12/01/15

CHNG 1: GII THIU

Cu hi
Anh/ch hy trnh by nhng hiu bit ca anh/
ch v nghin cu th trng?

Mc tiu chng
Gii thiu nghin cu khoa hc v nghin cu
th trng

Cung cp khi nim c bn v nghin cu th

trng

Phn bit cc loi nghin cu th trng

Gii thiu quy trnh nghin cu th trng

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Ni dung chng
1. Nghin cu khoa hc
2. Phng php nghin cu
3. Nghin cu th trng
4. Quy trnh nghin cu th trng

1. Nghin cu khoa hc
Nghin cu hn lm

Nghin cu ng dng

(Academic research)

(Applied research)

Mc ch: m rng kho tng

Mc ch: ng dng thnh

tri thc

Kt qu nghin cu: tr li
cho cc cu hi v bn cht
l thuyt khoa hc
Xy dng v kim nh l
thuyt khoa hc
Gii thch v d bo hin
tng khoa hc

tu khoa hc ca ngnh vo
thc tin cuc sng

Kt qu nghin cu: trc

tip h tr cho vic ra quyt
nh
Nghin cu ng dng
trong nghin cu marketing:
p dng khoa hc nghin cu
marketing trong vic nghin
cu cc vn marketing
ca cng ty.
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2. Phng php nghin cu

nh tnh v nh lng (qualitative vs. quantitative
methodology):
Nghin cu hn lm:
Nghin cu nh tnh thng i i vi vic khm ph ra cc l
thuyt khoa hc

Nghin cu nh lng gn lin vi vic kim chng l thuyt

khoa hc.

Nghin cu ng dng:
Nghin cu nh tnh thng dng khm ph ra vn , c
hi marketing

Nghin cu nh lng dng m t th trng.

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2. Phng php nghin cu (tt)

Suy din v quy np (deduction vs. induction): vng
trn Wallace
L thuyt
Suy din

Tng qut
ho

Cu hi
nghin cu

Gi thuyt

Quy np

Quan st
Nguyn nh Th & Nguyn Th Mai Trang (2011, tr.7)

Nghin cu hn lm
Phng php

Mc ch

NH TNH
nh lng

QUY NP

XY DNG
l thuyt khoa hc

NH LNG
nh tnh

SUY DIN

KIM NH
l thuyt khoa hc

Nguyn nh Th & Nguyn Th Mai Trang (2011, tr.8)

Nghin cu ng dng
Phng php

NH TNH
nh lng

QUY NP

NH LNG
nh tnh

SUY DIN

Mc ch

KHM PH
vn marketing
ca doanh nghip

KT LUN
vn marketing
ca doanh nghip

Nguyn nh Th & Nguyn Th Mai Trang (2011, tr.8)

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1. Khi nim nghin cu th trng

Nghin cu th trng l mt trong nhng chc nng
quan trng nht ca qu trnh marketing.

Nghin cu th trng lin quan n mi hot ng ca

marketing, t khu k hoch marketing (phn khc th
trng, chn th trng mc tiu, nh v thng hiu
trn th trng, cc quyt nh v sn phm, gi c,
phn phi, chiu th ) n qu trnh thc hin v kim
sot marketing.

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1. Khi nim nghin cu th trng (tt)

Nghin cu th trng l chc nng lin kt gia nh
sn xut vi ngi tiu dng, khch hng, v cng ng
thng qua thng tin . Thng tin c s dng :

- Nhn dng, xc nh cc c hi v vn marketing

- Thit lp, iu chnh v nh gi cc hot ng marketing
(marketing actions)

- Theo di vic thc hin marketing (marketing performance)

- Pht trin s nhn thc v marketing l mt qu trnh

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1. Khi nim nghin cu th trng (tt)

Marketing research is the systematic gathering,
recording, and analysis of data about issues
relating to marketing products and services. The
goal of marketing research is to identify and
assess how changing elements of the
marketing mix impacts customer behavior.
Ngun: McDonald, Malcolm (2007), Marketing Plans (6th ed.), Oxford,
England: Butterworth-Heinemann

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2. Cc dng nghin cu th trng

Cc dng
nghin cu th
trng
c im
d liu
nh
tnh

nh
lng

Ngun d liu

Ti
bn

Ti
hin
trng

Mc tm hiu v
th trng
Khm
ph

M t

Mc
thng xuyn

Nhn
qu

t
xut

Lin
tc

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2. Cc dng nghin cu th trng (tt)

Da vo c im d liu:
Nghin cu nh tnh: l cc nghin cu trong
d liu thu thp c khng th o lng bng
s lng.
V sao anh/ch thch dng thng hiu ny?
Ci g trong thng hiu ny anh/ch cho l
ni bt nht ca thng hiu?

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2. Cc dng nghin cu th trng (tt)

Da vo c im d liu (tt):
Nghin cu nh lng: l cc nghin cu trong
d liu thu thp c l d liu o lng
bng s lng.
Trung bnh anh/ch tiu dng bao nhiu hp
sa trong mt thng?
Anh/ch chi tiu bao nhiu tin cho nc ngt
c gas trong mt tun?
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2. Cc dng nghin cu th trng (tt)

Da vo ngun d liu:
Nghin cu ti bn (desk research): l nghin cu
m d liu cn thu thp cho nghin cu l d liu
th cp (secondary data)

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2. Cc dng nghin cu th trng (tt)

Da vo ngun d liu (tt):

Nghin cu ti hin trng (field research): l cc
nghin cu d liu thu thp cho nghin cu l d
liu s cp (primary data)
tm hiu thi ca ngi tiu dng v mt
loi sa chua, nh nghin cu c th trc tip
tho lun, phng vn h thu thp d liu.

