{"id":17887,"date":"2024-11-19T11:50:15","date_gmt":"2024-11-19T04:50:15","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=17887"},"modified":"2024-11-19T12:01:17","modified_gmt":"2024-11-19T05:01:17","slug":"nghien-cuu-dan-toc-hoc-ethnography-research","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/nghien-cuu-dan-toc-hoc-ethnography-research\/","title":{"rendered":"Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc (Ethnography research) l\u00e0 g\u00ec? \u1ee8ng d\u1ee5ng v\u00e0 h\u1ea1n ch\u1ebf c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc"},"content":{"rendered":"

Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc (Ethnography research)<\/i><\/b> l\u00e0 ph\u01b0\u01a1ng ph\u00e1p gi\u00fap doanh nghi\u1ec7p hi\u1ec3u s\u00e2u s\u1eafc h\u00e0nh vi, v\u0103n h\u00f3a v\u00e0 <\/span><\/i>nhu c\u1ea7u<\/span><\/i><\/a> ti\u1ec1m \u1ea9n c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua vi\u1ec7c quan s\u00e1t th\u1ef1c t\u1ebf. \u0110\u00e2y l\u00e0 ph\u01b0\u01a1ng ph\u00e1p \u0111\u01b0\u1ee3c c\u00e1c nh\u00e0 <\/span><\/i>nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/span><\/i><\/a>, marketer v\u00e0 nh\u00e0 qu\u1ea3n l\u00fd s\u1eed d\u1ee5ng \u0111\u1ec3 mang l\u1ea1i c\u00e1i nh\u00ecn chi ti\u1ebft h\u01a1n v\u1ec1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong b\u1ed1i c\u1ea3nh s\u1ed1ng h\u00e0ng ng\u00e0y.<\/span><\/i><\/p>\n

B\u00e0i vi\u1ebft s\u1ebd gi\u00fap ng\u01b0\u1eddi \u0111\u1ecdc t\u00ecm hi\u1ec3u nh\u1eefng \u1ee9ng d\u1ee5ng th\u1ef1c ti\u1ec5n c\u0169ng nh\u01b0 th\u00e1ch th\u1ee9c v\u00e0 h\u1ea1n ch\u1ebf khi doanh nghi\u1ec7p \u00e1p d\u1ee5ng nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc trong kinh doanh.<\/span><\/i><\/p>\n

1. Gi\u1edbi thi\u1ec7u ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc<\/b><\/h2>\n

Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc (Ethnography research) l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u x\u00e3 h\u1ed9i h\u1ecdc t\u1eadp trung v\u00e0o vi\u1ec7c t\u00ecm hi\u1ec3u v\u0103n h\u00f3a, h\u00e0nh vi v\u00e0 tr\u1ea3i nghi\u1ec7m c\u1ee7a m\u1ed9t nh\u00f3m ng\u01b0\u1eddi trong ng\u1eef c\u1ea3nh t\u1ef1 nhi\u00ean. Kh\u00e1c v\u1edbi c\u00e1c ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u kh\u00e1c, nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc ch\u00fa tr\u1ecdng v\u00e0o quan s\u00e1t th\u1ef1c t\u1ebf, ghi l\u1ea1i nh\u1eefng t\u01b0\u01a1ng t\u00e1c v\u00e0 th\u00f3i quen h\u00e0ng ng\u00e0y c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng nghi\u00ean c\u1ee9u.<\/span><\/p>\n

Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y ng\u00e0y c\u00e0ng tr\u1edf n\u00ean ph\u1ed5 bi\u1ebfn trong l\u0129nh v\u1ef1c marketing v\u00e0 kinh doanh. C\u00e1c doanh nghi\u1ec7p v\u00e0 nh\u00e0 nghi\u00ean c\u1ee9u l\u1ef1a ch\u1ecdn nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc v\u00ec kh\u1ea3 n\u0103ng cung c\u1ea5p c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u00e0 ch\u00e2n th\u1ef1c v\u1ec1 kh\u00e1ch h\u00e0ng. H\u1ecd c\u00f3 th\u1ec3 kh\u00e1m ph\u00e1 nh\u1eefng nhu c\u1ea7u, mong mu\u1ed1n v\u00e0 h\u00e0nh vi ti\u00eau d\u00f9ng m\u00e0 ng\u01b0\u1eddi tham gia kh\u00f4ng d\u1ec5 d\u00e0ng b\u1ed9c l\u1ed9 trong c\u00e1c ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u truy\u1ec1n th\u1ed1ng.<\/span><\/p>\n

