國
立 政 治 大 學
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Na tiona
l Ch engchi University
第參章 研究方法
本章區分為資料來源概述、操作性變數定義與分析方法三節，首先於第一節 中，說明本研究所引用之資料變數的來源，並於第二節中，分別針對銷售金額、
口味、價格等級、量化通路等變數之定義，予以說明。此外，在第三節部分，將 依研究目的所欲探討的研究方向，應用探索性分析、交叉分析與分群分析等方 法，且藉此進一步分析銷售金額與其他變數間、變數與變數之間的關係。
第一節 資料來源概述
為探討國進口酒銷售金額的影響因素，考量某進口酒商之不同酒種銷售資料
之相關欄位，例如口味、價格等級、銷售通路可能造成的影響。故蒐集 2010-2012 年進口酒各種類的銷售金額、口味分類、價格等級分類及銷售通路等數據、藉此 進行探索性分析、交叉分析及分群分析，據以探討其影響關係。
第二節 操作性變數定義
本研究係以某進口酒商之進口酒銷售資料，其資料包括 2010 年-2012 年進口 酒銷售金額，相關欄位包括該進口酒種之口味、價格等級及銷售通路為研究範 疇，透過進口酒 2010-2012 年銷售資料為主要觀點，來討論進口酒的口味、價格 等級及銷售金額對進口酒銷售金額的影響程度。本節除對研究之資料來源進行敘 述外，另分別針對主要變數，即進口酒歷年銷售金額及相關變數(包含口味、價 格等級、銷售通路)的定義，逐一概述。
一、主要變數說明
為能探討某進口酒商銷售不同酒種之銷售資料，並了解主要影響銷售金額之 原因，原因是否包括交易資料中所提供的不同酒種、口味分類、價格等級及銷售 通路，以及彼此之間的關連性。因此，我們將不同酒種之歷年銷售金額視為主要 變數，進而探討與其他變數間的關係，主要變數將列表 3-1：
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6 Johnnie Walker GreenLabel 13.40 16.90 14.64
7 The Famous Grouse
Blended Malt 13.20 14.20 14.46
8 Macallan Fine Oak 12.50 5.20 15.25 9 Macallan Fine Oak12
Years 11.40 0.60 10.71
10 Johnnie Walker XR 21y 11.30 2.50 NA 11 Johnnie Walker Black
Label 10.50 12.60 12.43
Blended Malt18Years 5.60 4.80 5.43 17 Ballantine's Blended Malt 5.60 7.60 9.93 18 Ballantine's Blended
Malt12Years 5.60 7.40 9.05 26 Prime Blue BlendedNone
age 3.90 4.30 4.76
27 Chivas Regal 3.30 3.40 2.61
表 3-1 不同酒種歷年銷售金額
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35 Johnnie Walker Gold
Label 2.60 5.20 5.22
51 Prime Blue Pure Malt12
Years 1.00 1.20 1.70
52 Matisse OldNone age 1.00 2.00 3.56 53 The Glenlivet18Years 0.90 1.70 0.54
54 Balvenie15Years 0.90 0.30 0.09
55 Suntory Yamazaki 0.90 1.30 1.77 56 Macallan Fine Oak17
Years 0.80 1.40 0.81
57 Scottish Prince 0.70 0.40 0.43
58 Singleton15 Years 0.60 0.30 0.21
59 Black Burn 0.60 NA NA
60 Glenfiddich19 Years 0.50 NA NA
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62 Prime Blue Pure MaltNone
age 0.50 0.70 1.28 70 Macallan Fine Oak15
Years 0.20 3.20 4.13
83 Ballantine's Blended
Malt8Years 0.10 0.20 0.81 89 Macallan Sherry Oak18
Years 0.10 1.30 4.01
90 Singleton18 Years 0.00 0.00 0.00 91 The Glenlivet25Years 0.00 0.10 NA 92 The GlenlivetNone 0.00 0.00 NA 93 The Glenlivet21Years 0.00 0.10 NA
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102 Prime Blue Pure Malt17
Years 0.00 0.20 0.19
103 Prime Blue Pure Malt21
Years 0.00 0.00 NA
104 The Glenrothes25 Years 0.00 0.00 NA
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Glenmorangie18Years Single Malt
Balvenie10Years Single Malt
Spey15 Years Single Malt
Royal Salute 21y Blended
Johnnie Walker Green Label Blended Malt The Famous Grouse Blended Malt Blended Malt
Macallan Fine Oak Single Malt
Macallan Fine Oak12 Years Single Malt
Johnnie Walker XR 21y Blended
Johnnie Walker Black Label Blended
Singleton(All) Single Malt
Singleton12 Years Single Malt
Glenfiddich Single Malt
The Glenlivet Single Malt
The Famous Grouse Blended Malt18Years Blended Malt Ballantine's Blended Malt Blended Malt Ballantine's Blended Malt12Years Blended Malt
Glenmorangie Single Malt
Ballantine's Blended
Ballantine's17Years Blended
The Famous Grouse Blended Malt12 Years Blended Malt
Scottish Leader(All) Blended
Scottish LeaderNone age Blended The Glenlivet12Years Single Malt Prime Blue BlendedNone age Blended
Chivas Regal Blended
Chivas Regal12 Years Blended
The Famous Grouse Blended MaltNone age Blended Glenmorangie10Years Single Malt Glenfiddich18 Years Single Malt Spey Chairman's Choice Single Malt GlenmorangieNone age Single Malt
