Nhng vn c bn ca

nghin cu Marketing

CHNG MT

NHNG VN C BN CA NGHIN CU MARKETING

NI DUNG CHNH

Chng ny cp n nhng ni dung ch yu sau:

-

nh ngha v nghin cu marketing

Phn loi nghin cu marketing

Vai tr ca nghin cu marketing

H thng thng tin marketing, h thng h tr ra quyt nh v nghin cu marketing

Tin trnh nghin cu marketing

ng dng ca nghin cu marketing

Ai thc hin nghin cu marketing

Quan h gia ngi s dng thng tin v ngi cung cp dch v nghin cu

xut v ph chun d n nghin cu

NH NGHA NGHIN CU MARKETING

C bao gi bn ly lm l khi bit rng cng mt loi sn phm v c cng cng dng m ngi ta
thch sn phm ny hn sn phm khc? C khi no bn t hi lm th no ngi kinh doanh
bit c khch hng mun thay th sn phm m hin ti h tiu dng bi mt sn phm trong
tng lai c cng dng nhiu hn, cht lng tt hn... Mt trong nhng cng c chnh pht
hin nhu cu v s thay i trong hnh vi ngi tiu dng, v qua tr li nhng cu hi c t
ra trn l thc hin vic nghin cu marketing. Nghin cu marketing gip cho ngi lp k
hoch chin lc v tc nghip trong lnh vc marketing c nhng thng tin cn thit hoch nh
v a ra nhng quyt nh ph hp vi nhu cu ca ngi tiu dng. Vn t ra l cn phi
hiu r nghin cu marketing l g, ti sao chng ta phi tin hnh hot ng nghin cu marketing
v tin trnh nghin cu marketing s thc hin nh th no?
Marketing l tp hp tt c cc hot ng ca con ngi nhm hng ti vic tha mn nhu cu
khch hng thng qua hot ng trao i. thc hin c iu , mi doanh nghip cn phi
thc hin chc nng qun tr marketing. Theo nh ngha bi Hip hi Marketing M (American
Marketing Association - 1985) th ''Qun tr marketing l qu trnh lp v thc hin k hoch
gi, khuyn mi, phn phi cc tng, sn phm v dch v thng qua s trao i nhm tha
mn nhng mc tiu ca c nhn v t chc"(1). Cc nh qun tr c gng tha mn nhu cu ca
khch hng thng qua vic tm hiu nhu cu ca h; v cng hiu r khch hng th cng d dng
hn trong vic a ra cc quyt nh nhm tha mn nhng nhu cu . Mt trong nhng cch
thc tm hiu nhu cu khch hng l thwcj hin nghin cu marketing. Nghin cu
marketing l qu trnh thu thp v phn tch mt cch c mc ch, c h thng nhng thng tin
lin quan n vic xc nh hoc a ra gii php cho bt lun cc vn lin quan n lnh vc
marketing.
PHN LOI NGHIN CU MARKETING
Nghin cu c bn v nghin cu ng dng
Cc hot ng nghin cu ni chung c th nhm n vic pht trin, m rng kin thc (l
nghin cu gip nhn dng vn cha r rng trong hin ti hoc c th ny sinh trong
tng lai - nghin cu c bn) hoc nhm ng dng, gii quyt mt vn (l nghin cu
gip gii quyt nhng vn thc tin, nhng ng dng c th trong thc t - nghin cu ng
dng). Theo nh ngha trn th nghin cu marketing l dng nghin cu ng dng. Ni dung
cc loi nghin cu ny c gii thiu trong hnh v sau:
Hnh s I.1.

Nghin cu c bn v nghin cu ng dng

HOT NG NGHIN CU

Nghin cu c bn
L nghin cu pht trin, m rng
kin thc ni chung hoc cho mt ngnh
no ni ring; tm hiu nhng quy
lut ca t nhin hay nghin cu mt l
thuyt c cng nhn vi mc ch
pht trin kin thc mi.

Nghin cu ng dng
1. Nghin cu phn khc th trng
2. Nghin cu sn phm
3. Nghin cu gi sn phm
4. Nghin cu khuyn mi
5. Nghin cu phn phi sn phm

Phn theo mc tiu nghin cu

C th phn loi nghin cu marketing da vo mc tiu nghin cu marketing. Nghin cu
marketing c th nhm n mc tiu (1) nhn din v xc nh vn cn nghin cu, (2) m t
vn c xc nh, (3) pht hin nhng mi quan h gia cc bin s trong vn nghin
cu ra gii php gii quyt vn ...
Tng ng vi cc mc tiu nghin cu ny, chng ta c cc dng nghin cu marketing: nghin
cu thm d, nghin cu m t v nghin cu nhn qu.
Nghin cu thm d (Exploratory Studies):
Mc tiu ca nghin cu thm d l nhm xc nh hoc nhn din cc vn ang tn ti trong
hot ng marketing. c th l s gim st v doanh s bn hay s km ci ca h thng phn
phi... Loi nghin cu ny c s dng trong giai an u tin ca tin trnh nghin cu
marketing gip xc nh ng vn cn nghin cu.
Nghin cu thm d c th chia lm cc giai an:
- Thu thp cc d liu th cp v thc hin vic quan st lin tc tnh hnh hot ng marketing
ca doanh nghip, trn c s a ra cc gi thuyt v cc tnh hung c vn .
- Thu thp d liu lm r nhng vn c gi thuyt. giai on ny, ngoi cc d
liu th cp thu thp c, c th s dng cc chuyn gia c kinh nghim gip khi nim
ng c vn v m t tnh hung ca vn .
- S dng cc phn tch gi nh xc nh ranh gii v phm vi ca vn cn nghin cu.
y l bc quan trng, bi n s gip vic nghin cu tp trung vo cc ni dung ch yu, b
qua cc ni dung hoc cc yu t t c nh hng n vn nghin cu, t nh nghin cu
c th tit kim c chi ph cng nh xc nh thi gian hp l tin hnh cc cc cuc
nghin cu.
- Bc cui cng l tng hp xc nh chnh xc vn cn nghin cu.
Nghin cu m t (Descriptive Studies):
Khi xc nh ng vn nghin cu, cn phi m t nhng c im, tnh cht lin quan n
vn .
Nghin cu m t tp trung vo vic m t cc c im ca vn m khng tm cch ch r cc
mi quan h bn trong vn nghin cu. Chng hn, m t qui m, tim nng ca th trng,
cc yu t nh hng n s tng trng hay nh tr ca th trng...
Nghin cu m t gip ngi nghin cu xc nh qui m ca vic nghin cu cn tin hnh,
hnh dung c ton din mi trng ca vn , v nh trong mt s trng hp, ngi
nghin cu c th c on c xu th v chiu hng pht trin ca vn .
nghin cu m t, ngoi ngun d liu th cp, ngi nghin cu cn phi thu thp d liu s
cp, s dng cc th nghim marketing hoc lp cc m hnh gi nh phn tch.
Nghin cu nhn qu (Causal Studies):
Nghin cu nhn qu nhm pht hin cc mi quan h nhn qu trong vn nghin cu, v nh
vy y l loi nghin cu nhm mc tiu tm ra gii php gii quyt vn . thc hin
nghin cu nhn qu, ngi nghin cu c th s dng cc m hnh phn tch gi nh, nhng
thng thng v ph hp hn cho vic nghin cu l s dng cc m hnh th nghim.
3

Trong thc t, vic nhn din mt quan h nhn qu gia hai bin s khng phi l n gin. Do
tnh h thng ca mi hin tng, s vt cho nn mt kt qu xy ra khng phi do mt nguyn
nhn duy nht m c th do nhiu nguyn nhn to nn. V vy, khi tm hiu cc quan h nhn
qu, thng ngi ta ch cc nguyn nhn ch yu nht.
kt lun mt quan h l quan h nhn qu, cn c iu kin sau:
- Phi c nhiu bng chng r rng v mi lin quan gia mt tc nhn v mt kt qu quan st
c.
- Phi c bng chng l tc nhn i trc kt qu.
- Phi chng t mt cch r rt l ngoi tc nhn khng th c li gii thch c cn c no
khc v kt qu nhn c, ngha l nhng s gii thch khc (ngoi tc nhn nu) phi
c loi tr. c th thc hin c iu ny, nh ni trn, mun nghin cu quan h
nhn qu, cn phi gi cho cc yu t lin quan khc l khng i. Chng hn cu sn phm l
i lng t l nghch vi gi c sn phm trong cc iu kin khc khng i (gi c sn
phm b sung, thay th, th hiu ngi tiu dng...)
VAI TR CA NGHIN CU MARKETING
Bn cht ca nghin cu marketing
Bn cht ca hot ng marketing trong doanh nghip l nhn mnh s nhn dng v tha mn
nhu cu khch hng thng qua qu trnh trao i. xc nh nhu cu khch hng, qua xy
dng v thc hin chin lc v cc chng trnh Marketing nhm tha mn nhng nhu cu ,
cc gim c Marketing cn nhiu thng tin v khch hng, i th cnh tranh v cc thng tin
khc trn th trng.
Trong nhng nm gn y, nhiu nhn t tc ng lm tng yu cu v thng tin ca doanh
nghip c v s lng v cht lng khi a ra cc quyt nh lin quan. Khi phm vi hot ng
ca cc cng ty m rng trn ton quc v trn th trng quc t, th nhu cu thng tin cn ln
hn v rng hn v phm vi ca th trng m rng. Khch hng ngy cng tr nn kh tnh
v phc tp hn th a ra cc quyt nh Marketing, nh qun tr cn phi c thng tin a
dng hn v tt hn v khch hng. Khi i th cnh tranh tr nn mnh hn th cc gim c
marketing cn thng tin v hiu qu ca cc cng c marketing ca cc i th, hoc khi mi trng thay i nhanh chng th h cn nhng thng tin chnh xc v cp nht hn. Cng vic ca
nghin cu Marketing l nh gi nhu cu thng tin v cung cp nhng phng n cho s qun l
i vi thng tin hin ti. Thng tin cn c thu thp mt cch chnh xc, hp l v c gi tr,
nht l trong iu kin mi trng cnh tranh nh hin nay. Tnh khoa hc ca cc quyt nh
ngy cng cao ca cc cng ty i hi nghin cu Marketing phi cung cp ngun thng tin lnh
mnh v t sai st.
Tuy nhin, c mt nghch l trong thc t l, nhng nh nghin cu marketing th c trch nhim
nh gi nhu cu thng tin v cung cp thng tin nhng quyt nh marketing ca cng ty th c nh ra bi gim c marketing. Xu hng ny hin nay ang thay i, c ngha l nhng
nh nghin cu marketing ngy cng tr nn quan trng hn trong vic ra quyt nh v cc gim
c cng quan tm hn n vic nghin cu lm sao mt ngi gim c marketing khi a
ra quyt nh cn phi hiu r nhng thng tin m mnh ang c. iu ny c th phc v cho
vic hun luyn cc gim c marketing tt hn, nm bt c nhng tin b khoa hc k thut
p ng vi s chuyn i m hnh nghin cu marketing linh hot hn, ph hp vi yu cu
nghin cu.

Hnh s I.2.

Nhm khch hng

Bin s c th kim sot

1.
2.
3.
4.

Vai tr ca nghin cu marketing

1.
2.
3.
4.

Sn phm
Gi c
Phn phi
C ng, xc tin
(chiu th)

Ngi tiu dng

Nhn vin
C ng
Nh cung cp

NGHIN CU
MARKETING

Bin s khng th kim sot

1.
2.
3.
4.

Kinh t
K thut
Cnh tranh
Lut v s iu tit ca
chnh ph
5. Vn ha, x hi
6. Chnh tr

Xc nh nhu cu

Cung cp

Quyt nh

thng tin

thng tin

marketing

B phn marketing
1.
2.
3.
4.

Phn on th trng
La chn th trng mc tiu
Cc chin lc marketing
Thc hin v kim tra

H thng thng tin (MkIS Marketing Information systems), h thng h tr ra quyt nh

marketing (MDSS Marketing decision support systems) v nghin cu marketing
H thng thng tin marketing - MkIS
Chc nng chnh ca marketing l to ra mi quan h, lin kt gia doanh nghip v khch hng,
v doanh nghip phi lun n lc duy tr v pht trin mi quan h ny ngy cng tt. Cc
doanh nghip u c gng thit lp v t chc cc dng thng tin marketing n nhng nh
qun tr marketing lm c s cho vic a ra quyt nh.
Nh vy, h thng thng tin marketing (MkIS) l ton b con ngi, thit b, v cc quy trnh
c thit k thu thp, phn loi, phn tch, nh gi, phn phi thch hp, ng lc v chnh
xc thng tin cho nhng ngi ra quyt nh marketing.
Cc b phn ch yu ca h thng thng tin marketing:
- H thng bo co ni b: bao gm cc bo co v n t hng v tnh hnh tiu th, doanh s
bn hng, mc tn kho, cc thng tin v khch hng, cc nh cung cp,... Phn tch cc thng
tin ny s gip nh qun tr khm ph cc c hi hoc pht hin ra cc vn quan trng cn
phi gii quyt.
- H thng tnh bo marketing: l ton b cc ngun v cc phng php m cc nh qun tr
marketing thu thp thng tin hng ngy v cc yu t ca mi trng marketing. Cc cng ty
thu thp cc thng tin tnh bo marketing t bn ngun c bn. Ngun th nht l qua lc
lng bn hng ca doanh nghip. Ngun th hai l t cc trung gian phn phi, khch hng,
nhng nh cung cp, t vic tham gia hi ch thng mi, hi ch trin lm, gp g nhng
nhn vin c ca i th cnh tranh, i l ca cc i th cnh tranh, hay mua sn phm ca
5

i th cnh tranh Ngun th ba l t mua thng tin t cc c nhn hay t chc chuyn cung
cp thng tin. Ngun th t l t vic phn tch cc n phm nh cc bo, tp ch chuyn
ngnh, cc ti liu thng k su tp t cc ngn hng d liu.
- H thng h tr quyt nh nhm la chn thng tin t c s d liu, chuyn ha nhng thng
tin thnh nhng thng tin c th s dng c v cung cp cho ngi s dng.
- Nghin cu marketing cho php nh qun tr marketing c c cc thng tin v mt vn
hoc cc c hi marketing nht nh m nhng thng tin ny cha th c c qua h thng
bo co ni b hoc h thng tnh bo marketing. Chng hn, thc hin nghin cu bit
c mc a thch v nhn hiu mi tung ra trn th trng nhm d on mc bn trong
vng, hoch nghin cu nh gi hiu qu ca mt chin dch qung co...
Hnh s I.3.

S h thng thng tin, h tr quyt nh v nghin cu marketing trong

vic ra quyt nh marketing

NH
QUN
TR
Phn tch

H thng thng tin marketing

Pht trin thng tin

Xc nh
nhu cu
thng tin

Hoch
nh

marketing

Chi chp

Tnh bo

ni b

marketing

MI
TRNG
MARKETING
Th nghim
Th trng
Knh
Marketing
i th
Cnh tranh

Thc hin

H thng
h tr
quyt nh

Phn phi
thng tin

Kim tra
Quyt nh marketing

Nghin cu
marketing

Cng chng
Mi trng

H thng h tr quyt nh marketing

H thng h tr ra quyt nh marketing (Marketing Decision Support Systems - MDSS) s cung
cp phng tin c th cho nhng ngi ra quyt nh c th tng tc trc tip n c s d liu
v m hnh phn tch.
MDSS l mt h thng thng tin tng hp bao gm h thng c s d liu, m hnh, kh nng
phn tch v trnh by bo co. Nh vy trong mt MDSS cn phi c cc phn cng (hardware),
mng li thng tin, c s d liu, c s m hnh, cc phn mm (software) cho php ngi
qun l c th thu thp, tng hp thng tin phc v cho vic ra quyt nh mt cch kp thi,
chnh xc.
6

Hnh s I.4.

Cc yu t ca MDSS
Nh qun l

M hnh ha

Trnh by

Phn tch

C s d liu
Mi trng

Nh vy, MDSS kt hp vic s dng cc m hnh v cc k thut phn tch kt hp cc chc

nng ca MkIS gip cho ngi ra quyt nh c ci nhn tng qut hn v vn ang c xem
xt. Mt MDSS tt cn phi m bo cc tnh cht n gin, linh hot, lin quan, bao qut c
tng th vn cn nghin cu v d s dng.
TIN TRNH NGHIN CU MARKETING
c mt ci nhn khi qut v nghin cu marketing, phn ny, chng ti s gii thiu s
lc tin trnh nghin cu marketing. Mi cuc nghin cu u phi xut pht t nhng nhu cu
thng tin cho vic lp cc k hoch (chin lc hay tc nghip), v ng thi, phi xem xt
nhng thng tin cn c trong h thng thng tin marketing ca doanh nghip cn nhc nhu cu
thng tin cn phi thu thp trong d n. D rng khng c mt hnh mu thng nht cho mi cuc
nghin cu, nhng tng qut li, c th a ra by bc ch yu trong tin trnh nghin cu
marketing nh sau:
Xc nh vn cn nghin cu
Bc u tin v l bc cc k quan trng khi thc hin mt d n nghin cu Marketing, l
xc nh vn cn nghin cu. Vn nghin cu thng xut pht t thc t kinh doanh ca
doanh nghip. Ty theo mc ch nghin cu v kh nng ca doanh nghip m vic xc nh
vn nghin cu c thc hin bng cch (1) tho lun vi nhng ngi ra quyt nh, (2)
tham kho kin ca cc chuyn gia trong ngnh, (3) trao i vi khch hng ca doanh nghip,
(4) tin hnh phn tch s liu th cp c sn hay (5) thc hin nhng nghin cu nh tnh
xc nh vn . Mt d n nghin cu c tnh kh thi ch khi vn nghin cu c xc nh
mt cch chnh xc, ph hp vi nhng vn marketing hin ti ca doanh nghip. Vic xc
nh vn nghin cu cn i hi phi xem xt nhng quyt nh ang c thc thi ( c
a ra), mi trng nghin cu, ai l ngi s dng thng tin nghin cu v nhu cu ca h, c
nh vy mi c th ra c mt mc tiu nghin cu ph hp.
Xc nh mc tiu nghin cu
Sau khi xc nh c vn nghin cu, d n cn phi xc nh u l mc tiu m cuc
nghin cu phi hng n. xc nh c mc tiu, d n cn a ra cc cu hi lin quan
n vn , t cc gi thuyt v ch r gii hn ca nghin cu. Cc cu hi v cc gi thuyt
phi c mi quan h cht ch vi nhau nhm to lp cn c r rng cho vic xc lp mc tiu
nghin cu cng nh nh hng cho ton b qu trnh thc hin cc bc tip theo.

nh gi gi tr thng tin
Trc khi bt tay vo thit k nghin cu, da trn mc tiu v gii hn nghin cu, chng ta cn
phi nh gi gi tr ca thng tin da trn tm quan trng ca ngun thng tin vi vic ra
quyt nh ca nh qun tr (li ch ca nghin cu so vi chi ph (thi gian, ti chnh, nhn
lc)). Nu ngun thng tin c ch v tht s quan trng i vi vic ra quyt nh trong iu
kin chi ph c th chp nhn c th doanh nghip c th tin thnh thc hin d n nghin
cu; nu khng, c th s phi dng li v c nhiu vn thc s rt ng c doanh nghip
quan tm nhng nu chi ph thc hin l qu cao m doanh nghip vn tip tc theo ui th
qu thc l khng hiu qu i vi vic kinh doanh.
Thit k nghin cu
Xc nh phng php nghin cu
Trong giai on ny, cn phi xc nh phng php nghin cu c th lm r mc tiu
nghin cu ra. C nhng d liu m ch cn nghin cu m t c th cho kt qu th s
khng cn tin hnh nhng nghin cu tip theo (nh nghin cu thc nghim (nghin cu nhn
qu) chng hn. iu cho php chng ta m bo c gii hn v phm vi nghin cu v
nhng chi ph pht sinh.
Xc nh k hoch chn mu
Chng ta cng cn phi nh hng k hoch chn mu ca d n nghin cu la chn
phng php thu thp v thit k cng c thu thp d liu thch hp. V d, nu mu nghin cu
ln v bao qut mt phm vi a l rng th rt kh khn trong vic trin khai phng php thu
thp d liu bng cch phng vn trc tip
Xc nh ngun gc d liu v phng php nghin cu
Ty theo loi v ngun gc ca d liu m chng ta xc nh phng php thu thp d liu thch
hp. D liu c th c thu thp t bn trong hoc bn ngoi doanh nghip v t chnh khch
hng; vic thu thp c th thc hin bng cc phng php quan st, phng vn hoc cc m hnh
th nghim.
Thit k cng c thu thp d liu
ng vi cc phng php thu thp d liu, cng c thu thu d liu c th l mt biu mu quan
st hoc bng cu hi. Ty theo mc ch nghin cu cng nh kinh nghim ca ngi thit k
m mi cng c c nhng cu trc khc nhau.
T chc thu thp d liu
Vic thu thp d liu lin quan n nhng i hi v nhn s v phng tin thc hin. gim
thiu sai st trong qu trnh thu thp d liu, mt mt bng cu hi (phng tin thu thp d liu)
phi c thit k cn thn, thc hin iu tra th hon chnh trc khi s dng, mt khc,
nhn vin thu thp d liu phi c nhng k nng marketing nht nh t c qua cc kha
hun luyn v o to. Nhng nhn vin nghin cu marketing c th thc hin cng vic phng
vn trc tip ti nh, phng vn bng in thoi, hoc bng th in t. Ty theo tnh cht v c
im ca mi loi nghin cu m quyt nh la chn phng tin thu thp d liu cho ph hp.
Chun b, phn tch v din gii d liu
Cng vic ca bc 6 bao gm (1) chun b d liu, (2) m ha d liu, (3) kim tra v hiu
chnh d liu (nu cn thit), (4) nhp d liu vo my tnh, (5) x l v phn tch d liu p
ng mc tiu nghin cu.

Vit v trnh by bo co
Sau khi phn tch d liu, cn tin hnh vit bo co v trnh by cc vn c nghin cu.
Nhng kt lun c trnh by mt cch c ng v logic trong bo co s l c s xem xt v
s dng trong qu trnh ra quyt nh.
Hnh s I.5.

Tin trnh nghin cu marketing

Lp k hoch marketing v h thng thng tin

H thng k hoch
H thng thng tin
- K hoch chin lc
- C s d liu
- K hoch tc nghip
- H thng h tr quyt nh
B1. Xc nh vn nghin cu
- Nhn thc vn v c hi
- Xc nh ngi s dng thng tin
- Phng thc ra quyt nh
B2. Xc nh mc tiu nghin cu
-

Xy dng mc tiu nghin cu

Cu hi nghin cu
Pht biu cc gi thuyt lin quan
Gii hn nghin cu

B3. nh gi gi tr thng tin

(Li ch > Chi ph)

Sai

Khng tip tc
d n ghin cu
marketing

ng

B4. Thit k nghin cu

Xc nh phng php nghin cu
Ngun gc d liu v phng php thu thp
Xc nh k hoch chn mu
Thit k cng c thu thp d liu
B5. T chc thu thp d liu
B6. Chun b d liu v phn tch
B.7. Bo co kt qu v xut

Lu i vi vic trnh by kt qu nghin cu l nn theo mt hnh thc nht nh, trong cc

nh nghin cu nn s dng biu bng, s v ha tng cng s r rng, rnh mch v
gy n tng.
NG DNG CA NGHIN CU MARKETING
Nghin cu marketing tr gip rt nhiu cho cng vic ca nh qun tr. N khng ch h tr
a ra cc quyt nh marketing c tnh chin lc hay chin thut, m cn c dng vo vic
xc nh hoc gii p mt vn c th, chng hn tm hiu thi ca ngi tiu dng i vi
mt loi nhn hiu no , hoc phn ng ca h i vi mt chng trnh qung co... C th
tm tt nhng ng dng c th ca nghin cu marketing nh sau:
Nghin cu th trng
Theo quan im marketing, khch hng to nn th trng. V vy trong ni dung ny, nghin
cu marketing tp trung vo vic tm hiu cc dng khch hng cng vi nhng quan im, th
hiu, thi v phn ng ca h cng nh xem xt tin trnh quyt nh mua hng ca cc nhm
khch hng din ra nh th no... Nghin cu marketing v khch hng cng xem xt kha cnh
a l ca khch hng, tc phm vi v s phn b a l, mc tp trung v a l ca khch
hng Ni dung quan trng nht khi nghin cu khch hng chnh l nghin cu ng c, n
lin quan n nhng s phn tch su xa suy ngh v thi ca ngi mua khm ph ra
nhng l do tim n thc s thc y h i n mt quyt nh mua nhng sn phm nht
nh hay nhng nhn hiu c bit no .
Nghin cu sn phm
Nghin cu sn phm bao gm nghin cu nhng cch s dng, tp qun v s a chung ca
ngi tiu th gip cho vic thit k, ci tin sn phm. Nghin cu sn phm cn bao gm
vic tm hiu nhng khc bit hoc nhng li th so vi sn phm cnh tranh, chiu hng pht
trin sn phm,...
Nghin cu phn phi
Nghin cu phn phi tp trung tm hiu v phn tch h thng phn phi hin hnh trn th
trng, mng li knh phn phi, cc loi trung gian, hot ng ca cc trung gian v cc
phng thc phn phi sn phm...
Nghin cu qung co v hot ng bn hng
Nghin cu qung co nhm phn tch xem cc chng trnh qung co c t c mc tiu
mong mun hay khng; tc ng ca qung co n s nhn thc, suy ngh, tnh cm v thi
ca khch hng nh th no; loi phng tin qung co no c s dng c hiu qu nht i
vi doanh nghip v sn phm ca doanh nghip...
Nghin cu hot ng bn hng lin quan n s nh gi hot ng bn hng ca nhn vin
xy dng mt hng i hu hiu hn cho vic t chc hot ng bn hng. Ni dung nghin cu
tp trung vo vic: so snh lng bn thc hin vi k hoch; phn tch vic bn hng theo sn
phm, theo lnh th, theo an th trng, theo ca hng v theo nhn vin bn hng; xc nh th
phn ca cng ty; phn tch li nhun theo sn phm...
Nghin cu cnh tranh
Nghin cu cnh tranh c tin hnh nhm tm hiu mc tiu, chin lc, hot ng ca i th
cnh tranh qua thit lp c s cho cc quyt nh marketing ca doanh nghip lin quan n
vic to lp li th cnh tranh c th c trong nhng iu kin c th v cc ngun lc ca doanh
nghip, cng nh trong iu kin ca mi trng cnh tranh lun bin ng.
10

Nghin cu v d bo cc xu hng thay i v pht trin

Nghin cu ny c thc thi nhm nh gi ton din nh hng ca cc yu t chnh tr, kinh
t, x hi n hot ng kinh doanh ca doanh nghip cng nh nhng tc ng ca n n
nhng thay i v hnh vi v nhu cu ca khch hng. Nhng thay i v th hiu khch hng, v
cng ngh sn xut, s xut hin ca cc vt liu mi... i hi doanh nghip phi c nhng ci
tin mi v sn phm, v cng ngh, la chn phng n u t hp l nhm gi vng v th
cnh tranh v nng cao hiu qu kinh doanh. Nh kt qu ca nghin cu d bo, doanh nghip
lun lun c kh nng ch ng xy dng chin lc marketing hp l v chun b tt mi iu
kin thch ng vi nhng thay i ca mi trng trong tng lai . Nghin cu d bo, v vy
l ni dung quan trng khng th thiu trong nghin cu marketing.
AI THC HIN NGHIN CU MARKETING
Quyt nh c thc hin nghin cu marketing hay khng
Cc quyt nh marketing cn phi c a ra da trn nhng thng tin c x l m
bo tnh khoa hc v thc tin ca quyt nh. V vy khi ra quyt nh, cc nh qun tr
marketing lun phi xem xt nhu cu v thng tin lin quan n vn cn quyt nh. Ty thuc
vo nhu cu thng tin lin quan n vn qun tr marketing cn ra quyt nh v ngun lc ca
doanh nghip m nh qun tr cn nhc c nn thc hin mt d n nghin cu marketing hay
khng. Trong mt s tnh hung, doanh nghip c th khng cn thc hin nghin cu marketing,
l do l:
- Thng tin c sn cho vic ra quyt nh: Nhng nghin cu trc y ca doanh nghip cho
php h c nhng hiu bit nht nh v c im ca th trng mc tiu, nhng im c
a thch v khng ca khch hng v sn phm hay dch v ca doanh nghip v quan trng
hn l quyt nh marketing ang c a ra khng i hi nhiu thng tin hn so vi nhng
thng tin hin c ca doanh nghip. Trong hon cnh nh vy, thc hin thm nghin cu s l
khng cn thit v l mt s lng ph v tin bc.
- Thiu ngun lc: Doanh nghip khng c ngun lc thc hin mt d n nghin cu
hoc thiu ngun lc p dng kt qu nghin cu.
- Thi gian khng : Mt d n nghin cu marketing cng s khng c thc hin khi m
thi gian c c kt qu l qu di v khi c hi ra quyt nh i qua.
- Khi cc nh qun tr cha tn thnh vn m h cn bit ra quyt nh: Mc d cc
nghin cu s b hoc thm d ni chung c thc hin l hiu bit r hn bn cht ca
vn , nhng phn ln d n nghin cu li khng thc hin nh vy m i theo mt logic sai
lm l: hy c lm, sau chng ta s hiu bit tt hn vn v bit s lm g tip theo. iu
ny s dn n vic nghin cu nhng ci khng cn thit hay vn c bn v tht s cn
thit cho cc nh qun tr a ra quyt nh s khng c nghin cu.
- Khi chi ph thc hin nghin cu vt qu so vi li ch: S sn sng i vi vic c thm
nhng thng tin ra quyt nh ph thuc vo nhn thc ca nh qun tr v cht lng, gi
c ca thng tin v thi gian t c chng. Cc nh qun tr s khng sn sng tr tin cho
nhng thng tin c s dng ra quyt nh nu thng tin l qu s si, khng y
hoc phi ch i lu di. Ni chung, nghin cu ch nn thc hin khi gi tr mong i ca
thng tin l ln hn chi ph t c thng tin.
Mt cch tng qut, cc nh qun tr c th c c nhng thng tin cn thit cho vic ra quyt
nh t hai ngun cung cp c bn:
- T b phn nghin cu marketing ca cng ty
11

- T cc nh cung cp bn ngoi
Nghin cu marketing c thc hin t b phn nghin cu marketing ca t chc:
Trong trng hp mt t chc t m nhn cng vic nghin cu, b phn nghin cu marketing
s thc hin cng vic ny. Vic b tr b phn nghin cu marketing trong t chc cng nh
mc hot ng ca b phn ny nh th no i vi cc hng khc nhau l khc nhau v ph
thuc vo nhu cu thng tin cng nh c cu t chc ca mi t chc.
Nghin cu marketing c thc hin t cc nh cung cp bn ngoi:
Khng phi tt c cc t chc (bt k qui m no) u thit lp b phn nghin cu marketing.
Ngay c cc t chc c b phn nghin cu marketing cng khng c ngha l h c th m bo
cung cp y nhng thng tin cn thit. Trong nhiu trng hp h phi nh vo cc nh cung
cp bn ngoi. Vai tr ca cc nh cung cp bn ngoi ny c th gii hn ch l cung cp d liu
th c thu thp theo yu cu, c th l thit k bng cu hi, phn tch, x l d liu... hoc c
th cung cp kt qu cui cng ca nghin cu l bn bo co nghin cu v nhng xut ra
quyt nh. Mt t chc phi s dng dch v nghin cu ca cc nh cung cp bn ngoi l do
cc yu t sau:
- Nhn lc bn trong khng kh nng v kinh nghim: Rt t t chc, d l ln, li c cc
chuyn gia trong tt c cc lnh vc thc hin tt nhng nghin cu phc tp.
- S dng dch v cung cp bn ngoi c kh nng r hn v h chuyn mn ho trong lnh vc
nghin cu nn thng hiu qu hn, chi ph nghin cu thp hn.
- C th chia s c chi ph nu nhiu khch hng cng hp tc t hng nghin cu v mt
vn cho mt nh cung cp dch v.
Trong trng hp s dng dch v bn ngoi, cc nh cung cp dch v c th cung cp:
Hnh s I.6.

Nh cung cp dch v nghin cu marketing

Nh cung cp
dch v marketing

Bn trong doanh nghip

Bn ngoi doanh nghip

B phn marketing hoc phng

marketing ca DN (In-house)

(Out source)

Cung cp dch v ton phn

- Dch v cung cp tin tc
- Dch v chun ha
- Dch v theo nhu cu khch
hng

Cung cp dch v tng phn

- Dch v thu thp thng tin
- Dch v m ha v nhp d liu
- Dch v hng dn phn tch
- Dch v phn tch d liu
- Dch v nghin cu c bit

- Dch v ton phn: Dch v ton phn cung cp ton b cc dch v t vic xc nh vn
nghin cu Marketing, thit k bng cu hi, chn mu, thu thp, phn tch v x l d liu
cho n kt lun vn nghin cu. C ba loi dch v ton phn gm (1) dch v cung cp tin
12

tc (l nhng cng ty thu thp thng tin v bn thng tin c thit k chung phc v cho
s lng ln khch hng), (2) dch v chun ha (l nhng nghin cu c tin hnh cho
nhiu khch hng khc nhau nhng theo mt hng chun cho cc khch hng v (3) dch v
theo nhu cu khch hng (cung cp trn phm vi rng cc dch v khc nhau c thit lp c
th ph hp vi nhng nhu cu ring bit ca khch hng v mi d n nghin cu Marketing
th c xy dng mt cch khc nhau.
- Dch v tng phn: L loi dch v chuyn su vo mt hay mt vi giai on ca mt d n
nghin cu Marketing nh (1) dch v thu thp thng tin, (2) dch v m ha v nhp d liu,
(3) dch v phn tch d liu, (4) dch v nghin cu c bit (l dch v chuyn mn ha cc
th tc trong phn tch v thu thp thng tin v bn quyn, nhn hiu...)
Quan h gia ngi s dng thng tin (l khch hng) v nhng ngi cung cp dch v
nghin cu marketing
Nhng ni dung ca ng dng nghin cu marketing nu trn s c quyt nh bi hai thnh
phn chnh l nhng khch hng (l ngi c vn cn nghin cu v ng thi cng l ngi
ra quyt nh khi s dng cc kt qu nghin cu) v nh cung cp dch v nghin cu. Sau y
chng ta s xem xt trch nhim v quan h ca hai thnh phn ny trong vic quyt nh ni
dung ng dng nghin cu marketing.
i vi ngi s dng thng tin
L ngi quyt nh vic s dng thng tin, h lun lun thng tin cho cc nh nghin cu cc
vn sau:
- Cc vn hot ng marketing m h gp phi v phng hng thc hin n.
- Cc gii hn v ngn sch cng nh thi hn thc hin vic nghin cu v nhng yu cu
v hot ng m cng ty phi p ng.
- Bn cht v bi cnh ca vn nghin cu.
- Nhng t liu no s c cung cp v thu thp chng u? Trn phng din ny, ngi
t hng nghin cu l ngi phc ha ra nhng vn cn nghin cu cng nh t chc
nghin cu cc nh nghin cu c thi gian rng ri thc hin vic nghin cu v xc nh
c thi gian kt thc chng trnh nghin cu.
Nhng nhim v khc ca ngi t hng nghin cu (khch hng) cn bao gm cc hot ng
gip cc nh nghin cu, kp thi gii quyt nhng vn ny sinh trong qu trnh thc hin
d n nghin cu.
i vi nh cung cp dch v (nh nghin cu)
Nhng ngi thc hin nghin cu marketing c cc nhim v sau y cn tun th khi thc hin
cc d n nghin cu:
- Phi lun c mt ci nhn trung thc v khch quan i vi bt k mt hn ch no trong qu
trnh nghin cu.
- Phi th hin s gip ti a i vi khch hng qua cch trnh by, gii thch cc quyt nh
cng nh p ng cc yu cu ca khch hng.
- Nhng yu cu ca khch hng cn c a vo k hoch nghin cu t trin khai cc
mc tiu v t vn gii quyt.
- Phi tm hiu, xc nh ng cc ngun thng tin, cc pht hin mi; khng c xuyn tc,
bp mo thng tin hoc hn ch vic bo co do thnh kin hoc vi vng khi ph phn.
13

Cc nh nghin cu cn thc hin mt cch rnh mch trch nhim son tho k hoch nghin
cu p ng cc nhu cu ca khch hng, v sau thc hin y nhng iu kin c
tha thun gia hai bn, c bit l vn o c (khng c lm l hoc bn thng tin) khi
nm gi thng tin ca doanh nghip khch hng. Bn cnh , cn s dng hiu qu ngn sch
nghin cu, loi b nhng cuc nghin cu v gi tr, hao tn thi gian v tin ca.
XUT V PH CHUN D N NGHIN CU
xut d n nghin cu:
i vi mi cuc nghin cu c xem xt, c hai cu hi c a ra l (1) li ch hay li
nhun thu v c ln hn chi ph b ra hay khng? (2) chi ph bao nhiu l thch hp?
Mt d n c kh nng mang li gi tr hay li ch khi cc k hoch ca n c pht trin mt
cch c h thng. Cc gi tr ny c hnh thnh qua s thng lng gia ngi t hng v
nh nghin cu. Vic cn thit l phi lng ha chng tnh ton ph tn. Tuy nhin, vic c
lng gi tr ca cuc nghin cu thng ch ng vi nhng d n c chi ph thp; vi cc d n
ln mc ph tn nghin cu thng do khch hng quyt nh. Vic c lng ny c th c
thc hin theo mt trong 3 cch sau:
- c lng theo trc gic.
- nh gi theo s suy tnh trc.
- nh gi theo l thuyt quyt nh (xc sut).
Mt d n nghin cu c xut cn bao gm:
- Trnh by r vn nghin cu v l do cn tin hnh cuc nghin cu.
- Cc mc tiu nghin cu, bng cu hi phng vn v biu mu thu thp d liu.
- Phng php thu thp d liu v i tng thu thp d liu.
- Cc i hi v ngn sch, thi gian, cc s h tr...
Ph chun d n nghin cu:
Sau khi n c xut s c ph chun thc hin nghin cu. Ty thuc vo vic
nhng ngi nghin cu l bn trong hay ngoi doanh nghip, m cc tiu chun cho vic ph
chun c yu cu mc khc nhau (chi ph, thi gian, gi tr nghin cu, tnh b mt ca
thng tin thu thp c,...)
Nu mt d n c ph chun, b phn nghin cu marketing phi c nhim v lp nn tin
thc hin cng vic. Thng thng nn s dng phng php lp s PERT lp tin
cng vic cng nh kim tra, kim sot tin trnh thc hin cng vic nghin cu.

14

TM TT
Nghin cu Marketing l qu trnh thu thp v phn tch c mc ch, c h thng nhng thng
tin lin quan n vic xc nh hoc a ra gii php cho cc vn lin quan n lnh vc
marketing.
Nghin cu marketing bao gm cc dng chnh: nghin cu thm d l nghin cu nhm n
mc tiu nhn din v xc nh vn ghin cu; nghin cu m t l nghin cu nhm m t
vn xc nh v nghin cu nhn qu l nghin cu nhm pht hin cc mi quan h
nhn qu gia cc bin s trong vn nghin cu.
Nghin cu marketing c mt vai tr rt quan trng trong hot ng marketing ca doanh nghip.
Nghin cu marketing gip cho nh qun tr marketing nh gi c nhu cu v cc thng tin v
cung cp cc thng tin hu ch v cc nhm khch hng, s ph hp ca cc bin s marketing
hin ti ca doanh nghip cng nh cc bin s mi trng khng th kim sot c t
xy dng v thc hin chin lc v cc chng trnh Marketing nhm tha mn nhng nhu cu
ca khch hng.
Thng tin t c t nghin cu marketing l mt b phn ca h thng thng tin
marketing(MkIS). Nghin cu marketing cho php lm phong ph d liu cho c s d liu ca
h thng h tr ra quyt nh marketing(MDSS).
Nghin cu marketing thng c thc hin theo mt tin trnh gm 7 bc bao gm: (1) nhn
din vn , (3) xc nh mc tiu nghin cu, (3) nh gi gi tr thng tin, (4) thit k nghin
cu, (5) t chc thu thp d liu, (6) chun b, phn tch v din gii d liu, (7) vit v trnh by
bo co.
Nghin cu marketing c ng dng c th l nghin cu th trng, nghin cu sn phm,
nghin cu phn phi, nghin cu gi c, nghin cu qung co v hot ng bn hng, nghin
cu cnh tranh, nghin cu d bo xu hng thay i v pht trin.
Ngi nghin cu cn phi cn nhc k lng trc khi i n quyt nh c nn thc hin mt
cuc nghin cu marketing hay khng. Trong mt s tnh hung l khng cn thit phi thc hin
vic nghin cu, chng hn nh thng tin c sn, thiu ngun lc, thiu thi gian, cc nh
qun tr cha tn thnh vn m h cn bit a ra quyt nh v chi ph thc hin nghin
cu cao hn li ch thu c t thng tin thu thp c.
Nghin cu marketing c th c thc hin t b phn nghin cu trong cng ty hoc c th t
cc nh cung cp dch v bn ngoi. Cc nh cung cp dch v bn ngoi c th cung cp dch v
ton phn hoc dch v tng phn. Khi s dng cc dch v nghin cu bn ngoi, cn xc nh
mi quan h gia ngi s dng thng tin v ngi cung cp thng tin marketing m bo
hiu qu trong qu trnh xy dng v thc hin d n nghin cu .
m bo tnh kh thi v hiu qu, trc khi thc hin vic nghin cu marketing, cn tin
hnh lp v ph chun d n nghin cu. Mt d n nghin cu marketing cn trnh by r vn
nghin cu v l do v mc tiu ca vic nghin cu, cc phng tin v phng php thu
thp d liu cng nh i tng thu thp d liu, ngn sch v thi gian cn thit tin hnh
cuc nghin cu, cc s h tr khc ... Vic ph chun d n nghin cu cn da trn nhng yu
cu, mc tiu v nhng tiu chun nh chi ph, thi gian, gi tr nghin cu, tnh b mt ca thng
tin thu thp c.

15

CU HI N TP
1. Nghin cu Marketing l g?
2. Khi no th ngi ta la chn thc hin nghin cu thm d? Ly mt v d minh ho ?
3. S khc nhau gia nghin cu m t v nghin cu nhn qu?
4. Cc b phn c bn ca h thng thng tin marketing (MkIS) ?
5. Th no l h thng h tr ra quyt nh marketing (MDSS) ?
6. M t s lc cc giai on ca tin trnh nghin cu Marketing ?
7. Khi no khng nn thc hin nghin cu Marketing ?
8. u im v hn ch ca vic t chc nghin cu t b phn nghin cu marketing ca doanh
nghip ?
9. u im v hn ch ca vic s dng dch v nghin cu marketing t cc nh cung cp bn
ngoi ?
TI LIU THAM KHO
Paula Mergenhagen, Finding a place in the world, American Demographics, vol. 17, no. 6 (June, 1995):
S14.
Don Muret, CFL continues to score, Amusement Business, vol. 111, no. 29 (July 19, 1999): 25;
Valerie Zeithaml, Leonard L. Berry, and A. Parasuraman, Communication and control processes in the
delivery
of service quality, Journal of Marketing, vol. 52 (April, 1988): 3548.
R. Ferber, D. F. Blankertz, and S. Hollander, Jr., Marketing Research (New York: Ronald Press, 1964),
1415.
H. Neffendorf, Survey computing in the 1990s: A technology update, Journal of the Market Research
Society, vol. 35, no. 3 (November, 1994): 205209.
Philip Kotler and Gary Armstrong, Principles of Marketing, 8th ed. (Upper Saddle River, N.J.: PrenticeHall, 1999), 11.
J. Barry Mason and Hazel F. Ezell, Marketing Management (New York: Macmillan, 1993), 607630.
David W. Moore, One in nine investor households have socially responsible investments, Gallup News
Service, May 16, 2000: 13.
Stephen B. Castleberry, Warren French, and Barbara A. Carlin, The ethical framework of advertising and
marketing research practitioners: A moral development perspective, Journal of Advertising, vol. XXII,
no. 2 (June, 1993): 3946.

16

CHNG HAI

XC NH VN V MC TIU
NGHIN CU MARKETING

NI DUNG CHNH

Ni dung chnh ca chng ny bao gm:

-

Tm quan trng ca vic xc nh vn nghin cu

Phn bit gia vn marketing v vn nghin cu

M hnh xc nh vn nghin cu

Cc yu t mi trng cn phn tch, nh gi khi xc nh vn nghin cu

Mc tiu, cu hi, gi thit v gii hn nghin cu.

17

XC NH VN NGHIN CU MARKETING
Tm quan trng ca vic xc nh vn nghin cu
Trong tin trnh nghin cu marketing, xc nh vn nghin cu l giai on u tin v cng
l giai on quan trng nht. Khi xc nh c vn nghin cu th gn nh chng ta
gii quyt c mt na cng vic nghin cu. D n nghin cu marketing ch thc s bt u
khi ngi nghin cu xc nh c nhng thng tin cn thit cho nh qun tr ra quyt nh.
Nhng ngi nghin cu Marketing phi oan chc rng h hiu c vn cn quyt nh
trong hot ng Marketing t xc nh vn nghin cu v ch r cc mc tiu nghin
cu. Mi d n cn phi xc nh mt hoc mt s mc tiu. Cc giai on tip theo ca tin
trnh nghin cu s khng th tin hnh c cho n khi cc mc tiu ny c xc nh r
rng. Nu ngi nghin cu phm sai lm khu ny th ton b phn cn li ca d n tr nn
v dng. Nu mt d n nghin cu Marketing khng cung cp c nhng thng tin m gim
c marketing cn c ra quyt nh, th vic tin hnh d n cng ng ngha vi s lng ph
v thi gian v tin bc.
Xc nh vn nghin cu c khi l rt quen thuc v n gin nhng cng khng him trng
hp ngi nghin cu phi ng u vi nhng tnh hung mi, m dng nh cha c
mt phc ho trc nn trong nhng tnh hung nh vy, vic xc nh vn nghin cu s tr
nn ht sc kh khn.
Vic xc nh vn nghin cu Marketing c khi u vi vic nhn thc vn hoc c hi
marketing v xc nh vn m nh qun tr marketing phi gii quyt t chuyn thnh vn
nghin cu. V vy iu quan trng trc ht l cn phn bit gia vn marketing, vn
quyt nh ca nh qun tr v vn nghin cu.
Vn marketing v vn nghin cu
Khi nhng yu t ca mi trng marketing ca doanh nghip thay i, cc nh qun tr
marketing i din vi nhng cu hi, chng hn nh chng ta c nn thay i cc chnh sch
marketing hay khng? v nu c th nh th no?. Nhng thay i ca cc yu t mi
trng cng c th lm xut hin vn (thng c hiu theo ngha nhng tc ng tiu cc
ti doanh nghip nh doanh s st gim, doanh s thp hn mc d kin...) hoc to ra c hi
(nhng tc ng tch cc ti doanh nghip v d nh thu nhp cao hn, thi gian ri nhiu hn do
gim gi lm vic, iu s l c hi cho cc siu th v ngi tiu dng s ti siu th mua sm
nhiu hn hay s l c hi cho cc doanh nghip kinh doanh cc loi hnh dch v th dc th
thao hay chm sc sc khe ).
Khi cc vn ny sinh hoc cc c hi xut hin, cc nh qun tr marketing phi a ra cc
quyt nh gii quyt vn hoc tn dng c hi t c mc tiu trong kinh doanh. Cc
vn nh qun tr phi quyt nh thng c th hin di dng nhng cu hi xc nh
chng hn nh:
- Chng ta c phi gim gi bn ca sn phm theo s gim gi ca cc i th cnh tranh trn
th trng hay khng?
- Chng ta c nn pht trin th trng xut khu nh sang cc quc gia khc hay khng?
- Chin lc phn phi no nn c s dng cho sn phm mi?
lp cc k hoch marketing, bao gm c k hoch chin lc v k hoch tc nghip nh vy
th i hi phi c cc thng tin. Nu c s d liu, h thng thng tin hin ti ca n v khng
cung cp thng tin cho vic hoch nh Marketing th i hi phi nghin cu Marketing
18

c thm nhng thng tin cn thit, iu ny ng ngha vi vic phi thc hin cc d n nghin
cu Marketing cung cp cc thng tin theo yu cu.
Xc nh vn m qun tr marketing phi gii quyt l iu c bn u tin xc nh vn
nghin cu. Ch khi no vn m qun tr marketing phi quyt nh c xc nh chnh xc
th vic nghin cu mi c thit k hp l cung cp thng tin thch hp. Nh vy v bn
cht im khi u ca nghin cu marketing l hot ng marketing ch khng phi l hot
ng nghin cu. Ngi nghin cu, do vy phi l ngi am hiu tnh hnh marketing ca doanh
nghip. Ngi nghin cu phi suy ngm k v hot ng marketing ca doanh nghip v mi
trng cnh tranh hiu r nhng quyt nh m nh qun tr marketing ang phi i mt v
thng tin m h ang hy vng c c t nghin cu a ra quyt nh . Nhng gim c
marketing gii v c kinh nghim c th nhn nh vn kh nhanh chng v c th v vi vic
nhn thc cc c hi/ vn marketing hin ti h bit h s phi a ra quyt nh v ci g.
Tuy nhin vic nm vng tnh hung v xc nh vn mt cch c th nhiu khi cng tr nn
kh khn ngay c i vi nhng ngi c kinh nghim. Trong mt s trng hp cn phi bt
u vi nghin cu pht hin vn , lm r vn cn c gii quyt. Khng phi lc no
qun tr vin cng lun bit r vn m h ng u.
Nh vy, ni dung ca vic xc nh vn nghin cu l chng ta phi xc nh v trnh by
c vn / c hi marketing, xc nh c vn phi ra quyt nh ca cc nh qun tr
marketing (phi lm ci g ?) v chuyn n sang vn nghin cu tc l thng tin cn t c
(cn bit ci g ?) .
Biu s II.1. Vn quyt nh v vn nghin cu
Vn quyt nh
Gii thiu sn phm mi

Vn nghin cu
c on kh nng chp nhn ca th trng
v sn phm mi
Phn b ngn sch cho qung co theo cc Xc nh mc thm nhp th trng trn
khu vc a l
tng vng
Gia tng kh nng thm nhp th trng bng nh gi tim nng cc khu vc d kin t
cch m thm h thng ca hng
ca hng
M rng th trng
c tnh nhu cu tim nng trn cc th
trng ang xem xt
Chin lc nh v no cn thc hin cho nhn o lng nhn thc ca ngi tiu dng i
hiu A.
vi cc nhn hiu ca i th trn th trng
v xc nh cc li th khc bit ca nhn
hiu A.
M hnh xc nh vn nghin cu
Trong qu trnh kinh doanh, doanh nghip lun phi cn nhc vic cn v nn a ra cc quyt
nh g trong hin ti v tng lai. c c c s a ra cc quyt nh trn, cc nh qun tr
cn phi c nhng thng tin cn thit, c th l nhng thng tin lin quan n vn sn xut,
nhn s, ti chnh hoc lin quan n marketing. ra mt quyt nh hp l da trn c s k
hoch marketing (k hoch chin lc hoc k hoch tc nghip), ngi ra quyt nh cn phi c
thng tin trn c s nghin cu marketing. V nhng thng tin ny cn phi m bo tnh chnh
xc, ph hp vi nhu cu ra quyt nh v ng thi im. Mun vy, nh qun tr trc ht cn
phi xc nh v nhn din ng cc vn nghin cu v cng cn phi nm bt, d on c
nhng vn ang v s din ra i vi doanh nghip.

19

Hnh s II.1. M hnh xc nh vn nghin cu

Nhu cu thng tin
( lp k hoch marketing ngoi thng tin sn c trong h thng thng tin)

Tho lun vi ngi

ra quyt nh

Thm d
chuyn gia

Phn tch d liu

th cp

Nghin cu
nh tnh

Mi trng nghin cu
Xc nh vn nghin cu
Yu cu t ra i vi vic xc nh vn nghin cu l tt c nhng cng vic lin quan n
vic nhn din, xc nh vn u phi t trong mi trng m hot ng nghin cu c
tin hnh. Chnh trong mi trng xc nh nh vy ngi nghin cu mi c th hnh dung
c ht nhng vn , nhng yu t tc ng v cch thc kim sot nhng yu t . ng
thi, khi xc nh vn nghin cu, cng cn phi xem xt nhng phng thc ra quyt nh (ra
quyt nh trong iu kin ri ro, ra quyt nh trong iu kin chc chn) cng nh nhu cu s
dng thng tin a ra quyt nh t ngi s dng. Cng mt vn , mi ngi, trong mi
hon cnh ra quyt nh khc nhau th nhu cu thng tin ca h s hon ton khc nhau.
Lm th no nhn thc c vn nghin cu
Vn nghin cu trong lnh vc marketing c th c xc nh t mt s cch (Hnh II.1): (1)
tho lun vi ngi a ra quyt nh, (2) thm d chuyn gia, (3) phn tch d liu hoc (4)
nghin cu nh tnh.
Tho lun vi ngi ra quyt nh
Bc u tin xc nh vn nghin cu l tho lun vi ngi ra quyt nh v ngi ra
quyt nh cn hiu ni dung cng nh nhng u im v hn ch cn khc phc ca d n
nghin cu. V ngi ra quyt nh thng bit r hn nhu cu thng tin cho vic ra quyt nh
ca mnh nn tho lun vi h c th gip ngi nghin cu phc ha vn nghin cu r nt
hn. Ngc li, vic hiu bit bn cht cc quyt nh qun tr v cch thc ra quyt nh s gip
ngi nghin cu nh hng ng vn nhm tha mn tt hn nhng nhu cu thng tin ca
ngi ra quyt nh.
Vic tho lun vi ngi ra quyt nh khng ch gip ngi nghin cu xc nh vn m
thng qua cn nhm kim tra vn nghin cu. Kim tra vn nghin cu thc cht l
kim chng mc am hiu v ngun gc v bn cht ca vn nghin cu t c hai pha,
ngi nghin cu v ngi ra quyt nh. kim tra vn nghin cu, vic tho lun gia
ngi nghin cu v ngi ra quyt nh nn tp trung vo cc ni dung nh: nhng s kin a
n vn nghin cu hoc lch s ca vn nghin cu; nhng phng n hnh ng c th
thc hin i vi ngi ra quyt nh; nhng tiu chun c s dng nh gi mt chng
trnh hnh ng; nhng hnh ng c ngh da vo kt lun nghin cu; nhng thng tin
cn thit tr li cc cu hi ca ngi ra quyt nh
20

Trao i vi chuyn gia

Cng vi vic tho lun vi ngi ra quyt nh, ngi nghin cu c th trao i vi cc chuyn
gia, nhng ngi c kin thc v doanh nghip cng nh v ngnh m doanh nghip ang hot
ng, gip xc nh vn nghin cu marketing. Nhng chuyn gia ny c th l ngi ca
doanh nghip hoc ngi ngoi doanh nghip. Thng tin t cc chuyn gia c c l do trao i
ch khng phi bng bng cu hi chnh thc, tuy nhin gia tng hiu qu khi trao i ngi
nghin cu nn chun b mt s ni dung cn thit trc cuc trao i.
Phn tch d liu th cp
D liu th cp l cc d liu c sn, c thu thp cho mt mc ch no ngoi d liu iu
tra trc tip v vn nghin cu (d liu s cp). D liu th cp bao gm nhng thng tin
c cung cp t cc doanh nghip hoc t cc t chc chnh ph, t nhng doanh nghip nghin
cu Marketing hay nhng c s d liu trn my vi tnh... Phn tch d liu th cp l bc cn
thit gip phc tho v xc nh vn nghin cu, iu m nu da vo cc d liu s cp, d
mc chi tit v c th cao hn, cng khng th t c.
Nghin cu nh tnh
xc nh vn nghin cu th vic tho lun vi ngi ra quyt nh, trao i vi cc chuyn
gia v phn tch d liu th cp i khi cha y m cn phi tin hnh nghin cu nh tnh
trn mt mu nh hiu cn k vn nghin cu cng nh cc nhn t tc ng n n. iu
tra th cng l mt phng php c th thc hin cho dng nghin cu ny. Cng cn ch , y
khng phi l mt cuc iu tra chnh thc m ch l mt nghin cu th nghim nhm gip
ngi nghin cu tm hiu r hn ni dung v mi trng ca vn nghin cu.
Xem xt cc yu t mi trng
c th hiu bit mt cch thu o vn nghin cu Marketing ngi nghin cu phi nm
vng cc hot ng ca doanh nghip v ngnh m doanh nghip ang hot ng. c bit,
ngi nghin cu phi ch trng phn tch cc nhn t nh hng lm ni bt vn nghin
cu, nhng nhn t ny c gi l mi trng nghin cu. Mi trng nghin cu bao gm cc
ni dung sau y:
Thng tin v d bo trong qu kh
Nhng thng tin v d bo trong qu kh v lng bn, doanh thu, th phn, li nhun, s pht
trin cng ngh, cc c im v nhn khu v li sng l ht sc hu ch cho ngi nghin
cu hiu bit vn nghin cu mt cch ton din v h thng. Nhng thng tin ny nn
c phn tch gc ca ngnh v ca doanh nghip.
Ngun lc v tr ngi
Vic xc nh vn nghin cu i hi phi xem xt c hai kha cnh (1) ngun lc phc v
cng vic nghin cu nh ngun lc v ti chnh (ngun vt lc) v k nng nghin cu (ngun
nhn lc) v (2) cc tr ngi v chi ph v thi gian. Nhng tr ngi khc cng c th tc ng
ln n nhn vin v hot ng nghin cu ca doanh nghip l cu trc v vn ha ca t chc
cng nh cc loi quyt nh khc nhau ang c thc thi. Cc vn ny nn c nhn dng
xc nh phm vi ca vn nghin cu. Cn ch rng, nu ngun lc ni chung ca doanh
nghip qu hn ch cho php thc hin mt d n nghin cu c cht lng cao th doanh
nghip khng nn thc hin nghin cu chnh thc m ch nn tin hnh nhng nghin cu n
gin hn m vn c th p ng c mc tiu nghin cu.