Xem th\u00eam: <\/span>Ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u th\u1ef1c \u0111\u1ecba \u2013 K\u1ebf ho\u1ea1ch tri\u1ec3n khai (c\u1eadp nh\u1eadt 2023)<\/span><\/a><\/p>\n

2. L\u1ee3i \u00edch khi s\u1eed d\u1ee5ng ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc trong kinh doanh v\u00e0 marketing<\/b><\/h2>\n

Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc gi\u00fap doanh nghi\u1ec7p hi\u1ec3u s\u00e2u s\u1eafc h\u00e0nh vi v\u00e0 tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua vi\u1ec7c quan s\u00e1t th\u1ef1c t\u1ebf trong ng\u1eef c\u1ea3nh t\u1ef1 nhi\u00ean. Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y cho ph\u00e9p nh\u00e0 nghi\u00ean c\u1ee9u ghi nh\u1eadn nh\u1eefng t\u01b0\u01a1ng t\u00e1c, th\u00f3i quen v\u00e0 c\u1ea3m x\u00fac th\u1eadt c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng khi h\u1ecd s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. \u0110i\u1ec1u n\u00e0y mang l\u1ea1i c\u00e1i nh\u00ecn to\u00e0n di\u1ec7n v\u00e0 ch\u00e2n th\u1ef1c h\u01a1n v\u1ec1 h\u00e0nh vi kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

Ngo\u00e0i ra, nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc c\u00f2n gi\u00fap ph\u00e1t hi\u1ec7n nh\u1eefng nhu c\u1ea7u ti\u1ec1m \u1ea9n c\u1ee7a kh\u00e1ch h\u00e0ng. \u0110\u00e2y l\u00e0 nh\u1eefng mong mu\u1ed1n ho\u1eb7c v\u1ea5n \u0111\u1ec1 m\u00e0 ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 kh\u00f4ng t\u1ef1 nh\u1eadn th\u1ee9c \u0111\u01b0\u1ee3c ho\u1eb7c kh\u00f4ng di\u1ec5n \u0111\u1ea1t r\u00f5 r\u00e0ng qua c\u00e1c ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u truy\u1ec1n th\u1ed1ng. B\u1eb1ng c\u00e1ch quan s\u00e1t trong b\u1ed1i c\u1ea3nh s\u1ed1ng h\u00e0ng ng\u00e0y, doanh nghi\u1ec7p c\u00f3 th\u1ec3 kh\u00e1m ph\u00e1 nh\u1eefng insight qu\u00fd gi\u00e1 \u0111\u1ec3 c\u1ea3i thi\u1ec7n v\u00e0 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5.<\/span><\/p>\n

Kh\u00f4ng ch\u1ec9 v\u1eady k\u1ebft qu\u1ea3 t\u1eeb nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc mang l\u1ea1i gi\u00e1 tr\u1ecb to l\u1edbn trong vi\u1ec7c t\u1ed1i \u01b0u h\u00f3a chi\u1ebfn l\u01b0\u1ee3c kinh doanh. Doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng nh\u1eefng hi\u1ec3u bi\u1ebft thu th\u1eadp \u0111\u01b0\u1ee3c \u0111\u1ec3 thi\u1ebft k\u1ebf s\u1ea3n ph\u1ea9m ph\u00f9 h\u1ee3p h\u01a1n v\u1edbi nhu c\u1ea7u th\u1ef1c t\u1ebf, \u0111\u1ed3ng th\u1eddi x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing nh\u1eafm \u0111\u00fang v\u00e0o t\u00e2m l\u00fd ng\u01b0\u1eddi ti\u00eau d\u00f9ng, t\u1eeb \u0111\u00f3 gia t\u0103ng hi\u1ec7u qu\u1ea3 v\u00e0 s\u1ef1 h\u00e0i l\u00f2ng c\u1ee7a kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

Xem th\u00eam: Emphatic \u2013 Nghi\u00ean c\u1ee9u x\u00e2m nh\u1eadp<\/a><\/p>\n

3. \u1ee8ng d\u1ee5ng c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc trong kinh doanh v\u00e0 marketing<\/b><\/h2>\n

