Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Figure1 
Research Framework 
Focus group interview 
The focus group interview was conducted in order to identify the menu selection attributes which affect the 
customer’s menu selection decision. Twelve undergraduate students who signed an informed consent form approved 
by the IRB (Institutional Review Board) of the university, participated voluntarily in focus group interviews lasting 
approximately one hour.
The focus group interview was audio taped and transcribed verbatim to ensure systematic analysis of the 
discussion. It was facilitated by a moderator and a co-moderator who were principle investigator and co-investigator. 
Focus group questions (7 in total) were developed by the research team. The main questions were “what do you 
think of at point of menu selection, what attributes are important to you, and why.” Questions developed from the 
focus group session were then reviewed for content and readability and approved by the IRB of the university for the 
pre-survey. 
Focus Group Interview 
Qualitative study through focus group interview in order to elicit 
the menu selection attributes
Subjects : 12 undergraduate students 
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Appearance
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Sanitation
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Price
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Taste
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Nutrition information
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Sanitation 
Pre- survey 
Final decision for the menu selection attributes and its level 
Subjects : 123 university students 
▪
Four attributes : Taste, Appearance, Price and Nutrition Facts 
Main Survey 
9 profiles of menu choices using full profile design & fractional 
factorial design (SPSS) 
Subjects : 250 university students 
▪
Taste : Bland & Good 
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Appearance : Bad & Good using the pictures 
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Price : 3.95 & 6.00
▪
Nutrition Facts : High & Low Calorie/Fat 
Data Analysis 
Conjoint analysis by SPSS 12.0 pc package 

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