5 phương pháp nghiên cứu thị trường phổ biến nhất

7/27/2019 5 phng php nghin cu th trng ph bin nht

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5 phng php nghin cu th trng ph bin nht T 3 NmKt qu ca hot ng nghin cu th trng trc khi gii thiu mt sn phm/dch v mi ph thuc kh nhiuvo k thut v phng php tin hnh. iu ny i hi mt nng lc chuyn mn v kinh nghim lu nm tronglnh vc tip th ca bn. C rt nhiu cch thc khc nhau trin khai hot ng nghin cu th trng, nhngphn ln cc cng ty ngy nay thng s dng mt hay kt hp mt vi phng php trong nhm 5 phngphp c bn: iu tra, nhm trng im, phng vn c nhn, quan st v th nghim.1. iu tra, kho st

Da vo bng cu hi iu tra thng minh v thng thn, bn c th phn tch mt nhm khch hng mu i dincho th trng mc tiu. Quy m nhm khch hng mu cng ln bao nhiu, th kt qu thu c cng st thcv ng tin cy by nhiu. - Cc cuc iu tra trc tip (In-person surveys) thng l nhng cuc phng vn trctip thc hin ti cc a im cng cng, v d trung tm mua sm, cng vin gii tr

Cch lm ny cho php bn gii thiu ti ngi tiu dng cc mu sn phm mi, tip th qung co v thu thpthng tin phn hi ngay tc th. Cc cuc iu tra dng ny c th m bo t l phn hi trn 90%, nhng li cnhc im l kh tn km v phi thu mt s lng ln nhn vin lm vic ny.

- Cc cuc iu tra qua in thoi (Telephone surveys) s phn no tit kim hn so vi hnh thc iu tra trctip. Tuy nhin, do ngi dn thng d ng trc cc phng php tip th t xa, nn vic thu ht mi ngitham gia vo cc cuc iu tra qua in thoi ngy cng kh khn. Phng vn qua in thoi thng c t l phnhi vo khong 50% n 60%. y l phng php ti u cc hng nh Microsoft, Ford, Dell Computer honthnh ni dung ca bng cu hi.

- Cc cuc iu tra qua th t (Mail surveys) l cch thc i hi t chi ph tip cn vi mt s lng ln cckhch hng. Cch lm ny r hn nhiu so vi cc cuc iu tra trc tip v iu tra qua in thoi, nhng t lphn hi bn thu c ch t 3% n 15%. Mc d t l phn hi thp, nhng cc cuc iu tra qua th lun l sla chn thch hp (xt v kha cnh ti chnh) i vi cc cng ty nh. Canada t l s dng phng php nychim 6,2%, M 7% v c bit cc nc c trnh hc vn cao nh an Mch, Phn Lan, Nauy, Thy in,H Lan phng php ny rt ph. Tuy nhin Chu Phi, , vic iu tra bng th tn li kh trin khai v a sdn c sng nng thn. Theo kinh nghim, dng th tn iu tra l phng php rt thnh cng trong nghincu th trng quc t, nht l trong cc ngnh cng nghip.

- Cc cuc iu tra trc tuyn (Online surveys) thng em li t l phn hi rt kh d on v nhng thng tinkhng ng tin cy, bi v bn khng th kim sot tt c cc phn hi. Tuy nhin, nhng cuc iu tra trc tuynrt d dng tin hnh nh yu t tit kim v mt chi ph. Cc tp on ln thng kt hp nhiu phng phpiu tra, thm d khc nhau c cc thng tin chnh xc nht v th trng khi sn phm c tung ra. V dhng Apple lun c mt b phn chuyn trch v hot ng iu tra th trng. B phn ny hng qu phi a racc chin lc iu tra mi v lun b sung danh sch khch hng s c iu tra.

2. Cc nhm trng im (Focus groups)

Trong cc nhm trng im, ngi iu phi s s dng mt chui cc cu hi c son sn hay cc ch dn dt cuc tho lun gia mt nhm ngi. Hot ng ny c din ra ti cc a im trung lp, thng ikm theo cc thit b video v phng quan st vi cc tm gng. Mi cuc tho lun nh th thng ko di 1- 2gi, v phi kho st t nht ba nhm mi c c cc kt qu ng tin cy.

3. Phng vn c nhn

Cng nh cc nhm trng im, phng vn c nhn bao gm nhiu cu hi m v khng c cu trc nht nh.Cc cuc phng vn ny thng ko di trong khong mt gi ng h v c ghi m. Phng vn c nhn ihi bn phi c mt lc lng phng vn vin c k nng tip th gii. Ty theo d n nghin cu m phng vnvin phi p ng c nhng i hi khc nhau.

V d, tp on Cealed chuyn sn xut nc hoa ca Php c ba loi phng vn vin: phng vn vin cho

nhng giai on c th , phng vn vin cho nhng thi im t xut v phng vn vin lm theo thi v, theocng vic. Phng php phng vn ny kh thnh hnh cc nc ang pht trin, song n cng kh ph bin Thy S, B o Nha..... Bn cnh vic phng vn ti nh, bn c th t chc nhng cuc phng vn ti mt nic nh nh vn phng chuyn dng phng vn. Ngoi ra, cuc phng vn c th tin hnh nh bp, ngoivn, trn ng ph hay trong siu th. Phng php ny Canada chim ti 15,2%, M l 19% v cngthng c p dng ti cc nc ang pht trin, ni a s dn c sng bng ngh nng.

Phng php nghin cu th trng theo nhm trng im v phng vn c nhn s em li nhiu d liu hu chhn phng php iu tra, thm d. Mc d kt qu nghin cu th trng t nhm trng im v phng vn cnhn khng thc s ng tin cy, bi n khng i din cho mt s lng ln ngi tiu dng, nhng hai phngphp ny s gip bn c c mt ci nhn thu o v thi khch hng v cng l cch thc tuyt vi


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vn bc mn v nhng vn lin quan n vic pht trin sn phm/dch v mi.

4. Quan st

Ba hnh thc nhc n trn ch em li cho bn mt s nh gi v hnh vi ca khch hng ti mt thi imnht nh no . Nhng khi bn quan st hnh ng ca khch hng c ghi li trong h thng camera t tica hng, ni lm vic hay ti nh ring ca h, bn c th thy r cch thc h mua sm v s dng snphm/dch v ca bn. Phng php ny gip bn c c mt s tng hp chnh xc nht v cc thi quenthng thng cng nh cu trc mua sm ca khch hng.

5. Th nghim

Vic t nhng sn phm mi vo mt vi ca hng th phn ng ca khch hng trong cc iu kin bnhng thc t c th gip bn chnh sa v hon thin sn phm, iu chnh li gi c hay ci tin cht lng tthn. Cc doanh nghip nh nn c gng xy dng mi quan h vi cc ch ca hng bn l a phng v cctrang web mua sm c th a sn phm mi ca h ra th nghim trn th trng.

Theo Business World

Cc phng php nghin cu th trng

Hot ng kinh doanh ca cng ty bn c ang trn pht trin khng? Cc sn phm hay dch v ca

bn c lm hi lng khch hng khng? Doanh thu ca bn c ngy mt tng cao khng? Nu bn tr li

"C" cho nhng cu hi ny th cng vic kinh doanh ca bn tht kh quan.

Nhng bn ng ch quan hy vng rng thi k tt p s ko di mi v th hiu,nhu cu ca khch hng s thay i theo thi gian. Cc i th cnh tranh s tm cchthu ht khch hng bng nhng sn phm, dch v mi, hoc khch hng s nhn ranhng nhu cu mi m trc h cha nhn bit c.

S tn ti v pht trin lu di ca mi hot ng kinh doanh lun bt ngun t vickhai thc thnh cng cc c hi th trng mi. Nhng c hi ny c nhn bit bngcch lng nghe v tm hiu. Lng nghe v tm hiu l nhng k nng t chc thit yunhm phn bit ngi thng k bi. l nhng g cng ty phi lm hiu khch

hng v i th cnh tranh, cng nh xc nh cc c hi ca th trng.

Trc y, vic tm hiu v lng nghe l chc nng ca marketing thng qua vicnghin cu th trng chnh thc v phn tch d liu khch hng. Nhng ngy nay,vic ny tr thnh trch nhim chung ca tt c mi c nhn, mi phng ban. Khchhng lun th hin nhu cu, th hiu, mong mun, cn nhim v ca tt c mi ngi lphi c gng nm bt nhng biu hin . Nghin cu th trng chnh thc ch l mttrong nhiu cch thc hin cng vic ny. Nhn vin bn hng tip xc vi khchhng mi ngy v mi cuc tip xc y l mt c hi lng nghe v tm hiu. Cc nh

pht trin sn phm ni chuyn vi nhng ngi s dng u tin - nhng ngithng thay i cc sn phm quen thuc p ng nhu cu c bit ca h. Cc nhnvin bo hnh li c th nm bt yu cu, nguyn vng cng nh nhng im khng hilng ca khch hng khi thc hin dch v bo hnh.

Chng ny s trnh by vic lng nghe v tm hiu hin hu di nhiu hnh thc khcnhau. Kh khn y l to ra mt bc tranh c b cc cht ch t nhiu mng kin


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thc ri rc. S am hiu khch hng v hiu bit th trng nh nhng mnh nh trongtr chi ghp hnh - nu ng bit lp th chng s tr nn v ngha. Nhng khi bn rpcc mnh ny li ng cch th bc tranh y ngha s hin ra.

Nghin cu th trng chnh thc

Nghin cu th trng cp n vic thu thp v phn tch chnh thc cc d liu bnngoi c lin quan n cng vic kinh doanh ca mt cng ty nhm gip cng ty c tha ra nhng quyt nh kinh doanh hiu qu hn. Theo Vincent Barabba v GeraldZaltman th nghin cu th trng l: "quy trnh lng nghe ting ni ca th trng vchuyn ti thng tin v th trng y vo cng vic qun l ph hp". Nghin cu thtrng c th n gin nh a mt th gp cho khch hng, hoc phc tp nh mtcuc kho st mu trn ton quc i hi s chun b k lng t cc cu hi kho st,k thut ly kin n vic phn tch thng k d liu cui cng.

C 6 phng php nghin cu th trng chnh thc sau:

+ Quan st trc tip.Hy quan st nhng sn phm hay dch v m khch hng angmua v cch khch hng s dng chng. Hy quan tm c bit n nhng kh khnm khch hng gp phi khi dng cc sn phm v dch v thng dng. Nhng khkhn ny c th i din cho cc c hi th trng. Nhn vin bn hng l nhng ngic iu kin tt nht nghin cu bng phng php quan st.

+ Th nghim.Mt cng ty sn xut thc phm ng gi gii thiu loi sn phm mi

cc mc gi khc nhau vi cc kch thc bao b khc nhau v trng by mu trongmt s ca hng c chn. Sau , cng ty s ghi nhn phn ng ca khch hng iu chnh gi c v kch thc bao b ph hp trc khi chnh thc tung sn phm rath trng.