B\u1eb1ng c\u00e1ch quan s\u00e1t v\u00e0 t\u01b0\u01a1ng t\u00e1c tr\u1ef1c ti\u1ebfp v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng trong ng\u1eef c\u1ea3nh t\u1ef1 nhi\u00ean, nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc mang l\u1ea1i nhi\u1ec1u \u1ee9ng d\u1ee5ng quan tr\u1ecdng trong kinh doanh v\u00e0 marketing.<\/span><\/p>\n

3.1. Hi\u1ec3u r\u00f5 h\u00e0nh vi kh\u00e1ch h\u00e0ng trong marketing<\/b><\/h3>\n

Thay v\u00ec ch\u1ec9 d\u1ef1a v\u00e0o d\u1eef li\u1ec7u \u0111\u1ecbnh l\u01b0\u1ee3ng nh\u01b0 kh\u1ea3o s\u00e1t hay <\/span>ph\u1ecfng v\u1ea5n<\/span><\/a>, ph\u01b0\u01a1ng ph\u00e1p n\u00e0y cho ph\u00e9p nh\u00e0 nghi\u00ean c\u1ee9u ghi nh\u1eadn nh\u1eefng y\u1ebfu t\u1ed1 ti\u1ec1m \u1ea9n \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn h\u00e0nh vi ti\u00eau d\u00f9ng. C\u00e1c h\u00e0nh \u0111\u1ed9ng, c\u1ea3m x\u00fac v\u00e0 th\u00f3i quen h\u00e0ng ng\u00e0y c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 th\u1ec3 ti\u1ebft l\u1ed9 nh\u1eefng \u0111\u1ed9ng l\u1ef1c \u1ea9n s\u00e2u m\u00e0 kh\u00f4ng d\u1ec5 d\u00e0ng b\u1ed9c l\u1ed9 qua c\u00e1c c\u00e2u h\u1ecfi th\u00f4ng th\u01b0\u1eddng.<\/span><\/p>\n

Sau khi hi\u1ec3u r\u00f5 v\u1ec1 \u0111\u1ed9ng c\u01a1, th\u00f3i quen v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 v\u0103n h\u00f3a \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua s\u1eafm, doanh nghi\u1ec7p c\u00f3 th\u1ec3 x\u00e2y d\u1ef1ng c\u00e1c chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng hi\u1ec7u qu\u1ea3 h\u01a1n. Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc cung c\u1ea5p c\u00e1i nh\u00ecn chi ti\u1ebft v\u1ec1 c\u00e1ch kh\u00e1ch h\u00e0ng ti\u1ebfp nh\u1eadn th\u00f4ng \u0111i\u1ec7p v\u00e0 s\u1ea3n ph\u1ea9m. t\u1eeb \u0111\u00f3 doanh nghi\u1ec7p c\u00f3 th\u1ec3 t\u1ea1o ra c\u00e1c chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng g\u1ea7n g\u0169i, ph\u00f9 h\u1ee3p v\u00e0 d\u1ec5 d\u00e0ng k\u1ebft n\u1ed1i v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau.<\/span><\/p>\n

Xem th\u00eam: <\/span>Khoa h\u1ecdc l\u00fd gi\u1ea3i h\u00e0nh vi kh\u00e1ch h\u00e0ng theo c\u00e1ch d\u1ec5 hi\u1ec3u nh\u1ea5t<\/span><\/a><\/p>\n

\"Nghi\u00ean<\/p>\n

Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc (Ethnography) gi\u00fap doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u00e0nh vi kh\u00e1ch h\u00e0ng<\/span><\/i><\/p>\n

3.2. Ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 trong kinh doanh<\/b><\/h3>\n

M\u1ed9t \u1ee9ng d\u1ee5ng quan tr\u1ecdng kh\u00e1c c\u1ee7a nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc l\u00e0 gi\u00fap doanh nghi\u1ec7p ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p v\u1edbi nhu c\u1ea7u th\u1ef1c t\u1ebf c\u1ee7a kh\u00e1ch h\u00e0ng. Th\u00f4ng qua vi\u1ec7c quan s\u00e1t, doanh nghi\u1ec7p c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng. T\u1eeb \u0111\u00f3 s\u1ea3n ph\u1ea9m s\u1ebd \u0111\u01b0\u1ee3c thi\u1ebft k\u1ebf \u0111\u1ec3 \u0111\u00e1p \u1ee9ng \u0111\u00fang c\u00e1c nhu c\u1ea7u th\u1ef1c t\u1ebf v\u00e0 c\u00e1c y\u00eau c\u1ea7u \u0111\u1eb7c th\u00f9 c\u1ee7a t\u1eebng nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng.<\/span><\/p>\n

