1. NHM PHP TH TH HIU 1.1.

Mc ch v ng dng ca php th th hiu - Mc ch chnh ca nhm php th th hiu l nh gi mc chp nhn sn phm hoc c a thch hn cc loi sn phm khc ca ngi tiu dng. im logic ca nhm php th ny l da trn kh nng cm nhn v kinh nghim ca ngi dng o mc hi lng, chp nhn v a thch ca h. - Nhm php th th hiu ng vao tr quan trng trong quy trnh pht trin sn phm, cung cp nhiu thng tin hu ch cho ngi pht trin sn phm v phn ng ca ngi tiu dng i vi sn phm h ang nghin cu. Bn cnh nhm php th ny cn c ng dng trong vic qung b sn phm mi, tm hiu s pht trin v v tr ca mt nhn hiu sn phm trn th trng, hoc s dng khi mun so snh mc a thch gia sn phm ca cng ty so vi sn phm cnh tranh trn th trng. - Cc php th ph bin trong nhm php th th hiu bao gm php th a tin (cp i, so hng th hiu) v php th mc chp nhn (php th cho im). 1.2. c im v cc yu t nh hng n th hiu ngi tiu dng - i vi php th th hiu, yu t ngi th nh hng rt ln khng nhng i vi kt qu th nghim m cn nh hng n chin lc pht trin ca mt sn phm. Do , s lng ngi th l mt trong nhng iu kin rt quan trng. Thng thng s lng ngi th khng c t hn 60 ngi. Tuy nhin, i vi mt s php th v nh lng i hi s lng ngi th ti thiu 100 ngi c nhng kt qu c ngha v ng tin cy. - Ngoi ra, cn c mt s c im quan trng cn phi c cn nhc khi la chn ngi tiu dng, bi v cc yu t ny s nh hng trc tip n th hiu ca ngi tiu dng khi nh gi sn phm. Tui tc Dn tc (phong tc tp qun) Tn gio Gii tnh S la chn ngu nhin: ngi th nm cho php th th hiu khng cn tri qua hun luyn m c mi tham gia mt cch ngu nhin. Tuy nhin, trc khi thc hin php th h phi c hng dn ngn ngn, r rng, chi tit v cc bc tin hnh v nhng quy nh trong qu trnh th nm: phng php, bng cu hi, thi gian th nm, s lng mu.

1.3.

Php th mc chp nhn (consumer acceptance test) php th cho im th hiu - Mc ich Xc nh mc a thch hay kh nng chp nhn ca ngi tiu dng i vi cc sn phm nh gi. - Nguyn tc Cc mu th c phc v tun t cho ngi th. Ngi tiu dng nh gi tng mu v cho bit mc a thch ca h trn trang im th hiu. - Cch tin hnh php th Mu th Lng mu th tng t nh php th xp dy, ty thuc vo mc phc tp ca mu. Cc mu c trnh by theo trt t hnh vung Latin Winlliams bnh phng. Ngi th Ngi th l ngi tiu dng c kinh nghim s dng sn phm, cha qua hun luyn. Ngi th c nhim v cho im trn thang theo s thch ca mnh. V y cng l mt nhc im ca php th cho im th hiu. Bi mi ngi th c mt s thch khc nhau, hay ni cch khc l khung i chiu khc nhau. V vy, khi cho im, ngi th da trn khung i chiu ca mnh t a ra cc kt qu m c th l cng s im nhng ngha ca n l hon ton khc nhau. Do , lng ngi th cho php th ny cng ln cng tt v i km theo sau php th lun lun l mt bng cu hi thu nhn thng tin v thi quen tiu dng hay quan im, hay cm xc ca ngi tiu dng. T bng cu hi kt hp vi d liu cm quan mi cho ta thy c ci nhn tng qut v ngi tiu dng, phn nhm ngi tiu dng v c im ca tng phn nhm. T , a ra chin lc pht trin sn phm cho cng ty. Thang im cu trc Trong php th mc chp thng s dng thang o cu trc l thang o mc a thch ca ngi tiu dng trn cc im s nguyn dng. Trn mi im c gn cc t m t th hiu hoc gn hai u mt thang v im gia thang. Thang cu trc c nhiu thang im nh: 3, 5, 7, 9, 11, 13,... ph bin l thang 7 v 9 im.

 Phiu nh gi: S dng phiu nh gi v phiu hng dn th nghim ring bit. Mi phiu nh gi ng i mt mu th. PHIU HNG DN TH NGHM Anh/ch s nhn c ln lt 3 mu sa chua c gn m s. Hy th nm tng mu v nh gi mc a thch ca anh/ch i vi mu ny bng cch cho im trn thang di y. Ghi nhn cu tr li ca anh/ch vo phiu nh gi. Lu : mi mu th ng vi mt phiu nh gi v a li cho thc nghim vin ngay khi anh/ch tr li xong. Anh/ch sc ming bng nc lc trc khi th mu v bt c khi no anh/ch thy cn thit.

Phiu nh gi ca php th cho im th hiu PHIU NH GI H tn ngi th:.................................................................................... Ngy th:................................................................................................. Mc a thch ca anh/ch i vi mu c m s...........................l:

Phiu nh gi ca php th cho im th hiu X l s liu Kim nh Fridman hoc phn tch phng sai (ANOVA) c s dng phn tch d liu. Kt lun Phn tch d liu t php th cho im th hiu cho php nh nghin cu nh lng mc yu thch ngi tiu dng i vi tng sn phm hay so snh gia nhiu sn phm vi nhau. Nn nh rng, ngi th yu thch sn phm khng c ngha h s mua n. D , mt thang o v kh nng sn sng mua sn phm cng cn c nghin cu. Ngoi ra, nhng sn phm nhn c im s yu thch gn nh nhau khng c ngha cc c tnh ca chng l tng t nhau.