{"id":15324,"date":"2022-10-18T16:05:57","date_gmt":"2022-10-18T09:05:57","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=15324"},"modified":"2022-10-18T17:44:48","modified_gmt":"2022-10-18T10:44:48","slug":"thiet-ke-cau-hoi-khao-sat","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/thiet-ke-cau-hoi-khao-sat\/","title":{"rendered":"C\u00e1ch thi\u1ebft k\u1ebf c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng – H\u01b0\u1edbng d\u1eabn tri\u1ec3n khai"},"content":{"rendered":"

Thi\u1ebft k\u1ebf c\u00e1c c\u00e2u h\u1ecfi trong b\u1ea3ng c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng sao cho hi\u1ec7u qu\u1ea3? \u0110\u00f3 l\u00e0 n\u1ed7i b\u0103n kho\u0103n, kh\u00f3 kh\u0103n c\u1ee7a nhi\u1ec1u doanh nghi\u1ec7p khi \u0111\u1ebfn v\u1edbi DTM Consulting.<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, \u0111\u1ed1i v\u1edbi m\u1ed7i lo\u1ea1i c\u00e2u h\u1ecfi, lo\u1ea1i thang \u0111o s\u1eed d\u1ee5ng trong b\u1ea3ng c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng s\u1ebd t\u1ea1o n\u00ean m\u1ed9t lo\u1ea1i d\u1eef li\u1ec7u thu v\u1ec1. B\u00ean c\u1ea1nh \u0111\u00f3, m\u1ed7i m\u1ed9t d\u1ea1ng d\u1eef li\u1ec7u n\u1ebfu kh\u00f4ng bi\u1ebft c\u00e1ch thu th\u1eadp s\u1ebd h\u1ea1n ch\u1ebf kh\u1ea3 n\u0103ng ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u1ec1 sau, h\u1ea1n ch\u1ebf nh\u1eefng th\u00f4ng tin thu \u0111\u01b0\u1ee3c t\u1eeb d\u1eef li\u1ec7u.<\/p>\n

Ch\u00fang t\u00f4i c\u0169ng \u0111\u00e3 g\u1eb7p r\u1ea5t nhi\u1ec1u tr\u01b0\u1eddng h\u1ee3p doanh nghi\u1ec7p s\u1eed d\u1ee5ng sai c\u00e2u h\u1ecfi, sau thang \u0111o d\u1eabn \u0111\u1ebfn d\u1eef li\u1ec7u v\u00e0 th\u00f4ng tin thu v\u1ec1 kh\u00f4ng ch\u00ednh x\u00e1c, thi\u1ebfu kh\u00e1ch quan. Ch\u00ednh v\u00ec v\u1eady, trong b\u00e0i vi\u1ebft n\u00e0y, DTM Consulting ch\u00fang t\u00f4i mu\u1ed1n chia s\u1ebb v\u1edbi b\u1ea1n – m\u1ed9t ng\u01b0\u1eddi \u0111ang ph\u1ea3i ph\u1ee5 tr\u00e1ch l\u00ean k\u1ebf ho\u1ea1ch v\u00e0 tri\u1ec3n khai m\u1ed9t d\u1ef1 \u00e1n kh\u1ea3o s\u00e1t trong n\u1ed9i b\u1ed9 doanh nghi\u1ec7p. C\u00e1c d\u1ef1 \u00e1n kh\u1ea3o s\u00e1t n\u00e0y c\u00f3 th\u1ec3 ph\u1ee5c v\u1ee5 b\u1ea5t k\u1ef3 m\u1ee5c ti\u00eau n\u00e0o, c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t d\u1ef1 \u00e1n kh\u1ea3o s\u00e1t tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/a> \u0111\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ef1 \u00e1n test (th\u1eed nghi\u1ec7m) t\u00ednh n\u0103ng\/s\u1ea3n ph\u1ea9m m\u1edbi<\/a>,…<\/p>\n

\"C\u00e1c<\/p>\n

C\u00e1c lo\u1ea1i c\u00e2u h\u1ecfi nghi\u00ean c\u1ee9u\/kh\u1ea3o s\u00e1t th\u1ecb tr\u01b0\u1eddng<\/h2>\n

