Giao Trinh Nghien Cuu Marketing

Bi ging Nghin cu Marketing
B TI CHNH
TRNG H TI CHNH MARKETING
KHOA MARKETING
CNG MN HC
NGHIN CU MARKETING
Hc k
Nm hc:
Ging vin: D Th Chung

1. Tn mn hc
: NGHIN CU MARKETING
2. S n v hc trnh : 04
3. i tng hc
S tit : 60
: SV nm 3
4. iu kin tin quyt : SV hon thnh xong cc mn hc:

-
Marketing cn bn
Xc sut thng k, Nguyn l thng k
5. M t mn hc
Hot ng sn xut kinh doanh ca mt cng ty gn lin vi vic ra quyt
nh ca nh qun tr. c th c nhng quyt nh chnh xc nht, cc nh
qun tr khng th ch da vo kinh nghim v phn on theo cm tnh ch quan
m cn c thng tin h tr.
Cc quyt nh kinh doanh phi da trn c s thu thp v phn tch cc mt
cch khoa hc theo nhng tin trnh v phng php nht nh. Vic hiu bit
thun thc cng tc thc hnh nghin cu kinh doanh tr thnh mt nhu cu
quan trng trong doanh nghip.
Hc phn ch trng vo cc l thuyt c bn v cch thc thc hnh nghin,
t vic xac nh vn nghin cu, son tho bng cu hi, thu thp d liu, x l
v vit bo co.
6. Mc tiu ca mn hc
Sau khi hc xong hc phn , sinh vin c th:
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Hiu c cc khi nim c bn nht v nghin cu marketing
L gii c s cn thit ca nghin cu marketing
Nhn bit c nghin cu matketing bao gm nhng vn g v cch

thc tin hnh mt nghin cu
Thc hin c mt xut nghin cu, thit k nghin cu v bit cc

phng php chn mu trong nghin cu
Bit son tho v thit k cng c thu thp d liu
Chn la cc phng php thu thp thng tin v x l d liu ph hp
Gii thch c ngha ca kt qu nghin cu
Tip tc nghin cu su hn da trn nn tng l thuyt c bn c hc
7. T chc mn hc
Chng trnh bao gm 2 hot ng: hot ng trong gi hc ti lp v cc
hot ng ngoi gi hc.
Hot ng trong lp bao gm:
-
GV trnh by v c s l thuyt v bi hc, cc hot ng hi p gia

ging vin v sinh vin
Tho lun nhm
Hot ng ngoi gi
-
Thc hnh nghin cu marketing: Lp bng xut nghin cu, thit k

bng cu hi, tin hnh phng vn, x l s liu v vit bo co nghin cu
theo nhm
8. Nhim v ca sinh vin

Hc phn ch trng ti cc k nng thc hnh ca sinh vin song song vi
vic tip thu nhng kin thc c bn v l thuyt. c th hc tt ho phn ny,
cc sinh vin phi hon thnh cc ngha v sau:
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Tham d lp hc y
Tho lun nhm v tham gia pht biu trong gi hc
Lp nhm nghin cu t 6-8 thnh vin v thc hin 1 ti nghin cu

theo nhm
9. Ti liu tham kho

1. Bi ging do ging vin bin son v cung cp
2. Hong Trng & Chu Nguyn Mng Ngc (2005), Phn tch d liu
nghin cu vi SPSS, TPHCM: NXB Thng K.
3. Hong Trng & Chu Nguyn Mng Ngc.(2008). Thng k ng
dng trong kinh t - x hi. TPHCM: NXB Thng K
4. Nguyn nh Th & Nguyn Th Mai Trang.(2010), Nghin cu th
trng, NXB Lao ng
5. Luck & Rubin, bn dch ca Phan Vn Thng v Nguyn Vn
Hin.(2005). Nghin cu Marketing, H Ni:NXB Thng K
6. Speece, Mark, on Thanh Tun v Lc Th Thu Hng (1998),
Nghin cu tip th thc hnh, TPHCM: NXB Thng K
7. Trn Xun Kim v Nguyn Vn Thi.(2001).Nghin cu tip th,
TPHCM: NXB Thng K
8. Salkind, Neil J.(2006).Exploring Research, 6 th Edition, Pearson
International Edition
10. Tiu chun nh gi sinh vin
Thang im nh gi(thang im 10)
-
im thi cui k: 70%
im qu trnh : 30% bao gm im bi tp nhm, kim tra gia k.
11. Ni dung mn hc:

Chng 1: Khi qut v nghin cu Marketing
1.1 Khi nim nghin cu Marketing
1.2 c im ca nghin cu Marketing
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1.3 Cc dng nghin cu Marketing

1.4 H thng thng tin Marketing (MkIS)
1.5 Ngi thc hin NC v ngi s dng kt qu NC
1.6 Quy trnh nghin cu
1.7 K hoch nghin cu
Chng 2: M hnh nghin cu Marketing
2.1 Khi nim m hnh nghin cu
2.2 Mi lin h nhn qu
2.3 Cc m hnh nghin cu
Chng 3: Thang o lng v thit k bng cu hi
3.1 Thang o lng trong nghin cu Marketing
3.1.1 Khi nim v o lng
3.1.2 Cc loi thang o
3.2 Thit k bng cu hi
3.3 T chc thu thp thng tin
Chng 4: Chn mu trong nghin cu Marketing
4.1 Cc khi nim c bn
4.2 L do chn mu
4.3 Cc phng php chn mu
4.4 Quy trnh chn mu
4.5 Xc nh quy m mu
Chng 5: Phng php nghin cu nh tnh
5.1 Khi nim
5.2 Vai tr ca nghin cu nh tnh
5.3 Phng php thu thp d liu
5.3.1 Phng php quan st
5.3.2 Phng vn chuyn su
5.3.3 Phng vn nhm chuyn
5.3.4 Cc k thut phng chiu tm l
5.4 K thut phn tch d liu nh tnh
Chng 6: Phng php nghin cu nh lng
6.1 nh ngha
6.2 Vai tr ca nghin cu nh lng
6.3 So snh nghin cu nh tnh v nghin cu nh lng
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6.4 Cc phng php thu thp d liu nh lng

6.4.1 Phng vn c nhn
6.4.2 Phng vn qua in thoi
6.4.3 Phng vn qua th
6.4.4 Phng vn qua mng internet
6.5 T chc thu thp d liu nh lng
Chng 7: X l v phn tch d liu
Cc phng php x l d liu
2. Chun b d liu
3. M ha d liu
4. Lm sch d liu
5. Phn tch v din gii d liu
7.1 Cc phng php x l s liu
7.2 Chun b d liu
7.3 M ha d liu
7.4 Lm sch d liu
7.5 Phn tch v din gii d liu
Chng 8: Kim nh gi thuyt nghin cu
8.1 Khi nim gi thuyt nghin cu
8.2 Kim nh v mi lin h gia hai bin nh tnh
8.3 Kim nh v tr trung bnh tng th
8.4 Phn tch phng sai ANOVA
Chng 9: Trnh by v bo co kt qu nghin cu
9.1 Vai tr, chc nng ca bn bo co
9.2 Cc nguyn tc vit bo co
9.3 Ni dung v hnh thc trnh by bo co
9.4 Phng php thuyt trnh bo bo co
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CHNG 1
KHI QUT V NGHIN CU MARKETING

I.
Mc tiu chng I
Mc tiu ca chng nhm trnh by tng qut nht cc khi nim nghin
cu marketing, li ch ca nghin cu marketing, phn loi cc nghin cu v tm

hiu cc bc thc hin nghin cu marketing. Sau khi hc xong chng ny, sinh
vin cng bit cc ni dung ca bn k hoch nghin cu marketing ( xut
nghin cu)
II.
Ni dung chng
1. Khi nim v vai tr ca nghin cu Marketing
2. Phn loi nghin cu Marketing
3. H thng thng tin Marketing
4. Ngi thc hin v ngi s dng kt qu NC
5. Quy trnh nghin cu Marketing
6. K hoch nghin cu Marketing
III.
Ni dung chi tit
1.1 Khi nim v vai tr ca nghin cu Marketing

3.1.1 Khi nim
L mt nh qun tr marketing, cc cu hi thng c t ra nh: doanh s
sn phm, dch v ca cng ty mnh hng nm tng hay gim; cc chin dch
qung co, khuyn mi ca cng ty t hiu qu th no; sn phm v dch v ca
cng ty c khc bit ra sao so vi i th cnh tranh hay khch hng c hi lng
hay khng khi s dng sn phm ca cng ty? Trong trng hp khc, doanh
nghip ng trc mt vn cn phi i ph nh doanh s trong qu t nhin
st gim hoc cng ty nghin cu ra mt sn phm mi v ang cn nhc c
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nn tung sn phm ra th trng hay khng, quyt nh tng gi sn phm c

hay a ra mt quyt nh v thay i bao b sn phmvv
Trong cc hot ng tip th ca mnh, cc nh qun tr lun c gng hng
ti ti vic tha mn nhu cu ca khch hng thng qua cc hot ng tip th.
Cha kha t c mc tiu l cc nh qun tr phi hiu r c nhu cu
ca khch hng cng nh mi trng kinh doanh ca doanh nghip. Mt trong
nhng cch thc tm hiu, pht hin ra nhu cu ca khch hng l tin hnh
nghin cu marketing.
C nhiu nh ngha khc nhau v nghin cu marketing. Theo Philip Kotler,
nghin cu marketing l mt n lc c h thng nhm thit k, thu thp, phn tch
v bo co s liu cc s liu v cc khm ph lin quan n mt tnh hung c
bit m cng ty ang phi i ph.
Nghin cu marketing l qu trnh thu thp, ghi chp, phn tch v din
gii mt cch c h thng v khoa hc cc d liu v cc vn lin quan n cc
hot ng marketing v hng ha, dch v v tng (Theo Hip hi Marketing
Hoa K)
Mt nh ngha khc v nghin cu marketing c pht biu nh sau:
nghin cu marketing nh l mt thnh vin lin tc tham d vo tt c cc lnh
vc ca tip th, cung cp cc thng tin kp thi v chnh xc v cc vn tip th
c th v tng qut, xem xt kinh nghim qu kh, tnh hung hin ti v tng
lai c th xy n nhm gip cc nh qun tr c th a ra cc quyt nh ng
n.
Vy t cc nh ngha trn, ta c th hiu nghin cu marketing l mt hoat
ng c h thng v mang tnh khch quan nhm thu thp v phn tch, din gii
cc d d liu t cung cp cc thng tin c ngha v lm c s cho cc nh
qun tr ra quyt nh v cc vn tip th. Ngy nay, nghin cu marketing c
vai tr quan trng v l mt b phn khng th tch ri vi cc b phn khc ca
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doanh nghip.
Trong thc t, chng ta thng nghe nhiu n hai thut ng l nghin cu
marketing (Marketing Research) v nghin cu th trng (Market Research)
Cng cn phi phn bit gia hai nh ngha ny. Nghin cu Marketing
(Marketing Research) mang ngha rng bao gm vic nghin cu nhiu hot
ng marketing trong c vic nghin cu th trng, nhm mc ch xc nh
cc c hi th trng hay cc vn tn ti hoc mi ny sinh. T cc kt qa tm
thy , nh nghin cu tip th phi c gng xut cc gii php marketing.
Nghin cu th trng (Market Reasearch) tp trung vo vic iu tra v o lng
cc hin tng trn th trng theo mt ngha hp hn, i khi c th khng i su
vo vic tm kim cc nguyn nhn cng nh c th khng xut mt gii php
no c.
Cng c cch hiu rng nghin cu marketing th hin trong vic nghin cu
hn lm, cn nghin cu th trng s dng trong thc t.
Nghin cu marketing ng dng nhng k thut v nguyn tc ca cc cuc
nghin cu khoa hc (Scientific Research) mang 4 tnh cht:
Khch quan, kim sot nhng iu kin gy ra sai lch.
Chnh xc thng qua cc cng c o lng hiu qu
L gic.
c chng minh qua th nghim.
Nghin cu marketing ng dng chui l lun c tnh cch h thng thng qua:
Quan st (Observation)
Tho lun ( Discussion ) - Phng vn (Interviewing )
Lp gi thit (Formulation of hypotheses)
D on tng lai (Prediction of the futures)
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Kim nh li gi thit (Testing of the hypotheses).

Nghin cu marketing khng nhm mc ch tha mn kin thc m hng
n vic tm ra cc gii php cho cc vn tip th thc tin. Nghin cu
marketing hng n hiu qu, nhm mc ch thu li c th khng ging nh cc
nghin cu khoa hc thun ty t nng tnh cch v v li. Trc khi tin hnh
ngin cu marketing, ngi ta cn nhc kh k cng v chi ph, thi gian v tnh
bo mt ca cuc nghin cu.
1.1.2 Vai tr ca nghin cu marketing
Gip xc nh r cc vn cn nghin cu, loi b nhng iu cha r,
nhng iu cn m h
Trnh nhng ri ro do khng tin liu c nhng phn ng khc nhau ca
khch hng hay i th, ri ro v khng d liu cc phng php d phng
i vi nhng i thay c th c.
Cung cp nhng thng tin c lin quan lm nn tng cho cc quyt nh
tip th. Tuy nhin nn nh chng ch h tr cho s phn on ca nh kinh
doanh ch khng th thay th cho s phn on .
Gip nh kinh doanh tm ra phng thc hot ng c hiu qu hn, c
ngha l gim chi ph, gt hi c doanh s cao hn, tc ng qung co,
tuyn truyn mnh m v su rng hn.
H tr c lc cc hot ng khc ca doanh nghip nh sn xut, k

thut, ti chnh t c mc tiu tiu nng cao s tha mn nhu cu ca
khch hng.
Vy mt cu hi t ra l c phi Nghin cu th trng l cha kha ca s

thnh cng nh li ca v gim c nghin cu th trng ca mt hng thc
phm kt lun? Cu tr li l ta cn hiu c vai tr cng nh gii hn ca
nghin cu marketing. Nghin cu marketing khng hon ton thay th quyt nh
ca nh qun tr cng nh khng m bo c s thnh cng ca mi quyt nh.
Nu mong i qu mc vo kt qu nghin cu th trng v vi vng p dng
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ngay kt qu nghin cu m khng c kim chng hoc th nghim th kt qu

ngc li vi iu mong mun.
Mt v d thc t l trng hp ca cng ty Coca-cola. Theo s liu thng
k trong ngnh gii kht nm 1985, bn kho st ca Coca Cola chng minh
rng 55% trong 200.000 th nghim c kho st, tr li l h thch sn phm
New Coke hn, trong khi ch c 45% chn sn phm thc ung nguyn thy vi
cng thc tn ti 99 nm qua. Cc nh qun tr chuyn vic sn xut Coca-cola
truyn thng sang cng thc mi da trn kt qu nghin cu th trng, tuy nhin
h khng c c cc d liu phn nh s lu luyn hng v Coca-cola
truyn thng. Coca-Cola khng lng trc c sc mnh thng hiu u
tin ca mnh. Ngay khi quyt nh c loan truyn, phn ln ngi dn M
lp tc ty chay sn phm mi. Ngy 23 thng 4 nm 1985 New Coke c tung
ra th trng v ch vi ngy sau, vic sn xut Coke nguyn thy b ngng li.
Quyt nh ng thi ny c xem nh l sai lm Marketing ln nht mi thi
i. Doanh s New Coke thp cng vi s phn n ca cng chng dng ln cao
khi Coke nguyn thy khng cn na. Gim c sn xut Donald Keough lc by
gi thng bo s tr li ca Coke nguyn thy, ng tha nhn: n gin l tt c
thi gian, tin bc v cc k nng chng ti b ra nghin cu khch hng cho ra
mt loi Coca-Cola mi khng khm ph c s gn b su sc bn trong m
nhiu ngi dnh cho Coca-Cola nguyn thy- l nim am m dnh cho CocaCola nguyn thy.
1.2
Phn loi nghin cu Marketing
1.2.1 Phn loi theo mc chuyn su

Nghin cu pht hin hay khm ph ra vn (Moritoring Research):
Bng cch thu thp thng tin phn hi ca khch hng, qua cc quan st th
trng nh gi mc tc hi hay nghim trng ca vn v tm bin php
i ph cp thi.
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10
Nghin cu s b (Preliminary Research):

Nghin cu trong thi gian ngn nhn dng vn kh khn hay tn hiu
ca cc c hi th trng.
Nghin cu thm d (Exploratory Research):
S dng cc thng tin th cp, c bit l nhng ti liu nghin cu c
trc y. Ngoi ra cn thu thp thng tin cp nht ha, ng thi ch trng vic
thm d, hi han kin ca cc chuyn gia, nhng ngi bun bn nhiu kinh
nghim thc t.
Nghin cu chnh thc (Conclusive Research):
Khc vi nghin cu thm d c tnh cch thm nhp khng su lm, nghin
cu chnh thc i hi phi c mt kt lun r rng v vn nghin cu a
ra cc bin php tip th c th.
1.2.2 Phn loi theo m hnh nghin cu
Nghin cu theo m hnh m t hay cn gi l nghin cu m t (Descriptive
Research): Nhm mc ch m t c chnh xc hin tng bng cc phng
php o lng hay thm d. M hnh ny ch trng pht hin nhng chi tit cha
c bit ti nhng khng i su vo vic tm nguyn nhn gy ra kt qu hin ti.
Nghin cu m t l mt hnh thc ca nghin cu chnh thc (Conclusive
Research).
Nghin cu theo m hnh th nghim hay nghin cu th nghim
(Experimental Research):
Cng l mt hnh thc nghin cu chnh thc p dng nhng nguyn l khoa
hc thc nghim tc l nhm mc ch tm ra nhng mi quan h nht nh gia
nhng nguyn nhn v hu qu.
Khi tin hnh nghin cu ny ngi ta thng c 2 nhm: mt nhm chu s
tc ng ca cc bin s thay i, cn nhm kia th khng. Sau , xem kt qu
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11
ca c hai nhm tm ra kt lun l thc s tc ng vo mang li nhng h

qu thc s.
Khi tin hnh th nghim vi cc bin s ngi ta phi tm cch loi b
nhng yu t ngoi lai lm nh hng kt qu.
1.2.3 Phn loi theo tnh cht ca nghin cu:
Nghin cu nh tnh (Qualitative Research):
Mc ch tm ra cc tnh cht, cc chi tit, cc kin khc bit nhau do
ngi ta c th s dng:
Phng vn nhm in hnh (Focus Group Interviews):
Chn phng vn mt vi nhm, mi nhm khong trn di 10 ngi trong
khun kh mt cuc mn m do mt iu phi vin dn dt chng trnh. Cc
thnh vin trong nhm in hnh s ln lt cho bit kin ca mnh hoc trao
i, tranh lun vi nhau v ti do ngi iu phi vin a ra. Hnh thc
nghin cu ny thng p dng trong vic thm d kin khch hng v mt sn
phm mi, cc chng trnh qung co hay khuyn mi mi. Ngi ta thng t
chc vi hnh thc mt bui tic tr thn mt ti mt a im thch hp hoc ngay
chnh phng th nghim ca c quan nghin cu c trang b gng 1 chiu v cc
my mc ghi m, thu hnh v cc my o phn ng ca ngi nghe nhn.
Phng vn su (Depth - interview):
Phng vn khng gii hn thi gian v s cu hi. Cuc phng vn nhm
khai thc ti a hiu bit ca ngi c hi. i tng c phng vn l cc
chuyn gia, cc khch hng ln hoc khch hng c bit.
Nghin cu nhm c nh (Panels)
Nh nghin cu la chn mt hay nhiu nhm c nh (Panels) gm mt s
i tng khng i nh ngi tiu dng c nhn, h gia nh, cc doanh nghip.
Nhng thnh vin ny c th c tp hun v phng php tr li cc bng cu
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hi thm d. Ngi ta s dng nhm c nh phng vn nhiu ln trong mt

khong thi gian tng i di. Do nh nghin cu c th pht hin ra nhng
thay i trong cc ng thi tiu dng ca nhng ngi ny. Phng php ny c
u im hn phng php chn phng vn bt k ngi no m ta gp mt cch
ngu nhin, bi nu c phng vn ln sau na th khng bit kim ngi u
bit ch xc h c thay i th hiu hay khng.
Nghin cu nh lng (Quantitative Research):
Qua cuc thm d hoc mt s lng ln sau rt ra nhng t l phn
trm v nhng kin ca h. Th d , sau khi phng vn 1.000 ngi i xe gn
my, ta c kt qu l 91% ngi i xe gn my s dng nhn hiu Honda, s
9% cn li chia cho cc nhn hiu khc nh Yamaha, Suzuki, Kawasaki.... Nghin
cu nh lng cn a ra nhng con s c o lng, thng k th no cho
chnh xc, ng tin cy v i din cho tng th i tng c nghin cu.
1.2.4 Phn loi theo a im thc hin:
Nghin cu ti bn (Desk research):
Ngi nghin cu thu thp v x l nhng thng tin cp 2 ti bn giy
khng cn ra hin trng. Tht s p dng nghin cu ny ngi ta cng phi n
th vin hoc tm n cc ni c cha tn hiu thng tin.
Nghin cu ti hin trng (Field Research):
Khc vi nghin cu ti bn, y ngi nghin cu phi ra tn hin trng
(ni xy ra cc cuc trao i, bun bn, qung co, hi ch v.v) tip cn vi
cc i tng cn nghin cu nh ngi tiu dng, khch hng, ngi xem, thu
thp thng tin qua s quan st, o lng bng cch m, chp nh, ghi m hoc
phng vn.iu ny c ngha l n tn ni tn ch ch khng phi l ngi ti bn
giy m nghin cu. Vic thc hin nghin cu ti hin trng i hi nhiu thi
gian, nhn lc v tin bc hn nghin cu ti bn giy.
Nghin cu ti phng th nghim (Research in laboratory):
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13
Phng th nghim nghin cu tip th gm c 2 ngn:

- Mt phn ngi phng vn, ni chuyn, mn m.
- Mt ngn dnh cho cc trang thit b ghi m, ghi hnh v ch dnh cho cc
nghin cu vin quan st v ghi chp.
Gia 2 vch ngn l mt tm gng 1 chiu, lm th no nhng ngi
c phng vn khng bit mnh ang b quan st bi nhng ngi ngi bn ngn
kia.
Phng th nghim cn c th trang b cc my chiu phim, my o gin
n ca con ngi, my o nhp tim, my o vic xut m hi, my o ting la ht
hay ting v tay o lng mc ngc nhin, s hi, thch th, sng khoi ca
ngi nghe nhn mt mu qung co hay thng thc mt sn phm mi no .
1.2.5 Phn loi s lin tc v cch thc hin ca nh nghin cu
Nghin cu t xut (Ad-hoc Research):
Nhm mc ch nghin cu v mt vn c bit, c th ch tin hnh
mt ln duy nht .
Nghin cu lin tc (Continuous Research)
Cc doanh nghip ln v nht l cc c quan nghin cu chuyn nghip
thng theo di hng ngy v tnh hnh th trng, tnh hnh s dng cc phng
tin qung co, thm d phn ng ca ngi tiu dng i vi cc sn phm mi
v s thay i trong ngn sch chi tiu ca cc h gia nh v.v..
Cc c quan nghin cu khng cng b nhng thng tin ny nhng h s bn
thng tin cho cc doanh nghip cn mua theo nh k hay t xut. Cc thng tin
thuc loi hng ha c gi l nhng d liu t hp (Syndicated Data).Hin
nay ngay i vi mt s thng tin, Tng cc thng k ca nh nc v mt s c
quan hnh chnh khc cng bn ch khng cho khng nh cc nc khc thng
lm..
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Cc nghin cu kt hp (Omnibus Studies):

Do c quan nghin cu chuyn nghip thc hin nh k cho nhiu khch
hng cng mt lc. Mi khch hng (ngi mun c thng tin) s t ra khong ba
hoc nm cu hi. C quan nghin cu s tng hp li v cho i phng vn ngi
tiu dng nhiu tnh, thnh ph hoc qun huyn cng mt lc. Phng php
ny c li cho ngi mua thng tin v chi ph tnh cho mi ngi t mua thng
tin tng i r. Nh c khi lng ngi mua thng tin ln, c quan nghin cu
c th t chc c mt cuc iu tra qui m ln v c tnh cch chuyn nghip
cao
1.3 H thng thng tin Marketing (MkIS)
Cc nh qun tr Marketing lun c nhu cu rt ln v thng tin nhm h tr
qu trnh ra quyt nh ca mnh. Cc cng ty ang nghin cu nhng nhu cu
thng tin ca ngi qun tr v thit k cc h thng thng tin Marketing ca mnh
(MIS) p ng nhng nhu cu . H thng thng tin Marketing c hiu l
ton b ngun nhn lc, thit b v quy trnh thu thp; phn loi; phn tch; nh
gi v phn phi nhng thng tin cn thit, kp thi v chnh xc cho nhng ngi
son tho cc quyt nh Marketing. H thng thng tin Marketing bao gm cc
b phn: H thng ghi chp ni b cng ty, h thng tnh bo Marketing, nghin
cu Marketing v h thng h tr quyt nh Marketing.
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15

H thng thng tin Marketing
Nh qun tr
Marketing
Pht trin thng tin

nh gi
nhu cu
thng tin
Phn tch
Hoch nh
H thng
ghi chp
ni b
Tnh bo
Marketing
Mi trng
Marketing
Th trng mc tiu
Knh phn phi
i th cnh tranh
Thc hin
T chc
Phn phi
thng tin
Kim sot
H thng
h tr ra
quyt nh
H thng
nghin cu
Marketing
Cng chng
Cc nhn t thuc
mi trng v m
Cc quyt nh Marketing v truyn thng
Hnh 1.1 H thng thng tin Marketing
1.4 Ngi thc hin NC v ngi s dng kt qu NC

Ngi thc hin (The Doers)
L chuyn vin nghin cu thuc phng marketing hoc cc nhn vin bn
hng hay tip th c y nhim thc hin nghin cu tip th. Thng cc doanh
nghip ch thc hin c cc cuc nghin cu qui m nh.
L Cc c quan hoc cng ty nghin cu marketing chuyn nghip.Vi tnh
chuyn nghip cao v mt b my t chc hon chnh, h thng trao i thng tin
rng ri, cc cng ty nghin cu thng c kh nng thc hin cc cuc nghin
cu ln.
Vit Nam hin ti c mt cc cng ty Nielsen, MBL, Acorn , TNS , MVS,
D Th Chung
16
Cesais, nh Hng, Hong Khoa...l cc cng ty chuyn nghip v nghin cu

tip th. Ngoi ra cn c cc cng ty qung co chuyn nghip v mt s c quan
nh nc nh Tng cc thng k, Trung tm thng tin ca B Cng Thng cng
nhn thc hin cc cuc nhin cu tip th theo yu cu ca khch hng. Ring
bo Sign Tip Th hng nm u t chc nhiu cuc iu tra thm d th trng
v c bit l thm d kin bnh bu ca ngi tiu dng i vi nhng hng
Vit Nam cht lng cao.
Ngi s dng (The Users)
Ngi s dng kt qu nghin cu l Gim c, Ph G ph trch
Marketing hoc cc cp iu hnh vi t cch l nhng nhn vt chi trch nhim
a ra nhng quyt nh v cc hot ng tip th v kinh doanh.
Mun c kt qu tt, ngi s dng nghin cu tip th phi hiu bit v cc
phng php nghin cu marketing v cng tc cht ch vi ngi thc hin.
Ngi s dng nghin cu l ngi cn mua nhng thng tin gip cho
vic lm quyt nh kinh doanh ca mnh c chnh xc hn, trnh c nhng
tht bi v thiu thng tin. Mua thng tin c th cc cng ty chuyn nghip c ngay
cung cp, nhng nhiu khi phi thu h lm hn nhng cuc nghin cu cho
ring mnh.
chn la mt c quan nghin cu tip th hay mt ni bn thng tin c
gi tr, ngi i thu nghin cu hoc i mua thng tin phi xem xt kh nng ca
i tng qua cc tiu chun sau :
Uy tn ca c quan nghin cu hay ca ngi cung cp thng tin.
Tnh ph hp vi mc tiu nghin cu
Tnh cp nht ca thng tin
Mc tin cy ca thng tin
Tc thu thp thng tin, tc nghin cu
D Th Chung
17
Tnh kinh t trong vic c c thng tin (ph tn cho vic nghin cu)
1.5 Quy trnh nghin cu

Quy trnh nghin cu marketing n gin bao gm 3 bc :
Bc 1: Xc nh ta mun lm g ?
C th l phi xc nh c vn v mc tiu nghin cu thng qua mt
d n hay k hoch nghin cu c hnh thnh mt cch k lng v thn trng.
Bc 2: Thc hin d n nghin cu
Bc 3: Bo co kt qu tm thy v a ra cc ngh nu c
c th ho hn na cc bc nghin cu mt cch bi bn, nhiu tc gi
ngh nhng tin trnh khc nhau , tuy chng c mt s d bit nhng u ni
ln mt trt t tin hnh hp l th no cho cuc nghin cu c kt qu kh quan
nht. Tin trnh nghin cu tip th cng c th c chia thnh 5 bc,bao gm
-
Bc 1: Xc nh vn v mc tiu nghin cu
Bc 2: Thit lp k hoch nghin cu Marketing
Bc 3: Thu thp thng tin
Bc 4: Phn tch thng tin
Bc 5: Bo co v trnh by kt qu nghin cu
Tin trnh nghin cu tip th theo cc tc gi David Luck v Ronald Rubin

gm c 7 bc nh sau:
1/ Bc 1: Xc nh vn tip th hoc c hi minh doanh cn nghin
cu
Cn gii p cc cu hi sau:
- Doanh nghip ca ta ang c vn g ta cha khng nh c?
D Th Chung
18
- Phi chng ta ang c kh khn trong kinh doanh hay l ta mun tm c hi

kinh doanh mi ?
- Mc tiu tin hnh nghin cu lm nn tng cho quyt nh tm c
no v trong lnh vc no ?
Vn ct li l nhn thc v chuyn ho c vn tip th ang quan
tm tr thnh ti nghin cu tht s. Nhng cuc nghin cu su s khng
ngng ch quan st v m t hin tng trn th trng m cn tm cch tm
ng nhng nguyn nhn chnh yu v th nghim li kt qu ca mt s bin
php gi nh . Th d mt nhum tc nu xm nhp vo Vit Nam (1999) vy
c phi l c hi cho vic sn xut loi thuc nhum tc khng? Vic kinh doanh
sau s nh th no th t hiu qu nht?
2/ Bc 2: Xc nh c th thng tin no cn phi thu thp
- Ta phi xc nh r ta cn bit v iu g?
- D liu ny mang tnh cch nh tnh (qualititative) hay nh lng
(quantitative)?
- iu mong mun c bit c thc t khng v c lin quan trc tip g
n nhng quyt nh kinh doanh ca ta hay khng?
- D liu dng no: th cp hay s cp
a) D liu th cp (Secondary data):
Cn gi l d liu cp 2
L nhng d liu c sn, do ngi khc thu thp v x l.
D liu cp 2 c ghi nhn qua cc ngun ni b v ngun bn ngoi.
u khuyt im ca d liu cp 2:
u im:
T liu c sn.
D Th Chung
19
C th c c min ph hay mua vi gi r.

