TRNG AI HOC A LAT

F7G

NGHIEN CU MARKETING

GIAO TRNH

Ths. NGUYEN ANH SN

1999

Nghien Cu Marketing

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MUC LUC
Chng 1: CAN BAN VE NGHIEN CU MARKETING ............................. 8 I/ C s cua nghien cu: ................................................................................ 8 1) Nghien cu khoa hoc xa hoi: ................................................................ 8 2) Nghien cu c ban va nghien cu ng dung: ....................................... 8 2.1 Nghien cu c ban: .......................................................................... 8 2.2 Nghien cu ng dung:...................................................................... 8 3) Phng phap nghien cu........................................................................ 9 3.1 Phng phap suy dien: ..................................................................... 9 3.2 Phng phap quy nap:...................................................................... 9 II/ NHAP MON NGHIEN CU MARKETING:.......................................... 9 1) nh ngha nghien cu marketing: ........................................................ 9 2) Vai tro cua nghien cu marketing:...................................................... 10 3) Cac dang nghien cu marketing: ........................................................ 10 3.1 Nghien cu c ban va nghien cu ng dung: ............................... 10 3.2 Nghien cu tai ban va nghien cu tai hien trng:..................... 11 3.3 Nghien cu ve chat va nghien cu ve lng:............................... 11 3.4 Nghien cu kham pha, nghien cu mo ta va nghien cu nhan qua: ............................................................................................................... 11 4)Tong quat ve quy trnh nghien cu Marketing:................................... 14 III/ NG DUNG CUA NGHIEN CU MARKETING.............................. 16 IV/ XAC NH VAN E TIEP TH:.......................................................... 17 1) Van e tiep th ..................................................................................... 17 2) Xac nh khi nao can en nghien cu tiep th va xac nh van e tiep th: ............................................................................................................. 18 2.1 Xac nh khi nao can en nghien cu tiep th: ............................. 18 2.2 Xac nh van e tiep th: ............................................................... 19 3) Nhng van e Marketing can nghien cu .......................................... 20 4) V tr cua nghien cu Marketing trong qua trnh e ra quyet nh:... 21 5) Ban chat va khoi lng thong tin can co: ........................................... 22 6) c lng chi ph ve tien bac va thi gian e thu c thong tin can thiet: .......................................................................................................... 22 Chng 2. HOACH NH MOT D AN NGHIEN CU MARKETING.. 24 I/ CAC MUC TIEU NGHIEN CU MARKETING: ................................. 24 1) Cac muc tieu cua nghien cu phat hien van e (nghien cu kham pha): .......................................................................................................... 24 2) Cac muc tieu cua nghien cu s bo: ................................................... 24 3) Cac muc tieu cua nghien cu tham do: .............................................. 25 4) Cac muc tieu cua nghien cu xac nh van e: ................................ 25 II/ CHUAN B KE HOACH VA E CNG NGHIEN CU: ................ 25 1) Y ngha cua ke hoach nghien cu:...................................................... 25

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

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2) Xay dng ke hoach nghien cu: ......................................................... 26 3) To chc thc hien: ............................................................................... 26 III/ CAC THIET KE NGHIEN CU MARKETING. ................................ 29 1) Ban chat cua thiet ke nghien cu Marketing: .................................... 29 2) Cac loai hnh thiet ke chu yeu: Gom co 3 nhom chu yeu sau: ......... 29 IV/ THIET KE THC NGHIEM: ............................................................... 29 1) Tong quat: ............................................................................................ 29 2) Thc nghiem (Experiment) ................................................................. 31 3) Bien thc nghiem: (Experimental Variables)..................................... 32 4) n v thc nghiem:............................................................................. 33 5) Hien trng thc nghiem:................................................................... 34 6) Gia tr cua thc nghiem (Experimental Validity):.............................. 36 7) Nguyen nhan lam giam gia tr cua thc nghiem:............................... 36 8) Mot so thc nghiem c ban: ................................................................ 39 9) Mot so thc nghiem cao cap: .............................................................. 42 10) La chon mo hnh thc nghiem: ....................................................... 44 Chng 3 : XAC NH D LIEU, PHNG PHAP THU THAP THONG TIN S CAP VA TH CAP ........................................................................... 45 I/ NHNG MUC TIEU CUA D LIEU:................................................... 45 II/ PHAN LOAI D LIEU: Co 2 cach phan loai d lieu:......................... 45 2) Cac chc nang cua d lieu: ................................................................. 46 III/ NGUON GOC D LIEU:...................................................................... 47 1) Nguon d lieu cap 2 (th cap):............................................................ 47 2) Nguon d lieu cap 1 (D lieu goc hay ban au - s cap): ................. 47 3) V tr hay a iem d lieu c thu thap:.......................................... 47 IV/ THU THAP VA S DUNG CAC D LIEU TH CAP: .................... 48 1) Nguon thong tin noi bo cong ty:.......................................................... 48 2) Nguon thong tin ben ngoai cong ty:.................................................... 51 V/ LA CHON PHNG PHAP THU THAP THONG TIN S CAP: ... 53 1) ieu tra bang th tn: ........................................................................... 54 2) Phong van ca nhan:.............................................................................. 58 3) Phong van bang ien thoai:................................................................. 60 4) Phng phap quan sat: ......................................................................... 62 5) Phng phap ieu tra theo loi t quan hoan toan: ............................. 64 6) Phng phap ieu tra bang cac nhom co nh:................................... 64 7) Thao luan nhom: .................................................................................. 66 8) Ket hp cac phng tien truyen thong: .............................................. 66 VI/ SO SANH AC TNH CUA THONG TIN S CAP VA TH CAP 66 Chng 4: NHNG KHAI NIEM C BAN VE O LNG VA LAP THANG IEM ANH GIA. ........................................................................... 68 I/ Y NGHA CUA O LNG: ................................................................. 68

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Khoa Quan Tr Kinh Doanh

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II/ O LNG TRONG NGHIEN CU MARKETING: ......................... 69 1) Thang o danh xng (bieu danh):........................................................ 69 2) Thang o th t: ................................................................................... 70 3) Thang o quang ( Khoang cach): ........................................................ 71 4) Thang o t le: ...................................................................................... 72 III/ NHNG TIEU CHUAN CUA S O LNG.................................. 73 1) o tin cay: ............................................................................................ 73 2) Gia tr:................................................................................................... 73 3) o nhay: ............................................................................................... 74 4) S lien he: ............................................................................................ 74 5) Tnh a dang:........................................................................................ 75 6) De tra li: ............................................................................................. 75 IV/ NHNG VAN E KHO KHAN TRONG O LNG: .................... 75 V/ CAC KHA CANH QUAN TR NHAM GIAM THIEU NHNG SAI SOT TRONG O LNG.......................................................................... 76 Chng 5 : THIET KE BANG CAU HOI...................................................... 78 I/ NHNG GII HAN CUA BANG CAU HOI:........................................ 78 II/ CAC CHC NANG CUA BANG CAU HOI: ....................................... 79 III/ CAC THANH PHAN CUA BANG CAU HOI: ................................... 79 1) Phan gii thieu: .................................................................................... 79 2) Noi dung bang cau hoi:........................................................................ 80 3) Phan so lieu c ban:............................................................................. 80 IV/ THIET KE BANG CAU HOI TRONG THU THAP THONG TIN VE LNG. ....................................................................................................... 81 1) Xac nh cu the thong tin can thu thap: .............................................. 81 2) Xac nh dang phong van:................................................................... 82 3) anh gia noi dung cau hoi: ................................................................. 82 4) Xac nh hnh thc tra li: ................................................................... 84 5) Xac nh cach dung thuat ng: ............................................................ 88 7) Xac nh hnh thc bang cau hoi:........................................................ 91 8) Th lan 1 -> sa cha -> ban nhap cuoi cung: ................................... 92 V/ BANG CAU HOI TRONG THU THAP THONG TIN VE CHAT:...... 93 VI/ CAC KY THUAT THU THAP THONG TIN VE CHAT: .................. 93 1) Thong tin cua d an nghien cu ve chat: ........................................... 93 2) Cac ky thuat thao luan......................................................................... 94 3) S dung cac nhom thao luan: .............................................................. 94 Chng 6: CHON MAU ................................................................................ 100 A) CHON MAU TRONG NGHIEN CU VE CHAT: ............................ 101 B) CHON MAU TRONG NGHIEN CU VE LNG: ......................... 101 I/ NHNG LY DO LAY MAU: ............................................................ 101 1) Tiet kiem chi ph:........................................................................... 101

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Khoa Quan Tr Kinh Doanh

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2) Tiet kiem thi gian: ....................................................................... 102 3) Co the cho ket qua chnh xac hn:................................................ 102 4) Giup lam giam chi ph mau th:.................................................... 102 II/ MUC TIEU LAY MAU TRONG QUAN TR:................................ 103 III/ CAC KHAI NIEM CAN BAN TRONG CHON MAU: ................. 103 1) am ong (Population).................................................................. 103 2) am ong nghien cu (Study Population):................................... 103 3) Phan t:........................................................................................... 104 4) n v chon mau:........................................................................... 104 5) Khung chon mau: ........................................................................... 104 IV/ QUY TRNH CHON MAU: ............................................................ 105 1) Xac nh th trng nghien cu (con goi la am ong hay tong the). ..................................................................................................... 105 2) Xac nh khung mau:..................................................................... 105 3) La chon phng phap chon mau: ................................................ 105 4) Xac nh kch thc mau:.............................................................. 106 5 Tien hanh chon:............................................................................... 106 V/ SAI LECH TRONG NGHIEN CU: ............................................... 106 1) Sai so do chon mau:....................................................................... 106 2) Sai so khong do chon mau:............................................................ 107 IV/ CAC PHNG PHAP CHON MAU: ............................................ 108 1) Chon mau theo xac suat: ............................................................... 108 2) Chon mau khong theo xac suat:.................................................... 108 VII/ CAC PHNG PHAP CHON MAU PHI XAC SUAT: .............. 108 1) Chon mau thuan tien: (Convenience Sampling) .......................... 109 2) Chon mau phan oan: (Rudgement Sampling) ............................ 109 3) Chon mau phat trien mam: (Snowball Sampling) ........................ 109 4) Chon mau theo nh ngach hay mau kiem tra ty le (Quota Sampling):........................................................................................... 110 VIII/ CAC PHNG PHAP CHON MAU THEO XAC SUAT:......... 111 1) Chon mau ngau nhien n gian: ................................................... 111 2) Chon mau co he thong: ................................................................. 112 3) Chon mau phan tang (phan to - hay chia li ong nhat: Stratified Sampling)............................................................................................ 113 4) Chon mau theo nhieu bc (hay chia lp d biet: Cluster Sampling):........................................................................................... 114 IX/ SO SANH HAI PHNG PHAP CHON MAU: ........................... 114 X/ KIEM TRA QUA TRNH CHON MAU:......................................... 115 1) Hoi ung oi tng: ....................................................................... 115 2) Tao s cong tac cua oi tng c hoi:...................................... 115 3) Ty le hoan tat:................................................................................ 115

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Khoa Quan Tr Kinh Doanh

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4) X ly cac trng hp ban viec va khong tra li:.......................... 116 C. QUYET NH VE KCH THC MAU:........................................... 117 I/ MOT SO KHAI NIEM: ...................................................................... 117 1) Mc o chnh xac cua cong trnh nghien cu:.............................. 117 2) Khoang tin cay: .............................................................................. 117 II/ XAC NH QUY MO (KCH THC) MAU: .............................. 118 III/ KCH THC MAU TRONG PHNG PHAP CHON MAU PHI XAC SUAT. ........................................................................................... 120 Chng 7: PHAN TCH THONG TIN ......................................................... 121 I/ CHUAN B D LIEU VA X LY: ....................................................... 121 1) Nguyen nhan gay sai lam trong nghien cu thc a:...................... 121 2) Hieu chnh d lieu: ........................................................................... 123 3) Ma hoa d lieu:.................................................................................. 124 4) Tom tat, thong tin:.............................................................................. 129 5) La chon phng phap phan tch thong tin thch hp: ..................... 135 II/ KIEM NGHIEM GIA THUYET VE THONG SO TH TRNG NGHIEN CU. .......................................................................................... 137 1) Nguyen tac: ........................................................................................ 137 2) Cac bc kiem nghiem gia thuyet: ................................................... 137 3) Sai lam trong quyet nh khi kiem nghiem thong ke. ...................... 137 III/ PHAN TCH N BIEN:.................................................................... 138 IV/ PHAN TCH NH BIEN: .................................................................... 138 V/ MOT SO KY THUAT PHAN TCH A BIEN. ................................. 138 1) Phan tch hoi quy a bien: ................................................................. 138 2) Phan tch phan biet a bien: .............................................................. 138 3) Phan tch nhan to: .............................................................................. 138 4) Phan tch nhom tap trung (ong nhat):.............................................. 139 Chng 8: BAO CAO KET QUA NGHIEN CU ....................................... 140 I/ VAI TRO VA CHC NANG CUA BAN BAO CAO: ......................... 140 II/ CAC LOAI BAO CAO: ........................................................................ 140 1) Bao cao goc: ...................................................................................... 140 2) Bao cao c pho bien:..................................................................... 140 3) Bao cao ky thuat:............................................................................... 140 III/ NGUYEN TAC C BAN KHI VIET BAO CAO: ............................. 141 1) De theo doi:........................................................................................ 141 2) Can ro rang, s dung cac o th, bieu o va hnh anh: .................... 141 3) Hnh thc ep mat: ............................................................................ 142 4) S dung t ng cang pho thong cang tot: ......................................... 142 5) S dung cau cang n gian va ngan gon cang tot............................ 142 6) Trnh bay ngan gon:........................................................................... 142 7) Nhan manh cac ket luan co tnh thc tien:....................................... 142

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Khoa Quan Tr Kinh Doanh

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IV/ NOI DUNG C BAN CUA MOT BAN BAO CAO CHO LANH AO:........................................................................................................... 142 1) Trang ba: ........................................................................................... 143 2) Muc luc:.............................................................................................. 143 3) Tom tat cho nha quan tr: .................................................................. 143 4) Phan gii thieu: .................................................................................. 143 5) Phng phap nghien cu: .................................................................. 143 6) Ket qua nghien cu: .......................................................................... 144 7) Cac han che cua ban bao cao: .......................................................... 144 8) Ket luan va kien ngh: ....................................................................... 144 9) Phu luc:............................................................................................... 144 10) Tai lieu tham khao:.......................................................................... 144 V/ ANH GIA BAO CAO KET QUA NGHIEN CU: .......................... 145 TAI LIEU THAM KHAO .............................................................................. 146

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Khoa Quan Tr Kinh Doanh

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CHNG 1: CAN BAN VE NGHIEN CU MARKETING

I/ C s cua nghien cu:
1) Nghien cu khoa hoc xa hoi:
Nghien cu khoa hoc xa hoi la cach thc ma con ngi tm hieu s viec, hien tng mot cach co he thong. Thc tien cho thay: e hieu biet mot s viec chung ta co 2 cach: 1. Chap nhan: La chap nhan s viec thong qua cac nghien cu hay kinh nghiem cua ngi khac. 2. Nghien cu: La nghien cu hay trai qua nhng kinh nghiem trc tiep cua mnh. Nh vay, t lau khoa hoc a cho chung ta phng thc e tiep can vi ca 2 cach hieu biet s viec neu tren. Va e hieu biet chung, ta phai thiet lap cac tieu chuan cho viec chap nhan cung nh cac tieu chuan cho viec nghien cu.

2) Nghien cu c ban va nghien cu ng dung:

2.1 Nghien cu c ban: o la nghien cu nham phat trien s hieu biet cho moi ngui, moi nganh. V du: Cac nghien cu xac nh cac ch so thong ke nh: Ch so gia ca, mc tang trng kinh te, ch so tang dan so, lam phat v.v... va moi ngi eu co the s dung cac ket qua nghien cu nay cho cong viec cua mnh. Nh vay, nghien cu c ban la cac nghien cu nham muc ch m rong kho tang tri thc cua khoa hoc. ay la loai nghien cu thng c cong bo cong khai. 2.2 Nghien cu ng dung: La cac nghien cu nham ap dung cac thanh tu cua khoa hoc vao thc tien cua cuoc song. Co ngha la loai nghien cu nay thng c dung e giai quyet mot so van e ac biet cua mot ngi hay mot to chc nao o.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
3) Phng phap nghien cu
3.1 Phng phap suy dien:

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quy trnh nghien cu cua phng phap nay, ngi ta bat au t cac quy luat chung va ap dung chung vao mot trng hp cu the. Tc la i t cai chung en cai rieng, cai ac biet. 3.2 Phng phap quy nap: Theo hng ngc lai: Ngi ta bat au t cac d kien, quan sat chung e xay dng mo hnh cho van e nghien cu va rut ra ket luan ve van e nghien cu nay. Tuy nhien, nghien cu khoa hoc trong thc te chu yeu oi hoi s hoan oi gia suy dien va quy nap. - giai oan suy dien, chung ta suy luan ve ieu quan sat. - giai oan quy nap, chung ta suy luan t cac ieu quan sat c. Nh vay, trong trng hp ket luan rut ra t phep suy luan suy dien, ieu can quan tam nhat la cac tien e s dung trong khi tranh luan phai ro rang. Trong khi o phng phap suy luan quy nap e rut ra ket luan, ieu quan trong nhat la cac mau d kien thc te phai chnh xac.

II/ NHAP MON NGHIEN CU MARKETING:

Cho ti nay, viec tien hanh nghien cu marketing cua cac doanh nghiep a trai qua qua trnh phat trien lien tuc tren 50 nam, ke t khi cac nha quan tr a phai chu nhieu ph ton va tra gia trong kinh doanh do thieu hieu biet ve th trng. V the, ngay nay cac nha quan tr hien ai can phai hieu biet ve cac phng phap nghien cu marketing, cung nh lam the nao e s dung cac phng phap o mot cach co hieu qua nhat. Vay, chung ta hieu nh the nao ve nghien cu marketing, cung nh s can thiet va vai tro nghien cu cua no la g ?

1) nh ngha nghien cu marketing:

Co nhieu nh ngha ve nghien cu marketing va no thay oi theo thi gian. * Theo nh nh ngha cua Hiep hoi Marketing Hoa Ky th: Nghien cu marketing la mot qua trnh thu thap, ghi chep va phan tch cac d lieu mot cach co he thong ve nhng van e co lien quan en cac hoat ong marketing ve san pham va dch vu.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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* Hay chung ta co the hieu nghien cu marketing qua mot nh ngha khac nh sau: Nghien cu marketing la chc nang lien ket gia nha san xuat vi ngi tieu dung, khach hang va cong chung thong qua thong tin. V the cac thong tin c s dung e: - Nhan dang, xac nh cac c hoi ve van e marketing. - Thiet lap, ieu chnh va anh gia cac hoat ong marketing. - Theo doi viec thc hien marketing. Nh vay nghien cu marketing nham: 1. Xac nh thong tin can thiet e giai quyet cac van e hay c hoi ve marketing. 2. Thiet ke cac phng phap e thu thap thong tin. 3. Quan tr va thc hien qua trnh thu thap thong tin. 4. Phan tch va bao cao ket qua cung nh dien giai y ngha cua no.

2) Vai tro cua nghien cu marketing:

- Nghien cu marketing ong vai tro quan trong trong viec cung cap thong tin cho cac hoat ong c ban trong kinh doanh oi vi bat ky quy mo cua doanh nghiep nao ma nha quan tr marketing yeu cau e ra cac quyet nh marketing ung an cho cong ty. - Lam c s e hoach nh cac chien lc va chnh sach kinh doanh. - Khi viec nghien cu marketing co hieu qua th no se cung cap cho cac nha kinh doanh nhng phng tien e nhan dang va thc hien bat ky nhng thay oi can thiet trong san pham hay dch vu cua ho, do o ma c th trng chap nhan.

3) Cac dang nghien cu marketing:

e phan loai cac d an nghien cu marketing, ngi ta co nhieu cach. Sau ay la nhng cach phan loai pho bien nhat: 3.1 Nghien cu c ban va nghien cu ng dung: a- Nghien cu c ban: Cung nh cac nganh nghien cu khac, nghien cu c ban trong nghien cu marketing la cac nghien cu nham muc ch m rong kho tang tri thc cua khoa hoc nghien cu marketing.

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Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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b- Nghien cu ng dung trong nghien cu marketing: La cac nghien cu ap dung khoa hoc nghien cu marketing trong viec nghien cu cac van e marketing cua cong ty. 3.2 Nghien cu tai ban va nghien cu tai hien trng: a- Nghien cu tai ban: c thc hien khi thong tin can thu thap la thong tin th cap. Nhng thong tin nay a c thu thap va x ly cho muc ch nao o va nha nghien cu marketing s dung lai no cho viec nghien cu cua mnh. b- Nghien cu tai hien trng: c tien hanh khi thong tin can thu thap la thong tin s cap (thong tin ban au), o la loai thong tin ma nha nghien cu thu thap trc tiep t nguon thong tin va x ly no e phuc vu cho muc ch nghien cu cua mnh. 3.3 Nghien cu ve chat va nghien cu ve lng: a- Nghien cu ve chat: La cac nghien cu ma thong tin can thu thap dang chat. Thong tin ve chat la thong tin nh tnh chnh no khong the o lng bang so lng. Nghien cu ve chat c tien hanh khi muon i sau vao ban chat thong tin cua san pham. Loai thong tin nay thng tra li cac cau hoi: The nao ? Cai g ? Tai sao ? Vdu: Khi doanh thu ban hang giam, e tien hanh nghien cu ve chat ngi ta se hoi tai sao doanh thu ban hang lai giam ? Nguyen nhan g dan en s sut giam nay? Co phai do gia ca hay do chat lng san pham ? b- Nghien cu ve lng: La cac nghien cu trong o thong tin can thu thap dang lng, o la nhng thong tin nh lng. Cac thong tin nay cho phep chung ta o lng chung bang so lng. Loai thong tin nay luon tra li cac cau hoi: Bao nhieu ? Khi nao ? Vdu: Khi chung ta can biet trung bnh trong mot thang mot ngi tieu dung (cu the la cac ba noi tr) s dung bao nhieu chai nc ra chen, chung ta hoi ho nh sau: Cau hoi: Trung bnh co(ba) dung het bao nhieu chai nc ra chen trong thang ? Tra li: (1) < 1 chai ; (2) 1 en 2 chai ; (3) > 3 chai 3.4 Nghien cu kham pha, nghien cu mo ta va nghien cu nhan qua: a- Nghien cu kham pha: o la bc au tien trong nghien cu. Muc ch cua no la e kham pha s bo van e can nghien cu, cung nh khang nh lai cac van e nghien cu va cac bien cua no.

mot

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Chung ta biet: Nhiem vu chu yeu cua nha quan tr la nhan dang va xet oan cac van e e i en quyet nh van e. Viec phat hien ra van e la khau au tien cua bat c mot qua trnh quyet nh nao o va no la chu iem chnh cua qua trnh nghien cu kham pha. Vdu: Van e can giai quyet the hien qua viec giam doanh so co the co nhieu nguyen nhan. Nhiem vu cua nghien cu kham pha la: Xac nh tng nguyen nhan nay. Nghien cu kham pha cung rat hu ch trong vec thuc ay mot cuoc khao cu, no giup nha phan tch hieu c tat ca cac mat cua van e hay oi tng nghien cu. Tm kiem tai lieu, tap trung vao cac nguon d lieu th cap. Thao luan nhom, moi phng phap thu thap d lieu s cap eu la mot dang cua nghien cu kham pha. Tom lai: - Nghien cu kham pha thng c thc hien bang phng phap nghien cu tai ban, nghien cu kinh nghiem, nghien cu tnh huong va cac ky thuat trong nghien cu ve chat. - Muc tieu cua nghien cu e phat hien van e la: Thc hien quan sat mot cach lien tuc tnh hnh kinh doanh cua cong ty va nhng bien oi cua th trng e phat hien ra nhng tnh huong co van e, chang han nh: Tnh hnh sut giam doanh so ban e t o a ra nhng gia thuyet cho nhng bc i ke tiep - ay la loai nghien cu tiet kiem thi gian va chi ph. b- Nghien cu mo ta: La dang nghien cu pho bien va s dung nhieu nhat trong cac dang nghien cu, no c dung e mo ta th trng. Vdu: Nh viec mo ta ac tnh ngi tieu dung (tuoi tac, gii tnh, thu nhap, nghe nghiep, trnh o van hoa v.v...) Tuy nhien nghien cu mo ta phai tuan theo gia nh cua nha nghien cu ve oi tng hoac van e ang nghien cu. Nghien cu mo ta co the cung cap cho nha quan tr so lieu ve tan suat cua s kien va nhng thuoc tnh cua no ma qua o co the rut ra ket luan i en hanh ong. Tuy nhien nghien cu mo ta ch co the ap dung mot cach hu ch oi vi nhng quyet nh bnh thng, con nhng quyet nh co tnh rui ro cao nghien cu mo ta thng a ra nhng quyet nh qua mong manh va o tin cay thap. Nghien cu mo ta thng c thc hien bang phng phap nghien cu tai hien trng thong qua cac ky thuat nghien cu ve lng - Loai nghien cu nay thng ton kem thi gian va chi ph.

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Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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c Nghien cu nhan qua: La cac nghien cu nham muc ch xac nh moi quan he gia nguyen nhan va ket qua gia cac bien cua th trng. ieu nay co ngha la hau het cac ke hoach nghien cu nhan qua la cac th nghiem. V du: Chung ta can tm moi quan he gia doanh thu va chi ph quang cao cho moi loai san pham cua cong ty. Mac du cac nha nghien cu co the thc hien viec th nghiem trong no lc tiep th cua ho nhng thong thng ho khong the kiem soat hoac loai bo tat ca cac nhan to co the anh hng en ket qua cuoi cung. V the viec nghien cu nhan qua thng c thc hien tot nhat trong mot moi trng tach biet, va c kiem soat nh trong phong th nghiem thong qua cac ky thuat thc nghiem. Nhiem vu cua cac nha nghien cu la phai lam sang to moi quan he tng quan nhan qua da vao nhng thong tin co san ben trong cong ty cung nh nhng thong tin t ben ngoai vi 3 ieu kien can c thoa man o la: * ieu kien th nhat: Bien thien ong hanh: Co ngha la bien nguyen nhan va bien ket qua phai bien thien ong hanh vi nhau. Khi bien nguyen nhan thay oi (tang hoac giam) th bien ket qua cung phai thay oi tng ng. Trong v du tren, bien nguyen nhan (tang cng chi ph cho viec quang cao) dan en bien ket qua (lng hang ban gia tang nh y muon dan en tang doanh so) se phai xuat hien ong thi vi nhau. * ieu kien th hai: Thi gian xuat hien: o la khi bien nguyen nhan xay ra trc hoac ong thi vi bien ket qua. V du: Mot nha kinh doanh may ien toan ca nhan sau khi a thc hien mot chng trnh huan luyen nghiep vu ban hang mot a ban nao o, thay rang khoi lng ban tang len. ieu nay hoan toan hp ly. Ngc lai neu so lng hang ban gia tang trc khi huan luyen nghiep vu ban hang th gia thuyet khong c chap nhan. * ieu kien th ba: Tac nhan duy nhat co ngha la nhng s giai thch khac ve ket qua phai c loai tr, tc la can vang mat cac bien khac co kha nang giai thch cho ket qua. V vay cac nha nghien cu phai gi cho cac yeu to khac khong oi. V du: Khi nha nghien cu co the gi co nh cac yeu to khac trong mot ca hang my pham e khong gay anh hng en hoat ong ban hang trc khi a ra bao b mi. Tom lai: Nghien cu nhan qua la loai nghien cu rat phc tap, no oi hoi nhieu chi ph va thi gian. Viec thc hien nghien cu het sc kho khan, phai tm cho c moi quan he nhan qua cua van e, song no co y ngha rat ln oi vi viec ket luan van e, ac biet la nhng van e co tnh mao hiem va rui ro cao.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 14 -

d- Nghien cu ot xuat, nghien cu nhieu muc ch va nghien cu lien tuc: 1. Nghien cu ot xuat: La cac nghien cu c thc hien e giai quyet van e marketing ma cong ty ang vng mac. Nh vay khi mot cong ty gap mot van e marketing (co the la mot c hoi hay kho khan nao o) can thiet phai co mot nghien cu, th nghien cu c thc hien va khong biet khi nao nghien cu nay thc hien lai va cac nghien cu nay la san pham rieng cua cong ty tien hanh to chc nghien cu. 2. Nghien cu nhieu muc ch: La cac nghien cuu nham thc hien cung cap thong tin cho nhieu khach hang khac nhau va moi khach hang can nhng loai thong tin khac nhau e phuc vu cho muc ch rieng cua mnh. Cac nghien cu nay thng c thc hien nh ky (theo thang, quy, nam). 3. Nghien cu thng xuyen: La loai nghien cu c thc hien thng xuyen lien tuc e theo doi th trng. Cac nghien cu nay thng c thc hien san e ban cho khach hang. Thong tin thu thap dang nay thng c goi la cac thong tin to hp. Thong tin nay phuc vu cho nhieu khach hang nen cac nghien cu nay cung dang nghien cu cho nhieu khach hang va c cac cong ty, hang chuyen nghien cu marketing thc hien. V du: Nh viec tien hanh theo doi doanh so, so lng hang ban c cua cac ca hang ban le v.v... Tom lai: Ta co the s o hoa cac dang nghien cu marketing chnh nh sau: Nghien cu Marketing

Nghien cu c ban

Nghien cu ng dung

Nghien cu ve chat

Nghien cu ve lng

Nghien cu kham pha

Nghien cu mo ta

Nghien cu nhan qua

4)Tong quat ve quy trnh nghien cu Marketing:

Mac du cac nha nghien cu Marketing hang au a tha nhan khong co mot mo hnh mau thong nhat cho moi cuoc nghien cu, tuy nhien tong quat lai ngi ta van co the a ra 7 bc chu yeu cho 1 quy trnh nghien cu Marketing nh sau:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
Bc 1: Xac nh van e Marketing can nghien cu

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Bc 2:

Xac nh s can thiet cua thong tin can thu nhap

Bc 3:

Nhan dang cac nguon thong tin

Bc 4:

Xac nh cac ky thuat e thu thap thong tin

Bc 5:

Thu thap va x ly thong tin

Bc 6:

Phan tch va dien giai thong tin.

Bc 7:

Viet bao cao va trnh bay ket qua cho ngi ra quyet nh

Bay bc trong quy trnh nghien cu Marketing co the c chia thanh 3 nhom nh sau: - Th nhat: La lap ke hoach nghien cu: Gom 4 bc au tien. - Th hai: La bc 5 : Thu thap va x ly thong tin. - Th ba: Gom bc 6 va 7. Trong quy trnh nghien cu nay can lu y bc 1: Xac nh van e Marketing can nghien cu la khau au tien va rat quan trong. Khau nay oi hoi nha nghien cu va khach hang danh thi gian va cong sc thch ang e xac nh ban chat cua van e can uc nghien cu. Ben canh o, bc 5 (thu thap va x ly thong tin) cung la mot giai oan oi hoi nhieu thi gian va cong phu, moi ph ton cung se phat sinh trong khau nay. Tuy vay, chung ta khong nen tuyet oi hoa vai tro quan trong cua mot khau nao, bi v khau nao cung toi quan trong ca va neu sai sot bat ky khau nao cung eu dan en ket qua nghien cu sai lech va ket qua o se tr nen khong co tac dung.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing III/ NG DUNG CUA NGHIEN CU MARKETING

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Qua hang chuc nam ng dung khoa hoc Marketing vao lnh vc kinh doanh, cac nha kinh doanh cho rang: Nghien cu Marketing a giup ch rat nhieu cho cong viec kinh doanh cua ho. Nghien cu Marketing khong nhng giup ch cho nhng quyet nh Marketing co tnh chien lc hay chien thuat ma con co the dung vao viec xac nh mot van e cu the; chang han nh muon tm hieu nhng phan ng cua ngi tieu dung ve gia ca mot loai san pham hay e anh gia hieu qua cua mot chng trnh quang cao v.v... eu phai ng dung cac phng phap nghien cu Marketing. Vay nhng ng dung cua nghien cu Marketing o la g? chung ta co the ke mot so nhng ng dung cu the cua nghien cu Marketing nh sau: Nghien cu th trng va doanh so ban: nham - o lng th trng tiem nang - Phan tch th phan - Xac nh ac trng cua th trng - Phan tch doanh so ban Nghien cu ve san pham la : - Nghien cu anh gia s thch nghi cua san pham - Nghien cu san pham canh tranh - Th nghiem san pham - Nghien cu bao b ong goi Nghien cu phan phoi: Tra li cac cau hoi - Mang li kenh phan phoi nh the nao? - Phng thc phan phoi ra sao? Nghien cu d bao: - D bao ngan han - D bao dai han - Nghien cu xu hng kinh doanh - Nghien cu he thong thong tin Marketing Nghien cu quang cao: - o lng hieu qua quang cao - Can quang cao tren phng tien truyen thong nao? - Noi dung quang cao ra sao? Nghien cu viec mua: - Nghien cu ngi tieu dung.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
- Nghien cu ong c mua hang Nghien cu cong nghe Nghien cu a iem Nghien cu chi ph.

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IV/ XAC NH VAN E TIEP TH:

1) Van e tiep th
Trong bat c mot doanh nghiep hay to chc nao, thng luon gap phai nhng van e tiep th. o la nhng van e kha quan trong, no lien quan en viec giam doanh so, li nhuan va phuc li chung cua to chc va doanh nghiep. Trong moi van e tiep th, va noi chung la trong bat c van e quan trong nao cua doanh nghiep, eu can c phat bieu va ghi thanh van ban ve van e can giai quyet, phat bieu nay la mot qua trnh suy ngh va can nhac. Trc khi xac nh van e thanh van ban, can phai tham khao y kien nhng ong nghiep, nhng ngi se b tac ong do ket qua cua cong trnh nghien cu. Ho se ong gop y kien va cho biet nen co nhng so lieu loai g. Co nh vay viec bat au nghien cu cua chung ta mi thc s co ch. V du: . Doanh so ve mat hang banh keo cua cac Cong ty noi a b sut giam trong nhieu nam. . No khong con mang lai li nhuan cao nh trc na. . Cac oi thu canh tranh (hang ngoai nhap) a chiem mot ty le th trng cao hn trc. Ly do v sao, ta cha that ro. . e giai quyet van e nay, ta co the chon la cac phng an sau: + Thiet ke, thay oi mau ma hay chat lng san pham cho phu hp vi th hieu khach hang. + Ha gia en mc co the hap dan khach hang + ay manh viec chieu th (Promotion). - Tuy nhien, muon hieu ro hn ve th trng nay, e co c cac kien ngh sau sac, can phai tien hanh mot cong trnh nghien cu chnh thc. Cong trnh nghien cu o se xac nh nhng ly do cu the khien cho doanh so va li nhuan cua Cong ty b sut giam. - Sau khi a tham khao rong rai y kien ve van e tren vi cac ong nghiep trong Cong ty, ban nhan nh ve van e can nghien cu phai bao ham cac iem va neu tren. - oi vi cac cong ty ln th ho thng de dang thue mot n v nghien cu ben ngoai e ho kham pha ra van e la g. Song oi vi nhng Cong ty nho th viec thue mot n v nghien cu la qua ton kem oi vi ho. V the cac Cong ty nay

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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thng t mnh tien hanh nghien cu va c thc hien bi bo phan nghien cu tiep th hoac co the nh mot chuyen vien nghien cu Marketing hng dan viec nghien cu.

