{"id":5241,"date":"2019-09-07T20:33:49","date_gmt":"2019-09-07T13:33:49","guid":{"rendered":"https:\/\/khaosat.me\/blog\/?p=5241"},"modified":"2025-02-21T10:59:38","modified_gmt":"2025-02-21T03:59:38","slug":"phuong-phap-nghien-cuu-thi-truong","status":"publish","type":"post","link":"https:\/\/khaosat.me\/blog\/phuong-phap-nghien-cuu-thi-truong\/","title":{"rendered":"\u01afu nh\u01b0\u1ee3c \u0111i\u1ec3m c\u00e1c ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng"},"content":{"rendered":"\n<p><a href=\"https:\/\/khaosat.me\/blog\/nghien-cuu-thi-truong-la-gi\/\">Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (Marketing Research)<\/a> l\u00e0 ho\u1ea1t \u0111\u1ed9ng thu th\u1eadp th\u00f4ng tin v\u1ec1 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau v\u00e0 ph\u00e2n t\u00edch c\u00e1c d\u1eef li\u1ec7u nh\u1eb1m gi\u00fap gi\u1ea3m r\u1ee7i ro v\u00e0 h\u1ed7 tr\u1ee3 cho vi\u1ec7c \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh c\u1ee7a nh\u00e0 s\u00e1ng l\u1eadp. Tuy nhi\u00ean c\u1ea7n ph\u1ea3i \u00e1p d\u1ee5ng nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng ph\u00f9 h\u1ee3p trong t\u1eebng tr\u01b0\u1eddng h\u1ee3p \u0111\u1ec3 c\u00f3 th\u1ec3 v\u1eeba \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 t\u1ed1i \u01b0u, v\u1eeba ti\u1ebft ki\u1ec7m chi ph\u00ed nh\u1ea5t. Sau \u0111\u1ea7y m\u00ecnh s\u1ebd gi\u1edbi thi\u1ec7u \u01b0u nh\u01b0\u1ee3c \u0111i\u1ec3m c\u00e1c ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u00f4ng d\u1ee5ng.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng b\u1eb1ng b\u1ea3ng kh\u1ea3o s\u00e1t (Survey)<\/h2>\n\n\n\n<p>V\u1edbi b\u1ea3ng c\u00e2u h\u1ecfi ng\u1eafn g\u1ecdn v\u00e0 \u0111\u01a1n gi\u1ea3n, b\u1ea1n c\u00f3 th\u1ec3 ph\u00e2n t\u00edch m\u1ed9t nh\u00f3m m\u1eabu \u0111\u1ea1i di\u1ec7n cho th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau c\u1ee7a m\u00ecnh. M\u1eabu c\u00e0ng l\u1edbn, k\u1ebft qu\u1ea3 s\u1ebd c\u00e0ng \u0111\u00e1ng tin c\u1eady.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"400\" src=\"https:\/\/stawell-wordpress.sgp1.cdn.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phuong-phap-khao-sat-survey.jpg\" alt=\"Ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng b\u1eb1ng b\u1ea3ng kh\u1ea3o s\u00e1t (Survey)\" class=\"wp-image-5213\" srcset=\"https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phuong-phap-khao-sat-survey.jpg 600w, https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phuong-phap-khao-sat-survey.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption>Ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng b\u1eb1ng b\u1ea3ng kh\u1ea3o s\u00e1t (Survey)<\/figcaption><\/figure><\/div>\n\n\n\n<p>C\u00e1c cu\u1ed9c <strong>kh\u1ea3o s\u00e1t tr\u1ef1c ti\u1ebfp<\/strong> l\u00e0 c\u00e1c cu\u1ed9c ph\u1ecfng v\u1ea5n tr\u1ef1c ti\u1ebfp th\u01b0\u1eddng \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n t\u1ea1i c\u00e1c \u0111\u1ecba \u0111i\u1ec3m c\u00f3 l\u01b0u l\u01b0\u1ee3ng truy c\u1eadp cao nh\u01b0 trung t\u00e2m mua s\u1eafm. H\u1ecd cho ph\u00e9p b\u1ea1n gi\u1edbi thi\u1ec7u cho m\u1ecdi ng\u01b0\u1eddi c\u00e1c m\u1eabu s\u1ea3n ph\u1ea9m, bao b\u00ec ho\u1eb7c qu\u1ea3ng c\u00e1o v\u00e0 thu th\u1eadp ph\u1ea3n h\u1ed3i ngay l\u1eadp t\u1ee9c. C\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t tr\u1ef1c ti\u1ebfp c\u00f3 th\u1ec3 t\u1ea1o ra t\u1ef7 l\u1ec7 ph\u1ea3n h\u1ed3i h\u01a1n 90%, nh\u01b0ng ch\u00fang r\u1ea5t t\u1ed1n k\u00e9m. V\u1edbi th\u1eddi gian v\u00e0 lao \u0111\u1ed9ng c\u00f3 li\u00ean quan, chi ph\u00ed cho m\u1ed9t cu\u1ed9c kh\u1ea3o s\u00e1t tr\u1ef1c ti\u1ebfp c\u00f3 th\u1ec3 l\u00ean t\u1edbi $100 cho m\u1ed7i cu\u1ed9c ph\u1ecfng v\u1ea5n.<\/p>\n\n\n\n<p><strong>Kh\u1ea3o s\u00e1t qua \u0111i\u1ec7n tho\u1ea1i<\/strong> \u00edt t\u1ed1n k\u00e9m h\u01a1n so v\u1edbi kh\u1ea3o s\u00e1t tr\u1ef1c ti\u1ebfp, nh\u01b0ng l\u1ea1i t\u1ed1n k\u00e9m h\u01a1n so v\u1edbi qua th\u01b0 \u0111i\u1ec7n t\u1eed. Tuy nhi\u00ean, do ng\u01b0\u1eddi ti\u00eau d\u00f9ng th\u01b0\u1eddng kh\u00f4ng c\u00f3 thi\u1ec7n c\u1ea3m \u0111\u1ed1i v\u1edbi h\u00ecnh th\u1ee9c ti\u1ebfp th\u1ecb qua \u0111i\u1ec7n tho\u1ea1i n\u00ean vi\u1ec7c thuy\u1ebft ph\u1ee5c m\u1ecdi ng\u01b0\u1eddi tham gia v\u00e0o c\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t qua \u0111i\u1ec7n tho\u1ea1i ng\u00e0y c\u00e0ng kh\u00f3 kh\u0103n. C\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t qua \u0111i\u1ec7n tho\u1ea1i th\u01b0\u1eddng c\u00f3 t\u1ef7 l\u1ec7 ph\u1ea3n h\u1ed3i t\u1eeb 50-60%.<\/p>\n\n\n\n<p><strong>Kh\u1ea3o s\u00e1t qua th\u01b0 \u0111i\u1ec7n t\u1eed<\/strong> l\u00e0 m\u1ed9t c\u00e1ch t\u01b0\u01a1ng \u0111\u1ed1i r\u1ebb ti\u1ec1n \u0111\u1ec3 ti\u1ebfp c\u1eadn nhi\u1ec1u \u0111\u1ed1i t\u01b0\u1ee3ng. N\u00f3 r\u1ebb h\u01a1n nhi\u1ec1u so v\u1edbi kh\u1ea3o s\u00e1t tr\u1ef1c ti\u1ebfp v\u00e0 qua \u0111i\u1ec7n tho\u1ea1i, nh\u01b0ng ch\u1ec9 t\u1ea1o ra t\u1ef7 l\u1ec7 ph\u1ea3n h\u1ed3i t\u1eeb 3-15%. M\u1eb7c d\u00f9 l\u1ee3i nhu\u1eadn th\u1ea5p, c\u00e1c cu\u1ed9c kh\u1ea3o s\u00e1t qua th\u01b0 \u0111i\u1ec7n t\u1eed v\u1eabn l\u00e0 m\u1ed9t l\u1ef1a ch\u1ecdn hi\u1ec7u qu\u1ea3 v\u1ec1 chi ph\u00ed cho c\u00e1c doanh nghi\u1ec7p nh\u1ecf.<\/p>\n\n\n\n<p>C\u00e1c <strong>kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn<\/strong> th\u01b0\u1eddng t\u1ea1o ra t\u1ef7 l\u1ec7 ph\u1ea3n h\u1ed3i kh\u00f4ng \u1ed5n \u0111\u1ecbnh v\u00e0 d\u1eef li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c th\u01b0\u1eddng kh\u00f4ng \u0111\u00e1ng tin c\u1eady b\u1edfi v\u00ec b\u1ea1n kh\u00f4ng ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c nh\u00f3m ng\u01b0\u1eddi tr\u1ea3 l\u1eddi. Tuy nhi\u00ean, nh\u1eefng \u1ee9ng d\u1ee5ng kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn th\u1ebf h\u1ec7 m\u1edbi t\u00edch h\u1ee3p AI v\u1edbi nh\u1eefng thu\u1eadt to\u00e1n hi\u1ec7n \u0111\u1ea1i \u0111\u00e3 kh\u1eafc ph\u1ee5c \u0111\u01b0\u1ee3c nh\u1eefng m\u1eb7t h\u1ea1ng ch\u1ebf n\u00e0y. Kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn l\u00e0 ph\u01b0\u01a1ng ph\u00e1p \u0111\u01a1n gi\u1ea3n v\u00e0 \u00edt t\u1ed1n k\u00e9m \u0111\u1ec3 thu th\u1eadp \u00fd ki\u1ebfn \u200b\u200bv\u00e0 s\u1edf th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"395\" src=\"https:\/\/stawell-wordpress.sgp1.cdn.