GSMによる消費者の感性を考慮した灰色理論型市場調査法 (日本感性工学会研究論文集)

概要

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In this paper a modified marketing research method based on grey theory is proposed. Grey theory is one of the mathematical fundamentals which handle uncertainty such as fuzzy theory or rough set theory. Grey relational analysis based on Minkowski metric instead of Deng's original method processes obtained <I>Kansei</I> information more topologically. A grey positioning map shows good/bad impressions of given commodities between their function/exterior and their potential demands par costs on a two -dimensional map. In addition, GSM (Grey Structural Modeling) instead of ISM via correlations draws a digraph of given affective words, which extracts information of impression that consumers felt hardly/softly from displayed commodities visually. The authors had held two experiments for university students on 15 dustbins and 20 table lamps. The analyzing result by the proposal is consistent with that by the past proposed method with new information.
日本感性工学会の論文