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()
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Contents
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l 6.
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. ..
2
, ?
.!. .
- Steve Jobs, (1982)
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Case. q
l 98%, q
, ,
l 89% (5 4.1), 85% q LG, 1999 q /
.? (Home Observation) ?? ?
- Source : , 12 , , 2005.
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?q , ,
q
ql 1 : , .
l 2 : .l 3 : .
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Case.
5
l 1992 ()
l 2001
l 2009
l 1, 3
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Persuasiveness
Analytical
Creativity
Communication Skill Presentation Skill Teaching Skill
Creative Thinking Brainstorming
Observation Survey & Research Statistics and Data Analysis
Insight
- Source:, ,p.50.
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Contents
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l 4.
l 5.
l 6.
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Marketing ResearchqqMarketing Research , ,, ( )
l l l , , ,
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Marketing Research ?
l l l
l l 3 l
.
Needs
l l l
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Marketing Research
MarketingResearch
Consumers Employees Shareholders Suppliers
Economy Technology Competition Laws and Regulations Social and Cultural Factors Political Factors
Market Segmentation Target Market Selection Marketing Programs Performance and Control
Product Pricing Promotion Distribution
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Marketing Research
Problem-SolvingResearch
Problem IdentificationResearch
Marketing Research
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Case. ()q 2008 5 / q 30% l 2010 3 / 51% 1 (KANTAR)
l 2011 , 14 18.1%, 1
q 1,000 l l
l =
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Marketing Research q.q.q.q.q .
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Marketing Research , ,
Research
(Quality)
(Quality)
(Speed)(Speed)
(Cost)(Cost)
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( )q 2 (secondary data) q 1 (primary data)
q l l l
q 1 l l l l (communication method) (observation method)
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Marketing Research Process
(needs) (wants), (demand)?
1. 2. 3./ 4. 5.
- -
- Coding- Editing- Analysis
- Sampling- Survey- Data Source
- - ()- - (survey)-
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Marketing Research Process
Objective()
Collection()Analysis
()
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Research
(Qualitative) (Quantitative)
F.G.I
()
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q
l (What)l (Who)l (How)l (Why)
ql l l l l
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,
--
Pilot 2
2
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q Segmentation Research
l l
l
q Product Researchl l l l l l l
q Pricing Researchl l l l l
q Promotion Research()
q Distribution Research
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q
l l , , l l l l
ql l l l
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Survey
SURVEYSURVEY
(CATI)
(CATI)
(CAPI)
(CAPI)
E-mailE-mail
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q ;
l
l A & U(Attitude & Usage)q ()
l , ,
q 1)
F 2) 3) 4) , 5) ,
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q
l ,
l (, ) (, )
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q
1)
2) (: , ) 3) 30~40
4)
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Case.
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Case.
https://docs.google.com/forms/d/1F-o60jF5fEjI6vWWzOca-YNKfVePscqukk4CUw2ug7U/edit
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Case.
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Case.
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Case.
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Case.
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(Population)
(parameter) (statistic)
(Sample)(Population)
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q
q
q (Simple random sampling)q (Stratified sampling)
l (proportionate)l (disproportionate)
q (Cluster sampling)l (Systematic sample)l (Area sample)
q (Multistage sampling)
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q
q
q (Convenience sampling)
q (Judgment sampling)
q (Quota sampling)
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l l l l l l l l
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(Measurement)q
l l ,
l
q l (Conceptual Definition) : l (Operational Definition) : ,
()
()
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q (Scale)
l . , 4
q (Nominal Scale) : (Category)l (mutually exclusive) l l , 2
q (Ordered Scale) : + l
l , q (Interval Scale) : + + (Equal Interval)
l l 0
q (Ratio Scale) : + + + 0(Absolute Zero)l ( 0 )
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Sample. 0. 1. 2. /3. 4.
(1) (2) (3) (4) (, , )(5)
5. /6. 7. 8. 9.
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Case. CSI Research Design
() ()
() ()
OO (CSI)OO (CSI)
,/ Mind . Tracking.