C th d tm kim trn th trng, trn Internet, hay ti th vin.
Nu tm c ng thng tin cn thit th s tit kim c thi gian
nghin cu.
Khuyt im:
V l d liu c sn nn ch yu l thng tin trong qu kh hay gn y.
D liu c thng tin trn bo ch c th cp nht n hin ti, nhng
c th vn cn c nhng con s cha c tng hp hay x l.
C th c con s d bo nhng cha phi l con s thc t n thi
im ta cn cp nht.
Thng tin qu nhiu, qu rng khng thc s cho ta bit c iu cn
thit. Vic thu thp thng tin phi c phng php nu khng s b chm
ngp trong c rng thng tin.
Nhiu ngun thng tin c th khng chnh xc hoc a ra nhng con
s khng n khp hoc tri ngc nhau m khng gii thch c .
b/- D liu cp 1 (Primary data)
Cn gi l d liu s cp, l s liu do ta thu thp c ti hin trng thc
t thng qua cc cuc iu tra, thm d:
iu tra (Investigation): L cuc thm hi tht k ngn ngun v cc

s kin.
Tng iu tra (Census): L thu thp tt c cc i tng khng b

st ngi no ( V d: Tng iu tra dn s)
Thm d, kho st (Survey): Mang ngha thu thp thng tin qua
mt s ngi no , ch trng ti vic ly kin ca h.
3/ Bc 3: Nhn nh ngun thng tin.
D Th Chung
20
Xc nh ta tm thng tin u?
Ai l ngi nm thng tin ta cn bit? S lng nhng ngi nhiu hay
t? H tp trung hay ri rc?
C th no tm kim trong cc sch bo hay khng, c th hi c quan nh
nc hay tng cc thng k khng?
Nu cn phi hi kin th hi ai? H u? Ly mu nh th no? Kch
c ca mu l bao nhiu?
Nghin cu tip th ht sc ch trng n khch hng v cc i th cnh
tranh, y l nhng i tng thng khng ng nht, ht sc a dng v y bt
ng. Do thng tin khng ch khai thc t mt ngun m cn thu thp i chiu
t nhiu ngun.
D liu th cp c hai ngun thng tin sau
Ngun ni b:
L nhng ti liu, con s ca chnh doanh nghip. Mun nghin cu ta c th
thu thp d liu ny qua:
Ha n bn hng, ha n mua hng.
Chng t thanh ton
Bo co bn hng, tip th, sn xut hng ngy, hng thng, qu...
Bo co ti chnh.
Th tn, th khiu ni ca khch hng.
Cc vn bn ni b.
Ngun bn ngoi
Cc bo ch: Nht bo, tun bo, tp ch, bo chuyn ngnh.
Cc sch nghin cu, sch gio khoa.
D Th Chung
21
Ti liu ca cc cuc hi tho, bo co chuyn .
Cc thng tin v i th qua bo ch, truyn hnh, qung co, ti liu

in n do doanh nghip i th n hnh.
Ti liu trn mng Internet.
Ti liu trn cc CD-Rom.
Cc ti liu c c do tnh bo tip th.
Cc lun n, lun vn, bo co thc tp ca cc sinh vin ti cc x

nghip.
Cc nghin cu c bn v s liu ca c quan chnh ph nh Tng cc

Thng K, Cc Thng K, cc B, S, cc trung tm thng tin ca cc
Ta i s, cc c quan v cc th vin.
b) Vi d liu s cp :
Nh nghin cu t thc hin cc cuc iu tra, kho st.
4/ Bc 4- Quyt nh chn phng php no c c nhng thng
tin cn thit
Lm cch no c c thng tin (phng php thu thp)?
Ai lm nghin cu? (Mua thng tin, thu nghin cu hay t nghin cu)
Phng vn hay quan st hoc tho lun vi i tng nghin cu
Ngi ta s dng cc phng php thu thp thng tin sau:
Quan st
Phng vn
Th nghim.
5/- Bc 5 : Tin hnh thc hin vic thu thp thng tin v x l thng
tin
D Th Chung
22
Lp k hoch thc hin th no
Phn cng s ngi tham gia
Cc cng vic chun b, khu hu cn- phi hp, khu kim sot
Thc hin vic iu tra, phng vn, quay phim, chp hnh, ghi m, o
c thi gian v ng tc, hnh vi ca cc i tng, cc hot ng
tip th..
Theo di chi ph thc hin. So snh vi kinh ph d tr.
Phn loi, sp xp, hiu chnh d liu.
M ha d liu,
Phn tch v din gii d liu
6/- Bc 6 : Phn tch v din gii ngha ca nhng thng tin tm thy
- Lp thnh cc bng biu thch hp.
- Tnh ton ra cc con s ni ln nhng ngha ca cc thng tin tm
thy. (Cc s biu th tp trung, phn tn ca d liu, cc t s so snh, cc
s biu th tnh tng quan v.v)
- i chiu nhng thng tin khng n khp tm ra thng tin ph hp.
- Kim nh cc gi thit.
- Rt ra cc kt lun v ngha ca thng tin
7/- Bc 7 : Bo co, trnh by kt qu nghin cu
-Ngi c bo co l cp lnh o, nhng ngi lm quyt nh kinh
doanh hay ngi thu nghin cu
- Cc s liu phi c din gii minh bch qua nhng phng php phn
tch so snh din dch, suy on mt cch khoa hc trc khi rt ra nhng kt lun
- Vit bo co bng vn bn cho cp lnh o hay ngi s dng c 2 loi :
D Th Chung
23
Bo co tm tt nhng kt kt qu chnh v bo co chi tit .

- Bo co c th c thc hin bng mt bui bo co ming km theo vic
tr li nhng cht vn ca ngi nghe.
- Bo co khng ch trnh by s liu th m phi ni r ngha ca s liu
thng tin qua cc k thut phn tch thng k.
- Bo co phi a ra gii php, xut cho nh qun tr
Lu : Trong Bn bo co phi ghi li nhng ni dung chnh c cp
trong bn k hoch ( Hoc d n nghin cu Research Project ) ra trong
bc hai tc l lc cha bt u nghin cu , sau nu ra nhng kh khn v
thun li trong tin trnh thc hin cc bc ba v bc bn trong thi gian qua.
C nh vy, ngi nghe hay c bo co mi c th nh gi c tnh hiu qu
ca cuc nghin cu.
D Th Chung
24
Hnh 1.2- By bc cn bn ca mt d n nghin cu tip th

hoc mt k hoch nghin cu tip th theo David Luck v Ronald Rubin.
Bc 1 : Xc nh vn v c hi kinh doanh cn nghin cu

(Define the problem or opportunity that is faced )
Bc 2: Xc nh c th thng tin no cn phi thu thp

( Specify what information is needed )
Bc 3 : Nhn nh ngun thng tin- (Identify the source of information)
Bc 4 : Quyt nh la chn phng php thu thp thng tin

( Decide on the techniques for acquiring information )
Bc 5 : Thc hin vic thu thp thng tin v x l thng tin

( Gather and Process the Information )
Bc 6 : Phn tch v din gii nghi nhng iu tm thy

(Analyze and Interprete the Meaning)
Bc 7 : Bo co , trnh by kt qa cuc nghin cu cho ngui lm

quyt nh (Present the Findings to the Decision Makers)
D Th Chung
25
Theo David Luck & Ronald Rubin , Marketing Research , 7 th Ed. ,Prentice
Hall Intl , New Jersey , 1987, trang 4.
Lu : Tht s c nhiu sch gio khoa a ra nhng tin trnh c s bc
nhiu hay t v c cch gi tn khc nhau tu theo mc chi tit ho. Ta khng
nht thit phi tin chc rng ch c sch ny ng sch kia sai, m can nhn nh
nn p dng tin trnh no thch hp cho c th ring ca mt cuc nghin cu
mnh s tin hnh.
1.6
K hoch nghin cu
tin hnh nghin cu t hiu qu cn phi lp k hoch hiu r vn
cn nghin cu l g, nh nghin cu cn t c mc tiu nghin cu no v cn

phi thc hin nghin cu theo mt trt t nht nh. Bn xut nghin cu (a
research proposal) hay Bn d n nghin cu (a research project) ti thiu phi
y cc phn sau y
1)
Tn gi ca cuc nghin cu: l tn vn tt ca ti nghin cu
2)
Tn nhng ngi nghin cu (tn nhm hoc c quan nghin cu)
3)
Mc ch nghin cu
4)
Mc tiu ca cuc nghin cu v Phc tho ra nhng vn chnh phi
bo co sau ny.
5)
Phm vi gii hn (Khng gian, a l, thi gian, i tng, vn )
6)
Xc nh nhng thng tin cn tm (Lp mt bng danh mc)
7)
Nhn dng loi thng tin v ngun thng tin
8)
M hnh nghin cu v Phng php thu thp thng tin
9)
Phng php chn mu
10)
Thi gian tin hnh - n nh r ngy phi hon tt
11)
S lng nhn s tham gia cuc nghin cu
D Th Chung
26
12)
Chi ph d tr
D Th Chung
27
CU HI N TP V THO LUN
1. Hy tho lun vai tr ca nghin cu marketing trong qu trnh ra quyt

nh ca nh qun tr.
2. Nghin cu marketing (marketing research) v nghin cu th trng
(market research) khc nhau hay nh nhau? V sao?
3. Hy thnh lp mt nhm nghin cu t 5-8 thnh vin, chn mt d n
nghin cu v vit xut nghin cu cho d n ny
4. Gi s cng ty bn mun tung ra mt sn phm hon ton mi, vy cng ty
nn thc hin dng nghin cu no? Hy gii thch s la chn ca bn.
D Th Chung
28
CHNG 2
M HNH NGHIN CU MARKETING
I.
Mc tiu chng 2
Sau khi hc xong chng ny, sinh vin s hiu c:

-
Khi nim v tm quan trng ca vic lp m hnh nghin cu,
Phn bit cc loi m hnh nghin cu, v
Bit cch la chn m hnh nghin cu ph hp vi vn v mc tiu

nghin cu ra
II.
Ni dung chng:
1. Khi nim m hnh nghin cu
2. Mi quan h nhn qu
3. Cc m hnh nghin cu
4. Khi nim marketing th nghim
III.
Ni dung chi tit
2.4 Khi nim

Thut ng m hnh (design) c nhiu ngha khc nhau nhng trong phm
vi ch chng ta ang nghin cu th thut ng ny c th c hiu l mt
m t v nhng cng vic c th ca d n nghin cu. N bao gm mt tp hp
cc quyt nh, ng thi vch ra k hoch ch yu thc hin d n nghin cu.
Thit k m hnh hay cn gi l thit k nghin cu (Research Design) l
vic xc nh c th cc phng php, th tc thu thp cc thng tin cn thit
nhm pht hin hoc gii quyt cc vn tip th. Chnh m hnh nghin cu s
quy nh loi thng tin no cn thu thp, thu thp t ngun no v phng php
thu thp thng tin . Nu thit k m hnh nghin cu tt, n s m bo rng
D Th Chung
29
thng tin m ta thu thp c s c lin h cht ch vi vn nghin cu v

chng c thu thp vi phng php ph hp v ng tin cy. Hn na, vic xy
dng m hnh nghin cu cn phn nh c kh nng cng nh nh ca nh
nghin cu. Thng thng, nh nghin cu chu s gim st v nh gi ca ngi
s dng hay cc khch hng thu dch v nghin cu. Ngi thc hin nghin cu
phi gii thch c v sao mnh chn kiu m hnh nghin cu ny m khng phi
l cc m hnh khc, phi chng minh c rng m hnh nghin cu l ph
hp vi vn nghin cu, mc tiu nghin cu ca ti.
M hnh nghin cu c ngha nh mt chic cu ni gia cc mc tiu
nghin cu v vic thc hin cc mc tiu . N d kin trc cc yu cu ca
khch hng v thi gian cng nh kt qu nghin cu. Nh nghin cu cng c th
cn nhc v nhng tr ngi hay sai lm c th mc phi trong qu trnh thc hin
(nh vic tip cn d liu, thi gian, a im, chi ph). Mt m hnh nghin
cu cng phc tho v phng php phn tch v din gii d liu
2.5 Cc mi quan h nhn qu
Trong cc nghin cu, ch c cuc nghin cu chnh thc (conclusive
research) nh nghin cu mi phi lm r c hay khng mi quan h nhn qu
gia cc bin ca th trng. Trc mt vn tip th, nh qun tr c th suy
on v t gi thuyt, v d c mi lin h gia chi ph bn hng v doanh s bn,
chi ph qung co v mc nhn bit thng hiuTuy nhin chng ta cn lu
rng him c cuc nghin cu no cho ta nhng nguyn nhn tuyt i ca vn
nghin cu. D m hnh nghin cu ta c a ra cc gi thuyt v mi quan h
nhn qu nhng phi xem xt k lng v tnh chc chn ca n. C nhng hin
tng, nhng bin s nh nghin cu tng rng chng c mi quan h nhn qu
vi nhau nhng thc t li khng ng nh vy. iu c th xy ra nh mt s
trng hp, tnh c trong mu v l mt sn phm c to ra do k thut x l
thng k ang s dng. l mi tng quan gi trong thng k, hai bin nh
lng c h s tng quan r rt cao nhng trong thc t khng c mi lin h g.
D Th Chung
30
V d nh nghin cu tm ra c mi tng quan gia s lng trng i hc v

s lng ging vin trong thnh ph, cn phi ng rng y l kt qu do ngu
nhin hoc c hai hin tng ny u l kt qu ca vic s lng hc sinh, sinh
vin ang gia tng.
c th thit lp c mi lin h nhn qu, cn c cc iu kin sau:
1) Phi c cc bng chng r rng v mi lin quan gia mt bin nguyn
nhn v bin kt qu. Ni cch khc, khi bin nguyn nhn thay i (tng,
gim) th bin kt qu cng thay i tng ng. l s bin i ng
thi hay bin thin ng hnh (concomitant variation)
2) Phi c bng chng v thi gian xut hin l bin kt qu lun xut hin
sau hoc ng thi vi bin nguyn nhn
3) Cc kt qu ch c th c gii thch bi cc bin nguyn nhn ,
khng c bt k l gii no khc.
2.3
Cc m hnh nghin cu
C nhiu cc tiu chun khc nhau phn loi m hnh nghin cu song
cch phn loi hu ch v thng dng nht l cch phn loi c lin quan n mc
tiu ca nghin cu. Trn c s ny, c ba dng m hnh nghin cu c bn, l:
m hnh nghin cu khm ph, m hnh nghin cu m t v m hnh nghin cu
nhn qu. Ty vo tng dng m hnh m c cc kiu d liu cng nh k thut
thu thp d liu khc nhau.
2.3.1. Thit k nghin cu khm ph
Mc ch ca nghin cu khm ph l nhm pht hin s b vn nghin
cu, xc nh chnh xc hn cc vn . Nghin cu khm ph cng hiu qu
trong vic thit lp cc gi thuyt nghin cu (nh vic nhn din cc bin s lin
h) hay nh nghin cu cn thm thng tin thit k bng cu hi. Kt qu ca
cuc nghin cu khm ph thng c cc nh qun tr marketing s dng nhiu
nht, c bit l trong cc trng hp cn ra quyt nh nhanh chng.
D Th Chung
31
Nghin cu khm ph thng c thc hin thng qua nhiu k thut khc
nhau v rt linh hot. Khi xy dng m hnh nghin cu khm ph, nh nghin
cu cn linh ng s dng cc k thut ph hp trong vic thu thp d liu. Cc
phng php thu thp d liu thng c dng gm hai nhm chnh: nghin cu
khm ph thng qua d liu th cp v nghin cu khm ph qua d liu s cp.
Nghin cu khm ph thng qua d liu th cp c gi l phng php
nghin cu ti bn nhm thu thp cc d liu th cp. D liu th cp bao gm c
d liu nh tnh v nh lng. y l cch thc nhanh chng v tit kim nht
thu thp thng tin, khm ph th trng. Tuy nhin, d liu th cp c nhc im
l c th khng ph hp vi mc tiu nghin cu, d liu qu li thi v tin cy
thp. iu ng ch l khi thu thp d liu th cp, nh nghin cu cn phi ch
n vic nh gi ngun thng tin. Ngy nay, ngun thng tin rt a dng v
phong ph nh sch, bo, tp ch, bo co ni b, cc n phm, nin gim thng
kc bit l ngun thng tin di do v v hn v tng i cp nht nh mng
internet. y l c hi cng nh thch thc cho nh nghin cu trong vic la
chn, nh gi ngun thng tin v tin hnh thu thp.
Nghin cu khm ph thng qua d liu s cp l nh nghin cu s dng
cc k thut nghin cu nh tnh nh phng vn nhng chuyn gia am hiu vn
hay cn gi l nghin cu da vo kinh nghim (experience survey), tho lun
nhm, tho lun tay i, nghin cu trng hp in hnh
2.3.2. M hnh nghin cu m t
y l m hnh nghin cu nhm mc ch m t th trng, m khng thit
lp mt s lin h gia cc yu t. Cc dng nghin cu m t thng s dng
nhm m t chn dung khch hng (nh gii tnh, tui, thu nhp, ngh nghip,
trnh hc vn, tnh trng hn nhn..); hnh vi v thi quen tiu dng ca khch
hng vi mt chng loi sn phm no gi l nghin cu U&A (Usage &
Attitude); cc phn ng ca h vi cc chng trnh tip th ca doanh nghip;
nh gi s yu thch nhn hiu, mc hi lng ca khch hng Kt qu

D Th Chung
32
nghin cu rt hu ch trong vic xc nh th trng mc tiu, phn khc th

trng v nh v sn phm. V d nh cng ty nghin cu th trng FTA tin
hnh mt cuc kho st vi s lng mu l 500 h gia nh thuc cc thnh phn
kinh t x hi, i tng nghin cu l nhng ph n c gia nh, tui t 26-50
sinh sng 4 thnh ph ln: H Ch Minh, H Ni, Nng v Cn Th. Chng
trnh nghin cu ny phn loi ph n cn c vo biu hin tm l (phong cch
sng) t c th gii thch cc hnh vi v thi ging nhau tn ti mi ni
khng phn bit thnh phn kinh t, tui tc hoc ngh nghip . Ti Vit Nam.
Cng ty nghin cu th trng Neilsen rt c th mnh v nghin cu U&A v
nghin cu v h thng bn l gi l Retail Audit. Nghin cu ny thng k s
lng bn ra ti cc im bn l (hay bn trc tip cho ngi tiu dng) nhm xc
nh dung lng th th trng v xc nh th phn i th..
M hnh m t cng nhm mc ch nh gi v m t mi quan h gia cc
bin s m khng i hi phi chng minh c s lin quan no gia cc yu t
hay khng. Tuy nhin, l c s ta tin hnh nhng kim nh v mi lin h
gia cc bin . V d kt qu nghin cu nh lng cho ta thy c mi lin h
gia trnh hc vn v thu nhp, hay chi ph qung co v doanh s bn hng.
M hnh m t l m hnh c s dng ph bin nht. Vi m hnh nghin
cu m t, phng php nghin cu c s dng l phng php nghin cu ti
hin trng hay nghin cu nh lng thng qua cng c phng vn l bng cu
hi. Bng cc k thut phng vn nh phng vn trc tip; phng vn qua in
thoi, qua th tn v th in t, phng php ny nhm thu thp thng tin ton
din v th trng, khch hng v th m hnh ny cn c gi l m hnh m t
ton din (cross-sectional). Thng qua d liu thu thp c, nh nghin cu s c
c s m t li th trng, v th i tng nghin cu cn phi c xc nh
mt cch cht ch v c h thng sao cho c tnh i din nht cho ton b th
trng. gia tng tnh chnh xc cho kt qu nghin cu, nh nghin cu cn s
dng cc phng php h tr nh t my thu hnh quan st trong h gia nh (d
D Th Chung
33
nhin l phi c s ng ca h) bit c v hnh vi s dng sn phm

mt cch chnh xc nht. V d, trong lnh vc chm sc rng ming chng hn,
kinh nghim cho thy khng phi ngi tiu dng no cng thng thn khi tr li
cu hi bn nh rng ngy my ln. Tng t nh vy, vic quan st cch ngi
tiu dng git qun o (c x nc trc khi ngm vi bt git hay khng, ngm
trong bao lu, git vi bn chi hay ch v bng tay, sau x my ln, phi
bng rm hay ch c nng) s gip nh sn xut to ra c nhng cng thc
ph hp vi thi quen s dng sn phm cht ty ra ti mt th trng nht nh.
Mt phng php khc c s dng trong m hnh nghin cu m t l
phng php nghin cu nh tnh, m hnh ny khc vi m hnh m t ton
din, n ch tp trung vo nghin cu mt nhm i tng v th n c gi l
m hnh nhm tp trung (focus group). Bng phng php tho lun nhm, nh
nghin cu t chc mt cuc trao i su sc v kinh nghim hoc quan im ca
nhm i tng nghin cu. Vai tr ca ngi dn dt cc cuc tho lun ny l
v cng quan trng c th thu thp c nhng thng tin cn thit. M hnh
ny thch hp vi nhng cuc nghin cu s b hay tm cc sng kin, tng
cho chin dch marketing, nghin cu ci tin hoc pht trin sn phm mi.
2.3.3. M hnh nghin cu nhn qu
M hnh nghin cu nhn qu nhm mc ch tm hiu mi quan h nhn qu
gia cc bin ca th trng. Nghin cu nhn qu thng c thc hin thng
qua cc k thut thc nghim v th m hnh ny cn c gi l m hnh thc
nghim. Cc bin trong m hnh thc nghim bao gm bin c lp, bin ph
thuc v bin ngoi lai. Bin c lp l cc bin m nh nghin cu mun tm hiu
tc ng ca n i vi bin ph thuc. Trong m hnh, bin c lp c gi l
mt x l thc nghim (treatment), bin ph thuc cn gi l o lng thng qua
vic quan st v ghi li cc kt qu khi c x l thc nghim, c k hiu l O
(Observation). Bin ngoi lai l cc bin nh hng ti qu trnh thc nghim m
nh nghin cu kh nhn bit hoc kh kim sot n. Cc n v th nghim bao
D Th Chung
34
gm nhm thc nghim, c k hiu l EG (experimental group) v nhm kim

sot, k hiu l CG (control group).
V d khi tin hnh th nghim v chng trnh hun luyn nhn vin bn
hng tc ng n doanh thu bn hng ca hai khu vc Cn Th v Tp H Ch
Minh. Trong m hnh ny, chng trnh hun luyn l bin c lp, doanh thu bn
hng l bin ph thuc. Khi tin hnh thc nghim, i th cnh tranh ca chng
ta thc hin tng gi nn cc khch hng chuyn qua mua sn phm ca cng ty
nhiu hn nn c lm doanh thu ca cng ty tng ln. Vy vic tng gi ca i
th cnh tranh chnh l bin ngoi lai nh hng ti kt qu thc nghim.
Cc yu t lm gim gi tr thc nghim
Khi tin hnh thc nghim, nh nghin cu mong mun t c kt qu
c gi tr, l khi a ra cc x l th nghim, kt qu o c cc bin s ph
thuc ch do tc nhn x l gy ra m thi, ch khng l thuc yu t ngoi lai no
khc. V th, nh nghin cu cn xc nh c cc nguyn nhn c th lm sai
lch kt qu thc nghim t c cc bin php kim sot v tnh ton kt qu
thc nghim ph hp
Cc yu t ngoi lai c th gy ra sai lch trong th nghim l :
Nguyn nhn lch s (History: Mt bin c no trn th trng do
khng tin liu c xy ra ang khi tin hnh th nghim. Th d ta
ang th nghim qung co ghp ti cc ca hiu, hoc x s khuyn
mi cho ngi tiu dng th b chnh quyn cm ngang.
S li thi (Maturation) L s thay i trong hnh vi, phn ng ca con
ngi qua thi gian. V d s mt mi, thiu kin nhn hay thay i
trong hnh vi tiu dng ca cc n v th nghim
B cuc (Mortality) C nhm th nghim hay nhm kim chng b
ngang na chng khng tin hnh cho n cng v cuc th nghim qu
di.
D Th Chung
35
Hiu ng trc nghim (Testing effect) Nh trn ni, c c nhn qu

quen thuc vi cc cuc th nghim, thi ca h c th bc l khng
trung thc. Hoc do hiu ng tng tc qua li ln nhau khin cho ln
o lng sau b sai lch i do ngi ta c kinh nghim ln o lng
trc.
Sai lm do cng c (Instrumenttation) cc dng c o lng, ngi
phng vn, bn cu hi km, ngi o c, iu kin tin hnh th
nghim u c th sai lch. Tt c c gi l sai lm do cng c.
Sai lm khi chn mu (Sampling error) Mu khng i din cho tng
th, mu lch (th d phng vn ngi tiu dng bia li chn ton tr
thc hoc sinh vin, hoc nghin cu ngi tiu dng m phm li la
chn phng vn ton nhng ngi p, khng phng vn nhng ngi
cha p hay khng p th li gy ra sai lm ln).
Cc m hnh thc nghim
a) M hnh bn thc nghim (quasi-experimental design)
M hnh bn thc nghim thng khng c y cc iu kin cht ch
ca mt cuc thc nghim, cc n v th khng c chn mt cch ngu nhin
v thiu cc nhm kim sot hay nhm i chng ca m hnh. Cc m hnh bn
thc nghim bao gm:
(1) M hnh mt nhm thc nghim ch o lng sau (one-shot case study)
L m hnh n gin nht, nh nghin cu ch s dng mt nhm thc
nghim v o lng mt ln sau x l. V d, mt ca hng mun thc hin
chng trnh hun luyn nhn vin bn hng ca mnh, h ngh mt s
nhn vin tnh nguyn tham gia chng trnh. Sau khi hon thnh chng
trnh hun luyn, kt qu bn hng ca h c o lng v so snh vi
nhng nhn vin khng tham gia lp hun luyn
K hiu ca m hnh: Nhm th nghim (EG): X O
D Th Chung
36
(2) M hnh mt nhm thc nghim o lng trc v sau (one-group pretestposttest design)
Trong m hnh ny, cc nh nghin cu tin hnh o lng cc i tng
nghin cu trc khi th nghim, sau a vo cc x l thc nghim ri
li tin hnh o lng sau th nghim
V d, cc nhn vin trc khi tham gia kha hun luyn k nng bn hng
c o lng kt qu bn hng ca h. Sau khi kha hc kt thc, kt qu
bn hng ca h c o lng tip so snh vi kt qu lc u
K hiu m hnh:
EG: O1 X O2
(3) M hnh thc nghim dc (Longitudinal design) hay m hnh chui thi gian
(time-series design)
M hnh l s m rng ca m hnh c kim nghim trc v sau, nh
nghin cu s thc hin cc o lng lin tc trc v sau x l
K hiu m hnh:
EG: O1 O2 O3 O4 X O5 O6 O7 O8
(4) M hnh so snh nhm tnh (Static group comparison design)

L m hnh nh nghin cu s dng hai nhm, mt nhm thc nghim v
mt nhm i chng. Nhm thc nghim ch c tin hnh o lng sau x
l v c so snh vi kt qu o lng ca nhm i chng
K hiu m hnh:
EG:
X O1
CG:
O2
b) Cc m hnh thc nghim tht s (True experimental designs)

c im ca cc m hnh th nghim tht s l s chn la theo ngu nhin
cc n v th nghim (random assignment of test units), do khi vit k hiu
lun phi c ch R i u. Ngoi ra loi m hnh ny lun lun s dng cc nhm
i chng, hoc cn gi l kim chng (control groups) lm c s so snh vi
D Th Chung
37
cc nhm th nghim (experimental groups). C ba m hnh c bn ca thc

nghim tht s, l
(1) M hnh c nhm i chng, c o lng trc v sau (Pretest - Posttest
Control Group Design Or Before -After With Control Group Design)
Nhm th nghim c o lng trc v sau khi a vo cc x l thc
nghim. Nhm kim chng cng c o lng trc v sau ng thi cng
vi nhm th nghim nhng n khng chu mt x l thc nghim no c.
Ta thy rng
(O2 - O1) L s khc bit gy ra bi tc ng ca cc x l th nghim cng
cc tc ng ca cc yu t ngoi lai.
(O4 - O3) L s khc bit nguyn nhn ch do tc ng ca cc yu t ngoi
lai m thi.
K hiu :
EG: R O1 X O2
CG: R O3
O4
HIU NG X L = (O2 - O1) - (O4 - O3)

(2)
M hnh nhm kim chng ch o lng sau ((posttest - only group design or
after -only with control design)
Trong nhiu trng hp, vic quan st v o lng trc khng th thc hin
c (th d nh a ra mt sn phm mi, trc cha tng bn nn
khng th o c doanh s). Do ch c th o lng sau vi mt nhm
th nghim v mt nhm kim chng.
K hiu m hnh:
EG: R X O1
CG: R O2
y l loi m hnh thc nghim n gin nht, ta c