+ Thu thp v phn tch d liu mua hng. S pht trin ca cng ngh thng tin vm vch gip cc cng ty c th lu gi thng tin v nhu cu v th hiu ca khchhng. Chng hn, bng cch truy tm d liu bn hng trn my tnh, mt siu th c thxc nh chnh xc v nhanh chng mc a chung ca khch hng v cc loi ncngt c gas. ScrubaDub - mt h thng ra xe Boston - lu m vch xe ca khch

hng xc nh tn s s dng, cng nh c hnh thc khuyn mi cho khch hngtrung thnh. Cc cng ty gi th trc tip nh Lands" End li i mt bc xa hn khikhai thc c s d liu khch hng nhm xc nh nhng khch hng no nn nhncatalog hay hng cung cp c bit.

+ Nghin cu kho st. Cc cuc kho st c s dng thm d kin ca khchhng hin ti v khch hng tim nng thng xoay quanh cc vn : s hi lng, th


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hiu, phn i v gi, kin thc v sn phm v dch v, v.v. Cc cuc kho st mu sc tin hnh trn mt nhm khch hng mu i din cho th trng mc tiu. Quym nhm khch hng mu cng ln th kt qu thu c cng chnh xc v c tincy cao.

+ Cc nhm trng im. Nhm trng im l mt nhm ngi c mi tho lunv sn phm, dch v, nhn thc ca h v mt cng ty c th, hoc thm ch l cc vn chnh tr theo hng dn ca mt ngi trung gian c o to. Ngi trunggian ny c th hi cc thnh vin trong nhm tp trung, chng hn nh: "Anh ch cmthy th no v vic gi xng tng?", "Anh ch ngh cc nh sn xut xe hi nn lm g gim thiu nhng nh hng tiu cc t vic tng gi ny?", "Nh sn xut xe hino c nhiu kh nng nht trong vic gii quyt hiu qu vn ny?",

+ Phng vn nhng khch hng khng hi lng v b mt quyn li. Khong ai

mong mun phi n nhn nhng thng tin xu c, nhng bn c th thu thp cnhiu thng tin t vic phng vn nhng khch hng khng hi lng v b mt quynli hn so vi nhng ngi khc. Khch hng tim nng c th cho bn bit h munnhng g, nhng cha c g bo m rng h s b tin ra mua sn phm . Nhngkhch hng hi lng c th cho bn bit h ch i g t sn phm ca bn, nhng bncng d on c iu ny ri. Trong khi , nhng khch hng khng hi lng vmt quyn li c th ch ra nhng im yu, nhng g khng tha ng ca cc snphm v dch v m bn cung cp.

Bn cnh , bn c th thu thp thm nhiu d liu th trng thng qua cc ngun tiliu ph bin nh cc n bn ca chnh ph, d liu iu tra dn s, tp ch thng mi,cc bui trin lm thng mi v Internet. Nhng cng ty nh, nu thiu vn t chcmt phng nghin cu c lp, c th tn dng nhng ngun ny. Tuy nhin, vi mts nghin cu c th, cng ty c th phi mua cc dch v nghin cu hoc, nu cnphi tin hnh nghin cu theo yu cu ring, cng ty c th thu cc ngun lc bnngoi thc hin theo mt mc ph nht nh no c hai bn nht tr.

Kh nng nm bt th trng ca siu th Tesco

Tesco - mt h thng siu th hng u Anh chng t c s nhy bn v linhng trong vic thu thp v s dng thng tin khch hng. Bng cch khai thc d liukhch hng thng qua cc th khch hng thn thit, Tesco hiu thm v nhu cu, shi lng ca khch hng i vi cc sn phm hin ti, cng nh khm ph thm nhiuc hi bn hng mi. Tesco s dng thng tin ny vo dch v bn hng trc tuynqua website vi nhiu sn phm nh sch, a CD v DVD, th tn dng, vn vay, bohim, in thoi di ng v dch v bng thng rng. Nh tnh a dng v tin li ca


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dch v trc tuyn ny m doanh thu ca Tesco ngy mt tng cao.

Quy trnh nghin cu th trng

[ im nh gi 5/5 ] 1 ngi bnh chn xem: 5050 | Ct nhp ln cui: 10/27/2013 12:05:52 AM |RSS|Bn in | Bn gi email

Mt d n nghin cu th trng c hiu qu bt ngun t vic chun b, phn loi cng vic v lp k hoch tt. Trongkhun kh c hn v thi gian v tin bc, bn cn phi thu thp rt nhiu d liu nhng vn m bo khng b chchhng (ngha l khng thu thp nhng d liu khng cn thit). Vic nghin cu s thnh cng khi bn cu trc ho (xclp v sp xp theo trnh t) phng php tip cn nghin cu.

Cun sch s gii thiu quy trnh thc hin nghin cu th trng gm 6 bc v tp trung vo mt s k thut nghincu t tn km c th p dng c. Trong mi bc, bn c th kt hp nghin cu cc ch khc nhau(v d, qucgia, quy m th trng, nhm khch hng mc tiu, xu hng th trng, i tng tham gia, cc knh thng mi) vs dng cc k thut khc nhau.
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2.1 Bc 1: Xc nh vn cn nghin cu

Bn c kinh nghim g v manketing xut khu?

Thng thng cc nh xut khu u bt u vi vic xem xt mt cch tng th qua nghin cu c bn ban u(nghin cu ti vn phng) hoc theo di cc din bin ca th trng. iu quan trng l xc nh c vn cnnghin cu lin quan n kinh nghim marketing xut khu c. Bn ang giai on no trong xut khu sang EU?

y l ln u tin bn c xut khu sang EU hay c khc hang mt s nc?

V d, khi bt u xut khu sang EU, trc khi ht hn cn xc nh c nn u t cho thng v ny hay khng? Nh

vy vn cn nghin cu u tin l lm quen vi cc th trng EU thng qua vic tm kim cc vn nh:quy mmi th trng, cc yu cu, s pht trin, cc phn on ,cc i tng tham gia th trng

Vn nghin cu ny l hin nhin nu bn ang cn nhc vic xut khu ln u hoc nu bn c khch hang timt th trng EU v ang tm n vic m rng th trng sang cc nc EU khc.Trong c hai trng hp bn uphi tri qua tng giai on marketing xut khu v phi tm c cc thong tin lien quan. Chng 3 s trnh by r hnv vn cn nghin cu trong tng giai on manketing xut khu.

Bn nghin cu nhm lm r vn g?

Khi quen thuc vi cc th trng EU, nm c cc c hi kinh doanh cng nh cc tng v nhng th trngcn tip cn th bc tip theo l i vo cc vn nghin cu cng c th. Cc vn cn lm r nh: Xem xt liu c


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ln bt trc h hay cn ci tin sn phm v lm th no iu chnh sn phm cho ph hp

Trong vic nh gi cc c hi xut khu, c th bn thc hin mt s nghin cu trc . Bn cng c th cc mt s thng tin v cc th trng EU. Sauk hi xem xt cc ngun c sn trong ni b v xc nh c vn cn nghin cu , bn c th ln danh sch nhng thong tin cn phi c v nhng thong tin lm c. Bn nn cgng tm nhng thong tin c th thu thp c ph hp vi kh nng ca bn v c lien quan n vn nghin cu.

tr nn thnh tho trong vic t chc thc hin nghin cu th trng cn phi c thi gian v n lc. Tuy nhin khi

thc hin nghin cu mt vi ln, bn s thy cng vic d dng hn v rt c ch, c bit khi bit c nhngngun thong tin hu dng c lien quan ti sn phm c th ca bn. V d v mt nh xut khu hng dt.V d v mt nh xut khu hng dt:

Mt nh xut khu hang dt gi cc sn phm mu trong b su tp mi cho cc khc hang hin ti v cc khch hangtim nng tm c t mt danh sch khch hang hin ti v cc khch hang v cc khch hang tim nng tm c tmt danh sch a ch th tn. Anh ta tin rng y l cch tin hnh nghin cu th trng hiu qu nht v "phn phi caca hng c th tin hnh n t hang ngy".Do , anh ta u t tin gi hng i v hi vng nhn c t nht lmt vi phn hi.Tuy nhin tht khng may,Anh ta khng th nhn c mt phn hi no t pha khch hang tim nng,nhng ngi c qu nhiu hang mu khc. Cn nhng khch hang hin ti th t nh cho bit h khng my quantm do mu sc cng nh thit k ca b su tp li thi. Vi ngi trong s cho bit "l ra anh ta phi ginhng th ny t nm trc".

Vi kt qu nh trn, nh xut khu kt lun rng nghin cu th trng qu tn km. Hn na n li chng mang li lich g nn khng cn thit phi tin hnh na. y nh xut khu mc sai lm l khng nhn nhn kt qu ny theohng tch cc lm c s thc hin mt nghin cu mi.K c khi anh ta bn c cho mt s khch hang nht nhnhng cng c nguy c mt nhng khch hang ny trong tng lai, l ra anh ta c th s dng k thut nghin cu ti

vn phng nh xem cc tp ch v cc trang web v cc cuc trin lm EU nm c d bc ca xu hng thtrng cng nh truy cp vo cc trang web ca cc hang bn l qun o ln. vi thong tin ny, anh ta c th pht trinmt b su tp xut khu v mt ngh bn hang ring c tnh ton k. Thay v tn tin vo vic gi hang mu,anh ta c th tm c nhng ngi c kh nng mua hang bng vic tra cu website ca mt s sn giao dch. Khi tm c mi lien h trn th lc anh ta c th gi hang mu i.

2.2 Bc 2: La chn k thut nghin cu

Khi xc nh c cc thong tin cn thu thp v tng quc gia bn c th tm ra c ngun cung cp thong tin ccquc gia y.

Trong nghin cu th trng c mt s k thut thu thp d liu , c th l nghin cu ti vn phng hoc nghin cutrn thc ia, Mi k thut nghin cu u c lien quan ti mt loi d l iu ring, gm d liu s cp v d liu th cp.

D liu s cp: y chnh l loi d liu c thu tht trc tip t th trng nc ngoi, ch yu thong quannghin cu thc a (xem mc 2.2.3) Hnh thc nghin cu ny lun c lin quan c th ti sn phm ca bn, cthc hin ngay ti th trng v thng c thc hin tip theo vic nghin cu ti vn phng.

D liu th cp: l nhng d liu c ngi khc thu thp (V d trn sch bo, internet vv) v bn sutm li phn tch ti vn phng. D liu th cp t tn km hn v bng cch s dng mng internet, bn c th tmc rt nhiu d liu t cc c s d liu trc tuyn.

2.2.1 Nghin cu ti vn phng

A. Nghin cu ti vn phng v nhng thng tin cn thu thp

Nghin cu ti vn phng l phng php tt nht thc hin vic nh gi ban u. bn thu thp cc d liu th cpc sn ngay trong h s cng ty ca mnh (ngun d liu ni b)hoc t cc ngun bn ngoi. Thng tin c th dnggiy t hoc dng s ho. Mt s v d v ngun thong tin th cp nh.tng quan v quc gi, bo co iu tra thtrng, h s cng ty, d liu theo di bn hang, thng k thng mi, kho st ngi tiu dung , cc bi bo, bn tin,

tp ch.