,/ Mind . Tracking.
Fishbein (biei)CS= (importance)X (evaluation) CS ()
Fishbein (biei)CS= (importance)X (evaluation) CS ()
SOC 2004 2004 . , , . OO M/S Mind .
SOC 2004 2004 . , , . OO M/S Mind .
DSMij : DWij : () n : m : n
DWDSMCSI
n
j
m
iijij
= =
= 1 1)(
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Case. CSI Research Design
(FacetoFaceInterview)(FacetoFaceInterview)
List List
800- 400- 400
800- 400- 400
(PurposiveQuotaSampling) (PurposiveQuotaSampling)
4(,,,,) 4(,,,,)
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Case. CSI Research Design
,,,,(),,,,()
()800 ()50,000 =40,000,000 /VAT ()800 ()50,000 =40,000,000 /VAT
1 2 3 4 5 6 7 8 9 10
/
//
/
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Contents
l 1.
l 2.
l 3.
l 4.
l 5.
l 6.
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2(Secondary Data)
2
1
(http://www.kosis.kr/)45
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Case.
q ( 24% ) ,
46
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(Observation)
q , ,
47
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(Observation)q (In-store Eye Tracking) : ( ) , l Shopper behaviorl In-store navigationl Missions & motivationl Search behavior & information gatheringl Categorizationl Path to purchasel Usability
48
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Case.
qMP3 ' N10'(2004.11) MP3 . MP3 . . . MP3 N10 . MP3 .
49
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Case.
q P&G Staying in touch Project : Living it()l , l ?l ?l ?l ?l ?
q Downy Single Rinse1980 P&G (Ariel Ultra) . . . P&G 2001 . P&G '(Living it)' . P&G " . . ." . ( ) . 6 3 , . , . 60%.
50
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Case. . ,2014-04-10
. .45 7. . . 1713 350( 37) .
. (blindtest) . .
. .
70.8% . . .1970 51%,44% . . .
() . 10 5 6 6 6 .2 .
. .
, . .
51
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Case. . (Blind Test vs. Branded Test) .
52
Blind Test Branded Test
51 23
44 65
5 12
?
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q q 1970~80 (blind test )
q Diet Coke q 1985 New Coke q
Coca-Cola Classic
Case. Coca-Cola
53
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' ' . ,
. .
Case. Coca-Cola
54
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: (fMRI)q (fMRI ; functional MagneticResonance Imaging)
q fMRI . , , .
qCase. K7
55
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. q?
??
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Contents
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q q q q , q Pre-test q
l , , l l l l
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1
2
3
4
5
6
7
8 (Pre-test)
9
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Top-down(LogicTree)Bottom-up
Break-down
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Logic Tree
ISSUE
1( ) 2( ) ~
LogicTree , //
)PL ?
?
?
?
?
?
?
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?
, 2 ? , ? ?
- - -
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1. .2. ().3. .4. .5. .6. .7. .
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( )qq qq, q
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q
1. ? ____________2. TV , ?()_____________ ()_________3. TV ? ___
q
1. TV ?(1) LG (2) (3) (4) (5) (6) :________2. TV ?(1) (2) (3) ()(4) (5)
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() 4 " " ?
( ) ( ) ""
?
( ) TV ( ) ( ) ( ) ( ) (DM,, )( ) ( )
?
( ) ( ) ( ) ( ) ( ) ( ) ( ) ( )
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Case. Life-style B7. / 5
.
1. , . --------------------2. . --------------------3. . --------------------4. --------------------5. --------------------6. . --------------------7. . --------------------8. . --------------------9. . --------------------10. . --------------------11. . --------------------12. , . --------------------
13. . --------------------14. . --------------------15. , . --------------------16. . --------------------17. . --------------------18. . --------------------19. . --------------------20. . --------------------
67
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Case. Life-style
(Eigen Value) (%)
1 5.05852 29.8 7 .56476
2 2.15466 12.7 4 .56160
3 1.59063 9.4 3 .61122
4 1.13240 6.7 3 .62347
20 3, 17 4. 4 58.4%.
