Chuong 5 Phep Thu Thi Hieu

8/12/2019 Chuong 5 Phep Thu Thi Hieu

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PHP TH TH HIU(hedonic tests)

KS. LE HOANG DU


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PHP TH CM QUAN

Phn bit

M t

Th hiu

Cc sn phm c khc nhau haykhng?

Cc sn phm khc nhau nh thno trn tng tnh cht cm quanc th?

Cc sn phm c a thchnhiu nh th no hoc snphm no c a thch hn?


3/54

Tin hnh trc Mu v danh Ngi th l nhng ngi

tng s dng sn phm tr li ngi tiu dng

c thch tnh cht cm quanca sn phm khng?

K vng da trn cc snphm tng t trong nhm

Khng dng nh giphn hi/sc hp dn vkhi nim sn phm

Tin hnh sau Cung cp thng tin sn phm Ngi tham gia trong giai

on th sn phm tr li sn phm c th

thnh cng trn thngtrng hay khng?

K vng c c t khinim/yu cu v vic sdng cc sn phm tng t

Khng c kh nng o shp dn cm gic khi tchbit khi nim v k vng

TH NGHIM TH HIU NGHIN CU TH TRNG


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PHP TH TH HIU

Mt s vn l thuyt

Cc php th

Mt s nghin cu


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NH NGHA

Hedonic: Tnh cht yu thch hoc khng yu thch

Ght Thch

Aversion: Thi trnh s dng mt cht kch thch

Pleasure: Tnh cm v cm gic d chu lin quan n s hi lng

v mt mong mun, mt nhu cu vt cht hay tinh cm


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CC TNH CHT / C TNH

Phn ng yu thch hoc khng yu thchph thuc vo truyn thng vn ha, kinhnghim c nhnca mi ngi.

Khng n nh theo thi gian

Bin i t c nhn ny sang c nhn khc

C kh nng bin i nh hc hi

nh hng n gin ca s hc hi


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nh hng n gin ca s hc hi

Xu hng t chi cc sn phm thc phm khng quen thuc

Neophobia Neophilic

0

1

2

3

4

5

6

0 5 10 20

S ln th

Mcathch

Pliner (1982) : 3 loi nc tri cy nhit i (A * 5, B*10, C*20)


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YU CU

Dng cc thnh vin cha c hun luyn

Dng cc php th so snh hn l cc php th da

trn cc nh gi tuyt i

Thch nghi vi thuc tnh tiu dng


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Phn tch thuc tnh tiu dng sn phm Thng xuyn

Cht lng

Dng tiu th (nu, ti, lnh, nng)

Chn la ni nh gi cm quan Phng th nghim c nh (fixed laboratory)

Phng th nghim di ng (central location test) nh (home-use test)

Hon cnh t nhin (natural situation)


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La chn ngi tiu dng

i vi th nghim ch din ra 1 ln

Ni cng cngNi bn hngQua in thoiQua th tnThng bo

i vi mt hi ng ngi tiu dng Trong vng 12 thng: Khng qu 24 bui th (ti a 12

bui th cho mt gia nh) .

Tng s cc bui th trong i: khng qu 72 bui.(XP V 09-500)

Vic la chn ngi th ty thuc vo ch tiu nghin cu


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PHP TH TH HIU

Mt s vn l thuyt

Cc php th

Mt s nghin cu

Phn tch thng k


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PHP TH U TIN CP I

Nguyn tc: Hai mu c gii thiung thi. Ngi th c yu cu

ch ra mu m h thch hn. Xc xut ca gi thuyt Ho: Ppc=0.5


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Php th u tin cp i.

362 547

Trong hai mu c gii thiu, bn thch mu no hn?

Trt t trnh by mu: AB/BA

X l kt qu:Tra bng, Khi-bnh phng, Phn b chun vkim nh Z v t l

PHP TH U TIN CP I


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PHIU HNG DN

Mt b mu gm 2 da bnh biscuit s c gii thiu cho bn.

Xin vui lng thanh v bng nc lc trc khi bt u th mu.

Bn hy th nm mu theo th t t tri sang phi v xc nhmu no l mu m bn thch hn bng cch KHOANH TRNm s mu (bn bt buc phi c mt la chn).

Cm n bn tham gia.

