PHN TCH NHN T & KiM NH THANG O

Hong Trng, Khoa Ton Thng K

Thng 7 nm 2006

XY DNG V KiM NH THANG O LNG DNG TRONG NGHIN CU

Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

M hnh nghin cu & khi nim

Trong nghin cu nh lng cn o lng cc khi nim dng trong nghin cu (construct). Mt m hnh nghin cu n gin bn di c 3 khi nim: Gi tr dch v, cht lng dch v v s hi lng.

Gia tr dch vu
H1 (+)

Chat lng dch vu

H2 (+)

S hai long

Khi nim v o lng

Vic o lng mt s khi nim c th khng phc tp v phng php v d nh: mc thu nhp, mc chi tiu, thi gian xem truyn hnh, quy m vn, quy m lao ng, nng sut lao ng. Mt s khi nim phc tru tng i hi cn c qu trnh chi tit ha khi nim (construct operationalization) v thit k o lng (measurement design) v kim tra k lng. V d nh:
Trung thnh ca khch hng i vi sn phm/dch v/thng hiu (customer loyalty); Cht lng sn phm/dch v theo cm nhn ca khch hng (perceived quality) Hi lng ca nhn vin (employee satisfaction) Cht lng cuc sng, quan nim sng Lng tin; thi ca ngi dn ti ch i vi ngi nhp c
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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

Khi nim v o lng

V d v chi tit ha khi nim: trung thnh ca khch hng i vi sn phm/dch v/thng hiu (customer loyalty) bao gm nhng kha cnh sau: Tip tc mua Khng ngh n nhng th khc Khng c nh mua th nhng th khc Ni tt v sp/dch v/thng hiu vi ngi khc Gii thiu sp/dch v/thng hiu vi ngi khc

o lng v thang o Likert

Khi nim n gin ch cn thang o n gin (thang o 1 ch bo) Khi nim tru tng cn thang o phc tp (thang o nhiu ch bo - muti-indicator scale) Thang o nhiu ch bo c s dng ph bin nht l Likert 5 mc . Xin vui lng c k nhng pht biu sau. Sau mi cu pht biu, hy khoanh trn tr li th hin ng nht quan im ca bn. Xin bn cho bit rng bn rt ng , ng , thy bnh thng, khng ng hay rt khng ng vi mi pht biu?

Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

o lng v thang o Likert

Sau y l nhng pht biu lin quan n vic chn v hc tp ca bn ti trng H Kinh T TPHCM. Xin bn vui lng tr li bng cch khoanh trn mt con s tng dng. Nhng con s ny th hin mc bn ng hay khng ng i vi cc pht biu theo quy c nh sau: Rt khng ng 1 Khng ng 2 Trung lp 3 ng 4 Rt ng 5 1 1 1 1 1 2 3 4 5 2 3 4 5 2 3 4 5 2 3 4 5 2 3 4 5

1. Bng cp ca trng H Kinh T s gip ti kim c thu nhp cao sau khi ra trng. 2. Kin thc t trng H Kinh T s gip ti d dng thng tin trong ngh nghip. 3. Ti tin rng cc doanh nghip rt cn cc sinh vin tt nghip t trng ti ang hc. 4. Bng cp c c t trng H Kinh T l s u t tt ca ti cho tng lai. 5. Bng i hc Kinh T bo m vic lm trong tng lai.

Thang o n hng v a hng

Mt khi nim c th ch bao gm mt yu t/thnh phn/kha cnh (component / factor / aspect), v thang o mt khi nim ch bao hm mt thnh phn gi l thang o n hng (unidimesional) Mt khi nim c th bao gm nhiu yu t/thnh phn/kha cnh, v thang o mt khi nim bao hm nhiu thnh phn gi l thang o a hng (mutidemensional)
Thang o Likert p dng cho mt khi nim n c th l mt thang o nhiu ch bo c tnh n hng, ch bao gm mt tp hp mc hi. Thang o Likert p dng cho mt khi nim a yu t c th l mt thang o nhiu ch bo c tnh a hng, bao gm nhiu tp hp mc hi, mi mt tp hp mc hi s phn nh mt yu t ca khi nim.

Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

Thang o n hng v a hng

BAN G 3.3 Ket qua phan tch nhan to EFA cua khai niem chat lng dch vu ao tao
Bien quan sat F1 CL_1 CL_2 CL_3 CL_4 CL_5 CL_6 F2 CL_8 CL_9 CL_10 CL_11 F3 CL_13 CL_14 CL_15 CL_17 CL_19 CL_20 Cac nhan to chnh Trong so % bien thien giai thch c 33.849 0.600 0.620 0.652 0.673 0.583 0.565 7.377 0.639 0.680 0.798 0.698 9.166 0.645 0.718 0.782 0.638 0.567 0.579 0.811 0.746 Cron bach 0.726

Hoat ong ao tao Chng trnh ao tao phu hp tot vi yeu cau cua thc tien . Noi dung mon hoc c oi mi, ap ng tot yeu cau ao tao. Phng phap giang cua GV phu hp vi yeu cau cua tng mon hoc. Giang vien co kien thc sau ve mon hoc am trach. Cach anh gia va cho iem sinh vien con g bang. To chc thi c, giam th coi thi nghiem tuc. C s vat chat C s vat chat trng ap n g tot nhu cau ao tao va hoc tap . Phong may tnh ap ng tot nhu cau thc hanh cua sinh vien. C s vat chat th vien tot. Nhan vien th vien phuc vu tot. Dch vu ho tr va phuc vu Dch vu y te ap ng tot sinh vien co nhu cau . T van ap n g tot nhu cau chon la va hoc tap cua sinh vien . Dch vu tai chnh ho tr tot sinh vien co nhu cau. Dch vu an uong giai khat phu hp vi nhu cau sinh vien. Nhan vien giao vu, thanh tra nhiet tnh phuc vu sinh vien. Nha trng va khoa thng xuyen lan g nghe y kien sinh vien.

Thang o n hng v a hng

BANG 3.4 Ket qua phan tch nhan to cua khai niem s hai long cua sinh vien
Bien quan sat HL_1 HL_2 HL_3 Hoc tai trng H Kinh Te TPHCM hn nhng g toi mong i. Trng H Kinh Te giong nh trng H ly tng ma toi hang mong i. Toi hai long khi hoc tai trng H Kinh Te TPHCM. Gia tr Eigen % bien thien c giai thch Cronbach alpha Trong so 0.880 0.883 0.862 2.296 76.522 0.846

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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

Cc bc xy dng thang o Likert

1. 2. Nhn din v t tn bin mun o lng: kinh nghim, quan st, v thm d Lp ra mt danh sch cc pht biu hoc cu hi mang tnh biu th. C th ly t l thuyt c lin quan, c sch bo, kin chuyn gia, thc nghim. Xc nh loi tr li: ng khng ng ; ng h -- phn i; hu ch -- v ch; nhiu khng c; ging ti khng ging ti; ph hp khng ph hp; lun lun khng bao gi; ng khng ng S lng mc : 3, 5 hay 7 mc . Kim tra ton b cc mc hi bng cch kho st th 100 200 ngi. Phn tch mc hi trong danh sch tm ra mt tp hp cc mc hi gip o lng c mt kha cnh ca khi nim/bin mun nghin cu trong m hnh.
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3.

4. 5. 6.

Phn tch cc mc hi
Tm ra v gi li nhng mc hi c ngha gip o lng c mt kha cnh ca khi nim nghin cu t danh sch cc mc hi ban u -> kim tra tnh n hng Tnh im cc tr li Kim tra tng quan gia cc mc hi v tnh ton Cronbach alpha Kim tra tng quan gia tng im ca tng ngi v im ca tng mc hi. Tiu chun: ln hn 0,7

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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

PHN TCH NHN T Factor Analysis

Khi nim v ng dng

Phn tch nhn t l tn chung ca mt nhm cc th tc c s dng ch yu thu nh v tm tt cc d liu. Trong nghin cu, ta c th thu thp c mt s lng bin kh ln v hu ht cc bin ny c lin h vi nhau v s lng ca chng phi c gim bt xung n mt s lng m chng ta c th s dng c.

