觀光餐旅問卷資料的定性分析與建議

Qualitative Analysis and Suggestion of Questionnaire Data in Domain of Tourism and Hospitality

沈孟穎(Meng-Ying Shen)

指導教授 ： 黃俊哲

國立暨南國際大學/管理學院/資訊管理學系/碩士(2013年)

https://doi.org/10.6837/NCNU.2013.00171

摘要

近年來，許多觀光餐旅相關的研究都是以問卷調查的方式進行並輔以統計方法來做資料的驗證與分析。雖然數學方法諸如統計也廣為用在定性的研究上，但對於一個包含量性與定性的資料的問卷來說，若只運用統計方式針對這樣的系統作分析，較難從中獲得更具體的知識本質。再者，然而更多改後良的分析方法也只是以統計為基礎思維在邊緣稍加突破但並未跳脫既有框架。因此，約略集合論的提出被認為是適合用來顯現在混和繁雜資料中知識本質的方法。為了在可被看成一模糊系統的問卷中進行資料探勘，我們進一步改良傳統約略集合，延伸出一個可以處理多重值的方法，我們稱為處理多重值的規則歸納法，目的利用歸納出來的規則帶來對於資料釋義的新觀點及提供知識挖掘的方法。最後，本研究所提出的方法將實際應用至兩個與觀光餐旅相關的問卷案例來比較說明與傳統方法更精進獨到之處，以期能夠與之相輔相成。

關鍵字

問卷 ； 約略集合 ； 規則歸納法 ； 資料探勘 ； 觀光餐旅

並列摘要

Nowadays, many of tourism and hospitality studies give an impression that the data were gathered by questionnaire to serve application of chosen statistical analysis techniques. Although several mathematical techniques such as statistical techniques are used for qualitative studying, but the questionnaire contains both quantitative and qualitative data which is difficult for people to integrally look inside the nature of entire data only by standard statistical techniques. However, doing large additional development efforts on these traditional methods only marginal improvements are likely to be achieved. Better to show the nature of information, the rough sets approach is introduced to provide as a tool that is particularly suitable for uncovering patterns in a database with hybrid data—a data set including both qualitative and quantitative variables which of described characteristics are appear in questionnaire data. Therefore, for mining the vague system like this, we modify the inconsiderable of traditional rough set and extend the rough sets approach in order to deal with multiple value problems with outcomes. Then, a new extended approach─The Multi-Value Rules Generation Algorithm has been proposed. Aim to bring a new perspective on data interpretation and knowledge discovery, we’ve studied two cases which are tourism and hospitality related issues in order to compare with traditional analysis techniques to explore the knowledge by using proposed approach.

並列關鍵字

Questionnaire ； Rough sets ； Rule induction ； Data mining ； Tourism

參考文獻

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