68
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Case. Life-style
Component
Factor 1 Factor 2 Factor 3 Factor 4
.84136
.83024
.74798
.74363
.73069
.72438
.71725
.08996-.08676.12211
-.15759.27048.00535.28945
.02377
.05299-.07165.14943.08188.09278.11327
.03176
.04958-.05407.14945.09851.22102.01274
,
-.11338.33067.25158
-.04832
.69255
.67088
.66845
.66074
.08342-.02122-.09788.27840
.05522
.06995
.20470-.02740
,,
-.02488.10472.16867
.00901
.17870
.00833
.78425
.68070
.67720
.11346.06214.05397
.21742-.20542.39214
.06683
.10499
.10953
-.07189.27241.19654
.76692
.62763
.59088
Rotated Component Matrix
Extraction Method : Principal Component Analysis.Rotation Method : Varimax with Kaiser Nomalization.a. Rotation converged in 5 iterations.
69
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Case. Life-style
1
2 ,
3
4
F-ratio*
1 : .7039 -.0057 -1.2397 .6115 116.6186
2 : .3434 -.6834 .1345 .8319 41.9096
3 : .7162 -.6235 .5367 -.7631 74.1227
4 : () .5239 .2364 -.3249 -1.1582 43.4560
) F-ratio Center (+) , (-) .* : p < .000 (ANOVA .)
()
4
70
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Case. Life-style 4
(N=85)
(N=106)
(N=68)
(N=41)
()
()
()
(/)
( 300)
71
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Case. Life-style
(N=85)
(N=106)
(N=68)
(N=41)
()
()
()
(/)
20(35.0) 30(45.6) 40(28.9) 20(21.7)
(33.8) (40.2) (40.7)(14.8)
(31.3) (40.2) //(37.5) / / (16.7)
/(42.0) (41.0) (28.0) (15.4)
300~400(29.9) 300~400(39.6) 300(35.4) 400(17.6)
20(39.8) 20(39.4) 20(27.3) 40(29.4)
(:%, 300)
72
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Case.
73
_____________ ___________
OOOO . . . OOOO . ..
()OOOO
..5 ,1 .
+-------------------+-------------------+-------------------+-------------------+1 2 3 4 5
1.OOOO .1-1. . ()1-2.. ()1-3. . ()
2. OOOO . ()3. OOOO . ()4.OOOO . ()5.OOOO . ()
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Case.
74
OOOO .
( .)
*. .**..
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Case.
75
Tracking
Base(2015 ) 2016 2017 2018
(CSI) 77.2
85.7
(NetPromoterScore) 79.4
79.3
78.8
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Contents
l 1.
l 2.
l 3.
l 4.
l 5.
l 6.
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q
:
:()
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q
: SPSS(PASW) SAS
q
/
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. ,, LISREL(LinearStructuralRELationship)/AID(AutomationInteractionDetector)
*
,,,,
,
,
(LISREL)
(ANOVA)AIDLOGIT,PROBIT
-,--,--,--,--,--,-
79
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PACKAGE:SPSSq SPSS(Statistical Packages for Social Science)
q (, , , , , )
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PACKAGE : SASq SAS(Statistical Analysis System) q q ,
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Case. ()q (1)
l , ,
l [] H , C
30~39 40~49 H C
(300) (120) (180) (295) (5) (150) (150)
38.3 32.8 34.9 40.0 40.7 29.3
20.0 21.1 20.7 20.0 19.3 22.0
20.8 17.8 19.0 20.0 20.7 17.3
8.3 13.9 11.9 0.0 11.3 12.0
4.2 6.7 5.8 0.0 4.7 6.7
20.7
19.0
11.7
5.7
35.0
`
[ /=% ]
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Case. ()q
l C l
[=100 ]
[ ,=%]
70.00 71.50 70.67 72.67 69.33 70.3370.75
(300)
H(150)
C(150)
H(75)
C(75)
H(75)
C(75)
H C H C H C
21.3 22.3 20.4 23.2 19.0 21.4 21.8
15.6 17.9 13.3 16.1 15.5 19.6 10.9
11.6 13.4 9.7 16.1 8.6 10.7 10.9 8.4 8.9 8.0 10.7 6.9 7.1 9.1
8.0 8.0 8.0 8.9 6.9 7.1 9.1
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Case. CSI
/
100.6 101.1 99.6
100.1 100.5 98.6
101.2 102.0 100.0
100.5 100.7 100.1
99.6 99.8 99.3
100.4 100.7 99.2
98.9 98.7 99.4
69.0 71.6 66.9 68.5 68.6 71.5
66.1 68.2 65.2 68.2 61.6 65.8
DP BS HM
64.4 67.8 61.0 64.7 67.6
61.7 63.1 65.6
60.5
(100.6) (100.1)(101.2) (100.5)
(100.4)(98.9)(99.6)
CSI CSI - -
* BS =(/BS)X100
:
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q q
l l
q l l l
q l l l
q l l
q l l
, ,, . . .
