컨조인트 분석기법의 속성분류에 따른 공동주택 옥외공간의 선호도 차이분석

The Comparative Analysis on the Change of People's Outdoor Space Preference according to Classification of Attributes in Multi-Family Housing using a Conjoint Analysis

1. CONTENTS (1) RESEARCH OBJECTIVES The purpose of this study is to find difference between the preferred properties of potential users for the outdoor space of the multi-family housing complex according to classification of attributes as conjoint analysis and to select the target market through market segmentation. (2) RESEARCH METHOD This study was focused on survey analysis.The data for this analysis was collected from the questionnaire.Collecting data wasdone by random sampling, which considered the demographic characteristics, such as gender and age, out of 368 people from metropolitan region. There are 4 attributes in outdoor spaces such as Communication space, Well-being space, Cultural space and Educational space. Each attribute is divided into3 levels so there are total of 12 levels. The respondents have indicated the priority of each combination from most preferred combination through least preferred combination. The survey result will find out which properties of outdoor space the potential users in the multi-family housing complex emphasize and select by calculating the importance of property and the benefit value of property level. Then will conduct the market segmentation according to correlation of the statistical properties by non-hierarchical cluster analysis. Especially this study was tested by the conjoint analysis and the analysis of F-test with SPSS 17.0 as statistical package. (3) RESEARCH FINDINGS The study has identified that the most important property among four properties had been changed from a Communication to a Amenity according to time difference. 2. RESULTS This is shown that consider inginformation and communication as an important properties had been changed to regarding leisure and culture facilities as valuable properties.