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題名 二維市場調查與模糊統計分析在手機品牌與消費者習性的應用
Marketing Research with Two-dimensional Fuzzy Statistical Analysis and Its Application in Mobile Phone and Consumer Behavior
作者 許士軒
貢獻者 吳柏林
許士軒
關鍵詞 手機品牌
隸屬度相關係數
模糊資料
日期 2015
上傳時間 27-Jul-2015 11:29:58 (UTC+8)
摘要 在統計學上，我們常使用皮爾森相關係數來表達兩變數間線性關係的強度，同時也表達出關係之方向。皮爾森相關係數所處理的資料是兩筆明確的實數值，但是當資料是模糊數時，如何計算廣義模糊相關係數?本研究探討問卷模糊樣本資料值求得隸屬度相關係數，並提出廣義模糊相關係數。我們以影響手機品牌與消費者個性的因素，作實證研究分析，得出更合理的分析。而此隸屬度相關定義能應用在多筆資料值為實數的情況，可以解釋更多在實務上所發生的相關現象。
目錄
     1.前言 1
     2.文獻探討 3
     2.1 模糊理論的基本原理 4
     2.2 模糊問卷調查 6
     2.3消費者行為之定義 7
     3.研究方法 8
     3.1 二維市場調查 8
     3.2 模糊統計分析 9
     3.3 模糊相關係數 15
     4.實證分析 19
     5.結論與建議 22
     參考文獻 23
     附錄 26
參考文獻 中文部分
     劉天祥、佟中仁（譯）（1990）。Fuzzy理論入門（原作者：向殿政男）。
     臺北：中國生產力中心。
     吳柏林（2005）。模糊統計導論：方法與應用。臺北：五南書局。
     林原宏（2004）。心理測驗與統計：模糊相關係數。教育研究月刊，122，148-149。
     洪仁怡（2003）。桌上型電腦液晶螢幕（LCD Monitor）消費者品牌認知與購買行為之研究－以大台北地區居民為例。國立交通大學，碩士論文。
     英文部分
     Alhija, F. N. A., & Levy, A. (2009). Effect size reporting practices in published articles. Educational & Psychological Measurement, 69, 245-265.
     Bobko, P. (2001). Correlation and regression: Applications for industrial organizational psychology and management (2nd ed.). Thousand Oaks, CA: Sage.
     Breaugh, J. A. (2003). Effect size estimation: Factors to consider and mistakes to avoid. Journal of Management, 29, 79-97.
     Bustince, H & Burillo , P. (1995). Correlation of interval-valued intuitionistic fuzzy sets. Fuzzy Sets and Systems, 74, 237-244.
     Chaudhuri, B.B. & Bhattacharya, A. (2001). On Correlation between two fuzzy sets. Fuzzy Sets and Systems, 118, 447-456.
     Chiang, D.A. &Lin, N. P. (1999). Correlation of fuzzy sets. Fuzzy Sets and Systems, 102, 221-226.
     Demby, E(1973), Psychographics and form where it comes, Lifestyle and Psychographics, William D. Wells Edition, Chicago: AMA, 1973, pp. 22.
     Durlak, J. A. (2009). How to select, calculate, and interpret effect sizes. Journal of Pediatric Psychology, 34, 917-928.
     Engel, F.,et al.(1973), Consumer Behavior, 2nd ed., Rinehart and Winston Inc., 1973
     Engel, F.,et al.(1993), Consumer Behavior, 7nd ed., Chicago Dryden, 1993, pp. 53
     Ferguson, C. J. (2009). An effect size primer: A guide for clinicians and researchers. Professional Psychology: Research & Practices, 40, 532-538.
     Hong, D. & Hwang.S. (1995). Correlation of intuitionistic fuzzy sets in probability space. Fuzzy Sets and Systems, 75, 77-81.
     Hong, D. (2006). Fuzzy measures for a correlation coefficient of fuzzy numbers under Tw (the weakest t norm)-based fuzzy arithmetic operations. Fuzzy Sets and Systems, 176, 150-160.
     Huberty, C. (2002). A history of effect size indices. Educational & Psychological Measurement, 62, 227-240.
     Johnson, N. L., Kotz, S., & Balakrishnan, N. (1995). Continuous univariate distributions (2nd ed., Vol. 2). New York: Wiley.
     Kline, R. B. (2004). Beyond significance testing: Reforming data analysis methods in behavioral research. Washington, DC: American Psychological Association.
     Kotler, P. & Keller L. (2006), Marketing Management, 12th edition, Prentice Hall Inc., 2006.
     Liu,S. & Kao,C.(2002). Fuzzy Measures for correlation coefficient of fuzzy numbers. Fuzzy Sets and Systems, 128, 267-275.
     Nicosia, M.(1968), Consumer decision process: marketing and advertising implication, Prentice-Hall Inc., 1968, pp.29.
