PHP TH TH HIU

(hedonic tests)
KS. LE HOANG DU

PHP TH CM QUAN
Phn bit

Cc sn phm c khc nhau hay

khng?

M t

Cc sn phm khc nhau nh th

no trn tng tnh cht cm quan
c th?

Th hiu

Cc sn phm c a thch
nhiu nh th no hoc sn
phm no c a thch hn?

TH NGHIM TH HIU

Tin hnh trc

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

NGHIN CU TH TRNG

Tin hnh sau

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

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

NH NGHA

Hedonic:

Tnh cht yu thch hoc khng yu thch

Ght

Thch

Aversion:

Thi trnh s dng mt cht kch thch

Pleasure:

Tnh cm v cm gic d chu lin quan n s hi lng

v mt mong mun, mt nhu cu vt cht hay tinh cm

CC TNH CHT / C TNH

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

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

Neophobia

Neophilic

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

6

Mc a thch

5
4
3
2
1
0
0

10

S ln th

20

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

Phn tch thuc tnh tiu dng sn phm

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

Chn la ni nh gi cm quan
Phng th nghim c nh (fixed laboratory)
Phng th nghim di ng (central location test)
nh (home-use test)
Hon cnh t nhin (natural situation)

La chn ngi tiu dng

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

PHP TH TH HIU

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

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

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

362

547

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

Trt t trnh by mu: AB/BA

X l kt qu: Tra bng, Khi-bnh phng, Phn b chun v
kim nh Z v t l

PHP TH U TIN CP I

362

547

PHIU HNG DN
Mt b mu gm 2 da bnh biscuit s c gii thiu cho bn.
Xin vui lng thanh v bng nc lc trc khi bt u th mu.
Bn hy th nm mu theo th t t tri sang phi v xc nh
mu no l mu m bn thch hn bng cch KHOANH TRN
m s mu (bn bt buc phi c mt la chn).
Cm n bn tham gia.

PHP TH U TIN CP I

362

PHIU NH GI.
M s ngi th: 26
Mu m bn thch hn l mu:
362

547

547

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

u tin cp i
S cu tr li
Mc xc xut
(n)

0.05

0.01

50
60
70

33
39
44

80

50

90
100

55
61

35
41
47
52
58
64

PHP TH XP DY (ranking test).

Nguyn tc: Cc mu c gii thiu

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

PHP TH XP DY (ranking test).

Trt t trnh by mu: hnh vung Latin Williams vi R,
package crossdes, hm williams(n). Vd: 3 mu
V tr
N.th

II

III

[1,]
[2,]
[3,]
[4,]
[5,]
[6,]

A
B
C
C
A
B

B
C
A
B
C
A

C
A
B
A
B
C

X l kt qu: Friedman test

PHP TH XP DY

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

852

426

t c a thch nht
349
246

PHP TH XP DY

362

547

184

819

651

PHIU NH GI
M s ngi th: 23

Ngy:19/02/2009

a thch nht
819

t c a thch nht
362

547

651

184

Kim nh Friedman
H0: Tng hng ca cc sn phm l ging nhau

F=

12
NP(P + 1)

[ R ++R ]
2
1

Ftest < F Tra bng

Ftest > F Tra bng

2
P

Trong :
N: S lng ngi th
- 3N(P+1)
P: S lng mu
Ri: Tng hng ca sn phm I

Chp nhn gi thuyt H0

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

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

NP(P+1)
6

z l gi tr thu c trong bng Gauss mc

2
P(P-1)

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

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

V d kt qu php th xp dy
Ngi th
A

..