21

Mc tiu ca quyt nh
Do mi tng quan gia vn nghin cu v vn ra quyt nh m vic xc nh vn
nghin cu i hi phi cn nhc mc tiu ra quyt nh m bo vic nghin cu l c tnh
hng ch, v h tr hiu qu v thng tin cho vic ra quyt nh.
Hnh vi khch hng
C th xem hnh vi khch hng l thnh phn trung tm ca mi trng nghin cu bi v n l
tm im mi quyt nh marketing. Ngi nghin cu khng ch xem xt hnh vi khch hng
m cn ch r cc nhn t nh hng n hnh vi ca h, nhng yu t ny c vai tr rt quan
trng i vi vic xc nh d liu cn thu thp v cch thc thu thp nhng d liu cc giai
on sau ca tin trnh nghin cu. Cc nhn t nh hng n hnh vi ngi mua c th cn
phi xem xt thng bao gm nhng ni dung nh s lng mua, c im tm l v thi quen
tiu dng sn phm, cc phn ng ca khch hng khi s dng sn phm v hnh vi ca h sau
khi mua
Mi trng php l
Mi trng php l bao gm nhng chnh sch, php lut, quy nh ca cc t chc chnh ph
c nh hng n hot ng marketing ca doanh nghip, v do vy tc ng n vic xc nh
vn nghin cu marketing.
Mi trng kinh t
Mi trng kinh t bao gm thu nhp, tin gi tit kim v tn dng, gi c v nhng iu kin
kinh t chung khc. Nhng yu t ny s tc ng trc tip hoc gin tip n hnh vi mua ca
khch hng v hot ng kinh doanh ca doanh nghip.
Mt cu hi lun c t ra i vi nhng ngi nghin cu trong qu trnh xc nh vn
nghin cu nhng khng phi lc no cng d dng trong vic tr li, l gii quyt quy m
hp l ca vn nghin cu l g?. Nu xc nh vn nghin cu qu rng s dn n khng
c mt s hng dn hay nh hng r rng cho nhng bc tip theo trong qu trnh thc hin
d n; v ngc li, nu xc nh vn nghin cu qu hp th li khng th cung cp thng
tin cho vic a ra cc quyt nh ca nh qun tr.
Ngi s dng thng tin
Sau khi xc nh vn c vn nghin cu, ngi nghin cu cn phi cn nhc n c
im v yu cu ca ngi s dng thng tin ca d n nghin cu. Mi ngi, do nhu cu ra
quyt nh ca mnh m h s cn nhc ngun thng tin phi thu thp u, mc nh th no
v thng tin c tht s cn thit hay khng. C mt s vn m ngi a ra quyt nh ch
cn da vo kinh nghim ca mnh c th a ra gii php m khng cn trin khai mt d n
nghin cu tht s, th khi khng nht thit phi thc hin vic nghin cu trnh nhng tn
km v thi gian v tin bc cho doanh nghip.
Phng thc ra quyt nh
Nhng quyt nh m cc nh qun tr marketing a ra c th l quyt nh nhn din mt vn
m doanh nghip ang ng u, hay la chn vn khn cp gii quyt, hay chn gii
php ti u gii quyt vn ... v cc loi quyt nh ny c nhng yu cu v thng tin cho
vic ra quyt nh khc nhau.
Khng ch vy, cc phng thc ra quyt nh cng nh hng n yu cu thng tin ca cc
d n nghin cu. Do , vic xem xt v phn loi quyt nh cng nh cc phng thc ra
22

quyt nh ca nh qun tr c mt ngha quan trng i vi vic xc nh v nhn din vn

nghin cu.
Quyt nh tt v quyt nh xu
Quyt nh tt
Quyt nh tt l quyt nh da trn c s phn tch logic, xem xt y ton din cc d liu
c, nh gi, phn tch v so snh cc phng n, cc kh nng la chn ra quyt nh.
Trong thc t, mt quyt nh tt i khi li c th dn n nhng kt qu bt ng, khng tt.
Nhng quyt nh c lm ra mt cch ng n th vn l mt quyt nh tt. Nu lp li
nhiu ln th s thy r kt qu tt.
Quyt nh xu
Quyt nh xu l mt quyt nh ch da vo ch quan, khng da trn phn tch logic, bt chp
cc thng tin c, khng xem xt, so snh ht cc kh nng la chn, khng s dng cc phn
tch nh lng lm cc c s ra quyt nh.
Mt quyt nh xu i khi may mn li c th dn n kt qu tt, nhng v bn cht vn l
quyt nh xu. Nu lp li nhiu ln s thy r kt qu xu.
Nh vy, thc o tt xu ca mt quyt nh c trnh by y l c s khoa hc ca quyt
nh ch khng phi da vo kt qu c bit no do quyt nh mang li. Xt v lu di,
lp i lp li nhiu ln th cc quyt nh tt s dn n thnh cng cn cc quyt nh xu s dn
n tht bi.
Ra quyt nh trong cc iu kin khc nhau
Ra quyt nh trong iu kin chc chn (certainly)
Loi quyt nh ny c c im l ngi ra quyt nh c th bit chc chn kt qu cui
cng ca mi phng n. Vic ra quyt nh trong trng hp ny l ht sc n gin, ch cn
chn ly phng n c kt qu cui cng tt nht.
Trong qun tr, nhng loi quyt nh ny rt him c, v c bit trong lnh vc marketing th t
khi no ngi lm marketing li c may mn a ra nhng quyt nh loi ny, bi v cc
quyt nh marketing thng c ra trong nhng tnh hung phi xem xt cc bin s nm
ngoi tm kim sot, hoc khng nh lng c.
Ra quyt nh trong iu kin ri ro (Risk)
Trong trng hp ny ngi ra quyt nh cha bit r kt qu cui cng ca mi phng n
nhng bit c xc sut xy ra ca mi trng thi t nhin. bit kt qu cui cng ca
mi phng n, ta cn tin hnh mt s tnh ton thng qua cc xc sut bit xc nh gi
tr mong i ca kt qu (li nhun, chng hn), tc l kt quk vng.
Ra quyt nh trong iu kin khng chc chn (uncertainly)
Trong trng hp ny th ngi ra quyt nh cha bit r kt qu cui cng ca mi phng n
ng thi cng khng bit c xc sut xy ra ca mi trng thi t nhin.
Ra quyt nh trong trng hp ny rt kh khn, cn phi tnh ton v xem xt nhiu ch tiu v
trong mt mc nht nh cn ph thuc vo ch quan ca ngi ra quyt nh (lc quan, bi
quan, dung ha...).

23

XC NH MC TIU NGHIN CU
Xy dng mc tiu nghin cu
Mc tiu nghin cu l nhng tuyn b, nhng c mun, nhng thng tin c th m d n phi
t c sau khi hon tt vic nghin cu (mc tiu chung), hay c th hn l nhng kt qu cn
phi t c trong tin trnh thc hin d n (mc tiu c th).
Mc tiu nghin cu cn phi c th v c th nh lng c v nh vy s rt d dng cho
vic so snh kt qu t c vi mc tiu ra nh gi mc hon thnh d n. cng
l c s gip cho vic xt duyt v thanh ton nhng chi ph pht sinh trong d n.
Ngoi vic xy dng mc tiu nghin cu, ngi nghin cu cn (1) xc lp nhng cu hi
nghin cu, v nhng cu hi ny nn tp trung c bit vo nhng thng tin cn thit m ngi
a ra quyt nh yu cu, (2) pht trin nhng gi thit t ra v pht biu nhng gi thit
(gi thit l nhng cu tr li c bn gii p nhng cu hi nghin cu t ra) v cui cng l
(3) gii hn ca mc tiu nghin cu.
Cu hi nghin cu
Nh ni, nhng cu hi nghin cu s gip ngi nghin cu tr li u l nhng thng tin
cn thit phi cung cp cho ngi ra quyt nh. Da trn vic nhn thc vn nghin cu,
ngi nghin cu s a ra nhng cu hi c th da trn:
- Kinh nghim ca c nhn / kinh nghim kinh doanh
- Nhng nghin cu thc hin cho mt i tng khc
- Nhng s thay i hoc nhng vn ca x hi ang c t ra (nghin cu thm d)
Gi s nh bn ang lm vic trong mt doanh nghip kinh doanh bt git, vn m doanh
nghip bn ang gp phi l doanh s bn hng thng ang tt gim. Bn c th xc nh c
nguyn nhn ca s st gim l do chin lc marketing ca bn khng hp l, v vy, bn c
th t ra nhng cu hi lin quan nh:
- Liu gi bn sn phm hin c tc ng n doanh s bn ca doanh nghip?
- Liu mu sc ca bao b c tc ng n doanh s bn ca doanh nghip?
- Cc chng trnh qung co khng thu ht c s quan tm ca ngi tiu dng?
- Cc chng trnh khuyn mi khng ph hp vi mong mun ca khch hng?...
Pht trin gi thit
tnh hung trn, nhng cu hi t ra c th ng vi iu kin ca doanh nghip nhng cng
c th sai. Vn t ra l cn phi kim tra li nhng vn , cu no ng, cu no sai.
Bc u tin ca vic kim tra l phi bin nhng cu hi t ra thnh nhng gi thit. Gi thit
l nhng cu tr li c th ca cu hi nghin cu v ngi nghin cu phi tp trung vo gii
quyt cu tr li ny. Pht biu gi thit c th:
- hng cc quyt nh theo dng thit k nghin cu cn c s dng
- hng cc quyt nh theo s liu cn thu thp
- hng dn phn tch cc s liu
- trnh i theo tt c cc hng c th dn n mt thi gian v ti chnh
Mt gi thit phi:
24

- M t chnh xc v hot ng m ngi ta ngh l s xy ra trong nghin cu.

- Gi thit phi kh c th ngi c c th hiu c nhng g m ngi nghin cu mun
chng t
v d trn, vi nhng cu hi t ra th nhng gi thit c th l:
- Cu hi: Liu gi bn sn phm c tc ng n doanh s bn ca doanh nghip?
Gi thit: Gi bn sn phm c tc ng n doanh s bn ca doanh nghip
- Cu hi: Cc chng trnh qung co khng thu ht c s quan tm ca ngi tiu dng?
Gi thit: Chng trnh qung co khng thu ht c s quan tm ca ngi tiu dng
C mt thch thc t ra i vi ngi nghin cu l ngh ra mt cch tip cn nghin cu m
qua c th thu thp thng tin cn thit c th kim nh mi mt gi thit t ra. Khng
phi cc gi thit l thch hp vi mi tnh hung v ngi ta cng khng th to lp gi thit
trong mi tnh hung nghin cu. Thiu thng tin chnh l nguyn nhn gy kh khn i vi
vic pht trin gi thit.
Gii hn nghin cu
Do nhng rng buc v thi gian, nhn lc v ti chnh,ngi nghin cu khng th tr li tt c
cc cu hi nghin cu t ra, do vy cn phi la chn tr li trong s cc cu hi nghin
cu. Ngi nghin cu cn nh hng hoc ra nhng nguyn tc m theo cc cu hi
nghin cu c chn tr li theo nhng tiu chun nht nh vi cc gii hn c xc
nh.
Hnh s II.2. Pht trin gi thit trong mi quan h vi vn nghin cu
Ngun
1. L thuyt
2. Kinh nghim qun tr
3. Nghin cu thm d

Nhn thc
vn

Cu hi
nghin cu

M hnh
nghin cu

Gi
thuyt

Thit k
nghin cu

Mc tiu
nghin cu
NH GI GI TR THNG TIN NGHIN CU
Trn c s nhng cu hi v gi thit t ra, ngi nghin cu cn phi c lng:
- Li ch (v thng tin) thu c l g?
- Chi ph thc hin d n l bao nhiu (thi gian, nhn lc, ti chnh v c th c nhng ri ro
nh mt thng tin ca doanh nghip)
Da trn c s ca vic so snh gia li ch mang li v chi ph b ra, ngi nghin cu s quyt
nh c thc hin d n nghin cu hay khng. Trong thc t, vic quyt nh c thc hin d n
25

nghin cu hay khng cn ph thuc vo nhiu nhn t khc nh phng thc a ra quyt nh,
vai tr ca ngi quyt nh d n
TM TT
Xc nh vn nghin cu l giai on quan trng nht ca mt d n nghin cu marketing.
D n nghin cu marketing ch thc s bt u khi vn nghin cu xc nh v s khng
b lng ph thi gian v tin bc khi vn nghin cu khng c xc nh ng. Vic xc nh
vn nghin cu nhiu khi l n gin nhng khng him trng hp l kh khn. Vai tr ca
nh qun tr l h tr tch cc cc nh nghin cu trong giai on ny.
Vn nghin cu l xut pht t vn ra quyt nh ca nh qun tr. Tuy nhin cc quyt
nh ca nh qun tr phi a ra ny sinh trn c s xut hin cc c hi v vn pht ra sinh
t nhng thay i ca cc yu t mi trng. V vy cn phn bit gia vn /c hi marketing,
vn quyt nh ca nh qun tr v vn nghin cu.
xc nh c vn nghin cu cc nh nghin cu thng thc hin tho lun vi cc nh
qun tr, thm d kin cc chuyn gia, phn tch d liu th cp hoc thc hin mt nghin cu
nh tnh.
Phn tch mi trng l hiu nhng hot ng ca cng ty v ngnh m cng ty ang hot
ng, y l mt cng vic quan trng xc nh r vn ra quyt nh ca nh qun l, v tip
theo l chuyn sang vn nghin cu marketing. Mi trng nghin cu cn phn tch nh gi
bao gm nhng d bo c trc v ngnh hoc doanh nghip, cc ngun lc v tr ngi ca
doanh nghip, cc mc tiu ca nh qun l, hnh vi ca khch hng, cc yu t mi trng kinh
t, php lut.
Mc tiu nghin cu, cc cu hi nghin cu, gi thit v gii hn nghin cu l nhng yu t
lin quan trong vic xc nh vn nghin cu. Mc tiu nghin cu ch r nhng thng tin m
cuc nghin cu nhm t c. Cc cu hi nghin cu tp trung vo cc thng tin c th
ngi ra quyt nh yu cu. Gi thit l cu tr li hp l cho cu hi nghin cu. Do gii hn
v thi gian v ngn sch, chng ta c th khng tr li ht tt c cc cu hi t ra m phi gii
hn nghin cu tc l phi la chn nhng cu hi u tin tr li.
CU HI N TP
1. Tm quan trng ca giai on xc nh vn nghin cu?
2. S khc nhau gia vn quyt nh v vn nghin cu? Cho v d?
3. Vai tr ca nh qun tr trong giai on xc nh vn nghin cu?
4. Cc phng php s dng xc nh vn nghin cu?
5. Phn tch cc yu t mi trng c bn lin quan n vic xc nh vn nghin cu?
6. S khc nhau gia cu hi nghin cu v gi thuyt nghin cu?
7. Bn ang c mt d n nghin cu v s tho mn ca khch hng i vi dch v bo
hnh cc sn phm ca Samsung. Hy a ra cc cu hi nghin cu c th ph hp vi
vn nghin cu ny? Hy thit lp mt vi gi thuyt lin quan v cho bit c s ca
cc gi thuyt m bn thit lp?
26

TI LIU THAM KHO

Don Muret, CFL continues to score, Amusement Business, vol. 111, no. 29 (July 19, 1999): 35;
Valerie Zeithaml, Leonard L. Berry, and A. Parasuraman, Communication and control processes in the
delivery of service quality, Journal of Marketing, vol. 52 (April, 1988): 5568.
R. Ferber, D. F. Blankertz, and S. Hollander, Jr., Marketing Research (New York: Ronald Press, 1964).
21H. Neffendorf, Survey computing in the 1990s: A technology update, Journal of the Market
Research Society, vol. 35, no. 3 (November, 1994): 215229.
Philip Kotler and Gary Armstrong, Principles of Marketing, 8th ed. (Upper Saddle River, N.J.: PrenticeHall, 1999).
J. Barry Mason and Hazel F. Ezell, Marketing Management (New York: Macmillan, 1993).
David W. Moore, One in nine investor households have socially responsible investments, Gallup News
Service, May 16, 2000:.
Stephen B. Castleberry, Warren French, and Barbara A. Carlin, The ethical framework of advertising and
marketing research practitioners: A moral development perspective, Journal of Advertising, vol. XXII,
no. 2 (June, 1993):56-72.

27

CHNG BA

CC PHNG PHP THU THP D LIU

TRONG NGHIN CU MARKETING

NI DUNG CHNH

Ni dung chnh ca chng ny cp n:

-

Cc yu cu khi xc nh d liu

Cc cch phn loi d liu

Th no l d liu th cp v d liu s cp

Cc loi d liu th cp v tiu chun nh gi cc d liu th cp

Cc phng php nh tnh thu thp d liu s cp

Cc phng php nh lng thu thp d liu s cp

28

XC NH D LIU
Sau khi xc nh vn v mc tiu nghin cu, bc tip theo trong tin trnh nghin cu l xc
nh loi d liu no cn thu thp v quyt nh xem c th thu thp cc d liu bng phng
php no.
Cc yu cu ca vic xc nh d liu:
Cc d liu thu thp phi c xc nh r rng xut pht t mc tiu nghin cu. Khi xc nh
d liu, cn tun th cc yu cu sau:
-

Nhng thng tin cha ng trong d liu phi ph hp v lm r mc tiu nghin cu.

D liu phi xc thc trn hai phng din:

Gi tr: d liu phi lng nh c nhng vn m cuc nghin cu cn lng nh.

tin cy: ngha l nu lp li cng mt phng php phi sinh ra cng mt kt qu.

D liu thu thp phi m bo nhanh v chi ph thu thp c th chp nhn c.

y l 3 yu cu ti thiu cn thit thng tin thu thp c y v tin cy gip cho nh

qun tr c c s chc chn khi ra quyt nh, ng thi l cn c xc ng ngi nghin
cu hnh thnh k hoch thu thp d liu thch hp.
Phn loi d liu:
gip ngi nghin cu chn la c ng nhng d liu thch hp vi mc tiu d liu cn
thit phi phn bit 3 loi d liu c bn.
Phn loi d liu theo c tnh ca d liu:
Theo cch phn loi ny c 5 loi d liu:
S kin:
Bao gm nhng s lng nh hoc o lng v nhng g thc s hoc ang tn ti. S kin
c th hu hnh hoc v hnh. S kin hu hnh l nhng s kin c th lng nh c. V d
khi ta ni doanh nghip VMC bn c 1500 xe, hn nm 1994 l 300 xe, th l mt s kin
hu hnh. Nhng s kin c th v hnh, c ngha l kh hoc khng th nh lng c.
thch ca khch hng v mt kiu sn phm l mt s kin v hnh v rt kh nh lng.
Vic nh lng mt cch chnh xc s kin ch l l tng. Trn thc t, hu ht cc vn
mang tnh cht l bn s kin (quasi-fact), l nhng g gn nh s kin, gn nh s tht.
Nhiu s kin ch da trn c nh hay trn nhng mu c tin cy tng i.
S kin c th phn loi thnh:
-

S kin dn s hc: l nhng d kin c s dng trong marketing, m t cc c im

nhn khu ca dn c hay khch hng ... V d: thu nhp hng nm ca h gia nh, s thnh
vin gia nh, tui tc, gii tnh ca h

S kin x hi hc: bao gm cc d liu v tng lp x hi ca khch hng (thng lu, trung
lu, hay tng lp bnh dn...), tn gio,...

S kin tm l: th hin nhn thc, ng c hay li sng ca mt c nhn c nhn hay ca

mt nhm ngi.
29

S kin thi : phn nh cch c x ca con ngi trong vic la chn mua hng, n m t
hnh vi v trng thi ng x trc mt s la chn v sn phm hay dch v.

Kin thc:
Kin thc - l loi d liu phn nh s hiu bit ca ngi tiu dng v thc ca h v nhn
hiu hng ha, th trng, ngi bn. V d, khi quyt nh mua mt gi bt git trong s cc
nhn hiu Omo, Tide,... ngi tiu dng cn c s hiu bit nht nh v cng dng, v cch
thc s dng bt git ni chung, ngoi ra phi bit c s khc bit gia cc loi bt git v tnh
nng tc dng, nhng im c th hnh hnh nn mt nhn hiu phn bit vi cc loi khc
t chn ng th bt git thch hp nht vi yu cu ca mnh.
D lun:
Nhiu khi ngi tiu dng la chn mua sn phm hay dch v khng ch da vo kin thc ca
mnh v sn phm, dch v m cn da vo (hay ch da vo) d lun. D lun phn nh s
cm nhn ca qun chng v iu g , thng l s cm nhn chung v mt loi nhn hiu hay
cc tc dng tt hoc tc dng khng mong mun ca sn phm, biu tng ca sn phm v
doanh nghip
Hnh thc tim tng ca d lun c khuynh hng hnh thnh thi (attitude), l s thin kin
v tinh thn, hay hnh ng mc no . V d: ngi mua c nh sn trong u l khng
mua sn phm ca ngi bn m h n xem u tin, m ch gi hoc tm hiu thm.
Mt dng khc ca nh kin l nim (images) ca khch hng: nhiu ngi cng c mt hnh
tng ging nhau v mt doanh nghip hay mt nhn hiu no . Hu ht ngi tiu dng Vit
Nam u nhn nhn xe my ca hng HONDA l bn v p. nh kin rt c ngha trong
nghin cu marketing v n nh hng n cch c x, thi ca nhiu ngi mt cch dai
dng trong qu trnh mua - bn.
nh:
nh l suy ngh sp sn trong u v hnh ng s thc hin trong tng lai, l thi x s
sp ti ca i tng. nh v mc thay i nh v mt hnh vi tiu dng l nhng thng
tin then cht trong nghin cu marketing. V d nu hng VMEP, qua s liu iu tra cho bit l
c 10% gia nh c nh mua xe my mi trong vng 2 nm ti, khc vi s liu bo co nm
trc l 7% th hng ny s phi iu chnh li k hoch sn xut.
ng c:
ng c l lc ni sinh khin con ngi c x theo mt cch no . Nhng ngi lm
marketing sn sng tr gi cao c d liu v ng c thc y tiu dng mn hng m h a
ra. Nhng ng c trc tip th ni chung l r rng, d ni ra. Nhng nhng nguyn nhn c bn
su xa ca thi c x th rt kh bc l. V th nghin cu ng c thc y, ngi ta phi
s dng mt s k thut phc tp hn (chng hn l phng php th nghim) hoc bng phng
php gin tip m ngi c s c gii thiu trong phn thit k bng cu hi.
Phn loi d liu theo chc nng ca d liu:
-

D liu phn nh tc nhn: y l loi d liu phn nh nguyn nhn dn n mt hnh vi

tiu dng. V d, doanh nghip VMEP cn bit yu t no l nguyn nhn chnh dn ngi
tiu dng n quyt nh mua mt chic xe my nhn hiu ANGEL-80 trong s cc yu t:
gi r, hnh thc mua tr gp, cht lng ca xe, hay thu nhp ca ngi tiu dng. Kt qu
ca vic nghin cu cc d liu ny s gip cho doanh nghip la chn ng cc quyt sch
kinh doanh ca mnh.
30

D liu phn nh kt qu: vic thu thp cc d liu nh gi kt qu ca cc gii php

marketing (nh l nguyn nhn) t tm ra mi quan h nhn qu trong hot ng
marketing l rt quan trng. Trong v d trn, vic phn tch cc d liu v s lng xe,
doanh thu bn tng ca hng l nhng minh ha cho cc d liu kt qu

D liu m t tnh hung: l loi d liu dng nghin cu nhng c im ring bit hay
phn tiu biu ca i tng nghin cu, lm c s ra cc quyt nh marketing ph hp
vi tng nhm i tng. V d: c im c nhn hay gia nh c th nh hng n hnh
ng mua sm ca h, v th nhng c im khc nhau cn c kho st c kt lun
ng v mi quan h nhn qu.

D liu lm r ngun thng tin: bao gm cc d liu v tn ngi phng vn, tn v a ch

ca ch th hay v tr thu thp d liu.

Phn loi d liu theo a im thu thp d liu

Theo cch phn loi ny, a im thu thp d liu bao gm:
-

Ni sinh sng ca i tng (nh ).

Ni i tng lm vic.

Trn ng ph hay trong lc di chuyn.

Nu i tng ca nghin cu marketing l nhng ngi tiu dng th thu thp d liu ti ni
mua sm, l ni c mt ngi tiu dng cao, l ht sc tin li. Ngy cng c nhiu c s
nghin cu chn i tng ngu nhin ti nhng ni mua bn hng ha tin hnh phng vn
c nhn.
Phn loi d liu theo ngun thu thp d liu
D liu trong nghin cu marketing c th thu thp t nhiu ngun khc nhau, v sau y l cc
ngun d liu chnh:
D liu th cp
D liu th cp l loi d liu c su tp sn, cng b nn d thu thp, t tn thi gian, tin
bc trong qu trnh thu thp.
D liu s cp
Cc d liu s cp c thu thp trc tip t i tng nghin cu, c th l ngi tiu dng,
nhm ngi tiu dng... N cn c gi l cc d liu gc, cha c x l. V vy, cc d liu
s cp gip ngi nghin cu i su vo i tng nghin cu, tm hiu ng c ca khch hng,
pht hin cc quan h trong i tng nghin cu. D liu s cp c thu thp trc tip nn
chnh xc kh cao, m bo tnh cp nht nhng li mt thi gian v tn km chi ph thu thp.
D liu s cp c th thu thp t vic quan st, ghi chp hoc tip xc trc tip vi i tng
iu tra; cng c th s dng cc phng php th nghim thu thp d liu s cp.
Trong cc chng sau, chng ta s bn su hn v cch thc cng nh thit k cc phng tin
thu thp loi d liu ny.
D liu thu thp t cc cuc th nghim
thu thp d liu, c bit trong nhng trng hp cn kim chng cc quan h nhn qu, hoc
cn nhc gia cc phng n ra quyt nh, ngi nghin cu c th dng phng php th
nghim thu thp d liu.
31

Th nghim c th c thc hin trong phng th nghim (v d, th nghim cc c tnh k

thut ca sn phm...) hoc th nghim trn hin trng (th nghim vic bn sn phm bng
nhiu mc gi khc nhau, th nghim mt chng trnh qung co hay khuyn mi...).
C nhiu m hnh th nghim c s dng thu thp d liu (s trnh by phn sau). Ngi
nghin cu c th phn tch, nh gi la chn trong s cc m hnh th nghim mt m
hnh thu thp d liu thch hp.
Trong mt s trng hp, vic th nghim c xem l cn thit trc khi quyt nh, chng
hn, th nghim mt loi dc phm mi; th nghim mt sn phm mi trc khi thng mi
ha... Chi ph th nghim thng kh ln, nhng d liu thu thp c m bo chnh xc
v tin cy cao.
D liu thu thp t cc m hnh gi nh
Thay v thc hin cc cuc th nghim nhm lm r nhng vn cn nm trong gi thit th
phi tiu tn mt nhiu thi gian v tin bc, ngi ta c th lp cc m hnh gi nh phn
tch. Cc m hnh gi nh a ra nhng tnh hung c tht, n khng bao gm mi bin c c
trn thc t m c n gin ha hn nhiu so vi th gii hin thc.
y l mt k thut mi i vi nhng cuc nghin cu xc nh vn nghin cu marketing.
Nhng s gi nh tt lun lun i hi phi d tnh c nhng mi quan h cng nh tc dng
ca cc yu t m sau ny c th s dng c my in tan x l v phn tch.
Qua kinh nghim thc t v la chn v thu thp d liu, ngi nghin cu c th phc ha ra
mt s m hnh m t nhng mi quan h v mt hm s gia cc bin s tin hnh nghin
cu (v d, quan h v gi c v nhu cu sn phm; quan h gia trnh nhn vin bn hng v
kt qu bn ca h,...) Nhng mi quan h ny c m t bi nhng hm s ton hc. V da
trn cc m hnh ny d bo nhng bin i c th xy ra khi mt yu t no thay i. Tht
ra, khng phi tt c mi s gi nh u nh lng c nhng bin i ca th gii thc, trong
nhng trng hp nh vy, cc ngi nghin cu phi t gi nh ra t nhng kinh nghim ca
mnh.
Mc d vic s dng cc bin c gi nh c th lm gim i gi tr ca mt chng trnh nghin
cu, nhng n vn l cng c c lc em li cho ngi nghin cu kh nng tip thu v phn
tch mt lng ln cc d liu m khng phi tn nhiu cng sc v tin bc thu thp chng.
D LIU TH CP
Cc loi d liu th cp
D liu th cp c c im l ch cung cp cc thng tin m t tnh hnh, ch r qui m ca hin
tng ch cha th hin c bn cht hoc cc mi lin h bn trong ca hin tng nghin
cu. V d liu th cp, d thu thp t bn trong hoc bn ngoi doanh nghip, n cng l nhng
thng tin c cng b nn thiu tnh cp nht, i khi thiu chnh xc v khng y . Tuy
nhin, d liu th cp cng ng mt vai tr quan trng trong nghin cu marketing do cc l do:
Cc d liu th cp c th gip ngi quyt nh a ra gii php gii quyt vn trong
nhng trng hp thc hin nhng nghin cu m cc d liu th cp l ph hp m khng cn
thit phi c cc d liu s cp. V d nh cc nghin cu thm d hoc nghin cu m t.
Ngay c khi d liu th cp khng gip ch cho vic ra quyt nh th n vn rt quan trng v n
gip xc nh v hnh thnh cc gi thit v cc gii php cho vn . N l c s hoch nh
vic thu thp cc d liu s cp; cng nh c s dng xc nh tng th chn mu v thc
hin chn mu thu thp d liu s cp.
32

D liu th cp bn trong
Khi tm kim d liu th cp nn bt u t cc ngun bn trong t chc. Hu ht cc t chc
u c nhng ngun thng tin rt phong ph, v vy c nhng d liu c th s dng ngay lp
tc. Chng hn nh d liu v doanh thu bn hng v chi ph bn hng hay cc chi ph khc s
c cung cp y thng qua cc bng bo co thu nhp ca doanh nghip. Nhng thng tin
khc c th tm kim lu hn nhng tht s khng kh khn khi thu thp loi d liu ny.
C hai thun li chnh khi s dng d liu th cp bn trong doanh nghip l thu thp c mt
cch d dng v c th khng tn km chi ph.
to ra c s d liu th cp bn trong, doanh nghip cn t tc c s d liu marketing (Data
Marketing). l vic s dng my tnh nm bt v theo di cc h s khch hng v chi tit
mua hng. Thng tin th cp ny phc v nh mt nn tng cho cc chng trnh nghin cu
marketing hoc nh l ngun thng tin ni b lin quan n hnh vi khch hng trong nhiu
doanh nghip.
D liu th cp 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, chnh quyn a phng, cc t chc phi chnh ph (NGO), 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 thc tm kim thch hp.
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.
33

PHNG PHP THU THP D LIU S CP

Phng php nghin cu nh tnh
Phng vn nhm (Focus Groups)
L mt cuc phng vn c tin hnh bi mt ngi iu khin c tp hun theo hng
khng chnh thc nhng rt linh hot vi mt nhm ngi c phng vn. Ngi iu khin c
nhim v hng dn tho lun nhm.
Mc ch ca k thut ny nhm t c nhng hiu bit su sc vn nghin cu bng cch
lng nghe mt nhm ngi c chn ra t mt th trng mc tiu ph hp vi nhng vn
m ngi nghin cu ang quan tm. Gi tr ca phng php ny l ch nhng kt lun ngoi
d kin thng t c t nhng kin tho lun t do ca nhm. Tho lun nhm l mt
phng php nghin cu nh tnh quan trng nht v cng ang c s dng ph bin trong
thc t nghin cu Marketing.
c im
Phng php phng vn nhm c tin hnh bng cch tp hp mt nhm t 10 - 12 ngi,
nhm t hn 8 ngi th kh c th to ra s a dng ca nhm to ra s thnh cng trong tho
lun. Ngc li, nhm hn 12 ngi l qu ng v cng khng th c mt cuc tho lun su,
kin s rt phn tn. Hn na, ngi c tp trung trong nhm nn c cng mt s c im
nhn khu v iu kin kinh t x hi, trnh trng hp tng tc v mu thun gia cc thnh
vin trong nhm khi tho lun. Hn na, cc thnh vin trong nhm phi c xem xt la
chn ra theo mt tiu chun no , tt nht h cn c kinh nghim v vn ang c tho
lun. Thi gian tho lun c th ko di t 1 - 3 gi, thng thng trong khong 1,5 - 2 gi l tt
nht v nn s dng my ghi m hoc vido ghi li ni dung tho lun.
Ngi iu khin c vai tr rt quan trng trong s thnh cng ca k thut phng vn nhm tp
trung v i hi ti thiu i vi ngi iu khin l phi c k nng dn dt chng trnh, a ra
cc vn no cn c tho lun su. Ngoi ra, ngi iu khin cn ng vai tr trung tm
trong phn tch v tng hp d liu. Mt s kh nng cn c ca mt ngi iu khin l s t t,
thn thin, thoi mi, hiu bit hon ho, linh hot (flexibility) v nhy cm i vi vn tho
lun.
Th tc chun b v tho lun nhm
-

Xc nh mc tiu ca vn nghin cu.

Mc tiu c th ca nghin cu nh tnh.

t cu hi tho lun nhm.

Pht trin cng ca ngi iu khin.

Tin hnh phng vn nhm.

Phn tch d liu.

Kt lun v xut.

Nhng dng khc ca nhm tho lun.

-

Nhm tho lun hai chiu: iu ny cho php mt nhm lng nghe hoc hc hi mt nhm
khc c lin h.

34

Nhm tho lun song i: l nhm phng vn c tin hnh bi hai ngi iu khin. Mt
ngi chu trch nhim v tin trnh ca bui tho lun (hnh thc) cn ngi kia th c trch
nhim m bo chc chn rng nhng vn c th ang c tho lun (ni dung).

Nhm tho lun tay i: y cng l nhm phng vn c hai ngi iu khin vi v tr
ngc nhau v cc vn c tho lun. iu ny cho php ngi nghin cu khai thc c
hai mt ca cc vn tho lun.

Nhm kt hp ngi iu khin v ngi tr li: nhm tho lun cho php ngi iu khin
nh ngi tham gia nhm ng vai tr ngi iu khin tm thi nng cao s linh hot
ca nhm.

Nhm khch hng tham gia: khch hng c mi thnh lp nhm tho lun, vai tr ch yu
ca h l lm r cc vn tho lun tng hiu qu ca phng php.

Nhm tho lun nh: nhng nhm nh ny bao gm ngi iu khin cng vi t 4 n 5
ngi tham gia phng vn.

Nhm tho lun bng in thoi: dng in thoi tho lun cc vn quan tm gia
ngi nghin cu v nhm.

Thun li v bt li ca nhm tho lun

Nhm tho lun c nhiu thun li hn cc phng php thu thp d liu khc v c th thu thp
d liu a dng, c th tp trung iu khin kch thch tr li, to tm l an ton v t nhin
cho nhng ngi tham gia tho lun, cc d liu nh c th c thu thp mt cch khch
quan v mang tnh khoa hc.
Tuy nhin, tho lun nhm cng tn ti mt s bt li
-

ng dng sai: phng vn nhm c th ng dng sai hay b lm dng bng vic xem xt kt
qu nh l mt kt lun hn l mt s thm d.

nh gi sai: kt qu ca tho lun nhm rt d b nh gi sai so vi cc k thut phng vn

khc v thnh kin ca khch hng cng nh ca ngi nghin cu.

iu khin: tho lun nhm rt kh iu khin do vic chn ra nhng ngi iu khin c tt
c nhng k nng mong mun th rt kh, v cht lng ca kt qu tho lun ph thuc rt
ln vo k nng ca ngi iu khin.

Ln xn: bn cht ca cc cu tr li hon ton khng theo mt cu trc chnh thc, do

vic m ha, phn tch v tng hp d liu rt kh khn, xu hng ca d liu kh ln xn.

Khng i din: kt qu ca tho lun nhm th khng i din cho tng th chung m ch
cho mt mu nhm c phng vn.

Cc trng hp c th ng dng tho lun nhm

-

nh ngha vn mt cch r rng.

Thit lp cc phng n hnh ng.

Pht trin s tip cn vn .

t c cc thng tin hu ch trong cu trc bng cu hi.

To ra cc gi thit v kim nh.

35

Phng vn chuyn su (Depth Interview)

Phng vn chuyn su l k thut phng vn c nhn, trc tip v khng chnh thc. Trong
phng php phng vn ny ngi tr li c hi v cc kha cnh nim tin, thi v cm
ngh v ch nghin cu di s iu khin ca ngi phng vn c k nng cao.
c im
Cng ging nh phng vn nhm tp trung, phng vn c nhn cng l mt k thut trc tip v
khng cu k thu thp thng tin, nhng khc ch phng vn c nhn ch c hai ngi i
din: ngi phng vn v ngi c phng vn (one-to-one). Thi gian phng vn c th t 30
pht n 1 gi.
K thut phng vn c nhn
Nhng k thut phng vn c nhn ang c s dng rng ri hin nay l k thut bt thang, t
cu hi cho cc vn v phn tch biu tng.
Thun li v bt li ca phng vn c nhn
Phng vn c nhn khng th hiu bit su sc bn cht bn trong ca vn nghin cu so vi
phng vn nhm nhng bit chnh xc cu tr li ca ring tng ngi c phng vn. Phng
vn c nhn cn thc hin trong bu khng kh trao i thng tin hon ton t do v hon ton
khng c bt k mt p lc mang tnh x hi nh trong phng vn nhm.
Tuy nhin, phng vn c nhn cng c nhiu nhc im, chng hn nh tm c ngi
phng vn c k nng th rt kh khn v tn km. D liu thu thp c kh phn tch v tng
hp hn phng vn nhm thm ch cn rt phc tp, v v chi ph phng vn cao nn thng c
c mu nh, iu ny th hin tnh i din thp.
ng dng phng vn c nhn
Cng nh phng vn nhm, mc ch chnh phng vn c nhn l nghin cu thm d nm
c mi hiu bit su hn bn trong vn . Hn na y cng l phng php s dng c hiu
qu trong cc tnh hung c vn c bit, chng hn nh thm d c cc chi tit c nhn t
ngi c phng vn, tho lun cc ch v nim tin, cm xc c nhn, hiu r cc hnh vi
ng x phc tp.
Mt s k thut c th s dng
K thut lin tng
L k thut trong ngi c phng vn trnh by kin vi s kch thch v c hi bng
bng lit k cc t tr li tng t mt m t s rt gi nh.
K thut hon chnh
L k thut i hi ngi c phng vn hon chnh nhng tnh hung cha kt thc cc vn
quan tm. Ni chung, k thut hon chnh c s dng trong nghin cu marketing l hon
thnh cu d dang hay mt cu chuyn.
K thut dng hnh
L k thut i hi ngi c phng vn trnh by cu tr li theo hnh thc ca mt cu
chuyn, mt mu m thoi hay m t. K thut ny bao gm hai hnh thc: din gii qua tranh
nh v t li ch gii cho phim hot hnh.

36

K thut din cm
Ngi c phng vn trong k thut ny trnh by cu tr li di hnh thc k hay quan st v
tr li nhng cu hi c lin quan n cm ngh v thi ca ngi khc i vi vn nghin
cu. H khng ch trnh by cm ngh ring ca h m cn nhn xt cm ngh ca ngi khc
thng qua vic ng vai tr ngi th ba.
Phng php quan st v iu tra
Quan st
Quan st l phng php ghi li c kim sot cc bin c hoc tc phong ca con ngi. Qua cm
nhn ni mnh ang sng hay hnh ng, con ngi c th ghi nhn v lng nh cc s kin bn
ngoi. Quan st gm hai hnh ng ca con ngi: nghe nhn cm nhn v lng nh. Con ngi
c th quan st trc tip bng tai, mt nghe, nhn hay bng phng tin c gii.
Quan st l mt phng php thu thp d liu n gin d thc hin nhng rt hu ch, d y
khng phi mt phng php iu tra v khng c cc cu hi hay cu tr li nh thng l. Tuy
vy mun phng php ny t kt qu tt cn phi c mt mu nghin cu thch ng.
Quan st, nghin cu nhng ti liu c sn:
y l hnh thc quan st, nghin cu nhng ti liu c sn hoc c nh v bn cht trong
mt khong thi gian nht nh (khng c tnh hnh vi). V d, phn tch nhng ghi chp c c
trong thi gian trc hay trong hin ti t nhng bn quyt ton ti chnh, nhng d liu kinh
doanh ...
Quan st, nhn thc v ghi li thi ca i tng:
Hnh thc quan st ny c th phn lm 4 loi:
- Thi khng li: gm nhng ng tc, s vn ng, ci nhn, nh mt...
- Thi ngn ng: Gm vic nghin cu ni dung trnh by pht biu hoc ni dung, cch
thc v s lng thng tin c truyn ti trong mt tnh hung no .
- Thi ngoi ngn ng: Bao gm m thanh, nhp , s tham gia (khuynh hng, ngt
li, p o hay e d) v phong thi (t ng, cch pht m, th ng).
- Mc tng quan: Biu l qua s tng quan vi ngi khc.
Mc thnh cng ca phng php ny ty thuc vo s nhy bn ca gic quan ca ngi
quan st v s chnh xc v y qua cc ghi nhn ca h. Cc thao tc quan st c th cn phi
c tiu chun ha kim sot nhng ngi lm nhim v quan st.
Quan st bng con ngi
Theo cch ny, ngi nghin cu s dng cc gic quan ca mnh tin hnh quan st cc i
tng nghin cu. V d: quan st xem c bao nhiu ngi i quanh v bao nhiu ngi ra vo
cc trung tm thng mi; quan st v o m khi lng ca hng ha, xp theo chng loi v
mt hng ti cc ca hng nhng thi im khc nhau; quan st ti ni mua sm v hnh vi ng
x trong lc mua hng hay quan st li sng, khung cnh ni suy on mi lin h vi hnh
vi tiu dng v mt loi sn phm c th no .
Quan st bng thit b:
Quan st theo phng php ny c thc hin nh cc thit b in t nh my m (m s
ngi ra vo cc ca hiu, tnh thi gian s dng sn phm nh s gi xem tivi, nghe i...), hay
dng camera ghi li tc phong ca ngi tiu dng ti cc ca hng bn l.
37

Cc thit b ny cng c th dng nghin cu tc phong ng x nh mua sm, xem chng

trnh gii tr, nghe i ca mt nhm c nh lin tc gm cc c nhn hay h gia nh, t rt
ra nhng kt lun b ch v hnh vi tiu dng ca h.
u th ca phng php quan st l kt qu hin nhin, trc quan, d tha nhn v tng i
chnh xc. Tuy nhin phng php ny c th b hn ch nu dng nghin cu nhm c nh
ngi tiu dng do kh khn trong chn mu hoc do i tng quan st b nhm ln. V d nh
nhm ln v nhn hiu, qui cch, thi gian bo hnh, ghi trn hng ha, hoc i tng quan
st a dng khng nm trong nhm i tng m ta mun kho st
Phng vn
Phng vn c nhn trc tip
y l phng php thu thp d liu m ngi phng vn v ngi c phng vn gp nhau
trc tip hi v tr li. a im phng vn thng cc trung tm thng mi, trn ng
ph, trn phng tin giao thng cng cng hay ti nh .
Mc chnh xc ca s liu thu thp ph thuc vo k nng t cu hi mt cch kho lo, s
tinh t trong vic nu cu hi nhm theo di v kim tra i tng phng vn.
Yu cu i vi ngi hi l:
-

Khng c thin kin hay xen quan im c nhn vo cu hi, hoc hng i tng phng
vn vo cch tr li.

Phi trung thc, khng ba ra cu tr li, bt cu hi, t in cu tr li...

C k nng giao tip, ging ni, ng iu, y phc ph hp vi han cnh v i tng phng
vn.

u im ca phng php phng vn c nhn trc tip:

-

Ngi phng vn trc tip gp i tng nn c th thuyt phc i tng tr li.

Cc thng tin v gia cnh c th quan st, khng cn hi.

C th kt hp cu hi v hnh nh gii thch (cc qung co, gii thiu sn phm).

Gp cu hi kh hiu, ngi phng vn c th gii thch i tng hiu ng cu hi.

Nhc im ca phng php ny l:

-

Ph tn cao, di chuyn nhiu, mt nhiu thi gian n c i tng phng vn.

Ngi c phng vn thng khng mun ni chuyn vi ngi l.

S c mt ca ngi phng vn, thi cng nhc ca ngi hi lm ngi tr li n trnh

cu hi hoc tr li khng tht.

Tm l s b nhn din ca ngi tr li c th nh hng n thin ch, cch tr li ca h.

Kh triu tp nhn vin phng vn y v iu i xa.

T l t chi tr li kh cao.

khc phc mt s hn ch trn, ngi nghin cu c th tin hnh phng vn c nhn ti cc

trung tm thng mi. c im ca phng php phng vn ti trung tm thng mi l c th
chn mu a dng, t phi di chuyn, chi ph thp, th tc phng vn d tiu chun ha... Nhng
thi gian phng vn thng rt ngn, v th ni dung phng vn b hn ch, phi chun b trc
cc cu hi ch ng tranh th thi gian phng vn.
38

Phng vn nhm c nh:

Nhm c nh bao gm mt s i tng khng i, nh k tr li cc bng cu hi (ngi tiu
dng, h gia nh, doanh nghip...). Ty theo mc tiu phng vn, c th duy tr nhm c nh
trong mt tun, mt thng, mt nm hay nhiu hn.
Hnh thc phng vn nhm c nh: phng vn c nhn cc thnh vin trong nhm, phng vn
bng in thoi hay th tn.
u im ca phng php phng vn nhm c nh:
-

Chi ph r: do lp li nhiu ln mt bng cu hi theo mt mu iu tra lp sn.

Gip tin hnh phn tch lu di cc phn ng, tc phong tiu dng ca mt ngi, mt h gia
nh hay doanh nghip, do d tm ra tnh quy lut trong tiu dng, nguyn nhn thay i s
la chn (nhn hiu, chng loi hng ha,ngi bn...)

Hn ch ca phng php ny l:
-

Cu to mu nghin cu: vic chn mu d thn trng n u cng khng chc chn mi i
tng tham gia cuc phng vn u tr li, v th t l tr li thp (di 50% s i tng
phng vn)

Bin ng c cu nhm: hng nm c cu nhm c nh c th thay i v s ngi tiu dng

hay doanh nghip tham gia trong nhm do mt s ngi ht hng th tham d phng vn, s
khc chuyn ch , lp gia nh,...mt s doanh nghip ngng hot ng, ph sn hay chuyn
hng kinh doanh sang lnh vc khc.

S lp li mt bng cu hi nh k thng gy nn s nhm chn cho ngi tr li, c th

tr li chiu l, thiu suy ngh k lm sai lch kt qu.

Phng vn bng in thoi:

y l phng php thu thp d liu c tin hnh bng cch b tr mt nhm ngi phng vn
tp trung phng vn khch hng vi nhiu my in thoi kt ni vi tng i d kim tra
ngi phng vn. Yu cu i vi ngi phng vn l phi cm nhn i tng phng vn trong
mt khung cnh m anh ta khng nhn thy. Phng php ny c p dng khi s ng ngi
c hi c my in thoi; v khi cuc iu tra i hi phi c mt mu nghin cu phn b
rng trn cc vng a l th phng php iu tra bng in thoi l tin li nht.
Phng vn bng in thoi c nhng u im:
-

C th hi nhiu ngi trong mt thi gian ngn, c th gi li phi kim, b sung.

i li di chuyn xa.

Khng trc din trc ngi hi, gip ngi tr li t tin hn.

D chn mu: khi lng ly mu ln, ri rc khp cc im trn mt khng gian ln.

Ch o v kim tra cc cuc phng vn thun li.

T l tr li kh cao.

Hn ch ca phng php ny l:
-

Ngi phng vn khng thy ngi tr li, nn thiu mi giao cm thng qua thi c ch
ca ngi tr li.

Phng vn b gii hn bi nhng iu nghe c, thiu hn t liu trc quan.

39

Phng vn ko di c th b ngi tr li b d cuc phng vn.

Chn thi gian phng vn khng thch hp (vo gi n tra, xem tivi...) d b t chi hoc tr
li qua qut.

Thiu sc thuyt phc v khng c cc minh ha bng qung co, mu sn phm.

Phng vn bng th tn
Vi phng php ny ngi phng vn gi cho ngi d phng vn mt bng cu hi qua ng
bu in v ch tr li. Phng php ny khng phi bao gi cng tt, nhng n c nhng u
im m cc phng php khc li khng c.
-

Phng php phng vn bng th tn c th cp n nhiu vn khc nhau, k c vn

ring t, v do khng gp mt ngi hi nn ngi tr li t ch khi tr li cu hi, khng b
chi phi bi ngi hi.

Khng b gii hn cht ch v thi gian nn ngi c hi c th suy ngh chn chn trc
khi tr li, v vo thi gian thun tin nht.

C th hi c nhiu ngi do ph tn thp; i tng c hi qu xa, tn mt vn c

th phng vn c bng phng php ny.

C th s dng ti liu minh ha km vi bng cu hi.

Phng php ny c hn ch l:
-

Khun kh chn mu mang tnh xc nh, i hi danh sch cc d vn phi y thng tin
v a ch, ngh nghip, gii tnh...

T l tr li thp, khong 15% s ngi c hi tr li l c th c coi l thnh cng.

Ngi tr li c th khng i din cho kin hay quan im ca nhng ngi khng tr li,
do kt qu tng th c th b sai lch. Ngoi ra, c ngi khng bit ch lm hn ch
phm vi phng vn.

Khng kim sot c ngi tr li, do vy c th h hiu sai cu tr li.

D kin ph tn thp c th tr nn cao nu t l ngi tr li thp.

Ngi tr li thng c ton b cu tr li ri mi tr li, nn mt s cu hi cui bng c

th nh hng n cu tr li u bng.

ci tin hiu qu phng vn bng th tn, chng ta nn:

-

Thng bo trc cho ngi nhn phng vn khong 5 ngy trc khi gi bng cu hi, di
dng bu nh ghi h tn ngi nhn Nu cn gii thch trc mc ch cuc phng vn
ngi tr li xin php tr li cc s liu kinh doanh hay s liu ph bin phm vi hp th dng
th trnh by r mc ch. Nu bng cu hi di, vn hi khng hng th vi ngi tr li
th gi in bo trc.

Chun b k phong b: phong b cn trang trng, giy tt, in ch p ghi tn ngi nhn, a
ch. Nn c hnh thc trang tr c bit gy s ch , d nhn bit.

Chun b k bc th: th phi kch thch ngi nhn tr li v gi li bng cu hi tr li.

Th in trn giy tt, ch r p. Th phi mang mu sc c nhn, lm cho ngi ta c cm
tng th gi ring cho h ch khng phi gi hng lot cho bt c ai. Ni dung th: cp
ngn gn mc tiu nghin cu, cao vai tr ca ngi tr li, hu hn li ch nu h tham
gia, chng hn ha gi cho h kt qu cuc nghin cu, nhc n tnh cht n gin ca bng
cu hi v thi gian ngn tr li.
40

Kch thch vt cht: i khi cn xut mn qu nh cho ngi tham d km theo th.

Hnh thc bng cu hi: kh giy cng b, t l tr li cng cao. Ch vit r trn giy tt, in
tha hng, nu cu hi m nn cha s dng tr li, c th in hnh khi hi nh gy
thch th v kch thch tr li.

Chun b phong b tr li: phong b c dn tem, in a ch ni nhn ngi tr li gi li

bng cu hi han tt cu tr li.

Thu thp d liu bng phng php th nghim

Nh trnh by trong trong cc phn trc y, thu thp d liu ngoi vic nghin cu cc
ti liu ( thu thp d liu th cp), hoc quan st, phng vn ( thu thp d liu s cp), cn
c th c thc hin thng qua vic th nghim. Trong nghin cu marketing, cc cuc th
nghim ng vai tr rt ln, ngoi vic kim tra hoc khng nh mt gii php hiu chnh a
ra, chng cn cung cp mt ngun d liu kh ln c th s dng trong nhiu ti nghin cu
v lnh vc marketing.
Khung cnh (mi trng th nghim): th nghim c th c thc hin trong hai khung cnh
l trong phng th nghim hay trn hin trng. Hai khung cnh ny khc nhau mc c th
kim tra c mt s bin s no ca ngi nghin cu v mc thc t ca khung cnh
nghin cu.
-

Th nghim labo (laboratory expriments): Trong th nghim ny, ngi nghin cu a ra

cc tc ng cho cc i tng trong khung cnh c xp t cho mc tiu ca cc cuc
th nghim. Khung cnh xp t theo mun nh vy gip cho ngi nghin cu gim thiu
n mc thp nht nh hng khng thch hp ca mt s bin ngoi lai nh kim sot v
iu chnh c s bin i ca mt s bin s no . Trong cc labo nh vy, c cc
trang thit b cn thit nh l gng mt chiu, mn nh, h thng kim tra thp sng v
nhit cng nh cc yu t khc c th nh hng n vic th nghim. Th nghim labo
c tin hnh khng kh khn lm nhng t khi c thc hin trong nghin cu marketing
do cc bin s th nghim labo khng phi lc no cng ging nh thc t trn hin trng,
v trong qu trnh ny, ngi nghin cu khng ch cc tc ng bn ngoi, do vic p
dng cc kt qu th nghim ny rt hn ch.

Th nghim hin trng: y l loi th nghim c tin hnh mi trng thc t. Li ch

ln nht ca cuc th nghim hin trng l tnh tht ca khung cnh. Nhng bin s c
a vo th nghim nh: sn phm, qung co, gi c...s ging nh han cnh mua bn bnh
thng. Th nghim hin trng thng rt tn km v phc tp hn so vi th nghim labo,
nhng y li l phng php thng dng trong nghin cu marketing v tnh thc tin ca
kt qu th nghim cao nn c tc dng rt ln trong vic quyt nh mt gii php (v d:
th nghim sn phm mi trc khi thng mi ha, th nghim mt thng ip qung co,
mt loi nhn hiu...).

Nhng sai lm thng mc phi trong cc cuc th nghim: Mt cuc th nghim c gi tr l

cuc nghin cu xc nh c mt kt qu m kt qu ny ch ph thuc bin s a ra th
nghim, ch khng cn thuc yu t ngoi lai no khc na. Nhng trong mi th nghim vn c
yu t ngoi lai c mt trong mi trng, do cn phi xc nh c cc bin s v kim
sot c chng. V vy, trc khi tm hiu cc loi th nghim, cn phi bit c mt s
nguyn nhn gy ra sai lch c th lm gim gi tr ca cc cuc th nghim. Cc nguyn nhn
ch yu c th gy ra sai lch trong cc cuc th nghim l:
-

Lch s: yu t lch s c th l mt bin c xy ra trong lc ang tin hnh th nghim,

nhng khng phi l yu t do cuc th nghim m c.
41

Li thi: l bin s khng r rt. Li thi l thay i dn phn ng ca ngi tiu dng qua
thi gian, hoc s thay i v nhn thc do tch ly kin thc v kinh nghim qua thi gian
th nghim. V d: s thay i thi mua bn, thay i cch sinh hot....

B ngang: l trng hp mt hay nhiu n v b cuc trong cuc th nghim lm cho kt

qu th nghim khng tnh c v khng bit n v b cuc c cng mt thi ng x v
cho kt qu ging nh cc n v cn li khng?

Hiu ng th nghim: trong qa trnh th nghim, mt i tng thc mnh ang chu th
nghim s xc ng, tr li lch lc, hoc c thi khng tht...

Cng c o lng: s sai lch do s dng cng c o lng trong cuc th nghim (v d: do
thit b bng cu hi thiu hp l, b tr h thng quan st khng ph hp).

Chn mu lch: l sai lm xy ra khi n v th nghim c la chn khng i din cho

tng th mun iu tra.

Cch ghi ch th nghim bng k hiu:

-

K hiu X ch tc ng ca mt th nghim no vo mt nhm no . X l bin s c

lp.