362 547

PHP TH U TIN CP I


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PHIU NH GI.M s ngi th: 26

Mu m bn thch hn l mu:

362 547

362 547

PHP TH U TIN CP I


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PHN B NH PHN V BNG TRA

u tin cp iS cu tr li

(n)

Mc xc xut0.01

50 33 35

60 39 41

70 44 47

52

90 55 58

100 61 64

PHP TH U TIN CP I

80

0.05

50


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Nguyn tc: Cc mucgiithiung thi. Ngi th c yu cusp xp cc mu theo mt trt thoc gim dn hoc tng dn theomcutin (mcathch).

PHP TH XP DY(ranking test).


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Trt t trnh by mu: hnh vung Latin Williams vi R,package crossdes, hm williams(n). Vd: 3 mu

PHP TH XP DY (ranking test).

X l kt qu: Friedman test

V trN.th

I II III

[1,] A B C[2,] B C A

[3,] C A B

[4,] C B A

[5,] A C B

[6,] B A C


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PHP TH XP DY

PHIU HNG DN

Vui lng thanh v bng nc lc trc khi bt u th mu. Bn c th

thanh v thm bt k lc no trong sut qu trnh th muXin vui lng nm nm mu theo th t c trnh by, t tri sang phi.Bn c th nm li mu mt khi bn th nm xong tt c cc mu.

Hy sp xp cc mu theo th t t a thch nht n t c a thch nht

bng cch in m s cc mu vo thang trong phiu nh gi. V d:

a thch nht t c a thch nht

398 852 426 349 246


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PHP TH XP DY

PHIU NH GI

M s ngi th: 23 Ngy:19/02/2009

a thch nht t c a thch nht

362 547 184 819 651

819 362 547 651 184


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12

NP(P + 1)F= R1++RP - 3N(P+1)[ ]2 2

H0: Tng hng ca cc sn phm l ging nhau

Trong :N: S lng ngi thP: S lng muRi: Tng hng ca sn phm I

Kim nh Friedman

Ftest< F Tra bng Chp nhn gi thuyt H0

Ftest> F Tra bng Gi thuyt H0b loi b, cc mukhc nhau c ngha

=> i xc nh cp mu no khcnhau bng LSD (Least Significant

Difference)

Ki h F i d


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Kim nh Friedman

S khc nhau nh nht c ngha c tnh nh sau:

LSD = z NP(P+1)

6

z l gi tr thu c trong bng Gauss mc2

P(P-1)

Nu |Ri - Rj| > LSD => cc sn phm i v j khc nhau c ngha

(vi = 0.05, z = 1.96; vi = 0.01, z = 2.576)

V d kt h th d


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V d kt qu php th xp dy

Ngi th Mu

A B C D E1 2 4 5 3 1

2 4 5 3 1 2

3 1 4 5 3 2

..

14 3 5 2 4 1Tng hng 33 53 52 45 27

Ta c:

N = 14

P = 5

R1 = 33

R2 = 53

R3 = 52

R4 = 45

R5 = 2712

NP(P + 1)F= R1++RP - 3N(P+1)[ ]2 2

12

14x5x(5 + 1)F= 332+ 532+ 522+ 452+ 272 - 3x14x(5+1) = 15,31[ ]

Ftest= 15,31 > Ftra bng= 9,32 (vi = 0.05, N = 14, P = 5)

=> Cc mu khc nhau c ngha


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Kim nh Friedman

Chng ta c LSD = 1.9614 x 5(5+1)

6= 16,40

E A D C B

27 33 45 52 53

AB: |33 - 53| = 20 E - B: |27 - 53| = 26AC: |33 - 52| = 19 EC: |2752| = 25

ED: |2745| = 18

LSD = z

NP(P+1)

6

PHP TH CHO IM


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Nguyn tc: Cc mu c gii thiuln lt. Ngi th c yu cunh gi mc a thch ca h ivi sn phm trn mt thang im.

Thng thng l thang 9 im

(im 1: cc k ght, im 9 cc k thch)

PHP TH CHO IM

PHP TH CHO IM


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Trt t trnh by mu: hnh vung Latin Williams vi R,package crossdes, hm williams(n). Vd: 4 mu

PHP TH CHO IM

X l kt qu: ANOVA m hnh S*A

V tr

N.th

I II III IV

[1,] 1 2 4 3

[2,] 2 3 1 4

[3,] 3 4 2 1

[4,] 4 1 3 2

PHP TH CHO IM


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PHP TH CHO IM

PHIU HNG DN

Vui lng thanh v bng nc lc trc khi bt u th mi mu.