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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

M hnh phn tch nhn t

cc nhn t chung c th c din t nh nhng kt hp tuyn tnh ca cc bin quan st:

Fi = W1 X 1 + W 2 X 2 + W 3 X 3 +...+Wk X k
Fi : c lng tr so cua nhan to th i W : quyen so hay trong so nhan to (weight or factor score coefficient)
k : so bien

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Cc tham s thng k trong FA

iu kin p dng FA: cc bin c tng quan vi nhau Barlett test of sphericity: kim nh c tng quan hay khng, gi thuyt khng l: khng c tng quan gia cc bin quan st.
v1 v2 v3 v4 v5 V6 v1 1 0 0 0 0 0 v2 1 0 0 0 0 v3 v4 v5 v6

1 0 0 0

1 0 0

1 0

Kaiser-Mayer-Olkin (KMO): t 0,5 -> 1, cc tng quan ln n mc c th p dng FA.

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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

Cc tham s thng k trong FA

Correlation matrix (ma trn tng quan): ma trn cha tt c cc h s tng quan cp gia cc cp bin trong phn tch.
v1 v1 v2 v3 v4 v5 v6 1 0.039 0.321 0 0.314 -0.097 v2 0.039 1 -0.13 0.534 0.352 0.593 v3 0.321 -0.13 1 -0.432 0.474 0.037 v4 0 0.534 -0.432 1 0.077 0.345 v5 0.314 0.352 0.474 0.077 1 0.279 v6 -0.097 0.593 0.037 0.345 0.279 1

Communality (phn chung): lng bin thin ca 1 bin c gii thch chung vi cc bin khc (cng l phn bin thin c gii thch bi cc nhn t chung). Eigenvalue: phn bin thin c gii thch bi mi nhn t so vi bin thin ton b.

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Cc tham s thng k trong FA

Factor scores (cc im s nhn t): cc tr s c c lng cho tng quan st trn tng nhn t c rt ra.
Factor score Cc bin gc Cc nhn t (bin tng hp)

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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

S lng nhn t
Priori determination: t l thuyt, kinh nghim, cc kt qu nghin cu trc. Da vo eigenvalue: eigenvalue th hin phn bin thin c gii thch bi mi nhn t so vi bin thin ton b, nu phn bin thin c gii thch ny ln (eigenvalue ln hn 1), th nhn t rt ra c ngha tm tt thng tin tt.

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Xoay cc nhn t
Thnh thong c mt vi bin c h s ln i vi hn mt nhn t hoc c nhiu nhn t c h s ln trong cng mt bin, vic gii thch s tr nn kh khn
ngua sau rang lam trang rang lam khoe nuu rang lam hoi tho thom tho lam sach cau rang lam rang bong hon F1 0.050 0.891 -0.143 0.726 0.462 0.775 F2 0.618 -0.007 0.872 -0.377 0.726 0.050

Mi bin gc nn c h s ti nhn t ln (0.4 tr ln) i vi ch mt nhn t c rt ra. -> xoay nhn t

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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

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Xoay cc nhn t
Xoay vn gi nguyn gc ban u ca cc nhn t
Nhan to cha xoay II -1 Nhan to xoay II V1 V2 -0,5

-1

-0,5

+0,5 V4

+1 V3

Nhan to cha xoay I

+0,5

V5 Nhan to xoay I

+1 21

Xoay cc nhn t
Xoay khng gi nguyn gc ban u ca cc nhn t
Nhan to cha xoay II

-1

Nhan to xoay gi nguyen goc ban au II

V1

Nhan to xoay

V2 Khong gi nguyen
goc ban au II

-0,5

-1

-0,5

+0,5
V4

+1
V3

Nhan to cha xoay I

+0,5

V5

Nhan to xoay Khong gi nguyen goc ban au I

Nhan to xoay gi nguyen goc ban au I

+1

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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

