CHNG 4

NGHIEN CU MARKETING
(Marketing research)

Muc tieu chng 4

1. Gii thieu nghien cu marketing va vai tro cua no oi vi cac quyet nh marketing cua doanh nghiep.

2. Gii thieu cac loai hnh nghien cu marketing.

3. Mo ta qui trnh nghien cu marketing.

4.1 Khai niem ve nghien cu marketing

Nghien cu Marketing la qua trnh thu thap va phan tch co he thong nhng d lieu ve cac van e lien quan en hoat ong Marketing. (AMA)

trng, NC ve SP, NC ve phan phoi, NC xuc tien va NC d bao nh d bao ve th trng trong ngan han, trung han va dai han

Nghien cu (NC) marketing bao gom: NC ve th

 Trong thc te, cac hoat ong cua DN thng gap phai
nhieu van e can nghien cu nh:

Xac nh va o lng c hoi kinh doanh. Phan tch va la chon th trng muc tieu. Cung cap thong tin e hoach nh va thc hien mot o lng va anh gia cac hoat ong marketing.

chien lc Marketing mix.

4.2 Cac loai hnh NC marketing

Da

NC c ban la cac NC nham muc ch phat trien toan the cac hieu biet cho moi ngi noi chung va cho mot nganh noi rieng nh ch so gia, ch so tang trng kinh te, ch so tang dan so NC ng dung ch c dung e giai quyet mot van e ac biet hay hng dan e i en mot quyet nh ac biet mang tnh chat ca biet cua mot ngi hay mot to chc nao o nh van e doanh so tut giam.
5

vao muc tieu NC co NC c ban va NC ng dung:

 Da vao cach thc NC co NC tai ban va NC tai

hien trng:
NC

tai ban la phng phap NC ma cac d lieu can

thu thap la d lieu th cap (san co). Cac d lieu o a c thu thap va x ly cho muc ch nao o trc ay va

c nha NC tiep tuc s dung e phuc vu cho viec NC cua

mnh. NC tai hien trng la NC ma cac d lieu thu thap va x ly la cac d lieu s cap.
6

 Da

vao ac iem cua d lieu co NC nh tnh va NC

nh tnh co the coi nh la mot phng tien dung e khao sat

nh lng:
NC

mot van e qua o e biet tiem thc cua ngi tieu dung. Ky thuat phan tch nh tnh ap dung trong NC ong c khi thc hien viec phong van trc tiep ngi tieu dung. NC nh lng la cac NC ma thong tin thu thap mang tnh nh lng, ngha la no cho phep ta o lng chung bang cac con so cu the, co y ngha thong ke .
7

 Can

c vao mc o am hieu ve th trng co NC kham

kham pha la bc au tien trong viec NC. Muc ch cua

pha, NC s bo, NC tham do.

NC

no la phat hien van e can NC . NC s bo nham lam ro van e. NC tham do nham tm hieu mot cach sau sac nhng s co va mc o rui ro co the xay ra.

 Can c vao cach thc x ly d lieu nh lng co :

NC nhan qua la cac NC nham muc ch tm ra moi quan he nhan qua

gia cac bien cua th trng nh moi quan he cua chi ph quang cao vi mc o nhan biet nhan hieu hay tac ong cua mot chien lc xuc tien mi oi vi mc tieu thu.

NC mo ta c dung e mo ta th trng nh ac tnh ngi tieu

dung (tuoi, gii tnh, nghe nghiep, trnh o, ) thoi quen tieu dung, thai o cua ho oi vi cac thanh phan marketing cua cong ty va cua oi

thu canh tranh.

9

 Can c vao tan suat co NC ot xuat va NC thng xuyen:

NC

nay sinh ma cong ty ang vng phai (doanh so sut giam, can tung mot san pham mi ra th trng). NC thng xuyen la NC c thc hien eu an theo ke hoach e theo doi viec kinh doanh cua doanh nghiep. Th du nh xem xet doanh thu, chi ph quang cao, so lng hang c ban cua cac ca hang ban le trong hang thang, qu, nam.

ot xuat la cac NC nham giai quyet cac van e cu the

10

4.3 Qui trnh nghien cu marketing

1. Xac nh van e & muc tieu Nghien cu 2.Xay dng ke hoch Nghien cu 3.Thc hien ke hoach Nghien cu 4.Bao cao ket qua Nghien cu

11

Bc 1: Xac nh van e va muc tieu NC

Nhan dang va xac nh van e chnh la bc au tien quan

trong nhat va thng la kho nhat trong qua trnh NC marketing.

