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BO GIAO DI,lC vA DAo T~O
TRUONG DAI HOC KINH TE TP. H6 CHI MINH

NGUYEN E>iNH THO
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~ NHA XUAT BAN TAl CHINH
Giao trinh
Phuo-ng phap nghien ctru khoa hoc trong
KINH DOANH
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PIII(CYllgph tip /lghie" Clnt kl,,," hoc trong kinh donn", Nguye/l D,,,,, 1719
An bOn Ian th" 2, 2013
NI,a xuat bOn70i Chtnh
Phcichanh b6<iNha sach Tuon Minh
23 Dao DIIY to. PS, QI0, TPI/CM
237 Ditn Bien Phu, P6, Q3, TPHCM
"'II((YIIgpllllp IIgllii!ll ell), khoa h(Jc trOllg kiuit doanh, Ngllyetl Dlnh 171(1
An ban Ian th(r 1,2011
NhiJ ,w{ft ball Lao D6ng XCiH~i
Ph6t hanl: hc}i Nhli scich l'lIdn Minh
lJQ GIAO Dl)C VA BAO T~O
TRU'O'NG DAI HOC KINH TE TP. HCM
Bien soan:
NGUYEN DiNH THQ
Giao trinh
PHllONG PHAp
NGHIEN cuu KHOA HOC •
TRONG KINH DOANH

(An ball /011 ttnrhui]
~ NHA XUAT BAN TAl CHiNH

Muc luc
Ml)C Ll)C
M!IC 1!lc i
LOi ,,6, tfillI xxi
CII"UII8 1:
,., ""... .'i
TONG QUAN VE NGIITEN CuU KHOA HQC 1
I.Nghien cuu khoa hoc , , , , 5
1.l.Kh6i ni~m ve nghien cuu khoa hoc 5

1.2.Nghi~"CLr U hill1 Iilm va ll'ng dung 6
2.Cae trll'ong phai nghicn CL"U khoa hoc 9
2.I.Suy di~n va qui nap 9
2.2.Dinh t(nh, djnh luong va h6n hop 11
2.3.H~ nh~n tlurc va trlrcmg phai nghH~nciru khoa hoc 'II
3.1'1 thllyet khoa hoc 18
3.I.C.lc thanh phan cua 1'1thllyet khoa hoc 19
3.2.Cac tieu chuan danh gia mot 1'1thuyet khoa hoc 22
3.2.1.Yeu to cau rhanh 27
3.2.2.Moi quan he gllra cae khai niern nghien dru 28
3.2.3.Kh1i nang tong quat hoa cua 1'1thuyet... 28
3.2.4.1)6ng g6p cua 1'1Ihuye! ve mt\t 1'1lu~ va tlnrc ti~n 28

ii Phuong phap nghien cuu khoa hoc trong kinh doanh
3.2.5. K iem din h d uQC 29

4.Nghien ciru, xay dung va kiem djnh 19 thuyet khoa hoc 30
4.1.Qui trlnh nghien cuu xiiy dung 19 thuyet khoa hoc 31
4.2.Qui trlnh nghien cuu kie'm djnh 19 thuyet khoa hoc 32
4.3.Qui trinh han hQJ>:xay dung va kiem djnh 19 thuyet.. 34
4.4.Dfr li~u de' xfiy dl,l'ng vii kiem dinh 19 thuyel khoa hoc 36
TOM TAT CH lfONG 1 38
CAU HOI ON TAp vA THAO LU,&N CHUONG 1 40
TAl LlUU DQCTHEM CHlfONG 1 41
CIII(1IIg 2:
VAN 0 ~ N G !-llll N cou 43
1.Van de ngh i en CU·lI...................................... .. 44
2.Y tuong, VOI1 d'G, muc lieu, diu hoi va gia thllyet 45
3.Xac djn h vo 11 de ngh jen cuu """""""'''''''''' """"""""""""""'"'''' 48

4. 001 tucng nghien cuu 5]
4.1. Ca nhd 11 52
4.2. N hom va to chuc """'''''''''''' ., """""'''''''' 53

4.3. M oi qu an h~ , , 54
5.Tong ket 19 thuyet 55
. ong kNt
- ITA'
o, e I'y Ih uyeNt'va val. t"ro cua no, . 55
5.2.Qui trinh tong ket nghien cuu 59
5.3.Minh hoa vi! tong ket va xac dinh van de nghien clru 60
5.3.1.Xllc djnh van de nghien cuu dun chinh vao 19 thuyet. 60

M~IC luc iii
5.3.2.Xoc djnh van de nghien cuu: 19 thuyet va th] truong 65
5.3.3.Xae djnh van de nghien ctru: 19 thuyet va phuong phap 73
6.Tai li~u tham khao: each trich d~n va Ii~t kii 76
TOM TAT CHUONG 2 86

CAU 1101ON T;;'P v); THAo LU;;'N CHLfm-:G 2 88
TAl L1~UDOCTH~M CHUcmG2 ·90
Chutmg 3:
' ,
PH LfONG PHAP DrNHTlNH 91
1.Nghien cuu djnh tlnh trong x~y dung 19 thuyet khoa hoc 92
1.1.Phuong phap vu ding cu nghien ciru dinh tinh 93
1.2.Van dc, rnuc tieu va Iy thuyet trong nghien cuu dinh tinh 94
'l.3.Tong kct vit Slr d\lI\g 19 thuyet t rang nghien ciru dinl . tinh 97
2.Phv(]I1U phap GT 98
3.Plwcmg phap tlnh huong :I 00
4.Dli li~u vii thu th~p dfr lieu dinh tinh ·103
4.1.66n chat clCr li~u trong nghien CLrU dinh tinh '103
4.2.Chon m~u trong nghien cuu djnh tinh 103
4.3.Cong cv thu th~p dlt Ii~u djnh tinh 105
4.3.I.Quan sat lOS

4.3.2.Th,lo luijn tay doi 109
4.J.3.Ttuio lu~n nhorn ll8
4.3.4.MQt sO chu y trong thu th~p dlT lieu dinh tinh 112
5.1'han tich dlT Ii~u djnh tinh 113

iv Phuong philp nghien ciru khoa hC,K trong kinh doanh
S.1.Mo ta hien tlfong 114
5.2.Ph5n Ioai hi~n nrong 117
5.3.Ket noi dfr Ii~u 118
6.Vi du minh hoa nghien elna dinh tinh 120
7.Gia trj cua san pham djnh tinh 124
8.De cuong nghien Clm dinh tinh 126
TOM TAT CHUONG 3 129
CAU HOI ON TAP vA THAOLUAN CHUONG3 131
TAl L1~U DOC THEM CHUONG 3 132
Chuoug 4:
PHUONG FHA!' OINH Lu'Q'NG 133
1.Nghien cuu djnh Ilfong rrong kiem djnh Iy thuyet khoa hoc 134
1.1.Cae d{lng bien trong nghien ciru djnh luong 134
1.2.Phll'ong phap va cong CI,I nghien CU'U djnh lU'cmg..· 136
1.3.DCI·liCuSu' dung trong nghien cuu djnh hrong 137
1.3.1.Di'r li~u cia c6 sRn 138
1.3.2.Nh6m 2: Oi'r li~u chua c6 55.n 139
1.3.3.Dfr li~u chua c6 !Ten th] tnrong 140
1.4.Van de. muc tieu va ly thuyet trong nghien ctru dinh Lucmg 140
1.S.TOng ket va Slr dung Iy thuyet trong dinh luong 148
1.6.ChO'nm~u trong nghien Clm djnh IlfCIl\g 150

1.7.Cong cu thu th~p dfr lieu 152
2.Khao sat 153

v
3.Thl, nghiem 153
3.I.MOI so kh<ii ni~m co ban trong thl' nghJ~m 154
3.1.I.Bien thl' nghiem ··· 154
3.1.2.Don vi th& nghi~m 155
3.1.3.lli~n rruong thlr nghiem 156
3.2.Gia tri cua thu- nghi~m 156
3.2.1.Cac d\lng gi" Iri 156
3.2.2.Nguyen nhfin lam giam gia tri cua thiT nghiem 157
3.3.MQI so thir nghi~m co ban ············· 160
3.3.I.Mo hinh ban thu nghi~m 160
3.3.2.Mo hinh thLr nghi~m thirc SlJ' 162
3.4.M(1t so Ihll nghi~m rno rOng 165
3.4.l.Thll' nghiem ngilu nhien hoan toan " 165
3.4.2.Thll' nghiem khO'i ng~u nhien 167
3.4.3.Thu, l~ghi~m th(l'a so 169
4.De Cll'ong nghi~n cuu djnh Ill'c;mg · ·· 170
TOM TAT CHUONG 4 173

CAU HOI ON TAP VATHAO LUAN CHU'ONG 4 175
TAl LI~U DOC THEM CHUONG 4 176
Clllflmg 5:
PHUONG PI lAp HON HQ1' 177
1.1 Ion hop trong nghien cuu khoa hoc ·.. 178
2.Thiet ke kel hooptrong phtro 'g phap h6n hop ··179

vi PhL!Ongphap nghien ciru khoa hoc trong kinh doanh
2.1.Ket hQP trong nghien cuu I 79

2.2.Cac dang thiet kc h6n hop pho bien 181
2.2.1.Thiet ke h6n hop cia phuong phap 183
2.2.2.Thiet ke h6n hop glin ket 184
2.2.3.Thiet kC'h6n hop giai thich 185
2.2.4.Thiet ke h6n hop kham pha 185
3.Vi dv ve phuong phap h6n hop 186
3.I.Vi dV 1 ve phoi hop kharn pha 186
3.2.Vi dll 2 vi! phoi hop kham phil 195
4.0e cu'Ong nghien ciru h6n hop 203
TOM TAT CI 1LfONG 5........... .. 204
CAU HOION 1',3.1' v); TIiAo LU~N CHLfONG 5 206
TAl LJ~U DOC 1'1 reM Ct--ILfClNG5 207
CIIII'O'lIg 6:
CHON MA U TRONG NGJ IlEN C(tU OlNH LU'ONG 211
l.Ly do phal chon m~u 212
2.Chon m§u va sai s5 213

J.C<ickh<iini~m co ban trong chon m§u 214
3.I.Oam dong 214
3.2.0am dong nghien cuu 215
3.3.Ph1ln Ill' 216
3.4.00n vi 216
3.5.Khung m~u 217

vii
3.6.IIi~lI qua chon m~u .. 217
4.Qui rrlnh chon mall 218
4.I.Xac djnh dam t.lOngnghien ciru 218
4.2.Xac dlnh khung mau 219
4.3.X.ic dinh kich thuDe m5l1 219
4.4.C3e phuong phap chon m~u 220
4.5.Tien hanh chon mau 222
5.C;\c phuong phap chon mau theo xac swlt 222
5.I.CllOn m~ll rheo phuong phap ng~ll nhien don gian 222
5,2.Chon m~utheo phuong phap h~ thong 223
5.3.Ch0I1 m5utheo phuong phap phan ffing 225
5.4.Ch0I1 m~uthco phuong phap chon thee nh6m 226
6,Cac phuong phap chon m~u phi x.\c 5uat.. , , 228
6,l.ChV11 m~ll thea phuong phap thufin til?n " 228
6,2.Clwn m~lItheo phuong phap phan doan " 229
6,3,Ch(;>nrn~lItheo phuong phap phat tden mam " 229
6.4,Chon rn~lI thco phuong phap dinh rrurc , ,.." 230
T6M TAT CIIUONG 6 234
CAU H61ClN TAP vA 1'1lAO LU,A_NCHUaNG 6 236
TAl Ll~U DOC TH~M CHUONG 6 239

viii Phuong phap nghien cuu khoa hoc trong kinh doanh
ClurulIg 7:
DO LUONG vA THU THAP DO' LI~U D!NH LUONG 241
I.DO'ILrong va cap do thang do trong nghien ctru 242
1.I.Cap do thang do 242

'1.1.I.Thang do cap djnh danh 243
1.1.2.Thang do cap thu- I~r 244
1.1.3.Thang do cap quiing 245

l.1.4.Thang do cap ti I~ 249
1.2.Cap thang do va do manh ella chung 250
2.Cc>J1g t'~1thu th5p dCI'li~lI 25]
2.1.I3;1ngcau hoi 25]
2.2.Qui trlnh thiet kt! bang diu hoi .. 252
3.1-1i~u chlnh dij·li~lI 264
3.I.Nguy~n nhiln gay sai sot trong thu th~p du' li~L1 264
3.2.CIc bLI'OChi~lI chinh 266
4.Chuan bi dCl' lieu 267
4.1. Mii dCf Ii~u 267

4.2.Ma tr~n dti' lieu 269
4.3.Ulln sach dCr Ii~u 270
4.3.1.0 trOng 270

4.3.2.Tra loi khong hop Iy 271
T6M TAT CHVONG 7 273
au 1161 ON l'~P vA TliAO LUAN CHlfaNG 7 275
TAl LI~U DOCTIIEM CHVONG7 276

M~IC I~IC ix
CII fl'Cmg 8:
DO LUONG KHAt NtV-M NGHtEN CUU 277
1.00' luoog trong kiem djnh ly thuyet khoa hoc 278
2.KIHlini~m nghien ciru va thang do chung 279
2.1.B~c cua khai ni~m 280
2.1.I.Khai ni~m b~c nh5'(. ·280
2.1.2.Kh<iiniem b~ccaO' 281
2.1.3. Thang do long quat 287
2.2.Cac d,;lI1gdo luang khai niem nghien ciru 288

3.Tinh chiI'!ella do Iuong 291
3. J Do lin c~y 292
3.2.Gill tr] nol dung va tinh dan lurong _ 293
3.3.Gitl tr] hOi 1~1va gia tri phan bj~t 293
3.<1.Gi6tri Hen h~ Iy thuyet va gia trj tieu chufin 2Y4
4.Xoy dung thnng do cho cac khai ni~m nghien cuu 295
4.1.Xily du ng t~p bien quan sat .. 297
4.2.Danh Sio so bo thang do 300

4.3.0anh gin chinh thuc thang do 301
4.4.MQt so van de din chtl y them ve thang do 302
5.S"i I~ch trong do luong do phuong phap 304
S.I.Cae dong sai I~ch do phuong phap 30S
5.2.Bi~n phap kh~c phuc CMV 306
rOM TAT CI lUaNG 8 ·..·..310
CAU HOI eN T~P v): THAo LU~N CHUaNG 8 313

x Phuong phap nghien ciru khoa hac trong kinh doanh
TAl u~uE>QCTHtM CI IUONG 8 315
Chuong 9:
TIIONG KE DUNG TRONG KIEM DJNH LV TIIUYET KHOA

HOC 317
I.Tom t~t thong k{>eho m~u 318
1.1.Do [!.tOngrnuc dQ t~p trung 318
1.1.1.Trung blnh ., 3]8
1.1.2.Trung vj 318
1.1.3.Mode 319
1.2.Do lu'ong rmrc dO ph5n tan 319
1.2.'l.Phuong s~i va do I~ch chuan ., 319

t.z.z.Khoang bien I'hien 319
2.KY vang , , 320

2,1.Trung blnh dam dong 320
2.2.l'hu'cmg sai dam dOng 321
so qui ,gc vc tinh

2.3.Mc;.t toan ky vong 32l
3.Bien chua'n trung binh va chuftn hoa 321
3.I.Bien chufin lrung blnh 321
3.2.Bien chua'n hoa 322
4.QlIan he gii'ra rham so m~lI va dam llong 323
4.1.Trung blnh m~lI va trung binh dam dOng 323
4.2.Phuong sai m~u va phuong sai dam dong 324
5.U&c luong thong ke 325

xi
5.1,U'6c luong khong chech va hi~u qua cua chung.. "",.,,, 325
5.2, Lf6c IlIc,l'ngqu ling ", " , ", " ,,"" "" 326
5.3,VI du ve u6c luO'ng quang"".""""."""""" " " 326
5.3.I.Lf6c luong trung binh dam dong .."""" " 326
6.Kiem din h thong ke .." " ""."." ..".."."."""." "." 329
6.l.Cac bu6c kiem d]nh gia thuret nghien ctru 329
6.2.Cia t ri p , , ,..".,."" ..,,"" """."." " ".." " 332
6.3,5ai ram trong quyet djnh khi kiem djnh thong ke " "" .. 333
6.4.Moi quan h~ gifra IX va " " " .." " 334
6.5,Vi du kiem dinh trung binh " .."" " "".""" ..,, 335
o" qU~11 I"
7.M01 - I1mi bilen
W g'u'o • n I"
~ ngau )Ien" " " "." ..""",,.,,""" 338
7,1.lli~p plurong Sa; v1lh~ so tuong quan ".."" ...".".""" .."" .."""""""".338
7,2.Cac d ~ng h~ so ILl'ong quan.. "." "." ".." ..""""."."".". "." '.",," ""." " 339
7,2.1,'I'lI'lmgquan limg phil"" ".." " ".,,""" ",," ...." ....." ......" ....,,'" " 339
7,2,2: I'uong q lJil ,) ben ph'll,).",".", ,"" .."." ""'" "". "",,'" ".,,' ..".,,' " 34 J
7.3,MOt so qui tile ve hi¢p phuong sai ""." " " " 342
8,5lf dung SPSS dc' tinh h~ so tuong Cluan"."."."."" " 343
T6M TAT CII UONC 9 "" ".."." ". """""""'" "", ,, 344
CAU H61 ON rAp VA TI lAO LUAN CHLfoNC 9 " " 346
T A I LI tu DOC Tt-lEM CH UO:-.lG 9 """ " " " .."""" ..".347
CIII(UlIg 10:
CRONBACH ALPHA VA DANH GIA DO TIN cAYTHANG DO ......349
1,C "la tr]. va. sal. SO~d 0 Iuong

. "" .."."" """ "." " " " " ,,.. 350
xii Phuong phap nghien cuu khoa hoc trong kinh doanh
1.1.S"i so trong do luong 350

1.2.Gia trj va do tin c~y cua do IU'Ong 350
2.LY thuye't do luong do luong co dien 352
2.1.00 tin c5y cua do luong 354
2.2.Do ILYong do tin c~y b3ng h~ soCronbach aJpha 355
3.60 sung Iy thuyet do h.rang cO dien 358
3.I.Mo hinh do II100g vOi 5\1' hi~n di~n cua sai si5 hI: thong 358
3.2.00 tin e~y va gia tr]: do luang hi~n di~n sai so h~ thong 359
4.Tlnh h~ so tin c~y Cronbach alpha b§ng SPSS 364
T6M TA'r CHlfaNG 10 371

CAU H616N rAP VA THAo LuAN CHU'ONG 10 373
TAl L1~UDOC TH~M CHU'aNG 10 375
C/llrollg 11:
M6 H1NH EFA: KrfiM DINH GIA TR! THANG DO 377
l.EE'A vii danh gin thang do 378
2.Me hlnh EI'A 378
2.I.Mo hinh EFA mot nhan to 379
2.I.1.PhLYong sai cua bien do IU'ong Xi 381
2.1.2.1Ii~p phuong sai giiia F va Xi 382
2.1.3.1li~p phuong sai giiia Xi va Xj 384
2.2.Mo hinh EFA hai nhan to doc lap 385
2.2.1.Phuong sai cua Xi 386
2.2.2.Hiep phuong sai gii:ra Fi va Xi 387

Muc luc xiii
2.2.3.Hi¢p phuong sai giua Xi va Xj 388
2.3.Mo hinh EFA hai nhan 10 luang quan ·390
2.3.1. Phuong sai cua Xi 391
2.3.2.HiVp phuong sai cua Fi va Xj 393
2.3.3.1liVp phcong sai gill" Xi va Xj 394
2.4.Ma lr~n EFA 396
3.V' du danh gill thang do b3ng EFA 397
3.1.Thang do dan huang: mOl nhan 10 397
3.2:11,ang do don huong: hai hay nhieu nhan to 399
3.2.1.SIi d I,lng PCA v6i Va ri max 400
3.2.2.S~rd vnS PAr v6i Prornax "'"'''''' 403
4.Cac dang phiin tich EPA va emg dung 408
4.1.Nhiln 1.5chung va thlmh phan chinh " 408
1.2.Clwn so J lfO'ng nhan to " " 410
4.2.1.Tieu ch rei genva Iue , 410
4.2.2.Tieu chI diem gny 410
4.2.3.Chc;mlnrac so IlfO'ng nhan 10 411
4.3.Quay nhan to 411
5.Dieu ki~n de philn tich EFA 412
5.I.Mlre do quan he gilra cac bien do luOng 412
5.1.1.Kiem dinh Bartlett 413
S.1.2.Kiem di nh KMQ 414
S.2.Kich lhuoe m5u 415
5.3.T\lo bien eho nhan to .415

xiv Phu'Clng phap nghien cuu khoa h9C trong kinh doanh
6.Danh gia gin tr] thang do b3ng ErA ,,"", .....•................", "", .."" ,,.416
6,1.50 IUQ'ngnhiinto trich "" """".",,",,"" """ "" " " ", " ..4J 7
6.1.1.50 IU9ng nhfin to trich khong phu hop " " " "" 417
6.1.2.Bienkhang nhom vao nhan to nhir da gia thuyet " " 418
6.2.TrQng so nhiin 10 va tong phuong sai trich 419
6.3.Chien tvoc philn tich EFA de danh gia thang do " 420
7.Philn tich ErA voi 5PSS ,,424
TOM T J.. T CHUONG 11 " " " " " " 425
cAu HOI ON TAp vA THAO LuAN CHUONG IJ ." " .." " ",,427
TAl LI~U DOCTI I~M CHUONG 11 "." ...."..."" .." ..... " " " " ".. 429
Clmullg 12:
MD HiNI"' T·TEST vA ANOVA: KIEM DfNH KHAc BI~T TRUNG

BiN H .,..,.."..,.."..,..".."." ..,.." "." , , " , ,.. 431
J. Van de ngh ien ciru " " "". " " .." " " , ," ," ". 432
2.50 sanh trung binh hal dam dong: t-test " " " 433
2.1,50 sanh hal Irung blnh dam dOng.." " , 433
2.1.1.Tru'Ong hQP mAu cap " , " , " 433
2,1.2.Truong hop mfiu doc l~p " " 434
2.1.3. Vi du so sanh hai trung blnh dam dong. m~u ciiip 434
2.1.4.Slr dung SPSS t-test mfiu c~p 437
2.1.5. Vi du I: So sanh hai trung binh dam dong: m~u dQc I~p 438
2.l.6,Vi dv 2: So sanh Lrung binh dam dong: miiu di)c l~p 439
2.1.7.Slr dung SPSS HeSI m~u dQc l~p " 440

xv
3.50 sanh bn lrllllg binh lro len: mo hinh ANOYA " 441
3.1.M<) hi nh ANOY A 442
3.2.ANO VA ITIQlch ieu 445
3.2.1.1'nlOng hop cae dam dong cO philn bo chufin 445
3.2.2. Vi du ANOVA mQt chieu: dfr Ii~u thir nghiem 448
3.2.3. Vi du ANOVA mQt chieu: dfr li~u khao sat 451
3.2.iJ.Kie·mdjnh hSu ANOVA 453
3.2.5.SU-dung SPSS: Ai'\OVA mot chieu 454
3.2.6.ANOVA m(>tchieu: dam dong khong co phan bo chuan 454
3.2.7. VI du kiem djnh Kruskal-Wallis 455
3.2.8.S':1'dung srss: kiem djnh Kruskal-Wallis 457
3.3.ANOVA hoi chieu: don quan sat 458
3.3.I.M6 hlnh A NOVA hai chi'eu don quan sat 458
3.3.2. Yi du ANOVA hai chieu: thll nghi~m khoi ngiiu nhien 46'1
3.3.:J.St:f<I\lng SPSS: ANOVA hai chilhl don quan S<1I 463
3A.ANOYA n chreu: lhlr nghi~m thun 50 464
3.4.1.MO hlnh ANOYA hal chieu: thu nghi~m thira 50 464
3.4.2. Vi du ANOVA hai chfeu: thir nghi~m thua 50 468
3.11.3.Circda ng tong bien thien 472
3.4.4.SU-dung SPSS: ANOVA hai chieu thiT nghi~m thira 50 473
3.5.Ai'\OVA cho thtr nghiem do IUOng nhieu Jan 473
3.S.I.Mo hinh ANOVA mot chieu: do IUOng nhieu Ian 474
3.5.2.Ma Ir~n hi~p phuong sai Yi 475
3.5.3.Vi dl,l ANOVA mQI chieu do luong nhieu Ian , 476

xvi Phuong phap nghlen cuu khoa hoc trong kinh doanh
3.5.4.Su, d~lngSPSS: ANOVA mot chfeu, do Ilrcmg nhieu fan 481
T6M Tkf CH VONG 12 " 482
CAU H61 ON TAp VA THAo LU~N CHVONG 12 483
T AI utu DOC TH~M CHVONG 12 488
CIII(cmg 13:
MO HINH HOI QUI DON vA BOl: KIEM D~NH TAc DONG

CllA MOT HAY NI'HEU BIEN D(>C L~P v Ao MOT BIEN PHl)
THUQC DINH LVc;1NG 489
I. Vnn ele nghiiln ell u 490
2. Hoi qui dan 491
2.l.Mo hin h hoi qu i luyen linh dan 492

2.2.Gin dinh trong rno hlnh hoi qui don 493
2.3.Di~1I Sial 11103

hinh hoi qui. 495
2.4.V6'<: !Lrong rno hinh SLR dua vaodll li~tI rn~u 497
2.4.1.V6'c luong m6 hlnh 5LR b~ng OLS 497
2.4.2.1[~$O xac djnh trong dam dong 499
2.4.3.1 [e so xac djnh trong m~tI 501
2.4.4.M5i quan h~girra he so tuong quan va he so hoi qui 502
2.4.5.Tinh chnt ella troe hlqng va va kiem djnh chung ,..504
2.4.6.Kie'md [nh P. va Po 506
3.MO hinh hoi qui bOi MLR 507
3.1.Mo hlnh hoi qui bOi MLR 508
3.2.V6'e Ilfong va kicm djnh h~ sO hoi qui b~ng OLS 510

xvii
3.2.1.Trong so hoi qui chua chufin hoa 510

3.2.2.Trong so hoi qui dii chuan hoa 511
3.3.H~ so phil ho-p 010 hinh 512
3.3.l.H~ so xac djnh trong dam dong 512
3.3.2.He sO xac djnh rrong m5u 513
3.3.3.Kiem djnh rmrc dQ phil h01' cua mo hlnh S14
3.3.4.He so xac dinh di'eu chlnh 516

3.4.D3 eQng myen 517
3.5.Mo hlnh h'Oiqui bOi MLR trong kiem 'dinh gia thuyet 518
II'a SI,l' phu ho-pcua
3.5.1.Kie·11) mo hinh va bien 519
3.5.2.Kiem II'n 51,1'phil hQP cua gill dinh 519
3.5.3.Kich thuoc m3u 520
3.5.4.Chi(!'n luoc ph§n tlch 521
3.5.S.Vf du minh hoa 524
4.£'hoI1 tlch MLR voi SPSS 530
TOM Tkr CH U'ONG 13 532
cxu H010N rAl' VA THAo LuAN CHVONC 13 534

TAl LI~U DQCTHEM CHU'ONG 13 536
CIII({m8 14:
MO Hi H HOI QUI vot BIEN DOC L~ DINH TiNH:

A OVA, ANCOVA VA NOI QUI.
. ~
537
1. Van de nghien ciru 538
2. Bien djnh tinh 539

xviii Phuong phap nghien ClfLi khoa hoc trong kinh doanh
3. SLR va ANOVA · H 542
3.1.SLR va ANOVA mot chieu .." " .." " " " .."."." .." " ..542
3.2.Vi du so sanh SLR va ANOVA mot chieu., .." " " 543
3.3.SLR va ANOVA hai chieu " "." " " 546
4. MLR va ANCOVA " " " " " 547
4.1.Mo hlnh ANCOVA "" " 547
4.2.Vi du ANCOVA va MLR vOi bien doc I~p djnh tanh ".,,551
4.3.Ph1ln tlch M LR c6 bien doc I~p djnh tinh vOi SPSS ".." "". 553
5. Hieu llllg h6 lllong rrong MLR co bien doc I~p dinh tinh ."." " " 554
5.1.1lieu lmg 116 tuong giiIa hai bien djnh tinh " .." 554
S.1.1.Mo hlnh hicu ung h6 tuong va XU ly., " "" ""." 554
5.1.2.DiJn giai hieu u-ng h6 tuong "" .."" .." "" " "" .."" " 556
5.2.HiQll lrng h6 tuong gilia bien dinh tfnh va b.ien djnh luong ..""",,. 559
T6M TAT CH LfONG 1.4."""" ...." ...." ...".." """ ".." ...."..... .... " " ....." ".564
CAU H61 ON T~P v); THAO LuAN CHUaNG 14 " .."." ".566
TA.l LI~UDOC I'll tM CHUONG 14"""""." ""."."""" ..,,..,, ".569
C/II(lIIg 15:
M6 HiN"" NOI QUI DA DIE v): PATH "."." " 571
1. Van de nghicn cuu " " " " 572
2. Mo hlnh hoi qui da bien MVR "" 575
3. Mii hlnh I'ATH 577
3.1.Mo hlnh tong quat va cac bien 577
3.2.Phan tich ma hinh PATH 581

M~JC I~IC xix
3.3.Vf d~1minh hoa vc PATH 583
4. B'~ .
len trung gtan, b'~
icn d'" .~ va. b'~
ieu tlet ien k'-
rem soa't .. 587
I M0• h'in h b'"

4..• ien d'~
ieu t'~ ., va k'~
ret, trung gran rem soar. .. 587
4.2.Phan tinh bien trung gian 588
4.J.Phan tlch bien di'eu tiet 593
4.3.1.Cac d\)ng bien di'eu tiet 593
4.3.2.Phan tich bien d;eu thea nh6m 595
4.3.3.Ph,in Heh bien di'eu tiet h6n hop va thuan ruy " 601
4.3.4.Kham pha bien dieu tiet 608
4.4.l'han tfeh bien kie'f1) scat 615

5. I'hill) tlch bien dm,] tiet voi 51'55 619
5.I.Phan tlch bil" di'eu tiet thea nhom vai 51'55 619
5.2.l'hl1l1 uch bien kiem soat, dieu tie't lhuan tl,y va han hop 619
T6M Tkl' CH U'ONG '15 620
CAU 1161 ON T~P VA 1'1 lAO LUA..NCHUONG 15 622
TAl Lieu DOCTI IEM cmrouc 15 624
TAl Lieu oA DAN .. 625

Laintlirlliu xxi
" , ~A
L01 NOI f>AU

?J7)/II(cmg p/lllp nghiell elfll khoa h!)Clrim liim Itl mon Irqe lrang bi cho
::7- IIguu; 119Cnhi"mg quan diem, nhijll Ihlte, pilltcmg phap va dlllg ell
elill Ihiel de tlwe Ilifll etic d!t all ngllien (lrll khoa hoc dlillg phlrollg pllap viI co
dIm II(\1l1g.Vi vffy, mOil h!)Cnay dii dlfr1cdu« vao giallg dl!y IfJl bgecao hoc vii tiell
si Irong cac IndTIIg d,!i II!)Cklro, nglmh kinh levil qlltin tri ITong IIll1ell mim qlla.
Trill tlr€'giu;, tni li~u tie pllltllng plllip nglriin (lrll rat plrong plru, tit tong qllllt dii'il
clruyin s811.Tuy nlriell, tlJi Vift Nnm, liri lifll tie mon Itgc nay cOli ral 1r1J" eire, gliy
kM khall cno nglfui II(1e,dlfc bi~1Iii Ir(leviin cao Ir9C vallghiell el(1Isillh.
C,ao trll1ll lliiy ra dUI IIIr~m gilip cho Irqe oiin cao hgc va nghien CIrri sinh cO
IIlem tili lifll h(le tijp v~plllfO'ng plrap Ilgitien Cln, biillg tiii'ilg Vifl. NiJi dUllg Clia
gino Ir/II1, baog'6m 1I11il'l1g kit?il illite lien lang trong nghiiin Clhl khon Il9C hilll /1/111:
x(iy d!t'IIg va kieill d;"II Iy tllllyel kho« /Igc. Noi dll118gino Irinh 11aylit pllan IIlii
dung col liii ella c/1I1(1i1Ii!1II IUp lJe plnrong p/Ilip nghihl Clr!; tac gill gi.r; tlri~u rho
giting viell cua Truong Vii Kirrh Iii'TPHCM Iii' nifm 2007 den 2010. C(I fhli'gioo
Irln/I IIay baogOlll hni I~J!, 15 chuang:
TtJp / bao g'6", 5 clu<,(Tllg(C1Jl1'Cl7Ig 1 diii1 C/II((Tng 5), gia; Ihi~1I v'a Ihiiil k€'
Ilghirlll """. CIIII'Q'llg 1 Ir/niT lilly 100I1g qlwn ve "E'lien CII'II khan "9C. C/IIl'(TIIg2
gi6i thi411cacft tflll'C xac djnlt vrnl ife nghien erhl. ChuvIIg 3, 4 vn 5 gir'Ti Ihi~1I vc!
pJurcmg pllap di"ll tinh, ifjrrh 11l'(Tllg,vn 116n 1111". Tgp II bao gom 10 c/1U'llIIg
(011((1118 6 lie" so'
Chlf(TtJg75) giai Ihi~u miJt phlfong philp cninh IrOllg ki€;11dillir
Iy tJwyel kllon Irpc M,lg ii/lilt I"(Tng. Chuang 6 '''1'111bay "Ie pl1lfcfIIg plu;p ch(J1I
",Oil ITI)II8 IIglriell elrll ifillh Im}ng. Clllrollg 7 vii 8 II/ldc l~i ve co sO- ve do lttong,
tlru IIlqj! tli; li~1I dinh /rt(TlIg, vii each Ihr'rc do !trimg khal lIiflll IIghiell drll.
Cllucmg 9 im IlJi 11191 siYkiiiir IllIre 1lr01igk€ co ba" dr'mg Irong kiein dinll ly Ilmyel
kl'OII !t!)C.CIIU(mg 10 va 11 Ir'lllr bay phlflmg phcrpdaniz giti Iff) till cijy va gili tri
Ilrall,~ ifo: Crollbach alpha va EFA. CllIl11ng12,13 va 14 giui Ihifllnhimg 1116hinlr
tlrOllg k€ plIO bien dling de ki€;n d!nlr IIj IIwyii! klroa IIIJC:I-lest, ANOVA, Iroi qlli
dUll va bpi va ANCOVA. CliO, Cling, Clnrong 15 gi6i tlli?1I 1110Irinll hoi qlli da
bieil, PATH vn It'6i qlli MMR.
Cilia trllllr lIay theaIUrUrlg 1;'lg d!mg trollg IIliel kevil tI'!'C Irif" IIglnell clhl
trollg khon 1t!)Ckillll deanII, tijp trlmg nlnell vno vi dl} lIIilllr 1r1}Q, clui yell tTid, lir
IIlgt sO' "gllie" Clhl elia trlc gin vii ctic cijng S!( trong nlrihlg lIIinl gan lIlly ve
tlti
IrtlVIIg Viii Nam. Pllnn 1Il~1Il IhOllg ke SPSS dlfr1'- giui Ihifu d€'Xli' ly dii' lifll.
xxii PIUfO'lIg pl1tipI1gili.n CUltkhan h9C trollg kin;' dOnl,Ir
Ciao trillil nny ph(lC V(l chillil cho mOil hoc phuong phap 11ghien c(ft( khoa hoc a
bqc crill 119Cvrllie" si Cli" IIglmll kinn doanh. Tlly nhitn, IIhii'tlg "gimh khoa hpc xli
hpi khtu: lieu c6 tile'slr d(mg vi elillg c!llIlIg phucmg pll/ip Ilghierl C'1rL1,De'slr d(lIIg,
"SU!}; d9C dill nhimg ki€'1 tillre co ban ve plll(cmg pJlIip nglzien dru Illzijp mOil 0
bl,ieCI( IIhrill, ud, IIgMbl CI(II th! truimg va m(it sii'kiii'n thut: co ball ve thullg kii, Vi
t'(jy, sinh VII!Il b(le elr Ilhlill ctic lltim ClIO;Clillg co thelham kJltio,
Tar gia trlllI Ir(lIIg ctim q" cae aollg IIghi?p Truimg DH Ki,,11 teTPHCM,
d~c bl?1 Itl GSTS Nguy~1I DOllg /)ItOllg, Ifglro; </Ii kid: thich, xiiy dt,mg lIt! 10'durc
ellI/Oi IUp pJrUUll8 plltip nghiell (1m khOIl hpc, cae Ihay co iham 8'11 chuoi lop "iiy,
ClillK wi etlc "ve vic" caa h!)e va IIghiell CI(II sinh, riJ 11,l0cho ttlc giti IIgu'OlI ea",
'II)ollgdthoiill 11111,,11
gillO Irmlt lIay,
Ttu:gid Irall IrC;III8cam Ort Truimg DH Kinh I€TPHCM riff cap kinl: phi dt
111I,re1!i~1Ivtl ll(ii aollg Iflllill di"il gino Irllll! clin Nhi: Trur}lIg cilia xi, tlollg gop
"llIell y k,t" qui btlll cho gino lrillll nay,
CIIOt Clirlg, lIIe gid biOI IJIl TS Nglly€n Til! Mai Trang dii dimh Ilhi'ell II,Ui
giall tit illtin III~" VC Il(ii dung, doc, gop y un SI~11chil'a ban tlllio nlrieu tan, Tlly
lI11iell, fJllI(IJllg plf/fp IIghiell CI/'IIkhon il9C Iii lanh f'!(c plru'c tqp vii da d~ng, VI vf!y,
gitio Irillll lilly clldc chdll c(mllillelllhicil sOt,
Vtli {(II /1,711 !'Iill Iilr',. 'rM? (I1nl1l 2011), tne gin ali I1h(11I(trWc "hieu pile binh.
VrI gop y clill III!II dQc, f)l<'ll vilo IIllIf"g pM binlr va gOp y do, f(n ban tall thri'llai
"ily (mTIIl 2013), ria (Irt'(7csrrn cntm Irhimg liii vn bO'sling nldell ph'lirt Irong cae
chuong, tlrJelii~1 Iii Iroug Chuang. 7 uc CMV viI CllImng 15 ve chi lie! Ctlell pl,o"
tich bierl trrlllg ginn, dfell tiBI va ki€;n sonl M,rg hoi qui 1/11/' bgc. Tae grd klllll
1II0llg tiep i!IC IIhQn timlC IIhi'mg pile bitlll vii gop!) eria b(ln d9c,
TPHCM, t/uillg 10 m11112013

Nguy~n Dlnh ThQ
Tnremg DH Kinh teTPHCM
Chuong I. 'I'O'nl! quan vii nghiclt cuu khoa hoc 1
T~p I
THIET KE NGHIEN C(J'U

Chuang 1. Teing quan vc nghicn (ll'll khoa hoc 3
C/,U'UlIg 1
Tong quan v'e nghien ciru khoa hoc
Chuang nay giai thi~u cac IlQi dung:
1. Ngiliell cr~'~ kho« Ir9C
2. Cdc f/'ldl/l8 plrrii IIgllicl'l crhl khoa 11(1C
3. L!i Ilruyrl klrOllll(lc tIn lieu cllI.lnll ddnh gin
4. Nglri211clh" xlly d!I'ng va ki€ill dinh Iy fl11IyH khoa /r9C

4 Phuong phap nghien cuu khoa hoc trong kinh doanh
Phong viell gioi co the'dong gop thong tin 111ai va doi khi quan
tl'91lg elm kilo fallg iri thuc. Nhii khoa hoc gibi (hay d&) cling co
lilt lam rlieu rio, IIlllmg ho linn 11~!IklJ6ng pluii Vlh(l iii nita khoa
hoc Ilia vi Ir{lla plrong tlien gibil (Dubin 1978, 16).
Phat bieu cua Dubin, mi?l nha nghien Clru ve xay dung Iy
Ihuyet khoa hoc, cho chlmg ta mQt so suy nghi tnroc khi di vao lanh
vue phuong phap nghien cuu khoa hoc. Cong viec (co the Iii mQt
Irong nhl'mg cong vi~c) cua phong vien, thea SI!hieu biet cua tac gia,
lil ghi chep co h~ thong nhl'mg du kien xay ra de truyen dat I~i cho
nhung ai quan tam ve chung. Nhlr v~y, de Ira thanh phong vien,
chung ta dln phai duoc dao tao nhung kien thirc va ky nang dIn thiet
rna nha nghien CLI"lIkhoa hoc c6 the khong duoc dao tao,
Tuong h,1' nhir ph6ng vien, hay cac nganh nghe khac, nha
nghien CU'L1khoa hoc cling duoc dao tao nlumg kien tlurc va ky nang
de lam nghien CLI'Ukhoa hoc, Mo la cac hien tirong khoa hoc trong
rhuc I'e khong phai ta cong vi~e chinh cua nha nghien CLI'U, Nha
nghien cuu phai kharn pha qui luat thuc te (reality), OJ nhien, de
kham pha qll i ILl~tella thuc te, nha nghien cuu can phai mo tli chuug.
Lay VI du, neu chi mo ta trai tao roi tu' tren xudng, thl nhfmg nglrOi
binh thuong (nho tac gia giao trinh nay) hay cac ban hoc sinh tie'u
hoc deLi biet duoc va lam duoc. VI vay, net! chung ta chi dlmg (1 viec
"tai tao roi til' tren xuong" thl Newton va cac ban h9C sinh tie'u hoc
khong khac nhau may, Nhung Newton Iii nha bac h9C 1611cua nhan
loai vi ong ta tim duoc qui lu~t roi cua trai tao (P = mg).
I Nguyen v3n tiiing Anh: "Good reporters can contribute new and
sometimes important information to the body of knowledge. Good (or even bad)
scientists can do the same thing. doing SO not because they are scientists but
because they are good reporters",
Clurong I, Tons qua" vl! nghien ct('U khoa hoc 5
MQt van de l1u'a rna nha nghien ciru khoa hoe din chu y la (mQt)
diem khac nhau giva nha nghien ciru khoa hoc va nha van. Nha van
c6 the dua vao thuc te de lam nen tang cho tac pha'm van chuong
(tam goi la rna ta thuc tC) va ho cling co the dung htr cau (I;,Imgoi la
tao nen thvc Ie) trong lac phfirn van hoc cua minh va nha van duoc
dao tao nhfrng kicn thirc via ky nZmg de thuc hi~n cong vi~e cua ho.
Tuy nhien, nha nghien cuu khoa hoc chi mo teithuc te de tim qui lu~1
ella no chl1 khong the tao ra thuc t@. Cong vi~c kharn pha va kh3ng
dinh qui lu~t cua thuc te: xay dung va kie'm dinh Iy thuyel khoa hoc
la nQi dung ella giao trmh nay. Tuong 11,1' nhir trong nhirng nganh
khac, ngu'oi lam nghien ciru khoa hoc din e6 nhimg kien thuc va ky
niing can Ihie'!. truce lien la ve phirong phap nghien cuu khoa hoc de
co the' tro thanh thanh vien rrong c9ng dong nay.
1. Nghicn dHI khoa hoc

1.1. Khai ni~m vianghien eml khoa hoc
Nghien cuu khoa hoc) lil each thuc con ngtrai lim l'lieu cac hi~n IlI'O'ng
khoa hoc met each e6 h~ thong (Babble 1986). Trong the giai ngay
nay, dc' hi0'u bict mQI SI,I' viec, chung ta co hai each do lia, (1) ehap
nh~n va (2) nghien ciru. Chfip nh~n (agreement reality) La each thuc
con nguoi hie'u biet S~I'vi~c thong qua vi~c thua nhan cac nghien ciru
hay kinh nghi¢rn cua nguui khac, Trong khi do, nghien ciru
(experiential reality) Iii each thirc con ngiroi tim hieu SI,I' vi~c thong
qua vi~c th~c hi~n cac nghien ciru hay kinh nghi~m ella chinh minh.
'1 uy rAng vi~c t~() rn thuc te ,,!tn xuii't hi~n (di. khOng the chap nhSn) trong
nghien c(ru khoa hoc: thay vi till! thap d" Ii~u lai t~o ra dirli.?u g!" (tao ra thuc te)
y
de kiem dinh Iy thuyet khoa hoc (rou 0 day khong phai 110 d~ng t"o ra dirli~u de
minh hoa cho mot phuong phap, vd, ph;;n liro thong ke, nao do).
I Nghien CUll kho. hoc xii hoi via kho. hOC h,1 nhie!\, CO nhfrng di~an tuong
dong vii nhfrng difm d~c tmng rieng CIi. chung. Phll'01lg philp nghien ctru trong
giao trinh n~y Ihu<)cvilo I,;nh vue khoa hQc xa hoi.
Chap nh~n lit nen rang ella hau het cac kifn thtrc chung ta co
duoc, boi vl chung ta khong the hieu biet duoc rnoi S\f vi~c b~g
nhl'mg nghien cuu, kharn pha ella chinh minh. Tuy nhien, chung ta
co the tnrc tiep th~fe hi~n cac nghien ciru de hieu biet 51! vi~c. Hay n6i
each khac, kifn thlrc Iii dang san "ham co the nh~ diroc thong qua
chap nh~n hay nghien nfU. Khoa hoc cho chung ta phuong thirc de
tiep e~n voi cci hai each hie'u biet 51! viec tren day, chap nhan va
nghien ciru, de hic'u biet 51! vi~c ma chung ta can biel. Khoa hoc thiet
I~p nhirng lieu chua'n cho vi~e chap nh~n rung nlur cho vi~c thl!C
hi~n cac nghien ciru.
1.2. Nghien cit'u han lam va lrng dung

C6 nhieu each philn loai nghien ciru, dira vao rnuc dich Slr dung ket
qua ella nghien ciru, nghien cuu khoa hoc co the' chia thanh hai dang
co ban, do la (1) nghien ciru han Him (academic research), va (2)
nghicn cuu irng dung (applied research).
Nghicn cuu han lam trong mot nganh khoa hoc nao do la
nghien cuu nh5m rnuc dlch rna rQng kho tlmg tri tlnrc ella nglll1h
khoa hoc do. Ket qua cua nghien cuu han lam chu yeu nham vao
rnuc dlch Ira loi cho cac cau hoi ve ban chat Iy thuyet cua khoa hoc.
Hay noi each khac, nghien cuu han lam co muc dich xay dung va
kiem dinh cac Iy thllyet khoa hoc. Cac Iy thuyet khoa hoe dung de
giai thich va dv bao cac hi~n nrong khoa hoc (Kerlinger 1986).
Nlur v~y, nghien ciru han Him trong kinh doanh la cac nghien
ciru giup rno rong kho tang tri thuc ella khoa hoc kinh doanh, Cac
nghien cuu nay xay dvng va kiem djnh cac ly thuyet khoa hoc ve
kinh doanh de' giai thich dv baa cac hi~n nrong khoa hoc trong kinh
doanh. Ket qua cua cac nghien ciru han lam trong kinh doanh khong
nh3m vao rnuc dich ra cac quyet djnh ve kinh doanh clla cac nhil
quan tri trong mot cOng ty cv the.
Chuong I. TO'''1lquan vc "shien crru khoa hoc 7
1<0'1qua cua nghien him lam tlurong duoc cong be Iren cac
CLIu
tap chi khoa hoc han lam ve kinh doanh, d'i nhien la chat luong CLio
nghien cuu dar yell cau cua tap chi khoa hoc ('\,1 the nao do. Cac ket
qua nghien ell'\.ld~ng nay khong nharn vao vi~c ra quyet djnh kinh
doanh cu the' cua doanh nghiep nao cs: Chung giLlp cac doanh
nghi~p hiell biet ve cac qui lu~t trong kinh doanh de tll' d6 cO the' v~n
dung C~I the (c6 thc' thong qua cac nghien cU'U ung dung tiep theo)
vao vi~c ra quyet djnh va v~n hanh cac hoat dong kinh doanh cu the'
cua doanh nghi~p, Vi v~y, chung ta can chu )' la ket qua cua nghien
cuu him lam thong rhuong la khong the'(mg dung true tiep vao th]
truong duoc ma ciin phai thong qua nhimg nghien cuu ung dung
tiep theo. Co nhirng ket qua nghicn cU'U him lam phai can nhi'eu nam
moi co th1l'ling dung trong tlurc ti~n duoc.San pham rna nghien Cll1.1
khoa hoc him llim chi co gia tr! neu no duoc c(ing dong khoa hoc
chap nh~n, nghia Iii no duoc eong bo tren cac t<.lPchi han lam khoa
hoc d u'O'Ccong dong khoa hoc quec te chap nh~n', Nell no khong d~t
duoc yell diu nay thl h'iiu nhu khong co gia tri5,
Ui'y vi du mQI nghien cuu him lam cua mQ! nhil khoa hoc trong
trtrims da i hoc hay vi~n ngl'lien ctru ve mOi quan h~ giCra thai
11101 dO
'1 Trcn th.! g,6;, cac tap chi khoa hoc him t5m noi chung va khoa hQChiln t5m
[runf' kinh donnh nbi rieng Iii de tap chi co "we dieh cong bi) de dInt; trlnh
nghien .:t'll kboa hoc hi'" liim, Trong ngimh kinh doanh co nhfl'u tap chi chuycn
nganh kh,,;c nh\l\1 nhu t!ti chinh, nhfin s~r, 'Juan tr], marketing, san xuat. vv. va thtr
h~ns cua ehllng Cling khnc nhau. C6 nhieu to chuc phan IO{lichung nhu rhomson
l{toulcrs (thuong goi Ihco ten cil I. lSI-Institute for Scientific Inform,llion, cac t{lP
ch' trong ng.\nh khoa hoc x3 h(>1Ii>SSCI-Soci.ll Sciences Citalon tndex), Scopus,
ABOC (AlI.lr.,li"" Busin~'SSDeans Council), vv, Vi chi lieu danh gia khac nhau nen
til':' hang eua m{it t~p chi nllO d6 co Ill;; khiic nhau Irong cae h~ phan lo~, kh.ic
nl",u, Iuy nhien, m{it each long quat, mot dIng trinh de dllQCcong bO tren m{it tap
<'hihi", lam kho, hoc quoc te di'>duvc cQng dong khoa hOCcOng nhan phal cO die'm
mm va CO y nghia (pMi Ihong qua h~ thong binh duyel chal chi.' cua dc nha khoa
hVl' lrung rung <huy.!" ng;'nh h~p),
, '\Jgllbi vjill giac) tnnh nay ciing 13lac gia cua 111Ql so san phiirn nghu~n ciru
kh6ng cO 8,5 trj (kh6ng c6ng bO dUQc) nhu v~y,
8 Phuong phap nghien CLrU khoa hoc trong kinh doanh
va long trung thanh ella khach hang doi v6i thuong hi~u (nghien cuu
han lam). Muc lieu ella nghicn CU'L1 nay la gl? Xay dung va kiern dinh
mot Iy lhuyet khoa hoc, thong qua vi~c tim kiern moi quan h~ giua
hai bien, thai do va long trung thanh. Slt m~g cua nghien ciru nay lit
gl? Phuc vu xii hoi loai ngltoi, thong qua:
Giup nhirng ngu'oi quan tam den liinh VIfC nay hieu biet duqe
moi quan h~d6.
Cac eong ty kinh doanh ting dung n6 V/IO viec kinh doanh (lam
eho vice kinh doanh cua cac cling ty co hi~u qua hon) thong qua viec
xay dvng nhiing rlurong hieu duoc khach hang thich thu.
Ciup cho cac nha nghien ctru thi truong (U11gdung) thiet ke cac
nghien CLI'U cu the' cua rnlnh. Lay vi du, khi khach hang khong trung
thanh voi thuong hieu cua rnlnh, cong ty eo the th....c hii~n mOt nghien
cuu ve thai do cua ho dOi v6i thuong hieu ella rninh nhu tl,e' nao?
Die'lll nao CLIO rhuong hiell Jam cho ho c6 thai dQ khong tot (ly thuyel
da cho I'hay thai dQ tO't doi voi mot thuong hieu 111mot yell t6 lam
cho khach hnng tl'llllS thanh voi rhuong hi~u do), Han nira khi cac
nha nghi@n cuu him lam di tim moi quan he giG'a hai bien nay, ho dill
phai xay dung cac thang do de' do hrong chung. Cac nha nghien et:1LI
th] tl'ltimg e6 the' Slr dung thang do nay trong nghien ciru ra quyet
djnh cua minh.
Nghien ciru ll1lg dung Ii! cac nghien cuu nham lmg dung cac
thanh tuu khoa hoc ella nganh do vao thuc ti~n ella cuoc song. Ket
qua ella nghien CUll (fIlg dvng nh~m vao muc dich true liep h6 Irq
eho vi~c ra quyet dinh. Nhu vay, nghien ciru ting dung trong kinh
doanh la cac nghien cuu ap dung khoa hoc kinh doanh de nghien
cuu cac van de kinh doanh ella cong ty nhu marketing, nhan S,!, vv,
Ole nghien ellll nay nh~m vao ml,le dich h6 trQ cae nha quc\n trj trong
qua trinh ra quyet djnh kinh dO'anh. Trong nganh kinh doanh, d~ng
nghien eu'u ung dvng pho bien Iii nghien cUu thi trU'(mg, va hlnh
than], nen I1g1mhnghien eu'tl thi truUng dOc I~p de' th~I'chj~n nghien
Chuong l. Tong qll~n vI}"shiell Ct"U khoa hoc 9
cuu th] truong cho khach hang la cac cong ty kinh doanh can thong
tin dl! ra quyet djnh kinh doanh.
Gi60 trinh nay chi t~p trung vao nghien cuu han Him trong kinh
doanh voi muc tieu Iii xiiy dung \'II kiem djnh cac I)' thuyet khoa hoc
trong kinh doanh. Tuy nhien, ban doc cung chu y Iii SI,I' khac nhau co
ban cua nghien CUll him lam va nghien ciru tIng dung la 6 muc dich
CUi) nghien cuu, I':ghien cuu han lam nh~m vao muc dich xily dung
va kiern dinh Iy thuyet khoa hoc-thu th~p dfr li~u de' xliy dung va
kiem dinh Iy thuyet khoa hoc. Nghien Cll1.1 tIng dung nh~m vao muc
dieh thu th~p dl!' lieu de ra quyet dinh kinh doanh. Khong co 51,1' khac
bi~t ext ban ve phirong phap va cong Ct.1 rrong nghien elm him Him va
nghien CUll lmg dung. Nhu v~y, du li~u Iii trong tam ella cac du an
nghien cuu, du lil him lilm hay ung dung. Va, cLing VI vaY, cac nhll
nghien cuu rhuong dong nhat giCfahai khai niem duo li~u va nghien
cuu (research: nghien eli'u'" data: dfr li~u)
2. Cac tnl'(l'llg phai nghien cuu khoa hoc

2.1. Suy dien v~qui nap
Tuy thu(lc vao vSn de khoa hoc can nghien cuu, chung ta co lien
hanh nghien cuu theo qui trrnh suy di~n (deduction) hay 'lui n\1p
(induction). Hlnh 1.1 minh twa cho chung ta hai qui trlnh co ban cua
nghien ciru, suy di@n va qui nap. M6 hinh nay con duoc goi Iii vong
Wallac~ (Wallace 1969, ix).
Qui trinh suy di~n b~t dall til cac Iy thllyet khoa hoc da co, con
gOi Iii I)' lhuyet nen (foundational theories) de xay dung (suy dj~n)
cac gi<i lhuyet tra IcJieho diu hoi nghien ciru (research question) va
dung quan sat (thu th~p dlf li~u)" de kiem dinh cac gia thllyet
• Thu3t og" quan slit (observations) cO hai nghia trong nghil?n ciru. :>Ighia
hep, Ihu~1 "II" quan <.il am clu phuong phap Ihll th~p dir tieu biing quan sal (",.il).
'lghiJ r6og, Ihu,it ogu' quan <0\1dung de chi eho tal ca cae phl.l'O'ngph~p Ihu lh~p
10 Phuong phap nghien CL),U khoa hoc trong kinh doanh
(hypothesis) nay. Qui trinh qui Il<)P di theo lurong ngU'Q'elai voi qui
trlnh suy di~n. Qui trinh nily bill dau b~ng each quail sat cac hien
nrong khoa hoc de xily dung 010 hinh (pattern) gicli thich cac hien
urong khoa hoc (ly lhuyet khoa hoc).
Hinh 1.1, Suy di~n va qui nap trong nghien cuu khoa hoc
ly Ihuyet
i
SUYDrEN
f ..---...1--,1
CAUHOI
\
TringqllM hoa ",CHIEN CUU Cia thllyet
\. 1
QUYN..,P
I
!
Ngtlon: Wallace (1969, ix)
Mo hlnh (Hlnh 1.1) cho thay moi quan h~ gifra Iy thuyet va gia
thuye! cung nhlt co so cua SV' phat trien trong khoa hoc xii hOi. Ly
thuyet lit nen timg dc' xay dung cac gia thuyet: gia thuyet din co quan
sat de kic'm djnh: ket qua cua kic'm dinh cho ehimg ta cac tong quat
hoa, va cac tong quat hoa nay se bo sung cho Iy thuyet. Ly thuyet lai
ticp rue kich thich cac gia thuyet moi, vv. Tuy nhien, cac quan sat
cung cho phep chung ta tong quat hoa de xiiy dung nen cac I>;
thuyet. Qui trinh tiep di~n va khoa hoc ngily dmg duoc bo sung va
phar tricn.
d" lifll nhu quan silt. ph6ng \'an. th;\o IU~I1,VV. 6 day. thtl~t ngii quan sat duec
dung theo nghia ,<)ng.
Chuvng I. 1'(>'I'g qunn ve nghicn ClllLl khoa hoc IJ
2.2. Dinh tinh, dinh luong va h~n hep

t-:ghien cuu khoa hoc co the chia thanh ba truong phai, do la (1) dinh
tinh (qualitative approach), (2) djnh luong (quantitative approach) va
(3) hon hop (mixed methods approach). Trong nghien cuu han lam,
nghien cuu dinh tinh rhuong (chcr khong phai luon luon) di doi voi
vi~c kham pha ra cae Iy thuyet khoa hoc, dua vao qui trinh quy nap
(nghu?n cuu truce Iy Ihuyel sau; vd, Marshall & Rossman 1999).
'ghien ciru djnh hrong thux:mg g~n liEmvoi vi~c kiern dinh chung,
dua vao qui lrinh suy di~n (I,. Ihuyet r'Oi den nghien ClI'U; vd,
Ehrenberg 1994),1 I'll'cmg phai nghien cll'U hon hop phoi hop ca djnh
tinh v1l djnh hrong voi nhirng mire dO khac nhau, vi du nhu dinh
tinh Iii chinh, djnh hrong III chinh ho~e ca hai dong vai Ira nhu nhau
dc' rung gi.,i quyel van de nghien cuu (vd, Cresswell & Clark 2007;
Tashakkori & Tcddlic 1998),Chi liel ve dinh tinh, dinh luong va ht.n
hop duor rhao IUQntrong die chuang tiep thco.
2,3. n~nh~t1 IhLl'C vii truong pJuli nghien elm khoa hoc
Nghicn ClI'U khoa hoc va san phd'lll ella chung-e-tri lhirc khoa hoc
(scientific knowledge)-lu6n g~n lren v6i h~ nhfin tlurc khoa hoc
(paradigm), NghiGn ClI'U khoa hoc b~t ngufin tu
su to me cua chung
ta doi voi cac hi~n urong khoa hoc. Phuong phap nghitm ciru khoa
hoc giup ChLlI1gta kham ph'; cac hi~n tU'{;mgkhoa h9C IllQt each co h~
thong, Co nhi'cu each thlrc kharn pha cac hi~n tUQ'I1g khoa hQC-I~o
ra tri thuc khoa hoc-va chung dua tren nhC'mg tien de khac nhau,
I~O thanh cac h~ nh~n thirc kho.i hoc, Thuat ngir h~ nh~n thuc khoa
hoc duoc Kuhn (1970) Sll dung trong phan tich ve S~fphat trien cua
khoa hoc. Trong nghien Clnt khoa hoc, h~ nh~ thlfC khoa hoc cung
cap each tiep c~n cho nhit nghie:'\ ciu.
12 Phuong phap nghii'mciru khoa hoc trong kinh doanh
C6 nhicu h~ nh~n thuc khoa hoc duoc hlnh thanh, chung ta e6

the' chia thanh ba h~ nh~n thirc chinh: (1) h~nh~ tlnrc khach quan
(postpositivism), con got la h~ nh~n tlurc thuc cheng, thuong di doi
v6i rnrong phai dinh LUQng, (2) h~ nhan thLrC chit quan
(constructivism), con gol la xily dung hay di@n giai, thuong g~n lien
v6i truong phai dinh tinh (qualitative approach), va (3) h~ nh~n !hllc
th"c dung (pragmatism) giin Ifen voi tnrong phai han hop. Ciao
trlnh nay t~p trung vao ba tnrong phai nghien ctru nay (dinh tinh,
djnh ItrQTIgva han hop).
Cac trtriJng phal nghien ciru khoa hoc dira vao ba van de chinh,
hay nol each khac, nhll nghisn eCrukhoa hoc din phai tn,; lCyi ba cau
hoi eo ban sau day de co thC'hie'u duoc MUng gi chung ta muon biet
(vd, Cuba & Lincoln 2005; Johson & Duberley 2000):
1. Ban chat cua thuc It!La gl (what is the nature 01 reality)?

2, Nha nghien cuu va san pharn nghien CLI'U (cai chung ta
mLion biel') quan h~ voi nhau nlur the nao (what is the
relationship between the knower and the known)", va
3. Cach thuc n80 d@'kharn pha ra tri tlurc khoa hoc (what are
the ways of finding out knowledge),
Cilu hoi thtt nha! thu{lc ve quan dle'm lu~ khoa hoc (ontology:
the science of being). D6 IIIkhoa hoc VEo ban dlat cua tlurc te. Hay n6i
each khac, quan diem lu~n khoa hoc La nhimg gia dinh
(claims/assumptions) ve ban dlat cua rhuc te'-nhu'I1g g1 hien hiru,
cluing hien hii'u nhir the nao va chung 'Iuan he voi nhau nhir the nao,
TnrOng phai nghien Cttu djnh hrqng, dua tren co s6 cua h~
nh~n Ihtrc khach quan, cho r~ng eo SI,I hien dien mot th~rc te khach
quan duy nhat (objective reality) va IfQc l~p v6i nha nghien Cttu.
Theo truong phai nay, nghien ciru kho I hoc co g5ng rna til qui lu~t
Chuong I. T'-;ng qll~n vI} nghicn Cl"U khoa hoc 13
cua thuc Ie' khach quan nay cang chinh xac cang tot, Vi v~y, cac nha
nghien cuu khoa hoc dira vao h~ nh~n thirc khach quan co g~ng
kharn pha cac qui lu~t nhan qua (cause-effect relationships) cua cac
hi~n ruong khoa hoc (vd, Johnson & Duberley 2000),
Truong phai nghien cuu dinh tinh, dira tren co 56 cua h~ nh~n
thuc chu quan, cho ding khang the hien di~n mot thuc te khach qtlan
ma hi~n di\'n da th~rc te (multiple, socially constructed realities), phu
lhuoc vao nhll nghien oru. VI v~y, cac nha nghien ciru trong he nh~n
tlurc chu quan cho rimg cac hi¢n tlf(7ng khoa hoc tac dong qua lai I~n
nhau va quan h~ nhan qua khong the ma ta ho~c giai thich duoc thuc
te (Cuba & Lincoln 2005),
Truong phai nghien (lJ'U han hop (mixed methods approach),
dira vao h~ nh~n lhu'c thuc dung, cho r~ng van de quan trong de tao
ra tri thuc khoa hoc khong phai 111co S~I'hi~n dien mot thuc te khach
qUiln hay khong, ma Ii'l san pham cua nghien cuu khoa hoc se git'lp gl
cho nhlln loai noi chung, trong nganh kinh doanh Iii doanh nghi~p va
nhi}ng c~ nhfin, to' chuc c6 lien quan (vd, ngtl'ai tieu dung, hi~p hoi
kinh doanh, to' clurc quan I.>'nha nuoc ve kinh doanh. vv). Hay n6i
each khac, h~ nh~" thuc thuc dung t~p trung vao vi~c ung d~lIlgcua
san phfirn khoa hOc-giai quyel van de thuc ti~n trong kinh doanh la
trong t5m (Creswell & Clark 2007). Cac nha nghien cuu thllOc h¢
nh~n thtl'e nay cho r~ng SLrdung phuong phap nghien cuu khong
phili la van efe quan rrong, phuong phap nao cling drroc, mi@nIiisan
pham cua chung giup gilli quyet duoc van de ho quan tam. Vi v~y,
ho Slr dung ca djnh tinh va dinh lU'Q11g(h6n hop: Tashakkori &
Teddie 1998; Greene & Caracelli 2003).
Call hoi Iht'l hai thuQc ve nh~n th(rc lu~n khoa hoc
(epistemology: thl! theory of knowledge). D6 Iii khoa hoc ve tri thlJoe
khoa h<>e.Hay noi cach khae, tri thue khoa hoc Iii gi? nhfrng gi 111tri
lhue khoa hoc va nhung gi khong phili Iii tri thue khoa hge, nguon
goc, ban chat va h",n ehe ella chung, vv,
14 Phuong phap nghien ciru khoa hoc trong kinh doanh
Truong phai nghien cuu djnh IU'c;711g, thea h~ nhan tlurc khach
quan cho r~ng tri thuc khoa hoc doc I~p vaj nha nghien cuu, Ole nh1t
nghien cuu thuoc truong phai nay thu thap dir li~u dinh hrong (doc
I~p voi ho) va d6 la thuc te (reality) -de kiern dinh Iy thuyet khoa
hoc [tri thirc khoa hoc), Vi dfr Ii~u doc I~p voi nha nghien ciru, cho
ncn nha nghien cuu khong nhat thiet phai true tiep thu th~p dfr li~u,
\Ie m~t Iy thuyet, bat ky ai thu th~p cung nhir nhau vai cac cOng CI,I
thu th~p co slin, Vi du, nha nghien ciru thiet ke bang cau hoi chi tiet
(structured questionnaire) va cho nguci khac thu th~p dtr li~u theo
bang diu hoi nay,
Truong phai nghidn ciru dinh tinh, theo h~ nhan thtrc chu quan
cho f~ng tri thuc khoa hoc phu thudc vao nha nghien ciru. Cac nha
nghien cuu thuQc truong phai nay true tiep den hien truong de' thu
th~p va di6n giai dli Ii~u, Dmu nay co nghia lit y nghta ella du lieu
thu th~p kho co the'tach roi khoi nha nghien ciru. Nha nghien cuu c6
the that) lu~n, quan sat, hoac dong h1111h vcri cloi tuong nghien cuu de
rim hieu ho va thu th~p dLI'lieu ILl'ho.
Truong ph~i nghien CLYU h6n hop, dira vao he
nh~n thuc thuc
dung khong quart lam den van ere tri thLI'Ckhoa hoc doc I~p hay phu
thLlQevao nha nghien cuu, rna Iii rinh thuc dung rna n6-no co giai
quyet duoc v5'n de m~ doanh nghieP clang quan tam hay khong? Cac
nhil nghicn cuu thea truong phai han hop Slr dung nhieu dang dfr
li~L1 va phuong phap thu lh~p chung.
Cau h6i lhu ba thuQc ve phircng phap lu~n nghien elnt khoa
hoc (methodology). Day Iii lanh vue nghien ciru ve cac phuong phap
tao ra tfi thue khoa hoc: nghien rou duge tien himh nhll the nilo?
Hay n6i each khae, eac Iy lhuyet dU'Qcxay dvng va kiem dinh nhu
the nilo?
Truang phai diM IUQl1g, d\,l'llvao h~ nh~ thuc khach quan va
thuang thea qui trinh suy di~n, cho r~ng nghien Clru khoa hoc Iii
kiem dinh cae Iy thuyet (gift lhuye!) khoa hoc va c<ic ly thuyet nay
Chuonb l. T61\i; quan VI! nghie" ciru khoa hoc 15
duoc dua ra (suy di~n) tLI'ly thuyet. Hay noi each khac, nghien clfu
khoa hOC'thee tru(mg phai nay Iii kiem dinh cac Iy thuyet khoa hoc
de' xem n6 co phll hop voi du' li~u th] truong (thuc te) hay khong, Vi
v~y, qui trinh nghien cuu co ban ella truimg phai nay III LY THUYE-I'
~ 'GIllEN CUU (Theory ~ Research), Nghien cuu khoa hoc theo
truong phai dinh IUQng dua vao phuong sai-c-dua vao 5\1 bien thien
gilla cac bien (khai ni~m) vai nhau. VI vay, no con goi Iii xiiy dung
(kie'm djnh) Iy thuyet khoa hoc theo plurong sai (variance theorizing;
vd, O,i1es 2003).
Tru'<)ng phal djnh tinh, dua vao h~ nh~n thuc chu quan, va
thuong theo qui trlnh qui nap, cho riing nghien cuu khoa hoc 1111(5y
dl,l'ng die Iy thuyet khoa hoc va dua vao qua trinh-e-cac hi~n nrong
khoa hoc tuong rae qua l<;Iivoi nhau va thuong g~n Hen voi cac
plurong phap dinh Unh. Phuong phap xly dung I), thuyet khoa hoc
theo truong phili nay duoc gol Iii xii)' dung Iy thuyet khoa hoc theo
quri trinh (process theorizing; vd, Chiles 2003; Langly 1999), Qui
truth nghlen cuu co btu, cua rruong phai nay 111NGH.JEN C(iU ~ LY
THUY~T (Research ~ Theory),
Truong phai nghicn CLI'U h6n hop, dira tren co sa ella h~ nh~n
thuc tlurc d\lng kel hQP ca phuong phap nghien cuu cI [nh tinh va
djnh IHong (y nhi'eu muc de) va thlt I\r khac nhau, de' xfty dung
va;ho~c kifm djnh Iy thuyet khoa hoc, Bang 1.1 tong ket cac d~c
diem CWl cac he nh~n thuc va truong phai nghien CUll khoa hoc,
Chlll1g ta cling dIn phan biet giLra phuong phap hl~n nghien
ctru khoa hoc v6i phvong phap va cong cu nghien ciru khoa hoc
(methods, tools, techniques). Phuong phap 11I~nnoi len each thuc tao
ra tri thu-c khoa hoc, nghia la, Iy thuyet khoa hoc duoc tao ra MU the
nao. Phuong phap va ding CI,I nghien ciru khoa hoc lit nhung phuong
phap va cong Cl,l cv the' dugc sll dvng trong qua trlnh thvc hi~n
nghien cU'u khoa hoc, vi dv nhu cae phuong phap thiet ke va danh
16 Phuong phap I1ghil~ncuu khoa hoc trong kinh doanh
gia do luong. cac ky thu~t chon rn~u. cac phuong phap phan tich so
li~u nhu phan rich nhfin to, hoi qui, ANOVA. vv.
Mot die'm nira cluing ta rung din chu y. nhu cia gi6i thi~Ll,
nghien cuu dinh tinh thuong eli doi voi viec xay dung cac Iy thuyet
khoa hoc, dva tren nguyen t~c quy n<)p (nghien cuu tn.t&c Iy thuyet
saul, nghien ciru djnh luong g~n lien VOl viec kiem djnh chung, dua
tren nguyen t3c suy di~n (Iy thuyet roi den nghien oru), Nhung din
ehu y Iii khong phai xay dung Iy thuyet khoa hoc Iii phai dung dinh
tinh va kiem djnh Iy thuyet khoa hoc Iii phai dung dinh luong.
Phuong phap dinh tinh van duoc su dung de kiem djnh cac Iy thuyet
khoa hoc va phuong phap dinh hrong cung thu&ng duoc slr dung de'
kham pha ra cac 19 thuyet khoa hoc. Hon nira, nhieu phirong phap
va cong c....nghien CUll trong d6 di} lieu su dung co the' IIIdjnh tinh,
dinh luong, hay ca hai, vi du nhu phuong phap GT (Grounded
Theory; Strauss & Corbin 1998), phirong phap tinh huong7 (vd,
Eisenhartdt 1989), vv. Tuy nhien, o~c diem ella nghien ctru djnh tinh
phu hop vai viec xBy dung 19 thuyet, khoa hoc han va nghien ciru
djnh luong phu hop v&i kiem dinh ly thllyet han.
Nhieu nhll Iy IUQnkhoa hoc cho r~ng kh6ng the tach raj g;u'a
kharn pha vii kiem dinh I11Qt ly thuyet khoa hoc, Hay n6i each khac,
chung III hai pllan clla mOt ehiec banh xe (vong Wallace; ZaJl'l11an&
ctg 1982). Neu theo quan diem nay thi Iy thuyet khoa hoc co the
duoc xay dung t\r Iy thuyet (suy di~n) hay du' Ii~u (qui nap), va day
la ch6 cua rruong phai h6n hop. Vi v~y, tnrong phai h6n hop, phoi
hop gifra djnh tinh va dinh IlfO'ng cran dan duoc chap nh~n trong
nghien CULl khoa hoc (Creswell & Clark 2007; Shah & Corley 2006;
Tashakkori & Teddlie 1998).
7 0 day chI do;c~p dt!'n nghien oro tinh huO'ng (case study methodology)
dims Irons xay dlmg va kicm dinh Iy thuyet khoa hQC,khling de dip den mQtd~ng
tinh huang rat phO' bien kh,ic. d6 Iii phdn tich !lnh Imong dung trong dao 1<10
(tcaching cases); .em, lay vi dll, Yin (1994).
C1wong I, TCil1!lquail v~nghi{!n cuu kho: hoc 17
Bang 1.1, R~ h~ nh~n Ihll'Ckhoa hoc co ban

Kh~t:h qu,,., Chl' quan Tlurc dung
QUIt" n;ri" Ili~1l di~n don Hien di~n da thvc Hien d i~n don
lu{iu thuc to!kh;leh te ho~e da thuc te
quan
Nlui" I/u;c DQc I~p vai nha Phu thuoc vao nhi! Ph\) thuQc hoac
/u(11I nghien cuu nghienruu dQc I~p voi nha
nghien cUll
S"Y di~11 Quy nap Phoi IlQP
P/utOlIS Dinh luong Dlnh unh Phoi IlQP

/,IInl' lru'"
Thi"t I~p quail h~ KhOng th,t co quan Hon hop
I1h5n qu,' h~ nh;n qua
X5y d 1,1I1S Iy Xay dung Iy thuyet Phoih.;>?

Ihuyet d\I'a Ir&nco dl,ls vho qua trinh
~.c'JphLlo-ng Sill
Cia I,,; 'f;Ieh bi';t v(ri nhlt cgn hen vai "ha HOllhgp
I'gil i~nClftl nghi~l1 ctl'U
Toi,S qUdt Tlillg 'Iudi' hoa Khong the' tong HOIl hop
fU)(I qUilt hoa
/),10 cd,) k€1 Theo rhu1\'" muc Khang theo chuan Hon hop
quti chung ml,l'C I1hat dinh, phu
thuQc vho ngi'rcanh
vh nhil nghien cmt
l\fg/'iell elt1l Ki~m <tinh Iy X5y dlmg Iy Ihuyel X5y dlmg va
411011II!)c thllyct khoa hoc khoa hoc kiem djnh I)'
thuyet khoa five
Dua vao IruOng phai h6n hop nay, chung ta khong nhal thiel
phai phan bi~l gilla xiiy d~g va kiern djnh ly thuyet khoa hoc trong
nghien cuu khoa hoc, Han nira, chung ta c6 the sit dung mQt phuong
phap de' vua xay dung va kie'm dinh 1)1thuyet khoa hoc (Johnston &
ctg ]999). Lay vi du, chung ta c6 the' sit dung phuong phap tinh
huong de vun xay dung va

kiem dinh ly thuyet khoa hQC': dau lien,
su' dung mQI hay nhieu tmh huong de xay d\1'T1gIy thuyet va su
dung nhimg tinh hllong tiep thea de kiem dinh Iy thuyet nay (Perry
1998),
Xiiy dung hay kiern dinh I); lhuyet khoa hoc, dinh tinh hay dinh
luong cling IIIde tai cua nhimg tranh lu~n Iy thu ve Iy ItI~n khoa hoc
trong the ky 20 va tiep t\IC 0 the ky 21 nay. Nhieu nha Iy lufin khoa
hoc cho r3ng can phai tach bi¢l hai van de cua Iy thuyet khoa hoc:
kharn phil ra mot Iy thuyet khoa hoc va kiem dinh no. Tien phong ve
vi~c nay co the' ke den Reichenbach (1938), nguui da dira ra khai
ni¢m vc pham vi kharn pha (context of discovery) va pham vi kie'm
djnh I.>'thuyet khoa hoc (context of justification). Theo quan di1i'm
nay, nghicn cuu khoa hoc chi thuoc ve van de kiem djnh cac Iy
thuyet khoa hoc. each nhln ve nghien CLl'U khoa hoc rheo
Reichenbach va nhll'l1g ngll'oi Ling hi,\ cho each nhin nay, thi du nhu
Ilunt (199'1)trong nganh marketing, dii thong tr] mot thai gian dai~.
3, Ly thuyet khoa hoe

Nhu da gi6i t'hi~u, xay dung va kie'm dinh cac Jy thuyet khoa hoc de'
phuc vu cho con nguoi J;) eong vi~c cua cac nha nghien ciru khoa hoc.
Tuy nhidn, khi n6i den ly lhuyet khoa hoc, co ba van de co ban luon
duoc cac nha nghien Cll'L1qLlan tiim:
1. The nao la mot Iy thuyet khoa hoc va noi dung cua n6 bao
gom nhfrng gi?
2. Lam sao de' danh gill mot Iy Uluyet khoa hoc?
• Chung Iii cung khang ng~c nhien khi lhily cac lu3n an tien oj th"'Jng theo
quan diem nay. Han n(lo, "hfeu nghien cuu sinh va k€ ca nguOi huOng d3n eho
r3ng day Iiiellch all 101m de VII?'1m91 lu~n an tien si trong nganh khoa hoc xii h9i,
d~e biClla ng/mh kinh doanh (eho den nga)' nay),
Chuong I. 'ffinv; qunn vc ngltiell cuu khoa hoc [9
3. Slf dung Iy thuyct khoa hoc trong nghien crru C~I the cua
rninh nhu the' nao?
Sa diu hoi tren lufm la van ere

quan tam cua cac nha nghien cuu
vi khong d& dang co mot dinh nghia ve
ly thuyet khoa hoc dat duoc
tinh thong nhal cao gilta cac nha nghien dru cung nhir cac tieu chufin
dimg dc' danh gia mOlly thuyet khoa hoc. Nhieu cOng trinh khoa hoc
duoc danh gia eao do nguCri nay nhung lai rat thap do nguoi khac.
Do v~y, ph'an nay co muc dich phan rich cac thanh philn cua mQt Iy
thuy'!t khoa hoc Irong lanh vue kinh doanh cung voi cac tieu ehuirn
de'danh gia no.
3.1. Cac thanh ph3n elia Iy lhuye'l khoa hoc

Co nhicu each djnh nghlo mot Iy thuyet khoa hoc. Theo Kerlinger
(1986,9), 11101'Iy I'hllyi~'tkhoa hoc la "mQt t~p cua nhi:rng khai ni~I11,
djnh ngh.I'I, va gin thuyel trinh bay co h~ thUllg thong qua cac mol
lilian hI: gifta cac kh6i ni';I11,nh5m muc dlch giai thich va du' bao cac
hi~ll tU'~)11gkhoa hoc".
I:)inh nghia nay bao g0111ba van de chinh yell cua mot Iy thuyet
khoa hoc. M(ll lit, Iy thuyet khoa hoc la t~p hop cac gia thuyet 1.>'
lhuyet. Clmg din chu y Iii co hai thu~t ngl'f gia thuyet duoc su dvng
trong nghicn cuu khoa hQC: gia thuyct Iy thllyet (proposition) va gia
thuyet kiem dinh (hypothesis),
Cia thuyet Iy thuyet Iii cac gia thuyet bieu di~n rnfii lien h~ giut!
cac khai ni~m rrong m{>tI)' Ihuyet. Trong mi)l nghien crru khoa hoc,
khi chung ta chua the kiem djnh cac moi lien h~ nay b~ng thuc tj~n
thi cac moi lien h~ nay lil cac gia lhuyet Iy thuyet. Mot khi chung ta
dua ra cac giit thuyet va se thu th~p dir Ij~u de' kiem dinh cac gia
thuyet nay thi cae gia Ihuyet dll'a ra lil cae gia thuyet kie'm djnh.
20 Phu'Ongphap nghicn cuu khoa hoc trong kinh doanh
Nlur v~YI gia thuyet 1)1 thuyet bieu di~n mOi lien h~ giil'a cac
khai ni~m nghien cuu va gitl thuyet kh~'mdinh dung debie'u di~n cac
moi lien h~ gill'a cac bien quan sat. Can chu y 1a dekir~'m dinh mot gia
thuyet I)' thuyet chung ta co the' dung mot hay nhieu gia thuyet kiem
djnh. Trong iruong hop chi can m(>t gill thuyet kie'm djnh de kiern
dinh mot gia thuye! I)' lhuyet thl khai ni~mgia thuyet Iy thuyet va
gia thuyel kie'm djnh thur; chat If! mQt, mqt cai mang y nghia Iy
thuyel va mQI cai mang y nghia thuc li~n.
Cac gin thuyet Iy Ihuyet noi len moi lien h~ (tuong quan hay
nhan qua) gilla cac khai ni~m nghien CUllva co l~p veri nhirng khai
niern khong duoc nell ra trong Iy thuyet do. Di'eu nay co nghia III
mQt Iy thuyet c6 gi6i han cua no, xac djnh b~ng cac gia thuyet ve gia
tr], thai gian, va khong ginn,
ChLI y tiep theo 111trong nghien cLl'U co hai dang khai nii,\m klla i
niern: khtii ni~m I)' thuyet (concepts), gol t5t fa khai niem va khai
ni~m nghic" CLI'Ll (constructs). Khai niern duoc dung de chi mQt S~l'
vi~c/v~t co thO' fa C~Ithe' nhu cai ban, dti ghe hay trLI'Utuong nhu' thai
dQ, dong co rnua hang,
Khi x5y dung l11Qtfy !huyet khoa hoc, chung ra phai xac dinh
cac khai niQI11se tao thanh nen Iy thuyet, Khi 111(lt khai ni~111la n1qt
thanh phan cua I)' lhuyel co hJi van de dln xem xet, do Iii (J) chung'
ta phai do luong duoc no, va (2) moi lien h~ cua no voi cac khai ni~111
khac trong f>; t'huyet duoc x5y dung. Mqt khai niem co the va se
duoc do luang dc' kharn pha ho~c kiem djnh moj quan h~ gifra n6
v&i cac khai ni~m khac thi 116 duQ'c goi la khai n.i~m nghien cU'u.
Trol1g ph~m vi kiem dtnh Iy thuyet khoa hoc, kl1.i cie c~p den khai
nicm thi n6 Iii khai nicm ngh.ien cuu. Chinh VI v~YI thu~t ngft khai
ni~m Iy thuyet va khcli ni~m nghicn clru doi khi dUQc dung nhlr
nhau, va duqc gQi chung lit kh<iinicm,
Thlr hai, cae khai ni~m phai Iii kh<ii l1i~m nghicn CUll, nghia Iii
ehlmg 1<1co the'do Ilrong chung dugc b~ng cae bien quan sat va cac
Chuong I. Tong qunn VI! nghien (,h, khoa hoc 21
khai ni~m nghien cuu nay co moi lien h~ veri mot hay nhieu khai
niern nghien cuu khac, ChLI Y them lit thong tlurong chung ta khong
the'do IITemg true tiep duoc cac khai ni~m nghien ciru rna phai thong
qua mot hay nhi'eu bien khac co the'do hrong duoc, Cac bien dung
de'do luong mQI khal ni~m nghien ciru duoc got lit bien quan sat hay
bien do ILIons va Irong giao Irinh nay, thu~1 ngfr bien do ILlong va
bien quan sal dLIQ'Cdllng thay the cho nhau. Trong lieng Anh c6
nhi'eu thLl~t ngfr duoc dung de' chi bien quan sat nhu observed
variables, items, manifest variables, indicators. Chinh vi v~y, khai
niem nghien cin.1 con duoc gol Iii bien tfem ii'n (latent variable).
Chuang 8 $<! trinh bay chi liet cac dang cua khai nj~m nghien cuu.
Thir ba, mOlly thuyet phai nh~m rnuc dich giai thich va du bao
cac hi~n l'U'(,'Il1g
khoa hoc, Cric thhnh phan nay duoc bieu di~n Irong
Hinh J .2. Ciai thich va du bao cac hi~n nrong khoa hoc Iii trong tam
cua nghilln Cll'L1 khoa hoc,
Hinh 1.2, C;\c thanh phan cua mQt Iy thuyet khoa hoc
Gi(ri /I~":Gili Ihllyfl v'{,glli irj IMi giaH va klJf>lIg gia"
!
•
Cia Ihuyet ;
__;----.. kiemd",h r--_;_---.
,~~~~14~--~.~! -J/
Nguon: Bacharach(1989,497).
22 Phuong phap nghicn C'Lfukhoa hoc trong kinh doanh
3.2. Cnc lieu chuan danh gia mQI ly Ihuye't khoa hoc
Vi~c thiet I~pcac tiell chuan danh gia mQt Iy thllyet khoa hoc Iii mQt
cong vi~c khcng dan giim. No phu U1UQC vao nhieu yell to nhir dira
Iren tnrong phai nao, each suo dung cac cong C1,I cia tnrong phai d6,
va ngay ca, tinh chu quan cua nglrOi danh gia. Co nhfeu trtri1ng hQP
mot dv an khoa hoc duoc nhi! nghien ciru nay danh gia rat cao
nhirng nguol khac thl cho ring gia tri ella n6 rat han che.Thi du nhir
co mot nghien cuu dtrr_ycthuc hi~n bing plurong phap dinh tinh. Nell
nghien cuu nily de mot nha khoa hoc theo truong phai dinh luong
va cho I'~ng phuong phap dinh tlnh khong the' giili q1.lyetdiroc van
de nay co hi~lI qua thl nghien ciru nay kho rna dat duoc SI,I' danh gia
dung rrurc, Trong khoa hoc, khong nhieu th] it, thuong khong tranh
khoi nhirng rnrong hop nhu v~y. Tuy v~y, khong phiai chung ta
khang co hay khong the' thiet I~pnhung tieu chuan de danh gia mot
Iy thuyet khoa hoc.
Feldman (2004) cho ding de' xay dung duoc mot Iy thllyet khoa
hoc tO'I,nh1i nghien cuu dln chu Y 10 clie'm co ban sau day:
1, Ciiu hoi nghien cuu (research question) phai that S\~·quan

rrong va can thiet: Lay vi du khi chung ta nghien ciru bien x
(de' giai thich cho hien nrong khoa h9C Y) vi X chua dircc
nghien cuu truce day, Chua OU'D'C nghien CUll truoc dily c6
the'la mQI Iy do de th\rc hi~n nghien C{I'U, Tuy nhien, van de
nay chi tlurc s~r quan trong khi chung ta bi~n lu~n dircc lit
bien x Iii bien quan trong (so voi cac bien dii nghien ciru
truce day) de giai thlch hien urong Y. Mot vi du khac, nell
moi quan h~ gifr3 X vit Y da diroc nghien ctru tren co s6
quan h~ tllyen tinh. Neu nghien Clnl cia chung ta c6 co sa
de nghi la x va Y c6 quan h~ phi !LIyen!hi di'eu nay lam tang
sv hicu biet ella chung ta ve moi quan h~ nay, Nhl'mg van
Chuong I. Tong quan vc nSlden ct,·ukhoa hoc 23
ere nghien cuu nhu v5y co kha nang hap d~n ngvoi dQC(va
kha nilng tong bo kitl qua tren tap chi se cao).
2. Bai nghien elm can phai cho thay ring chung ta ali n5m
Vlmg nhCmg nghien elm ali co rrong lanh VI,l'C chung ta dang
nghicn cuu. Nghia Iii phan co sa
15' thuy~t (literature
review) cua bai nghien elm phai day du vii phu hop. Gi6i
han cua phfin nily aoi khi kho phan bi~t vii mai ngtroi co
nhfmg quan dic'm co the khac nhau. Tuy nhien, mot each
tong quat, ph'iin nay phai co nhirng 1y thuyet co sa (key
articles) va nhlmg nghien cuu trong nhirng nam gan day.
U1Yvi du chung ta nghien ciru ve qua trinh qudc te hoa cua
cong ty (firm internationalization) thi phan co sa Iy lu~n can
phai co Iy thuyet tung bLfO'C ella Johanson & Vahlne (1977);
khi nghien cuu vI? nOi luc C1.lnJ, tranh cua doanh nghi~p,
ChLlI1g ta con ere c~p den Iy thuyer ve nguon II,I'cRBV ella
doanh nghi~p (Resource Based View of the firm) cua
Wernel'felt (1984), vv.
3. Pharn vi cuo mot bal nghien ciru dln phai day duo D'ilydu (/
day co nghia IIIcan va dll de co the co duoc mot dong gop
v't! m~t Iy thuyet. Lity VI du, mot bai nghien cuu khong the
cung mot Ilk nghicn CLru50 bien mot each hoi hot. Nguoc
lai, neu nghien cuu viii ba bien thl co the b6 s6t mc;,tso bien
quan trong dc' gieii thlch mot hi~n nrong khoa hoc,
4. Mot van d'Cquan trong trong x5y dung mc;,tIy thuyet khoa
hoc Iii phai djnh nghia cac khai ni~m nghien cUll mot each
chinh xac va ra rang. Nha nghien ciru can d~n chung duoc
nhiing khai ni~m nghien CUll m6i nay tao nen giit tri vuot
trQi han so vcri nhllT1g khai ni~m <Iii co. Cling din chll y Iii
nguyen t3c don gian (parsimonious principle) dong vai tro
ral quan Irong Irong vi~c danh gia cac 1.9thuyet khoa hoc. Vi
v~y, neu mot Iy thuyet khoa hoc trong do chi can mot so
khai niern dll de' giai thich eho hien nrong nghien ciru se t~p
trung duoc 51,1' chu y cua nguoi doc vii img dung n6.
5, Mot van d'e din chu y nira Iii ban chat ella cac moi lien h~ Iy
Ihuyet (propositions) phai ro rang va mang rum logic. Nhll
nghien ciru din xiiy dung co s& ro rang cho cac mai lien h~
trong Iy thuyet cua minh: mai quan h~ gifra bien doc I~p va
phu IhllQe, bien trung gian (mediating variable), va bien
diCli tiet (moderating variable),
6. MOl bai nghien elru can duoc dfu-lhoong bOi Iy thuyet n'en
(foundational theory, theoretical paradigm). Theo Feldman
(2004) thi ba thanh phan co ban nhat de' danh gia mot Iy
thuyet khoa hoc lil: (1) Iy thuyet do co diem gi noi b~t
khong? (2) co Iy thuyet co so lam nen rang cho cac d~r bao
khong? (3) nhirng Iy thuyet nen su' dung ae' x1lydung nen Iy
thuyet nay co phu hop khong (lien ket mQt each dan gian va
ng~n g<,)11nhung logic)?
7, Bid nghien ciru can phai xac dinh ro rang huang t~p trung
va pharn vi ella n6. Pharn vi cua nghien elm: Nghien Cll'Usu
khac biet giva con ngu'&i? Citl'a cac bQ ph an trong to chuc?
Gil'ra cac to chirc? Hay giu'a cac nen van h6a khac nhau?
Kicm djnh l110t Iy thuyet hay xern xet mot hi~n tuong CI,I the
nilo d6? Ne'u no giai rhlch mot qui trmh v~n hanh h'ong mQt
tmh lwong moi thl can phai giai rhich tai sao tinh huong m&i
co SI,f khac biet eo y nghia de co the hinh rhanh mot Iy
thuyet moi cho tinh huang nay, Nhi'ing gi khong thuoc tlnh
huong nay. Hay n6i each khac la bai nghien ciru can cho
ngtrOi doc biel duoc la no dang lam gi (J do va tai sao phai
lam nhu v~y.
8. Van viet phlli ro rang va xuc rich. Nglrai doc (va rnroc tien
III nglrOi phan bi~n) khong all kien nh~n de' theo doi m{lt
Chuong I. Tong quan ve nghien ct'," khoa hoc 25
nghien ciru vui each viet khang ro rang, toi nghla, Ion xQn
trong ket di'li.
9. Mot bai nghicn ciru lie xay dung I)' thuyet khong chi dung
lai 0 vi~c tong hop cac nghicn cuu da co. Bai nghien ciru
phai can phai cung cap MUng phe binh, danh gia va dua ra
huong de kicm djnh I)' thuyet dira ra.
10. Cuoi cung va quan trc;>nghan ca Iii bai nghien ciru can phi\i
cho thay SI,I khac biet eo
v nghia so v61 cac nghien cuu da c6
(voi CCl so I)' thuyet da CO) va co )' nghla trong thuc ti~n (co
huang dc'kic'm djnh trong thuc tj~n).
Theo Sutton & Staw (1995), thl mot I)' thuyet khoa 11Qckhong
phai la (1) bang liet kc cac tili Iii:u tham khao, (2) bQ dCf Il~u thu lh~p
trong nghien cuu, (3) being liet ke cac bien, khai niem nghi.en CU-U, (4)
cac ma hlnh, va (5) cac gia thuyet.
1. R/ll1,1( lift k€ cfle Iili Ii?,/

thnm kllCiochun plUl; iii /IIp~I!} Uwy€1 /(110(/
h(1c: Tai li~LI tharn khao dong vai tro quan trong trong
nghien ciru de xay dung cac Iy thuyet khoa hoc. Nha nghien
cuu can phai neu len trong nghien cuu cua mlnh dua tren
nhCrng C() 56 I)' thuyel nao (thong qua tili li~u tharn khao).
Tuy nhien, 1i~t ke cac tili Li~u tham khao co lien quan den
nhUng I)' thuyet cia c6 khcng dong nghia vci vi~c giai thlch
chung cung nhu moi lien he voi van de rna nha nghien cuu
dang thuc hi~n, Vi v~y Mil nghien ciru can phal (1) cho
ngl10i doc ve noi dung nht:mg Iy thuyet da co (giup nguoi
doc cO the hieu ducc MUng noi dung eo ban cua cac I)'
lhuyet nay rna khong can phai doc nhirng tili li~ll da d5n),
(2) bi~n lu~n vi sao MUng I)' thuyet nay d5n den cac gia
thuyet cua nghien ciru rna nha nghien cuu dang IhVC hi~n
(rnfii lien he gifra Iy thuyet da trich d~n va Iy thuyet nha
nghicn clJ'lldang th~!'chi~n),
2, Oil li~1I 1'1111th(7p trollg nglllen dru chim

pluii Iii I11qf Iy Illllyel
kiron 1r9C: Thong thuong thi cac J y rhuyet khoa hoc (nganh
quan tri, marketing, vv.) thuong dua tren dfr lieu th] rruong.
Of!' lieu d6ng vai IrQ quan irong trong kiem dinh, dfeu
chmh, bo sung, hay thay the mot I}T thuyet hi~n co, Tuy
nhien, dll' lieu lhj tnrOng nhu trong so hoi qui, trQng sO nhan
to, vv, khong the' thay the eho mot ly thuyet V1no khong giai
thich duoc moi quan he
nhan qua, ke' ca C<1c he so uoc luc;mg
trong mo hinh cau true tuyen tinh SE:"-.1 (Structural Equation
Modeling). Ly thuyet va dl'r li~u dong vai tro khac nhau
trong nghien ciru khoa hoc. Orr lieu mo ta mo hlnh thu'c Ie
(empirical patterns) nao quan sat diroc va Iy thuyet giai
thich tai sao mo hlnh thuc te do duoc phat hien hay d~r doan
s~ phdt hi~n (Kaplan 1964), Sv khac biet gitta dlf lieU va Iy
thllyet ducc Minlzberg (1979, 584) phat bieu nhir sau: "Du'
Ii~u khong the' tao nen Iy thllyet rna chi co nha nghien cuu
m~rjlam vi.ec nay,"
3, HnHg lift kc cac bi€1rlilly klll!i nifm nghien ClI'Uelmo plllli III 11191
Iy tlllIyeJ kuon l1(1c: Mot bang Ji~t ke cac khai niem nghien cuu
cung voi cac dinh nghla cua chung khong the 1'(.10 1'3 mQt Iy
lhuyel', Mot Iy
thuyet phai giai thich tai sao cac bien duoc
t\10 n~n va moi li@n h~ gi£fa chung voi nhau. Van de chinh
can chll y & day III t(li sao t~p bien nghien ctru nay 111nlnmg
bien giai thich tot nhat cho bien phu rhuoc,
4. Ctic hinl: vi! (1110 hinh} clnra p/uii Iii 11191 Iy tlrllyer knon hoc: Bii!'u
di@n cac rno hlnh lit mot khfiu din Illiet de minh hoa eho
ngtrai doc d~ dang theo doi trong mot bao cao nghien cuu.
Tuy nhien, chinh n6 khong phai Iii mot Iy thuyet. I\lhimg
moi quan h~ trong mo hinh phai duoc giai Weh mot cach e6
logic.
Chuong I. l'on8 'IU~l1vI-n~hicn cl'" khoahoc 27
5. M{)/ t~}J eric gin tllllye1 clura plu!i Iii /y till/yer khoa
Cia h(JC:
thuyet dong vai tro lil mot dIu noj gilra Iy thuyet va dir Ij~u.
Cia lhuyet Iii nhlrng phat bieu ng~n gon ve nht:mg ga cllling
ta k)' vOllg sc xay ra chu chung khong chua dung nhCmg
bi~n lu6n vi sao chung xay ra.
Dua tren co so diu thanh cua no (Bacharach 1989; Dubin 1978;

Weick 1995; Whctten1989), mQt Iy thuyet khoa hoc co the duoc danh
gia theo Ilam lieu chi chinh (1) yeu t6 cau thanh nell ly thuyet, (2)
moi quail h~ gill'il esc khai Iliem trong ly U1Uyet, (3) kha nang tong
quat hoa cua ly thuyet, (4) dong gop cua Iy thuyet ve ma,t Iy 11I~nva
thuc ti@n, va (5) kha nang kie'm djnh duoc Iy thuyet do.
3.2.1. Yell to call thanh

De danh giti mi,lt ly I.huyet· khoa hoc, cong vi~e emu til~n hI xem xet
cac yeu to tao nen no. NhCl'I1g yell to nao (khai ni~m, khai nj~m
nghien cuu, bien quan sat) duoc xem xet trong Iy thuyet dung de giai
thlch cac hien nrong khan hoc. Khi danh gia lieu chuan nay chung ta
duu tren hili nguyen ule chinh khi chon cac yeu to nay: nguyen t~c
toan di~n, nghia I~ phai chon d'ay du cac yeu to thich hop, va
nguyen t~c don gian, nghla Iii mQt Iy thuyet cang don gian cang tot.
Mi,)t ditYmcan ChLIY 111nlurng nha nghien ct'ru t~p 51/,dac bi~t lil
cac nghien cuu sinh, thuong co quan niern sai riim ve nguyen t~c thu
hai nay. I [0 eo khuynh hlf6ng xily dung cac ly thuyet rat phuc tap
b5ng each dua qua nhieu khai niern nghien ciru va gia lhllyet rna
chung khong dong gop gi cho vi~e giai thich cac hien nrong khoa
hoc. Vi~c nay chi dong gop vito so luong trang viet ella Ill~n an (ton
them giay muc, cong sue cua nguoi viet cung nhu cua ng1.loi doc).
can nho mQt nguyen tAc lit cung giai thich mQt hien hrong khoa hoc
nhu nhau, Iy [huyet nao cang dan giilll (va so luc;lllg trang viet dlllg
it) ding tot. Vi~c xay dung mot ly thuyet cung giong nlur vi~c thiet ke
mol cai may. Neu cung thirc hi~n mot chirc nang nhu nhau thl thiel
ke nao cang don gian, d@che tao (se ton chi phi it hon va d~ v~n
hanh va stra chii'a han) cang t5t.
3.2.2. Moi quan h~ giii'Clcae khat niem nghien clrU

Sau khi danh gia cac yeu to' call thanh, chung ta din drum gia m5i
quan h~ giii'a chung (gia thuyet Iy thuyet, kiem dinh), Mot van c:ie
a
quan trong day 111co 56 eho vi~c chon cac khai niem, bien qUClnsat
va mai quan h~ gil"ra chung. Trong the gi6i nghien cuu khoa hoc co
phat bieu kha Iy thu III "khoa hoc khong theduoc xay dung nen ttt
chan khong". Vi v~y, cac gia thuyet can phai duoc Sl.1Y di@nmot each
co logic tll' Iy thuyet (nell thea qui trinh suy dien trong nghien nyu
khoa hoc) ho~c duoc xay dV'ng tlYdCi'li~lI (neu theo qui trlnh qui nap,
vi du nhu phuong phap GT).
3.2.3. KhA nang tong quat hoa cua I)' thuyet

MOlly lhuyet khoa hoc trong nganh khoa hoc xii hoi thuong thi
khong the dung cho moi Ilk', rnoi noi duoc. VI vay, nha nghien cuu
can xac djnh nhfrng gi6i han c110 kha nang tong quat hoa cua Iy
Ihuye't, va cung dua tren co so nay de xac dinh pham vi giai rhlch va
du bao cua no.
3.2,4. D6ng gop cua Iy UlUyel ve m~t Iy lu~ va thuc tien

Nhting die'm gi mai duoc tim ra trong nghien ctru nay. Ly thuyet nay
co lam thay d5i gl trong nganh khoa hoc do, co kha nang giai thich
va du bao cac hi~n tuong khoa hoc khong? Ly thuyet duoc dira ra c6
phai la van de dang duqe chu y trong luc nay khong? Va quan trong
nbat d5i v6i mQt Iy thuyet, lay VI du, trong nganh marketing la c6
dllO'c cac nha quan trj marketing quan tam den, V~I ung d~lng dlung
Chuong I, Tong quan vc nghien cuu khoa hoc 29
khong? Lewin (1945, 129) da nrng phat bieu "khong co gl thuc te

b~ng m~t Ii thuyet to['9",
3.2.5, KiI!m djnh dUllc

Mot Ii thuyet c6 gia tr] khi nao n6 duoc kie'm dinh thong qua thuc te.
Thong qua cac kie'm djnh (trong nhieu ai'eu kien khac nhau nhir
khong gian, thoi gian, vv.), Iy thuyet nay cO the duoc chap nhan hay
bi tll ehoi. Cung din chu '1 Iii chung ta chi co the' ket lu~n ding vai dft
li~u hi~n co, thl cluing ta co the' chap nh~n (hay tlr ehoi) cac gj;i
thuyet (1'1 thuyet) chu' khong Ihe' chUng minh mot Ii thuyet Iii dung
hay sai, tuy r~ng thu~t ngll' nay doi khi duoc dung, nhat Iii doi voi
cac nha khoa hoc eta co len luoi tren thj rnrong. Cac nghien ciru sinh
can tranh khi viet lu~n an cua mlnh VI khi cac 0011khoa hoc noi tieng
dllllg no Ihi ngu'&i doc sc hic'u ring thu~l ngu' nay chi vi~c chap nhan
hay ti, btl mot 1'1I'huye't. Nhu'ng neu n1<)t nghien ciru sinh dung tLI'
nay thl nguoi doc se cho l'~ng nghien ciru sinh nay chua hieu ban
chilt CLIO kie'." djnh khoa hoc!".
Tinh kiem djnh duoc lien quan den mQt van de rat quan trong
trong de nganh khoa hoc xa hoi noi chung va nganh kinh doanh noi
rieng, do lit vi~c do luang cac khai niem nghien cuu, Khi ova mot
khai ni~m vile de' xlly dung m(lt Ii thuye] khoa hoc, chung to phal
nghi ngay den each do luang no va chung La can phai danh gia gia tr]
vii d(l lin c~y cua do Ilfong truoc khi SLfdung no de kie'm dinh 1'1
thuyet khoa hoc, "'eu CLk thang do cac khai niern khong thoa man
duoc yeu diu vc dQ tin c~y va gia tri thi du cac gia thuyet de fa co
• "gu\,';n v~nlieng Anh "Nothing is •• practical as a good theory" .

.. 1\191dang IrI thuc Ihlfimg duoc goi Iii Iri Ihlie quyen II,fC(authontv
knowledge), Nilhia I~, n.!u van de n~)' duoc phat bi"" boi ngu'i:1ico quyen luc trong
kho3 hvc Ihi no ,1I.r\l<~elll 1,\dung, Ol~Cdu d~u do c6 the' eh.... I1Qp Iy hoac Ih~'"
chi sai, xtil ve m~1 khon hoc
duoc chap nh~n, chung cfing kh6ng co y nghia gi Irong khoa hoc,
MQt phat bicu pho bien Irong khoa hoc la neu khang do "d1llg dll'~c 1M
khons c6 khoa 119C, Chinh vi v~y rna nganh v~t I)' thuong duoc gc;>iUt
6ng hoang cua cac nganh khoa hoc vi cac nha v~I Iy oa
tim ra cac
phuong phap do lu'emg dat o{> chinh xac ral cao (Blalock 1982),
4, Nghien ,(ru, xay dl,l'ng va kiem dinh Iy thuyet khoa hoc

Nhu da gi6i thi~u, nghien cuu khoa hoc him lam nhim rnuc dich xay
dung va kiern dinh cac Iy Ulllyet khoa hoc, De' xiiy dung hay kie'm
djnh Iy thuyet khoa hoc chung ta co
the dung phuong phap dinh
tinh (xiiy dung I)' thuyet khoa hoc), dinh luong (kiem dinh I)' thuyet
khoa hoc) hay h5n hop (,xilydvng va kiem dinh 1y thllyet khoa hoc),
a
t6m t~t Hlnh 1.3,
Hinh 1,3, Cac dang nghien ciru
LY'IIIuygT
KHOAHQC
HONHOP
Thvcd\mg
Drnh tinh + Dinh luong
Xily dung "iI
kiem djnh Iy thuyet
Chuong I. Tong quan ve "ghie,' cuu khoa hoc 31
4.1. Qui trinh nghien ciru xay dung Iy thuyet khoa hoc
C6 nhicu phirong phap khac nhau de xily dung mot ly
thuyct khoa
hoc. o day chung ta trinh bay so hroc qui trinh qui n~p thea tnrong
phai dinh tinh de xay dung ly thuyet khoa hoc. Qui trlnh nay duoc
minh hoa () 1llnh 1.4.
Qui trinh nghien cuu bao gib cung diroc bM dau b3ng each xac
dinh van de hay khe hong nghien ciru va C\I the' hoa chung thanh cac
cao hoi nghien ctru. Van de nghien ciru co the' den tit nhieu nguon
khac nhau. Chung ta se trlnh bay chi tiet han ve cad) xac dinh van de
nghien cU'U Irong Chuong 3. Tuy nhien, hai nguon chlnh cua van de
nghicn CU\!trong kinh doanh lil tu thuc ti~n thi tnrong va Iy thuyet
da c6. Vi v~y cluing ta luon luon phai tong ket cac nghien cuu va ly
I'huyet eta c6 de' xem xet chung da giai quyet duoc van de nghien nyu
den rrurc dQ nao, Khi rninh chung duoc la chua co ly thuyel de tra lai
duoc dill h6i nghicn cuu, chung ta di den quyet dinh lit can thiet xay
dung 111{>1 Iy thuyet rnoi dC' giai thich hien tuong khoa hoc dang
nghien cuu (Ira loi cac caLih6i nghien CLI'U da ere ra).
Hinh 1.4. Qui trln h xay dung It 11myet khoa hoc
,--------------,. .
Khc hong ~ C~tI hcii nghien cuu
Ly !huyet ~ X5y d\l'l1g Iy !huye! moi ....c:

...-..c"
Q.
Q.
00
g
!>
..c
Th"c hi~" nghiencuu R "-
'----------------'. . .
Cong vi~e tH~'ptheo cua nhl1 nghien ciru sau khi xac dinh 5\1' can
thiet phai xay d~I'ng Iy thuyet khoa hoc la thiet ke va thuc hi~n mQI
nghien cuu de' thu th~p dfr )j~u dimg cho xay dung 1y thuye! khoa
hoc. Ole phuong phap chung ta co the Slr dung pho bien nhu
phuong phap CT, phuong phap tlnh hudng va cong C1,l thu th~p dijo
)j~u trong nghien clru dinh tinh co the sir dung nhir quan sat, thao
lu~n nh6m, thao lu~n tay doi, vv.
Neu chung ta thiet ke va thirc hi~n nghien ciru phil hop, ket qua
cua nghien cuu theo qui trinh nay bao gom mo hinh va cac gia thuyet
Iy thuyet (ly thuyet eta duqc xlly dung), nghla la gi{U quyet duoc khe
hong nghien ciru da de ra. Cling can chu y them la theo qui trlnh
nay, chung ta c6 hai phfin, ph'lin Iy thuyet T va phan nghien ciru R.
Diem chinh cua qui trinh nay Iii ph'lin nghien eLI'U R, VI no lit qui trlnh
xay dung Iy thuyet tir du' lieu (nghien ciru). Ly thuyet chl dong vai
tro rninh chong III chua co Iy thuyet dii c6 de' tra I&i cho dIU h6i
nghien cuu. Toan be>qui trlnh Iii phuong phap Iu~n va phan nghien
cuu duoc gOi 1i.1 phan phuong phap. Ly thuyer xay dung Itr qui trlnh
nay thuong duoc goi la 1)' thuye't trung gian (midrange theory, vd,
Eisenhardt & Bourgeois 1988). Chung can ducc kiem dinh tiep thee
b~ng cac du li~lI cua nghien cuu trong cung mot du' an nghien CLfU
hay nhimg nghien cuu tiep theo.
4.2. Qui trlnh nghien cuu kjem dinh It thuyet khoa hoc
Nghien cuu khoa hoc theo qui trinh suy di~n duoc bieu di~n trong
Hinh 1.5. Tuong II,!'11l1U qui trinh qui nap, qui trinh nay bao g()m hai
phan CCI ban. Phan !htl' nhat lit plilin thuoc ve Iy thuyet T va phan tiep
thea thuQc ve nghien cuu R. Nell qui trlnh nay duQ'c !hiet ke va lhllC
hi~n phil hr,rp, chung ta SI! giai quyet dll'qc khe hong nghien clru da
dera.
<:tH.I'lTng I. 'r()ng quan vt~nghii·n ciru khoa hoc 33
Hinh 1.5.Qui trinh nghicn ciru ki~m dinh J:5r thuyet khoa hoc
Khe hong::) cau hoi nghien ciru
Ly lhuyct ::) ma hinh, gia thuyet T ,,...c;

::::
........•..•• ....c
Q.
XiiYth,mg thang do 0..

0.. 00
.", c;
..c e
0. ;,
00 ..c
.,..
Kiemdinh thang do ~
e
!l
R .c
.,..
cn,,!,; llw"g tv' nhu qui trlnh qui n~p (Hinh 1.4). buoc d'au !ien,
nh~ nghiel'l cuu din xac dinh van I.fcnghicn cuu, nghla Iii eli tim khc
hong nghicn cuu vn de ra cau hoi nghien ciru can
phai tra loi trong
nghien CLI'Ucua minh. Khi da c6 diu h6i nghicn cu'u nha nghicn cuu
tim kiern Iy thuyet phu hop de' tra loi cho diu hoi nghien ClIU, nghia
1:1xiiy d~lng ml) hinh va gi,i thuyet nghicn elm va xiiy dung thang do
cho cac khal niem nghicn ciru trong mo hinh.
COnf.\vi~e tlep theo 1;1thuc hi{'n nghicn ciru. Cong viec nay bao
gom danh gi'l th,mg do va kiem dinh 010hinh nghien cuu cung voi
C.lC81,1 Lhuyet ruy theo ttrng nghien ciru C\I the. '1uy trinh nay dUc;1C
thuc hi~n thong qua m(>1hay nhieu nghien ciru. M(>tso dang kc't hOp
nhu sau:
34 Phuong phap nghien CLYU khoa hoc trong kinh doanh
1, Thuc hi~n mot nghien cuu dinh hrong de' kiern djnh thang
do va rno hlnh 1)1thuye't.
2, TIW'chi~n hai nghien cuu djnh ILH;mg,mot nghien cuu so bO
(quantitative pilot study) de' danh gia So' bO thang do va m{>1
nghien cuu dinh luong chinh thirc (main study) de kiem
djnh lai thang do va mo hinh Iy thuye"t. "'ghien ciru sa bo
djnh loong thuong la mot khao sat voi m~u thuan ti~n va c6
klch thuoc nho, vi du n : 100,Nghien clfU djnh luong chinh
IhtTCduoc Ih~rc hi~n voi m~u co kich thiroc du Ian de' kiem
dinh thang do va mo hinh Iy thuyet va thuong vai phuong
phap chon rn~lI theo xac sua!. Cling can ChLI y Iii kich tluroc
maLi s11phu thlll';'c vao plurong phap xu Iy va chon thea xac
suat hay khong phu thu9C vito yeu cau tong quat hoa cua
ket qua nghWn cuu. Car chuong tiep thea se trinh bay cho
nrng truong hop cu the ve van de nay.
3, Thuc hicn hai buoc, SlY bo va
chinh thirc. Mot nghien cuu
d [nh tinh so bO (qualitative pilot study) de'di'eu chinh thang
do, mot nghien ceu so bi) djnh luong de danh gia 50' b9
thang do va mot nghien CLI'Lldjnh hrong chinh thuc de' danh
gioi Ii.li thang de va kiem dinh mo hinh Iy thuyet cung cac gia
thuyc't. Nghien cuu so bO dinh tinh co the' dimg nhfeu ky
thu~l khac nhau nhu thao 1u~n tay doi (indepth interview),
thao lu~n nhorn (fOCLlSgroup), nghien ctru kinh nghi~m
(experience survey, vv).
4.3. Qui Irlnh hon hop: xiiy dung va kie'm dinh 1y thuyet
gay nay, truong phai nghien ciru han hop dii dlrqc chap nll~ va
su dung pho bien trong nghien ciru khoa hoc. Phuong phap h6n hop
duoc the hi~n (] nhieu dang khac nhau. Lay vi du nhir han hop ve Iy
thuyel: Slt d~1I1gnhleu Iy thuyet khac nhau trong mot nghien cou
Chuoug I. T6ng qllan vc nghien Ct'" khoa hoc 35
(theory triangulation),h5n hop vc du lieu: sir dung nhieu dtr lieu

khac nhau (data triangulation), h611 hop vc phuong phap
(methodological triangulation), vv, [vd, Jack & Raturi 2006; Lewis &
Grimes 1999).
Voi m\IC dich minh hoa phuong phap h6n hop, chung ra xem
xet mOt mo hinh h6n hop pho bien, d6 Iii ket hop ve phuong phap
vai qui trinh: dinh tinh de xiiy dung Iy thuyet va dinh luong de kic'm
djnh Iy thuy{it (Hinh 1.6).• hu vay h6n hQP 0 dang nay la mot ket
hop cua hai qui trinh vira gi6i thieu tren day: Nha nghien cuu xiiy
d\lng hay kham pha Iy Ihuyet khoa hoc va kiem dinh Iy thuyet nay
trong cung mOt d\f an nghicn cuu ella minh. i':eLl thanh cong trong
qua trinh lhiet ke va ihuc hi~n nghiCn cuu, chung ta co diroc 1)"1
thuyet gini thieh duoc hiqn tuong khoa hoc neu ra trong cau hoi
ngh i&11 cuu.
Cuns c'fln ChLIY 111trong rlurc ti&n nghien ciru khoa hoc, sv phiin
chia kharn plHI va kh~J1g dinh mang tinh Iy thuyet de djnh huong
cho viQc thia't ke nghien cuu. Trang thuc ti&n, chung tlurong kh6ng
co ranh gi6i 1'0 rimg. Nhi'ilu truong hop. nghien cuu kh~ng djnh
(ki~m djnh Iy thl.ly0't khoa hoc) chuyen sang d~ng kham ph" (xay
d~I'ng Iy lhuyel khoa hoc: Anderson & Gerbing 1988). Lay vi du,
Nguyen & Barrett (2006a) kiem djnh 010 hinh TAM (Technology
Acceptance Model) cho tru'ung hop doanh nghiep Xli' dung mang
Internet, Trong qua trlnh kiern dinh mo hinh, cac tac gia nay cHi d jeu
chinh 016 hlnh cua rnmh duoc xay dung dua tren Iy lhuyet (mang
mot ph;1I1 kharn pha), joreskog (1974, 2) cling cia ghi chu Iii "nhieu
nghicn cLlLI trong mlrC do nao do vira mang tinh kham pha va vua
mang tinh khang dinh VIchung Iii m9t long hop cua mot so bien da
biet va mQI so bien moi."
36 I'hLl'ongphap ngh;,~ncuu khoa hoc trong kinh doanh
Hinh 1.6. Qui trinh hon hqp: xiiy dtptg va kie'm "jIth If thuyet
?
r- Khe hong => Cau hoi nghien cuu
Nhu diu xay d\mg Iy thuyet moi
V
Xiiydlplg 19 Ihuyet moi
b3ng phuong phap dinh tinh
V
'- Kie'mdjnh ly thuyet dii xiiydlIng
bhg plmong phap djnh Iu(yng
4,4. Du' Ij~u(Iff xay d\l'ng va kiem dinh Iy thuyet khoa hoc
Nlur CIa gi6i thi~u, khi de c~p den nghien Cll'LI chung ta de C~p den
dll' Ij~u, nghia 13thu th~p du'li~lI thuc te lie xay dung hay kie'Jl1djnh
Iy thLlyet khoa hoc. Trong cQng dong nghien CUll khoa hoc, hai thu~t
ngl'Ynghien Cll'L1 va dLI' li~u co cung nghia nlur nhau (Hinh 1.7): D
(Data). R (Research), Nghien elm g~n Lien voi du' li~u va dir Jj~u g~n
lien voi nghien ciru (vd, Ehrenberg 1994;Zaltman & ctg 1982),
Trong nghien cll'L1 djnh tinh, dfr Ii~u sLr dung de xiiy dung ly
thuyet khoa hoc 6 nhi'eu dilng khac nhau (ke ca du' li~u djnh luong),
Tuy nhien, dfr Ii~u djnh tinh, duoc thu th~p thong qua thao lll~ll
(nhorn, tay doi) va quan sat, la nhorn dfr Ii~uchu yeu Slfdung de xay
d\mg Iy thuyet khoa hoc (trinh bay chi tiet trong Chuong 3).
Chuong I T6ng quan vc nghWn cuu khoa hoc 37
Hinh '1.7,Nghiiin cuu ;; Drr li~u
Plmon!; philp Dirli~u

r-'
djnh tinh ~
dinhtinh r-
NGHIEN Phuong pMp oo liiiu NGHlENcUu

c0'u dinhluong f-o dinhtuong "DO utu
Phuong phap Oft1i~1I
'--0
h6nht!p f-o h6nhQP r-
Trong nghien ctru dinh luong, van ere d~t ra 111phai thie't ke
nghien ClYU phil hop de giai quyet muc tieu nghien ctru mOt each co
hi~u qua nhat. C\I the' Iii dua tren co so Iy tJluyet de xay dl,mg rna
hlnh nghien cll'U va cac gia thuyet di kern. Cfmg vi~e tiep theo 11.1 thu
th~p dLI' li~u de kiem djnh rno hinh Iy thuye't va cac gia thuyet de ra.
Hay n6i each khric III d'C nghj qui lu$t ella tlurc te (reality) va kie'l11
djnh qui ILI~1nlly tr&n co sa dii liqu til' thtrc teo Vi v~y, nha nghien
clfU dll1 thu th~p dLI' Ii~u va phfin tich cluing de kiem dinh cac qui
lu~t nay, Du' li~u Slf dung trong nghi';;n ciru dinh luong. dua vao
each thuc rhu th~p dCrli~u de kiem dinh Iy thuyet khoa hoc, c6 the
chia rhanh ba nh6m chinh (Nguy@n Dinh Th9 2007a), d6 Iii (1) du' li~u
aa co s~n (ren th] tnrong (secondary data), (2) clLfli~u chua c6 s1'm
tren th] truong, nha nghien ciru phai tv thu th~p lay thong qua khao
sat, goi la dli lieu khao sat (survey data), va (3) du 1i~1Ichua c6 Iren
thi truong, dLI li~LIduoc thu th~p thong qua cac thir nghi~m do nha
nghien CUll thiC'f k~ ra (stated data), Hai nhorn dtf li~u sau diroc goi
lit dfr li~u sa dip (primary data), Chuong 4 gim thi~u chi tiet han ve
van de nay,
TOM TATCHUaNG]
Chuong I nay gioi thieu tong quan ve nghien cuu khoa hoc.
Nghien cuu khoa hoc dLH,lC chia thanh hai huong chinh, (1) nghi!!n
CtTlihan lam va (2) nghien elm li'ng dung. Nghien roll him lam nhfun
vao muc dich xiiy dung va kiern dinh Jy thuyet khoa hoc: thu th~p
dli' lieu de xay dung va kiem djnh Iy thllyet khoa hoc. Nghien ciru
ung dung nh3m vao muc dich thu th~p dir lieu de fa quyet djnh kinh
doanh. Tuy nhien, khong co su khac biet co ban ve phuong phap va
eong cu trong nghien CUll him lam va nghien ciru u'ng dung vll dli
Iiell III trong tam cua cac du' an nghien ciru, du la him lam hay ung
dung.
Hai qui trlnh co ban cua nghien cuu khoa hoc UI,(1) suy di~n va
(2) qui Iliilp. Qui trinh suy di@n thuong di kem voi phuong phap
nghien cuu dinh hrong, b1l.temu tll' cac Iy thuyet khoa hoe dil c6 de
suy di~n J'(I cac gia thuyet ve vfln de nghien CL'rt1 va thu th~p dLf lieu
de kiem dinh eric gHl thuyet nay. Qui trinh qui nllp, thuong di kern
voi phuong phap nghlen cuu dinh tinh, b~t dau b~ng each quan sill
cac hien nrong khoa hoc dc' xay dirng mo hrnh giai thich cac hien
ruong khoa hoc, Ngay nay, mreng phai nghien CtTUhan hop phO'i
hop eft djnh tinh va djnh hrong voi nhung rrurc dQ khac nhau, ciing
duoc Slr dung pho bien trong nghien cuu khoa hoc.
ve he nh~n thuc va cac mreng phai khoa hoc di kern voi chung,
c6 ba h~ nh~n thirc chinh, d6 lit (1) he nh~n thirc khach quan thuong
di doi voi mrong phai dinh h.rong. (2) h~ nh~n thuc chu quan thuong
giln lien voi tnrong phai dinh tinh, va (3) h~ nh~ thuc thirc dung
gin Iren v6'i tnrong phai h6n hop. H~ nh~n thtTCgfu1lfen vo; ba van
de co ban cua khoa hoc, do la, ban chat ella tht,rc te, moi quan he gifra
Chuong I. Wing quan ve nghien el'" khoa hoc
39
nhil nghien cuu vil san pham nghien ciru va each thuc kham pha ra
tri thuc khoa hoc.
Truong phai nghien ciru djnh luong. dira tren co so cua h~
nh~ thlrc khach quan, eho riing e6 SI,!' hi~n di~n mot thuc te khach
quan duy nhat va doc I~p voi nha nghien ciru, Truong phai nghien
cuu dinh tinh, dea tren co sa cua h~ nh~n thuc chu quan, cho r~ng
khong the hi~n di~n mQI rhuc te khach quan rna hi~n di~n da thuc te
vil phu thuQc vao nha nghien diu. Truong phai nghien ciru hon hop,
dira vao h~ nh~n tlurc thirc dung, eho r~ng van de quan trong de tao
ra tri thirc khoa hoc khong phai Iii c6 hi~n di~n mot thuc te khach
quan hay khong, rna 13 san pha'm cua nghien ciru khoa hoc se giup gl
eho doanh nghi~p,
COng can ph1ln bi~t gill'a phuong phap IU~l1nghien ciru khoa
hoc voi phuong phap va cong C~I nghien cou khoa hoc, Phuong phap
va cong C~I nghicn cuu khoa hoc la phuong phap va cong CI,I C~I the
thuc hi~n nghien ciru khoa hoc nhu cac phuong phap thiet ke va
danh gia do luong, cac ky thu~t chon milu, cac phuong phap phlln
tlch so Ii~LI,vv .
Tiep thea, Iy thuyet khoa hoc la mot t~p cua nhU11g khai ni~m,
dinh nghia, I'~ gill lhuyet trinh bay co h~ thong thong qua cac moi
quan h~ gie....1 cac khal nic;m, nh~m rnuc dich giiti thich va du baa cac
hi~n tuong khoa hoc. Cac tieu chi de danh gia Iy thuyet khoa hoc baa
gO~1(1) yell to dIU thanh nen Iy lhuyet, (2) moi quan h~ gill'8cac khai
ni~m trong Iy thuyet, (3) kha nang tong quat h6a cua ty thuyet, (4)
dong gop cua Iy thuyet ve m~t I)' luan va thuc ti~n, va (5) chung ta c6
the kiem djnh dLlQc 19 thuyet do. Phan cuOi cUng cua chuang giai
Ihi~u ba qui trinh nghien cUu khoa h(,lc:(1) xay d\fng Iy lhuyet khoa
hoc theo phuong phap dinh tmh, (2) kie'm di,nh Iy thuyet khoa hQc
theo phuong phap djnh h.ro'ng, va (3) xay dl)l1g va kie'm djnh 19
thuyet khoa hQe theo phu'ong phap hon hqp.
Phuong phap nghien ciru khoa hoc trong kinh doonh
CAUH61 ON T~P VA THAo LuAN CHUaNG 1
1. Cho biet S~I khac nhau va giang nhau giua nghien cuu him Him va
nghien c(ru ling d~mg? Cho vi du minh hoa?
2. Cho biet sv khac nhau va giang nhau gili'a hai qui trinh suy di€n
va qui nap? Cho vi d\1 minh hoa?
3, Cho biel Sl,r khac nhau va giang nhau gifra ba phu'ong phap
nghien ciru: dinh tinh, dinh hrong, va han hop? Cho vi du rninh
hoa?
-1. 010 biel 51,1'khac nhau va giang nhau git}'aba h~ nhan tlurc: khach
qual), chu quail va thuc dung?
5. ChQ biel SI,I' khAc nhau va giang nhau giua quan c:!ie'mlu~n, nh~n
thL!'clu~n, va phuong phap lu$n?
6. Cho biet 51,1'khac nhau va giong nhau giCra phuong phap lu~n,
phvong phap va cong CI,I trong nghien cuu khoa hoc? Cho vi du
minh hoa?
7. Cho bicl SI,!'khric nhau vlt giang nhau giii:a gi<ilhuyet Iy thuyet va
gia thuyet kiem dinh? Cho vi du minh hoa?
8. The nao Iii mot I)' thuyet khoa hoc? Ly thuyet khoa hoc co rnuc
dich gi?
9. Hay tim mot I)' thuyel khoa hoc Irong nganh kinh doanh va phiin
tich cac thanh ph'Sn rna no? Cho bie'! I)' lhuyet do giai thich hi~n
tuqng khoa hoc gl? Hay danh gici chung dira vao nhirng tieu chi
ban cho Iii quan trong?
Chuoru; I. I'(inll quan VI! ItghiC'" r'ru khoa hoc 41
TAl L1~U DQC THEM CHUONG 1
Creswell JW (2003), i{t',enrcl, Di'sigll: Qllnii/n/il'e, QUIIIl/i/a/we and

Mixed l\lklllOd~"""roaches, 2"~ed,Thousand Oaks CA: Sage: Quyen
sach gi<io khoa nh~p rnfm ve phuong phap nghien roll khoa hoc him
15m. Sach viet rat hay, ro rang va Ja
hieu, trinh bay day du va ng3n
gvn ba truong phai nghien ciru khoa hoc: dinh tinh, djnh hrong va
hon hop. La quyen sach dau tien ve thiet ke nghien Clru khoa hoc
danh cho hoc vWn thac sl va nghien cuu sinh.
Johnson r& Duberley J (2000), Ulldersll1l1dillg MllllagemclI! Hesellrcll:

"II introdnctmn 10 t::pistl:)lwlogy, London: Sage: Day la tai Ui;u ve Iy
thllyct l'I'i tlurc khoa hoc. Sach duoc viel' ng~n Son, ro rilng va d6
hie·lI. LJ quyc'l1 sach emu 1ien v'?!ljinh vue nay danh cho nhung ban
mudn di Sflll vao n<:11 t~ng elm nghien cuu khoa hoc.
Cha Ililt! rs A 17 (1999), WII.II! 1$ Tl: is TilillS Called Serell ce? 3"ICd,
Cambridge: l lackeu: Day lil quven sach giao khoa nh~p mon v'e [riet
hQC cua khoa hoc (philosophy of science). Diem noi b~t ella sach nay
III bien nhCIl1g v511de phuc rap ella triet hoc khoa hoc thanh nhOng
van de khJ don gi;\n: bat cfaLi tit giai doan cua Aristotle, [''Oi
Descardcs, Comte cho den ngay nay nhung t~p trung chinh vao
Popper, Lakatos, Kuhn va Feycrabcnd. La C]uyen sikh dati liell ve
triet hoc Clld khoa hoc danh cho cac ban thich thLI vao lanh V~IC nay.
Chu'U'l1g 2. VII" de nghien Ct"" 43
Chuang 2
Va'n de nghien ciru
Chuong nay gi6i Ihi~u cac nQidung:
I. Vein i1~IIghiell eli'u
2. Y nnmg. vd/l c1#.1Il!IC tieu, Ctlll hoi "il gia Ihuy§llIghiell ctru
3. Xck {/jllir v.1/1 (fB /Ighitll CIl'rl
4. Don vi IIghietl elrll
5. T611gkJI Iy II1IIyJI
6. Cac}. trirh tift" va li~1ke liIi /iqu thalli khao

4'1 Phuong phap nghien cuu khoa hoc trong kinh doanh
1. Van de nghlen ciru

Thiel ke nghien cuu khoa hoe III hoach dinh qui trrnh nghicn cuu:
thiet ke mot chien h.1'qcde kharn pha qui h.l~tcua cac hien urong
khoa hoc. Dc lam tot vi¢e nay, chung ta, Mil nghien cuu can phai tra
loi hai diu hoi quan trong sau day:
I. Chung ta muon kham phil cai gi?

2. Phuong phap nao tot nhat de lhirc hien ding viec kham phii
nay?
Tra loi eho tau hoi thu nhat ehinh III XIIC dinh van de nghien
CUll (research problem). Van de nghien elm va each thuc xac dinh
val' c1e I1ghicn cuu dong vai trQ rilt quan trc;lllg trong nghicn ClI'LI
khoa hoc (Jackson 1980). Mot van de nghien CLI'LI duoc xac djnh ro
rang va dl1l1);d5n III dieu ki¢n tien 'luye! eho su' thanh cong cua d~r
an nghie!!, et'1'LI, Xac d;nh van de nghien ciru cCmg Iii khf LI dati tien
trong tat ca cac du' an nghien cuu khoa hoc. Van de nghien cuu duoc
xac djnh ILl'nhi'eLinguon khac nhau. Trong nganh kinh doanh, van
de nghien Cll'li den tll' hai ng1.1on chu yeu, (1) III Iy thuyet va (2) tlf thi
truong.
Mot nguon lJuan tr<,mgtrong nghien ciru khoa hoc him 15m cho
van efe nghien cuu la Itr Iy thuye't. Nhung gl nhirng nghien clnl truce
da lam, nhl'rng gi chua lam va nhirng gl chua duoc lam hO(1I1 chinh la
nguon quan trong trong nghien ciru khoa hoc. VI v~y, tong ket Iy
thuyet va nghien cuu oa e6 (literature review) Iii cong vi~e rna nha
nghien cuu luon luon phai thuc hien cho bat ky dv an nghien dfll
nao,
Thi tnrong cung Iii ngLlon chinh cua van de nghien ciru trong
kinh doanh. Hang loar van de th] tru'ong vuong phai rna nha nghien
cuu co the phar trie'n chung thanh van de nghien ciru ~I Ule cho
Chuong 2. V 6" t1~I'1ghi~"ctr., 45
rninh. Cac van de nay

co the' xufit hi~n thong qua cac phuong li~n
trllyen thong d,1i chung nhu baa chi, truyen hinh, cac hoi thao kinh
to
doanh ella cac 10 chuc hi~p hQi kinh doanh, cua cac chuc nha rnroc
vc quan ly kinh doanh, VV, Nhirng nghien cuu kham pha so bQ voi
cac 10 chtrc kinh doanh va cac thanh vien trong ehu6i kinh doanh
(khach hang, kenh phfm phOi, nha cung, vv), thao lll~nvoi cac nha
nghien cuu trong dmg ng1mh cling giup chung ta Man dang hang
10'(11 van de din duoc nghicn cuu.
Cling din chu la, Irong nganh kinh doanh, du cac van de
)i
nghien cuu dU'QCxac djnh lu thi tnrong, nhung chung kh6ng bao gi&
tach bieL voi co 50- ly thuyet. Khi mot van de nghien LUU duoc phal
hien ttl' Ihi truong, chung La luon luon lien he voi Iy thuyet dc' xac
djnh xem dfi c6 nghien ciru 11110' giai quyet van de nay chua va ela giai
quyet den elau? Neu chua co nghien cuu nao giai quyet van tfe nay
thi d6 lil co hQi tot cho nghien ciru cua minh. Neu ela co nghien ciru
giai quyi!'l va'n de nay rai, rhl van de tiep theo ella nhit nghien cuu 111
din xern xdt nhll'ng nghien cuu cia co da giili quyet van de nay den
dSu, trong boi canh nao dE!'co the danh gia cho co hoi nghicn cuu
tiep thew, Ngu'Q'c 1:;1i,mQl van de nghien CLfUxuat phat tlr l)1 thuy!}'t,
no Clll1g khong the tach rai v&i th] rnrong. Nghla la, chung ta luon
xern xet van ere nghicn cuu nay no giLlp lch gl cho cac hoat d{>ng san
xlIal kinh doanh tren thi truong.
2. Y tlrang, van dc, muc lieu, cau hoi va gia thuye't nghien ciru
Mot so khai ni~m trong nghicn cUU chung ta can phan bi~t. Th(I nhat
Iii y ureng nghienciru (research idea) III nhirng y tuang ban dau ve
van d'e nghien ciru. Tu nhemg y nrong ban dau nay chlmg ta tiep tuc
tim kicm khc hong nghien cthl de nh~n d~ng du'Q'c van de nghien
elnl.
46 Phuong phap nghien ctl'tl khoa hoc trong kinh doanh
Sau khi nh~n dang duoc van de nghien ctru, nha nghien CUll
can xac dinh ro can nghien cuu cai g\ va do Iii muc tiell nghien UfU,
Thong thuong cac nha nghien ciru phat bieu muc lieu a dang t5ng
quat (overall research objective) va rnuc tieu cu the, Doi khi, nha
nghien cuu phat bieu rnuc nhl CIJ the' (] d~ng diu hoi, va do Iii cau
hoi nghien Clru, Nhu v~y, vem~t do rong va rmrc dQ cu the' thi Y
tuong nghien cuu (] dang rong, tiep theo la van de nghien ciru (hep
hon vll Ct,I thehon, vv. Hinh 2.1).
Hinh 2.1. DQ [Qng cua y h.tCmg,va'n de va ml,lC tiell nghien Clru
Y ruong
..nghien ciru
de nghien ciru
•
Van
Muc tieu nghien cuu

C5u hOi ngh ien ctru
Lay vi du, Nguyen & Nguyen (2010a, 305) QU'ara muc tieu tong
quat va cu the' trong mot nghien ciru ve mot sO yeu to tac dong den
ket qua hoc t~p cua sinh vien nhu sau:
Chuong 2. Van de nghien cuu 47
M\IC lieu CLI~nghien cuu nay Iii kham phil cac yeu to chinh lac
dong voo kct qua hoc I~p cua sinh vien nganh kinh doanh t!li
Vi~t Narn. Cv the, nghien cuu nay xern xet lac dong cua nang
Ivc giang vien, Ir~rCtiep va gian tiep thong qua bien trung gian
III d6ng co hoc t~p, vao ket qua hoc ~p cua sinh vien, Nghien
CltU cung xem xel vai ITO dreu tiet run canh tranh phat trie'n
(personal development competitiveness) cua sinh vien.
Chung ta d~ dang chuyen doi muc tieu CI,I the' cua nghien ciru
sang dang cau hoi nghien cuu nlur sau:
Muc lieu nghien ciru:

Nghien cU'U n:,y xem xct tac dong cua nallg lire gi;I"g vien,
thong qua biG'ntrung gian 111dong co hoc I~p, vao ket qua hoc
t~p cua sinh vien.
Call heli nghien ciru:

1. N5'~g 1\I'c giimg vien co tac d{ing vao ke't qua hoc t(lp cua
sinh vien khOng?
2. Nang I\rc giang vien c6 tiIC dong vao cli;>ngco hoc t~p ella
sinh vien khong?
3. 09ng co hoc t~p cua sinh vien c6 tac dong vao ket qua hoc
t~p cua sinh vien khiing?
Khi xac djnh duoc m\IC tieu hay cau hoi nghien ciru, chung ta,
dua vao Call h6i nghien elm, de quyet djnh phuong phap giai quyet
van de nghien cuu, Neu diu hoi nghien ciru can phai dung phuong
phap qui n~p va djnh tinh, chung ta din thiet ke nghien ciru de thu
th~p dli Ii~lltra loi cau h6i nghien cU'U. Neu cau hoi nghien ciru dln
phuong phap suy di~n va djnh hrong, chung ta tiep tuc thirc hi~1l
48 Plmong phap ngllien cuu khoa hoc trong kinh doanh
tong ket nghi0n cuu de xay dung eo so d10 gic\.thuyet cIe' tra loi rna
cac diu h6i nghien CLfU elC ra va tiip h9P cac gia thuyet thea mOt h~
thong nao d6, thl d6 Iii rno hinh nghien crru.
Nhu vay, trong nghien cuu dinh Iuong, gill thuyet nghien elm
chinh Iii Ira liti dl! kit;'n (vl chi dun vao Iy thllyet de dua ra ch(r chua
duoc kicm djnh b3ng dCt lieu th] tnrong) cho cac ca.u hoi nghien ciru.
Chung ta tien hanh thiet ke nghien ciru de'thu thap dll' lieu dung cho
vi~c kie'm dinh cac gia thuyet da de ra. VI v~y, cac gia thuyet nghien
cuu nay diroc gQi III gia thuyet kiem dinh. Trong nghien elf\.! dinh
tinh, giilthuyet nghien cuu lai la ket qua cua nghien ctru, nghia la san
phii'm thu duoc sau khi thuc hi~n nghien eU1.1.
3. Xac dinh van de nghien ciru

Nghicn CLI'LI khoa hoc doi h6i tinh to mo va sang tao. Albert Szent-
Cvorgi d5 phat bic'u (trlch trong O'Leary 2004, 30):
UKlu1111phli ano gCim 11"1/1 lil )f IIhii'llg gi mil moi ngld)'; nil vii
clnllg nlun Iii y, va suy 118M"ltii?lg gi ilia chim ai tin VI) Ifllllg
suy /lghil" ,
VI v~y, trong nghien eLI'Llkhoa I19C,chung ta lucn ILion phai to

ma va sang tao thong qua thea d6i nhirng dang di~n bien tren th]
truong kinh doanh (thea doi th] mrong) cfmg nhir nhemg gl cac nha
nghien c(ru da thuc hi~n c6 lien quan, baa gom ca ve m~t phuong
phap nghien cuu, den chuyen nganh chung ta dang lam nghien CLru
(theo dni Iy thuyet, baa gom ca phirong phap) va bie'n mung thanh
nhirng y nrong va "an de nghien ciru.
Nguy(:n ".'n lieng Anh: "Discovery consists in seeing whal everyone has
see", and lhlnktng what no one else has. thought."
Chuong 2. VJn de I1ghicn cuu 49
NhLI'd5 gi6i thi~LI (J Cheong 1, m{lt nghien cuu can phai' thoa
mfin hai yell dIU co ban, do lit (I) c6 tinh rnoi va (2) co y nghia. Tuy
nhien, yhl c'au nay 6 nhl'rng nurc dO khac nhau. Dua V110 rrurc do mai
(dong gop moi cho khoa hoc cua ket qua nghien ClI'LI),cac nha nghlen
cuu han lam chia cac nghien ciru thanh hai dang chinh: (1) dang
nguyen thuy (original research) va (2) nghien cuu I~p lai (replication
research). 'Ighi['n cuu him lam I~p I~i IhuOng diroc chia thanh bon
10\11 chinh: I oai 0, I, II, v a Ill.
'Ighien CUll I~p I~i loai 0 Iii d,.mg nghien cuu I~p lai hoan toan
giong nhu nghien cuu da co, Nghien Cll'tl loai nay chi co the' thuc
hien trong cac ngimh khoa hoc tu nhien. Trong ng1mh khoa hoc xii
hQi khong the thuc hi~n duoc dang nghien ciru I~p lai loai 0 vi khcng
the' nao I~p I<)ichinh roan bQ t5'1ca cac thanh pllan ella mOt nghien
cuu VI cac yell It) ngo<)ilai luon hien d i~n. UIY VI du, chung ra kho co
the moi duoc nhCmg nguoi dii tham gia vao nghien CLI'L1 truce tharn
gial(li clio nghien eLI'LlCI'I11
chung til.
co
I.~p l1,1ilo~i I lil nghien ciru giang nhu nghien ciru dB ve l11~t
thiet ke, mo hlnh I1ghien CLI'U, vv. nhung duoc tlurc hit}n dc' gio tang
I11lfCd(l tCing quat hoa cua nghien ciru dii co nhir kic'm dinh i:J mQt
ncn van hoa khac, doi urong nghien cuu khac, vv. L~p lai loal 11Ib
nghien L~I'LIthu'c hien gieng nhu nghien cuu aa co nhirng (1 nhi'eu
ngCIcanh khac nhau (multiple contexts). L~p lai loai III Iii nghjen cuu
IZiplai nghien ciru ail co nhung co dieu chinh bo SLIngde hoan thien
hon. Nghicn cuu IZiplui trong ngimh khoa hoc xii hOi Iii cac nghien
cuu thuoc loai I, II, va III (Easly & ctg 2000).
Trong nglmh kinh doanh, nghi!?n ctm cho cac 111~nvan th"c si,
d~("biet Iii he nghicn CtIU,villu~n an lien si trong tn.l'Ongd<)ihoc phai
Iii cae nghien ell'll him liim. Tuy nhicn, yeu cau ve tinJ, moi co khac
nhau. Cac nghien (Lnl cho lu~n van th"c si, d~c bi~t la h~ nghien CUll,
dbi hoi phai c6 nhiing long ket. di'ell chlllh va bo sling co y nghia
ho~c tili nhivu ngu (anh (contexts) khac nhall (nghien Cllll l~pl<,Ii10<;11
II ho~c Ill).
50 PhLtong phap nghi~n C\I'U khoa hoc Irong kinh doanh
Nghien cuu eho Ill?n an tien SI,d~c bi~t Iiidang PhD (Doctor of
Philosophy), phai Iii nghien elm nguyen thuy, chua ai thirc hi~n2, Vi
v~y, mot lu~n tin lien SIdat yell diu khi ket qua ella lLl~nan do c6 the
eong bo tren cac tap chi him lam khoa hoc qucc teo Nhirng nghien
rou nhu v~y, van de nghien cuu thuOng duoc xac dinh ttl viee tong
ket co s61y thuyet de tim khe hong trong Iy thuyet
Hinh 2,2, Mo hinh nh~n dang van d~ nghien ciru
Theo doi thi tnrang TIleo doi I)' thuyet

'P/lIllmg fir" tTl/yelllhollg 'Ly th"ye! trong Cl111gIIgallh
rlai cJlIIII8 'Ly tflllyel trong IIlriellllgimiz
'Ngfriell dm sa/IQ liell qrtan
I I
1
VAN DE NGHIEN CUU
'Trong cling IIg?lIIhkhoa hoc
'Lieu qllall dell Irhiellllgilnil klIO(/Iloc
Trong nganh kinh doanh, mOLdang tien 51pho bien khac IiiHen
SI quan tr] kinh doanh (DBA: Doctor of Business Administration),
Yeu cau nghien cuu cho ILI~ntin DBA thuong Iii phai co tinh tmg
dung cao cho ncn van d~ nghien CUll thirong ket hop gilfa th] tnrOng
va ly thuyet, MOt diem quan trong can chu y Iii cho du thuc hi~n
nghien cuu eho dang nao, PhD hay DBA, tinh lmg dung cung luon
d6ng vai tro quan trong eho cac nghien cuu. Vi v~y, van de nghien
1 Hj~n n3)" I~i nutlc ra, nghien cuu han lam dll duoc thuc hi'in trong m61 sO
11IQnv3n thac sl nhung ChU'3pho bj~n r6ng raj irong cac Ju~n an tien ~i.Trong khi
51
Cll1.1l1i!n duoc kel h(,1p giLla thi 11vang vn Iy thuye't. Tren co so nay,
chung ra co the dua 1'(1 mo hinh xac djnh van d'enghien cuu trinh bay
trong Hinh 2.2,
4, Ooi tlfQ'ng nghien ctru

Trong nghien oru khoa hoc kinh doanh, khi xac dinh van de nghien
cuu chung ta din xac dinh ro doi neong nghien ciru. Doi nrong
nghien ciru bao gorn hai dang: d6i nrong thu th~p dit li~u (de'
nghlen ciru), con gQi Iii don vi thu lh~p dfr LieU hay doi nrong khao
sat (unit of observation) va doi urong phan tich. ron goi 111don vi
phfin tich (unit of analysis) 111nhirng gl hoac nhu'ng ai chung la
muon nghicn ciru. Cung c'5n chu y 111trong nghil!n cuu khoa hoc han
lilm, thu~1 ngfr IIgl1iihJCli'lJ dong nghia voi thuM ngD flii lifJI (xern lai
Chuang I). Vi v~y,doi tllvng thu th~p df li~u de' nghien cLJ'UCung
thtl'ong duoc gQi t~1 Iii doi urnng nghien c1I'U. V\ v~y, trong giao
rrlnh nay, Ihu~l ngu' doi urong thu th~p d'u' Ji~u, doi nrong quan sal
va doi ruong nghicn ciru duoc dung rhay the cho nhau, va chl,ng
pb€lnbi~t vol dan vi phnn tJch.
Trong nghiGn cll'lI khoa hoc, don vi phan tich va dan vi thu
lh~p dCa'li¢u rhuong trung nhau, tuy nhien chung til hai khai ni~m
khac nhau phan anh hai van de khac nhau trong nghien (lI'U. Nhll'ng
gi hay nbCi'ngai chung ta muon nghien CLfU (phan tich) vb nhung g',
hay nhl::tng ai chung ta din thu Ih?p dii li~u de phan rich doi khi
khong trung nhau. Trong ngilnh kinh doanh, dan vi phiin rich
thuong bao gam: ca nhfin, nhom, to chtrc, hay moi quan h~ giua cac
ca nhan, to chuc nay.
do, nghl~n clru cho lu3n an tien si b~t buoc phai la mOl nshien cuu hi", 15m (xem
Nglly~n Dlnh i1'Q 2008).
52 l'hu,t1l1g phap nghien Cli'L1 khoa hoc trong kinh doanh
4.1. Col nhfin

Cit nhan 111don v] philn tich pho bien nhfit trong nganh kinh doanh,
vd, ngtrbi tieu dung. nhfin vir~n trong doanh nghi~p, vv. Trong
truong hQP don vi phiin rich IIIea nhan, don vi thu th~p drr li~u cling
thuong (nhung khong phai luon luon) chinh Iii ca nhan do. Uly vi du
chung ta nghicn cuu hanh vi tieu dung cua nguc'Ji tieu dung, cu Ihe
nhu nghien eLI'Uve xu buong mua hang n(>i cua nguai tieu dung,
chung In se thu th~p dtl li~u ttl nhung nguai tieu dung nay de phfin
rich xu huong tieu dung cua ho. Nhir v~y, trong trll'Ong hop nay,
don vi phfin ikh va don vi Ihu thap dtl' li~u 111mot.
Lay vi du, Nguyen & ctg (2008) nghicn ciru V€ xu huang tieu
dung hill1g nQi cua nguoi Vi~t. C" the Iii nghien ciru cac yeu to tac
dOng vao xu huong lieu dlll1g hang nQi cua nguoi Vi~t. Trong nghien
cuu nay, don vi phan tich va don vi thu thaP dLI' Ii~u la m(>1(ngLrai
tieu d Lang),t\:ghi<l Is rhu Ih~p dfr lieU tll ngu'&i tieu d ung ea nhan de'
phfl11tlch xu huong lieu d LlI1gn'1il ho,
Khi chung La nghien cuu vc ket qua cong vi~c cua nhfin vien
rrong doanh I1ghi~p, Jon vi phan rich trong tl'u'img hop nay 111nhfin
vien. Tuy nhien, don vi thu lh~p till' li~lIeo the' la nhan vien trong
don vi phfin tich nhung cung co the' khong phai Iii nhLfng nhan vien
nay, C\I Ihe~ ChLIIl!;; ta co the' thu th~p dO lieu tit chinh nhi'rng nhan
vien de' ho tv drinh gii! kct qua cong viec cua he. Nhu Yay, don vi
phSn rich cling chinh Iii don vi rhu thap dLf lieu. Nell chung ta thu
th~p dlr 1i~1Itlr nhu'ng nguoi quan Iy ho (ngLfOiquan 19 danh gia ket
llua cong viee cua nhan vien do minh quan Iy). Trong truong hop
nay, dan vi phfin rich va don vj thu thaP dii 1i~1Itlly cung Iii ca nhan
nhung khac nhau (khang phai Iii mot).
Vi d~l,Nguy~n & Nguyen (2012) nghien cuu ve nang It.Ktam I)'
clla nhan vien marketing trong cae doanh nghiep. CI,I the Iii vai tro
cua nilng Ivc tam Iy doi voi chat IU9'ng song h'ong cong vi~c, chat
IlIO'l1g song, va kcl qua cong viec eua nhan vi.~n marketing. :'-Jhu'v~)',
Chuung 2, Von d'c "ghien cuu 53
Lion vi phfin tich CLIO nghien ciru nily I~)nhan vien marketing trong
doanh nghi~p (khong phtii In doanh nghiep) va clan vi thu th~p dO
li~lIclmg La nhiin vien marketing.
4.2. Nh6m va to chtrc

Nh6m va to chirc cung la hai don vi phan rich pho bien duoc 5U
dung de' nghicn cuu trong kinh doanh. Mot khi don vi phan tieh cua
nghien Clru la nhom hay t6 chm: (cal chung ta can phan uch), dun vi
phan tich va don vi thu th~p dtr li~u thuong khac nhau. Lay vi du,
chimg ta nghien cuu ve nang luc canh tranh cua doanh nghiep thi
don vi phan tich la doanh nghi~p nhung don vi thu thap dfr li~u co
l'he'l~nglloi d~i di~n cho doanh Ilghi~p (vd, tong giarn doc) hay mot
so thanh vien chu ch6'[ trong doanh nghi~p (vd. truong cac phong
ban), vv .
Khi chung 1'<1 nghien cuu v(: hanh vi tieu dung. chung til co the'
phan tlch h(l gia dlnh (don vi phi\n tich), T1.lYnhien, don vi thu th~p
cl L"rliQll co tl1G' 111 chu hO hofic mot hay mOL vai thanh vien d6ng vai
11'0quan II'QnS lrOl1g I'll qllyet djnh lieu c1LlI1gella gia dinh. Nhu v~y,
don vi phftn tlch I~ nhorn nhung don vi thu th~p dfr li~u co the la ca
nh~1I1hay nhom. Trong truCrng hop nay, don vi phfin rich vt. don vi
thu th~ P dCi'li~u cling khac nhau.
U1Y VI du, mot nghicn cll'U ella Nguyen & Nguyen (2011a) ve
vi~c gia nh~p To chuc Thuong mai The gici (\lVTO) cua Vi~t Narn va
ket qua kinh doanh cua doanh nghiep, C~Ithe lit nghien CUll tile dong
cua S~f ky vc;mg ve WTO doi voi nang luc marketing, nang luc ~ang
t\lO va k~l qua kinh doanh cua doanh nghi~p, !'hu V?y dan vi phfin
tich cua nghicn CUll nay Iii doanh nghi~p. Nh6m tac gia thu th~p dtf
li~u Ctlllg tlr doanh nghiep de' phan tich. Tuy nhien, dan vi thu lhap
dfr li~Ll Iii nguoi d"i dien ban giarn doc (mQt thanh vien trong ban
giam doc),
4.3. Moi quan h~

MDi quan h~ giua cac ca nhan hay to clurc cung Iii mot don vi phfin
tich thuong dLfQC5Lfdung trong nghien ciru khoa hoc kinh doanh.
Hill1g 10\11cac moi quan h~ kinh doanh duoc cac nha khoa hoc
nghicn cuu nhu quan h~ giu-a cac doanh nghi~p voi nhau, quan h~
giua nha cung, khach hang va doanh nghi~p, vv. Trong cac nghien
cuu nilY, dun vi phan tich III mOi quan h~. Tuy nhien, don vi thu U'~p
dtl' li~u khong phai Iii cac moi quan h~ nay. Dfr li~u Slr dung cho vi~c
phan tich moi quail h~ chung ta co the dfr lieu cua mol ben ho~c cua
hai hay Ilhi'eu ben tham gia vao moi quan h~ nay. V1v~y, don vi thu
th~p dl"r li~u Ctl the' Iii mot ben trong moi quail h~, vd, mot hay nbi'eu
thanh viell trong mQI doanh nghiep (nguoi ban) co moi quall h~ vai
doanh nghi~p khac, Don vi thu th~p du' li~u CMg co the' hai phia.
nghla In chung t<l thu Ihap du' li~LIcua cac ben rrong moi quan h~ do.
Lay vi du, trong I11Qt nghi.?n cuu ve vai IrQ ella tuong tac d
nhall trong vi~c tao nen gia tr] cua moi quan he gilra nha san xuat va
la
dai Iy (Nguyen & Nguyen 2011b) thl dan vi phan rich moi quan h~
giu'a nha san xlIat va d\li IY. Tuy nhien, don vi thu th~p di} li~u cua
nghien cuu nay la nguoi quan I; ella cac dai ly (thu thS.p di!' li~u cua
hai bcn trong 11'I0iquan h~ ILf ngll'oi dai di~n ella dai ly de phan tich
mOi quan h~).
Trong mot nghien cuu khac ve tac dQng ella mot so
thanh phfin
marketing h6n hQP vao chat luong moi quan h~ giua khach hang va
thuong hi~u (Nguyen & Nguyen 2011e)cho thay don vi phfin tich
cung 111 1110iquan h~ (giu-a khach hang va thuong hieu). Tuy nhien,
lrong nghien clru nay eac tac gia chi thu lhap du li~u tlr mQt phia
(nguOi tieu dung thtrong hi~u) de' phan tich moi quan h~ nay (don vi
thu lh~p dlr lii:u la nguoi tieu dUllg).
Chuong 2. V5n d'~l1ghicn cuu 55
5. Tong kelly Ihuyel

5.1. Tong kelly l}luyel va vai Ira dla n6
hir da Irlnh bay, tong kelly thuyet Iii khau dau tii~nva dong vai tro
quyet dinh trong xac dinh van de nghien ciru. Hart (2009, 13) djnh
nghia vi~c tong kct Iy thuyct Iii "(11 viec chon loc cac tai Ii~u (xual
ban hay khong xuii't ban) ve chu de nghien oru, trong do bao gom
thong lin, 'i tuong, dfr li~u va b3ng durng diroc trlnh bay Iren mot
quan dic'm nao do de' holm thanh cac muc neu da xac dinh hay di~n
la cac quan die'." ve ban chat cua chu de do rung nhrr phuong phap
'(em xM chu de do, va [2] vi~(' danh gia mot each hieu qua cac tili h~u
nay tren co sa lien h~ voi nghien cuu chung ra dang thuc hien."
Cl,l thG' hon, tong ket Iy lhuyet co the' chia thanh hai nh6m c6
lurong I~p trung vn muc tieu khac nhau (Cooper 1998). Mot 111 tong
ket nghien cuu (research review) t~p trung vao tong kel cac nghien
ctru ihuc ti~n (empirical study) da tlurc hien trong qua khir de'dU'a ra
ket lu~n chung ve kct qua ella cac nghien ciru nay. Muc dich cua
dang tong ket nay lit nh5m due ket nhfrng gl da lam duoc (da tong
quat duoc) vi:t nhi:rng gl elln duoc tiep t~ICnghien ciru (khe hong
nghien cuu).
Hai la dang tong ket Iy thuyet (theoretical review) trong do nha
nghien CUll trlnh bay cac Iy thuyet <.til co cung giai thich mot hi~n
tLl'(mg khoa hoc nao do va so sanh chung ve m~t de:'> sau, tinh nhat
quan elmg nhir kha nang dl,l' bao cua chung, Nhu v~y, tong ket Iy
thuyet thuong chua dung phan tCing ket nghien oru. Trong giao
trlnh nay, chung ta Slr dung lhu~t ngi:r tong ket Iy lhuyet de chi ca
cho tong ket Iy thuyet (thuan tuy) va tCingket nghien cuu.
ve m~t phvong phap tong ket, cac nha nghien cuu thuong chia
Chll11gthlmh hai nh6m chinh, nh6m thien ve dinh nnh dung tu ngfr
(narratives) de' tong ket Iy thuyet va nghien cLi'uve ehu de can tong
kel. Nh6m thu- hai Iii tong ket ve dinh ILrQ'ng(meta analysis). Phu'ong
56 I'lmong phap nghicn ciru khoa hoc trong kmh d0311h
phap t0l18 ket nay dung Cc1C ky lhu?t djnh luong de' tong ket va so
sanh cac ket qua nghien elm dii co (xern, vd, Rosenthal 1991;
Rosenthal & DiMatteo 2001). Ciao trlnh nay t~p trung vao phuong
phap tong kelly Ihuye! 6 dang thll nh5t (djnh tinh).
MQt diem chung ta dm chu '1 lit tong ket Iy thuyet kheng chi la
vi~c mo ta nhl'rng gl dii lam mil con danh gia chung. Vi v~y, tong ket
1'1 thuyet cung la mQt cong trinh khoa hoc (Bruce 1994). Trong
nghien ciru, tong ket Iy thuyet phuc Vl,1 nhieu cong doan trong qua
Irinh nghien cuu. C\I the' nhir sau:
1, Xtic diuh v if rre Ilghicn Clnl: Tong ket 1'1thuyet giup chung ta
nh~n dang duoc nhung gi da lam va nhimg gi chua duoc
lam (khe hong nghien cuu) , Vi v~y, mol tong ket tot se giup
chung tel tiet ki~m duoc thlyi gian va dinh vi diroc nghien
cuu cua mlnh (khon8 lam nlurng gl khong co )' nghia khoa
hoc hay nhClng gl mil ngll'lJi khac cia lam rei)
2, Co sa I!} tiwyel: Tong ket Iy lhuyet gill)) chung ta xiiy dung
duoc nen tang 1'1Ihuyet cho m6 hinh, git. thuyet cho nghiiln
cuu kiem djnh Iy thuyel, ho~c lam co so cho vi9C elln thiet
phai xay d~I'ng Iy thuyet (cho nghien ciru xiiy dung I)'
thuyet). Vi v~y, no giup lam tang kien thirc cua chung ta
trong liinh vu'c nghien ciru, nhfin dang duoc nhullg I)'
thllyet nen tflOg de' xiiy d~mgco sa ly thuyet (h~t che cho
nghien cuu ella mlnh. Ket qua cua tong ket Iy thuyet phan
nay chinh IIIco 56 1'1thuyet cho nghien ciru cua mlnh.
3. CIII'Ii I,m plll((lIlg Jlll/ip: Tong ket Iy thuyet ve m~t phuong
phap nghien ciru giup chung ta danh gia duoc cac phuong
phap nghien ciru da duoc su dung, nhl'rng iru nhiroc die'ln
cua n6 vit chon Iva phuong phap thich hQ'p cho nghien elru
cua minh.
Clwol1g 2. V3'11.Ill nghi~n (,l'u 57
4. So saHli kel quci: Tong ket Iy thuyer gillp chung ta co co sa

bi~n 11I~n, so sanh ket qua nghien ciru ella rninh voi nhemg
nghien cuu da co, d~c bi~t Iii nhirng gi mang tinh bo sling va
nhemg gi mang rinh doi khang val cac ke't qua da co.
Dc tong ket Iy thuyet, chung ta thuOng phai tra I&i rnQt so diu
hoi co ban sau:
1. Ngllon tai li~u n110can tharn khao ve chu de nghien C\IlI?

