PHNG PHP NGHIN CU

TRONG KINH DOANH

NGHIN CU TIP TH
(MARKETING RESEARCH)

o Hoi Nam

namhoaidao71@gmail.com

 ngha ca mn hc

Thng tin u vo
(Quyt nh qun tr)

Quyt nh
v
Gii php
Tip th

Thng tin u ra
(o lng, nh gi)

Mn hc gii thiu cng c gip nh qun tr

c c thng tin cn thit (m khng sn c)
cho vic ra quyt nh v o lng nh gi
cc quyt nh

Hiu qu
hot ng
Tip th

Yu cu mn hc

Sinh vin phi c kin thc v Marketing v Thng k ng

dng trong kinh doanh
Sinh vin phi tham gia lm bi tp nhm v np bi ng
hn, ng quy cch
Trong gi hc khng s dng in thoi di ng, v khng s
dng my tnh bng, my tnh xch tay cho mc ch ngoi
mn hc
Khng ni chuyn ring khi thy ging bi

Ti liu tham kho

Sch tham kho khc:

-Thng k trong kinh doanh (Hong Trng) hoc (inh Thi Hong)
-SPSS: Hong trng, XXX

Phng php nh gi
Thi cui mn: 55%
Bi tp nhm: 45% (Mt nhm 4-6 sinh vin)
Tin thc hin bi tp nhm:

Stt

Cng vic

Thi hn np thy

Thnh lp nhm

Ngy 1

Chn ch nghin cu

Ngy 1-2

Vit cng nghin cu

Ngy 3-4

Thit k bng cu hi nghin cu

Ngy 5-6

Thu thp thng tin (phng vn)

Ngy 7-9

Phn tch v vit bo co

Ngy 9-11

Bo co trc lp (2 nhm tt nht)

12

Ni dung bi ging

Nhu cu thng tin cho cc hot ng tip th v cc dng d liu

nghin cu tip th
Xc nh vn v mc tiu nghin cu v cch thc vit mt bn
d tho nghin cu
Phng php nghin cu tng thch vi vn v mc tiu
nghin cu
Thit k mu nghin cu
Thit k bng cu hi thu thp d liu nghin cu
Thng k v cc phng php phn tch d liu nh lng
Phn tch thng k m t
Phn tch thng k suy din (phn tch nh bin)
Phn tch thng k suy din (Phn tch a bin) *

* Ch

dy bt cao hc

Nhu cu thng tin cho cc hot ng tip

th v cc dng d liu nghin cu tip th

Tho lun (lm chi khng tnh im)

Cc

nhm tho lun:

Nu ra 1 hot ng tip th
Cho bit hot ng tip th cn
nhng thng tin g
Ngun cung cp thng tin u

V tr ca chin lc tip th trong chin

lc kinh doanh ca doanh nghip

Marketing Mix
cho sn phm/
thng hiu
c th

(2) Marketing mix

cho sn phm/
thng hiu
c th

Phn khc 1

Phn khc 2

Th trng

(1) Phn khc th trng

Xc nh th trng
mc tiu

Chin lc kinh doanh ngnh hng

Phn tch ngnh hng

La hn ngnh hng kinh doanh

Chin lc cng ty

(1) Phn khc th trng

Ton b th trng
C

Nhu cu nguyn thy

ng c tiu dng
Li ch k vng

Hnh vi tiu dng

ng c c nhn
Tnh
kinh
t

ng c x hi
Li ch
chc
nng

Li ch
xc cm

Hnh vi mua & s dng sn phm

Cc nhn t to
ra s khc bit
Cc phn khc

Tnh
tin
dng

Khng

Nhn khu, vn ha, li sng

1

(2) Tip th hn hp
Thng tin (Nhn dng v thu hiu nhu cu)

To ra
sn phm/dch v

Nghin cu
thu hiu
khch hng

Xc nh mc gi
cho sn phm/dch v
Phn phi
sn phm/dch v

Truyn thng
sn phm/dch v

Tng thch vi mong

mun ca khch hng

Khch hng

Bit

Khch hng

Tiu dng
Th

Ph hp vi kh nng hay
s chp nhn ca khch hng
v gi tr cung cp cho KH

$$

Ph hp vi hnh vi v
cch thc mua ca Khch hng

Khch hng bit n, ham mun

v tin tng vo SP/DV.
Quan h chm sc KH

Khch hng

Tha
mn

Khch hng

Trung
thnh

Tip th l qu trnh quan h vi khch hng nhm to dng, ginh gi c gi tr khch

hng t to ra li nhun bn vng cho doanh nghip

Nhu cu thng tin cho cc hot ng tip th

(1) Th trng c bao nhiu phn khc
(2) Nn chn phn khc no l th trng mc tiu
(3) Tha mn khch hng mc tiu nh th no

Nhu cu
thng tin
tip th

(4) Gi c ra sao th c th trng chp nhn v

kch thch tiu dng
(5) Phn phi ra sao khch hng tip cn v mua
(6) Kch thch s hp tc ca trung gian phn phi
(7) Lm sao khch hng mc tiu bit v c thi
v hnh vi tch cc
(8) Cc chnh sch tip th c t c mc tiu hay khng

S khc bit gia D Liu (Data) v thng tin

(information)
u vo

X l

u ra

Cc b phn

Lp rp

Sn phm

D liu th

X l thng k

Thng tin

Thnh qu
S dng (chy xe)

S dng
(nh gi & Hoch nh)

Cc dng d liu nghin cu

Hnh trn, mu
D liu nh tnh
Hnh vung, mu xanh dng

>

M t
D liu nh lng

Nhn qu
t

t+1

t xut
D liu nh lng

t
Lin tc

t+n

t+1

t+n

Phng php thu thp d liu

Phng vn chuyn su (Indept interview)

D liu nh tnh
Tho lun nhm (Focus group)

Phng vn i mt (face to face)

D liu nh lng

Phng vn qua in thoi

Phng vn qua th, email, internet

Cc cng c phn tch thng k trong

nghin cu nh lng
Cng c
phn tch thng k
Thng k
m t
Phn tch
n bin

Thng k
suy din
Phn tch
nh bin

n bin

Bng
phn b tn sut

Bng cho

Bng m t
trung bnh,
phng sai

Nh bin

So snh gi tr
trung bnh ca 1 bin
vi mt hng s

Phn tch
a bin

Quan h gia
2 bin nh tnh

M hnh
hi qui bi

So snh
gi tr trung bnh

Tng quan gia

2 bin nh lng

Tin lc v
nhm d liu

o lng
tng quan

So snh gi tri
trung bnh gia 2 (hoc nhiu)
mu c lp

o lng tin cy
ca thang o

So snh gi tr
trung bnh gia 2 bin

Phn tch nhn t

Phn tch cm

Phn tch bit s

Nhu cu thng tin cho cc hot ng tip th

(1) Th trng c bao nhiu phn khc
(2) Nn chn phn khc no l th trng mc tiu
(3) Tha mn khch hng mc tiu nh th no

