Exploring consumer’s insights in a unique Thai language course characteristics: the application of conjoint analysis technique

Putthiwanit, Chutinon; Vogler, Denis Marcel; 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.

Abstract

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
• Language: English
• Keywords: Thai Language, Conjoint Analysis, Focus Group, Statistical Technique
• Subjects: M - Business Administration and Business Economics; Marketing; Accounting > M3 - Marketing and Advertising > M31 - Marketing

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