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.
This is the latest version of this item.
Download (328kB) | Preview
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|
Burusphat, S 1991, The Structure of Thai Narrative, 1st edn, Summer Institute of Linguistics, Texas.
Gopinath, R 2004, ‘Difference in satisfaction perception among international tourists’ demographic factors and its correlation to product-service attributes – a study of the houseboat in Kerala, India’, Master’s thesis, Assumption University, Bangkok.
Hawkins, DI, Best, RJ, & Coney, KA 2000, Consumer behavior: building marketing strategy, 8nd edn, Irwin, Chicago.
Kamuche, FU 2006, ‘Does smaller class size affect student’s performance in basic statistics class? an empirical study’, International Business & Economics Research Journal, vol. 5, no. 8, pp. 39-44.
Kotler, P & Keller, KL 2006, Marketing management, 12th edn, Prentice Hall, New Jersey.
Lawler, JJ & Bae, J 1998, ‘Overt employment discrimination by multinational firms: cultural and economic influences in a developing country’, Industrial Relations, vol. 37, no. 2, pp. 127-152.
Li, J 2007, ‘International tourists’ perceptions of tourism products and facilities in Shanghai, China: a quantitative and qualitative study’, Master’s thesis, Assumption University, Bangkok.
Malhorta, NK 2007, Marketing research: an applied orientation, 5nd edn, Prentice Hall, New Jersey.
Marzo-Navarro, M, Pedraja-Iglesias, M, & Rivera-Torres, P 2010, ‘The effects of nationality of origin on satisfaction: an application for the public service of social housing’, Total Quality Management & Business Excellence, vol. 21, no. 8, pp. 849-861.
Moore, J & Rodchue, S 2005, Colloquial Thai: the complete course for beginners, 2nd edn, Routledge, London.
Proctor, T 1996, Marketing management, Cengage Learning, London. Scheck, CL, Kinicki, AJ, & Webster, JL 1994, ‘The effect of class size on student performance: development and assessment of a process model’, Journal of Education for Business, vol. 70, no. 2, pp. 104-111.
Simcock, P, Sudbury, L, & Wright, G 2006, ‘Age, perceived risk and satisfaction in consumer decision making: a review and extension’, Journal of Marketing Management, vol. 22, no. 4, pp. 355-377.
Available Versions of this Item
Exploring Consumer’s Insights in a Unique Thai Language Course Characteristics: The Application of Conjoint Analysis Technique. (deposited UNSPECIFIED)
- Exploring consumer’s insights in a unique Thai language course characteristics: the application of conjoint analysis technique. (deposited 21. Sep 2011 11:39) [Currently Displayed]