Nhu cu
thng tin
tip th

(4) Gi c ra sao th c th trng chp nhn v

kch thch tiu dng
(5) Phn phi ra sao khch hng tip cn v mua
(6) Kch thch s hp tc ca trung gian phn phi
(7) Lm sao khch hng mc tiu bit v c thi
v hnh vi tch cc
(8) Cc chnh sch tip th c t c mc tiu hay khng

Pht trin mt d tho nghin cu

Nhu cu thng tin

Dng thng tin

1. Vn nghin cu

Kin thc chuyn mn

Kin thc v sn phm dch v
Kin thc v th trng
Dng thng tin

Dng thng tin

i tng cung cp thng tin

2. Mc tiu nghin cu

3. Phng php nghin cu

Np cho thy

Tn ti
Vn nghin cu
i tng cung cp thng tin

Sng th 5
tun ny
trc
10AM

Xc nh vn v mc tiu nghin cu v
cch thc vit mt bn d tho nghin cu

Qui trnh nghin cu

Qui trnh nghin cu
I.I. Xc
Xc nh
nh vn
vn

nghin
nghin cu
cu

1.
1.
2.
2.
3.
3.

Vn
Vn
kinh
kinh doanh
doanh
Vn
Vn
nghin
nghin cu
cu
Mc
Mc tiu,
tiu, m
m hnh
hnh nghin
nghin cu
cu

II.
II. Thit
Thit k
k nghin
nghin cu
cu

1.
1.
2.
2.
3.
3.
4.
4.

Phng
Phng php
php nghin
nghin cu
cu
Thit
Thit k
k mu
mu nghin
nghin cu
cu
Thit
Thit k
k thang
thang o
o nghin
nghin cu
cu
Thit
Thit k
k bn
bn cu
cu hi
hi

III.
III. Thu
Thu thp
thp thng
thng tin
tin

1.
1.
2.
2.
3.
3.

T
T chc
chc thu
thu thp
thp thng
thng tin
tin
M
M ha
ha d
d liu
liu
Nhp
Nhp d
d liu
liu vo
vo my
my tnh
tnh

IV.
IV. Phn
Phn tch
tch v
v bo
bo
co
co

1.
1.
2.
2.
3.
3.

Phn
Phn tch
tch d
d liu
liu
Vit
Vit bo
bo co
co
Thuyt
Thuyt minh
minh kt
kt qu
qu

Qui trnh ra quyt nh trong KINH DOANH v qui

trnh NGHIN CU
Qui trnh ra quyt nh
kinh doanh

Qui trnh nghin cu

Nhn dng cc tnh hung

kinh doanh

Xc nh vn nghin cu

Xc nh vn (c hi)
kinh doanh

C s thc hin
nghin cu

Xc nh mc tiu nghin cu

sut cc phng n
kinh doanh

Thit k nghin cu

nh gi v chn la cc
phng n kinh doanh

T chc thu thp thng tin

Ln k hoch trin khai

phng n kinh doanh
o lng & nh gi

Kt qu
nghin cu

Phn tch d liu nghin cu

Bo co kt qu nghin cu

Xc nh vn nghin cu

Tnh hung kinh

doanh

Vn nghin cu
tng thch

Vn nghin
cu 1
Nhng thay i t
pha mi trng
kinh doanh
Thc trng hot
ng kinh doanh
ca doanh nghip

Cha

Bit

Vn nghin cu
tng thch

Vn
nghin
cu 2
Vn kinh
doanh

Cha

Bit

Vn
nghin
cu 3
Gii php
qun tr

Vn nghin cu 1:
Nhng thay i t mi trng kinh doanh
Thc trng hot ng kinh doanh ca doanh nghip
Vn nghin cu 2:
Nhng nh hng t nhng thay i t mi trng n hot ng kinh doanh ca DN trc
Nhng nguyn nhn gy nn thc trng hot ng kinh doanh ca DN
Vn nghin cu 3: La chn gii php no l tng thch, t ri ro, c c hi thnh cng cao

Xc nh vn v mc tiu nghin cu

Vn
nghin cu

C s
l thuyt

Mc tiu
nghin cu

Kinh nghim
thc tin

Bin quan st

M hnh
nghin cu
Lm r mi quan h gia cc bin nghin cu

Bi tp tho lun: Pht trin mc tiu nghin cu

cho cc vn nghin cu sau

Vn nghin cu 1
M t mc tha mn ca khch hng i vi sn phm
Khc hng tha mn
nh th no i vi sn phm

Vn nghin cu 2:
So snh mc tha mn ca khch hng i vi sn phm ca cng
ty v i th
Khc hng tha mn
nh th no i vi sn phm

Vs.

Khc hng tha mn

nh th no i vi sn phm

Vn nghin cu 3:
nh gi cc yu t nh hng n s tha mn ca khch hng
Chc nng
Xc cm
Quan h khch hng

Khc hng tha mn

nh th no i vi sn phm

Pht trin ti v vit cng nghin cu

Vn nghin cu
Da trn:
Thc trng kinh doanh ca doanh nghip
Nhng bin ng/thay i t mi trng kinh doanh bn ngoi.
Do mt d n nghin cu trong kinh doanh nhm lm r:
(1) Cung cp thng tin nhm nh gi thc trng ca doanh nghip
hoc nhng thay i v tc ng ca cc tc nhn mi trng bn
ngoi
(2) Cung cp thng tin cn thit a ra nhng gii php kinh
doanh th tng ng vi thc trng doanh nghip hay nhng bin
ng bn ngoi th trng

Pht trin ti v vit cng nghin cu

Mc tiu nghin cu
Vn nghin cu ch nu ra c hng chung ca ti.
gii quyt ti mt cch thu o, khng d, khng thiu v c bit

tng thch vi hng chung ca ti cn phi a ra nhng nhim v c

th, nhng cu hi c th , cn phi thc hin (hay lm r)
Da trn :
L thuyt, m hnh, cng c qun tr lin quan n ti
Kin thc thc tin v sn phm, th trng lin quan n ch nghin cu
V d Sinh vin lm ti nng cao cht lng dch v tn dng c nhn ca
ngnh ngn hng. Sinh vin phi nm r:
L thuyt: Cht lng dch v c cu thnh v nh gi da trn nhng
thnh t no. V d da theo l thuyt cht lng dch v ca Parasurama
M hnh SERVQUAL: Cht lng dch v c o lng bng 5 thnh t
(1) S tin cy; (2) Nng lc p ng; (3)Nng lc phc v; (4) S ng cm
v ;(5)Cc phng tie6jn hu hnh.
Thc tin: Trong ngnh ngn hng ci g to ra s tin cy; th hin nng lc
p ng, .

