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

 
2007 Annual International CHRIE Conference & Exposition 
60
METHODOLOGY 
Research design 
The current study was done according to following a research design as shown in figure 1. As a first step of 
the study, a focus group interview was performed in order to identify actual adolescents’ perception for the menu 
selection attributes. A number of attributes were elicited from the focus group interview. We then conducted a pre-
survey of 123 undergraduate students in order to verify the results of focus group interviews. Taste, appearance, 
price, and nutrition information were selected finally as the key attributes of menu selection on the basis of the 
results of the focus group interview and pre-survey. The main survey included 9 profiles of menu choices elicited by 
statistical combination. The survey was conducted with 250 undergraduate students. Statistical conjoint analysis was 
performed using SPSS.