2. NhCl'l1g\/an dc, dill hoi nghien ciru \/e chu de nghien elm?
3. Nhirng van de, tranh lu~n chinh ve chu de nghien ciru?
4. Nhirng y ruong. khai ni~m, Iy thuyet ve chu ele nghien cuu?
5. Nhfl ng phuong phap luan, phuong phap, cong Cl,I nghien
ciru sil' dung va nhu'ng tranh luau ve vi~e Sll'dung chung?
6. Ci\ch rhuc s~P xcp nhCmgtri th1fCd11c6 ve chu de nghien
CtIU?
Trong chuong nay, chung ta t~p trung vao van de tong ket Iy
thuyel de' xac djnh van de nghi€m (lI'U. Xac dinh nguon tili li~L1Iii
khfiu dau tien cua ceng vi~c tong ket Iy thuyet de xac dinh van de
nghien cLI·U. Nhll nghien cuu can phai dati tLf thai gian va cong SLtC
de lim kiem khe hong nghien cou. Nha nghien ctru can phai tham
khao himg loat cac tai li~L1.Thong thuong, cac dang tai li~u tham
khao bao gom (1) tap chi khoa hoc him lam chuyen nganh (2) sach
nghien ciru (Iii cac sach ding bo cac cong trinh nghien ciru), (3) cac
11I~nan thac si (h~ nghien cuu), tien si trong nganh, va (4) ky yeu hQi
thao khoa hoc chuyen nganh (proceedings).
Cung can ban luan them ve cac dang tai Ij~u nay. Truxrc tien, bai
bao (khoa hoc) cong bo tren cac tap chi khoa hoc qudc te Iii cac bai
nghien CU'unhi'ell dang khac nhau nhu bai ve Iy thuyet (conceptual
58 Phuong phep nghien ecru khoa hoc trong kinh doanh
papers), bai thvc nghi~m (empirical papers), bai tong ket cac ket qua
nghien CLI'Uda co (review papers), vv . Cac bai nay la nhlrng bai holm
chinh va thong qua mot he thO'ng binh chon ch~t che. Ham IlrQng
khoa hoc ella cac bai nay thuOng la rat cao (ruy theo timg tap chl).
Cac sach nghien ciru cung cong bO'cac cong trinh nghien ciru trong
nganh. Thong thuong ham h.rqng khoa hoc khong duoc danh gia cao
b~g nhu cac tap chi (di nhien nhu da de e~p, tuy theo timg tap chi).
Doi vai sinh vien thuc hi~n nghien ciru cho lu~ van va lu~n an,
lu~n vlin thac si (he nghien ctru) va lu~n an tien SI Iii dang thlli~u gan
glli nhat dOi voi hoc vien eao hoc va nghien ctru sinh vi no giup cho
sinh vien khong nh[fng noi dung nghien cuu mil con each tlurc trlnh
bay bao cao ket qua nghien cuu cua luan van va luan an. Cac bai tren
ky yeu hQi thao khoa hoc 111cac cong trinh dura hoan chinh va c6
nhieu dang khac nhau nlur bai canh tranh (competing papers), bai
dang tlurc hien (work-in-progress papers) va h1.r611gnghien cuu hoac
t6m t~t (abstracts). Bili hoan chinh nhat Iii dang bai canh tranh. Cac
bai [ren ky yell hoi thao quO'e te tuy lil cac bai clura holm chinh
nhung tlnh e~p nh~t cua chung I'a', cao VI dang duoc thuc hi~n. Do
v~y, doc nhll'l1g bai nay se gitlp cho nha nghien cuu n~111 b~( ducc
nhirng van de cac nha khoa hoc tren the gi61 dang quan tam va tlurc
hien, Cung e'an chu y la, tuong t~r nhir tap chi, rnuc dQ hiru ich cua
cac bai trong ky yeu hOi thao khoa hoc phu thuQc vao tLJ'nghQi thao.
Chung ta nen chon nhlrng ky yeu ella cac hQi rhao e6 uy tin (nai
ctu<;IcnhieLi nhil kho:! hQc c6 ten luoi tham d,r va cae bai deu thong
qua qua trinh blnh ehQn; Nguy~n 2007h),
T~p chi khoa h<;lehim lam v~n Iii nguon quan trong nh1lt dO'ivoi
vi~e tong ket nghiell elfU, Voi cong ngh~ thong tin, tat ea cae tap d1i
va ky yeu hOi (hao e6 uy tin (rong nganh kinh doanh deu (J dang ban
eUllg va ban mem, Cae nha xuat ban va phfm phoi t<:lPchi uy tin nhU'
Emerald, Elsevier, Palgrave, Routledge, Sage, Springer, Wiley, vv.
deu c6 phan phO'i ban mem (hong qua co 56 dit li~u ella hQ. Nhi'eu tai
li~u ldnh bay d1i tiet cae IlgUOIldu' li~u nay (vd, Garson 2002), Vi
59
v~y, neu de rruong dai hoc co thu vi~n di~n til', chung ta d'hl di:\
dang tim ducc cac bai nghien ciru lien quan den chu de nghien ctru
cua minh thong qua cac tty khoa,
5.2, Qui trinh tong ket nghien ciru

Creswell (2003) dira ra qui trinh tong ket nghien ciru bao gom bay
buoc nhu sau:
1. Tong ket nghien cuu b~t claU thong qua vi~e xac djnh nlurng
ttl' khoa vc chu de chung ta dang nghien ciru,
2. I)....
" vao tLI' khoa chung ta tien hanh tim kiem tili li~u lien
quan t~i thu vien (truyen thO'ng va di~n nr),
3, Li~lkc I11Qt sO'tili Ii~u (then Creswell Iii khoang 50) lien quan
m~l lhiet den nghien cuu ve de tili ella minh.
4. Doc nhanh n\c tai lieu nay. d~c biQt Ii.!phan rom t~l, va thu
th~p de bai viet quan trong doi voi de tai cua rnlnh.
5, Thiel kc so do tfing ket tM liell (literature map), bieu di@n
ve
buc rranh 16ng the co so ella chu de nghien ciru.
6. Torn llit cac bal bao quart 11"(,)I1g ve chu ere nghien ciru, trlch
d~n vii li~t ke tai li~u tharn khao (chi tiet ve each trlch dfin va
li~u ke tili Ii¢u rharn khao Sf! gi6i thieu 6 philn sau),
7, Cuoi cling, tong kct lai cac phan da t6m tM, to' chuc theo
danh rnuc cac khai niern quan trong da duoc tong ket va ket
thuc phiin tong ket Iy thuyet thong qua viee torn t~t nhlmg
hllong chinh dii duoc nghien cuu va neu ra s~r can thiet cho
nghiell CUll cua mlnh,
60 Phuong ph~p nghien cuu khoa hoc trongkinh doanh
5.3. Minh hoa ve tong ket va xac dinh van de nghien ciru
Phan nily trlnh bay m{>tso vi du rninh hoa v'e each xac dinh van de
nghien cuu.
5.3.1.Xac dinh van de nghien ciru dira chinh vao Iy thuyet

Nguyen & Barrett (2oo6b) Irong mql nghien roll ve vai tro tao nen tri
thuc cua m{lng Internet trong kinh doanh quO'c te da xac djnh van de
nghien cuu nhu sau:
"Tri thll'CI~ Jl1~I'yell to quan tTong rae d{)llgvao 511phat trien

CII~ doanh nghiep Iren th] lnrernS"qudc le (vd, Cavusgil 1985;
Foss & Pedersen 20U4; Johanson & Vahlne J 977; Liesch &
Knlght 1999; Ling-yet' 2004; Luo & Peng 1999; Toften & Olsen
2003) II~c gi;\ d~n nguon1. 1ay vf du, Iy !'huyet v'e qua trinh
qllOCIe hoa cua doanh nghi~p (firm internationalization) chi rn
rang neu doanh nghi~p kinh doanh b'en th] truong quoe te
I'Ilu'ong theo ,Iue;i chien luge tll'l1gbuoc (stages approach to
intcrnutiunalis-ntion} VI 11\1thiell kien thtre ve th] iruong nuoc
ngo:li (Iohanson & Vahlne 1977) ["Ie gia dan Iy thuye't nen
trong qua Irinh lluOCIe' hoa ella doanh nghlepl. Them vao do,
sv khar biN vo;v5n hoa, xii 11<);, kinh te, chinh tri, 111~tphap, va
nhicu (iiifm ni'r~ ve moi trlFong lam gia tang mire aO kho khan
trong vi~c nghii'n C(,'U th] tnreng quae te (vd, Craig & Douglas
2(00), DiCu nity lam cho cac doanh nghi~p ch]u nhieu rui ro
hon so voi vi~c kinh doanh trong thi tnrong n{li dia. DO. vo;
nlmng doanh nghi~p t"i car thi tnrong chuyen doi (transition
markets) nhu Vi~t Narn, nhirng kho khan neu Iren con tram
tn'-illShan vi nguon luc vii kinh nghiem cila cac doanh nghiep
nay han che han 50 voi cac doanh nghi~p tai cac nu6e phat
trien (I\:guy~n & Nguy~n 2001) [lac gia bi~ iuijn kho khan ella
doanh nghi~p I~i th] Inrong Chuyen doi trong qua trinh qudc
Ie'hoa].
61
5,1 ru dOi CLIDInternet, milt rnang lucri toim d;u ket no; voi
nhau Vd hoat dQng tren mi>t protocol tieu chufin cho phep su
1r.1U doi thOng tin, cung eftp hllng 10,,1 cac emg dung trong
ihuong mai eho car doanh nghi~p rren the giai (Hamill 1997)
Oa so cac doanh nghie-p t.l; cac nen kinh te dii phat trien, dang
phat trien cUng nhu tai cac nen kinh te chuyen doi nhu Vi~t
Narn, Trung Quoe, dang hien .lien !Ten Internet (Asia Today
International 2000) (tae gia gi(1i thi~u 51! hi~n dien cua Internet
trong kinh donnh]. Internet co the' lam thay do; cung each kinh
doanh quoc Ie ella cac doanh nghi~p. lily vi du, trao doi thong
un voj chi phi thap lir Internet co thi!' giup doanh nghj~p co
nguon 1\I'chan che cung co the kinh doanh tIen thi truong quOc
te (Quelch & Klein 1996). Internet tra thanh ding CI,I hi~u qua
ha trQ' cho m\lng luoi kinh doanh (networks) trong cung nhu'
n~oili do.inh ngh;~p (Hamill 1997; Reedy & Schullo 2004), va
h;~n d;~n Iren Internet gil'lp doanh nghiep d@dimg lien h~ va
trao doi vai rae d"i ly, van phong d~i dien, nha cung va khach
h.1ng ni;oili nuoc. Internet co the giup doanh I1ghj~p I1h~n dQl1g
khach hill1g m{/i, nho phan rho; 1110iva cung dtp him):; loat cac
tl1')l'Igtin vc XLI huong th] tnl'Ong va ve mered(l phat h'ien cong
I'1gh~(Itnmill 1997). lnternet tao nen mo; trLrong nghien CLI'LI Ihi
tHrong hi~u qu;\ thong quo cae ung dung cua no, VI du nhu
dill'l);; e-mail d~ Ii&n lac, trao doi voi khach hang, nha phan
phC5i,nhn ~llng, V;I de to chuc (0 lien quan vci cong vi~c kinh
doanh: ~u' dung cung C~I truy c~p va khao sat true tuyen (online
surveys: Reedy & Schullo 2004, Weible & Wallace 2001) [tfic gia
bi~n lu~n vai tro ella Internet trong kinh doanh].
\1,1t"till lnternet cung dip cho doanh nghi{?p mOt moi
truong hi~u 'lull de
thu Ih5p tti thirc !Ten thi tnrong quOc te-
chung toi goi la "khn nang t,10ni'm tri thlYCcua Internet" -rat it
nghicn nnl c.luor thlJc hi~n de' khaID pha kh1i nang nay trong
qua tr'nh kinh doanh quOc te clia doanh nghi{?p, d~c bi(H Iii t'li
c,ic nen kinh Ie dang phat Irien (vd, Swren5en & Buatsi 2(02).
H<m nua, cae
nh,i nghien cllU ky \Tong riing Internet Iii mQt
dll1l1 C~Ihuu hi~u eho kinh Joanh quOc te, nhung di~u ni,y
chua dUQc kiem dinh r(mg riii rrong thuc ti~n. M()t so nha
nghicn cuu khac I~i nghi nga ve dong gop ella Lnternet trong
kinh doanh quae te (vd, Samiee 1998) [tac gia bi~n lu~n vai !To
cua Internet hi mot nguBn tri Ihue trong kinh doanh qufic Ie
va nhfrng quan diem khac nhau ve
vai ITOnay de dua ra nhu
diu IIghiell cuu ve
van de nay].
De' gop phan 11un sang t6 them ve van <ffi neu ra tren day,
chung loi xiiy d~mg va kiem dinh mo hinh ve vai tra cua
Internet Irong hoat dong kinh doanh qudc Ie cua doanh nghiep
I\li mOl Ihi tmOng chuye'n doi - Viet Nam. Cu the, chUng toi
xem xet (1) tae dong cua viec doanh nghiep Slr dung Internet de'
thu Ihijp va chllye'n doi thong tin thi truong quoc Ie sang cap tri
tbuc cao han vao doanh thu ella doanh nghi~p tren thi truang
qlloc Ie, va (2) vai Ira cua djnh hurrng thi tnrong va dinh huong
hoc h6i doi v6i viec t~n dung Internet va qua trlnh chuyen doi
tri thirc Ilac gi;l du'a ra muc lieu nghien CLru (tong quat vii C1,l
the') cun Inc ghIJ".
De' xac dinh vall de nghien C(I'LItren, nh6m tac gia nay da I~p
khung t6ng kitt Iy thllyct bao gom Iy thuyet ve qua trinh quoe te hoa
doanh nghi~p (internationalization), Iy thuyet ve tri tlurc va Iy thuyet
ve o1<)ngInternet (gian do Venn Hlnh 2.3). Khung tO'ng ket nay eho
Chlll1gta lhay cac n116111Iy thuyet va nghien ciru da co sau day:
1. Nhorn Iy thuyet va nghien cuu ve qua trlnh quO'e te h6a

doanh nghiep
2. Nh6m Iy thuyet va nghien cuu tri thuc
3. Nh6m Iy thuyet va nghien cuu ve m~ng Internet
4. hom Iy thuyet va nghien elm ve tri thee trong qua trlnh
quoc te h6a doanh nghi~p (philn giao A)
5. f'.:h6m Iy thuyet va nghien Clm ve su dung Internet trong
qua Irlnh quoc tehoa doanh nghi~p (phan giao 6)
•
Chuong 2, vtir, d'C"!lhien cuu 63
6, Nh6m 19 thuyet va nghien cuu ve m~ng Internet de tao ra tri

thuc (phan giao C)
Hinh 2,3. Vi d ...minh hoa v'e khung t5ng ke't ly thuye't
Ly thuyet
vequa trinh
Ly thuyet quOc lehoa
vein thuc doanhnghi~p
Ser d,II1S Internet ,toY tllu Ih~p Iri thuc VCIhi tl'lI'{lng quoc to'
phuc VlI qllll trinh (IUDC tti hon doanh nghlcp
Sau d6, nhorn t.lC gi<i xac dinh duoc khe hong nghi&n diu C: ~ll
dung milng Internet de thu th~p dCr lieu ve
thi rruong qufic te,
(.'hlly~i, dO'i chung thanh tri thuc de' giup qua trinh quoe te hoa cuo
doanh nghiOp viI dua ra muc tieu nghifm diu: "chung toi xem xet (I)
tac dong cua vi~c doanh nghiep "U' dung Internet de thu th~p va
chuyen doi thong tin th] truong quik te sang cap tri thuc cao han vao
doanh thu cua doanh nghiep tren thi truong quoc te, va (2) vai tro
cua djnh hll'6ng th] tnrong va djnh hirong hoc hoi doi v6i viec t~n
dung Internet va qua trinh chuyen doi tri thirc" (Nguyen & Barrett
2006b, 117).
Dedua ra khung tong ke't,nhom hk gia da tong ket tung nhorn
Iy thuyet va nghien oru. Ly vi du, nhom tac gia da dua ra khung
Phtrong phap n);hien CU'Ukhoa hoc Irong kinh doanh
tong kct 19 thuyet va nghien Clru da c6 ve qua trinh quoc Ie hoa

doanh nghi~p nhu salt (Hinh 2.4).
Hlnh 2.4. Khung long ke't If Ihuyet vt! qua trinh quoc Ie hoa
I M& rong Ihi lru-ongquOcIe

I
! !
rol (Iinh) Qu.i Irinh lJUOC leh6a (d<)ng)
(tt)nll'l 1%6, Ounnmg 19$1)
I
l ! !
Li' thuyel tUllg bu6c L~'
thu yet 5~ngkt{:" TUl'l1ghi
(johanson &. \ .,h..,· 19n) (Bi!key 5< I..." !9n; 1...1<'11.1:11'98») (TumbuIl1987,Reld 1954)
~Uihinh quoe Ie hOadoanh nghiep

I I
Yeulil ben Irong doanh nghi';'p Yeulo!Jen ngoA' doanh I1ghi~r
(BaJ'l-.!1l & \Vllklnllot.>1l 19t).6; t.conidou & Kal!lIk(\'l:' Iq96) (lras 199.; Zou & Stan I?9S)
r r
I
I Yeu 10l.icdQng vaoqu,j Innh quOcIe hoa doanh nghi~p I
Nguyen tile tong ket ella nh6m lac gia [11di tif r(mg dcn hep. Vi
v~y, C;lC rae gii:' bilt dati b~ng Iy IhuyCI ml'y rQng th] lru'cYl1g quoc te
(in te rn a tiona I expansion) va phiin thanh hill huang nghicn cuu ehinh
ve van de nay, do la nhom dau ur true tiep FDY {Forein Direct
Investment), duoc goi Iii Iy thuye! tinh (static) va nh6m ve qua trinh
qudc Ie hoa doanh nghiep (nhorn dong, dynamic) trong qua trlnh rno
rong th] truong quoe teo
Ticp theo, nhom tile giLlchi t~p trung vito nhorn dQng (qua trlnh
quoc te h6~ doanh nghiep). Nh6m t,\c gia aii tong kct cac Iy thuyet
Ch 1.1'0'11);2, Win <1); nghiell CLIl' 65
chinh ve qua trlnh nily va chia thanh ba nh6m tiep c~n chinh cimg
vbi vi~l- dan "hling bai bao chinh ve chung: tLmg biroc (stages), sang
kien (diffusion of innovation), va tuy nghi (contingency), Day la cac
I); thuyet (mo hinh) n~n vc qua trinh quoe tehoa doanh nghi~p.
Tiep theo, nhom lac gia tong ket ve

cac yeu to tac dong (kich
thich va kiem ham) qua rrlnh qUDC te hoa va chia thanh hai nhom
cling voi vi~c dSn cac bai bao quan trQng nghien elfU ve van de nay:
nhorn cac yeu to ben trong va nhom cac yeu to ben ngoai. Tuong tu
nhu \'~y eho cac Iy thuyet va nghien clYU ve Internet va tri thirc,
5.3.2. Xac djnh van de nghien ciru: Iy thuyet va thi truong

Ngtly0n Dinh " ho & Nguy~n Thi \'1<1iTrang (200Sa) nghien cuu ve
mot :,() yeu to chinh t.ie di,lng vao vi~e lieu dung hang nQi ella nguai
Vi~t d::lx.ic djnh khe hong vll vtin de nghien ciru nhu sau:
Q,,:, lrinh 10:ln <:,,,,, hoa dang di~n ra voi toe dQ cao va cac quoe
gi:1 tl'l~nthe ~i6i d'!u khllng m1l011 til' eil I~p minh vO'inen kinh
10'the' ~Iui. Vi viiy, c;\e glloc gia ngay no)' deu co g~ng 1116CU';)
dc' hl)i l1h~1'vno lI~n kinh te toan diu, Tuy nhicn, khi cac quoc
gin nil') "l),~ va h(')i nhftp v(Yj th] tluong quoc te, cac doanh
nghi~p tf'<Jng mr(',c Illem luon phai doi d'au voi rrurc d(i canh
tranh IPY g;\t hon, I.y do I;, co nhieu hang hoa duoc nh~p khfiu
til ~<\Cmlo,' khac cilng tharn Ilia vao thi rnrong do khong co $V
can thiVp cua 11111111 ran thue quan. V, v~y, cac doanh nghi~p
trong nuoc thllong phal n6 luc hon trong cong vi~c kinh doanh
cua mmh. Mot trong c;k van de cac doanh nghi~p quan tam Iii
nhung y~u to clunh yeu nao tac dvng vao xu hu6ng mua hang
n.;li th'l~ vi h1111gngoai nh~p eua nguiri lieu dung [thea doi thi
trltong detim y tltong nghien cuu!.
m
Van .. Xi?m xet nhling ye'u to' nao tac dQng den vi':c chon
h,la giua himg noi ho~c hang ngo~i nh~p da dugc nhieu nha
nghicn ell'll hll11 liim va (mg dvng ve marketing Iren the gi6i
66 Phll'<1ngphap nghien cuu khoa hoc trong kinh doanh
quan tam va t~p trung nghilln cuu trong nhieu nam qua, Cac
yo!u to' quan trong thuong duoc nghlen cuu Iii tinh vi chung
tieu citIng (consumer ethnocentrism; vd, Herche [994; Klein &
Ettenson [999; Shimp & Sharma 1987), di) nhay van hoa
(cultural sensitivity; vd, Kamaruddin & ctg 2002), xu huang
tho:mg ve toan cau hOa (global openness; vd, Suh & Kwon
2002), vii danh gi<i san ph5'm, djch vu (product judgement; vd,
Han 1988; Klein 2002), VV, ltheo doi Iy thuyet ve van de nghien
cuu]
Tai Vi~t I\'am van de xSy dung, phat trie'n va bao vi,>hang
noi cung da duoc nhieu to ehue, kinh doanh va phi kinh doanh,
d~c bi~t quan lam trong nhimg nam gan day, Nh;eu chuong
trlnh, h{li thao qu.ing ba hilng nf,>ira doi, thi du nhir cac chuong
trinh ve hilllg V;'~t Nam chat [u'ong cao, VI! xay du'ng thuong
hi~ll manh, ve ban v~ rbuong hicu cua nhihl to chuc. MOl 515vi
([I,l dic'n hlnh nhu Sili gon Tiep th], Thoi bao Kinh te Sai gon,
Thol ban Kinh tl! Vi~t Nam, l Ioi Marketing Vi~t Nam, Sai gon
Business Hotline, Di~n dim Kinh tit cua HTV, VTV, vv . Mol 515
dounh n!:\hi~p Vi~t Nam cung da ticn phong va thanh ding
trong vi~e xay d \l'l1gthuong hi~u thong qua vi~ckich thich tinh
th'on dun t~)Ccua ngll'oi Iicu tilIng, dien hlnh nhu (u~n Clf gil) tr]
'Nallg niu blln chan Vi~t' cua Biti's [theo doi thi tnrong v'e v5'n
de nghien cu'ul.
Cac hoat dong tren tla chlrng minh r~ng cac to chuc cua
Nhil nucc cung nhu cae doanh nghi~p dii thirc sv quan tam
den vice kich thich xu huong tieLl dung himg noi cua nglfoi
ViGt, Tuy nhien, ral ,t cac nghien CUll liip trung vao vi~c kham
phil ra nhung yell t5 nao lac d()ng vito vi~cchon ",ra gil'ra himg
noi V;, hang ngoili nh~p cua nguoi tieu dung Vi(\t Nam [neu ra
nhu diu nghiell ell'llJ,
Mile licit IIgllli'1I el;1/ [neu ro muC tieu nghien cu-uJ: Nhu
di\ de c5p tren day, kham phil cae yeu to tae dQng vao Xli
huong mua hang noi vii hang ngo~i nh~p co tam quan IT(,mg
d;lc bi~1 dO'i voi cae doanh nghiep nuDe ta lrong giai do"n hQi
nh~p vao cae Ihi lmong Irong khu VI,l'C va the' gioi. Ole yeu tl5
Chl.,'O'ng 2. VJI'\ de nghicn Clnl 67
nay s~ gillp doanh nghi~p d~ dang trong xay 'h,rng via djnh vi
Ihuang hio$ucua minh tren th] tnrong. DO' v~y, dc' gop phan '
gillp c,ic nha quan trj liep thi co them co so de xiiy dung, djnh
vi, viI quang ba cac Ihuong hi~lI cua minh trim m91 th] tmOOg
kha n~ng dong nhu thi tmong Vi~1Nam hi~n nay cung nhu bi}
sung vao Iy thuyci vc liinh vue nay, nghien nfu nay c6 muc
dich xiiy dung mOl mo hlnh bieu di~n moi quan h~ gii'ta cac eu
10 (I) Ilnh vi chung lieu dung, (2) dO nhay van hoa va (3) danh
gid gia Iri hang ngoai nhap voi xu huong lieu hang nQi cua
nguai liell dung Vial Nam. CI,Ithe Iii [neu [0 muc IH~uCt,I Ihe}
1. Kii!'m djnh lac dOng cua tinh vi chung lieu dung, d{l nhay
v5n hoa, vil danh gia gia tTi san ph§'m ngoai nh~p, vim xu
hu'ong mua hong nOi.
2, Khrim phJ su khac biet ve moi quan h~ gitra tinh v] chung
lieu d~lng, dQ nhay van hoa, va
danh gia gia tri himg ngoai
nh~l', vii xu Iw6ng mua hlmg n(li theo chung IO'~i san
ph§'m. gioi tinh, dO luoi, thu nh~p va trlnh til? hQC va'lI.
Nguyen & erg (2007a) trong mot nghien ClJoLI ve d9ng co tieu
khien trong rnua s~m va long rrung thanh khach hang tai tai Viet
Nam cia xac d [nh von de va rnuc Hell cho nghien CUll nhir sau:
Qua trinh rna cu'a nen

kinh Ie Vio?lNam cia lam thay doi manh
me h~ thong ban I~ cua th] tmimg. cI~n den su xuat hi~n cua
nh;ell siclI thj, trong mrec cung nhu nuoc ngoai, trong nhiIng
nilm gan day, Doanh thu til siliu th] hi~n t~i chi dar 10% cua 20
Ii USD doanh thu nganh ban le, tlly nhifin ti Io?nay gia lang rat
nhanh va dang Ihu hut khach hang Itt cac cho truyen thong, Xu
Ihe' phat tricn nay g3n lien v6i mong muon phat lrien h~ thong
bJn Ie hi~n d~i Iren loim quoe cua Nha nu<7c Vi~1 I\:am. Hi~n
nay, Vi~1Nam cO khoang 160 sieu Ihi va 32 trung t5m mua slim,
13p lrung chu yeu VilO cac lhanh pho 16n, d(ic bio?tIii Ha NQi va
TPIICM, nOI ngm)i dan co Ihu nh~p kha caO' (Vietnam
6!! Phuong phap nghien cuu khoa hoc trong kinh doanh
lnvcstrnent Review 2U04). Mot khao sal gan day cho thay 85%
nguoi don thanh th] 0 phi a Nam thieh thu di mua s~m tai sicu
th] vi ho tin r~ng sicu th] cung cap eho ho moi truong mua silm
ti~n loi va chat h.rQ'nghang hoa tin e~y (Thanh Nien 2004),
V6i dan so khoang 80 triiill va tang tnr6ng kinh te hang
nam dat hem 7%. Vi~t Nam duoc xcm Iii mQt th] truong ban h~
hap d~n. d~n dC'n s\r hien di~n cua nhietl sieu thi, trong m.roc
ding nhu nu6e ngoa] nhu Coopmart. Maxi.mark. Citimart.
Metro va Big C, Dicu nay lam cho rmrc dl) canh Iranh cua th]
trueng ban Ie ngay cang gay g3t, 111111g toat sieu thi tung ra cac
chuong trinh tiep thi ram ro de' thu hut khach hlmg mOi cung
nhu duy tri khach hang hien co. Them vao do, ngucri lieu dung
Vi~t Nam ngay cang tinh te hem, d~(' biet Iii 6 khu V\I'e thanh
th]. H~)khang nhung quan tam nhi'eu hem ve dlat IU'Q'ngva gia
col l1i1l18h6a rna con ehi'lt hrong cua djch VI,I sieu th]. 1-1<,>
rhuong
COxu hu'cmr, den nhieu noi ban Ie de tham do truoc khi quyet
djnh mUR hang, Mot khao sat moi day cua Sai gon Tiep th] cho
Ih§'y khach himg ~ieu th], c1ljc bi~t lil nhorn khach hang h'e ttloi.
thuang chua tl'tl11g thanh v6i si.?U thi nao (Sai gon Tiep th]
2006), Vi v~y, hi@'ubiel' thau dao !'lllli'ng yell to kich thich long
trung thill,h cim khach hang se gtup tho cac nhll quan Iy sieu
th] irong hoach djnh chicn luoc tiep th] ala sieu th] minh lthco
doi th] tmong, dtra ra nhu dIu nghien ciru] ,
Nhicli nghien Gill d5 t~p trung vao lIi~c kharn pha cac
yell 10 quyct djnh dG'n long trung thanh ala cira hang ban Ie
nhir mol tmong cua elm hang (store atmosphere). an nrong ve
cua hang (store images). S\r hili long ve rna hang (store
sausfactton), chat luong dich vu (service quality), gia tr] cam
nh~n ve eira himg (perceived value). va thai dQ doi vOi dra
h;mg (vd, Bloemer & Odekerken-Sehroder 2002; Koo 2003). Ket
qua c;ie nshien elru nay eho thay d('mg e(J mua s5m baa gcm:
dQng co chue nling (utilitarian). nghi3 Iii mua s~m himg hoa din
dimg va dong co lieu khien (hedonic shopping motivalions),
DQng CQ' tieu khie'n trong mua s~m d\fll ,,110kinh nghiem ella
ho ve ch5't IU'Q'ngeua cuoc mtla slim hem Iii thu th~p thong tin
Chuong 2, V5n ..Ie "!:Ih ien l"lh I 69
vc hang hoa hay chinh vi~e mua hang hoa do (Boedeker 1995),
Khach hllng xem eLra hang la noi khong chi de rnua s~m mil con
eho cac hoar d{>ng xii h{>ikhac nhu' gijp go ban be ho~c ng~m
hang hoa (Bloch & ctg 1994), Vi~c thoa man nhi'eu muc tieu
Irong cung mot ran mua s~m noi len vai rro cua tieu khien
Irong mua slim (Ibrahim & Ng 2002), Vi v~y, khia canh lieu
khien trong mua ~m III m{>1yeu to canh tranh quan trong' dO.
voi cac Irung tam mua slim (Arnold & Reynolds 2003), va cac
Irung lam rnua sAm d'fm (ran tijp Irung vao vi~enang COlO vai tro
heu khie'n de' kich thich khach hang, Tuy v~y, dong co tieu
khi,,'n Irong mua !>~mcua khach hang Ihuang it duoc quan t5m
dlmg Im-..'(vd, Arnold & Reynolds 2003; [in & Kim 2003), Han
rura, nghien cuu ve dQng C(J rieu khien trong mua 55m cUng
nhu vai Iro cua n6 doi voi hi~u qua kinh doanh cua nganh ban
16chu y,'tu duoc thuc hi~n t"i My va Chfiu Au (Jin & Kim 2003;
Li & erg 2004) ltheo doi Iy thuye'l ve viin de nghien ciru].
Ral it nghicn ciru th",'c hi~n tai cac thi truong chuyen dui
nhir Vi~t Nam, not ma h~ thong sieu thi con ra't moi me voi
ngLl'oi dan, I$p trung chu yell vao tang lap co thu nh~p cao I"i
cue khu I've thanh thi, So sanh voi h~ thong ban Ie truyel1
thong nlur cho va
cac li~m tap b6a, sieu th] cung dip dn d~ng
hang h6" hen lit hang Ifill ben den thuc pham tieu dung himg
ngay, Quan trong hon, thong qua sieu thi, khach hilng co the'
hieLi biel v'{\ xu the tieu dimg cung nhu thoi trang Iren thi
truOng,Sicli th] cung cung dIp cho khach hill1g cac dang djch
V\I lieu khicn khach nhu ca phe, nhil hang, tro choi cho tre em,
vv, (:-JgLly~n Dlnh ThQ & Nglly~n Thi Mai Trang 2003), Tuy
nhien, dQng eo tieu khien Irong mua s~m hau nhu chua duc;:rc
xem xt!1 Irong cac nghien et'ru, m~e du !\li Viet Nam ngm'>'ita
thuong noi "di sieu thi thuong ,<uyen nhltng mua hang thi rat
it" (McDonald &: ctg 2000, 53). VI v~y, m~lc tieu eua nghien elru
nay la xem xet tac dQng eua dong co lieu khien trong mua ~m
va thuoe tinh ella sicu thi vilo long Inmg Ihlmh ctia khach himg
sicu thi t\li Vi~1Nam IX3cdjnh myc lieu nghien elru cy the'!.
70 Phuong philp nghien MI khoa hoc trong kinh doanh
Nglly~n Dinh Tho & ctg (2010) trong mot nghien ani ve ly
thuyct tIn hi~u trong danh gia gia trj chuong trlnh cao hoc quan trj
kinh doanh xac djnh van de nghien ciru nhir sau:
Oao 1(10cao hoc quan trj kinh doanh (CHQTKD) 6- ruroc ta

ngay cang phat lrien. Blit dau tir dau th~p nien 1990 den nay,
cac chuong trinh dao tao CHQTKO trong mr6c dii dan 100
manh ve m~t wilfong cung nhu chat luong. Hi~n nay, hau het
cac truimg d~i hOC 16n trong nuoc nhir Truong DH Kinh te
Quae dan 1'111NOi, Truong 01'1 Kinh te TPHCM, DH Quae gia
Ha Noi, Dli Quoc gia TPHCM, DH M6 TPHCM, vv. deu tham
gia cl:to tao CHQTD. Song song voi cac chuong trlnh dao t~o
trong nuoc, nhieu clurong trlnh dao tao cua mr6c ngoai hop tac
vai cac don vi d~o tao trong nuoc dU'oi nhi'eu hinh thu'c khac
nhau, cung dii va dang hlnh thanh, U'y vi du nlur Chuong
trlnh daD tao CHQ'T'KD Viet Philp (CFVC), Chuong trmh
CHQTKD Maastricht (MSM), Chuong trlnh CfiQTKO (Kinh
donnh Quclc Ie) hop lile gifra Truong DH Kinh te vai Dai hoc
Cong ngh~ Curtin, Cbuong trlnh CHQ'T'KD hop tac giCra DH
Quoc gia TPIICM va D(li hoc Houston Clear Lake, vv. lthco doi
th] tmOng dao '<)0 cao hoc quan trj kinh doanh].
Cia tr] cua cac chuong trinh dao tao CHQTKO Iii yell to
quan rrong trong vi~c danh gi<l va chon lua chuong trinh de
theo hoc cua hoc vien. Thuc Ie cho thay nbieu clurong trlnh
hop lac voi ruroc ngoa! co hoc phi cao han nhieu so voi tile
chuong trinh trong ntroc nhung viin thu hu] ducc nhieu hoc
vicn tharn gin, Vi v~y, danh gia chat IUQ'I\g va giil trj cua cac
chuong trinh dao tao CHQTKO Iii mot van de dIp bach va can
lhiet de gillp cho cac chuong trlnh mot co 56 de dieu chlnh, bo
sung, va nang dIp chuong trinh dao 1<10 cua minh, phuc vu
tm6e milt cho nhu cau cua hoc vien cung nhu dao tao dOi ngU
cac nha quan trj kinh doanh c6 chat IUQ11gcho dat mrac Idanh
gia tinh din thiet eua nghien cirul.
71
Danh gia chat luqng sian pham, djch vu, va gia tr] tlueong
hi~u III lill1h V~fC nghien cuu kich thlch nhieu nha nghien cuu
tren the gi6i va t\li Vi~t Narn, Vi v~y,rat nhieu nha nghien cuu
han lam cung nhir tmg dung rren the gim dii va dang t~p trung
nghien cuu ve
lanh V\tC nay Trang nganh marketing. hai co
huong nghien cuu chinh, do Iii (I) dua vao 19 thuyet ve tam Iy
hqc nhlin thLrc (cognilivt' psychology), vi du nhir do lu'ong chat
luong dieh vu (vd, Parasuraman & ctg 1988; !\guyi?n Dlnh TIlQ
& Nguy~n 111i Mai Trang 2003), do IUOng gia tr] thuong hi~u
(vd, Aaker 1991; Keller 1993; Nguy~n Dinh ThQ & Nguy~n Th]
M,Ii Trang 2002; Yoo & ctg 2000; vv.), va (2) dua vao Iy thuyet
tin hi~lI (~ignaling theory) [theo doi Iy lhuyet n-en sir dung
trong doinh gia ch5t lucng].
I y Ihllyet tin hi~u xlIat xir tv nglmh kinh te hoc ve thong
lin (inrOI'IYltltiOI1 economics) trong di'~lI ki¢J1 th] trLlong xuat
hi~n hi~11 Luong b5'1 can Xll11g ve thong tin (asymmetric
informanon: I'd, Spence '1973;Tirole 1988), Trong nganh quan
II'i klnh doanh va
marketing. Iy thuyet tin hilhl duoc ung dung
trong m{)1sCinghicn cuu, vl du nhu' nghii!n nJ'U ve canh tranh
(vd, Prabhu & Stewart 2001; Robertson & ctg 1995), ve h6n hop
I11nl'k"ling nhu' q\ldn~ cao, gin ca. chi;'t hrong, bao hanh, vv. (vd,
13iswil~& erg 2002; Caves & Greene 1996; Dawar &: Sarvary
1\197;Kirrnnni & Rao 2000; Kinnani &: Wright ]989; Rno & ctg
1999, Shaplro 1982;Sirnestcr 1995; Scherman 2003; Srivastava &
Lurie 200,1;W~rnt'r(l'lt 1988), ve chin tuong dich VI,I (Nguyen &
ctg 2(){)6);gia tr] thuong hi~u (vd. Erdern & Swait 1998, 2004;
Erdern & ctg 2002), Khac v61 I}' thuyet tilan Iy hoc nh~n thuc rna
trOllg do chat luong duoc do luong va danh gia dua vao qui
trinh Ilh~n IhLrc cua khach himg, I.>'thuyet tin hi~u dua vao
nguyen tllc v'Ctinh khon!; hoan hao (information imperfecnon)
va bat can ~lmg ve thong tin tren th] rnrong. Do IUOng gia Irj
thuong hi~u o\,l'a vao Iy thuyet tin hieu duoc danh gia Iii huung
phil hqp de b6' sling VilO Cole phuong phap do luong gia trj
timon!; hi~u dva vao Iy Ihuyet ve tam Iy hQCnh~n thirc (Erdem
72 Phuong phap nghit!11ciru khoa hoc trong klnh doanh
& Swait 1998) [danh gia tinh ph':' hop cua Iy Ihuyet n"en SU'
dt,lng cho nghien ciru].
M!le tiil" IIghiclI C1ru: Tai nuoc ta va nhjeu mroc tren the
gioi, nrong h,r nhtr trong do luong chat luong va gi" tri cac san
pharn va dich VI,I, do luang chat IU'Q'Ogva gi" tri ella cac
chuang trlnh dao tao cling nhu sir hili long cua hoc vien
thlrOng d~ra vao cac Iy thuyet trong lanh VIlC tam Iy hQC nh~n
thirc (vd, Faranda & Clarke III 200.J, Gniewosz 2000; Gremler &
McCollough 2002; LeBlanc & Nguyen 1999; Mason & ctg 2003;
Nguy~n Hoang Chau 2004), Rat it nghien ciru xem xer SI! phu
hQP ella Iy thuyel lin hi~u trong djch V1,l dao 1<;10. Ket qua tra
clnl Iren hau het de co so dCr Ii~u khoa hoc pho bien (vd,
Business Source Premier, Emerald va Science Direct, vv) cho
thfi'y hau nhtr chua co nha nghien ciru nao Cmgdung Iy thuyet
tin hi~u de do luong chat hrong va giil tr] cac chuang trlnh dao
tao, <1~ebj~t III trong nganh quan tri kinh doanh Ixac dinh khe
hong. nhu diu v~ muc lieu nghien elm).
Mtrc d~ khang hoan hao vII bat din xlmg ve thong tin
Iren th] tI'lfong dao tao CIIQTKD thuong rat cao. Cac chuang
trlnh dllO tao CIIQ"KD biel rat 1'6ve chit't luong dao tao cua ho
hen la hoc vicn (thong lin bat dln xung) , Hem nira, hoc vien
th~fong di'! kh6 khjin trong trong viee danh gia chat 11I'Q'ngcua
rn~t chuong trlnh dao tao (thong tin khong holm him). D~e biet,
doi voi djch V~I Ciao tao, <1o'jkhi dm phai ra tnrong lam vi~c
ITlQtthoi glan moi co the' danh gi.i ducc, Vi vh, Iy thuyet tin
hi~u rat phll hop voi nhung nghien cuu ve gia trj ctia cac
chuong trlnh dao tao noi chung va chuong rrlnh dao tao
CIIQTKD n6i ri~ng. Do do, ll'l1gdung I>' lhuyet tin meu de do
IUOng gia trj ella cac chuong trlnh dao tao CHQTKD se gop
phan gillp cac tnrong d"i hoc rham gia dao tao CHQTKD co ro
56 nang cao chat IU'Q'ngchuc;mg trlnh eua mlnh va gop phan
nang cao chat Ilr<;mgdao t~o trong lanh Vile nay. Voi Iy do do,
nwe tieu tong quat elW de tili Iii v~n d1,lng Iy lhuyiEl tin hi~u de'
danh gill gia tri ella cac chuong trlnh dao t~o CHQTKD t(li Viet
Chuong 2, Van em nghi~n cuu 73
Na1'l1 [xac djnh 11I~IC tieu t50g quat], CI,I the la [xac dinh m~le
tieu C~I the]:
1 Kham pha vai lro Clh1 chat lut;Jng tin hi~u (tinh ro rang, nh51
quan va tin c3v) doi voi "hal lut;Jl1g chuong trlnh dllo tao
CIIQTKD earn nh6n uo; hoc vien vit tiep theo 1i1xu huong
trung th.lnh cua hcc vien:
2. Kharu pha hieu ung cua diiu nr cho chtrong rrmh vao ehal
lu(,mg tin hi~u va eha't Iln;mg cam nh~n cua chuong trmh,
va,
3, So silnh rnai quan h~ gii'ta cac y€iu to tren (diiu ht cho
chuong trinh, chal hrc;mglin hieu, chat luong cam nh~n va
xu hllvng lrung Ihlmh) giim hai nhom chuong trrnh
C'IIQTKD (trong nU't'Yt v~ quoe te) va mOl sO d1.\c tinh c5
nh5n cua hoc vicn (dO IllOi,gioi tinh, va thu nh~p);
4, Kic'mdinh eric mOi quan he a
Jl19C(1), (2), va (3) cho truong
h"p giang vicn gi6ng day cac chuang rrrnh dso tao
CllQrKD,
5.3.3. Xac dinh v5n d'e nghien ciru: Iy UlUyet va plurong phap
Nhu da gi(Yi thieu, xac dinh van de nghien ciru ciing rhuong dira vao
tinh chua phLIhop vc m~l phuong phap l1a su dung trong cac nghien
cuu cia co, elmg can chu y ill phuong phap nghien ciru cuug Ii, mot
nganh khoa hoc va n6 Cling diroc phat trien Lientuc, Nhfmg phuong
phap va cong C~I, vv . hi~n dai, dar do tin c~y cao hon lien 1~1Cra d&i
de thay the cho clic phuong phap va cong CI,Ida lac hau. Khong co
m{>t phuong phap hay cong CI.I nao phu hop cho vi~c giai quyet moi
van de nghien ClrU (phir hop cho moi luc, moi noi) ca.
Hay n<'li each khac, nhil nghien ctru kham pha van de nghien
ClrU Iilln quan den Iy thuyet chuyen ngimh va xac djnh phuong phap
phu hop de giai quyet van de nghien Clru do. Hlnh 2.3 bie'u di~n moi
qU.ln he giua Iy thuyet va
phuong phap trong mot
nghien ellU.
74 Phuong phap nghien ciiu khoa hoc trong kinh doanh
Hinh 2.3. Moi quan h~gifra IY thuyet va plurong phap
Szid!mg p/lInmg phtip IIghiell crlrl

phr; h(lp gidi IfrIJI€1vail tie Ilghif1r crill
La'y vi du, Goulding (2002), thuc hi~n mot nghien ciru ve kinh
nghi~rn tieu dung cac khu di tlch va bao tang xac dinh van de nghien
cuu nhu sau:
M\lC tieu CLIOnghien CU'u nil)' lit kham pha dong co va ban chat
cua kinh nghi~m thu lh~p cuo du khach khi tharn quart cac bao
lilng vil cac khu di tich ... [tac gia xac dinh va muc tieu nghien
de
ell'l' tru'oc d~n hUOllgcho phan tich tiep theo],
Van d'e ,,;.y rat thu vi vi hi~n nay con nllieu tranh lu~n ve
hanh vi cua du khach ... Quan t";,"g han, van de nhirng gi anh
huong den vi~e tieu dung cac khu di rich hau nhu chua duoc
nghien cuu den noi den chon ... [xac djnh khe h5ng nghien Clru
ve m~t nghien «(tu].
Han nira, da so cac nghien cttu cia co sit d\II1g phuong
phap chua th~t sv phi. hop nhir Moscardo (1996, 379) da de
nghi: (lac gill Inch d~n nguyen doan ctia lac gia khae ve tinh
chua phil hen>ve phuong phap] .
... [Tluy hi~n nay da co nhieu nghien ciru ve hanh vi tieu
dung cac khu bao limg, di tich cua du khach, nhung rat it
Clurong 2. Vil',1\1'&11ghicI1
(,h, 75
nghien ciru tong hop ket qua thanh khung Iy thllyet de co the
gilli thich hanh vi khach hang. S\f khiem khuyet Iy thuyet vc
hanh vi tieu dung khu di tlch, bao timg da lam cho cac phuong
phdp va kC'tqua nghien cuu khong co hi~u Lrng cao ... [xac djnh
khc hong nghicn elrul.
Quan die'm nay ,1lrc;reMasberg &: Silverman (1996, 20) lam
ro hon: ... [M [c)tthve te d~ng ng')c nhien 111chung ta dang thieu
h,cu biC't vc quan diem elsa du khach ve kinh nghi~m cua hO
dOi vo; car khu di tich. Nhfrng nghien elru ITt.r61: day Slr dung
cac phuong ph.ip djnh luong. Phuong phap nay khc'ing lam
sang to duoc y nghia ve quan diem cua du khach ... [trich dln
cua t5e gi:i khdc vc sv dura phu hop cua phuong phap da sir
d\lng trong de nghicn eirll d5 (6 vc van de nghien ciru].
NhOng nghien ciru nay, VI su dung phuong phap dinh
111vngnen 13n dung nhll'l1g khai ni~Jl1(categories) da co, do nha
nghi~n C(,lI d~1 ra hem Ih t'r chinh khach hang ... [Iiep tuc
kh:ing djnh tinh chua phil hop vc phuong phap l,
VI sv Ihieu vllng Iy
Ihuyet trong lanh VI,I'C dong CCI ti,h,
dlln!> ~6c khu d i tlch, nghi!'!n cuu nay t~n dung lieng noi
(voices) va h/mh d0ng (actions) elm nhtrng thanh vien tham gia
(khach himg) dC'xfiy dung cac khai ni~m va Iy thuyet phil hQP
voi th\I'c te ... Itiep tuc kh5ng djnh khe hong ve m~t Iy thuyetl.
Vi mili lo~i hinh di rich se hap dlln nhl'rng nhorn du khach
khac nhau cling nhtr dong eo, so thfch \'a ky vQng cua ho khac
nhau, cho nen chung In din phfin loai chung. Myerson ('1994)
chia cac lo~i khu di rich, bao tang thanh ba nh6m chinh ... [liep
tuc ph5n rich tinh din Ihiel cua nghien cirul,
Nhfrng dong co chu yell nilO (hue day du khach tham
quan cae khu di tieh, bao timg? Cae dong co nay co khae nhau
gifra cae rn nhiin va nh6m khang? Ban chat eua kinh nghi~m
khach hilng khi tham quan cae khu di tich va nhlmg kinh
nghicm nay cO khac nhau gifra cae ca nhan, nhom khang? [elloi
eung, lac gi<l nell ra dill hoi nghien c(rll cho ngbien Clru cua
mlnhl.
76 Phuong phap flghien cuu kho, hoc trong kmh doanh
Thong qua citc vi du rninh hoa, chung ta nh~n thay each dua ra
y urong nghien cuu, xac dinh van de nghien cuu, muc tieLI va diu hoi
nghien CUll rat linh hoat, chu khong elmg nh~c theo mOt trinh tl,1
nhat djnh. Trong qua trlnh nghicn ciru, khong bao gib m(lt quico
trinh cung nh~c (buoc nao tnroc, biroc nao saul, ma do la mQt qua
trinh urong tac qua lai I~n nhau gitra vi~e theo d<)i th] truong, theo
doi Iy Ihuye't. de xuat y nrong va xac djnh van de nghien cUU, vv .
Tuy nhien, cling din chu y la bao cao nghien ctru trinh bay
nhiing gl clii lam xong vai each trinh bay sao eho d~ theo doi nhat.
Hay noi each khac, cac nha nghien ciru dang co gifug marketing tac
phfim cua mlnh d10 ngu'ai doc muc tieu (khach hang ITII,IC tieu) VI
neu Il1Q! nghien cuu duoc nhi'eu nguoi doc. tham khao va trich d5n
(citation) no cang nhieu, no cang co gia trP, VI v~y, viet bolo c110 lam
sao de kich thich va hap d5n nguoi doc cung 111mOt yeu dlu khung
kCI11phfin qUiln IrO'ng trong nghicn ClW khoa hoc,
6, Tai Ii~utham khao: each trich d~n va li~t i<e

Trich dan (citations) va li~t ke tai li~u tharn khao (references) dong
vai tro quan trong rrong nghien cuu khoa hoc,Tlur nhat, nhu oli gioi
thi~LI,khoa hoc khong the den tll' chan khong. Bat ky de tai nghien
ClILlnao c(lng phai ke thira cac cong trinh khoa hQC truce do. VI v~y,
trich d~n dung v~ dLI lil dilu hieu dau tien minh chong kha nang
khoa hoc cua nha nghien cuu. Hai la, trich dfu1 the'hi~n tinh trung
th.1,1'C trong khoa hoc (khong lay cong trinh cua ngtrai khac lam cun
minh). Neu ke thlra rna khong trlch d~n nguon tharn khao thl Chlll1g
III cua tac giit. NhU' v~y, tac gin dii khong c6 tinh trung tht,re trong
, MQt lieu chi quan trong de danh gia giil trj cua mQt bai bolokhoa hc;>cIII sO
fan Inch dan eua chung. Cae to ehue danh gia I<,pchi nhU'Thomsom Reuters (lSI),
Scopus. VV,su dlll1g ,0 I'5n Inch d511(chul1g rua t~p chi, nghia Iii d"a vilo s5 ian
Inch dal1 eua Cok bili Irons t~p chi d6) de dU'a rn he sO anh huimg IF (Impact Factor)
dung dc' d;\nh gi~ tnu h~Jlg ru. I"p cni.
Clwung 2, V51l (l'e I\ghicil c(ru 77
khoa hoc, Tilt efl cac trich d~n trong baa cao nghien ciru din phai li~1
ke etay dtl Irong tai licu tharn khao va tai licu tham khao chi li~t ke
nhl'mg gi c6 trich d5n trong baa cao nghien cU'U cua mlnlr'.
Trcn the gi6i, c6 nhi'eu h~ thong trich d~n, VI du nlur APA
(American Psychological Association), Harvard, Vancouver, vv.
Trang ng1mh khoa hOCxii hQi, he thong trich d~n APA duoc Slr dung
kha phO' bien (chi tiet, xem APA 2009). Ph'an mem Endtvote giup
chung ta thuc hi~n cong vi~c trich d~ va chuyen doi he thong trich
diln mot each d~ dang. Word 2007 cung lam duoc diCu nay. Diem
can chu y la Sll'dung bat ky h~ thong Irich diln nao cung phai dat hai
yeu c'fiu co ban III (1) day du va (2) nhat quan (cUng mot he Ihong
Irkh dSn) Irong toan be)bao cao nghien Cl1'Ucua rnlnh.
Day du baa gom day du ve tai li~u tharn khao va day du thong
lin vc chung: Iiet ke efaydu lai lieu tham khao (khong du va khong
thicu) cho cac trich d§n trong bai bao cao nghien cuu cua minh. Hon
rura, thong lin ve lili liOu tharn khao cling phai day du de giup nguoi
doc 1:0 l'h0' dednng tim ra chung: phai co cac thong tin tOi thie'u nlur
len tlic gia, ten I'ai li~u, nha )(uat ban, nam xlIat ban, noi xLlat ban.
11~I'hong tdch d~n APA SLI' dung each trfch d~n trong doan van
111ten va 1111mxuat ban, VI du, Alderson ('1965), Neu trich nguyen mol
doan cua Iric gift khac (quotation), c'finphai ghi r6 trang trich va phfin
trich d5n phai nilm trong ngoac kep neu viet chung. VI du Drucker
(1973,63) cho r~ng "Marketing co ban ...", Neu tach roi ra mOL doan
rieng thl kh6ng can trong ngosc kep nhung nen dung kho chir nbc
hem va thut vao hai phia (trai va phai: dung block text trong Word),
Trong tai li~u tham khao diroc s~p xep thea ho tac gia va theo thtr t\1
A, B, C ... , tiep theo la viet tM c.k ten con lC)i(nell la ten Vi~t [\am th'l
viet nguyen), saLl do nam xuilt ban, ten tai li~u, noi xuilt bim va nha
xlIii'1 ban va phii in nghieng (hoac gC)chduui) ten tai li~lLneu IIIsikh
, Trcn Ihe gi6i. me giang "ien d~y phlrong phap nghien cUu thuimg nh3c
<inh vien (aU pMI bicu pho bien sau "MQI trich dln thi phru lili Hiiu tham khao
cho n6 v.i mQI I~i h~u dUQch~t ke 111tham khao chi khi nao n6 dove Irich d~n" (A
reference (or ,'''ery citalion and a citation for ever)' reference.)
78 Phuong phap nghien cieu khoa hoc trong kinh doanh
va tGn tap chi nell Iii bai trong tap chi hay trong Stich nghien ciru bao
gom nhfeu bili nghien elm ella nhieu tae gia (vi ten sach hay ten tap
chl Iii don vi dau tien trong tra ciru), va trong tcuOng hop nay thl
phai ghi trang b~t (fau va ket thuc ella bai d6 trong tap chi hay trong
sach nghien cuu,
L:'\'yvi du trieh d§n va tai lieu tham khao duoc trich d§n Iii sach,
thea h~ thong APA, chung ta trich d§n va ghi tili li~u tham khao nhir
sau:
Trang bai viet:
Phuong phap GT (Grounded Theory) dung de x1iy dlmg Iy

thuyct khoa hoc tu' du' )j~u (Strauss & Corbin 1998).
Dietl n~y co nghia Iii y tuong trong doan van nay khong phai 111
cua tae gia CLID bai vict rna tac gia ghi lai Y tuong cua nguol khac
[Strauss & Corbin I theo Ill' ngu' ella minh. Va trong tai lieu tham khao
can phai ghi tili lieu nay. Tai li~lI tham khao da trich d&n trong bai
viet Iii sach:
Strauss, 1\. & Corbin, J. (1998), Bnsic« of Qualitative Research:

Techniques 01111Procedures for Developing Grounded Theory, 2nd ed.,
Thousand Oaks, CA: Sage.
Tai lieu tharn khao nay chua dimg (fay du thong tin chinh dung
de tra ciru, vd. tim n6 trong thu vi~n, vi no co ho va ten (viet t~t) ella
tac gia [Strauss, A. & Corbin, ).J; narn xuat ban 11998]; ten sach duoc
in nghieng vi n6 la dan vi dau tien trong tra cuu [Basicso/Qualitative
Research: Techniques and Procedures for Deueloping Groullded Theory);
ian xuat ban 12""); not xuat ban [Thousand Oaks, CA J; va, rma xliat
ban [Sage).
Chuong 2. Vallde nghi~ncuu 79
Neu HI tieng Vi~t, thong tin ve tai li~u tharn khao v~n nhtr Iren.
Hi~n nay chung ta chua thong nhat each ghi ten tieng Vi~t.
Cach thong rhuong hi~n nay Iii ghi du ho vii ten, VI du trong bai viet
I (uong nghiel) elm vc

khang gian th] rnrong (market space) la
mQI hlfong nghu'ln cuu moi ve marketing va con dang 6 dang
kham phil (Nguy6n 01nh Tho & \lguy~n Thi Mai Trang 2(03).
Tai Ii~u tham khao:
Nguyen Oinh ThQ & Nguy~n Thi Mai Trang (2003), Ngllyell Iy
Marketing, TPI (eM: 1\:)(13 OH Quoe gia TPHCM.
Cach ghi ca ho len Irong ph'fm diln trong bai se dai dong neu h?11
tac gin qud dai. Vi v~y, cbung ta co Ihe chi d~11 he>ho~c t!}n ella hie
gil'l. Oi nhlen, chung ta khong the' Illy ti~n trong viet dan ho, len hay
ca ho va tell rna phai theo chuffn trich d5n ella tap chi hay nha xuat
ban chung In muon xuat ban. Lay VI du thay vi dan (NgL1y~n Dinh
Tho & Nguy6n Th] Mai Trang 2003) chung ta co the d5n (Nguyen &
Nguy~n 2(03) ho~c 111diln (Tho & Trang 2003). Tuy nhien dln chu y,
mot 111,nell d~n ho (Nglly@n & Nguy~n 2003) thi trong tili li~LItham
khao phai ghi ho mroc (vd. Nglly~n Dlnh ThQ). Neu chi d§n ten thi
Irong tai lieu tham khao phili dao ngLrC,Jc ten tnroc (vd, Tho, Nguy€n
Dinh). Ly do lit ngu'oi doc khi thay phan d~n trong bai viet se tra tai
lieu tharn khao b~ng each tra tbeo thlr t~rA, B, C (theo h~ APA). Neu
chung ta d~n ten ma Irong tili lieu tharn khao ghi ho tnroc thi 51! kho
khan khi ngl1ai doc muon tra Irong tili Ii~u tham khao. Hai la, d~n ho
hay ten din chu y Iii phai thong nhat trong toan be) bao cao ket qua
nghien ciru (khong thetrong mOl bao cao nghien ciru, luc d~n ho, Illc
din ten, tuong I\r nhu each sir dung h~ thong trich d~n, I\PA hay
Harvard, can phai thong nhat trong 101m be)bao cao nghien ciru).
MOl diem chung ta (nhat Iii sinh vien) thuong nen tranh lam la
ghi cit hoc vi va hoc ham cua lac gia. Olll y lit trong trich d~n tai Ii~u
80 Phuong phap nghien ctru khoa h9Ctrong klnh doanh
tham khao, chung ta c'an chu y den tac gia ella chung, chat hrong
khoa hoc ella tai li~lI (noi dung), thoi gian xliat ban, co quan xliat
ban, vv . Hoc vi, hoc ham cua tac gin khong dem I~ gia tr] ella till Ii~u.
Do d6 khong nen ghi hoc vi, hoc ham cua lac gia trong trich dfin
khoa hoc (vd, khong ghi GSTS Tran Van A rna nen ghi Iii Tran Van
A). leU Irong bai cua chung ta trich dfin khoang 10 tai li~lI ella 10
GSTSthi trong tai li~u tham khao xep theo tlur h,r ABC chung ta SI? c6
10 I1WC tai li~u c6 cung van G (GSTS).Dfeu nay chi ton giay, rnuc va
gay kho khan trong Ira ciru nhung khong dem J~ Iqi ich khoa hoc
nao cho bao cao ket qua nghien cuu eua chung tao
Neu trich d~n Ill'cac bai bao khoa hoc, sach nghien cuu, hay cac
dang lai li~u khac, thl each dfin rrong bai viet v~n nhir nhau, [vd,
Nguyen (2009)1 nhung trong tai Ii~u tham khao thi can ghi theo h~
thong bai trong tap chi:
Bai bao Irong tap chi:
NgLlyen. T.D. (2007). Factors affecling the utilizafion of the

Internet by internationalizing firms in transition markets:
Evidence (rom Vietnam. Marketing Intelligence tlmi Ptanning, 25
(4),360·76.
Tai li~lI tharn khao (doi voi tap chi) nay chua dung day au
thong tin chinh dung dc' tra cuu vi n6 bao gom ho va ten rae gia
[Nguyen, TD.], nam xlial ban [2007]; ten bai bao [Factors affecting
the utilization of the Internet by internationalizing firms in transition
markets: Evidence from Vietnam]: ten tap chi (khong phai ten bai
bao) duoc in nghieng vi n6 III dan vi dau tien trong Ira clru
[Marketillg Intelligence and Plmltlillg); ~p [25J; sO [4]; va, sO trang bai
bao xuat hi~n trong so dii ghi cua tap chi [360-376].Ciing c'Emchu y
them Iiichong ta ghi len tac gia Iheo each tlurc n6 xuat hi~n trong bal
bao. Vi day la bai bao Iren tap chi tieng Anh va ten rae gia trong tap
Chu'ong 2, vrrn (Ie Ilghicn ciru 81
chi d6 khang co dilu va thl1 t~I'Iii he, ten, chlr lot nen chung ta phai
viet thee he thong d6 (Nguyen, T.D. thay vi Nguyen, D.T.).
Bai bao trong sach nghien ciru (sach t~p hop cac bai nghien cuu
cun nhieu t.\e gi<iva do m(>t hay nhi'clI nguci lam chu bien):
Ehrenberg, A.S.C. (199~),Theory or well-based results: Which

comes first, Trong RrS~(lrcllTraditions ill Marketillg, Laurent, C.,
Lrlien, C.L. & Pras, B. (eds.), Boston:Kluwer Acadamic, 79-108.
Tuong tv nhu v~y, tai li~lI tham khao (doi voi bai bao trong
sach nghien cuu) nay chua dung day du thong tin chinh dung de' Ira
cuu vi nb bao gom ho va len tac gia [Ehrenberg, A.s.q; nam xual
ban [19941; ten bai bao [Theory or well-based results: Which comes
first]; ten sach ducc in nghicng vi no la don vi dau tien trong tra ciru
[I~csrllrc" Trtuiitiau» ill Mnrkelhrg1, ho va ten (viet t~t) cua chu bien vii
ghi ['0 Iii chu bien [Laurent, C., Lilien, C.L. & Pras, B. (eds.j]: noi xunt
ban [Boston); nhIJ xufit ban [Kluwer Academic]; va, so
rrang bai bao
xufit hi~n trons 56 [79·'108).
Trong nhi'eu tl'uimg hop, bai nghien cuu cua chung ta phai
tham khao tll' cac tap chi khong phai Iii rap chi khoa hoc him lam (vel,
tap chI pho thOl1g, nh~t bao nhu TLloi tre. Thanh men, vv.), Nell bili
bao co tric giil thl each uich dfin va li~t ke tai li~lI tharn khao cung
11I'ongtll' nhu trong tap chi han lam. Lay vi du chung ta lay}' urong
tll' bai viet cua tac giil My Phuong tren ThO; bao Kinh te Vi~t I\:am VI!
van de phat tril?'n thj trll'ong cong nghe tai Viet Nam, chung ta d~n
trong bili la My Phuong (2010) va li~t ke trong tai 1i~1Itham khao nlur
sau:
My Phuong (2010), Phat trien thi mrong c(lng ngh~ l<liVi~1

Naill, 171(',ibrio Kill" 1i''Vift Naill, so 290, ngay 4 [hang 12.
82 Phuong phap IIghienecru khoa live trong kinh doanh
Tuy nhien, nhfeu rnrong hop bai viet khong c6 ten rae gia (bai
cua tap chi) nen khi d~n chung ta phai d~n ten tap chi va narn trong
bai, vi du The Wall Street Journal (2004) va tili lieu tham khao can liet
ke nhir sau:
The W,IIl Street Journal (2004), Urban Vietnamese get rich

quick, The Wall Street ]olmlal (Eastern Edition), October 26, p.
A.22.
Ne'u lai li~u Iham khao Iii bai trong ky yeu hQi thao khoa hoc,
chung ta can ghi len ky yeu (neu co. hay ten cia hQi thao va in
nghieng vi la n6 la dan vi tra cuu dau tien) co quan to d1lI'C,dia
die'ln va rhoi gian to' chuc, Lay vi du,
NguYI!n. T,D,. Ngllyen. T,T.M. & Barrett. N.J. (200l!).

Antecedents and outcome of relationship value: Evidence from
Vtotnarn, Tile 24'1> lndustriul Markl'lirrg and Purchasing GrQup
fJrucer:dirrgs,Uppsala University, Sweden. September 4-6,
Nell tai lieu tharn khao la IUQn van, 11I~n an chung ta din ghi 1'0
so
Iii LlI~Jl van thac sl, LLI~nan tien si, co dao tao (tnrong dai hoc) va
dja diem cua n6. Lay vi du,
Nguy~n Th] Quynh Nhu (2012). Cdc yiill tottle d9ng de" XII hucmg
mila II/IllS thoi trllllg coo cap gin, Lu~n van Thac si, Trl.fOng OH
Kinh teTI'HCM.
Barrett. N ,J. (1986). A stlldy of the internationalimtion of

Allstralian firms. Unpublished PhD Thesis, The University of
New South Wales. Australia.
Chuong 2. V«n de nghien ciru 83
Chung ta Cling rhuong tharn khao nguon til' lnternet. Khi ghi tai
li~u tharn khao dang nay chung ta can phai ghi duong d~n va ngay
truy e~p vi thong tin co the' thay doi tren Internet. Ui'y vi du,
Minh VI~t (2010), Cia crau leo len rnuc cao nhat trong hai narn
nay, t{li htt:p:llvnexpress.netfGLlKinh.doanh/Ouoc-
h.'/20101!2IJBA23C8EI truy c~pngay 03112/2010.
Cung din chu y them Iii tren day chi Iii nhirng huong d~n co
ban nhat. Himg loat nlurng bien the cua cac h~ thong trich dful duoc
suodung phO'bien trong cOng dong xuat ban. Han niia cac truong d~i
hoc deu c6 qui djnh chi tict cho each trich d~n cua lu~n van, luan an
trong truong rnlnh. Cac tap chi cung c6 nlurng qui dinh C\I the' ella
rap chi. Vi v3y, khi lam nghien CLl'lI cho h.1~11van, lu~n an, chung ta
dm tharn khao cac <lui djnh ella truong. Neu lam nghien elm d~' cong
bo lren l~p chi, chong ta din doc ky hirong d§n ella tap chi cl6. Neu
n~11l vling nguyi'n tcic trlch d5n, chung ta d~ dang di'eu ehlnh cho
phu hQ'1' voi yell C'~II 1.:\1the'.
Lily vi J\I. cac t"lP chi do Emerald xtlat ban co qui dinh thong
nhfit (cho l5t c.1 cac rap chi ella minh). MOl so qui djnh nlur tiln bai
baa ph<ii n~m trong nga~c kep, glli ten t~p (Vol.), so (No.). va trang
dau tien va elloi clioi cung (pp.) ella bai baa xllal hien lrong tap chi.
Perrovlci, O. and r~liwoda, 5. (2007). "An empirical

examination of public attitudes towards advertising in a
transitional economy, /lllallaliolloJ /011"'01 of Advertisillg. Vol.
26, No.2, pp.247-276.
MQt so t\lP chi cua Elsevier, vi du nhu Journal of Business

Research thi cac tell tap chi diroc ghi t~t va khcng in nghieng, vd,
Journal of Marketing Education duoc viet t5t la J Mark Educ; khong
84 Phuong phap IIghien ciru khoa hoc trong kinh doanh
c6 dilll chfim sau t(ln viet t5t ella rae gill va phan rnuc b5ng dau cham
thay vi dli'u phay, vv. Vi du:
Karns CL. Marketing student perceptions 'Oflearning activities:

structure, preferences, and effectiveness. J Mark Educ 1993;
15(1): 3-10.
Mot so nha xuat ban khac, lay vi du, AMA (American

Marketing Association), nhu' [ournal 'Of Marketing, Journal of
International Marketing, doi hoi phai ghi day dt.i ten cua hie gia (chi
vie't tilt chu' lot) va lac gia thu hai tro di phai ghi ten truce ho salt, va
h~nbili bolophai viet hoa lat ca cac ky ttr dau. Vi du:
Nguyen, Tho D. & Nigel J. Barrett (2006), "The Knowledge-

Creating Role 'Of the Internet in lnternational Business:
Evidence [rom Vietnam", /ollmal "I lntemationa! Mnl'kelillg, 14
(2), 116·47.
MOt so diem can chu y them nira lil nell chung ta d~n ml,\t cong
trinh bao gcm hai tac giit, thi chung ta phai dful du, vel, Batra &
Horner (2004). Nell til' ba tac gi,\ tro len, thong thuong (khong phai
Ilion Ilion vi tuy theo t\1'I18tap chi) chi ghi tac gift <.'tau va ghi them cac
ci,lng sv (ghi t~t la et al. trong tieng Anh va & ctg. trong tieng Vi~t),
vd, vaez et al, (2004); Vaez & ctg. (2004). Mot dii?'rnruea lit neu trong
mqt bao cao nghien ciru chung ta dfu, hai ding trinh cua cung tac gin
xuat ban trong cung nam chung ta phai them chfr a, b, c, vv. de pha.n
bi~t, lay vi du, Nguyen & Nguyen (2010a), Nguyen & Nguyen
(2010b), va trong tai Ii~u tham khao cting phai Jj~t ke a, b, c, sau narn
xuat ban, vi du:
Chuong 2, Vall d'(\ nghiCn Cl'I'U 85
Nguyen, T.T,M, & Nguyen, TD. (2UlOa), Determinants of

learning performance of business students in a transitional
market, Qllnlity A"UYnIIC£' ill Education, 18(4),304-316.
:"Iguycn, T,T.M, & Nguyen, T D, (2010b), Learning to build

quality business relationships In export markets: Evidence
from Vh'tndmesc exporters, A;/11 PacificBusmess Reuiet», 16(1/2),
203-220,
Cuoi elmg (nhung c6 the' chua het) Iii trong nhfeu truong hqp,
chung ta thuong khong Ihe suu t~p day du cac tai Lieu Call cho
n!;hicn cuu cua rnlnh. VI v~y, chung ta thirong Sll' dung nhu ng }'
tuong. bi¢11 IlI~n, kel qua nghien cUU,VV, cua mot tac gia tJl011g (jua
t,k gill trung giil11,Lay vi du dllmg ta su dung y nrong cua Aaker
(1991) ve Sicl Irj thLI'C)11j$
hieu, Tuy nhien cluing ta khong cotai li~u
ella Aaker (1991) nay va chung ta lay y tUOng nay tll' Yoo & dg
(2001) thl trong phal1 d§n chung ta phai ghi ro la Aaker (1991, thao
Yoo & clg 2001), ho~(' la Aaker (d~n trong Yoo & erg 200]), h'lY theo
qui dinh l'iCl1gcua tung rap chi Trong truong nay, trong tai li~ll
tharn khao cht'lllg ta chi ghi Yoo & erg (2001) vi chung ta chi tharn
khao Yoo & erg (200'1)ch~fkhang tharn khao Aaker (199'J),
Tom J<;Ii, chung ta din rra ciru cac qui dinh ve trich d§n cu the'
cua Ill'1lg tap chi, I1hll xu5't ban (neu la bai bao, sach). trirong dai hoc
(nell lit ludn an), vv, cle'co the trich cI~ndLmg va all trong tac phii'm
cua rninh, Khong trich d5n trong lac pham cua mlnh mot vi~c lam
khung the' chap nh~11 dUQCdoi vol cQng dong khoa hoc, Trich d~n sai
(khong dllng chuan, thicu hoac thua) Iii m';;t nguyen nhiin khang
dang c6111111cho lac phfim cua 1111nhb] tlrchoi,
86 Plwong phap nshien c(,'ukhoa hoc trong klnh doanh
T6M TAT CHtfONG 2
Chuong 2 nay gi6i thi~u van de nghien cuu va each thirc xac
dinh van de nghien ciru. MOt van de nghien cuu diroc xac dinh ro
rang va dung d3n la dfeu ki~n tien quyet cho 51! thanh cong cua du
an nghien ciru, xac djnh van de nghien cuu cimg Iii khilu dilu tien
trong tat ca cac du an nghien cuu khoa hoc, Van de nghien ciru duoc
xac djnh tlr nhfeu nguon khac nhau. Trong nganh kinh doanh, van
de nghien cuu xuat phat tll' hai nguon chinh, (1) ly thuyet va (2) th]
truong,
Chung ta phai can tong kil't Iy thuyet de' xac djnh nhirng gi cac
nghien cuu truce CIa lam, nhlmg gl chua lam va nhfmg gl chua ducc
lam hoan chinh dc' dua ra van de nghien ciru cho minh, VI v~y, tong
kelly lhuyet va nghH1ncuu dii co Iii cong vi!}c rna nha nghien cuu
luon lucn phai thuc hi~n cho bat ky d,r an nghien ctru nao.
Th] rruong cCanglil nguon chinh ella van de nghien cuu trong
kinh doanh. liang loat van de th] truong vuong phai ma nh1anghien
diu co the phOI IriElh chung thanh van de nghien ciru C~I the' cho
minh. Cac van d'C nfty co the xuat hien thong qua cac phuong ti~n
tl'uyen thong di(li chung nhu bao ch], Iruyen hinh, cac hQi thao kinh
doanh cua cac to eillre hi~p hOi kinh doanh, cua die to chuc nh1antfOC
ve qU1111 I)' kinh doanh, vv . Nghien cuu kham phil so b9 voi cac to
chuc kinh doanh va cac thanh vien trong chu6i kinh doanh (khach
himg, kenh philn phoi, nha cung, vv.), thao luan v6i cac nha nghien
ctru trong cling n81mh rung giup chung ta nh~n dang hang loat van
de can duoc nghien CLIU. Van de nghien Clru trong kinh doanh lufin
lufm tao thanh III $1,1 kel hop gilla Iy thuyet va thi tnrcmg.
Chuang nay cung lam ro s~r khac bi~t giifa y tU'6ng, van de,
m\lc tieu, diu hoi va gia lhuyet nghicn roll. Y tu6ng nghien clru Iii
nhfmg y tu'o-ng ban dau ve van de nghien CUll, TiT nhlmg y lu'cmg
ban dall nily chung til tiep 11.)ctlm kiem khe hong nghien cU'tl de
Chuong 2. Win d'C I\ghien Ctl'U 87
nh~n dang duoc van de nghien cuu. Sau khi nhan dang duoc van de
nghien c(ru, nha nghien cuu can xac dinh fO can nghien CUll cill gl va
d6 la rnuc tieu nghien etN. Gia thuyet chinh Iii tra loi dtr kien eho cac
cau hoi ngh icn cuu,
Tiep theo, Iii van de tong ket Iy thuyet Tong ket Iy thuyet la (1)
chon IQccac tai li~u (xuat ban hay khong xllat ban) ve chu de nghicn
cuu, Irong do bao gom thong tin, y nrong, dfr Li~u va b3ng clumg
diroc trlnh bay tren mQt qllan dic'm nao do de hoan thanh cac muc
lieu da xac djnh hay di~n ta cac quan die'm ve ban chal ella chu dC d6
cling nlur phuong phap '(em xet chu de do, va (2) danh gia mQt each
hi~u qua cac tai li~u nay tren co so lien he voi nghien cuu chung ta
dans thuc hi~n. Tong kelly lhuyet bao gom tong ket nghien ClI'U,
nghla Iii tong ket cac nghicn cuu thuc li~nda thuc hien lrong qua
khu de' duo ra kel lu~n chung ve ket qua CUi)cac nghien CLI'U n1l)',
Tong ket Iy thuyet cung baa gcm vi~c tong ket cac Iy thuyet eta co
rung giai thich mQt hi~n nrong khoa hoc nao do va so sanh chung ve
m~t do sftu, tinh nhat quan cung nlnr kha niing du' baa cua chung,
ve m~t phuong phap tong ket, tong ket Iy thuyet co the dLmg
tlr nsft' dc' tong ket Iy lhuyet va nghien cuu ve chu de dln to'ng ket
ha~c dllng cac ky l'hu~t djnh luong de t6ng ket va so sanh cac ket
qua nghien cuu da co, un chu Y la t6ng ket Iy thuyet khong chi Iii
vi~c 1110ta nhl'l'ng gl da lam rna con danh gia chung. De tong ket Iy
thuyet chung tn dIn nhi'eu dang tai li~l1,(1) tap chi khoa hoc him lam
chuyen nganh (2) sach nghien (ltU, (3) cac h.l~n an th",c sl, tien si
trong nglmh, va (4) ky yell hoi thao khoa hQc chuyen ngilnh.
Cuoi elmg, ehtrans nay gim thi~u h~ thong trich dfu, va tai li~l1
tham khao. Trcn the giOi, co nhi'eu h~ thong trich d~n va h~ thong
trieh d5n APA du'C)cSll d\lI1g kha pho bien trong ngimh khoa hQe xa
hQi i)ic'm din eh(l y la sir d\lI1g bal ky h~ thong trlch d~n nao cling
phai d"t hai yeu diu co ban 111 (l) day dll va (2) nhat quan (cung mot
h~ thong trfeh d5n) trong 101m bO bao <:.;0 nghien dru elsa mlnh.
88 Phuong phap nghien cuu khoa hoc Irong kinh doanh
CAU HOI 6N T ';'p vA THAo LU~N CHUONG 2
I. Cho biet sv khac nhau va giong nhau gifra van de nghien C\hJ, muc tieu
nghien cu-u, diu hoi nghien om, va gia thuyet? Lay vi du minh hoa?
2. !-lay chon mQI bai bao cong bo mQt cong trinh nghien elJ'U khoa hoc
dung phuong phap djnh tinh, doc va cho biet tic gia xac djnh van de,
muc lieu va cau hoi nghien ciru nhir the nao? Cho biet giii thuyet
nghi~n cuu Irong bili baa da chon xuat hien 6 phan nao trong qui trinh
nghien cUu va 0 d~ng naa (gia Ihuyel nghien ciru hay gia thuye't kiem
dinh) vad6ng vai lro gl trong bili nghien ciru?
3, I lay chon m{lt bai baa cong bi) m(\1 dIng trinh nghien ctru khoa hoc
dLlng phuong phap dinh hl'l;mg, doc va cho biel tac gia xac djnh van ere,
m\IC liell, diu hoi nghiiln cuu va gia (huyel nghien cuu nhu the nao?
ChO'biel gi<i I'huyet nghien C(YlItrong bai baa da chon xlIat hi~n (1 phan
nao trong qui trlnh nghien ell'll va 6 dang nao (gia thuyet nghidn cuu
hay gill I'huyet kii'tm dinh) va.dcng vai tro gi trong bai nghien ciru?
4. Hay chon m(\t bili bao cong bi) mi;\1cong trinh nghien etfU khoa hoc
dung phtrong phap hAn hop, doc va cho biet tac gja xac dinh van (fe,
muc lieu, diu h6i nghiE!n Cl'U va g;;,i thuyet nhtr the nao? Cho biirt gill
thuYCI nghien cuu trong bai baa dii chon xuat hi~n 6 phan nao trang
qui trinh nghicn rou va 6 dang nao (gia thuyet nghien ciru hay gia
thuyet kiem dinh) viI dongvai tTOgl trong bai nghien ClrU?
Chuong 2, \/ffn ere I1ghilll1C~l'U 89
5, Cho bie't 111~ICdlch ella tong ket Iy thllye't,co

may dang trong tong ket
Iy thuyct, va nhimg gi can lam trong tong ket Iy thuyet d~ng dinh tinh?
Chon m6t van d'Cnghien Clhl, xac djnh rnuc tieu nghien c(ru va dun ra
qui trinh tlwe hien tong kct Iy thuyet cho van de nghien ciru do?
6, Co bao nhieu loai tai lieu thuong Slr dung khi tong ket Iy thuyet? llay
cho bie'!, mQt each tong quat, gia tri va tinh c5p nh~t cua limg loai tili
lieu trong nghicn CUllkhoa hQC?
7. Cho biel trich d5n d6ng vai Iro gl trong nghien em. khoa hoc? Hay lay
vi du nam d.,ng lrich d~n sai trong ITich diin khoa hQCva giaj thich vi
sao sai?
8. 115y Ihl,l'( qp xac djnh van de, muc tieu va ciiu hoi nghien ciru b5ng
each chon mot thi tru'cmg (nganh san xuat kinh doanh), phan tich thi
trvimg nay d&'nh~n d~ng van de nghien ciru. Sau do, tong kelly U)uyet
ell?'du',) ra v5n dll, I111,lC
lieu va diu h6i nghiel1 elm?
90 Phuong phap nghien (,(I'U khoa hoc trong kinh doanh
TAl LI~U DOC THEM CHUONG 2
Campbell J p. Daft RL & Hulin CL (1982), ~'1/ltatto Study: GelleratillS (/1Il1

Deue/oplIIg Research Questiolls, Beverly Hills CA: Sage: Mot tili li~u giai
thi~u ro rimg va chi tiet vc each nhan dang, phat trien van de va diu hoi
nghipn ('Lru.S,kh rat din thiet cho nhung ai muon phat trie'n duoc van de
nghien ciru co y nghla.
llart C (2009). Domg /I Literature Rericto: Releasing the Social Science Research
tmogillatiOIl. Thousand Oaks CA: Sage: Day Iii tai Ii~u rat hay ve each thuc
hi~n long kct nghien cuu trong ng1mh khoa hoc xii h(ii. La mot trong
nhli'ng lai 1i~L1c'5n thiet cho tal ca nhimg ai tong Id!'t tot ly thuy!!1 cho
nglli':;n cuu cua minh.
Al?A (2009). Pubticotion Mnlltwl of the AllferiCll'1 P''Yc/lO/ogica/ Associntiou,

6"'ed. W,'shington: American Psychological Association: Mot tili li~L1
huang d~n chi tiel ve tilt eli nlurng g\ lien quan den trich d~n, thi lieu tharn
khao ihco h~ArA.
Chuong 3. I'lwung phap dinh linh 9')
C/Uf(1'11g 3
Phuong phap dinh tinh
Chuong nay gi6i lhiqu cac nOi dung:
1. Nglliell eli'll dinlr tinl: Irong '(fly d(fng /!III;uyel khoa IIIIC
2. Pllflml~ pllll!, cr
3. Puuong IIIJlll' tint. IlIIo/rg
4. COl/51 C(I Iltll 111(;1'dir li(11 l1illiJ tinh
5. PI1I911 tltl. tlCfli?1I djllh tiuh
6. VI n(1 ntinl: hoa IIghiBrl ciru ,1!nll tinli
7. Gin ir] Stitl piJfiill t/jnh tinh
8. Dc nghj IIghicn clhl dinh tinh
92 PhU'(}ngphap nghien ctru khoa hoc rrong kinh doanh
1. Nghien cuu djnh tinh trong xay dl!"g I)' thuyet khoa hoc
Nhu' dii gi6i thi~u trong Chuong 1, nghien cuu dinh tinh thuong
ducc dung de' xiiy d~mg Iy thuyet khoa hoc dua V110 qui trinh qui
nap (Hinh 3.1). Cung can d1U y la thuong clur khong phai luon luon
vi nghien ciru dinh tinh diroc sir dung cho nhieu muc dich nghien
ctru khac nhau, ke' ca kiem dinh Iy thuyet khoa hoc (vd, Johnston &
ctg 1999; Perry 1998).
Hinh 3.1. Qui trlnh dinh tinh xiiy dtrng Iy thuyet khoa hoc
,...--------------_ .
Khc he'ng => Cau h6i nghien eLl1J
T
!:
«e-
E
Q.
.",
Th i6'1 ke nghien CUll ..s:

Q.
00
g
:.
..s:
c,
Thuc hi~n nghien cU'U
Mc3hinh va gia thuyelly Ihuye!

......
Ngay nay, nghien C\lU dinh tinh duoc sir dung rat phD bien
trong cac liinh Vl.rc cua nganh kinh doanh (vd, Daymon & Holloway
2002; Lee 1999). Nghien ClYU dinh tinh thuOng lien quan den vi~c
phiin rich va di~n giai du li~u d~ng djnh tinh nharn muc dich kharn
pha qui lu~t cua hi~n tuong khoa hoc mung ta din nghien ciru.
Chuon!! 3. Plwl,mg 1'11111'
dinh tinh 93
Chung t~ tlurong nh~n djnh chua dung ve plurong phap djnh

tinh. Phuong phap djnh tinh dua vao qui trinh qui n:[lp.Tuy nhien,
qui nap khong c6 nghia la khong dua van Iy thuye't. L9 thuyet v~n
d6ng vai Iro quan trong trong nghien cou dinh tinh. Hai la, nghien
ciru djnh tinh SU' dl,mg nhieu dang dii LieU khac nhau. Dieu nay
kh6ng c6 nghia la khong co he thong. Hon nira, qui trinh nghien cuu
dinh tinh thuong duoc thiet ket va thuc hien Linh hoat va mem deo.
Tuy nhien, linh hoar va mem dec kh6ng co nghia III khong c6 h~
thong. Chung ta se phan uch tiep nhimg van de nay trong nhfmg
phSn tiep theo.
1.1. Phuong phap va cong cu nghien cuu dinh tinh

Nghien cuu dinh tinh bao gom nhi'eu phuong phap va cong Cl,I khac
nhau va rat kh6 de' c6 the' phan loai chung m1?t each hoan chlnh [xem
Marshall & Rossman (1999) VI! each phan loai cac dang nghien cuu
djnh tlnh]. MOl each long quat, chung ta c6 the' chia chong ra thanh
hai nhom. Ml,il nhorn ve phuong phap va mot nhorn ve cong C~I
(Hmh 3.2). Trang pham vi cua giao trlnh nay, chung ta chi t~p trung
val> hai phuong phap chinh, duoc sir dl,mg rat pho bien tl'0118cac
15nh VV'C CLI., ngimh kinh doanh, do III (1) phuong phap GT va (2)
phuong phap tlnh Iwongl, va ba cong Cl,1 chinh Ii:!(1) thao 11I~n
nhorn, (2) thao ILI~ntay doi, va (3) quan sat.
Cung din chu 9 6 day chung ta t~p trung vao phirong phap
dinh tinh. Vi v;'y, chung In d'iSc~p phuong phap GT va tinh huong
trong boi canh nghien cuu dinh tinh. Hai phuang phap nay co the Iii
djnh tinh, djnh IU'O'ng,hay ca hai (hBn hop), Doi v6i cong cu cung
v~y. Lay vi du, thao 11I~n nhom va thao lu~n tay doi Iii hai cOng cu
chi dung de' thu th~p dii lieu dinh tinh nlnrng quan sat co the' thu
th~p dli liell dinh tinh va dinh ILlQ'llg.Cung luu 9 them Iii co cong Cl,l
I elll hcl ve c.le phuong phap cOn I"i, vd. Ethnography, xem, lay vi d....Agar
(1986); vc A<lion Research, x<'m, lay \', duo Coghlan & Brannick (2005). DeI1Z111 &<
LlIlcoll1 (2005) III s~ch gi6i Ihi~u nh;ell phu'O'llg phap dinh tinh khac nhall v~ 16 t~i
Ii~u "hallS tho}thieu elm nh':mg aj Ihieh Ih" ve phl1ol1g phap dinh tinh.
doi khi duoc xem nhu 111phuong phap (vd, thao lu~n nhom: vd,
Kitzinger 1994) va co phU'011g phap diroc xem nhu Iii cong cu (vd,
phuong phap rinh huang: thu th~p dlT li~u b~ng cac tinh huang Ct.1
the).
Hinh 3.2. PhU07Ig phap va cong CI,l nghien cuu dinh tinh
Phuong phap pho bien

• GT: Grounded theory
• linh huang (Case study method)
• Ethnography/Action research
Cong C\I thong dung
• 111ao 11I~ntay doi (in-depth interviews)

• Thao 11I~nnhorn (focus groups)
• Quan sat (observations)
1.2. V5n dc, muc tieu va Iy thuyet trong nghien ciru dinh tinh
M~ICtieu cua nghien djnh tinh Iii xay dung If thuyel: khoa hoc. VI
v~y khi xac djnh van de nghiiin ciru va dua ra muc tieu nghien cuu,
chung ta d,n bi~n lu~n Iy do d~n den viec sLr dung phuong phap
dinh tinh. Cung can chu y lit van de nghien ctru dinh tinh xuat phat
chlnh ILl' du' Ii~u va sau do chung ta so sanh l<;livoi Iy thuyet (thong
qua tong ket nghien cuu). Vi v~y, cau hoi nghien ciru khong eh~t cllC
nhir trong nghien cuu djnh luong de kiem dinh If thuyet (O'Conner
& etg 2003).
Tro I~i vi du trong ChU'OIlg2, Goulding (2002) citra ra m\IC tieu
nghien cuu cua mlnh nhu sau:
I. \lhtIng dong co chu yeu nao thlie day du khach tham quan
cac khu di tich, bao tang?
Cnuong 3. Pl1ll'ong phap djnh tinh 95
2. Cac dong co nay co khac nhau giCra cac eli nhan va nhorn
khong?
3. SCmchat cua kinh nghi~m khach hang khi tham <juan cac
khu di tkh va nhemg kinh nghiem nay co khac nhau giii~
cac ea
nhan va nh6m khang?
Tac gia bi~n lu~n s~rdin thiet phai dung phirong phap dinh tinh
(C\I the' III GT) nhtr sau:
Nhu da g,oi thi~ll, vi v3ng m~t ly thllyet ve dQng co va kinh

nghi~m cua khach h;",s khu di tich va bao tang Itac gia xac
djnh chua cci ly thuyet SiAi thich vc van de khoa hoc nayJ. Vi
v3y, chung toi xem xel cac ly thuyet rc;\nghan v=s ngimh du
lich de danh gill kha n~l1g Slr dung chung .
.. .Tuy nhit"n, nhUng nghicn cuu ve dong CO chu yeu dira
vao lmong pholi djnh luong thong qua cac ky thll~t khao sat
(survey) ... [tac ghl bi~n lu~n sIr din thiet sil' dung phuong
ph:\p djnh tinh I.
VI v~y, phuong phap Gl diroc Slr dung trong nghien cuu
n~y dc' giaj quyet vmn de nghien ciru nell ra de' 19ieYithi~t1
thuyct phuc tinh phi. hgp cua phurrng phapl:
I. Xay dl,J'11gly thuyel dua vao co SCI'lieng noi', hanh tI<mg,va

kinh nghi¢m ella du khach
2. Cung cap mot quan diem rnoi ve dong co va kinh nghiern
ella du khach
3. OllC kcl kct qua thanh milt khung Iy thuyet (theoretical
framework) de
mo ta va gi.,i thich [dong co va kinh nghicm
eua khach hilng cac di tich \',1bao tang].
Tiep theo, tac gia mo tei chi tiet hon ve phuong phap va cong C\I
thuc hi~n:
96 Plnrong phap nghien cuu khoa hoc trong kinh doanh
D~l'a vao eo so chon m§u Iy thuyet (theoretical sampling),

nghien cuu b~t dau thong qua viee den dja cliem va chon
nhirng du khach co khci nang cung cap mot so thong tin sau
(insight) ve van de nghien cuu de dinh huang cho cong viee
thu Ih~p dfr lieu tiep theo ... VI v~y, ky thu~t thao lu~n tay doi
duoc su dung trong buoc khoi diem nay ... Dia diem khoi diem
III Blist Hill ... vi no d6ng vai tro If! cai nOi cua nganh du ljch
nay ... 19i6i thi~u bu6c dilu tien: muc dich, thong tin din thiet,
ky thu~t ph6ng van sir dung va dja dieml
Bu6e khoi diem 51? gillp xay dung buc tranh tong the' elm
cac khai niem (provisional framework of concepts) ... Ky thu~t
quan sat duoc sir dung trong buoc tiep theo de quan sat hanh
vi tv nhien (naturalistic behaviour) cua du khach dang tham
quan khu di tfch ... Blist Hill lil dia diem phu hop de b~t dau.
Tuy nhien, do dang hoa dja diem va doi tuc,mg quan sat giup
kicll1 ira v~ bCi sling cac khai Ili~m nghien cuu phat hien trong
buoc khoi diem [gibi thi~u butrc tiep thee va Iy do thay do,
din diem nghien ciru].
Vi v~y, ky lhu~t quail sal dU'<;JC
lien h,\nh tai ... Ky thu~t
'Ilion sat duec su dung dua tren co so ta trong nhreu trU'ong
hop, hanh l10l1geho chung ta bit?t duoc nhieu thLr hon III loj
11(')i. Phong van s§u eho ChLlI11lta I1hieu thong tin ben trong (a
rich source of data) ve thai c10 va hanh vi cua khach hilng ...
Tuy nhien, khi h6i ho ve kinh nghiem, ho thucng khong nh~n
hiet het, ho~c khong thG'dien til duoc cam xuc cua IW (Grove &
Fiske 1992; Adler & Adler 1994) Igibi thieu kY thu~t tim th~p
du' li~u cho buec tllU' hai va dan nguon eho bi~n lu~nJ.
Trong bvoc cuo; cung ella nghien cuu, ky thu~t rhao lu3n
nhom (focus group discussion) dU'<;Jcsu dung de phat trien
holm d'inh hon ve khung ly thuyet thong qua s" trao doi quan
di,:'m [giai thi~u m\1C dich va
ky lhu~t thu th~p dir li~u cho
bU'bc cuoi clmgl.
Ky thu~t tllao lu~n nh6m dlfqc sir dl,mg vi no (1) ehe
phep nh;eu thimh vien tham gia; (2) t~o ra moi tnferng tU'Ong
tac: thao lu~n va tranh ciii giup kich thieh cac y tlfOng moi,
Chl1C1111\
3. Plwons philp djnh tlnh
nherng ly do chi tiet giai thleh hanh vi (subconscious behaviour;

Hedges 1993) Lbi~n 11I~n Iy do Slr dung k)i thll~t va dan
nguonJ.
Ky thu~t thao 11I~nnhom se duoc tien hanh tai dia diem
trung tinh (neutral locations) de tao s~r thoa mai cho khach
himg cung nhu dF tach hQ ra kh6i moi rruong th~t. Dieu nay se
giup co h(li cho chung ta kharn pha ra cac danh gia rna khach
hilng ngoa] ngu canh (stimulus context). Han nira, chong ta con
cO the so sanh s~r luang <long va khac bi~t gilra hai nglr
canh-trong va ngoili !bi~n lu~n tinh ph" hop cua dia diem!.
1.3.Tong kC'!va sir dung I)' lhuye! trong nghien ciru dinh tinh
Trong nghien cuu djnh tinh, Iy thuyet diroc sir dung rat linh hoat,
Quan trong nhat lil Iy thuyet 51? d~n hu'ong ve nhu diu rhuc hien
nghien ciru dinh tinh. Nhu da dc c~p nhieu Jan trong giao trinh nay,
muc dich chinh cua nghien ciru dinh tlnh 111xily dung I)' thuye! khoa
hoc theo qui trinh qui nap, VI v~y, "h11nghien ClW din tong ket ly
thuyet I/a rninh chung duoc 111hj~n tai nhung Iy thuyet eta eo chua
git'ti thlch ho~c giftI thich chua hoan chinh hi~n nrong khoa hoc da de
1'0, I/J tLI'd6, nell ra S~Idin lhiel phai xi\y dung mQt Iy thuyet mci de'
gi"i thlch hi~n tuong khoa hoc nay.
Tting ket Iy thuyct c[lI1g gop ph'an quan trong trong so S1111hket
qua nghiiln cuu. Nhu dii ei'C e~p trong Chuong 2, ket qua cua nghien
cuu djnh tinh 111Iy thuyet khoa hoc rnoi. Vi I/~y, gici tri cua Iy thuyet
rnoi nay c'5n duO'c minh chlmg thong qua vi~c so sanh voi cac Iy
thllyP't <If! co. Th~t sir, Iy thuyet duoc su dung trong suol qua trrnh
nghien cuu djnh tinh. Xi\y dung 15' thuyet b~ng nghien ctn.1 djnh tinh
la phuong phap xay dung ly thuyet thea qua trinh.
Qua trinh nghien ell'll djnh hnh luon luon 111qua trinh tuung tac
gifra nhil nghien ClrU, du lieu va Iy thuyet dang xay dl.mg. VI v~y,
nhil nghiiln cUll luon so sanh Iy thllyet va nhi:rng thallh phan clio ly
thuyet, lay vi dv nhu cae khiii niem trong ly thuyet dang xay dl,fns
ella minh, 1/6i de Iy thuyet cia co. Tuy nhicn, cung din d1U )i chung
I'hll~ng phap nghien CUllkhoa hoc trong kinh doanh
ta elln dl'n Lh~n vai qua trlnh so sanh Iy thuyet cua chung ta dang
muon xiiy d~I'ng vOi Iy Ihuyet da c6 vi vi~c lam nay c6 Lhe d~n d~n su
suy di~n tLt Iy thuyet da co vai Iy thuyet dang xay dung.
2. Phuong phap GT
Phuong phap pho bien trong nghien cuu dinh tinh de xay dung Iy
thuyet khoa hoc la phirong phap GT: xay dirng Iy thuyet khoa hoc
dtra tren dfl li~u thong qua vi~c thu th{ip, so sanh dft Ji~u de nh~n
dang, xay dvng va kct nOi cac khai ni~m voi nhau de tao thanh Iy
lhuyet khoa hoe (Strauss & Corbin 1998), Phuong phap nay do
Glaser & Strauss (1967) phat trie'n va ngay nay, GT da duoc chap
nh~n Iii mot phuong fJhap xiiy dung I}' thuyet khoa hoc ti.r du lieu.
GT duoc sil' d1,lng phO' bien trong nhi'eu lanh VI,I'C khac nhau trong
nganh kinh doanh; vi du trong quan tri nhan sir (vd, Storberg-
Walker 2007); trong quail tr] san xuat (vd, McAdam & ctg 2008);
trong marketing (vd, Daengbuppha & ctg 2006), vv.
GT 111 phuong phap xii)' dung Iy thuyet dVII vao qua trlnh thu
1'I,~pva philn rich du' li~u mOt each co h~ tllong. Qua trmh thu th~p,
phftn tlch vb xay dung Iy thuyet quan h~ ch~t che vai nhau va nha
nghfen cuu, Trcng phuong phap CT, "nha nghien cuu khong bao gja
du kifn truce Il1Qt 19 Ihuyet (preconceived theory) trll' truong hO'P ho
rnudn di'hl chlnh ho~e rno r(ing I11Qt Iy thuyet d1i co). Thay vao d6,
nha nghicn Cll'LIb~t d'5u voi mOt chu de nghien cuu va 19 thuyet
(dang xfty dung) hinh thanh lif dCfli~u" (Strauss & Corbin 1998, l2).
De'stl dung phuong phap CT c6 hi~u qua, Corbin & Strauss
(1990) de xua't nhCl'I1gdiem ma cac nha nghien ciru cr can chu y
nhu sau:
I. Thu th~p va phfin tich du lieu III hai qua trlnh lien he m~t
thie't \'6i nhau (luang lac qua l(li).
2. K11.1ini~m nghien ell'll chmh la daD vi phan tich co ban
(basic unit of analysis),
ChuO'II!; 3. rhuong ph;\p <linn tinh 99
3. Cac khai nicm din duoc xsy dung va lien h~ chung voi
nhau,
4. Chon m~u d~I'a vao I)' thuyet dang xay dung (theoretical
ground).
5. Phan tich phai thong qua qua trmh so sanh lien tuc va ch~l
che (constant comparison)
6. Mi') hlnh (pattern) va SIf thay d5i cua chung phai duoc xcrn
'\et. kic'm Ira din th~n. Dlell nay co nghia khi dll' lieu xlIat
hi~n nhirng khac bi~t so voi nhlmg g\ dang hinh thanh,
chung ta dill xern xet va kiern tra can
th~n de xern d6 phai 111
mQt huong mai hay chi lil m(ll vai truong hop ca bi~l. ngoal
Ie.
7. Qua t rinh (process) phai duoc g~n v&i Iy Utuye't (xily dl,1'ng
1'1thuyet d ua vao qua trlnh),
I). Chi ehu dU'li~u (theoretical memo) trong qua trinh thu th~p
Ib 111(llph'5n g~n lien vao qua trlnh xii)' dung 1'1thuyet bJng
phuong phrip CT. Di'ell nay co nghia iii ghi chu khong phl'li
chi clan lhLlan Ii) ghi I~i cac y nrong rna bao g'0111ca vi~c xily
dung va cri'el! chlnh Iy lhuyet dang xii)' dung.
9. Cric gi'; thuyet ve moi quan h~ ella cac khai ni~ll1nghien cuu
din duoc phat trie'n vii danh gia (cang nhieu dl11g tot) trong
suot qua trinh nghien cuu,
10. Cac nha nghien cuu CT khong nhii't thiet phai lam vi~c mot
mlnh. Tao nhorn nghien cuu air cung tham gia nghien ciru
ho~c thao 111~ny urong cua minh voi cac nhit nghien cuu
cung liinli V~fCsc giup qua trinh nghien ciru dat ket 'ILIa tot
hem.
lJ. Nha nghien ciru GT c6 the' phan rich nhUng ngil canh r(lllg
han (vi du dieu ki~n kinh teo van hoa, xii hQi. vv.). Tuy
nhien, dieu nay chi co nghia neu chung fa co lien ket nhlrng
phan tich nay vim Iy thuyet dang xay dung.
3. Phuong phap tlnh hu5ng

Phuong phap tinh huong (case study research) la phuong phap xay
dung ly thuyet tu' dii li~u (1 dang tinh hudng, don hoac da tlnh
huong (single or multiple cases; Eisenhardt 1989;Yin 1994).
Qui trinh xay dung Iy thuyet b~ng tinh hudng dLl!]C b~t dau
b~ng ding vi~e thu th~p dCIIi~u (dCT li~u rnroc, Iy thuyet saul. Nhi!
nghien cuu, trong qua trinh thu th~p dfT li~u, Ii!:'n~ICso sanh dii Li~u
vai Iy thuye'!. Dtr Ii~u dLlQCthu th~p thong qua mot tmh huong (mQt
ca nhan, mQt to chuc, vv.) hay nhieu tlnh huong.
Qui trlnh xay d~rng Iy lhuyet b~ng plnrong phap tinh huong Iii
mQt qui trlnh liiy tien: phet hi~n Iy lhuyet--chon tinh huong-lhu
lh~p dll' li~u (I Ilnh 3.3). Theo qui trinh nay, nha nghien cuu chon mQI
tlnh huong de thu th~p va phan tich dir li~u va phat hi~n Iy thuye't.
Nha nghicn oru liep tI,1C chon tinh huong tiep theo de thu th~p va
phfin rich dll' li~u de' phar tfien Jy thuyet, vv (vd, Perry 1998;Shekedi
2005).
Hlnh 3.3. Qui lrinh liiy tien trong phu'ong philp tinh huong
Phat hj~n
Iy [huyet
Thlllh~p
dft lieu
Chueng 3. I'hu'on!; phap djnh t[nh 101
Eisenhardt (1989, 533) dua ra qui trinh xay dung I.>'thuyet b~ng
phuong phap tlnh huong bao gom tam buoc nhu sau:
I. Xac dinh diu hoi nghien Clru va co the dua ra m9t so khai
ni~m ban dau (so b{»: Cau hoi nghien c(I'Ugiup xac dinh
huong t~p trung cua nhll nghien ciru va mQt sO khai ni~m
ban dau (neu co) co the gillp nha nghien cuu t~p trung
kham pha, so sanh tiep theo,
2. Chon tinh huang: Khi chon tinh hudng, nhi! nghien ciru
chua co Iy Ihuyet va gia lhuyet gi ca. Nlur viiy, khac voi
nghien cu'u djnh hrong, trong nghien ciru dinh tinh noi
chung v1l nghien ciru tinh huang noi neng, nha nghien cuu
ral linh heat ve m~t I.>' thuyet. Va, khi chon tlnh hudng,
phuong phap chon m5u Ii:!chon m5u Iy rhuyet, tQP trung
vao nhii ng tlnh huong hiiu ich cho vi~c xay dung Iy !huyet.
3. Chon phuong phap thu thiip dLI' li~u: Nha nghien ciru tlnh
htlong Stl' dung cia plurong phap thu thiip dCf li~u (multiple
data collection methods). Sll' dung cia phuong phap lam cia
dQllg duo li~u (triangulation of evidence) cho Iy thuyel duoc
x1iy dung. Phuong phap tinh huong cung co the SLI'dung
nhi~u rhanh vien (ho cung Iii nhirng nha nghien cuu cling
tharn gia dtr an nghien ciru) thu thap drr li~lI (multiple
investigators). Cach lam nay giup chung ta co duoc each
nhin tong hop (synergistic view) ve dlf li~u va them nhieu
quan diem trong xay dl,mg Iy rhuyet tV cac dir Ii~u eta thu
lh~p.
4. Tien hanh thu th~p dfr Ii~ut<;1ihi~n rnrong: Qua trmh thu
th~p dfr li~lI t\li hi~n truimg luon luon bao gom hat cong
vi~c: thu Ih~p va xu Iy, cimg v6i nhimg ghi chu can thiet
(field note). Phfin tich trong qua trinh thu th~p dfr li~u se
giup chung la dieu chinh kip thoi ve each tht'fC,cOng cv, doi
tuqng. vii IlQidung dfr Ij~ucan thu th~p.
102 I'lwong phap nghi.:!n elm khoa hoc trong kinh doanh
5. Phfin tieh dt!' Ii~u: Chung ta hen hanh phan tich sau hon
thong qua dtf Ii~u ella mot tinh huang (with-in case
analysis). BU'6enay giup chung ta quen thuoc voi dir li~u va
tao 'I ruong so bQ cho xay dl,mg 1'1thuyet. Tiep thea, so sanh
dli' li~u cua cac tinh huong voi nhau (cross-case analysis) de
xern SI,I nrong dong va khac bi~t.
6. Xay dung gia lhuy!!t: Holm chinh cac khai ni~m voi nlurng
djnh nghia ro rang, gia trj va kha nang do hrong chung (xily
dung co 56 de' do luang cac khai ni~m: nrong tv nhtr suy
di~n djnh hrong) va minh chirng cho moi quan h~ (giit
thuyet) giira cac khai ni~m (the nao va tai sao). Chung ta
luon luon chu 'I moi tuong tac gitra Iy thuyet va dir lieu va
luon luon chu 'I dieu chinh djnh nghia khai nii:m khi din
thiel. Dinh nghia, do luong, Xl!'1'1dt!' lieu xay ra dong thoi
vii khong St'f dung cac cong cu I'hong ke trong nghien cuu.
7. So sanh vaj ly thuye't aa e6: Salt khi xay d~rng Iy thuyet,
nha nghien cuu dm so sanh voi Iy thuye] da co tie xem diem
luang dClng va doi khang voi I~'thuyet dil co.
s. Ket lu~n:Qui trlnh ket thuc va viet baa cao ket qua nghien
cuu hoan chlnh.
Toong tv nhir trong plnrong phap GT, du' lieu Slf dung lrong
phuong phap tlnh huong rat da dang (data triangulation-dinh tinh,
djnh lucng, ca hail Chlf khong chi Iii dir li~1.1dinh tinh, tuy r~ng
phuong phap tinh huang cling thirong duoc xep vao phuong phap
dinh tlnh, Phuong phap thu th~p dtr li~u cung da dang: dli' li~u thl1
dIp, phong van, quan sat, vv. Nhu v~y, thuc SI! phuong phap tinh
huong cung la phuong phap GT trong d6 Iy thuyet duoc xily dung
dua vao mot hay nhfeu tinh huong cu the'.
Chuoug J, I'lwong phap djnh tinh 103
4. Drlli~1I va thu th~p dii'li~1I djnh tinh

Nhir da gioi Ihi~lI, nghien cuu dinh tinh Iii mQt d~ng nghien CLfU
kharn pha Irong d6 dCI li~u duoc thu th~p o dang dinh tinh (:--Jgl.ly~n
& Nguy~n 2009). Cong cu chinh Irong thu th~p dCfli~ll chinh la quan
sat, thao 11I~ngilra nhit nghien ciru va doi tuqng nghien cuu: thao
lu~n tay Joi va thao 11I~nnh6m (Krueger 1998a, Schostak 20(6).
Trong nghien cuu djnh luong nha nghien cuu tham gia rat Ih~1
dQng Irong qua Irinh thu th~p dCrli~u tai hi~n truong (do phong van
vien thuc hi~n). Trong nghien ciru dinh tinh, nhit nghien ciru tham
gia ehu dvng Irong qua trinh thu th~p dir li~u tai hj~n rruong, Nha
nghien cuu lil nglloi true tiep thirc hi~n vi~c thao lu~ voi doi tll'ong
nghien cuu Irong thao lu~n tay doi rung nhu lit nguoi aieu khie'n
chuong trlnh rhao lu~n lrong thao lu~n nh6m.
4.1. Ban chat dCf li~lI trong nghien ciru dinh tinh
Khec voi dCi',li~1Ithu Ih~p Ihong qua viec hoi dap (trong nghien cuu
djnh hl'l,lng) 11:1nhirng dLf li~ll bell ngoai (on-face data), dCI' li~lI din
Ihu lh~p rrong cac ~h,I' ,In nghien cuu dinh tinh la dCI' li~ll ben trong
(in!-.ighl data) ell,l doi lll'gng nghien ciru. Nhu'ng du' lieu nny khong
lhe thu lh~p ducc Ihong qua (.11: ky thll~l phong van thong tlurong
rna phai lh0ng qua cac ky thtl~l thao Iu~nl.
4.2. Chon m~lI trong nghien ciru dinh tinh

Nhu cia d~ CJp, nghicn cuu dinh tanh la mot dang cua nghien cuu
kharn phii, Cac dv an nghicn ciru dlnh tinh duoc thuc hi~n voi mot
nhorn nho C;I( tlOi luqng nghien ciru. Vi v~)' m5u khong duoc chon
theo phuong phap x,)c l"u5't ma (h~)tl thee awc dieh xii)' d\.tt1g 19
thurct (purpo'-{·ful ~'lIllpling), thuang gQi Iii chQn m5u Iy Ihuyet
• G1Il ph,;n l>i<:1

di'r lii,'u dinh tinh Ihu Ihap bang die ky !hual nghicn c:iru dinh
It"h nhu Ih,\o tu,;.. nhom, Ihao lua" lav doi vo; dii li~u dinh luqng thu Ih~p b~ng
IhJng dn .llnh tlllh (thang do dIp dinh danh va cap thO' Iv) trong nghu?n cuu dlnh
hn,ml\ (WI1l ChlHJI1I\7).
104 Phuong phap nghien cU'U khoa hoc trong kinh doanh
(theoretial sampling; vd, Coyne 1997; Strauss & Corbin 1998). Cac
phfin tv ella m5u ducc chon sao cho chung thoa man mQt so d~c tlnh
ella dam dong nghien ciru. Ky thu~t chon m~u Iy thuyet duoc minh
hQ<Itrong Hinh 3.4.
Hinh 3.4. Chon mau 1)1thuyel
Soluqng phJJl nr (klch thucc m511n)
Qui trlnh chon mau Iy thuyet duoc lien hanh nhu sau: Nha
nghien cuu chon doi IU'qng nghien diu tlur 1 (51), thao lufin voi ho
dl;; thu th~p dC, li~u can lhiet eho xay dung Iy thllyik Tiep theo, chon
phan ttY 52 de' thu lh~p dLr 1i~1ItLtho va nha nghien CUllphat hi~n 52
cho mQt so thong tin c6 y nghTa cho nghien ctru nhung khac voi 51.
VI vay, nha nghicn ciru tiep h,IC vci 53. Tuong tv MU 52, nha nghien
ciru phat hien them mot so thong tin khac voi 51 va 52 (di Mien c6
nhung thong hn trung voi 51 va 52). Vi v~y nha nghien elm tiep rue
chon them phan tU 54. Den day, Mil nghien cuu co phat lu~n them
mQI vai die'm khac biet so vai nhirng thong tin da thu th~p til' 51,52,
va 53 nhung khong eo y nghia nhieu. Tiep tuc den 55 thi hau nhu
khong c6 gi them. Vi v~y 55 la diem baa hoa (saturated point) hay
clie'm toi han, nghia III den day, khong con thong tin gi moi nira de'
Chuong 3. Phuong phap djnh linh 105
tiep tuc cho cac phan tlr tiep theo. Tuy nhien de' kh~ng dinh diem
bao hoa, nha nghien cuu chon them 56. Neu khong phat hien them
thong tin gi rnoi thi Sf ngirng ti;liS6 va kich thircc m~u cho nghien
cuu Iii n = 6.
4.3. Cong (\1 thu th~p dU'lieu dinh tlnh

De' thu th~p du' li~l1 dinh tinh, nglfoi ta sir dung dan bai thao lufin
(discussion guideline) thay cho bang diu hoi chi tiet (Krueger 1998b).
Hirth 3.5 minh hoa rmrc dO diu true ella bang cau hoi su dung trong
nghien ciru dinh tinh va djnh luong, Trong nghien ciru dinh lu(mg,
bang cau hoi co cau true dl~t ehe va chi liet, tlurong slr dung cac eau
hoi dong (chi tiet ducc trinh bay trong Cheong 7). Voi nghien oru
djnh tinh, cong (\1 thu th3p dl'r li~u (bang d1U hoi) khong e6 eau true
ch~t ehe, Slr dung cac cau hoi m6 nham rnuc dinh d5n huang thao
11I~n.
Hinh 3.5. Mire dQ dIU true ella cong cu Ihu th~p dii'li~u
Klrol1g ciiil h'llc 1MII cail Irue Ctl~llrric

Llnstruclrured Senu-struct rurea 51rucl /'II red
Cau hoi rna Cau hoi dong

DfNH Ti."lH DtNTTlU'ONG
Dim bai thao lu~n co hili phfin chinh, (1) phan gioi thiOli vii gan
lee va (2) phan thao lu~n. Pb'i1ngill; lhieu va gan loc nh~m gi6i thi('LI
muc dich, nQi dung thao lu~n va g~n lee dung doi ruong dan nghicn
ClI'U.Philn g-iai thieu cling In phi1n tao nen khong khl than m~l ban
d'i1u (warm-up section) v.:' d6ng mol vai h't'>quan tn)ng rrong vi~c
thilnh dIng ella du an.
106 l'huong pMp nghien ctru khoa hor t.rong kinh doanh
Trong cac du an nghien ciru dinh tinh b~ng ky thu~t thao Jll~n
nhorn thi philn S'iJn lee Ilion luon dLl'~leth~re hien rieng bi~t va truce
khi thao lu~n de' tuycn chon doi tuqng nghien ani (MRSA 1994),
Nghia Iii chung ta phai chon doi ru(,)'ng nghien elm phu hop voi muc
tieu nghien oru tnroc khi tien hanh thao Ill~ (Greenbaum 1998).Do
klch thuoc m5u nh6 nen eong vi~c tuyen chon doi tuong nghien cuu,
d~c bi~t Iii eho thao lu~n nhom, dong vai tro rat quan trong cho vi~e
thanh eong cua d1,l'an nghien oru. VI v~y, phln g~Jl loc phai duoc
lhiet ke chi tiet, the' hi~n (tay di! cac yeu diu din co de' giup chung til
chon dimg doi tuong din nghicn cuu,
Philn thll' hai bao gom cac cau hoi gqi y va dan huung qua t rlnh
thao lu~n de' thu t'h~p duo li~u. Lan chu y la cac diu hoi trong nghien
cou dinh tinh 111cac diu hoi mo mang tinh chat gqi y, d~n huong cho
vi€c thao lu~n, qUiln sat, va phfin tich, va chung Ilion duoc g~n lien
voi cole diu hoi dllO sdu tiep theo. Vi V~Yf cac Call hoi dan huong
thuong & dang: Cai g't? Ai? Khi nao? o
dau? T<;Iisao? The nao? Kltt
qua ra sao? Con gl nU'(I khong? vv, Lay vi du:
BQn co tharn gin lam vi~c nhorn khong? Vi sao?

NE!'ucO, bQI1c6 kinh nghi~m gl?
Kinh nghi~rn cua ban ve tam vi~c nhorn nhu the' nao?
\IV.
D€£tong kct, cac dang cau hoi pho bien rrong nghien cuu dinh
tinh bao gom:
1. Cau hoi gi&i thi~lI (introductory questions): Anh/chi co biet

gi vc ... c6 the cho toi biet vc...
?
2. Cau hoi dao sau (probing questions): Anh chi co the· noi
them vlL. ? Khi noi v~y thl no co y nghia gl?
Clwon); 3, I'htl'(ms phnp djnh tinh 107
3, Call hoi trvc ti&,p(direct questions): Anh chi co thll'ong tranh

dii gay g~t voi dIp trcn khong?
4, Call h6i gian tiep (indirect questions): VI sao 6 day nhan
vic?nthuong bo viec?
5, Call hoi di~n nghla (interpretive questions): Nell toi hie'u
dllng y anh/ch] thl van de nhu Ihe nay ...
Can Chll Y trong qua trlnh phong van dinh tinh (thao lu~n), nha
nghien CUll bilt ,rau b~ng nhfrng cau hoi tong quat, dan dan di hcp va
sau vao van de can kham pha (Ilinh 3.6). Bang 3.1 torn lill so sanh
giua hai dang nghien CtILl: dinh tinh va dinh luong.
Hinh 3.G.Mll'Clong qual ella cau hoi theo Iie'n dl} phong vfin
lOB Phu'(JI1gphap nghien cuu khoa hoc trong kinh doanh
Bang 3.1. Ky thu~t thu th~p dfr Ji~u dinh tinh va dinh hrcng
Dang nghien ciru
Pham vi so Djl111 I r[{lllg Dint: iinh
sanh
Luong hoa cac d~e Tim hie'u sau cac d~c tinh
tinh ella hanh vi cua hanh vi
Ctiel, liep CQII C.1Utrue ch~t roe Linh hoat thong qua thao
thong qua ph6ng lu~
N
van
Kith tJlllac lllfill L&n Nh6
Phuong plltif' Thuong lit theo xac Phi xac suat
chon IIIflll suat
Kg niillg pll(ing Khong doi hoi ky Doi hoi ky nang cao
va,rlthno IlItJlI nang cao
Thoi gian Ilhong Tuong doi ng~n Tuong doi dai (thuong nt'
van (thuong duoi 45') 90' den 120')
Ngu(ln: Davis & Cosenza (1993,303).
4.3.1. Quan sat

Quan sat 111mot cong rat thuong dung de thu thap dli' lieu trong
C\J
nghien ciru dinh tinh. Ciing chu y them, thuat ngfr quan sat
(observation) a day c6 nghia Iii thu !haP dfr lieu thong qua quan sat>
(bAngm~t).Quan sat co nhi'eudang khac nhau nlur sau:
1. Tharn gia nhir mot thanh vien (the complete participant):
nha nghien ciru tham gia nhir la mot thanh vien (doi tl10ng
nghien ciru) va khong cho cac doi tl1c;mgnghien cuu nh~n ra
minh la nha nghien ciru. Trong qua trinh tham gia nhir mol
Ihimh vien, nhit nghien ctru chu dong quan sat hanh vi, Ihai
) nlU~tnSlr quan s,lt con co nghia chung, do 11lchi eho tat ca cac phuong
ph;\p thu th~p dlr li~u.
CI1lI'0'I1g 3. Phuong phrip <1inh tinh 109
dQ, vv. cua cac doi h.rqng nghien ciru khac de thu th~p dCf
liqu.
2. Tham gia chit d(>ng de qum sat (the participant as
observer): Nha nghien dYll tham gia nhir Iii m(lt d5i nrong
nghien ctru (vd, khach hang) nhung cho cac thanh vien khac
biet minh Iii nha nghien eCru.
3. Tharn gia th\l dQng de' quan sat (the observer as participant):
Nha nghien ciru tham gill nhung chi thu dong va muc lieu
ehinh Iii quan sal (chu khong tham gia nhir mot thanh vien
thuc thu).
4. Quan sat Ihuan Illy (the complete observer): Nhll nghien
cuu Iii mot ngU'(Jiquan sat (dung ngoai qum sat), khong
tharn gia nhu' mOl thanh vien, du Iii chu dong hay thu dQng.
ThLI th~p dll' li~ll b~ng quan sat co mot so U'U va nhuoc die·m.
Quan silt gillp chung ta thu nh~n dLI'Q'e kien thirc dau tien (firsthand
knowledge) ve van ere nghien cuu. Han nira, chung ta nhan dang
duoc thu'c t~ ve ngil' canh, thai gian. Tuy nhien, n6 cling co mot s5
nhuoc d iC'mnhu kh6 khlln trong quan h~ de duoc tham gia quan sat,
s~p xep phu hop thai gian de' tham gia cling Iii nlurng van de can
quan tam. Han nira, trong nhiell tinh hllong te nh] chung ta khong
the'quan sat duoc,
4.3.2.ThilO lu~n lay doi

Thao lu~n tay doi III k)i thu~t thu th~p drf lieu thong qua vrec
thao lu~n giCr;!hai nguoi: nha nghien eUu va doi hrQ'ngthu th~p dCr
liqu. Thao lu~n lay doi thuang duoc cac nha nghien cUu Stf d\1I1g
trong cac truong hop sau (Nguy€n OWl ThQ & Nguy€n Thi Mai
Trang 2009):
110 Ph'tong phap nghien ciru khoa hoc trong kinh deanh
'I. Chu el'e nghten CLI'1.1 mang tinh ea nhfin cao, khong phil hop
cho vi¢c rhao 11I~ntrong moi trLrcmg tiip the (nhu trong thao
Iuan nhorn). Thl du nhu bang v~ sinh phu nCr, tili chanh ccl
nhftn, bao cao su ke hoach gia dinh, vv.
2. Do vi tr[ xii hOi, nghe nghi~p ella dOl nrong nghien ciru nen
rat kho moi ho tharn gia nhom, Thi du nhir doi tuQng
nghicn ciru lit cac giarn doc, \'V.
3. Do canh tranh ma doi ttrqng nghien cuu khong the' tham gia
thao Illan nhom. Vi du nhir th] mrong nguyen v~tli~lI trong
th] truong san phil'm cOng nghi~p, cac cong Iy khong muon
cho dO'i thti canh tranh cua rninh biet duoc thai QQ, hanh vi
CUll minh, VV,
4. Do Iinh chuyen man cua van tfe nghien ciru san phil'm rna
phong van tay doi rnoi co the' lam 1'6 va dao sau duoc
du' li~u.
Thao Iu$n tay doi cung co nhieu nhuoc diem. Tlur nhat Iii thao
lu~n lay doi tOI1nhi'!lu the,i gian va chi phi hon so voi thao 1L1~nnhom
cho cling m~1 kich thll'6'c m~u, Hon nih, do V~llg m~t cac nrong Me
(peer interaction) giu'(1 esc doi tW,mg nghien CLfU (khong nhu trong
trll'lmg hop thao Ill~11nh6m) nen nhi'ell trtrong hop du' Ii~lI thu th~p
khong sall va kh6 khan trong vier di~n giai y nghia (phan tfeh dCr
Ii~ll d [nh tinh). Tuy nhien, do tinh chat d~ tiep Can doi nrong nghien
cuu va co the' dao sau nhfrng van de co tinh chuyen mon cao nen
duoc SlYdung pho bien trong nghien ciru han lam.
4.3.3. Thao lu~n nh6m

Thao luSn nh6m Iii ky thll~t thu th~p dCf li~lI pho bien trong d\r an
nghien elnl djnh tinh (Morgan 1996). Vi~c thu iliap dfr li~u duoc rhuc
hi~n thong qua hlnh thLrc thao lll~n gifra cac doi tuong nghien elnl
voi nhau duoi S\1 dfu1 huang rna nhl1 nghien clru. Nhll nghien clru
CllI.t<IngJ, "Imong ph6p d i 1111Ifnh I'll
trong truong hop nay ducc g<.>iIii nguoi dieu khien chuang trinh
(moderator/facilitator),
Trong qua trlnh thao 11I~nnha nghien ciru luon tim each dao
sau bAng each hoi gO'i y true tiep cac doi nrong nghien ani nhAm dful
huang d10 cac thao lu~n sau han, Nhirng diu hoi kich thieh thao
11I~n,dao silll gillp thu th~p duoc dir lieu ben trong cua doi tuong
nghien cuu, Lily vi du:
B~n co dong V \lefl quan diem nay khong? T~i 5<'0? Con gi niia khong?
Con ban Ihi "'o? C6 "hung y kifn "ilo khac khling? vv.
NgLI()idi'eu khil~'nchuang Irinh dong vai tro rat quan trong doi
v6i S~I'thanh ding ella thao Ju~n nhorn. DCI'lieu din thu th~p trong
cac ClIQC thao IlI~n nhorn co thoa man rnuc tieu nghien diu hay
khong ILly IhuQc rat nhieu vao kha nang ung XLI' cua ngll'oi di'(;u
khii)'n chuong trlnh. Nhu' da de C~PI nguoi dfeu khie'n chuang trlnh
Cllllg chlnh la nh~ ngh ien ell u, J-IQ thuc hien cong viec I'hiet k[{ n!Jhicn
cuu va Ir\IC I'iep tharn gia thu th~p dLI' li~u dong thai di~n giid y
nghTaella chu ng, Nghe thu~t kich 1'111c11 nguoi Ira [oi tham gia thao
111~n dLlng muc Hall nghien ciru III dfeL! I<i~ndin co cua ngu'oi cHell
khidn chuong trinh.
Tuyen chon doi IlrO'ng nghien ciru CLl11ggop phan quan trong
cho vi~c thanh cong cua thao lu~n nhorn. Khi tllyell chon thanh vien
tharn gia thao lu~n nhorn chung In din chu Y nhimg nguyen t5e co
ban sau:
I. Tinh dang nhal trong nhorn cang cao cang d~ dang cho vi~e
thao lu~n (Slr dung nguyen de: cUng nhom dong
nhii't-khac nhom d] bier).
2. Thanh vien dura Ilrng tharn gia cac cuQe thao lu~n 1110'ng tl!
tnroc day ho~c it nh1l1Iii lrong mot thoi gian nao do, thuong
la ttl sau thang den mot narn: nell khong, ho se Iii nhung
nguoi d~n dao nh6m.
3. Thanh vien dura quen bi!!! nhau: neu khong thl nhfrng
nglrm nay se thao lu~n liin nhau chir khong trao doi, thao
lll~n trong ca nh6m.
Thao lu~n nh6m diroc thirc hien (J nhfeu dang khac nhau.
Chung ta e6 the ehia ra ba dang chinh sau:
1. Nh6m tlurc thu (full group) baa gom khoang til tam den
muoi thanh vien tham gia thao lu~.
2. Nh6m nh6 (minigroup) baa gom khoang bon thanh vien
tham gia thao lll~n.
3. Nhorn di~n thoai (telephone group) trong do cac thanh vien
tham gin thao lu~n ve chu de nghien cuu thong qua dien
thoai hOi ngb] (telephone conference call).
4.3.4. Mf)1 51)chu y trong thu th~p du' lieu djnh tinh
ThL! th~p dO' li~ll
djnh rlnh (thao lu~n nhom, thao luan tay doi, vv.)
duoc slr dung I'ong rai trong nghien ciru him Iam rung nhu (mg
dung. Tuy nhien dln ChLI y day Iii dang nghien ciru chu yell la kharn
a
pha v6i dlr li~u dang djnh tinh. Do v~y, chung ta din liru y mOl so
diem sau day:
l. Chung ta khollg tI,t lallg kid: IIIm!c mall de' thay cho nghien
oru djnh hrong. Ly do Iii trong nghien cuu dinh tinh, miiu
duoc chon theo Iy thuyet (kheng thea phuong phap xac
suat) \loi rnuc tieu xay dung (kham pha) Iy thuyet khoa hoc.
Do v~y, tllng so kich thuoc miiu chi lam tiing chi phi, khong
gillp Ich gi nhieu cho nha nghien ctru.
Chuoug J, Plw(mgphilp dinh linh '113
2. Chung ta kM/lg f1lC'lrrl]ng !rOll k€~ qua nghien ciru. Ban d,a't
ella nghicn cuu dinh tinh Iii thu th~p dli' li~lI ben trong cua
doi 11l'0'ngnghidn cuu, Cai rna nha nghien cuu dIn 111y nghia
cua d If Ii~lI chu khong phai Iii nhimg con so tong quat h6a
ve th] tnTOng, Do v~y, cac dfr liell dinh IUQTlgtrong nghien
cuu dinh tanh khong co nghia gl nhieu. Lay vi du dang ket
qua "ket qua ella nghien ciru dinh tinh cho chung ta thily e6
30% nhan vien cho r3ng phong each lanh dao cua nha quan
trj d6ng vai tro quan trong den d{ing CC] lam viec cua nhan
vien" .
5. Phdn tich du' Ii~u djnh tinh

Trong nghien cuu, ti'ng dung cung nhu him Him, ngLfCrita ihuong
noi, dO Ji~LIdinh Itl'gng lien quan den cac con so, du' lieu djnh tinh
lien qll<1nden y nghia, Ban chat ella nghien ciru djnh tlnh lien quan
den qua trinh kharn pha doj tuong nghien cuu nghi gl va cam xuc
cua ho nlur the' nao chrr khong phai Iii viec SLYdung cac con so
ghi l',Ii
thai de. va hanh vi cua ho (Nevill & Maria 1999), Vi v~y, phan tieh dCf
li~lI dinh tinh 111 qlln trrnh di tim y nghia cua du' liell (data
interpretation; Auerbach & Silverstein 2003; Krueger 1998c),
Cling can nh~c lai la, khac vai qua trlnh thu th~p va phfin tich
du' li~lI djnh luong trong d6 buoc thu th~p va phan tich Iii hai buoc
tach r&i, qua trinh thu th~p va phan tich du' Ii~u dinh tinh khcng tach
roi nhau. D6 la qua trinh tuong tac qua lai voi nhau: Nha nghien cuu
thao luan voi doi nrong nghien Clrtf de thu th~p va phfin tich dCf li~lI
(tim hie'll y nghia cua dCr li~u), ticp rue thao lu~n va tim hieu y nghia
cua no. Qui trinh tiep di~n den khi dar diem bao hoa (khong con gi
them de dao s.;u hon nira; Hinh 3.7), Nhll v~)', ch(mg la nh~n thay la
trong nghien Cll'll djnh tinh, nrong I\r nhU' trong qua trinh chQn m~u,
die"mbAo hoa d6ng vai tro quan trQng trong thu thap dCf li~lI.
114 Phu'ong phap nghien "ll'L1khoa hoc tl'ong kinh doanh
Hlnh 3.7. Thu Ul~pva phan tich du' li~l1 dinh tinh
Phan tich
Doi tU'llng
nghicn cuu
I DO'L1~U I
Thlllh~p
Phan lich dLf li~t1 dinh tinh bao gom ba qua trinh CO' ban (Dey
J993) va cl.) qu,m h~ m~t I'hiet vai nhau, do la, ("I.) 010 til hi~n 11.1'(;mg
(phenomenon description), (2) phiin loai hi~ll nrong (phenomenon
classification), va (3) ke'I' noi cac khai ni~m Iai voi nhau (concept
connection; Hinh 3,8).
5.'1. Me ta hi~n hl'Q'ng

Cong vi~c d5u tien ella phan tich dinh tlnh 1arno hi hi~n urong dang
duoc nghien cuu, M6 ta dung de' di~n giai va thong dat nhfrng gl
dii/dang diCm ra, Dir li~u luon chua d\mg cac khai niern nghien cuu,
Vi v~y qua trlnh mo ta dl! li~u giup chung ta kham pha cac khai
ni~111nghien Cll'LI(111Qtthanh phan quan rrong cua 19 thuyet) de lam
co 56 trong qua lrlnh xay dung khai niern va Ii thuye't.
Cllllll11g 3, I'htl'ong pluip djnh lfnh 115
Hlnh 3,8, Qua trlnh urong tac trong phfin tich dinh tinh
Mota
Kclnoi
Ngu'On: Dry (1993, ~ I),
Mu In hi~n tuong luon dune lien hanh khi b~t dau du an cH!'
phat hi~n khni ni¢m (lhu(JC tinh va cap dO cua chung). Qua trinh nay
siSgiup cho nhb nghicn ClI>U cCJducc each nhln tong quat v'e dLI' li~lI,
Nh6 I~i In thu th~p va ph5n tlch dll> lieu dinh tinh khong tach roi
nhau, V'I v~y, khi dfr li~u moi den, d~c bi~t lil co su khac bi~t v(Ji du'
Il~tl hi~n co, mo hi hi~n ILI'ong't' giup chung ta phat hi~J1co s~)'xuat
hien cac khai ni~m moi hay khong,
Me, til hivn tuong lil vi~c lim1 it tao s~r chu y
trong nghicn CUll VI
nlueu ngtroi cho r&ng day Iii muc thap nhat cua san phfirn nghien
cuu. Tuy nhicn, mo ta hi~n tuong nghien elm mi,\t each day till va he
Ihong lit viec lam can Ihiel lrong phiin tach dii li~u dinh tinh, Hay noi
each khac, 010 til hien tU(1ng dlit nen rnong cho phan rich. Cach lam
nay duoc gQi 1,1 1110la sau (thick description), H(1n ruia, cong vi~c
nay hoan toan khac voi vi~c phat bieu lai cac hien nrong, thuong
duoc gQI Iii 010 ta nong [tlun description; Denzin 1978; Cecrz 1973),
Nhu' d:i gi6i thi~u, trong nghien ciru dinh tinh, diell ki~n din
eho IllQI nghien ciru dat chal hrong cao Iii nhil nghien ctru vira Iii
116 Phuong pMI' Ilghien ciru khoa hoc trong kinh doanh
nguoi tT~I'C tiep thu th~p va phSn rich du' Li~u. Ly do la y nghia dll'
Ii~u djnh tinh phu thuQc vao nmg ngll' canh cu the' (context
dependent) va khong phili luon luon duoc di~n til b~ng lUi. Hang
loat cu chi, nth m~t ella doi hrong nghien ciru, fun di~u ella lUi noi,
vv . trong qua trinh thao lu~n, nha nghien CUll phai theo d6i de hieu
va mo ta l(,Iiduoc nhfrng y nghla ve cac phat bieu ella doi nrong
nghien ciru. Vi Iy do nay, trong nhfcu truong hop, nha nghien cuu
phai dung them cong cu tro giup nhir ghi fun (trong thao lu~ tay
doi), ghi hlnh (trong thao lu~n nh6m) va nha nghien cuu can thee doi
I(,IiIrong qua Irinh phSn tkh dli Ii~u. orr li~lI thu th~p duoc ham
chua cac khai ni~m nghidn cuu, Qua trinh mo tii hien tuong chung la
se nh~n duoc cac khai ni¢m chira trong dir lieu, minh hoa trong Hmh
3.9,
Hinh 3.9. Oft li~u va khai ni~11lnghien ctru
on li~u
- thu U1~p
.[
Khai ni~m
A,8, C, vv.
chua trong
lIii li~u E
Strauss & Corbin (1998) g9i qua !rinh rn6 tii hi~n nrong Jil qua
trinh ph<ln tieh rn6 (open coding). Qua trinh nay bao gom vi~c phat
trie'n cac kha! niem, de thuQc tmh (properties) cung nhtr cap dQ
Chuoug J. I'IW<1l1g ph6p djnh tinh 117
(dimensions) ella chung, U1YVI du khai ni~m "qua tai cong viec" ella
nhan vien thl muc do
thub-ng xuyen la mot thuoc tinh ella n6 (nhfin
vien thU'(mg xuyen b] qua tai hay khang)? Luc nay, dip dQ ella khai
ni~m la Ilion Ilion ho~c thinh thoang (b] qua tai cong viec),
Delam dvoc van de nay, Mil nghien cuu thuong xem xet
nhrmg van dc sau trong qua trinh phan tid) dli Ii~u:
1. Dfl li~u n6i len cai gl?