Pht trin ti v vit cng nghin cu

Phng php nghin cu

Tng ng vi tng mc tiu nghin cu sinh vin s xc nh
ngun thng tin, phng php thu thp, phng php thng k
p dng c c thng tin cn tit c lit k trong phn
mc tiu nghin cu
Ngun thng tin s dng phn tch trong ti c th l th
cp v s cp.
i vi thng tin s cp cn thit cho ti, c th thc hin
nghin cu nh tnh hoc nh lng ty theo nhu cu thng tin
hay c trng ca ti.

Nhu cu thng tin cho cc hot ng tip th

(1) Th trng c bao nhiu phn khc
(2) Nn chn phn khc no l th trng mc tiu
(3) Tha mn khch hng mc tiu nh th no

Nhu cu
thng tin
tip th

(4) Gi c ra sao th c th trng chp nhn v

kch thch tiu dng
(5) Phn phi ra sao khch hng tip cn v mua
(6) Kch thch s hp tc ca trung gian phn phi
(7) Lm sao khch hng mc tiu bit v c thi
v hnh vi tch cc
(8) Cc chnh sch tip th c t c mc tiu hay khng

Pht trin mt d tho nghin cu

Nhu cu thng tin

Dng thng tin

1. Vn nghin cu

Kin thc chuyn mn

Kin thc v sn phm dch v
Kin thc v th trng
Dng thng tin

Dng thng tin

i tng cung cp thng tin

2. Mc tiu nghin cu

3. Phng php nghin cu

Np cho thy vo sng th 4 trc 11g

Tn ti
Vn nghin cu
i tng cung cp thng tin

Sng th 7
tun ny
trc
11AM

Mc tiu nghin cu

Sng th 5
tun sau
trc
11AM

Thit k phng php nghin cu tng thch

vi vn v mc tiu nghin cu

Qui trnh nghin cu

Qui trnh nghin cu
I.I. Xc
Xc nh
nh vn
vn

nghin
nghin cu
cu

1.
1.
2.
2.
3.
3.

Vn
Vn
kinh
kinh doanh
doanh
Vn
Vn
nghin
nghin cu
cu
Mc
Mc tiu,
tiu, m
m hnh
hnh nghin
nghin cu
cu

II.
II. Thit
Thit k
k nghin
nghin cu
cu

1.
1.
2.
2.
3.
3.
4.
4.

Phng
Phng php
php nghin
nghin cu
cu
Thit
Thit k
k mu
mu nghin
nghin cu
cu
Thit
Thit k
k thang
thang o
o nghin
nghin cu
cu
Thit
Thit k
k bn
bn cu
cu hi
hi

III.
III. Thu
Thu thp
thp thng
thng tin
tin

1.
1.
2.
2.
3.
3.

T
T chc
chc thu
thu thp
thp thng
thng tin
tin
M
M ha
ha d
d liu
liu
Nhp
Nhp d
d liu
liu vo
vo my
my tnh
tnh

IV.
IV. Phn
Phn tch
tch v
v bo
bo
co
co

1.
1.
2.
2.
3.
3.

Phn
Phn tch
tch d
d liu
liu
Vit
Vit bo
bo co
co
Thuyt
Thuyt minh
minh kt
kt qu
qu

Cc phng php nghin cu nhm gii quyt mt

vn nghin cu

Vn
nghin cu

C s
l thuyt

Mc tiu
nghin cu

Nghin cu ti liu

Gi thuyt
Kinh nghim

Bin
quan st
& thang o

Nghin cu ti liu
Nghin cu nh tnh

Phn tch
thng k

Nghin cu
nh lng

Kt qu
nghin cu

Cc dng d liu nghin cu

Hnh trn, mu
D liu nh tnh
Hnh vung, mu xanh dng

>

M t
D liu nh lng

Nhn qu
t

t+1

t xut
D liu nh lng

t
Lin tc

t+n

t+1

t+n

Phng php thu thp d liu

Phng vn chuyn su (Indept interview)

D liu nh tnh
Tho lun nhm (Focus group)

Phng vn i mt (face to face)

D liu nh lng

Phng vn qua in thoi

Phng vn qua th, email, internet

Cc cng c phn tch thng k trong nghin cu

nh lng
Cng c
phn tch thng k
Thng k
m t
Phn tch
n bin

Thng k
suy din
Phn tch
nh bin

n bin

Bng
phn b tn sut

Bng cho

Bng m t
trung bnh,
phng sai

Nh bin

So snh gi tr
trung bnh ca 1 bin
vi mt hng s

Phn tch
a bin

Quan h gia
2 bin nh tnh

M hnh
hi qui bi

So snh
gi tr trung bnh

Tng quan gia

2 bin nh lng

Tin lc v
nhm d liu

o lng
tng quan

So snh gi tri
trung bnh gia 2 (hoc nhiu)
mu c lp

o lng tin cy
ca thang o

So snh gi tr
trung bnh gia 2 bin

Phn tch nhn t

Phn tch cm

Phn tch bit s

Thit k mu nghin cu

Thit k mu nghin cu

Kch thc mu nghin cu

Kch thc mu ti thiu cn thit cho mt kt qu nghin cu

nh lng: n>=30
Kch thc mu ph thuc vo
tin cy mong mun t kt qu nghin cu
.
Z2 p(1-p)
Z2 2
n = --------;
n = --------------e2
e2
S lng n v mu: n>=30*k (k: s n v mu)
Phng php thng k p dng trong phn tch
Phn tch hi qui: n=>=50+8*p (p: S bin c lp)
Kim nh tin cy ca thang o ETA: n=p*q>=50 (p:
s bin; q s quan st bnh qun trong 1 bin)

PHNG PHP CHN MU

09/04/15

Chn mu ngu nhin n gin

1. Jane

18. Steve

35. Fred

2. Bill

19. Sam

36. Mike

3. Harriet

20. Marvin

37. Doug

4. Leni

21. Ed. T.

38. Ed M.

5. Micah

22. Jerry

39. Tom

6.

23. Chitra

40. Mike G.

7. Terri

24. Clenna

41. Nathan

8. Joan

25. Misty

42. Peggy

9. Jim

26. Cindy

43. Heather

10. Terrill

27. Sy

44. Debbie

11. Susie

28. Phyllis

45. Cheryl

12. Nona

29. Jerry

46. Wes

13. Doug

30. Harry

47. Genna

14. John S.

31. Dana

48. Ellie

15. Bruce A.

32. Bruce M.

49. Alex

16. Larry

33. Daphne

50. John D.

17. Bob

34. Phil

Sara

1.
2.
3.
4.

