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

Chutinon Putthiwanit, Denis Vogler, Jingling Zhu and Andrew Kincart

MPRA Paper from University Library of Munich, Germany

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.

Keywords: Thai Language; Conjoint Analysis; Focus Group; Statistical Technique (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2011-07-31
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Citations: View citations in EconPapers (1)

Published in International Journal of Humanities and Social Science 11.1(2011): pp. 107-114

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:33589

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