, ,, . . .
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q
l l l
ql l l
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1. ?2. ?3. ?4. ?5. ?6. ?7. ?8. ?9. ?10. ?11. ?12. ?13. ?14. ?
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q
l , , , , .l , , , .
q l .l .
q l , , , ,
l .q
l .l .
q l .l .
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Contents
l 1.
l 2.
l 3.
l 4.
l 5.
l 6.
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q .
q .
q .
q (SQI)(CSI)
90
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Case. Brand PositioningESSE
H
L
ESSE
H
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MCA Positioning Map qMCA(Multiple Correspondence Analysis)q , ( 2) .
ql (contingency table) l (cell) l
92
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Case. MCA Brand q (SPSS)
Correspondence Table
45 25 30 10040 40 20 10035 65 20 120
120 130 70 320
202030Active Margin
Active Margin
Correspondence Table
45 25 30 10040 40 20 10035 65 20 120
120 130 70 320
202030Active Margin
Active Margin
93
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Case. MCA Brand q (SPSS)
q Summary
.247 .061 .976 .976 .053 .039
.039 .002 .024 1.000 .056.062 19.991 .001a 1.000 1.000
Dimension12Total
SingularValue Inertia Chi Square Sig. Accounted for Cumulative
Proportion of Inertia
StandardDeviation 2
Correlation
Confidence SingularValue
4 degrees of freedoma.
Summary
.247 .061 .976 .976 .053 .039
.039 .002 .024 1.000 .056.062 19.991 .001a 1.000 1.000
Dimension12Total
SingularValue Inertia Chi Square Sig. Accounted for Cumulative
Proportion of Inertia
StandardDeviation 2
Correlation
Confidence SingularValue
4 degrees of freedoma. (H1 )
94
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Case. MCA Brand q Positioning Map
,30
95
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Case. MCA Brand PositioningB2.
. ------------------------------------------------------------
1) ___.2) ___.3) ___.4) ___.5) ___.6) ___.7) ___.8) ___.9) ___.10) ___.11) ___.12) ___.13) ___.14) ___.15) ___.16) ___.17) ___.18) ___.19) ___.20) ___.21) ___.22) ___.
1) 2) 3) 4) 5)
96
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Case. MCA Positioning Map q Positioning Map
Positioningz , , , , , , .
z , z , ,
,
z , , ,
z .
(N=300)
97
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Case. MCA Positioning Map q Personality Positioning Map
-100
0
100
-100 0 100
98
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Positioning Mapping q Rule of Thumb
q l Factor Analysis
q () l MCA(Multiple Correspondence Analysis)l MDS(Multi-Dimensional Scaling)
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Case. Positioning Map
- Source : , , , , , 2004.
.18. ??. : : :
19. () ?