K hiu O cp n s quan trc, nh gi hay o lng bin s ph thuc theo n v th

nghim. Nu c hn mt ln nh lng th k hiu ln lt l O1, O2, O3,...

K hiu R ch vic a ra mt cch bt k (ngu nhin, khng la chn) mt n v (i

tng) no tin hnh th nghim.

Cc m hnh th nghim:
-

M hnh th nghim mt nhm: Trong m hnh ny, nhng n v c rt ra th nghim

khng c chn mt cch ngu nhin m da trn mt s cn c khc. i vi nhng th
nghim ny, cc bin s nguyn nhn c bc l trc r sau chng mi c o lng
s nh hng.

M hnh mt nhm th nghim o lng sau (posttest)

X

M hnh th nghim mt nhm o lng trc v sau (pre & posttest): m hnh ny ch
khc m hnh mt nhm th nghim o lng sau l cc i tng c nghin cu trc
khi tin hnh th nghim phi thc hin o lng.
O1

O1

O2

M hnh chui thi gian (time -series): M hnh chui thi gian l s m rng ca m
hnh th nghim trc v sau. Chng cung cp nhng kt qu ca cc ln o lng lin
tc v cc kiu th nghim ging nhau cc a im khc nhau cng mt thi gian.
O1

O2

O3

O4

O5

O6

O7

O8

Cc m hnh th nghim mt nhm c cch lm n gin, t tn km chi ph, nhng do cc

i tng th nghim c la chn c ch hoc tnh nguyn nn kt qu kh m bo tnh
i din cng nh tin cy. Loi m hnh th nghim ny c s dng tm hiu cc
bin s nguyn nhn, nhng li khng kim sot c cc yu t tc ng khc, v khng c
c s kim chng tc ng ny (so vi nhm i tng khc).

42

M hnh th nghim c kim chng: trong dng m hnh ny, ngi ta a thm vo mt
nhm kim chng (khng a vo tc ng th nghim), v i tng th nghim c la
chn mt cch ngu nhin. C cc loi m hnh ch yu sau:

M hnh kim chng o lng sau (posttest): Trong m hnh ny cc nhm i tng a
vo th nghim khng c o lng trc khi tin hnh th nghim.
M hnh

O1

(nhm th nghim)

O2

(nhm kim chng)

M hnh ny n gin, t tn km thi gian v chi ph th nghim, thng c p dng

kh rng ri trong nghin cu marketing.

M hnh mt nhm kim chng o lng trc v sau (pre & posttest): Trong m hnh
ny, cc nhm kim chng v nhm th nghim c o lng trc khi tin hnh a
tc ng vo nhm th nghim.
M hnh

O1

O2

O3

(nhm th nghim)

O4

(nhm kim chng)

M hnh 4 nhm Solomon: Trong m hnh ny ngi nghin cu s dng thm hai nhm
i tng (mt kim chng v mt th nghim) nhng khng tin hnh o lng trc,
vo trong m hnh mt nhm kim chng o lng sau. Thc cht y l s kt hp ca
m hnh mt nhm kim chng o lng sau v m hnh mt nhm kim chng o lng
trc v sau.
M hnh
R

O1

O2

X
X

O3

(nhm th nghim 1)

O4

(nhm kim chng 1)

O5

(nhm th nghim 2)

O6

(nhm kim chng 2)

M hnh ny cn c gi l m hnh th nghim c kim nghim mt cch l tng v

trong m hnh, hu ht nguyn nhn a n sai lm u c iu chnh t gi tr ni
nghim cao. c xem l m hnh l tng nhng n li khng c dng nhiu trong
nghin cu marketing v ph tn cao v kh thc hin. Ngi nghin cu thng b rng buc
v ti chnh v thi gian. D gi tr thng tin cao n u, ngi nghin cu cng kh b
thuyt phc v mt phng n v m hnh tn km nh vy. Tuy nhin, m hnh ny gip ta
hiu r v nguyn nhn gy sai lm trong th nghim thy c phng hng v nm
c phng cch khc phc, lm ch c qu trnh th nghim.
-

S m rng cc m hnh th nghim:

M hnh ngu nhin ha hon ton: M hnh ngu nhin ha hon ton l m hnh th
nghim n gin nht trong cc m hnh m rng (cc i tng th nghim ln hn hai)
v l phng thc thng c dng khi ngi nghin cu mun tm hiu ng ca mt
bin s c lp. Ngi nghin cu gi nh rng khng c khc bit no gia cc n v
th nghim, v t tt c n v th nghim c xem nh nhau v phn chia bt k
theo nhm th nghim.
43

V d: gi s ta mun bn mt sn phm m khng bit gi no hiu qu nht. Ta th

nghim 3 gi khc nhau: cao - trung bnh - thp, v ghi chp s bn cho mi bc gi.
thc hin qu trnh th nghim ny, cc n v th nghim (gian hng) c xp theo
ba bin s x l, phn nh bc gi khc nhau. Chng ta dng cc k hiu:
n

- s gian hng mi bc x l (mc gi).

xni - s o ca bin s ph thuc (s lng hng bn c) n n v th nghim (ca

hng) sau khi thc hin x l bc i (mc gi i). Trong v d trn, l s lng hng
bn c n gian hng theo mc gi i.
x s trung bnh cho tt c n v th nghim theo bc x l i (s trung bnh hng bn
c mi gian hng bn theo mc gi i)

S gian hng
n
Trung bnh x
l

Gi cao
Xn1
X1

Mc gi
Gi trung bnh
Gi thp
Xn2
Xn3
X2
X3

Tng s
X

M hnh ngu nhin c phn tng (khi): M hnh ngu nhin c phn tng l s m rng
hn m hnh ngu nhin ha hon ton. Trong m hnh ny, c tnh n cc yu t ngoi
lai n l c nh hng n hiu ng ca cc n v th nghim. Nn ngi nghin cu
s tch cc yu t ngoi lai bng cch ngn tc dng ca n.
v d trn, nu lp lun rng tnh cht ca cc ca hng (ca hng bch ha, ca hng
gim gi, ca hng chuyn mi) c nh hng n doanh s bn ra ngoi yu t gi c, th
ngi nghin cu c th loi b tc ng ny bng cch s dng m hnh ngu nhin
phn tng nh sau:

Gian hng
th
Trung bnh
theo ct

Cao
5
3
9
Gi bn trung bnh
theo mc gi cao x 1

Mc gi
Trung bnh
1
6
2
Gi bn trung bnh
theo mc gi trung
bnh x 1

Thp
7
8
4
Gi bn trung bnh
theo mc gi thp
x3

M hnh hnh vung latinh: M hnh hnh vung latinh c c s vng chc hn m hnh
ngu nhin ha phn tng, m hnh ny kim sot hoc ngn chn tc dng ca hai yu t
ngoi lai. M hnh c tn nh vy v cch sp xp bng trnh by l mt hnh vung. M
hnh ny i hi cch xy dng phc tp v vic thc hin c th rt tn km.
Ca hng
A
B
C
D

3/9-16/9
1
4
3
2

Thi gian th nghim

23/9-7/10
2
3
4
1

14/10-23/10
3
1
2
4
44

Mun lm mt tc dng ca yu t ngoi lai, m hnh ny tin hnh th nghim cc bin

php vi mi i tng, mt ln mt bin php v thnh mt chui lin tc. Nh vy c
s lun phin nhiu ln x l. V ngi nghin cu hy vng vic lun phin ni tip cc
x l nh vy s lm cc yu t ngoi lai b tr nhau, t trit tiu nhau.
V d: c mt chuyn vin marketing ang cn trng by sn phm v c 4 th nghim
nh thc hin. Ngi ny cho rng khng c 4 ca hng kh ging nhau thnh ph
ny so snh kt qu thc nghim. Do , cch lm m anh ta ngh l lun phin
trng by 4 ln ti 4 ca hng, mi ln trng by 2 tun, cch mt tun nh hng ri
rt li ca cuc trng by c tin hnh trc mt hn i. M hnh th nghim c
p dng trn y l m hnh hnh vung latinh.

M hnh tha s: Mt m hnh dng n v th nghim quay vng gi l m hnh tha s.

V biu , m hnh ny c dng nh m hnh hnh vung latinh, nhng ch ch th khc
nhau. Trong m hnh hnh vung latinh ch c mt loi bin s c a vo (cuc trng
by) v cng l 4 n v ring bit (ch khng phi nhng mc v cc c im ring
bit).
V d: mt nh kinh doanh quyt nh chn 2 phng thc khuyn mi cho sn phm ca
mnh l qung co trn i truyn hnh a phng v h gi bn. ng ta nu l do: trn
th trng y cnh tranh, nu ch qung co thi th cha khuyn khch khch
hng mua sn phm ca mnh nu khng ng thi gim gi bn, ngc li gim gi m
khng qung co th cng khng hiu qa. ng ta ch phn vn ch l qung co s
phi chim bao nhiu phn trm doanh s bn v gim gi mc no.
Gim gi

0,6%

Chi ph qung co (%)

1%

1,4%

30 ngn ng

40 ngn ng

50 ngn ng

Cui cng ng ta chn ba mc gi bn cho sn phm ca mnh l 30 ngn ng, 40

ngn ng v 50 ngn ng v ba mc chi ph qung co l 0,6%, 0,7% v 1,4% doanh
s bn v thc hin vic o lng s lng hng bn c theo mi mc gi tng ng
vi mi mc chi ph qung co. Da trn kt qu o lng ny ng ta s chn c
phng n kt hp gia mt mc gi v mt mc chi ph qung co em li khi lng
bn cao nht.
TM TT
Xc nh y nhng d liu no cn thu thp v phng php no c s dng thu thp
d liu l mt cng vic quan trng ca nh nghin cu m bo c c y thng tin m
d n nghin cu t ra. D liu thu thp bao gm nhiu loi khc nhau. Ngi ta c th phn
loi d liu theo c tnh ca d liu, theo chc nng ca d liu, theo a im thu thp d liu
hoc theo ngun thu thp d liu. Khi xc nh d liu cn thu thp, t c mc tiu nghin
cu, cn phi tun th theo ba yu cu: thng tin cha trong d liu phi ph hp v lm r
mc tiu nghin cu; d liu phi xc thc trn hai phng din tin cy v gi tr v cc d
liu phi m bo thu thp nhanh vi chi ph chp nhn c.
45

D liu th cp c vai tr quan trng trong nghin cu marketing khng ch v cc d liu th

cp c th gip c ngay cc thong tin gii quyt nhanh chng vn trong mt s trng hp,
n cn gip xc nh hoc lm r vn v hnh thnh cc gi thit nghin cu, lm c s
hoch nh thu thp d liu s cp. Tuy nhin khi s dng d liu th cp phi nh gi gi tr
ca n theo cc tiu chun nh tnh c th, tnh chnh xc, tnh thi s v mc ch thu thp ca
d liu th cp . C hai ngun cung cp d liu th cp l ngun d liu th cp bn trong v
ngun d liu th cp bn ngoi doanh nghip. D liu nghip bn trong c th l bo co v
doanh thu bn hng, chi ph bn hng v cc chi ph khc, h s khch hng...D liu th cp bn
ngoi l cc ti liu c xut bn c c t cc nghip on, chnh ph, chnh quyn a
phng, 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
D liu s cp c th c thu thp bng cc phng php nghin cu khc nhau. Mi phng
php c nhng u im v hn ch nht nh, do vy ph hp vi nhng d n nghin cu nht
nh. Cc phng php nghin cu bao gm: Nghin cu nh tnh, quan st, phng vn v th
nghim. Cc nghin cu nh tnh bao gm phng vn nhm, phng vn chuyn su v k thut
hin hnh. Phng php quan st c th c thc hin bng con ngi hoc thit b. Cc phng
php phng vn bao gm phng vn c nhn trc tip, phng vn nhm c nh, phng vn bng
in thoi, phng vn bng th tn. Phng php th nghim c th c thc trong phng th
nghim hoc thc hin ti hin trng. Khi thc hin cc cuc th nghim chng ta c th phi
chu sai lch trong kt qu do cc nguyn nhn: lch s, li thi, b ngang, hiu ng th nghim,
cng c o lng hoc ly mu. Do vy, vic t chc mt cuc th nghim cn phi chun b tt,
lng trc nhng sai lm c th xy ra v c hng khc phc.
CU HI
1. Cc yu cu khi xc nh d liu. t cc yu cu , ngi lm cng tc marketing phi
lm g ?
2. Cc tiu thc phn loi v phn loi d liu.
3. Nhng l do no cho thy vai tr quan trng ca vic s dng d liu th cp trong nghin
cu marketing?
4. Cc loi d liu th cp bn trong?
5. Hy tm hiu v cho bit mt s ngun d liu th cp hin nay l rt hu ch cc doanh
nghip thc hin nghin cu marketing?
6. Mt quan im cho rng: li ch duy nht ca nghin cu nh tnh trong nghin cu
marketing l gip xc lp vn nghin cu khi nh nghin cu cha c nim cch thit lp
vn . Bn ngh sao v quan im ny.
7. Nhng u im v hn ch ca phng vn nhm trong nghin cu nh tnh?
8. Khi no th s dng phng vn chuyn su l thch hp hn phng vn nhm tp trung?
9. Nu mt vi k thut hin hnh c p dng trong nghin cu marketing?
10. Trong trng hp no s dng phng php quan l thch hp?
11. Trng bn mun bit s sinh vin n th vin mi ngy, nam hay n n th vin nhiu
hn, loi sch, bo, tp ch m h mn. Bn hy khuyn phng php thu thp d liu no nn
c s dng trong trng hp ny?
46

12. Hy nu cc phng php phng vn c s dng trong nghin cu marketing? u v

nhc im ca mi loi?
13. Phn tch nhng nguyn nhn gy ra cc sai lch trong cc cuc th nghim.
14. Ngi ta mun kim tra tnh hiu qu ca mt qung co chng ht thuc l. Hai mu ngu
nhin gm 250 ngi c chn. Mt trong hai nhm ngi ny c xem qung co. Sau
ngi ta nh gi thi ca nhng ngi tham gia i vi thuc l trn c hai nhm.
a. Trong thc nghim ny, xc nh bin c lp v bin ph thuc
b. M hnh thc nghim no c s dng nghin cu?
15. Gi nh cng ty Honda Vietnam chun b a ra mt sn phm xe my kiu dng mi. Cng
ty ang ngh mt vi mc gi cho sn phm ny: 25 triu, 27 triu hoc 30 triu. Gim c
Marketing ca cng ty mun tn hnh mt thc nghim hin trng cho cc phng n gi ny.
a. Hy thit k chi tit mt m hnh th nghim thch hp cho nhu cu nghin cu ny.
b. D on nhng nguyn nhn c th dn n sai s ca m hnh th nghim?
Trong nghin cu marketing vic xc nh d liu v phng php thu thp d liu ng vai
tr rt ln trong vic a ra quyt nh marketing, n gip cho ngi a ra quyt nh c y
thng tin v vn cn gii quyt.
TI LIU THAM KHO
Devashis Mitra, The venture capital industry in India, Journal of Small Business Management, vol. 38,
no. 2
(April, 2000): 6779.
Richard Parker, Problems in the marketing of spectator sports, The Mid-Atlantic Journal of Business,
vol. 36, no. 1 (March, 2000): 3746.
Humphrey Taylor, The very different methods used to conduct telephone surveys of the public, Journal
of the Market Research Society, vol. 39, no. 3 (July, 1997): 421432.
Humphrey Taylor, Horses for courses: How survey firms in different countries measure public opinion
with very different methods, Journal of the Market Research Society, vol. 37, no. 3 (July, 1995): 211
219.
David H. Wilson, Gary J. Starr, Anne W. Taylor, and Eleonora Dal Grande, Random digit dialing and
electronic
white pages samples compared: Demographic profiles and health estimates, Australian and New Zealand
Journal of Public Health, vol. 23, no. 6 (December, 1999): 627633.
Scott G. Dacko, Data collecting should not be manual labor, Marketing News, vol. 29, no. 18 (August
28, 1995): 31.
Henry C.K. Chen, Direction, magnitude and implications of non-response bias in mail surveys, Journal
of the Market Research Society, vol. 38, no. 3 (July, 1996): 267276.
Maria Krysan, Howard Schuman, Lesli Jo Scott, and Paul Beatty, Response rates and response content in
mail versus face-to-face surveys, Public Opinion Quarterly, vol. 58, no. 3 (Fall, 1994): 381399.
A.J. Faria and John R. Dickinson, The effect of reassured anonymity and sponsor on mail survey
response rate and speed with a business population, Journal of Business & Industrial Marketing, vol.
11, no. 1 (Winter, 1996): 6676.
Nigel Hopkins, Going online with consumer research: The General Mills experience, 2000 EXPLOR
Forum, American Marketing Association and the University of Wisconsin-Madison, November 17,
2000.

47

CHNG BN

CC THANG IM O LNG
TRONG NGHIN CU MARKETING

NI DUNG CHNH

Chng ny cp n nhng ni dung chnh sau:

-

o lng v ngha ca o lng

Cc thang im o lng

Cc tiu chun ca mt o lng tt

Nhng kh khn ca vic o lng v bin php khc phc

nh gi thang o lng

48

O LNG V NGHA CA O LNG

o lng
o lng trong nghin cu marketing l qu trnh gn nhng con s hoc cc biu tng i vi
nhng c tnh ca cc s vt, hin tng nghin cu theo cc nguyn tc c xc nh c
th nh gi, so snh v phn tch chng.
Khng phi cc s vt c o lng m ngi nghin cu o lng cc thuc tnh ca s vt,
hin tng. S vt c hiu theo ngha rng, c th l mt con ngi, mt nhn hiu, mt doanh
nghip, mt s kin... V d khi nghin cu v ngi ngi tiu dng, ngi nghin cu s o
lng mc thu nhp c nhn, tng lp x hi, trnh hc vn, chiu cao, cn nng, thi hay
bt k thuc tnh no khc ca h, hay o lng thi ca khch hng vi nhn hiu nc
mm Chinsu, ngi ta c th s dng nhng s 1, 2, 3, 4 v 5 biu th, trong (1) hon ton
khng thch, (2) khng thch, (3) khng quan tm, (4) thch, (5) rt thch.
i vi mt qu trnh o lng, hai vn cn thit phi m bo l (1) mi mt con s hoc k
t ch c gn vi mt thuc tnh ca s vt ang c o lng v (2) vic gn s hoc k t
ny phi nht qun i vi cc s vt c o lng.
ngha ca o lng
- o lng c xem l cng vic c bn ca nghin cu marketing: o lng nhng hin

tng marketing l c s cung cp cc tin tc c ngha gip cho vic ra quyt nh. Cc
quyt nh marketing u c a ra trn c s x l cc d liu c o lng. Chng
hn phn an th trng theo c im nhn khu, ngi lm marketing phi c cc d
liu o lng c im nhn khu ca th trng: tng s ngi; t l nam, n; t l theo tng
tui...
- Nh o lng m cc c tnh ca s vt c bin thnh dng m nh nghin cu c th phn

tch c, cc c tnh khc nhau gip ta phn bit cc s vt vi nhau. Nhng c tnh ca
mt c nhn v rt nhiu nhng hin tng khc u l nhng quan tm ca ngi nghin cu
marketing v cn c o lng, nh gi. Nhng thng tin v chng l cn thit cho cc
quyt nh Marketing. C nhng c tnh ca s vt l nh lng nh chiu cao, cn nng ca
mt ngi no , nhng c nhiu c tnh ch dng nh tnh nh mc nhn bit, thi
ca ngi tiu dng v mt nhn hiu hng ha chng hn. o lng nhng c tnh nh vy
l ht sc quan trng trong nghin cu Marketing. Cc c gng gn cc con s cho cc c
tnh s vt l ht sc quan trng v cc phn tch tnh ton v thng k ch c th thc hin
bng cc con s.
CC THANG IM O LNG
Trong nghin cu marketing, vic o lng c th c thc hin bng cch s dng nhng
thang o gip cho vic nh lng cc vn nghin cu. C bn loi thang o lng thng c s dng l thang o biu danh, thang o th t, thang o khong v thang o t l. Vic v
s dng thang o lng no s nh hng cho vic s dng cc cng cuc phn tch sau ny ca
ngi nghin cu, ng thi n cng gip cho vic trnh by cng c thu thp d liu (c th l
bn cu hi) c r rng hn.
Thang o biu danh (Nominal scale)
Thang o biu danh l thang o s dng cc con s hoc k t nh du phn loi i tng
hoc s dng nh k hiu phn bit v nhn dng i tng. Thang o biu danh ch biu hin
v mt ngha biu danh m hon ton khng biu hin v nh lng ca i tng . Khi mt
thang nh danh c s dng vi mc ch ch danh, n tn ti mt quan h tng ng mt 49

mt gia con s v i tng: mt i tng tng ng ch vi mt con s v mi con s ch gn

vi mi i tng.
Thang im biu danh dng ch danh cc vt, nhng con s s dng trong thang nh danh
ch c tnh quy c nh m s in thoi, s chng minh th... Chng c dng xc nh cc
s vt hoc cc thuc tnh ca s vt nghin cu. Thng thng, trong nghin cu marketing,
thang nh danh c s dng xc nh nhng ngi tr li v cc c im ca h nh gii
tnh, khu vc a l dn c, ngh nghip, tn gio, cc nhn hiu, cc thuc tnh ca sn phm,
cc ca hng v nhng s vt nghin cu khc.
V d 1:

V d 2:

Gii tnh ca ngi tr li

+ N

(0)

+ Nam

(1)

Tnh trng hn nhn ca bn l

+ c gia nh

(1)

+ Cha c gia nh

(2)

V d 3: Trong mt nghin cu lin quan n 5 ca hng qun o thi trang l Tho Trang, M
Uyn, Quc Huy, i An, Trung Qu... Nu vic o lng trong trng hp ny ch nhm xc
nh cc ca hng khc nhau m ngi tiu dng tng n mua hng th ngi ta s dng
nhng s khc nhau i vi mi ca hng ny, chng hn: (1) Tho Trang, (2) M Uyn, (3)
Quc Huy, (4) i An, (5) Trung Qu. Ngi nghin cu cng c th gn k t theo cch khc
cho nhng ca hng ny nh (A) Tho Trang, (B) M Uyn, (C) Quc Huy, (D) i An, (E)
Trung Qu v n hon ton khng c ngha g khc nhau gia cc h thng cc s o v k t
ny. Vic la chn con s hay k t ty thuc hon ton vo ngi thit k thang o, tuy nhin
cn phi chn cch no m bo thun li v d nh. Nhng con s trong thang im ny ch
biu th mt s vt no m thi nn khng th dng so snh hoc tnh ton g c. Trn
thc t, s 3 l ln hn s 1, nhng trong trng hp nu trn khng c ngha l ca hng Quc
Huy tt hn hoc ln hn ca hng Tho Trang.
Thang o th t (Ordinal scale)
Thang im ny cung cp thng tin v mi quan h th t gia cc s vt. Cp ca thang o
lng ny bao gm c thng tin v s biu danh v xp hng theo th t. N cho php xc nh
mt c tnh ca mt s vt ny c hn mt s vt khc hay khng, nhng khng cho php ch ra
mc s khc bit ny.
V d: Mt ngi nghin cu ang mun thm d s a thch ca khch hng v 5 ca hng m
h ang xem xt v d trn bng cch ngh ngi tr li xp hng a thch ca h i vi
cc ca hng theo th t a thch nht th ngi tr li s xp th 1, tip theo l th 2, 3, 4
v 5 cho tng ca hng.
Khi s dng thang o lng th t, ngi nghin cu ch din t c th t xp hng m khng
din t c khong cch gia cc th hng l bao nhiu. v d trn, nu mt ngi tr li xp
Quc Huy th nht, Tho Trang th hai, M Uyn th ba, Trung Qu th 4 v i An th 5, c
ngha l Quc Huy c a thch nht, Tho Trang c a thch th hai, M Uyn c a
thch th ba... nhng mc khong cch gia a thch nht v a thch th hai c th khc hn
khong cch gia a thch th hai v a thch th ba.
Cng nh thang nh danh, cc con s trong thang th t c gn mt cch quy c. Nhng v
cc hng mc t n c trt t nn h thng s phi c trt t. Ngi nghin cu c th bin i
50

mt thang th t m khng lm thay i tnh cht ca n. Khng nht thit phi gn cc s t 1

n 5 t c mt s sp xp v s a thch cho 5 ca hng ni trn, ngi nghin cu c th
gn cc con s 10, 25, 30, 45 v 50, v vic ny l hon ton hp l, tuy nhin, ngi nghin cu
cn phi ch l nu s vt hin tng no c gn bi s 10 th s c a thch nhiu hn so
vi c gn s 25, 30 nhng n khng c ngha l 25 s hn 10 l 15 n v v cng khng
c ngha l 25 gp 10 l 2,5 ln.
Ngi nghin cu cn ch v xem xt c tnh ny so snh vi loi thang o t l c
cp phn sau. Cng ging nh thang nh danh, cc php ton s hc thng dng nh: cng,
tr, nhn, chia khng th p dng trong thang im th t. Thng k mt bin thng dng cho
thang im biu danh l phn tch tn sut, phn trm, trung v trong khi thng k hai bin l
nhng phng php thng k da trn cc quan h th t.
Thang o th t c dng rt ph bin trong nghin cu marketing o lng thi , kin,
quan im, nhn thc v s thch.
Thang o khong (Interval scale):
Thang im th t cho php ngi nghin cu biu th s khc nhau nhng cha cho php ngi
nghin cu c th so snh s khc nhau . Thang im khong c tt c cc thng tin ca mt
thang th t v n cn cho php so snh s khc nhau gia cc th t . Cc con s biu th
nhng im c th trn thang o lng. S khc nhau gia 1 v 2 bng s khc nhau gia 3 v 4,
v d nhin s khc nhau gia 2 v 4 bng 2 ln s khc nhau gia 1 v 2.
Thang o nhit l mt v d thng c s dng minh ha cho loi thang im ny. R
rng nhit 300C m hn 200C v m hn 150C. D liu ny th hin mt trt t v ngi
nghin cu cng xc nh c khong chnh lch gia 300C v 200C l bao nhiu, 200C v 150C
l bao nhiu. Tuy nhin, ngi nghin cu khng th ni 300C m gp i 150C bi v nu ngi
nghin cu thay i thang o v din t bng thang o nhit Farenhit th con s tng ng vi
300C v 150C l 860F v 590F. R rng con s 860F v 590F khng biu th chng gp i nhau
na. im 0 trn thang C khng ging nh thang F, ni cch khc thang o ny khng c
im gc qui chiu.
D liu khong khng c im gc, v tr ca 0 (zero) l khng c nh. im zero v cc n v
o lng l ty tin. V th tt c cc php bin i tuyn tnh dng: y = a + bx gi nguyn cc
tnh cht ca thang o. y, x l gi tr gc ca thang o, y l gi tr c bin i, b l mt
hng s dng v a l mt hng s bt k. Hai thang khong cch xc nh cc gi tr ca A, B,
C v D l 1, 2, 3 v 4 hoc 22, 24, 26 v 28 l tng t nhau.
Thang o th hai l xut pht t thang o th nht bng cch s dng a= 20 v b = 2 trong hm
bin i. im 0 l khng c nh nn khng th tnh ton t l cc gi tr ca thang o. Trong v
d v nghin cu mc a thch 5 ca hng qun o thi trang ni trn, mc a thch ca
mt ngi c hi c biu th theo mt thang o khong cch 7 im. Ca hng M Uyn c
mt im s nh gi l 6, ca hng i An c im s l 2, nhng iu khng c ngha mc
a thch ca ngi ny i vi ca hng M Uyn gp 3 ln i An.
i vi cc d liu khong, ngi nghin cu c th lm cc php tnh cng tr, phn tch nhng
php thng k thng thng nh s trung bnh, lch chun, phng sai, c th c s dng.
Nhng v y l thang o khng c im gc qui chiu nn khng lm c php chia.
V d: Anh ch hy nh gi tm quan trng ca cc yu t ca mt tit mc qung co trn
truyn hnh bng cch cho im cho tng yu t:

51

Yu t

Rt quan
Kh
trng quan trng
1

Quan
trng

Kh khng
quan trng

Rt khng
quan trng
5

Thng tin v cng ty

Thng tin v SP
S ngn gn, d nh
m nhc
Hnh nh
Mc quan trng ca mi yu t trn nu c nh gi trong mi tng quan vi cc yu t
khc th rt c ngha. Chng hn: thng tin v sn phm tnh c gi tr trung bnh l 1,5
khng ni ln iu g nhng nu so snh vi yu t thng tin v cng ty tnh c l 3,5 th c
ngha l trong qung co ngi ta quan tm ch yu hn vo thng tin v sn phm so vi thng
tin v cng ty.
Thang o t l (Ratio scale):
Thang im t l c tt c cc c im ca thang nh danh, thang th t v thang khong cch
v ngoi ra n cn c im 0 (zero) c nh. Do vy, vi thang im ny ngi nghin cu c th
xc nh, xp hng th t, so snh cc khong cch hay nhng s khc bit v cho php tnh ton
t l gia cc gi tr ca thang o. Ngi nghin cu c th ni n cc khi nim gp i, mt
na.... trong thang o ny.
Trong nghin cu marketing, thang t l thng dng o lng chiu cao, trng lng, tui,
thu nhp ca cc c nhn, mc bn, doanh s ca doanh nghip hoc mc gi m ngi tiu dng
sn sng tr cho sn phm.
V d ngi nghin cu c th t cu hi bit trong tng s 100 im c nh, khch hng
ng chia bao nhiu im cho mi ca hng trong 5 ca hng nghin cu trn theo mc
a thch ca h. Mt tiu dng nh gi ca hng Quc Huy 60 im v ch 20 im ca
hng Thu Trang, nh vy ca hng Quc Huy c a thch gp 3 ln ca hng Thu Trang.
im zero l c nh, 0 im biu th rng ngi ny khng a thch t no ca hng .
Thang im t l l loi thang im c th p dng tt c cc phng php thng k. Tuy nhin,
trong thc t, khng phi ngi nghin cu no cng lun lun s dng loi thang im ny.
Nhng thun li ca vic lng ha ny c th c b sung bi cc d liu do 3 loi thang im
kia a li, do vy cn cn nhc la chn loi thang im thch hp v s dng chng.
PHN LOI K THUT THANG O
Rt nhiu hin tng marketing c o lng d dng. V d, nu quan tm n tnh hnh tiu
th mt sn phm no , ngi nghin cu c th d dng bit c iu qua vic o lng
s lng sn phm bn. Nhng khi mun nghin cu ng c v thi ca khch hng, vic o
lng l khng d dng cht no. Khch hng c hi c th khng sn sng mun ni mt s
thi thc ni tm ca h. Ngay c khi h mun ni th i lc cng cm thy kh khn trong vic
truyn t.
V th, mc tiu trc tin ca ngi nghin cu l cng tc gii ta ng vc v nhng ro cn
v pha ngi c hi h sn sng tr li. C th cho h bit ngi nghin cu cn ci g, ti
sao li cn n, nh th ngi c hi s tr li m t e ngi hn. Tip theo, ngi nghin cu
52

phi oan chc rng phng php nghin cu ca mnh l thch hp v ngi c hi c th tr
li d dng nhm trnh sai st trong vic o lng. Vic trin khai loi thang im nh gi trong
o lng thch hp s gip ngi nghin cu vt qua cc ro cn .
Khi lp cc thang im s dng trong nghin cu marketing, ngi ta thng phn bit k
thut thang o so snh v thang o khng so snh.
K thut thang o so snh
K thut thang o so snh lin quan n s so snh trc tip cc i tng. Chng hn, ngi
nghin cu c th ngh nhng ngi tham gia tr li l h thch Coca-Cola hay Pepsi-Cola
hn. Nhng d liu ca thang so snh phi c din gii v nhng quan h v c tnh th t
ca n, v vy, ngi ta ni l nhng thang o khng thuc h mt (thang o thuc h mt
gm thang o khong cch v t l). K thut thang o so snh bao gm thang im so snh cp,
thang im th t xp hng, thang im c tng s khng i, thang im Q- sort.
Thang im so snh tng cp
Khi quyt nh p dng mt thang im so snh cp, ngi nghin cu t ngi tr li trc hai
s vt v mi h la chn mt theo mt c tnh no . Nhng d liu thu thp c mang bn
cht th t. Mt ngi tiu dng h c th cho rng tht hp Visan l ngon hn tht hp H Long,
cafe ho tan ca Net Cafe m hn ca ViNa Cafe.
Gi n l s i tng c a ra so snh th s cp so snh (so snh tng cp) phi c thit
lp s l [n(n-1)/2].
V d: Xc nh s thch ca bn i vi 5 loi du gi u bng thang so snh cp, i vi mi
cp ngh ch ra nhn hiu c a thch hn. Vi (1) l nhn hiu biu th ct c a thch
hn v (0) l nhn hiu biu th dng c t a thch hn.
A
B
C
D
E

A
//
1
1
0
1

B
0
//
1
0
1

C
0
0
//
0
0

D
1
1
1
//
1

E
0
0
1
0
//

V d trn biu th cc d liu so snh cp c s dng nh gi s thch ca mt ngi i

vi cc loi du gi u. Nh ngi nghin cu c th nhn thy, ngi tr li c 10 so snh
c lm nh gi 5 nhn hiu.
Da vo tn s xut hin mt i tng no trong s la chn ca ngi tr li, ngi nghin
cu s bit c tm quan trng ca n. Cc d liu so snh cp c th c phn tch theo nhiu
cch. Ngi nghin cu c th tnh t l phn trm ngi tr li thch mt nhn hiu no hn
nhng nhn hiu khc bng cch thc hin php cng cc ma trn nh trn i vi tt c nhng
ngi tr li (bng trn biu th ma trn ca mt ngi tr li), sau chia tng s t c cho
s ngi tr li v nhn vi 100. nh gi tng t nh vy cho tt c cc nhn hiu khc. Da
vo tnh cht bc cu, c th chuyn d liu so snh cp sang d liu xp hng th t. Tnh cht
bc cu ca s thch ch ra rng nu nhn hiu A c a thch hn nhn hiu B v nhn hiu B
c a thch hn nhn hiu C th nhn hiu A c a thch hn nhn hiu C. t c mt
s xp hng th t, ngi nghin cu xc nh s ln m mi nhn hiu c a thch hn bng
cch cng theo hng, ct xc nh s ln mt nhn hiu no c a thch hn nhng nhn
hiu khc. Vi kt qu trn, th t gim dn v s thch ca ngi ny c xc nh nh sau:
D, A, B, E, C.
53

Mt phng thc m rng ca thang im so snh tng cp l kt hp vi nh gi mc quan

trng. Nh vy, trong cng mt cu hi, ngi nghin cu c th va nh gi yu t quan trng,
va nh gi nhn thc ca khch hng i vi cc yu t .
V d: Khi nghin cu sn phm xe my, ngi ta s dng thang im nh gi sau:
Yu t quan trng hn
hay
bn
Gi
Gi
hay
Kiu dng
hay
Mu sc
Gi
hay
Mu sc
bn
Kiu dng
Hay
Mu sc

t
t
t
t
t

Cng ca s a thch
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5

Nhiu
Nhiu
Nhiu
Nhiu
Nhiu

Thng qua v d, ngi nghin cu c th nhn thy rng, i vi khch hng khi mua xe my th
ngi ta cho rng yu t gi l quan trng hn bn, cng ca s a thch l kh nhiu.
Thang im so snh cp ch thch hp khi s lng cc i tng a vo so snh l hn ch (t),
v cc so snh l trc tip v la chn r rng. Khi s lng nhn hiu nhiu, s lng cp so
snh gia tng s rt kh khn ngi tr li c th thc hin vic so snh tng cp.
Nhc im ca k thut so snh tng cp l gi thit v "cch so snh bc cu" c th lm sai
lch kt qu so snh. Ngoi ra, k thut ny t nhiu cng chu s tc ng ca tnh hnh th
trng. Do vy, nh nghin cu cn a ra nhiu phng n khc nhau chn la v ngi c phng vn c th thch "ci ny" hn tt c nhng "ci khc" c by sn nhng khng
phi l thch tuyt i.
Thang im xp hng theo th t
Thang im xp hng th t l k thut th hai c s dng ph bin sau k thut so snh cp.
Khi s dng k thut xp hng th t, ngi nghin cu gii thiu vi ngi tr li nhiu i
tng ng thi v ngh h sp xp chng theo mt c im no . V d, sp xp cc nhn
hiu kem nh rng theo mc a thch chung. Thng thng ngi ta ngh ngi tr li
gn 1 vo nhn hiu a thch nht, 2 i vi nhn hiu a thch th hai v tip tc cho n n theo
mt th t gim dn v s thch. Cng nh so snh cp, cch tip cn ny cng mang bn cht so
snh.
V d: S dng thang im xp hng th t trong mt nghin cu nh gi v cht lng vitamin
ca ngi tiu dng:
Hy xp hng theo th t t 1 i vi nhn hiu Vitamin bn nh gi l tt nht v 10 i vi
nhn hiu nh gi l km nht vi cc loi kem c lit k di y:
- Berocca
- Laroscorbine
- OPC
- Plenyl
- Plussz Junior
- Plussz Vitamin C
- Plussz Multivitamin
- Supradyne
- Supra Vit
- UPSA C

--------------------------------------------------------------------------------------------------------------------------------------------54

Thang im xp hng th t c s dng rng ri trong nghin cu Marketing v n buc ngi

tr li phn bit cc i tng nghin cu. Hn na so vi thang im so snh cp, n d dng
thit lp hn, tn t thi gian hn v vi n i tng nghin cu, ngi tr li ch cn nhc (n-1)
quyt nh trong khi nu s dng thang im xp cp th phi cn ti [n(n-1)/2] quyt nh. Tuy
nhin, s dng thang im ny c mt s nhc im:
- K thut ny ch p dng i vi cc d liu c th xp th t.
- Do khng th lit k c y tt c cc trng hp nn d liu thu thp khng chnh xc.
- Nhn mnh vo yu cu xp th t nn c th nh hng n cc cu tr li, thng th mc

u v mc cui c quan tm nhiu hn.

- Trong trng hp vic xp hng cc mc nm ngoi thch ca ngi c hi th nhng cu

tr li s khng c ngha.
- Loi thang im ny khng gip tr li c ti sao cc mc c xp loi theo cch .

Thang im c tng s khng i

Khi mt thang im c tng s khng i c s dng, ty theo mc tiu v i tng nghin
cu m ngi thit k la chn im tng cng c nh trc (c nh) ph hp cho mt s
tiu ch no ca i tng. ng thi ngi c hi c yu cu chia s im c nh
thnh im, ng, %... biu th s quan trng tng i ca mi c im trong s tt c cc
c im khc c c lit k nghin cu sao cho tng s im ca cc c im bng im
c nh la chn.
V d: Di y l 7 c im ca qun o th thao chi tenis khi bn chn mua. Hy chia
100% theo s nh gi ca bn v tm quan trng cho mi c im. Nu c im no cng
quan trng i vi bn th im s c nh gi cng cao. Nu c im no han tan
khng quan trng, bn c th khng chia im cho n. Khi bn kt thc, hy kim tra li mt
ln na chc chn tng s bn nh gi l 100%
- Tin li khi mc

_____ %

- Bn

_____ %

- Nhn hiu ni ting

_____ %

- Kiu dng

_____ %

- Gi c hp l

_____ %

- Hp thi trang

_____ %

Cng

100 %

u im c bn ca thang im s khng i l cho php phn bit chnh xc v nhanh gia cc

i tng nh gi. Tuy nhin c mt s nhc im cn lu khi s dng loi thang im ny:
- S khon mc c nu c th khng th hin y ht cc ni dung. Chng hn v d

trn, c th c nhng c tnh khc li c nh gi quan trng nhng ngi nghin cu

khng lit k vo.
- Ngi tr li c th chia nhiu hn hoc t hn tng s im c nh trc, chng hn, cng im

cc khon mc li c th l 108 hoc 98 thay v 100 im nh qui nh trc. Trong trng hp

ny ngi nghin cu phi iu chnh li nhng d liu ny hoc khng tnh chng.
55

- S khon mc qu nhiu lm ln ln v chn nn cho vic tnh tan chia im i vi ngi

c hi. Phn ln cc nh nghin cu cho rng 10 khon mc l gii hn ti a i vi loi

thang im ny.
K thut Q-Sort
K thut Q-sort l k thut thang o so snh c s dng sp xp cc i tng theo mt th
t tng dn hoc gim dn v cng o lng thi ca ngi iu tra v mt i tng
no y. m bo tin cy khi o lng th s lng ngi tham gia tr li trong trng hp
ny nn ln hn 60 v nh hn 140, khong cch hp l l t 60 n 90 ngi (t tiu chun
mu ln c th suy rng).
V d: Cng ty ng Tm mun la chn mt slogan t 80 slogan m doanh nghip thu c t
gi ca cc chuyn gia, cc thc tin hnh cho tng i tng c hi nh sau:
B1: Dng thang im 5 (vi 5 = rt hay, 4 = hay, 3 = khng kin, 2 = khng hay, 1 = rt khng
hay), chn 10 slogan m bn cho l rt hay.
B2. T 70 slogan cn li (80-10), chn 10 slogan m bn cho l hay
B3. T 60 slogan cn li, chn 15 slogan m bn cho l khng hay
B4. T 45 slogan cn li, chn 15 m bn cho l rt khng hay
B5. S slogan cn li (30) l s slogan m bn khng c kin.
K thut thang o khng so snh
Trong k thut thang o khng so snh, mi i tng c o lng mt cch c lp (theo mt
tiu chun no ) khng phi so snh vi mt i tng khc khi tin hnh nh gi. K thut
thang o khng so snh bao gm thang o t l lin tc v thang o t l phn loi.
Thang im t l lin tc (thang o khong mc)
Cch tip cn ny yu cu ngi tr li nh du v tr ph hp trn mt hng (hoc ct) th
hin cc im c xp theo mt th t no trn thang gi tr, nhng im ny l cc d liu
khong. Dng thang im ny i hi ngi c phng vn cho bit thi ca h tng ng
vi khong mc nh gi m h la chn.
V d: Bn tha mn ti mc no khi theo hc ngnh Qun tr kinh doanh
Rt tha mn
Kh tha mn
Khng quan tm
Khng tha mn
Rt kh chu

- S lng mc la chn:

S mc la chn c thit k trong thang im ny ty thuc vo mc tiu nghin cu v

phn tch. n gin nht l ch hai mc i nhau (ng v khng ng ). Loi ny rt
kh cho vic phn tch v khng biu th c mc ng hoc khng ng , nhng s rt
tin li nu bng cu hi iu tra qu di, hoc trnh hc vn ca ngi c hi c gii
hn.
Nu s dng nhiu khon mc s cho php ngi c hi c nhiu s la chn rng ri v c
th phn tch mc khc bit trong s tr li hn l ch c hai khon mc. Tuy nhin nu
56

nhiu mc qu li sinh rc ri cho vic la chn. Cc nh nghin cu c kinh nghim cho rng
cu hi c 5 hoc 6 mc tr li l ph hp hn c.
- S mc tr li:

Mt vn c t ra l mt cu hi nn hay khng nn c nhng mc tr li thun li v bt

thun li ngang nhau? kin ny c nu ln nhm mc ch trnh vic t nng s tr li
nghing v mt pha ny hay pha kia. V d:
ngh bn cho bit nh gi ca mnh v phng php ging dy ca Gio s A
Tuyt

Rt tt

Tt

Kh

Trung bnh

Nu ngi c hi khng thch hoc cho rng phng php ging dy ca ng A l ti th h

khng bit phi tr li th no trn thang im nh gi ny.
- S cc mc tr li l chn hay l:

Ty thuc vo mc tiu nghin cu, ngi nghin cu c th quyt nh s mc tr li l chn

hay l. Nu s mc tr li l th ngi tr li d tin ti thi trung dung bng cch la chn
mc tr li gia thang im. V nu s mc tr li chn th ngi c hi bt buc phi
biu l thi ca mnh, t nht cng l mc no . Trong thc t, qua cc kt qu th
nghim ngi ta nhn thy khng c s sai bit ng k nu dng s mc tr li chn hoc l.
Thang im tng hnh (thang o nh gi qua hnh v)
Thang im nh gi qua hnh v hay tng hnh i hi ngi c phng vn ch ra v tr nh
gi thch hp ca ngi trn gii ng thng, hoc gii hnh v chy t tri sang phi. C 2
loi thang im tng hnh:
- Thang im tng hnh loi (I)

V d: ngh bn nh gi mi c tnh sau theo mc tha mn ca bn trong cung cch

phc v ca th vin. nh du (X) ti v tr la chn trn ng thng phn nh nhn xt
ca bn:
Rt tha mn

Hon ton khng tha mn

Cch khc, ngi nghin cu phi chia khong cch gia hai cc ra thnh nhiu on v ch
nh s cho mi on . im s ghi kt qu nh gi ca ngi tr li theo thang im ny
ni chung c x l nh cc d liu khong.
u im ca thang im nh gi bng hnh v l d thit lp. Tuy nhin vic nh du cc
im l khng tin li v t thc hin tt. Vic s dng thang o lng ny l khng ph bin
lm trong nghin cu marketing.
i khi ngi nghin cu ch nh s trc cho ngi c hi tham kho v bit c
nhng sai bit gia cc v tr ca (X) nh sau:

57

10

Rt khng tha mn

Rt tha mn

- Thang im tng hnh loi (II)

S dng cc hnh v hoc cc thang nhit k ni ln thch hay khng thch hoc ght mt
sn phm no .
1

10

Rt ti

Rt tt

Rt tt

Rt ti

Thang im Likert
Thang im Likert l mt dng thang nh gi c s dng kh ph bin trong nghin cu
marketing. Theo thang o ny, nhng ngi tr li phi biu th mt mc ng hoc khng
ng vi cc ngh c trnh by theo mt dy cc khon mc lin quan.
V d: Sau y l mt mu thang im Likert c dng nghin cu s nh gi ca khch
hng v hot ng ca mt ca hng:
Hon ton
ng
Nhiu loi mt hng
Nhn hiu mi mt hng t
Cht lng cao

1
1
1

Ni
chung l
ng
2
2
2

Khng c
kin

Khng
ng

3
3
3

4
4
4

Hon ton
khng ng

5
5
5

Mt thang im Likert thng gm 2 phn, phn khong mc v phn nh gi. Phn khong
mc lin quan n kin, thi v cc c tnh mt sn phm, mt s kin cn nh gi. Phn
nh gi l mt danh sch c tnh tr li. Thng thng, cc khong mc nh gi c thit k
5 n 9 hng tr li, i t hon ton ng n hon ton khng ng .
Thang im c ng ngha i lp nhau
Thang im c ng ngha i lp nhau l mt thang im th hin thnh hai cc v hai cc ca
n s dng cc t ng c ngha i lp nhau. Ngi tr li nh gi i tng trn mt s cc
pht biu bng thang o m hai cc c xc nh bng cp tnh t hoc cu, hai cc tri ngha
nhau nh l lnh v nng. Tnh t hoc thnh ng ph nh khi th bn tri, khi th bn
58

phi. iu ny l nhm mc ch trnh tnh hung ngi tr li ch nh du vo mt bn m

khng c y cc pht biu.
V du: Hy cho bit suy ngh ca anh (ch) v nh hng A bng cch khoanh trn s tng ng
vi s la chn ca anh (chi)
Bn
R
Phc v nhanh chng
Ngon

1
1
1
1

2
2
2
2

3
3
3
3

4
4
4
4

5
5
5
5

6
6
6
6

7
7
7
7

Sch s
t
Phc v chm
D

v d trn, cc trng thi c ngha tt khng hon ton pha bn tri hoc bn phi nn trnh
cho ngi c hi khng b hiu ng la v khng ch ch n mt pha.
Cc im s ca cc pht biu i vi mt thang o lng c ng ngha i lp nhau c th l t -3
n +3 hoc t 1 n 7. Ngi ta c th hi mt ngi nh gi hai hoc hn hai i tng s
dng cng thang o ny. D liu t c t thang im ny c phn tch bng cch tnh cc gi
tr trung bnh im s ca tt c nhng ngi c hi i vi mi yu t nh gi cho mi i
tng v dng th nh dng biu th nhm so snh nhn thc hoc thi ca h i vi
tng yu t nh gi ring bit ca hai hay nhiu i tng nghin cu ny.
Mt khc khi ngi nghin cu mun xc nh mt s a thch tng th, im s c xc nh
bng cch cng tt c im s nh gi cc yu t ring r (ch cc cc tri nhau th khi
nhp liu phi m ha li (recode) cho thun chiu).
Thang o ny thng hay c s dng trong nghin cu marketing, c bit c dng so
snh cc nhn hiu, cc sn phm hoc hnh nh ca cc doanh nghip, t pht trin chin
lc qung co v khuyn mi hoc nghin cu pht trin sn phm mi.
Thang im Stapel
Theo thang im ny, Stapel ch s dng mt tnh t cho mi hng mc a ra nh gi v s
nh gi c din t bng mt dy s t dng (+) n m (-).
V d: Thang im Stapel dng nghin cu nhn thc ca khch hng i vi nh hng A nh
sau. Hy cho bit suy ngh ca anh (ch) v nh hng A bng cch nh du vo v tr tng ng
vi s la chn ca anh (chi)
R
Phc v nhanh chng
Ngon

-3

-2

-1

+1

+2

+3

Nh vy thang im Stapel l mt s bin tng ca thang im c ngha i nghch. Mt tnh

t duy nht c s dng, nhiu khi n c t gia thang im. Thng thng n c thit k
nh thang im 10 sp xp t + 5 n -5. Nh vy trong thang im cc con s v du o lng
c hng v cng ca thi v d liu t c t thang im Stapel cng c phn tch
nh d liu trong thang im c ngha i lp nhau.
u im ca thang im ny l cho php nh nghin cu trnh c kh khn phi tm nhng
cp tnh t i lp nhau.
Trn y l nhng loi thang im nh gi c bn c s dng o lng mt ny hay mt
kia ca thi . V mi loi u c nhng u v nhc im. Do , iu quan trng l ngi
nghin cu phi la chn loi thang im no thch hp nht, c kh nng p ng tt nht
59

nhng nhu cu thu thp d liu vi ph tn thp, phng php truyn t d dng v ngi c
hi d tr li.
NHNG KH KHN CA VIC O LNG V BIN PHP KHC PHC
Nhng kh khn, tr ngi ca vic o lng
Vic o lng cc c tnh ca ngi tiu dng l mt dng ca truyn thng (communication),
thng c thc hin qua vic t cu hi thu thp d liu. V th, cc kh khn ca o
lng ty thuc vo ngi c hi v cng c hi (cc cu hi).
- Nhng sai lch lin quan n ngi c hi c th ri vo mt trong bn trng hp:

Ngi c hi c th khng hiu cu hi

Ngi c hi c th hiu cu hi, mun nhng li qun mt nhng thng tin cn thit.
Ngi c hi c th hiu r cu hi, c y thng tin nhng khng mun tr li.
Ngi c hi c th hiu cu hi, mun tr li nhng khng th tr li c do kh nng
din t km hoc thiu hiu bit v nhng vn c hi (hi sai i tng).
- Nhng sai lch lin quan n cng c iu tra, tc l do vic t cu hi:

Cu hi di v n iu.
S dng cc thut ng kh hiu, khng chnh xc hoc cc ch dn khng r rng.
Hnh vn khng tt, t ng kh hiu.
Khong trng vit cu tr li khng nn khng din t ht (i vi cu hi m).
t cu hi c nh kin hay thnh kin.
Cc cch thc xp t cu hi thiu mch lc, ri rc, kh theo di.
t cu hi i hi nhiu v tr nh.
Cu hi i vo nhng vn ring t kh tit l.
Cc bin php hn ch kh khn trong o lng:
- Nn tit kim s ch hay ni dung cu to trong bng cu hi. Cn trnh cc cu hi ngoi

phm vi khng cn thit v gii hn cc ni dung trong bng cu hi.

- Trin khai mt lng tng i ln nhng khi nim v thut ng cho mi ni dung cu to

trong bng cu hi truyn t khi cn.

- Cn quan tm n nhng khc bit ca cc i tng c hi v vn ha, ngn ng v cch

thc din t ca h.
- Cp nht ha cc k thut t cu hi v tr li.
- Ngi nghin cu cng cn tin lng xem phn ng v thi ca ngi tr li c khc bit

khng khi h bit c mc ch nghin cu, hoc bit c c quan bo tr cng trnh nghin
cu.
- Th nghim trc nhng cu hi v cc iu ch dn cch tr li trc khi tin hnh cng tc

phng vn thc s.