Khi

xac nh van e can phai phan biet c hien tng vi

ban chat cua van e. V du: doanh so ban cua cong ty sut giam co the do: SP kem chat lng, quang cao yeu kem, he thong ca hang qua t, gia ca qua cao va co the b cnh tranh bi SP thay th.
Sau

khi XV s xac nh c muc tieu NC.

12

Bc 2: Xay dng ke hoach nghien cu Marketing.

1. 2. 3. 4. Xac nh d lieu can thu thap. Xac nh phng phap dung thu thap d lieu. Xac nh cac ky thuat e x ly d lieu. Xac nh ngan sach nghien cu.

13

Bc 3: Thc hien ke hoach nghien cu

Thu thap DL: Muon thu thap DL can xac nh:

-Cac nguon d lieu
Cac nguon d kien th cap Trong noi bo XN: cac phieu, bang bieu, tai lieu trong SXKD cua XN, cua he thong thong tin marketing. Ben ngoai XN: th vien, c quan quan ly, c quan thng mai, cac trng ai hoc, cac vien nghien cu.

Toan bo cac nguon d kien Cac nguon d kien s cap

Co tai hien trng nghien cu

14

Cac phng phap thu thap d lieu

Quan sat: Khao cu tap tnh qua kh; khao sat tai lieu; phan tch noi dung c s dung trong cac chu e, li quang cao, nhan hieu; quan sat viec s dung th san pham; quan sat bang may,..

Th nghiem: ve san pham, th trng, ca hang, phng phap ban hang (qua mang, qua catalogue).

ieu tra tham do: ieu tra trc tiep, qua bu ien, qua ien thoai, qua internet. Muon ieu tra can co Ban cau hoi va mau ieu tra.
15

Ban cau hoi

Ban cau hoi la phng tien dung e o lng va thu thap d lieu. Mot ban cau hoi gom nhieu cau hoi. Hnh thc cua moi cau hoi: ong hoac m. Thang o c s dung trong moi cau hoi gom: Thang danh sach, thang th t, thang khoang cach va thang ty le.
16

Phng phap xac nh ban cau hoi

Phan tch yeu cau thong tin cua van e nghien cu . Phat trien va sap xep cac cau hoi. anh gia cac cau hoi.(hieu, co the va muon tra li khong) anh gia cac t trong tng cau hoi. Xac nh cau truc ban cau hoi .(3 phan) anh gia cac cau hoi va ban cau hoi.

17

Phng phap chon mau ieu tra Co 2 phng phap

Chon mau co xac suat gom phng phap chon mau may rui n gian, chon mau theo tang, chon mau he thong. Chon mau khong co xac suat gom phng phap chon mau han ngach va phng phap chon mau hanh trnh.

18

X ly d lieu

Sau khi thu thap d lieu, nha nghien cu phai x ly, phan tch so lieu bang phng phap phan tch thong ke, mo hnh va he thong thong tin marketing t o a ra nhng kien ngh. Ho can phai kiem tra x ly so lieu va ma hoa no e may tnh tnh toan cac ch tieu thong ke. oi vi d lieu nh tnh th dung phng phap phan tch nh tnh.

19

Bc 4: Trnh bay bao cao ket qua NC

Cau truc mot ban bao cao gom co cac noi dung : Trang nhan e. Muc luc. Li gii thieu (van e va muc tieu NC). Tom tat bao cao. Phng phap ap dung trong thu thap va phan lieu. . Ket qua nghien cu. Ket luan va e xuat giai phap. Phu luc .

tch d

20

1. D lieu NC co the thu thap t nhng nguon chnh yeu nao? Cho biet phng phap thu thap d lieu t cac nguon khac biet o ? 2. Tai sao noi xac nh van e NC la bc kho khan va quan trong nhat trong mot tien trnh NC? 3. Vai tro cua ban cau hoi trong viec ieu tra ? 4. Tai sao trong ieu tra can phai chon mau ? 5. Cac ky thuat x ly d lieu ? 6. NC Marketing gup ch g cho doanh nghiep trong viec ra quyet nh Marketing ?
21

Cau hoi on tap chng 4