The Study on the Selective Attributes of Restaurant -Compare between Choice Based Conjoint and Traditional Conjoint Method-
2011
Ahn, S.S., Kyung Hee Cyber University, Seoul, Republic of Korea | Seo, S.Y., Kyung Hee University, Seoul, Republic of Korea | Yang, J.H., Korea National College of Agriculture and Fisheries, Hwaseong, Republic of Korea
In this study, repeated choice experiment in choice based conjoint analysis was performed to estimate the utility value of individual customers of restaurant. To evaluate the effectiveness of choice based conjoint, the result of estimated utility value was compared with traditional conjoint result. In particular when the alternative is presented to estimate the utility of consumer in choice based conjoint, a set number of cards is very important. We investigate how the predictive accuracy vary while using the a set of three, four, five, six card. The results before refining the respondents using Kendall's tau values, the accuracy of predictions of a choice-based conjoint analysis and the traditional method was not statistically significantly different. However, the results of a five card set choice based conjoint after refining the respondents using Kendall's tau values, show higher prediction accuracy than traditional conjoint, and the difference is statistically significant. Based on these results, we expect to use choice-based conjoint analysis as an alternative of traditional conjoint.
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