2. Nhung gl (van de) xay ra? Ai c6lien quan?
3. HQ xem (dinh nghia) nhl'rng van de d6 nhu' the' nao?
4. Chung c6 y nghia gi doi vai he?
5. Nhung ngu'ai co lien quan lam gi?
6. Nhu'ng van de xay ra (djnh nghia) nhu nhau hay khac nhau
doi vI.}iho?
7. I<el qtlil CLIO chung: giong hay khac nhau?, v v .
5.2. Phfin loai hi~n hl'Q'ng

Sau khi mo lei cac hi~n ruong, nha nghien nell tien hanh phan 10111
hi~n ruong, S~p xep dtl li~u thimh nhirng nhom/khai ni~m dua vao
tlnh chat va gi6i han cua chung, S~p xcp, phan 10?i cec hi~n tuong
thanh III ng nh6m c6 eung nhC'mg d~c tinh chung de tao thanh cac
khai ni~rn v~ cac thanh phan ella n6 (khai niem con) va so sanh
Chllng vo-i nhau, Vi vay, nell dli lieu khong duoc x5p xcp m(H each c6
he thong, Chlll1gta sc khong biet mung ta dang phan tich cai gi va rilt
kh6 kharn pha ra cac kha] OI~mchua dung trong dfr li~u (Hinh 3.10).
Strauss & Corbin (1998) goi qua trlnh phan loal hi~n tuong lit
qua trinh phfin tieh t~p trung (axial coding) bao gom viec phat trie'n
cac khai ni¢m nghien cuu va cac khai ni~m con cua chung. Tiep theo
Iii cong vi~e kel noi cac khai ni~m chinh voi cac khai ni~m eon lai voi
nhau.
I l!l Phuong phap nghien cuu khoa hoc trong kinh doanh
Hlnh 3.9. Phan loai kh5i ni~m
Phan loal khai ni~m

(tfft cit cac khai niern co the c6)
I
Khai ni~m A Khalni~m B Khaini~mC
(cffp dQ/lhuQc tinh) (dip dQ/thuQc tinh) (cap dO/thuQctinh)
I I
I KI iii ni~m ron
AI
Khai ni~m ron
A2
Khai ni~m con
A3
5.3, Ket noi du' Jj~u

Sau khi m6 tei va phfiu loai del' li~tI, nha philn tich din lien ket cac
kh,1i ni~m nghi6n cuu l'ili voi nhau. Chung ta nho lai mot lil Iy thuyet
I11QIl~p cac khai nii)1111ien h~ vai nhau tie tao thanh mOt h~ thong
nh51llgiai thlch va du bao de hi~n ruong khoa hoc, Vi v~YI qua trinh
k&'tnoi dll' lie~1 chinh lil qua trinh ket noi cac khai niern thanh mOl h~
thong co logic de' gicli thich va du' bao cac hien tw;mg khoa hoc.
511'<111$$ & Corbin (1998) goi Iii qua trlnh phan tich chon IQe
(selective coding) bao gOI11cong vi~c tCinghop (integrating) va sang
loc (refining) cac khai ni~m de tao thanh 1'1thuyet, Trong qua rrlnh
ph5n tich nay, nha nghien cuu din ehll y den moi quan girl a cac he
hi~n 1I.rI.mg(kh.ii ni~m) v6i nhau [chung qllan h~ v6i nhu the nao")
va bien thWn ella chung (vd, nhCmg gi xay ra neu ... 7 Chung (hi~n
urong, S\I ki~n) thay doi nhir the nao?, vv.
On luu y r3ng, mo tei va siip xep dfr li~u luon luon co muc dieh
(1,1 the. Trong nghien ciru djnh tinh de' xiiy dl,l'T1gIy thllyet khoa hoe,
mo tei va s~r xcp dlr li~lI voi m\IC dich Iii phat hien cac khai ni~m eho
Iy thlly1!t se duoc xiiy dung. ]\ha nghien elm luon dinh hirong eho
Chuonb 3, I'hu'ong phtlp djnh tinh 119
c(ing vi~c phfin tich drf lieu dinh tlnh la khai niem nao an dura trong
nh6m drf li~u dii thu th~p nay? Dil du du li~ll de dua ra khai ni~m va
lien ket ChLlI1glili vcri nhau chua hay din phai tien hanh thu th~p
them nu'a?
Hinh 3.11. Phan tich dfr li~u djnh tinh: rna hlnh !trang tac
KeJ 11m
Mil ttl
K{!I rriJi
Mii Iii
VI v~y, trong qua trinh thu th~p va phan tich dfr lieu, nha
nghien CtXU thuong t~r d~t ra cho minh cac dIu hoi d~n huong de
chon m5u, vd, Khai ni~m da phat trien day dll? C6 can them du li~u
khang? Neu co, thl Ai? Khi nao? a dau? vv. Va, qua trlnh ma ta,
phfin 10\1i va ket noi dLI Ii~u la mQt qua trlnh luang lac v6i qua trlnh
thu th~p dfr Ii~u (Hinh 3.11).
120 Phuong phap nghien cuu khoa hoc rrong kinh doanh
6. Vi du minh hQ3 nghien cuu dinh tinh

Daengbuppha & ctg (2006) su' dung pmrong phap GT de lllO hlnh
kinh nghi~m du khach cua cac khu di san v6i cac cau hoi nghien cuu
sau:
1. Du khach trai nghi~m vii luang tac vOi di san nhu the nao va
chung c6 y nghia gl?
2. Du khach cam nh~n di san va tuong tae cua ho voi di san nhu the
nao?
3. Nhung yeu to nao anh hu6ng den kinh nghi~m du khach?
Hinh 3.12. Cac blroe nhu diu du Iich va buoc nghien ciru
Phuong phap Cf
Thuth3p Danhg,,1
Nhu <.'ilu Quyet Chuan bit
danh gia
du lich dinh Kinh nghi~m thoa man
th6ng tin
DO; xuill mo hlnh ve

kinh nghi~m tuong tac
va hanh vi du khach
Nguon: Daengbuppha &< ctg (2006, 369).
Nh6m tac gla d3 giai han nghien elru btroc chuan bitkinh nghi~m
trong cac buoc cua nhu diu du lich (stage of tourism demand) voi
muc tieu la xay deng mo hlnh ve kinh nghiem tuang t,k va hanh vi
cua du khach (Hinh 3.12).
Chirong 3. rhuonB phap djnh tinh 121
Mo hinh nghien cuu bao gom hai buoc chinh: Buoc I, phuong
phap Ethnography, trong do nha nghien CUll tham gia vao qua trinh
tham quan ella du khach de thu th~p dCf lj~L1thong qua ky thu~t
ph6ng van sau (thao lu~n tay doi), quan sat (quan sat voi tu each Iii
nguoi ngoat cuoc), va tharn gia quan sat (vira IIIdu khach vira quan
sat) de' thu th~p dCr Ii~u. Trong bUc7Cnay, cac nha nghien ciru Slf
dung phuong phap chon mliu 19 thuyet va phan rich mo (mo ta khai
nj~m).
Trong buoc tiep theo (Bucrc U), cac nha nghien cuu Slr dung
phong van nguoi trong cuoc (du khach) de' xay dvng buc tranh tong
the ve dja diem (di san) va hanh vi du khach. Phucmg phap phan tich
a bucrc nay Iii phan tich t~p trung (xay dung khai niern) va chon loc
(xiiy dV11g 19 thuyet). Ket qua ella buoc nay Iii 19 thuyet moi ducc de
nghi vb sau d6 CDC rae gia xcm xCI va danh gia I), thuyet da de ra etta
rninh (Hinh 3.13).
Hinh 3.13. Qui trinh nghien ciru
PHUONGPHApGT
Van de nghien CLI'LI
Cau hoi nghien cuu Buod: Ethnography
Tong kct so bQ Iy I'huy~t f- Phong van salt/Quan sat/Thamgia quan sat
Danh gia phuong phap C1l911111 II 1)/ thuye~-Ph An tIc/lllli!
Chon phuong phap GT
BltUclJ
Ph6ngvan
ngooi trong eUQc
Phachoa tong quan
- Nghiencuu so sanh
Kiem ITa khai ni~m
Phiin lieh t~ptrung ~ Chon IQc
ve di sanvil hanh vi
du khach
.a.
Ly thuyel de nghi
Xemxct I~iva danh gia

122 l'lnrul1g phap nghien cuu khoa hoc trong kinh doaoh
Nguon: Dacngbuppha 8< erg (2006. 372).
Sau khi phan tich, nhom tac giil aa dua ra mo hlnh (Iy thuyet)
bieu dj~n moi quan h~ gilf3 cac khai niern sal! (H\nh 3.14). Nhu v~y,
ly Ihuyet c:'h.rqexay dvng theo phoong phap djnh tinh la Iy thuyet
duoc xay dung theo qua Irinh (M(il so
du li~u va ket qua philn rich
ella nh6m tac gia ducc Irinh bay trong Bang 3.2.
Hinh 3.14. Ly thuyel ve kinh nghiem du khach khu d.i san

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djnh l Nhimggl dangdien ra l b~u tieu dung
Nguon: Daengbuppha & «s (2006. 384).
Chuong 3. I'huong ph6p djnh ifni, 123
Bang 3.2. Minh hoa dtr li~u va ke'l qua phan tich
DiI' li~u
Day t(rng la mot Ihll do. No Iii Ihll do va ly do tham quan:
101thieh no (thich thLI - fam co cua dja Thich thu ve do co
diem). Dieu nay rilt quan trr,>ng(rmrc y
Thich tIlu ve van hoa
nghla cua no). Nhfrng gi mang tinh colla
hap d5n (cO - thlch thu), 1100 ntta, van de D~ctnmg cua kien true
v.in hoa: kic'u deh kien true chfiu A. no ly do g;k vo; dja diem:
khong )~iong ch:1l1 Au (van hoa, kien true Dia diem chfiu A
.tiie Irung chall A). Nhung 6 day, vi thai
Kinh nghi~m moi: tin
tie't lam tim hili chung (khil nang bi lur
nguong khac
hai) ...
Kinh nghi~m ve van hoa
ehau A...
T6i thlch X(!111 1111il 111.:)nai mnng tinh lich ly do tham quan:
su' l3~ntoi d5 den Thai L~I' nbung toi biet Tharn quan di tich Ijeh SLI'
rot ft vc XLI"so nily (truyen mi~"g). Tol
Thong tin:
muc{11 den xem ..• Toi xern sir xuong cap
run mQt so di san Iren I i vi... gio"g nhu Truyen mi~ng
Angkor W"t (thich rhu I1hfrng d]a diem Chuong trlnh TV
lich Sll'· anh hu6ng bt'i TV) ...
Toi co co he>iLie ~(rrhllllg. Vi~cnay rat thu Tuung tac v~t chill
vi (so v"o di sil" Iii mill kinh I1ghi~mth{1 (physical interaction): Sb
vi) vi toi thich ~ir m(l cac v~t. Sa vao cue m6
d<ld5 1..6himg 1,'lIm tuoi. rh~t Iii tuy~t Cam nh~n tuo;
(earn nil,,11 d(>tlliii cua c.Ja). Toi I1ghi rAng
Khong gay hu hai
t',i, hon tI.i nil)' ... nhung thoi tiet vii rmra
se lam sach ch(lIlg (su chung khtmg hai Thai dQ du khach g~n voi:
b;\I1l:jthoi lIet). I<:hi"lI1gbiet minh en lam Twin thu qui dinh (hieu
hal chung kh6n~. '\leu chiang dUQ<bao biel)
Ion lrung nh.i kmh thi chung ta khong the Quan tam den hl' hong
so. 11I'ang,Ic bao <juan chung (mung muon
ItI,1n theo qui dmh]. "hung a day. "1 lhoi
ti~t lam tim hai rht'mg (kIM nang bj htr
h~I)...
Ngu(ln: i),wngblll'ph., &. dg (2006. 378-79)
124 Phuong phap nghienelm khoa (we trong kinh doanh
Nhu chung ta dfi bie't, rna hinh (ly thuyet xlly dung b~ng
phuong phap dinh tinh) la
mQt t?P hop cac gia thuyet Iy thuyet
(propositions). VI va,y, de xay dung ly thuyet, chung ta tien hanh xay
dung tung giit thuyet trong qua trmh nghien ciru (thu thap va phan
rich dii li~u), Lay vi du, Eisenhardt & Bourgeois (1988, 742-43) xiiy
dung Iy lhuyet trung gian (midrange theory) ve m~t chinh tr] trong
quyet djnh kinh doanh nhu sau:
...Nhi'eu Iilc gi<lcho r~ng chinh tri "wil hi~n khi quyen h,e duoc
phan dIp (decenrralized: Dean & ctg 1987; Hage 1980; Pfeffer
1981). Khi cac Ihanh vien ra quyet djnh co quyen lire nhir nhau,
cac thanh vien t~p hop lai de' tac dOng vao qua trlnh ra
'luyel djnh. Nguoc lai, khi quycn lu'c tap trung cao, dO'i
khang (conflict) se chlm I£lng vii viec Slr dung chinh tr] trong ra
quyet dinh sc giam thea (Pfeffer 1981) [tac gia tong ke'l Iy
thuye't da co].
DCI' liqu trong nghien CLI'U ella chung loi cho thay van de
nguoc lai, M~c d~1doi khill1g rat quan trong, su mat c5n b~ng
Cjuycnhrc (power imbalance) 111 dif)'m then chot, D~c biet, viee
Slf dung chlnh tr] coquan h~ ll1~t thiet voi vi~c ra quyet dinh
trong di~Ll ki~n t3p rrung 'luyen I\I'C, chu kh6ng phai voi ra
<iLly'::t djnh trong (lreu ki~n phan tan quyen II,I'C.., Itac gia neu
sV'doi khang voi Iy thuye! da c6 de dua ra gia thllyel].
Chi Ihuyet: S!f /~JI IfIIllg Qlly't,711 11(Ccatlg C(lOcho CEO tlli vi~c SIr
dllllg chlnl: Ir; trong V,11l qllilll Iy ciip cao khi ra qllyer dinlt eilllg ClIO,
7. Cia tr] ella san pham dinh tinh

Trang nghien ciru, tinh lin hr6'I1g (trustworthiness) dong vai tro
quan trong de danh gia Iy thuyet O\1Q'cx1iydt,mg (Iy thuyet duoc xay
dung c6 dang tin de gi<ii thich va d., baa cac hi~n tU'QIlgkhoa hoe
khong?). Shah & Corley (2006) tong ket nhfrng ky thu~t de dam baa
tinh tin tu'6ng eua nghien cuu dinh tinh, trlnh bay trong Bang 3,3.
Chuong 3. Phuong phap djnh tinh 125
Bang 3.3. K)' thu~t dam bao dQ tin trong nghien ciru dinh tinh
Tie u ch uiln Ticll chufin Cong e", de d~t duoc dQ tin tU'Ong
Iruy'i!n lin c~y
Ihong (djnh tinh)
(djnh
hrqng)
Cia tr] nQi Tin c~y Tham gia IIVC tiep vao hi~n tnrimg
(internal (credibility) (field engagement)
validity) Da dang dll' li~u (data triangulation)
Kiern tra ngoai (peer debriefing)
Kicm tra nQi (member checks)
Cia tri Xuyen suOI Mo ta chi tiet khai niem va nhorn
ngo~i (transferability) Cau true va qua trinh phan anh trong
(external dll' li~u
validity)
DQ tin c~y PIW IhllQc Milu theo muc dich xily d~rng Iy thuyet
(reliability) (dependability) Cill' kin dOi tU(,mg
[(iem tra qua trlnh thu th~p, quun Iy,
va philn tlch dU'lieli
Tinh khach Khdng djuh TI rni va chinh xac trong quan Iy thu
quan (confirmabllity) th~p va ghi nhan def 1i~1I:
(objectlvlty) 'trong (IUa tr; nh quan sal
'trong quyet djnh ve Iy thuyet va
phuong phap
'chi tiet trong tiep XLIC phong van
Nguon: 1)\1,1 theo Shah & Corley (2006. 1830).
Theo Iruyen thong, dua vao h~ nh~n thuc khach quan hay thuc
chung, d~e biet Iii trong thlt nghl~m (experimentation), khi danh gift
nghien cuu, nha nghien cuu thuong dVa vao gia trj ni;)i (oi;) chinh xac
cua nghien cuu), gill tr] ngoai (tong quat ket qua cho thi InrOng th~t),
d{) tin ~y (tinh dong nhat ket qua khi I~p lai nhieu ran), va tinh
khach quan (dQc l~p voi nha nghien oru). Irong nghien ciru djnh
126 Phuong pMp I'lghien ciru khoa hoc trong ki 1'111
doanh
tinh, dua vao h~ nh~n tlurc d1U quan hay di~n giai
(interpretationism), nha nghien oru dua vao neu chuan tin c~y, baa
gom tinh tin c~y, tinh xuyen suot, tinh phu thuoc, va tinh khang dinh
de' danh gia gia tr] va do
tin c~y cua Iy thuyet khoa hoc,
Neu so sanh ba tieu chi pho bien trong danh gia ket qua nghien
CUll dinh IUQ'ng(trinh bay trong chuong tiep theo), d6 la, (1) do tin
c~)', (2) 81a tr], va (3) tinh tong quat hoa, thl trong nghien ciru dinh
tinh, ba tieu chi tuong duong de' so sanh ket qua nghien ciru Iii (1)
tinh thong dat, (2) tinh g~n ket, va (3) tinh xuyen SUO! (Bang 3.4).
Bang 3.4. Dinh tinh va dinh luong: lieu chi danh gia
Djnh hrong: Khach quan Djnh tinh: Ly giru duoc
(objectivity) (justi fi abi lity)
D(> tin c~y (reliability]: nhu Thong dat (communicability): ccc
nhau cho cac f:in l<ip loi «(lieu khai ni~m nghien cuu ro rimg va co
ki(\n can) nghta
Gia tr] (validity): do luang dLlI1g G~n ket (coherence): cac khai ni~m
"Ii can do (d il'lll kien du) nghiel1 cuu g3n ket voi nhau => tao
thanh Iy thuyet (diu chuyen)
Tt>l1g quat h6<1 Xuyen suot (transparency): nha

(generulizablllryj: cho tong the' nghicn ciru khac co the n3m bllt duoc
=> kha nang Oili dien ella mau cac buoc de' dan den Iy thuyet duoc
x5y d~l·ng
8. De nghi nghien cuu dinh tlnh

De ngh! nghien cuu (research proposal) Iii mQt k~ hcach nghien ciru
trong d6 mo t.1 vii giai thich qua trinh nghien cuu mot each co he
thong de nh3m hieu b,e·t hi~n tuong khoa hoc can tlm hieu (Jy lhuyet
khoa hQC).De ngh] nghien ciru din minh chling ba diem quan trong
do la () nghien cuu xung dang duoc thirc hi~n, (2) nha nghien cuu
co du kha nang de thuc hi~n nghien oru, va (3) nghien elm co duoc
Chuong 3, Phuong phap dinh linn 127
hoach djnh 1'0 rilng va ch~t che de dam baa su thanh c6ng d1U d~r an
nghien cuu khong? (Marshall & Rossman 1999),
Trong nghicn cuu dinh tinh, ket dIU etta ban de ngh! nghien
CUllthuong linh hoat hen so vci mot de nghi trong nghien cuu djnh
luong (gi6i thi¢u (] chuong tiep theo). M9t cam tong quat, mot de
ngh] nghien cuu djnh tinh bao gam cac ph'lln co ban sau (1) gioi
thieu, (2) tong kct Iy lhllyel va (3) thje! ke va phuong phap nghien
ciru. Ngoili 1'<1, ere
nghi nghien elm eo the cO them ph'lln phu luc
(Marshall & Rossman 1999).
1. Gi&; ,Mill: Ph'lln giai thieu nham muc dieh giai thieu tong
quan v~ d~;\n nghien ciru muon de xliat rhuc hien. C~Ithe'
ph'lln nay gi6i lhiell van de, rnuc tieu, call hoi nghien cuu.
D~e biet trong philn nay din phai Jilin ro y nghia cua ket qua
nghicn cuu (du kien) de thllyet phuc ngu'0'i doc (vd, dong
gop ve
l11~t Iy thuyet. thuc ti€n, chinh sach, xii h(>i, vv.),
2. Tuilg ke~I!i IIwycJ: Phan tong ket ly thuyer

giai thietl CO' s& lS'
thuye'l 05 co vll chu de nghien ciru. Cling din chu Iii tongy
kct ly thllyct trong nghicn Cll'LI djnh rinh xay dung Iy Ihtlyet
khoa hoc, phfin nay ph.\i rnlnh chung duoc lit Iy thuyet dii
c6 chua gial rhich duoc, ho~c giili thich chua holm chlnh ve
hi~n urong khoa hQCrna chung ta <.1';' nghi nghien cuu.
3, TlliOI kc Vii Jl/llfl1l1g pluip IIg!rieli clnl: Phan nay gioi thi~u ve
each liep c~n (dinh tinh, (1,1 the' phuong phap) va bi~n lu~n
cho 51,1 phu hop ella each tiep c$n da chon. Tiep thea, gioi
thi~u ehi tiet ve thiet ke nghien ctru, phuong phap va c6ng
ql su d;mg de thu th;flp va phiin tich dlT lieu. Chu y thong
thuong, thiet ke' nghien ctru (dil Iii djnh tinh hay djnh
luong), efmg bao gom nhieu buoc. VI \'~y,din trinh bay chi
lif"t phrrong phap va cong qt, aja diem, doi tlf~ng nghien
cuu, \IV cho tung buoe "iI bi~n Juan tinh tin tuung (gia tn)
128 PhU'011gphap nghien ctru khoa hoc trong kinh doanh
ella ket qua thu augc cho tung bUGC va cho tong the' dv an
nghiell ciru.
De ngh] nghien eLru cang chi tiet cang tot, D~c bi~t la trong
nghien ciru dinh tinh. Trong nghien ctru dinh luong (trlnh bay (]
chuang sau), ng..roi doc d~ dang danh gia mot de nghi vi tat ca hau
nhu da dLtQC chi ro, phan nghien cuu dan thuan la thu th~p dli li~u
de kiem djnh ma hlnh Iy thuyet da diroc suy di~ tit Iy thuye't. De
ngh] nghien cuu djnh tinh khong nhir v~y, Khi chua thuc hj~n
nghien cUu thi chua c6 gi de' dam bao cho Sl,l' thanh cong cua nghien
cuu. Vi v~y, chung ta din bi~1l lu~n chi tiet nhirng gi chung ta se lam
va sl1thu duoc sau khi thuc hi~n de thuyet phuc ngirci danh gia (du
Iii hoi dong dLly~t de ngh] eho ILI~nan cua sinh vien hay hOi dOllg
thii'm dinh de ngh] de' tai tro nghien ctru: xem. vd, Orlich 2002),
elmong 3. I'hll'ong phrip djnh tinh 129
TOM TAT CHUONG 3
Cheong 3 nay gioi thi~u phuong phap dinh tinh dung de xay dung
Iy thuyet khoa hoc dua VaG qui trinh qui nap (nghien cuu ~ Iy
thuyet). I'!ghicn cuu dinh tinh co the' chia thanh hai nh6m: (1)
plnrong phap lu~n, bao gom hili phuong phap chinh do III GT va
phuong phap tlnh huong, va (2) cong C\I, baa gorn ba cong cu chinh,
do la, thao 111~nnh6rn, thao lu~n tay doi va quan sat.
M\IC tieu chinh cua nghien djnh tlnh III x5y dung I}; Ihuyet khoa
hoc dua vao qua trlnh. Vi v~y khi xac dinh van de nghien cuu va dua
ra muc tieu nghien CU'I din bi~n 11I~nde' d~n den vi~c sir dung
phuong phap djnh tinh. Van ae nghien ciru dinh tinh xliat phat
chinh til du' li~u va sau d6 chung ta so sanh l\'Iiv6i Iy Ihuyet. Vi v~y,
call hoi nghien cuu khong ch~t che nhu trong nghien cuu djnh
II1'~)'t1g,
Trong nghien cuu d inh tinh. Iy thuyet diroc Stl' dung rat linh
hoat, QUem 11'(;1I1gnhat la Iy thuyet se d5n huong ve nhu diu tlurc
lu~n nghien cuu djnh tinh. Tong ket Jy thuyet cling gop phan quan
trong so sanh vbi kct qua nghien CU'Lt.That su, ly thuyet d uoc
t1'(,)I1g
su d\l11g trong suot qua trinh nghien cuu dinh rinh va xay dung Iy
thuyet b~ng nghicn cuu djnh tinh la phuong phap xay dung Iy
thuyct thea qua trlnh. Qua trlnh nghien cuu dinh tinh Iuon luun 111
qll,j trlnh tuong tac giua nhit nghicn ciru, dL'Fli~u va I)' thuyet dang
xa}' dung,
Phuong phap phO'bien trong nghien oru djnh tinh de xay dung
ly thuyel khoa hoc III phuong phap GT: xay dung Iy thuyet khoa hoc
dua teen dli lieu thong qua viCe thu thaP, so sanh dCr lieu de' nh~n
dang, xay dung va ket noi cac khai ni~m vo; nhau de' t~o thanh Iy
thuyet khoa hoc.
PhU'(Jng phap tlnh huong cUng au'l7c Slr dvng phO' bien trong
nghl(!n ('uu tlJllh tinh. Qui trinh 'ily dung Ii' thllyet tiI tinh huong
130 Plmong ph;;P nghiiil1 elm khoa hoc trong kinh doa 11 h
duoc b~t dau b~ng cong vi~c thu th~p dCf li~u (drf li~u tnroc, I.>'
thuyet saul. Nha nghien ciru, trong qua rrlnh thu th~p drf li~LI,lien
tuc so sanh dll' lieu voi Iy thuyet. Drr li~u duoc thu th~p thong qua
mot tlnh hul)ng (mot canhan, mot to chuc, vv) hay nhieu tlnh huong.
Cong C\I thu th~p dCr li~lI djnh tinh la dan bai d5n hU'Ong thao
lu~n v6i ky thu~t chu yell Iii quan sat va rhao lu~ gilia nha nghien
ceu va doi tuong nghien ctru: thao lu~n tay doi va thao lu~n nh6m.
Chon m~u Iy thuyet duoc Slr dung trong nghien ciru dinh tinh,
Trong nghien Clru dinh tinh, phiin rich dCr Jj~lI la qua trinh di
tim y nghia cua no. Phan rich dir li~u djnh tinh bao gom ba qua trinh
co ban va c6 quan h~ m~t thiet vo] nhau, do la, (1) mo ta hi~n IUQ'ng
(phenomenon descrij lion), (2) phiin loai hiell tuong (phenomenon
classification), va (3) ket noi cac khai niem lai voi nhau.
San phdrn nghicn Cll'LIdjnh rinh, dua vao he nh~n thlrc chu
quan, duoc danh gia dua vao tinh tin nrong: I), thu)'el duoc xii)'
dung c6 dang tin da"giai thich va du bao cac hien nrong khoa hoe
khong? C\I the 111nhb nghicn cuu dira vao lieu chuan tin c~y, bao
gom tlnh lin e~YJ tinh xuyen SlIot, tinh phu thuoc, va tinh kh~ng djnh
de danh gia gi,) tr] va do tin c~y ella Iy thuyet dLfOCxay d\I'l1g b~llg
phuong ph;.\p djnh Irnh.
Cuoi cling, dl: nghi nghien ciru djnh tinh 111 mot ke hoach
nghien cuu trong d6 InO ta va giai thich qua trlnh nghien CLI'lImot
each co h~ IhOl1gde nh~m hiell biet hi('n tm;mg khoa hoc can tim hieu
(Iy Ihllyet I-h08 hoc). Ke't dIU cua ban de ngh] nghien cuu thuong
linh hoat hon so voi mot de I1ghi trong nghien e!hl dinh lU(,mg. Mot
cach ti')ng quat, m(lt dc ngh; nghien Ctlll dinh tinh bao gorn cac philll
C(1 b.lI1 ~.IU (I) gi()I thi~lI, (2) tong ket 19 thuyet va (3) thiet ke va
phuong phap nghien CttU

Chuong 3, PhU'!)l1g phnp djnh tinh 131
CAU HOI 6N TAp vA THAo LuAN CHUaNG 3
1, Nghien cou djnh tinh thllong duoc Slr dung trong nhirng d" an nghien
cuu na07 Vi sao phai sir dung nghien ciru djnh tinh thay vi nghien CUll
djnh IUQng?
2. Cho biet nhUng khac bi~t CCI ban trong nghien cou djnh tinh va nghiCn
ciru djnh luong?
3. Cho biet gieng nhau

S~I va khar nhau gifra phirong phap GT va
phuong phap tinh huong?
4, Cho biel l~i sao trong nghien cuu djnh tinh b5ng thao lu~n nhom, cac
doi ILI'(,'lngnghicn C(1'I.1 can co tinh dong nhat cao?
5, Chon rtl91chu (It: nghien cuu cnn dung phuong phap dinh tinh v~ xay
d\I'ng dl? ngb] nghilln cuu ve chi', de nay.
6, Chon m{lt ('hll de I,shien clhl v;, tlnrc bien chon miiu Iy thuyet cho
nghian cuu ella mlnh?
7. So sanh die'rn giong nhau va khac nhau trong phan tlch dinh tlnh: mo
la, philn I')\li va k~t IIfH?
8. Chon mQt chl' d'Cnghian ciru din dung phuong phap djnh tinh va thuc
hivn nghien elru nay: thu th~p, phan tieh dlr tieu vii bao cao ket qua
ngh..:;n cllU?
132 Phuong phap nghien ceu khoa hot trong kinh doanh
T AI LI~U DOC THEM CHlJ'ONG 3
Marshall CM & Rossman GB (1999), Designing Qualitative Research, 3"ed,

Thousand Oaks CA: Sage: Tat lieu nay gim thil:u nhung van de rat co ban
trong nghien CLrU djnh tinh tiTthiet ke den th~rc hien. Day Iii m(it sach giao
khoa nh~p mon vc dinh tinh.
Auerbach CI' & Silverstein LB (2003), Qualitative Data: An Introduction to

Coding lind AnalysIS, New York NY: New York Uni Press: Tai li~u nay giai
thi~u each phin tlch dinh tinh thong qua vi du minh hoa TO rimg va d~
hieu.
Denzin MK & Lincoln YS (2005, ed), The Sage Handbook of Qualitative

Research, 3"'ed, Thousand Oaks CA: Sage: Tai Ii~u nay gioi thi~u day dLI VI)
tI'LI'ong ph::!i dinh tinh, 1"11nhan thirc lu.)n, phuong phap lu~t1, phuong
phap, de'n nhlmg cong CI,I djnh tinh. Oily 111mot tai 1i~1I tham khao kh6ng
thl!' thie'u doi voi cac nhil nghien oru dinh tinh.
133
Chl(ang4
Phuong phap dinh hrong
Chuong nay giai thi~u cac nQidung:
1. Ng/lien ell'll dinh /U't,Jl1gIrong ki€iu dinh Ii} thuye~khoa h9C
2. Phuong phap klllio sal'
3. PhU'ong plrap Ih,i' nghi~m
4. De ngh; ng/lien ell'l, dinh tuong

134 Phuong phap nghien crru khoa hoc trong kinh doanh
1. Nghien tim djnh hrong trong kiem dinh Iy t!luyet khoa hoc
Nhu dfi gi6i thiCLItrong Chuong 1, nghien cuu dinh hrong thuong
dLfQC dung de kiem djnh ly thuyet khoa hoc dua vao qui trlnh suy
di~n (Iy thuyet _. nghiell cuu).
Phuong phap djnh luong la phuong phap truyen thong trong
nghien ciru khoa hoc, Khac vai nghien ciru dinh tinh, trong do dlT
Li~udircc dung de kham pha qui 11I~tcua hi~n nrong khoa hoc chung
fa can nghien MI, nghien aTU dinh luc;mgnhfun vao muc dlch thu
th~p dCfIi~udc' kie'm djnh cac Iy thuyet khoa hoc duoc suy di~n tlr Iy
Ihuyet da co (Hinh 4.1).
Hinh 4.1. Qui trinh dinh IlfQng kiem dinh I}' thuyet khoa hoc
,--------------, .
Khe hong::;:) diu hoi nghien cuu
T <a.:s
•••••••••••••
-
X5y dvng thang do
Kic'm djnh thang do
Kic'm dinh mo hlnh, gi<ithuyct
1.1. cac dang bien trong nghien ciru dinh hrc;mg

Trong nghien cuu dinh luong, cac bien nghien ciru bao gom nam
dang, do III (1) bicn phu thuQc, (2) bien dQc I~p, (3) bien trung gian,
(4) bien cHeu tiel, va (5) bien kie'm soar.
Chuong 4. "hoong phap djnh k1'\'Ing 135
1. Bien phu thuQc (dependent variables hay criterion

variables) Iii nhCmg bien rna bien thien (variation) cua chung
ducc giai thich boi cac bien khac.
2. Cac bien giiti thich SV' bien thien cia bien phu thllQc goi Iii
bien dQc I~p (explanatory variable, predictors hay
independent variables).
3. Trong nghien Clru co the co nhimg bien vira dong vai tro
bien dQc I~p vira dong vai rro cua bien phu thuoc, nghia la
no vira giai thich cho bien thien cua bien khac (dong vai tro
ella bien dQc I~p) va bien thien cia no duoc giiti thich boi
bien khac (dong vai teo bien phu thuoc). Nhimg bien nay
OIiOC goi Iii bien trung gian (mediating variables).
4. MQI 100l'ibie'n rhuong g~p nii'a h'ong nghien cuu djnh IU'Ql1g
Iii bien dieu tiet (moderators). Bien di'eu tiet Iii bien khong
Siai thlch bien lhien cua bien khac nhung lam thay doi moi
quan h~eLHIhai bien khac,
5, ClIoi cung, chung ta co nhirng bien khong phai Iii nhirng
bien chung ta nghien eLI'U (rnuc tieu nghien cuu cua chung til
kh6ng phai 111nhu11g bien nay) nhung chung ta v5n xern xet
vai IrQ cua no trong vi~c giili thich bien thien cua bien phu
thuQe. Cac bien nay thuong (nhung khong phai luon luon)
IIIcac bien mang tinh hie'n nhien, vd, gioi tinh, tuoi tac, nghe
nghi~p, vv doi voi ca nhftn hay qui mo, loai hinh so hiru,
nganh kinh doanh, vv cua doanh nghi~p, Cac bien nay duoc
goi 111bien kiem soat' (control variables), ChLlJ1gta kiem
soat cac bien nay de' xern xet giili thich ella cac bien chung ta
nghien ciru cho bien phu thuoc,
Ieh" y bll!n "ie'm SO.)Ilhe hien 6 nhieu dang khac nhau. a daychi gioi Ihi~u
mQI dang biC'" kie'm soal Ihuang dims Irong nghien CtlU dinh hrqng vo; dii li~u
k!laosat.
PI,ut'''g philp ngllicn cuu khoa hoc trong kinh doanh
Chuong 13, 14 va 15 gini thi~u chi tiet va each phfin tich cac
d,mg blt-'n 1),1 v,
1.2. Phuong ph.ip va cong cu nghien cuu dinh hrong

J\:ghil'n dill dinh IUQngbao g'6m hal plurong phap chinh, do Iii khao
~,lt (survey method) va thu nghiem (experimentation). ve
cong cu
thu th~p dll li~u, nghien CLl'lI djnh luqng Stf dung chu yell cac
phuong phap phong \'an: phung van true dien (face-to-face
interview), phong van qua di~n thoai (telephone interview), gUi lhlt
(mall SlITV!'V) va qua m'lng internet (electronic survey; Hinh 4.2). Cac
cOng C~I phSn rich du' li~u djnh Ilr(,mg ral da dang va pho bien la cac
phuong phap IhO'ng ke (dua vao phuong sail.
D~Ii1vao so 11I'O'ngbien phan rich, phan rich thong ke duoc chia
thanh ba nhorn, do la, philn tich (1) dan bien (univariate data
analysis) khi bien phan tich chi co mot, (2) nhi bien (bivariate data
analysis) nell chLlI1gLa co hili bien elll1g diroc phan tich dong thai voi
nhau, vn (3) eli! bie'n (multivariate data analysis) neu co n.hihl bien (>
2) cung d uoc phfin tlch. Tu y nhien, phan ttch Oil bien Iii dIng C\I
thong ke pho bien dlll1g Lrong kic'm djnh Iy thLlyet khoa hoc dua vao
phuong sai (gi6i thi~u trong cac ChU'0l1g sau),
Dua v~1O moi quan h~ cua cac bie'n, ngiroi ta con min ra thanh
hoi nhorn chlnh, bao go", ('1) phan rich phu thu';'c IBn nhau
(interdependence method) nhu phftn tich nhfm to
kham pha E.FA
(Exploratory Factor Analysis), phan tich nh6m CLA (CLuster
Analysis), va (2) phfin tich phu lhuQc (dependence method), trong
d6 cac bien dua vat) phSn tich bao gom hoi nhorn chinh, I1h6m bj~n
phu IhuQCva nh6m bi~n dQCI~p, vi du nhu phan tim hoi qui, phan
tieh phan bi('t \I1DI\ (Multiple Discriminant Analysis), rn6 hinh call
true Iu\,en nnh SE:V!(Structural Equation Modeling), vv (vd, Hair &
ctg 2006).
Chu(llIg'l 1'I,uI)llg pillip dlllh IL"?l1g 137
Du'a iheo rnuc do chinh xac va kha nang xu 1)' dung thO! ella
rno hmh do Iliong va rna hlnh Iy tl1llyet, cac nha nghien CUll cGn!\
chia die phuong phap phltn tlch da bien ra thanh hal the h~. Nhorn 0
the h~ thu nhat thuong khong nnh sai so do luang ella bH~ndoc lap
va khong ket hop XI1 Iy dong thili ca rno lunh do luang va m6 hinh 1\,
thuyet, nghla Iii phai phSn tich ehllllg dOc l~p nhau, vi du nhu cac
phuong phap phan tich trong ho hoiqui. Nh6m 0 the h~Ihu hai kct
hop ca rno hmh do hn'mg va mo hinh ly thuyet (m6 hinh diu true)
trong phim tieh Han mra, chung luon tinh toan cac sai so ella bien
dQc I~p. M6 hinh cau true SEM thuQe theh~ nay (vd, Fornell1982).
Hinh 4.2. Phuong phap va cong (\1 nghien ciru dinh IUQ'ng
Phuong phip
• Khao sal
• Thu nghi~111
Cangel,!
• Thu lh~pdu' li~ll
, [,hling van live di':'njdi~n thodijttmjintcrnel
• Xu Iy du' li~Ll
. Phfin rich thong ke dan bien-da bien
1.3. Dii Ii~uStl' dung trong nghien elm djnh Iuong

elmS nen nh3c I~i IIIkhi de ~p den nghien cuu, cluing ta dc c~p den
dll li~lI, nghia Iii thu Ihap dll lieu thuc te df!'xily dung hay kic'mdinh
I)' Ihu)'~t khoa hoc. Trong cQng dong nghien c(ru khoa h9C',hai thu:it
ngfl nghi,jn cu II va dll li~lI co Cling nghia nhu nhau: D (data) - R
(research). I\.ghicncu u g~n lien voi dll li~tl va dfr li~lI gAn li;:'n\ oi
nghil!n cuu (vd. Ehrenberg 199-1).
138 Plurong ph:lr nghien clnl khoa hoc rrong kinh doanh
Trong nghien cuu khoa hoc, van de d~t ra III phai thiet ke
nghien cuu phLI hQP d€!giiti quyet m\IC tieu nghien ciru mot each c6
hi~u qua nhat. Cu the', trong nghien ciru dinh luong, nha nghien oru
dua tren co s6 Iy thuyet de' xay dung mo hlnh nghien elru va cac gia
thuyet di kern. Cong vi~e tiep theo lil thu th~p dir li~u de kiern dinh
mo hinh Iy thuyet va cac gia thuyet de ra. Hay noi each khac Iii de
nghi qui lu~1 cua thuc Ie (reality) va kiern dinh qui lu~t nay tren co sCt
du lieu til thuc te (vd, Dubin 1978; Zaltrnan & ctg 1982). VI v~y, nha
nghien ciru din thu th~p du Ii~u va phan tich chUng de' kiem dinh gia
thuyet ve cac qui lu~1 nay. Chung ta co the' chia each thirc thu th~p
dli Ii~u de' kie'm djnh mo hinh nghien ciru va giit thuyet (qui lu~t)
thanh ba nh6m chinh (1) dU'lieu da eo s~n, (2) dli lieu chua co s5n va
(3) dir lieu chua c6 tren thi truemg (Nguy~n Dlnh 11102007a).
1.3.1. Du' lieU cia co s~n

Du' lieu trong nhom nay la dCI' Ii~llda duoc thu tb~p (secondary
data); ngbiil Ii:! chung dil eo s~n tren th] tnrong do cac ca nhan, 1'6
chuc nao do thu th~p cho rnuc tieu cua ho, chung ta sil' dung IGiicho
J11\IC tieu nghien CU'uella cluing tao Khi SLI'dung nhirng dtl' lieu nay,
chung ta c6 nhieu loi diem. Mot 111du' li~l1eta c6 sKn, nen thai gian v~
chi phi thu th~p se giam. Hai la, chung ta khong phai b~n Him nhi'Cu
den viec do lvong cac khai nj~m (bien) nghien CCfLI VI chung clii eo
53n. Tuy nhien, v(yidC'rli~ll dang nay, chung ta tlurong g~p kho khan
vot ba van de chinh, Thti>nhat, co mot so bien nghien ciru chung ta
din xem xct nhung chung khong co trong dfr li~u da co. Thu' hai,
rrurc do tin c~y ella ket qua nghien Clru phl,1thu9C rat nhieu den mlrc
do tin c~y cua du li~u da thu th~p nh\1l1g van de nay n5m ngo3.i tam
kiem soal cUa Chltng tao Thti>ba lit tinh c~p nh~t thap vi dlung da
dU'Qcthu th~p trU'o-cday.
\Ie m~t xlr Iy d~g dfr li~u nay (nell no phu hqp) chung ta chj
din dung nhung cong (\1 Ihich hgp, vi d1,lMU' mo hinh hoi qui, chu5i
Chuong 4. Phullng phap djnh tuong 139
thoi gian, mo hlnh ho logit, probit, mo hinh diu true tuyen tinh SEM,
vv, chung ta co the dat duoc ket qua voi dQ lin C?y can thiet.
1.3.2. h6m 2: Oil li~u chua c6 san

Nh6m du li~u nay hi~n di~n tren thi truong nhir chua ai thu th~p.
Khi dii li~u chua co s~n tren thi tnrong, chung ta can
phai thirc hi~n
cac khao sat, VI v~y, chung diroc gOi Iii du jj~u khao sat (survey
data).
Khi thuc hi~n nghien cuu su dung dir Ii~u i:J dang nay, cong
vi~c se nhi'eu han, phuc tap han, ton nhiell thoi gian va chi phi hon,
va dQ tin c~y cung se phu thuoc nhi'eu han vao ky nang cua nha
nghien CUll. Ly do la, bay gio chung ta can phai thiet ke cac thang do
de' do luong cac khai niOm I1ghi&n CUll. Day Iii mqt ceng doan quan
Irong Irong nghien ctru dang khao sal. Neu kh6ng c6 duoc thang do
c6 gia trj va tin c~y "h\ tat ca kCt qua tiep thea se khong co y nghia
I1hillu, Do v~y, chung LaCAn khau danh gi<l thang do, SLI' dung cac
cong C~I danh gia phu hop nhir Cronbach alpha, phan tid, nhan to
kharn phil EFA, phan tich nhan to kh~ng djnh CFA (Confirmatory
Factor Analysis), vv.
Tiep thea lil van de chon mau (sampling). Chung ta khong the
nghien ctt'l.l toan bi;) dam dong vi ton kern thoi gian va chi phi, V]
v~y, chon m5L1 d~i dien se giup chung ta dat duoc yell cau nghien
CLI'li nhung giciiquyet duoc van de thai gian va chi phi. Mot khi aa co
dCrliell d<)idien va do Ilfang dat ghi tr] va do tin c~y, van l1e tiep theo
cling nnu trong nhorn du li~u dli co: dung nhfmg cong cu thich hop
de XLI Iy nhlr rna hinh hoi qui, logit, ANOVA (ANalysis Of Variance),
ANCOVA (ANalysis of COVAriance), MA:--JOVA (Multivariate
ANalysis Of VAriance), 5EM, MOA, vv . 50 v6i nhorn tht.t nhat,
nghien ctru dang nay din nhieu thOi gian va chi phi cling nhtr doi hoi
them mOl so ky nang nghien ciru, d~c bi~t Iii thiet ke va kieomdjnh
thang do.
140 I'huong phap nAhien ciru khoa hoc trong kinh doanh
1.3.3. OU' I i~u chua c6 tren th] trucng

(\,h601 dlt li~Llnay hi~11t~i chua co tn~n th] truong, g9i Iii dff Li~Llthtl
nghi~m (experimental data). Di1li~u khao sat va dlr li~u thit nghi~m
la dll' li~Lldo nha nghicn cuu thu th~p de' phuc V1,1 cho du an nghien
cuu (\1 the ella minh nell duoc g<;>iIii du li~u S<J dIp (primary data).
L.ay vi du muon biet thai do va hanh vi cua nguot tieu dtmg doi
voi san pha'm moi 51? duoc san xuat va tung ra th] truong (san pham
rnui chua duoc tung ra thi tnrong nen ngtrbi tieu dung chua biet gl
ve no ca). So voi hai nh6m dau tien, nh6m nay phuc tap han nhieu VI
chung ta van phai din thang do va chon m5u nhtr nhom thLl'hai.
Nhung bay gi(Y, VI du' IiQu khong hi\!n co tl'en thi rruong nen chung
ta phai thie'l ke' cac thu nghi~m phu hop de' tao ra va thu lh~p dll'
li~Ll,VI v~y, van de d~t HI 111chung ta c'an cac phuong phzip thie! ke
thu nghi~l11, d~e bi~I' 111thu nghi~m thua so (truyen thong, I~I'Jchon),
vv, cfmg nhu cac phcp I'Lltgon chung nhu phep flit gQI1 true giao
OME!' (Orthogonal Main Effect Plans), phep rut gQn LMA (Louviere &
erg 2000), phep I'llI gon toi U'U (Street & Burgess 2007), vv.
Tuong tv nhu hai nh6m tren, khi da c6 dLr lieLi dal duoc gi<l tr]
va d(> tin e6y, vlln de XlI' Iy chung v&n tll'ong tv nhu hai nhom tren:
str dung rno hinh thich hop, d~e bi~t HI ho 1110hinh tuyen tinh tong
quat GLMs (Gencral Linear Models), vd, hoi qui, ANOV A, cho cac
tht'r nghi~m truyen thong va tllyen tinh tong quat h6a GzLMs
(Generalized Linear Models), vd, mo hinh logit, probit, doi v6i cac
thtr nghi~m I~rachon (xem, vd, Train 2003),
1.4. Van de va Iy thuye't trong nghien c\ru dinh luong

Ml,le dich cua nghien djnh IU'Q'I1g111kiem dinh Iy thuyet khoa hoe
(kiern dinh mo hinh va gia thuyet). Vi v~y can xac dinh van de
nghien cuu va dlra ra ml,lc tieu nghh~n ell'll phtl hqp eho phU'Ong
philp djnh IU'Qng.Nhu da gi&i thi~u (y Chll'(,1Ilg 2, van de nghien alu
Chuong 4. I'h\"O'I11\philp <lillh 1''';lIIg
djnh luong xuat phat tll' ly thuyel, nr thi mrong hay ca hai. Khac v\;,
tinh linh hoat trong phuong phap djnh tinh, trong phuong ph.ip
dinh lirong, van dc, m\IC lieu, diu h6i va giiJ thuyet nghien cuu duoc
xac dinh ro rill1g, chi tiet va ch~t che.
Khi xac djnh m\IC tieu hay diu h6i nghien ciru eho nghidn cuu
djnh luong, chung 101 thuong phai xem xet bien nao co quan h~ voi
bien nao hay giai thich eho bien nao, va bien n~1Oduoc giai thich boi
bien nao (Hinh 4.3). Hay n6i each khac, khi xem xer mO'iqUlU1 he giiia
X va Y (15')1 vi du X la bien dQc I~p va Y Iii bien phu thuQc), chung ta
din phai rra loi hai diu hoi g~n lien voi nhausau day:
1. l3ien x nay co giili thich cho bien Y nay, hay la no gi«i thieh
rho nhirng bie'n Y "no khac?
2. lJicll Y nay ell duoc giai thich boi bien x nay, hay Ii;,n6 duoc
gi;:iiIhfch boi nhemg bien x nao khac?
Hlnh 4.3. Xac dinh X va Y trong qunn h~ gifra X va Y
I. CIi" IIIii u'P X: 2. 0,,, 'I(!i v'i! Y:
X~V
V'
Y"
X?Y
X'
X"
Trong diu hoi thll nhat, chung ta t~p trung vao bien dQc I~p X,
xem xct n6 co giai thich cho bien phu thuQc Y hay khong, hay 111no
giai thich cho nhling bien Y khac nao do (vd, Y', Y", vv), leu n6 co
the giai thich cho Y nay (ehu khong phai eho Y nao khac) thi co so
nao (ly thuyet nao) cho ta duoc diCu nay? Trong diu hoi thrr hai,
chung ta t~p trung vao bit;'" phu thuoc V, xem xet no c6 phai do X
giai thich hay khang, hay 111no duoc giai thieh boi car bien x nao
142 Phuong phap nghien do, khoa hoc trong kinh donnh
khac (vd, X', X", vv). Cling nrong h,r nhir tren, nell no giai thlch bot X
(chir khong phai X nao khac) thl co so nao (Iy thuyet nao) cho ta
duoc dieu nay?
Lay vi du, trong mot nghien ell'll ve nang luc canh tranh o(ing
cia doanh nghi~p tai Vi~t Nam, Nguy~n Dinh Tho & Nguy~n Thi
Mai Trang (2010) dira ra muc tieu nghien clru nhir sau:
1. Kham pha cac yeu to vo hinh Iii nang luc dong cua doanh
nghi~p.
2. Xem xet tac dOng cua chung vao ket qua kinh doanh cua
doanh nghi~p.
Nell ehuyc'n rnuc tieu nghien cuu thanh cau hoi nghien cuu,
chung ta co:
'1. Cac yeu t5 vO hlnh nao cua doanh nghi~p Iii nang I\I'C d(mg?
2. Tac dOng cua chung vao ket qua kinh doanh cua doanh
nghi~p nhu the nao?
CI,I the hon, de tra loi eho diu hoi thll' nhat nell tren, cac tac gia
dua vao I)' thuyet va kharn pha ra mot yeu t6', lay vi du, nang I\re
marketing. VI v~y, cac diu h6i nghien cuu tren co the duoc C~I the
hoa nhtr sau:
1. Nling h,e marketing co phai til nang hrc dong cua doanh
nghi~p khong?
2. Nling I~c marketing tac dong nhir the nao den ket qua cua
doanh nghiep?
Chuong 4. "'hll(mg phap dinh Itrl,mg 143
Dc tra loi cho cac diu hoi trim, cac tac gia dira vao ly thuyet
nang l~rc d{>ng de biet nang hrc d{>ng Iii gl va mQt yell to doanh
nghi~p phai thoa man nhirng lieu d1i nao de' tro thanh mQt yeu to
cua nang l~rc dQng?:
...(Ljy thuyet nguon I\,c doanh nghi~p lien tuc duoc phat trien
(Barney & ctg 2001), d~e bi~t la n6 duoc m6 r{mg trong thi
trllong dong va hinh thanh nen Iy thuyet nang luc dong
(dynamic capabilities; Teece & ctg 1997; Eisenhardt & Martin
2000). Nguon luc c6 the tro thanh nang I~c dong va tao ra Iqi
lhi canh tranh Ii! nhimg nguon luc thoa man tiell chi VI{I\J (co
gill trj, hiem, kho thay the, va kho bi bilt chuck; Barney, 1986;
Eisenhardt & Martin 2000)...(d\ta vao Iy thuyet ve nang hrc
dong, cac t;ie !:Ii'; nell ra cae lieu chi de mQt yeu to
1;\ yeu to
nang I\re dQllg eua doanh nghi~pJ.
Nilng I~rc dong duoc dinh nghTa 111"kha nang tich hop,
xfiy dl,mg, vii djnh d~ng lai nhu-ng tfem nang ella doanh nghi~p
de' dap t1'l1gvoi thay doi ella mai truong kinh doanh" (Teece &
ctg 1997, 5:16), Nguon nang hrc dong lil co so tao ra Igi the earth
tranh va dern l~i hi~lI qua kinh doanh ella doanh nghi~p
(Eisenhardt & Martin 2(00) ...[tac gia gioi thi~u Iy thuyet nen
ve m'lng h.rc do"S: Nang hrc dong -+ I\)'i the canh tranh].
Tiep theo, cac tac gia xiiy dung khai ni~m nang lire marketing
vii bi~n ILI~n nllng I~re marketing la m{>t yeu ti) nang I~fc l1i)ng cua
doanh nghi~p. Salt d6, dua van Iy thuyet nen ve nang hrc dQng de
dira ra gift thuyet kiem djnh:
Mot each tong quat, marketing III chec nang co

trach nhi~m
th6a man nhu diu cua khach hlmg de dar duoc rnuc tieu cua
doanh nghi~p (Kotler 2006). Vi v~y, nang 1\fC marketing eua
doanh nghiep dU'qe the hien thong qua viec lien tuc theo doi va
dap u'ng duO'c vai nhling thay doi ella thi troong, bao gcm
'144 Phuong phap nghien ell't! khoa hoc trong kinh doanh
khach hang, cloi thu canh tranh va moi tnrong vi mo (Homburg

& «s 2007; jayachandran & ctg 2004; Kotler & ctg 2006; Li &
Calatone 1998). Dc' lam duoc di'eu nay, cac doanh nghi~p din
phai thu th~p thong tin tV nhi~u nguon khac nhau ve khach
hang, vc doi thu canh tranh cung nhtr mo tmong vi mo. Nang
h,c chu dong trong thu th~p d;;r li~u va thong tin tit nhieu
nguon khac nhau, chia xe va dil;n giai y nghia cua chung de
bien chung Ihlmh tri thuc co ich de ra quyet dinh kinh doanh
(Nonaka & Takeuchi 1995). Tri thirc nay duoc goi 111tri thtrc
marketing (De Luca & Atuahene-Gima 2007; Krasnikov &
[ayarhandran 2008; Li & Calatone 1998; Guenzi & Troilo 2006).
Doanh nghi';p phai luon n6 lire tao dung moi quan h~ tot
voi cdc doi tolc kinh doanh nhu nha cung, khach hang, nh11
philn phoi va chfnh quyen (Krasnikov & Jayaehandran 20(8).
Khi ngilnh marketing <,huyen huong til' 1116hinh marketing han
hop 4P (s<'111 phii'm-gia ca-philn phoi--chieu thi) sang mo 111nh
marketing moi quan he, (relationship marketing) thl "marketing
I~ 'l\I<1 Irlnh Ihiet I~p,duy trl, vil cung co cac moj guan h~ vot
khach himg v~ cac doi tae co lien qUM de thoa man muc tieu
C(,:I cac thanh viCn trong moi guan h~ nay" (Gronroos 1994). Do
v~y, rhat 1ll'c,mgmoi quan h~ giCra de thanh vien trong qua
Irlnh trao doi kinh doanh, nhir khach hang va thU011g hieu,
doanh nghi~p vii nh~ cung, doanh nghi~p vil kenh phfin phoi,
vv . dong val tro quon trong trong danh gia nang luc marketing
ella doanh nghi~p,
Chat lueng moi quan h~ the hi~n qua nhieu thanh phan
khac nhau, vi du nhu rrurc do cam kct (commitment) thuc hi~n
nhlmg gi da de ra, muc dO tin tLr<Jnghay gill' chiI tin (trust),
muc dO toi thieu h6n nh('mg hanh vi loi dung 15n nhau
(minimal opportunism), va muc dothoa man (satisfaction) cua
cac thanh vicn doi voi moi quan h~ eta thiet I~p (Nguyen 2002;
Nguyen & ctg 2004). Chat luong moi quan h~ rung co the duoc
danh gia 16ng quat thong qua nhung n6 h,rc eua doanh nghi~p
nhAm d~1 duO'c moi quan h~ tot v&i doi tae kinh doanh (khach
hang. nhll cung. phan phC)i,va chinh quyen co lien quan). TI,iet
Clwoll!l4. Phuong ph;'\p dinh luong 145
I~p va duy lrl moi quan h~ rcl chat luong cao Iii trung tam (,LLn
cnc hoat d(mg marketing cua rae doanh nghi~p, di).c bi~l I~
trong gial doan canh tranh chuyen huong til' canh tranh gilw
cac doanh nghi~p sang earth rranh gil'ra cac m~ng marketing
(marketing networks) voi nhau (Nguy~n Dlnh ThQ & Nguy~n
Th] Mm Tr.mg 2(07) ldua vao I}' thuyet de xay dung khai ni~m
nang luc marketing).
V,ii co sb neu tren, nang 1\fCmarketing duoc xii}' dimg
\'01 bon th,luh phau co ban sau:
I. Dap ung khach himg (customer responsiveness) the' hi~n sV'

d.ip ':IOg elJa doanh nghi~p theo su thay doi ve nhu diu va
LI(), mUlln cua kharh himg (Homburg & ctg 2007; Menguc
& Auh 2006; White & ctg 2003).
2. Ph<in LlI1g voi doi thll canh tranh (competitor
responsiveness). gOi I~t III phan lJ'J)~canh tranh, the' hicn 5\1'
thee doi ~LIi1doanh Ilghi~p ,toi voi cac heat dQng kinh
doanh CIJIl d\1i thu ('~nh tranh (Hornburg & ctg 2007;
Menguc & Auh 2006; Whit!! & ctg 2003).
3. Thich Ll'I1gv(1i m6i tnrong VI mo (responsiveness to the
change of the macroenvironment), goi t5t Iii thich ll'11gmoi
tl"ll'(mg, the hi~n vi~c doanh nghi~p thea doi s~r thay doi cua
mlli tmiYng VI mo de n5m bilt cac co hOi va
rao can kinh
doanh (Srivastava & ctg 2001; Zahra & ctg 1999).
4. Chat IUQ'ng moi quan h~ \'oi doi lac (relationship quality),
gQi dt 10 chat lcrong quan h~, the hien mire d9 doanh
nghi,p dat dLlQC chat lU'Qng moi quan h~ voi khach hang,
nhlt cLing, nha phan phoi va cac dip chinh quyen co lien
quan (Krasnikov & [ayachandran 2008; Nguyen & ctg 20Q..1;
Srivastava & clg 2(01).
L)' Ihu}'ci vI: djnh hu6ng th] tmong rung chi ra r~ng, dap
ung v6i W' thay dbi ella khach himg va doi thu canh tranh va
1110itruong VI mblo diem then chot dfin den S~Ithanh cong ella
146 Phuong pha p nghien c{ttl khoa hoc trong kinh doanh
donnh nghi~p (e6 g1<) trj; vd, Narver & Slater 1990; Srivastava &
ctg 2001). Oap (mg thj tnrong [dap (mg khach hang, phan (mg
voi doi thu canh tranh va thich (mg vai moi rnrong VI mol la
mot yeu to vlln hoa doanh nghi~p rna khong phai tat ca doanh
nghi~p nao eung co (hiem) vii miii doanh nghi~p dua vao
nguon hIe ro8 mlnh de co nhifng each Ihue dap trng thi tnrimg
khac nhau. Doanh nghi~p nay khong the b~t chuoc doanh
nghi~p khac duoc (khong d~ dimg b~t chuoc duoc). Tuy nhien,
neu khang dap trng duoc SI! thay doi ella th] tnrimg thl doanh
nghi~p se b] dao thai (khang the thay the duoc). VI v3y, nang
luc dap (mg thi truong thoa man cae thuoc tinh VRlN nen no Iii
mot yeu to cua nllng II)'C dong doanh nghiep Ibien lu~ nang
lye dap img th] trueng thoa man cac tieu chi VRINJ.
Kel qua cua cac nghien cou INOC day cho thay nllng I\I'C
dap uns thi truong tac dOng true tiep va gian tiep vao ket qua
kinh doanh, Lay vi du, nghien cuu ella Homburg & ctg (2007)
cho thay dap (mg khach hang va dap ung canh tranh tac <'long
elmg ,hiell voi kel qua kinh doanh. Nghien cuu cua Nguyen &
Barrett (2006, 2007) va Nguyen & ctg (2006) cho thay dap (mg
th] Il'Ll'ong (mot thlmh phfin elm dinh hirong th] rruong) tac
dong ginn ti~p (thong qua qua trlnh noi hoa tTi thuc) vao ket
qua kinh doanh vi dap (mg th] truong lien he ch~t che voi qua
lrlnh thu th~p thong tin tLrnhieu nguon khac nhau co the duoc,
chuyen doi va Slr dung thong tin phuc vu muc lieu ra quy~t
dinh ella doanh nghi~p (Nguyen 2007; Nguyen & ctg 2006)
(tong ket ket qua nghien elm truce day de minh chtrng].
Tuong t\,t nhu kha nang dap (mg thi truimg, chat luc;mg
mOl quan he co quan he v6i ket qua kinh doanh cua doanh
nghi~p (hiem va c6 gia lTD.Th\,tc ti~n dii cho thay Ic;rinhu~n cua
doanh nghi~p chu yeu liT khach hlmg hi¢n cO, my nhien, khang
phai doanh nghiep nao cung co the Iht,l'Chien duoc (khong the
thay the va bilt ehmJc dU'Q'C).Lay vi d~I,nghien ruu elm Nguyen
8. clg (2004. 2007) eho thay chal luc;mg mOl quan he lac dong
trl)'C tiep vao ket qua kinh doanh cUa doanh nghi~p. VI v~y,
chat luong moi quan he thoa man cac tieu chi VRlN va III mot
CIILIOI1f\4. l'hll'ol1g phap djnh Ilrvng 147
yeu to tao "en n!ing I~rcdOng cua doanh nghi~p Lbi~nlu~n chal
hrqng 1110;quan he thoa man cac lieu chi VRIN).
Nhtr v~y, cac yeu to tao thanh nang lire marketing deu
d~t tieu ehuan VRIN. Hay no; each khac, nang luc marketing Iii
yeu to tao thl111hnang luc dong eho doanh nghi~p (Krasnikov
& Jayach~ndran 2008; Ruiz-Ortega & Garda-Villaverde 2008;
Srivastava & ctg 2001) Iket lu~n nang I~c marketing thoa man
cac tieu chi VRIN nen 13 nang luc dong doanh nghiep: tra 10i
cho cau hoi nghien c\ru: nang I,!c ma.rketing co phai 1;\ nang
h,c dong doanh nghi~p khong?].
Khi dii bi~n lu§.n n:ing luc marketing la nang luc dong cua
doanh nghi~p thi dua V;lO Iy Ihuyet nen ve nang lire dong (nang luc
dOng tao nen loi the canh tranh cho doanh nghiep), chung La d~ dang
suy di~n nhu sau: n~ng 1~I'cmarketing la nang hrc dong ma nang luc
dong tao ra loi the canh [Tanh cho doanh nghiep nen nang liec
marketing Sl: tao ra lol the canh tranh eho doanh nghi~p. Vi v~y gia
tiluye'L sau ducc xfiy dung de kiem djnh mot phan ella Iy thuyet ve
nang luc dong:
Gia thuyet: Cd 1/10;qunn Itf tltrl7ttg git1nIlilllg hrc trlllrkelin8 vir k€1
Ifllli killil "oanl! elin doanh IIgith:,t [cac lac gia suy di~n ra gia
Ihuye't de Id 10-; cho eau hoi nghien clru: nang ll,l'cmarketing
hie dQng nlur Ihe' nao den ket qua kinh doanh cua doanh
nghiepl,
Vi du In?n eho thay muc tieu, cau hoi nghien Clru va gia thuyct
quan h~ dl~t ehe voi nhau: muc tieu nghien ctru duoc trinh bay 0
dang cau phat bieu, Call hoi nghien ciru Larnuc tieu nghien ciru duoc
a
phat bieu dang ciiu hoi va gia thuyet nghien ciru Lacall tra loi cho
diu hoi I1ghien ciru. Chung ta cling din chu y, m(jt la gia Ihuyet
nghien cuu phai duoc suy di~n tV ly thuyet chir khong phai Ill' dfr
148 I'hunng phap nghien cuu khoa hoc IT(mg kinh doanh
lieu nhu' trong nghien ciru dinh tinh. Hai la, gia Lhuyet nghien CLI1I
khong phiti lit tta lui cuoi dtng cho cau hoi nghien ciru rna chi lil call
tra loi du kien. Cia thuyct phai duoc kiern dinh bing du lieu de minh
chung n6 c6 ITa loi diroc cho diu hOI nghiiln ciru vui du li~u hi~11co
hay khong,
1.5.Tong ket va sir dung Iy Ihuyet trong djnh luong

i\'hu dii gi&i thiell rrong Chuong 3, I)' thuyet duoc SLC dung trong
nghien CUlldinh tinh rat linh hoar "it Iy thuyet Iii co So' d~n hirong
cho nhu call thuc hi~n nghicn cuu dinh tinh nh~rn xiiy d~rng I)i
Lhuyet mal. I )i thuyft cung duoc dung de so sanh voi Iv thuyet dang
>.iiy dung. Trong nghien cuu dinh lirong. Iy thuyet thiet I~p nen t.lng
rho nghien cuu vi rnuc dlch cua nghien cuu dinh luong In thu thap
der lieu de kie'm djnh Iy thllyet duoc xav dl..mg b5ng cad) suy di~n tu
I}' thuyel dli co. Do v~y, Iy thuyel dong vai tro:
I. Xric dilll, Vtl/, de vii call ildi /lg/Jie/l CLI'1f va Ira /o'i ell/llfg: Van d'e va
diu hoi nghlen cuu duoc xac djnh chu yell Ill' Iy thuyet. Dli
van d'c nghicn cuu duor xac dinh til' thi truong, nha nghien
cuu v~n phai lien h¢ voi Iy thuyet de' xern xe+ van ere nay da
duoc Iy thllyet rra loi true ticp chua, Neu co thl kh6ng can lam
nghien cuu nira. t\'eu chua, tlurc hi~n nghien ctru de'ln\ loi no.
Tuy nhien cung din hru y 0 day iii trong nghien cuu djnh
IlI!;l'11g, chung fa chua ell Iy Ihuyet de tra lai true tiep cho diu
hoi nghien cuu nhung da co Iy thuyet n'en ve van de nny (xern
lai VI du neu tren). Vi v~y, chung ta suy di~n ttl Iy thuyel n'en
de dua ra mo hinh va gi<ithuyet (Iy thllyet) tea loi cho diu hoi
nghien cuu dang d~t ra. Dfeu nity cung co nghia lit ehlll1g ta
dang kic'm djnh I)' Ihllyet nen trong m(>tngfr canh CIJ the' nao
do. Cong vice nay khac voi vi~c xa)' d\mg m(>t Iy thuyet moi
b~ng nghien CtfLl dinh tll1h de tra loi eho call hoi nghien CUll
,
[49
rna ly thllyet d5 c6 chua tra loi duoc ho~e tra lai chua thoa
d,\ng.
lIell la/lg de "fly dung thang do eho cac k.hai
2. Ly IJllIyiJl ,nllg 11;111
niern nghicn ClYU (trinh bay trong Chuang 8 ve do luang).
3. Tuong t~ nhu trong nghien cuu dinh tinh, tong ket 19 thuyet
ciillg gop ph"" qua" Irt;mgtrong so sallh vai kiil qua "Shie" elm
dang thuc hi~n n)i cac ket qua eua nghien cuu da co nhung
trong ngfr canh khac, Lay VI du nhir khac nhau v~nganh, van
hoa, muc do phat trien cua nen kinh te, vv,
Cling din nhAc lai III trong nghien cuu dinh hnh hay djnh
luong, cac gin thuyet la de tra loi cho cau hoi nghien cuu, Die"mkhac
nhau lj, trong nghicn cuu d [nh rinh, gia thuyet (ly thuyet) d U'QC 'Cay
dung tll' dLI'liC'U (ket qua nghien CLI'U),Trong nghien ciru dinh luong,
gia thuyet duoc suy d i&n tLI'Iy thuyet va chua phai Iii ke"t qua cua
nghicn ctru. K~t qua nghien cuu I;, ket qua kiem dinh ly thuyet b51lg
du' Ii~ll, Nhu v~y, du' li~lI (phan nghien ClFU) trong nghien ciru dinh
luong la Iddm djnh gin thuyet, (Iy thuyc1t),con dii lieLi (phon nghien
cuu) trong nghien cuu dinh tinh dlll1g de xay dung giit !huyet (ly
thu yet),
Hai I~, trung nghicn cuu dinh luong, gici thuyet thuang du'O'c
, phat bie'u 1'0 rang trong bao colo kct qua nghien ciru (111mOi quail he
giu'a cac khtii 11icmnghien cuu), f'\ghien eLI'Lldjnh tinh, gia thuye't doi
khi khong duoc phat bieu trong bao cao ket qua nghien CLI'lI nf"u
trong ph'nn biqn lu~n cia nhl ro moi quan h~ giCra cac khai ni~m r'Oi,
Hon niia giir thuyet trong dinh luc;mgbilt buoc 111cac gia thuyet kiem
djnh (hypothesis; vd. Dubin 1978) trong khi do, gia thuyet tyong
nghicn cuu djnh tinh 111cac gia thuyet Iy thuyet (proposition; vd,
Eisenhardt 1989). De kic'm dinh cac gici thuyet Iy thuyet nay (trong
dmg mot d\1 an nghien ellU hay cae nghien Cllll tiep tht'O), ehtmg ta
150 Phuong phap nghiiin CU~1khoa hoc trong kinh doanh
c6 the dung mel hay nhi'eu gia thuyet kiem djnh (vd, Bacharach 1989;
Lynham 2002).
1.6. Chon m~u trong nghien ciru dinh IU'Q'ng

Chon m§u dong vai Iro quan trong trong nghien cou dinh luong vi
no lien quan true tiep den chi phi va chat luong cua dl,l' an nghien
c61.1.Chi tiet ve chon m§u duoc giai thieu trong Chuong 6. Khac voi
plurong phap djnh tinh, trong do m§u thuong c6 kich thuoc nh6 va
ducc chon thea m\IC dich xay dung Iy thuyet, phucmg phap djnh
hrong thuong doi hoi m~u co kich thuoc IOn va thuang deoc chon
thea phuong phap xac suat de co the' dai dien dUQC cho dam dong
din nghien cuu (vd, Sudman 1976), Tuy nhien, chon m~u khong thea
phuong phap xac suat cung duoc su dung pho bien trong nghien
ciru djnh IU(,1ng.Mot diem din chu y ve phuong phap chon milu
(theo xac suat hay khong) trong nghien cuu dinh hrong de kiem djnh
Iy Ihuyet khoa hoc IIIkha nang tong quat cua ket qua nghien cuu.
Nhir chung ta dii bie't, nell mot m5u duge chon thea phuong
phap xac stiff! (thuong got 111 ngilt! nhien) thi n6 dai dien ducc cho
dam dong. Vi v~y, ket qua nghien ciru co ttnh tinh tong quat hoa cao.
Neu mall duoc chon theo phuong phap phi xac suSt thi no khong
dai di¢n cho dam dong nlurng no khong phai khong co gia trj trong
nghidn CUll, d~c bi~l Jil nghien cuu kiern dinh I}' thuyet khoa hoc.
Mot Iy thuyet khoa hoc phil duoc kiern diJ111trong nhieu aieu kien
va ngil' canh khac nhau (vd. Anderson 1983; Chalmers 1999), Neu
mot Iy Ihuyet duoc khAng dinh (confirmation) thong qua nhieu ran
kie'm djnh thi do manh (kha nang giai thich va du baa hi~n nrong
khoa hoc) cua Iy thuyet do cang cao. Vi v~y, mQt Iy thuyet duoc kiem
djnh voi mot maLI khong theo xac xuat va khong bi dil' li~lIcua milu
nay tt'r choi. Can kicm djnh nay v5n gop phan danh gia I)' thuyet do
(nghia la ket qlla nghien Cll'Uv5n c6 gici tri, di nhien khong c6 gia tri
bAng neu m~u dlfQ'C chon ngall nhien).
ChLrOltg 4. I'h"\1l1g phap djnh luong 151
Lay vi du, chung ta muon kiem djnh mQt ly thuyet ve hanh vi

cua ngvoi tieu dung, vd, TRA (Theory of Reasoned Action; Fishbein
& Ajzen '1975). \Ie Iy thuyet, chung ta vk co the kiem dinh Iy thuyet
nay cho mol ngU'oi tieu dung. Neu ket qua kiern dinh cho thay ly
lhuyet nay dU'qc chap nh~n thi n6 da duoc qua fan kiem djnh nay.
va, eli nhien la Jan kiern djnh nay khong co gia tri nhieu (chu khong
phai khong c6 gia tri) vi n6 chi dvqc kiem djnh bci mQt phan tlr
trong mQt mol dam dong (rat nhieu) ngtroi lieu dung. Van de b day
la chung ta (cac phirong phap kie'm dinh thong ke) khong the' kiem
dinh b~ng du li~u djnh IU'qng thu thiip tit mQt mot ngu·(ri tieu dung
vi dfr lieu nay khong co bien thien. Tttcmg tv nhu vay, gia Slr neu
chung ta muon kicm djnh mot m6 hinh nghien ClI'U, lay vi du moi
quan h~ giu'a dong Vlen va ket qua lam viec cua nhan vien trong
doanh nghi~p. Neu chung ta suo dung nhan vien cung lam vi~c trong
mot doanh nghi~p nao d6 de ktem dinh mo hinh nay, thl ve m~t
kiem dinh Iy thuyct khoa hoc hoan roan chap nhan dU'QC (di nhien
tinh tong quat hoa khong cao). Tuy nhien, chung ta co the' g~p true
tr~c ve m~t th5ng ke VI bien thien cua du' li~u co the' rat nho. Ly do til
cac nhan vien cung lam vi~c trong mot doanh nghiep cho nen rrurc
dO bien thien cua dli' lieu thu th~p co the' khong cao trong khi kiem
djnh Iy thuyet chung ta dua vao phuong sai. Trong nhirng tnrong
hop nay, chung ta can phai kiem tra rrurc dQ bien thien cua dCI'Ii~u
(tinh phuong sal cua cac bien).
Cling vi 19 do neu tren, chung ta can phan biet van de
chon
m~u de kil!m djnh mot Iy thuyet vai pham vi rna 1:9' thuye't d6 duoc
xlly dung de' giai thleh va dl,l'bao hi~n ruqng khoa hoc. Tr6 lai VIdu
ve nllng hrc dQng nen tren, cae lac gia nghlen ciru ve ~ang II,l'Cdong
cua cac doanh nghi~p tZ\i Viet Nam. Nhlf v~y, phZ\m vi Iy thuyet
duqc xay dl,tng la Vi~t Nam, De xlly dvng nen Iy thuyet (010 hlnh
nghien cuu) cua minh, cac lac gia nay dl,ta vao Iy thuyet ve nang Il,tc
dong va d~c thit cua doanh nghi¢p t~i Vi~t Nam. Tuy nhien, trong
kiem dinh Iy thuyet nay, cac tae gia chi sir dWlg mot m~u cae doanh
'152 Phuong phap nghieJtct,u khoa hoc trong kinh donnh
nghi~p tai TPHCM. DfeLl nay co nghia la mo hinh duoc kiem dinh
cho doanh nghi~p t~i TPHCM Chtf kheng phai duoc xiiy dung eho
doanh nghi~p t~i TPIICM. Vi v~y, chung ta khong the thay dO-iten
cua nghicn ciru 111Nang lvc dong ella cac doanh nghiep tren dia ban
TPHCM. Chung ta chi lam dreu nity khi co so de' xay dung rna hinh
nghien ClrLl lit d~c thu cia doanh nghiep tai TPHCM (doanh nghi~p
tai TPHCM c6 nhung d~c die'm khac bi¢t so v6i cac doanh nghi~p a
cac dia ban khac tai Vi~t Narn).
Kich thU'ac m~u Clmg lit mot van Oe dU'Qccac nhit nghien cuu
quan tam VI no lien quan true tiep den di} tin e~y cua cac tham so
thong ke, Mai phuong phap phfin tich thong ke doi hoi kich thtroc
m~u khac nhau vll hi~n nay, de' tinh kich thuoc mau d10 tung
phuong phap phan tich thong ke, nha nghien ciru thuong dua vao
cac dIng thtl'c kinh nghi~m. VI vay, kich tluroc mau duoc gioi thieu
lrong cac chirong \Ie phan tich thong ke tuong (mg.
1.7. Cong cl,l111Uth~p du' li~u

Cong cu thu th~p du' li~u rrong nghien ctru lit bang diu hoi. Khat voi
dim blli thao ILl~n trong nghien dl'Ll djnh tinh. bang eau hoi dung
trong nghien ciru d [nh IUQng (khao sat ho~e tlur nghiem) Iii bang d\lI
hoi chi tic'!. Cac diu hoi Stl'dung chu yeu til cac diu h6i d6ng vOi cac
Ira Io-i duQ'c do hrong thco dIp di) thang do TO rang (vd, Saris &
Callhoffer 2007; Schuman & Presser 1981).
Mi}t bang ciiu hoi tot se gillp nha nghien clru thu th~p duoc du
li~u can lhiel voi dQ tin ea,y cao. VI v~y, bang cau hoi phai phai c6
day du cac diu hoi do luong cac khai niem nghien Clru can do hrong.
Hai Iii bang ciiu h6i phai kich thich duoc Sl.I' hop tac cua ngiroi tril loi
(khong qua dal, ro rang d~ hieu). D~cbi~t la khi phong van gian tiep
(qua lhu ho~c qua m\lng Internet), bang diu hoi can mlrc dO ro rimg
caD vi ph6ng van vien khang co co hili tra Uri nhfrng th3e m~c Clla
doi tu-ong nghien Clru. Chi tiel ve cae van do It.rang va bang cau hoi
du'O'Cgiai thi~lI trong Chu'ong 7 \la 8.
Chucng 4, 1'l\LIong phap djnh krong 153
2, Khao sat
PIHfCmg phap khao sal (survey method; vd, Lehtonen & Pahkinen
200 I) lit d\ll1g Ihiet ke de' thu Ih~p dfr li~u phD bie'n nhat Irong nghiiln
cuu djnh Iuong, d<lcbiet la trong nganh kinh doanh. Ly do phD bien
cua phuong phap khao sat cho phep chung ta thu th~p diroc nhicu
dang du- li~u khac nhau phil hQP cho tfrng dfr an nghien cuu 0,1 Ihc',
D~c bi~t la trong cac th] truong chua duoc phat triil'n, dfr lieu thu cap
Ihu'OnS khong c6 ho(lc khong aay du, lac h~u va do tin c~y khong
cao.
MOl diem can chu }' lit du lieu khao sat la du li~u tJIU Ul~P I~i
mOl Iho-i diem (cross-sectional data), VI v~y, khi chung ta dung du'
li~u nay de' kiem dinh 01c gia thuyet bieu dj~n moi quan he nhan qua
cua cac khai ni~m (vd. dung hoi qui de kiem djnh gift thuyet: J\ c6 lac
dQng cling chieu vito 13)can phai hieu Iii moi quan h~ nhan qua A -t
B la do slIY di~n tll' Iy IhLlye't.DCI' Ii~u chi kiem djnh duoc I~lco moi
'ILIon h~ cung chi'1:u gi[rn J\ va B rna thoi (dfr lieu quan he
tuong
quan, khong phai la du' li~u nhan qua). Dfr lieu thu I'hap til thu
nghi~m gi6i thi¢u trong ph'an tiep theo moi lit di:r lieu nhfin qua,
3, Thif nghi~1I\
Thu nghi~m Iii dang nghien ciru nhan qua (causal study) nh!m rnuc
dich kharn phil moi quan h~ nhSn qua (causal relationship) giu-a cac
bien lrong th] truong. Uly vi du, tile dong cua chi phi 'luang cao vao
rrurc dO nh~n biet thuong hicu (brand awareness), hieu (rng cua POP
(Point Of Purchase) vao doanh thu cua mOl loai nhfin hi~u cua cong
ty, vv: VI v~y, de kie'm dinh cac moi quan he
nhan qua chung ta phai
dung cac thiet ke thu nghi~m, De'co moi quan he nhan qua thl nhfrng
dieu ki~n sau day phai duoc thoa man:
1. Bi€h thiel1 rfOng hanh (concomitant variation): Bien nguyen

nhiln va bien ket qua phai bien thien dong hanh v6i nhau.
Khi bien nguyen nhfin thay doi (tang hay giam) thl bien ket
qua cung phaj thay doi tuong (mg,
2. ThiTi gian XII/It "i~l1:Bien ket qua phai xuat hi~n sau hoac
dong thoi voi bien nguyen nhan.
3. vdllg lI1~t ctic Iy gini tlJaY the: Khong c6 nhimg Iy giai khac cho
bien ket qua trlt bien nguyen nhan eta dooc xac djnh.
3.1. MQt 56 khai I\i~m co ban trong UUInghiem

3.].1. Bie'n thu nghi~m
Co ba loai bien thlt nghi~m (experimental variable) co ban Iii (1) bien
doc I~p (independent variable), (2) bien phu thlll,lC (dependent
variables), va (3) bien ngoai lai (extraneous variable),
Bien doc l~p hay con goi lit xuly (treatment) lit cac bien nha
nghien cuu muon tim hi~u ung cua no, Bien doc I~p thu'i:mg duoc ky
hi~u 111X, V( du nha nghien cuu muon tim hieu irng cua mot chuong
trlnh khllyen mai vito doanh thu cua mQt rhuong hi~\l thl chuong
trlnh khuyen mai nay lil bien doc lilp,
Bien phu thuQc hay ron goi Ii! do luong (measurement) lit cac
bien chill SI,l'tac dong cua bie'n doc lilp va nha nghien ciru tim each do
lu'ang (quan sall) hj~u (mg cua cac tac dong nay. Bie'n phu thuoc
thuong duoc ky hi~u Iii0, Trong vi du tren doanh thu chinh la bien
phu thuQe.
Bien ngo'Ji lai Iii cac bilfn tham gia vao qua trinh tlur nghj~m
rna chung ta khong biet ho~c khong kiem soat duoc. Cac bien ngoai
lai nay se lam giarn gia trj cua thir nghiem, Vi du trong thai gian
1 Thu3t ngir quan sat dung 6 day co nghla chung. no chi cho lal ca cac
phuong philp thu thijp thong tin.

Chlrong 4, Plurong phap c1jnh luqng 155
chung ta tien hanh thlY nghi~m de' do hrong hi~u img ella mQt
chuang trlnh khuyen mai vao doanh thu thi thuong hi~u canh tranh
ella chung ta tang gia, Di'eu nay lam cho mot so khach hang cua doi
thll canh tranh chuyen sang tieu dung thuong hieu cua mlnh va lam
tang doanh thu. Nhtr v~y viec tiing doanh thu, neu co, e6 the mot
phfin do hieu lrng cua bien ngoai lai (vi~e tang gia cua doi thu canh
tranh).
3.1.2. Dan vi thlr nghi~m

Dan vi thlr nghi~m (test unit) la cac phan tU rna nha nghien ciru SU'
dung de' tien hanh xu Iy va ding nl' chung nhi! nghien cU'U do luong
hiell ll'l1gcua xu' IY. Trong vi du tren die elm hang Iii cac don vi thir
nghi~m. Trong nhieu lhtr nghiem, cac don vi thfr nghi~m thuong
duoc chia thanh hai nhorn, (1) nh6m thir nghiem va (2) nhorn kie'm
soar, Nhem lhi!' nghiem, ky hieu EG (Experimental Group), HI nh6111
dung de do hrong moi qUeln h~ nhan qua cua cac bien, Nhom kiC'm
soat, ky hi~u CG (Control Group), 111nhorn dung de kieIn soar hi~lI
ung ella bien ngoai lai.
De c6 the dtlng kC'tqua cua thunghiem tong quat hoa cho th]
rruong muc lieu nghicn cuu, nguoi ta chon cac cion vi th(I' nghiem
b~ng phuong phap chon m~u ng5u nhien, ky hi~u la R (randomly
chosen). MOt thu' nghiem tieu bieu duoc ky hieu nhu sau:
EG: R 01 X O2
CG: R OJ X 0,
t
Trong do, EG la nhorn thlr nghiem: CG la nhom kic'm soat: X la

xu Iy (bien doc I~p); 01 va 01 theo thir tl! Iii do luang (bien phu
thuQe) I'3n truce va I'ilnsau cua nhom thir nghiem: 0.1va O. thea thir
t~r la do Iu'ong l'iin tru6e va I'ilnsau cua nhorn kiern socii; R, xuat hi~n
156 Phuang phap nghien cuu khoa hoc trong kinh doanh
o cci hai I1h6m:tlur nghi~m va kiem soat, noi len vi~c chon ng~lI
nhien cac don vi thlr eho ca hai nhorn nay, va t lit thoi gian. Cac bien
cling n~m tren mot duong th~ng dlmg duoc do IWJnghay xlr Iy tai
cling mot thoi die'm, vi du 0, va OJ. Cac bien n~m rren cac vi tri khac
nhau cua true thOi gian I noi len chung duoc do hrong (] tai Mung
thai die'm khac nhau, vi du tnrong hop 0, (do luang truce) va 0
(do luong sau),
3.1.3. Hi~n trutmg thit nghi~m

Co hai IO<;1i
hien truong Irong do Mil nghien cuu co the tien hanh cac
thir nghi~m cua rnlnh, d6 la, (1) hi~n rnrong th~t (field experiment)
va (2) hi~n truong gia tao (laboratory experiment).
Hi~n trueng th~1 la hi~n tnrong th& nghiem khi nha nghien
cuu stl' dung th] truong th~1 de' lien hanh thu>nghiem. Hien truong
giGl tao la hien truong do nha nghicn cuu thie! ke va xay dung ra de'
lien hanh I'htl' nghiem. Hieu truong gia tao giup eho nh1lnghien cuu
d~ dang hon trong vier kiem soar rile bien ngoai lai, trong khi do,
hi~n truong th~t I~i lam tiing hieLI qua ella viee long quat hoa ketqlla
cua thu' nghiem cho th] truong th~t (the real world).
3.2. Cin tr] ct'Ii" Ihll' nghi~m

3.2.1. Cac dang gia tr]
Cia lri cua rhu nghi~m (experimental validity) duoc chia 111m hai loai
(1) gia tr] noi va (2) gia tr] ngoai (I'd, Cook & Campell 1979). Cia tri
nQi (internal validity) hay dQ ehinh xac ella mot thir nghiern noi len
khfr nllng lo....i tr':" cac Iy giili thay the eho ket qua cua thit nghiem
nay. Hay noi mot each khac, mQt thll nghiem co gia trj nQi cang cao
khi hi~u ling cua cac bien ngoai lai ding thap (loai Ir':" duoc nhieu
hi~u ung ella cac bien ngoai lai). Chi trj ngoai (external validity) hay
kha nllng tong qua hoa noi len kha nang tong quat hoa ket qua cua
thtr nghiern cho thi rruong Ih~t. MQI each long quat, khi hien trll'ong
Chuong a. PhuOIIll phap dink IU'\1ng 157
thu' nghi~m ding gan voi th] rruong th~l bao nhieu thl gia tr] ngoai
CLIO thu nghi~m nay ding cao bay nhieu,
Cia tr] nQi va

ngoai cua thu nghiem thuang c6 khuynh huang
ngl.lQc nhau khi nhil nghien cuu Slf dung hien tnrang khac nhau tl(\
lien hanh thll nghiem (Bang 4.1). Khi rnudn tang gia tr] ngo\\i cun
mot tlur Ilghi~m Ihi phai hy sinh gia tr] nQi cua n6 va nguQc lai, khi
muon tang gia tr] noi Ihi phai chap nh~n viee ghim gia tr] ngo\ll
(Kazdin 1980),
Bang 4,1. Quan he gifra gia lr] viihi~n mrong thtr nghiem
Hi~n tnnomg Ullt nllhi~m
Cia tr] thil' nshi~m Gill tlJll Tlu,il
Nt;; Can Tn.)p
N~(tlJl Th;p CJCl
Nhir d5 de c~p trcn 05y, hien truong gia I<lO giLlp cho nha
nghicl1 ell'll cI~d~l1g hon trol1g vi~c kiil'll1soat cac bien I1go"i IJi, Do
v~y, rhu Ilghi~m lien hanh trong hi~n truong giil tao gjLIP lam gio
l;lnS gi.' tri 110icua n6, Tuy nhien, vi hi~11mrong gia tao 1\1ikhac bi~t
voi th] truong th~t cho nen gia tr] ngoal ella lhli nghi~m sc giam.
Nglrt,1C I~i, tlur nghicm lien hanh trong hien truong th~t I"i lam tang
hjclI qua cua vi~c tong quilt hoa ket qua cua thu nghi~m cho th]
twang lh~l. Chinh vi v~y, gi;.\ tr] ngoai ella thu nghiem se tang. Tuy
nhien, chong ta kho kiern soat duoc s\r tham gia cua c{1C bien I1go~i
lai vao lhll nghicm cho nen gia tn noi cua no se giarn.
3.2.2. suyen nhan lam giam gia tr] cua Ihir nghi~m
C6 I1hiCunguyen nhan lam giam gi<itri cua mot thlr nghi~m. Mot s6
nguyen nhan chinh I~ (1) lieh su (history), (2) lai thai (maturation),
(3) bo cUQc (rnortalitv), (4) hi~u ung thll (testing effect), (5) ding CI}
do Iuong (Instrurnenration), (6) hoi qui th6ng ke (statistical
regression), (7) chon m§u chech (selection bias), va (8) hien truong
thir nghi~m (experimental setting, Christensen 1988; Cook & CampelJ
1979).
Lich Slr Iii Mung bien ngoai lai ben ngohl xuat hi~n trong thai
gian thu nghi~m-xual hi~n gifra hai fan do luong: tnroc (01) va sau
(Or)' Lich su se
lam glarn gia tri nQi cua thir nghiem. Vi du, khi
chUng ta tien hanh thu nghi~m de' do luang hieu ting cua mQt
chuang trlnh khuyen mal, Trong thai gian tien hanh chuang Irlnh
khuyen rnai, vi du nhu thuong hi~u canh tranh tang gia. Vi~e tang
gia nay SI! gay nen hi~u ting vao ket qua cua thu nghiem, Vi~c tang
gia ella doi thll canh tranh la cac bien ben ngoai thu nghi~m va no
xuSt hi~n trong khoang thai gian thir nghiern. Nhu v~y, vi~e tang gia
ella thuang hi~u canh tranh se lam giarn gia tri cua tht't nghiem va do
lil nguyen nhan do bien ljch sutao ra.
Tuong t~I'nhu lich su, loi thoi la cac bien ngoai lai xuii't hi~n
trong khoang thai ginn thtl' nghi~m-xl.lat hi~n giU'3 hai Iando
luong: truce (0, ) va sau (01), Tuy nhien, lich sir la cac bien ngoat lai
ben ngo~i xl.Iat hi~n trong thoi gian tlur nghi~m, trong khi do 16i th(ri
lil S~Ithay doi ella chinh ban than don vi thie theo thoi gian trong giai
doan tien hanh thu' nghi~m. CCtng nhu lich sir, 16i thoi se lam giam
gia tr] noi cua thu' nghiem. Vi du nhu SI! m~t moi, thieu kien nh5n,
thay d6'i hanh vi tieu dung, vv. ella cac don vi rhu.
Bo clioecung thuong xay ra trong thu nghiern. Trong thai gian
tiell hanh tht:r nghi~m, mot so don vi lhlf bo cuoe giua chirng. Khi
dieu nay xay ra thi gia tr] ella thu' nghi~m se giam vi nhiing don vi
tiep rue tham gia va nhu'llg don vi bo cuoe eo the co thai do khac
nhau doi voi xir Iy cua lhll nghiem. NhlT v~y, co SI! khac bi~t gifra hai
mn do hrong tn.r6e va sau ma khong do tae dOllg aia xtr ly va gia trj
noi ella thu nghi~m SI! bi vi ph~m.
Hi~lI ting do th(r (testing effect) xuat hien dlrcn hai d~g (1)
hi~lI (mg do thu ehiM (main testing effect) va (2) hi~u ting h5 tuang
Chuong 4. PhU'ong phap dinh lcrong 159
(interactive effect) do thu: Hi~u {tng chinh do thir n6i len tac dong
cua do hrong trll'oe vao do Itrimg sau cua thir nghlem. Khi chung ta
do luang trU'oe thl ian do luang nay c6 the lam cho cac don vi thlr
nghi~m nhay cam doi vci cong C~Ido luong. Hieu &og chinh do thlr
se lam glarn gia tr] noi cua thti nghiem. VI du, khi chung ta ph6ng
van nguoi tieu dung trong ian do luang mroc lam cho ho c6 kinh
nghi~m ve each tra loi cho ph6ng van cua ran do Itrimg sau.
Hi~u ting ho luang do thti Iii cac tac dong cua do luong tnroc
tao nen sv phan &og cua don vi thir vao xtr Iy cua th& nghiem. Vi du,
khi chong ta h6i ve thai do nguai tieu dung ve mot loai san pham
kich thich ho nghien ceu ve loai san pham nay va dfeu nay co the da
bien ho thanh cac chuyen vien ve no. Do do, khi chung to tien hanh
xu Iy thi phan &og cua ho doi voi xu 1.>' se bi chech vi bay gio ho da
co nhimg hie'u biet sau hon (chuyen vien) ve san pham. Hieu Ul1g h6
ttrong do thir khong nbirng lam giam gia tri n(\i rna con lam eho gia
tr] ngoai cua [hu' nghi~m b] xarn pharn.
Cong C~I do lU'ang n6i len tinh khong dong nhat cua no trong
cac fan do hrong. Vi du, trong ian do lU'ong tnroc va sau chung ta Stl'
dung ph6ng van vien c6 ea rinh ho~c kha nang chuyen rnon khac
nhau, Tinh khcng dong nhat ella cong cu do luong se lam chech ket
qua cua thtl nghi~m va gia tr] nOi ella n6 bi xfim pham.
Hoi qui thong ke Iii bien ngoai lai lam thay doi do 1U'&ngtruoc
va sau cua cac nhorn c6 so do cue trio "Cac so do C\I'C lrj trong mot
phfin phoi nao d6 co khuynh huang di chuyen (hoi qui) ve trung
binh cua phan phoi nhir la mot chrrc nang cua sv I~p lai phep
thu"(Neale & Liebert 1973,38). Nhu vay, trong cac nhom thlr nghiem
ma cac don vi thlr c6 so do CI,I'C, neu nhu Cl,l'C tieOutrong Ian do luang
tmoc thi chung c6 khuynh huang tang trong ian do ltrimg sau.
NguQe I~i, neu CI,I'C dl,litrong fan do luang truac thi chUng c6 khuynh
hUOng giam trong ran do lU'img sau. cae thay doi nay khong phai Iii
do hi~u lrng cua xli' Iy ma Iii do h'Oiqui thong ke. H{ii qui thong ke se
lam giam gia lrj noi eua thu nghi~m.
160 I'hllung pMp nghien cuu khoa IWe rrong kinh doanh
Chon m~ll chech noi len vi~c chon cac nhom cho thir nghiem
v61 nherng lieu chuffn khac nhau gay nen su khac bi~t trong do luong
hay trong phan irng voi xtr IY. Chon m~ll ch~ch se lam giam gia tr]
nQi cling nhu ngoai cua thu nghiem,
Hi~u ung h6 tuong gii'fa chon m~lt voi cac bien ngoai lai khac
nhu voi ljch Stl (selection-history), 15i thoi (selection-maturation),
ding (\1 do Iliong (selcction-Instrurnentation) cung la cac bien ngoai
lai cua thlr nghi~m. Cac bien ngoai lai nay tao nen cac hieu irng ngoai
I.,i lam giam gia trj cua thir nghi~m, Hien rnrong gia tao, nlur dii de
c~p tren day, se lam giam gia tr] ngoai cua tlnr nghi~m VI moi truong
thu nghii;m khac rat nhieu voi th] truong th~t.
3.3, MQ! so Ihli' nghi~m co ban

Co nhi'eu dang thtl nghiem khac nhau duoc sir dung trong nghien
diu djnh luong. Cric nhil nghien cuu tlurong chia lhiet kelh':t'nghi~m
ra thanh ba nh6m chlnh, d6 lil (1) lhiet ke ban thir nghiern (pre and
quasi-experirnental design), (2) thict ke Ihll' nghiem Ih\I'C 5\1 (true
experimental design) va (3) thiel ke thir nghiem mo rQng (extended
experirnental design; vd, Patzer (l996), ChLIJ1g ta nghien cuu mot so
thu: nghii;m eo bun cua ba dang thi' r nghiern tren. Ttl' nhung mo hinh
thir nghiem co ban nay, nhil nghien ciru c6 the' bien the chung Ih1l11h
cac thu nshi~m phu ho-p voi yeu diu va die'Ll kiiin nghien ctru cua
minh.
3.3.1. Mo hinh ban thu nghi~hn

Trong cac rno hinh ban Ihil nghiem, cac don vi thu kh6ng duoc chon
ngilll nhien va thuong v~ng rn~1 cac nh6m kiem soar. Du&i day lit
so
mQI rno hinh ban tht'r nghiem thuong dung:
1, Do lui1llg SIIII: M6 hinh do IU'ong sau (one-shot case study) 111

1110 hinh ban thir nghi1:m rrong do nha nghien CUu chi do
Chll'lJl1)\ 4. Phuong philp <linh 1U'!;mg 161
lunng mot ran sau khi XLI 1.1'.Mo hinh do luong sau nay
duoc ky hi~u nhir sau:
EG. X 0
2. 1)0 luong. truoc-sau: \110 hinh do loong triroc-sau

(one group pretest posttest design) Iii mo hlnh ban thu
nghi~m Irong do nha nghien elm thuc hi~n hai mn do luang:
truoc va sau khi XLI'1.1'.\110hinh do hrong truoc-sau duoc ky
hj~u nhu sau:
EG: 0, X 0,
3, S(I stillh nhou: iinh: Trong 1110 hinh so sanh nhorn tlnh
(stasuc-group comparison) HI 1116hinh ban lhtr nghi~111
trong dll I1h~ I1ghiel1 CLI'Uchi thu'c hiqn do luong sau nhu
trong 1110hlnh do lu'ong sau, Tuy nhien, trong m6 hlnh nay,
nha nghien cuu 111\Ichi~n thu' nghi~m co $\1' hi~n di~J' cua
nhorn kiC'msorit, Mel hinh SO sanh nhom linh duoc ky hi~tl
nhu sau:
EG: X Or
CG: 01
4, M() hinh chll6; Ih&; gin»: Trong mo hinh chubi
thoi gian
(time-series design) Iii mo hinh trong do
ban thir nghj~m
nhli nghicn cuu thuc hi~n mot chubi 00 hrong truce va sau
khi xu lY. Mo hinh thu nghiem chubi thoi gian diroc ky hi~u
nhu sau:
]62 Phuong phap nghien <:ow khoa hoc trong kinh doanh
3.3.2. M6 hinh tht'r nghiern thuc S\1

Khac vai cac mo hlnh ban thu nghi~m, trong cac mo hinh thtf nghi~m
thirc S\I, cac don vi thu duoc chon ng~u nhien va luon luon co 51/
hi~n di~n ella cac nhorn kiem soat. Ba mo hlnh co ban ella thu
nghiem thuc 51/ la:
1. Do /uoll8 InI'Crc-5a11 vbi ,!I,om ki€il! SOtlt: Mo

hinh do lu'ang
truce-san voi nhom kiem soar (before-after with control
group), nha nghien ctru s(r dung nhorn tlur nghiern de do
luong hi~u ling cua xli Iy va nh6m kiem soat de loai tnr mot
so hi~u ung cua bien ngoai lai. M6 hinh thu nghiem do
luong truce sau vai nhom kiem soat duoc bieu di~n nhir
sau:
EC: R 0, X 0,
CC: R 0.1 X D,
Vi hi~u {rng cua bien ngoai lai 1110,-0, (kheng xlf Iy

thl do hrong v~n thay doi ILl' 0, sang O. nen chung ta co
hi~u Lrngcua xir Iy TE = (0, - 0,)-(0. -0,).
Vi du, gia su chungta muon do IUOng hi~lI ling cua
POP vao doanh thu cua cac eua h1111gve mot loai thuong
hieu X nao do vm
thoi gian thu nghiern III 30 ngay. Thv
nghi~m nay diroc tien hanh b~ng each chon ng~u nhien, lay
vi du 20 cua hang va chia ng~u nhien chung ra thanh hai
nhom: 10 cira hang cho nhom thtr nghiem va 10 cho n110m
kiEi'msoar, Cia Str truce khi tien hanh trung bay POP thi
Chuong 4. Phuong ph~p dlnh IU'\1ng 163
doanh thu trung binh ella X tai mQt rna hang trong mot
ngay la 10 tri~u dong (01 = 0) = 10.OOO.000d).
Sau 30 ngay rnrng bay POP, gia slr doanh thu trung
binh cua X t{li mot eva hang la 15 tri~u dong (01 ~
IS.OOO.OODd).VOi nhom kiem soat, du khong tnrng bay POP
nhung do tac d{mg cua bien ngoai lai nell sau 30 ngay, gia
Slr doanh thu trung binh cua X tai mot et'ra hang la 12 tri~u
dong (0,~ 12.000.000d). I\'hu v~y, chuang trinh chieu th]
b~ng POP lam tang doanh thu trung binh tai mot cira hang
(hiQulrng XLI'Iy) la: TE = (O! -01)-(0. -0) = (15 -10) -(12
-10) ~ 3.000.000d.
2. Do /1I'11IIg SIW v&i n/1()m ki€in soar: M6 hlnh thir nghi~m do
IU'emg sau vo; nhom kie'm soat (after-onJy with conlrol
group) ruong tI,r nhu mo hinh do luong truce sau voi nh6m
kiem soat. Tuy nhien trong rna hinh nay nha nghien cuu chi
do hrong sau. Mo hlnh do IU'<mgsau v6i nhom kiem soar
cho phep giam diroc chi phi va tranh duoc hi&u ung thll' do
khang do Itrang truce. Mo
hinh nay duoc ky hieu nhir sau:
EG: R X OJ
CG: R O2
Tuy khong do Ilffmg truce nhung do ket qua cua chon

m~u ng~u nhien, chung ta eo the'suy ra Ian do Im:mg truce
ella hai nh6m: tlur nghiem va kiem soat co chung gia trj la c.
Dua vao cong thuc tinh toan hi~u lmg xu Iy trong rna hinh
do luong tnroc sau vai nh6m ki&'m soar chung ta eo hj~u
t'mg xu Iy ella 010 hinh nay Iii:
164 Phll'ong ph,; P I1ghien Clrtl khoa hoc trong kinh donnh
3, M6 hint: bOn ill/Dill 50101/1011:Nell chung ta ket hop hai mo

hlnh thu nghiern: do luang truoc-ssu voi nh6m kiem soat
va do IlY(rngsau voi nh6m kic'msoat chung ta se co rna hlnh
thu nghi~m bon nhorn Solomon, Mo hinh bon nh6m
Solomon con duoc goi III thiet ke 4- nhorn. 6-nghien cuu
(4 group, 6-study design) va co kyhi~lInhu sau:
ECI: R 0, X 0,
CC,: R 03 0,
EG2: N X 0;
CG,: R O.
M6 hlnh bon nh6m Solomon plurc tap va ton kern I'hoi

gian cling nhu chi phi thuc hi~n hon so voi cac mi) hlnh gi6i
Ihi~u truce day, Tuy nhien, mo hinh nay cho phep chung ta
do luong duoc hi~lI t'rng chinh va hieu {lTIg h6 urong. Coi
TI; 111hi~u ll'11gcua lhLl'nghi~m;ME lit hi~u ll'llg chinh; lE 111
hi~u U'11gh5 urong (cht'l Y la ch{mg ta muon do luong hi~lI
chinh va hiGulrng h6 h.rcmgnen can tach rieng chung ra) va
EX 111hi¢U lmg cua cac bien ngoai lai. Chung ta co cac
phuong trinh sau:
0,-0, =TE+IE+ME+£X(l)
0, -0) = Nlf+EX(2)
Os-t(O,+O,)=T£ + EX(3)
O.-HO, +0,)= EX(4)
Glai h~ phuong trlnh ITen chung ta tim duoc hi~lIimg

tlnr nghi~mIii TE; O,- 0., hieu irng chinh:
ME .. (0,-0.)-+(0, -0,), va hi~u U'l'lgh6 nrong Iii
Chuong 4. PIWOl1!; phap din" lu~mg 165
IE= (0. -0,)-(0. -0,)-(0, -0.).
3.4. MQI 56 Ihlr Ilghi~m mo fQllg

Nhirng 11m nghiem nell tren chi cho phep chang ta do loong hiell
lmg cua mot xu Iy 6 mOl muc xu I)' (xu Iy T chi lay hai gia tr], co va
khong co Xli l]i). Lay vi du nhu hi~lI trng cua m{lt qllang cao, mot
mire gia, mOl ehuong Irinh huan luyen nhan vien vao doanh thu, vv .
Mot so tlur nghi~m sau day cho phep chung ta do luong hieu ung
cua mQI xu Iy vai nhi'eu rmrc khac nhau, vd, tac di;lng ella nhfeu rmrc
gia, nhieu each chieu th] vao doanh thu, VV. hoac nhieu loai XLI'Iy
khac nhau, vd, hi~u ung cua m{>tchuong trlnh khuyen mai va gia
vao doanh thu, vv .
3.4.1. Thl!' nghi~m ng5u nhien hoan toan

Thu nghi~m ngiu nhien hoan toan (completely randomized design)
cho phcp chung tOJ so sanh nhieu muc khac nhau ella ITIi,}t XLI' Jy. De
lhvc hi~n dicu nay chung phai gi<lsu 111cac bien ngoai la i co tac dOng
nhu nhau vao Cl1Cdon vi thu: MD hlnh thir nghiern ng~u nhien hoan
101mduoc Ihl? hi~n trong Bang 4.2.
Chu oj b~t dau ILl'pl,an nay, de thuan ti~n ky hj~lI khi su' dung
ANOV A (Chuong '12) de phan rich cac thlr nghi~m mo rong, chung
ta dung ky hieu Y (bien phu thuoc) thay cho 0 (do luang), va X (bien
doc I~p) thay cho T (xir Iy). Nhu v~y, trong th& nghi~m nay, >,:, co
nghia 111do luong cua mire xtr Iy thu i(X, ) tai quan sat thlr j.
Cia sv chung ta co mQI Xlr Iy voi k rmrc khac nhau (1, 2,..., i, ""
k). Chon ng5u nhien n don vi thlr va chia ng~u nhien thanh k nhorn
11,.11,.. ".11,." .• 11,(11=11,+11,+."+11;-1,,.+11,). M6i nhorn se chju mQI
muc XLI Iy nrong ting va do hrong ket qua Yii cua cac dem vi trong
cac nhom cho phep chung ta so sanh SI! khac nhau, neu co, ve hj~u
ung cua xU'ly o cac muc do khac nhau.
166 Plmcmg phap nghien roo khoa hoc trong kinh doanh
Bang 4.2. Mo hinh tIll'!' nghi~m ng~u nhien hoan roan

Mile xv ly
Quan sat 1 k
1 Yol y., r.l
Yo, YiJ Y....
y,.. Y.., Y..

•
Vi du, de so sanh (gi5ng nhau hay khac nhau)hieu (mg cua ba

dang POP (POP" PO~, va POP,) vao doanh thu mOl loai thuong
hi~u chung ta thvc hi~n thu nghiem nhu sau: Chon, lay thi du, chin
clra h1111gva chia ng~u nhien chung ra thanh ba nhom, m6i nh6m ba
cua hang, Sau d6 trinh bay rimg POP cho timg nh6m cira hang
(ch~ng han POp, cho cua h1l11g2, 5, va 9, vv.). So sanh doanh thu ella
tLfIlg nhorn clm 111111g chung ta co the kiern dinh gia thllyet nghien
CtPU la hi~u ('rng ella esc POP khac nhau tren doanh thu. OCrli~u thu
th~p duoc trinh bay trong Bang 4.3,
nang 4.3. Vi dl,l rno 11ln11thll' nghi~m ng~u nhien ho~n toim
Mile xU-1)'
1'hi,,1 kIf rn5u POp, PO~ POp,
Chon chin cUa hang Doanh thu Doanh thu Doanh lhu
chia ngAu nhien Cira hang 2 Cua hangS CLIahang 7
thanh ba nhorn, mAi
nh6m trung bay Doanh thu D9aM thu Donnhthu
mQt dang pop CLIa hangS CLIahang 1 Cira hang 4
Doanh thu Doanh UlU Doanh thu

Cira hang 9 Cira hang 3 Cua hang 6
Cl1lI'(mg4. Phuong phap dinh hrong 167
3.4.2. Tlur nghi~m khoi ng~u nhien

Thir nghi~m khoi ng~u nhien (randomized block design) cung nrcng
tv nhu thu
nghi~m ng5u nhien hoan toan, Tuy nhien, voi mo I11nJl
nay chung ta co the' kiem soat hieu Lmg cia m(it bien ngoai lai rna
chung ta nghT rAng n6 se c6 hlC dong manh nhat trong mo hinh ngaLl
Mien hoan roan. Trang mo hinh nay chung ta cling do hrong hi~L1
Lmgcua k mlrc xu Iy (1,2, ,i, .k) ala m(it xu Iy va h rrurc bien thien
cua mQt bien ngoai lai (1,2, ,j, .h).
Kct qua do hrong Y/ cia cac don vi thir nghiern cho phep
chung ta so sanh 51! khac nhau, neu co, ve
hi~u Lmg cia xlf Iy a cac
rmic dO knac nhau (Bang 4.4). Kel qua cua do luong cling cho phep
chung ta nh~n dicn xcrn co S\f khac nhau (y cac mire bien thien khac
nhau cua bien ngoai lai khong.
Bang 4.4. M6 hlnh thlr nghi~m khoi ng~u nhien

Bien ngoQi In; Mu'c xU'ly
7 2 k
7
y" Yll Y;I y"
j Y'j Ylj Y(, YII
Ir Y,. "V211 Yi. Ylb
3 Tuong "" nhu rrong Ihu nghi~m ngiu nhien hoan loon. ky hi~u Y. cO nghla
Iii do ILl'(mgrmrc xlr 19 Ih" , ( ,y, ) tuo'ng trng vo; mtic bien Ihien th" j cua bien ng~i
la,. Trang truong hop c6 nhmu quan sat trong mQI cap xuI>' chUng fa ky hieu sO
quan sal 111r. Vi d", Y",Iii quan sal Ihlf r (trong r quan sat) tai rmrc xU 19 thlf i luang
':mg muc bien thien thlf j cU. bien ngoei lai; xern phan xU Iy trlnh bay trong
Chu'O'flg 12.
168 Phuong ph'; P nghien cuu khoa hoc trong ki nh d oanh
Tr6' Iili vi du (J mo hlnh thtr nghi~m ng~lI nhien hOEIn toan,

nhung bay gib giit Slf nha nghien am thay ring loai cia h1mg co the
anh huong den ket quit cua thlr nghi~m. Nghia la, loai cira hang co
the'la mot bien ngoili lai co kha nang tao hieu Lmg vao rhu nghiern va
nha nghien CUll muon loai trlr n6. Trong tnrong hop nay thl mo hlnh
khoi ng§u nhien la thich hop.
Cia sir co nam dang cia hang khac nhau: (1) cira hang sieu th],
kj hieu la A, (2) ora hang tt.r phuc V\I, ky meu Ja B, (3) ora hang
trong khu thuong mai, ky hieu la C, (4) cia hang tap hoa, ky hieu la
D, va (5) cua hang trong cho, ky hieu Iii E. Trong mai dang cia hang
chung ta chon ng§u nhien ba cira hang. M6i ctra hang trung bay mot
dang POP. 0,1 the' la dang P01~ duoc trung bay trong cua hang
AI' 8" CI' 0" va E,. POP1 duoc trung bay trong cira hang
A,. B"C" 0" va 52' euoi cung, POp, oU'Q'C rrung bay trong cua hang
A,.B"C" 0" va 5" Do hrong va so sanh doanh thu cua cac cira hang
theo limg mire XLI' I.>' va limg nhorn CLl'iJhang chung ta se kie'm
nghi~m duoc gill lhuyet 111cac POP khac nhau co tao hieu ung khac
nhau \1110doanh thu hay khong. DCI'li~u thu th~p cua tlur ngh1cm
nay duoc trlnh bay trong Bang 4.5.
Bang 4.5. Vi du thtl nghicm khoi n8~unhien

Mlrc ru Iy
Lo~i c,ra h;\ng POp, POp., POp,
A Doanh thu A, Doanh tim 14 Doanh thu A,
B Doanh thu il, Doanh thu B2 Doanh thu 8l

C Doanh thu C, Doanh thu C1 Doanh thu C)
D Doanh thu D, Doanh thu D, Doanh thu 0)
E Doanh thu E, Doanhthu £, Doanh thu E,
Chuong 4. rhlrong ph.l!' dinh It'llng 169
3.4.3. Thu' nghi~m Ihll'a so

Thtr nghi~m thua so (factorial design) cho phep nha nghien cuu do
IUOng duoc hi~lI tmg CUll hai hay nhi'eu xir Iy (y nhieu rrurc khac nhau
cung nhv kham pha duoc hi~lI tmg h6 tuong ella chung. Cung chu Y
III rhu nghi~m thua so Iii truOng hop tong quat cua cac IhLr nghi~m
mo rong trlnh bit)' trong phan nay. Thir nghi~m thtra so
bieu di~n
eho truong hop lhiet kc e6 tU hai bien doc I~p tro len. Mot each tong
quat, khi co n bien doc I~p no diroc goi Iii lhir nghiern thira so
n
chieu (n way factorial design). Cac lhir nghiem gioi thieu tren day 111
cac dang d~c bi~1 cua thir nghi~m thira so: mot chieu hay con goi la
don yeu t5 (single-factor experiment).
Vi du, gia Sll'chung 1<1muon thu' mot kieu dong ho maio De' thu
nghi~m chtmg til thiet ke ra ba muc gia (p,. P" P,), ba loai nhac
chuong (N" No. N ..) va hai mire thoi gian bao hanh (r,,1;). Mu hinh
Irong Hlnh 4.3 bieu di~n thir nghie.m thua so trong truong hop nay
va n6 duoc gvi 111m6 hlnh thua so 3x3x2. Nhu v~y,1110hlnh nity co
long cong J R 0 quan silt. M5i 0 qual1 sat' ella 1110hlnh Iii mot dip XLr
Iy kel. hop giu'a ba muc khac nhau ella ba XLI'ly.
1-11n11 4.4.Mo 1111111 Ihi.. ngl1i~m thira so
P,
P,
P,
170 Phuong phap "Shien cuu khoa hoc Irong kinh doanh
Lay vi du Y,1I1i1 cap XLI" Iy kel hop giiia nurc nhac chuang N,
muc gia p" va muc thOi gian bao hanh r..
Trong vi du nay, chang
han chung ta chon mot m~u ng~lI nhien 180 nguoi tieu dung, chia
ngilu nhien ra thanh 18 nhom urong img voi 18 0 quan sat, m6i
nh6m gcm 10 ngl10i lieu dung se diroc trinh bay mot cap xu IY. CI,l
the'lil tung nguoi tieu dung trong nhom 10 ngub-i lieu dung a 0 thu
nhat (N,. p,. 7;) se danh gia mot kieu dong ho voi nhac chuong N"
rmrc gia P" va rmrc thai gian bao hanh T,. Tucmg tv nhu v~y cho 17
nh6m con lai,
Cling chu 'I lil giao trlnh nay chi gioi thieu so bo ve thu nghiem
thua so va vi du !ren day chi mang rinh chat minh hoa. Tlur nghi~m
thua so la dang thir nghiem phO' bien trong nganh kinh doanh va
nhiCu nganh khoa hoc khac. TlI)' nhien, thiet ke vii xu 1'1 chung
tuong dO'iplurc tap, d~c bi@tkhi si5lu'Qng cac yeu to va so luong muc
d(l cua chung tling, chung la phai slf dung cac thu nghiem thua so
tung phan (fractional factorial design), sU'dung phep ru t gon phu
hop. Neu mLlon 11111hicu m(lt lITIg dung rnoi phat Irien ella thu'
nghi@m thlr" so
va thang do MaxDiff dung trong tlliet ke nay, xern,
lay vi du, Nguyen, Nguyen & erg (2006) va muon di sau han vao
lanh vue nay, xem. vd, Wine!"& ctg (1991); Montgomery (2005).
4. De -ngh i nghien Clru djnh hrong

Nhu d1i gi6i thieu trong Chuong 3, de nghi nghien CLI'll La mot ke
hoach nghien cuu trong d6 rna ta va giai thieh qua trlnh nghien cuu
mot each c6 he thong de' nh~m hieu biet hien nrong khoa hoc din tim
hie·u. Khac v6i tinh Linhhoar trong de nghj nghien cuu dinh tinh, kit
cau cua ban de ngh] nghien ciru dinh ILr(,Jl1g
tlurong ch~t che va theo
mot trlnh tv ro rang. Mot de ngh] nghien ciru dinh hrong can bao
gcm cac phan co ban sau: (1) gi6i thi~u, (2) to'ng ket 1'1thuyet, rna
• Cung tllOng hI nhu Irong me)hinh khOi ng~u nhien, Irons mOi (> quan s~t
lhuong cO nhil!u quail 55t.
Chuong-t. Phuong phap djnh IU\1ng 171
h\nh nghicn ClYU va gia thuyet, va (3) thiet ke, phuong phap vil ding
CI,I nghicn ceu,
1. Cic'li Ihifll: Phan gioi thi~u nham muc dich gi&i thi~u tong
quan vc d~r an nghicn ciru muon de xuat thuc hi~n. CI,I the
phdn nay gioi thi~u van de, muc tieu, cau hoi nghien oru.
D~c bi~t trong phan nay can phai lam ro y nghia cua ket qua
nghien cuu (dV kicn) dc' thuyet phuc nguoi doc (vd, d6ng
gop vc m3t I); Lhuyet, thuc ti~n, chinh sach, xii h';'i, vv.).
2. CCI so Iy IllIIy~1 vamij hill" IIgliiell cuu: Phan long ket I; thuyel
nay giai thi~lI co s6 Iy thuyet dii co ve chu de nghien cuu.
an chu y la tong kct va SLr dung Iy thuyet trong nghien oru
dinh hrong khac vai nghien ciru djnh tinh: nghien CLI'U djnh
rinh dims de' minh chung Iii ly thuyet dii. co chua giai thkh
duoc, ho~c giai rhlch chua hoan chinh ve hien nrong khoa
11(,)Crna chung ra de nghi nghien cuu, Trong Llghien cuu
dinh hrong, C~Jsal; thuyet duoc sil' dung de x5y dung 1110
hlnh va gin thuyet nghicn ClI'U. VI v~y, phiin nay, din lam ro
Iy lhuyet nell SLI' dung va nhirng nghien cuu truce day d5
giili quyct duoc nhirng gl va nhu'ng gl chua gilli quyet diroc
dc' minh chong duoc gia thuyet duoc suy di@ntrang nghiiln
cuu nay 1.1rna; va c6 y nghia (dang diroc nghien ciru nhu da
gi&i thi~u rrong phan gi&i thieu).
3, Thiel ke'va piurong' pillip Ilgltihl c{rll: Phan nay can gi6i thi~u
chi tiet ve thie! ke, qui trlnh va cong cu se duoc Slf dung
trong nghien clru. Tuong tv nhu trong dinh tinh, chung ta
can bi~11Iu~n s\r phu hop cua tung phuong phap va cong (\1
da chon, Vi du, d6 la phuong phap khao sat th] can phai lam
ro VI sao dung plurong phap nay, baa gom may buoc (vd, so
b';', chinh thll'c, vv.), do luang (thiet ke, daM gia), m5u (kIch
thU'oe, ky thu~1 ehQn), cong Cl,I xu Iy dir lieu (trong danh gia
thang do va kie'm dinh gia thuye't, vv.). Ph'an nity rat quan
'172 I'lurong pluip nghien ciru khoa hoc trong kinh doanh
trong VI n6 gtup nguoi doc danh gia diroc tinh phu hop va
d{>tin c~y cua phuorrg phap Slr dung.
So v6i de ngh] nghien cuu djnh tinh, de nghi nghien ciru dinh
luong ro rang va cu the' hon, va vi vay, nglfCridoc cling d~ dang danh
gia hon vi tat ca hau nhl1 da dLYQCchi roo Phan nghien aru don thuan
la thu th~p dii lieu de kiem dinh me hinh ly thuyet da duoc suy di~n
tir ly lhuyet.
Chueng 4. Phucng phAp dinh luong 173
TOM TAT CHUONG 4
Chuong 4 nay gi6i thi~u phuong phap dinh luong dimg de kiern
dinh Iy thuyet khoa hoc dua vao qui trinh suy di~n (Iy thuyet -+
nghien cuu). Nghien Cll'U djnh hrong bao gom hai phuong phap
chlnh, do la (1) khao sat va (2) thlr nghiem. Cong C\) thu th~p dli' li~u
chu yeu la cac phuong phap ph6ng van: ph6ng van tnrc di~n, phong
van quan di~n thoai, gui thir va qua m{lng internet. Cac cong cu phaJl
tich di:r li~u dinh IUQ'ngpho bien 111cac phuong phap thong ke (dua
vao phuong sail. Dli' li~u de kic'm dinh Iy thuyet bao gorn ba nhorn
chinh (I) du' Ii~u dii c6 53n, (2) dU'li~u chua co sfu1va (3) diJ'li~u chua
c6 lren th] trtl'ong.
Muc dich ella nghien dinh 11I'O'ngIa kiern djnh I)' thuyet khoa
hoc, Vi v~y din xac djnh va'n de nghien oru va dua ra muc tieu
nghien clhl phu hop cho phuong phap djnh luong, Khac voi tinh
Linh hoat trong phuong phap djnh tinh, trong phuong phap djnh
lu·qng van de, muc tieu, call hoi va gia thuyet nghien ciru duoc xac
djnh ro rang va ch~t che. Muc tieu nghi0n CLfUduoc trlnh bay (y dang
cau phat bW'u,cau hoi nghien crru IIImuc tieu nghien cuu duoc phat
bieu & dang cau hoi, va gi,\ thuyet nghlen cuu Ht cau tra lUi cho cau
h6i nghien CLfU. Cia thuyet nghien ciru phai dircc suy di~n ttf Iy
thuyct va n6 khong phai la tra 10; cudi cung eho cau hoi nghien ctru
rna chi Iii diu In; IOi dir kien. Cia thuyet phai duoc kiem djnh b~ng
dCt Lieu dll' rninh chong n6 c6 tra loi duoc cho cau hoi nghien ciru voi
dfr lieu hien co hay khong.
Trong nghien c(ru djnh hrong, m~u thuong co kich thuoc IOn va
duoc chon theo plurong phap xac suat de cO the d~i di~n duqc cho
dam dong can nghien cltu. Tuy nllien, chon m~u khang theo phuong
phap xac suat nang duqc Slr dl,lng pho bien trong nghien Clru djnh
174 Phu'Ong phap nghien CI}U khoa hoc rrong kinh doanh
luong. Cong C\I thu thQPdCfli~u trong nghien ciru 111bang diu hoi chi
tiel voi cac thang do QUO'c xac dinh TO rang,
Khao sat lit phuong phap thu th~p di'y Ii~u phD bien nhat trong
nghien clru dinh IUQ'l1gvi no cho phep chung ta thu th~p duoc nhfeu
dang dli' Ii~u khac nhau phu hop cho limg dCran nghien ciru CI,I the.
OCrli~u khao sat la dli' li~u thu th~p t~i mot thoi diem, vi v~y, dCrli~u
nay khong n6i len moi quan h~ nhan qua gili'a cac bien. De thu th~p
du' Iii:u nhan qua, chung ta phai thiet ke cac thir nghiern.
Thtr nghiem la dang nghien cuu nhan qua nh~m muc dich tim
moi quan h~ nhan qua giu'a cac bien trong thi tnrong. De' co moi
quan h~ nhan qua thi (1) bien nguyen nhan va bien ket qua phai bien
tl'lien dong hanh v6i nJ1<lU,(2) bien ket qua phai xuat hien sau ho~c
dong thai voi bien nguyen nhan, va (3) khcng co nhli'ng Iy giili khac
eho bien ketoqua tTir bien nguyen nhan da duoc xac dinh,
Thu' nghiem co the' lien hanh t~i (1) hi~n truong th~t hay (2)
hi~n tru'ong gia tao. Thiet ke thtr nghi~m co ba nhorn chinh, do la (1)
thiet ke ban Ihll' nghi~m, (2) thiet ke thir nghiern thuc SI,I', va (3) thiet
ke thLI'nghi~m m6 Tong. Ket qua cua thu nghi~m duoc danh gia dua
vao (J) gia tr] noi, noi Illn kha nang loai trt! cac ly giai thay the cho
ket qua ella thu' nghi~m, vir (2) gia tr] ngoal, noi len kha nang tong
quat h6a ket qua cua thll' nghiem cho th] mrong th~t.
Cuoi cling, khac v6i tin], linh hoat trong de
nghi nghien ClTU
dinh tinh, ket cii'u cua ban de nghi nghien ciru dinh hrong thll'ang
ch~t che vir theo mot trinh t~r ro rang, MQt de nghi nghien ciru dinh
IUQ'l1gcan bao gom cac phan co ban salt (1) gioi thieu, (2) tong ket Iy
thuyet, mo hinh nghien cuu va gia thuyet, vir (3) thiet ke, phlIang
phap va eong (\I nghien clru.
Chucmg'l. I'lllI'cmg phrip dinh IU(1ng [75
CAU HOI ON TAP VA THAo LDAN CHUaNG 4
1. Nghien cuu djnh luong thuemg duoc Slr dung trong nhirng d" an
nghi&n cuu nao? Vi sao phai SU' d\mg nghien ctru dinh luqng thay vi
nghien cU1.I djnh tinh?
2. Cho biet sl. dung Iy thuyet trong nghien cuu djnh IUI;mg khac voi
nghien ctru djnh tinh nlnr the nao? Cho vi du minh hoa?
3. Cho biet s\r giang nhau va khac nhau gilfil phuong phap khan sat va
phuong phap thu I1ghi~m?Cho vi du minh hoa?
4. Cho bie'! khi nao s(r d\mg khao slit va khi nao su dung lhll' nghi~m?
Cho vi d\. minh hoa?
5. Chon l11¢t chu de nghiCn cuu din dimg plnrong phap khao sat va xily
dvng d'~ nghj nghil!11 CL;'UvI} chI'. dE<nay.
6. Chon IIlc)l chu de nghien CU'Lldin dimg phuong phap thlr nghi~1Il va
xay d\l'Ilg <cfe nghj nghien Cll'LI ve
chu de nay.
176 Phuong phap nghien em. khoa hoc lrong kinh doanh
Crano WD & Brewer MB (2002). Principles and Methods of Social Research.

2""ed, Mahwad N]: Lawrence Erlbaum Associates: Tai Ii~u nay ve phuong
phap nghien CUll trong khoa hoc xii hQi, ~p trung vao phuong phap dinh
luong.
Schwab DP (2005), Research Methods for OrgalJlzatiollal Studies, 2""ed,

Mahwad N]: Lawrence Erlbaum Associates: Day cung la tai lieu ve
phuong phap nghlen oru t~p trung vao phuong phap dinh hrong, gial
thi~lIday lit, ve phuong phap khao sat va thu nghiem, d~c bj~t thao lu~n
kha ehi tiet ve gia tr] ella nghien ciru,
Dubin R (1978). Tlreory Building, New York: The Free Press: Day la tili li~lI
truyen th5ng ve x5y d~I'ngIy thuyet khoa hoc. La tai li~u chuyen khao ve
phuong phap x5y dung va kiem dinh Iy thuyet theo qui trlnh suy di~n va
ral' din thiet cho nhlmg nhil ngh;,~nCLrU theo qui trinh suy di~n.
Cheong 5. Phtrc)!lgph~p I'll", hop 177
Chuong S
Phuong phap hon hop
Chuong nay gi&i thi~u cacnQi dung:
1. 11611hop trong nghiell citu khoa 119C
2. Thiel ktkel'wplrOllg pl'llJ'(l'llg plulp hall h9'P
3. Vi c/(I ve pillro'!'!s plull) 11611 IWp
4. D~ Ct/'(lllg llghien Cli'rl hflll hVp

1. H~n hQP trong nghien Clru khoa hoc

Nhu cia gi6i thi~u trong Cheong 1, phuong phap han hop, phei hop
cac trucng phai, phuong phap va cong cu oa duoc cac nha nghien
. crru chap nh~n va Stl dung rong rai trong nghien ciru khoa hoc xa hoi
noi chung va nghien ClI'LItrong kinh doanh noi rieng trong nhimg
nllm gan day (Cresswell 2007; Jack & Raturi 2006; Lewis & Grimes
1999; Tashakkori & Teddlie 1998).
Phuong phap h5n hQP (mixed methods approach) dua tren co
so ora h~ nh~n tlurc thuc dung, chu trong vi~c ling dung cua san
pham khoa hQc-giili quyer van de kinh doanh (Creswell & Clark
2007). Voi co s6'cua h~ nh$n thuc thirc dung, Slt dung phuong phap
nghien cuu nao khong phai Ii'! van de quan rrong rna van de chinh La
san pham ella chung giup giai thich va du bao co hieu qua cac hien
tuong khoa hoc. Vi v$y, vi~e ket hop hang loat cac phuong phdp,
cong C~I,Iy thuyet, nhlt nghien cuu. dja oielll, vv. dell pho hop neu
su' kel hO'Pdo lit each thtrc eho chung ta ket qua phu hop nha!
(Cresswell 2007; Jack & Raturi 2006; lick 1979; Greene & Caracelli
2003).
Ti'Cn d'C lam ncn tang cua phuong phap h6n hop III "ke~tWPgiri'a
dinh iinh va dinh Irl\)'rrg se cho cfuillg /(1 Jri€ir bier ro han ve van cIe nglrierr
cirri so vo! s,i' d!II'g dlnh till I, hay dinil luang rieng Ie" (Creswell & Clark
2007, 8-9). Nhu v~y, kct qua nghicn cuu ella phuong phap h6n hop
se co giti tr] han.
MQt la, phucng phap han hop giup chung ta kh~c phuc duoc
nhuoc diem cua phirong phap dinh luong va dinh tinh. Vi du, nell
chi Slr dung don thuan phirong phap dinh hrcng, chung ta khong
thu duoc du- li~lIben trong (insight data) ella dei tttqng thu th~p du-
li~u. Nh& lai la du- Ii~u djnh hrong dU'Q'Cthu th~p thong qua bang cau
hoi cau true thea thang do da dinh (xem Chuong 4 va 7), vi v~y du-
lieu nay thuong bi phe binh Iii dlr li~u tren be m~t eua van de (on-
Clurong 5, Phll'0'I1g phap h~n hop 179
face data). Trong khi do, du' Ii~u dinh tinh lai phu thuoc vao nha
nghien cuu rrong di~n giai ket qua va khong tong quat hoa duoc
chung vi m5u nh6 va khang d<,tidi~n cho dam dong (xem Iai Chuang
3), Vi v~y, dCrlieu han hop giCfadjnh tinh va dinh hrong giup chung
ta kh5c phuc duoc cac nhuoc die'm nay (vd, Teddlie & Tashakkori
2003),
2, Thiel ke kel hqp Irong plnrong phap hon hop

2,1, Ke't hop trong nghien ciru
'it tuong ve hanhQP Irong nghien ciru c6 Ie xuat hien tir vi~c st.rdung
da phuong phap trong danh gia thang do cua Campbell & Fiske
(1959)va ro net hon lil S~I' xuat hi~n khai niem da phuong pnap
(triangulation; Dcnzin 1978), can day thuM ngli: qualiquantology
duoc gioi Ihi~l1de' chi cho vi~c kct hop giCradinh tlnh va dinh IU'O'ng
(Stenner & Rogers 2004), Tuy nhien, thu~t ngu mixed methods
approach hay mixed methodology duoc Sll' d\111g pho bien trong
cong dong khan hoc de chi cho each tiep c~n h6n hop.
Da phuong phap duoc the' hien b nhmu d~ng khac nhau.
Dcnzin ('1978, 291) djnh nghTa eta phuong phap la "su ket hop nhiell
phuong phap trong mQt nghien ciru de' nghien cuu mot hi~n tuong
khoa hoc", Tuy nhien, Ihll~t ngCrda plurong phap dii duoc phat triel1
rong han nhi'eu so v6i y ttrong ban dau cua no. Da phuong phap con
lien quan den vi~c slr dung ding mot luc nhieu 1),thuyet khac nhau
va!ho~c nhicu nha nghien ciru de xem xet, di~n giai mot hi~n nrong
khoa hoc ella mot nghien ciru (Jack & Raturi 2006).
Tren co 56 da phuong phap thi trong thuc te nghien CUll khoa
hoc xii hOi ngily nay, tuy the' hi~n 6 nhting mire dQ ket hQP khac
nhau, hall nhu d\r an nghien ctru nao cung 6 dang ket hop, UlY vi
du, Irong nghien ciru dinh tinh, vd, nhir phuong phap GT
(Grounded Theory), phirong phap tinh huong, chung ta Slr dvng
nhi'eu phuong phap thu th~p dfr li~u va nhleu di)ng dli' li~u khac
180 Phucng phap nghicn cuu khoa hoc trong kinh doanh
nhau. Trong phuong phap djnh hrong ding v~y, chung ta SlY dung
hang 10(1tcac nghien cuu dinh tinh de' nhan dang va kharn pha van
de nghien cuu, xay dung cac thang do eho khai niem nghien ciru, d~c
bi~t la cac khai ni~m nghit'm ani maio Chung ta ciing su dung nghien
ciru djnh tinh de giai thich cac ket qua dinh luong rna chinh nhfrng
con so thu duoc trong djnh luong khong the gi3i thich dU'QC,VI du
MU' cac gla thuyet b] tlr choi khi duoc kie'm djnh b~ng dlf Ii~u dinh
hrcng, vv,
Cresswell & Clark (2007) dua ra nam dang ket hop nghien cuu
phu hQP cho phuong phap hem hop nhu sau:
1. Nha nghien CLI'lIthu th~p dfr li~lI dinh hrong (Slr dung bang
diu hoi cau true) va thu Ih~p dff li~u dinh tinh (vd, thao lu~n
nh6m) ve cung mot van ere nghien ciru de so sanh ket qua
(tuong dong hay khac bi~l),
2, Nhla nghien (t'I'U Stl' dung tlur nghi~m voi do lvong djnh
IU'<lng(su' dung phuong phap dinh 1U'C;mg), Tuy nhien, truce
khi lien hanh thll' nghi~m, nha nghien ciru Slr dung phuong
phap djnh tinh (vd, rhao IlI~n tay doi) de' gillp thiet ke thu
nghi~m nay ho~c de xac djnh dung doi tuong tham gia vao
thll' nghi~m (doj tLr(;mg thu thap dfy lieu).
3, Nha nghien Ctl'lI SLf dung phuong phap djnh luong (ph6ng
van b~ng bang cau hoi cau true). Sau do, tien hanh thao lu~n
tay doi v6i mQt so doi nrong ph6ng van (da tra l(rl cho bang
de
diu hoi dinh ILfQTIg) tim hieu sau hon nira ve nhirng tra
loi cua ho trong bang phong van djnh luong.
4. Nha nghien ciru SLr dung phuong phap djnh tinh (vd, theo
lu~n nhom) voi doi ruong phong van ve chu de nghien cuu,
phin rich dii li~u d~nlltinh thu duge nay de thiet I<ethang
do eho nghien cuu dinh IU'QIlg.
Chuong 5, I'hlTlJ'ng pluip hbn hop 181
5. Nha nghien CLI'U kel IWp ca hai phuong phap, dinh tinh va
djnh luong trong suot qui trmh nghien eLI'Ll, vd, trong xac
djnh van de nghien cuu (dung cil dCr li~u djnh tinh va djnh
IUQng), diu hoi nghien crru (cit (, dang dinh tinh va dinh
luong), thiet ke nghien ciru (djnh tinh va dinh luong), thu
th~p va phiin rich dil li~u (dinh tinh va dinh hrong). di~n
giai kel qua nghicn ciru (dinh tinh \'a dinh luong) de tra loi
cho cau h6i nghien cuu dinh tinh va dinh loong da de ra.
Voi nhung eo sa
tren, chung ta co the djnh nghia phirong phap
h3n hop la mOl dang thiet ke nghien Cli1.1 dua vim nen tang cua h~
nh~n thuc thuc dung (xem l\li Chuang 1) de djnh huong rho vi~e thu
th{\p, phan tieh va di6n ghli du' lieu ket hop git}a dinh tinh va dinh
luong trong m(ll buoc, nhi'eu buoc, hay toan bQ qua rrinh nghien
cuu, Trong pharn vi ella giao trlnh nay, chung La gioi th.i~u mot so ket
hop phD bien rrong phuong phap h6n hop,
2.2. Cae di)l1g Ihiet ke h6n hop pho bien

Vi~c kel hop giu'a djnh tinh va djnh luong duoc tile hi~n (j nhicu
dang khric nhau. Tashakkori & Teddlie (1998) tong ket qua trlnh phat
trien phuong phap rrong nganh khoa hoc xii hQi va hanh VL bao gom
ba giai doan chinh, (1) giai doan don phuong phap (monornethod
era), (2) giai doan hmh thanh phuong phap han hop (emergence of
mixed methods), va (3) giai doan hlnh thanh mo hlnh h6n hQP
(emergence of mixed model studies, Bimg 5.1).
Creswell & Clark (2007) chia cac thiet ke han hop thanh bon
nhom chinh, do la thiet ke (1) h6n hop da phuong phap
(triangulation design), (2) han hop giln ket (embedded design), (3)
h6n hop giai thich (explanatory design), va (4) h6n hop kham pha
(exploratory design). Phan duui day, dira chinh vao Creswell &
Clark (2007), giai lhieh d~e die'm eua cae thiet keh6n hqp nay. Trong
182 Phl,ong phap nghien cuu khoa hoc trong kinh doanh
th~feti~n nghicn cuu, hang loat nhfrng bien the ella chung duoc slr
dung va duoc t5ng ket trong Creswell & Clark (2007) va Tashakkori
& Teddlie (1998).
nang 5.1. Qua lrinh phat tril!n cua phirong' phap han hop
Ciai doan I: DO"nphuong phap: thekY18-19505
A. T/llilin Illy dill" luang (D!NH B. TIuilill Illy dinh tlnh (DINH TiNH)
LUONC)
1. DO"ndfr lieu (DINH LUONG) I. DO"ndu Ii~u(Dll\1H Tt~H)
2. Da dfr li~u trong rung h~ 2. Da du lieu trong cung he nh~n
nh~n thuc thirc
8. 11111 tu 8. Thir tt,l'
DlNH LUONG >DINll DINK TiNH->DINH TiNH

LUONG
b. Song hbnh b. Song hanh
DINII LU'ONG+DINII LU'ONG DINH TiNH+D!NH "{'iNH
Giai dOQIl 11:I llnh thanh tnrong phai h8n hop: 19605-19805
It Olllf.: vi ir! (eana! SIIlIIlS designs) 13.CHtNH-phl;l (dominant-less
domirlallt designs)
I.Tht. t\' 1. Th':, tv
a. DINH TiNH->DINH LliONG a. DINH TINH->dinh Ilf(Jng
b. DINII LUONG 4DINH TfNH b. DINH LUONG->dinh tinh
2. Song h1111h 2.Songhanh
a. DINH TiNH+DINH LUONG a. DrNH TiNH+djnh IU(mg
b. DINH LUONG+DINH riNH h. D!NH LVONG+djnh tinh
c. Thiel kc'llJlI d!mg dll plueong pillip Ii da cKp (mlllli/evelllSe of approoches)
Chuang 5. I'hul1l1gphilp non h(yp 183
Clai dean III: Me hinh tong h\IP: 1990s-')

A Blrue IIghirll ane-dan (mg d!llIg B. 81~6clIghim ctru--Dn (mg d!lIIg
I. Dang nghi~n cuu 1. Dang nghien cuu
DINH TfNH hay DINH LliONG DJNH TfNH vaJho~c D!NH
LlfONG
2. Thu th5p dfr ti~u 2. Thu th~p dfr li~u
DII'-:HTINt I hay DINt I LliONG D!NH T1NH vil/ho(ic DINH
LlfONG
3. Ph5n tich d i~n, giai d fr Ii~u 3. Philn tid, di~n, giai dfr ti~u
DINH TINII hay DINH LlfONC DlNH rlNH va/ho~c D!NH
LlfQNG
Ghi chu:
'D!Nl-J LU'(JNG: dinh 11l(1l1g Iii d,ill/,
-dil1/l/l1'(1Itg: (fillh 111'(1118Iii pl,!1
'D!Nfl TiNI1: Iffl1/r IIII/r 1/\chinl:
'Ifill II 11111,:Ilillll tinh It! ph(1
Ngullll: Tashakkort & Teddlic (199ft 15)
2.2.1. Thiel ke hon hop da plurong phap

Thiet kc han hop da plurong phap la dang thiet ke trong do nhil
nghien cuu sti dung ca dinh linh va dinh luong. Ca hai phuong phap
duoc tien hanh ding mot luc (song hanh) va co vai tro nhir nhau
trong d~r an nghien ciru (Hlnh 5.1). Song hanh (; day co nghia Iii ca
djnh tlnh va djnh 111Q'ngdUQCtien hanh dong thm nhung rjeng bi~t
v6i nhau trong thu th~p va phiin rich dii' li~u. Vi v~y, nita nghien ciru
hai dang dii Ii~u dinh tinh va djnh hrong nen c6 dieu kien so sanh,
ket hQP di~n giai ket qua cua chung voi nhau de c6 the' hieu biet ro
rang han ve van de din nghien cuu.
184 Phuong phap nghiiln ClIU I<I10ahoc trong kinh doanh
Hlnh 5.1.Thiet ke h~n hop da phuong phap
D[NHTiNll D!f',trr LUOO'JG
1 1
Di(!ngi<iidea vao ket qua
D[NH TiNH + DINK LUONG
2.2.2.Thiel ke hon hop g~n ket

Thiel ke hon hop g3n kC'1 Iii dang thiet ke trong do mot phuong
phap (dinh tinh ho~c dinh hrong) 111chinh va phirong phap con l'1i
g5n vao vai phuong phap chlnh (Hlnh 5.2). NhU' v~y, phuong phap
g~n ket (phu) nay dong vai \1'0h6 tro them dtf li~u d10 phuong phap
chinh. Lay VI du, chung ta c6 the phong van them mot so cau hoi
dinh tinh (djnh tinh g~n ket vao dinh luong) de c6 dir Li~u hieu ro
them ve van de din nghien cuu,
Hinh 5.2. Thiet kC' hlln hop g~n ket

E)~"h ILI\lIIA g~" kC't trong DIN H TfN 1-1
DINHTINfl
Di~n giai dua vao ket qua
I cI jnh 11IQng I DINHTiNH(djnh luong)
Dlnh linh go\nkC'llrong

• DINH LUQNG
DINNLUQNG
Di~giaj dva vaoket qua
I djnh Unit
I D~ LUONG(djnh tinh)
185
2.2.3. Th iet ke han hop ghli thich

Thiel ke hon hop giai thich la d\lng Hliet ke trong phuong phap dinh
luqng la chinh. Phuong phap dinh tinh dung de" gial thich cho ket
qlhl djnh hrong (Hinh 5.3). Nhu v~y, trong thiet ke nay, phuong
phap dinh rinh va dinh luong khong dong hanh voi nhau rna beo
gom hai bu6c ro r~l (two-phase approach).
Uy vi du, chung ta rhuc hi~n nghien ciru dinh hrQ'ng de' kiern
djnh m{lt Iy lhu),ct khoa hoc n;1O do. Tuy nhien, sau khi kie'm dinh,
m{lt so gi<l thuyel b] tu dlOi nhung chua bier Iy giai nhu the nao.
I'\hu'ng con so djnh luong, VI du rmrc y nghla (p-value) chi giup
cluing ta dlap nh~n hay tU· choi gia thuyet nlurng khong cho chung
ta biet !"i sao. Vi v~y. chu ng ta co the'lhv'c hien mot nghien cuu dinh
tinh de thu th~p du' Ii~u giai thich cho kef qua dinh hrong do.
Hlnh 5.3. Thiel ke hon hop ghH thlch
DINH djnh Di~n gi<iidua vao ket qua

LUONG
1-+ tinh
---<0
D!NH LUONG -) dinh tlnh
2.2.4.Thiel ke h(jn hop kham pha

Tuong 1'1,1 nhtr lhiet ke han hop giai thich, thiet ke hfln hop kharn
pha cilllg ducc tien hanh hai (hay nhieu) biroc, Dinh tinh la phucmg
phap chinh nha nghien Clnl Slc dung de kham pha hi~n nrong khoa
hoc din nghien ceu, Tiep theo, dung djnh Ittqng de khfu,g dinh ket
qua dinh tlnh (I linh 5.4). Lay vi du chung ta dung phuong phap djnh
tinh de xiiy d1,l'ng cac gici Ihuyet (Iy thuyet), Sau do dung phuong
phap dinh luong de" kiem dinh chung.
Hinh 5.4. Thie't ke' hSn hop kham phil
fJlNl-l djnh Di~n gi~i dua vao ket qua

TiNH
~
Illf,mg
r-- Dj"NH TINH ~ dinh hrong
Hang IO~1nhfrng bien Ihe' thiet ke han hop kham pha nay xuat
hi~n, d~e biet trong cac nghien eiru dinh IU'QTIg.Lay \7] du sir dung
dinh tinh de kharn pha thang do cua mot khai nien) nghien cuu,
dung djnh luong de danh gia chung, vv .
3. Vi du ve phuong phap h6n hop

Nhu dli nell tren, eo nhi'eu dang phoi hop giu'a dinh tinh va djnh
luong. philn nay gi6-i thieu mOl vai nghien ctru su dung mot so dang
phoi hop pho bien.
3.1. Vi du 1 ve hlln hop kharn pha

Nguy6n Dlnh ThQ & ctg (2010) trong mQt nghien cuu ve thuoc tinh
dia phuong va SI,l' hai long cua doanh nghi~p dli su dung phuong
phap kct hop kham pha b~ng each sir dung djnh tinh de' kharn pha
cac IhuQc tinh ella dia phuong co kha nang dem lai SI,l hai long ella
doanh nghi~p kinh doanh tren dia ban tinh Tien Giang. Sau d6 Slf
dung phuong phap djnh IUQ'ngde' kie'm djnh lai ket qua djnh tinh.
Cu the nhu sau:
,..Nhflllg thach thue trong canh tranh Iren lanh vue roan diu
dbi h6i cac quae gla, Ihimh pho. tinh thay aoi eachnhln cua ho.
Cac IhuQc tinh san xuii't CO ban khang con la aieu ki¢n th~n
quyet de phat Irie" kinh te ntra. Neu cac dia phuong cung canh
tranh vao tai nguyen thien nhien dAn den gia ella no
ngay cang
Chll'lmg S. Phuong pll1;p h6n hQP 187
c6 xu hu'ong giam di. Lao d(mg re thuCmg khong bu duoc cho

kY no ng lao dong ...
...,Mot each nhin ve
dja phuong rna nhieu nha hoach dinh
chfnh sach dong y do Iii xem m\'>t dia phuong nhu la mot
thuong hieu de marketing no (Kotler & ctg 2002). Nhu v~y, ve
m~t marketing, mot dia phuong dlrqc xem nhir la m{>tthuong
hieu, gQi Iii "thirong hieu dia phurmg" de phan bi~t voi thuong
hi~u san phflm va djch vu cua cac don vi kinh doanh .
...Tti khi ma
cua den nay, nen kinh te Vi~t nam v~ntiep
rue con dUOng doi rnoi va da dat duoc mot so ket qua dang
khich I~...
..,Vii dau ttl' trong mroc, tiing tnr6ng trong dau nr manh
nhii't v5n III khu If\IC kinh te nha nuoc, Khu VI,l'C kinh te tu nhan,
d~c bi~t til' khi lu~t donnh nghi~p ChIOC thi hanh (OJ/01/2000),
cung phat trien manh me. Tuy nhien, khu V,",'C nay cung con
nhi(hl h,1Il ,he, d~c bi~l lit thietl binh d~ng tTen th] rruong, phan
11110do 111mgi.1m d(lJ1g luc diiu tu (Dati tu 2005), Han nCra cac
djch V\I quan Iy, hti trl' kinh doanh va hi! thong phap lu~t v~n
con nhi'i!lI bilt c~p vil chun t'!()ng b<),gop ph'iin lam giam tlnh
canh trnnh cua Vi~t Narn, vv, (Nha Quan Iy 2004),
...C6 nhiCu bili viet (vd, Darn 2002; Nguy~n 2002; Phan
2002; va 20(3) ve nhCmg thuoc
tInh lam giarn mire do canh
tranh ella Vi~t Nam cung nhu cua nrng dja phuong va nhCmg
phfin rlch donh gill nily gop phan vao viec nang cao nang l\fC
canh tranh cua Vi~t Nom noi chung va t(tng dia phuong noi
rieng, Tuy nhicn nhung phfin tich, danh gia tren mang rat
nh;eu chu quan, dua tren nhi! quan Iy dau tu holJc III dira tren
mot so than phren cua nha dau tu. Hau nhir chua co nghien
cuu nllo phan rich, danh gia car !huoc tinh ala phuong lam eho
cac nhll dau tu kinh doanh hili long v61 dja phuong hQ dang
dau tu kinh doanh, d~c bi~t Iii tiep c~n theo quan diem
m<lrketing dia phuong,
... LY
!huye! markeling noi chung va marketing dja
phuong noi rieng dil cho thay, neu khaeh hllng (dau tu, kinh
188 Phuong phap nghien CUllkhoa hoc Irong kinh doanh
doanh) hili long voi mot dja phuong, do la loi the canh tranh
quan trong elm dja phuong do...
...00 d6, kharn pha ra cac thLlQCtinh dia phuong c6 kha
nang lam Sid tllng mere dQ hili long cac doanh nghi~p tai mOL
dja phuong d6ng vai tra quan trong trong vi~c phat trien dja
plurong dol nh6m tac gi3 kham pha van de va dira ra muc tieu
nghien drul. Vi v~y, nghicn dru nay co muc neu: /(haiti phti ctic
tllUVc ",,1, (tin plllw"g cO killi 111'''8 Me d~"g dei, S!( lilt; lO"g n;a
don"l, "ghifp .
...Dia phuong nghien dru duoc chon la Tien Giang va doi
tuong nghien cuu chinh la cac doanh nghi~p dang diiu tu kinh
doanh tai Tien Giang. Qui trlnh nghien ciru duoc thuc hien
thong qua hai buoc chinh, (1) nghien oru kham pha bilng
phuong phap nghien cuu djnh tinh, (2) nghien elm chinh thuc
b3ng phuong phdp nghien ciru djnh IU'Qng ldua ra pham vi vii
giai thi~u qui trlnh nghien ciru baa gom hai bU'!1C:phoi hop
giG'. djnh tinll va djnh luongl.
so
"I'/1fI(lc /{1111 din plltr<1tIg va 1111,1 tfliu lu' kinh doanh: ..,Mot
nghien cuu cho (hay thuvc tinh din phuong d6ng vai tro quail
rroog deii v<ii khach h1"'g ,mu ttl' kinh doanh va s~, thimh cong
trong kinh doanh phu thu('>crat 16n vao vi~c chon lua dia diem
de clau ttr kinh doanh, Vi v~y. nha marketing dia phuong dtn
phai n~m b~l ducc nhCrng doi h6i cua khach hang d'au tLt kinh
doanh cua din phLrang mlnh (Ulaga & ctg 2002; Stelzer & ctg
1992). Oe canh tranh voi dia phuong khac, nh1t marketing dja
phuong can phai lam cho dja phuong minh co OOCmgthuoc
tinh c6 the th6a man eho khach hang dilU hr kinh doanh hi~n
t~i cUllg nhu nrong lai. Nhu cia phan tich, co nhieu thuQc tinh
dia phuong c6 anh htl'6ng quyet djnh d'iiu tu kinh doanh clla
khach hang nhll' lao dong, thi truOng Gau Ta, hi) t'iing co s6. giao
thong v~n tai, tnrong ciao t\to lay nghe, chat luc;rng sOng, lu~t
philp va thue, chmh Sikh lfU diii, tiep c~ cOng ngh~, von, vv.
Igioi thi~u mot SOCO' sa Iy thuyet ve ma.rketing dja phucmg].
Chuong 5, Phuvng phap h~" hop 189
,,,T~i Vi¢t Narn, nghien crru cUng cho thay c6 nhieu thuQc
tlnh dja phucng can dvoc hoan thi~n de' hap d~n khach hang
dau tu moi va thoa man cong dong kinh doanh hi~n tai, vi du
nhu co so h" tang elm han ehe, ky nang cua nguoi lao dong con
thap, thu t\IC hllnh chanh chua hieu qua, vv, (vd, Le 2003; Phan
2(05). Nhl'rng ton t\li nay khong chi xuat hien 6 nhfrng tinh
vung xa rna con ngay ea t~i nhfrng noi duoc xem Iii co rnuc dO
phat tric'n tuong doi eao nhlt Binh Duong va TPHCM [vd, HO
& ctg 2003; Phan 2(04) Igiai Iht,rc trang ve van de nghier. CLI'U
va dua ra hu'ong de nghien eirol.
".Co so Iy lu~nve marketing dia phuong eho thay co U,e
co ral nhieu thuoe tinh dia phuong co kha na ng tac dong vim
SV' hili long cua doanh nghiep kinh doanh tai clia phuong. MOl
each tong quat, cac thuQc tinh nay co the duoc chia thanh ba
nhom chlnh, dola (1) nhorn cac thuOc tinh ve c<' sa ha tang cmu
tu, (2) nhorn cac thufic tinh ve che do, chinh sach, dich V~Iaall
ur vo kinh doanh, va (3) nh6m cac thuoe tinh v'e moi trLl'ong
song va lim' vi~c". Inh~n dang sa bQ cac IhUQc tinh dja
phuoug1.
Ngl,ieli e,h, dill" tillh va k€1qlln: Nhu aa gi&i thi~u, thLlOCtinh dja
phuong co the bao gom cac thuve tinh ve co so h, I tang dau nr,
CdC th~19Ctinhvc che dQ, chinh sach, djch V~Id'5u hr va kinh
doanh, va de thLIQC tinh ve
rnoi tnrimg song va I..m vi~c. Tuy
nhien hi~n nay e6 rat It nghien ciru tong hop ke" qua thanh
khung IS' thuyet hoan chinh ve cae thuve tinh dia phirong va
giai thieh moi quan h~ giCra cac thuoe tinh dia phu.mg voi 51!
hili long cua doanh nghiep, d~c bi~t IIIt~i cac lhi tnrong chuyen
doi nlw Vi~t Nam. Vi v~y, nghiiln ell'll clinh tinh IiI bU'6c can
thlct de tiep tve kham pha cac thuQc tfnh co the tac dOllg vao 51!
hili long ella doanh nghiep Igiai Ihieu mve dieh va b i~n luijn
Sl! phil hQ'p eua phuong phap dinh tinhl .
...Nghi€m euu dinh tinh clu(li: th\,le hi~n thong qua thao
lu~n theo mot dim hili thao lu~n. Cae cUQcthao lu~n dll'!;c tlwc
190 Phlrong phap nghien cuu khoa hoe trong kinh doanh
hien voi Ban Quen 1y Khu Cong nghi~p Tilln Giang, 56 Ke

hoach va Oau III Ti'l!n Giang, Cong ty May My Tho, Cong ty
TNHH HCru Loe, va Cong ty TNHH Nam London. Nghien clru
nay nh~m muc dich 11mhieu sau hem ve quan diem, thai do cua
cae nhil quan 1y dau hI va kinh doanh cung nhu cac doanh
nghiep trong va ngoa! mroc I"i Tien Giang (giOi lhi~u each
Ihue Ih\re hi~n cua pfurcng phap dinh tinh].
...Kel qua cua nghien oru nay cho thay, tuy rAng voi
nhiing mLre do khac nhau, nhltng thuoe tinh dia phuemg cac
doanh nghi~p quan tam nhieu nhat viin I~p trung vao ba nhorn
thuoc Hnh chinh da trlnh bay tren day (co sO ha tang dau ttr,
che do, chinh sneh, dich vu dau tu va kinh doanh va moi
rruong song lam viec).
M~t so v5n de C~I Ihe tai Tien Giang nhu vo?dien nuoc, gia
Ihue m~l b~ng, vv . cac doanh nghi~p cho rling Tien Giang dat
duoc yeu cnu, co s6 ha fang, thong tin lien lac, tuong doi holm
chinh. 51,1'h~ tro cua chinh quyen Tien Giang trong cac van de
vc Ilia! phap, chinh sach, dich vu hanh chanh, kinh doanh cia c6
nhillu cai lien, th~1tuc hili quan nhanh g(,m, nhung chinh qllyen
v~n c(1I1 phol huy hen n ira. Lily vi du nhuTien Giang con thieu
nhi'eu djch 1'\1 kern theo nlur thong tin xuat nh~p khau, dich V\I
quang cao, thll tuc vay von elm Mp nhieu kh6 khan, 1'1'. Moi
truong s6'ng ella Tieo Giang dL'OC danh gia lot, it 0 nhi@m,
nguoi dan than lhi~n, vv . Tuy nhicn, thieu nhfmg noi vui choi
gicii Irf hap d~n. Mot vanere rna cac doanh nghieP quan tam va
than phren nhieu Iii lao d9ng c6 tay nghe con fuap, fujeu tile
phong cong nghiep, djnh huang nghe nghiep de dap (rng nhu
cau dal! nr con chua ra rang,
Tom I~i, ...cac thuoc rinh dia phucmg dU9C cac doanh
nghi~p trong va ngoai mrac l<liTien Giang quan tam, d\Ta tn?n
kel qua cLia nghiElo CLru djnh tinh, eo fue duoc chia fuimh ba
nh6m chinh nhtr sau: Ilrinh bay kel qua cua phU'O'ng phap
djnh llnhl.
Chuong 5, Phl'ong phap hAn hop 191
I, Nlr6m cdc IlwQc till" ve co sa "g ta/lg etau til; Cac doanh nghi~p
quan tam den co so hI' tang co ban nhu di~n, nuoc, thoat
nuoc (mtic d{l on dinh, chi phi), thong lin lien lac (dien
thoai, internet, vv.), cac phuong ti~n v~n chuyen giao thong
thu~n 100i(cau duong, ben bai, xe c{l), ve m~t biing (gia thue,
den bu giai t6a), va ve lao dong (nguon, chi phi),
2, N1r6rt1ctlc Ilw9c tinlr tie dIe '/1}, chinb sach, did. lilt tfiill II( vii
klllir doanh: Cit doanh nghi~p quan tam den S,! h6 rro cua
cac co quan chinh quycn dja phuong nhu cac co quan quan
Iy v'e giao thong, v~n lai, hai quan, cac dich V1,l hanh chanh
phap Iy, ngSn hang, thue, cac thong tin can thiel cho qua
trlnh dau tu va kinh doanh, va cac dich vu ve quang cao,
bao ve ban quycn rung vai cdc che dO uu dai ve dau tu.
3. NI!ol1l eric IIIl1(ic ilnl: ve moi tmimg sOi,s va Millvi?c; Cit doanh
nshi~p quan t5m den cac van de ve dao tao ky nang, ky lu~t
lao dong, v~ van hoa, ngon ngii, ve 0 nhi~m moi trLrcmg, h~
IhO'ng truong hoc, y te, vui choi giai tr], va chi phi sinh hoar.
NSl!iffll C"'II dinh i.'V/lg vt! kef qllli: Nhu da trinh bay ... co ba nhorn
cac IhuClC1;,1h dLrqc cac doanh nghi~p trong va ngoai nuoc
quan tal11. Nhl\ I'~y, chung co kha nang t:1e dong vao St)' hili
long cua ho. VI tht! nghicn ciru djnh lu'ong nay nh~m I11t)C dlch
do I'rimg, 'Cae djnh ole thu{>c tinh C~I the trong tlrng nhom, va
danh gin muc d{j tole dong cua rung thuoc tlnh vao SI! hai long
cua cac doanh nghi~p [gioi thi~u D1\1C dich cua phirong phap
dinh hrO'ngJ.
Mall /lglriib. Clrll: Nghien oro

nay SlY dung phuong phap chon
m5u theo djnh nurc voi hal thuQe tinh kiem soar la hinh thtic so
hUll va ngimh nghe kinh doanh. Cac doanh nghi~p tham gia
nghien Clm bao gom cac nhmu hinh Ihue so htiu (doanh nghi~p
tv nhan, cOng ty trach nhi~m hiiu h{ln, co phan, nha nuae, lien
doanh nll6c ngoili), nganh nghe kinh doanh (dieh VI,I, !hllang
192 Phuong phap nghien cll'U khoa hoc trong kinh doanh
rnai, cong nghiep, nong nghiep. thuy san, xily dung, vv.) lxac
djnh de chen m~u cho phirong phap dinh luong].
P/Il((lIIg p/llip va qui trillh thlt t/!lJP dir (ifU: Nghien cuu dinh luong
nay duoc thvc hien b5ng each phong van true tiep cac nha
quan Iy trong 402 doanh nghiep Gau nr, kinh doanh tai Ti'en
Giang. Bang cau hoi duoc thiet ke theo trinh tv ba buoc, Truce
tiim, dua Iren co so cua Iy thuye! ve marketing dja phuong va
thong tin ve tinh hlnh dau nr ~i Viet Nam (dfr Ii~u th(r cap),
bang cau h6i so bQ duoc thiet I~p. Bang cau hoi so bo duoc di"eu
chinh, bo sung. dua vao ket qua ella nghien cuu dinh tinh, Sau
do, cac ph6ng van vien str dung bang cau hoi nay ph6ng van
lhlr sau doanh nghi~p nh~m rnuc dich xac dinh tinh phu hQP
ella n(li dung cnc cau hoi. each dung thu~t ngfr. Dua vao ket
qua cua I'5n ph6ng van thl' nay. bang cau hoi nay duoc tiep rue
di'6u chinh de co bang diu hoi hoan chlnh va suo dung cho
phong van chinh thlrc.
Qua trlnh ph6ng van duoc thuc hi~n do cac giang vien
Khoa Kinh te. Truong DH C(mg dong Tien Giang. Cac glang
viGn (phong van vien) duoc hU(Jng d5n de 115mr6 muc t!Cu, f1Qi
dung ella b6ng Call hoi va
qua trlnh phong van. Sau khi thuc
hi~n phong van thtr, ho tiep t\IC 11,,10lu~n voi nhorn nghien ciru
de 10m ro vll giai quyet nhfmg van de trong bang cau hoi va
nhfrng kho khiln trong 'Ilia trlnh ph6ng van. CLIO.cung, phong
van vi~n thuc hi~n cong vi~c ph6ng van [gioi thieu chi tie't qui
trinh thu th~p dCf lieu djnh luqngl.
Do (Irimg ctic 1/1119<: tillll !lghiell nfll: De danh

gia cac thucc tinh
dja phuong c6 kha nang tac dong vao rmrc dO hai long ella
doanh nghi~p, cong viee truce tien Iii xiiy dung thang do loong
chung. Dua vao co so Iy lu~n va ket qua nghien Clru dinh tinh,
pl1i\n nay giai thi~u cac Ihang do lubng cae thuQc tinh neu tn?n.
Cae thang do dUQc xay dvng duoi day co d<mg thang do Likert
Cturong 5, ('hu'ong phap hOll hop 193
9 dii!'m Igioi thi~u each xiiy dung do ILferngcho phuong phap

djnh hrqng(.
Co sO ,'(' tfillK rflill 11(: Nhom cac thuQc tinh VI! co 56 ha tang dilll
ttt bao gorn cac thllQc tinh co ban va ciin thiet cho cong vii?esan
xuii't kinh doanh cua bat k5' cong ty kinh doanh nao. I'horn nay
bao gorn cac thllOc tinh ve ha fang eo ban dm phai co cho dau
tu nhu dien, nuoc, thong tin lien lac (di~n thoai, internet, vv.),
giao tho"g v~"
tai (cau du(mg, ben bai, xe cQ, vv.), rn~t b~ng
san xuS't kinh doanh, va vO! lao dong co ban (nguon lao dong,
gia "h5" eo"s), Nh6m cac thuQc tinh VI! co so ha fling dau tu
duoc do luong b~"g 12 bie" quan sat ... [gioi thieu e\l the thang
do khai ni~m nghien ciru].
gin (ric 11/10111 IIm9c till" din phuo'IJg: Cac bien quan sat dung
Dtin):
diY do II.1<mgcac thu(>c tinh dia phuong duor danh gi1i thong
quo phU011S phrip phan tich nhfin to', Ph5n nay se trinh bay kct
quo cua phon tich nh5n to EFA ella ba nh6m thuoc tlnb clio
phuong (1) nhorn cnc rhuoc tlnh ve co so ha tang dau tu, (2)
nhorn cue thuoc tinh ve chi" d(>,chlnh sach. dich vu dau tu viJ
kinh doanh, va (3) nhorn cac IhuQc tinh ve moi iruong song va
lam vi~c, tren W so dCr li~u thu th~p nr 402 doanh nghi~p tai
TiCn Ci~ngIgi&i Ihi~1I eong cu EFA dung de
danh gia thang
do thang do eric klu\i ni~m nghien elm].
TllJIIJc/IJlII din plluulIg vii s!r 111;1 Illng c,ia dorm" IIghifp: ...Mo hlnh
nghien cuu duoc de nghi.; Phuong phap phan tich hoi qui bi}i
duoc SLYdvng de u6c luong mo hinh nghien ciru nay dua tren
d,:' Ii~u thu th~p Ill' 402 doanh nghi~p tai Tien Giang 19iui tlti~u
rna hinh IIghien CtTU va eong cu hoi qui dUng de kham pha tac
dOng cua cac thllQc tinh dia phuong vao SI! hai long cua
doanh nghi~pl,
",Dc'tr(k luong cac tham so trong
mo hinh, cac thuQc tinh
dja phmmg vii mtrc do hili long ella khaeh hlmg dau III duvc
tinh toan b~ng cach lay tong eua cae bie'n do hri':mg cac thuQc
194 Phuong phap nghien nru khoa hoc rrong kinh doanh
tinh d6 ... Ket qua CLIngcho thay mo hinh c6 do phu hop It{lt
yl!u diu (/I' _.45). Kel qua cho lhay chi eo narn yeu to chlnh tac
dong vao rrurc dO hili long ella doanh nghiep, trong do c6 bon
thuQc tinh din phuong vii mot bien d~c trung doanh nghi~p.
Bon IhuQe tinh dia phuong d6 lit (1) hi) IrQ chinh quyen, (2) uu
dlii dau tu, (3) dao t\lO ky nang. (4) moi rruong song 19i6i thi~lI
ki!1 qua djnh IUQ'ng kii!m dinh lai kel qua kham phil tit djnh
tinh],
Nhom tac gia tong ket ket qua ella nghien ciru dang phoi hQP
trong Hlnh V1.
Hinh Vl. ThuQc tinh dj;! phuong va 5\1' hili long (ua doanh nghi~p
I.YTIIUvfl'MARKllTNG
"'CIIiEN cou DINH LlfONG
OIAPItVONG
\1I,iCTIGU "'CHICNCl!uoINHTiNll prllin ,,,h hOi qm
r-- 110lanM 00 ban