2) Xac nh khi nao can en nghien cu tiep th va xac nh van e tiep th:
2.1 Xac nh khi nao can en nghien cu tiep th: - Bat ky nha kinh doanh nao cung eu phai hieu c khach hang la ai & ho muon g? - Nhng ngi canh tranh la ai? - Nhng loai hnh chao hang nao se thuyet phuc c khach hang mua hang cua ho thay v mua hang cua nhng ngi canh tranh khac? Co c nhng thong tin nay la tat ca nhng g ma viec nghien cu Marketing la hoat ong thu thap tin canh tranh nham en. Neu khong hieu c nhng ieu nay, th khong the kinh doanh lau dai. Bi v: - Neu khong tm hieu khach hang cua mnh la ai th se khong biet mnh ang tm kiem ai va se ph pham thi gian va nguon lc. - Neu khong nghien cu cai ma khach hang tiem nang cua Cong ty can, th san pham hay dch vu ma Cong ty chao hang se khong phu hp vi nhng nhu cau nay va cac khach hang tiem nang se khong quan tam en viec chao hang cua ho. - Neu Cong ty khong tm hieu nhng ieu ma oi thu canh tranh ang chao mi khach hang cua mnh, th ho se mat i c hoi e xac nh vi chi ph rat thap ieu ma Cong ty can lam e gi khach hang cua mnh. - Neu cong ty khong theo doi s thoa man cua khach hang tiem nang cua mnh vi cac san pham va dch vu c cung cap bi nhng ngi canh tranh, th cong ty se mat i c hoi e kham pha ra cach gianh cac khach hang t oi thu canh tranh. Nh vay, viec au t vao nghien cu Marketing la mot cong viec het sc can thiet, no co the giup tranh c tnh trang mat thi gian va tien bac ma doanh nghiep van b trech hng. Nha kinh doanh nao khong thu thap cac thong tin va thc hien viec phan tch, la ang tien hanh kinh doanh mot cach mu quang, dan en hau qua sau cung la ph pham nguon lc, v mong va pha san. Tren ay la nhng ly do tai sao cac doanh nghiep, cong ty phai can en nghien cu Marketing.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
2.2 Xac nh van e tiep th:

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- Mot trong nhng nhiem vu chu yeu oi vi nha nghien cu Marketing la thiet ke viec nghien cu co kha nang xac nh chnh xac cac nguyen nhan cua van e Marketing. Cuoc nghien cu nay thng c xac nh bi ngi ra quyet nh. Ngi nay cho rang ho co mot van e Marketing nao ay, van e Marketing nay co the co nguon goc t moi trng hoac cac chnh sach cua Cong ty. V the, trong nghien cu Marketing viec xac nh van e, giai quyet van e tao ra ke hoach nghien cu nham giai quyet kho khan cua ngi ra quyet nh la bc quan trong au tien. - Trong cong tac quan tr, can thng xuyen liet ke cac van e nay sinh e biet c can phai oi pho vi nhng van e g. - Tren bang liet ke cac van e, can anh dau en cac van e se oi hoi nghien cu sau hn, v viec giai quyet c chung se mang lai nhieu li nhuan cho Cong ty, va ngc lai, Cong ty se b thua lo neu khong giai quyet cac van e ay. - Xac nh xem nhng van e Marketing nao can phai sm e ra quyet nh, la chc nang va nhiem vu cua cac nha quan ly Marketing va quan tr cap cao. - Viec xac nh ung van e khong ch hng dan cac nha nghien cu Marketing nam ung muc tieu, ma no con hng dan cac nha quan tr cac bo phan san xuat, kinh doanh, tai chnh va cac bo phan khac - Nhng bo phan se b anh hng do cac ket qua va kien ngh xuat phat t cuoc nghien cu. V vay, tat ca cac bo phan eu phai gop phan vao viec xac nh van e. - Qua trnh xac nh van e Marketing khong nen qua ngan gon, ma no phai bao quat nhng cau hoi chu yeu sau ay: + Ta ( nha nghien cu) can phai biet ieu g trc tien? Le ng nhien la phai can hieu ro toan bo ve th trng hien tai. + Cong ty nao ang ban cac mat hang canh tranh? + Cac nhom mat hang o co em lai li nhuan khong? + Con co cho cho nhom mat hang khac khong? + Cac nhan hieu cua cac cong ty oi thu uy tn ra sao? cao hay thap? + Nhan hieu san pham cua Cong ty hien ang co mat tren th trng co uy tn en mc nao? + Cac kenh phan phoi hien tai lieu co kha nang phan phoi loai san pham mi hay khong? + Cac mat hang ngoai nhap tng t chiem u the en au? Tom lai: - Viec bo cong sc e suy ngh trc nham xac nh van e, thng se am bao c rang: mot san pham mi, mot ca hang m ra v tr mi,

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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hoac mot lc lng ban hang mi c to chc lai, se em en doanh thu va li nhuan ma ta ky vong. Trai lai, cac quyet nh Marketing khong c au t nghien cu, thieu can nhac, co the em lai that bai va nhieu khi la s pha san cua cong ty. V the, du trong trng hp nao, bc au tien van la phai xac nh c van e mot cach ro rang. - Viec xac nh ro van e co the c hieu ro them qua v du sau ay ve mot san pham mi cua nha san xuat: +Th trng co nhu cau ro ret e tung ra san pham mi khong? + Cong ty co u phng tien tai chnh e thiet ke, che tao va ay manh san xuat neu san pham ban chay trong thi gian au? + Mau thiet ke nao la tot nhat? + Mc gia nao la tot nhat tren th trng? + Cong ty nen chon th nao gia khoi lng san xuat, gia ca va li nhuan? + Tuoi tho hay chu ky song co c cua san pham nay tren th trng se la bao lau? + Can at en chat lng mc o nao? + Cac cong ty nao la oi thu canh tranh, ho manh, yeu ra sao? + Can hoat ong chieu th theo loi nao? Chi ph bao nhieu? + Cuoi cung la: San pham mi nay se tac ong ra sao oi vi cac mat hang hien tai cua cong ty?

3) Nhng van e Marketing can nghien cu

1. Nghien cu ve ngi tieu dung: 3 dang khach hang - Khach hang qua kh - Khach hang hien tai - Khach hang tiem nang Nghien cu tieu dung la nghien cu cac ac tnh cua ngi tieu dung va tat ca nhng g lien quan en ngi tieu dung. - Thu thap - Sc mua - Kha nang thanh toan - S thch, th hieu - Phong tuc tap quan - Trnh o van hoa - Nghe nghiep .v.v... T o nham kham pha nhu cau khach hang e cung cap san pham va dch vu phu hp. ay la khau nghien cu quan trong v ngi tieu dung ong vai tro quyet nh trong viec tieu thu san pham.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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2. Nghien cu ong c mua hang: La nghien cu tm kiem nhng ong lc va phng phap xa hoi hoc a en hanh vi mua sam: o la nhng yeu to anh hng en ong c mua hang: - Nhu cau can thiet bat buoc - Tam ly anh hng en quyet nh mua hang - Chat lng san pham - Gia ca - Thu nhap ngi tieu dung - Ham muon, s thch

- Ap lc thong tin

Thong tin xa hoi Thong tin thng mai - Ap lc xa hoi va nhom ngi trong xa hoi Ap lc gia nh Giai cap XH Trung lu Ha lu Thng lu - Ap lc hoan canh Ni mua hang T ban be Thi iem mua hang Tieu van hoa Chung toc Van hoa Ton giao Van hoa 3. Nghien cu ve th trng: - La nghien cu kha nang tham nhap va m rong th trng - Muon vay phai: + o lng nhu cau th trng hien tai. + D oan nhu cau trong tng lai + Nhan dien cac c hoi th trng + anh gia c hoi th trng 4. Phan tch va kiem tra hoat ong ban hang. 5. Nghien cu san pham: Nghien cu cach s dung, tap quan a chuong cua khach hang e thiet ke san pham; Nghien cu s thch nghi cua san pham. 6. Phan tch chi ph phan phoi san pham 7. Nghien cu Marketing cong nghiep 8. Nghien cu quang cao 9. Nghien cu canh tranh

4) V tr cua nghien cu Marketing trong qua trnh e ra quyet nh:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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- Vai tro cua nghien cu Marketing trong qua trnh e ra quyet nh se c nhom tiep th hay nha quan tr Marketing an nh. - Ngay nay cong tac Marketing a va ang tr nen mot hoat ong chu lc khong the thieu cua cac doanh nghiep - no gi mot v tr quan trong khong kem cac hoat ong khac trong cong ty, doanh nghiep. - Nghien cu Marketing tham gia cung cac bo phan chc nang khac cua cong ty e xac nh ban chat toan bo cua cac van e can tien hanh nghien cu. - Nghien cu Marketing cung co vai tro to ln trong viec xay dng ke hoach cho cac nghien cu tiep theo sau cua cong ty.

5) Ban chat va khoi lng thong tin can co:

- Ban chat va khoi lng, cua cong tac nghien cu Marketing la phai c kiem soat chat che da vao hai yeu to: + Chi ph bo ra cho viec nghien cu + Li nhuan thu c nh ap dung ket qua nghien cu v vay can phai can nhac gia: + Mot ben la chi ph c lng e thu thap thong tin can thiet. + Ben kia la doanh thu va li nhuan thu c nh cac bien phap Marketing da tren cac thong tin can thiet.

6) c lng chi ph ve tien bac va thi gian e thu c thong tin can thiet:
- Nha nghien cu can nh: Muc tieu cuoi cung cua cong ty la li nhuan. - Doanh so va li nhuan thu c t mot san pham mi hay nh vao viec sap xep lai a ban kinh doanh oi khi co the khong u cung cap chi ph cho viec tien hanh nghien cu. - Hoac co trng hp, do van e qua cap bach oi hoi phai quyet nh ngay nen khong con u thi gian danh cho viec nghien cu. Do o ngay t au nha quan tr nen da vao: Cac d bao ve li nhuan toi thieu va toi a v the e xac nh nen danh bao nhieu kinh ph cho viec xay dng ke hoach Marketing va nghien cu Marketing th phai c lng that sat thi gian can thiet e tien hanh nghien cu. Thi gian bao gi cung la mot van e. Cac nha lanh ao cong tac nghien cu Marketing muon co u thi gian thc hien va x ly van e Marketing a c xac nh.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 23 -

Tuy nhien, viec danh u thi gian e xay dng ke hoach Marketing va nghien cu Marketing cho thch ang qua la ieu kho khan song no vo cung can thiet.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 24 -

CHNG 2. HOACH NH MOT D AN NGHIEN CU MARKETING

e em lai hieu qua, nhng nghien cu ng dung phai hng vao khach hang (ngi at hang nghien cu), va ngi s dung ket qua nghien cu (ngi ra quyet nh - cac nha quan tr) . Hieu qua cua mot chng trnh nghien cu c anh gia tren c s ap ng c hay khong cac yeu cau cua muc tieu at ra vi thi gian va chi ph a bo ra.

I/ CAC MUC TIEU NGHIEN CU MARKETING:

Cac muc tieu nghien cu Marketing bao gom viec xac nh cac muc tieu sau ay:

1) Cac muc tieu cua nghien cu phat hien van e (nghien cu kham pha):
La thc hien quan sat mot cach lien tuc tnh hnh hoat ong kinh doanh cua cong ty va nhng bien oi cua th trng e phat hien ra nhng tnh huong co van e. V du: Lng khach du lch noi a va quoc te giam sut so vi cung ky nam ngoai dan en giam doanh so buong phong va doanh thu an uong cua cac nha hang, khach san thuoc Cong ty Du lch.

2) Cac muc tieu cua nghien cu s bo:

Sau khi a phat hien ra van e, ieu quan trong la phai lam ro no. Muc tieu cua nghien cu nay nham thu thap d lieu e lam ro nhng van e a c giai quyet. Gom co 3 noi dung c ban: + Khai niem c van e. + Tm hieu ve boi canh (moi trng xung quanh) cua van e + Co c thong tin phan hoi e: . Giup nhan ra c van e . Mo ta c mot cach chnh xac ve tnh huong cua van e. Cuoc nghien cu s bo thng dng lai viec thu thap d lieu ban au do o ch cho phep nhan dang c van e. Ngha la ch o lng c cac Trieu

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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chng ma cha i sau tm hieu c can nguyen cua van e (ung nh ten goi cua no la nghien cu s bo). Thc te, trong cac cuoc nghien cu s bo, cac nha nghien cu Marketing se s dung moi kha nang va phng tien thch hp e lam ro hien tng hay van e phu hp vi tng van e hoac tng dang cua san pham. V du: Cuoc nghien cu s bo oi vi th trng du lch se c trien khai khac vi cuoc nghien cu th trng bia va nc giai khat.

3) Cac muc tieu cua nghien cu tham do:

Khi mot quyet nh ch mang tnh thu tuc hoac tnh rui ro cua no thap th khong can mot cuoc nghien cu tham do. V: neu cac giai phap a ro rang th chung c s dung vi o tin cay cao nen khong phai tien hanh nghien cu tham do. Ngc lai, mot van e quan trong, mot quyet nh co tnh rui ro cao th phai thc hien nghien cu tham do e tm hieu mot cach sau sac nhng s co co the xay ra ma mc o rui ro cua quyet nh se nh the nao? Cuoc nghien cu tham do thng dien ra quy mo nho, bi v pham vi va nguon thong tin thng hep.

4) Cac muc tieu cua nghien cu xac nh van e:

ay la khau nghien cu cuoi cung e hoan tat cuoc khao sat. Bi v no mang tnh chat xac nh do o moi ket luan rut ra t nghien cu nay co y ngha het sc quan trong oi vi ngi ra quyet nh. Muc tieu cua nghien cu nay la: + Xac nh mot cach ro rang, ay u moi kha canh cua nhng van e a kham pha ra. + Viec trnh bay cac muc tieu, lam sao phai neu ro c pham vi hoac tat ca cac kha canh ma ke hoach nghien cu yeu cau: V du: Mot trong nhng van e nay la: + Phai neu ro co bao nhieu thi gian trc khi thc thi quyet nh. + Hay thi gian va chi ph toi a co the danh cho cuoc nghien cu la bao nhieu?

II/ CHUAN B KE HOACH VA E CNG NGHIEN CU:

1) Y ngha cua ke hoach nghien cu:

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Giup nha nghien cu d kien trc c nhng g xay ra trong qua trnh nghien cu e co giai phap oi pho. Giup cho viec nghien cu c tien hanh mot cach khoa hoc. La c s e kiem chng cac d lieu c thu thap va phan tch chung co ung phng phap hay khong? Giup cho nha nghien cu hnh dung c thi gian va tien bac phai chi tieu cho cuoc nghien cu la bao nhieu?

2) Xay dng ke hoach nghien cu:

- Ke hoach nghien cu la mot khuon mau nh trc cho viec thiet ke, thc hien va theo doi cong trnh nghien cu. - Ke hoach ch mang tnh chat s bo va co the thay oi. - Ke hoach phai neu bat c van e thc s va cac nhu cau thc s cua cong ty. - Ke hoach nghien cu phai gi cho cac nhan vat can c tham khao. - e cng nghien cu la mot ban ke hoach i kem vi phan trnh bay ly do v sao can tien hanh nghien cu va ket qua nghien cu mang lai se la g? - e cng nghien cu phai mang tnh thuyet phuc cao, v no tng t nh mot li chao hang. Noi dung cua ke hoach nghien cu thng gom cac phan chnh sau ay: 1. Xac nh ro muc tieu nghien cu va nhu cau thong tin: - Cuoc nghien cu can at ti muc tieu g? - Nhu cau thong tin cho cuoc nghien cu la g? 2. Noi dung va phng phap nghien cu bao gom: - La chon mo hnh nghien cu: + La viec trnh bay va lam ro cach thc nghien cu va phng phap nghien cu tong quat hay chien lc thc hien cho moi e an rieng biet. ay la trong tam cua cong tac lap ke hoach. + Mo hnh nghien cu can c gan vi muc tieu nghien cu. Xac suat - Lay mau va chon mau. Phi xac suat - Cong tac thu thap d lieu tai hien trng: Co 2 muc tieu chnh can at c. + Toi a hoa viec thu thap thong tin t nhng oi tng c hoi y kien + Giam viec pham sai lam en mc toi thieu cua ngi phong van.

3) To chc thc hien:

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* Phan cong, phan nhiem: + Nen thanh lap mot nhom tiep th nham lanh ao va theo doi cong trnh nghien cu. + Nhom nay t mnh, hay tham khao y kien vi n v nghien cu ben ngoai (neu cong ty thue) e ch nh nhan s tham gia. + Trong ban e cng nghien cu phai neu ro ai lam viec g. + Khi chon mot n v nghien cu ben ngoai e thue, can xem xet cac yeu to quan trong sau: . Ho hieu biet sau sac en mc o nao ve cong ty va lnh vc hoat ong cua cong ty? . Trnh o chuyen mon cua n v o oi vi loai cong trnh nghien cu cu the nay ra sao? . Cac ket qua thu c co dung vao cong tac chieu th (Promotion) hay khong? v.v.. + Thong thng cong ty phai danh vai tuan le e n v nghien cu ben ngoai nay tm hieu la cong ty ang muon ieu g. Tuy nhien, khi a thue mn 1 n v chuyen nghiep lam dch vu nghien cu, th van co the e cho mot so nhan vien cua cong ty tham gia vao cong trnh nghien cu, v cong ty se thu c cac li ch sau: . Dung ngi cac phong ban se chu tac ong cua cac ket qua nghien cu, la giup ho de dang tiep thu cac ket qua o. . ay la c hoi e huan luyen cac nhan vien va giup cho phong ban cua ho thay mnh co 1 vai tro quan trong trong viec nghien cu va a ra cac kham pha. Viec s dung nhan vien cua cong ty con co the nh hng lai tien o cua cong trnh nghien cu, nham en cac lnh vc co ch nhat va sinh li nhieu nhat. . S dung nhan vien cac phong, ban khac ngoai bo phan tiep th, con la dp e cac phong, ban nay biet c cac phng thc va li ch cua nghien cu tiep th. * Cac bc thc hien: - Bc 1: Chuan b - Bc 2: Thu thap d lieu tai hien trng - Bc 3: Tong hp d lieu - x ly - phan tch - bao cao ket qua nghien

cu

* c lng kinh ph nghien cu: Neu thue n v ben ngoai, thng ho se neu gia bieu kem theo cong hay tr mot so % nao o cua gia nguyen thuy. n v nghien cu cang co uy tn va kinh nghiem cang neu gia kha chnh xac.

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Khoa Quan Tr Kinh Doanh

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Trng hp cong ty t mnh tien hanh nghien cu, cung phai bao am viec c lng kinh ph cho chnh xac. So % khong qua 5% kinh ph ban au. e c lng c kinh ph mot cach chnh xac, can chuan b ke hoach nghien cu mot cach can than. Co the neu ra nhieu mc kinh ph, tuy thuoc vao mc o chieu sau cua cong trnh nghien cu. V du: + Co the a ra mc ph ton khi ch nghien cu cac quan noi thanh, va: + Co the a ra mc ph ton khi nghien cu ca noi thanh lan ngoai thanh. + Co the a ra mc ph ton theo quy mo mau: ( mau nghien cu cang ln th ph ton cang ln). + Hay kinh ph tuy theo phng phap nghien cu .v.v... Nh vay, viec phai c lng kinh ph nghien cu la v: - Kinh ph nghien cu la mot yeu to e nha quan tr cap tren can nhac khi phan tch chi ph bo ra so vi li ch thu c. - T o e ra quyet nh, e ngi nghien cu thc hien. Tom lai: Cac iem va trnh bay, tren ay ve noi dung cua ke hoach nghien cu, la cac iem mang tnh chat hng dan tong quat. - Moi mot cong ty, moi cong trnh nghien cu se oi hoi mot cach tiep can khac nhau. Nhng noi chung th bang cach nay hay cach khac mot cuoc nghien cu cung se phai hoi u 3 noi dung a trnh bay trong ke hoach va e cng nghien cu cuoi cung la: + Xac nh muc tieu va nhu cau thong tin + Noi dung va phng phap nghien cu + To chc thc hien. Ben canh o, ban e cng va ke hoach nghien cu con phai quan tam en nhng van e quan trong khac nh: + Cach trnh bay cac ket qua tm thay va kien ngh se nh the nao? + Cac d lieu thu thap c se trnh bay di dang cac bang, bieu, cac bieu o, phim en chieu ( Slides), hay bang cac hnh thc nao khac. + Bao cao cho cac nha quan tr cap cao se phai khac vi bao cao danh cho cac nha quan tr cap di: . oi vi cap di: Phng phap trnh bay: can i sau vao chi tiet . oi vi cap tren: oi hoi t chi tiet, can tap trung vao cach nhn tong quat. (hoan toan ngc lai vi cap di).

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing III/ CAC THIET KE NGHIEN CU MARKETING.

1) Ban chat cua thiet ke nghien cu Marketing:

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Thiet ke la mot mo hnh hoac mot phac thao nhng cong viec can tien hanh cua mot d an nghien cu. Thc chat cua thiet ke nghien cu la qua trnh hoach nh d an nghien cu: Thiet ke mot chien lc e at c muc tieu nghien cu. Thiet ke nghien cu lien quan en 2 bc cong viec: +Mot la: Nha nghien cu phai xac nh mot cach cu the cai g mnh muon at c (tc la xac nh muc tieu) + Hai la: Nha nghien cu phai xac nh phng cach toi u nhat e at c muc tieu o. Nh vay, mot khi muc tieu nghien cu a c xac nh th mot ke hoach nghien cu se c xay dng va sau o la chng trnh thc hien cu the. Nha nghien cu can xac nh ngay dang nghien cu mnh se thc hien o

la:

+ Kham pha, mo ta hay nhan qua? + Chat hay lng? + Thong tin can la th cap hay s cap? + Viec thu thap thong tin nen tai mot thi iem hay lien tuc trong mot khoang thi gian?

2) Cac loai hnh thiet ke chu yeu: Gom co 3 nhom chu yeu sau:
Thiet ke mo ta: La thiet ke nham mo ta hien tng ma khong can thiet lap moi tng quan gia cac nhan to anh hng. Thiet ke thc nghiem: La thiet ke chng minh moi quan he nhan qua cua hien tng nghien cu. Thiet ke ban thc nghiem: La thiet ke nham chng minh mot to hp nhng yeu to anh hng cua hien tng nghien cu.

IV/ THIET KE THC NGHIEM:

1) Tong quat:
Chung ta thay rang oi vi phng phap quan sat mot cach co he thong chang han, th nha nghien cu ch ong vai tro mot ngi chap nhan thc tai ang san co, do o b gii han la khong the quan sat c mot cai g cha xay ra. V du: Mot phng phap tiep th mi ma cong ty ang nh ap dung.

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e giai quyet van e nay, ngi ta phai nh en phng phap thc nghiem. Phng phap nay giup nha quan tr biet c rang: + Neu ap dung chien thuat X trong tiep th th lieu co dan en ket qua Y hay khong? + Gia s mot yeu to khac khong thay oi, no se gi y viec ap dung chien thuat X vao ngay mai, se a ti ket qua Y sau o. Nh vay, thc nghiem la can thiep co dung y vao qua trnh dien tien cua mot s viec. No co bon ac trng cc ky quan trong lam cho phng phap th nghiem rat co ch trong viec van dung vao cong tac quan tr o la: Cho phep ngi th nghiem kiem soat c s can thiep, lam cho th nghiem gan giong vi cac chon la chien lc cua nha quan tr. Ngi th nghiem co the kiem soat c mot phan ln tnh trang hon on cua the gii xung quanh, neu viec thiet ke thc nghiem c tien hanh can than. Bi v viec kiem soat cac nhan to de lam ta ket luan sai lam khi th nghiem khong ung phng phap. Th nghiem thng chng to c quan he nhan qua. No co the noi rang: Neu cac yeu to khac khong oi, ket qua nhat nh la do nguyen nhan gay ra. V cac nha th nghiem co the vach ra thi bieu e can thiep nen cac th nghiem thng nhanh hn va co hieu qua hn cac phng phap tiep can khac, ac biet la khi so sanh vi phng phap quan sat hien trng, ta phai ch cho en khi hien tng t nhien xuat hien. Mot hnh thc thng hay c s dung trong phng phap thc nghiem la tiep th trac nghiem (Test Marketing), danh cho phan ln cac qua trnh phat trien san pham mi. Tiep th trac nghiem hay con goi la trac nghiem th trng c dung e anh gia ve o co gian cua so cau, ve cac mc o s dung ngan sach quang cao, hay viec thay oi bao b. V du: Mot cong ty thay oi mot cach co he thong ngan sach quang cao tren nhieu th trng trong nhieu thang lien. Trc ay, cong ty nay ch thay oi ngan sach quang cao bang cach tang giam mot khoang nho chi ph, do o khong co kinh nghiem g ve viec tang manh hay giam chi ph quang cao. Tom lai: - Co vo so c hoi e th nghiem ve u loai van e.

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- oi tng cua viec th nghiem la th lam mot cai g khac vi trc ay, roi tuan theo mot vai quy tac n gian trong viec thiet ke cho ung phng phap, t o tm biet c hau qua xay ra do s khac biet ay mang lai, neu co. - Viec tuan thu cac quy tac nay la ieu het sc quan trong, v neu khong se ri vao ket luan sai lam. - Phng phap thc nghiem co the ap dung cho hau het cac kha canh cua tiep th tong hp (Marketing Mix): + Co the trac nghiem ve san pham mi va dch vu mi. + Co the thay oi gia ca. + Trch thng hay tang hoa hong ban hang cho ngi ban s va ban le. + Co the s dung nhieu mau quang cao khac nhau hay nhieu ky thuat chieu th khac nhau tai cac iem ban hang, nham en mot oi tng khach hang duy nhat, hay to hp nhieu loai khach hang. - Phng phap th nghiem cung giup kham pha ra cac phng an mi trong viec chao hang, ket hp cac phng tien truyen thong (bao ch, ti vi .v.v..), phop hp thi gian a ra cac quang cao, bao b va cac phng phap gi hang, hoac cach tiep can mi oi vi dch vu va san pham. - No cung co the th nghiem cac kenh phan phoi mi, hoac tham ch vi ca cac phng an mi ve tien lng, tien thng. - Cac cuoc th nghiem co the tien hanh trong the gii thc hay trong phong th nghiem. + The gii thc co li iem la giong vi tnh huong ma nha quan tr Marketing phai oi pho. Song no lai co nhieu nhan to khac ( chang han: Cac hoat ong cua oi thu canh tranh) co the che m ket qua thc nghiem. + Trong phong th nghiem: Moi nhan to khac c gi khong oi. Nhng no lai xa cach vi thc te cuoc song. - Cac ket qua cua th nghiem co the o lng khi can c vao nhan thc cua oi tng hoac hanh vi co thc, hay la ca hai. o lng nhan thc, bao gom viec o lng mc o nhan biet, cam nhan ve cac san pham khac nhau, hoac cac ac trng chieu th khac nhau, cac loai s thch, thai o cua cac khach hang tng lai.

2) Thc nghiem (Experiment)

La mot dang thiet ke nghien cu, dung e xac nh moi quan he nhan qua cua cac bien trong th trng. Nh a trnh bay Chng 1, e co moi quan he nhan qua th 3 ieu kien phai c thoa man o la: + Bien thien ong hanh + Thi gian xuat hien + Tac nhan duy nhat

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la:

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Muon co ch cho nha quan tr, cuoc thc nghiem phai hoi u 3 ac trng o

+ Phai ch nh mot cach ngau nhien cac cong cu th nghiem khac nhau (chang han: cac mau quang cao khac nhau) cho cac nhom oi tng khac nhau (V du: Cac ca hang cac trung tam buon ban, hay cac ca nhan khac nhau). + Phai thiet ke cuoc th nghiem the nao e (noi mot cach ly tng - theo ly thuyet) khong co yeu to nao khac (ngoai lai) ngoai cac yeu to ma ta muon nghien cu. Tc la ch co tac nhan duy nhat tac ong ti ket qua quan sat. + Cac ket qua cua cuoc th nghiem phai co the van dung c vao tnh huong tiep th trong tng lai cua the gii thc ma cong ty se ng au, tc la phai co tnh ng dung c trong thc te. Cac yeu cau noi tren, giup ta phan biet c mot cuoc th nghiem that va mot cuoc th nghiem gia.

3) Bien thc nghiem: (Experimental Variables)

Co 3 loai bien c ban trong thc nghiem: 1.Bien oc lap (Independent Variables), con goi la x ly (Treatments): La cac bien ma nha nghien cu muon tm hieu ng cua no. Bien oc lap c ky hieu la : X V du: Nha nghien cu muon tm hieu ng cua mot chng trnh quang cao vao doanh thu cua mot nhan hieu san pham, th chng trnh quang cao nay la bien oc lap (x ly). 2.Bien phu thuoc (Dependent Variables), con goi la o lng (Measurements): o la cac bien chu s tac ong cua bien oc lap, ma nha nghien cu tm cach o lng (quan sat: dung cho tat ca cac phng phap thu thap thong tin) hieu ng cua cac tac ong nay. Bien phu thuoc c ky hieu la: O V du: Trong v du tren th: Doanh thu chnh la bien phu thuoc. 3. Bien ngoai lai (Extrareous Variables) La cac bien tham gia vao qua trnh thc nghiem, ma chung ta khong biet, hoac khong kiem soat c. Cac bien ngoai lai nay se lam giam gia tr cua thc nghiem. V du: Trong thi gian chung ta thc nghiem e o lng hieu ng cua chng trnh quang cao vao doanh thu, th nhan hieu canh tranh cua chung ta tang gia. ieu nay lam cho mot so khach hang cua oi thu canh tranh chuyen sang tieu dung san pham cua chung ta; va dan en lam tang doanh thu. Nh vay viec tang doanh thu, (neu co) la co mot phan do hieu ng cua bien ngoai lai ( viec tang gia

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san pham cung loai cua oi thu canh tranh) ngoai hieu ng cua chng trnh quang cao.

4) n v thc nghiem:
n v thc nghiem la cac phan t nha nghien cu s dung e tien hanh x ly, va cung t chung, nha nghien cu o lng hieu ng cua x ly. V du: Trong v du tren, th cac ca hang la cac n v thc nghiem. Trong cac thc nghiem, cac n v thc nghiem thng c chia ra thanh 2

nhom.

1. Nhom thc nghiem, ky hieu la : EG (Exprimental Groups): Nhom thc nghiem dung e o lng moi quan he nhan qua cua cac bien. 2. Nhom kiem soat, ky hieu la: CG (Control Group): Nhom nay dung e kiem soat hieu ng cua bien ngoai lai. e co the dung ket qua cua thc nghiem tong quat hoa cho th trng muc tieu nghien cu, ngi ta chon cac n v thc nghiem bang phng phap ngau nhien, ky hieu la: R (Randomly Chosen). Chung ta co the mo ta cac thanh phan cua mot thc nghiem bang cac ch so sau ay: + Ky hieu X: Bien so oc lap; Ch hng tac ong mot th nghiem nao o vao mot nhom nao o. + Ky hieu O: e cap en so lan quan sat hay o lng (lng nh) cua bien so phu thuoc theo n v phan tch (ca nhan, nhom, oi tng, s vat). Neu co hn 1 lan o lng th ta them : O1, O2, O3...., cac ky hieu nay cung dung e ch thi gian trc sau tien hanh lng nh. + Ky hieu R: Ch viec a mot cach ngau nhien mot n v (oi tng) nao o e tien hanh th nghiem. - e s o hoa mot so phng an th nghiem can ban, ta can lu y ti 3 iem sau: + Th nhat: Cach ghi chu t trai qua phai: Ch chuyen ong qua thi gian, trc - sau, cua cac bien so th nghiem. V du: Ghi R O1 X O2 c hieu la: Chu e trac nghiem c tien hanh tren mot nhom bat ky (R), mot lan lng nh (o lng) trc c tien hanh (O1), sau o cac oi tng c x ly th nghiem (X), va sau o tiep tuc tien hanh o lng cho lan sau O2 .

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+ Th 2: Tat ca ghi chu tren dong ngang ch ra rang: Tat ca oi tng thuoc cung mot nhom eu chu cac bc x ly th nghiem o. + Th 3: Ghi chu theo cot thang ng va noi tiep chieu thang ng: Ch cac bien so dien ra ong thi. V du: R O 1 X O2 R X O3 > Truc thi gian S o nay cho thay: Hai nhom oi tng c ch nh ngau nhien (R) c a vao th nghiem cung thi gian. . Cung c trai qua mot cach x ly (X) . Nhom mot a tien hanh o lng trc va sau th nghiem (O1, O2) . Nhom hai ch tien hanh o lng sau th nghiem (O3) (lng nh hau Test: O3) . O3 c tien hanh ong thi vi O2

5) Hien trng thc nghiem:

Co hai loai hien trng, trong o nha nghien cu co the tien hanh cac thc nghiem cua mnh, o la: - Th nhat: Moi trng thc nghiem tai phong th nghiem hay hien trng gia ma nha nghien cu co the thiet ke e tien hanh thc nghiem (Laboratory Experiments). - Th hai: Moi trng thc nghiem tai hien trng hay hien trng that cua th trng ma nha nghien cu co the s dung e tien hanh thc nghiem (field experiments). 1. Moi trng thc nghiem tai phong th nghiem (Labo): Trong thc nghiem tai phong th nghiem, nha nghien cu thc hien nghien cu chu e trong mot moi trng nhan tao, vi mot khung canh a c xep at nham phuc vu cho muc ch cua thc nghiem. Khung canh xap at theo y muon nh vay, giup nha nghien cu giam thieu en mc thap nhat anh hng khong thch hp cua mot bien so ngoai lai, nh kiem soat c. Trong nhng phong th nghiem nh vay, a co u cac trang thiet b can thiet, nh gng mot chieu, may anh, nut kiem tra o thap sang va nhiet o cung nh cac thiet b khac co the anh hng en th nghiem... Trong khung canh gia tao, thng lam cho oi tng tham d nghien cu y thc la mnh ang b nghien cu, do o khac vi t nhien, ho tr nen nhay cam hn, ho san sang ap ng vi cach sap xep, ap ng vi moi cai thay trong phong

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Nghien Cu Marketing

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th nghiem. Trong trng hp nay, nha nghien cu phai can nhac xem mc t nhien cua cac oi tng trong phong th nghiem nh the nao? Tom lai: Hien trng gia tao giup cho nha nghien cu de dang hn trong viec kiem soat cac bien ngoai lai va mac du viec thc hien loai th nghiem nay khong kho khan lam, nhng v ngi ta nghi ngai ve gia tr ngoai dung (ngoai vi) nen t khi c thc hien. V vay, can lu y en hai ly thuyet ve gia tr co lien quan chat che en moi trng thc nghiem o la: + Ly thuyet ve gia tr noi tai + Ly thuyet ve gia tr ngoai vi Hai gia tr cua thc nghiem nay chung ta se xem xet phan sau 2. Moi trng thc nghiem tai hien trng: - Thc nghiem tai hien trng c tien hanh trong moi trng thc te (the gii thc, cuoc song thc). - Cai li ln nhat la tnh that cua khung canh. - Nhng bien so c a th nghiem (nh gia, quang cao, san pham...) se giong nh hoan canh mua ban bnh thng. - Hnh thc th nghiem nay cho gia tr ngoai dung cao. V ngi tham gia th nghiem co ieu kien e x s nh hoan canh bnh thng. Ngc lai, gia tr noi nghiem lai gap kho khan cho: do van dung khung canh that, nen kho kiem soat c cac bien ngoai lai. -Th nghiem hien trng thng rat ton kem va phc tap so vi th nghiem trong phong th nghiem. Tuy vay, th nghiem tai hien trng van la phng an thong thng hn e tiep can th trng. Bi v no lam tang hieu qua cua viec tong quat hoa ket qua cua thc nghiem cho th trng that. V du: Neu mot cong ty nao o muon th nghiem mot san pham mi tai sieu th, muon vay can phai co s thoa thuan cua cac ngi quan ly cua cac gian hang. Trong khi o, nhieu day chuyen sieu th lai co chnh sach ngc vi tieu chuan th nghiem nao o, nh ho chong lai viec tang gia va cac hoat ong co ong (promotional) qua mc. ieu nay lam cho nha nghien cu phai thch ng vi ieu kien la: ieu kien co trien th trng, ma ieu o co the dan en viec rat ton kem cho cuoc th nghiem. Tuy nhien, viec la chon hai hnh thc thc nghiem (labo hay hien trng) hoan toan tuy thuoc vao nhu cau nha nghien cu.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
6) Gia tr cua thc nghiem (Experimental Validity):

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Gia tr cua thc nghiem c chia lam 2 loai: Gia tr noi (noi tai); va gia tr ngoai (ngoai vi). 1. Gia tr noi (Internal validity): Gia tr noi cua mot thc nghiem, noi len kha nang loai tr cac ly giai thay the cho ket qua cua thc nghiem nay. Noi mot cach khac, mot thc nghiem co gia tr noi cang cao, khi hieu ng cua cac bien ngoai lai cang thap. 2. Gia tr ngoai vi (Exernal Validity): Gia tr ngoai cua mot thc nghiem, noi len kha nang tong quat hoa ket qua cua thc nghiem cho th trng that. Co ngha la, khi hien trng thc nghiem cang gan vi th trng that bao nhieu, th gia tr ngoai cua thc nghiem nay cang cao bay nhieu. Sau ay la bang tom tat nhng ac iem cua hai hnh thc thc nghiem, can c vao o ma nha nghien cu a ra yeu cau e chon la moi trng th nghiem thch hp.
ac iem Thc nghiem tai phong th nghiem Thc nghiem tai hien trng

Gia tr noi tai Gia tr ngoai vi Chi ph Thi gian oi hoi Tnh thc te

Cao Thap Co kha nang thap Co kha nang ngan Thap

Thap Cao Cao Dai Cao

7) Nguyen nhan lam giam gia tr cua thc nghiem:

Mot cuoc th nghiem c coi la co gia tr, khi ket qua nghien cu cua th nghiem nay ch thuoc bien so a a ra th nghiem ... ch khong con tuy thuoc yeu to ngoai lai nao khac na. Noi nh vay, co ngha la: Trong moi th nghiem van co nhng yeu to ngoai lai co mat trong moi trng th nghiem. V the ta phai xac nh c cac bien so o, kiem soat c chung. Vi nhng ly do tren, trc khi nghien cu en cac thc nghiem, ta phai nam c so nguyen nhan gay ra sai lech, dan en viec lam giam gia tr noi ngoai cua thc nghiem. Di ay la nhng nguyen nhan chnh, thong thng la nhng yeu to ben ngoai nh: 1. Lch s:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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La nhng bien ngoai lai ben ngoai xuat hien trong thi gian thc nghiem, no xuat hien gia hai lan o lng trc (O1) va sau (O2). V du: Ngi ta ang th nghiem ve mot nhan hang hay mot san pham, e o lng hieu ng cua cac chng trnh quang cao a c tung ra. Ngi ta a tham do lng hang ban trc va sau chien dch, va nhan thay, co mot bien so khac lam lech ket qua nghien cu; o la: Trong thi gian nay, nhan hieu canh tranh tang gia, gay nen hieu ng vao ket qua cua thc nghiem. . Viec tang gia nay, la cac bien ben ngoai thc nghiem, va no xuat hien trong khoang thi gian thc nghiem. . Nh vay, viec tang gia cua nhan hieu canh tranh se lam giam gia tr noi cua thc nghiem va ay la nguyen nhan lch s. 2. Loi thi: La bien so khong ro ret, no thay oi dan phan ng cua ngi tieu dung qua thi gian. Thay oi nay la ket qua cua thi gian, va co the anh hng en nhng n v thc nghiem. Nh vay, tng t nh lch s, loi thi la cac bien ngoai lai, xuat hien trong khoang thi gian thc nghiem. No xuat hien gia hai lan o lng: Trc (O1) va sau (O2). Loi thi la s thay oi cua chnh ban than n v th theo thi gian tien hanh thc nghiem. Cung nh lch s, loi thi se lam giam gia tr noi cua thc nghiem. 3. Bo cuoc: o la trng hp trong thi gian tien hanh thc nghiem, mot so n v th bo cuoc gia chng, lam cho ket qua th nghiem khong tnh c. Dan en gia tr cua thc nghiem se giam. V khong biet n v bo cuoc co cung mot thai o ng x va cho ket qua giong nh cac n v con lai hay khong? Tc la: Nhng n v tiep tuc tham gia va nhng n v bo cuoc co the co thai o khac nhau oi vi x ly cua thc nghiem. Nh vay: Co s khac biet gia hai lan o lng trc va sau ma khong do tac ong cua x ly, dan en gia tr noi cua thc nghiem se b vi pham. V du: Mot cuoc th nghiem e xem thai o ngi mua oi vi mot mau hang mi. Cuoc th nghiem c trien khai qua hoi ngi tieu dung. Hoi c chia thanh nhom thc nghiem va nhom kiem chng. Trong qua trnh th nghiem neu

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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nhom kiem chng bo cuoc th se khong sao biet c thai o cuoi cung cua nhom thc nghiem con lai. Hien tng bo cuoc co the la do cuoc th nghiem keo dai qua, lam cho mot so n v th nghiem khong theo en cuoi cuoc th nghiem c. 4. Hieu ng th ( Testing effect): Co 2 dang hieu ng th. - Hieu ng chnh - Hieu ng ho tng. a. Hieu ng chnh: Noi len hieu ng cua o lng trc va o lng sau. Khi chung ta o lng trc th lan o lng nay co the lam cho cac n v thc nghiem nhay cam oi vi cong cu o lng. Do o, hieu ng chnh se lam giam gia tr noi cua thc nghiem. V du: Nh kinh nghiem cua n v th trong tra li khi o lng. b. Hieu ng ho tng: La cac tac ong cua o lng trc tao nen s phan ng cua n v th vao x ly cua thc nghiem. 5. Cong cu o lng (Instrumentation): Noi len tnh khong ong nhat cua no trong cac lan o lng. Tc e cap en thay oi do s dung dung cu o lng trong cuoc th nghiem... Tnh khong ong nhat cua cong cu o lng se lam chech ket qua cua thc nghiem va gia tr cua no b xam pham. V du: Trong lan o lng trc va sau, chung ta s dung phong van vien co ca tnh hoac kha nang chuyen mon khac nhau. 6. Chon mau chech: Sai lam nay xay ra khi n v th a c la chon, khong ai dien cho am ong nghien cu. ieu nay noi len viec chon cac nhom cho thc nghiem vi nhng tieu chuan khac nhau. Th no dan en viec se lam giam gia tr noi cua thc nghiem. V du: Ta co 3 khoang thi gian trong 1 ngay e ngi d van (n v th) c trac nghiem nh sau: - T 8 - 12 gi - T 1 - 4 gi - T 5 - 8 gi (toi) Neu ngi d van buoi sang khac vi ngi d van buoi chieu, th ket qua th nghiem thu c se b bien dang. 7. Hien trng gia tao:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Khi tien hanh thc nghiem vi hien trng gia, th gia tr ngoai cua no b vi pham, v moi trng thc nghiem khac rat nhieu vi th trng that.