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/survey-multiple.jpg\" alt=\"kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn\" class=\"wp-image-5217\" srcset=\"https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/survey-multiple.jpg 600w, https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/survey-multiple.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption>Kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn<\/figcaption><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">1.1. \u01afu \u0111i\u1ec3m<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>T\u01b0\u01a1ng \u0111\u1ed1i d\u1ec5 qu\u1ea3n l\u00fd, th\u1ef1c hi\u1ec7n<\/li><li>C\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n trong th\u1eddi gian ng\u1eafn h\u01a1n (so v\u1edbi c\u00e1c ph\u01b0\u01a1ng ph\u00e1p thu th\u1eadp d\u1eef li\u1ec7u kh\u00e1c)<\/li><li>Hi\u1ec7u qu\u1ea3 v\u1ec1 m\u1eb7t chi ph\u00ed, tuy nh\u01b0ng chi ph\u00ed ph\u1ee5 thu\u1ed9c v\u00e0o h\u00ecnh th\u1ee9c kh\u1ea3o s\u00e1t<\/li><li>C\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c qu\u1ea3n l\u00fd t\u1eeb xa th\u00f4ng qua tr\u1ef1c tuy\u1ebfn, thi\u1ebft b\u1ecb di \u0111\u1ed9ng, th\u01b0, email ho\u1eb7c \u0111i\u1ec7n tho\u1ea1i.<\/li><li>Ti\u1ebfn h\u00e0nh kh\u1ea3o s\u00e1t t\u1eeb xa c\u00f3 th\u1ec3 l\u00e0m gi\u1ea3m ho\u1eb7c lo\u1ea1i b\u1ecf s\u1ef1 ph\u1ee5 thu\u1ed9c v\u1ec1 m\u1eb7t \u0111\u1ecba l\u00fd<\/li><li>C\u00f3 kh\u1ea3 n\u0103ng thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb m\u1ed9t s\u1ed1 l\u01b0\u1ee3ng l\u1edbn ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi<\/li><li>Nhi\u1ec1u c\u00e2u h\u1ecfi c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c h\u1ecfi v\u1ec1 m\u1ed9t ch\u1ee7 \u0111\u1ec1, mang l\u1ea1i s\u1ef1 linh ho\u1ea1t s\u00e2u r\u1ed9ng trong ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/li><li>V\u1edbi ph\u1ea7n m\u1ec1m kh\u1ea3o s\u00e1t, c\u00e1c k\u1ef9 thu\u1eadt th\u1ed1ng k\u00ea n\u00e2ng cao c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 ph\u00e2n t\u00edch d\u1eef li\u1ec7u kh\u1ea3o s\u00e1t \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh t\u00ednh h\u1ee3p l\u1ec7, \u0111\u1ed9 tin c\u1eady v\u00e0 \u00fd ngh\u0129a th\u1ed1ng k\u00ea, bao g\u1ed3m kh\u1ea3 n\u0103ng ph\u00e2n t\u00edch nhi\u1ec1u bi\u1ebfn<\/li><li>M\u1ed9t lo\u1ea1t c\u00e1c d\u1eef li\u1ec7u c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c thu th\u1eadp (v\u00ed d\u1ee5: th\u00e1i \u0111\u1ed9, \u00fd ki\u1ebfn, ni\u1ec1m tin, gi\u00e1 tr\u1ecb, h\u00e0nh vi, th\u1ef1c t\u1ebf).<\/li><li>Nh\u1eefng kh\u1ea3o s\u00e1t \u0111\u01b0\u1ee3c ti\u00eau chu\u1ea9n h\u00f3a t\u1ed1t th\u01b0\u1eddng c\u00f3 th\u1ec3 lo\u1ea1i b\u1ecf h\u1ea7u h\u1ebft c\u00e1c l\u1ed7i c\u01a1 b\u1ea3n.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">1.2. Nh\u01b0\u1ee3c \u0111i\u1ec3m<\/h3>\n\n\n\n<p>\u0110\u1ed9 tin c\u1eady c\u1ee7a d\u1eef li\u1ec7u kh\u1ea3o s\u00e1t \u0111\u01b0\u1ee3c th\u01b0\u1eddng ph\u1ee5 thu\u1ed9c v\u00e0o nh\u1eefng y\u1ebfu t\u1ed1 sau:<br><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>N\u1ebfu kh\u00f4ng \u0111\u01b0\u1ee3c khuy\u1ebfn kh\u00edch \u0111\u00fang c\u00e1ch ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t th\u01b0\u1eddng kh\u00f4ng \u0111\u01b0a ra nh\u1eefng c\u00e2u tr\u1ea3 l\u1eddi ch\u00ednh x\u00e1c v\u00e0 ch\u00e2n th\u1eadt.<\/li><li>Nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi c\u00f3 th\u1ec3 c\u1ea3m th\u1ea5y kh\u00f4ng tho\u1ea3i m\u00e1i khi ph\u1ea3i cung c\u1ea5p c\u00e1c th\u00f4ng tin mang t\u00ednh c\u00e1 nh\u00e2n ho\u1eb7c c\u00e1c li\u00ean quan \u0111\u1ebfn c\u00e1c v\u1ea5n \u0111\u1ec1 nh\u1ea1y c\u1ea3m.<\/li><li>C\u00e2u tr\u1ea3 l\u1eddi c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng kh\u1ea3o s\u00e1t c\u00f3 th\u1ec3 thi\u1ebfu ch\u00ednh x\u00e1c v\u00ec h\u1ecd kh\u00f4ng nh\u1edb r\u00f5 v\u1ea5n \u0111\u1ec1 ho\u1eb7c \u0111\u01a1n gi\u1ea3n l\u00e0 c\u1ea3m th\u1ea5y nh\u00e0m ch\u00e1n v\u1edbi cu\u1ed9c kh\u1ea3o s\u00e1t.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>C\u00e1c c\u00e2u h\u1ecfi \u0111\u00f3ng c\u00f3 th\u1ec3 mang l\u1ea1i th\u00f4ng tin \u00edt c\u00f3 gi\u00e1 tr\u1ecb h\u01a1n c\u00e1c lo\u1ea1i c\u00e2u h\u1ecfi kh\u00e1c.<\/li><li>L\u1ed7i d\u1eef li\u1ec7u c\u00f3 th\u1ec3 x\u1ea3y ra khi ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t kh\u00f4ng tr\u1ea3 l\u1eddi \u0111\u1ea7y \u0111\u1ee7 t\u1ea5t c\u1ea3 c\u00e1c c\u00e2u h\u1ecfi. Nguy\u00ean nh\u00e2n l\u00e0 do s\u1ef1 kh\u00e1c nhau trong \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a t\u1eadp m\u1eabu ng\u01b0\u1eddi ch\u1ecdn tr\u1ea3 l\u1eddi v\u00e0 kh\u00f4ng tr\u1ea3 l\u1eddi c\u00e2u h\u1ecfi.<\/li><li>M\u1ed7i ng\u01b0\u1eddi kh\u1ea3o s\u00e1t c\u00f3 th\u1ec3 hi\u1ec3u c\u00e1c l\u1ef1a ch\u1ecdn tr\u1ea3 l\u1eddi theo c\u00e1ch kh\u00e1c nhau, t\u1eeb \u0111\u00f3 d\u1eabn \u0111\u1ebfn s\u1ef1 thi\u1ebfu ch\u00ednh x\u00e1c trong d\u1eef li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c. V\u00ed d\u1ee5, c\u00e2u tr\u1ea3 l\u1eddi \u201ckh\u00e1 \u0111\u1ed3ng \u00fd\u201d c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c hi\u1ec3u kh\u00e1c nhau t\u00f9y v\u00e0o ch\u1ee7 \u0111\u1ec1 v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng tr\u1ea3 l\u1eddi.