컨조인트 분석에서 효율적인 문항 설계
Efficient designs in conjoint analysis
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초록
Purpose: A large number of attributes with mixed levels are often considered in the conjoint analysis. In the cases where attributes have two or three levels, we research on the efficient design of survey questionnaire to estimate all the main effect and two factor interaction effects with a reasonable size of it. Methods: To reduce the number of questions in a questionnaire, the balanced incomplete block mixed level factorial design with minimum aberration was proposed by Lim and Chung (2016). Based on the number of questions and that of the respondents in that design, D-optimality criterion is adopted to find efficient designs where the main effect and two factor interaction effects are estimated. Results: The list of the number of questions and that of the respondents in efficient designs for survey questionnaire are recommended based on the D-efficiency of each design and the proposed selection criteria for the number of both questions and the respondents. By analyzing all the respondents survey data generated by the simulation study, we find the proper model. Conclusion: The proposed methods of designing survey questionnaires seem to perform well in the sense that how often the proper model is found in a simulation study where all the respondents survey data are generated by the simulation model.
Abstract
Purpose: A large number of attributes with mixed levels are often considered in the conjoint analysis. In the cases where attributes have two or three levels, we research on the efficient design of survey questionnaire to estimate all the main effect and two factor interaction effects with a reasonable size of it. Methods: To reduce the number of questions in a questionnaire, the balanced incomplete block mixed level factorial design with minimum aberration was proposed by Lim and Chung (2016). Based on the number of questions and that of the respondents in that design, D-optimality criterion is adopted to find efficient designs where the main effect and two factor interaction effects are estimated. Results: The list of the number of questions and that of the respondents in efficient designs for survey questionnaire are recommended based on the D-efficiency of each design and the proposed selection criteria for the number of both questions and the respondents. By analyzing all the respondents survey data generated by the simulation study, we find the proper model. Conclusion: The proposed methods of designing survey questionnaires seem to perform well in the sense that how often the proper model is found in a simulation study where all the respondents survey data are generated by the simulation model.
참고문헌 (4)
- Bland, J. Martin, "Multiple significance tests: the Bonferroni method", Bmj, 310(6973), pp.170~ (1995)[DOI]
- 임용빈, "혼합된 수준들의 속성들을 갖는 컨조인트 분석", 품질경영학회지, 44(4), pp.799~812 (2016), 한국품질경영학회[DOI]
- 임용빈, "컨조인트 분석에서 실용적인 설계, 분석 및 컨셉 최적화", 응용통계연구, 28(5), pp.951~963 (2015), 한국통계학회
- 임용빈, "속성 병합에 의한 컨조인트 분석", 품질경영학회지, 45(1), pp.55~64 (2017), 한국품질경영학회[DOI]