8) Mot so thc nghiem c ban:

Di ay la mot vai mo hnh thiet ke thc nghiem tieu bieu: 8.1 Mo hnh o lng trc - sau vi nhom kiem soat: (E) EG: RO1 X O2 (C) CG: RO3 O4 Tien e cua mo hnh la xem moi tac to ngoai lai la co tac dung nh nhau tren 2 nhom; Nh the: S khac biet duy nhat gia 2 nhom la do viec x ly ma nhom th nghiem phai trai qua. So o chu yeu cua khac biet nay co the c bieu dien nh sau: Hieu ng cua x ly (Treatment effect): TE = (O2 -O1) - (O4 - O3) Trong thc te nhieu luc ngi ta khong s dung thet ke nay v: + Ton kem chi ph. + Co nguy c gay nhieu cho oi tng. + Tnh nhay cam do hieu ng trac nghiem co tren nhom thc nghiem, ma khong co tren nhom kiem chng nen khong the tach hieu ng ho tng (nhay cam hoa) ra khoi hieu ng x ly th nghiem c. + S d nh vay, la do cac ca nhan th nghiem y thc hn ve quang cao, chenh lech gia, chat lng san pham, cung la do trai qua lan o lng trc (O1). 8.2 Bon nhom thiet ke Solomon, (The Solomon Four Group Design): Neu nghi ngai viec o lng trc va hieu ng ho tng co the lam lech lac cac oi tng (n v th) en mc co the lam h s quan trac hien trng th ta co the s dung mo hnh bon nhom Solomon nh sau: E 1: RO1 X O2 C1: RO3 O4 E2: R X O5 C2: R O6 Ngoai 2 nhom E1 & C1 nh nhom o lng trc sau vi nhom kiem soat; Ngi ta a vao 2 nhom: Th nghiem E2 va kiem chng C2. Hai nhom nay khong tien hanh o lng trc th nghiem. Cap nhom th 2 nay chng to ket qua se khong co anh hng cua viec o lng trc th nghiem. Nh the, ta loai bo c hng nhay cam hoa cua hieu ng trac nghiem v khong con xay ra trong lan lng nh O5. e biet c s thay oi trong nhom thc nghiem E2, ta can c lng c so o trc cua bien phu thuoc O5.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Tng t, e tnh s thay oi trong nhom kiem soat C2, ta can c lng so o trc cua bien phu thuoc O6. Ta a co 2 so o trc (O1 & O3) cua nhom th nghiem E1 & kiem soat C1. Do yeu to ngau nhien (R) khi la chon cac nhom thc nghiem va kiem soat. Do o ta co the lay so o trc cua nhom E1 & C1 lam c s e tnh so o trc cho nhom E2 va C2. e am bao tnh ai dien, ta se lay trung bnh cong cua 2 so o nay lam so o trc cua nhom E2 & C2. Mo hnh 4 nhom Solomon nay cho phep chung ta tm c hieu ng ho tng. Neu goi: + TE: Hieu ng cua thc nghiem (hieu ng x ly) + ME: Hieu ng th chnh + IE: Hieu ng ho tng + EXT: Hieu ng cua cac bien ngoai lai khac. Chung ta co cac phng trnh sau: . O2 - O1 = TE + IE + ME + EXT (1) . O4 - O 3 = ME + EXT (2) . O5 - 1/2 (O1 + O3) = TE + EXT . O6 - 1/2 (O1 + O3) = EXT (4) Giai he phng trnh tren ta co: * Hieu ng cua thc nghiem: TE = O5 - O6 * Hieu ng ho tng: IE = (O2-O1) - (O4 - O3) - (O5 -O6) . Nhng sai lam ma 4 nhom Solomon loai c o la: a. Lch s: Loai c Do dung nhom kiem soat lam c s so sanh. b. Loi thi: Loai c Do dung nhom E2 & C2, yeu to thi gian trc va sau khong anh c. Bo cuoc: Giam bt Vi nhom E2, C2: Co tac dung lam giam bt sai lam nay.

(3)

hng.

d. Hieu ng th: Loai c Do dung E2 & C2 nen khong tien hanh o lng trc, v the khong anh hng en lan lng nh sau. e. Cong cu: Loai c Do khong thay oi trong viec s dung dung cu o lng (ngi phong van va ieu kien tien hanh th nghiem trong nhom E2 & C2).

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
f. Chon mau chech: Khong loai c g. Hien trng gia tao: Khong loai c.

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Tom lai: Mo hnh thiet ke 4 nhom Solomon nay a co ngi goi la: Mot th nghiem c kiem nghiem mot cach ly tng. Bi v: - Hau het nguyen nhan a en sai lam eu a c loai bo e at c gia tr noi nghiem. - Tuy c xem la mo hnh ly tng vi gia tr thong tin cao, nhng no lai khong c dung nhieu trong tiep th v: Chi ph cao & kho thc hien. (V nha nghien cu thng b rang buoc ve tai chnh va thi gian) Tuy nhien, mo hnh nay giup ta hieu ro ve nguyen nhan gay ra sai lam trong th nghiem. e t o thay c phng hng va nam c phng phap khac phuc, nham lam chu c trong qua trnh th nghiem. 8.3 Mo hnh ch o lng sau vi nhom kiem soat: Mot bien cach cua nhng mo hnh th nghiem tren la mo hnh nhom ch o lng sau vi nhom kiem soat. V trong mo hnh nay khong co tien hanh o lng trc khi x ly th nghiem. Mo hnh co dang nh sau: E: R X O1 C: R O2 Mo hnh nay chnh la 2 nhom sau E2 & C2 cua 4 nhom Solomon. Viet dang nhom thiet ke nay theo dang nhom thiet ke o lng trc sau: E: R X O1 Gia s: la so o trc th nghiem C: R O2 Ta co hieu ng x ly thc nghiem: TE = (O1 -) - (O2-) => TE = O1 - O2 Nh vay: Do khong o lng trc (v du khong phong van trc) nen co li ve kinh te, ong thi: loai c hieu ng th, loai c loi thi, loai c lch s va bo cuoc loai c mot phan. Do o: Xet ve mat kinh te: Co li hn; Gia tr thc nghiem: at c cao hn nhom o lng trc sau vi nhom kiem soat. Tom lai: Mo hnh nay thng c s dung trong tiep th hien nay v: + La loai n gian nhat + Thi gian tien hanh th nghiem ngan + Chi ph thap

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
+ Mc o chnh xac: Tng oi, gan nh 4 nhom Solomom

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9) Mot so thc nghiem cao cap:

tren, chung ta va xem xet nhng iem cot loi cua nhng mo hnh th nghiem, ma no cho phep nha nghien cu lam chu hay kiem soat c mot bien so oc lap va c tnh nhng hieu ng cua no da tren bien so phu thuoc lien quan. T o cho phep nha nghien cu a ra c nhng nhan nh thch ang, co tnh cach nhan qua. Tuy nhien, trong nhieu tnh huong, nha quan tr khong ch muon th nghiem mot yeu to (bien so) duy nhat, ma muon biet ve nhieu yeu to. Nhng thc nghiem neu tren ch cho phep chung ta o lng hieu ng cua mot x ly mot mc x ly. V du: Hieu ng cua mot chng trnh quang cao, mot mc gia, mot chng trnh huan luyen nhan vien vao doanh thu... V the mot so thc nghiem sau ay se cho phep chung ta o lng hieu ng cua mot x ly vi nhieu mc khac nhau hoac nhieu loai x ly khac nhau. 9.1 Thc nghiem ngau nhien hoan toan: Thc nghiem nay cho phep chung ta so sanh nhieu mc khac nhau cua mot

x ly.

e thc hien ieu nay, chung ta phai gia s la cac bien ngoai lai co tac ong nh nhau vao cac n v th. Gia s, chung ta co mot x ly vi K mc khac nhau (1,2,3.....i......k). Chon ngau nhien n v th, va chia ngau nhien thanh K nhom: n1,n2...,ni....nk,; Vi; (n = n1 + n2 + .... ni + nk) Moi nhom se chu mot mc x ly tng ng, va o lng ket qua (Xij) cua cac n v trong cac nhom se cho phep ta so sanh s khac nhau, neu co, ve hieu ng cua x ly cac mc o khac nhau. 9.2 Mo hnh thc nghiem khoi ngau nhien: Mo hnh nay cung tng t nh thc nghiem ngau nhien hoan toan. Nhng no co s m rong hn, cho: Vi mo hnh nay, chung ta co the loai mot hieu ng ngoai lai ma chung ta ngh rang no se co tac ong manh nhat trong mo hnh ngau nhien hoa hoan toan. ieu thiet yeu la mo hnh nay cho ta nhng thong tin tng t nh mo hnh ngau nhien hoa hoan toan, nhng no cho phep ta khao sat c tac dung do mot tac to ngoai lai.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Mo hnh thc nghiem khoi ngau nhien giup cho nha nghien cu co the tach biet mot yeu to ngoai lai ra khoi sai lech chung cua cuoc th nghiem. V the no cho ta mot hnh anh thc hn. Trong mo hnh nay, chung ta cung o lng hieu ng cua K mc x ly khac nhau (1,2 ...i,k) cua mot x ly, va h mc bien thien cua bien ngoai lai (1,2,....j,h) Ket qua o lng Xij cua cac n v th nghiem cho phep ta so sanh s khac nhau neu co ve hieu ng cua x ly cac mc o khac nhau. Ket qua o lng cung cho phep ta nhan dien xem co s khac nhau cac mc bien thien khac nhau cua bien ngoai lai khong. Mo hnh nay c bieu dien nh sau: Mc x ly Quan sat 1 : j : h

1 X11 : X1j X1h1

2 X21 X2j X2h2

....i..... Xi1 Xij Xihi

K Xk1 Xkj Xkhk

9.3 Mo hnh thc nghiem khoi vuong la tinh: - ay la thc nghiem ma nha nghien cu co the kiem soat c hai bien ngoai lai: - Cach xay dng kha phc tap - Viec thc hien co the rat ton kem. V the neu tien hanh th nghiem theo mo hnh nay, ta phai can nhac xem hieu qua at c co xng ang vi chi ph phai bo them ra khong? e tien hanh thc nghiem nay, chung ta phai co ieu kien la: So x ly phai bang vi so mc bien thien cua cac bien ngoai lai. (Bien NL 1 = Bien NL2 = so x ly) Ta co mo hnh 3 X 3 cua thc nghiem nay c bieu dien trong bang sau

ay:

Bien NL1 Bien NL2 1 2 3

1 X1 X2 X3

2 X2 X3 X1

3 X3 X1 X2

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Nh vay, e lam mat tac dung cua yeu to ngoai lai, mo hnh can tien hanh th nghiem cac bien phap vi moi oi tng (n v th) moi lan mot bien phap va thanh mot chuoi lien tuc. Nh vay co s luan phien nhieu lan x ly. ieu nay co the se lam cac yeu to ngoai lai bu tr nhau, t triet tieu lan nhau. 9.4 Mo hnh thc nghiem tha so: Thc nghiem nay cho phep nha nghien cu o lng c hieu ng cua hai hay nhieu x ly, cung nh kham pha c hieu ng ho tng cua chung.

10) La chon mo hnh thc nghiem:

Tren c s cua nhng hieu biet ay u ve cac mo hnh thiet ke thc nghiem, ma chung ta co the tien hanh la chon mo hnh thiet ke thc nghiem nao o, da vao viec anh gia mot cach ay u 3 mat chu yeu sau ay: 1. Thi gian nghien cu: Neu chung ta thiet ke mot mo hnh oi hoi mot thi gian dai e hoan tat, th rat kho thanh cong. Bi v: Do ap lc canh tranh, nen cac quyet nh ve quan tr phai c a ra nhanh chong. ieu o co ngha la neu mo hnh ma chung ta thiet ke khong ap ng c ve mat thi gian th se khong c chap nhan. 2. Chi ph nghien cu: Chung ta phai can nhac gia ket qua nghien cu va chi ph bo ra. Bi v: Neu lay mot mo hnh oi hoi chi ph cao khi s dung, th chac g a am bao la ket qua bu ap c v nhng bat li tai hai tiem an do ket qua khong chnh xac gay ra. Do o gan lien vi chi ph cua mo hnh thc nghiem, phai la o chnh xac cua ket qua mong muon at c. 3. Tnh b mat cua viec nghien cu: ay la mot yeu cau co the chi phoi quyet nh en viec la chon mo hnh thc nghiem; nham che dau trc oi thu canh tranh ve chien lc cua mnh. Tom lai: - Neu a chon mo hnh th nghiem, ta phai chon trong cac mo hnh a biet. - Chon mo hnh nao thch hp vi yeu cau cua cong viec nghien cu th chon. [\

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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CHNG 3 : XAC NH D LIEU, PHNG PHAP THU THAP THONG TIN S CAP VA TH CAP
I/ NHNG MUC TIEU CUA D LIEU:
Muc tieu cua cuoc nghien cu c xuat phat t muc tieu cua ngi ra quyet nh (khach hang - ngi s dung ket qua nghien cu). Muc tieu cua d lieu phai c xuat phat t muc tieu nghien cu no bao gom cac van e nh: + Moi loai d lieu nham phuc vu cho nhng muc tieu g? + Loai d lieu cu the g phu hp cho nhng muc tieu neu tren? + Cac loai d lieu nay c thu thap bang cach (hay phng phap) nao? Viec nh ro muc tieu t lieu thuoc nhiem vu cua nha nghien cu, nham chuyen hoa t nhng yeu cau cua ngi ra quyet nh thanh mot yeu cau cu the ve nhng loai t lieu can en. Nhng yeu cau ma d lieu can phai ap ng la am bao c 3 nguyen tac tong quat sau: + D lieu phai co gia tr: No phai lng nh c nhng van e ma cuoc nghien cu can lng nh. + D lieu phai co o tin cay cao: Ngha la, neu lap lai cung mot phng phap, th ket qua thu c la duy nhat. + D lieu thu c phai ton t thi gian va chi ph (vi chi ph thu thap co the chap nhan c). Ngoai ra, nha nghien cu Marketing con phai can c vao nhng muc tieu ca nhan va cach thc ra quyet nh cua cac khach hang (ngi at hang nghien cu). Neu khong, khach hang co the mat tin tng ket qua at c cua cuoc nghien cu va choi bo cac ket qua o.

II/ PHAN LOAI D LIEU: Co 2 cach phan loai d lieu:

- Theo ban chat (ac tnh) cua d lieu. - Theo chc nang cua d lieu. 1) Ban chat (ac tnh) cua d lieu: Da vao ac tnh cua d lieu, co the phan d lieu ra cac loai nh sau: 1.1 S kien: thuat ng nay bao gom nhng s lng nh hoac o lng ve nhng g that s ton tai hay a ton tai.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
S kien gom cac loai nh sau:

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Dan so (nhan khau) hoc: La d kien thng dung trong t lieu, trong tiep th, trong viec mo ta kinh te. V du: Trong cac cuoc tham do xa hoi hang nam, ngi ta biet c li tc cua 1 gia nh la bao nhieu, thanh phan gia nh nh the nao, tuoi tac cua moi ngi trong gia nh... eu c coi la s kien dan so hoc. Kien thc (s hieu biet): La nhng g ma con ngi biet en, hay co the o la nhng c vong cua con ngi. V du: Nhng van e nh kien thc cua ngi tieu dung, s y thc cua ho ve mot san pham nao o, la nhng v du cho thay mc o hieu qua cua cong tac truyen thong trong qua kh va no cung co y ngha ln khi xac nh muc tieu va qui mo cua hoat ong quang cao trong tng lai. Quan iem, chnh kien, nhan nh: ay la d kien rat co y ngha, v no anh hng en cach c x, thai o cua nhieu ngi trong viec mua, ban v.v.. D tnh: La suy ngh ve hanh ong ma dan chung co san trong au, - La thai o x s sap ti cua ho. - Mc o ma dan chung co d tnh trong ng x ve mot hoat ong tiep th nao o hay ho se thay oi y nh ve hanh ong tieu dung, o la nhng thong tin then chot trong tiep th. ong c: Viec khai thac ong c tieu dung nhieu khi khong lam c, thng la kho khan trong viec xac nh c nguyen nhan sau xa ben trong cua con ngi. V the ma cac nha tiep th chu tra gia cao e co t lieu noi ve ong c thuc ay tieu dung oi vi mon hang ho a ra.

2) Cac chc nang cua d lieu:

D lieu co 4 chc nang c ban sau: 1. Hai chc nang au tien: o la d lieu phan anh nguyen nhan va d lieu phan anh ket qua c dien ta: Y = f (X) Y: Ham theo X X: Nguyen nhan. V du: Viec cac nha nghien cu muon xem viec bieu dien thi trang (nguyen nhan) co tac ong en ngi tieu dung mua nhng loai quan ao thi trang o khong? (ket qua).

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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2. Mo ta tnh huong: Dung e mo ta mot mau hay phan tieu bieu cua dan c ma cuoc nghien cu a thc hien. 3. Nhan dang nguon thong tin: Co ngha la phai lam ro nguon thong tin.Cu the la nhng d lieu ve ten ngi a phong van, a quan sat; v tr, ni cac d lieu c thu thap.

III/ NGUON GOC D LIEU:

D lieu co nhieu nguon goc. Moi mot d an nghien cu eu phai xac nh ro cac loai d lieu ac thu cua

no.

Chung ta phai xep loai tong quat cac d lieu theo nguon. Nguon d lieu bao gom 3 loai ma cac nha tiep th thng s dung, o la:

1) Nguon d lieu cap 2 (th cap):

La nhng d lieu ngi ta a thu thap, cung cap san. o co the la nhng so lieu noi bo cua chnh ngay trong cong ty. Nguon d lieu cap hai ben ngoai Cong ty gom: Sach v, bao ch, nhng ban bao cao a c pho bien, so lieu dch vu, hoac ngan hang d lieu do cac may ien toan cung cap .v.v..

2) Nguon d lieu cap 1 (D lieu goc hay ban au - s cap):

Nguon d lieu nay do ca nhan, gia nh hay cac to chc cung cap. Ngay nay, ngay cang co nhieu nhng nhom ngi chuyen cung cap thong tin hoac la tng thi iem, hoac la lau dai.

3) V tr hay a iem d lieu c thu thap:

V tr cua nguon d lieu thong thng c chia lam 3 loai: (1) Ni sinh song cua oi tng. (2) Ni oi tng lam viec (3) Tren ng pho hay trong luc di chuyen. V du: Viec ch nh (mi ngi tham gia nghien cu) oi vi nhng oi tng (con ngi) khong nh trc, ma nha nghien cu gap nhng khu ch mua sam (Shopping Small) la mot trong nhng iem thu thap thong tin.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing IV/ THU THAP VA S DUNG CAC D LIEU TH CAP:

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ay la cac thong tin va d lieu co san, khac vi thong tin ban au la thong tin s cap, do nha nghien cu t thu thap bang cac phng phap ma chung ta se e cap cac phan sau. - S dung thong tin co san thng la tiet kiem chi ph, thi gian va cong sc. - Tuy nhien cac loai thong tin th cap nay Viet Nam hien nay con rat thieu sot va phan tan. Ngi ta thng phan chia cac thong tin nay thanh 2 loai, tuy theo suat x t ben ngoai hay trong noi bo cong ty.

1) Nguon thong tin noi bo cong ty:

Ngay nay, cac cong ty kinh doanh eu lu gi rat nhieu so lieu: Cac so lieu noi bo nay co the phan thanh hai loai chnh: + Loai th nhat: La cac tai lieu co cha ng nhng so lieu a o lng c ve mot van e g o, chang han ve doanh thu qua thi gian. Nha nghien cu co the sap xep chung lai theo mot khuon kho. Thch hp va phan tch chung theo nhieu cach. + Loai th hai: La cac tai lieu cha ng cac thong tin co the o lng c. ay la nhng thong tin khong ghi lai di dang so lng. Do o bc au tien la nha nghien cu phai gan cho chung tr so. Chang han nh cac th t khieu nai ve chat lng san pham, ve gia ca, dch vu, hoac cac bao cao cua bo phan ban hang ve viec tiep xuc vi khach hang, hay ve cac cuoc trng bay hang hoa cua oi thu canh tranh. Nh vay, nha nghien cu ch can mat cong liet ke hay ma hoa cac so lieu trong cac thong tin thuoc hai loai tren la u cho nha quan tr Marketing co c cai nhn mi me ve van e. 1.Cac loai ho s noi bo cha ng nhng d lieu a o lng c: * Cac bao cao ban hang: + c thu thap qua nhieu nam khi to chc lai va phan tch, cac bao cao nay co the cho thay c tac ong cua: . Gia ca . Chi ph quang cao . Hay cua vu mua trong nam hoac cua thi tiet .v.v...oi vi doanh thu. + Khi xem xet, can gia thiet cac yeu to khac khong oi, ta phan tch rieng tac ong cua tng nhan to oi vi so cau.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 49 -

+ Da vao ket qua qua kh, nha nghien cu co the d bao tng lai bang cach s dung cac phng phap hoi qui tuyen tnh hay phi tuyen tnh. * Cac hoa n ban hang: - Phan tch cac hoa n ban hang mot cach ky lng, co the em lai nhieu kham pha quan trong cho nha nghien cu tiep th ve nhng g ang dien ra tai mot th trng ac thu nao o. Viec phan tch chi tiet cac hoa n ban hang co the cho phep tnh c doanh so bnh quan cua tng thng vu. Khi oi chieu vi chi ph phai bo ra e thc hien mot thng vu, nha nghien cu cung co the thay rang co mot vai khach hang khong ang bo cong mi chao hoac co vai loai san pham khong ang ton kho, bi v: Chi ph se ln hn li nhuan mang lai. Ngay thang ghi tren cac hoa n cung giup cho biet mc o thng xuyen tham vieng cua nhan vien tiep th va thi gian bnh quan gia cac lan tham vieng (Gia s moi lan tham vieng eu lam cho khach hang mua hang). em oi chieu vi doanh so, ta co the thay c nhan vien tiep th co phan bo tan so tham vieng ty le vi doanh thu mong i hay khong. Phan tch hoa n con giup ta phat hien cac sai sot do tnh toan nham, hoac cac san pham ban khong chay, hay la s yeu kem cua mot so nhan vien nao o ve mat nghiep vu. Viec phan tch cung giup cho viec kiem tra lai doanh so cua mot khach hang nao o co phu hp vi n at hang do khach hang ay gi en hay khong? Ngoai ra, neu co c a ban c tru cua khach hang ghi tren hoa n, ta se phan tch them nhieu van e: . Mot a ban mi co ha hen mot th trng mi? . Co can bo sung them nhan vien ban hang? . Khi tung san pham mi vao th trng phan tch hoa n co the cho thay ve cac khach hang mua san pham mi thuoc ve loai nao, nhom nao hay a ban nao dung th san pham mi ay nhieu hn cac nhom khac hay a ban khac. * Cac bao cao ban hang cua cac c s: Nhieu cong ty yeu cau cac c s phai bao cao cac thong tin ve chi ph, hoac bao cao mieng ve cac li bnh pham, anh gia cua khach hang, cac cuoc noi chuyen phiem cac buoi trng bay san pham, hay la hoat ong cua oi thu canh tranh. anh gia ve chat lng cua cac bao cao o co the c dung nh mot thc o ve thanh qua cua nhan vien ban hang.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Cac lan chieu ai khach hang (trong tiep th cong nghiep) cung cho biet phong cach hoat ong cua nhan vien ban hang, ong thi cho biet pham vi va cac c hoi co the quan he vi khach hang. Cac bao cao cung cho biet khu vc do mot nhan vien nao o phu trach la qua rong hay qua nhieu cong viec. * Cac ho s khac: oi vi nhieu cong ty, co cac th at hang nhieu loai hang (chang han nh Xa bong hay dau goi au dung trong cac khach san, hoac khan giay tam hng lieu dung cho cac nha hang...) co the la dau hieu giup kham pha ra cac th trng mi ve dch vu. Khi cong ty muon tiep th san pham, th ho s ke toan cung giup kham pha ra cac khach hang tng lai, da vao mc thu nhap nao o thch hp e mua loai san pham lien he. 2. Cac loai ho s noi bo cha ng cac d lieu co the o lng c: Do nhieu ho s cua cong ty khong dang con so nh lung, nen can lng hoa chung e co the phan tch c cho muc tieu nghien cu: * Cac th khieu nai: - Nhieu cong ty trong qua trnh hoat ong kinh doanh, thng nhan c khong t th khieu nai hay than phien ve u loai van e. Song t co cong ty nao he thong hoa, lu tr va phan tch chung. Cac nha nghien cu ch can ma hoa chung mot cach n gian theo cac pham tru sau: + San pham hay dch vu lien quan en san pham. + Ban chat cua li khieu nai, than phien. + Nhan vien ban hang. + Ngay thang va a iem xay ra van e. + Cac ac trng cua ngi khieu nai. - Khi s dung cac so lieu nay, can lu y 2 iem: + Th nhat: Cac th khieu nai, than phien khong mang tnh ai dien cho moi khach hang gap phai van e can khieu nai vi cong ty; cac khach hang nhut nhat t hoc se khong viet th, mac du ho rat muon lam nh vay, nhom khach hang nay co khi chiem a so. + Th hai: Cac li than phien, khieu nai nhan c khong ai dien cho tat ca cac loai than phien, khieu nai co the a xay ra, nhng khong c noi len. Chung co the rat co ch v ch ra nhng van e rat quan trong cho cong ty. V du: Thng khi mot san pham that bai, khong c th trng chap nhan oi khi ch v nhng s suat nho, chang han nh: mot tui xach kho m day keo, mot may anh hay t day, hay mot loai dau goi au lam cho ngi goi co

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 51 -

cam giac thoai mai vi mui thm, nhng lai lam cho ho that vong v hay co gau.v.v... V the, mot nha nghien cu co kinh nghiem ch can mot vai li than phien la co the kham pha ra mot van e rat quan trong trong thiet ke nham hoan tat san pham, bao b hay phng thc ban hang. * Cac th bnh pham, khen ngi: Thng co mot so khach hang viet th, goi ien e khen ngi hoac bnh pham, neu len cac van e vi Cong ty. Chang han, mot t bao co the phan tch cac th oc gia gi en e biet c xu hng chung trong gii ngi oc, ho ang thch nhng g; va ho muon co them nhng g? * Cac tai lieu khac: Cac ghi chu tren lch t hay cac buoi hop, hen gap tren lch cong tac, khi c he thong hoa, se giup nha quan tr tiep th biet c thi gian lam viec cua mnh a c phan bo ra sao; bao nhieu thi gi danh cho hop hanh, danh cho viec tiep xuc khach hang, giam sat nhan vien ban hang .v.v... Phan bo nh vay a hp ly cha? 3. Cac trung tam thong tin: Nhng cong ty ln cua cac nc phat trien phan ln eu thiet lap cac trung tam thong tin e tong hp va x ly cac so lieu noi bo. Trung tam thong tin la n v lam cong tac t van ve dch vu cho cong ty. Trung tam nay xay dng cac phan mem va cac mang vi tnh c gan vi he thong may vi tnh tong cong ty e moi nhan vien lien he eu co the dung may vi tnh e truy xuat c cac so lieu noi bo t c s d lieu chung. Ve pha cac nha quan tr: Ho eu phai qua khoa huan luyen e biet la ang co cac c s d lieu nao va cach s dung chung ra sao. Viet Nam hien nay viec thiet lap cac trung tam thong tin cha pho bien, v thiet lap c nhng trung tam nay la het sc ton kem.

2) Nguon thong tin ben ngoai cong ty:

Ngi ta cung co the chia cac nguon thong tin ben ngoai cong ty thanh hai

loai:

- Loai a o lng c: La cac nguon chu yeu cua nghien cu tiep th ta co the xin hoac mua c t c quan thong ke hay cac bai bao.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
canh tranh.

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- Loai co the o lng: La cac mc gia, quang cao ... cua cac oi thu

1. Cac loai thong tin ben ngoai cong ty a o lng c: * Cac so lieu cha x ly t cac nguon thong tin th cap: ay la cac bao cao, cac nghien cu chuyen e cua cac bo nghanh, cac c quan trung ng hay a phng. cac nc phat trien, cac tai lieu nay co san tai cac th vien. Do ngan sach co han va khong u thi gian, thiet b va trnh o chuyen sau e phan tch so lieu cha x ly. V the nha nghien cu co the s dung cac thong tin nay nh la giai phap thay the tot nhat. Viet Nam trong tng lai gan, ch can 1 may vi tnh noi mang, nha nghien cu co the tiep xuc vi vo so cac nguon thong tin th cap loai nay. 2. Cac loai thong tin ben ngoai cong ty co the o lng c: ay la nhng thong tin dang nh lng, do o nha nghien cu can tm hnh thc thch hp e lng hoa chung. * Cac chi ph quang cao cua oi thu canh tranh: Van e co tam quan trong sinh t, la nha quan tr can biet ro ve cac chien lc cua oi thu va phng cach thay oi cua chien lc o qua thi gian. Co nhieu dau hieu e nhan biet ve chien lc o, chang han nh: cac quang cao tren ng pho, tren bao ch, ai phat thanh, truyen hnh .v.v... Can c vao o ma ta co the c lng chi ph va qua o ma d toan c chien lc cua oi phng. * Noi dung quang cao cua oi thu: Sau khi thu thap cac quang cao cua oi phng, ta phan tch noi dung e nhan biet cac chu e chnh, cac khac biet trong chien lc nham vao cac th trng muc tieu, va co le quan trong nhat la cac chuyen hng chien lc rat tinh te cung thi gian cua oi thu canh tranh. Muon phan tch noi dung mot cach co he thong, ta can phai a ra c cac bang chng ghi chep khach quan. Phan tch noi dung la mot ky thuat co the ap dung cho quang cao va cho cac tai lieu ben ngoai khac co the o lng c. Chang han nh cac bao cao hang nam cua oi thu, cac tuyen bo tren ai, bao, th chao hang hay th ieu tra, cac bao b .v.v... cua oi thu canh tranh. * D luan cong chung:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Cach thc cong chung nhn nhan ve cong ty, va chng trnh tiep th cua cong ty thng phan anh kha ro net qua bao ch, nhat la bao chuyen nganh. He thong hoa cac cach anh gia cua bao ch va cua gii chuyen mon ben ngoai, cong ty se co c cac ket qua nghien cu quan trong. * Tai lieu tnh bao tiep th ve oi thu: Trong nen kinh te th trng, mc o canh tranh gay gat. V the cong ty can thu thap co he thong cac thong tin ve oi phng. Thong thng cac thong tin nay gom: + Cac tuyen bo tren bao ch + Cac bai dien van cua cac cap quan tr cua Cong ty oi thu. + Cac bai bao do cac nhan vat trong Cong ty ang tren cac bao pho thong va chuyen nganh. + Bat c tai lieu thong bao noi bo nao cua Cong ty oi phng co the co c ma khong pham luat. + Cac bang phat minh cua oi phng ang xin cap + Cac thay oi nhan s cao cap cua Cong ty oi phng v.v... Tom lai: Du nguon thong tin t au, ben ngoai hoac ben trong noi bo Cong ty, van e quan trong la phai eu an thu thap d lieu, he thong hoa va lu tr chung thng xuyen, sau khi a tom lc van tat noi dung va ma hoa chung e tra cu. Ngay ca 1 dau hieu nho cho biet oi phng ang thay oi chien lc cung rat quan trong v no giup nha quan tr nang cao canh giac va e ra sach lc oi pho kp thi.

V/ LA CHON PHNG PHAP THU THAP THONG TIN S CAP:

Khi co so lieu ban au (nguyen thuy - s cap) e giai quyet mot van e Marketing cac yeu cau quan trong hang au cua no la: - Tnh thch ang - Tnh kp thi - Va chi ph co the chap nhan c. e co c so lieu, ta phai ap dung cac phng phap thu thap thong tin, ma chung ta se lan lt e cap en trong phan nay. Tuy nhien, chung ta can phai nh rang, phng phap nao cung co mat han che, ben canh cac u iem, v the ta can phai chon la phng phap thch hp cho tng van e cu the trong viec thu thap thong tin.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 54 -

Ben canh o, ta phai xem xet rat ky cac nguon goc gay ra sai lech cho ket qua. o co the la sai so do thiet ke bang cau hoi kem, sai so do viec chon mau va sai so do ngi phong van hay van vien gay nen. Ngoai ra con co sai so do ngi tra li. Sai so nay co the giam thieu bang viec chuan b ky lng cho bang cau hoi hay cho qua trnh quan sat. Noi chung, cac phng phap chu yeu e thu thap thong tin s cap (nguyen thuy) la: - ieu tra (bang th tn, bang phong van ca nhan, bang ien thoai). - S dung cac nhom co nh - Cac nghien cu a dung - Cac nhom ien hnh (chuyen e) - Nghien cu bang phng phap quan sat - Cuoi cung la ket hp cac phng tien truyen thong . Sau ay chung ta se i vao tng phng phap cu the.