<\/li><li>Kh\u1ea3o s\u00e1t t\u00f9y ch\u1ec9nh c\u00f3 th\u1ec3 c\u00f3 kh\u1ea3 n\u0103ng m\u1eafc m\u1ed9t s\u1ed1 lo\u1ea1i l\u1ed7i nh\u1ea5t \u0111\u1ecbnh<\/li><\/ul>\n\n\n\n<p class=\"highlight\"> <a href=\"https:\/\/khaosat.me\/blog\/nghien-cuu-thi-truong-la-gi\/\"><strong>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng l\u00e0 g\u00ec? Nh\u1eefng ki\u1ebfn th\u1ee9c khi b\u1eaft \u0111\u1ea7u nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Ph\u01b0\u01a1ng ph\u00e1p ph\u1ecfng v\u1ea5n nh\u00f3m (Focus group)<\/h2>\n\n\n\n<p>Focus group l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng trong \u0111\u00f3 c\u00f3 6-10 \u0111\u1ed1i t\u01b0\u1ee3ng nghi\u00ean c\u1ee9u c\u00f9ng th\u1ea3o lu\u1eadn \u0111\u01b0a ra ki\u1ebfn v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5, concept, ho\u1eb7c m\u1ed9t chi\u1ebfn d\u1ecbch marketing. Cu\u1ed9c th\u1ea3o lu\u1eadn c\u1ee7a nh\u00f3m n\u00e0y s\u1ebd \u0111\u01b0\u1ee3c \u0111i\u1ec1u ph\u1ed1i b\u1edfi m\u1ed9t moderator trong kho\u1ea3ng t\u1eeb 30-90 ph\u00fat \u0111\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u c\u1ea7n thi\u1ebft. Moderator s\u1ebd c\u00f3 m\u1ed9t list 10-12 c\u00e2u h\u1ecfi nh\u1eb1m thu th\u1eadp nh\u1eefng c\u00e2u tr\u1ea3 l\u1eddi c\u00f3 gi\u00e1 tr\u1ecb t\u1eeb nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t. Vai tr\u00f2 c\u1ee7a moderator l\u00e0 l\u1eafng nghe v\u00e0 khuy\u1ebfn kh\u00edch ng\u01b0\u1eddi tham gia chia s\u1ebb quan \u0111i\u1ec3m v\u00e0 \u00fd t\u01b0\u1edfng kh\u00e1c nhau.<br><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"309\" src=\"https:\/\/stawell-wordpress.sgp1.cdn.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phong-van-nhom.jpg\" alt=\"Ph\u01b0\u01a1ng ph\u00e1p ph\u1ecfng v\u1ea5n nh\u00f3m (Focus group)\" class=\"wp-image-5219\" srcset=\"https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phong-van-nhom.jpg 600w, https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phong-van-nhom.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption> Ph\u01b0\u01a1ng ph\u00e1p ph\u1ecfng v\u1ea5n nh\u00f3m (Focus group) <\/figcaption><\/figure><\/div>\n\n\n\n<p>Nh\u00f3m ng\u01b0\u1eddi tham gia s\u1ebd \u0111\u01b0\u1ee3c tuy\u1ec3n ch\u1ecdn d\u1ef1a v\u00e0o l\u1ecbch s\u1eed mua h\u00e0ng, nh\u00e2n kh\u1ea9u h\u1ecdc, t\u00e2m l\u00fd h\u00e0nh vi v\u00e0 th\u01b0\u1eddng kh\u00f4ng bi\u1ebft nh\u1eefng \u0111\u1ed1i t\u01b0\u1ee3ng c\u00f2n l\u1ea1i. \u0110\u1ec3 thu \u0111\u01b0\u1ee3c t\u1ed1i \u0111a s\u1ed1 l\u01b0\u1ee3ng \u00fd ki\u1ebfn v\u00e0 ph\u1ea3n h\u1ed3i, c\u00e1c c\u00f4ng ty nghi\u00ean c\u1ee9u th\u01b0\u1eddng t\u1ed5 ch\u1ee9c 3-4 focus group \u1edf nhi\u1ec1u th\u00e0nh ph\u1ed1 kh\u00e1c nhau.<\/p>\n\n\n\n<p>Nh\u1eefng c\u00e2u tr\u1ea3 l\u1eddi c\u1ee7a ng\u01b0\u1eddi tham gia th\u01b0\u1eddng \u0111\u01b0\u1ee3c thu \u00e2m ho\u1eb7c ghi h\u00ecnh.<br><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2.1. C\u00e1c h\u00ecnh th\u1ee9c c\u1ee7a focus group<br><\/h3>\n\n\n\n<p>Trong nh\u00f3m t\u1eadp trung, ng\u01b0\u1eddi \u0111i\u1ec1u h\u00e0nh \u0111\u01b0a ng\u01b0\u1eddi tham gia qua ba lo\u1ea1i c\u00e2u h\u1ecfi kh\u00e1c nhau \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 thu th\u1eadp c\u00e0ng nhi\u1ec1u th\u00f4ng tin t\u1eeb h\u1ecd c\u00e0ng t\u1ed1t. Ch\u00fang bao g\u1ed3m:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>C\u00e2u h\u1ecfi t\u01b0\u01a1ng t\u00e1c. \u0110\u00e2y l\u00e0 nh\u1eefng c\u00e2u h\u1ecfi d\u1ec5 \u0111\u1eb7t ra t\u1eeb s\u1edbm \u0111\u1ec3 gi\u1edbi thi\u1ec7u cho nh\u1eefng ng\u01b0\u1eddi tham gia v\u1edbi nhau, \u0111\u1ec3 h\u1ecd tho\u1ea3i m\u00e1i h\u01a1n v\u00e0 l\u00e0m quen v\u1edbi ch\u1ee7 \u0111\u1ec1 \u0111\u01b0\u1ee3c th\u1ea3o lu\u1eadn.<\/li><li>C\u00e2u h\u1ecfi th\u0103m d\u00f2. Khi nh\u1eefng ng\u01b0\u1eddi tham gia \u0111\u00e3 b\u1eaft \u0111\u1ea7u th\u01b0 gi\u00e3n v\u00e0 c\u1edfi m\u1edf trong nh\u00f3m, ng\u01b0\u1eddi \u0111i\u1ec1u h\u00e0nh b\u1eaft \u0111\u1ea7u h\u1ecfi s\u00e2u h\u01a1n, th\u0103m d\u00f2 c\u00e1c c\u00e2u h\u1ecfi v\u1ec1 ch\u1ee7 \u0111\u1ec1 v\u00e0 c\u00e1ch ng\u01b0\u1eddi tham gia c\u1ea3m nh\u1eadn v\u1ec1 n\u00f3.&nbsp;<\/li><li>C\u00e2u h\u1ecfi t\u1ed5ng h\u1ee3p. Sau khi ng\u01b0\u1eddi \u0111i\u1ec1u h\u00e0nh tin r\u1eb1ng nh\u00f3m \u0111\u00e3 chia s\u1ebb t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec c\u00f3 th\u1ec3, c\u00e1c c\u00e2u h\u1ecfi t\u1ed5ng h\u1ee3p \u0111\u01b0\u1ee3c \u0111\u1eb7t ra \u0111\u1ec3 x\u00e1c nh\u1eadn r\u1eb1ng m\u1ecdi th\u1ee9 \u0111\u00e3 \u0111\u01b0\u1ee3c n\u00f3i.&nbsp;<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2.2. \u01afu \u0111i\u1ec3m<\/h3>\n\n\n\n<p>Focus group l\u00e0 m\u1ed9t lo\u1ea1i ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng ph\u1ed5 bi\u1ebfn b\u1edfi v\u00ec:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>N\u00f3 th\u01b0\u1eddng c\u00f3 chi ph\u00ed th\u1ea5p h\u01a1n c\u00e1c ph\u01b0\u01a1ng ph\u00e1p kh\u00e1c<\/li><li>C\u00f3 th\u1ec3 t\u1ea1o ra k\u1ebft qu\u1ea3 r\u1ea5t nhanh<\/li><li>D\u1ec5 d\u00e0ng ti\u1ebfn h\u00e0nh<\/li><li>C\u00f3 th\u1ec3 b\u1ed5 sung ph\u1ea3n \u1ee9ng b\u1eb1ng l\u1eddi n\u00f3i v\u1edbi ng\u00f4n ng\u1eef c\u01a1 th\u1ec3 v\u00e0 c\u00e1c t\u00edn hi\u1ec7u phi ng\u00f4n ng\u1eef kh\u00e1c<\/li><li>Th\u00f4ng tin \u0111\u01b0\u1ee3c thu th\u1eadp l\u00e0 trong nh\u1eefng c\u00e2u tr\u1ea3 l\u1eddi c\u1ee7a ch\u00ednh m\u00ecnh, ch\u00ednh x\u00e1c h\u01a1n<\/li><li>K\u1ef9 thu\u1eadt linh ho\u1ea1t v\u00e0 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c \u0111i\u1ec1u ch\u1ec9nh d\u1ef1a tr\u00ean h\u00e0nh vi nh\u00f3m<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2.3. Nh\u01b0\u1ee3c \u0111i\u1ec3m<\/h3>\n\n\n\n<p>B\u1edfi v\u00ec m\u1ed9t nh\u00f3m t\u1eadp trung li\u00ean quan \u0111\u1ebfn nhi\u1ec1u ng\u01b0\u1eddi tham gia, nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a vi\u1ec7c s\u1eed d\u1ee5ng k\u1ef9 thu\u1eadt n\u00e0y th\u01b0\u1eddng li\u00ean quan \u0111\u1ebfn s\u1ef1 t\u01b0\u01a1ng t\u00e1c gi\u1eefa nh\u1eefng ng\u01b0\u1eddi tham gia:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Ng\u01b0\u1eddi tham gia c\u00f3 th\u1ec3 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi nh\u1eefng ng\u01b0\u1eddi kh\u00e1c trong nh\u00f3m<\/li><li>Ng\u01b0\u1eddi tham gia \u0111\u1ed9c \u0111o\u00e1n c\u00f3 th\u1ec3 sai l\u1ec7ch k\u1ebft qu\u1ea3<\/li><li>K\u1ebft qu\u1ea3 t\u1eeb m\u1ed9t nh\u00f3m m\u1eabu nh\u1ecf c\u00f3 th\u1ec3 lu\u00f4n lu\u00f4n \u0111\u01b0\u1ee3c t\u1ed5ng qu\u00e1t h\u00f3a cho s\u1ed1 l\u01b0\u1ee3ng l\u1edbn h\u01a1n.