I.

D LIU TH CP.

nh ngha: D liu th cp l d liu do ngi khc thu thp, s dng cho cc mc dch c th l khc vi mc ch nghin cu ca chng ta. D liu th cp c th l d liu cha x l (cn gi l d liu th) hoc d liu x l. Nh vy, d liu th cp khng phi do ngi nghin cu trc tip thu thp. Do c thu thp sn v cng b nn d liu th cp t tn thi gian, tin bc trong vic thu thp. Tuy nhin, khng th xem nh d liu th cp bi vic nghin cu marketing s b thu hp nu nh hon ton s dng d liu s cp. Hiu v d liu th cp v s phong ph ca ngun d liu ny s l mt nhu cu cn thit cho ngi nghin cu v hu ht vic iu hnh nghin cu, lp k hoch nghin cu phi da rt nhiu vo d liu th cp. II. PHN LOI: d liu ni b v d liu bn ngai. 1. NGUN D LIU NI B D liu ni b: l nhng d liu bn trong cng ty nh cc bo co ca cng ty v chi ph, doanh thu, li nhun mt phn d liu th cp c thu thp ni b bn trong cng ty. Trong ni b nhiu t chc thng c nhng d liu hu ch m d thu thp hn l t cc ngun bn ngoi. i khi khi tin y rt quan trng (d liu ny khng ch c b phn tip th m c b phn k ton hay qun l xut khu, bn hng). Trong tng b phn ca t chc thng c cc d liu c lp biu mu hoc phn loi ph hp vi mc ch s dng khc nhau. nhng t chc c h thng thng tin qun l th cc s liu ny phi lun c sn. Cn xem xt tht cn thn gi tr d liu thu c. vic thu thp thong tin ca t chc c th lch lc khng chnh xc, cng c th d liu khng ph hp vi mc tiu ca ngi s dng. Mt s cng ty nghin cu th trng thu thp cc d liu c th bn li cho ngi lm marketing. Cng ty AC Nielsen l cng ty nghin cu tip th v qung co ln nht th gii ghi nhn v gim st tnh hnh theo di chng trnh truyn hnh ca khn gi, cng ty ny cng nghin cu v cung cp cc thng tin v sn phm bn l trn th trng. Cng ty c dch v nghin cu th trng thc hin sn cho nhiu khch hng, cung cp mt lng ln thng tin hu ch. V d: Mt bo tng sinh vt bin New England Aquarium Boston mt trong nhng i im c khch tham quan gh thm nhiu nht trong vng gn y pht hin lng khch tham quan gim hn sau mt thi gian pht trin rt nhanh. Tuy nhin y khng phi l vn , n ch l biu hin. n l tn hiu cho ban qun l thy

rng c mt iu g rt bnh thng v cn c lu tm n. Vn rt cuc cng c tm ra l do bo tng khng c kh nng thu ht khch tham quan a phng. Ngi nghin cu th trng v qun l bo tang phi cng nhau xc nh ng vn da vo nhng kt qu nghin cu th trng. iu ny buc h phi tp trung vo nhng thng tin thc s b ch gii quyt vn . Trong trng hp nghin cu ca bo tng sinh vt bin, gim c tip th c th a ra gi thit rng nhiu gia nh n tham quan bo tng vo cui tun hn l trong tun. bo tng c th y thc cho cng ty nghin cu th trng thu thp thng tin xc nh xem khch tham quan y thng i mt mnh hay i cng nhng ngi khc v h c phi l thnh vin ca mt gia nh hay khng. V im ny cng ty nghin cu th trng nn thc hin cuc iu tra khng chnh thc tm ra p n cho cu hi ny. C th ngun thng tin ny n t nhng ngi trong v ngoi t chc, bao gm nhiu nhn vin qun l, bn hng, v khch tham quan khc nhau. Cn kim tra nhng ngun thng tin th cp. bo co lng khch tham quan ca cng ty v ngun ni b khc c th gip ch c. mt s bo co hu ch khc c th tm thy thng qua chnh h v cc hip hi thng mi. i vi bo tng sinh vt bin, hip hi quc gia cc bo tng cung cp s nhn khu v khch tham quan cc bo tng trn khp nc M. ngun thng tin th cp ny ch ra cho bo tng sinh vt bin thy nhng c im no ca khch tham quan cn c tp trung trong nghin cu ca h.(sch MBA trong tm tay Charles D.Schewe & Alexander Hiam ).