Vi ngun thng tin a dng nh vy , c bit l cc nc pht trin, bn c th lm quen vi cc th trng mi.ng thi , bn cn c gng tm kim cc d liu lien quan n sn phm c th ca mnh.

Mt thch thc y l trong mt khong thi gian c hn phi thu nhp v bin son c nhiu thong tin v d liuthng k hu ch v nhng th trng mc tiu.

Trong qu trnh thc hin nghin cu ti vn phng , vi mi thong tin cn ghi li thi gian v ngun trch dn. Vic nys to iu kin cho bn kim sot c ngun gc thng tin, nht l nu v sau thng tin t ra khng ph hp viyu cu.


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Nghin cu ti vn phng

u im Nhc im

d liu nhanh

i ru thc a c v lc hu

vin trong cng ty u c th tham gia thc hin

Thng tin thng qu chung chung

Cn phi xc nh mc tin c ca cc ni dungS liu thng k mu thun cc khi nim khc nhau

Thng tin c th qu cNgun d liu

Hy bt u thu thp mi d liu ngay ti bn lm vic trong vn phng, trn mng internet v gi ngh cung cp dliu bng nh in t, in thoi, faxti cc ngun cung cp. hu ht cc nc EU, nht l Anh Php c, ngicung cp d liu thng mun nhn c ngh cung cp thong tin bng vn bn, trong c phn gii thch ngngn v ngi yu cu l do cn thong tin.

Thu thp d liu thng tn thi gian, do c th nh cc nhn vin thc tp hoc sinh vin thc hin phn ln cngvic ny nhng cn hng dn r rang cho h v nhng g cn thu thp

Cch tm kim thng tin min ph hoc t tn km

Hay tho mt l th, hoc th in t tht than mt nhng lch s. C th s dng th ny nhiu ln bng cch thay ii cht cho ph hp vi cc t chc hoc c nhn cn l in h Tranh t qu nhiu cu hi nn bt u vi 2 hoc 3 cuv c gng cng c th cng tt. Trong th yu cu, iu quan trng l phi nu thi hn cn thng tin. iu ny to ra ldo tip tc theo ui vic yu cu thng tin, nhng khng nn t ra thi hn qu gp, tr trng hp bn mua nhngthng tin ny.

Trong vic thu thp thng tin, iu quan trng l phi tm c ng ngi cn lien h, tuy nhin h li thng vng mthoc qu bn rn. V th hy trnh by mt cch r rang v n gin l iu bn ang tm kim. y cng c ri ro linquan n vic truyn t thng tin sai lch gia bn v nhn vin ca t chc thng tin. C th h khng quen vi snphm hoc hon cnh ca bn . Hy nh rng khi yu cu cc thng tin min ph, khng nn chc chn l s nhn cnhng cu tr li c th

Mt s ngun cung cp thng tin chnh

* CBI

CBI l mt a ch tt bt gp vic nghin cu ti vn phng. C khong 35 loi bo co nghin cu th trng EU vmt s mt hang c th. Mi loi bo co nghin cu th trng EU v mt s mt hng c th, Mi loi bo co nghincu u tng hp nhng iu bit tt nht, cc c hi trn th trng v a ra cc hng dn manketing xut khu.Cc bo co u c thit k ph hp vi cc nh xut khu cc nc ang pht trin. Ngoi ra mi loi bo conghin cu cn cung cp a ra rt nhiu ti liu tham kho. v nhiu ngun tra cu thng tin(bao gm cc a ch cngnh cc trang web) phc v cho mc ch nghin cu xu hn.

Cc nh xut khu ng k vi CBI c th ti cc bo co nghin cu ca CBI tng trang webwww.cbi.nl

CBI cng cung cp cc cuc cm nang v lp k hoch xut khu v cc ch khc, hai bn d bo xu hng thitrang mi nm v bn tin CBI pht hnh 2 s/ thng.

C s d liu c bit Accessguide lu tr tt c cc thng tin lien quan v cc hang ro ph thu quan (v d nh ccvn v mi trng, sc kho, an ton v x hi) trn trang webwww.cbi.nl/accessguide.

Ti hu ht cc nc EU u c cc t chc tng t lm cng tc xc tin nhp khu t cc nc ang pht trin. cth tm cc t chc ny ti a ch www. Tpo-netcom.

* Cc t chc h tr kinh doanh(BSO)

nhiu nc ang pht trin, c nhng t chc xc tin xt khu thng qua cc chng trnh h tr v xc tin xutkhu. ng thi cng c cc t chc h tr kinh doanh ca Chnh ph (v d nh cc b v cc t chc xc tin thngmi quc gia) v cc hip hi ngnh hang. Ngoi cc h tr ring l, nhng t chc ny cn c cung cp cc dch v vthng tin nh sau:

S liu thng k v thng mi v quc gia, cc n phm v th trng EU.
http://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.cbi.nlhttp://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.cbi.nlhttp://www.cbi.nl/accessguidehttp://www.cbi.nl/accessguidehttp://www.cbi.nl/accessguidehttp://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.cbi.nlhttp://www.cbi.nl/accessguide


9/26

Cc bn tin v thng tin v cc c hi trn th trng i vi cc sn phm c th.

C s d liu v cc nh xut khu trong nc v nhp khu EU.

Thng tin c th v th trng hoc sn phm thng qua cc nghin cu c t hang ring.

* Cc t chc phi chinh ph

Trong s nhiu cc t chc phi chnh ph, mt s t chc nh ITC, FAO, OECD, UNCTAD, World Bank Oxfam cungcp cc chng trnh dnh cho cc nh xut khu cc nc ang pht trin.

Cncrd l mt trung tm iu phi ca cc t chc phi chnh ph EU. y l a ch rt tt tm kim cc t chc phichnh ph cc th trng mc tiu ca bn.Trang web ca Concord www.concordeurope.orgcung cp nhng thng tintong quan v cc t chc phi chnh ph trong mt nc (v d nhwww.bond.org.uk) hoc mng li cc chc phichnh ph tt c cc nc EU.

Ti a chwww.unsystem.org ;www.oneworld.net hocwww.euphoric.org, bn c th tm c ng kt ni(hyperlinks)ti website ca cc t chc phi chnh ph hot ng vi muc tiu v s cng bng trong thong mi toncu.

Ngoi ra, bn cng c th lin lc vi cc c quan ngoi giao nc ngoi ng ti a phng, cc c quan ny u cpht hnh danh sch a ch ca cc t chc phi chnh ph ta nc h. Cng vi vic cung cp thng tin, cc t chc phichnh ph c th cung cp cc chng chnh tn dng, khuyn khch hay h tr vic xc nh hoc lin kt vi khchhang tim nng cc nc EU.

* Cc phng thng mi

Trc khi tip cn cc t chc nc ngoi ,bn c th lin h vi cc phng thng mi hot ng nh nhng cquan h tr kinh doanh ng ti nc mnh.Ngoi cc phng thng mi thng thng cn c cc phng thng misong phng nh phng thng thng mi Ha Lan-Nam Phi.

Ti cc nc EU, phn ln cc phng thng mi u cng cp cc thng tin rt a dng,v d nh cc quy nh phplut v cc xu hng ch o trong nghnh cng nghip. Bn cng c th tn c cc thng tin v bo gii thng mia phng cng nh a ch kt ni ti cc t chc c lin quan .

* Hip hi thng mi

Cc hip hi thng mi EU c c cu t chc tt c th cung cp cc thng c cht lng . H c th vin tham khoring dnh cho cc thnh vin . Di khi h t thc hin cc nghin cu v th trng trong nc hoc quc t .Trong ccbo co thng nin thng c bn gi r cho cc i tng khng phi l thnh vin ,bn c th tm thy on trchdn v nhng nghin cu ny .

Nu c th, hy c gng ving thm trc tip cc hi vin ny hoc gp g ti cc hi ch.Cn ch rng c nhiu tchc thng mi cc cp khc nhau (v d nh cp bn l,sn xut hoc cp ngnh). Mi t chc cung cpthng tin phn nh gc nh ring ca h.

Gn y, nhiu hip hi thng mi thit lut website ring cung cp thng tin. T nhng website ny cng c thtm thy ng kt ni ti cc t chc c lin quan v sn phm hoc ngnh hang khc .

* i s qun

S qun ng ti cc nc cng c th l ngun cung cp d liu kinh t tong quan hoc thng tin v quc gia rt huch. H c th cung cp, hng dn v cc quy nh hoc lut php a phng, nhng thng tin chung v kinh doanh nc s ti. Hn na , h c th gii thiu bn vi cc nhn vt hc t chc quan trng trong ngnh hang lin quan.

* Ngn hng

Cc ngn hang cng l ngun cung cp thng tin, nht l v d liu lin quan ti ti chnh (V d nh cc d bo t gi

hi oi). Cc ngn hang ln cn c cc

Phng ban chuyn th hin vic nghin cu th trng th gii, xu hng kinh t v nhng bc pht trin trong thngmi quc t.

* Cc trung tm EU

Hu ht cc nc EU ngy nay u c trung tm thng tin ti cc thnh ph ln hoc c mt khu c bit dnh ring trng by sch EU trong cc th vin a phng. Ti y c th tm kim thng tin v quy nh, hng dn v lutphp, cc ngun v chng trnh ti tr ca EU v cc thng tin chung v cc quc gia thnh vin EU.

* Th vin
http://www.concordeurope.org/http://www.concordeurope.org/http://www.bond.org.uk/http://www.bond.org.uk/http://www.bond.org.uk/http://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.unsystem.orghttp://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.unsystem.orghttp://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.oneworld.nethttp://www.euphoric.org/http://www.euphoric.org/http://www.concordeurope.org/http://www.bond.org.uk/http://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.unsystem.orghttp://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.oneworld.nethttp://www.euphoric.org/


10/26

C th ti cc th vin ngay nc mnh hoc ti cc th trng mc tiu, b cnh th vin quc gia, phn ln cc tchc c cp trn u c cc th vin ring m bn c th tra cu. Thng thng nn yu cu mt cuc hntrc khi n.

Thng thng vic vic tra cu thng tin trong th vin theo hnh thc t phc v, ngha l ngi tra cu phi lm quyenvi h thng tra cu ca th vin. Tra cu theo ti, ch hoc t kho c th dp tm thy mt cun sch hoc mtn phm. C th ph t cc phn hu ch s dng. Cc th vin quc gia thng c cc phn gii thiu h thng

th vin trn trang web ca h . i vi nhng h thng phc tp, Ngi tra cu c th cn phi lm quen vi phn giithiu trc.

Mt s th vin c dch v cung cp ti liu gip bn thc hin tm kim vi mt chi ph hn ch v gi kt qu cho bn.Tuy nhin, s dng dch v ny bn cn phi ng k l thnh vin chnh thc ca th vin .

Phng c hu ht cc th vin u c tp h tiu dng, bo ch quc t, tp ch thng mi, bo co thng nin vi khi c c s d liu trc tuyn v cc bi bo v bo co v th trng.

