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題名 聯合分析在國產小客車產品最佳化之應用研究
作者 林文壽
貢獻者 黃俊英
林文壽
日期 1984
上傳時間 5-十二月-2016 15:58:10 (UTC+8)
摘要 第一章 緒論1
第一節 研究動機與研究目的1
第二節 研究分析架構3
第三節 研究限制4
第四節 本文結構6
第二章 聯合分析與產品最佳化8
第一節 聯合分析法的發展過程9
第二節 聯合分析法的內容11
第三節 產品最佳化18
第三章 研究設計82
第一節 問卷設計82
第二節 抽樣設計87
第三節 分析方法與分析工具91
第四章 研究發現103
第一節 產生國產小客車之最佳產品與市場區隔化103
( 1 ) 受測者個體之各屬性重要性及成分效用值分析103
( 2 ) 受測者整體彙總成分效用值分析106
( 3 ) 市場區隔與最佳產品之產生108
第二節 修正後兩因素受測體與全部兩因素受測體一致性之比較114
第三節 受測體之穩定性分析115
第五章 結論與建議121
第一節 結論121
第二節 建議123
附錄一：IMSL套用程式之子程式NMKN使用說明125
附錄二：第一階段問卷129
附錄三：第二階段問卷137
附錄四：全部兩因素受測體分析所得受測者個體之屬性重要性與成分效用值141
附錄五：以PBIB觀念修正後兩因素受測體分析所得受測者個體之屬性重要性與成分效用值160
參考書目179
圖表目錄
表 3 - 1 兩因素法受測體之比較82
表 3 - 2 本研究採用之產品屬性及屬性水準85
表 3 - 3 本研究第一階段問卷回收統計88
表 3 - 4 廠牌變數卡方配合度檢定89
表 3 - 5 汽缸排氣量變數卡方配合度檢定90
表 3 - 6 本研究第二階段問卷回收統計91
表 4 - 1 受測者整體的各屬性相對重要性權數及各屬性水準之成分效用值107
表 4 - 2 集群分析組內平均距離及其遞增量109
表 4 - 3 第一個集群之各屬性水準成分效用值分析110
表 4 - 4 第二個集群之各屬性水準成分效用值分析111
表 4 - 5 六個集群之各屬性水準成分效用值分析113
表 4 - 6 以修正後兩因素受測體與以全部兩因素受測體為基礎分析所得之成分效用值之肯得爾一致性係數114
表 4 - 7 以再測受測體為基礎與以原來之受測體為基礎分析所得之成分效用值之肯得爾一致性係數116
圖 1 - 1 本研究分析架構5
圖 4 - 1 三個受測者（甲、乙、丙）之四個屬性的相對重要性權數比較圖104
圖 4 - 1 三個受測者（甲、乙、丙）之各屬性水準成分效用值比較圖105
參考文獻 一、中文部分：
1.邱賜福：「聯合分析在產品最佳化上之應用研究」，淡江大學管理科學研究所碩士論文，（民國72年6月）
2.吳兆益：「聯合分析法在果汁消費者知覺與偏好上之應用研究」，政治大學企業管理研究所碩士論文（民國71年6月）。
3.林聰琳：「自用轎車購買動機之研究」，政治大學企業管理研究所碩士論文（民國66年6月）。
4.馬志毅：「小客車買主之消費者行為 - 決策程式方法」，成功大學工管研究所碩士論文（民國63年6月）。
5.黃俊英：行銷研究 - 管理與技術，台北：華泰書局，民國70年2月，增訂版。
6.黃俊英：「聯合分析及其應用」，企銀季刊（民國72年4月）。
7.黃俊英：「非計量多元尺度法簡介」，管理通訊第111 - 2期（政大企業管理研究所，民國64年3～4月）。
8.趙英文：「聯合衡量模式在行銷管理上的應用」，淡江大學管理科學研究所碩士論文，（民國70年6月）。
9.戴鑑廷：「台灣汽車市場購買行為之研究」，大同工學院事業經營研究所碩士論文（民國70年6月）。
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48. Kruskal J.B. & Carmone F.J., "Use and Theory of MONA-NOVA, a Program to Analyze Factorial Experiments by Estimating Monotone Transformation of the Data", Unpublished Paper, Bell Laboratories (Murray Hill, N.J., 1968).
49. Kuehn A. A. & Day R. L., "Strategy of Product Quality", Harvard Business Review, Vol. 40 (November-December 1962) PP. 100-110.
50. Levitt T., "Marketing Myopia", Harvard Business Review , Vol. 53 (September-Octorber 1975) PP. 26-28.
51. Luce R. D. & Tukey J. W., "Simultaneous Conjoint Measurement: A New Type of Fundamental Measurement", Journal of Mathematical Psychology, Vol. 1 (1964) PP. 1-27.
52. Malhotra N. K., "Structural Reliability and Stability of Nonmetric Conjoint Analysis", Journal of Marketing Research, Vol. 19 (May 1982) PP. 199-207.
53 Montgomery D.C., Design and Analysis of Experiment. New York: John Wiley & Sons, Inc., 1976.
54. Moore W. L., "Levels of Aggregation in Conjoint Analysis : An Empirical Comparison", Journal of Marketing Research, Vol. 17 (November 1980) PP. 516-523.