D\u1ea1ng c\u00e2u h\u1ecfi m\u1edf (Open-ended text question)<\/strong><\/h3>\n

D\u1ea1ng c\u00e2u h\u1ecfi m\u1edf l\u00e0 d\u1ea1ng c\u00e2u h\u1ecfi \u0111\u1ec3 ng\u01b0\u1eddi \u0111\u01b0\u1ee3c h\u1ecfi t\u1ef1 do tr\u1ea3 l\u1eddi thay v\u00ec \u0111\u01b0a s\u1eb5n c\u00e1c \u00fd tr\u1ea3 l\u1eddi \u0111\u1ec3 l\u1ef1a. D\u1ea1ng c\u00e2u h\u1ecfi n\u00e0y \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng t\u1ed1t nh\u1ea5t khi doanh nghi\u1ec7p mu\u1ed1n khai th\u00e1c, t\u00ecm ra c\u00e1c th\u00f4ng tin, d\u1eef li\u1ec7u ch\u01b0a kh\u00e1m ph\u00e1 ra t\u1eeb \u0111\u1ed1i t\u01b0\u1ee3ng tr\u1ea3 l\u1eddi, th\u01b0\u1eddng ph\u1ee5c v\u1ee5 trong c\u00e1c d\u1ef1 \u00e1n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng s\u01a1 c\u1ea5p nh\u01b0 ph\u1ecfng v\u1ea5n nh\u00f3m (FGI), ph\u1ecfng v\u1ea5n chuy\u00ean s\u00e2u (IDI),… Ngo\u00e0i ra, d\u1ea1ng c\u00e2u h\u1ecfi n\u00e0y c\u0169ng th\u01b0\u1eddng \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o b\u1ea3ng c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t nh\u1eb1m khai th\u00e1c th\u00eam c\u00e1c \u00fd ngo\u00e0i c\u00e1c \u00fd \u0111\u00e3 c\u00f3 s\u1eb5n.<\/p>\n

D\u1ea1ng c\u00e2u h\u1ecfi n\u00e0y n\u00ean \u0111\u01b0\u1ee3c c\u00e2c nh\u1eafc khi s\u1eed d\u1ee5ng sao cho ph\u00f9 h\u1ee3p v\u1edbi ho\u00e0n c\u1ea3nh, m\u1ee5c ti\u00eau nghi\u00ean c\u1ee9u v\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng nghi\u00ean c\u1ee9u,..do lo\u1ea1i c\u00e2u h\u1ecfi n\u00e0y y\u00eau c\u1ea7u \u0111\u1ed1i t\u01b0\u1ee3ng nghi\u00ean c\u1ee9u nhi\u1ec1u n\u1ed7 l\u1ef1c \u0111\u1ec3 tr\u1ea3 l\u1eddi, y\u00eau c\u1ea7u k\u1ef9 n\u0103ng h\u1ecfi c\u1ee7a nh\u00e0 qu\u1ea3n tr\u1ecb b\u1ea3ng c\u1ea9u h\u1ecfi,…. \u0110\u1ed3ng th\u1eddi, trong tr\u01b0\u1eddng h\u1ee3p doanh nghi\u1ec7p kh\u00f4ng \u0111\u1ee7 kh\u1ea3 n\u0103ng \u0111\u1ec3 ph\u00e2n t\u00edch d\u1eef li\u1ec7u d\u1ea1ng n\u00e0y c\u0169ng n\u00ean c\u00e2n nh\u1eafc s\u1eed d\u1ee5ng.<\/p>\n

D\u1ea1ng c\u00e2u h\u1ecfi tr\u1eafc nghi\u1ec7m (Multiple choice question)<\/strong><\/h3>\n

\u0110\u00e2y l\u00e0 d\u1ea1ng c\u00e2u h\u1ecfi th\u01b0\u1eddng th\u1ea5y ph\u1ed5 bi\u1ebfn trong c\u00e1c b\u1ea3ng c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng. D\u1ea1ng c\u00e2u h\u1ecfi tr\u1eafc nghi\u1ec7m t\u1ea1o ra c\u00e1c d\u1eef li\u1ec7u \u0111\u00e3 \u0111\u01b0\u1ee3c ph\u00e2n lo\u1ea1i v\u00e0 \u0111\u1ecbnh danh (nominal), ph\u00e2n t\u00edch th\u00f4ng qua th\u1ed1ng k\u00ea t\u1ea7n su\u1ea5t xu\u1ea5t hi\u1ec7n. Ng\u01b0\u1eddi thi\u1ebft k\u1ebf s\u1ebd li\u1ec7t k\u00ea c\u00e1c c\u00e2u tr\u1ea3 l\u1eddi tr\u01b0\u1edbc cho \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c h\u1ecfi l\u1ef1a ch\u1ecdn, c\u00f3 th\u1ec3 l\u1ef1a ch\u1ecdn 1 ho\u1eb7c nhi\u1ec1u \u00fd tr\u1ea3 l\u1eddi, n\u1ebfu h\u1ecd c\u00f3 \u00fd ki\u1ebfn kh\u00e1c ngo\u00e0i c\u00e1c \u00fd c\u00f3 s\u1eb5n th\u00ec s\u1ebd b\u1ed5 sung th\u00eam.<\/p>\n