1) ieu tra bang th tn:

Ta gi mot bang cau hoi cho ngi c xem la ap vien tng lai, neu moi viec troi chay, ho se tra li va gi tra lai cho ta. Tuy nhien, moi viec khong phai luc nao cung suong se nh vay. Tuy vao muc tieu cua cuoc nghien cu ma quyet nh co nen s dung phng phap nay hay khong, v phng phap nay khong phai bao gi cung hoan hao, ben canh nhng mat manh, no cung boc lo nhng iem yeu. 1.1 u iem: - ieu tra bang th tn co the e cap en rat nhieu van e khac nhau. Do khong gap mat ap vien, nen co the hoi ca nhng van e rieng t, ma neu oi mat se rat kho hoi. V du: . Co the hoi gii n ve nhng van e rieng t cua ho ve cuoc song, tuoi tac va quan he. . Hay hoi nam gii ve van e thu nhap, vui chi giai tr,... neu ta bao am tnh cach vo danh cho ngi tra li. -Bang cau hoi co the thiet ke rat dai, neu van e at ra lam cho ap vien hng thu. V du: Phu n co the bo ra ca gi ong ho e tra li rat chi tiet cac cau hoi ve my pham, thi trang hay nhng ngoi sao ien anh ma ho a thch. - Thuan li cho ngi tra li, v ho co the tra li vao thi gian nao ma ho ranh roi; ho con co thi gian e suy ngh ky ve cau tra li. Ngoai ra ta con co the gi kem theo cac mau san pham minh hoa e ho tr them cho cac cau hoi khao sat.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 55 -

- Chi ph moi th tra li co the re, vi ieu kien nha nghien cu tiep th phai la chuyen gia biet cach at c ty le tra li cao trong tong so th gi i. - Cac cuoc khao sat bang th co the vn ti cac ho gia nh va Cong ty bat ky ni au. - Mot trong u iem chnh cua viec khao sat bang th la chi ph thap nhat trong cac phng phap khao sat va de thc hien. Do o oi vi nha kinh doanh hay quan ly doanh nghiep nho, viec khao sat bang th rat hap dan. - Khong b van vien lam cho sai lech ket qua, (v khong s dung en van vien). V du: Neu van vien la ngi qua ep, hay qua tho lo cung co kha nang lam anh hng en ngi tra li. 1.2 Nhc iem: Du co c thc hien that hoan hao i chang na, ieu tra bang th tn van co nhng nhc iem sau ay: - Khung e chon mau (hay danh sach nhng ngi ma ta se gi th phong van) mang tnh co nh, thieu linh ong, khac vi nhieu phng phap ieu tra khac. ay gia tr cua viec chon mau tuy thuoc rat nhieu vao van e la danh sach ma ta gi th c hoan chnh en mc nao. - Trong ieu tra bang chi ph, t co khung mau nao mang tnh ay u va c cap nhat kp thi. - Ty le tra li thap, oi luc ch la 10% tr phi co kinh nghiem khi dung phng phap nay. . Do t le tra li thap, nhng ngi tra li se khong nhat thiet ai dien cho ngi khong chu tra li. V the, ket qua tong the thu c se cho ta hnh anh sai lech. . Ngoai ra, ta cung can chu y en van e van con mot ty le ngi khong biet ch, do o khong the tra li phong van bang th. - o dai cua bang cau hoi b gii han, bi v noi chung cac bang cau hoi eu mang noi dung t gay hng thu cho ngi tra li, do o cau hoi ngan gon, (tr trng hp ngoai le la bang cau hoi co noi dung hng thu, th mi co the thiet ke dai). - Khong kiem soat c ap vien, nhng cau tra li cua ho la co suy ngh hay tra li ba? Ta cung khong co c hoi e giai thch ve cau hoi cho ho, hoac hoi lai cho ro y ngha cua cau tra li. - Co the ngi tra li khong phai la oi tng ma ta muon hoi, do o thong tin thu c se sai lac. 1.3 Ap dung phng phap phong van bang th: Sau khi a hieu ro u, nhc iem, ta co the ap dung phng phap phong van nay trong nhieu trng hp:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Thng no c s dung e thu thap thong tin t nhng ngi ma ta kho long oi mat. Chang han nhng ngi qua xa xoi, phan tan, hoac nhng nha kinh doanh (muon gap phai qua bao ve, th ky....), hay nhng ngi song trong khu danh rieng kho vao. Co the dung trong nhng van e kho hoi, rieng t hay te nh. V du: Nh ke hoach hoa gia nh, thu nhap rieng, chi tieu, au t ca nhan... c s dung khi oi tng cc ky thch thu vi mot van e nao o. V du: Phu n vi my pham, thi trang, cac nha quan tr vi cac van e cua quan tr, hay cac nha chuyen mon trong mot lnh vc nao o. 1.4 Cai tien hieu qua cua phong van bang th: Trc nam 1970, My khi phong van bang th ma nhan c th tra li tren 15% la mot thanh cong ln. Sau nam 1970, ngi ta a cai tien phng phap ieu tra nay, hieu qua thu c a gia tang ro ret, nh vao cac bien phap sau: Thong bao trc cho ngi c phong van: - Thong bao trc khi gi bang cau hoi khoang chng 5 ngay tr lai. - Thong bao can n gian, nh di dang mot bu anh, co ghi ay u ho, ten, ngi nhan. (tranh nghi chung chung). - Trng hp oi tng thuoc gii kinh doanh hay nhan s, hoac neu can giai thch trc muc ch yeu cau, hay can bao trc e ho xin cap tren cho phep tra li nhng cau hoi ve so lieu kinh doanh, th nen dung hnh thc thong bao la mot bc th. - Khi bang cau hoi kha dai, hoac van e cha chac gay c hng thu cho ngi tra li th can phai ien thoai bao trc.

Chan b ky phong b:
- Phong b can trang trong, bang giay tot, co in ten ni gi va ho ten, a ch ngi nhan. - Neu c, nen dung loai tem ky niem mot danh nhan hay hoat ong nao o e gay s chu y ni mot so ngi nhan. - Neu a co th hay ien bao trc cho oi tng la ap vien, nen in am dong d lieu (hoac ong bang mc o): ay la cuoc ieu tra chung toi a thong bao vi quy v. Chuan b ky bc th: - Bc th phai kch thch c ngi nhan th tra li bang cau hoi va gi tr lai. V vay, ta can phai chu y cham soc ban than bc th. - Th phai in bang ch anh may tren giay tot, ngan va trang trong. - Th phai mang mau sac ca nhan, chang han, cai ho ten ngi nhan vao noi dung th, tranh cho ho cam tng la ta in th nay hang loat gi cho bat ky ai.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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- Th nen bat au bang cach keu goi s giup , hay neu len tam quan trong cua van e e thuyet phuc ho tra li (song tranh neu ten cong ty chu quan cua cong trnh nghien cu, v co the se gay tac dung ngc). - Trong th can e cap van tat en muc tieu nghien cu, e cao tam quan trong cua oi tng c hoi, la nen ha hen li ch neu ho tham gia (chang han se gi cho ho bang tom tat ket qua). - Cuoi cung trong th, ta nhac en tnh chat n gian cua bang cau hoi va thi gian ngan ngui dung e tra li. Kch thch vat chat: oi khi, can e xuat mot mon qua nho cho ngi tham d, mon qua nay thng c kem theo bao th. Mac du gia tr mon qua khong cao, nhng hieu qua tam ly ma no mang lai kha cao. Hnh thc bang cau hoi: Ve nghe thuat xay dng bang cau hoi hay van e noi dung cua no, se c chung ta e cap en chng V. ay, chung ta ch noi ve cach thc trnh bay cac cau hoi. - Bang cau hoi nen co hnh thc ben ngoai n gian, hap dan. - Kho giay cang be, ty le tra li cang cao, mien la ta ng dung ch qua nho, hay khong cha le. - Giay in bang cau hoi phai la giay tot. - Neu in bang may vi tnh, can tan dung c va phong ch sao cho bang cau hoi trong hap dan va de tra li. - Chu y in tha hang - Cha u trong e tra li cac cau hoi m. Chuan b phong b co dan tem th tra li: Phong b nay cung cung chat lng vi phong b gi i, tem th c dan san, kem a ch ni nhan c in san, e ap vien s dung. Theo doi: - Sau khi gi bang cau hoi t 3-5 ngay, ta co the dung mot bu thiep gi en tat ca cac oi tng e nhac nh: Song o khong phai la bien phap theo doi thc s. - Ta nen dung mot bc th mi keu goi s tra li, kem theo mot bang cau hoi va mot phong b co dan tem th tra li. - Th nay c gi sau 3-4 tuan khi ta gi bang cau hoi lan th nhat, e d phong khi oi tng i cong tac hay ngh phep .v.v.. - Tuy nhien, ta can lu y la phai co bien phap ma hoa e phan biet th tra li ngay lan au vi th tra li cua lan sau, nham tranh s trung lap va co c s e so sanh hai loai ap vien.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
2) Phong van ca nhan:

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Trong phong van ca nhan van vien va ap vien gap mat nhau trc tiep. Phng phap nay ngay cang tr nen la mot phng tien thuan li nhat la c s dung rong rai e thu thap thong tin doi dao. 2.1 Vai tro cua phong van vien: - Trong phong van ca nhan, van vien hay ngi thc hien phong van ong vai tro chu chot trong viec gap va hoi oi tng. - Van vien ( thng la n) la nhan to noi bat tao nen gia tr cua so lieu thu thap c. - Ky nang at cau hoi mot cach kheo leo cung nh s tinh te trong viec neu ra cac cau hoi nham theo doi va kiem tra, lai co anh hng ln ti mc o chnh xac cua so lieu thu thap c. - Van vien khong c e cho quan iem hay thien kien cua mnh anh hng en cau tra li cua ap vien. S khong trung thc cua van vien se lam sai lech ket qua rat nhieu. * Yeu cau oi vi van vien: + Van vien phai la ngi quen giao tiep vi ngi khac. + Giong noi, ng ieu va phong thai cua van vien phai phu hp vi nhom ngi se c phong van. + Van vien phai la ngi lanh li, va ang tin cay... * Huan luyen c ban oi vi van vien: + Chng trnh huan luyen ly tng la chng trnh phu hp vi tng loai van vien. + Sau khi tuyen chon, cac van vien c tham d khoa huan luyen nghiep vu. Noi dung huan luyen thng gom: + Thao luan ve vai tro va ban chat cua nghien cu tiep th + ieu tra la g? tien hanh ra sao? + Vai tro va tam quan trong cua van vien. + Co nhng buoi thao luan ve cach thc la chon cac oi tng se c phong van, tiep xuc ban au va tao s cong tac nh the nao? 2.2 u iem cua phong van ca nhan: - Qua trnh phong van de thc hien va thc hien nhanh - De kiem tra, v tap trung va gan n v ch ao nghien cu. - Mau a dang: V gom nhieu ngi cac a ban khac nhau, co the sang loc e chon ung oi tng can hoi; Chang han e hoi ve san pham mi, d bao ve doanh so mot san pham nao o v.v.. - Phong van ca nhan la mot trong nhng cach hieu qua nhat e hieu c sau xa cac thai o hay y kien.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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- Thu tuc phong van de tieu chuan hoa, va co s theo doi kha chat che, do o de at hieu qua cao... - S dung c cac phng tien minh hoa, chang han cac quang cao hay minh hoa ve san pham trong qua trnh phong van. 3.3 Cac mat han che. Phong van ca nhan c thc hien tai nha, tai cac trung tam thng mai, hay tai cac doanh nghiep eu gap phai nhng van e khac nhau tuy thuoc a iem phong van. - ay la phng phap at tien va ton thi gian; - Ngi phong van phai i lai nhieu e tiep xuc vi cac oi tng trong mau. - Mau trong nghien cu nay khong phai la mau xac suat. Thong thng o la mau c chon theo nh ngach, (quota). Tc la van vien nhan ch th phai phong van cho u mot ty le bao nhieu o ve mat nhan khau hoc; Chang han ve gii tnh hoac tuoi tac; ve mc o giau, ngheo... - Thi gian han hep: Thng trong phong van tai cac trung tam thng mai, moi ngi ti o la e mua sam, t xem chi, v the ho t co thi gian e tra li, va cho du ho co thch thu tra li th van vien van mang tam ly voi vang, nen se ay nhanh toc o hoi, khien kho long at c chat lng cao cua cuoc phong van. - Chi ph cao khi phong van ca nhan tai nha hay tai doanh nghiep. Chi ph kho tnh tren mot cuoc phong van ca nhan la cao hay thap so vi bat c phng phap ieu tra nao. Ly do la v co nhieu thi gi chet, ch dung e van vien di chuyen t ni nay ti ni khac; ma ta van phai tra thu lao. Them vao o, ty le t choi tra li cung cao; Trng hp, neu oi tng la cac doanh nhan th thi gian ch gap c ho e phong van cung se rat dai, neu khong hen trc. Ngoai ra con 1 khoan ph ton cho nhng ngi tra li do thi gian ho bo ra va nhng bat tien ma ho phai chu. 3.4 Cac trng hp ap dung. - Noi chung, ta chon phng phap phong van ca nhan e thu thap so lieu khi can trnh bay cac minh hoa ( cac mau quang cao, mau ma san pham, bao b...) - Phong van tai cac trung tam thng mai c dung cho cac nghien cu can cac cau hoi em lai cac cau tra li ngan gon. Tom lai: Cac cong viec cua cuoc phong van ca nhan co the khai quat gom 5 loai nh sau: Thc hien mot chng trnh mau tren mot vung c xac nh va gap g nhng ngi c la chon. Phan phat nhng ban cau hoi phu hp vi ban hng dan. Ghi chep nhng phan ng mot cach chnh xac theo nhng phng thc a c hng dan. Chuyen thong tin thu c ve trung tam xem xet va x ly d lieu trong thi gian qui nh.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Hoan thanh cong tac nghien cu thc a tai hien trng theo kinh ph a cap. Bon nhiem vu au, hoan toan do ngi phong van thc hien. Nhiem vu th 5 can ngi khac cong tac vi ngi phong van.

3) Phong van bang ien thoai:

Vi phng tien truyen thong nay, ngi phong van va oi tng ch tiep xuc qua giong noi. Cong viec ieu tra hay phong van c tien hanh bang cach bo tr mot nhom van vien chuyen nghiep lam viec tap trung tai mot ni co tong ai nhieu may ien thoai, cung vi bo phan nghe song hanh e de kiem tra van vien. cac nc tien tien, hau nh tat ca cac cuoc phong van bang ien thoai eu c kiem soat bang may vi tnh, so lieu c nhap ngay vao may. Trong nghien cu ve ngi tieu dung, khi quay so ma nhan c tra li, ngi phong van phai kiem tra lai e chac ay la nha rieng, roi xin gap ung oi tng hoi u ieu kien trong mau. Sau o mi bat au cuoc phong van, da vao mot bang cau hoi soan san. Noi chung ngi phong van phai thc hien 4 cong viec sau: + Goi so ien thoai c liet ke trong chng trnh lay mau. Tm gap ung ngi (oi tng) a c xac nh trong chng trnh o. + Khi gap c oi tng, truyen at bang cau hoi kem vi ban hng dan. + Chuyen bang cau hoi a c tra li hoan tat cho ngi co trach nhiem x ly d lieu. 3.1 Vai tro cua ngi phong van vien ien thoai. Giong nh bat c cuoc gap g tay oi nao, vai tro cua van vien trong phong van bang ien thoai cc ky quan trong. Hau nh tat ca nhng yeu cau can co cua ngi phong van a neu phan trc eu ap dung cho van vien ien thoai, ch tr yeu cau ve dien mao be ngoai. Thay vao o la yeu cau ve tnh cach va giong noi than thien. Khac vi cac van vien khac, van vien ien thoai hau nh b cap tren kiem soat chat che (bang may nghe song song). Nhn chung phng phap phong van bang ien thoai khong khac la bao so vi phng phap phong van trc tiep.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Ngi phong van phai c chuan b ky e buoi phong van dien tien tot, v qua ien thoai, ngi phong van de b mat oi tng hn nhieu so vi khi oi tng hien dien trong phong van trc tiep ca nhan. 3.2 u iem cua ieu tra bang ien thoai: - Tnh thuc bach phai tra li ien thoai: Ngay khi nghe ien thoai reo, co s thoi thuc phai tra li, du ang ban ron cong viec khac, do o ngi phong van de thiet lap quan he vi oi tng. - Kiem soat c van vien trong toan bo qua trnh goi ien va phong van, do o nang cao c chat lng phong van. - De chon mau: Tat ca cac x nghiep, cong ty eu co ien thoai. Do vay, mot cong trnh nghien cu tiep th cong nghiep (ban hang cho cong ty, x nghiep) rat de co c s e chon mau. Cac chuyen gia nghien cu co the chon va phong van cac mau ngi tra li, phan tan ve khu vc a ly. - Ty le tra li kha cao, co khi en 80% cac oi tng c goi tham gia vao cuoc phong van. Vi ieu kien la phai goi lai lan th 2 hoac th 3 neu lan au khong gap. ong thi gi goi phai thch hp cho oi tng hn la gi a goi lan au. - Nhanh chong va chi ph phong van thap: ay la mot trong nhng iem hap dan chnh cua phong van theo kieu nay. Do ngoi tai cho, ma khong phai di chuyen e tm gap oi tng, nen viec phong van c thc hien rat nhanh, do o chi ph cho moi cuoc phong van la rat thap. - Co the cai tien bang cau hoi: Chang han, sau hai ngay phong van, ta co the cai tien e bang cau hoi hoan thien hn; ng nhien ta phai chuan b ky va huan luyen van vien that can than e lam c viec nay. 3.3 Cac mat han che: - Co the b sai lech do mau nghien cu: V danh sach trong danh ba ien thoai thng la khong ay u va khong cap nhat c kp thi (v qua mot nam mi in lai, nen lech phan nao). Ngoai ra kho co c mot mau mang tnh ai dien cho ca nhng ngi ma khi goi lai 2-3 lan van khong gap c. - Mat tieu cc cua viec tra li ien thoai: La khi co qua nhieu cuoc phong van bang ien thoai lai ri ung vao cac gi an, chuyen tro, xem ti vi...nen gia chu thng khong muon tra li. e khac phuc, ta can lu y van e thi gian goi ien cho thch hp. - Thi gian phong van b han che: Thng khong the keo dai qua 15 phut, v luc nay nhng ngi tra li bat au cam thay mnh b lam mat thi gian. - Khong the trnh bay cac minh hoa ( nh cac mau quang cao, mau ma san pham, cac tai lieu trng bay .v.v...) 3.4 Cac trng hp ap dung: Moi ngi eu cong nhan rang: ieu tra bang ien thoai rat co ch. Co mot so tnh huong khi ap dung phng phap nay se mang lai nhng li ch ac biet.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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- Cac nhu cau chon mau ac biet: Neu cong trnh nghien cu oi hoi phai co mot mau nghien cu phan bo rat rong tren cac vung a ly, th dung phng phap ieu tra bang ien thoai la tien li nhat. ( Viet nam, chu yeu la trong nghien cu tiep th cong nghiep). Vi mot mau gan 800 oi tng la cac cong ty, x nghiep chang han, chi ph goi ien rat re so vi ieu tra bang th tn. - Cac nghien cu e theo doi: Thong thng ieu tra bang ien thoai co the c s dung nh mot phng phap theo doi rat hu hieu gan lien vi mot phng phap c ban khac e thu thap so lieu. 3.5 Cac bien phap gia tang hieu qua cua phong van bang ien thoai: Cac cong ty nghien cu tiep th a thc hien cac bien phap gia tang hieu qua cua phong van bang ien thoai nh sau: - May t ong hoi tieng ngi: Theo mot chng trnh vi tnh may se hoi bang tieng ngi cac cau hoi nh san. Neu ap vien tra li trong pham vi o, hoac hoi lai, may se chuyen ngay cho ngi co trach nhiem giai quyet. Cac cau tra li c ghi ngay vao c s d lieu cua may. - X ly cau hoi m: Cau hoi m la cau hoi e ap vien tra li theo y thch, thng dung e tm hieu nguyen nhan mot phan ng hay tac phong cua ngi tieu dung. Cac cau tra li c ghi vao tap tin cua mot may tnh. Sau o, cac nha nghien cu mi nghe lai va phan loai cac cau tra li theo mot khuon kho nao o, giong het nh ta x ly cac cau hoi m trong tnh huong thong thng. Ch co 1 ieu khac ay la ngi ta con co the phan tch ng ieu va cng o am thanh e o lng mc o cam nhan cua oi tng.

4) Phng phap quan sat:

Quan sat la phng phap ghi lai, co kiem soat cac bien co hay cac hanh vi cua con ngi. Phng phap nay co the thc hien do ca nhan hay do cong cu c kh. ay khong phai la mot phng phap ieu tra, v ta khong co cac cau hoi va cau tra li nh mot thong le. Tuy vay, muon phng phap nay at ket qua chnh xac, cung can phai co mot mau nghien cu thch ang. phng phap nay, ngi quan sat c huan luyen ky lng e thu thap hanh ong, hay s kien cho viec phan tch sau nay. Co hai cach khac nhau e tien hanh viec quan sat: - Quan sat, nghien cu nhng tai lieu co san hoac co nh ve ban chat trong mot khoang thi gian (khong co tnh hanh vi). - Mot kha nang khac cua ngi quan sat la phai nhan thc va ghi lai thai o cua oi tng. Nh ghi lai cac quan sat ve gii tnh, tuoi tac, mc o kinh te xa hoi bieu hien ra ben ngoai cua oi tng.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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+ Kiem ke hang hoa cung la mot phng phap quan sat nham o lng khoi lng van ong cua hang hoa, xep theo chung loai va mat hang, thong qua cac ca hang ban le. + Ngi quan sat co the tham nhap vao mot vai ho gia nh, hoac cac a iem mua sam, roi a ra cac ket luan khai quat hoa ve phong cach hay loi song lien he vi 1 san pham ac thu nao o. V du: Cong ty Toyota kn ao quan sat ngi mua xe khi ho xem xet xe trong phong trng bay. Cac quan sat nham ghi lai cach an mac cua khach hang, ho t tin hay rut re, ho hoi nhng cau g v.v.. + Co quan sat con i sau vao sinh hoat gia nh, ban be, tham ch con ghi bang Video cac buoi sinh hoat, thao luan ve nhng van e kinh te - chnh tr xa hoi ma moi ngi quan tam. Nhng thao tac quan sat co the can phai c tieu chuan hoa e kiem soat nhng ngi lam nhiem vu. Quy trnh quan sat co lien quan en viec tra li cac cau hoi: Ai? Cai g? Khi nao? au? va bang cach nao e quan sat mot vat hay mot ngi. + Ai la ngi b quan sat: Ngi quan sat phai xac nh c oi tng quan sat theo nhng ac iem nh trc nh: Mot ngi nao o mua san pham; mot ngi th than trong ca hang sach; hoac mot ngi i vao ca hieu? o la an ong? Phu n? Cap tnh nhan? + Cai g b quan sat: Nhng chi tiet c ban e quan sat phai c xac nh e quan sat vien biet phai ghi chep nhng g. Nh: Loai nhan hieu g c mua? Loai nhan hieu nao can c quan tam? co phai loai bao b nay can phai xem xet ky hay khong? Mac du nhng chi tiet quan sat c vach ra trc cho qua trnh quan sat, ngi quan sat vien van thng kho quyet nh phai ghi chep nhng g. V du: Mot cau noi cua mot nhan vien ban hang co the phan anh nhieu y tng khac nhau nh: Nhng u iem cua san pham cua ho, nhng khuyet iem cua san pham cung loai cua oi thu.v.v.. Moi y tng nh vay co phai la mot chi tiet quan sat rieng biet hay khong? Va co can phai ghi chep lai nh the hay khong? + Khi nao viec quan sat c tien hanh: Neu thi gian la 1 yeu to quan trong trong viec nghien cu, quan sat vien phai c biet khi nao can quan sat. V du: Ho co the c ch nh quan sat vao 1 ngay hay trong 1 tuan ac biet nao o. Hoac c hng dan quan sat trong 1 khoang thi gian ac biet, hay thi gian nao trong ngay?

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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+ Viec quan sat c tien hanh au: Quan sat vien phai c cho biet quan sat au. Viec quan sat thc a thng c thc hien trong boi canh t nhien, nhng quan sat loai cua hang nao? V tr au? + Viec quan sat tien hanh bang cach nao? Quan sat vien phai c hng dan cach hanh ong e quan sat oi tng. Ngha la, co nen e cho oi tng biet s hien dien cua quan sat vien hay khong? Tat nhien, oi khi oi hoi quan sat vien phai giau mat. Quan sat vien trong khi quan sat thng phai ghi chep nhng thai o dien ra nhanh chong cua oi tng trong am ong, hoac ni co nhieu ngi can c quan sat. e de dang, quan sat vien can co nhng bieu mau giup ghi nhanh nhng thong tin quan trong, cung vi nhng ch dan cach ien vao bieu mau bao cao viec quan sat.

5) Phng phap ieu tra theo loi t quan hoan toan:

ieu tra theo loi t quan hoan toan la e cho oi tng hoan toan t kiem soat viec ieu tra. Cac bang cau hoi c e mot ni thuan tien e cho nhng ngi co the la oi tng nhat lay, ien vao cau tra li roi bo tr lai vao thung th, hay gi theo ng bu ien. ieu quan trong va khac biet ay so vi cac phng phap ieu tra khac la ap vien hoan toan t nguyen t chon lay mnh lam ap vien, cung nh bang cau hoi cung hoan toan do ap vien t ien lay. - u iem: Phng phap nay co c mau rong rai, chi ph thap. - Nhc iem: Do thieu kiem soat hoan toan, nen no t c s dung ben ngoai lnh vc giao te vi cong chung.

6) Phng phap ieu tra bang cac nhom co nh:

Mot nhom co nh la mot nhom lien tuc, gom mot so oi tng khong oi, nh ky tra li cac bang cau hoi. Nhom co nh co the bao gom cac ca nhan, cac ho gia nh, hoac cac doanh nghiep. ay la mot phng phap kha pho bien, tuy theo muc tieu phong van ma ta co the duy tr nhom co nh trong 1 tuan, mot nam hay nhieu nam.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Nhom co nh c thanh lap e phong van bang ien thoai, bang th tn hay phong van ca nhan, tuy tng trng hp. Mot so cong ty nghien cu chuyen nghiep dung phng phap nay nham thu thap so lieu lien tuc t thang nay qua thang khac, e ban lai cho nhng n v can s dung. Ngi mua so lieu co the neu ra cac yeu cau cu the cua mnh e cong ty cung cap. Moi ngi trong nhom co nh nay co the c giao cho 1 cuon nhat ky e ghi chep cac muc lien he (nh: Chi tieu, thu thap, giai tr .v.v..) neu oi tng la cac ca hang, sieu th, cac Trung tam thng mai, hay cac nha hang, khach san, th co the theo doi chi tiet: So lng hang hoa ban ra, chung loai, gia ca, so lng khach.v.v.. Nhieu cong ty nghien cu Marketing co san cac nhom co nh nh the e cho cac cong ty hay nhom nghien cu khac thue lai. Cac cong ty hay nhom nghien cu nay t xay dng bang cau hoi theo yeu cau rieng biet cua mnh, roi lay nhom co nh co san lam oi tng e hoi. 6.1 Cac loai hnh nhom co nh chu yeu: Ngi ta chia nhom co nh thanh hai nhom chnh: - Nhom dung e ieu tra tong hp: Nham xem xet cac cach thc chu yeu e ap dung nghien cu tiep th vao hoat ong tiep th. V du: Co nhom co nh c dung e nghien cu ve s van ong hay di chuyen cua cac loai hang hoa ben trong sieu th hay cac trung tam thng mai ln. - Nhom dung e nghien cu ve ngi tieu dung: Nhieu cong ty nghien cuu tiep th thanh lap cac nhom co nh gom hang tram ngan oi tng, bao gom u moi thanh phan khach hang c tru tren khap cac a ban. Ho dung phng phap phong van bang th hoac ien thoai, hay phoi hp ca 2 phng phap. Nhom cang ln th thong tin thu thap c t nhom cang a dang. 6.2 u iem cua cac nhom co nh: Nhom co nh co nhieu u iem ln, trong o co mot so u iem ch duy nhat mot mnh no co c: - Giup tien hanh phan tch lau dai: V nhom gom mot so ca nhan co nh qua thi gian, nen ta co the theo doi cac phan ng hoac tac phong cua cung mot ngi, mot ho gia nh hay mot doanh nghiep qua mot khoang thi gian dai. ieu nay giup ta o lng c tac ong cua mot so nhan to (nh: quang cao, mau ma mi, viec ha gia ...) oi vi viec mua sam hang hoa cua ngi tieu dung. Chi ph re hn: + ieu tra bang nhom co nh bao gi cung re hn mot loat cac cuoc ieu tra song song nhng s dung moi lan mot mau nghien cu khac nhau.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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+ Ta ch ton chi ph cho viec chon mau 1 lan (du mau la ho gia nh hay ca hang, va khi thc hien tot th lai tao c s cong tac lien tuc cua cac oi tng ieu tra. Tuy nhien, van ton khoan chi ph e thay the mot oi tng khong con trong mau na (do: Benh tat, chet, di chuyen qua vung khac, hay pha san.v.v..) 6.3 Cac mat han che cua nhom co nh: - Cau tao mau nghien cu: + ay la nhc iem ln nhat cua phng phap ieu tra bang nhom co nh. + Du ta co chon mau can trong en may, cung khong chac moi oi tng eu se san long tham d nhom. Du het sc van ong, kinh nghiem cho thay ty le tham gia ch at di 50%. - Bien ong trong nhom: + oi vi nhom co nh gom nhng ngi tieu dung, moi nam co ty le mat mat len ti 20%. + Mot so ngi do het hng thu tham gia nen rut lui (neu la doanh nghiep: t xay ra). + Mot so doanh nghiep ngng hoat ong, b pha san, hoac chuyen hoat ong kinh doanh sang nganh khac. - Trong thi gian au, thanh vien cua nhom y thc rat ro ve muc tieu nghien cu: Neu ta c lien tuc nghien cu ve cung mot so yeu to (v du: mua hang hoa nhan hieu g?) ieu nay se anh hng en tac phong cua ho, do o lam lech ket qua nghien cu.

7) Thao luan nhom:

La mot ky thuat thu thap thong tin pho bien nhat trong nghien cu ve chat. Viec thu thap thong tin c thc hien thong qua hnh thc thao luan gia cac oi tng nghien cu vi nhau, di s hng dan cua nha nghien cu (Moderator).

8) Ket hp cac phng tien truyen thong:

Viec nghien cu Marketing khong phai ch dng lai viec s dung mot loai phng tien truyen thong rieng le, ma con co kha nang phoi ket hp mot so loai phn tien truyen thong vi nhau, co nh vay mi at c hieu qua cao nhat trong nghien cu. V du: Nh phoi hp gia quan sat va th tn; gia ien thoai va th tn. Gia ien thoai va phong van.v.v..

VI/ SO SANH AC TNH CUA THONG TIN S CAP VA TH CAP

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
ac tnh 1. Phu hp vi muc tieu nghien cu 2. o tin cay 3. Tnh cap nhat 4. Tnh kinh te 5. Toc o thu thap S cap + + + -

- 67 Th cap + +

Qua bang so sanh tren, nha nghien cu tuy vao muc ch cua cuoc nghien cu ma la chon thong tin nao cho phu hp. [\

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 68 -

CHNG 4: NHNG KHAI NIEM C BAN VE O LNG VA LAP THANG IEM ANH GIA.
I/ Y NGHA CUA O LNG:
Quy trnh o lng cac hien tng Marketing la kha canh can ban cua nghien cu Marketing. Xuat phat t quan iem ra quyet nh Marketing, quan tr vien quan tam en viec o lng nhng kha canh khac nhau cua he thong Marketing. Mat khac, viec o lng cac hien tng Marketing la ieu kien can ban nham cung cap thong tin co y ngha cho cac quyet nh Marketing. Muc tieu cua viec o lng la thay oi cac ac tnh cua s vat thanh nhng hnh thai e nha nghien cu co the phan tch c. . Khai niem s vat ay c hieu la: Mot o vat nhn thay va s mo c, tc la mot vat chiem cho trong khong gian nh: con ngi, ban ghe, xe hi.v.v.. . Ngoai ra, khai niem ve ac tnh la e ch tnh chat co lien quan ti oi tng, hoac giup ta xac nh c mot o vat. V du: Nh ac tnh cua mot ca nhan nao o, co the la trong lng, chieu cao, mau toc, mau mat, c chan i giay.v.v.. . o vat con bao gom nhng th khong nhn thay, s thay c nh: thai o, a v, kha nang lanh ao v.v... Nh vay, nhng dang ac tnh cua mot ca nhan va nhng hien tng khac, eu la nhng moi quan tam cua nha nghien cu tiep th va can c o lng, anh gia. - Cach thc o lng hien tng, s vat Marketing phai c mo ta ro

rang.

- Trong nghien cu Marketing, quy trnh o lng oi hoi phai s dung d kien ve mat lng e trnh bay hien tng Marketing sau khi ieu tra, lan xac nh y ngha cua hien tng o. Bi v: Neu ch biet so lng thoi th that la vo ngha, bi le hieu biet ve s vat se s sai va khong ay u, neu nh s vat khong c mo ta ca ve so lng lan ac tnh cua no.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing II/ O LNG TRONG NGHIEN CU MARKETING:

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Trong nghien cu Marketing, o lng la cach thc s dung cac con so e trnh bay cac hien tng Marketing ma nha nghien cu can ieu tra. - e o lng cac hien tng tren, ngi ta dung cac loai thang o. - o lng ay co ngha la chung ta muon ch nh nhng con so sao cho nhng con so o tng ng nhat vi nhng ac tnh cua s vat ma chung ta muon o. - Co nhieu loai thang o khac nhau trong nghien cu Marketing. Nhng co 4 loai thang o c s dung trong nghien cu Marketing o la: . Thang o danh xng (bieu danh) . Th t . Quang ( khoang cach) . Ty le Sau ay, Chung ta se lan lt xem xet tng loai thang o mot:

1) Thang o danh xng (bieu danh):

La loai thang o, trong o so o dung e xep loai, no khong co y ngha ve mat lng. V du: Xet 2 tap hp so sau: 1001 va 2125, vi chung ta 2 tap hp so nay khong co ngha g ca, nhng khi chung ta c biet o la ma so cua bu ien, dung cho so ien thoai, th 2 so nay hoan toan tr nen co y ngha, v no ch danh ten ngi hay c quan nao o trong danh ba ien thoai. Nh vay, 2 tap hp so nay ch co muc ch ch nh v tr nh tren chang han, no khong the dung e tnh toan c. Tc la khong co y ngha ve mat lng. Thang o danh xng c dung trong nghien cu th trng nham: + o lng gii tnh. + Khu a ly, dan c + Nghe nghiep, ton giao + Nhan hieu, loai dung cu .v.v.. Cac dang thng gap cua thang o danh xng la: + Cau hoi mot la chon. V du: Ban co thch uong Beer khong? (1) co ; (2) khong ; (3) khong co y kien.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
la chon.

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+ Cau hoi nhieu la chon: Cho phep o o nhay ben hn la cau hoi 1

Loai nay cung cap nhieu thong tin hn ve thai o cua ngi c phong van ve van e ang nghien cu. V du: Trong cac loai Beer sau ay, ban a dung qua loai nao? (1) 333 ; (2) Tiger ; (3) Heniken ; (4) BGI

2) Thang o th t:
La loai thang o trong o so o dung e so sanh th t, no khong co y ngha ve lng. - Thang iem nay cung cap thong tin ve moi quan he th t gia cac o vat. - S o lng nay cho biet o vat nay co ac tnh nhieu hn hay t hn o vat kia, nhng khong dien ta c nhieu hay t hn bao nhieu. Co ngha la cac con so ch e so sanh ch khong noi len o ln. Cac dang thng gap cua thang o th t la: + Cau hoi buoc sap xep th t: V du: Ban vui long xep theo s thch cua ban 5 nhan hieu nc ngot sau: (1) Rat thch ghet (2) Kha thch (3) Tam c (4) Ghet (5) Rat

Pepsi____ Tribeco___

Coke____

7 up____

CocaCola____

+ Thang iem so sanh tng cap: Ngi ta co xu hng san sang la chon e so sanh trc tiep 2 muc vi nhau: . Phng phap nay tranh c s thien v trong cau hoi buoc sap xep . Tuy nhien phng phap nay cong kenh, mat nhieu th gi nen t c

th t. s dung.

+ Mot cach s dung khac cua thang o th t - Thang Likert: Nham anh gia thai o cua oi tng. Thang iem nay do nha nghien cu tam ly quan tr Likert e xuat. Thang iem nay thng co 5 hay 7 bac. Gom cac cau hoi tra li nh tnh ve mot thai o nao o c chuyen thanh nh lng bang cach gan tr so cho no.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
Gon:

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V du: Xin ban vui long cho biet thai o cua ban oi vi nhan hieu bia Sai

rat thch (1)

thch (2)

tam c (4)

ghet (5)

rat ghet (5)

Tr so gan cho moi cau tra li bien thien, t +2 en -2 (rat thch +2; thch +1; tam c: 0; Ghet: -1; rat ghet: -2)

3) Thang o quang ( Khoang cach):

La loai thang o, trong o so o dung e ch khoang cach, nhng goc 0 khong co ngha : Cac dang thng gap cua thang o quang la: + Thang iem co tong khong oi: Vi loai thang o nay, ngi c hoi c yeu cau phan chia, hoac xac nh mot so iem (So %, so tien .v.v..) co tong khong oi, thng la 100, e bieu th s quan trong tng oi cua nhng ac iem c nghien cu. So lng c xac nh cho moi ac iem ch ro hang bac cua no va ong thi cung ch ro sai biet gia cac ac iem vi nhau. Loai thang o co tong khong oi co mot li iem hn oi vi thang iem xep hang th t cho: No cho phep ngi c hoi phan chia eu cho cac ac iem c nghien cu. Loai nay cung co mat han che la: So nhng ac iem em hoi ngi c phong van neu nh so nay tang th se gay kho khan trong viec phan chia so iem tren thang o lng. + Thang cap tnh t cc (Thang iem co y ngha oi nghch nhau): Muc ch anh gia thai o. S dung thang iem 5 hoac 7 bac. V du: Xin ban vui long cho biet thai o cua ban oi vi nhan hieu dau goi au Clear. (1) (2) (3) (4) (5) (6) (7) (Cc X): rat thch (Cc Y): rat ghet Thang 7 bac co y ngha sau: (1) rat thch, (2) kha, (3) hi, (4) khong thch va khong ghet, (5) hi ghet, (6) kha ghet, (7) rat ghet. + Thang Stapel: Muc ch nham anh gia thai o. S anh gia dien ra bang mot day so t dng (+) en am (-).

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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V du: Hay cho biet anh gia (y kien) cua ban oi vi thai o cua nhan vien ban hang ca hang X Than thien -4 -3 -2 -1 +1 +2 +3 +4 Chung ta co the lam nhng bai toan cong hay tr tren thang iem so khoang cach, nhng khong lam c toan chia, v phep toan nay oi hoi phai gia s trc la co s ton tai cua so 0. Ma thang o nay so 0 khong co ngha.

