PHP TH TH HIU (hedonic tests)

KS. LE HOANG DU

PHP TH CM QUAN
Phn bit
M t
Cc sn phm c khc nhau hay khng?
Cc sn phm khc nhau nh th no trn tng tnh cht cm quan c th? Cc sn phm c a thch nhiu nh th no hoc sn phm no c a thch hn?

Th hiu

TH NGHIM TH HIU

NGHIN CU TH TRNG

Tin hnh trc Mu v danh Ngi th l nhng ngi tng s dng sn phm tr li ngi tiu dng c thch tnh cht cm quan ca sn phm khng? K vng da trn cc sn phm tng t trong nhm Khng dng nh gi phn hi/sc hp dn v khi nim sn phm

Tin hnh sau Cung cp thng tin sn phm Ngi tham gia trong giai on th sn phm tr li sn phm c th thnh cng trn thng trng hay khng? K vng c c t khi nim/yu cu v vic s dng cc sn phm tng t Khng c kh nng o s hp dn cm gic khi tch bit khi nim v k vng

PHP TH TH HIU
Mt s vn l thuyt Cc php th Mt s nghin cu

NH NGHA

Hedonic:

Tnh cht yu thch hoc khng yu thch

Ght Thch

Aversion:

Thi trnh s dng mt cht kch thch Tnh cm v cm gic d chu lin quan n s hi lng v mt mong mun, mt nhu cu vt cht hay tinh cm

Pleasure:

CC TNH CHT / C TNH

Phn ng yu thch hoc khng yu thch ph thuc vo truyn thng vn ha, kinh nghim c nhn ca mi ngi.
Khng n nh theo thi gian Bin i t c nhn ny sang c nhn khc C kh nng bin i nh hc hi nh hng n gin ca s hc hi

nh hng n gin ca s hc hi
Xu hng t chi cc sn phm thc phm khng quen thuc

Neophobia

Neophilic

Pliner (1982) : 3 loi nc tri cy nhit i (A * 5, B*10, C*20)

6 5

Mc a thch

3
2 1 0

10

20

S ln th

YU CU
Dng cc thnh vin cha c hun luyn
Dng cc php th so snh hn l cc php th da trn cc nh gi tuyt i Thch nghi vi thuc tnh tiu dng

Phn tch thuc tnh tiu dng sn phm

Thng xuyn

Cht lng
Dng tiu th (nu, ti, lnh, nng)

Chn la ni nh gi cm quan
Phng th nghim c nh (fixed laboratory) Phng th nghim di ng (central location test)

nh (home-use test)
Hon cnh t nhin (natural situation)

La chn ngi tiu dng

i vi th nghim ch din ra 1 ln Ni cng cng Ni bn hng Qua in thoi Qua th tn Thng bo i vi mt hi ng ngi tiu dng Trong vng 12 thng: Khng qu 24 bui th (ti a 12 bui th cho mt gia nh) . Tng s cc bui th trong i: khng qu 72 bui. (XP V 09-500)
Vic la chn ngi th ty thuc vo ch tiu nghin cu

PHP TH TH HIU
Mt s vn l thuyt Cc php th Mt s nghin cu Phn tch thng k

PHP TH U TIN CP I
Nguyn tc: Hai mu c gii thiu ng thi. Ngi th c yu cu ch ra mu m h thch hn. Xc xut ca gi thuyt Ho: Ppc=0.5

PHP TH U TIN CP I
Php th u tin cp i.

362

547

Trong hai mu c gii thiu, bn thch mu no hn?

Trt t trnh by mu: AB/BA X l kt qu: Tra bng, Khi-bnh phng, Phn b chun v kim nh Z v t l

PHP TH U TIN CP I

362

547

PHIU HNG DN Mt b mu gm 2 da bnh biscuit s c gii thiu cho bn. Xin vui lng thanh v bng nc lc trc khi bt u th mu.

Bn hy th nm mu theo th t t tri sang phi v xc nh mu no l mu m bn thch hn bng cch KHOANH TRN m s mu (bn bt buc phi c mt la chn). Cm n bn tham gia.

PHP TH U TIN CP I

362

547

PHIU NH GI. M s ngi th: 26 Mu m bn thch hn l mu:

362

547

PHP TH U TIN CP I
PHN B NH PHN V BNG TRA

u tin cp i S cu tr li Mc xc xut
(n)
50 60 70
0.05

0.01

33 39 44

80
90 100

50
55 61

35 41 47 52 58 64

PHP TH XP DY (ranking test).

