| Title |
Images of Selected Housing Construction Companies |
| Authors |
이연숙 ; 김미희 ; 오찬옥 ; 이숙영 ; 최수현 |
| Abstract |
This study was attempted to analyze images of selected housing construction companies,thereby to compare and indirectly evaluate them.The subjects were 824 housewives living in apartments over 26-pyung at Sanggae/Junggae Dong area. A self-administered questionnaire was developed for the main survey. Analysis was done using paired-T test, F-test, MDS and cluster analysisThree stages were planned and the results were shown according these stages. First, a semiprojective technique with cartoon style was employed to find out residents' preferences of certain housing construction companies and reasons for the selection. Second, using 3 popular image descriptors, 8 selected companies were analyzed,and cognitive maps were drawn in terms of simiarity and dissimilarity. Third, the 3 most popular companies were comparatively analyzed in detail using 27 image descriptors |