4) Thang o t le:
La loai thang o, trong o so o dung e o o ln, va goc 0 co y ngha. Tc la c o t so 0. V du: Xin ban vui long cho biet, ban uong bao nhieu chai bia trong 1 tuan? ......... chai. * Tom lai: Ta co cac ac trng cua 4 mc o lng trong bang sau:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 73 -

Cac ac trng cua thang o Danh xng ac iem cua e xep loai. so o Khong co y ngha ve lng He thong so Moi con so o bieu th mot khai niem. (012 3...9) - Nhan hieu Hien tng - Nam, n Marketing c ap dung - Loai ca hang - Khu vc thng mai

Thang o Th t e so sanh Khong co y ngha ve lng Th t nhng con so 0 < 1< 2 ....< 9 - Thai o - Nghe nghiep - S thch - Tang lp xa hoi

Quang e o khoang cach (goc 0 khong co y ngha ang thc ve hieu so: (4-2) = (5-3)

Ty le e o o ln (Goc 0 co y ngha)

ang thc ve ty le 2 4 ( = ) 4 8 - Tuoi - Thai o - Ph ton - Y kien - Nhng con so - So lng khach hang liet ke - Doanh so ban

III/ NHNG TIEU CHUAN CUA S O LNG

e cong viec o lng am bao chat lng chap nhan c, chung ta co the e cap en 6 tieu chuan can co cua s o lng, trong o 3 tieu chuan au la nhng tieu chuan quan trong nhat.

1) o tin cay:
o la tnh chat cua s o lng em lai nhng ket qua phu hp (hay cung mot ket qua), khi mot phng phap o lng nao o c lap i lap lai. Noi mot cach khac, khi cung s dung mot ky thuat e lay d lieu cua cung mot mau, ma khong thu thap c nhng ket qua phu hp hoac tng ng giong nh ket qua lan th iem trc, nh the, co ngha la no se b h hong bi nhng s sai lam ngau nhien. Nh vay chung ta khong the tong quat hoa e lam can c cho quyet nh c. T o ta thay: o tin cay cua s o lng la rat can thiet.

2) Gia tr:
- Gia tr cua s o lng trc het phai mang tnh khach quan. - Mot cong cu o lng c goi la co gia tr, khi no o lng ung nhng g ma chung ta can o.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 74 -

- e cong trnh nghien cu Marketing mang tnh khoa hoc cao, th ban than cuoc nghien cu o phai co gia tr. - oi vi ngi ra quyet nh, ieu quan tam la: Nhng d lieu au vao phai co gia tr, neu khong viec ra quyet nh se dan en sai lam va gay nguy hiem.

3) o nhay:
o la kha nang cua s o lng ch cho biet nhng bien ong hay nhng s khac biet. S o lng thieu o nhay c minh hoa qua v du sau: Mot nha san xuat quan ao may san muon biet ky thuat quang cao va chieu mai th ky thuat nao la co li nhat. Vi muc ch ay, nha san xuat cho tien hanh mot cuoc th nghiem tai 8 khu vc ban hang, mot so khu vc khac cung c o lng e dung lam oi chng. Cuoc th nghiem keo dai 100 ngay. Nhng khi nhng ket qua ban hang c em ra so sanh gia cac khu vc, th khong thay co s khac biet ro rang nao? Co 3 trng hp co the xay ra la: + Khong co s khac biet nao ve ket qua gia cac phng phap chieu mai, do o ma nha san xuat co the khong can quan tam en bat ky ky thuat nao a c s dung. + Cuoc th nghiem tien hanh vi thi gian qua ngan nen khong thay c s nhay ben ve nhng thay oi ma le ra phai can mot thi gian th nghiem dai hn. + Hoac la, moi phng phap c ng dung vi mot cng o co the nhan biet c. Nh vay, qua v du tren ta thay ieu g? o la nh cac cau truc nghien cu va nhng d lieu thieu o nhay, th ket qua ma cuoc nghien cu thu c se co y ngha khong ang ke.

4) S lien he:
o la s lien he en viec ra quyet nh cua nhng ket qua o lng, la mot thc te can phai xem xet. Co ngha la, nhng cau truc can c o lng va nhng thuat ng mo ta ve chung phai c xac nh ro oi vi ngi ra quyet nh, oi vi nha nghien cu va nhng ngi c yeu cau cung cap thong tin. Neu khong th nhng ket qua cua d an se thieu tin cay.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
5) Tnh a dang:

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La tnh chat cua ket qua o lng co the c em ra s dung cho nhieu muc ch thong ke nh: dung e giai thch, ho tr cho o gia tr cua ket qua va suy oan ra nhng y ngha t nhng ket qua o lng thu thap c.

6) De tra li:
ay la van e can quan tam, khi phong van nhng ngi se cung cap nhng d lieu. So phan cua 1 cong trnh nghien cu phan ln nam trong tay nhng ngi c phong van. Neu ho t choi v kho tra li, hay a ra nhng nhan nh sai lech ve nhng thong tin can thiet ho, do cach at cac cau hoi khong phu hp, th cong trnh nghien cu se gap kho khan. * Tom lai: Nhng muc ch cua s o lng la rat to ln. Khi tien hanh nghien cu, chung ta phai bao am c 6 tieu chuan a e cap tren trong viec o lng nghien cu Marketing.

IV/ NHNG VAN E KHO KHAN TRONG O LNG:

Khi trien khai mot s truyen at thong tin, ngi ta phai ng au vi hang loat cac yeu to. Nhng yeu to nay tuy thuoc chu yeu vao. . Ngi tra li (ngi c hoi). . Cong cu hnh thanh cau hoi e cung cap cho ngi c hoi. Thng la bang cau hoi. Nhng sai sot gan lien vi ngi tra li va nhng sai sot gan vi cong cu thng gay ra nhng van e kho khan khi phat trien truyen thong (truyen at thong tin) vi ngi tra li. * Trc het, nhng sai sot lien quan ti ngi c hoi; xuat phat t chu the c hoi, khi ngi nay gap phai cuoc phong van, hoac nhan c cau hoi qua bu ien. Nhng sai sot nay co the ri vao mot trong bon trng hp sau: + Ngi c tra li co the khong hieu cau hoi: Nh vay, cau tra li thng la khong lien he g en van e ang can nghien cu. Cau tra li co the se khac i, neu nh cau hoi at ra c hieu mot cach ro rang. + Ngi tra li co the hieu ro cau hoi, muon tra li, nhng lai quen i mat nhng thong tin can thiet. Nh vay, cau hoi phai c at ra nh the nao o e giup ngi c hoi nh lai.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 76 -

+ Ngi tra li co the hieu ro cau hoi, co ay u thong tin, nhng khong muon tra li, nhat la khi cau hoi o muon tm hieu tin tc ca nhan cua ngi c hoi. Hoac gia, ngi c hoi cho nhng thong tin khong ung vi muc ch. Hoac la e tranh s rac roi. + Ngi c hoi co the hieu cau hoi, muon tra li, nhng khong tra li c; Trng hp nay co the la do: . Ngi c hoi co kha nang dien at kem, khong the noi het y cua mnh. . Cau hoi khong c a en ung oi tng muon hoi. * oi vi nhng sai sot lien quan en cong cu ieu tra la do viec thiet ke bang cau hoi. Nhng sai lam o thng la: + Cau hoi dai va n ieu, gay cho ngi tra li nham chan va met

moi.

+ Nhng li ch dan kho hieu, khong biet ngi hoi muon g, hoac la nhng thuat ng dung e hoi kho hieu, thieu chnh xac, cach hanh van kem. + Khoang trong e viet cau tra li khong u cho. + Th t cac cau hoi ri rac, xep at vung ve. + Cau hoi oi hoi nhieu ve tr nh. + Cau hoi mang tnh chat tiet lo rieng t.

V/ CAC KHA CANH QUAN TR NHAM GIAM THIEU NHNG SAI SOT TRONG O LNG.
e giam thieu nhng sai sot trong o lng, nha nghien cu Marketing thc hien nhieu bien phap mang tnh chat quan tr. Chang han thc hien nhng giai oan can thiet trong viec thiet ke va hnh thanh bang cau hoi nh sau: - Tiet kiem so chu e, hay noi dung cau tao trong bang cau hoi: . Thng la co khuynh hng hoi qua nhng g can hoi, ke ca nhng cau hoi ngoai ra ve nhng van e khac: . V the, noi dung cau tao cang t bao nhieu, thong tin cang tot bay nhieu, can gii han ro rang pham vi cua noi dung cau tao. - Nhng khai niem ve thuat ng khac nhau can phai c d kien trc, va thu thap trong thi ky nghien cu tham do t nhng nguon goc sau: . Tai lieu a in an, e biet nhng khai niem va thuat ng sap em dung a c xac nh nh the nao, va no bao ham nhng y ngha g. . Hoi ung nhng oi tng can hoi th mi thu thap c nhng thong tin lien quan en van e nghien cu. Nhng oi tng nay bao gom: nhng

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 77 -

ngi chuyen mua ban, nhng ai dien thng mai. Nhng ngi tieu thu co kien thc hieu biet rong, va mot so ngi khac na. . Tien hanh cuoc phong van khong theo mot kieu cach nao ca. Chang han: Nhng ngi tieu dung trong nhng nhom tap trung nao o, hoac gi y thong qua nhng cau hoi e ngi nay phe phan, phat bieu y kien ve nhng san pham hay ve nhng van e ma mnh ang nghien cu. - Quan tam ky en tat ca cac mat cua nhom ngi c phong van, chang han nh: Van hoa, ngon ng va cach thc dien ta cua ho, ac biet la oi vi nhng ngi nc ngoai. - Phai thanh thao va luon luon theo doi cai mi, e nam c nhng ky thuat hoi va tra li. - Th nghiem trc nhng cau hoi va cac ieu ch dan cach tra li trc khi tien hanh cong tac phong van thc s. Nh vay, nhng s hieu lam va sai sot cua cau hoi neu co, se c ieu chnh thong qua ket qua cua cuoc th nghiem trc nay. V the, lam tot cong tac th nghiem trc se rat co li. * Tom lai: oi vi cac cong trnh nghien cu quy mo nho va o rui ro thap, nhng bien phap phong nga se t hn v ph ton khong nhieu lam. Tuy nhien, thi gian va ke hoach e thc hien cong trnh nghien cu cung van luon luon can phai quan tam. [\

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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CHNG 5 : THIET KE BANG CAU HOI.

T nhng kha canh can ban cua viec o lng va xac nh y ngha cua truyen thong. Chung ta tiep tuc viec ng dung nhng kha canh nay trong viec thiet ke nhng cong cu e tm kiem va thu thap d kien. Cac thong tin co the at c bang cach va quan sat hoac va hoi ap, va hnh thc can thiet s dung tai hien trng la quan sat va phong van. Co 3 phng tien truyen thong noi ket vi ngi tra li, o la: Phng tien: Thong qua con ngi (phong van ca nhan - phong van trc tiep), thong qua ien thoai va thong qua th tn. Cac phng tien nay eu phu thuoc rat ln vao cac hnh thc thu thap, ma noi bat nhat la bang cau hoi.

I/ NHNG GII HAN CUA BANG CAU HOI:

Chung ta biet rang: Neu chon cau hoi khong bao quat het cac e muc, se ong gop vao viec thu thap thong tin can thiet cho viec giai quyet van e Marketing hoac bo sot mot thong tin quan trong nao o, th se khong giai quyet c tron ven van e, hoac co the se dan en viec cung cap cac thong tin nham lan hoac sai lac. Xay dng bang cau hoi cung tng t nh viec xay dng mot can nha, can co ban thiet ke phu hp da vao nhu cau va ngan sach gia nh, cung nh can c vao dien tch va ban chat lo at. Do o sau khi a xac nh va nhat tr ve van e tiep th nao o can giai quyet, ta can bat au bang viec liet ke can ke cac kha canh thong tin se thu lm c t cac oi tng a ieu tra. Ch sau o ngi nghien cu hay ngi tiep th mi bat au suy ngh ve viec xep at ngon t, trnh t cho cac cau hoi. Khi chuan b thiet ke bang cau hoi, nha nghien cu can nhan thc ro cac mat han che cua bang cau hoi nh sau: + Trc het, bang cau hoi khong the dung e o lng moi th. + Co trng hp ngi c hoi nh nham chang han nh la mnh a tng nhn thay hay oc thay mot muc quang cao nao o, trong khi thc ra ho cha nhn thay hay oc thay bao gi. + Ngi c hoi co the khong co u thong tin e tra li. + Bang cau hoi khong phai la cong cu e d bao hu hieu ve d nh mua sam cua khach hang. + Neu viec tra li cau hoi gay bat tien cho ngi c phong van, ve sau se rat kho x ly cau hoi nay.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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V du: Khong nen hoi ma so ve mot loai may moc, bat ngi c hoi phai mat thi gian kiem tra lai trc khi tra li, du rang neu biet ro tng loai may moc a tieu thu th se phan tch c sau sac hn. Muon s dung loai cau hoi chi tiet nh vay, ta phai dung phng phap ieu tra t quan, tc la ngi c hoi t ghi hay t ien so lieu vao mot cuon so hoac mot mau nh san. Hoac la ta cung co the s dung phng phap ieu tra bang cac nhom co nh trong nghien cu khach hang.

II/ CAC CHC NANG CUA BANG CAU HOI:

Bang cau hoi thc chat la mot ban liet ke nhng cau hoi c chnh thc hoa, nham at c va thu thap c nhng thong tin thch hp va cu the mot cach ay u nhat va chnh xac nhat. Co the ke ra 5 chc nang cua bang cau hoi co lien quan en ngi c phong van nh sau: 1. Cung cap cho ngi tra li mot s hieu biet ro rang ve nhng cau hoi. 2. Thuc ay ngi tra li mong muon hp tac va tin tng rang nhng cau tra li cua ho se c gi kn. 3. Kch thch nhng cau tra li co gia tr noi tam sau sac, ay y tng, hoac de thu thap. 4. Hng dan ro rang nhng ieu mnh muon biet va cach tra li. 5. Ch ra nhng cai can phai biet e sap xep th t va kiem tra cuoc phong van. Cac bang cau hoi cung phai c lap sao cho ngi i phong van de thc hien va cung nen tien lieu trc nhng yeu cau e viec x ly thong tin c hieu qua.

III/ CAC THANH PHAN CUA BANG CAU HOI:

Mot bang cau hoi thng co 3 thanh phan chu yeu: Phan gii thieu, phan noi dung bang cau hoi, va phan so lieu c ban.

1) Phan gii thieu:

Muon thanh cong, phan gii thieu phai nh c 2 ieu: Phai mang tnh thuyet phuc. Phai xac nh ung oi tng la ngi thuoc mau nghien cu.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 80 -

Noi chung, khi iem cua bang cau hoi la viec t gii thieu. Neu ieu tra theo kieu phong van trc dien, ngi phong van t gii thieu mnh va c quan thc hien viec nghien cu tiep th. Neu phong van bang th, phan gii thieu thong qua mot bc th rieng, co kem theo bang cau hoi. Phan gii thieu neu len chu e nghien cu, va co the neu ca thi gian d kien dung e hoan tat phong van. Can phai nhan manh tam quan trong cua ca nhan hoac ho gia nh c phong van trong cuoc nghien cu, co tao ra s tham d t nguyen cua oi tng nghien cu, nhan to chu chot cho s thanh cong. Tiep en, ta can xac nh xem oi tng co thc s thuoc vao mau a chon hay khong, bang mot vai cau hoi sang loc.

2) Noi dung bang cau hoi:

Phan noi dung c cau thanh bang cac cau hoi bao quat cac thong tin co the thu thap di nhieu dang. a. Cac cau hoi ve s kien: Bao gom: nhan hieu hang hoa (Tivi, tu lanh, xe may v.v..) la hanh vi ng x ( cach thc mua sam, tiep can vi quang cao...). Cac yeu to nay khong phai c o lng vi mc o de dang giong nh nhau. b. Cac cau hoi ve y kien hay thai o: Tc la cac cam nhan ve san pham, ve cong ty, ve quang cao v.v.. Loai cau hoi nay oi hoi chang nhng can xac nh that ro y niem lien he, ma con oi hoi phai sap xep t ng sao cho ng gay lech lac hay nh kien kho tra li. d. Cac cau hoi o lng ong c hanh ong: ay la loai cau hoi con kho hn cac loai tren, song cac ket qua thu c lai khong chac chan ve mc o ang tin. ay co le la lnh vc kho khan nhat trong nghien cu tiep th. e. Sau cung la cac cau hoi ve tac phong ng x co the co trong tng lai. ay la lnh vc rat tinh te, can than trong, v ngi ta thng noi ve ke hoach hay d nh cua mnh, nhng lai t khi thc hien chung.

3) Phan so lieu c ban:

Phan cuoi cung trong bang cau hoi chu yeu la thong tin thu thap them ve ho gia nh hay ca nhan, ngoai phan thong tin a thu thap trong phan gii thieu nham sang loc oi tng nghien cu.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 81 -

Thng ay la thong tin ve o tuoi, gii tnh, quy mo va ban chat gia nh, mc thu thap, hoac i sau hn la thong tin ve loi song hay phong cach song. Trong phan so lieu c ban, co cac yeu to nhan dien nh la ten, a ch, so ien thoai (neu co) cua ngi c hoi, cung vi hoan canh phong van nh: Ngay thang, gi bat au, gi ket thuc & ten cua ngi phong van vien.

IV/ THIET KE BANG CAU HOI TRONG THU THAP THONG TIN VE LNG.
Bang cau hoi la cong cu e thu thap thong tin ve lng (con bang cau hoi e thu thap thong tin ve chat thng c goi la dan bai thao luan.) Mot bang cau hoi tot se giup nha nghien cu thu thap c thong tin can thu thap vi o tin cay cao. Bang cau hoi co gia tr la bang cau hoi khien ngi c hoi chang nhng vui long tra li ma con tra li ung chnh xac. Do o cong viec thiet ke mot bang cau hoi can c xem nh la mot nghe thuat hn la mot khoa hoc. Mot bang cau hoi phai thoa man 2 yeu cau c ban sau: ay u cac cau hoi ma nha nghien cu muon thu thap thong tin t cac tra li. Kch thch c s hp tac cua ngi ta tra li. (ngi c phong van). Viec thiet ke bang cau hoi c tien hanh qua 8 bc. Moi boc bao gom cac nguyen tac, va hng dan giup cho nha nghien cu tranh c nhng rui ro trong thiet ke. Quy trnh thiet ke c chia thanh 8 bc nh sau: Bc 1: Xac nh cu the thong tin can thu thap. Bc 2: Xac nh dang phong van. Bc 3: anh gia noi dung cau hoi Bc 4: Xac nh hnh thc tra li Bc 5: Xac nh cach dung thuat ng Bc 6: Xac nh cau truc bang cau hoi Bc 7: Xac nh hnh thc bang cau hoi Bc 8: Th lan 1 -> sa cha -> ban nhap cuoi cung. Sau ay, chung ta se e cap en tng bc mot:

1) Xac nh cu the thong tin can thu thap:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 82 -

Cong viec au tien trong quy trnh thiet ke bang cau hoi la: phai liet ke ay u va chi tiet cac thong tin can thu thap. Bang cau hoi la cong cu noi lien gia thong tin can cho d an va thong tin se c thu thap. D an nghien cu Bang cau hoi Nhom ngi tra

li Thong tin can thu thap

Cac cau hoi se c hoi

Thong tin

2) Xac nh dang phong van:

Co nhieu dang phong van, do o ta phai xac nh dang phong van, bi v dang phong van quyet nh dang bang cau hoi. Co 2 dang bang cau hoi chnh: 1. Bang cau hoi chi tiet: Dung cho viec thu thap thong tin ve lng. Mc o chi tiet cua cac bang cau hoi dang nay gom 3 dang sau: + Dung phong van ca nhan + ien thoai + Th tn 2. e cng hng dan thao luan: c dung cho viec thao luan tay oi va thao luan nhom trong cac d an nghien cu ve chat.

3) anh gia noi dung cau hoi:

Viec co c nhng thong tin thch ang t nhng cau tra li phu thuoc rat ln vao kha nang phac thao bang cau hoi cua nha nghien cu. V vay, khi xay dng cac cau hoi, nha nghien cu phai tien lieu c chung co the cung cap c nhng d lieu co y ngha hay khong? S tien lieu nay co the c thc hien bang cach da tren cac tieu chuan, ma cac tieu chuan o cung chnh la c s e anh gia noi dung bang cau hoi. Cac tieu chuan nay c the hien qua cac cau hoi sau: * Ngi tra li co hieu cau hoi khong? * Ho co nhng thong tin can thiet e tra li cac cau hoi o khong? * Ho co cung cap thong tin khong?

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 83 -

1. Ngi tra li co hieu cau hoi khong? - Thong thng s truyen thong gia con ngi vi nhau nhieu khi thng m ho, v the nha nghien cu nen co gang toi a e loai tr nhng m ho nay. - Nhng sai sot co the la do nha nghien cu a dung nhng thuat ng khong quen thuoc vi ngi c hoi, hay do nhng cau hoi viet ra qua m ho oi vi muc ch c hoi. - Cac cau hoi se c trnh bay mot cach ro rang khi dung cac t ng thong thng, ung cu phap, van pham, noi chung ta nen dung nhng t ng n gian nhat e hoi. - Cac thuat ng chuyen mon ch dung e hoi cac nha chuyen mon ve lnh vc can hoi? - S hieu lam cung co the xay ra khi s dung nhng t ng thong thng nhng lai khong phu hp vi nhng nhom ngi co sac toc hoac van hoa khac nhau. V the viec nh ngha cac thuat ng cho ro rang cung la viec rat can e ngi tra li hieu ung t ng can tra li. 2. Ho co thong tin khong? Ngi ta nhan thay rang, a so nhng ngi c hoi eu tra li ung cac cau hoi. Tuy nhien, co mot so khong tra li c hoac tra li khong ung, do 2 nguyen nhan. + Ngi c hoi thieu kien thc ve van e o. + Ngi c hoi khong nh s kien. . Thieu kien thc: V du: Ban muon hoi chiec Tivi trong gia nh ang s dung co bao nhieu chc nang th co the nhieu ngi khong ro van e nay. . Khong nh s kien: V du: Ngi phong van hoi ngi nong dan a dung het bao nhieu phan bon cho tha ruong cua ho trong vu trc. Th co le ngi nong dan nay khong nh. e khac phuc ieu nay, co the s dung mot so bien phap sau: a. Hoi nhieu cau hoi e gi lai tr nh. b. Xac nh khoang thi gian ro rang, neu thi gian cang xa th o chnh xac cua cau tra li cang giam. c. Hoi cac cau tra li co tnh chat lien tng, gi s lien quan gia cac s kien e ngi tra li nh lai:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 84 -

d. e ngh ngi tra li neu ro s kien nao ho nh chnh xac nhat va s kien nao con m ho. 3. Ho co cung cap thong tin khong? Mot van e khac trong anh gia cau hoi, la mot so noi dung cau hoi de lam cho ngi tra li khong muon tra li, hoac tra li sai mot cach co y; o la nhng van e co tnh chat rieng t, nhng van e b mat khong muon tiet lo. V du: Nhng cau hoi ve thu nhap, ve tai san trong gia nh hoac van e ke hoach hoa gia nh. Muon biet c cac thong tin nay, ta can s dung cac bien phap sau: 1, Dung cau hoi gian tiep 2, Can thuyet phuc ngi c hoi tra li bang cach at van e noi ro muc ch cua cuoc ieu tra, tao s tin tng ni ngi c hoi.

4) Xac nh hnh thc tra li:

Co 2 hnh thc tra li chnh. . Cho cac cau hoi m . Cho cac cau hoi ong 1. Cau hoi m: La cac cau hoi bo ngo, khong co cau tra li san cung cap cho ngi tra li, va ho co the tra li theo y rieng cua mnh. Theo mau nay, cau hoi co cau truc, nhng cau tra li th khong. Ngha la ngi ta mong i ngi tra li phai ap ng c vi bat c thong tin nao va bat c cau nao c coi la thch hp. Nhiem vu cua ngi phong van la thu thap nhng cau tra li, bang cach viet lai chnh xac nhng g co the thu thap c. Ngi ta phan chia cau hoi m thanh 3 dang sau: . Cau hoi t do tra li . Cau hoi tham do (ao sau) . Ky thuat hien hnh (dien dch) Sau ay chung ta i vao tng loai: a. Cau hoi t do tra li: Loai cau hoi nay, ngi tra li co the t do tra li cau hoi theo y mnh, tuy theo pham vi t do ma ngi phong van danh cho ho.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 85 -

V du:- Qua mua sam hang hoa ca hang bach hoa so 2, ban thch hay khong thch cua hang nay iem nao? - Qua mua sam hang hoa ca hang bach hoa so 2, ban thch hay khong thch ngi ban hang trong ca hang nay iem nao? Nh vay, mac du cung la t do tra li, nhng cau hoi th 2, yeu cau cau tra li phai hung ve mot kha canh cu the la nhan xet ve ngi ban hang, ch khong phai nhan xet chung chung. * Nhng thuan li cua loai cau hoi t do tra li: . Cho phep nha nghien cu thu c nhng cau tra li bat ng, khong d lieu trc. . Ngi tra li co the boc lo ro rang hn quan iem cua mnh ve mot van e nao o, khong b go bo bi noi dung cau hoi? . Giam bt s that vong cua ngi tra li so vi cau hoi ong, la ch c chon mot trong so tnh huong tra li san, khong co c hoi e phat bieu y kien cua mnh. . Co tac dung tot khi lam cau hoi m au cuoc phong van, e tao moi quan he nham e ngi tra li hp tac, ho tr cho cuoc phong van. * Nhng kho khan khi s dung cau hoi t do tra li: . Gay nhng kho khan ve ng ngha, khi co gang e hieu c y cua ngi tra li muon noi g bang t ng ma ho s dung. . Rat kho ma hoa va phan tch. . De thien ve y muon cua ngi phong van: Do ho gap kho khan khi muon ghi nguyen van cau tra li , v the ho co the viet tom lc hoac cat xen bt phan nao cau tra li khi cho la khong can thiet, nhng nhieu khi phan cho la khong can thiet b cat xen lai rat co y ngha. . Gay mat nhieu th gi, v ngi tra li hay noi mien man nhieu van e. b. Cau hoi tham do (ao sau): Sau khi a dung mot vai cau hoi m e tm hieu mot chu e nao o, ngi phong van co the bat au tien hanh nhng cau hoi tham do than mat e a van e i xa hn. * Li the cua cau hoi tham do: . Gi them y cho cau hoi ban au, va gi y cho ngi tra li noi, en khi ho khong con y g can noi them. . Tao c cau tra li ay u va hoan chnh hn so vi yeu cau cau hoi nguyen thuy. * Bat li cua loai cau hoi nay: Nhng kho khan cua loai cau hoi nay cung tng t nh oi vi loai cau hoi t do tra li.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 86 -

c. Cau hoi thuoc dang ky thuat hien hnh - hay dien dch: Noi dung cua phng phap nay la e mo ta cac tap hp d lieu, bang viec trnh bay mot cach ay u, ro rang nhng van e con cha ro ngha. Chang han nh: Nhng t ng hoac hnh anh ma ngi tra li phai mng tng ra, tren c s o, ngi tra li se noi bang li nhng g ho hnh dung ve van e ang ban luan. Ky thuat nay co 3 dang cu the co the ap dung: + Dang ky thuat lien ket: Theo ky thuat nay, ngi hoi se a ra mot chuoi cac t hoac hnh anh, neu y ngha cua chung (ca ngha en va ngha bong), va yeu cau ngi c hoi tra li nhng van e o theo suy ngh cua ho. Ky thuat nay, c dung pho bien trong viec nghien cu e at ten thng mai, nhan san pham hay nhng ap phch quang cao v.v.. + Dang ky thuat dng hnh: Vi ky thuat nay, ngi tra li c cho xem mot so tnh huong gi m nao o, sau o e ngh ngi tra li viet lai cau chuyen, hay phac hoa dien ta van e can nghien cu. + Dang ky thuat hoan tat: ay la dang c s dung nhieu nhat. ay ngi tra li se hoan tat nhng cau con d dang (cha hoan chnh), va ho se ien them vao bat ky noi dung g ma ho chon. V du: . Toi ghet nhat loai dau goi au ........................................ . Dau goi au c a chuong nhat la................................ . Dau goi au c a chuong v co ac tnh............v.v........ Cac cau nay sau khi c hoan chnh, se c phan tch theo cac noi dung rieng biet. * Nhng thuan li cua ky thuat hien hnh: . Co the at c nhng thong tin ma se khong the thu thap c neu dung ky thuat phong van trc tiep bang hay cac phng phap khac. . Cung cap thong tin co ch tng giai oan khai thac cua qua trnh nghien cu, qua o ta tm c nhng y tng noi tai va nhng gia thuyet ben trong. * Nhng kho khan cua ky thuat nay: . oi hoi ngi phong van phai c huan luyen ky trc khi phong . oi hoi phan tch vien c ao tao can than e dien dch cac ket qua. 2. Cau hoi ong:

van.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 87 -

La cac cau hoi co cau tra li cho san, va ngi tra li se chon mot hay nhieu tra li phu hp vi mnh. Co nhieu dang cau hoi nh: . Co, khong . Xep th t . Nhieu la chon. Sau ay, chung ta se e cap en tng dang cau hoi nay. a. Cau hoi co, khong: Loai nay ch cho phep hai kha nang tra li co hoac khong? Nhng cau hoi nay rat de hoi va thng de tra li. Tuy nhien chung ch thch hp vi nhng cau n gian va gan nh chung ap at cho ngi tra li. Thong thng khi noi chuyen, nen tranh nhng cau hoi co hoac khong bi v no khong cung cap nhieu thong tin. Loai nay co the hu ch trong viec thu thap so lieu phan loai ve ngi tra li va viec hng dan ngi tra li thong qua mot bang cau hoi. V du: Hai cau hoi di ay a c dung e theo doi s thay oi th hieu cua khach hang trong mot cua hang quan ao. 1/ Quan ao co c giao ung hen khong? Co Khong 2/ Viec giao ung hen co lam ban hai long khong? Co Khong * Nhng thuan li cua cau hoi co, khong? - La mot hng dan tot cho cac cau hoi co nhieu chi tiet - De dang va nhanh chong cho cac nha quan ly - Ngi phong van t co thanh kien khi gap cac cau tra li ac biet. - Phan tra li thuan tien cho viec soan thao, tnh toan va phan tch - De dang cho ngi tra li. * Nhng kho khan cua cau hoi co - khong: - Cung cap khong u thong tin chi tiet. - Kho khan e chon t chnh xac. - Bat buoc ngi tra li la chon, cho du ho co the cha chac chan lam khi chon cau tra li. b. Cau hoi xep th t. Cau hoi xep th t se danh cho ngi tra li sap th t tng oi cac e muc c liet ke ra.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 88 -

Theo cach nay, nhieu la chon co the c so sanh lan nhau ong thi; * Nhng thuan li cua cau hoi xep th t: - Cho thong tin nhanh chong - Hoi va lap thanh bang cot tng oi de dang - La hoat ong quen thuoc nen de giai thch cho ngi tra li. * Nhng bat li cua cau hoi xep th t: - B gii han cau tra li khong qua 5 hay 6 e muc - Khong ch ra mc o cach biet gia cac la chon. - Ngi tra li phai co kien thc ve tat ca cac e muc trong cau hoi. c. Cau hoi cho nhieu la chon: Dang cau hoi nay liet ke mot so cau tra li va cho biet chu e e chon ra cau tra li thch hp cho chnh no. V du: Ban vui long cho biet a i du lch qua nhng ni nao di ay? a Lat (1) Vung Tau (2) Nha Trang (3) Ha Long (4) Hue (5)

Mot dang khac cua cau hoi theo nhieu la chon la phng phap cau hoi bac thang: ay la dang kha pho bien, theo phng phap nay, ngi tra li c cho mot loat cac la chon dien ta y kien cua ho. ieu nay thuan li cho viec bien oi nhng thong tin nh tnh thanh thong tin nh lng. V du: Hay xem xet moi mat cua san pham nc ngot, nhan hieu Tribeco, chon cau nao mo ta chnh xac nhat mc o ban thch hay khong thch san pham nay. Rat thch Thch va phai Khong thch cung khong ghet Ghet va phai Rat ghet ( ( ( ( ( ) ) ) ) )

5) Xac nh cach dung thuat ng:

Bang cau hoi la phng tien giao tiep gia nha nghien cu va ngi tra li Trong cac cuoc khao sat t tien hanh, ngi nghien cu noi chuyen trc tiep vi ngi tra li thong qua bang cau hoi soan ra. Trong cac cuoc khao sat do ngi khac tien hanh, mot ngi phong van se oc nhng li cua nha nghien cu cho ngi tra li nghe.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Nh vay, du trong hoan canh nao, th bang cau hoi cung la tai lieu cho phep tiep xuc vi nhau. V vay, khi s dung thuat ng trong cac bang cau hoi, can chu y nhng nguyen tac c ban sau: 1. Dung t n gian va quen thuoc: Moi cau hoi c soan, phai mang tnh de hieu oi vi tat ca moi oi tng c hoi trong cong trnh nghien cu. Phai dung ngon t thch hp vi moi trnh o cua ngi c hoi, cac t phai co chung mot ngha oi vi moi ngi (lu y cac t a phng: Nam, Trung, Bac). Can phai tranh viec dung tieng long va nhng t chuyen mon, cung nh cau hoi phai ro rang, tranh m ho. 2. Tranh cau hoi dai dong, nhng cang chi tiet , ro rang va cu the cang ay la quy tac chung, cac cau hoi cang ngan cang tot; Bi v, cac bang cau hoi dai qua se lam nan long ngi tra li khi phai oc nhng ch dan, cho du thi gian thc s e hoan thanh bang cau hoi ch vai phut. Cac cau hoi dai co the khong c tra li, v ngi tra li se moi met va t choi tra li, ho co the ket thuc cuoc phong van hoac ch tra li chieu le ma thoi. Bi vay, nha nghien cu nen chu trong viec thiet ke cac cau hoi ngan, xoay vao nhng chu e can thiet. Mat khac, khi soan thao ra cau hoi qua chung chung, co the tao ra nhng so lieu vo ngha, ta can tranh ieu nay. V mot cau hoi khong ro rang, chung chung th se co rat nhieu cach tra li ma ta ch can mot cach tra li nhat quan. 3. Tranh cau hoi yeu cau hai tra li: Tc la mot cau hoi ma co nhieu cau tra li cau hoi o mot luc. 4. Tranh cau hoi gi y: Cau hoi gi y la cau hoi ma co hng dan, hoac ngam at cau tra li. V du: Ban se khong noi rang Cong ty Du lch Ben Thanh co mot oi ngu hng dan vien tot nhat Thanh pho phai khong? 5. Tranh cau hoi nh kien: Cau hoi nay co mc o thien v tinh vi hn cau hoi gi y. Tuy vay ket qua cung b sai lech. V du: Ta hay xem cau hoi sau, va cac cau tra li cua no la thieu khach quan: Ban co thch cong viec nay khong? ac biet thch ( ) Rat thch ( ) Thch ( ) Khong thch lam ( ) tot:

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Khoa Quan Tr Kinh Doanh

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Cac cau tra li tren la khong khach quan cho: No ch co nhng cau tra li tch cc cho cau hoi. 6. Tranh cau hoi bat ngi tra li phai c oan: Cau hoi nen thiet ke vi cau truc sao cho e ngi tra li khong phai phong

oan.

V du: Nha nghien cu muon biet mot gia nh a xem ti vi tong cong bao nhieu gi trong 12 thang qua, luc nay, ngi c hoi phai co thi gian e nh lai trong nam qua mnh a xem T.V bao nhieu gi. Nhng neu ngi at cau hoi ch gii han trong 1 tuan trung bnh so gi coi T.V th ket qua thu c se chnh xac hn va khi tnh trung bnh 1 nam th ta se nhan cho 52 tuan. Bi vay khi thay oi moc thi gian thanh nhng moc ac biet hn, se lam cho viec tra li tr nen de dang va cho ket qua chnh xac hn nhieu. 6) Xac nh trnh t cac cau hoi: Mot bang cau hoi c chia ra thanh nhieu phan, moi phan co nhng muc ch khac nhau. Mot cach tong quat, mot bang cau hoi co 3 phan chnh c sap xep theo th t sau: 1. Phan gan loc: Bao gom cac cau hoi nham muc ch chon ngi tra li (oi tng) trong th trng nghien cu muc tieu. 2. Phan chnh: Bao gom cac cau hoi e thu thap thong tin can cho muc tieu nghien cu. 3. Phan thong tin ve ca nhan ngi tra li. Gii tnh, tuoi tac, nghe nghiep, thu nhap...noi chung, bang cau hoi phai mang tnh hp ly va phu hp vi tam ly. . Trnh t hp ly ngha la: S viec phai dien tien hp ly t cau hoi nay sang cau hoi khac: Moi cau hoi phai dan en cau hoi ke tiep, theo mot dong t tng lien tuc. Tot nhat la i t cai chung en cai rieng, theo loi suy ngh thong thng cua phan ong chung ta. V du: Mot cong ty bach hoa muon tm hieu xem cac khach hang tng lai ngh ve cong ty nh the nao? Thong thng phai bat au bang cach xac nh nhng ngi co i mua sam tren a ban o. Sau o, mi gan loc e tm nhng oi tng lien he, can c vao viec ho biet hay khong biet la co ca hang cua cong ty bach hoa ay. Ch khi o, ta mi hoi thai o cua ho oi vi Cong ty. . Phu hp tam ly: oi khi, cac cau hoi ca nhan hay rieng t co the c neu len de dang hn, khi at chung trong boi canh cua cac cau hoi de tra li khac. Trong boi canh nh the, chung mang t ve rieng t hoac ca nhan hn.