* Bo tp ch thng mi

Cc tp ch thng mi c xut bn ti th trng mc tiu ca bn rt c ch cho vic thu c cm nhn chung vhot ng trn th trng hin hnh

Cc i th cnh tranh, xu hng, cc vn v quan im hin ti, cc i l v nh phn phi nng ng. i khi cc nhng bi vit c bit cha cc s liu thng k v th trng c lin quan. C th nhn c cc loi tp ch ny tnc ngoi bng cch lin h qua th in t, hi ti th vin, i s qun hoc nh ngi quen ang sng ti . Sau

, bn c th ngh h cung cp cc s c.

* Cc ngun thng tin khc

Phng php thu thp thng tin t cc t chc khc nh cc c quan hang khng, cc c quan thng k quc gia, trinlm cng tng t nh nu trn.

Lin h vi cc ngun thng tin ny s gip doanh nghip hiu c mt cch c bn v cc thng tin c sn v quanim ca cc chuyn gia (v d nh cc hip hi hoc bo gii thng mi). T bn s c c rt nhiu "ch dn"v cc ngun thng tin khc phc v cho vic nghin cu su hn.

B. Nghin cu ti vn phng s dng Internet

Mng Internet cung cp ngun thng tin gn nh v tn. Gn y, s pht trin trong lnh vc in t v cng nghthng tin din ra rt nhanh. Nu kt ni Internet, bn c th tip cn v s ngun thng tin ngay ti bn lm vic camnh.

K thut cn bn thu thp d liu

Internet l mt cng c tm kim thit yu v hu ch, c th tit kim rt nhiu thi gian.. Tuy nhin, trnh b thtvng, cn sang to khi nhp cc t kho v gii hn phm vi tm kim ng lc. Khi t pht tm km mt ch no ,c th bn s cht nhn ra l ang ngao du vo mt ng kt ni c v th v nhng li khng mang li kt qu g. Sau bn xem ng h v thy tiu ph vi gi m khng tm c thng tin g v ch ang tm kim, do li phivo mng ln na v c th li tip tc b tht vng. Do vy, hy c gng chun b sn sang, sang to v lun "bm cht"theo ch ang tm kim v phi bit dng li ng lc.

Cch cu trc vic tm kim trn mng Internet

Tng t cc k thut tm kim khc, hy cu trc (xc lp v sp xp theo trnh t) vic tm kim v ghi ra trc nhngg cn tm v lun c sn bn "K hoch Nghin cu" (xem Mc 2.3) bn mnh. Bn cng c th tm kim theo cc cch:

Tm kim theo t kho s dng cc cng c tm kim

Tm kim ti cc trang web v cc ng kt ni trn cc trang web

Tm kim ti cc c s d liu trc tuyn


11/26

Tm kim ti cc cng thng tin lin quan n sn phm ca bn

* Tm kim theo t kho

C khong trn 100 triu trang web trn khp th gii cha lng thng tin nhiu hn bt k th vin no c th cungcp. Lng thng tin khng l ny li c cc nh cung cp d liu phn loi theo cch ring ca h, do khng ccch tm kim l tng no c th p dng chung. Tuy nhin cng c mt s k thut v k nng lin quan n vic thu

hp phm vi hoc tm kim c chn lc gip tit kim c thi gian cho bn.C th tm kim mt cch sng to bng vic s dng cc t kho khc nhau. Cng c th gim thiu s t cn nhpbng vic them m vo cc t kho. cc cng c tm kim khc nhau cc m ny c th khc nhau. V d nu cn tmthng tin th trng ht nhn cao cp Ty Ban Nha, c th tm bng cc m sau:

ng) Ch r cc t phi xut hin trong tng trang web

V d ni t Spain+market+nuts (b qua du cch

) Xc nh cc t khng xut hin trong tng trang web

V d: Spain+market-flea market, loi tr "flea market"

rch) Ch r chnh xc cm t ang tm kim

V d: "the Spainish food market"

Ni 2 t tr ln

V d: Spain AND market AND nuts (th vi du cch)

Tm kt hp theo cc t

Dng kt hp vi AND loi tr cc tTt nht l hy t thc hnh lm quen vi cc k thut tm kim bng vic th nghim. V d, trc tin c th tmtheo t kho bng ting Anh ri sau dch sang ting Ty Ban Nha tm kim.

y cn c gng t ra gii hn thi gian, v d 1 gi ng h cho mt ln tm kim, ti a 10 trang web. Ch rng,

cc ti liu trn mt trang no cha cc t kho tm kim cng c th khong lin quan n ch bn ang tm kim.V vy hy c gng s dng nhiu t kho hn,thay i thng xuyn v mi ln li s dng cc thut ng khc nhau

Cng c tm kim: Hy s dng mt vi cng c tm kim trong www.googe.com l ph bin hoc nhng cng ckhc nhwww.msn.com

ww.altavista.com. Nu ang cn tm thng tin c th v Ty Ban Nha, hy s dng cc cng c tm kim ca Ty BanNha. C th tm thy chng ti a chwww.searchenginewatch.comhocwww.whitelines.nl

m kim thng tin v th trng ht c nhn cap cp Ty Ban Nha Tm theo t kho

g trnh duyt Internet Explorer, Netscape hoc cc trnh duyt khc truy cp vo mt cng c tm kim (v.google.com)

m kim theo mt trong cc nhm t kho sau hoc bt k cch kt hp no khc

market luxury nuts

arket+nuts

nsumption nuts
http://www.googe.com/http://www.googe.com/http://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.msn.comhttp://www.searchenginewatch.com/http://www.searchenginewatch.com/http://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.whitelines.nlhttp://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.whitelines.nlhttp://www.google.com/http://www.googe.com/http://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.msn.comhttp://www.searchenginewatch.com/http://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.whitelines.nlhttp://www.google.com/


12/26

nuez

AND nuze NOT pistachios

oduction+nutsalina Blanca+nuze

m theo ch

m kim trong c s d liu cc trang web ca cc,cn b v c quan thng k ca Ty Ban Nha cc thng tin lin cc c im v nhn khu hc, kinh t x hi , vn ho v cuc sng thng nht. trang web ca cc tp ch tium cc thng tin v thi quen n ung ca ng Ty Ban Nha v cc vn v sc kho.

* Tm kim ti cc trang web v cc ng kt ni trn cc trang web

C th lt qua trang web ca cc t chc, cng ty v cc nh bn l cc nc EU xem c th tm c nhngthng tin g. Bn cn bit a ch trang web ca cc t chc hoc c th tm theo tn t chc hoc theo m tn min

quc gia. Mi a ch web u c mt "ui" hoc tn gc (TLD) phn nh c im ca t chc hoc m quc gia. V d:

ng ty thng mi

cung cp dch v

hc phi chnh ph

hc chnh phV d, nu mun bit loi ht no ang c a chung Ty Ban Nha th hy c gng tm loi ang c hang bn lln nht bn. Ty Ban Nha, EL Corte Ingles l ca hang bch ho tng hp ln nht, rt quan trng trong vic bn l

thc phm v c kh nhiu thng tin trn trang web ca h. Nu khng c a ch chnh xc, hy th truy cptrangwww.elcorteingles.es(es l m quc gia ca Ty Ban Nha) hoc www.elcorteingles.com. Ngoi ra, bn c th g"El Corte Ingles" nh t kho khi s dng mt cng c tm kim.

Ti trang web ny, c th xem phn dnh cho thc phm (alimentacion) trong trng by cc sn phm v gi. Cngc th tm thy cc chnh sch mua hang ca h i vi cc nh cung cp nc ngoi. Qua cc ng kt ni hu chtrn trang web, bn c th truy cp ti 2 chui i siu th ln nht Ty Ban Nha l Eroski v Hipercor, c hai u do ElCorte Ingles iu hnh.

Bn cnh cc trang web ring ca cc cng ty, cc chnh ph, cc c quan thng k, cc t chc phi chnh ph, hip hithng mi, cng giao dch, hi ch thng mi, th bo gii thng mi cng c cc trang web ca h. Ngoi ra, cngc th tm c nhng thng tin hu ch t cc c quan truyn thng trn khp th gii (v d t Thi bo Ti Chnh),ng ti cc bi vit v nn kinh t EU, cc ngnh cng nghip c th v cc cng ty ring l.

m kim c th hn ti cc trang web lin quan ti cc loi ht c nhn:hun b sn "K hoch Nghin cu" v s ghi chp

ruy cp vo a ch web site ca cc t chc sau:

c nhn quc t: www.nuthealth.org

he Cracker":inc.treenuts.org/cracker.html
http://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.elcorteingles.eshttp://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.elcorteingles.eshttp://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.elcorteingles.eshttp://www.elcorteingles.com/http://www.elcorteingles.com/http://www.nuthealth.org/http://inc.treenuts.org/cracker.htmlhttp://inc.treenuts.org/cracker.htmlhttp://www.ecvn.com/ROOTSYS/book/anyone/nghiencuuthitruong/www.elcorteingles.eshttp://www.elcorteingles.com/http://www.nuthealth.org/http://inc.treenuts.org/cracker.html


13/26

he Clipper":www.agropress.com

ket, tp ch lng thc thc phm ca Ty Ban Nha:

market.es

iao dch v cc thnh phn trong lng thc, thc phm:

rid.net

maps hoc C-maps: www.intracen.org

o dch kinh doanh Ty Ban Nha: www.spaindustry.com

n thng k Ty Ban Nha (INE): www.ine.es

u cc a ch khng cn tn ti, hy s dng cc cng c tm kim tm trang web mi bng cch nhp tn cc tp ch lin quan* Tm kim ti cc c s d liu trc tuyn

S dng cng c tm kim c th khng th tm c mt s c s d liu trn Internet. Nhng c s d liu ny ch cth tm c trn cc trang web c th nh trang ca chnh ph hoc cc trng i hc. Tm kim cc trang web ny,v d www. usatrade.gov, rt c gi tr v trn c th tm c cc bo co th trng v cc nc EU c xay dngcho cc nh xt khu M v c th ti v s dng min ph.

Ngoi ra bn cng c th mua cc bo co cp nht thng tin lin quan trc tip n sn phm ca mnh t cc c sd liu trc tuyn. Cc c s d liu trc tuyn c iu hnh bi cc nh cung cp thng tin kinh doanh nhLexisNexis, Marketresearch.com v cc cng ty nghin cu th trng nh Nielesn, Mintel, Frost&Sulivan, Euromonitor,Snapdata

Mt s tp ch a ra cc bi vit ca h ln mng v tnh ph vi ngi s dng. Thng thng c th ti phn tm tthoc mc lc ca cc bi bo v xem chng tht s ph hp i vi sn phm ca bn khng.

Khi a ra quyt nh mua mt bo co, bn phi thanh ton trc bng th tn dng hp l. Sau bn c th tibo co v my tnh hoc nhn qua th in t hoc CDROOM hoc bng ti liu in. a s bo co u rt t k c khibn mua tng phn. N c thi gian, bn c th tip tc tm kim cc thng tin min ph trn cc trang web khc.

