A Study of Standardization for Evaluation Value based on Individuality in Evaluation Frequency

Abstract

In the field of marketing, questionnaires are often carried out in order to formulate a marketing strategy by analyzing acquired data. In conventional analysis method, first, those data are classified based on the attributes such as age, gender, and so on. Then the characteristics of those groups are analyzed using statistical methods. On the other hand, the authors have tried to find out "individuality" from questionnaire data (Kansei data). In SD(Semantic Differential) method, subjects express their impressions to each object by giving an evaluation value for each impression word. In the evaluation, there is much individual difference of impressions not only to each object but also to using evaluation values themselves. It is thought that this individuality for the evaluation values can be found in the difference of the frequency in use of evaluation values. This paper assumes that the difference of the use of evaluation values is also one of the individualities of subjects and studies a new analysis method based on this individuality.