Co,1r
r-- h~t'5ng Matb3ng
'- L,od<)nll
ChotlO rlHo II'I) ch.inh l}uyen HHdlrQ'~hlnhquyen I

y(lu15tM ~ilng .:hl"h;;(h.
\0 .10"U' h~Il(1n~ f- f- djchvu Dich vv \a nh doa nh
~UudOJn.hn~hl~p djutu
kinhdoanh '- Lud5.It.f'3.u tu H llud<iid'5ulu l
.-- V~nhoo
(rui",!
~l~
'-- .,nho6ng
13mVl\'C
Daoqol:yn.\ng Oaol.okYnAng I
M/Ji lruongs6ng M6i IruOng 5C'fng l
N&anhngt.ekinhdoonh
Thbigi.nklnhdoonh
Quimod"'nhnghi~
Looihinhdoanhnghioip ~ lofi_d .. nh",,,,<p I
Chuong 5. Phuong phap hon h'lP 195
."Ket quo tren phu hop voi ket qua nghien ctru dinh tinh, Ket
quo nghien cuu djnh tinh cho thay, doanh nghi~p quan Him rilt
nhiCu din SIr h6 tro cua chinh quyen, chinh sach U'Uoai dim tLr,
ky n~ng elln nglrbi lao dong. va moi rnrong song, Hon rura,
doanh nghiep t(li duec nghien elm v~n chua th~t 51! hai long
voi cac thu(k tinh nay. VI v~y, khi tang chat hrong cua cac
thu{k tinh nay, rnuc do hai long rna ho se
tang theo. Do do,
neu dia phuong c6 bien phap nang cao chat luong rna cac
thuQc tlnh nay se
lam gia lang rmrc dQ hai long rna khach hang
dau tu va kinh doanh., .
...Cac thuoe tinh ve ha t'Sng co ban nhtr dien, nuoc, thong
tin lien I~(',m~t bilng. giaO' thong v~n tai, khong co tac dong vao
mire de;; hili long cua khach 111mgco the' do chung Iii nhi:mg
thlll;>c tinh co ban vit can phai co de' co the dau tu va kinh
d0311h,Nt~hia III chLlng la nhu'ng thu(lc tinh phili co, nhung khi
chung dQt nhimg yeu diu CCI ban thi gia tang chung se khong
1(1111 tang 111I:I'Cdo hoi iong cua khach hang. nghia iit chung
thuoe nhom cdc thuoc linh phDi co theo rno hinh Kano. Ket qua
nghien cuu djnh tinh ding eho lha'y. so vai cac thuoc tinh khac,
dounh nghi~p cho r~ng, trong tlnh hinh hi~n tai, cac thLIOCtfnil
nily cua dja phuong nghien C'I'U co the' chap nh~n ducc [bi~n
lu~n kc't qua djnh Ilrgng va so sanh ket qua v(ri ke't qua cua
plurong phnp djnh tinh].
3.2. Vi du 2 ve phoi hop kham pha

Nguy~n Dinh Tho & 19uy~n Thj Mai Trang (2008b), trong mOt
nghien cuu vi! canh tranh ea nhan va xu huong lieu dung thuong
hi~u qlloe Ie cua nguiYj Vi~t Tam, ket hQP djnh tinh de dleU chinh
thang 00 va djnh lucng de danh gia thang do va rno hlnh ngluen cUu
va su dung nhieu ky thuilt co rung mvc dich de' so sanh ket qua dinh
luong. C~Ithe nhu sau:
...11m hieu nguyen nhan lam dlO nguOi tieu dung c6 Xli htrOng
ehc;m h,a cae thuang hi~u quOc te, nhung khong phai do chat
196 Plurong phap nghien dIU khoa hoc rrong kinh doanh
IU'O'ngella chung quyet djnh, Iii mot trong nhirng van ere hap
dan de nhll nghien elm trong nganh marketing tren the giai
trong nhi'iiu nam qua. Nhieu nghien elnl eta t~p trung vao van
de noy va <111xac djnh m(>t 55 yeu to chinh nhlr do nhay van
hoa, tinh vi chung ella nguoi tieu dung, quoe gia xuat Xli, quoe
gia san xuat (vd, Batra &: ctg 2000; Han 1988; Kamaruddin &: ctg
2002; Kaynak &: Kara 2002; Klein &: ctg 1998; l':glly~n &:
Nguy~n 2004; Suh &: Kwon 2002; Shimp &: Sharma 1987). Tuy
nhien, trO'ng khi cac nha tam Iy hQCda thuc hien nhieu nghien
oru ve van de canh tranh va djnh huong thanh eong cua ea
nhan trong xii hoi (vd, Horney 1937; Houston & ctg 2002; Ross
&: ctg 2003; Rychkman &: ctg 1990, 1996, 1997), hau nhu chua e6
mot nghien cuu nao xem xet vai tro ella canh trarth va dinh
huong thimh cong ea nhan d5i voi xu huong tieu dung thuong
hi~u quoe te, khong nhu'ng & nuoc ta rna ngay tai nhieu nuor
Iren the giai (Nglly~n &: ctg 2005) [cac tac gia giai thieu khe
h<ll1gnghiell e(ml.
...C~nh tranh ca nhfin (individual competition) va djnh
hLI'(~mgthnnh ding (achievement orientation) ella cac c~ nhan III
mot qua trinh x\lat hi~n trong hau het cac xii hoi. Canh tranh ca
nhan th~ hien (J hai xu huong: (1) canh tranh phat trien
(personal development competitiveness) va (2) C<.'IMtranh
Ih~ng tJ1C(hyper competitiveness). Canh tranh phat trien la
dang canh tranh trong d6 nguoi tham gla canh rranh quan
ni~m III thong qua C<lI1htranh ho se tu hoan thi~n lay chinh
minh. Canh tranh thang the Iii dang canh tranh trong do nguoi
tham gia canh tranh nh~m vao m\IC dich Iii chlmg minh mlnh
hon nglroi khac [gim thi~u cac khai ni~m chinh cua nghien
ctru].
...Djnh hu6ng c(lnh tranh ca nhan co the Iii nguyen nhan
lam cho ngum tieu dung chon hra theong hi~u qu5c te hay noi
dia de the hi~n vi tri ella hQ trO'ng cong dong ch(r khong phai
don thulln 111 vI chat luvng ct'ta tJltrong hi~u_ DO' do, nhemg
nguoi lieu dtlng c6 dinh huong c<)nh tranh canhan cao c6 xu
huong xiiy dvng va dinh vi vi tri ella ci nhan minh trO'ng xii
Clurong 5. Phuong ph6p hOn hop 1Y7
h(li. Ve m~t tieu dung, hi) co the co xu huong Sll' dung nhu'ng
thuong hi~u e6 kha n<'lngthe hi~n va• cung co vi tri ella ho trong
c(lns dong. VI v~y, vicc kharn pha vai ITOcua dinh huong canh
tranh c.,
nhfin trong vi~c hja chon thLlons hi~u de'tieu dung,
qudc te hay noi dja, se g6p phan giup cac cong ty, d~c bi~t Iii
cac nha quan tr] thuong hi~u, co them co sa
trong qua trlnh
thiet k€ chiC'n Ill'Q'Cva chuong trinh marketing co lU~u qua cho
cae thuong hi~u ella minh [gilTithieu y nghla nghien ciru].
M!,C liell tff llii: ...muc tieu tong quat cua de tili Iii xem xet vai tro
cua djnh huOng canh tranh ella ea nhlin do; vol xu hu6ng tieu
dung thuong hieu quOc te ella nguOi tieu dung Viet Nam [gic'ri
thi~u muc tieu t6ng quat cua nghien ciru]. Cu thela:
I. Kham phil vai Iro cU3 djnh huang canh tranh ella ca nhan
(canh Iranh thting the va canh tranh phat trien) doi voi xu
hu'ung lieu dung Ihu'ong hieu quoc te CIJa nguai Vi~t.
2. Kham phil vni rro cua hai yell to trung gian giu'a dinh
hu'ong canh tranh va xu huong tieu dung tlurong hi~u
quoc te, d6 lil earn nh~n CLI~ nguoi tieu dung ve tinh toan
C'fiLl (perceived brand globalness) va ve chat luong ella
thuong hi~ll.
PI19111vi va ymrang Jillilp Ilghien dl'll: ... Nghien nyu nay dUQCthuc
hi~n t\li TPHCM thong qua hai buoc: nghien CUll SO bOdinh
tinh vlt nghilln elm chinh thlre dinh luoug. Nghien CU't1so bO
dvoc thvc hi~n bAng phvong phap nghien cuu kinh nghiern
cua cae chuyen vien va thao lu~n tay doi vci ngubi tieu dung.
Nghien Clru djnh luong dUQc th~rchien thong qua phong van
doi nrcng nghien elm b~ng bang cau hoi chi tiet... Igi(Ti Ihi~u
So bQ qui trlnh nghien elru, kel hop phuong phap dinh tinh
va dinh hn;mgl.
Qmll lrall" en 1111611!Ill dill" IlIrilllg Ihimh dillg: Moi quan he gii'ra
con ngLiOl voi nhau trong mOl X3 hOi Iii mot rnoi quan he phuc
t~p va lhay doi thl'o tlmg hoim canh, thOi gian, vv. khac nhau.
Cac nha t5m Iy hoc ,15 thuc hi~n nhfeu nghien ciru de kharn
phll cac mOi quan he nay."
•
...Canh tranh ell nhfin III mot khai niern pho bien trong
lanh V\fC tam 19' hoc va III mOl khai niern dong vai tro quan
trong trong quan he
xii hoi con nguol (Houston & ctg 2002),
Cac nghien Clrll trong lanh V\lC canh tranh ca
nhan eho rilng
con ngu'oi song trong xa hoi tin r~ng de thanh cOng trong cuQc
sOng. vii de dat duoc nhUng thanh qua ve v~t chat eung nhu
tieng tllm, hQ din phai lam viee c~t luc, nghia Iii ho co djnh
hu6ng canh Iranh. Tuy nhien, co nhieu quan diem va dinh
nghia khac nhau ve canh tranh ca nhan va no co
the co nghla
tich cue ho~c lieu CV'C (Kildea 1983)." (t6ng ke't Iy thuyet ve
canh tranh].
T}!u'OlIg }!if" qu{JeItvn iJilJliJ VI liell dung: Khai niem ve thuong

hieu quoe Ie va thuong hieu tolm diu chua duoc thO'ng nhal
trong Iy thuyel marketing (Steenkamp & etg 2003). Mi}t each
tong quat, cac I1h1l marketing thU'ong eong nh~n r5,ng mi}t
thl.l'(1ng hi~u quoc te IiI mi}t lImong hieu hien dien t~i nhi'eu
nuoc khac nhau. Mot thuong hi~u duoc gol Iii roan dIu khi
ngll'oi ti&u dung co the' tim 110Iren nhieu thj trU'(mg khac nhau
elms voi I1hllng hoar dong marketing nrong tu nhu nhau (vd,
Steenkamp & ctg 2003; Yip 1995)... [tong ket Iy thuye't ve
Ihu'O't1ghi~ul.
Dilll, lurch,g '(lItir tranli va liltll Imin eliu c,ia thuong friill: ...Nguoi
tiell dl1l1g thuong co xu huong tim each tao dung mot vi In cho
minh trong xii hoi, IiO co xu huong canh tranh voi nguoi khac
trong cQng dong de thanh cong va duoc nO'ilieng. Ho din mOl
vi tri trong xa hoi. Hay noi each khac, ho co gling dinh vi ban
th5n mlnh trong cong dong va tieu dimg thucmg hi~u (nQi dja
hay quO<:te) la mot phan cua qua trlnh djnh vi ca nhan. Khi
thai do canh Iranh cua ho dmg cao thi nhu call
dinh vi xii hQi
dmg cao (Batra & ctg 2000). Nghien ClrU cling cho lhay rftng
Chuong 5, Pltlt(Jng phup htln hop 199
ngU',Ji tiell dung 6 tili cac nuoc dang phat [Tien thuong mong
muon tharn gia cling nhir duge xem Iii mot thanh vien trong
eong dong nguoi tieu dung quoe te (Venkatesh & Swamy 1994),
Ne'u rrurc dO canh tranh cua hI) dmg cao, ho cang c6 nhu diu
the hi~n ban than cua ho clmg cao, Do do, nhu diu duoc xern 111
mot thanh vien trong cong dong tieu dung quoe te cang cao.
Vi nhi'mg Iy do tren, nhi'mg nguoi tieu dung co djnh
huong canh tranh eli nhan cao thuong co xu hu6ng tieu dung
cae thuong hi~u quOc ti! de' the' hien gia tri cua ho (Douglas &
Isherwood 1979; Batra & ctg 2OOO), va thuong co xu hUOng
danh gi,\ muc do roan diu cua elk thuong hieu quoc te cao hon
so voi nhung nguoi co mu'( <1.;\ canh tranh ca nhan thap hon.
Noi each khac, hQ co xu huong lhien vi trong drum gia rmrc dc',l
toan diu cua thuong hieu. Xu huong thien vi nay thuc ella't
phnn <inh lhoi do (,)nh trnnh va qunn die'm thiet I~p vi tri cua
trong xii hVi (Bullen & ctg 2000). Nhul1g gi ho 56 hiru, trong
11<,>
do co thuung hiell quoc Ie, phili tinh vi, hi~n dai, va la dau hi~u
cua din vi ho trong x5 h{li, Nhi'mg Iy do tren cho chung ta giil
thuyet sou tlBy [dun vao I)' thuyet de dua ra gill thuyet: qui
trinh suy dien):
HI: C6 II/(ii ,/11011 Ilf Cli"8 elllell giii(l dinh 111(&118 cqnl'l iranh 110mire
(/9 (11111,,1,(;11 uIJ tinh loim dirt clin Iltll,(1118 Ilifrt.
Dieu clunl, 1110118 do.... Ryckman & ctg (1990) xay d\f11g mOt
thang do bile>gom 26 bien quail sat de' do IUOng HPC. Ryckman
& ctg (1996) cung xay dung mot thang do bao gom 15 bien
quan sat de do luong POe. Thong qua cac phuong phap kiem
djnh thang do tru),cn thong. cac nha nghien ctru nay ket lu~n
r~ng cac thang do nay thoa man duoc cac yeu diu ve
gia tri va
do tin c~y Igio'i thi~u thang do da co trong Iy thuyetl .
...Ilai thang do canh tranh th~ng the HPC va C\lnh tranh
ph"! trie'l) PDC eua Ryckman & ctg (1990, 1996) co tnl diifm la
bao phu nvi dung cala hai kh<ii ni~m c~nh tranh, Tuy nhien, khi
200 Phucmg phap nghien ciru khoa hoc trong kinh doanb
su d~lng d~nghien cuu ngm)i tiell dung Vi~t Nam n6 b{lc l{l
mOt so nhuoc diem. Thir nhat Iii tinh trung nip ella nhieu bien
quart sat tao cho thang do qua dai d~ gay nharn chan va ton
thai glan ella doi tuong nghien cuu. Hai la, nhieu bien quan sat
duqc xSy U\tng khang phu hop ven v3n h6a Vi~t Nam d~ gay
kh6 chill cho doi nrong nghien ctru, VI du nhu "the gioi nay 111
m{lt the giOi eho c~n eh6; neu toi khong th~ng hQ thi ho se
th3ng toi". Sa 111cac tac gia sir dung bien dao nghjch (reversed
items) nh3m muc dieh tranh hi~n tuong tra loi theo huong
dong 'i theo quan tinh (acquiesence). Tuy nhien nrueu nghien
cuu dli cho thay lqi diem ella vi~c 5U dung bien dao nghich
khong bu duoc nhuoc die·m ella n6 vi doi tuong nghien oru
khong chu 'i va cho r~ng chung cung la bien thu~n. Dieu nay se
1<l0 Olin nhUng nhan to gioi khong the' giai thich duoc (vd,
Schrlesheirn & ctg 1991) rbi~n lu~n mQt so
diem chua phu hop
cua thang do da col.
Vi nhi"mg Iy do tren, nghien cuu nay dua tren hai thang
do cua Ryckman & ctg nhu·ng aiell chinh chung cho phu hop
th] truong Vi~t Nam, Nguyen t~c di'eu chlnh dua vao rno hlnh
C OAR-SE, nghia III loai be)bien trung 15p tren C(J so phu hop
vol tlOi tLrc;mg nghien cuu va darn bao gia tri ni)i dung. II00n
nO·a, mOt so thuDt I1gu' clIng duoc thay dol cho phil IWp vai thi
tnrong Vi~t Nam. Mot nghien ciru kinh nghi~m val ba chuyen
vien trong lanh vue nay t(li Truong Marketing, Dai hoc Cong
ngh~ Sydney duoc thuc hi~n de danh gin gia tr] no; dung ella
thang do sau khi d;ell ehinh. Tiep theo, thao lu~n tay doi v6i
chin doi tuong nghiEin cuu I~i TPHCM duoc so dung de' dam
bao Ilnh phu hop ella chung vCri nguOi tieu dUng Viet Nam
Igiai Ihi~lI phlf(1I1g phap dinh nnh de dieu chinh lhang dol.
Sau khi diCu chinh, kh<li ni~m qlnh tranh thing the HPC
dllc,lc do Itrong b3ng sau bien quan sal...
Cv the, hai Ihang do HPC va PDC co cie diem khac bi~l
co ban so vOi hal thang do nguyen thuy cUa Ryckman & ctg
(1990, 1996) nhu sau [giai thi~lI kel qua dinh tjnh dung dieu
chinh thallg dol;
Chll\1nf.\ 5. rhu(}l)g plulp h6n IWp 201
I. rrllllg hi,,: Rut gon cac bien c6 nOi dung gan nhir nhau. Lily
VI d\1 c.k bien 2, 8. 15. 24 trong thang do Hf'C c6 m\IC dich
do luimg quan diem cua nguQi co thai do canh tranh th5ng
thff lit ILion d~1 cac moi quan h~ rrong bOi canh canh tranh
(ke Ih~ng nglroi Ihua) ngay ca cae tlnh huong khang din
COIl1htranh. Vi \'~y, chi din dimg bien qUOInsat "Toi luon
d(ll cae moi qUOInh~ ella toi trong boi canh canh tranh"
(bren VOl) de do III'CmgIhai do nay. Ho~c IIIcac bien I, 2, 3,
4, 7. II. 13 trong Ihang do rDC dung do IUCmghai quan
dic'm cua nguoi cO thai dQ canh tranh phat trien Iii thong
qua canh tranh d" kham phil va phat Irie'n kha nang cua
rninh. Vi v~y. chi din hai bien quan sat "Toi thich thu tharn
gin vao cac ClIOC canh tranh vi no cho h')i co hOi kharn pha
kh.\ n~ng ella toi (bien V()7). va "Canh tranh giup toi phat
lrien kha n~ng ella minh" (bien V08) chung ta co the do
luong hJi noi dung tren.
2. /Jlill8 1111161 "811': Dieu chinh cich dung thu~l' ngf!' cho phu
hop vIii viln hoa Vi~l Nam. Lily 1'1d I.' bien <) trong Ih(tng do
111'(' "ThG' gi,~i nay Iii 111(\1' the' gioi cho c~n eh6; neu lui
khilllg thting hv thi ho "e th~ng loi" duoc thay b5ng "The
gi6i nay III m~1 the gi6i canh tranh. Neu toi khong th~ng ho
thi ho sc th5ng t6i" (bien V06)...
Srill phfim IlgJriell Clfll: Nghien ctru nay su- dung hai nhom san
phfirn, dua theo rmrc d(l can nh3c (consumer involvement): cao
vil thap. de nghien elm voi rnuc dich Iii tranh hieu ling san
pham ...
Mall: ;'IJghicn Clru nay su dung sinh vien lam dOi I.uQng nghien
(\llI ...
...Mot mall bao gom 540 sinh vien tai chue tai ba truimg
d\li hoc 1,11 I PHC~baa gom Truong DH Kinh te, Khoa Quan I)'
Cong nghi~p thuoc Truong Dll Ky thu~t va Khoa Quan Iri
202 Plurong philp nghien elm khoa hoc trong kinh doanh
Kinh doanh thuQc DH M6 duoc chon d~ kiem djnh mo hinh

nghien CU'U Igiai thi~ll san ph5'm va m~u nghien ctru dinh
llrc;mg I,
Ki€;rr d!lIh t/rallg ito: ...phuong phap h~ SO tin c~y Cronbach

alpha va phuong phap phan rich nhan to kh~ng djnh CFA
duoc dung de kiem dinh gia hi va do tin cay cua cac thang do,
Phan nay trlnh bay ket qua ella Cronbach alpha va CFA Igiui
thi~u ky thu~t djnh llrqng de kiem tra thang do].
K€1 qllli ,rUe /'(11118 "filiI< ML: ,..Ket qua ciing eho thay cac gia
thuyet deu duoc chap nhan. Tuy nhien, nhu dli giOi thi~u Irong
plilln kiern djnh mo hinh toi IWn, dic'm din chu }; III co nhieu
t rO'n!; so elm cac thang do canh rranh th5ng the HPC, canh
tranh ph~t trien POC, va xu huong tieu dung thuong hi~u quoe
te prl c6 gia trj thap tuy r!ing chung v5n co y nghla thong ke,
d~c biet III mot so Irong so co gia trj ral thap « .40), Nghia Ill,
bien lhien CLI~sai so chiem ph'an qua Ian trong bien thien ella
bien quan sal. Do v~y, me. hinh thang do ket qua co the chua
ph~1 hop vai cac rhang do nay [trinh bay kct qua u'oe IU'Q'ng
b5ng ML v~ bi~n lu1)n mi,it so diem chua phu hop ky thu~t
U'Cyc
IU'Q'ngnayJ,
K€l q'lIi rr&c lrrllllg I1&IIg PLS: Nhir dil de C~PI khi cac trong so cua
cac bien quan s<itcua thang do thap nhung khong the 10;;1; bo VI
a
vi pharn gia trj noi dung thlmo hinh thang do dang nguyen
nhan 111giai phap can xern xet, Vi v~y, phan nay se trlnh bay
ket qua uac luc;mg cac tham so trong mo hlnh nghien ciru voi
mo hlnh thang do hAn hop: thang do cac thimh phan cua djnh
huang canh Iranh COR (canh tranh th~ng the HPC va canh
tranh phat trien PDq \'a xu huang lieu dung thuang hi~u quoe
te FI'I duoc mo hlnh l\li 6 dang nguyen nhan va cac thang do
con I<)i(cam nh~n rmrc uQ roan cau PSG va d,at luong cam
Chuang 5, Phuong phap "iln hqp 203
nhQn cua thu('Ing hi~lJ PBQ) dn gil" 6 rno hinh ket qua Igiai
lhi~u 1(9 Ihu5t true hrQ'ng th~y the PLS],
Kt'I qUII klein tlinh gin lilllyel: Kef quo uoc hrong cac moi quan h~
gil'~ cae khai ni~m nghien cuu cho thay chung deu co y nghra
1:VILva PLSI.., [trlnh bay ket qua cua hai ky thu~t uac hreng
de ~O' sanh].
4. De clI(1ng nghien elfU hon hop

Tuong III nhir de cuong nghien ciru djnh tinh (Chuong 3) va dinh
luong Chuong 4), de cuong nghien cuu han hop Iii mot ke hoach
nghicn cuu trong do mo ta va giai thich qua trinh nghien ciru, pho;
hop giCr'adjnh tlnh vn dinh hrong, mQt each e6 hI: thong de nh~m
hie'u bi~1hi~n t'U'~mgkhoa hoc can tim hieu (I)" thuyet khoa hQC), De
eu'ong nghiiin ciru han hQP co cac d~c diem cua de cnong nghien C1.l't1
dinh tinh (linh hoat (1 phan djnh tfnh) va (Ie CLfcmg nghien ClI'l1 djnh
IUQ'ng(chi tiCo'tva ch~1 che 6 phfin djnh IUQI1g),
MOt dic'm can chu y Iii phuong phap phoi hop tuy da duoc
cong nh~n nhung v5n chua dIFQ'C sLF dung ri?ng rai so voi djnh tinh
hay djnh hrong. Vi v~y, khi chufin b] de cu'ang can bi~n lu~n ve S~I'
phLIhop cua phuong phap h6n hop. d~c biet lit plurcng each thiet kc
pho; hop de thuyet phuc ngubi doc SY' phu hop va uu vi~t cua thiet
kc phoi hop su dung cho nghien ciru ella rnmh.
De ket 11I~n,d"Ccuang nghien ciru, du la dinh tinh, djnh hrong
hay hon hop din phoi lam ro nhfrng die'm co ban sau: LAM cl?
VI SAO PHAI LAM? LAM NHV TI-fE NAo? vA LAM vAy SE
DVQcCi?
204 Phuong phap nghien cieu khoa hoc trong kinh doanh
TOM TAT CHUONG 5
Chuong nay gi&i Ihi~u phirong phap han hQ'P,phoi hop cac
truong phai, phuong phap, va cong cu trong nghien ciru khoa hoc xii
hQi noi chung va nghien cuu trong kinh doanh n6i rieng. Phuong
phap h6n hop, dua tren co so etta h~ nh~n tmrc th,re dung, chu trong
vi~c ling dung ella san pham khoa hoc-gi<ii quyet van de kinh
doanh.
Y tuong ve h6n hQP tJ'ong nghien ciru xuat hien dua Iren co so
da phuong phap, S1,I ket hQP nhi'eu phircng phap trong mot nghien
cuu de' ngl"lien cuu mQI hi~n I1.1'O'ngkhoa hoc. Da phuong phap con
lien quan den vi~e Stl' dung elmg mi)l luc nhfeu ly thuyet khac n11ClU
va;ho~e nhicu nhll Ilghien C[I'U de xem xet, di~n giAi mot hi~n nrong
khoa hoc ella mQI nghien ciru. Tren co 56 da phirong phap thl trong
thuc te nghicn CLI'U khoa hoe xii hQi ngay nay, voi nhirng muc di) ket
hop khac nhau, IlI1Lmg h'au nhu du an nghien ciru nao cling 6 dang
ket hop.
Thiet ke h61l hop duoc chia thanh bon nh6m chinh, d6 III truet
k€ (1) han hop da phuong phap, (2) htin hQP g~n kel, (3) h6n hop
giai thich, vii (4) han hop kharn pha. Thiel ke da phuong phap Iii
dang thiet kc trong do nha nghien ciru sir dung ca dinh tinh va djnh
luong. ClI hal phuang phap duoc tien hanh rung mQt hie (song
hanh) vb co vai tro nhu nhau trong du an nghien ctru. Thiet ke hon
hop g~n ket Iii dang thiet ke trong do mot phucng phap (dinh tinh
ho~c djnh luong) Iii ehinh va phuong phap con lai g~n vao voi
phuong phap chlnh. Thiel ke han hQP giai thich Iii dang thiet ke
trong phuong phap dinh hrong 111chinh. Phuong phap djnh tinh
dung de' giai thieh cho ket qua djnh hrong. Thiet ke h6n hop kharn
205
pha elln!:; duoc tien hanh hai (hay nhieu) bLfOC,Dinh tinh Iii phuong
phap chinh nhil nghicn CUll sLrdung de' kharn pha hi~n nrong khoa
hoc can nghicn cuu. Tiep thea, dung dinh hrong de khang djnh ket
qua dinh tinh,
Clioi cung, chirong nay gi6i thieu de CLfong nghien CtTtI han
hQP, chua dung cac d~c diE!'mcua de CLrOllgnghien ciru dinh tinh
(linh hoat 6 phan djnh tinh) va de cuong nghien clru dinh hrong (chi
tiet va dl~t che 6 phan djnh Iueng). Mot die'm din chu y trong de
cuong nghien cU'Uhan hop III din bien lu~n ve SI! phil hop ella
phuong phap han hop, d~c bi~t Iii phuong each thie! ke phei hop de'
thllyet phuc ngu'oi doc SI! phu hop va Uti viet cua thiet ke phei hQP
Stl' dung cho nghien CLfUella rnlnh,
206 Phuong phap ngillen Ctru khoa hoc trong kinh doanh
CAV H6r ON TAP vA THAo LVAN CHUONG 5
1. Nghii?n ciru h6n hop thuong duoc sir dung trong nhung dll an nghien
clnl nao? VI sao phai Slr dvng nghien ctru han hop thay vi nghien cuu
dinh tinh hay dinh luong?
2. Cho biel Iy Ihuyel su dung trong nghien ciru h6n hop khac v6i nghien
Cll'Udinh tinh va dinh ItrQIlg nhu the nao? Cho vi du minh hoa?
3. Cho biet S1,I' khac nhau va giong nhau gifra de cU'OTIgnghien cuu djnh
tinh, djnh luong va hlln hop?
4. Cho biel 5\1' gieng nhau va khat nhau giua cac thiet ke h6n hop da
phuong phap, h6n ho-p g~n ket, h6n hop giai thieh va h6n hop kham
phil? Cho VI du minh hoa?
5, Thuc t~p chon m.:;t chu de nghien ciru, xac djnh van de va diu h6i
nghicn cuu va viet de CU'(Yng nghien cuu trong do st., d~",S Ihiet ke'h6n
hop au plurong phap?
6, Thuc t~p chon mQI chu de nghien ciru, xac dinh van de va dill h6i
nghien cuu va viet de ceong nghien oru trong do Slt dung thiet ke h6n
hop s5n ket?
7. Thuc t~p chon m{lt chu de nghi4;;n CtIU, xac djnh van ere va caLi hoi
nghien cuu va viel de cuong nghien ciru trong do Slr dung !hiet ke h6n
hop gifti thich?
8. Thuc I~p chon mot Chll de nghien ciru, xac dinh van de va cau h6i
nghien cLru va viel de cuong nghien cLru trong do sti d\tng !hiel ke htin
hop kharn phil?
Chll'Q'ng 5 I'hll'cmg pllap h611hop 207
T AI LItU DOC THEM CHVONG 5
Creswell IW & Clark WL (2007), D~$igllillg mId Conducting Mixed Me/hofts

R..search, Thousand Oaks CA, Sage: Quven sach giao khoa ve phvong phap
hon hop. Tai li~u trinh bay day du vii ro rimg qui trinh va phuong phap
ket hop trong thiet kehon hop,
Tashakkori A & redc1lie C (1998), Afixed MelllOdotogy: Combllllllg Qllolitnlwl!

IIl1d Qllnlllrinlivt' ApprOllflles, Thousand Oaks CA: Sage: Day co
It'? Iii m(>t
trong nhi:mg l]uyen sach dau tien gioi thi~u m(lt each day du va h~ thong
ve phuong phap hlln hop.
rash a kkori A & Teddie C (2003, eds), Halldbook of Mixed Methods in So"ial &
Beluruiom! Research, Thousand Oaks CA: Sage: Tai li~u nay t~p hop tiny dll
bai viet V4: phuong phap hop hop lu h~ nh~n thuc den phuong phap hon
hop cho mot 1>(5 ng~l1hC\' the nhu nghiencuu ve 1'0chuc, ve sec khoc, tam
Iy, x5 hoi, VV, Ul Ini li~lI tham khao khang the thieu cho nhi:i'ng nha nghicn
cuu h('n hop.
Chuong e. CII\)11m~\I Irong I1ghi~l\ elm djnh tuong 209
T~pII
KIEM f>INH
. LV THUYE'T
. BANG KY THUAT
KHOA HOC . f>INH
.
LUONG
Chuong O. Ct1\lI'lI11~"lrong nghi&n ctru djnh hrong 211
Cliutmg 6
Chon m§u trong nghien ciru dinh luong
Chunng nay gitri thi~u cac ni)i dung:
1. Ly do phai chon m~u
2. Sai so Irong chon m5u

3. Cac khai niqm co ban trong chQI1m~lI
4. Qui trlnh chon m5u
5. Cac phuong phap chon m~u thee xac suat
6. Cac phuong phap chon m5u phi xac suat

212 Phuong phap nghien Ctl'U khoa hoc trong kmh doanh
1. Ly do phi\i chen m~u

Trong nghil':n CUll dinh luong de kiem djnh Iy thuyet khoa hoc, chon
mall Iii mOL trong nhCmg khau quyet dinh chat hrong ella kct qua
nghicn CLIU. Muc dich ella nghicn CUll Iii tim hieu nhirng d~c tinh cua
dam dong din nghien cuu, nghia Iii chung ta phai thu thap dfr li~u
eua dam dong. Tuy nhien, VI nhi'eLiI>;do rna nha nghien ciru khong
tien hanh thu th~p dl. li~u ella roan bi) dam dong nay rna clu chon
mot nhom nho hon (chon m5u) de nghien oru, Nhfrng Iy do do Ill:
1. Cho/l ",lit gllip ti21 klem fill phi: Chi phi dong vai tro quan
trong trong qU),C't djnh thuc hi~n dv an nghien cuu. Di.1lei
nghien Cll'LI ung dung hav him lam, nguon ngan sach nghien
ciru bao gib cung co gi6i han. Vi \I~YI khi quyet djnh thirc
hi~n mol du an nghicn cLIlI, bao gia chung ta cling phai chu
so
y den chi phi cho du an. Khi luong cac phan tif can
nghi6n cll'U ding lon thi chi phi vi~c tlurc hien nghien cU'U
(chi phi thu tll~p, hi~LIchrnh, nh~p (1i:1' li~u, vv.) cang cao. Do
do, chung ra "huang khong thuc hi~n nghien ctru tren to1111
b~ dam dong mil chi chon mQtm~LI,co kich thuoc thlrang
nho hem nhieu so voi dam dong de'nghien ctru. Tu' thong lin
ella m5l1 nay, chung ta co the tong quat cho' (him dong voi
d9 tin c~ychap nh~n duoc.
2. Chon 1116/1girlp /iiI ki¢1II thai giun: Thai gian la yell to thlr hai
trong quyet djnh chon m~u. Cac nha nghien cuu luon luon
dIn c6 till' li~u kip thai de' xay dung ho~e kie'm dinh Iy
thuyet khoa hoc. Nell nghien cvu roan bQ dam dong se ton
kern nhieu thai gian, cho m?n nha nghien ell'll chi dIn nghien
cuu mQt m5u chon tlr dam dong .
•
Chuoug 6. Ch\1I1111~UIrollg I11;hi6n nill drnh IlI'\111!; 2lJ
3. Oi(/I1 IIl1lu eli flu] eli(! ke1 "flli chill II ,ae tum: Trong nghicn cL1'1l
Chlll1g ttl Vll'(mg pheii hili IOili sal so, do

Iii sai so
do ch911 m3L1
SE (Sampling Error) va sal so khong do chon m~lI \J I', (Nun-
!>ampling Frror). ;-.Jell ~ai si)' gay ra do chon mflLl (thay vi
nghi(·n cuu roan bi) dam dong) 16n hem sai khong do so
chon mall, chon mau Sf' cho kct qua chinh xac hun
2. Chon mau va ~ai ~O

Nlur d;'i ncu trcn, lrong nghicn euu chung ta vuong phai hai loai
sai so, d(i lj (1) sai sO do chon mau Sr. va (2) sai so khong do chon
m~ll r.t;
), Sal so do chon mau 1;1 cac sai s() gay ra do vi~c chon m~u de
thu Ih~p till' li~u, vii til th6ng lin L:Ud m§u nay, chung ta suy
fc1 thong lin eua dam dong thay VI thu th~p dLI' )i~ll cua 101m
bO dam dong nghi0n ell'll. Nhu v~y, sai s6 do chon I11~LI I,djll
I,d)n .n/(n/ri?" lIi~il1'iV(c//(/II m,III eli() IIghicl/ Cliu duoc tJ/(/'c /rifH.
Kh i kich thll'Lye111511 cang t5ng thl sai so do chon rn~li ding
gi;\m va khi klch rhuoc rn5u lien den klch thuoc cua d611l
dong Ihi sai 56 nay lien den kh6ng.
2. Sai so
khong do chon m~u Iii cac sal sO con lai, phat sinh
trong qua trlnh Ihu th~p der lieu, kh6ng do vi~c chon m511
gay nen, nhu cac sai so xily ra rrong qua trmh phong van,
hi~lI chinh, nh~p dLI liCIl.Nhu v~y, cac sai so nay cang lang
klu kich Ihlroe m5u cang Ion.
•
Khi Iling kich thuoc rn~u thi sai so SE do chon m~u se glam di
mot luong Iii .\<;1', va sai sO kh6ng do chon rnau l\:F. se lang I11Qt luong
- #
tuong ung lil '\Nr. Khi kich thuoc m~u n lien den kich thuoc (liim
dong I thi Sill so do chon m5u SE lien den kh6ng va sai so khong do
214 I'lmong phap nghiim ell'll khoa hc,lctrong kinh doanh
chon mau NE tien den cue dai. VI v~y, khi chung ta tang kich tluroc
m5L1(n) den kich thuoc dam dong (N), nell rrurc giarn sai so do chon
m~LI6SF nh6 hon mire tiing sai so khong do chon m~u t..'IE (t..'IE - ruE >
0), thl vi~c chon m~u se cho chung ta ket qua chinh xac han. Hlnh 6.1
rninh hoa moi quan h~ nay (loselyn 1977). Tuy nhien, chung ta cung
can chu y la kich thuoc milu chon de nghien elm thirong nho hon
nhiCu so v6i dam dong din nghien Clru nen mrong hop nay it khi xay
ra. Do d6, Iy do chinh de' chon m~u la van de chi phi va thai gian.
Hlnh 6.1. Moi quan h~ giu'a n va sai so trong chon milu
Sai sO do Sai sO kh6ng do

chon m§u SE chonm~lINE
SI! NE
56 NE
n~N SE~O
Ngu~,,: Ova theo [osclyn (1977)
3. Cac khai ni~m CC1 ban trong chon m~u

3.1. Dam dong
Dam dong (population) la t~p hop tat ca cac etoi tuong nghien ctru
(din thu th~p dii li~u tu ho) rna nha nghien ciru din nghien CtTU de
thoa man muc dich vii pham vi nghien cuu cua minh. Vi du chung ta
can nghien cuu nguoi dan sinh song tai TPHCM co dO tuai tu' 18 den
45 lhi t~p hop nhfmg ngum sinh song tai TPHGVf 6 eto tuoi tty 18 den
CiWCllIg 6. Chon m~u trong ngh,en ciru dinh hreng 215
45 Iii udm dong dc' chung ta nghien Khi chtlng ta din nghien cuu
CLrLl.
nhftn vien lam viec cho cac doanh nghiep tu nhan tai Viet Nam thl tat
ca nhCrng nhfin vicn hi~n lam vier tai cac doanh nghiep nr nhfin tai
Vi~t Nam t\li thoi dic'm chung ta nghien ctru Iii dam dong. Khi chung
ta can nghien cuu cac ngan himg tai Ha NQi thi tal ccl cac ngan hang
Ia
co Ir\1 sO tai J NQi la dam dong, vv,
3.2. Dam dong nghien Cleu
Trong th.,c ti~n nghien ciru khoa hoc, chung ta khong bao gib hiet
duoc mQI cich chinh ,,;Ic cac ph'lln hi (qui mo) ella dam dong. Qui
mo cua dam dong rna chung ta co the co duoc de thuc hi~n viec
nghien cuu dUQCgot la dam dong nghien cuu (study population).
Nhu v~y, dam dong nghien ctru chinh la dam dong thuc SI,l nghien
ciru, Qui mo nny thu'()'J1gduoc thu thaP tll' nguon du' lieu thl!' cap.
Nguon d Li' li~lI nay thu'ong lac hau va c6 sai so
khi thu thap nen n6
khac vci darn dong.
Trong vi du Ircn, chung ta kh6 rna biet chinh xac co bao nhieu
ngU'c,id5n dang sinh song t~i TPHCM 6 dq tuoi tlr 18 den 45. Nguon
dlJ' li~u hi~n hiru c6 the' dlmg de' xac dinh dam dong nghien cuu 11\
kel qua cua d i'0u 11'<1 dan so tai TPHCM. Tuy nhien, ket qua ella diell
tra dan so chlic eh~n se khac voi dam dong th~t vi nhieu L)' do. Thir
nhat La diclI tra dan so eta duoc rhuc hi~n truce day cho nen dfr lieu
khong con c~p nhfit. Hem niia, qua trinh dieu tra co the' co sai so xay
ra, vv . Cung e~n chu y IIItrong nghien CUll khoa hoc, chung ta khong
the co dam dong va chi co dam dong nghien cuu. Hay n6i earn khac,
chung ta thuc hien chon m5u tren dam dong nghien ciru chlr khong
phili dam dong. VI v~y, Irong nghien ciru khoa h9C, khi chlmg ta de
e~p den dam dong thl d6 chinh la dam dong nghien clru.
Xac dinh dam dong nghien cuu trong nhieu mrong hQP, khong
phai la van de d~ dang. Trong vi du tren day, nhung bay gib nghien
Ct.'rllcua chung ta ve ngllai tieu dung bia t~i TPHCM, tlloi tU 18 den
45 thl xac dinh dam dong nay khong con d@ dang nira do so li~u
thong kc c6 the khong c6 di} Ii~u nay.
3.3. Ph'lln ttl

Phan tlr (element) Iii doi nrong din thu th~p dl'r Lieu,thirong duoc gQi
lil doi nrong nghien cuu (ooi nrong thu th~p di! lieu - subject). Phan
tlr Iii dan vi nh6 nhat cua darn dong va la don vi cuoi cung ella qua
trinh chon m~u. so luong ph'fm nr trong dam dong thuong duoc ky
hieu Iii N (kich thlr6c darn dong) va ella m~u oU'Q'Cky hieu la n (diroc
gO'ilil klch thiroc Ill~u). Trong vi du tren, nhimg ngiroi a tai TPHCM
6 dQ tuOi ttl' 18 den 45, nhan vien lam viec trong cac doanh nglliem nr
nilan, hay ngan hang t<)i Ha NQi la cacphan tll' Ill~u.
3.4. Don vi
De thll~n li~n trong nhi'eu ky thuat chon m~u ngu-oi ta thuong chia
dam dong I'D thanh nhi'Cu nh6m c6 nhli'ng d~c tinh din LI"liet eho vi~e
chon lll~lI. Nhi:'rng nhom co duoc sau qua trlnh chia nho ella dam
dong duoc goi Iii don vi chon m~u (sampling unit). Nhu v~y, don vi
clioi cung c6 lht!' chia nho ducc cua mSlI chinh Iii phan ttr miiu.
Lay vi du, chung ta e6 the chia nh6 darn dong trong vi du tren,
dua thee dan vi hanh chanh, thanh die qll~, huy~n (cac ngU'o;sinh
song trong ding mQt quan. huyen), roi den phuong, xa, sau d6 IIIcac
h{>gia dinh, Trong rrvong hop nay, cac qll~ huyen, phuong xii, va
hQ gia dlnh la cac dan vi m~lI. Tuong tv nhir v~y, chung ta c6 thtr
chia nhan vien lam viec trong doanh nghiep tir nhan thea giOi tinh
ella ho, va Ilk nay don vi m~u III nhan vien nam va nu.
Chuong (). Chon mDlI (rong nghi<-" Cll'U dinh luong 217
•
3.5. Khung mau
Khung chon mfiu, gOi 15t Iii khung m~u (sampling frame) la danh
sach liCt kE?dCI'li~lI can thii}'tcua tal C1l cac don vi va phan tu ella dam
dong de thuc hien cong vi~c chon m5u.
Trong chon m~u, kho khan IOn nhat etta nha nghien MI Iii co
duoc khung m5u, De c6 duoc khung m5u khong phai Iii van de d~
a
dang, nhat Iii nhemg nuoc rna dlr li~u th{r eap eon han che ve
so
IUQ'ng vil dQ lin c~y. Mot khi chung ta khong co du (j~lllhtr cap, de
xac dinh khung m511, nha nghien ciru phai phong van toan bo
dam
dong xay dung khung m~ll(lhu U,ijp du li~ucc ban, nhir dia chi,
gioi tinh, nghe nghi~p, vv. de xay dl)'ng khung m5u chir khong phai
thu lh~p dli li~l1 cho nghi~n cuu) , Cong viec nay ton kern rat nhfeu
thoi gion vii chi phi. Cung VI Iy do nay, cac nhil nghien ciru khoa h9C
him lam thuong phai su dicing phuong phap chon rnSu phi xac suat
thay eho plurong phap xac sual va hy sinh tinh dai di~n ella m~tI
Irong kill'm djnh Iy Ihuyet khoa hoc cua minh.
3.6, Ili~lI qua chon m~u

Hi~lI qua chon mfiu (sampling efficiency) duoc do luong theo hai chi
tieu lil (I) hi~u qua thong kc (statistical efficiency of sampling) va (2)
hi~lIlIU~1kinh Ie (economic efficiency of sampling; vd, Kish 1965),
J li~lI qua Ihong ke ella m(lt mflu duoc do luong dua vao sai so
chuan cua lr6c IUQ'ng, Mot m&u c6 hi~u qua thong ke cao han m~lI
khac khi ding mOt kich tluroc, no co sai so chl.lan nho hon. Hi~u qua
kinh ti! cua mQI m~u duoc do luong dua vao chi phi thu Ih~p dll lieU
cua m511voi mOLdO chinh xac mong muon nao do. Vi du, khi chung
til chon m~u thea nh6m (trlnh bay 0 phan cac phuong phap chon
m~lI) Ihi chi phi di I{lietta phong van vien se giam vi ho chi phong
van Irong rn<ltkhu V\l'C ke c~n han so vai chon m5.u philn tang, Tuy
218 Phuong phap np,hiencuu khoa hoc trong kinh doanh
nhien, hi~u qua thong ke cua chon m~ll thea nhom khong bling chon
mii.u phan tang.
4. Qui trlnh chon m~u

Qui trinh chon m5u c6 the dircc chia thanh narn buoc nhu sau:
1. Xac dinh dam dong nghien cuu

2. Xac dinh khung m~u
3. Xac djnh kich thuac m5u
4. Chon phuong phap chon mii.u
5. Tien hanh chon
4.1. Xac dinh dam dong nghien ciru

Xclc djnh dam dong nghicn ciru III khau d'au tien trong qua trinh
chon m1\l', Thuc ~~r,vi~c xac dinh dam dong nghien cuu dl1 dircc tien
hanh khi thie't ke nghicn ciru, Trong qua trinh thiet ke nghien ciru,
nha nghi!!n cuu dii xac djnh nguon dfr li~ll(doi tuong dIn thu th0p
Nhu v~)', nha nghien cuu d1l xac dinh dam dong dIn nghi.:!n
dll' li~lI).
Cl.,U cho dv' an nghien cuu ella minh.
Vi du chung ta can kiem dinh mot 19 thuyet ve hanh vi tieu
dung vcri ngu'oi tieu dung san pham bia tuoi IiI 18 den 45 tai TPHCM
thl chung ta da xac djnh dam dong nghien cuu (bao gom tat cit nguoi
tiell dung bia 6 t~i TPI (CM a do tuoi tit 18 den 45). Khi nghien Clru
dOng co lam vi;:e cua nhan vien trong cac doanh nghiep tu nhfin t\li
Vi~t Nam, thl chung ta ail xac dinh dam dong nghien ruu (il tat ca
nhfin vien lam vi~c trong doanh nghi~p tu nhan tai Vi~t Nam.
CI1lI'OI1!!6, CII(,ln m~u trong nghicn Ctl'lI dinh luong
4,2, Xac djnh khung mau

Sau khi cia xac djnh dam dong nghien elm thi cong vi~e tiep theo III
xac dinh khung m~u. Trong vi du tren, khung m~u 111danh sach li~1
ke cac nguoi tieu dung bia I~i TPHCM co di) tuoi til 18 den 45 cung
voi cac Ihong lin ca nhfln e'Sn thiet eho vi~ chon m~u: ho ten gi, 6 t~i
dja chi nao, thlli)c dO tuoi n/IO, VV. Nhu v~y, trong qua trinh chon
m~u, mot nguoi tieu dung nao do thlli)e V/IO m~u thi Mil nghien cuu
co the xac djnh va tiep ~n duoc ho de' thu U,~p du lieu.
Nhu d5 de c~p truce day, khi mi)l thi tnrong rna (] do dtr li~lI
lhu' cap ve dan so chua hoan ehinh thi vier xac djnh khung m~llrat
khc khlln va 15nkern,
4.3. Xac djnh kich thuoc m3u

Xac dinh kich lhu'6c m5u Iii mi)t cong viec khong d~ dang trong
nghien ctru khoa hoc, Klch thuoc m~llcan cho nghien ciru phu thuoc
vao nhi~lI yeu 115nhu phucrng phap x~r Iy (hoi qui, phan rich nhan 1'(>
kharn ph6 EFA, mo hlnh cflu true ruyen tinh S8v1, vv.). di) lin c~y din
thiet, vv. Chung ta dii bil1t kich thuoc m~l\ cang Ian cang tot nhung
lai ton chi ph r vi'! thoi gi<1I1,Hlen nay, cac nha nghien cuu X<1e dinh
kieh thll'lYe m5l1 can thii"'t thong qua cac cong tblfc kinh nghiem cho
tirng phuong phap xu I}i, lay vi du, chung ta co
nhirng cong thuc
kinh nghi~m t.I~ tinh kich thuoc m~u cho phan rich EFA (vd, Hair &
ctg 2006), hoi qui (vd, Green 1991), mo hlnh dIU true tuyen tinh SEM
(vd, Bollen 19(9), VV. Chung ta se giai thi~u cac cOng thuc kinh
nghiem nit} cho Hmg phuong phap xu Iy cu the trong cac chirong
sau
Cimg can chu y Iii trong mQt nghien cuu khoa hoc chung ta
thuong dung nhi'eu phuong phap \,U Iy khac nhau. Vi du, chung ta
co Ihe' vua St!' dung phan tich EFA vii vua phan Lichhoi qui. Sau khi
cuu khoa kinh doanh
tlnh kich thlYOC m~LI, gia SLrErA dbi hoi kich rhiroc m~LI 111300 va hoi
qui doi hoi kich thuoc m~u Iii 150, chung ta phai chon kich rhuoc
m~LI n = 300 (nguyen t~c mall cang Ian cang tot). Ly do lit nell kich
thuoc mall thoa cho phan tich EI'A (yeu diu kich thtroc 16n hem) th]
n6 cung thoa cho phan tich hoi qui (yeu diu kich thiroc mau nho
hon).
4,4. Cac phuong phap chon m~u

Co nhicu phuong phap chon mau, chung ducc chia thanh hai nh6m
chinh (Hinh 6.2) bao gum (J) cac phuong phap chon mau theo xac
5uat (probability sampling), lhuimg gQi Iii chon m~u ng§u nhien, va
(2) cac phuong phap chon mau khong theo xac suat, con gOi la phi
xac suat hay khong ng5u nhien (non-probability sampling).
Hinh 6,2, Ole phuong phap chon m~u
Ky th l1~tchon mill!
J
f ~
I Phi xac xu at I Theo xac suat

I
r I l- I-
Thuan ti~n Phan doan Phat h'ie'n mam Djnh rrurc
I l l
Ngau nhien don glan He thong Phan tang Theonh6m
CI"!\'7nl! 6. Chc,ln Il1~U trong nghien cU'U dinh (ltVng 22(
Chon m5u theo xac suat IIIphuong phap chon mAli rna trong d6
nhil nghicn c(I'LI biet truce duoc xac sLiat tham gia vao m&u cua cac
phfin nr, Khi m511duoc chon rheo phuong phap xac suat thl cac tham
so cua n6 co the' dung de lfOC luong ho~e kiem dinh cac tham cua so
dam dong nghicn cuu (vd, Seheaffer & ctg 1990). Trong khi d6 chon
m~lI phi >.acsuat (khong theo xac suat) lit phuong phap chon m~u
rna trong do nha nghien ciru chon cac phan Ilr tham gia vao m5u
khcng theo qui lu~t ngiiu nhien. Nha nghien ciru co the' chon theo SI!
thu~n ti~n, theo danh gia chi! quan cua mmh vv. Vi the, khi m5u
duoc chon theo phuong phap phi xac sua! thi cac tham so cua no
khong the' dung de' u'o-eluong hoac kie'm dinh cac tham so ella dam
dong nghien ciru.
Trong nghicn cU'Ukiem djnh ly Ihuyet khoa h9C, de quyet djnh
chon m5u theo phuong phap nao n11i1nghien ciru phai xem xet nhi'eu
yeti to. Nhu'ng yell to chinh din quan tam Iii rnuc tieu nghjen CLI'lI,
tlnh t6ng quat hoa cua kel qua nghien cuu, thai gi.an va chi phi. MOL
each long quat, chon maLI phi xac sLlat tlurong duoc suo dung trong
nghien cuu kham phri sa bO,d~c bi~t 111 trong nghien ciru de danh gia
sa bi,\ thang do, va chon maLi thee xac suat dLfQ'Cslf dung cho nghien
cuu chinh thuc (nell co the' thuc hi~n diroc). Bang 6.1 tom tKl m<;\tso
l!~Cdiem co ban cua hai phuong phap chon m~u.
Bang 6.1. D~c diem hai phuong phap chon mau

O~c linh Phuong phap chon mau
so sanh TIll'" rae slIli) Phi xi. ,11111
VlI diem
-----------------------------
Tiel kiern dUQCllim glan va chI
phi
lililS 'Iuat h6a cho dam dong
:--Ihull" Ton kcm IhO'.gian "iI dli phi Tinh d~i dil;'n Ihap, kh6ng long
diem quat 1103cho dam dong
Pharn vi 1hut'mg ,h.,lIlgcho de ngillen Dung cho cac nghien cuu so bfj.
Sil'dlln~ ciru chinh thlie kham pM
4.5. Tic'n hanh chon m~u

Sau khi dii xac dinh phuong phap chon m§u, cong vi~c cuoi cUng ella
qui trlnh chon m§u 1a tien hanh chon m~lI: chon cac phan tlr cho m§u
thea phuong phap chon m5u dil dU'Qcxacdinh. Neu chon m~lI b~ng
cac phuong phap chon m5u thea xac suat thl sau khi chon xong cac
phan tlr cho m§u, chung ta phai tien hanh danh dau vi tri (mapping)
cac phan nr trong miu de' t6 clurc va quan ly vi~c phong van. Ph6ng
van vien khong duoc thay doi phan tu m~u dil duoc xac djnh. Trong
mrong hO'P chon mau b~ng cac phuong phap chon m5u phi xac suat
thl ph6ng van vien dU'ge h.,r do thay the phfin tlr tham gia vao mSlI,
mi~n sao cho phan nl d6 th6a man cac tinh chat can co cho phuong
phap chon miiu phi xac suat do.
5, Cac phuong phap chon m~u theo xac suat

C6 nhi'eu phuong phap chon m5u thea xac suati nhirng phuong
phap thuong dllllg trong nghien cuu kie'm djnh ly thuyet khoa hoc
baa gom: (I) phuong phap ng~u nhien dan gian, (2) phuong phap h~
thong, (3) phuong phap phfin fang, va (4) phuong phap chon m~lI
thco nhorn (vd, Sud man 1976).
5,1. ChOIl m~u theo phucng phap ng~u nhien don gian
Trong phuong phap chon m5u ngSu nhien dan gian (simple random
sampling) nay, cac phan tt'r deu c6 xac suat tharn gia vao mau MU
nhau va biet duoc truce. De' chon cac phan tlr cho m~u nha nghien
cuu dung bang ng~u nhien hay su dung I~nh ng~u Mien trong
EXCEL (Rand).
Phuong phap chon mau ngSu nhien don gian c6 1.1'U diem Iii
don gian, d~ thuc hi~n neu chung ta c6 mQt khung m~u hoan chinh.
Tuy nhien, muc phan bo mau tren dam dong co thebi vi pham nhat
Iii doi v6i dam dong nghien ciru co kich thuoc Ion va kich thuoc m5u
ChUOl1g 6, Chon I11~U
rrong nghicn cuu dinh Ilrong 223
nho. Chinh VI nhuoc diem nay, phoong phap chon mau ngau nhicn
dan gian duoc Slr dung trong truong hap dam dong co kith IhuGC
nho va thlr&ng duoc Slr dung cho vi~c chon phan tlr cho cac phuong
phap chon mau khac nhu chon die'm xual phat trong phuong phap
h~ thong,
5.2. Chon mau thea phuong phap h~ thong

Trong phuong phap chon mau thea h~ thong (systematic sampling)
nhil nghien ctru lien hanh sdp xep kich thuoc ]'( ella dam dong thea
thu tv ttl ) den N. Sau do tinh buoc nhay Nln, Biroc nhay 51
(Sampling lnterval) " Nln, Cia tr] nlN duoc goi la ti J~ chon m~u
(sampling fraction). Lay vi du, neu dam dong co kich thurrc N" 1000
va m~u se chon co kith thuoc n = 100 thl buoc nhay SI! loll10, l Iay n6i
each khac, chung ta chia dam dong ra thanh 100 nhom. M6i nhorn co
so hl'c,mg p',5n tll' nlnr nhau va bAng voi buoc nhay (10), M6i nhom se
co m(>t ph'iln ltf tharn gta vim m~u,
ricp thee, chon ng§u nhien mot diem xLiat phat (starting point)
tr~mg nhorn mll'oi phan ur daLi tii~n (tiili buoc nhay thu' nhat), Thuc
su, chung til kh5ng nhat thiet phai b~t d'ilu b~ng nhom dati tien rna
co lhe' bcil dau b~ng bfi't ky nhom nao ding duoc. Nell b~t d'au b~ng
nhorn d'au licn thl sil ket thuc [) nh6m cudi cung. Neu b~t d'Su b~ng
mQt nhorn bat ky nao d6, lay vi du nhom 20, thi sau khi den nhom
100 (nhom C'lloielmg), chung ta tiep l'\IC quay lai nhom 1 va ket thuc
6 nhorn 19. Tu diem xlIilt phat nay va dtra vao buoc nhay de chVI1
cac phan tu tiep theo cho m~lIcho den khi dll so 11[<;Ingph'fll1ttr tham
giil vao m~lI.
Lay vi du, gia su chung ta muon chon mot m511c6 kich thuoc n
; 100 tu mot dam dong c6 kid, thuuc 1'\ ~ 1000. 1\11lr v~y buoc nhay
Iii t\./n - 2000/200 " 10 (Irong vi du tren day). De chon phan 11.1 dau
tien trong cac pl,Sn hi til I den 10, chung ta dimg phuong phap chon
m511ng5u nghien don gian. Cia su ket qU<l ia phan 11.1 thll 6 lhi hie
nay, phan lu lIu! hai tham gia vao m511 la philn l-tf thti 16 trong
224 Plnrong phap nghien cU'U khoa h9Ctrong kinh doanh
khung m~u (6 + 10), phfin nrth(r ba la

26 (16 + 10), vv. Tiep h,IC nhu
v~y, ph'an nr LhLr100 tham gia vao m~u Iii996 (Hlnh 6.3).
Phucng phap chon mfill h~ th6ng giup chung ta kh~e phuc
duoc kha nang phlin bo khong dell ella phirong phap chon mfill
ngfiu nhien don giflO. Tuy nhien no cling co nhtroc diem III nell
khung m~u duoc xep thea chu ky va tan 56 cua no trung voi blfoe
nhay lhi milu 5e bi chech. Uly vi du nell chung ta s~p xep khung milu
theo dQ tuOi each nhau 30 nlOi (tll' 21 den 50 nloi) va khung milll
dUQC xep e6 fan sO la 30 (Bang 6.2). Neu buoc nhay 51 ciing Iii 30 thi
vi~c chon milu se bi chech: gia su diem xuat phat la ph'lln Ill' 56 2
(phan tU dau tien tham gia vao m5 Iii phan tll' 562, co 22 tuoi), phan
nl' thll hai tham gia vao m5u la philn tir s6 32 (2+30) va nguoi nay
cling co llloi lil 22. Tiep tuc nhu v~y cho cac ph'lin nr khac tharn gia
vao mSu. Va, luc nay, trong m511cua chung ta chi baa g'Om nhirng
nglloi co tlloi 111 22.
Hinh 6.3. Chon mau h~ Ih6ng
[(11 ling mlu N =1000

n =100
1 11 21 991 BlI"(Jcnhay 51 = N/n = 10
2 12 22 992
3 13 23 993
f6--.i6-i6----.~.-----9961 ~ l
Ket qua
Die'm xuat ph at = 6
Ph'lin tllu 2 = 16
8 18 28 998 Phan nr thu 3 = 26
9 19 29 999
10 20 30 1000 Phan tir thue 100 = 996
6. ChQJ1 m5u
Bang 6.2.Vi du blfoc nhay va Ian 55 khung m§u trung nhau

I'h~ntit °ru(')i PhRn tlr Tuoi Ph'Sn hi Tuoi
21 31 21 61 21
I2 22 32 22 62 22
30 5() bO 50 90 50
5.3. Chon m§u theo phuong phap phiin tling

Trong phuong phap chon mall philn fang hay phan nhom dong nhat
(stratified sampling), ngu'ai ta chia dam dong ra thanh nhieu fang
gom cac nhom nh6 (stratum), cac nhom nay chinh Iii dan vi chon
m~lI, Ole nh0111nily thoa man mQI tieu chi 111cac ph'an lip Irong ding
m(lt nhom co lInh dang nh5't (homogeneity) cao va cac p11anttl' giua
cac nh6m co tinh d] bi~t (heterogeneity) cao. Hay n6i die khac,
nguyen t~c phan nh6m 121 ellllS nhom dang nhfit, khac nhorn d] biet.
Cac nh6m ni1y I\li c6 the' dl1~1C chia thanh nhieu nhorn nh6 han
nhung elmg phili thoa man dmg ticu chi nhir tren. De' chon phan tll'
cho milu trong lL1'Ilg nh6m, nho nghien cuu c6 the' dung phoong
phap hp, thong ho~c ng5u nhien de", gian.
Phuong phap chon mau phfiu tang eo the duoc
thuc hien thee ti
Ie: (proportionate stratified sampling}--so Iuong phan nr ChQl1 eho
m5u Irong umg nh6m ti I~ vc1i so luong p11an ttl ella chung hoac
khcng thea tt I~ (disproportionate stratified sampling}--so luong
philn hi chon eho m5u trong rung nh6m khong ti I~ voi so luong
philn tu cua chung.
Vi du, giit Slf chung ta muon chon mot m5u co kich thuoc n ;
200 til mOt dam dong e6 kich thuoc N = 2000. Chung ta chia dam
dong ra thanh bon nh6m voi kich thtr6e cua hJ'ng nh6m va so IUQ1lg
tharn gia vao mSu trlnh bay Irong Bang 6.3.
Plwong ph,ip I1ghien crru khoa hoc trong kinh doanh
,6.3. Vi du chon m~u phan fang: theo va khfmg theo tl l~

Phuong Nh6m Tilng
ph:\p chQI1 1&700 11=400 111=300 IV=600 N=2000
n,,"O " If 70 40 30 60 n=200

Kh6I1.~1/.,,, IiIf 60 50 20 70 0=200
Phuong phap chon m~lI philn fang co tinh phan ho cao trong
dam dong nghien CUll. Han nira, nell cac phan tit trong cung mQI
nh6m c6 tinh dong nhat cao se giup d10 vi~c chon cac phan nr trong
dan vi (nh6m) cho m~lt se co hi~lI qua thong ke cao. Vi vay, trong
cac phuong' phap chon m5u thea xac suat thi phuong phap chon
mall phan Cang cho chung ta hi~u qua thong Ke 00 nhat.
5.4. Chon m511 thea phurmg phap chon theo nhom

Trong cdc phuong phap chon m511thea xac suat trinh bay truce day,
ph'5n til' m511 dU'Q'C chon true tiep ttl' khung mau. Neu lit phuong
phap chon m~u ng~u nhien don girm hay phuong phap h~ thong IJl1
phan Ill' mall duoc chon iiI' dam dong; vai pbuong phap phan tang
thi phan ILl m5u duoc chon ttl' don vi m5l1. Nhir v~y, trong cac
phuong phap chon m5u nay, viec chon m5u duoc tien hanh cho tlmg
phan tu.
Trang phuong phap chon m~lt thea nhom hay con gOi lit phan
nh6m eli hiet (cluster sampling), nha nghien ciru ciing chia dam liong
rn thanh nhfeu nh6m nho (clusrerj=don vi chon m~lI-nhll Irong
phuong ph.!p phan fang. Tuy nhien, cac don vi (nhorn) nay co d~c
diem 111cac ph'Sn tu trong cung mol nhom co tinh d] bi~t cao va cac
philn nr gill;! cac nh6m co hnh dong nhat cao; nghia la. cung nh6m
d] bi~t, khac nh6m dong nhal. Nhu v~y, nguyen t~c phan nhom
trong phuong phap chon m~u thea nhom nguqc vui nguyen t~c
phan nhorn trong phuong phap chon m~ll phan tang {cung nhorn
227
dong nhat, khac nhorn dj bi~t). Chung ta c6 the I~i tiep tuc chia cac
nhorn thanh tLlI1gnhorn nho nira. vv. Sal! cl6 nell chung ta dung
phuong phap chon m~ll ng~ll nhien don gian hay phuong phap h~
thong de chon ngau nhiCn mot so nhom.
Tat ca cac phan nr trong cac nhom se tao thanh phan tlr cua
mall va nhu v~v kich thuoc milu 111tong ole phan ttl' cua cac nhom da
chon. Trong tru<mg hop nay, chung ta chon don vi mau thay vi chon
phan tu nlur cac phuong phap chon m~u khac, Nell chon mall theo
each thuc nay thi no duoc goi Iii chon mall theo nhom m{>t buoc
(one-stage duster sampling).
Ne'u sau khi chon nhom chung ta I~ tien hanh chon phan nr
trong tlll1~ nh6m de' lham gia vao m~u thi phuong phap chon 111~L1
then nh6111 dang nay duoc goi Ii! phuong phap chon mau theo nhom
hai buoc (two-stage cluster sampling). Tuong tv nhu v~y, chung ta
co the' c:hQI1m~lI thea nhorn, ba biroc, VV. Hinh 6.4 so sanh hai
phuong phap chon m511:phan fang va thco nhorn. hai buoc.
vr du, gill Sll' chung ta nll.1(in chon 1110tm5u c6 kich thuoc
n ~ 200 til' mOt cM." dong co kich N = 2000 b~ng plurong phap
t'hu'(YC'
chon mau thco I1h6m. Chung ta tien hanh nhu sau: chia dam dong
nay thimh cac nhorn (gi<\ SUo 20 nh6111)va chon ng~l! Ilhien mu'oi
nhorn dc' nghicl1 cuu. Sal! do chung ta co the dung phuong phap h~
thong de d1QI1200 phan tll cho mall tll' rnuci nhorn trel1.
Trong rile dom dong nghicn ciru chua c6 khung m~lI hoan
chinh thl phirong phap chon m5u theo nhom lit phuong phap phil
hQP nhi'i't vi chung ta khong can khung milu cho Cd dam dong ma ell!
can khung miiu cho nh6m da chon (neu chon cac phan ur trong
nhom). Neu chi chon nhorn va phong van tat ca cac pha., Ill' trong
nhom (mQt buoc) thi chi can khung miiu cho nhorn [danh sach li~t ke
c,k nh6m). Tuy nhien hieu qua thong ke Clla phuemg phap nay rat
thap vi vi~e chia I1h6m thoa man nguyen tiie cimg nh6m di bi~t, khae
228 Phuong phap nghien ctru khoa hoc trang kinh doanh
nh6m dong nhat rat kh6 khan do cac phan tif gan nhau (trong cung
nhorn) thuong c6 tinh dong nhfit cao.
Hinh 6.1. Chon m~u phan fang va thee nh6m hai buoc
Dam dong nghien ciru
Phantang Theonhom
1
Phanra 51' $z, ... 5•... , ~ Phan ra Cl, C2-'" C.... , Ch
S. sl E Si dong nhat cao s,~ E 5i di bi~t cao
$, E 5, d] biet cao so "oi s, E 5,
1
S; E
,
5, dongnhii'! cao 51E 5,
Chia 51' 52' 5i1 thanh Chon I1lQtsO C trong hC va

551,S~,...SS"",SS~ chia thanh CCI' CCz, ... r CC;, ..., CC,
1 1
ChO!1S, E 55, Ch<)!1C, E CC,
6. Cac phu'ong phap chon m~u phi xac suat

Cac phuong ph6p chon mall phi xac slIat thllong dung trong ngh.ien
cuu khoa hoc bao gom: phuong phap chon m~u (1) thll~n ti~n
(convenience sampling), (2) phan doan Gudgment sampling), (3) phat
lrien mam (snowball sampling), va (4) thea dinh mire (quota
sampling).
6.1. Chon m~u theo phuong phap thu~ ti~n

Phuong phap chon m~u Ihu~n li~n Iii phuong phap chon m~u phi
xac suat trong do nhll nghien clru tiep ~n voi phan til' m~u bing
Chuong 6. Choo m~" trong nghien c,h, dinh Il,.,;mg 229
phuong phap thu~n tien. Nghia Ii.! nha nghien CLI'U co the' chon
nhirng philn til' nao rna ho co the' tiep c~n duoc.
Vi du, gia Slt chung ta din chon mot m~u co kich thuoc n ~ 200
tu ngu'oi dan tai TPHCM, ctl narn va nfl, co do tuoi nr 18 den 40,
thuoc tang lop c6 thu nh~p trung binh. Trang phuong phap chon
m~u thu~n tien nay thl b5t ky nguoi nao (nam hay nfr, thuoc tang lop
co thu nh~p trung binh va d(l tuDi tlr 18 den 40 song tai TPHCM)
dong y tham gia vao m~u deu co the' chon vao m~u.
6.2. Chon m~u thea phuong phap phan doan

Phuong phap chon mlu phan doan cling la mot phuong phap chon
mau khong ng?iu nhien. Tuy nhien, voi phuong phap nay. nhil
nghien Cl:1'lI tv phan doan Sl~' rhich hop cua cac phan tU dCi 111&i ho
tham gia vao mau. Nhu v~y, tinh dai dien cua m~u se phu thui,\c vao
kien thuc va kinh 11ghi~mcua nha nghien ciru,
Trang vi du trcn day, nhung v6; phuong phap chon m5u thea
phan dorin rhl mQt phfin til' nao do thuQc vao dam dong nghien ciru,
nghTiI la ho l'huQc l'aI1Slop co thu nh~p trung binh, 6 di) tuai tll' L8
den 40 va song t~i TPIICM. Nell phfin tLI'nay dlH;1C nha nghien CLI'll
phan doan r~ng ho I;' phan ILl'co [he d(li dien cho dam dong thi ho
duoc moi tharn giClvao matl.
6.3. Chon m5u theo phuong phap phat trie'n mlim

Trong phuong phap phat trien mam, nha nghien ciru chon ngSu
nhien mot so phan tll' eho m5u. Sau do, thong q"a cac phan til ban
dau (rcffcrals) nay hoi y kien nhirng nguot nay de' ho gi6i thieu cac
phan tll' khac cho m5u. un chu y Iii trong phuong phap chon m5u
phat trie'n mam, <die phan tll dau tien duoc chon ng~u nhien, nhung
cac phan tu sau duoc chon thea phuong phap thuan ti~n (phan tll
nito dll(,Yc gi6i thi~u), Vi v~y, phuang phap nay v~n III phtrang phap
230 Phuong phap nghlen cU'U khoa hoc trong kinh doanh
chon milu khong thea xac suat. Han nira, phuong phap chon ng1\u
nhien cac phan til ban CfaLi clmg khong phai Iii di'eu kien tien quyet.
Trong thuc ti~n nghien CiIU, nha nghien ciru slf dung phuong phap
chon mSu nay khi dam dong rat kh6 xac dinh, vi v~y, vi~ chon ng§u
nhien cac mam tillrong khong kha thi va khong can thiet. Chung ta
eo the' chon bat ky phan tlt nao trong dam dong de lam mam cho viee
phat trie'n mam tiep theo.
Phuong phap nay rat phil hop trong rae dam dong e6 rat It cac
phan nr va rat kh6 xac djnh cac phan ttr nay. Vi du dam dong chung
ta can nghien eIl1.1 Iii nhirng nguoi choi golf. 01Ung ta e6 the' chon
duoc mQt vai nguoi choi golf (chon mam) va thong qua nhfrng nguot
nay eli?' tim nhung phan til' khac (phat trie'n mam) tham gia vao mSu.
6.4. Chon m~u theo phirong phap dinh rmrc

Trong phuong phap chon m~u theo dinh nurc, nha nghien cuu se
du'a vao cac d~c tlnh kiem soat (control characteristics) xac dinh
trong d.lm dong de' chon so phan ur cho mSu sao cho cluing c6 cung
tl I~cua dam dong theo cac thuoc tinh kiern soar nay.
Phuong phap chon milLi rheo djnh rrurc Iii phuong phap chon
m5u phi xac suat, nghia 111m~u duoc chon kh6ng tong quat hoa duoc
cho dam d6ng nghien CUll. Tuy nhien, cung can chu y Iii neu nhll
nghicn cuu chon dung thuQc tlnh kiem soat (cac thuoc tinh c6 kha
nang phill1 bi~t doi nrong nghien cuu cao) thl phuong phap chon
m5u nay vc m~t Iy thuyet thi khong the dai dj~n cho dam dong
nghicn cuu nhung trong tlurc ti~n n6 c6 the' dai dien cho dam dong.
Ly do Iii khi phan dam dong nghien cuu theo cac thuQc tinh kiern
soat th] cac phan tu trong cung mot nh6m thuong se c6 tlnh dong
I'Ih5t eao. Vi v~y, cac phan nr tham gia vao m~u ella tling nhom du
-duoc chon theo phtrOl1g phap phi xac xuat (tl1U~ ti~n, tv dcinh gia)
nhU'ng VI chung c6 til'lh dong Imat cao, nen trong mtrc do nllO d6, cO
kha nang clai di~n cho nhom. Do deS,phtwng phap chqn m5u dinh
ChU·CtnIl6. Chon 11\~1Itrong "ghi"n n'nl djnh h.l'<Jng 231
mire lit m(>t phuong phap chon m~LI phi xac xuii't pho bien trong
nghien ciru kiem djnh Iy thuyet khoa hoc. Ngay ca trong nghien cuu
t'fI1gdung (thu th~p th~p du Li~u de ra quyet djnh kinh doanh),
phuong phap nay cung duoc Slr dung pho bien, d~c biet la khi chung
ta chua c6 khung m~u d10 cac dam dong can nghien ciru.
Vi du, trong Inrong hop chung ta muon chon mc)t m5u dinh
rmrc voi mc)t thuoc tinh kiem soar, ch~ng han tuoi cua doi nrong
nghien cuu (phan Ill' chon m~u). chung ta tien hanh nhir sau: gi<i su
chon mot m~u co kich IhU'ac n ; 100 tif mot (him dong cO kich thu'6c
N = 10.0001• Phan bo cua doi tuc;yngnghien clru trong dam dong nlur
sau: c6 30% trong dc) tuoi til' 20 den 30; 30% trong dc) tuoi til' 31 den
40, va 40% trong dc) tl.l6i til' 41 den 50. Nha nghien cuu se chon 30
nguui (; dc) luoi tll' 20 den 30 (30%), 30 ngu'oj (; di;> tuoi til' 31 den de'n
40 (30%) vo 40 (40%) nguoi co di,l tuoi til' 41 den 50 cho m§u (Bang
6.4).
Bang 6.4. Chnn m~u dinh nusc theo dQ tuoi

O(lluoi T6ng
20-30 (31}%) 31-40 (40%) 41-50 (30%) (n)
30 40 30 100
Trong trucng hop Slr dung hai thuoc tinh kiem soat, vi du nhu
tuoi va giai tlnh, chung ta tien hanh nhu sau: gia Slr chon mot m~u co
kich thllac n - 100 fir mot dam dong c6 kich tluroc N ; 10.000. Phfin
bo cua doi tuong nghien clru trong dam dong nhir sau: theo dO tuoi,
c63O% nglloi tieu dung trong dc) tuoi Itr 20 den 30; 30% trong do tutii
lu 31 den 40, va 40% trong do tuDi ill 41 den 50. Theo giai tinh co
I Thuc sv. lrong phuong phap chon m~u thoo dinh muc chung ta khong can
kich thu6c cU~ dam dong N rna chi can phSn bOcu. dam dong thea cac thuQctinh
kiem soar. Trong vi dv nlly d6 111
phan be)cua dam dong theo 09 llIai .
232 Phuong phap nghien elm khoa hoc trong kinh doanh
50% ngLfOi rieu dung lil nam va 50% Iii nfr. Nha nghien cuu se
chon cac phan rtf cho mau theo ti J~ cua dam dong, trinh bay trong
Bang 6.5.
Bang 6.5. Chon m~u djnh rrurc theo dQ tu6i va gi6i tinh
GiOi tlnh TongcQng
Nfr(50%) (dQ 11.Ioi)
D9 luoi Nam(5O%)
20·30 (30%) 15 15 30
31-40 (30%) 15 15 30
41-50 (40%) ·20 20 40
Tong cQng (gi6i rinh) 50 50 n=100
Trcng rruong hop c6 ba tllUOCtinh kiern soat, lily VI du, l'llt)i,

gioi tinh, va thu nh~p, chung la tien hanh nrong tv nhu sau: gicl sU'
chon mot mSu c6 kich thuoc n = 200 til' mOl dam dong co klch thuoc
N = '[0.000. Phan bo ella doi nrong nghien cuu trong dam dong nhu
sau: theo dO ru8'i, e6 30% nguo; trong dQ tuoi ttf 20 den 30; 30% trong
do luai tLI' 31 den 40, va 40% trong de) tuoi 40% tLr 41 den 50. Theo
gioi tinh, c6 50% ngwJi 111narn va 50°,{,la nfr. Theo thu nhap, e620%
nguty; co thu nh~p cao, 50% co thu nhap trung blnh, va 30% e6 thu
nh~p thap. Nha nghien ciru se chon cac phan ill eho m~u theo 18 ket
hop (3d~I"~1 X 211'IiIrinhX 3.hunMp) trmh bay rrong Bang 6.6.
Clmong 6. Chon m~u trong nghien ell" djnh tuong 233
Bang 6.6. Chon m~u djrrh mire: dQ tuai, gioi tinh, va thu nh~p
Kel 09 GiOi Tim nh~p Ti I~Irongmau (".) SiS
hllP tuoi tinh phan hI
1 20-30 Nam Cao (30%)(50%)(20%)=3% 6
2 20-30 Nam Trung blnh (30%)(50%)(50%)=7,5% 15
3 20-30 Nam Thn]' (30%)(50%)(30%)=4,5% 9

4 20-30 Ntl Cao (30%)(50%)(20%)=3% 6
5 20·30 Nil Trung binh (30%)(50%)(50%)=7,5% 15
6 20-30 NU· ThaI' (30%)(50%)(30%)=4,5% 9
7 31-40 Nam Cao (3O%}(5O%}(20%}~3% 6
8 31-40 Nam Trung blnh (30%}(50%}(50%)=7,5% 15

9 31-40 :-.lam 1l1.1p (30%)(50%)(30%)=4.5% 9
10 31-40 Nil Cao (30%)(5O%}(20%)=3% 6
II 31·40 Nfr Trung binh (30%)(50%)(50%)=7,5% '15
12 31-..0 NCr Thap (30%)(50%)(30%)=4,5% 9

13 41·50 Nam Cao (40%)(50%)(20%)=4% 8
14 41·50 No", Trung blnh (40%)(SO%)(50%)=10% 20
15 41·50 Narn Th5p (40%)(50%)(30%)=6% 12
16 41-SO Nu Cao (40%)(50%)(20%)=4% 8

17 41-SO I'\u- Trung binh (40%}(50%)(50%)-10% 20
18 41·50 Nfr Thap (40%)(50%)(30%r6% 12

Tong n=200
TOM TAT CHUONG 6
Chuang 6 nay gl&l thl~lI plurong phap chon mall trong nghien ceu
dinh hrong de kiern djnh 19 thuyet khoa hoc. Nha nghien ciru khong
lien hanh thu th~p dii li~u cua toan b(l dam dong nay rna chi chon
mau de' nghien elht vi (1) chon m~lI giup liet ki~ chi phi, (2) chon
m~u giup tiel ki~m thai gian va (3) chon mau co the cho kel qua
chinh xac han.
Trong nghien ctru chung ta vuong phai hai loai sai so, (I) sai so
do chon m~u SE va(2) sai so khong do chon m~u NE. Sai so do chon
m5u la cac sai so gay ra do viec chon m~u de' thu th~p dii li~u. Sai so
khong do chon m~u Iii cac sal so con lai, phat sinh trong qua trinh
thu th~p dii Jj~u, khong do vi~e chon m~u gay nen,
Chuong nay eung gioi thieu cac khai nl~m co ban trong chon
m5u, Dam dong Iii t~p hop t5t ca nhirng dOi nrong nha nghien cuu
din nghien cuu de thoa man m~ICdich va pham vi nghien cuu cua
rninh. Qui mo cua dam dong rna chung ta co the' co duoc de thirc
hj~n vl~c nghlcn CLI'U duoc goi Iii dam dong nghien eU'1-I.Phan tLI' Iii
doi nrong dIn thu th~p drr Ii~u, thuong duoc got Iii doi tuong nghien
CLrLl. Phfin til' Iii dan vi nho nhat cua dam dong va la dan vi cuoi cung
cua qua trlnh chon m5u. Khi chia darn dong thanh nhom nho thl cac
nhom nay duoc goi Iii dan vi chon m5u. Ihir v~y, dan vi cuoi cung
co the chia nho duoc cia mau chinh Iii phan tit mau. Khung m~u Iii
danh sach li~t ke dii li~u din thiet cia tat ca cac dan vi vii phan tir
cia dam dong de thuc hi~n cong vie<- chon m~u.
Hi~u qua chon m~u ducc do hrong theo hai chi tieu Iii (1) hi~u
qua thong ke va(2) hi~u qua kinh teoHi~u qua thong ke cia mot milu
duoc do luang dua vao sai so chua'n cua uac hreng. Mot m~u co hi~u
qua thong ke cao han m~u khac khi cung mot kich thuoc, n6 co sal so
chuan nh6 hon. Hi~u qua kinh te cua mot milu dUQe do luong dua
Chuang 6. Chon m~u Irong nghien ClrU djnh hrong 235
vao chi phi thu th~p dii- li~u cua m~u voi mQt dQ chinh xac mong
muO'n nao d6.
Qui trinh chon milll bao gom narn buoc (1) xac dinh dam dong
nghien cuu, (2) xac dinh khung milu, (3) xac djnh kich thuoc milll, (4)
chon phuong phap chon mall, va (5) tien hanh chon milli.
CuO'i cung, c6 hai phucng phap chon milu chinh, (1) chon milu
thea xac suat va (2) cac phuong phap chon ml\u phi xac suaL Chon
milll thea xac sual 13 phuong phap chon milu rna trong d6 Mil
nghien cuu biel truce dircc xac suat tham gia vao milu cua cac phan
ttl', Khi mall duoc chon theo plnrong phap xac suat thl cac tham so
cua n6 c6 the' dung de' troc IU'Qnghoac kiem nghiem cac tharn 50' cua
dam dong nghien CLI'U, Chon milu phi xac suat Iii phuong phap chon
m~u mb trong 1.16I'thil nghiihl cuu chon de phan nr tharn gia vao
m~u khong theo qui lu~t ngi\u nhien. Khi milu duoc chon thea
phuong phap phi xac sunt thi cac tham so cua no khong the' dung de'
L1'OC IUQ'ngho~c kiem dinh cac tharn so cua dam dong nghien ciru.
CAU HOI ON TAp vA THAo LuAN CmJONG 6
1. I lay cho biltt 19'do t(li sao rrong nghien oru kiem dinh 19'lhuyet khoa
hoc, nhi! nghien clru phai chon mau thay vi nghien ciru toim b{) dam
dong? Hay tim cac vi du minh hoa C~Ithe?
2. The nao III sai sO do chon m~u va sai sO khong do chon m§u? Hay cho
vi du minh hoa? Cho biet moi quan h~ gifra hai 10,,"sai sO nay?
3. I lay so sanh IIU nhuoc diem va pham vi 5lr dung cua hal phuong phap
chon m~u: Iheo x8e suat va phi xac suat. Lay vi du minh hoa?
4. Hay eho biet SI,I'khdc nhau gil:;'aphan tit va don vi chon m~u. Lay VI du
minh hoa?
5. The noO' 10 khung m§u7 Hay thir xac djnh khung m~u cho dam dong
nghien CUlllit gi,irn doc cac doanh nghi~p tai Viet Nam?
6. Hily so sanh uu nhuoc diem va pham vi su dung cua cac phuong phap
chon m5u theo xac suat. Lay vi du rninh hoa?
7. Hay so sanh LI'U nhlrqc diem va pharn vi sir dl,ng cua cac phuong phap
chon m~u phi xac sual. Lay VI du minh hoa?
8. Hay cho biet su khac nhau va glang Mall giua chon m~u phan tang va
chon m~u theo dinh rmrc, UlY vi du minh hoa?
9. Mot nhll nghien cou, de kiem djnh mo hlnh va cac gia thuyet nghicn
elru vc moi quan h~ glfra nang I~ quan Iy (cua Mil quan Iy, danh gi3
b6i nhan vien), dong eo lam viee va ket qua cOng viec cua nhan vien
trong cae ngan hang t{liViet Nam, quyet dinh chon mot m~u thu~n ti~n
bao gom 300 nhan vien lam viee trong cac ngan hang tai TPHCM. Kel
Chuong 6. Chon "'~" trong nghien clru dint. '""ng 237
qua kicm djnh nay eho tha'y cO moi quan h~ rung chfeu giiia nang luc
qUID Iy, dong co lam viec va ket qua cong vi~e ella nhan vien. I lay cho
biet ket qua nay co the chap nh~n duoc khong? VI sao?
10. Mot nhil nghien ciru muon thu th~p dtf li~u cua doi tLf~1I1gnghiel' oru
tai TPI-ICM de kW'mdinh mo hlnh nghien cuu va giA thuyet vc hanh vi
tieu dung may tinh xach tay trong nghien ciru cua mlnh. OVan nghien
ciru nay dung phirong phap chon m~u theo dinh rmrc, Dam dong
nghien cLru nay la nhlmg nguoi lieu dung may tinh x;\ch tay t\li
TPHCM xii bong tilm thoa man cac d~c tinh nhir sau:
Girti 1;111,: (1) nam va (2) nfr
TIIII 11M,,: (1) cao, (2) trung blnh va (3) thap
D9/tlD!: (I) 22-30, (2) 31·39 va (3) 40-48 tuoi
T,h,l,d~viill hoa: (I) cao d~ng, (2) d"i hoc va (3) sau d"i hoc.
Ti I~ cac rmrc cua cac thuQc tfnh kiem soar tren trong dam dong
nhir sau:
ThuQc tinh Ti I~ ctic mu'C ('Yo) Tang

kidm so~t (1) (2) (3) (%)
GiQi tinh 49 5'1 IOU

lnu nn3p 2U 55 25 100
DQ tuoi 30 40 30 100
Trinh de;v~n h6a 50 40 10 100
Gia 51'1' ban Iii nhit nghien cuu tr~n, hay chon mot m~u co klch thuoc n r
300 theo bon thuoc tinh kiem scat Iren?
11. Mot nha nghiCn ciru muon kiem dinh mo hlnh nghien ciru cua mlnh t<li
TPHCM. Dv an nghien ct'ru nay dung phuong phap chon milu theo
phuong phap ngilu nhien don gian. Dam dong nghien ciru la nhimg
nhan vien lam vi~c tai cac doanh nghi~p & do tuoi tir 18 den 35. Cia sir
ban Ii:!nhil nghien ciru tren, hay hoach dinh phuong an chon m§u cho
du' an nghien CLI'Unay?
238 Phuong phap nghien Cltu khoa hoc trong kinh doanh
12. M{>lnhanghien cuu muon kiem dinh mo hinh nghien ceu ella rnlnh l~i
TPIICM. D\t an nghien Cttu nay dung phuong phap chon m~u theo
pheong phap h~ thong, Dam dong nghien cuu la cac sinh vien ell'nhan
nglll1hkinh doanh tai TPHCM. Cia Slr ban Iii nha nghien ctru tren, hay
hoach dinh phuong an chon m5u cho dir an nghien c(ru nay?
13. MQtnhll nghien c(ru muon kiem dinh mo hinh nghien c(ru cua minh t\li
Vi~t Nam. D" an nghien c(ru nay dung phuong phap chon m~u phfin
tang. Dam dong nghii'n cuu la giam doc cac doanh nghi~p tai Vi~t
Nam. Cia SLr ban IIInhi! nghien ctru tren, hay hoach dinh phucmg an
chon m5u cho d" an nghien cuu nay?
14. MQInha nghien ciru muon kiem djnh rno hinh nghien ciru cua mmh tai
TPIICM. Dv' an nghiEmcuu nay dung phuong phap chon m5u theo
nh6m. Darn dong nghien Cl!'UIii de doanh nghi~p tai TPHCM. Chi SLr
bQI1 In nh1lnghi~n ciru rren, hay hoach djnh phuong an chon mall eho
du an nghi&ncuu nay?
Chlrong 6. CI1<;>""'~u Irong nghi~n ctru dinh )uc;mg 239
TAl LJ~U DOC THEM CHU'ONG 6
Sudman S () 976), Applied Samplillg, New York: Academic Press: Day Iii
quyen Sikh viet cho c,k nha nghien ciru t'mg dung kj thu~t chon m~u cho
nghil~ncuu cua minh. VI v~y, sikh viet rat ro rang, chi tiet, d~ hie'u, va
khong Slr dung thu~t toano
Scheaffer RL, Mendenhall W & Ott L (1990), Elementary Survey

Sampl;IIg, 4"'cd, Boston: PWS-Kent: Oily la tai Jj~u phan tich chi tiet ve
chon milu theo xac suat dua va ly thuyet roan thong ke (dung nhieu
lhu~l toan). Rat dIn thiel eho nhfrng ai muon n~m virng Iy thu),et ve
I xac
• theo
Cjron mau . sual.
~ .
Kish L (1965), Survltlj Snlllp/illg, New York: Wiley: Tai li~u truyen
thong (kinh dien) ve chon m~lI,trinh bay rat day du va chi tiet ve
van d'"
N I
e cnon •
rnau.
ClwOI1!17. Do 1U'(rngva lhu tMp dr, li~lI dinh Itrong 241
Chuang 7
Do lucng va thu th~p dir lieu dinh hrong

Chuong nay gi6i thi~u cac nQidung:
1. Do /II'Ol1gva Clip rill tlumg do trong Ilghien cuu
2. COllg ql 11111th~p dil'lifu
3. Hi~1/chill" tlir 1i?1I
4. CllLlall b; emlifll
1. Do luang va cap d(>thang do trong nghien ctru

Trong ngillen ruu khoa hoc xii hoi noi chung va trong kinh doanh
noi rieng, do luang Iii ench thire SIr d!lng cae con so de dil" fa etie hirn
tU{lng khoa It(Jcrna chung ta can nghien ciru. Nhu cia gi6'i thi~u, mot
hi~n tuong khoa hoc can do ILrang duoc goi la mot khai ni~m nghien
cuu, gol t~t Iii khai niem. Vi du nhu thili dQ ella nguol tieu dung doi
voi mot tlurong hi~u, vv . De do Itrong cac khai ni~m nghien CLI'Unay,
ngLrai ta dung nhi'el1 cilp dO thang do khac nhau (levels of
measurement). C6 nhirng khai niern chinh n6 co
dang so luong, vi du
nlur doanh thu. Tuy nhien, rat nhieu khai niem trong kinh doanh rna
t~r than n6 khong 6' dang djnh hrong. Do vay, de do luong chung,
nhi! nghien elru phai hrqng h6a.
1.1. Cap dQ thang do

Stevens (1951) he thong cac cap thang do thuong duoc SlYdung trong
nghien ctru khoa hoc va chia chung ra thanh bon cap do thang do
(goi t~t Iii cap do) chinh, do Iii (1) thang do cap dinh danh (nominal
scale), (2) thang do ca'p thtr 11,1'
(ordinal scale), (3) thang do ca'p quang
(interval scale), va (4) thang do cap Ii I~ (ratio scale; Bang 7.1).
Bing 7.1. D~c diem cua bon cap do

Cap thangdo O~cdiem
Khang metric Djnh danh D~x"P loa], khang co y nghia ve h.r<;mg
(dinh tinh)
Thu hI De xcp thu til', khang co y nghla ve Itr<;mg
Metric Quang Do khoang each, co y nghla v'(!IU'(1118
nhu'l1g goc
(djnh Ilt<;mg)
o khol1g c6 nghla
Ti Ie Do de. 16n, co y nghla ve luong va goc 0 c6 nghla
Clurong 7. Do Itrong v~ thu th~p dii' Ji~u dinh luong 243
Thang do dip djnh danh va thLf tv diroc gQi Iii thang do

non-metric hay thang do dinh tinh (qualitative scale); thang do cliP
quang va tl I~dtroc gQi Iii thang do metric hay thang do dinh hrong
(quantitative scale). Cac phuong phap phan tich dCr li~u doi hoi
thang do 6 cap thlch hop cho timg bien. VI v~y khi dung cap thang
do nao chung ta can chu y den phuong phap phan tich theo S3U.
1.1.1. Thang do cap djnh danh

Thang do cap djnh danh Iii thang do trong do so do dlillg ell' xep 1000i,
no khollg co y IIgiria vI! luong. Cac d'clng thuong gap etia thang do dip
dinh danh Iii:
1. Csu lzOi 11/(1/ I!m elton III cac diu hoi trong do nguoi tra lcri
dung chi duoc chon mot rrong cac tra loi (single answer) d10
s~n. VI du, trong cac call h6i va thang do tra loi sau day;
n"" thfch hoc n!1;nnhnao trong cac nganh sau?
IvInrk,'1;,tg
Quon Iri 2
Ke'lofln .1
Ttl{ eMltil 4
Kiltlt It 5
Trang cac 10\)1chat dot dum day, loai chat dot nao ban sir dung
thll'img xuy~n nh"t?
c. J
Diftt 2
Thall 3
etii 4
244 Phuong phap nghien ciru khoa hoc trong kinh cloanh
2. Cau hoi nhieu h,ra chon la cac dlu hoi trong d6 nguoi tn\ lai
co the' chon mot hay nhieu tra loi (multiple answers) cho
sgn. Vi du, rrong call hoi va thang do tra loi sau:
Trong esc 1000i mroe ngQt sau day, ban da dung qua 1000i nao?
Pepsi 1
Trif>eco 2
Coke 3
Sprite 4
7 lip 5
1.1.2.Thang do dip thlr t~l:

Thang do eap thlr h,r III I09i thang do trong do so do dung de so sanh
thll' t~f, n6 khong c6 y nghia ve hrong. Cac dang rhuong g~p cua
thang do dIp thll' 11,1'
la:
L Cau hoi bupc Slip xep 11111'i1r (forced ranking) lit cac cau hoi
trong d6 ngu'oi tra loi phai s~p thea thL'r~ cho cac tr<iloi. Vi
du, trong diu hoi va thang do tra loi sau:
O"n vui long xep Ihty tv theo so thich cua ban cac thuang hj~u
ruroc ngQt sau thea each IhlYCsau day: (1) thich nhat, (2) lhich
Ihit nhl, vv.
-----------------
Pepsi
Tribeco
Coke
Sprite
7 lip
Failla
Chuong 7. Do Itrong va thu th~p du' lieu djnh hrong 245
2, Cau hoi so snnh cijp (paired comparison) Trong cac cau h6i 50
sanh c~p nguai tni 1m duoc yeu dill chon mQt trong mQt
c~p, ch~ng han nhir chon mQt thuong hieu thich nhat trong
hai thuong hi~u, chon mQt bao bi thich nhat trong hai dang
bao bi, vv. Vi du, trong diu hoi va thang do tra 1msau:
Trang timg c3p thtrang hi~u OlWC ngot duoi day, "in ban vui
long ddnh sO I vao thuong hieu ban lhich hon trong m{ll~p?
Cokt •.. P<PS'

Coke .., 7 lip
Cok< ... Tribcco
Trr/Jeco ... Ptpsi
Tribeco 7 up
Vll.
1.1.3.Thang do cap quang

Thang do dIp quang Iii loai thang do trong do so
do dimg de chi
khoang each nlurng goc 0 kh6ng co nghia'. Cac d(lng thang do quang
thU'ong duoc SLr dung trong nghisn cuu khoa hoc kinh doanh bao
gom:
1. Thang Likert (Likert 1932) Iii loai thang do trong do mQt

chlilli cac phat biell lien quan den thai dQ trong call hoi duoc
nell ra vii ngum tra lui 5e chon mQt trong cac tra loi do. Vi
du trong ciIU hoi vii thang do tra 1msau:
I Thang do quen IhuQcvo; chung ta trong khoa hoc tv nhien a d~ng nay Iii
thang do nhi~t do, vi dl,l oc. Thang do nay dove thiet I~pbfiJ'gcach d~t diem dong
d~c va bOchoi cua mIac theo thll' tv Iii O<>C vii lOO"C;sau do chia khoang each t\t
OOCd.rn lOO"Cra thanh 100khoang deu nhau, moi khoang nrong ung voi l0e.
246 Phuong phap "ghien am khoa hoc trong klnh doanh
Xin vui long cho biet mtic do dong y cua ban trong phat bieu
"Toi rat thieh sun chua Yomost":
Hoilll lonll Pildll Trung DOllg H 0011 10011

plll!1I d{)i dOng y
dO. dl/lIg Y
2 3 5
Hay tho biel Ihai dQ cua ban trong phat bieu: 'Nu6c tVa chen
nen cO mau vang chanh'
Hatlll 'oim Phdll Trrmg DOng HOlfn 10""

phdn do; dOng y
dol dllllg y
2 .1 4 .5
Thang do Likert dLI'C,)'cthuong duoc dung de do lucmg mot t~p

cac phat biell ella mOl khai ni~m. So do cua khai niern Iii tong cac
dit1'mcua tli'ng phat biell. Mot each chinh xac, chung ta chi duoc phep
lay tOI~gkhi n6 co
rinh don nguyen (unidimensionality: Cerbing &
Anderson 1988; chung ta se xem xet chi tiet han ve van de nay trong
chuong sau). VI v~y thang do Likert con duoc got la thang do lay
100ng(summated scale). Day Iii thang do pho bien nhat trong do
luong cac khai ni~m nghien ciru trong nganh kinh doanh. Vi 01,1de
do hrong tlnh vi chung cua nguoi tieu dung chung ta ph6ng van ho
bang each h6i voi thang do tra loi sau:
Cheong 7. 1:>0 IlI'Ongva thu th~p dfr lieu dinh luong 247
Hay cho bio!tm(rc dO dong oj cu~ ban doi v6i cac phil bieu sau day:
HOlm Phnll Trung Dong Holm

10(111 dO, dung oj loan
phan dOng
PIII!I bie;'
dO, oj
ChuQng mua hang nh~p 1 2 3 4 5
ngoai khong Iii hanh vi dung
d~n cua nguoi Viet Nam
Dng hQ rnua hang nh~p ngoai 1 2 3 4 5
III gop phan lam mOl so
ngu'Oi Vi~t b] mat vi~c lam
Ngu'i:ri Vi¢l Nam chan chinh 1 2 3 4 5
luon mua Mng san xuS'! l~i
Vi~t Nam
Mua hang nh~p ngo\li chi 1 2 3 4 5
gillp cho nuoc khac lam giim
MUll hang nh~p ngoni gay ru 1 2 3 4 5
lfin h"i kinh doanh cua ngu'o;
trong nuoc
Chung ta chi nen rnua hang 1 2 3 4 5
nhlip ngoal khi n6 khong the
san xuat duocrrong nuec
'Ie m~t 19 thuyet, thang do Likert Iii thang do thu t~r vii do
Iltong mire do dong 9 cUB doi nrong nghien ciru, Nghia Iii bien thien
cua cac tra lai tir /Jolin toan phan dlii (klrollg dOng y) den hoan toan dOllg
so
y, Tuy nhien, neu do tir nam diem Ira len thi ket qua kiem dinh
thee ti~n cho !hay thang do Likert co tinh nang nhir thang do quang
(Dunn-Rankin 1983), VI v~y, trong thirc ti~n nghien ciru, thang do
Likert duoc xem nhir lil thang do quang. Neu thiet ketra loi chi a hai
eve dung de'do h.l'<'mgrmrc do dong 9 cua doi tuong nghien ciru thi
248 Phuong phap ngllie" (In' khoa hoc trong kinh doanh
n6 cling dl1qc gQi Iii thang do Likert hay dang Likert (Likert-type
scale). Vi du, thang do thanh phan L(lc qUlm (optimism) trong thang
do Nallg lire ltim Iy ella nhan vien marketing (Nguyen & Nguyen
2012) nhir sau:
Hod" HOOn
Phdl hieu tOOn tOOIl
pIli;" 11m UolIg rj
Khi g~p kh6 khlln trong ding vi~c,toi 1 2 3 4 5 6 7
luon lin di'eu 101nhal se xay ra
Toi luon lac quan vI! cong vi~cttrong lai 1 2 3 4 5 6 7
ella toi
Toi luon ky vQng moi vi~cthea y toi 1 2 3 4 5 6 7
Toi tin moi vi~c tol lanh luon den voi toi J 2 3 4 5 6 7
all! y each xay dung thang do dang quang nay, chung ta nh~n
thay sv nrong dong voi thang do nhi~t dO (Oe) trong khoa hoc tv
nhien: lily diem daLl, vd, 1 va diem euoi, vd, 5 r'Oi chia chung ra lam
bon khoang deLInhau.
2. Thong do (/6, nglrin (semantic differential; Osgood & ctg 1957),

con goi Iii thang do Osgood (Osgood 1952) Iii loai thang do
nrong t~r nhu thang do Likert, nhung rrong thang do doi
nghia nha nghien nyU chi dung hai nhom til 6 hai eve c6
nghia trai ngl1qc nhau, VI v~y, thang do nay con duoc goi III
thang do tinh tir C1,fC, tuy rling khong nhat thiet luon luon la
mot c~p finh tir. Khi dung cac ~p til nhir ngon-khong ngon
thi gQi III tinh tir C1,fedan (monopolar adjective) va khi dung
c~p tir nhir ngon-d6 thi goi Iii tinh tir eire c~p (bipolar
adjective). Vi du, trong cau hoi vo; thang do tra lui sau:
Chuong 7. Do III'0ng va thu !h~p dllli~u djnh hrong 249
Xin ban vui long cho biet thai d{>cua ban doi voi Umong hi~u
sCrad~c co du'bng 6ng Tho:
R<1l IlIiel! Ral gilil

2 3 4 5 6 7
3. Thong Stapel 111thang do bien the' ella thang do e~p tinh Ill'
cue, Irong d6 nha nghien ciru chi dung mQt phat bieu 6
trung tam thay VI hai phar bie'u doi nghich nhau i:J hai cue.
Vi du, Irong cau hoi voi thang do tra 10; sau:
H3y cho biel danh gia cua ban doi voi thai d{>nhan vien ban
hailS (, cit. hlmg XYZ:
TM" I"I~"
-5 ·4 -J ·2 -1 +1 +2 +3 +5
1.1.4. Thang do cap ti I~

Thang do dIp ti I¢ (ratio scale) Iii loai thang do trong do so do dung
de do do 16n,va goe 0 c6 y nghla. Dang thong thuong nha'i cua thang
do ti I~ In hoi tr~rctiep dlr ti~u da 6 d(lng ti teoVi du, trong cau hoi va
tra Joi sau:
Xin ban vui long cho bie! ban cO bao nhieu chi& ao dlli?
_chi&. •
Trung blnh trong 1 luan ban chi tiE?U bao nhieu Ifen rna nlrOc giiii
kh.lt? _ dong.
MQt d(lng khac cua thang do cap ti Ie ding thuong dung La
thang do tong 11Ifllg so' (constant-sum scaling). Vi du trong diu hoi va
250 Phvong phap nghien cU'ukhoa hoc trong kinh doanh
tnilai (sau khi phong van mQt ng~roitieu dung va so do nhan dU'<;JC)
sau:
Hay chin 100 diem cho cac Ih\long hi~u sau day theo drum gia cua
ban.
TllltI1l1g'''fll A B c o
0,1", 30 15 35 10
},2. C~p thang do va dQ manh ctia chung

Cap ella thang do dung de'bie'u di@ndQ manh ella no, nghla Iii thang
do cap cao luon c6 nhll'ng thuoc tinh ella thang do dip thap han
nhung ngu'Q'cI~i khong dung. Nhir v~y, trong btln cap thang do
(dinh danh, tlur tv, quang va ti I~) thl dinh danh la thang do cap a
thap nhat, tiep theo la thu' 11,1', quang va Ii I~.Thang do cap th~'rtv c6
tat ca cac thuQc tinh cua thang do cap dinh danh, thang do cap quang
c6 tat cit cac thuoc tlnh cua rhang do dIp thu' tu; va thang do cap tll~
c6 tat ca cac thuQc Hnh cua cac dip thang do con lai.
Cling can d1U y them la chung ta c6 the d~ dang chuyen doi so
do (da do roi) cua thang do cap cao sang so do ella thang do dIp thap
hon, nhung khong the chuyen so do thang do dip thap thanh so do
cua thang do cap cao. Lily vi du, cluing ta muon do luong thu nh~p
hang thang cua nhfin vien van phong b3.ng each hoi ho tnrc tiep
khoan Ifen thu nh~p trong thang ella ho nhu sau:
CSu h6i: Vui long cho biC'1Ihu nh~p hang thang rna ban?
Tra lOi:, dong/lhang
Day la thang do cap ti I~. Sau khi thu th~p du li~l!cua m~u,
chung ta thay thu nh~p hang thang trong m~u dao dQng tit 2 tri~u
ChLronll7. Do luems va rhu tn~p dll' li~lI dinh lueng 251
dong den gan khoang 16 tri~lI dong. Bay gi& chung ta c6 the chuyen
doi so do (dIp Ii l~) nay sang so do dip quang (Bang 7.2).
Bang 7.2. Chuycn doi dip Ihang do
Quang enuyen doi So do moo (sau khi chuyen doi)

2 tri~u/th.lng - < 4 trieu/thang 1
" tri~u1tMng- < 6 tn~u/th.ng 2
6 trieu/thang - < 8 tri~u/thJng 3
IItri~u/lh;lng - < 10tn~u/th.ing ~
10 tri~lI/thjns - < 12 tTi~u/thang 5
12 Il'i~u/lhal1g - < 14 trieu/thlillg (,

14 tri~u/th;\11g - < 16 IriCu/thilng 7
Nlur v~y, chung ta dii chuyen doi so do trong thang do dip tl J~

sang so do trong thang do dIp quang. ChLI y Iii so do sau khi chuycn
dui c6 gin tr] tlr 1 den 7. Di'ell nay co nghla Iii nhirng ngll'&i c6 thu
nh~p tLI'2 lri~u dong/thang den < 4 tri~lIdong/thimg SI? co so do moi
trong thang do dip qLlang lit 1. Tuong h,r nhu v~y, nhirng nguci co
thu nhap tll'.) lrieLi dtmg/thang den < 6 trieu dong/thang se co so do
moi trong thong do dIp quang la 2, vv.
2. Cong cu thu Ih~p dCr li~u

2.1. Bang cau hoi
Cong Cl,1 thu th~p dl'1 lieu trong nghien ciru Iii bang cau h6i. Co hai
d\lng bang diu hoi chinh (1) bang diu hoi chi tiel (structured
questionnaire) dung trong thu thap dl'r li~lI trong nghien ciru djnh
Iuong, va (2) dan bai huang d~n thao lu~n (unstructured
questionnaire/discussion guideline) dung trong nghien ciru dinh
tinh. Bang cau hoi dung cho nghien ciru dinh hr9'ng thuong khac rat
Phuong phap nghien cU'Ukhoa hoc trong kinh doanh
252
nhi'eu ve m~t dIu true so voi bang cau hoi dung trong nghien elm
dinh tanh (dan bai thao 11I~n).Phan nay chung ta t~p trung vao bang
diu hoi chi tiet (goi t~t la blmg diu hoi; xem them trong Schuman &
Presser 1981).
MQt bang diu hoi tot se giup nha nghien ciru thu th~p duoc dCr
li~lIcan thiet voi dQ lin c~y cao. MQI bang diu hoi phai thoa man hai
yeu cau co ban sau day:
1. Phai co day du cac diu hoi rna nha nghien oru muon thu
th~p dCr li~u Ill' cac tra lui
2. Phai kich thich c:1l1'Q"C 51,1' hop tac cua ngt.roi tra 10i
2.2. Qui trinh thie't kebang cau hoi

Qui trinh thiet ke bang diu hoi co the' duoc chia thanh bay buoc nhu
sau:
1. Xac djnh cu the' dir li~lI can thu th~p

2. Xac djnh dang ph6ng van
3. f)anh gia nQi dung diu h6i
4. Xac djnh hinh thirc Ira loi
5. Xac djnh each dung thu~t ngu
6. Xac dinh dIU true bang cau hoi
7. Xac djnh hlnh th(rc bang cau hoi
8. Tlur ran I -+ sua chira -+ ban nhap cuoi cUng
Chuong 7. Do IU'ong va thu Ih~p dl'r lieu djnh lucng 253
BU'oe1. Xae djnh cu the dfr li~u e'an thu th~p

Cong vi~c dau tien trong qui trinh thiet kebimg cau hoi Iii phai li~t ke
day du va chi tiet cac dtf li~u din thu th~p cho du an nghlen ciru.
Bang diu h6i la ceng ql noi lren gitra thong tin can cho dv an va dCr
Ii~u se duoc thu th~p. Nhu v~y, khi thiet ke bang diu hoi chong ta
phai dua VaGvan de nghien dru va nhu cau thong tin da xac dinh de
thiet ke cac call hoi cho vi~c thu th~p cac dii li~u nay.
Buae 2. Xac djnh dang ph6ng van

C6 b5n dang ph6ng van chinh dung trong nghien ruu, do Iii ph6ng
van (1) true di~n (2) qua dien thoai (3) b~ng each glri tlur, va (4)
thong qua mang Internet (baa gom thir di~n tLl'e-mail).
Nhu chung ta cia biel, ph6ng van true dj~n Iii dang ph6ng van
rna nha nghien cuu dLlI1gnhan vien phong van den nha d5i tuong
ph6ng vi(n hay mai ho den mot dia rue'm nhal djnh de ph6ng van.
Ph6ng van !'IVC di~n co nhieu iru diem. Do phong van viel1 tiep xLIC
true tiep voi ngtroi Ira loi nen ho co the' kich thich 51,f tra loi, giai thlch
cac cau hoi mit ngu'Oi tra loi chua hiell hay hieu sai, NhU' v~y, suat tdt
lail (response rate) va suat hoan tat cua being cau hoi se cao (cao nhat
trong ba dang phong van).
Tuy nhien, d,lI1g ph6ng van nay cung co mot 55 nhuoc diem.
Mot Iii sv hi~n di~n ella phong van vien co the' lam imh heong den
cac tra loi ella doi ILrc;mgph6ng van. Hai la chi phi cho dang phong
van nay rat cao, Han nCraneu vi~c quill 19 thu th~p d['r li~u tai hi~n
mrong khong chM che thl se xuat ki~n kha nang phong van vien tv
di'en3 vao bang diu hoi. Khi thiet ke being cau hoi, dang phong van
nay khong doi h6i rmrc do
chi tiet cao nht.t dang ph6ng van b~g
, Co nh;eu each do Iltong suat Ira 10i, <I day no Iii ti so gifra sO 111(IOg
ngltoi
(chap nh;in) tr~ 1mva klch IhU'6e mAu (Wiseman & Billington 1984).
doen cae tra 1m vila bang diu hoi thay vi ph6ng van doi
, Phon!; van vien I....
luvng can Ihu th~p dtr li~u.
254 Plurong phap nShien Clru khoa hoc trong klnh doanh
di~n thoai hay b3ng thu, Hen nira, dang ph6ng van nay cho phep
ph6ng van vien Slr dung cac tro van CI,I' khi can thiet.
Ph6ng van thong qua di~n thoai giup giam chi phi ph6ng van
hon so veri dang ph6ng van rrvc dien. Tuy khong true tiep tiep xuc
veri ng110i Ira loi nhir trong dang phong van tn,rc di~ nhirng ph6ng
van vien v~n co kha nang giai thich, kich thich s\r hop tac cua nguoi
tra 101rna it lam anh hu6ng den cac tra Uriella ho.
Suat tra loi va suat h01111tat (1 dang phong van biing di~n thoai
tuy khong b~ng dang phong van true dien nhung cung kha cao. Tuy
nhien, trong nhiing thi tnrong rna doi tuong nghien ciru khong co
di~n IhoiJis thl khong the' dung dang phong van nay. Bang cau h6i
cho dang phong van qua dien thoai doi hoi rmrc dQ chi tiet ceo han
so voi dang ph6ng van true tiep. Ph6ng van vien chi co the' giai thfeh
b~J1gJbi chu khong the' dung cac tro van cu.
Phong van biing each glH thu den dOl nrong nghien cuu de' ho
1m
tv doc cac cau h6i va tra chung doi hoi cao nhat ve mire dO chi liet
va ro rang <:ila bang d\u hoi. Neu bang dIU hoi khong £0 rang, chi tiel
va d@hiell, ngtroi Ira 10ise khong hieu hoac hiell sai cau hoi.
Suat tra loi va holm tat trong dang ph6ng van nay rat thap va
thoi gian thu th~p thuong keo dili nen it duoc dung trong nghien
cuu lmg dung (nghien ciru de' ra quyet dinh kinh doanh nhir nghien
cuu thi truong). Tuy nhien, day la dang phong van pho bien trong
nghlen cuu khoa hoc han lam VI no co m(>tso rru diem. M(>t la neu
sufit tra 16i cao thi ehi phi se thap. Han nira, cac tra loi khang b] tac
Q(>ngboi 51.1 hien di~n ella phong van vien cUng nhir tranh duoc hi~n
tuong I\t dien tra loi cua phong van vien.
• TrQ van cv Iiicae cOns cv tTQ giup cho v;ec pMng van d~ dang va Iu~u qu~
co
han. Chung cO nhiliu d~ng kh6c nhau, the IIIhinh anh, mSu, VV.
> Trong nghien clu t~i thi tnrimg qUQete, nhll ngluen cUu cimg ciin ehu y
den vi~c ph6ng van bAng di~ lho~i. Co nhimg thi lnrimg v;ec phong van b3ng
di~n tho~i iiI dieu khang the duvc, vi d\! nhtr t~jNMI va Him QuOc.
Chuong 7. Do IL'Ol1gva rhu th~p dU'li~lI djnh luVng 255
Ph6ng vtn thong qua m~ng internet co iru diem Iii nhanh va it
ton kern. Tuy nhien hi~n nay phirong phap nay chua duoc phO' bien,
sliat tra loi con rat thap, ngay ca tai nhfrng ruroc cia phat trien
(5imsex & Veiga 2000). Han nira, chung ta rat kho kiem tra doi {m,mg
khao sat de ho co thu{>c vao th] truong nghien dru ella chung ta
khong? (co the' co nhieu Ira loi cua doi tlI'qng khong thuoc vao th]
truong chung ta nghien ani nhung chung ta khong biet de Ioai bo
ole tra loi nay).
Butrc 3. Danh gia noi dung cau h6i

NOi dung cua eau hoi anh hltang den kha nang hop tac ella nguoi Ira
Io-i:tao drell ki~n cho ho mong muon tham gia va tra loi lrung thuc.
Can chu y 111ngu'ai tra lui khang duoc chua'., hi truoc ve van de
chung In muon hoi va ho rhuong hay quen. Hon nira, co nhirng du'
li~u nguoi tni loi rat mi~n cuong cwog cap nhu tuoi rae, thu nhap, vv,
ehllng ta can co each hoi thlch hop nhurig thoa man rnuc tiell nghien
ciru CUi!mlnh, De danh gia ni)i dung cac diu hoi, nha nghien cuu
phai 11,l' Ira lai cac cdu hoi sau:
1. Nguoi Ira lui co hieu diu h6i khong?

2. Ho c6 lhong lin khong?
3. HQ c6 cLIng dIp thang tin khong?
4. Thong tin hf,) cung dip co dlmg lil dfr li~u can thu th~p
khong?
Lily vi du thay vi h6i "bt,11l bao nhieu. II/iii?" chung ta nen hoi
"trong ctie 11/1(111111/0; 51111day, bon IllIIqe II1U111! till)! nao?" voi thang do
tra loi nmr sau:
256 Phuong phap nghien cU'Ukhoa hoc trong kinh doanh
< 78 111/);
18 - 25 luOr 2
26-35Iu6; 3
>35 lu6; 4
Khi h6i doi nrcng nghien cUu thuQc nhom tuoi nao, chung ta d€
dang nh~n duoc s\r hQ'P tac cua ho hem la hoi tuoi chinh xac cua ho.
Hon nlra, chung ta chi din biet ho thuQc nhorn tuoi nao chu khong
din biet chinh xac Iii ho bao nhieu tuOi.
Bl1Ctc4. Xac dinh hinh thlrc tra loi

Co hai hlnh thlrc t...1 loi chinh (1) tra loi cho cac cau hoi dong
(closed-end questions) va (2) tra 1m cho cac diu hoi mo (open-ended
questions).
Cdu hoi dong Iii cac cau hoi co cac Ira lai cho s~ va nguot tra
lui se chon mot hay nhieu t.ra 1m rrong cac tra loi do. Co nhi'eu dang
dIu hoi dong nhu:
1. Dang diu hoi de ngh] nguci tra 100chon mot trong hai: c6
ho~c khong (dichotomous). VI du trong cau hoi va thang do
Ira loi nhir sau:
n~n c6 dung cfi\u goi dau tr] gau khong?
Co 1
KlriJll8 2
2. Dang diu hoi de nghi nguoi rra loi xep thli /!f (ranking). Vi
du trong diu hoi va tra loi nhu sau:
Chuong 7. 1)0 ILlong vh thu lh~p dfr II~lI djnh lu'r;mg 257
Ilay xcp th(, tv rmsc dQ anh hucng den quyet djnh lI111a
hang cua ban cua cac yeu to sau day: (yell to nao quan IrQn~
nhat dlinh so 1, kent hon danh sO 2, 1fV, "iI it qua" trong "hat
danh so
5)
Citi
Bao hi drp
Qllallg cdo Irap dJII
8li1l be giar IlIifll
VV.
3, Dang cau h6i eho l1/Jiell I!ffi ChI/II (multiple choice question).
Vi du trung diu h6i va tra Iqi sau day:
Trong rae tl1lmng hi~u dau goi d'§u sau day ban d. dilr1g loai nbo
roi'/
I~eloic,' 1
PIlII/"rre 2
S,ITillg 3
rYe'sll bO kCl 4
Srl/l511k 5
tn',
Cdu h6i rna la cac diU h6i khong cO call tra Uri sin, NglfOi tra
do di~n dill cac tra Uricua rnlnh. Lay vi du:
loi hoan 101m11,1'
Ly do nao ban thieh sir dung Oau go; 2ITong I? Tra Uri ... [day Iii dang
cau hoi m6 nay IhuOng duvc gQi 1.1cau hoi cho ciiu tr' 1M tv do (free
responscll,
258 Phuong phap nghien nru khoa hoc trong kinh doanh
Vii con gl nun? [D~ng nay dlfQ'c gOi 1;\cau hoi dao sau Iprobingl].
rra loi...
50' vai diu h6i d6ng, diu hoi rna co iru diem co ban la nguoi tra
I&i duoc II,!'de di~n d~t hanh vi, thai dQ cua mlnh, khong bi rang
bUQcboi nhi'mg tra loi cho s~n nhu trong diu hoi dong rna nhi'eu khi
ho cam lhay chua th~1 phil hop vai minh. Di'eu nay co the'dfut den
tlnh tr~g mien cuong chap nh~n cac tra loi da cho sgn. 1110ng
thirong, nha nghien cuu djnh hrong thuong Slr dung cac nghien ctru
kharn pha dinh tinh de xac dinh cac tra loi cho cau h6i dong dang de
va phil hop hem.
Nhir v~y, dll' Ii~u thu th~p duoc ro' diu hoi rna thuong phong
phu han 50' vai dfr Ii~u thu th~p duoc ttr cau hoi dong. Han nira, cac
cau hoi mo a dang dao sau se giup nha ngluen CUll thu duoc nhu'ng
thong lin 'ben trong' ella ngu'oi doi tuong nghien ctru. Tuy nhien,
diu hoi m6 cung c6 nhi'1'11gnhuoc diem so voi cau hoi dong. M{it la,
cac tl'~ I(Yi cho cac cau h6i rno thuong b] chech do phong van viiln
torn t~t cac tra 10; hon 111ghi day dll nhimg gi nguoi tn'! loi die11 d~t.
Hon nlftl, vi~c ph6ng van, hi~u chinh va rna du' lieu cho cac dIU hoi
m6 ton kern nhfeu tho; gian, cong SLl'C hon la cac cau hoi dong. Vi
v~y, cau hoi rna duoc d LlI1gd111 yeu trong nghien ciru djnh tlnh
(Chuong 3) vii diu hoi dong duoc t~n dung trong nghien cuu djnh
luong (Chuong 4). Ciing din chu y Iii trong nghien ciru djnh IUQ'ng
cau hoi 5& dung chinh Iii cac dIU hoi dong, e6 cap do de ro rang va
duoc xac dinh mroc, Tuy nhien, nha nghien ciru cling Slr dung mot
so (han che) Call h6i me de' kham pha them mot vai diem nao do
(mot dang nghien cuu h5n hop),
Buac 5. X5c djnh each dung thu~t ngft

Khi Slf dung thu~t ngfr rrong cae eau hoi din chu y nhfmg nguyen t~e
co ban sau:
Ch~rong 7, DQ lu'cmg va thu th~p det lieu dlnh IUQrlg 259
l. Dung tlr dun gin"

vii quen thll~k cho cac cau hoi rrong bang
cau hoi. Phai Slt dung thu~t ngCf phil hop voi tlrng th]
truong nghicn oru. Nhieu vung khac nhau trong mot qlloc
gla cling thirong hay Slr dung nhimg hI khac nhau cho cung
m{lt 51,1 vi~c hay do v~t nen chung ta din chu y dung nhfrng
tlr rna vung do quen thuQc nhat, vv,
2, Trall/, diu hoi dili dong, tlr ngfr cang chi tiet, cu the'va ro
rimg cang tot, Khong nen lam dung cac cau hoi qua dai, toi
nghla. Khi dung mot hI din xem xet n6 co nghia nao khac co
the lam ngl.l'oi tn) loi hie'u nham,
3, Trnnh diu hoi cho hai hay nhi'eu tra loi cung mot luc
(double-barreled question). Vi du khi chung ta h6i: Kent
Kido's COllgOII vn/urdu'allg khong? thi hai tra loi se xuat hi~n
cung mot Ilk rho mot nurc tra loi. Day la hai cau hoi duoc
ghep l<;Iiva trong truong hop nay chung ta nen tach ra lam
hai diu h6i:
Ng<lll vtl bli'.1tri}/T/I J

Ngullllhtmg k/r611gM'drrullg 2
KMllg ItgUII Illrmr.~b6 3
K/r/i1l8 IIgUII (.illg khOllgOO'duiillS 4
4. Trallh dIu hoi gQi y

(leading question) kich thich ngu(Ji tra
loi phan x~ theo lurong dii dful trong ca'J hoi. Vi du khi
chung ta h6i: Ban co dling !i III si"rn (life co dlrimg thuong Irifu Co
Grii Htl Lan 1tII000;sim co chnl luong cao IIhat khimg? Trong diu
hoi nay nha nghien cUu dii d~n y cho nguoi tra I(ri ve qllan
diirm chat IU'Q11gcua thuong hi?u.
260 Phuong philp nghien ciru khoa h9Crrong kinh doanh
5. TranI! dIu hoi co thang tra loi khong can bfu1g (loaded
question). Vi du, khi chung ta hoi: Bt.1nco thlcn siin d~tI nitllh
Tribeco kllollg? voi thang tra len dum day se lam chech thai
do cua ngll&i rra len ve huang thich:
VII CIIII8 RBI Tlllch Tqm KhOII8

thiell thich
t!lich dllVc
J 2 3 4 5
6. Trtinh cau hoi b~t nguoi tra len phai uoc doan. Vi du, khi
chung ta hoi: 8Qll 1111111baD nhiiu qlC xa bOng film irong nn",
qlla? thi ngu'oi Ira loi khong the' n110nho duoc duo lieu ho co.
NhU' v~y 119phai uoc doan cho tra 101cua ho.
Btr6c 6. Xac djnh trlnh t\I' cac diU h6i

Mot bang diu hoi duoc chia ra thanh nhieu phan. M6i phan co
nhfrng muc dich khac nhau. Mot each tong quat, mot bang diu hoi
thuong duoc chia thanh ba phan chinh, (1) phan g<;lnIoc (screening),
(2) phan chinh va (3) ph'an dii li~lI ca nhan (biodata) ella nguai tra
lei. Cac phan nay duoc s~p xep thea thtr tu nhu sau:
1, Phan gQn l(Jc bao gcm cac d\~1hoi nh~m m\IC dich chon
nglloi tr<i lai trong th] mrong (dam dong) nghien ciru, Phan
g~n IQc cia bang diu hoi doi khi lit mot phan rieng biet Slr
dung de chon doi wqng nghien clm truce khi tien hanh
ph6ng van thuc thu.
2. Phan cllilll! bao gcm cac diu hoi de thu th~p dfr lieu can cho
muc tieu nghien ciru.
3. Ph'an dii' liqll ve cil nluln nguai Ira loi.
Clurong 7. Do tuong va Ihu th~p dr, li~u djnh luong 261
Chung ta xep cac phan cua bang diu hoi thea thu h,r neu tren vi
do rnuc dlch va tinh chat cua chung trong do luong. Mol la, phan
g~n loc luon luon phai duoc d~t dau tien vi rnuc did, cua n6 la g\ln
loc dung doi tuong ph6ng van de thu th~p dff lieu trons cac ph'iin
tiep thea. Neu doi nrcng ph6ng van khong dap lmg duoc yell cau thi
chung ta din phai ngung ph6ng van de'tranh lang phi tho; gian (neu
chung ta tiep h,IC ph6ng van r'Oiloai no trong qua trmh hieu chinh)
cho nhan vien ph6ng van ciing nhtr doi nrong phong van. Lay vi du,
chung ta can ph6ng van tru'ang phong marketing cua doanh nghi~p
nhung doi ruong chung ta tiep c~ duoc lai la mot nhan vien
marketing, ho~c chong til can ph6ng van nguo-i ra quyet dinh chinh
trong mua hang trong gia dlnh, nhung dui nfQ'ng tiep c~.nduoc I\li
chi Iii m(k thanh vien trong gia dinh, khong phai la nguo; ra quyet
dinh chinh trong mua m~t hang chung ta dang nghien ciru.
Hal la, ph'5n thong tin ca nhan cua doi nrong ph6ng van La phan
te nh] trong thu th~p. Vi vay, neu chung ta phong van rruoc, ngtroi
tra 10; e6 the SI! ttr choi vi ho khong muon cung dIp thang tin cac
nhan CLIO ho (vd, tlloi, thu nhap). Ho~c la, ho van tham gia nhirng rat
mi@ncueng, Vl v~y, thong tin ho elmg eap se bi eh~eh. Vi v~y, phfin
nay Ilion phai xep 6 phan cLluicung, nell no khong phai la thong tin
dung de' g~n loc.
Ba la, chung ta din chu y thu tv cua cac phan trong bang diu
hoi v6i thlf hI cac cau hoi trong rung phan, d~c biet la rrong pllan
chfnh cua bang diu hoi. Trong thuc ti~n nghien ctru, chung ta can
thay doi thu tv cac diu hoi (hay phat bieu) trong phan nay. Cach tot
nhat la s~p xep ng5u nhien cac phat biell (ho~c cau hoi) trong ellc
thang do Illong cae khcli ni~m ngruen dru de tranh ru~n nrQllg CMV
trong do luang (xem Chtrong 8).
Han nlla, chung ta cling khong nen sir d\,mg mot d~ng thang do
giong nhau (vd, thang do Likert) de' do luang tat ca cae khai ni~m
262 Phuoug phap nghien oru khoa hoc trong kinh doanh
trong rnQt nghicn ciru rna nen ket hop nhieu dang thang do khac
nhau, d~c biet IIIkhong nen do luang bien phu thuoc va bien doc I~p
cung dang thang do. Chung ta c6 the' Slr dung nhi'eu dang thang do
khac nhau de do hrong cac khcli niem khac nhau (vd, ket hQ'Pthang
do Likert vai thang do Osgood, vv).
Cia Slt chung ta muon do luang ba khai niem nghien cuu Y, XI
va X2sau day, chung ta c6 tht!'ket hQ'Pthang do Likert va Osgood:
Y: Xu hueng tieu dung (bien phu thuoc):

XI: Thai do doi vai quang cao (bien dQc I~p);
Xa: Chat luong nh~n thuc cua nguoi tieu dung ve san phii'm
(doc I~p).
Thang do Y (bien phu thuoc; Likert 5 diem)

Hail" tollll H on11 1(11111
p1U!1I tid; 1fQ1I,~!i
Khd l1~nsmutt A cua tol r5t cao 2 3 4 5

A Ibilla chQI1dilu tiCI1 ,<,. to; 2 3 4 5
Xilc sua't mua A cua tOi r5't cao 2 3 4 5
T61 tin rAng, tOi muon mua A 1 2 3 4 5
Thang do XI (bien doc I~p; Osgood 5 diem):

Quangcao cuathirong hi~u A
KI.6I1KMp' dtf" 2 3 <I 5 Rtil hap dJ"
Klto"8 drinK till ciiy 2 3 4 5 Dd"g till cljy
K1r6"g Ihuyil pl.!,c 2 3 4 5 RtiI Ihuyel pll!1C
Khd"8 IllIi vi 1 2 3 4 5 R111 thli vi
To; klr6118thlch ti ,,110 2 3 4 5 Toi r61lhidl
Chuong 7.00 luonl,; va thu Ih~p dCt li~l1dinh luong 263
Thang do X2 (bicn doc l~p; Osgood 5 diem):

Thuong hi~LIA
eM) "'9'118 I/lIrp 2 3 4 5 Clra! IU!,lIg cno
Rdl xffi, 1 2 3 4 s Ra! dfP
KhOllgbell 1 2 3 4 s Ra! veil

KMllg dOll8 till diy 1 2 3 4 5 Dang till c~y
Btr6"e7. Xac djnh hinh Ihire bang ciiu hoi

J Iinh thuc ella bitng diu hoi cling gop phan cho sv thanh cong ella
viec thu lh~p dCI'lieu. Bang diu hoi eo hinh tlurc dep de se kich thich
sv' hop tae cua nguoi tra loi Hon nira, cac phan nen duoc trinh bay
phan bi~t (thuong phan biet b§ng each dung rnau giay khac nhau cho
nhirng pllan khac nhau) del' h6 IrQ' phong van vien trong qua trinh
ph6ng "fin. Neu 10 thong lin g~n IO'c(bM buoc phai de dau tien)
chung ta c'5n thay doi dang tra 10i.Lay vi du. chung ta din g1)l1loc dO
tuoi etC' nghien cuu (rh] tnl'('mg rnuc tieu nghien cuu chi trong mot
nh6m lutii nao d6, vi du lLt'18 den 30 ILlOi,chung ta thay doi d1)J1gtra
loi b~ng each hoi l1110mtuoi, thay "1 h6i tuoi true tiep.
Buoc 8. Thll' ran tht'r nhlll -+ stra chira -+ ban nhap cudi cimg
De co dlfI,'Ycmot bang diu hoi dat chat hrong cao thl bang diu hoi sau
khi thict kc xong phai qua nhieu tan thir va sira chira de hoan chinh
tru6e khi no duoc dung de' phong van. Uln tht! dau tien (pretest hay
con gol III ex lest) duoc thl,l'c hi~n thong qua viee ph6ng van, tharn
khao y kien mot so thanh vien nghien cuu khac trong don vi va dieu
chinh lai, Sau khi sua 'chlfa bang diu hoi nay duoc gO'i la ban nhap
cuoi cUng (final draft questionnaire).
Ban nhap cuoi cung nay lai diroc qua ian thlr thli hai (con gol Iii
p test). Trong tan tnlr nay chung la se phong van doi nrong nghien
ctru thuc SI! trong dam dong nghien ciru. Tuy nhien, muc dich cua
264 Phuong phap nghien Ctru khoa hoc trong kinh doanh
CLiOC ph6ng van nay khong phai de thu th~p dfr li~u rna la de danh
gia bang diu hoi (doi nrong nghien cuu c6 hieu dung diu hoi khong?
he c6 thong tin khong? hoi nhir v~y, ho c6 chiu cung dIp thong tin
khong? thong tin ho cung cap co dung la thong tin can thiet khong?).
Hon nira, l'iin th.:r nay con nh~m kie'm tra kha nang ph6ng van ella
ph6ng van vien. Cac nghien cUu nay nfun trong cac nghien ciru so
bo (pilot study) cua mOl dV an nghien ant djnh hrong. Sau khi dieu
chinh 6 ran thu thu hai nay cluing ta co being cau hoi hoan chinh
(final questionnaire) sgn sang cho cong vi~c ph6ng van.
3.Hi~u chinh dfr li~u

Bang dill hoi sau khi ph6ng van xong (da nhan duoc cac tra loi) can
phai diroc hi~u chinh cac sai s6t (data editing) de' tang chat IUQng cua
chung. Nhu v~y, hi~Ll chinh du' li~u 1a mot buoc can thiet phai co
rrong qua rrlnh thu th~p dCI'li~u. Bang cau hoi sau khi cia qua cac
bUGC hj~u chinh duoc goi Iii ballg cl1u hOi hoim tal (completed
questionnai re), Cac bang diu hoi hoan tat nay chira dung du' liqu da
duoc ph6ng van va dIn duoc hi~u chinh chung de sgn sang cho viqc
nh~p, torn t~t va phan tich.
3.1. Nguyen nhfin gay sai sot trong thu th$p dft li~u
C6 nhieu nguyen nhfin lam giarn chat luong cua dfr lieu duoc thu
th~p. Trong khfiu thu th~p dL'r li~u, chung ta co the chia thanh ba
nguyen nhan chlnh gay ra sai I~eh:
1. Thiel ke bang cau hoi khang dlJl yell call, d~c bi~t Iii Slf dung
thu~t ngil gay nham I~n; diu hoi khong TO rang, hlnh thirc
Irlnh bay khong thong nhat, d~ gay nham lfu1 cho phong
van vien, vv, Iii nguyen nhan dau tien gay nen sai J~ch trong
khau thu th~p dfr li~u. VI vay, chung ta din phai kiem tra ky
Olt1\)"g 7.1)0 luangvii thu th~p di"li~lI dlnh Itrgng 265
luong trong hai ran thu de clieu chinh de' giup giarn SOlisot
trong thiet ke.
2. II uong d~n phong van vien khollg ky luimg, d~c biet lit tlnh
chu quan, khang kiem tra lai phong van vien de xac dinh ho
dii hie'u tat ea cac diu hoi va tra loi trong bang diu hoi, dii
n~m vlrng ky thu~t phong van, cac dimg cac tro van CI,I,vv,
cling 111mot trong cac nguyen nhfin chinh tao nen sai I~ch
trong khau thu th~p dtr Ii~u.
3. Ky thllat pJI01I8 Vllil kem do ph6ng van vien thieu kinh
nghi~m trong cong tac ph6ng van, chu quan, khong chiu ren
luy~n ky nang phong van Iiinguyen nhan tha ba tao nen sai
I~('htrong khau thu Ih~p dll' li~u.
Khau huan 11Iy~nva cho ph6ng vien thuc t~p truce khi phong
van thuc thu dong vai rro quan rrong trong viec lam giam thieu sai
sol do phong van vien. Huang dan va kiem tra ky nang phong van
cua ph6ng van vien truoc khi tien hanh ph6ng van thuc thu lil mot
cong vii;'edin thiet de dam baa chat hrong dtr lieu trong qua tl'lnh
thu th~p,
Tuong tl,l' nhir vi~e kic'm Ira bang cau hoi sau khi thiet ke, kiem
tra ky nang phong viln ella ph6ng van vien Cling duoc tien hanh hai
buoc, Truce tien, sal! khi duoc huang dfu, )(ong, phong van vien
phal Hen hanh ph6ng van giam sat vien. C\:eLl phat bien co nhirng sai
sot trong vi~c hieu cac call hoi, ky thLl~tphong van, VV, thi can phai
dieLlchinh (hvong d~n) l<;li(debriefing).
Sau khi da duoc htr6ng d~n lai, cac phong vien th~c t~p se
phong van doi tuong nghicn cuu. Lan ph6ng van nay cung nh~m
vao muc dieh kiem tra ky nling phong van ella ph6ng van vien.
Trong Ian phong van nay, cac glam sat vien can theo doi ch~t che qua
266 l'hHong phap nghien cuu khoa hoc trong kinh doanh
trlnh ph6ng van nh3m phat hien cac sai s6t, ky nang phong van cua
ph6ng va'n vien de' c6 nhirng bi~n phap dieu chlnh kip thoi.
3.2. Cac buae hi~lI ehinh

Nhir da de c~p tren day, dlr li~lI thu th~p xong din phai hi~u chlnh
chung. Hi~u chinh la mot cong vi~e khong the thieu trong thu th~p
dfr (j~u. Cong vi~e hi~u chinh dli lieu duoc chia thanh hai btr6e (1)
hi~u chinh t\li hi~n truOng (field editing) va (2) hi~u chinh tai trung
lam (central editing).
Cong vi~e hi~u chinh tai hi~n truong do bi) ph~n thu thap dfr
li~u thuc hi~n. Tru'Cte tien phong van vien phai hi~u ehinh ngay khi
ket thuc ph6ng van. Ph6ng van vien phai kiem tra lai that nhanh tlnh
hOEI11t£i'tella bang cau hoi do mlnh phong van. Neu phat hi~n co
nlurng dill hoi b] bo s6t thl can phai ph6ng van Iai ngay cac diu hoi
neu phat hi~n chung b] bo s6t (trong ilk co mat cua doi nrong ph6ng
van). Sau do. ph6ng van vil!n din phai h01111chinh cac phon viet tgt,
ky hi~u, va nhu'ng gl chua dien kip. Neu ph6ng vien khong thirc hi~n
nghiern tuc cong vi~e hieu chinh nay th\ se gay kho khan eho chlnh
ph6ng van vien va eho cac khal1 hieu ehinh tiep theo. Ly do lit nell bo
s6t cau h6i hay quen phon viet t~t ella mlnh till ho phai den tiep xuc
v&i doi nrong ph6ng van de' phong van lai. Cong viec nay se ton thoi
gian va chi phi va doi khi la nguyen nhan dful den vl~e ph6ng van
vien til di'en vao neu ho khong duoc giam sat ch~t che.
Sau khi hi~u chlnh xong cac bang cau hoi do minh phong van,
ph6ng van vien dcm nop cac bang diu hoi nay d10 giam sat vien ala
minh. Ciarn sat vien thl,fc hien viec hieu chinh tiep theo cho tat ca cac
bang diu hoi dii duoc cac ph6ng van vien do mlnh gici.n, sat hieu
chinh xong. Ciam sat vien d1iu trach nhiem trong viee kiem tra:
Clnrong 7 Do Iuong va thu Ih~p dir li~lI djnh ILI'r;mg 267
1. Tlnh iwnll tnl cua cac bang diu hoi

2. Tlnh hP'P Iii giCracac diu hoi trong nrng bang cau hoi va giua
cac bang diu hoi ella ph6ng van vien do mirth giam sal
ph6ng van
3. Tlnh ro rilllg ella cac tra lUi,nhat 111.cac tra Uri cho cac diu h6i
rna
4. Tinh IIglti€1II lI;e trong phong van cia phong van vien
Buac hieu chinh tai lrung tam do bi? ph~ xu I)' dfr Ii~ll thl,l'c
hi~n rnroc khi nh~p drf li~u cho vi~c xu I)'. Muc dich cua cong vi~e
hi~u chinh t~i Irung tam Iii de kie'm tra toan b6 cac liii va nhalla tinh
h9P I)' giu'a cac eau hoi Irang n (kich thiroc m~u) bang cat! hoi.
4. Chllan b] dll' liell

Du' Ii~u sau khi thu th~p, nha nghien CLI'll Call chua'n b] drf li~Ll,baa
gom: mii hoa dCfli~lI, thiet I~prna tr~n dLf li~u va lam sach dlr li~lI.
4.1. M3 du' Ii~u

Mii dCr li~lI (coding) III qua trinh chuyen doi cac tra loi thanh dang
rna so dil' nh~p va XLI' I)'. Mii hoa duoc thirc hi~n truce (preceding) va
sau khi phong van (postcoding). Doi v&i cac diu h6i dong, vi~c rna
h6a dUQC thl,l'chi~n mol fan IruCtekhi tien hanh thu th~p dtf li~u. Tuy
nhien, cac diu h6i mo thirong phai rna hoa hai ran:
1. Tao rna trvoc khi ph6ng van thong qua vi~c du doan truce
cac Ira tbi 51! xuat hi~n
2. Dieu ehinh rna neu co sai t~ch sau khi phong van xong
268 Phuong phap nghien cinr khoa hoc trong kinh doanh
Mot tra loI khi rna hoa se the hien bling hai so: so thll' nhat chi
so bien va so thli hai chi so tra lai (so do). Vi du, trong diu hoi co rna
bien (CQt) iii 2 (ky hi~u III C. 2), va thang do tra lOi narn diem nhir sau:
B~ne6 thieh siio chua Yomilk khang? (C2)
R61 il,icit TI'lch TlJrll d1tvc Gllet Ral Sllt't

1 3 4
Sau khi ph6ng Van doi nrong nghien am thir nhat cua m~u
chung ta nh~n duoc Ira loi Iii "thich" thi rna cua tra loi ia 2 (tra loi co
so do la 2). Tuong tV' nlur v~y, gill sir cung cau hoi tren (bien 2)
chung ta phong van nguoi tieu dung thir 2 va ho tra lai la "tam
ducc" thl rna cua tra loi 3, vv. Cac ma nay duoc nhap vao rna tr~n dtf
a
li~LItrlnh bay phan tiep theo duoi day. Cole ky hieu ma tho cac bien
va cac tra loi dircc trlnh bay trong mot so rna (code book), so nay c6
dang trinh bay trong Bang 7.1.
Bang 7.1. S6 rna

Mil elit C5 u hol Bl~n Mli Ira lol Tra lol
009 Q.l Ci6i tlnh Nam
2 Ntr
020 Q.15 B~nco thieh 1 Rat thieh

siia chua Yo-
2 Thich
Most khong?
3 Tam duec
4 Ghet
5 Riltghet
Chuong 7,00 Illong va Ibu th$p dil' lieu djnh lu"ng 269
4,2, Ma lr~n du' li~u