     Nguyen, H. and Wu, Berlin (2006). Fundamentals of Statistics with Fuzzy Data, Springer-Verlag: Heidelberg.
     Regin, C. C. (2000). Fuzzy-Set social science. Chicago: University of Chicago Press.
     Richardson, J. T. E. (1996). Measures of effect size. Behavior Research Methods, Instruments, & Computers, 28, 12-22.
     Rosnow, R. L., & Rosenthal, R. (2003). Effect sizes for experimenting psychologists. Canadian Journal of Experimental Psychology, 57, 221-237.
     Shieh, G. (2006). Exact interval estimation, power calculation and sample size determination in normal correlation analysis. Psychometrika, 71, 529-540.
     Shieh, G. (2008). Improved shrinkage estimation of squared multiple correlation coefficient and squared cross-validity coefficient. Organizational Research Methods, 11, 387-407.
     Shieh, G. (2010). Estimation of the simple correlation coefficient. Behavior Research Methods, 42(4), 906-917.
     Smithson,M. (1987). Fuzzy Set analysis for behavioral and social sciences. New York: Springer-Verlag.
     Stuart, A., & Ord, J. K. (1994). Kendall’s advanced theory of statistics (6th ed., Vol. 1). New York: Halsted Press.
     Vacha-Haase, T., & Thompson, B. (2004). How to estimate and interpret various effect sizes. Journal of Counseling Psychology, 51, 473-481.
     Williams, G(1982), Consumer Behavior Fundamental and Strategies, St. Paul Minn: West Publishing Co., 1982, PP. 5.
     Yu, C. (1993). Correlation of fuzzy numbers. Fuzzy Sets and systems, 55, 303-307.
     Zedah, L. A. (1978). Fuzzy sets as a basis for a theory of possibility, Fuzzy sets and Systems, 1, 3-28.
描述 碩士
國立政治大學
應用數學研究所
101751015
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0101751015
資料類型 thesis
dc.contributor.advisor 吳柏林zh_TW
dc.contributor.author (Authors) 許士軒zh_TW
dc.creator (作者) 許士軒zh_TW
dc.date (日期) 2015en_US
dc.date.accessioned 27-Jul-2015 11:29:58 (UTC+8)-
dc.date.available 27-Jul-2015 11:29:58 (UTC+8)-
dc.date.issued (上傳時間) 27-Jul-2015 11:29:58 (UTC+8)-
dc.identifier (Other Identifiers) G0101751015en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/76909-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 應用數學研究所zh_TW
dc.description (描述) 101751015zh_TW
dc.description.abstract (摘要) 在統計學上，我們常使用皮爾森相關係數來表達兩變數間線性關係的強度，同時也表達出關係之方向。皮爾森相關係數所處理的資料是兩筆明確的實數值，但是當資料是模糊數時，如何計算廣義模糊相關係數?本研究探討問卷模糊樣本資料值求得隸屬度相關係數，並提出廣義模糊相關係數。我們以影響手機品牌與消費者個性的因素，作實證研究分析，得出更合理的分析。而此隸屬度相關定義能應用在多筆資料值為實數的情況，可以解釋更多在實務上所發生的相關現象。zh_TW
dc.description.abstract (摘要) 目錄
     1.前言 1
     2.文獻探討 3
     2.1 模糊理論的基本原理 4
     2.2 模糊問卷調查 6
     2.3消費者行為之定義 7
     3.研究方法 8
     3.1 二維市場調查 8
     3.2 模糊統計分析 9
     3.3 模糊相關係數 15
     4.實證分析 19
     5.結論與建議 22
     參考文獻 23
     附錄 26		-
dc.description.tableofcontents 目錄
     1.前言 1
     2.文獻探討 3
     2.1 模糊理論的基本原理 4
     2.2 模糊問卷調查 6
     2.3消費者行為之定義 7
     3.研究方法 8
     3.1 二維市場調查 8
     3.2 模糊統計分析 9
     3.3 模糊相關係數 15
     4.實證分析 19
     5.結論與建議 22
     參考文獻 23
     附錄 26		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0101751015en_US
dc.subject (關鍵詞) 手機品牌zh_TW
dc.subject (關鍵詞) 隸屬度相關係數zh_TW
dc.subject (關鍵詞) 模糊資料zh_TW
dc.title (題名) 二維市場調查與模糊統計分析在手機品牌與消費者習性的應用zh_TW
dc.title (題名) Marketing Research with Two-dimensional Fuzzy Statistical Analysis and Its Application in Mobile Phone and Consumer Behavioren_US
dc.type (資料類型) thesisen
dc.relation.reference (參考文獻) 中文部分
     劉天祥、佟中仁（譯）（1990）。Fuzzy理論入門（原作者：向殿政男）。
     臺北：中國生產力中心。
     吳柏林（2005）。模糊統計導論：方法與應用。臺北：五南書局。
     林原宏（2004）。心理測驗與統計：模糊相關係數。教育研究月刊，122，148-149。
     洪仁怡（2003）。桌上型電腦液晶螢幕（LCD Monitor）消費者品牌認知與購買行為之研究－以大台北地區居民為例。國立交通大學，碩士論文。
     英文部分
     Alhija, F. N. A., & Levy, A. (2009). Effect size reporting practices in published articles. Educational & Psychological Measurement, 69, 245-265.
