International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

Exploring Consumer’s Insights in a Unique Thai Language Course Characteristics: The Application of Conjoint Analysis Technique
Chutinon Putthiwanit, Denis Marcel Vogler, Jingling Zhu, Andrew Kincart

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.

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