60

NH GI THANG O LNG
Trong thang o, vic nh gi v tnh chnh xc v kh nng ng dng ca n l rt cn thit. Gi
tr o lng l mt con s phn nh c im ca mt i tng cn phi o. Tuy nhin, trong
qu trnh o lng lun lun tn ti hai sai s l sai s h thng v sai s ngu nhin. Sai s h
thng l sai s c nh, n s ging nhau cho mi ln nh gi. Chng hn nh sai s gy ra bi
cc nhn t thuc v c ch. Ngc li, sai s ngu nhin s lm thay i cc im s nh gi
trong mi ln nh gi, v d nh cc nhn t thuc v c nhn v tnh trng mi trng nghin
cu. Phn bit s khc nhau gia sai s h thng v sai s ngu nhin l rt quan trng v qua
ngi nghin cu c th hiu c tin cy v hiu qu nh gi.
Nu ngi nghin cu gi : GT l s o ca quan st
GT0 l im nh gi thc t ca mi c im
Sht l sai s h thng
Snn l sai s ngu nhin
Khi

GT = GT0 + Sht + Snn

tin cy
Mt thang o lng cung cp nhng kt qu nht qun qua nhng ln o khc nhau c coi l
c tin cy. Nhng thang o lng, nhng thit b dng c o lng c tin cy cung cp
nhng o lng n nh nhng thi im khc nhau vi nhng iu kin tng ng. Vn
c bn i vi tin cy l nu ngi nghin cu o lng mt hin tng lp i lp li vi
cng mt dng c o lng, ngi nghin cu c c kt qu tng t hay khng?. Nu cu
tr li l tng t th thang o lng l c tin cy. tin cy lin quan vi mc lin kt
nhng kt qu ca mt thang o khi ngi ta lp li cc ln o lng. V th, o lng m bo
tin cy l cch loi tr sai s ngu nhin v cung cp c d liu tin cy, v nhng thng tin
t cc d liu c m bo tin cy mi c th lm cn c cho vic ra quyt nh c.
Trong nghin cu Marketing, c cch cc cch nh gi tin cy ca mt o lng:
- o lng lp li ( Test - retest)

S dng cng mt cch thc o lng kt qu hai thi im khc nhau vi nhng iu kin
nh nhau xem xt kt qu c tng t nhau hay khng. Khong cch thi gian gia hai ln
o l t hai n bn tun. V d: o lng hnh nh ca mt nhn hiu ngi ta dng cng
mt bn cu hi c thit k phng vn mt nhm khch hng. Sau 4 tun, cng vi nhm
khch hng , ngi ta s dng bn cu hi c phng vn li. Sau tin hnh xem xt kt
qu gia hai ln phng vn c tng ng hay khng.
Mc ng nht gia hai ln o lng c xc nh bng cch tnh h s tng quan. H s
tng quan cng cao, tin cy cng ln.
Tuy nhin theo cch ny gp phi mt s vn :
o lng ln u c th lm hng c tnh o lng. Chng hn, nu hi quan im ca mt
s ngi i vi sa t bo, ngi tham gia c th nhn thc c thm v sc kho ca h
v pht trin mt thi tch cc hn i vi loi sa ny.
C th nhn thy rng rt kh thc hin c o lng lp li.
o lng ln th nht s nh hng n tr li ca ln th hai hoc nhng ln tip sau.
Chng hn, ngi tr li c th c gng nh nhng cu tr li h tr li ln trc.
61

 c tnh o lng c th thay i gia nhng ln o lng. Cc yu t mi trng cng nh

bn thn c nhn thay i c th l nguyn nhn lm cho o lng ln sau thay i.
Nhng hn ch ca vic s dng test- retest c th trnh c bng cch dng dng c o
lng tng ng.
- S dng dng c o lng tng ng

L cch o lng cng mt s vt bng nhng dng c o lng tng t xem xt kt qu

c ging nhau khng. Vi phng php ny, ngi ta thit lp hai dng thang o tng ng
nhau. Cng mt nhm ngi c hi hai thi im khc nhau, vi khong cch t hai n
bn tun, vi mi dng thang o mi ln khc nhau l khc nhau. Sau ly kt qu t c
t hai ln o lng vi hai dng thang o tng ng nh gi tin cy.
V d, ngi nghin cu ang quan tm n vic xc nh 2 kiu sng: ni tm v hng
ngoi. Hai bn cu hi c thit lp cha ng cc yu t nh gi hnh vi ca nhng
ngi hng ni v hng ngoi. Mc d cc cu hi s dng xc nh li sng l khc
nhau mi bn cu hi nhng s lng cc cu hi c s dng o lng mi kiu sng
l nn tng ng nhau. tin cy c xc nh bng cch o lng tng quan im s
ca 2 cng c.
Theo cch thc ny c hai vn ny sinh:
Rt kh v c l l khng th to ra c mt cng c th hai hon ton tng ng.
Nu thc hin c th qu tn km c v mt thi gian v tin bc.
V nguyn l th cch ny v cch trn l tng t nhau nh nhau. S khc nhau ch yu l
chnh cng c o lng. Test - retest s dng cng mt cng c cn dng cng c tng
ng s dng dng khc nhng c ng nht cao.
Gi tr
c tnh th hai ca mt cng c o lng tt l gi tr ca o lng. Theo Hughes: Mt cng
c o lng c coi l c gi tr khi n o lng ng nhng g ngi nghin cu cn o. V
d: mt thy gio mun lng kin thc nghin cu Marketing ca sinh vin a ra mt
bi tan phi p dng mt s cng thc i vi vn n gin. Mt sinh vin t c kt
qu im s thp ca bi test v qu quyt vi thy gio rng c ta thc s hiu v nghin cu
Marketing. Theo quan im ca c ta th bi test ny khng c gi tr o lng trong trng hp
ny. Thay v o lng kin thc nghin cu Marketing th n li o lng kh nng nh cng
thc v kh nng s dng tan tm ra gii php.
Khi mt thang o c gi tr hon ho th khng c khc bit gia im s o lng v im s
thc t hay khng c bt k mt sai s no ca o lng ( GT0 = GT, Sht = 0, Snn = 0).
Mt thang im hay mt cng c o lng trong nghin cu marketing v c bn l v dng i
vi nh nghin cu nu n thiu gi tr bi v n khng o lng ci cn o. Hay ni cch khc,
nhng o lng trong nghin cu marketing phi c gi tr, nu khng th s khng khoa hc v
thng tin khng c ngha hoc c th l tai hi cho vn ra quyt nh. Mt v d thc t l
khi Coca - cola a ra sn phm mi thay th cho sn phm truyn thng, hng thc hin mt
cuc nghin cu v phng vn 5000 ngi v qua nghin cu kt qu cho thy rng sn phm
mi c a thch hn sn phm truyn thng. Nhng tht khng may, cng c o lng ca n
khng c gi tr, kt qu o lng khng ng vi kt qu thc t v dn n mt s tht bi
thm hi nht trong lch s ca hng v cui cng hng li quay v sn phm truyn thng.
62

Tuy nhin cng kh xc nh vic o lng l c gi tr hay khng. m bo gi tr ca o

lng, cn phi xc nh ng cc c tnh cn o v tng ng l la chn cc cp o lng
cho thch hp.
Gia tin cy v gi tr ca thang o lng c mi quan h cht ch vi nhau. Mt thang o
lng trc ht phi m bo tin cy ( loi tr sai s ngu nhin) th mi c gi tr, khng c
tin cy hm khng c gi tr. Tuy nhin m bo tin cy ( khng c sai s ngu nhin)
cha hn c gi tr nu tn ti sai s h thng.
Tnh a dng:
L tnh cht ca kt qu o lng c th c em ra s dng cho nhiu mc ch nh cng
gii thch, h tr cho tiu chun gi tr ca kt qu v suy an nhng ngha t nhng kt qu
o lng thu thp c.
Tnh d tr li:
y l tiu chun cn quan tm khi phng vn vn nhng ngi s cung cp d liu. nu ngi
c hi t chi v kh tr li hoc a ra nhng nhn nh sai lch v nhng thng tin cn thit
h do cch t cu hi khng ph hp, th cng vic nghin cu s ht sc kh khn; nhng
nu cu hi qu d th ngi ta coi thng. v th, cn lu tiu chun ny khi mun o lng
cc yu t lin quan n ngi tiu dng bng cch phng vn qua cc bng cu hi.
TM TT
o lng l qu trnh gn nhng con s hoc cc biu tng i vi nhng c tnh ca cc s vt
nghin cu theo cc nguyn tc c xc nh c th nh gi, so snh v phn tch chng.
C bn loi thang o thng c bn l thang o biu danh, thang o th t, thang o khong v
thang o t l. Trong thang o biu danh l thang o c cp o lng n gin nht v ngi
ta ch s dng cc s xc nh v sp xp cc i tng. Trong thang th t, cc con s biu th
v tr tng i gia cc i tng nhng khng cho bit khong khc bit gia chng. Thang o
khong cch cho php so snh nhng khc bit gia cc i tng. Tuy nhin n khng c mt
im gc zero xc nh nn khng th tnh ton cc t l gia cc gi tr trong thang o ny. Cp
cao nht ca o lng c th hin bng thang o t l, trong im zero l c nh. Thang
o t l c tt c cc tnh cht ca cc thang o biu danh, thang o th t, thang o khong v
ngoi ra ngi nghin cu cn c th tnh ton t l cc gi tr o lng.
Khi vn dng 4 thang o c bn vo nghin cu marketing, ngi ta phn bit k thut thang o
so snh v k thut thang o khng so snh. K thut thang o so snh lin quan n s so snh
trc tip cc i tng. K thut thang o so snh bao gm thang im so snh cp, thang im
th t xp hng, thang im c tng s khng i, thang im Q- sort. D liu t c bng cc
th tc thang o ny ch c cc tnh cht th t. Trong k thut thang o khng so snh, mi i
tng c o lng mt cch c lp theo mt tiu chun no m khng so snh vi mt i
tng khc khi tin hnh nh gi. K thut thang o khng so snh bao gm thang o t l lin
tc v thang o t l phn loi. Trong thang o phc tp bao gm thang Likert, thang c ng
ngha i lp nhau v thang im Stapel.
Vic o lng trong thu thp d liu c th gp mt s kh khn lin quan n ngi c hi v
cng c hi (cc cu hi). V th cn phi c cc bin php hn ch nhng kh khn ny.

63

Khi xy dng cc thang o lng cn phi nh gi m bo cht lng ca o lng. nh

gi mt thang o lng da trn c s 4 tiu chun c bn: tin cy, gi tr, tnh a dng, tnh
d tr li. Trong qu trnh o lng lun lun tn ti hai sai s l sai s h thng v sai s ngu
nhin. Vic gim thiu sai s lin quan n thang o lng. Mt thang o lng cung cp nhng
kt qu nht qun qua nhng ln o khc nhau c coi l c tin cy. o lng m bo
tin cy l cch loi tr sai s ngu nhin v cung cp c d liu tin cy. Trong nghin cu
Marketing, ngi ta c 3 cch nh gi tin cy ca mt o lng l: o lng lp li (Test
- retest), s dng dng c o lng tng ng v o lng lin kt bn trong. Tuy nhin, mt
cng c o lng tt l phi c gi tr. Khi mt thang o c gi tr hon ho th khng c khc
bit gia im s o lng v im s thc t hay khng c bt k mt sai s no ca o lng.
Gia tin cy v gi tr ca thang o lng c mi quan h cht ch vi nhau. Mt thang o
lng trc ht phi m bo tin cy ( loi tr sai s ngu nhin) th mi c gi tr, khng c
tin cy hm khng c gi tr. Tuy nhin m bo tin cy cha hn c gi tr nu tn ti
sai s h thng.
Vic la chn mt k thut thang o c th trong mt tnh hung nht nh phi da trn cc cn
nhc l thuyt v thc tin. Nguyn tc chung l, k thut thang o lng c s dng phi l
k thut m n s a ra cp thng tin cao nht c th.
CU HI N TP
1. o lng l g ? Nhng thang o lng c bn?
2. im khc nhau gia k thut thang o so snh v k thut thang o khng so snh
3. Th no l thang im so snh cp?
4. Hy a ra mt thang im c tng s khng i o lng s a thch ca ngi tiu dng
i vi cc c im nh gi cht lng xe my ca hng Honda?
5. M t k thut Q-sort.
6. Th no l thang im c ng ngha i lp nhau? Cho v d?
7. M t thang im Likert. Trnh by mt thang im loi ny o lng thi ca sinh
vin i vi vic tm kim thng tin trn Internet.
8. Cho bit s khc nhau gia thang im c ng ngha i lp nhau v thang im Stapel?
9. Xy dng mt thang im Likert, thang im c ng ngha i lp nhau v thang im Stapel
nh gi s a thch i vi mt ca hng kinh doanh bng a.
10. Lm th no nh gi tin cy, gi tr ca mt thang o lng?

64

CHNG NM

THIT K CNG C THU THP D LIU

NI DUNG CHNH

Ni dung chnh ca chng ny bao gm:

-

Vai tr ca bn cu hi trong iu tra marketing

Nhng c tnh th hin mt bng cu hi tt

Cch thc thit k mt bn cu hi

Thit k biu mu quan st

68

THIT K CNG C THU THP D LIU: BN CU HI

Nhng nghin cu, phn tch v o lng v lp thang im nh gi chng trc l c s
thit k nhng cng c nhm thu thp v ghi chp d liu. Trong c hai trng hp thu thp
d liu bng quan st v phng vn, vic s dng cc biu mu ghi chp l rt cn thit, cc
biu mu ny chnh l cc bn cu hi. Bn cu hi c s dng trong quan st thng n
gin hn, trong phn ny, chng ti s trnh by cc ni dung nhm trin khai mt bn cu hi
phng vn.
Bn cu hi
Bn cu hi l mt trong nhng k thut thu thp d liu, n bao hm mt tp hp cc cu
hi v cu tr li theo mt logic nht nh. Do vy, bn cu hi l mt tin trnh c chnh
thc ha nhm thu thp, ghi chp li nhng thng tin xc ng v c ch nh r vi s
chnh xc v hon ho tng i.
Tin trnh ny c th bao gm vic (1) kho st thc a cho vic la chn, tip cn v phng
vn ngi tr li, (2) ngi phng vn c th kt hp nhng phng tin khc nh tranh nh,
sn phm, catologue v mu hng qung co gii thiu cng ngi tr li cng nh (3) s
dng qu tng hay th lao khuyn khch ngi tr li tr li. Do vy, ni dung ca bn cu
hi cn p ng c nhng mc tiu ca d n nghin cu a ra.
Nhng thuc tnh ca mt bn cu hi tt
Bn cu hi tt phi gip iu khin qu trnh t cu hi v gip cho vic ghi chp c r
rng, chnh xc. Bn cu hi c cc nhim v lin quan n ngi c phng vn:
- Phi chuyn ti ni dung mun hi (hay thng tin yu cu t c) vo trong cc cu hi;
sau qu trnh phng vn, i hi ngi nghin cu phi c thng tin theo mc tiu ca
nghin cu.
- Gip ngi c phng vn hiu bit r rng cc cu hi.
- Khuyn khch ngi c phng vn hp tc v tin rng nhng cu tr li ca h s c
gi kn.
- Khuyn khch s tr li thng qua s xem xt li ni tm k hn, lc li tr nh hay lin h
vi nhng iu ghi chp.
- Hng dn r rng nhng iu ngi c hi mun bit v cch tr li.
- Xc nh nhng nhu cu cn bit phn loi v kim tra li cuc phng vn.
thc hin c cc nhim v trn, bn cu hi phi c lp sao cho ngi i phng vn d
thc hin v cng nn tin liu trc nhng yu cu vic x l thng tin c hiu qu.
THIT K BNG CU HI
Do s chnh xc v thch hp ca cc d liu thu thp c ph thuc ch yu vo bn cu hi,
v vy thit k mt bn cu hi tt s c tc dng rt ln n s thnh cng ca mt d n
nghin cu. Vic thit k mt bn cu hi c coi nh l mt ngh thut hn l mt khoa hc,
iu hm rng, bn s chng bao gi sng to ra c mt bn cu hi phng vn ch da
vo vic c sch m cn phi bt tay vo son tho v thc hnh lin tc.
Cc nh nghin cu marketing tng kt c 8 bc c bn v trnh t thit k mt bn cu
hi (hnh V.1, trang sau):

69

Hnh V.1 Cc bc thit k bn cu hi

Xc nh cc d kin ring bit cn tm
Xc nh phng php phng vn
nh gi ni dung bn cu hi
Quyt nh dng cu hi v cu tr li
Xc nh cc t ng trong bn cu hi
Xc nh cu trc bn cu hi
Xc nh cc c tnh vt l ca bn cu hi
Kim tra, sa cha
Bc 1: Xc nh cc d kin ring bit cn tm
im u tin khi bt tay vo thit k bn cu hi l cn phi xem xt mc tiu nghin cu
xc nh chnh xc ci g cn phi c o lng.
- Lit k nhng g cn o lng, c th l danh sch nhng cu hi ring bit, nhng nhm
ch hay t ch yu. Nu danh sch ny qu di, cn phi loi b bt nhng ni dung qu xa
vi mc tiu nghin cu tit kim thi gian v chi ph.
- Sau , d tnh xem nhng bin s c o lng s c s dng nh th no, nn dng
loi k thut phn tch no mang li ngha cho d liu.
Bc 2: Xc nh phng php phng vn
Trong bc ny, ngi nghin cu cn quyt nh dng phng php no tip xc vi ngi
c phng vn (phng vn trc tip, gi in thoi, gi th hay Internet...). Cc phng php
tip xc khc nhau s yu cu ni dung, cng nh cu trc cu hi ca bn cu hi khc nhau.
Phn trnh by di y s cho thy, vi cng mt vn c o lng, nhng vi mi hnh
thc phng vn khc nhau th yu cu thit k cc cu hi s khc nhau:
- Phng vn bng th tn l hnh thc gi bn cu hi qua bu in cho ngi tr li t tr li
theo hnh thc truyn thng, hoc khng thng qua bu in i vi th kho st (gi trc tip
hoc ngi tr li t nht nhng a im nht nh). Do vy, nhng cu hi trong bn cu
hi phi tht n gin v nhng ch dn cho ngi tr li tr li phi ht sc chi tit, r rng.
V d: Xin vui lng cho bit kin ca Anh (Ch) v mc ty sch qun o ca cc loi
bt git di y bng cch nh du (9) vo trng ():
Tn sn phm

Rt
khng
sch

Kh
khng
sch

Khng
kin

Kh
sch

Rt
sch
70

1. Daso

2. Fresh

3. Omo

4. Tide

5. Viso

- Phng vn qua in thoi l hnh thc phng vn giao tip bng li v ngi tr li tr li
cc cu hi ca ngi phng vn thng qua in thoi m khng thy c ngi hi v bn
cu hi. Hnh thc ny cho php phng vn vin gii thch cc cu hi phc tp cho ngi tr
li nhm p ng ni dung phng vn. Tuy nhin, khng th trnh by cho ngi phng vn
thy catologue, showcard v hnh nh, mu m sn phm ca doanh nghip.
V d: Xin anh (ch) vui lng xp hng t 1 n 5 cho 5 sn phm bt git v tnh cht ty
sch qun o c lit k di y vi (1): sn phm ty sch nht v (5): sn phm t ty
sch nht.
Tn sn phm
Daso
Fresh
Omo
Tide
Viso

Xp hng v tnh cht ty sch qun o

- Phng vn trc tip l hnh thc phng vn hon thin nht trong vic trao i trc tip gia
ngi tr li v phng vn vin. Phng vn vin c th gii thch mt cch sinh ng cc ni
dung cu hi bng li hoc hnh nh minh ha (showcard). Do vy, nhng cu hi di v
phc tp cng c th c s dng. Ngoi ra, hnh thc ny cn to ra c mi quan h
trong mt chng mc nht nh gia phng vn vin v ngi tr li kch thch ngi tr
li sn lng tr li trong qu trnh phng vn. Tuy nhin, thc hin hnh thc ny cn phi
tn mt khon chi ph kh cao v nhn vin phng vn phi di chuyn nhiu.
V d: Xin anh (ch) vui lng lit k t 1 n 5 cho 5 sn phm bt git (c cho
showcard) v c tnh ty sch qun o vi (1): sn phm ty sch nht v (5): sn phm
t ty sch nht.
Th t
1.
2.
3.
4.
5.

Tn sn phm

- Mt hnh thc m hin ny trn th gii thng dng l hnh thc phng vn bng th in
t (email) qua s h tr ca my tnh kt ni mng Internet. Trong trng hp ny nhng
cu hi phc tp c th d dng c khc phc. Cng nh phng php phng vn qua th,
ngi nghin cu c th hi nhng cu hi c cu trc phc tp, cng c th gi km vi
catalogue v showcard v phm nhng thng thng, t l tr li khng cao.
71

Bc 3: nh gi ni dung cu hi
Mc tiu v ni dung ca vn nghin cu quyt nh ni dung cc cu hi trong bn cu hi.
Th nhng, vic c c nhng thng tin thch ng t nhng cu tr li hay khng li ph
thuc rt ln vo kh nng phc tho bn cu hi ca ngi nghin cu. Do vy, khi xy dng
cc cu hi, cn cn nhc cc tiu chun sau:
Cu hi t ra c cn thit hay khng?
Mi mt cu hi a ra ngi nghin cu cn phi t hi l cu hi c ng gp v lm r
mc tiu nghin cu hay khng, nu khng th nn loi b nhng cu hi ny. Trn thc t,
trong mt bn cu hi cng c mt s cu hi tuy khng thc s lin quan trc tip n mc
tiu nghin cu nhng n c th dn dt, nh hng v gip cho ngi phng vn gi nh li
thng tin v tr li chnh xc nhng thng tin .
Ngi tr li c hiu c cu hi khng?
Ngi tr li khng hiu cu hi c th do nhiu nguyn nhn, thng thng l do ngi
nghin cu dng cc thut ng khng quen thuc vi ngi c hi; thiu nh ngha r rng
v cc thut ng s dng; hoc t cu hi m h, b qua nhng khc bit v vn phong, thi
quen giao tip gia nhng ngi c sc tc hoc vn ha khc nhau...
Cc ch dn gia tng s hiu bit ca ngi c hi l nn dng ngn t quen thuc. Cu
hi nn c xy dng ng c php, vn phm, trnh dng cu phc, trnh dng ting lng
hay cc thut ng chuyn mn...
Ngi tr li c c nhng thng tin cn thit tr li cc cu hi khng?
Ngi c hi khng tr li c hoc tr li khng ng do 2 nguyn nhn:
- Thiu kin thc v vn c hi.
- Khng nh s kin do cu hi i hi s hi tng qu nhiu.
khc phc tnh trng ny, c th s dng mt s bin php sau:
- Hi nhiu cu hi gi li tr nh.
- Xc nh khong thi gian r rng, thi gian cng xa chnh xc ca cu tr li cng gim.
- Hi cc cu hi c tnh cht lin tng, gi s lin quan gia cc s kin ngi tr li nh
li.
- ngh ngi tr li nu r s kin no h nh chnh xc nht v s kin no cn m h.
Ngi tr li liu c cung cp cc thng tin khng?
Ngi tr li khng mun tr li hoc tr li sai mt cch c l do cu hi i vo nhng vn
c tnh cht ring t, nhng vn b mt khng mun tit l, hoc cc cu hi nghin cu
ng c m ngi tr li e ngi s nh gi ca ngi khc khi tr li...
bit c cc thng tin ny, c th s dng cc bin php:
- Dng cu hi gin tip, chng hn thay v hi v thu nhp c th hi sang vn chi tiu.
- Thm d bng cch gi th v khng cn cho bit tn v a ch.
- Thuyt phc ngi tr li bng cch nu r mc ch ca cuc iu tra, gy s tin tng ni
ngi hi.
72

Khc phc cc cu hi m ngi tr li khng sn lng tr li

Ngay c khi mt ngi tr li c kh nng tr li c th mt cu hi no , h cng c th
khng sn lng tr li. C th h phi c gng nhiu tr li trong mt tnh trng hoc mt
ng cnh c th khng thy thch hp biu l, hoc l do mc ch hay nhu cu v thng tin
khng r rng, hoc l do thng tin c hi d lm ngi ta mc cm.
- Nhng n lc ca ngi tr li: Hu ht ngi tr li khng sn lng ginh nhiu c gng
cung cp thng tin cho ngi phng vn. Gi s rng, nh nghin cu quan tm n vic xc
nh nhng gian hng no trong mt ca hng m ngi tr li mua hng ha trong
chuyn mua hng gn y nht, thng tin ny c th t c t nht qua hai cch: (1) ngi
nghin cu c th hi ngi tr li lit k ra tt c nhng hng ha c mua (2) hoc
l a ra mt danh sch ca tt c cc gian hng v yu cu ngi tr li kim tra nhng
hng ha hoc l nhng gian hng m ngi tr li n mua. Cch lm th hai (2) s thch
hp hn bi v n i hi t s c gng hn t ngi tr li.
- Ng cnh: Mt s cu hi c th thch hp trong nhng ng cnh no nhng li khng
thch hp trong nhng ng cnh khc. Chng hn nh chng ta hi v phng php dy hc
ca gio vin, nu chng ta hi v vn trong lp hc th c th ngi tr li khng
cung cp thng tin, nhng nu hi mt ni no (ti qun cafe chng hn) th tnh hnh c
th s khc i.
- Mc ch chnh ng: Ngi tr li cng s khng sn lng cung cp nhng thng tin m
h cho l khng c mc ch r rng. Ti sao mt x nghip mun bit tui ca ngi tr li,
thu nhp v ngh nghip ca ngi tr li? Lc ny vic gii thch cho ngi tr li r ti sao
phi t ra nhng cu hi nh th c th lm tng c s sn lng tr li nhng cu hi
ca ngi phng vn.
- Nhng thng tin mang tnh nhy cm: Ngi tr li c th khng sn lng biu l nhng
thng tin mang tnh nhy cm, bi v nhng thng tin ny c th gy ra s lng tng hoc e
da n danh ting hoc suy ngh ring t ca h. Nhng cu hi ny c xem l vi phm
n nhng vn ring t c nhn. Nhng ch d gy s mc cm bao gm: tin bc,
cuc sng gia nh, lng tin v tn gio, th ch chnh tr v nhng dnh lu trong nhng tai
nn hay ti c.
gia tng s sn lng ca ngi tr li, ngi nghin cu cn ch v s dng cc k thut
di y:
(1) t nhng cu hi nhy cm cui bn cu hi. Kt thc bn cu hi thng l cu cm n
ngi tr li b thi gian tham gia tr li phng vn. Chng hn nh "Bn cu hi kt thc,
xin chn thnh cm n s nhit tnh tr li ca ng/B (Anh/Ch)".
(2) M u mt bn cu hi bng mt an vn ngn gn t gii thiu v mc ch ca nghin
cu. Chng hn nh "Xin cho ng/B (Anh/Ch), ti l ...ang lm vic cho Cng ty ... Chng
ti ang tin hnh nghin cu v ... Xin ng/B (Anh/Ch) sn lng gip chng ti tr li mt
s cu hi. Ti xin bo m s gi kn cc cu tr li ca ng/B (Anh/Ch).
Bc 4: Quyt nh dng cu hi v cu tr li
C hai dng cu hi chnh sau:
Cu hi m:
Cu hi m l dng cu hi m trong cu hi c cu trc cn cu tr li th khng. Ngi
tr li c th tr li vi bt c thng tin no v bt c cu no c coi l thch hp. Ngi
73

phng vn s c nhim v vit li chnh xc nhng g c th thu thp c. C 3 loi cu hi

m.
(1) Cu hi t do tr li:
Theo cu hi ny, ngi tr li c th t do tr li cu hi theo mnh ty theo phm vi t do
trong ni dung cu hi t ra cho h. Nhng thun li ca cu hi t do tr li:
- Cho php ngi nghin cu thu c nhng cu tr li bt ng, khng d liu trc.
- Ngi tr li c th bc l r rng hn quan im ca mnh v mt cn no , m khng
b g b bi ni dung cu hi.
- Gim bt s tht vng ca ngi tr li so vi cu hi ng l khng c c hi pht biu
kin, ch la chn trong tnh hung c sn.
- C tc dng tt lc m u cuc phng vn, to mi quan h vi ngi c hi.
Nhng kh khn khi s dng cu hi t do tr li:
- C th gp kh khn hiu ngi tr li khi h din t km.
- Kh m ha v phn tch.
- Ph thuc vo s ghi chp ca ngi phng vn, nn c th b qua nhng chi tit quan trng
khng ghi chp li v cho rng khng cn thit.
- Dng cu hi ny t c dng trong trng hp phng vn bng th tn v tm l ngi
c hi thwng ngi vit hn l ni.
- i khi mt thi gian v ngi tr li ni lan man.
(2) Cu hi thm d:
Sau khi dng mt vi cu hi m tm hiu mt ch no , ngi phng vn c th bt
u tin hnh nhng cu hi thm d thn mt a vn i xa hn. Chng hn, trong cc
cuc phng vn, sau khi ngi c hi tr li, c th gi m thm bng nhng cu hi thm
d. Nhc im ca cu hi thm d cng ging nh cu hi t do tr li, cn u im l: (1)
gi thm cho cu hi nguyn thy v gi cho ngi tr li ni n khi h khng cn g cn
ni thm, (2) to c cu tr li y v han chnh hn so vi yu cu ca cu hi nguyn
thy.
VD:

... c cn iu g khc na khng ?

...c ch bai iu g na khng?...

(3) Cu hi thuc dng k thut hin hnh:

Ni dung ca phng php ny l m t cc tp hp d liu bng vic trnh by mt cch y
, r rng nhng vn cn cha r ngha, chng hn nh nhng t ng hoc hnh nh m
ngi tr li phi mng tng ra, trn c s , ngi tr li phi ni bng li nhng g h
hnh dung trong u v vn ang bn lun. K thut ny c 3 dng chnh sau:
- Dng k thut lin kt : Theo k thut ny, ngi hi s a ra mt chui cc t hoc hnh
nh (ngha en, ngha bng) v yu cu ngi c hi tr li nhng vn theo suy ngh
ca h.
- Dng k thut dng hnh: Theo k thut ny, ngi c hi c cho xem mt s tnh
hung gi m no , sau ngh h vit li cu chuyn hay phc ha din t vn cn
nghin cu.
74

- Dng k thut hon tt: y l dng c dng nhiu nht, y, ngi tr li s hon tt
nhng cu cn d dang (cha hon chnh) v h s in thm vo bt k ni dung g m h
chn.
V d:

Ti khng thch loi bia:....................................

Loi bia c a chung nht l.......................

Cu hi thuc dng k thut hin hnh c nhng u th: (1) c th thu thp c cc thng tin
m c th s khng th thu thp c nu phng vn trc tip bng cc phng php khc, (2)
c th tm c nhng tng ni ti, su xa ca ngi tr li. Tuy nhin, cng c nhng
nhc im sau: (1) i hi ngi phng vn phi c hun luyn k lng trc khi phng
vn, (2) i hi phn tch vin phi c o to cn thn din dch cc kt qu.
Cu hi ng:
Cu hi ng l dng cu hi m c cu hi ln cu tr li u c cu trc. Da trn cu trc
cu tr li ngi ta chia ra cc dng cu hi ng sau:
(1) Cu hi phn i:
L dng cu hi m ngi c hi ch c th chn mt trong hai cu tr li nh c hoc
khng, ng hoc khng ng .
u im:
- Thit k nhanh chng v d dng, rt tin li trong nhng cu hi c nhiu chi tit.
- D dng cho ngi tr li.
- Ngi phng vn t c thnh kin khi gp cc cu tr li c bit.
- Thun tin trong x l, tnh ton v phn tch.
Nhc im:
- Cung cp khng thng tin chi tit.
- Phi t cu hi v s dng t ng chnh xc.
- Bt buc ngi tr li la chn cho d h c th cha chc chn lm khi chn cu tr li.
(2) Cu hi xp hng th t:
L loi cu hi m cu tr li c thit k bng nhiu khon mc ngi tr li c th so
snh, la chn v xp hng chng theo th t.
V d: Khi ghi danh vo hc ngnh qun tr kinh doanh, bn c nhiu l do, hy xp th t
chng t quan trng nht (1) n t quan trng nht (5).
Do thch bn thn
Do s hng dn, gi ca ngi thn
Do nh hng t anh, ch sinh vin
nh hng ca bn b
Uy tn ca ging vin
Cu hi ny c cc u, nhc im sau:
u im:
75

- Cho thng tin nhanh chng.

- Hi v lp thnh bng, ct tng i d dng; thun tin khi x l, phn tch.
- D gii thch cho ngi tr li.
Nhc im:
- Khng ch ra mc cch bit gia cc la chn.
- Cu tr li b gii hn khng qu 5 hoc 6 mc (nhiu hn s kh khn cho ngi tr li
khi la chn, so snh)
- Ngi tr li phi c kin thc v tt c cc mc.
- Kh bao qut y cc tnh hung.
(3) Cu hi nh du tnh hung theo danh sch:
V cu trc, n tng t nh cu hi xp hng th t, tuy nhin khc bit l ngi c hi s
nh du mt hay nhiu loi tr li c lit k.
V d: Bn bit loi kem nh rng no trong cc nhn hiu lit k di y:

PS
Colgate
Close-up
Fresh
Khc. C th l .........................

(4) Cu hi cho nhiu la chn:

Loi cu hi m cc cu tr li c lit k, cho bit ch chn cu tr li thch hp nht.
V d: Trong cc loi kem nh rng lit k di y, loi kem no bn thng dng nht
(bn ch chn mt phng n m ban cho l ng nht):

PS
Colgate
Close-up
Fresh
Khc. C th l .........................

(5) Cu hi bc thang:
Thc cht dng cu hi ny l s p dng loi thang im nh gi theo khon mc, th hin
mc a thch hoc khng a thch, ng hoc khng ng ca ngi tr li. Loi cu hi
ny cho php bin i nhng thng tin nh tnh thnh thng tin nh lng.
V d: Hy xem xt mi mt ca sn phm ny, chn cu no m t chnh xc nht mc
thch hoc khng thch sn phm Omo ca bn bng cch nh du (9) vo trng ():
Rt thch

Thch va phi

Khng ght cng

Ght va phi
khng thch

Rt ght

76

Bc 5: Xc nh t ng trong bn cu hi
Bn cu hi l phng tin giao tip gia ngi nghin cu v ngi tr li trong tt c cc
phng php phng vn. Do vy, c th thu c cc d liu v cc s liu c ngha, cn
phi hiu c nhng hiu ng tim n do vic s dng t ng. Tuy nhin, vic thit k bn
cu hi mang tnh ngh thut rt cao cho nn khng c qui tc nht nh xc nh cu hi
chnh xc cho cc vn c nhn.
Sau y l mt s ch dn c rt ra t kinh nghim ca cc chuyn gia nghin cu marketing
gip xc nh ng t ng s dng khi thit k cu hi:
- Dng t ng quen thuc, trnh dng ting lng v t chuyn mn.
- Dng t ng n gin mi ngi c th hiu bt lun trnh hc vn no.
- Trnh s dng cc cu hi di bi v s d lm nn lng ngi tr li, hoc khng theo di
c.
- T ng trong cu hi cng r rng, chnh xc cng tt; nhng t ng kh din t, hoc kh
hiu thng xuyn, thng thng... cn c ghi ch mc r rng
V d:

Bn c thng i xem phim khng?

t hn mt ln

_________

1-2 ln / tun

_________

3-5 ln / tun

_________

Hn 5 ln / tun

_________

- Trnh cu hi lp li, tc l mt cu hi m c nhiu cu tr li cng mt lc.

V d:

Bn c cho rng bnh ny va ngon va ngt khng?.

Nu ngi tr li cho rng ngon nhng khng ngt th rt kh tr li.

- Trnh cc cu hi gi : l cu hi c hng dn hoc ngm t cu tr li.

V d:

Bn ng rng phng php ging dy ca ng A l tt ch?...

- Trnh cc cu hi nh kin: L cu hi m cc khon mc tr li c thit k thin v mt

pha tiu cc hoc tch cc.
- Trnh cc cu hi i hi s hi tng qu nhiu, v do vy khi tr li, ngi c hi s
phi phng on.
Bc 6: Xc nh cu trc bn cu hi
bc ny, ngi nghin cu s phi sp xp cc cu hi theo mt trnh t nht nh, thun
tin cho ngi i phng vn. Mt cch tng qut, ngi ta c th chia cc cu hi thnh 5 loi
v to thnh 5 phn chnh trong bn cu hi theo chc nng ca chng ng gp vo s thnh
cng ca cuc phng vn.
(1) Phn m u hoc cu hi hng dn:
C tc dng m u cuc phng vn thun tin, khi u cho chui nhng cu tr li v gy
thin cm vi ngi c phng vn.
(2) Cu hi nh tnh:
77

C tc dng ch r i tng cn c phng vn, trnh phi phng vn nhng ngi khng c
kin thc v vn ang iu tra.
(3) Cu hi hm nng:
C tc dng gi nh thng tin v tp trung vo ch nghin cu, trnh cc cm xc t ngt
khi i vo ch qu nhanh, ngi tr li c th cha to c hng th v hi tng thng tin
kp.
(4) Cc cu hi c th:
L nhng cu hi i vo ch nghin cu: mc thng xuyn khi s dng sn phm? a
im mua? cm gic v cht lng? ng c s dng?...
(5) Cc cu hi ph:
c s dng thu nhn thm cc thng tin v c im nhn khu ca ngi tr li (gii
tnh, tui tc, ngh nghip...).
Ngoi nhng phn chnh trn, bn cu hi cn phi c nhng phn ch dn r rng, phn ny
m t nhng th tc m ngi phng vn cn phi theo thu thp thng tin c dng,
nhanh chng. Mt bn mu cu hi in hnh cn phi c nhng khong trng thch hp :
- Ghi tn, h, a ch, s in thoi ca ngi tr li, ngy phng vn.
- Thi gian bt u v kt thc phng vn.
- Ch k ca ngi phng vn.
- Ch k ca cc c nhn c lin quan.
- Ngy, gi cuc phng vn c hiu lc.
Bc 7: Xc nh cc c tnh vt l ca bn cu hi
- Xem xt hnh dng bn cu hi, cht lng giy, cht lng in n... to thin cm v li
cun ngi tr li tham gia vo cuc phng vn, c mt s trng hp, nu chng ta in bn
cu hi trn giy mu th cng c th gia tng t l tr li.
- Trnh by bn cu hi sao cho n c v ngn gn v r rng.
- Nu dng cu hi m th nn cha khong trng ngi c hi ghi cu tr li v din
t kin ca mnh.
- Vic in bn cu hi thnh tp sch nh i khi c tc ng thu ht, hp hn hn l kp nhiu
trang li.
- Khi nhy qung cu hi trn bn cu hi th phi ch thch r rng.
V d: Nu bn tr li c
Nu bn tr li khng

xin chuyn n tr li cu 12
tr li tip cu 6

Bc 8: Kim tra, sa cha

D cn thn my chng na, cc bn cu hi sau khi thit k cng kh trnh khi li v do ,
s gy kh khn khi thu thp d liu. V vy, trc khi thc hin phng vn chnh thc nn tin
hnh kim tra trc. Vic kim tra ny c th c thc hin bng cch th trn mt mu nh,
sau xem xt:
- Ngi c phng vn c hiu v tr li c bn cu hi khng?
78

- Ngi phng vn c thc hin tt khng?

- Thng tin c ghi nhn tt khng?
- Thi gian cn thit tin hnh phng vn?
Sau khi kim tra s thc hin sa cha, iu chnh ln cui trc khi thc hin vic phng vn
th.
iu tra th
iu tra th l vic kim tra bn cu hi trn mt mu nh nhng ngi tr li v thng thc
hin ti hin trng, ni m chng ta s phng vn thc t, pht hin ra nhng li nhm iu
chnh v hon chnh bn cu hi. Bt k qu trnh thit k bn cu hi cng nn cn thc hin
bc ny v ngi thit k khng th kim sot ht tt c nhng li c th xy ra.
V nguyn tc, mt bn cu hi khng nn c s dng iu tra thc a khi khng c iu
tra th. Tt c nhng c im ca bn cu hi u phi iu tra th, bao gm ni dung cu hi,
t ng, th t, hnh thc cch trnh by, v li ch dn...
Ngi tr li c chn trong iu tra th phi nm trong tng th nghin cu ca cuc iu tra
chnh thc bo m tnh khng sai bit ca hai cuc iu tra ca cng mt ni dung nghin
cu. Chnh sa cu hi, loi b hay b sung thm cu hi c thc hin trong sut qu trnh
iu tra th. Sau khi iu tra th, d liu s c m ha v lp danh b m tit kim tng
thi gian ca d n nghin cu. ng thi, x l v phn tch d liu trong iu tra th gip cho
ngi nghin cu s dng tt tt c cc d liu c thu thp t bn cu hi.
THIT K BIU MU QUAN ST
Thit k biu mu quan st thng n gin hn so vi thit k bn cu hi; tuy nhin cng cn
phi thn trng. C 4 ni dung sau y cn ch khi thit k biu mu quan st:
- Cn quan st ai? Bt c ai mua sn phm? Bt c ai vo ca hng? Nam? N? Cp?
- Cn quan st ci g? Ngnh hng bn? Qui m ca vic bn?.
- Cc mt hng c ch trng? Mt hng no c yu cu trc ht?
- Vic quan st xy ra khi no: Ngy no trong tun? Gi no trong ngy?
- Quan st u? Loi ca hng no? khu vc no? Ti sao chn n?
TM TT
thu thp d liu nh lng s cp, nh nghin cu phi thit lp mt bn cu hi hoc biu
mu quan st.
Trong nghin cu bng phng php phng vn, vic chun b k bng cu hi l iu kin cn
thit cho vic thu thp d liu c chnh xc. Bn cu hi phi m bo chuyn nhng thng
tin cn thit thu thp thnh nhng cu hi c th m ngi c hi c th tr li vi mt s
hp tc cao v gim c sai s do tr li; ngi i phng vn d thc hin vic phng vn v
tin liu trc c nhng yu cu trong vic x l d liu.
Vic xy dng bn cu hi c tnh ngh thut hn l khoa hc. Khng c mt tiu chun c
nh no xy dng mt bng cu hi. Tuy nhin, c nhng bc tip cn gip cho ngi lp
bng cu hi c th thit k mt bn cu hi t c hiu qu thng tin cao.
79

Cc bc trong mt tin trnh xy dng bng cu hi bao gm (1) xc nh cc d kin ring

bit cn tm tc l trn c s mc tiu nghin cu t xc nh cc thng s cn thit o
lng. (2) Xc nh phng php phng vn c chn (phng vn trc tip, in thoi hay
qua th tn). (3) nh gi ni dung ca bng cu hi sao cho ngi tr li hiu c cc cu
hi, c nhng thng tin cn thit tr li v to iu kin, kch thch tr li, cung cp nhng
thng tin cn thit v vn cn nghin cu. (4) nh dng cu hi v cu tr li sao cho khi
thu thp thng tin t pha ngi tr li t c thng tin nhiu nht v sau d x l nht.
(5) la chn t ng trong bng cu hi sao cho n gin, d hiu i vi ngi c hi, trnh
gy kh chu v lm nn lng h. (6) xc nh cu trc ca bng cu hi phi thun tin cho
ngi i phng vn, m bo s hp ca ngi tr li, tc gp phn vo s thnh cng ca
cuc phng vn. (7) thit k phn trnh by, chn giy in sao cho li cun ngi c tip xc,
(8) kim tra, sa cha cc sai st bn cu hi trc khi tin hnh phng vn chnh thc trnh
nhng kh khn c th gp phi khi thu thp d liu.
Nu bn cu hi l cng c phi chun b tt khi thc hin phng vn th tronng ghin cu bng
phng php quan st, chng ta phi chun b cn thn biu mu quan st. d kin cc biu
mu quan st, cn phi bit nhng quyt nh lin quan n vn phi quan st v cch m n
phi c quan st. Phi xc nh c nhng c im v hnh vi quan st: ai, ci g, u,
nh th no.
Cng ging nh bn cu hi trong phng vn, m bo cht lng ca biu mu quan st,
cn test th iu chnh thch hp.
CU HI
1. Cc bc c bn thit k mt bng cu hi?
2. Th no l cu hi nh tnh v vai tr ca n trong mt bn cu hi?
3. Nhng l do no dn n mt ngi tr li khng tr li cu hi?
4. Khi no th vic s dng cu hi m l thch hp? Khi no nn s dng cu hi ng?
5. Li ch ca vic test th bn cu hi v cch thc hin nh th no?
6. Hy thit lp mt bn cu hi thc hin phng vn vi mt mu l sinh vin bit c
thi ca h i vi mt ca hng bn sch, thit b trng hc. Tip theo, kim tra bn cu
hi vi 12 sinh vin, sau trnh by kt qu kim tra ny v chnh sa li bn cu hi cho hp
l.
7. Nhng ni dung no cn ch khi thit k biu mu quan st?
8. Hy thit k mt biu mu quan st trong mt nghin cu nhm bit c hnh vi ca
khch hng mua sm mt ca hng bn a nhc v phn mm my tnh: S lng ngi n
trong ngy, gii tnh, khch hng thng i mt mnh hay i vi ngi ai khc, loi a c
chn mua nhiu nht, nh hng ca nhn vin bn hng n quyt nh mua.
TI LIU THAM KHO
Randi L. Sims and Thomas L. Keon, The influence of organizational expectations on ethical decision
making conflict, Journal of Business Ethics, vol. 23, no. 2 (January, 2000): 219228.
Stephen J. Gould, Dawn B. Lerman, and Andreas F. Grein, Agency perceptions and practices on
Global IMC, Journal of Advertising Research, vol. 39, no. 1 (January/February 1999): 720.
80

William E. Becker and Carol Johnston, The relationship between multiple choice and essay response
questions in assessing economics understanding, Economic Record, vol. 75, no. 231 (December,
1999): 348357.
Rajendar K. Garg, The influence of positive and negative wording and issue involvement on responses
to Likert scales in marketing research, Journal of the Market Research Society, vol. 38, no. 3 (July,
1996): 235246.
Hershey Friedman, The effects of positive and negative wording on responses to a Likert scale,
Applied Marketing Research, vol. 28, no. 2 (Fall, 1988): 38.
Trivellore E. Raghunathan and James E. Grizzle, A split questionnaire survey design, Journal of the
American Statistical Association, vol. 90, no. 429 (March, 1995): 5463.

81

CHNG SU

T CHC THU THP D LIU

NI DUNG CHNH

Ni dung ch yu ca chng ny gm:

-

L do ca vic chn mu trong nghin cu marketing

Sai s do ly mu v sai s khng phi do ly mu

Cc phng php chn mu xc sut v cc phng php chn mu phi xc sut.

Cc cng vic lin quan n thu thp d liu ti hin trng ca mi phng php thu thp d
liu.

Nhng sai lm thng xy ra khi thu thp d liu ti hin trng

Qun tr vic thu thp d liu ti hin trng

82

MU V NHNG L DO CA VIC CHN MU

Mt s nh ngha
Phn t:
Mt phn t l mt n v trong thng tin v n c thu thp v lm c s cho vic phn
tch. Thng thng trong ly mu nghin cu marketing, nhng phn t l con ngi, tuy vy
cng c nhng loi phn t khc nh l: gia nh, ca hng hoc doanh nghip.
Tng th
Mt tng th l s tp hp cc phn t. c 2 loi tng th:
- Tng th ch ch (target population): L mt tng th c yu cu bi c trng thng tin
cn nghin cu.
- Tng th ly mu (sampling population): L mt tng th thc t c chn trn yu cu
thng tin cn nghin cu.
Cu trc mu (sampling frames)
Cu trc mu l mt danh sch cc phn t ly mu. V d: yu cu nh gi trnh trung bnh
ca sinh vin nm th 4 ca mt trng i hc. Tng th ch ch l tt c sinh vin ang hc
nm th 4 theo hc t nm u tin. Tuy nhin, mt s sinh vin b hc v chuyn sang
trng khc, hoc v l do no . S sinh vin cn li l tng th ly mu. Danh sch cc sinh
vin ny l cu trc mu. Mi sinh vin trong danh sch l mt phn t ly mu.
Nhng l do ca vic chn mu
Trong nghin cu marketing ni ring v trong cc lnh vc nghin cu khc ni chung, vic
ly mu iu tra thay v phi iu tra ton b c thc hin bi cc l do sau:
- Nhng ngi ra quyt nh thng b gii hn v mt thi gian, do h phi da vo bt k
thng tin no c th dng c trong thi gian .
- i vi qui m tng th nghin cu ln, chi ph cho mt cuc iu tra ton b rt ln, s gp
hn ch v kinh ph. V vy vic iu tra trn mt mu s c u th hn nhng vn bo m
thu thp y thng tin thch hp.
- Trong mt s trng hp, vic tin hnh iu tra ton b tng th vn khng th nng cao
chnh xc ca thng tin trong khi li tn km chi ph v mt nhiu thi gian.
- Trong nhng tnh hung m vic kim tra, o lng c th ph hy phn t th vic ly mu
l iu hin nhin. V d: kim tra cc phim chp nh...
Vn sai s trong vic chn mu
Thay v iu tra ton b, chng ta ch thu thp cc thng tin t cc phn t trong mu c
chn, sau s dng cc kt qu ny c lng cho tng th, v vy lun lun xut hin s
sai bit v tr s mu v tr s tng th. Sai s ny gm hai loi:
Sai s ly mu
Sai s ly mu l sai s xy ra do nhng phn t khi tin hnh chn khng i din cho tng
th, ngha l c s khc bit gia tr s mu vi tr s trung bnh tng th. V thc t khng th
c mt an nh hn ca tng th lm i din chnh xc cho tng th, nn sai s ly mu s
hin din vo bt c lc no khi ta chn mu d ngi nghin cu c cn thn n mc no. Do
sai s ny l kt qu ca s ngu nhin. Sai s ly mu c th gim thiu bng cch tng
kch thc ca mu.
83

Sai s khng ly mu (sai s khc)

Sai s khng ly mu lin quan n bt k s vic g (ngoi sai s ly mu) c th lm xut
hin cc sai s hay chch trong kt qu nghin cu. Nhng sai s ny bao gm:
- Lp bo co khng chnh xc.
- Xc nh v tr hin ti ca ngi tr li khng ng.
- L gii sai cc vn do dng t ng mp m.
- Ngi tr li b d na chng do cm thy qu lu, qu v v.
- Ngi phng vn ch dn, hoc gii thch cc hng dn sai; ghi chp khng y .
- Do sai lm khi hiu chnh v m ha d liu.
gim thiu cc sai s khi ly mu ny, Lipstein cung cp mt s hng dn tng qut nh
sau:
- Dng mu iu tra cng d tin hnh iu tra cng tt.
- S dng phng php chn mu thch hp vi i tng nghin cu.
- Ch gii hn cc cu hi cn thit cho nhng vn chnh ca cuc iu tra.
- Kim tra trc cc cu hi.
- C gng gim thiu s mt mi ca nhng ngi tham gia tr li.
- C gng xoay quanh cc cu hi then cht pht hin xem khi no th ngi tr li bt u
thy mt mi.
- Thit lp nhng cch thc khin c ngi tr li v ngi phng vn tp trung tm tr ca
mnh vo cuc nghin cu.
- Khng t cu hi khi ngi c hi tht s khng th tr li c; khng yu cu h
nhng iu khng th lm c.
CC PHNG PHP CHN MU
Phng php chn mu phi xc sut
Chn mu thun tin
Theo cch chn mu ny, ngi nghin cu chn ra cc n v ly mu da vo s thun tin
hay tnh d tip cn. Vi phng php chn mu thun tin, rt kh xc nh tnh i din
ca mu. S la chn cc n v mu mang tnh ch quan ca ngi nghin cu, v th
chnh xc v tin cy khng cao, t c s dng rng ri.
Chn mu tch ly nhanh
Theo phng php ny, nhng n v ly mu (hay phn t) ban u c la chn bng cch
s dng cc phng php xc sut, nhng nhng n v b sung tip c xc nh t thng
tin c cung cp bi cc n v ly mu ban u (quy nguyn). D phng php xc sut no
c s dng la chn nhng n v ly mu ban u, th ton b mu vn c coi l mu
phi xc sut v nhng quy nguyn theo sau c cha ng trong mu y.
Kch thc mu v thi gian hao ph gim i l nhng thun li ch yu ca k thut ly mu
tch ly nhanh. Tuy nhin cch chn mu nh gii thiu ny c th c sai lch v nhng
ngi c gii thiu ra thng c mt s c im tng ng v nhn khu hc hay tm l,
84

s thch. Do , phng php ny ch c s dng khi cc phn t m chng ta mun nghin

cu rt kh tm.
Chn mu phn on
Theo phng php chn mu phn on, nhng n v ca mu c chn da vo iu m
nh chuyn mn suy ngh c th tha mn mt tiu chun no . C hai hnh thc la chn
phn on: ly mu theo d lun v phn on thng k.
Chn mu kim tra t l
Chn mu kim tra t l l phng php chn mu m trong ngi nghin cu c gng bo
m mu c la chn c mt t l tng ng vi t l tng th theo cc tham s quan trng
no (tui tc, gii tnh, ngh nghip...). Cc phn t trong mu cng c chn theo ch
ca ngi nghin cu ch khng phi da vo quy lut ngu nhin. Chng hn, nu xc nh
kch thc mu cn iu tra l 100, v gii tnh l mt tham s quan trng i vi ni dung
iu tra (chng hn vic s dng ko scola); khi , nu bit c t l gii tnh n - nam ca
tng th l 51:49 (t l bch phn) th mu c chn s c 51 n v 49 nam. y l mt v d
n gin; trong thc t, ty thuc ni dung iu tra, ngi ta xc nh t l theo nhiu tham s:
tui tc - gii tnh - thu nhp...
Phng php chn mu xc sut
Phng php chn mu xc sut thc hin vic chn cc phn t ca mu da trn vic s dng
cc quy lut phn phi xc sut trong thng k ton. Tuy nhin, trong phn ny do i tng
nghin cu ca mn hc nn khng trnh by t m nh trong thng k hc, m ch yu gii
thiu phng php trn c s c th la chn phng php chn mu thch hp cho tng
mc tiu nghin cu marketing.
Chn mu ngu nhin n gin
Chn mu ngu nhin l mt qu trnh chn la mu sao cho mi n v ly mu trong cu trc
c mt c hi hin din trong mu bng nhau.
Chn mu ngu nhin c hai loi: chn mu ngu nhin c s thay th hoc l khng c s thay
th. Trong ly mu ngu nhin c s thay th th mt phn t c chn lun lun c thay
th trc khi thc hin s la chn k tip. Cch ny c kh nng ly trn cng mt c th
nhiu ln. Do vy, trong nghin cu marketing, ly mu ngu nhin khng thay th c s
dng ch yu.
u im ca phng php chn mu ngu nhin n gin l d hiu, d thc hin; trung bnh
mu l mt s tnh ton khch quan ca trung bnh tng th nghin cu; phng php tnh ton
n gin, d dng.
Nhc im ca phng php chn mu ngu nhin:
- Trong nhiu trng hp, s bin thin ca tng th nghin cu rt ri rc v khng theo quy
tc, th ly mu ngu nhin khng c dng n v n km chnh xc; mu c th khng
mang tnh i din, hoc b lch.
- la chn cc phn t, cn phi nh du v lp danh sch tan b tng th s dng
bng s ngu nhin, bc thm, quay s,... cng vic ny kh thc hin c khi tng th l
qa ln.
- Mu c chn c th b phn tn, do vy tn km chi ph v kh khn trong i li khi thu
thp d liu.
85

Phng php chn mu ngu nhin n gin c p dng c kt qu khi tng th nghin cu
khng phn tn qu rng v mt a l; cc phn t trong tng th c kh nhiu s ng nht v
c im mun nghin cu.
Chn mu ngu nhin phn tng
Khi tng th nghin cu c cu to bi nhiu tp hp khng ng nht lin quan n nhng
c im nghin cu, thc hin ly mu cn phi phn tng tng th nghin cu thnh tng
nhm c nhng c im tng ng. Ly mu phn tng l chn mt mu ngu nhin n
gin t mi nhm trong tng th nghin cu.
Ty theo c im nghin cu, tng th c th c phn tng theo nhiu tiu thc khc nhau;
v c th phn tng mt cp (mt tiu thc) hoc nhiu cp (nhiu tiu thc); v khi chn mu
ngu nhin phn tng c th theo t l (t l mu tng ng vi t l tng th) hoc khng theo
t l.
u im ca phng php chn mu ngu nhin phn tng: s phn nhm c th lm gia tng
mc chnh xc ca vic nh gi cc c im tng th nghin cu; thc hin thun tin,
phn tch s liu kh ton din.
Nhc im ca phng php ny l cn phi lp danh sch cc n v ly mu theo tng nhm;
tn km chi phi li, c bit khi tng th nghin cu tri rng trn mt vng a l rng ln.
Vi nhng u im v nhc im trn, phng php chn mu ngu nhin phn tng thng
c p dng khi tng th nghin cu c s phn b ca c im nghin cu rt ri rc, hay
tp trung trn nhng im nh b phn tn ca tng th.
Chn mu c h thng
Chn mu c h thng vi s bt u ngu nhin l mt phng php chn mu c tin hnh
bng cch ly tng n v th k t mt tng th nghin cu c th t. n v u tin c
chn mt cch ngu nhin, k c gi l khong cch ly mu, s nghch o 1/k l t l ly
mu.
u im ca phng php chn mu c h thng l mu c thit lp d dng, d thc hin
trn hin trng (iu tra theo ng ph), mu c phn tn u khp tng th nghin cu v
kt qu tnh ton chnh xc hn so vi ly mu ngu nhin n gin.
Nhc im ca phng php chn mu ny l: c th mt mu c ly ch bao gm nhng
n v c cng mt dng, v cn thit phi c danh sch cc n v ly mu theo th t.
V th phng php chn mu c h thng thng c p dng khi th t ca cc n v ly
mu l ngu nhin, gn nh c s phn nhm trong tng th nghin cu.
Chn mu theo cm
Chn mu theo cm l phng php chn mu c tin hnh bng cch ly nhng nhm ring
bit hoc nhng cm ca nhng n v nh hn. Nhng cm ca mu c th c chn bng
cch ly mu ngu nhin hay ly mu c h thng vi mt s khi u ngu nhin.
Tng t vi nhm trong ly mu ngu nhin phn tng, cc cm l cc nhm ph ring bit
vi nhau cng to nn tng th nghin cu. Tuy nhin, khng ging nh nhm, cc cm c
to nn bi nhng phn t d bit, khng ng nht, min sao mi nhm s l c trng ca
tng th nghin cu. V d, nghin cu v sinh vin trong mt trng i hc, thay v chn cc
phn t l sinh vin theo kch thc mu, c th chn n v ly mu l lp; do vy khng cn
phi lp danh sch sinh vin, m lp danh sch cc lp. Khi thc hin iu tra, th tt c sinh
vin trong mt lp c chn u c tip xc.
86

u im ca phng php chn mu theo cm l khng cn thit phi xy dng mt danh sch
tt c cc phn t trong tng th nghin cu, m cu trc i vi ly mu theo cm l mt danh
sch cc cm. Ngay c khi danh sch cc phn t c sn, vic ly mu theo cm vn t tn
km hn v chi ph.
Nhc im ca phng php ny l ch trong thc t, ly mu theo cm khng hiu qu
bng ly mu ngu nhin hay phn tng. Chng hn, nhng h gn k nhau thng c c im
tng t nhau hn nhng h ring bit. iu ny s nh hng n tnh i in ca mu, v
c th hin qua sai s chn mu tng.
Phng php chn mu theo cm c p dng khi danh sch y cc phn t trong tng
th nghin cu khng c sn, hoc khi chi ph iu tra thp c xem l quan trng hn so vi
yu cu v s chnh xc.
Chn mu nhiu giai on
Vic chn mu c thc hin qua hai hay nhiu giai on. Trc ht, tng th nghin cu
c phn ra thnh nhng n v ca giai on u tin, t tin hnh chn mu, v sau
c th tng thm nhiu giai on qua vic phn chia tng th nghin cu thnh nhiu cp bc
ca nhng n v ly mu tng ng vi mi giai on ly mu khc nhau.
V d: Gi nh mun chn mt mu 30 h t mt thnh ph no , v thnh ph c phn
thnh 10 khu ph, mi mt khu ph c 10 h. Cch lm nh sau:
(1) nh s cc khu ph t 1 - 10.
(2) Dng bng s ngu nhin ly 5 s ngu nhin; tng ng l cc khu ph c chn.
(3) nh s th t cc h, lin tc t 1 n 10 trong cu trc ca cc khu ph c chn.
(4) Ly 5 nhm s ngu nhin, vi mi nhm gm 6 s trong tng khu ph c chn.
(5) Chn 6 h theo nhm s ngu nhin ban u; sau chn 6 h nhm s ngu nhin tip
theo ...n khi 30.
u im ca phng php ly mu ny l c tnh hiu qu v linh hot hn ly mu mt giai
on. Ngoi tr nhng n v ca giai on th nht, cu trc mu ch yu cu i vi nhng
n v chn ly nhng n v ph.
Nhc im: L thuyt phc tp khi p dng trn hin trng; qui trnh tnh ton kh khn cho
nhng ngi khng phi l chuyn vin thng k.
Phng php ly mu theo nhiu giai on c p dng khi danh sch ca cc n v ly mu
khng c sn, tng th nghin cu tri rng trn vng rng ln.
Nhng lu i vi vic chn mu
Hiu qu ly mu
Mt mu c coi l c hiu qu thng k hn mt mu khc (theo phng php chn mu
khc nhau) khi c cng mt kch thc mu nhng sai s trung bnh nh hn. Ni cch khc,
mt mu c hiu qu thng k hn, khi mc chnh xc cho (sai s tiu chun) th c kch
thc mu nh hn.
Mt mu c coi l c hiu qu kinh t hn mu khc, khi vi mt chnh xc mong mun,
ph tn iu tra l thp hn. Mt cch l tng, ngi nghin cu lun mun t c chnh
xc cao vi mt ph tn thp. Tuy nhin, trn thc t, s chnh xc c lin quan kch thc mu,
ngha l s chnh xc cng ln th ph tn cng cao.
87

Kch thc mu trong chn mu phi xc sut

Quyt nh v kch thc mu trong chn mu phi xc sut thng c xc nh mt cch ch
quan ch khng da theo cng thc tnh ton nh chn mu xc sut. Ngi nghin cu quyt
nh kch thc mu m theo cm tnh ca h l i din cho tng th. Trong nhiu cuc nghin
cu, s hn ch v ti chnh l yu t quan trng nht i vi vic xc nh kch thc mu
thch hp.
Kho st mt tham s v kho st nhiu tham s
Khi xc nh kch thc mu trong phng php xc sut, iu quan trng l la chn tham s
no tnh ton, bi v kch thc mu c xc nh theo tham s ny cha chc chn l ph
hp vi tham s khc.
Trn thc t, khi s dng bn cu hi, ngi nghin cu thng chn mt vn m h cho l
quan trng nht (vn then cht ca cuc nghin cu), v da trn vn , s xc nh kch
thc mu tng xng.
Vn v t l tr li
Him c mt cuc iu tra no m s lng bn cu hi gi i (theo kch thc mu c
chn) bng vi s lng bn cu hi thu v, tc l t l khng tr li lun lun tn ti, v do
vy s lm gim kch thc mu, tng ng l sai s gia tng. S khng tr li c th do l bn
cu hi khng n c ni nhn hoc ngi nhn c bng cu hi t chi tr li. Chnh v
th, cc n lc nhm gia tng t l tr li lun l vn quan trng gim bt sai s do khng
tr li. Sau y l mt s gii php nhm c gng gia tng t l tr li:
- Gi th trc thng bo cho ngi phng vn v ngh h hp tc.
- Khi gi th, cn lu hnh thc v cht lng bao th, tem.
- S ng vin bng tin hoc tng phm s lm gia tng t l tr li.
- i vi cc vn ring t cn m bo vic du tn hay gi b mt.
- Nn c nhng cuc tip xc sau khi ngi tr li nhn c bn cu hi.
- Hun luyn, tuyn chn nhn vin phng vn k lng s gp phn tng hiu qu tip xc.
T CHC THU THP D LIU
Sau khi lp k hoch thu thp d liu v chn mu nghin cu hon tt, vic thu thp d liu
bt u. Trong giai on thu thp d liu cn t c hai mc tiu:
- Phi ti a ha vic thu thp d liu t cc i tng c hi kin.
- C gng gim n mc ti thiu nhng sai st thuc nhiu i tng khc nhau.
t c nhng mc tiu trn, ngi nghin cu phi lun i ph vi ba vn sau:
- Thi gian: Thi gian tin hnh thu thp d liu lun b hn ch v chi phi n kh nng
tip xc c cc i tng cn hi kin.
- Ngn sch: Chi ph c th khng trang tri hoc b ct gim nn kh c th thc hin
c cng vic mt cch y theo mun.
- Mi trng thu thp d liu: Con ngi rt khc nhau v tr nh, ng c hnh ng, mc
tch cc, s t cao v s nghi ng. Tt c cc bin s k trn u c th lm gim tnh chnh
xc ca nhng thng tin thu thp c.
Trong phn ny, chng ta s cp n cng tc thu thp d liu ti hin trng.
88

T chc thu thp d liu ti hin trng

C nhiu cch thu thp d liu ban u nh c trnh by trong chng III, phn ny tp
trung vo vic phc tho quy trnh thc hin mt phng php thu thp d liu c quyt
nh la chn trong d n nghin cu.
Quan st
Chng trnh quan st:
Chng trnh quan st c th c xc nh chi tit gm vic tr li cc cu hi sau:
- Ai? Nh nghin cu phi cung cp nhng c im c th xc nh i tng quan st.
- Ci g? Xc nh cc chi tit c bn quan st vin bit phi ghi chp iu g.
- Khi no? Thi gian c ch nh quan st. Quan st vo mt ngy hay mt tun c bit,
quan st trong mt khong thi gian nht nh (v d mt gi quan st 30 pht).
- u? Quan st vin phi c bit cn quan st u, a ch, a im quan st.
- Cch no? Cch hnh ng quan st i tng, c th cho bit hay khng cho bit s hin
din ca quan st vin.
Phng vn c nhn trc tip
Phng vn c nhn trc tip l s tip xc c nhn qia ngi phng vn v i tng phng
vn. y l phng php thun li nht thu thp thng tin, ng thi cng l phng php
t tin v tn thi gian, i khi d phm sai lm nht.
Bn cht ca vic phng vn l mt tin trnh tip xc gia hai c nhn, trong mt ngi c
gng rt ra nhng d liu hay phn ng, quan im ca mt ngi khc (i tng).
Qu trnh phng vn c nhn trc tip bao gm nhiu cng vic c th tm tt nh sau:
- Thc hin mt chng trnh mu trn mt vng c xc nh v gp g nhng ngi c
chn phng vn.
- Phn pht nhng bng cu hi ph hp vi bn hng dn.
- Ghi chp nhng phn ng ca ngi tr li mt cch chnh xc theo nhng phng thc
c hng dn.
- Chuyn d liu thu thp c v trung tm xem xt v x l trong thi gian qui nh.
- Hon thnh cng tc nghin cu trn hin trng theo kinh ph cp.
Phng vn bng in thoi
Vi phng php ny, ngi phng vn v i tng ch tip xc qua ging ni. Vic phng
vn qua in thoi c tin hnh qua cc bc cng vic nh sau:
- Gi s in thoi c lit k trong chng trnh ly mu, tm gp ngi c xc nh
trong chng trnh .
- Khi gp ngi truyn t bn cu hi km vi bn hng dn.
- Ghi chp chnh xc phn ng ca i tng theo cch c trnh by trong bn hng dn.
- Chuyn cu hi c tr li hon tt cho ngi c trch nhim x l d liu.

