{"id":15795,"date":"2023-02-09T15:53:37","date_gmt":"2023-02-09T08:53:37","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=15795"},"modified":"2023-02-13T10:51:09","modified_gmt":"2023-02-13T03:51:09","slug":"tu-lam-nghien-cuu-thi-truong","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/tu-lam-nghien-cuu-thi-truong\/","title":{"rendered":"H\u01b0\u1edbng d\u1eabn t\u1ef1 l\u00e0m nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (DIY Market Research) cho m\u1ecdi doanh nghi\u1ec7p"},"content":{"rendered":"

COVID-19 v\u1eeba qua \u0111i, kh\u00f4ng \u00edt doanh nghi\u1ec7p h\u01b0\u1edfng l\u1ee3i khi c\u00f3 Covid v\u00e0 c\u0169ng kh\u00f4ng \u00edt doanh nghi\u1ec7p ph\u1ea3i ch\u1ecbu nh\u1eefng \u1ea3nh h\u01b0\u1edfng n\u1eb7ng n\u1ec1. \u0110i\u1ec1u n\u00e0y bu\u1ed9c ban l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p ph\u1ea3i ra nh\u1eefng quy\u1ebft \u0111\u1ecbnh v\u1ec1 “v\u1eadn m\u1ec7nh” c\u1ee7a c\u00f4ng ty. Qua qu\u00e1 tr\u00ecnh g\u1eb7p g\u1ee1 v\u1edbi c\u00e1c doanh nghi\u1ec7p trong th\u1eddi gian g\u1ea7n \u0111\u00e2y, chuy\u00ean gia t\u01b0 v\u1ea5n marketing t\u1ea1i DTM Consulting th\u01b0\u1eddng xuy\u00ean g\u1eb7p nh\u1eefng doanh nghi\u1ec7p thay \u0111\u1ed5i l\u1ea1i chi\u1ebfn l\u01b0\u1ee3c kinh doanh, thay \u0111\u1ed5i l\u1ea1i kh\u00e1ch h\u00e0ng m\u1ee5c ti\u00eau, \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u, m\u1edf r\u1ed9ng th\u1ecb tr\u01b0\u1eddng,… \u0111\u1ec3 c\u00f3 th\u1ec3 t\u1ed3n t\u1ea1i v\u00e0 c\u1ea1nh tranh v\u1edbi \u0111\u1ed1i th\u1ee7 tr\u00ean th\u1ecb tr\u01b0\u1eddng. Do v\u1eady, doanh nghi\u1ec7p c\u0169ng ph\u1ea3i \u0111\u1ed1i m\u1eb7t v\u1edbi v\u1ea5n \u0111\u1ec1 thi\u1ebfu th\u00f4ng tin, d\u1eef li\u1ec7u khi ra quy\u1ebft \u0111\u1ecbnh. K\u1ebft qu\u1ea3 l\u00e0 kh\u00f4ng \u00edt doanh nghi\u1ec7p ph\u00e1t sinh nhu c\u1ea7u nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng. N\u1ebfu b\u1ea1n ho\u1eb7c doanh nghi\u1ec7p b\u1ea1n \u0111ang g\u1eb7p ph\u1ea3i v\u01b0\u1edbng m\u1eafc tr\u00ean th\u00ec b\u00e0i vi\u1ebft n\u00e0y l\u00e0 d\u00e0nh cho b\u1ea1n.<\/p>\n

Doanh nghi\u1ec7p c\u00f3 t\u1ef1 th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng?<\/h2>\n

C\u00e2u tr\u1ea3 l\u1eddi l\u00e0 “C\u00f3”.<\/p>\n

\u0110\u1ebfn \u0111\u00e2y ch\u1eafc b\u1ea1n c\u0169ng s\u1ebd c\u00f3 r\u1ea5t nhi\u1ec1u nghi v\u1ea5n, b\u0103n kho\u0103n v\u00ec n\u1ebfu t\u1ef1 tri\u1ec3n khai th\u00ec n\u00ean b\u1eaft \u0111\u1ea7u t\u1eeb \u0111\u00e2u? ph\u01b0\u01a1ng ph\u00e1p\/k\u1ef9 thu\u1eadt tri\u1ec3n khai ra sao? s\u1ed1 l\u01b0\u1ee3ng kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng bao nhi\u00eau l\u00e0 \u0111\u1ee7? \u0110\u1eb7c bi\u1ec7t khi c\u00f4ng ty kh\u00f4ng h\u1ec1 c\u00f3 nh\u00e2n s\u1ef1 chuy\u00ean tr\u00e1ch nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, ph\u00e2n t\u00edch d\u1eef li\u1ec7u? Th\u1eadm ch\u00ed \u0111\u1ebfn nh\u00e2n vi\u00ean marketing c\u0169ng \u0111\u01b0\u1ee3c \u0111i\u1ec1u t\u1eeb ph\u00f2ng kh\u00e1c sang,… B\u1ea1n th\u1ea5y \u0111\u00f3, r\u1ea5t nhi\u1ec1u n\u1ed7i b\u0103n kho\u0103n, lo l\u1eafng v\u1ec1 d\u1ef1 \u00e1n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng n\u1ebfu h\u1ecd t\u1ef1 l\u00e0m.<\/p>\n

