Publication: TERCİH VERİLERİNİN İDEAL NOKTA VE VEKTÖR MODELLERİ İLE ANALİZİ
Loading...
Files
Date
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
Tercih analizi, uyarıcılar için tüketici tercihi oluşumunu niceleştiren, analiz eden ve yorumlayan teknikler içinverilen genel bir terimdir. Kişilerin tercihlerini nasıl yaptıklarını görsel olarak sunan çeşitli haritalama teknikleribulunmaktadır. Tercih verilerinin geometrik gösterimi için kullanılan yöntemlerden biri olan Çok BoyutluUnfolding analizi, kişilerin ve uyarıcıların (tercihlerin) düşük boyutlu bir uzayda birlikte gösterimini sunan biryöntemdir. Tercih verilerinin analizi literatürde iki tip model üzerine odaklanmaktadır. Bunlar, kişilerin veuyarıcıların noktalar şeklinde ifade edildiği “İdeal Nokta Modeli” ve ideal noktaların sonsuza gittiği unfoldingmodelin özel bir hali olan “Vektör Modeli” olarak bilinmektedir. Ülkemizde ve dünyada koşu faaliyetlerine veyarışlarına katılım son yıllarda önemli ölçüde artış göstermektedir. Bu araştırmanın amacı, amatör düzeydekikoşucuların çeşitli yarış türlerine ve mesafelerine ilişkin tercihlerini belirlemeye çalışmaktır. Bu amaçdoğrultusunda İdeal Nokta Modeli ve Vektör Modeli ile amatör koşucuların yarış türlerine ilişkin tercih haritasıbelirlenmeye çalışılmıştır. Bu çalışmanın sonuçlarının, Türkiye’deki ilgili sektördeki pazarlama yöneticilerineUnfolding Analizinin sağladığı haritalar yolu ile sektörün gelişimine katkıda bulunabileceği ve yarış koşankişilerin tercihleri hakkında önemli bilgiler verebileceği düşünülmektedir.
The preference analysis is a generic term for techniques for quantifying, analyzing and interpreting consumer preference for stimuli. There are several mapping techniques that visually present how people make their choices. Multidimensional unfolding analysis, one of the methods used for geometric representation of preference data, is a method that presents a low-dimensional space joint representation of persons and stimuli (preferences). Analysis of preference data focuses on two types of models in the literature. These are known as "Ideal Point Model" where the persons and stimuli are expressed in the form of points and "Vector Model" which is a special form of the unfolding model in which the ideal points go to infinity. Participation in running activities and races in our country and in the world has increased considerably in recent years. The purpose of this research is to try to determine the preferences of the amateur level runners regarding the various types of races and their distances. For this purpose, it has been tried to determine the choice map of the race models of amateur runners with Ideal Point Model and Vector Model. It is thought that the results of this study can contribute to the development of the sector and give important information about the preferences of the racing runners through the maps provided by Unfolding Analysis to the marketing managers in the related sector in Turkey.
The preference analysis is a generic term for techniques for quantifying, analyzing and interpreting consumer preference for stimuli. There are several mapping techniques that visually present how people make their choices. Multidimensional unfolding analysis, one of the methods used for geometric representation of preference data, is a method that presents a low-dimensional space joint representation of persons and stimuli (preferences). Analysis of preference data focuses on two types of models in the literature. These are known as "Ideal Point Model" where the persons and stimuli are expressed in the form of points and "Vector Model" which is a special form of the unfolding model in which the ideal points go to infinity. Participation in running activities and races in our country and in the world has increased considerably in recent years. The purpose of this research is to try to determine the preferences of the amateur level runners regarding the various types of races and their distances. For this purpose, it has been tried to determine the choice map of the race models of amateur runners with Ideal Point Model and Vector Model. It is thought that the results of this study can contribute to the development of the sector and give important information about the preferences of the racing runners through the maps provided by Unfolding Analysis to the marketing managers in the related sector in Turkey.