* Tm kim ti cc cng thng tin

Cc cng thng tin theo ngnh hang c thit k di hnh thc "mt ni p ng mi nhu cu v thng tin" v nidung do cc chuyn gia rt am hu v ngnh to lp. i vi cch ngnh khc nhau s c cng thng tin hu ch khcnhau cung cp thng tin y v ton din hoc ng vai tr "cng kt ni" ti cc ngun thng tin khc trn mngInternet. y l ni rt tt bt u vic tm kim thng tin. Phn ln cc cng ny cung cp cc tin tc v cc ngnhcng nghip, thng tin v s pht trin sn phm,danh b doanh nghip,s liu thng k thng mi,cc ngun tin v ikhi c cc sn giao dch thng mi. Ngoi ra, chng cng cung cp thng tin v cc quy nh hin hnh,quy nh mihoc quy nh sp c ban hnh. Bn c th tm thy a ch mt s cng thng tin trn Internet phn Ph lc 1 cacun sch ny.

Nhng thng tin khc v cc cng thng tin trn Internet c th tm trong cc bo gii thng mi hoc cc ngun thng

tin trc tuyn khc nh trang web ca CBI: www.cbi.nl (c coi l u mi cung cp kt ni ti cc a ch khc) hoccng c p-maps (www.p-maps.org) ca trung tm thng mi quc t (ITC)

Cc ngun thng tin c th

Cc ngun ny c th cung cp cho bn tng v mt ngnh hang nhng c th cha c th v sn phm hoc thtrng bn a ra quyt nh ng n.

Thng th cha c nghin cu v sn phm c th ca bn hoc c cng ty nghin cu nhng h khng chia sthng tin vi cc i th cnh tranh. Hn na, d liu t cc ngun th cp c th lc hu ti t nht l 1-2 nm, cbit khi chng c s dng s liu thng k. Ngoi ra cc nc EU pha nam thng cung cp s liu thng k tngi chm. Trong khi , cc xu hng th trng c th thay i.
http://www.agropress.com/http://www.agropress.com/http://www.alimarket.es/http://www.ingrid.net/http://www.intracen.org/http://www.spaindustry.com/http://www.ine.es/http://www.cbi.nl/http://www.p-maps.org/http://www.agropress.com/http://www.alimarket.es/http://www.ingrid.net/http://www.intracen.org/http://www.spaindustry.com/http://www.ine.es/http://www.cbi.nl/http://www.p-maps.org/


14/26

S cn thit phi ng k tm kim trn website

Thng thng, cn ng k c th tm kim thng tin trn cc trang web v c th truy cp min ph cc d liu vbn tin c bn. Th tc ng k c th min phia nhng li c th gy kh chu cho bn khi phi ng k gn nh ton bcc trang web khi truy cp.

Mt s vn na l phi ghi nh rt nhiu mt khu truy cp khc nhau. V vy, hy s dng mt tn truy cp v mt

khu chung cho mi trang web. Nu khng th lm iu ny hoc nu dch v ng k ca trang web t ng cung cpmt khu th hy lu gi danh sch cc mt khu trong qu trnh tm kim.

Qun l cc trang web

Khi tm kim, c th s gp rt nhiu trang web hay v nhng a ch c th lu li c trn my tnh. Trong trnh duytInternet Explorer, ngi dung c th to ra mt th mc cha cc trang web a thch (hoc cch trang c nh du),trong chng c th c phn loi the ch hoc theo quc gia bng cch s dng chc nng "OrganizeFavourites". Khi c th nhp tn cc trang web a thch nh sau:

Chn "Favourites" trn menu Explorer khi ang m trang web bn quan tm.

Bm "Add to favourites" v lu trang web a thch vo th mc phn loi mong mun. Ngoi ra cng c ththay i tn lu tr trong th mc c trang web.

In v lu cc trang web trn internet

Khi tm kim trn mng internet, ngi dung c th in cc trang hu ch hoc ct (cut) v dn (paste) phn vn bn cacc trang vo mt trng trnh s l vn bn, v d nh Microsoft word. Trc tin dung chut chn phn vn bn vdung chut phi copy. Sau s dng tnh nng paste special trong menu Edit rn phn vn bn cha c nhdng vo mt ti liu mi.

2.2.3 Nghin cu thc a

Nghin cu thc a l k thut thu thp cc d liu s cp thng qua cc cuc phng vn, bng cu hi, kim tra ti ccca hng, quan st, th nghim sn phm iu ny c ngha l bn thc hin vic thu thp thng tin ngay ti hintrng. y, phm vi nghin cu ti vn phng), ti bi cnh c th v sn phm ca bn.

Vai tr ca nghin cu thc a

Thng thng cn thit phi xem xt nh gi cc ti liu tm c qua nghin cu ti vn phng v tin hnh thu thpcc thng tin b sung. Vic phng vn nhng ngi bn hng v mua hng c th thu c nhng thng tin b sung rtgi tr. nh ngn cu thc a bn c th bit c nhng suy ngh thc ca nhng ngi c nghin cu v cng ty ,t nc hoc v sn phm ca bn .ngay c khi cc s liu thng k cho thy mt th trng ang tng trng thnghin cu thc avn c th ng vai tr ch cht trong vic gip a gia quyt nh cui cng liu c ln gia nhp thtrng hay khng v nu c th phi thc hin nh th no.

Nghin cu thc a l mt quy trnh trn vn

Nghin cu thc a tp trung vo ng c mua hng ca ngi mua hoc ngi tiu dung (v d: v sao h li mua snphm ca bn thay v ca i th cnh tranh?). Thng tin thu c v ng c mua hng ny s l c s cho chin lcnh v sn phm ca bn. V vy, nghin cu thc a i hi mt cch tip cn chuyn su, k lng v ton din. Do, mi ch nghin cu (v d nh xu hng v gi c trn th trng) u i hi c mt quy trnh nghin cu trnvn. l l do ti sao nghin cu thc a tn nhiu thi gian hn nghin cu ti vn phng. Khi nghin cu ti vnphng, c th kt hp vi ch trong mt qu trnh nghin cu.

Nghin cu thc a

u im (nu t thc hin) Nhc im

ip xc trc tip s cho cm nhn tt hn v th trng c hi gp g khch hng tim nng

th iu chnh danh sch cc thng tin cn thu nhptrnh nghin cu

Thng tn km hn d tnh

Mt nhiu thi gian do thiu cc mi quan h

Tn thi gian nh gi tin cy ca cc chuyn gcu (xem Mc 4.2)


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Thc hin nghin cu thc a mt cch tin cy v chuyn nghip

C mt s phng php khc nhau c s dng khi thc hin nghin cu thc a. Tu thuc vo c mu nghin cu(tc l s ngi c la chn nghin cu), quc gia, ngn sch, bn c th quyt nh vic s dng chuyn gianghin cu. Nu mun kt qu nghin cu ng tin cy i vi khch hng, bn c th quyn nh s dng mt phngphp mang tnh khoa hc hn, v d nh s dng bng cu hi phng vn mt nhm ngi bn hng hoc ngimua. c them chi tit v phng php lm vic vi cc chuyn gia nghin cu, xem mc 4.2.

Bt u vic nghin cu thc a ngay trong nc Nghin cu nhng cng ty xut khu sang EU: Bn c th trao i vi cc nh xut khu khc , c bit l

nhng n v xut khu sang cc th trng bn ang quan tm. Nhng thng tin no m h bit c gi tr i vibn? Thm ch ngay c khi h khng sn long cung cp th bt k thng tin no thu c cng c ch. Tuy nhin sau cn kim tra xem nhng thng tin c ph hp vi nhng d kin m bn c hay khng.

Nghin cu cc nh xut khu sn phm tng t: Nu bn c th trao i c vi cc cng ty xut khusn phm tng t (nhng khng phi l snr phm cnh tranh trc tip) th cng c th c ch. Bn cng c th tm cchkt hp cc ngun lc nghin cu v cng thm nhp th trng vi h.

Nghin cu tha a ti cc hi ch trin lm

C mt cch tip cn thc t hn l thc hin phng vn cc nhn vt ch cht, v d nh cc nh nhp khu, cc nh

bn s cc nh bn l. Khi ti thm cc cc trin lm cc nc EU. Bn nn cn nhc 5 vn sau:

(1) Lp k hoch ti thm trin lm

Nu bn d nh ti thm mt cuc trin lm , hy ln k hoch k trc (khng nn ln k hoch trc khi n thm chtrc 2 tun). Nu thng bo gp qu s rt kh thu xp cc cuc hn. Nu ngi bn mun gp ha s cung cpthng tin, hy h c thi gian chun b.

Hy c gng t trc mt cun catalo ca trin lm v kim tra a im trin lm. Bng cch ny, bn c th lm quenvi cc loi mt hng, ch im ca cuc trin lm cng nh cc sn phm trng by v tm ra nhng gian hng v milin h tt.

Khi tip cn, cn phn bit cc hnh thc sau:

p g khch hng tim nng

p g i th cnh tranh

-> Xem xt cc c hi ca bn trn th trng ca h-> Xem xt phng php tip cn th trng ca h

(Cn b ca bn c th ng gi ngi mua)

(2) Thu xp cc cuc hn

Hy c gng tm c ng ngi cn lin h v thu xp trc mt cuc hn vi h. Gii thch ngn gn rng bn quantm ti cng ty, sn phm v vn ho ca h. Khi lin h c th y chnh l cch vo c nhng gian hngln, Thng thng cc gian hng ln khng cho php mi ngi vo nu khng c hn trc, k c khi ngi hn gpvng mt hoc qu bn rn, bn c th trao i vi mt ngi khc v quan st cc sn phm v cng tc qung b snphm ca h. v. v.

(3) La chn ng thi im

Hy la chn ng thi im ti cc cuc gp mt, v d ti hi ch trin lm. Trong thi gian u, cng vic ti hich thng rt bn rn nn mi ngi thng khng mun tr li cu hi ca nhng ngi m h cha bit r. Hy c

gng tm ra mt thi im khng bn rn hoc mt ngy gn kt thc hi ch khi mi ngi tr nn thoa mi hn tin hnh gp g.

(4) Chun b cc cu hi

Hy chun b sn mt s cu hi n gin thng trc trong u. Cng c th son sn mt bn gm 10 n 15 cu tham kho khi cn thi. Hy bt u cuc ni chuyn bng vic khen gian hng hoc sn phm ca h. V nhiu ngic mt gian hng l nhn vin kinh doanh nn h thng c xu hng ni v sn phm ca mnh. Khi c hi vbn, hy gii thiu ngn gn v cp n vic bn ang c gng lm quen vi th trng ca h. Trnh vic cho bnngay sn phm ca bn.

(5) Tr chuyn


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Nu ngi tip chuyn ni lin tc, hy kim sot cuc tr chuyn bng cch t mt vi cu hi n gin. Khng nhtthit phi gi l mt cuc phng vn. Mt cuc tr chuyn nho nh s nh nhng hn l mt danh sch di v s cccu hi.

C gng i su vo tng ch thay v lt qu nhanh t cu hi ny n cu hi khc. iu ny s gip cuctrao i din ra lin tc.

