Hyogo prefectural university professor Masahiro Arima
Conjoint analysis (or selection (or selection) as one of marketing research methods for considering what kind of products / services and facilities should be provided for consumers and facilities users of products and services Experiment) There is a method called.
In this presentation, after introducing the outline of the conjoint analysis, based on the case where the evaluation of the tourist introduction page by the foreign language for foreign travelers visiting Japan visited by the municipality was conducted using conjoint analysis, How to proceed with conjoint analysis using JMP, specifically, (1) After determining attributes and levels to be evaluated, (2) create a profile using a screening plan or custom plan, ③ answer (5-step evaluation, 2-term selection method, and ordering method), (4) prepare a survey form, (5) express preference information actually collected by questionnaire survey etc. We will use JMP to explain in real time how to analyze from the estimation result, estimate parameters using type data.
We will also introduce cases other than the evaluation of tourist introduction web pages in foreign languages.