O1 = hiu ng x l + tc ng ca yu t ngoi lai
D Th Chung
38
O2 = ch c tc ng ca yu t ngoi lai
O1 - O2 = hiu ng x l ( loi b c yu t ngoi lai)
So snh sai bit v s o ca 2 nhm, ta c hiu ng ca x l th nghm
bng O1 - O2. y ngi ta cng gi nh rng cc yu t ngoi lai tc
ng nh nhau trn hai nhm, sau khi so snh n s b loi tr, tuy nhin
trong thc t v khng o lng trc nn cng khng th ni rng hai nhm
trc kia hon ton ging nhau, khng h c sai bit no.
(3) M hnh bn nhm Solomon (Solomon Four-Group Design)
y l m hnh tng hp c hai loi m hnh th nghim trnh by trn.
M hnh c 4 nhm (2 nhm th nghim + 2 nhm kim chng) v c ti 6
ln quan st v o lng. M hnh c gi tt l m hnh Solomon hoc m
hnh khn ngoan (wise design) hoc thc nghim kim sot rt l tng
(Ideal controlled experiment).
Nh ta bit trong m hnh nhm kim chng c o lng trc v sau
(pretest - posttest control group design) tc l nhm th nghim 1 v nhm
kim chng 1 cn tn ti vn yu t nhy cm (sensitizing aspect) ca
nhng c nhn sau khi c o lng trc lm nh hng ti vic th
nghim v o lng sau. Th d qua kinh nghim mt ln o lng ri,
n khi c o ln sau h s tr li nhanh hn, tp trung hn, v thng c
t ra mnh am hiu vn hn, chn chn hn nhng i khi li c tnh
phng i hoc bp mo kt qu v h ngh rng s c mt tin thng hay
li lc g . T chuyn mn s dng l hiu ng tng tc trong khi o
lng (interactive testing effect).
loi b ci hiu ng tng tc ny, ngi ta s dng trung bnh cng ca
s do 2 ln o lng trc (O1 + O3) so snh vi kt qu o lng hai ln
sau l O5 v O6.
Hiu ng x l = (O5 - O1 + O3 )/2 - (O6 - O1 + O3)/2
D Th Chung
39
K hiu :
EG1: R O1 X O2
CG1: R O3
O4
EG2: R
X O5
CG2: R
O6
Bit rng, ch c nhm th nghim 1 l nhm duy nht xy ra hiu ng tng tc

do c o lng trc khi a vo x l th nghim. Do hiu s (O2 - O1) bao
gm c : hiu ng x l + hiu ng tng tc + tc ng ngoi lai.
Nu ta mun tnh hiu ng tng tc, th cn c:
Hiu ng th nghim:
(O2 - O1) - (O5 - O1 + O3)
2
M hnh Solomon c tnh cch cht ch v thuyt phc, t c hiu lc bn
trong (internal valiolity) cao nhng khi thc hin trong thc t s kh tn km v
mt nhiu thi gian. Tuy nhin, v l thuyt n gip ta phn nh c nhng sai
lm c th mc phi trong khi lm th nghim.
2.4 Cc m hnh th nghim phc tp (Complex Experimental Designs)
Nh chng ta hc v m hnh th nghim c bn trn, nh nghin cu
ch vn dng tp trung vo mt bin c c lp m thi. Trong thc t, nhiu khi
ta cn th nghim cng lc nhiu bin s, tm xem nhn t no em li hiu ng
ln nht v gia nhng bin s c tc ng qua li nh th no dn n mt s
phi hp no c hiu qu nht.
Th d, nghin cu cng lc s thay i gi c ( cc mc khc nhau) v
kch c bao b khc nhau. Nhiu trng hp khc khng phi ch l hai bin s m
D Th Chung
40
l nhiu bin s cng lc, th d kho st th nghim phi hp cc phng tin

truyn thng trong qung co : trn bo ch, trn radio, qung co ngoi tri....
C 4 loi m hnh th nghim phc tp :
- M hnh ngu nhin ha hon ton (completely Randomized)
- M hnh hnh vung Latin (Square Latin)
- M hnh tha s (Factorial)
2.5 Marketin th nghim (Test Marketing)
Mt sn phm mi thng c th nghim qua nhiu giai on k t khi
n bt u ch l mt tng, sau nh hnh qua nim sn phm c th c
th thch qua nhng kim nghim v chc nng. Bc k tip l a vo th
nghim th trng.
Marketing th nghim l giai on a sn phm v chng trnh tip th
ca n vo hon cnh th trng thc t hn.
Trc khi tung ra th trng vi mt qui m ln, nh sn sut cn tm
nhng thng tin lm nn tng cho cc quyt nh v nh v sn phm, qung co,
chiu mi, khuyn mi, phn phi, cng nh lp k hoch cung ng cc vt liu
qung co, qu tng v.v.... Nh sn xut cn tin liu c phn ng ca ngi
tiu th, cng nh cc nh bun s, bn l trong cc khu mua sm, s dng hoc
bn li kt qu cuc th nghim marketing ny gip hoch nh chi ph, doanh s
v mc li chnh xc hn.
S ln th nghim, thi gian th nghim thay i ty mi sn phm v qui
m ca t gii thiu sn phm mi. Tuy nhin nu qui m th nghim kh ln v
ko di th rt c kh nng cc i th cnh tranh pht hin c ca ta v
tung ra nhng n cnh tranh vo thi im ta chnh thc a sn phm ra th
trng. Do tin hnh th nghim marketing i hi s bo mt, tinh t v i
D Th Chung
41
khi phi s dng c nhng bin php nghi binh hoc gi v c nhng quyt nh
ng nghch i th nh gi sai.
Chi ph cho cc th nghim marketing thng kh cao, tuy nhin i vi
cc sn phm i hi u t ln th nhng chi ph cn thit phi c s dng
trnh c nhng thit hi t nhng sai lm ln no ch c th pht hin qua
thc t th trng.
Cc phng php th nghim marketing c th c thit lp cc th trng sau:
a/ Ti th trng th nghim tiu chun (Standard Test Markets)
Nh sn xut chn mt thnh ph tiu biu, c lc lng bn hng mnh
b/ Ti th trng th nghim c kim sot (Controled Test Markets)
Nh sn xut hp ng vi mt nhm ca hng ng bn sn phm mi
theo cch x l ca nh sn xut nh : s lng by bn, s ca hng, hnh thc
trng by, trang tr, p dng cc mc gi khc nhau. Ni chung nh sn xut c
th kim sot v iu phi cc yu t nm trong marketing hn hp (4P) rt ra
nhng quyt nh cn thit. Doanh s v thi ca khch hng c quan st v
o lng qua my mc v nh nghin cu.
c/ Ti th trng m phng (Simulated test markets)
Nh nghin cu xy dng mt mi trng bn hng gi nh nh tht.
Khch hng c chn la hng ngn sn phm mi v hng ha ca i th cnh
tranh. Nh nghin cu ghi nhn doanh s, phng vn ngi mua ti ch hay bng
in thoi ti nh ring ca h sau ny o lng mc hi lng v nh mua
hng ln sau ca h.
d/ Nghin cu cc t mua hng (Sales Wave Research)
Mt nhm khch hng c th c a vo th nghim qua nhng t cho
dng th khng ly tin ln u, c gim gi cho vi ln sau. Mi mt t nh
nghin cu s quan st v o lng phn ng ca ngi tiu dng. Cch lm ny
D Th Chung
42
c th tin hnh kn o v vi qui m tng nhm nh mt, nhng c th suy on

sai khi ta ly kt qu th cuc nghin cu ny p dng cho mt chng trnh
marketing sn phm m rng ln hn.
e/ Ti cc cuc trin lm thng mi (Trade show - Exhibition) - cc cuc hi
ch thng mi (Trade fair)
f/ Ti cc phng trng by (ShowRoom)
Ti cc cuc trin lm hay phng trng by l ni nh sn sut c th gp
g cc khch hng tng lai. Nh nghin cu o lng v mc quan tm n
sn phm mi v nh t hng ti ch ca ngi tham quan.
g/ Th nghim bng cch cho dng th (Trial use)
Cc chuyn vin quan st khch hng dng th sn phm mi th no, do
h s hon chnh li cc ch dn s dng v phc v khch. Sau khi dng th,
khch s c phng vn v nh mua hng ca h trong tng lai.
Vic th nghim marketing ti hin trng thng tn ph kh nhiu thi
gian v tin bc. Ta lu l khi th nghim ti hin trng, cn phi tm cch loi
b c cc yu t ngoi lai (c bit l khi c tc ng ca cc i th cnh
tranh). Do tn s th nghim tc l s ln th nghim cng tng i phi ln
c th gip ta c mt kt lun c gi tr khng sai.
D Th Chung
43
1.
M hnh nghin cu l g? V sao phi thit k nghin cu? Nu cc

ni dung c bn ca thit k nghin cu
2.
Trong trng hp no th nh nghin cu chn m hnh nghin cu

khm ph, m t, nhn qu. Cho v d minh ha
3.
Vi vn nghin cu nhm bn chn trong phn bi tp chng

1, bn chn m hnh nghin cu no cho vic thc hin nghin cu
D Th Chung
44
CHNG 3
THANG O LNG V THIT K BNG CU HI

I. Mc tiu ca chng
Chng ny nhm gip sinh vin:
-
Hiu c khi nim v vai tr ca vic o lng trong nghin cu

marketing,
Phn bit 4 loi thang o s dng trong nghin cu marketing
Bit cch thit k mt bng cu hi s dng trong nghin cu nh lng
II. Ni dung chng

1. Thang o lng trong nghin cu Marketing
2. Cc loi thang o
3. Thit k bng cu hi nh lng
III. Ni dung chi tit
3.1. Thang o lng trong nghin cu Marketing
3.1.1. Khi nim v o lng
phn nh hoc m t chnh xc mt hin tng, mt trng thi vt cht
hay tm l, ngi ta cn phi o, m, lng nh theo mt tiu chun nht nh
c th bit c tnh cht hoc s lng.
Trong nghin cu marketing, o lng l cch thc s dng cc con s,
biu tng din t cc c tnh ca s vt, hin tng marketing m chng ta
ang nghin cu, t c th gip nh nghin cu m t, nh gi, v so snh
chng. Cn ch rng khng phi cc s vt c o lng m nh nghin cu s
o lng cc thuc tnh ca s vt. S vt y c hiu theo ngha rng, c th
D Th Chung
45
s vt chng ta nghin cu l khch hng, doanh nghip, hay mt nhn hiu, mt

chng trnh s kin
V d, khi nghin cu v ngi s dng xe gn my, ngi ta cn xc nh
ngi i xe l nam hay n, tui bao nhiu, s dng loi xe bao nhiu phn
khi, ngi c thch s dng nhn hiu xe ang dng hay khng v c mun
mua mt loi xe kiu mi khng (mun nhiu hay t). Khi nghin cu v thnh
tch ca mt nhn vin bn hng gii hay d, ngi ta phi o lng thnh tch
bng nhng tiu chun nh s lng hng bn c, tr gi hng bn, mc li thu
c.v.v...
3.1.2. Li ch ca o lng
o lng cc hin tng marketing l cng vic c bn ca nghin cu
marketing. Kt qu o lng l c s cc nh qun tr marketing a ra cc
quyt nh. V d, c th quyt nh vic phn khc th trng da theo c
tnh nhn khu, nh qun tr phi c cc o lng v c im nhn khu nh gii
tnh, tui, thu nhp, trnh hc vn
Nh o lng m cc c tnh ca s vt m nh nghin cu c th so snh
c cc s vt vi nhau thng qua vic phn tch kt qu o lng. C nhng c
tnh m bn thn n c dng s lng nh chiu cao, cn nng, thu nhp ca
mt ngi no hay doanh thu ca mt ca hngNhng cng c rt nhiu cc
c tnh li dng nh tnh nh thi ca ngi tiu dng, mc nhn bit v
nhn hiu hng ha no chng hn. Do vy o lng cc c tnh , nh
nghin cu s c gng th hin cc c tnh bng cch gn cho chng nhng
con s, c th thc hin cc tnh ton v phn tch thng k.
Vic o lng cc vt th, cc hin tng vt cht nh chiu cao, cn nng
hay o nhng hin tng kinh t, x hi bng nhng tiu chun c tha nhn
qui vo nhng ch s nh mc sng, sc mua hngl cc o lng c th d
dng thc hin c. Tuy nhin, vic o cc trng thi tm l l vic o lng kh
D Th Chung
46
nht, th d o lng thi mt ngi tiu dng i vi mt sn phm. Cu tr

li c th l rt thch, nghin, khng thch, rt ght. Vn y l phi chia ra
my cp ca thi v c cch no kim tra hoc tm thy bng chng v
cc hnh ng th hin thi qua mt s tiu chun xc nh c th. Th d
nghin c ngha l khng c khng c, rt thch l lun lun dng. Phi
tm mua cho c, ght l rt kh chu khi buc phi s dng.
3.1.3. Cc loi thang o lng
thc hin vic o lng trong nghin cu, ngi ta s dng 4 loi thang
o c phn chia da vo s gia tng mc thng tin thu thp c t thang o
. Stanley Smith Stevens l ngi xut 4 loi thang o bao gm: thang o nh
nh danh, thang xp hng theo th t, thang khong cch v thang t l. Cc loi
thang o s quy nh cc tnh ton thng k v cc phng php thng k ph hp.
Thang o nh danh v thang th t c dng thu thp d liu nh tnh nn
cn c gi l thang o nh tnh, thang khong cch v thang o t l cn c
gi l thang o nh lng
a) Thang o danh ngha (cn gi l nh danh hoc thang o phn loi)
- Nominal scale)
Thang biu danh l thang n gin nht o lng cc c im thuc
tnh, phn bit s vt hay hin tng ny vi cc i tng khc. Cc m s c
gn cho cc thuc tnh ch mang tnh cht phn loi, khng bao gm s so snh
hn km. V d, khch hng c phn loi theo c im gii tnh: nam k hiu
l 1; n k hiu l 2. Thi vi mt sn phm :Thch, khng thch hoc khng
kin
Gia biu danh nam v n, thch v khng thch hon ton khc bit khng
c quan h th bc no c. Nhng con s ny ch mang tnh phn loi, nh danh
v r rng ta khng th tnh c trung bnh ca gii tnh. Chng ta c th thy
c rng thang o nh danh thng c dng trong cc cu hi v thng tin
D Th Chung
47
nhn khu ca i tng nghin cu nh gii tnh, tnh trng hn nhn, ngnh
ngh kinh doanhCc php ton thng k c th c s dng cho dng thang o
ny l: php m (tn s), tnh tn sut (t l phn trm) ca mt biu hin no ,
xc nh gi tr mode.
V d: Anh(ch) vui lng cho bit ngh nghip ca anh(ch) l g?
Hc sinh, sinh vin
Gio vin
Cng nhn
Nhn vin vn phng
Cn b hu tr
Khc..
b) Thang o th t (Ordinal scale)

Thang xp hng dng so snh v c xp t theo cc cp t thp
n cao hay ngc li. L loi thang cung cp mi quan h th t hn km gia
cc s vt hay hin tng c o lng nhng ra khng bit c khong cch
gia chng
Thang o th t dng xp hng cc vt hay hin tng theo mt th
t nht nh vi s so snh nh tnh, khng cho bit d liu nh lng. V d xp
hng Top ten hng tiu dng Vit Nam ty theo s lng th khch hng bnh bu
nhiu hay t t hng nht n hng mi (khng ni r hng no c bao nhiu
th). Hoc xp th t mc quan tm ca khch hng vi mt nhn hiu theo 3
mc : quan tm nht, quan tm th 2, quan tm th 3. Ta bit quan tm nht
l hn quan tm th 2 nhng khng o lng c khong cch gia hai cp
l bao nhiu. Thang o th t c s dng o lng thi , s thch ca
i tng nghin cu, ngoi ra n cn c dng o lng cc c im v s
lng v d nh tui, mc thu nhp, mc doanh thuVi thang o th bc,
D Th Chung
48
thc o tp trung l mode v trung v, trong trung v c ngha nhiu hn.

V d: Vui lng cho bit thu nhp ca anh/ch hng thng l bao nhiu?
Di 3 triu
T 3-5 triu
Trn 5 triu
c) Thang khong cch (Interval Scale)

Thang o khong dng cho vic o lng cc c im s lng hoc
thuc tnh ca mt hin tng. Thang o khong l thang th t nhng bc cao
hn l khong cch gia cc tr li bng nhau. im khng trong thang o ny
l ty (v d trong thang o nhit th C, K, F c nh ngha im 0
hon ton khc nhau). Cc php thng k c s dng cho thang o ny l mode,
trung v, trung bnh cng trong trung bnh cng c nhiu thng tin nht.
Loi thang in hnh trong thang o khong l thang Likert, thang mang tn
ca nh tm l qun tr Likert, R.A(1932) khi ng s dng dng thang o ny
o lng v thi . Thang Likert c dng o lng mt tp hp cc pht
biu v thi c a ra v ngi tr li s chn mt trong cc tr li theo
cc mc t thp n cao hoc ngc li
D Th Chung
49
V d. Sau y l nhng pht biu lin quan n cht lng dch v o to

ca trng H Ti chnh-Marketing. Xin bn vui lng cho bit kin ca bn
bng cch cho im s tng tng l : 1= Hon ton khng ng , 2 = Tng
i khng ng , 3 = Trung lp, 4 = Tng i ng , 5 = Hon ton ng
Hon
Tng
ton
khng
khng
ng
ng
Trung
Tng
lp
i ng
Hon
ton
ng
Chng trnh o to ca nh trng ph hp tt
yu cu ca mn hc
Ging vin c kin thc su v mn hc m trch
Cch nh gi v cho im sinh vin cng bng
Quy m lp hc hp l cho vic tip thu mn hc
vi thc tin
Ni dung cc mn hc c cp nht, i mi, p
ng tt yu cu o to
Phng php ging dy ca ging vin ph hp vi
d)Thang t l (Ratio Scale)

Thang o t l l loi thang o dng cho cc c tnh s lng. Thang o t
l c y cc c tnh ca thang o khong tc l c th p dng cc php cng
tr. Tuy nhin, thang ny c gi tr s 0 l tr s tht cho php ly t l so snh
gia hai gi tr thu thp c. V d khch hng A chi s tin l 2 triu ng/thng
cho vic mua sm ti siu th, khch hng B chi ht 1 triu ng. Vy A chi tiu
D Th Chung
50
gp i B. Gi s, c thng c A v B khng i siu th, th s tin mua sm s

bng 0. S 0 y l con s tht v A v B u khng mua g ti siu th.
Thang t l l loi thang o lng cho php nh gi v so snh cc s vt
v hin tng mt cch tuyt i, cung cp thng tin nh lng mt cch y
nht v c p dng trong phm vi rng ln. Cc tnh ton o lng khuynh
hng trung tm c p dng l mode, trung v, trung bnh cng trong trung
bnh cng c ngha nht. Cn xu hng phn tn c o bng lch chun v
phng sai.
V d1: Tui ca anh/ch l: ________tui
V
2:
Thu
nhp
trung
bnh
hng
thng
ca
anh/ch
l______________ng
V d 3. u t ca doanh nghip vo cc hng mc sau y l bao nhiu
phn trm trong tng vn u t
Bt ng sn..__________%
Chng khon.__________%
Khai thc v ch bin lm sn..__________%
Khc(xin ghi r)...__________%
TNG
100 %
3.2 Thit k bng cu hi

3.2.1 Khi nim bng cu hi
Bng cu hi (questionnaire) l mt trong nhng cng c dng phng
vn, thu thp nhng thng tin cn thit cho cuc nghin cu.
Bng cu hi gm nhng cu hi c son sn thng qua mt tin trnh
nghim ngt. Trong gii hn chng, chng ta ch nghin cu v cch thc xy
D Th Chung
51
dng mt bng cu hi cho nghin cu nh lng. Bng cu hi ny c phn

bit vi dn bi tho lun nhm ca trong nghin cu nh tnh s c cp
chng tip theo.
Bng cu hi chi tit c dng cho nghin cu nh lng gm cc cu
hi c sp xp theo cu trc (structured questionnaire), ngi phng vn phi
tun th nguyn vn v th t cc cu hi. Bng cu hi va dng cho vn vin
t cu hi v ghi chp cu tr li, ng thi cho p vin c v t ghi tr li
(trong trng hp gi qua bu in hay pht cho ngi p t tr li). Ngc li,
dn bi hng dn tho lun (unstructured questionnaire)/discussion guideline)
c thit k dng cho tho lun nhm hoc tho lun tay i trong nghin cu
nh tnh.
3.2.2. Nhim v ca bn cu hi
Gip cho c vn vin (Ngi lm cng tc phng vn-Interviewer) ln p
vin (Ngi c phng vn - Interviewee) hiu r cu hi.
Lm cho p vin cm thy mun hp tc vi cuc nghin cu v tin tng
rng iu h pht biu s c lng nghe cn k v c gi kn.
Tm l ngi c phng vn thng e ngi, nhng iu h ni ra l mt
s tht c th c s dng iu tra tnh thu, hoc c iu g bt li cho h.
Do phi nu ra tnh li ch khch quan, hoc li ch v mt ci tin sn phm v
dch v ngy mt tt hn cho h.
Khuyn khch nhng cu tr li da trn s xem xt li ni tm
(introspection), c gng nh li hoc sn sng a ra nhng chng c ghi chp
tham kho.
Bng cu hi dn cuc phng vn i vo ng nhng trng tm v cc
thng tin cn bit c d kin xp loi, d thc hin v tin liu c nhng
vic x l thng tin hoc kim tra li sau ny.
3.2.3 Tin trnh thit k bng cu hi
D Th Chung
52
Thit k (design) hay xy dng hoc vit mt bn cu hi i hi ngi

vit phi c tinh thn khoa hc kt hp vi ngh thut vit, bi v mt cuc
phng vn ch c th thc hin tt nu bn cu hi c son tt.
Nh vy, thit k bng cu hi l mt cng vic mang tnh sng to nhng
khng ngu hng, c mun vit l vit m cn ti vic tun th theo th t 8 bc.
Mt bn cu hi tt phi lm cho ngi ta hng th tr li v to ra s cm
thng gia hai bn hi v p.
Tin trnh 8 bc sau y c nhng lin h h tng gia cc buc vi
nhau, mi bc lm tt hay km u c nh hng ti nhng bc khc:
Bc 1: Xc nh cc d liu cn thu thp
Bc 2: Xc nh qui trnh phng vn
Bc 3: nh gi ni dung cu hi
Bc 4: Quyt nh v dng cu hi v cu tr li
Bc 5: Xc nh cch dng t trong cu hi
Bc 6: Xc nh cu trc cu hi
Bc 7: Quyt nh v cht liu v hnh thc bn cu hi
Bc 8: Th nghim trc, sa sai v vit nhp.
Bc 1: Xc nh cc d liu c th cn thu thp (Determine the specific
data to be sought)
Bc u tin l phi xc nh c xem cuc nghin cu cn thu thp
nhng thng tin no, nhng g cn phi kho st, o lng. Trong nghin cu th
trng, ngi ta thng cn thng tin v nhu cu, th phn hin ti v th trng
tim nng. Ta phi lit k danh sch nhng g cn bit, cn o lng. Nu danh
sch ny di qu phi bit ct bt nhng g khng cn hoc khng c quan h r
rt vi vn cn quan tm. Nhiu khi ngi ta mong i nhng cu tr li su
D Th Chung
53
sc hay nhng bt ng ca khch hng, do lun lun c mt vi cu hi m

ngi p t do gp .
Trong bc ny, nh nghin cu cng phi tin liu cc bin s c o
lng s s dng th no, s c phn tch th no qua cc k thut tm gn hay
thng k.
C 3 bn vn phi c vit ra, c th l:
- Mc tiu nghin cu
- Lit k cc d liu cn thu thp
- Bn nhp k hoch phn tch d kin thu thp c.
Bc 2: Xc nh cch thc phng vn (Determine the interviewing process)
Cc loi phng vn c th khc nhau v hnh thc tip cn nh phng vn
trc tip, qua in thoi v qua th tn. Mi loi i hi c cc hnh thc bng cu
hi khc nhau. Ta cn xc nh 2 yu t then cht loi thng tin v ngi c
phng vn:
a) Loi thng tin cn thu thp: thuc v c nhn hay tp th, c lin h n
cc thng tin cn gi b mt hay khng, c qu i su vo i sng c nhn hay
khng, c cn bng chng hay ch da vo cm tnh v tr nh..
b) Ngi c phng vn:
C quan h thn thuc vi vn vin hay c thn nhn lm trong
ngnh nghin cu hay qung co hay khng (thng phi loi b v trnh s
ch quan hay r r thng tin )
C trnh hc vn cao hay thp
C am tng v khoa hc k thut hay khng
C kinh nghim v tiu dng hay khng
C thi gian ri rnh tr li phng vn hay khng.
D Th Chung
54
i vi phng vn trc tip c nhn:

Nn ch 2 loi:
a. Vn vin hi v ghi chp: p vin lun trong tm quan st v kim
sot. Vn vin c th chng dn cc sn phm, vt mu hay hnh
nh, bng ch cho ngi c phng vn xem.
b. Giao bn cu hi cho p vin t ghi cu tr li: cc cu hi rt d b
hiu lm dn ti vic li p sai hoc khng ng vo trng tm ta
mun hi..
i vi phng vn qua in thoi:
c. Lu s thng t ch truyn qua yu t nghe, khng thy c
d. Li ni phi d hiu, rnh mch v cng i hi ngi nghe phi
hiu nhanh, ng thi c thi chun b trc nghe v tr li.
e. Khng th s dng cc hnh nh hay bng biu hoc thang im
phc tp.
i vi phng vn qua th tn (th qua ng bu in v email)
f. Bng cu hi phi km theo th gii thiu n v phng vn, mc
ch phng vn, li ng vin v cm n ngi p
g. Bng cu hi phi c hng dn k nht v c tnh thuyt phc
cao.
Bc 3: nh gi ni dung cu hi (Evaluate the question content)
Ni dung cc cu hi thng xoay quanh vic thu thp thng tin v :
-
Cc s kin thc t
Kin thc ca i tng c hi
kin thi ca ngi
D Th Chung
55
Mt s d liu cn bn v c nhn i tng d dng phn loi,

thng tin lin lc v tm kim nhng bin s lin quan
Khi vit bn cu hi, ngi vit phi t a v ca mnh l ngi p

xem xt :
-
Ngi c hi c hiu c cu hi khng?
Ngi c nm c thng tin ta hi hay khng?
Ngi c mun ni ra thng tin hay khng? Liu c l do g

khin h ngn ngi ni ra hay s buc phi ni khng ng s tht.
Mun cho cu hi c th hiu c, nh nghin cu cn loi b nhng cu

hm h, ti ngha, xa l hoc c nhiu t k thut khng ph cp. Tuyt i trnh
nhng t hoc cu c hai hoc nhiu ngha. Khng s dng ch ngha theo a
phng hay dn tc ni nghin cu. Khi dch mt bng cu hi ting nc ngoi
sang ting Vit phi dch theo ngha cu ch khng phi l dch tng ch.
C 2 l do khin ngi c phng vn khng th tr li chnh xc: V h
thiu kin thc hoc v c nhng s kin qu lu khin h khng nh c dn
n nh sai hoc c th phng i s kin. Mun c cu tr li ng t p vin,
ngi hi phi chia cu hi thnh nhiu cu nh theo cc khong thi gian mt,
ng thi da vo s kin ng ghi nh no gip p vin nh li t t. Cn
lu trnh nhng cu hi khng cn thit v nhng vn lin quan n i t, b
mt ngh nghip, b quyt kinh doanh, thu nhp hay nhng d liu i hi ngi
p phi qu c gng, hay chim qu nhiu thi gian p c v tn sn phm,
ngy mua hng, gi mua, mu m, kch c hng... Ngi ta c th c tnh tr li
khng chnh xc v uy tn c nhn (gi th din) hoc do khng tin tng vo
ngi hi v cuc nghin cu.
Bc 4: Quyt nh v dng cu hi (Determine the question - response format)
C 2 loi cu hi: cu hi m v cu hi ng.
Cu hi m (Open - Ended Question)
D Th Chung
56
L cu hi khng d liu sn nhng cu tr li, thng v khng th hin

tin liu trc hoc mun cho ngi p tham gia ng gp kin. C 3 loi
cu hi m:
Cu hi m -Tr li t do (Free response)
C u im l c th thu thp c nhng thng tin bt ng, gip cho
ngi p bc l r hn quan im tht ca mnh v c th lm cho h hng th
hn khi c dp ni ra nhng g cht cha by lu, cng nh lm gim c s
min cng tr li hoc cm gic nhm chn khi b phng vn.
Tuy nhin khuyt im mc phi l:
-
C th to ra quan im qu cc oan (qu khen hay qu ch).
Khi pht biu t do d lc , vn vin kh ghi chp y , chnh xc v

m ha ng.
Vn vin c th c ghi theo mnh nn gy ra s thin lch, on hoc

loi b nhng iu vn vin khng coi l quan trng.
Khu x l thng tin kh mt thi gian v phi lp m s, lp bng, phn

tch sp xp nhng thng tin khng d liu trc.
i vi bng t vit, ngi ta thng c khuynh hng ngi vit hn ni

nn kt qu khng cao.
Cu hi m vi s tr li t do d dn ti cuc ni chuyn phim dng di,

kh mt th gi.
Cu hi m c tnh cch thm d (Probing question)

Vn vin s theo s tr li ca p vin hi tip. u im l gi thm
thng tin cho cu hi chnh, lm cho cu hi chnh hon chnh hn. Khuyt im
cng ging nh cu hi m tr li t do, nhiu trng hp nh nghin cu phi
phn tch su v tng chi tit nh ca cc cu tr li.
Ba l cu hi m p dng k thut phng chiu (Projective technique open
- ended question)
D Th Chung
57
Th d: cu tr li thm u thm ui
iu ti ght nht i vi bia Tiger l------------------------------Trong cc qung co ca Coca Cola, ti thch nht l--------------------------------- Phng chiu (to project) c ngha l trn mt ci nn cho sn s dng cc k
thut lin kt cc nim hay hon chnh chng cho mt ngha y .
b) Cu hi ng (Closed End Question)
L cu hi c a ra cu tr li sn c s dng cc thang im hay hnh thc sau:
-
C 2 cu tr li tri nghch (Dichotomous question). Th d: C / Khng,

ng / Sai.
C nhiu cu tr li (Multiple choice question).

Th d: Trong nh ca bn c bao nhiu sn phm ca Philips:
My git
Bn i
My sy tc
TV
Cassette
Co ru my.
Phn theo th t cp bc (Ranking)
S dng cc loi thang nh Likert, Stapel, thang hnh nh, thang c tng
khng i...
Sau y l mt s cu hi mu c th tham kho xy dng bn cu hi.
Lu nn s dng nhiu loi thang bn cu hi c phong ph hn.
Lu cu hi xoay quanh nhng ch What (mua g, thch g, cn g?), How (mua
th no), Where (mua u), Why (ti sao mua, ti sao khng mua), When (khi
no mua, bao lu mua mt ln).
V d: Mt s thng tin cn tm V mt s mu cu hi
D Th Chung
58
1- Xc nh i tng
nh bn c s dng du gi u khng?
C
Khng
2 - Xc nh nhn hiu ang dng
Bn ang s dng du gi u nhn hiu no?
Sunsilk
Palmolive
Dimension
Clear
3 - Xc nh mc trung thnh vi nhn hiu
i vi nhn hiu _____ bn ang dng th bn l ngi
Lun lun trung thnh
Trc y c dng, nay i sang
Khng bao gi dng
Mi dng ln u
4 - Xc nh ni mua hng
Bn thng mua du gi u ______ u?
Tim un tc
Siu th
Tim tp ha
Shop
Ch
Nh thuc ty
Khc, c th l_________
D Th Chung
59
5 - Xc nh mi quan tm
Khi mua du gi u, bn quan tm ti yu t no nht (nh s th t theo tm
quan trng t 1 l quan trng nht, 6 l t quan trng nht)
___ Cht lng ph hp da u
___ Mi thm
___ Thun tin v ni mua hng
___ Gi r
___ Nhn hiu danh ting
___ Hng ngoi
6 - Cc c im ca sn phm m khch hng a chung
Dung lng chai bao nhiu th thch hp nht? Hnh dng mu m thy th no?------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------7 - Cc tc dng ca qung co, khuyn mi
Do u m bn bit n sn phm ca chng ti? ------------------------------------Bn c xem qung co gn y ca chng ti trn TV khng? Bn thy th no? -------------------------------------------------------------------------------------------------------------------------------------------------------------------8 - Thm d nh mua hng
Nu c mt my tnh c nhn do Vit Nam sn xut gi 500 USD/ ci, bn c
nh mua ngay khng? ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
Bc 5: Xc nh cch dng t ca cu hi (Determine the wording of the

D Th Chung
60
question)
T ng c s dng hi cn thng dng d hiu. Cc hnh vn
n gin v m bo p vin c th hiu ng cu hi. Trnh dng
nhng ting lng (Th d nh b chy, ht sy) hoc trnh nhng
t k thut qu su i vi nhng i tng l i chng. (Th d:
bn c bit phn bit cp nht theo API khng?). Hoc nhng t
marketing hn lm (Th d: bn phn khc th trng ra sao?). Khng
nn dng cu qu di v trnh cu dch ngha qu xa l, qu ty hay
c th hiu lm.
T ng cng r rng v c th cng tt, khng qu chung chung. V
d cu hi bn ang s dng xe g? Cu hi y mun ni v loi xe
(2 bnh, 3 bnh, 4 bnh) hay nhn hiu xe, i xe, kiu dng xe. Ch
cc ch: loi (kind, type), thng (regularly, usually, frequently),
hoc nhu cu (needs, wants, demands) c cc mc ngha khc
nhau. Khi cn thit phi tra cu t in ting Vit bit r: (Th d
nh ch ng s hay ng x ?) v xc nh r:
o
Ngha ca t mun thng t
Ngha trong ng cnh v ngha th hai, th ba ca mt ch, ngha

theo cch pht m ca a phng.
Cn chn xem c t no n gin hn khng.
Trnh cu hi ip hoc ghp 2 khc nhau vo mt cu.