89

Phng vn bng th tn
Trong iu tra bng th tn, vic tip xc vi i tng c thc hin qua bu in, khng s
dng ngi phng vn - trung gian nn vic truyn thng trc tip v n gin hn. Tt c cng
vic c chuyn cho nhng ngi vn phng trung tm v c tin hnh c th nh sau:
- Su tm hoc mua danh sch, a ch ca cc loi i tng cn thit c tr trong vng c
chn lm mu.
- Ghi a ch ln b th, b bn cu hi v nhng ti liu khc vo v gi cho nhng ngi
c chn phng vn. Trong mt thi gian qui nh, vi nhng i tng khng tr li th
gi th ln na vi bn cu hi km theo v li yu cu gi th tr li.
- Xem xt cc bn cu hi nhn c v chun b x l d liu.
S thnh cng ca vic nghin cu bng th tn ph thuc vo hai yu t:
- Bn cu hi c son tho v nhng thng tin hng dn.
- S gim st ca nh nghin cu.
Nhng sai lm thng xy ra khi nghim cu thc a
Hai mc tiu ca nghin cu ti hin trng l khai thc ti a ngun d liu thch hp v gim
thiu nhng sai st ca ngi phng vn. Trong phn ny chng ta bn n nhng sai lm c
kh nng xy ra l vic bp mo v din t v cn c nhng thng tin m i tng cung
cp. Nu nh nghin cu hiu bit v nhng loi sai lm c th c hin trng, h c th ngn
nga gim bt nhng sai lm .
Trong nghin cu hin trng thng mc nhng sai lm do nhng nguyn nhn sau y:
Sai lm do la chn i tng
Vic la chn thnh phn thc hin mu c th a n 3 loi sai lm:
- Thu thp thng tin ni khng thch hp.
- Thu thp thng tin nhng ngi khng thch hp.
- B qua nhng thng tin ca nhng ngi l ra phi c phng vn trong mu.
i vi tng loi thng tin (trc tip, qua in thoi v qua th tn), kh nng xy ra cc loi sai
lm ny c th khc nhau:
- Phng vn c nhn trc tip phi i ph vi nhng sai lm do phng vn sai ch v sai i
tng, nhng loi sai lm ny c th gim st trong chng mc nht nh no .
- Phng vn qua in thoi c nhiu ri ro do phng vn nhm ngi. Cn phi c nhng cu
hi khi u xc nh ng i tng, tuy nhin vic kim tra ny kh thc hin c
trong vic phng vn bng th.
Sai lm do thc hin khng y
Sai lm ny ph bin c 3 phng php nghin cu:
- Trong phng php th tn thng c nhng th c tr v do khng c ngi nhn v iu
ny khng th sa c. Trong chng mc no sai lm ny c th trnh c bng cch
loi nhng a ch li thi ra khi danh sch.
- Trong phng php phng vn trc tip, khng thc hin y vn xy ra do ngi phng
vn b st mt s n v dn c hoc c lng trnh mt s n v khc.
90

- Trong phng php iu tra bng in thoi, ngi phng vn c th khng tip xc c
vi tt c cc i tng phng vn qua in thoi do c mt s ngi khng c nh v c
nhng h khng c in thoi. Khi nhng ngi ny ng vai tr quan trng trong d n
nghin cu th sai lm do khng thc hin y ny tr nn ng k, nh hng n
chnh xc ca kt qu.
Sai lch do khng tr li
Khng tr li l nhng sai lch thng gp nht trong ly mu ti hin trng. L do l:
- Khng tip xc c vi i tng do h vng mt hoc khng n lc tip xc vi h.
- Ngi c tip xc khng cung cp nhng thng tin mong mun.
Do nhng sai lch nu trn nn trong mi cuc nghin cu vic ly mu chnh xc l vn cn
lun c quan tm v xem xt cn thn.
Vi phng php phng vn bng in thoi th sai lch khng tr li t xy ra v t phc tp
hn, t l tr li thng cao hn. Cn i vi phng php phng vn qua th, t l tr li
thng rt thp, khong t 15 - 30% v thng thng th d liu thu thp c c th khng c
tnh tiu biu v khng ng i tng (ngi tr li th cha hn l i tng m cuc phng
vn hng n, v d con ci tr li thay b, m...)
Cc phng php nng cao t l tr li v gim cc sai st:
- i vi phng vn c nhn trc tip: Trong phng vn c nhn trc tip thng gp hai kh
khn l: tm a ch v n nh ngi chn mu phng vn; v khi tm c, h c
chp thun cho phng vn hay khng?
C th gii quyt bng hai cch:
+ Gi in thoi bo trc: Cch ny tn km nhng trong trng hp phng vn nhng
nhn vt c vai tr quan trng i vi cuc nghin cu th nn lm.
+ Vit th bo trc cho ngi s c phng vn v tnh cht, tn ngi phng vn v thi
gian phng vn.
c chp thun tr li phng vn, n v t chc nghin cu c th s dng cc th
thut v cc bin php thch hp cho tng trng hp nh:
+ Tr tin cho ngi c phng vn trong mi cuc phng vn.
+ in thoi xin phng vn ch mt s t cu hi m thi. Nu c ng nhn vin phng
vn n v c th hi nhiu hn giao hn.
+ Gi in thoi vo nhng thi im khc nhau trong ngy hoc xp lch phng vn trc
gim chi ph.
Khi phng vn chung nhiu ngi vi mt mu tng qut, c th i n nhng ni c nhiu
ngi mua sm v tin hnh phng vn tht nhanh v gn (khng dng trong trng hp
phi ly kin ca nhng khch hng c bit).
- i vi phng vn bng in thoi:
Phng vn bng in thoi gp kh khn ln nht l nhng s in thoi c chn li khng
c trong danh b. Phng php x l trong trng hp ny n gin l chn li, cng theo
phng php ngu nhin.
- i vi thm d kin bng th:
91

Nhc im chnh ca phng php ny l t l khng hi p cao. Cch khc phc:

+ C nhng n lc theo di bng gi th nhc (t 2 - 3 ln), gi thip nhc, hoc dng in
thoi nhc (cn ht sc t nh).
+ Tin hnh thu thp d liu tp trung vo mt nhm ngi c quan h vi cng ty trc,
sn sng hp tc vi cng ty.
+ Nu kt hp phng php kho st bng th vi phng php bng s ghi chp th
chnh xc s tng ln.
Nhng sai st trong giao tip gia ngi phng vn v ngi c phng vn
Trong qu trnh hi v tr li, ngi phng vn t cu hi v ngi c phng vn tr li,
khi nhng sai lm trong giao tip gia hai bn c th xy ra v nh hng n tnh chnh xc
ca cuc iu tra. Nhng sai st ny bao gm:
- Nu khng c mi quan h tt gia hai bn, i tng phng vn s e d khng tr li, hoc
khng ch n cu hi. C th to tin tng bng giy gii thiu ca cng ty.
- Nu hai bn quen bit nhau kh r th ngi c phng vn s b nh hng ca ngi
phng vn v ngc li, lm gim tnh khch quan ca cuc iu tra.
- Ngi phng vn khng theo st yu cu hng dn ca bng cu hi, khng gii thch v
tnh cht ca cuc iu tra, hoc c gii thch nhng khng chnh xc.
- Cc cu hi c th b b bt v qu vi hay v cu th.
- Ngi c phng vn tr li khng st vi yu cu, cung cp nhng thng tin khng cn
thit, tr li khng nht qun hoc khng kh nng tr li (kh nng din t).
Nhng sai st trong lc ghi chp
Trong qu trnh ghi chp, ngi phng vn c th c qu t thi gian hoc khng ch ghi
m phi dng cch vit tt hoc ghi tht nhanh nn xy ra mt s sai st lm nh hng n
ni dung ca cuc phng vn. Nhng sai st thng gp l:
- Ngi phng vn dng cu tr li ca mnh thay cho cu tr li ca ngi c phng vn
hoc sa i theo cch nhn, cch hiu ca mnh.
- nh du sai st trong cc cu hi trc nghim.
- Trong nhng cuc phng vn c tnh cch thn mt phi ch n khi kt thc mi bt u
ghi chp, th khi vic ghi chp rt d mc sai lm (khng th nh ht ni dung).
- Nhng cu hi c nhiu cch tr li trn in thoi gy nhiu kh khn cho vic ghi chp v
ngi phng vn va phi li cun s ch ca ngi tr li va phi ghi chp.
S gi mo
- i khi ngi phng vn a ra nhng cu hi gi v v h thy rng ngi tr li khng th
tr li hoc b st cu hi.
- Lm gi cuc phng vn. Vic lm gi cuc phng vn thng xy ra khi ngi phng vn
phi thu thp d liu ti vng qu xa xi m ngi t chc nghin cu khng th gim st
c. C th hn ch s gi mo bng cch tuyn chn nhng ngi ng tin cy v dng
nhng phng php qun tr hu hiu.

92

Qun tr vic thu thp d liu ti hin trng

Qun tr tt gi vai tr quan trng trong s thnh cng ca cng tc phng vn. Cc chng
trnh nghin cu s dng phng php phng vn c nhn trc tip phi c qun l tht tt v
ni phng vn c th xa, s lng ngi phng vn nhiu... do c th lm tng kh nng
sai lm v gim tnh hiu qu.
Vic qun tr thc hin theo 5 giai on sau:
(1) Kho st th.
(3) Tuyn chn nhn vin.
(4) Hng dn nhn vin.
(5) Gim st.
(6) Kim tra.
Kho st th
Kho st th l vic p dng ton b nhng phng php thu thp d liu i vi mt nhm
ngi c la chn ging nh vic tin hnh mt d n nghin cu trong thc t.
Qua kho st th, ngi ch o vic thu thp d liu c th khm ph ra nhng im cn iu
chnh nh: vic trnh by mc ch phng vn khng r rng, sp xp cc cu hi khng ng
th t, dng nhng t kh hiu, hi nhng cu hi khng c trong bng cu hi, khng kh
nng kch thch vic tr li... v tin hnh vic iu chnh bng cch tuyn chn li nhng
ngi phng vn cho ph hp vi thc t, loi b nhng hng dn khng r rng v sa cha
nhng khuyt im, sai st khc.
Tuyn chn nhn vin
Ngi phng vn c giao nhim v thu thp d liu nn i hi h phi c nghip v phng
vn vng th cht lng, tnh chnh xc ca d liu thu thp mi cao.
Nhng tiu chun sau y cn c xem xt khi tuyn chn nhn vin phng vn:
(1) Hc vn: Phi c v vit kh, c trnh ph thng hoc i hc.
(2) Gii tnh : N c u tin hn nam. a s ngi phng vn l n v cng vic phng vn
thng c tnh cht khng thng xuyn v lm vic ngoi gi.
(3) Ging ni: Ging phi m nh, d nghe khin ngi c phng vn cm thy d chu lc
tip xc v lm vic.
(4) Kinh nghim: Ngi c kinh nghim c u tin v lm cng vic hiu qu hn v vic
o to thm mt thi gian.
Hng dn nhn vin
Vic hng dn nhn vin nn bao gm c l thuyt v thc hnh. Ti liu phi c vit r
rng, d hiu v thng bao gm nhng im sau:
- Mc ch ca cuc nghin cu (khng c cho bit ngi hoc c quan ti tr).
- Thi im bt u v kt thc.
- S lng ngi s c phng vn; chn ngi u v cch chn nh th no; phi lm g
gii quyt nhng trng hp ngi c phng vn khng c nh.
- Cch t gii thiu v m u cuc phng vn.
93

- Cch t cu hi, th t cu hi.

- Phng php gi v cch ghi nh.
- Cch xc nh ni dung chnh,nhng im cn quan tm ca mt vn .
- Cch nghin cu v sa i mt bng cu hi trc khi np.
- X l mt bng cu hi c tr li.
- Khi no ngi c phng vn c tr lng, bao nhiu?
- Tiu chun nh gi cht lng cng vic.
Qua qu trnh hun luyn, hc vin s c cung cp nhng kin thc v k nng cn thit. 4
phng php sau thng c cc t chc s dng hun luyn nhn vin phng vn:
- (1) Dng ti liu vit, s tay hng dn.
- (2) Dng cc bi ni chuyn v cc bui phng vn lm mu.
- (3) Thc tp trn lp: Hc vin thay nhau ng vai tr ngi phng vn v ngi tr li.
- (4) Thc tp thc t: y l giai on gip ngi hc vin lm quen vi cng vic c th t
cch g ca n cch ri nh sau khi phng vn.
T chc hun luyn trc tip tp trung l cch l tng nht, tuy nhin trong mt s trng hp
c th hun luyn theo li hm th, hoc khng cn hun luyn trc tip (cng vic khng c g
mi v ngi phng vn c kinh nghim). Trong thc t thng p dng c hai phng
php. Thi gian hun luyn thng thay i ty theo tng d n, c th t mt vi gi n mt
vi ngy.
n gin ha qu trnh thc hin, trong qu trnh thc hin, chng ta c th p dng mt s
bin php sau y:
- (1) Ngi phng vn c th c trang b thm cc bn gii thch, bn gii thiu... Cc ti
liu trn cng vi cc biu , tranh nh, bn trc nghim, cc yu cu phi c tr li s
c trao cho ngi i phng vn.
- (2) Ngi i phng vn khng cn t cu hi bng li m ch a bn cu hi in sn
ngi c phng vn in vo. C th i ly hoc tr li nhn bn tr li sau mt thi gian
no .
- (3) Dng bng ghi m gim nh cng vic cho ngi phng vn v lm cho vic ghi nhn
chnh xc hn, c bit l trong nhng cuc phng vn c tnh chuyn mn cao.
- (4) Hn trc bng in thoi trc khi n nh phng vn.
- (5) tng tnh chnh xc c th p dng nhiu cch khc nhau ci tin cch son tho
cc cu hi lm cho ngi c d hiu hn.
Tm li, kha hun luyn phi cung cp cho hc vin tt c cc k nng, kin thc c lin quan
n cng vic, lm cho h hiu r mc ch ca cuc phng vn v cch gii quyt nhng
tnh hung bt ng.
Gim st - Kim tra
Nhim v ca nhng nhn vin gim st:
- Hun luyn, gip , quan st cng vic.
- Sp t chng trnh v c th lp bng a ch n phng vn.
94

- Mn mt s nhn vin phng vn a phng lm gip nu xa vn phng trung tm.

Ngi gim st phi lin lc thng xuyn vi nhn vin phng vn ang lm vic cc a
phng khc nhau, ng thi phi bo co vi cng ty. Nhim v quan trng nht ca cng tc
gim st l thu thp c nhng thng tin cn thit nh gi vic hot ng ca nhn vin
phng vn.
nh gi nhn vin phng vn:
Nhn vin phng vn c th c nh gi theo mt s tiu thc sau y:
- Chi ph: Chi ph bao gm thi gian (dng phng vn, i li, gii quyt nhng cng vic
hnh chnh), nng sut (c nh gi qua mt s lng cc cuc phng vn hon tt) v
cc ph i ng.
- T l tr li: Vic nh gi t l tr li phi c thc hin kp thi, ng lc c th ra
cc bin php sa cha kp thi, thch hp, do cc bn bo co nh k v t l t chi l
rt quan trng. Trong trng hp mt s ngi t chi qu mc qui nh, ngi gim st
phi gp cho nhn vin ngay lp tc.
Phng php gim st :
Trong phng vn ti hin trng, c 2 phng php gim st:
- Cng i vi nhn vin phng vn v quan st.
- Nghe mt s nhn vin phng vn gii thiu m u.
Trong hai trng hp trn, ngi gim st c th a ra nhng gi gii quyt cc kh khn
khi chng xut hin.
- Cht lng d liu: nh gi cht lng d liu thng qua cc yu t: d c, theo ng
hng dn, ghi ng nhng g ngi c phng vn tr li v tm tt ni dung, ghi chp
y gip cho vic m ha c d dng.
- Cht lng cuc phng vn: bit cch nhn vin phng vn thu thp d liu, ngi gim
st phi trc tip quan st qu trnh phng vn v ch n nhng im sau y:
+ Gii thiu thch hp.
+ Hi cu hi chnh xc.
+ Cch gi tr li t nh.
+ Mi quan h gia hai bn.
TM TT
nghin cu cc c im ca mt tng th, ngi ta c th thc hin iu tra ton b. Tuy
nhin ngn sch v thi gian thng c hn, qui m tng th li thng ln nn thch hp hn
l s dng mt mu iu tra.
Trong ly mu ngi ta phn bit gia cc k thut ly mu theo phng php xc sut v cc
k thut ly mu theo phng php phi xc sut. Cc k thut ly mu theo phng php phi
xc sut da vo s phn on ca nh nghin cu, nhng c lng khng c dng suy ra
cho tng th. Cc k thut ly mu phi xc sut thng dng l ly mu tin li, ly mu theo
phn on, ly mu tch lu nhanh v ly mu kim tra t l. Trong phng php ly mu xc
sut, cc n v iu tra c chn ngu nhin. Ly mu theo phng php ny, cc c lng
95

c th suy din thng k cho tng th. Cc k thut ly mu phi xc sut bao gm ly mu
ngu nhin n gin, ly mu ngu nhin phn tng, ly mu h thng, ly mu theo cm, chn
mu nhiu giai on.
c c kt qu cao trong nghin cu marketing, vn t ra cho ngi lm cng tc
nghin cu marketing l lm sao gim thiu nhng sai st gp phi trong thu thp d liu ti
hin trng, to iu kin cho vic x l cng nh ti a ha thng tin thu thp c. lm
c iu , i hi phi thit k chng trnh thu thp thng tin mt cch y v kh thi.
Qu trnh thu thp d liu ti hin trng c th to ra nhng sai s trong nghin cu l do: la
chn sai i tng; khng thc hin c y ; khng tr li; sai st do qu trnh giao tip
gia ngi phng vn v ngi c phng vn; sai st xy ra do ghi chp. Cn phi c cc
bin php gim bt nhng sai st khi thc hin thu thp d liu do t ph ngi tr li nh
gi in, vit th bo trc, tr tin, tng qu cho ngi c phng vn... trnh nhng sc
p tm tm l hoc kch thch s hng th khi tham gia phng vn.
S thnh cng ca ca vic thu thp d liu cn lin quan n xc nh ng i tng hi v
m bo cht lng ngi phng vn nn qun tr tt thu thp d liu l mt cng vic quan
trng nhm gim thiu nhng sai lm v tng tnh hiu qu trong cng tc thu thp. Qun tr thu
thp d liu bao gm cc ni dung: kho st th (khm ph nhng iu cn iu chnh v iu
chnh thch hp, loi b nhng sai st), n gin ha th tc lm vic, tuyn m nhn vin
(ngi nhn vin phi c trnh tay ngh, c mt s kh nng ring ph hp vi cng tc thu
thp thng tin), hng dn nhn vin (c l thuyt v thc hnh), gim st, kim tra qu trnh
thc hin.
CU HI
1. Ti sao phi thc hin iu tra theo mu m khng iu tra ton b tng th?
2. Nhng k thut ly mu xc sut v phi xc sut?
3. Cc loi sai s thng gp trong nghin cu? M t nhng l do chnh ca sai s lin quan
n thu thp d liu ti hin trng?
4. Lm th no hn ch c sai s lin quan n thu thp d liu ti hin trng?
5. Knh truyn hnh VTV3 mun bit c nh gi ca khn gi i vi cc chng trnh
ca knh. Hy cho bit tng th ca nghin cu ny? K thut ly mu no s c chn?
6. Mt ca hng dng c th thao cao cp mun bit thi ca khch hng v sn phm v
dch v khch hng ca h. Hy cho bit tng th ca nghin cu ny? K thut ly mu no s
c chn?
7. Cc nguyn nhn gy sai lm trong nghin cu thc a v nhng phng php khc phc
cc sai lm .
8. Ti sao cn phi qun tr vic thu thp d liu ti hin trng.
9. Ngi phng vn phi c c nhng tiu chun no?
10. Hy son tho mt vi ch dn lin quan n vn thc hin thu thp d liu thc a cho
nhm sinh vin thc hin mt nghin cu bng cch phng vn c nhn ti nh.

96

TI LIU THAM KHO

Donald H. Sanders, Statistics: A First Course (New York: McGraw Hill, 1995), 173.
Adamantios Diamantopoulos and Bodo B. Schlegelmilch, Taking the Fear Out of Data Analysis
(London: The Dryden Press, 1997), 120121.
P.J. Lavrakas, Telephone survey methods: Sampling, selection, and supervision, Applied Social
Research Method Series, vol. 7 (Newbury Park, Calif.: Sage, 1987).
Shiraz Mishra, David Dooley, Ralph Catalano, and Seth Serxner, Telephone health surveys: Potential
bias from
noncompletion, American Journal of Public Health, vol. 83, no. 1 (January, 1993): 9499.
Thomas T. Semon, A good sample of accounts may not always be a good sample of your customers,
Marketing News (April 25, 1994): 8.
Barbara A. Bailar, Does sampling work? Business Economics, vol. 32, no. 1 (January, 1997): 4753.
Niels Schillewaert, Fred Langerak, and Tim Duhamel, Non-probability sampling for WWW surveys: A
comparison of methods, Journal of the Market Research Society, vol. 40, no. 4 (October, 1998):
307322.

97

CHNG BY

CHUN B D LIU V X L D LIU

NI DUNG CHNH

Chng ny cp n cc ni dung chnh sau:

-

Chun b d liu x l

Cc phng php v nguyn tc m ho d liu

Mt s vn lin quan n x l v din gii d liu

Bng phn phi tn sut v bng so snh

c lng tham s

ng dng tin hc vo phn tch d liu nghin cu Marketing

Phn tch thng k m t

98

CHUN B D LIU
Quy trnh phn tch v x l bt u sau khi d liu c thu thp. Nhng trc khi x l phi
din gii cc d liu ra mt dng thch hp v nhng d liu mi c thu thp vn cn dng
''th'' cha th x l ngay c m chng cn c sp xp, c m ha theo nhng cch thc
nht nh d dng cho vic s dng my vi tnh tr gip x l d liu sau ny.
Lm cho d liu c gi tr
Sau khi thu thp d liu phi kim tra cc d liu bo m chng c ngha, tc l c gi tr
i vi vic x l v phn tch. Vic lm cho d liu c gi tr tin hnh theo hai bc:
- Bc th nht: Tin hnh xem xt mt cch k lng cc phng php v cc bin php
c s dng thu thp d liu (tc kim tra cc cng c dng thu thp d liu)
- Bc th hai: Tin hnh nghin cu k cc bng cu hi c phng vn v nhng ch dn
v th tc phng vn pht hin ra nhng nguyn nhn dn n cc sai st.
Hiu chnh d liu
Do nhng nguyn nhn khch quan v ch quan, qu trnh thu thp d liu d c chun b chu
o vn cn c th tn ti nhng sai st, v vy phi hiu chnh d liu c ngha i vi qu
trnh nghin cu. Hiu chnh d liu l sa cha cc sai st v ghi chp hoc ngn t pht hin
c qua kim tra. Trong khi hiu chnh cn sa cha nhng sai st ph bin sau:
- Nhng cuc phng vn gi to do ngi i phng vn pha ra
- Nh cu tr li khng y (l nhng cu tr li khng r hoc tr li na chng)
- Nhng cu tr li thiu nht qun.
- Nhng cu tr li khng thch hp.
- Nhng cu tr li khng c c.
C 3 cch tip cn c s dng x l cc d liu ''xu'' t cc tnh hung .
Quay tr li ngi i phng vn hay ngi tr li cu hi lm sng t vn
Vic lin h vi cc c nhn tm cu tr li ng lm ny sinh hai vn :
- Lm tng chi ph v s qu t nu cuc kho st c quy m v chi ph phng vn ny c
tnh trong d n nghin cu. Theo kinh nghim, ngwi nghin cu c th khng cn tm cch
thu thp thm d liu nu t l cc cu hi nghi vn tng i nh v / hoc quy m ca mu
tng i ln (t l cc cu hi nghi vn nh hn 20% v mu ln hn 500).
- Nu quyt nh i ngc tr li thu thp d liu, nhng d liu mi c th s khc vi d
liu c thu thp trong cuc phng vn u tin do cc c nhn c th khng nh thng tin
cn thit, cng nh c th do s dng phng php khc v iu ny nh hng rt ln n kt
qu ca cu tr li (lin quan n tin cy ca cuc iu tra).
Suy lun t nhng cu tr li khc
Theo cch ny, ngi hiu chnh phng on t cc d liu khc lm r cu tr li no ng.
Nhng y l cch lm y ri ro. Kh c th minh nh c cc quy lut suy lun cc cu
tr li. Do an ton khi hiu chnh d liu, ngi nghin cu cn ht sc thn trng vi
phng php ny, v khng nn suy lun mt cu tr li tr phi bit tng i chc chn v
nh ca ngi tr li.
Loi ton b cu tr li
99

y l vic d thc hin nht. Theo cch ny, ngi hiu chnh ch vic loi i nhng cu tr li
c nghi vn. Trong trng hp quy m ca mu tng i ln, ngi hiu chnh c th loi b
ton b cc cu tr li nu thng tin thiu nht qun v ngi hiu chnh khng th gii quyt vn
thiu nht qun trong cc d liu c thu thp t cc i tng phng vn. Tuy nhin,
khuyt im trong cch tip cn ny l s thin v trong kt qu nu nhng ngi tr li thiu
nht qun b loi ra khi cuc nghin cu, khi kt qu t c s b lch nu kin nhng
ngi tr li b loi ny khc vi nhng ngi cn c gi li trong mu iu tra.
Mt cch gii quyt khc l tp hp mt bo co ring cc loi d liu b thiu hoc khng nht
qun, khng rng nu ngi nghin cu tht s tin rng cc d liu c th c ch cho vic ra
quyt nh ca cc nh lnh o.
CU TRC V M HA D LIU
M ha d liu l mt qu trnh lin quan ti vic nhn din v phn loi mi cu tr li trn mt
k hiu c ch nh (k hiu c th bng s hoc bng ch). D liu ny phi c m ha th
my in ton mi c v x l c.
Cu trc d liu
Cu trc ca d liu l cch sp xp thng tin c tr li vo v tr lu tr d liu ca my
in ton. Do cc nh nghin cu phi t chc cc d liu c m ha thnh mt cu trc
thch ng ca cc d liu.
M ha d liu
Vic m ha c th c thc hin vo mt trong hai thi im, l m ha trc v m ha sau:
M ha trc
M ha trc l vic quyt nh chn cc m s cho cc cu hi v cc phng n tr li t khi
thit k bn cu hi, v do vy c th in ngay cc m s ln bng cu hi. Hnh thc m ha ny
thch hp cho cc cu hi dng lun l (ch chn mt trong hai cch tr li: c, khng) hay dng
chn mt trong cc cu tr li ghi sn. i vi cc cu hi ny ngi nghin cu nh r c
cu tr li v do d dng k hiu cho cc cu tr li . Vic m ha ny c tc dng lm
gim i rt nhiu khi lng cng vic trong bc chun b d liu.
lm r ta hy xem xt v d v mt phn trong bng cu hi v sn phm ti vi sau y:
Q1. B/ c c TV hoc xem ti vi khng ?
Khng

(0) chm dt v sang phn k.

C

(1) hi tip t Q2a

Q2a. B/ c thng bao lu xem TV mt ln ?
Mi ngy/ hu nh mi ngy
(1)
4-5 ngy/ tun
(2)
2-3 ngy/tun
(3)
1 ln/ tun
(4)
2-3 ngy/ thng
(5)
1 ln/ thng
(6)
Khng thng xuyn
(7)
Khng xem
(8) chuyn sang cu hi tip theo
Q2b. Ln gn y nht b/ c xem TV khi no ?
Ngy hm qua
(1)
Trc ngy hm qua
(2)
100

Q2c. Trung bnh, mt ngy bnh thng trong tun b/c xem chng trnh TV trong bao lu?
t hn 1 gi

(1)
T 1 n 3 gi
(2)
T 3 n 5 gi
(3)
T 5 n 7 gi
(4)
T 7 n 9 gi
(5)
Trn 9 gi
(6)
Q2d. Ngy cui tun (th by, ch nht) th b/c xem TV bao lu ?
t hn 1 gi
(1)
T 1 n 3 gi
(2)
T 3 n 5 gi
(3)
T 5 n 7 gi
(4)
T 7 n 9 gi
(5)
Trn 9 gi
(6)
M ha sau
Khi cc cu tr li thuc cu hi m, ngi nghin cu phi tn nhiu cng bin tp v cc cu
tr li theo tnh hung t do, khng nh sn. Khi phng vn, ngi phng vn phi ghi nguyn
vn cu tr li, v v th chuyn cc d liu nh vy sang mt hnh thc m my in ton c
th c c cn phi phn cc cu tr li theo nhng loi ging nhau v gn cho chng cc k
hiu m ha.
C hai cch:
- Cch th nht: Ngi nghin cu tin hnh m ha cc cu tr li trc khi nghin cu thc
a. Trng hp ny, ngi nghin cu phi d kin v mt l thuyt cc cu tr li hoc s
dng kinh nghim ca cc cuc nghin cu trc, ng thi mt thi gian hun luyn nhng
ngi i phng vn cch phn loi cc cu tr li c ghi nguyn vn ng loi m ha d
kin.
- Cch th hai: Ch n khi thu thp xong d liu mi tin hnh m ha. Khi , ngi nghin
cu phi xem xt ngu nhin 30% cc bn cu hi c tr li tnh ton cc loi tnh
hung tr li v m ha n. Trc khi m ha, phi r sot li ton b cc cu hi phng
vn xem xt c cn tnh hung tr li no khc khng. tin li cho vic phn tch, khng
nn phn loi qu 10 tnh hung tr li cho mt vn .
Cc nguyn tc thit lp kiu m ha
lm cho chc nng m ha c tt hn cn phi tun th cc nguyn tc sau y trong vic
thit lp cc kiu m ha.
- S kiu m ha thch hp: s kiu m cn phi ln bao qut ht c cc s khc bit
trong d liu. Nu s lng m qu t th c th mt s thng tin quan trng s khng c bao
qut.
- Nhng thng tin tr li c sp xp trong cng mt loi m ha th phi tng t nhau v
c trng nghin cu.
- Ranh gii r rng gia cc loi m ha
Vi cc c trng ang c nghin cu, nhng s khc bit v thng tin tr li gia cc loi
m phi khng ging nhau n mc xp vo cng mt loi m.
V d: Chng ta ang nghin cu c trng v tui tc ca ngi c hi, gi s cn tin hnh
m ha cc tnh hung tr li nh sau:
101

- Nh hn 20 tui
- T 21 tui n 30 tui.
- Trn 30 tui
Nu c mt cu tr li l 20 tui 4 thng th s khng r phi c xp vo loi no v khong
th nht phi l 20 tui v th 2 phi l t 21 tui n 30 tui. Khi ngi nghin cu phi
lm trn theo nguyn tc l 20 tui nh vy c xp vo loi th 1.
- Nguyn tc loi tr gia cc loi m ha: cc loi m ha phi khng c chng cho ln
nhau, cn phi thit lp chng nh th no bt c tnh hung tr li no cng ch c xp
vo mt loi m ha thi. ( c xp vo loi m ny th khng xp vo m khc)
- Nguyn tc ton din: theo nguyn tc ny, cu trc ca mt loi m phi bao qut c tt c
cc tnh hung tr li nhm m bo tt c cc tnh hung u c m ha.
- Nguyn tc ng kn nhng khong cch lp: theo nguyn tc ny, khng c m
khong cch lp ca m ha, bi v vic khng ch r nhng gii hn v khong cch lp s
lm lu m i nhng gi tr phn tn hai u mt ca dy phn phi v do s khng cho
php tnh ton c gi tr trung bnh ca nhng quan st trong mi khong cch lp.
V d, xem xt vic m ha cu hi v thu nhp bnh qun u ngi ca nhng ngi c
phng vn:
Mc thu nhp

M ha

T 100USD - 200USD

Trn 200USD - 300USD

Trn 300USD - 400USD

Trn 400USD -500 USD

C th nhn thy nu m ha nh trn th s cha m bo ng kn nhng khong cch

lp v vi cc tnh hung tr li c thu nhp di 100USD hoc trn 600USD cha c m
ha mc d tn sut xut hin cc gi tr hai u mt ny rt nh.
- Nguyn tc v nhng khong cch lp: Khong cch cc lp nn c quy nh tng ng
nhau th tt hn l chng c rng thay i. Nu khng tun th cc nguyn tc ny c
th a n tnh trng khong cch lp thiu s dn tri ph hp. Tuy nhin, c th chp nhn
cc khong cch c rng khng tng ng nhau khi nh r cc loi m cha ng
cc phn tng i nh ca tng th m nhng c trng tr li t nhng phn nh c th
khng cung cp nhng thng tin hu ch no c.
- Nguyn tc nh im gia cc khong cch lp: i vi nhng cu hi m khi tr li ngi ta
hay lm trn s th nhng khong cch lp cn c thit k sao cho nhng con s c lm
trn (ln hn) ri vo nhng im gia ca khong cch lp.
Lp danh b m ha
Danh b m ha gm nhiu ct, trong tng ct cha ng nhng li gii thch v nhng m hiu
c s dng trong nhng trng d liu (data fields) v nhng mi lin h ca chng i vi
nhng cu tr li ca cc cu hi.
Chc nng ca danh b m ha l gip ngi lm m ha thc hin vic lm bin i t cu tr
li ra mt k hiu thch hp m my in ton c th c c, gip cc nh nghin cu nhn
din cc loi bin s khi in bn phn tch bng my in ton.
102

Lng thng tin ti thiu c cha ng trong mt danh b m ha i vi mt cu hi bao

gm: s ca cu hi, s ct cn c trong my in ton, tn ca bin s, vn ca cu hi v m
hiu c s dng.
- C phi ch cn m t b mt ca cc tnh hung no hay khng?
- C phi chng ta ang tm kim mt ngoi l hay mt dng no trong tnh hung hay khng?
- Cn d on trng thi tng lai hay gi tr ca mt bin hay khng?
- Nu c nhng mi lin h qu kh gia cc bin no th c cn lm r khng? Nu nh vy
chng ta c phi quan tm n nhng mi lin h bn trong gia cc bin hay khng?
- Chng ta c mun thm d cu trc bn trong ca mt hin tng b ngoi v phn ng ca
ngi tiu dng, qua tm hiu c hoc chng minh cho cc nguyn nhn bn trong hay
khng ?
- Nu dng m hnh th nghim th (1) c nhng bin thin cng chiu no gia cc bin thch
hp? (2) cc bin c bit no l ngun nhp cho tng phng php hay cho cc bng tnh, (3)
vic tnh ton c thc hin theo trnh t no?
- Nhng tnh ton no ph thuc vo kt qu tnh ton ca cc bc trc?
- Nhng tnh ton no phi ch i nhng kt qu ca cc tnh ton khc th mi i n quyt
nh kt qu ca chng c ngha hay khng?
- Nhng cu tr li cho cu hi th (3) i hi nhng php ton thng k phi c lp thnh
mt trnh t logic nht nh. Khi thit lp nhng trnh t nh th cn nu r nhng th t u
tin tnh ton v nhng g cn ang nghi vn i vi kt qu a ra.
V d, c th lp mt danh b m ha cho mu phng vn sn phm tivi nh sau:
Q1. C hoc khng xem tivi
Khng
C
Q2a. S ln xem tivi
Mi ngy/ hu nh mi ngy
4-5 ngy/ tun
2-3 ngy/tun
1 ln/ tun
2-3 ngy/ thng
1 ln/ thng
Khng thng xuyn
Khng xem
Q2b. Ln xem tivi gn y nht
Ngy hm qua
Trc ngy hm qua
Q2c. Thi gian xem tivi ngy thng
t hn 1 gi
T 1 n 3 gi
T 3 n 5 gi
T 5 n 7 gi
T 7 n 9 gi
Trn
Q2d. Thi gian xem tivi ngy cui tun

0
1
1
2
3
4
5
6
7
8
1
2
1
2
3
4
5
6
103

t hn 1 gi
T 1 n 3 gi
T 3 n 5 gi
T 5 n 7 gi
T 7 n 9 gi
Trn

1
2
3
4
5
6

MT S VN LIN QUAN N PHN TCH V DIN GII D LIU

Phn tch v din gii d liu x l c tc dng quan trng trong vic tm hiu v rt ra
ngha ca cc d liu, nh , cc cn c cho xut cc gii php s r rng v khoa hc hn.
Cng vic ny c tin hnh qua 2 giai on ch yu:
- Xp cc d liu th vo cc th bc c o lng
- Tm lc cc phng php phn tch lm r mi quan h h tng v cc ngha nh
lng gia cc d liu (trong cc ni dung sau chng ta s tm hiu mt s phng php phn
tch d liu da trn c s s dng cc thnh tu ca khoa hc thng k)
Vn hiu qu ca cng tc x l d liu
Nguy c lm cho ph tn v thi gian x l lu l nhng nguyn nhn khin cho cc nh nghin
cu phi quan tm n tnh hiu qu ca cng tc d liu. m bo tnh hiu qu ca cng tc
x l d liu cn phi ch n mt s vn sau:
- Vic chun b cc d liu x l phi lm sn trc khi a d liu n b phn computer.
Vic ny s tit kim c thi gian v trnh c nhng sai st ng tic do tnh trng cc d
liu th dn v trung tm tnh ton.
- Tin on trc cc d liu no l cn thit a vo x l v phn tch. Khng c ty tin
ct xn d liu v vic b sung d liu trong qu trnh x l s rt phc tp v tn nhiu cng
sc, tin bc. Nhng cng khng nn a qu nhiu d liu ru ria vo x l lm tng khi
lng tnh ton khng cn thit, kt qu phn tch s phc tp v nhiu khi v dng.
Tm li phi a v ch nn a nhng d liu cn thit cho mc ch nghin cu vo x l.
Bn cht ca s din gii
nh ngha
Din gii l lm ni bt ngha ca d liu, hay ni cch khc din gii l qu trnh chuyn i
cc d liu thun ty thnh thng tin. Ngi nghin cu s t n mc tiu ca qu trnh nghin
cu khi rt ra kt lun t nhng d liu phn tch. C hai giai on v suy ngh lgc dng
rt ra cc suy lun t d liu v c hai giai on u c ta thc hin d c thc hay khng:
l quy np v din gii.
Boveridge nh ngha cc giai on ny nh sau: Cc nh lgc hc phn bit r gia suy
lun qui np (t nhng v d c bit dn n cc qui tc chung, t d kin cho n l thuyt) v
suy lun din gii (t ci chung n ci c bit, p dng l thuyt vo mt trng hp no ).
quy np, ngi ta bt u t cc d kin, quan st chng v tin n mt s khi qut ha
gii thch mi quan h gia cc i tng c quan st. Ngc li, phng php din gii,
ngi ta bt u t cc qui lut chung v p dng chng vo mt trng hp c th.
Cc yu cu ca vic din gii
din gii tt, cn phi lu cc vn sau:
104

- Din gii mt cch trung thc v tnh to, khng nn phng i hay bp mo cc d liu
gy s ch .
- Lun khch quan v n gin trong din gii, khng nn lm phc tp ha vn .
- Lu n gii hn ca cc mu thng tin nh, tc l khng nn sa vo thi phng kt qu
quan st c t mt mu nh thnh khi qut miu t mt phm vi ln.
- Cng bng, khch quan vi mi d liu, khng nn c thnh kin hoc thin hng v mt kt
lun c bit no.
- Ch ng mc n cc cu tr li qu bt thng.
- Phn bit nguyn nhn v kt qu, khng nn nhm ln chng vi nhau.
Nhng lu v phn tch d liu
Chn phng php phn tch
Lnh vc phn tch d liu rt rng v vy, c rt nhiu phng php phn tch c th s dng.
Ngi nghin cu cn phi cn nhc nhiu kha cnh la chn phng php thch hp, bao
gm: c tnh ngu nhin ca d liu, cn nu bt ngha no ca kt qu nghin cu?, c xem
xt s sai lch ng k ca d liu khng?, qui lut phn phi ngu nhin ca d liu thuc i
lng nghin cu no?...
D liu tham s v d liu phi tham s
Nhng d liu c gi l tham s khi chng c phn phi xung quanh gi tr trung bnh hoc
gi tr trung tm ca chng mt cch i xng nhau, tng t nh ng cong ca hm s mt
phn phi xc sut chun.
Nhng d liu phi tham s th khc, chng khng c phn phi theo ng cong ca hm phn
phi chun.
Tng ng vi cc loi d liu , cc phng php kim nh gi thuyt c p dng c
nhng khc bit theo cc tiu chun kim nh khc nhau, do vy, khi phn tch d liu cn nhn
din r rng l loi d liu tham s hay d liu phi tham s.
S lng nhng bin s cn c phn tch
S lng nhng bin s thng hay thay i t mt n nhiu bin s:
Chng ta xp loi chng theo 3 nhm phng php phn tch:
- Phng php bin s n: trong ch c mt bin s duy nht c phn tch.
- Phng php bin s kp: c s dng tm hiu s lin h gia hai bin s.
- Phng php a bin: c s dng tm hiu s lin h gia cc bin s vi nhau.
Tnh c lp v ph thuc ln nhau
Lin quan n s lng bin s c phn tch l s lin h gia cc bin s vi nhau. T lin
h c s dng m ch s bin thin ca hai (hay nhiu) bin s s c nh hng gia chng
vi nhau. S c hai trng hp phn tch:
(1) Trng hp trong ch c mt bin s c kim nghim v tnh ph thuc ca n vi
nhng bin s c lp khc.
(2) Trng hp ngi nghin cu tm kim nhng mi lin h hay ph thuc ln nhau gia tt c
cc bin s.
105

LP BNG PHN PHI TN SUT V LP BNG SO SNH

Lp bng phn phi tn sut (lp bng theo th t ABC)
Hnh thc n gin nht trong x l d liu l sp xp chng theo chui s (hoc theo hng
tng dn t thp n cao, hoc gim dn t cao xung thp), sau phn chia thnh tng lp
(theo nguyn tc phn t trong thng k). loi bng n gin ny, cc dng d liu c th
hin bao gm:
- i lng nghin cu c phn t.
- Tn s quan st ng vi tng lp.
- Tn s tch ly.
Chng hn, sau khi thu thp cc d liu v thu nhp, ta c th sp xp chng nh sau:
Thu thp hng thng (triu ng)
Di 500.000 ng
T 500.000 ng n 1.000.000 ng
T 1.000.000 ng n 1.500.000 ng
T 1.500.000 ng n 2.000.000 ng
T 2.000.000 ng n 2.500.000 ng
Trn 2.500.000 ng

S ngi (Tn s)

Tn s ly tch

39
51
123
47
25
15

39
90
113
160
185
200

Lp bng so snh ton din

Trong dng bng ny ngi ta a thm cc nhn t nh hng phn tch c th hn c tnh
ca d liu. V d, khi nghin cu quan h gia thu nhp v gio dc (trnh hc vn), c th
lp bng dng sau:
Trnh
hc vn

Thu nhp (triu ng/thng)

Di 1,0

1,0-2,0

2,0-3,0

Trn 3,0

-Tiu hc
-Trung hc
- i hc
- Thc s
- Tin s
Nu xem xt thm mt s nhn t khch nh: Gii tnh, tui, ngh nghip... c th nh hng
n mc thu nhp tng ngi, khi c th xem xt tc ng ca nhiu nhn t n thu nhp, v
c th lp bng sau:
Trnh
hc vn
Nam

Thu nhp (triu ng/thng)

Di 1,0

1,0-2,0

2,0-3,0

Trn 3,0

-Tiu hc
-Trung hc
- i hc
106

- Thc s
- Tin s
-Tiu hc
-Trung hc
- i hc
- Thc s
- Tin s

kim tra s phn b d liu c th tun theo quy lut phn phi chun hay khng, hai tham s
m chng ta cp l tham s skewness v kurtosis, hai tham s ny biu hin "nhn" ca
phn phi tn sut.
H s skewness
Skewness l thc o mc khng i xng ca phn phi tn sut, cc gi tr trung bnh ( X ),
s mode (M0), s trung v (Md) u tham gia vo qu trnh xem xt. Trong mt dy phn phi c
dng i xng hon ton cc tham s trung bnh, trung v v mode c cng gi tr ( X = M0 = Md).
H s skewness nhn gi tr t -3 n + 3, nu d liu tun theo phn phi chun th thng s
skewness bng 0 v h s skewness c tnh nh sau:
Sk =

S
3( x M 0 )
hoc Z = k
s
s
n

Sk : H s Skewness
M0 : S Mode
s

: lch chun ca mu

x : S trung bnh mu

H s kurtosis
H s Kurtosis l thc o mc phng ca phn phi tn sut, nu d liu tun theo phn phi
Kurtose
chun th thng s ny bng 0. Tnh h s Kurtose t Z =
24
n
O LNG KHUYNH HNG HI T CA D LIU

C 3 tham s c bn lng khuynh hng hi t ca d liu l mt (mode), trung v

(median) v s trung bnh.
Mode: Mode l gi tr trung tm xy ra thng xuyn nht trong dy phn phi tn sut. N c
tnh ra d dng khi xp d liu v cc lp trong mt bng tn sut phn phi v mode l lp
cha s ln quan st ln nht.

S mode c tnh theo cng thc sau:

M

= L Mo +

d1
*i
d1 + d 2
107

Trong : Mo - Tr s mode
LMo - Gii hn di ca lp c tn sut xut hin ln nht.
d1 - Sai bit v tn sut ca lp c tn sut xut hin ln nht vi lp ng lin trc
n trong dy phn phi.
d2 - Sai bit v tn sut ca lp c tn sut xut hin ln nht vi lp ng lin sau n
trong dy phn phi.
i

- ln ca khong cch ca lp c tn sut xut hin ln nht.

Mt s c trng quan trng ca mode:

- D xc nh v c kh nng xc nh nhanh.
- C th xc nh v tr ca n trong dy phn phi m (opended distribution), tc l cc dy
phn phi m gi tr sau cng cha xc nh cn m cui dy.
- Mode c th khng tn ti trong mt dy phn phi, i khi c th khng tm ra c s mode
hoc c th c nhiu s mode. Mt dy phn phi c hai nh (gi l bimodal - hai lp cha
mode). Khi ta c th khng tm ra c xu hng trng tm ca phn phi.
- Mode khng b nh hng bi cc gi tr hai u (gi tr u cui) ca dy phn phi.
- Mode c th tiu biu cho dy phn phi nu nhng quan st c tp trung vo mt gi tr
hoc mt lp.
Trung v: Trung v (medial) th hin gi tr trung bnh tiu biu nht ca cc gi tr trong dy
phn phi, v n bng ng ngay gia gi tr cao nht v gi tr thp nht. Trc khi xc nh gi
tr trung v, cn phi sp xp cc d liu theo th t di ln hoc t trn xung. i vi nhng
d liu khng c phn nhm m s quan st l l th chn gi tr trung v rt d dng.

Gi tr trung v c xc nh theo cng thc:

M d = L Md

n
fc
+ 2
*i
f Md

Trong : Md - Gi tr trung v
LMd - Gii hn di ca lp cha trung v.
n - Tng tn sut trong dy phn phi
fc - Tn sut ly tch ca lp ng trc lp cha trung v.
fMd -Tn sut ca lp cha trung v.
i - ln khong cch lp cha trung v.
Mt s c tnh quan trng ca trung v:
- C th tnh c nhng bng phn phi m v gi tr trung v nm trong khong cch ca lp
cha trung v, v khong cch khng th l khong cch m.
- Khng b nh hng bi cc gi tr hai u mt ca dy phn phi, v vy, nu bng phn
phi c lch ln nn chn php tnh gi tr trung v hn l trung bnh.
108

- Khng b tc ng ca gi tr quan st c m b tc ng bi s ln quan st, v vy cc gi

tr hai u ca dy phn phi khng lm bin i kt qu ca tr s ny.
- Nu cc khong cch lp c kch thc khng bng nhau th trung v c xem l s o lng
xu hng phn phi ph hp nht v n d tnh hn nhiu so vi gi tr trung bnh.
Gi tr trung bnh ( Mean) : Nu mu ngu nhin w c cc gi tr x = ( x1 , x2 ,......,xn) th gi tr
1 n
trung bnh ca x l: x = xi . Nu cc gi tr x1,x2,......,xn ln lt c cc tn sut n1,n2,.....,nk ,
n i =1
n
1
th x = xi ni ( ni = n)
n i =1

Mt s c tnh quan trng ca gi tr trung bnh:

- Gi tr trung bnh chu s tc ng bi cc gi tr ca mi quan st, nh vy khi gi tr ca mi
quan st thay i s lm thay i gi tr trung bnh.
- Nu c mt dy phn ph m tnh cht i xng lch nhau qu ln th gi tr trung bnh cng
b thay i ph thuc theo cc gi tr u mt.
- Cc c tnh ton hc ca gi tr trung bnh ng vai tr rt quan trng khi cc d liu ca mu
c dng suy rng ra tng th (c lng) hoc khi c dng trong cc th nghim thng
k. Phng php trung bnh s hc rt thch hp khi phn tch cc d liu theo khong cch.
- Khng th tnh c gi tr trung bnh vi cc dy phn phi m.
c lng khuynh hng hi t:

Vi cc tham s biu th khuynh hng hi t nh trn, nn chn tham s no c trng nht ?