2. NGUN D LIU BN NGOI Nhng ngun d liu th cp bn ngoi l cc ti liu c xut bn c c t cc nghip on, chnh ph, cc t chc phi chnh ph, cc hip hi thng mi, cc t chc chuyn mn, cc n phm thng mi, cc t chc nghin cu Marketing chuyn nghip S pht trin ca mng thng tin ton cu to nn mt ngun d liu v cng phong ph v a dng, l cc d liu thu thp t internet. Trong thc t, c rt nhiu d liu th cp c th s dng c v c th tm kim t nhiu ngun khc nhau. V vy iu quan trng l phi phn loi ngun d liu c mt phng php tm kim thch hp. C th phn ngun d liu bn ngoi thnh hai loi: Cc loi thng tin bn ngoi cng ty o lng c y l cc bo co, cc nghin cu chuyn ca chnh ph, b ngnh, s liu ca cc c quan thng k v tnh hnh kinh t - x hi, ngn sch quc gia, xut nhp khu, u t nc ngoihoc l ngun thng tin do cc cng ty nghin cu th trng thc hin bn cho khch hng m khng xut bn nh Nielsen

Do ngn sch c hn v khng thi gian, thit b v trnh chuyn su phn tch s liu cha x l. V th nh nghin cu c th s dng cc thng tin ny nh l gii php thay th tt nht. Cc loi thng tin bn ngoi cng ty c th o lng c: y l nhng thng tin dng nh lng, do nh nghin cu cn tm hnh thc thch hp lng ha chng. - Cc chi ph qung co ca i th cnh tranh: Vn c tm quan trng sinh t, l nh qun tr cn bit r v cc chin lc ca i th v phng cch thay i ca chin lc qua thi gian. C nhiu du hiu nhn bit chin lc , chng hn nh cc qung co trn ng ph, trn bo ch, TV, cn c vo m ta c th c lng chi ph v qua d ton c chin lc ca i phng. - Ni dung qung co ca i th: sau khi thu thp cc qung co ca i phng, ta phn tch ni dung nhn bit cc ch chnh, cc khc bit trong chin lc nhm vo cc th trng mc tiu, v c l quan trng nht l chuyn hng chin lc rt tinh t cng thi gian ca i th.Mun phn tch mt cch c h thng, ta cn phi a ra c cc bng chng ghi chp khch quan. Phn tch ni dung l mt k thut c th p dng cho qung co v cho cc ti liu bn ngoi khc c th o lng c. Chng hn nh cc bo co hng nm ca i th tuyn b trn bo i, th cho hng hay th iu tra , cc bao b ca i th cnh tranh. - D lun cng chng: cch thc cng chng nhn nhn v cng ty, v chng trnh tip th ca cng ty thng phn nh kh r nt qua bo ch, nht l bo chuyn ngnh.H thng ha cc cch nh gi ca bo ch v gii chuyn mn bn ngoi, cng ty s c c cc kt qu nghin cu quan trng. - Ti liu tnh hnh bo co tip th v i th : trong nn kinh t th trng, mc cnh tranh gay gt. V th cng ty cn thu thp c h thng cc thng tin v i phng. Thng thng cc thng tin ny bao gm: cc tuyn b trn bo ch, cc bi din vn ca cc cp qun tr cng ty i th, cc bi bo do cc nhn vt trong cng ty ng trn cc bo ph thng chuyn ngnh, bt c ti liu thng bo ni b ca i phng c c m khng phm lut, V thng tin t nhng ngun thu thp, nht l internet l khng gii hn nn cn c mt k hoch thu thp nhng thng tin cn thit nu khng s b qu ti. u tin l xc nh d liu cn c cho cuc nghin cu, tip n l lm r cc d liu no c th ly c t ngun no v sau l tin hnh thu thp. Chng hn khi vo mt th vin ln, iu u tin cn n l nn dng nhng sch hng dn ca th vin v ngun d liu hoc ti liu. V cng cn ghi ra nhng thng tin cn thit cho cuc nghin cu, sau tra cu nhng mc lc ca ti liu ni v cc