Nguyn tc: Cc mu c gii thiu ng thi. Ngi th c yu cu sp xp cc mu theo mt trt t hoc gim dn hoc tng dn theo mc u tin (mc a thch).

PHP TH XP DY (ranking test).

Trt t trnh by mu: hnh vung Latin Williams vi R, package crossdes, hm williams(n). Vd: 3 mu
V tr N.th [1,] [2,] [3,] [4,] [5,] [6,] I II III

A B C C A B

B C A B C A

C A B A B C

X l kt qu: Friedman test

PHP TH XP DY

PHIU HNG DN Vui lng thanh v bng nc lc trc khi bt u th mu. Bn c th thanh v thm bt k lc no trong sut qu trnh th mu Xin vui lng nm nm mu theo th t c trnh by, t tri sang phi. Bn c th nm li mu mt khi bn th nm xong tt c cc mu. Hy sp xp cc mu theo th t t a thch nht n t c a thch nht bng cch in m s cc mu vo thang trong phiu nh gi. V d: a thch nht 398 t c a thch nht 349 246

852

426

PHP TH XP DY

362

547

184

819

651

PHIU NH GI M s ngi th: 23 a thch nht 819 Ngy:19/02/2009 t c a thch nht

362

547

651

184

Kim nh Friedman
H0: Tng hng ca cc sn phm l ging nhau
Trong : N: S lng ngi th 2 2++R R1 P: S lng mu P - 3N(P+1) Ri: Tng hng ca sn phm I

12 F= NP(P + 1)

Ftest < F Tra bng Ftest > F Tra bng

Chp nhn gi thuyt H0 Gi thuyt H0 b loi b, cc mu khc nhau c ngha => i xc nh cp mu no khc nhau bng LSD (Least Significant Difference)

Kim nh Friedman
S khc nhau nh nht c ngha c tnh nh sau:
LSD = z

NP(P+1) 6 2 P(P-1)

z l gi tr thu c trong bng Gauss mc

(vi = 0.05, z = 1.96; vi = 0.01, z = 2.576)

Nu |Ri - Rj| > LSD => cc sn phm i v j khc nhau c ngha

V d kt qu php th xp dy
Ngi th A B Mu C D E

1
2 3

2
4 1 ..

4
5 4

5
3 5

3
1 3

1
2 2

14
Tng hng

3
33

5
53

2
52
2

4
45

1
27

12 F= NP(P + 1) F= 12 14x5x(5 + 1)

2++R R1 P - 3N(P+1)

Ta c: N = 14 P=5 R1 = 33 R2 = 53 R3 = 52 R4 = 45 R5 = 27

[33 + 53 + 52 + 45 + 27 ] - 3x14x(5+1) = 15,31

2 2 2 2 2

Ftest = 15,31 > Ftra bng = 9,32 (vi = 0.05, N = 14, P = 5)

=> Cc mu khc nhau c ngha

Kim nh Friedman
LSD = z

NP(P+1)

6 14 x 5(5+1) = 16,40 6
E - B: |27 - 53| = 26 E C: |27 52| = 25 E D: |27 45| = 18

Chng ta c LSD = 1.96

A B: |33 - 53| = 20 A C: |33 - 52| = 19

E 27

A 33

D 45

C 52

B 53

PHP TH CHO IM
Nguyn tc: Cc mu c gii thiu ln lt. Ngi th c yu cu nh gi mc a thch ca h i vi sn phm trn mt thang im.
Thng thng l thang 9 im (im 1: cc k ght, im 9 cc k thch)

PHP TH CHO IM
Trt t trnh by mu: hnh vung Latin Williams vi R, package crossdes, hm williams(n). Vd: 4 mu

V tr N.th [1,] [2,] [3,] [4,]

I 1 2 3 4

II 2 3 4 1

III 4 1 2 3

IV 3 4 1 2

X l kt qu: ANOVA m hnh S*A

PHP TH CHO IM
PHIU HNG DN

Vui lng thanh v bng nc lc trc khi bt u th mi mu.