<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">2.4. C\u00e1c lo\u1ea1i Focus group<br><\/h3>\n\n\n\n<p>Nh\u1eefng lo\u1ea1i focus group kh\u00e1c nhau s\u1ebd ph\u00f9 h\u1ee3p trong t\u1eebng tr\u01b0\u1eddng h\u1ee3p kh\u00e1c nhau:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Focus group nh\u1ecf th\u01b0\u1eddng c\u00f3 4-5 ng\u01b0\u1eddi tham gia<\/li><li>Focus group online, \u0111\u1ed1i t\u01b0\u1ee3ng kh\u1ea3o s\u00e1t s\u1eed d\u1ee5ng video chat \u0111\u1ec3 tham gia th\u1ea3o lu\u1eadn t\u1eeb xa<\/li><li>Focus group hai chi\u1ec1u. Trong d\u1ea1ng n\u00e0y, m\u1ed9t focus group s\u1ebd quan s\u00e1t v\u00e0 c\u00f9ng th\u1ea3o lu\u1eadn v\u1ec1 nh\u1eefng g\u00ec h\u1ecd th\u1ea5y ho\u1eb7c nghe t\u1eeb m\u1ed9t focus group kh\u00e1c.<\/li><\/ul>\n\n\n\n<ul class=\"wp-block-list\"><li>Focus group c\u00f3 2 moderator. D\u1ea1ng n\u00e0y s\u1ebd c\u00f3 2 moderator, m\u1ed9t ng\u01b0\u1eddi tr\u1ef1c ti\u1ebfp d\u1eabn d\u1eaft v\u00e0 ng\u01b0\u1eddi c\u00f2n l\u1ea1i s\u1ebd ch\u1ecbu tr\u00e1ch nhi\u1ec7m quan s\u00e1t v\u00e0 ghi ch\u00fa.<\/li><li>Focus group t\u1eeb c\u00f4ng ty kh\u00e1ch h\u00e0ng. Nh\u1eefng ng\u01b0\u1eddi \u0111\u1ea1i di\u1ec7n c\u1ee7a c\u00f4ng ty ho\u1eb7c s\u1ea3n ph\u1ea9m c\u1ea7n nghi\u00ean c\u1ee9u s\u1ebd \u0111\u00f3ng vai tr\u00f2 l\u00e0 ng\u01b0\u1eddi tham gia trong focus group.<\/li><li><\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">3. Ph\u01b0\u01a1ng ph\u00e1p ph\u1ecfng v\u1ea5n c\u00e1 nh\u00e2n (In-Depth Interview)<\/h2>\n\n\n\n<p>Ph\u1ecfng v\u1ea5n c\u00e1 nh\u00e2n l\u00e0 ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng gi\u00fap thu th\u1eadp d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh b\u1eb1ng c\u00e1ch ti\u1ebfp x\u00fac v\u00e0 t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp v\u1edbi ng\u01b0\u1eddi tham gia kh\u1ea3o s\u00e1t (one-on-one). D\u1ea1ng kh\u1ea3o s\u00e1t n\u00e0y c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n th\u00f4ng qua g\u1eb7p g\u1ee1 tr\u1ef1c ti\u1ebfp ho\u1eb7c qua \u0111i\u1ec7n tho\u1ea1i. \u0110\u1ec3 thu \u0111\u01b0\u1ee3c th\u00f4ng tin h\u1eefu \u00edch v\u00e0 \u0111\u00e1ng tin c\u1eady t\u1eeb ph\u01b0\u01a1ng ph\u00e1p ph\u1ecfng v\u1ea5n c\u00e1 nh\u00e2n, \u0111\u00f2i h\u1ecfi ng\u01b0\u1eddi \u0111i\u1ec1u h\u00e0nh kh\u1ea3o s\u00e1t ph\u1ea3i c\u00f3 k\u1ef9 n\u0103ng n\u1eafm b\u1eaft th\u00f4ng tin v\u00e0 \u0111\u00e0o s\u00e2u \u0111\u1ec3 tr\u00e1nh vi\u1ec7c b\u1ecb s\u00f3t th\u00f4ng tin quan tr\u1ecdng.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">3.1. \u01afu \u0111i\u1ec3m<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Ng\u01b0\u1eddi ph\u1ecfng v\u1ea5n c\u00f3 th\u1ec3 thi\u1ebft l\u1eadp m\u1ed1i quan h\u1ec7 v\u1edbi nh\u1eefng ng\u01b0\u1eddi tham gia \u0111\u1ec3 khi\u1ebfn h\u1ecd c\u1ea3m th\u1ea5y tho\u1ea3i m\u00e1i h\u01a1n, \u0111i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 t\u1ea1o ra nh\u1eefng ph\u1ea3n h\u1ed3i s\u00e2u s\u1eafc h\u01a1n, \u0111\u1eb7c bi\u1ec7t l\u00e0 khi ch\u1ee7 \u0111\u1ec1 ph\u1ecfng v\u1ea5n li\u00ean quan \u0111\u1ebfn c\u00e1c v\u1ea5n \u0111\u1ec1 nh\u1ea1y c\u1ea3m.<\/li><li>Ng\u01b0\u1eddi ph\u1ecfng v\u1ea5n c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u0111\u1eb7t nh\u1eefng c\u00e2u h\u1ecfi ti\u1ebfp follow-up, th\u0103m d\u00f2 th\u00f4ng tin b\u1ed5 sung v\u00e0 quay l\u1ea1i c\u00e1c c\u00e2u h\u1ecfi ch\u00ednh m\u1ed9t c\u00e1ch d\u1ec5 d\u00e0ng. T\u1eeb \u0111\u00f3 c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 th\u00e1i \u0111\u1ed9, nh\u1eadn th\u1ee9c, \u0111\u1ed9ng l\u1ef1c, h\u00e0nh vi,&#8230; c\u1ee7a ng\u01b0\u1eddi \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t.<\/li><li>Ng\u01b0\u1eddi ph\u1ecfng v\u1ea5n c\u00f3 th\u1ec3 quan s\u00e1t nh\u1eefng thay \u0111\u1ed5i trong gi\u1ecdng \u0111i\u1ec7u v\u00e0 l\u1ef1a ch\u1ecdn t\u1eeb ng\u1eef \u0111\u1ec3 hi\u1ec3u s\u00e2u h\u01a1n v\u1ec1 ng\u01b0\u1eddi \u0111\u01b0\u1ee3c ph\u1ecfng v\u1ea5n. N\u1ebfu \u0111\u00f3 l\u00e0 m\u1ed9t cu\u1ed9c ph\u1ecfng v\u1ea5n m\u1eb7t \u0111\u1ed1i m\u1eb7t, ng\u00f4n ng\u1eef c\u01a1 th\u1ec3 c\u0169ng l\u00e0 m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng c\u1ea7n quan s\u00e1t.<\/li><li>Ch\u1ea5t l\u01b0\u1ee3ng m\u1eabu s\u1ebd t\u1ed1t h\u01a1n c\u00e1c ph\u01b0\u01a1ng ph\u00e1p thu th\u1eadp d\u1eef li\u1ec7u kh\u00e1c<\/li><li>Thu th\u1eadp \u0111\u01b0\u1ee3c nh\u1eefng th\u00f4ng tin r\u00f5 r\u00e0ng v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb t\u1eeb m\u1ed9t s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi tham gia \u00edt h\u01a1n.<\/li><li>Tr\u00e1nh \u0111\u01b0\u1ee3c nh\u1eefng r\u1ee7i ro nh\u01b0 ng\u01b0\u1eddi ph\u1ecfng v\u1ea5n b\u1ecb ph\u00e2n t\u00e2m ho\u1eb7c b\u1ecb \u00e1p l\u1ef1c t\u1eeb ng\u01b0\u1eddi kh\u00e1c (peer-pressure) nh\u01b0 ph\u01b0\u01a1ng ph\u00e1p focus group<\/li><li>Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y th\u01b0\u1eddng thu th\u1eadp \u0111\u01b0\u1ee3c nh\u1eefng th\u00f4ng tin c\u00f3 gi\u00e1 tr\u1ecb nhanh h\u01a1n<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">3.2. Nh\u01b0\u1ee3c \u0111i\u1ec3m<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Ph\u01b0\u01a1ng ph\u00e1p ph\u1ecfng v\u1ea5n tr\u1ef1c ti\u1ebfp th\u01b0\u1eddng m\u1ea5t nhi\u1ec1u th\u1eddi gian h\u01a1n, n\u00f3 \u0111\u00f2i h\u1ecfi ph\u1ea3i ti\u1ebfn h\u00e0nh nhi\u1ec1u c\u00f4ng vi\u1ec7c nh\u01b0 ghi ch\u00e9p, t\u1ed5 ch\u1ee9c, ph\u00e2n t\u00edch v\u00e0 b\u00e1o c\u00e1o.