Bang diu hoi sau khi aa
phong van, hieu chinh va rna cac dli' Ii~u
xong thi cong vi~e tiep theo 111nh~p dft li~lI vao may, OCr li~u du'qe
nh~p va ehuye'n sang cac phan rnem nrong lmg cho viec xlr Iy va
ph5n tich. DCrli~u sau khi nh~p xong 0 dang mot rna tr~n duoc gQi III
rna tr3n dCr li~lI(data matrix). Cac phan mem xu Iy dft li~u trong
thong kc (rat tlurong dimg de' xu Iy dlr li~u trong nghien cuu thj
rnrong) nhu SPSS, SAS, vv, deu can diT li~u 0 dang rna tr~.
Ma tr~n dCrIi~u chua dung tat ca cac tra lai da duoc rna hoa ella
toan bQ cac bang cau hoi (toan bQ maul. Cot ella rna tr~ dfr Ii~u bieu
thj rna ella cac bien va dong cua no bieu thi kich thuoc mau. M6i cot
cua rna l'r~n dfr li~u chira dung dfr li~u cua n phan nr (\'Ii du nguoi
tieu dung) cua m~u vC: mot bien du lieu nao d6 rna chung ta clln thu
thQP. M6i dong chua d~1'I1gdfr li~u (rae tra loi) cua mot phan hrmau
cua tat ca cac bien can 1'l1U th~p (Bang 7.2).
Bang 7,2, Ma lr~n du' Ii~u

Klch thu'oc mall Cac bi"'" (so c';'t): tiI'l den k
(50 dong): t(1' I den n "I 2 3 k
2
2 3
3
n
270 Phuong phap nghien ruu khoa hoc trong kinh doanh
4.3. Lam sach d if Will
Tnroc khi t6m Hit va xli Iy, chung ta can lam sach dCi' lieu (data
cleaning), Lam sach dii li~u nh~m muc dich phat hien cac sai sot e6
the' xay ra, d6 Iii (1) cac 0 trong (missing data), va (2) tra lUi khang
hQ'P IY·
4.3.1. () Irong
Cac 0 trong Iii cac 0 ella ma tr~n khong chua dung dii' lieu tra 101.
Nguyen nhan cua cac 0 trong nay do:
1. Sai 561Irong qua trlnh IIw Ihfjp diJ' lifu: sai s6t nay c6 the do
doi tuong nghien ciru khong tra 1m hoac ph6ng van vien
quen ph6ng van, hay co phong van nhung quen ghi ket qua.
2. Sai s6t do 1I"~pd,i' lifu: trong bang diu hoi hoan tat co clnra
dLI'lieu nay, nhung khi nh~p, nguoi nhfip del' Ii~u bo sot.
De phat hi~n cac khoang trO'ngnay chung ta chi can tlnh tong
theo cot (tinh kich thUGC Ih~I'CIe cua m511cho limg bien). UlY vi du
trong mot nghien cou mot m~lI co kich thuoc n = 200 va 20 bien, ky
hietl, lay vi du, tit XOI den X20. Sau khi nhap del' li~u va tinh kich
thiroc m~u cho cac bien, chung ta thay (} bien Xl2, Xie, va Xw c6 klch
thlroc mau thea thu t\r la 178, 186, va ] 98. Cac bien COn lai deu c6
kid, thuoc m~u iii 200. Nhir vaY, ba bien X'2, Xis, va X20 c6 0 trO'ng:
bien X" c6 22 0, bien X'S co 14 {> va bien X:!!)c6 hai o. De' hi~u chlnh
sai s6t nay chung ta din kiem tra lai bang diu h6i:
1. Neu bang eau hoi c6 50' do, nhung sai s6t trong qua trlnh
nh~p, chi din nh~p lai so do da c6.
Chuong 7.1)0 IU'iYng v~thu Ih~pdli lieu dinh luqng 271
2. Nell sai 561 do phong van vien quen phong van, each gial
quycl 111ph6ng van vien phai ph6ng van lai, Cach nay
lhlrong it kha thi. Cac thong thuong IIInell 0 trong cua bien
d6 it, chung ta loai cac tra lai d6 di (gicim kich thucre m~u)
ho~c lay trung binh: thay gia tri ella 0 trong b~ng trung binh
cua mot so hay ella tat cac tra lai con lai. Day la each lam
pho bien va SPSS cho phep ch(mg ta Hunviec nay rat nhanh,
Tuy nhien, cling din chu y IIItrong xu ly thong ke c6 nhieu
phuong phap de' xu ly cho cac du lieu khong hoan chinh
(incompleted data).
4.3.2. Tea lai khong hop I~

Tra loi khong hop l~ lil cac Ira loi co dCI' li~u kh6ng n~m trong thang
do dli thiet ke. De' phM hi~n cac tra loi khong hop I~chung ta chi c'iln
tlnh tan so thco cot. Vi du 6 bien XI; IiidU'lieu cho diu hoi sau va tra
I&i sau:
Xi" vui long cho biC't mire do dong y cun ban trong phat bieu "Tili rat
th lch Slh chua Yomost":
H"illI I/IIiII Phall Trutlg DOllg Hoi", loall
plllill dO; d{ii /lOa Y aong y

1 2 3 4 5
Sau khi tinh tan so thee cot (bien) XIs, Chung ta phat hien co hai
dong c6 so do theo thLftv la 7 va 33. Nlur v~y, hai tra loi nay khong
hop Ie vl thang do chi c6 so do tir 1 den 5.
Sai s6t eho tra loi khong hop Ie chu yeu la do nh~p du Ii~u.Khi
nh~p du lieu, nguCrinh~p dii nh~p nharn 56. Lay vi du 55 do thuc
272 Phuong phap nghicn elfU khoa hoc trong kinh doanh
trong bang d\u h6i c6 the Iii 3 nhimg I~i nhap vao 7. Cling co
the' Iii
do leli ella ngLl'o;nh~p: nh~p vao la 3 nhir dE!phim may tinh hai fan
nen dCr lieu bien thanh 33 (truong hop nay rat thuong xay raj, De
hieu chinh sai sot. chi can kie'm tra I~ bang cau h6i va nh$p lai cac ()
nily,
Omons 7. Do tuong va thu th(ip dr, li~udrnhluong 273
TOM TAT CHUONG 7
Chuong nay gi6i thi~u ve each thuc do IUOng trong khoa hoc xii
hOi. Do Iuong lit each Ihuc Slr dung car con so de di~n ta cac hi~n
nrong khoa hoc rna chung ta din nghien ciru.
Co bon cap do Ihang do chinh, do Iii cap (1) djnh danh, (2) thu
nr, (3) quang, va (4) ti I~. Thang do cap dinh danh Iii thang do Irong
do so do dung de' xep loai, n6 khong co y nghia \Ie luong. Thang do
cap thtr 1I,rla loai Ihang do trong d6 so do dung de' so sanh thtr h,r, n6
ding khong co y nghia ve IUQng.Thang do dip quang lit loai thang
do trong d6 so do dung de chi khoimg each nhung goc 0 khong cO
nghlu. Thang do cap ti I~ lil 10(,1ithang do trong do so do dung de do
do 16n, va goc 0 c6 y nghia.
Cap cua thang do dimg de bieu di&n dQ rnanh cua no, nghia III
ihang do c5p cao luon c6 nhfmg thuoc tinh cua thang do cap thap
han nhung nguoc l(,1ikhong d LLI1g. Nlur v~y, thang do dip dinh danh
IIIthang do 6 dIp thap nhat, tiel' thea la thu' tv', quang va tll~. Thong
do c5p thlr t~I'co tilt ca cac thuoc tinh cua thang do cap dinh danh,
thang do cap quiing eo tat ca cac thuoc tinh cua thang do cap thir t~r,
va thang do cap ti I~ c6 tat ca cac thuoc tinh ella cac cap thang do con
l(,1i.
Chuang nay cung gioi thi~u ve cong cu thu th~p dG Li~utrong
nghien ctru: being diu hoi. Co hai dang bang cau hoi chinh (1) bang
cau hoi chi tiet dung trong thu th~p dfr li~u trong nghien ciru djnh
lUQT\g,va (2) dim bai hirong d5n thao lu~ dung trong nghien ciru
dinh tinh. Qui trinh thiet ke bang diu h6i co the' duoc chia thanh him
buo~, (1) xac dinh CI,I the dfr li~u can thu th~p, (2) xac djnh dang
ph6ng van, (3) danh gia noi dung cau h6i, (4) xac dinh hlnh thuc tra
loi, (5) xac dinh each dlmg thu~t ngit, (6) xac djnh cau true bang cau
hoi, (7) xac djnh hinh thirc bang diu h6i, va (8) thll' ran 1 _. sll'a chua
~ ban nhap cuoi cUng.
274 Phutmg phap nghien cuu khoa hoc trong kinh doanh
Bang diu hoi SOLI khi phong van xong can phai duoc hi~ll chinh
cac sai s6t de' tang chat hrong cua chung. Cong vi~c hi~ll chinh dir
li~u duoc dLYQcthvc hi~n (1) tai hi~n tnrong va (2) tai trung tam, OCr
li~u sau khi thu th~p, nha nghien cuu can chuan bi dtf li~u, bao gam
each rna, thiet l{lp rna tr~n dl'r lieu va Hun sach dll lieu de slin sang
cho phan tlch.
Chuong 7. 00 luang VJ thu Ih~p d(r lieu (ljnh lu'c;mg 275
CAU H616NT~PvATHAoLu!NcmfaNG7
1. Phan bi~t bon 10;'; cap do thang do co ban sir dung trong nghien cuu
dinh IUQng vii cho vi du rninh hoa cho chung
2. Cho biel co so cua sV' khac nhau giLra thang do Likert va Ihang do doi
nghia (Ihang do ('~p nnh hr CIJ"C)
3. Cho biet 51,1 giong nhau va khac nhau gitra diu hoi dong va cau hoi rna?
Cho vi du minh hoa?
4. '11"\0 IU~11 UII nluroc die'm elsa ba phuong phap phong van: true di~n.
di~n Iho<}iva thu, va e-mail?
5, Ilay rho biel rnuc dlch cua hi~u chinh dfi li~u vii no; dung ella de buoc
hi~LIchinh?
6, Cho biEl'!chua'n b] dCr li~u c'1\n phai lam nhirng gl va muc dich <.:I'ltl
chung?
276 Phuong phap nghien elm khoa hoc trong kinh doanh
TAl LI~U DOC THEM CHlfONG 7
Schuman II & Presser S (1981), Questions and Answers ill Attitude SlIrveys,
London: Academic Press: Till Ii~u nay giOi thi~u chi tiet ve cac thiet ke
bang diu h6i,
Dunn-Rankin P (1983), Scaling Methods, Hillsdale NJ: Lawrence Erlbaum:

Tal Ii~u nay trinh bay chuyen sau, chi tiet va day d6 cac phuong phap
phan hang thang do,
Nunnally jC & Burnstein IH (1994), Psychometric Theory, 3"'ed, New York:

McCraw-llill: Day 111quye'" sach kinh dien ve Iy thuyet do hrong dinh
Im;111g,Sach trlnh bay day du hau nhu tat ca cac van de ve do h.rong ke'en
Iy thLlyet IRT (Item Response 'TI1COry) va danh gia do hrong. Trong an ban
J'5nthll' 3 nay, phucng phap danh gia do hrong b~ng phfin tich nhan to
kh~ng djnh C1;A(Cor,(jr'matory Factor Analysis) cung duoc dua vao.
Cheong 8. 00 IU\~)I\gkhai "i~m ngllien cuu 277
ClnfO'1lg 8
Do luong khai niem nghien ciru
Chuang nay giai thi~ude n9i dung:
1. Do IU'ong 'rang kierrr dinh Iy tltuyer khoa hoc
2. Kluii lIi~m IIglliell CUll vn thong do cluing
3. Tinh cllm clill do luung
4. Xtly (/(1'118tlrmlg rio chokhtii rrWm nghiin ahl
5. SII; Ifelt do do luang cling plflfcmg plltip

278 Plurong phap nghien ciru khoa hoc trong kinh doanh
Bm kf; cdi gi clulllg In cte C(lp dell, nei, cluhlg In co th€'do lirimg no VI)
vi€il III/ 110ballg cac COIr sfi /iJi cluing In llieu bilil it nlnell ve no.
N/urng khi chrlllg la dura Ihe biPu diell no bang cae con so; kierr 1M"
c,ia ciuillg In tie 110 ,m hlpr elre'vii kl'ii'in klllly21. Dfiy c6 Ihe'1t) khoi
diflll cria kierr 1/,((c kiron I,{JCIl/urtlg rm kilo khan de p/lI!t trii'n kho«
1r{JC' (Lord Kelvin).
1. Do luang trong kiem dinh Iy thuyet khoa hoc

Do luong dong vai Iro then chot trong nghien cuu khoa hoc thuc ti~n
(empirical research). No giup lien ket giCfa Iy thuyet va dCr lieu (vd,
Blalock ]982; Zeller & Carmines 1980). Nhv Oa trinh bay Irong
Chuong 1, Iy thuyct khoa hoc Iii mQt he thong bao gom cac khai ruem
nghien cuu lien ket voi nhau b!ng cac mdi quan he, goi 111gia thuyet.
KiII'm djnh Iy "huyet khoa hoc chinh Iii kie'm dinh cac g.ia thuyet nay.
Hay n6i each khac, co hien dien cac moi quan he do trong rhuc te hay
khong.
De kiem dinh moi qLLan he gil!'''' cac khai niem nghien cuu,
chung ICl elln phai do luang cluing. Nell khong do luong duoc die
khai niem rrong me hlnh Iy thuyet de ra thl chung ta kh6 e6 the' kie'm
dinh duoc me hinh Iy thuyet nay. Nhv v~y, gia tr] khoa hoc cua 19
thLlyet rot han chi)' nhir Kelvin eta neu. Vi I)' do nay chung ta, nha
nghien cuu khoa hoc din phai co nhtrng thang do de' t10'hrong cac
khai niem nghien ctru trong rno hinh Iy thLlyet cua mlnh.
Trong khoa hoc hanh vi noi chung va kinh doanh n6i rieng,
chung ta c6 ba each de c6 thang do. Th(r nhat la chung ta sir dung cac
thang do da c6 (do cac nha nghien roll xiiy dung). Hai la chung ta Slr
I Nguyen v3n tieng Anh, trlch liji tV 61010<:k

(19S2, 7): "I often say that when
you can measure what you are speaking about, and express it in numbers, you
know something about it; but when you cannot express it in numbers, your
knowledge is of a meager and unsatisfactory kind; it may be the beginning of
knowledge, but you have scarcely, in your thoughts, advanced to the slate of
Science, whatever the matter may be."
CI1U'cmg8. Do ILfcmg khni ni~m nghi~n cuu 279
dung thang do da c6 nhung di'ell chinh cho phu hop voi b5i canh
nghien ciru cua minh (th] tnrong nghien cuu. doi tirong nghien ciru,
vv). Thir ba la x1iy d1,fng thang do m61. Truong hop thu' nhat va thl'r
hai str dung khi nhCmg khai niem trong mo hinh Iy thuyet cua chung
ta la nhCmg khai niem da co, Tnrong hop thu ba phai lam khi chung
ta xiiy d\fl1g mot khai niem moi. Cung din chu y Iii bat ky truOng
hop nao chung ta cung phai kiem djnh d<)tin c~y va gia trj ella thang
do vi boi canh nghien CUll cua chung ta khong the' hoan roan giong
voi bOi canh cac nghien CUll da co, Trong khoa hoc xii hOi khong c6
dang nghien ciru I~p I~i 10"-,ikhangl.
2. Khai niem nghien CUll va thang do

£)0 IU'Ong 111nen t'<lng cua khoa hoc va nghien cuu khoa hoc, Do
luong Iii qua trlnh trong do "mOl khai niem nghien CU'l1 duoc ket noi
voi mot hay nhieu bien tiem an va cac bien tiem an nay dircc ket noi
(do luong) voi cdc bien quan sat" (Bollen 1989, 180).
Cac bien quan Silt ehinh Iii cac bien do luang vi vay trong giao
trinh nay bien quan sat va bien do IU'Ongduoc su dl,lng thay the cho
nhau. Cac bien do luong nay duoc slr dung he thong cac con '55 de'
bic'u th] cac mLI'(do ella khrii niem nghien cuu theo nhu'ng qui t~c da
xac djnh (xern I~i Chuong 7). £)e do IW)ng mot kha! nWm nghlen
cuu, chung til phai Stl'dung thang do, do IIIt~p hop cac bien quan sat
(observed variable, manisfest variable, indicator, item) c6 nhirng
thuoc tinh qui dinh de cung do IlfOng mot khai niem nao do.
Cac khai ni~m nghien ciru trong nganh khoa hoc xii hOi thuong
III cac bien ti"em an (latent variable), vi du nhtr thai dO ella khach
hitng doi voi thuong hi~u, d9ng co lam vi~c ctia nhfin vien, dinh
hu6ng hoe hoi cua doanh nghi~p, vv, Di nhien, chung ta cling co
• Xem J~IChuang 2 vi! cac d~ng nghien oro I~p lai (0, I, II va JU) vii nghien
cuu dang nguyen thuy.
280 Phll'O'ngphap nghien CUll khoa hoc trong kinh doanh
hang loat cac khai niem nghien cuu khong phai lit bien ti'em an
va chung ta c6 the' do luong true tiep chung nhu doanh thu, thu
nh~p, vv.
2.1. B~e cua kh<li ni~m

\Ie m~t do luong, khai niem nghien ciru cO the chia thanh hai dang
chinh: khai niem dan huang (unidimensional construct) hay con goi
Iii khai niem nhat (first-order construct), va khai Diem da huang
(multidimensional construct) hay con goi Iii khai niem b~c cao (high-
order construct), vi du nhir b~c hai, b~c ba, vv.
2.1.1. Khai ni~m b~c nhat

Khai niem b~c nhat lit khai niem co the dung mot t~p bien quan sat
(thang do) de do luong chung, nen no
con duoc gQi Iii khai niem dan
huong. IIlnh 8.1 minh hoa khai ruem don huang: Ky VQllg co hoi
WTO (Nguyen & Ng1.lyen 2011). CLing chu y lit theo thong Ie, bien
ti'em an diroc bieu di~n b~ng hinh rron (ho~c 0 van) va bien quan sat
duoc bieu di@nbiing hinh vuong (hay chfr nh~t).
Khai ni¢m Ky vQng co hOi WTO, duoc djnh nghia Iii "ky vQng
cua doanh nghieP ve IQ'iIch rna doanh nghiep nh~n OLfQ'C khi Viet
Narn la rhanh vien cua WTO. Ky vong nay dira vao sv khac biet giu'a
IQ'iidl (thu~n loi) va chi phi (kho khan) rna doanh nghiep cam nh~n
duoc doi v6i s~r ki¢n nay" (Nguyen & Nguyen 2011, 716).
Khai niem nay duoc xay dung la mot khai niem b~c nhat va
duoc do luong bang ba bien quan sat XI, Xz, va N.
X" Vi~t Nam gia nh~p WTO giup rong ty chimg tOi tim dUQc n1ueu thi
IruOng mOi)
Xl: Vi~1 Nam gia nh~p WTO giup cong ty chung toi tim kiem dU'(JC nhieu doi
lac kinh doanh rnai
Clurong 8. Dc IlrO'ngkhlii ni~m "shicn cou 281
x,: Nhin chung, Vi~l Nam gin nh~p WTO se giup cho vi~e kinh doanh cua
cong ly chung to, lhu~n 19i hon,
Hinh 8.1. Khai ni~m b~c nhilt: Ky vQng CCI h(li WTO
Bien tfem an Bien quan sat
2.1.2. Kluii ni~m b~c cao

Kheli ni~m b~c cao In khai ruem bao gom nhieu thanh phan
(components/dimensions). Chung ta khong the do luang khai niqm
nay b~ng mQI t~p bien quan sat rna phai do IUOng thong qua cac
thanh phfin cua no. Vi du khai ni~m Dinh huong thj truong (market
orientation; Narvcr & Slater 1990) bao gcm ba thanh pharr: Huong ve
khach hang (customer orientation), HUOng ve (15i thu canh tranh
(competitor orientation), va Phoi hop clurc nang (interfu nctional
coordination; Hinh 8.2).
De' do luong khai niem nay, chung ta phai do luong ba thanh
phan cua n6. M6i thanh phan duoc do luong bing mot t~p bien qua"
Silt (thang do). NhU' yay, thang do dinl: huang Ihi truimg bao gom mot
tap ba thang do: thang do huang VI? khtich 11I'l1Ig,thang do III(Ullg ve d6;
I/ui conh tranh va thang do plio; IIw chu-clIi1l1g.
282 PI1U'O'ngphap ngilien cUu khoa hoc trong kin" doanh
Hinh 8.2. Me hinh Ihang do b~c hai: Dinh hUcJng thi tnrong
Xl
X2
X3
X4
Ph5i hop
chuc nang
Thang do b~c cao c6 the' IIIthang do b~c hai, b~c ba, vv. Vi du,
thang do djnh hoong th] truong 111thang do b~c hai (second-order
construct) vi de do khai ni~m dinh huong thi truong chung ta phai
do 6 dIp thlr hai: cac thanh phdn cua no. Hay noi each khac, de' do
hrong khai ni~m djnh huong th] truOng chung ta phai do hrong cac
khai ni~m con (thanh phan cua no): huang ve khach hang, huang ve
doi thu canh tranh, va phoi hop chuc nang.
Thang do djnh I\lrong th] mreng: Thang do nay do Naver & Slater
(1990) x1iy dung: Nguyen & Barrett (2006a) va Nguyen & ctg (2006)
di'eu chinh khi Slt dung nghien ciru tai thi tnrong Vi~t Nam.
Chuong 8.1)0 Itri.mg khl'li niem nghien roll 283
Thanh phan IIIICJllg vI! killich hilllg

1. Cong Iy Ihuang xuyen theo doi va danh gia rrnrc do cam kel Cu. minh
trong vi~c Iho.I mnn nhu diu khach himg
2. Chicn Itl';'c kinh doanh cua cong ty dUQc dinh htrang thee muc tieu I~m
gla IJng gia Irj cho khAch hang
3. LQi Ih,;' c\lnh Iyanh cua cong ty d.,a Iren (0 sO hieu biel nhu c':iu cua
J...h.ichhang
4. M1,I( lieu kinh doanh cua cong ty dUQc dinh h.rong theo 51,1 thoa man
cU. khdch hlmg
5. Cong ry thllong xuyen do luimg rmrc ltv thoa man cua khach hang
6. Glng ty ehu y nhrou dC'ndich V1,l h~u ban hang
7. Cong ty phan ung nhanh nh~y vai nhu diu cua khach hang
8. ConS Iy nhanh chong dieu chinh san phii'm de dap u'ng nhu cau khach
hang.
Thanh phan 111I'rI1I8 v'¬ t'i6i 11r,; conh tranh

I. Doi ngO blln hnng (()ng ty chia xc thong tin vc doi thu c~nn rranh vb;
nhnll
2. nhanh nh,ly vol esc ho~1dong cua doi
CClI1gI)' phan (1'118 Ihi! (,1I1htranh,
3. BOIl 1.1nh<1,,0 cI(p cao cilng ty thtl'ong xuyen thao lu~n ve cac di"'m manh
vil yell ,il,I dili Ihu C(lnh trnnh
·1. MOi !.hi ph,1t hien dUQc co h\li Ihi lnrong cong Iy t~p trung xam nh~p
vilo n6
Thanh phiin PlIOi h!1P chirc II/fllg

I. Ban lanh dao cac bo chirc nang trollg cong ty thuang xuyen tham vieng
kh,ich hlll1g
2. Thong tin ve khiich hang luon duoc chung toi trao doi cho nhau
3. Cac bO ph~n chlre n~ng cOng ty lien ket va; nhau de thea man nhu cdu
cua Ihi truling rnuc til'u
·1 Ban 15nh dao cap can cOng I)' hi~u rO SI,I dong gop eua timg !hlmh vj~11
viln I;i:l Itl cUa !.Meh hang

284 Phuong phapnghien cuu khoa hoc trong kinh doanh
5. Cac b(l phanch,rc nAngding ty chia xe nguon I\rc voi nhau
VI du thang do ,,~; !roa tri tlll;c dua vao mang internet (internet-
based knowledge internalization; Nguyen & Barrett 2007) la thang
do b~e ba. Thang do nay bao gom ba thanh phan (b~c hail, do III "9;
!roa 1II0/lg tin (information internalization), tinh phil hop thollg till
(information relevance) va tiJlI d!lllg internet (internet utilization).
Tiep rue, lay vi du thanh phan tillh pilli hqp thong tin bao gom hal
thanh ph'lln (b~e 3): chflyen dO; thOng lin va SIr d!lllg thollg till (Hinh
8.3).
Thang do IlQi hoa tri thll'Cdtra vao mang internet

Thanh phan b~e hai: Tlnh 1'1111hop cria thong till (Hart & ctg 1994)
Su' d\mg Internet, cong ty cO the' thu th~p thong tin sau day ve th]
truong quoc tc (hay chu y vao mot thi truong cu the rna cong Iy dang
kinh doanh ho~c dang lap ke hoach kinh doanh):
Thanh phan b~c ba: Th/)lIg lill 1/;: thrll kllli thi Uri truimg
I. Nhil phftnphoi ti~m n~ng
2. Khach hbnS Hem n~ng
3. Nllil cling Hem n3ng
Thanh phan b~cba: 71101lgtill de diell chinh thi truimg

I. DO. thu canh tranh
2. so Ihich khach Mng
3. Qui mo Ihi ITOOng
4. Tiing Iruang Ihi tnrimg
5. Xu huOng gia ca
Chuong 8. Do I,,(mg kh!li ni~m nghien Clfu 285
Hinh 8.3. Khai nj~m b~c ba
Tan dung
internet
Tinhphuhop
thong tin
Su dung
thong tin
X2
Thanh phan b~cba: Thtillg till co ball tlr! IruulIg

I. Muc bien dOng cion tY gia hoi doai
2. Qui che'; luSt phap lien quan den vi~cxam nh~p thj truong
3. RilOcan xSm nh~p thj tnrOng
4. Chinh trj/xa hoi
5. Kinh te
6. H~ !'lingchuyen cho Mng h6a
286 Phttong phap nghien Cttu khoa hoc trong kinh doanh
Thanh ph'5n b~c hat: N6i 116atri tl,u'c

Thanh ph'!inb~c ba: CiIUY€'n d6'i 11.01IgtIll
1. Trong ding !y, hi) ph3n kinh doanh quoe te thuong xuyen so sanh thong
tin th] tnrang quoe te thu th~p tit Internet v6i thong tin tit cac nguon
khae
2. Trong cOng ty. hi) ph3n kinh doanh quoc te thtWng xuyen thao lu~n va
di~n gini thong lin thi troang quOc te Ihu Ih{i.p tit Internet de khan> pha y
nghla ron n6 phu VIJ vie.: ra quyet dinh kinh doanh quOc te
3. Trong eong ty, bO ph~n kinh doanh quoc te thtWng xuyen chia xe vOi
nhau Ihong tin ve Ihi trtWng quOc te thu th~p tit Internet
4. Trong cOng ty. bii ph~n kinh doanh quOc te thtWng xuyen rhao lu~n vOi
cac bO ph;)n ehue n~ng khae cO li~n quan VI? thong lin thj twang quOc te
thu Ih3p tit Internet
5. Trong cong ty, ban liinh dao c5'p cao thuong xuyen danh thai gian thilu
103n va; bii phfjn kinh doanh quoe Ie ve thong lin thi truong quo, te Ihu
Ih~p til' Internet
Thanh phon b~c ba: Slrri(mg I/lorrg tin (Diamantopoulos & Souchon 1999).
1. Voi cons Iy. ro guyet djnh ktnh doanh quoc te
dua vao th8ng lin Ihu
thSp tLI'Internet se tot han Iii chi du'a vao suy ItI~
2. Mlle d6 tin c~y cua quyet dinh kinh doanh quoc te cua cong ty duoc gla
t~"s nho vao thong tin thu th~p tiro Internet
3. M(rc l1(l khong ch&e ehlin trong hoat dong kinh doanh quo.: te cua ding
!y gi5m nhillu nno vao thong tin thu th~p lir Internet
4. VO; cong ty. thong tin thu thlip tit Internet thuang dung de c~p nh;'t kiil'n
thue vlf Ihi truong quoe Ii!
5. Thong tin thu th~p tit Internet dong vai Iro quan trong trong ra quyet
djnh kinh doanh quoc te cua cOng ty
Thanh phan b~c hai: Tljll d(mg llltcmet

1. Trung binh trong mQI tuan, cong Iy ton baa nhieu thOi sian de Slr dung
Internet tim kicm thong lin \'c th] truang quOc te, xem cae websites el,a
nhi! ph3n phoi. kMch hang va nhll rung tren thi truang quae Ii!'?
O"'OI1S 8. Do luong khlli ni~m nghie" c(ftl 287
2. Trung blnh trong mOt tuan, ding ty nh~n va gU; bao nhieu e-mail voi r,le
(a nhan,don vi c6 lien quan den cling vi~c kinh doanh quac te?
2.1.3. Thang do long qual

Trong nghien ciru, mot d(mg Ihang do thuong duoc dung dt!' do
luang cac khai ni~m nghien cou, thuong Iii cac khai ni~m b~c cao,
diroc gol Iii thang do tong quat (global measures). Thang do dang
tong quat bao gom cac dIU hoi mang tinh tong quat de do luang mot
kh<ii ni~m thay vi do IU'Q-ngnhUng thuQc tinh (\1 the hay cac thanh
philn chi tiet cia no. Thang do tong quat co mot so
uu diem nhu d~
tni loi, bang cau hoi se ng~n gon han so vo; thang do chi tie't. Tuy
nhien, nhuoc <.1ie'mella no III kern chinh xac han so voi thang do chi
tiel (Kumar & ctg 1993).
Thang do tong quat duoc stJ dung kha pho bien trong nghien
cuu, UlY vi du, Nguyen & ctg (2012) do luong khai niern tinh kien
djnh tTong hoc t~p (psychological hardiness in learning) baa gom ba
thanh ph'an, d6 IiI (1) cam ket (commitment), klem soar (control) va
Lhll thach (challenge) b~ng m()t lhang do tong quat bao gom 6 bien
quan sM:
Thang do tong quat: Tin" kie" din" Irong hoc ttJp
I. Khi con thi~lllii $3n sims lam vi~c c3t II,lCde dat dU'Q'Cmuc tithl hoc t$p
2. Khi g~pvon d" kh(\ khan trong hocI~p, toi lu6n co kha nang giai quycl
n6
3. Toi luun ki~'m so.it duqc nhiing kilo khan x<iyra vo; toi trong hoc tap
4 Toi luOn thieh thl' val nhlmg thach thuc trong hoc tiip
5 Toi luon c6 kh3 n.lng doi pho vol nhling kho khan khling luong het
trong hoc I~p
6. Nhin chung, khA nang chju dl,1l1gnhling ap II,lCtrong hoc t3p cua tiii rat
C30
288 Phuong phap nghien ecrukhoa hoc trung kinh doanh
2.2. Cac dang do Itrang khai niem nghien cuu

Cac khai niem nghien cuu duoc do luong thong qua hai rna hlnh do
luang chinh: mo hinh do IUOng (thang do) ket qua (reflective
measures) va mo hinh do luong (thang do) nguyen nhan (formative
measures).
MD hinh ket qua III rno hlnh do hrong rna trong do bien quan
sal dU'QC gia djnh 111 bien ket qua cua bien ti'em an (bien hem an III
bien nguyen nhan: bien ticm an tac dong rung chi'eu vao bien quan
sat; Hlnh 8.4). Trong khi d6, mo hinh dang nguyen nhan III mo hinh
do lu'ang trong d6 bien quan sat diroc gia dinh la bien nguyen nhan
tao nen bien liern an (bien tiem a'n III ket qua cua bien quan sat: bien
quan sat tac d¢ng, cung chieu ho~c nghich chfeu, vao bien tiem ani
Hinh 8.5),
Phuong rrlnh bie'u di@nmoi quan he giua bien quan sat va bien
ti'em an cho rno hinh thang do nguyen nhan va ket qua duoc bieu
di@nnhu sau:
Mo hinh nguyen nhfin:

"
<: = L>Z', X, +c5,
..I
M6 hlnh ket qua:
Trong mo hinh do ILfCtngnguyen nhan, 1ti Ii! trong so h'Oi qui

(regression weights) giira X va S; day lil tham sO gioii thich dong g6p
cua bien quan sat X, vao bien tiem an I;, o~ 111 sai so cua 1;. va m 111 so
luong bien quan sat cua thang do.
Chuong 8, Do tu'ang khili nicm nghit?n ciru 289
Hinh 8.4. Mo hinh thang do kel qua
Bien quan sat Xl, X2, X3 Bicnquan sat vt, Y2, Y3
Hinh 8.5. Mo hinh Ihang do nguyen nhan
Bien quan sal Xl, X2, X3 Bienquansat YI, Y2,Y3
Trong mo hinh do luang ket qua, A, Iii trong to (factor

sO nhan
loadings); no chinh Iii trong sO hoi qui giCraS va Xi va la tham so giai
thich dong gop cua bien ticm a'nvao bien quan sat (phan anh rrurc do
bien trem an I:, ghili thlch bao nhieu phuong sai cua bien quan sat) X,,
Hay noi each khac, ve m~t do luong, bien hem an I; dlli dion duoc
bao nhieu ph'an tram bien thien (phan bien thien nay chinh la .'i~) cua
bien quan sat (do luong) X,, vi:! 0, 111
sai so do luong cua bien quan
sat thir i.
290 PhLrong phap nghien Ct,U khoa hoc trong kinh doanh
Trong ma hlnh ket qua, cac bien quan sat phai co moi quan h~
ch~t che va cung chi~u vol nhau, the hi~n qua h~ so
luang quan
bien-tong (item-total correlation) trong phan rich dO tin c~y bfulg h~
so Cronbach alpha va trong so nhan to trong phan tich nhan to kharn
pha EFA (Exploratory Factor Analysis) duoc giOi thi~u trong
Chuong 10 va 11. Trong mo hlnh nguyen nhan, cac bien quan sat
khang co luang quan rnanh voi nhau vi neu chung co nrong quan
ch~t ehe vai nhau, hi~n nrong da cong tuyen (multicolinearity) se
xuat hian. Van de nay cung tuong n.r nhu trong phan tich hoi qui bi)i
(gioi thiau trong Chuong 13). Han nira, cac bien quan sat nay cung
co the' co moi quan h~ nghich chieu vrri nhau.
So voi me hlnh nguyen nhan, me hinh do Iuong ket qua phO'
bien hon. Tuy nhien. rat nhieu truong hop trong nghien CUll khoa
hoc hanh vi, nhieu ma hinh thang do chua su dung mot each phil
hO'P (thang do co the phu hop 6 dang me hinh nguyen nhan nhung
duoc xily dung 6 dang me hlnh ket qua va nguoc I~).
MOl vi du cho me hlnh nguyen nhfin Iii thang do vi tri ve kinh
te va xii hi)i cua mot cn nhan SES (SocioEconomic Status). Thang do
nay ducc rao thanh b6i trinh di) hoc van, thu nhap, nghe nghiep, vv.
Khi mot trong cac bien nay tang, SES se tang (ngay ca cac bien do
luong khac vfin khong thay dOi). NgLfQ'C lai, khi SES tang, khang nhaL
thiet 111tat ca cac bien quan sal deu lang thee. Vi~c chon Iva giita hai
mo hlnh, nguyen n1111nva ket qua phu thuoc vao co s6 Iy Ihuyet ve
moi quan h~ giCrabien quan sat va bien tfem an (vd, Diarnantopoulos
& Winklhofer 2001).
Mot diem hru y Iii trong mot rna hinh nghien oru (bieu di@n
moi quan h~ gifra cac khai niem nghien ciru), chung ta co the su dung
rna hinh do hrong han hop, trong do mot so khai niem duoc do
luang b~ng rna hinh do luang nguyen nhan va mot so khai Iuem co
the do luang b~ng me hinh do hrong ket qua (Hmh 8.6).
Chuong $, Do IlI'a"S kh:li ni~1TInghi"n ciru 291
Ciao trinh nay chi de C~p den mo hlnh ket qua, ChLI y them Iii
bien dQc I~p, thu'ong ky hi~lI la x va bien phu thuoc, thuong ky hi~u
Iii Y trong m6 hinh hoi qui. Tong quat hon, trong mo hinh diu true
SEM (Structural Equation Modeling), ky hi~u 111I; (bien trem an) va
cac bien do IU<mg(thang do) bien tfem an nay ky hieu III Xi, va bien
phu (bien trem an) ky hi~lI la 11va bien do Im'mg bien phu thuoc ky
hj~uIa Yi.
Hinh 8.6. Mo hlnh thang do h(jn hop: ket qua va nguyen nhan
Bi':;"quail sat XI. X2, X3 Bien qu an s6t Yl, Y2, Y3
3. Tinh chat ellil do luong

Cac do luong c6 nhu11g tinh chat cua n6 (Nunally & Bernstein 1994).
Hay n6i each khac, cac do luang phai thea man nhimg' tiell chi can
thiet de c6 the Slr dung trong nghien ciru khoa hoc, Ba tinh chat quan
trong cua mQI thang do 13 (1) hu'(mg (dimensionalilty), nghia 111
thang do don hoong (unidimensionality) hay da huang
(multidimensionality), (2) de}tin c~y (reliability), va gia tr] (validity)
cua no.
Cia trj ella mQt thang do noi len kha nang thang do d6 co do
IU<mg duoc nhimg gi chung 13 muon n6 do Ill<mg (Bagozzi 1994;
Bollen 1989; Carmines & Zeller 1979). Chung ta c6 nam loai gia trj
cua thang do (construct validity), d6 III (1) gia tri nQi dung (content
valitidy), (2) gia trj hQi tu (convergent validity), (3) gia tri phdn bi~t
292 Phuong phap nghien Cll'tl khoa h9C trong kinh doanh
(discriminant validity), (4) gia tr] lien h~ Iy thuyet (nomological

validity), va gia trj tieu chuen (criterion validity: vd, Bagozzi 1980;
DeVellis 2003; Steenkamp & van Trijp 199]).
Cia trj ella mot thang do mot khai ni~ va cac thanh phan cua
no d\lt yeu cau khi n6 thoa man duoc tat ca cac tinh chat Iren rung
vci tinh dan hl1<mg va do tin c~y (Bagozzi 1994; Steenkamp & van
Trijp 1991). Cung can chu y them Iii trong nghiiln ciru, chung ta din
phai danh gia cac tieu chi nay cua thang do tru6c khi dung n6 de
kiem dinh mo hlnh Iy thuyet va gia thuyet nghien CUu (Bagozzi 1980,
1994; Steenkamp & van Trijp 199]).
3.1. 1)0 tin c~y thang do

DO tin c~y cua mot thang do noi len tinh nhat quan cua do luong
(muc do
giong nhau cua ket qua) sau nhi'eu ran
I~p l;:ai(vd, Carmines
co
& Zeller 1979). Trong Iy thuyet do IUOng die'n, dO tin c~y Ihe hi~n
qua phuong sai cua so do thuc ella mot bien do luang (chung ta
khong biet dU'qc) chiem duoc bao nhieu phuong sai ella s6 do cluing
ra do diroc cua bien do IU'Crngnay (vd. Nunnally & Bernstein 1994;
Hattie '1985).N6 la ti so gifra phuong sal ella so
do thuc n (Var n) cua
bien do hrong Xi va phirong sai ella so do chung ta do IU'o-ngdvqc Xi
(Var Xi). C6 nhieu loai dQ tin c~y, Irong gtao trmh nay de e~p mQt
loai slt dung pho bien trong nghien cuu Iii tinh nhat quan noi tai
(internal consistency) Cronbach alpha (Cronbach 1951). Tlnh nhat
quan noi tili cua mot thang do phan anh rrurc dO dong nhat
(homogeneity) cua cac bien do luo-ng trong rung mot thang do. Chu
y 111dO tin c~y khac voi tinh don huong gim thi~u dum day. Chi tiet
ve tinh nhat quan noi t\li du(,'Yctrlnh bay chi tiet trong Chuang 10.
Chuang S. Do luong khlli ni~'" nghien Ctl'U 293
3.2. Cia tr] noi dung va tinh dan htt6-ng

Cia Iri n(li dung ella mot thang do la "dang gia tr] mang tinh dinh
tinh trong d6 noi dung cua mot khai niem duoc trmh bay r6 rang de
xac djnh dvoc thang do eo bao phu day du noi dung khai ni~m
khong" (Bollen J 989, 185). Han nira, rung can chu y la doi voi cac
khai ni~m da huang. dinh nghia cua no phai lam r6 cac thanh phan
cua khai ni~m va cac thanh phan cuoi cung phai la thanh phan dan
huong, Lay vi du, khtii ni~m b~e hai thl cac thanh phan b~e hai phai
la cac khai ni~m dan htrang. Mot khai niern b{icba thl cac thanh phan
b~c ba pha] la cac kha: niem don ht.r6ng.
Tinh dan IHrong ella mot thang do noi len t~p cac bien do
Itrlmg chi do h.rcmg cho mot bien tiem an rna thoi (vd, Hattie 1985).
Dieu nay e6 nghia 111mot bien quan sat chl dung de do luong mot
bien trem o'n (khai ni~m nghien ciru) duy nha't. OU tiet ve van de nay
to
se duoc trlnh bay trong phan phan tich nhfin kharn pha EFA.
3.3. Cia Irj hoi tv va gia tri phan bi~1

Hai dims gin tr] qLlan trong ella thang do la gia tr] hOi 11.1va gia tr]
phSn bii)t, Hal dang gia tr] nay cung thu·o-ng duoc got Iii gia tr] cua
khai niem nghien ell'1.IJ (Campbell & Fiske 1959). Gia trj hOi tv noi len
nurc do hoi tv cua mot thang do Slr dung de do hrong mot khai ni~m
sau nhieu Ian (I~p lai). Nghia la sau nhirng Ian I~p lai cac do co so
moi quan he ch~!che vai nhau, CI,Ithe la neu chung ta thirc hien do
luong mot khai ni~m qua hai I'an thi so do cua hai Jan do nay phai
luang quan d'~t chi! v6i nhau.
J Chu oj 6 d5y la, hien nay, gia Irj cia khai ni~m nghi&> cUu bao gom n3m
lo~i gi5 Irj dii neu. Tuy nhien. I(,e Oau khi Campbell & Fiske (1959) gi6i Ihi~u giii ITi
cU. khAi lIi~m ehi bao gom gia Iri hOi tv vii phiin bi~l, va hai 10<Ii gia ITjnay I. gi,~
Irj Iuon luon pMi danh gi;\ Irons cae nghien cUu. VI v~y, chung ding quen dtn;n:
gQi IiiS'3 Irj eua khni ni~m.
294 Phuong phap nghlen cuu khoa hoc trong kinh doanh
Chi tri phdn bi~t n6i len hai thang do IUOng hai khai niem khac
nhau phai khac bi~t nhau (vd, Bagozzj 1994). Di'eu nay co nghia 111hal
khai ni~m d6 IIIhai khai ni~ phfin bi~t, nghia 111h~ so nrong quan
cua hal khai niem nay phai khac voi don vi. Mot diem chung ta cling
can IlN y doi voi gia tr] phiin bi~t ve Iy thuyet va thuc ti~n.
Trong nganh khoa hoc xii hoi n6i chung va nganh kinh doanh
noi rieng, chung ta thuong giJp nhfrng khai ni~m ve m~t 1y thuyet III
nhung khai niem phan bi~t, nhvng ve m~t thuc ti~n tm
chung chi 1a
mot khai niC~1don huong (Bollen & Hoyle (1991). Lay vi du hai khai
ni~m 1a chi'eu cao va trong hrong cua con ngub1. ve
m~t Iy thuyet
dily IIIhai khai niem phan biet (khong ai c6 the noi r~g chieu cao va
trong luqng III mot khat niem). Tuy nhien, trong thuc ti&n,dueu cao
va trong IU'qng con ngU'(.rico nrong quan (1') voi nhau rat rnanh (1' ~ 1,
ve m~t kicm djnh thong ke; xem Chuong 11). Nghia Iii khi danh gi<l
giol tr] phan bi~t (kie'm djnh xem he so ruong quan r giu'a chung cO
khac 1 khong? nell r ~ 1, chung khong phan bi~t, va neu r "" 1, chung
IIIhai khai niem phan bi~t), hai khai niem nay khong dat yeu cEiLi ve
gia tr] phsn bie!. Nhu' v~y, ve m~t thuc ti~n, hai khai niem nay gop
chung lai thanh mol khai ni~m don huong,
3.4. Chi tr] lien he Iy thuyet va gicl tri tieu chuan

Mot dang gia trj khac ella thang do khai niem 111gicl tri lien h~ 1y
thuyet. Cia tr] nay noi len moi quan he ella khai niem vot cac khai
njem khac trong he Iy thuyet dang nghlen ciru (nomological net;
Campbell 1960; Cronbach & Meehl, 1955). Chi. tr] lien he Iy thuyet
xem xet mot khai ni~m la mot th1tnh phan clla mot Iy thuyet rong
hem (Bagozzi 1994). VI v~y, chUng ta kiem d~nh gia tri lien he Iy
thuyet cung v6i kiem djnh mo hinh 1y thuyet, nghIa 111xem xel mO'i
quan he ella n6 voi cae khai ni~m khac trong mo hlnh (Anderson &
Cerbing 1988; Steenkamp & van Trijp 1991).
Clurong 8, Do I uong khai ni~1l1ngllien eliu 295
Cuoi cling, chung ta dIn xem xet gift tr] tieu chum, Gill trj tieu
chua'n the hi~n rnuc do lien ket cua khai niem dang nghien ciru vai
mQt khai niem khac dong vai tro Iii bien tieu chufin de danh gia
(Bagozzi 1994; Bollen 1989), Co hai loal gia tri tieu chufin, do Iii gia tr]
tieu chua'n dong hanh (concurrent validity) va gia tri tieu chua'n d~r
bao (predictive validity),
Cia tr] tieu chuan dong hanh la gia tr] tieu chum trong do bien
tieu chuii'n Iii bien duoc do IUOng tai thai diein chung ta nghien ciru.
Gia Irj lieu chuan d~ baokhi bien tieu chuan la bien do luang trong
tu'ong lai. VI v~y, moi quan he gifra khai niem dang nghien cuu vai
bien tieu ehuifn 111moi quan he theo thOi gian. Khi danh gia gia trj
tieu chua'n, chung III ph<ii dlllg do luang bien tieu chuan cung mot
luc v()oikhai ni~m nghien cuu neu Iii gia trj dong hanh. Neu 111gia tr]
du' bao, chung ta phai do 1Lr<)ngbien tieu chuan trong nghien eu'll
thuc hien sau nghien cuu do ILI'ongkhai ni~m can nghien cuu,
Nhu v~y, chung ta khong Ihe danh gia gi,) tri du bao trong
elms mot khao sal (survey), MOl'dii~mdin chu }' la trong khoa hoc x1i
hQi, chung ta se g~p nhieu kho khiln khi danh gin gia IT! tieu chuan vi
rill kho xac djnh bien tieu chufin (Bollen 1989; Zeller & Carmines
'1980), Han nira, h~ so
gia tr] (vaLidity coefficients) luon thay ctoi khi
$ll' dung cac bien tieu chuS'n khac nhau. Noi each khac, h~ so gia tr]
khong nhirng phu thuQc vao sai so do luang khai niern dang nghien
cuu ma con phu thu<)c vao sai so do luang ella bien tiell chuan
(Bollen 1989),
4, Xiiy d~g thang do cho cac khai ni~m nghien cUu

Xiiy dung thang do la qua trinh thiet ke va danh gia m9t tap cac bien
quan s3t dung de' do ltrOng khai ni~m nghien ciru din do luong.
Churchill (1979) dua ra qui trinh xiiy dung thang do va duoc nhi'eu
nhi! nghiell cuu su dl.,mgde' xiiy dl,mg cae thang do trong nghien CU'll
cua mjnh, Qui Irlnh nay c6 cae buoc co ban sau (Hlnh 8,7):
296 Phuong phap "ghlen ciru khoa hoc trong kinh doanh
Hlnh 8.7. Qui trlnh Churchill

Ky IImiil ~(rdung
:: Xac djnh noi dung khai ni~m r- ~ Traum 19 thuyet

... Tea cUu 19 thuyet
...J Xay deng t~p bien quan sat ~ 1'-> Nghien cUu kinh
w- nghiem
I Thu th~pdii ti~u
w-
I Thao lu~nnhom ...
-l Danhgia so bo
w-
t:: ... Cronbach alpha/EFA
I Thu th~pdii'ti~u
'II
I
r
I Danh gia do tin c~y I___r--+ Cronbach alpha
...
1 Dilnh gia gic! tr] 1-.-> lv!TM1v1
-w
I Xay dung chufn I
1. Xac dinh noi dung khai nj~m dira vao ly thuyet,

2. Xay dung t~p bien quan sat (do luong) thong qua nghien
CU'LIkinh nghi~m, thao ILI~nnhom, vv,
3. Thu th~p drf li~u,
4. Danh gia sa bQ thang do bAng h~ so tin e~y Cronbach alpha
va phan rich nhan to kham pha EFA tren co sa dfr li@uthu
th~p 6 BU'oe3,
5. Tieprue thu th~pdfr Ii~u,
6. Danh gia dQ tin e~y cia thang do b~ng Cronbach alpha tren
ea s6 dtt Ii~u thu tha,p 6 BttOe5,
7. Danh gia ghi rr] cua thang do bAng plurong phap MTMM, va
Chuang 8. I)" lu''''''8 khlii ni~m nghicn cU'U 297
8. X5y dung chuan eho thang do.
Qui trinh Churchill rat holm chinh va phil hop de x5y dung va
kiem dinh thang do trong mot thoi gian dai. Tuy nhien, qui trinh nay
e6 nhuoc diem III phai su dung phuong phap MTMM (MultiTrait-
MultiMethod; da khai nicm-da phuong phap: Campbell & Fiske
1959), nghia 111phai thue hi~n nhi'eu nghien etnt voi phucmg phap
khac nhau. Nhu v~y se ton nhfeu thUi gian va chi phi.
Ngay nay. v6i su phat trien cua mo hinh SEM. chung ta co the
kie'm dinh gia tr] cua thang do dua vao mQt nghien ciru. Lay vi du,
Nguyen (2007) dva vao Churchill (1979) va Steenkamp & van Trijp
(1991) dua ra qui trlnh danh gia thang do sir dung ket hop phan tich
nhfin to kham pha EFA va kh~ng djnh CFA (Confirmatory Factor
Analysis) trong SEM (Hinh 8.8). Qui trlnh nay bao gom ba buoc salt
co ban, d6 lil (1) xay dung bien quan sat, (2) danh gia sa bQ thang do,
va (3) danh giD chlnh thirc thang do.
4.1. Xily dung t~p bie'n quan sat

De' x5y dung bien quan sat chung ta can phai xac dinh 1'0 rlmg noi
dung khai ni~m vi llQidung dong vai t1'Orat quan tn,mg cho moi khai
ni~m. NQi dung cua khai niern nghien ciru phan anh gia tr] IlOi dung
cua khai ni~m do. Neu khai niem can do luang la khai niern da
huang, chung ta din phai dinh nghia 1'0rang cac thanh phan cua no,
Day III eo s6 de danh gia gia tri nQi dung cua thang do. Trong cac
dang gia tr] etta thang do, gia tr] nQi dung IIIloai gia tq dinh tinh va
duoc danh gia bllng djnh rinh.
•
298 I'hu'ong phap nghiiln O:fU khoa hQC trong kinh doanh
Hinh 8,8, Qui trlnh xay dung vii danh gia thang do
Tra Iy thuyct ~
r- Thangdo Th110luan nhom
nhap dau--< Tha(llu~'n taydoi
N~ienc(1U
kin nghi~m I-
Thangdo nhap cuo I
••••• • t •••••• , .,............................... ••••••••••••••••••••••••
I•.• Tuong quanbien-tong
-e
NghiencUu DQlin~y
SO'bQ Cronbach alpha
djnh IUQng 1
EFA I..• TrongsOnhantoEFA
Phuong sai trich
I
,----- Thang do chinh thuc
.., . • ••••••••••••••• I ••••••••••••••••••••••••••••••••• , •••••••
NghicnCU\I ....J DQ tinc~y I". Tuang quanbien-tong

v
.:;s cliinh 1I1l1'C I'L----.t--=--___J Cronilach alpha
oS djnh luong
-a l_ __
EFA
-,- __ -'
I...Trongso nhiin to EFA
Plurongsaitrfch
:g
.", I
'ell I I
so
Trong nhSll t5 CFA
~
~
f)Q rl'ihllc~y tong h,oP .... ~ eFA
uong saftrlch
SEM I.. ·• Cia tri lien h~ Iy thuyet
Nguon: Nguyen (2007,373)
Ly thuyet III co 56 de' xac djnh n(li dung ella mQt khai ni~m. Lay
vi du, Sinkula & erg (1997) xlly dung khai ni~m djlliz }!m,ng }!pc lui;
(learning orientation) dua tren co 56 ella I}' thuyet hoc hoi t6 ehl ..e
(Huber 1991; March 1991; Argyris & Schon 1978) va djnh nghia djnh
huang hoc hoi Iii t~p giil tr] cua to clurc tao nen xu lurong eho cong ty
phat trien vii Slr dung tri thirc. Djnh huong hoc hoi Iii mQt khai niem
da huong bao gam ba thanh phan: cam ket hoc hoi (commitment to
learning), xu huong thoang (open midedness) chia xe tam nhin va
(shared vision) .
•
Chuong S. Do tll'/Yng khai ni~111nfihien cuu 2Y9
Narver & Slater (1990) x1iy d\ITIg khai niern dinh Illrang fhi
frui'mg (market orientation) d~ra vao Iy thuyet hanh vi to clurc va
dinh nghla djnh htr6ng th] truong Iii mot dang van hoa cong ty tao
nen hanh vi can thiet de phat trie'n va cung dIp gia tr] vuot trQi cho
khach hang. Djnh huang thi truong clmg la mQt khai niern da hoong
bao gum ba thanh phan: IIIWlIg tiC kJuich hang, Jllrcillgve
dO, tllli CC,lIIh
tranh, va phD; IWl1 ctic b(l p/1I111 chuc IIIIlIg.
ghien cuu kin], nghi~m thong qua trao d6i voi cac Mil
nghiell cuu co kinh nghi~m cung giup cho chung ta kiem tra nQi
dung cua cac bien quan sat: chung co baa phu nQi dung cua khai
niem khong? Sau khi xac djnh duoc cac bien quan sat, chung ta co
duoc thang do nhap dau (first draft). Tiep thea, chung ta co the'thvc
hi~n esc nghien CU1Jsa bQ dinh tinh, d~c bi~t Iii thao Iuan nhorn ho~c
thao lu~n lay doi voi doi tuong nghien cuu de xay dung cac bien
quan sat.
can chu Y lil eho du rlurc hi~n mot hay nlueu nghien cuu, buoc
quan trong 111can thuc hi~n voi doi nrong nghien eLI'Llvi chinh ho nl
nguoi 50 tre\ ICYicho nghio~n cuu cua minh chu khong phai cac chuyen
gia. II<1i la, thao 1uan nhorn veSi dOi tuong nghien cuu se tot han
trong xlly dung th,mg do so v6i thao 111~ntay doi vt e6 sv nrong t;k
giu'a doi tll'l,mg nghien cuu, Tuy nhien, khong phai luc nao chung ta
cung c6 the 111mdtl'Qc di'eu nay. Nhiell doi tuong nghien ciru, VI du
nhU'doi tUQ1'lgnghiell ceu IiI cac nha quan ]y, khong the d~ dang rnoi
ho tham gla thao lu~n nhom do ho b~n viec, khong co dong co tharn
gia, 10 ngi)i vI!canh tranh, vv (xem Ii,li Chuang 3).
MQt phuong phap nira cling thuong Slr dung IiI phuIYng philp
TST (Twenty Statement Test; Kuhn & Mcpartland 1954). Vai phuO'ng
philp nay, chung ta gi6i thi~u ve khai ni~m va de nghi ho ella 20 phat
bieu cO lien quan den khai ni~m nghien elm d6. Sau d6, chung ta se
sill1g loe nht1'l1gphat bieu phu hOp de do IU<mgkhai niem nghien
300 PhU'Ongphap nghiiln em. khoa hoc Irong kinh donnh
cU'U.Ket thuc khfiu nay, chung ta co duoc thang do nhap clloi cung
(final draft) de s~n sang cho khau danh gia sa bo.
4.2.Danh girl sa be}Ihang do

Sau khi c6 duoc thang do nhap cuoi cung, chung ta can danh gia do
tin c~y va gia Irj cua no. I'\hlr cia trlnh bay, khac voi gia tr] ni)i dung
duoc danh gia b3ng djnh tinh, cac gia tri con 19i va dQ tin c~y cua
thang do deu Iii gia tr] djnh hrong va ducc danh gia bfu1g phuong
phap dinh IUQ"ng.VI v~y, de danh gia so bo thang do, chung ta can
tlurc hi~n mot nghien cuu so bi) dinh luong (quantitative pilot
study).
Cong viec truoc lien, chung la din danh gia do tin c~y cua
thang do. Do tin c~y thuong dung nhat Iii tinh nhat quan IlQi tai
(internal consistency), n6i len moi quan h~ cua cac bien quan sat
trong dmg I11Qt thang do. Hay noi each khac, cac bien quan sat elms
do Il(ong m{>t khtii ni~m nghien ciru nE!I1 h~ so nrong tlLH"ln gifra
chung phai cao-. DO tin c~y thirong dung nhat do III h~ so Cronbach
alpha (trlnh bay chi tiet trong Chuong 10).
Sau khi kicl11 Ira Cronbach alpha, cong viec tiep thco lit Slf dung
phan rich nhfin to kham pha EFA de' danh gia so be>tinh don huong,
gin tr] hoi 1\1 va gia tr] phan bii;t cua thang 00. Can chu y Ii!.Cronbach
alpha phai ch.J'qcrhuc hi~n truGc de loai cac bien rae (garbage items)
truce khi thuc hien ph5n tich Ef A. Qui trlnh nay giup cluing ta tranh
duoc cac bien rae vi cac bien rae nay co the tao nen cac nh5n to gia
(artifical factors) khi phan tich EFA (Churchill 1979). Cac bien rae la
bien chung ta gia thuyet r3ng chung Ii!.bien do hrong khai ni~m
nhung thuc chat n6 khong co quan h~ gl voi cac bien do luang khac,
Vo tinh, cac bien nay gop chung lai trong EFA tao nen Man to gia vll
• Cling can chu y Iii diCu nay chi phil hop va; thang do kel qua.
Chuong 8. Do luang kh,,; nicm nghien ciru 301
chlmg ta khong co co 56 de giai thich no. Van de nay ducc thao IUQn
chi tiel hon trong Chuong 11.
4.3. Danh gia chinh Ihue thang do

Sau khi danh gia sa bi,)thang do va 10<)1cac bien khong dat yeu ciiu,
chung ta eo cac thang do chinh thirc cua cac khai ni~m nghien oru va
tien hanh kiem djnh chinh thtre thang do. De lam dieu nay, chung ta
phai thuc hi~n nghien UN chinh thuc, Chung ta goi la nghien ciru
chinh thuc vi du li~u thu th~p tho ngluen ciru nay khong chi dung
tho kiem djnh thang do ma con kiem dinh rno hlnh Iy thuyct va celt
giei thuyet de ra trong 1110 hinh.
VC kiem djnh lhang do, chung la co the tien hanh tiep t\IC sir
d\lI1g Cronbach alpha va phan tich n1111nto kham pha EFA. Neu thuc
hi~n danh gii~ nay se giup cho ChLlI1gta kie'm dinh bAng phfin rich
nhfin to khang djnh CFA d~ dang han. Tuy nhien, khong nhat thiet
phai lam nhu v~y va chung ta co the tien hanh dung CFA de' kiern
dinh thang do. CFA se cho chung ta kiem dinh duoc dQ tin c~y tong
hop, phuong sai trich, tinh don huang, gi<i tr] hoi tu va gia tr] phan
bi~t cua thang do. Phan tich 010 hinh SEM (xem xet moi quan h~ giu'a
cac khai ni~m trong 010 hlnh) cho phep chung ta kiem dinh gia tr]
lien h~ 1y thuyct. Nhu vQY,phuong phap CFA giup chung ta kiem
dinh duoc nhieu tieu chi danh gia gia tr] va dotin c~y ella thang do
han phuong phap EFA.
Tuy nhidn, cung can chu y la kh6ng phai chung ta luon luon c6
the' kiem djnh dUQCtat ca cac tieu chi va giil trj va di,) tin c~y cua
thang do trong mi,)t nghien ciru, Ciao trinh nay chi t~p trung vao
danh gia di,) tin c~y thang do bAng h~ so Cronbach alpha va gia trj
bAng phsn Hch nhan to
EFA (Cheong 10 va 11).
302 Phuong ph~p nghien ctru khoa hoc trong kinh doanh
4.4. MC)tso van de din chu y them ve thang do

Khi thiet ke va danh gill thang do, chung ta can chu y them mqt so
van desau;
1. Thang do cua mQt khai ni~m nghien ct'N baa gom mot t~p
bien quan sat. Tap bien nay thuc S1! la IDot m5u diroc chon
theo phucng phap chon m5u phan doan (khong theo xac
suat, xem I~i ChU'OTlg6) ru mot dam dong baa gom rat
nhi'eu bi(rn quan sat do IUOng khai ni~m nghiiln cuu do (ve
19 thuyet milu nay phai duoc chon thea xac suat mai dai
di~n eho dam dong nhung chung ta khong thuc hien duoc
dieu nay). Nghia la chung ta danh gici nrng bien quan sat de
dua vao thang do tren co 56 kha nang do luang cua no VI?
nQi dung cua khat ni~m chung ta muon do luong. Vi v~y,
mQt khai niem co the' co nhfeu thang do khac nhau. Tuy
nhien, nhCi'ng thang do nay co tuong quan eh~t che v&i
nhau.
2. Trang nghien ciru khoa hoe xii hQi n6i chung va nghien cuu
trong kinh doanh n6i rieng, sir khac biet ve van hoa, trinh
do phat trie'n kinh Ie, vv, giLt'a car mroc khac nhau, to
the'
gay ra S'\,I' khac biet trong do luOng. Lay vi du, Nguyen &
Nguyen (2012) nghien ctru thang do Chat luc;mg song trong
cong vi~c QWL (Quality of Work Life) tai Viet Nam cho thily
thang do nay bao gom 3 thanh phln (thoa man nhu cau ton
t<li, nhu diu la thanh vien trong cOng dong va nhu cau ve tri
thue), thay vi 7 thanh phan nhu trong thang do nguyen thuy
cua Sirgy & ctg (2001). Chung ta ciing e6 the tach fa ho~e
gQP lai (dieu chinh) cac kha! ni~m hi~n e6 de cho chUng phil
hop vcri ngii' canh nghien ctru. Vi du, thang do nang hrc
marketing cua nhan vien marketing bao gom 4 thanh phan:
Chuong R. Do ILr<mgkhtii niem nghien dru 303
tri lhue dao tao, tri Ihlfc quan h~, tri thue ben trong doanh
nghi~p, tri thirc ben ngoai doanh nghiep (san pham va th]
truong). Nguyen & Nguyen (2011d) clieu chinh khai ni~m
nay trong do Iri thuc ben trong doanh nghi~p va tri thirc ben
ngoai doanh nghiep the' hien tri thoc cua nhan vien VI!
doanh nghiep (organizational capital). Van oe quan trong
trong dicu chmh m{>tkhai niem hien co va !hang do cua no
hay 'Cay dung mQt khai ni~m va thang do moi Iii co sa dc'
lam viee nay: Iy thuyet, dft lieu, hay cci Iy !huyet va dil li~u
(xern I\!iChuong 3, 4 va 5).
3. Nguyen tilc trung I~p (principle of redundancy) duoc sir
dung trong do luong cua cac thang do ket qua de lam tang
tinh dong nhal (homogeneity), lam lang dQ tin e~y cua
thang do. Tuy nhien, can ChLI y neu thang 00 co cac bien do
lU'ang hoan 101111 giong nhau thi hien tuong du thua 5(1 xual
hi~n, gay kh6 khan trong thu th~p du' lieu va danh gia lhang
do.
4. Trung blnh va phuong sai cua cac bien quan sat cung III
nhll'l1g tieu chi din quan tam trong danh gi.i rhang do. Tho
nhat, trung b'1I1hcac bien quan sat din tien den trung binh
cua d ie'm do. Vi du thang do 7 diem thl trung binh ella cac
bien quan sat din tien den 3.5. Neu Irung binh cua bie'n tien
ve hai eve (vd, I hay 7) thl bien d6 kh6 co the do hrong tot
phan noi dung khrii ni~m n6 do luong. VI du, neu trung
binh ella do luong nay la 1.5 thl bien nay c6 khoang die'm
thlra (2-+7: du, khong co nhieu ghi trj duQ'c do trong khoang
nay) va c6 khoang die'm thieu (2~1: thieu, khong du de' do
luong gia trj can do hrong), Tuy nhien. ne'u cac bien quan sat
tien den gia tr] trung binh thl chua du de chung ta ket luan
VI se g~p truong hop doi h.rqng phong van e6 xu huong Ir~
loi a khoang trung binh. Nlur v~y, trung blnh cua bien nay
304 Plurong phap ngluen cUu khoa hoc trong kinh doanh
Ilion tien den trung blnh cua diem do nhirng khong co bien
lhien (bien thien fat nho, hau nhu 111h~ng 50). Vi v~y, die
bien quan sat can co bien thien nrong doi cao (xern, vd,
DeVellis 2003).
5. Sai l~ch trong do hlimg do phurrng phap

Trong nghien cifll Slr dung dfr li~u dang khao sat, chung ta thvong
g~p nhiing sai ledl trong do luang khai niem nghien ciru neu chung
ta dung cung phuong phap, thuong duoc goi Iii bie'n thien do
phucng phap (su dung cung mot phuong phap do hrong), goi t~t Iii
CMV (Common Method Variance). CMV se lam thay doi gia tao
(lang ho~c giam) moi quan he th~t giil'a cac khai niem nghien cuu, vi
v~y. ket qua nghien cuu bi sai I~ch, got III chech do plurong phap
CMS (Common Method Bias).
Trong do luong chung ta b] hai loai sai so, do la sai so h~ U15ng
(systematic errors) va sal so ng~u nhien (random errol's). Sal so h~
thong Iii saiso co djnh hay bien thien theo qui lu~t chong ta biet
duoc trong qua trlnh rrong do Iuong. Sal so ng§.1.1nhien IIIcac sai s5
xuat hi~n mang tlnh ngilu nhien (chung ta khong biet duoc qui lu~t
xuat hien cua chung). Chi tiet ve van de nay dieoc trinh bay trong
Chuong 10.
Sai so hI: thong va ng~u nhien deu lam cho do IU'Ongcac khai
nil:m nghien c&u cua chung ta thieu chinh xac, va lir do, ket qua
nghien ciru sil b] chech. Sai so h~ thong lam cho van de nay nghiem
trong hon vi chung c6 the Iii tao nen mot giiU thich thay the cho moi
quan he gifra cac khai niem nghien oru khac (dc)c I~p) v6i ole moi
quan h~ chung ta da gia thuyet (podsakoff & ctg 2003). Nguon chinh
gay ra sai so he thong III van de Slr dung dmg phuong phap do
luang trong do luimg cac khai ni~m nghien ciru. Nghien clru cua
Cote & Buckley (1987) cho thay CMY xuat hien cao nhat (J cac nghien
Chuong B. Do lu'<'mgkh6i nicm nghien cuu 305
cuu trong nganh giao due (30.5%) va thap nhat trong nganh
marketing (15.8'J{,),
5.1. Cac dang sai I~ch do phuong phap

Sai I~ch do phoong phap CMV lit mot dang sai sO'he thong do chung
ta su dung dmg m{>t phuong phap trong do IUOng cac khai ni~m
nghien cuu (chlr khong phai do ban than cac thang do luang khai
niem nghien elm do, vd, thang do khang dat gia tr] noi dung, bien do
Itrong kh6ng ra rang gay hie'u nham, vv). Sai lech CMV xuat hien do
nhieu nguyen nhan (vd, Podsakoff & ctg 2003; Bagozzi & Yi 1990).
Mot so nguyen nhan chinh sau day:
1. I-lieu ung halo (halo effects) lil hi~u ung do ngtroi tra lui
(doi ILI'(;mg phong van) danh gia tot (hay xau) ve mQt thuoc
Ilnh, tinh each, VV, nao do cua mQt doi nrong danh gia, dan
den viec danh giit t5t (hay xil'u) ve nhimg thuoc tlnh, tinh
each khac cua doi ll.l'Q'ng do. Vi du khi chung ta danh gia
cha't luong mot 1l1U'CY11ghieu ella mot doanh nghiep, thuong
hi~lI nay co chilt ILI'<mgt6t, chung ta co xu huong danh gia
chat lvong cac tlurong hi~u khac cua doanh nghi~p nay
cung tot. VI v~y, nell chung ta do IUOng chat tuong cua
nhi'ell tlurong hieu cua mot doanh nghiep trong clIng mot
bang cau hoi do cung mQt nguai tra Ioi tai cung mot thoi
die'm, CMV se xLlat hi~n,
2. Tinh si di~n ella nguOi tra Uri (social desirability bias) noi
len khuynh huang cua nguOi tra loi kh6ng muon tach roi
khoi xu hu&ng phat trien hay chuan rmrc hi~n tai cua xii hOi.
Vi du, khi chung ta nghien elru ve trach nhiem xii hOi cua
doanh nghiep, elk doanh nghiep khong muon tach roi
doanh nghi~p cua mlnh ra khoi xu htr6ng chung cua xii hOi
Iii doanh nghiep phai co trach nhiem voi xii hOi. Nhir v~y,
306 Phuong phap nghien elm khoa h9Ctrong kinh doanh
chung ta rat kh6 do luong diroc rnfii quan h~ gitta cac khai
ni~m din nghien ciru.
3. Xu huang dong y (acquiescence; yea, nay saying) the hi~n
qua vi~c doi urong phcing van co xu huong dong y
(agreement tendency) nhir nhau doi vci cac bien do luang
cac khal ni~m nghien ciru. Lay VIdu khi chung ta phcing van
nguoi nell dung b~ng each hoi rrurc di? dong 'I ala ho cho
mQt t~p bien do luang gorn 10 phat bie'u (thang do dang
Likert, 5 dic'rn). Khi ho doc phar bi/Iu dau tien (bien do
luang dau tien), ho tra loi Iii 4, khi doc cac phat bieu tiep
theo ho thuong khang chu y nhi'eu den ni?i dung ala chUng
nll'3 va c6 XLI huong tra loi tuong tV' MLf v~y (4 diem). Hi~n
urong nay, nell xuat hi~n, se Iii tang gia tao di? tin e~y cua
thang do va moi quan h~ giLI'3 cac khai niem nghien Clru.
5.2. Bi~n phap khac phuc CMV

CMV 111 hi~n lU'Qng k116tranh khoi trong nghien ciru SLf dung du' li~LI
dang khao sat, di)c bi~t khi Stl' dung cbc thang do d10 dien1 (rating
scales) nhu Likert. Osgood, vv . MQt so Mil nghien ciru eho r~ng
CMV khong 1r'5m trong (lam sai tech ket qua nghien ciru dfin den
Mu'ng ket lu~n khong phil hQP) nhu chung ta vi\n nrong (vd,
Crampton & Wagner 1994; Lindell & Whitney 2001; Spector 2006).
Tuy nhien, nhiCli nha nghien CUll cho r~g CMV th~t su lam chech
ket qua nghien CUll (vd, Chang & ctg 2010; Podsakoff 2003; \A/illiams
& erg 1989). Vi v~y, cac nha nghien clru dii tim each kh~c phuc chung
(vd, Bagozzi & Vi 1990;jo 2000; Johnson & ctg 2011; Kline & ctg 2002;
Malhotra & ctg 2006; Podsakoff & ctg 2003).
C6 nhi'ell bi~n phap kh3c phuc sai l~ch CMV, chung ta co the'
chia thanh hai nhorn: (1) khAc phuc trong thiet ke nghien clru va (2)
a
kiern soar chung trong xu 1'1dll' li~u. day, chUng ta t~p trung vao
van de thiet ke nghien cuu (phuong phap do lucng cac khai ni~m
Chuong a. Do IU'(mllkl1111ni~m nghlen cuu 307
nghicn cLI1.I).De siam Lhieu CMV, trong thiet ke nghien ciru, chung
ta co the' slr dung mot biGn phap salt day:
1. Thny deli hillit tlurc IImllg do: Chung ta nen thiel ke nhi'eu dang
Ira loi khac nhau va so diem do luong khac nhau cho cac do
tuong cac khai ni~m khac nhau, VI du, de do luong khai
ni~m A, chung ta dung thang do Likert 7 diem; do IUOng
khai ni~m B chung ta dung thang do Osgood 5 diem (thang
do doi nghia), vv; d~c bier la khac nhau gilta bien (khai
ni¢m) doc I~p va phu thuoc.
2. Thny d61 IIlai girlll f1hcill.~Vml: Chung ta c6 the do luong bien
doc I~p va bien phu t()i nhll'l1g thoi diem khac nhau. Lay vi
du, chung La do luong bien d9C lap tnroc, Sau d6 mOt thoi
gian (vd, 1 ttlan), chung ta tifn hanh do luong bien ph",
thuQc (hen voi doi urong phong van de den hoi tiep ho),
3. Tlrlly rlolillii 1II'Irng plrclIIg llfih vii IIS1.tOIldii- li~u: Chung ta co
thc'thay doi doi t u'Ql1gphong van eho cac thang do, dac bi~t
la cho thang do bien phu thuoc va bien dOc I~p. Vi du, neu
chung ta nghicn CLl'Uve tac dQng cua dinh Iurong th] t!'L1ong
vao kC't qua kinh doanh cua doanh nghiep, chong ta eo the
do Itrong djnh huong th] truong nr ban giam doc nhung do
luong ke! qLl~ kinh doanh nr nguon bao GIO tili chanh, th]
trirong h1111gnarn ella doanh nghiep. Nell chung ta muon
I1ghicn cuu tac dQl1g cua phong each liinh dao ket qua cong
vi~c cua nhfin vien, chung fa c6 the do lirong phong each
lanh dao ttT I1han vien va do lu<mg ket qua ding vi~e cua
nhan vien b~ng each phong van lanh dao ella ho, vv.
4. Tlmy dol tlur 'It ctic bifi, do iuimg: Chung ta cO the' thay d6i
th':' tv ella cac bien do luong trong bang diu hoi. Thay vi
xep chung theo thtr f\r cua cac khai niern ngluen cuu, chung
ta xitp I1g&u nhlen cac bien do luong nay. Vi du, ChLlI1gta
can do IU'Cmg5 bien (khat niem nghien cuu). Mai khai niem
duoc do lu'emgb~ng 4 bien quan sat. Nhu v~y, chung ta c6
tong cong 20 bien quan sat. Chung ta khong nen xep thu h,I',
vd, 5 bien <fau tien 00 hrong khai niern thlr nhat, 5 bien tiep
thea do IUCmgkhai ni~m thlr hai, VV, rna s~p xep ng~u nhien
20 bien quan sat nay trong bang cau hoi.
5. Sir dWl8 bitll "ghiell (reverse-worded items): Phuong phap su
dung bien nghjch oa duec sir dung pho bien trong nghien
oru va vin con tiep tI,IC den ngay nay. Phuong phap nay
duoc thuc hien thong qua vi~c dao nghich mot sobien quan
sat trong thang do. Lay vi du, thang do thanh phan Plro; Iwp
chl're 111'1118 trong khai ni~m Dinh inrang thi truong sau day bao
gem 5 bien qUOIn sat, chung ta su' dung bien thti nhat, bien
thu' ba va thu' tir Iii bien tJ1Uallva bien thir hai va th(r nam Iii
bien nghjch nlursau:
1. Ban 15'1hdQOcac bv chuc n~ng trong cong ty thuong' xuyen tham vieng
khilch hl111!;(bie'n thu;m)
2. Chung IOi lhlrang khong rrao doi eho nhau nhtmg lhong lin ,," khach
hilng (bien nghich)
3. Coe be)pMn chec l1~ngcong ty lien kct v&i rrhau dil" th6a man nhu ciIU
cua th] truong muc tieu (biC'nthu~nJ
<t. Bon 13nh d~o cap cao .:oog ty hieu ro w d6ng g6p cia lltng thanh vicn
vao gia trj cua khach hang (bien thuan)
5. Cac bQ ph~n eh,tc nang cong ty thtrIYng khong chia xe nguon ",Ie v6i
I1hau (bIen nshieh)
VI v~y, sau khi thu lh~p dfr li~u chung ta can chu 'I de'dao
nghich gia Irj ella cac bien do luemg nay, vd, neu thang do
Likert 7 (Iiem (1: holm 101mphan deli, 7: hom toan deng 'I),
thi bien thir hai va bien thu 5 chung ta phai dao lai gia tri khi
Chuong 8. Do Icrong khni ni~m nghien cuu 309
nh~p dtr li~u: 1 thanh 7, 2 thanh 6, vv. Tuy nhien viec di-mg
thang do nghieh de' tranh xu hirong dong y d~ gay sai l~d1
do mOl so nguoi trli loi khong chu y (ho v5n nghi Iii cac cau
v5n 0 dang thuan). Nhu v~y, cung mot do Ill'<mgnhung Ira
loi ella nguOi chu y (phan bi~t ducc bien nghich) va nguoi
khong chu y (khong phan bi~t bien nghich) doi nghich nhau.
Vi Yay, sir dung bien nghich la viee lam Ioi bat c~p hai, nen
tranh sir d ...ng (vd, Sehriesheim & ctg 1991).
Cung can chu y III nhfmg bi~n phap tren day, co nhirng bi~n
phap chung ta co the thuc hi~n d&dang (vd, thay doi thir t1,l", Ihay doi
hinh tlurc tra lei), nhung cung c6 nhfrng bien phap khong phai Ilk
nao chung ta cung co the' thirc hiqn (vd, thay dol thOi glan phong
van, thay doi nguon du' Ii~u). Vi v~y, nhirng ky thu~t Irong thiet ke
thang do (vd, cau hoi phai gon va ro nghia, thuc hi~n cac nghien cuu
so b{>djnh tinh va djnh luong) cUng ean
thirc hien nghiern ng~t de
giam thieu sal so h~ thong trong do hrong.
3JO Plurong phap nghien ecrukhoa hoc trong kinh doanh
T6M TAT CHUONG 8
Chuang 8 nay gi&i Ihi~u phuong phap do IUUng cac khai niern
nghien oru. Do lueng giup lien ket gifra Iy thuyet va dfr li~u, trong
d6 me)l khai ni~m nghien elru duoc ket noi voi me)t hay nhi'eu bien
hem ii'n va cac bien tiem an nay duoc kel noi (do hrong) v6i cac bien
quan sal. Trong khoa hoc hanh vi, chung ta co ba each de' co thang do
(1) Slr dung cac Ihang do da co, (2) sir dung thang do aii c6 nhung
dieu chmh eho phil hop vai boi canh nghien ctru ella mlnh, va (3) xay
dung thang do moi.
Cac khei ni~m nghien ciru trong nganh khoa hoc xii hQi thuong
lit de bien liem 5'n, De do luang cac bien nay chung ta thurmg dung
me)l l~p bien quan sat hay bien de luong. Tap bien quan sat de do
luong mQt khrii ni¢m nghien cuu duoc got lil thang do. 'Ie m~t do
!trimg. kha i ni¢m nghien ciru e6 the' chia thanh hai dang chinh: (1)
khai ni~m b~c nhat hay don hu'cmg va (2) khai niern b~c cao hay cia
huong,
Cac khdi ni¢m nghien CLfU duoc do luang thong qua hai mo
hlnh do luong (1) ket qua va (2) nguyen nhfin. 1\16hlnh ket qua Iii m6
hlnh do luong rna trong do bien quan Silt duoc gia dinh la bien ket
qua cua bien liem a'n. M6 h\nh d"mg nguyen nhfin Iii mo hlnh do
luong irong d6 bien quan sat duge gia dinh lil bien nguyen nhfin tao
nen bien tiem a'n.
Ba rinh chat qllan trong ella me)t thang do lit (1) tinh dan huang,
(2) de) tin e~y, va (3) gia tr], Tinh don htt6ng ella mot thang do n6i len
t~p cac bien do luung chi do luong cho me)t bien hem an rna th6i.
Dleu nay co nghia Iii mot bien quan sat chi dung de do luong me)t
bien tiem S'n duy nha!. Do tin e~y cua mot thang de noi len tinh nhat
quan ella do luang sal! nhi'eu Ian I~p lai. Co nhieu loai de) tin e~y.
ChLfOJ1!\8, Do tuong khili lIi~m nghien cuu 311
m~I' 10(1iSll'dung pho bien trong nghien ciru la tinh nhat quan noj tai
Cronbach alpha, phan anh rrurc dO dong nhat cua cac bien do luong
trong cung mQt thang do,
Cia trj cua mot thang do noi len kha nang thang do do c6 do
luong duoc nhemg gi cluing ta muon n6 do luang, C6 narn loai gia
tri la (I) noi dung, (2) hOi 1\1. (3) phan biet, (4) lien he Iy thuyet. va (5)
gici trj lieu chuffn. Thang do mot khai niem va cac thanh phan cua n6
dat yeu cau khi thoa man duoc tat eli cac tinh chat tren cung vo; tinh
dan huong va do lin c~y,
Cia trj noi dung cua mot thang do la dang gia rr] mang tinh
dinh linh Irong d6 noi dung cua mot khai niem duoc trinh bay ro
rang de' xac dinh diroc thang do co bao phu day du noi dung khai
niem khong, Tlnh dan hu'ong ella mot thang do noi len t~p cac bien
do luong chi do hrong cho mQt bien tiem an ma thoi. Cia tr] hoi tu
noi len I11t'!c do hOi t~1cua mot thang do do luong mot khill niem sau
Ilhieu Ian (I~p lai). Cia tri phan bi~l n6i len hai thang do luong hal
khai ni~m khric nhau phal khac biet nhau. Cia trl Ii(~nhe Ii' thuyet noi
len mol qunn h~ cua mQt khai ni~m voi cac khai niern khac trong he
I), thuyel nghien cuu dang ngluen ciru, Cia tri tieu chuan the' hien
mire do lien ket cua khai niem dang nghien CUll voi mQt khrii niem
khac d6ng vai Iro lit tieu chufin de' danh gia.
Xay dung thang do 111qua trlnh thiet ke va danh gi<~mot t~p cac
bien quan sat dung de do ILrang khai niern nghien cU'U dIn do Itl'ang,
qui trlnh bao gom cac buoc, (1) xac djnh noi dung khai ni~m dua vao
Iy thuyet, (2) xlly dung t~p bien quan sat (do lU'ang) thong qua
nghien CUll kinh nghi~m. thao lu~n nhorn, (3) thu th~p dli li~u, (4)
danh gia so bQ thang do bllng h~ so tin c~y Cronbach alpha va phan
tich nhan 1'0 kharn pha EFA tren co s6 dir li~u thu th~p 6 Suoc 3, (5)
tiep t~ICthu th~p dli Ii~u, (6) danh gia do tin ~y ctHI thang do bing
Cronbaeh alpha tren co sa dli li~u thu th~p 6 Bu'ac 5, (7) danh gia gici
312 Phuong phap nghien ct'tI khoa hoc trong kinh doanh
tr] ella thang do b3ng phuong phap MTMM, va (8) xay dung chua"n
cho thang do.
V6i S~I phat tricn cua mo hlnh cau true tuyen tinh SEM, qui
trinh xfly dung va danh gia thang do se dan gian han, bao gom (1)
xiiy dung bien quan sat: thang do nhap dau va ClIoi, (2) danh gia sa
bQ: thang do chinh thirc, va (3) danh gia chlnh thirc: khling dinh dQ
tin c~y va gia trj ella thang do.
Cuoi cung, chuang nay gi&i thi~u sai I~ch trong do luang do
bien lhien khi sir dung cung phuong phap CMV. CMV se lam thay
doi gia 1i10(lling ho~c giam) moi quan h~ th~t gifra cac khai niem
nghil!n c(ru, vl v~y, ket qua nghien cuu bi sai lech. Sai leeh do
he
phirong phap CMV 13mot dang SOli so thong do cluing ta sir dung
cung mot phuong phap trong do luang cac khai niem nghien ctru.
Mot so nguyen nhan chinh sau day gay ra CMV 1a (1) hieu lIng halo,
(2) rinh si dien ella nguOi tra lei, va (3) xu huang dong )' cua doi
rucng ph6ng van.
E)e khik phuc CMV chung ta co the SLI' dung mQ! so bi~n phap
ve thiet kc nghien clru nhtr (1) thay doi hinh thuc thang do, (2) thay
doi thai gian ph6ng van, (3) thay doi t10i 1'UQ'ngph6ng van va nguon
dli' lieu, va (4) thay doi tht! tl,f cac bien do hrong.
Chuang 8. Do Ilrerng khai nicm nghien cou 313
CAU .H6I ON TA.PvA THAo LU!N CHUaNG 8
1. Cho biet the nao la mot thang do va the nao IIIdIp do thang do?
2. Cho biet do luong mot khai ni~m nghien ciru thlle ehilt Iii lam gi? Cho
vi d\1 minh hoa?
3. Cho biel c6 bao nhieu dang thang do? Cho vi du minh hoa?
4. Co may dang mo hinh do IU'o-ng?Cho biet s~rgiong nhau va khac nhau

giiia chung va cho vi du minh hoa?
5. Cho bie! khi danh gia thang do lu'ong mOl khai ni~m nghien ClIUdin
phil; danh gin nhirng gl? Cho biel d~c diem cua cac lieu chi danh gia
d6? Cho vi du minh 11I,)a?
6. Hay chon mot bai bao khoa hOC trong do co Slf dung khai niern don
huong va cho biet each thtrc lac giil do luong va danh gia thang do?
7. Hay chon mot blli bao khoa hoc tTong do co SU'dung khai niern da
hueng va cho biet each rhirc h1c giil do ItrOng va danh gili thang do?
8. J lily chon mot khai ni~m nghien clru don hUOng, thuc t~p xiiy dt,tng va
danh gia thang do do?
9. J lay chon mot khai ni~m nghien ruu da huong, thirc t~p xlly dung via
danh gia Ihang do do?
10. The nao Iii sai sO he Ihong va sai so ngSu nhien? Sai l¢ch do CMV Iii
dang sai so he thong hay ngilu nhidn? VI sao?
314 Plurong phap nghien cth, khoa hoc trong kinh doanh
11. Hay cho biel the nao Iii sai I~ch do sir dung cung phuong phap? Hay
chon ba thnng do luong ba khai ni~m nghien ciru dii c6 va thiet ke
bt\ng dIu h6i the' hien duoc each thuc kh3c phuc han che CMV b3ng
thiet ke,
Chuong 8. Do IlI'bng kh6i ni¢m nghien ciru 315
TAl LI~U DQC THEM CHU'ONG 8
DeVellis RF (2003), Seal,' Deuelopment: Tlteory and Applications, 2""ed,

Newbury Park CA: Sage: Quyen sach trinh bay rat co dong va d~ hieu VI!
phuong phap xay do.rng va danh thang do eho khai ni~m nghien ctru.
Trang :In ban ian Ihu hai, lac gia dii dua vao phuong phap philn tich nhan
to khang djnh CFA de danh giil thang do. Oay Iii mQt tai lieu can thiet eho
cac nha lam nghien cuu dinh lu<;mg.
Nunnally JC & Bernstein Iii (1994), Psychometric TI,wry, 3'ded, New York:
McGrow-llill: 05)' Iii q\lye'n srich kinh dien ve ly thuyet do hrong djnh
Itn;mg.Sach trinh bily day du hau nhu lal ca cac van de ve do luang kC'ca
Iy lhllyet IRT (Irem Response Theory) va danh gia do hrong. Trang an ban
1'511 111(,3 noy, phuong pluip danh gi<l (10 tuong b~ng phan tich nhan to
kh~ng djnh CFA (Confirmatory Factor Analysis) (ilng duoc dun vao.
Blalock 11M (1982), COllcqJ/llnliznliOIlml.t lllkilsuremelli ill the Social Sciences,

Beverly l lills CA: Sage: Toi li~u chuyen khao trmh bay co sa Iy thuyet VI!
do Itrbng t'rong khoa hoc x5 hOi. Day 111mQt trong nhiing tili li~u d,n Lhiet
cho Cilc ban muonI'~m vlmg nen lang cua Iy thuye! ve khoa hoc xa hOi.
Chuong 9. Thi)ng k~ trong kiem dinh Jy thuyet khoa hoc 317
C/IU'(Tng 9
Thong ke dung trong

kiem dinh It thuyet khoa hoc
Chuong nay gi6'i thi~u cac nQi dung:
7. T6m fdf t/r(~hgk~cho mflll
2. Kyv{mg
3. Bia" cilllli'll trung bill!' vii clllIan hoa
4. Qllan flf gifrn tham sf! /lin" vii dam dong

5. Uac [/((I1lg thO'Tlgke
6. Kif;1I dinh IIIoIIg ke
7. MiJi qllall IIf gil;a hai bie,l IIgnu nhien
8. 51( d!wg 51'55 de'lilllrirf SQ'tUlJllgquail

318 Phuong phap nghlen ciru khoa hoc trong kinh doanh
Chuong njy c6 m~ICarch on lai nhfrng kien tlurc ve thong ke

can ban can thiet rrong danh gia thang do va kiern dinh cac ly thuyet
khoa hoc. De d~ theo doi, trong dam dong, cac bien duoc ky hi~u
bAng chii' in hoa (vd, X, Y, vv) va h.rc:mgirng cua chUng trong m~u,
duoc ky hi~u bAng chii' tbuong (vd, x, y, vv).
1. Tom tAt thong ke cho m~u

Tom tiit tI,(j;,g ki! (statistical summarization) thong qua cac do luong
mlrc dQ t~p trung (measure of centrality) nhir trung binh (mean),
trung vi (median), mode, va mire di} phan tan (measure of
dispersion) nhtr phuong sai (variance), do l~ch chum (standard
deviation), khoang bien thien (range) cua cac dir li~u. Chu Y III cac
cOng thrrc sau day str dung cho m5u (t6m tilt Iii t6m tit cac thong tin
ella m5u).
1.1. Do luong m(re eli} t~p trung

Ba dai lu·qng thuong Sll' dung trong do luong muc dQ t~p trung cua
cac bien 111(1) trung blnh, (2) trung vi, va (3) mode.
1.1.1.Trung binh
Trung blnh cua day so xi(i = 1, 2, ..., n) cua mau co kich thu6c
(sample size) n duoc tinh bAng cong thirc sau:
1.1.2.Trung vi
Trung vi la so n3m giii'a (neu soluqng cac chii' so trong day la le) hay
trung binh cua c~p so n3m gifra (neu soluqng cac chfr so trong day Iii
Clurong 9. Thong kc rrong kiem djnh 19lhuyet khoa hoc 319
eh3n) cua mot day so do duoc xep theo thir tv nr nho den lon ho~c
nguc;Tcl<)i.
l.l.3.Mode
Mod« Iii giii tr] co tan so xuilt hi~n 16n nhat ala mot t~p hop cae so do.
1.2. Do luang mti'c do phan tan

Hai d~i luong thtrOng su dung de do luang rmrc do philn tan trong
nghien cuu kie'm dinh Iy thuyet khoa hoc la (1) phuong sai va (2)
khoang bien Ihien.
1.2.1.Phu'O'ngsai va dQ J~dl chuan

Phuong sai do luong mLI'Cdo phan tiln cua mot ~~lP
so do xung
quanh trung blnh cua no. Can so b~c hai ella phuong sai d uoc goi lil
ric) I~c"c/m'n S, Phuong sai Sl va dQ I~chchuan S cua mall duoc tlnh
theo dc cong tlurc sau:
. I II _ "
-::)s= -I(xi-x)-
II-I ,.1
1.2.2.Khoang bie'n thH!n

Khoang bien thien la khoiing each giiia gia tri l<.'m nhat va gia trj nh6
nhat cua mot t~p so do.
320 l'hU'Clngphap nghien Cll'U khoa hoc trong kinh doanh
2. Ky vong
2.1. Trung blnh dam dong
Ky vQng (Expectation) cia bien X, ky hi~u Iii E(X), Iii trung blnh cia
dam dong, thuUng duoc ky hi~u IiiJ.ix· Neu X Iii bien lien tuc
(continuous variable), ky vQng E(X) cua no diroc tinh nlur sau:
E(X) = Jlr = Ix Xf(X)dX
Trong do, f(X) la ham phan b5 (probability density function)

cua X:
r:Xf(X)dX =1
Nell x III bien gian doan (discrete variable; chu y Iii trong tlurc
ti@nnghien cuu, cac bien nghien cuu thU'Ong 113bien gian doan), ky
V~l11g E(X) ella 116 du'qc tfnh nhusau:
E(X) = !Ix
__ 1 "N X
- N L./., /
= L,rXP(X)
Trong d6, N Iii kich thuoc dam dong vii P(X) Iii ham phan b5
(probability function) cua X:
L,P(X)=l
Chucng 9. Thong kii trong kit\l'mdjnh I)' thuy"t khoa hoc 32'1
2.2. Phuong sai dam dong

Phuong sai ella dam dong eo klch thuoc N, thuong ky hieu la (J'x' va
dlrqe tinh nhir sau:
Var(X) = (J'~
LJ,.,( x i - J.lx )'

=_!_N ,,"
= £l(X - J.lxfl
= CCX') - JI~
2.3. MQI so qui I~c ve tinh toan ky vong
£(X + Y + Z) = £(X)+ E(Y) + E(Z)
GQi c III ml;lt h~ng so chung ta co:
li(e) =c
E(X+c)=E(X)+c
E(cX) = cE(X)
£[(X + Y)'I = E(X~ + y2 + 2XY)
= E(X') + E(Y')+ 2£(XY)
3. Bien chuin Irung blnh va chuan h6a

3.1. Bien chuan trong binh
Bien c1lUalt lrung blnh (mean-deviated variable) la bien co trung
binh b~ng 0 nhung phuong sai khac vo; 1. De chuyen mQt bien ng~u
nhien thanh bien chuan trung binh, chUng ta lay bien do trtf cho
322 Phtrong phrip nghien ciru khoa hoc trong kinh doanh
trung blnh cua n6. Gia SLY chung ta chuyen bien Y thanh bien chua'n
trung blnh X nhu sau:
x = y - u,
::;. E(X) = E(Y - II,)
=E(y}-E(Pr)
= Pr -}I, =0
Nhir v~y bien chuii'n trung binh X c6 trung blnh E(X) = O. Tuy
nhien din chu y la phuong sai Var(X) eua n6 van khac 1:
Var(X) = £[(X - P.I')']

= E(X') '" J
Tll' d6 chung ta co:
Cov(X, y)., f[(X - f.lx)(Y - ,Lly») = £(XY)

Cor(X,Y) = Cov(X,Y) _ E(XY)
(J'.• a, (J'x(J' y
3.2, lJien chuan h6a

Bien chua'n h6a (standardized variable) la bien co trung binh b5ng 0
va phuong sai b~ng 1. Nell muon chuyen m{it bien Y thanh bien
chufin hoa Z, chung ta lay bien do tTlr cho tTung brnh va chia cho d(>
I~ch chlliln (standard deviation) ella no. Chung ta se co bien ehua'n
hoa c6 trung binh b~ng khong va phuong sai bAng 1:
Clurong 9. ThQ'''g kc trong kilim din" I.>'thuyct khoa hoc 323
z = Y -Py
CT)
=:> E(2) = E( Y- JI) ) = _I [E(Y) - Pr 1= 0

CT, CT)
= Va/'(Z) = E(Z - Pz)'] = £(l 1

) = E[( Y-p, ) t]
CT)
= Var(Z) = E( Y CT,-II 1 t
)1) CT'
= ~= 1
CT,
Tu do, chlmg ta c6:
COI'(X, I') = E[(X -11,,)(Y - ,lit)] = e(XY)
Co/'(X, I') = Cov(X. Y) = E(XY) = Cov(XY)

a a, i
4. Quan h~ giii'a tham 55 m~u va dam dong

Trong nghicn cuu khoa h9C,nhu' ali trlnh
bay trong phan chon milu
(Chuong 6), chung ta khong the' thu th~p dCt·lieu ella dam dong do
ton kern thOi gian va chi phi. Vi v~y, chung ta phai thu th~p drr li~u
cua m5u va dung drr li~u cua m~ll de' uoc IUQ'Ilghoac kiem dinh cac
tham so dln thiC't trong dam dong. Chung ta lam OLfqC dieu nay vi co
moi quan h~ gifra tham so m~u va tharn so dam dong. Chung ta gioi
thi~u mi)t so m8'i quan he
co ban gilta tham so milu va tharn so dam
dong.
4.1. Trung binh m5u x va trung binh dam dong p,

GQi x 111trung binh cua mi;>tmilu c6 kich thiroc n, diroc chon ngiiu
nhien ru mi;>tdam dong c6 trung binh 111P.r va phuong sai I11CT~.
Trung blnh E(x) va sai I~ch chuan (standard error) O"rcua phan bo
m~u (sampling distribution) duoc tinh nhir sau (vd, Newbold 1991):
Neu dam dong c6 phan bo chuan N(Jlx'O"~) hay neu klch

thuoc m~u n nrong doi IOn (n <! 30), thea ket qua ella dinh Iy gi6i han
trung tam (central limit theorem), bien ng~u nhien z sau day cO
philn bo chuffn don vj (phan bo c6 trung blnh b~ng 0 va phuong sai
b5ng 1):
2 = x - Ii"
0",
= X-
O"xI
'!t,- NCO,I)
/I
Neu kfch H1U-aCm§ll n nho (n < 30) nhung dam dong co phan
bo d1uan N(Jl,v, 0";.) thl bien ng~u nhien t sau day co phan bo Cosset
(Student's t) v6i b~c tv do (degree or freedom) Iii n -Ii trong do Sx III
dQ l~d1chll~"n ella m~ll:
x - 11.
.- S,/~,r,;
1,=
sai dam dong O"~

4.2. Plurong sai m~u S; va phU'O'I1g
GOi S; va Var(S:) theo thu tv la phuong sai cua m~u va phirong sai
ella phuong sai m511 ella mot m511 ng~u nhien kich thuoc la n, duoc
chon Iir dam dong co plurong sai la O"~, chung ta c6:
Chuong 9. Thlll1g ke trong kiem djnh Iy thuyet khoa hoc 325
Nell dam dong c6 phan bo chuM N(J.l.r,(J~) thl bien ngau

nhien sau day c6 phan bo Chi-binh phuang voi b~e h,r do IIIn -1:
, (1I-I)S;
X.-, = I
O'r
5. Uac hrQ'l1glhong ke
Nhu aa gi6i thi~u, trong nghien clru, de' tiet kiem thai gian va chi phi
chung ta khong thu th~p dft lieu cia toan bQ dam dong din nghien
elnl rna chi thu lh~p dil lieu ella m~u. Tu nhirng du lieu dii duoc thu
th~p nay, chung ta c6 thesuy ra cac tharn so cia dam dong. Nguyen
t~e cia \toe luong Iii thu th~p dli' lieu til' m~u va dung chung de' lI'(}C
lUQ'ngcac tham so
ella dam dong. Chung ta thirc hien duoc dieu nay
vi e6 moi quan h~gilra cac tham so cia mau va tham so cia dam
dong.
5.1. u'6c lU'Q'ngkheng ch~ch va hlcli qua cua ehlang

Cho mot uoe luong (J, voc luong nay duoc goi la u'ae hrong khong
chech (unbiased estimators) cua f) nell chung ta co ky vQng euaO
0: r:(0)
chinh 111 = o. Cia SLI' CO hai ltae 11.1'(,7ng
ella () la 0, va 0,. Neu
phoong SOlicua 0, nh6 hon phuong sai cia B, thl uoc Iuong 0, c6
hiell qua hon troe lu'gng iJ, .
Uae ILfQ'ngnao co phuong sai nh6 nhat trong cac uoc IUQ'ngella
0, thi voc lugng d6 duoc goi la uae IUQ'l1ghiell qua nha't (the most
efficient estimator; vd, Newbold 1991). Bang 9.1 eho ta cac uoc hrong
hieu qua nhat ella cac tharn so
dam dong.
326 Plurong phap nghien cU'Ukhoa hoe trong kinh doanh
Bang 9.1. Cac LI'aelueng tham 56 dam dong

Tharn 50 dam dong 116'e Ly ghli eho trITe
luvng ltrQ11ghj~u qua "h;\'I
Trung binh rnSu X Trung binh dam dong J.Ix N(J.I .•• u.~)
Phmmg 5<11 rnlu S; Phl1Ul1gsa; darn dong U.~ N(J.I ... u! )
5.2. liae hrqng quang

Nguyen tlle ella uce luong quang 13dua vao dfr li~u thu th~p tir m~u
dc' lice IUQ11g eho cac tharn so dam dong. Ket qua cua uae IUQ11g Iii
m9t quang (a, b) chua tham so dam dong voi xac suat (l--a.), nghia la:
Pea < a < b) = I-a
Trong do, (1-0.) dLfQ'C goi La mire tin c~y (confidence level/
probability content), (a, b) du'Q'cgoi Iii khoang tin e~y (confidence
e,
interval) cua va CJ. la mire y nghia (significance level).
5.3. Vi du VI? troe IU'Q'ngqujing

5.3.1. u'ac IU'Q'ngtrung binh dam dong f.l,
Trong truong hop m~u nho, (tam dong co phan bo chuan N(fJ,y.u;),
biet duoc phuong sai C1~ ella dam dong: bien ng~u nhien Z sau day
c6 phan bO chua'n dan vi N(O,l):
Z = x - f.l. _ N(O,I)
u,
Nhu v~y,
Chuong 9. Tho'1g kc trong kicm djnh Iy thuyel khoa h\1C 327
P(-z." < z =
x - J.I ' < z.,,) = I-a
a,
Trong do, sai I~ch chujin a, = ax ,j;; (chUng ta biet duoc

phuong sa i a~),cho nen:
Do 1.16chung ta co khoang tin c~y cho uoc luong trung binh

dam dong }J \ voi muc tin qiy 1 -a la:
X-~<Px <.,,+Z"£ .•
.J /I II
1. Khi kicl! 1"1I'(7Cmfiu /I vtll11trc y I1ghTII a Iii han.g 56; nell dQ I~ch
chufin cua dam dong a x cang lon thl khoang till c~y tho
uoc luong trung binh dam dong cang Ion. Di'eu nay co nghia
IIIkhi mire dO philn tan cua bien ng~u nhien X xLlng quanh
trung blnh dam dong ,ux dmg cao thi ket qua cua vcrc
IVQ'ngnay cimg kern tin c~y.
2. Khi d9 IQehChldill clin (1611/dang a.r va IIIlfC y nghin a /(r hall8
sO; neu kich thuoc m~ll n cang 16n thl khoang tin c~y cho
u6c luong trung binh dam dong cang nho, Oi'eu nay co
nghia la khi chung ta co nhi'eu thong tin hem ve dam dong
till vi~c uoc lucng nay cang chinh xac han.
3. Khi ct9 Ifell cillilii, cun dam dong ax va kich I/ntOe 1I/6u n lit flfillg
s6; neu mire tin c~y 1-(( cang 16n (rnuc a cang nho)y nghia
thi khoang tin c~y cho lroc luc,mg trung binh dam dong cang
16n. Dieu nay co nghia la khi chung ta muon tang mire do
328 Phuong phap nghit~" cU'ukhoa hoc trong kinh doanh
tin c~y d10 uoc luong thl phai chap nhan viec giam 'I nghia
cua n6.
Trang tru'ang hop rnau nho, (tam dong c6 phan bo chuil'n,

khong biel phuong sai: Nhir chung ta <iii biet khi kich thuoc m~u nh6
nhung dam dong c6 phfin bc5chuan N(P.f,(T.~) thl bien ng~u nhien t
sau day co philn bO t verib~c tl! do Iii n-1:
I r-p
- ~ I
--'-SIr1 vII
Nhu v~y,
x-p
P(-I.-,,"'I <I ••, = SKI/;; <1._l.uI2)= I-a
Tlr d6,
Do do. khoang tin c~y cho Lroc luong trung binh dam dong ~l,
voi rnuc tin c~y l--a, trong truong hop m~u nh6, dam dong c6 phan
bc5chufin N(p\ ,(T~), nhung khong biet diroc phuong sai (T~ Iii:
Trong rruong hQP m5u Jan: Cht'mg ta aii biet, nr ket qua ella
dinh 1'1gi6i han trung tam, trong rnrong hop kich th110C m~lI Urn,
Chll',.mg 9, '('hung kc rrong kiern dinh Iy tlluyet khoa hoc 329
cho du dam dong co phan be chuan hay khong thi bien ng~u nhien z
duoi day c6 phfin bo chufin dan vi (0, 1).
Chung ta dung dO I~ch chuii'n S, ella m~u de lYoe luc;mg cho do

I~ch chua'n dam dongO'\ . Trong truong hop nay khoang tin c~y eho
uoc hrong trung binh dam dong Jir voi mire tin e~y 1-0. Iii:
6. Klem dinh thong ki!

Nguyen I~c cua kiem dinh thong ke trong nghien cuu 111 duo ra
cac gii;\ lhuyel v~ moi quan h~ siu'a cac khai niem trong th] lrucmg
(dam dong), lhu lh~p thong tin til' m~lIde kiem dinh cac gia thuyet
d5 doa ra.
6.1. Cac bu'oc kiern dinh sia Ihuye'l nghien cuu

Qui trinh kiem djnh cac gi3 thuyel nghien CtTl1 eo the duoc chia thanh
nam buoc nhu sau:
1. Thiel I~p giit lhuyet can kie'm dinh

2. Chon muc y nghia ex
3. Chon phep kiern djnh thich hop va tinh giit tr] Ihong ke
kic'm dinh cua no
4. Xac dinh Si3 Irj 16i han cua phep kiem dinh
330 1'l1U'ongphap nghien cU'U khoa hoc rrong kinh doanh
5. So sanh giii rri kill'm dinh voi gia tri tm han de ra quyet dinh
Bmyc 1.Thiel I~pgia lhuyel kiem dinh

Trong theng kll, chung ta co hai dang gi<i thuyet: gi<i thuyet khong
(null hypothesis), ky hi~u Iii flo' va gia thuyet thay the (alternative
hypothesis). Cia thuyet khong la vI phat bieu ella n6 thuang b3ng
khong (b3ng 0, khong khac bi~t, vv). Vi du, khong co mei quan h~
giCra chi phi quang cao va doanh thu (mei quan h~ gifra gifra chung
b~ng khong), ket qua kinh doanh gifra doanh nghiep trong va ngoai
quec doanh khang khac nhau, vv.
Trong nghien ceu (kie'm djnh Iy thuyet khoa hoc), gia thuyet
chung ta muon kie'm dinh Iii gia thuyet thay the chtf khong phai flo'
Cia thuyet thay the lit gia thllyet nghien cuu ky hieu lit.HR (research
hypothesis), va no duoc thiet I~pdua vao Iy thuyet. Vi v~y khi kiern
dinh Iy thuyet khoa hoc, chung ta luon mong muon gia thuyet nay
duoc chap nh~n, Lay vi du nha nghien CLI'U dua ra gia thuyet La "co
moi quan h~ giu-a chat luong nguoi tieu dung nh~n thirc duoc cua
rhuong hi~u vai xu huong neu dung thuong hi&u" (gia thllyet 11R)'
Cia thuyct He,ID khong co mei quan h~ nay,
Bu'oc 2, Chon mu'c y nghla (l
Nhrr chung Ladii bie't, mire oj nghia (;(Ii! rmrc dQ chap nh~n sai ram
cua nha nghien cuu. Trong nghien cuu kiem djnh lojthuyet khoa hoc
trong nganh kinh doanh, rmrc y nghia thuong duoc chon Ii! 5%. Ba
rmrc u pho bien thuang duoc bao cao trong cac ket qua Iii 5% (0.05),
1% (0.01) va 0,1% (0.001). Vi v~y, khi kiem dinh gi<i thllyet nghien
eLN, cac bao cao thuong viet a dang: p < 0.05, p < 0.01, hay p < 0.001.
Vi du, chung ta thuong viet Iii: Ket qua kiem dinh cho thay gia
thuyet tt , nay dU'Q'Cchap nh~ ([}= 0,45; p < 0.001).
Chllung 9, ThSn!\ k~ trong kiem djnh 19 lhuyet khoa hoc 331
Chung ta dan chu y them mot so diem, Mot la, rmrc 5% la rnuc
thong thuong rrong nganh kinh doanh (va nhieu nganh khoa hoc xii
hQi khac). Tuy nhien d6 khong phai la mire b~itbuoc. Chung ta c6 the
chon muc 10%. Khi chon rrurc y ngh'ia a" rrurc 10% nay, chong la da
tang rmrc chap nh~n giit thuyet nghien ciru HR' Neu lam elieu nay,
chung ta se lam tang xac suat m~c phai sai ram loai I {tang xac sual tir
chOi II" nhung n6 ){lidlmg, nhung lai giam dtroc sai ram loai 11;xem
phan ke hep). Chung ta ciing co the' chon rrurc y nghia a = 1% (0.01).
Neu chon IX (, rrurc nay, chung ta giam xac suat chap nh~ gia thuyet
nghien cuu H. (nghia la chung ta ghim sai lam loai ) nhimg l~i tang
sai ram loai IP).
UU'oc3. Chon phep kil!'m dinh va tinh gia tri thong ke

BlI'6c tiep theo la chung ta phai chon I~raphep kiem dinh thlch hoop.
010n phep kie'm djnh phu thuoc ban ellat moi quan h~ trong gia
thuyet va ban ch5't phfin bo cua cac bien ngilu nhien. Sau do chung ta
se tinh gia tr] thong ke kiem djnh (test statistic) thee cong thtrc phu
hop, Vi du khi chung ta can kiem dinh gia thuyet lit c6 moi quan h~
giC'raX va Y, Nell phan bCl clip (X, Y) la phan b6 chuan (joint normal
distribution), chung ta dung phep kiem dinh t va gia trj tr] thong ke
kiem djnh t voi n-2 b$c tl,l'do OlfQC tinh nhir sau (vd, Newbold 1991):
r
1,=...,=====
'-. J(I- r' )/(II - 2)
C6 nhiing t~p chi quail tam vao sai ram loai I nhung rung cO tap chi quan
tam vao sai l'iim I~i II. Nhiing tap chi quan tam vao sai l'iim loai I thuOng doi hoi
muc chap nhon giD thuyet H. vai a nhi> (vd, 0.01), vi v3y gia thuyel Ilghien ruu
H. cUa chung ta chi duoc ung hQ vo; P < 0,0), va dieu nay IlguO'c I~i vo; nhimg IQP
chI quan t5m sal Fam looi II (xem, vd, Kline 2004).
332 Phuong philp nghien oru khoa hoc trong kinh donnh
nU'IYe4, Xac dinh gia tri t&i han ella phep kilm dinh
Sau khi xac dinh duoc phep kie'm djnh thich hQP va tinh gia trj ella
no, chung ta se rra bang de tim gia trj tai han (critical value) tuang
lmg vci rnuc y nghla da chon, Thi du khi chung ta dung phep kiem
dinh I vo; mllu co kich thuoc Iii n = 300 va rrurc y nghIa a = 5% thl gia
tr] loi 11(Introng truong hop kie'mdinh hai phia (/.q-_290.".05) Iii 1.968.
B\1ac 5. So sanh gia tr] kiem dinh v6i gia tri tai han
Sau khi cia c6 gia tr] thong ke kiern dinh va gia tri t6i han cua no,
chung til se so sanh chung voi nhau. Tuy theo ket qua ella so sanh
nay chung ta se ra quyC't djnh Iii chap nh~nhay ill dlol gia thuye! cia
dua ra, Vi du trong kiern djnh moi nrong quan giCra X va Y tren day,
ne'u Chllllg ta tinh duoc gia tri thong ke
kiem djnh t 2! 1.968, chllng ta
ket ILI~nla chap nh~n g;a thuyet Ilk (ill choi giil thuyet "0)' nghla III
co moi quan h~ giem x va y,
6.2, C iii tr] p

Cia tr] p (p-value) Iii muc y nghia quan sat (observed sLgnificance
level), nrong lmg voi gia tr] thong kekiem dinh. Vi du khi dung ham
kiem dinh z, gia tr] p la di~n tich (xac suat) cia duong phfrn bo tif gia
tr] thong ke kiE!'mdinh z (cluing ta tinh) den vo cue, Hay n6i each
khac, gia tr] p la gia t'rj nho nhat ella rmrc y nghia (X rna chung ta ill
choi giil thuyel khong Ho' Neu a nho hemnira th] chung ta chap nh~n
II" vi luc nay 1. se nIlo z" (va p se Jan hon a). Cia tr] p ciing la gici trj
Ian nhat ella a cho phep chung ta dlap nhan Ho. Neu a Ian hon gi1i
tr] nay, chung ta tll' choi H.•.
Cia trj p dong vai tro qUail trong trong kie'm dinh thong ke VI
cae phan mem Xlr Iy Ih5ng kll deu dlo dl(mg ta gia tri nay. Hem nlra
n6 rat d~ dang nh~n biet va Slr dl,lllg. Khi ra quyet djnh tir dloi hay
Chuong 9. n,ong ke trong kiem djnh Iy thu)'et khoa hOC 333
chap nh~n mol gia thuyet, chung ta chi can xem xet gia trj p: neu p>
CI. chung ta Ill' choi II. (chap nh~n II,,) va neu p < Cl chung chap nh~n
1-1. (tu' choi !-I,,),
6.3. Sai tam trong quye't dinh khi kil1m dinh thong ke
Trong kie'm djnh gia thuyet chung ta g~p hai tn/img hQP sai ram: sai
lam loai I (type I error) va sai lam lo~i II (type Jl error). Sai ram 10<),i
[
xay fa khi cluing ta tU choi mot gili Ihuyet 1-10 nhung gicl thuye't nay
dung. Sai Jam lo<)inay xuat hi~n vo; xac suat Iii CI.. Sal ram 10~1ll xuat
hi~n khi chung ta chap nhan mQt gIn thuyet I~,nhung gia thuyet nay
sai. Xac sual xua! hi~n ella sal lam loai n la p (Bang 9.1).
Khi gicl Ihuyet II. dung va chung ta quyet djnh chap nh~n no
thi chung ta dii ra quyet dinh dung. Xac suat ra quyet djnh dung
trong kiern djnh thong ke Iii 1-u. Khi gia thuyet 1-1" sai va chung ra
quyet djnh [u' choi gia thuyet nay thl chung ta cung dii ra mQt quyet
djnh dung, vb! xac suat 181-~. Gift trj 1-r3 duoc got lit dt) 111""h kie'm
dinh (power of the test). De at sEILlvao vffn d'e nay, xern Cohen ('1977)
va Kraemer & Thiemann (1987).
Bang 9.1. Sai lam trong kie'm djnh thong ke

QuY;:'1djnh Gi.l thuy;:'t 1-10
O,mg Sai
Quyet dinh dimg Sai I'1ionlo~i U

(xac sua! I - a) (xac suat ~ )
T:ichOi Sai ram I~j I Quyct djnh dimg
(xac suat n: mac y nghi.l) (xac suat 1-1):dQ rnanh kie'",

djnh]
334 Phuong phap nghien ct''U khoa hoc trong kinh doanh
6,4, Moi quail h~ giu'a IX va p

Cia sit chung ta muon kiern dinh trung binh cua mot bien x c6 phan
be chua'n: Ho: IJ = J.I" va H.: IJ > IJ. (kie'm dinh mot phial, Gia sit gia
Ihuyet nily dung, Nghla ill dU'Cmgphan bO A 111phan bO m~u x
(sampling distribution) cia bien x (A 111duong phan be thirc cua x),
Khi thvc hien phep kie'm djnh z thi xac suat chung ta til ehoi Ho Iii
a%, Nell gioi tr] thong ke kie'm djnh z roi vao vung til (zft'oo), chung
ta da tlr choi mot gia thuyet dung, Chung ta mllc phai sai ram loai I.
TU'O'Tlgtv nhv v~y, nhimg bay gib gici thuyet Ho sai (A2 khong
phai III duong phftn be thuc cia x). Gia Stf duong ph an bo thuc cia
x III B (Hinh 9,1), Gia Slr chung ta biet duoc phan bo th ....c cua x Iii B
chu' thuc s~r chung ta khong biet (nell biet duoc th] chung ta khang
can kiem dinh nCra), VI v~y, khi kiem dinh No chung ta dua vito
dLl'cmg phan bo A. VI v~y khi ghi tr] kiem dinh n~m trong khoang
(P\l'Z"J, chung ta chap nh~n gia thuyet flo'
Khi quyet dinh nhu v~y, chung ta da m~c phai sai ram loai II
(chap I1h~n mot gia thuyet sail, Xac suat chung ta guye! dinh sal
(chap nh~n 110) III f3,O,U Y III duong phan bi) thuc cua x la B chu'
khong phai 111A, Khi z n~m trong khoang (z o ,co), chung ta ILr chei
Ho (tll' chei mot gia thuyet sail, nghia la chung ta cia ra mot quyel
djnh dung, Xac suat ra quyet dinh dung nay la I-P, Nhir v~y, khi
chung ta giam a, lay vi du thay VIchon a = 5%, chung ta chon, lay vi
dl,l 1%, de' giam sai Jam loai 1, chung ta da lam tang P (lang sai Jam
loai II), va giarn do manh kiem djnh (Hinh 9.1; vd, McClave &
Benson 1990),
l DuOng phSn bO A dllQc got Iii dUOngphiin bO khong (null distribution) vi

n6 li'ng vOi gin thuyet khong flo. Trong truOng hop gia thuyet H. dung thi A chinh
Iii dllOng phSn bO Ihl,l'crua x . OJ nhil'n chung la kh5ng biet dltQc die" nay. 6 day
chi gia sUode philn tkh,
Chuong 9. Thong ke trong kiem djnh Iy thuyel khoa hoc 335
Hlnh 9.1, Moi quan he giua 0. va ~

I(Xl
I(x)
l-P
~------+---~~I------x
______
+__--II-_Il_X_>_llo
1_-,_1.:._ • __
2,=0 2. _- (1xl.J"
VLlIlg chap nht-F~:J-I-----[-~~~1:~~~~:1~n HR
6,5, Vi du kieOl djnh tnmg binh

Truong hop dam dong co phfin bo chufin, m5u nho, va biet phuong
sai: Trong mrong hop kich thtroc n m~u nh6 (n < 30), Mung dam
dong c6 phan bo chufin N(,u_ .. a.~)va neu biet ducc phuong
saiq.~cua dam dong thi dung phep kiem djnh 2 vi bien ng~u nhien 2
sau day c6 phfin bo chua'n don vi N(O,1):
_ x - Jix
~- at ,.[,;
Phep kie'm djnh nay co gia tr] thong ke kiern dinh la:
z-
x- P.,
- a., ,..[;;
Trong truong hop kich thuoc n clla milu nh6 va clam clang c6
phlln bo chua'n N(p". a:),
nhlYllg neu chung ta kheng biet dU'O'c
phucmg sai cua dam dong a.~thi phai dung phep kiem dinh t c6 b~c
tv do df ~ n-1, vi bien ngilu nhien sau clay co phan bo t vai b!}c t~rdo
Iii n-1 (trong d6 S, 111dQ I~m chuan cua m5u):
1-
x-pt
- S,/,,;'
Cia II'! thong k{l kiem djnh cua phep kiem dinh t dLf(,7C tinh nhu
1,,-I --
x - ,LIo
Sir
r vfl
Trong truong hop chung ta khong biet phuong sai dam dong
O",~, nhong neu kich thuoc m§u 16n (n ~ 30), cho du dam dong co
phdn bo dlU511 hay khong, mung ta dung phep kiem dinh z va thay
a, bfing S" vi bien ngSu nhien z sau day co phan bo dluan dan vi
N(O, 1):
z-
.r - ,LI,
- S,I:r;;
}Trong Ihye lii!n, kicrn djnh I (t-tesr) dlrQC dimg thay cho phep kiem dinh z
vi chung ta thlrbng khong biel phtremg sai darn dong. Khi kich Ihtr6e m~u 16n, Ihi
hai phep kie'm drnh nay nhu nhau.
Clurong 9. ThO'ng kc Irang kii}'mdinh Iy Ihuyct khoa hoc 337
Gia tr] lhong kc cua phep kie'm dinh nay la:
Vi du C\J the nhu sau: Cia su chung ta muon kiem dinh gia
thuyel nghien ciru cua chung ta (II.) la trung binh
dam dong J.1, ~ 4
thong qua dli li~u ella mSu c6 kich thuoc n =300 voi trung blnh mSu
x = 4.2 va phuong sai mSu S. = .4. Qua trinh kiem dinh gia thuyet
nhusau:
Butrc l: H,,: P.~ <Ill) 4va H;I: fl, ~fln=4

BlrO'c2: Chon rmrc y nghin (1, gia sir 5°Ic,
RII'o'c 3: VI kich thurrc milL!16n nen chung ta dung phep kic'm
djnh z, gia tr] thong ke kiem djnh la:
Z=
:i'-p" 4.2-4 =8.66
S, / r;; .4/ ../300
Buck 4: Tra bimg cua ham z (trong EXCEL) chung ta co gia tr]
toi han Za cua phcp kiern djnh la 1.645.
81(0c 5: Vi z > z., cho nen chung ta Ill' choi gia thuyet Ho va
chap nh~n gia Ihuyet H.: )1.\ ~ Po = 4 .
Cac vi du ve tr6e luong va kie'm dinh thong ke trong chuong

nay co m\IC dieh giup chung ta n~m b~t nhfrng nguyen tlie co ban
trong U'oc Iu·qng va kie'm dinh thong ke. Tu do, chung ta se d~ dimg
lI'ng dung trong uoc luqng va kiem dinh cac tham so thong ke cu the'
Irong cac mo hlnh sau nay, vi du nhu iroc luong va kiem dinh trong
sO hoi qui rrong cac mo hlnh hoi qui (trinh bay trong cac chuang
sau).
7, Moi quan h~ giita hai bien ng~u nhien

GQi x va Y la mot c~p bien ng~u nhien e6 trung binh theo thlr hIla
PI va 1', va phirong sai theo thlf tv lit 0".; va 0":.
7.1. Hi~p phirong sai va h~ so luang quan

Hiep phuong sai Cov (Covariance) cua hai bien ng~u nhien djnh
luong, X va Y, ky hi~LlIII Cov(X,Y). trong dam dong duoc tinh nhir
sau:
Cov(X, Y) = E[(X -Px)(Y -Pr)]
so
H~ nrong quan tuyen tinh Cor (linear Correlation coefficient)
ella hai bien ng§u nhien djnh luong, X va Y trong dam dong, thuong
dircc ky hieu la Cor(X,Y) hay r"" va duoc tinh nhu sau:
r.I'Y = Cor(X, Y)
Cov(X,y)
=
E[(X - Px )(Y - Pr )]
= J£[(X - py )2(y - Pr )2]
Chuong 9. Thong kc trong ki,,'m djnh I.>'thuyet khoa hoc 339
H~ so nrong quan tuyen tinh cua hai bien ng~u nhien dinh
hrong, x vii y trong m~u, thuong dvoc ky hieu Iii cor(x,y) hay I~" va
duoc tinh nhu sau:
"« =cor(x,y)
_1-1 I,:.,(x, - x)(y, - Y>

=~ ~n~-~~~==============
[ !_I
/1-
I,;.,(x, - X),][_I-I
n-
I,:.,(Yi - ji)'J
= I,:.,(.Y, - x)(y, - Yl
J[I,;.,(XI-X)'J[I,~"(YI-ji)']
7.2. Cac dang h~ SOhl'(Yngquan

II~ so tuong quan gilra hai bien djnh luong X va Y dU'Q'C the' hi~n (]
ba dang, (1) h~ so tuong quan tuycn tinh, con goi Iii tuong quan dl'p 0
(zero-order) hay urong quan Pearson: Cor(X, Y), (2) tuong quan tung
ph'iin PCor (Partial Correlation), va (3) nrong quan ban ph'iin SCar
(Scmipartinl correlation hay part correlation). Hail' & ctg (2006)
bieu d i~n cac dang tuong quan nay thong quan gian do Venn trong
Hlnh 9.2.
7.2.1. Tuong quan Ilmg phan

H~ so nrong quan timg phan gilfa hai bien x va Y trong do c6 51!
tham gia ella bien Z. Neu khong e6 Sl! tham gia ella bien x, h~ so
luang quan Pearson ella X va Y la di~n tach a+c trong Hinh 9.2.
Khi c6 5\1 tharn gia cia Z, phan e la phan rna ca X va Z cUng giai
thich cho Y.
340 I>huong phap nghien CltU khoa hoc lrung kinh doanh
Dc tlnh h~ so
nrong quan tlrng phan cua X va Y, chung ta phai
loai phan giai thich cua Z. Chu y 111khi chung ta loai phan giai thich
ella Z tl)i philn phuong sai cua Y bay gi()' chi con la a+d chu kh6ng
phai III nhir ban dal! (a+b+c+d)nira. Sau khi loai phan giai thich ella Z
(phan a+b), he so
nrong quan tung phan: PCor(X, Y) = a I(a+d): trong
do (a+d) Iii phan phirong sai cia Y chua duoc giai thich sau khi loai
phan giai thich b6i Z. H~ so
nrong qllan timg phan (PCor) dl1'QCtinh
nhir sau (vd, Myers & Well 2003):
PCor =rn,L
= Cor(Y I Z,X I Z)
_ I'yr - ',., ':yz
- ~(I-r:L)(l-r,~)
Trong do:
• J'YYl1. lil h~so tlY<JI1gquan tUng ph'§n (tach Z ra kh6i X va Y)
• Y IZ va X IZ Iii ph'an phuong sai cua Y va X sau khi tach Z ra

kh6i chung
Clwollg9. Thong kc Irong ki,,'m dinn Iy thuyct khoa hoc 341
Hlnh 9.2. Cac di,lng tuong quan
a: Phuong sai Y giai thieh bCrimot minh X

b: Phuong sai Y giai thlch boi mQt minh Z
e: Phuong sai Y cung gitli thich boi X va Z
d: Phuong sai Y khong giiii thieh boi x va Z
a+b+e+d: PhU'011g sai cua Y
Ngulln: Hnil' ,0:. (Ig (2006, 231)
7.2.2. Tuong quan ban phlln

so
H~ tuong quan ban phan giila hai bien X va Y trong do eo su' rharn
gia ella bien Z. 13ay gio chung ta khong loai pllan cua Z ra nhir trong
tnrong hop tinh he so ruong quan nrng phan rna chi co I~p Z ra khoi
X. VI v~y, can chu y 111trong rnrong hQ'P nay (khac voi tuong quan
tlmg phan), phan phuong sai cua Y trong tinh toan v5n nhu ban oall,
nghia la no v~n b3ng a+b+c+d. De tinh he so tuong quan ban phan
cua X va Y, chung ta phai kie'm soat ghii thieh cua Z. Salt khi co I~p
phan giai thich cua Z cho tuong qltan gifra X va Y (phan c), he so
tuong quan ban phan: SCor(X, Y) - a (a-b-c-d): trong do (a+b+c+d) Iii
phuong sai cua Y. II¢ so tuong quan ban philn (Seor) duoc tinh nhu
sau [vd, Myers & Well 2003):
SCor = r"(.r z,
= Cor(Y,X I Z)
_ rr.f - r)ZI"xz
- ~(1-r_~)
Trong d6:
• 'Yc.flz,lahe so tuong quan ban phan (co I~p Z ra khoi X)
• X I Z III phan phuong sai cua X khi co I~p Z ra n6
Thong qua each tinh cac h~ so tuong quan giita hai bien, chung
ta thay gi<l tr] t1.cy~tdoi cua h~ so mong quan ban phru) pha!) SCor
nho hon h~ so tuong quan tung phfin PCor (vl chung tir nhau co so
nhung m§u so ella SCor Ion so
han m~LI cua PCor). Khi Z khong c6
qual) he voi X va Y th\ hai h~ so luang quan ban phan va tung phftn
sc b~ng nhau va b~ng h~ so tuong quan Pearson,
7.3. MQI 55 qui tile v(l hiep phuong sai

Co hai bien ng~LI nhien, X va Y va c,c"c2,cjlil cac hiing so, chung ta
e6 mQt so qui t~e cho hiep plurong sai duoi day:
Cov(X,Y) = Cov(Y,X)
Cov(X,c) = 0
Cov(X, X)= Val'(X)
Cov(c,X ,C,Y) = c,c,Cov(X, Y)
Cov(eX ,cX) = Var(cX) = e1Cov(X.X) = c'Var(X)
Cov(c,X ,c,Y + CIZ) = c,c,Cov(X, Y) + c,c,Cov(X,Z)
Clmong 9, Thong ke Irong kic'm djnh Iy thuyet khoa 11<,>( 343
8. Sir dung S])SS de tinh h~ so urong quan

De' tlnh h~ so nrong quan gilfa hal bien dinh Iuong (nrong quan
Pearson) chung ta th~fChi~n nhir sau:
Allalyze -+ Correlate -+ Bivariate: duo hoi (hay nhiiu) biell

elin tlnh hf sO Iuo'llg quan wi II/IOU viio 0 Variables -+ OK:
ellI/llg la "h~1I du9'c k€1 qua /ii gid tri cua "f sO tmmg quail
Pearson wi lIIirc!i IIghill (sig) CUll110.
Chu y m~c djnh Irong SPSS la tlfO'ng quan Pearson. Neu muon
tinh cac h~ so nrong quan khac chi din nhan chudt vim a nrong .mg,
vd, Spearman cho h~ so nrong quan cua hai bien dinh tinh, vv. Neu
muon tlnh thong ke ma tii ella cac bien, vd, trung binh, d(>l~chehuirn
thi vao:
Options -+ Statistics -+ n/u'ill chU9/ vilo Means and

Standard Deuiations -+ Continue -+ OK: chung fa se c6
thelll tntllg birth vii (191~chciltlfih ctin cae bien.
Neu muon tinh tucmg quan timg phan (Peor), chung ta thuc
hi~n nlur sau:
Allalyze -+ Correlate -+ Partial: dun hili bien clill tinh hf so'

tuong qllatl wi nhau viio 0 Variables -+ dun biell muon kielll
soa! viio 0 Controlling for -+ OK: Chl/llg 10nhiin dlr(Tcket qua
Iiigia tri clill /if so'ttrang qU1I1I IUllg phall Wi mrrc g 118h;a(sig)
Clill 110.
Neu muon tinh mot so thong ke ma ta, thuc hi~n nhu
trong truong hop nrong quan Pearson,
344 I'lwong phap nghien cU'U khoa hoc trong kinh doanh
TOM TAT CHUONG 9
Chuong nay co muc dich nh~c I~imot so kien thuc thong ke din
ban va can Sll' dung trong danh gici thang do va kiem dinh cac Iy
Ihuyet khoa hoc, Truce tien lit 10m t~t Ihong ke, Tom 131Ihong ke
duoc thvc hien thong qua cac do luong mire do ~p tnmg bao gcm,
(I) trung binh, (2) Irung vi, (3) mode, va rmrc do phiin tan bao gcm
(1) phuong sai, (2) do I~chchuan, (3) khoang bien thien ella du Heu,
Hai la, gi6i thieu ve bien dluan trung binh va bien chua'n hoa.
Bien ehua'n trung binh 111bien co trung binh b~ng 0 nhung phuong
sai khac voi I, De' chuyen mot bien ng~u nhien thanh bien dluan
trung blnh chung ta lay bien do tru' cho trung binh ella no. Bien
dlua'n hoa Iii bien co trung bmh b~ng 0 va phU011gsai b~llg 1. De'
chuyen mot biel' thanh bien chua'n hoa chung ta lily bien do tt'll'cho
Irung blnh vi, chia eho dQ l~ch chuan.
Ba h\ gi6i IhiOu ve moi quan he gii:ratham so milu va tham so
dam dong: ky vong ella trung blnh m~lI chinh lit trung bmh cua dam
dang va ky vong ella ph Lfangsai m~u lit phuong sai ella dam dong,
Nguyen t~e uoc Ill'c;mgthong ke Iii thu th~p du li~u tll' m§u va
dung ehllng de u'6e luong cac tham so ella dam dong, Chung ta thuc
hiOnduoc dieu nay VI co mot moi quan he gilra thong tin ella m~lI va
thong tin cua dam dang,
Nguyen llie ella kiem djnh thong ke trong nghien cuu Iii dua ra
cac gia thuyet ve moi quan he gilra cac khai niem trong dam dong,
thu th~p thong tin Ill'm~u de kiem djnh cac gill thuyet ali dua ra. Qui
trinh kiem djnh cac gia thuyet nghien aru bao gcm (1) thiet I~p gill
Lhuyet din kiem dinh, (2) chon rmrc y nghia a, (3) chon phep kie'm
djnh thich hop va tinh gia tr] thong ke kiem djnh cua no, (4) xac djnh
Chtl'onll 9. ThSilA kc trong kio!'m din" Iy lhuyet khoa hoc 345
gia tr] loi han cua phep kicm dinh, va (5) 5'0 sanh gia tri kiem djnh
v6i gia tr] loi han de ra quyel dinh,
Trong kiem djnh gia thuyet chung ta g~p hai trucng hop sai
ram: sai ram IO(li I va sai ram loai II. Sai lam loai [ xay ra khi chung ta
til choi mOl gia thuyct II. dung. Sai ram loai nay XlIat hien v6i xac
suat Iii a, Sai fam loal 1I xuat hi~n khi chung ta chap nh~ mOl gla
ilia ~. Khi giarn a,
Ihuyet II" sai, Xac suat xuat hi~n cua sai ram 1'O<)i
de giam sai ram loai I, chung ta <iii Hun tang ~, va giam do rnanh cua
phep kic'm dinh,
Cuoi cung, chuong nay gi6i thi~u moi quan h~ giira hai bien
ng§u nhien: hier phuong sai vii h~ so nrong quan cung voi mQt so
qui t~c linh roan chung, II~ so
tuong quan giL"l'ahai bien dinh lu·qng
X va Y duoc the' hien (.1ba dnng, (1) h~ so luang quan tuyen tinh, con
goi Iii urong quan dip 0 hay nrong quan Pearson r, (2) nrong quan
tl111gph'iin PCor, va (3) tuong quan ban pharr SCor.
346 Phuong phap nghien cU'u khoa hoc trong kinh doanh
CAUH6rON T~P vA THAo LU~ CHUaNG 9
1. Tom t~t thong ke bao gom nhung tom ~t gl? Cho vi du minh 11Oa?
2. Cho biet cac tinh ky vong cho bil?n lien tuc va bien gian doan? Lily vi
du minh hoa?
3, Bien chuan trung binh va chuan hca giong nhau va khac nhau nhir the
nao? Cho biet each bien doi mot bien thanh bien chuan trung blnh va
chua'n hoa?
4. Hiiy cho bie't moi quan h~ giva tham so m~u va tham dam dong? so
Moi quan he nay giup Ich gi eho nha nghien cuu trong kiem djnh Iy
thuyet khoa hoc? Cho vi du minh hoa?
5. Cho biet the' nao lil LI'OC IU\1I1g va the n1lOla kiern djnh thong ke? Uoc
hrong va kie'm djnh thong ke de lam gl trong nghien ctru? Cho vi du
minh l19a7
6. Cho biet qui trlnh kicm djnh thong ke vit lay vi du minh hoa eho mot
phep kiem djnh cu the nao do?
7. Vi sao gia thLlyet nghien cuu la gia thuyet thay the? Cho vi du minh
hoa?
8. Cho biet 5\1' giong nhau va khac nhau gifra hi~p phuong sai va h~ sO
luang quan? Cho vi du minh 11I;laVI? m~t kiem dinh ly thuyet khoa hoc?
9. Cho biet s~r giong nhau vii khac nhau gifra cac loai he sO hrong quan
(Pearson, llmg philn va ban ph'lln)? Cho vi du minh hoa ve m~t kiem
dinh ly thuyet khoa hoc?
Chuong 9. Thong k~ IrQI1Skiem dinh 1)1(huye( khoa hoc 347
TAl utu E>OCTHEM CHTJONG 9
Miller I & Miller M (2(04), /011" E Freund's Mathematical Statistics with

Applications, 7'''ed, Upper Saddle River Nl: Prentice Hall: La tai lieu co ban
VI! thong ke loan, viet d~ hieu voi hang loat vi du hap dlln. La till li~u nen
doc de trang b] kien Ihuc vfmg chdc hon VI! thO'ng ke Slr dung trong nghien
cuu khoa hoc trong kinh doanh sau khi n3m dU'Q'Cnhimg kien thuc CC1 ban
ve thong ke ung dung, vd, Newbold (1991).
Carroll JD, Green PE & Chaturvedi A (1997), Mathematical Toolsfor Applied

Multivariate Analysis, revised ed, San Diego: Academic Press: Mot quyen
slid, viel r1lt hay va doi hoi m(>1 so kien rhuc ve dai sO'luyen tInh. Day In lai
li~lI din Ihiet cho '1hCmg ban muon di sau vao cac phuong phap phan tich
da bien.
Jaynes ET (2003), Provllbility Theory: The Logic of Science, Cambridge:

Cambridge Uni Press: Me.t quye'n sach chuyen khao va rat hay nhlrng
khang d~, trinh bay SOL' s~c ve mO';quan h~ giu'a Iy thuyet xac suat va khoa
hoc. Mot quyen sach nen doc cho nhCrng ban thich thl' ve ve lanh V\I'C nay.
Chuong '10. CronbJch JJphn: D:\nh gi;\ <1\) lin c~y (hang <10 349
Chuang 10
Cronbach alpha:
Danh gia de?tin c~y thang do
Chuong nby gi6i thi~LIde n(\i dung:
.1. Gin Ir; va sui s{YlI'()IIg do III'Ollg
2. Ly IIrHyel tlo fulfllg c{i'diflr
3. 8/fsrlllg Iy ItruyM ,/(1 111'1'1118co'di€11
4. TiI,II irf oli'tin c~yCronbac/, alpha ballg SPSS

1. Gill tr] vii sai so do lU'ang

Trong Chuong 8, chung ta da gi&i lhi~u cac tinh chat cua do IU'Ong
bao gam dQ lin c~y va gia tr] cua thang do IUOng nhir rinh don
huang, gia tr] phan bi~t, gia tri hQi tv, vv . Trong phan nay, chung ta
mo hinh h6a cac sai so cua do IUOng de lam co sfJ cho cac cOng cu
danh gicl thang do.
1.1. Sai so trong do htOng

l\lhu da gi6i thj~u trong Chuang 8, sai so trong do IUOng
(measurement error) ducc chia thanh hai nh6m, d6 la (1) sai so h~
thong (systematic error) va (2) sai so ng~u nhien (random error).
Nell goi cM 111 sai so do ILrong,Gs lit sai so h~ thong va cR la sai so ngill!
nhien, chung ta e6:
Sai so h~ thong 111cac sai so tao nen mQt chech co dinh (constant
bias) rrong do ILrang. Vi du, khi Slr dung thang do khong din b~ng,
ky thLl~1ph6ng van kern, vv. Trong khi do, sai so ng~u nhien lit cac
sai so xay ra mang tinh ng~u nhien. VI du nhu ph6ng van vien ghi
nh'am so do caa Ira lai; nguoi tra lai thay doi tinh each nhat thoi
(short-term characteristics) nhu do m~t rnoi, dau yeu, n6ng gi~n, vv,
lam anh huong den tra loi ella ho. Cac sai so thuong xay ra trong do
luang duoc trinh bay trong Bang 10.1.
1.2. Gia tri va dQ tin c~y cua do luemg

MQt do luang duoc goi la c6 gia tr] (validity) neu no do leong dung
duoc ccli din do luang (Campbell & Fiske 1959). Hay noi each khac,
Chuong 10. Cronbach alpha: i)anh gia d(\ tin coy thang do 351
do IU'ang do v~ng m~t ca hai loai sai so, h~ thong va ngiiu nhien.
Th~t v~y, net! goi X 111so do duoc cua mot thuQe tinh nao do (so do
rnachung ta do loong) va Xo 111so do th~t (nhung chung ta khong
biet dlrqc) ella no thl:
Bang 10.1. Cac dang sai so thuang g~p Irong do luang

N&u~n sai so Vidy
SI,J"lhay doi ca tinh dQI xlIiI'l M~trnoi, (tau yeu. nang gi~nl vui vc, vv.
cue d{)i ruong nghi"n cuu
Yell to tlnh hllong S" hi;)ndi~n ella ngrroi khac, 'an 00, VV.
Cung cy do luong va each Ciu hoi toi nghia, phong van vien thieu kinh
Ihue phong van nghi~m, bang cau hoi in khong rii rang, each
ph6ng y5"11kMc nhau (tnrc diiin, dien thoai,
tlnr), VY.
Y(fll 10'philn tich Nh~p, ma, 16m t~t sai, vv.
Gia sir chung ta c6 the do luang dung duoc cai can do luang thl
X = Xo' nghia la c.It phai luon luon b~ng khong. Do v~y,
des va en phai b~ng khong, Neu cluing ta co the do luong dung duoc
ccli chung fa din do luang th\ 51,1' khac bi~t ve so do se phan anh SY'
khac nhau ve van de can do luong cua tung doi tuong nghien ct'1'lI
(Nunnally & Burnstein 1994).
Khi mot do luong v~ng m~t cac sal so ngilu nhien thl do luang
d6 c6 do tin c~y (reliability). VI v~y, mot do hrong co gia tr] cao thl
phai co di? tin c~y cao. Hay noi each khae, do tin c~y IIIdi'eu ki~n can
(nhlmg chua du) de' cho mot do luang co gia trio Chung ta se phan
rich chi tiet van de nay Irong cac philn tiep thea.
352 Phuong phap nghi'," cuu khoa hoc trong kinh doanh
2. Ly lhuyel do )u'<'Yng
co dien
Theo ly thuyct do luang co dien (Lord & Norvick 1968), mot bien do
luong cua mOLIhang do (cua mot khai niern nghien CUu) diroc bieu
di~n nhu sau:
x , = TI + e.,
Trong do:
• X, : so do bien quan sat th11i (observed score)

• r.: so do thuc cua bien quan sat i(true score)
• c.. sal so bien i (error) = sal so ng~u nhien
Vol cac gi;:i djnh (assumptions) sau:
1. ~(L'/)=O
2. Co,·(t',. &,) = 0
3. Cov(c,.ci) = 0
4. COI'(r,.IiJ) = 0
Nhv v~y, thee ly lhuyet do luong co die'n, rna hinh do luong co

die'n chi c6 sai so ng~lI nhien (random error) xuat hi~n khi do luang,
nghia la v1ing m~l sai so h~ thong (systematic error).
Cac gia dinh tren day dua vao gia dinh co 56 cua rno hlnh do
luong co die'n: sal so h~ thong khong xuat hi~n trong do hrong. Mot
Clwong 10, CnJIIl>och alph~: D>lnh giil do;,lin c~y thong do 353
Iii, VI i:i III sal so ng~u nhien cho nen ky vong ella no b~ng khong (gia
dinh I); sai $0 ella mc}tbien quan sat khong co tuong quan vai so 00
thuc ella n6 (gia djnh 2); cac sai so nay khong co nrong quan nhau
(gia djnh 3); vii, sat so ella mQt bien quan sat nao d6 se khong c6
tuong quan voi so
do th~rc cua bien quan sat khac trong thang do
(gia djnh 4).
Trong ma hinh do luimg cO dien, c6 ba dang do hrong, d6 III (1)
do luang song hanh (parallel measures), (2)do luimg 1: nrong duong
(r-equivalent measures), va (3) do luimg t~ng quat (congeneric
measures; Bollen 1989; joreskog 1971). Cia sir chung ta co hai bien
quan sat i va j, ma hinh do Iuong ella hai bien nay nlur sau:
Mo hinh do luong bie'" quan sat i: XI = OJ,f, +1;,
Mi:\ hlnh do luong bien quan sat j: X, = w,', +ci
Truce tien, ChLlI1g til gia djnh: [I =', = t chung ta co ba dang

do 11I'ons S<lU:
I. Ni:{u: (v, = (I), = I va Var(L-,)= Var(c,), hai bien quan sal X,

va X, duoc goi la hai do Ilr(mg song hanh.
2. Nell: (,l, = M, = I nhung VlIr(ct).,. Var(cj), hai bien quan sat
X, va .Y, OlfOCgoi Iii hai do ILYOng1: hrong dirong.
3. Nell: (I), * (AI)va Var(c.).,. "ar(c,), hai bien quan sat X, va

X, duoc gOi Iii hai do luimg tong qual.
Nlur vi}Y, trong ba dang do luong neu tren, do luang tong quat
III dang tong quat nhalt rong ba dang do luong.
354 Phuong phrip nghien ctftl khoa hoc trong ki nh doanh
2.1. Dc) tin c~y ella do IU'Ong

DO tin c~y ar. cho bien quail sat X/ co the' duoc dinh nghia la phan
phuong sai ella so do chung ta do duor X. duoc giai thich bai phan
phirong sai ella so do thuc Tt : Hay noi each khac, dO tin ~y cua
Ihang do phan .mh rmrc dO hi~n di~n (v~ng m~t) ella sai so ng~u
nhien. MLrc dO hi~n di~n ella sai so
ng~u nhien cang thap (rmrc dO
v3ng m~1 cang cao) thl do IUOng co dO tin ~y cang cao. C\I dO the.
tin c~y air. cho bien quan sal X/ trong thang do luong tong quat
diroc tinh theo cong thirc sau (Lord & Novick 1968):
(U,l Var(Tj)
Var(X,)
(VI [V(lr(X, ) - Var(&J]
Var(X,)
Khi bien qWlI1 sat x, trong thang do song hanh hay thang do 1
urong duong thl (1), = 1. Vi v~y, dQ tin c~y UK, cho bien quan sat X,
trong hai thang do nay nhu sau:
(1),! Var( r,)

Vur(X.)
= Var(T1)
Var(X,)
txeu tinh h~ so tuong quan giita X, va T, chung ta thay r3ng dO

tin c~y aI, eho bien quan 5<1t X. Iii binh phuong ella he so luang
quan giU3 X, va (,.
Chuong 10. Cronbach alpha: Oilnh gia d() tin c$y Ihang do 355
(Corr .(_'l..,
v
i,
»)' = [COI'(X.,T,)]l
Var(X.lVar(T,)
= [COI'(W,T, + c"r)f
Var(X,)Var( Til
Nhc l(li Iii Cov(X+Y, Z) = Cov(X,Z) + Cov(Y,Z), Cov(X,X) =

VariX); Var(aX) = a2Var(X); vii, Cov(aX+bY) = abCov(X, Y); voi a.b,c Iii
cac h3ng SO, va theo Cia dinh 2 cua Iy thuyet do hrong die'n thi co
COI'(r"c,) = 0, chung ta co:
[COI'{(O,T,. T/) + Cov(l'., r;)]'

(Corr(X" T,»)'
Var(X,)Var(T,)
I: COV(W;T;.T/»)'
Var(X;)Var( l';)
= [w,Var('r,)l'
Var(X;)Var( Til
= w,l[Var(,,)l'
V(/r(X, )Va,.(,;)
= w.(2Va}'( r.) I
V(/}'(X;)
= a,r,
2.2, Do hfc7ng dQ tin c3y b3ng h~ so Cronbach alpha

Cronbach (1951) dua ra h~ so
tin ~y cho thang do song hanh va T
a
nrong ducng. can chu y day Iii h~ sO Cronbach alpha chi do IUOng
dQ tin e~y eua thang do (bao gcm tt'r bit bien quan sat tra len) chll
khong tinh dvoc dQ tin c~y eho timg bien quan sat. Chung ta co the'
so
tinh h~ nay nhir sau:
356 PhU'ongphap nghien cuu khoa hoc rrong kinh doanh
GQi H Ii!!tong cua cac bien quan sat trong thang do baa gam k
bien quan sat. Vi v~y, H lit mQt bien ng~u nhien:
~,
Chung ta tinh binh phuong cua h~ sO ttrong quan giira H va t,
va chu y Iii vi h~ so Cronbach alpha dung

de' danh gia elf) tin e~y eho
dang do Ilr&ng song hanh va 1tuong duong nen cac gia tri th~t rl
nhu sau, goi chung 111r, chung ta co:
[Cor,.(r,lI)I' = [Cov(r,H)f
Var(.)Var( 1-1)
= [Cov(r.X, +Xl +...+X,)l'
Var(r)Var(H)
Thay the XI = r + s., chung ta co:
x, + X! + ...+ X, = r + c,+ r -l- 1;;1 + .,.+ r + l',

= z=' 1::1
r+ I' c· =kr:+ I'1-'.
/_1 f
61
Tu'do:
[Co,.r(1',I-1)]2 = lCo\'(r,kr+ I:=,c,))'

Var(r)Var(H)
= [kCov(r,r)+kColI(r,L;.,&;)]'
Var(r)Var(H)
[kVar(r)]l
=
Var(r)Var(H)
k'Var(r)
=
Var(H)
Chuong 10, Cronbnch alpha: Dlinh gia dOli" ch thang do 357
Ch(1 Y 111 Var(X+Y) ~ Var(X) + Var(y) neu Cov(X, Y) = 0 va VI

COV(T,C,) 0 (Cia dinh 2), chung ta co:
COI,(r,:L: ,c,) = COv(T.C,-c, + ..,+ e.)