Bn s nhn c ln lt 5 mu bnh biscuit. Hy nm cc mu bnh nyv cho bit mc a thchca bn i vi tng mu bnh biscuit ln

thang 9 im trong phiu nh gi bng cch nh du cho vo imm bn cho l thch hp nht

Trong :

im 1: cc k khng thch 6: hi thch thch2: rt khng thch 7: thch3: khng thch 8: rt thch4: hi khng thch 9: cc k thch5: khng thch cng khng ght

Ghi ch: mt phiu nh gi ch dng cho mt mu

1 2 3 4 5 6 7 8 9

PHP TH CHO IM


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PHP TH CHO IM

PHIU NH GI

M s mu: M s ngi th: 56 Ngy:12/02/2009

863

1 2 3 4 5 6 7 8 9

863

X

PHP TH CHO IM


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PHP TH CHO IM

PHIU NH GI

M s mu: M s ngi th: 56 Ngy:12/02/2009

161

1 2 3 4 5 6 7 8 9

161

X

V d hi


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V d cu hi

Nm su sn phm gii thiu t tri sang phi

ri nh du vo tng ng vi n tng cabn

NF V 09-015

cc k d chu

rt d chu

d chu

hi d chu

khng d chu khng kh chu

hi kh chu

kh churt kh chu

cc k kh chu

V d hi


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NF V 09-015

sn phm ny lm ti cc k hi lng

sn phm ny lm ti rt hi lngsn phm ny lm ti hi lng

khng kin

sn phm ny lm ti khng hi lng

sn phm ny lm ti rt khnghi lngsn phm ny lm ti cc k khng hi lng

Nm su sn phm gii thiu t tri sang phiri nh du vo tng ng vi n tng cabn

V d cu hi

V d c hi


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NF V 09-015

1 2 3 4 5 6 7 8 9 10

Ti hon ton khng thch Ti rt thch

Nm su sn phm gii thiu t tri sang phi

ri nh du vo tng ng vi n tng cabn

V d cu hi

V d cu hi


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Nm su sn phm gii thiu t tri sang phiri nh du vo v tr tng ng vi nh gi cabn

NF V 09-015

Ti hon ton khng thch Ti rt thch

V d cu hi

V D: C PH PHP VS.


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1) Bn c s dng c ph khng ?c khng

Nu khng, dng iu traNu c, chuyn sang phn nm sn phm (trang sau).

C SC PH VIT NAM

Cu hi

Rgal Jacques Vabre

Carte noire

Maison du caf pur arabica

Maison du caf traditionGringo Jacques Vabre

Highland coffee

Vit PhpM trang

Phng vyTrung Nguyn

C phPhp Vit Nam

Ngi tiu dng

138 sinh vin

10 loi c ph rang xay c gii thiu

trong cc l thy tinh sm mu

nh gi


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S a thch:

0 : Ti hon ton khng thch 5 : thch va phi 10 : Rt thch

Mu 1:

0 1 2 3 4 5 6 7 8 9 10

Mu 2:

0 1 2 3 4 5 6 7 8 9 10

Mu 3:

0 1 2 3 4 5 6 7 8 9 10

nhgi

V d


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2) Gii tnh:F M

3) Tui:15-2021-3031-4041-5051-60>60

4) Ni sinh: 5) Bn ung c ph nh th no?

en khng ng en c ngsa khng ng sa v ng

6) Thi quen ung c ph ca bn:nhiu ln trong ngy mi ngy mt lnnhiu ln trong tun nhiu ln trong tun

7) Thi im no trong ngy?

n sng

bui sngn tra bui chiun ti

V d


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8) Bn ung c ph u?

nh bn vn phng qun ni khc:

9) Bn ung loi c ph no?Arabica Robusta khc : khng bit

10) Bn ung dng c ph no?

c ph bt c ph rang xay c ph ha tan11) Bn ung c ph hiu g?Sn phm bn ung thng xuyn nht:Sn phm bn thnh thong mi ung:

12) Mi bt c ph c phi l tiu chun la chn c ph khng?

c

khng13) Bn c ht thuc khng?

c khng

Kt qu


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C ph Trung bnh Variance

M trang 2,75 4,46Phng Vi 2,96 4,37Gringo 3,40 4,17

Vit Php 3,69 4,99

Trung nguyn 3,70 6,77Rgal 3,95 5,87

Highland coffee 4,41 4,92

Maison du caf 5,01 5,41

(pur arabica)

Maison du caf 5,09 4,45

(tradition)