<\/li><li>Ng\u01b0\u1eddi \u0111i\u1ec1u h\u00e0nh ph\u1ecfng v\u1ea5n \u0111\u00f2i h\u1ecfi ph\u1ea3i c\u00f3 k\u1ef9 n\u0103ng v\u00e0 kinh nghi\u1ec7m \u0111\u1ec3 cu\u1ed9c ph\u1ecfng v\u1ea5n c\u00f3 th\u1ec3 mang l\u1ea1i nh\u1eefng th\u00f4ng tin gi\u00e1 tr\u1ecb.<\/li><li>Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y th\u01b0\u1eddng c\u00f3 chi ph\u00ed cao h\u01a1n<\/li><li>Ng\u01b0\u1eddi \u0111\u01b0\u1ee3c ph\u1ecfng v\u1ea5n ph\u1ea3i \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn k\u1ef9 c\u00e0ng \u0111\u1ec3 tr\u00e1nh vi\u1ec7c thi\u00ean v\u1ecb, t\u1eeb \u0111\u00f3 khi\u1ebfn quy tr\u00ecnh ch\u1ecdn m\u1eabu tr\u1edf n\u00ean ph\u1ee9c t\u1ea1p h\u01a1n<\/li><li>Ng\u01b0\u1eddi tham gia ph\u1ecfng v\u1ea5n th\u01b0\u1eddng mong \u0111\u1ee3i nh\u1eefng l\u1ee3i \u00edch cao h\u01a1n c\u00e1c d\u1ea1ng kh\u00e1c<\/li><\/ul>\n\n\n\n<p>Vi\u1ec7c c\u00f3 n\u00ean \u00e1p d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p ph\u1ecfng v\u1ea5n tr\u1ef1c ti\u1ebfp v\u00e0o d\u1ef1 \u00e1n nghi\u00ean c\u1ee9u hay kh\u00f4ng ph\u1ee5 thu\u1ed9c v\u00e0o nhi\u1ec1u y\u1ebfu t\u1ed1 nh\u01b0 timeline, ng\u00e2n s\u00e1ch, c\u01a1 h\u1ed9i c\u0169ng nh\u01b0 vi\u1ec7c ph\u1ed1i h\u1ee3p v\u1edbi c\u00e1c ph\u01b0\u01a1ng ph\u00e1p thu th\u1eadp th\u00f4ng tin kh\u00e1c.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">4. Ph\u01b0\u01a1ng ph\u00e1p quan s\u00e1t h\u00e0nh vi (Observation)<\/h2>\n\n\n\n<p>Trong nhi\u1ec1u t\u00ecnh hu\u1ed1ng, vi\u1ec7c m\u1ed9t h\u00e0nh \u0111\u1ed9ng c\u1ee5 th\u1ec3 x\u1ea3y ra c\u00f3 th\u1ec3 c\u00f3 gi\u00e1 tr\u1ecb cao h\u01a1n r\u1ea5t nhi\u1ec1u so v\u1edbi l\u1eddi n\u00f3i th\u00f4ng th\u01b0\u1eddng. L\u1ee3i \u00edch ch\u00ednh c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u00f4ng qua quan s\u00e1t l\u00e0 t\u00ecm hi\u1ec3u \u0111\u01b0\u1ee3c ch\u00ednh x\u00e1c nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng s\u1ebd th\u1ef1c hi\u1ec7n khi \u0111\u1ee9ng tr\u01b0\u1edbc nh\u1eefng l\u1ef1a ch\u1ecdn. V\u00ec con ng\u01b0\u1eddi th\u01b0\u1eddng kh\u00f3 d\u1ef1 \u0111o\u00e1n, h\u1ecd c\u00f3 th\u1ec3 n\u00f3i v\u00e0 h\u00e0nh \u0111\u1ed9ng kh\u00e1c nhau. Tuy nhi\u00ean, ph\u01b0\u01a1ng ph\u00e1p n\u00e0y c\u0169ng c\u00f3 nhi\u1ec1u l\u1ed7 h\u1ed5ng, do \u0111\u00f3 c\u1ea7n s\u1ef1 ph\u1ed1i h\u1ee3p t\u1ed1t v\u1edbi c\u00e1c chi\u1ebfn l\u01b0\u1ee3c nghi\u00ean c\u1ee9u kh\u00e1c.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"450\" src=\"https:\/\/stawell-wordpress.sgp1.cdn.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phuong-phap-quan-sat-hanh-vi.jpg\" alt=\"Ph\u01b0\u01a1ng ph\u00e1p quan s\u00e1t h\u00e0nh vi (Observation)\" class=\"wp-image-5218\" srcset=\"https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phuong-phap-quan-sat-hanh-vi.jpg 600w, https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phuong-phap-quan-sat-hanh-vi.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption> Ph\u01b0\u01a1ng ph\u00e1p quan s\u00e1t h\u00e0nh vi (Observation) <\/figcaption><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">4.1. \u01afu \u0111i\u1ec3m<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y mang \u0111\u1ebfn m\u1ed9t g\u00f3c nh\u00ecn th\u1ef1c t\u1ebf h\u01a1n, v\u00e0 mi\u00eau t\u1ea3 h\u00e0nh vi c\u1ee7a kh\u00e1ch h\u00e0ng t\u1ed1t h\u01a1n nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p mang t\u00ednh gi\u1ea3 thuy\u1ebft kh\u00e1c<\/li><li>C\u00f3 th\u1ec3 quan s\u00e1t s\u1ef1 kh\u00e1c bi\u1ec7t c\u1ee7a h\u00e0nh vi kh\u00e1ch h\u00e0ng khi ra quy\u1ebft \u0111\u1ecbnh mua h\u00e0ng theo c\u00e1 nh\u00e2n v\u00e0 theo nh\u00f3m.<\/li><li>Ph\u01b0\u01a1ng ph\u00e1p cho ph\u00e9p nh\u00e0 nghi\u00ean c\u1ee9u t\u1ea1o ra t\u00ecnh hu\u1ed1ng gi\u1ea3 \u0111\u1ecbnh v\u00e0 thu th\u1eadp \u0111\u01b0\u1ee3c ph\u1ea3n \u1ee9ng th\u1ef1c t\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng, thay v\u00ec ph\u1ea3i d\u1ef1 \u0111o\u00e1n n\u00f3 qua d\u1ef1 li\u1ec7u<\/li><li>Vi\u1ec7c quan s\u00e1t h\u00e0nh vi ban \u0111\u1ea7u theo nh\u00e2n kh\u1ea9u h\u1ecdc s\u1ebd hi\u1ec7u qu\u1ea3 h\u01a1n<\/li><li>N\u1ebfu ch\u00e2n dung kh\u00e1ch h\u00e0ng \u0111\u00f2i h\u1ecfi c\u00e1c th\u00f4ng tin phi ng\u00f4n ng\u1eef, ph\u01b0\u01a1ng ph\u00e1p quan s\u00e1t s\u1ebd l\u00e0 l\u1ef1a ch\u1ecdn h\u1ee3p l\u00fd<\/li><li>Ph\u01b0\u01a1ng ph\u00e1p cung c\u1ea5p nh\u1eefng thang \u0111o \u0111\u00e1ng tin c\u1eady h\u01a1n v\u1ec1 h\u00e0nh vi th\u1ef1c t\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng so v\u1edbi nh\u1eefng b\u00e1o c\u00e1o d\u1ef1a tr\u00ean nh\u1eefng d\u1eef li\u1ec7u th\u00f4ng th\u01b0\u1eddng<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">4.2. Nh\u01b0\u1ee3c \u0111i\u1ec3m<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Th\u00f4ng tin thu th\u1eadp \u0111\u01b0\u1ee3c s\u1ebd b\u1ecb chi ph\u1ed1i b\u1edfi quan \u0111i\u1ec3m c\u00e1 nh\u00e2n (v\u1ec1 nh\u00e2n kh\u1ea9u h\u1ecdc) c\u1ee7a ng\u01b0\u1eddi quan s\u00e1t<\/li><li>&nbsp;Ng\u01b0\u1eddi quan s\u00e1t kh\u00f4ng th\u1ec3 \u201cth\u1ea5y\u201d \u0111\u01b0\u1ee3c th\u00e1i \u0111\u1ed9 v\u00e0 k\u00ed \u1ee9c hay tr\u1ea3i nghi\u1ec7m v\u1ec1 s\u1ea3n ph\u1ea9m \/ d\u1ecbch v\u1ee5 \u0111\u1ec3 \u0111\u01b0a ra nh\u1eefng nh\u1eadn \u0111\u1ecbnh ch\u00ednh x\u00e1c v\u1ec1 h\u00e0nh vi c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng<\/li><li>B\u1ecb \u0111\u1ed9ng trong vi\u1ec7c ch\u1ecdn m\u1eabu khi \u0111\u1ed1i t\u01b0\u1ee3ng c\u1ea7n kh\u1ea3o s\u00e1t