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Khoa Quan Tr Kinh Doanh

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V du: Nhieu ngi khong muon tra li trc tiep cac cau hoi ve tuoi tac va thu nhap. Thay v ta hoi: Ong/ Ba bao nhieu tuoi? th ta co the bat au bang cau hoi tong quat: Ong /Ba di 40 tuoi hay 40 hoac tren 40? Nhieu ngi, ngay ca phu n cung se san sang tra li cau hoi ay. Tiep o, can c vao cau tra li, ta se hoi tiep: Neu di 40 Ong/ Ba di 20? Ong/Ba 30 tuoi hoac ln hn? Neu 40 va tren 40 Ong/Ba di 50 Ong /Ba 60 hoac ln hn?

oi vi cac cau hoi lien he en tr nh, can phai c hoi theo ung th t. Neu khong se nhan c cac cau tra li sai lech. V du: Khi muon tm hiem xem khach hang con nh lai nhng g ac biet ni mot quang cao, trc het ta can xac nh ro oi tng a tng xem; hay oc thay quang cao o hay khong, roi mi ke ten mat hang lien he en quang cao o, ch luc nay, mi yeu cau ho nh lai cac chi tiet cua tng loai quang cao cho moi mat hang. Lu y la cac cau hoi t gay hng thu nen danh lai sau trong qua trnh hoi, v luc o, ngi c phong van a gan chat vao cau chuyen va se tiep tuc cau chuyen, cho du co hi buon chan chang na.

7) Xac nh hnh thc bang cau hoi:

- Hnh thc bang cau hoi cung gop phan cho s thanh cong cua viec thu thap thong tin. Bang cau hoi co hnh thc ep, se kch thch s hp tac cua ngi tra li. - Cac phan c trnh bay, can phan biet bang cach dung mau giay khac nhau cho nhng phan khac nhau. - Phai lap bang cau hoi sao cho ngan gon va ro rang. - Neu dung cau hoi m: Nen cha khoang trong hay cac dong cho ngi c hoi ghi cau tra li. Khoang trong cang hp ly th cau tra li cang xuc tch. - Neu can nhay quang cau hoi tren bang cau hoi: Th hay lu y sao cho cac cau hoi phai neu that ro rang la ngi tra li phai lam g. Co the s dung mui ten e ch ra cau hoi ke tiep va cac cau tra li la chon e ngi tra li de tm ra v tr. V du: Trong cau 1, neu tra li tnh huong (a) th tiep tuc sang cau 2; neu tra li tnh huong (b) th nhay quang sang cau 4. 1/ Xin vui long cho biet ban co thch i du lch khong? a. Thch b. Khong thch

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Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
2/ Neu thch, xin cho biet tai sao? 3/ i du lch, ban se chon nhng ni nao di ay? a Lat Nha Trang Vung Tau Hue Tat ca cac ni tren Hay cac a danh khac

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4/ Neu khong thch, ban co the cho biet ly do tai sao? Khong co thi gian Sc khoe Van e tai chnh Van e khac

8) Th lan 1 -> sa cha -> ban nhap cuoi cung:

Th bang cau hoi lan 1: Sau khi bang cau hoi thiet ke xong, em phong van nhng ngi trong cong ty xem ho co hieu khong? Goi la: ( -Test) roi sa cha, co ban nhap cuoi cung. Ban nhap cuoi cung nay cha c dung e phong van thc s, ma no c em e phong van mot so ngi tieu dung ( - Test), vi muc ch khong phai thu thap thong tin, ma xem ngi tieu dung co hieu nhng cau hoi cua bang cau hoi khong, sau o chuyen ve bo phan nghien cu e sa cha. Luc nay ta co c bang cau hoi cuoi cung. Bang cau hoi nay c chuyen giao cho bo phan thu thap thong tin e thu thap. Bo phan thu thap thong tin co 2 nhanh:

Bo phan thong tin

Thu thap thong tin

Kiem tra chat lng

La nhng ngi i thu thap thong tin theo bang cau hoi a c thiet lap.

La nhng ngi xem xet, kiem tra nhng ngi thu thap thong tin co thu thap thong tin theo ung yeu cau hay khong. - Nhng ngi phong van vien, trc khi tien hanh i phong van, se c hng dan va kiem tra xem ho co hieu cau hoi trong bang cau hoi se em phong van hay khong? (Thng th cac cong ty khong co phong van vien chuyen nghiep, ma thng thue sinh vien lam phong van vien). - Cho phong van vien phong van th , roi , neu khong at th quay lai . - Thong thng 1 kiem soat vien giam sat 6 ngi phong van vien.

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Sau khi bo phan thu thap thong tin lam viec, bo phan kiem tra chat lng xem cac phong van vien co trung thc hay khong? Kiem tra bang cach chon ngau nhien mot phong van vien, cung anh ta i ti ni phong van hoi ngi c phong van xem co ung ho co c phong van hay khong? Sau khi tien hanh phong van xong va c nhng ngi kiem tra chat lng kiem tra, th bang cau hoi nay c goi la bang cau hoi hoan tat.

V/ BANG CAU HOI TRONG THU THAP THONG TIN VE CHAT:

Trong thu thap thong tin ve chat, ngi ta s dung dan bai thao luan thay cho bang cau hoi chi tiet. (dung cho thu thap thong tin ve lng). Dan bai thao luan co hai phan chnh: + Phan th nhat nham gii thieu muc ch va tnh chat cua viec nghien cu. No cung chnh la phan tao nen khong kh than mat ban au va ong mot vai tro quan trong trong viec thanh cong cua d an. + Phan th hai: Bao gom cac cau hoi gi y cho viec thao luan e thu thap thong tin. Trong cac d an nghien cu ve chat, nhat la trong thao luan nhom, phan gan loc luon luon c thc hien rieng biet va trc khi thao luan. Ngha la, chung ta phai chon oi tng nghien cu phu hp vi muc tieu nghien cu trc khi tien hanh thao luan.

VI/ CAC KY THUAT THU THAP THONG TIN VE CHAT:

Co hai phng phap chnh trong thu thap thong tin ve chat: - Cac phng phap thao luan: + Thao luan tay oi + Thao luan nhom. - Cac ky thuat dien dch.

1) Thong tin cua d an nghien cu ve chat:

Thong tin can thu thap trong cac d an nghien cu ve chat la thong tin ben trong cua ngi tieu dung. Nhng thong tin nay khong the thu thap c thong qua cac ky thuat phong van thong thng (ky thuat ma nhng thong tin ben ngoai thu thap thong qua viec hoi ap) - Cac thong tin ve chat c thu thap thong qua cac ky thuat thao luan.

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Khoa Quan Tr Kinh Doanh

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2) Cac ky thuat thao luan.

2.1 Thao luan tay oi: La ky thuat thu thap thong tin thong qua viec thao luan gia hai ngi: Nha nghien cu va oi tng thu thap thong tin. 2.2 Thao luan nhom: La mot ky thuat thu thap thong tin pho bien nhat trong nghien cu ve chat. Viec thu thap thong tin c thc hien thong qua hnh thc thao luan gia cac oi tng nghien cu vi nhau di s hng dan cua nha nghien cu (moderator). Trong qua trnh thao luan, nha nghien cu luon tm cach ao sau bang cach hoi gi y giup cho viec thao luan sau sac hn.

3) S dung cac nhom thao luan:

3.1 Mot so khai niem c ban: Khi s dung ung phng phap, cac nhom thao luan se cung cap thong tin va hng dan ve mot van e ac thu nao o, thong qua viec s dung ky thuat nang ong nhom. Ky thuat nang ong nhom, o la: Mot nhom tng oi nho, bao gom nhng ngi lien he mot van e, moi khi phat bieu trong cuoc thao luan, co the lam nay sinh nhieu y tng co gia tr hn la trng hp ta phong van tng ca nhan rieng biet. Co the s dung cac nhom e thu thap thong tin ve cung cach ng x, thoi quen mua sam, cac y tng ve san pham mi, va nhng van e khac. Nhom thao luan se giup nghien cu phan tch sau them van e, hay giup nha quan tr xem xet van e thau ao hn. Cac nhom thao luan ch c s dung co hieu qua, khi ta chuan b ky va c ieu khien mot cach kheo leo. Cac thanh vien cua nhom se kch thch lan nhau, lam nay sinh cac y tng va cac phan ng, ma ta se khong the co c neu dung phng phap phong van ca nhan thong thng, hay e cho oi tng t ien cac cau tra li. Mot nhom thao luan se gom t 8 - 12 ngi, c hng dan bi mot ngi ieu phoi vien (hay nha nghien cu) co kinh nghiem. Nhng thanh vien trong nhom la nhng ngi co mot ac tnh chung nao o lien he en van e c thao luan trong nhom. u iem ln nhat cua nhom thao luan trong nghien cu Marketing la no de dang cho phep thao luan t do ve van e. Ngi ieu phoi thao luan se gi cuoc

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Khoa Quan Tr Kinh Doanh

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thao luan bam sat chu e va hng dan cuoc thao luan i en mot ket luan ma moi ngi co the nhat tr. Cac nhom thao luan co the c dung ca trong cac nghien cu ve ngi tieu dung lan cac nghien cu tiep th cong nghiep, nhng oi vi tiep th cong nghiep, cac nhom thao luan phai ap ng cac yeu cau ac biet ma ta se e cap nhng phan sau. 3.3 Khi nao s dung thao luan nhom: Thao luan nhom to ra thanh cong va mang lai hieu qua trong nhieu hoan canh khac nhau. Di ay la mot vai e ngh ve viec khi nao nen dung phng phap nay: - S dung thao luan nhom nh la mot ky thuat kham pha, khi khong ai co c y tng ro rang ve cach cac khach hang hien tai hoac khach tiem nang ang anh gia ve mot san pham nh the nao. - S dung thao luan nhom nh la mot ky thuat thu thap thong tin, nham tm hieu ve hoan canh va cac moi quan tam cua khach hang tren c s mot bang cau hoi c xay dng trc. -S dung thao luan nhom nham hieu c cac khach hang tiem nang phan ng lai vi san pham mi va dch vu cua ho ra sao hay tm kiem nhng c hoi co c t nhng y tng mi me ve san pham, ve gia ca, ve he thong phan phoi, cung nh ve cac thai o va thien kien cua ngi tieu dung. -S dung thao luan nhom e trac nghiem s bo ve cac khai niem quang cao oi vi viec quang cao san pham. - S dung thao luan nhom nham anh gia anh hng cac cong ty oi vi long tin cua khach hang hien tai ve san pham hay dch vu. 3.3 Gii han cua thao luan nhom, vi cac vai tro la mot phng phap nghien cu. Mac du co nhieu u iem trong nhieu trng hp, vi vai tro la mot cong cu kham pha, giup tm hieu can ke ong c va phan ng cua cac khach hang, thao luan nhom cung co cac gii han cua no. Di ay la mot so gii han. - Cac ngi tham d vao viec thao luan nhom khong nhieu ve so lng va cung khong c chon la ngau nhien. Nh vay, cac cuoc oi thoai va nhng ket luan cua nhom khong the d bao mot cach ang tin cay oi vi mot tong the ln hn.

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- Viec xem xet cac van e Marketing trong thao luan nhom, khong xay ra trong mot the gii thc. Trong khi o, cac quyet nh trong cuoc song hang ngay c a ra trong mot moi trng thay oi lien tuc. 3.4 Lap ke hoach cho viec thao luan nhom: - Xac nh can than nhng g can at c t thao luan nhom - Van e nghien cu co thch hp oi vi thao luan nhom hay khong? - Cac hnh anh minh hoa, san pham hay tai lieu nao ta can trnh bay cho nhng ngi tham d thao luan nhom? chung co san khong? - Chuan b mot ban ch dan thao luan (hay hng dan lch trnh lam viec), trong o chi tiet hoa cac lnh vc c ban en, cac nhiem vu c phan cong cho nhng ngi tham d trong suot cuoc thao luan, va cac kch ban se c tao nen trong suot cuoc thao luan. - anh gia chi ph oi vi cuoc thao luan nhom se c tien hanh. 3.5 Quy mo cua nhom thao luan. Hau het cac chuyen gia ve thao luan nhom eu thch cac nhom thao luan t 8-12 ngi. Sau ay la mot so van e can lu y ve quy mo nhom c chon. - Neu nhom thao luan t hn 7 ngi, se khong co u so lng e trao oi y kien qua lai nham em en cac thong tin ang gia. Ngc lai, vi mot nhom qua ong th se rat kho lam viec, va kho kiem soat c cuoc thao luan. - Quy mo nhom co anh hng en chieu sau cua cuoc thao luan trong 2 gi lam viec khong? (mot buoi thao luan, thi gian lam viec khong nen qua hai gi ong ho. Neu dai hn se lam cho nhng ngi tham d nham chan va met moi). - Quy mo cua nhom co anh hng en kha nang cua ngi chu tr kiem soat toc o va ac iem cua cuoc thao luan khong? 3.6 Thanh phan nhom thao luan: e tao c cuoc thao luan tap trung vi cac y kien phong phu, nhom ngi tham d phai co u kien thc hoac kinh nghiem ve loai van e a ra thao luan, T o co the em lai nhng y kien va phan ng co y ngha. Moi nhom nen gom toan nam gii hoac toan n gii, tr phi ta can nghien cu phan ng cua ca hai gii nay ve cac san pham hay cac van e chuyen biet. Thng kiem soat mot nhom nam, n hon hp kho hn la kiem soat mot nhom thuan nhat. Ta cung khong nen cau tao nhom bang nhng ngi thuoc nhieu la tuoi khac nhau. V ngi tre co the thach thc ngi gia, va ngi gia co the phan oi cac y tng mi me cua ngi tre. Mot khi cac tnh cam oi nghch thong tr trong mot nhom xuat hien th kho co the thao luan co ket qua.

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Khoa Quan Tr Kinh Doanh

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Noi chung, da vao cac tieu chuan tong quat neu tren, viec chon ngi vao nhom phai c tien hanh mot cach can trong. n v nghien cu phai lam het sc mnh e tm c nhng ngi u tieu chuan se tham d co hieu qua nhat vao viec nghien cu van e lien he. Lam sao e cac thanh vien trong nhom phai cam thay rang ho ang tham d vao mot cong viec kham pha mang tnh sang tao, va ang gia, va ay hng thu. Ho phai cam thay rang ho ang ong mot vai tro quan trong trong viec giup giai quyet van e cho cong ty. Le d nhien ben canh o la ho cung muon nhan c khoan thu lao tng xng. Viec tra thu lao cho cac ngi tham d nhom thao luan la can thiet e co c mot nhom tieu bieu. Viec tra tien la e en bu cho cong viec va thi gian ho a danh cho nhom va phai tuan theo tuc le tng ni. Tot nhat la tra bang tien mat ng trong phong b co e ten. Hoac tra bang hien vat, nhng hien vat o phai co y ngha oi vi ngi nhan, va phai ang gia. 3.7 Ngi ieu khien chng trnh thao luan: Vai tro cua ngi ieu khien chng trnh la nham rut ra c cac y tng hay nhat, mi nhat oi vi van e lien he thong qua thao luan nhom. Ngi ieu khien phai ket thuc cuoc toa am bang cac gi y co gia tr oi vi cong ty chu quan cua cuoc nghien cu, bang viec hng dan nghien cu them, hoac suy ngh lai ve nhng van e at ra. Ngi ieu khien chng trnh phai co c cac ac iem sau: - c nhom chap nhan nh mot ngi de lam viec cung vi nhom ngi nay co the co hoc van cao hn, co nhieu kinh nghiem hn. Nhng phai biet hoa ong cung cac thanh vien trong nhom: - Tr oc minh man, co kha nang ghi nhan nhng y tng mi me xuat phat t nhom, hng c nhom i vao thao luan cac y tng o sau hn. Le co nhien la cac y tng o phai lien he chnh yeu en van e ang nghien cu. - La ngi nh c ten cac ngi khac trong nhom. Co nh vay, mi tao them phan soi ong cho cuoc thao luan, v ngi phat bieu cam thay tam quan trong cua nhng ieu mnh phat bieu va suy ngh. - Phai co uy tn va kha nang kiem soat nhom, khi nhom thao luan tan man phai keo c nhom tr ve lai chu e chnh. - Co niem tin manh me vao muc tieu cua cuoc nghien cu. Du khong ng ve phe nao trong cuoc thao luan, ngi ieu phoi phai co c muon thc s giai quyet van e. Noi chung, ta can chon mot ngi ieu khien chng trnh a co suy ngh nhieu ve van e lien he. Trai lai, neu chon mot ngi khong quan tam, hay chang co kien thc g ve du lch chang han e hng dan thao luan ve cac e tai du lch th se i en cho t pha san, v ngi nay de bo qua nhng y kien tot nay sinh bat ng t cac thanh vien trong nhom.

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3.8 Qua trnh toa am cua nhom thao luan. - Bat au cuoc thao luan: + Can chuan b bang ten trc o va e ngang trc mat moi ngi vi c ch ln, viet ro rang, de oc. + e bat au, ngi ieu khien neu ra cac quy tac thao luan cho cuoc toa am (V du: Moi lan ch mot ngi phat bieu). Tranh neu chc vu cua moi ngi. + Ngi ieu khien neu ra muc tieu cuoc toa am, va nhan manh long mong i cua cong ty chu quan oi vi nhom thao luan, xem cuoc thao luan nay la cong cu giup cong ty quyet nh cac van e quan trong. - Hng dan cuoc thao luan: + Bang hng dan cua ngi ieu khien co bao quat moi giai oan cua van e nghien cu. Co the dung no e kch thch ngi tham d thao luan ve cac lnh vc ma cong ty chu quan quan tam. + Neu co moi quan he tot gia ngi ieu khien chng trnh va cac thanh vien cua nhom, cac thanh vien se tch cc phat bieu, ch khong phai ch ngi ieu khien oc cau hoi mi tra li. Can tao moi c hoi, cho moi ngi c suy ngh va phat bieu. Cuoc thao luan phai nghiem tuc, song khong c buon te. + Cho nhng ngi tham d thao luan xem chng trnh ngh s va tuan theo chng trnh nay trong suot buoi thao luan. + Tranh hoi cac cau hoi trc tiep ma co the tra li vi ch mot hoac hai t; muc tieu cua ngi ieu khien la giup nhng ngi tham gia cuoc thao luan trnh bay nhng ong c, cam ngh va ly le cua ho. Thay v at cau hoi trc tiep, ta nen s dung cac cau hoi gi y, chang han nh: . Ban phan ng vi san pham hay noi dung quang cao nay nh the nao? . Hay cho chung toi biet y nh cua ban? . Cung cap cho nhom mot net tch cc va mot net tieu cc oi vi quang cao nay? . Tai sao ban ngh nh the? . Co cach nao tot hn e truyen at? (Can lu y rang: Dan bai thao luan, thc chat la nhng cau gi y, do ngi ieu khien chng trnh neu ra, ch khong phai la bang hoi ap. Do o, ta khong nen dung cac cau hoi trc tiep). + Theo doi moi chu e c liet ke trong bang hng dan thao luan, e am bao rang: ngi hng dan chng trnh a at c muc tieu cua mnh, trc khi sang chu e ke tiep. + Bao ve nhng ngi tham d de b ton hai bi nhng s ch trch va s dung nhom e kiem che nhng ngi tham d co thai o hung hang thai qua. + Luon luon bieu lo s ton trong oi vi moi thanh vien cua nhom thao luan. Giup ho trnh bay cam ngh va y nh, bang cach bieu lo s chan that lang nghe cac quan iem cua ho.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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- Ket thuc cuoc thao luan: Vao cuoi cuoc thao luan, ngi ieu khien chng trnh can tom lc lai cac gi y, cac y kien a phat bieu va cac thai o bieu lo nay. Ngi ieu khien can cho moi ngi trong nhom biet la cac ket qua nay co the bien thanh hanh ong nh the nao. V du: Mot y tng ve mot san pham mi se c trnh len tong giam oc cong ty, hoac mot bao b kho m, se c thiet ke cai tien laiv.v.. - uc ket va bao cao ket qua cuoc thao luan: Cong viec uc ket va bao cao ket qua len Ban giam oc cong ty phai c tien hanh ngay sau khi ket thuc cuoc thao luan. Trong bao cao can neu ro: Cuoc thao luan a mang lai nhng y tng va gi y chu ao nao? Ta rut ra c bai hoc g t cuoc thao luan nay e ap dung cho cac nhom khac?

3.9 Cac nhom thao luan trong Marketing cong nghiep: Marketing cong nghiep (Industrial marketing) la lnh vc tiep th nham en cac oi tng la cac cong ty, x nghiep, nha may, ch khong phai la cac ca nhan. Do o, nhom thao luan dung trong nghien cu Marketing cong nghiep co nhng iem khac biet quan trong so vi nhom thao luan nghien cu ve ngi tieu dung ca nhan nh sau: Trc het, ngi ieu khien chng trnh thao luan phai thong thao lnh vc chuyen mon ang c thao luan (chang han: cac loai thep dung e che tao may, cac loai go e ong o gia dung hoac la cac loai si, t tam, e det vai v.v..). V vay, viec tuyen chon ngi ieu khien chng trnh ay can ky lng hn trong lnh vc nghien cu tieu dung ca nhan. Cong viec chuan b cho ngi ieu khien va chuan b bang hng dan cung phai rat ky lng. Ta nen dung ngi ieu khien trong noi bo cong ty, hoac t ra cung c ngi cua cong ty e giup ngi ieu khien chng trnh ben ngoai khi gap phai cac iem ky thuat kho khan.

[\

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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CHNG 6: CHON MAU

Trong i song hang ngay, van e chon mau rat quen thuoc vi tat ca chung ta. Do o, khong nen xem chon mau la khai niem ch c dung bi nhng nha thong ke. Chung ta thng i en nhng ket luan mo ta cac ac tnh cua hien tng, da tren c s phan tch mot so cac yeu to lien quan en hien tng o. Chung ta co the hnh dung viec chon mau qua cac v du sau: 1. Mot kiem tra cua ngi mua xe, la ch can lai mot chiec o to (mau) la co the nhan xet c hieu suat hoat ong. 2. Trc khi quyet nh mua mot quyen sach mi, ta thng lt qua vai trang (mau) e xem co g hng thu khong ? 3. Cac ban n (hoac cac ba noi tr) khi nau soup, th can xac nh mui v, va o man, nhat bang cach nem th mot muong (mau- c rut ra t tong the la noi soup). Nh vay, qua cac v du tren ta thay: Chon mau la lay ra mot bo phan, mot mau t tong the nao o, roi quan sat bo phan c chon theo vai ac trng quan tam va i en ket luan tong the. Nha nghien cu Marketing cung thng at en ket luan da tren c s chon mau, nhng cac phng phap chon mau nay phai la chon mau thong ke. Chon mau thong ke (con goi la chon mau khoa hoc) la mau se chon t mot tong the theo nhng nguyen tac nhat nh e am bao mau ai dien c cho tong the o. Quan sat mau nay theo cac ac trng can nghien cu, va ket qua thu t mau phai suy rong c cho tong the vi mc o tin cay nhat nh. ieu tra chon mau la ieu tra thong ke, ch tien hanh tren mot so n v c chon theo phng phap khoa hoc t tat ca cac n v thuoc tong the nghien cu, ket qua thu thap th c dung e suy rong cho ac iem cua toan bo tong the. Bay gi, e hieu ro viec chon mau tuan theo phng phap nao, ta can lu y cac nhan to sau: - Trc het la o chnh xac can co. o chnh xac nay thay oi tuy tng van

e.

V du: Muon anh gia tac ong cua quang cao oi vi viec tieu thu san pham, ta can o chnh xac cao. . Ngc lai, neu ch muon nghien cu tham do xem nen chon la va th nghiem cach quang cao nao thoi, th ta khong can o chnh xac cao, la co the chon mau theo phng phap phi xac xuat ( con goi la phng phap chon mau khong theo xac suat), neu khong se ton kem vo ch.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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- Nhan to th hai la: Co san mot khung hay pham vi e tien hanh chon mau hay khong? Neu a co san th vo cung thuan li. Neu cha co, th se rat ton kem va khong de dang g khi chon mau ma thieu han khung mau e chon. - Nhan to th ba la: Hnh thc e thu thap thong tin: Phong van tai trung tam thng mai, tien hanh quan sat, phong van bang th tn, phong van qua ien thoai, hay e cho ngi tieu dung th san pham v.v.. - Nhan to cuoi cung ma ta can xem xet la: Chi ph. Bi le, chi ph nghien cu can phai phu hp vi mc o gia tr cua cong trnh nghien cu oi vi cong ty hay doanh nghiep chu quan.

A) CHON MAU TRONG NGHIEN CU VE CHAT:

Cac d an nghien cu ve chat thng la cac d an nghien cu kham pha. Viec nghien cu ve chat c thc hien vi mot nhom nho cac oi tng nghien cu c chon khong theo phng phap chon mau theo xac suat; co ngha la c tien hanh theo phng phap chon mau phi xac suat.

B) CHON MAU TRONG NGHIEN CU VE LNG:

I/ NHNG LY DO LAY MAU:
Trong nghien cu ve lng, chon mau la mot trong nhng khau quyet nh chat lng cua ket qua nghien cu. Muc ch cua nghien cu la tm hieu nhng ac tnh cua th trng can nghien cu. Tuy nhien, v nhieu ly do ma nha nghien cu khong tien hanh nghien cu toan bo th trng nay, ma ch chon mot nhom nho hn (c goi la chon mau) e nghien cu. Nhng ly do o la: 1) Tiet kiem chi ph: Xuat phat t van e chi ph cua viec thu thap d kien, ma buoc ngi ta phai nghien cu viec chon mau. V the, chi ph ong vai tro quan trong trong quyet nh thc hien d an nghien cu. Cac cong ty bao gi cung co nguon ngan sach gii han cho cac d an nghien cu Marketing. V vay, khi quyet nh thc hien mot d an nghien cu, bao gi chung ta cung phai so sanh gia tr c tnh ma d an em lai vi chi ph phai bo ra. Viec thc hien nghien cu toan bo th trng, thng khong phai la mot quyet nh hp ly va can thiet oi vi viec ra quyet nh trong Marketing.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Nha nghien cu ch can chon mot mau e nghien cu, va t thong tin cua mau, chung ta co the tong quat cho th trng (tong the nghien cu) vi mot mc o tin cay chap nhan c, giup cho viec ra quyet nh. 2) Tiet kiem thi gian: Thi gian la yeu to th hai trong quyet nh chon mau. V cac nha ra quyet nh marketing luon luon can co ket qua nghien cu ung luc e ra nhng quyet nh kp thi. 3) Co the cho ket qua chnh xac hn: Trong nghien cu, chung ta gap phai hai loai sai so: + Sai so do chon mau + Sai so khong do chon mau Khi nghien cu toan bo th trng (tong the) th sai so khong do chon mau thng tang cao (do thong tin c ghi chep khong ay u, thieu chnh xac va do sai sot trong qua trnh x ly thong tin nh sai sot khi ma hoa, nham lan khi nhap so lieu v.v..) Ngc lai, sai so do chon mau co the c giam i khi phat trien quy mo kch thc cua mau. (V sai so chon mau la loai sai so do viec la chon mau khong ai dien c cho tong the. Do o khi kch thc mau cang tang th tnh ai dien cang cao va sai so cang giam). Nh vay, mot khi ta tang kch thc mau (n) en kch thc am ong (N), neu mc giam sai so do chon mau nho hn mc tang sai so khong do chon mau th viec chon mau se cho chung ta ket qua chnh xac hn. 4) Giup lam giam chi ph mau th: Trong nghien cu maketing, co rat nhieu d an nghien cu can phai tien hanh viec th san pham, va thng la sau khi th, th san pham th khong con nguyen trang cua no, tham ch b mat gia tr. V vay, viec chon mau se giup chung ta giam c ton kem nay. V du: Viec kiem tra cac phim chup anh, neu toan bo so phim b kiem tra (do khong chon mau) th dan en so phim nay b h va se gay thiet hai cho nha san xuat. V the, ngi ta ch can s dung mot mau ai dien cua moi lo e kiem tra trong mot t san xuat ma thoi.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
II/ MUC TIEU LAY MAU TRONG QUAN TR:

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Co 3 muc tieu cua chon mau c xem nh la cha khoa quan trong tiep can vi cac yeu cau cua quan tr; 3 muc tieu o la: 1. D kien ai dien cho tong the co lien quan chat che en quan tr, en cac quyet nh cua cac nha quan tr. 2. Tnh chnh xac va u cua mau bao am cung cap nhng ket qua on nh. Chang han: Trong trng hp ma hai mau c chon vi nhng cach thc va kch thc khac nhau, nhng co ket qua khac nhau, th nhng ket qua o khong the tin cay c. V the, ieu quan trong la chnh mau ay phai u on nh e thoa man nhng ieu kien can thiet cua o tin cay cua ngi ra quyet nh 3. S dung cac nguon nghien cu at hieu qua so vi yeu cau oi hoi ve thi gian.

III/ CAC KHAI NIEM CAN BAN TRONG CHON MAU:

1) am ong (Population) am ong con goi la tong the, mot tong the la s tap hp cac phan t. Mot tong the c ch nh ro rang phai c nh ngha theo tng phan t, nhng n v lay mau, quy mo va thi gian. V du: Trong mot cuoc ieu tra s thch ve thi trang, ta co the quy nh mot tong the am ong thch hp nh sau: . Nhng thanh nien nam, n tuoi t 18 en 30 (phan t) . Trong nhng ho gia nh hay Cong ty, X nghiep (n v) . tai thanh pho Ho Ch Minh (Quy mo) . Trong 6 thang cuoi nam 1998 (thi gian) 2) am ong nghien cu (Study Population): Trong thc tien nghien cu Marketing, chung ta khong bao gi biet c mot cach chnh xac cac phan t (con goi la quy mo) cua am ong. Quy mo cua am ong ma chung ta co the co c e thc hien viec nghien cu, c goi la am ong nghien cu (hay con goi la: Tong the ieu tra). ay chnh la th trng thc s nghien cu. Mot th trng ma o la s tap hp cac phan t t o mot mau ieu tra c chon thc s. Quy mo nay thng c thu thap t nguon thong tin th cap. e thuan tien, chung ta se dung thuat ng th trng nghien cu, am ong hay tong the e ch cho am ong nghien cu hoac tong the ieu tra.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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3) Phan t: Phan t la oi tng thong tin can thu thap; Phan t la n v nho nhat cua am ong, va la n v cuoi cung cua qua trnh chon mau, no lam c s cho viec phan tch. Thong thng trong lay mau nghien cu Marketing, nhng phan t eu la con ngi. Tuy nhien, nhng loai n v khac co the bao gom nhng phan t nh la: Gia nh, Cong ty, Ca hang, X nghiep v.v.. e thuan tien, ngi ta thng ky hieu: . So lng phan t cua mau la: n . So lng phan t cua am ong la: N 4) n v chon mau: Trong nhieu ky thuat chon mau, e c de dang, ngi ta thng chia am ong ra thanh nhieu nhom co nhng tnh chat can thiet. Nhng nhom co c sau mot qua trnh chia nho cua am ong, c goi la n v chon mau. Nh vay, n v chon mau cuoi cung chnh la phan t. 5) Khung chon mau: Khung chon mau la danh sach liet ke tat ca cac n v va phan t cua am ong e thc hien viec chon mau; chang han: Ten trong nien giam ien thoai thanh pho, hay ten cua tat ca sinh vien ghi danh mot trng ai hoc. Tom lai: - Mot khung lay mau la mot ban (danh sach) liet ke toan bo nhng ngi, nhng cong ty, nhng to chc ma chung ta d nh se chon mau. - Tat ca nhng ngi hoac to chc tao nen th trng ma ta quan tam en c goi la tong the (am ong). - Mot bo phan gom nhng ngi hoac to chc c chon e khao sat c goi la mau.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
IV/ QUY TRNH CHON MAU:
Quy trnh chon mau co the c chia thanh nam bc sau ay:

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1) Xac nh th trng nghien cu (con goi la am ong hay tong the). Viec xac nh tong the nghien cu cho mot van e tiep th khong phai la ieu de dang, v co nhieu kha nang la chon khac nhau. Mac du vay, ta cung phai xac nh cho c th trng nghien cu thc s, ma o chon c mau nghien cu. V du: Muc tieu nghien cu cua ta la o lng th trng Video-Cassete cac ho co mc thu nhap trung bnh. Nh vay, tong the muc tieu co the la cac ho trong cac a ban lien he, hoac cung co the la nhng khach hang i mua sam cac trung tam thng mai gan khu vc o. 2) Xac nh khung mau: e xac nh va la chon khung mau, trc het ta can xem xet cac khung mau co san, thng c s dung, o la: Danh ba hay nien giam ien thoai, co the dung e nghien cu ve ngi tieu dung, thng ay la cac ngi tieu dung cong nghiep (cac c quan, x nghiep, cong ty). Mot dang khac la nien giam ien thoai xep theo ten ng. Nhc iem cua nien giam ien thoai la khong ay u. V co nhieu ngi khong mac ien thoai hoac co nhng cha kp bo sung vao danh ba. Viec xac nh khung mau can tuy thuoc vao oi tng ma ta d nh khao sat la ai: Chang han: Nhng ngi tiep th bang c s d lieu d nh khao sat nhng khach hang tot nhat cua ho, va se rut ra mot mau t c s d lieu Marketing cua mnh, bang cach chon nhng khach hang mua thng xuyen nhat hoac vi so tien ln nhat. Trong trng hp nay, bang liet ke tat ca cac khach hang cua cong ty phuc vu c coi la mot khung chon mau. Trng hp oi vi viec tien hanh khao sat bang th, e xac nh c khung mau, ta phai co mot ban danh sach cac ten va a ch thch hp. 3) La chon phng phap chon mau:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Hai tnh chat c chu y nhat trong mot mau (ngoai viec cung cap so lieu thch ang), o la: Tnh ai dien va tnh on nh cua mau. Nhng n v mau co the c chon theo nhieu cach. Trong thc te, phng phap c chon se tuy thuoc vao nhng oi tng nghien cu, nguon tai chnh, gii han thi gian, ban chat cua van e va chuyen mon cua ngi nghien cu. Cac phng phap chon mau c chia lam hai nhom chnh la: + Phng phap chon mau theo xac suat, va + Phng phap chon mau khong theo xac suat (phi xac suat) Ta se i sau nghien cu hai nhom phng phap nay trong phan ti. 4) Xac nh kch thc mau: Mot khi phng phap chon mau c xac nh th ngi ta thng quyet nh ca kch thc (quy mo) mau mong i. Viec xac nh kch thc mau la rat phc tap, v vay van e nay chung ta se e cap trong phan sau. 5 Tien hanh chon: La viec hng dan e nhan dang va la chon nhng phan t va n v thc te cua mau. V du: o co the la nhng ca nhan, ho gia nh hay cong ty, x nghiep, tuy theo oi tng ma ta can khao sat, nghien cu.

V/ SAI LECH TRONG NGHIEN CU:

Tnh chnh xac va tin cay cua d lieu mau b tac ong bi hai loai sai so, o la: Sai so do chon mau va sai so khong do chon mau. 1) Sai so do chon mau: La sai so do viec la chon mau khong ai dien c cho tong the; ngha la co s khac biet gia tr so mau vi tr so that cua trung bnh tong the. ay la loai sai so gay ra do thong tin khong c thu thap tren tat ca cac n v cua tong the, ma ch thu thap tren mot so n v tong the. V thc te, khong the co mot oan nho hn cua tong the co the lam ai dien mot cach chnh xac cho tong the c. Do o, sai so chon mau luon luon xuat hien, neu co viec chon mau.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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ieu nay van co gia tr bat chap ngi nghien cu can than the nao i na khi chon mau ngau nhien. Do o sai so nay la ket qua cua s ngau nhien. V sai so chon mau la ket qua cua s ngau nhien, nen no le thuoc vao cac quy luat xac suat. Sai so do chon mau co the c giam thieu bang cach tang kch thc cua mau. Co ngha la: Khi kch thc cua mau bang kch thc cua am ong th sai lech nay bang khong. 2) Sai so khong do chon mau: La cac sai so khac trong qua trnh thu thap thong tin khong do viec chon mau gay nen nh: Cac sai so xay ra trong qua trnh phong van, hieu chnh, nhap thong tin, x ly thong tin v.v.. Nh vay, sai so nay cang tang khi kch thc mau cang ln.

Nh vay ta co:

Trong nghien cu

= Chon mau

Khong chon mau

Tom lai: Sai so do chon mau va sai so khong do chon mau co the bieu dien qua hnh di ay, khi tang kch thc mau: Sai so chon mau SS khong do chon mau SS khong do chon mau mau SS khong do chon mau

SS chon mau
SS chon Tang kch thc mau mau

SS chon Mau = 0

SS khong do chon mau -> Max

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
IV/ CAC PHNG PHAP CHON MAU:

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Trong nghien cu Marketing, co nhieu phng phap chon mau, ngi ta chia thanh hai nhom chnh, o la: Chon mau theo xac suat ( Chon mau ngau nhien) va chon mau khong theo sac xuat (con goi la chon mau phi xac suat) 1) Chon mau theo xac suat: La phng phap chon mau, ma trong o nha nghien cu biet trc c xac suat tham gia vao mau cua cac phan t. Khi mau c chon theo phng phap xac suat, th cac thong so cua no co the dung e c lng hoac kiem nghiem cac thong so cua th trng nghien cu (am ong hay tong the). ieu nay cho phep chung ta tnh toan c quy mo, trong o tr so mau khac vi tr so tong the. S khac biet nay goi la sai so chon mau ma chung ta va e cap ben tren. 2) Chon mau khong theo xac suat: La phng phap chon mau, ma trong o nha nghien cu chon cac phan t tham gia vao mau khong theo quy luat ngau nhien. Nha nghien cu c the chon theo s thuan tien, theo anh gia chu quan hay chu nh cua mnh v.v.. V vay, nen khi mau c chon theo phng phap khong theo xac suat, th cac thong so cua no khong the dung e c lng hoac kiem nghiem cac thong so cua th trng nghien cu. * Noi chung, phng phap chon mau ngau nhien am bao tnh khoa hoc va co hieu qua hn trong viec chon ra c mot mau ai dien, chnh xac. Nhng trong vai trng hp, phng phap chon mau phi xac suat lai co tnh thc te va c a chuong hn. * Trong cong tac thu thap thong tin phuc vu cho quan ly kinh te, nen ap dung phng phap chon mau ngau nhien. Con phng phap chon mau khong ngau nhien co the c ap dung trong cac lnh vc ieu tra ac biet nh: ieu tra th hieu ngi tieu dung, tham do y kien khach hang v.v..