V\u1eady n\u1ebfu thu\u00ea b\u00ean ngo\u00e0i th\u00ec sao? B\u1ea1n c\u0169ng \u0111\u00e3 th\u1eed h\u1ecfi c\u00e1c b\u00ean cung c\u1ea5p d\u1ecbch v\u1ee5 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng v\u00e0 th\u1ea5y r\u1eb1ng c\u00f4ng ty kh\u00f4ng c\u00f3 kh\u1ea3 n\u0103ng chi tr\u1ea3 chi ph\u00ed do qu\u00e1 l\u1edbn, th\u1eadm ch\u00ed l\u00e0 b\u1ea1n kh\u00f3 m\u00e0 c\u00f3 th\u1ec3 thuy\u1ebft ph\u1ee5c \u0111\u01b0\u1ee3c ban l\u00e3nh \u0111\u1ea1o, gi\u00e1m \u0111\u1ed1c chi ti\u1ec1n. \u0110\u1ed3ng th\u1eddi, b\u1ea1n c\u0169ng r\u1ea5t b\u0103n kho\u0103n v\u1ec1 m\u1eb7t ch\u1ea5t l\u01b0\u1ee3ng d\u1eef li\u1ec7u, th\u00f4ng tin thu \u0111\u01b0\u1ee3c trong khi b\u1ea1n ch\u1eb3ng bi\u1ebft nhi\u1ec1u v\u1ec1 ng\u00e0nh n\u00e0y, l\u00e0m sao \u0111\u1ec3 ki\u1ec3m tra, ki\u1ec3m so\u00e1t \u0111\u01b0\u1ee3c ch\u00fang? L\u00e0m sao bi\u1ebft \u0111\u01b0\u1ee3c c\u00f4ng ty cung c\u1ea5p d\u1ecbch v\u1ee5 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng kh\u00f4ng gian d\u1ed1i?<\/p>\n

Tr\u00ean th\u1ef1c t\u1ebf, th\u1eadt \u0111\u00e1ng s\u1ee3 khi sau v\u00e0i th\u00e1ng ch\u1edd \u0111\u1ee3i v\u00e0 h\u00e0ng tr\u0103m tri\u1ec7u b\u1ecf ra b\u1ea1n nh\u1eadn \u0111\u01b0\u1ee3c h\u00e0ng lo\u1ea1t c\u00e1c b\u00e1o c\u00e1o v\u1ec1 d\u1eef li\u1ec7u, h\u00e0ng lo\u1ea1t th\u00f4ng tin v\u1ec1 th\u1ecb tr\u01b0\u1eddng r\u1ed3i sau \u0111\u00f3……KH\u00d4NG BI\u1ebeT L\u00c0M G\u00cc V\u1edaI D\u1eee LI\u1ec6U, TH\u00d4NG TIN \u0110\u00d3. Kh\u00f4ng ai ch\u1ec9 cho b\u1ea1n d\u1eef li\u1ec7u \u0111\u00f3 c\u00f3 ngh\u0129a l\u00e0 g\u00ec, b\u1ea1n c\u00f3 th\u1ec3 v\u1eadn d\u1ee5ng n\u00f3 v\u00e0o th\u1ef1c t\u1ebf ra sao cho t\u1ed1i \u01b0u v\u00e0 hi\u1ec7u qu\u1ea3,….<\/p>\n

M\u1eb7t kh\u00e1c, n\u1ebfu m\u1ed7i l\u1ea7n c\u1ea7n \u0111i\u1ec1u ch\u1ec9nh l\u1ea1i m\u1ea5t th\u00eam th\u1eddi gian, ti\u1ec1n b\u1ea1c \u0111\u1ec3 \u0111\u1ed5 cho nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng b\u00ean ngo\u00e0i sao?<\/p>\n

…<\/p>\n

V\u00e0 v\u00f4 v\u00e0n nh\u1eefng b\u0103n kho\u0103n, lo l\u1eafng, m\u1ed1i b\u1eadn t\u00e2m c\u1ee7a nh\u1eefng nh\u00e0 qu\u1ea3n l\u00fd, nh\u00e0 l\u00e3nh \u0111\u1ea1o doanh nghi\u1ec7p \u0111ang g\u1eb7p ph\u1ea3i n\u1eefa.<\/p>\n

