Conjoint. The Problems of Price Attribute by Conjoint Analysis. Akihiko SHIMAZAKI * Nobuyuki OTAKE

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1 Conjoint Conjoint The Problems of Price Attribute by Conjoint Analysis Akihiko SHIMAZAKI * Nobuyuki OTAKE +, Conjoint - Conjoint. / 0 PSM Price Sensitivity Measurement Conjoint Conjoint Luce and Tukey +30. Conjoint measurement Conjoint Conjoint measurement Green and Rao +31+ Conjoint * 41

2 .*-- (,**, ) Conjoint Conjoint Conjoint Conjoint PSM Conjoint PSM, Conjoint Conjoint Conjoint Conjoint Conjoint Conjoint Attlibute Lebers s j S n i + w ib ij s i : b ij : j i w i : i n : CPU HDD CPU, +./ GH Z,.* GH Z,HDD 42

3 Conjoint, 0*G 2*G CPU HDD +* CPU 1 HDD - / CPU, +./ GH Z -,.* GH Z / HDD, 0*G - 2*G / A CPU : +./ GH Z, HDD : 2*G B CPU :,.* GH Z, HDD : 0*G + A j B j CPU *41 +4/ GH Z - CPU *41,4* GH Z / HDD *4-2*G / HDD *4-0*G B Conjoint MONANOVA TRADEOFF ACA CBC + SPSS Conjoint i y i Conjoint Model ŷ i b * u ij u ij u ij b i d ij d ij : b i : Additive Conjoint Measurement d ij, 43

4 .*-- (,**, ) - Conjoint Conjoint Conjoint Conjoint - Conjoint 44

5 Conjoint Green et al Moore and Holbrook +33* w c b c w b b b f p p b Dolan and Simon /*,***DM 0*,***DM +*,***DM 0/ +** -/ 0/ + +/.DM + : Dolan and Simon +330 P /2 45

6 .*-- (,**, ) b b -. Conjoint : 0 : : 1 CPU, HDD /. 0 /. / Conjoint, +, - CPU HDD 2*GB,, +41 GHz -2.MB a b c d e f g h i j - CPU HDD +41 GHz +41 GHz +41 GHz +41 GHz 2*GB 2*GB 2*GB 2*GB -2.MB -2.MB -2.MB -2.MB +0,, ,,,,,,,,,, 46

7 Conjoint 0 Pearson s R *.3-. Significance *.***- Kendall s tau *.2,/ Significance *.**/2 /,,,.* HDD,* CPU +* -,, Conjoint 0 Pearson s R *.3-+ Significance *.***. Kendall s tau *.23. Significance *.**,0... CPU Memory,1 -* HDD CPU 47

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11 Conjoint PSM PSM Conjoint - Type + : -,, Type, :PSM Type - :PSM Type, Type - -,, , Type + Type, Type - Type Type, Type - a b c d e f g h i j 0 CPU HDD +41 GHz +41 GHz +41 GHz +41 GHz 2*GB 2*GB 2*GB 2*GB -2.MB -2.MB -2.MB -2.MB PSM 1 : CPU : +41 GHz : -2.MB HDD : * 51

12 .*-- (,**, ) a b c d 2 : CPU : : HDD : 2*GB * a b c d * PSM 1 PSM 3,,, PSM Conjoint 3 PSM ID +, -. / 0 +**5***,,*5*** +2*5*** +.*5*** +**5***,**5*** 0*5*** +,*5*** +-*5*** 2*5***.*5*** +/*5*** 2*5*** +1*5*** +//5*** ++*5*** 1*5*** +1/5*** +/*5***,0*5***,**5*** +/*5*** +/*5***,/*5*** +**5*** +/*5*** +/*5*** +**5*** +**5*** +2*5*** +,/5***,*/5*** +1/5*** +,/5*** +,/5***,+/5*** 52

13 Conjoint / Conjoint 0 Pearson s R *.3-+ Significance *.***. Kendall s tau *.23. Significance *.**,0 / / Memory

14 .*-- (,**, ) 1 Conjoint 0 Pearson s R *.2,* Significance *.**0- Kendall s tau *.022 Significance *.*+12 / 1 Memory,

15 Conjoint Memory CPU, HDD ID- ID+,,, 0 ID., / ID/ 2 CPU CPU PSM Conjoint 55

16 .*-- (,**, ) 3 ID + +* ID, ++ ID - +, ID. +- ID / +. ID 0 Conjoint 56

17 Conjoint PSM Conjoint PSM Conjoint Conjoint Conjoint 57

18 .*-- (,**, ) + Conjoint Conjoint MONANOVA POLYCON LINMAP TRADEOFF ADDALS WADDALS ACA RANKLOGIT LOGMAP Kruskal Young Srinivasan and Shocker Johnson de Leeuw, et al. Johnson +30/ +31, * : +331 Conjoint.,, - Pekelman and Sen, +331 Conjoint., , , , SPSS X Green, P.E., Helesen, K. and Shandler, B. (+322) Conjoint internalvalidity under alternative profile presentation. Journal of Consumer Research, / Pekelman, D. and Sen, S.K. (+313) Measurement and estimation of conjoint utility functions. Journal of Consumer Research, / Robert J, Dolan and Hermann Simon, POWER PRICING ; The Free Press Luce, R.D. and J.W. Tukey, Simultaneous conjoint measurement : a new type of fundamental 58

19 Conjoint measurement. Journal of Business Economic Statistics, + Green, P.E. and Rao. V.R, Conjoint measurement for quantifying judgmental data. Journal of marketing Research, 2 Moore, W.L. and Holbrook, M.B. (+33*) Conjoint analysis on objects with environmentally correlated attributes : The ruestinable importance of representive design. Journal of Consumer Research, +0 59

20 .*-- (,**, ) Abstract The Problems of Price Attribute by Conjoint Analysis Akihiko SHIMAZAKI Nobuyuki OTAKE In this thesis I examine the problems of price attribute by Conjoint analysis and the e$ciency of the inner referenced price ; the estimation of this price inferred by PSM (Price Sensitivity Measurement), which is the same as the reasonable price by Conjoint analysis. Comparing the result when we set up the normal price average by Conjoint analysis with the result considering the inner referenced price, the ratio of contribution to price attribute decreased. This supports the experiential knowledge that to set up the average price a#ects the ratio. Especially comparing the results of surmised inner referenced price in high spec with the results in low spec, the ratio of price attribute is higher, thus it is estimated the higher the price goes up, the higher the ratio becomes. The degree of e$ciency of the result using the surmised price with PSM by Conjoint analysis and that of the result with previously set up average price are in the same way despite of its amount. Whereas the degrees of the ratio of price attribute and the degree of e$ciency may vary, the direction never changes. This means that the result by the analysis changes in its quantity but not in its quality. As a result, it is e#ective to consider the inner referenced price when you set up the average price attribute if you need to know the ratio of contribute with the assumption of the frame of the inner referenced price. Also it is e#ective on the complementary method a#ected by the ratio of the price attribute that is the e$ciency of the average price. 60