55 Moore W. L. & Holbrook M. B., "On the Predictive Validity of Joint-Space Models in Consumer Evaluations of New Concepts", Journal of Consumer Research, Vol. 9 (September 1982) PP. 206-210.
56. Morrison D. G., "Purchase Intentions and Purchase Behavior", Journal of Marketing, Vol. 43 (Spring 1979) PP. 65-74.
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58. Pekelman D. & Sen S. K., "Measurement and Estimation of Conjoint Utility Functions", Journal of Consumer Research, Vol. 5 (March 1979) PP. 263-271.
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關聯 國立政治大學
企業管理研究所
碩士
72
資料類型 thesis
dc.contributor.advisor 黃俊英
dc.contributor.author (作者) 林文壽
dc.creator (作者) 林文壽zh_TW
dc.date (日期) 1984
dc.date.accessioned 5-十二月-2016 15:58:10 (UTC+8)-
dc.date.available 5-十二月-2016 15:58:10 (UTC+8)-
dc.date.issued (上傳時間) 5-十二月-2016 15:58:10 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/104519-
dc.description.abstract (摘要) 第一章 緒論1
第一節 研究動機與研究目的1
第二節 研究分析架構3
第三節 研究限制4
第四節 本文結構6
第二章 聯合分析與產品最佳化8
第一節 聯合分析法的發展過程9
第二節 聯合分析法的內容11
第三節 產品最佳化18
第三章 研究設計82
第一節 問卷設計82
第二節 抽樣設計87
第三節 分析方法與分析工具91
第四章 研究發現103
第一節 產生國產小客車之最佳產品與市場區隔化103
( 1 ) 受測者個體之各屬性重要性及成分效用值分析103
( 2 ) 受測者整體彙總成分效用值分析106
( 3 ) 市場區隔與最佳產品之產生108
第二節 修正後兩因素受測體與全部兩因素受測體一致性之比較114
第三節 受測體之穩定性分析115
第五章 結論與建議121
第一節 結論121
第二節 建議123
附錄一：IMSL套用程式之子程式NMKN使用說明125
附錄二：第一階段問卷129
附錄三：第二階段問卷137
附錄四：全部兩因素受測體分析所得受測者個體之屬性重要性與成分效用值141
附錄五：以PBIB觀念修正後兩因素受測體分析所得受測者個體之屬性重要性與成分效用值160
參考書目179
圖表目錄
表 3 - 1 兩因素法受測體之比較82
表 3 - 2 本研究採用之產品屬性及屬性水準85
表 3 - 3 本研究第一階段問卷回收統計88
表 3 - 4 廠牌變數卡方配合度檢定89
表 3 - 5 汽缸排氣量變數卡方配合度檢定90
表 3 - 6 本研究第二階段問卷回收統計91
表 4 - 1 受測者整體的各屬性相對重要性權數及各屬性水準之成分效用值107
表 4 - 2 集群分析組內平均距離及其遞增量109
表 4 - 3 第一個集群之各屬性水準成分效用值分析110
表 4 - 4 第二個集群之各屬性水準成分效用值分析111
表 4 - 5 六個集群之各屬性水準成分效用值分析113
表 4 - 6 以修正後兩因素受測體與以全部兩因素受測體為基礎分析所得之成分效用值之肯得爾一致性係數114
表 4 - 7 以再測受測體為基礎與以原來之受測體為基礎分析所得之成分效用值之肯得爾一致性係數116
圖 1 - 1 本研究分析架構5
圖 4 - 1 三個受測者（甲、乙、丙）之四個屬性的相對重要性權數比較圖104
圖 4 - 1 三個受測者（甲、乙、丙）之各屬性水準成分效用值比較圖105
dc.format.extent 115 bytes-
dc.format.mimetype text/html-
dc.relation (關聯) 國立政治大學
dc.relation (關聯) 企業管理研究所
dc.relation (關聯) 碩士
dc.relation (關聯) 72
dc.title (題名) 聯合分析在國產小客車產品最佳化之應用研究zh_TW
dc.type (資料類型) thesis
dc.relation.reference (參考文獻) 一、中文部分：
1.邱賜福：「聯合分析在產品最佳化上之應用研究」，淡江大學管理科學研究所碩士論文，（民國72年6月）
2.吳兆益：「聯合分析法在果汁消費者知覺與偏好上之應用研究」，政治大學企業管理研究所碩士論文（民國71年6月）。
3.林聰琳：「自用轎車購買動機之研究」，政治大學企業管理研究所碩士論文（民國66年6月）。
4.馬志毅：「小客車買主之消費者行為 - 決策程式方法」，成功大學工管研究所碩士論文（民國63年6月）。
5.黃俊英：行銷研究 - 管理與技術，台北：華泰書局，民國70年2月，增訂版。
6.黃俊英：「聯合分析及其應用」，企銀季刊（民國72年4月）。
7.黃俊英：「非計量多元尺度法簡介」，管理通訊第111 - 2期（政大企業管理研究所，民國64年3～4月）。
8.趙英文：「聯合衡量模式在行銷管理上的應用」，淡江大學管理科學研究所碩士論文，（民國70年6月）。
9.戴鑑廷：「台灣汽車市場購買行為之研究」，大同工學院事業經營研究所碩士論文（民國70年6月）。
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