K NNG C BN V NGHIN CU TH TRNG (Market Research)

INVESTCONSULT GROUP
Ngh An Thng 10/2009

NI DUNG

Nghin cu th trng l g? ng dng nghin cu th trng Quy trnh nghin cu Cc dng d liu Phng php thu thp d liu Thit k bng hi Chn mu X l d liu Chun b bo co nghin cu Ni dung bo co nghin cu th trng

NGHIN CU TH TRNG
Marketing l g? L qu trnh xc tin vi th trng nhm tha mn nhng nhu cu v mong mun ca con ngi. Marketing l cch ngh, cch lm c c khch hng v gi c h.
Nghin cu th trng l g? L qu trnh thu thp v phn tch c h thng cc d liu v cc vn c lin quan n cc hot ng Marketing v hng ha v dch v
(Theo hip hi Marketing Hoa K)

NG DNG NGHIN CU TH TRNG

Nghin cu v th trng: Tr li cc cu hi, cc tnh cht ca chng vng lnh th ca th trng nh th no? Tim nng thng mi ca th trng. Nghin cu v sn phm: Sn phm ca hng c chp nhn nh th no? Cc sn phm ca hng khc cnh tranh vi ta v iu g? Vic pht trin sn phm hin ti theo hng no? Nghin cu v phn phi: Mng li knh phn phi nh th no? Phng thc phn phi th no? Nghin cu v gi c: Quan nim ca khch hng v gi c? Kh nng chp nhn, kh nng chi tr ra sao? Nghin cu qung co: nh gi hiu qu ca qung co, cn qung co trn phng tin no, ni dung qung co nh th no? Nghin cu d bo: D bo th trng trong ngn hn (1 nm), d bo trung hn v di hn (2 nm).

NG DNG NGHIN CU TH TRNG

V d: D bo th trng tim nng

19.1

20.9

16.5 34.2 22.1

30.6 41.6 40.1 54.3 37.5 25.7 KH hin ti 61.4 KH khng c nh dng KH tng lai

Vng A

Vng B

Vng C

Vng D

NG DNG NGHIN CU TH TRNG

V d: Kho st hnh khch v cht lng dch v ca hng hng khng nhm ci thin v nng cao cht lng dch v Thng tin thu thp: Kinh nghim i li ca hnh khch Cc yu t quyt nh trong vic chn hng hng khng nh gi cht lng dch v di t, trn khng nh thi phc v ca nhn vin/tip vin, cht lng n, s an ton ca chuyn bay,.. So snh nh gi vi cc hng hng khng khc

QUY TRNH NGHIN CU TH TRNG

Xc nh vn Mc tiu nghin cu Lp bo co kt qu iu tra

Thit k nghin cu

X l v Phn tch d liu

Thu thp thng tin d liu

Nhp d liu

Kim tra cht lng

Lm sch, m ha s liu

XC NH VN CN NGHIN CU

M t vn Thit lp mc tiu nghin cu Xy dng cc cu hi nghin cu Chun b cc cu hi nh Ln k hoch v thi gian

THIT K NGHIN CU
Phng php nghin cu
Thm d M t Nhn qu

Phng php thu thp s liu

D liu th cp nh tnh Kho st Quan st

Cng c nghin cu
D liu th cp Phng vn su Tho lun nhm Bng hi Phiu quan st

Chn mu
Hi ai? Bao nhiu ngi c hi?

PHNG PHP NGHIN CU

Nghin cu thm d: nhm lm r vn , a ra cc gi thit thng qua vic thu thp nhng thng tin mt cch khng chnh thng nh Ni chuyn vi khch hng - Nghin cu ti bn Tho lun vi cc chuyn gia Nghin cu m t: lin quan ti cc bin php v qui trnh, ai tr li, ci g, ti sao v nh th no. Nghin cu nhn qu: c thc hin bng cch kim sot nhng nhn t khc nhau xc nh xem nhn t no gy ra kt qu, thng cn s th nghim kh phc tp v t tin.

PHNG PHP THU THP D LIU

Cc loi d liu:
D liu th cp (Secondary data): L nhng thng tin c c tng hp t nhng ngun khc
Bo, sch, ti liu nghin cu ca chnh ph, tm kim trn mng, bo co nghin cu thng mi xc nhn tnh chnh xc ca thng tin th cn phi tm nhng thng tin tng t nhng ngun khc so snh

D liu s cp/ban u (Primary data): s liu t iu tra, kho st do cng ty nghin cu t chc thu thp.