Bn s nhn c ln lt 5 mu bnh biscuit. Hy nm cc mu bnh ny v cho bit mc a thch ca bn i vi tng mu bnh biscuit ln thang 9 im trong phiu nh gi bng cch nh du cho vo im m bn cho l thch hp nht
Trong : im 1: cc k khng thch 2: rt khng thch 3: khng thch 4: hi khng thch 5: khng thch cng khng ght 1 2 3 4 5 6 7 8 9

6: hi thch thch 7: thch 8: rt thch 9: cc k thch

Ghi ch: mt phiu nh gi ch dng cho mt mu

PHP TH CHO IM

863 PHIU NH GI 863 M s mu:

1 2

M s ngi th: 56
3 4 5 6

Ngy:12/02/2009 X
7 8 9

PHP TH CHO IM

161 PHIU NH GI 161 M s mu:

1 2

M s ngi th: 56 X
3 4 5 6 7

Ngy:12/02/2009
8 9

V d cu hi
Nm su sn phm gii thiu t tri sang phi ri nh du vo tng ng vi n tng ca bn
cc k d chu rt d chu d chu hi d chu khng d chu khng kh chu hi kh chu kh chu rt kh chu

cc k kh chu

NF V 09-015

V d cu hi
Nm su sn phm gii thiu t tri sang phi ri nh du vo tng ng vi n tng ca bn
sn phm ny lm ti cc k hi lng
sn phm ny lm ti rt hi lng sn phm ny lm ti hi lng khng kin sn phm ny lm ti khng hi lng sn phm ny lm ti rt khnghi lng sn phm ny lm ti cc k khng hi lng

NF V 09-015

V d cu hi
Nm su sn phm gii thiu t tri sang phi ri nh du vo tng ng vi n tng ca bn
Ti hon ton khng thch Ti rt thch

1 2 3 4 5 6 7 8 9 10 NF V 09-015

V d cu hi
Nm su sn phm gii thiu t tri sang phi ri nh du vo v tr tng ng vi nh gi ca bn

Ti hon ton khng thch

Ti rt thch

NF V 09-015

V D: C PH PHP VS. C PH VIT NAM

C ph
10 loi c ph rang xay c gii thiu trong cc l thy tinh sm mu

Php
Rgal Jacques Vabre Carte noire Maison du caf pur arabica Maison du caf tradition Gringo Jacques Vabre

Vit Nam
Highland coffee Vit Php M trang Phng vy Trung Nguyn

Cu hi

Ngi tiu dng

138 sinh vin

1) Bn c s dng c ph khng ? c khng Nu khng, dng iu tra Nu c, chuyn sang phn nm sn phm (trang sau).

nh gi
S a thch : 0 : Ti hon ton khng thch Mu 1 : 0 1 2 3 4 5 6 7 8 9 10 5 : thch va phi 10 : Rt thch

Mu 2 : 0 1 2 3 4 5 6 7 8 9 10

Mu 3 : 0 1 2 3 4 5 6 7 8 9 10

V d
2) Gii tnh : F M

3) Tui :
15-20 21-30 31-40 41-50 51-60 >60 4) Ni sinh : 5) Bn ung c ph nh th no ? en khng ng sa khng ng 6) Thi quen ung c ph ca bn : nhiu ln trong ngy nhiu ln trong tun 7) Thi im no trong ngy ? n sng bui sng n tra bui chiu n ti en c ng sa v ng mi ngy mt ln nhiu ln trong tun

8) Bn ung c ph u ? nh bn vn phng qun ni khc : 9) Bn ung loi c ph no ? Arabica Robusta khc : khng bit 10) Bn ung dng c ph no ? c ph bt c ph rang xay c ph ha tan 11) Bn ung c ph hiu g ? Sn phm bn ung thng xuyn nht : Sn phm bn thnh thong mi ung : 12) Mi bt c ph c phi l tiu chun la chn c ph khng ? c khng 13) Bn c ht thuc khng ? c khng

Kt qu
C ph
M trang Phng Vi Gringo Vit Php Trung nguyn Rgal Highland coffee Maison du caf (pur arabica) Maison du caf (tradition) Carte noire