V d: Bn c ng rng kem Walls thm ngon khng?
Thm v ngon l 2 phm tr khc nhau, c th va thm, va ngon v thm
nhng khng ngon hoc ngon m khng thm. Cn phi tch lm 2 cu hi.
Trnh cu hi mm (leading question) lm ngi p b thin
lch. Th d Bn c thy kem Wall rt ngon khng?
Trnh s c lng hay phng on qu co gin.
D Th Chung
61
Th d:Bn c bit thi lng xem TV trong nm qua. Ngi p khng

ti no nh chnh xc c, phi c th 1 tun, 1 ngy c th no .
Mun gi nh ng, ngi hi phi chia cu hi thnh nhiu cu nh theo
cc khong thi gian mt, ng thi da vo s kin ng ghi nh no gip
p vin nh li t t.
Bc 6: Xc nh cu trc bng cu hi (Determine the questionaire structure)
L vic sp t trnh t cc cu hi th no cho hp l, to hng th cho ngi tr
li v c kh nng thu thp c thng tin tt nht. Thng thng, bng cu hi
c sp xp theo Nguyn tc cu trc kiu l cm hoa
1 CC CU HI M U
2 - Cc cu hi nh tnh
3 - Cc cu hi hm nng
4 - Cc cu hi c th
5 - Cc cu hi v nhn khu (chi tit c nhn)

Cc cu hi m u (Lead -in questions): cn c chn la cn thn
nhng cu tng i d tr li v gy cm tnh, thin cm. Ch trnh
nhng cu c th c hiu l qu t m v c nhn.
Cc cu hi nh tnh (qualifying questions) dng xc nh xem
ngi c hi c ng l i tng ta mun phng vn hay khng? V
h c kh nng cung cp thng tin hay khng?
Cc cu hm nng (warm-up questions) lm th no h nh li hoc
suy ngh trc tip v vn no .
Cc cu hi c th (specific questions) t trng tm vo cm xc, thi
hay moi c nhng thng tin cn bit.
Cc cu hi v nhn khu hc (Demographic questions): l nhng cu
hi chi tit c nhn p vin v tn tui, gii tnh, a ch, thu nhp, ngh
D Th Chung
62
nghip, s in thoi... dng phn khc i tng c phng vn v

kim tra li khi cn thit. Cui bn nn c ch ghi tn ngi phng vn,
ngy phng vn v ni phng vn.
Bc 7: Xc nh cht liu v hnh thc bng cu hi (Determine the physical
characteristics)
Nh nghin cu cn ch trng hnh thc bn ngoi ca bn cu hi:
-
Cht lng giy, cht lng in
Cch trnh by, tnh m thut, mu sc
Cha khong trng tr li
Ngn gn, c ng tp nu kh di
C nhng ch dn c th cho vn vin d phng vn, chun b thm

showcard nu cn thit
Khng th xem thng nhng iu k trn v chng quyt nh mt phn i vi

nhng phn ng thun li hay tiu cc ca ngi tr li.
Bc 8: Th nghim trc - Sa cha - Vit nhp. ( Pretest-Revise-Final Draft )
- Th nghim trc bng cch phng vn th hoc cho ngi khc lm th xem
h c hiu khng, c thc mc g khng?
- Cn xem li (revise), sa cha, thm bt cu ch.
Lu thng nn trnh bn cu hi qu di. Phng vn ngi tiu dng mt cch
i tr ch nn gi gn trong khong 10-15 cu.
- Vit nhp ln cui (final draft)
Ngoi ra cn phi son mt mu biu cho vic quan st (The observational
form.) tc l mt t giy mu biu c sn cho nhiu tnh hung vn vin nh
du vo theo vic ghi nhn s quan st mt cch chnh xc v y .
Ch trng ghi chp: quan st ai, ci g, bao gi, u, th no, c o lng bng
con s c khng. Th d cc yu t nh gii tnh, tui, i xe nhn hiu g, xe
mi hay xe c th khng cn phi hi m c theo quan st m nh du vo cc
D Th Chung
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thch hp trong mu quan st.
D Th Chung
64
CU HI THO LUN V N TP
1. Ti sao phi o lng v nhng g c o lng trong nghin cu
maketing?
2. Thang o lng l g? C bao nhiu loi thang o
3. Phn bit gia o lng thng thng v o lng tm l. o lng tm l
c g kh khn?
4. Phn bit cu hi ng v cu hi m? u khuyt im ca tng loi ? Cho
v d minh ha
5. Hy thit k mt bng cu hi dng cho nghin cu m t th trng nc
ngt
D Th Chung
65
CHNG 4
PHNG PHP CHN MU

TRONG NGHIN CU MARKETING
I.
Mc tiu chng 4
Mc tiu ca chng ny nhm gip sinh vin:

-
Hiu c cc khi nim c bn v chn mu v li ch ca vic

chn mu
II.
Hiu c cc phng php chn mu v cc trng hp p dng
Nm c quy trnh chn mu
Bit cch xc nh c mu ph hp
Ni dung chng
1. Cc khi nim c bn v chn mu

2. Li ch ca vic chn mu
3. Quy trnh chn mu
4.1 Cc khi nim c bn v chn mu
Ta ct mt ming cam ca mt qu cam n th, hoc mc mt mung
canh nm th sau khi nm nm, cho gia v v quy u ni canh, l nhng v
d c th ca vic chn mu rt quen thuc trong i sng hng ngy ca chng
ta. Khng phi bao gi cng phi kho st hay kim tra ht tt c cc i tng
mun kho st. Ch cn ly mt s lng nh, hoc mt t l no nghin
cu, sau s suy ra tnh cht ca tng th.
Nu bit trc c hay ta gi nh tt c cc phn t nh u ng nht,
ging y ht cc phn t khc trong cng mt tng th ln th ta khng cn kho st
nhiu m ch cn kho st mt phn t thi.
4.1.1. Tng th (population)
D Th Chung
66
Tng th l tp hp cc n v hay phn t thuc hin tng nghin cu m

nh nghin cu cn quan st, thu thp v phn tch nhm tha mn mc ch v
phm vi nghin cu ca mnh. Cc n v (hay phn t) to thnh tng th c
gi l n v tng th
V d chng ta mun nghin cu chi tiu trung bnh ca sinh vin trng i
hc Ti Chnh-Marketing chi cho vic hc tp th tng th s l ton b sinh vin
ca trng H Ti Chnh-Marketing.
Tng th m trong bao gm cc n v m ta c th trc tip quan st
hoc nhn bit c gi l tng th bc l (v d nh tng th sinh vin mt
trng i hc, tng th cc ngn hng ti Thnh ph H Ch Minh)
Khi xc nh tng th, nh nghin cu c th gp trng hp cc n v tng
th khng th trc tip quan st hoc nhn bit c gi l tng th tim n. Tng
th tim n thng gp trong cc nghin cu v cc hin tng, hnh vi nh tng
th nhng ngi ng h vic bt buc i nn bo him khi i xe my, tng th
nhng ngi a thch du lch mo him)
Tng th bao gm cc n v ging nhau mt hay mt s c im ch yu
c lin quan trc tip n mc ch nghin cu c gi l tng th ng cht.
Ngc li l tng th khng ng cht nu cc n v trong tng th khng ging
nhau v nhng c im ch yu lin quan n mc ch nghin cu. V d, nh
nghin cu mun nh gi hiu qu qung co ca cc doanh nghip trn a bn
Tp H Ch Minh, vy tng th cc doanh nghip dt may trn a bn l tng th
ng cht nhng tng th tt c cc doanh nghip trn a bn l tng th khng
ng cht. Cc kt lun rt ra t nghin cu thng k ch c ngha khi nghin
cu trn cc tng th ng cht
4.1.2. Mu (Sample)
L mt tp hp nh nhng phn t ly ra t mt tng th ln, ngi ta s
nghin cu nhng mu tm ta cc c trng ca mu. Cc c trng mu
c s dng suy rng ra cc c trng chung ca tng th do n lm i din.
D Th Chung
67
4.1.3. Khung chn mu (Sampling frame)

Khung chn mu l danh sch lit k d liu cn thit ca tt cc cc n v
hay phn t ca m ng thc hin vic chn mu. Xc nh khung chn mu
l kh khn ln nht ca nh nghin cu trong chn mu.
4.1.4. Ly mu hay chn mu (sampling)
Ly mu hay chn mu l mt cng vic phi tin hnh mt cch khoa hc,
lm th no mu c chn c nhng tnh cht in hnh ca tng th. Vic
ly mu sai s dn n vic ta c nhng nhn nh sai v tng th m ta nghin
cu, hu qu s ht sc nguy hi.
Vic ly mu gip nh nghin cu marketing rt ra nhng chn on thng
qua m t nhng c im chung ca tng th da vo s phn tch s lng cc
n v thnh phn c hn gi l mu ly ra t tng th .
Cc nh nghin cu tip th thng chn mt nhm ngi tiu dng, cc nh
phn phi, cc khch hng mc tiu, t ra cho h nhng cu hi, v xem cc cu
tr li ca h l i din tiu biu ca nhng ngi m h ch ti. Ta bit rng
v phng din tm l, th hiu, thi quen, i sng, cm xc v cc c im v
nhn khu hc nh gii tnh, tui tc, trnh vn ho, thi im hin ti trong
chu k i sng gia nh ca tng c nhn khng bao gi ging nhau nh c
m lun lun c khc bit; do ta phi bit cch ly mu nghin cu v nm
vng nhng nguyn tc thng k x l v phn tch cc thng tin thu thp
c.
4.2. Li ch ca vic chn mu:
Tit kim c thi gian v chi ph, nhn lc nu so snh vi vic kho st
hay iu tra ton b i tng. Trng hp iu tra m nh nghin cu khng b
st mt i tng hay phn t no trong tng th gi l mt cuc Tng iu Tra
(A census), th d cuc tng iu tra dn s 10 nm hay 30 nm/ ln. Cc cuc
tng iu tra thng mt nhiu thi gian v tn nhiu chi ph.
Tin hnh iu tra nhanh gn, bo m tnh kp thi ca s liu thng k.
D Th Chung
68
Vi iu tra ton b trong nhng trng hp quy m iu tra ln, ni dung

iu tra cn thu thp nhiu ch tiu, thc t ta khng kinh ph v nhn lc
tin hnh iu tra ton b, hn na nu iu tra ton b s mt qu nhiu thi gian,
khng m bo tnh kp thi ca s liu thng k nh iu tra thu nhp, chi tiu h
gia nh, iu tra vn u t ca cc n v ngoi quc doanh...; hoc khng tin
hnh c iu tra ton b v khng th xc nh c tng th r rng trong
trng hp tng th tim n nh iu tra mc nhim mi trng nc ca
mt s sng, h no (tng th chung phi l ton b lng nc c trong cc
sng, h c xc nh l b nhim), hay nghin cu hnh vi ngi tiu dng
l nhm ty chay hng Trung Quc chng hn.
Cho php thu thp c nhiu ch tiu thng k, c bit i vi cc ch
tiu c ni dung phc tp, khng c iu kin iu tra din rng. Nh kt
qu iu tra thu c s phn nh c nhiu mt, cho php nghin cu cc mi
quan h cn thit ca hin tng nghin cu.
Vic kim tra hay kho st i khi lm hy hoi hay thay i mu kho st,
do khng th th nghim ht ton b m ch th nghim mt s lng mu
nh m thi. Qu trnh iu tra gn lin vi vic ph hu sn phm nh iu tra
nh gi cht lng tht hp, c hp, nh gi cht lng n dc, y t ly mu
ca bnh nhn xt nghim, v.v... Cc trng hp trn y nu iu tra ton b
th sau khi iu tra ton b sn phm sn xut ra hoc lng mu c trong c th
ca bnh nhn s b ph hu hon ton.
Chn mu trong nghin cu lm gim sai s phi chn mu (sai s do cn,
ong, o, m, khai bo, ghi chp, v.v...). Trong thc t cng tc thng k sai s
phi chn mu lun lun tn ti v nh hng khng nh n cht lng s liu
thng k, nht l cc ch tiu c ni dung phc tp, vic tip cn thu thp s
liu kh khn, tn nhiu thi gian trong qu trnh phng vn, ghi chp v c bit
hn l i vi cc ch tiu iu tra khng c sn thng tin m i hi phi hi
tng nh li. i vi nhng loi thng tin nh trn, ch c tin hnh iu tra
D Th Chung
69
mu mi c iu kin tuyn chn iu tra vin tt hn; hng dn nghip v k

hn, thi gian dnh cho mt n v iu tra nhiu hn, to iu kin cho cc i
tng cung cp thng tin tr li chnh xc hn, tc l lm cho sai s phi chn mu
t hn.
Hnh 4.1 Sai s do chn mu v khng do chn mu
Tng
Kch
C
Mu
Sai s do
chn mu (SE)
Sai s khng
do chn mu (NE)
SE
SE
nN
Sai s khng
do chn mu (NE)
SE 0
Sai s khng
do chn mu (NE)
Sai s khng
do chn mu (NE) max
Joselyn,R.W.(1977),
the nghin
Marketingcu
Research
Project, New York: Mason/Charter
4.3Ngun:
Hn ch
ca vic chn Designing
mu trong
marketing
Do nh nghin cu ch tin hnh thu thp s liu trn mt s n v, sau

dng kt qu suy rng cho ton b tng th chung nn kt qu iu tra chn
mu lun tn ti ci gi l "Sai s chn mu" - Sai s do tnh i din. Sai s chn
mu ph thuc vo ng u ca ch tiu nghin cu, vo c mu v phng
php t chc chn mu. C th lm gim sai s chn mu bng cch tng c mu
phm vi cho php v la chn phng php t chc chn mu thch hp nht.
Kt qu cuc nghin cu khng th tin hnh phn nh theo mi phm vi v
tiu thc nghin cu nh iu tra ton b, m ch thc hin c mc nht
nh tu thuc vo c mu, phng php t chc chn mu v ng u gia
cc n v theo cc ch tiu c iu tra.
D Th Chung
70
4.4. Cc phng php chn mu

C 2 cch ly mu, l : Chn mu theo xc sut (Probability sampling)
v Chn mu phi xc sut (Nonprobability sampling)
Chn mu theo xc sut l phng php chn mu m kh nng c chn
vo tng th mu ca tt c cc n v ca tng th u nh nhau. y l phng
php tt nht ta c th chn ra mt mu c kh nng i biu cho tng th. V
c th tnh c sai s do chn mu, nh ta c th p dng c cc phng
php c lng thng k, kim nh gi thuyt thng k trong x l d liu suy
rng kt qu trn mu cho tng th chung
Tuy nhin ta kh p dng phng php ny khi khng xc nh c danh
sch c th ca tng th chung (v d nghin cu trn tng th tim n); tn km
nhiu thi gian, chi ph, nhn lc cho vic thu thp d liu khi i tng phn tn
trn nhiu a bn cch xa nhau,
Chn mu phi xc sut l phng php chn mu m cc n v trong tng
th chung khng c kh nng ngang nhau c chn vo mu nghin cu.
Chng hn : Ta tin hnh phng vn cc b ni tr ti mua hng ti siu th ti mt
thi im no ; nh vy s c rt nhiu b ni tr do khng ti mua hng ti
thi im nn s khng c kh nng c chn
Vic chn mu phi xc sut (khng theo xc sut) hon ton ph thuc vo
kinh nghim v s hiu bit v tng th hay tnh thun tin ca ngi nghin cu
nn kt qu iu tra thng mang tnh ch quan ca ngi nghin cu. Mt khc,
ta khng th tnh c sai s do chn mu, do khng th p dng phng php
c lng thng k suy rng kt qu trn mu cho tng th chung.
4.4.1. Cc phng php chn mu theo xc sut:
4.4.1.1 Phng php chn mu ngu nhin n gin (Simple Random
Sampling)
Trc tin lp danh sch cc n v ca tng th chung theo mt trt t no
: lp theo vn ca tn, hoc theo quy m, hoc theo a ch, sau nh s
D Th Chung
71
th t cc n v trong danh sch; ri rt thm, quay s, dng bng s ngu nhin,

hoc dng my tnh chn ra tng n v trong tng th chung vo mu.
Thng vn dng khi cc n v ca tng th chung khng phn b qu rng
v mt a l, cc n v kh ng u nhau v c im ang nghin cu.
Thng p dng trong kim tra cht lng sn phm trong cc dy chuyn sn
xut hng lot.
4.4.1.2 Phng php chn mu c h thng (Systematic Sampling)
Nh nghin cu chn mu theo mt khong cch no c nh sn,
cch nhau mt hng s k. Trc tin lp danh sch cc n v ca tng th chung
theo mt trt t quy c no , sau nh s th t cc n v trong danh sch.
u tin chn ngu nhin 1 n v trong danh sch; sau c cch u k n v
li chn ra 1 n v vo mu,c nh th cho n khi chn s n v ca mu.
V d 1: Nh nghin cu cn chn 2000 h gia nh nghin cu v chi tiu
ca h. Da vo danh sch ti 1 thnh ph, ta c danh sch theo th t vn ca tn
ch h, bao gm 240.000 h. Ta mun chn ra mt mu c 2000 h. Vy khong
cch chn l : k= 240000/2000 = 120, c ngha l c cch 120 h th ta chn mt
h vo mu.
V d 2: Mun kim tra vn p 10 sinh vin trong mt lp c 100 sinh vin,
thy gio c chm ngu nhin bt u t tn mt ngi no trong bng danh
sch, sau c m theo s th t thm 10 s na l tn ngi k tip; nu ngi
vng mt ta chn ngay ngi k tip v c th m tip tc, ht danh sch th
quay vng v t u.
4.4.1.3. Phng php chn mu ngu nhin c phn t (hoc phn tng,
phn cp- Stratified Sampling)
Trc tin phn chia tng th thnh cc t theo 1 tiu thc hay nhiu tiu
thc c lin quan n mc ch nghin cu (nh phn t cc DN theo vng, theo
khu vc, theo loi hnh, theo quy m,). Sau trong tng t, dng cch chn
mu ngu nhin n gin hay chn mu h thng chn ra cc n v ca mu.
D Th Chung
72
i vi chn mu phn tng, s n v chn ra mi t c th tun theo t l s

n v t chim trong tng th, hoc c th khng tun theo t l. V d : Mt
to son bo mun tin hnh nghin cu trn mt mu 1000 doanh nghip trn c
nc v s quan tm ca h i vi t bo nhm tip th vic a thng tin qung
co trn bo. To son c th cn c vo cc tiu thc : vng a l (min Bc,
min Trung, min Nam) ; hnh thc s hu (quc doanh, ngoi quc doanh, cng
ty 100% vn nc ngoi,) quyt nh c cu ca mu nghin cu.
y l phng php t tn km, c tnh hiu qu v u vit hn cc phng
php khc v ta phn b cc nhm theo tng lp theo vng, cc c trng v
nhn khu hc cc phn t c chn c th rt ra t nhng c cu th no
khi tp hp li chng s mang tnh i din ca y cc thnh phn ta mun c
. V d 1: Khi chn ng c vin i biu quc hi, ngi ta c gng c cu th no
khi quc hi c bu ra vi y cc thnh phn ngh nghip, ngnh ngh,
gc gc dn tc, tn gio, tui tc.
V d 2: Chn mu ngu nhin c phn t theo sn lng hng ha cung ng
trn th trng Bc, Trung, Nam ca cc hnh thc bn l du nht ti cy xng,
im ra xe v im sa xe, bn ph tng khc nhau trong mt cuc nghin cu
mng li phn phi du nht. S lng mu c chn theo mt t l tng i
so vi t l trn thc t
Min
Bc
Trung
Nam
Tng
cng
Hnh thc ca hng

1.Cy xng
150
100
200
450
2.Ra xe
100
70
180
350
3.Ca hng bn ph tng v
100
80
170
350
350
250
550
1.150
Sa xe
TNG CNG
D Th Chung
73
4.4.1.4. Phng php chn mu ngu nhin tch t (hoc tp trung) (Cluster
Sampling)
Cc mu chn tp trung l cch chn tp trung vo i tng mun chn
trong mt nhm ngi no v loi b ngay nhng thnh phn khng nm trong
mc tiu nghin cu.
Trc tin lp danh sch tng th chung theo tng khi (nh lng, x,
phng, lng sn phm sn xut trong 1 khong thi gian). Sau , ta chn
ngu nhin mt s khi v iu tra tt c cc n v trong khi chn. Thng
dng phng php ny khi khng c sn danh sch y ca cc n v trong
tng th cn nghin cu. V d : Tng th chung l sinh vin ca mt trng i
hc. Khi ta s lp danh sch cc lp ch khng lp danh sch sinh vin, sau
chn ra cc lp iu tra.
V d 1: Nghin cu v in thoi di ng ta nn tp trung vo nhng ngi
c thu nhp cao v l cn b hay nh kinh doanh bun bn, ch khng gp ai cng
hi hay i vo chn mu trong khu lao ng.
V d 2: Nghin cu v th hiu tiu dng gch men xy dng cao cp, ta nn
tp trung vo cc h mi xy nh hay ang xy nh khu bit th, hay cc ch
cng trnh xy dng cao c.
Phng php ly mu ngu nhin tch t theo chm (cluster) ny c v nh
ng dn i tm lung c trn bin, lc u phi truy lng, theo di sau l lm
th v sa sai lin tc (Trial & Error Method )
Chn mu nhiu giai on (multi-stage sampling):
Phng php ny thng p dng i vi tng th chung c quy m qu ln
v a bn nghin cu qu rng. Vic chn mu phi tri qua nhiu giai on
(nhiu cp). Trc tin phn chia tng th chung thnh cc n v cp I, ri chn
cc n v mu cp I. Tip n phn chia mi n v mu cp I thnh cc n v
cp II, ri chn cc n v mu cp IITrong mi cp c th p dng cc cch
chn mu ngu nhin n gin, chn mu h thng, chn mu phn tng, chn
D Th Chung
74
mu c khi chn ra cc n v mu. V d :Mun chn ngu nhin 50 h t

mt thnh ph c 10 khu ph, mi khu ph c 50 h. Cch tin hnh nh sau :
Trc tin nh s th t cc khu ph t 1 n 10, chn ngu nhin trong 5
khu ph. nh s th t cc h trong tng khu ph c chn. Chn ngu nhin
ra 10 h trong mi khu ph ta s c mu cn thit.
4.4.2. Phng php chn mu phi xc sut
4.4.2.1 Phng php chn mu theo thun tin (Convenience Sampling
Methods)
L phng php chn mu da trn s thun li hay da trn tnh d tip
cn ca i tng, nhng ni m nhn vin iu tra c nhiu kh nng gp c
i tng. Chng hn nhn vin iu tra c th chn bt c ngi no m h gp
trung tm thng mi, ng ph, ca hng,.. xin thc hin cuc phng vn.
Nu ngi c phng vn khng ng th h chuyn sang i tng khc
y l cch chn mu ch tnh n vic thun tin trong nghin cu m
khng tnh n tnh i din ca mu chn. Phng php ny khng thit k mu
nh sn m giao ph cho vn vin chn mu ty . Phng php chn mu theo
thun tin thch hp trong nghin cu s b, nghin cu khm ph xc nh
ngha thc tin ca vn nghin cu; hoc kim tra trc bng cu hi nhm
hon chnh bng; hoc khi mun c lng s b v vn ang quan tm m
khng mun mt nhiu thi gian v chi ph.
4.4.2.2 Phng php chn mu theo phn on (Judgment Sampling
Methods)
y l cch ly mu ty theo ch quan phn on ca nh nghin cu. Nh
vy tnh i din ca mu ph thuc nhiu vo kinh nghim v s hiu bit ca
ngi t chc vic iu tra v c ngi i thu thp d liu. Phng php ny ch
p dng khi cc c tnh ca phn t c chn kh r rng. Chng hn, nhn
vin phng vn c yu cu n cc trung tm thng mi chn cc ph n n
mc sang trng phng vn. Nh vy khng c tiu chun c th th no l
D Th Chung
75
sang trng m hon ton da vo phn on chn ra ngi cn phng vn.

4.4.2.3. Phng php chn mu theo nh mc (Quota Sampling Methods)
y l cch giao ch tiu phi phng vn bao nhiu ngi trong thi gian qui
nh. Ngi i phng vn (vn vin) c giao ch tiu (hn ngch) thc hin
phng vn bao nhiu ngi theo phn t ch nh, v c th thc hin s. Tnh
i din ca mu c th c m bo khi ta phn theo 1 t l nht nh so vi
thc t.
i vi phng php chn mu ny, trc tin ta tin hnh phn t tng th
theo mt tiu thc no m ta ang quan tm, cng ging nh chn mu ngu
nhin phn tng, tuy nhin sau ta li dng phng php chn mu thun tin
hay chn mu phn on chn cc n v trong tng t tin hnh iu tra.
S phn b s n v cn iu tra cho tng t c chia hon ton theo kinh
nghim ch quan ca ngi nghin cu. Chng hn nh nghin cu yu cu cc
vn vin i phng vn 800 ngi c tui trn 18 ti 1 thnh ph. Nu p dng
phng php chn mu nh ngch, ta c th phn t theo gii tnh v tui nh
sau:chn 400 ngi (200 nam v 200 n) c tui t 18 n 40, chn 400 ngi
(200 nam v 200 n) c tui t 40 tr ln. Sau nhn vin iu tra c th chn
nhng ngi gn nh hay thun li cho vic iu tra ca h d nhanh chng
hon thnh cng vic.
4.4.2.4. Phng php chn mu tch ly nhanh (Snowball Sampling)
Bt u t mt phn t c chn lc no . Sau nh ngi ny gii
thiu hoc nh danh nhng ngi khc cng c tnh nh h ta phng vn tip.
Th d khi nghin cu v th hiu ca ngi i xe phn khi ln, lc u ta
tm phng vn 1 ngi chi xe no , sau nh h gii thiu phng vn thm
nhng ngi cng chung i mt ca ngi .
y l cch chn mu theo xc sut giai on u ca cuc iu tra nghin
cu, nhng giai on sau th iu tra b sung bng cch ly mu da vo cc
mu chn ban u. Phng php chn mu tch ly nhanh cn gi l phng php
D Th Chung
76
chn mu dn xut hoc pht trin mm, ch c p dng trong nhng cuc iu
tra chuyn bit khi cc phn t ca mu chn rt kh xc nh v tip cn.
4.5. Qui trnh chn mu
Chn mu l qu trnh chn la mt b phn tng i nh t mt tng th
(population) mang tnh cch i din cho tng th nghin cu bao gm 5 bc :
-
Bc 1 : Xc nh tng th nghin cu
Bc 2 : Xc nh khung chn mu
Bc 3 : La chn phng php ly mu : xc sut hoc phi xc sut
Bc 4 : Quyt nh v qui m ca mu
Bc 5 : Vit hng dn cho vic xc nh v la chn cc phn t trong

thc t ca mu.
4.5.1. Xc nh tng th nghin cu
Tng th l ton th i tng nghin cu, cn gi l tng th mc tiu.
Th d: Nghin cu khch hng mc tiu v th hiu, v nhu cu tiu dng
ca hTng th ca nh thng k c th l v hn, kh xc nh v rt tru

tng, nhng tng th ca nh tip th l hu hn, mang tnh cht c th v bnh
thng (s h gia nh, s ca hng ca mt khu vc, s sinh vin i hc ca mt
vng....).
4.5.2. Xc nh khung chn mu
Khung chn mu l danh sch lit k d liu cn thit ca tt cc cc n v
hay phn t ca m ng thc hin vic chn mu. Xc nh khung chn mu
l kh khn ln nht ca nh nghin cu trong chn mu. l vic xc nh danh
sch nhng phn t c th mang nhng c tnh ca nhm ngi hoc s kin m
ta mun nghin cu, t ta s ly mu nghin cu. Nh nghin cu cn phi qui
nh mt b khung (frame) hu hn ca tng th mun nghin cu, tc l ni r ra
phm vi la chn cc i tng mc tiu.
Th d mun chn mt mu gm 100 b ni tr c ng trong phng Bn
D Th Chung
77
Thnh, ta phi xin UBND phng cung cp cho danh sch cc h trong a bn
phng, danh sch chnh l khung tng th.
Trong thc t c c khung chn mu khng phi l vn d dng, c
khi nh nghin cu khng th c c mt danh sch lm sn dnh cho nhng
i tng mun kho st. Khi d liu th cp v i tng nghin cu cn hn
ch, xc nh khung chn mu th nh nghin cu cn tin hnh thu thp d
liu cho khung chn mu bng vic phng vn, gn lc i tng. Cng vic ny
tn km rt nhiu thi gian v chi ph. Th d nh khi mun nghin cu nhng
ngi thun tay tri, hay nhng ngi tn tt hay bnh hon c nhu cu cn mua
xe ln tay, khung i tng ny khng c sn do ngi ta phi xc nh khun
kh chung, sau sng lc dn cn c vo gii tnh, tui tc, cm vt dng g
(a, vt, bng bn, bn i, dng xe ln v bm sinh hay tai nn....) ri dn dn lc
ra c chnh xc cc i tng cn nghin cu.
4.5.3. La chn phng php ly mu xc sut hay phi xc sut
- Mu xc sut gip o lng chnh xc sai s chn mu bng ton thng
k..
- Mu phi xc sut kh o lng chnh xc sai s ny.
4.5.4. Xc nh qui m mu
Xc nh qui m mu (c mu) chnh l xc nh s lng n v iu tra
trong tng th mu tin hnh thu thp s liu. Yu cu ca c mu l va
va m bo tin cy cn thit ca s liu iu tra va m bo ph hp vi
iu kin v nhn lc v kinh ph v c th thc hin c, tc l c tnh kh thi.
Vic xc nh qui m mu theo l thuyt l v cng phc tp. Trn thc t
nh nghin cu p dng nhiu cch xc nh mang tnh kh thi hn nh xc nh
c mu theo kinh nghim iu tra thc t. Trong thc t nhiu khi cc chuyn gia
thng k thng cn c vo c mu ca cc cuc iu tra c iu kin v quy m
tng t thc hin thnh cng trc trong nc hoc trn th gii xc
nh c mu cho cuc iu tra sau. C nhiu cch xc nh c mu nhng ph
D Th Chung
78
bin nht vn da vo t l mu chung c iu tra v b sung thm mt t l

mu d phng no . Cch lm ny n gin, nhanh chng v d thc hin, tc l
c tnh kh thi cao. Tuy nhin lm nh vy ch yu vn l theo ch ngha kinh
nghim v gn nh cha tnh n mc bin ng ca cc ch tiu nghin cu.
Cng c cch khc l xc nh c mu cng da theo c mu ca cuc iu tra
no (c iu kin, quy m tng t v c tin hnh thnh cng), nhng
c iu chnh (tng ln hoc gim i) trn c s phn tch t l sai s chn mu
ca mt s ch tiu ch yu.
Ngoi ra, do s gii hn v ngn sch nghin cu. Cc nh nghin cu c th
xc nh c mu ch yu da vo kh nng v kinh ph. Cng thc xc nh c
mu (n) trong trng hp ny nh sau:
n
C C0
Z
Trong :
C - Tng kinh ph c cp;
C0 - Kinh ph chi cho cc khu chun b, tp hun nghip v thu thp, x l
v cc chi ph chung khc;
Z - Chi ph cn thit cho tt c cc khu iu tra tnh cho mt n v iu tra.
Cc xc nh quy m mu khi c lng gi tr tham s trn tng th
chung:
Trng hp gi tr tham s ca tng th l mt s tuyt i:
Thng thng, khi ly mu chng ta cn phi xc nh c mu n l bao nhiu
chng ta c th tnh trung bnh vi mt chnh xc nh trc, chnh xc
c o bng rng ca khong c lng, chnh l lng c cng vo v
tr ra khi trung bnh mu khi tnh gii hn di v trn ca c lng, k hiu l
e. Chng ta cng phi xc nh trc bi ton c lng ny c tin cy n u
v vi thng tin v lch chun ca tng th bit. Chng hn t gi tr trung
bnh ca mu, ta mun c lng gi tr trung bnh ca tng th vi tin cy
D Th Chung
79
(1 )% , vi sai s cho php gia trung bnh mu v trung bnh tng th l
Ta c khong c lng trung bnh tng th l:
z / 2 x
z
x x / 2 x
n
n
Trong : x l trung bnh mu, x l trung bnh tng th, x l lch chun
ca tng th, n l kch thc mu.
T khong c lng trn, ta tnh c :
z / 2 x
n
Vy kch thc n l :
2
z
n / 2 x hay

z2 / 2 2
n
2
Ch :
Thng thng ta khng bit c phng sai tng th 2 , do ta

dng 1 trong 3 cch sau:
Da vo kt qu nghin cu tng t trc y

iu tra th mt mu c c mu 30 n v tnh phng sai mu s 2
theo cng thc:
z 2 / 2 s 2
n
2
Da vo kinh nghim v s hiu bit v tng th nghin cu suy

on.
Nu bit c quy m ca tng th chung N th c 2 trng hp :
Nu t l n/N < 5% th ta s dng cng thc c mu nh trn.
D Th Chung
80
Nu t l n/N > 5% th ta c th dng cng thc sau tnh c mu

nhm tit kim chi ph iu tra: n
N .z2 / 2 s 2
N 2 s 2 z2 / 2
Trng hp gi tr tham s ca tng th l mt s tng i:

Chng hn t gi tr t l ca mu, ta mun c lng gi tr t l ca tng
th vi tin cy (1 )% , vi sai s cho php gia t l mu v t l tng th l
, ta c cng thc c lng c mu nh sau :
n
p.q. z2 / 2
2
/2
hay n p.q 2

Ch :
Thng thng ta khng bit c t l p, q ca tng th chung; do
ta c th dng 1 trong 3 cch sau:
Da vo kt qu nghin cu tng t trc y
iu tra th mt mu c c mu 30 n v tnh p v Dng p

tnh ra mt mu khc c kch c n chnh xc hn ri theo m
nghin cu thm cho s.
Do tnh cht: p+q=1, do tch p.q s ln nht khi p=q=0,5 => p.q
=0,25 => thay vo cng thc trn xc nh c mu n. Tuy nhin
khi t gi nh ny th quy m mu n s ln nht do tn km chi
ph iu tra.
Nu ta bit c quy m ca tng th chung N th c 2 trng hp :
Nu t l n/N < 5% th ta s dng cng thc c mu nh trn.
Nu t l n/N > 5% th ta c th dng cng thc hiu chnh sau

tnh c mu nhm tit kim chi ph iu tra: n
D Th Chung
Npq. z2 / 2
N 2 p.q. z2 / 2
81
1. V sao phi chn mu trong nghin cu marketing thay v iu tra

ton b th trng. Cho v d minh ha
2. So snh u nhc im v phm vi s dng ca hai phng php
chn mu theo xc sut v khng theo xc sut. Cho v d
3. So snh u nhc im ca cc phng php chn mu theo xc
sut. Cho v d minh ha
4. Trng hp no nh nghin cu s dng cc phng php chn mu
phi xc sut? Cho v d minh ha.
5. Gi s mt nh nghin cu tin hnh d n nghin cu v s hi
lng ca sinh vin trng i hc Ti chnh-Marketing. Theo bn,
nh nghin cu c th s dng phng php chn mu no? Gii
thch cu tr li ca bn.
6. Vi ti nghin cu nhm bn chn chng 1, hy hoch nh
phng n chn mu cho d n nghin cu .
D Th Chung
82
CHNG 5
CC PHNG PHP NGHIN CU NH TNH
I. Mc tiu chng 5
Sau khi hc xong chng ny, ngi hc s:
o Hiu c khi nim, ngun gc v vai tr ca nghin cu nh tnh
o C th thit k c cng c thu thp d liu nh tnh
o Bit cc k thut thu thp d liu nh tnh
o Bit cch phn tch d liu nh tnh v vit bo co
II. Ni dung chng
1. Khi nim nghin cu nh tnh
2. Ngun gc nghin cu nh tnh
3. Vai tr ca nghin cu nh tnh
4. Cng c thu thp d liu nh tnh
5. Cc k thut thu thp d liu nh tnh
6. Phn tch d liu nh tnh
5.1 Khi nim
Ngy nay, cc chuyn gia marketing p dng nhiu phng php thu
thp c d liu t th trng, khch hng. Tn dng s pht trin ca cng ngh
thng tin, nh nghin cu c nhiu thun li hn trong vic tp hp v x l d
liu. Thm ch, c cng ty qun l khch hng bng cc thit b radio v lp t
video camera ti nh cho khch hng. Chin lc ny c v hu dng nhm hiu
c khch hng s dng sn phm nh th no, nhng nhng g h thu c ch
l 1 ng bng video. Hay cc siu th c h thng my tnh qun l nhp d liu
D Th Chung
83
mua hng ca mi khch hng bit c sn phm no c bn ra nhiu nht.