Balvenie Single Malt
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Johnnie Walker Gold Label Blended
Suntory Kakubin White Blended
Glenfiddich12 Years Single Malt
Glenroth 1998 Single Malt
The Glenlivet15Years Single Malt Glenfiddich15 Years Single Malt
Spey Single Malt
Prime Blue Pure Malt Blended Malt
Spey12 Years Single Malt
Suntory Kakubin Black Blended
The Glenrothes Single Malt
The GlenrothesNone age Single Malt Johnnie Walker Premier Blended
OTHERS Non-grouping
JW Gold Reserve Blended
Balvenie12Years Single Malt
Prime Blue Pure Malt12 Years Blended Malt
Matisse OldNone age Blended
The Glenlivet18Years Single Malt
Balvenie15Years Single Malt
Suntory Yamazaki Single Malt
Macallan Fine Oak17 Years Single Malt
Scottish Prince Blended
Singleton15 Years Single Malt
Black Burn Single Malt
Glenfiddich19 Years Single Malt
Balvenie21Years Single Malt
Prime Blue Pure MaltNone age Blended Malt
Highland Park Single Malt
Grant's Pure Malt Blended Malt
Grant's Blended Blended
Bunnahabhain Single Malt
Auchento Single Malt
Glenfiddich30 Years Single Malt
The Glen Dronach Single Malt
Macallan Fine Oak15 Years Single Malt
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Glenfiddich21 Years Single Malt
Ballantine'sNone age Blended
Dewar's Blended
Glen Grant Single Malt
Suntory Hibiki Blended
The Silver Grouse Blended Malt
Spey Royal Choice Single Malt
Suntory Old Blended
Aberfeldy Single Malt
Glengoyne Single Malt
Matisse 12y Blended
Bowmore Single Malt
Ballantine's Blended Malt8Years Blended Malt
Ballantine's21Years Blended
Scottish Leader12Years Blended
Royal Crystal Non-grouping
Chieftain's Single Malt
Macallan Sherry Oak Single Malt
Macallan Sherry Oak18 Years Single Malt
Singleton18 Years Single Malt
The Glenlivet25Years Single Malt
The GlenlivetNone Single Malt
The Glenlivet21Years Single Malt Glenmorangie25Years Single Malt Scottish Leader15Years Blended Scottish Leader21Years Blended Scottish Leader28Years Blended
Balvenie29Years Single Malt
Spey21 Years Single Malt
Spey18 Years Single Malt
SpeyNone age Single Malt
Prime Blue Pure Malt17 Years Blended Malt Prime Blue Pure Malt21 Years Blended Malt The Glenrothes25 Years Single Malt
資料來源：本研究整理。
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2,000 元以上)；Deluxe(新台幣 1,000-1,999 元)；Premium(新台幣 600-999 元)；Standard(新台幣 599 以下)，我們將進口酒商不同酒種之價格等級列如下表 3-3：
表 3-3 各種酒種價格等級
酒的種類 價錢(由高至低排一至四種
Glenmorangie18Years Super Deluxe
Balvenie10Years None
Spey15 Years None
All None
Royal Salute 21y Super Deluxe Johnnie Walker Green Label Premium The Famous Grouse Blended Malt Standard Macallan Fine Oak Super Deluxe Macallan Fine Oak12 Years Deluxe Johnnie Walker XR 21y Super Deluxe Johnnie Walker Black Label Premium Singleton(All) Super Deluxe Singleton12 Years Deluxe
Glenfiddich All
The Glenlivet All
The Famous Grouse Blended Malt18Years Premium Ballantine's Blended Malt Standard Ballantine's Blended Malt12Years Premium
Glenmorangie Super Deluxe
Ballantine's Super Deluxe&Premium Ballantine's17Years Deluxe
The Famous Grouse Blended Malt12 Years Premium
Scottish Leader(All) Super Deluxe&Premium Scottish LeaderNone age Standard
The Glenlivet12Years Premium Prime Blue BlendedNone age Standard
Chivas Regal Premium
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The Famous Grouse Blended MaltNone age Standard Glenmorangie10Years Premium Glenfiddich18 Years Deluxe Spey Chairman's Choice Deluxe GlenmorangieNone age AllBalvenie Super Deluxe