Xc nh khung chn mu (m
ng)
Lit k mi thnh vin ca m
ng
nh s vo danh sch thnh
vin
Chn ngu nhin

42
09/04/15

Chn mu h thng (Systematic Sampling)

1. Jane

18. Steve

35. Fred

2. Bill

19. Sam

36. Mike

3. Harriet

20. Marvin

37. Doug

4. Leni

21. Ed. T.

38. Ed M.

5. Micah

22. Jerry

39. Tom

6.

23. Chitra

40. Mike G.

7. Terri

24. Clenna

41. Nathan

8. Joan

25. Misty

42. Peggy

9. Jim

26. Cindy

43. Heather

10. Terrill

27. Sy

44. Debbie

11. Susie

28. Phyllis

45. Cheryl

12. Nona

29. Jerry

46. Wes

13. Doug

30. Harry

47. Genna

14. John S.

31. Dana

48. Ellie

15. Bruce A.

32. Bruce M.

49. Alex

16. Larry

33. Daphne

50. John D.

17. Bob

34. Phil

Sara

1.
2.
3.

Chia m ng cho qui m mu

mong mun: VD:, 50/10 = 5
Chn im xut pht: VD, 43 =
Heather
Sau chn thnh vin th 5 t
im xut pht v ln lt nh vy
cho n khi hon tt danh sch m
ng

Chn mu phn tng (stratified sampling)

Cc n v mu
%

Tng th
nghin cu

Mu nghin
cu

Chn mu phn nhm (cluster sampling)

Cc nhm mu (khu vc a l)

Tng th nghin cu

09/04/15

Mu nghin cu

45

Thit k bng cu hi thu thp d liu

nghin cu

Thang o trong nghin cu th trng

Thang o nh danh (nominal)

Thang o th t (ordinal)
Thang o khong (interval)
Thang o t l (ratio)

C s thit k mt bng cu hi thu thp d

liu nghin cu

Mc tiu v
M hnh
nghin cu
Thng tin xc nh
phn t mu
v n v mu trong
thit k chn mu

Hng
phn tch thng k

Thit k bng cu hi iu tra

t cu hi
nghin cu

La chn thang o
cho cc gi tr quan st
trong cu hi

Thit k bng cu hi

Bng cu hi

Mc tiu
nghin cu

Cu hi

Phng php
phn tch

Thang o

Cc dng cu hi
Various Question Formats
Basic
Question Formats

Open-ended
Questions

Closed-ended
Questions

Scaled
Questions

Basic
Open-ended
Questions

Dichotomous
Questions

Labeled
Questions

Probing
Questions

Multiple-Choice
Responses

Unlabeled
Questions

Clarifying
Questions

Single-coded
Multiple-coded

Cu trc bng cu hi

Phn m u
Cc cu hi mang tnh cht gn lc ng i tng nghin
cu
Cc cu hi nhm xc nh hn ngch ca cc n v mu
Phn chnh yu
Cu hi v nhu cu
Cu hi v kin thc tiu dng
Cu hi v hnh vi
Cu hi v nh gi cm nhn
Phn kt thc
Cc cu hi v thng tin nhn khu, c nhn

Dng cu hi m

09/04/15

Dng c bn
Q. Nhng c tnh no ca sn phm ny m bn cm thy thch?
___________________________________________

Dng cu hi o su
(a). Cu hi thm d (probing questions)
QNgoi iu bn va ni ti, cn iu g khc khng?
QBn cn thch iu g khc hn na sn phm ny khng?
________________________________________________
(b). Cu hi lm r hn (clarifying questions)
Q. Bn c g khi ni rng sn phm ny kh s dng?
QBn c th l gii r hn iu bn va ni khng?
________________________________________________

Dng cu hi lit k

(a). Cu hi phn i (Dichotomous)

Q. Bn c bao gi s dng kem dng da cha?
Ri
1
Cha
2

(b). Cu hi mt tr li (Single response)

Q.Trong nhn hiu nc ngt c gaz sau y bn s dng thng xuyn
nht nhn hiu no?
Coca-Cola
1
Pepsi-Cola
2
7-Up
3
Fanta
4
.
(c). Cu hi nhiu tr li (Multiple response)
Q. Bn tng ung qua cc nhn hiu nc ngt c gaz no trong cc
nhnhiu sau y?
Coca-Cola
1
Pepsi-Cola
2
7-Up
3
Fanta
4
.

Dng cu hi lit k

Cu hi th hin s tng thch gia cc thuc tnh v nhn hiu

Q. Vi nhng cu ni sau y, cu ni no th hin cho cc sn
phm di y (c th nhiu nhn hiu cho mt cu ni?

09/04/15

Dng cu hi xp hng
Q.Bn hy xp xp 5 c tnh sau y theo th t t quan trng nht (u tin
nht) n t quan trng nht (t u tin nht), vi gi tr 1 l quan trng nht
v gi tr 5 l t quan trng nht
c tnh 1 ____
c tnh 2 ____
c tnh 3 ____
c tnh 4 ____
c tnh 5 ____
Q. Trong 5 c tnh sau, bn hy cho bit c tnh no quan trng nht, nh, ba
Nht
Nh
Ba
c tnh 1 ____
____
____
c tnh 2 ____
____
____
c tnh 3 ____
____
____
c tnh 4 ____
____
____
c tnh 5 ____
____
____

Dng cu hi phn mc
(c) Cu hi phn mc i ngha
Q.Bn hy cho bit mc tha mn ca bn i vi cc thuc tnh sau ca sn
phm?
Hon ton
tha mn
1

Hon ton
khng
tha mn
5

Q."Bn hy cho bit mc quan trng ca cc thuc tnh sau y i vi sn

phm in thoi di ng?
Hon ton
quan trng
1
09/04/15

Hon ton
Khng
quan trng
5

Thng k v cc phng php phn tch

d liu nh lng

Thng k cng c chuyn i d liu thnh thng tin

S dng thang o no?