Ch\u00ednh v\u00ec v\u1eady, n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c m\u1ed1i quan t\u00e2m \u0111\u00f3, DTM Consulting ch\u00fang t\u00f4i mu\u1ed1n b\u1ea1n hi\u1ec3u h\u01a1n v\u1ec1 vi\u1ec7c tri\u1ec3n khai nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng \u0111\u1ec3 c\u00f3 th\u1ec3 “qu\u1ea3n l\u00fd” ch\u00fang m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3.<\/p>\n

\u0110\u1ed3ng th\u1eddi, DTM Consulting ch\u00fang t\u00f4i hi\u1ec7n \u0111ang cung c\u1ea5p “D\u1ecbch v\u1ee5 T\u01af V\u1ea4N v\u00e0 H\u01af\u1edaNG D\u1eaaN, TRI\u1ec2N KHAI nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng<\/a><\/strong>” ph\u00f9 h\u1ee3p cho m\u1ecdi doanh nghi\u1ec7p, t\u1eeb v\u1eeba v\u00e0 nh\u1ecf (SMEs) cho \u0111\u1ebfn nh\u1eefng t\u1eadp \u0111o\u00e0n l\u1edbn<\/p>\n

\"T\u01af<\/p>\n

H\u01b0\u1edbng d\u1eabn, c\u00f4ng c\u1ee5 cho c\u00f4ng ty t\u1ef1 l\u00e0m nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/h2>\n

B\u1ea5t k\u1ef3 c\u00f4ng ty n\u00e0o mu\u1ed1n t\u00ecm hi\u1ec3u kh\u00e1ch h\u00e0ng, nh\u00e0 ph\u00e2n ph\u1ed1i, \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh ho\u1eb7c m\u00f4i tr\u01b0\u1eddng m\u00e0 h\u1ecd ho\u1ea1t \u0111\u1ed9ng \u0111\u1ec1u c\u00f3 th\u1ec3 ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u00e1ch h\u00e0ng (DIY Market research). Doanh nghi\u1ec7p c\u00f3 th\u1ec3 tuy\u1ec3n d\u1ee5ng chuy\u00ean tr\u00e1ch nh\u1eefng c\u00e1 nh\u00e2n chuy\u00ean ph\u1ee5 tr\u00e1ch t\u1ef1 ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, kh\u1ea3o s\u00e1t kh\u00e1ch h\u00e0ng trong c\u00f4ng ty ho\u1eb7c l\u1eadp m\u1ed9t b\u1ed9 ph\u1eadn\/ph\u00f2ng ban ch\u1ecbu tr\u00e1ch nhi\u1ec7m v\u1ec1 v\u1ea5n \u0111\u1ec1 n\u00e0y.<\/p>\n

Cho d\u00f9 l\u00e0 ph\u00f2ng ban hay c\u00e1 nh\u00e2n th\u00ec nhi\u1ec7m v\u1ee5 c\u1ee7a h\u1ecd ch\u00ednh l\u00e0 t\u00ecm ki\u1ebfm, x\u1eed l\u00fd v\u00e0 cung c\u1ea5p th\u00f4ng tin cho nh\u1eefng ng\u01b0\u1eddi ra quy\u1ebft \u0111\u1ecbnh. C\u00e1c n\u1ed7 l\u1ef1c c\u1ee7a ph\u00f2ng\/nh\u00e0 nghi\u00ean c\u1ee9u c\u00f3 xu h\u01b0\u1edbng ph\u1ee5 thu\u1ed9c nhi\u1ec1u v\u00e0o c\u00e1c b\u1ed9 ph\u1eadn nghi\u00ean c\u1ee9u marketing bao g\u1ed3m h\u00e0ng ti\u00eau d\u00f9ng \u0111\u00f3ng g\u00f3i (CPG), c\u00f4ng ngh\u1ec7, qu\u1ea3ng c\u00e1o, ng\u00e2n h\u00e0ng v\u00e0 t\u00e0i ch\u00ednh, d\u01b0\u1ee3c ph\u1ea9m v\u00e0 ch\u0103m s\u00f3c s\u1ee9c kh\u1ecfe, s\u1ea3n xu\u1ea5t \u00f4 t\u00f4 v\u00e0 b\u00e1n l\u1ebb.<\/p>\n