Johnnie Walker Gold Label Deluxe Suntory Kakubin White Standard Glenfiddich12 Years Premium
Glenroth 1998 Deluxe
The Glenlivet15Years Deluxe Glenfiddich15 Years Deluxe
Spey All
Prime Blue Pure Malt Deluxe&Premium&Standard
Spey12 Years Premium
Suntory Kakubin Black Standard
The Glenrothes All
The GlenrothesNone age Super Deluxe Johnnie Walker Premier Super Deluxe
OTHERS All
JW Gold Reserve Deluxe
Balvenie12Years Deluxe
Prime Blue Pure Malt12 Years None
Matisse Old Standard
The Glenlivet18Years Deluxe Balvenie15Years Super Deluxe Suntory Yamazaki Deluxe&Premium Macallan Fine Oak17 Years Super Deluxe
Scottish Prince All
Singleton15 Years Deluxe
Black Burn Premium&Standard Glenfiddich19 Years Super Deluxe Balvenie21Years Super Deluxe Prime Blue Pure MaltNone age None
Highland Park All
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Grant's Pure Malt Standard
Grant's Blended Super Deluxe&Standard
Bunnahabhain All
Auchento Deluxe
Glenfiddich30 Years Super Deluxe
The Glen Dronach All
Macallan Fine Oak15 Years Deluxe Glenfiddich21 Years Super Deluxe Ballantine'sNone age None
Dewar's Deluxe&Premium&Standard
Glen Grant Standard
Suntory Hibiki Deluxe
The Silver Grouse Premium Spey Royal Choice Super Deluxe
Suntory Old Premium
Aberfeldy Deluxe
Glengoyne Deluxe
Matisse 12y Deluxe&Premium
Bowmore Deluxe
Ballantine's Blended Malt8Years Standard Ballantine's21Years Super Deluxe Scottish Leader12Years Premium
Royal Crystal Super Deluxe&Premium Chieftain's Deluxe&Premium Macallan Sherry Oak Super Deluxe Macallan Sherry Oak18 Years Super Deluxe Singleton18 Years Super Deluxe The Glenlivet25Years Super Deluxe The GlenlivetNone None The Glenlivet21Years Super Deluxe Glenmorangie25Years Super Deluxe Scottish Leader15Years None Scottish Leader21Years Deluxe Scottish Leader28Years None Balvenie29Years Super Deluxe
Spey21 Years None
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SpeyNone age Premium
Prime Blue Pure Malt17 Years None Prime Blue Pure Malt21 Years None The Glenrothes25 Years Super Deluxe
資料來源：本研究整理。
Glenmorangie18Years 1
Balvenie10Years 1
Spey15 Years 1
The Famous Grouse Blended
Malt18Years 1 1 1 1
Ballantine's Blended Malt 1 1 1 1 Ballantine's Blended Malt12Years 1 1 1 1
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Ballantine's17Years 1 1 The Famous Grouse Blended
Malt12 Years 1 1 1 1
The Famous Grouse Blended
MaltNone age 1 1 1
Suntory Kakubin Black 1
The Glenrothes 1
The GlenrothesNone age 1 Johnnie Walker Premier 1
OTHERS 1 1 1
JW Gold Reserve 1 1
Balvenie12Years 1 1
Prime Blue Pure Malt12 Years 1 1 1 1
Matisse OldNone age 1 1 1
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Suntory Yamazaki 1
Macallan Fine Oak17 Years 1 1
Scottish Prince 1
Singleton15 Years 1
Black Burn 1
Bunnahabhain 1
Auchento 1
Glenfiddich30 Years 1
The Glen Dronach 1
Macallan Fine Oak15 Years 1 1 1
Glenfiddich21 Years 1
Ballantine'sNone age 1
Dewar's 1 1 1
Ballantine's Blended Malt8Years 1 1 1
Ballantine's21Years 1
Scottish Leader12Years 1 1
Royal Crystal 1
Chieftain's 1
Macallan Sherry Oak 1 1
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Singleton18 Years 1
The Glenlivet25Years 1
The GlenlivetNone 1
The Glenlivet21Years 1
Glenmorangie25Years 1
Scottish Leader15Years 1 Scottish Leader21Years 1 Scottish Leader28Years 1
Balvenie29Years 1
Spey21 Years 1
Spey18 Years 1
SpeyNone age 1
Prime Blue Pure Malt17 Years 1 1 Prime Blue Pure Malt21 Years 1 The Glenrothes25 Years 1