VII/ CAC PHNG PHAP CHON MAU PHI XAC SUAT:

Bao gom bon phng phap chon mau khong ngau nhien sau ay:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
1) Chon mau thuan tien: (Convenience Sampling)

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Phng phap chon mau thuan tien la phng phap chon mau khong ngau nhien, trong o la nghien cu tiep can vi phan t mau bang phng phap thuan tien. Ngha la nha nghien cu co the chon nhng phan t nao ma ho co the tiep can c. phng phap nay, viec chon oi tng (phan t) e phong van c hoan toan giao pho cho ngi phong van. Ho co the thc hien viec phong van vi bat c ngi nao ma ho gap ( trung tam thng mai, tren ng pho, hay tai nha van hoa thanh nien v.v..) Phng phap nay cung danh cho ngi c phong van (ngi c hoi) quyen tra li hay khong. 2) Chon mau phan oan: (Rudgement Sampling) Phng phap chon mau phan oan cung la mot phng phap chon mau khong ngau nhien. Nhng phng phap nay, nha nghien cu, van vien hay cong ty at hang nghien cu t phan oan s thch hp cua cac phan t e mi ho tham gia vao mau. Nh vay, tnh ai dien cua mau se phu thuoc vao kien thc va kinh nghiem cua nha nghien cu. V du: Phong van vien c yeu cau en cac trung tam thng mai chon cac phu n an mac sang trong e phong van- Van e can phan oan ay la: Phu n tre tuoi hay ln tuoi? The nao la sang trong? ieu nay hoan toan phu thuoc vao hieu biet va kinh nghiem cua ngi phong van e a ra phan oan ve oi tng can chon. 3) Chon mau phat trien mam: (Snowball Sampling) Trong phng phap nay, nha nghien cu chon ngau nhien mot so phan t cho mau. Sau o, thong qua cac phan t ban au nay, e ho gii thieu cac phan t khac cho mau. V du: Khi muon nghien cu ve cac nghe nhan nuoi chim, neu dung phng phap chon ngau nhien hoan toan th se rat ton kem; V the ta se dung phng phap chon mau phat trien mam, bang cach chon ngau nhien mot nghe nhan chi chim mi tham gia vao mau, sau o hoi nghe nhan nay ten cua nghe nhan khac, va c tiep tuc nh vay ta se co c cac nghe nhan nuoi chim tham gia vao mau. Nh vay, vi phng phap chon mau phat trien mam, nhng n v, phan t chon mau ban au c la chon bang cach s dung cac phng phap xac suat, nhng nhng phan t, n v bo sung tiep o c thu thap t thong tin c cung

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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cap bi cac n v, phan t ban au. V the, du la vi phng phap xac suat nao c s dung e la chon nhng phan t, n v chon mau ban au, th mau toan bo van c coi la mau phi xac suat. 4) Chon mau theo nh ngach hay mau kiem tra ty le (Quota Sampling): Trong phng phap chon mau theo nh ngach (goi ngan gon la chon mau theo quota), nha nghien cu se da vao cac ac tnh kiem soat xac nh trong am ong e chon so phan t cho mau theo cung ty le cua am ong. Co the hieu theo cach khac la: Nha nghien cu co gang bao am mau c la chon lam ai dien cho tong the, bang cach chon nhng n v lay mau da vao cac tham so chnh xac. V du: Ta co the lay mau gom nhng ngi la thanh vien mot vung (Tnh, thanh pho) nao o trong nc, da vao ty le theo cac so lieu ve dan c cua vung ay. Phng phap chon mau quota co thuan li la mau se phu hp vi cac tham so c chon cua tong the, neu cac phong van vien, nha nghien cu hay bat c ai tien hanh la chon thc s ap ng kht khao vi cac ty le mot cach chnh xac. Tuy nhien, chon mau theo quota cung co nhng nhc iem tiem an, co the pha huy tnh gia tr cua mot mau chon c, nhng nhc iem o la: + Cac cong tac vien tai hien trng phai than trong, va phai thoa man cac ty le mot cach chnh xac vi so ngi co nhng ac iem quy nh - Van e ay la viec kiem soat cac ty le c thoa man mot cach chnh xac la rat kho khan. + Tong the khong the c liet ke bang cac ac iem thch hp, va cac ac iem nay co the kho xac nh. Chang han, tuoi c hoi va bao cao khong ung s that. Mac du khi tien hanh chon mau theo quota, ta thng mac phai nhng sai sot ke tren, nhng chon mau theo phng phap nay thng c s dung rong rai va c coi la phng phap chon mau pho bien nhat trong thc tien nghien cu Marketing. e hieu ro hn ve phng phap nay, ta xet v du sau: V du: Mot thuoc tnh kiem soat, chang han ve tuoi: Gia s chon mot mau co kch thc n = 100 t mot tong the (am ong) co kch thc N = 1.000, trong o: Co 20% ngi tieu dung o tuoi t 20 -30; 40% t 31-40 va 40% t 41 - 50.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Nh vay, e chon u cac phan t cho mau co kch thc n = 100, th nha nghien cu se da vao ac tnh kiem soat (tuoi) c xac nh trong am ong e chon cac phan t cho mau theo cung ty le cua am ong tc la se chon: 20 ngi o tuoi 20 -30 (20%); 40 ngi o tuoi 31-40 (40%) va 40 ngi co o tuoi t 41 -50 (40%).

VIII/ CAC PHNG PHAP CHON MAU THEO XAC SUAT:

Khi chon mau, neu ta ch khao sat mot phan cua tat ca cac thanh vien trong tong the. Nh the, chung ta co the khong biet rang nhng anh gia t mau nay co phan anh c tong the hay khong? V vay, e nhan c mot mau ai dien tot, ta phai chon mot mau u ln va phai dung phng phap ngau nhien e chon cac phan t t tong the vao mau. Sau ay la bon ky thuat lay mau ngau nhien: 1) Chon mau ngau nhien n gian: Trong phng phap chon mau nay, cac phan t eu co xac suat tham gia vao mau la ong eu va nh nhau. Ngi ta, lay ra tng phan t mot, moi lan chon ch lay ra mot phan t cua tong the, trng hp nay n v chon mau cung la phan t cua tong the va e chon cac phan t cho mau, nha nghien cu dung bang ngau nhien. Bang ngau nhien la mot bang gom cac con so c viet ra mot cach ngau nhien, hoan toan lon xon va khong theo nh ky. Nhng con so nh vay co the c thu thap t nhieu bang a xuat ban, hay tai cac th vien. Nh vay, khi s dung cac so ngau nhien, no lien quan rat t vi o chech co the co oi vi cac thanh phan cua tong the a c ch nh. Cac so ngau nhien nay la nhng con so c chon hoan toan khong co s can thiep cua con ngi, v the moi con so co c hoi xuat hien ong eu vi moi con so khac. V du: Khi nha nghien cu lay mau la cac nam sinh vien ai hoc, kch thc mau mong muon oi hoi phai chon la 200 con so ngau nhien t 2000; va nh vay co 4 ch so. Neu ta an nh moi sinh vien mot con so t 0000 en 1999, con so nao co 4 ch so tren 1999 se bo qua. Cong viec cua nha nghien cu la bat au chon vi 2 cot au tien cua bang, va bat au chon t o xuong. ng nhien nha nghien cu co the thay oi iem khi au t cho nay. Nha nghien cu tien hanh chon bang cach khoanh tron nhng nhom 4 ch so ri vao khoang mong muon. Tc la ch co cac con so co 4 ch so di 1999 mi c chon ma thoi; cho nen phai can mot qua trnh chon la keo dai. Bat au pha tren, 1009 nho hn 1999, nen chung ta coi no

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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la mot trong 200 phan t cua mau va ngi sinh vien c an nh bi con so o bay gi se c chon trong mau. Con so ke tiep la 3560 qua ln, nen chung ta loai; con so ke tiep la 0452 c chon vao mau. Neu ch so ngau nhien t xuat hien hn mot lan, no se b loai ra. Qua trnh nay c tiep tuc tien hanh cho ti khi chung ta co tong so 200 con so ma cac sinh vien ai dien c chon vao mau. * Ta co phan bang so ngau nhien c nh dang nh sau: 1009 3560 0452 9901 8267 1205 .... 2786 4567 5896 3132 9091 8261 .... 3132 5233 6212 7121 1023 2122 .... .... .... .... .... .... .... .... .... .... .... .... .... .... .... 5032 6112 4233 5342 1992 1772 1865

Theo nguyen tac, phng phap chon mau nay hoan toan khoa hoc va ly tng, v tat ca cac thanh vien cua tong the eu co c hoi la chon ong eu. Tuy nhien trong nghien cu tiep th, phng phap nay t c dung, mac du n gian. Bi v no oi hoi mot khung chon mau gan nh hoan hao la ieu hiem co trong thc te. Ben canh o con phai co mot bang so ngau nhien thc s, e can c vao o ma chon oi tng. 2) Chon mau co he thong: phng phap nay, nha nghien cu tien hanh viec chon cac phan t cho mau bang cach: Chon ngau nhien iem xuat phat. T iem xuat phat nay, va da vao bc nhay e chon cac phan t tiep theo cho mau t khung mau c sap xep theo th t t 1 en N. Ta co: - Bc nhay - Ty le chon mau
N n n = N

V du: Neu ta muon chon mot mau co kch thc n = 100 t mot am N 1.000 = ong co kch thc N = 1000. Nh vay, ta co bc nhay la: = 10 n 100 e chon phan t au tien trong cac phan t t 1 en 10, chung ta dung phng phap chon mau ngau nhien n gian, chang han dung bang so ngau nhien cua sach thong ke hay may tnh cam tay, ta chon c phan t au tien mang so la 4.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Bc nhay la 10, co ngha la c 10 phan t ta lai chon 1 phan t, va c tiep tuc chon. Cho ti khi am bao kch thc mau n = 100. Nh vay, phan t th hai c chon vao mau la phan t th 14 trong khung mau (4+10), phan t th 3 la 24 v.v.. 3) Chon mau phan tang (phan to - hay chia li ong nhat: Stratified Sampling). ay la phng phap chon mau ma ngi ta chia am ong ra thanh nhieu nhom nho, co ac iem la: Cac phan t trong cung mot nhom co tnh ong nhat cao va cac phan t gia cac nhom lai co tnh d biet cao. Cac nhom nay lai co the c chia thanh nhieu nhom nho hn thoa man cung ac iem nh tren. e chon phan t cho mau trong tng nhom, nha nghien cu co the dung hai phng phap sau: Phng phap c thc hien theo ty le: Tc la so lng phan t chon cho mau trong tng nhom ty le vi so lng phan t cua nhom hoac: Khong theo ty le: Tc la so lng phan t chon cho mau trong tng nhom khong ty le vi so lng phan t cua nhom ma c chon theo mc o quan trong cua moi nhom. V du: Neu chung ta chon mot mau co kch thc n = 200 t mot tong the co kch thc N = 2000, c chia thanh 4 nhom. Cac nhom nay co kch thc va so lng phan t tham gia vao mau nh sau:

Phng phap Theo Ty le:

n 200 1 = = N 2000 10

Nhom1 = 600

Nhom 2 = 400

Nhom 3 = 200

Nhom 4 = 800

Tong cong

60 50

40 60

20 30

80 60

200 200

Khong theo ty le

So lng cac phan t chon vao mau cua tng nhom theo phng phap khong theo ty le c xac nh nhieu hay t theo tam quan trong cua moi nhom.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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4) Chon mau theo nhieu bc (hay chia lp d biet: Cluster Sampling): phng phap chon mau nay, ngi ta cung chia am ong ra thanh nhieu nhom nho, nhng vi ac iem la: Cac phan t trong cung mot nhom co tnh d biet cao, va cac phan t gia cac nhom co tnh ong nhat cao. Cac nhom nay lai co the tiep tuc chia thanh tng nhom nho na va phai thoa man cung ac iem neu tren. Sau o, chon ngau nhien mot so nhom va tien hanh chon cac phan t cho mau. Chang han, n v ho gia nh trong mot khu pho khi ta nghien cu phan khuc th trng. Trng hp trong cac th trng nghien cu neu cha co khung chon mau hoan chnh th dung phng phap nay la tien li nhat. V du: Neu ta chon mot mau co kch thc n = 100 t mot am ong co kch thc N = 1000. Gia s ta chia am ong nay thanh 8 nhom va chon ngau nhien 3 nhom. Sau o chung ta co the dung phng phap he thong e chon 100 phan t cho mau t 3 nhom nay. Tom lai: Cac phng phap chon mau bao gom trong bang di ay:

Cac phng phap chon mau

Chon mau theo xac suat

Chon mau khong theo xac suat

. Chon mau theo he thong . Chon mau phan tang (chia lp ong nhat) . Chon mau nhieu bc (chia lp d biet)

. Chon mau ngau nhien n gian

. Chon mau phan oan . Chon mau phat trien mam . Chon mau theo nh ngach (quota)

. Chon mau thuan tien

IX/ SO SANH HAI PHNG PHAP CHON MAU:

Trong nghien cu marketing, e i en quyet nh chon mau theo phng phap nao la thch hp? Nha nghien cu phai xem xet nhieu yeu to. Nhng yeu to chnh can quan tam la: muc tieu nghien cu, phng phap nghien cu, thi gian va chi ph. Qua viec nghien cu hai phng phap chon mau xac suat va ph xac suat tren, ta thay chung co mot so ac iem c ban c the hien trong bang sau:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
THEO XAC SUAT . Tnh ai dien cao . Tong quat hoa cho am ong Ton kem thi gian va chi ph Nghien cu mo ta va nhan qua

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U IEM NHC IEM PHAM VI S DUNG

PHI XAC SUAT Tiet kiem c thi gian va chi ph . Tnh ai dien thap . Khong tong quat hoa cho am ong Trong nghien cu kham pha.

X/ KIEM TRA QUA TRNH CHON MAU:

Kiem tra qua trnh chon mau la nham bao am ung oi tng, tao c s cong tac cua oi tng, hoi u so lng oi tng trong mau, va x ly cac trng hp i vang hoac khong tra li. Di ay la mot so dang kiem tra chu yeu: 1) Hoi ung oi tng: Muon hoi ung oi tng, can neu ro cac ieu kien e tuyen chon lam oi tng. Chang han: Khi nghien cu th trng bot giat hoac nc ra chen, th oi tng c chon e hoi va phong van phai la cac ba noi tr. Trng hp khi mau yeu cau la chu ho, nha nghien cu phai than trong xac nh ngi c hoi co ung la chu ho khong, nham tranh trng hp cha hoac me nh con cai, chong nh v tra li thay. Neu mau ieu tra la ngi nghien thuoc la, ta can xac nh nghien ay la hut bao nhieu ieu thuoc mot ngay. Ngay ca neu mau la nhng ngi i mua sam cac trung tam thng mai, van co s khac biet gia cac khach hang i mua sam vao ngay chu nhat va cac khach hang mua sam ngay thng. 2) Tao s cong tac cua oi tng c hoi: Tao c s cong tac cua oi tng c hoi, c coi la ieu kien bao am thanh cong cho cuoc ieu tra. Tuy nhien, co mot thc te can lu y la: Cuoc phong van cang dai th so ngi t choi tra li cang nhieu. Them vao o, so ngi t choi tra li va bo ngang cuoc phong van cung thay oi tuy theo sc hap dan cua cuoc phong van nh the nao. 3) Ty le hoan tat:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Ty le hoan tat la ty le nhng oi tng tiem tang trong mau a thc s tham gia vao cuoc ieu tra vi t cach la ngi c hoi (ap vien). Du cho he thong chon mau co chnh xac en au chang na nhng neu co qua t ngi cuoi cung c hoi hay c quan sat, th he thong o cung khong mang lai ket qua. Ca trong chon mau theo xac suat va khong theo xac suat, ta eu phai e ra va tuan thu nghiem ngat cac tieu chuan ve ket qua can at c, neu muon s dung cac so o ve o chnh xac cua cong trnh nghien cu. Theo nh cac nha nghien cu th, e co c cac ket qua ang tin mc toi thieu, t nhat phai phong van c 50-60% oi tng c chon vao mau. Neu phong van nhng oi tng khac trong danh sach tong the nghien cu e thay the vao cho trong, ta se lam sai lech ket qua. Ly do la nhng oi tng khong tra li th hoan toan khac vi nhng oi tng chu tra li phong van. V vay, neu phong van bang th, nen trnh bay hap dan e oi tng chu m th ra oc, Neu phong van bang ien thoai, phai chon thch hp va co gang goi lai hai, ba lan e tiep xuc cho bang c oi tng. 4) X ly cac trng hp ban viec va khong tra li: Cha khoa e giai quyet hai van e nay la co gang tm hieu chung. Chang han, v sao oi tng ban viec hay vang nha? Co khi v cong viec lam an ma ca v lan chong eu vang nha, do o khong the tra li ien thoai vao ngay thng. Trong khi o, ngay chu nhat th ho lai ban bu viec mua sam, oan tu gia nh, nen khong muon ngi ngoai quay ray ho v.v... e khac phuc tnh trang nay, can huan luyen mot oi ngu van vien cho that lanh nghe, nham cuon hut oi tng vao cuoc phong van mot cach thch thu ngay khi tiep xuc c. Nh vay, qua nhng van e va trnh bay ben tren, ta thay cong viec chon mau nghien cu la mot cong viec khong may de dang. Viet Nam, nha nghien cu hau nh phai t thiet ke va chon mau. Trong khi o cac nc phat trien, e lam cong viec nay, co the nh en rat nhieu ngi tr giup e chon mau; o la: Nhng co van chon mau, nhng cong ty cung cap danh sach ngi tieu dung u loai, nhng cong ty chon mau chuyen nghiep.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing C. QUYET NH VE KCH THC MAU:

I/ MOT SO KHAI NIEM:
1) Mc o chnh xac cua cong trnh nghien cu:

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Mc o chnh xac cua ket qua ieu tra la mot ham so theo quy mo (kch thc cua mau. Mc o chnh xac cua ket qua gia tang ty le thuan vi bnh phng cua quy mo mau. Noi mot cach khac, mc o chnh xac se gia tang theo can so bac hai cua s gia tang quy mo mau. V du: Khi tang quy mo mau len gap 2 lan, chang han t 500 phan t len 1000 phan t can ieu tra, luc nay mc o chnh xac cua ket qua se gia tang thanh can so bac hai cua 2, tc la 1,4 hay 140%. ieu nay cho thay mc o chnh xac cua ket qua gia tang khoang 40% so vi trc ay. ay la quy luat ta a hoc trong ly thuyet xac suat, no ch ap dung cho cac mau chon theo phng phap xac suat hay ngau nhien hoan toan. Co mot iem quan trong can phai lu y phan biet, o la: Va roi ta noi en mc o chnh xac hay mc o ang tin la do viec chon mau mang lai, ch khong e cap en cac ket qua at c chnh xac en mc o nao. Ly do la: Mc o chnh xac cua cac ket qua con tuy thuoc vao rat nhieu yeu to (ngoai yeu to chon mau ke tren) nh: - Cac cau hoi co hoan chnh khong? - Ngi phong van co gay tac ong en ket qua khong? - Ngi c hoi co tra li sai khong? (Chang han do tr nh kem hay khong hieu cau hoi) v.v.. Hay noi cach khac, neu cac yeu to va ke tac ong tng t nh nhau trong hai cuoc ieu tra tng t, th khi chon cung mot quy mo mau nao o cho ca hai cuoc ieu tra nay, ket qua thu c se tng t nh nhau. 2) Khoang tin cay: Khoang tin cay la mot so c lng, mang dau cong hay tr ve tr so cua thong so cua tong the nghien cu. Khoang tin cay giup ta co the biet vi xac suat la bao nhieu th so trung bnh cua tong the nghien cu se nam ben trong gii han thong ke nh san.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Hay noi mot cach khac, mot khoang nao o bao gom tr so that cua trung bnh tong the, va khoang nay c goi la khoang tin cay. Xac suat cua trung bnh mau nam trong khoang tin cay c goi la he so tin

cay.

Thong thng, cac nha nghien cu hay nha quan tr Marketing an nh mc tin cay la 95%. Ngha la co t 95 c hoi tr len trong 100 c hoi la cac so lieu ieu tra c bao cao se nam trong mot khoang tr so nh trc cua thong so. Mc tin cay nay cho phep ket qua nghien cu co sai so 5% so vi gia tr thc cua tong the, va mc sai sot o thng c chap nhan oi vi phan ln cac quyet nh trong nghien cu Marketing.

II/ XAC NH QUY MO (KCH THC) MAU:

Mot trong nhng van e c ban nhat va cung kho nhat phai giai quyet khi lap ke hoach ieu tra chon mau la quyet nh quy mo mau phai ln c nao. Van e c mau nao la thch hp la mot cau hoi phc tap. V viec lay mau co o ln u e ap ng muc ch cua nha nghien cu co the oi hoi phai co mot lng thi gian, tien bac va nhan lc rat ln. Chnh s oi hoi tng quan gia thong tin tang them vi chi ph cung nh cac nguon tai nguyen them vao a lam cho viec xac nh c mau thch hp tr nen kho khan. Khi nha nghien cu xac nh mot c mau th cac yeu to nh: So lng phan t c chon a vao mau phai khong c qua t e gay ra sai so lay mau qua ln en noi khong the chap nhan c, hoac so lng phan t c a vao mau khong c qua nhieu khien cho chi ph nghien cu tang len va giam i hieu qua cua cong trnh nghien cu. Viec xac nh ro c mau phu hp cung c xem la mot nghe thuat nh cong viec thiet ke bang cau hoi. Muon giai quyet van e quy mo mau ta phai da tren cac yeu to chu yeu sau: + Mc o chnh xac yeu cau oi vi tham so can c lng + Cac phng sai tong the hay c lng phng sai can thiet tuy theo tng phng phap chon mau. (Phng sai la s o lng mc o phan tan cua mot tap so o xung quanh trung bnh cua no bieu th s on nh va chnh xac cua tong the.) + Chi ph chung cho cuoc ieu tra, chi ph cho mot n v mau. + Quy mo cua tong the nghien cu (Trong trng hp chon khong lap). Viec xac nh quy mo mau co hai trng hp: . Th nhat la: Xac nh quy mo mau can thiet theo mc o chnh xac yeu cau: Tc la neu khong quan tam en yeu to chi ph khi xac nh quy mo mau, ta ch

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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can can c vao mc o chnh xac theo yeu cau cua ngi s dung thong tin oi vi ket qua ieu tra mau ma tnh toan so mau can thiet. . Th hai la: Xac nh quy mo mau trong moi quan he gia chi ph va sai so chon mau: Trong thc te, ng dung phng phap chon mau thng gap tr ngai ve kinh ph ieu tra. Viec kinh ph khong u e tien hanh cuoc ieu tra vi quy mo mau can thiet thng dan en so n v mau phai ieu chnh thap hn theo yeu cau, e giam chi ph cho cuoc ieu tra. Tuy nhien, viec ieu chnh nay khong nen tien hanh tuy tien, ma phai da vao ly thuyet chon mau e bao am can oi gia chi ph va sai so chon mau theo mot trong hai hng sau: (1) Sai so chon mau thap nhat ( hay mc o chnh xac cao nhat) vi chi ph nh trc. (2) Chi ph toi thieu vi sai so chon mau theo yeu cau at ra trc. Nh vay, cac yeu cau ve xac nh kch thc mau co the c tom tat nh

sau:

vi thong so cua tong the. Tc la o ln cua sai so phai nam trong ung sai cua muc ch ra quyet nh.

c Xac nh sai so co the chap nhan, chap nhan gia c lng quy mo

c gia sai so cua thong tin tong the? Chang han, neu ta muon co ket qua nghien cu vi mc tin cay 100% th phai khao sat toan bo cac phan t cua tong the: ay la ieu qua ton kem va khong thc te. Trong thc te cac mc tin cay thng c s dung la 99%, 95%,90% trong o mc tin cay 95% c s dung pho bien nhat.

d Xac nh mc o tin cay, ma ta muon co trong c lng quy mo co

c quy nh.

e Xac nh he so tin cay Z gan lien vi mc tin cay mong muon nh f

c tnh o lech chuan cua tong the. (Chnh la can bac hai cua phng sai: (X) = D( X ) )

g S dung cong thc thong ke thch hp. h a ra mau thch hp.

Tom lai: Mot qua trnh la chon kch thc mau se theo uoi cac van e sau ay: - nh ro sai so co the chap nhan - nh ro he so tin cay. - anh gia o lech chuan. - S dung cong thc thong ke thch hp.

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Tuy nhien, quyet nh cuoi cung ve quy mo cua mai lai thuoc ve nha quan tr Marketing, ch khong phai chuyen gia thong ke ve chon mau; vai tro cua nha thong ke ay ch la ngi cung cap thong tin e nha quan tr ra quyet nh. Thong thng, nha quan tr Marketing can nhac mc o quan trong cua mot van e marketing nao o. Ho se can nhac gia chi ph bo ra e nghien cu va gia tr cua ket qua nghien cu khi ap dung vao thc tien. Do o, chi ph a tr thanh bien so quyet nh trong qua trnh la chon quy mo mau cua nha quan tr va nha nghien cu.

III/ KCH THC MAU TRONG PHNG PHAP CHON MAU PHI XAC SUAT.
Nhng ban luan ve viec xac nh kch thc mau neu tren, ch e cap en cac mau xac suat c chon mot cach ngau nhien. Ngoai ra cac phan t cua mau co the c chon theo muc ch, bang phng phap chon mau co chu y (phi xac suat). Cac phng phap tnh toan theo quy trnh xac nh quy mo mau theo xac suat khong ap dung c oi vi phng phap chon mau phi xac suat. Bi v tnh xac suat khong ton tai khi co s chon la co chu y. Quyet nh ve kch thc mau phi xac suat thng c thc hien mot cach chu quan. Nha nghien cu chon c mau ma theo cam tnh cua ho, la ai dien cho tong the. Thng th nha nghien cu phai s dung phan oan va kinh nghiem cua mnh. oi khi nha nghien cu lay mau en khi nao at c ket qua mong muon ve o tin cay. Trong nhieu cuoc nghien cu, s han che ve tai chnh van la yeu to quan trong nhat oi vi viec xac nh c mau thch hp. Neu kinh ph phan bo cho cong viec chon mau la co nh, th nha nghien cu phai chon kch thc mau sao cho no nam trong pham vi cua ngan sach. [\

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CHNG 7: PHAN TCH THONG TIN

I/ CHUAN B D LIEU VA X LY:
1) Nguyen nhan gay sai lam trong nghien cu thc a:
Hai muc tieu chu yeu cua nghien cu thc a nham thu thap d kien la: - Toi a hoa nhng thong tin thch hp. - Toi thieu hoa nhng sai so do lam lan cua ngi phong van. V vay, trong hoat ong ieu tra, thu thap d kien tai hien trng, neu nha nghien cu biet lng trc c va hieu ro nhng loai sai sot co kha nang xay ra, th nha nghien cu nay co the d kien c nhng hanh ong, bien phap e giam thieu toi a nhng sai sot o. Sau ay, la mot so nguyen nhan gay sai so trong thu thap thong tin: 1.1 Thiet ke bang cau hoi kem. Khi bang cau hoi c thiet ke khong at yeu cau vi nhng cau hoi a ra phong van thieu hap dan va khong ro rang, se khien ngi tra li hieu theo nhieu cach dan en ket qua thu c t cau tra li la khong chnh xac. 1.2 Hng dan phong van vien khong ky lng: Cho du viec thiet ke bang cau hoi co tot va hoan chnh nhng neu phong van vien khong c hng dan va chuan b chu ao va can ke, th nhieu khi cung gay ra nhng lam lan ang tiec trong qua trnh phong van. Chang han, khi khong c giai thch ay u ve tnh chat cua cuoc ieu tra, hoac co c giai thch nhng khong chnh xac. ieu nay se lam cho ngi phong van khong theo sat nhng yeu cau, hng dan cua bang cau hoi. oi vi cac cau hoi m (khong nh trc cau tra li), ngi phong van phai tm cach at them mot so cau hoi ngoai ban hng dan va neu anh ta khong bam sat yeu cau c at ra, th kha nang b chech hng cang tang. 1.3 Ky thuat phong van kem: Neu ngi phong van khong tao c moi quan he tot gia hai ben (gia ngi phong van va ngi c phong van), th oi tng phong van se co the khong tra li hoac khong chu y en noi dung cau hoi. Ben canh o, neu cac phng

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phap ky thuat phong van cu ky, lac hau cung dan en nhng sai lech trong thu thap thong tin. Mat khac, neu ngi phong van khong tao c cam tnh hay khong nhan manh van e, hoac khong cho oi tng co u thi gian suy ngh ve van e c neu ra, th dan en ngi c hoi tra li la toi khong biet hay tra li thieu chieu sau. 1.4 Sai lam do la chon oi tng. Co 3 loai sai sot co the xay ra khi chon mau ngi tra li: - Nhan c thong tin t mot a iem sai - Nhan c thong tin t mot ngi khac khong thch hp. - Bo sot thong tin t nhng ngi a c d kien phong van trong mau thiet ke. 1.5 Sai lech do khong tra li: Khong tra li la sai sot thng xay ra, sai sot nay chu yeu xuat phap t: - Thong tin khong en c ngi tra li theo d kien bi v: thong tin khong thch hp, oi tng vang mat, hay do khong co no lc can thiet e tiep xuc vi oi tng c phong van. - Ngi tra li khong cung cap thong tin theo yeu cau. 1.6 Sai sot trong luc ghi nhan: Trong qua trnh phong van va ghi chep lai nhng thong tin t ngi c hoi, thng gap phai mot so sai sot. Co the la do: Ngi phong van co qua t thi gian, hoac khong u cho e ghi, phai tm cach viet tat hoac ghi that nhanh. ieu nay co the lam anh hng en noi dung cua cuoc phong van. Chang han, ngi phong van co the dung cau cua mnh thay cho cau cua ngi c phong van, hoac mot cach vo thc sa oi cau tra li theo cach nhn nhan cua mnh. Trng hp la nhng bang cau hoi trac nghiem, ngi phong van oi khi co the anh dau sai. oi vi nhng cuoc phong van co tnh cach than mat va co chieu sau, oi hoi phai ch en luc ket thuc mi bat au ghi chep. ieu nay cung de dan en mac phai sai lech trong viec ghi chep. Rieng nhng cau hoi co nhieu cach tra li tren ien thoai, cung gay rat nhieu kho khan, v ngi phong van va phai loi cuon s chu y cua ngi tra li, va phai ghi chep. Trong tnh trang lam viec cang thang nh vay, rat de dan en viec pham phai sai sot trong luc ghi chep d lieu.

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1.7 Sai sot do s gia mao: oi khi ngi phong van a vao nhng cau tra li gia, v ho thay rang ngi tra li khong the tra li hoac bo sot mot cau hoi nao o. Tuy nhien, ieu nay khong nguy hai bang viec lam gia nguyen ca cuoc phong van. ay khong phai la sai sot na ma la mot s doi tra. Viec gia mao oi luc xay ra khi ngi phong van i cong tac mot vung qua xa xoi, khong the giam sat c. Ta co the giam thieu va han che s gia mao bang cach tuyen chon nhng van vien ang tin cay va ap dung nhng phng phap quan ly hu hieu.

2) Hieu chnh d lieu:

Muon chuyen cac bang cau hoi a c tra li ay u thanh cac bieu, ta can thc hien 3 bc: Hieu chnh - Ma hoa va xac nh tan so: e tang chat lng cua thong tin, sau khi thu thap xong, chung ta phai tien hanh hieu chnh trc khi nhap e x ly. Hieu chnh la tham tra lai cac bang cau hoi (hay cac dang so lieu khac), e chnh ly hoac sa cha cac cau tra li. Ngi hieu chnh khong phai la ngi kiem duyet, cat xen moi th trai vi y mnh e cho ra mot ket qua nh trc. Ma hieu chnh ay la t so lieu co san, neu bat len y ngha sau sac nhat. Mot trong nhng muc tieu cua hieu chnh la nham loai bo hay giam ti mc thap nhat cac sai lam trong cac so lieu tho (so lieu cha x ly). Co hai dang sai lam, o la: Sai lech do ngi phong van va sai lech do ngi tra li. . Nhng sai lam do ngi phong van thng la: Co the anh dau nham o tra li, hoac ho quen hoi tiep mot cau hoi nao o thch hp v.v.. . Con oi vi ngi tra li, nhng sai lam thng gap phai la: Ho co the thieu nhat quan gia cac cau tra li trc o va cau tra li sau nay, hoac a nhng cau tra li khong ay u hay khong thch hp. Nh vay, thong qua viec kiem tra lai tnh chat nhat quan trong mot bang cau hoi, cong tac hieu chnh giup nang cao c chat lng cua so lieu tho. Qua trnh hieu chnh c tien hanh di mot trong hai dang, hoac ca hai dang phoi hp la: Hieu chnh bang ngi va hieu chnh bang may vi tnh.

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sau:

oi vi cong viec hieu chnh thong tin thng c chia thanh hai bc nh

cach:

Hieu chnh tai hien trng ( Field editing): Bc hieu chnh nay do bo phan thu thap thong tin thc hien gom co: - Phong van vien hieu chnh ngay sau khi ket thuc phong van, bang + Phong van lai cac cau hoi bo sot. + Hoan chnh cac phan viet tat, ky hieu viet cha kp.

- Giam sat vien thc hien hieu chnh khi cac phong van vien do mnh quan ly nop cac bang cau hoi ho a hieu chnh xong. Giam sat vien se kiem tra ve: + Tnh hoan tat? + Tnh hp ly gia cac cau hoi trong tng bang cau hoi va gia cac bang cau hoi? + Ro rang? + Phong van co nghiem tuc khong ? Hieu chnh tai trung tam (Central editing): ay la bc hieu chnh do bo phan x ly thong tin thc hien trc khi nhap thong tin e x ly, nham kiem tra toan bo cac loi va nhat la am bao tnh hp ly cho tng cau hoi, tng bang cau hoi va gia n bang cau hoi.

3) Ma hoa d lieu:
Bc tiep theo trong viec chuan b d lieu, la phai ma hoa d lieu - o la mot qua trnh lien quan en viec nhan dien va phan loai moi cau tra li bang cach gan mot con so hay mot ky t (Chang han so: 1,2,3,4 hay cac ky t 1a.1b,1c v.v..) tng trng cho mot cau tra li ghi trong bang cau hoi. Cong tac ma hoa nham chuyen dch cac d lieu tho (cac cau tra li) thanh mot dang n gian hn va de hieu hn. Nhat la khi dung vi tnh x ly so lieu, bat buoc phai ma hoa. Do o viec ma hoa la het sc can thiet. Viec ma hoa khong nen giao cho ngi cha co kinh nghiem, nhat la oi vi viec ma hoa cac cau tra li t do oi vi cac cau hoi m. Cong tac nay phai lam tap trung, khong nen phan tan cho cac ca nhan ieu tra tai hien trng, v se gay roi loan do thieu thong nhat trong quan niem va trong ma so s dung. 3.1 Cac thu tuc ma hoa:

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Cong viec ma hoa co the lam vao mot trong hai thi iem la: Ma hoa trc va ma hoa sau. a. Ma hoa trc: Muon tranh sai lam, cung nh e tiet kiem thi gian va tien bac khi x ly, ngi ta thng tien hanh ma hoa trc cac bang cau hoi. Ma hoa trc la viec quyet nh chon cac ma so t khi thiet ke bang cau hoi, v the, ta co the in cac ma so len ngay cac bang cau hoi nay. Hnh thc ma hoa nay thch hp nhat cho nhng cau hoi thuoc dang tra li: co - khong; hay dang chon cac cau tra li ghi san. oi vi cac cau hoi loai nay, nha nghien cu a nh ro c cac cau tra li va do o de dang ky hieu cho cac cau tra li o, viec lam nay co tac dung lam giam i rat nhieu khoi lng cong viec trong bc chuan b xu ly d lieu sau nay. e lam ro, ta hay xem xet v du di ay ve bang cau hoi vi cac cau tra li a ma hoa trc t 1 en 7. Cau hoi: Xin ong/ ba vui long cho biet ve cap hoc sau cung cua ong/ba: - Khong i hoc 1 - Biet oc, biet viet - Cap 1 - Cap 2 - Cap 3 - Trung hoc chuyen nghiep - ai hoc va tren ai hoc 2 3 4 5 6 7

b. Ma hoa sau: Ma hoa sau la ch en khi thu thap xong d lieu ta mi tien hanh ma hoa, vi loai nay, nha nghien cu phai xem xet ngau nhien khoang 30% cac bang cau hoi a c tra li e tnh toan xem co khoang bao nhieu loai tnh huong. Tra li va ma hoa cac loai tnh huong tra li o. Sau khi a xac nh c cac loai tnh huong tra li, nha nghien cu phai ra soat lai toan bo cac bang cau hoi a phong van, e xem xet xem co con tnh huong tra li nao khac na khong, roi mi tien hanh ma hoa. Kinh nghiem thc te cho thay rang, e tien li cho viec phan tch, ta nen a ve khong qua 10 loai tnh huong tra li cho mot van e nao o.