------1) 1 2 3 4 5 6 72) 1 2 3 4 5 6 73) 1 2 3 4 5 6 74) 1 2 3 4 5 6 75) 1 2 3 4 5 6 76) 1 2 3 4 5 6 77) 1 2 3 4 5 6 78) 1 2 3 4 5 6 79) 1 2 3 4 5 6 710) 1 2 3 4 5 6 711) 1 2 3 4 5 6 712) 1 2 3 4 5 6 713) 1 2 3 4 5 6 714) 1 2 3 4 5 6 7
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Positioning Map q
l 4 , 10
l 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
l , (Varimax) l 3 , KMO .753(.6 ),Bartletts Test of Sphericity .000
l (factor score) l (Mean)
l S : N : A : D : H : M :
l component plot
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q 1 60% 3
q
q 1 , , []
q 2 , , []
q 3 , , , [ ]
Total Variance Explained
3.413 34.132 34.132 2.181 21.814 21.8141.606 16.063 50.196 2.121 21.214 43.0281.103 11.027 61.222 1.819 18.194 61.222.943 9.428 70.650.707 7.074 77.724.636 6.363 84.088.520 5.201 89.289.426 4.265 93.554.358 3.583 97.137.286 2.863 100.000
Component12345678910
Total% of
VarianceCumulative
% Total% of
VarianceCumulative
%
Initial Eigenvalues Rotation Sums of Squared Loadings
Extraction Method: Principal Component Analysis.
Rotated Component Matrix a
.847 .081 .109
.780 .189 .091
.539 .420 -.037
.130 .826 .078
.049 .791 .162
.363 .721 -.074
.057 -.105 .750-.142 .099 .648.489 .105 .625.389 .209 .622
2 1 3 10 9 8 6 7 5 4
1 2 3Component
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.
Rotation converged in 4 iterations.a.
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q N
q S
Descriptive Statistics
59 .061139059 .063830859 -.212469259
Valid N (listwise)
N Mean
Descriptive Statistics
126 .1102862126 -.0641288126 .0519456126
Valid N (listwise)
N Mean
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Positioning Map 1
1.0.50.0-.5-1.0
1.0
.5
0.0
-.5
-1.0
1098
7
6
54
3
21
S
AD
H
MN
q - l H
l N H, M
l S
l N
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
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Positioning Map 2
1.0.50.0-.5-1.0
1.0
.5
0.0
-.5
-1.0
109
8
76
54
321
S
NA
D
H
M
q -
l H
l N , S
l N
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
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Positioning Map 3
1.0.50.0-.5-1.0
1.0
.5
0.0
-.5
-1.0
10 98
7
6
54
3
21
S
AD
H
M N
q -
l H
l N ,
l S ,
l N
1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
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Positioning Map l H l N ,
l S
l S
S
N
H
1 :
2 : (POP )
3 :
1 :
2 : (POP )
3 :
1
2
M
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q ()
BlindTest
ESSE Lights () ( )
: CLT(Central Location Test) : (Heavy, Middle, Light User 33%) : 200(ESSE 50%, 50%) : : 6
Market Test
(usage rate)
: (, Antenna Shop)) , ,
: ESSE + : 20 + 200 : , - : 7
, ,
108
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()
/ , / , (Blind/Branded Test) ,
, User (, ) , / , ,
/ - , - , / ,
/
, Episode Key Buying Factor
109
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/ ()
The choice of a stylish leader
/
( ) ( )
A
A ( ) Gentle Clean ,
For the stylish leader
110
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?()
23.719.7
7.37.3
4.84.44.343.53.32.92.92.52.42.2
1.41.31.10.50.5
/
/
?-0.2-0.1
0.6-0.4
-0.5-0.1
-0.50.1
0.80.4
-0.70.5
-0.20.4
0.30.6
0.20.40.4
-0.7
-0.3-0.4
0.4-0.5
-0.6-0.3
-0.4-0.2
0.70.4
-0.80.4
-0.40.3
0.20.6
0.10.30.4
-0.6
111
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Package Design ?()
11+228.9%71.6%
45.8%77.4%
25.3%51.1%
() 30.9% 21.8% 18.8%
Trendy
112
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Conjoint Analysis q(Conjoint Analysis) l ?l
ql l (attribute level) l l
- Source : , , , , , 2004.
113
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Case. Conjoint Analysis q (attribute) (attribute level)
1. 2. 3.