V\u00ed d\u1ee5 d\u01b0\u1edbi d\u00e2y l\u00e0 m\u1ed9t s\u1ed1 d\u1ea1ng c\u00e2u h\u1ecfi tr\u1eafc nghi\u1ec7m th\u01b0\u1eddng g\u1eb7p:<\/p>\n

\"c\u00e2u<\/p>\n

 <\/p>\n

Nh\u1eefng th\u00f4ng tin thu th\u1eadp \u0111\u00f3 ph\u1ea3i \u0111\u01b0\u1ee3c ki\u1ec3m tra \u0111\u1ec3 ph\u00e2n lo\u1ea1i l\u1ea1i, n\u1ebfu kh\u00f4ng, ph\u00e2n b\u1ed1 t\u1ea7n s\u1ed1 \u0111\u01b0\u1ee3c t\u1ea1o ra s\u1ebd kh\u00f4ng ph\u1ea3n \u00e1nh ch\u00ednh x\u00e1c c\u1ea3m gi\u00e1c c\u1ee7a nh\u00f3m ng\u01b0\u1eddi tr\u1ea3 l\u1eddi.<\/p>\n

D\u1ea1ng c\u00e2u h\u1ecfi thang \u0111o theo th\u1ee9 b\u1eadc(<\/strong>Ordinal scale question)<\/strong><\/h3>\n

T\u01b0\u01a1ng t\u1ef1 nh\u01b0 d\u1ea1ng c\u00e2u h\u1ecfi tr\u1eafc nghi\u1ec7m, d\u1ea1ng c\u00e2u h\u1ecfi thang \u0111o th\u1ee9 b\u1eadc c\u0169ng s\u1ebd li\u1ec7t k\u00ea c\u00e1c \u00fd tr\u1ea3 l\u1eddi s\u1eb5n cho ng\u01b0\u1eddi tr\u1ea3 l\u1eddi l\u1ef1a ch\u1ecdn nh\u01b0ng s\u1ef1 kh\u00e1c nhau \u0111\u00f3 ch\u00ednh l\u00e0 c\u00e1c ch\u1ecdn tr\u1ea3 l\u1eddi \u0111\u01b0\u1ee3c s\u1eafp x\u1ebfp theo m\u1ed9t th\u1ee9 b\u1eadc \u0111\u1ecbnh s\u1eb5n ho\u1eb7c m\u1ed9t \u0111\u1eb7c \u0111i\u1ec3m c\u1ee5 th\u1ec3 th\u1ec3 hi\u1ec7n s\u1ef1 h\u01a1n k\u00e9m. V\u00ed d\u1ee5 m\u1ed9t s\u1ed1 d\u1ea1ng c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t theo thang \u0111o th\u1ee9 b\u1eadc: Anh ch\u1ecb vui l\u00f2ng cho bi\u1ebft \u01b0\u1edbc l\u01b0\u1ee3ng thu nh\u1eadp c\u1ee7a anh ch\u1ec9 trong 1 th\u00e1ng:<\/p>\n

    \n
  1. D\u01b0\u1edbi 5 tri\u1ec7u<\/li>\n
  2. T\u1eeb 5-7 tri\u1ec7u \u0111\u1ed3ng<\/li>\n
  3. T\u1eeb 7-10 tri\u1ec7u \u0111\u1ed3ng<\/li>\n
  4. Tr\u00ean 10 tri\u1ec7u \u0111\u1ed3ng<\/li>\n<\/ol>\n

    L\u01b0u \u00fd, khi thi\u1ebft k\u1ebf c\u00e2u h\u1ecfi, c\u1ea7n ch\u00fa thi\u1ebft k\u1ebf sao cho tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi tr\u1ea3 l\u1eddi tho\u1ea3i m\u00e1i nh\u1ea5t, tr\u00e1nh \u0111i\u1ec1u h\u01b0\u1edbng c\u00e2u tr\u1ea3 l\u1eddi. V\u00ed d\u1ee5, s\u1eafp x\u1ebfp th\u1ee9 t\u1ef1 c\u00e2u tr\u1ea3 l\u1eddi l\u1ed9n x\u1ed9n, kh\u00f4ng theo th\u1ee9 t\u1ef1 ho\u1eb7c th\u1ee9 b\u1eadc qu\u00e1 ph\u1ee9c t\u1ea1p.<\/p>\n

    D\u1ea1ng c\u00e2u h\u1ecfi thang \u0111o kho\u1ea3ng c\u00e1ch (<\/strong>Interval scale question)<\/strong><\/h2>\n

