Putthiwanit, Chutinon and Vogler, Denis Marcel and Zhu, Jingling and Kincart, Andrew (2011): Exploring consumer’s insights in a unique Thai language course characteristics: the application of conjoint analysis technique. Published in: International Journal of Humanities and Social Science , Vol. 1, No. 11 (31. July 2011): pp. 107-114.
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Our research aims to explore a unique package of a Thai language course in foreigners’ perceptions by using Conjoint Analysis technique. This study is a descriptive research in which Conjoint Analysis technique is applied to give a greater understanding of the more desired course for foreigners. The research instrument used in the research is self-administered questionnaires. Prior to the survey, a focus group was conducted to obtain a comprehensive representation of factors to be included. Our findings show that consumers perceive price, number of teaching hours, and the class size of a Thai language course as the most important factors in choosing a course. In conclusion, the ideal Thai language course package should be comprised of 40 hours of private classes at a downtown location, and with a price of 4,000 baht.
|Item Type:||MPRA Paper|
|Original Title:||Exploring consumer’s insights in a unique Thai language course characteristics: the application of conjoint analysis technique|
|Keywords:||Thai Language, Conjoint Analysis, Focus Group, Statistical Technique|
|Subjects:||M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing|
|Depositing User:||Chutinon Putthiwanit|
|Date Deposited:||21. Sep 2011 11:39|
|Last Modified:||16. Feb 2013 05:22|
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