Khng c quy tc chung no ch ra vic s dng tham s no l thch hp. Mun chn ng tham
s cn phi xem xt c tnh ca tng loi v nh gi c cc loi bin s d liu.
Trong mt dy phn phi c dng i xng hon ton, phng php chn la rt n gin v cc
s trung bnh, trung v v mode u c cng gi tr. Nhng nu dy phn phi qu lch th gi tr
ca 3 tham s ny s khc nhau. V vy, vic hiu bit v cc loi phn phi gip ra quyt nh
nn chn tham s no c lng.
Ngoi ra, la chn c lng thch hp, c th s dng cc tiu chun do cc nh thng k
a ra m mt khi mt c lng tha mn c chng th s l mt c lng tt.
- Tnh khng chch: Khi k vng ton ca tham s gn trng vi tham s tng th th c
lng c xem l khng chch.
- Tnh ph hp: Khi kch thc mu tng ln m mt c lng rt ra t mu cng tip cn
n tham s tng th (gi tr thc s ca tng th) th c lng gi l mt c lng ph
hp ca tham s tng th.
- Tnh y : Mt c lng thng k c xem l mang tnh y nu n s dng ht cc
thng tin v tham s mu m mu n cha, ngha l khng c mu no khc c th c th cho
thm thng tin v tham s.
O LNG PHN TN CA D LIU

Cc tham s o lng khuynh hng hi t ca d liu khng ni g v kh nng m rng hay

chia nh cc d liu quan st. V th, cn nghin cu phn tn so snh s m rng ca
hai tp d liu v tnh c trng ca cc gi tr trung bnh. V d, nu cc d liu c m rng"
109

nhiu qu th vic s dng gi tr trung bnh quan st tnh hi t s khng th biu trng cho
cc d liu ang nghin cu.
Khong bin thin:

Khong bin thin l c trng phn tn n gin nht. N l s sai bit gia gi tr cao nht v
thp nht trong mt dy hay bng phn phi. N ch lm ni bt khong cch ca d liu m
khng so snh vi gi tr trung bnh. V vy cc gi tr tiu biu ca d liu c th khng c
cp n v c trng ny c th lm mo m i hnh nh ca dy phn phi.
Phng sai v lch chun:

Phng sai v lch chun da trn mc sai lch ca cc quan st vi gi tr trung bnh.
Phng sai c nh ngha nh l s trung bnh ca bnh phng cc lch gia gi tr quan
st vi gi tr trung bnh trong dy phn phi. Cn bc hai ca phng sai gi l lch chun.
V phng sai l c trng hi kh din dch hn nn lch chun thng c s dng nht
trong cc c trng phn tn.
Phng sai mu s2 l i lng c xc nh :

s2 =

Nu cc xi c tn s ni (ni = n ) th :

s=

lch chun

s2 =

lch chun hiu chnh s ' =

1 n
( xi x ) 2 hoc s =

n i =1
n 2
s =
n 1

s2 =

1 n
( xi x ) 2
n i =1

1 k
( xi x ) 2 ni

n i 1

s2 =

1 n
( x i x ) 2 ni

n i =1

n
1 n
* ( xi x ) 2 ni =
n 1 n i =1

1 n
( xi x ) 2 ni

n 1 i =1

Mt s c trng quan trng ca lch chun:

- S thay i ca bt k gi tr quan st no th lm s lm thay i gi tr ca lch chun.
- Cng nh gi tr trung bnh, lch chun c th mt tnh i din nu dy phn phi qu lch.
- Khng th tnh c lch chun i vi cc dy phn phi m.
H s bin thin: (Coefficient of variation)

Nu cn phi so snh s phn tn ca nhiu hn mt dy phn phi c cc n v o lng khc

nhau, ta c th dng mt c trng phn tn tng i c gi l h s bin thin, cng thc
l :
Cv = .(100)/ hay Cv = s.(100)/X
Trong :

Cv : H s bin thin
: lch chun ca tng th.
s : lch chun ca mu.
X

: Gi tr trung bnh ca mu
110

C LNG THAM S

Nh chng ta bit trong thng k ton, gi s mt i lng ngu nhin X tun theo qui lut
phn phi no bit dng, nhng cha bit mt tham s no ca n, v vy cn c
lng gi tr ca thng qua kt qu thc nghim. thun tin trn phng din ng dng,
phn ny s khng nhc li nhng kin thc nn tng ca thng k ton m ch trnh by nhng
ng dng ca thng k ton i vi c lng mt s tham s ch yu.
c lng tham s trung bnh trong lut phn phi chun N(,2)
Trng hp bit

Gi l mc ngha ca qu trnh c lng, khi , tin cy ca qu trnh c lng l =1, gi s hm phn phi ca mu tun theo quy lut phn phi chun N(,2), ta c:

U 1 <

(X ) n

< U 1 2 vi = 1+ 2 (1)

Lu rng, trong thc t c v s cp 1, 2 tha mn 1+2=, do c v s khong tin cy

ng vi cng mt tin cy (1-) cho trc. Khi , (1) c th bin i thnh

U 1 - 2 < < x

U 1 (2)

Ba trng hp c th xy ra l:
- Trng hp 1: 1 = 0, 2 = (khong tin cy pha tri (gi tr min ca ))

(2) x

U 1 < < +

- Trng hp 2: 1 = , 2 = 0 (khong tin cy pha phi (gi tr max ca ))

(2) < < x +

U 1 hoc (2) 0 < < x +

U 1

- Trng hp 3: 1 = 2= /2 (khong tin cy i xng ca )

(2) x

< <x+

Trng hp cha bit

Nu kch thc mu nh (n<30):

Trong trng hp kch thc mu nh (n<30), hm phn phi m chng ta cn dng l hm phn
phi T-student, khi khong tin cy tham s trung bnh s l:

t n -11 <

(X ) n

< t 1n-1 2 vi = 1+ 2 (2)

Ba trng hp c th xy ra l:
- Trng hp 1: 1 = 0, 2 = (khong tin cy pha tri (gi tr min ca ))

111

(2) x

t n < < +

- Trng hp 2: 1 = , 2 = 0 (khong tin cy pha phi (gi tr max ca ))

(2) < < x +

t n

- Trng hp 3: 1 = 2= /2 (khong tin cy i xng ca )

(2) x

t n 1 < < x +
2

t n 1
2

Nu kch thc mu ln (n30):

Trong trng hp kch thc mu ln (n30), cn phi tnh tham s phng sai iu chnh mu
(s), cc trng hp c lng cng ging nh trng hp bit v chng ta thay th gi tr
bng gi tr s
d dng cho vic theo di, c th tm gn cc phng php c lng i xng tham s trung
bnh nh sau:
C LNG KHONG TIN CY CA GI TR TRUNG BNH
bit phng sai tng th (2)

Cha bit phng sai tng th (2)

< < x+

Khi n30

Khi n<30

Phn phi chun

: lch chun ca tng th
: Trung bnh tng th
=1-: Mc ngha

Phn phi Student vi (n-1) l bc t do

s: lch chun hiu chnh mu

s'

t n1 < < x +
2

s'

t n1
2

Phn phi chun

s: lch chun hiu chnh mu

s'
n

< < x+

s'
n

Tnh kch thc mu trong trng hp c lng tham s trung bnh

Gi I l di khong tin cy, khi I = gi tr gii hn trn gi tr gii hn di. Chng ta

bit t thng k ton rng, trong mi khong tin cy vi cng tin cy th khong tin cy i
xng c di ngn nht (khi 1 = 2= /2 th I c gi tr Imin).
di khong tin cy I c tnh bi:

I = X +
U
n 1 2

X
U

n 1 2

2
=
U

n 1 2

Khi , nu cho trc di khong tin cy bt k I0, th kch thc mu n cn phi xc nh

m bo vi tin cy cho l:
4 2
n 2
I0

(U

2
112

V d: Thi gian gia cng mt chi tit my l mt i lng ngu nhin tun theo qui lut phn
phi chun vi lch chun l = 2 pht. c lng thi gian gia cng trung bnh cho loi
sn phm , ngi ta tin hnh sn xut th 25 sn phm v thu c bng s liu sau:

Thi gian (pht)

S chi tit

20-22

22-24

24-26

10

26-28

28-30

Hy c lng thi gian gia cng trung bnh cho cc loi chi tit bng khong tin cy i
xng vi tin cy 95%.
Gii: gi l thi gian gia cng mt chi tit, theo gi thit l i lng ngu nhin tun theo
quy lut phn phi chun. y l bi ton c lng tham s trung bnh, trng hp bit vi
= 2, l thi gian gia cng trung bnh cha bit cn c lng. Vi tin cy 95%, cng thc
cho php tm khong tin cy i xng ca trong trng hp ny l:

x
x=

T ( n 1) < < x +
2

T ( n 1) . Trong gi tr trung bnh ca bin x l:

2

1 5
21 * 2 + 23 * 6 + 25 * 10 + 27 * 4 + 29 * 3
ni x i =
= 25 ( pht )

n i =1
25

= 1 0,95 = 0,05 1
Khi (1) ( 25

2
25

= 0,975, khi T(n -1) = T

24
0,975

= 2,06

* 2,06) (25 0,824)

Hay thi gian gia cng trung bnh c lng (24,176; 25,824)
c lng khong tin cy tham s t l p trong lut phn phi A(p):
c lng khong tin cy t l

i vi c lng khong tin cy tham s t l, chng ta cng c 3 trng hp c lng l c

lng pha tri, phi v i xng. Chng ti s tm tt phn c lng i xng khong tin cy
t l bng sau:
C LNG KHONG TIN CY T L (P)

fn
Vi:

f n (1 f n )
U P fn +
1
n
2

f n (1 f n )
U
1
n
2

n: S quan st ca mu

(1-): Mc ngha ( = 1- =1- tin cy)

113

fn: T l phn c tnh cht loi A trong mu (t l mu)

P: T l phn c tnh cht loi A trong tng th
V d: Mt nghin cu c thc hin nhm c lng th phn ca sn phm ni a (do cc
cng ty sn xut trong nc) i vi mt hng bnh ko. Kt qu iu tra ngu nhin 100 khch
hng cho thy c 34 ngi dng sn phm ni a (vi tin cy 95%).

Gii:
- Gi m l s lng khch hng dng sn phm ni a c trong mu
- n l ln ca mu nghin cu
- fn l t l s ngi dng sn phm bnh ko ni a c trong mu.

Khi :
fn =

m 34
=
= 0 ,34
n 100

y l bi ton c lng i xng tham s t l nn ta c:

fn

f n (1 f n )
U P fn +
1
n
2

f n (1 f n )
U (1)
1
n
2

Vi tin cy = 95%, khi mc ngha =1-95%=0,05. Th s vo (1) ta c:

0,34

0,34 (1 0,34 )
1,96 < P < 0,34 +
100

Suy ra

0,34 (1 0,34 )
1,96
100

0,2471<P<0,4328 hay 24,71% n 43,28%

Tnh kch thc mu

Tng t nh trng hp tnh kch thc mu trong c lng tham s trung bnh, ta c phng
php tnh kch thc mu trong trng hp c lng tham s t l nh sau:

I = fn +

f n (1 f n )
U
1
n
2

fn

f n (1 f n )
U
1
n
2

f (1 f n )
=2 n
U

1
n
2

Khi kch thc mu n cn phi chn nu bit trc I0l:

n4

f n (1 f n )
I0

U 2 (1)
1

gim thiu nhng sai st trong qu trnh iu tra, i hi ngi thc hin d n nghin cu
phi chn mu c kch thc ln nht cho php, trong trng hp ny, vi di khong tin cy I
v c nh, n ln nht th fn(1- fn) ln nht, gi tr ny ln nht khi v chi khi fn=1-fn=0,5.
Khi :

(1) n 4

0,5 * 0,5
I0

U2
U2 =
1

I0

2
2

c lng khong tin cy phng sai

Trong mt s trng hp, chng ta cn phi

114

C LNG KHONG TIN CY PHNG SAI (2)

n ( n 1) s ' 2

Vi:

2
( n 1 ),

n ( n 1) s ' 2

2
( n 1 ), 1

Dng bng phn phi khi bnh phng

n: S quan st ca mu

(1-): Mc ngha(=1- tin cy)

s : Phng sai iu chnh mu
(n-1): Bc t do

V d: Mt nh sn xut quan tm n bin thin ca t l tp cht trong mt loi hng liu

c cung cp trong qu trnh sn xut. Chn ngu nhin 15 mu hng liu cho thy lch
chun iu chnh v tp cht ca mu l 2,36%.
Gii:
Gi n l kch thc mu, s l phng sai iu chnh mu, theo cng thc c lng phng sai
tng th ta c:
( n 1) s ' 2

2
( n 1 ),

( n 1) s ' 2

2
( n 1 ), 1

Th s vo cng thc trn ta c:

(15 1 )( 2 , 36 ) 2

Hay:

Vi:

2
( 14 1 ),

(15 1 )( 2 , 36 ) 2

0 , 05
2

(15 1 )( 2 , 36 ) 2

2
( 14 1 ),

0 , 05
2

2
( 14 1 ), 1

0 , 05
2

(15 1 )( 2 , 36 ) 2

2
( 14 1 ), 1

(1)

0 , 05
2

2
14
, 0,025 = 26,12
2
14
, 0,975 = 05,63

Khi s c lng c khong tin cy phng sai s l 2,9852<2<13,85 hay khong tin cy
ca lch chun l 1,7277<<3,7215.
c lng khong tin cy cho s khc bit gia trung bnh hai tng th

Trong thc t nghin cu, chng ta thng quan tm n s khc bit gia trung bnh hai tng
th. Chng hn, khc bit doanh s trung bnh trong tun gia hai phng php trng by hng
ha, s khc bit gia tin lng trung bnh ca ngi nam v ngi n hay s khc bit gia
nng sut cy trng do s dng hai loi phn bn khc nhau
Mt vn cn phi ch l phng php so snh trung bnh hai tng th da vo phng php
ly mu: mu phi hp tng cp (mu ph thuc) v mu c lp.
115

Mu phi hp tng cp: cc n v mu c chn t tng cp

Thng thng, i vi mu phi hp tng cp, c th so snh gia:

- Trc v sau khi thc hin mt chin dch marketing hay doanh s trc v sau khi thc hin
qung co.
- So snh n v v mt c im no v tin lng cng nhn nam v n (gi s ging nhau
v nng lc v kinh nghim)
- Doanh s nc gii kht loi A n ca hng v nc loi B cng ca n ca hng
- Doanh s ca nh hng A tun l th 10 v doanh s nh hng B cng tun l th 10

Khi , chng ta c phng thc c lng khong tin cy khc bit gia trung bnh hai tng th
(mu phi hp tng cp) nh sau:
C LNG KHONG TIN CY CHO KHC BIT GIA TRUNG BNH HAI
TNG TH (Mu phi hp tng cp)
Dng bng phn phi Student

: S trung bnh ca n s (xi-yi)

sd
n

t n 1 < ( x y ) < D +
2

sd
n

t n 1
2

Sd : Phng sai iu chnh n s (xi-yi)

V d: Cng ty in lc thc hin cc bin php khuyn khch tit kim in. Lng in tiu th
ghi nhn 12 h gia nh trc v sau khi cc bin php khuyn khch tit kim.
Vi x, y: ln lt l lng in tiu th trc v sau khi khuyn khch tit kim,
D l sai lch trung bnh lng in tiu th trc v sau khi khuyn khch tit kim
n

Khi : D =
i =1

di
n

Lng in tiu th
H th Trc khi khuyn khch
tit kim (xi)

Sau khi khuyn khch tit

kim (yi)

di=(xi-yi)

(di-D)2

73

69

0,34027

50

54

-4

55,00694

83

82

5,84027

78

67

11

57,50694

56

60

-4

55,00694

74

73

5,84027

74

75

-1

19,50694

87

78

31,17361

69

64

2,50694

10

72

72

11,67361
116

11

77

70

12,84028

12

75

63

12

73,67361

Tng

41

330,91670

Trung bnh

D=3,4167

Sd=5,4848

Nh vy

D=3,4167, Sd=5,4848, t(11;0,025)=2,201

Thay vo cng thc ta c:
3,4167

5,4848
5,4848
2,201 < ( x y ) < 3,4167 +
2,201
12
12

-0,0682<(x- y)<6,9016

Suy ra

Mu c lp: cc gi tr quan st ca mu c chn ngu nhin c lp t hai tng th,

khng ph thuc vo nhau.

Gi nx, ny l cc kch thc mu c chn ngu nhin c lp t hai tng th phn phi chun X
v Y (nx, ny c th khc nhau v kch thc) c gi tr trung bnh tng th l x, y v phng sai
tng th 2x v 2y.
Khi , c lng khong tin cy cho s khc bit gia trung bnh hai tng th (da trn cc mu
c lp)
C LNG KHONG TIN CY CHO KHC BIT GIA TRUNG BNH HAI
TNG TH (Cc mu c lp)

(x y)

2
x2 y

nx

ny

< (x y ) < (x y) +

2
x2 y

nx

ny

Dng bng phn phi chun

nx, ny l cc kch thc mu c chn ngu nhin c lp

2x v 2y l phng sai ca hai tng th tng th X v Y

Trong trng hp 2x v 2y cha bit chng ta c th dng phng sai iu chnh mu
s2x v s2y thay th bt lun trng hp mu ln hoc nh.

V d: Mt cng ty ang xem xt k hoch tit gim chi ph sn xut thng qua vic xy dng mt
dy chuyn sn xut mi nhm rt ngn thi gian sn xut sn phm. dy chuyn sn xut
mi, sn phm c sn xut vi thi gian trung bnh 46,5 pht/sn phm, lch chun l 8
pht. Vi dy chuyn c, 38 sn phm c sn xut vi thi gian trung bnh 51,2 pht/sn
phm, lch chun l 9,5 pht. Hy c lng khong tin cy 95% cho khc bit thi gian sn
xut gia dy chuyn sn xut mi v c.
Gii: Khong tin cy 95% cho khc bit v thi gian sn xut gia dy chuyn mi v c l:
( x y)
x = 46 ,5

x2
nx

y2
ny

< ( x y ) < ( x y) +

x2
nx

y2
ny

y = 51, 2
117

Vi x=8 pht, y=9,5 pht,

( 46 ,5 51 ,2 )

nx=40 sp,

ny=38 sp, U1-/2=1,96

8 2 9 ,5 2
+
1,96 < ( x y ) < ( 46 ,5 51,2 )
40
38

8 2 9 ,5 2
+
1,96
40
38

-8,6077 (pht) <(x- y)<-0,7923 (pht)

Hay:

Vy vi tin cy 95% ta c tnh dy chuyn sn xut mi rt ngn thi gian trung bnh sn
xut mt sn phm t 0,7923 n 8,6077 pht
c lng khong tin cy cho khc bit gia t l hai tng th

Gi s c hai mu nx, ny c chn ngu nhin c lp t hai tng th X v Y. o lng c fnx

v fny l ln lt l t l phn t c tnh cht loi A v B c trong hai mu nx v ny. Khi :
C LNG KHONG TIN CY CHO KHC BIT GIA T L HAI TNG
TH

( f nx f ny )

f nx (1 f nx )
nx

f ny (1 f ny )
f nx (1 f nx ) f ny (1 f ny )
U Px Py ( f nx f ny ) +
+
U
1
1
ny
n
n
x
y
2
2

Dng bng phn phi chun

nx, ny l cc kch thc mu.
Px, Py l t l phn t c tnh cht loi A, B trong tng th
fnx v fny l t l phn t c tnh cht loi A, B trong mu.

V d: Kt qu iu tra t mu ngu nhin 1000 ngi mi thnh ph cho thy nm 1996 t l

tht nghip thnh ph D l 7,5%, thnh ph H l 7,2%. Hy c lng khong tin cy 99%
cho khc bit t l tht nghip gia hai thnh ph.
Gii: Ta c
nx= ny =1000
fnx =0,075, fny =0,072
U0,995=2,575
(0,075 0,072 )

0,075 (1 0,075 ) 0,072 (1 0,072 )

+
2,575 ( Px Py )
1000
1000

v ( Px Py ) (0,075 0,072 ) +

Suy ra

0,075 (1 0,075 ) 0,072 (1 0,072 )

+
2,575
1000
1000

-0,027<px-py<0,033

Vi tin cy 99%, c th ni rng t l tht nghip thnh ph D trong khong t thp hn

2,7% n cao hn 3,3% so vi thnh ph H.

118

NG DNG TIN HC VO PHN TCH D LIU TRONG NGHIN CU

MARKETING

Ngy nay, vic ng dng tin hc phn tch d liu trong nghin cu marketing l ht sc ph
bin. C mt s phn mm c s dng phn tch d liu trong nghin nghin marketing,
mi loi u c nhng u nhc im nht nh. Do vy, cn xc nh phn mm no c s
dng trong qu trnh phn tch t c hiu qu cao nht.
Trong khun kh hc phn ny, chng ti s gii thiu phn mm SPSS FOR WINDOWS
(Statistical Package for Social Sciences) phn tch d liu. u im ca phn mm ny l tnh
a nng v mm do trong vic lp cc bng phn tch, s dng cc m hnh phn tch ng thi
loi b mt s cng on (bc) khng cn thit m mt s phn mm khc gp phi.
t c kt qu nh mong mun, cn phi:
- Nm vng mc tiu nghin cu d n
- Nm vng v tun th nhng cam kt ca d n v thi gian, chi ph, ngun nhn lc...
Trn c s xc nh bng cu hi v m hnh phn tch (k hoch phn tch d liu), qu trnh
nhp liu v phn tch c th thng qua mt s cng on nh sau:
NHP LIU:
Giao din nhp liu

Kch hot SPSS, chng ta thy giao din ca SPSS nh sau:

hoc:

119

Trong :
+ Variable Name: tn bin (di 8 k t v khng c k t c bit)
+ Type: kiu ca b m ha
+ Labels: nhn ca bin, trong phn ny chng ta c th nhp nhiu gi tr ca nhn ph hp vi
thit k ca bng cu hi. Sau khi nhp xong mi tr ca m ho, nhn Add lu li cc gi tr
trn.
+ Value: Gi tr ca tng gi tr m ha (value) tng ng vi nhn gi tr (value label) ca n.
+ Missing: k hiu cu tr li ng ra phi tr li nhng b b qua (li), ch l gi tr ny phi
c nt c th ring bit so vi gi tr khc d dng phn bit trong qu trnh tnh ton.
+ Column: thit t ln ca ct mang tn bin v v tr nhp liu ca bin ny.
+Measure: thang o lng. Trn c s 4 cp thang o lng (biu danh, th t, khong cch
v t l), SPSS s phn ra thnh 3 thang o (biu danh (nominal), th t (ordinal) v scale
(khong cch v t l).
Mt s ch khi nhp liu
Nhp gi tr khuyt

Trong qu trnh phng vn, c nhng cu hi m ng ra c c phng vn phi tr li cu

hi , tuy nhin, do mt s nguyn nhn, ngi c phng vn b qua mt hoc vi cu hi
(hoc cu tr li) gi l gi tr khuyt.
m bo thng tin trong qu trnh phn tch, chng ta cn phi nh ngha nhng gi tr ny
nh sau: Nhn Missing - Hp hi thoi Missing Values xut hin.
-

Nhn Discrecte missing values, t cc tr missing values vo cc trng, tr c nhp ti

cc trng s i din cho nhng gi tr khuyt.
Chng ta c th nh ngha cc gi tr khuyt theo mt khong gi tr no bng cc nhn v
nhp liu vo Range plus one optional discrete missing value.
Tt c cc gi tr khuyt s khng tham gia vo qu trnh phn tch.

Chn mt bin mi hoc bng ghi mi

- Nhn Data/Insert Variable
- Nhn Data/Insert Case
- Tm n bng ghi cn thit: Go to Case

120

Sp xp bng ghi
- Nhn Sort Case
- Sp xp theo bin ti Sort by vi chiu tng (Ascending) hoc gim (Descending)
Bin mt bin thnh mt bng ghi
- Nhn Data/Transpose
- Variable(s) l nhng bin cn thay i
Kim tra gi tr nhp
- Nhn ton b gi tr: Nhn View/ Value Labels
- Kim tra mt bin no : Utilities/Variables
- Kim tra b m ho Utilities/File Info, vi b m ho ny, ta c th kim tra li mt ln na
cng vic nh ngha cc bin hoc cng c th lm danh b cho vic nhp s liu sau ny.
To bin mi khng hoc c rng buc mt iu kin

Trong qu trnh nhp liu, c th rt ngn thi gian nhp liu hoc phc v mc ch phn
tch, chng ta cn c th to ra bin mi t cc d kin v cu trc ca bin nhp.
-

To bin mi khng iu kin: Gi s theo s liu thng k nh trn, bit c s nm

cng tc cn li trc khi ngh hu l bao nhiu nm na (gi s mi lao ng c ngh hu
sau 25 nm cng tc). Nh vy ta thnh lp mt bin mi nghihuu s bng 25-nam
+ Nhn Transform/Compute
+ Trong Target Variable nhp bin mi (nghihuu), trong chng ta cn phi nh ngha
Type&Label tin cho vic qun l v so snh cc gi tr sau ny.
+ Trong Numeric Expression nhp gi tr cn gn cho bin mi t bin ch cho trc.
Ch : Khi gp cc bin thuc kiu chui, ngy thng... chng ta cn phi tm mt hm tng
ng quy cc gi tr ny v gi tr tng ng m chng ta c th so snh c (s dng
hm Function)

To bin mi c iu kin: Cng nh v d trn nhng chng ta cn phn chia ra thnh

nam v n th sau khi thit t cc gi tr nh trn xong.
121

Nhn If tip theo nhn Include if case satisfies condition trong hp hi thoi thit t
iu kin (p dng cho nhng ngi c gii tnh l nam th iu kin thit t l
gioitinh=1 nh trong hp hi thoi:

M ho li bin:

Trong mt s trng hp, do nhu cu ca qu trnh phn tch, chng ta cn phi m ha li cc

bin. C hai hnh thc m ho nh sau:
- M ho dng li tn bin c:
+ Nhn Transform/Recode/Into Same Variables
+ a bin cn m ho li vo Numeric Variable

+ Nhn If thit t cc iu kin (nu c)

+ Nhn Old and New Values thay i b m ho
* Trong Old Value l gi tr c, v New Value l gi tr mi cn nhp
* Nu nhp gi tr mi thang im biu danh, khong cch, t l th nhp ti

Value.

* Nu m ho gi tr vi thang im khong cch - Nhn Range

122

V d: phc v cho vic phn tch, ta m ho li tui ca sinh vin theo thang im
khong cch nh sau:
1 :
2 :
3 :

Di 7 nm
T 7 n 14 nm
Trn 14 nm

* Gi tr trn 14 nm bm Range/throught Highest v nhp liu

* Gi tr di 7 nm bm Range/Lowest throught v nhp liu
* C th gi nguyn gi tr khuyt hay cn thay i, nu gi nguyn cn ch l gi tr
c ri vo cc trng hp m chng ta m ho khng khi nh hng n cc gi
tr phn tch.
- M ho dng li khng dng tn bin c (lu trn bin mi):
+ Nhn Transform/Recode/Into Different Variables
+Tn bin mi c t Name vi cc thng s tho mn mt bin bnh

thng.

+ Nhn ca bin c thit t ti Label, sau nhn Change lu.

123

+ Cc thng s khc c thc hin nh m ho dng li bin c.

PHN TCH M T (THNG K M T):
Bng phn b tn sut
Bng phn phi tng sut c th hin vi tt c cc bin nh tnh (ri rc) vi cc thang o
biu danh, th t v cc bin nh lng (lin tc) vi thang o khong cch hoc t l.

Nhn vo la chn cc thng s o

lng (mode, median, trung bnh)
Nhn vo v th cc tng sut
ca bin s

Central tendancy: o lng

khuynh hng hi t: tham s
trung bnh (mean), median,
mode, tng (sum)
Dispersion: o lng
phn tn: lch chun (std.
deviation), phng sai
Distribution: Kim nh phn
phi chun (skeness v
kurtosis)

124

Tn sut
xut hin
Valid

Dich vu thuong mai

Xay dung
Cong nghiep
Total

T l
phn trm

Loai hinh doanh nghiep

Frequency
88
56
56
200

Percent
44.0
28.0
28.0
100.0

Valid Percent
44.0
28.0
28.0
100.0

Cumulative Percent
44.0
72.0
100.0

So lao dong
Valid

Frequency
25
61
63
45
6
200

Tu 1 den 5
Tu 6 den 20
Tu 21 den 200
Tu 200 den 300
Tren 300
Total

Percent
12.5
30.5
31.5
22.5
3.0
100.0

Valid Percent
12.5
30.5
31.5
22.5
3.0
100.0

Cumulative Percent
12.5
43.0
74.5
97.0
100.0

Loai hinh doanh nghiep

Cong nghiep
28.0%

Dich vu thuong mai

44.0%

Xay dung
28.0%

125

Lp bng so snh

Bng so snh 2 nhn t:

Loai hinh doanh nghiep

So lao
dong

Tu 1 den 5
Tu 6 den 20
Tu 21 den 200
Tu 200 den 300
Tren 300

Group Total

Dich vu thuong mai

Count
Row %
7
28.0%
26
42.6%
26
41.3%
27
60.0%
2
33.3%
88
44.0%

Xay dung
Count
Row %
6
24.0%
21
34.4%
19
30.2%
7
15.6%
3
50.0%
56
28.0%

Cong nghiep
Count
Row %
12
48.0%
14
23.0%
18
28.6%
11
24.4%
1
16.7%
56
28.0%

Phn tch mt bin nh lng

c lng tham s trung bnh (mt nhm)

126

Gi tr
trung bnh

lch
chun

One-Sample Statistics
N
Thu nhap nam (trieu)

Mean
33224.00

200

Std. Deviation
12932.72

Std. Error Mean

914.48

Gii hn trn

Gii hn di
ca c lng

One-Sample Test ca c lng

Test Value = 0

Thu nhap nam (trieu)

t
36.331

df
199

Sig. (2-tailed)
.000

Mean
Difference
33224.00

95% Confidence Interval of

the Difference
Lower
Upper
31420.68
35027.32

c lng s khc bit gia hai tham s trung bnh (c lp hoc ph thuc)

Phn ny s c trnh by chng sau cng vi phn kim nh gi thit.

TM TT

d liu chuyn thnh thng tin theo mc tiu nghin cu, cn phi x l v phn tch d liu.
Tuy nhin, v d thu thp t hin trng v cn dng th nn cn thit phi thc hin khu
chun b d liu. Chun b d liu l lm cho d liu c gi tr, hiu chnh d liu, cu trc v m
ho d liu. Lm cho d liu c gi tr l kim tra cc d liu m bo chng c gi tr i vi
vic x l v phn tch. Hiu chnh d liu l sa cha cc sai st v ghi chp hoc ngn t pht
hin c qua kim tra. M ha d liu l nhn din v phn loi mi cu tr li trn mt k hiu
(bng s hoc bng ch). C 3 cch c bn x l cc d liu xu l quay tr li ngi
phng vn hoc ngi tr li lm sng t vn ; suy lun t cc cu tr li khc hoc loi
ton b cu tr li.
d liu thu thp thng c x l bng my in ton nn chng ta phi m ho d liu. M
ha d liu l qu trnh lin quan ti vic nhn din v phn loi mi cu tr li trn mt k hiu
nh (k hiu c th bng s hoc bng ch). Cng vic m ha c th c thc hin t khi thit
k bn cu hi (m ho trc) hoc sau khi d liu c thu thp v (m ho sau). M ho sau
thng dng i vi cc cu hi m v cu tr li thng theo tnh hung t do nn nhiu khi
khng d on trc c. Khi thit lp kiu m ha cn phi ch cc nguyn tc: m bo s
kiu m ha thch hp, ranh gii gia cc loi m ha r rng, thng tin tr li c xp trong
cng mt loi m ha phi tng t nhau v c trng nghin cu, ng kn cc khong lp...
D liu sau khi c chun b tt s tin hnh phn tch v din gii tm hiu v rt ra
ngha ca cc d liu, cung cp thng tin lm cn c xut cc gii php r rng v khoa hc
hn. Phn tch v din gii d liu l hai cng vic gn kt vi nhau. Phn tch d liu ng l
127

iu kin t c s din gii ng. Tuy nhin nu phn tch ng nhng kt qu c gii
thch sai lch th cng khng c c thng tin ng.
Phn tch d liu mc c bn u tin lin quan n cc k thut lp bng n gin hay lp
bng so snh ton din, o lng khuynh hng hi t v phn tn, c lng cc thng s thch
hp. Bng n gin tnh s ln xut hin c tnh ging nhau ca cng mt bin. S phn b ny
c th c nh gi l c tun theo qui lut phn phi chun hay khng bng cc h s
Skewness v Kurtosis l cc h s o lng mc i xng v nhn ca phn phi. Bng
cho khc bng n gin l ngi ta a thm nhn t nh hng phn tch c th hn c
tnh ca d liu. V chng ta thng khng kho st ton b tng th m s dng mu nn trong
nhiu tnh hung phi c lng gi tr tham s tng th t gi tr mu c thng tin cho ra
quyt nh nh c lng gi tr trung bnh, t l, phng sai, s khc bit hai gi tr trung bnh
ca hai tng th, s khc bit t l gia hai tng th. Hin nay, vic phn tch d liu ngy cng
tr nn nhanh chng v n gin hn bi chng ta c th ng dng nhng phn mm rt hiu qu
trong cng vic ny.
CU HI

1. Nhng sai st no thng gp cn phi hiu chnh d liu?

2. Cc cch tip cn hiu chnh d liu, trong mi cch, cho v d minh ha?
3. M ha d liu l g ? Cc nguyn tc m ha d liu?
4. S khc nhau gia m ho trc v m ho sau ?
5. Ngi ta thc hin m ho cc cu hi m nh th no ?
6. Sau y l mt s cu hi trch ra t mt bn cu hi. Hy m ho cho cc cu hi t ra :
A.

Bao lu th Anh/ch mua vitamin mt ln ?

a. Nhiu hn mt ln mt tun
b. Mt tun mt ln
c. Hai tun mt ln
d. Ba tun mt ln
e. 1 thnh mt ln
f. Hai thng mt ln
g. Ba thng mt ln
h. t thng xuyn hn.

B.

Thng th anh/ ch mua vitamin u?

a. Nh thuc (khng nm trong bnh vin)
b. T bnh vin/nh thuc nm trong bnh vin
c. Phng khm t ca bc s
d. Khc (ghi r)---------------------------------------------------------

C.

Sau y l mt s yu t m ngi ta thng quan tm khi mua vitamin. i vi tng

yu t, anh/chi cho bit mc quan trng ca n i vi anh/ch trong vic chn mua
mt nhn hiu vitamin:
128

Rt
khng
quan
trng
Gip tng cng sc khng, phng bnh tt
Gip vt qua nhng mt nhc v th cht
Ngn nga, chng stress, gim cng thng, lo lng
c bc s khuyn dng
c bn b, ngi than khuyn dng
Gip phc hii nhanh chng sau khi b bnh
Kch thch tiu ho, gip n ngon ming
Qung co hp dn
c cc dc s/ ngi bn thuc khuyn dung
C gi phi chng
C tc dng nhanh chng

Rt
quan
trng
2
2
2
2
2
2
2
2
2
2
2

1
1
1
1
1
1
1
1
1
1
1

3
3
3
3
3
3
3
3
3
3
3

4
4
4
4
4
4
4
4
4
4
4

5
5
5
5
5
5
5
5
5
5
5

7. Hy dng SPSS nh ngha cc bin m bn va m ha.

8. S khc nhau chnh gia bng phn phi tn sut v bng cho ?
9. iu tra 100 sinh vin trng i hc kinh t v qun tr kinh doanh c c s liu v chiu
cao ca h nh sau:
Chiu cao (mt)
1,51-1,55
1,55-1,60
1,60-1,65
1,65-1,70
1,70-1,75

S sinh vin
10
28
35
15
12

Hy c lng khong tin cy i xng ca chiu cao trung bnh ca sinh vin vi tin cy l
95%. Cho bit U0,95=1,645, U0,975=1,96.
10. nh mc thi gian gia cng mt chi tit l mt i lng ngu nhin tun theo qui lut phn
phi chun c thi gian quy nh l 20 pht. Do iu kin t chc sn xut thay i, ngi ta tin
hnh kim tra 25 chi tit v thu c d liu sau:
Thi gian (pht)
14-16
16-18
18-20
20-22
22-24

S chi tit
2
7
10
4
2

Vi tin cy 1- = 0,95, hy c lng thi gian gia cng trung bnh ca chi tit ? Cho bit
)
( 24 )
T0(,24
05 =1,711, T0 , 025 =2,064.
11. nh gi cho sn phm ca mnh, mt hng sn xut chi tr em tin hnh phng vn
ngu nhin 50 ngi tiu dng v kt qu thu c nh sau:
Mc gi (ngn ng)
Ngi chp nhn

32-34
5

34-36
10

36-38
25

38-40
8

40-42
2
129

Vi tin cy 1- = 0,95. Hy c lng t l khch mua hng ca hng nu hng nh gi:

a. 35 ngn ng
b. 37 ngn ng.
12. kim tra cht lng sn phm, cc tiu chun o lng cht lng sn phm tin hnh
kim tra 200 hp sa mt kho hng ca mt cng ty sa thy c 50 hp sa b bin cht. Hy
tm khong tin cy ca t l hp sa b bin cht ca kho hng vi tin cy 1- = 0,95. Bit
rng kho hng c 8000 hp sa.
13. tm hiu v tui trung bnh ca sinh vin h ti chc ti mt trng i hc, ngi ta
tin hnh iu tra 1000 sinh vin v thu c s liu nh sau:
tui

1820

2123

2426

2729

3032

3335

3638

3941

4244

4547

4850

5153

S ngi

36

44

72

104

172

280

122

68

42

34

16

Hy c lng khong tin cy i xng ca tui trung bnh vi tin cy 95%?

14. Chiu di trung bnh ca mt chi tit ti mt xng lp rp ca hng Honda vit nam l i
lng ngu nhin tun theo qui lut phn phi chun, ngi ta kim tra 360 chi tit v o c
chiu di trung bnh ca chi tit ny l 20cm. Hy c lng chiu di trung bnh ca chi tit
vi tin cy 95%?
15. Khi iu tra ngu nhin 100 sn phm c trong mt kho hng thy c 10 ph phm. Hy tm
khong tin cy ca t l ph phm ca kho hng vi tin cy 95%?
16. xc nh s chim yn c trn o A (c lp vi cc o khc), ngi ta chn 1.000 con
chim yn v nh du tt c s chim yn ri th chng li khp ni trn o. Sau mt thi
gian, bt ngu nhin 900 con kim tra thy c 45 con c nh du. Hy tm khong tin cy ca s
lng chim c trn o A vi tin cy 95%?
TI LIU THAM KHO
A. B. Blankenship and B. E. Breen, State of the Art Marketing Research (Chicago: NTC Business Books,
1993), 106112.
V. Kumar, International Marketing Research (Upper Saddle River, N.J.: Prentice-Hall, 2000), 247248.
Jerry Flint, The Cadillac-to-Chevrolet strategy, Forbes, vol. 153, no. 12 (June 4, 1994): 94.
Alan T. Shao, An Empirical Study of the Structures,Strategies, and Environments of U.S. Multinational
Advertising Agency Affiliates (Ann Arbor: UMI Dissertation Information Service, 1989), 155.

130

CHNG TM

PHN TCH V DIN GII D LIU

TRONG NGHIN CU MARKETING

NI DUNG CHNH

Ni dung chng ny bn n bao gm:

-

Th no l gi thuyt nghin cu

Cc loi sai lm khi thc hin kim nh gi thuyt

Cc bc gii quyt mt bi ton kim nh

Cc phng php kim nh tham s

Cc phng php kim nh phi tham s

131

M HNH LA CHN PHNG PHP KIM NH

Gi thit thng k l mt gi thit c lin quan n mt trong ba vn sau:
(1) Tnh c lp hay ph thuc ca i lng ngu nhin cn nghin cu.
(2) Dng ca qui lut phn phi xc sut ca i lng ngu nhin.
(3) Gi tr ca tham s ca qui lut phn phi xc sut bit dng.
(1) & (2) l gi thit phi tham s v (3) l gi thit v tham s.
Trong phn ny s gii thiu phng php kim nh gi thit v tham s nh tham s trung bnh
x trong qui lut phn phi chun N(,2), tham s t l p trong qui lut phn phi A(P), tham s
chi bnh phng, tham s Fisher Trong khun kh cun sch ny, chng ti ch gii thiu cch
thc p dng nhng phng php kim nh gii quyt nhng vn lin quan n nghin
cu tip th, nhng vn khc lin quan n vic gii thch bn cht ca cc cng thc c th
tham kho thm trong cc gio trnh chuyn mn v thng k ton.
Cc khi nim c bn
Gi thit cn kim nh
Gi s i lng ngu nhin X cn nghin cu tun theo mt qui lut phn phi xc sut bit
dng, nhng cha bit gi tr ca tham s no ca n. Trn c s nhng tin tc thu c, ta
c th gi nh rng = 0, trong 0 l s thc. Tt nhin iu gi nh = 0 ny c th ng
hoc c th sai, do cn phi kim tra li gi nh . T ta c gi thit cn kim nh l
{H0: = 0}.
Cc gi thit i (i thit)
V gi thit H0 cng c th ng v cng c th sai vi mt tin cy no , khi gi thit H0 sai
th ta phi bc b n. Khi phi chp nhn mt trong ba gi thit i (k hiu: H1) sau y:
- Trong trng hp kim nh dng "hai ui" (Two-tail test):

H 0 : = 0

H1 : 0
- Trong trng hp kim nh dng "mt ui" (One-tail test):

H 0 : = 0

H 1 : > 0

hoc

H 0 : = 0

H1 : < 0

Do vy trong bi ton kim nh gi thit, sau khi ra gi thit cn kim nh H0, ta cn pht
biu km mt gi thit i H1 khng nh rng nu nh gi thit H0 b bc b th ta chp nhn
gi thit i km theo vi mt mc ngha no y (1- c gi l tin cy).
Cc loi sai lm
Ch rng, v mu khng phi l hnh nh chnh xc ca tng th, nn mi mu chn c u
cha mt sai s ngu nhin no . Do vy, khi da vo mu kim nh gi thit c th gp
phi hai loi sai lm sau:
- Sai lm loi 1: Khi ta bc b mt gi thit ng.
- Sai lm loi 2: Khi ta tha nhn mt gi thit sai.
132

Trong khi tin hnh kim nh, ngi ta thng n nh trc mt xc sut mc sai lm loi 1.
Nu xc sut ny bng , th c gi l mc ngha ca kim nh (thng thng phi kh
b, = 0,05, = 0,1).
Gi thit H0 ng

Gi thit H0 sai

Chp nhn

Quyt nh ng

Sai lm loi 2 (xc sut )

Bc b

Sai lm loi 1 (xc sut )

Quyt nh ng

Tiu chun kim nh v min bc b

Sau khi ra gi thuyt H0 cn kim nh km theo gi thit i H1 v qui nh mc ngha
, ta cn phi tm mt thng k T cng qui lut phn phi xc sut ca n. Vi mt mc ngha
xc nh, ta lun tm c mi min W, tha mn iu kin P K W H 0 = (xc sut

K thuc min min bc b W vi iu kin H0 ng bng ).

Do kh b, nn ta c th coi bin c (KW) l bin c khng th c (vi iu kin gi thit H0
ng). V vy, trong thc t nu da vo gi tr x ca mu ngu nhin X, ta tnh c gi tr kqs
ca thng k K m li thy gi tr kqsW, th iu ny s mu thun vi iu kin ni trn.
Nguyn nhn sinh ra mu thun gia l thuyt v thc t l do ta gi thit rng H0 ng. trnh
mu thun ny ta phi bc b gi thit, v th W c gi l min bc b v kqs c gi l tiu
chun kim nh.
Ch :
- Khi gi thit H0 ng th tiu chun kim nh K vn c th nhn gi tr kqsW vi xc sut
xy ra l . V vy trong trng hp kqsW m ta bc b gi thit H0 th ta c th mc sai
lm loi 1, vi xc sut mc sai lm loi 1 chnh l .

- Nu ta k hiu P(k qs W H 1 ) = th l xc sut bc b mt gi thit sai. Do , xc sut

khng bc b mt gi thit sai P K qs W H 1 = 1 l xc sut mc sai lm loi 2 v s

c gi l xc sut khng mc sai lm loi 2, ngi ta gi l hiu lc ca kim nh.
- Vi kch thc mu n xc nh th vi mu tiu chun kim nh ta s c min bc b W tha
mn iu kin: P(K qs W H 0 ) = .
Nu tn ti mt tiu chun kim nh kqs vi min bc b W sao cho (1-) l nh nht v ln
nht. Khi kqs c gi l tiu chun kim nh mnh nht. Mt tiu chun c coi l mnh
nht th n m bo 3 yu cu:
- Xc sut mc sai lm loi 1 l qui nh trc.
- Xc sut mc sai lm loi 2 l nh nht.
- Khi bc b gi thit H0 th ta c th tha nhn gi thit i H1.
Nh vy chng ta c th xc nh min bc b v min chp nhn trong cc trng hp kim
nh mt ui v hai ui l:
- Trong kim nh hai ui:

133

Min bc b

Min chp nhn

Min bc b

W1-/2

-W1-/2

- Trong kim nh mt ui:

Min bc b

Min chp nhn

-W1-

Min bc b

Min chp nhn

W1-

Cc bc chung gii bi ton kim nh

Bc 1: Pht biu gi thit v i thit

H 0 : = 0

H1 : 0

hoc

H 0 : = 0

H 1 : > 0

hoc

H 0 : = 0

H 1 : < 0

Bc 2: Xc nh mc ngha v xy dng min bc b

+ Mc ngha
+ Min bc b (ty thuc vo phng php kim nh, loi phn phi v mc ngha).
Bc 2: La chn phng php kim nh v loi phn phi ca n.
Bc 4: Tnh gi tr quan st ca tiu chun kim nh kqs
Bc 5: So snh vi min bc b kt lun:
134

- Nu kqs W ta s bc b gi thit H0 v tha nhn gi thit H1.

- Nu kqs W : Ta kt lun rng cha c c s tha nhn gi thit H1.
C th tm tt cc bc gii bi ton kim nh theo s sau:
B1: Pht biu gi thit v i thit
B2: Xc nh mc ngha
B3: La chn phng php kim nh v loi phn phi ca n
B4: Tnh gi tr kim nh (gi tr quan st) kqs
B5: Tm min bc b v kt lun

CC PHNG PHP KIM NH THAM S

Kim nh gi thit v tham s trung bnh ca tng th
iu kin: Bin nh lng v phn phi ca bin phi tun theo quy lut phn phi chun.
Trng hp bit phng sai (2) hoc lch chun ca tng th
i vi trng hp kim nh gi thit v tham s trung bnh ca tng th, chng ta c th thc
hin thng qua cc bc sau:
B1: Pht biu gi thit v i thit:
i xng

Phi

Tri

Gi thit

H0:

= 0

H0:

H0:

i thit

H1:

H1:

> 0

H1:

< 0

B2: Xc nh mc ngha
B3: Xc nh phng php kim nh: Phng php kim nh tham s trung bnh vi bit.
B 4: Tnh tiu chun kim nh
K qs U =

(x )
0

, trong x l trung bnh mu.

Bc 3: Xc nh min bc b
Min bc b W l tp hp nhng im tho mn iu kin:

x 0
W = U =

hay

U U

n
,U 1

kim nh i xng - bc b H0, chp nhn H1 vi 0.

135

U U 1 kim nh pha phi - bc b H0, chp nhn H1 vi > 0.

U U 1 kim nh pha phi - bc b H0, chp nhn H1 vi < 0.
Chng ta so snh kqs vi W a ra kt lun
tin cho vic theo di, c th tm lc nhng bc ca bi ton kim nh tham s trung bnh
trn nh bng sau:
KIM NH THAM S TRUNG BNH CA TNG TH
(khi bit)
1. Gi thit v i thit:
i xng
Gi thit
i thit

H0:
H1:

Phi

= 0
0

H0:
H1:

Tri

0
> 0

H0:
H1:

0
< 0

2. Xc nh mc ngha
3. Phng php kim nghim: Tham s trung bnh tng th
4. Tiu chun kim nh:
(khi cha bit thay bng s)
(x 0 ) n
k qs U =
5. im ti hn v min bc b:

i xng

Phi

Tri

im ti hn
Min bc b

- U1-/2 v U1-/2
U<- U1-/2 v U>U1-/2

U1-
U>U1-

- U1-
U<-U1-

Biu hin qua

hnh v

BB
-U1-/2

CN

BB
U1-/2

BB

BB

U1-

-U1-

 V d: Trng lng mt loi sn phm do nh my sn xut l i lng ngu nhin tun theo
qui lut phn phi chun, c trng lng qui nh l 20kg v lch chun l 2kg. C kin cho
rng: Do thit b hot ng khng n nh nn trng lng sn phm thay i, ngi ta tin
hnh kim tra 100 sn phm v o c trng lng trung bnh l 20,35kg. Vi mc ngha =
0,05. Hy kt lun xem trng lng ca sn phm thay i cha? Cho bit U0,975=1,96.
Gii: Gi X l trng lng sn phm do nh my sn xut. Theo gi thit X l i lng ngu
nhin tun theo qui lut phn phi chun, trong = 2(kg), M(X) = 20(kg).
Ta c bi ton kim nh gi thit v gi tr tham s ca qui lut phn phi chun.
B1. Pht biu gi thit:
H0 : = 0= 20(kg)
H1: 0
B2. Mc ngha =0,05
B3. Phng php kim nh: y l bi ton kim nh tham s trung bnh vi lch chun
bit.
136

B4. Xc nh tiu chun kim nh: Tiu chun kim nh c chn l:

k qs U =

(x )

n (20,35 20 ) 100 3,5

=
= 1,75
2
2

B5. Xc nh min bc b v kt lun:

Vi mc ngha = 0,05, min bc b tng ng trong trng hp ny c dng:

x 0
W = U =

,U U

= U 0,975 = 1,96

Minh ha bng hnh v:

1,75
Min bc b

1,96
Min bc b

Kt lun: V kqs W nn cha c c s bc b gi thit H0, tc l kin cho rng trng

lng trung bnh ca sn phm b thay i l cha c c s.
Trng hp cha bit phng sai (2):
i vi trng hp cha bit phng sai tng th, cn phi xem xt hai trng hp sau:
a. Trng hp mu nh n<30
Trong trng hp cha bit phng sai, cc gi thit v i thit cng ging nh trng hp
bit phng sai. Tuy nhin, tnh ton gi tr kim nh, cn phi tm lch chun iu chnh
(s) ca mu tin hnh phn tch. V mu kh nh (n<30), c th gi nh hm phn phi tun
theo hm T-student. Khi , tiu chun kim nh c chn l:
k qs T =

(x )
s

0
'

Vi x l trung bnh mu v s l chnh lch chun iu chnh ca mu.

Vi mc ngha , min bc b:

x 0
W = T =
s'

, T(n 1)

Khi :

T T(n 1) hoc P(T)< bc b H0, chp nhn H1 (hay 0).

2

T T(n 1) hoc P(T)<2 bc b H0, chp nhn H1 (hay > 0).

T T(n 1) hoc P(T)<2 bc b H0, chp nhn H1 (hay < 0).

 V d : Mt nh sn xut mt loi bng n cho bit tui th trung bnh thp nht ca cc
bng n l 150 gi. Kim tra mt cch ngu nhin 25 bng n, ngi ta o c tui th trung
bnh ca chng l 145 gi. Vi tin cy 99%, c th kt lun g v li tuyn b trn. Cho bit,
137

 lch chun hiu chnh mu l 6 gi v tui th trung bnh ca loi bng n trn l i lng
ngu nhin phn phi chun.
Gii:
Gi l tui th trung bnh ca loi bng n trn, theo gi thit l i lng ngu nhin phn
phi chun. Ta c bi ton kim nh gi thit tham s vi n 30.
B1. Pht biu gi thit:
H0 :

0 = 150

H1 :

<0

B2. Xc nh mc ngha =0,05

B3. Phng php kim nh: y l trng hp kim nh mt ui bn tri vi mu nh,
cha bit.
B4. Tnh tiu chun kim nh:
Tiu chun kim nh l :
k qs T =

(x )
s'

(145 150 )
6

25

= 4 ,167

Vi mc ngha = 0,01, min bc b:

X 0
W = T =
S

( 24 )
, T < T (n 1 ) = T 0 , 01 = 2 ,49

Minh ha bng hnh v

-4,167

-2,49

Min bc b

Kt lun: V kqsW nn chng ta bc b gi thit H0 v chp nhn i thuyt H1, ngha l li

tuyn b rng tui th trung bnh ca loi bng n trn thp nht l 150 gi l sai.
b. Trng hp mu nh n30
Nu kch thc mu n 30, khi gi tr T(n1) s tin n gi tr U/2, khi tiu chun kim
2

nh trong trng hp ny l: k qs U =

(x )
s

0
'

 V d: Cng ty thit b vin thng ATC tin hnh mt cuc nghin cu tm hiu mc
hi lng ca khch hng sau khi thay i, ci tin mt s dch v nhm nng cao kh nng p
ng yu cu khch hng ca h. Trc khi ci tin cc dch v, mc hi lng ca khch hng
trung bnh l 75 (theo thang im t 0 n 100). Chn ngu nhin 350 khch hng tham kho
kin ca h sau khi cc dch v c ci tin, mc hi lng trung bnh tnh c l 82 vi
lch iu chnh mu l 8. Vi tin cy 95%, c th kt lun rng khch hng c hi
lng mc cao hn khng?
Gii:
B1. Pht biu gi thit v i thit:
138

V cng ty quan tm n vic ci tin cc dch v ca cng ty thit b vin thng c lm tha mn
khch hng mc cao hn so vi trc hay khng. Do ta t gii thit:
H0: 0 = 75
H1: >0 = 75
B2. Chn mc ngha =0,05
B3. Xc nh phng php kim inh: y l bi ton kim nh tham s trung bnh, cha bit,
mu ln hn 30
B4. Tnh gi tr kim nh
k qs U =

(x )
s

0
,

(82 75 ) 350
= 6 , 2363
8

B4. Tnh gi tr kim nh

Vi mc ngha = 0,05 v y l bi ton kim nh mt ui nn min bc b tng ng
trong trng hp ny c dng:

x 0
W = U =
s'

, U > U 1 = U 0 , 95 = 1,645

Vi mc ngha 5%,v U1-=1,645

1,645

6,2363
Min bc b

Kt lun: V kqsW nn gi thit H0 b bc b, ta kt lun rng vi vic ci tin cc dch v,

cng ty thit b vin thng ATC lm cho tha mn khch hng mc cao hn trc
Kim nh gi thit tham s t l
Trong mt s trng hp, chng ta cn kim nh gi thit v tham s t l ca cc phn t loi
A (loi phn t m chng ta mun nghin cu) trong tng th (P), gi fn l t l ca phn t loi
A c trong mu v P0 l mt t l c xc nh trc. Quy trnh kim nh nh sau:
B1. Pht biu gi thit v i thit
i xng

Phi

Tri

Gi thit

H0:

P = P0

H0:

P P0

H0:

P P0

i thit

H1:

P P0

H1:

P > P0

H1:

P < P0

B2. La chn mc ngha =0,05

B3. Phng php kim nh: Kim nh tham s t l cc phn t loi A c trong tng th.
B4. Tnh gi tr kim nh:
k qs U =

( f n P0 ) n
P0 (1 P0 )

B5. Min bc b v kt lun:

139

Vi cho trc, ta c min bc b W l:

( f P0 ) n ;U
W = U = n
1
P0 (1 P0 )

Khi :

U U 1 kim nh pha phi - bc b H0 v chp nhp H1 (hay P > P0).

U U 1 kim nh pha tri - bc b H0 v chp nhn H1 (hay P < P0).

U U

kim nh i xng bc b H0 v chp nhn H1 (hay P P0).

Chng ta so snh kqs vi W a ra kt lun

Cc bc ca bi ton kim nh tham s t l cc phn t loi A trong tng th c th hin
trong bng sau:
KIM NH THAM S T L CA TNG TH
1. Gi thit v i thit:
i xng
Phi
Tri
Gi thit
H0:
P = P0
H0:
P P0
H0:
P P0
i thit
H1:
P > P0
H1:
P < P0
P P0
H1:
2. Xc nh mc ngha
3. Phng php kim nghim tham s t l tng th
4. Tiu chun kim nh:
( f n P0 ) n
P =
P0 (1 P0 )
5. im ti hn v min bc b:
i xng
Phi
Tri
im ti hn
- U1-/2 v U1-/2
U1-
- U1-
Min bc b
P<- U1-/2 v P>U1-/2
P>U1-
P<-U1-
M hnh

BB

CN

-U1-/2

BB
U1-/2

BB
U1-

BB
-U1-

 V d: Gi s mt sn phm ca cng ty sn xut v xe t chim c 42% th trng.

Hin ti, trc s cnh tranh ca i th v nhng iu kin thay di ca mi trng, ban lnh
o cng ty mun kim tra li xem th phn ca cng ty c cn l 42% hay khng. Chn ngu
nhin 550 t trn ng, kt qu cho thy 219 xe s dng v xe ca cng ty. C kt lun g
mc ngha 5%.
Gii: Trng hp ny ta ch quan tm n th phn ca cng ty c cn l 42% hay khng. Khi
:
B1. Pht biu gi thit v i thit:
Ho:

P = P0 = 0,42

H1:

P P0 = 0,42

B2. Chn mc ngha =0,01

B3. Chn phng php kim nh: Phng php im nh i xng tham s t l trong tng th.
140

B4. Tnh tiu chun kim nh

k qs P =

219
0,42 ) 550
= 550
= 1,037
P0 (1 P0 )
0,42 (1 0,42 )

( f n P0 ) n

Vi mc ngha 5%, ta c th xc nh min bc b nh sau:

( f P0 ) n
W = U = n
, U > U = U 0 , 975 = 1,96
1
P0 (1 P0 )

Th hin qua hnh v

Min bc b

Min bc b
-1,96

-1,037

-1,96

V kqsW nn chng ta bc b gi thit H0 v chp nhp H1 c ngha th phn ca cng ty

thay i so vi 42%.
Kim nh s khc nhau gia trung bnh ca hai tng th
iu kin ng dng: Hai bin nghin cu (i din o lng hai mu) phi l bin nh lng,
tun theo quy lut phn phi chun v phng sai bng nhau.
Kim nh tham s trung bnh da trn hai bin (mu) c lp
a.Trng hp bit phng sai 2 ca cc mu
iu kin thc hin phng php kim nh s khc bit ca hai trung bnh tng th (da trn
mu ngu nhin c lp) l d liu mu phi theo lut phn phi chun.
B1. Gi thit v i thit:
i xng

Phi

Tri

Gi thit

H0: x - y = D0

H0: x - y D0

H0: x - y D0

i thit

H1: x - y D0

H1: x - y > D0

H1: x - y < D0

B2. Chn mc ngha

B3. Xc nh phng php kim nh : Phng php kim nh s khc bit tham s trung bnh
gia hai mu (c lp) Phn phi chun.
B4. Xc nh tiu chun kim nh :
k qs U =

x y D0

x2
nx

y2
ny

B5. Min bc b v kt lun: Min bc b vi cho trc :

141

Nu H1 ng tc x - y > D0, khi W: U =

x y D0

2
x

nx

y2

> U1

ny

Nu H1 ng tc x - y < D0, khi W: U = x y D0 < U

1
x2
nx

y2
ny

Nu H1 ng tc x - y < D0, khi W : U = x y D0 U

x2
nx

y2

ny

Tnh h s quan st, so snh vi min bc b v kt lun.