Tuy nhin, vn nm ch khi no v v sao khch hng quyt nh mua sn
phm th nh nghin cu vn cha tm ra c.
George Day, gio s trng kinh doanh Wharlton (thuc i hc
Pensilvania) nhn nh rng "Chng ta ch n gin nhp n hng ca tng
khch hng vo trong 1 con chp, nhng hiu c nhng g trong u khch
hng thc y h mua hng th chng ta vn cha tho mn vi 1 cu tr li
no."
Vy, vn thc s ca cc cng ty chnh l vic lm th no bit c
suy ngh bn trong ca khch hng (customers insight). V sao h thch v mua
mt nhn hiu ny m khng phi nhn hiu khc. H ngh th no v chng
trnh qung co, vic thay i bao b sn phm Tt c nhng iu ch c
tm hiu thng qua nghin cu nh tnh
Nghin cu nh tnh l mt dng nghin cu khm ph trong d liu
c thu thp dng nh tnh
Nghin cu nh tnh l mt phng php nhm mc ch tm hiu, m
t v phn tch c im v hnh vi ca c nhn hay ca nhm ngi t quan
im ca nh nghin cu.
5.2 Ngun gc ca cc phng php nghin cu nh tnh
Cc phng php nghin cu nh tnh c pht trin v s dng u tin
trong cc nghin cu nhn chng hc, mt b mn khoa hc x hi. Cc nh nhn
chng hc i n cc cng ng m h mun nghin cu v sng mt thi
gian di quan st ngi dn v tm hiu nhng nguyn nhn chi phi hnh vi
ng x ca h. c c nhng thng tin su, cc nh nhn chng hc thng
s dng cc k thut nh phng vn phi cu trc, thu thp lch s i sng, tho
lun nhm v nghin cu trng hp. Thot tin, nhng k thut ny c pht
minh nhm thu thp nhng thng tin m t, phi nh lng. Ngy nay, cc k
D Th Chung
84
thut c s dng rng ri trong nhiu lnh vc khc nhau, trong c lnh
vc nghin cu marketing.
5.3 Vai tr ca nghin cu nh tnh
Nghin cu nh tnh ng vai tr quan trng trong nghin cu th trng.
Nghin cu nh tnh gip nh nghin cu xc nh cc vn cng nh cc c
hi marketing Ch nghin cu c th mi v cha c xc nh r, nh nghin
cu cn c s linh hot trong hng nghin cu pht hin nhng vn mi v
khm ph su mt ch no . V d nh nghin cu mun bit v hnh vi tiu
dng ca mt th trng no nh phn ng ca h vi mt chng trnh
marketing, th nghim mt qung co hay thay i bao b sn phm c
nhng iu chnh ph hp vi th trng mc tiu.
Kt qu ca cuc nghin cu nh tnh cn gip cho nh nghin cu pht
hin ra nhiu c hi marketing t cc tng ca p vin. Ti P&G, thng tin v
khch hng c xy dng thnh nhng "ngn hng d liu v tng sn phm"
nhm to iu kin cho cng ty pht trin cc sn phm mi. Nhng thng tin ny
bao gm c thng tin v phn ng ca khch hng i vi tng c im c th
ca sn phm. Cc thng tin c th c tng hp thnh mt nhm v so snh
nhm pht trin cc tng v sn phm mi. Khi , cng ty tip tc p dng
cc phng php nh tnh thng qua vic hnh thnh 1 nhm pht trin sn phm
tranh lun nhm tm ra cch thc chuyn cc tng ny thnh sn phm c
th. T kt qu nghin cu mt nhm khch hng, P&G cho ra mt dng sn
phm Pringle vo nm 2004 vi hnh nh v t ng c in trn mi ming khoai
ty gin (cu hi tu t, nh ng vt v c nhng cu chuyn vui). Ngy nay, hn
35% sn phm mi ca hng bt ngun t cc tng ngoi P&G (so vi 15%
nm 2000) v d kin s chim 45% trong nm tip theo. (Larry Huston - Ph
ch tch nghin cu v pht trin v Nabil Sakkab - Ph ch tch cao cp Tp
on Procter&Gamble}
D Th Chung
85
Phng php nghin cu nh tnh c s dng trong cc d n nghin

cu th trng nhm kch thch khch hng phn nh kin trung thc nht ca
h. n gin l c nhiu trng hp, khch hng khng mun tho lun v mt s
vn c th. C th h khng mun ni v im yu ca mnh vi ngi khc
hoc h thm ch khng bit l do ti sao h li thc hin mt s cng vic no .
tm ra s tht, cc chuyn gia marketing phi d on xem khch hng thc s
ngh g. V d, khch hng c th c mi xem mt on phim hot hnh v mt
nhm ngi trong mt tnh hung c th, sau , h c ngh in cc mu
hi thoi gia nhng nhn vt hot hnh . Hoc h c th c hi nhng cu
hi i loi nh h ngh th no v mt tnh hung xy ra hoc m t mt tnh
hung.
Trong trng hp nh nghin cu cha nm c nhng khi nim v cc
bin s, phng php nh tnh nn c s dng trc khi tin hnh nghin cu
nh lng nhm thit lp cc m hnh phn ng ca ngi tiu dng hoc cc
thut ng s s dng trong nghin cu nh lng. V d, khm ph cc thuc tnh
quan trng ca sn phm hay thi v suy ngh ca khch hng i vi mt sn
phm, mt thng hiu thit k bng cu hi cho nghin cu nh lng.
Kt qu t nghin cu nh tnh gp phn vo vic hon thin cho vic bo
co kt qu nh lng bng cch gii thch nhng kt qu thu c t nghin cu
nh lng.
5.4 Chn mu trong nghin cu nh tnh
Trong nghin cu nh tnh, mu c chn l mt nhm nh, v th mu
c chn theo phng php phi xc sut. Cc phn t ca mu c chn sao
cho chng tha mn mt s c im ca th trng nghin cu hay c im th
trng mc tiu ca doanh nghip nh gii tnh, tui, thu nhp, ngnh ngh
kinh doanh..vv
D Th Chung
86
V kch thc mu nh, cho nn vic tuyn chn i tng nghin cu,
nht l cho tho lun nhm c vai tr quan trng, nh hng ln n thnh cng
ca cuc nghin cu. Mt s tiu chun c xem xt khi chn mu nh sau:
i tng nghin cu phi thuc vo th trng nghin cu
i tng nghin cu v ngi thn ca h khng lm trong cc lnh vc
khng hp l (banned industries) nh c lin quan n tip th, qung co,
phn phi, bo ch, truyn hnh v trong ngnh ang nghin cu.
i tng khng phi l nhng ngi thng xuyn tham gia cc chng
trnh nghin cu. Thng thng h phi khng tham gia bt k cuc nghin
cu no, thng l trong vng 6 thng n mt nm tr li
5.5 Cng c thu thp d liu nh tnh
thu thp d liu nh tnh, nh nghin cu s dng dn bi tho lun
(discussion guideline) ch khng dng bng cu hi chi tit (questionnaire). Dn
bi tho lun bao gm hai phn chnh. Phn th nht gii thiu mc ch v tnh
cht ca cuc nghin cu. y cng l phn t gii thiu v lm quen vi nhau
gia nhng ngi tham gia tho lun, to bu khng kh thn mt ban u(warm up section). Phn th hai gm cc cu hi nh hng cho qu trnh tho lun.
5.6 Cc k thut thu thp d liu trong nghin cu nh tnh
5.6.1. Phng php quan st (observation):
Quan st l phng php ghi li c kim sot cc s kin hoc cc hnh vi
ng x ca con ngi. Phng php ny thng c dng kt hp vi cc
phng php khc kim tra cho chnh xc ca d liu thu thp.
5.6.1.1 Cc phng php t chc quan st bao gm:
Quan st trc tip v quan st gin tip:
Quan st trc tip l tin hnh quan st khi s kin ang din ra. V d: Quan
st thi ca khch hng khi thng thc cc mn n ca mt nh hng
D Th Chung
87
Quan st gin tip l tin hnh quan st kt qu hay tc ng ca hnh vi, du

hiu phn nh hnh vi ch khng trc tip quan st hnh vi. V d: Nghin cu h
s v doanh s bn trong tng ngy ca mt siu th c th thy c xu hng
tiu dng ca khch hng trong tng thi k. Nghin cu v h s ghi li hng tn
kho c th thy c xu hng chuyn dch ca th trng.
Quan st ngu trang v quan st cng khai:
Quan st ngu trang c ngha l i tng c nghin cu khng h bit h
ang b quan st. V d: B mt quan st mc phc v v thi i x ca
nhn vin.
Quan st cng khai c ngha l i tng c nghin cu bit h ang b
quan st. V d: n v nghin cu s dng thit b in t gn vo ti vi (people
meter) ghi nhn xem khch hng xem nhng i no, chng trnh no, thi
gian no hay to hin trng gi nh cc ca hiu gi (mock stores) quan st
hnh vi mua ca khch hng vo mua sm.
Ngi quan st hay quan st bng thit b:
Quan st do con ngi ngha l dng gic quan con ngi quan st i
tng nghin cu. V d: Kim k hng ha; quan st s ngi ra vo cc trung
tm thng mi
Quan st bng thit b ngha l dng thit b quan st i tng nghin
cu. Chng hn dng my m s ngi ra vo cc ca hng, dng my c qut
ghi li hnh vi ngi tiu dng khi mua sn phm ti cc ca hng bn l; hay
dng my o c m s ghi li cc hnh vi ca ngi xem ti vi
Quan st c cu trc hay khng cu trc
Quan st c cu trc l quan st hnh vi no trc, hnh vi no sau. Ngc
li, quan st khng theo cu trc l khng gii hn hnh vi quan st.
5.6.1.2. u nhc im ca phng php quan st
D Th Chung
88
u im
Thu c chnh xc hnh nh v hnh vi ngi tiu dng v h khng h bit
rng mnh ang b quan st.
Thu c thng tin chnh xc v hnh vi ngi tiu dng trong khi h khng
th no nh c hnh vi ca h mt cch chnh xc. V d mun tm hiu xem
nh mt ngi thng xem nhng i g, tm hiu xem mt ngi ch lm th tc
ngn hng phi mt my ln lic nhn ng h?
Phng php quan st c kt hp vi phng php khc kim tra cho
chnh xc. V d phng php phng vn cung cp cc thng tin v quan nim,
thi , gi tr v hnh vi t thut ca i tng. Cc phng php quan st cung
cp thng tin v hnh vi thc cho php hiu r hn hnh vi c nghin cu.
Nhc im :
Kt qu quan st c khng c tnh i din cho s ng. Khng thu thp
c nhng vn n sau hnh vi c quan st nh ng c, thi l gii
cho cc hnh vi quan st c, ngi nghin cu thng phi suy din ch quan.
5.6.2. Phng vn tay i (individual indepth interview)
Phng vn tay i hay phng vn su l k thut thu thp d liu thng qua
vic tho lun gia hai ngi: nh nghin cu v i tng nghin cu. Phng vn
tay i c s dng trong cc trng hp sau:
Ch nghin cu mang tnh c nhn cao v kh nhy cm, khng thch
hp cho vic tho lun nhm, v d nh ti chnh c nhn, cc phng
php k hoch ha gia nh
Do v tr x hi, ngh nghip ca i tng nghin cu nn kh mi h
tham gia nhm
Do s cnh tranh gia cc i tng nghin cu nn h khng th tham
gia tho lun nhm. V d khng th mi cc gim c ca cc cng ty
D Th Chung
89
trong mt ngnh tho lun vi nhau, v h khng mun i th bit

c hnh vi, thi ca mnh cng nh cc vn khc ca doanh
nghip.
Do tnh chuyn mn su v sn phm m ch c phng vn tay i mi
c th lm r c
Tho lun tay i c nhc im l tn km thi gian v chi ph hn nhiu
so vi tho lun nhm vi cng mt c mu. Hn na, do thiu s tng tc gia
cc i tng nghin cu vi nhau, nn i khi d liu thu thp khng c su.
Phng vn tay i thng c s dng nhiu trong cc nghin cu x hi hc
hn l nghin cu th trng, nht l vi th trng sn phm tiu dng.
Phng vn tay i bao gm 3 loi:
5.6.2.1.Phng vn phi cu trc
L phng php c s dng rng ri nht trong nghin cu x hi. Khi
s dng phng php ny, p vin c t do tr li v nh nghin cu phi nh
mt s ch cn phng vn dn dt v nh hng cuc phng vn i theo
ch nghin cu.
Phng vn khng cu trc ging nh ni chuyn, lm cho ngi c
phng vn cm thy thoi mi v ci m tr li theo cc ch phng vn. iu
ct yu quyt nh s thnh bi ca phng vn khng theo cu trc l kh nng t
cu hi khi gi mt cch c hiu qu, tc l kh nng kch thch ngi tr li
cung cp thm thng tin ca nh nghin cu. Hai bn phi thc s c s hiu bit
v cm thng ln nhau. t c iu ny, nh nghin cu cn gii thch r cho
i tng nghin cu v mc ch nghin cu, m bo cc d liu v p vin v
cu tr li s c bo mt, cng khai thng tin v cng ty v c th gii thch
cch x l d liu cho p vin bit.
u im ca phng vn phi cu trc l cho php nghin cu vin linh hot
thay i cuc phng vn ty theo ng cnh v c im ca i tng.
D Th Chung
90
Phng vn phi cu trc c nhc im: Khng c mu chun b sn nn

mi cuc phng vn l mt cuc tr chuyn khng lp li v vy rt kh h thng
ho cc thng tin v phn tch s liu. Hiu qu phng vn ph thuc rt nhiu vo
kh nng ca ngi phng vn v cuc phng vn d xa ri ch nghin cu nu
phng vn vin khng nh r ch nghin cu hoc khng kim sot c p
vin.
5.6.2.2. Phng vn bn cu trc
Phng vn bn cu trc l hnh thc phng vn m nh nghin cu chun b
trc mt danh sch cu hi gi phng vn nhng trong qu trnh phng vn c
th thay i cu hi nh t thm hoc chnh sa ty theo s tr li ca p vin
Cc loi phng vn bn cu trc gm:
Phng vn su
c s dng tm hiu tht su mt ch c th, nhm thu thp n
mc ti a thng tin v ch ang nghin cu. PVS s dng bn hng dn bn
cu trc trn c s nhng phng vn thm d trc v ch nghin cu c
th bit c cu hi no l ph hp.
Nghin cu trng hp
Nhm thu thp thng tin ton din, c h thng v su v cc trng hp
ang quan tm. Mt trng hp y c th l mt c nhn, mt s kin, mt
giai on pht trin, mt chng trnh hay mt khu dn c. Nghin cu trng
hp c bit cn thit khi nghin cu vin cn c hiu bit su v mt s ngi,
vn v tnh hung c th, cng nh khi cc trng hp c nhiu thng tin hay
m c th em li mt cch nhn su sc v hin tng ang quan tm.
Lch s i sng
D Th Chung
91
Thng tin v lch s i sng ca c nhn thng c thu thp qua rt

nhiu cuc phng vn ko di (thng l phng vn bn cu trc v khng cu
trc)
u im ca phng vn bn cu trc l:
S dng bn hng dn phng vn s tit kim thi gian phng vn
Danh mc cc cu hi gip xc nh r nhng vn cn thu thp thng tin
nhng vn cho php linh hot cn thit tho lun cc vn mi ny
sinh.
D dng h thng ho v phn tch cc thng tin thu c hn phng vn
phi cu trc
Nhc im: Cn phi c thi gian thm d trc ch quan tm xc nh
ch nghin cu v thit k cu hi ph hp
5.6.2.3. Phng vn c cu trc hoc h thng
L hnh thc m nh nghin cu phng vn tt c cc i tng nghin cu
theo mt dn bi chun b sn. Thng tin thu c bng phng php ny c
th bao gm c cc con s v cc d liu c th o m c. Cc phng php
ny c coi l mt b phn trong nghin cu nh tnh v chng gip cho vic m
t v phn tch cc c im vn ha v hnh vi ca i tng nghin cu. Cc
hnh thc phng vn, bao gm:
Lit k t do (Free listing)
Tch bit v xc nh cc phm tr c th. Nh nghin cu yu cu i
tng lit k mi thng tin m h c th ngh ti trong mt phm tr c th. V d,
khi tm hiu kin thc v cc nhn hiu bia, nh nghin cu c th yu cu i
tng nghin cu lit k tt c cc nhn hiu m h bit ...
Phn loi nhm
D Th Chung
92
Phng php ny tm hiu kin thc ca i tng v cc phm tr khc

nhau v mi lin h gia chng. V d, nh nghin cu c th yu cu i tng
phn loi cc nhn hiu nc ngt c ga v cc nhn hiu khng c ga
Phn hng s dng thang im
L phng php rt ph bin trong khoa hc x hi. Cc thang im thng
c s dng phn hng cc khon mc trong mt phm tr no . Thang
im c th l mt dy s c th l th.
V d: Khi tm hiu v mc quan trng cc yu t nh bao b, gi c,
khuyn mi n quyt nh mua hng ca i tng nghin cu, nh nghin cu
c th s dng thang im xc nh quan im ca i tng v yu cu i
tng khoanh vo s m theo h biu th mc quan trng ca cc yu t nh:
0 1 2 3 4 5 6 7 (t t quan trng nht cho n mc quan trng nht)
Hoc nh du trn ng thng
*________________________*
t quan trng nht ------------------- Quan trng nht
5.6.3. Tho lun nhm (focus group)

Tho lun nhm l k thut thu thp d liu ph bin nht trong nghin cu
nh tnh. Cc d liu c thu thp thng qua mt cuc tho lun gia mt nhm
i tng nghin cu (nhm tp trung hay nhm chuyn ) di s dn dt ca
ngi iu khin chng trnh (moderator). Thnh cng ca bui tho lun ph
thuc vo kh nng dn dt v khuyn khch cc thnh vin tham gia vo vic tr
li ca ngi iu khin chng trnh. Thng thng, ngi iu khin cng l
nh nghin cu. Yu cu cn c ca mt moderator nh sau:
C kh nng quan st v k nng tip xc
D Th Chung
93
Hng mc tiu vo dn bi tho lun

C kh nng dn dt v l ngi bit lng nghe. Xa b cc thnh
kin, ng cm v khuyn khch cc thnh vin khc a ra kin
Trong qu trnh tho lun, nh nghin cu lun tm cch o su vn
bng cch a ra cc cu hi gi m v khuyn khch tho lun nh: Bn c
ng vi quan im ny khng? V sao? Cn g khc na khng? Cn bn th
sao? C kin no khc hay khng.
Yu cu ca vic tuyn chn i tng nghin cu vo nhm l cc thnh
vin thng c chung mt s c im nht nh ph hp vi ch cuc tho
lun, v d cng mt trnh hc vn, cng mt tui, cng mt gii tnh ...
Tnh ng nht trong nhm cng cao th cng d dng cho tho lun. Cc thnh
vin trong nhm phi cha tng tham gia cc cuc tho lun tng t trc y
hoc trong mt thi gian no (thng t su thng n 1 nm) trnh cho vic
ngi s l ngi dn o nhm. Cc thnh vin cng phi l nhng ngi
khng quen bit nhau t trc.
Nhm tho lun c th bao gm t 4 n 6 thnh vin, ngi ta gi l
nhm nh(minigroup). Nhm thc th (full group) bao gm t 8 n 12 thnh
vin.
ng dng ca tho lun nhm
Tho lun nhm l k thut c s dng ph bin nht trong nghin cu nh
tnh, thng c s dng :
Khm ph cc thi , thi quen tiu dng
Pht trin gi thuyt cho nghin cu nh lng
Pht trin d liu v mt ch no thit k bn cu hi cho

nghin cu nh lng
D Th Chung
94
Th nghim cc tng sn phm hoc chng trnh mi, ci thin

chng trnh hin ti
u im ca tho lun nhm:

Cung cp mt khi lng thng tin ng k mt cch nhanh chng v r
hn so vi phng vn c nhn.
Rt c gi tr trong vic tm hiu quan nim, thi v hnh vi ca
nhm ngi
H tr vic xc nh nhng cu hi ph hp cho nghin cu nh lng
Nhiu ngi tham gia nn khuyn khch s tr li qua k thut ng
no (brainstorming). V th c th a ra nhiu tng ngoi mong i
ca nh nghin cu
Nhc im ca tho lun nhm
Nghin cu vin kh kim sot ng thi ca qu trnh tho lun so vi
phng vn c nhn.
Tho lun nhm tp trung khng th a ra tn sut phn b ca cc
quan nim v hnh vi trong cng ng.
Kt qu tho lun nhm thng kh phn tch hn so vi phng vn c
nhn.
S lng vn t ra trong tho lun nhm c th t hn so vi PV c
nhn
Vic chi chp li thng tin v chi tit ca cuc tho lun nhm tp trung
rt kh, nht l vic g bng ghi m
5.6.4. K thut phng chiu tm l
K thut phng chiu (projective technique) hay cn c gi l k thut
din dch l k thut thu thp d liu mt cch gin tip. Trong k thut din dch,
D Th Chung
95
i tng nghin cu khng nhn bit c mc ch ca cu hi v h c c hi

by t quan im ca h mt cch gin tip thng qua mt trung gian hay din
dch hay vi ca ngi khc. Ngi ta s dng cc k thut nh ng hnh t
(word association), hon tt cu (sentence completion), ng vai (role playing),
nhn cch ha thng hiu (brand personification), hon tt hot hnh (cartoon
test) v nhn thc ch (thematic apperception test)
Phng php ng hnh t
Trong phng php ny, nh nghin cu a ra mt chui cc t cho ngi tr li
v ngh h tr li tht nhanh v ci g ng hnh vi cc t khi h thy hoc
nghe chng
V d: Bn ngh n iu g u tin khi ti c t Coca-cola? Tr li --------Phng php hon tt cu
L phng php nh nghin cu a ra cc cu cha hon tt v yu cu ngi tr
li hon thnh chng
V d: iu m ti thch nht khi n mua sm ti Coopmart l
Nhng ngi i xe Vespa l nhng ngi..
Phng php ng vai
Trong phng php ny nh nghin cu yu cu ngi tr li ng vai mt ngi
khc, thng qua vic din t hnh vi ca ngi khc, h s bc l hnh vi ca
chnh mnh.
Phng php nhn cch ha thng hiu
Vi phng php ny, ngi tr li c yu cu tng tng rng cc thng
hiu l nhng con ngi v h hy m t cc c im, tnh cch ca cc nhn vt
. V d: Bn hy tng tng Coca-cola v Pepsi Cola l hai ngi, t m t
c im, tnh cch ca hai ngi (v gii tnh, tui tc, ngh nghip, thu nhp,
li sng..)
D Th Chung
96
Phng php hon tt hot hnh

Nh nghin cu a ra cc bc tranh hot hnh v ch nghin cu nhng cha
hon tt v ngh ngi tr li hon tt chng
Phng php nhn thc ch
Ngi tr li c yu cu cho bit thi ca h vi cc bc tranh hot hnh v
ch nghin cu v thng qua h s bc l cm ngh ring ca h
5.7. Phn tch d liu nh tnh
Phn tch d liu trong nghin cu nh tnh l qu trnh i tm v din gii
ngha ca d liu. Bn cht ca nghin cu nh tnh l thu thp d liu bn
trong ca i tng nghin cu, v th chng ta khng th lng ha kt qu ca
nghin cu nh tnh v chng s khng c ngha nhiu. V d, vi kt lun kiu
nh Kt qu ca nghin cu nh tnh cho chng ta thy c trn 50% ngi tiu
dng cho rng thng hiu A c gi c ph hp vi cht lng th n khng c
ngha g cho nh nghin cu v nh qun tr.
Phn tch d liu nh tnh bao gm ba giai on, cc giai on ny c mi
lin h cht ch vi nhau, bao gm: m t hin tng (phenomenon description),
phn loi hin tng (phenomenon classification), v kt ni cc khi nim
(concept connection)
5.7.1.M t hin tng
M t hin tng l vic lm cn thit trong phn tch d liu nh tnh,
to c s d liu cho vic phn tch. Cn ch rng m t hin tng khng n
thun l vic pht biu li hin tng v d nh nh nghin cu lit k li cc tr
li ca p vin. M t hin tng phi c hiu l qu trnh m t su, bao
gm c nhng pht biu v ngha cc pht biu ca ngi tr li. Ngoi
ngha c din t bng li, chng cn th hin qua cc biu hin phi ngn ng
nh c ch, nt mt, nh mt hay m iu ca li ni. V l do ny, nh nghin cu
thng phi dng thm cc cng c h tr nh my ghi m, my ghi hnhnhm
D Th Chung
97
theo di li trong qu trnh phn tch d liu. Vic m t d liu bao gm c li

din gii, suy lun ca nh nghin cu v cc trch dn t nhng pht biu nguyn
vn ca ngi tr li (sic). Phn trch dn thng c font ch nh hn v in
nghing.
5.7.2.Phn loi hin tng
Sau khi m t hin tng, nh nghin cu tin hnh sp xp cc hin tng
thnh cc nhm c cc c tnh chung c th so snh chng vi nhau.
V d, trong mt nghin cu nh tnh thng qua tho lun nhm ngi tiu
dng v th trng du gi ti TpHCM. Mt trong nhng mc tiu nghin cu l
khm ph cc yu t ca bao b du gi m khch hng cho l quan trng v thi
ca h vi cc yu t . Sau khi thu thp d liu v m t chng, nh nghin
cu chia d liu thnh ba nhm chnh sau y:
Nhm cao cp: c trng ca nhm ny l bao b c thit k p mt,
tinh xo, hi ha gia mu sc, ch vit v kiu dng. Kch thc ph hp v c
nt bt hoc bm, thun tin trong s dng. Thit k gn, tin cho ngi i lm
hoc i du lch, cng tc mang theo. Bao b to cm gic sn phm c cht lng
cao.Ph hp vi gii thng lu. Nhm ny bao gm cc nhn hiu A, B, C
Nhm trung bnh: c im chung ca nhm ny l kiu dng, mu sc v
ch vit bao b chp nhn c nhng khng sc so. Khng to c cm gic
cao cp cho ngi tiu dng, np y bng cch vn, d , khng thun tin khi
s dngNhm ny gm cc nhn hiu nh.D,E,F
Nhm bnh dn: Bao b nhn th, nha bao b khng p mt, mu sc v
ch vit m nht, to cho ngi dng c cm gic cht lng km. Np y kh
s dng, bt m np kh khn. Nhm ny ph hp cho gii bnh dn, bao gm cc
nhn hiu: G, H, I
5.7.3 Kt ni d liu
D Th Chung
98
Sau khi m t v phn nhm d liu, nh nghin cu tng kt cc khi nim

nghin cu vi nhau bng cc s v mi lin h. T y, c th hnh thnh nn
cc gi thuyt nghin cu kim nh chng trong cc nghin cu nh lng
tip theo
V d: Khi nghin cu v mt nhm khch hng v cc yu t nh hng ti cht
lng dch v siu th v xem xt mi lin h gia cht lng dch v vi s trung
thnh vi siu th, nh nghin cu a ra m hnh l thuyt nh sau:
Hnh 4.1: M hnh l thuyt v cht lng dch v siu th vi gi c cm nhn v
lng trung thnh vi siu th
Chng loi
hng ha
Nhn vin
phc v
Trng by
siu th
Mt bng
siu th
An ton
siu th
CHT LNG
DCH V
SIU TH
Gi
thuyt 2
TRUNG THNH
SIU TH
Gi thuyt 1
GI C
CM NHN
Ngun: Nguyn nh Th, Nguyn Th Mai Trang (2003), o lng cht lng dch v siu th
theo quan im ca khch hng, CS.2003.01.04, TPHCM: Khoa Kinh t, H Quc gia TPHCM
D Th Chung
99
1. Trnh by khi nim v vai tr ca nghin cu nh tnh trong nghin cu
Marketing?
2. Nghin cu nh tnh c s dng trong nhng trng hp no? Nghin
cu nh tnh thc hin trc hay sau nghin cu nh lng. Cho v d
3. V sao phi tin hnh quan st? Hy lp mt danh mc quan st hnh vi
khch hng khi h mua sm ti siu th.
4. Trong trng hp no nh nghin cu s dng k thut phng vn tay i,
phng vn nhm? u nhc im ca cc k thut ny.
5. Hy thit k dn bi tho lun nhm dng cho nghin cu khm ph th
trng kem nh rng.
D Th Chung
100
CHNG 6
PHNG PHP NGHIN CU NH LNG

[
I.
Mc tiu chng
Sau khi hc xong chng ny, sinh vin c th:

-
Hiu c cc khi nim c bn v vai tr ca nghin cu nh

lng
II.
Phn bit gia nghin cu nh tnh v nghin cu nh lng
Bit cc phng php thu thp d liu nh lng
Bit cch t chc thu thp d liu nh lng
Ni dung chng
1. Khi nim phng php nghin cu nh lng
2. Vai tr ca nghin cu nh lng
3. So snh nghin cu nh tnh v nghin cu nh lng
4. Cc phng php thu thp d liu nh lng
5. T chc thu thp d liu nh lng

6.1 Khi nim
Nghin cu nh lng l phng php nghin cu th trng c s dng
ph bin ti M t nhng nm cui ca thp k 1970 nh s pht trin ca cc
cng c o lng kinh t (kinh t lng) m n cho php phn tch v nh gi tc
ng tm l ca ngi tiu dng vo hnh vi chi tiu ca h
Nghin cu nh lng l nhng nghin cu hng vo vic thit k nhng
quan st nh lng cc bin, phng php o lng, phn tch mu v gii thch
mi quan h gia cc bin bng cc quan h nh lng. Vic suy din v gii
thch cc hin tng l da trn vic thu thp v phn tch nhng s liu trc .
D Th Chung
101
Khc vi kt qu nghin cu nh tnh, kt qu thu c t nghin cu nh lng

l cc d liu c lng ha v c th tin hnh cc php ton thng k.
Phng php nghin cu nh lng s dng mt bng hi chun b trc
theo mt c cu nht nh cho mi i tng nghin cu. Mt v d in hnh ca
phng php ny l iu tra KAP (Knowledge Attitude Pratice: Kin thc Thi
- Thc hnh). Nghin cu KAP cho php suy lun thng k t kt qu thu c
cc mu tng i nh ra qun th ln hn; n cng cho php o lng v nh
gi mi lin quan gia nhng bin s; tin hnh iu tra kh d v trin khai kh
nhanh chng v kt qu thu c t cc cuc iu tra tt c th s dng so snh
theo thi gian hoc gia cc nhm iu tra.
Trong nghin cu hn lm, nghin cu nh tnh thng i i vi vic
khm ph l thuyt khoa hc, da trn nguyn tc quy np (nghin cu trc, l
thuyt sau). Ngc li, nghin cu nh lng gn lin vi vic kim nh l
thuyt, da trn nguyn tc suy din (l thuyt ri n nghin cu). Tuy nhin,
nhiu nh nghin cu cho rng khng nn tch ri gia khm ph v kim nh
mt l thuyt khoa hc, chng c coi l hai phn ca mt chic bnh xe.Theo
quan im ny, l thuyt khoa hc c th c xy dng t l thuyt (suy din)
hay t d liu (quy np). V hin nay, cc nh nghin cu kt hp gia nghin
cu nh tnh v nh lng trong cng mt nghin cu c c kt qu nghin
cu mong mun.
Trong nghin cu ng dng, nu phng php nghin cu nh tnh nhm
khm ph cc vn , c hi marketing th nghin cu nh lng nhm mc ch
m t v a ra cc kt lun v th trng. V d cc nghin cu v th phn,
nghin cu mc nhn bit thng hiu, s trung thnh thng hiu
6.2 Vai tr ca nghin cu nh lng
Nghin cu nh lng c s dng trong nghin cu m t nhm mc
ch m t li th trng bng cc s liu thng k.
D Th Chung
102
Thng qua kt qu thu c, nh nghin cu c th khi qut ha v so

snh kt qu trong mu nghin cu v suy din cho ton b th trng tng th
Nghin cu nh lng c thc hin nhm o lng tc ng ca cc yu
t kinh t, tm l, v x hi ca cc c nhn n hnh vi tiu dng ca h. Tng
t, phng php cng c th dng o lng tc ng ca cc chin lc v
gi c, qung co, khuyn mi, v dch v hu bn hng ca mt cng ty ln doanh
s
Nghin cu nh lng cho php nh gi cc quan h kinh t, vi tin
cy xc nh v mt thng k. Nhng nh gi c th c s dng cho phn
tch v d bo. V d nh khi mt hng sn xut xe hi mun tm hiu v hnh vi
mua ca khch hng i vi cc sn phm t hay i l bt ng sn tm hiu v
quyt nh mua nh ca khch hng. H hiu c rng khi khch hng c nhu
cu vi sn phm, khi , trong u h din ra nhng cn nhc thit hn ca vic
lm mt quyt nh ln nh vy. Nu ch li rng ca vic mua sm l dng,
th h s quyt nh mua, v nu l m, th khng mua. ln ca ch li rng ny
ph thuc vo mt lot cc yu t, nh ngh nghip, thu nhp, tnh trng hn
nhn, v s thchvv. Khng ai c th c c nhng phn tch thit hn nh
vy trong u khch hng. Nhng r rng l cc i l bn nh t hoc xe hi c
th quan st c hnh ng ca h. Tc l vic h quyt nh mua hay khng?
Quan trng hn, cc quyt nh bc l nguyn tim n trong u bn, rng
nhu cu mua sm c chn mui cha i n quyt nh mua. Da vo
quan h nh vy, i l bn xe hi c th d on uc kh nng m khch hng
s mua xe nu nh bit c cc d kin v thu nhp, tnh trng gia nh, v s
thch v s hu xe hi ca bn. (Yu t cui cng c th c o lng c, nh
chm im t 1, 2, 3, 4, 5 chng hn, th hin mc a thch tng dn). Nh vo
nhng phn tch nh lng ny, cc nh i l nh t hay bn xe hi c th d
on c nhu cu tim nng ca cc khch hng mc tiu
6.3 So snh nghin cu nh tnh v nghin cu nh lng
D Th Chung
103
Cc phng php nghin cu khc nhau em li cc dng d liu khc nhau.

V vy trc khi quyt nh s dng phng php no cn phi xc nh loi d
liu no cn thit nht cho mc ch nghin cu. Cc phng php nghin cu
nh tnh v nghin cu nh lng c th kt hp b sung ln cho nhau. V d:
Nghin cu nh tnh c th h tr cho nghin cu nh lng bng cch
xc nh cc ch ph hp vi phng php iu tra.
Nghin cu nh lng c th h tr cho nghin cu nh tnh bng cch
khi qut ha cc pht hin ra mt mu ln hn hay nhn bit cc nhm cn
nghin cu su
Nghin cu nh tnh gip gii thch cc mi quan h gia cc bin s c
pht hin trong cc nghin cu nh lng
Bng 6.1: S khc nhau gia nghin cu nh tnh v nh lng

Phm vi so snh
Mc ch
NH TNH
Lng ha cc c tnh ca Tm hiu su cc c tnh ca

hnh vi
Cch tip cn
NH LNG
hnh vi
Cu trc cht ch thng qua Linh hot thng qua tho lun
phng vn
Kch thc mu
Ln
Nh
Phng php
Thng l theo xc sut
Phi xc sut
chn mu
K nng phng Khng i hi k nng cao
i hi k nng cao
vn/tho lun
Thi gian phng Tng i ngn (thng Tng i di( T 90 n 120
vn
D Th Chung
di 45 pht)
pht)
104

Ngun: Davis D.(2000), Business Research for Decision Making, 5thed., London: Duxbury
6.4 Cc phng php thu thp d liu nh lng

6.4.5 Phng php phng vn
Phng vn l cuc hi p gia mt bn l vn vin (ngi hi Interviewer) v mt bn l p vin (ngi c hi hay ngi c phng vn Interviewee) qua mt hnh thc tip xc no
6.4.1.1 Phng vn c nhn
Phng vn trc tip (direct interview or face to face interview) l cuc
phng vn din ra qua s tip xc, gp g trc tip gia vn vin v ngi c
phng vn.
u im ca phng php phng vn ny l:
Vn vin c th ng thi va phng vn va quan st nt mt, c ch v
hnh ng ca ngi c hi ng thi quan st c ni ngi ang ,
lm vic hoc mua hng.
Vn vin c th nm bt c i tng c hiu cu hi khng v c th
gii thch hoc un nn s hiu lm cu hi ca p vin.
Khuyt im:
Tn nhiu thi gi tm n ng i tng mun hi. c bit l cc i
tng tnh hoc nhng ni khng tin ng giao thng.
Phi chn gi gic thun tin cho ngi c hi, nu khng h s khng
nhit tnh tr li.
Tn nhiu thi gian phng vn, v mt thi gi khi i khi ni nhng
chuyn khng n nhp vi ti nhng li khng th thiu trong giao tip.
Chi ph ln cho tin cng ca vn vin, ph i li, n v.v
Ngy nay, vi s pht trin vt bc ca cng ngh thng tin, cc nh
D Th Chung
105
nghin cu tn dng li th ny p dng cng ngh my tnh h tr cho

phng vn. Thay v s dng bng cu hi in trn giy thng thng, cc phng vn
vin mang theo mt my tnh c nhn, trong c sn bng cu hi v chng
trnh h tr phng vn. l phng php phng vn c nhn vi s tr gip ca
my tnh CAPI (Computer Aided Pesonal Interview). Trong phng php ny,
ngi phng vn c cu hi cho p vin v nhp cu tr li ca p vin vo
my tnh. Chng trnh my tnh c lp trnh sn, nh vy n c th t ng
kim tra s ph hp ca cu tr li. Vi cc vn nghin cu nhy cm, p vin
c th c giao mt my tnh c nhn trong mt thi gian ngn v t tr li cc
cu hi c a ra. Ch khi c kh khn cn tr gip trong qu trnh tr li, h s
nh n phng vn vin, phng php ny c gi l CASI (Computer Assisted
Self-Interview). Mt phng php khc l ACASI (Audio Computer Assisted
Self-Interview), phng php ny tng t CASI, tuy nhin c thm vo l cc
cu hi c ghi m sn v p vin nghe cc cu hi ny qua mt chic tai
nghe. Phng php ny c s dng nhm nghin cu cc vn mang tnh nhy
cm v c tnh cht c nhn cao.
6.4.1.2 Phng vn qua in thoi (Telephone interview):
Phng vn qua in thoi l cuc phng vn gia vn vin v p vin
thng qua in thoi. Yu cu i vi ngi phng vn l phi c kh nng cm
nhn i tng phng vn trong khung cnh khng thy i tng phng vn.
Phng php ny c p dng khi s ng ngi phng vn c in thoi v
mu iu tra phn b ri rc trn cc vng a l. Hin nay, nng cao hiu qu
phng vn qua in thoi, ngi ta s dng my t ng hi ting ngi bng vic
thu m sn cc cu hi. Sau , theo mt chng trnh vi tnh, my s pht li
nhng cu hi thu. Nu p vin tr li trong phm vi nh trc, my s t
ng ghi li v hi tip. Nu cu tr li ngoi phm vi, my s chuyn ngay cho
phng vn vin tht s gii quyt. cc nc pht trin, cc nh nghin cu
s dng ph bin phng php phng vn qua in thoi vi s tr gip ca my
D Th Chung
106
tnh, gi tt l CATI (Computer Assisted Telephone Interview)

u im:
C th phng vn nhiu ngi trong mt thi gian ngn, c th gi li
kim tra hoc b sung
Khng tn thi gian v chi ph i li tm i tng, nht l xa tnh, tuy
nhin c th khng lin lc c ngay m phi xin gi hn gp ng i
tng.
p vin khng i din trc tip vi ngi hi gip h t tin hn
Vn vin c th cm nhn v xc nh c i tng qua li ni, ging
iu
Vn vin c th gii thch thm nu p vin cha r cu hi
C th ng vin thm nu ngi p mun ct ngang cuc phng vn hoc
hn ngy khc hon thnh cuc phng vn.
Khuyt im:
Phng vn ko di c th lm ngi tr li b ngang cuc phng vn
Cn cn nhc thi gian chn phng vn trnh vic p vin tr li qua
loa
Chi ph cao nu gi ng di v thi gian phng vn lu.
Khng quan st c nt mt v phn ng khng li ca cc i tng
cng nh khng th dn chng cho h xem, hay tip xc c th vi cc sn
phm hay mu m qung co
6.4.1.3. Phng vn qua th tn (Mail interview):
L hnh thc phng vn bng cch gi bng cu hi qua ng bu in
n p vin v p vin t tr li theo bng cu hi .
D Th Chung
107
Nh nghin cu c th tm a ch v lp mt danh sch nhng ngi cn

c phng vn thng qua nin gim in thoi, danh sch ng k trong mt
cuc trin lm hay mt danh sch thng k khch hng ca mt hng tng quan
no . Sau gi mt l th v mt bng cu hi cng vi nhng hng dn c
th i tng c phng vn gi v theo bao th c sn tn v a ch
ni nhn.
u im:
C th cp n nhiu vn khc nhau, nht l cc vn mang tnh c
nhn cao. p vin khng b chi phi bi ngi hi nn c th t ch khi
tr li
p vin khng b gii hn v mt thi gian nhiu nh phng vn trc tip
hay qua in thoi nn c th suy ngh chn chn trc khi tr li v vo
thi gian thun tin nht
C th phng vn c nhiu ngi cc vng a l xa v phn b ri rc
p vin c th nhn c cc ti liu, hnh nh minh ha i km vi bng
cu hi
D dng gi th i cc tnh hay nc ngoi.
Khuyt im:
T l tr li thp, nhng ngi tr li c th khng tiu biu. a s nhng
ngi tr li l ngi nhit tnh hoc trung thnh vi nhn hiu hoc nhng
ngi mong i mt phn thng no . C th s ngi ny khng tiu
biu cho tt c. Nu ch dng nhng th tr li ny cho ra nhng kt qu
thng k, chc chn s c thin lch kh ln.
Mt s ngi khng hiu cu hi, hiu lm hoc nh du khng ng hoc
thiu st trong bng cu hi .
a s ngi bnh thng rt ngi vit v ngi n bu in gi th. Do
D Th Chung
108
thng phi km thm qu tng hay ha hn khen thng g .

Khng th p dng i tr cho nhng i tng khch hng c trnh vn
ha thp. Ngoi ra c ngi khng bit ch lm hn ch phm vi phng vn
Khng kim sot c i tng tr li. Ngi tr li c th nh ngi
khc vit, th d cho con em vit, nh vy khng bit c chnh xc khng.
trnh nhng khng khuyt im trong vic phng vn bng th tn, u tin ta
phi chn la i tng tht thch hp, sau l son tho:
Lin h trc vi ngi nhn v gi bc th t gii thiu v ng vin
ngi tr li, xa tan nhng nghi k, e d. Th phi mang mu sc c nhn,
to cho ngi nhn cm gic th c gi ring cho h ch khng phi gi
hng lot cho nhiu ngi. Ni dung th cn cp ngn gn mc tiu
nghin cu, cao vai tr ca ngi tr li, ha hn nhng li ch nu h
tham gia. Nhc n tnh ngn gn v n gin ca cu hi. Nu bng cu
hi di, vn hi khng hng th vi ngi tr li c th in thoi bo
trc
Cu hi tht r rng, khng c qu nhiu t chuyn mn hay t ng ngi
a phng c th hiu lm.
Cn nh km s hng dn tr li cn k
Chun b phong b tr li: Phong b dn tem hoc du khng cn dn
tem, in a ch ngi nhn p vin gi bng cu hi hon thnh.
6.4.1.4 Phng vn qua email:
Vi cng c email, vic phng vn bng bn cu hi dng th tn tr nn
rt nhanh chng. p vin ch cn nhp chut vo nhng trng l c th tr
li ngy cho vn vin. Ngay sau vn vin cng c th x l thng k ngay trn
my, khng cn phi m ho v nhp tin nh kiu x l nhng bn cu hi gi v
bng th. Vic nghin cu rt nhanh chng v tin li. Tuy nhin ch c th p
D Th Chung
109
dng cho cc i tng c a ch email.

6.4.2. Phng php CLT (Concentrated Location Test)
L mt trong cc phng php marketing th nghim (marketing test).
Phng php CLT p dng hiu qu trong trng hp th nghim sn phm mi.
Thng thng, sn phm mi c th c th nghim v so snh ng thi vi
mt sn phm khc v ngi ta gi l th m(blind test). i tng phng
vn c mi dng th 2 sn phm v tr li cc cu hi c a ra v cui cng
h s quyt nh chn mt trong 2 sn phm a thch hn.
V d, hng Trung Nguyn tin hnh mt cuc th m khi chun b
tung sn phm mi l c ph ha tan G7 ti Dinh c Lp vo nm 2007. Ngi
tham gia c ung th 2 ly c ph, k hiu mt ly A, mt ly l B. Kt qu th
nghim c cng b l sn phn G7 c a thch v la chn nhiu hn so vi
sn phm em ra so snh
u im ca phng php ny l t tn km; thi gian thu thp d liu
nhanh, p ng c nhu cu thng tin C s kim sot tt trong qu trnh thu
thp d liu v c cc ti liu hoc mu trc quan. D liu thu thp c d phn
tch v x l nhanh chng. Nhc im ca phng php l i hi khu t chc
cn trng v cht ch. Cc i tng nghin cu thng c hnh vi khng nh
bnh thn.Mt s ngi tm cch d hi xem cc nh nghin cu mun g v tm
cch hi lng nh nghin cu.
6.4.3. Phng php iu tra bng nhm c nh (Panel):
Nhm c nh l nhng nhm ngi t 50 - 200 ngi c chn la theo
mt tiu chun chn mu, c tp hun v mc ch nghin cu, v phng php
tr li cc cuc phng vn bng th tn hay in thoi. H l thnh vin trong
nhm c nh c tha thun cng tc vi mt cng ty nghin cu lm tt cng
tc tr li nhng bng phng vn do cng ty nghin cu a ra.
D Th Chung
110
Th d mt cng ty nghin cu t chc cc thnh ph HCM, H Ni,

Nng, Cn Th, Nha Trang mi tnh mt Panel. Hng thng hoc hng qu nhng
thnh vin ca Panel c hng dn tr li cc cu hi v sinh hot, ch tiu,
mua sm...Bng cu hi dnh cho cc Panel thng kh di, c th c n hng
trm cu hi nhng vn c kt qu tr li tt v p vin c hun luyn cch
tr li v c tr cng.
Cng ty nghin cu th trng TNS (Taylor Nelson Sofres) Media Vit
Nam s dng nhm c nh kho st thi quen xem i ca khn gi truyn
hnh Vit Nam ti 5 thnh ph ln: H Ni, Hi Phng, Nng, Tp H Ch
Minh v Cn Th. Phng php kho st trc y ch yu ca TNS vn l ghi
nht k truyn hnh. People metter trong o lng khn gi truyn hnh l vic
ng dng cng ngh nht k in t thay cho giy bt. Cng ngh ny bt u
thc hin trn th gii vo nm 1998. Ba knh truyn hnh ABC, CBS v NBC l
nhng i u tin k hp ng vi Nielsen - ch khng phi TNS - thc hin
People Meter l mt h thng gm (a) mt home unit (cn gi l hp en nh
mt my vi tnh nh c modem), (b) mt b cm bin nhn tn hiu t remote (c)
Mt ci remote va cho khn gi chn knh TV v pht tn hiu cho b cm
bin. H thng People Meter thu thp d liu bm remote ca khn gi c 30-giy
mt. D liu ny c lu li hp en v c 2 ngy mt ln, ton b d liu s
chuyn v trung tm.
Nh nghin cu cng s dng nhm c nh gm cc ca hng bn l
iu tra v bn l (Retail Audit). Retail Audit ch yu thng k s lng bn ra ti
cc im bn l (hay bn trc tip cho ngi tiu dng) nhm xc nh dung lng
th th trng, th phn i th...
S dng nhm c nh (Panel) thng c cc c quan nghin cu s
dng theo di thng xuyn trong mt thi gian di (6 thng hay 1 nm) o
lng nhng thay i ca ngi tiu dng qua th hiu, s mua sm v tiu dng
D Th Chung
111
nhng mt hng lun chuyn nhanh (mua thng xuyn) v cc tc dng ca

qung co.
u im ca phng php s dng nhm c nh
Tin hnh cc phn tch, khm ph s thay i trong hnh vi tiu dng
Chi ph r hn so vi vic chn mu nhiu ln
Nhc im:
Kh khn trong vic chn mu, v i tng khng hng th vi vic tr

li cc cu hi trong thi gian di
Nhm c nhiu bin ng nh: Khng cn hng th tham gia tip, doanh
nghip ngng hot ng hoc chuyn sang ngnh khc, c nhn chuyn
ch hoc qua i
6.5. T chc thu thp d liu nh lng
C cu t chc ca mt cng ty nghin cu th trng ph thuc vo nhiu
yu t nh loi hnh doanh nghip, quy m cng ty, dng nghin cu m cng ty
thc hin cho khch hng Tuy nhin, khi cng ty tin hnh nghin cu nh
lng th phi c b phn thu thp d liu nh lng. C cu thng thng ca
cng ty nghin cu th trng bao gm cc b phn sau
B phn nghin cu (research department) B phn nghin cu ph
trch hoch nh d n nghin cu: thit k nghin cu, tho lun vi
nh qun tr, thit k bng cu hivv, lm vic vi khch hng nu l
cng ty nghin cu c lp, din gii thng tin v bo co kt qu
nghin cu.
B phn thu thp d liu (Fieldwork Department): Ph trch vic trin
khai thu thp d liu c theo bng cu hi thit k. B phn thu
thp d liu bao gm cc phng vn vin, c tuyn chn v hun
luyn k cng. y l b phn c s lng nhn vin nhiu nht trong
D Th Chung
112
cng ty. Cn tuyn chn phng vn vin c cc tiu chun sau y:

C th c v vit tt, c trnh THPT tr ln
N phng vn vin c u tin hn nam v cng vic phng vn
thng c tnh cht khng thng xuyn v phi lm vic ngoi gi.
Cng vic phng vn cng i hi s mm mng, kin nhn.
Tiu chun v ging ni: Ging ni d nghe, truyn t d hiu
khuyn khch v to cm gic d chu cho ngi tr li
Kinh nghim: Ngi c kinh nghim c u tin v lm vic hiu
qu hn v khng mt nhiu thi gian o to
Sau khi tuyn chn c phng vn vin, cn tin hnh o to
(training) v hng dn (briefing) h. Vic hng dn bao gm c phn
l thuyt v thc hnh. Sau khi ph bin ti liu hng dn cho phng
vn vin, phng vn vin thc hnh phng vn vi nhau c cc iu
chnh kp thi. Ti liu c vit r rng, d hiu, bao gm cc im
sau:
Mc ch ca cuc nghin cu (nhng khng cho bit ngi hoc c
quan thc hin)
Thi im bt u v nghin cu
S lng ngi c phng vn; chn mu u, cch chn mu
nh th no, phi lm g gii quyt nhng trng hp ngi
phng vn khng c nh hay t chi phng vn
Cch gii thiu v m u cuc phng vn
Cc t cu hi, th t cu hi
Cch kim tra, hiu chnh bng cu hi trc khi np
Tin cng v tiu chun nh gi hiu qu cng vic
D Th Chung
113
B phn kim tra d liu (Qualitive Control Department): Ph trch

kim tra cht lng d liu thu thp c v qui trnh phng vn. Vic
kim tra ny nhm hai mc ch: (1) m bo tnh trung thc v chnh
xc ca phng vn vin, ngha l phng vn ng i tng nghin cu
hay khng, phng vn vin thc hin phng vn nghim tc, cu hi
hay t mnh in vo bng cu hi. (2) m bo tnh trung thc ca
ngi tr li, ngha l ngi tr c cung cp d liu ca chnh hnh vi,
thi ca h hay t a ra cc tr li gi to. Phng php gim st
bao gm:
Cng i vi nhn vin phng vn v quan st h
Kim tra v phng vn li cu hi sau khi phng vn vin np
bng cu hi hon chnh
B phn x l d liu (Data Processing Department)): Thc hin cng
vic hiu chnh d liu, m bo tnh hp l v thng nht ca ton b
cc cu hi v m ha, nhp d liu, x l v phn tch d liu theo cc
tiu thc c ra trong thit k nghin cu.
Cc b phn khc (Back office): Cc b phn khc bao gm K ton,
hnh chnh, nhn s
D Th Chung
114
1. Phng php nghin cu nh lng l g? Theo anh(ch), nghin cu nh tnh

v nghin cu nh lng, loi nghin cu no quan trng hn? Gii thch v
sao
2. C bao nhiu phng php thu thp d liu nh lng? So snh u v khuyt
im ca cc phng php
3. S dng nhm c nh (Panels) c li g? Thng c p dng trong trng
hp no?
4. Gi s anh (ch) phi hon tt mt ti nghin cu v tnh hnh th trng
vng bc v n trang ti TP.HCM, anh ch s chn la nhng phng php thu
thp d liu no? Gii thch v sao?
5. Trong ti nhm m cc anh(ch) ng k ti chng 1, anh ch c thc
hin nghin cu nh lng khng? Gi s c thc hin, anh(ch) chn phng
php thu thp d liu no? V sao
D Th Chung
115
CHNG 7
X L V PHN TCH D LIU

TRONG NGHIN CU MARKETING
I. Mc tiu chng
Chng ny c bin son dnh ring cho sinh vin chuyn ngnh, c hc
cc mn hc Xc Sut v Thng K, Thng k doanh nghip, Phn tch nh
lng do s khng cp su v nhng l thuyt c bn v thng k m ch
nu ln nhng ng dng thc t trong khu phn tch nhng d liu thu thp
sau mt cuc phng vn ti hin trng. Chng ny gip sinh vin:
-
Bit c cc phng php x l d liu
Nm c cch hiu chnh d liu, m ha d liu, lm sch d liu

trong SPSS
Bit phn tch v din gii d liu bng bng v biu
II.Ni dung chng

1. Cc phng php x l d liu
2. Chun b d liu
3. M ha d liu
4. Lm sch d liu
5. Phn tch v din gii d liu
7.1 Cc phng php x l d liu
Khi d liu thu thp xong, nh nghin cu bt tay v qui trnh x l v
phn tch d liu nhm tm ra cc thng tin c ngha. D liu c ghi chp
hin trng v cn dng th, chng cn phi c kim tra, m ho, hiu chnh
li d dng phn tch
Nhim v tng qut ca vic x l d liu l chuyn nhng ghi chp quan
st hoc cc cu tr li di dng th c m ha thnh nhng con s thng
D Th Chung
116
k theo mt trt t nht nh chun b cho vic din gii cc kt qu thu c.

X l d liu c th p dng theo 2 phng php:
- X l th cng.
- X l bng my vi tnh.
7.1.1
Cc phng php th cng:
7.1.1.1 Phng php kim m (Tallying):

Ln lt nht tng cu hi, v kim m nhng cu tr li ging nhau
thng qua vic nh du (+++++) hay //// hoc
cho tng kt qu tr li ca cc
cu hi.
7.1.1.2 Phng php la ra v m (Sorting and Counting):
Trc ht, phi la v lc xp ring ra tt c cc bng cu hi hay cc mu
d liu sp thnh tng nhm, mi nhm theo mi loi tr li, sau m mi
nhm.
Phng php ny trnh c kh nng sai st ca phng php kim m
ni trn trong vic nh du d liu tr li. Cch ny c th c thc hin nhanh
hn khi ta c th d dng c v la ra cc cu tr li ging nhau cho tt c cc
cu hi.
X l theo phng php th cng c th p dng cho trng hp s lng
bng cu hi tng i t, ch chng 20 tr li, s cu hi v cu p cng t i v
khng qu phc tp.
7.1.1.3 . Phng php x l bng my vi tnh
Vic dng my tnh x l d liu i hi d liu phi c m ha v
thit k h thng sao cho my c th hiu c theo mt phn mm c lp
trnh trc.
i vi cuc nghin cu c khi lng d liu ln, s bng cu hi t vi
trm tr ln v s lng cu hi p t 20, 30 cu tr ln th nht nh phi s
dng my tnh mi m bo c chnh xc.
D Th Chung
117
Ngoi ra, my tnh cho php ta lm nhng phn tch thng k phc tp, v
cc biu , cht lc ra nhng thng tin quan trng v tin cy hn, lp cc bo co
bng biu c th lu tr, ni mng v truy xut tng phn theo nhu cu ca ngi
c. Nh nghin cu c th s dng cc phn mm trong qu trnh x l d liu,
c bit l khi phi i ph vi mt khi lng ln d liu, kh phc tp v c
tnh cht nh k. Vn l nh nghin cu lun lun cp nht kin thc nm
c nhng chng trnh x l hin i cng ngy cng tin tin hn, v la chn
ci no ph hp nht . Hin nay c rt nhiu phn mm x l d liu nh SPSS,
SAS, AMOSPhn mm ng dng SPSS chy trn Windows (Statistical Package
for Social Sciences for Windows )c s dng rng ri. Trong phm vi mn hc
ny, ch trnh by cc x l d liu bng phn mm SPSS, kt hp vi cc phn
mm khc l Word, Excel trnh by v tm tt d liu.
Cc giai on x l d liu, bao gm:
(1)
Gi tr ha d liu
(2)
Hiu chnh cc cu tr li c th chp nhn c
(3)
M ha cu tr li
(4)
Nhp d liu vo my tnh
(5)
Lm sch d liu
(6)
Lu tr v tin hnh phn tch TCH D LIU
Ba giai on u tin c gi l bc chun b d liu trc khi phn tch,

ba giai on sau gi chung l nhp d liu v lu tr
7.2 Chun b d liu
Vic x l d liu cn phi c chun b cn thn trnh nhng sai st
c th dn ti nguy c ko di thi gian, tng chi ph hoc c nhng sai st dn ti
nhng kt lun sai lc nghim trng khng th cu vn, lm gim gi tr ca cuc
nghin cu.
D Th Chung
118
Trc tin ta cn phi thit lp ngay t u mt k hoch x l d liu sao

cho qu trnh ny c thc hin theo ng mc tiu v qui nh v s m bo
chnh xc.
Cng vic chun b d liu bao gm
7.2.1. Kim tra tnh hp l d liu
Vic kim tra tnh hp l d liu l mt trong cc mc tiu ca vic o
lng. Ta ch gi tr ho d liu no thc s c o lng mt cch chnh xc v
khch quan nhng g n cn o lng. Vic xc nh mt d liu c c chp
nhn hay khng l mt khu rt c bn quan trng. Nu d liu khng thc hin
chnh xc, chng s a ta n kt qu sai lm.
Giai on ny gm hai bc:
Bc 1: Tin hnh xem xt mt cch k lng cc phng php v bin
php kim tra cht lng c s dng thu thp cc d liu.
Bc 2: Tin hnh xem xt k cc bng cu hi c tr li v nhng
ch dn v th tc phng vn pht hin ra nhng nguyn nhn dn n cc sai
st.
7.2.2.
Hiu chnh d liu :
7.2.2.1. Hiu chnh d liu ti hin trng

Trong khi nghin cu ti hin trng thng phng vn vin c th nhm
ln, sai st do nhng nguyn nhn sau:
-
Li lm do la chn la sai i tng.
Sai lm do khng thc hin y qui trnh v bng hng dn

phng vn.
Sai lch do ngi c phng vn khng tr li.
Nhng sai st do giao tip gia ngi phng vn v ngi c

phng vn.
D Th Chung
Nhng sai st lc ghi chp.
119
S gi mo (vn vin t ba ra 1 cuc phng vn khng c thc)
Nhng cu tr li khng y .
Nhng cu tr li thiu nht qun.
Nhng cu tr li khng thch hp.
Nhng cu tr li khng c c.
7.2.2.2. Hiu chnh d liu ti trung tm