Xc nh v tr cng tc ca ngi tip chuyn v tm hiu vai tr trch nhim ca h trong cng ty

Nn hi cu hi quan trng nht vo lc cui cng v c gng ngh h gii thiu mt ngi bn lin hv sau. Nu ngi cung cp cho bn thng tin hu ch, bn c th tng h mt mn qu nh hoc mt vt k nimno ca nc bn.

Sau i thm tng gian hng, nn ghi vo s tay cc thng tin lin quan cng nh mt s chi tit v cng tynh sn phm, ngi lin h, nhng iu c bit m ngi cung cp thng tin ni ti, thm ch c nhng iu mangtnh cht c nhn (v d h n nc bn nm ngoi).

Nghin cu thc a bng phng php kim nh trc tip ti cc ca hng

Khi ang mt nc EU, bn c th n thm v quan st trc tip ti mt s ca hng. Ti , c th ly cc t bogi v xem cc sn phm cnh tranh hoc tng t vi sn phm ca bn c by bn ra sao. Cng c th n xemnhng sn phm ny chim bao nhiu din tch by bn . Xem nhng sn phm no ang c by bn trn din tchln nht v tt nht (bt mt nht). Ti y bn cng c th thu nhn c nhng n tng v cng tc qung b v cccng c bn hng ca h. Thm ch cn c th hi kin ca mt s ngi, v d ngi qun l ca hng hoc nhnvin bn hng.

Nghin cu thc a bng phng php quan st trm th trng

Quan st th trng l mt k thut gip bn hiu cc d kin thu thp c mt cch thu o hn. y, cch lm ttn km v thc t nht l quan st th trng. Cn b kho st, nhn vin tp s hoc chuyn gia nghin cu ca bnt t mnh vo v tr l ngi i mua hng b mt uan st v ghi li hnh vi ca nhng ngi mua hng khc trongca hng.

Trong cc ca hng, bn c th thu c hnh nh v i ng nhn vin (v d nh pht hin ra rng mt vi ngi trongs h khng c kh nng gii thch ng v cc sn phm k tht).

Ti khch sn, bn c th xem mt s knh truyn hnh a phng, cc chng trnh v thng mi s cung cpthng tin tng qut v nhng g ang hoc khng c a chung.

T thc hin nghin cu thc a bng cch s dng Internet

Bn cng c th t tin hnh nghin cu thc a bng cch s dng Internet thu thp cc d liu s cp.

Thit k v gi bng cau hi in t ti cc khch hng hin c.

Theo di v ln tm nhng ngi gh thm trang web ca bn (nu c)

Cung cp cc tnh nng mang gi tr gia tng trn trang web m ngi mun truy cp phi ng k s dng.

Mt v d v tnh nng mng gi tr gia tng l cung cp cho ngi truy cp dch v thng bo th in t hoc quyn truycp vo mt trn lm o h nm c s pht trin trong ngnh hng ca bn. Da trn cc thng tin thu c quavic ng k ca h, bn c th trc tip bit c nhng ngi c quan tm ti cng ty v cng loi sn phm h cn .T , bn s to lp c mt c s d liu v cc khch hng trin vng c th tip cn trc tip.


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2.3 Bc 3: Lp k hoch nghin cu

Khi xc nh r vn cn nghin cu v cc k thut nghin cu c s dng, bn cn thit lp "K hoch Nghincu" thu c cc thng tin cn thit

Phn loi d liu theo quc gia v ch

Trong qua trnh thu thp thng tin hy bt u tin hnh ngay vic phn loi tt c cc d liu thnh cc tp nh. Nh

vy s gip phn bit c d liu v nc no, hoc ch no, cho nhu cu cha v cn phi thu thp thmnhng thng tin no.

Khi tm c nhng thng tin hu ch trn Internet, hy in ra giy v phn loi theo tng nhm (v d quc gia, sn phmngi tiu dung,xu hng th trng,knh thng mi v.v..). L do nn in l v cc bn in trn giy thng d c hntrn mn hnh my tnh v ngoi ra cn cho php bn nh du cc thng tin quan trng.

Cu trc vic nghin cu bng "K hoch Nghin cu"

Khi bt u thc hin nghin cu bn nn s dng mt "K hoch Nghin cu" (xem bg di). K hoch ny s gipthc hin nghin cu mt cch hiu qu v bo m v thi gian. Sau khi thu thp thng tin, nn tm tt c thng tinlin quan thnh nhng kt lun ngn gn v tng ch . Khi thc hin xong nhng vic ny, bn s c h s v tngquc gia, trong lu tr cc d kin v s liu ch yu ban u. Nhng h s ny s gip bn nhn bit vic xut khusang quc gia d hay kh, cc bc tip theo s l g hoc cn phi nghin cu su hn vn g.

Nn c mt bn sao "K hoch Nghin cu" trn tay s dng khi tm kim trn Internet. Chc chn l khi tm km stnh c gp rt nhiu ch c phn loi theo nhiu cch khc nhau, do nu c bn k hoch trn tay s m bo

vic tm kim khng b sai lch khi ch nghin cu chnh

hoch Nghin cu (nm 2004)

uc gia/Ch Ngun D kin thc hintrc ngy

Ngy hon thnh Kt lun vn

ng Hip hi/ cng giao dchthng mi

15/8 12/8 - Tng trng gim 2%

n ch ISO/TARIC 20/8 19/8 Cc quy nh v mi t

m/xu hng th trng Tp ch thng mi 25/8 23/8 Cn nghin cu them

ch hng p ng h s C quan thng k cStatistische Bundesamt,cc tp ch

1/9 3/9 Nh nhp khu/ t h

Public Ledger/ITC 5/9 3/9 Enduser 25-35 Euor; g

Trong nm 2004

cnh tranh Cc tp ch trang webcng ty

10/9 10/9 2 cng ty quc t ln

Cc ngun khc 15/9 Cn nghin cu them

uc Anh:h Trng

Mintel/ONS 16/8 13/8 Tng 3%

ng

Hip hi/cng giao dchthng mi

18/8 15/8 Tng 2%

Hip hi thng mi 19/8 Ch thng tin


18/26

Trong k hoch c th bao gm m t c cc k thut nghin cu c s dng (v d nh bt u bng nghin cu tivn phng s dng Internet v nghin cu thc a ngay trong nc). Tip theo c th ln k hch ving thm ccngun thng tin nghin cu th cp cc nc EU v chun b nghin cu thc a (v d thm cc cuc trin lm).Nh m t trong Mc 2.2.3, lp k hoch v chun b nghin cu l ht sc quan trng.

2.4 Bc 4: Thu thp d liu lin quan

Sau khi xy dng xong k hoch nghin cu, bc tip theo l thu thp d liu t tt c cc ngun c sn ti ccquc gia EU mt cch hiu qu nht. Nn nh rng vic tm c cc ngun thng tin thch hp ng thi nhiu ncEU hon ton khng d dng.

Hn ch ch yu ca vic thu thp d liu nc ngoi l thng khng c sn d liu v cc khu vc th trng c thhoc cc nhm sn phm c th do cc quc gia ny khng c cc c quan ca chnh ph chu trch nhim thu thpcc d liu ny mt cch thng xuyn.

C th bt u thu nhp thng tin lin quan ngay trong nc mnh. Sau tip tc vi cc nc "d", v cui cng l cc nc "kh" c t ngun thng tin sn c hn.

Thng tin sn c v d tm

Hy xem li tt c cc thng tin c sn t cc thng tin lu tr ni b nh h s bn hng v khch hng nc ngoi cabn (bao gm c gi) cho ti cc ngun thng tin bn ngoi d tm. c th l thng tin t mt t chc h tr bn v

xut khu, thng tin chung v EU, bo co thng nin ca cc i th cnh tranh ang xut khu sang EU, cc bi vittrn bo ch thng mi a phng v nhng ngun tng t. Cng c th kim tra mt s trang web c trong thmc trang web cn quan tm trong my tnh.Bt u tm kim thng tin v nhng quc gia no?

Khi nghin cu EU, cn ch rng khng nn ch xem xt mt quc gia v s dng phn ln thng tin v quc gia ny suy din cho cc quc gia EU khc. Th trng EU rt phc tp v b chia nh vi rt nhiu sn phm thuc nhiuphn on khc nhau v vn ho, con ngi ngn ng, quy tc v lut l.

S liu thng k thng mi i d tm nhng cc thng tin th trng th li kh thu nhp.

S liu thng k thng mi ca a s cc quc gia EU thng c sn v l nhng s liu "th" cho php bn cnhn nh ban u v cc th trng EU ang tng trng. Tuy nhin cn nh rng mc ti xut khu l rt cao, cbit l H Lan v B. Mt iu ng quan tm khc l trong cc s liu thng k, cc sn phm thng c phn theocc nhm c phm vi rt rng (v d theo nguyn liu th). Trong nhiu trng hp, sn phm c th ca bn li thucmt nhm sn phm rng hn, do pht sinh mt s vn cn lm r.

Thng tin th trng cc quc gia EU ln thng c sn. Anh, c v Php c cc ngun thng tin cht lng v cpnht. Cc nc ny s dng cc khi nim thng k ging nhau nn vic so snh c th thc hin d dng hn.

Hy bt u vi nhng nc c nhiu thng tin bng ting Anh nh Vng Quc Anh, cc nc Bc u, c

Nu bn ang cn nhc thm nhp th trng o th nhng thng tin v thi trng c s cung cp nhng nhn nh cbn v cc xu hng hoc tm tnh ngi dn ti cc nc ni ting c, trong c o. Hn na, hot ng ca boch thng mi ca c thng bao qut c th trng o.

2.5 Bc 5: Phn tch chuyn ho d liu thnh thng tin

Phn loi v trnh b lc hng trong mt lng thng tin qu ti

Trong 20 nm qua, nhiu tin b cng ngh v my vi tnh, ti vi, v sinh ch trong mt thi gian nhn a con ngi ttnh trng khan him sang d tha thng tin. V vy, sau khi thu thp d liu, cn qun l v s dng lung thng tinv tn ny mt cch c hiu qu.

Nh cp trong Mc 2.3, c th kim sot c d liu bng cch phn loi chng cng sm cng tt. Xem xt ccch theo quc gia tm tt trong "K hoch Nghin cu" s co thy nhng g c thc hin, nhng g cn bst v khi no c th dng vic tm kim v bt u phn tch.

Cch tip cn c cu trc ho ny gip bn khng b lc hng trong mt lng thng tin qu ti. Nu khng c thigian thc hin, bn c th ngh ngi khc lm thay v cng sm phn loi d liu bao nhiu cng tt by nhiu.

Sng lc v i chiu cc thng tin tin cy v hu ch

Cn nhanh chng c tt c cac d liu thu thp c, trong c th c mt s d liu cn c bin dch v to racc thng tin h ch. Bn cn nghin ngm cc d liu v chuyn chng thnh cc nhm c b cc. Trong qu trnh ,


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c gng nhm nhng thng tin lin quan theo tng ch , thng nht li nhng phn cn mu thun, b sung cc thngtin cn b st, xc nh cc thng tin cha chnh xc v lm su sc bc tranh ton cnh v t trng trin vng ca bn.