= Cmir,c,) + COI'(r,c,) + .. ,+('ol'(r,c,)
=0
VI v~y:
Ieorrtr, II» )' = _-'-[k_·J!._(lI....!.·(r...:.)"-f_

Var(T)Var(H)
eVar(r)
= Var(H)
= au
Tuy nhicn, den day chung ta chua co the tinh duoc ClII vi kh6ng
biet diroc Va r('\:), V1 v~y, dir tinh duoc all chung ta can mQt VJi bien
dO'idon giDn sau:
k'Val'(r)
all =
VIII'( /I)
= k(k IlkVIII'(r)
(k -I )VlIr( II)
= (_k_)[k'Vllr(T)-kVal'(r»)
k -I Val'(II)
k k'Var(r)+ ",' Var(c)-kVar(r.)- "" Var(c,)
= (_)( L.••,. , L.••, )
k-I Var(lI)
358 Phuong phnp nghien cuu khoa hoc trong kinh doanh
Chu y Iii:
Var(H} = Var("6._1 X,.)
= Var["'~
LJ,:I (r + c,})
= Varlk t + I:" c.)
Vi COV(T"C,) =0, cho nen:
Var(kT+"L..."al C)=eVaJ'(r)+Var("
' L...i., c,.)
Do v~y:
k Var(/-I)-[kVar(T)+ I' Var(c l}]
all =(k-I){ Var(H) 1=, J
k "'. I Var(X1}
= (-)[l L.,. 1
k -I Var(H)
Trong nghien ciru, chung ta tinh duoc phuong sai cac bien do
Iuong X, va phirong sai long H cua cac bien nay. Tlr do, chung ta co
so
the tinh dllqc h~ tin c~y Cronbach alpha all cua thang do.
3. Bo sung I)' Ihuyel do lu'emgco dien

3.1. Mo hlnh do Illong vai sai so h~ !hang
Nhu da gi6i thi~u, trong Iy thuyel do luang
co dil?'n,chung ta gia Slr
lit do luang chi xuat hi~n mot loai sai sO, do Iii sai so ng~u nhien. Tuy
nhien, Irong thuc li~n, dlung ta luon luon g~p phai hai Ioai sai so
trong do luong: sai so ng~u nhien va sai so h~ thong. Vi v~y, phan
nay se bo sung sai so hq thong vao Iy thuyet do hrong co dien.
Chuong 10, Cronbach nlpha: Dnnh giD d(> lin c~y thang do 359
Nell do IlYongxuat hi~n sai so h~ thO'ngthl mo hinh cua bien do

IU'eng X, d Ll'c;1C bie'L1d i~n nlursau:
voi t:, = S, + RI
Trang d6:
• X, : so do bien quan sat thtr i

• rl: sO'do rhuc cua bien quan sat i
• G, : sai so bien i baa gom S, va R,

• S, : salso h~ thong
• R,: sai so ngilu nhien
3,2, OQ ti 11 c~y va gia tri: do Itrcmg hi~1l di~n sai so h~ thong

Tuong tv nhu trong tnl'ong hop v~ng m~t ella sal so h~ thol1g, chung
ta co the'tfnh loan gia trj va dQtin c~y ella do luong co hi~ndi~nella
sai so h~ thong nhrr sau (Zeller & Carmines 1980):
Trung binh E(Xj) ella X,:
X,=r,+S,+R,
~ E(X,) = E(r,) + E(S,) + £(R,)
Chu Y Iii £(R,) = 0 (thea gia dinh cua mo hinh do hrong co

die'n), Tuy nhien £(S,>" 0, Vi v~y:
360 I'Jwong phap nghien cuu khoa hoc rrong kinh doanh
E(X,) = £(r;) + £(8;)
1\1h6I~i Iii Var(X+Y+Z) = Var(X) + Var(Y) + Var(Z) + 2Cov(X,Y) +

2Cov(X,Z) + 2Cov(Y,Z). Do do, phucng sai Var(X,) cua X, duoc tinh
nhu sau:
Var(X,) = Var(r, ...S, + R,)

= Var(r.) + Var(S,)+ Var(R,)
+ 2Cov(rIS,) + 2Cov(riR;) + 2COV(SiR,)
Theo giil dinh ella do luong co dien thl thimh phan sai so ng§u
nhlen khong co tuong quan voi so do thuc cUng nhir voi thanh phan
iai s5 h¢ thong:
Cov( r, Ro) = Cov( S,R,) = 0
Do v~y:
Var(X,) = Var(r,) + Var(S,) + Var(R;)+ 2Cov(r,Si)
Nho lai, dQ tin c~y cia rnQt do luang noi len rmrc dQ v~ng rn~t
cua sai so ng~u nhien va trong rno hinh do luong eo die'n khong hi~n
dien sai sO h~ thong (&, = R,), dO tin c~y Iii:
Chuong 10 Cronbnch alpha: Danh gin do tin ci.y thang do 361
Var(X,) - Var(e,)
a" = Var(X)
Vorl!)
=
VariX,)
Vi v~y, mot do luong dar dQ tin e~y hoan roan khi khong c6 S1.)'
hi~n dien ella sai sO ng~u nhien trong do luong:
Var(X.)
~a, =
Var(X()
Khi e6 Sl! hi~n di~n cua sai so h~ thong (e, = S; + R,), dO tin c~y
ella bitl'ndo IlI'cmg X, duoc tinh nhir sau:
_ Val'(X()-Var(R)
Cl'r -
, VariX)
= 1_ V(/r(R,)
VariX;)
Cia Irj Val(Xi) cua mot do luang Xi noi len rrurc do v~ng m~t
ella aI sai so ng~lI nhien va h~ thong, va gia tr] nay duoc tinh nhir
sau':
IChl. Y 6 day Ii)cOng thue tinh gia tri cling nrong II! nhu cOng !h{rc tinh de>
lin e~ytrong truilllS ho-p"lInS m~t sai sO hf thong. Khi viing m~t sai sO h~ thong thi
gi~ tn cua Ihang do trong trltOng hO'Pnay chinh la de>tin e~y cua n6. Ly do la mQt
thang do c6 gia trj hoan loan (- 1) khi n6 do lU'Cmg dung chinh x~c cai n6 clin do;
nghia I~ e...- 0 ~ es • c. - 0 ~ c>= 0 va £.= O.Neu v3ng m~t sai sO h~ thong (~. 0)
thi eM - c.; vi v~v luc n~y Si1\tr] Ihang do chinh Iii dil tin c~ycua n6.
362 l'lllrcmg phap nghien crru khoa hoc trong kinh doanh
Va/(X.) = Vor(',,)
, Vor(X;)
= I VareR,) + VarCS,)+ 2COV('iS,)
Var(X/)
Vi v~y, mol do luang dat gia tri holm toan khi khong co S\f hi~n
di~n ea sai sO ng~u nhien va sai so h~ thong trong do hrong:
Var(R,) = Var(S,) = 0
=> 2Cov( TIS;) = 0
=> Va/(X,) =I Vor(R,) + Var(S,) + 2COV(T!S,) ,. I
Var(X,)
Tu d6 chung ta nh$n thay Iii khi v1ingm~t sai SOng~u nhien th)
dO tin c~y cua mOl do luong b5ng 1 (tin c~y hoan roan) nlumg gia rri
cua no c6 the' b~ng 0 (khong co boia tr] gi cal neu Var(S;),. Var(X,),
nghia In toan bl;>bien thien cua Xi chinh la do bien thien cua sai so h~
I·hong.Tuy nhien khi do luong c6 gia tr] b~ng 1 (hoan toan c6 gia rri,
do ILI'emgduoc chinh xac colican do) thl do
tin c~y cua n6 b~1buoc
phili bAng 1, nghta la Var(R,) phai bing O.Vi v~y, do tin c~y la di'eu
can nhung chua du de'rho mol do luong co gia tri.
De'minh hoa cho van de ve gia tr] va do tin c~y, chung ta xem
xet vi du sau day (Hlnh 10.1). Chung ta b~n ten vao mot muc tieu
(b~n nhfeu ran). Trong Hinh 10.la, cac mui ten chung ta b~ rai rae
kh3p moi noi va ciing khong trung vao dich can bfu. Nhir vay cluing
khong d(_ltduoc gill tr] (giong nhir trong do luong, chung khong do
duC)'c cai din do). Hon nira, cac mui len nay rbi rae kh3p moi noi.
Nhu v~y, chung ciing khang dat duvc do tin c~y. Trong Hmh 10.1b,
cac mu. ten chUng ta b~ (b~ nhieu Ian) deu I~p trung vao m{>1chit
nhtmg I~ch vai dich din b~. Nhu v~y, chung ta dat dircc d{>tin c~y
(Ian nao cung gan nhu nhau, nghia la cac diem den cua miii ten
do
chung ta b~n nrong quan voi nhau rat manh nhu cac bien quan sat
cung do ILrong mOl khai ni~m nghien ciru]. Nhung chung ta khong
d~t duoc gia trj (vi khong trung dich), Trong Hinh 10.1c, cac mui ten
chung ta b~n hi;li tu xung quanh diem dich (cac mill ten q1.lan h~ voi
nhau r~1'trnanh nhu Irong mrong hop Hinh 10.1b, va lai trung vao
dich din b~n). Nhir v~y, trong truong hop nay, chung dat ca di;l tin
e~yIan gia trj,
Hinh 10.1. Ghl ITjva lin ciJy

•. KMn.~tin c~y ", Tin c~yIIhll1t8 c. Tin ct/y
v.l klrOngc6gld Irj khOng ccl gil; tTl va ccl gin Irj
Ngu'on: Sable (1986, 113)
Trong do luong khai ni~m nghien ciru, lay VI du, chung ta co

hai thang do hrong XA va Xu cho hai khai ni~m nghien ctru A va B.
Cia SLY XA duoc do IU'Ongb~ng 5 bien quan sat (ky hieu tir V'l den VS)
va XB duoc do ILrong b3ng 4 bien quan sat (ky hi~u tit V6 den V9).
Cia SLr neu cac bien trong thang do XA c6 tlrang quan vai nhau ral
manh thi khi tinh do tin e~y bAng h~ so Cronbach apha, thi h~ so nay
r5t 16n. DiCu nay c6 nghia la thang do XA dung de do khai niem A c6
di;l tin c~y (6 diiy Iii rinh nhal quan ni;li t~i) rat cao. Tuy nhien, dieu
nay chua kh~ng dinh dU'Qegia tri ella n6 (lay vi du, gia tri phan bi~t;
xem Cheong 11). Cac bien do luong ella A c6 the vira co nrong quan
cao voi cac bien khac cung do llIOng A nhung no cling c6 the' co
Phll'cmg phap nghien cuu khoa hoc rrong kinh doanh
-ao vol cac bien trong thang do Xudung de do luong B, UlY vi

du, bien XI co urong quan cao voi X2,>G, X" va Xs (cung do hrong A),
nhirng bien do luong XI nay cung co the' co luang cao voi Xs ho~c X7,
vv, lrong thang do Xu, Nhu v~y, no se khong dar duoc gia tri phan
bier v6i thang do luang Xu.Neu truang hop nay xay ra, thl thang do
do
XA dat dLTQc tin c~y cao, nhung gia tr] ella no khong dat,
4. Tinh h~ so tin c~y Cronbach alpha bing SPSS

De' tinh Cronbach (X cho mOt thang do thi thang do phai co toi thieLl
lil ba bien do hl'ang. H~ so Cronbach u co gia tri bien thien trong
khoang [0,11. ve Iy thuyet, Cronbach a cang cao ding tot (thang do
ding co dO tin c~y cao). Tuy nhien dieu nay khong thuc Sl,f nhir v~y.
H~ so Cronbach u qua lon «(1. > 0.95) eho tha'y eo nhieu bien trong
rhang do khong co khac biQt gi nhau (nghla lit chung cong do lu'ong
mOl n(>i d Ling nao do cua khai niem nghien ciru. Hien tl1'9'ng nay
dll'qC goi IIIhi~n hrQ'ng trl1J1S l~p trong do llrang (redundancy).
CUllS dIn Chll y them III 1110hinh do luong ket qua dua !Ten
nguyen t~c trung I~p (redundancy principle; OeVelJis 2003). Cac bien
do hrong dung dll' do luang cung mot khai niem nghien ciru !len
chung phai c6 tuong quan eh~t che voi nhau. Vi vay, khi kie'm tra
tlrllg bien do luong chung ta Sll' dung h~ so nrong quail bien tong
(item-total correlation). H~ so luang quan nay duoc tinh nlur sau:
Trang do ,;, Iii h~ sO nrong quan bien-tong (ella bien do luong i

nao do) voi tong k bien do luang cua thang do, Chu y Iii tong k bien
do Ilrang trong do co bien i. Chu y Iii SPSS su dung h~ so nrong quan
bien-tong hi~l1 chinh (corrected item-total correlation). H~ so nay lay
Cheong 10. Cronbnch alpha: Danh gin dl) tin c~ythang do 365
tuong quan cua bien do lU'tmg xem xet voi tong cac bien con lai cua
thang do (khong tinh bien dang xem xet). Neu mot bien do luong co
h~ so tuong quan bien long (hi~u chinh) ::<: 0.30 thi biet'l do dar yell
cau (Nunnally & Bernstein 1994).
Tuy nhien, neu chung trung I~p hoan toim (r = 1) thi hai bien do
luong nay th~t 5\r chi lam mot viec, va chung ta chi din mot trong hai
bien la duo VI v~y, mot thang do cO do tin ~y tot khi n6 bien Ihien
trong khoang 10.75-0.95)2.Neu Cronbach (.(2: 0.60 Iii thang do c6 the'
chap nh~n dUQC vc m~t do
tin ~y (Nunnally & Bernstein ]994).
Dc' tinl; h~ so Cronbach (l b3ng SPSS chung ta thuc hi~n
nhir sau:
Anlllyze -+ Scale -+ Reliabilil'y Analysis: (11meric bie;1 do

II"cmg vito I) items -+ OK: c1l1ing In nhfjll dU'IlC kel qlui LiJgin tri
Cliff a.
Nell chung ta muon oiet mot so tham so thong ke cua thong do,
din thvc hi¢n ~icpnhusau:
Analyze _, Scale _, neliability Alla.lysis: dira eac hieil do

lucmg vito 0 items -+ Statistics -+ I1hfi"r1chuqt ITili viw Means,
Variallces, VV, lIeLI c1l1ing ta muolr bin thong k€ 1/10 la. NIUlil
cJru§/ Irai vito Sea Ie if item Deleted de' hiet cae tham so ala
tllallg do k/ri bOdi 11191 bii!lr llilO d6 trong thong do, v-....
, ~ OK.
, Cong ehu y them Iii nh.mg ron sO neu ra eho tuung quan bien-tong hay
Cronbaeh alphe m~ng tinh chat kinh nghi~m va khuyen dung. chung khang cO
nghia b~t bu<}cdung nhu v~y.
Vi du 10.1. H~ sl) Cronbach alpha eho thang do dan hU'Ong

Trong nghien ciru ve tinh vi chung tieu dung (consumer
ethnocentrism), Nguyen & ctg (2008) do luang Tinh vi chung tieu
dung bing 6 bien do luong voi thang do Likert 5 die'm, voi 1: hoan
roan phan doi, va 5: hoan loan dong y (Bang 10.1).
De' danh gia 5(} bQthang do, cac tac gia nay Slr dung mot nghien
ciru 50 bQ v6i milu 120 ngum tieu dung tai TPHCM, va ket qua
Cronbach exdo SPSS xu Iy dircc trlnh bay trong Bang 10.2.
Bang 10.2.Thang do khai ni~m TI1I1,vi cluing tieu dung»

Ky hi~u Ph;\1 bi"u (bi"n do luong)
VOl ChuOng rnua Mng nh~p ngo~i khong Iii hanh vi d(mg d~n cua
"guoi ViQINom
Vo> UnS hi>rnua hlmg nh(\p ngoai 111gop phan lam mQI so nguOi Vi~t b]
1T1at vi~,c
V.. NgU'oi ViCt Nom chan chinh luon mua hang san xuS't I~i Vi~1 Nom
V., Mua hang nhSp ngoai chi giup cho nuoc khac lam giilU
V,. Mua hang nh~p ngo~i gay ra tO'n h\li kinh doanh cua nguoi trong
nUCle
V(J(, Chung ta chi nen mu hang nh~p ngo~i khi n6 khong the san xuat
duoc trong mroc
Chuong 10. Crcnbach alpha: Danh gin do lin c~y thang do 367
Bang 10.2. Ket qua phfin philn rich Cronbach alpha cho thang do
khal ni~m tinh vi chung tieu dung
l3it!n Scale mean if Scale variance Corrected item- Alpha if
item deleted if item deleted total correlation item deleted
V., 13.9917 18.3613 .4363 .6853
Vf1J 13.7083 15.8386 .5929 .6332
Va> 14.0000 17..1454 .4867 .6699
Vo. 1).6250 16.3204 .5766 .6403
V", 13.6917 17.9125 .4384 .6844

V,. 12.6500 20.2126 .1997 .7521
RELIABILITY ANALYSIS - SCALE (ALPHA) N oi cases = 120

Reliability coefficients: 6 items; Alpha - 0.7189
Chu oj den kel qua chung ta thay: Cot thtr hai biell di~n trung
blnh tbang do, d6 til trung binh cua tat ca cac bien do Iuong con h)i
(scale mean if item deleted), nell bo di bien dang xem xet, Vi du, neu
loai bien VOl thl trung binh thang do ti! 13.99. Cot thLr ba lit phirong
sai ella thang do nell loai bo bien dang xem xer, Neu chung ta loai bo
bien VIII thl phuong sai ella thang do Iii 1.8.36. Cot thu' tU' ta h~ so
nrong quan bien-tong hi~u chinh. Vi du he so wong quan bien-tong
(tuong quan giua VOl v6i tong phan con lai (VU2-) V06) la 0.436. Cot
euoi cung 111 h~ so Cronbach alpha neu loai bien dang xem xet. Vi du
neu loai bien VOl thi Cronbach alpha cua thang do Iii 0.6853, nghia III
Cronbach alpha ella thang do ban etau (eo VOL) III0.7189. Bay gio, neu
loai VOl thl Cronbach alpha giam xuong eon 0.6853.
M{>I diem din chu y " ket qua nay la bien V.,.. Bien nay co h~ so
luang quan bien-tong (hi~u chinh) Ii! 0.1997. H~ so nay nh6 han
nhi'eu voi yeu cau (~ 0.30). Vi v~y, ve m~t sO li~lI thong ke, chung ta
din loai bien nay. M{>t van de d~t ra la eo nen loa] bien nay khong.
Loai hay khong khong chi don thuan nhin vao con so thong ke rna
368 l'hU'ang phap nghien ciru khoa hoc rrong kinh doanh
con phai xern xet gia trj nQi dung cua khai niem. Hay noi each khac,
neu loai bien nay, ve m~1 thong ke thi Cronbaeh alpha tang IiI' 0,72
len 0.75 (tOI hem). Tuy nhien neu loai bien nay ma khong' vi pharn gia
tr] nOi dung cua thang do, nghia la nhiing bien con lai v~n do III'Ong
oay Oll nOi dung cua khai ni~m nghien cU'U thi chung ta nen loai,
Nguyen & ctg (2008) dil lam dieu nay vi loai no khong vi pharn
nQi dung cua khai ni~m. Khi loai bien VfJ("neu muon biet them cac chi
so thong ke cua thang do, chung ta can phai thuc hi~n phftn tich
Cronbach ex Ian nfra cho cac bien do luong con lai. Neu khong can
xem xct cac chi so thong ke do, chung ta khong can phan tlch
Cronbach ex vi phfin rich fan dau chung ta ail c6 h~ so Cronbach ex khi
lo~i bien VII. r'Oi,Tuy nhien, gia slr chung ta loai nhieu bien hem (vi du
hai bien), chung ra b~l buoc phai phfin rich Cronbach CJ. Ira lai vi luc
nay ket qua SPSS cho Jan phan tich Cronbach ex cnlu khong cho
chung ta ket qua Cronbach CJ. khi loai tLrhai bien tra len.
Trong truong hop loal bien bi vi pharn nOi dung thi chung ta
khong nen lo~i vi Cronbach alpha 0,72 Iii dat yeu dill roi. Khang nhat
Ihiet phai lam t!lng no len ma hy sinh mOt gia rr] quan trong hon, do
la gia tr] nOi dung, Day Iii van de ma cac nha nghien cuu chua kinh
nghi~m (vd, nghien cuu sinh) din chu y. Nhirng con so thong ke la
nhu'ng con so thong ke, chung khong co y nghia neu nhir khang ggn
vao Iy thuyct nao do,
Vi dt,tl0.2. Cronbach alpha eho thang do da hurmg

Nguyen (2007) do luong khai lu~m Dinh hrwllg h9C hoi (learning
orientation) dua theo thang do cU3 Sinkula & etg (1997). Khai niem
djnh hvong hoc h6i la mOt khai ni~m da hll'6ng bao g'Om ba thanh
ph'lln: Cnm kit lr{Jc Iroi (commitment to learning), Chin Sf flilll nhin
(shared vision), va Xu Iruilllg 'horing (open mindedness). Thang do
Dinh hirong hoc h6i bao g'Om 11 bien do lll'(mg. Thanh phan Cam ket
hoc h6i du(,Ycdo Itrang b~ng bon bien, th~lnh phan Chia SI! tam nh\n
Chuang 1U. Cronbach alpha: Danh gi~ 09 tin c~y thang do 369
duoc do luong b~ng bon bien va thanh phan Xu huong thoang dLf<;7C
do hrong b~ng ba bien do luang (Bang 10.3).

Dua vao nghien ciru voi m~u 306 doanh nghi~p tren dia ban
TPHCM, Nguyen (2007) tinh duoc dO tin c~y rna ba thang do dung
dc' do luang cac thanh philn ella khai ni~m Dinh huong h9C hoi, Cam
kct hoe hol, Chia se fam nhin va Xu huong thoang, theo thIT [l,I' 13
0.84, 0.82 va 0.81.
Nhu v~y, chung ta din rou y Iii do tin e~y, () day duoc drum giii
thong qua tinh nhat quan nISit{licua cac bien do luang, va cong Cv Slr
dung Ii! h~ sO Cronbach a. H~ so nay duoc tinh eho cac khai ni~m
dan huong, MQt khai ni~mda hlICmg la mot t~p gom nhi'eu khai
ni~111dun hU'ong va cac khai ni~m don huong nay phan bi~t nhau
(dat duoc gill tr] ph un biOt, trinh bay trong chuong saul. Vi. vSy, voi
cac khai 11i~mda huong, khi tinh h~ so Cronbach n, ChLlI1gta ph,;i
tinh cho tll'l1g thanh phan. H~ so nay se khr)llg co y nghin nelr c/llJng ta
iinh cflllng /IIpl gil; tri Cnmhaclr a cho tii't ca cac thanh phan ella khai
ni91'11da hU'&ng hoy cho nhi'eu khai niem don huong,
Voi thang do djnh hU'cYnghoc hoi tren day, chung ta phai tlnh
Cronbach (l cho tirng thanh phan rjeng le, vi du thanh phan cam kel
hoe hoi chung ta xcrn xet tinh nhat quan n9i tai cho bon bien (VOl ~
V.)!) do Iu'ong thanh phan nay. Tuong tv nhu v~y roo hai thanh ph'iin
con lai. Chung ta khang the' tinh Cronbach a eho ca thang do nay
(bao gom J I bien do luong), Ttrong tv nhir v~y khi tinh Cronbach Cl
cho nhieu khai ni~mkhac nhau trong mot mo hlnh nghien cuu:
Cronbaeh a. chi eo nghia cho tlmg khai ni~m don hu6ng trong mot
rno hlnh nghien roll.
Bang 10.3. Thang do khai ni~m Dinh hinrng hoc hoi

Thanh ph1i,,: Cam kl!l hqc h6i: a a .84
v"" i..anh d~o cOng ty C'O ban dung y Iii kha nang hoc hoi lil diem theo ch51 de lao ra
IQi Ihe' canh tranh eho cOng Iy
V.., Hoc hoi III m91trong nhung diem then (hOt t~o ncn gia Irj cho cong ty
Vm: Cong ty cho rAng hoc hoi Iii dliu N, khllng phai Iii chi phi
V.. : Hoc hoi iii mOt yeu to de cling ty ton tai
Thanh phan: Chia se tlim nhln: a = .82

V..: C6 sIr thong nhSt vt' muc tieu trong cong ty
\1, .. : C6 51,! nh5t tei cao gll.a ~acphang ban ve huong di cua cling ty
\1111: Tilt c5 thanh vien trong cong ty chung toi elmg theo duoi rnuc tieu cua cling ty
V,~:Tat c.i cac thllnh vien trong cong ty deu xern ho Iii nhimg c9ng SIr dlin dllt cong
ty eI~t dvoc muc tieu
Thanh phlin: Xu )mang tho.lng: a· .81
\I",: Chung toi luOn mong I11U511 I1h~n duoc phe binh ve each nhin ve thj tn,cmg
cua rnlnh
\110: Thanh vicn Irong dlng Iy I1h~n r6 riing each nhln v€ thi tmb-ng cuo h() can ph.i
duoc li~n tuc xem xct, d;\l1h gia I~i
VII: ChilllB toi luon danh gi" lai IlhL'mgI~ch lac cua minh khi di~n gi<iithong tin thi
Imang
Chuong IU.Cronbach alpha: Oanh gia d{j tin c~)' thang do 371
TOM TAT CmJONG 10
Chuong 10 nay gi6i thi~u ve phuong phap danh gia do tin c~y
cua do luong.
Sai so do IlYOngbao gom (1) sai sO h~ thong va (2) sai so ngilu
nhien. Sai so h~ thong lit cac sai sO tao nen mot chech eo dinh trong
do luong. Sai so ngllu nhien la cac sai so xay ra mang will ngil.u
nhien. Mot do h.l'angco gia tr] neu no do luong dung duoc cai din do
luang, nghia lit do luang do vling m~t ca sai so h~ th6ng va ngilu
nhien.
Theo Iy thuyet do luong cO dien, 56 do cua mot bien do
hrong X, bao gom so do rhuc T, (khong biet du'oc) va sai so
ng5u nhidn e, (v~ng m~t sai 56 h~ thong). Do luong eo dien tuan
thea cac gin djnh: (1) £(&,)=0, (2) Cov(ri,b',) =0, (3) Cov(&nc/)=O,
va (4) COV(T/.ell = O.
Trong mo hlnh do Itrang co
dien, co
ba dang do luang, (1) song
hanh, (2) 't ruong duong, va (3) tong quat. Do hrong tong quat 111
dang tong quat nhat trong ba dang do luong ella mot bien quan sat.
Do tin e~y a.l. ella bien quan $~t X, duoc dinh nghia la phan
phuong sai ella so do chung ta de ducc Xi (so do chung ta co) duoc
gilli rhlch boi phan phuong sai ella so do thuc T, (chung ta khong
biet) cua n6.
H~ so Cronbach alpha 111 h~ so Slr dung pho bien de danh gi<idQ
tin e~y (tinh nhat quan noi t~i) ella thang do song hanh va t nrong
duong. Chu y Cronbach alpha la h~ so do luang do tin e~y cua thang
do tong chu khong phai la h~ sO tin e~y eho rung bien quan sat.
Ly thuyetdo luang co d_ie'nco the'dugc bo sung sai so h~ thong
va luc nay, mol do hrong d<,ltdO tin c~y hoan toan khi khong c6 51,1'
372 I'hul1ng pMp nghi1!ncuu khoa hoc lI'ong kinh doanh
hien di¢n cua sai so ng~u nhien trong do hrong. Mot do hrong eo gia
so
lrj khi v~ng m~t cua eolsai ng~u nhien va h~ thong.
Khi vilng m~t sai so ng~u nhien thi dO tin c~y cua mi;lt do luang
b3ng d~t cue d~i (b3ng 1) nhung gia tr] cua no co the b3ng O. Tuy
nhien khi do IU'ongc6 ghi trj b3ng 1 thi b3t buoc do tin ~y bilt buoc
phal b3ng 1. VI v~y, do lin ~y IiI ctieucan nhung chua du de cho mot
do lueng c6 gia trio
Chuong 10. Cronbach alpha: Danh gia dO tin c~y thang do 373
CAU HOI ON TAP v); THAo LUA,N CHl10NG 10
1. Cho biet cac d\lng sai so trong do luang va cho vi du minh hoa?
2. Ly thuyet do luang co dien doi hoi nhl'mg gift djnh gi? Nhi"mg gia djnh
d6 co Y nghia gl trong thuc ti~n do luong cac kh3i ni{!m nghien ciru?
3. C6 bao nhieu dang do luang? Cho biet nhung rang bUQc (gi<idinh) cua
tung dang va y nghia cua cac rang buQc nay trong thuc ti~n do Itrbng
khai ni~m nghien Clru?
4. Cia trj va do tin c~y cua do luang co moi quan h~ v6i nhau nhuthe'
nao? Cho vi du minh hoa?
5. I J~ so tin cQYnoi len d~c diem gl cua thang do? Cho vi du minh hoa?
6. Cho biet S\I' khnc nhau giCragia I'rj va do

tin c~y cua do luang khi v~ng
co
mM (1Ile, hinh do IU'ong dien) va co mi'it (ma hlnh bo sung) cua sai so
h~ thong?
7. Cia trj phan anh d{le diem gl cua thang do? Cho vi du minh hoa?
8. H~ so Cronbach alpha do luong cai gl cua thang do? Nci duoc str dung
cho 10(lithang do nao?
9. Nhll nghien clm A, trong mot nghien clru ella minh tai Vi{!t!"am, danh
gia thang do do luang ba khai niem nghien clfU sau day:
a. Tinh I\lc quan cua nhan vii'n (ky hi~u Iii LQ)
b. Tlnh kien dinh cia nhan vien (ky hi{!u Iii KD)
c. Kel qua cong vi~c cia nhan vien (ky hi~u IIIKQ)
374 Phuong philp nghHin cuu khoa hoc trong kinh doanh
Tinh lac quan ella nhsn vien (LQ) diroc do luang b~ng 4 bien
quan sat; tinh kien djnh ella nhan vien (KD) duoc do luang b~ng 5 bien
quan sat, va ket qua cOngvi~cella nhan vien (KQ) duoc do luang b3ng
6 bien quan sat, Slr dung Cronbach alpha de danh gia do tin c~y cac
thang do tren, nhll nghien cuu A quyet dinh loai 1 bien quan sat trong
thang do LQ va loai 2 bien quan sat trong thang do KQ. Hay cho biet
nhung Iy do nao c6 the' dan den vier loai b6 cac bien do luang d6?
2, Nhll nghien ClI'U B, trong m{)tnghien ceu ella minh tai Viet Nam, danh
gia thang do dung de do luang dong co hoc t~p cua sinh vien (ky hi~u
Iii OClIT). Thang do nay bao gom 5 bien quan sat (ky hi~u hI 01 den
05). Khi danh gia do tin e~y bfulg Cronbach alpha, nha nghien ctru B
thay ket qua Cronbach alpha cua DCHT nhu sau:
Tnt ca cdc bien do luong DCHT c6 h~ so tuong quan bien tong

so
dat yeu c'i,u (> a.3) va h~ Cronbach alpha cling dat yell diu (a 0.7).
Tuy nhi~n, nell b6 bie" D5 thi he so Cronbaeh alpha ella thang do nay
tang Ilr a.7 den a.S.115y cho biet nha nghien ciru c6 nemloai bien D5 de'
tang h~ so Crcnbach alpha cho thang do nay khong? Nell loai, vi sao?
Ncu khong, vi sao?
Chuong 10. Cronbach alpha: Danh gia d(>tin c~y !hID1S do 375
T A.I utu DOC THEM CHlfONG 10
Zeller AR & Carmines EG (1980).Measurement ill/lie Social Science: Tile Link

behveell Theory alld Data, New York: Cambridge University Press: Day la
quyen sach rat hay va rat co ban ve do luong trong khoa hQCxii hQi. Cac
tac gia trlnh bay ro rlmg va d~ hieu ve do luOng. each danh ghi gia trj va dQ
lin c~y cua do hrong, Sach nay rat can thiet eho bat ky ai muon biet ve do
hrOngtrong nghien ctru dinh luong.
Nunnally [C & Burnstein IH (1994), Psydlometric Tlleory. 3'"ed. NewYork:

McGraw-Hili: Day Iii quyen sach kinh dien ve Iy thuyet do IUOngdinh
luong. Sach trinh bay day du hau nhu tat ca cac van de ve do Itrong ke'cis
Iy lhuyet IRT (Item Response Theory) va danh gia do luang. Trong all ban
tan thu' 3 nay, pbuong phap danh gia do luang bltng ph5n tich nhan to
kh~ng dinh CFA (Confirmatory Factor Analysis) cung duoc dira vao.
Michell 1 (1999). Mensurement ill PsycllOlagy: Critical His/ory of n

Met/rodological Concept, New York: Cambridge Uni Press: E>aylil quyel1
sach chuyen khao vc do luong, gi6i thi~u qua trinh ra doi va phat triel1 va
nhirng quan diem ve do luang trong nganh tam Iy hoc. Sach duoc viet &
dang ljch sir, van de duoc trlnh bay rat don gian va d~ hieu. La quyen sach
nen doc cho bat ky ai muon tim hieu ve van de do luang trong tam Iy hoc
noi rieng va trong khoa hoc xii hoi noi chung.
Chuvng 'II. M6 hlnh EPA: Kiem dinh gi<i tr] thang do 377
CIII(ClIIg 11
Md hinh EFA: Kiem dinh gia tri thang do
Chuang nay gi&i thieu cac n(ii dung:
1. EFA vn 111117" 8it! 111Imgdo
2, M6 hiuh EFA
3. Vi d(l drilll! girl thong do biing EFA
4. Ole d(l/Ig phlinlic/I EFA vn {mg dung
5. Dietl kifll de'plllill tlch EFA
6. Dall" gin gin tr] CrIll thang do bling EFA
7. Phlill tielr EFA vui SPSS

378 Phu'O'1'Igphap nghien ciru khoa hQCtrong kinh doanh
1. EFA va danh gioi Ihang do

NhU' dil trlnh bay a Chuong 8, chung ta can danh gia dl) tin c~y va
gia Irj cia thang do truoc khi kiem dinh Iy thuyet khoa hoc, Chuang
10 da giai thi~u phuong phap Cronbach alpha de danh gia dQ tin c~y
thang do. Van de tiep theo 111thang do phai duoc danh ghl gia tr] cia
no. Hai gia trj quan trong cua thang do Iii gia hi hQi tu va gia tri phan
bi~t. Phuong phap phan tieh nhsn to kham pha EFA (Exploratory
Factor Analysis, goi t3t IIIphuong phap EFA) giup chung ta danh gia
hal loai gia trj nay.
Phuong phap phan rich EFA thuQc nhorn phan tich da bie'n
phu thuQc 15n nhau (interdependence techniques), nghia Iii khong co
bien phu thuQC va bit!n dQC l~p rna no dira vito moi nrong quan giua
cac bien voi nhau (interrelationships). EFA dung de rut gon mi)t t~p
k bien quan sat thanh mQt t~p F (F < k) cac nhdn to
co y nghra hon.
Co so cua vi~c rllt gQn nay dua vao moi qUem he tuyen tinh cua cac
nhan to voi cac bien nguyen thuy (bien quan sat). Phuong phap EFA
duoc suodung t'Qng rai trong nghien ciru de danh gi<lsa bi) cac thang
do hrong.
2. M6 hlnh EPA
De' hie'u ro EFA chung ta can hieu ro hanh vi ella cac thanh phan
trong ma hinh cua no, bao gom nhan to (F,), bien do luang (Xi) va
moi quan he giua chung VOl nhau. Dua tren co sa phan rich cua Kim
& Mueller (1978a), chung ta kham pha ba diP hrong quan trong trong
mo hlnh, do Is (1) phuong sai ella bien do luOng X,: Var(X,), (2)
hiep phvong sai giua nhan to F, va bien do hrong Xi: Cov(F"X,)'
va (3) hiep phirong sai giua hai bien do luang Xi va X):
Cov(X.,X,) .
Chuong 11, M6 hinh EFA: Kiem djnh gin tri thang do 379
2.1. Mo hlnh EFA m9t nhfin to

Chung ta xem xet ma hlnh EFA cho mrong hop mot nhan to, day Iii
tnrong hop ella thang do dan huang, nghia Iii nhan to trong rna hlnh
Iii bien tiem a'n dlrC;1C
do Il10ng b3ng cac bien X"X2" .. ,X 1(' Cia dinh
cua ma hlnh Iii bien do 11I'ong XI bao gom hai thanh ph'lin: philn
chung F (common Factor) cho nhi'eu bien do luang va philn rieng V,
(Unique factor) cho bien do luang do:
X, = J..,F + op,
Cia djnh tiep theo ella mo hinh III philn chung F va phan rieng
U di,\c I~p vai nhau va cac ph'lln rleng cua cac bien do luong khac
nhau cling d(lC I~p vCrinhau vi n6 III phan d~c rrung rieng cua tti1'g
bien do luong:
Hlnh LI.l minh 1103 mo hinh EFA mot nhan t6, Quart h~ cua cac
bien do ILr~mgX" Xl'"'' X K voi nhan to F va ph'an rieng U"U" .."V X'
duoc tinh nhu sau:
X, = },F + o,V,
X, = ).,F + o,V,
Nhu dii gi6i thi~u, dehie'u ro hanh vi ella Xi' F, va V, trong mo

hinh EFA chung ta can hie'u ro Var(X;) , Cov(F,Xi) va Cov(X"X,),
380 Phuong phap nghiell ClrU khoa hoc trong kinh doanh
De' don gian nhung khong lam mat rinh tong quat chung ta dung
bien chuan trung blnh (mean-deviated variable), nghla III bien c6
trung blnh bfing 0 nhung phuong sai khac 1.
Nh6 I~i bien chuan hoa (standardized variable) Iii bien co trung
binh b~ng 0 va phuong sai bAng 1. 6 day chung ta sir dung bien
chuan trung blnh (trung blnh = 0 nhirng phuong sai oF 1). De chuyen
mQt bien thanh bien chuan trung binh chUng ta lay bien do trt! cho
trung blnh cia no. Neu chung ta chuyen mot bien Y thanh bien
chua'n hoa Z chung ta lay bien do tru cho trung binh va chia cho
dQ I~ch chuan (standard deviation) cua no, chung ta se c6 bien
chua'n hoa co trung blnh bling khong va phuong sai b3ng 1 (xem
Chuang 9),
Hlnh 11.1. Mo hlnh EFA mot nhan t6
A'I~81-®
A2--lli-82-@
Ngulln: 0\13 Ihco Kim & Mueller (J978a)

Chuong 11. Mo hinh EFA: Ki@'mdinhgia rrj thong do 381
2.1.1.Phuong sai cua bien do luemg X,: Var(X,)

Nh6 I~i ding thue tinh Var(X,). trong do fix, la trung binh cua bien
X" nhu sau:
V(lI'(X,) = Ef{X, - PoT)']
VI X, IIIbien chu1fn trung binh nen P.r, = 0, do do:
Var(X,) = E[(X( - P.r.)'] = E{Xi')

= E[(A;F + b~u,il
= £(A; p' + o;'u;, + 2A;r5,FU,)
Nho I~i mot so cong tlurc tanh ky V!;ll1g E:

E(X+Y+Z) - E(X)+E(Y)+E(Z);
Cov(X, Y) - E (X - P .•• Y -J./t) = E(X,Y), vi fix = Jlt = 0;
va, E(cX) = cE(X), trong d6 c 111h~ngso, cluing ta e6:
Val'{X1) =).;£(pl) + 0/ £(U,') + 2A,t5;E(FU,)

= ).;V(lI'(F) + 8,'Var(U,) + 2A,OiCOV(
F. U, )
VI Cov(F.U,) = 0, cho nen:
V(lI'(X;) = ),~Var(F) + 5,'Var(U;)

382 Phuong phap nghien cuu khoa hoc Irong kinh doanh
N~u chung ta chuan hoa cac bien Xi' F vii Vi (bien co trung
blnh b~ng 0 va phuong sai b~ng 1), luc nay Var(X;): Var(F):
Var (V,) -1, chung ta c6:
Var(X,) = AJVar(F) + o/Var(Vi)

:)';+15/=1
Nhir v~y, phuong sai cia bien do hrong X, cua thang do bao
gcm hai thanh ph'an, ph'an nrong quan voi F: J..;, vii ph''an tuong
quan voi V,: 0.2• Chung ta c6 phuong sai cac bien do luang
X"X2, ... ,X. nhir sau:
Var(X,) = ~ +8,1 = I
Var(X,) = A; +0; =I
Phan ;.: IIIphan chung (communality) va duoc ky hieu Iii Hi.

H/ n6i len phan phuong sai ella X, duoc giai thich boi F. 1/,2 dmg
Ian thl ph'an rieng 0,2 cang nho, Dieu nay co nghla Iiibien X, do dmg
d6ng g6p nhieu cho do luang khai niem tiem an F.
2.1.2.Hi~p phirong sal gifra F va X,: Cov(F,X,)

Nh6 l\li Iii chung ta Slr dung bien chuan trung binh (trung binh = 0),
hiep phirong sai Cov (F,X,) duoc tinh nhir sau:
Cov(F,X,) = £[(F - PF)(X, - Px,)l = E(FX/)

Chuong II, Mo hinh EFI\: Kil!'m djnh gia rri thang do 383
Cling nh~c l{li Iii ma hlnh do hrong cua bien Xi lit

X, = A.IF +o.u" va E(F') = Var(F), chung ta c6:
Cov(F, XI) = E{(F)(J~F + bP,»)

= £().,F' + bIFU,)
= J.,E(F2) + bjE(FU.)
= A,Var(F) + b,Cov(F,U,)
Neu chung ta chwln hoa F va Xi: Var(F) = 1,

Cov(F,X,} = Cor(F,X,), va nho lai F va U, doc l~p nhau:
Cov(F,U,)= 0, chung ta co:
CovCF,X,) = ?.;Var(F) + oiCo\l(F,U;)
= ).;VarCF) = A; = Corr(F,X,)
Tu do chung ta co:
Cov(F,X,) = Corr(F, X,) = A,

Cov(F,Xa) = Corr(F,Xa) = 2a
Cov(X, ,U,) = Corri X, ,U,) = A.,.
Nhu v~y, trong ma hinh EFA chi co mot nhan to, trong so nhdn
to chinh Iii h~ so nrong quan ghia nhan to do voi bien do IliOng Xi'
384 Phu'Ong phap ngh ien cuu khoa hoc trong kinh doanh
2.1.3.Hi~p phuong sai gili'a X, va XI: Cov(X" Xj}
Nh& lai chung ta suo dung bien chuan trung blnh:,tIx,= f.1x,= 0, chung
ta tinh hi~p phuong sai Cov (X"X,) nhu sau:
COI'(X"X,) = E[(X, - f.1t)(X; - f.1x')]

= E(X,Xj}
= E[(}.,F +o,U,)(?,F +o,U,)]
= E(J.,J.IF' + J..oIFU 1+ o,AjU,F + o,o,U,U I)

= J.A E(F')+J.o.E(FU
r ) 1 I J
)+o.}..E(U
' J '
F)
+ 0/5;£(U,U;)
= J.,A,V(lrF + J.,oICol'(F,U I) + o.}.,Cov(U" F)
+ o,o,Cov(UI'U,)
Nh& l~i F va UI doc l~p nhau va cac UI rung doc l~p nhau:
Cov(F,UI) = Cov(UI,F)= Cov(U"U,)= 0, va neu cac bien duoc
chuS'nhoa: Var(F) = 1 va COy (X"Xj) = Cor(X"XI), chung til c6:
Cov(X" X I) = J.,}.jVaJ'F+ AI01Cov(F,U I)

+ O,AjCOV(U"F) + o/5;Cov(U"U)
, ,VarF
= }.}•.
= }.,).j = Corr(X"X,)
Nhu v~y:
COI'(X" X,) = }.,A, = Corr(X"X,)
Cov(X,.X,) = ;,..1, = Corr(X"X)
Chuong 'II, Mo hinh EFA: Kicm dinh gia tTi thong do 385
Tir d6 chtlng ta nh~n thay, nell h~ so

wong quan gil"ra hai bien
do hrong X, va XI cang Ion thl trong so nhan to cua hai bien do
leong X, va X, ding lon. Di'eu nay co nghia la X, va XJ la hai bien
do luong tot cho khai ni~m ti'em a'n F.
2.2. Mti hinh EPA hai nhan 10 doc I~p

Bay gio chung ta xem xel me hinh hai nhan to I', va Fl trong trtrOng
hQP F va Fl dQC I~p nhau: Cov (1'" F,) = 0 (Hinh 11.2).
Trong rruong hop hai nhan to

doc I~p, day Iii me hinh do lueng
hai khai niem don hircng doc laP nhau, F, va P,. Hai khai niern nay
duoc do lvong boi k bien do hrong: X,.X, .....X;, Tuong tv nhtr me
hlnh EPA cho mot nh5n t6, bien do luang X, bao gom hai thanh
p115n:phlln chung cho F, va P, va phan rieng U, ella X,:
Gi<i dinh ella InO hlnh 111cac "han to F, va P, doc laP nhau va
chung cling doc laP v6i cac phan rieng cua cac bien do luong. Cac
phan ri&ng ella hai bien do ILrong khac nhau cung dQC laP v6i nJ13L1:
Tuong t~r nhu truang hQP me hinh EFA mot nhan to, chung ta
din biet: Var(X,), Cov (P. X,> va Cov(X"X,). Chung ta vfm Slr dung
bien chuan trung blnh trong tinh toano
386 Phuong phap nghien cU'ukhoa hoc rrong kinh doanh
Hinh 11.2. M6 hlnh EFA vui hal nh3J116 dQc l~p
------- All ----...I '____;:__.J
Ngulln: Dua theo Kim & Mueller (1978a)

\,
2.2.1.Phuong sal cua XI: Var(X,)

Phuong sal cua X; duoc tinh nhir salt:
Var(X,) = E[(X, - fix,i] = E(X?)

Trong d6:
XI = A.,F., + A.,F, + oU.
I I.. l J
Thay the cac thanh ph'iin cua X, va cong thuc tinh phuong sai
cua n6 chung to) co:
VlIr(X,) = E(X/) = E[()..,F, + J..,Ft +OtJl)t]

= E(J."F,)I] + E[()."F,)1 J + E[(OiUi)lj
...2AIIA.2E(F,F,) + 2J..,o.E(F,U,) + 2i."o;E(F,U,)
= A~,V(/,.(F,)+ ).~,V(/r(F,)+ ~IV(/r(Uf)
+ 2A;,J.i,Cov(F" F,) + 2J..,";Cov(F"U;) + 2)~,o.Cov(F2'U,)
Chuong 11. M6 hlnh EPA: Kiem djnh gi~ tr] thang do 387
Nh6 lai gia djnh cua mo hlnh:
Cov(F;, F,) = CO\l(F;,Vi) = Cov(F"V,) = 0

DO' v~y:
Var(X,) = 2:,Var(F,) + 2:,Var(F1) + o}Val'(U,)
Neu cac bien deu a dang chuan hoa: Var(F;) = Var(V,) = 1,

chung ta e6:
Nhu v~y, ruong tl,l' trong m6 hlnh mot nhan to, phuong sai XI
bao gom hai ph'iln: phan chung cho ca F, (2i,)va Fl V: 1) va phan
rieng V, (0/) ClHI no, Vi va.y chi so phan chung H;' diroc tinh nhu' sau:
Ii'I = ,.t',
,
+ 21,
J.
2,2.2.Hi~p phuong sai gifra F; va X,: Cov(F;,X)

Tiep theo, chung ta tinh hi~p phuong sai gifra nhan to F" lay vi du
F" va bien do Ilrang X,:
Nh6 I~i ding thuc tinh hi~p phirong sai cua tong: Cov(aX,
bY+cZ) - abCov(X,Y)+acCov(X,Z), va Cov(F"F)= Cov(F"Vj),
chung ta e6:
388 PI1U'l1ngphap nghien cuu khoa hoc Irong kinh doanh
Cov( F" XI) = A"COV(F" F,) + A,2COV(F,,F2) + GiCov(F,,VI)

= A,.Var(F,)
Neu F, va X, Iii cac bien chuan hoa: Cov(F;.X,)= Cor(F;,X/)

vii Var(F,) = 1, chung ta co:
Cov(F,.X.) = Corr(F;.X,) = A"
Ttr d6, chung ta c6:
Cov(F;.X,) = Corr(p;,X,) = )'1'

Cov(F"X,) = Corr(F"X,) = 2"
Cov(F2,X,) = Corr(F1,X,) = A,l

Cov(f~,Xl) = Corr(F"X1) = 2,2
Chung ta nh{ln thay trong trirong hop mo hinh EFA voi hai
nhan todoc I~p thi rrong so
nhan to
glUa nhan F, va bien do to
hrong X, v~n la h~ so tuong quan giira nhan to r; va bien do luang
XI d6.
2.2.3. Hi~p phirong sal gifta XI va X,: Cov(X"X,)
Chung ta c6 the tinh hi~p phirong sai gilta hID bien do luang Xi va
XI nhu sau:
Chuong 11, M(I binh EFA: Kicm djnh ghl trj thang do 389
V6i:
XI = A"F, + A'1lF,+ OPT
XI = A"F, + ApF, + O,U,
Chung ta e6:
Cov(X" Xi) = COI'(A"F, + )."F, + O,U,.)./,F, + )."F, + o,U;)

= ).")."COI'(F,, F,) + A").,,Cov(F,.F;) + )~'OJCov(F"UI)
+ A;,..l.I,COI'(F,.F,)+ 2"AJ,Cov(F"F,) + )~/jjCov(F"U,)
+ O,AT'COV(U"F,) + O,J"I1COV(U, ,F;) + o,o,Cov(UI'U i)
Neu nh5n to F, va P, Iii cac bien chuan hoa: Yar(F,) = Val' (F,) c
1va Cov(X"X,) - Cor(X"Xj). chung ta co:
I'll' do:
('ov(X" X,) = Corr(X"X,) = )")"2' + .:1,')"22

COI'(X"XJ) = Corr(X" X,) = A"J", + }")"l2
Cov(X "X,) = Corr(X"X.) = )."A" + 2"2,,
390 Phuong phap nghit111 cuu khoa hoc trong kinh doanh
Chung ta nh~n thay, tuong tv voi me hinh EFA mot nhan to,
rrong me hlnh EFA hai nhan to doc I~p, h~ so wang quan gifra hai
bien do luong X, va Xi la tong cia tich hai trong so: Ail va Ajl cia
X, va X, tren rung nhan to.
2.3. Mo hlnh EFA hai nhan 10 tuong quan

Bay gio chung ta xern xet rna hinh hai nhan to F, va Fl trong tnrong
hop F, va FI c6 rnoi quan h~ vo; nhau: Cov(F" FI)* 0 (Hlnh 11.3).
Hinh 11.3. Mo hlnh hai nhfin 10 c6 tuong quan
Nguon: Dua theo Kim & Mueller (J978a)
Trong trtrOng hQP hai nhan 10 c6 rnoi quan h~ voi nhau, va day
la rna hinh do hrong hai khAi niern dan hU'ang co quan he nhau, F,
va Fl' Hai khai ni~rn nay duoc do Iuong boi k bien do luong:
Xl' Xl' .... Xk• Tuong tv nhu rna hinh EFA cho hai nhan to khong
Chuong 11. M6 hlnh EFA: Kicm dlnh gia tr] thang do 391
quan he nhau, bien do lu'emg X, bao gom hai thanh phan: phfin
chung cho F, VII PI va phfin rieng U,. ella X,.:
Cia djnh ella ma hinh Iii cac nhan to F, va F, phu thuoc nhau:
Cov(F" F1) .. 0, nhung chung doc l~p vai cac phan rieng cua cac bien
do luong. Cac phan rieng ella hai bien do hrong khac nhau cling dQc
J~p voi nhau:
Cov(F"U,.) = Cov(F,.U,) = Cov(U,.,U j) =0
Tuong t1,l' nlur truong hop mf hinh EFA hai nhan to doc J~p,
chung to din biet: Var(X;), Cov(F.X,) va Cov(Xi,Xi}. Chung ta
v5n str dung bien chuan trung binh trong tinh toano
2.3.1. Phuong sai cua Xi: Var(Xi)
De d~ theo dai, chung ta xem xet ma hlnh hai nhan to c6 tU'011g

quan nhau F, va Fl voi mot bien do luong X, nao do, bieu di~n a
Hinh 11.3a.
Tuong h,r nhu trong truong hop rno hlnh hai nhan to doc I~p,
rna hinh do luong bien Xi dUQC bieu di~n nhu sau:
Hlnh 11.3a. MD hlnh EFA: F. va FI vai bie'n do lUCmg Xi
Nguon: Dun thco Kim & Mueller (1978a)
Vl vfiy chung ta se thay cong thirc tinh pheong sai ella X, trong
rnrong hop nay tuong tv nhu trong truimg hop hai nhfin to dQc I~p:
Vur(X,) = E[(X/] = £,[(,1/1 F, + A'lFz + o;UI )1]

= £[(,1" F,)1J + £[(A;, F, »)2 + £[(O;VI)1)
+ 2A;,A;I£(F;F2) -I- 2A"o;E(F,U;) + 2A;,O;E(F2UI)
= A;,Var(F, H A~IVar(F,) + o,LVar(U,)
+ 2A11A11Cov(l~~) + 2,1"0ICOV(F,V,) + 2?;lO,COV( F,U,)
Tuy nhien, bay gio Cov (J~,F2)'" 0, nhung Cov (F"Ui) ~
Cov (FI,VI)= 0, chung ta co:
Neu F, va PI va U, la cac bien chuan hoa: Cov(F"F,)=

Cor(F"P,) va Var(F,)= Var(P)= Var(UI) =1, chung ta c6:
Chuong 'I'I.:vIa hlnh UPA: Ki&'m djnh gia trj thang do 393
Va h~ 55 phan chung 1-1,' cua bien do luang X, duoc tinh nhu

sau:
2.3.2. Hi~p phurmg sOlicua F, va X,: Cov(F"X,)
Tiep thco, chung ta tinh hi~p phuong sai giu'a nhan to. "i du ~, va
bien do Juong X, nhusau:
ChLI Y trong [I'u'ang hop nay Cov (F" FI) '" 0,
nhung Cov (1'; ,U,) - 0, chung ta co:
C'OI'(F" XI) = A"COV( F" F,) + A"COV(F" F2) + OiCOV(F"U,)

= A"VIII'(F,) t- A"COV( ~, F;)
Nell F, Iii bien chua'n h6a: COI'( F" FI) = Cor( F" F,) = rF,f va
Var(F,) -1, chung ta c6:

Ket qua nay cho thay trong truong hop mo hlnh EFA voi hai
nhan to phu thLlOcnhau thi h~ so tuong quan giira bien XI voi nhan
t5 F, bay gio khong phai chi Iii trong 55 nhan t5 giiTa XI va F, nhu
rrong truong hop hai nhan t5 doc I~p nira rna con them thanh philn
hrong quan ella hai Man t5 (AnrF,I,)'
2,3.3.Hi~p phoong sai giiia X, va X,: Cov(X"X)
Dc tinh loan hiep phuong sai cua hai bien do hrong X, va X I mung
ta bO SLIng mot biC'n (X,) vao mo hinh (Hinh 11.3b):
Voi:
X, = AIIF, + ,1,'lF; + O,U,
X; = A/lF, + A,zF, + su,
Chung ta c6:
COI/(Xt' XJ) = Cov(,1,ilF;+ )."F, + O,U,.A"F; + ,1.,,1'; + o,U I)

= AIIA"Cov(F;, F,) + Ail AilCov(F, ,F,) + AilOjCOV(F"U ,)
+ A'lA"Cov(F2> I~)+ A'IlA;,COIl(F"F,) + A"ojCov(F"U,)
+ o,2J,Co)/(U"F,) + 0i,1,ilCOV(U"FJ + °iOjCOV(UpU,)
Chu oj III bay gioCov(F"Fj) .,0.

Tuy nhien, Cov(F"U,)= Cov(U"U,) = 0, chung ta co:
Cov(X" X,) = A"A"Var(F;) + A,,J"l,Var(F;)

+ (A,')"l2 + A"A.")Cov(F,,F,)
Chuong 1'L M6 hlnh Er 1\: Kie'm dinh gia trj lhang do 395
Hinh T1,3b. Mo hinh EFA: r~,F, va hai bien do luimgX, va x,
Ngu'On:Ova lh~()Kim &. Mueller (19780)
Nell nhill1 t5 F, va F, la cac bien chuan hoa:

Var(F,) =Var(F1) =] vilCov(F"F;)=Cor(F"F),chimgtaco:
Cov(X"X,) = Corr(X"X,)
= ~,~, + ~2~2 + (,t'J~2 + ?~2?"2,)IF,F,
Nhu v~YI eung ruong t~rvoi rno hlnh EFA hai nhan t5 Goe I~PI
trong rno hinh EFi\ hai nhan to phu thuoc, h~ so tuong quan gili'a hai
bien do luong X, va x/ la tO'ngcua tich hai trong sO': )'/1 va A-/I ella
X, va X, tren timg nhan to cong them thanh phan tao ra tir luang
quan gili'a hai nhan to nay.
Tuong tv nhir v~y, chung ta eo the tinh hi~p phirong sai ella hai
bien do luang X" X I bat ky nao do trong mo hinh. Va, cung tuong
tt, nhir v~y, chung ta co the' tinh roan Var(X,), Cov(F"X,> va
Cov(X"X,> cho cac rno hinh EFA co nhieu nhan to (F > 2) c6 hay
khong co nrong quan voi nhau.
396 Phuong phap nghiCn ein" khoa hoe trong kinh doanh
Trong thuc nan nghien cuu, de nhsn t6la cac khai ni~m nghien
cuu (bien tiCm an) trong mot rna hlnh nghien cuu. VI v~y, chung
thuong co nrong quan voi nhau. Cac mo hlnh EFA khong co tuong
quan vai nhau la cac rno hinh cia dUQ"C xoay vuong gee (gi6i thicu
trong cac phan tiep thea).
2.4. Ma tr~n EFA

Trang phan tich EFA, chung ta co hai rna tr~n quan trong de xem xet
khi danh gia cac thang do, do la rna tr~n cac trong so
nhan to (factor
pattern matrix) va rna tr~n cac h~ 56 nrong quan (factor structure
matrix). Khi cac nhfin to khong co quan h~ voi nhau thl trcng so nhan
to giCra m{>tnhan to va mot bien do luong Iii h~ so
nrong quan gifra
hal bien do. Cung chu y them Iii trong so
nhan to 13tac dong cua khai
ni~m nghien cuu vao bien do luong. Nho lai trong mo hinh do Ilrang
ket qua: khai niQm nghien cuu (bien trem an) lil bien nguyen nhan va
bich do luong 121bien ket qua.
Nh~c Ii)i 111mot bien do hrong X, duoc bieu di~n 6 dang to hop
tuyen tinh (linear combination) ella phfin chung (chung cho tat ca cac
bien do luong) va phan rieng (rieng cho bien do Iu'ong do). VI v~y,
gii:isir mo hlnh do hrcng EFA co hai rlhan to: F, va PI' va k bien do
luong: X"X1 ....,X.' l~p to hop tuyen tinh bieu di~n cac bien do
lu'ong X, nhu sau:
x, = .:!"P, +.:!,2F2 +c,UI

x, = 4z,F, + AuP, + c,U,
X, = A"F, + ;"2~ + ciU,
Chuong 11. Mo lunh EPA: Kiem din" Si~ tr] lhang do 397
Va rna tr~n trc;mg so ella rno hlnh nay co dang nhu sau
(Bang 11.1):
Bang 11.1. Ma tr~nrrong so nhfin to

Dien do Trong so nhan 10 Phan chung Phon rieng
lullng HI U,
F. F,
X, ~11 All HI U,
X, AU H, U,
""
All
3. Vi du danh gift thang do bfing EFA

3.1. Thang do dan hireng: Ill!)t nhan to
Nguyen (20093) uong mOl nghiell cuu ve marketing dia phirong do
luong S~l'th6a man ella doanh nghiep doi voi dia phuong (tinh Ticn
Ciang) v6i thang do bao gcm 6 bien do luong (Bang 11.2).
Bang 11.2. Thang do rmrc de}hai long cua doanh nghiep

X,. Cong Iy loi ho~l dQng c6 hi~u qua t<liTi'en Giang
X,. Doanh thu cio:l cong Iy loi 13ng Imang theo mong muon
Xl. Cong Iy loi <.'Iallqi nhuSn nhu y muon
x •. Chung 16i licp tvc dau tu kinh doanh diU h~n I~i Ti'en Giang
X,_ Cong ty loi si' giai Ihi~u Tlen Giang cho cac cong ty khac
Xe, "Ihin chung, cOng ly chung loi ral hill long ve vi~ dau til"tai Tlen Giang
398 PhU'ong phap nghien cll'U khoa hoc trong kinh doanh
De kie'm djnh
gia rri hoi tv CLIo.. thang do nay, phan tich EFA
duoc Stf dung voi mot m5u gom 396 doanh nghiep t~jTi'en Giang v6i
ket qua do SPSS thuc hi~n duoc rrinh bay trong Bang 1l.3a va l l.Sb.
Kltt qua nay dua vao phep trich PCA (Principal Component
Analysis), mot dang cua phan tich EFA.
Bang 11.3a cho thay c6 mot nhan to trich duoc voi tong phuong
sai trich TVE (Total Variance Explained) Iii 61.49%. Di'eu nay co nghia
la nhan to nay lay duoc 61.49% phttcmg sai cua 6 bien quan sat do
IttOng khai ni~m 51! hai long cua doanh nghi~p. Phan con lai la phan
rieng cua cac biltn do Ittang (Xl ~ X6). Bang 11.3b cho chUng ta
rrong so nhan to (..t,) va chi so phan chung (H,2). Nho Iai la khi chung
ta co mot nhfin to thl Hi = 2~ va trong so nhflll to chinh la h~ so
tuong quan giCranhan to va bien do luang.
I
Bang 11.3a. Nhfin t5 va phuong sai trich

Initial Elgcnval"cg E1t'lraction Sums of Squared Loadings
%o( Cumulative 01<. of Cumulative
F Totnl Variance % Tolal Variance %
I 3.690 61.492 61.492 3.690 61,492 61,492
2 .930 15,506 76.998
3 .554 9,237 86,235
4 .349 5,S23 92.059
5 .296 4,933 96,991
6 .181 3.009 100,000
Bang 11.3b. Ma tr~ nhan to

Bien Trong 55 Ai Hi'
XI .842 .709
X, .837 .701
Xl .763 .:1)'1
X. .n2 .522
Xl .695 .483
X. .832 .693
CI1U'ong '11. Mo hlnh EFA: KWmdjnh gia trj thang do 399
Ket qua tren cho chung ta thay lit cac bien do hrong deu ph'fm co
chung vOi mi;1tva chi mot nhan to'. VI v~y, thang do nay la thang do
dan huong. Han nita, cac irong so l-ibm to Ai deu cao, hay noi each
khac, phan chung 11,1 Ian (ru 50% tra len, trU bien Xj hoi nho hon
50%) hon ph'an rieng VI' Nghia Iii phan phuong sai ella X, tham gia
vao F 16n. VI v~y thang do dat gi:i tr] hOi 11.1'. VI chi co mot nhiin to',
nen chung ta khong xem xer gia trj phiin bi~t. Cling chu y lit EFA
thuong dung de' danh gia so bQ lhang do. Chinh xac hon, chung la
phai Slr dung phan tich nhan to khling dinh CFA.
3.2. Thang do dan hurrng: hai hay nhi'eu nhan t6

Nguyen & Nguyen (2010a) trong mot nghien ciru ve giao due kinh
doanh xay dung khai lli~mmlllg IF'Cgiring vien, mot khai niern cia
huang baa gom ba thanh phan: gidng dIJY, 10'chi«: mon Jr9C, vii IIco'I18
lac lup hoc. Thang do khai niem nay baa gom 11 bien do lu>bng
(Bang 11.4),
Bang 11.4. Thang do nang l\fCglang vien

Giallg d(ly
X.,.GV co kiC'11thl,e sf>uv~ mlln hoc nay
X.,.GV gtang gilli cae viin d~ trong men hoc nay rat d~ hieu
Xm.CV rnon hoc nay chu.anb] bai giang rat ky luong
T6'clllfe IIlIill live

x...M\IC tieu va noi dung mon hoc nay duQC gtang vien gi6i thi~u ro rang
nily dm;" sip xep rat h~ thong
X... NQI dung mon hc;>c
x...Tol n~m r6 duc;>cmuc dich va yeu cau rua men hoc nay
k.GV 111mro ngay tir d'au nhling ky vQng CV mong dQi tir SV khi hoc
mon hoe nay
I Chu y day chu-a phiii 13each danh gi;i dung dAn gill tri hOi tI,I rna can phai
tien h,nh do luimg nhleu ran, ho~c pMi dung CFA.
400 Phuong phap nll"ie" cuu khoa hoc trong kinh doanh
TlIfJ/l8 Me 16p "(lc

X,,,,GV mon hoc nily kich thich SV th1i(, lu~n trong lop
X...T6i thu-ang xuyen thao lu~n voi GV khi hoc mon hoc nay
X,u.GV mon hoc nay luon 1~0'CCI hQi cho SV d~t cau h6i trong lap
xlI,ev mon hoc nay luon khuycn khlch SV dua ra cac y tuong, quan
diem m6'i
Cac tac gia tren Slr dung phan tich EFA de danh gia so be) thang
do nay v6i mot m~u 129 sinh vien clr nhan khoi nganh kinh teo Ket
qua EFA nhir sau cho hai truong hop sau:
1. Slf dung phep trich nhan t5 Iii Principal Component

Analsyis (PCA) v6i phep quay vuong gee Varirnax,
2. Slr d~111gphep trlch nhfin 15 Iii Principal Axis Factoring
(PAr) voi phep quay khong vuong g6c Prornax.
3.2.1. Stl' dung PCA v(Yi Varimax

Khi chung ta dung phU'c.mgphap PCA Irong phan rich EFA, phan
Stl
chung ban dall (initial) Ilion bAng ] va phan trich clIoi cung
(extraction) nh6 hon 1 (Bang l1.4a).
Chuong n. Mo hlnh ErA: Kie'm dinh gia hi thang do 401
Bang 11.4a. Communalities trong PCA

Inilial Extraction
X" 1.000 .797

XIIl 1.000 .776
X.. 1.000 .845
X.. 1.000 .764
x. 1.000 .70S
X... 1.000 .677
X... 1.000 1626
X." 1.000 .636
Xl. 1.000 .566
X .. 1.000 .798
XII 1.000 .769
Bang 11.4b. Total variance explained

F Initial Eigenvalues Extraction Sums of Squared loadings
%of Cumulative %of
Tolal Variance iyo Total Variance Cumulative oft)
'I 5.110 46.456 46.456 5.110 46.456 46.456

2 1.766 '16.055 62.511 1.766 16.055 62.511
3 1.082 9.837 72.348 1.082 9.837 72.348
4 .600 5.456 77.804
5 .540 4.906 82.710
6 .443 4.031 86.740
7 .442 4.021 90.761
8 .318 2.888 93.649
9 .305 2.776 96..l25
10 .2.>11 2.162 98.588
11 .155 1.412 100.000
402 Phuong phap nghlen Cl''Ukhoa h9Ctrong kinh doenh
Bang 11.4c. Componenlmatrix

Component
Cl C2 C3
XOI .713 -.147 -.517
XO! .766 -.038 -.434
Xro .767 -.236 -.448
x.. .719 -.473 .154
X", .668 -.430 .271
XC'6 .606 -.421 .363
Xo7 .677 -.158 .378
XOI! .618 .490 .123
X<l'/ .636 .368 .162
Xu. .690 .SS6 ,'108
XII .613 .626 ,038
Bang 11.4d. Rotated component matrix

Component
To clurc Ttrong tac Giang day
Xm .192 .208 .847
X", .324 .223 .788
Xro .167 .331 .841
Xoo .077 .782 .383
XJI5 .106 .793 .253
X"" .096 .804 .142
X'" .346 .702 .116
XIlI .769 .147 .150
X09 .692 .250 .155
XIO .861 .142 .189
Xu .857 .016 .187
Chuong 1L. M6 hlnh ErA: Kigm dinh gia tr] thang do 403
3.2.2. SUodung PAF vai Prornax

Khi chung ta Slf dung phep trlch PAF voi phep quay khang vuong
g6c (prom ax) Irong phfin rich EFA, phan chung ban dall (initial)
khong bAng 1 nfra vi c6 phan rieng U trong rno hinh (Bang 11.5a).
Toong ~I nhu trong PCA, Bang ll.5b trinh bay phirong sai trich va
so so
rnQt chi liell khac nhtr eigenvalues. Bang II.Sc til rna Ir~ rrong
khi dura quay nhan to.
Bang 11.5a. Communalities
Initial Extraction
Xu, .623 ,634
X'" .630 ,673
X"" .719 ,850

XI)< ,613 ,73'1
XI)!) .523 ,610
X.. ,457 ,519
Xu, .483 .478
Xll3 ,452 .496
X09 .421 .431
X,. .694 ,792
XII .616 .702

404 l'lul'ong phap nghien ecru khoa hoc trong kinh doanh
Bang 11.Sb. Total variance explained

EXlracUon SUJJ'IS of squared Rotalion
lnltlal elgenvalues' loadings
~of Cunlulatlvl' ~of Cumulative Total .i. of
r TOI..I variant" % Tou' variance •• variance
5.110 46.456 46.<lS6 4.756 43.236 43.236 3.431 31.8'16
2 1.766 16.055 62.511 1.423 12.939 56.175 3.605 33.457
3 1.082 9.837 72.348 .737 6.698 62.873 3.738 34.697

4 .6()() 5.456 77.81).1
5 .540 4.906 82.7l0
6 .'143 4.031 86.740
7 .442 4.021 90.761
S .318 2.888 93.649

9 .305 2.776 96.425
10 .238 2.162 98.588

II .155 1.4'12 I ()O.()(~)
ChLI Y 11.1
v) chung la Slr dung phep quay khong vuong g6c nlln
rna trQn nhfln to sau khi quay co hai dang: Pattern matrix (Bang
11.5d) la rna lr~n cac trong so nhan to (2;), va Structure matrix (Bang
11.5e) 111 rna tr~n h~ so tuang quan giu'a bien Xi va nhan to F,.
Chung ta cung Ulay 111PAF trich duoc ba nhan to ruong u"g v6i ba
thanh phan cua thang do nang luc giang vien (Bang ll.5d): giang
day, to chuc mon hoc, va tuong tac lap hoc,
Ch"OI1I; 11. M6 hlnh UPA: Kicrn djnh gl~tr] Ihang do 405
Bang 11.Se. Factor matrix

Faclor
Fl F2 F3
XOI .690 ·.138 -.373
X" .745 -.045 .340

X., .ns -.254 -.430
x.. .705 -.437 .208
X.I\ .639 -.363 .263
X.. .568 -.333 .294

X. .629 -.114 .263
XI!! .576 .396 .084
X ... .585 .284 .093
XIO .685 .557 .111
XII .598 .587 .028
Bang 11.Sd. P"ItCI'll matrix

ractor
Tuong tac To clurc Gio\ng day
XI,I .022 -.009 .79J
Xt:;l .151 -.016 .745
XI' -.082 .().16 .930

X,., -.090 .799 .135
X,, -.023 .779 .017
X". -.011 .761 -.060

x..r .230 .605 -.057
x... .677 .050 .010

X," .568 .140 .033
X.. .899 .012 -.1l27

XII .865 -.130 .037
406 I'huung phap nghien elm khoa hoc trong kinh doanh
Bang 11.Se. Structure matrix

Factor
'l'uong tac 1'6 chirc Giangd~y
)(0. .412 .499 .796
Xm .516 .51.5 .810
x... .400 .600 .919
X .. .300 .848 .595
X'" .299 .781 .497
X.. .266 .719 .415
Xm .446 .662 .440
X", .702 .329 .379
X", .640 .389 .403
X'v .890 .357 .428
XII .831 .243 .386
Bang 11.5f. Ma tr~n nrong quan: thang do nang lIfe giang uien
x.. x.. x" x.. x... x.. x" x.. x.. X'(1 Xu
XIII .639 .734 .341 .492 388 .359 .296 .274 .397 .309
XOI .639 .737 .3112 .41\5 .392 .336 oJ?7 .460 A3l .41 (I
X" .73'1 .737 .315 .541 485 .369 .461 .340 .317 .306
XIII .341 .342 .315 ,255 24ij .225 .no .475 .628 .576
X" .492 .41\5 .s'n .255 679 .617 .528 .276 .278 ,17(;
X.. .388 .392 .485 .248 .67'l .547 .514 .280 .272 .182
X.. .359 .331> .369 .225 ,617 547 .478 .291 .197 .168
X,. .296 .377 ,1.161 .32U .528 514 .478 .389 .430 .284
X.. .274 .400 .3·10 .475 .276 .2S0 .291 .389 1 .535 .518
X.. .397 .431 .317 .628 .278 272 .197 .430 .535 .751
Xu .309 .41(, .JOb .S7b .176 182 .168 .284 .518 .751
Bing 11.5g. KMO and Bartlett's Test

Kaiser-Meyer-Olkin measure of sampling adequacy .839
Bartlett's test of sphericity Approx. Chi-square 754.424
df 55
Sig. .000
Chuong 11. Me hinh cPA: Kiem djnh giillq thang do 407
Bang n.Sh. Anti-image correlation matrix

Xc. x.. x.. x.. x. x. x., x.. x.. x.. x..
Xc. .812 -.144 -.511 -.OS5 119 ()15 -137 .234 .114 ·.251 101
X", - 1"'1 .816 -.451 .082 -.12'1 ()15 002 .071 -.230 ·076 ·.098
X., -.511 ~.451 .165 -.060 -.011 -,143 .112 -.280 .000 240 -.(196
x.. -.055 .082 -.060 .914 -.015 -.012 ·.039 .013 -.160 -.27d ·.170
X" -.IW -.124 ·.0·1-1 -.()lS .668 ·.396 ·.321 -.150 .l~19 ·.02A .087
X'" .045 .045 ·.143 -.012 -.396 .885 -.182 -.130 -.020 ·.047 .035
XU7 -.137 .002 .112 -.03~ -.321 -.182 .853 -.209 -.114 .162 -.072
X" .234 .071 ·.280 013 -.150 .130 -.20~ .8>7 -.11)4 -.299 .IIS
X" .114 -.230 .800 -.160 0>19 ·.020 -.114 -.104 .911 -.128 -139
x.. -,'l57 -.078 .240 - 218 -·026 -.047 .162 -.299 -.128 .158 - 562
x,. .101 -.098 -.096 - 1711 0,<7 .035 -.072 _1i8 -.139 -.562 .1102
Ghi eh"': Gia tri tTen dUOngchilo Iii MSA (measure of sampling adequacy) va ngoM
dttOng cheo IIIgia hi am cu. h~ so urong '1uan tUng ph'lin gifta cac bien.
Hlnh 11.4. So do diem gay va eigenvalue
Scree Plot
.r------------------------------,
\ ,
\
.\
,
\
\
~
IIt-----~~--.--------------------I
~ '-.
'n---.,._.._
M 0
~~,--~,~~--~,~-.~~---.~-.----,.--~" a 6--e--_
FaClor Numbef
408 Phuong phap nghiel) cU'Ukhoa hoc trong kinh doanh
4. Cac d<)ng phan tich EFA va frng dung

Thong qua hai vi du rninh hoa, trong phan nay chung ta giai thi~u
nhirng di/i'm co ban trong SLr dung va di~n giai kEltqua EFA trong
danh gia thang do.
4.1. Nhan to chung va thanh philn chinh

Trong phan tich EFA chung ta co nhieu phep trich nhfm to. Gorsuch
(1983) Ii~t ke mot m~u gom 19 phep trich, Mot so phep trich thong
dung co the ke' ten 111phep trich Principal Components, Maximum
Likelihood, Least-Squares, Alpha Factoring. Image Factoring.
Principal Axis Factoring. Chung ta the' chia chung thanh hai nhorn
chlnh: mb hinh nhan to chung (Common Factor Model), got t~t la
CFM, va ma hinh thanh ph'lln chinh PCA (Principal Components
Analysis model).
Khac nhau co ban giCra hai phuong phap nay 111Communality
dLfa vao trong phep trich. Nh& I')i, trong EFA, phuong sai ella bien
do IU'erng x, baa g0111hai thanh phfin, phan chung Communality va
phan rieng Unique. Neu do ILl'emgco sal so (dieu nay luon luon xfly
ra trong nghien ciru). chong ta c6 them phan sai so do luong. Trong
PCA, phan Communality CItra vao cho cac bien do hrong b~ng 1,
nghia la otra toan b';' (100%) phuong sai cua bien do hrong X, vito
phdn rich. Trang CFM, ban dau chung ra chi chon phan
Communality dc' dua vao va no luon nho hon 1 va cO l~p phan rieng
va sai so (Hlnh 11.5). C1,lthe hen, muc tieu cua PCA Iii lam sao trich
duoc nhfeu nhat phuong sai cac bien Xi ron rnuc tieu cua CFM la
giai thich tot nhat hil;p phirong sai gifra cac bien Xi (Kim & Mueller
1978b). Cac phan mem may tinh, vi du SPSS deu chon s~n cac
Communality ban crau de dua vao phan tich CFM.
Mot die'm cling can phan biet lil phan Communality dira vao
(b~ng 1 trans PCA va nho hon 1 trong CFM) 111gia hi ban dau. Sau
do
khi trich thanh phan chinh (trong PCA) hay nhan to (trong CFM)
chung til sf! co gia rr] cuoi cung. Lay vi du 6 Bang 11.4a (PCA) gia tr]
communality ban dau (initial) cho bien Xl Iii 1 va gia tr]
Communality trich duoc (extraction) Iii 0.797 « 1). Bang 1l.5a (CFM)
gia trj Communality ban dau cho bien X, lit 0.623 « 1) va gia tr] trich
duoc Iii 0.634 « 1).
Hlnh 11.5.Communality trong CFM va peA
CFM: Commun.lity < 1 PCA: Communality ~ 1
T6ng phuong sai

bie'n X -1 (100",{,)
Ph'1l1) rieng va sui so < 1
'----- I'hon chung communality < 1
Tren COSa nay, PCA trich duoc nhieu phuong sai hon CFM. So
sanh hai VI du tr~n day chung ta thay nell sLf dung PCA, phuong sai
C.1cthanh phftn trich duoc tlr 11 bien do luang thang do nang 1~I'C
giang vien Iii 72.348%. Trong khi do, PAF (mol dang trich cua CFM)
chi trich duoc 62.873%. Vi v~y, PCA cung voi phep quay vuong goc,
thuong Iii Varimax (Kaiser 1958), duoc sir dung khi chung ta muon
trich duoc nhiCu phuong sai ru cac bien do luang vui so IUQng rhanh
phan nh6 nhat de' phuc vu cho m\IC tieu du bao tiep theo (Dunteman
1989; Hair & ctg 2006). Phuong phap CFM, vi du, PAF voi phep quay
khong vuong goc (oblique), thuong Iii Promax (Hendrickson &
White 1964), phan anh cau true dli lieu chinh xac hon PCA (Gerbing
& Anderson 1988). V1v~y, phuong phap CFM thuong QUO'c sir dung
de danh gia thang do hrong.
Phu'ong phdp nghien ciru khoa hoc trong kinh doanh
4.2. Chon so neong nhau to

Chon so 1U'QT1gnhan to' hay thanh phan chinh trong PCA , goi chung
la nhfin to, Iii van de quan tam tiep theo trong ung dung EFA de
danh gia thang do. C6 nhieu phuong phap chon nhan to, con goi la
chon die'm dong, vi chUng ta dung a
nhan to thu may. Cung can chu
y them la cac nha nghien ciru khong Slr dung mot pbuong phap
rieng bi~t nao d6 trong xac djnh sO hrong cac nhan to rna ho thuOng
ket hop nhleu tieu chi khac nhau (vd, Hair & ctg 2006). Ba phirong
phap thuong dlfqc sLr dung la: (1) tieu chi eigenvalue, (2) tieu chi
diem gay (scree test criterion; Cattell 1966) va (3) xac djnh tnroc so
hrong nhjin to.
4.2.1. Tieu chi eigenvalue

Tieu chi eigenvalue lillm(it lieu chi SLrdung phei bien trong xac djnh
so IU'qng nhfin to trong phan tich EFA. Vai tieu chi nay, hrongso
nhdn to duoc xric dinh aI1h5n to (dung (y nhan t5) c6 eigenvalue toi
thieu b~ng 1 (~·I). Vi du Bang 11.5b cho thay co ba nhan to trich dU'~IC
t~ieigenvalue III 1.082. Neu chung ta [rich them mot nhan t6 nlra
(nhan to thu' tu) thl eigenvalue luc nay lit 0.600 « 1). Vi v5y, neu dua
vao lieu chi eigenvalue 16n hon 1, chung ta dung (y nhan to
thtr ba.
4.2.2. Tieu chi diem gay

Tieu chl diem gay cung thuong duqc Slr dung de xac djnh so luong
nhfin to. Tieu chi nay dua vao duoc bieu di~n gilta so nhan to (t~IC
hoanh) va gia tr] cua eigenvalue (true tung). Diem gay Iii diem tai d6
duong bieu di~n eigenvalue = £(50 nhan to) thay doi dOl ngOl dO doc
(Hinh 11.4). Kel qua ella vi du cho chung ta thay kh6ng khac bi~1
nhieu girra hai tieu chi: eigenvalue va diem gay.
Chuong II. Me)hlnh £FA: Kiem djnh gili tr] thang do 411
4.2.3. Chon trU'ac so hrong nhfin ti)

M9t phrrong phap xac dinh nhjin to thU'ang dung nira Iii chung ta xac
dinh tnr6c so
hrong nhan to: kh3ng dinh so ltrong nhin to rruoc.
Dung phuong phap nay ruong tv nhir tTong phan tich nhan to' khang
djnh CFA (Confirmatory Factor Analysis).
SO luong nhfin to duqc xac djnh dira vao ly thuye't. Vi v~y,
phucmg phap nay cilng rat thuong dung trong danh gia thang do (cIT
nhien CFA se tot han). Khi chung ta xay dung cac thang do cho mQt
khai ni~m da hlfong, chung ta da xac dinh duoc, ve m~t ly thuyet
(gia thuyet), khai ni~m nay c6 bao nhieu thanh phan. Ho~e la, chung
ta xay dung nhieu thang do cho nhi'eu khai niem nghien cU'U dan
huong khac nhau, chung ta cia biet diroc so luong nhan to
(mQt khai
ni~m dan lurong 13mOl nhiln to). Phuong phep nay d~c biet phu hop
cho truong hO'Pdanh gill lai cac thang do trong boi canh nghien CLI'U
khac, Vi du lhang do d1i dU'QC xuy d~1'I1gva kiem dinh nhung (] th]
trU'&ngnl10 do, chung (,1 Sll'dung lai d10 thi truong Vj~t Narn, ChL111g
ta can phai kii)'mdinh l<,litrong boi c1111h
nghien cuu mal nay,
4.3. Quay nh5n (0

De d~ dang trong dian giai kct qua EFA, ngU'ai ta thuong dung
phuong phap quay nhfin to (factor rotation), Khi chua quay nhan to,
EFA trich nhan to thtl' nhat voi phuong sai Ion nhat, nhan to thu hai
c6 phuong sai Ian Ihll' hai, vv. ury vi du, rrong Bang 11.5b, nhan to
thli nhat trich 43,236% phuong sai cac bien do luang, nhfin to thu hai
trich 12.939% phuong sai va nhan to thLi ba trich 6,698% phuang sai.
De cho kel qua c6 y nghia han, chung ta din quay cac nhan to
theo nhi'mg qui tiic nhat djnh va ciing phan phoi lai phuong sai trich
cho cac nhan to. Vi du, trong Bang n.Sb, sau khi quay (prom ax,
kh6ng vuong goc), nhan to thu nhat trich 31.846% phuong sai cac
412. Phuong phap nghien eLYUkhoa hoc trong kinil doanh
bien do hrong, nhan t5 thu' hai trich 33.457% phuong sai va nhiln t5
tJl{Y ba [rich 34.697% phuong sai.
Co hai phuong phap quay Man to: quay vuong gee

(orthogonal rotation), vi du, phep quay Varimax va quay khong
vuong goc (oblique rotation), vi du, phep quay Promax. Trong phep
quay vuong goc, sau khi quay true cua cac nhan t5 v~n 0 vi tri vuong
gee voi nhau. V6i phep quay khdng vuong goc, sau khi quay true
cua cac nhiln to khong con vuong goc vci nhau nlia rna chung 0 vi tri
phll hop nhat: IrQng so Man to cua cac bien do hrong se toi da 6 true
nhan 10 chlmg do luang va loi thieu 0 cac tI'VC con lai. Hlnh 11.6
minh hoa kct qua cua hai phep quay: vuong gee va khong vuong goc
ella hai nh5n to F, va F" trong do F, diroc do hrong boi ba bien
X"XI,Xl va PI duoc do luong boi ba bien y"y;,Yj' Bang 11.6 trinh
bay trong so nhan to cua ba tnrong hop: nguyen thuy (khong quay),
quay vuong gee va quay tl,l' do (khong vllong goc).
Bang 11,6,Trong so nhan to

8ien Nguyen (hl'Y Quay vuong goc Quay h.rdo
Alii A>I All }~Il~ ).111 )~r-l
X, .65 -.21 .70 .J 5 .70 .OJ

X, .78 -.27 .82 .13 .80 .00
X, .90 -.25 .94 .22 .95 .02
Y, .46 .60 .40 .8U .01 .92
y, A7 .51 .36 .77 -.02 .88
y, .50 .66 -12 .86 .00 .%
5. Dieu ki~n de philn tieh EFA

5.1. Mu-c dl) quan h~ gii'ra cac bien do luang
Nhu dii trinh bay, phan tich EFA dua tren co so moi quan h~ gifra cac
bien do tuong XI' VI v~YI trlfoc khi quyet dinh SU dung EFA chung
Chuong II. MC.hlnh EFi\: Ki0'm djnh gi' tr] thang do 413
ta can
phai xem xet rnoi quan h~ giira cac bien do luong nay. Su
dung rna tr~n he so
tuong quan (correlation matrix, Bang 11.5g)
chung ta c6 the nh~n biet duoc mire dQ quan h~ giCra cac bien. Nell
cac h~ so
ruong quan nho « 0.30) SIt dung EFA kh6ng phu hop (Hair
& ctg 2006). MOl so tieu chi danh gia moi quan h~ gili'a cac bien sau:
Hlnh 11.6. Phep quay nhan to

Fz: Nguyen thuy
l.00i F,: Quay vuong goc
.50
.00 .f--l-_.--...J_-_~__ _J__ ... To,: Nguyen thtty

25" 50 X 200 1.00
_ ./t
---_.
-a_X.' • XJ
- -. F,: Quay khong vuong goc
·.50 F,: Quay vuong goc
5.1.1. Ki~rn djnh Bartlett

Kierndjnh Bartlett (Bartlett's test of sphericity) dung de xern xet rna
tr~n tuong quan e6 phcii Iii rna tran don vi I (identity matrix), lit rna
tr~n co cac thanh phan (h~ so tuang quan gili'a cac bien) b~.ng kh6ng
va auong cheo (h~ so ttrang quan vai chinh no) b3ng 1. Neu phep
kiem djnh Bartlett c6 p < 5%, chung ta tu choi gici thuyet khong 11
414 Phuong phap nghjen ciru khoa hoc trong kinh doanh
(rna tr~n tuong quan la ma tr~n don vi), nghla la cac bien eo quan h~
nhau,
5.1.2. Kiem dinh KMO

Kiem djnh KMO (Kaiser-Meyer-Olkin measure of sampling
adequacy) la chi so dung de' so sanh dQ lem cia h~ so nrong quan
gii'ra hai bien X, va x, v6i dQ Ion cua h~ sO nrong quan timg phfin
cia chung (Norusis 1994). Chi so nay duoc tinh nhir sau:
KMO= L,L,..<r,
""
~i~/'" e..t ••\ +""
~J~J~i a2X,X,
Tlnh cho t':mg bien do Iuong Xi:
Trong d6 rx,.t,la he so tuong quan giiia bien X, va XI' va

n.r,.•, la he so Iu'ong quan rieng phan (PCor) ella X, va X J'
Nhu v~y, KMO --t 1 khi ali --t O. KMO cang Ion cang tot vi
ph'an chung giu-a cac bien cang Ion. De' sir dung EFA, KMO phai Ion
hon 0.50. Kaiser (1974) de nghj KMO 2! 0.90: Tat tot; KMO 2! 0.80: tot;
KMO ~ 0.70 dUQC: KMO c:: 0.60: tarn dUQ'ei KMO ~ 0.50: XaUi va,
KMO < 0.50: khong the' chap nh~n duoc, Tuong tv nhu' v~y eho
MSA. SPSS cho chung ta kie'm dinh nhirng tieu chi nay (Bang
11.58oh).Tuy nhien, rung ciin chu y, trong thuc Ie, v6i 51,1' ho tro ella
cac ph'lln mem xu Iy thong ke nhu SPSS va chUng ta eo the' nhln vao
ket qua rrong so nhan to va phuong sai trich dat yeu cau thl van de
Chuong II. Mu hinh EFA: Kie'rn dinh gill hi thang do 415
kiem djnh Bartlett, KMO va MSA khong con y nghia ni'ta VI cluing
luon Ilion d~t yeu diu.
5.2. Kith IhU'oc m~u

De su dung EFA chung ta can kith thuoc m~u Ian. Van de xac djnh
kich thuoc m5u phu hop 111van de
plurc tap, Thong thirong dua theo
kinh nghi~m. Trong EFA, kich thuec m5u thuong ch.l<;1eX;lC dinh dua
vao (1) kich thU'ac tei thieu va (2) 50' luong bien do hrong dira vao
phan tich, Ilair & Clg (2006) cho ring de' SU'dung EFA, kich thtr6c
m~u lei thie'u phai 11150, tot han la 100 va Ii I~ quan sat
(observationsj/bien do Itfong (items) iii 5:1, nghia iii 1 bien do luang
can tei thie'lI III5 quan sat, tot nllat III10:1 tro len,
Lay vi du chung ta co 9 bien dira vao phan tich, neu lay tll~ 5:1,
kich thuoc m5u III9'5 = 45, Tuy nhien, kich thuoc nay nho hon kich
rhuoc toi lhihl. VI v~y. chung ta phai can m~u ia 50 (100 thl tot hem),
Nell chung ta co 30 bien va dung ti I~ .5:1, chung ta can kich thU'&c
m5u la 30"5 .. 150, Klch thll'ac nay lon hon kich thuoc tOi thieu, vi v~y
chung ta phal c6 m~lI toi lhreu 11\150 quan sat.
5.3. Tao gia trj eho nhan to

MOl van de nfra lrong nghien cuu la mot khai nj~m nghien cuu duoc
do 1uong b~ng nhieu bien do luong. Tuy nhien, trong da so cac phan
rich tiep thea (vd, hoi qui, ANOVA, vv), mot khai ni~m phai 111mot
bien (duoc do luong b~ng mot bien). VI v~y, chung ta can phai tao
gia tr] (score construction) cho khai niem nghien ciru. Chi trong
truong hop Slf dung phuang phap phan tich nhfin to kh~ng dinh
CFA chung ta khong can 111mdieu nay VI rna hinh SEM (trong do
CFA la mo hlnh do hrong) thirc hi~n dieu nay dong thai. Co nhi'eu
each lhuc xay dung bien cho nhan to. Mot la, chUng ta co the' lay tong
ho~c trung binh cua cac bien do luang de tao thanh gia tr] cho khai
niern. Khi thuc hien diCu nay, chung ta gia dinh IIIcac bien deu co gia
trj nhu nhau de' do IU<mgkhai ni~m nghien ciru (~, ., /..;). Vi v~y, can
416 Phuong phap nghien eml khoa hoc trong kinh doanh
chu y In chung Lachi lam duoc di'eu nay cho cac thang do don huang
(Gerbing & Anderson 1988). VI v~y chung ta can phai danh gia tinh
dan huang cua cluing.
Hai la, su dung each tinh gia tr] nhan to thea ket qua cua EFA.
C6 nhi'eu each tinh gia Irj nhdn 10. Ba each tinh pho bien (SPSS st'r
dung) IIIhoi qui, Bartlett va Anderson-Rubin, va dua tren co sO F/ Iii
10hop tl.lyen tinh cua cac bien do IltOng X, (Norusis 1994):
•
f.
I"
='",x
L,; i' In
r-I
Trong d6:
I~.: gia tr] Lroe IU'Q'ngcua nhfin to F; tai quan sat th{r n (doi
nrong nghicn cuu n, n = I, 2, ..., n),
k: so Iuong bien do lu'bng.
Chu Y t;1I Ii! gia lr] uoc 11I'Q'ng,khong phai gia trj chinh xac. Neu
su dung phep rrich thanh ph'an chinh PCA thi n6 la gia tri chfnh xac
va ba each tinh giil tr] nhan to: hoi qui, Bartlett va Anderson-Rubin,
deu cho cung ket qua. Chu y them la cac gia tri tao nen deu da duoc
d1uS'n h6a (c6 trung binh - 0 va phuong sai =1),
6, Danh gia ghl trj thang do bfu1g EFA

De' danh gia Ihang do, chung ta can xem xet ba thuoc tinh quan trong
trong ket 'lua ErA: (I) s5 luong nhan t5 trich duoc, (2) trong so nhan
to, va tong phuong sai trlch
Chu'!Jr'K II. M6 hinh ErA: Kiem dinh gin trj thang do 417
6.1. SO'IU'(fngnhfin t5trich

Cong vi~e d'au tien trong kie'm tra ket qua thang do la xem xet so
lu O'11gnhfin to trich eho phu hop voi gia thuyet ban dau ve so luong
thanh phan cua thang do (neu khai ni~m da huang) ho~e so luong
khai niem don huong. t-:eu d~t duoc di'eu nay, chung ta co the ket
11I~nIII cac khai niern nghien Clm (don hOOng) ho~c cac thanh phan
eua mot khdi ni~m da huang d~t duoc gia tr] phan bi~t.
Vi du doi vai thang do nang Ille giang vien, gia thuyet ban dau
co 111 khai niern nay co ba thanh philn. Ket qua EFA, lay vi du each
trich PAF trich diroc ba nhfm to(Bang 11.5b). Nhu v~y, sa bO, ve m~t
so luong cac thanh ph'iin IIIdat yeu c'ilu. Tuy nhien, van cie nay chua
co
duo Ly do lit the' £FA v~n trich duoc ba thanh phiin nhung cac bien
do luong cac thanh ph'Sn khong nhu gia lhuyet ban dau. Vi v~y,
chung t., c'iin ph.\i xern xet chi liet cac bien.
Chung ta Ihay, thlmh phan giang vien do ILI'ang bfulg ba bien
(XI, X2,vb X,), 10clurc lop hoc do ILI'Ongb~nf; bon bien (X" Xs, X., va
X7), va lu'O'ng ttic 16p ho duoc do hrong b&ng bon bien (X., X" Xli) va
XII), Kel qua F.PA (l3ang 11.5e) eho [hay cac bien nay deu n5m &
nhi:mg thanh ph'5l1 nlur dii gia thuyet, VI v0Y, ve Iniilt nhan t5, thang
do nay phil hop,
Van de d~l ra 6 clay 111neu so luong nhfin t5 trich va cac bien
khong phll hop nhir gia lhuyet aii co: vl sao va giai quyet nhu Ihe
nao trong thuc han nghien ciru.
6.1.1. ss luong nhan to trich khfing phu hop

So IlIQ'ng nhan to trich khang phu hop: Ion hon hoac nho han gia
thuyet ban dim. Nguyen nhan co the lit do dli' li~u chung ta thu th~p
khong d~t yell cau, VI du nhu phong van khong dat, cau hoi (bien)
khong ro rang gay hieu nham cho doi ttrQ'ng nghien Clru (ngtrCri Ira
loi), doi tllQ'ng nghien cuu kh6ng thuc SI,thop t:ac (ITa lai cae diu hoi
lay I~, khong chu tam vao chlmg), nh~p dli 1i~1Isai, d~c bi~1 13 khong
lam sach chung, vv. Vi v~y, chung ta din phai lam I~ m~t me cac
cong vi~c nay.
Ilai la, neu so luong nhan to nho han, nghla la co it nhat hai
thanh ph'Sn gop I~i thanh mQt. Neu tnrong hop nay xay ra, chung ta
can xem xel lai Iy Ihuyet xay dung khai ni~m. Co the' hai khai ni~m
nao do ve m~1 Iy thuyet la hai khai ni~m khac nhau (da huang)
nhung trong thuc tian chung la mQt khai ni~m don htr6ng (xem
Chuang 8). Day la tnrong hop pho bien trong khoa hoc xii hoi
(Bollen & Hoyle 1991).
Sa la, neu so nhan to trich diroc Ian hon gia thuyet ve so luong
nhan to ban dau. Dfeu nay xay ra co the lit do chung tlnrc 5\!' Iii hai
khai ni~m don huang. Vi v~y, chung ta cling can xem I~ Iy thuyet
dung de xay dung khai nj~m va xern xet cho boi canh nghien ciru C~I
the. Nhicu khai ni~m (;, th] truong nay lit da huang nhung 6 thi
truong khac Ih'l don hLl'ong. Vl v~y, khi giai rhich van de nay, Iy
thuyet khong chua du, chung ta can thuc ti~n (dfr li~u tai thi tn.rimg
dang nghien cuu), De'liun df@unay, nghien cuu dinh tinh tiep thea 111
cong C~I phll hop di:fdi~n giai va ket lll~n ve ket qua. Nhir v~y, chung
ta da chuyen dan nghjen CLfU ttr kh~ng dinh sang kham pha (xern
Ch trI)'I1g 1).
CCmg c'5n chu y them la, neu so luong nhan to khang phu hop
voi gia lhuyel v'Cl,han to ban (fall va chung ta Iy giai duoc, chung ta
can phAi dicu chinh mo hinh Iy lhuyel cua ehung ta cung veri cac gia
Ihuyet ve mol quan h~ cua cac khai niem trong mo hmh tn.r6c khi
kic'm djnh mo hinh Iy thuyet va cac gia thuyet
6.1.2, Bien khang nh6m vao nhan to Mil' da gia thuyet

Trang truong hop mQI so bien chung ta gia thuyet do ItrOng mot
khiii ni~m (vd, A) nhung ket qua EFA eho tha'y chung J~ nhom vila
mot nhan t5 khat. (vd, B). Day thuQc vito van de xay dvng cae bien
do luOng. Nhu d5 gioi thi~u tn?n day, nguyen nhan co the do dfr li~u
khong d\lt yeu diu do doi tuc.>ngnghien ani khong h'lP tac, hiil'u
Chuong II. Mo hinh Ill'i\: Kiem dinh gill trj thang do 419
nhfirn cau hoi, ho~c diu hoi khong diroc thiet ke va kiem tra can th~n
nen noi dung cua n6 khong th~t 51! do IU'Ong khai ni~m can do
hrong.
Kiern tra lai Iy thllyet va Slf dung nghien ctru dinh tinh 5e giup
chung ta quyet djnh duoc van de nay. Neu cac bien nay thuc sv
khong do lirong khai ni~m din do, chung ta se loai cluing di va philn
rich EFA tra lai cho cac bien con lai, I'\eu chung th~t 5\f do LU'Ongkhai
ni~m rna n6 dang do (8) thi chung ta chi din di'eu chinh lai thang do
trong phan thiet ke thang do.
6.2. Trong so nhan to va long phirong sai trich

Van de xem xet tiep theo trong 5lr dung EFA danh gia thang do la
trong so nhan to va tong phuong sai trich. Trong 56 nhan to cua bien
Xi tren nhftn to ma no la mot bien do luong sau khi quay phai cao va
cac trong s5 trcn cac nhfin to
khac no khong do luong phai thap. Dat
duoc diCu ki~n nay, thang do dat duoc gia tr] hoi tv.
Van em
d~t ra IIIcao den dau va thap den dilu (chenh lech giG'a
trong SO tren nhan t15n6 do luong, VI du A, va nhan to khong do
luong. VI d ~I13)?
Mot la, trong so nhan to bien XI (nhan to A, tac dong vao XI)
phai COlO (J moe dO ma phan chung phai Lon han hoac b~ng phan
rieng va sai so.
Hay n6i each khac, tren SooA,phirong sal ella X, duoc
giai thIch boi A. E)i'eunay co nghia Iii h/ = 1; ~ 0.50(50%) =:> A, ~ 0.707
(xern I"i ph'an phan tich mot nhan t5). Tuy nhien, thang do bao gom
nhmu bien do hrong, vi v~y, trong thuc ti@nnghien ciru, Ii, ~ 0.50 la
gia tr] chap nh~n. Trong rnrong hop J~< 0.50 chung ta co the' xoa
bien X, vi n6 th~rc 51,1' khong do IU'Ong khai ni~m chung ta can do
hrong.
Tuy nhien, din chu y nhCimggia tr] nay chi ve m~t thong ke.
Trong nghien cuu, th5ng ke la cong Cl,1 ch(l' khong phai tat ca. Van de
loai b6 bien co rrong 50 thap can chu y den gia tr] noi dung cua bien
420 Phuong phAp nghien elm khoa hoc Irong kinh doanh
do dong gop vao gia tr] nQi dung cua khai niem no do luang. Neu itl
qua nho, nhung gia trj nQi dung cua no dong vai tra quan trong
trong thang do, chung ta b~1 buoc phai loai no, va nlur v~y, thang do
khong dat yell cau va chung ta bM buoc phai thiet ke Il1-ithang do.
Neu ).. khong qua nho, vi du 1'1 = 0.40, chtlng ta khong nen loai no.
Hai la, chenh I~ trong so: ).,. -it,. <0.30 Iii gia tr] thuong dU'Q'c
cac nha nghien cuu chap nhan. ~eu hai trong sO nay nrong dirong
nhau th] bi~n X, nay vlra do luang A va Cling vira do luang B. VI
vijy, chung ta can loai bo bien nay. Tuy nhien, clmg tU'OTIg tv nhir
tren, chung ta can xem xet dong gop ella bien do luang nay vao gia.
tr] nQi dung cua khai ni~rn truce khi ra qllyet dinh 10l1-ib6 hay khong
10.;1i
b6 n6.
Clioi dang la, khi danh gia ket qua EFA chung ta can xem xCt
phan tong phuong sai trich TVE. Tong nay the' hien cac nhan to Irich
duoc bao nhicu ph'an tram ella cac bien do luong. Tuong t~l' nhir
trong trll'ong hop xcrn xct tung bien Xii tong nay phai dat tlr 50%
11'0len, ngh'ia IAi pl,an chung phai 16n hon phan rieng va sai so (Itf
60% tro len III tot). Th6'1 duoc dieu kien nay, chung ta ket lu~n la mo
hinh EFA phu hop.
Mot chu y nu'a III trong so nhfin 1'0,tong phuong SOli trich trong
PCA thuong cao hon so voi cac phuong phap trong CFM vi PCA eo
Jl1I,1Ctiell 111
trlch duoc nhi'eu phuong sai ella cac bien do Iu·ang.
6.3. Chitn IU'Q'cphiln tich EFA de danh gia thang do

Mot van de Cllllg duoc nhieu nhi! nghien cltu qUaIl tam Ii! khi Str
dung EFA de danh gia thang do, chung ta nen danh gia tUng thang
do rieng Ie hay xern xet chung trong cimg mQl luc, Uly vi du, rno
hinh nghi~n ciru cua chung ta cO 5 khai ni~m nghien cuu A, B, C, D,
va E. Trong d6 A, B, C, va D Iii khai ni~m (bien) oQc I~p va E Iii khai
niern (bien) ph\1 thuQc.
Chuong II. Mo hinh ErA: Kicm dinh gi~ tr] thang do 421
De Ira loi cho call hoi nay chemg til chu Y la trong danh gia eli,'>
tin e~)' cua thang do (Chuong 10), chung ta Slr dung phrrong phap
danh gia dOc I~p, nghia Iii danh gia tung thang do cho tung khai
ni~m rieng Ie va khong xem xet moi quan h~ gilra cac thang do voi
nhau. Trong khi do, Slr dung EFA de'danh gia gia tri thang do Iii
phuong phap danh gia lien ket: danh gia thang do cua khai niem nay
trong moi quan h~ cua n6 vOi thang do cac khai ni~m khac. C~I the
cht'mg ta xem xet: (1) cac bien do IttOng mQt khai ni~m co dat yeu call
ve trong so (2, cao tren khai ni~m chung muon do) va (2) chung chi
do luang khai nj~m chung muon do hay cung do IUOng cac khai
ni~m khac (Ihong qua trong so ).,
cua n6 tren cac khai ni~m khac).
Nell chung ta sir dvng EFA cho timg thang do rieng le, chung
ta khong the tnlliJi van de thir hai neu tren. Con van de thir nhat thl
nlO'ng IV nhu phan rich Cronbach alpha: neu cac bien cUllg do hrong
mot kh,\i ni~m IlghiGn ciru co moi quan he eh~t che voi nhau (h~ so
tuong quan gill'n esc bien 16n) thi Cronbach alpha se cao va rrong so
2, ITong, ErA Cling cao. Vi v~y, neu dung EFA de danh gia tung
thang do ricng le, kcl qwi cua no hall nhu khong may gia trio Vi the,
ehLlng ta khong nen su' dung EFA de danh gia gia tri cua nrng thang
do. Tuy nhien, neu chua co nhi'eu kinh nghiem tremg philn rich EFA,
chung ta co the danh gia t!.rng thang do rieng le: xem xet h'ong so ),
ella bien do luong tr@n timg khai niern truoc, nell bien nao c6 trong
so A. nho va khong vi pham gia tri nQi dung chung ta loai truce, roi
lien ket chung v6i nhau. Ho~c la, eo nhLmg bien hau nhtr 111bien rae
(nlumg chua ro rang rrong phan tieh Cronbach alpha) ket hqp voi
mot so bien khac trong thang do lilO !hanh Man to gia, nen din 10\li
tNac. Nhung ehien IUQcnay chi mang tinh tht.1et~p nhi'eu h<tn.
Cling can chu y 11'1
trong tha,rcti~n nghien ana, chung ta thuOng
dtlng EFA de' danh gia S<J b(l thang do. Trong nghien Clm sO'bQ, do
kich thu6e m§u thttOng nho (de tiet ki~m thOi gian va chi phi), neu
xem xet lal cit cae Ihang do cUng mQt luc, chung ta gi.ip kho khan ve
kich thu6c m~u. Vi v~y, dlung ta eo the'slr dl,ll1gduen luqc sau:
1, Dung EFA cho timg khai niem da huang, neu co trong rna
hlnh nghien cU'U:xem xet cac thanh phan cua no, va dung
EFA cho tat ca cac khai ni~rn don lurong. Chien hroc nay
khang harm chinh vi chung ta khong xem xet duoc 51! ket
hop gifra thang do don huang va da huang (cac thimh phan
cua thang do da huang v6i C,\C thang do don huang). Vi
v~y, n6 chi nen dung de danh gia sa bi.>va sau do tiep rue
danh gia khi c6 rnSu Ian hon (vd, nghien CUu chinh thirc)
va/ho~c phuong phap danh gia tiep (vd, phan tich nhan to
kh~ng dinh CFA).
2. SLI'dung c~p, nghIa IIIdanh gia tUng c~p voi nhau, Phuong
phap nay hoan chinh bon, IUy nhien ton nhi'eu thai gian han
neu so luong khai niem nghien ciru trong rna hmh 16n, Neu
chung ta c6 n khai niem nghien elm chung ta c6 den
t"("-I) c~p. Vi du, chung ta co narn khai niem: A, B, C, D,
va E, chung ta c6 tong cong 10 [+5(5 -I) 1 c~p nhan to din
danh gia.
Vi du Nguyen (2009a) trong mQt nghien ciru v'e cac yell to dja
phuong tac dQng vao S~I'hai long ella doanh nghi~p do luong hai
khai ni~m da lurong: co so ha tang datI tu va dich V1,l chinh quyen.
Tac gia dung EFA cho rung khai niern da htr6ng tren va kharn pha
diroc khai ni~rn co 56 ha fang dau tu baa gorn ba thanh phan: ha tang
CC1 ban, rn{lt bilng, va lao dQng. Khai ni~rn did, \1\1 chinh phu cung
baa gorn ba thanh phan: h6 tro chinh quyen, dich vu kinh doanh, va
iru dai dau nr.
MQI van de tiep thea nfra la cac tinh gia tri nhan to. Neu dung
gia tri nhfin to do EFA tao ra (str dung lenh Save as variables trong
SPSS) de' phan Hch tiep theo can chu y den phep quay. Neu sir dung
phep quay vuang g6c va trong do co bien phu thuQc thi cac nhan to
nay khang co tuong quan nhau: nghia Iii cac bien dQc l~p va bien phu
Chuang 11. M6 hinh EFA: Kic'm dinh gill Iri thang do 423
thuQc khong co quan h~ VO;nhau, Vi v~y, khong duoc dua bien phu
thuQc V;IUchung vel bien dQc I~p de XLI'Iy EFA cung mQt IlICkhi Slr
dung phep quay vuong goc va slr dung gia trj nhfin to do EFA t<;10
Til.
Tuy nhirll. cling can chu Y la neu lam nhu v~y (tach bien ph",
thuQC rieng) thl chung ta khang the'danh gia diroc gia tr] hQi tu cua
thang do khai niem (bien) phu thuoc cling nhu gia tri phan bi~t2 gil'fa
bien phu thuQc v&i cac bien dQe I~p. V1v~y, phirong phap phu hop
nhat IIIdung tong ho~e lnmg binh rua cac bien do llfimg cac nhan to
trong mo hinh cho cac phan tich tiep rheo (vd, hoi qui). Chung ta
khong nen dung gia trj nhan to do EFA tao ra do hai ly do (1) nhir da
neu tren, va (2) gia trj nhfin to tinh tat ca cac bien do luang dua vao
philn rich ehll' khong phai chi cac bien do lu-ong cua khai niem n6
(xern lai eong thirc tfnh rrong so nhan to 6 phan trurrc).
Lay vi du, chLlng ta co ba khai niern A, B, va C. Khai ni~m A
duoc do hrong b~ng ba bien quan sat, B do hrong vo-i bon bien va C
voi nam bien. urA tinh gia tri cho khai niem A bao gam ca 12 bien
bien sat (3 bien cua chtnh no, vai trQng so
Ion, va 9 bien ella B va c:
vci trong 55 nho), Nhir v~y, ve m~t ly thllyet la khong phu hop. Do
v~y, neu chung ta rhuc hi~n hili phuong phap (lay tong va lay gi<ltr]
to
nhfln do EPA tao nen), chung ta thu dircc ket qua khac nhau. Khac
nhau nhieu hay lt tuy thuQe VIIOs1,t'khac bi~! ve trong so giLl'a cac
bien do luong va cac bien khong do hrong cua m{>!khai ni~m.
MQI di~'m nlia cung dll1 ltru Y IIIgia trj nhfin to (bien) do EFA
t<;10 nen 111 Bia trj dii chua'n hoa (trung binh = 0 va phuong sai = 1).
VI v~y, chung co mQt 515han che trong cae phiin tich tiep theo. Lay
v[ dl,!, khi chung ta dung phan tfch hoi qui (gi6i thi~u 6 Chuang 13)
v6i m\IC dich III so sanh trong so hoi qui gifra "Ie m~u v6i nhau thl
khong th"c hi~n duQ'c vi Illc nlly chUng ta din trong so hoi qui chua
ehuan hoa.
: Cling 111\1y IMrn Iii dung EFA de danh giii gia trj phSn biel chi mang linh
tham khAo. Cluing 13 din phAi kiern dinh he sO hrOng quan giiia hai khai ni~rn de
xem n6 c6 khac 1 hay khong. De danh gia gia trj phan bi~t chung ta phai dung
pluwng pMp MTMM (MultiTrait-MulLiMethod; xem CampbeU & Fiske 1959).
424 Phu'ong phap nghien ciru khoa hoc trong kinh doanh
De' ket lu~n, chung ta can phan bi~t rnuc tieu sir dung EFA: de
danh gia thang do hay de rut g(,)11mQt t~p bien, Khi sir dung EFA de
rut gQn mot t~p bien quan sat thanh mot t~p F nhan to co y nghia
han, chung ta c6 thit dung gia trj do SPSS tao ra theo cong thirc dii
gi6i thi~u, Tuy nhien, khi Slr dung EFA de danh gia thang do, chung
ta can lay tong (ho~c trung blnh) de'tinh gia tri cho cac nhan to (bien
tfem a'n) cho philn tich tiep theo.
7. Phjin tich EFA v6i SPSS

SPSS cho chung ta each thuc th~rc hi~n phan tich EFA rat d~ dang va
thufin ti~n: Trinh tv thuc hi~n nhir sau:
Analyze -+ Data reduction -+ Factor -+ dua tilt cd cae bierr

elill p/rl'ln lieh vno Irqp Variables -+ Extraction: OU,m pluip
irlcn fhleh IW'P(vel, Principal Components, Principal Axis
Factoring, vv)-7 chon ifi€;11dimg: miic dinh La eigenvalue = 1,
lIell mllo'n dung diei'll I/ol'r 111/nhffn chu(jt Inii VilO Scree plot,
lIell limon xric din" 56' Itr9'l'1g nhiin If/lnl'l}c -7 danh so'lm;mg
1'1/11'111 tff vilo 0 Number of factors -+ Continue -+ Rotation:
chon pIli!/) quay 1110118 muo,.,: vuollg g6e, ud, Varimax Iwife
kllOlIg ll11follS g6c, vd, Promax-« Scores: neiJ muon bieh dIll
IIl11ill 11'/ Illallh /II~t biBII (U' SICd(lIlg cho phtin rich Nep lheo (ud,
hoi qui): nhll'n clIH9t irtii vno Save as variables va ch(l11
phutmg pMp plll~ h(ip (vd, regression) -+ Continue -7 nell
11111011 kitJinlfjn/l KMO va Bartlett ho~c 1111)1 sa'iham so'khae nlur
thoirg k€ 1110Iii: vno Descriptiues vii nhfi'n chuqf tnii vilo KMO
and Bnrtlet t's test of sphericity, VP, -7 OK: clning ta co ke!
qllii 1II0llg 111116ir.
Chuong II. M6 hlnh ErA: Ki€tmdinh !iia tri thang do 425
T6M TAT CHu'ONG 11
Chuong 11 gioi thi~u phan rich nhan to EFA va each str dung no de
danh gia gia tr] thang do, Phan tich nhan to kham pha EFA la t~p ky
thu~t phan rich thong ke c6 lien h~ nhau dimg de rut gon mQt t~p K
bien quan sat thanh mot t~p F (F < k) cac nhan to co y nghia hon. CCI
so ella vi~c rut gon nay dua vao mdi quan he tuyen tinh ella cac nhan
to voi cac bien nguyen thuy.
Phuong phap EFA thuQc nhorn cac phuong phap phan tich da
bien phu thuoc I~n nhau VI cac bien duoc dira vao phan tieh khfmg
co bien dQc I~p va phu thuoc rna chung cung phu thuoc I~n nhau. De'
xem xet hanh vi ella cac thanh phan trong rna hinh EFA chung ta
xem xet ba truong hop cua EFA, (1) EFA mot nhan to, (2) EPA hai
nhan t6 doc ISp, va EFA hai nhan to phu thudc, Trong phan tfch EFA
chung ta co hai ma Ir~n quan rrong de xern xet khi danh gin cac
thang 00, do 111rna tr~n cac trong so nhan to
va rna tr~n cac h~ so
tuong quan,
C6 hai nhorn trich nhan to chinh: (1) mo hinh nhan to chung, goi
t~t la CrM, vb (2) 1116hrnh thanh phan chinh PCA . Phuong phap
PCA trich duoc nhicu phuong sai han CFM nen duoc 5ll' dung khi
chung ta muon trlch duoc nhie.1 phuong sai rn cac bien do Iuong vai
so IUQ'ngthanh phan nho nhat de' phuc V1,l eho muc tieu du bao tiep
theo. Phuong phap crM phan anh cau true du lieu chlnh xac han
PCA nen thuong duqc sir dung de danh gia thang do hrong,
Oil' chon so Ilrc;mg nhan to, ba phuong phap thuong duoc su
dung la: (1) tieu chi eigenvalue, (2) tieu chi diem uO'n, va (3) xac dinh
truce 50' luong nhfin to. De' d~ dang trong di~n giai ket qua EFA,
nguoi ta thucng dung phuong phap quay nhan to de d~ dang di~n
giai ket qua. Co the quay (1) vuong goc hay (2) khong vuong goc, De'
xac djnh SV' phu hop khi dung EFA, co the dung kiem djnh Bartlett
ho~eKMO.
426 Phuong phap nghien em, khoa hoc trong kinh doanh
Vi!! klch thuoc m~u, EFA can kich tluroc m~tI Ion. Kich thuoc
m5u duoc xac dinh dira vao kinh nghiem, toi thieu phai Iii 50,
101hem la 100va Ii I~ quan sat/bien do luang loi thieu la 5:1,
Co nhi'eu each thuc xliy dung bien cho nhan to. M91 la, chung ta
eo Ihe' lay long ho~e trung binh cua cac bien do hrong de tao thanh
gia trj cho khai ni~rn. Hai la, 5lr dung each tinh gia tri nhiln to theo
kel qua cua ErA. Phirong phap lay t6ng phu h9'P nhat khi 5lr dung
EFA de danh gia Ihang do de dung cho cac phuong phap phan tich
tiep theo.
Dc danh giti thang do, chung ta can xern xet ba thuoc tinh quan
rrong Irong ket qua EFA: (1) 50 luong nhltO to trich duoc, (2) Irong 50
nhan to, va (3) tong phirong sai trtch. Chung ta khong nen Slf dung
EFA de danh gia giti trj ella timg thang do rna nen danh gia cling rnQI
Ilk cac thang do trong rna hinh nghien ciru.
Chucng 11. M6 hmh I!FA: Kiel11 dinh gi61ri thang do 427
cAu I-I61 6N TAp VA THAo LuAN CHu'ONG 11
I. EFA dUQC dung de danh gia nhlmg tieu chi gi cua thang do? Cho vi du
minh hoa?
2. Khi dimg EFA, khi nao Sir dung phep trich nhan to chung CFM va khi
nao 5U dung phep trich thanh phan chinh PCA? Cho vi dl,l minh hoa?
3. Khi dung cfA de' danh gia thang do, vi sao chung ta phai dung phep
quay? Trong truong hop nao Slr dung phep quay vuong goc va truc'mg
hop nao suo dung phcp quan khong vuong goc? Cho vi du minh hoa?
4. VI sao chung ta ph"i kiem djnh Bartlett va KMO khi Stl' dung EFA? Cho
bi~t 'I nghio va so sanh chlmg voi nhau?
5, Khi dlmg EllA de' danh Si3 Ihang do, tong phuong sai trkh noi len
dic'm gl CLIO thong do? Cho VI du minh hoa?
6. Trong sol,h~11 to
CUA mot bien do luong noi len di'eu gl cua bien do
Itrbng d6? Cho VI du minh hoa?
7. Khi mot bien do luong co trong so deu IOn tren hai nhieu kh{ti ni~m
nghien cuu trong ErA thi bien do luc'mg nay noi len aieu gi trong do
luong va Xlr 1'1bien n1ly nhir the nao? Cho vi du minh hoa?
8, Nhll nghicn CtfU A, trong mQt nghien ciru cua minh t<liVi~t Nam, danh
gi3 thang do do luang ba khai ni~m nghien clru sau day:
1, Tinh lac quan cUa nhan vien (kj hi~u Iii lQ)
2. Tinh kien dinh cua nhan vien (kj hieu Iii KI)
3, Ket qua cong vice cua nhan vien (ky hi~u Iii KQ)
428 Phu'ong phap nghien ctru khoa hoc trong kinh doanh
Tinh lac quan ella nhan vien (LQ) duoc do hrong b5ng 4 bien quan
sat; Tinh kien djnh cua nhan vien (KD) duoc do luong bfug 5 bien quan
sat; va hi~u qua cOng vi~c cua nhan vien (KQ) duoc do iu(rng b~ng 6 bien
quan sat.
Sau khl phiin tich Cronbach alpha, nha nghien cllu A tiep tuc dung
phiin tich nhan to kharn phei EFA de danh gia lhang do. Ket qua EFA eho
thay nhi! nghiel) Cll'llA loai 1 bien quan sat trong thang do LQ 1bien trong
thang do KD vii 2 bien quan sat trong thang do KQ. Hay cho biet phan tich
EFA gillp nhi! nghien clru danh gia nhfmg gl cua cac thang do tren va cho
biet nhfmg Iy do nao c6 the'dSn den vi~cloai Ix) cac bien quan sat do?
Chucng H. MO hiuh c:rA: Kie'm<linh gii\'tr] thangdo 429
TAl Ll~U£>QC THEM CHUaNG 11
Kim )-0 & Mueller CW (1978a), IlIlTodliclioll to Factor Analysis: What II Is

alld How 10Do It, Beverly I fills CA: Sage: Day la tili Ii~u giao khoa nh~p
mon ve ErA viet 6 dang (mg dung EFA. khong dung nhieu thll~t roan, d~
dQC va d~ hieu.
Kim J-O & Mueller CW (1978b), Factor Allalysis: Statistical Methods alld
Practical tseue«, Beverly Hills CA: Sage: Tili li~u giao khoa nang cao so v6i
quyen tren, Tuong tv nhir quyen tTen, danh cho cac nha nghien cuu trong
nganh khoa hoc xii hoi, khong dung nhieu thu~t toanod~ dQCva d~ hieu.
DeVellis RP (2003), Scale Development: Theory and Applications, 2Mded,

Newbury Park ell: Sage: Quyen sikh lrlnh bay rat co dong va
d~ hieu vc
phuong phap xfiy dl,l'ng va danh thang do cho kh<ii nj~m nghien CU'lI,S6ch
trlnh bay kha day c'hj ve sir dung EPA de danh gia thang do.
Chuong 'l2. M6 hlnh t-test va ANOV A 431
Chuang 12
MD hinh t-test va ANDV A:

Kiem dinh khac biet trung binh
Chuong nay gi&i thi~u cacnQi dung:
1. vall (("f nghi€n Clfll vcri t-testvil ANOVA
2. MD hinh t-test
3. M61zillit ANOVA
432 Phuong phap nghien ctru khoa hoc trong kinh doanh
" d"
1, Van eng Ilien
., ,
CU'U
Trong nghien cuu khoa hoc chung ta thuong gap van de nghien cuu
IIIso sanh Irung binh cua cac dam dong. Lay vi du, nha nghien ciru
thuong phili Ira loi cac dIu hoi nghien ciru sau:
Q1. C6 51,1' khac bi~t ve ket qua h9C t~p gifra sinh vien nam va
nft khong?
Q2. Dong co lam vi~c ella nhan vien nam va flft co khac nhau
khong?
Q3. Chat hrong song trong hoe tap ala sinh vien tai TPHCM va
sinh vien ngoal TPHCM co khac nhau khong?
Q4. C6 51,!' khac bi~t ve ket qua kinh doanh ella doanh nghi~p
I1h1l11L1'OC, doanh ngh.i~p c6 von daLi nr mroc ngoai va doanh
nghi~p lu' nhfin khong?
Q5, n,cli dQ dol voi mQt thuong hj~LInao do c6 khac nhau giu'a
ngLfoi tieu dung co rrurc thu nhaP khac nhau (vd, thap, trung
blnh va cao) khong? vv .
De' Ira loi cac ciiu h6i nghisn cuu tren, mung ta dIn phai kie'm
dinh cac giit thuyet ve 51,!' khac bi~t cac trung binh ella cac dam dong,
vd, nam va nft, doanh nghi~p nha nuoc, doanh nghiep co von dau nr
rnroc ngoai, doanh nghi~p ttr nhan, vv . Vi du, gia thuyet cho cac cau
hoi nghien cuu Iren co dang nhu sau:
H1. Ket qua hoc t~p ella sinh vien nam cao hon sinh vien nft.
H2. Dong co lam viec ella nhan vien nam cao hon nhan vien nft.
H3. Chat III0000gsong trong hoc tap cua sinh vien tai TPHCM
cao hon sinh vicn ngoat TPHCM.
Chuong '12. M6 hlnh t-test vb ANOVA 433
H4, Ket qua kinh doanh ella doanh nghiep nha mroc thap han
doanh nghi~p ro nhan va kct qua kinh doanh cua doanh nghiep
tu nhfin thap han doanh nghiep e6 von daLl ttr ruroc ngoai.
H5, Thai do doi vo-i mOl thuong hi~u khac nhau gilta nhling
nguoi tieu dung e6 mec thu nh~p khac nhau.
2. So sanh lrung blnh hai dam dong: r-test

2.1. So sanh hai trung binh dam dong p, va p,
De'kie'm djnh su khac bi~t gilta trung binh hai dam dong chung ta co
hai truong hQP chon m~u (1) chon m~lI thea c~p (matched pair)
rrong d6 cac phan tlr mall duoc chon theo e~p, m6i bien thanh phan
cua c~p thuoc vao m6i dam dong va (2) chon mall dOc I~p
(independent samples) trong d6 hai m~u duoc chon rieng biet tit hai
dam dong,
2.1.1. Tru'ong hop m~u c~p

Cia Slf chung ta co mOLm~u ng5u nhien cua cac c~p bign (y, ,y,) tv
hai dam dong ( Y" Y,) co trung blnh jJ, va 1',. Coi J va s" thea Ihu IV
Iii trung binh va do l~ch chuffn cua bien do' = Y'I - Yll va dO khac bi~t
giu'a hai trung binh dam dong Iii Do = J.i, - J.i, ' Nell dam dong ella do
khac bi~t co phfin bo chua'n, thl chung ta dung phep kiem djnh t, voi
b~c h,r do df = n - 1.
d-D •
Vi du, neu Ho: II, -II, S Do, HR: II,- II, > Do thi chung ta quyel
dinh hi choi Ho neu /•. , > 1•. ,,", Neu H.: II, - Il, ~ Do, IIR:
p, - Ji, < Do thi chung ta quyet dinh tit choi Ho neu /•. , < -( •. 1." '
434 Phuong phap nglUendtu khoa hoc trong kinh doanh
2.1.2. Truong hop m5u dQc I~p

Neu khong biet ducc phuong sai (T,' va CTi, nhung biel (T,2 = 0-: '
chung ta uac tlnh phuong sai chung ella dam dong va dung phep
kiem djnh t vai b~c tl! do df = ", +"! - 2, Phuong sai chung 0-' cua
dam dong duO'c tinh theo plurong sai S; va S; cua m~u nhir sau:
0-' _ (II, -I)S,' + (", -I)Si

II, + Il, - 2
Gia trj thong kc cua phep kiem dinh I voi b~c IV do

elf = fI, + II, - 2 duoc tinh nlur sau:
2.1.3. Vi du so sanh hal trung binh dam dong, m~u c~p

Gia Stl' mot doanh nghi~p muon danh gia hal chuong trinh dao tao
(A va B) cho nhan vien dc' chon mot chuong trinh phu hop. Cia
lhuyet nghien cU'UIii: nhfu1 vien danh gia hai chucng trlnh dao tao
nay khac nhau. Dekie'm djnh gia thuyet nay, doanh nghi~p thirc hi~n
mot nghien cU'U djnh IUQng bAng each chon ng~u nhien mot m~u n =
20 nhfin vien (se tham gia chuong rrlnh dao tao) va de ngh] timg
ngttiYi danh gill hai hai chuang trinh A va B thee thang do quang,
nllm diem nhu' sau:
Cheong 12. Mo hinh t-rest va ANOVA 435
Xin ban vui long danh gia mere dQ phil hop cua hai chirong ttlnh dao
1\10A vilU thco thang dic'm sau:
Chuong trlnh A:
Holm tortll khOlig phil hfl1l Hoon toon J1ltti 11{1p

1 2 3 4 5
Chuong trlnh B:
~--~--------------~~~
H(lI1I1tOOIi kJ,,'II8 1'111; 111'1'
2 3
Hooll 10.'", pili; hl'l'
4 5
Sau khi thu th~p va tom t~t duo li~u, ket qua thu duoc trinh bay
trong Bang ]2.1. Chung ta thay r~ng, trong ngluen cuu nay m~u
duoc chon thea c~p (mot nhan vien danh gia ea hai clurong trinh d110
11;10 A va B). NghTa Iii hai m~u nay co moi lien h~ vai nhau. VI v~y,
chung ra dung phep kic'm djnh t dckie'm dinh su' khac bi~t.
ChlU1S ta tinh trung blnh (j, phU'011gsal S" cua bien d, (sal
bi~t) va gia tr] kiem dinh t, voi n -J b~c tv do nhir sau:
d- =-I
II
L" ell =-39=
,.1
J
20
1.95
s, = _1_(L" di - nd') = _I [117 - 20(1.95)l] = 1.468

II-I '" 19
d-d 1.95-0
::::>1.,=1,.= /f= ==5.94
S4 "" 1.468/,,20
Tra ham t Irong EXCEL chung ta co gia tri l<Jihan cua I vm 19

b~c tv do va muc y nghia IX= 5% la: I,us = 2.093(kiern dinh hai phia).
VI gla tr] kie'm djnh (5.94) Ian hon gia tri 1m han (2.09), cho nen
chung ta quyel djnh chap nh~n giii thuyet nghien cuu da dua ra (tU
choi gia thuyet Ho). Hay noi each khac, nhan vien danh gia hai
chuong trlnh dao tao A va B khac nhau. Trong truong hop nay thi
436 I'IH'Ol1g ph.ip nghien ciru khoa hoc trong kmh doanh
chuong trlnh A phil hop hon chirong trinh B (vi d, = YA - Ys co gia tr]
duong).
Bang 12.1. Ket qua danh gia cua nhan vien

Nhan Diem danh gia chuong trlnh a,
vi en
A (YA) B(y.) dI1
(YA - Ya)
5 1 4 16
2 3 2 1
3 4 3 9
4 5 2 3 9
5 3 2 4
6 4 3 9
7 5 2 3 9
8 3 2 4
9 5 4 1 1
10 :3 2 1 1
11 5 2 3 9
12 3 5 ·2 4
13 5 4 1 1
14 3 2 1
15 4 2 2 4
16 5 2 3 9
17 3 3 0 0
18 4 3 1 1
19 5 4 16
20 5 2 3 9
Tong 39 117
Chuong 12. Mil hinh Hest v~ANOVA 437
2.1.4.Sir dung SPSS t-test m~u cap

Tro lai vi du Bang 12.1 chung ta tien hanh xt'rIy tren SPSS nhir sau:
rtlltllyze ~ Compare means ~ Paired Samples T-Test ~
Nhqp clip bielI tl/:!oPaired Variables ~ OK.
SPSS cho cluing ta ket qua trong cac bang sau day: Bang 12.2
(paired samples statistics) cho chung ta thong ke rno ta (trung binh
Mean, d91~d1 chuan Std Deviation, vv). Bang 12.3xern xet moi quan
h~ giira cac hai Ian do luong. Mong muon cua chung ta 111chung
khong co moi quan h~. Ket qua cho thay chung khong co gLlan h~
giLf3 A va B (p = .949). Chu y gia tri p trong SPSS ghi la sig
(significant). Clioi cling Bang 12.4cho chung ta ket qua so sanh.
Bang 12.2. Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean
Pair A 4.1000 20 .91191 .2039'1

13 2:1500 20 1.13671 .25418
Bang 12.3. Paired Samples Correlations

N Correlation Sig.
Pair 1 A & B 20 ".015 .949
Bang 12.4. Paired Samples Test

Paired Differences (A-B)
Sig
SId 95% Confidence
df (2-tailed)
Std Err lnterv •.I of the
Mean Dev Menn Difference
Lower Upper
1.95 1469 .32827 1.2629 2.6371 5.94 19 .000

438 Phuong phap nghien ciru khoa hoc rrong kinh doanh
2.1.5. Vi du I: So sanh hai !rung binh dam dong: m~u doc I~p
Cia sir chung ta muon biet co SI,l' khac bi~t ve danh gia S1.)' phu hop
ella mot chuong trlnh hwin luyen nhan vien gifra nam va nfr. Cia
thuyet nghien ciru II. la co $1,1' khac nhau giua nam va nfr trong danh
gia chuong trlnh huan luyl:n nay (gia thuyet Ho la nam va nfr danh
gia chuong trlnh nay nhu nhau).
De kie'm djnh
gia !huyet tren, chung ta thuc hil:n mot nghien
cuu djnh luqng bilng each chon ng~u nhien ", = 150 nhan vien nii va
II! = 160 nhfin vien nam (milu doc I~p), phong van ho theo cau hoi co
thang do quang, nam diem nhtr sau:
Xin b~" vui long d:lnh gill trnh ph" hOp cua chu'O'ng trlnh d~o 1<10nay:
Rat pMI h\1P

1 2 4 5
Bang 12.5. DU'Ii~u danh gia chuong trlnh dao 1;:10
Nh6m Kich thu'6'c Trung binh Phuong sal

nghien ell'll •
mau •
mau •
mau
Nil' II, '" 150 .PI = 4.2 S,' "'.64
Nam 1J,.160 y, =3.6 st =.81
Sau khi thu th~p va tom tit thong tin, ket qua tJ,U dU'Q'ctrlnh
bay trong Bang 12.5. Chung ta thay rfins, nghien dru nay co m~u doc
I~p, kich thuoc cua hai milu deu Ian. Vi v~y, de Idem djnh gia thuye!
khong 110 la trung blnh danh gia cua hai nhom nhan vien, nam va nfr
(p, - p, = Do = 0), chung ta dUng phep kiem dinh z. Cia tr] kiem djnh
la:
Chuong 12, Mli hinh t-test va ANOVA 439
- - y- - D0 = 4.2-3,6
z = y, =6,21
S2 S' ,64 ,81
.:::.L+J -+-
", ", 150 160
Cia tr] toi han cua kie'm djnh iJ rrurc y nghIa {l = .05, Ira ham z
Irong EXCEL chung ta c6 z. 1 = 1.96 (kiem djnh hai phla). Cia tr] nay
nh6 hem gia Irj thong ke kie'm dinh (6.21) nen chUng ta chap nh~ giA
thuyet nghien cuu HR (tir choi giA thuyet Ho). Thong tin thu th~p
duoc cho Ihay nhan vien nam va nfr danh gia tinh phil hop cia
chuong trlnh dao I~O dira ra khong giong nhau: so veri nhan vien
narn, nhfin vicn nu' danh gia chuang trlnh dao tao nay phil hop hem
[nir: y, = 4,2 > nam: Yl = 3,6; Bang 12.5).
2.1.6. Vi du 2: So sanh tnmg binh dam dong: m5u dQc l~p

Cia Sll' chong ta muon biet co SV'khac nhau giu'a nam va nif VI? thai
do ella ho ctoi vai mOl chuong trlnh quang cao du dinh ella mot
thuong hi~u A. Chung ta thirc hi~n mot nghien CU'lI mOl m511n = 307
khach himg b~ng each cho ho xem quang cao do va hoi ho thea eau
h6i v6i thang do quang narn dH!'mnhu sau:
Xin ban vui long danh gia '1ulmg clio nay:

R/(l gMt R/(ll/l{ch
1 2 3 4 5
GiOi tlnh:
Nfl' 1
Naill 2
440 Phircng phap nghien Cltu khoa hoc trong kinh doanh
2,1,7, Sir dung SPSS t-test m5u doc I~p

Kel qua duoc nJ'~p vao rna tr~n dfr li~u voi hai bien. Mot bien la thai
do doi v&i quang cao voi nam gia tr] (tu 1 den 5), va mot bien la gi&i
tinh vai hai gia trj (1: I1Ijo va 2: nam). De kie'm dinh thai do trung blnh
cua nam va nft vai quang cao nay nlur nhau va hay khac nhau,
chung Ih1,lChi~n tren SPSS nhir sau:
Analyze ~ Compare Means ~ lndependent-Samples

T-Test ~ Dua bi;', thai d9 uao 0 bier, kitm dillII Test
Variable(s) ~ Dua bien giai iinh VilO (; bien pfuill lIholll
Grouping Variable) ~ Xac dinh "hom Define Groups:
CfHlng tn c6 hai ,,110111
(1: 1It1- vil2: Hum) ~ Continue ~ OK.
SPSS cho chung ta ket qua trong cac bang sau day. Bang 12.6 1,,\
thong ke mo tel nhir trung binh, dO l~ch chuan, kich rhuoc m~u, VV.
Vi d ~I,ket qua nay cho thay co 173 khach hang nil' (gia tr] 1) va 134
khach hang narn (gia tri 2), Chu Y Iii m&u doc I~p nen kich thuoc cua
chung khong dln phai b~ng nhau,
Bang 12,7 cho chung ta ket qua kiern dinh. Ket qua cho tha'y e6
str khac bi~t giiia hai trung blnh trong dam dang (p = 0.000). Nhir
v~y, hai trung blnh dam dong khac nhau. Trong truong hQ'P nay
11, > 111 (Bang 12,6), Hay n6i each khac, khach hang nfr danh gia
quang cao nay cao hem khach hang narn.
Bang 12.6. Group Statistics

Ciai
y tinh n Mean Sid Oev Sid Error Mean
Thai dO Nit 1 173 3.76 ,998 .076
Nam2 134 3.45 1.023 ,088
Chirong 12. Mo hinh t-test va ANOYA 441
Bang 12.7.Independent Samples Test

Levene's t-test for Equality of Means
Test for t df Sig (2- Me. Sid 95%
Equality tailed) n Err Confidence
of oW OiH Interval of the
Variances Oiff
F Sig Lower Upper
Equal
variances .443 .506 2.72 305 .007 .32 .116 .087 .544
assumed
Equal
variances
2.71 282.63 .007 .32 .116 .086 .544
Cung din chu y them Ii de kiem dinh t, truoc tien chung ta phai
kiern dinh phuong sai cua hai m1\u (nu' va narn). Phep kie'mdinh nay
cho thay gia hi p (dung phep kiem dinh F) co gia tri p = 0.506 > 0.05.
Dieu nay c6 nghia 1a chung ta chap nh~n gia thuyet la hai plurcng sai
cua cua hai m1\u b~ng nhau. VI v~y khi doc ket qua cua kiem dinh t
chung ta phai doc & dong thu' nhat (equal variances assumed). Neu
gia sir gta dinh phuong sai dong nhat khong chap nhsn (sig F < 5%),
chung ta phai doc ket qua so sanh hai trung blnh 6 dong full' hai
Bang 12.10 (equal variances not assumed),
3. So sanh ba trung blnh tr& len: m6 hinh ANOVA

ANOVA III ten goi t5! cua cac phirong phap phfin rich phuong sai
(ANalysis Of VAriance) duoc sir dung de so sanh rrung binh nf ba
dam dong tro len (nho lai t-test dung de so sanh rrung binh cira hai
dam (long). M6 hinh ANOYA SLr dung phO' bien de so sanh trung
binh cac dam dong voi dfr li~u khao sat (survey data) va dac bi~t Iii
du' li~uthu' nghiern (experimental data). Cling d1U y 111dfr li~ukhao
sat hay duo [j~u thir nghiem. xu Iy tren mo hinh ANOVA, ve co ban 111
nhu nhau, Diem khac nhau 111tcong thiet ke d,e'thu th~p dll' li~tJ. Dfr
442 Phuong phap nghit!n cuu khoa hoc trong kinh doanh
li~u thu' nghi~m duqc thu th~p thong qua cac thiet ke tlur nghj~m v6i
cac xU-Iy (treatments) theo muc dich nghien ciru. VI v~y, nhimg phan
tiep thea trong chuong nay trinh bay phuong phap ANOV A de'so
sanh trung blnh n6i chung, khong phan biet la dtl' li~u khao sat hay
dfr li~u Ihu nghi~m.
3.1. Md hinh ANOVA

Cac bien trong phuong phap ANOVA gom mot bien phu thuQc djnh
hrong y~va mOl hay nh.i'eu bien dQc I~p X, dinh tinh. Trang cac thtr
nghi~m Y" Ihuong diroc goi la do luang va Xi thuang duoc got 111
cac XLI' IY.
Khi c6 mot bien di;lc l~p X" nhu trong rruong hop thv nghiem
ngfiu nhien hOM 101m,phuong phap ANOV A diroc gQi III ANOVA
mot chiCu (one-way ANOVA). Nell c6 hai bien dQc l~p nhu trong
truong hop thtr nghiem khoi ng5u nhien, phuong phap ANOVA
duoc gQi 111ANOVA hal ehicu (two-way ANOVA), vv. Truong hop
e6 tu' hai bien phu thuQe, djnh luong rro len, thi phuong phap
ANOV II IllC nay bien thanh cia bien, goi t~t 111 MANOV II
(Multivariate ANnalysis Of VAriance).
ANOV A tlurong duoc xep VaGnh6m phan tich dan bie'n VIn6
duoc dung de' xem xct rmrc dQ khac biet gilfa cac nhom rren co 56
cua mOl bien phu IhuQc (djnh luong). Chung ta cling can chu y chieu
cua ANOV A liien quan den bien doc I~p va phan tich don bien hay
da bien rrong ANOV A phu thuoc vao so luong bien phu thuoc'.
I Trong philn rich dinh luvng. chung ta cO hai nhom phan lich chinh: phan
lich ph... thuQc (dependence methods) niru cac bien dtra vao phan lich co bien phu
thu~ vIIbien rlqc I~p (vel hoi qui. ANOVA, vv), va philn tieh phl,lthuQc lrin nhau
(interdependence methods), trong d6 cac bien dua v~ophan tich khong e6 bien nao
lilbien phllthu(>c hay bien dQclip mil chung ph\llhu(k lful nhau (vd, EFA,Cluster
Analysis, vv). Trong nhom phSn tich phu thuQc,chung thl10ng dllQ"cchia ra thanh
hni phep phiin Hch: phan tich don bien (univariate analysis) va phan tlch da bien
Chuong 12, M6 hlnh t-test vii ANOVA 443
Cho Y la, neu so sanh voi rno hinh hoi qui, mo 111nhANOV A Iii
dang d~cbi~t cua mo hlnh hoi qui trong d6 bien tat ca cac bien doc
l~p Iii bien dinh tanh, ANOV A mot chi'eu wong duong voi mo hlnh
hoi qui don, ANOVA hai hay nhieu chieu wang duong voi mo hinh
hoi qui boi va MANOVA wang duong v&i mo hinh hoi qui da bien,
Do d6, chung ta c6 the' gQi ANOVA rnQt chieu Iii ANOVA don
(Simple ANOVA), ANOVA cia chfeu la ANOVA bOi (Multiple
ANOVA) va MANOVA Iii Al\:OVA da bien (Multivariate ANOVA).
Cac rno hinh nay trong ho rno tuyen tinh tong quat GLMs (General
Linear Models), Mo hlnh ANOVA dwoc bieu di~ trong Hinh 12.1.
Hlnh 12.1. Mo hlnh ANOVA

ANOVA 1 eM'"
X y
t)lnh lil1h Dinhluvng
ANOVA 2 cllI'f'lI
Xl y
Dlnh tinh Djnh IU'Qng
X2 ~
Dinhtinh
ANOVAII elll'"
X y
Dinhlinh Dinh lUling
Xi
Dlnhtinh
Xn
Dlnh tinh
(multivanate analysis). Cach phiin loai n~y dua V30 sO h.n;mg bien phu thuQe: neu
chi co I bUrn pI1\! thuQc chung ta gOI cac phep philn Hch nay Iii philn tich dcm bien
(vd, ANOVA, h()1qui don, ho, qui bQi, vv); neu co tit 2 bien ph.,. thuQc tr6 len, cac
phep phon tich dvoc go; Iii phSn rich da bien (vd, MANOVA, h'Oiqui da bien, vv),
444 Phucng phap nghien cuu khoa hoc trong kinh doanh
Bie'u di~n ANOVA 6 dang rna hinh diu true (structural model),
chung ta c6 the' bieu dien ANOVA 6 dang rna hlnh trung binh (mean
model), rna hinh nay e6 dang:
Trong d6:
• y~:bien phu thuoc dinh luong,
• p,: trung blnh cua nhorn i,
• i - 1,2,..., k: so nh6rn can so sanh (so nh6rn cua X" trong thir
nghi~m, k ducc goi la cac xu ly),
• j - 1,2,..., N: kich thuoc dam dong,
. ,.,
• e, : sal so.
Chung ta ciing co the' bieu dien ANOVA duoi dang mo hlnh

hi~u lmg (effects model) c6 dnng sau:
Trong d6:
• J.I: rrung blnh tong the' (trung blnh cua trung binh cac nhorn),
• r, = p, - u :khac bi~t trung binh gifra cac nh6rn.
Mo hlnh hi~u lmg duoc goi la mo hinh hi~u irng eo dinh co

djnh (fixed eHects model) neu k diroc chon tnroc (fixed). Neu k Iii
mot rn~u ella cua mot dam dong (vi du trong thu nghiem, chung ta
co mot dam dong cac Xif Iy va chi chon ng§.lI nhien k xu
Iy trong dam
dong xlr Iy nay) thi hie nay T, Iii mot bien ng~Ll nhien. Me hinh hieu
ChU'Ol'Ig l2. Mo hlnh t-test va ANOVA 445
ung dang nay dU'qc gQi la rno hlnh hieu ung ng~u nhien (random
effects model). Ciao trinh nay chi t~p rrung v110rno hlnh hi~ll (mg co
dinh, nghia la so hrcng nh6m duoc chon truce va co dinh,
3.2. ANOVA mQt chi'eu

Phl1011gphap ANOVA mQI chi'eu cho phep chung ta so sanh trung
binh cita k (k cO djnh) m~u ng~u nhien va dQC I~p vOl nhau, c6 kich
thu6c """2 ..... 11. diroc chon tir k dam dong (II = ", +"2 + ... +11,; Bang
12.8). Mo hinh nay pho bien trong 010 hinh thir nghiem ng~u nhien
hoan loan (completely randomized design).
3.2.1. Truong hop cac darn dong c6 phan bo chuin
De' tlurc hi~n ANOV A mot chfeu chung ta gia thuyet cac dam dong
nay c6 cung phuong sai va co phan bo chuan N(p.,o-l). Gia thuyet
khong H" Iiicac dam dong co trung blnh nhir nhau.
Trong do, #,111trung blnh ella dam dong thl1 i. Gia thuyet thay
the HH (gia thuyErt nghien cuu) iii co it nhat hai trung binh khac nhau,
Trung blnh tong the' (overall mean, chu y tuong tv nhu cac dang
phan rich khac, chung ta ky hj~ll Y thay cho Y khi no iii cua mau)
duoc tinh theo cong thuc sau:
_ 1~ _
y =- L_.1I,y,
11 ;..-1
Bang 12.8. Dif li~u ANOYA mQt chieu
Nh6m
Quan sal 1 k
YII Y., Yll
Y" Y" Y",
Y,., Yw• Yt..
Tnlng binh m~u: - Ii: Y"

Y, =-
III t.1
-
y, =-LY#
I·' - n.I Iy,.
Y. =-
11, J''i-I I-I
Chung ta hay xem xet cac bien thien trong rnf hinh. Truce tien,
bien thien gilta cac nh6m, cho nh6m thlr i lit:
(V, _ y)'
Chung ta e6 tong cac bien thien giii'a cac nhom SSG
(between-group sums of squares) la:
SSG = Ln,Cy;- y)'

I-I
I~ien thien trong nhorn, d10 nhorn thir i la:
.,
L:(Y" - y,)'
1'=1
Tong cac bien thien trong nh6m SSw (within-group sums of

squares):
Chuong 12. M6 hinh t-tesr va ANOVA 447
A lit
SS... = LL(YII
...·1,-I
- .v,)'
Tong bien thien trong nhom va giifa cac nhom SS, (Total sum
of squares):
SS, = SSe + SS., =

.L"iCYi- ,~
ji)' + LL(Y. - ji,)'
i..1 ,.. , j",1
Quyet djnh chap nh~n gia thuyet H. (tit choi gia thuyet Ho)
neu gia tri thong ke cua F 1611han gia tr] toi han Fk_I .• _t.a:
Trong do:
• MS G = SSg : trung b'InJ1 b'"

len t1" ,- nh6 m
114m gma
k-l
• "S' IV
lv, SSw trung b'Inh b'N
= --: len th"
len rrong n he
om
I/-k
Khi trung blnh (thea b~c tt! do) cua bien thien giefa cac nhom
voi nhau 1611hon trung binh bien thien trong cung nhorn mot co
nghia la e6 sv khac bi~t it nhfit giC'ratnmg binh ella hai nhom. Neu
trung binh ella bien Ihien giira cac nhom nho hon trung binh bien
thien trong cung mot nh6m thl bien thien ANOV A chu yeu 111 bien
thien trong nhom, Vi v~y, chung ta ket lu~n la trung blnh ella cac
nhom khong khac nhau. Cac thanh phan ella ANOVA duoc t6m t~t
trong Bang 12,9.
Bang 12.9. Bang ANOV A mQ! chieu

Loai Bidn Il~c Trung binh F
Ihien
bien lhicn tv do df bien thien
Giira nh6m SSG k-l }.1St; = SSe

k-I
Trong nhom SSH n-k MS. = SS._

II-k
Tong SS, 0-1
3.2.2. Vi du ANOVA mQt chi'eu: dir )i~u thil' nghiern

Gia Slf chung ta muon so sanh hi~u Ung ella ba dang POP
(POp,. PO~. PO~) vao doanh thu m{>t thuong hi~u, chung ta thuc
hi~n thLf nghi~m b5ng each chon ngilu nhien 20 cira hang va chia
ngall nhien chung ra th1111hba I1hol11 Nhom A gom 7 cua hang dung
de trung bay POp,; nhorn B cung co 7 cLra hang de' trung bay PO?"
va nh6m C gcm 6 cua hang de trl1'l1g bay POp, _ Doanh thu thu th~p
duoc trlnh bay trong Bang 12.10.
Bang 12.10. Dii'li~u thu th~p til' tlur nghi~m

Doanh thu eM e,m hang (tri~u dong)
Nh6m A ( POP,) Nhom B (PO~) Nh6mC(PO~)

122,5 12~.9 122.7
120.0 123.0 1223

120.0 122.1 1232
121.5 123.0 123.4
121.2 123.6 123.9
121.0 122 1 123.6
120.4 123.5
Chuong 12. Mo hinh t-resr VJ ANOVA 449
Bang 12.11a. Du' Li~u6 dang fila tr~n d~ xU Iy tTen SPSS

Doanh thu c6c cita hang (Iri~lIdong)
YI/ (doanh thu) x (xu Iy)
122.5
120.0 1
120.0 1
121.5 1
121.2 1
121.0
120,4
124.9 2
123.0 2
122.1 2
123.0 2
123.() 2
122.1 2
123.5 2
122.7 3
'122.3 3
'123.2 3
123.4 3
123.9 3
123.6 3
Bang 12.11a trinh bay dang rna tr~n dfr lieu de xU Iy tren SPSS
va Bang 12.11bIii thong ke mo tii m5u. Tir dfr lieu nay chung ta tinh
duoc cac thanh phan cua bang ANOVA theo cac cOng tlurc tinh
chung. Trong bang kiem dinh phuong sai dong nhat (Bang 12.12)
450 Phuong pMp nghien ciru khoa hoc trong kinh doanh
chung ta thay gia tri p cua phep kiem dinh Levene khong c6 y nghta
(p = 0.598). Ket qua nay cho thay gift dinh phuong sai dong nhat
dl1<;7C chap nhan, Tiep thea, trong Bang ANOVA (Bang 12.13), gia trj
p G 0.000, co nghia la gia trj 1&0nhat rna chung ta eo the' chap nh~n
H O. Nhu v~y, gia thuyet 1/0 chi (1\r<;7C chap nh~n khi ex = 0%. Dieu nay
co nghTa Iii chung ta quyet djnh tir chOi gia thuyet khong Ho va chap
nh~n gia thuyet nghten cuu fiR 111cac POP khac nhau tao nen hi~u
Lfngkhac nhau tren cac cua hang.
Bang 12.11b. Thong ke rno ta

Kich thuac m~u n Trung blnh M OQ I~ch chuan so
POp, 7 120.943 .9016
PO~ 7 123.171 .9690
PO~ 6 123.183 .5913
T6ng 20 122.395 1.3567
Bang 12.12. J(j~m dinh phuong sai dlJng nhat

Levene statistic dJl df2 Sig
.529 2 17 .598
Bang 12.13. Bang ANOVA Ulli nghiern ng~u nhien hoan loan
LO~i bien Bien Trung blnh bie'n
df F p
Ihien Ihien Ihion
Citra nh6m 22.710 2 11.355 15.745 .000
Trong nhorn 12.260 17 .721
Tong 34.970 19
Chuong '12, Mo hlnh t-test va ANOV A 451
3.2.3.Vi d\1 ANOVA mQt chieu: dii' li~u khao sat

De dfmh gia rnuc d{>khac bi~t ve n6 hrc lam viec eua nhan vien
marketing trong cac doanh nghi~p e6 qui mo khac nhau (5100 nhan
vien, > 100-300 nhan vien, va > 300 nhan vien), Nguyen & Nguyen
(2011)thuc hi~n mOt nghien elm thong qua ph6ng van 364 nhan vien
marketing lam vi~e eho cac doanh nghi~p ~i TPHCM vo; thang do
n6 hrc trong ding vi~e (job effort) vOlthang do Likert 7 die'm, 1: hoan
loan phan dui va 7: hoan toan dong 'I:
Y,.Toi Ilion Ilion hoan thanh cOng vi~ccua rninh tai cOng ty toi dang lam
Yi .To, Ilion Ilion cu gllng hoan thanh tot cong vi~c cua rninh tqi cong ty toi
dang lilm
Yj ,Toi Itton luon c6 linh Ih'lll1rrach nhi~m cao voi cOng vi~c cua mlnh t~i
cong ty loi dang lam
r, ,T(li sSng sling Ibm th~m gio khi c'anthiet de hoan thanh cong vi~c t~i
d)ng ty tlli dnns lam
Ket qua Cronbach alpha va EFA cho thay thang do nay dat yell
diu vc gia tr] va dQ tin c~y, Vl v~y, tong ella bon bien do luong Iren
duoc sir dung trong phan tich ANOVA deso sanh SI,1' khac bi~t gilra
nhfin vien marketing lam viec trong ba nhom doanh nghiep co qui
mo lao d{>ngkhac nhau: bien phu thuoc Y la n6 hrc trong eong vi~e
va bien dQe I~p X Iiiqui mo (thea lao d{>ng)cia doanh nghi~p.
Y=Y,+Y,+Y,+y..
Bang 12.14 trinh bay thong ke rno ta cua Y (y trong m~u). Ket
qua kie'm dinh ANOVA tll' SPSS cho thay: kiem dinh Levene ve
452 Phuong phap nghien ciru khoa hoc trong kinh donnh
phuong sai dong nhat khong co y nghia (p ~ 0,175; Bang 12,15), nghia
la khong c6 51,1' khac bi~t ve phuong sai cia cac nhom. Tiep theo, ket
qua dinh 51,!' khac bi~t giira cac nhorn ciing cho thay khang co 5~r khac
bi~1 giira cac nh6m (p = 0.670; Bang 12.16). VI v~y, cluing ta ket lu~n
111nB h,re lam vi~c ella nhan vien khong khac nhau trong cac doanh
nghi~p cO qui mo lao dong khac nhau.
Bang 12.14. Thong ke mo ta y
Qui mo doanh nghi~p x M5u Y SO

!OlOOnh"n vien II, = 148 23.02 4.113
100·300 nhan vi~n "l =- 85 23.20 4.044
>300 "hlin vien "l = 131 22.7 3.320
TII"g N=364 22.96 3.823
Bang 12.15. Ki~m dinh Levene phuong sai dang nhilt

Levene Statlstic d(1 d{2 Sig.
"1.750 2 361 .175
Bang 12.16. Ket qua ANOVA

Loai bie'n Tong bien Trung binh bien
df F p
thien thien Ihien
Citra nh6m 11.747 2 5,873 .401 .670

Trong nh6m 5293.715 361 14.664
Tllng 5305.462 363
Chuong 12. M6 hlnh t-test vii ANOVA 453
3.2.4. Kielll djnh h~u ANOVA

Ket qua cua ANOV A cho chung ta thii'y la cac trung binh khac nhau
(It nhat co hai trung binh khac nhau). Tuy nhien, no kh6ng cho
chung ta biet trung binh n110khat nhau. De biet duoc dieu nay chung
ta dung cac phep kiem djnh h.iu ANOVA (ANOVA post hoc tests).
Co nhieu phep kiern dinh h.jll ANOVA nhir Tukey, Duncan,
Bonferroni, vv. Trong tnrong hop solm;mg cac djp trung binh din so
sanh nho, nguoi ta thuong dung phep kiem dinh Bonferroni. SPSS
cho ta ket qua tiTso li~u cua thi du tren trinh bay trong Bang 12.17.
Bang 12.17. Kiem djnh h~u ANOVA: Bonferroni

Khac b;~t cua Sa; )~ch p Khoang tin ~y (J
trung blnh (i-j] chua'n rmrc 95~(,
POp, POp, -2.2286 .454 .000 (-3.4337.-J .0234)
POp, POp, -2.2405 .472 .00] (-3.4949,-0.9861)
POp, POp, -.0119 .472 1.000 (-'[.2663,1.2425)
Ket qua cho t'hay (1 rrurc y nghla ex= 5% thl meu Ling cua PO/~
va POp, len nh6m cua hang B va C nhir nhau. Nhu v~y, chi co sv
khac bi~t giu'a Irtlllg hiuh dounh thu ella cac cira hang thuQe nhorn A
va B cung nhu i\ \;t C. Cia tr] p cua khac biet trung binh ella clfa
hang nhorn A va 1111'0/', vii POP,) la 0.000; nhorn A va C (POP, va
POP,) 1110.001. Vai 0 ~ 0.05 Ian hon rat nhieu so voi hai gia tr] nay.
Nhung so sanh nhorn B va C (POP, va POP,) thi sig = 1.000 > 5%.
SPSS se ghi luon ket qua nay: khac biet trung blnh co y nghia iJ rnuc
0.05 cho cac khac bi~t nao eo gia tr] p nho hem rrurc y nghia a dii
chon. Hay noi each khac, co 51,1' khac nhau gifra hi~u lIng cua
POp, va POp, cung- nhir POp, va POp,. Tuy nhien, khong co 51,1' khac
I,
454 J'J1l1'C)'I1g phap nghien cU'Ukhoa hoc trong kinh doanh
nhau gifra hi~u ti'ng cua PO~ va PO~vao cac cira hang thuQe nhorn B
vii C.
3.2.5. SI'r dung SPSS: ANOVA mot chieu
Tra lai vi du ANOVA cho tnrc'mg hop tlur nghiem ng~u nhien hoan
toan, dfr lieu (] Bang 12.10 diroc nh~p vao rna tr~ dii li~u SPSS bao
gom hai bien, mQI bien dinh luqng (thang do ti I~) cho doanh thu cac
rua himg va mQt bien dinh tinh (thang do dinh danh) cho ba loai
POP (POP"POPz' va PO~; Bang 12.11). ThI,fC hien phan rich
ANOVA mot chfeu v6i SPSS chong ta tien hanh nhu sau:
Allalyze -+ Compare means -+ One-way ANOVA -+ Nh~p
bie" pllll tllllPC (donnll thu) vno {j bierl phu thll9C Dependent
List vn 11"~pbi€rl /I(ic l~p (POP) vllo I! Factor -+ Options -+
Nit h c1111(i1 vno Descriptive vn Homogeneitsj of varia lice
test (ki€in dinh phuong sai cfOng nil 1, nghia lit ba dam dOllg c6
cling pluroug sai theo gin Ihl/yet elin ANOVA) -+ Continue -+
OK
Neu ket qua cho thay p (sig F) < 0.05 co nghla Iii e6 it nhat hai
Irllng blnh khac nhau nhurig chua biet Iii c~p rrung blnh nao, VI v~y
cluing ta tiep rue v6i Post hoc test (kiem djnh h~u ANOVA) sau:
Trong II(ip thooi ANOVA lilt it c",,(it viloPost Roc -+ L Y vi

if(!, Bonferroni -+ Continue -+ OK.
3.2.6. ANOVA mOl chieu: dam dong khdng c6 phan bo chua'n

Trong tnrong hQP cac dam dong khong co phan bo chuan thl chung
ta phai dung phep kiem dinh Kruskal-Wallis (nonparametrie test of
ANOVA). Xem xet n quan sat ng~u nhien cia k m§u doe 16p v&i
nhau, co kich thuoc theo thlr h.t Iii """, ....,".' duoc chon tit k dam
Chuong 12. M6 hlnh t-test vii ANOVA 455
dong: ,,= II, + ", I- , .. + "k . GOi R" R" .... R. thea thu tv Iii tong cac thLf
tv ella k m~u khi cac quan sat ella cac mall nay diroc s~p xep thea
thtf tv tang dan.
De' kiem djnh gia thuyet H. Iii cac tnmg binh dam dong nhu
nhau (II, = II, = .., = II, = ...= II. ), neu n, ~ S, chung ta dung phep kiern
djnh Kruskal-Wallis, c6 gia trj kiem djnh Iii:
12 {R'
w= L:-'
/1(/1 + 1) •• , n,
-3(11+1)
Quyet djnh tit ehoi glit thuyet khong Hu neu gia tri thong ke
kiem djnh W Ion hon gia tr] tai han xi-I.. :
lA/ 1
YI > X k-',.
3.2.7. Vi d\1 kiem djnh Kruskal-Wallis

Trang truong hop dam dong khong co phan phoi chuan, chung ta
khong the' dung ANOV A nhu trang truong hop dam dong co phan
phei ehuan nhu 6 Vi du 3.2.2 duoc rna phai dung phep kiem dinh
Kruskal-Wallis. Dc' dung phep kiem djnh Kruskal-Wallis chung ta
tien hanh s3p xep cac quan sat cua cac nhom et.'rahang, nrong tv nhu
Vi du 3.2.2 nhung v6i dl1li~lI moi, khong thea phan phoi chuan, thea
thu tv tllng dan (Bang 12.18).
Bang 12.18. Thir h,I' tang d"lindoanh thu cac nhorn ctra hang
C.ra hang nh6m A Cu. hang nhom 8 Cu. hang nhcrn C
POp, POp, POp,

Yb Th(r h" R, Yv Th(r h,!Rz y~ Th(r til R,
122.5 20 122.0 19 121.0 18

108.0 11 119.5 17 118.7 16
101.2 8 114.0 14 115.3 15
99.0 7 111.0 13 110.4 12

97.2 5 102.0 9 105.6 10
96.0 2.5 97.S 6 97.0 4
82.0 1 96.0 2.5
T(lng R, .54.5 T()ng Rz; 80.5 T(lng R, = 75
Trong trvong hop cac doanh thu co cung thu h,t' th11ay so trung
binh cua esc thll' IV ella chung. Thl du co hai cira hang co cung doanh
thu 11196 tri~u dong va chung co thtl' tv Iii 2. NhU' v~y, hai cira himg
nay se lay hai thl'r tt,r, thu' hai va thu ba. VI vay, thu' tv chung cua
chung 111trung blnh cua hai thu tl,I nay, 'h(2+3) = 2.5. Tuong 11.1' nhu
v~y trong truong hop co nhieu so do giong nhau. De kiem djnh gia
thuyet Ho 11:t cac trung binh dam dong nhu' nhau
(14 = P, = ... = p, = ...= lit), cho truong hop cac nl 2: 5, chung ta dung
phep kiem dinh Kruskal-Walis, gia tri thong ke kie'm dinh duoc tinh
nhtr sau (vd, Newbold 1991):
• R'
W=
/1(11
12
L-'
+ I) ••, ",
-3(n + 1) = 2.36
Clurong 12. Mo hlnh t-test va ANOVA 457
gUI tr] toi han cua phep kiem dinh, a rrurc y nghia a =
De' tim
5%, df - k-l - 3-1 - 2, chung ta tra ham Chi-binh phuong trong
EXCEL:
xi.Cd = 5.991> W = 2.36
Chung ta quyel dinh tll' choi gia thuyet H. (chap nh~n gia
thuyet HI,) vi gia rr] thong ke kiem dinh VV nho hon gia tr] toi han
Z:.o;. Nhu v~y, chung ta co dircc ket qua tlfOng It! nhir trong kiem
dinh cho ANOVA. Tuy nhien, voi phep kiem dinh Kruskal-Wallis
chung ta khong can dieu ki~n phan bo chusn ala cac dam dong.
3.2.8. Sll' dung SPSS: kiem dinh Kruskal-Wallis

Trang truong hO'P dam dong khong co phan bi) chuan, chung ta phai
Sll' dung phep kie'm djnh Kruskal-Wallis (kiem djnh phi tham so
dlmg cho trucng hop dam dong khong co phiin be>chuan). Trong
truong hop ANOVA, chung ta dung phep kiem dinh Chi-blnh
phuong voi bfic 1'1,1' do Iii k-I. Tro lai vi du trong Bang 12.18(ANaYA
mOt ehi'eu eho truong hO'P cac dam dong khong co phan bo chuan).
Vi trong trll'emg hop nay, dam dong khong co phan bi) chuan, cho
nen de kiem djnh s~rkhac bi~t hi~LItmg cua ba dang pop len cac cua
hang, chung ta phai slr dung phep kiern dinh Kruskal-Wallis. Tien
hanh phep kiem djnh nay Iren SPSS nhu sau:
Allfllyze -. Nonparametric Tests ~ K Independence

Samples -. Nh~p /lie" ph!1 Ihllqc (dorrnh thu) vila 6 bi€iz kitm
dillil Test Vrrrirrble List -. Nllqp bien dqc Iqp (POP) vilO 6
Grouping Vrrriable -> Define Ranges _, Nlzqp 1 vilo 6
Minimum vii 3 viio 6 Maximum -. Continue _, Nil h clllIqt
vilo Kruskal-vvallis H (trong Test Type) _, OK. Nel4 mu6h
458 1'11tI'O'ng
phap nghien cUll khoa hoc rrong kinh doanh
bi€1 them thong till ve t6m tilt tllong ke --> Option --> NIl n
cJm§/ vllo {j Descriptive --> Continue --> OK.
3.3. ANOVA hai chiiu: don quan sat

Nhir dii gic; thi~u, khi cluing ta co hai bien doc l~p, X, va x" chung
ta Slr dung mo h1M ANOVA hai chieu de' so sanh trung binh clla
bien phu thuQc Y". Mo hinh nay thu'img dU'I1CSlr dung de phan tich
car thlr nghi~m khfii ng~u nhien (randomized block design) va thir
nghi~m thira 56 hai xlr Iy (two-factor design). Trong phan nay,
chtmg ta xem xet ma hinh thlr nghiern khOi ng~u nhien.
3.3.1. Mo hlnh ANOVA hai chieu don quan sat

Me hlnh tht! "ghi~m khoi ng~LInhien cho phep chung ta kiern soat
hi~LIU'l1gcua ll10t bien ngoai lai (dong vai tro bien doc I~p thLr hail.
Nhir v~y, trong thiet ke nay chung ta phai phan cac dan vi thir vao
cac khoi va tien hanh XLI' Iy trong timg khoi mot. Can chu y la, khac
voi rna hlnh ng§u nhidn holm to an trong d6 cac m~lI chon doc I~p
nhau (independent samples), 1110hlnh khdi ng~lI nhien, cac m~lI
duoc chon theo cac tSp tuong xung (matched sets). Tuong tv' nhir
trong truong hop Il1~LIc~p trong so sanh hai trung binh. 6 day so
trung blnh din so sanh nhfeu han hal nen goi lit t~p Wang ximg,
nghia III chung wang xung voi nhau,
Tuy nllien, chung ta can chu y khai niern t~p wang xl!'ng khong
co nghia la cac quan sat luon luon phu thuoc nhau. Uly vi du, neu
chung ta chon mot ngu'ci danh gia ba chirong trmh dao tao A, B, va
C. Ba so do nay phu thuoc nhau vi mot ngttOi tni lai danh gia ca ba
chuong trinh. Bay gio, neu chung ta co mqt bien till!' hai va xem n6 la
bien ngoai lai din kiem soat n6, lay vi du giai tinh (nam va nl'r).
Chung ta chon ba nguoi (] nhom nam va cho ngooi till!' 1 danh gill A,
ngum thlr 2 danh gia B, va nguoi till!' ba danh gia c. Tuong n,r nhU'
Chuong 12. Mo hlnh t-tesi val\NOV 1\ 459
vay, chung ta cung chon Irong nh6m nil' ba ngtrOi va mbi nguai danh
gia mQI chuong trlnh. Tnrong hop nay ciing Iii tap wang ximg
nhimg cac so do (quan sal) doc I~p nhau (Bang 12.19).
Bang 12.19. T~p Wang xlrng

Quan sat phu thuoc Quan sitt dQcl~p
1\ a C A I:l C
Nom 1 Nam 1 Narn 1 Nam1 Nam2 Nam3
Nil 1 ;\Iii I Nul NfrJ Nu2 Nfr3
Cung chu y
them 111Irong lap luang irng, kich Ihu(7c m~u cia
cac nh6m deu nhir nhau: II, = ", = ...= ",. Nh6 lai 111trong mo hinh
ANOVA mQt chfeu, m~lI chon doc I~p, kich thuoc milu khong nhat
Ihiet phai biing nhau. Truong hop nay ding lUang t~r nhu trong
t-tesr voi m~u doc I~p thi kich thuoc mill ella cac nh6m khong can
b~ngnhau,nhung trong rruong hop miill C~PI kich tluroc m~u luon
luon nhu nhau,
Bang 12.20. Oil li~u thu du'Q'c tir rna hinh khoi ng~u nhien
Nh6m (xu Iy)
Khoi (bien ngoai lai) 2 k Tr.mg binh tltl!O kh61
1
y" y" ~Y" Y., Y.•
2
Y'l Yu y" Yo Y.1
1,) Y1/ Yu Yll YI
h Yu YIA YkIo
)l2k ji"
Trl/lIg bl,,/r iheo IIMIII y, Y1 y, y, Trung billh 16i'8 ",f .ii
460 Phuong phap nghien ciru khoa hoc rrong kinh doanh
Tro lai rna hinh thit nghiern khoi ng~u nhien trlnh bay trong
Bang 12.20, chung ta c6 cac bien thlen sau:
Bien Ihien giu'a cac nh6m:
;
SSG =" L(Y, - y)'
1_1
Bien thien gifra cac khoi:
SS" = k L(Y
• i - y)'
i-I
Sai so:
A "
SSE = LL(Yii
i_I
~.J
- Yj - Y.J + ji)'
Tong bien thien:
k I,
.'lSI' = SSG + SS. + SS/S = LL(Yij _ y)'
i_I ;=J
Cia thllyet H" la ('I) trung blnh thee nh6m (II!. i = 1.2.....k) va (2)
trung blnh thee khoi (II). j = 1.2..... h) cua cac dam dong la nlur nhau:
H", : II, = III = = IIi = ... = fl.