PHNG PHP THU THP D LIU

Nghin cu ti bn

Thu thp d liu th cp

Nghin cu nh tnh

Khm ph, hiu v hnh vi

Phng vn su Tho lun nhm

Nghin cu nh lng

o lng, tnh ton

Phng vn bng Bng hi

PHNG PHP THU THP D LIU

Phng vn su:
Khi no cn s dng: - Ch nghin cu mi v cha c xc nh r - Nghin cu thm d, khi cha bit nhng khi nim & bin s - Khi cn tm hiu su - Khi cn tm hiu v ngha hn l tn s K thut phng vn su: - Phng vn khng cu trc - Phng vn bn cu trc

Thi gian: 1 2 ting

Nhng im hn ch: - Cc cu tr li khng c chun ha nn kh lng ha - Phng vn vin c tay ngh cao v nhiu kinh nghim - Vic phn tch tn nhiu thi gian

PHNG PHP THU THP D LIU

Tho lun nhm:
Khi no cn s dng: Khi mun tm hiu nhng thng tin tri ngc nhau thng qua vic tranh lun v mt kin vi nhng cch nhn nhn vn khc nhau. K thut tho lun nhm: - Ngi iu hnh nhm a ra cu hi m, khuyn khch p vin trao i v cng vn - t ng cu hi, lng nghe, tng hp, lin h thc t v phn tch tnh hung; - To khng gian thn thin, ci m p vin thoi mi trao i, gp v tranh lun. S lng ngi tham gia: 8 12 ngi S lng nhm: ph thuc vo quy m, thi gian, tm quan trng v kinh ph ca d n. Thi gian: 2 3 ting

PHNG PHP THU THP D LIU

Phng vn bng Bng hi:
Cch tip xc: - Phng vn trc tip - Qua in thoi - Qua th tn

PHNG PHP THU THP D LIU

Phng vn trc tip
Thun li
Ngi phng vn c th thuyt phc i tng tr li Thng tin v gia cnh c th quan st, khng cn hi C th kt hp hi v dng hnh nh gii thch Cu hi di c th s dng c nh ni n ca ngi phng vn Nu ngi tr li gp rc ri kh hiu, ngi PV c th gii thch cho h Chn mu c th k, chnh xc.

Khng thun li
Chi ph cao, hao tn thi gian S c mt ca ngi PV, thi , tnh kh cng ca ngi hi c th a n vic n trnh cu hi hay lch lc Ngi tr li bit mnh c th b nhn din nn nh hng n thin ch ca h.

PHNG PHP THU THP D LIU

Qua in thoi
Thun li
Gim chi ph kho st C th hi nhiu ngi trong thi gian ngn Khi mu ln, ri rc trn a bn rng cng c th tin hnh nhanh Tin hnh phng vn t mt trung tm nn vic ch o v hun luyn d dng hn

Khng thun li
Phng vn b gii hn trn nhng g nghe c, khng quan st c gia cnh (tnh hnh thc t) Phi ch lu trong cuc phng vn di gp kh khn, kh trnh khi ngi d vn gc my gia chng Ngi d vn khng nhn thy ngi PV nn nghi ngi hoc c cm Ch c th thc hin c vi gia nh c in thoi, c th tr ngi v ng dy hng hay s in thoi khng ng k.

PHNG PHP THU THP D LIU

Qua th tn
Thun li
Ngi d vn c v tr li, khng b nh hng bi ngi PV C th tr li khi no thun tin, khng b sc p no C th phng vn c vi a ch tn mn m khng c phng tin truyn thng no lin lc c Ph tn ch gii hn vic lm th tc v bu ph

Khng thun li
T l tr li thp v nhng ngi tr li c th khng i din Mt nhiu thi gian ch i, c th nhiu tun hoc lu hn Khng bit g v ngi d vn v hon cnh tr phi h vit trn bng hi D kin ph tn thp c th tr thnh ph tn cao do s th tr li t Ngi d vn khng c khuyn khch v hng dn tr li