     Bobko, P. (2001). Correlation and regression: Applications for industrial organizational psychology and management (2nd ed.). Thousand Oaks, CA: Sage.
     Breaugh, J. A. (2003). Effect size estimation: Factors to consider and mistakes to avoid. Journal of Management, 29, 79-97.
     Bustince, H & Burillo , P. (1995). Correlation of interval-valued intuitionistic fuzzy sets. Fuzzy Sets and Systems, 74, 237-244.
     Chaudhuri, B.B. & Bhattacharya, A. (2001). On Correlation between two fuzzy sets. Fuzzy Sets and Systems, 118, 447-456.
     Chiang, D.A. &Lin, N. P. (1999). Correlation of fuzzy sets. Fuzzy Sets and Systems, 102, 221-226.
     Demby, E(1973), Psychographics and form where it comes, Lifestyle and Psychographics, William D. Wells Edition, Chicago: AMA, 1973, pp. 22.
     Durlak, J. A. (2009). How to select, calculate, and interpret effect sizes. Journal of Pediatric Psychology, 34, 917-928.
     Engel, F.,et al.(1973), Consumer Behavior, 2nd ed., Rinehart and Winston Inc., 1973
     Engel, F.,et al.(1993), Consumer Behavior, 7nd ed., Chicago Dryden, 1993, pp. 53
     Ferguson, C. J. (2009). An effect size primer: A guide for clinicians and researchers. Professional Psychology: Research & Practices, 40, 532-538.
     Hong, D. & Hwang.S. (1995). Correlation of intuitionistic fuzzy sets in probability space. Fuzzy Sets and Systems, 75, 77-81.
     Hong, D. (2006). Fuzzy measures for a correlation coefficient of fuzzy numbers under Tw (the weakest t norm)-based fuzzy arithmetic operations. Fuzzy Sets and Systems, 176, 150-160.
     Huberty, C. (2002). A history of effect size indices. Educational & Psychological Measurement, 62, 227-240.
     Johnson, N. L., Kotz, S., & Balakrishnan, N. (1995). Continuous univariate distributions (2nd ed., Vol. 2). New York: Wiley.
     Kline, R. B. (2004). Beyond significance testing: Reforming data analysis methods in behavioral research. Washington, DC: American Psychological Association.
     Kotler, P. & Keller L. (2006), Marketing Management, 12th edition, Prentice Hall Inc., 2006.
     Liu,S. & Kao,C.(2002). Fuzzy Measures for correlation coefficient of fuzzy numbers. Fuzzy Sets and Systems, 128, 267-275.
     Nicosia, M.(1968), Consumer decision process: marketing and advertising implication, Prentice-Hall Inc., 1968, pp.29.
     Nguyen, H. and Wu, Berlin (2006). Fundamentals of Statistics with Fuzzy Data, Springer-Verlag: Heidelberg.
     Regin, C. C. (2000). Fuzzy-Set social science. Chicago: University of Chicago Press.
     Richardson, J. T. E. (1996). Measures of effect size. Behavior Research Methods, Instruments, & Computers, 28, 12-22.
     Rosnow, R. L., & Rosenthal, R. (2003). Effect sizes for experimenting psychologists. Canadian Journal of Experimental Psychology, 57, 221-237.
     Shieh, G. (2006). Exact interval estimation, power calculation and sample size determination in normal correlation analysis. Psychometrika, 71, 529-540.
     Shieh, G. (2008). Improved shrinkage estimation of squared multiple correlation coefficient and squared cross-validity coefficient. Organizational Research Methods, 11, 387-407.
     Shieh, G. (2010). Estimation of the simple correlation coefficient. Behavior Research Methods, 42(4), 906-917.
     Smithson,M. (1987). Fuzzy Set analysis for behavioral and social sciences. New York: Springer-Verlag.
     Stuart, A., & Ord, J. K. (1994). Kendall’s advanced theory of statistics (6th ed., Vol. 1). New York: Halsted Press.
     Vacha-Haase, T., & Thompson, B. (2004). How to estimate and interpret various effect sizes. Journal of Counseling Psychology, 51, 473-481.
     Williams, G(1982), Consumer Behavior Fundamental and Strategies, St. Paul Minn: West Publishing Co., 1982, PP. 5.
     Yu, C. (1993). Correlation of fuzzy numbers. Fuzzy Sets and systems, 55, 303-307.
     Zedah, L. A. (1978). Fuzzy sets as a basis for a theory of possibility, Fuzzy sets and Systems, 1, 3-28.		zh_TW