 V d: Ngi ta tin hnh nghin cu v thi gian s dng trung bnh ca hai nhn hiu pin X
v Y (cng chng loi) ca hai nh sn xut khc nhau. Chn ngu nhin mi nhn hiu 100 vin
pin kt qu ghi nhn c nh sau: Pin X c thi gian s dng trung bnh l 308 pht, lch
chun 84 pht, cc ch s tng tng ca pin Y ln lt l 254 pht v 67 pht. Vi mc ngha
= 0,10 ,c th kt lun thi gian s dng trung bnh ca pin X ln hn pin Y t nht l 45 pht
c khng ? Bit thi gian s dng trung bnh ca hai nhn hiu pin trn l cc i lng ngu
nhin phn phi chun.
Gii: p dng phng php kim nh s khc bit gia hai trung bnh tng th theo lut phn
phi chun (cha bit v nx, ny <30).
Gi thi gian s dng trung bnh ca pin X v Y ln lt l x ,y; khi x ,y l cc i lng
ngu nhin phn phi chun. Theo bi, chng ta cn quan tm n vic thi gian s dng
trung bnh ca pin X c ln hn pin Y t nht l 45 pht hay khng. Do vy, B1. Gi thit v i
thit:
H0: x - y 45
H1: x - y > 45
B2. Chn mc ngha =0.1
B3. Phng php kim nh : Phng php kim nh s khc bit gia hai tham s trung bnh
khi a bit
B4. Tiu chun kim nh :
k qs =

x y D0

2
x

nx

2
y

308 254 45
84 2
67 2
+
100
100

ny

= 0 , 838

B5. Min bc b vi =0,05 cho trc :

Ta c W :

U=

x y D0

x2
nx

y2

> U 1 = U 0,90 = 1,28

ny

142

Minh ha bng v:
0,838

1,28
Min bc b

Kt lun: v kqs W nn ta cha th bc b H0 v chp nhn H1, tc l cha c c s kt

lun thi gian s dng trung bnh ca pin X c ln hn pin Y t nht l 45 pht.
b.Trng hp cha bit 2:
Trng hp kch thc mu ln (nx, ny 30):
Trng hp kch thc mu ln (nx, ny 30) vi gi nh c hai tng th X v Y phn phi chun,
ta c th dng cng thc v quy tc trn kim nh v vi phng sai hiu chnh mu s2x, s2y
thay cho phng sai tng th k c trng hp phn phi tng th khng chun.
Trng hp kch thc mu nh (nx<30; ny< 30):
Phng php kim nh s khc bit ca hai trung bnh tng th (da trn mu ngu nhin c
lp) theo lut phn phi Student (cha bit ):
Trong trng hp mu nh (hoc nx, hoc ny <30, hoc c nx, ny <30). Chng ta vn dng s2x v
s2y thay cho phng sai tng th.
nhng khi tiu chun kim nh s theo phn phi Student vi s bc t do c xc nh theo
cng thc:
(
btd

s x' 2
+
n x

'2
y

s 'y2 2
s
2
(
)
(
)
n y
n x
+
n x 1
n y 1
'2
x

B1. Gi thit v i thit:

i xng

Phi

Tri

Gi thit

H0: x - y = D0

H0: x - y D0

H0: x - y D0

i thit

H1: x - y D0

H1: x - y > D0

H1: x - y < D0

B2. Chn mc ngha

B3. Xc nh phng php kim nh : Phng php kim nh s khc bit tham s trung bnh
gia hai mu (c lp).
B4. Tiu chun kim nh :
K T =

x y D
s
n

'2
x
x

'2
y

B5. Min bc b vi cho trc:

143

Nu H1 ng tc x - y > D0, khi W:

T =

x y D0

,2
x

nx

Nu H1 ng tc x - y < D0, khi W:

T =

'2
y

s
s
+
nx
ny

Nu H1 ng tc x - y D0, khi W:

T =

< Tbtd

x y D0
'2
x

btd

ny

x y D0
'2
x

>

,2

'2
y

s
s
+
nx
ny

< T btd
2

Tnh h s quan st, so snh vi W v kt lun .

 V d: Kim tra chiu di trung bnh ca mt chi tit c ch to t hai thit b khc nhau
mt cch ngu nhin, ta c : mu ngu nhin 15 chi tit ca thit b th nht c chiu di trung
bnh l 100 cm v lch chun hiu chnh l 5 cm ; mu ngu nhin 10 chi tit ca thit b th
hai c chiu da trung bnh l 110 cm v lch chun hiu chnh l 3cm. Vi mc ngha =
0,05, hy kt lun xem kch thc trung bnh ca chi tit trn c ch to hai thit b trn c
nh nhau hay khng. Bit chiu di trung bnh ca chi tit trn l i lng ngu nhin phn
phi chun.
Gii: p dng phng php kim nh s khc bit gia hai trung bnh tng th theo lut phn
phi chun (cha bit v nx, ny <30).
Gi chiu di trung bnh ca chi tit c ch to trn hai thit b ln lt l x ,y vi x, y l
cc i lng ngu nhin phn phi chun. Theo bi, chng ta cn phi kim tra xem kch
thc ca chi tit c ch to trn hai thit b c nh nhau hay khng.
B1. Gi thit v i thit:
H0: x - y = 0
H1: x - y 0
B2. Chn mc ngha
B3. Xc nh phng php kim nh: Phng php kim nh s khc bit tham s trung bnh
gia hai mu (c lp), cha bit.
B4. Tiu chun kim nh:
T =

x y D0
'2
x

'2
y

s
s
+
nx
ny

T btd = T 022, 025 = 2 , 074

2

Trong bc t do c xc nh theo cng thc :

144

25
9 2
+
)
15
10
=
= 22 , 84
9 2
25 2
)
)
(
(
15
+ 10
9
14
(

btd

Minh ha bng hnh v:

-6,242

-2,074

2,074

Min bc b

Min bc b

Kt lun: kqs W, ta bc b gi thit H0 v chp nhn i thuyt H1, ngha l chiu di trung
bnh ca chi tit c ch to hai thit b trn l khc nhau.
Hai bin (mu) phi hp tng cp
iu kin p dng: Khi tin hnh so snh s khc nhau gia trung bnh hai tng th, hai mu cn
tha mn iu kin l d liu phi tun theo quy lut phn phi chun v phng sai ca hai mu
phi bng nhau.
B1. Gi thuyt v i thuyt:
i xng

Phi

Tri

Gi thit

H0: x - y = D0

H1: x - y D0

H0: x - y D0

i thit

H1: x - y D0

H1: x - y > D0

H1: x - y < D0

B2. La chn mc ngha

B3. La chn phng php kim nh: Phng php kim nh s khc nhau trung bnh ca hai
tng th (mu phi hp tng cp), chng ta dng bng phn phi chun (nu mu ln hn hoc
bng 30) hay phn phi T-student (nu mu nh hn 30)
B4. Tiu chun kim nh
K D =

( x D0 ) n
vi x v sd l trung bnh v lch chun ca n khc bit.
s'd

B5. Min bc b vi cho trc:

Nu H0 : x - y > D0, khi W:

T =

( x D0 ) n
> U1- (hoc -T(n-1); nu n<30)
s 'd

Nu H0 : x - y < D0, khi W:

T =

( x D0 ) n
< U1- (hoc -T(n-1); nu n<30)
s 'd

Nu H0: x - y D0, khi W: T =

( x D0 ) n
U1-/2 (hoc T(n-1);/2 nu n<30)
s 'd

Tnh h s quan st kqs so snh vi min bc b v kt lun.

M hnh ca bi ton kim nh s khc bit gia hai tham s trung bnh c th tm lc biu
sau:
145

KIM NH THAM S KHC NHAU HAI TRUNG BNH TNG TH

(da trn s phn phi tng cp)
1. Gi thit v i thit:
i xng
Phi
Tri
Gi thit
H0:
x - y =D0
H0:
x - y D0
H0:
x - y D0
i thit
H1:
x - y D0
H1:
x - y > D0
H1:
x - y < D0
2. Xc nh mc ngha
3. Phng php kim nghim s khc nhau ca hai trung bnh tng th - Bng phn
phi chun hoc T-student (nu n<30)
(x D0 ) n
4. Tiu chun kim nh T hoc U:
kqs T =
s'd
x v sd l trung bnh v lch chun iu chnh ca n khc bit
5. im ti hn v min bc b:
i xng
Phi
Tri
im ti hn
T(n-1);1-
- T(n-1);1-
- T(n-1);1-/2 v T(n-1);1/2

D<- T(n-1);1-/2
v D>T(n-1);1-/2

Min bc b
M hnh

BB

CN

-T(n-1);1-/2

D>T(n-1);1-

D<-T(n-1);1-

BB

BB

T(n-

T(n-1);1-

BB

-T(n-1);1-

 V d: Mt cng ty ha m phm tin hnh mt chin dch khuyn mi nhm mc ch tng

doanh s. nh gi xem vic khuyn mi c thc s lm tng doanh s hay khng, cng ty
chn ngu nhin 15 ca hng trong h thng phn phi sn phm ca mnh v kho st s khc
bit v doanh s bn trong tun l trc v sau chin dch khuyn mi. S liu thu thp c th
hin trong bng sau:
Ca hng
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15

Doanh s trong tun (triu ng)

Trc khuyn mi
57
61
12
38
12
69
5
69
88
9
92
26
14
70
22

Sau khuyn mi
60
54
20
35
21
70
1
65
79
10
90
32
19
77
29

di=(xi-yi)
-3
7
-8
3
-9
-1
4
4
9
-1
2
-6
-5
-7
-7
-18
x =-1.2

(di- x )2
3,24
67,24
46,24
17,64
60,84
0,04
27,04
27,04
104,04
0,04
10,24
23,04
14,44
33,64
33,64
468,40
sd=5,78
146

Vi mc ngha =0,05, c th kt lun chin dch khuyn mi lm tng doanh s hay

khng?
Gii:
Gi x , y ln lt l doanh s trung bnh sau v trc khi thc hin chin dch khuyn mi, x ,
y l i lng ngu nhin tun theo quy lut phn phi T-student (v n=15<30)
B1. Gi thit v i thit:
H0 :

x - y 0

H1:

x - y > 0

B2. Mc ngha =0,05.

B3. Phng php kim nh: Kim nh s khc nhau gia hai trung bnh ca tng th (hai mu
phi hp tng cp).
B4. Tnh gi tr kim nh:
k qs D =

( x D0 ) n
vi x v sd l trung bnh v lch chun ca n khc bit.
s 'd

T s liu trn, ta tnh c x =-1,2 v sd = 5,78. Khi Kqs s l:

k qs =

(x D0 ) n
1, 2 15
=
= 0 ,803
'
sd
5 , 78

B4. Min bc b v kt lun:

Vi H1: x - y > 0, khi W : T =

(x D 0 ) n
>T(n-1); = T(14),0,05 = 1,761
s' d

Minh ha bng hnh v:

-0,803

1,761
Min bc b

Kt lun: v kqs khng thuc W nn cha c c s bc b gi thit H0 v chp nhn gi

thuyt i H1 mc ngha =0,05, hay chin dch khuyn mi ca cng ty vn cha lm
tng doanh s.
Kim nh s khc nhau gia trung bnh t hai mu tr ln Phn tch ANOVA (Gm mt
bin nh lng v mt bin phn loi (bin nh tnh))
Mc tiu ca phn tch phng sai l so snh trung bnh ca nhiu tng th da trn cc trung
bnh mu, y l hnh thc m rng ca kim nh T-student. Trong trng hp bin phn loi c
nhiu hn 2, chng ta thng s dng phn tch phng sai (ANOVA Analysis of variance).
Ti sao vy?, bi v khi s dng kim nh t i vi hai mu c lp, trong trng hp bin phn
loi c 3 hoc nhiu hn 3 nhm, chng ta phi thc hin rt nhiu cp (k) so snh ln nhau tng
i mt, iu ny dn n mt tnh trng l sai s ca kim nh s ln hn rt nhiu so vi mong
mun ban u. V d, mi mt kim nh Z hay t (kim nh s khc nhau tham s trung bnh
gia hai mu c lp) cha ng mt sai s dng I, tng sai s ca dng I i vi k i gi tr
trung bnh bng I=1-(1 - )k. Trong mt trng hp c th, gi s chng ta c mt bin phn loi
147

vi 5 gi tr la chn v = 0,05, khi chng ta s c 10 so snh nu chng ta dng phng

php kim nh t. Sai s dng I ca kim nh t khi s l:
I =1 (1- )k = 1- (1-0,05) = 1-(0,95)10 = 0.40
Trong trng hp ny, sai s chng ta bc b gi thuyt H0 v bng nhau ca cc gi tr trung
bnh ngay c khi H0 ng l 40% ch khng phi l 5% nh ban u.
Cc iu kin s dng: Cc mu c rt ra theo cch ngu nhin v c lp (iu kin ny phi
c m bo), cc tng th c phn phi chun (hoc gn phn phi chun) v cc tng th c
cng phng sai.
Phn tch phng sai mt chiu: (One-Way Analysis of Variance)
Phn tch phng sai mt chiu l phn tch da trn nh hng ca mt nhn t nh lng n
mt nhn t nh tnh (dng phn loi).
Gi s t mt bin phn loi, chng ta c th chia tng th thnh k nhm tun theo quy lut phn
phi chun v c phng sai bng nhau da trn k mu ngu nhin c lp gm n1, n2,..., nk quan
st.
Gi xij l gi tr ca bin nh lng ang nghin cu ti quan st th j ca nhm th I, khi ,
x 1 , x 2 ,, x k l gi tr trung bnh ca cc nhm, x l trung bnh chung ca tt c cc nhm theo
bin nh lng ang nghin cu.
Gi gi tr trung bnh ca cc nhm trong tng th l 1, 2,, k th phng php phn tch
phng sai s cho php chng ta so snh s khc nhau gia tham s trung bnh ca 2 hay nhiu
nhm c trong mu suy rng ln tng th.
B1. Gi thit v i thit trong phn tch phng sai mt chiu c pht biu nh sau:
H0: 1= 2 = = k
H1: Tn ti t nht mt gi tr trung bnh ca nhm th I (i) khc vi t nht mt gi tr trung
bnh ca nhm cn li.
B2. La chn mc ngha
B3. Bi ton phn tch phng sai mt chiu (One-way ANOVA).
B4. Tnh tiu chun kim nh
tnh tiu chun kim nh trong phn tch phng sai (ANOVA), chng ta cn tin hnh tnh
cc ch tiu sau:

- Tng lch bnh phng gia cc nhm (Sum of squares between groups): phn nh bin
thin ca bin nh lng nh nghin cu do tc ng ca bin phn loi ang xem xt
k

SSG = ( x x i ) 2
i =1

- Tng lch bnh phng trong ni b nhm (Sum of squares within groups) phn nh bin
thin ngu nhin do nh hng ca cc yu t khc khng xem xt mu.
k

ni

SSW = ( x ij x i ) 2
i =1 j =1

- Tng cc lch bnh phng ton b (Total sum of squares): phn nh ton b bin thin ca
bin nh lng ang nghin cu.
148

ni

SST = ( xij x) 2 hay SST = SSW + SSG.

i =1 j =1

- Phng sai gia cc nhm (Mean squares between groups):

MSG =

SSG
k 1

- Phng sai trong ni b cc nhm (Mean squares within groups):

MSW =

SSW
nk

Lc tiu chun kim nh F (Fisher) c tnh bng:

F=

MSG
MSW

Chng ta c th tm gn cch tnh thng qua bng sau:

ANOVA
Sum of Squares

df

Between
Groups

SSG = ( x x i ) 2

Within
Groups

SSW = ( xij x i ) 2

Total

SST = ( x ij x ) 2

k-1

i =1

ni

i =1 j =1

n-1

Mean Square
SSG
k 1
SSW
MSW =
nk
MSG =

F=

Sig.

MSG
MSW

P(F)

ni

i =1 j =1

(SST=SSG+SSW)
B5. Min bc b:
Vi cho trc, chng ta bc b H0 nu F>Fk-1,n-k, vi k-1 l bc t do ca t s v n-k l
bc t do ca mu s.

 V d: Cng ty A l cng ty chuyn phn phi bt git cho th trng Thnh ph Nng,
hin ti cng ty phn phi n khch hng thng qua 4 ca hng 1, 2, 3, 4. a ra nhng
quyt nh marketing ph hp, cng ty mun xem xt c s khc nhau trong doanh s bn ca
cc ca hng hay khng, s liu thu thp trong mt nm ti cc ca hng c th hin bng
sau:
VT: triu ng
Thng 1
Thng 2
Thng 3
Thng 4
Thng 5
Thng 6
Thng 7
Thng 8

Ca hng s 1
120
123
134
123
132
111
176
192

Ca hng s 2
123
143
132
153
143
164
174
184

Ca hng s 3
112
127
156
176
145
204
275
284

Ca hng s 4
119
134
245
256
364
373
367
283
149

Thng 9
Thng 10
Thng 11
Thng 12

145
133
126
138

142
165
102
123

195
143
134
127

293
274
246
234

B1. Gi thuyt v i thit:

H0: Doanh s bn trung bnh hng thng ca cc ca hng l bng nhau (1=2=3=k)
H1 : Tn ti t nht mt ca hng c doanh s bn khc vi t nht mt ca hng cn li.
B2. Mc ngha =0,05
B3. Phng php kim nh : Thc hin phng php phn tch phng sai mt chiu.
B4. Tnh tiu chun kim nh :

- Doanh s trung bnh ca ca hng s 1: 137,75 triu

- Doanh s trung bnh ca ca hng s 2: 145,67 triu
- Doanh s trung bnh ca ca hng s 3: 173,17 triu
- Doanh s trung bnh ca ca hng s 4: 265,67 triu
- Doanh s trung bnh ca hng thng ca cng ty l 180,56 triu
- Tham s SSG = 124176,56
- Tham s SSW = 121275,25
- Bc t do k-1=3
- Bc t do n-k = 44
- Tham s MSG = 41392,18
- Tham s MSW= 2756,25
- H s Fisher (F) = 15,01
B5. Min bc b v kt lun:

- Ta c Fk-1;n-k; = F 3;47;0,05 = 2,816

- V F = 15,01 > 2,816 nn chng ta bc b H0, chp nhn H1 c ngha l tn ti t nht mt ca
hng c doanh s bn khc vi doanh s bn ca t nht mt ca hng cn li.
Hi quy tng quan (mi quan h gia hai hay nhiu bin nh lng)
Khi nghin cu mi quan h gia hai hay nhiu bin nh lng, chng ta c th s dng phng
php hi quy, trong i c mt bin nguyn nhn (bin c lp) v mt bin kt qu (bin ph
thuc). Trong phng php ny ngi ta c th tm ra c mi quan h v mc tc ng ca
bin nguyn nhn n bin kt qu nh th no. Gi s chng ta kim tra mi quan h tuyn tnh
gia s nm lm vic trong doanh nghip vi thu nhp. Khi , ta c th thy rng bin ph thuc
l bin thu nhp (bin Y) v bin c lp l bin s nm lm vic (bin X)
iu kin ng dng

- Gi tr ca bin X l hon ton c lp so vi bin Y

- Sai s trong m hnh phi tun theo quy lut phn phi chun
- Trung bnh cc sai s ca m hnh phi bng khng
150

- Phng sai ca sai s l mt hng s v c lp vi gi tr X

th
Trc khi xem xt mi quan h tng quan gia hai bin ny, chng ta cn phi xy dng th
gia hai bin s chng ta c th d on hm s thch hp m t mi quan h.
Qua th, chng ta c th d on c, c th dng phng trnh ng thng m t mi
quan h gia hai bin X, Y. Khi , m hnh hi quy gin n trn tng th c th c biu hin
nh sau:
Yi = 0 + 1Xi + i
Trong :

(1)

Xi l s nm lm vic ca ngi th i
Yi l thu nhp hng nm ca ngi th i
0 gi tr ca m hnh (gi tr ca bin Y) khi gi tr ca bin c lp X bng 0
1 o lng mc thay i ca bin Y khi bin X thay i mt n v
100000

80000

Thu nhap nam (trieu)

60000

40000

20000

0
6

10

12

14

16

18

20

Nam lam viec

Kim tra s ph hp ca m hnh

Phn tch phng - ANOVA (kim tra s tn ti mi quan h trong m hnh)
Mt m hnh tuyn tnh c xy dng khi n tn ti mi quan h gia bin c lp v bin ph
thuc, phn tch phng sai s cho php kim nh mi quan h tuyn tnh gia hai bin.

- Gi SST l tng bnh phng cc bin ng (gia gi tr thc t v gi tr trung bnh ca bin
n

y). Khi ta c: SST = ( y i y ) 2

i =1

- Gi SSR l tng bnh phng hi quy, l i lng bin ng ca gi tr thc t yi c gii

n

thch bi gi tr hi quy, SSR = ( y i y ) 2

i =1

151

- Gi SSE l tng bnh phng bin ng gia gi tr thc t v gi tr hi quy, khi ta c th

n

tnh c SSE = ( yi y i ) 2
i =1

SSR
vi k l s bin (trong trng hp ny
k
SSE
k=1) v trung bnh bnh phng phn d MSE =
nk

Khi trung bnh bnh phng hi quy s l MSR =

MSR
c phn phi F (Phn phi Fisherr) dng kim nh ngha ca
MSE
m hnh hi quy, do vy, gi tr F cng ln (hay P(F) cng nh hn ) th m hnh cng c
ngha.

Gi tr kim nh F =

H s R2 (s-square)
H s R2 dng o lng s ph hp ca m hnh tuyn tnh v n thng gi l h s xc nh
(coefficient of determination). H s ny biu hin t l phn trm bin i ca bin y c gii
SSR
SSE
thch bi cc bin x. Khi R 2 =
.
= 1
SST
SST
Tuy nhin, R2 ca mu c khuynh hng l c lng lc quan ca thc o s ph hp ca m
hnh i vi tng th. Do vy, R2a (gi l R2 iu chnh) c s dng phn nh chnh xc hn
s ph hn ca m hnh vi tng th v:
k (1 R 2 )
R =R
n k 1
2
a

Tnh cc h s trong m hnh

phng trnh (1) chng ta quan tm ch n hai h s 0 v 1, yu cu ca m hnh hi quy
l lm nhu th no tm c cc h s ny, chng ta c th th tnh ton cc gi tr tng ng
ca 0 v 1 l b0 v b1 trn mu ng lng ln tng th. t (x1, y1), (x2, y2),..., (xn,yn) l mu
gm n cp quan st trn ng hi qui tng th c dng:
yi = b0 + b1xi + ei
Theo phng php bnh phng b nht, ta c th c lng cc h s 0 v 1 t cc h s b0 v
tham s b1 ca mu sao cho tng bnh phng sai s ca phng trnh sau y l b nht:
n

i =1

i =1

SSE = ei2 = ( yi b0 b1 xi ) 2

Khi cc gi tr b0 v b1 c tnh nh sau:

n

b1 =

n x i y i ( x i )( y i )
i =1

i =1

i =1

n x ( xi )
i =1

2
i

Vi

y=

i =1

b0 = y bi x

i =1

yi

v x =

x
i =1

n
152

H s hi quy chun ha (standardized regression coefficient)

H s hi quy chun ha, k hiu l Beta biu hin dc ca ng thng (tm c theo
phng php bnh phng b nht) khi c hai bin X v Y c biu din bng thang o chun
ha, n c tnh bng:
sx
vi sx v sy l lch chun ca bin X v bin Y.
sy

Beta = 1

c lng cc tham s ca tng th

Phn tch hi quy khng ch m t cc d kin quan sat c m cng cho php suy rng cc kt
lun v mi quan h trong mu ln tng th. Suy rng cc kt qu ca mu cho cc gi tr ca
tng th da vo cc gi nh sau:

- Vi bt k mt gi tr X no th phn phi chun ca bin Y phi l phn phi chun

- Cc gi tr Y c lp i vi nhau tc l quan st ny khng b nh hng bi cc quan st
khc.
- Tt c cc tr trung bnh y khi X xy ra u nm trn mt ng thng l ng hi quy
tng th.
Khi chng ta bit cc gi tr b0 v b1 trn mu, chng ta s suy rng gi tr ny ln tng th cho
cc gi tr 0 v 1.
Nu t 2e v s2e l phng sai ca sai s ca mu (e) v tng th (), ta c:
n

s e2 =

e
i =1

2
i

n2

SSE
n 1

Nu t 1 l gi tr c lng ca b1 trn tng th th phng sai ca b1 s l:

s =
2
b1

s e2
n

(x

x)

i =1

se2
n

2
i

nx

i =1

Khi lch chun ca sai s s l:

se2

sb1 = s =
2
b1

x
i =1

2
i

nx

Suy ra c lng khng chch ca 2b1 s c xc nh:

b2 =
1

s e2
n

2
i

nx

i =1

Gi s t sai s hi quy (ei) tun theo quy lut phn phi chun th bin ngu nhin (t) l gi tr
dng kim nh:
T=

b1 1
sb1
153

Gi l mc ngha th ta lun lun tm c mt khong tin cy ca 1, khi :

b1 sb1 t n 2 1 b1 + sb1 t n 2
2

Kim nh cc tham s ca tng th

B1. Gi thit v i thit
i xng

Phi

Tri

Gi thit

H0:

1 = 1o

H0:

1 1o

H0:

1 1o

i thit

H1:

1 1o

H1:

1 > 10

H1:

1 < 1o

B2. Xc nh mc ngha
B3. Phng php kim nh: Kim nh t-student i vi mi quan h gia hai bin.
B4. Tnh tiu chun kim nh:

k qs T =

b1 10
sb1

B5. Min bc b v kt lun: Gi thit H0 c bc b khi:

T t n 1 (kim nh i xng)
2

T tn 1 (kim nh pha phi)

T < tn 1 (kim nh pha tri)

D on gi tr
Khi chng ta c cc h s b0 v b1, chng ta c th thnh lp c m hnh, thay cc gi tr xn+1
vo th ta c th tnh c gi tr d on ca m hnh.
yi = b0 + b1xi + ei
Vi mi gi tr ca xi chng ta s tm c cc gi tr d on ca yi tng ng lun ny trong
khong Y s y t n2 , vi sai ca da on s l:
1

s y = s e

1 ( x n +1 x) 2
+
n (n 1) s x2

KIM NH CHI BNH PHNG V TNH PH THUC HAY C LP CA CC

BIN
Kim nh gi thit v quy lut phn phi ca tng th
Kim nh gi thit v s phn phi ca tng th hay c th gi l kim nh s ph hp l kim
nh nhm xem xt d liu thu thp c ph hp (thch hp) n mc no vi gi nh v phn
phi ca tng th.
154

Gi s c mu ngu nhin n quan st c chia thnh k nhm khc nhau, mi quan st phi v
ch thuc v mt nhm th i no (i=1,2,,k).
Khi Oi l s lng quan st nhm th i, vn t ra l ta s dng mu quan st ny kim
nh gi thit H0 th hin cc xc sut pi mt quan st no thuc v nhm th i. Chng ta
cn tnh:
Tnh s lng quan st thuc v nhm th i trong trng hp gi thit H0 ng, ngha l tnh cc
gi tr mong mun Ei theo cng thc: Ei =n*pi
Nhm

GT thc t (Oi)

O1

O2

Ok

XS theo H0

p1

p2

pk

Gi tr mong mun (Ei)

E1

E2

Ek

df2 =
i =1

(Oi Ei ) 2
Ei

Tiu chun kim nh:

Trong :

Oi

: tn s quan st c trong thc t

Ei

: tn s theo l thuyt

df = k-1: mc t do trong php kim nh.

k

: s loi tnh cht hay s khong dng phn loi tnh cht

pi

: thng s c c nh t s liu thu thp c.

KIM NH CHI BNH PHNG
(kim nh v s phn phi tng th)

1. Gi thit v i thit:
Gi thit
.l bng nhau
i thit
l khc nhau
2. Xc nh mc ngha
3. Phng php kim nghim Chi bnh phng.
k
(O E )2
4. Tnh tiu chun:
2 = i i
Ei
i=1
5. im ti hn v min bc b:
L kim nh mt ui (df=k-1) vi:
im ti hn
2df;
Min bc b
2 > 2df;
M hnh

BB
2df;

155

 V d 1: Trong mt t ra thi trc nghim mn Kinh t vi m, ngi ta tin tng rng

60% sinh vin tham gia thi s t im u trn bi thi trc nghim ny vi tin cy 95%.
Chn mt cch ngu nhin 200 sinh vin tham gia thi v tin hnh iu tra. Kt qu thu c c
105 sinh vin t v 95 sinh vin khng t. Hi kt qu ny c tri vi kt qu mong i hay
khng ?
Gii: Gi p l t l sinh vin t im u, khi 1-p l t l sinh vin khng t
B1. Gi thit v i thit
H0: p=0,6
H1: H0 khng ng hay p0,6
Ch tiu
t
Khng t

L thuyt
0,6*200 = 120
0,4*200 = 80

Thc t
105
95

B3. Chn phng php kim nh =0,05.

B3. Xc nh phng php kim nh: Phng php kim nh s ph hp Chi bnh phng. V

(2df ); = (21 ); 0 , 05 = 3 ,843

df= k-1= 2-1= 1 nn vi tin cy 95% ta c
B4. Tnh tiu chun kim nh
df2 =

(105 120 ) 2 ( 95 80 ) 2
+
= 1,88 + 2 ,81 = 4 , 69
120
80

Minh ha bng hnh v

BB

3,843

4,69

Kt lun: V 4,69 > 3,843 nn bc b H0 mc ngha 0,05 v kt qu thi tri vi tin tng
ca nh son cu hi.

 V d 2: chn mt b th on cho mt trng i hc ngi ta c 3 ng vin v chng

ta phi kim tra xem t l cc on vin b phiu cho mi ng vin c khc nhau hay khng. Mt
mu 150 c tri hp l c chn ngu nhin t danh sch ca trng i hc y.
Kt qu kim phiu thu c nh sau:
- ng vin 1:

61

- ng vin 2:

53

- ng vin 1:

36

Gii:
Gi p1, p2 ,p3 ln lt l t l phiu bu ca cc on vin cho ln lt cc ng vin.
B1. Pht biu gi thit v i thit
Gi thit H0: p1= p2 =p3 =1/3
i thit H1: t nht mt trong cc t l nh hn 1/3
156

B2. Mc ngha =0,05

B3. Xc nh phng php kim nh: Phng php kim nh s ph hp Chi bnh phng. V

2df , = 22,0,05 = 5,9914

df= k-1= 3-1= 2 nn vi tin cy 95% ta c
B4. Tnh tiu chun kim nh:
Nu gi thit H0 ng th s c tri theo l thuyt bu cho cc ng vin u l 50. Khi :
B5. Kt lun: V 6,52>5,9914 nn chng ta c th bc b H0 tc l cc an vin b phiu
(61 50 ) 2 (53 50 ) 2 (36 50 ) 2
+
+
= 6,52
50
50
50
cho mt ng vin nhiu hn t nht mt ng vin cn li.

2 =

Kim nh chi bnh phng v tnh cht c lp hay ph thuc (kim nh hng ct hay
kim nh mi quan h gia hai bin biu danh)
trn ta xem xt trng hp d liu thu thp c xp theo mt tiu ch hay mt yu t. By gi
chng ta xem xt trng hp d liu c xp theo hai tiu ch, ngha l c phn theo hai yu
t c mi lin h hay khng. V d, trong phn tch nghin cu tip th, chng ta thng tm c
tn ti hay khng mi lin h gia gii tnh v hnh vi tiu dng, gia gii tnh v mc hon
thnh cng vic, gia tui tc v gii tnh..
Gi Oij l s lng quan st ng vi hng th i v ct th j v Eij l s l thuyt ng vi hng th
i v ct th j, khi ta c:
E ij =
E ij =

(Tng hang i) x(Tng ct j)

Tng ln cua mu
ri * c j

n
Khi t do s l df= (s ct -1)*(s hng-1)

KIM NH CHI BNH PHNG

(Kim nh mi lin h)
1. Gi thit v i thit:
Gi thit
Khng c mi lin h gia hai bin .... trong tng th
i thit
C mi lin h gia hai bin ..... trong tng th
2. Xc nh mc ngha
3. Phng php kim nghim Chi bnh phng.
4. Tnh tiu chun:
r

=
2

5. im ti hn v min bc b:
L kim nh mt ui (df=(r-1)*(c-1)) vi:
im ti hn
Min bc b

M hnh

i =1 j =1

(Oij

Eij ) 2

Eij
2df;
2 > 2df;
BB
2df;

157

V d 1: Mt nh nghin cu th trng mun xc nh mi tng quan c th c gia kch c xe

t v hng sn xut i vi cc xe mi c mua trong thi gian gn y. Mt mu 1000 xe
mi mua trong nc chn ngu nhin v phn loi theo kch c v hng sn xut. D liu thu
c:
Loi xe
Nh
Trung bnh
Ln
Tng hng i (ri)

Hng ch to
B
C
181
65
142
82
60
45
192
383

A
157
126
58
341

D
10
46
28
84

Tng ct j
(cj)
413
396
191
1000

Nh vy cc gi tr thc t quan st c v gi tr l thuyt nh sau:

Loi xe
A
Nh
Trung bnh
Ln
Tng hng i (ri)

157
(140,833)
126
(135,036)
58
(65,131)
341

Hng ch to
B
C
181
65
(79,296) (158,179)
142
82
(76,032) (151,668)
60
45
(73,153)
(36,672)
192
383

D
10
(34,692)
46
(33,264)
28
(16,044)
84

Tng ct j
(cj)
413
396
191
1000

Chng ta dng php kim nh chi bnh phng so snh gi tr qua st c v gi tr l thuyt
vi cc bc sau:
B1. Pht biu gi thit v i thit
Gi thit H0: Hai yu t dng phn loi c lp nhau trong tng th
i thit H1: Hai yu t dng phn loi ph thuc nhau trong tng th
B2. Xc nh mc ngha =0,05.
B3. Phng php kim nh: Phng php kim nh Chi bnh phng v mi quan h gia hai
bin.
2 =

(O

ij

E ij ) 2

ij

E ij

= 45 ,81

B4. Tnh tiu chun kim nh

B5. Kt lun : V df= (r-1)*(c-1)=(3-1)*(4-1)=6 nn
(26 ); 0 ,05 = 12 ,5916
2 = 45 ,81 > (26 ); 0 , 05 = 12 ,5916

Vy ta bc b gi thit H0 tc l kch c xe v hng sn xut xe do khch hng chn la l nhng

nhng bin ph thuc ln nhau ch khng phi c lp.

158

CC PHNG PHP KIM NH PHI THAM S

Kim nh phim tham s l cc loi kim nh t i hi cc gi thit v phn phi ca d kinn.
Thng thng, kim nh ph tham s ph hp nht trong cc trng hp chng ta khng th
dng cc kim nh tham s v d d liu m chng ta thu thp l loi d liu nh tnh (biu
danh hay th t) hoc khi cc d liu thuc thang o lng khong cch (interval) nhng khi
kim nh phn phi chun khng tha. Trong nhng trng hp nh vy, chng ta thng s
dng phng php kim nh phi tham s. Trong phn ny s cp n nhng kim nh sau:
Kim nh hai mu ph thuc (Du, Wilcoxon, Nemar)
phn kim nh tham s ta cp n vic so snh trung bnh ca hai tng th vi gii nh
tng th phn phi chun v c phng sai bng nhau. Khi cc iu kin ny khng tha mn ta
thc hin kim nh du.
ng dng: D liu mu tng cp phi hp, tng th khng phn phi chun v c th phng sai
khc nhau. Vic kim nh du thng c dng khi phn tch d liu t mu phi hp. Tuy
nhin, ngi ta t dng kim nh du do ni khng lm sng t c gi tr ca khc bit, kt
qu khng thuyt phc lm nn ngi ta thng thc hin kim nh Wilcoxon.
Trng hp mu nh (n<30)
Cch thc thc hin kim nh Wilcoxon trong trng hp mu nh nh sau:
KIM NH WILCOXON
(mu nh)
1. Gi thit v i thit:
i xng
Phi
Gi thit
1 = 2
H0:
1 2
H0:
i thit
1 2
H1:
1 > 2
H1:
2. Xc nh mc ngha
3. Phng php kim nghim Wilcoxon - Phn phi Wilcoxon.
4. Tnh tiu chun:
D = x1 - x2 (xt du)
Tiu chun
W = min [(-)]
W = min [(+), (-)]
5. im ti hn v min bc b:
i xng
Phi
im ti hn
W
W2
Min bc b
W < W2
W < W
M hnh
BB
BB
W2

B1. Tnh cc chnh lch

H0:
H1:

Tri
1 2
1 < 2

W = min [(+)]
Tri
W
W < W
BB
W

D=x1 - x2

B2. Chn mc ngha

B3. Phng php kim nh : Phng php kim nh Wilcoxon
B4. Tnh tiu chun kim nh :

- Xp hng gi tr tuyt i cc chnh lch D theo th t tng dn, cc gi tr bng nhau s nhn
hng trung bnh (b qua cc trng hp chnh lch bng 0).
159

- Tnh tng cng hng. Gi tr W ca kim nh l: W= min [(+), (-)]

B5. Tham chiu vi gi tr bng Wilconxon trong bng phn phi, so snh vi gi tr kim nh
a ra kt lun.

 V d: Mu 9 khch hng c chn ngu nhin v yu cu h cho bit s thch ca h v hai

loi kem nh rng A, B khc nhau thng qua mt thang im t 1 (rt khng thch) n 5 (rt
thch). Kt qu nh sau:
KH
1
2
3
4
5
6
7
8
9

Kem A
4
5
2
3
3
1
3
2
2

Kem B
3
5
5
2
5
5
3
5
5

Ch. lch
1
0
-3
1
-2
-4
0
-3
-3

Hng TQ
1,5
5
1,5
3
7

Hng (+)
1,5

Hng (-)

5
1,5
3
7

5
5
3

5
5
25

nh gi xem c hay khng mc a chung gia hai loi kem nh rng A, B vi mc

ngha 5%.
B1. Gi thit v i thit:
H0: Khng c s khc bit trong mc a chung gia A, B trong tng th
H1: C s khc bit trong mc a chung gia A, B trong tng th
B2. La chn mc ngha =0,05
B3. Xc nh phng php kim nh : Phng php kim nh Wilcoxon
B4. Tnh tiu chun kim nh: y l loi kim nh dng hai ui (i xng). Theo bng tnh ta
c: Kqs = W = min [3,25]=3
Tra bng phn phi ca kim nh Wilcoxon vi mc ngha 5% ta c
W2 =W2*0,05=W0,1= 4
Min bc b
W2=4

W=3

V W<W2 nn ta cha c c s bc b H0 tc l cha c c s chng minh c s khc

bit trong a chung ca ngi tiu dng gia sn phm A, B trong tng th
Trng hp mu ln (n30)
Trong trng hp mu ln, dng phn phi chun thay th cho phn phi ca kim nh
Wilcoxon. Gi tr trung bnh v phng sai ca hai mu c tnh:
n ( n + 1)
4
n ( n + 1 )( 2 n + 1 )
=
24

T =

2
T

160

KIM NH WILCOXON
(mu ln)
1. Gi thit v i thit:
i xng
Phi
Tri
Gi thit
H0:
1 = 2
H0:
1 2
H0:
1 2
i thit
1 2
H1:
1 > 2
H1:
1 < 2
H1:
2. Xc nh mc ngha
3. Phng php kim nghim Wilcoxon Tham chiu phn phi chun.
4. Tnh tiu chun:
T T
k qs Z =
T
5. im ti hn v min bc b:
i xng
Phi
Tri
im ti hn
U1-/2
U1-
U1-
Min bc b
Z < -U1-
Z <U1-
Z <U1-/2
M hnh
BB
BB
BB

U1-/2

-U1-

U1-

 V d: Cng ty sn xut du gi u nhn hiu P thc hin mt chin dch qung co rm r

trong mc tiu xm nhp th trng mt thnh ph. kim tra xem chin dch qung co ny
c to ra c nhn bit v nhn hiu ni khch hng hay khng, trc v sau khi thc hin
chin dch qung co, mu 200 ngi mi a bn trong 50 a bn dn c (phng, x) ca
thnh ph c chn v yu cu k tn 5 loi du gi u.
tng a bn, trc v sau khi thc hin chin dch qung co, s ln du gi u nhn hiu P
c k tn c ghi nhn li. Chnh lch v s ln du gi u nhn hiu P c k tn gia
trc v sau khi qung co c tnh ton, xp hng theo gi tr tuyt i ca chng (khng c
chnh lch 0). Tng cng hng ca cc chnh lch dng c gi tr nh hn v bng 625. Thc
hin kim nh Wilcoxon, ta s xem xt xem sau chin dch qung co, du gi u nhn hiu P
c c khch hng bit n nhiu hn trc hay khng vi mc ngha 5%?
Gii:
B1. Gi thit v i thit
H0: S nhn bit nhn hiu du gi u P trc v sau chin dch qung co l ging nhau
H1: Sau chin dch qung co, du gi u nhn hiu P c khch hng bit n nhiu hn
B2. La chn mc ngha =0,05
B3. La chn phng php kim nh : Kim nh Wilcoxon vi tham chiu l tham chiu phn
phi chun (Z) v n=50>30
B4. Tnh tiu chun kim nh
Vi mu n=50 ta c:

161

T =

n ( n + 1) 50 ( 49 )
=
= 673,5
4
4

T2 =

n ( n + 1)( 2 n + 1) 50 * 51 * 101
=
= 10731 , 25
24
24

p dung cng thc:

Z =

T T

625 637 ,5
= 0,1206
103 ,5917

T
Ta c Z=-0,1206 < U0,95= 1,65 nn chng ta cha c c s bc b gi thit H0 tc l
cha c c s chp nhn H1

Kim nh nhiu hn hai mu ph thuc (Friedman, Kendalls W, Cochrans Q)

Thang o lng v phng thc thc hin tng t nh Wilcoxon nh m rng cho nhiu hn 2
sn phm, tnh hung v kt qu c trnh by phn hng dn SPSS
Kim nh cho hai mu c lp (Mann-Whitney U)
Kim nh khng yu cu cc gi nh v hnh dng ca phn phi, n c dng cc gi thit
v hai mu c lp c xut pht t hai tng th c phn phi c th khng ging nhau. Kim nh
ny gn ging nh kim nh wilconxon v cc bin phi c th xp hng (trong kim nh
wilcoxon ta phi xt c du v hng cn trong kim nh Mann-Whitney U ta ch xt th hng m
khng cn xt du. Tnh hung v kt qu c m t phn SPSS.
Kim nh nhiu hn hai mu c lp (Kruskal-Wallis H)
Gi s rng chng ta c cc mu ngu nhin c lp gm k quan st, nu ta sp xp cc quan st
ny thnh tng nhm m mi nhm c phn phi tun theo quy lut phn phi chun v phng
sai ca chng bng nhau th chng ta c th dng phng php kim nh tham s (ANOVA)
phn tch.
Tuy nhin, c mt s trng hp, mu khng thoi mn nhng iu kin s dng ANOVA th
chng ta s dng phng php kim nh phi tham s vi phng php Kruskal-Wallis.
T tng th n quan st ta sp xp cc hng mt cch lin tc t nh n ln, nu gi tr quan st
trng nhau th hng xp ging nhau bng cch dng s trung bnh cng cc hng ca chng.
Gi R1, R2,..., Rk l tng ca cc hng c xp theo th t, khi t n quan st ta c ca k
nhm.
B1. Gi thit v i thit
H0: 1 = 2 = ... = k: Tham s trung bnh ca k nhm u bng nhau
H1: Tn ti t nht mt tham s trung bnh ca nhm i khc vi t nht mt tham s trung bnh
ca nhm cn li.
B2. Xc nh mc ngha
B3. Phng php kim nh Kruskal- Wallis
B4. Tiu chun kim nh W c tnh bng
k
Ri2
12
k qs W =
3(n + 1)
n(n + 1) i =1 ni

B5. Min bc b v kt lun :

162

Trong trng hp ny chng ta dng phn phi Chi bnh phng vi bc t do l k-1, khi
chng ta s bc b H0 nu W > k21, .
X L D LIU CNG SPSS
KIM NH THAM S
Kim nh t i vi tham s trung bnh mu
Nh chng ta bit, thu nhp trung bnh ca cc i tng phng vn l 33,224 triu/nm, c
gi thit cho rng thu nhp ca i tng m chng ta phng vn trn tng th l 32 triu/nm,
chng ta cn kt lun nhn nh c ng khng.
Khi , gi thit ca bi ton l:
H0 : = 0= 32 (triu) v H1: 0 = 32 (triu)
& Nhn Analyze Compare Means One sample T test.
& Chn bin cn phn tch vo Test Variable(s), t gi tr 0 vo Test Value.

Nhn Option thit t

tin cy
(gi s tin cy l 95%)

& Bm Continue v bm OK hp hi thoi ban u, kt qu thu c nh sau:

Descriptive Statistics
N
Thu nhap nam (trieu)
Valid N (listwise)

200
200

Minimum
10750

Maximum
82500

Mean
33224.00

Std. Deviation
12932.72

One-Sample Statistics
N
Thu nhap nam (trieu)

200

Mean
33224.00

Std. Deviation
12932.72

Std. Error Mean

914.48

163

One-Sample Test

Thu nhap nam (trieu)

t
1.34

df
199

Sig.
(2-tailed)
.182

Test Value = 32000

95% Confidence Interval of the
Difference
Mean
Lower
Upper
Difference
1224.00
-579.32
3027.32

Gi tr t-student
= 1,34

Gi tr p-value
=0,182>0,05

& Ti cc biu trn, ta c th bit gi tr trung bnh, lch chun ca mu. Ngoi ra t=1,34 nn
p-value=0,182>0,05 nn chng ta cha c c s bc b H0 hay cha c c s chp nhn H1.
Kim nh tham s trung bnh hai mu (hai mu c lp)
Gi s ta mun so snh thu nhp trung bnh gia nhng ngi c gii tnh nam v n trn tng
th c khc nhau hay khng, ta c gi thit:
H0: Thu nhp trung bnh ca ngi nam v ngi n bng nhau trn tng th
H1: Thu nhp trung bnh ca ngi nam v ngi n khng bng nhau trn tng th
& Nhn Analyze Compare Means Independent sample t-test.
& Chn bin thunhap vo Test Variables v bin gioitinh vo Grouping Variable

Nhn vo Define Groups

nh ngha cc nhm vi
Nam=1 v N = 0

Nhn vo Define Groups

nh ngha cc nhm vi
Nam=1 v N = 0

& Kt qu nh sau
164

Group Statistics
Thu nhap nam (trieu)

Gioi tinh
Nam
Nu

Mean
37053.23
26976.32

124
76

Std. Deviation
13962.42
7763.42

Std. Error Mean

1253.86
890.52

Trung bnh ngi c

gii tnh l Nam

Trung bnh ngi c

gii tnh l N
Independent Samples Test
Levene's
Test for
Equality of
Variances

Thu
nhap
nam
(trieu)

Equal variances
assumed
Equal variances
not assumed

t-test for Equality of Means

95% Confidence
Interval of the
Difference
Lower
Upper

df

Sig.
(2-ta
iled)

5.77

198

.000

10076.91

1747.75

6630

13524

6.55

196.4

.000

10076.91

1537.92

7044

13110

Sig.

17

.000

Nu sig. trong kim nh phng sai<0,05 th

phng sai gia hai mu khng bng nhau,
ta s dng kt qu kim nh t dng th 2

Mean
Difference

Gi tr t ca
kim nh

Std. Error
Difference

p-value ca
gi tr t

& Kim nh Leneves (gi thit H0: phng sai ca hai mu (bin) bng nhau, H1: phng sai
ca hai mu (bin) khng bng nhau) s cho php kim nh phng sai hai mu c bng nhau
hay khng, trong trng hp ny nu sig. ca F (trong thng k Leneves) < 0,05 ta bc b H0,
chp nhn H1 ngha l phng sai ca hai mu khng bng nhau, do vy gi tr t m ta phi tham
chiu l gi tr t dng th 2. Ngc li nu sig. >0,05 th phng sai ca hai mu bng nhau, ta
s dng kt qu kim nh t dng th nht.
& i vi kim nh t, ta nhn thy rng t=6,55 v p-value = 0,000<0,05 nm ta c th bc b H0
v chp nhn H1, c ngha l thu nhp trung bnh gia ngi nam v n s khc nhau.
Kim nh tham s trung bnh hai mu (hai mu ph thuc)
& Nhn Analyze Compare Means Paired sample t-test. Chn bin cn phn tch vo
Paired Variables.

Nhn Option thit t

tin cy
(gi s tin cy l 95%)

165

& Kt qu:
Paired Samples Statistics
Pair
1

Mean
42.9333
44.1333

TRUOCQC
SAUQC

N
15
15

Std. Deviation
30.6419
28.1422

Std. Error Mean

7.9117
7.2663

Paired Samples Test

Paired Differences

Pair 1

TRUOCQC - SAUQC

Mean
-1.200

Gi tr c lng
(gii hn di)

Std.
Deviation
5.7842

Std.
Error
Mean
1.4935

95% Confidence
Interval of the
Difference
Lower
Upper
-4.4032
2.0032

Gi tr c lng
(gii hn trn)

t
-.803

Gi tr t-student
= -0,803

df
14

Sig.
(2-tailed)
.435

Gi tr p-value
=0,435>0,05

& V gi tr t=-0,803 v p-value = 0,435>0,05 nn chng ta cha c c s bc b H0 tc l

cha c c s chp nhn H1.
Phn tch phng sai (Analysis of variance ANOVA)
Gi s chng ta mun so snh thu nhp trung bnh ca cc i tng lm trong nhng lnh vc
dch v - thng mi, xy dng v cng nghip c khc nhau hay khng. Gi thit v i thit s
l:
H0: Thu nhp trung bnh ca nhng ngi lm trong lnh vc dch v - thng mi, xy dng
v cng nghip bng nhau
H1: Thu nhp trung bnh ca ngi lm trong lnh vc dch v - thng mi, xy dng v cng
nghip khng bng nhau (c ngha l tn ti t nht mt thu nhp trung bnh ca mt ngnh
khc vi t nht mt thu nhp trung bnh ca hai ngnh cn li)
& Nhn Analyze Compare Means One-way ANOVA.
& Chn bin cn phn tch (nh lng) vo Dependent List v bin phn loi vo Factor

166

& Nhn Post Hoc chn loi kim nh nhm xc nh c th s khc bit gia cc nhm
(nhm no khc vi nhm no). Chng ta c th chn Bonferroni hoc Tukeys-b (hai thng k
ny u cho ra cng mt kt qu).
& Nu phng sai gia cc nhm cn so snh khng bng nhau, chng ta chn Tamhanes T2
(ng dng cho kim nh t tng cp nu phng sai ca chng khng bng nhau).

& Nhn Continue, nhn Option thit t cc la chn.

& Trong Homogeneity-of-variance kim nh s bng nhau phng sai cc nhm, Means
plot lm cho hnh minh ha.
Test of Homogeneity of Variances
Thu nhap nam (trieu)
Levene Statistic

df1
.414

df2
2

Sig.
197

.661

& V Sig. >0,05 nn ta c th khng nh l phng sai ca cc nhm l bng nhau, tha mn
iu kin ca phn tch ANOVA.

167

ANOVA
Thu nhap nam (trieu)
Between Groups
Within Groups
Total

Sum of Squares
87185676.623
33196619123.377
33283804800.000

df
2
197
199

Mean Square
43592838.312
168510756.971

F
.259

Sig.
.772

& Vi F=0,259 v p-value = 0,772>0,05 nn cha c c s bc b H0 hay cha c c s

chp nhp H1
& Trong cc trng hp khc, nu ta bc b H0 v chp nhn H1, vi thng k Bonferonni ta c
th bit c s khc nhau tng cp ca cc tham s trung bnh.
& Means plots
35000

Mean of Thu nhap nam (trieu)

34000

33000

32000
Dich vu thuong mai

Xay dung

Cong nghiep

Loai hinh doanh nghiep

Hi quy tuyn tnh

Gi s chng ta mong mun tm mi tng quan gia hai bin nm lm vic (bin c lp) v thu
nhp hng nm (bin ph thuc) trn tng th, chng ta s thc hin nh th no.
& V s , kim tra bng th gic mi quan h
& Vo Graphs, nhn Scatter

168

& Chn Simple v bm Define

& Chn cc bin vo Y Axis (bin ph thuc) v X Axis (bin c lp), bm OK

100000

80000

Thu nhap nam (trieu)

60000

40000

20000

0
6

10

12

14

16

18

20

Nam lam viec

& Chng ta c th xem ng hi quy l thuyt ca dy d liu bng cch click hai ln vo
chut.
& Sau khi mt mn hnh mi hin ra, vo Chart Option, hi hi thoi tip theo s hin ra
Bm OK Hi hi thoi s l:

169

& Bm Fit Options chn Linear regression

& Bm Continue v OK
100000

80000

Thu nhap nam (trieu)

60000

40000

20000

0
6

10

12

14

16

18

20

Nam lam viec

170

R rng trn hnh v bn, ta c th hnh dung c mi quan h tuyn tnh (theo ng thng) gia
s nm lm vic v thu nhp/nm. kim tra mt cch chnh xc, ta thc hin thao tc hi quy.
& Vo Analyze v Regression chn cc bin vo cc tng ng

ANOVAb
Model
1

Sum of Squares
449.294
1250.926
1700.220

Regression
Residual
Total

df
1
198
199

Mean Square
449.294
6.318

F
71.115

Sig.
.000a

a. Predictors: (Constant), Thu nhap nam (trieu)

b. Dependent Variable: Nam lam viec

V F=71,115 v p-value=0,000 nn chng ta c th khng nh tn to m hnh hay tn ti mi

quan h gia hai bin nm lm vic v thu nhp trn tng th.
Model Summary
Model
1

.514a

R Square
.264

Adjusted R Square

Std. Error of the Estimate

.261

2.51

a. Predictors: (Constant), Thu nhap nam (trieu)

Ta c R2 = 0,264 c ngha l bin s nm lm vic s gii thch 26,4% thu nhp/ nm ca nhn
vin (cn li l nhng bin s khc).
Ta c R2a =0,261, ta c th kt lun mi quah h gia hai bin ny rt yu v R2a =0,261<0,3.
Ch :

Nu

R2a

<0,3

Mi quan h yu

Nu

0,3 <= R2a

<0,5

Mi quan h trung bnh (chp nhn)

171

Nu
Nu

0,5 <= R2a

2

1 <= R

<0,7

Mi quan h kh cht ch
Mi quan h rt cht ch
Coefficientsa

Model
1

(Constant)
Thu nhap nam (trieu)

Unstandardized Coefficients
B
Std. Error
9.970
.491
1.162E-04
.000

Standardized
Coefficients
Beta
.514

t
20.304
8.433

Sig.
.000
.000

a. Dependent Variable: Nam lam viec

Bng coefficient cho php chng ta kim nh cc h s gc trong m hnh, ta c t1 = 8,433 v pvalue = 0,000<0,05 nn ta khng nh tn ti mi quan h gia hai bin vi h s gc b1=0,00011
c ngha l khi tng mi nm lm vic, thu nhp hng nm tang 110 ngn ng.
Ta c th thnh lp c phng trnh hi quy nh sau:
yi = 9.870 + 0,00011xi + e
KIM NH CHI BNH PHNG V TNH C LP HAY PH THUC GIA HAI
BIN (CROSSTABS)
Kim nh phn phi (kim nh s ph hp)
Tnh hung: Trong mt nghin cu c tnh ca b Y t, ngi ta mong mun kim tra gi thuyt
rng tn sut s dng dch v bnh vin ca cc ngy trong tun l nh nhau v gim 25% vo
cui tun. Mt mu gm 52 000 bnh nhn c phn phi sau:
Ngy
Th hai
Th ba
Th t
Th nm
Th su
Th by
Ch nht

S bnh nhn (quan st)

8623
8308
8420
9032
8754
4361
4502
52000

S bnh nhn (l thuyt)

8000
8000
8000
8000
8000
6000
6000
52000

Khi , gi thit v i thit:

H0: Nhu cu khm cha bnh l nh nhau tt c cc ngy trong tun v gim 25% vo cui
tun
H1: Nhu cu ny c mt dng phn phi khc

172

Kim nh chi bnh phng v tnh cht c lp hay ph thuc (kim nh hng ct hay
kim nh mi quan h gia hai bin biu danh)
Ngi ta dng kim nh Chi bnh phng kim nh s kt hp gia bai bin (biu danh hoc
th t). C mt s ch nh sau:

- 2 c thit lp xc nh c hay khng mt mi lin h gia hai bin, nhng n khng ch

ra c cng ca mi lin h . Trong trng hp ny, cn s dng cc o lng kt
hp.
- 2 cho php tm ra nhng mi lin h phi tuyn tnh gia hai bin.
- Vi kim nh Chi bnh phng, ta thnh lp c cc bng cho. H s V Cramer c p
dng cho tt c cc loi bng cho vi k l chiu b nht ca bng cho. Cng ca n bin
ng t 0 n 1.
2
V=

n(k 1)

Gi s ta chn phn tch tnh c lp gia hai bin nh tnh quy m doanh nghip (quymo) v
loi hnh kinh doanh (loaihinh). Cc bc tin hnh nh sau:
H0: Hai bin quy m doanh nghip v loi hnh doanh kinh c lp vi nhau trn tng th
H1: Hai bin quy m doanh nghip v loi hnh doanh kinh ph thuc vi nhau trn tng th
& Vo Descriptives statistics Crosstab chn cc bin vo cc tng ng
173

& Bm Statistics thit lp cc thng k

Gi tr kim nh
Chi bnh phng

Gi tr kim nh
p-value

& Bm Cells thit lp cc t l phn trm theo dng, ct hay tng cng
Chi-Square Tests
Pearson Chi-Square
Likelihood Ratio
Linear-by-Linear Association
N of Valid Cases

Value
38.665a
50.910
36.280

df

Asymp. Sig. (2-sided)

2
2

.000
.000

.000

104

a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 12.92.