Vic bt u phn loi tt c cc thng tin thng k l rt quan trng. Qua phn loi s pht hin thy d liu thng kthu c v cc sn phm c th, th trng hay cc phn on th trng c th vn cha a ra cc quyt nh:hoc d liu v thng tin v mt s quc gia c th qu c, khng hon chnh hoc mt vi s liu khng thng nht,nht l khi so snh gia cc nc EU.

Khi , c th l thng tin ang b thiu ht v nu s thiu ht ny qu ln th bn s phi tin hnh nghin cu (thca) b sung. Khi cn cn nhc tht k lng cc ni dung thng tin cn thu thp them tc l bn ang thc s cnthng tin g.

Khi phn tch cc d liu th cp, nht l t cc ngun trn Internet cn quan tm n cc vn ch yu sau y:

tin cyD liu thu thp trn Internet trong cc trng hp c th c th khng tin cy. V vy cn kim tra tc gi ca bivit, hoc ca bo co, hoc loi trang web ng ti cc thng tin (trang web v thng mi, c nhn, hc gi haychnh ph). Cng cn kim tra xem trang web c ng a ch hoc s in thoi ca mt c nhn hay t chc no khng ? n tng v ton b trang web l g?

Ngoi ra, s liu thng k chnh thc ca quc gia i khi li qu lc quan, phn nh nm t ho dn tc hn l thc t.Mt khc , cc cng ty i lc cung cp doanh s bn thp hn thc t khp vi doanh s bo co vi c quanth.

Mc hon chnh

a phn cc s liu thng k u lc hu khong 2 nm so vi hin ti v l khong thi gian cn thit c quanthng k mi nc thu c d liu v tnh hnh tiu th v thng mi. Bn c th tm c cc d liu mi hn, vd t c hoc Anh, nhng cc d liu c c t 2 nm trc cng l c s tt bit v cc xu hng cc ncEU khc nhau.

Kh nng so snh

S bt cp trong kh nng so snh d liu gy ra do vic thiu d liu ti mt s quc gia. Ngay c cc quc gia thucEU cng s dng nhiu ngun, phng php v cch thc khc nhau bo co cc s liu thng k. c bit, ccquc gia EU pha nam v cc quc gia nh hn li p dng cc khi nim thng k v h thng phn loi c th ring vcc nhm sn phm hoc cc hang bn l.

V vy, hy c gng s dng mt ngun cung cp n nht cho cc thng tin tng quan (nhn khu hc, s liu thng kkinh t - x hi thng mi, s liu bn l). i vi cc sn phm c th, bn s rt kh tm c mt ngun cung cpthng tin n nht vi chi ph thp.

Bn c th tm c ngun cung cp thng tin dng c th ny ti cc c s d liu trc tuyn hoc trong cc bo coca cc nh cung cp thng tin kinh doanh nhng gi rt t v thm ch khi cng khng chc chn v mc chnhxc ca chng. Cc d liu c th so snh tt nht c cung cp bi Nielsen, Gfk, Taylor-Nelso SOFRES, IPSOS hocNPD. Cc cng ty ny hot ng chuyn su lnh vc theo di v thu nhp thng tin v hot ng bn l v nhng thngtin ny c cc chi nhnh ca h ti EU phn tch.

Cc mi lin quan v tnh nht qun

Khi phn tch, nn c gng tm hu mi lin quan gia cc bin s nh gi c, thu nhp v doanh s bn l, v d milin quan gia thu nhp cao, cc h c than v vic mua hng tiu dung lu bn ( in gia dng, my nh k thut s,cc thit b m thanh). Cng c th tm hiu cc nguyn nhn ca vic tng, gim doanh s bn hng hoc nhp khutng vt.

Bn nn kim tra nhng mi lin quan nh vy tng quc gia. Hy bt u vi c v quc gia ny l mt trong nhngquc gia c ngun thng tin chnh xc v ng tin cy nht ti EU

Bng vic xc lp cc mi quan h gia cc d liu, bn c th kim tra tnh nht qun ca chng. Ngoi ra hy tm hiumi lin quan gia cc d liu s cp v th cp. Khi nhng mi quan h nh vy c lm r, chng ta s gip bnhu r hn v s pht trin trong tng lai ca mi nc. V bn c th vn dng nhng hiu bit ny khi c tnh mccu ca th trng v d bo doanh s bn hng.T chc v i chiu d liu vi vn cn nghin cu

Khi hon thnh cc ni dung trong "K hoch Nghin cu" cng nh c k v phn tch thng tin v tng quc giav tng ch , bn s hiu r hn v th trng EU - vn cn nghin cu ca bn. Tuy vn cn tip tc xem xt liu c cc cu tr li cho sn phm c th ca mnh hay khng nhng t nht ti thi im ny bn c th thyc r hn vic c nn thm nhp vo mt s th trng no hay khng v cc bc tip theo nn nh th no. Cth c mt s thng tin cn b st cn c b xung qua nghin cu thc a v bn c th thu nhp b sung khi kthp vi chuyn cng tc ln ti sang EU.


20/26

Ngoi ra, n y bn nhn thc c s phc tp v thiu r rang nhng th trng trin vng, v d v s khc bitln gia cc vng ti cc quc gia ny. Do , qua vic bit c nhng nguyn nhn s gip bn xc nh c ccvn cn nghin cu trong giao on tip theo.

Tt c cc thng tin u quan trng i vi chin lc marketing xut khu ca bn v u rt hu ch khi bn trao ivi khch hng.

2.6 Bc 6: Chuyn i thng tin thnh tri thc ng dng

Gii thch nguyn nhn v d on vn s xy ra

Ti thi im ny khi tt c cc d liu c thu thp v t chc thnh thng tin hu ch , chng cn c chuynho thnh tri thc. Hy c gng tm hiu v gii thch nguyn nhn ca nhng vn quan trng, sau d on vic gs xy ra, s pht trin nh th no v c th tc ng n n nh th no.

Trong qu trnh chun ho thng tin, bn hy s dng k nng phn tch v chuyn mn ch ra s vn hnh ca thtrng, lm r nhng thch thc, c hi, cng nh nhng hu qu c th do nhng i tng khc trn th trng gyra (v d cc i th cnh tranh)

C th tng hp cc tri thc ny thnh mt bo co ngn gn. Vic chn b mt bo co chi tit c th mt nhiu thigian. Khi lm vic vi chuyn gia nghipn cu, bn c th c c mt bn bo co r rang, d hiu v chi tit bng vnbn v y l mt trong nhng k nng ca h

Nu phi t trnh by kt qu nghin cu n cp cp c lin quan, bn c th chun b bo co bng li thay cho bo

co bng vn bn.

D c trnh by di hnh thc no, cc kt qu nghin cu cng ngn gn v r rang cng tt. S dng quy tc"Ngn gn v n gin" K.I.S.S.(Keep It Short and Simple) khi trnh by kt qu nghin cu s khng ch c tc dngvi chnh bn m cn c nhng ngi khc nh gi cao.

Kt qu nghin cu ti thiu phi bao gm ngng ni dung sau:

Gii thch ngn gn l do ti sao li thc hin vic nghin cu

Mc ch nghin cu

Phng php nghin cu

Nhng kt qa nghin cu chnh (ngi tiu dung, xu th ca i th cnh tranh, c hi, thch thc)

Kt lun v kin ngh

Ph lc (s liu thng k, a ch lin h)

Bo co nn r rang d hiu i vi tt c nhng ngi c lin quan v ra nhng hot ng c th tip theo.

Hi nghin cuth trng(Anh) nh nghanghin cuth trngl mt phn khoa hc x hi, s dng cc

phng php khoa hc thu nhp thng tin v th trng sn phm v dch v.

N bao gm tt c cc phng php nghin cu tm hiu kin, thi , l do yu thch v ng lcca

khch hng.

Vi ngi lm PR, nghin cu th trng l vic hu ch v cn thit. C th chia nghin cu th trng thnh 4

loi sau:

+ Nghin cu da trn d liu sn c

+ Nghin cu bng phng vn

+ Nghin cu khng theo th thc

+ Nghin cu thng xuyn
http://www.marketingchienluoc.com/ph%C3%A2n-t%C3%ADch-marketinghttp://www.marketingchienluoc.com/ph%C3%A2n-kh%C3%BAc-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dnghttp://www.marketingchienluoc.com/ph%C3%A2n-kh%C3%BAc-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dnghttp://www.marketingchienluoc.com/ph%C3%A2n-kh%C3%BAc-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dnghttp://www.marketingchienluoc.com/ph%C3%A2n-t%C3%ADch-marketinghttp://www.marketingchienluoc.com/ph%C3%A2n-t%C3%ADch-marketinghttp://www.marketingchienluoc.com/ph%C3%A2n-kh%C3%BAc-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dnghttp://www.marketingchienluoc.com/ph%C3%A2n-kh%C3%BAc-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dnghttp://www.marketingchienluoc.com/ph%C3%A2n-kh%C3%BAc-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dnghttp://www.marketingchienluoc.com/ph%C3%A2n-t%C3%ADch-marketinghttp://www.marketingchienluoc.com/ph%C3%A2n-kh%C3%BAc-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dnghttp://www.marketingchienluoc.com/ph%C3%A2n-t%C3%ADch-marketinghttp://www.marketingchienluoc.com/ph%C3%A2n-kh%C3%BAc-th%E1%BB%8B-tr%C6%B0%E1%BB%9Dng


21/26

Mi phng php nghin cu u c nhng u khuyt im ring. Vic la chn phng php no s ph thuc

vo loi thng tin cn thu nhp, thi gian, mc tip vn vi i tng phng vn, ngun ngn qu, hay mc

chnh xc c th t c. C th thc hin nhiu phng php cng mt lc.

MT S K THUT NGHIN CU TH TRNG

Nghin cu kin, thi hay s thay i (opinion, atti-tude or shift surveys): Thng s dng cc cu hi

c cu tr li l c, khng hay khng bit. Loi nghin cu ny nhm tm hiu xem mi ngi bit, hiu

hay tin vo ci g, ng thi o lng nhng thay i v s nhn bit, kin hay nim tin.

Nhm ngitiu dng(consumer panel): Cho nhm ngi in vo bng cu hi hay th nghim sn phm.

Vic nghin cu c th din ra bng cch n gp trc tip nhm ngi ny hoc gi bng cu hi, hay cho

ngi n phng vn h thng xuyn. Phng php ny nhm tm hiu i tng no thng mua sn phm

no, s lng bao nhiu, mc thng xuyn v u.

Nghin cu ng lc (motivation research): Ngi khi xng dng nghin cu dng ny l Tin s Ernst

Ditcher. Bng cc phng php tng t nh cch kim tra lm sng hay tr thng minh, dng nghin cu ny

nhm tm hiu ng lc tim n, ch khng tm hiu nhng kin hay thch c nu sn.