Carte noire 5,75 7,10

Ktqu


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Vit Nam Php

0

2

46

8

10

Coffee

metr

ang

Phu

ong

yy

Grin

go

Jacq

ues

Vab

re

V

iet

phap

Tru

ng

ngu

yen

Rgal

Jacq

ues

Vab

re

Highland

coffee

Mai

son

duc

af

pur

Maison

duc

af

tradi

tion

Carte

noire

a

bbcccdededeff

Phn tch phng sai : ngi th * sn phm

F(9,1239) = 34.56 p


40/54

Vit Nam Php

0

2

4

6

8

10

Gringo

Jacques

Vabre

Carte

noire

Rgal

Jacques

Vabre

Viet phap Maison

du caf

tradition

Maison

du caf

pur

arabica

Trung

nguyen

Me trang Highland

coffee

Phuong

vy

Th hiu Bia Tp HCM


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p

Sn phm: Bn Thnh, Carlsberg, Foster, H Ni,Heineken, Laser, Si Gn (chai ), Tiger, 333

Ngi th: 90 ngi

Quy trnh nh gi: Blind test (khng c nhn hiu sn phm)

C nhn hiu sn phm

Th hiu Bia Tp HCM


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p

4.934.49

6.66

4.584.244.07

6.32

5.62

6.21

0

1

2

3

4

5

6

7

8

9

Heneiken 333 Tiger H Ni Bn

Thnh

Laser Carlsberg Si Gn

Foster

imt

rungbnh

Khng c nhn hiu

Th hiu Bia Tp HCM


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p

5.765.39 5.64

7.61

4.50 4.28 4.733.74 3.78

0

1

2

3

4

5

6

7

8

9

Loi bia

imt

rungbnh

C nhn hiu

Cc bc t cu hi iu tra


44/54

Cu hi sng lc

Kh nng chp nhn chung

Cc l l thch hay khng thch

Nhng cu hi v thuc tnh c th

Cc yu cu, kin v vn

Mc u tin nu iu tra nhiu sp

10 kinh nghim xy dng bng cu hiiu tra


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iu tra

1. Phi ngn gn2. S dng ngn ng d hiu3. Khng hi nhng g m ngi ta khng bit4. Phi c th5. Nhng cu hi c nhiu cch la chn cu tr li nn thu

o v loi tr ln nhau6. Khng dn dt ngi tr li7. Trnh s m h8. Ch cc tc ng ca cch din t9. Cn thn vi cc hiu ng lch nhn thc tch cc v lch

nhn thc tiu cc10. Th nghim s b thng l cn thit

Nhng vn pht sinh t cc cu hi


46/54

1. ng b c thch sn phm ny khng?

2. Bang Newyork c nn cm s dng ALAR ln to haykhng?3. ng b lm g ngay sau khi mua sa chua gi lnh?4. ng b mua bnh pizza ln gn y nht u?5. Nm ngoi, ng b mua bao nhiu lt sa?6. Ti sao ng b li ni nh vy?7. ngh xp hng nhng loi kem ny t 1 n 9 trn

thang o s a thch.8. S nm sng Newyork

9. C ph ho tan hay loi sy kh v gi lnh tin li vkinh t hn?



47/54

1. ng b c thch sn phm ny khng?

tr li: Ti thch

Cu hi mang tnh dn dt Nn hi kin chung ca ng b nh th no?



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2. Bang Newyork c nn cm s dng ALAR trn to

hay khng?

tr li: ng nhin

ALAR l ch vit tt, gy hiu lm Cm mt t tc ng mnh v xc cm, dn dt

ngi tr li



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3. ng b lm g ngay sau khi mua sa chua gi

lnh?

tr li: ti khng lm g c

Cch gii thch m h



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4. ng b mua bnh pizza ln gn y nht u?

tr li: Ohio

Cu tr li khng c th



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5. Nm ngoi, ng b mua bao nhiu lt sa?

tr li: hn 10

Khng nn hi nhng g khng c sn trong tr nh



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6. Ti sao ng b li ni nh vy?

tr li:

Rt khng c th, t nh vy l nh th no?



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7. ngh xp hng nhng loi kem ny t 1 n 9

trn thang o s a thch.

Cho im khng phi l xp hng. S dng thutng tu tin, khng c th



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8. C ph ho tan hay loi sy kh v gilnh tin li v kinh t hn?

M h, cu hi nc i.

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Chuong 5 Phep Thu Thi Hieu