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NGHIEN CUU MARR

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NGHIEN CUU MARKETING

Text of NGHIEN CUU MARR

  • Chng 2 XC NH VN NGHIN CU, MC TIU NGHIN CU V THIT K D N NC

  • Cc ni dung chnhXc nh vn nghin cuXc nh mc tiu nghin cu v hnh thnh gi thuyt nghin cuThit k d n nghin cu

  • 1. Xc nh vn nghin cuQuan nim v VNCMi quan h gia VNC v VQTQuy trnh chung xc nh VNCCc phng php xc nh VNC

  • Quan nim v VNC Vn nghin cu l nhng iu cha bit hoc cha c bit mt cch cn k v nhng vn lin quan n hot ng ca doanh nghip

  • Quan h VNC v VQT marketingVn qun tr marketing quyt nh vn nghin cuVn qun tr hng n quyt nh trong khi vn nghin cu hng n thng tinVn qun tr do ngi qun tr quyt nh trong khi vn nghin cu do nh nghin cu v nh qun tr quyt nh

  • Quy trnh chung xc nh VNC (1) Hiu ng v mc tiu ca ngi ra quyt nh(2) Tm hiu v bi cnh ca vn (3) C lp v xc nh vn (4) Cn nhc cc n v phn tch(5) Xc nh cc bin s thch hp(6) Trnh by VNC v cc cu hi nghin cu

  • Phng php xc nhPhng php hnh phuPhng php phn tch tnh hung v iu tra s b

  • Xc nh mc tiu nghin cuPhn bit gia mc tiu v mc ch nghin cuPhng php xc nh mc tiu nghin cu

  • Phn bit mc tiu nghin cu v mc ch nghin cuMc tiu nghin cu- tr li cu hi lm g?Mc ch nghin cu- tr li cu hi t ti iu g?

  • Phng php xc nhXy dng cy mc tiuXc nh mc tiu theo tnh trng thng tin c c

  • V d v xc nh mc tiu nghin cu

    VN QUN TR(1) C nn pht trin dch v mua sm trc tuyn ?(2) Nn cung cp nhng loi DV no?(3) on th trng no s l th trng mc tiu?(4) Nn p dng chin lc gi no?

    VN NGHIN CU1. Khch hng c bit n h thng mua sm trc tuyn? Khch hng c nhng phn ng no ? 2. Khch hng phn ng nh th no vi cc DV? Li ch m khch hng nhn bit c cc DV?3. KH s s dng DV? C thng xuyn khng? S khc bit gia cc nhm KH? Nhm no c trin vng nht?4. KH s tr bao nhiu cho cc DV? KH c so snh vi gi ca TCT?

    MC TIU NGHIN CU1. nh gi s hiu bit ca KH v DV v thi i vi h thng mua sm trc tuyn2. Phn loi v xp hng th bc cc DV; Xc nh cc li ch c nhn bit khch hng3. nh gi nh mua, d on mc tham gia4. Tm hiu v gi sn phm so vi gi SP cnh tranh; nh gi gi tr c nhn bit ca DV

  • V d cc vn nghin cu v qun tr

    Vn ra quyt nhVn nghin cu Pht trin bao gi cho sn phm minh gi hiu qu ca cc thit k bao gi sn phm thay thTng th phn nh gi cc khu vc tim nngTng lng KH ti thm kho hngo lng hnh nh hin ti ca ca hngTng s lng hnh vi mua lp linh gi s lng hnh vi mua lp li hin tiPht trin cc khu vc, a im bn hng hp lnh gi cc khu vc bn hng hin ti v tng lai da v tim nng v khi lng cng vic cn gii quytPhn b ngn sch qung co theo khu vc a lXc nh mc thm nhp th trng hin ti trong cc khu vc ring bitGii thiu sn phm miThit k kim tra th trng, qua xc nh c mc th trng chp nhn sn phm

  • Chuyn cc VQT thnh cu hi nghin cu

  • 3. Thit k d n nghin cuThit k thu thp d liu v x l d liuXc nh chi ph nh gi gi tr d n

  • Thc chtM t v trnh by mt cch chi tit v c h thng cc cng vic, hot ng v chi ph theo k hoch t c cc kt qu v mc tiu t ra cho d n nghin cu xut cch thc trin khai d n v t ti cc mc tiu ca cuc nghin cu

  • Cc mc chnh ca bn xut nghin cuGii thiu chung v cuc nghin cuBi cnh ca cuc nghin cuL do tin hnhVn nghin cu v cc cu hi nghin cu ch yu H thng quan im nghin cuMc tiu nghin cui tng v phm vi nghin cu

  • Cc mc chnh ca bn xut nghin cu (tip)Phng php thu thp d liuNgun v loi d liu Phng php thu thpThit k bng hiThit k mu nghin cuPhn tch v x l d liuPhng php phn tchCc m hnhPhn tch nhyD kin kt qu nghin cuBiu bngCc kt lun Kin ngh v xut

  • Cc mc chnh ca bn xut nghin cu (tip)K hoch thc hin v phn cngThi gian v cc im mc chnh hon thnh cng vic (tp hun, th nghim, iu tra chnh thc, x l d liu, hi tho, tho lun, vit bo co v giao np bo co cui cng)Phn cng c nhn/nhm/b phn D ton ngn schPh lc bo coTi liu tham kho

  • Thit k thu thp v x l thng tinXc nh ngun v dng d liuLa chn cc phng php thu thp thng tinThit k bng cu hi v mu iu tra nghin cuLa chn cc phng php phn tch d liu

  • Xc nh dng v ngun d liu

    Dng d liuD liu th cp (c sn) & D liu s cp (cha c)D liu nh tnh & d liu nh lngNgun d liuD liu bn trong doanh nghipD liu bn ngoi doanh nghip

  • La chn cc phng php thu thp thng tinThu thp d liu th cpThu thp d liu s cpiu tra phng vn (Survey)Quan st (Observation)Thc nghim (Experiment)

  • Thit k bng cu hi v mu iu tra nghin cuThit k bng cu hiThit k tng qutDng v s lng cu hiTh t cu hiHnh thc bng hinh gi chung bng hiThit k mu nghin cuXc nh quy m muLa chn cc phn tTp hp cc phn tnh gi mu

  • La chn cc phng php phn tch d liuCc k thut phn tchCc m hnhPhn mm

  • c tnh ph tn v li ch ca cuc nghin cuXc nh ph tn ca cuc nghin cuCc tip cn trong xc nh ph tnLit k cc loi ph tnCc cn c xc nhc tnh gi tr ca cuc nghin cuCc tip cnCc phng php ch yu

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