Fuzzy Least Squares Conjoint Analysis and Its Application to Consumer Decision Research

Kazuhisa Takemura; Yuhto Takakai; Kohsuke Ono; Ayako Ochiai

doi:10.14864/softscis.2006.0.1390.0

SCIS & ISIS 2006

Session ID : FR-F4-4

DOI https://doi.org/10.14864/softscis.2006.0.1390.0

Conference information

Host: Japan SOciety for Fuzzy Theory and intelligent informatics

Co-host: The Korea Fuzzy Logic and Intelligent Systems Society, IEEE Computational Intelligence Society, The International Fuzzy Systems Association, 21th Century COE Program "Creation of Agent-Based Social Systems Sciences"

FR-F4 Human judgment and decision making

Fuzzy Least Squares Conjoint Analysis and Its Application to Consumer Decision Research

*Kazuhisa Takemura, Yuhto Takakai, Kohsuke Ono, Ayako Ochiai

Author information

Keywords: fuzzy conjoint analysis, decision analysis, consumer research

CONFERENCE PROCEEDINGS FREE ACCESS

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Abstract

Fuzzy conjoint analysis using fuzzy least squares method is proposed. The proposed conjoint analysis involves the measurement of psychological vague judgments (such as vague consumer preferences ) among choice alternatives. The proposed analysis method was a fuzzy least squares regression analysis where output data and coefficients are represented by L-R fuzzy numbers. In order to evaluate fitness for the data, a fuzzy version of a squared multiple correlation was used. An experiment was conducted to examine the effect of partial information of attribute on the overall evaluation o f desirability for tour package using the fuzzy rating method to measure vagueness in preferential judgment.

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