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- 저자 : 임민형(Min Hyung Lim) (검색결과 1 건)
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이훈영(Hoon Young Lee),임민형(Min Hyung Lim),양주환(Joo Hwan Yang) 한국경영학회 2003 經營學硏究 Vol.31 No.7
The purpose of this study is to develope the marketing decision making support system that can effectively estimate customer utility in terms of interactive communication with customer by using the information system like internet. Interactive communication using internet reduces the large portion of respondent burden in responding to the complicate questions in conjoint research. The system collect the data allowing respondents choose the most preferred among four possible products generated by orthogonal design in conjoint analysis and shown in the computer screen instead of sorting many products in terms of their preference. Respondents are not forced to answer all the fixed number of questions. Rather they can stop answering the questions at any moment. When the information obtain from respondents are not enough, the system will infer the information necessary to analyze the respondent`s utility from the existing response database using case based reasoning technique. The contribution of this study can be summarized as follows. Firstly, this study is a meaningful attempt to improve marketing research method. In the traditional conjoint analysis the number of cards generated was the great burden of respondent, which was greatly reduced by the computerized system developed in this study. However the forecasting accuracy of the system was as good as the model generated by the traditional method. Secondly, the system enable to use the accumulated customer utility data in developing diverse marketing activities such as market segmentation, new product development, and market simulations. Thirdly, the system can recommend the products according to the customer utility estimated. It will increase customer`s satisfaction but reduce the company`s sales expenses. Lastly, by analyzing the utility data in the database, the company can develop various database marketing and customer relationship management strategies.
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