Cn c mt ngi chuyn thc hin vic hiu chnh v thng bo kp thi
cho ngi thu thp d liu trnh sai st tip theo. Trong khi kim tra, nu pht
hin thy nhng sai st thuc v ngn ng hoc ghi chp th c th hiu chnh li.
C 3 cch c s dng khi x l cc sai lm nu trn l:
-
Gp li ngi i phng vn hay ngi tr li bn cu hi lm

sng t vn .
Suy lun t cc cu tr li khc.
Loi b ton b bn cu hi np.
7.3. M ha d liu :
M ha d liu l qu trnh lin quan n vic nhn din phn loi mi cu
tr li trn mt k hiu c ch nh. y l mt bc quan trng v vic m ha
d liu ng n, hp l s gip cho my tnh d dng c c d liu v x l
chng theo yu cu ca chng ta.
7.3.1. Cu trc d liu :
Mi bn cu hi c m ha l mt mu tin (record). Mi cu tr li cho
mt cu hi ring bit c gi l bin s (variable). Mt cu hi c th to ra mt
bin s hay nhiu bin s ty theo l cu tr li c mt p ng (single
response) hay c nhiu p ng (multi responses).
C th hnh dung cu trc d liu ny gm nhiu hng v nhiu ct. Mi
hng cha d liu ca mt bn cu hi, trong khi mi ct l mi p ng tr li
D Th Chung
120
cho mi cu hi. Giao im ca hng v ct s l ni cha thng tin tr li cho

mi cu hi trong bn cu hi tng ng.
Tp hp cc mu tin c lin quan vi nhau, v d trong cng mt nghin
cu thng c cha trong mt tp tin ring
7.3.2. Nguyn tc m ha d liu
Th tc m ha d liu cn phi xem xt ngay t khi thit k bn cu hi
mc d thi im m ha d liu c th l trc hoc sau khi thu nhp d liu. Ta
cn quyt nh th tc m ha ngay khi thit k bn cu hi v c th in cc m s
(code) ngay trong bn cu hi cch lm ca cc n v nghin cu chuyn nghip.
i vi nh nghin cu, c hai dng cu hi ph thuc vo bn cht v mc
thng tin cn thu nhp, l: cu hi m v cu hi ng. Ty vo cu hi ng
c mt hay nhiu tr li m ta m ha s bin khc nhau. Cch m ha cng khc
nhau ty theo k thut thang o s dng trong cu hi v cch trnh by cu hi.
Nu cc cu hi thuc dng cu hi m, cc kh nng tr li s rt nhiu v
kh nh sn. Khi i phng vn, ngi hi s ghi nguyn vn cu tr li, v ngi
chun b d liu cn phi phn loi cc cu tr li theo nhng nhm ging nhau v
gn cho chng cc k hiu m ha. C hai cch thc hin vic ny:
Cch 1: M ha trc khi thu thp d liu
Lp mt danh sch m ha cc cu hi v tr li d kin c th xy ra trong
thc t. Trng hp ny, nh nghin cu thng tin on cc tnh hung tr li
theo kinh nghim ca cc cuc nghin cu trc hoc cc cuc nghin cu th.
Tuy nhin lun lun phi d liu nhng im bt ng hoc mi l qua nhng b
trng v tm cch cho m s sau
Cch 2: M ha sau khi thu thp d liu
Nh nghin cu i khi thu thp d liu xong mi tin hnh m ha.
Thng nh nghin cu phi xem xt ngu nhin khong 30% cc bn cu
hi c tr li tnh ton xem c khong bao nhiu loi tnh hung tr li v
m ha cc loi tnh hung , c bit l cc cu hi m tuy c khc bit nhau
D Th Chung
121
nhng vn c th phn loi v phn hng c. Sau ny khi bo co, c th ta s

ghi mt s cu dng nguyn vn ghi nhn ng mu sc ca hin thc
Sau khi xc nh ra cc loi tnh hung tr li nh nghin cu phi r
sot li ton b cc bn cu hi phng vn xem xt c cn tnh hung tr li
no khc khng ri mi tin hnh m ha. Kinh nghim thc t cho thy thun
li cho vic phn tch, chng ta khng nn phn loi qu 10 loi tnh hung tr li
cho mt cu hi m.
V d v m ha khi iu tra vi i tng sinh vin:
S th t : do ta cho s khi thu thp v sp xp li cc bn cu hi phng
vn em v theo th t tu chn nh:
-
Theo th t ngy phng vn
Theo th t ca tng phng vn vin
Theo vng, i im phng vn.
M sinh vin: c th ghi tn sinh vin c phng vn, tuy nhin nu lp

danh sch v cho m s th nhp d liu vo my s nhanh hn.
Tui: Ghi theo s tui bng 2 con s.
Gii tnh: m ho Nam l 1 v N l 0, hoc M v F.
Qun c ng: M s d dng theo qun c tn bng s, th d qun nht l
s 1. i vi qun l tn th ta t m s 20, trnh t trng m s.
Chiu cao, cn nng, s gi xem TV mi ngy u rt d m ha
Phng tin i hc l i b, xe p, gn my, xch l, taxi u c m
ho
Ht thuc l: c ht v khng ht c m ho l 1 v 0
Ch : Mt s thng tin ta khng th ly c v ngi c hi khng chi tr
li hoc ngi phng vn b st, qun ghi th ta chn mt m s th d nh (-1)
hay (99) n phi khng trng hoc c th b hiu lm vi mt m s no khc, m
s ny ch th mt gi tr khuyt (Missing Value)
D Th Chung
122
7.3.3. Lp danh b m ha: (Code book).

Danh b m ha l mt bng gm nhiu ct, trong tng ct cha nhng li
gii thch v cc m hiu c dng trong cc trng tin (bin s), v mi lin
h ca chng i vi cc cu tr li ca cc cu hi.
Chc nng ca danh b m ha l:
(1) Gip ngi lm cng vic m ha thc hin vic bin i t mt cu
tr li ra mt m hiu thch hp m my tnh c v hiu c.
(2) Gip nh nghin cu nhn din c cc bin s m h mun s
dng trong qu trnh phn tch thng k.
(3) Bng phn tch m my tnh in ra sau s gip nh nghin cu
nhn din c cc loi bin s.
Cc ct ca danh b m ha thng thng gm c:
(1) S th t ca cu hi.
(2) Vn ca cu hi (thng l tm tt ni dung cu hi).
(3) Tn ca bin s pht sinh t cu hi.
(4) Nhn ca bin s (variable label) thng c dng lm r
ngha ca tn bin s do tn bin s thng b hn ch v chiu di.
Ct ny khng bt buc.
(5) Cc gi tr m ha: l cc gi tr m bin s c th nhn c biu
din thng tin c tr li. Nhn gi tr m ho (Value Label)
thng dng m t ngha ca cc gi tr m ha.
7.4 Lm sch d liu
D liu sau khi c nhp xong, cha th c a ngay vo x l v phn
tch, cn phi tin hnh lm sch d liu trnh nhng sai st do vic nhp d
liu nh nhp sai, thiu hay tha.
Cc phng php lm sch d liu trong phn mm SPSS bao gm:
D Th Chung
123
Tm li n gin ngay trn ca s Data View bng lnh Sort Case, sp
xp d liu theo chiu tng dn (Ascending) hay chiu gim dn

(Descending).
-
Chy bng tn s cho tt c cc bin sau c sot thy cc gi tr
khc gi tr m ha. Sau ti cc bin pht hin sai st, dng lnh Find
tm v tr sai st v tin hnh chnh sa. V d chng ta m ha 1 i din
cho nam, 2 i din cho n, nhng khi chy bng tn s, thu c kt qu
sau, vy chng t c sai st trong nhp liu, thay v g 1 cho gii tnh
nam, ta g ti 2 ln thnh 11
Bng 7.1 Bng m t v mu nghin cu theo gii tnh
Frequency
Valid
Valid
Cumulative
Percent
Percent
Nam
248
49.6
49.6
49.6
251
50.2
50.2
99.8
11
.2
.2
100.0
500
100.0
100.0
Total
Percent
Chy bng kt hp hai hay ba bin ri da vo cc quan h ph hp
pht hin ra sai st. V d lp bng kt hp gia bin tui v ngh nghip
xem xt s logic. Gi s bng kt qu cho thy c trng hp 45 tui m
ngh nghip tng ng l sinh vin, tc l mt trong 2 bin tui hoc ngh
nghip b nhp sai. Sau khi pht hin li, ta dng lnh Select Cases tm
ra trng hp sai st
7.5. Phn tch v din gii d liu
7.4.1 M t d liu
D Th Chung
124
Phn tch thng k bao gm hai th tc: Thng k m t v thng k suy

din. Thng k m t nhm mc ch m t d liu, thng k suy din nhm ma
ch dng d liu ca mu suy rng cho ton b tng th. M t d liu l cng
vic ban u trong phn tch v din gii d liu. M t d liu gip nh nghin
cu c cc hiu bit c bn v mu nghin cu, t mi tin hnh phn tch mi
lin h gia cc bin. Cng c m t v trnh by d liu bao gm:
a. Bng tn s
b. Cc i lng thng k m t
c. Bng kt hp nhiu bin
d. Biu v th thng k
7.5.1. Bng tn s n gin
Bng tn s dng m s biu hin (tn s) vi tp d liu v cc biu
hin ca mt thuc tnh l bao nhiu. V d, trong tp d liu, vi thuc tnh l
gii tnh th c bao nhiu nam, bao nhiu n; thuc tnh ngh nghip th c bao
nhiu ngi l sinh vin, gio vin, nhn vin vn phngLnh c s dng
lp bng tn s trong SPSS l lnh Frequency (Analyze>Descriptive
Statistics>Frequencies)
Bng tn s n gin th hin cc dng s liu sau:
-
Tn s quan st tuyt i ng vi tng mc d liu khc nhau.
Tn s quan st tng i tnh theo t l % ca tng mc d liu so vi ton b

mu quan st.
Tn s tch ly ch r t l % ca tt c quan st c gi tr nh hn gi tr mc
d liu ang xem xt khi d liu c xp theo chiu tng dn
Bng 7.2. Bng tn s v gii tnh t SPSS
Frequency
D Th Chung
Percent
Valid
Percent
Cumulative
Percent
125

Valid
Nam
N
Total
47
53
100
47.0
53.0
100.0
47.0
53.0
100.0
47.0
100.0
Bng 7.2. Bng tn s v thu nhp c nhn
Valid
1 - 3 trieu
3 - 5 trieu
5 - 7 trieu
>7 trieu
Total
Frequency
31
45
19
5
100
Percent
31.0
45.0
19.0
5.0
100.0
Valid
Percent
31.0
45.0
19.0
5.0
100.0
Cumulative
Percent
31.0
76.0
95.0
100.0
Bng tn s c thc hin vi c kiu bin nh tnh v nh lng. Trong

trng hp bin nh lng c qu nhiu gi tr, v d khi hi v tui ca tt c cc
i tng c phng vn, vy khi lp bng tn s s rt di v d liu phn tn.
Vi dng d liu nh vy, trc khi lp bng tn s, ta tin hnh phn t tui
thnh cc nhm tui bng lnh m ha li bin (Transform > Recode > Into
Different Variables).
Bng 7.3 Bng tn s v tui c m ha li
Valid
18-25
26-35
36-45
46--60
Total
D Th Chung
Frequency
150
140
111
99
500
Percent
30.0
28.0
22.2
19.8
100.0
Valid
Percent
30.0
28.0
22.2
19.8
100.0
Cumulative
Percent
30.0
58.0
80.2
100.0
126
Bng 7.4 Bng tn s ca bin tui vi nhiu tui khc nhau
Valid
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
59
60
Total
D Th Chung
Frequency
9
8
16
19
22
26
29
21
15
13
19
16
17
10
18
8
9
15
8
6
16
14
18
10
16
7
6
10
12
7
8
8
12
3
7
4
10
9
4
2
11
2
500
Percent
1.8
1.6
3.2
3.8
4.4
5.2
5.8
4.2
3.0
2.6
3.8
3.2
3.4
2.0
3.6
1.6
1.8
3.0
1.6
1.2
3.2
2.8
3.6
2.0
3.2
1.4
1.2
2.0
2.4
1.4
1.6
1.6
2.4
.6
1.4
.8
2.0
1.8
.8
.4
2.2
.4
100.0
Valid
Percent
1.8
1.6
3.2
3.8
4.4
5.2
5.8
4.2
3.0
2.6
3.8
3.2
3.4
2.0
3.6
1.6
1.8
3.0
1.6
1.2
3.2
2.8
3.6
2.0
3.2
1.4
1.2
2.0
2.4
1.4
1.6
1.6
2.4
.6
1.4
.8
2.0
1.8
.8
.4
2.2
.4
100.0
Cumulative
Percent
1.8
3.4
6.6
10.4
14.8
20.0
25.8
30.0
33.0
35.6
39.4
42.6
46.0
48.0
51.6
53.2
55.0
58.0
59.6
60.8
64.0
66.8
70.4
72.4
75.6
77.0
78.2
80.2
82.6
84.0
85.6
87.2
89.6
90.2
91.6
92.4
94.4
96.2
97.0
97.4
99.6
100.0
127
7.5.2 Tnh cc i lng thng k m t

Cc i lng thng k m t ch c tnh vi cc bin nh lng. Cc i
lng thng k m t dng o lng khuynh hng trung tm ca d liu
(Mode, trung bnh, trung v) v khuynh hng phn tn ca d liu qua cc i
lng phng sai, lch chun, khong bin thin. Cc i lng thng k m
t thng s dng trong SPSS l:
Mean:
Trung bnh cng
Mode:
Gi tr c tn s quan st ln nht
Std.Deviation lch chun

Minimum:
Gi tr nh nht
Maximum:
Gi tr ln nht
SE mean:
Sai s chun khi c lng trung bnh
Vic tnh ton cc i lng ny c thc hin ngay khi lp bng tn s

n gin qua lnh Frequencies, sau chn nt Statistics. Chng ta cng s
dng lnh Frequencies kt hp tnh tn s ng thi tnh cc i lng thng
k m t.T y, chng ta cng c th v cc biu tn s bng cch nhn vo
nt Chart trong hp thoi Frequencies
Hnh 7.1
D Th Chung
128
Cch th hai tnh cc i lng thng k m t l s dng lnh

Analyze>Descriptive Statistics>Descriptives. Lnh ny ch cho ra kt qu tnh
ton cc i lng thng k m t m thi.
7.5.3 Bng tng hp nhiu bin
Sau phn m t tn s ca tng bin qua bng tn s n gin, tip theo
chng ta s tin hnh kho st mi lin h gia cc kt hp ca cc bin m chng
ta quan tm gii quyt vn nghin cu. Vi bng tn s n gin ch cho bit
s phn b ca mt bin c ti mt thi im no , v c th khng em li y
thng tin cho d liu. Hu ht cc d liu c th c t chc hnh thc cao
hn cho ra nhng thng tin ph thm. Bng tng hp nhiu bin hay bng so
snh ton din chnh l hnh thc m rng ca bng mt chiu nh nghin cu
c th nghin cu mi lin h gia hai hay nhiu bin bng cch ng thi m
tn s xut hin tng bng mt chiu.
Ngoi vic th hin mi lin h gia cc bin, bng kt hp nhiu bin i
khi cn c th gip ta pht hin nhng sai st trong d liu nh trong phn lm
sch d liu trnh by
Ty vo yu cu thng tin m nh nghin cu cn c, ta s tin hnh lp
cc bng kt hp cc bin nh sau:
Bng kt hp gia hai bin nh tnh
Bng kt hp gia ba bin nh tnh
Bng kt hp gia mt bin nh tnh vi mt bin nh lng
Bng kt hp gia hai bin nh tnh v mt bin nh lng
V d: Khi yu cu v thng tin i hi ta phi xem xt tn s hay tn sut
ca cc biu hin ca mt bin nh tnh theo s phn loi ca mt bin khc cng
dng nh tnh. V d, ta mun bit s ngi trong tui t 18 n 25 trong
D Th Chung
129
mu quan st l bao nhiu nam, bao nhiu n. Vy ta phi lp bng kt hp gia

gii tnh v nhm tui phn tch d liu.
Trong SPSS, chng ta c th dng lnh Analyze > Tables > Basi
Tables/General Tables hoc Bng tn s phc tp Tables of Frequencies
Bng 7.5 C cu mu iu tra v tui theo tng nhm gii tnh
Gii tnh
Nam
N
Tan so
% theo cot
Tan so
% theo cot
o tuoi 18-25
26-35
36-45
46--60
Tong
58
71
68
52
249
23.3%
28.5%
27.3%
20.9%
100.0%
92
69
43
47
251
Tong
Tan so
36.7%
27.5%
17.1%
18.7%
100.0%
% theo cot
150
140
111
99
500
30.0%
28.0%
22.2%
19.8%
100.0%
T bng trn, ta thy c trong mu iu tra, c tng cng 150 ngi

trong tui thanh nin (t 18 n 25 tui), chim 30% trong tng s mu iu
tra, trong c 58 nam v 92 n. S n trong tui thanh nin chim 36.7%
trong tng s n, cao hn t l nam thanh nin trn tng s nam (23.3%)
Bng 7.6 C cu tui theo gii tnh ti hai thnh ph
7.5.4 M t d liu bng th
Mc d bng tn s rt hu dng trong vic tm lc v trnh by d liu
s ln nhng t c mc ch th hin thng tin sinh ng, trc quan v
28
33
30
27
118
23.7%
28.0%
25.4%
22.9%
Ha Noi
N
40
39
22
31
132
30.3%
29.5%
16.7%
23.5%
100.0%
100.0%
Nam
Count o tuoi
Col
%
Tong
o tuoi
Tong
D Th Chung
18-25
26-35
36-45
46--60
18-25
26-35
36-45
46--60
68
72
52
58
250
27.2%
28.8%
20.8%
23.2%
30
38
38
25
131
22.9%
29.0%
29.0%
19.1%
TPHCM
N
52
30
21
16
119
43.7%
25.2%
17.6%
13.4%
100.0%
100.0%
100.0%
Tong
Nam
Tong
82
68
59
41
250
32.8%
27.2%
23.6%
16.4%
100.0%
130
hp dn th th l ct cng c hiu qu. Phng php th thng k s dng

con s kt hp vi cc hnh v, ng nt v mu sc trnh by cc c im s
lng ca hin tng. Chnh v vy, ngoi tc dng phn tch gip ta nhn thc
c nhng c im c bn ca hin tng bng trc quan mt cch d dng v
nhanh chng, th thng k cn l mt phng php trnh by cc thng tin
thng k mt cch khi qut v sinh ng, cha ng tnh m thut; thu ht s ch
ca ngi c, gip ngi xem d hiu, d nh nn c tc dng truyn t hiu
qu tt.Cc dng th thng s dng bao gm:
th thanh (Bar Chart): Trn th ny, mi thanh i din mt phn
loi ca bin (tiu thc thng k) m ta quan tm, chiu di ca thanh th
hin tn s hay tn sut ca cc quan st. th dng thanh c 2 loi l
th thanh ng v th thanh ngang. Vic la chn hai dng ny ty
thuc vo quyt nh ca ngi dng th
Hnh 7.2 Cc dp s dng qun Jeans(biu thanh ngang v thanh ng)
i chi
96%
i m ua sm
96%
i n ung (vi nhiu ngi)
95%
i do (i hng m t)
83%
i d tic
79%
i lm vic nhng ngy trong

tun
50%
i hi hp
41%
i lm vic nhng ngy cui tun

(th Su/ th By hay Ch Nht)
41%
D Th Chung
i hc
25%
i giao dch vi khch hng
24%
131
95%
79%
96%
96%
83%
50%
41%
24%
41%
25%
Vy nhn vo hai biu trn, chng ta cng nhn thy rng trng hp
no nn s dng biu thanh ngang v trng hp no s dng thanh ng. R
rng, vi cc mc phn loi pht biu thnh cu di v c nhiu biu hin, chng
ta s thun tin hn nu dng biu thanh ngang, biu thanh ng thch hp
vi cc bin c t phn loi hn. Biu thanh c dng biu hin qu trnh
pht trin, phn nh c cu v thay i c cu hoc so snh cng nh biu hin
mi lin h gia cc hin tng.
Biu hnh trn (Pie Chart)
Biu hnh trn thuc nhm biu din tch. Tng din tch ca c hnh l
100%, th din tch tng phn tng ng vi mi b phn phn nh c cu ca b
phn .
Biu din tch hnh trn cn c th biu hin c c c cu, bin ng c
cu kt hp thay i mc ca hin tng. Trong trng hp ny s o ca gc
cc hnh qut phn nh c cu v bin ng c cu, cn din tch ton hnh trn
phn nh quy m ca hin tng
D Th Chung
132
Ch rng c mt s nghin cu v kh nng nhn thc th ca con ngi

nhn thy rng th hnh trn thng km trc quan hn th hnh thanh, v
mt con ngi thng nh gi tt hn khi so snh chiu di ca cc thanh trn
mt thang c nh.
Hnh 7.3 T l sinh vin theo hc cc chuyn ngnh
Kinh t hc
9%
Thng mi
16%
Kinh t hc
9%
Marketing
Marketing
25%
Ti chnh
ngn hng
18%
25%
K ton
Ti chnh ngn hng
Thng mi
32%
18%
16%
K ton
32%
th ng gp khc
th ng gp khc l loi th thng k biu hin cc ti liu bng mt
ng gp khc ni lin cc im trn mt h to , thng l h to vung
gc.
th ng gp khc c dng biu hin qu trnh pht trin ca hin
tng, biu hin tnh hnh phn phi cc n v tng th theo mt tiu thc no ,
hoc biu th tnh hnh thc hin k hoch theo tng thi gian ca cc ch tiu
nghin cu.
Trong mt th ng gp khc, trc honh thng c biu th thi gian,
trc tung biu th mc ca ch tiu nghin cu. Cng c khi cc trc ny biu
th hai ch tiu c lin h vi nhau, hoc lng bin v cc tn s (hay tn sut)
tng ng. phn chia trn cc trc cn c xc nh cho thch hp v c nh
hng trc tip n dc ca th. Mt khc, cn ch l trn mi trc to
chiu di ca cc khong phn chia tng ng vi s thay i v lng ca ch
D Th Chung
133
tiu nghin cu phi bng nhau.

Hnh 7.4 ng gp khc phn nh mc tiu th c ph ti th trng Vit Nam
qua cc nm
1.000,00
900,00
800,00
700,00
600,00
500,00
400,00
300,00
200,00
100,00
1996
1997
1998
1999
2000
2001
2002
2003
Nm
D Th Chung
134
CU HI V THO LUN
1.
V sao phi hiu chnh d liu? Trnh by cc phng php hiu chnh
d liu bng SPSS
2.
M ha d liu l g? V sao phi m ha d liu? M ha cu hi

ng v cu hi m c g khc nhau?
3.
Hy m ha cc cu hi sau y?
a) Bn nh gi kh nng ca bn v vic s dng cc phn mm sau y:

Tt
Kh
Trung bnh Khng bit s dng
MS Word
MS Excel
MS Access
MS Power Point
Corel Draws
SPSS
Phn mm khc
b) Khi i mua xe hi mt ca hng, bn hy sp xp th t cc yu t sau
theo mc quan trng ca n gim dn t (1 n 6).
----Gi c thch hp
----Xe va
----Ngi bn quen bit trc
----V tr ca hng thun li
----Dch v bn hng tt
----c bn b hay ngi thn gii thiu
4.
Trnh by u im, nhc im ca hai phng php m ha d liu

dichotomy v category.
5.
M t d liu bng bng v th c u nhc im g? Khi no nh

nghin cu m t d liu bng biu hnh trn, hnh thanh.
D Th Chung
135
D Th Chung
136
CHNG 8
KIM NH GI THUYT THNG K

I.
Mc tiu chng
Chng ny gip sinh vin:
II.
Hiu c bn cht v cc khi nim gi thuyt nghin cu
Bit cc bc kim nh gi thuyt
Nm c cc loi kim nh gi thuyt thng gp
Bit cch thc hin kim nh v c kt qu kim nh t SPSS

Ni dung chng
1. Khi nim gi thuyt nghin cu
2. Kim nh v mi lin h gia hai bin nh tnh
3. Kim nh v tr trung bnh tng th
4. Phn tch phng sai ANOVA
III. Ni dung chi tit:

8.1 Nhng khi nim v gi thuyt thng k
8.1.1 Gi thuyt thng k ( Statistical Hypothesis)
L mt gi s hay mt pht biu c th ng, c th sai lin quan n tham
s ca mt hay nhiu tp hp chnh.
chng 7, chng ta tin hnh lp cc bng kt hp gia cc bin nh
tnh v nh lng, ta ch mi m t nhng mi quan h m ta nhn thy trong
mu. Nhng mc tiu ca chng ta hng n khng phi l mu m l tng th.
V th ngoi vic thc hin thng k m t, chng ta s thc hin thm thng k
suy din. Thng k suy din l qu trnh s dng cc thng tin trn mu rt ra
kt lun v cc c im ca tng th. Vy bit c kt qu trn mu c
mnh thuyt phc rng n c ng vi c im tng th hay khng, chng ta
phi c bng chng thng k, do ta thc hin cc php kim nh. Trong phm
vi chng, chng ta s tm hiu v kim nh mi lin h gia cc bin (kim nh
D Th Chung
137
tnh c lp) v kim nh gi thuyt v tham s ca mt tng th. Thng thng

i vi tham s cha bit ca tp hp chnh ta c th a ra nhiu gi thuyt v
. Vn t ra l lm th no kim nh c gi thuyt no thch hp vi cc s
liu ca mu quan st c (x1, x2, , xn ).
8.1.2 Gi thuyt khng (gi thuyt thun) v gi thuyt ngc li (i thuyt)
Gi thuyt khng: l s gi s m ta mun kim nh thng c k hiu l Ho.
Gi thuyt i: Vic bc b gi thuyt khng s dn n vic chp nhn gi thuyt
ngc li. Gi thuyt ngc li thng c k hiu l H1.
V d
Kim nh gi thuyt Ho: o c th = o
Vi H1: < o
Kim nh gi thuyt Ho: o c th = o
Vi H1: > o
Kim nh gi thuyt Ho: = o
Vi H1: o
8.1.3 Cc loi sai lm trong vic kim nh gi thuyt thng k
Vic kim nh gi thuyt thng k c th phm phi 2 loi sai lm
a) Sai lm loi I (type I error)
L loi sai lm m chng ta phm phi trong vic bc b gi thuyt Ho khi
Ho ng. Xc sut ca vic bc b Ho khi Ho ng l xc sut ca sai lm loi I v
c k hiu l
= P ( bc b Ho / Ho ng) = P(Sai lm loi I)
: cn c gi l mc ngha ( level of significance)
= 0,05; 0,01 ; 0,001
D Th Chung
138
b) Sai lm loi II (type II error)

L loai sai lm m chng ta phm phi khi khng bc b gi thuyt Ho khi
Ho sai. Xc sut ca vic khng bc b Ho khi Ho sai l xc sut ca sai lm loi II
v c k hiu l .
= P (khng bc b Ho /Ho sai) = P( sai lm loi II)
Bng 8.1
Quyt nh v gi
Bn cht ca Ho
thuyt khng Ho
Ho ng
Ho sai
Khng bc b
Quyt nh ng
Sai lm loi II
(chp nhn)
Prob = 1-
Prob =
Sai lm loi I
Quyt nh ng
Prob =
Prob = 1
Bc b
( = mc ngha ca kim nh
8.1.4 Min bc b v min chp nhn

Tt c cc gi tr c th c ca cc i lng thng k trong kim nh c
th chia lm 2 min: min bc b v min chp nhn.
Min bc b l min cha cc gi tr lm cho gi thuyt Ho b bc b.
Min chp nhn l min cha cc gi tr gip cho gi thuyt Ho khng b
bc b.
Tuy nhin, cn nh rng, s tht bi trong vic loi b Ho khng ng ngha vic
bn chng minh c Ho ng, ch l bn cha c bng chng thng k
D Th Chung
139
loi b n m thi. Gi tr chia i hai min c gi l gi tr gii hn (Critical

value)
8.1.2 Cc bc kim nh gi thuyt thng k bng SPSS
Cc bc kim nh gi thuyt thng k thng thng gm 6 bc:
(1) Bc 1: Thnh lp gi thuyt Ho. V d: Ho: = o
(2)
Bc 2: Thnh lp gi thuyt H1. V d: H1: o
(3) Bc 3: Xc nh mc ngha
(4) Bc 4: Chn cc tham s thng k thch hp cho vic kim nh v xc
nh cc min bc b, min chp nhn v gi tr gii hn.
(5) Bc 5: Tnh ton cc gi tr ca cc tham s thng k trong vic kim nh
da trn s hiu ca mu ngu nhin.
(6) Bc 6: Ra quyt nh: Nu cc gi tr tnh ton ri vo min bc b Ho th
ra quyt nh bc b Ho. Ngc li s chp nhn Ho.
Nh c cng c h tr SPSS, chng ta c th thc hin kim nh nhanh chng v
d dng qua cc bc sau y:
-
Bc 1: Xc nh php kim nh cn thc hin
Bc 2: t gi thuyt
H0: khng .
H1: c
Bc 3: Thc hin kim nh bng SPSS
Bc 4: c s Sig v so snh vi s
Nu Sig. >= => chp nhn Ho
Nu Sig. < => bc b Ho
8.2 Kim nh mi lin h gia cc bin nh tnh

D Th Chung
140
Kim nh mi lin h gia cc bin l mt php kim nh thng c s

dng trong phn tch thng k. kim nh xem c mi lin h no gia hai bin
nh tnh trong tng th hay khng, kim nh Chi-bnh phng l phng php
ph bin nht. Kim nh Chi bnh phng c p dng trong trng hp bin
nh tnh vi cc thang o nh danh v th bc, c th l:
Kim nh mi lin h gia 2 bin nh danh vi nhau, v d nh
mun tm hiu mi quan h gia gii tnh v vic chn ngnh hc.
Kim nh mi lin h gia mt bin nh danh v mt bin th t.
V d: Tm hiu mi lin h gia quan nim v cuc sng v trnh
hc vn
Kim nh mi lin h gia hai bin th t: v d nh tui c nh
hng ti mc quan tm n ch gia nh
SPSS cung cp nhiu gi tr thng k c thit k o mc ca quan
h gia hai bin nh tnh. Hai s o hu dng l Phi v Cramer's V.
Cramer's V v Phi l nhng thng k c quan h mt thit. Cramer's V
c dng thng dng hn v n ch c hai gi tr gia 0 v 1. Gi tr 0
(zero) cho bit khng c mi quan h no v 1 cho bit c mi quan h
hon ho.
Thng k Chi-square khng phi l s o mc cht ch ca mi quan h.
Khng th kt lun rng mi quan h gia gii tnh v mc sng l quan trng, v
n ch c ngha thng k (tc l cc thng k ny khng th hin mc cht
ch ca mi quan h). Khi tho lun cc kt qu cn xem xt mc quan h
trong mu cng nh ngha ca n (v phn trm theo dng v ct).
Thng k Chi-square ch ph hp nu c y d liu. Theo kinh nghim,
nu c hn 20% c tn s k vng nh hn 5, th Chi-Square l khng thch hp.
Trong trng hp ny cn tin hnh gom bin bng lnh Recode.
V d, nh nghin cu cho rng c s khc bit gia gii tnh v mc quan tm
ti ch gia nh. y l kim nh gia mt bin nh danh (gii tnh) v mt
D Th Chung
141
bin th bc (mc quan tm). Tin hnh kim nh bng SPSS ta c kt qu

sau:
Quan tam ti gia nh * gii tnh Crosstabulation
Bng 8.2
gii tnh
Nam
Gia nh
Quan tam nhat Count
Quan tam nh
% within Gia
nh
Count
Quan tam ba
% within Gia
nh
Count
% within Gia
nh
Count
Total
% within Gia
nh
Bng 8.3
Total
N
9
13
22
40.9%
59.1%
100.0%
27
31
58
46.6%
53.4%
100.0%
25
22
47
53.2%
46.8%
100.0%
61
66
127
48.0%
52.0%
100.0%
Chi-Square Tests
Value
Pearson Chi-Square
Asymp. Sig.
(2-sided)
df
.999(a)
.607
1.002
.606
Linear-by-Linear Association
.989
.320
N of Valid Cases
127
Continuity Correction
Likelihood Ratio
a 0 cells (.0%) have expected count less than 5. The minimum expected count is 10.57.
Bng kt qu 4.1 cho ta thy dng nh c s lin h gia gii tnh v mc

quan tm ti gia nh, kt qu cho thy n quan tm n gia nh hn nam. Nhng
c kt qu kim nh Chi bnh phng, ta c Sig. > 0.05, nn ta khng bc b gi
thuyt Ho. Kt lun rng vi tp d liu mu, ta cha c bng chng ni
rng gii tnh c lin h vi mc quan tm gia nh.
Vy, chng ta cn ch ng cc biu hin trong mu nh la chng
ta, ch qua kim nh thng k mi cho kt lun chnh xc v tng th.
D Th Chung
142
8.3
Kim nh gi thuyt trung bnh tng th
8.3.1 Kim nh gi thuyt v tr trung bnh ca mt tng th

