Design the cosmetics marketing survey suggestion questionnaire through Common KADS methodology

Abstract

Thai products have been in strong demand in the Chinese market, and one of the most popular products is cosmetics. In the process of understanding Chinese customer requirements, Thai cosmetics SMEs are facing difficulties in collecting Chinese customer feedback details because of geographical restrictions. The surveys of cosmetics through questionnaire proved to be effective. However, the questionnaire is designed for general product surveys, and if directly used in online product surveys, there may be some shortcomings. Besides, there are many types of cosmetics which have general features and also contain some special features. The questionnaire used in general product surveys does not take these special features into consideration. Therefore, the content of the questionnaire needs to improve cosmetics classification to help cosmetics SMEs obtain more valued information about customer feedback. This questionnaire can not only use for general cosmetics surveys but also for online platforms. The objectives of this research are to obtain critical elements of cosmetics and their features (including general features and some specific features) that influence customer satisfaction, and categorize these features according to the classification rule, to design a knowledge model for the online cosmetics survey questionnaire. The Common KADS method is innovatively used for this objective by in-depth interviewing experts with structured questions to obtain the required knowledge, and to specify the classification rule, so as provide an expert model for general use on cosmetics