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

Author

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  • Putthiwanit, Chutinon
  • Vogler, Denis Marcel
  • Zhu, Jingling
  • Kincart, Andrew

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.

Suggested Citation

  • Putthiwanit, Chutinon & Vogler, Denis Marcel & Zhu, Jingling & Kincart, Andrew, 2011. "Exploring consumer’s insights in a unique Thai language course characteristics: the application of conjoint analysis technique," MPRA Paper 33589, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:33589
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    References listed on IDEAS

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    1. Jan Folkmann Wright, 2019. "Decision-making in Risk Management," Chapters, in: Ali G. Hessami (ed.), Perspectives on Risk, Assessment and Management Paradigms, IntechOpen.
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    Cited by:

    1. Chutinon Putthiwanit, 2012. "Investigating Consumer Insight by Using Completion Techniques: A Case Study of a Motorcycle Accessory Shop in Thailand," International Review of Management and Marketing, Econjournals, vol. 2(2), pages 92-98.

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    More about this item

    Keywords

    Thai Language; Conjoint Analysis; Focus Group; Statistical Technique;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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