| Summary: | 碩士 === 東海大學 === 企業管理學系碩士班 === 95 === Under the trend of globalization, Commercial English becomes more and more important in Taiwan. The demands of TOEIC certificates are increasing. It is estimated that the number of examiees are more than one hundred thousand in 2006. In light of enormous business opportunities, there are lots of TOEIC books, magazines and cram schools in the market. Because of the limitation of traditional teaching materials, many companies are engaged in developing the e-learning teaching materials in recent years. Under this context, this research is based on Seven Tools for New Product Planning method to explore superior TOEIC e-learning teaching material. In this research, interviewing method, questionnaire investigation, factor analysis method, idea stimulating, idea selecting method and conjoint analysis are utilized. First, according to interviewees’ opinions, researcher establishes five hypotheses. The questionnaire is developed upon five hypotheses. The four key factors are established via factor analysis method. Utilizing idea stimulating and selecting method, six key ideas are discovered. The conjoint card’s attribute and level are developed upon six ideas. There are ten conjoint cards produced by conjoint analysis. We utilize the conjoint questionnaire to investigate customer’s perference.
Based on the results of conjoint analysis, companies must master five key attributes in product development: answer to post-test, consultation, conversation practice, vocabulary card and apperance of the content. In addition, the best product mix of TOEIC teaching material is：teacher answer questions in the virtual classroom, offer immediate consultation through the Internet, talk on the Internet platform via videoconferencing, computer selects vocabulary cards in accordance with test degree, the content of the teaching material combines with animation and music.
|
|---|