Trung bnh
2,75 2,96 3,40 3,69 3,70 3,95 4,41 5,01 5,09 5,75

Variance
4,46 4,37 4,17 4,99 6,77 5,87 4,92 5,41 4,45 7,10

10

Coffee me trang

Phuong yy Gringo Jacques Vabre Viet phap

ef

Vit Nam
Php
Trung nguyen Rgal Jacques Vabre Highland coffee

ed
ed

cd
c

F(9,1239) = 34.56 p<.0001

Maison du caf pur Maison du caf tradition Carte noire

c b b a

Phn tch phng sai : ngi th * sn phm

10 8 6 4 2 0
Gringo Jacques Vabre Carte noire Rgal Viet phap Maison Jacques du caf Vabre tradition Maison du caf pur arabica Trung nguyen Me trang Highland coffee Phuong vy

Vit Nam

Php

Th hiu Bia Tp HCM

Sn phm: Bn Thnh, Carlsberg, Foster, H Ni, Heineken, Laser, Si Gn (chai ), Tiger, 333
Ngi th: 90 ngi Quy trnh nh gi:
Blind test (khng c nhn hiu sn phm) C nhn hiu sn phm

Th hiu Bia Tp HCM

Khng c nhn hiu

im trung bnh

8 7 6 5 4 3 2

6.21

5.62

6.32 4.07 4.24 4.58

6.66 4.49 4.93

1
0 Heneiken 333 Tiger H Ni Bn Thnh Laser Carlsberg Si Gn Foster

Th hiu Bia Tp HCM

C nhn hiu
9 8 7

im trung bnh

7.61 5.76 5.64 4.50

6 5 4 3
2 1 0

5.39

4.28

4.73 3.74 3.78

Loi bia

Cc bc t cu hi iu tra
Cu hi sng lc Kh nng chp nhn chung
Cc l l thch hay khng thch Nhng cu hi v thuc tnh c th Cc yu cu, kin v vn Mc u tin nu iu tra nhiu sp

10 kinh nghim xy dng bng cu hi iu tra

Phi ngn gn S dng ngn ng d hiu Khng hi nhng g m ngi ta khng bit Phi c th Nhng cu hi c nhiu cch la chn cu tr li nn thu o v loi tr ln nhau 6. Khng dn dt ngi tr li 7. Trnh s m h 8. Ch cc tc ng ca cch din t 9. Cn thn vi cc hiu ng lch nhn thc tch cc v lch nhn thc tiu cc 10. Th nghim s b thng l cn thit 1. 2. 3. 4. 5.

Nhng vn pht sinh t cc cu hi

1. 2.
3. 4. 5. 6. 7. 8. 9.

ng b c thch sn phm ny khng? Bang Newyork c nn cm s dng ALAR ln to hay khng? ng b lm g ngay sau khi mua sa chua gi lnh? ng b mua bnh pizza ln gn y nht u? Nm ngoi, ng b mua bao nhiu lt sa? Ti sao ng b li ni nh vy? ngh xp hng nhng loi kem ny t 1 n 9 trn thang o s a thch. S nm sng Newyork C ph ho tan hay loi sy kh v gi lnh tin li v kinh t hn?

Nhng vn pht sinh t cc cu hi

1.

ng b c thch sn phm ny khng?

tr li: Ti thch Cu hi mang tnh dn dt Nn hi kin chung ca ng b nh th no?

Nhng vn pht sinh t cc cu hi

2. Bang Newyork c nn cm s dng ALAR trn to hay khng?
tr li: ng nhin ALAR l ch vit tt, gy hiu lm Cm mt t tc ng mnh v xc cm, dn dt ngi tr li

Nhng vn pht sinh t cc cu hi

3. ng b lm g ngay sau khi mua sa chua gi lnh?
tr li: ti khng lm g c Cch gii thch m h

Nhng vn pht sinh t cc cu hi

4. ng b mua bnh pizza ln gn y nht u?
tr li: Ohio Cu tr li khng c th

Nhng vn pht sinh t cc cu hi

5. Nm ngoi, ng b mua bao nhiu lt sa?
tr li: hn 10 Khng nn hi nhng g khng c sn trong tr nh

Nhng vn pht sinh t cc cu hi

6. Ti sao ng b li ni nh vy?
tr li: Rt khng c th, t nh vy l nh th no?

Nhng vn pht sinh t cc cu hi

7. ngh xp hng nhng loi kem ny t 1 n 9 trn thang o s a thch.

Cho im khng phi l xp hng. S dng thut ng tu tin, khng c th

Nhng vn pht sinh t cc cu hi

8. C ph ho tan hay loi sy kh v gi

lnh tin li v kinh t hn?

M h, cu hi nc i.