Phng php kim nh tr trung bnh mt mu c dng kim nh c
hay khng s khc bit ca gi tr trung bnh ca mt bin vi mt gi tr c th.
Gi thuyt Ho cho rng gi tr trung bnh cn kim nghim th bng vi mt con s
c th no .
Phng php kim nh ny dng cho bin dng thang o khong cch hay
t l (bin nh lng). Ta s loi b gi thuyt ban u khi kim nghim cho ta ch
s Sig. nh hn mc tinh cy (0.05).
Cch thc hin trong SPSS:
Chy lnh Compare Mean > One-Sample T Test
La chn bin cn so snh bng cch di chuyn vt en v chuyn n vo
hp thoi Test Variable(s), nhp gi tr cn so snh vo hp thoi Test Value
Options xc nh tin cy cho kim nghim, mc nh l 95% v cch x l
i vi cc gi tr khuyt
V d ta tin hnh phng vn 100 khch hng v nhn hiu Tr xanh Khng
, cu hi theo thang o khong nh sau:
Q10. Anh(ch) hy cho bit mc ng ca mnh vi nhn xt sau v Tr
xanh Khng :
Tr Xanh Khng l nhn hiu c nhiu ngi a thch
Hon ton
khng ng
1
Hon ton
ng
5
Sau khi thu thp d liu, chng ta mun kim nh xem trung bnh ca bin ny c
bng hay khc 3 (3 l mt gi tr mun kim nh). Tin hnh trn SPSS, thu c
kt qu sau:
Bng 8.3 Kt qu kim nh t vi SPSS
D Th Chung
143
a)Tm tt
One-Sample Statistics
N
Nhan hieu c nhieu
ngi a thch
100
Std.
Deviation
Mean
3.86
.792
Std. Error
Mean
.079
b) Kt qu kim nh
One-Sample Test
Test Value = 3
Sig. (2tailed)
Df
Mean
Difference
95% Confidence
Interval of the
Difference
Lower
Nhan hieu c nhieu

ngi a thch
10.864
99
.000
.86
.70
Upper
1.02
Kt qu trong bng trn cho ta thy, gi tr trung bnh ca bin trn l 3.86.
Gi tr Sig. = 0. Nh vy, trung bnh ca bin kim nh khc vi 3. Nhn vo
khong tin cy ca c lng (95%), chng ta thy gi tr thp nht ca m ng
th trng l 3.7 (3+0.7) v gi tr ln nht l 4.02 (3+1.02). Vy ta kt lun gi tr
trung bnh ca bin trn ln hn 3.
8.3.2. Kim nh gi thuyt v s bng nhau v trung bnh ca hai tng th
8.3.2.1 Trng hp hai mu c lp (s dng gm 1 bin nh lng v 1 bin
nh tnh c 2 phn loi)
Khi mun so snh tr trung bnh v mt ch tiu nghin cu no gia 2
i tng ta quan tm, chng ta s dng php kim nh trung bnh t cho 2 mu
c lp, c gi tt l kim nh trung bnh hai mu c lp (Independentsamples T-test). Kim nh ny dng cho hai mu c lp, dng d liu l dng
thang o khong cch hoc t l (bin nh lng) tnh trung bnh v 1 bin
nh tnh dng phn loi nhm so snh.
D Th Chung
144
Cc d liu cn so snh nm trong cng mt bin nh lng, ta tin hnh

nhm cc gi tr thnh hai nhm tin hnh so snh. Gi thuyt ban u cn
kim nh l gi tr trung bnh ca mt bin no bng nhau gia hai nhm mu
v chng ta s t chi gi thuyt ny khi m ch s Sig. nh hn mc ngha
(thng l 0.05)
Trc khi tin hnh kim nh trung bnh, ta cn phi thc hin mt kim
nh khc m kt qu ca n nh hng rt quan trng n kim nh trung bnh,
l kim nh s bng nhau ca hai phng sai tng th. Kim nh ny c tn l
Levene test v SPSS s gip chng ta thc hin kim nh ny. Kt qu ca kim
nh Levene nh hng ti kim nh t nh sau:
Nu gi tr Sig. trong kim nh Levene < 0.05 (SPSS mc nh tin cy
95%) th phng sai ca hai tng th khc nhau, ta s s dng kt qu kim
nh t phn Equal variances not assumed.
Nu gi tr Sig. trong kim nh Levene > 0.05 (SPSS mc nh tin cy
95%) th phng sai ca hai tng th khng khc nhau, ta s s dng kt
qu kim nh t phn Equal variances assumed.
Ch trong trng hp bin nh tnh phn lai mu c lp ra nhiu hn
2 nhm (v d bin hc vn phn thnh 5 nhm), chng ta c 2 phng php thc
hin ty theo mc ch yu cu.
-
Hoc ln lt so snh tng cp nhm vi nhau cho n khi khng cn cp

no. V d so snh nhm cp 1 vi cp 2, cp 2 vi cp 3, cp 3 vi i
hc
Hoc chia mu thnh 2 nhm ln: nhm trnh ph thng v nhm trn
ph thng bng cch dng Cut Point trong Define Group. M s nhp vo
Cut Point l m s dng chia mu thnh 2 nhm ln. Trong v d trn
s 4 s c nhp vo Cut Point
Cch thc hnh trong SPSS:
D Th Chung
145
Analyze>Compare means>Independent sample t-test
Chuyn bin nh lng cn so snh trung bnh vo hp thoi Test

variable(s). Ta c th chn nhiu bin nh lng so snh.
nh ra cc nhm cn so snh vi nhau (thng l bin nh danh) di

chuyn vo hp thoi Grouping variable.
Cng c Define Groups cho php ta nh ra hai nhm cn so snh vi

nhau. C hai cnh nh nhm so snh:
(1) S dng con s c th, nhp hai gi tr i din cho hai nhm cn so
snh trong bin vo Group 1 v Group 2
(2) Cch th hai s dng Cut point, nhp gi tri phn cch cc gi tr
trong bin thnh hai nhm. Ton b cc trng hp c gi tr (con s
m ha) nh hn gi tr c nhp vo trong cut point s nh ra mt
nhm, v ton b cc trng hp c gi tr m ha ln hn hoc
bng gi tr trong Cut point s to ra mt nhm khc.
Options xc nh tin cy cho kim nghim, mc nh l 95% v

cch x l i vi cc gi tr khuyt
V d, Gi s chng ta mun tm hiu c s khc nhau hay khng gia nam
v n i vi mt chng trnh qung co ca nhn hiu X. Tin hnh phng vn

100 i tng v phn tch d liu thu c kt qu sau
Bng 8.4 Kt qu kim nh trung bnh 2 mu c lp
Group Statistics
Thai o vi
quang cao
gii tnh
Nam
N
N
47
53
Mean
3.13
3.60
Std.
Std. Error
Deviation
Mean
1.227
.179
.947
.130
Independent Samples Test
D Th Chung
146

Thai o vi quang cao
Equal variances
Equal variances not
assumed
assumed
Levene's Test
for Equality of
Variances
t-test for
Equality of
Means
1.567
Sig.
.214
-2.185
-2.152
98
86.197
Sig. (2-tailed)
.031
.034
Mean Difference
-.48
-.48
Std. Error Difference
.218
.221
-.909
-.916
-.044
-.036
Df
95%
Confidence
Interval of the
Difference
Lower
Upper
Nhn vo bng kt qu trn, ta thy gi tr Sig. trong kim nh Levene ln

hn 0.05, vy phng sai ca 2 gii tnh khng khc nhau, ta s c kt qu kim
nh t phn Equal variances not assumed. Gi tr Sig. trong kim nh t = 0.34 >
0.05. Vy khng c s khc bit v thi vi qung co gia nam v n
8.3.2.2 Kim nh t theo tng cp mu
y l dng kim nh dng cho hai bin trong cng mt mu c lin h
vi nhau, d liu dng thang khong cch hoc t l. N tnh ton s khc bit
gia cc gi tr ca hai bin cho mi trng hp v kim nh xem gi tr trung
bnh cc khc bit c khc 0 hay khng.
Gi thuyt ban u c a ra l gi tr trung bnh ca cc khc bit l
bng 0. V ta s loi b gi thuyt ny trong trng hp kim nh cho kt qu
Sig. nh hn mc ngha (0.05)
iu kin yu cu cho loi kim nh ny l kch c hai mu so snh phi
bng nhau. Cc quan st cho mi bn so snh phi c thc hin trong cng
nhng iu kin ging nhau. Cc khc bit t gi tr trung bnh ca hai mu phi
l phn phi chun hoc s lng mu ln xp x l phn phi chun
D Th Chung
147
Phng php so snh tng cp nh trn c u im hn phng php so

snh hai mu c lp ch:
- N khng cn gi thit g v phng sai ca hai tng th chung
- N thng cho kt qu chnh xc hn v b c cc nhn t ngoi lai
nh hng n gi tr trung bnh. Tuy nhin nhc im ca n l vic b tr th
nghim (iu tra) phc tp hn,
Cch thc hin bng SPSS
Analyze > Compare Mean > Paired Sample T test
Ln lt chn 2 bin nh lng chuyn sang phi
OK
V d, nh nghin cu mun tm hiu mc a thch vi hai sn phm A
v B. Nh nghin cu tin hnh mt cuc phng vn i tng l 100 ngi sau
khi cho h dng th ln lt 2 sn phm. Cu hi phng vn s dng thang o
khong vi 5 im nh sau:
Anh(ch) vui lng cho bit mc a thch vi cc sn phm ny:
1. Sn phm A
Rt khng thch
Rt thch
2. Sn phm B
Rt khng thch
Rt thch
Sau khi thu thp, nhp d liu v tin hnh kim nh bng SPSS, kt qu c
th hin bng sau:
Bng 8.5. Kt qu kim nh trung bnh, trng hp mu cp
Paired Samples Statistics
Mean
Pair 1
San
D Th Chung
3.42
N
100
Std.
Deviation
Std. Error
Mean
1.174
.117
148

pham A
San
pham B
3.50
100
1.000
.100
Paired Samples Test
Pair 1
San pham A
- San pham B
Paired
Differences
Mean
Std. Deviation
-.08
.961
Std. Error Mean
.096
95%
Confidence
Interval of the
Difference
Lower
-.27
Upper
T
Df
Sig. (2-tailed)
.11
-.833
99
.407
Bng kt qu cho thy khng c s khc bit gia mc a thch sn

phm A v B (Sig.= 0.407 > 0.05) mc d im trung bnh ca sn phm B cao
hn sn phm S l 0.8. Vy ta thy rng trong trng hp kt qu kim nh c gi
tr Sig.>0.05 th nu trung bnh hai mu c khc nhau th l do chn mu ch
trong tng th th s a thch hai sn phm l nh nhau.
8.3.4 Phn tch phng sai mt chiu (One way ANOVA)
L s m rng ca kim nh t bi phng php ny gip ta so snh tr
trung bnh ca 3 nhm tr ln. Phn tch phng sai c dng kim nh gi
thuyt cc tng th nhm c tr trung bnh bng nhau. Phng php kim nh s
m rng cho trng hp so snh trung bnh ca nhiu tng th c xy dng trn
vic xem xt cc bin thin (phng sai) ca cc gi tr quan st trong ni b tng
nhm (mu) v gia cc nhm (mu) vi nhau. C 2 th tc phn tch phng sai:
ANOVA 1 yu t v ANOVA nhiu yu t. Trong chng trnh mn hc ny, ch
cp n phn tch phng sai mt yu t m thi
D Th Chung
149
Phn tch phng sai mt yu t c p dng trong trng hp chng ta

ch s dng 1 bin yu t phn loi cc quan st thnh cc nhm khc nhau, v
d trng hp nh nghin cu mun tm hiu c s khc nhau v tui v mc
nh gi tm quan trng ca vic c tnh yu trong cuc sng hay khng vi
thang im 7 mc (1 l Khng quan trng n 7 l Rt quan trng). y ta c
bin nh lng l bin nh gi tm quan trng t 1 n 7, bin phn loi l bin
tui vi 4 nhm khc nhau: (1) T 18-25, (2) t 26-35, (3) t 36 - 45 v (4) t
46-50.
Cch thc hnh SPSS:
Chn Analyze>Compare Means>One way ANOVA
a bin nh lng (bin ph thuc) vo Dependent List
a bin nh tnh (bin kim sot hay bin c lp) vo Factor (yu cu
phi c ba gi tr tr ln trong bin kim sot ny). Bin kim sot ny cho
php ta phn cc gi tr trung bnh theo tng nhm kim nh. Thao tc
n y cho php ta a ra kt lun liu cc trung bnh ca cc nhm c
bng nhau hay khng.
Chn Options>Chn Descriptive v Homogeneity-of variance >
Continue > OK
Lu : C th chn Post Hoc cng lc kim nh tin hnh kim nh
so snh s khc bit gia cc nhm vi nhau v la chn cc phng php kim
nh thch hp trong cc la chn sau:
- LSD: tng t kim nh t

- Bonferroni: tng t LSD c iu chnh
- Tukey: hiu qu hn Bonferroni khi s cp ln
- Scheffe: kim nh thn trng, cn c s khc bit ln
- R-E-G-W: dng cho kch c mu bng nhau v kim nh 2 bc
- Dunnett: so snh cc mu vi mu cui
- Nu phng sai khc nhau nn chn Tamhanes
D Th Chung
150
Gi s tin hnh phn tch ANOVA theo v d trn, ta c kt qu nh sau:

Bng 8.6
a) Descriptives
Co tnh yeu
18-25
N
Mean
Std. Deviation
Std. Error
95%
Confidence
Interval for
Mean
Minimum
Maximum
Lower Bound
Upper Bound
26-35
36-45
46--60
Total
150
5.89
140
5.82
111
5.53
99
5.34
500
5.68
1.272
1.431
1.381
1.255
1.352
.104
5.68
.121
5.58
.131
5.27
.126
5.09
.060
5.56
6.09
6.06
5.79
5.59
5.80
1
7
1
7
1
7
1
7
1
7
b) Test of Homogeneity of Variances
Co tnh yeu
Levene Statistic
df1
df2
1.607
Sig.
.187
496
c) ANOVA
Co tnh yeu
Sum of
Squares
Between
Groups
Within
Groups
Total
Mean
Square
df
22.866
7.622
889.572
496
1.793
912.438
499
F
4.250
Sig.
.006
Bng kt qu th 3 trnh by kt qu phn tch ANOVA, vi mc ngha quan st

Sig. = 0.091,gi s ta chp nhn tin cy ca kim nh l 90% (mc ngha l
0.1%), ta kt lun c s khc bit c ngha thng k gia 4 nhm tui v s nh
D Th Chung
151
gi mc quan trng ca yu t c tnh yu. Bng thng k m t cho ta thy

mc quan trng ca yu t tnh yu dng nh ngy cng gim khi tui
cng cao.
D Th Chung
152
CU HI V THO LUN
1. Gi thuyt thng k l g? V sao phi kim nh gi thuyt thng k
2. Cho bit s ging nhau v khc nhau trong 2 phng php kim
nh t (cho mu cp v cho mu c lp). Hy thit k hai nghin
cu trong c s dng hai phng php kim nh ny khi phn
tch d liu
3. Trong d n nghin cu m nhm anh (ch) chn trong chng 1,
hy trnh by cc phng php kim nh m cc anh(ch) d kin s
thc hin.
D Th Chung
153
CHNG 9
BO CO KT QU NGHIN CU
I. Mc tiu chng
Chng ny gip cho sinh vin
-
Hiu c vai tr v chc nng ca bn bo co
Phn loi c cc dng bo co nghin cu
Bit cc ni dung cn c ca mt bo co nghin cu ni chung v

bo co dnh ring cho nh qun tr
Nm c cc nguyn tc vit bo co
Bit cch trnh by bo co trc nh qun tr
II. Ni dung chng

1. Vai tr, chc nng ca bn bo co
2. Phn loi bo co nghin cu
3. Ni dung bo co dnh cho nh qun tr
4. Cc nguyn tc son tho bo co
5. Cc nguyn tc trnh by bo co
9.1. Vai tr, chc nng ca bn bo co
Mc tiu ca mt cuc nghin cu tip th chnh l tm kim nhng thng tin
cn thit nhm h tr cho cc nh qun tr gii quyt cc vn marketing. Ngi
s dng kt qu nghin cu trnh by cc chng u tin. C th l nu bn
l nhn vin thuc b phn nghin cu th trng ca cng ty, ngi s dng kt
qu nghin cu l cc nh qun tr marketing ca cng ty bn. Mt khc, khi bn
l mt cng ty nghin cu c lp, chuyn thc hin cc nghin cu theo nhu cu
ca khch hng, th ngi s dng kt qu nghin cu chnh l cc nh qun tr
marketing ca cc cng ty ny. i khi, cc khch hng c th l cc chuyn vin
nghin cu th trng ca cng ty, h l nhng chuyn vin c kinh nghim
D Th Chung
154
chuyn lm nhim v hoch nh nghin cu v thu cc cng ty nghin cu th

trng c lp thc hin. V vy, hiu c khch hng ca mnh l ai v khu
v ca khch hng l cng vic quan trng u tin trc khi bt tay vo vic
thc hin mt bo co nghin cu.
Bn bo co c xem l t yu cu v thnh cng khi trnh by c r
rng, c thng k mt cch h thng v y nhng thng tin thu thp c v
xc nh c mt cch chc chn nhng iu trc y cn m h hoc pht hin
ra nhng c hi hoc vn th trng, sau cn a ra nhng ngh c tnh
cch thuyt phc cc cp qun tr (ngi s dng bo co) mt s hot ng tip
th hoc hng nghin cu xa hn gp phn gii quyt nhng vn pht
hin.
Bn bo co gi c cc vai tr (chc nng) chnh sau y:
Th nht : Bn bo co l mt phng tin sp xp h thng cc d liu km
theo nhng phn tch v thuyt minh kt qu bo co, ng thi l ti liu tham
kho cho nhng nh nghin cu marketing trong tng lai
Th hai: Cht lng ca cuc nghin cu c ngi c nh gi thng
qua bn bo co, do uy tn cho nh nghin cu ty thuc kh nhiu vo bn bo
co nghin cu. Cc nh qun tr thng t tip xc vi nh nghin cu trong cng
ty cng nh cc nh nghin cu bn ngoi, v th h ch c th nh gi cc n lc
ca nh nghin cu thng qua bn bo co
Th ba: iu quan trng nht l tnh hiu qu ca bn bo co c th dn
n nhng quyt nh then cht tt nht v tip th. Nhng bn bo co d hiu, r
rng s gip ch cho vic ra nhng gii php tip th ph hp. Trn thc t, c
rt nhiu bn bo co c cht lng nhng sc thuyt phc cha cao do trnh by
v truyn t cha tt, c nhng ngh hnh ng vi vng khng dn n vic
gii quyt tt cc vn pht hin c hoc khng lm ngi c c nim r
rng hn, m ngc li i khi cn m m v nhm ln hn.
D Th Chung
155
Bo co c th c trnh by bng vn bn hoc li ni. S thun tin hn

nu nh ngi nghin cu c c hi trnh by ming, km theo cc ti liu vit,
cc bng biu chiu phim trc khch hng (Ngi thu nghin cu). Trong bui
trnh by, ngi nghin cu phi tr li ngay cc cu hi do khch hng t ra v
tnh hiu qu, tnh khch quan v khoa hc ca cuc nghin cu.
9.2. Phn loi bo co nghin cu Marketing
Bn bo co vit gm c 4 loi :
+ Bo co gc (Basic report)
Bo co gc cung cp nhng s liu c bn nn tng nht ca vn cn
nghin cu.
+ Bo co c ph bin (Reports for Publication)
Loi bo co ny rt cn cch trnh by v din t tt to sc thuyt phc
c dng ng bo, a tin cho bo, i hoc in sch. Nhng i tng khc
nhau s c cc cch vit khc nhau v mc thng tin mt c cung cp khc
nhau.
+ Bo co v chuyn mn k thut (Technical reports)
Loi ny ch ph bin trong gii chuyn mn nhm gip cho cc chuyn gia
ca mt lnh vc ring bit no bit m thi.
+ Bo co cho lnh o (Reports for Executives)
Ngi nghin cu c nhim v phi trnh by, din gii kt qu cho ban gim
c hoc ban lnh o cng ty, nhm gip h ra nhng quyt nh ng n v
hu hiu trong cc hot ng qun tr kinh doanh. Bo co ny phi ngn gn, i
ng trng tm, trnh by c kt qu thit thc ca nhng cng vic c
xc nh
Trong phn mc tiu nghin cu c ban gim c duyt trong d n
nghin cu trnh trc khi tin hnh nghin cu.
D Th Chung
156
9.3 Ni dung ca bn bo co dnh cho nh qun tr

Bn bo co marketing dnh cho lnh o bao gm 10 ni dung sau :
1. Trang ta bn bo co. (Title page)
2. Mc lc ca bn bo co (Table of contents)
3. Bn tm tt dnh cho lnh o (Executive synopsis)
4. Phn dn nhp (Introduction) gm :
- L do chn ti nghin cu.
- Vn nghin cu (Mc tiu v phm vi, gii hn)
- Cc gi thit (Hypothesises) v bi cnh lch s (Historical background)
5. Phng php nghin cu (Methodology)
M hnh nghin cu.
Th tc tin hnh.
i tng nghin cu, phng php chn mu, qui m mu.
Cc phng php tin hnh phng vn, ghi chp, x l thng tin.
6. Kt qu nghin cu. (Findings)
Trnh by nhng pht hin sau khi phn tch v tng hp nhng s liu.
7. Nhng hn ch ca cng trnh nghin cu. (Limitations)
nhng gii hn nu c v s liu , thi gian , khu vc kho st v.v
8. Kt lun v ngh. (Conclusion and Recommendations)
9. Ph lc. (Appendix)
Gm ti liu gc c trch trong cc sch, bo ch hay bo co vi nhng
ni dung hnh nh cn thit nhng khng th a vo phn nghin cu v c th
D Th Chung
157
lm long i phn chng ta ang trnh by. Ph lc gip ngi c b sung thm
nhng thng tin gc vi chi tit, y hn.
10. Th mc hoc ti liu tham kho (Bibliography) :
Lit k nhng ti liu tham kho vit bo co. iu ny chng t tnh
khoa hc v tinh thn nghin cu nghim tc ca ngi vit bo co.
Nhng ni dung bo co dnh cho lnh o trn y c th l mt mu mc
p dng cho cc lun vn hay lun n tt nghip ca cc th sinh bc c nhn hoc
cao hn theo mt tiu chun quc t va c tnh cch khoa hc li c tnh cch
thuyt phc cao.
9.4 Cc nguyn tc khi son tho bo co nghin cu
Ngi c bn bo co m ta t trng tm l cc nh lnh o cng ty, gim
c tip th, cc thnh vin trong hi ng qun tr. Do ngi trnh by bo co
phi nm r c im ca tng loi i tng c hoc nghe c nhng cch
trnh by thch hp v thuyt phc.
Cch bo co i vi cc nhm i tng sau :
1. Nhm c nh kin sn: S bt u kha cnh h quan tm nht.
2. Nhm hay do d, thiu lp trng: Bo co y tnh hnh nh c th, thc
t, mu sc v sinh ng
3. Nhm ngi c c phn tch v ph phn :Bo co ch trng v lp lun
phng php phn tch d liu, tnh h thng trong din t.
4. Ngi c c tng hp nhanh: Bo co ch trng ct li ca vn , khng
phn tch di dng
9.4.1. Nhng nguyn tc vit bo co.
C 7 nguyn tc chnh :
- R rng.
D Th Chung
158
- Dng cu c cu trc tt.

- Trnh dng qu nhiu nhng t chuyn mn (nu c th)
- Trnh by ngn gn.
- B cc d theo di, c cc phn on vi s mc r rng.
- S dng cc phng tin nhn (hnh, bng, biu , th, bng video)
trong bn bo co hoc phn trnh by ming.
- C tnh nht qun v t ng, cch hnh vn, cc kh ch, front ch, cch
tht hng... c th theo di mch bo co t u n cui.
9.4.2. Nhng nguyn tc trnh by bng (Principles of Tabular
Presentation)
C 8 nguyn tc chnh:
- t tn cho bng.
- S ca bng.
- Cch sp xp cc mc trn bng.
- n v o lng.
- Lu cc tng s mi hng hoc mi ct ca bng.
- Ngun d liu ca bng ch cn vit ch: NGUN (xut x ti liu) sau khi
trnh by bng.
- Ch thch cui trang (footnote) ghi xut x ti liu trch dn, hoc gii thch
thm.
9.4.3. Nguyn tc trnh by biu v cc dng biu khc nhau.
Cc biu (Graph) hay hoc l s gy c n tng tt hn, lm ngi
xem hiu r hn, hoc thch th hn.
Sau y l mt s cc dng biu thng thng:
D Th Chung
159
- Biu tuyn hoc biu cong. (Line or Curve Diagrams)

- Biu hnh thanh (Bar Chart) hoc hnh bnh (Pie Chart).
- Cc biu dng khc nh: tng hnh (pictograph), bn thng k
(Statiscal Map), bn bin dng (Distorision Map)...
9.5. Trnh by bo co ming
Cng vic cui cng ca quy trnh nghin cu th trng l trnh by kt
qu nghin cu cho nh qun tr hoc khch hng. Khi vit xong bo co, nh
nghin cu cn chun b trnh by bo co. Quy trnh bo co bao gm 3 giai
on: Giai on chun b, giai on trnh by, giai on tr li cu hi
9.5.1 Giai on chun b
-
Ngi trnh by nghin cu cn phn tch ngi nghe nhm d on h

s tp trung, phn ng nh th no, mc chp nhn vn trnh
byvv. Kin thc v hiu bit ca h v vn trnh by
Kim tra cc cng c tr gip trnh by nh cc bng biu cn chiu, m

thanh, n chiu, bng vitLm quen trc vi ni mnh s trnh by
(gi s cng ty ca khch hng)
Nn thc tp v tho lun trc vi cc thnh vin tham gia d n
9.5.2 Giai on trnh by

-
Ngi trnh by nn gii thiu tng quan v d n v cc ni dung s

trnh by
Trnh by vn mt cch ch ng, r rng nhng ngn gn, s dng

hnh nh minh ha. Vic trnh by khng phi l c li tng t trong
bn tm tt vit sn, m phi xem nh mt bui ni chuyn, tho
lun vi ngi nghe
Ngi trnh by phi khuyn khch v ngh khch hng t cu hi

sau khi kt thc phn trnh by
D Th Chung
160
Ch cc tip xc bng mt, ngn ng c th v ging iu nhm thu

ht ngi nghe c th iu chnh bi trnh by
9.5.3 Giai on tr li
-
Cn ch hiu r cc cu tr li c t ra, nu cn c th hi li.

Khng qun cm n ngi t cu hi
Phi tr li cu hi mt cch ngn gn, r rng, c trng tm. S dng

nhng hnh nh, s liu dn chng cho cu tr li
Khng nn lng trnh tr li. Cn trung thc chp nhn nhng cu hi

cha th tr li v cn tm thm thng tin cho chng cc nghin cu
khc
D Th Chung
161
CU HI V THO LUN
1. Trnh by cc nguyn tc vit bo co nghin cu. Ni dung ca bn bo
co dnh cho nh qun tr gm nhng ni dung no?
2. Khi trnh by bo co trc nh qun tr, ngi trnh by cn ch nhng
g?
3. Gi s anh (ch) l mt nh qun tr hoc mt khch hng thu dch v
nghin cu, theo anh (ch) lm th no c th nh gi bo co kt qu
nghin cu.
4. Thc hnh vit bo co nghin cu cho nghin cu m nhm anh (ch)
chn chng 1.
D Th Chung
162

Giao Trinh Nghien Cuu Marketing

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Giao Trinh Nghien Cuu Marketing

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Bi ging Nghin cu Marketing

Ging vin: D Th Chung

4. iu kin tin quyt : SV hon thnh xong cc mn hc:

Xc sut thng k, Nguyn l thng k

Bi ging Nghin cu Marketing

Hiu c cc khi nim c bn nht v nghin cu marketing

L gii c s cn thit ca nghin cu marketing

Nhn bit c nghin cu matketing bao gm nhng vn g v cch

Thc hin c mt xut nghin cu, thit k nghin cu v bit cc

Bit son tho v thit k cng c thu thp d liu

Chn la cc phng php thu thp thng tin v x l d liu ph hp

Gii thch c ngha ca kt qu nghin cu

Tip tc nghin cu su hn da trn nn tng l thuyt c bn c hc

GV trnh by v c s l thuyt v bi hc, cc hot ng hi p gia

Tho lun nhm

Thc hnh nghin cu marketing: Lp bng xut nghin cu, thit k

8. Nhim v ca sinh vin

Bi ging Nghin cu Marketing

Tho lun nhm v tham gia pht biu trong gi hc

Lp nhm nghin cu t 6-8 thnh vin v thc hin 1 ti nghin cu

9. Ti liu tham kho

im thi cui k: 70%

im qu trnh : 30% bao gm im bi tp nhm, kim tra gia k.

11. Ni dung mn hc:

Bi ging Nghin cu Marketing

1.3 Cc dng nghin cu Marketing

Bi ging Nghin cu Marketing

6.4 Cc phng php thu thp d liu nh lng

Bi ging Nghin cu Marketing

KHI QUT V NGHIN CU MARKETING

cu marketing, li ch ca nghin cu marketing, phn loi cc nghin cu v tm

Ni dung chi tit

1.1 Khi nim v vai tr ca nghin cu Marketing

Bi ging Nghin cu Marketing

nn tung sn phm ra th trng hay khng, quyt nh tng gi sn phm c

Bi ging Nghin cu Marketing

Bi ging Nghin cu Marketing

Kim nh li gi thit (Testing of the hypotheses).

H tr c lc cc hot ng khc ca doanh nghip nh sn xut, k

Vy mt cu hi t ra l c phi Nghin cu th trng l cha kha ca s

Bi ging Nghin cu Marketing

ngay kt qu nghin cu m khng c kim chng hoc th nghim th kt qu

Phn loi nghin cu Marketing

1.2.1 Phn loi theo mc chuyn su

Bi ging Nghin cu Marketing

Nghin cu s b (Preliminary Research):

Bi ging Nghin cu Marketing

ca c hai nhm tm ra kt lun l thc s tc ng vo mang li nhng h

Bi ging Nghin cu Marketing

hi thm d. Ngi ta s dng nhm c nh phng vn nhiu ln trong mt

Bi ging Nghin cu Marketing

Phng th nghim nghin cu tip th gm c 2 ngn:

Bi ging Nghin cu Marketing

Cc nghin cu kt hp (Omnibus Studies):

Bi ging Nghin cu Marketing

Pht trin thng tin

Cc quyt nh Marketing v truyn thng

Hnh 1.1 H thng thng tin Marketing

1.4 Ngi thc hin NC v ngi s dng kt qu NC

Bi ging Nghin cu Marketing

Cesais, nh Hng, Hong Khoa...l cc cng ty chuyn nghip v nghin cu

Uy tn ca c quan nghin cu hay ca ngi cung cp thng tin.

Tnh ph hp vi mc tiu nghin cu