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Xoay cc nhn t
ngua sau rang lam trang rang lam khoe nuu rang lam hoi tho thom tho lam sach cau rang lam rang bong hon
1.0 V3 V5 V1

cha xoay F1 F2 0.050 0.618 0.891 -0.007 -0.143 0.872 0.726 -0.377 0.462 0.726 0.775 0.050

xoay F1 F2 -0.014 0.620 0.886 0.086 -0.233 0.852 0.761 -0.300 0.384 0.770 0.766 0.130

V6 0.0

V2

V4

F2

-1.0 -1.0 0.0 1.0

F1

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t tn v gii thch cc nhn t

Vic gii thch cc nhn t c thc hin trn c s nhn ra cc bin c h s (factor loading) ln cng mt nhn t. V chng ta c th tm tt cc d liu thu thp c ni rng ngi tiu dng dng nh tm kim hai loi li ch chnh khi mua kem nh rng: li ch thm m/giao tip x hi v li ch sc khe

ngua sau rang lam trang rang lam khoe nuu rang lam hoi tho thom tho lam sach cau rang lam rang bong hon

F1 -0.014 0.886 -0.233 0.761 0.384 0.766

F2 0.620 0.086 0.852 -0.300 0.770 0.130

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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

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Tnh tr s nhn t
Fi = W1 X 1 + W 2 X 2 + W 3 X 3 +...+Wk X k
T Factor score coefficient matrix (ma trn trng s nhn t), vit c phng trnh th hin tng nhn t nh l kt hp ca cc bin gc. F1 F2
ngua sau rang lam trang rang lam khoe nuu rang lam hoi tho thom tho lam sach cau rang lam rang bong hon -0.012 0.411 -0.116 0.356 0.171 0.355 0.341 0.039 0.471 -0.172 0.420 0.065

F1 = 0,012 X 1 + 0,411X 2 0,116 X 3 + 0,356 X 4 + 0,171X 5 + 0,355X 6

F2 = 0,341X1 + 0,039 X 2 + 0,471X 3 0,172 X 4 + 0,420 X 5 + 0,065 X 6

T cc phng trnh th hin nhn t, th cc tr s ca cc bin gc vo phng trnh th s tnh c tr s nhn t cho tng quan st.
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Tnh tr s nhn t

Tr s nhn t chun ha

Tr s nhn t cha chun ha

F1 = 0,012 X 1 + 0,411X 2 0,116 X 3 + 0,356 X 4 + 0,171X 5 + 0,355X 6

F2 = 0,341X1 + 0,039 X 2 + 0,471X 3 0,172 X 4 + 0,420 X 5 + 0,065 X 6

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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

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S dng kt qu phn tch nhn t

Sau khi rt trch c cc nhn t v lu li thnh cc bin mi, chng ta s s dng cc bin mi ny thay cho tp hp bin gc a vo cc phn tch tip theo nh kim nh trung bnh, ANOVA, tng quan & hi quy ... V d: chng ta c th xem c khc bit gia nam v n hay khng v tm quan trng ca cc li ch khi mua kem nh rng bng mt kim nh t i vi mu c lp. -> c s khc bit c ngha thng k: nam quan tm n li ch giao tip x hi nhiu hn n (kt qu trang sau)

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S dng kt qu phn tch nhn t

Group Statistics
gii tnh nam n li ch sc khoe nam n N 17 18 17 18 Mean .3833755 -.3620768 -.2771805 .2617816 Std. Deviation .87044420 1.000554 1.155686 .77043184 Std. Error Mean .21111373 .23583278 .28029505 .18159253 li ch giao tiep XH

Independent Samples Test

Levene's Test for Equality of Variances F li ch giao tiep XH li ch sc khoe Equal variances assumed Equal variances not assumed Equal variances assumed Equal variances not assumed 5.726 .023 .224 Sig. .639 t 2.346 2.355 -1.632 -1.614 df 33 32.790 33 27.663 t-test for Equality of Means Sig. (2-tailed) .025 .025 .112 .118 Mean Difference .7454523 .7454523 -.5389620 -.5389620 Std. Error Difference .31781402 .31652189 .33021613 .33397778

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Hong Trng, Khoa Ton - Thng K, H Kinh T TPHCM

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