ch\u1ec9 xu\u1ea5t hi\u1ec7n ng\u1eabu nhi\u00ean<\/li><li>Vi\u1ec7c quan s\u00e1t ch\u1ec9 ph\u1ea3n \u00e1nh \u0111\u01b0\u1ee3c m\u1ed9t ph\u1ea7n. Trong r\u1ea5t nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p, quan \u0111i\u1ec3m v\u00e0 th\u00e1i \u0111\u1ed9 c\u1ee7a kh\u00e1ch h\u00e0ng kh\u00f4ng th\u1ec3 hi\u1ec7n r\u00f5 r\u00e0ng qua h\u00e0nh \u0111\u1ed9ng<\/li><\/ul>\n\n\n\n<p>Ph\u01b0\u01a1ng ph\u00e1p quan s\u00e1t c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 b\u1edfi nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p kh\u00e1c \u0111\u1ec3 c\u00f3 \u0111\u01b0\u1ee3c nh\u1eefng th\u00f4ng tin ch\u00ednh x\u00e1c nh\u1ea5t v\u1ec1 v\u1ea5n \u0111\u1ec1 nghi\u00ean c\u1ee9u. V\u00ed d\u1ee5, focus group c\u00f3 th\u1ec3 gi\u00fap x\u00e1c \u0111\u1ecbnh suy ngh\u0129 v\u00e0 quan \u0111i\u1ec3m, trong khi ph\u01b0\u01a1ng ph\u00e1p quan s\u00e1t s\u1ebd \u0111\u00e1nh nh\u1eefng th\u00f4ng tin \u0111\u00f3 qua h\u00e0nh vi th\u1ef1c t\u1ebf.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. Ph\u01b0\u01a1ng ph\u00e1p th\u1eed nghi\u1ec7m (Central Location Test)<\/h2>\n\n\n\n<p>Central Location Test l\u00e0 ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ecbnh t\u00ednh trong \u0111\u00f3 cu\u1ed9c kh\u1ea3o s\u00e1t di\u1ec5n \u1edf m\u1ed9t \u0111\u1ecba \u0111i\u1ec3m c\u1ee5 th\u1ec3 n\u01a1i m\u00e0 ng\u01b0\u1eddi nghi\u00ean c\u1ee9u c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t t\u00ecnh tr\u1ea1ng m\u00f4i tr\u01b0\u1eddng theo \u0111\u00fang \u00fd \u0111\u1ed3 c\u1ee7a cu\u1ed9c nghi\u00ean c\u1ee9u. Nh\u01b0 trung t\u00e2m th\u01b0\u01a1ng m\u1ea1i, nh\u00e0 h\u00e0ng, tr\u01b0\u1eddng h\u1ecdc, nh\u00e0 th\u1eddi, kh\u00e1ch s\u1ea1n, testing lab,&#8230;.<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"200\" src=\"https:\/\/stawell-wordpress.sgp1.cdn.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phuong-phap-chay-thu-nghiem.jpg\" alt=\"Ph\u01b0\u01a1ng ph\u00e1p th\u1eed nghi\u1ec7m (Central Location Test)\" class=\"wp-image-5221\" srcset=\"https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phuong-phap-chay-thu-nghiem.jpg 600w, https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/08\/phuong-phap-chay-thu-nghiem.jpg 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption> Ph\u01b0\u01a1ng ph\u00e1p th\u1eed nghi\u1ec7m (Central Location Test) <\/figcaption><\/figure><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">5.1. \u01afu \u0111i\u1ec3m<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Lo\u1ea1i b\u1ecf \u0111\u01b0\u1ee3c c\u00e1c y\u1ebfu t\u1ed1 ngo\u1ea1i t\u00e1c g\u00e2y \u1ea3nh h\u01b0\u1edfng do ng\u01b0\u1eddi t\u1ed5 ch\u1ee9c nghi\u00ean c\u1ee9u c\u00f3 th\u1ec3 ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c m\u00f4i tr\u01b0\u1eddng. V\u00ed d\u1ee5, t\u1ea5t c\u1ea3 ng\u01b0\u1eddi tham gia kh\u1ea3o s\u00e1t s\u1ebd \u0111\u01b0\u1ee3c cho xem m\u1ed9t s\u1ea3n ph\u1ea9m v\u1edbi c\u00f9ng m\u1ed9t c\u00e1ch tr\u00ecnh b\u00e0y, bao b\u00ec,&#8230;<\/li><li>Ng\u01b0\u1eddi kh\u1ea3o s\u00e1t c\u00f3 th\u1ec3 thu \u0111\u01b0\u1ee3c nh\u1eefng th\u00f4ng tin \u201cth\u00f4\u201d kh\u00f4ng ch\u1ec9 t\u1eeb vi\u1ec7c quan s\u00e1t nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng n\u00f3i, m\u00e0 c\u00f2n b\u1edfi ng\u00f4n ng\u1eef c\u01a1 th\u1ec3 c\u1ee7a h\u1ecd.<\/li><li>Ng\u01b0\u1eddi kh\u1ea3o s\u00e1t c\u00f3 th\u1ec3 \u0111\u00e0o s\u00e2u b\u1eb1ng nh\u1eefng c\u00e2u h\u1ecfi follow-up d\u1ef1a tr\u00ean ph\u1ea3n \u1ee9ng ho\u1eb7c c\u00e2u tr\u1ea3 l\u1eddi c\u1ee7a kh\u00e1ch h\u00e0ng<\/li><li>Ngo\u00e0i nh\u1eefng s\u1ea3n ph\u1ea9m h\u1eefu h\u00ecnh, ng\u01b0\u1eddi kh\u1ea3o s\u00e1t c\u00f2n c\u00f3 th\u1ec3 t\u00ecm hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng y\u1ebfu t\u1ed1 v\u00f4 h\u00ecnh nh\u01b0 th\u00f4ng \u0111i\u1ec7p qu\u1ea3ng c\u00e1o, c\u1ea3m nh\u1eadn t\u1eeb c\u00e1c gi\u00e1c quan<\/li><li>Vi\u1ec7c book m\u1ed9t \u0111\u1ecba \u0111i\u1ec3m ph\u00f9 h\u1ee3p th\u01b0\u1eddng kh\u00f4ng qu\u00e1 t\u1ed1n k\u00e9m<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5.2.  Nh\u01b0\u1ee3c \u0111i\u1ec3m<\/h3>\n\n\n\n<ul class=\"wp-block-list\"><li>Central Location Test l\u00e0 m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u t\u1ed1n k\u00e9m nh\u1ea5t, n\u00f3 bao g\u1ed3m chi ph\u00ed chu\u1ea9n b\u1ecb \u0111\u1ecba \u0111i\u1ec3m, chi ph\u00ed qu\u00e0 t\u1eb7ng, chi ph\u00ed cho s\u1ea3n ph\u1ea9m d\u00f9ng th\u1eed<\/li><li>K\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u ph\u1ee5 thu\u1ed9c nhi\u1ec1u v\u00e0o c\u1ea3m x\u00fac c\u1ee7a ng\u01b0\u1eddi th\u1eed s\u1ea3n ph\u1ea9m<\/li><li>Vi\u1ec7c chu\u1ea9n b\u1ecb cho bu\u1ed5i nghi\u00ean c\u1ee9u r\u1ea5t ph\u1ee9c t\u1ea1p v\u00e0 t\u1ed1n th\u1eddi gian<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">5.3. Nh\u1eefng lo\u1ea1i Central Location Test ph\u1ed5 bi\u1ebfn<\/h3>\n\n\n\n<p>C\u00f3 5 lo\u1ea1i CTl ph\u1ed5 bi\u1ebfn, bao g\u1ed3m<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Test \u0111\u1ed9c l\u1eadp. M\u1ed7i ng\u01b0\u1eddi tham gia s\u1ebd ch\u1ec9 t\u1eadp trung v\u00e0o duy nh\u1ea5t m\u1ed9t s\u1ea3n ph\u1ea9m. M\u1ee5c \u0111\u00edch nh\u1eb1m x\u00e1c \u0111\u1ecbnh li\u1ec7u s\u1ea3n ph\u1ea9m s\u1ebd \u0111\u01b0\u1ee3c ch\u1ea5p nh\u1eadn b\u1edfi kh\u00e1ch h\u00e0ng khi \u0111\u01b0\u1ee3c tung ra th\u1ecb tr\u01b0\u1eddng hay kh\u00f4ng<\/li><li>Test so s\u00e1nh. M\u1ed7i ng\u01b0\u1eddi tham gia s\u1ebd \u0111\u01b0\u1ee3c th\u1eed \u0111\u1ed3ng th\u1eddi 2 s\u1ea3n ph\u1ea9m, v\u00e0 sau \u0111\u00f3 tr\u1ea3 l\u1eddi nh\u1eefng c\u00e2u h\u1ecfi \u0111\u00e1nh gi\u00e1 c\u00e1c y\u1ebfu t\u1ed1 c\u01a1 b\u1ea3n v\u1ec1 s\u1ea3n ph\u1ea9m \u0111\u1ec3 x\u1ebfp h\u1ea1ng ch\u00fang.