1. nh danh
2. Th t
3. Khong
4. T l
Quyt nh vai tr ca
cc bin trong mi quan h
- Bin ph thuc (kt qu)
- Bin c lp (tc nhn)

Thit k
bng cu hi

Phng php
phn tch thng k

D liu
nghin cu

1.
2.
3.
4.

ngha ca d liu:
M t, tm lc d liu
Xu th tng gim
So snh ln nh
Kim nh gi thuyt
thng k

Thng tin
nghin cu

Thang o trong thit k bng cu hi nghin cu v cch

din t d liu

Thng tin nghin cu: Tm quan trng ca cc thuc tnh (a1)

Mn n hp khu v; (a2) An ton v sinh thc phm; (a3) Gi
c hp l; (a4) Thi phc v; (a5) Thong mt, sch s.
Thit k cu hi nhm lm r thng tin nghin cu trn:

Cch 1

Q.Khi la chn 1 qun n

anh ch thng quan tm n
nhng thuc tnh no? Cn
thuc tnh no khc khng?

code

Mn n hp khu v
An ton v sinh thc phm
Gi c hp l
Thi phc v
Khung cnh thong mt sch s

1
2
3
4
5

Cch 2
Q.Khi la chn 1 qun n anh ch thng quan tm n thuc tnh nht?
Thuc tnh no nh v thuc tnh no ba?

Nht

Nh

ba

Mn n hp khu v
An ton v sinh thc phm
Gi c hp l
Thi phc v
Khung cnh thong mt sch s

1
1
1
1
1

2
2
2
2
2

3
3
3
3
3

Cch 3

Q.Khi la chn 1 qun n anh ch thng quan tm n Hon

thuc tnh nht?, Thuc tnh no nh v thuc tnh no ton
khng
ba?

Hon
ton
quan
tm

quan
tm

Mn n hp khu v
An ton v sinh thc phm
Gi c hp l
Thi phc v
Khung cnh thong mt sch s

1
1
1
1
1

2
2
2
2
2

3
3
3
3
3

4
4
4
4
4

5
5
5
5
5

Thng k suy din

Mu
nghin
Mu
cu
nghin
Mu
cu
nghin
cu

Tng th
nghin cu

Mu
nghin
cu
Mu
nghin
Mu
cu
nghin
Mu
cu
nghin
cu

Tham s
Tham
thngs
k
Thamtsk
thng
m
mu
thng
m
t k
mu
m t mu

Tham s
thng k
m t mu
Tham s
Thamk
s
thng
Tham
s
thng
k
m
t mu
k
mthng
t mu

Phn phi
xc sut
tham s
ca cc
mu c
ly mt cch
ngu nhin

m t mu

c lng v d bo c tnh ca tng th thng qua

kho st phn phi ca cc tham s mu

Cc cng c phn tch thng k trong

nghin cu nh lng
Cng c
phn tch thng k
Thng k
m t
Phn tch
n bin

Thng k
suy din
Phn tch
nh bin

n bin

Bng
phn b tn sut

Bng cho

Bng m t
trung bnh,
phng sai

Nh bin

So snh gi tr
trung bnh ca 1 bin
vi mt hng s

Phn tch
a bin

Quan h gia
2 bin nh tnh

M hnh
hi qui bi

So snh
gi tr trung bnh

Tng quan gia

2 bin nh lng

Tin lc v
nhm d liu

o lng
tng quan

So snh gi tri
trung bnh gia 2 (hoc nhiu)
mu c lp

o lng tin cy
ca thang o

So snh gi tr
trung bnh gia 2 bin

Phn tch nhn t

Phn tch cm

Phn tch bit s

Phn tch thng k m t

M t d liu
Cng c
m t d liu

c trng v tr
ca d liu

c trng phn tn
ca d liu

c trng phn phi

ca d liu

Trung bnh
Mean

Khong bin thin

Range

So snh
Mean vs. median

Trung v
Median

Phng sai/ lch chun

Variance/Standard deviation
S/

Skewness

Gi tr xut hin
nhiu nht
Mode

H s bin thin
Coefficient of Variation
CV

Kurtosis

Trung bnh c trng s

Weighted mean

Cng thc

Trung bnh
n

X
i 1

X X 2 L X n
1
n

S
2

X
i 1

Trung bnh trng s

i 1

Range = Xmax - Xmin

n 1
Xi X

n 1

S
100%
X

CV

D liu nghin cu th Ma trn thng tin

Q.2: Gii tnh ca p vin

1: Nam, 2: N
Q.3: im thi

Cu hi:
- Trong lp hc t l nam v n l bao nhiu, nam nhiu hn
hay n nhiu hn?
- im trung bnh ca lp hc l bao nhiu? im trung bnh
ca Nam v N?
- Liu trong lp Nam hc u hn hay n hc u hn
M t d liu:
1. La chn mt i lng i din cho dy s trong bin q.2
v q.3 Tham s thng k o lng hi t ca dy s
2. La chn mt i lng cho bit ngha (tnh i din) ca
tham s i din vi nhng gi tr trong dy s Tham s
thng k o lng phn tn

Tham s thng k o lng v tr ca dy d liu

Tham s o lng hi t ca
dy d liu:

Mode

Mean

Q.2: Gii tnh ca p vin 1: Nam, 2: N

Q.5: dim ca hc vin

median

Weighted mean

Tham s thng k o lng phn tn ca d liu

Tham s o lng phn tn ca dy d liu:

c trng phn phi ca dy d liu

Lch tri
Trung bnh < Trung v < Mt

i xng

Lch phi

Trung bnh = Trung v =Mt

Mt < Trung v < Trung bnh

>0

=0

<0

Phn tch thng k m t

Phn tch n bin

Bin nh tnh
Bin nh lng
Phn tch nh bin
Bin nh tnh bin nh tnh
Bin nh lng bin nh lng
Bin nh lng bin nh tnh

Cc cng c SPSS m t d liu nghin cu

Thang o

Tham s
thng k

Phn tch 1 bin

Phn tch 2 bin

nh danh

Th t

Khong

T l

nh danh

Frequencies

Crosstabs

Compare means

Descriptive

Compare means

Bivariate Correlation

Th t

Khong

Mean
T l

75

S dng chart phn tch mt bin n

S dng chart phn tch mt bin n

09/04/15

S dng chart phn tch so snh cc bin n

S dng chart din t mi quan h hay so snh gi tr gia

hai bin

S dng chart din t mi quan h hay so snh gi tr gia

hai bin

S dng chart din t mi quan h hay so snh gi tr gia

hai bin

Thc tp trn my

d liu, v th 1 bin phn hn v din gii ngha

d liu, v th nhiu bin phn hn (thang o th t) v
din gii ngha
d liu, v th m t quan h gia 2 bin nh tnh v
din gii ngha
d liu, v th m t bin nh lng din gii
d liu, v th m t nhiu bin nh lng din gii

Phn tch thng k suy din

(phn tch nh bin)

Tnh hung dn gii

Thng s cht lng k thut: Trng lng sn phm = 368

gram
Dy chuyn sn xut 10,000 sn phm
Cu hi t ra: Cc sn phm c t trng lng ng trong
lng k thut (368) hay khng
Gii quyt: Chn mt s lng sn phm mu v cn th, kt
qu nu:
Tnh hung 1: Trng lng trung bnh cc mu th = 367.5
gram
Tnh hung 2: Trng lng trung bnh cc mu th = 340
gram