Nhm tho lun (discussion group): y l mt hnh thc tm hiu ng lc thc y t tn km m hiu qu

hn. Nhm ngi c chn s a ra kin trc nhng cu hi m ngi hng dn t ra. Nhc im ca

phng php ny l nhm ngi nghin cu c th qu nh, khng th i din cho s ng. Ngoi ra, thnh

kin ca ngi hng dn c th nh hng n kt qu nghin cu.

Tr li cu hi qua in thoi (telephone questionnaire): Cc cuc iu tra thm d kin nhng ngi xa

hay khng tp trung mt khu vc c th c thc hin qua in thoi. Phng php ny hu dng cho vic

nghin cu ca ngnh cng nghip. Ngoi ra, c th dng n thm d kin nhanh trc nhng cuc bu c.

Phng php ny ph thuc vo vic mi ngi c in thoi v vui lng tr li hay khng.

Tr li cu hi qua th tn (postal questionnaire): Bng cu hi s c gi n mt s i tng. Phng

php ny ph thuc vo ngi tr li c hng th v c vui lng hp tc hay khng. N t tn km hn nhng

cuc phng vn trc tip (v phi tr cng cho ngi i lm cng vic phng vn) nhng kt qu c th gy

thnh kin hay khng c gitr v s lng ngi tr li qu t. Phng php ny c th dng tm hiu v mc

lng ca gii chuyn mn.

Nghin cu qua phiu tr li (coupon survey): Bng cu hi s c ng trn bo, nhng r rng im yu

ca phng php ny l ch c nhng ngi tht s quan tm mi gi cu tr li.

Kim tra nh bp (pantry check): Nhng nh nghin cu s n kim tra nh bp ca mt nhm ngi ni

tr c th c thu ghi nhn cc nhn hiu, sn phm trong t chn, t lnh, phng tmm h s dng.

Kim tra thng rc (dustbin check): Mt cch nghin cu bng quan st khc l nhng nh nghin cu s ghi

nhn cc nhn hiu ctiu dng c mt trong thng rc nh thu nhp thng tin.

Thu nhp thng tin t cc ca hng, v ngi bn (dealer,retail or shop audit): L mt hnh thc nghin

cu thng xuyn m cng ty AC Nielsen p dng v tr nn ph bin. H s kim tra nh k lng hng

trong kho v ho n ca mt nhm ngi bun bn (c thu lm cuc nghin cu). S lng sn phm
http://www.marketingchienluoc.com/marketing/marketing-h%C3%A0ng-ti%C3%AAu-d%C3%B9nghttp://www.marketingchienluoc.com/marketing/marketing-h%C3%A0ng-ti%C3%AAu-d%C3%B9nghttp://www.marketingchienluoc.com/marketing/marketing-h%C3%A0ng-ti%C3%AAu-d%C3%B9nghttp://www.marketingchienluoc.com/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-gi%C3%A1http://www.marketingchienluoc.com/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-gi%C3%A1http://www.marketingchienluoc.com/marketing/marketing-h%C3%A0ng-ti%C3%AAu-d%C3%B9nghttp://www.marketingchienluoc.com/marketing/marketing-h%C3%A0ng-ti%C3%AAu-d%C3%B9nghttp://www.marketingchienluoc.com/marketing/marketing-h%C3%A0ng-ti%C3%AAu-d%C3%B9nghttp://www.marketingchienluoc.com/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-gi%C3%A1http://www.marketingchienluoc.com/marketing/marketing-h%C3%A0ng-ti%C3%AAu-d%C3%B9ng


22/26

mua v cn tn kho th hin hot ng mua bn. Nh vy c th thng k cc sn phm khc nhau c bn ra,

so snh vi nhng sn phmcnh tranh, thy c th phn ca mi sn phm. Sau mt thi gian, c th quan st

s pht trin hay suy yu ca sn phm, v nhng chuyn bin c th c l gii theo tc ng ca qung

co,khuyn miv nhng ngun nh hng khc.

Nghin cu nh tnh (qualitative research): Tng t nh phng vn c chiu su, hnh thc nghin cu ny khc phc c nhng kh khn vn cn tr vic nghin cu cc nc ang pht trin, ni khng c thit b

y nh cc nc cng nghip. Cch thc thc hin l tin hnh nhng cuc phng vn c th ko di n 3

gi v thu bng li. Trong trng hp ny, nhm i tng phng vn tng i nh, tuy nhin nu i din cho

nhm khch hang in hnh v nhm thiu s, th hnh thc nghin cu ny cng s thu c nhiu thong tin

ng gi. Nigeria, ngi ta dng phng php nh tnh nghin bia v thuc tr su.

Nghin cu v hnh nh cng ty (image study): Mc tiu ca cuc nghin cu ny l so snh im yu v

im mnh ca mt s cng ty tng t nhau, trong cng ty thc hin nghin cu s khng cho ngi tr li

bit h l ai ( cu tr li c khch quan). Thng qua kt qu nghin cu, cng ty c th khc phc im yu

v pht huy im mnh. Hnh thc nghin cu ny rt hu ch cho ban lnh o v hnh nh ca cng ty nhn tbn ngoi c th rt khc bit vi hnh nh ni b. thc hin cuc nghin cu dng ny, c bit l i vi

nhng cng ty cng nghip cung cp ho cht, nhm i tng c th nh v cuc nghin cu c th thc hin

bng in thoi hay ni chuyn trc tip.

Nghin cu th trng l mt ti ln. Cc phng php thng p dng trong PR l nghin cu nhng thng

tin sn c, thm d kin v nht l nghin cu hnh nh t chc i vi cng chng. Nhng nghin cu ny c

th gip ch rt nhiu trong vic ln k hoch chng trnh PR (t tn km hn), v trong vic nh gi kt qu..

(Theo Ph V B n PR)

Mi cng ty chc hn c mt b quyt vic hc tp th trng chnh xc ph hp nht vi c th bao b ca h,

nhng dy chuyn hc tp th trng u gm c cc bc sau.
http://www.marketingchienluoc.com/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-c%E1%BA%A1nh-tranhhttp://www.marketingchienluoc.com/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-c%E1%BA%A1nh-tranhhttp://www.marketingchienluoc.com/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-c%E1%BA%A1nh-tranhhttp://www.marketingchienluoc.com/truy%E1%BB%81n-th%C3%B4ng-marketing/qu%E1%BA%A3n-tr%E1%BB%8B-qu%E1%BA%A3ng-c%C3%A1ohttp://www.marketingchienluoc.com/truy%E1%BB%81n-th%C3%B4ng-marketing/qu%E1%BA%A3n-tr%E1%BB%8B-qu%E1%BA%A3ng-c%C3%A1ohttp://www.marketingchienluoc.com/truy%E1%BB%81n-th%C3%B4ng-marketing/qu%E1%BA%A3n-tr%E1%BB%8B-qu%E1%BA%A3ng-c%C3%A1ohttp://www.marketingchienluoc.com/khuy%E1%BA%BFn-m%C3%A3ihttp://www.marketingchienluoc.com/khuy%E1%BA%BFn-m%C3%A3ihttp://www.marketingchienluoc.com/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-gi%C3%A1http://www.marketingchienluoc.com/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-gi%C3%A1http://www.marketingchienluoc.com/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-c%E1%BA%A1nh-tranhhttp://www.marketingchienluoc.com/truy%E1%BB%81n-th%C3%B4ng-marketing/qu%E1%BA%A3n-tr%E1%BB%8B-qu%E1%BA%A3ng-c%C3%A1ohttp://www.marketingchienluoc.com/truy%E1%BB%81n-th%C3%B4ng-marketing/qu%E1%BA%A3n-tr%E1%BB%8B-qu%E1%BA%A3ng-c%C3%A1ohttp://www.marketingchienluoc.com/khuy%E1%BA%BFn-m%C3%A3ihttp://www.marketingchienluoc.com/chi%E1%BA%BFn-l%C6%B0%E1%BB%A3c-gi%C3%A1


23/26

Bc 1 Xc nh ni dung cn nghin cu

M t vn

Thit lp chin thut nghin cu

Xy dng cc thc mc nghin cu

Chun b cc cu hi nh

Ln k hoch v thi gianBc 2 Thit k nghin cu

Trong bc 2 ny, cng ty c th trong tha mn tnh t m th trng v ang xc nh c bit v chi tit nhng yu

t c bit sau

Phng php nghin cu

Cch thc mun tm hiu s liu

Cng c hc tp l g

Chn nhng mu nghin cu


24/26

Bc 3 Thu thp cc kt qu d liu

C hai loi t kha l d liu s cp v t kha th cp

D liu s cp/ban u (Primary data): s liu t iu tra, thng k do a im hc tp t chc thu thp.

D liu th cp (Secondary data): L nhng thng tin gi c thm d t cc ngun kh b bo, sch, ti

liu nghin cu ca chnh ph, tham kho trn mng, bo co rt chi tit tha mn lng ham hc hi thng mi.

chng thc tnh chi tit nht ca cc thng tin cn thit th cn phi tm cc thng tin tng t nhng ngun

khc so snh


25/26

Bc 4 Kim

tra cht lng

Bc 5 Lm sch m ha s liu

Bc 6 Nhp d liu

Bc 7 X l v m ha s liu

Phn tch thm d nhn xt nh lng

Phn tch ch cu tr li nh tnh

Bc 8 Lm bo co chi tit kt qu tha mn tnh t m th trng

Theo Gomm

ghin cu nh lng

Phng vn trc tip vi bng cu hi c cu trc (Pen and Paper Interview - PAPI): Thng c s dng chohu ht cc nghin cu.

Phng vn vi s h tr ca my tnh (Computer-Aided Telephone Interview - CATI)

Phng vn qua th tn (Mai)l

Khch hng b n (Mystery Shopping)

Phng vn trc tuyn (Survey Online).

ng dng cho cc lnh vc nghin cu::

Nghin cu knh phn phi (Distribution channel studies)

Nghin cu phn khc (Segmentation studies)

Nghin cu thng hiu (Branding research)

Nghin cu gi (Pricing research)


26/26

t mu dng th (Product placement)

Nghin cu s tha mn ca khch hng (Satisfaction studies: Customer and Employee)

Nghin cu nh tnh

Nhm tho lun (Focus groups)1. La chn gii php2. Lp danh sch3. in vo ch trng4. B phiu5. Gii thch ngha - ng ngha6. D phng, c m7. V hnh8. Pht tr in mt d n9. Nhp vai10. Questions that foster ownership

Phng vn chuyn su (In-depth interview)

1. Bc thang2. t cu hi cho nhng vn cn n du3. Phn tch hnh th

Cc k thut phc tho:1. Ghp t2. Hon tt: hon tt mt cu chuyn, mt cu vn3. Xy dng: phn ng vi hnh v, nh gi cc hnh v hot ho?4. Din t: Nhp vai, ngi th ba

ng dng cho cc nghin cu:

Nghin cu khm ph (Customized Exploratory Study)

nh gi qung co (Ad Test)

Nghin cu nh gi tng (Concept Test)

Nghin cu thit k v bao b (Packaging/ Design Test)

Nghin cu gi (Price Test)

Nghin cu cc yu t tc ng n vic mua hng (Consumer Buying Factors)

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