<\/li><li>Test \u0111\u1ed9c l\u1eadp k\u00e9p. M\u1ed7i ng\u01b0\u1eddi tham gia s\u1ebd \u0111\u01b0\u1ee3c th\u1eed l\u1ea7n l\u01b0\u1ee3t 2 s\u1ea3n ph\u1ea9m v\u00e0 \u0111\u00e1nh gi\u00e1 t\u1eebng s\u1ea3n ph\u1ea9m (v\u00e0o 2 th\u1eddi \u0111i\u1ec3m \u0111\u1ed9c l\u1eadp). Sau khi k\u1ebft th\u00fac qu\u00e1 tr\u00ecnh, s\u1ebd \u0111\u01b0a ra x\u1ebfp h\u1ea1ng c\u1ee5 th\u1ec3. Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y gi\u00fap lo\u1ea1i b\u1ecf vi\u1ec7c ph\u00f3ng \u0111\u1ea1i s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa 2 s\u1ea3n ph\u1ea9m c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p test so s\u00e1nh.<\/li><li>Proto-Monadic Test: m\u1ed7i ng\u01b0\u1eddi tham gia s\u1ebd \u0111\u01b0\u1ee3c cho th\u1eed s\u1ea3n ph\u1ea9m th\u1ee9 nh\u1ea5t v\u00e0 \u0111\u01b0a ra \u0111\u00e1nh gi\u00e1, sau \u0111\u00f3 s\u1ebd th\u1eed v\u00e0 \u0111\u00e1nh gi\u00e1 ti\u1ebfp s\u1ea3n ph\u1ea9m th\u1ee9 2<\/li><li>Repeat Paired Comparison Test: ng\u01b0\u1eddi tham gia s\u1ebd th\u1eed v\u00e0 \u0111\u00e1nh gi\u00e1 c\u1ea3 2 s\u1ea3n ph\u1ea9m 2 hay nhi\u1ec1u l\u1ea7n. L\u00fd do cho vi\u1ec7c n\u00e0y l\u00e0 gi\u00fap c\u1ee7ng c\u1ed1 ni\u1ec1m tin trong \u00fd ki\u1ebfn c\u1ee7a ng\u01b0\u1eddi tham gia. V\u00ed d\u1ee5, ng\u01b0\u1eddi A kh\u00f4ng th\u00edch m\u00e0u v\u00e0ng v\u00e0 s\u1ea3n ph\u1ea9m th\u1ee9 nh\u1ea5t c\u00f3 bao b\u00ec m\u00e0u v\u00e0ng, ng\u01b0\u1eddi n\u00e0y s\u1ebd c\u00f3 xu h\u01b0\u1edbng \u0111\u01b0a ra \u00fd ki\u1ebfn ti\u00eau c\u1ef1c v\u1ec1 s\u1ea3n ph\u1ea9m. Tuy nhi\u00ean, n\u1ebfu \u0111\u01b0\u1ee3c \u0111\u00e1nh gi\u00e1 l\u1ea1i s\u1ea3n ph\u1ea9m nhi\u1ec1u l\u1ea7n, h\u1ecd s\u1ebd ph\u1ea7n n\u00e0o b\u1ecf qua \u0111\u1ecbnh ki\u1ebfn c\u00e1 nh\u00e2n v\u00e0 t\u1eadp trung v\u00e0o nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng c\u1ee7a lo\u1ea1i s\u1ea3n ph\u1ea9m&nbsp;<\/li><\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">6. Ph\u01b0\u01a1ng ph\u00e1p cho d\u00f9ng th\u1eed t\u1ea1i nh\u00e0 (In-Home Usage Test)<\/h2>\n\n\n\n<p>\u0110\u00e2y l\u00e0 ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng b\u1eb1ng c\u00e1ch cung c\u1ea5p c\u00e1c s\u1ea3n ph\u1ea9m mi\u1ec5n ph\u00ed \u0111\u1ec3 kh\u00e1ch h\u00e0ng d\u00f9ng th\u1eed ngay t\u1ea1i nh\u00e0. N\u00f3 gi\u00fap nh\u00e0 nghi\u00ean c\u1ee9u hi\u1ec3u th\u00eam v\u1ec1 c\u00e1ch ng\u01b0\u1eddi d\u00f9ng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m t\u1ea1i nh\u00e0 so v\u1edbi m\u1ed9t m\u00f4i tr\u01b0\u1eddng nh\u00e2n t\u1ea1o.<\/p>\n\n\n\n<p>IHUT th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi c\u00e1c marketer v\u00e0 brand manager \u0111\u1ec3 t\u00ecm hi\u1ec3u th\u00eam v\u1ec1 \u00fd ki\u1ebfn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u01b0\u1edbc khi tung m\u1ed9t s\u1ea3n ph\u1ea9m ra th\u1ecb tr\u01b0\u1eddng. Ng\u01b0\u1eddi tham gia c\u00f3 \u0111\u01b0\u1ee3c y\u00eau c\u1ea7u ch\u1ee5p \u1ea3nh ho\u1eb7c video s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng b\u1edfi ai? S\u1eed d\u1ee5ng nh\u01b0 th\u1ebf n\u00e0o? T\u1ea1i \u0111\u00e2u? C\u0169ng nh\u01b0 ghi l\u1ea1i c\u1ea3 nh\u1eefng ph\u1ea3n \u1ee9ng ti\u00eau c\u1ef1c ho\u1eb7c t\u00edch c\u1ef1c. T\u1eeb \u0111\u00f3 hi\u1ec3u \u0111\u01b0\u1ee3c nh\u1eefng h\u00e0nh vi, ph\u1ea3n \u1ee9ng t\u1ef1 nhi\u00ean nh\u1ea5t trong cu\u1ed9c s\u1ed1ng c\u00e1 nh\u00e2n c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<br><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"494\" src=\"https:\/\/stawell-wordpress.sgp1.cdn.digitaloceanspaces.com\/wp-content\/uploads\/2019\/09\/phuong-phap-cho-dung-thu-tai-nha-min.png\" alt=\"Ph\u01b0\u01a1ng ph\u00e1p cho d\u00f9ng th\u1eed t\u1ea1i nh\u00e0 (In-Home Usage Test)\" class=\"wp-image-5507\" srcset=\"https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/09\/phuong-phap-cho-dung-thu-tai-nha-min.png 600w, https:\/\/stawell-wordpress.sgp1.digitaloceanspaces.com\/wp-content\/uploads\/2019\/09\/phuong-phap-cho-dung-thu-tai-nha-min.png 300w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><figcaption> Ph\u01b0\u01a1ng ph\u00e1p cho d\u00f9ng th\u1eed t\u1ea1i nh\u00e0 (In-Home Usage Test) <\/figcaption><\/figure><\/div>\n\n\n\n<p>Ngo\u00e0i ra, IHUT th\u01b0\u1eddng \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p v\u1edbi m\u1ed9t kh\u1ea3o s\u00e1t ch\u00ednh th\u1ee9c \u0111\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u \u0111\u1ecbnh l\u01b0\u1ee3ng v\u1ec1 \u1ea5n t\u01b0\u1ee3ng \u0111\u1ea7u ti\u00ean, s\u1ef1 y\u00eau th\u00edch, s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a s\u1ea3n ph\u1ea9m v\u00e0 kh\u1ea3 n\u0103ng mua s\u1ea3n ph\u1ea9m sau l\u1ea7n s\u1eed d\u1ee5ng \u0111\u1ea7u ti\u00ean ho\u1eb7c m\u1ed9t tu\u1ea7n ho\u1eb7c m\u1ed9t th\u00e1ng \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh li\u1ec7u nh\u1eefng \u0111\u00e1nh gi\u00e1 \u0111\u00f3 c\u00f3 thay \u0111\u1ed5i hay kh\u00f4ng. C\u00e1c kh\u1ea3o s\u00e1t \u0111\u1ecbnh l\u01b0\u1ee3ng n\u00e0y th\u01b0\u1eddng s\u1ebd \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 t\u1ea1o ra c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 t\u1ed5ng th\u1ec3 s\u1ea3n ph\u1ea9m, c\u0169ng nh\u01b0 c\u00e1c t\u00ednh n\u0103ng r\u1ea5t c\u1ee5 th\u1ec3 c\u1ee7a s\u1ea3n ph\u1ea9m &#8211; \u00fd ki\u1ebfn v\u1ec1 h\u01b0\u01a1ng v\u1ecb, c\u1ea3m nh\u1eadn, m\u00f9i, quan s\u00e1t v\u00e0 \u00e2m thanh. Nh\u01b0 li\u1ec7u th\u00f4ng \u0111i\u1ec7p tr\u00ean bao b\u00ec c\u1ee7a s\u1ea3n ph\u1ea9m c\u00f3 d\u1ec5 hi\u1ec3u hay kh\u00f4ng? Bao b\u00ec c\u00f3 d\u1ec5 m\u1edf hay kh\u00f4ng? N\u1ebfu s\u1ea3n ph\u1ea9m l\u00e0 th\u1ef1c ph\u1ea9m, li\u1ec7u n\u00f3 c\u00f3 v\u1ecb nh\u01b0 th\u1ebf n\u00e0o (ng\u1ecdt, m\u1eb7n, \u0111\u1eafng, chua, cay, b\u00e9o,&#8230;)<br><\/p>\n\n\n\n<p>IHUT l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p c\u00f3 m\u1eb7t l\u1ee3i v\u01b0\u1ee3t tr\u1ed9i so v\u1edbi h\u1ea1n ch\u1ebf. Tuy nhi\u00ean, v\u1eabn c\u00f3 m\u1ed9t s\u1ed1 tr\u01b0\u1eddng h\u1ee3p b\u1ea1n kh\u00f4ng n\u00ean s\u1eed d\u1ee5ng n\u00f3:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>IHUT th\u01b0\u1eddng ch\u1ec9 c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n tr\u00ean m\u1ed9t nh\u00f3m nh\u1ecf. Do \u0111\u00f3, n\u1ebfu b\u1ea1n c\u1ea7n m\u1ed9t th\u1ed1ng k\u00ea mang t\u00ednh t\u1ed5ng qu\u00e1t, IHUT c\u1ea7n ph\u1ea3i \u0111\u01b0\u1ee3c k\u1ebft h\u1ee3p v\u1edbi m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u \u0111\u1ecbnh l\u01b0\u1ee3ng \u1edf ph\u1ea1m vi l\u1edbn.