CHNG II

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MC TIU CHNG IIChng ny gip cho sinh vin:Hiu cc khi nim v tm quan trng ca m hnh nghin cuPhn bit cc loi m hnh nghin cuBit cch la chn m hnh nghin cu ph hp vi vn v mc tiu nghin cu ra

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NI DUNG CHNG

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2.1 Khi nim m hnh nghin cuM hnh nghin cu (research design) cn gi l thit k nghin cuLp m hnh nghin cu l qu trnh lm r v trnh by phng php nghin cu hay chin lc t c mc tiu nghin cuM hnh nghin cu c ngha nh mt chic cu ni gia cc mc tiu nghin cu v vic t c cc mc tiu .

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2.1 Khi nim m hnh nghin cu(tt)Ni dung c bn trong m hnh nghin cuCc ni dung c bn nhtCc mc tiu nghin cu, kh nng p ng nhu cu thng tin ca cuc NCCc ngun d liu v phng php thu thp cc d liu Phng php x l v phn tch d liu

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Mc tiu nghin cu ca U&A studyng c v hnh vi tiu dng i vi sn phmLi ch tm kim khi tiu dng sn phmMc nhn bit v tiu dng cc thng hiu cnh tranhCm nhn, lin tng v cc thng hiu cnh tranhHnh vi v thi quen trong vic s dng phng tin truyn thng i chngH l ai (bin nhn khu)?H c nhng quan im, li sng nh th no?Th trngMc tiu nghin cu

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2.2 Mi quan h nhn quCh c lm r trong cc cuc nghin cu chnh thc (conclusive research) tm hiu mi quan h nhn qu, nh nghin cu phi tin hnh cc nghin cu thc nghimT cc cu hi v mi lin h, nh nghin cu a ra gi thuyt nghin cu

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2.2 Mi quan h nhn qu(tt)

iu kin thit lp c mi quan h nhn quCc iu kin cho mi quan h nhn quC bng chng r rng v mi lin quan gia bin nguyn nhn v bin kt quCc kt qu ch c gii thch bi cc bin nguyn nhn ,khng c bt k l gii no khc C s bin i ng thi hay bin thin ng hnh (concomitant variation)C bng chng v thi gian xut hin

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2.3 Cc m hnh nghin cuCc loi m hnh nghin cuM hnh nghin cu khm phM hnh nghin cu m tM hnh nghin cu nhn qu

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2.3 Cc m hnh nghin cu(tt)Mc ch:Nhm pht hin s b vn nghin cu, xc nh chnh xc hn cc vn Hiu qu trong vic thit lp cc gi thuyt nghin cu

Phng php thu thp d liuNghin cu ti bnNghin cu nh tnh:Tho lun nhm chuyn giaTho lun tay iNghin cu trng hpM hnh nghin cu khm ph

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2.3 Cc m hnh nghin cu(tt)Mc ch:Nhm m t th trng nh: - M t c im, thi quen tiu dng - Th phn, i th cnh tranh - M t mi quan h gia cc bin th trng

Phng php thu thp d liu:Nghin cu hin trng thng qua cc k thut phng vn - Phng vn trc tip - Phng vn qua th - Phng vn qua in thoi - Phng vn qua th in t, kho st trc tuynM hnh nghin cu m t

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2.3 Cc m hnh nghin cu(tt)Mc ch:Nhm xc nh mi quan h nhn qu gia cc bin ca th trng - V d: tm mi quan h gia chi ph qung co v doanh thu bn hngPhng php thu thp d liu Thc hin thng qua cc k thut thc nghimM hnh nghin cu nhn qu

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2.3 Cc m hnh nghin cu(tt)Mt s thc nghim c bnBin c lp hay bin x l K hiu: X- X: Ch s biu hin (Exposure) ca mt x l th nghim (Experimental treatment) vo mt bin no Cc loi bin trong thc nghimBin ph thuc hay bin o lng K hiu: O- O: Ch s quan st (Observation) v o lngBin ngoi laiCc bin tham gia vo thc nghim m ta khng bit hoc khng kim sot c

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2.3 Cc m hnh nghin cu(tt)Mt s thc nghim c bn (tt)n v thc nghim L cc phn t c s dng tin hnh x l v o lng hiu ng x lCc n v thc nghim thng c chia lm hai nhm: - Nhm thc nghim, k hiu EG (Experimental group) - Nhm kim sot, k kiu CG (Control group)Cc n v thc nghim c la chn bng phng php ngu nhin, k hiu l R (random chosen)

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2.3 Cc m hnh nghin cu(tt)Mt s thc nghim c bn (tt)K hiu thc nghim:EG: R O1 X O2CG: R O3 O4K hiu theo hng ngang: T tri qua ch s chuyn ng qua thi gian trc sauK hiu theo hng dc: cc din bin ng thi