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Loai ma hoa nay ch dung vi nhng cau tra li thuoc dang cau hoi m. V du: Khi ta muon nghien cu ve thai o cua ngi tieu dung la nhng ngi uong bia ve ly do uong bia, ta se nhan c vo so ly do t cac cau tra li nh sau. . Ngi th uong bia v ly do lam cho ho sang khoai . Ngi khac v bia giup ho de dang trong giao tiep. . Ngi khac na th uong bia e t ban thng cho mnh sau khi a lam viec cc nhoc. . Mot so uong bia v giup ho giai khat, hoac cam thay thch thu vi hng v cua bia. . Mot so khac cho rang uong bia t hai hn uong ru v.v.. Nh vay, ta nhan thay rang, tat ca cac ly do tren t cac cau tra li nhan c t nhng ngi c hoi eu ram roi va khong theo mot trat t nao ca. Song neu ta gom nhng ly do o lai, va a chung vao nhng tnh huong c xac nh, th ta se thay chung co y ngha. Chang han, ta co the xep tat ca cac ly do tren a ve nhng tnh huong nh: Ly do xa hoi, t1ac ong than xac, hng v, ban thng cho no lc, giai khat hay sc khoe. 3.2 Cac nguyen tac thiet lap cac kieu ma hoa: Nham lam cho chc nang ma hoa c tot hn, trong viec thiet lap cac kieu ma hoa, ta phai tuan theo mot so nguyen tac sau: a. So kieu ma hoa thch hp: So kieu ma hoa can phai u ln: e bao quat c het cac s khac biet trong cac d lieu. Neu so lng ma t qua, th dan en mot so thong tin quan trong co the khong c bao quat (tc la khong c a vao ma hoa). b. Nhng thong tin tra li giong nhau trong cac loai ma: Nhng thong tin tra li c xep trong cung mot loai ma th phai tng t nhau ve ac trng ang nghien cu. c. Nhng s khac biet cua cac thong tin tra li gia cac loai ma hoa Vi mot ac trng ang c nghien cu, nhng s khac biet ve cac thong tin tra li gia cac loai ma phai khong giong nhau en mc u e xep vao cac loai ma khac nhau. V du: Ta ang nghien cu ac trng ve tuoi tac cua oi tng c hoi, gia s ta tien hanh ma hoa nh sau: Tnh huong tra li - Nho hn hoac bang 20 tuoi - T 21 tuoi en 30 tuoi Ma hoa T1 T2

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Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
- Tren 30 tuoi T3

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Neu co mot cau tra li la: 20 tuoi 4 thang, th luc nay khong ro la nen xep vao cot T1 hay T2. V T1 20 tuoi va T2 phai t 21 en 30. Do o, luc nay ta phai tuan theo nguyen tac lam tron so, tc la lam tron 20 tuoi, va c xep vao T1. d. Nguyen tac loai tr gia cac loai ma hoa: Cac loai ma hoa phai khong c chong cheo len nhau. Ngha la, ta phai thiet lap chung lam sao e bat c tnh huong tra li nao cung ch c xep vao mot loai ma ma thoi. (tc la: a xep vao loai nay th khong c xep vao loai khac) e. Nguyen tac toan dien: Theo nguyen tac nay, cau truc cua mot loai ma phai bao quat c tat ca cac tnh huong tra li, sao cho tat ca cac tnh huong tra li eu c ma hoa. V du: Nh tnh huong tra li khong biet hoac khong co cau tra li cung eu phai c a vao ma hoa. g. Nguyen tac ong kn nhng khoang cach lp: ong kn, co ngha la khong c e m khoang cach lp cua ma hoa. Bi v viec khong ch ro nhng gii han ve khoang cach lp se lam m nhat i nhng gia tr phan tan hai au mut cua day phan phoi, va do o se khong cho phep tnh toan c gia tr trung bnh cua nhng quan sat trong moi khoang cach lp. V du: Ta xem xet viec ma hoa vi nhng cau hoi sau ay ve thu nhap bnh quan au ngi/ thang cua nhng ngi c phong van ang lam viec trong cac cong ty lien doanh vi nc ngoai: Mc thu nhap 50 USD - 100 USD Tren 100 USD - 200 USD Tren 200 USD - 300 USD Tren 300 USD - 400 USD Tren 400 USD - 500 USD Ma hoa R1 R2 R3 R4 R5

Qua v du tren ta thay, neu ma hoa nh vay th se cha am bao ong kn nhng khoang cach lp, v vi cac tnh huong tra li mc thu nhap di 50 USD hoac tren 500 USD cha c ma hoa, mac du tan suat xuat hien cac gia tr hai au mut nay rat nho. tren ta a e cap en cac thu tuc va mot so nguyen tac thiep lap cac kieu ma hoa. Sau ay chung ta hay cung xem xet 3 cach ma hoa can dung e x ly ba loai so lieu c ban thu c t cuoc ieu tra, o la:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
Ma hoa bang ten, ma hoa nh lng va ma hoa nh tnh.

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3.3 Ma hoa bang ten: Ma hoa bang ten ap dung cho cac mat hang hay nhan hieu, cac cong ty hay cac muc khac nh ten chng trnh truyen hnh hoac radio. Neu la cong trnh nghien cu ve san pham, ta ch can liet ke trc ten cac mat hang se chiem a so trong cac cau tra li ( chang han ve ti vi, ta co the liet ke ten nhan hieu Sony, JVC, National v.v..). Tng t nh vay vi viec liet ke trc ten cac n v san xuat hay ban le. 3.4 Ma hoa nh lng: Loai nay c dung cho cac cau hoi yeu cau phai tra li bang con so. Co mot ieu can lu y la du ta hoi ve van e nh lng nao, th cac phan nhom hay phan to phai khong c trung lap nhau.

V du: Neu ta phan nhom theo la tuoi nh sau: T 20 - 30 tuoi T 30 - 40 tuoi T 40 - 50 tuoi v.v.. Nh vay, oi vi nhng ngi vao tuoi 30 hay 40 th ta se khong biet xep ho vao phan to th nhat, th 2 hay la th 3. V the, ta can phai oi cach phan nhom theo dang sau e khong b trung lap: T 20 - 30 tuoi Tren 30 - 40 tuoi Tren 40 - 50 tuoi v.v.. Ma hoa nh lng c ap dung cho hai loai cau hoi: ong va m. + Cau hoi ong la loai cau hoi ma cau tra li co the nh trc trong mot khoang tr so nao ay. Chang han cac cau hoi ong mang tnh nh lng sau ay: . Ong/Ba mang giay c so may? Hay: .Hang thang Ong/Ba cung gia nh an cm tiem may lan? v.v.. + Trai lai, cac cau hoi m v e cho oi tng c tra li t do, nen viec ma hoa thng kho khan; v ta khong biet trc c phan phoi tan so cac cau tra li. 3.5 Ma hoa nh tnh:

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Cac cau hoi dang nh tnh la loai cau hoi theo kieu am thoai, ngi tra li thng neu ra cac mo ta, s giai thch va a ra cac ly le. V la cau hoi m, nen khong co mot danh sach cac cau tra li e ngi c hoi chon la. Do o cac cau tra li nhan c rat khac biet nhau, va rat kho tong hp chung e mang lai cho chung mot y ngha thong ke. Muon thiet lap ma so cho cac cau tra li nh tnh, can phai suy ngh that ky ve y o cua cau hoi va thong tin ma cau tra li em lai, se ong gop ra sao cho viec giai quyet van e nghien cu. V du: Khi muon nghien cu ve chng trnh quang cao tren ti vi, nha nghien cu a ra mot cau hoi mau e oi tng nh lai va ke ra noi dung cac chng trnh ho a xem, nham xac nh xem lieu oi tng a thc s xem chng trnh o khong. Viec ma hoa cac cau hoi kieu nay rat kho, oi hoi nhieu kinh nghiem va thi gian. e xay dng cac khung phan loai, hay cac ma so cho cac cau tra li nh tnh, ta cung phai lu y en quan iem cua ngi tra li.

4) Tom tat, thong tin:

Khi tap hp cac d lieu t cac nguon thong tin thu c, nha nghien cu can phai tom tat cac thong tin nay e chuyen chung thanh nhng thong tin co y ngha. e tom tat cac thong tin thu thap c, ngi ta thng s dung 3 dang chnh o la: - Dang thong ke - Dang bang - Dang bieu o. 4.1 Tom tat thong ke: 4.1.1 Ban chat va chc nang cua phan tch thong ke: Phan tch thong ke co the c hieu theo khai niem, o la s thao tac va chat loc d lieu e rut ra cac suy luan logic. Cac phng phap phan tch thong ke co the cho phep rut ra nhng ket luan co can c hoac ch co tnh chat be mat cua hien tng. ieu nay hoan toan tuy thuoc vao s khach quan cua ngi nghien cu trong viec la chon cong thc va cac nguon d lieu nhap, cung nh s hieu biet cua ho ve cac cong thc va cac nguon xuat d lieu.

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4.1.2 o lng mc o tap trung cua d lieu: Viec o lng nay con c cac nha phan tch va thong ke goi la o lng xu hng tap trung. Cac so o cua no goi la cac so trung bnh. Co 3 cach n gian nhat e o lng mc o tap trung cua d lieu la: Mot (mode), Trung v (median) va so trung bnh (mean) a. Mode: La gia tr co tan so xuat hien ln nhat cua mot tap so o. noi cach khac, mode la loai cha so lan quan sat c nhieu nhat. Trong nghien cu marketing, mode la mot so trung bnh thng t c dung, mac du no de xac nh va co kha nang xac nh nhanh. b. Trung v (Median): So trung v thien ve gia tr trung bnh tieu bieu nhat cua cac gia tr trong day phan phoi; no la gia tr nam ung ngay gia gia tr cao nhat va gia tr thap nhat. Co ngha la so lng cac trng hp ben tren va ben di trung v bang nhau. Trc khi chon gia tr trung v, ta can phai xep cac d lieu theo mot th t t di len hay t tren xuong . So trung v co u iem cho la no tranh c anh hng cua cac trng hp cc oan hai au mut cua day phan phoi cac trng hp (chang han: trng hp cc ky giau co va trng hp cc ky ngheo tung v.v..) c. Gia tr trung bnh hay trung bnh so hoc (mean): No la tong so gia tr (hay cac tr so) chia cho so trng hp.

1 n xi n i =1 V so trung bnh phai da vao toan bo cac tr so co c, nen neu co mot tr so qua ln hay qua nho, no se tac ong en tr so trung bnh.
Cong thc chung la: X =

Cac ac tnh toan hoc cua so trung bnh, ong vai tro rat quan trong khi cac d lieu cua mau c dung e suy luan ra tong the. Phng phap trung bnh so hoc rat thch hp khi phan tch cac d lieu theo khoang cach. ay la phng phap thng c s dung nhieu nhat trong nghien cu maketing. e lam ro them ve cac so trung bnh noi tren, chung ta hay xem xet v du V du: Ta co bang thu thap cua 25 ho gia nh trong 1 cuoc ieu tra nh sau:

sau:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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1.000 950 900 800 750

730 700 680 650 640

630 620 600 500 500

VT: 1.000 450 290 400 270 380 250 350 240 300 200

Qua bang ta co: - So trung bnh (TB so hoc): 151,1 - So trung v: 600 (co 12 trng hp co tr so ln hn va 12 trng hp nho hn 600) - Mode: 500 (Tr so mode xuat hien 2 lan, trong khi cac tr so khac ch xuat hien co 1lan) Trng hp so trung bnh va so trung v xap x bang nhau, ta nen dung trung bnh so hoc, v o la con so pho bien nhat va de hieu nhat. - Nhng khi so trung bnh va so trung v khac biet nhau qua xa, ta nen dung so trung v, v no mang tnh ai dien cho mau nghien cu nhieu hn. Nh vay, trong nghien cu marketing, ta se quyet nh nen dung so trung bnh hay so trung v hoac ca hai, tuy vao ban chat cua s phan phoi so hoc, ca hai loai so o noi tren co the gan ngang nhau hoac khong. 4.1.3 o lng mc o phan tan cua d lieu: tren, chung ta a e cap en o lng mc o tap trung cua d lieu, phng phap hoi tu nay co the c tnh toan nh nhng con so rieng le ac trng cho gia tr trung tam cua day phan phoi. Tuy nhien, chung khong noi g en kha nang m rong hay chia nho cac d lieu quan sat. Nhieu phng phap phan tan a c khai thac e so sanh s m rong cua 2 tap d lieu va tnh ac trng cua cac gia tr trung bnh. Chang han nh, neu cac d lieu c m rong nhieu qua, th viec dung gia tr trung bnh e quan sat tnh hoi tu, se khong the ai dien cho cac d lieu ang nghien cu. Di ay la hai loai ac trng phan tan rat co ch trong lnh vc tiep th, o la: Khoang bien thien, phng sai va o lech chuan. a. Khoang bien thien (Rarrge): Khoang bien thien la ac trng n gian nhat cua viec o lng o phan tan.o la sai biet khoang cach gia gia tr cao nhat va gia tr thap nhat trong mot day hay bang phan phoi. b. Phng sai va o lech chuan:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Phng sai va o lech chuan tren mc o sai lech cua cac quan sat vi gia tr trung bnh. - Phng sai (variance) c nh ngha nh la so trung bnh cua bnh phng cac o liech gia gia tr quan sat vi gia tr trung bnh trong phan phoi. No o lng mc o phan tan cua mot tap so o xung quanh trung bnh cua no trong mot day phan phoi. Phng sai c tnh theo cong thc:

1 N

(X X )

o lech chuan, chnh la can bac hai cua phng sai. o lech chuan thng c s dung nhieu nhat trong cac ac trng phan tan. Cong thc chung thch hp e tnh o lech chuan la:

=
Trong o:

(X X )
N

: o lech chuan;
X: Gia tr cua cac quan sat X: Gia tr trung bnh cua cac quan sat N: Tong so lan quan sat

4.2 Tom tat dang bang: Hnh thc n gian nhat e xep d lieu vao cac th t nh lng la dang day (array). ay la hnh thc xep cac d lieu theo chuoi so (theo hng tang dan t thap en cao. hay t cao xuong thap) V du: Ta co day d lieu ve hoa hong ban hang hang tuan cua 20 nhan vien mot ca hang nh sau:

n v: 1.000 50 55 60 63 67 70 75 80 85 85 85 90 110 120 150 160 165 180

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 133 -

85 180 Qua phng phap xep cac d lieu tho thanh day nh trong bang (xep t thap en cao), ta thay co nhng thuan li sau: - Nhn vao bang co the thay tien hoa hong thay oi t 50.000 ong en 180.000. - Phan na tien hoa hong co gia tr thap phan bo t 50.000 en 85.000 va na phan con lai co gia tr cao phan bo t 85.000 en 180.000 - Nhn vao day so co the nhan thay co hay khong co viec tap trung cac khoan theo mot gia tr ac biet nao o. Tc la co the thay ngay gia tr mode cua day la 85.000 . Mac du co c nhng thuan li tren, song phng phap nay con kem hieu qua khi vi mot day d lieu ln, nhng day d lieu ln thng thay trong cac d an nghien cu th trng. Chang han, mot nha phan tch nhan c 1.000 bang thong ke, neu thiet lap mot day d lieu va lan lt xem chung e rut ra y ngha nao o th co le o la ieu khong tng. Ban chat thong ke cua d lieu se de c quan sat hn, neu chung c phan loai va xep vao mot hnh thc de s dung hn cho cac muc ch phan tch. Ngi ta thng s dung hai loai bang, o la: Dang bang n va dang bang

cheo. a. Bang n: Vi loai bang nay, ta co the at nhng mau quan sat rieng biet vao chung loai hay khoang cach lp cua chung va em e xac nh tan so tuyet oi (so lan xuat hien cua moi lp). Bang nay con c goi la bang mot chieu hay bang ben le. Ket qua cua viec sap xep d lieu trong bang cho ta mot phan phoi tan suat. c the hien trong bang sau: V du: Ket qua ieu tra ve thu nhap hang thang cua cac oi tng nghien cu. Thu nhap hang Tan so tuyet Tan so tng oi Tan so tch thang (1.000 ) oi (%) luy(%) Di 300 35 4% 4% T 300 - 400 200 23 27 Tren 400 - 500 250 28 55 Tren 500 - 600 100 11 66 Tren 600 - 700 150 17 83 Tren 700 - 800 95 11 94 Tren 800 50 6 100 880 100 % Tong cong Qua bang tren ta thay: a a ra mot cach nhn kha ro rang ve cac phan phoi thu nhap theo cac mc thu nhap khac nhau cua cac oi tng c nghien cu

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
Co 3 dang the hien d lieu khac nhau:

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+ Tan so quan sat tuyet oi: ng vi tng dau hieu xep vao.mot lp. + Tan so tng oi: ay cac oi tng lien quan c xep vao tng chung loai theo ty le %. + Tan so tch luy. Tuy nhien, bang n ch cho biet s phan bo cua mot bien so vao mot thi iem nao o va co the khong mang lai ay u gia tr cho d lieu. Ngoai ra cach lap bang nay van co s thieu ro rang, v van con m hai au mut cua day quan sat. Ta co the thay ieu nay trong bang: Cac tan suat xuat hien vi cac mc thu nhap nho hn 300.000 va ln hn 800.000 cha c boc lo ro v no a c gop chung lai. b. Bang cheo: e lap bang nay, ta co the xep cac nhan to theo hang ngang. ieu nay oi hoi phai co tac ong cua cac bien trong hai hay nhieu bang n. V du: Ta co the e cap en van e phu thuoc gia thu nhap vi trnh o giao duc qua bang phan phoi tan so co cac loai thu nhap va trnh o giao duc di ay: Mc thu nhap va trnh o giao duc tren moi au ngi. Trnh o giao duc Mc thu nhap hang Di 300 400 500 tren au ngi 300 399 499 799 - Giao duc pho thong tr xuong 300 250 100 80 - Tot nghiep pho thong THoc 200 150 120 100 - Tot nghiep Cao ang 100 180 200 150 - Tot nghiep ai hoc 50 100 300 320 - Trnh o sau ai hoc 0 15 105 150 650 695 825 800 Tong cong

thang 800 999 50 70 200 350 200 870

(1.000 VN) Tren Tong 1.000 so 10 790 30 670 100 930 370 1.490 300 770 810 4.650

Nh vay, khi nha phan tch co gang giai thch v sao mc thu nhap lai khac nhau? Nhng nhn vao bang th co the nhan thay rang ieu nay co lien quan en trnh o giao duc cua moi au ngi co thu nhap khac nhau. Xem xet cac so lieu trong bang tren ta thay rang: - Trong so 790 oi tng co trnh o pho thong tr xuong, th co ti 300 ngi co mc thu nhap di 300.000 , trong khi o ch 10 ngi la co thu nhap t 1.000.000 ong tr len. - Khuynh hng nay lap lai phan lp ke tiep, trong o co 200 trong so 670 ngi tot nghiep pho thong trung hoc co mc thu nhap thap hn 300.000 .

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Tuy nhien, ket qua nay ao ngc lai khi trnh o ai hoc va tren ai hoc c xet en. ay ch co 50 oi tng co mc thu nhap di 300.000 . Trong khi co ti 370 va 300 ngi co thu nhap tren 1.000.000 . T o, khi xem xet cac d lieu trong bang cheo nay, ngi ta nhan thay ngay la co mot moi lien he chat che gia thu nhap va trnh o giao duc. Ta cung nen lu y rang: Tong so cot ben phai va hang cuoi cung, con goi la tong so le. Thc ra chung the hien cac bang mot chieu rieng biet cua cac mc thu nhap va trnh o cua moi oi tng. 4.3 Tom tat dang o th: Ngoai cach tom tat thong tin bang cac hnh thc bang n va bang cheo hay bieu th bang so, ta cung co the bieu th chung di dang o th: Cach tom lc d lieu bang o th ac biet co ch khi bieu th bang cac thong tin nh lng oi vi nhng ai co the khong hieu het hnh thc toan hoc. Phng phap o th cung c dung trong nhieu ng dung nghien cu th trng thay cho cac mo ta thong ke e nhan manh iem khac nhau trong cac thong tin ve so lng. Ngi ta cung co the hieu ro hn s khac biet gia cac tan so trong cac nhom khi chung c bieu dien bang o th hn la khi c bieu dien trong bang so. o th con cho phep so sanh hai hay nhieu day tan suat phan phoi, hay bieu th moi quan he gia cac bien ma ta khong thay ro khi chung trong mot tap so. Co nhieu loai o th e tom lc thong tin, tuy nhien co 3 loai chnh ma ngi ta thng s dung la: - o th dang khoi: La cach rat pho bien e the hien cac d lieu a phan nhom trong day tan suat phan phoi. Truc hoanh ch cac lp d lieu, truc tung ch tan so xuat hien hay so phan tram. - o th dang ng thang: Truc tung ch so lng hoac so phan tram, truc hoanh bieu th thi gian (V du: Doanh so ban hang cac thang trong nam). - o th dang phan tan: c dung e minh hoa moi lien he gia hai bien, va moi truc o th, bieu dien hai bien khac nhau.

5) La chon phng phap phan tch thong tin thch hp:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Khi can nhac la chon phng phap phan tch thong tin, nha nghien cu phai da tren nhng c s sau ay: 5.1 Thang iem dung e o cac bien so: o la qua trnh gan nhng gia tr so cho cac gia tr cua quan sat. Van e nay a c e cap phan trc ve o lng; Gom co: Thang o metric (quang va ty le) hay nonmetric (danh xng va th t). 5.2 So lieu phan bo oi xng hay phi oi xng: Nhng so lieu phan bo oi xng khi chung c phan phoi xung quanh gia tr trung bnh hoac gia tr trung tam cua chung tng t nh ng cong xac suat chuan tac. Tren ng cong nay, nhng d lieu c phan phoi oi xng nhau t cac gia tr hai au mut cua day phan phoi, va khu vc trung tam th co tan suat xuat hien cao nhat. oi vi cac d lieu phan bo oi xng, ngi ta co the s dung nhng kiem nghiem xac suat e xac nh y ngha thong ke hoc oi vi bat ky mau nghien cu nao lay ra t tong the. Nhng d lieu phi oi xng th khac han. Chung khong c phan phoi theo ng cong xac suat chuan tac. Nhieu loai d lieu Marketing phi oi xng la nhng d lieu cha nhng khoang cach khong eu, khong o lng c gia cac loai o vi nhau. V du: Ve s xep hang nhng cau tra li c s dung e tham do phan ng ve mot nhan hieu bia, khong giup ngi ta giai thch khoang cach gia cac mc am a th 1, th 2, hoac th 3. 5.3 So bien can x ly: So lng nhng bien so thng thay oi t 1 en nhieu bien so: Ngi ta thng xep chung theo 3 nhom phng phap phan tch sau: - Phng phap bien so n: Trong o ch co mot bien so duy nhat c phan tch. - Phng phap bien so kep: c s dung e tm hieu s lien he gia hai bien so. - Phng phap a bien so: c s dung e tm hieu s lien he gia 3 hay nhieu bien so. 5.4 Tnh phu thuoc va phu thuoc lan nhau: Lien quan ti so lng bien so c phan tch la s lien he gia cac bien so vi nhau. ieu nay co ngha la nhng s bien thien cua hai (hay nhieu) bien so se co anh hng gia chung vi nhau. 5.5 So lng mau nghien cu can en:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 137 -

Nhng kiem nghiem thong ke se khac nhau, tuy theo kiem nghiem o c dung e: - Kiem tra nhng sai biet ang ke gia mot mau n thuan vi mot tong the ac biet nao o. - Kiem tra nhng sai biet ang ke gia hai mau co lien quan vi nhau hoac oc lap vi nhau. - o lng moi tng quan va nhng ket qua kiem nghiem ve y ngha cua chung.

II/ KIEM NGHIEM GIA THUYET VE THONG SO TH TRNG NGHIEN CU.

1) Nguyen tac:
a ra gia thuyet ve cac thong so th trng, thu thap thong tin t mau e kiem nghiem gia thuyet a a ra.

2) Cac bc kiem nghiem gia thuyet:

Viec kiem nghiem gia thuyet ve cac thong so th trng c tien hanh qua 5 bc sau: Bc 1: Thiet lap gia thuyet khong H0 va gia thuyet thay the H1 Bc 2: Chon mc y ngha () Bc 3: Chon phep kiem nghiem thch hp va tnh gia tr kiem nghiem cua

no.

Bc 4: Xac nh gia tr ti han cua phep kiem nghiem. Bc 5: So sanh gia tr kiem nghiem vi gia tr ti han, e ra quyet nh t choi hoac chap nhan H0.

3) Sai lam trong quyet nh khi kiem nghiem thong ke.

Di ay la bang tom tat cac quyet nh ma nha nghien cu co the thc hien va cac kieu sai so c xet en: H0 ung Sai lam loai I (XS: -> mc y ngha) Quyet nh ung (Xsuat : 1 - ) Sai Quyet nh ung (XS: 1 - ) Sai lam loai II (XS: )

Q nh Bac bo Chap nhan

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing III/ PHAN TCH N BIEN:

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La phan tch nham tm moi lien he gia bien phu thuoc (Y) va bien oc lap (X) bang phng trnh hoi quy: Y = aX + b Pham vi ap dung: Ch ap dung cho nhng quan he gia mot bien oc lap va mot bien phu thuoc (Y). V du: Moi quan he gia mc tieu thu lng thc Y va mc tang dan so X.

IV/ PHAN TCH NH BIEN:

La phan tch nham tm moi lien he gia mot bien phu thuoc (Y) vi hai bien oc lap (X1) va (X2) bang phng trnh hoi quy: Y = aX1 + bX2 +C Phan tch nh bien c ap dung oi vi cac moi lien he cua mot yeu to (Y) bien ong theo hai yeu to oc lap khac.

V/ MOT SO KY THUAT PHAN TCH A BIEN.

1) Phan tch hoi quy a bien:
Phng phap nay dung e phan tch moi quan he va cng o quan he gia mot bien phu thuoc vi hai hay nhieu bien oc lap (Xi; i=1,2,3...,n) bang phng trnh hoi quy: Y = a1x1 + a2 x2 + ... an xn +b V du: D oan mc ban vat lieu xay dng phu thuoc vao ty le li tc, viec lam, tnh trang hon nhan, giay phep xay dng v.v..

2) Phan tch phan biet a bien:

Ky thuat phan tch nham xac nh nhng bien nao dung e phan biet cac phan t gia hai hay nhieu nhom, cung nh d oan cac thanh vien cua nhom tren c s o lng cua cac bien oc lap. ay la phng thc xem xet moi quan he gia mot bien phu thuoc theo thang bieu danh vi mot hoac nhieu bien oc lap.

3) Phan tch nhan to:

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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Phng phap nay dung e xem xet moi quan he oi vi nhau cua moi chuoi bien so trong rat nhieu chuoi bien so, e xac nh xem chuoi bien so nao co moi quan he chat che nhat vi cac chuoi bien so khac. Qua trnh nay rut gon mot tap nhieu bien thanh mot tap t bien hn e chung co y ngha hn, nhng van cha ng hau het noi dung thong tin cua tap nhieu bien.

4) Phan tch nhom tap trung (ong nhat):

Ky thuat nay da tren o lng cua tng phan t e chia cac phan t ra thanh nhieu nhom nho co tnh ong nhat cao gia cac phan t trong cung mot nhom, va co tnh d biet cao gia cac nhom. Tc la: Phan tch nay thng c dung e gom cac oi tng c hoi lai thanh cac nhom ong nhat, da vao cac yeu to nh dan so hoc va tam ly hoc e xac nh cac phan khuc th trng. [\

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

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CHNG 8: BAO CAO KET QUA NGHIEN CU

I/ VAI TRO VA CHC NANG CUA BAN BAO CAO:
Cong viec cuoi cung cua nha nghien cu Marketing la viet mot ban bao cao ro rang, chnh xac, co u sc thuyet phuc giup nha quan tr ra quyet nh sau khi a thu thap, phan tch va x ly d lieu. Mot ban bao cao co ba chc nang chnh; o la: - Th nhat: Ban bao cao la phng tien, ma qua o cac d lieu, cac phan tch va cac ket qua c sap xep mot cach he thong. - Th hai: No phan anh chat lng cua cong trnh nghien cu. - Th ba: La chc nang quan trong nhat, no ch ra hieu qua cua ban bao cao co the xac nh nhng hoat ong se c tien hanh; bi v mot ban bao cao de hieu, trnh bay ro rang se giup ch cho nha quan tr a ra c nhng chnh sach thch hp.

II/ CAC LOAI BAO CAO:

Mot cach chung nhat, cac ket qua nghien cu co the c bao cao theo cac dang sau:

1) Bao cao goc:

ay la ban bao cao au tien c chuan b da tren cac ket qua co c cua d an va c nha nghien cu viet e cho chnh mnh s dung.

2) Bao cao c pho bien:

La loai bao cao thng c soan ra t nhng ket qua nghien cu e ang tai trong nhng tap ch chuyen nganh hoac trong cac tap ch pho thong va cac tap san v.v.. e c chap thuan, ngi viet phai xac nh c ac tnh va van e quan tam cua oc gia cung nh chnh sach cua nha xuat ban e viet cho thch hp.

3) Bao cao ky thuat:

Bao cao nay thng danh cho cac chuyen gia khoa hoc ky thuat. Ho quan tam chu yeu en cac mo ta chi tiet ve toan bo qua trnh nghien cu. 4) Bao cao cho lanh ao: La bao cao phuc vu cho nha quan tr (la ngi ra quyet nh ). Bao cao nay chu yeu neu phan cot loi cua cong trnh nghien cu, nhng ket luan chnh, cung nhng e xuat va kien ngh.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing III/ NGUYEN TAC C BAN KHI VIET BAO CAO:

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Trong thc tien nghien cu Marketing, mot ban bao cao c coi la tot khi no hp vi khau v cua ngi s dung chung ( la nha quan tr hay khach hang thue nghien cu). Do o, khi lam viec vi khach hang, nha nghien cu can kham pha ra s thch cua ngi at hang e co nh hng trong qua trnh viet bao cao. V du: Neu khach hang la mot nha thong ke th ong ta quan tam rat nhieu en cac so lieu va phng phap x ly thong ke. V vay, nha nghien cu can trnh bay ro rang c s cua cac phng phap nay. Trng hp khach hang la mot nha quan tr xuat than t nganh xa hoi, ong ta se quan tam nhieu en iem c ban cua ket qua, cac ket luan va y ngha cua chung. Luc nay, cac phan phan tch ve toan thong ke nen at vao phan phu luc v.v.. Noi chung, phng tien c ban e truyen at cac ket qua nghien cu la t ng. V the khong nhat thiet tat ca cac bang bieu thong ke va o th nao cung c trnh bay trong bao cao, nhng moi bao cao eu phai co li giai thch cho tng ket qua at c v t ng la mot kieu truyen thong chnh xac va pho bien. e lam c ieu o, ngi viet bao cao phai nam bat c toan bo cuoc khao sat e co the s dung cac phng tien truyen thong khac nhau (t ng, bieu tng, hnh anh) nham truyen cho ngi khac hieu c kien thc o. Bi v neu khong lam c viec nay, th thi gian, cong sc va tien bac chi cho cuoc khao sat xem nh a b ph pham. Nhn chung, khi viet mot ban bao cao nghien cu, can tuan theo cac nguyen tac c ban sau:

1) De theo doi:
Ban bao cao phai co cau truc hp ly, ac biet trong phan than cua bao cao can trnh bay ro rang va de tm ra cac chu e. Phai co cac dong tieu e ro rang e ch moi chu e khac nhau, ngoai cac tieu e chnh, can co cac tieu e phu cho cac chu e phu.

2) Can ro rang, s dung cac o th, bieu o va hnh anh:

Nham giup ban bao cao them sinh ong hn, va ngi oc ban bao cao xem xet cac ket qua nghien cu mot cach trc quan hn; Tuy nhien, cac phng tien nay ch ho tr ch khong thay c phan li trong ban bao cao.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
3) Hnh thc ep mat: 4) S dung t ng cang pho thong cang tot:

- 142 -

Nen tranh dung t chuyen mon, v nhng ngi oc ban bao cao la nhng nha quan tr, nen ho thng ban ron; do o khong muon mat nhieu thi gian e tra cu cac thuat ng chuyen mon. Neu nhat thiet phai dung t chuyen mon, th phai tm hieu xem lieu ngi oc co hieu khong va nen co bang phu luc kem theo.

5) S dung cau cang n gian va ngan gon cang tot. 6) Trnh bay ngan gon:
Mac du mot ban bao cao phai co o dai can thiet e u trnh bay chi tiet cac noi dung, tuy nhien tam ly ngi oc khong muon c oc mot ban bao cao dai dong. V the, ban bao cao nen trnh bay ngan gon, nhng u y va xuc tch.

7) Nhan manh cac ket luan co tnh thc tien:

Thng th nhng nha kinh doanh va nha quan tr co cam giac rang: Nhng phat bieu hoac nhan xet cua nha nghien cu thng ch co gia tr ve ly thuyet va trong cac ieu kien ly tng ch khong ung trong thc te. Do o, viec nhan manh cac ket luan co tnh thc tien ( a c kiem nghiem qua thc te) la rat can thiet.

IV/ NOI DUNG C BAN CUA MOT BAN BAO CAO CHO LANH AO:
Nhn chung, ai a so cac nha lanh ao eu than trong va muon co mot ban bao cao ro rang, khong phc tap. S ngan gon va de oc rat quan trong oi vi ho, nhng cau van can phai hoan chnh, ro rang va c chng minh bang so lieu. Cac phan chnh cua mot bao cao cho lanh ao gom co: 1. Trang ba 2. Muc luc 3. Ban tom tat cho nha quan tr 4. Phan gii thieu 5. Phng phap luan 6. Ket qua 7. Cac han che

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing
8. Ket luan va kien ngh 9. Phu luc 10. Tai lieu tham khao. Di ay ta se xet qua tng phan mot:

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1) Trang ba:
Nen n gian va trang trong, no phai ch cho thay c chu e cua ban bao cao, no c soan thao va soan cho ai, cung nh la phai trnh bay ta e nghien cu.

2) Muc luc:
Ban muc luc la phan trnh bay cac muc cua ban bao cao theo th t xuat hien cung vi so trang cua no, nham giup ngi oc co the nhanh chong biet c cac phan c viet va v tr cua chung trong bao cao.

3) Tom tat cho nha quan tr:

oi vi nhieu nha quan tr, bang tom lc la cot loi cua ban bao cao, no giup cho nha quan tr nam bat nhanh chong c y chnh cua cuoc nghien cu. Nhieu nha quan tr, nhat la cac nha quan tr cap cao thng ch oc phan nay (v ban ron). Phan nay trnh bay tom tat tat ca cac phan c ban cua ban bao cao, no c coi la mot bao cao thu gon trong hai hoac ba trang.

4) Phan gii thieu:

Phan nay trnh bay c s e thc hien d an nghien cu, pham v nghien cu, s hnh thanh phng phap cua van e c nghien cu, nhng muc tieu can at en cua cuoc nghien cu.

5) Phng phap nghien cu:

Phan nay mo ta cach thc c dung e at en nhng muc tieu a trnh bay phan gii thieu. Viec mo ta phai neu ro noi dung c ban cua phng phap nghien cu la a s dung mo hnh nghien cu nao? o la nghien cu ve chat, hay ve lng; Nghien cu kham pha, mo ta hay nhan qua; Cach chon mau ra sao? Cac loai bang cau hoi a dung va v sao lai dung no; So lng va loai nhan vien nghien cu c s dung (chang han nh nhng ngi i phong van, giam sat ...) ; Cuoi cung la neu len ly do chon phng phap nghien cu.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 144 -

Co mot ieu quan trong cua phan nay la phai chng minh c tnh u viet cua phng phap a chon so vi cac phng phap khac.

6) Ket qua nghien cu:

ay la phan dai nhat cua mot bao cao nghien cu. Cac ket qua nghien cu can c trnh bay chi tiet va hng vao muc tieu giai quyet van e nghien cu. Cac so lieu, bang, bieu, o th can thiet khi s dung e minh hoa phai c giai thch ay u, ro rang. Co the noi phan ket qua nghien cu la cot loi cua mot ban bao cao.

7) Cac han che cua ban bao cao:

Bat ky mot cuoc nghien cu nao cung co nhng mat gii han cua no. o la nhng han che ve thi gian, ve pham vi nghien cu, kch thc mau v.v.. ma cuoc nghien cu cha the i sau hoac lam ro. V vay, nha nghien cu (ngi viet ban bao cao) phai trnh bay ro nhng han che o e ngi oc hieu c. Tuy nhien, cung khong nen qua nhan manh ti nhng han che nay, v se lam giam long tin cua ngi oc vao ket qua nghien cu ang trnh bay.

8) Ket luan va kien ngh:

Cac ket luan c rut ra tren c s ket qua nghien cu. V the, e tranh sai lam, nhng ket luan a ra phai xuat phat mot cach hp ly t cac ket qua. Tiep theo cac ket luan la phan e xuat ve nhng hanh ong can phai lam trong thc te, mot so nha nghien cu ch muon neu cac ket qua va ket luan con viec e xuat, kien ngh th o la cong viec cua nha quan tr. Tuy nhien, ch nha nghien cu mi la ngi co ieu kien tot nhat e neu len cac e xuat va kien ngh.

9) Phu luc:
Phan phu luc se cung cap them cac ch dan cac t lieu a c a ra trong phan chnh ban bao cao. Thong thng ban phu luc bao gom cac ban so lieu, cong cu thu thap thong tin nh ( ban cau hoi chi tiet, dan bai thao luan v.v..)

10) Tai lieu tham khao:

ay la phan cuoi cung trong phan trnh bay ban bao cao. Phan nay liet ke cac nguon so lieu, sach bao. v.v.. khi s dung chung.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 145 -

V/ ANH GIA BAO CAO KET QUA NGHIEN CU:

e mot d an nghien cu co chat lng thch hp, giup nha quan tr marketing tin cay c trong viec s dung no, th cac d an nghien cu can phai c anh gia. Ket qua nghien cu can c anh gia t khau xac nh va phat trien van e nghien cu, thiet ke nghien cu, thu thap thong tin, phan tch thong tin cho en khau cuoi cung la bao cao ket qua.

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh

Nghien Cu Marketing

- 146 -

TAI LIEU THAM KHAO

---------------- Nghien cu tiep th - Tran Xuan Khiem

- Hng dan nghien cu Marketing - Edwards Hester - Nghien cu Marketing - Nguyen nh Tho - Marketing Reseasch - David J. Luck / Ronald S. Rubin. WX

Th.s Nguyen Anh Sn

Khoa Quan Tr Kinh Doanh