Tnh hung dn gii

Kt lun trc quan:

Tnh hung 1: Sn xut n
Tnh hung 2: C vn
Kim nh thng k: Khng dng trc quan kt lun m
da trn s liu ca mu c chn, s dng phn phi ca
gi tr kim nh kt lun trong lng sn phm bng hay
khng bng 368

Thng k suy din

Mu
nghin
Mu
cu
nghin
Mu
cu
nghin
cu

Tng th
nghin cu

Mu
nghin
cu
Mu
nghin
Mu
cu
nghin
Mu
cu
nghin
cu

Tham s
Tham
thngs
k
Thamtsk
thng
m
mu
thng
k
m t mu
m t mu

Tham s
thng k
m t mu
Tham s
Thamk
s
thng
Tham
s
thng
k
m
t mu
k
mthng
t mu

Phn phi
xc sut
tham s
ca cc
mu c
ly mt cch
ngu nhin

m t mu

c lng v d bo c tnh ca tng th thng qua

kho st phn phi ca cc tham s mu

Bin ngu nhin v phn phi xc sut

Gieo 2 xc sc

= xi P(xi) = 7
S = (xi )2 P(xi) = 5,83

Phn phi xc sut ri rc v lin tc

P(xi=a)=%

P(a<x<b)=%
a

 ngha ca phn phi lin tc

Phn phi bin ri rc cho bit: Xc sut sao cho khi gieo 2
xc sc cho kt qu bng 6 P(x=6) = 0,014 (14%)
Phn phi bin lin tc cho bit: Xc sut khi gieo 2 xc
sc cho kt qu 2 mt ln 6 im P(x>6) nh sau:
Chun ha d liu
= - 0.17
P(x>6) = P(z>-0.17) = P(-0.17<z<0) + 0.5 = 0.0675+0.5=

0.5675
P(x>6) = 56.75%

P(x>6)

x=6 =7

Thng k suy din

Phi chuyn d liu kho st sang dng phn phi xc sut

(cng thc chuyn i t x qua Z, t, tuy dng phn phi p
dng)
p dng Qui tc thc nghim v nh l gii hn trung
tm p dng phn phi v chn mu cho kim nh
Kim nh Gi thuyt H0 chng qua l tnh xc sut quyt
nh gi tr nm trong khon 95% hay nm ngoi bc b
hay chp nhn H0. Chp nhn Z nm trong vng chp nhn
gi thuyt chp nhn tham s mu nm trong vng chp
nhn gii thuyt

Qui lut phn phi chun (Normal Distribution)

Quy tt thc nghim
(Empirical Rule)

nh l gii hn trung tm:

Tng th c phn phi chun

phn phi tham s mu cng l

phn phi chun
Kch c mu ln phn phi
tham s mu cng xp x chun
Tham s mu:
Trung bnh: kch thc mu
30 nu phn phi tng th
khng chun hoc kch thc
mu 15 nu phn phi tng
th tng i chun
T l (p): np v n(1-p) 5

Chun ha d liu kho st kim nh

H0: = a
H1: a

95.44%

-2

=a

95%

+2

-Z/2,df

Z/2,df

Kim nh Gi Thuyt Thng K

Gi tr

p-value

>

Mc ngha

Gi tr

p-value

Vng chp nhn gi thuyt H0

Vng bc b thuyt H0

Gi tr tnh ton

<

Gi tr ti hn

<

Gi tr tnh ton

Kim nh 1 nhnh (One-Tailed) v kim nh 2

nhnh (Two-Tailed)
TH1:
H0 : x =
H1: x <

Kim nh 1 nhnh:
So snh p-value vi
P-value Bc b H0
P-value > Chp nhn H0

TH2:
H0 : x =
H1 : x

Kim nh 2 nhnh:
So snh p-value vi /2
P-value /2 Bc b H0
P-value > /2 Chp nhn H0

TH3:
H0: x =
H1 : x >

Kim nh 1 nhnh:
So snh p-value vi
P-value Bc b H0
P-value > Chp nhn H0

Kim nh gi thuyt thng k

Pht

biu gi thit
Chn php kim nh thng k
Chn mc ngha mong mun
Tra bng tm gi tr sig. (p-value) tng ng
Sig. (p-value) < (hoc /2) Bc b gi thit
khng
Din gii kt qu kim nh

95

Gi thuyt thng k suy din

Thng k suy din: L qu tr s dng cc thng tin trn mu

rt ra kt lun v c im ca tng th thng qua cc
phng php kim nh gi thuyt thng k
Gi thuyt thng k l mt pht biu, mt nhn nh, mt
sut v tham s tng th bao gm:
Gi thuyt khng (H0): Th hin trng thi nguyn thy,
bnh thng (=); ( hoc ); (c lp)
Gi thuyt i (H1): Th hin trng thi ngc li H0 (); (<
hoc >); (c quan h, c tng quan)

Cc dng kim nh nh bin

1.
2.
3.
4.
5.
6.

Mi quan h gia 2 bin nh tnh

Mi tng quan gia 2 bin
So snh gi tr trung bnh gia 2 mu c lp
So snh gi tr trung bnh gia nhiu mu c lp
So snh gi tr trung bnh gia 2 bin nh lng
o lng tng quan hi qui

1. Kim nh mi quan h gia 2 bin nh tnh

Pht biu gi thuyt thng k
H0: 2 bin c lp
H1: 2 bin c quan h
Xc nh mc ngha

Kim nh gi thuyt
r

X 2
Chp nhn hoc
bc b H0

(Oij Eij ) 2

i 1 j 1

Hoc

P-value vs.
Pht biu thng k

Eij

vs.

2. o lng tng quan 2 bin nh lng

Pht biu gi thuyt thng k
H0: p=0
H1: p0
Xc nh mc ngha
Kim nh gi thuyt
pearson

vs. tn-2, /2
Chp nhn hoc
bc b H0

P-value vs.
Pht biu thng k

2. o lng tng quan 2 bin nh tnh (th bt)

Pht biu gi thuyt thng k
H0: p=0
H1: p0
Xc nh mc ngha
Kim nh gi thuyt
Spearman/Kendall tau

Chp nhn hoc

bc b H0

Pht biu thng k

P-value vs.