174

Loai hinh doanh nghiep * Quy mo doanh nghiep Crosstabulation

Loai hinh
doanh nghiep

Dich vu thuong mai

Xay dung

Cong nghiep

Total

Quy mo doanh nghiep

vua va nho
lon
11
26
22.1
14.9
10.6%
25.0%
16
16
19.1
12.9
15.4%
15.4%
35
0
20.9
14.1
33.7%
.0%
62
42
62.0
42.0
59.6%
40.4%

Count
Expected Count
% of Total
Count
Expected Count
% of Total
Count
Expected Count
% of Total
Count
Expected Count
% of Total

Total
37
37.0
35.6%
32
32.0
30.8%
35
35.0
33.7%
104
104.0
100.0%

Symmetric Measures
Value
Nominal by
Nominal

Phi
Cramer's V

N of Valid Cases

Approx. Sig.
.610
.610
104

.000
.000

a. Not assuming the null hypothesis.

b. Using the asymptotic standard error assuming the null hypothesis.

Trong kim ny, ta thy gi tr Chi bnh phng = 38,665 v p-value=0,000<0,05 nn ta bc b

H0 v chp nhn H1 tc hai bin ph thuc ln nhau trn tng th.
H s Phi = 0,61 khng nh mi quan h gia hai bin ny kh cht ch.
KIM NH PHI THAM S
Kim nh hai mu ph thuc (Wilcoxon, kim nh du, kim nh Nemar)
Vi v d v nh gi hai loi kem trn, ta cgi thit:
Vi gi thit v i thit l:
H0: Khng c s khc bit trong mc a chung gia A, B trong tng th
H1: C s khc bit trong mc a chung gia A, B trong tng th
Cc bc thc hin nh sau:
& Vo Analyze Nonparametric Tests - 2 Related Samples

175

& Kt qu thu c:
Ranks
N
B-A

2a
5b
2c
9

Negative Ranks
Positive Ranks
Ties
Total

Mean Rank
1.50
5.00

Sum of Ranks
3.00
25.00

a. B < A
b. B > A
c. A = B

Test Statistics

B-A
-1.876a
.061

Z
Asymp. Sig. (2-tailed)
a. Based on negative ranks.
b. Wilcoxon Signed Ranks Test

& Nhn vo bng trn ta c th d dng din gii d liu, vi Z = -1,876 v p-value=0,61>0,05
nn ta cha c c s bc b H0 tc cha c c s chp nhn H1 hay cha c c s khng
nh c s khc bit trong mc a chung gia A, B trong tng th.
Ch : Kim n du v Nemar c th thc hin tng t
Kim nh nhiu hn hai mu ph thuc (Friedman, Kendalls W, Cochrans Q)
Trong trng hp ging nh v d trng hp kim nh wilcoxon, nhung by gi ta c 3 sn
phm A, B, C, khi
KH
1
2
3
4

Kem A
4
5
2
3

Kem B
3
5
5
2

Kem C
5
5
5
5
176

5
6
7
8
9

3
1
3
2
2

5
5
3
5
5

5
5
5
5
5

& Vo Analyze Nonparametric Test K Related Samples chn cc bin vo phn tch

& Kt qu:
Ranks
Mean Rank
A
B
C

1.39
2.00
2.61

Test Statistics
N
Chi-Square
df
Asymp. Sig.

9
9.308
2
.010

a. Friedman Test

& Vi Chi bnh phng = 9,308 v p-value=0,01<0,05 nn ta bc b H0 tc chp nhn H1 hay

c s khc bit trong mc a chung gia A, B, C trong tng th.
Kim nh cho hai mu c lp (Mann-Whitney U)
Tnh hung: C hai loi my n Toshiba v Yamaha ang tiu th ti Vit Nam, mt nh phn
phi mun kim tra mc tiu hao nguyn vt liu ca hai loi sn phm ny.
Nh phn phi gp cc khch hng s dng hai loi sn phm, tin hnh iu tra mc tiu hao
nguyn vt liu, tng s khch hng iu tra l 18 ngi trong 10 ngi s dng sn phm
Toshiba v 10 ngi s dng sn phm Yamaha, kt qu thu c nh sau:

177

KH
1
2
3
4
5
6
7
8
9
10

Toshiba
4000
3800
4600
4300
5000
5300
4900
4700
4000
5200

Yamaha
4200
4300
3400
3500
3800
4200
4300
3400

& Vo Analyze Nonparametric Test 2 Independent Samples chn cc bin vo phn tch

& Nhn Grouping Define nh ngha cc bin

& Kt qu nh sau
Ranks
TIEUHAO

NHANHIEU
Toshiba
Yamaha
Total

N
10
8
18

Mean Rank
12.15
6.19

Sum of Ranks
121.50
49.50

178

Test Statistics b
TIEUHAO
Mann-Whitney U
Wilcoxon W
Z
Asymp. Sig. (2-tailed)
Exact Sig. [2*(1-tailed Sig.)]

13.500
49.500
-2.364
.018
.016a

a. Not corrected for ties.

b. Grouping Variable: NHANHIEU

Ta thy gi tr Mann-Whitney U = 13,5, gi tr Z = -2,363 v p-value=0,18 nn ta bc b H0, chp

nhn H1 tc l c s khc nhau v mc tiu hao nhin liu trung bnh ca hai loi sn phm l
khc nhau.
Kim nh nhiu hn hai mu c lp (Kruskal-Wallis H)
Gi s nh chng ta c 3 nhm sn phm (thm mt sn phm ca hng Sonix), cch thc thc
hin nh sau:
& Vo Analyze Nonparametric Test K Independent Samples chn cc bin vo phn tch

& Vo Grouping Variable nh ngha bin, hin ti chng ta c 3 bin, chng ta t gi tr

maximum l 3, nu chng ta so snh 2 bin th chng ta nh s 2 (gi tr 1, 2, hay 3 ph thuc
vo cc nh ngha value label ca bin nhanhieu.

179

Ranks
TIEUHAO

NHANHIEU
Toshiba
Yamaha
3
Total

Mean Rank
10
8
8
26

Test Statistics

18.55
9.63
11.06

a,b

TIEUHAO
Chi-Square
df
Asymp. Sig.

7.318
2
.026

a. Kruskal Wallis Test

b. Grouping Variable: NHANHIEU

Ta thy gi tr Chi bnh phng = 7,318 v p-value=0,026 nn ta bc b H0, chp nhn H1 tc l

c s khc nhau v mc tiu hao nhin liu trung bnh ca ba loi sn phm l khc nhau.
TM TT
Trong nghin cu marketing, phn tch d liu lun bao hm kim nh gi thuyt. thc hin
mt kim nh ngi ta phi trnh by hai gi thuyt l gi thuyt khng ( thng k hiu H0) gi thuyt cn kim nh; v gi thuyt i ( thng k hiu H1) - gi thuyt thay th cho gi
thuyt khng khi gi thuyt H0 b bc b th chp nhn gi thuyt i H1 ny. Cc k thut
thng k cho php chng ta i n quyt nh l cc gi thuyt c c kim chng bng s
liu thc t hay khng.
Khi da vo mu kim nh gi thuyt c th mc hai loi sai lm. sai lm loi mt l sai lm
khi chng ta bc b mt gi thuyt ng. Sai lm loi hai l sai lm khi chng ta tha nhn mt
gi thuyt sai.
Thc hin mt bi ton kim nh bao gm cc bc: pht biu gi thuyt khng gi thuyt i;
xc nh mc ngha; la chn phng php kim nh; tnh gi tr kim nh; xc nh min
bc b; a ra kt lun.
Th tc kim nh gi thuyt c th c sp xp theo hai loi ch yu: kim nh tham s v
kim nh phi tham s- tu thuc vo thang o lng ca bin lin quan. Cc kim nh tham s
i s dng cc thang o lng l khong hoc t l, trong khi cc kim nh phi tham s ph
hp vi cc thang o lng l nh danh v th t. Kim nh tham s c nghin cu bao gm
kim nh tham s trung bnh ca tng th, kim nh tham s t l, kim nh s khc nhau gia
hai trung bnh hai tng th, kim nh s khc nhau trung bnh ca nhiu tng th v hi quy
tng quan. Kim nh phi tham s chng ta s nghin cu l kim nh v quy lut phn phi
ca tng th, kim nh v tnh c lp hay ph thuc, kim nh du, kim nh Wilcoxon, kim
nh Mann-Whitney...
Cc th tc kim nh u d dng v n gin nh vo s tr gip ca phn mm SPSS.
180

CU HI N TP
1.
2.
3.
4.

Th no l gi thuyt khng? Gi thuyt i? Cho v d?

Trong kim nh gi thuyt thng k c th vp nhng loi sai lm no?
Hy cho bit cc bc c bn thc hin bi ton kim nh?
S khc nhau c bn phn bit gia kim nh tham s v phi tham s.

5.Thi gian hon thnh mt sn phm ca nh my A qua qu trnh quan st 25 cng nhn theo
bng sau:
Thi gian (pht)
S cng nhn

40-42
2

42-44
6

44-46
10

46-48
4

48-50
3

Theo nhn nh ca nh my thi gian hon thnh mt sn phm l 44 pht, nh vy nhn nhn
ca nh my c ng khng? Gi s rng thi gian hon thnh mt sn phm ca cc cng nhn
l bin chun.
6. Theo thit k k thut chiu di sn phm A l 20cm. Sau thi gian sn xut, nghi ng chiu
di sn phm khng t yu cu. Tin hnh kim tra, ngi ta chn ngu nhin 64 sn phm
o v thu c kt qu nh sau chiu di trung bnh 20,5 cm v lch tiu chun iu chnh l
1cm. Bit rngchiu di loi chi tit trn l bin chun N(a,). Hy kim nh iu nghi ng vi
mc ngha =0,05 ?
7.Trong lng sn phm do nh my sn xut ra (X) l mt i lng ngu nhin phn phi
chun vi lch chun l =2 kg v trng lng trung bnh l 20 kg. Nghi ng my hot ng
khng bnh thng lm thay i trng lng trung bnh ca sn phm, ngi ta cn th 100 sn
phm v thu c kt qa sau:
Trng lng sn phm (kg)
S sn phm tng ng

19
10

20
60

21
20

22
5

23
5

Vi mc ngha =0,05 hy kt lun v nghi ng ni trn. Cho U0,95=1,645, U0,975=1,96 hy c

lng trng lng sn phm do nh my sn xut.
8. T l ph phm ca mt nh my theo d ton l 0,1 v c ngi cho rng t l l t l tht
s ca ph phm. Chn ngu nhin 100 sn phm ca nh my c thy 11 ph phm. Hy kim
nh nhn xt trn vi =0,05 ?
9. Gim c marketing ca mt cng ty s thc hin chng trnh khuyn mi sn phm A khu
vc X nu t l nhng ngi thng xuyn theo di chng trnh qung co sn phm A ca
cng ty trn truyn hnh l trn 15%. Thc hin iu tra 2500 ngi c ti vi khu vc c 380
ngi theo di chng trnh qung co sn phm ca cng ty. Vi mc ngha = 0,05, hy
gip gim c marketing quyt nh xem c nn thc hin chng trnh khuyn mi khng?
c lng t l nhng ngi thng xuyn theo di chng trnh qung co ca cng ty trn
truyn hnh? T l nhng ngi c my thu hnh khu vc l 20%. Cho bit U0,95=1,645,
U0,975=1,96.
10. nh mc thi gian lp t mt my vi tnh c nhn l mt i lng ngu nhin tun theo
qui lut phn phi chun c thi gian quy nh l 30 pht. Do c thay i trong qui trnh lp t
loi my vi tnh ny, ngi ta ngh rng iu ny c th dn n vic phi thay i nh mc thi
gian lp t my. Tin hnh kim tra th 5o my vi tnh v thu c kt qu sau:

181

Thi gian lp t (pht)

25-27
27-29
29-31
31-33
33-35

S my tnh
3
14
19
10
4

Vi mc ngha =0,05, hy kt lun xem c cn thay i nh mc thi gian lp t my hay

(24)
khng? c lng thi gian lp t trung bnh ca loi my vi tnh ? Cho bit T0,95 =1,711,
)
T0(,24
975 =2,064.

11. Mt cng ty sn xut giy dng cho my vi tnh theo k hoch cho ra nhng mu giy c
chiu di trung bnh 11 cm v lch chun 0,02cm. Vo nhng khong thi gian nht nh,
ngi ta ly ngu nhin nhng mu giy sn xut, xc nh chiu di trung bnh xem c bng
11cm khng bit my lm vic bnh thng hay c trc trc g. Trong mt ln kim nghim,
mt mu 1000 t giy c chn v chiu da trung bnh o c 10,998 cm. Nu tin cy
cho vic c lng chiu di trung bnh l 95% th nh sn xut c th kt lun g v giy sn
xut c?
12. Hng sn xut xe hi Mercedes mun nghin cu mc tiu hao trung bnh lng xng ca
mt loi xe ti do hng ny sn xut. Kt qu o c nh sau:
Tiu hao (lt/100km)
16-17
17-18
18-19
19-20
20-21
21-22
22-23
23-24

S xe
5
9
14
18
25
16
7
6

a. c lng tham s trung bnh vi mc ngha 5%

b. Hng khng nh mc xng tiu hao trung bnh l 19 lt /100km. Hy kim tra li li khng
nh ny vi mc ngha 5%?
13. Mt doanh nghip c s liu thng k v doanh thu bn hng ca mnh qua ba nm theo cc
thng nh sau:
N1
N2
N3

T1
250
320
360

T2
240
330
380

T3
260
330
380

T4
270
350
400

T5
280
360
410

T6
230
270
350

T7
290
230
300

T8
180
230
300

T9
210
270
350

T10
250
350
430

T11
270
350
430

T12
300
350
450

a, Hy d on doanh thu bn hng nm th 4.

b. Doanh nghip d kin nm th 4 s s dng 2% doanh thu thc hin chng trnh khuyn
mi. Hy tnh khon d kin ny.
c. D kin song song vi vic thc hin khuyn mi, sn lng mua ca doanh nghip tng ln
3%. Hy lp bng bo co kt qu.
182

14. Mt doanh nghip sn xut thc n nui g cng nghip mun kim tra trng lng ca
cc bao thc n do mnh sn xut. Chn cn th ngu nhin 50 bao thc n v kt qu thu c
nh sau:
20
35
27
27
32
27
26
29
29
28

25
21
33
36
25
31
32
31
37
32

29
26
22
28
36
30
29
29
38
40

32
32
36
23
33
29
36
32
36
30

30
33
29
36
24
22
30
31
39
28

a. Hy phn kt qu cn c thnh 5 lp.

b. c lng trng lng trung bnh ca cc bao thc n trn vi tin cy 95%?
15. Cng ty nc gi kht X c 3 loi sn phm l A, B, C vi mong mun s lng chai tiu th
ln lt chim 25%, 25%, 50%. Vi tin cy 95% hy kim nghim xem c tri vi mong
mun khng nu kt qu iu tra thu thp nh sau:
Sn phm
Sn lng tiu th

A
70

B
66

C
164

16. Trong mt ln kim tra s b v tnh hnh hc tp ca sinh vin mt trng i hc vi mt

mu chn ngu nhin gm 400 sinh vin phn loi gii, kh, trung bnh, yu. Vi gi thit
rng t l sinh vin theo cc tiu thc trn ln lt l: 20%, 50%, 20%, 10%. Kt qu kim tra
cho thy:
Gii
71

S lng SV

Kh
194

Trung bnh
89

Yu
46

Vi mc ngha 5%, hy xc nh xem gi thuyt trn c ng khng?

17. Hy th gi thit Ho v tnh cht c lp ca hai yu t phn loi A v B bng cch dng
php kim nh chi () cho trong bng sau vi mc ngha 5%?

A1
A2
A3

B1
39
63
30

B
B2
75
51
38

B3
42
70
29

18. nghin cu v nhu cu xem phim rp chiu bng ca nhn dn cc vng trong thnh ph
Nng, mt nhn vin marketing ca cng ty chiu bng thnh ph chn ngu nhin mt
mu gm 291 ngi iu tra. H c phn thnh ba vng: ni thnh, ven v huyn. Mi
ngi c hi bit c i xem phim:
(1): mi ngy mt ln
(2): t nht mt ln/tun

(3): t nht mt ln/thng

(4): t hn mt ln/thng

(5): khng i xem bao gi

Bng phn b trong mu theo vng v mc xem phim nh sau:

183

Vng

(1)
20
14
4
38

Ni thnh
Ven
Huyn
Tng s

Mc xem phim (s ln)

(2)
(3)
(4)
14
23
28
14
21
34
20
10
12
74
54
48

Tng s

(5)
12
12
53
77

97
95
99
291

Vi tin cy 95% hy xt xem mi quan h ngi dn gia cc vng trong thnh ph v mc

xem phim
19. Ngi ta mun iu tra xem gia loi tai nn lao ng c lin quan n tui ca ngi li
xe khng, kt qu thu c:

Di 35
Trn 35

Tui

Loi thng tt
Mnh
17
13

Chn, tay
9
61

S
5
12

T kt qu trn, nhn vin iu tra kt lun c mi tng quan gia tui v loi thng tt ca
ngi lao ng. Bn c ng khng vi tin cy 95%.
20. Mt vin thanh tra chi cc thu mun nghin cu xem c s khc nhau no trong vic k khai
h s thu gia ba nhm doanh nghip khc nhau hay khng v thu thp c s liu sau:

Kt qu

H s sai
H s ng

Loi doanh nghip

B
5
20

A
6
19

C
9
41

21. Nhn vin marketing ca mt hng nc ngt CBA mun nghin cu xem t l ngi thch
chn loi nc gii kht A c tng thm sau khi chin dch qung co c thc hin hay khng.
Mt mu 200 ngi ung nc ngt c chn ngu nhin v c hi h thch loi nc ngt A
hay B trc v sau khi thc hin qung co hon tt. mc ngha 0,05, c bng chng no cho
thy khch hng chung nc ngt A hn sau khi thc hin qung co khng? Cho bit:
Trc khi qung co
Sau khi
qung co

A
101
22

Loi A
Loi B

B
9
68

22. Vin thanh tra cht lng hng ca mt cng ty sn xut t mun tm hiu xem t l sn
phm h hng c khc nhau trong nhng ngy khc nhau trong tun hay khng. Mi ngy ngi
y chn ngu nhin mt mu 100 sn phm lm c trong ngy y. Kt qu nh sau:
Kt qu
S b hng
S tt
Tng

Th hai
12
88
100

Th ba
7
93
100

Th t
7
93
100

Th nm
10
90
100

Th su
14
86
100

mc ngha 0,05, c bng chng no cho thy t l hng h hng khc nhau trong ngy khc
nhau trong tun khng?
23. Trong mi tnh hung sau, cho bit phn tch thng k no bn s thc hin v cc kim nh
hoc cc bin m bn s s dng:
184

a.

Vi mt thang o Likert gm 9 im, ngi ta o lng kin ca mt nhm khch hng

i vi x phng Camay. Sau ngi ta chiu mt on phim qung co cho nhng
ngi tham gia ny ri o lng li ln th hai kin ca h. Qung co c t ti kh
nng lm thay i kin ca ngi mua?
b. kin khch hng i vi x phng Camay c tun theo qui lut phn phi chun khng?
c. Mt nghin cu da vo 1000 h gia nh, nhng ngi tr li c sp xp theo mc
tiu th ca h v kem (ng k, trung bnh, yu hoc khng) v mc thu nhp ca h
(cao, trung bnh, thp). Mc tiu th kem c quan h vi thu nhp khng?
24. Chin dch qung co hin ti s c thay i nu t nht 30% ngi tiu dng thch.
a. Xc lp gi thuyt khng v gi thuyt i
b. Kim nh thng k no bn s s dng? ti sao?
c. Mt iu tra da vo 300 ngi tiu dng ch ra rng 84 ngi trong s h thch qung
co. Qung co c phi thay i khng? ti sao?
25. Trong khun kh mt thc nghim nhm o lng nh hng ca gii tnh v mc thng
xuyn i du lch i vi s thch du lch ra nc ngoi, ngi ta thu c kt qu ca 30
ngi tr li nh phn sau. S thch c o lng i mt thang o 9 im (1= khng h thch,
9= hon ton rt thch). Gii tnh c m ho 1 i vi nam v 2 i vi n. Mc thng
xuyn i du lch dducm ho nh sau: 1= yu, 2= trung bnh, 3= cao.
S th t
Gii tnh
Mc thng xuyn i du lch
S thch
2
1
1
1
3
1
1
2
4
1
1
3
4
1
1
4
2
1
1
5
4
2
1
6
5
2
1
7
5
2
1
8
3
2
1
9
3
2
1
10
8
3
1
11
9
3
1
12
8
3
1
13
7
3
1
14
7
3
1
15
6
1
2
16
7
1
2
17
6
1
2
18
5
1
2
19
7
1
2
20
3
2
2
21
4
2
2
22
5
2
2
23
4
2
2
24
5
2
2
25
6
3
2
26
6
3
2
27
6
3
2
28
7
3
2
29
8
3
2
30
185

Vi phn mm SPSS, hy thc hin cc phn tch sau:

a. Nam v n c s thch khc nhau i vi i du lch ra nc ngoi hay khng?
b. Nhng ngi t i du lch, i du lch mc trung bnh v hay i du lch c s thch khc
nhau i vi vic i du lch ra nc ngoi khng?
c. Mc thng xuyn i du lch c khc nhau gia nam v n khng?
26. Sau y l mt vi d liu lin quan n nh hng A c thu thp t 45 khch hng. Cc
d liu ny lin quan mc thng xuyn n nh hng, gii tnh ca khch hng, nh gi ca
khch hng v khng gian, thi ca nhn vin phc v, cht lng cc mn n v gi c cc
mn n ca nh hng. Mc thng xuyn n nh hng c m ho 1,2 v 3 theo t thng
xuyn, thng xuyn v rt thng xuyn. Gii tnh c m ho 1 i vi nam v 2 i vi n.
nh gi v khng gian thong p nh hng, thi lch s vui v ca nhn vin phc v, cht
lng cao ca cc mn n v gi c cc mn n hp l ca nh hng c nh gi bi mt thang
Likert gm 7 im( 1=Rt khng tn thnh, 7= rt tn thnh). C 5 ngi tr li khng tr li
v c m ho bng gi tr khuyt l 9.
TT
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30

Mc
thng
xuyn n
3
1
1
3
3
2
2
1
2
1
3
3
1
3
1
1
3
2
1
3
3
2
1
3
1
2
3
2
1
2

Gii tnh

khng gian
thong p

2
1
1
2
2
2
1
1
2
1
2
2
1
2
2
2
1
1
1
1
2
2
1
1
2
2
2
1
1
2

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

nhn vin
phc v
lch s
6
2
3
5
4
3
4
1
4
1
7
5
3
4
3
4
6
5
1
7
6
3
1
7
2
3
6
4
2
9

mn n
ngon

gi c
hp l

5
4
6
5
7
5
4
3
3
2
6
6
3
5
4
2
4
4
3
4
7
1
3
6
2
4
6
2
3
4

5
6
7
3
4
2
3
4
6
4
4
4
1
3
5
4
5
3
4
1
7
4
2
7
1
4
5
5
1
6
186

31
32
33
34
35
36
37
38
39
40
41
42
43
44
45

1
1
2
2
3
3
3
3
3
1
1
1
1
1
1

2
2
1
1
1
1
2
2
2
1
1
1
1
1
1

1
4
3
4
5
6
6
5
7
4
2
1
2
3
1

2
6
4
6
7
5
7
6
7
3
3
3
4
3
1

9
5
3
5
7
7
5
4
6
4
4
2
3
4
4

3
9
2
7
3
3
3
3
3
6
5
3
6
6
5

a. Thit lp phn phi tn sut cho mi bin.

b. Lp mt bng cho gia hai bin: mc thng xuyn n nh hng v gii tnh ? mc thng
xuyn n nh hng c khc nhau gia nam v n khng ?
c. D liu v nh gi cht lng cc mn n c tun theo qui lut chun hay khng ?
d. Hy m ho li d liu nh gi s hp l v gi c theo mt thang o lng th t. Bin s ny c
thay i theo mc thng xuyn n nh hng?
26. bit c cht lng, gi c cc mt hng nh hng nh th no n mc a thch ca
khch hng i vi cc ca hng, ngi ta tin hnh nghin cu trn 14 ca hng. Cc ca hng ny
dducnh gi theo cc c tnh sau : mc a thch i vi ca hng, cht lng hng ho, mc gi. Tt
c cc nh gi c o lng bi mt thang im 11 trong im s cng cao biu th mc nh gi
cng tt.
S TT ca hng
Mc a thch
Cht lng HH
Gi
3
5
6
1
11
6
9
2
4
6
8
3
1
2
3
4
11
6
10
5
1
3
4
6
7
4
5
7
4
1
2
8
8
9
11
9
10
5
9
10
8
8
10
11
5
1
2
12
5
8
9
13
2
3
5
14
a. Phn tch thng k no l thch hp xem xt mi quan h gia bin mc a thch v cht lng
hng ho? Ti sao ? S dng phn mm SPSS thc hin phn tch v gii thch kt qu?
b. Phn tch thng k no l thch hp xem xt mi quan h gia bin mc a thch vi bin cht
lng hng ho v gi c? Ti sao ? S dng phn mm SPSS thc hin phn tch v gii thch kt
qu?

TI LIU THAM KHO

Dick R. Wittink, The Application of Regression Analysis (Boston: Allyn & Bacon, 1988), 3031.
William E. Becker, Statistics for Business and Economics (Cincinnati: South-Western College Publishing,
1995), 502.

187

CHNG CHN

NH GI KT QU NGHIN CU
V T CHC B PHN MARKETING

NI DUNG CHNH

Ni dung chnh ca chng ny gm:

-

Vai tr ca bn bo co nghin cu

Cc chc nng ca bn bo co nghin cu

Cc loi bo co kt qu

T chc b phn nghin cu marketing

188

Cng tc nghin cu k thut kt thc bng s gii thch nhng s liu v c kt thnh nhng
kt qu c lin quan n vn nghin cu. Nhim v ca nh nghin cu khng chm dt ti
m cn phi bn vi bc quan trng cho vic p dng kt qu nghin cu trong chng ny,
chng ta cp n vic chun b vit mt bn bo co r rng, chnh xc, c sc thuyt phc.
TRNH BY KT QU NGHIN CU
Bn bo co kt qu:
Ch khi no bn bo co gii thch cho khch hng hiu c cc s liu v cc kt lun, chng
minh cc kt lun l ng v c c nhng hnh ng thch hp, chng mi c gng v
ph tn dnh cho vic nghin cu mi chng minh c l ng. Mt bn bo co c xem l
thnh cng phi nu bt c sc sng ca cc pht hin v mt thng k v phi thuyt phc
c cc nh qun l chp nhn ng dng nhng pht hin vo thc t.
Chc nng ca bn bo co
Mt bn bo co c cha 3 chc nng chnh
- L phng tin m qua cc d liu v cc phn tch v cc kt qu c sp xp c h
thng v c nh v:
N l bn (ghi nhn) duy nht ghi chp c h thng cuc nghin cu.
N c xem nh ti liu tham kho cn thit cho cc cuc nghin cu trong tng lai.
- N phn nh cht lng ca cng trnh nghin cu: Cht lng cng trnh nghin cu c
nh gi ch yu qua bo co v ngi lnh o (m c cuc nghin cu phc v) rt t khi
tip xc c nhn vi cc nh nghin cu trong cng ty ca h v li cng t c dp tip xc nu
c quan nghin cu bn ngoi cng ty. Bi v bn bo co l bn lit k ca h v k nng
v thnh tch v thi gian, v t duy v s c gng dnh cho cng trnh nhin cu c ngha
quyt nh n tng lai ca nh nghin cu.
- L hiu qu ca bn bo co c th xc nh nhng hot ng d hiu, trnh by r rng s
gip cho vic ra hot ng hoc chnh sch thch hp. y l mc tiu ca mi cuc kho
st v thng mi v hnh chnh. Trong cc tnh hung khn cp, nhng bn sao c tnh thuyt
phc s gip cho lnh o ra quyt nh nhanh chng kh nng lm tng mc nhn thc
v hot ng ng ca cc kt qu qua kho st l tiu chun ch yu cho s thnh cng ca
bn bo co.
Bn bo co c th c trnh by bng vn bn hoc bng li ni. S thun tin hn nu ta trnh
by cc kt qu qua vic tho lun ming v cht vn kt qu c r rng, lm cho bn bo
co c cht lng hn. Tuy nhin, cht lng ca c hai dng bo co bng vn bn v li ni ty
thuc vo kh nng truyn t ca ngi bo co co c tt hay khng, mt vn bn bo co
c trnh by r rng s khng b nh gi thp. V vy k nng truyn t l k nng quan
trng nht cho mi ngnh ngh.
Cc loi bo co:
Mi loi bo co l mt cng vic c o ni sn lm cho thch nghi vi c trng ca vn ,
vi nhng thng tin cha ng trong n v cch suy ngh, th hiu ca ngi dng n. Tuy vy,
mt cch chung nht, cc kt qu nghin cu c th c bo co theo cc dng sau:
- Bo co gc l bn bo co u tin c xy dng da trn cc kt qu c c ca d n v
c nghin cu vit cho chnh mnh s dng. N bao gm cc ti liu v cc bn pht
tho s b. N lm c s cho bn bo co cui cng v sau d tr hnh ti liu xp vo h
s. Thng th vic xem n nh mt bo co b coi nh nn khng c sp xp chun cc
189

bo co cng nh khng c tp h s c sp xp c th t khi chng c lu gi. Vic sp

xp theo th t ch c thc hin khi ta cn n phng php lun hay nhng d liu ny cn
tham kho hay h tr cho cc cng trnh nghin cu tng lai.
- Bo co c ph bin: Loi bo co ny c son ra t nhng kt qu nghin cu ng
ti trong cc tp ch chuyn ngnh hoc trong cc chuyn kho, cc tp ch ph thng, cc tp
san... Khng c hnh thc thng nht cho loi hnh bo co ny do tnh cht thay i ca c
gi v cc n phm. iu quan trng to mt bo co hay mt mu in c chp nhn l
ngi vit phi xc nh c c tnh v vn quan tm ca c gi cng nh chnh sch
ca nh xut bn vit cho thch hp.
- Bo co k thut: Loi thng dng cho cc chuyn gia k thut. H quan tm ch yu n
cc m t chi tit v ton b qu trnh nghin cu, trong gii thiu cc gi thuyt c
nghin cu, quan tm n cc chi tit v mt lgc v ngha thng k, c th c nhng ph
lc phc tp v phng php lun, th tc cung cp cc ngun ti liu tham kho.
- Bo co cho lnh o: Loi ny phc v cho nhng ngi ra quyt nh (ngi lnh o). V
rt bn rn nn ngi lnh o ch quan tm ch yu phn ct li ca cng trnh nghin cu,
nhng kt lun chnh cng nhng xut v kin ngh. Bo co khng c rm r v nhng
thng tin v phng php lun nn vo ph lc tham kho nu cn.
Ni dung ca bn bo co cho lnh o:
Tnh cht ca mt bn bo co cho lnh o phi c xc nh t nhng yu cu cn bit v
thng tin ca ngi lnh o. Thng th bn bo co ny phi r rng, khng phc tp, ngn
gn, d c. Cu vn phi hon chnh, r rng v c chng minh bng s liu.
Mt hnh thc thng dng ca bo co cho lnh o gm cc mc sau:
I. Trang ta (trang ghi ta bo co).
II. Bn mc lc (c th cui).
III. Bn tm tt cho lnh o.
IV. Phn gii thiu.
V. Phng php lun.
VI. Kt qu.
VII. Nhng hn ch.
VIII. Nhng kt lun (rt ra t d liu ) v nhng xut (xut pht t kt lun).
IX. Ph lc.
X. Danh mc cc ti liu s dng.
Hnh thc ny l s sp xp mt cch hp l v c tnh qui c nhng bc trong vic chun b
bn bo co.
- Trang ta: Nn n gin, v trang trng, nu ch ca bn bo co, ai son tho v son tho
cho ai, ngy hon thnh v trnh.
- Bng mc lc: L phn trnh by cc mc ca bn bo co theo th t xut hin cng vi s
trang ca n. Nu bn bo co c mt s bng biu, biu hnh v hoc cc minh ha th
phi c bng ph lc ring cho tng loi t pha sau bng mc lc, hoc tng bn ring bit
trong cc trang c bit.
190

- Tm lc cho lnh o: N gip cho lnh o nm bt nhanh chng c chnh ca cuc

nghin cu. i vi nhiu v lnh o, bn tm lc l ct li ca bn bo co, ta khng nn
xem thng. Phn tm lc s c t trc cc chng c hay lp lun chi tit. N tm tt
mt cch ngn gn cc phn ch yu ca bn bo co bao gm cc s kin v kt qu chnh
cng vi cc quyt nh, bn tm tt l bn bo co thu nh li nhng khng thiu .
- Phn gii thiu: Nhm nh hng ngi c vo nhng tho lun chi tit ca vn ang
c nghin cu. Thng bao gm nhng l do lm cuc nghin cu, phm vi ca cng
vic, s hnh thnh phng php ca vn c nghin cu, nhng mc tiu cn t n v
c s hnh thnh cuc nghin cu.
- Phng php lun: Phn ny m t cch thc dng t n nhng mc tiu. Phn m t ny
phi lm r s dng m hnh nghin cu no? M hnh thm d, m t hay l th nghim.
Cc ngun d liu c nghin cu t m v s dng ra sao, cchly mu, cc loi bng
cu hi d dng v ti sao li dng n: S lng v loi nhn vin nghin cu c s dng
(chng hn nhng ngi i phng vn, gim st...).
- Cc kt qu: Phn ny thng di nht trong bn bo co v khi lng cc s liu thu thp
dng th l rt ln: din gii cc s liu ny phi sp xp, t chc sao cho c th truyn t
c ngha ca cc d liu. Vic ny cn n cc k thut thng k v phn tch. C mt s
phng tin gip ta trnh by kt qu nghin cu nh cc bng, cc biu , th... v khi s
dng phi gii thch y , r rng.
- Cc gii hn ca bn bo co: Trong cuc nghin cu, c th ny sinh mt s vn m phm
vi cuc nghin cu cha th i su lm r. Khi nh nghin cu (tc gi bn bo co) phi
trnh by r nhng gii hn c gi hiu.
- Cc kt lun v ngh: Phn ny trnh by cc kt lun v xut nhng hnh ng cn phi
lm rt ra t vic suy lun ca kt qu bng cc phng php qui np hoc din gii.
Nhng kt lun s xc minh hoc ph nhn nhng tin hoc cc gi thuyt a ra.
Nhng kt lun phi xut pht hp l t cc kt qu trnh nhng sai lm.
T cc kt lun nh nghin cu c iu kin tt nht nu ln cc xut v cc gii php
trong cn ch r nhim v ca ai, lm g, u, lc no v ti sao? Cc ngh khng ch
ph thuc vo bn cht ca quyt nh m cn ph thuc vo kin thc ca nh nghin cu v
ton cnh ca vn . Trong thm quyn ca mnh, cc nh nghin cu c th ngh v vic
nn c thm nhng cuc iu tra khc v vn ny hay cc vn khc c lin quan.
- Ph lc: Phn ny cung cp thm cc ch dn, cc t liu c a ra trong phn chnh ca
bn bo co. T liu trong ph lc cha ng ni dung thng tin chi tit v (hoc) trin khai
thng tin. V d, mt bn sao ca cu hi dng thu thp d liu, nhng ch dn cho ngi
phng vn...
- Danh mc ti liu tham kho c s dng:
y l phn cui cng trong trnh bo co. N cha ng nhng thng tin chi tit tham kho,
hoc nhng ti liu gc c tm thy trong nhiu dng thng tin chng hn bin bn hi ngh,
sch v, tp ch.
Nguyn tc khi son tho bo co:
Phng tin c bn truyn t cc kt qu nghin cu l t ng. Mi bo co u phi c li
gii thch cho tng kt qu t c v ngi vit bo co phi nm c ton b cuc kho st
c th s dng cc phng tin truyn thng khc nhau (t ng, biu tng, hnh nh) truyn
cho ngi khc hiu c kin thc .
191

Ni chung, khi trnh by mt bo co, phi theo cc nguyn tc sau:

- D theo di: Bn bo co phi c cu trc hp l, c bit trong phn thn ca bn bo co
cn trnh by r rng v d tm ra cc ch . Phi c cc dng tiu ch mi ch khc
nhau m ch bn n mt im m thi.
- R rng: Bo co phi c vit r rng trnh b hiu lm v khi khng hiu r c th ra
nhng quyt nh sai lm v gp phi nhng tht bi ng k. C th kim tra s r rng ca
bo co bng cch hai hoc ba ngi khng quen thuc vi cuc kho st c trc bn
bo co.
- Dng cu c cu trc tt:
- Trnh dng ngn t chuyn mn: Thng thng nn dng cc t chuyn mn trong bo co.
Cc thut ng chuyn mn cn c thay th bng cch m t hoc gii thch cch lm. Nu
cn thit phi dng cc t chuyn mn th phi xem xt liu ngi c c hiu khng v cn
c bng gii thch km theo.
Trnh by ngn gn: Mt bn bo co phi c di cn thit trnh by chi tit cc
ni dung, tuy nhin do tm l ngi c khng mun c nhng bo co di dng nn cn
phi trnh by gn nhng , xc tch.
Cn trnh by st vn , ch trng s r rng ca vn .
Nhn mnh cc kt lun c tnh thc tin: Trong bo co phi nhn mnh cc kt lun c
tnh thc tin ( c kim nghim qua thc t xa b cm gic ca cc nh kinh
doanh cho rng pht biu hoc nhn xt ca nh nghin cu thng ch c gi tr v l
thuyt v trong cc d liu l tng).
- S dng cc phng tin nhn trong bn bo co: Cc phng tin nhn bao gm: Biu
tranh nh, th... c th gip bn bo co thm sinh ng hn v ngi c bn bo co xem
xt cc kt qu mt cch trc quan hn, tuy nhin cc phng tin ny ch c kh nng h tr
ch khng thay c phn li trong bo co.
Nhng nguyn tc trnh by bng:
Trong bo co, khi trnh by hay phn tch nhiu s liu thng k chng ta cn lp cc bng s
d theo di. Vic trnh by bng phi tun th mt s nguyn tc quan trng ca vic trnh by
bng sau y:
- Ta (tn) bng: Tn bng phi m bo m t ng ni dung ca bng, phi ngn gn, r rng
v gii thch c cc bn cht ca vic sp xp cc thng tin trong bng.
- S ca bng: Cc bng phi c nh s th t ch r v tr ca chng trong h thng (v
d, bng 1-a; 1-6...).
- Cch sp xp cc mc: Phi xp cc mc theo mt lgc hay trnh t sao cho c th a ra cc
kha cnh ni bt nht ca d liu.
- n v o lng: n v o lng phi c nu r trong mc tr n r rng. Trong
mt bng c th c mt hoc nhiu n v o lng cho mi kha cnh nghin cu.
- Tng s: Trong a s cc trng hp, tng s c trnh by sau cng (di) hoc l phi. khi
cn nhn mnh cc tng s, c th t chng hng u tin v cn gch di cc con s ny
trnh nhm ln.
Cc tng s ph thuc c s dng cho mi nhm phn loi ring bit. Nu tng s c t
cui bng th tng s ph phi t ngay trong tng nhm phn loi v ngc li.
192

- Ngun gc d liu: Ngun gc d liu phi c ghi ch r rng tin cho vic tra cu khi
cn thit. Cc ghi ch ny phi c t di bng v v phi bn tri.
- Ch thch cui trang: Ch thch c s dng trnh by nhng iu khng th thc hin
c trn bng, bao gm mt s t tnh ca d liu hay phng php tnh ton. Li ch
gii c t ngay di bng nhng trc ngun gc d liu v phi c nh r bng k
hiu hay bng ch (ch khng phi bng s) trnh s nhm ln vi cc phn khc ca bng.
- Lm ni bt: K thut lm ni bt c p dng thng qua vic lm tng phn cch in gia
cc con s, ci (ha n, bin lai nhn...) v c nhn mnh bng cch dng cc dng ch
m v nht hay cc dng i.
Cc nguyn tc trnh by biu :
Cc biu c s dng lm r c cc phn quan trng ca bo co. Biu l phng
tin gip thy r cc cht liu c trnh by nn biu c s dng mt cch va phi.
Hin nay c rt nhiu loi biu nhng ay chng ta ch xem xt n cc loi biu nh:
Biu tuyn, biu thanh, biu thanh hai chiu, biu mi, biu dng bn , biu
lng hnh. Cc biu ny c nh r theo mc ch, loi mc nghin cu, i tng phi
bo co.
- Biu tuyn hay biu ng cong:
Loi biu ny c dng trnh by cc hm lin tc, v d s tng trng hay t l thay
i. Tuy nhin trong thc t cc biu tuyn thng c s dng trnh by s tng
trng gia cc im biu . V d bo co v doanh s bn ca 10 nm c biu ha
thnh ng ni lin cc doanh s bn tng cng hng nm.
Biu tuyn l dng biu thng c s dng. Biu ny th hin s bin thin v c
th biu hin nhiu ng biu din khc nhau ng vi cc b d liu khc nhau v cho php
s bin thin tng i gia cc ng biu din ny. Sau y l mt vi qui tc c p dng
khi xy dng biu tuyn:
+ Chn cn thn thang t l trn cc trc.
+ Ni cc ta tuyn bng cch v ng hng mt ca chng ta vo ti thiu t l. S
lng cc ta tuyn phi c hn ch mc ti thiu c th c.
+ Cc ta tuyn c s dng ny phi lm ni bt c ng biu din v lm cho
ng biu din nm tch khi ng bin v cc ta tuyn. ng bin phi m hn cc
ta tuyn. Nu biu din nhiu ta cng lc th mi ng biu din phi c tch bit
v c nh r bng cc k hiu hay thm ghi ch. biu c r rng th s ng biu
din trn mt biu khng c qu 4 ng.
+ V ng chun nm ngang qua mc 0 (ng 0). Trong nhiu trng hp, im 0 phi
c th hin ng 0 v thang t l ng s c rt ngn bng ng zie-zc ng
bin nm ngay trn im 0.
Mt dng khc ca biu tuyn l biu tng (thay biu tuyn ca thnh phn). Cc
thnh phn ca mi im c lin tc cng vo tng s ca thnh phn trc , tc l
chng c chng ln nhau, ci sau chng ln ci trc. Dng biu ny rt hu ch khi
mun th hin mc bin thin ca cc thnh phn khc theo thi gian.
- Biu thanh: Loi biu ny c dng rt ph bin. Biu thanh gm nhiu thanh c
xp dc theo trc tung hay trc honh. Mi thanh ring l c v cho mt ln quan st. Biu
193

 thanh dc thch hp hn. i vi cc d liu c phn loi theo nh tnh hay theo v tr
thch hp vi vic s dng thanh ngang.
Cc biu khc :
+ Biu tng hnh: Biu tng hnh s dng hnh nh hay biu tng nh tng
trng cho tng hay mc nghin cu v th hin chiu di ca cc thanh. Phng tin
ny lm cho biu tr 5nn ph bin hn v gy c n tng thc t. Cc hnh nh v
biu tng thng thch hp vi biu thanh v biu ny khng c dng cho cng tc
nghin cu v o lng chnh xc.
+ Biu mi: Biu ny c dng hnh trn gm nhiu mi, hnh trn tng trng cho s
lng tng th, cc mi tng trng cho cc thnh phn ca tng th.
Theo qui c: Bt u mi u tin v tr 12 gi, cc mi sau c xp theo chiu kim ng
h v theo th t ln gc gim dn.
- Biu dng bn : Rt c ch trong vic th hin cc d liu lin quan ch yu n v tr a
l hay khu vc lnh th. Bn c th c t mu theo nhiu cch khc nhau th hin gi
tr tng i. Loi ny khng thch hp trong vic so snh cc d liu nh hng mt cch
chnh xc.
Phng php trnh by bo co ming (thuyt trnh):
Phn ln cc bo co nghin cu c trnh by di dng vn bn, nhng s c hiu qu hn
nu c trnh by cc kt qu nghin cu bng ming (thuyt trnh) ti cc cuc hp lin quan
n cc ti , nh th c th bit c cc phn ng, tr li cc cu hi v i ph li mi s
phn i hoc nghi ng ny sinh ra. Tuy nhin vic thuyt trnh khng thay th cho bo co bng
vn bn.
bui thuyt trnh c hiu qu cn thc hin theo cc bc sau y:
Bc 1: Xc nh i tng nghe thuyt trnh: Ai nghe, c im ca h, thng tin no v ti
s c trnh by m h bit ri hoc cha bit, h c kh nng hiu vn g m khng cn gii
thch t m, nhng lnh vc no cn phi nhn mnh v nhng cu hi m h c kh nng s nu
ra. Vic lm ny cn thit vic truyn t c hiu qu.
Bc 2: La chn k thut hiu (truyn t): C 4 hnh thc c bn ca vic pht biu: Ni ng
khu, ni bng cch dng tr nh, c mt bi son trc, ty ng. Khng nn s dng 2 phng
php u trnh by kt qu nghin cu khi vic trnh by i hi yu t chnh xc cao. Ni
bng tr nh c th khng truyn t c nhng thng tin quan trng do nh lm v lm cho
cuc trnh by c th khng linh hot. D trnh by bng cch no th vic truyn t cng phi
c tp dt v chun b k.
Bc 3: Xem xt vic s dng nhng phng tin nhn. Trong khi thuyt trnh thng kt hp k
nng truyn t vi cc phng tin nhn v cc l do sau:
- Ngi ta thch nhn bng mt nn s dng cc phng tin nhn gip cho vic iu khin bui
hp v duy tr s ch ca nhm.
- Tr nh c tng ln: cc phng tin nhn thch hp cho php tr nh tng ln khong 50%
(nu ch nghe khng l 10%).
- Vic nhn thy s khuyn khch khu t chc: Cch lm cho nhn thy bt buc ngi pht
biu phi sp xp tng ca minh theo trnh t lm cho thng tin c n gin ha c
ng, tit kim c c thi gian v chi ph.
- t c th xy ra s hiu sai.
194

Khi la chn cc phng tin nhn thch hp, cn xem xt nhng iu sau y:
(1) Cn to ra vic nhn thy tng cng, ni bt hoc n gin ha cc tng ca ngi
trnh by.
(2) Thng tin thy c nn d hiu v khng nn hn n vi qu nhiu cht liu, mt lc ch
nn din t mt tng hay mt khi nim m thi.
(3) Hnh nh nhn thy cn ln ton th ngi nghe c th thy d dng do phi ch
n khi lng v v tr ngi nghe.
(4) La chn k thut trnh by c minh ha nhn bng mt hiu qu nht. Cch s dng bao
gm:
- K thut vit ra.
- K thut dng que ch.
- K thut khm ph: S dng cc tng hoc khi nim m t c th c cp n v pht
biu nhn mnh n mt vn s c pht hin.
-K thut tt, m: S dng my chiu khi cn minh ha.
- K thut dng vt y che ph: y l k thut s dng mt my chiu vi cc lp knh nh
chiu khc nhau.
Trc khi quyt nh k thut trnh by ny nn cn cn c vo hin trng v ch xem xt tnh
kh dng, thch ng v k thut hiu qu nht.
Cc k thut truyn t bng mt nhn khc:
(1) S dng phim nh v bng hnh.
(2) S dng u ghi hnh (video).
3. Kim tra theo di kt qu nghin cu:
Sau khi kt qu nghin cu bo co v trnh by cho nhng ngi c thm quyn ra quyt
nh th v nguyn tc, cng vic nghin cu xem nh hon tt v ngi nghin cu c th chun
b thc hin cc d n nghin cu khc. Th nhng ngi lm cng vic nghin cu chuyn
nghip khng nn kt thc cng vic ti y, m phi thng xuyn theo di kt qu nghin cu
c ng dng nh th no, v khng ch th, cn r xt li ton b cng vic thc hin.
Vic xem xt li ny gip ngi nghin cu rt ra nhng kinh nghim qu gi c th p dng
tt hn cho nhng d n nghin cu tip theo. Mc d trong nghin cu marketing khng c
nhng d n nghin cu ging ht nhau, nhng kinh nghim rt ra c t vic xem xt cc d
n hon thnh c tc dng rt ln trong vic tng cng k nng thc hin nghin cu. Vic
kim tra v theo di kt qu cc d n nghin cu hon thnh cn phi c tin hnh thng
xuyn v c tnh h thng. V th c bn vn ch yu sau y cn c xem xt thc hin
tt cng vic ny.
(1) Trong qu trnh nghin cu c duy tr kim tra y khng? C phi nh vic duy tr kim
tra ny m k hoch c hon tt?
(2) D liu thu c c gi tr v ng tin cy khng?
(3) Cc kt qu lgc v thch hp cho nhng quyt nh phi i ph hay khng?
(4) Nhng ngi ra quyt nh c cm th c v h c chp nhn cc kt qu hay khng? Cc
hnh ng no dc xc nhn xy ra da trn cc kt qu nghin cu? C nhng hnh ng
no thc hin tri vi cc kt qu?
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T CHC B PHN NGHIN CU MARKETING

Chc nng, nhim v ca ban nghin cu marketing
- Chc nng, nhim v, tnh cht hot ng ca ban nghin cu tip th c xc nh da trn
nhiu c s khc nhau.
+ Quan h vi khch hng: Quan h gia nh nghin cu vi khch hng l mt trong nhng vn
then cht quyt nh s thnh cng ca cuc nghin cu. Do , xc nh chc nng ca b
phn nghin cu, cn phn tch mi quan h gia khch hng v nh nghin cu qua vic phn
chia v xc nh trch nhim ca mi bn i vi mi cuc nghin cu. Vic phn tch ny s
em li mt nhn nh tng qut v chc nng ca b phn nghin cu ngha l c mt s chc
nng s do khch hng m nhn trong tin trnh nghin cu marketing.
+ Quan h vi cc t chc nghin cu bn ngoi: Trong nhng cuc nghin cu vi qui m ln,
i hi s tham gia ca cc chuyn gia c nhiu kinh nghim; hoc p lc ca thi gian nghin
cu khin cho vic tuyn m, hun luyn v o to nhn vin tr thnh mt tr ngi ln, cc
cuc nghin cu marketing c th tnh n vic hp tc nghin cu vi cc t chc nghin cu
bn ngoi.
Vic hp tc ny c th bao gm ton b cng vic nghin cu hay ch thc hin mt s chc
nng: t chc thu thp d liu, x l v phn tch d liu... Thng thng, cc ban nghin cu
marketing ca cc cng ty c xu hng hp tc vi cc t chc nghin cu bn ngoi thc hin
chc nng thu thp d liu s cp (cc nhan vin iu tra), iu ny c th gip c cu t chc
ca ban c n gin v mang tnh n nh, nh vy hiu qu chuyn mn s cao hn.
Vi vic cn nhc nhng c s ny, chc nng v nhim v ca cc ban nghin cu tip th trong
cc cng ty thng tp trung vo cc cng vic nghin cu yu cu ca khch hng xc nh
vn nghin cu hoch nh, chng trnh nghin cu, kim tra, gim st cng vic nghin cu,
s lng v phn tch s lng, bo co kt qu nghin cu, hun luyn ch dn nhn vin nghin
cu...
C cu t chc ca b phn nghin cu marketing
Vi vic phn tch cc chc nng, nhim v nh trn, mt ban nghin cu marketing trong mt
cng ty thng bao gm: trng ban, nhn vin ph t v cc phn tch vin. D nhin, i vi
cc cng ty ln, nu ban nghin cu marketing m nhim nhiu chc nng hn, h s c c cu
phc tp hn v bao gm nhiu b phn nhn vin c chuyn mn ha theo tng chc nng.
iu ny tht ra t ph bin trong thc t do p lc v chi ph dnh cho nghin cu tip th, cng
nh tnh cht khc bit thng xuyn ca d n nghin cu marketing, nn cng khng cn phi
t chc hn mt b phn iu tra (thu thp d liu s cp) trong b phn nghin cu marketing
ca cng ty.
Nu b phn nghin cu marketing trong cng ty l mt phng chc nng c lp, th n c th
c t chc theo cc kiu cu trc sau:
a. Kiu t chc tp trung: Trong c cc phn tch vin c b tr trong phng nghin cu
marketing v vic tip xc vi khch hng c thc hin thng qua mt u mi.
b. Kiu t chc theo khch hng: Cc phn tch vin c b tr v tip xc ring tng nhm
khch hng.
c. Kiu t chc phn tn: Khng c vn phng trung tm, cc phn tch vin c c cu ri rc
vo cc b phn khch hng khc nhau. (Chng hn, cc cng ty con trong mt cng ty ln u
c cc nhn vin nghin cu marketing).
196

TM TT
Sau khi thu thp v phn tch d liu, vn cn thit t ra cho nh nghin cu l cn phi
chun b v trnh by bo co nh th no nhng d liu thu c cung cp thng tin cho
ngi s dng. C th xem vic trnh by cc bo l khu quan trng nht trong ton b qu trnh
nghin cu bi v trnh by bo co nh th no, trnh by ci g th hin c kt qu nghin
cu v nhng kt lun, ngh trong qu trnh nghin cu c sc thuyt phc v c thun
hay khng mi nh gi c nhng n lc ca nh nghin cu.
Trc ht, bo co phi m bo l phng tin m qua cc d liu, cc phn tch v cc kt
qu c sp xp c h thng, phn nh c cht lng ca cng trnh nghin cu trn c s
trnh by bng ming hoc vn bn. Nhng cho d trnh by bng ming hay vn bn th nh
nghin cu cn phi chun b cch trnh by (bo co) ty theo nhu cu v kh nng ca ngi
lnh hi thng tin . C cc loi bo co thng c s dng sau: bo co gc, bo co c
ph bin, bo co k thut, bo co cho lnh o...c bit, i vi bo co cho lnh o cn
phi r rng, c ng, d hiu, khng phc tp, m bo cc nguyn tc khi trnh by bo co,
phi c s sp xp hp l to iu kin thun li cho ngi c.
Ni dung ca mt bo co vit (vn bn) v bo co ni (thuyt trnh) s khc nhau, tuy nhin n
vn phi da trn mt s yu t chnh nh phn m u, phng php lun, ni dung,.. m
bo truyn t y v cc phng tin truyn t (phng tin nghe nhn) m bo ni
dung truyn t v trnh nhng sai lm c th xy ra.
V t chc b phn nghin cu tip th trong mi doanh nghip khc nhau s khc nhau ty theo
iu kin, kh nng, chc nng, quan nim...ca mi doanh nghip v b phn marketing. B
phn nghin cu tip th thng gp trong mt cng ty thng gm trng ban, nhn vin ph t
v cc phn tch vin v thng c cu trc theo mt trong 3 dng sau: kiu t chc tp trung,
t chc theo khch hng, kiu t chc phn tn.
CU HI
1. Bn bo co l g? Cc chc nng ca bn bo co?
2. Cc loi bo co kt qu?
3. M t hnh thc thng c s dng trnh by mt bo co nghin cu marketing
4. La chn cc th v biu c trnh by nh th no trong mt bn bo co.
5. Lm th no thuyt trnh kt qu nghin ( bo co ming) cu hiu qu?
6. T chc b phn nghin cu marketing ?

197