HOl :p, =1', = =p, =·..=P.
Cia thuyet nghien cuu HR lit (1) it nhat c6 hai trung binh thee
nh6m nhir nhau va (2) It nhat co hai trung binh thee khoi giong
nhau. Dieu ki~n cho phep kiem dinh nay Ja cac dam dong ella tat ca
cac quan sat co philn bo chuan N(p,a')va e6 cung phirong sai. Bang
12.21 t6m tiit cac thanh ph3n cia ANOVA hai chteu phan rich dit li~u
tll thLt nghi~m khoi ng~u nhien. ChUng ta quyet dinh tir choi gia
thu yet Il 01 neu:
ChU(1"l:I 12. Mo hlnh t-test va ANOVA 461
F ---->
MS. F.
A1Sc H,f.-IIO I).•
Bang 12.21. Bang ANOVA hai chieu

Lo~i bie'n Ihien Tong bie'n U~c tv do Trung blnh bH!n F
thien Ihlen
MS = SSG MSG
Gifra nh6m SSe k-l
C k-I MS,
MS. = SS. MS.

Giira khoi SSs h-l
11-1 MS,.
MS. _ SS~
Sai so SSp. (k-I)(h-l) (k -1)(11 - I)
Tong SST kh-l
3.3.2. Vi du ANOV A hai chieu: thu' nghiem kJl0i ng~u nhien

Tro lai vi du hi~lI ll'ng CUll POP len doanh thu cua clra hang trong
truong hop ANOV A cho thLI'nghi~m ng~l.l nhien holm toan. Tuy
nhien, gia Sll' bay giG nha nghien CUll thay r~ng di~l1 tich mat b~ng
cua ora hang c6 the IIImot bien ngoai lai co kha nang tao nen s~r khac
bi~t CUll doanh thu (thi du co sau 10<)1kich thU'GCcira hang). VI v~y,
phai dung thlr nghiem khoi ng~u nhien de' xern xet hieu lmg cua bien
ngoai lai nay. Thir nghi~m duoc tien hanh nhir sau:
Trong mai nhom (dU'(,)cgoi 111khoi) kich thU'GCct'ra hang (tit I
den 6), chon ng3u nhien ba cira hang. Mai clra hang se diroc trttng
bay mot kie'u POP. Nhu v~y, chung ta co tong cOng18 clra hang eho
sau loai di~n tich m~t b3ng khac nhau. Ket qua thu duoc trlnh bay 6
Bang 12.22. Tu nhUng so lieu thu duoc cua thlr nghiem trong Bang
462 Phuong phap nghiell cuu khoa hoc trong kinh doanh
12.22 va dua vao cac cong thuc tinh cac thanh phan ella bang
A NOVA, chung ta eo the' d~ dang tinh du'oc cac thanh phan nay,
trlnh bay (] Bang 12.23. Ket qua cho thay co it nhat co mQt c~p nhom
khac bi~t (p a 0.013; Bang 12.23). Vi v~y, chung ta can kiern dinh h~u
ANOVA deu biet duoc nhom nao eo khac biet (Bang 12.24). Ket qua
d10 thay cac c~p nh6m POp, - POPz va
POp, - PO~ khac bi~1 (p =
0.043 va 0.019) nhung POp, - PO~ khong khac bi~t (p = 1.000),
Neu chon rmrc oj nghia a ~ 5%, ket qua trong Bang 12.23, cho
phep chung la chap nh~n gia thuyet nghien ciru H NI la "Cac POP tao
hieu lrng khac nhau vao doanh thu cac rua
hang" (p = 0.013 < 0.05)
va tlr choi giil thuyet nghien ciru 11Rz 111"Oi~n tich m~t b~ng cua cua
hang khong tao nen S~I'khac bi~t ve doanh thu" (p = 0.058 > 0,05),
Bang 12.22. orr li~lIthu th~p til' thit ngbi~m kh5i ng~lI
nhien
Doanh tim cua hang YQ (tri~udong)
lo~i diqn rich Trung
Nh6mA Nhom B Nh6mC
cua cu-a hll ns (PO?,) binh
(POP,) (PO?,)
(khi)l) kh6i
126.20 123.80 126.00 YI~124.33

2 125.00 123.50 125,50 y, =124.67
3 126.00 124.30 125.90 y, c 125.40
4 124.50 123.60 124.10 y, = 124.07

5 124.00 123.80 123.80 ]i, = 123.87
6 124.10 124.50 125.50 Y. =124.70
Ttung binh nh6m Y, = 124.97 y, = 123.92 y, = 125.13 Y = 124.67
Chuung 12. Mo hillh t-test va ANOV/\ 463
Bang 12.23. Bang ANOVA vi d\l thir nghi~m kh5i ng~u nhien
LO~ibien Tong bien B~c til Trung blnh F p
thien thien do bien U,jen
Giiia nhom 5.221 2 2.611 6.896 .013

Gilra khoi 5.949 5 1.190 3.143 .058
Sal so 3.786 '10 .379
Tong 14,956 '17
Bang 12.24. Kie'm dinh h~u ANOVA

Khac bi~1
Sai I~ch Khoang lin c~y
trong binh (i-jl chuan p 95%
POp, POp, 1.0500(-) ,35523 .043 (.0305,2.0695)
POp, POp, -,1667 ,35523 1.000 (-1.1862,,8529)
POp, POp, ·1.2167(') .35523 .019 (·2,2362,-.1971 )
3.3.3. Sir dung SPSS: ANOV A hal clti'cu dan quan sat
Tro lai vi du Bang 12,22 (ANOYA hai chfeu eho mrong hop thir
nghiem khoi ng~u nhien), dii 1i~u 6 Bang 12.22 duoc nh~p vao ma
tran du lieu SPSS bao gcm ba bien, m!>tbien dinh Iuong (thang do ti
l~) cho doanh thu cac rna hilng va
hai bien dinh tinh (thang do dinh
danh) cho ba loai POP (POP"POp", va POP,,), va cho loai di~n tich .
ella rna hilllg (lay gia trj tir 1 den 6)
De kiem djnh hi~u lmg ella ba dang POP len doanh thu elsa cac
cua hang, chung ta tien hanh tren SPSS nhir sau:
Analyze -+ General linear models -+ Univariate -+ NII(lp

bi/ill phu thutlc (doanh filii) vno 0 bi€h phF Ihugc Dependent
List va nhap bi€h ph!1 lI,upc (POP va cua hang) vaa 0 Fix
464 Phuong phap nghien clru khoa hoc trong kinh doanh
Factor (s) -; Model -; Nil il c/1ll91vno Custom -; Dun lta!

bielr doanh thu vn CI~'nhang (I;:, Factors and Covariates) vno
Model -; Nil iJ c/1II91 vao Ihny Interaction bang Main effects
(vi cllI~llgIn chl c6 1 quan sal cho 1 a nen kJwng the ttich hi?"
Ihlg /16 IU(1l1grn kiJ6isni s6) -; Continue -; Options -; Vho
Descriptive statistics (lieu milan bief thong till mo la) vti
HOlllogelleit1j tests (dt kiem dillh tinh dOng nh ~ clia sai sf/
pJIJfC1IJg
sai gi;m cac nhiun) -; Cantil/lie -; OK.
3.4. ANOVA n chieu: Ihli nghi~m Ihira so

Tuong tv nhir thtr nghiern ngfiu nhien hoan toan va tIltf nghi~mkh5i
ng~L1 nhien, phuong phap ANOYA duoc dung de phan rich cac thll'
nghi~m thira 55. Day III truong hop tong quat cua thir nghiern voi n
bien doc I~p (n ehfell). Chung ta nghien CUll tnrang hop thir nghiem
thua 55 c6 hai bien doc I~p (hai xLrIy) voi ANOYA hai chieu. Nguyen
tllc XLI' Iy eho cac thir nghiern thLJ'aso voi n bien doc I~p (n chfeu)
cfing nrong tv nlur v~y.
3.4.1. Mo hlnh ANOY A hai chieu: tht'r nghiem thfra so

Tro I<)i mt> hlnh thll' nghi~m thira 55, gia Sll' bay giG chung ta c6 hai
xli' Iy A va B: xu' ly A c6 a rrurc va xir Iy B co b rmrc. Nhir v~y, trons
thtl' nghi~m nay chong ta co tong cong axb rrurc xt'r ly ket hop. Vl the,
mo hinh nay duoc gQi la mo hmh thir nghiern thira so AB(axb).
Trong m8i rrurc xuly ket hop chung ta tien hanh nhi'eu (r) quan Silt
(Bang 12.25). Day Iii dilli~u (1 dang ANOVA hai chfeu vOi do hrong
I~p lai (replicated measures), ky hi~u la AB(axb:r). Cac bien rhien
dttqc t6m teit trong BAng 12.26.
Chuang 12. Mil hinh r-tcst va ANOVA 465
Bang 12.25, orr 1i~\1tlur nghi~m thira so axb: r

Xu Iy 1
xe I)' 2 1 2 a
J'lIl YII' )~I'" )"11 V)l~ Y:u, Y~IIYtt! Y.\I,
2 )'11' .)'UJ Y.:, >"11 Vm )':], Y.11Yttl Ytl ..
b )". Jill> >'tw Y:.u y~.., Y,. Y",l YUIY",
Trung blnh long the':
Tuong tv nhu trong rnrong hop thtr nghiem khoi ng~u nhien,
trong thu' nghit:m IhLJ'aso cluing ta eo bien Ihien ella hai xu' Iy A va B
(ruong t~I'nhu bien thien giG'anhorn va giCrakhdi), bien thien sai so.
Tuy nhien, voi thLI'nghiqm thll'<1so co nhieu quan sat trong mot 0,
chung ta c6 the kham pha hi~u t'mg h6 ttrong giua cac XLI'IY. VI vay,
cac bien Ihien bay gio co them bien thien h6 tuong (SS,; Bang 12,26).
Chu y them 18neu chi c6 mot quan sat cho mot 6 (nhir trong trU'(}ng
hQP thtr nghi~m khoi ng5Llnghien) thi chung ta khong the xem xet
bien thien h6 luang vi bie'., thien nay co (a-1)(O-1) bac tv do. Day
cling la b~c tv do cua bien thien sai 56, Nhu vay, nell xem xet bien
thien h5 nrong thi ILICnay bien thien sai so khong con bac tv do niia
(hac tv do " 0), nen chung ta khong the kie'mdinh mo hl.nh duoc.
Tong cua bien thien xu Iy (A va B) va bien thien h6 ttrang giC'ra
chUng thirong dlrQc gQi la bien thien cia rno hinh, ky hi~u la SSM,hay
bien thien giai thich diroc (explained sum of squares):
466 Phuong phap nghi<?ncuu khoa hoc lrong kinh doanh
Nlur v~y, trong bang ANOVA co trung binh bien thien cua hal
thanh phan nay. Cac thanh phan cua ANOYA eho thu nghiem thira
so axb:r duoc trinh bay trong Bang 12.27.
Bang 12.26. Bie'n thien ANOYA hai chfeu: axb:r

Cae bitn thien 8~ctl! do
Tong bien thien:
•
Gil'. esc xu Iy A: SSA = bI'L(Y, _ jill
10' a-1
Gi[,a cacx(tly 8: SSn : (lrL(ji). _ ji)l

•
;-, b-l
I. "
H6 tHong: 5S, = rLL(iiy. -,ii,. - Yj + :;;i
; .. 1 ,.., (a-l)(b-l)
" h ,..
Sa; so: SS,; = L LJ.' L (y", _ Ylj )'
i.1 rei ab(r-l}
Gia thuyet khong H 0 va gia thuyet nghien ctru lJ. rrong thtr
nghi~m thua so A B(axb:r) duoc phat bieu nhu' sau:
lio.: Trung binh cua tat cis cac muc xu Iy ket hop (axb) nhu
nhau (P. = 1', = ". = 1'... ).
H R.: It nhat cO hai trung binh cua axb rrurc xu Iy ket hop khac
nhau.
1/01: Trung binh ora a rmrc xu Iy cua xU Iy A nhir nhau
(I'. = 1'1 = '" = 1'.).
Chuung 12. Mil hmh Host va ANOVA 467
/I RI : it nhat co hai trung binh cua a rmrc xu Iy khac nhau.

H.,: Trung binh cua b rmrc xlf Iy cia xu' Iy B nhu nhau
(PI = PI <= ... = P.)·
/I RI: it nhat c6 hai trung binh cia b rrurc xu Iy khac nhau.
fI". : Khong co hieu irng h5 luang gifra xu Iy A va B.
H •• : Co hi~u ling h5 nrong gifra hai xu Iy A va B.
Bang 12.27. Bang ANOV A hai chi'eu axb:r

Lo~i biC'n Ihien Tilng B~c 1\1'do Trung binh F
"'IS = SS.
MS
--4.
Ciua de xu Iy 1\ SS" a-1 US,
A a-I
MS = SS. MS.
Giua CDC XLI' Iy B SSn b-'I
8 b-\ MSe
MS, = SS, NlS,

H8 nrong SS, (n-'I}(b-I)
«(1- I)(b-I) USe
'''IS = SSM MS"

-'-
Mu hinh SS,I'/ ab-I M ab _ 1 MS,
SSE
Saisa SSE ab(r-I) MS, =
ab(r-I}
TilnS SST abr-I
Di'eu ki~n Can c6 eho phep kie'mdinh IIIcac dam dong cua kxh
mlre xu Iy c6 phan bo chuan N(p,a1), co cung phuong sai va cac
quan S<11 ng5u nhien va dQC I~p. Chung ta quyet djnh fir choi gia
thuyel fI 01 neu:
468 Phuong phap nghien cln.1 khoa hoc trong kinh doanh
Quyel djnh tll' choi gia thuyet H 01 neu:
Quyet djnh tll' ehoi ghi thuyet HOl neu:
Quyet djnh tit ehoi gia thuyet H04 nell:
3.4.2. Vi du ANOV A hai chieu: !hit nghi~m thira so

Cia SlY chung ta muon thir ba dang POP (POP"POP"POP,) va nam
kieu bao bl PK, ky hi~u 111PK"PK"PK"PK"PK. cho mot thuong
hi~u. D~' thir ba dang POP va nam dang bao bl cluing ta phai tien
hanh m~t thlr nghi~m thira so 3><5.Thu' nghi~m nay c6 hai bien doc
I~p vai 15 rnuc xlf Iy ket hQP (3x5) khac nhau.
Thu nghi~m thira so tn~n duoc tien hanh b~ng each chon ng~lI
nhien ba cua hang cho mBi mire xu Iy ket hop va do hrong doanh thu
cho tung ora himg trong mot giai doan nao 06 (vd, trong mot rnan).
Nhir v~y, chung ta din 45 cira hang cho thu nghi~m nay. Mot each
chinh xac Iii chung ta chon mot cua hang cho mot x{r Iy ket ho-p va c6
tong cong la 15 eua hang cho mQt ran thu nghi~m. Chung ta I~p l<,li
ba lan, mBi Ian vai 15 ora hang khac nhau nen chung ta e6 tong cOng
45 cua hang. Cac thuc hi~n nhir v~y OUVC got la Ia,p lai thit nghiern
Chuong 12. Me h1nh t-test va ANOVA 469
(replicated experiments) va cac do hrong cho ba cia hang (ba ran I~p
I~) duoc got 111do luong I~p lai.
Chung ta cung can phfin bi~t gura do luang J~p lai va do luang
nhi'eu Ian (repeated measures). Nell trong thLrnghi~m tren, chong ta
khong I~p lai m9t thlr nghi~m cho ba ora hang khac nhau chi rna
dung mQI thu nghi~m cho mQI rna hang nhung do luang trong ba
Ian lien tuc (vd, moi tuan mot ian), thi cac do luang nay duoc gQi Iii
do lutmg nhieu ran. So li~u thu th~p diroc tV thtr nghiern diroc trinh
bay lrong Bang 12.28.
Bang 12.28. Doanh thu (tri~u dong) ctra hang: lhir nghiem 3x5
Kie'u bao bl Lo~i POP (xU-1y1) Trung binh: PK
(xu' Iy 2) 1"01"1 1"01"2 1"01"3
PK I 128.00 120.00 129.50 125.39
126.50 122.00 129.00
'126.00 120.50 127.00
PK ~ 124.00 1'17.50 126.50 122.8.9
'124.50 "19.00 125.00
122.50 120.00 127.00
PKJ '130.00 123.00 128.50 128.06
13'1.50 125.00 130.00
132.50 124.50 127.SO
PK. 120.50 119.00 120.50

122.00 120.50 118.00
122.00 119.00 117.50 119.89
PKs 120.00 122.00 126.00
118.00 122.00 '126.00
121.00 121.00 127.50 122.61
Trung binh: POP 124.60 121.00 125.70 ji = 123.77
Dua vao cac cong thuc ella phuong phap ANOV A cho thir
nghiem thLl'as0, truong hop hai xu ly2, chung ta tinh duoc cac thanh
phan cua bang ANOV A (Bang 12.30).
Bang 12.29. Kiem djnlt Levene phuong sai dong nha't
F dfl df2 Sig.

.481 14 30 .926
Bang 12.30. Bang ANOVA: vi du tbu nghiem thira s6 3x5

Loai bien thi en Tong bien B~c Trung F p
Ihien Ioai t\1' do binh bien
III thien
M6 hinh hi~ll 689.967' 14 49.28 38.073 ,000

chinh
H~ngso 689318.45 1 689318.45 532520.6 .000
9
POP 181.30 2 90.65 70.03 .000
PK 343.52 4 85.88 66.35 .000
POP'PK 16514 !l 20.64 15.95 .000

Sais6 38.83 30 1.29
Tong 690047.25 45
Tong hi~ll chlnh 728.80 44
'R'.0.947; R' hi~u chinh = 0.922
2 Vci nhieu XU Iy each tinh v5n tuong h,t. Val 5\)' h6 trq cua cac phan mem xir
Iy thong ke, Ia'y vi du nhu SPSS, SAS, vv, vj~c tinh roan duoc thuc hj~n r5t nhanh
eh6ng khong chi rieng eho ANOV A ma eon cho cac phan tich da bien, trong d6 cac
phep tinh plurc tap han nhieu.
Chuong 12. Me hinh t-test va ANOVA 471
Bang 12.31. Ki~m dinh h~u ANOVA: POP

[(hac bi~1
Sai I~ch Khoang tin c~y
lrung blnh (i-]) chuGn p 9S-ro
1 2 3.6000 .41544 .000 (2.5465,4.6535)
1 3 -1.1000 .41544 .038 (-2.1535, -.0465)
2 3 -4.7000 .4"1544 .000 (-5.7535, -3.6465
Bang 12.32. Kiem dinh h~u ANOV A: PK

Khac bie!
Sa; I~ch
Khoang tin cb
trung binh (i-i) cnuan p 95%
2 2.5000 .53633 .001 (.8750, 4.1250)

1 3 -2.6667 .53633 .000 (-4.2917, ·1.04 I 7)
4 5.5000 .53633 .000 (3.8750,7.1250)
1 5 2.7778 .53633 .000 (1.1528, 4.4028)
2 3 -5.1667 .53633 .000 (-6.7917, -3.5417)
2 4 3.0000 .53633 .000 (1.3750,4.6250)
2 5 .2778 .53633 1.000 (- 1.3472, 1.9028)
3 4 8.1667 .53633 .000 (6.5417, 9.7917)
3 s 5.4444 .53633 .000 (3.8195,7.0694)

4 5 -2.7222 .53633 .000 (-4.3472, -1.0972)
Ket qua kiem dinh phuong sai dong nhat (Bang 12.29) cho thay
dieu kien phuong sal dong nhat duoc th6a (p = 0.926). Kel qua thu
duoc 6 bang ANOVA cho chung ta ill choi tat ca cac giil thuyet
(11,,,.1102.1-10,,1-1 .. ) vi gia trj P cua chung dell b~g kh6ng va chap
nh~n gia thuyet nghien ciru liN'
Ket qua cho thay, it nhat c6 hai trung binh cua kxh mire xu Iy
khac nhau. It nhat co hal trung binh cua k mire xu' Iy khac nhau va It
472 Phlrong phap nghii!n cuu khoa hoc trong kinh doanh
nhal co hai trung binh cua h mire xu ly khac nhau. Hall nira, e6 hi~u
ung ho nrong giu'a hai bien: POP va kieu bao bi cua thuong hi~L1.Vi
v~y, chung ta din kilrm dinh h~u ANOVA cho ca
hai xu' ly (POP va
PK). Bang 12.31 trlnh bay ket qua so sanh cac c~p POP va ket qua cho
thay tat ca cac c~p POP deu khac biet, Ket qua so sanh cac e~p PK
(Bang 12.32) cung eho thay cac c{lp PK cung khac bi~t trlr c~p PK, va
PKs·
3.4.3. Cac dang tang bien thien

Trang phan tlch cac thll nghiem thira so, chung ta co nhleu dang
tong bien thien (55). Ba dang pho bien la tong bien thien loai I, loai II
va loai III (Type I, 11and III Sums af Squares; Myers & Well 2003).
Tong bien thien loai III lit loai mac dinh trang cac phan mern Xlf Iy
thang ke pho bien nhu SPSS, SAS.
Teing bien thien loai I duoc tinh theo thlr tI,l' (hierarchical
analysis), Vi du chung ta co hai XLI' Iy A va B, Tong bien thien loal I
cua A duoc tinh doe I~p (bo qua hi~u u'ng chinh ella B va hi~u ung h6
tuong AS), Sau do, chung ta tinh teing bien thien loai I ella B khi loai
b6 hi~LIung ella A va !'ISngbien lhien loai [ ella hietl lmg h6 tuong
AB khi loai b6 hi~u lIng chinh cua ca A va B,
Tong bien thien loai II cua xu' Iy A duoc drell chinh boi hi~u
L'mgcling b~c ha~c thap hen ella cac Xlf Iy khac, trong vi du nay Ii!
loai bo hi~lI ung chlnh ella B (khong Ioai bo hieu lIng h6 mung AB).
Vi v~y, long bien thien nay duoc ky hi~u La SS.B (SS. duoc dieu
chinh thea hi~u ung chlnh cua B).
Tong bie'n thien loai IJ] Ii! loai tong bien truen trong do cac hi~lI
ting chinh duoc tinh khi Ioai b6 hj~u ting chinh va h6 nrong ella cac
xu Iy khac, No duoc ky hi~lI la SSAl/US (SS. dlfqe dieu chinh thea
hi~u lIng chinh 8 va hi~lI lIng h6 nrong AB).
Chuong 12. M8 hlnh Hest va ANOVA 473
3.4A. Slr dung SPSS: ANOYA hai chi~u thir nghiem thira 56
Tro lal Yi du 3.4.2 cho mo hlnh thir nghi~m thira so 3x5 (Bang 12.28):
OCr li~lI nay ciing duoc nh~p vao rna tran dii Ii~u SPSS v6i ba bien,
mot bien dinh luong (thang do ti l~) cho doanh thu cac cua hang va
hai bien djnh tinh (thang do dinh danh) cho ba loai POP
(POP',PO~,POp"), va kiell bao bi (bien PK, PK"PK"PK"PK.,PKs)'
Tien hanh xlr Iy mo thtr nghiem nay ciing ruong tv nhtr trong tnrong
hop rna hlnh khoi ng~u nhien (ANOYA hai chieu), chung ta tien
hanh nhir sau:
Analyze -+ General linear models -+ Univariate -+ Nhqp

biiff phu Ihu9C (doanh 11m) vao a bi51 ph!l tllU~C Dependent
List va 1111~P bien dqc Iqp (POP va PK) VaG 6 Fix Factor(s) -+
Model (/II~C din" In fltll [aclorial v6'i Interaction vi POP va PK
IIr hoi !lei, Ii)' xent xet lien clhl xem xef tne 11911g116 tuong gii:m
c/nillg) -+ Options -+ Descriptive statistics (ne!.l l1Iuon lii€l
/lIang tin 1110Iii) vii Homogelleity tests (de' kiern din" tinli
dOltg Illrtn cun phutmg sa! sa; so' gifra ctic nhom) -+ Continue
-+OK.
3.5. AN OVA cho thtl' nghiem do luong nhieu fan

Trong truong hQP Slr dung do hrong nhieu lan, chung ta ding dung
ANOV A de phan tich. Lay vi du tnrong hop ANOV A mot chieu va
thiet ke dang nay luang tv nhir trong mrong hQP ANOV A mot d1i'eu
da gi&i thi~u. Tuy nhien, diem khac nhau la bay giiJ mot dan vi thlr
nghiern duoc do luong k Ian. Chung ta xem xet tnrong hQP ANOVA
mot d1i'eu v6i do 1U'<mgnhieu ran.
474 Plurong phep nghien ciru khoa hoc rrong kinh doanh
3.5.1. M6 hlnh ANOVA m<)tchieu: do lu'crng nhieu ['an

Cia Sll'chung ta c6 mot m~u kich thuoc n eho ca k rrurc xu Iy (Bang
12.33). Nht.t v~y, chung ta nh~n thay thiet ke nay wong tl,!'nhir trong
t-test vai mllu c~p nlumg bay giG so nhom la k (k > 2).
Bang 12.33. Oil Ii~u ANOVA: SA

Nh6m (Xlr Iy A)
Don vi Ihlt 5 1 2 k TTllng biniJ Iheo 5
1 1,1
2 YII y" ),,, Y.,
Trllllg Ilinlt IIleo/I -I

Y y-2, y-I, y-. Trung bi,,!J 16'ug tht 1
V6i thiet ke thtl' nghj~m do ILfOOgnhieu lan, chung ta c6 the'

tinh toan cac bien !hien cung nrong tl,!'nhir tnrong hop ANOYA hai
chieu cho thir nghj~m khoi ngfiu nhien: mot chieu la nh6m (c6 k xt'r
Iy) va mot dlieu III don vi thir (Myers & Well 2003; Winer & erg
1991), Day la dang thiet ke SA, trong do S la don vi tht! (subject) voi
kich thuoc m~u III n va A Laxt'r ly, Luc nay, cac bien thien ANOYA
nrong tv nhu trong thu nghiern khoi ngllu nhien: bien thien gifra cac
dem vi Ihu SSt; bien thien giira cac nhom SSA (bien thien xu ly A) va
bien thien sai so SSE' NhU' v~y, mo hlnh thiet ke () dang:
y. = f.1 + A, + Sj + c.
Cmrong 12, M6 hinh t-test vil A NOV A 475
Tuy nhien, trong thiet ke do luang nhieu ran, mot van de can
ch(1y Iii cae quan sat Y,J eho mot don vi thu i co the c6 moi quan h~
voi nhau. Neu xem xet thiet ke nhfeu do hrong nhu Iii thiet ke SA
chung ta gia dinh Iii cac quan sat trong cac 11mella mot don vi thl!
doc I~p nhau. Cia dinh nay ral kho duoc chap nhan. VI v~y, chung ta
phai xem xet moi quan h~ giiia cac quan sat Yij trong rung mot dan
vi Ihl! khi phan lieh thiet ke do hrong nhfeu Ian (Kuel 2000; Ryan
2007;Winer & ctg 1991),Co nhfeu phuong phap xu Iy voi thiet ke do
luang nhfeu Jan (Keselman & ctg 2001). Duoi day, chung ta xem xet
cho lhiet ke mot xu Iy dang SA gici thieu (1 tren.
3.5.2. Ma tr~n hi~p phirong sai Yi

Cia str XLI'Iy A c6 k muc Xtl'ly AI' A1, ... , AI"'" Ak, Mai mot dan vi thu
(N don vi thtl' trong dam dong va n don vi thlr trong m5u) deu c6 k
Ian do lu'ong ~, ~, .." 1';,... , Yk t~i k rmrc xu' IY. Nhu dii giai thi~u, cac
do luong )~(i K 'I, 2, ..., k) nay c6 quan h~ voi nhau va rna tr~n hi~p
phuong 5<1i cua chung nhu sau (Bang 12.34).
Bang] 2.34. Ma tr~n hi~p phurmg sai cua y.

y. ~ r. r.
~ V~r(Y,) Cov(Yz• Y,) Cov{Y,,1';) Cov (1',,1';)
>; Cov(Y" Yl) Var(Y, ) Cov(Y,.Yz) Cov (Y., Y2)
Y, Cov(Y"Y,) Cov(Y,.y') VarCy') Cov(r., Y,)
y. Cov(Y" r.) Cov(Y,. r.) Cov(y'.r.) Var(Y. )

476 I'hu'ong phap nghien ciru khoa hoc trong kinh doanh
Nh6 lai, trong ANOVA mot chieu, VI cac don vi thtr doc l~p
nhau nen cac hi~p phuong sai trong rna tr~n Bang 12.19 b~ng khong
va cac phuong sai (tn?n ducng cheo) b~ng nhau, Trong truong hop
thiet ke do luong nhieu tan, Cov (r..
Y;') khong the b~ng khong dU'O'c.
Tuy nhien, chung ta co the chon ng~u nhien k xU Iy cho cac don vi
thu (randomization of treatment), Cach thirc ng511 nhien hoa nay
khong the lam cho Cov(Y" r.)
= 0 nhung co the lam eho cluing nhir
nhau, va day la dieu ki~n de phan tich cho thiet ke nhi'ell do Ilfang,
goi la dieu ki~n ket hQ'P doi xirng (compound symmetry condition;
Kuehl 2000).
Di'eu ki~n ket hQ'Pdoi xung nrong doi eh?t che, HUYTlh& Feldt
(1970) ere ngh] dieu ki~n mern dec hon, do la phirong sai ella hi~u hai
do Ilrang 111 mot h~ng so. Gia Slr chung ta co hai rrurc Xli' Iy i va i' va
'e
cac quan sat eho hai rrurc xLrIy nay Iii Y, va Y,'. Coi Iii mot h~ng so,
chlll1g ta co:
Varer. - Yr) = 2A
~ VQ,,(r.) + Var(Y,,)- 2COIl(r., J~.)= 2A.,'iii .. i'
Moi quan h~ tren duoc goi Iii moi quan he xoay vong
(circularity). Ma tr~n hi~p phuong sai thoa man dieu ki~n tren duoc
gc;>i111 rna tr~.n dang H (type H matrix). Neu dreu kien Huynh-Feldt
thoa Ihl chung ta c6 the dung cac trung binh bien rhien trong
ANOVA de' kie'm djnh 51! khac biet gill'a cac xir Jy. Chung ta xem xet
each xu Iy nay Ihong qua vi du cu the sau day,
3,5,3, Vi d\l ANOVA mQI chi'eu do 1U'(mgnhi'eu ran

Tr6 I~i Vi du 2.1,5 ve danh gia chuong trinh dao tao. Bay gib gia Slt
chung ta chon chuong trinh dao tao A de hllan luy~n va cho nhan
ChU'O'ng 12. Mo hinh t-tesr vii ANOVA 477
vien danh gia ba I'an: dilu ky, giua ky va cuoi k}' (dang do luong l~p
lai theo thoi gian). Oi'eu nay co nghia Iii mai nhan vien theo hoc
chuong trinh nay se tham gia danh gii chuong trinh truce khi hoc
(dau ky), den giCra ky cho ho danh gia lai va den cuoi ky danh gia lai
mot fan nira. Ket qua cua ba ian danh gia, voi m~u n = 20 nhan vien
tham d~r chirong trinh, duoc rrinh bay trong Bang 12.35.
Bang 12.35. Ket qua danh gia cua nhan vien

NhSn Diem danhgia chuvng trinh A
kY (Y2 r
vien
Dau ky (y,) Giir. Cuoi kj> (y,)
5 4 4
2 3 2 2
3 4 4 4
4 5 4 4
5 3 3 2
6 4 4 4
7 5 4 3
8 3 2 3
9 5 4 3
10 3 3 2
11 5 4 3
12 3 2 3
•
13 5 4 3
14 3 3 2
15 4 2 2
16 5 5 4
17 3 3 3
18 4 3 2
19 5 4 3
20 5 5 3
Ket qua phan tich d(joIi~u vo; ANOYA mot chieu cho rnrong
hop do luang nhf~u ran ru' SPSS nhu sau: Thong ke rna ta (Bang
12.36) cho chung ta ket qua cua m~u Ii!danh gia ella nhan vien trong
ba ky khac nhau (rruecdO phu hop giam dan).
De di~n giai ket qua phan rich, truce lien, chung ta phai xem xet
ket qua kie'm dinh gia dinh (dieu ki~n) ve ANOYA cho quan sat
nhieu ran (Bang 12.37). Phep kiem dinh W nay kiem djnh rna tr~n H.
Nh6 l\li H III ma tr~ hi~p phuong sai ella sai so (error covariance
matrix) cua Y, th6a man dfeu ki~n Huynh-Feldt. Tuy nhien, (1 day
chung ta dii bien doi rna tr~n H (orthonormalized transformation)
thanh rna tT~nti I~vo; rna tran don vi (H = AI:duong cheo = h~ng so
va ngoal duong cheo = 0; Winer & ctg 1991).
Cac d ieu kien ve ANOY A cho quan sat nhieu ran se thoa, neu
rna tran nay c6 duong cheo IIIh~ng so (gia dinh phuong sai dong
nhat) va ngoai duong cheo b~ng kh6ng (gia djnh cac ran do luong c6
quan h~ nhtr nhau), V1vay, dieu ki~n XlI' Iy se th6a neu gia thuyet
khong (H III rna tr~n tJ Ie v6i rna tr~n don vi) trong kiern djnh W
khang b] tll' choi (p > 5%). Chung ta co hai tnrong hop sau:
• Nett Idem dinh W eo P > 5%: di&ngiai ket qua trong Bang
12.22 crests of within-subjects effects)
• Neu kiem dinh W co p < 5% (dieu ki~n ve ANOYA cho quan
sat nhieu fan khong th6a): di@ngiai ket qua trong Bang 12.22
(Multivariate test)
Gift Slr kiem. djnh W co p < 5% chung ta xern kiern djnh

(Multivariate test) 6 Bang 12.38 cho chung ta ket qua kiem djnh da
bien de kiern dinh gill thuyet 111co 5l,1' khac biet gifra cac e~p xu Iy
khong. Chung ta c6 nhieu phep kiein dinh va ket qua cho kiern dinh
F co p - 0.000, Vi v~y, co it nhat mot c~p xu Iy khac nhau.
Chuong 12. M6 hlnh t-test v~ ANOYA 479
Bang 12.36. Thong ke rno ta

Mirc Xl, I)' Trung binh DI) lech chu§'n Kich tlllraC rnau n
o'ilu ky 4.10 .912 20
GiU" ki' 3.45 ,945 20

Cuoi ky 2.95 .759 20
Bang 12.37. Mauchly's Test of Sphericity

V.'ilhil\
E1'sllol\(,,)
Approx.
Subjects Mauchly's Chi- d! Sig. Greenhouse- Huynh- Lower-
Effect W Square Ccissce Feldl bound
y .872 2.475 2 .290 .866 .97'1 .500
Bang 12.38. Multivariate test

Hi~u eng G-ja t-rj F Hypothesis df Error df Sig.
Y Plltai's Trace .706 21.638 2.000 18.000 .000
WiJks' Lambda .29/1 21.638 2.000 18.000 .000
Hotelling's Trace 2.404 2'1.638 2000 18.000 000
ROy's Largest Root 2.404 21.638 2.000 IS.OOO 000
Bang 12.39. Tests of within-subjects effects

Type TTl Sum Mean
Source of Squares d! Square F Sig.
y Sphericity Assumed 13.300 2 6.650 25.186 .000
Greenhouse-Ceisser 13.300 l.772 7,504 25,[86 .000
Huynh-Felli 1 13.300 1.941 6.851 25.186 .000

Lower-bou nd 13.300 1.000 13,300 25.186 .000
Error Sphericity Assumed 10.033 38 .264

Creenhouse-Geisser 10.033 33.673 ,298
Huynh-Feldt to.033 36.886 .272
Lower ...bound '10.033 19.000 .528

480 Pbuong phap nghien ClJ'U khoa hoc trong kinh doanh
Cung nh& Ii)i r~ng, (tieu kien compound symmetry hoi ch~t nen
khi kie'm djnh W khong dat chung ta c6 the dieu chinh kiem dinh,
thtrOng dung phuong phap Huynh-Feldt epsilon (Huynh & Feldt
1976), de' drell chinh b~c tv do (Bang 12.37). SPSS cho chung ta ke't
qua dieu chinh nay (Bang 12.39). Lay vi du, Huynh-Feldt epsilon -
.971, b~c tv do cua tlr so (xu Iy) neu dieu ki~n rna tr~ H rhoa Iii 2.
Chung ta e6 b~e hI do cia tlr so dieu chinh Iii 2*.971 = 1.941. Tuong
It,r nhtr v~y cho b~c tt,r do ella m~u so (sai 50), neu di'eu ki~n ve rna
tr~n H thoa Iii38, vii diell chinh (khi rna tr~ H khong thoa) la 38*.971
= 36.886 (Bang 12.39).
Bang 12.40. Tests of Within-Subjects Contrasts

Type III Mean
Source EV Sum of Squares d( Square f Sig
y Linear '13,225 1 13,225 40.044 ,000
Qundrnlic .075 .075 .379 .545
Error I lnenr 6,275 19 .330
Quadrnlic 3,758 19 .198
Bang 12.41. Tests of Between-Subjects Effects

Type III SUII1
Source of Squares df Mean Square f Sig.
lntercept 735.000 735.000 414,802 ,000
Error 33,667 19 J.m
Bang 12.42. Pairwise Comparisons

m ti) ~1t.ln OI((e~nC"t" SId
95~ Confidence interval for difference
!i·i) Erro, SiS Lower Bound Upper Bound
2 .6SO ' .131 .000 .375 .925
1 3 i.iso .182 .000 .770 1.530
2 3 .500 .170 ,008 .144 ,856
Chuong 12. M() hlnh t-I('51va ANOVA 481
Bang 12.40 cho ket qua kiem dinh dang bien thien cua cac do
luong nhfeu ran (tuyen tinh hay quadratic): Sig F = 0.000. Ket qua
ung hO dang tuyen tinh. Bang 12.41 kiem dinh 51,!' khac bi~t ve cac
don vi Ihi!'. Ket qua cho thay cac don vi thir cling c6 khac bi~t nhau:
Sig F e 0.000. Cuoi cung, Bang 12,42 cho chung ta ket qua 50 sanh
e~p,va tat ca cac c~pdeu khac biet,
3.5.4. Sit dung SPSS: ANOVA mQI chi'eu, do hrimg nhieu l'an
Tro I~i Vi du 3.5.3 cho mo hlnh thu nghi~mmot xu ly va do luong
nhi'eu ran cr Bang 12.35. Dfr li~lInay cung duoc nhap vao rna tr~n dfr
lieu SPSS v6i ba cot: Cot 1 la ID cho thu cac don vi thir; ba cOl con I~i
cho ba do luong: do luong ba ran cho m6i mot don vi thll' (dau ky,
giva k)I va cuoi kj). Ticl1 hanh xu' Iy mo thir nghiem nay tren SPSS
nhusau:
Analyze -; General linear models -; Repeated Measure -;

f;)tJl tell clio IIlta" 10'(ud, F clnrcmg IT/nit cMotao) vao 6 With-irl
Subject Factor Name -; Nltqp l/IUoCXlf /y vao a Number of
a
Levels (vel, 3) -; Add -; VIla Measure clift teen 6 Measure
Name (Tr,,11 phil ir(rp) -; Add -; Define -; dua cae "drc xir Iy
vao iJ Wil:/,-in Subjects Variables (F) -; Options -;
Descriptive statistics (neil milo", bi€~thortg tin mil tli) -; Dim
o VERA LL va F vew {/ Display Means for -; NII/11IcI'Illgl trtii
vlw Compare Milin Effects (do xem so sarrh cijp) va cric thalli
so'khtic lIell 11111011 xem xet -; Continue -; OK.
482 Phuong phap nghii?n cuu khoa hoc trong ki nh doanh
TOM TAT CHUaNG 12
Chuang nay giai thi~u hai phuong phap kiem dinh trung binh
pho bien, do la t-test va ANOVA, Phuong phap t-test duoc dung de
kie'm dinh s\r khac bi~t gilra hai lnmg binh dam dong, C6 hai tnrimg
hop chon m5u trong t-test: (1) chon m5u thea cap trong do cac ph'iin
tti m~u duoc chon thea c~p, va (2) chon m~u doc I~p.
ANOVA duoc sti dung de' so sanh trung binh tlr ba darn dong
tro len. Mo hinh ANOVA Slr dung pho bien de so SaM cac trung
binh dam dong voi dii li~u khao sat va d~c biet Iii dCr lieu thll'
nghiern. Chu y la dii lieu khao sat hay dii li~u thll' nghiem, xu Iy Iren
mo hlnh ANOV A, ve
co ban IIIMU' nhau,
Cac bien trong phuong phap ANOV A gam mot bien phu thuoe
djnh luong Yij va mot hay nhi'eu bien doc l~p XI dinh rinh. Trong
cac thlr nghi~m r;} rhuong duoc got la do hrong va XI thuimg duoc
goi la cac XLI' Iy, Khi c6 mot bien doc I~p )(, phuong phap ANOVA
dU'<1C goi la ANOV A mot chieu, Neu co
hai bien dQc I~p,phuong
phap ANOVA ducc goi la ANOVA hai chieu, Truong hop co
ttl' hai
bien phu thuoc, dinh luong t!'l'ylen, thl plurong phap ANOV A Ilk
nay bie-n thanh da bien, goi t~t 111MANOVA. ANOVA thuong duoc
xep vao nh6m phfin tich don biE!nVI n6 duoc dung de' xem xet rrurc
d(l khac biel gill'a cac nhorn tren co sa ella mot bien phu thuoc dinh
luong. Neu so sanh voi rno hinh hoi qui, rno hlnh A OVA la dzmg
d~c bie! cua mo hlnh hoi qui trong do bien tat ca cac bien dQc I~p la
bien djnh tinh, ANOVA mot chi'eu tuong duong vUi rno hinh hoi qui
dan, ANOVA hai hay nhi'eu chieu luang duong voi rno hinh hoi qui
b(li va MANOVA luang duong voi rno hlnh hoi qui da bien.
Chu·onll12. M6 hinh t-test va ANOVA 483
CAU H610N TA,PVA THAo LUA,NCHUaNG 12
I. Hay so sanh sV'gong nhau va

khac nhau ella phep !Gemdinh ANOYA
mot chieu va phep kiem djnh t cho m~u dQc I~p. Chung ta co the dung
phep kiem dinh ANOVA mOl chieu de thay cho kiem djnh I hay
khong? Tai sao?
2. Hay so sanh Sl,l' giong nhau va
khac nhau gifra ANOVA mot chi'eu, hai
chieu va
nhteu d,ieu? Cho 1'1 du minh hoa?
3. Hay thiet ke hai nghien cuu, mot nghien ciru dimg phep kie'm djnh t
cho m~u doc I~p va mot nghien ciru dung phep kiem dinh ANOVA
Il1Qtchteu de phSn rich dir li~u. Thuc hi~n hai nghien ciru nayva
phan
tich dfr li~u thu th~p duoc theo hai buoc sau day:
a, D~In!:lANOVA va kiem djnh t cho tung nghien cuu (ANOYA cho
thiet ke nghien ciru dung ANOVA va
kiem djnh t cho nghien cuu
dung phep kiem djnh t.
b. Dlln8 ANOVA cho c;\ hai nghien cuu va so sanh ket qua vai
Cau a.
4. Hay so sanh sv gong nhau va khac nhau ella ANOVA cho th& nghi~11l
ng~u nhien holm toan va thtr nghiem khOi ngiiu nhien.
5. I Hiy so sanh SI,l' gong nhauva khric nhau ella ANOVA cho thu nghiern
kh5i ng~u nhi~n va thY.nghiem thu3 so.
6. Cac nha nghii'm cou marketing rhuong quan tam den vai tro cua bao bl
doi v6i quyet djnh mua hang cua nguoi lieu dung. VI v~y, mQt nha
nghien cUu muon kiem dinh gill thuyet 111
mbi kieu bao bi khac nhau SI!
duoc nguoi tieu dung danh gia khac nhau.
Nha nghien Clru nay nho mot don vi chuyen thiet ke bao bl thiet
ke bon !Geubao bi, ky hieu la PKI, I'KII, PKm,va PKN cho mQtsan pha'm
X, Tiep theo, nha nghien CUu nay thuc hi~n mQt nghien ciru de kiem
dinh gia thuyet dira ra bilng each chon ngfiu nhien 60 nguai tieu dung
vii chia ng~u nhien ho ra thanh bon nhorn (I, II, ill, IV), mai nhorn 15
nguoi tieu dung, Sau do cho ho danh gia bon 10<)ibao bi (mai nhom
danh gin mQt 10\li bao bi) theo thang do quang, nam diem, vo-i 1: rat
484 Phu'ong phap nghien cO'ukhoa hoc trong kinh doanh
xau va 5: rat dep, Ket qua danh gia duoc trlnh bay trong Bang B5
dtl'&iday:
Dang 66. DiC'mcua b6n lo~i bao bi dung cho san pham x
Nhomnguoi Nhom nguoi Nhorn ngiroi Nhom ngubi lieu
lieu dung lieu dung nhom lieu dung dung nhom IV:
nhom I: PI(, II: PI(" nhom fJJ: PKl. PKN
3 4 2 2
4 3 3 2
3 2 4 2
5 I 4 3
4 2 3 2
3 3 4 1
2 3 5 2
3 2 3 3
4 5 4
"
3 5 3 5
4 2 5 3
3 <I 4
5 2 5 2
2 I <I 1
3 2 5 2
a. Day la thunghiem gl? Dung phuong phap phan tich nao de phan
rich th& nghi~m n~y?
b. Khi phfin tlch din nhiing dieu kien gi? Hay phan tich lh& nghiem
nay trong dil!u ki~n ban dua ra.
7. Trong Bai t~p 6, bay gia, gia s& nhil nghien ceu thay r~ng do tuoi cua
nguai lieu dung c6 anh huong den viec danh gia bao bl X. VI v$y, nhl!
nghien Clru nay tien hanh mot thir nghi~m tiep theo b~ng each chon
nguoi tieu dung theo ba do tuoi (xem Bang B6a).
Cheong 12. Me. hlnh r-test va ANOVA 485
Thu nghiem duoc tien hanh b~ng each de ngh] m6i nguoi tieu
dung 6 tLmg nh6m tuoi danh gia ca bon loai bao bl. Sau khi tien hanh
th&nghiem chung ta thu duoc ket qua trinh bay trong Bang 67b.
Bang r« hom tuoi

Nh6m Tuoi
A <25
B 25-40
C >40
Bang 137b.Diem danh gia bao bl cho san pha'm X theo de}tuoi
Xli' Ii'
D(lluoi PK, PKII PKJlI PKIV
A 2 5 2 2
A 3 2 3 I
A
A "
5
4
1
5
2
4
5
A 4 2 3 2
B J 2 3 1
13 4 4 5 2
B 3 2 5 3
B 3 4 3 4
B 2 5 3 5
C 5 4 5 2
C 4 4 5
C 5 3 5 3
C 3 2 3 1
C 3 2 4 2
486 Phuong phdp nghien C'1ht khoa hoc trong kinh doanh
a. Day III thu' nghj~m gl va phai dung phuong phap phan tich nao
de phan lich thll' nghil?m nay? Khi phan tich din nhirng di'eu ki~n
g\? Hay phlln tich thir nghiem nay trong di'eu ki~n ban dira ra.
b. Hay so sanh each chon m§u ella thll' nghiem nay voi thll' nghiern
('JGiu 6.
8. Nha nghien ciru tiep tuc cho r~ng mau s~c va kich thuoc bao bi cUng 111
van de nguOi lieu dung quan tam. Hay noi each khac, kich lhu6c va
rnau s3c rua bao bl ciing nhu 51/ ket hop gifra chung d6ng vai ITOquan
trong Irong viee xu hU'ong lieu dung mQt thuong NeU ella ngubi tieu
dung. VI v~y, nha nghien cuu nay nho don vi truet ke thuc hien thiet
kC'bon lo~i mau slie bao bl (MI, MlI, Mtn, Miv) va ba co kich thuoc (KI,
Kill Kill) cho san pham X.
Tiep theo, nha nghien ciru nay chon ngilu nhien 60 nguoi tieu
dlang va chia ngau nhien ho thanh 12 nhom, mbi nhorn narn nguoi.
MOi nhorn ng~roi tiell dung nay se danh gia mot ket hop giu's mall silc
va kich thlroc bao bi theo thang do quang, narn diem, voi 1: rat xii'u va
5: rat dep, Kct qua thu tll' tlur nghiem nay duoc trlnh bay t.rong
Bang 88.
Bang B8. Diem danh gia cua ngt1'l7ilieu dung ve cac ket hop gifra mau s~c
va kich Ihutic bao bl dung cho san pham X
XiI'ly II XiI'ly I (mau s~c)
(kich thU'oc) MI Mll MUJ M,y
KI 2 5 2 2
I(, 3 2 3 J
KI 4 4 5 4
I(, 5 1 2 5
KI 4 2 3 2
KII 3 2 3 1
KII 4 4 5 2
1(" 3 2 5 3
KII 3 4 3 4
Chuong 12. M6 hlnh r-test vll ANOVA 487
K" 2 5 3 5
Kill 5 4 5 2
Khl 4 1 4 5
K,. 5 3 5 3
K,. 3 2 3 1
K.. 3 2 4 2
a. Day IIIthlr nghiem gi va so sanh 51! khac bi~t aia thlr nghiern nay
vai thlr nghiem 0 cau 7? Dung phuong phap phan tim nao de
philn tich thlr nghiem nay?
b. Ilay so sdnh each chon m§u ella thu nghiern nay voi thu nghiern
(] Cau 6 \la Cau 7.
c. Phuong phap phan tich cho thu nghiern nay co giang \loi thu
nghi~11'Ia Cau 7? Tai sao? Khi phan tich can nhirng dieu ki~n gl?
Hiiy philn rich thl' nghiem nay trong <lieukien ban dira ra.
9. Hay thiet ke mot thL,'nghi~m ng~u nhien hoan toan, tien hanh th\,e
hi~n tht, nghi~m nay va ph5n tich thong tin thu th~p duoc,
'10. Hay thiet ke'mot thir nghi~m khO'ing~u nhien, tien hanh tlnrc hi~n thu
nghj~m nay va phfln tfch thong tin thu th~p duoc,
11. Hay thiet ke mot tht, nghiern thua sO',tien hanh thuc hj~n tht, nghiem
nay \la philn rich thong tin thu thap duoc,
TAl LI~U DOC THEM CHUaNG 12
Newbold P (1991), Statistics for Business and Economics, 3"'ed, Englewood

Cliffs, NJ: Prentice-Hall: Day Iii Illi Ii~u giao khoa rat co ban ve thong ke
cho sinh vien kinh doanh. La tili Ii~u nen doc ky neu dii quen ve thong ke
co ban. Phan t-test va ANOVA duoc trinh bay kha Oay du trong tili li~u
thong ke nh~p mon nay.
Iversen GR &: Norpoth II (1987),A'JQlysis of Variance, Newbury Park CA:

Sage: Day Iii sach giao khoa nh~p man ve ANOVA dung eho nhung nha
nghien ciru khoa hoc xii hQi.Sach viet d~ doc va d~ hieu.
Garnst G, Meyers LS &: Guarino AJ (2008), Annlysis of Variance Designs,

Cambridge: Cambridge Uni Press: Tai Ii~u nay viet rat day du ve thiet ke
dung ANOYA. Day Ii!met tili li~u hoan hao ve ANOYA, trong d6 co gi&i
thi.;luchi tiel each suo dung ph'Snmem SPSSva SAS.
Chuang 13. Me hinh hoi qui don va b{li 489
Chuang 13
Me hinh hoi qui don va bQi:

Kiem dinh tac dQng cua mQt hay
nhieu bien doc l~p dinh luong vao
mQt bien phu thuoc dinh IUQ'ng
Chuong nay gi6i thi~u cac nQidung:
1. V tl tie IIghiell clru
Z. Mo/tltlit "oi qui don SRL
3. Moililllz l1'Oiqui b~i MLR
4. Ph'" tfch lioi qui wi SPSS

490 Phuong phap nghiElncuu khoa hoc trong kinh doanh
1. Van de nghien cuu
Trong nghien ciru, chung ta thirong phai kie'm dinh cac gia thuyet ve
moi quan h~ gifra hai hay nhieu bien, trong do co mQt bien phu IhuOC
va mot hay nhleu bien doc I~p. Khi chi co mot bien doc I~p, ma hlnh
duoc goi la ma hlnh hoi qui don SLR (Simple Linear Regression): tac
dong cua mOl bien doc I~p d~h hrong X vao mot bien phu thuoc
dinh hrong Y. TruOng hQP co nhieu bie'n doc I~p (tlr 2 lro len), ma
hinh duoc goi Iii ma hlnh hoi qui bQi MLR (Multiple Linear
Regression): tac dQng cua nhleu bien dQc I~p dinh luong vao mot
bien phu thuoc djnh lucng: Mot so diu hoi nghien ciru CI,! the nhu
sau:
Q I. Chi phi quang cao cho thuong hi~lI eo lam tang doanh thu
cua thU'Clnghi~L1khong?
Q2. S~I'thoa man cua khach hang voi thirong hi~lI co tac d(>ng
vao long trung thlmh cua ho doi voi thuong hi~u khong?
Q3. Tlnh hap dfin cua cong vi~c va tien luang co rae d(lng vao
xu hll'ang nghl vi~c ella nhan vien khong?
Q4. Tlnh ki~n djnh trong hoc t~p, dong co hoc tap va hinh anh
truong d~i hoc c6 tac dl;mg vao kien there thu nh¥l ella sinh
vien khong?
Cia thuyet tra loi rho cac cau hoi nghien clru tren co the' phat
bieu i:J dang sau:
H1. Chi phi quang cao co quail. he cimg chieu vOi doanh thu
mot thuong hi~u.
Chuong 13. M8 hlnh h~i qui don va bQi 491
H2. S~I'th6a man ella khach hang ve thirong hi~u tac dong eimg
chi'eu vao long trung thanh cua ho doi vo; thuong hi~u.
H3a. Tinh hap d§n cua cling vi~c tac dong ngnich chieu vao xu
hirong nghi vi~c cua nhan vien,
H3b. Tien luang tac dong nghich chieu vao xu huang nghi vj~c
cua nhan vien.
H4a. Tinh kien dinh trong hoc t~p tile dong cung chi'eu vao kien
thtl'c lhu nh~n cua sinh vien,
H4b. Dong co hoc t~p tac dong cimg chieu vao kien thirc thu
nh~n cua sinh vien.
114c. I linh anh ella rruong d~j hoe rae dong cung chieu vao kien
thuc thu nh~n cua sinh vien.
De' kiem dinh cac gill thuyet H1 va H2 chung fa dung ma hlnh

h'6i qui don VI chung chi c6 mot bien doc I~p. Voi gia thuyet H3 va
H4 chung ta phai dung hoi qui bOi VI c6 nhfeu bien doc I~p.
2. Hoi qui dan

Trong phlln nay chung ta se gi6i thieu mot so co so ve ban chat cua
ma hlnh hoi qui don SLR, cac gia dinh ciing nhu phuong phap uoc
hrong va kiem dinh cac tham so quan trong cua n6. Tren co 56 cua
ma hlnh h'Oiqui don, chung ta d~ dang suy ra cac ma hinh hoi qui
khac, Hem nua, glao trlnh nay chi t~p trung vao huang tmg dung cUa
chung: su d ...ng ma hmh hoi qui de kiern dinh ole gia thuyet. Chung
ta d~ dang tham khao chi tiet ve h'Oiqui trong ole tai lieu chuyen ve
hoi qui (vd, kinh te luqng nh~p man: Ramanathan 2002; phan tich
kinh te luqng: Greene 2003; hoi qui cho dfr Ii~u trong nganh khoa hoc
xii hOi: Demaris 2004; ve cac gia dinh cua hoi qui: Belsley & etg 2004;
Berry 1993, vv).
2.1. Mil hinh hoi qui tuytn tinh dan

Ma hlnh hoi qui tuyen tinh don gian, goi t~t lil hai qui dan hay SLR
lil rna hinh xem xet m5i quan h~ gifra hai bil1n:mot nguyen nhan goi
bien doc I~p X (independent hay predictor variable) va mot bien kel
qua, goi lil bien phu thuQc Y (dependent hay criterion variable; Hlnh
13.1).Ma hinh SLR duoc bieu di~ 0 dang sau:
Y, =f(X,) + e,
= fl. + fl,X, + &,
Trong do:
• Y, iii gia tr] ella Y tai quan sat thu' i, i = 1, 2, ..., N (N III kith
thuoc dam dang)
• XI ill gia tr] ella X tlti quan sat thl!' i
• &1 la sai sO' (error) tlli quan sat thtr i, nghia Iii nhCrng giai
thlch khac cho Y ngoal X, trong d6 bao gam cac bien doc I~p
khac (khang hi~n di~n trong mo hinh) va sai so, vi du nhu
sai sO'do luong.
• flo III h~ng so hoi qui
• fl, la trong sO'hoi qui
Hinh 13.1. Mil hlnh hoi qui dan
X
OJ,,h luqng
Chucng 13. M(> hinh hoi qut don va bQi 493
Chu y la ~oi quan h~ giiia X va Y Iii mdi quan h~ thong ke

(statistical relationship). Nell e, ~ 0, m5i quan h~ giiia X va Y Iii mot
quan he ham so (functional relationship) hay qum h~ xac djnh
(deterministic relationship) va phan r.
= flo + fl,X; diroc goi Iii ph'lln
diu true (structural part) cua mo hlnh,
2.2. Cia djnh trong mo hlnh h'Oi qui don

Mo hinh hoi qui doi hoi mot so gia djnh (assumption), nghia Iii
nhfrng tinh toan trong mo hlnh hoi qui chi co nghia khi cac gia dinh
nay duoc thoa man. Trong mc hinh SLR co ba thanh phan: bien dQc
I~p X, bien phu thuQc Y va sai so e.. Vi v~y, cluing ta co gia dinh ve
Y, X, &, cung nhu gic) dinh VI? moi qum h~ giva chung trong 010 hinh
SLR.
Cia dinh th& nhat la x va Y phai co quan h~ tuyen tinh voi
nhau. Cia dinh I'htr hai la, Y phai III bien dinh IU'Q'ng.Nho lai bien
dinh ILI'Q'ngla bien co thang do ti Ie (ratio) ho~c quang (interval).
Cung chu 'I lil bien Y ve rn~t 1'1thuyet phai Iii bien lien rue (thang do
ti Iq). Tuy nhicn, trong thvc te nghien ciru, cac bien thuong lit gian
doan va mo hlnh hoi qui co the phu hop voi thang do quang voi 55
do tit nam diem tro len, vi du thang do Likert 5 die'm (vd, Demaris
2004; Muthen & Muthen 1985). X c6 the lil bien dinh luong ho~c dinh
tinh. Nell x Iii bien djnh rinh, mo hlnh hoi qui dan se lit mo hlnh
ANOV A mqt chieu (gia; thi~u trong Chuang 12). Chung ta cung se
xem xet cac bien dqc I~p djnh tinh a dang bien dummy trong
Chuang 14. Cia djnh thtr ba Iii cac quan sat r. doc l~p va; nhau. Ciao
trinh nay t~p trung vao du li~u khao sat (survey data). Elieu nay c6
nghia la chung ta chon mqt m~u n qum sat doc I~p ttt mol dam dong
N qum sat de u6c hrong va kiem djnh cac tham so me) hlnh, Vi v~y,
gia djnh nay luon duoc thoa d5i voi dli (j~u khao sat.
Cia djnh th& tu la cac quan sat X, co dinh trong qua trlnh I~p
Ia,i(nonstochastie regressor), co nghla la chung ta da xac dinh truce
duoc cac gia tr] XI nhir thuong g~p trong dli' lieu thu nghiem
(experimental data). Thong thuong, trong dli'lieu khao sat chung ta
kho co the' xac djnh trll&eX; nen dieu kien nay rat kho thoa doi v6i
dir li~u khao sat. Tuy nhien, lI&c IU'C}ngv~n co gia trj voi t~p cac gia
trj XI trong m~u (Demaris 20(4). Vi v~y, v6i dli' li~u khao sat b3ng
thang do (vd, Likert), gia trj Xi luon dllQe xac dinh rnroc (vd, 5
diem, 7 diem, vv) gia djnh nay vAn thoa, Gia dinh thu nam la
X, duoc do Illang ehinh xac, nghia la khong xufit hi~n sai so do
luang. Cia djnh nay khong the thoa trong tat ca cac dang der li~lI,
VI
sal so luon xllat hi~n trong cac do luang (xern lai Chucmg 10).
Cia dinh thtr sau la sai so c, co phan phoi chuan, Gia dinh thti
bay Ie tai rnoi gia tr] XII ky vong E( c;) = O. Cia dinh nay tLfong
dU'O'11gvci di'eu ki~n XI khong c6 quan h~ v6i e, (orthogonality
condition), nghla lil Cov( XII c/) Q O. Vl neu EI co quan h~ vai X; thl
Chlll1gta e6 the' bieu di~n e, o dang E(E) = Yo + y,X,. Nhirng E(EI) = 0
~ E(E;) = Yo + Y,XI eO, e6 nghTa 111 C; va X; khong co quan h~ voi
nhau (Demaris 2004), Cia dinh U1U tam 13 gia djnh ve plurong sai
khong doi (homoscedasticity). Nghia la, phUO'11gsa] cac sai so t<;licac
gia tri XI phai nhir nhau: Var(E;) = 0-;
= h~ng so. Cudi cung, giil dinh
thir chin Iii gia dinh ve Sl,I' ving m~t ella nrong quan chuBi
(autocorrelation). Di'eu nay co nghia Iii sai so tai cac gia tr] XI va Xl
khong co quan h~ v6i nhau: Cov( &11 E,) = 0, 'v'i.. j. Ciing chu y them
r3ng giit djnh nay nrong duong v6i giit dinh thu ba (cac quan sat ~
doc I~p v6i nhau) vi neu "it quan sat Y, doe I~p nhau thi sai so rung
doc I~p nhau. VI v~y, vai dir li~u khao sat, gia dinh nay rung luon
thea. Chung ta co the tom t~t cac gia djn.h ella rno hmh hoi qui dcm
nhu sal!:
Chvong 13. M6 hinh h'8i qui don va b,;,i 495
• Cia dinh v'e quan h~ gifra X va Y:

1. Quan h~ tuyen tinh:
Y, = flo + fllXI +E,
• Cia djnh ve Y:
2. Y III bien dinh hrong
3. Cac quan sat Y, dQC I~p
• Cia dinh ve X:
4. Cac gia rr] X, co dinh
5. X duoc do IUOng khong sai so
• Cia djnh ve &1 :
6. &1 - N(pc. 0';)
7. 1::(&1)=0
8. Val'( &1) = 0'; = h~ng so

9. Cov( 6',,6',) = 0, 'v'i¢j.
2.3. Di~n giai mo hlnh hl'ii qui

Chung ta c6 the di~n gi<ii mo hinh hoi qui nhu sau (vd, Demaris
2004). Tro lai mo hlnh hoi qui dan SLR co dang (Hlnh 13.1):
Y, = fl. + fllX1 + E,
Neu lay ky vQng cia hai ve phuong trlnh tren va chu y fllX' Iii
h3ng so tai bat ky X, C\1 the nao do. Vi vay E(flIX,) = fllX' lchu y III
E(hAng sO) - hAng 50], chung ta c6:
496 Phuong phap nghieJt cuu khoa hoc lTOJtSkinh doanh
E(Yi I Xi) = £(flo) + E(fl,X,) + E(s;)

= flu + fl,X;
Hlnh 13.2. Dueng bieu di~n mo hlnh hoi qui don
Ky vc;mg F.(I~I X,) duoc gQiIi! trung blnh dieu ki~n (conditional
mean) cua Y, theo X,, Nhu' vi.\y, trung binh di'eu ki~n cua )~ tai bat
ky X, nao do d~u n~m tren dU'Cmghoi qui (regression line; H1nh
13,2), Tiep theo, lay d~o ham cua E(Y, I Xi) theo X" chung ta co:
d d
-[E(Y, I Xi)]
dX,
= -(flo
dX I
+ fl,X,) = fl,
Phirong trinh Iren cho chung la thay, khi XI thay doi mQI dan
vi thl ky vong E(Y, I X,) cia Y, Ihay doi fl, dan vi va trong so hoi qui
(regression weight) fl, chinh III h~ so goc cia duong hoi qui.
Chuong 13, M6 hlnh hoi qu i don va bQi 497
2,4, Vac hreng mo hinh SLR dira vao dil' Ii~u m~u
Chung ta da biet, trong bat ky mo hinh thong ke nao, thong tin (tham
sO) chong ta din biet la cac thong tin ve dam dong, Tuy nhien, chung
ta khong the co dvoc cac thong tin nay, Vi v~y, chung ta dung thong
lin cua m~u de' Lroe hrong hoac kiem dinh thong tin ve dam dong.
Trong mo hinh SLR eung v~y,tham so chung ta din biet la cac trong
so hoi qui fl. va fJ. cua dam dong va chung ta khong the co duoc
chung. Do d6, chung ta se Slr dung tham so tuong Ung III m~u de
uoc luong (ho~e kie'm dinh) cac tham.so cua dam dong, Co nhleu
phuong phap u'cJe IU'O'ngcac h~ sO fl. va fl, tlr dfr li~u m~lI. Hai
phuong phap pho bie'n lil uoc IUQ11gb~ng phuong phap binh
phuong be nha't OLS (Ordinary Least Squares) va phuong phap xu
huong C~"C dai ML (Maximum Likelihood). Trong giao t rlnh nay,
chung La xem xct phuong phap OLS.
2,4,1, Vae lueng mo hinh SLR b~ng OlS

Nguyen t~c ella plurong phap u'oe luong cac h~ so p. va P, tLI' dl'l'
Ii~u m5u b~ng OLS la cue tie'u bie'n thien phan die SSe' Chu Y phan
sai SO trong m~LI,tuong lrng voi sai SO e trong darn dong, duoc gQi
Iii phan du (residual) va ky hi~u Iii e. Cue tieu phan dtr c6 nghia 111
duong hoi qui dung de bie'u di~n moi quan h~ giCra X, va Y, co sai so
nh6 nhat. Hay n6i each khac, duong nay bieLl di~n tot nhat moi quan
h~ giu'a X, va r.,
De d~ theo doi, chung ta ky hi~Llcac gia trj X, va
y, trong m3u b3ng XI va y. va gia tr] lroe lLfQ11g
cho m.;,t tharn so nao
do duoc ky hi~Llc6 dau mu, vd, p,la gia tr] Ll'OC IlfQ11gcia fl.' Truce
tien, chung ta tinh toan cac bien thien cua SLR trong m3u,
GOi Po va P. la giil tri uUc hrong ella p. va P., chung ta tinh bien thien
phan du SS, trong m3u nhir sau:
Lay dao ham ella SS, theoP. vap" chung ta e6:
Ghl tr] u'oc IU'Qng OLS clJapo vaP,la gia tri cllap' vap, lam Ct.rc
lieu bien thien plian du SS•. De lam cue tieu bien thien phan dir
chung ta lay d~o ham ella n6 theo /30 va /3, va d10 chung b~ng O.C\I
the lay dao ham thee Po chung ta c6:
=:) L" (y, - /3. - /3,x,) = 0

i ..l
[lJ
Lay dao ham thee p, chung ta co:
-.
o [L.,<Y,-[J.-[J,x,t]=O
~ ..,
op, ,.,
=:) L,.,• x,(y, - /30 - /3,x,) = 0 [2]
Chuang [3. M6 hinh hui qui don va b(li 499
Phuong trlnh [1] va [2] duoc goi lit hai phirong trinh chuin
(normal equations) cua mo hlnh hoi qui don. Ciai h~ prurong trlnh
chufin nay chung ta co gia tr] uoc IU9TIg ti.r m~u (Po va P,) cua trong
so hoi qu i flo va fl, trong dam dong. 0,1 the'tinh roan nhu sau:
• ••
L,-, (y, - Po - P,x,) = 0 => LY,
,., -liP. - p, LXi
,., =0
• •
=>IIPO= LY; - P,LX; i-I 1-=1
~ ....
L- x, (y, - flo - fl,)."') = 0 => ~L.. X,Y, - .. ~
fl. L.. x, - /3.,.~L.. x,1 = 0
t·' ;'.. 1 ,'..-1 icl
=:> fl• = '"

L....,:.I (x I -X')(y I.
- v) CQV(X,y)
1', L' 1=1
(x.-x)
'
- 2 var(x)
Sau khi OLS ll'oe luong PI) va fl, ru del" Ii~u mall, chung ta e6
gia tr] lI'OC 11I'9TIg p" va p, va duong hoi qui lroc Ilfc;>ng (OL5
regression linc) duoc bieu di~n nhtr sau:
2.4.2.H~ so xac dinh R; trong dam dong

H~ so xac dinh R! (coefficient of determination) phan anh phan bien
thn}n ella bien ph ... thuQc Y duoc giai thich bOi bien dQC laP x (ph'lln
con lai III sai so, bao gam sai sO do luang va cac bien khac v~ng m~t
trong rno hlnh). Vi v~y, R;' chinh IIIbinh phuong so hrong quan he
giu'a Y va 9 va la chi so dung de danh gia mire d9 phu hop ella mo

hlnh hoi qui voi dl'r Ii~u thuc teo
De tinh h~ so xac djnh R; trong dam dang c6 kich thircc N,
chung ta nh& Ii)i cac bien thien ella mo hinh hoi qui trong dam dang
bao gom: bien thien ella Y (tong bien thien) laSSy, bien thien hoi qui
SSR' va bien thien sai so SSe:
Trong d6,
i..1
N
SSe = L (Y, - 9,)'
i=J
H~ so xac dinh R; duoc dinh nghia Iii phfin cua mo hinh (do X)
gilti thich cho Y:
R~ = [Cor(Y,. r.)]'
= SSR = SSy-SS,
SSt SSy
= 1_ SSe
SS,
Clurong 13. Mo hlnh hoi qui don va boi SOl
2.4.3. H~ s6 xac djnh f(J trong mau

De tinhh~ s6 xac dinh trong m~u eo kich thuoc n, chung ta tinh cac
thanh phan bien thien 55, cia >" trong m~u (dao dQng cua yi so voi
trung binh cia no) nhir sau:
/-,
= ~( . + .VI. -
L- y, - .l', )'-)'..
,-,
•
= L[(J;,
,., - ji) + (Y. - _i,,»)'
"
= L[(Y,
,., - .Y)' + (,)',- y,)' + 2(Y. - ji)(Yi - .ii,»)
n " ~
= L(5I.
,., - y)l + L (y. - y,)' + 2L(,YI - y)(y, - y,)
I.,
• •
= Ley. - jil' + Lev. - Y.l
1",1 (",,1
Nhu v~y, bien thicn SS, cua y (tong bien thien) trong m~u bao
gom hal thanh phan: bien thien hoi qui SS, la dao dQng cua gia tr] u'6c
luong y, so voi trung binh y va bien thien phan du SSt Iii bien thien
cua >" so v6i gin tr] uoc Ilf(mg.i\;
L,.,• (Y. - y)' = L..•, (.j.; - y)' + L• (_)'.- j..>,

SS, = SS, +SSt
502 Plurong phap nghien ciru khoa hoc trong kinh doanh
T611gbien thien s Bien thiell hoi qui + Bien thien phan du
Tuong t~rnhu h~ 55 xac djnh R! trong dam dong, h~ so xac

djnh Rl trong m§u IIIphan bien thien ella y (SS.)diroc giai thlch boi
x mf hlnh (SS,):
R' = SS,
SS,
= SS, + SS, - SS,
SS,
SS, -SS,
SS).
=1--'
SS
SS).
Trong mClhlnh SLR, h~ so xac dinh R1. chinh Iii bmh phuong h~
so nrong quan Pearson r giG'ax va y (R' = r') . Cling can chu y them
111R = cor(YI>Y;) luon Iuon duong nhung r = cor(x;,y;) co the duong
ho~c am.
2.4.4. Moi quan h~ gifra h~ so tuong quan r va h~ 56 hoi qui P

Nh(Ylai h~ so nrong quan r gilia hai bien x va y trong m5u duoc tinh
nhu sau:
cov(x,y)
r=
S,S,
Trong d6, S, va S).liI do I~eh chuan cua x va y. H~ so hoi qui (con

gOi Iii trong so hoi qui) duoc tinh nhir sau:
ChuO'ng 13. Mo hlnh hoi qui don va bQi 503
• cov(x,y)
Il, = s'
•
Tu do:
cov(x,y)
r=-_'_~
S,s.
_ cov(x,y) S,
- s: <
Sy
.s
_ Il <
-PiS
•
Neu bien x va y Iii bien chuan hoa (x,y - N(O,l)1 thl plurong sal
cua chung b~ng I (do do, dO I~eh chuan = 1) va trung blnh cua chung
b~ng 0, (S, = S\. = I;x = ji = 0), chung ta c6:
Va Ilk nay, Po = 0:
Po = y - P,X
ji=x=o~/Jo=O
Nhu v~)', trong rna hinh hoi qui don SLR, trong so hoi qui
dlUan hoa chinh la h~ so nrong quan Pearson gifra bien doc I~p va
bien phu thuoc,
2.4.5. Tinh chal cua U'ochrQngpo va .0, va ki~m dinh chung

Nh6 I~i thong ke can ban (xem Chuang 9), eoc luong e duoc goi la
mot uoc lvong khong chech (unbiased estimator) cua 0 neu £(0) = 0;
~aneu phuong sai VorCe) nho nhat thiOduqc gQi 111uoc lUQ11g
khong chech hi~u qua nhat (most efficient unbiased estimator) cua O.
Vi v~y, de butt tinh chat cua lfOC IUQ'ng .00 va /J., chung ta chi can tinh
£(.00). £(.0,) va phuong sai cua chung. Chung ta se thay £(.00) = .00'
£(.0,) = .0" va phuong sai ella chung lil phuong sai nho nhat. Lay vi
du, d1ung ta xem xet d~c die'm cua cac trong so hoi qui .0. va .0,. Voi
.0, chung ta c6:
.0,
I;" (x; - X )(Yi - y)
""
i..J;., (x,.-x)'
". (x _X)2
~1"1 '
I;.,(xi-x)y, yI:.,(xl-x)
I;., (x, - X)l I:'.,(x, - x)'
Vi ".(x. - X) = 0, cho nen chung ta c6:

~'.I I
• _
R ".
L. ••, (x.• - x)y,
,.,. ""A
L.,_, (Xi - X)
2
Lay trung binh dfeu ki~n cua .0, theo Xi chung ta co:
Chuong 13. Mo hinh h'ai 'lui don vii b(>l 505
= L:•",-,.((x -x-)'-) ({J, + a x.) 1',.

L: -x -
"
X
I
0
= L,(X, -x) n + L;.,(X; -XiX) a

L:•,.1 (Xi-.\')- ,1'. L.. (Xi-X) .cl
_21',
Vl ".
~'.I(x, - x) = 0, cho nen:
"'. (x2 - x)
E(fJ- Ix) = .L..,., .I X
, (J,
" "'''
L..' ..I (x.J - X)2 '
L:" xi, -,
= ., I (J,
-/IX'
L:;'.,(x,-x)' 1
=,.1L:" (X, - -)' X - n = n

JI 1 PI PI
L: . (x-X)
1·1 •
Tuong tv nhu v~y cho Po:
£(Po) = £(y - P,x)

= y- JE(P,)
=f-xP,
= P.
Chung ta ciing c6 the d@dang tinh toan va chung rninh duoc

phuong sal cua chung c6 gia tr] nho nhat. Do vay, uoc luong OLS P.
va /1, cua rrong so hoi qui fl. va fl, la cac iroc hrong khong chech va
hi~u qua nhat.
2.4.6, Kiem dinh Po va p,

Kiem dinh Po va p, Iii kie'm dinh (1) duong hoi qui trong dam dong
co di qua diem goc rca dQ (Po : (/10 * 0) va (2) de xem
0) hay khong
co moi quan h~ gifra X va Y trong dam dong (/1, khac 0 hay b3ng 0),
Nhu v~y, khi dung OLS de u'oc 1U'Q'ng cac he so hoi qui /J. va p, tlr
dfr Ii~u m~u, chung ta c6 gia tri Po va /1, ella m~u va gia tr] nay c6
the khac 0 hay b~ng khong (thuong la khac 0). Tuy nhien, chung ta
khong the' biet duoc chung c6 khac 0 trong dam dong hay khong, VI
v~y chung ta phai kie'm dinh chung (nho lai nguyen tile kie'm dinh
trong kiem djnh thong ke). De lam diel! nay, chung ta can biet phan
ph5i mtiu (sampling distribution) ella Po va p,.
V6i m~l.Ico kich thurrc Ion thl Po va p, e6 phan phoi chum val
trung blnh va phuong sai nhu sau:
£(P.) = fl.
E{P,) = fl,
2 "'. 1
Var( n ) CT Lu.. X;
,",0
/I
L (X; -X)- 2
'"'
CI1U'O'I1~13, M(\ hinh hoi qui dan vj bi,l, 507
Tuy nhien, din chu y Iii voi m~u nho thi de P. va p, co tinh
chat nhu tren Ihl ph'iin sai so phai e6 phan phoi chufin, co trung blnh
b~ng 0 va phuong sai lit (J", Luc nay, chung ta co the dung phep
kicm dinh t (ho~c z nell m~lI Ion) de kiem dfnhP. va p, vci gia thuyet
khong II. la Po ~ 0 va p, = 0 va gia thuye! nghien ciru HR Iii Po ~ 0 va
p, ,. 0 voi gia trj thong ke kicm dinh I.." cO b~etv do la n-2:
1
""(Ii..1
-
-
P.
a.
JI.
_ p,
1lur/(/'I' - -_-
17ii,
Trong do, ail" va ap, 111dO I~ch chuan iroc IU'Q'ng, goi la sai I~ch
chlla'n (standard error) cua A, va p" Cac sai I~ch chuan nay duoc
tinh nhu sau:
.'I'
(J"
( .. ,
X.1
I •
Vill7.fj
"
=
I
II J
/I
,·1 (x . - xJ- '
Trong do:
•I
17 =-- I SS< =--~_
1 ". ()'j- Y• )' t ..
II - 2 1/- 2 ,.,
3, M6 hinh hoi qui bQi MlR

\,010hinh hoi qui don SLR thuOng it Slf dung trong nghien ciru vi
lrong thuc ti~n, c6 ral nhicu bien dQc I~p co the' giai thich cho bien
thien cua mOt bien phu thuoc, Tuy nhien, SLR Iii mo hinh co sa cua
cac rna hinh ho hoi qui, Tren co so cua rna hinh SLR chung ta d~
508 Phuong phap nghien clfUkhoa hoc trong kinh doanh
dang n~m b~t du'C)ccac m6 hlnh hoi qui phirc tap hem. Trong phan
nay, chung ta gi6i thieu m6 hlnh hoi qui boi MLR. Cu the Iii xem xet
hie dQng cua hai hay nhieu bien phu doc l~p dinh leong vao mQt
bien phu thuQc djnh 11I'C)ng.
3,1. Mo hlnh h'Oi qui boi MLR

TU'O"nghI nhu rrong m6 hinh hoi qui dan SLR, m6 hlnh hoi qui bQi
MLR bieu di~n moi quan h~ gifra hai hay nmeu bien dQc I~p voi mQt
bil~'nphu thuQc djnh IU'Q'ng(Hinh 13.3).
Tr6' 1000i
m6 hinh SLR voi mQt bien dQc I~p X, moi quan he gifra
X, va >'t ducc bie'u di~n nhu' sau (i =1, 2, ..., N; voi N Iii kich tluroc
dam dong):
l't = f(X,) + 6', = /3. + /3,X; + &;
Hlnh 13.3. M6 hlnh h'Oiqui bQi
X,
DinhlLrons y
Dinh IUl;>T1g
Xp
Oinhltr(m8
M6 rQng m6 hlnh nay cho nhi'eu (gia su- p) bien dQc 13p,
X"X" ...,X ..... ,Xp' moi quan he tren duoc biell di~n nhu sau (chu y
them IIIbay gib chung ta dung them chi so k (k =1, 2, ..., p) de bi~u
Chuang 13. M6 hlnh noi qui don vb b(ii 509
di~n bien doc I~p VI chung ta co p bien doc l~p trong mo hIM hoi qui
boi va vlln dung i de bi@udi€n so quan sat (i = 1, 2,...• N):
Yo = Po + /J,X,• + flIXI; + ...+ fJ~X •• + ...+ PpXp, + e,
p
= flo + LfJ.X •• + e,
, 1
Neu chung ta d~1 Xo = I (ttrang (mg voi k = 0), phirong trlnh

MLR co the vi~1 6 dang do-n gian hon nhu sau:
Lily ky vc;mg(trung binh di'eu ki~n XI) cua hai ve phuong trinh
Iren va chl! y fJkX~; III h~ng so tai bat ky XC. cu the nao do, Vl v~y
E(P,X,,) = fJkX~I' chung ta co:
,
"
Viet I~i plurong trinh tren (] dang torn t~t va dung ky hieu
E(Y,}thay cho E(Y, I X, ••X2 ••••• ,Xp.), chung ta co:
E(Y,) = Lfl,X"
t-O
Nh6 lai, trong mo hlnh hoi qui dan SLR, chung ta c6 cac gia
dinh: (1) X va Y c6 quan he
tuyen tinh, (2) Y la bien dinh hrong, (3)
cac quan sat cua Y doc I~p nhau, (4) cac gia tri XI co dinh, (5) X duoc
510 Phll'ong phap nghien ctfll khoa hoc trong kinh doanh
do Ilfcmg khong sai so, (6) e, -N(P"u;L (7) £(&,)=0, (8) Var(e,) a
u~ ~ hing so, va (9) Cov( 8" t') = 0, Vi~j,

Trong mo hlnh hoi qui bOi MLR, chung ta co nhieu bien doc I~p,
vi v~y voi MLR, chung ta co them gia dinh (10) III cac bien doc I~p
khong e6 quan h~ nhau hoan toan:
Cor (X" X) ~ 1, Vi*j (i = 1,.,.,p; j = 1,....p).
Diem chu Y (1 day 111gia dinh nay Iii khong co quan h~ holm
toan voi nhau, nghia lit h~ so tuang quan r ella cac c~p bien doc voi
nhau khac voi 1, dlll' khong phai chung khong co nrong quan voi
nhau. Trang thuc ti~n nghien ctru, cac bien (khai ni~m nghien cuu)
trong mot mo hlnh thll'ong e6 quan h~ voi nhau nhirng ChL111g phai
phan bi~t nhau (dat dvoc gi<ltrj phan biet).
3,2. Ubc luong vAkie'm dinh trong so hoi qui bing OLS
Cung ean nh~c I~i la trong cac mo hlnh th5ng ke trong
do co hai qui,
chung ta bieu d i~n cac tham so ella dam dong (vd, moi quan h~ cua
cac bien trong MLR) de' n5m duoc ban chat ella cluing. Tuy nhien,
trong rhuc ti~n nghien ciru, eht'mg ta khong biet duoc chung vi
chung ta khong e6 dCf li~u ella dam dong. Vi vaY cluing ta phai lr6e
cac tharn 55 dam dong thong qua dfr li~lI m~u.
11I'Q'ng
3.2.1. Trong so hoi qui chua chuan hoa

Tuong t~r nhu trong mo hlnh SLR, de uoc IUQ'l1gcac trong so hoi qui
chua dlUan h6a (unstandardized regression coefficients) fl. (k = 1, ...r
p) trong me hinh MLR tit dfr li~u ella m~u co kich thuoc n b~ng
Cheong '13. M6 hlnh h'f>iqui don vii b{ji 5'11
phuong phap binh phuong be nhat OLS, chung ta cue tieu bien thien
phan dtr SS.:
1-' ," ,., ,-,
Cue tie'll SS, chung ta se tim diroc cac uae IU'Qng OLS P. cua P•.
Tuong tv nhu trong truang hop SLR, uoc IU'Q'ngOLS ill cua cac
trong so hoi qui P. trong ma hlnh MLR Iii cac uoc IU'Q'I1gkhang
chech va hieu qua nhat. Chung ta co phuong trinh hoi qui boi ella
uoc luong OLS (fitted least squares regression) nhir sau:
y, = iJ., 1 /3,x" + ......b,x, + ...+ P"X"I

= til,
,-, X"
Tuong t~r nhu trong SLR, de

kiem dinh cac tr<;mg so hoi
quiP, trong MI ,R, chung La dlll1g phep kiem dinh t voi b~e t\I' do Iii n
- p - I (n lil ktch thircc p la so JU'I;mgbien doc lap trong rno
m~lI va
hinh), Cac ph'iln rnern thong ke, vd, SPSS se gillp chung ta tlnh roan
d~ dang chung,
3.2.2. Trong so hoi qui da ehuan hoa

Trong nghien crru, chung ta thuOng xem xet film quan trong giu3 cac
bien doe I~p (mlre dO giai thich cua chung eho bien thien cua bien
phu IhuQc). I eu ehlmg ta dung trong so hoi qui chua chufin hoa,
chung ta khong the so sanh duoc VI thang do luang chung thuong
khac nhau, Vi yay. chung ta phai su d\1I1g trong so hoj qui aa chufn
512 PhU'O'nBphap nghien elI'Ll khoa hQCtrong kinh doanh
hoa (standardized regression coefficients), ky hi~u la z/J! (cho LFOC
luc;mg cua z/},). Trong so hoi qui nay chinh Iii trong so hoi qui chua
chuan hoa d ieu chlnh thea bien thien cua bien d(>c l~p va bien phu
thuoc trong m~u. Chung duoc tinh nhu sau:
. • Sx,
zP. =/}'-S y
Trong do, SX~va Sy thea th(r ~ Iii dQ l~ch chuan trong m~u ella
bien doc I~pX~va bien phu lhuQc y.
3.3. H~ SOphll hQP mo hlnh

De danh gia rmrc dl) phil hQP 010 hlnh (model fit) doi v01 mo hlnh
hoi qui bOi MLR, chong ta cling dua vao h~ so xac dinh.
3.3.1. H~ so xilc dlnh R;' trong dam dong

Tuong tv nhu rrong SLR, de tinh h~ so xac djnh R;, trong dam dang
c6 kich thLr6c N, chLlng ta nh6 lai cac bien thien ella 010 hinh hoi qui
trong darn dong bao gom: bien thien ella Y (tong bien thien) laSSr,
bien thien hoi qui SSk' va bien thien sai so SS,:
Trong d6,
N N N
,,-,
SSy = ,L.(Y, - Y) , ss. = ".-,
,L.(Y; - Y) vii SS, = ,,\,'2
L..(Y, -Y,)
M M W
Chuong 13. Mil hinh hoi qui don va blli 513
H~ so xac djnh RJ, trong darn dong cua 010 hinh hoi qui boi MLR
duoc dinh nghia la plian CLIa010 hinh (do cac bien doc l~p Xk) giai
Ihich cho Y. R~ bieu thj do manh cua moi quan h~ tuyen tinh giiia Y
va t~p cac bien doc I~p x,, va no cung ehinh la blnh phuong h~ so
tuong quan gil'<l Y, va y.. VI v~y, hrong II! nhu rrong mo hinh SLIt
R; Iii chi so dung de' danh gia Ollie do phu hQ"Pcua rno hlnh MLR:
R~ = [Co,,(Y,. y,»)2
= SSM SS, - SSE
SSy SSr
= 1_ SSE
ss ,
Trong MI.R gill trj R,. = JRr. duoc gQila h~ so nrong quan boi
(multiple correlation coefficient) vi n6 do hrong moi quan he giU'3
bien phu thllQc Y voi t~p bien doc l~p X" Neu t~p bien d(>c I~p gial
thieh holm loan phuong sai cua Y, thl dieu nay co nghia la sai so
c, = 0 hay Y, va Y, la mot va ILlCnay, R~ = [Co"(l';.Y,)]' = I. Quart h~
giG'a Y va X, trong tnfcmg hop nay til quan h~ ham so.
3.3.2. H~ so X3Cdjnh R' trong m~u

Cling nh~c lai lil chung ta kh6ng the e6 dUQC R;' VI kh6ng co dii li~u
cua dam dong, ma phai dung h~ so xac dinh R' trong m~u de'lI'oe
hrong R; cua dam dong. Vi v~y chung ta phai tinh R' trong m~u.
Tuong tv nhu R; trong dam dong, R' trong rn~u lit phan bien thien
cua y do rno hinh (cac bien doc I~p) giai thich. Nb~c I~ cac bien thlen
cua rno hlnh hoi qui trong m~u cling nrong tv nlur trong dam dong:
514 Phuongphap nghiencuu khoa hoc trong kinh doanh
SS" =SS, +SS.
Trong do:
•
5S, = I(y, - y)'
,-,
5S, = L• <Yi - y)'
;=1
•
SS, = "(
6'f I' - i')'
.,
1=1
H~ so xac dinh R' trong m§u duoc tinh:
R' = r ('orr(y -,I'»)'

5S, 55, -5S,
=-=
ss, J' S',),
= 1_ SS,
SS,'
3.3,3. Kiclll dinh mite dQ phil hop cua mo hinh

Nhlf dii thao ILI~n,h~ so
xac dinh R'lil chi so
dung de danh gia muc
dQ phu hop m6 hinh MLR. Do do, kiem djnh rrurc dQ phu hop cua
m6 hinh chlnh Iii kiem dinh giit thuyet flo: RI =Oso voi giil thuyet
thay the II. : R' '" O. Phep kiem djnh F duoc st'r dung de' kiem djnh
gia thuyet nay va n6 nrong duong vo; kiern dinh F trong ANOVA:
nghia Iii chung ta so sanh bien thien h'Oiqui S5, voi bien lhien ph'iin
du SS,. Y nghia Gila phep kiern dinh nay nhir sau: neu bien Ihien h'Oi
qui 16n han nhiCu so voi bien thien ph'iin duo tm rno hlnh hoi qui cang
phil hop VI bien thien eua 5S, (tong bien thien ella bien phu thuoc)
Chuong 13. Me h111hhoi qui don va boi 5'15
chu yeu do de bien dQc I~p giai thich. Bang 13.1 trmh bay cac thanh
ph'lln ella phop kiem djnh nay.
Bang 13.1. Bang AN OVA cho kiem djnh F

Ngulln Bien thicn df Trungbinh Fvtest
MS r =-
SS, F=MS,
l-fOi qui SS, P
P MS.
SS,
Plla" du SS, n-p-I MS ,=
II-p-I
Chu y III kie'm dinh f cho gia thuyet fio: R' = 0 so voi gia
thuyet thay the' If.: R' *0 cung chinh 111phep kiern djnh cho gici
thuyet /I u: P, = ...= P. = ... = Pp = 0 (tat ca cac trong so hoi qui trong
dam dong, lrlJ' hllng so hoi quiP., b~ng 0) so voi giir thuyet
II" : P. * 0 (k = I..... p), Chung ra co the'bieu di~n F-test (t dang R' nhir
sau:
F = II1'S, = SS, I p
MS, SS,I(II- p-I)
= ~(~SS~,_/~p~)/_S~Sy~ _
[(SS, - SS, )/(11 - P -1)]1 SS,
SS, )1
( SS p
= >
(1- SS, )/(11_ p_l)
SS,
R'I p
= ---.,.--'-----
(1_ R')III - p-I
516 Ph111Yng
phap nghiim ecrll khoa hoc trong kinh doanh
3.3.4. H~ so xac djnh di'eu chinh U;",

Trong mo hinh MLR, vi c6 nhieu bien dQc I~p nen chung La phai
dung h~ so
xac djnh di'eu chinh R';"j(adjusted coefficient of
determination; dieu ehinh theo b~c h..rdo) de thay cho R' khi so sanh
cac mo hinh voi nhau. H¢ sO dieu chinh nay giup chung ta di'eu chinh
muc dQ phil hop ella mo hlnh: nghia la kiem tra (trimg phat) nhlmg
mo hlnh co nhfeu bien ph~1thu,>c nhung tlurc 5l! trong mQt do eo so
bien khong giup bao nhieu eho vi~e giai thich bien thien cua Y. H~ 51'5
xac dinh dmu chinh R!t; duoc tinh nhir sau:
R' = 1_ 0-;
"'" Sl,
=I SS,1(11- P -1)
SS,)(II- I)
(n-I) SS,
=1
(IJ- p-I) SS,
=1_ (/1-1) (J_R2)

(11- p-I)
Trong do, gia tri uoc 1Lro.ngnr dCrli~lIm~lI 0-; cua plurong sal
sai so dam dong Cl; dvoc tinh:
0-: = MS. ss ,
/1- p-I
MS.(Mean Square error) la trung binh sai 50 va n - p - I Ia b~c

~ do. B~c ~ do df chinh bAng kim thiroc trir cho sO lIOCtham
O1~u
so can I16-cluong. Chu y mung ta can I16-cIU(,7ngp + 1 trong so hoi

Chuong 13. Mo hinh hoi qui don va bi,)i
qui ({Jo.{J" ...• fJp), VI v~y, df an - (p'~ 1) = n- p -1. Gia tr

6: chinh 111bien thien phfin dir trong milu dieu chinh che
S; IIIphuong sal cua y (S; = SS\.III -\).
Nhu v~y, khi dua them bien doc I~p vito mo hlnh MLR (tang p),
thl bien dua them nay chi lam tang R1 khi no lam giam duoc SSe' VI
v~y, R!., rat phu hop de quyet djnh co nen dua them bien di)( I~p
vao rno hlnh hay khong. Hay noi each khac, R!.; mot chi tieu dung
dc' so sanh cac mo hlnh voi nhau.
3.4. Da cong tuyen

So voi 1n0 hlnh hoi qui dan 5LR, trong rno hlnh hoi qui bOi MLR,
chung ta c6 them gia dinh mot gill dinh nira, do lit cac bien doc l~p
khong co nrong qUill) hoan loan vaj nhau [Cor (X/, X j) ¢ 1, \iiT-i].VI
v~y, khi troc IW)11g rno hlnh hoi qui bi,li chung ta phai kie'm tra gift
dinh nay thong qun kiem Ira hj~n tuong da c(lng hlydn
(multicollinearity). On c(ing tuyen lit hi~n tuong trong do de bien
dOc I~p co quan h~ voi nhau. Khi chi co hai bien c1i,leI~p tuong quart
nhau, n6 duoc got la hi~n tut;1ng c(lng tuyen (eollinearity) va khi c6
Ilr ba bien doc l~p co nrong quan nhau, goi la da cong nl)'en. De'
kiem tra hi¢n tuong da cong tuyen, chi so thuong dung lil h~ so
ph6ng d<)iphuong sai VIF (Variance Inflation Factor).
De' tinh VIF, chung ta, tru6c tien, tinh toan moi quan h~ giLi'a
mot bien doc I~p n110do voi cac bien dQc l~p con lai. Luc nay, bien
dQc I~p xem xet la bien phu thuoc va cac bien dQc con lai Iii bien dQc
I~p, vd, bien x p: X. = f(X .. X1 ..... X .. ,). Tiep theo tinh h~ so xac djnh
Ri cua mo hlnh h'Oiqui cho bien X,. Gia tri ) - R~
"', II . ,.t"'"
duoc goi la
dung sai r,(Tolerance) cua bien X" do Iii ph'iin rieng cua X,(vl
R~..,." III phan cua X p dt.rt;1cgilli thich boi p - 1 bien dQCl~p con lai).
kinh doanh
I
SO ph6ng d<,1iphuong sai VIF 111giit tr] nghjcb dao cua dung sai T.
Cu the, h~ so ph6ng dai phuong sai rita bien Xp la:
VIF =_1=_...:.__
p T 1- R'
P X~"'II
Nhir v~y, chung ta nh~n thay, neu dung sai T cua IDQtbien dQc
L~pnao d6 cang Ian, c6 nghia Iii phan rieng cua no cang Ion nen h~ so
ph6ng dai phuong sai V1F cang nho, va hie nay kha nang da cong
luyen se giam. Nguoc lai, khi T cua mQI bien doc J~p nao do cang
nho, VIF cua bien d6 se cang Ian (Iuc nay cac bien doc L~pkhac c6 the'
giai thich thay d10 bien doc I~p dang xem xet) va hi~n nrong da cQng
tu yen se xay ra.
1110l1gtlurong, neu V1Fcua rnfit bien doc I~p nao do > 10 thl
bien nay hall nlur khong co gia tr] giai thich bien thien cua Y trong
mo hlnh MLR (Hair & ctg 2006), Tuy nhien, trong thuc te, neu VlF>
2, chung ta din drn th~n rrong di~n giai cac trong so hoi qui. Doi khi,
chung ta dIn phai xern xet cac h¢ so tuong quan (Pearson, tlmg phan)
cua bien d6 v6i bien phu thuQc Y de c6 the so sanh chung vUi trong
515hoi qui.
3.5. Mo hlnh hoi qui bOi MLR trong kiern dinh gia thuyet
Mo hlnh MLR IIImot trong nhlmg mo hinh thong ke duoc dung
Stf
pho bien rrong kiem dinh Iy thuyet khoa hoc (kiem dinh rno hmh
nghien ctru va cac gia thuyet). Khi Slt dung roo hlnh MLR, chung ta
can d,U Y s\r phu hop va kiem Ira cac gia dinh cua n6. Chu y la
chung ta it khi Slt dung mo hinh SLR trong thuc ti~n nghien ciru vi
mo hlnh nghien ciru cua chung ta thuong co nhieu bien doc I~p. Han
niia, mung ta co the dung h¢ so ttrong quan thay cho hoi qui SLR. Vl
v~y, philn thao lu~n duei day, chu yeu cho roo hlnh hoi qui bOiMLR.
Chuong 13. Mo hlnh hoi qui don vii boi 519
3.5.1. Kie'm tra S\f phil hop ala mo hlnh va bien

Truce tien, de Slr dung mo hinh hoi qui b{li MLR, chung ta can
xem
di'eu kien ve bien: c6 m{lt bien phu thu{lc va phai Iii dinh hrong va
nhieu bien dOc I~p c6 the Iii djnh hrong hay dinh tinh. Truong hop
bien d{lc I~p la bien djnh tinh se giai thieu trong Chucmg 14. Neu
bien phu thu{lc Iii bien dinh tinh chung ta phai dimg rna hlnh ho
tuyen tinh tong quat h6a nhu Logit, Probit va khong thuoc pham vi
cua giao trinh nay. Cac ban mu5n tham khao, xem lay vi du,
McCullagh & Neider (1989), Train (2003).
3.5.2. Kie'm tra s\f phti hop cua gia djnh

Hai 10, khi dii quyet dinh sUodung MLR, chung ta phai kh~'mtra cac
gia djnh ella n6 dll'xern ket qua e6 tin c~y duoc khong.
De kiem Ira mOi quan he tuyen tfnh giua bien phu thuoe Y, va
cac bien doc I~p X, ding nhir hj~n tuong phirong sai thay doi
(heteroskcdasticity) chung ta xay dung mdi quan he (trong m~u)
gill'a ph'an du va gia tr] qui ve h'Oiqui jv cua p,; Chuy la chung ta xay
dung moi quan he
nay tren co so dl'r lieu m~u va c6 the' dung bien
chuan h6a z, cua phln dtr e thay cho e. Cac quan he
c6 the xfly ra
diroc bien di~n 6 Hlnh 13.4.
1. Quan he phil hop (Hinh 13.4a): Trong tnrong hQP nay,

chung ta nh~n thay y, va e doc I~p nhau va phtrong sai ella e
khang thay doi. Nhu v~y, neu dft lieu ella' chung' ta cho moi
quan he nay, mo hinh h'Oiqui phu hQP.
2. Quan he phi tuyen (Hlnh 13.4b): Chung ta nh~n thay phln
du e thay doi khong tuyen tlnh theo Pi' nhu v~y, mo hlnh
hOi qui tuyen Hnh se khong phil hop.
520 Phuong phap nghien cUu khoa hoc trong kinh doanh
3. Quan h~ phuong sai thay d5i (Hinh 13.4c):V{rimoi quan h~

nay, gia djnh phuong sal cua phan du thay doi theo YI' vi
v~y gia djnh phuong sai dong nhat (homogeneity of
variance) bi vi pham.
4. Quan h~ phi luye'n va phrroug sai thay dlii (Hinh 13.4d):
Vai moi quan h~ nay, hai gia dinh cia mo hlnh hoi qui bi vi
pharn: quan h~ luyen tinh va plueong sai dong nhat.
Hlnh 13.4. Quan h~ gifrayv3 ph'an dtt
e/z. elz;
.•..•....
. .' .'..
• • ••
o I-----_!..._.L.....!.....:-=--
•••
• • • •••••
o I----A~~·~~r·----
... . .. ' .. • ••
• •
••
••
L- y, l...- y,
a. Phil hop b. Phi tuyen
• •
•••••
• • •• • ••• . . . ...
• ••: • • •
O~~~~~~--- • ••
"
t
• '.
•
• • •
O~~~.~.~.~L-~-
."• • •
•
.
I..-
• .
y, I..- .
y,
c. Phuong sai thay d6i d. Phi tuyen va phuong sai thay d6i
Nguon: Stenvens (2002, 111).
3.5.3. Kich thuac m~u

Kich thu6c m§u cung lit mQt van Oe can quan tam khi sir dung MLR.
Chon kich thwc miu trong MLR phu thuoc nhi'eu yeu to, vd, rmrc y
nghia (significant level), d{>manh cua phep kiem dinh (power of the
Cheong 13. !vI6 hlnh h'Oiqui don va b(ii 521
test), so IU'Q7lgbien doc I~p, vv (Tabachnick & Fidell 2007). Mot cong
thuc kinh nghi~m thuong dung de tinh kich thuoc milu cho MLR
nhu sau:
/I 250 + 8p
Trong do, n Iii kich rhuoc mill! toi thic'u can truet va p so IUQTlg
bien doc I~p trong rno hinh. Green (1991) cho rfulg cong tlurc tren
tuong doi phu hop neu p < 7. Khi P > 7, cong tlurc tren hoi qua kh3t
khe (cong thirc nay dol hoi kid' thiroc m~u Ion hon dln U,iet). Tuy
nhien, trong dll li~u khao sat (t~p trung cU3 grao trinh nay), chung ta
thLiong dung EPA cung voi MLR trong mot nghien cuu (xern lai
Chuong 11). ErA luon dci hoi kich thuoc m&Ll16n han nhieu so voi
MLR. Kich thu'6e m§u tfnh tll' cong thirc tren thuong nho hem kich
thuoc I1l~U doi h6i eho EFA, cho nen chung ta co the dung no tinh
kid, thuoc m5u cho MLR va so sanh lai kich thuoc mau doi hoi eho
EFA. Chi tiet hem v'c nhung cad, tinh Ideh thuoc m~Llkhac cho MLR,
xern Green () 991).
3.5.4. Chien luoc phfin tich

Trong phan tich hoi qui MLR, chung ta co nhieu each thuc xem xet
tac dong ella cac bien doc I~p vao bien phu thuoc. Co hai vim de C(1
ban chung ta din chtl y. Mot la, rnfii quan h~ giua cac bien phu thuoc
voi bien doc 13p Iii quan h~ luang quan, khong phai quan h~ nhan
qua. Tuy nhien, trong gia thuyet nghien oru, chung ta thu<mg bieu
di~n chung 6 dang nhfin qua (vd, X tac dQng cung chieu vito Y).
Quan h~nhfin qua" day Iii do suy di~n tlr Iy thuyet, khong phai do
kel qua thu ducc tif dfr li~u phan tich trong MLR. VI vaY, trong
MLR, gia thuyet X llic t1Pllg cUllg chiell pao Y tuong duong voi gia
thuyet X va Y c6 quail Il? dlllg cilleu viri II/lau (xem Blalock 1964).
522 Phurmg phap nghien cuu khoa hoc trong kinh doanh
Hai la, trong phan tich MLR, nrong hr nhir trong philn tich
EFA, chung ta c6 the' Slf dung phmmg phap kh~ng dinh (dong thbi)
hay kharn pha (timg buoc). Vi~e chon phuong phap nao tuy thuQe
vao rnuc tieu nghien ciru cia chung ta (Field 2005),
Phuong phap dong thOi (phuong phap EI\."IER trong SPSS) c6
the xem la phuong phap kh3ng dinh (confirmatory) trong nghien
ciru khoa hoc, Nhu v~y, phuong phap nay dung de' kiem djnh cac
gia thuye't. Khi m uc tieu nghien ciru cia chung ta La kiern dinh Iy
thuyet khoa hoc (bao gom cac gia thuyet suy di~n hI Iy thuyet, rno
hlnh T-+R trong nghien ciru), chung ta se sir dung plurong phap
dOngtho'i.
Phu'011g phap timg buac (phuong phap STEPWISE trong SPSS)
duoc xem la phuong phap kham pha (exploratory) trong nghien cuu
khoa hoc, Phuong phap nay dung de kharn pha moi quan h~ cua cac
bien (trong th] tnrong), Khi muc lieu nghien cuu ella chung ta Iii
kharn pha cac moi quan h~ cua cac bien trong th] trirong (chua co gia
I'huyet suy di@nttl'ly l'huyet, mo hinh R-+T trong nghidn cuu), chung
ta se su dung phuong phap lung buoc.
Ngoai fa, chung ta con phuong phap mang tinh phoi hop d6 lil
phuong phap thl!' b~c (hierarchical), Trong plurong phap nay, nha
nghien CUll se chon bien doc I~p nao dua vao rno hinh tnroc va bien
nao dira vao mo hinh sau. Vi~c chon Iva nay c6 the' Iii do Iy thuyet
cung c6 the 111do danh gia cia nha nghien ctru.
Trong nghien ctru khoa hoc, chung ta thuong g~p nhirng mo
h1nh nghien Clru trong d6 c6 nhirng moi quan h~ giira bien dQc I~p va
phu thuoc (gia thuyet) co the' suy di~n tlr Iy thuyet, Song song vai cac
bien nay, chung ta cung c6 nhfrng moi quan h~ chua c6 co so Iy
thuyet vfrng ch3c de suy di~n, ho~c chi nr dir Ij~u kham pha, d~c bi~t
Iii trong trtr&ng hQ'p chung ta di'eu chinh, bo sung cae rno hlnh hien
c6 trong ngir cinh CI,I the cia Vi~t Nam, ha'y rnQt ngimh CI,I the' nao d6
1;). Mli hlnh hT)i i don vh b{\i
cua Vi~t Nam. Trang cac truong hop nlur vay, phirong phap thl!' b~c
Iii phu hop.
Mot vgn ere ti{!'p theo nira Iii bi~n lu~ ket qua. Mot la, trong so
hoi qui the' hien duai hai dang: (1) chira chum hoa (unstandardized
estimates) ft. va (2) chua'n hca zii. (standardized estimates). V6i
trong so hoi qui chua chuan hoa (ky hieu beta Ion B trang SPSS). gia
tr] cua no phu thuoc VdO thang do cho nen cluing ta khong the' dung
chung de' so sanh mt.'rcdo lac dong (moi quan h~) cia cac bien doc
l~p vao bien phu IhuQc trong cUng moLmo hinh duoc, Neu so sanh
nhu v~y cung giong nlur chung ta lay 10m so sanh v6i 20cm va ket
11I~n10 < 20! Vi vay. de so sanh rmrc dQ tac dong cua cac bien doc laP
vao bien phu thuoc frong cung mot m~ul chung ta phai dung trong
so hoi qui d5 chua'n hoa (ky hieu Il trong SI'SS).
Trong so hoi qui chua dluan hoa duoc dung de so sanh cac
m5u voi nhau nlnr so sanh 51! khac bi~t ve dQ tuoi. gi6i tinh, so sanh
cac vung, hay cac nuoc khric nhau ==s cac nghien cuu da van hoa.
elms dln chu y Iii h~ s6 hoi qui chuan hoa da.dHgc dieu chinh eho
bien thi6n trong m~u (zP. = A!):t,1 Sy) nen chung khong the' ducc
dung n6 de'so 51/ khac biet rrong cac m~u voi nhau duoc (xern, vd,
Singh 1995).
UIY vi du, Nguyen & ctg (2008) nghien cuu 51,1' khac biet gma
tac dong cua Tinh vi chung lii!u dt'mg vao Danh gin chill tuong 1t11ll8
"gO(li "}!lIP girta hai nhorn nglroi tieu dung: tre va trung nien. Ket qua
d~ra vao trong so hoi qui chua chuan hoa cho thay tac d{lng nay
trong nh6m nguoi tieu dung trung nien ([3 = - 0.26, P < 0.001) rnanh
hon (tac d{lng nghich chieu) so vo; nhom nguOi tieu dung tre tuoi
hon (13 - 0.07, p > 0.33). Tuong tI,I' nhu v~y. Nguyen & ctg (2011)
nghien cuu tac dong ella Nltij" biel thuong lti~1lvao Long trung thanh
I/II((1IIg Iti~ugifra nglJ'ai tieu dung Vi~t Nam va Thai Lan. Dua vao
trong so hoi qui chua chuiin hoa, ket qua cho tha'y tac d(lng nay
khang cO y nghia doi v6i nglTo; neu dimg Thai Lan ([3 = 0.04. P >
Phuong phap nghien Clhl khoa hoc trong kinh doanh
~ng c6 tac dong cling chieu doi voi nguot tieu dung Vi~t
.xam (13 = 0.27, P < 0.001).
Trong so hoi qui chuan hoa (ky hi~u beta nho {J trong SPSS) la
rrong so chung ta dli chuan hoa cac bien. Vl v~y, chung duoc dlmg
deso sanh rmrc do tac dong cia cac bien phu thuQc vao bien aQc I~p.
Bien doc I~p nao co trong so
nay cang JOn c6 nghia ia bien d6 c6 tac
dong manh vao bien phu thuoc. Ciing nh3c lai Iii vi chUng ta da
chua'n hoa, nghia la chang ta aa affiu chinh cho bien thien trong mSu,
cho nen chung ta khong the' 5Lr dung trong so
hoi qui aa chuan hoa
de' 50 sanh cac milu voi nhau ma phai dung trong 55 hoi qui chua
chuan h6a.
3.5.5. VI du min h hoa

Vi du I: Nguy~n &:. ctg (2010) nghien elm cac thuoc tinh tac dong vao
rnuc do hai long cua doanh nghi~p d~I'(,YC.De kham pha cac tac di,\ng
nay, cac lac gia d5 dung ma hinh hoi qui bOi MLR dua tren dir Ii~u
thu th~p tL'r 402 doanh nghi~p tinh Tfen Giang.
Phuoog phdp binh phuong nh6 nhat voi mo hinh tLrngbuoc

(STEPWISE)duoc sir dung thong qua phan mem xu ly thong
ke srss. Phlrong phap terng buoc, thay vi dong thol (ENTER)
duoc sir dung vi ban chat ella nghien ceu nay la kharn pha hon
la kh~ng djnh IN hom hie gia bi~n lu~ vi sao dung phueng
phap STEPWISE]. Cung ghi chu them Iiikiern Ira gi<idinh h'Oi
qui cho thay: hi~n tuong da cQng luyen (multicolinearity)
khang b] vi pharn (VfF < 2.20).Kiem dinh White cho thay gia trj
Chi-blnh phuong khang dat mec co y nghia (p > 0.05), vi v~y
llien nrong phuong sai thay doi (heteroscedasticiry) khong xuii't
hien (Kiem Ira gia djnh, d~c bi~t la da CQngtuyen va phireng
sai thay doiJ.
Chuong 13. M/j hlnh hoi qui don va blji 525
Trong nghien cuu nay, Nguy~n & ctg (2010) dii dung kie'm djnh
White (White 1980), de' kie'm djnh phU011g sai doi. Co nhi'eu phuong
phap dung de kiern dinh hi~n nrcng phU011g sai thay doi (xem, vd,
Demaris 2004; Greene 2003). Thong thvong chung ta chi din dung do
th] (Hinh 13.4) de kiem rra, Di nhien, d~ dang h011 nhimg dQ chlnh
xac khong cao. Neu dung moi quan h~ giira y va z, (trong Hin11
13.4), cluing ta co the kifm rra CDC die'm ca bi~t (outlier).Nell gia tr]
l'uy~t doi Iz,l> 4 thl do III diem cac bi~t (dii' li~ud~cbi~tso v6i d(l'li~u
khac trong t~p duo li~uthu th~p (Demaris 2004).
...Ket qua cling cho thay mo hinh c6 dQ phil hop dar yeu cau (Rl
~ 0.45). Ket qua (Bang) eho thay chi co narn yeu to chinh tac
d{lng vao rmrc de} hili long cua doanh nghi~p, trong d6 c6 bOn
thuQc tinh dja phuong va m{ll bien d~c tnrng doanh nghiep.
Bon thu{lc tinh dja phuong d6 la (1) h6 tro chlnh quyen, (2) tru
diii dau ttr, (3) dao t\lO ky nang, (4) mo; trucng song. Bien d~c
tnmg doanh nghi~p Iii loai hinh doanh nghiep [Bao colo kct
qua MLR, loai hlnh doanh nghj~p hI bien dummy se giai
thj~u a chuang saul.
nang: Cac yeu t61ae di)ng vao S\I' I,,\i long cu. doanh nghj~p
p
TTQngs6 Sai I~ch
Yeu 16 lac di)ng hoiqui8 chuan chuan hoa t p
Hilng so hoi qui 8.94 1.855 4.82 .000
X4: Ho ITOchinh quyen 0.20 0.037 0.29 5.33 .000
X6: Ifu dai dau nr 0.30 0.094 0.14 3.14 .002
X8: 1:)(10 1'-'0ky nang 0.25 0.067 0.19 3.74 .000

X9: Moi tmlmg song 0.19 11.048 0.20 3.90 .000
D4: Loai hinh doanh
1.88 0.735 0.10 2.56 .011
nghi~p
[8ao cao cac bien co y nghla thong ke « 0.5%)].
526 Phuong philp nghien cou khoa hoc trong kinh doanh
...Kel qua eho chung ta thay, trong cac thuoc tinh tac dong vao
SI,l' hili long cua nhlt crau ill, thuoc tinh quan trong nhat Iii SI,J' h6
tro ella chinh quyen (fl. e 0.29). TiI~'pthea Iii hai thuoc tlnh ve
dao tao ky n~ng va moi truong song c6 tac dong hau nhu lit
nhu nhau (fl.- 0.19 va P9 = 0.20). Chlnh sach lIU dal dilu ill c6
roc dong kern nhat (fl. = 0.14) [So sanh lac dong cua cac ylu 10
vao SI,J' hai long cua doanh nghi~p. Chu y SPSS dUng bela Ibn
(8) chi Irong so hoi qui chua chuan hoa va beta nho (P) de
chi trcng so hoi qui dli chuan hoa. Vi muon so tac mire dQ lac
dong cua cac yeu 10 vOi nhau nen trong so chuan hoa dU'Qc sli
dungl.
Vi du 2: Nguy~n & ctg (20]0) trong mQtnghien cuu ve ket qua hQC
t~p cua sinh vien khoi nganh kinh te, xem xet rae oQng cua nang hrc
gtang vien vao dong co hoc t~p cua sinh vien. Neu chung ta xern xet
cac thanh ph'lln ella nling luc giang vien: nang hrc giang day (bien
dQc I~p X,), to chuc man hoc (Xl)' va nrong tac lap hoc (XJ) vao
dQng CCI hoc t~p cua sinh vien (bien phu thui,lc Y). Sll' dung du' li~u
thu Ilr 129 sinh vien va dung hoi qui MLR:
...DOng co hoc t~p cua sinh vien phan anh rrurcdOdinh huong,
tGp trung va nb luc cua sinh vien trong qua trlnh hoc t~p
nhtmg noi dung cua rndn hoc, Thang do dong co hoc t~p cua
sinh vien (goi t~t Ii! dong CO hoc t~p) Slr dung trong nghien ciru
nay dua thea thang do cua Cole & ctg (2004), bao gom bon bien
quan sat Igi6'i thi~u Ihang do dQng co hoc t~p (bien phu thuQe
YI.
~C~h_u~~_ng~L~3.~M~o~h_il~11_'h~o~i~q~u~i~d_o_n_v_a~b~Q_i ~ 527
Thang do dQng co hoc t~p (Y)

HT,.Toi dhnh rilt nhillu thoi gian cho mon hoc nay
HT•.Dau tv vao mon h9Cnily lil t1U ticn so mot ella toi
HTkToi h9Chet minh klu h9Cmon hoc nay
HT•.Nhin chung, dong co h9C ~pcua toi doi va; mon h9Cnay rat coo
...Thang do nllng I\,e giang vicn bao gom ba thanh phan chinh,
duqc do h.rOngbfing 12 bien quan sat. Thanh phan thu nhat Iii
giling day, duoc do lu-angb~ng ba bien quan sat, phan anh kien
thuc cua giang vien ve mon hQC,kha nang truyen dat va dau tu
cua giang vien cho mon hoc. Thanh phan thir hai Iii chuc to
man hoc, do luong boi bon bien quan sat, phan anh rnuc tieu,
nc)idung vii ky v<;mgcua mon hoc. Thanh phan thtr ba, tuong
lac lop hoc, do IU'<'mgthong qua nam bien <luan sat, phan anh
mt": do kich thtch '.rong tac giu-a giilng vien voi sinh vien va
giCtA sinh vien vci nhau. Thang do nay dira vao thang do ella
Abrantes & cig (2007) Igiai thi~lI thang do bien doc I~p
X"X" va X,J.
Thnng do n~ns I\te shins vi~n
X, : N3ng 1\I'e gillng d~y

GD,.GV co kill'n th(tc sau ve mOil hoc nlly
GDt.CV giang gilli cac van de trong mon hQCnily (at d~ hieu
GD...CVmon h9Cnay chua'nbi bili giang rat kY luang
X 2: rs chlie mon hoc

TC"Mlle tHiu va noi dung mon h9Cnay dUQCgiang vien gim thi¢u ro
rilng
TC,.NQi dung man hoc nay duvc sApxep rat h~ thons

TG.Toi n3m r6 duq<:rnuc dich vii yeu diu rua man h9Cnay
TC.,CV lam ro nsay tir dau nhUng ky vong ev mong dqi tir SV khi hQc
528 l'hU'(Tngphap nghien cU'Ukhoa hoc trong kinh doanh
1110nhoc nay
XJ : Tlf()11S lac lap hOC
TI,.GV m6n hoc nay kich thich 5V IMO lu~n trong lap
TI,.Toi thuong xuyen tnllo luijn voi GV khi hoc m6n hQCnay
TIj.GV mon hoc nay luon I~O co hQi cho 5V d~1 diu hoi trong lop
TI •.GV m6n hoc n~y luon khu)'cn khich 5V dira ra cac y tuUng. quan
diem m6i
Cac tae gia dii Slr dung Cronbach alpha va EFA de'danh gia
thang do (xem Chuong 10 va 11) va dung tong cac bien do hrong de'
phan tich hoi qui tiep theo. Vi du, de tinh Y, nhorn tac gia lay long
cua de bien tU, HTI den HT., vv. Ket qua phan tich hoi qui MLR b~ng
SPSS vci phuong phap ENTER (dong thai), vl da gia thuyet 111nang
1~I'cgiang vien, to
chuc rnfm hoc va tU'O'ngrae lap hoc eo tac dong
cung chiell vao dong co hoc t~p ella sinh vien:
13ang 16m t~t 1110hlnh
Model R I(~", Sai I~chchua'n SE
'I .518 .268 .251 4.45139

Bitn pIt\! IhIl9C:Dong COhoc I~p
BangANOVA
Bitn Ihien 5S df MS F Sig
Regression SS...907.810 P""3 MSr-302.603 15.272 .000

Residual SSe-2476.8S6 n-p·I-I25 ~19.815
Total
SSy-3384.666 128
Chuang '13. Mil hinh h'(jiqui don va b(ii 529
Bang trQng 51) h(li qui

Tuongqu3n Dol cQng tuyen
8 SE /J SiS Cor I'eor see- T VIF
7.17'1 1.982 362 .000

X, ·.()O.I 129 -.003 -.03 .973 .32~ -.003 ·.003 .600 1.667
Xl .338 .099 .322 3.42 .001 438 .292 .261 .661 1.513
x.. .278 .062 .302 3.·11 .001 A2l> 292 .261 .748 1.337
Ket qua MLR cho thay, mQt la, h~ so xac dinh Rl = 0.268 (~) va
R~, = 0.251. Chung ta th.ly R;", nho hon R'vi bien x, khong giai
thfch them cho Y. Kiem dinh F (Bang ANOVA) cho thay muc y nghia
p (trong SPSS ky hieu Sig) = 0.000. Nhir vay rno hinh hoi qui phu
hop, Hay n6i cac khac, cac bien dOc I~p gi1ii thich duoc khoang 25%
phuong sai ella bien phu thuoc.
Xem xet bang trong so hoi qui, chung ta thay bien X, va Xl c6
tac dOng cung chi'eu vile Y VI rrong 50 hoi qui B cua hai bien nay co y
nghia thong ke (ca hili deu co p = 0.001). Nell so sanh tac dOng cua
hai bien nay len Y chung ta thay flx, = 0.322 va flx, = 0.302. Nhir v{iy,
X2 tac dOng vao Y manh hon X, (my khong nhieLl).
Dic'm chu y 6 day Iii .X",. Chung ta thay X, tac dong am vao Y,
IUy khong c6 y nghla thong ke (P.I, = -0.003; P = 0.973). Tuy nhien.
neu nhln vao cac h~ so tuong qUM, chung ta thay so luang quan he
Pearson r e 0.324. Nhir v~y, X, va Y co quan rung chieu voi nhau. he
Nhin vao he so nrong quan tLmg phan (rrong m~u) pcor(x,.y) va
nrong quan ban phan 5eer(x"Y) chung ta thay hai he so nrong qUM
nay (qui Iron ba so Ie gan b3.ng nhau) am. Dieu nay co nghia Iii hai
bien con I~i ( X l' va X J ) dii giai thich phan X, giai thfch cho Y. Nhln
I\(i kie'm djnh da cong tuyen, chung ta nhan thay VIF = 1.667 « 2). Vi
v~y. mOl each tong quat. dat yeu cau. Tuy nhien, can chu y Iii nhimg
530 Phuong phap nghien c.:rukhoa hoc trong kinh doanh
chufin cho VIr: 111chuan kinh nghi~m, Chung ta luon luon xem xet h~
so tuong quan cua chung cung voi h~ so hoi qui de co ket lu~n dLmg
din ve ket qua, Lay vi du, trong tnrong hop nay, chung ta khong the
ket lu~n Iii nllng Ivc giang day ella gitmg vien khong c6 tac dQng vao
dong co hoc t~p cua sinh vien duoc, rna nang Ivc giang day dii dugc
the' hi~n trong to chirc rnon hoc va h.rang tac lop hoc.
Neu xem xet them tU'Ongquan (trong m~u) giua cac bien x" ,'1'2'
va X}' chung ta thay nhtr sau: cor(x .. x,) : 0.566; cor(x"x}) ~ 0.481;
va cor(x1,x,) = 0.391. Nhu v~y, chung ta thay nrong quan giua X"
X" va Xl kha cao va dieu nay d~n den hien nrong da c9ng tuyen da
neu tren.
4. Phan tich MlR vai SPSS

SPSS giup chung ta d~ dang trong phan rich MLR voi SPSS chung ta
thuc hi~n nhu SClU:
Analyze ~ Regression ~ Linear: dua biel1 phu thfl(jC vno {}

Dependen t vn dun ou: bien tl(JcI~p vaa iJ Independentts) ~
Method: plllrcmg pJuip miJc Illrien Iii ENTER, net! chon phuong
pfulp khac, ud, STEPWTSE ~ nhiin c1lU(J1 velD STEPWISE ~
Statistics ~ rtllail chl19t vila Coltinearitsj diagnosis (de' tinh
VIF) ~ nlllln c/1II(J1 vao Part and partial correlations (neil
IIIllilll tlnh cfuing) ~ Continue ~ OK: cJlIJtlg fa nJuJnk€1qua
hoi qui b~llg phuong phap ENTER.
Neu dung phuong phap tht't b~c trong MLR chung ta tien hanh
nhir sau:
Chuong 13. Mo hinh hoi qui dlm va bvi
Analyze ~ Regression ~ Linear: dun bien phu IhllQc vao v

Dependen t vii dim dpe l(ip lilli lIiun (bii'h cflllng fa dtinh gid iii
quan trong Ilhat) VllO(j ludependentts) ~ Next: dlra bie" dpe
i(iT' tlllr Ira; vilo (j Independentts) ~ tiep Ille nhir Iren ... ~
OK.
De'danh gili cac gia djnh MLR b~g so do, sau khi dua bien phu
IhuQCva doc I~p vao, chung ta tien hanh nhu sau:
Allalyze -+ Regression -+ Linear: dIm hii'll phI! tlwQc vao {j

Dependent vii dIm clie hie;l dpe l!lp vila (j lndependentis) ~
Plots ... ~ dira ·ZRESTD (plran dtr clruml hon z,) vao tr!Jc Y
va ZPR£D (gid Irj .vi) vao trUC X ~ nhiin cllIIpt VIIO Ii
Histogram va Normal probabi/itrj plot 11'0118 m!~C
Standardized residual plots (fle'kie;n trn phan phOi CUll sal s6)
-+ lie/) lI,Ic 1I1I,.rIrerl. .. -+ OK.
Phu'(Yngphap nghien c{,u khoa hoc trong kinh doanh
TOM TAT CHUaNG 13
Chuong 13 nay gioi thi~u hai rna hinh hoi qui thong dung, do lit
hoi qui don SLR va hoi qui b(ii MLR. SLR dimg de kiem dinh lac
dc)ng cua rnc)t bien dQc I~p dinh IUQng X vao rnQt bien phu thuQc
djnh hrcng Y va MLR dung kiern dinh lac d(ing ella nhieu bien doc
I~p dinh hrong van rni;>tbien phu thuoc dinh hrong.
SLR duoc bie'u d i~n 6 dang: }: = [(X,) + E, = Po +P,X; + Ei, lrong
do y, la gia trj ella Y tai quan sat thir i, i = 1, 2, ..., n (n la kich thuoc
miiu), X, la gin trj cua X tai quan sat tlnr i, E,13 phan du tai quan sal
lhtl' i, Pclld h&ng so hoi qui, va flc III trong so hoi qui, Dung OLS de
lI'DC 11I'O'ng Pu va PI tll' du' li~lI rn511, chung ta co gia IIi uoc
ILrc;mgp,)va PI va duong hoi qui uoc hrong co dang: y, = Po + PIX,.
danh gia rrurc do phu hop cua me hlnh, nguoi ta dung h~ so
E)@'
xilc dinh lit, I-I~so nay phan anh phan bien thien ella Y duoc glili
thich boi bien doe I~p X va n6 Iii birth phuong he so tuong quan
Pearson X va Y. Mo
hinh hoi qui don SLR thuong it sir dung trong
nghien ciru vi trong thuc ti~n, co rilt nhieu bren doc I~p co the giai
thich cho bien thien ella rnQt bien phu thuoc,
MLR Iii rna hinh rna rQng cua SLR cho p bien dQc I~p,
X" )(2'''''X,: y, = Po + P,X" + p,X" + ...+ P.X" + ...+ fJpXpl + c,
Phuong phap OLS cung diroc dung de uoc hrong cac trong so hoi
qui P. rrong MLR va dung he so xac dinh Rl de danh gia mire do
phu hop ella rna hinh. Tuy nhien, vOi MLR, R' khong phai Iii binh
phuong he sO nrong quan giita Y va X nira vi bay giOi chung ta co p
bien X. H~ so ctfell chinh R~ thuong duoc dung de thay cho R2 de
kie'rn Ira nhimg rna hinh co nhi'ell bien phu thuoc nhung thuc sv
chung khong giup nhieu cho vi~e giai thieh bien thien ella Y.
Chlt(JJ1!l 13, M6 huth hoi qui don_:v_:a_:D.::_Ol:..._· ---==533
Mf.R Iii mot trong nhu'ng mc hinh thong kc diroc SL!'dung pho
bien trong ki~m djnh Iy thuyet khoa hoc, Khi str dung MLR, chung ta
can chu Y :;~rphu hO'P va kiern tra cac gia dinh cua no, Mot la chung
ta can xcm dicu ki~1l vc bien: c6 mot bien phu thuoc va phai la dinh
luong va nhlell bien doc I~p c(J the' la dinh luqng hay dinh tinh. Hai
la, khi dii qllyct dinh su {h,mg MLR, chung ta phai kicm tra cac gia
dinh cua no de xem kct qua co tin ~y diroc khong: dung VJF de
kic'm tra hi~1l tuong dol cong tuyen; dung so do bieu di~n moi quan
h~ giu'a .i', va z de kic'm tra moi quail h~ tuyen tinh giffa bien phu
thllOc }~ va cac bien d{>cI~p XI cUllg nhu luen tu'qng phuong sai
thay doi; kich tluroc m5u de' phiin tich MLR thuimg dua vao kinh
nghi~m,
Trong phan rich hoi qui MT.R,dlLlIlg ta co nhicu each tlurc xcm
xet lac dOllg cua cac bic'n doc l~p V;'10 bien phu rhuoc: dung phu(Tllg
phap kh51lg djnh de' kie'm dinh cac gia thuyet va dung phuung phap
timg buoc de kh::im phil mtii quail h~ C1i3 de bien, Ngoili ra, chung ta
cI ilng phuong phap IhLI' b~c. Trong bien lu~n ke! qua, trong so hoi
qui chua chufin hoa dung dC'so sanh cac m~u vo; nhau va 1Tong so
hoi qui chui.i'n dung de' so sanh rnuc dO tac t1Qng cua cac bien phu
lhu(le vao bien doc I~p, Cuoi cung, chuang nay gi6i thi~u each philn
tieh h'Oiqui voi SPSS,
534 Phuong phap nghien Cll'Ukhoa hoc trong kinh doanh
CAU H61 ON T~PvA THAo LU~NCHUaNG 13
I. Cho biet SV' khac nhau va giong nhau giiia rno hinh hoi qui don va hoi
qui boi? Cho vi du minh hoa?
2, Cho bie't siung nhau va khac nhau gifra wong quan Pearson, Wong
S","
qua" timg phan PCor, nrong qua" ban phan SCor va trong hoi qui so
trong mo hinh SLR va MLR?
3. Cho biet dreu ki~" de' sir dung m6 hlnh hoi SLR de kiem dinh gi:i
lhuyet "ghien cuu?
4. Cho biet di'eu ki~" de St. dung mo hlnh MLR de kiem dinh gia thuyet
nghien cuu?
5. Cho bi~l ban eha'! cua he so xac djnh R2 trong mo hinh SLR va MLR?
R2 vil R~"i khac nhau nlur the' n110rrong MLR?
6. Cho biet ban eha't cua phan tich h'Oiqui dang kharn pha va dang khAng
djnh? Loy vi du minh hoa?
7. Cho biet khi nao dung phuong phap ENTER, STEPWISE va

Hierarchical trong phfin tich MLR? Cho vi du minh hoa?
8. Nhll nghien CIiu A, trong mot nghien c{l'll cua minh tai Vi~t Nam, xily
dung mo hinh nghien roll bao gom cac khai niem sau day:
1. Tinh lac quan cua nhan vien (IcY hl~u III XI)
2. Tinh kien d [nh ella nhan vien (ky hl~u III X 2)
3, Tinh hap d~n cua cong vi~c (Xl)
Chuong 13.M6 hlnh h(ii qui don va b(ii 535
4. Ket qua dIng viet cua nhan vlen (ky hieu til Y)
Tlnh lac quan cua nhfin vien (X,) duoc do hrong bfu,g 4 bien quan
sat, Tinh kien djnh cua nhfin vien (X,) duoc do luong' bfu,g 5 bien quan
sat, Tlnh hap dlin cua cong viee ( X) dvoc do b~ng 3 bien quan sat, va
I lieu qua cong viec cua nhan vien (Y) duoc do ttrimg b~ng 6 bien quan sat.
Sau khi danh gia cac thang do Iren b~ng Cronbach alpha, va EFA, nha
nghien ruu A 10(li mot bien quan sat trong thang do X, va
loai hai bien
quan sat trong thang do Y.
Nha nghien cuu i\ muon xem xet tacdong cua X" X, va XJ vao Y.
Hay cho biet nha nghien ruu A phai:
a. S& dung phuong phap xu Iy nao de xac dinh diroc tac di)ng cua
X" X, va x, vao Y?
b, Dung nhiing phuong phap nao de rinh gia tri cua cac bien X"
X, va X, va Y de dung eho philn rich ban de ngh] (1 Cau a?
c. Do luong cac bien X,, X" Xl va Y b~ng baa nhieu bien quan sa!
rrong philn tlch ban de nghj 6 CaLIb?
tac dong cua X" X, va
d. Dung he so gl de c6 the so sanh rrurc d<;'>
XJ vao Y?
9. Xay dung mo hlnh nghien CLfU Slr dung h'Oiqui don de kiem djnh?
10. Xay dimg mo hlnh nghien ctru Slr dung h'Oiqui boi de kiem djnh?
536 Phu'cyngphap nghil~n CUllkhoa hoc trong kinh doanh
Demaris A (2004), Regression with Social Data, Hoboken NJ: Wiley: Tai licu
nay giai thieu cac dang ma hinh hoi qui duUi dang tIng dung, rat d~ doc
va d~ hieu. Tili licu din thiet cho cac nhi! nghien CUu ling dung hoi qui
trong nganh khoa hOCxii h{>i.
Greene WI I (2003), Econometric Analysis, 5lhed, Upper Saddle River NJ:

Prentice-Hall: Tai licu nay viet rat day du ve hoi qui cho cac nhit kinh teo
Viet cho b~e nang cao vl v~y doi h6i nguoi dQC co so
kien thirc ve rna tr~n,
Pallant J
(2001), SPSS Survival Mmlllal: A Step Ily Step Guide to Data Al1nlysis
Using SPSS for Windows (Versioll 10), Chicago Il: Allen & Unwin: Tai li~u
nay hU'6ng d~n each dung SPSS de XlY 1]1hoi qui va colephuong phap ph an
tich da bien khac, OIn thiet cho cac ban chua quen voi SPSS.
ClwO'I1S 14. M{) hinh h'8i qui voi bien doc I~p dinh tfnh 537
Chuang 14
Mo hinh hoi qui voi bi~n dQc l~p dinh tinh:

AN OVA, ANCOVA va hoi qui
ChU'OT1gnay gi6i thi~u cac nQi dung:
1. l3iiil1l1jllh tinh
2. Mil hinh ANOVA vii hOiqui dun SRL vcli bierl dgc iqp dinh tinh
3. MlJ hlnl: ANCOVA h'Oiqui bgi MLR vai bien dpc lqp djllh tinh
4. Hi~u t'rrlg h6luollg giira CIJcbien
S. Phan tich hoi qui vai SPSS