<\/li><li>IHUT s\u1ebd kh\u00f3 c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng v\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m \u0111\u1eaft ti\u1ec1n, \u0111\u1eb7c bi\u1ec7t l\u00e0 v\u1edbi c\u00e1c s\u1ea3n ph\u1ea9m k\u1ef9 thu\u1eadt s\u1ed1. Trong nh\u1eefng tr\u01b0\u1eddng h\u1ee3p n\u00e0y, CLT s\u1ebd l\u00e0 l\u1ef1a ch\u1ecdn h\u1ee3p l\u00fd h\u01a1n.<\/li><li>V\u1edbi nh\u1eefng s\u1ea3n ph\u1ea9m c\u1ea7n \u0111\u01b0\u1ee3c b\u1ea3o m\u1eadt, vi\u1ec7c s\u1eed d\u1ee5ng IHUT d\u1ec5 khi\u1ebfn th\u00f4ng tin s\u1ea3n ph\u1ea9m b\u1ecb r\u00f2 r\u1ec9. M\u1ed9t l\u1ea7n n\u1eefa, CLT s\u1ebd l\u00e0 m\u1ed9t l\u1ef1a ch\u1ecdn t\u1ed1t h\u01a1n<\/li><li>Nh\u1eefng s\u1ea3n ph\u1ea9m ph\u1ee9c t\u1ea1p v\u00e0 kh\u00f3 d\u00f9ng. Tr\u1eeb khi b\u1ea1n mu\u1ed1n t\u00ecm hi\u1ec3u v\u1ec1 nh\u1eefng sai l\u1ea7m trong c\u00e1ch s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m c\u1ee7a kh\u00e1ch h\u00e0ng. T\u1eeb \u0111\u00f3, \u0111\u01b0a ra nh\u1eefng gi\u1ea3i ph\u00e1p c\u1ea3i ti\u1ebfn.<\/li><li><\/li><\/ul>\n\n\n\n<p class=\"highlight\">\u01afu nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a <a href=\"https:\/\/khaosat.me\/blog\/nghien-cuu-dinh-tinh-va-nghien-cuu-dinh-luong\/\"><strong>nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh v\u00e0 nghi\u00ean c\u1ee9u \u0111\u1ecbnh l\u01b0\u1ee3ng<\/strong><\/a><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"mce_0\">7. <strong>K\u1ebft lu\u1eadn<\/strong><\/h2>\n\n\n\n<p>Tr\u00ean \u0111\u00e2y l\u00e0 c\u00e1c so s\u00e1nh \u01b0u nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ee7a nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng ph\u1ed5 bi\u1ebfn. Qua b\u00e0i n\u00e0y mong r\u1eb1ng c\u00e1c b\u1ea1n \u0111\u00e3 c\u00f3 c\u00e1i nh\u00ecn s\u01a1 b\u1ed9 v\u00e0 c\u00f3 th\u1ec3 c\u00e2n nh\u1eafc ch\u1ecdn cho doanh nghi\u1ec7p m\u00ecnh c\u00e1ch nghi\u00ean c\u1ee9u ph\u00f9 h\u1ee3p nh\u1ea7m \u0111\u1ea1t \u0111\u01b0\u1ee3c k\u1ebft qu\u1ea3 t\u1ed1t nh\u1ea5t.<\/p>\n\n\n\n<p><strong><a href=\"https:\/\/khaosat.me\/nghien-cuu-thi-truong\">C\u00f4ng ty nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng Khaosat.me<\/a> <\/strong>s\u1edf h\u1eefu ba y\u1ebfu t\u1ed1 quan tr\u1ecdng nh\u1ea5t c\u1ee7a nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng: <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>C\u00f4ng c\u1ee5 t\u1ea1o kh\u1ea3o s\u00e1t online chu\u1ea9n ch\u1ec9nh<\/li><li>H\u1ec7 th\u1ed1ng t\u1ef1 \u0111\u1ed9ng ph\u00e2n ph\u1ed1i k\u00e8m thu\u1eadt to\u00e1n \u0111\u00e1nh gi\u00e1 \u0111\u1ed9 trung th\u1ef1c<\/li><li>C\u1ed9ng \u0111\u1ed3ng 2 tri\u1ec7u \u0111\u00e1p vi\u00ean uy t\u00edn<\/li><\/ul>\n\n\n\n<p>Ch\u00fang t\u00f4i t\u1ef1 tin mang \u0111\u1ebfn cho b\u1ea1n nh\u1eefng d\u1eef li\u1ec7u ch\u00ednh x\u00e1c nh\u1ea5t trong th\u1eddi gian nhanh nh\u1ea5t v\u1edbi chi ph\u00ed t\u1ed1t nh\u1ea5t. Li\u00ean h\u1ec7 ngay v\u1edbi ch\u00fang t\u00f4i theo Hotline b\u00ean d\u01b0\u1edbi \u0111\u1ec3 \u0111\u01b0\u1ee3c h\u1ed7 tr\u1ee3 t\u1eadn t\u00ecnh!<\/p>\n\n\n\n<div style=\"border-radius: 4px; border: 1px solid #0fd47b; display: flex; flex-direction: column; margin-bottom: 1rem\">\r\n<div style=\"background-image: linear-gradient(-30deg, #42E695, #3BB2B8); border-top-left-radius: 4px; border-top-right-radius: 4px; color: white; padding: 1rem;\">H\u00e3y <strong> HI\u1ec2U KH\u00c1CH H\u00c0NG <\/strong> tr\u01b0\u1edbc khi <strong> \u0110\u1ed0I TH\u1ee6 <\/strong> c\u1ee7a b\u1ea1n l\u00e0m \u0111i\u1ec1u \u0111\u00f3!<\/div>\r\n<strong style=\"padding: 1rem 1rem 0 1rem;\">Khaosat.me - L\u1eafng nghe \u0111\u1ec3 th\u00e0nh c\u00f4ng<\/strong>\r\n<div style=\"padding: 0.5rem\">\r\n<ul style=\"margin: 0\">\r\n<li>Hotline: <strong>0837 12 32 32<\/strong><\/li>\r\n<li>Email: support@khaosat.me<\/li>\r\n<li>Website: <a href= \" https:\/\/khaosat.me\/ \" > Khaosat.me <\/a><\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (Marketing Research) l\u00e0 ho\u1ea1t \u0111\u1ed9ng thu th\u1eadp th\u00f4ng tin v\u1ec1 th\u1ecb tr\u01b0\u1eddng m\u1ee5c ti\u00eau&#8230;<\/p>\n","protected":false},"author":7,"featured_media":5520,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[29,1862],"tags":[],"yst_prominent_words":[],"class_list":["post-5241","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kien-thuc","category-nghien-cuu-thi-truong","content-wrap"],"_links":{"self":[{"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/posts\/5241","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/comments?post=5241"}],"version-history":[{"count":26,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/posts\/5241\/revisions"}],"predecessor-version":[{"id":10101,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/posts\/5241\/revisions\/10101"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/media\/5520"}],"wp:attachment":[{"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/media?parent=5241"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/categories?post=5241"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/tags?post=5241"},{"taxonomy":"yst_prominent_words","embeddable":true,"href":"https:\/\/khaosat.me\/blog\/wp-json\/wp\/v2\/yst_prominent_words?post=5241"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}