3. So snh gi tr trung bnh gia 2 mu c lp

Kim nh gi thuyt cn bng phng sai

Kim nh gi thuyt ngang bng gi tr trung bnh

Pht biu gi thuyt thng k

Pht biu gi thuyt thng k

Xc nh mc ngha

Xc nh mc ngha /2

Kim nh Levene

Kim nh t-student

F( n1 1, n2 1)

S
S

2
1
2
2

Chp nhn hoc

bc b H0

(chp nhn hoc bc b H0)

La chn c s phng sai
cn bng hay khng cn bng
cho kim nh t-student

1 1

n1 n2

S p2

vs. F,df

P-value vs.

x1 x 2

x1 x 2

vs. t/2, df

S12 S 22

n
1 n2

P-value vs. /2
Pht biu thng k

4. So snh gi tr trung bnh gia nhiu mu c lp

Kim nh gi thuyt cn bng
ca tt c cc gi tr trung bnh
ca cc mu

Kim nh gi thuyt
ng nht phng sai

Kim nh gi thuyt ngang bng

ca tng cp gi tr trung bnh

Pht biu gi thuyt thng k

Pht biu gi thuyt thng k

Pht biu gi thuyt thng k

Xc nh mc ngha

Xc nh mc ngha

Xc nh mc ngha /2

Kim nh

Kim nh Levene

Kim nh t-student

P-value

Bc b H0

P-value >

P-value vs.
(chp nhn hoc bc b H0)

P-value vs. /2
(chp nhn hoc bc b H0)

Chp nhn H0
Pht biu thng k

La chn c s phng sai

cn bng hay khng cn bng
cho kim nh t-student

Pht biu thng k

5. So snh gi tr trung bnh gia 2 bin

Kim nh gi thuyt tng
quan gia 2 bin

Kim nh gi thuyt ngang bng

gi tr trung bnh gia 2 bin

Pht biu gi thuyt thng k

Pht biu gi thuyt thng k

Xc nh mc ngha

Xc nh mc ngha /2

Kim nh Peason

Kim nh

P-value

Bc b H0

P-value >

P-value vs. /2

Chp nhn H0
Ngng

Pht biu thng k

6. o lng tng quan hi qui

Kim nh gi thuyt tng
quan gia bin ph thuc v tt
c cc bin c lp

Kim nh gi thuyt tng quan hi qui

gia bin ph thuc vi tng bin c lp

Pht biu gi thuyt thng k

Pht biu gi thuyt thng k

Xc nh mc ngha

Xc nh mc ngha /2

Kim nh Levene (F test)

Kim nh t-student

P-value

P-value vs. /2

P-value

Pht biu thng k

Pht biu thng k

Phn tch thng k suy din

(Phn tch a bin) *

Factor Analysis
Phn tch nhn t khm ph

 ngha ca phn tch nhn t

Bin o lng bng cu hi trc tip

Nhn khu
Hnh vi
Bin khng th o lng bng cu hi trc tip thay th bng
cc cu hi gin tip c lin quan n nhau
Quan im
Cm nhn
Nhn xt
nh gi

 ngh phn tch nhn t khm ph

Cc quan im trn s c nhng quan im c lin h chc ch vi nhau nn

gp li thnh mt quan im
Dng tt cc quan st (bin) trn phn tch vi 1 bin khc c th dn n s phn
tn v tnh d bo s gim xung Nn gp li

 ngha ca phn tch nhn t

Phn tch nhn t:

Tm cc bin c lin quan chc ch vi nhau gp li thnh
mt bin gi l mt nhn t
Cc nhn t c s khc bit do th hin tt hn cc xu
hng, quan im khc bit

Cc cng c phn tch nhn t

Mc tiu:
Bc 1: Xc nh s nhn t (Factor extraction)
Bc 2: Kim nh s thch hp ca ca cc nhn t
Kim nh mi lin h c ngha thng k gia cc bin trong 1 nhn t
Xc nh chp nhn hay loi 1 bin trong 1 nhn t (lm nhiu ln)
Cng c:
Bc 1: Bng Total variance explained S nhn t v kh nng i din cho
cc bin ca cc nhn t (H s tng phng sai trch>0.5)
Bc 2: H s KMO (0.5 KMO 1) Vic phn chia cc bin thnh cc
nhn t (trong bng Component matrix) l thch hp
Bc 3: Kim nh Bartlett v gi thuyt H0 cho rng cc bin trong nhn t
khng c lin h vi nhau: P-value (sig) bc b H0 Cc mi lin h
ca cc bin trong 1 nhn t l c ngha thng k
Bc 4: Bng ma trn m t mi lin h gia 1 bin vi cc bin khc trong 1
nhn t (Rotated matrix)

Din gii kt qu Bc 1

Cc bin quan st c th c phn thnh 3 nhn t

3 nhn t ny d bo c 55% s bin thin ca cc bin quan st

Din gii kt qu bc 2, 3, 4
KMO>0.5

P-value<0.05
Cc bin trn
c gp vo 3
nhn t

C8.2 c tng quan mnh

vi cc bin khc trong
nhn t 1
C81 khng c tng quan
khng ng k vi cc
bin khc tt c cc
nhn t loi

Din gii kt qu ln chy th 2

Ghi nh cc bin trong tng

nhn t tnh ton gi tr
trung bnh ca tng nhn t
cho mc tiu phn tch thng
k sau ny Sau ny khi
phn tch thng k o lng
ng c tiu dng vi cc
bin khc ta dng cc bin
F1, F2, F3 i din co 3 nhn
t thay v dng cc bin C8.1
C8.10

Phn tch nhn t trn SPSS

Cluster Analysis
Phn tch cm

Phng php phn tch cluster th bc

Cc i tng trong cng mt cluster c quan h mt thit

(ng nht - homogeneous) vi nhau v c s phn bit
(heterogeneous) vi cc cluster khc.
Phn tch cluster bao gm 2 phng php phn tch ch yu l
phng php phn tch cluster th bc (Hierarchical
clustering) v phng php phn tch cluster khng th bc
(nonhierarchical clustering).

Phng php phn tch cluster th bc

Agglomerative Approach
(bottom up approach):
Ban u, chng ta xem
mi i tng l 1 nhm
(cluster) v gm nhm 2
i tng gn nht thnh 1
cluster. Qu trnh ny lp
li cho n khi tt c cc
i tng c nhm vo
1 cluster cui cng.

