PURPOSES : The purpose of this study is to find out how to perform a visual-based conjoint analysis of signs, specifically for those in subway systems.
METHODS: To identify the current problems with signs, we conducted installation case studies on subway signs and developed visualized materials for survey. The visualized survey cards were used to record the subjects’preferences in the conjoint analysis.
RESULTS: Based on the current problems of sign, we developed the profile cards and used the visualized survey cards to conduct the survey for conjoint analysis. From the conjoint analysis using the visualized survey cards, it was found that the values of Pearson’s R and Kendall’s tau are close to 1. This suggests that our model is a very fitted model for conjoint analysis.
CONCLUSIONS: We concluded that a conjoint analysis of subway signs could be reliably performed by using visualized survey cards.

ABSTRACT
1. 서론
    1.1. 배경 및 목적
2. 연구수행절차
3. 선행연구 검토
    3.1. 표지판에 대한 선행연구 검토
    3.2. 표지판에 대한 선행연구와 본 연구와의 비교
    3.3. 컨조인트 분석에 대한 선행연구 검토
    3.4. 컨조인트 분석에 대한 선행연구와 본 연구와의 비교
4. 컨조인트 분석 설계
    4.1. 선호도 모델 및 프로파일 구성 방법
    4.2. 속성과 속성수준의 개발
    4.3. 속성과 속성수준의 결정
    4.4. 속성과 속성수준의 시각화
    4.5. 프로파일 카드 설계
    4.6. 시각화한 설문카드
5. 컨조인트 분석 실행
    5.1. 설문조사 실시
    5.2. 컨조인트 분석 결과
6. 결론 및 논의
    6.1. 결론
    6.2. 시사점
    6.3. 한계점 및 향후연구방향
REFERENCES

• 홍수정(경기대학교 공과대학 도시·교통공학과) | Hong Su-Jeong
• 오흥운(경기대학교 공과대학 도시·교통공학과) | Oh Heung-Un (Department of Urban & Transportation Engineering College of Engineering) 교신저자