538 IJlwol1g phap nghi€mcuu khoa hoc trong kinh doanh
1. Vlln de nghilln C!l'U
Khi Slr dung rno hlnh hoi qui de' kicrn dinh cac gia thuyet nghien
cuu, chung ta thu<mg g~p cac bicn doc I~p dang djnh tinh nhir gioi
tinh, IO,!ihlnh doanh nghi~p, vung lanh tho, VV. C~Ithe, cac dIu hoi
nghien cou 6 d\lng sau:
Q1. D(>ng co hoc t~p va giai tinh co tac dong vao ket qua hoc
t~p cua sinh vicn khong?
Q2. Tac dong tinh hap diin cia cong vi~e va IO,!i hinh doanh
nghi~p co tac dong vao XLI huong nghi vi~e cua nhan vien
khong?
Q3. Tac d(>ng ella sv hai long thuong hi~u vao long trung thanh
thuong hi~lI c6 thay dClithco gioi tinh cua khacn hang khong?
Chu y lhem la. trong nghien cuu, Cau hoi QJ. va Q2 c6 the d~t 6
dang Q3, nell chung ta muon xem xct vai tro dieu tiet cua bien djnh
tinh (di nhien, dieu nay phu thuoc va Iy thuyct viI m\IC tieu nghien
cuu), Vi du trong Cau Q'I, gioi tinh co lam thay doi tac dong cua
dong co hoc t~p vao kct qua hoc t~p cua sinh vien khong. Hay noi
each khac, giai tinh Iii bien dfllLltiet (moderating variable). Vi v~y, no
thlrang duoc neu 6 dang: Cioi tinh co lam thay doi tac dong ella
dong co hoc t~p vao kct qua hQCt~p cua sinh vien khong?
Cia lhuyct tTiI 10; cho cac cau hoi nghien ciru Iren day co the
phat bieu 6 dang sau:
Hla. DVng co hoc t~p tac dong duong vao ket qua hoc tap cua
sinh vien.
Chucmg 14. M6 hinh hoi qui v6i bien d6c I~p djnh tinh 539
Hlb. Cioi tinh cua sinh vien tac dong vim (lam thay doi) ket qua
hoc t~p eua ho (gioi tlnh la bien doc I~p).
HIe. Ci6i tinh cua sinh vien lam thay doi tac dong cua dong co
hoc t~p vao ket qua hoc t~p cua ho (giOi tinh la bien dieu tiet).
H2a. Tinh hap d~n cua cong vi~ tac dong nghich chi'ell vao xu
huang nghi vi~c cia nhfin vien.
H2b. Xu huang nghi vi~c cua nhan vien thay doi theo loai hlnh
doanh nghi~p (loai hinh doanh nghi~p IIIbien doc I~p).
H2c. Loai hinh doanh nghi~p Jam thay doi tac dong cia tinh
hap d5n cia cong vi~c vao xu huong nghi vi~c cia nhan vien
(Ioci hlnh doanh nghi~p Iii bie'n dieu tiet).
H3. Cioi tinh lam Ihay dol rae dong cua su hai long thuong hi~u
vao long trung lhanh thuong hiett cua khach hang (giai tinh la
bien d ieu tiet),
De kiem djnh rae gia thllyet tren, cluing ta dung rno hinh hoi
qui c6 bien doc I~pdinh tinh,
2. Bien djnh tinh

Nhu (iii giai thieu, khi kie'm dinh Iy thuyet khoa hoc sir dung rno
hinh hoi qui dan SLR va boi MLR, chung ta g~p rat nhieu truong
hop bien doc I~p 111bien dinh tfnh (thang do cap dinh danh va thu
tv). De phfin tich cac bien dinh tinh nay cluing ta can phai chuyen
chtlng sang bien djnh luong. Vi v~y cac bien nay thuong diroc got III
bjen gia (gia djnh hrong) hay bien dummy.
Co nhleu each Ihuc de' chuyen bien dinh tinh thanh dinh hrong,
hai each thuong Sll dung Iii dung each rna dummy (dummy coding)
va ma doi ll'l1g (effect coding). Cia Slr chung ta co bien dinh tinh Iii
540 PhU'(mg philp ngh;en cUu khoa hoc Irong kinh doanh
gi6i tlnh, chong ta c6 the ma dummy va doi lmg (Bang 14.1): rna
dummy dung so 1 va 0 va rna doi img dung 1 va -1 de' chi gic\.tr] cua
bien djnh tinh din chuyen sang bien dinh luong.
Bang 14.1. Vi du ma dummy va doi img: hai nhom
GiOi IInh Ojnh tlnh Dummy Ooi Urlg
Nam 2 o -I
Trong truong hop cluing ta co bien dinh tinh voi ba gia tri (so
do), vd, nganh hoc cua sinh vien, gia Str co ba nganh: tai chanh, quoin
tr], va marketing, chung ttl can dung hai bien de' bieu thi cho bien
djnh tinh (Bang 14.2).
Bang 14.2. Vi du rna dummy va dol frng: ba nhorn

Ma dummy Mii dili (tog
Thu nh~p Ojl1n tlnh D, D, E, £,

TM c/,d,,', 1 1 0 'I 0
Quail tr] 2 0 1 0 t
Marketing 3 0 0 -1 -,
Cu the, vi du ma dummy, cluing ta thuc hien nhir sau: voi ba
nganh hoc (tai chinh, quan tr] va marketing): chung ta dung bien
dummy D, chi sinh vien hoc nganh tai chanh, D1 cho sinh vien hoc
nganh quan tr] va D, cho sinh vien hoc nganh marketing. VI v~y,
neu sinh vien nganh tai chanh, so do cua ho 1a 1 6 bien D, va b3ng 0
a bien D, va D" Tuong tv' nhir v~y, sinh vien nganh quan tri lay gia
Cheong 14. Mo hinh hoi qui voi bien diic I~pdjnh tinh 541
trj 16 bien D1 va 0 a bien D, va OJ; sinh vien nganh marketing lay

gia tr] 1 6 OJ va a 6 D, va DJ (Bang 14.3),
Bang 14.3. Mil vai bie'n thua

Bi"n djnh linh: Ma bie'n dummy Mil bidn d~i(mS
"'sinh hec D, Dl DJ (bu;1ltlllm) E, El EJ (bitit thl""

Titi chanh 0 0 I 0 0
Quar. trj 0 1 0 0 0
Marketing 0 0 -1 -1 -I
Tuy nhien, neu rna nhir v~y (dung ba bien dummy) chung ta se
thira bien OJ vi chi can hai bien 0, va D, la du de' phfin biel ba
ngimh hoc ella sinh vien: sinh vien nganh marketing se c6 so do rren
a
0, va D2 Iii (phfin biet vai sinh vien hai nganh con lai). Luc nay
marketing la nh6m tham chieu (reference category) VI day III nh6m
dung de so sanh voi hai nh6m con lai. Tirong tl! nhir Yay doi voi rna
dOi t'mg. Bie'n OJ va El Iii bien thua nen chung ta 10'.\icac bien nay
khi chuyen bien djnh tinh sang bien gia dinh hrong.
MQt each long quat, neu bien dinh tinh co g nhorn, so bien
dummy ho~c dOi lmg can thiet de dai di~n cho bien dinh tinh nay la
g-1. Diem khac trong rna doi lmg so voi ma dummy III chung ta
dung -1 rhay cho 0 rrong nhorn tham ehieu. Nhu' v~y bien tham chieu
khi rna dummy e6 gia trj 1110 va nh6m tharn Cl11eUco gia tr] la -, eho
tat cit g-1 nh6m.
542 Phuong pMp nghien oru khoa hoc trong ki nh doanh
3. SLR va ANOVA
3.1. SLR va ANOVA mOl chieu
Tr6 lai mo hlnh hoi qui dan SLR, giCrithi~u trong Cheong 13, va rnf
hinh ANOVA mot chi'eu, gi6i thi~u 6 Chuang 12,nlur sau:
SLR: X (djnh hrong) -7 Y (dinh hrong)
ANOVA: X (dinh tinh) -7 Y (dinh luong)
Nhu v~y, ANOVA mot chfeu Iii tnrong hop d~e bi~t ella hoi qui
SLR voi bien doc I~p III djnh tinh. Bay gia, chung ta rna bien djnh
tinh (giA suoc6 3 nh6m) dang dummy, chung ta c6 hai bien dummy
D, va D2• Mo hinh SLR bay gic] co dang:
Y, = !(X/) Y, = !(DIj)+&;
1-&; -
= {J" + p,OI/ + /3,D2I + s,
M6 hlnh SLR bay gic] bien thanh mo hlnh MLR v6i hai bien doc
I~p D, va 0" trong d6 0, va D2 lay hai gia tri 0 va 1. ChLI Y them 111
khi D, - 1thi D2 .. 0 va ngLfC/cI'llikhi D2 = 1thi 0, = O. Ul'y ky v<;mg
(trung blnh dieu ki~n V,) cua hai ve phuong trinh tren, chung ta co:
£(Y,) = /3" + /3,D" + /3,D"
Sau khi uoe Ilrl}ng cac rrong sO hoi qui, chung ta c6:
y, = Po + p,D" + P,D2'
Clurong 14. Mo hinh hoi qui va; bien doc I~pdjnh tin" 543
Khl 0, .. 01 a 0: chung ta co Y, = jJo va trong tntOng hop nay,

jJ.chinh 111trung blnh cua nhorn tham chieu D} (co gia tri 0 cho ea
0, va 01), Khi 0, =] thi 01 = 0: luc nay chUng ta co Y, = A, + jJ, va
day chinh la trung blnh cua nh6m 0, va tnmg binh nay khac vai
trung blnh nhorn O} mot hrong 111jJ,. Cuoi rung, khi 0, =1 thl 0, =
0: luc nay chung ta co ~ = fJ. + jJl va day chinh Iii trung binh eua
nhorn 0, va trung blnh nay khac voi trung binh nhorn D) mot luong
la jJl'
NhU' v~y, nhom OJ Iii nhom tham chil~'u vi trung binh cua no
dung de'so sanh voi trung blnh cac nh6m con lai va cac trung blnh
nay I~ch voi trung binh nhorn tham chieu mot IUQ11gchinh b3ng
trong 55 hoi qui jJ cua chung.
3.2. Vi du so sanh SLR va ANDV A mot chieu

Tro I(li vi du trong Bang 14.4 (day Iii Vi du 3.2.2, Bang 12.11<1,trinh
bay trong Chuong (2), nhung bay gic] chung ta rna bien x (xu' 1)1 111ba
dang POp" PO~ va POP,) thanh hai bien dummy D, va 0,. Nha
I<)i,nell dung ANOVA, chung ta c6 ket qua trinh bay trong Bang 14.5
va 14.6 (chung chinh Iii Bang 12.13 va 12.17 trong Chirong 12).
Bay gio, chung ta slr dvng phan rich MLR tren SPSS voi hai bien
doc I~p, 0, va VI' va bien phu thuoc Iii doanh thu 1'; chung ta co ket
qua 0 dang MLR (Bang 14.7,14.8 va 14.9): uoc luong cac tn;mg SOhoi
qui va h~ so phLI hop cua rna hinh (h~ 55 xac dinh R'va R:.J. ).
Bang 14.7 cho chung ta h~ so xac djnh Rl va h~ so xac dinh dieu

chlnh R~~dung de xac djnh rmrc do phu hop cua rna hinh. Bang 14.8
tom liit kct qua ANOVA do SPSS xtr IY. Chu y chung ta thay bang
ANOVA trong phan tich hoi qUI cling chinh la bang ANOVA trong
544 PhLfong phap nghien clru khoa hoc trong kinh doanh
phon tlch ANOV A (Btimg 14.2) vi tlurc chat, chung lit mot. Bang 14.9
la cac trong so hoi qui do OLS uoc hrong.
Bang 14.4. Orr li~u phfin tich ANOVA va M1.R
Doanh thu de eli. hang (me" dong)
Y. (doanh Ihu) X (xit Iy) Do Dl
122.5 I I 0
120.0 1 1 0
120.0 1 0
121.5 1 0
121.2 I 0
121.0 1 0
120.4 1 1 0
124.9 2 0 1
123.0 2 0 1
122.1 2 0 1
123.0 2 0 1
123.6 2 0 1
122.1 2 0 1
123.5 2 0 1
'122.7 :I 0 0
'122.3 3 0 0
'123.2 3 0 0
123.4 3 0 0
123.9 3 0 0
123.6 3 0 0
Bang 14.5. Bang ANOV A thir nghiem ng~u nhien hoan toan
Lo~ibi"n BiC'n Trung blnh bien
df F p
Ihien Ihien thien
Giiia nh6m 22.710 2 11.355 15.745 .000

Trong nh6m 12.260 17 .721
Tong 34.970 19
Chuong 14. Mo hinh hoi qui v6i bien doc l~p dinh tinn 545
Bang 14.6. Kiem dinh h~u ANOVA: Bonferroni

Khac hiel c.... Sa; I('ch p Khoang lin C4Y
trung binh (i-]) chum a mire 95%
POp, POp, -2.2286 .454 .000 (-3.4337,-1.0234)
POp, POp, -2.2405 .472 .001 (-3.4949,-().986·1)
POp, POp, -.0119 .472 1.000 (-1.2663,1.2425)
Bang 14.7. T6m t~t mo hlnh

R R' 5E
.806 .649 .608 .84921
Bang 14.8. A OVA trong MLR

S5 dt MS f Sig
HOI qui 22.710 2 11.355 15.745 .000
Phil" dv 12.260 17 .721
Tong 34.970 19
Bang 14.9, Trong 56 hoi qui do OLS ll'Ue hrong

B SE Beta t Sig
HAng so 123.183 ,347 355.313 .000
01 ·2.240 .472 -.808 -'1.742 .000
02 '-,012 .472 .()04 -,025 .980
Bang 14_10.Thong ke mo tii trong phfin tich ANOVA

Kich thvoc mSu n Trung blnh M Do l~ch chua'n SO
POp, 7 120,943 ,90')6
POP1 7 123:17J ,9690
POPJ 6 123,t83 .5913
Tllng 20 122.395 1.3567

546 Pbuong phap nghHlncuu khoa hoc trong kinh doanh
So sanh cac gin tr] lhong ke rno ta trong phan tich ANOV A
(Bang 14.6; Bang 12.11b trong Chuong 12), chUng ta M~n thay h3ng
so B. chlnh Iii trung birth cua Nhom POp, (123.183). Trung binh cua
Nhom POp, (D,) chinh la gia tri Bo nay eong v6i trong 56 B, cua
bien D, la 20.943 [123.183 + (-2.240») va trung binh ella Nhom POp,
(D,) ehinh la gin trj 80 eong vai trong so B, cua bien D1 Iii 123.171
(123.183 + (-0.012)J.
Kiem tra lai gin tr] p chung ta thay trong so hoi qui B, (ciia D,)
khong co oj nghia thong ke. Dieu nay eo nghia la khong co s~r khac
bi~t gifra trung blnh doanh thu do POp, va POp,. Ket qua nay cung
tuong t~rnhu trong kiem djnh h~u ANOVA trong phan tich ANOV A
(Bang 14.6).
De ket IlI~n, chltng ta lhay phan tich ANOV A va MLR cho cung
ket qua. Hay noi each khac, phdn tich ANOV A la mrong hop d~c
bi~t ella phon rich h'Oiqui voi bien di,k lap la bien djnh tinh. Chl111gta
c6 the' dung each phan tlch nao cung duoc khi chung ta can kie'm
dinh SI,l' khac bj~t gill'a cac trung binh dam d6ng.
3.3. SLR va ANOV A hai chieu

Tuong 1~1'nhir Lrong ANOVA mot chieu, d6i v6:i ANOVA hai chiCu,
chung ta sc chuyen hal bien dinh tinh (yeu to') trong rno hinh
ANOVA hal hay nhieu ehieu thanh cac bien dummy (hay dol ung).
Vi du, chung ta co hai bien djnh tinh Iii nganh hoc (co nam nhom
nganh, du lich, kinh te, marketing, quan tri, va tai chanh) va bac hoc
(co hai b~c, tao hoc va dai hoc). Bang 14.11 rna dummy cho hai bien
djnh tinh nell Iren.
Clurong 14. M6 hlnh h'6i qui v6'i bien c:t(kJ~p dinh ti'nh 547
Bang 14.11.Mii dummy cho nganh hoc va b~c hoc

Nganh Djnh 0 K M Q B~e Djnh CH
hoc tinh tinh
Dulieh D 0 0 0 Cnohpc CH 1
Killh It" K 0 1 0 0 err nhtin CN 0
MarkcIlIIg M 0 0 0
Quail I"; Q 0 0 0
Ttli ellalll, T 0 0 0 0
Mo hlnh MLR cho truong hop co hai bien dinh tlnh vci ma
dummy neu tren nhu sau:
•
Nhu' v~y, cling ruong 1~1'nhir mo hlnh ANOV A mot chieu, mo

hlnh ANOVA hai chi'eu cling tuong duong voi mo hinh hoi qui bOi
M LR va ch{mg to c6 the dung mo hlnh MLR de' phan tich (dung OLS
de' uoc luong CDCrrong so hoi qui fJ va y).
4. MlR vii ANCOV A

4.1. M6 hlnh ANCOVA
Teo l\li mo hlnh ANOV A, nell bay gi6i chung ta c6 mot bien dQc l~p
djnh luong (covariate), mo hinh nay diroc goi ia mo hlnh ANCOVA
(ANalysis of COVAriance; Hlnh 14.1), Nell chuyen mo hlnh nay sang
mo hlnh hoi qui, chung ta se co rna hinh hoi qui boi MLR voi hai bien
phI,! thuQc, mot bien djnh hr<:mgva mot bien dinh tinh. Tuong tv nhir
MLR cho ANOVA, chung ta se chuyen bien dinh tinh thanh mot (nell
bien dinh tinh e6 hai nh6m) hay n1ueu (neu bien dinh tinh co tit ba
nh6m IrQ len) thanh cac bien dummy ho~c bien di.)j lITIgdephan rich.
548 I'huong phap "ghillll Ctl'll khoa hoc trong kinh doanh
Va, cong vi~c phan rich tren MLR ciing nrong h,r nhir truong hop
MLR cho ANOVA.
Hinh 14.1. Mil hinh ANCOVA
XI Y
Dinh luong Dinhluong
X2
Djnh tinh
Lay vi d1,1,Nguyen & ctg (2008) nghien ciru ve vai tro cua Hnh
vi chung va rrinh do hoc van doi voi xu huong tieu dung hilllg noi
cua ngu'oi Vi~t va xay dung mo hinh nhir sau:
1. Bien phu thl1QcY: Xu hU'&ng lieu dung hang nQi

2. Bien doc I~p djnh ILI'Q'ngX: Tinh vi chung
3. Bien doc I~p djnh tinh 0: Trinh di;>hoc van (duoi dai hoc,
dil i hoc va tren dai hoc)
Day gio chung ta ehuyen bien trinh do hoc van

thanh bien djnh
IUQI1g: dummy va doi lmg: chung ta se co hai bien djnh IU'QI1g, ky
hi~u Iii DI va D1 khi ma dummy va E, va £, khi rna doi lmg (Bang
14.12).
Chllong 14. Me)hinh hoi qui vOi bien dQc I~p (linh tinh 549
Bang 14.12. Ma dummy va doi irng: trinh d{l hoc va'n

M5 dummy Ma dll; ....ng
Thu nn~p Dinn tlnh D, /)2 s, E2
Ollai d(1fIIpe A 0 1 0
Dei Ilpc B 0 1 0 1
Trsn d~ihpc C 0 0 -1 ·1
Luc nay, me hinh MLR co dang sau:
Phan tlch chi tiet cac mo hlnh MLR !Ten (Hlnh 14.2), chung
ta co:
Me hlnh tong quat:
Mo hinh cho nhom A (du'6i di1i hoc): D, = 1, D2 = 0:

£(Y,) = /3.{) + fJ," X, + r,o
Me hinh cho nhom B (dai hoc): D, = 0, D1 = 1:
£(1';) = fJ.~~.fJ,fJ XI + r~
550 Phirong phap nghien ceu khoa hoc trong kinh doanh
Mo hlnh cho nh6m C (tren dai hoc): D, =0, Dz = 1 va day Iii

nh6m tham chieu:
Hinh 14.2. DU'<mgh()i qui v(ri ma dummy va doi l.ing
{£(Y,) = P: + p~x, + r:'

E(Y,) = P:
+ p,E x, + r{
£(Y,) = P: + p,D x, + r~
£(Y,) = pi + p,' x, + r;
E(Y,) = P. + P,<x,
i: Po
n'
Tuong tv nhu v~y cho trU'<mghop rna doi lmg:
Tong quat: E(r;):; p: + p,E X; + r,E E,; + ris;

Nh6m A: E(~) = fl: + fl,~X, + r,£
Nh6m B: £(Y;) = fl: + fl,EX; + r;

Nh6m C: £(1';) = fl:· + fl,£Xi - r,£ - r;
Nh6m tham chieu: E(Y,):; t(A + 8 + C) = flo + fl,£XI
Chuong 14. M6 hlnh h'Oiqui voi bien dQcI~pdinh tinh 55]
Nhu v~y, chung ta nh~n thay dO doc cua duong hoi qui van
nhu nhau, do III p,D = Pt (Hinh 14.2).
4.2. Vi du ANCOVA va MLR ven bien doc I~p dinh tinh

Nguyen (2009) nghien cuu mot so thuoc tinh dia phuong, vi du h6
IrQ chinh quyen, iru diii dau tu, loal hlnh doanh nghiep, nganh nghe
kinh doanh, vv. tac dong vao SI! hai long cua doanh nghiep dua vao
drt li~u thu til 396 doanh nghi~p kinh doanh tai tinh Ti'en Giang.
Gift 5ti' bay gic, gi<iSlt chung ta chi xem xet hai yeu to, do Iii h6
tro chinh quyen (X: bien doc I~p dinh luong) va loai hlnh doanh
nghi~p D: bien doc I~p djnh tinh, ma dummy, gom hai nhom: (1)
doanh nghiep lu' nhan, va (0) cac loai hinh sa
hfru khac (nha nuoc, cO
phan, vv.) va SI,I' hili long doanh nghi~p (Y: bien phu thuoc dinh
luong).Mo hlnh MLR vci bien doc I~pdinh tinh bieu di~n nhir sau:
E(Y,) = P,,'b p,X, + yD,
Ket qua SPSS cho nhu' sau cho thily rno hinh phu hop
(R,~",=0,319i Bang 14,13; Sig F =0.000, Bang 14.14). Ket qua CLingcho
tha'y trong so hoi qui p, va r dell c6 y nghia thong ke (Bang
14.14): p, = 0.497 (p < 0.001) vii r = -0.2386 (p < 0.01). Chu y ket qua
trong SPSS ky hi~u 111B (beta in hoa).
ve bien dinh tinh D (loai hinh doanh nghiep), ket qua nay cho
Ihay, doanh nghi~p lu nhiin co
rmrc do hai long Ihap hem 50 voi cac
loai hinh doanh nghi~p khac, Cu the nhir sau:
£(Y,) = P. + p,X, + rD,

= 17.248+ 0.497 XI - 2.386DI
552 Phuong phap nghien dru khoa hoc Irong kinh doanh
[)oi voi doanh nghi~p nr nhfin (TN: D = 1), chung ta co.
£(1';) = 17.248 +0.497 X,-2.386
[)oi voi caeloai hinh doanh nghiep khac (1<: D = 0), chung ta c6:
£( 1';) = 17.248 + 0.497 X,
NhU' v~y, dU'Cmghoi qui ella doanh nghiep ttr nhan (TN) thap
hon (so v6i goc 0) so voi duong hoi qui cua cac loai hinh doanh
Iii 2.386 don vi (Hlnh 14.3).
nghi~p khac (K) mot dOi,\11
Hlnh 14.3. Duong M lR cua doanh nghiep TN va K
K : 1::(0) = 17.248 + .497 X,
TN: E(Y,) = 17.248+.497 X, - 2.386
flo = 17.248
Bang 14.13. Tom 131rno hinh

R so
.568 .323 .319 7.12286
Chuang '1.4.Mil hlnh hoi qui voi bien dQc I~p dinh tinh 553
Bang 14.14. Bang ANOVA
55 dE M5 F Sig
Hoi qui 9504.784 2 40752.392 93.671 .000
Phan du' 19938.930 393 50.735
Tong 29443.714 395
Bang 14.15. Trong 56 hBi qui

B SD f3 Sig
H3ngso '17.248 1.884 9.157 .000

Xl .497 .03p .571 13.641 .000
D] -2.386 .807 -.124 -2.958 .003
4.3. Phfin tich MLR co bien dOc I~p dinh tinh vm SPSS
Tuong tv nhu trong truong bien doc I~pdinh Iuong, neu co bien doc
l~p dinh tinh, chung ta chi din chuyen chung thanh bien doc I~pdinh
luong (dummy ho~c doi irng}. Sau do dua vao SPSS nhu' Iii mot bien
doc I~pdjnh hrong:
Analyze -+ Regression -+ Linear: aU'1l bien pttu tilll(Jc vao fJ

Dependent vii dim cae bieh d(Jc /qp tdinh ltwng va dummy hay
nOlll'ng) velD 0 Independentis) -+ Method: phuong phap mife
nhien It\ ENTER, n€il ch911phvong phap khdc, ud, STEPWISE
-} nhtin c/Wl,lt vao STEPWISE -} OK: chl.lng In fli1ql'l ke~qwi
hoi qui biillg phuong' pluip ENTER ho(ic STEPWISE. Nett
111116n xem xet cae chi I.ieu thong ke kiuu; vllo nhimg chi lieti do,
VV.
554 Phuong phap nghien cU'u khoa hoc trong kinh doanh
5. Hi~lI img htl tuong trong MLR co bie'n dQc l~p dinh tinh
Trong mo hinh MLf{ c6 bien dQc l~p dinh tinh chung ta se c6 hai
Infemg hop thvong xay ra (1) hi~u ung h6 nrong (interaction effect)
gil'ra cac bien djnh tinh vai nhau, va (2) hi~u img h6 tuang gifra mQt
bien dinh tinh va bien djnh luong. Chung ta xem xet hai tnrong hop
nay.
5.1. Hi~u lrng hll luang giii'a hai bien dinh tinh
5.1.1, Mo hinh hi~u ilng hlllU'ang va xii 11'
Trang mo hinh MLR c6 nhfeu bien dQc I~p dinh tinh va cac bien dQc
I~p dinh tlnh nay c6 the' c6 quan h~ h6 mang voi nhau de cung tham
gia giai thich cho bien ..hien bien phu thuoc. Chung ta xem xet tnrimg
hop c6 hai bien. Trong truong hop co nhieu bien d(>c I~p dinh tinh,
quan h~h6 nrong giG'achung v~n mong tir (quan h~ h6 nrong giu'a
cac c~p bien voi nhau).
Cia Sll' mo hinh hoi qui MLR c6 hai bien dQc lap dinh tinh (1)
nganh hOC,(2) h~ hoc, va bien phu thuQc dinh luong Y Iii ket qua hoc
t~p etta sinh vien. Cac bien dQc I~p djnh tinh tren duoc ky hi~LInhu
sau:
(1) Nganh hoc:

D: Du ljch
K: Kinh te
M: Marketing
Q: QUlin trj
T: Tai chanh (nhom tham chieu)
(2)H~hoc
CH: Cao hoc
Clurong 14. Me hlnh hoi qui v6i bien doc I~p djnh tinh 555
CN: Cif nhfin (nh6m tham chieu)

M6 hinh c6 hi~lI Lrng he; tuong giLfa cac bien dinh tinh duoc
biell di~n nhir sau (de don glan chung ta b6 ky hi~u i cho quan sat: Y
thay cho Y,):
E(y) = /)0
+ r.D + rlK + 1l"( + y.Q
+§,CH
+ 'l,CH· D ""1,CII * K +'lICH· M + 'l,CH·Q
Trong mo hlnh nay, cht'ong ta co bien dinh tinh nganh hoc bao
gom nam nh6m dU'(;1C rna thanh bon bien dummy (hoi!.cdoi ting) va
bien djnh tinh b~c hoc co hai nh6m nen duoc rna thanh mot bien
dummy. Nhu v~y hi~tI Ll'I1ghi} nrong co the' xay ra giu'a b~c hoc (CH)
voi tat e;\ bon bien dummy ella nganh hoc:
17,Cff*IJ+lhCII*K+17>CIf*M+'1.,CH*Q. Dietl nay co nghia 1a cole
bien tlch nay (vd, CH*K) c6 kha nang tae dong vao ket qua hoc t~p
ella sinh vien.
Di nhidn chung ta can chu y (] day III vi du trong phfin tich tac
dong hi} tuong cua cac bien doc I~p dinh tinh. Con trong thiet ke
nghien cuu se co hai truong hop xay ra: nell kiem dinh Iy thuyet thl
gill thuyet vetoc dong nay din phai duoc suy di~n tir Iy thuyet; neu
kharn pha, chung ta s6 kharn pha rae dong nay ttr dli li~u.
Khi da xiiy d1,l'llgmo hinh MLR (:,dang co tac dong hi} tuong
gilia cac bien djnh tinh thi cong viec phan tich roo hinh nay tuong tv
nho mo hinh MLR trong do bien phu thuoc dinh hrong la Y va cac
bien doc I~p bao gom tat ca cac bien thanh phan trong mo hlnh: D, K,
M, Q, CH, CHoD, CH"K, CHOM, va CH·Q.
5.1.2. Dien giai hi~u (mg ho luang

De dien giai ma hlnh MLR c6 tac d{lng h6 luang, chung ta can xem
xet bien nao Iii bii!n t~p trung (focus variable) va bien nao dung lam
bii!n di'eu liet (moderator; Demaris 2004), Khi eta chon bien t~p trung
thl IllC nay hi~u lmg cua bien t~p trung se thay doi theo cac cap d{l
cua bien clieu tiel. Trong vi du tren, neu chung ta lily b~c hoc la bien
t~p trung thi hi~u lmg cua n6 se thay doi (dleu tiet) theo timg nganh
hoc (bien dleU tiel) va neu nganh hoc Iii bien t~p trung thi hieu lmg
cua no se thay doi theo tung b~c hoc (bien dreu tiet).
Tr6 I~ O1ahlnh MLR co hi~u lmg h6 luang, bay gicr gia sir bien
di'eu tiet Iii NcANH HOC (bien t~p trung la B~C HOC: xem xet b~c
hoc diroc dreu tiet boi nganh hoc). Hay noi each khac, chung ta xem
xet hi~u lmg cua b~c hoc c6 thay d6i theo nganh hoc khong? Chung
ta c6 ma hlnh MLR:
£(Y) = /].
+y,D+Y2K+y,M+r.Q
-scn
+ 'I,CII· D+lhCFl * K + 'IJCH '"M +rl.CH *Q
Viet I<)ima hinh rren a dang bien t~p tnmg (b~ichoc) duoc dieu
tiel bci nganh hoc, chung ta c6:
£(Y) = Po + riD + Y,K + r3M + r.Q

+CI/(o, + 'I,D + 'hK +TJ;M +TJ.Q)
Hi~u ung cua b~c hoc (dieu tiet boi nganh hoc): hi~u ung cua
b~c hoc (CH) theo nganh CI,l the· nhir sau (dung kY hi~u E(Y I.,....) de
chi hi~u lrng bi dieu tiet bei nganh):
Chuong 14.Me, hlnh hoi qui v6i bien doc I~p djnh tinh 557
£(Y I."".,) = flo + y,O+ rlK + r,M + r,Q

+ CH(o, +TJ,D +TJ,K +1],/111+TJ.Q)
Voi mo hinh tren, chung ta d~ dang nh~n thay duoc hi~u ung
cua b~c hoc dieu tiet boi nganh hoc lao
Chu y la long nay dong vai tro nhir mot trong sO h'Oiqui cua
bien CH. Neu khong b] dreu tiet (khong co hi~u lmg he. mung) thl tac
d{>ng cua b3c h9C vao ket qua hoc t~p Y lil 6,; neu co dreu tiet thl
trong so hoi qui cua b~c hoc thay doi theo ngimh chu' khong con III 0,
rnra). UlY vi du, sinh vien hoc tai chanh thi tat ca cac nhom (D, K, M,
Q) deu bang 0 (nho lai nh6m tai chanh lil nhorn tham chieu). Bay gib-
hi~u ung cua b~c cao hoc CH (;1) dreu tiet boi nganh tai chanh T Iii
0, +'7,(0)+/71(0)+17)(0)+'7,(0)=8,. Tuong tv nlur vay, hieu irng cua
b~c CH dreu tiel boi ng1mh du lich D lil o~+17" vv.
Tro lai nganh tai chanh, hi~u lmg cua b~c hoc Iii 0,. Chu y 6, Iii
hi~u (rng chlnh cua b~c hoc vi trong truong hop nay du co hay khong
co hj~u (rng h6 nrong gilfa nganh va b~c thi hieu (rng rno hinh MLR
cua nh6m nay van nhu nhau:
£(Y I,) = flo + o,CH
Nhu v~y, kel qua hoc t~p cua sinh vien b~c cao hoc nganh tili
chanh la fl. + 0,. Bay gib tro lai voi nglmh khac, lay vi du nganh du
lich (D 81), neu khong co hi~u (rng he. nrong thl rno hinh MLR ella no
lao
558 PhU(YI'lgphap nghien UIU khoa hoc trong kinh doanh
E'eY 10)= flo + Y,+ o,CH
Neu c6 hi~u L'mgh6 nrong thi mo hinh MLR cia nola:
E(Y ID) = flo + 1, + CH(o, + 'I,)
Khi c6 hieu lrng h6 nrong, su khac bi~t hi~u (mg, dieu tiet boi
nganh du lich va tai chanh, E(Y 10)- £ey Ir) se la:
E(Y 10)- EeY IT)= 1, +IJ,CN
NeLl ", =0 (v~ng m~t hi~u u-ng h6 nrong) thi 51,1' khac bi~t v~
hieu trng lit £(Y 11)- E'(Y I.,)= r,· 51,1'khac bi~t nay khong phu thuQc
vao b~c hoc (cll' nhan hay cao hoc). Voi each tlurc tren, ch{mg ta dii
di~n giili hi¢u ung h6 luang thong qua bien I~p trung Iii bac hoc.
Dieu nay co nghia la chung ta xem xet co S1,I' khac biet ve nganh hoc
(diel.l tiel bol nganh hoc) khi co va khong co xuat hi~n ella hieu L'mg
h6 11.(O'ng.
Tr6 lai mo hinh MLR co hi~u lmg h6 Wong, bay gia gJ<i sLr
chung ta t~p trung vito NGANH HOC (xem xet hieu Ung ella nganh
hoc) di'eu tiet boi I3~C HOC. Mo hinh MLR trong tnrong h91' nay
nhir sau:
£(Y) = flo
+ r,D+ r,K + 1JM+ r.Q
+1i,CH
+ 'l,CH • D + ",CN • K + '1,CN.. Af + '1,CH .. Q
Chuong 14. Mo hinh hoi qui vai bien doc 13pdjnh l'nh 559
Tuong t~r nhir trong rruong hop bien t~p trung la b~c
hoc,
chung ta viet I\li m6 hlnh Iren voi bien t~p trung Iii nganh hoc, dieu
liet boi b~c hoc. M6 hinh nay co dang :
£(Y) = P. +oICH
+ (YI + 'lICH}D
+(y, +'l,CH)K
+ (y, + 'l,CH)M
+(y, +'l.CH)Q
Me hinh dang nay giup chung ra d~ dang nhan dang duoc hi~u
irng cua nganh hoc di'eu tiet boi b~c hoc. Nell co hieu img h6 luang
('11 '" 0), thl trong s6 hoi qui ella nganh se thay doi, vd, y,'" 'l.Cl-!
thay vl y. doi voi nganh du lich D, vv. Nhu v~y, chung ra co hai each
thirc de di~n giai hi~u lmg h6 tuong cua bien dinh tinh trong mo
hinh, DV'il vao muc tieu nghien cuu C~I the, chung ta se chon bien nao
111bien t~p trung va bien nao 111bien dieu tiet.
5.2. Hi~u ung hI) tuong giu'a bi~n djnh tinh va dinh !UQ'l1g
Trong mo hinh ANCOV A hay MLR co bien dQc I~p dinh tinh va dinh
luqng, chung ta Sf co tnrong hop xuat hi~n hieu tmg h6 ruong gii'ra
hai bien nay voi nhau,
Tr6 l<;Iivi du nghien cUu ella Nguyen & ctg (2008) ve vai tro cua
tlnh vi chung va trinh do hoc van doi voi xu huong tieu dung hilng
noi ella nguoi Vi~t:
1. Bien phu thuoe Y: Xu hu&ng lieu dung hang noi

2. Bien doc I~p djnh luqng X: Tinh vi chung
560 Phll'O'ngphap nghien cw khoa hoc trong kinh doanh
3, Bien doc I~p dinh rinh D: Trinh dO hoc van (bao gom ba
nh6rn, A: duoi dai hoc, B: dai hQCva C: tren dai hQC),duoc
rna thanh hai bien dummy: 0, (A) va O2 (6) va nhorn C lit
nhorn tham chieu.
Chuyen bien trinh do hoc van thanh bien dinh IllQ11gdummy

hay doi ling: ,chung ta se c6 hai bien bien dinh luong, ky hi~u lit 0,
va 01, chung ta c6 rna hlnh MLR khi khong co hieu ling ho tuong
gil'ra bien dinh tinh D va dinh 1U'Q'ngX nhir sau:
6§y gio, gia sU' co hieu tuong giih D va X, rna hinh MLR se c6
dang sau:
Trong rruong hop nay, chung ta V~1l phan tich mo hinh c6 hj~u
l'rng h6 tuong giLra D va X, tuong tv nhu mo hinh MLR khong c6
meu l'mg h6 tuong, va bay gio chi them hai bien h6 tuong a dang
ttch (0, * x va D!" X ),
De di~n giai hieu ling ho nrong gifra bien dinh tinh va djnh
IUQ'ng,cling nrong tV'nhir trong truong hop giua hai bien djnh tinh,
chUng ta chon bien t~p rrung va bien di'eu tiet (Demaris 2004),
Cia Slr x la bien t~p trung, nghia la chung ta muon xem xet meu
ling cita X (tac dong cua X vao Y) phu thuoc vao D (bien dieu tiet),
chung ta c6:
Chuong 14. M6 hlnh h'Oiqui vo, bien diic I~pdjnh tinh 56'1
E(Y) = /30 + p,X + r,D, + hD2 + c5,D,X + c52D1X

= Po + r.D, + I,DJ + (P, + 5,0, + c5,D,) X
Viet l('Iiphirong trlnh MLR tTen cho timg nhorn (A, B, va C),
chung ta c6:
• Nh6m A ( D, u 1, D, ; 0):
£(Y.) = /3. + r, +(/3, +c5,)X
• NhomB(D,~l, D,50):
• Nh6m C (tham chicll):
£(Yc) = Po + p,X
Chung ta nh6n thay, di) doc cua dll'Ong hoi qui eho cac nhom
khac nhau, Chu y Iii khi khang co hiell t.'mgh6 tuong gifra X va 0 thl
cac rrong so c5 sc b~ng 0, V6i bien t~p trung la x thl hiell Cmgella no
doi v6i nh6m A Iii p, + 0;, nhorn B lit /1, + ti, va nhorn tharn d1ieu (C)
Iii fJ.. Nha lai trong ma hlnh ANCOVA, khi khong eo hi~u Ung h6
nrong (Ii = 0) thl tac dong cia X vao Y khong thay doi (deu Iii /1" do
doe cua dll'Ong hoi qui: ba duong hoi qui cia ba nhom song song
nhau; xem lai Hlnh 14.2).
Khi c6 hieu Ung h6 luong thi tac dong ella X vao Y trong cac
nh6m se khac nhau, Luc nay, ba dm)ng hoi qui ella ba nh6m khong
562 Phuong philp nghien oru khoa hoc trong kinh doanh
con song song voi nhau nli'a (Hmh 14.4). Dieu nay co nghia h.i~u Lrng
h5 nrong gii."faX va 0 lam thay doi tac dong ella X vao Y. Bien djnh
tinh 0 duoc gQi la bien dieu tiet vi n6 lam thay doi (dieu tiet) tac
dong ella X vao Y. Chi tiet hon ve bien dieu tiet dLrC1C
trinh bay trong
chuong tW'ptheo.
Hlnh 14.4. D\tcmg hoi qui cua ba nhom A, B va C
E(Y)
x
Nsulln: 0"'0 thea Demaris (2004)
Bay gib, gis str bien t~p trung Iii 0 (bien dinh tinh) va X 1a bien
di'eu tiet. Trong truong hop nay, cnung ta muon xem khac bi~t gili'a
cac nhom co phu thuQe vao X khong, co nghia 1a chung ta muon xem
xet hi~u ling ella 0 (tac dong cua 0 vao Y) phu thuoc vao X (bien
dieu tiet):
E( y) = Po + p,X + r,D, + y1D, + o,D,X + o)D,X

= Po + p,x + (y, + o,X)D, + (y, + o,X)D,
Chuang 14. Mu hlnh hoi qui va; hi"'n di,ic I~p djnh tfnh 563
• Nh6m A (D,-I, D, : 0): E(YA): fio + fi,X + y, + qX
• NhomB(D,"l, D, ,,0): R(Ys)"fi.+fi,X+y,+02X
• Nh6m C (tham chieu; Do : 0, D, = 0): E(Y(") = P. + p,X
Khac bi~t giCracac nhom nlur salt (Hinh 14.4):
• E(YA)-E(Yr)=y,+o,X
• E(Ys)-E(Yc)=Y2+01X
• E(Ys)-E(Y.)=(y,-y,)+(O,-q)X
Nhu v~y, chung ta cung nh~n fa r5ng, khi c6 hi~lI t'mg h6 tuong
giii'a D V.l X, sir khac bi~t giii'a cac nhorn bay gib khong con Iii h~ng
so nll'a (nhir khi kheng co hiQu ung h6 urong) rna chung thay doi khi
X thay d6i (Hlnh 14.4). Hay noi cac khac, bien X tharn gia lam thay
doi S\,' khac bi~t trung blnh cac nh6m trong 1'116hlnh ANOV A va X
duoc gol va bien dong hanh (covariate). VL v~y, khi 1116hlnh
ANOV A co bien dong hanh nay thl n6 duoc go] Iii rno hinh
ANCOVA.
564 l'huO'ng phap nghien ciru khoa hoc trong kinh doanh
TOM TAT CHUaNG 14
Chuong nay giai thi~u mo hlnh hoi qui dan SLR vii bl,liMLR co
bien dl,lc I~p Iii bien dinh rinh. De' phan tich rae bien dinh tinh nay
chung ta can phai chuyen chung sang bien djnh lU(,JI1gi:J dang bien
dummy (1, 0) ho~c bien doi ting (1, -1). Khi chuyen mot bien djnh
tinh co g nhorn, so bien dummy ho~c doi ling se Iii g-l.
Trong mo hinh hoi qui dan SLR neu bien doc l~p la bien dinh
tinh thl SLR sc tuang duong voi mo hinh ANOVA ml,lt chieu:
ANOVA mot chi'eu 111truong hop d~c biet ella hoi qui SLR voi bien
dQc I~p la dinh tinh. Mo hinh SLR trong tnrong hQP nay co dang
MLR: £(Y.) = fJo + fJ,DII + fJ2D111 trong d6, D, va D2 113 hai bien
dummy duoc chuyen tV mot bien djnh tinh co ba nhorn.
Mo hlnh MLR co hi'li bien doc I~p djnh tinh lit 1116hinh nrong
duong v6i mo hlnh ANOYA hai chi'eu, Tuong tv vai 1116hinh c6 ml,lt
bW'ndoc I~p djnh tlnh, doi voi mo hinh MLR eo
hai hay nhieu bien
doc I~p dlnh tinh (ANOVA hai chieu) hay nhieu (AN OVA hai hay
nhieu chicu), chung ta chi can chuycn cac bien dinh tinh thanh bien
djnh hrong d~ng dummy hay doi l1'llg, M6 hlnh luc bay gio Iii m6
hlnh MLR va dung 01.5 dc' lI'(Jc ilfang cac trong so hoi qui.
Trong rruong hop MLR c6 bien doc l~p djnh tinh va djnh
hrong, mo hinh nay tuong duong voi 1116hmh ANCOVA, Tuong t~r
nhu trong cac m6 hinh' tren, chung ta chi can chuyen bien doc I~p
djnh tinh thanh bien dummy hay doi ting de phan rich (OLS se lfOC
tuong cac tr~)I1gso hoi qui va cac tham so khac trong mo hinh).
Cuoi cung, chuang nay gioi thi~u hieu (mg h6 tuong giiia hai
bien dinh tinh Irong MLR co hai hay nhi'eu bien doc I~p djnh tinh va
giiia bien djnh tinh va djnh luong trong MLR c6 bien dl,lc I~p djnh
tinh va djnh luang, Nhu v~y, MLR trong tnrong hQP nay c6 them
Chuong 14. Me hlnh hoi qui v&i bien d(>cI~p djnh tinh 565
cac bien tlch: giCradinh tinh va dinh tinh va git}a dinh tinh va djnh
luong.
Khi da xiiy dung rno hlnh MLR a dang co tac dong h6 nrong
gifra cac bien dinh tinh thi cong vi~c phiin rich rna hinh nay tuang tv
nhu rna hinh MLR rrong do bien phu thuoc dinh hrong Iii Y va cac
bien doc I~p bao gam lat ca cac bien thanh phan trong rno hinh,
Dc' di~n giai rno hinh MLR co tac dong h6 tuong, chung ta din
chon bien t~p trung va bien dieu tiet. Hi~u (mg cua bien t~p trung se
thay doi theo cac dIp do ella bien dieu tiet s.:r dung bien tap trung
nao tuy thuoc vso muc tieu nghien CtTU CI,J the'ella chUng tao
566 Phuong phrip nghien ciru khoa hoc trong kino doanh
CAU H6I ON TAP vA THAo LUAN CHUONG 14
1. Cho biet S1,I'khac nhau va giang nhau gilia 1110hlnh h'Oiqui don SLR.
hoi qui boi, va ANOVA (mOLchi'eu, hai chieu, vv.)? Cho vi du minh
hoa?
2. Cho biet S1,I'khac nhau va giang nhau giu3 mo hlnh hoi qui bQi MLR va
ANCOVA? Cho vi du minh hQa?
3. Cho bict 51,1' gicng nhau va khac nhau giiia bien djnh tinh chuyen sang
dang bien gia dummy va bien gta doi lmg? Cho vi du minh hoa?
4. Hay thi.!t kc mot m6 nghien cuu trong do co bien phu thuoc djnh
luong vo hai biGh doc I~p djnh tinh. Tiep thea thu th~p dii Ji~u va phdn
tich 1116 hlnh nay 6 d"ng ANOVA hai ehieu va hoi qui boi co va kh6ng
e6 hi~u trng h6 ruong giii'u hai bien dQc I~p djnh tinh.
5, Hay thie! ke mot mo nghi(!1) ciru trong do co bien phu thllQe djnh
luc;yngva hoi bien doc I~p: mOt bien djnh hrong va mot bien djnh tlnh,
Tiep theo thu th~p dii lieu va phan tich 1110hinh nay 6 dang ANCOVA
va hoi qui b6i c6 va khang e6 hi~u lrng h6 nrong gil'ra hai bien doe l~p
(dinh tinh va djnh hrong)?
6. Hiiy eho bict chue nang ella bien t~p trung vii bien diell tiet dimg de
di~n giai hieu lmg hA tuong ella (1) hai bien djnh tinh va (2) mot bien
djnh tinh va mot bien dinh IUQllgtrong mo hrnh h'Oiqui boi MLR?
7. Nha nghien ceu A, trong mot nghien clru cua mlnh tai Vi~t Nam, xay
dung 1110hinh nghien oru baa gem cac khai ni~m sau day:
1. Dinh huong hoc hoi cua doanh nghi~p (do l..rong b3ng
thang do quang)
Chuong 14. Mti hlnh hl)i qui voi bie'n doc I~p dinh tinh 567
2. Qui mo doanh nghi~p, bao gom ba nh6m: Ian (> 1000 nhan
vien), vua (100 -1000 nhan vien), va nh6 « 100 nhan vien)
3. Hinh thuc so hiru doanh nghiep, bao gom bon nhom: nha
mroc, cophan, trach nhiern hl'fUhan, va nr nhan
4. Ket qua kinh doanh ct'.tadoanh nghj~p (thang do quang)
a. Ilay giup A xay dung mo hinh nghien ctru bieu di~n lac dong cua
djnh hvong hOChoi, qui mo doanh nghi~p va hinh thlic so huu
vao ket qua kinh doanh cua doanh nghiep?
b. Ilay giup A xay deng mo hinh MLR de phan tich mo hlnh
nghien clru 6 Cau a khi esc bien dinh tinh dU'Q'Crna b5ng bien
dummy va khi cac bien djnh tlnh duoc ma bAng bien doi ung?
c. Ilay giup A xay dung mo hinh MLR de ph an tich rno hlnh
nghien ctru (] Cau a khi nhll nghien cuu muon xem X(:!I xern rae
dong eua dinh hvong hoc hoi V80ket qua kinh doanh cua doanh
nghi~p c6 thay doi thea hlnh thirc 56 him va qui rno doanh
nghi~p?
d. Hay gillp A x5y d\l·ng qui trlnh nghien C':I'U de co the' thu th~p du'
li~u dung eho phan tfch trong Call b va c?
8. Nhil nghien cuu A, trong mot nghien ciru cua mlnh t~i Vi~t Nam, xay
dung mo hlnh nghien CLrU bao gom cac khai niiim sau day:
1. Tfnh lac quan cua nhan vien
2. Tfnh hap d~n cua cong vi~c
3. Ciai tlnh ella nhan vien
4. Trinh dO hoc van ella nhan vien
5. Ket qua eong viee ella nhfin vien
a. Nhll nghien cu-u A muon xem xet ket qua cOng viec cua nhan
vicn c6 khac nhau giila nhan vien nam va niT khong thl A phili
thl,l'Chien nghien clru nhu the nao va phai Slr dung nhimg philn
tich gl de thu dU'Q'Cket qua tn; Uri cho diU hoi nghien cou ella
mlnh?
568 Phuongphap nghien cuu khoahoc trong kinhdoanh
b. Nha nghilln ell'u A muon xern xet ket qua cong vi~c cua nhfin
vien e6 khac nhau giCranhan vien co trinh do hoc van khac nhau
khong thl A phai thuc hi~n nghien ciru nhu the nao va phai SLr
dung nhemg phiin tich gl de thu dUQcket qua tra [oi cho caLi h6i
nshien cuu cua minh?
c. Nhll nghien elm A muon xem xet tinh lac quan va tinh ha'p dlln
cua cOng viec co lac dong vao ket qua lam viec cua nhfin vien
khong thl A phai thvc hien nghien cUu nhu the nao va phili Slr
dung nhems philn rich gi de thu diroc ket qua tra loi cho diu h6i
nghien ceu cua minh?
d. Bay sio-, nha nghien ciru A muon xem xet tac dong cUa tinh lac
quan va tinh hap d8n cua cOng viec vao ket qua lam viec cua
nhan vien c6 thay doi theo giOitinh va trinh do hoc van cua nhan
vien khong thi A phai !h'lc hien nghien ciru nhtr the nao va phili
Slr dung nhemg phan tich gi de thu duoc ket quit tnl 10; cho diu
h6i nghien cuu cua mlnh?
Chuong 14.Mil hlnh hoi qui v6i bien doc l~p dinh tinh 569
Hardy MA (1993), Regression with DlImmy Variables, Newbury Park CA:

Sage: Tal li~u trlnh bay nglin gon va d~ hieu ve hoi qui voi bien dummy.
DlTQC viet danh eho cac nhil nghien oru tffig dung trong nganh khoa hoc
xii hoi.
Jaccard J, Turrisi R & Wan CK (1990), lnteraction Effects ill Multiple

l~egressiOIl, Newbury Park CA: Sage: Tuong tv nhir tai li~u tren, tai li~u nay
thuoc b(j sach u'ng dung nghien ciru trong khoa hoc xii hoi ella Sage. Sach
trlnh bay ngdn gon va d~ hic'u vI! hi~u tffig hi) tuang trong hoi qui.
Demaris A (2004), Regression toith Social Data, Hoboken NJ: Wiley: Tai Ii~u
nay gici thi~u cac dang mo hlnh h'Oiqui duoi dang &ng dung, rat d~ doc
va de hi@'u, t1~c bie! Iii phan di~n gi1\i hi~u emg h6 ttrong. Tai li~u
dln thiet eho cac nhil nghien ciru (mg dung hoi qui trong nganh khoa hoc
xii h(>i.
Chuong 15. M(; hlnh hoi qui da bi,rn, Pi\ III va MMR 571
Chutmg 15
Mf hinh hoi qui da bien, PATH

va hoi qui MMR
Chuong nay gi6i thi~LI cac nQi dung:
'I, VIlh 1mIIglliell ell'll
2. Malt/llit hni qu! rill /Ji~1tMVR
J. M{i It/llit "ATI-I
II. HOi qui vUi bifll trung gian, bien di'i!u tin vii bien kieill saM
5, Phiin lielr /liCI' die" tiel Wi SPSS

572 Phuong phap nghien cU'U khoa hoc rrong kinh doanh
1. Van de nghien cuu

Tro lai mo hlnh hei qui trong Cheong 13 va 14, chUng ta co mot bien
phu thuoe dinh hrong va mot hay nhi'eu bien doc l~p dinh hrong hay
djnh tinh. Trong thirc ti~n nghien ctru, chUng ta thuong g~p MUng
mo hinh nghien ciru trong do:
1. Co nhi'Cubien phu thuQc dinh luong va co nhreu bien doc I~p

c6 the' Iii djnh tinh hay dinh hrong: mo hinh dang nay duoc
goi Iii mo hinh hoi qui da bi~n MVR (MultiVariate
Regression).
2. C6 nhrilu bien doc I~pdjnh tinh hay dinh luong, co nhfeu bien
trung gian (mediating variables) dinh hrong, vii c6 nhieu bien
phu thuQc djnh luong: m6 hlnh dang nay duoc gQi Iii mo hlnh
PATH.
Cac diu hoi va git. t!luyet nghien ciru din dung hoi qui da bien
de'kiem djnh c6 dang sau:
Q1. An tuong truong hoc, tinh kien dinh h9C t~p, dong co hoc
l~p va ket qua h9C t~p cua sinh vien quan h~ vai nhau nhu the
nito?
C6 nhi'eu gia thuyet tra loi cho ciiu hoi tren, tuy thuoc vao Iy
thuyet, mot 5() gic\.thuyet c6 the nhir salt:
Hl a. An nrong tnrong hoc tac d(ing duong vao dong co hoc t~p
cua sinh vien.
Chuong 15. Mo hinh h'eliqui da bie'n, PATH va MMR 573
Hlb. An ruong rruong hoc tac dong duong vao ket qua hoc t~p
cua sinh vien.
Hlc. Tinh kien djnh hoc t$p tac dong duong vao dong co hoc
t~p cua sinh vien,
HId. Tinh kien djnh hoc t~p tac dong duong vao ket qua hoc
t~p ella sinh vien.
Q2. DO nhay van hoa va tinh vi chung tieu dung co lac dong
vao vi~c danh gia chat l\1Q11ghang ngoai nh~p va xu huong tieu
dung himg noi khang?
Tuong tv nhir truong hop ella cau hoi Ql, mot so gia thllyet de'
tra ICricho Q2 nhu' sau:
H2a, DQ nhay van hoa tac dQng cung chieu vao d1at tuong
hang ngo\li nh~p cam nh~n boi nguoi tieu dung.
H2b. Do nhay van hoa laC dQng nghich chfeu vao xu huang tieu
dung hang nQi.
H2c. Tlnh vi cbung tieu dung tac dong nghich chi'eu V1lO chat
luong hang ngoai nh~p cam nh~n boi nguoi tieu dung.
H2d. Tanh vi chung tieu dung tac dong cung chi'eu vao xu
hucng tieu dung hang nOi.
Den day, cac van de nghien ciru dil giOi thieu lien quan den moi
quan h~ gilra hai nhieu bien, vd, X co quan h~ cimg chi'eu voi Y, ho~c
X, va Xl tac dong cung ehi'eu voi Y, vv. Tuy nhien, trong nghien eu-u
khoa hoc xa hQi n6i chung va trong nganh kinh doanh noi riens-
chung ta cung tbuong hay g~p mot dang quan h1: khac, d6 Itt quan
h~ gifra mot bien voi moi quan h~ cua hai bien khac, vd, Z e6 quan h~
gl vai moi qUeln h~ giLraX va Y khong? Hay n6i each khac, Z co lam
thay doi moi quan h~ giLrX va Y khang (hay Z co lam thay doi hle
dong cua A vao Y khong)? Quan h~ nhu v~y duoc goi la quan h~
dieu tiet va bien lac dong vao moi quan h~ giiia hai bien duqc gol la
bien di'llutiet Cau h6i nghien elru ve bien di'eu tiet co dang nhir sau:
Q3. Cioi tinh co lam thay doi moi quan h~ giiia tinh vi chung
tieu dung va xu h\t&ng tieu dUng hang noi khong? Hay phat
bieu i:J dang khac; Tac dong cua tinh vi chung tieu dung va xu
huong tieu dung hang noi co khac nhau giua nam va nu
khong?
Q4. Canh tranh ca nhan co lam thay doi moi quan h~ giua tinh
vi chung lieu dung va xu huang tieu dung hang noi khong?
Q5. Canh tranh co nhan co quan h~ vm xu huang tieu dung
hang noi khong va n6 c6 lam thay doi moi quan h~ gifra tinh vi
chung tieu dung va xu huong tieu dung hlmg noi khong?
ve
Cia thuyet tra lai cho dill h6i Q3, Q4 va Q5 lit gia thllyet bien
di'ell tiet thea nh6m (Q3), ve bien dieu tiet thuan. tuy (Q4), va ve bien
dieu tiet han hop (Q5). Chung co the phat bieu cac gia thuyet nay
nhir sau:
H3. Moi quan h~ giLlatinh vi chung tieu dung va xu huang tieu

dung hang noi trong nh6m ngtrOi tieu dung nu se cao hun
trong nhorn ngm7i tieu dung nam (dieu tiet theo nhom).
H4. Tac dQng cua tinh vi chung tieu dUng vao xu hux1ng tieu
dung hang noi se tang khi canh tranh ca nhan tang (hoac Iii:
Canh tranh ca nhan dieu tiet duong moi quan h~ giua tinh vi
ChU'ong 15. Mil hinh h(j; qui da bien, PATH va MMR 575
chung tietl dung va xu hirong lieu dung hang n(iii dieu tiet
thuan tuy),
1-15a.Tinh vi chung lieu dung rae dong duong vao xu huang
tieu dtlng hang noi (gia thuyet tinh vi chung tieu dung 13 mot
bien doe I~p).
1-15b.Canh tranh ca nhan di'eu tiet duong tac dong cia tinh vi
chung neu dung va xu huang tieu dung hang noi (gia thuyet
tlnh vi chung lieu dung la mot bien dieu tiet thuan tuy).
Mo hlnh hoi qui va SEM tbuong duoc dung de kiern dinh cac
cac gia thuyet tren. Ciao trinh nay chi I~p trung v110mo hinh hoi qui.
Sa mo hlnh ho hoi qui Str dung de philn tich chung la: hoi qui da bien
MVR (MultiVariate Regression), PATH va hoi qui voi bien di'eu tiG't
MMR (Moderated Multiple Regression).
2. Me> hlnh hoi qui da bie'n MVR

Me hmh hoi qui da bie'n MVR duoc bie'u di~ll0 Hinh 15.1. MVR co
nhi'eu bien phu thuQc djnh luong va nhleu bien (toe I~p co U,e la dinh
tinh, djnh luong hay ca hail.
I Tuong h,r nhl1 MLR, ANOVA va ANCOVA, rno hinh MVR III ITUOnghop
long qual cua hQ ph3n lIeh da bien (cO nhi'eu bien phl,l Ihuoc, Irong do mo hinh
:V1A'IOVA (Multlvariale ANalysis Of VAriance) khi tal ci cac bien doc I~p 111bien
djnh t;nh va MANCOVA (Multivariate ANalysis of COv Arianee) khi cac bil,n dOc
I~p co ca bien dinh tinh vii djnh II1Qng.Cac dang phan tich nay khong lhuQc pham
vi cua gi<io trlnh nay. Cae ban thich lhu, co the xem, lay vi du, Bray & Maxwell
(1985). Stevens (2002); Tabachnick & Fidell (2007).
576 Phuong phap nghien c{ru khoa hoc trong kinh doanh
Hlnh 15.1. M6 hinh MVR
Trong kie'rn djnh thong ke da bien, chung ta co the kiern djnh

cho truong hop cac bien phu thuQc co quan h~ V01nhau. Tuy nhien,
thong thLl'ong,rno hlnh MVR gia djnh la cac bien phu thuoc kh6ng co
quan h~v6i nhau (vd, Stevens 2002):
COV(Y" Yi) = O;<:ti ¢j
V6i git. djnh Iii cac bien phu thuoc khong co quan h~ v6i nhau,
rno hinh MVR bay gio thuc chat Iii rnQt t~p cac rno hinh hoi qui bQi
MLR:
£(Y,) = Po,+ P,,)(, + P"x~ + + P"X.

£(Y,) = P., + p"X - P"X, + + P.,x •
... - ...
Do v~y, chung ta d~ dang phan rich rno hlnh hoi qui MYR
thong qua phan rich tung rno hlnh hoi qui MLR rieng le.
ChuO'ng 15. M6 hinh hoi qui da biorn, PATH vb. MMR 577
3. Mo hlnh PATH
3.1. Mo hlnh tong quat va cac bi~n
Nhir chung ta dii biet, trong cac mo hinh hoi qui, chUng ta c6 hai
nh6m bien, (1) nh6m bien (mot hay nhieu) phu thuoc dinh IUQ'ngva
(2) nhom bien doc I~p djnh luong, dinh tinh hoac cit hai. Tuy nhien,
trong thvc ti~n nghien cuu, cac Iy thuyet khoa hoc thuong phirc tap
hon chlr khong chi bao gum hai nhom bien neu tren. De kie'm dinh
cac gili Ihuyet trong mo hlnh nghien CLYu dang nay, chung ta din
nhirng mo hinh thong kc phuc lap hon.
MOt each tong quat, mot mo hinh nghien ciru (Iy thuyet) bao
gom 5 nh6m bien (khai ni~m; xern Iai Clurong 4) sau (Hinh 15.2):
Hinh 15,2, Cac dang bie'n trong mo hinh nghien ciru
Bien
kiem soar
1
Bien Bien Bien
docl~p rI
lrung gian r
I
phu thuoc
I I
I I
I I
! !
Bien di'eu tiet
1. Bien phu thuQe: Bien bi tac dong boi cac bien khac, eo the
mot hay nhi'eu bien phu thuoc trong mot mo hinh nghien
ciru.
578 I'hU'(mg phap nghien Clru khoa hoc trong kinh doanh
2. Bien doc I~p: Bien tac dong (giaj thich bien thien) cua cac
bien khac (trung gian ho~c phu thuoc). Mot mo hlnh nghien
ciru c6 the co mot hay nhi'eu bien doc I~p.
3. Bien dieu tiel (moderating variable): Bien Hun thay doi hie
dong cua bien doe I~p va phu thuoc, ho~c la doc l~p ~
lrung gian ~ phu thuQc (bien lam thay doi moi quan h~
giiia 2 bien khac). Mot mo hinh nghien ciru c6 the co mot
hay nhi'eu bien di'eu tiet va mot bien dieu tiel e6 the' lam thay
d5i mOl hay nhi'eu lac dong cua cac cap bien. Bien dieu tiet
e6 thela bien dinh tinh hay dinh luong.
4. Bien trung gian (mediating variable): Bien d6ng vai trc
trung gian, lam diu noi giiia bien doc I~p va phu thuoc, Y10t
rna hlnh co the e6 mot hay nhieu bien trung gian va co the'
c6 mot hay nhieu cap trung gian (vd, A--+B--+C~D).
5. Bien kiem soat (control variable): Bien chung ta khong t~p
lrung nghien ClI'U, chi kiem soat rmrc do giai thich cua chung
nJ1Lr the nao cho bien thien ella bien phu thuoc. Bien kiern
soar co the Iii dinh luong hay djnh tinh, nhil'l1g thuong Iii cac
bien dinh tinh. Bien kiem soat pho bien Iii cac bien ve d~e
diem cua c6 nh5n nhu giai tinh, do ruoi, vv, hay ella to
clurc
nhu qui rna doanh nghi~p, hinh thirc s6 hjru, vv.
Cung nh3e lai Iii trong nghien ctru khoa hoc kinh doanh noi
rieng, hay trong khoa hoc hanh vi noi chung, cac khai ni~m Iii cac
bien Irem fin duoc do luong b3ng nhleu bien quan sat (bien do hrong,
xem lai Chuemg 8). Hem nira, cac bien trong 010 hinh c6 the tac dong
qua I(li 13n nhau (nonrecursive model). Vi v~y, mot 010 hinh nghien
CUll,mot each tong quat bao gom mo hinh do luong va 010 hinh diU
true (Hinh 15.3). M6 hinh do )uimg (measurement model) biell di~n
moi quan h~ giiia bien do luang (quan sat) vo; bie'n tiem an rna
Cheong 15.M8 hinh hoi qui da bien, PATH vii MMR 579
chung do lvcng. Mo hlnh c5'u true (structural model) bieu di@n moi
quan h~ cac bien Hem an (gi<lthuyet).
Hlnh IS.3. Ma hinh nghien c\tu c6 rna hlnh do hrimg
'- ....',~ M6 hinh cau true: Ole gia thuyet
'~ d'~ .~)

Blen leullct ~~--\
[WI\ ---------,'- --_ ......
'/W"
~.~:..:.,
\ \
\\
l !
),~.--~~" ~--.-.~'-...... "
". ~12 .... '.... /
t' ( ~ y \ ..,,__
. TIl A.' 'Il2 \(
.'I \/ ..,21: \'/\
.... \. \
.I .__ \! u..-- \
)."
)~. 1.\' -1\- -){''r 'I> - -1\ ~., )f' ~ !
~$ o:!
x2 x3 I \ yl y2 y3 ! \ y4 yS y6 !
5,
I I /
63"
! \. \ I
•••
-,,tl
I
£2
I
e~ \
t
£4
I
ES
I
t(l ,,It
i
'r ""\ r·..
·../ <,, .." .
........................ \ i' \ / ......
.... v \/
M8 hlnh do luong: M6 hinh do Itrimg: M6 hinh do luong:

Bie'nd(k I~p Bienrrung sian Bienph...thu(>c
Theo thong I~, cac nha nghien elm thuong dung ky tV' hy lap de
ky hi~u cac bien. Khi bien tfem an Iii bien phu thuQc hay trung gian
(endogenous variable, trong hoi qui la dependent! criterion variables
cho bien phu thuoc) duoc ky hi~u la 11(eta) va khi n6 Iii bien doc I~p
(exogenous variable, trong hoi qui la independent/predictor
variables) n6 dU<;Jcky hi~lI IIIS (xi).
Trong so hoi qui gil'ra bien doc I~p va bien phu thuoc (hay trung
gian) duoc ky hi~lI la y; Irong so hoi qui gil'ra bien trung gian va bien
phu U1UQC ky hi~u Iii p; Irong sO nhan to (gil'ra bien do lu'<mg va bien
trem a'n) ky hi~u la 'J..; sai sO (phan dir) cua bien phu thuQc ky hi~u IIIl;
(zeta); sai so cua bien quan sat do lvong bien doc I~p ky hi~u la 1>; va,
sai sO cua bien quan sat do luong bien phu thuQc ky llieu 13. E.
580 Phuong phap nghien ceu khoa hoc trong kinh doanh
Chu y them nera IIIdoi voi bien tien, an, tren so de diroc bieu thi
b~ng vong ellipse (hay trim) va bien quan satl (bien do luang hay
khai niem nghien ciru nhong co the' do true tiep chung, vd, doanh
thu, do luoi, vv) dugc bieu th] bang hinh ehft nh~t (hay vuong),
Trong rna hinh (H1nh 15.3) cac bien co the co moi quan h~ qua
lai (P'l va Pl.)' Bien dieu tiet, thuong (che khong phai luon luon) la
bien dinh tinh va cung thucmg duoc do luang true tiep (khong phai
luon luon), nen duoc ky hieu hinh chft nh~t tren rna hlnh. Bien dieu
liel IjI lam thay doi rae dong cua bien doc l~p va phu thuoc (hay
trung gian), Neu bien dteu tiet la bien tfem an,
chung ta se lily tong
hay trung binh cua cac bien do luang chung (sau khi danh gia gia tr]
va do tin e~y cac thang do do Iu'emg chung) de neu phan tich hoi qui'
tiep theo. Neu muon chuyen bien nay thanh bien djnh tinh chUng ta
chi can ma I~i theo nh6m.
Cuoi cung, m6 hlnh diU true (structural model) bieu di~n moi
quan h~ giira cac bil?n trern an (khai niern nghien ciru), cac quan h~
nay duoc goi 111quan h~ cau true (structural relationship) va chung
chlnh 111cac gia thuyet. E>ephan rich rna hmh tong quat nay, phuong
phap mo hinh ca'u true SEM (Structural Equation Modeling) duoc Stl'
dung pho bien vi SEM c6 the ket hop dong thai ca mo hinh do luong
va mo hinh dIU Ink' trong phan tlch.
, Ch':' Y I~ bien do luang la bien quan sat nhung bien quan sat chua chlic I.
bien do luimg (rung cO the gQilil bien do Iuong chinh no) "j bien quan sat cO the Iii
mot khai ni~m nghicn ciru.
) Di'eunay khang can thiet trong ma hinh SEM neu bien di'eu tiet khang phru
IIIbien phSn nh6m. Van de nay khang thuQc pham vi cua giao tnnh nay; cac "-'n
thfch thu, xem, vd, Cortina & erg (2001),Ping (1995).
• Ma hlnh SEM khong thuQc pham vi cua tili ti~u nay. Cac ban thieh th':', cO
the xem, lay vi dv, Bollen (t989), Kline (2011).
Chueng 15. M6 hinh h'Oiqui da bien, PATH va MMR 581
3.2. Phfin tich mo hlnh PATH

Chung ta c6 the' bien mo hinh diu true thanh mo hinh PATH de phfin
tich thong qua vi~c bien doi cac bien tfem an thanh cac bien quan sat
b~ng each lay tong hay trung blnh cia cac thang do chung sau khi
danh gia gia tr] va do tin c~y cua cac thang do nay. Hinh 15.4 trlnh
bay mot mo hinh PATH pho bien bao gom ba bien doc I~p (X" Xl'
va XJ), hai bien trung gian (Y, va Y2) va hai bien phu thuoc (2, va
Z2)' Chu trong giao rrinh nay, chung ta dung hoi qui de phan tich
Y
rno hlnh PATII nen se dung ky hi~u fJ,y, vv, theo thong l~chotrong
so hoi qui.
Hlnh 15.4. Mil hinh PATH
Xem xet rno hlnh PATH, chung ta thay n6 bao gom bon rno
hlnh hoi qui b{>i(1), (2), (3) va (4) nhu sau:
582 Phuong phap nghien ceu khoa hoc trang kinh doanh
£(Y,) = Po + p,X, + P,X, + PjX, (I)

E(Y,)=YO+YIX,+Y,X, (2)
E(21) = 00 + lilY, +¢,Y, (3)
E(Z,)='1o+'1,Y,+11,Y, (4)
NhU' v~y, mo hlnh PATH Iii t~p hop cua bon rno hlnh hoi qui
bQi MLR. Chung ta co the' Slr dung OLS de uoe luong cac trong so
hoi qui {J,y,o.'1 vii h~ so phu hop R'rua timg rno hlnh MLR rieng
Ie. C6 nhi'eu each de danh gia mire dQ phu hop cua rno hinh PATH.
Don gian nhat Iii dung h~ so
phu hop tong hop R;,
(generalized
squared multiple correlation; Pedhazur 1982) nlur sau:
Trong do, UI',I?; ,11;, va II; la h~ so xac dinh ella cac mo hinh hoi
qui thanh phan.
3.3. Vi d.,. minh hoa ve PATH

Nguyen & ctg (2007b) trong mot nghien cUu ve cac doanh nghiep
xuat khau tai Vi~t Nam dira ra mo hinh bao gom bon khai niern
chinh (Hlnh l5.5): djnh hU'ang hoc hoi XI' dinh huang thi trucng
X" chat luong moi quan h~ Y, va kel qua .kinh doanh xuil nh~p
khau Z.
Chucng 15. Mo hinh h'6i qui do bien, PATH va tvUvlR 583
Dua vile dfr li~u thu th~p lLf283 doanh nghi~p e6 kinh doanh
xual khau I~i TPHCM, h~ so tU'cmgquan giua cac bien trong rna hlnh
lrinh bay trong Bang 15.1. Dva vao h~ so tuong quan cua cac bien
trong me hinh, Chllng ta d~ dang tinh roan duoc cac trong so
hoi qui
trong me hlnh. Chu y day Iii vi du minh hoa ve each tinh. $PSS se
tinh cac h~ so nay mOLeach d~ dang VI phan tich mo hinh nay chung
ta thay n6 Iii tong hQP cua cac mo hinh MLR nhir sau (chu y Iii chung
La da ehuli'n hoa cac bien X, Y, Z thanh Z,,,Z,,Zz nen cac h3ng so hoi
qui cua cac plurong trinh hoi qui deu b3ng 0):
E(Zl) =fJ"ZI (1)

E(Z.) = fJ"Z VI + fJnZ" (2)
£(7.n);fJ"Z" (3)
Hinh 15.5. Vi du v~ mo hinh PATH
PZY z
~Yl
XI
Nguon: Nguyen &: erg (2007,110)

584 Phuong phapnghienroll khoa hoc trong kinh doanh
Bang 15.1. H~ 515 nrong quan gifra cac bien trong ma hinh
X , Xl Y z
X, l .54 .35 .22
x, l .38 .30
Y 1 .58
z 1
DVa vao ma tr~ h~ so

luong qum cua cac khai niem (bien)
trong mo hinh, thu th~p tlr m~u (Bang 15.1), chung ta d~ dang tinh
loan cac trong so hoi qui trong rna hlnh. Chu y Ii! trong ba rna hinh
hoi qui tren, rno hlnh (1) va (3) Iii ma hinh hoi qui don SLR nen trong
so hoi qui chuii"n h6a chinh Iii he
so luang quan Pearson r giira bien
phu thuQc vil bien doc I~p va cac he so tuong quan lil cua rn~u nen
la
duoc ky hicu x, y, z.
fil, = '2, = cor(x"x,) = 0.54

/l" = ,;" = cor(z,y) = 0.58
1'", = fl", + P,.d},,:::) /),.,= 1'", - /l,'1(3" = 0.35-0.54(3"1 (I)
rll = fl" -l- fj,.,/ll':::) /),l = 1','2 - fi"fj" = 0.38 -O.54fj,., (2)
Giai h~ hal phuong lririh (1) va (2) tren day. chung ta e6 duoc.
fj" - 0.27
fill = 0.20
Khi tinh toan cac trong so hoi qui tir ma Ir~ h~ so tuang quan
so
chung ta din chu y nguyen tAc sau: H~ nrong qum gifra hai bu1'n
bAng tr~mg so hoi qui (quan h~ true tiep) giUa chung cong v61 rich
Chuong 15. Jv((\ hinh hoi qui <13 bil1n, PATH va MMR 585
cua t5t ca cac quan h~ gian tiep giua chung. Lay vi du, rrong Hinh
15.6 chung ta c6 hai rna hinh [ va Il.
Hinh 15.6. Cac dang quan h~ gii'ra A va B
M6hinhl M6hinh II
A--a B
\ ....b .. C,c...-'Pt
d f
E - e-+ F'
Trong M6 hinh l, chung ta eo n1Qt tac dong gian tiep: tich be: A
-+ C -+ 13. Vi v~y:
,,. = II + be
Trong Mn hinh ll, chung ta c6 hai tac dong gian tiep (1) tich be:
A-) C -) B v~ (2) tich Jcf: A--) E-> F~ B. Vi vay:
rAN - {/ +bc + de/
Dua vao trong so hoi qui, chung ta co the' tinh loan h~ so phu
hop (h~ !if) xac dinh) /( ella tung phuong trinh hoi qui theo cong
thuc sau (vd, l abachruck & Fidel! 2007):
Trong do,
586 Plmong ph6p nghien CU'Ukhoa hoc trong kinh donnh
• 1",,: he so nrong quan giLfa bien phu thuQc y va bien

doc I~p th(r i
• P,: trong so hoi qui
• p: so lucng bien dQc I~p
I\rh~c lai, chung ta co ba phuong trinh hoi qui nhir sau:
(1)
E(Zy)= p"2,, + P,,2., (2)
E(Z.,) = p"Z" (3)
Tuy nhien phuong trinh (1) va (3) la hoi qui SLR nen h~ so
so
R2 cua chung chfnh Iii binh phuong h~ wang quan Pearson (/,2):
R,' = 'i~= 0,54' = 0,292

R; = I~;,= 0,58 = 0,336
l
Chung ta tfnh Ri cho phuong trlnh MLR (2):
= 0.35 * 0.20 + 0.38 * 0,27 = 0.172
Tu do, chung ta d~dangtinh diroc he so thlch hop tong hopR~

nhu sau:
R;, = 1- (J - R,')(J- Ri)(J - Ri)

= 1- (1- 0.292)(1- 0.172)(1- 0.336)
=0.611
CI",(mll 15, Me hlnh hoi qui d. bi~n, PATH va MMR 587
4. Bien Irung gian, bien clieu tiet va bien kiem soat

4.1. M6 hinh bien Irung gian, dieu tiel va kiem soat
Nhu cla giai Ihi~u, bien Irung gian, bien dieu tiel va bien kie'm soat la
cac loai bien cung thuong Stl dung phS bien trong nghien elm khoa
hoc xii hQi n6i chung va nganh kinh doanh noi rieng. Chung da diroc
de c~p trong Chuang 14 va phan dall ella Chuong 15 nay. Tuy nhien,
rat d~ nham I~n gii'la cac loai bien nay. VI v~y, trong ph'an nay chung
ta se thao lu~n chi tiel hon ve cluing.
M6 hinh bien Irung gian, bien dleu tiet va bien kiem soat duoc
rninh hoa trong Hinh 15.7. Hinh 15.7a la mo hinh voi bien trung gian
M, l llnh 15.7b 111016 hinh vo; bien dieu tiel Z va Hinh 15.7c la mo
hinh voi bien kie'm soat C. Trong mot 016 hinh nghien ciru, ngoai
bien d(lc I~p va bien phu thllQC, rna hlnh co the' co them bien trung
giill'l,bien dieu tie't, bien kiil'm soar, hay tat ca ba loai bien nay.
Hlnh 15.7. M6 hinh bien trung gian, di'eu tiet va kiem scat
II, MOM"'I veTi l>i/illlnlllg gin"

Bii!'ndijc I~p X Bien phu thuQc Y
'"
~'M
~2 P3 /
'" BiC'n trunggian M ,/
b, Mci 1J1,,1r veTi hie" ,(iiiu liel
Bie'n dQc I~p X --- ~ ----+ Bien phu thuQc Y
!
Blirn dreu tiet Z
c, Mo llil/', v6i biii, kirlll 5001

BiendQcI~pX -------_ Bienphl,lthuQcY
1
Bien kicm so.lt C
588 Phuong phap nghiel1 cUll khoa hoc rrong kinh doanh
Nhir da gi6i thi~LI,trong mo hinh tren, bien trung gian M d6ng

vai tro Irung gian, lam diu noi giCra bien doc I~p va phu thuoc. MQt
010 hlnh c6 the co mQt hay nhieLl bien trung gian va co the co
mot
hay nhieLl dIp trung gian (vd, A~B~C~D). Bien dieu tiet Z la bien
lam thay doi moi quan h~ moi quan h~gil"ra hai bien khac, MQt rno
hinh nghien cuu co the e6 mot hay nhi"eu bien di'eu tiet va mot bien
di"eu tiet c6 the'lam thay doi rnQt hay nhiet.. tac dong cua cac c~p bien.
• Bien di"eu tiet c6 the'la bien dinh tinh hay dinh hrong.
Bien kie'm soat C la bien chung ta khong t$p trung nghien ctru,
chi kie'm soat muc dO giai thich cua chUng nhir the nao cho bien thien
CU(1 bien phu thuOc. Tuong tu nhu truong hop cua bien trung gian
hay bien di'eu tiet, mot mo hinh co the' co mot hay nhieu bien kie'm
soar. Bien kiem soat co the' 13 djnh luong hay dinh tinh, nhung
thuong lil cac bien djnh tinh. CLing nh~e lai, bien kiem soar chung ta
giai thi~lI (y day trong nghien ciru dinh IUQ'ngvoi du' li~lI khao sat tai
mot thoi dil!'m Iii dang bien kiem soar dang thong ke (statistical
control), n6 khac voi mQl dang kiem scat nira ill kiern soat trong thu'
J1ghi~m. Cac phfin tiep thea se giai thieu each x~rIy cac dang bien nay
thong qua 1110hinh hoi qui,
4.2. Phan tid, biien trung gian

MOl bien duoc gQi Iii bien trung gian khi no tham gia giai trueh d10
moi quan h~ giCra bien dOc I~p va phu thllQc (Baron & Kenny 1986).
Bien trung gian phal thoa man ba dieu ki~n sau day (Hinh 15.7a):
1. Dielt ki~1I 1: Bien dQc I~p giai thich duoc bien thien eua bien
lrung gian (/32 'F 0)
2. 0,1,1 ki?1I 2: Bien trung gian giai thich duoc bien thien cua
bien phu thuoc (/3, '" 0) va,
Clurong 15. Mil hinh h'e.i qui cia bien, PATH va i'vIMR 589
3. Dicli kifll 3: S,r hi~n di~n ella bien tnmg gian (c6 rnjit flz va
/J) se lam glarn moi quan h~ giG'a bien dQc I~p va bien phu
thllOc (/JIM < PI)' trong d6 fll 111trong so
hoi qui giua X va Y
khi chua co s,r hi~n di~n cua bien trung gian M. Khi fl, ~ 0
thi ljllan h~ gilla bien doc I~p va phu thuoc Iii quan h~ gian
tiep (thong qua bien trung gian).
Chung ta d~ dang phan tich mo hinh bien trung gian thong qua
cac mo hinh hoi qui nlur dii gi&i Lhi~u trong cac ph'iin tren. CI,I the
dlien (UQC phSn tich bien trung gian nhir sau (Hlnh 15.8):
Hinh 15.8. Phau tieh bien trung gian bang hoi qui
1 I roi qui dill,: X ~ M: 2. /Wi IIlli b§i: X vii M ~ y

X--Pl-M X-~IM-Y
3. J mi qui dan: X ~ y _/p;

->
M
X--P1-Y
De' bie'i bien dQc I~p co giai thich duoc cho bien thien cua bien
trung gian hay khong (/ll"" 0; Diiu ki~1I 1), chung ta dung mo hinh
hoi qui don X ~ M (MD hlnh 1, Hmh 15.8):
Ticp theo, de' biet bien Irung gian co giru thich duoc cho bien
thlen cua bien phu thuoc hay khong (P,,",, 0; Dieu kifll 2), chung ta
dung mo hinh hoi qui bOi X va M ~ Y (Mo hinh 2, Hinh 15.8).
E(Y) = flo + PilI X + P/v{

Cuoi cung, de' biet sir hi~n di~n cua bien trung gian (co m~t P2
va pj; Dietl klfll 3) c6 lam giilm moi quan h~ giua bien dQc I~p va bien
phu thuoc hay khong, chung ta dung rno hmh hoi qui don X ~ Y
(Me hinh 3, Hlnh 15,8),
£( Y) = Po+ P,X
So sanh P, (trong so hoi qui gifra X va Y khi khong co hien dien

cua bien trung gian M) vui PIA, (trong so hoi qui gifra X va Y khi co
hien di~n ella bien trung gian M) chung ta se biet duoc Dietl kifll 3 co
th6a hay khong (PI" < P, ?), Co nhieu phep kiern dinh duoc dung de'
kiem dinh SI,I' khac bi~t cua hai rrong so hoi qui nay, mQt trong nhfrng
each nay III phep kiem djnh t do Freedman & Schatzkin (1992) de
ngh], vai gill rr] thong ke kiem dinh nhu sau:
t = P,-P'M
',,-2 ~
0'2
/11
+ 0"/JIM - 20' 0'
P. /J,u~
I_
P 2XM
Trong do, n 111kich thuoc rn~u, O'p, va O'PI," theo thlr t~fla sai I~ch
chuan ella uoc h.rgng P, va P,M; PrM 111h~ so tucmg quan giijoabien
dQc I~p X va bien trung gian M,
Tac dQng tong (Pr) cua bien d(lc I~p X vao bien phu thuoc Y khi
co bien trung gian M se 111tong cua Ilk dQng true tiep X ~ Y (P,Al) va
tik dQng gian tiep X ~ M ~ Y (P x p,):
Pr = Pu, + P, xp,
Chuong 15. M6 hinh hoi qui cia bien, PATH va MMR 591
C6 nhieu phep kie'm dinh diroc dung de kiern dinh phan tac
d{>ng gian tiep fl2 x p" Chung ta eo the dung phep kiern dinh phfin
phoi tich P (distribution of Products; MacKinnon & ctg 2002) nhir
sau:
Trang do:
_ _ Pl.
-/I. _- va Z/I =-
fll
. afI, 'cr p.
Tra bang kie'm dinh th5ng kc P cho ph an phoi tich (Craig 1936,
12) dllll1g ta sc biet duoc rrurc y nghia ella kiern djnh. Chu )' lil day Iii
phcp kiem djnh P cua rich 2 bien ng~u nhien (ham Bessel) nen no
khllng ph;ii 111phep kii:\'m djnh z. Lily vi du v6i rmrc y nghia 5% cho
phep kiem djnh z lil1,96 va cho phep kiem djnh P la 2.18.
Vi du. Nguyen & Nguyen (2010) mo hlnh moi quan h~ gifra
dinh hll'ong hoc h6i vao chat lu'qng moi quan he va giA thuyel bien
tlnh vi chung trong xufit khll"ll (exporter ethnocentrism) I~I
bien trung
gian (Hlnh 15.8). Mil hlnh nay co nghla 111dinh huong hoc hoi vira
tac dong true tiep va sian tiep (thong qua tinh vi chong Xllat khdu)
vao chat hrong moi quan h~.
Hinh 15.8. Biln trung gian: Tinh vi chung XLI at khau

Bien dQcI~p X: Bienphu thuQcY:
DI'"tllln1ng -- PI\l£ 1.51(.341)--+ Chfillltl!llg
h9C h6, 111m quail hf
\ Jf
pz· -.39(.097) P3 = -.57(.226)
\ Bien trunggian M: /
Tinh vi clllillg XUlil kM'u
592 Phuong phap nghien CtTU khoa hoc trong kinh doanh
Phfin tich m6 hinh dua vao dCfli~u thu th~p tt'r m9t m~u 297
doanh nghi~p xual kh5'u cho ket qua nhu sall: Bien d9C I~p c6 tile
dong vao bien trung gian: fl, = -0,395 (sai I~ch chua'n se = 0,097, P <
0,00 I); bien trung gian rae d9ng vao bien phu thuoc: fl) = -0.57 (se =
0,226, P < 0,05); va, tac d9ng ella bien d9c I~p vito bien phu thuoc khi
co 5\1 hi~n di~n ala bien trung gian: flUt = l.51 (se = 0,341, P < 0,001),
Khi kh6ng co 5~ hi~n di~ ella bien trung gian, trong so hoi qui giuil
bien doc I~p va bien phu thuec: fl,= 1.74 (se = 0,334, P < 0,001; chu y
ket qua nay lu mo hinh hoi qui don: Dinh IIwi1lg "~1C
IIoi ~ ell } l.tiJllg
",oi qllm. irr), Ket qua Iren cho thay bien trung gian da lam giam hie
dong cua bie'n doc I~p vao bien phu thuoc: khi khong co bien trung
gian. trong so hoi qui fl, = 1,74 va khi c6 bien trung gran trong so hoi
qui fl'M = 1.51(p < 0.001).
Chung ta co the kiem djnh 5\1' khac bi~t nay (fl, - flul) thong
qua phep kicl11 djnh t nhu sau (chu y h~ so tuong quan cua X va M la
0,37):
~ __~====~1.~74~-_1~.5~1~===r====~
= JO.3342 + 0.3411- 2(0,334x 0.341)"'1-0.37'
=1.81
Ket qua kiem djnh cho thay 5V khac bi~t nay chi c6
nghia y
(] rmrc 5% cho kiem djnh mot phia (rra bang ham phan phoi
trong Excel).
, Chu Y III IrQng sO hoi qui sir dung " day I;' trong sO chua chuan h6. vi
ch(mg la khong co sai I~chchuan cua tTOngsO hoi qUI dii chuan hoa.
Clurong IS. Me, hinh hoi qui do biC{n,PATI-Iva MMI~ 593
Nell chung ta mLion kie'm dinh gia tri Cl1<1 lac dong gian tiep cua
Dinh hrrc'mg Ir(!c hoi -+ Cir 1 IU(TIlg moi qUnlr Irf (Djllh Iru(nrg hoc Iroi -+
Tinh tli cluing xrr ~ khliil ~ C/r t IUl!lIg 11101quail Irf) thi tien hanh tlnh
gia tr] toi han cua phep kiern djnh P nhu saus:
P=Zp. x=P.
=(-0.39)(-0.57)
0.097 0.226
= 10.14
Tra bang ham phan phoi P thl mire y nghia tai gia tri P nay i:J
muc P < 0.001. Neu cluing ta muon tinh tac oi,lng tong fJ, cua Dill/r
IrH'lJllg h(!(' I/(;i vao CIl I Ilf'IlllS 11IiJi ouan !I~IJ'I tac o(lng nay duoc tinh
nhu sau:
!JI = !J,M + fJ2 X !J)

= 1.51 + (-0.37)( -0.57)
= 1.73
4.3. Ph an tich bien di'Cutict

4.3.1. Cac dang bien dieu tiet
Mi,lt each tong quat, bie'n di'eu tie't Iii bien lam thay doi dQ manh
(strength) va dang (Iorrn) ella moi quan h~ gii'ra bien doc I~p va phu
thuQc (Baron & Kenny 1986; Saunders 1956; Sharma & ctg 1981;
• ",~r SI,I'chtong In chi can kicm dinh khi co it nhat mQt tac dQng trung gian
III hay III khang <:6y nghia thong ke. Neu cac lac dQng trung gian deu c6 y nghia
lhlt.\c dong gidn t"'p luon cO y nghia vi gla trj toi han 7. (h03< t) cua tUng tac d(>ng
gian ticp nay dcu Ion han 1.96 (2) nen tich cua chung lu6n luon 1&0hon 2.18 (gia tr]
cua ham I' l~i mu'c y I1ghia 5%).
594 Plwong phap nghien crru khoa hoc trong kinh doanh
Zedeck 197'1; Hinh 15.6). Theo truyen thong trong nganh do luang
tam Iy (psychometric literature), chuc nang cua bien dieu tiet co y
nghia khi bien nay khong co quan h~ voi d bien doc I~p va phu
thuoc (Baron & Kenny 1986). Tuy nhien, dieu nay khong bAl buoc
nhir v~y vi trong thuc te nghien ciru khoa hoc, bien aieu tiet c6 the
the'hien i:J nhieu dang khac nhau.
Sharma & ctg (1981), philn loai cac bien din xem xch thanh
bon nhorn, dua vao (1) moi quan h~ giira bien xem xet vui bien phu
thuQc DV va dQe I~p N va (2) quan h~ h5 nrong voi bien aQe I~p IV
(Hinh ] 5.9).
1. Nh6'11 J: Neu mQt bien co quan he vm bien phu thufic DV

vMhay doc I~p (IV) nlumg lai khong co quan h~ h6 nrong
voi bien doc I~p thl bien nay khong lam chuc nang ella mot
bien d ret! tiet.
2. NlI6m /1: Neu mot bien khang co quan h~ voi bie'll phu thuoc
hay doc I~p va cung khong co quan h~ h6 nrong voi bien
doc I~p thl bien nay c6 the' Iii bie'n di'eu lie't theo nhom
(homologizer variable). Bien dieu tiet thea nhom xuat hi~n
neu n6 co quan h~ voi sai so trong mo hinh hoi qui. Do d6,
chung ta chia m~L1 ra thanh nhieu nh6m dong nhat (Hnh
dong nha't trong nh6m cao) thi bien nay co the lam thay doi
tac dong cua bien doc I~p vao bien phu thuoc gilra cac nhorn
(trong 55 hoi qui ~ thay d5i theo cac nhom), VI vay n6 Ii!
bien dieu tiet thea nh6m.
3. Nh6m 111: Neu mot bien co quan h~ voi bien phu thucc
va/hay doc I~p va ding cO quan he h6 mong vm bien dQc
13p thl bien nay la bie'n di'eu Hit han hqp hay ron goi Iii
bien ban di'eu tiet (mixed/quasi moderator). Bien dieu tiet
dang nay duoc goi 111bien di'eu tiet h6n hop vi no co quan h~
Chuang 15. M6 hinh h8i qui da bien, PATH va MMR 595
voi bien phu IhLlQcva doc I~p rna theo rruyen thong thl bien
dicu liel khong c6 quan h~ nay.
4. Nhom IV: Nell mot bien khong co quan h~ voi bien phu
thuoc hay doc I~p nhung c6 quan h~ h6 tuong voi bien doe
I~p thi bien nay la bien di'eu tiet thuan luy (pure
moderator): bien dieu liet Iheo djnh nghla truyen thong.
Hinh 15.9. Cac d"ng bien dieu tiel

C6 qllQlI Ilf Kilong qllllll hf
v(1i DV unllrll.'liV va; DVvillV
KiIOllg c6 quan }If I. Bienkhong

lilln chuc nang
II.Biendmu tiet
IriJ tl/(mg vcri IV theo nhorn
d Ceutiet
C6 qllnlllr~ JIl. Bienclieutiet IV.Bienclieutiet

}l6/1I'I)'IIg v(ri IV h6n hop tllllan tuy
Ngu1>n:Sharma & ctg ('1981, 292)
4.3.2. Phfin tich bien clicu tiel theo nh6m

Bien dieu tiet theo nh6m duoc 5lr dung pho bien [Tong nganh kinh
doanh, vi du so sanh giira cac loai hinh doanh nghiep, qui mo doanh
nghiep, vv. De phiin rich mo h.inh c6 bien di'eu tiet theo nh6m Chlll1g
ta chia m~u ra lam nhiCu nh6m dong nhat sau do tien hanh dung hoi
qui cho lUng nh6m roi 50 sanh h~ SOphu hop R'va trong so hoi qui
P gifra cac nh6m voi nhau. Uly vi du, bien dieu tiet la qui mo doanh
nghiep, chung la chia m~u cac doanh nghiep thanh nh6m (theo
nh6m cua bien dfeu tiet djnh tinh nay, vd, nh6 vira, IOn).
596 Plurong phap nghien oru khoa hoc trong kin" doanh
Dua vao kha n:ing gilli thich cua R2 cling nhir trong so i3 cua cac
nh6m chung ta se xac djnh duoc vai tro cua bien di'eu tiet. Mot diem
ChLIy khi so sanh cac trong so hoi qui, chung ta phai dung h~ so chua
chufin h6a thay VIh~ so chuan hoa. Ly do Iii khi chuan h6a chung ta
da dieu chinh bien thien trong m5u (z/J. = /3,s-", 1Sy ; xem I~iChuong
13) nen khong the' dung de so sanh bien thien gilra cac OO6m voi
nhau.
Ch~t che han, chung ta se dung phep kiern dinh Chow (Chow
1960). CQi q la so 11I01lgtham so din voc IUQI1gtrong mo hinh h'Oiqui
vcri p bien dQc I~p (q - p+1 VImo hlnh co them h~ng so hoi qui 13.); C
lil mo hinh tong quat: A Iii mo hlnh cho nhom A va B la mo hinh eho
nhorn B. Cia thuyel II" cua phep kiem dinh Chow Iii khong co su
khac bi~t gil'ra hai mo hinh hoi qui eho hai nhom A va B, Cia lr]
th5ng ke cua phep kiern dinh nay co phan ph6i F voi bac tv do Iii q
(ILl'so) vo n-2q (11\~1Iso):
F _ r SS," - (SS: + SS: )]' q

" •• -1" (SS: +SS:'}!(11-2q)
Nell kiern djnh f nay c6 y nghia (p < 0.05), chung ta ket 11I~n Iii
hai 010 hinh hoi qui cho nhom A va B khac nhau. Dieu nay co nghTa
lil bien tach nh6m da lam chuc nang cua bien ctieu tiet theo nhorn.
Can chu y
them III phep kiem dinh Chow chi co gia tr] klu
phuong sai sai sO'ala 2 OO6m (A va B) bing nhau. VI v~y, truce khi
dung phep kie'm djnh Chow chung ta ph<ii kiem dinh phuong sai sai
so ella hai nhom. De' kiem dinh gia dinh phuong sai sai sO'cua hai
nhom b3ng nhau, chung 13 dung phep kiem dinh F voi gia tr] th5ng
ke kiern djnh nhu sau:
Chuong 15,1\116hinh ho' 'lui dn b,en, PATII va MMR 597
8SI'" I (If.A '\18"

J ('
ss; I til. = ,\lfS:
"'eu phep kic'm dinh r: nay khong co

y nghia (p > 0,05) chung ta
ket lu~n la gia djnh phuong sai sai so cua hai nhom bAng nhau duoc
thoa'.
Vi du I ve bic'n dieu tiel theo nhom

Nguyen & erg (2004) trong m<}lnghien cuu ve tac d<}ng cua rnuc df;>
trao doi thong lin (information exchange) giCl'a nha xuat khau va nha
I'lhap kh;;'u va dO nhay van hoa (cultural sensitivity) ClW nhll xlIilt
kh§'\1 dCli voi van hoa cua nhil nhflp kh€i'li vao chilt 1Lr!;JI1g
moi quan
h~ giLI'a nha xlIill khflu va nha nhap khall, Nhom nghien ctru chia
mall b.1O gom 288 doanh nghiep xual khau tai TPHCM thanh hai
nh6m, mot nhom cac nh1l nh~p khii'u Chan A va nhorn khac 111cac
nha nhfip khfiu Chau All, Nhu v~y, bien di'eu tiet la vung dja Iy (;\ va
ALI), Kel qua phiin rich cho thay trong so h'oi qui ella cac tac d<}ng
lren khong Ihay doi giCra hai nh6m nha nhap khau, VI vay, bien Vl1l1g
dja I)' khong lam chirc nang ella bien dieu tiet trong rna hinh nghien
eu'u nay.
1\'.
, "o!u dmh nav khong rhoa, Limng la I..hon~ the dung k,iFIll dlnh Chow
,Ii' "!I'1ll dlnh '1,1 I..h';c nh.", g"r. hai nhom rna phill dilng phuong ph,;), \\,15
lW.,.ght"d le•.,t Squares) V5nd~ nal khong thu(\c pham v, ella gi~otrinh nay
Cac bJn lhich Ihll vi' vS'n <1;; nav Co th'" tham khao Overton (2001),
598 Phu'O'ng phap nghi<~ncuu khoa nQc Irong kinh doanh
Vi du 2 v~ bi~n di~lI tie'l thea nhom

Mot vi du khac, trong mot nghien cuu vEllac dong ella bien thllOc
tinh siell th] va dong co tieu khicn trong mua sam (hedonic shopping
motivation) vao long trung thanh cua khach hang doi voi sieu thi,
Nguyen & ctg (2007a), dua vao dir lieu thu th~p tlr 608 khach hang
sieu th], phar hi~n do tuoi va thu nhap cua cua khach hang lam thay
doi cac moi quan he
gilra bien phu thllOCva cac bien doc I~p neu tren
(Bang 15.2). VI v~y, bien do tlloi (rre va trung nien) va bien thu nh~p
(thap va cao) la cac bien dieu tiel theo nh6m.
Bang 15.2. Vai tro dieu tie't cua do tuoi

Nhom khach hang
Tre Trung nien
Bien dQc I~p -+ J3i1!'nphl,1 thu(lc p(se)' p p(se) p
Thuoc tiuh siGu th] )Tl'ung lhanh sii!u th] ,18(,023) 7,62.000 ,]1(.043) 2,58 ,010
Dong co licli khi~n-)TI'ung Ihilnh sieu th] .07(,033) 2,00 ,045 ,20(,069) 2,94 ,003
Thu nh~pthap Thu nhap cao
ThuQc tinh sieu 1hl-+l'rung thimh sieu thi .17(.023) 7,60 ,000 .14(,048) 3,02 .003
O\lng co lieu khicn->Trung lilimil sieu tf" ,06(,031) 1.87 ,061 .24(,078) 3.08 .002
Ngulin: Nguyen& ctg (2007b. 234)
Neu bien dieu tiet Iii bien dinh IUQ'ng, do luang b1mgnhieu bien
quan sat, de' phfin tich n6 6 dang aieu tiet theo nhom, chung ta din
chuye'n n6 sang bien dinh tinh b~ng each lay tong (hay trung binh)
sau khi danh gia gia trj va do tin ~y cua no (d~c bi~t 13 tinh don
hU'6ng;Gerbing & Anderson 1988).Tiep theo, ma lai theo nhom, lay
vi du, phan theo trung vi (median split).
Chuang 'IS, M6 hlnh h'6i qui dn bien, PATH va MMR 599
Vi du 3 ve bi~n dieu tie'! thea nh6m

Nguyen & Nguyen (2010) xem xet vai tro di'el! tiet nhorn cua bien
canh tranh phat trien (personal development competitiveness) dO'i
v6'i tac dong ella nang luc giang vien va dong co hoc t~p (bien doc
I~p X) vao ket qua hoc ella sinh vien (bien phu thuoc Y), Canh tranh
phat tric'n III mot bien ti'em an do IUCmgb~g 4 bien quan sat voi
thang do Likert 7 diem (bien djnh luong). Sau khi danh gia thang do
nay, cac tac gia lay tong cua 4 bien do IUCmgde 1<)0 thanh mQt bien
duy nhat va dung trung vi de tach gia tr] ella bien nay thanh hai
nh6m: nh6m co canh tranh phar trie'n cao (Mo hinh A) va nh6m cO
canh tranh phat trie'n Lhap (Mo hinh B)
Dua vao du' lieu ala m~lI 1278 sinh vien dai hoc tai TPHCM,
nhom tac gii:\ nay pha: hi~n canh tranh phat trii'!'n lam thay doi tac
dong cua nang I,rc giling vien vao ket qua hoc ~p ella sinh vien:
Nhom sinh vien co canh tranh phat trien cao thl ~ (Mo hinh A: nang
Il,l'cgiang viell -t ket qua hoc t~p) = 0,341 (p < 0,001) va nhom sinh
vien co canh tranh phat h'ie'll tha'p ~ (Mo hinh B: nang luc gitll1g vien
-7 ket qua hoc t~p) - 0,298 (p < 0,001), Nhir V~Yf tac dong cua nang
I,Fe giimg vien vao ket qua hoc t~p cua sinh vien manh han trong
nh6m sinh vien co canh tranh phat trien cao. Hay noi each khac, canh
tranh phat tricn lam thay doi do manh ella quail he: nang Il,I'egiang
vien (bien doc I~p) -t ket qua hoc t~p (bien phu thuoc), nen no III
bien dleu tiet theo nhorn.
l3ay gib chung ta su' dung phep kie'm dinh Chow de kiem dinh
xern hai rno hinh: Mo hinh A (nhom sinh vien co nang lire canh tranh
phat trie'n cao) va M6 hinh B (nhom sinh vien co nang luc canh tranh
phat trien thap) co khac biet nhau khong. De thuc hi~n phep kien,
djnh nay, chung ta din thuc hien ba rna hinh hoi qui nhir sau:
1. HOi qui X -7 Y cho tong the' rn~u chung ta se co bien thien

cua sai sO' cho rno hinh tong (Ma hinh G): SS;;
600 Phu'ong phap nghien cuu khoa hoc trang kinh doanh
2. HOi qui X ~ Y cho nh6m sinh vien co canh tranh phallrie'n

cao chung ta so?co bien thien cua sai so cho Mo hinh A: SS:;
3. HOi qui X ~ Y cho nhom sinh vien co canh tranh phat trien
thap chung ta se co bien t!'lien cua sai so cho Mo hinh B: SS:.
Ket qua ANOV A cua ba mo hlnh hoi qui tren duQ'c trlnh bay
trong Bang 15.3. Tnroc khi thirc hi~n kiem djnh Chow, chung ta kiem
djnh gia dinh phuong sai cua hai mo hlnh (A va B) b~ng nhau: Vi sSe
cua Mo hinh B 100 hon SSe ella Mo hinh A nen gia tri thong ke F cua
phep kie'm nay nhu sau:
Voi b~c t~I'do cua nr so Iii 607 va cua m~u so Iii 667, gia trj F
nily eo rmrc y nghta p > 0.05. Nhu v~y gia dinh plurong sai ella sai
so trong hal m5u nhu nhau duoc chap nhfin, Do do, chung ta c6
the dung kiel11 dinh Chow lte' kie't11 dinh SlJ khac bi~t cua hai 1110
hinh (A va B). Cia trj thong ke F cho kiem dinh Chow nhu sau
(chu y kich thuoc m5u n 1278 va vi mo hinh chi c6 1 bie'n doc l~p
Q
nen q = p + 1 a 1 + 1 - 2):
F _ [SS,?-(SS: +SS:)]lq
.-2 .•-2•• ,27. - (SS: +SS:)/(Il-2q)
= [18508.015 -(8783.151 +8936.638)]12

(8783.15 I + 8936.638)1 (1278 - 4)
= 28.380
Cia tr] thong ke F cho thay, voi b~c tl_I do cua tlr Iii 2 va cua m5u
Iii 1274, phep kiem djnh Chow dat rmrc y nghia p < 0.001; nghia la
Chuong 15 Mo hlnh hoi qui dii bien, PATH va MMR G01
mo hlnh cho nhom canh tranh phat !rien cao va thap khac nhau. NhU'
v~y bien canh tranh pluillrieil Iii bien dieu tiet thee nhom,
Bang IS.3. Ke't qua ANDY A cho M6 hlnh G, A va B

Bi(fn Ihien d( Truns blnh P Gi;l tr] p
bien U,jen
MIl /Ii/ll, G
Imi qui 55r 20140.905 1 20140.905 1388.577 .000
I'h'lln duo sSe 18508.015 1276 14.505
Tong 38648.920 1277
Mo "ill" A
HOi qui SST 10985.9().I 10985.904 834.279 .000
Ph'llndu sSe 8783.151 667 13.168
Tong 19769.056 66!1
M6 hl,,/r B
Hoi qui SSr 7873.427 7873.427 534.78'1 .000
PI,,,n dir SS.. 8936.638 607 14.723
Tung ]68'10.065 608
4.3.3. Phan tich bien dieu tiel han hop va thu'lin my

De' phfin tich bien di'eu tiet thuoc nhorn bien di'eu tiet h6n hop (Nh6m
Ill) va bien dieu tiet Ihuan IUy (Nh6m IV), ch{mg ta su dung bien tich
(Iile dong h6 tuong giCra bien <li'eutiet va bien dt;ic I~p; Hlnh 15.10).
Mo hinh nay thuong duoc goi III mo hlnh hoi qui di'eu tiet MMR
(Saunders 1956).
Truce tien chung 1<11110hlnh bien dieu tiet thee dang dung de'
philn tich. Mo hlnh nay co ba biin tac dQng vao bien phu thuQc:
602 Phu'ong phap nghien cuu khoa hoc trong kinh doanh
'L Tac cua bi~n doc I~p X vao bien phu thuQc Y vci trong so hoi
qu i ~i
2. Tac dong cia bH!'ndieu tiet Z vao bien phu thuoc, vci trong
sohoi qui y; va,
3. Tac dong cua tich [d(ic I~p·dj'eu tiel], hi~u img h6 tuong
gifra bi~n doc I~p va bien dfeu tiet, vao bien phu thuQc
so
(trong hoi qui 6).
Hlnh 15.10. Phiin tich bien di'eu ti1!tbAng hoi qui MMR
Biendoc I~p X -- ~ -------+ Bien phu thuoc Y
"" - ----y
Biendieu tiel Z
Ba trong SO hoi qui p, y, va I) co the c6 y nghia (ca p, "/, Ii # 0).

Tuy nhh~n,theo truyen thong, de mot bien la bien CHell ti~t, tac dQng
cua tich [doc l~p'dieLl tiet] vao bien phu thudc phai co y nghla (6 ~ 0),
Neu 13 '# 0 va y '# 0 nhung 1) = 0 thi bien dfeu tiet khong co y nghla.
Nghia 111n6 khong lam chuc nang cua bien dfeu tiet vi khcng lam
thay doi tac dQng cua bien di)c I~p vao phu thuoc rna chi Iii m(it bien
dQcI~p.
Ova vao co 56 neu tren, chung ta tien hanh phan rich bien diell
tiet han hop va bien dieu tiet Ihllan tuy, Tnroc tien, xem xet mo
hlnh hoi qui don SLR gifra bien doc laP X va bien phu thuQcY, dlung
ta co:
£(Y) = P. + P,X
Chuong 15. Mo hlnh h'Oiqui da bio!'n,PATH va MMR 603
Bay gib cho bien dieu tiet Z tharn gia vao rna hinh, rno hlnh hoi
qui c6 dang sau (Hinh 15.10):
£(Y) = flo + fl,X + yZ + axz

= flo - yZ + (fl, + OZ)X
Nell fJ"y va Ii cleU khac 0, phuong trlnh MLR cho thay bien Z
vira co quan h~ voi bien phu thllQc (dong vai tro la biEi'ndoc I~p) va
vira co quan h~ h6 tuong vai bien doc Ia.p (XZ). NhU' va,y, Z Ja bien
dfell tic't hon hop (I finh lS.11a). Z lam thay doi dang quan va do he
manh cua lac dong giira bien doc la.p va phu thuoc.
Nell IrQng so hoi qui y ~ 0, phuong trmh Ml.R ITI?" Ir& thanh:
E( Y) = flc, + /),x + CiXZ = ~, + {fl, + OZ)X
Di'et, nay c6 nghi., la bien Z khong co quan h~ voi bien phu

thuQc cung nhu bien dQc I~p. Nhu va.y, Z Iii bien dieu tiet thudn tlly
(Hinh 15.1 J b).
Chu y them III trong rna hlnh bien dieu tiet tren, nell chung ta
d~ t fl; = (fl, + c>Z),ch ling ta co:
E{Y) = fl., + fl; x
Luc nay, neu Z thay doi thl trong so hoi qui p; gifra x va Y se
thay doi theo. Do d6, theo djnh nghia cua bien dieu tiei, Z la bien
di'eu tiet VIno la thay doi moi quan h~ (trong so hoi qui) gii}a X va Y.
604 Phuong phap nghien cln.,khoa hoc trong kinh doanh
Hinh 15.11. Mil hlnh vai bi~n di'eu ti~t hbn hop va thuan ttly
n. M8 IIil1/' vOi bie" die" tiiililorr/1(m
Bien d9c1~p x I Bien phu thuoc Y
Bi;;"" dicu li;;"1hlln hop Z /
b. M6 IIil1/'
Bien doc l$p x =r:

1"'; b;<I"lie,,'iilIlIllOIl I.i"
Bh!n phu thuQc Y
Bien dicu ticI thu'an lily Z
Bay gia cluing ta xem xet eho truong hop )]10111nh bien dfht tiet
han hQ'P:
ECY) = /3" + 12 + (/3, + bZ)X

=/I,,+YZ+/3;X
Kill Z Iii bien di'eu tiet h6n hop thl n6 lam hai clurc nang trong
cung mot mo hlnh: bien doc I~p va bien cti'eutiet Khi Z thay doi, n6
khong nhimg thay doi bien phu thuoc Y (chuc nang bien doc I~p voi
trong so hoi qui y) ma con thay doi trong so hoi qui /3; giua X va Y.
Khi Z la bien dinh tinh, lay vi du, giOi tinh, chung ta co hai gia
tr], chung ta ma dummy cho 7 thi Z se lay hai gi<i tr], vd, 0 cho nh6m
nam va 1 eho nh6m nil. Mo hinh bien di'eu tiet hbn hop 0 duoc bi~u
di~n eho hai nh6m nhir sau:
E(Y) = /3. + rZ + (/3, +bZ)X

Chuong 'IS, M(\ hlnh hoi qui da bien, I'A TH va MMR 605
Khi Z - 0 (nh6m nam), m6 hlnh hei qui cho nh6m narn nay
nhusau:
E( y) == Po + fJ,X
Khi Z ~ 1 (nhorn nu), m6 hlnh hei qui cho nhorn IlU nay
nhir sau:
E( y) = (Po + r) + (fJ, T o)X
=P~+ p;x
Nhu' v~y, chung ta thay bien dieu tiet Z oil lam thay doi trong
so hoi qui giu'a nh6m nam va nu: h3ng so hoi qui nr fl. sang Po + r
va d(> dl5c duong hoi qui IU' P, sang p, + r , Trong rruong hop Z III
bi&'ndieu liel thuan ruy, khi Z lay gia tri 0 (nhorn nail') thl p,' = p, va
khi Z JCi'ygi<l t r] 1 (nh6rn nu') thl P; = fl, + r (chu y J1I P. kh6ng thay
doi nhu' trong trueng hop Z la bien dieu tiet h6n hop). Tirong t\1'nhu
khi X la bien d i~u hOn hop, Z df! lam thay dOi trong so hoi qui p, cua
tac dong X -}Y eho hai nhorn nam va nLr(rn p, sang fl, + r), Tuong
lV nhu v~y eho tl'u'ong hop Z Iii bien dinh tinh co nhi'eu gia tri.
Nhu v~y, bien di'eu tiet theo nh6m Iii tnrong hop d~e biet ella
bien diCu tiet h6n hop hay thuan tuy (vi bien t1ieu tie! thuan tuy cUng
Iii truong hop u~ebi~t cua bien di'et, tiI'!'t han hop) khi no la bien djnh
tinh (dinh danh), Tren co so nay, chung ta eo the' ket lAin, ve m~t
phan tich, birrn di'eu liet heln hop Iii tnrong hop tong quat cua bien
dieu tie'!. Bien dffiu tiet thufin Illy Iii mrong hop d~e bi;:! cua bii!'n
diCu tiel h6n hop va birrn dieu tiet thea nhom Iii tnrong hop d~c bi~t
cua bien dleu tiet thuan Illy hay han hop,
[)v'a vao philn rich Iren, chung ta d~ dimg sit dung rno hinh hel
qui de' phat hien cac dang bien dieu tiet trong nghien cuu cua chung
ta (xem lai phan hoi qui co rae dong h6 tuong giua cac bien trong
606 Phuong phap nghien cou khoa hoc trong kinh doanh
Chuang 14). Chiltn luoc phftn tich bien di'eu tiet han hop va thuan
tuy b~ng ma hlnh hoi qui MMR: dung phuong phap hoi qui thu b~c
de trac IUQ'ng, theo thtr tv, ba ma hinh hoi qui Mo' M 2 va M, duoi
day (three-step hierarchical regression; vd, Chaplin 1991; Wise & ctg
1984; Zedeck 1971):
£(Y) = P. + jJ,X [Mol

£(Y) = fl. + floX + jZ [M2l
E(Y) = fl. + floX +r2 +1iXZ [M,l
Sau do kiern djnh (kiem djnh F) rrurc gia tang M' cua R' trong
mo hlnh M2 va M3 chung ta biet duoc Z co phai 121bien dieu tiet
(lhuan ruy hay h6n hop) khOng. Gia tr] thong ke cua phep kiem djnh
cho nurc gia tang Rl co ph an phOi F voi bac tv do a ttl' so la p, - /)2
va b~c tl,l' do (; m5u so III /1- p, -1 (vd, Aguinis 1995; Jaccard & erg
1990):
Trong do,
• n 111 kich thuac m~u

• P2 Iii so hJQ'J1g bien dQC lap trong rna hinh M11 rna hinh co
bien di'eu tiet (Z) lit bien dQc lap
• p) la so IUQ'J1g bien doc I~p trong rna hinh M), rna hlnh c6
tac dong h6 nrong giua bien dqc I~p va bien dieu tiet (XZ)
Chuong 15. M6 hlnh h'Oiqui da bien, PATH va MMR 607
Nell phep ki@'mdjnh F co y nghia (p <0.05), rrurc gia tang u2 c6

y nghia. Hay noi each khac, Z la m{>tbien di'eu tiet (thuc su, chung ta
chi can phep kiem djnh I cho trQng so h'Oi qui § cua tac dong h6
luang XZ va Y co y nghla, chung ta ket lu~n duoc vai tro ella bien
dieu tiet Z vi chung luang duong nhau). Chu y them la, neu Z la bien
di'eu tiel thuan ttly (kiem djnh aR' gifril M, va M" thuc hi~n tuong
tI,I' nhu tren, cho thay mire thay doi M' khong co ho~e kiem y nghia:
djnh y ; 0), chung ta se so sanh M! gifra rna hlnh M;(Ma hinh JII}
nhung v~ng m~l yZ vi y = 0) va M,.
M{>ldiem can chu y khi phan rich rna hinh M, la hi~n nrong da
cQng luyen. Vi tlch ZX se co luang quan cao voi X va Z vi v~y da
cOng luyen sc xuat hi~n gifra X, Z va XZ. De' tranh hi~n nrong nay,
chung 1(1ciin lay chua'n lrung blnh (Cronbach 1987) hoac chuan h6a
(Dunlap & Kemery 1987) ella bien dieu tiet x va bien dQc l~p Z tnroc
khi lay tlch XZ cua chung8• Nhu v~y, bien rich trong MJ lit
(X - X)(Z - Z) neu dung bien chuan trwlg btnh, ho~c In
(X - X)(Z - Z)I S,vS%neu dung bien chuan hoa, thay vi XZ. Thuc hi~n
nhu v~y, chung ra se kh~e phuc duoc hien nrong da cong luyen. Ly
do Iii neu c~p bien x va Z co phan phoi chufin (multivariate normal)
Ihi h~ so ruong quan '(.1. C/.Iella chung diroc tinh nhv sau (Dunlap &
Kemery 1987):
X"_YL + ZSy I s,
'f'C' .. \.l)
Trong do:
• Bien chuii'n Irung binh I. cotrung binh = 0 nhung phuong sai '" 1; bien
chuan h6a Iii bi"n c6 Irung binh = 0 va phuong Sa; = 1; xem lai Clurong 9).
X va Sy la rrung binh va do I$eh ehua'n cua X;

Z va Sz la trung binh va do I$eh chuan cua Z;
rrz 111 he so tuong quan ella X va Z,
Chung ta thay ding hi so trong eong thtrc tinh '(X ..fZ) eo trung
binh cua X (X) va trung binh ella Z (Z). Neu chung ta chuan trung
binh (hay ehuii'n h6a) hai bien X va Y thi hi so trong cong thtrc nay se
b3ng 0 nhung mau so khac O. Vi v~y, h~ so tuong quan 'ix ..lZ) = O.
Hay noi each khac, trong mo hinh h'Oiqui cua bien di'eu tiet, hai bien
doc I~p khong co nrong quan voi nhau nen hien ruong cong tuyen se
khong xuat hi~n.
Chung ta cling dln chu y them r~ng, vi trong thuc ti~n nghien
cuu, giil d inh X va Z tlurong kh6ng duoc thea man, do do, 'i.r, \"1.) c6
the lien den 0 chu khong b~ng 0, Vl ly do nay, khi phfm tich rno hinh
!loi qui voi bien di'eu tiet, chung ta van can phai tinh he s5 VIF de'
xern xet mire dQ do cong tuyen gifra X voi ZX va Z v6i XZ.
4.3.4. Kham phil cac dang bie'n bie'n di'ett titt

Sharma & ctg (1981) duo ra qui trlnh bon buoc de kham pha cac
dang bien d feu tiet (phS n nhorn, di'eu tiet thuan tUY» elfeu tiet h6n
hop, va khang di'eu tiet) nhu sau:
Bu(Jc 1. Xern xct xem co rnai quan he h6 nrong ZX gil'ra bien gia
thuyet Iii bien dieu tiet Z voi bien dQc I~p X kh6ng? "'eu moi
quan h~ h6 tucmg nay (XZ) co y nghTa (/j ;: 0), lien h1111hBuoc 2.
"'eu khong (Ii = 0), chuyen sang Buoc 3.
Chuang l5. Mo hlnh h(')i qui da bien, I'ATil va MMH 609
Blroc 2, Xem XCIxcrn Z co quan h~ voi bien phu thuoc Y khong?

Neu c6 ()' ;I: 0), Z la bien han hop. Neu khong (J = 0), Z lil bien
di'cLi tiet Ihllan IUy. Cil hai truong hop nay deLi lam thay doi
dang quan he;cua X->Y.
Bu-ae 3. Xem xet Z coquan he voi bien phu thuQc hay dQc I~p
khong? 'eu c6 ()' ;I: 0), Z khong phai la bien c:ti'eutiet (n6 c6 the
la mQt bien dQc I~p vi (J Bltoc 1 no dii khong c6 quan he h6
tuong), Neu Z khang c6 quan h~ voi X va Y, tien hanh Buoc 4
(vi n6 co the'liI bien dieu tict thea nh6m).
Bu'ac 4, Chia m~u thanh nhieu I1h6m dong nhat dua vao Z va
xern xet rae d~ng ella X-t Y co khac nhau cho ttl11g nhorn
khong? Nell co, Z Iii bien dieu tiet theo nhorn. Nell khong, Z
khang phili 111bien (tieu liel.
Vi du vc phfin tich bie'n dicu tie'l lhuan tuy

NgLly~n Dinh Tho & NgLly~n Th] Mai Trang (2013) thuc hi~n lTI<:lt
ngllien CLI'Uvll chuyen giao gieo Iri thirc tir truong dai hoc vao doanh
nghie;p thong qua sinh vien h~ vua larn-vua hoc khoi nganh kinh til',
dira vao m6 hinh AMO (Ability-Motivation-Opportunity) de xem xet
mOi quan h~ sirra ll'i thuc thu nh~n ttl trirong dai hoc va ket qua
chllyc'n giao Iri IhllC cho doanh nghiep ella sinh vien h~ vua lam-vue
hoc khai ng1mh kinh te va vai tro di'eu tiet cua gia tr] canh tranh
trong doanh nghiep. Ma hinh ly lhuyet va phfin tich dooc trlnh bay
trong Hinh 15.12. CI,1the' phuong phap nghien ClfU va phfin tich nhir
sau:
610 Phuong ph&pnghien Clftl khoa hoc trong kinh doanh
Hinh 15.12. M6 hlnh v(ri bien dieu tiet hon hqp va thulin hiy
MOIlillir Iy tllIIyii1
Tri thuc Ihu nh~n til
Inrongd~i hQCX I Kelqua chuyen giao
tri thuc Y
Cia Iricanh tranhZ
MolI''''1 plllllllfrh
---
Trithuc thu nh~n tit Ketqua chuyen giao
InrOngd~il1QeX / tri thtlcY
Tri Ihll'C tim nh~n X' Cia Iri canh tranh Z
Phuong phap nghien cuu [tac gia gi&i thieu phuong

phap tl1\I'C hi~n nghien ciru]
Tllllllg du Itile ghl gial Ihi~t1 thang do de do ItrO'ng cac klull

ni~1ll nghil1n ciru]
C6 ba "hai ni,;m nghien cuu duoc sir dung trong nghien cuu
nay, d6 Iii (1) kift qua chuyen gino tri thirc cho doanh nghiep,
goi tilt In ket qua chuyen giao ttl tlurc, (2) tri rhuc thu nhan
duoc t"nhll tmong (tri thCre thu nh~n), vii (3) gia tr] canh
tranh. Ket qua chuyen giao tri thifC diroc do 11I'<mgbAng bon
bien quon silt, ky hi~u tLr KT 1 den KT4. Thang do nay dua vao
thong do kct qua ehuyen gtao tri thue ella Ko & etg (1995),
dimg dC'do luong ket qua chuyen giao tri th.rc gilta nhll tu van
va khach hang, Vi v~y, cae bien do lu<mg duoc dieu chinh tho
chuyen giao tri thoc gilta nhi! truong va doanh nghi~p thong
qua sinh vien h': vira lam-vua hoc.
Tri thuc thu nh~n trong nghH!n ciru nay la nhfrng kien th.:rc
va ky nllng
tong quat thu nh~n duoc trong qua trlnh hoc t~p t(li
truong. Thang do tri thtrc thu nh~n lily til, thang do ky nling
Clw(mg 15, M(j hinh hoi qui d. bie'n, PATH va MMR 611
tong quat (GSS: Generic Skills Scale) trong thang do kinh

nghi~m ve chuong trlnh hoc (CEQ: Course Experience
Questionnaire; Wilson & «s1997). Thang nay bao gom sau
bien quan sat, ky hi~u tir GS1 den GS6. Gia tri canh tranh dLfqC
do ILtOng b~ng bOn bien quan sat, ky hieu tlr CVl den CV4.
Thang do nay dua vao thang do rna Chen & ctg (1999), phan
anh quan diem cua nhan vien (sinh vien vira lam-vlra hoe) ve
khen thuong, nang b~c nhfin vien dua vao nang It!C cua ho. Cac
thanh do nay duoc do luang dang Likert 7 diem, trong do I:
hoan toan phan elOi vII 7: holm toan dong y.
M5u Itac gid giOi Ihi~u ve mall nghien ciru]
Nghicn cuu chinh lhLTCduoc thuc hien blmg phuong phap

djnh luong va cling thong qua ky thu~t phong van true tiep.
MQt m~u Ihu~n ti~n bao gom 843 sinh vien h~ vua lam-vira hoc
(tQi clurc, v~n b~l1g hail khoi nglmh kinh te
t~i hai tnl'irng d~i
hoe kinh te chinh tai TPHCM: Truong DH Kinh teTPHCM viI
TJ'U'c'mgDH Kinh tc-Lu~t, DH QuO'c gia TPI-ICM duoc phong
va'n dC' kic'm djnh cac gi~ thuye't. Trong m~L1co 547 sinh vien
nli' vlt 296 sinh vlen nam. VI1dO tUDi,da so sinh vien co (to tuoi
ttr 35 tr6 xuong (747/843), trong do co 607 sinh vien lam viee
cho doanh nghiep trong nm)c va 236 sinh vien lam vi~c cho
doanh nghiep co von dall nr nuoc ngoat.
Kel qua nghien ell'll
Dtfllh gitf tllnllg do [lac gia gieri Ihi~u each danh gia thang do
Phuong phap Cronbach alpha dU'Q'cdung de danh gia dQ tin
e~y cua thang do va phuong phap phan tim nhan to EFA (vcri
phep trich PAF va phep quay Prornax) duoc su dung de danh
gia gia tr] hOi IV vii phan bi~t rna thang do. Ket qua Cronbach
alpha cho Ihay cac thang do dar yeu cau ve dO tin ~y. C\I the,
Cronbach alpha ella thang do ket qua chuye'n giao tri thirc lil
0.83, ella Ihang do tri thue thu nh~n lil 0.87 va cua thang do gia
612 Phuong pMp nghien cuu khoa hoc trong kinh doanh
tri canh tranh 1110.84. Kct qua EFA cho thay co ba thanh phan
ducc Irich v6i tong phuong sal trich Iii 55.21% t"i eigen-value
1111.40. Hem nCra,cac bien do IUOng deu co Irong so
cao (~ 0.50)
Iren khoi niem chung do IUOng va Ihap tren khai ni~m chung
khong do luOng. Vi v~y, cac thang do lOOng ba khai niem
nghien rou nay deu dat gia tr] hoi tu va phan biet Ltac giil kel
lu~n ve do lin c~y va gia IT! thang do).
Ki€;" di"/. gin Ihlly€l [lac gia gi&i thi~u ve plurong phap va kel
qua phan tlch de kiem dinh gia IhuyetJ
Phuong phap hoi qui Ih':' b~cduoc SU'dung de kiem dinh cac
giil thuyet duoc de nghi. Cung chll y them Iii trong hai gi"
thuyet de nghi, co mot gia thuyet (H2) ve bien dieu tiet (gi<itrj
canh tranh). De kic'm dinh hai gia thuyet nay, bien dieu tiet (gio
trj canh tranh), dl/a rhco Cortina & ctg (2001), duoc lien ket
chung trong rno hinh Iy thuyet (giit !huyet H1), Ghi tr] canh
tranh du'Q'c gia thlJyet lil bien dieu tiel thuan tuy (pure
moderate)!'), nghis lit n6 chi lam thay doi moi quan he giU3 tri
thLre thu nh5n va kel qua chuyen giao tri tlurc: n6 khong co
quan h~ vol kel qua chuyen giao tri thuc. Vi v~y, each lien kit
nay thvc hi~n nay nhtr sau [lac gilt gioi Ihi~u each th\.c hi~n
hoi qui MMR]:
1. Mot bien do luong duy nh1i't QUO'c sir dung cho bien
hll nrong (Ping 1995): DOng co chuyen giao va gia tr]
canh tranh (ky hieu III Tri I/r{rc 11111IlIIlJn'Gid Iri CIJII/t
lrallh);
2. Tri thlre thu nh~n va gia trj canh tranh III cac khru
ni~m don hlJ'Ong nen bien tong dlrqe sir dung cho hai
khai ni~m nay;
3, De tninh hien tl.J'QI\gda cOng tuyen, bien chuan trung
binh (mean-deviated), co trung blnh ; 0 nhung
phuong sai ¢ 1, dl.J'Q'C sir dung de tinh bien hll urong
(Cronbach 1987);
Chucng 15. lViohinh hoi qlli da Ilien, PATH vii :vtMR 613
4. Lay bien rich rri thLfe thu nh~n'gia tr] canh tranh va
eho bien nay tac dong vao bien ph\! thuoe (kel qua
chuyen giao tri thuc).
Ket qua uoc luong hoi qui tht'r b~c diroc trinh bay 6 Bang
15.3. Ket qua eho thay moi quan h~ giiia cac khai ni~m nghicn
CLIUdeu e6 y nghla thong ke (p < 0.001). CI,l the, HI gifl thuyet
Iii tri thlIe thu nh~n tu-nha truong cang cao thi ket qua chuyen
giao tri thue tU nha truOng vao doanh nghi~p cang cao, Ket qua
h'Oi qui cho thay gia thuyet nay ding duoc chap nh~n (13 =
0.545, p < 0.001). H 2 gii\ thuyct gia tr] canh tranh lam gia tilng
moi quan h~ giiia tri thlIe thu nh~n duoc tu- tnrong dai hoc va
kel qua chuyen gino tri thuc ttl nha truong vao doanh nghiep.
Ket qua hoi qui cho thay tac dong ella ho tuong gifra tri thuc
thu nhfin v~ gi;) tr] "mh tranh c6 y nghia thong ke (13 = 0.104, p
< 0.001). Ket qua nay eho thay gi;l thuyet H2 cling duoc chop
nh~n. Di~1Inoy co nghia 111khi sinh vien vira lam-vira hoc danh
gi~ gi~ Il'j canh rranh cang cao thi tae dong gilta tri thirc thu
nhfin tll' tl'u'emg d\li hoc vao ket qua chuyen giao tri Ihu'c ho thu
duoc III nha tmong vao doanh nghi~p cang cao.
Bang 15.3. K~I qua h(li qui thu' b~c: bien dfeu tiet thu'an tuy
Moltlnh Trong so hoi qui P VfF
8 se p
II~ng so 8.128 .658 12.35 .000
MI
Tri Ih<rcIhu nh~n .378 .021 .536 18_41 .000
II~ngsO 7.846 .658 11.92 .000
Tri Ih6c rhu nh~n .384 .020 .545 18.77 .000 1.007
M2
Tri th6c thu nh5n'
.017 .005 .104 3.59 .000 1.007
Cia tri c~nh tranh
Bien ph ... Ihu{X::K"I qua chuyc-n grao tn thue
R' hl~uchinh .296; I\R' 0 .011 (p < .(01)
614 Phuong phap nghien cU~1khoa hoc trong klnh doanh
Vi du v'e phfin tich bien di'eu tiet han hQ'P

Trong ding nghi~n cuu ve chuyen giao tri thuc tir tnrong d~i hQC vao
doanh nghi~p thong qua sinh vien h~ vira larn-vira hoc !<hoi nganh
kinh te trong vi du nell tren, cac tac gi<i nay xern xet vai tra dieu tiet
han hop cua Cia trj canh tranh vao rnoi quan h~ gifra dong co
chuyen giao tri thuc va ket qua chuye'n giao tri thtrc, De kiern dinh
vai IrO dleu tiet han hop cua Cia tr] canh tranh, ba mo hinh M I' M 1 va
M, sau day duoc uOc hrong b~ng OLS (phuong phap uoc hrong
binh phuong be nhat) thong qua rno hlnh hoi qui thtr b~c. Ket qua
U<1c IU'Qngdiroc trinh bay trong Bang 15.4.
£(Y) = flo + fl,X [M,l

E(Y) = flo + fl,X + yZ [Ml]
E(Y} c Po + fl,X + yL +OXZ [M)]
Trong do:
X: [)Qng co chuyen giao trl thirc (bien doc i~p)

Y: Ket qua chuyen giao tri thuc (bien phu thuoc)
Z: Ci~ tr] canh Iranh (bien dieu tiet h6n hop}
Bang 15.4. Ket qua hoi qui fhu b~c; bien dieu tiet hon hop
R R' It"'" SE toR' M dil <l£2 pit-F)
Ml 577 .333 ,332 3.275 .333 419.873 1 841 .ooo

M2 .579 .336 .334 3.271 .003 3.411 840 .065
M3 .58S .342 .340 3.256 007 8.519 1 839 .004

Trqng sO hoi qui
0 se Il p VIF
MI H~ngsO 8.213 .589 13.95 .000
Dong CO chuy.n Si80 .577 .028 .577 20.49 .000

Chu'Ong 15. Me hinh hoi qui <I. bien, PATH va MMR 615
M2 Ila,,!po 7.0M .858 8.23 .000

Dong co chuy(!ngino .'168 .028 .569 19.98 .000 1.025
CI~ Iri c~nh tranh .058 .031 .053 L8S .065 1.025
M3 H.inll sO 7.1~7 .1!S4 8.37 .000
OQngro chuycn 81.0 .551 .029 .551 19.01 .000 1.072

Gi~Ifi c~nh lranh .067 .031 .061 2.15 .032 1.037
OQngco chuv.n 1\'30• .02~ 008 .084 2.92 .004 1.051

GiJ lrt co\)nh Iranh
B,ll">/,,, thOl,"': K.t qua chuyi'n giao In thu,
Ket qua cho Ihay, neu so SaM gill'a M, va M" rnuc thay dO'i
tlR'cua Il' chi c6 y nghia (1 rmrc 10% (rrurc y nghia cua 6F, PM"=
0.65). Neu chon mLI'Cy nghra 5% tht bien dreu til~'tZ (GUI tri CC1nh
tranh) khong lam choc nang cua bien doc I~p. Tuong tv nhu v~y cho
trong 50' h'8i qui Z (13- 0.058, P = 0,065; Bang 15.4). Bay gib, so sanh
M, voi M2 (hay M" tuy nhien chung ta c6 the' xer 6 mLI'C y nghla '10%
nen se so sanh vai M1)' chung ta thay rmrc thay doi tlR2 cua Rl CO)I
nghja (p < 0.0'1).
Xern xet ky hen vao trong 50' hoi qui, ehUng ta thay tac dong
cua rich D(ing co C"rty~lt gil1(} • Gil! tr] cqnh trann co y nghia thong ke (p
< 0.01). Bay gib trong s6 hoi qui B eua Z cung co y nghia o rrurc 5% (p
= 0.032). Nhu v~y, khi dua tich XZ vao mo hinh hoi qui, do co mot
rmrc dO cong tuyen nhat djnh, nen trong so hoi qui cua cac bien se
thay dol. Do v~y, chung ta c6 the kift luan IIIGia tri canh tranh da lam
chuc nang di'eu tiet han hop.
4.4. Phan tich bie'n kitm soat

Nhu dii gi6i lhi~u, bien kie'm soar lit bien chung ta khong t~p trung
nghien ciru. Chung ta chi muon kiem soar mire do giai thich cua n6
nhv the nao cho bien thien cua bien phu thuoc. Nhu v~y, ve m~t Iy
616 . Phuong phap nghHln Wu khoa hoc Irong kinh doanh
thuyet, bien kiem soat III mot giili thich thay the (cho bien doc I~p)
hay bo sung (cung bien doc I~p) cho bien thien cua bien phu thuoc,
ve m~t phan Itch, bien kiem soat III mot dang bien doc I~p. VI vf).y,
chung ta phfm tich n6 nhir mot bien doc I~p, Diem khac bi~t trong
phan tich III chung ta phfin tich cac bien kiem soat trong mot buoc
rieng (tnroc hay saul voi nhiing bien doc If),pkhac de kiern soat.
De' phan tich bien kiem soat, chung ta cUng dung ma hlnh hoi
qui thu b~c (de' c6 the' philn tich cac bien doc If),ptrong mot buoc va
bien kie'm soat cho buoc tiep theo). Chu y la, nrong tv nhu nhiing
bien doc If),pkhac, bien kie'm soat co the'la dinh hrong hay dinh tinh.
Neu bien kie'm soat 1a bien djnh tinh, chung ta can rna dummy (hay
dO'iung) cho n6 tnroc khi dua vao phan rich hoi qui. Ma hlnh hoi qui
thu b~c cho bien kiem soar C duoc bieu di~n nlur sau:
£(Y) = A, + fllX [M,]

£(Y) = fl.~· fl,X + J<-' [M,]
Kjem d [nh (kiem dinh F) rrurc gia tang 6.R_' ella R2 trong ma
hlnh M, va M) chung ta biet duoc C c6 phai III bien kie'm soat khang.
Nell llRl c6y nghTa (thl trong sO'hoi gill y ding co y nghla), chung ta
ket lu~n til bien kiem S0<1tC lil co tham gi3 giill thich (bo sung, cung
..
I voi bien doc If),pX) cho bien thien rna bien phu thuoc Y. Nell y co 'I
nghla (y;;:O) nhung fl, khong co y nghia (fl,=O; bien doc I~p X
kheng giai thich cho bien thien ella bien phu thuoc Y), bien kie'm soat
C Labien giai thlch thay the (bien dQc l~p X).
Chu y them r3ng. bien kiem soar C khong phai Ja bien chung ta
nghien ciru. VI v~y, ve m~t kiem dinh 1'1 thuyet khoa hoc, chung ta
khong kie'm djnh no, nghia 13 chung ta khong eo gici thuyet ve no
nhtr rruong hop ella bien doc l~p X. ve
m~t oj nghia trong nghien
ciru, neu bien kie'm soar C co oj nghia, n6 dong val tro giai thich bo
CIIl"'"!\ IS,Mo hioh hoi qui da bi~n, I'ATH va MMr~ 617
sung, Nell C khong e6 y nghia, bien nghien cuu X co cang co gia tr]
(quan trong hon) Irong vi~c giai thich bien thien cua bien phu thuQc
(xem lai phan Cac tieu chufin danh gia mot Iy thuyet khoa hoe trong
Chuang I),
Vi du v~ phan tich bien kiem scat

Cung trong citng nghien ciru ve chuyen giao tri thuc tir tnrong dai
hoe vito doanh nghi~p thong qua sinh vien h~ vira lam-vue hoc khoi
nganh kinh te trong vi du neu tren (bien dQc I~p X lit dQng co chuyen
giao tri thirc va bien phu thuoc Y la ket qua chuyen giao tri thirc), cac
tac gia nay xem xet vai tro kie'm soar ella ba bien kiem soar: C,: giai
tinh (narn, nu'), C!: tuoi (tre. trung nien) ella sinh vien he vua Ulln-
Vll'a hoc, va C,: 10i;1ihlnh doanh nghii;\p (co hay khong co von d'liu ILt
ruroc ngoal). De thuc hi~n dieu nay, mo hlnh hoi qui thu- b~c duoc Sll'
dung vci hai m6 hinh hoi qui M, va M,:
E(Y)"'/l.)+fJ,X [M,l
E(Y) = fJo I (J,X -l- r)C, + r/', + r~C) [M,]
Trang d6:
X: Dong co chuyen giao tri thlre (bien doc I~p)

Y: Ket qua chuyen giao tri thirc (bien phu thuoc)
C,: Bien kiem soat (giai tinh)
C,: Bien kiem soar (dQ tuoi)

C.: Bien kiem soat (loai hinh sa hiru)
Cling chu y them lit tat ca ba bien kie'lll soat, gi&i tinh (C,), dO
tuoi (Cl), va loai hlnh so hCfu (C,) deu lit bien dinh tinh voi hai
nhorn, V, v~y, mi;)tbien dummy dtroc Slr d1,U1gcho mai bien khi dua
vao phfin lieh hoi qui: C, (1 = nCt, 0 = nam); C1 (1 = tre, 0 = trung
nien): CJ (I = doanh nghi~p co von trong ruroc, 0 = doanh nghi~p c6
von dau tu rnroc ngoai). Kel qua uoc hrong duoc trinh bay trong
Bang 15.5. Ket qua nay cho lhay, ca ba bien kie'm soat: gioi tinh va do
tuoi cua sinh vien h~ vira lam - vira hoc, va loai hinh s6 hfru ella
doanh nghi~p ho lam vi~e deu khong co )' nghia thong ke; nghla la
chung khong giai thich bien thien ella ket qua dluyen giao tri tlurc
vao doanh nghi~p.
Bang 15.5. Ke't qua hai qui thlr b~c; bie'n kiem soat
R R' R"~dJ SE Il.II' Il.F dfl df2 p(AF)
M] ,577 ,333 .332 3,275 ,33~ 419,873 84] ,000
M2 ,587 ,;\45 .342 3,252 ,012 4.962 3 838 ,002
Trcng s6 h(}i qui
II '0 P P VIF
Ml '1;1118 so 8,213 .589 13,95 ,000

DlinSco chuyC'ngiao .577 ,028 ,577 20.49 ,000
M2 Hans so 6,822 .777 8.784 ,000
Dongco chuyC'n gino .565 .028 ,565 19.99 ,000 .979
Cio, tlnh .800 ,236 ,095 3.39 .001 .986
D91uol .550 .356 .044 1.54 .123 .980
Loai hinh sO huu ·.042 .250 ·.005 ·.170 .865 .996
Bit. ph" 1/1119<: Kcl qua chuy~n grao lri thue

CI1l1'O'ng 15. Mo hinh hoi qui CIa bien, PATH va MMR 619
5. Phfln tich bien dieu tiet voi SPSS

5.1. Phan tieh bien dieu tiet theo nhom
Oe phfin tich bien dieu tiet theo nhorn, each thong thuong nhat III
chung ta tach m~u n ra thanh hai (vd, n, va n2) hay nhieu nhorn, roi
tien hanh phfin tich hoi qui eho rung nhom (xem Chuong 13). Tuy
nhien, chung ta khong din phai tach m~u rnll Slr dung bien phan
nhorn de philn tich cung mot luc trong SPSS. Cach thl,l'chi~n nhir sau:
Allalyze -oJ Regression -oJ Linear: du« bieh ph!1 111119C viw 0
Dependent d,m rar bien dge I~p vno 0 lndependentls), dim
biei, phl111nhom 11(10Selection variable -oJ Rule ... -oJ equal
to: dun gin tri ,,171111 "h6m VIla 0 ualue (vd, c1u4ng til c6 2 nh6111,
IHlm - 1 vii lIIi' =2, IIell cJulng In muol1 xu' J!! mall nam, dml git:i
tr] 1 "itv) Continuendcpendenrts) -oJ OK (clnlng In Sf co kel
qllli h"Oiqui dID 111r01ll 1111111,sau d6 dira git! tri 2 Vt10,duing ta Sf
cci kel qwi lr'Oi qui cho /1lrO//7 nir).
5.2. Phfin tieh bien kie'm scat, dieu tiet !hu'an tuy va hon hop
De phan tlch bien dieu tiet thufin tuy, han hop va bien kiem soat,
chung til Stf dung mo hinh hoi qui thu b(ic (xem Chuong 13). Cach
thuc hi~n nhu sau:
Allalyze -oJ Regression -oJ Linear: dim bien phu tlru9c viio {j
Dependen t vn dim d9C I~p tlllr nh 1 (bi€il clUing til danh gia lil
quail trl)llg 1111 1) vilo c5 lndependentts) -oJ Next: dim bier, dgc
ItJp tlllr lrai velo (j lndependentts) -oJ tiep tllc nlll( trell ... -oJ
Statistics: 1111 II c/lIIgl VIlo R ~quared change (di'co ki€;" dillh
F cho 6R l)-oJ OK.
620 Phuong phap nghien ecru khoa hoc rrong kinh doanh
TOM TAT CHUONG 15
Chuang 15 nay gi6i thi~u mo hlnh hoi qui da bien MVR trong
d6 c6 nhi'eu bien phu thuQcdinh hrong va nhi'eu bien doc L~pc6 the
la djnh tlnh, djnh hrong hay ca hai. Mo hinh MVR gia djnh la cac
bien phu thuQc khang co quan h~ v&i nhau. VI v~y, MVR thuc chat
111mQt t~pcac rna hinh hoi qui bQi MLR va chung ta d~ dang phan
tich mahlnh MVR thang qua phan rich limg ma
hinh hoi qui MLR
rieng Le.
Ma hlnh PATH lit l11ahlnh trong do co nhi'eu bien doc I~p (djnh
tinh hay djnh luong hay ca hail, nhi'eu bien phu thuoc djnh luong va
nhi'eu bien trung gian dinh luong. M6 hinh PATH cling la t~p hop
nhi'eu mo hinh hoi qui. Vi v~y, chung ta v5n co the SIXdl,mg OLS de'
uoc luong cac trong so hoi qui va h~ so phu hop R2 cua nrng mo
hmh hoi qui rieng Itt
Cheong nay cung gi&i thi~u bien trung gian, bien di'eu tiet, va
bien kiem scat, ba loai bien cung duoc SLr dung pho bien rrong
nghien ell'lI khoa hoc kinh doanh, Bien trung gian Iii bien tharn gia
giai thich cho moi quan h~ gifra bien dQc I~p va phu thuoc, Mo hinh
hoi qui (t~p mo hlnh hoi qui) cling duoc 5lr dung de phan rich mo
hinh c6 bien trung gian.
Bien dieu tiet 111bien lam thay doi do manh va dang cua moi
quan h~ giiia bien doc I~p va phu thuQc.Co ba loai bien dfeu tiet, d6
la, (1) bien dfeu tiet thee nh6m, (2) bien ban di'eu tiet, va (3) bien di'eu
tiel thuan lUY.
Bien dfeu tiet thee nhorn la bien kh6ng co quan h~ voi bien phu
thuQc hay doc I~p va cling khang co quan h~ h5 tuung v&i bien doc
I~p. Bien dieu tiet dang nay lam thay doi hie dong cua bien doc l~p
vao bien phu thuQc giua cac nhom. Bien dfeu tiet han hop Labien c6
Clurong 15.Mil hinh hoi qui da bien, PATH va MMR 621
quan h~ v6i bien phu thuoc va/hay doc I~p va rung c6 qLlan h~ h6
tucng v6i bien doc I~p. Bien dieu tiet IhLlan tuy iii bien khong co
qllan h¢ v6i bien phu thllOc hay doc I~p nhung co quan he hf>nrong
v6i bien doc I~p.
Cuoi cung, bien kiem soat Iii bien chung ta khong t~p trung
nghien MI, rna chi muon kiem soar mire dO giai thich cia no nhir the
nao cho bien thien cia bien phu thuoc, Nhu v~y, ve m~t Iy thuyet,
bien kie'm soat Iii mot giai thich thay the (cho bien doc l~p) hay bO
sung (cung bien doc I~p) cho bien thien cia bien phu thuQc.
622 Phuong phap "ghien ciru khoa hoc trong kinh doanh
CAU H61 ON T ~PvA THAo LU~NCHUaNG 15
1. Cho biet sv khac nhau va giang nhau gifra 016hinh hoi qui da bien va
hoi qui bQi?Cho vi du minh hoa?
2, Cho biet s\r khac nhau va giang nhau gifra 010hinh hoi qui da bien va
PATH? Cho vi du minh hoa?
3, Cho biel ban chat cia h~ sO xac dinh tong quat R,;, trong 010 hinh
PATH? Hay minh hoa b~ng vi du?
4, Cho biC'tsu khac nhau va giang nhau gifra bien diflu tiet va bien trung
gian? Cho vi du minh hoa?
5, Cho bict dicu ki~n en ban nhal de' Illot bien la bien di'eu tiet? Cho vi du
minh lwa?
6. C6 bao nhieu loal bien dieu tiet? ChLlI1gkhac nhau va giong nhau nhu
the nao? Cho vi du minh hoa?
7, Nguyen (2009b) nghien ciru moi quan h~ gifra chat luong lin hl~u va
long trung thanh ella hoc vien MBA vii xay dung mo hlnh nghien ciru
trinh bay trong 1Iinh B7,
Chuong 15.Mil hi"h hoi qui da hie'", PATH va MMR 623
Hinh U7.MB hinh nghicn ein.
Ch5'lluong lin hi~u

• Rii rang Chat h.n;mg (.! Trung thanh
1-'4 ...
·Nh.t quan chuong trlnh chuong trinh
·Tin c3y
DSu 1I.r
chtrollg trinh
a. Ilay thiet ke qui trinh phan rich de co

the' xac djnh duoc car trong
so hoi qui fJ trong mo hlnh cung voi h~ so phu hop long quat
'?
R M'
b. l3ay giQ, nhll nghien cuu nay muon xern xet eo Sl,I' khac bi~t giu'a
cdc trong so hoi qui f3 trong InO hinh tren co
khac nhau gilta hoc
vien theo hoc cac chuong trlnh MBA trong nurrc va MBA co
lien
kit voi mfoe ngolli khong? Hay cho biet bien nao co
the lam bien
di'@utiel? Bien cli'Cutiet nay i::J dang nao nell n6 lam duoc chuc
nllng CLIObien dieu tiel? Hay hoach dinh qui trlnh phan tich m6
hinh vOi bien die" tiet do?
8. Xay dung mo hinh nghien CtIU Slr d~JI1ghoi qui da bien va hoach djnh
qui trlnh phan rich rn6 hinh nay?
9. Xiiy dung mo hlnh nghien CtIU Slr dung rno hinh PATH va hoach dinh
qui trinh phfin tich rno hlnh nay?
10. Xiiy d~g rno hinh nghien elru trong do co bien !.rung gian va bien dieu
tiel va hoach dinh qui trinh phan tim rno hinh nay?
624 PIlltong phdp nghien cuu khoa hoc trong kinh doanh
Tabachnick BG &: Fidell LS (2007), Usillg Multivariate Statistics, 5lhed,

Boston: Pearson Education: Tai li~u nay viet day du va chi tiet ve cac
phuong phap phan tich da bien bao gom ma
hinh PATH.
Ho R (2006), Handbook of Ulllvariate and Multivariate Data Analysis and

Interpretation willi SPSS, Boca Raton FL: Chapman &: Hall: Tai Ii~u nay
huong d~n each dung SPSS de xu' Iy hoi qui va cac phucmg phap phan tlch
da bien khac bao gam trong do co ma hinh PATH.
Blalock MH (1971, ed), Causa! Models i" tile Social Sciences, London:
MacMillan: Day 10 tiii Ii~u truyen thong ve rna hlnh PATH, t~p hQP nhieu
bai viet khac nhau vemo hinh nay, La tai lj~u can thiet cho cac ban thich
thu ve PATI!.
ni li~LI(iii d~n 625
.. ,. .... ~
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