    D\u1ea1ng c\u00e2u h\u1ecfi thang \u0111o kho\u1ea3ng c\u00e1ch l\u00e0 d\u1ea1ng c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t th\u01b0\u1eddng \u0111\u01b0\u1ee3c DTM Consulting ch\u00fang t\u00f4i s\u1eed d\u1ee5ng \u0111\u1ec3 thu th\u1eadp m\u1ee9c \u0111\u1ed9 c\u1ea3m nh\u1eadn\/\u0111\u00e1nh gi\u00e1 c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng tr\u1ea3 l\u1eddi v\u1edbi ch\u1ee7 \u0111\u1ec1, n\u1ed9i dung h\u1ecfi. M\u1ee9c \u0111\u1ed9 c\u1ea3m nh\u1eadn, \u0111\u00e1nh g\u00e1 \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n th\u00f4ng qua c\u00e1c tr\u00ecnh b\u00e0y chia th\u00e0nh c\u00e1c m\u1ee9c v\u00e0 h\u1ecfi \u00fd ki\u1ebfn \u0111\u1ed1i t\u01b0\u1ee3ng tr\u1ea3 l\u1eddi v\u1ec1 m\u1ee9c c\u1ea3m nh\u1eadn, \u0111\u00e1nh gi\u00e1 c\u1ee7a h\u1ecd.<\/p>\n

    Tr\u00ean th\u1ef1c t\u1ebf, c\u00e1c c\u00e2u h\u1ecfi thang \u0111o kho\u1ea3ng c\u00e1ch th\u01b0\u1eddng \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u, khai th\u00e1c c\u00e1c th\u00f4ng tin v\u1ec1 s\u1ef1 h\u00e0i l\u00f2ng, m\u1ee9c \u0111\u1ed9 \u0111\u1ed3ng \u00fd, t\u1ea7n su\u1ea5t, kh\u1ea3 n\u0103ng x\u1ea3 ra,… Ng\u01b0\u1eddi thi\u1ebft k\u1ebf b\u1ea3ng c\u00e2u h\u1ecfi n\u00ean x\u00e2y d\u1ef1ng m\u1ed9t thang \u0111o ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau h\u1ecfi.<\/p>\n

    V\u00ed d\u1ee5 thang \u0111o kho\u1ea3ng c\u00e1ch trong b\u1ea3ng c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t:<\/p>\n

    \"thang<\/p>\n

    M\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng kh\u00e1c bi\u1ec7t gi\u1eefa thang \u0111\u00f3 th\u1ee9 b\u1eadc v\u00e0 thang \u0111\u00f3 kho\u1ea3ng \u0111\u00f3 l\u00e0 thang \u0111o kho\u1ea3ng s\u1ebd \u0111\u01b0\u1ee3c ph\u00e2n chia kho\u1ea3ng c\u00e1ch theo m\u1ed9t \u0111\u01a1n v\u1ecb nh\u1ea5t qu\u00e1n.<\/p>\n

    >> B\u00e0i vi\u1ebft li\u00ean quan: Ch\u1ecdn m\u1eabu (sampling) trong kh\u1ea3o s\u00e1t th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng<\/a><\/strong><\/p>\n

    L\u01b0u \u00fd khi l\u1ef1a ch\u1ecdn lo\u1ea1i c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t v\u00e0 thi\u1ebft k\u1ebf c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t trong b\u1ea3ng c\u00e2u h\u1ecfi<\/h2>\n

    M\u1ed9t trong nh\u1eefng sai l\u1ea7m m\u00e0 DTM Consulting ch\u00fang t\u00f4i th\u01b0\u1eddng g\u1eb7p nh\u1ea5t khi t\u01b0 v\u1ea5n, h\u01b0\u1edbng d\u1eabn doanh nghi\u1ec7p ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng \u0111\u00f3 ch\u00ednh l\u00e0 kh\u00f4ng t\u1eadp trung v\u00e0o m\u1ee5c ti\u00eau nghi\u00ean c\u1ee9u\/kh\u1ea3o s\u00e1t th\u1ecb tr\u01b0\u1eddng khi thi\u1ebft k\u1ebf b\u1ea3ng c\u00e2u h\u1ecfi, \u0111\u1eb7t c\u00e2u h\u1ecfi.<\/p>\n

    V\u1eady n\u00ean, h<\/strong>\u00e3y lu\u00f4n nh\u1edb \u0111\u1ebfn m\u1ee5c ti\u00eau c\u1ee7a nghi\u00ean c\u1ee9u\/kh\u1ea3o s\u00e1t:<\/p>\n