C\u00e1c c\u00f4ng ty v\u1eeba v\u00e0 nh\u1ecf c\u00f3 th\u1ec3 ch\u1ec9 \u0111\u1ecbnh m\u1ed9t ho\u1eb7c nhi\u1ec1u ng\u01b0\u1eddi ch\u1ecbu tr\u00e1ch nhi\u1ec7m nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng. Trong nh\u1eefng tr\u01b0\u1eddng h\u1ee3p n\u00e0y, c\u00e1 nh\u00e2n ho\u1eb7c nh\u00f3m c\u00f3 th\u1ec3 th\u1ef1c s\u1ef1 ti\u1ebfn h\u00e0nh m\u1ed9t s\u1ed1 nghi\u00ean c\u1ee9u, nh\u01b0ng th\u01b0\u1eddng th\u00ec tr\u00e1ch nhi\u1ec7m c\u1ee7a h\u1ecd n\u1eb1m \u1edf vi\u1ec7c gi\u00fap \u0111\u1ee1 nh\u1eefng ng\u01b0\u1eddi kh\u00e1c trong c\u00f4ng ty bi\u1ebft khi n\u00e0o c\u1ea7n th\u1ef1c hi\u1ec7n.<\/p>\n

T\u1ef1 l\u00e0m nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (DIY market research)<\/h3>\n

\"\"<\/p>\n

T\u1ef1 tri\u1ec3n khai nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (DIY market research) hi\u1ec7n l\u00e0 m\u1ed9t trong nh\u1eefng xu h\u01b0\u1edbng m\u1edbi n\u1ed5i quan tr\u1ecdng nh\u1ea5t \u0111\u1ed1i v\u1edbi c\u00e1c b\u1ed9 ph\u1eadn nghi\u00ean c\u1ee9u marketing. Ng\u00e0y nay, nhi\u1ec1u doanh nghi\u1ec7p c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng t\u1ef1 tri\u1ec3n khai nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng b\u1edfi c\u00f3 r\u1ea5t nhi\u1ec1u c\u00f4ng c\u1ee5 truy c\u1eadp tr\u1ef1c tuy\u1ebfn \u0111\u1ebfn d\u1eef li\u1ec7u th\u1ee9 c\u1ea5p v\u00e0 r\u1ea5t nhi\u1ec1u n\u1ed9i dung h\u01b0\u1edbng d\u1eabn s\u1eed d\u1ee5ng c\u00e1c c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch d\u1eef li\u1ec7u SPSS, R,…<\/p>\n

Khi doanh nghi\u1ec7p t\u1ef1 tri\u1ec3n khai nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng c\u00f3 th\u1ec3 cung c\u1ea5p th\u00f4ng tin c\u1ea7n thi\u1ebft \u0111\u1ec3 gi\u1ea3i quy\u1ebft v\u1ea5n \u0111\u1ec1 c\u1ee7a doanh nghi\u1ec7p theo c\u00e1ch ti\u1ebft ki\u1ec7m chi ph\u00ed, k\u1ecbp th\u1eddi. Ng\u00e0y c\u00e0ng c\u00f3 nhi\u1ec1u c\u00f4ng c\u1ee5 \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n \u0111\u1ec3 c\u00e1c c\u00f4ng ty ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u marketing trong n\u1ed9i b\u1ed9 doanh nghi\u1ec7p. V\u00ed d\u1ee5 v\u1ec1 c\u00e1c c\u00f4ng c\u1ee5 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng (DIY research) l\u00e0 n\u1ec1n t\u1ea3ng kh\u1ea3o s\u00e1t tr\u1ef1c tuy\u1ebfn (ch\u1eb3ng h\u1ea1n nh\u01b0 Qualtrics v\u00e0 SurveyMonkey), c\u00f4ng c\u1ee5 ph\u00e2n t\u00edch th\u1ed1ng k\u00ea (ch\u1eb3ng h\u1ea1n nh\u01b0 SPSS, SAS v\u00e0 R), c\u00f4ng c\u1ee5 gi\u00e1m s\u00e1t m\u1ea1ng x\u00e3 h\u1ed9i (ch\u1eb3ng h\u1ea1n nh\u01b0 Hootsuite v\u00e0 Meltwater v\u00e0 b\u1ea3ng \u0111i\u1ec1u khi\u1ec3n ph\u00e2n t\u00edch d\u1eef li\u1ec7u v\u00e0 tr\u1ef1c quan h\u00f3a (ch\u1eb3ng h\u1ea1n nh\u01b0 b\u1ea3ng \u0111i\u1ec1u khi\u1ec3n \u0111\u01b0\u1ee3c cung c\u1ea5p b\u1edfi Tableau v\u00e0 Microsoft Power BI).<\/p>\n

D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t s\u1ed1 h\u01b0\u1edbng d\u1eabn c\u1ee7a DTM Consulting ch\u00fang t\u00f4i d\u00e0nh cho c\u00e1c doanh nghi\u1ec7p mu\u1ed1n t\u1ef1 l\u00e0m<\/p>\n