1. 1,760,0002. 3,500,0003. 2,420,000
1. 2. 3.
1. / 2. /
( ) : 54= 3 3 3 2
114
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Conjoint Analysisq (ORTHOPLAN)q Factional Factorial Design(Orthogonal Arrays)
SPSS ORTHOPLAN
SPSS ORTHOPLAN
115
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Conjoint Analysisq ( )
116
SPSS Syntax
SPSS data
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Conjoint Analysis
, . ,,
117
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118
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q
1
0.0467
2,420,000 -1.9000
-1.1600
0.0500
7.0233
1 () 4.0600
119
() 1 4.0600 2 4.9800 3 5.3999 4 5.1600 5 6.1000 6 5.6400 7 4.6599 8 4.3800 9 4.6199 10 4.9066 10 6.0000
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Case. q
4.133.78 3.88 3.65 3.52
4.08
4.54.19
3.784.11
3.413.63
3.383.64 3.51
3.323.54
3.72 3.78
3.26
3.71
3.07
1.0
2.0
3.0
4.0
5.0
120
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ACSI(American Customer Satisfaction Index)
PerceivedValue
PerceivedQuality
OverallCustomerSatisfaction(ACSI)
CustomerExpectations
CustomerLoyalty
CustomerComplaints
+ +
++
+
+
+
-
h3h2
h1 h4
h5x1
g11
g31
g21
b31b21
b32
b43
b53
b54
* Source : Fornell, Claes(1992), "A National Customer Satisfaction Barometer: The Swedish Experience," Journal of Marketing, 56, Jan., 6-21.
121
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. NCSI((National Customer Satisfaction Index)
(a)(b)
(c)
(d)
(e)
(f)
(g)
(h)
(i)0.71
0.03
0.81 0.25
0.05
0.7-0.71
0.45
0.00
(j) (k)0.99 1.01
v
, , , 0.71
, , , 0.71
* Source : KPC(http://http://www.ncsi.or.kr/ncsi/)
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. KCSI(Korean Customer Satisfaction Index)
* Source : KMAC(http://www.kmac.co.kr/certify/certify_01b_2.asp)
KCSI() = ( x 0.4) + ( x 0.4) + (() x 0.2) : (Top 2 )
Ci : i TOP 2 , Wi : i
() : () Top 2 (() ()
Copyright 2015 VALUEVINE Co., Ltd. All Rights Reserved.
Brand Power Index Modelq Brand Power (Evokes set) .
q (Brand Equity) (Brand Activity)
Brand Equity,
Brand Equity,
Brand Activity,
Brand Activity,
Brand Power
* Source : Valuevine Brand Power Index(V-BPI).
124
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Brand Power Index Measurementq Brand Power
Step4.BrandPower
Spet3.
Step2.
Brand Equity Brand Activity Brand Power Index
4 2(Brand Equity, Brand Activity)
4(, , , )
Step1.
()
Brand Power Index = ( Xi) / ni =1
n
125
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Brand Power Index Measurement
*
A B C D
BrandEquity
1) ____ 2) ____ 3) ____ 4) ____
5) ____ 6) ____ 7) ____ 8) ____
BrandActivity
9) ____ 10) ____ 11) ____ 12) ____
13) ____ 14) ____ 15) ____ 16) ____
Brand Power Index * :5 ( , 100)
126
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Case. Brand Power Index Matrix
Brand Power
Brand Equity
Brand Activity
H(N=165)
73.1 75.0 71.1
B(N=78)
67.4 70.7 64.0
R(N=78)
67.9 72.0 63.8
E(N=50)
72.3 74.2 70.3
(:100 )
(N=300,:)
EH
RB
0
25
50
75
100
0 25 50 75 100
Mean67.3
Mean73.0
*N 300Brand Equity( + )
Brand A
ctivity(
+
)
127
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.
128
, . . .
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Research Insight
129
()
. (Marketer) .
(Needs) . .
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.
: e-mail : [email protected]/KooJaRyonghttp://koojaryong.com
: www.valuevine.kr
Marketing Research , , , .
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