컨조인트 분석을 활용한 상업시설의 개발대안평가에 관한 연구

• 영문명: A Study on Application of Conjoint Analysis to Evaluating Alternatives for Retail Property Development
• 발행기관: 건국대학교 부동산도시연구원
• 저자명: 강명수(Kang, Myung Soo) 신종칠(Shin, Jong Chil)
• 간행물 정보: 『Working Paper Series』N0.11-W13, 1~17쪽, 전체 17쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2011.07.13

영문 초록

Conjoint analysis is widely used in the field of marketing as a way to understand and incorporate the structure of consumer preferences into the new product design process. Conjoint analysis attempts to determine the relative importance consumers attach to salient attributes of new product and the utilities they attach to the levels of attributes. The utilities derived from conjoint analysis can be used as input into a choice simulation to determine the share of choices, and hence the market share of different product alternatives. It is based on the simple premise that consumers evaluate the value or utility of a product or service by combining the separate amounts of utility provided by each attribute. Also, it is based on the premise that the relative utilities of attributes considered jointly can better be measured than when considered alone. This study suggests developers can use conjoint analysis in evaluating their development alternatives to increase consumers’ acceptability of their retail properties and possibility of successful development With empirical research, this study shows developer can understand the relative importance of attributes that consist of their development alternatives and find out an ideal retail property alternative through conjoint analysis. And this study shows that developers can estimate market share for the competitive retail properties and new simulated retail property by using choice simulation before they actually develop their retail properties.

목차

Abstract

1. 서론

2. 상업시설 개발

3. 컨조인트 분석

4. 컨조인트 분석 절차

5. 실증연구

6. 분석결과

7. 결론

〈참고문헌〉

키워드

상업용 부동산 대안평가 컨조인트 분석 선택시뮬레이션 Retail property Alternative Evaluation Conjoint Analysis Choice Simulation