THIT K BNG HI
L cng c nghin cu ph bin nht khi thu thp d liu gc L cu hi m ngi c hi cn phi tr li Bng hi cn c son tho cn thn
V ni dung: Lin quan trc tip n nhu cu thng tin thc hin mc tiu ca cuc nghin cu Trnh: Ngi c hi khng c kh nng tr li hay khng mun tr li V hnh thc: - S dng cu hi ng & cu hi m - T ng n gin khng bao hm hai ngha V th t cu hi: Ch yu t tm l khi t cu hi phn u hay phn cui

THIT K BNG HI
Cu hi ng:
C nhiu hnh thc cu hi ng, trong c hai vn cu hi v cu tr li u c cu trc. Nt phn bit ch yu gia cc hnh thc cu hi ng l da trn cu tr li.

Cu hi phn i: Cho php hai kh nng tr li C hoc Khng, ng v Sai Cu hi sp hng th t: sp xp th t tng i ca cc mc c lit k. Cu hi nh du tnh hung theo danh sch: nh du vo mt hay nhiu loi cu tr li c lit k ra chn Cu hi nhiu la chn: lit k mt s cu tr li v cho bit ch chn ra cu tr li thch hp nht. Cu hi bc thang: ngi tr li c cho mt lot cc la chn din t kin ca h

THIT K BNG HI
Cu hi ng - Cu hi phn i
Cho php hai kh nng tr li C hoc Khng, ng hoc Sai

Thun li D dng cho ngi tr li Phn tr li thun tin cho vic son tho, tnh ton v phn tch Ngi PV t c thnh kin khi gp cc cu tr li c bit

Khng thun li Cung cp khng thng tin chi tit Kh khn chn t chnh xc Bt buc ngi tr li la chn cho d h c th cha chc chn lm khi chn cu tr li

THIT K BNG HI
Cu hi ng - Cu hi sp hng th t
Ngi tr li sp xp th t tng i ca cc mc lit k.

Thun li Cho thng tin nhanh chng Hi v lp thnh bng, ct tng i d dng.

Khng thun li B gii hn cu tr li (thng l khng qu 5 hoc 6 mc) Khng ch ra mc cch bit gia cc la chn (ci th 1 c th thch rt nhiu hn ci th 2) Ngi tr li phi c kin thc v tt c cc mc trong cu hi.

THIT K BNG HI
Cu hi ng - Cu hi nh du tnh hung theo danh sch
Ngi tr li nh du vo mt hay nhiu loi cu tr li c lit k ra chn

Thun li Tng i ngn v d tr li C th son tho, tnh ton v phn tch nhanh chng C nhng cu tr li c bit cho ngi tr li Ngi PV phi hi t cu hi

Khng thun li Phi gi thit rng nh nghin cu bit tt c cc cu tr li lin quan c th c C th l mt danh sch y cc cu tr li qu di s lm nn lng ngi tr li

THIT K BNG HI
Cu hi ng - Cu hi cho nhiu la chn
Lit k mt s cu tr li v cho bit ch chn ra cu tr li thch hp nht cho chnh n.

Thun li Tng i ngn v d tr li C th son tho, tnh ton v phn tch nhanh chng C nhng cu tr li c bit cho ngi tr li

Khng thun li Phi gi thit rng nh nghin cu bit tt c cc cu tr li lin quan c th c C th l mt danh sch y cc cu tr li qu di s lm nn lng cho ngi tr li

THIT K BNG HI
Cu hi ng - Cu hi bc thang
Ngi tr li c cho mt lot cc chn la din t kin ca h

Thun li o lng c mc suy ngh v vn Kt qu c th dng cho phng php phn tch thng k Cc gi tr s c th gn cho mi im trong dy D dng v hiu qu khi hi, tr li v tnh ton.

Khng thun li Ngi tr li c th khng phn bit c r khong rng ca cc bc thang Khong rng ca bc thang c th khng phn nh chnh xc ca ngi tr li.

THIT K BNG HI
Cu hi m:
Ngi ta mong i ngi tr li cung cp bt c thng tin no c coi l thch hp. C 3 loi cu hi m: - T do tr li: Ngi tr li t do tr li cu hi theo mnh ty theo phm vi t do m ngi PV dnh cho h - Thm d: Ngi PV c th bt u hi nhng cu hi thm d thn mt a vn i xa hn - K thut hin hnh: M t cc tp hp d liu bng vic trnh by mt cch y , r rng nhng vn cn cha c r ngha (t ng, hnh nh m ngi tr li phi mng tng ra, trn c s , ngi tra li s ni bng hnh dung trong u h v vn ang bn lun).

