市場調查分析的新方法：模糊特徵與共識攫取之應用

市場調查與分析在很多領域中皆被廣泛應用，尤其是在管理科學方面。而在資料收集與分析時，敘述統計能夠簡單且快速地描述資料的基本結構。例如在某些公共議題上，當我們迫切地想了解大眾的看法及社會上的主流意識時，使用眾數會比平均數要來得恰當。由於傳統市場調查與統計分析，常僅限於單一值的統計量，無法表現出人類思維及主觀意識的複雜性，故為了要將人類思維做更合理且精確描述，發展市場調查分析新方法是極需要的。本文首先提出模糊眾數與模糊中位數的定義及其一些相關性質。並經由這些性質討論和資料分析與解釋，將其應用於市場調查分析上。

關鍵字

市場調查與分析；隸屬度函數；模糊眾數；模糊中位數；軟計算

並列摘要

For marketing research, many decisions, evaluations, or purpose of evaluation are done by the survey or questionnaire to seek for people's consensus. The commonly used methods are the surveys or questionnaires: asking people to think in binary logic way from a multiple choice design. However these processes often ignore the fuzzy thinking perceived in human logic and recognition. Thus, employing the membership function and statistical fuzzy analysis will be a more heuristic way. This paper aims at developing a more realistic decision framework for marketing research. The motivation stems from the fact that in many practical problems such as price of a new merchandize, intelligent property, pollution penalty, people's selection for a party… etc. During the survey, people are often encountered with uncertainty or imprecision problems. In this paper we will provide the definitions of fuzzy mode, fuzzy median, and their related properties. We hope that these soft computing methods will make the corresponding fuzzy techniques more practical and reasonable in the future study of management science.

並列關鍵字

Marketing survey ； Membership function ； Fuzzy mode ； Fuzzy median ； Soft computing

國際替代計量

市場調查分析的新方法：模糊特徵與共識攫取之應用

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