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2.3 Cc m hnh nghin cu(tt)Mt s thc nghim c bn (tt)V d: Nh nghin cu tin mun xem chng trnh hun luyn nhn vin bn hng tc ng n doanh thu bn hng ca hai khu vc Cn Th v Tp H Ch Minh sau kha hun luyn nhn vin bn hng ti TpHCM.Vy trong m hnh ny:Bin c lp: chng trnh hun luyn l bin c lpBin phc thuc: doanh thu bn hngBin ngoi lai: i th cnh tranh ca chng ta thc hin tng giNhm thc nghim: TP.HCMNhm kim sot: Cn Th

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2.3 Cc m hnh nghin cu(tt)Mt s thc nghim c bn(tt)Cc yu t c th gy ra sai lch trong th nghimNguyn nhn lch s (History)S li thi (Maturation) B cuc (Mortality) Hiu ng trc nghim (Testing effect) Sai lm do cng c (Instrumentation)Sai lm khi chn mu (Sampling error)

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2.3 Cc m hnh nghin cu(tt)Mt s thc nghim c bn(tt)Mt s m hnh thc nghimM hnh Bn thc nghimM hnh thc nghimthc sM hnh thc nghim cao cp

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2.3 Cc m hnh nghin cu(tt)M hnh bn thc nghimM hnh nm bt mt tnh hung (One-Shot Case Study)- Tn gi khc: m hnh ch quan st v o lng sau (After-only design) - K hiu m hnh: EG: X O1X l x l th nghim (Experimental treatment)O1 l o lng sau khi vic x l c thc hin - Observation 1 M hnh mt nhm thc nghim o lng trc v sau (one-group pretest-posttest design)- K hiu m hnh:EG: O1 X O2

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2.3 Cc m hnh nghin cu(tt)M hnh bn thc nghim (tt)M hnh so snh nhm tnh (Static group comparison design) - K hiu m hnh: EG: X O1CG: O2M hnh thc nghim dc (Longitudinal design) hay m hnh chui thi gian (time-series design)- K hiu m hnh:EG: O1 O2 O3 O4 X O5 O6 O7 O8

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2.3 Cc m hnh nghin cu(tt)M hnh thc nghim thc sM hnh o lng trc-sau vi nhm kim sot (Pretest - Posttest Control Group Design Or Before -After With Control Group Design)- K hiu m hnh: EG: R O1 X O2 CG: R O3 O4-Hiu ng x l: TE = (O2 O1) (O4 O3)

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2.3 Cc m hnh nghin cu(tt)M hnh thc nghim thc s (tt)M hnh c nhm kim chng ch o lng sau (posttest - only group design or after-only with control design)- K hiu m hnh: EG: R X O1 CG: R O2-Hiu ng x l: TE = O1 O2

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2.3 Cc m hnh nghin cu(tt)M hnh thc nghim thc s (tt)M hnh bn nhm Solomon-L s kt hp ca 2 m hnh thc nghim o lng trc sau c nhm kim sot v o lng sau vi nhm kim sot-K hiu m hnh: EG1: R O1 X O2CG1: R O3 O4EG2: R X O5 CG2: R O6-Hiu ng x l: TE = O5 O6

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2.3 Cc m hnh nghin cu(tt)M hnh thc nghim phc tpM hnh ngu nhin ha hon ton (completely Randomized)M hnh thc nghim khi ngu nhinM hnh hnh vung Latin (Square Latin)M hnh tha s (Factorial)

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2.4 Markerting th nghim

L giai on a sn phm mi hay mt chng trnh tip th p dng vo hon cnh th trng thc t hnGip nh qun tr tin liu trc tnh hnh th trng v c cc iu chnh ph hpChi ph cho cc th nghim marketing thng kh cao

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2.4 Markerting th nghim(tt)

Cc phng php th nghim marketing c th c thit lp cc th trng sau:Ti th trng th nghim tiu chun (Standard Test Markets)Ti th trng th nghim c kim sot (Controled Test Markets)Ti th trng m phng (Simulated test markets)Nghin cu cc t mua hng (Sales Wave Research)Ti cc cuc trin lm thng mi (Trade show - Exhibition) - cc cuc hi ch thng mi (Trade fair)Ti cc phng trng by (ShowRoom)Th nghim bng cch cho dng th (Trial use)

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www.innocentdrinks.co.uk Do you think we should give up our day jobs to make these smoothies? 2.4 Markerting th nghim(tt)

1998

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CU HI N TP V TNH HUNG1. Trong trng hp no th nh nghin cu chn m hnh nghin cu khm ph, m t, nhn qu. Cho v d minh ha2. Vi vn nghin cu nhm bn chn trong phn bi tp chng 1, bn chn m hnh nghin cu no cho vic thc hin nghin cu 3. Gi s cng ty bn chuyn kinh doanh v ngnh hng cht ty ra ti TpHCM v bn lm ti b phn nghin cu th trng ca cng ty. Do nhu cu m rng th trng, cng ty bn chn Nng l th trng mi xm nhp. Mt nghin cu khm ph cho thy rng y l th trng rt tim nng. Cng ty yu cu bn thit k mt nghin cu m t v th trng Nng tm hiu v hnh vi, thi v thi quen tiu dng cht ty ra. Bn hy thit k nghin cu trn theo yu cu ca ban gim c.

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