14

Tng hng

33

53

52

45

27

F=
F=

Mu

12
NP(P + 1)

12
14x5x(5 + 1)

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

[ R ++R ] - 3N(P+1)
2
1

2
P

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

2

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

=> Cc mu khc nhau c ngha

Kim nh Friedman
LSD = z

Chng ta c LSD = 1.96

NP(P+1)

14 x 5(5+1) = 16,40
6

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

E
27

A
33

E - B: |27 - 53| = 26
E C: |27 52| = 25
E D: |27 45| = 18
D
45

C
52

B
53

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

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

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

II

III

IV

1
2
3
4

2
3
4
1

4
1
2
3

3
4
1
2

X l kt qu: ANOVA m hnh S*A

PHP TH CHO IM
PHIU HNG DN
Vui lng thanh v bng nc lc trc khi bt u th mi mu.
Bn s nhn c ln lt 5 mu bnh biscuit. Hy nm cc mu bnh ny
v cho bit mc a thch ca bn i vi tng mu bnh biscuit ln
thang 9 im trong phiu nh gi bng cch nh du cho vo im
m bn cho l thch hp nht
1

Trong :
im 1: cc k khng thch
2: rt khng thch
3: khng thch
4: hi khng thch
5: khng thch cng khng ght

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

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

PHP TH CHO IM

863
PHIU NH GI
863
M s mu:
1

M s ngi th: 56
3

Ngy:12/02/2009
6

X
7

PHP TH CHO IM

161
PHIU NH GI
161
M s mu:
1

M s ngi th: 56
X
3

Ngy:12/02/2009
6

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

NF V 09-015

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

NF V 09-015

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

Ti rt thch


1

10
NF V 09-015

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

Ti hon ton khng thch

Ti rt thch

NF V 09-015

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

10 loi c ph rang xay c gii thiu

trong cc l thy tinh sm mu

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

Cu hi

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

Ngi tiu dng

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

138 sinh vin

nh gi
S a thch :
0 : Ti hon ton khng thch

5 : thch va phi

10 : Rt thch

Mu 1 :

10

10

10

Mu 2 :

Mu 3 :

V d
2) Gii tnh :
F

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

en c ng
sa v ng
mi ngy mt ln
nhiu ln trong tun

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

Kt qu
C ph

Trung bnh

Variance

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

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

4,46
4,37
4,17
4,99
6,77
5,87
4,92
5,41

5,09

4,45

5,75

7,10

ef
ed

Vit Nam

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

b
b

Carte
noire

Maison
du caf
pur
Maison
du caf
tradition

Highland
coffee

cd

Rgal
Jacques
Vabre

Trung
nguyen

ed

Viet
phap

Gringo
Jacques
Vabre

Phuong
yy

Coffee
me trang

10

Php

Phn tch phng sai : ngi th * sn phm

Vit Nam

Php

Th hiu Bia Tp HCM

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

Th hiu Bia Tp HCM

Khng c nhn hiu

im trung bnh

8
7
6

6.21

5.62

6.66

6.32
4.07

4.93

4.24

4.58

Bn

LaserCarlsberg
Si Gn Foster

4.49

4
3
2
1
0
Heneiken333

Tiger H Ni

Thnh

Th hiu Bia Tp HCM

9
8
7

7.61
5.76

6
5
4
3

5.39

5.64
4.50

4.28

4.73
3.74

3.78

N
i
H

Ca
rls
be
rg
B
n
Th
n
h

La
se
r

te
r
Fo
s

Ti
ge
r
H
en
ei
ke
n

33
3

2
1
0
SG

im trung bnh

C nhn hiu

Loi bia

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

10 kinh nghim xy dng bng cu hi

iu tra
1.
2.
3.
4.
5.

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

Nhng vn pht sinh t cc cu hi

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

ng b c thch sn phm ny khng?

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

Nhng vn pht sinh t cc cu hi

1.

ng b c thch sn phm ny khng?

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

Nhng vn pht sinh t cc cu hi

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

Nhng vn pht sinh t cc cu hi

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

Nhng vn pht sinh t cc cu hi

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

Nhng vn pht sinh t cc cu hi

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

Nhng vn pht sinh t cc cu hi

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

Nhng vn pht sinh t cc cu hi

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

Cho im khng phi l xp hng. S dng thut

ng tu tin, khng c th

Nhng vn pht sinh t cc cu hi

8.

C ph ho tan hay loi sy kh v gi

lnh tin li v kinh t hn?

M h, cu hi nc i.