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2. Cc dng nghin cu th trng (tt)

Da vo mc tm hiu th trng:
Nghin cu khm ph (exploratory studies): l
bc u tin trong nghin cu, dng tm
hiu s b vn nghin cu v khng nh
li cc vn nghin cu v bin ca n.
Thng c thc hin bng phng php
nghin cu ti bn, nghin cu kinh nghim
v cc k thut trong nghin cu nh tnh.

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2. Cc dng nghin cu th trng (tt)

Da vo mc tm hiu th trng (tt):

Nghin cu m t (descriptive studies): dng
m t th trng. Thng c thc hin
thng qua k thut nghin cu nh lng.
M t c tnh ngi tiu dng (tui, gii tnh,
ngh nghip, trnh vn ha )

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2. Cc dng nghin cu th trng (tt)

Da vo mc tm hiu th trng (tt):

Nghin cu nhn qu (casual studies): dng
tm mi quan h nhn qu gia cc bin
trong th trng.
Mi quan h gia chi ph qung co v mc
nhn bit i vi mt thng hiu (brand
awareness) .

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2. Cc dng nghin cu th trng (tt)

Da vo mc thng xuyn:
Nghin cu t xut (ad-hoc): dng gii
quyt vn marketing m cng ty ang gp
phi. Kt qu nghin cu t xut l sn phm
ring ca cc cng ty.
Nghin cu lin tc (continuous): l nghin cu
c thc hin lin tc theo di th trng.

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2. Cc dng nghin cu th trng (tt)

vNghin cu kt hp (omnibus): l nghin cu

thc hin cho nhiu khch hng khc nhau v
mi khch hng cn nhng loi thng tin khc
nhau.
Nh nghin cu kt hp cc nhu cu nghin
cu ca tng khch hng thc hin trong
cng 1 d n.
Cc nghin cu kt hp thng thc hin nh
k 3 thng, 6 thng

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Cc phng php nghin cu NTD trong nghin cu

ng dng
Consumer
research

Qualitative

Quantitative

Continuous

Panels
Ngun: Kantar Worldpanel,
Methodology Introduction

Ad-hoc

Tracking

Consumer
panels

Retail audit
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3. Quy trnh nghin cu th trng

Xc nh vn marketing cn nghin cu
Xc nh thng tin cn thit
Nhn dng ngun d liu
Xc nh k thut thu thp d liu v k
thut thu thp
Vit bo co v trnh by kt qu nghin
cu
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3. Quy trnh nghin cu th trng (tt)

1. Xc nh vn nghin cu:
L bc u tin & quan trng nht
Nh qun tr v nh nghin cu cn phi c
nhng trao i chi tit v nhu cu nghin
cu
Nh qun tr & nh nghin cu thng
khng quan tm ng mc
Nghin cu khm ph s gip nh nghin
cu xc nh ng vn nghin cu
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Quy trnh nghin cu th trng (tt)

2. Xc nh thng tin cn thit:
Nh nghin cu xem xt, lit k nhng
thng tin cn thit gii quyt vn
marketing
Nh nghin cu phi pht ha c dng
thc ca thng tin sau khi c thu thp v
x l

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V d bng rng, th rng

Thng k s lng nam, n trong mu nghin cu
Frequency
Valid

Percent

Valid Percent

Cumulative Percent

Nam

Nu
Total

th th hin th phn ca cc thng hiu bt git

trn th trng

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3. Quy trnh nghin cu th trng (tt)

3. Nhn dng ngun d liu v k thut thu thp:
D liu th cp (secondary data): c 2 ngun
Ngun bn trong (internal): bo co ca cc b
phn chc nng trong cng ty (vd: chi ph,
doanh thu, phn phi)
Ngun bn ngoi (external): th vin & t hp

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3. Quy trnh nghin cu th trng (tt)

3. Nhn dng ngun d liu v k thut thu
thp (tt):
D liu s cp: d liu do nh nghin cu thu
thp trc tip & x l. Thc hin bng:
Quan st (observation)
Tho lun (discussion)
Phng vn (questioning): trc din, bng
in thoi, gi th, qua mng internet
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3. Quy trnh nghin cu th trng (tt)

4. Thu thp d liu:

- Thu thp ngun d liu th cp thng n

gin hn so vi ngun s cp

- Ngun d liu th cp khng phi lc no cng

c sn & ph hp vi mc ch s dng dng
Thu thp d liu s cp

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3. Quy trnh nghin cu th trng (tt)

5. Phn tch d liu:

- D liu c hiu chnh, m ho v nhp vo chng

trnh my tnh thch hp thc hin vic tm tt, phn
tch & tm ngha

- Trong qu trnh thit k nghin cu, nh nghin cu cn

xc nh r phng php phn tch d liu & nhn dng
cc dng thc ca kt qu nghin cu trc khi tin
hnh thc hin nghin cu
6. Vit bo co v trnh by kt qu nghin cu
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HT CHNG 1

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