Khảo sát định tính là gì?

khao sat

Trong nghiên cứu thị trường, có 2 loại khảo sát là Qualitative survey – khảo sát định tính và Quantitative survey – định lượng. Vậy Qualitative survey là gì?

Khảo sát định tính

Đối với Qualitative survey, chúng ta thường dùng nó để lấy ý kiến trực tiếp từ khách hàng. Nghĩa là khi đó, chúng ta sẽ thường dùng những câu hỏi mở để khách hàng trả lời. Bạn có thể sử dụng Qualitative survey khi bạn chưa có đầy đủ những thông tin. Bạn cần tham khảo ý kiến từ một số người xung quanh những lựa chọn cần thiết.

Ví dụ

Bạn muốn làm khảo sát về vấn đề mua sắm online của khách hàng. Trong khi đó bạn chưa hiểu rõ về lĩnh vực này, bạn cần hỏi các câu hỏi mở để lấy thêm những thông tin để có cơ sở xây dựng một bài khảo sát hoàn chỉnh sát với hành vi thực tế. Như vậy, trong qualitative survey, bạn có thể đặt những câu hỏi mở như:
1. Bạn đã mua sắm online mấy lần trong 3 tháng qua?
2. Trong ba lần mua sắm online gần đây, bạn đã dùng trang web nào nhiều nhất?

Cách sử dụng

Chúng ta chỉ nên dùng những câu hỏi này để lấy ý kiến của một nhóm nhỏ đáp viên, chứ không nên dùng chúng đối với một số lượng lớn khách hàng cần khảo sát vì Qualitative survey rất khó để có thể tổng hợp và thống kê kết quả và khách hàng của bạn không có nhiều thời gian để trả lời hết những câu hỏi mở mà bạn đưa ra. Do đó, qualitative survey mới chỉ là bước đầu tiên để bạn tiếp cận với khách hàng của mình mà thôi.

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