CHAID 의사결정 모델을 활용한 국내 프로야구 구단의 마케팅전략 수립에 관한 정책 방안 연구
DC Field | Value | Language |
---|---|---|
dc.contributor.author | 박성배 | - |
dc.contributor.author | 최준서 | - |
dc.contributor.author | 신상현 | - |
dc.date.accessioned | 2022-07-15T20:16:47Z | - |
dc.date.available | 2022-07-15T20:16:47Z | - |
dc.date.created | 2021-05-13 | - |
dc.date.issued | 2015-11 | - |
dc.identifier.issn | 1598-8376 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/155934 | - |
dc.description.abstract | The main purpose of this current study was to step beyond conventional descriptive analyses by applying a relatively new method of analysis with a more exploratory character, namely data mining. This study was to analyze critical determinants of fan segmentation in a professional baseball franchise in Korea. Also it was to build on previous research on the application of data mining to the fans of the professional baseball franchise in Korea and contributes to the foundational research toward fan segmentation strategies. A total of 25 survey crews were recruited on the voluntary basis from a university in Korea and educated about their roles and responsibilities at the orientation session before they were sent to the baseball stadium. A total of 10 home games of A professional baseball franchise were randomly selected for this study and four to five survey crews were dispatched to each game. 1869 participants (56.8% female and 43.2% male, mean age = 26.59 years, SD = 9.09 years) during a professional baseball game in Korea responded to the questionnaires. Two decision tree models were successfully created with fandom and gender being the dependant variable, respectively. The first model had a total of three layers with eight nodes and the second one consist of four layers with 10 nodes. | - |
dc.language | 한국어 | - |
dc.language.iso | ko | - |
dc.publisher | 한국체육정책학회 | - |
dc.title | CHAID 의사결정 모델을 활용한 국내 프로야구 구단의 마케팅전략 수립에 관한 정책 방안 연구 | - |
dc.title.alternative | Use of CHAID Decision Tree Model into the Market Strategy of the Professional Korean Baseball Franchises | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | 박성배 | - |
dc.contributor.affiliatedAuthor | 최준서 | - |
dc.identifier.bibliographicCitation | 한국체육정책학회지, v.13, no.4, pp.203 - 214 | - |
dc.relation.isPartOf | 한국체육정책학회지 | - |
dc.citation.title | 한국체육정책학회지 | - |
dc.citation.volume | 13 | - |
dc.citation.number | 4 | - |
dc.citation.startPage | 203 | - |
dc.citation.endPage | 214 | - |
dc.type.rims | ART | - |
dc.identifier.kciid | ART002051161 | - |
dc.description.journalClass | 2 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | kci | - |
dc.subject.keywordAuthor | CHAID 의사결정 모델 | - |
dc.subject.keywordAuthor | 마케팅 전략 | - |
dc.subject.keywordAuthor | 시장세분화 | - |
dc.subject.keywordAuthor | 마케팅 리서치 | - |
dc.subject.keywordAuthor | CHAID decision tree model | - |
dc.subject.keywordAuthor | Market Segmentation | - |
dc.subject.keywordAuthor | Marketing Strategy | - |
dc.subject.keywordAuthor | Marketing Research | - |
dc.identifier.url | https://ks-sp.or.kr/39/8835665 | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
222, Wangsimni-ro, Seongdong-gu, Seoul, 04763, Korea+82-2-2220-1365
COPYRIGHT © 2021 HANYANG UNIVERSITY.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.