thng tin cn thu thp chn thng tin hu ch. Nu khng nh th, chng ta s tn th gi v khng t hiu qu. Hy xem ngun d liu th cp c s dng nh th no trong cu chuyn sau: Vo thng 3 nm 2000 ti cuc hp ca ngnh khai thc vng, McEwen, Ch tch v gim c iu hnh cng ty Coldcorp Inc c tr s ti Toronto cng b cuc thi Goldcorp Challenge , mt thch thc l thng cho cc nh a cht trn th gii : Chng ti s cung cp ln mng cho bn mi th v m vng Red Lake nu bn c th ch cho chng ti bit ni chng ti c kh nng tm ra 6 triu ounce vng. Tng gi tr gii thng l 575.000 USD v gii nht l 105.000USD, v kt qu l gii nht thuc v nhm cng tc c to nn t hai nhm Australia: Factual Graphics West Perth v Taylor Wall & Associates Queenland nhng ngi m cha bao gi t chn ti Canada ti d liu t cng ty Coldcorp, cc ngun thng tin khc xy dng v pht trin phn mm m t m vng theo khng gian 3 chiu. Cng ty Coldcorp Inc tin hnh khoan bn trong nm v tr hng u m nhm thng cuc xc nh v tm thy vng cc im ny. Nhng iu thc s quan trng l t mt ni xa xi, nhng ngi chin thng c th phn tch c s d liu v xc nh c cc mc tiu m khng cn quan st thc a1 L ngi ginh gii nht trong cuc thi , Archibald ni: Ti cha bao gi ti m , ti cha bao gi ti Canada. Vy lm th no mt ngi cha bao gi nhn thy m vng Red Lake li c th bit c a im vng nm u? Tt c l nh tm kim,phn tch v s dng hiu qu nhng ngun thng tin th cp. (1) Thomas L. Friedman,The World is Flat: a brief history of the twenty-first centery,(NXB Tr ,2005),175

III.

CC TIU CHUN NH GI D LIU TH CP

Tnh c th D liu th cp phi m bo tnh c th, c ngha n phi r rng, ph hp mc tiu nghin cu, c th h tr cho vic phn tch nhn din vn hay m t vn nghin cu. Tnh c th cn i hi s r rng v ngun d liu thu thp cng nh hiu qu ca d liu (so so snh li ch ca d liu vi chi ph thu thp). Tnh chnh xc ca d liu Ngi nghin cu phi xc nh d liu c chnh xc phc v cho mc ch nghin cu hay khng. D liu th cp c th c sai s (hay khng chnh xc), iu ny ph thuc vo ngun cung cp d liu. V vy, uy tn ca nh cung cp v tin cy ca ngun d liu nhng tiu chun cn xem xt khi thu thp d liu th cp. Tnh thi s

Nghin cu Marketing i hi d liu c tnh cht thi s (d liu mi) v gi tr ca d liu s b gim qua thi gian. cng l l do v sao cc doanh nghip nghin cu marketing lun cp nht thng tin nh k, to ra ngun thng tin c gi tr cao. Mc ch ca d liu c thu thp: D liu thu thp nhm p ng cho mt s mc tiu nghin cu xc nh v gii p cu hi "D liu cn c thu thp lm g?". D liu c thu thp phc v cho mt mc tiu nghin cu c th, v vy cc d liu c th ph hp cho mc tiu nghin cu ny nhng li c th khng ph hp trong trng hp khc. IV. U, NHC IM CA THNG TIN HNG HAI 1. u im:

Li ch quan trng nht ca d kin hng hai l tit kim c chi ph v thi gian (khi so snh vi d kin hay thng tin hng nht). Li ch ny th hin r khi t chc s dng d kin hng hai ni b v d kin bn ngoi m c sn th vin ( cc n phm ca chnh quyn, d kin ca hip hi thng mi, cc sch, bo, tp ch, bo co v cc n phm nh k. -> V d: Nu xt mc tiu nghin cu ca mt t chc l nh gi tim nng th trng vi mt sn phm. Nu thng tin hng hai c sn, nh nghin cu c th n nh sch, nhn din ngun thng tin thch hp v thu thp thng tin mong mun, cn thit m lin quan n tim nng th trng. Cng vic ny tn rt t thi gian v tn rt t tin. 2. Nhc im: - Tn km thi gian v chi ph khi thu thp l mt bt li khi thu thp thng tin hng hai. Trong trng hp ngun d kin bn ngoi khng c sn trong th vin th d kin m t chc cn thu thp thng l d kin c tiu chun ha (tc l d kin c tnh chuyn mn ngh nghip trong mt lnh vc c th no ). Ngun d kin ny thuc loi ngun ca cc tp on thng tn hay kinh t. c ngun thng tin ny, t chc nghin cu s tm n cc cng ty chuyn iu tra, nghin cu yu cu cung cp thng tin cn thit cho vic nghin cu v tr tin cho h. -> V d: khi cn d kin v tnh hnh tiu th TD ti TPHCM: s lng dt tiu th/ nm, s ng c thu nhp tng i cao mua t, s thch v chc nng, kiu dng, nhn hiu th nh nghin cu tm n cty chuyn iu tra nghin cu th trng, yu cu h thc hin vic ny. Chi ph trong TH ny kh cao.

Ngoi ra, trong TH nh nghin cu mun tm kim thng tin tng tr bng cch iu tra, phng vn m khng thng qua cc cng ty nghin cu, kho st th trng th va tn km v mt nhiu thi gian. H phi mt nhiu tun hay nhiu thng thit k bng cu hi; hun luyn nhn vin phng vn, suy ngh k hoch chn mu v thu thp x l thng tin. Chi ph cho d n nghin cu nh th c khi phi tn hng nghn USD. Bt li khc ca thng tin hng hai l lin quan n tnh p ng vn nghin cu, c ngha l cha chc phm vi m d kin thu thp c ph hp nhu cu thng tin ca d n nghin cu hay khng. a s d kin hng hai c thu thp ngun c sn c khc bit vi mc ch nghin cu ban u ca mt t chc, khng gip ch cho nh nghin cu. -> V d: mt d n i hi d kin v li tc h gia nh (household income) nhng nh nghin cu li tm thy li tc c o lng bng n v c nhn (n v tiu dng l spending unit) khc xa so vi mc ch nghin cu. -> V d: Thm ch gi s n v o lng l ng, nh nghin cu ch tm thy d kin v li tc h gia nh dc k khai vi ranh gii 7000USD ($0 6999; $7000 13999; .) trong khi nhu cu thng tin ca d n i hi ranh gii l 5000USD. chnh xc ca d kin

Mt hn ch quan trng ca thng tin hng hai l kh khn trong vic nh gi mc chnh xc ca chng. Ngun gc sai lm trong vic chn mu nghin cu, thu thp, phn tch d kin v cc giai on bo cc trong tin trnh nghin cu nh hng n chnh xc ca d kin. Cc ngun sai lm c th c nh gi khi nh nghin cu tham gia trc tip vo tin trnh nghin cu v da theo cc tiu chun sau nh gi chnh xc ca d liu hng hai: ngun gc, chng c v cht lng ca thng tin hng hai v mc ch ca n phm cha thng tin . Vn thi hn ca d kin

Cc d kin hng hai trnh by mt chui s kin v th gii vo mt thi im m d kin thu thp c. V th c nhng d kin vo thi im m d kin c thu thp li thi, khng cn ph hp vi vic nghin cu hin ti na. Trong thc t, thng nh nghin cu marketing dng d kin hng hai c t hai n nm nm.