Phng php phn tch cluster th bc

Y
Case 2

(X2 Y2)

Y2 Y1

Case 1

X2 X 1

(X1 Y1)

X
Distance=

(X2 X1)2 + (Y2 Y1)2

Cc phng php o khong cch

Single linkage

Complete linkage

Average linkage

Centriod distance

Phng php phn tch cluster th bc

Phng php phn tch cluster th bc

Din gii
2 cases cha nhm
vo bt c cluster no

-Stage1: Gp Case 6 vi Case 9 do c

khong cch nh nht (Coefficients)

Hon tt

Next stage 3 s gp gp cluster

ny vi case 4

Case 6 nm trong 1
cluster (ca bc 1)

Din gii
Stage 1

Stage 3

Stage 2

Stage 9

Phng php phn tch cluster th bc

Phng php phn tch cluster th bc

K-mean cluster method

Thut ton K-Means thc hin

qua cc bc chnh sau:
1. Chn ngu nhin K tm
(centroid) cho K cm (cluster). Mi
cm c i din bng cc tm ca
cm.
2. Tnh khong cch gia cc i
tng (objects) n K tm (thng
dng khong cch Euclidean)
3. Nhm cc i tng vo nhm
gn nht
4. Xc nh li tm mi cho cc
nhm
5. Thc hin li bc 2 cho n
khi khng c s thay i nhm no
ca cc i tng

K-mean cluster method

Bc 1. Khi to tm (centroid) cho 2

nhm. Gi s ta chn A l tm ca
nhm th nht (ta tm nhm th
nht c1(1,1)) v B l tm ca nhm th
2 (to tm nhm th hai c2 (2,1)).

K-mean cluster method

Bc 1. Khi to tm (centroid) cho
2 nhm.
- Thuc A l tm ca nhm th nht
(ta tm nhm th nht c1(1,1))
v Thuc B l tm ca nhm th 2
(to tm nhm th hai c2 (2,1)).

Bc 2. Tnh khong cch t cc

i tng n tm ca cc nhm
(Khong cch Euclidean)

Distance=

(X2 X1)2 + (Y2 Y1)2

K-mean cluster method

Bc 3. Nhm cc i tng vo nhm gn nht

D0

Bc 4. Tnh li ta cc
tm cho cc nhm mi da
vo ta ca cc i tng
trong nhm.
Nhm 1 ch c 1 i
tng A nn tm nhm 1
vn khng i, c1(1,1).
Tm nhm 2 c tnh
nh sau:

K-mean cluster method

Bc 6. Tnh li khong cch t cc i tng n tm mi

Bc 7. Nhm cc i tng vo nhm

Bc 8. Tnh li tm cho nhm mi

K-mean cluster method

Bc 9. Tnh li khong cch t cc i tng n tm mi

Bc 10. Nhm cc i tng vo nhm

Ta thy G2 = G1 (Khng c s thay i nhm no ca cc i tng) nn thut

ton dng v kt qu phn nhm nh sau:

K-mean cluster method

Maximum Distance

2 bc ngng do tm 2
cluster khng thay i

K-mean cluster method

Bc 1: chn Anlalyze Classify K Means Cluster

K-mean cluster method

Bc 1: a 6 bin vo Variables v thit lp option nh sau

Chn 3 cm

Linear Regression
Phn tch hi qui

o lng tng quan hi qui

Phng trnh hi qui: Y = a + b1X1 + b2X2 + + bnXn

o lng tng quan hi qui

Gia thuyet (v mi quan h tuyn tnh gia Y v cc bin X):

H0: b1 = b2 = = bn = 0

H1: Co t nhat mot bi <> 0

Kiem nh (F test)
p-value < Bc b H0 Tn ti t nht mt bin Xk no c quan h
tuyn tnh vi Y
p-value >= Chp nhn H0 Khng tn ti mi quan h tuyn tnh
gia Y v tt c cc bin X

o lng tng quan hi qui

Gi thuyt (Kim nh mi quan h tuyn tnh gia Y v tng Xi)
H0: bk = 0
H1: bk <> 0
Kim nh (t-test)
p-value < Bc b gi thuyt H0 Vit phng trnh hi quy cho Y v
Xk

o lng tng quan hi qui

o lng tng quan hi qui

Sony9= -0.9 + 0.42 sony1 + 0.19 sony2 + 0.11 sony 6 + 0.19 sony7 + 0.25 sony 8

o lng tng quan hi qui

o lng tng quan hi qui s dng bin gi

TNCN = -3.2 + 0.65 So nam di hoc + 0.15 tuoi + 2.7 Gioi tinh
Gii tnh l nam Dsex=1 TNCN = -0.5 + 0.65 So nam di hoc + 0.15 tuoi
Gii tnh l n Dsex=0 TNCN = -3.2 + 0.65 So nam di hoc + 0.15 tuoi
Xu hng v cc yu t khc gia nguyn Nam gii c thu nhp c nhn cao hn n
gii 2.7 ln

o lng tng quan hi qui s dng bin gi

TNCN= - 2.5 + 0.15 Tuoi + 0.67 so nam di hoc + 0.38 ctoc1 + 0.37 ctoc2
-Da trng ctoc1=1; ctoc2=0 TNCN = - 2.1 + 0.15 Tuoi + 0.67 so nam di hoc
-Da en ctoc1=0, ctoc2=1 TNCN = -2.2 + 0.15 Tuoi + 0.67 so nam di hoc
-Da mu khc ctoc1=0, ctoc2=0 TNCN = -2.5 + 0.15 Tuoi + 0.67 so nam di hoc
Mc thu nhp ca da trng > da en > da mu

Hi qui logistic

Vi

xc sut ca s kin odds=1 c so vi odds=0 khng

Hi qui logistic

88% c i lm

Ch s (odd) c i lm l 7.4

Poor

Hi qui logistic

Log (Odd-codilam) = 2 0.06docthanhaykhg

Odd=ea+Bx
-Khng i lm Odds = e2.035=7.65
-i lm Odds =e2.035-0.06=e1.975=???

Y=Odd2/1+Odds % cho 2 gia tr ca bin ph thuc

Hi qui logistic

M hnh hi qui logistic tng qut vi k yu t nguy c x1,x2,xk c m

t bi phng trnh sau:

Trong :
: h s chn (intercept). Gi tr ca z khi tt c cc bin c lp bng 0
1, 2, k: h s hi qui (regression cofficients) ca cc yu t nguy c
(cn gi l bin c lp) x1, x2,, xk. H s hi qui cho bit mnh
cng nh chiu ca s nh hng ca cc yu t nguy c n xc sut xy
ra s kin nghin cu. Nu h s h qui dng th yu t nguy c lm tng
kh nng (xc sut) xy ra ca s kin nghin cu v ngc li.

Hi qui logistic

Hi qui logistic

Hi qui logistic

-Tng 1 im (scale 1-5) ca sony1 s lm cho kin c a thch sony tng ln 2.5 ln
-Tng 1 im (scale 1-5) ca sony2 s lm cho kin c a thch sony tng ln 1.7 ln
-Tng 1 im (scale 1-5) ca sony7 s lm cho kin c a thch sony tng ln 2.7 ln
-Tng 1 im (Scale 1-5) ca sony8 s lm cho kin c a thch sony tng ln 1.7 ln