THIT K BNG HI
Cu hi m - Cu hi t do tr li
Ngi tr li t do tr li cu hi theo mnh ty theo phm vi t do m ngi PV dnh cho h

Thun li

Khng thun li
Kh hiu c ca ngi tr li mun ni g bng ngn t h s dng Rt kh m ha, phn tch Ngi PV d tm lc, ct xn bi cho rng khng cn thit, nhng chnh nhng phn nhiu khi li c ngha Gy mt nhiu thi gian v ngi tr li d ni min man t ph hp vi hnh thc gi bng hi

Thu c cu tr li bt ng, khng d liu trc Bc l r rng hn quan im, khng g b bi cu hi

THIT K BNG HI
Cu hi m - Cu hi thm d
Ngi PV c th bt u tin hnh nhng cu hi thm d thn mt a vn i xa hn

Thun li Gi thm cho cu hi ban u v gi cho ngi tr li ni n khi h khng cn g cn ni thm To c cu tr li y v hon chnh hn so vi yu cu cu hi ban u

Khng thun li Ging nh vi loi cu hi t do tr li

THIT K BNG HI
Cu hi m - K thut hin hnh
M t cc tp hp d liu bng vic trnh by mt cch y , r rng nhng vn cn cha c r ngha (nhng t ng hoc hnh nh m ngi tr li phi mng tng ra, trn c s , ngi tr li s ni bng li nhng g h hnh dung trong u v vn ang bn lun.

Thun li C th c c nhng thng tin m s khng th thu thp c nu phng vn trc tip bng cc phng php khc Cung cp thng tin c ch tng giai on khai thc ca qu trnh nghin cu

Khng thun li i hi ngi PV phi c hun luyn k trc khi phng vn i hi phn tch vin c o to cn thn din dch cc kt qu.

CHN MU

n v chn mu: l cc n v c bn hoc nhm n v c bn c xc nh r rng, tng i ng u v c th quan st c, thch hp cho mc ch chn mu. VD: doanh nghip, h gia nh,. Dn chn mu: c th l danh sch n v chn mu (hoc bn ch ra ranh gii ca cc n v dng lm cn c tin hnh chn mu. Chn mu ngu nhin: Chn cc n v t tng th vo mu mt cch ngu nhin (VD: rt thm). Chn mu h thng: Chn cc n v t tng th vo mu theo mt khong cch c nh sau khi chn ngu nhin mt nhm no

CHN MU
T chc chn mu
Chn mu mt cp: T mt loi danh sch ca tt c cc n v thuc tng th chung, tin hnh chn mu mt ln trc tip n cc n v iu tra khng qua mt phn on no khc. C th dng cch chn ngu nhin, cch chn h thng. Chn mu nhiu cp: iu tra theo nhiu cng on, mi cng on l mt cp chn mu. - Chn mu phn t: Phn chia tng th thnh nhng t khc nhau theo mt (s) tiu thc no lin quan n tiu thc iu tra, sau phn b c mu cho tng t v trong mi t lp mt danh sch ring v chn s mu phn t . - Chn mu chm: iu tra chia thnh nhiu cp, cc cp tin hnh trc th chn tng n v mu, nhng cp cui cng th chn c nhm n v iu tra.

X L D LIU NGHIN CU

Phn tch thng k nh gi nh lng Phn tch ni dung nh gi nh tnh

CHUN B BO CO NGHIN CU
Bo co nghin cu l: Bn trnh by hon chnh v tt c mi th c lm trong nghin cu th trng gm cc phn vit v giai on ca nghin cu Trao i v nhng pht hin v xut chin lc Trao i v cc hn ch ca nghin cu

NI DUNG CA MT BO CO NGHIN CU TH TRNG

I Trang ba v mc lc II Tm tt III Gii thiu IV Cch tin hnh nghin cu V Phn tch s liu VI Cc kt qu VII Hn ch VIII Kt lun v kin ngh IX Ti liu tham kho X Ph lc

XIN TRN TRNG CM N!

Chc cc anh, cc ch thnh cng!