Xem th\u00eam: <\/span>5 chi\u1ebfn l\u01b0\u1ee3c ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m cho m\u1ecdi doanh nghi\u1ec7p<\/span><\/a><\/p>\n

3.3. T\u1ed1i \u01b0u h\u00f3a tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/b><\/h3>\n

Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc gi\u00fap doanh nghi\u1ec7p c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng b\u1eb1ng c\u00e1ch theo d\u00f5i h\u00e0nh vi v\u00e0 t\u01b0\u01a1ng t\u00e1c th\u1ef1c t\u1ebf c\u1ee7a h\u1ecd v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5. Qua \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 nh\u1eadn di\u1ec7n c\u00e1c v\u1ea5n \u0111\u1ec1 trong tr\u1ea3i nghi\u1ec7m ng\u01b0\u1eddi d\u00f9ng v\u00e0 c\u1ea3i ti\u1ebfn c\u00e1c y\u1ebfu t\u1ed1 nh\u01b0 thi\u1ebft k\u1ebf giao di\u1ec7n (UX\/UI) ho\u1eb7c quy tr\u00ecnh ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng.<\/span><\/p>\n

H\u01a1n n\u1eefa, vi\u1ec7c hi\u1ec3u \u0111\u01b0\u1ee3c v\u0103n h\u00f3a v\u00e0 gi\u00e1 tr\u1ecb m\u00e0 kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 coi tr\u1ecdng gi\u00fap doanh nghi\u1ec7p x\u00e2y d\u1ef1ng l\u00f2ng trung th\u00e0nh v\u00e0 k\u1ebft n\u1ed1i s\u00e2u s\u1eafc v\u1edbi h\u1ecd. Khi nghi\u00ean c\u1ee9u v\u1ec1 th\u00f3i quen, \u0111\u1ed9ng l\u1ef1c v\u00e0 c\u00e1c y\u1ebfu t\u1ed1 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua, doanh nghi\u1ec7p c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c chi\u1ebfn l\u01b0\u1ee3c gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng hi\u1ec7u qu\u1ea3.<\/span><\/p>\n

Xem th\u00eam:<\/span><\/p>\n

C\u00e1ch t\u1ed1i \u01b0u tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng cho m\u1ecdi doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam<\/span><\/a><\/p>\n

Kh\u1ea3o s\u00e1t tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng \u2013 M\u1eabu b\u1ea3ng c\u00e2u h\u1ecfi kh\u1ea3o s\u00e1t<\/span><\/a><\/p>\n

\"Nghi\u00ean<\/p>\n

Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc (Ethnography) gi\u00fap doanh nghi\u1ec7p t\u1ed1i \u01b0u tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng<\/span><\/i><\/p>\n

3.4. \u1ee8ng d\u1ee5ng trong qu\u1ea3n l\u00fd t\u1ed5 ch\u1ee9c<\/b><\/h3>\n

Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc c\u00f3 th\u1ec3 \u1ee9ng d\u1ee5ng trong vi\u1ec7c \u0111\u1ed5i m\u1edbi v\u00e0 s\u00e1ng t\u1ea1o trong v\u0103n h\u00f3a t\u1ed5 ch\u1ee9c. B\u1eb1ng c\u00e1ch nghi\u00ean c\u1ee9u c\u00e1c gi\u00e1 tr\u1ecb v\u0103n h\u00f3a trong doanh nghi\u1ec7p, ban qu\u1ea3n l\u00fd c\u00f3 th\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 t\u00e2m l\u00fd v\u00e0 nhu c\u1ea7u c\u1ee7a nh\u00e2n vi\u00ean. T\u1eeb \u0111\u00f3, doanh nghi\u1ec7p c\u00f3 th\u1ec3 ph\u00e1t tri\u1ec3n c\u00e1c ch\u01b0\u01a1ng tr\u00ecnh c\u1ea3i ti\u1ebfn v\u0103n h\u00f3a t\u1ed5 ch\u1ee9c, th\u00fac \u0111\u1ea9y s\u1ef1 s\u00e1ng t\u1ea1o v\u00e0 t\u1ea1o ra m\u1ed9t m\u00f4i tr\u01b0\u1eddng l\u00e0m vi\u1ec7c hi\u1ec7u qu\u1ea3 h\u01a1n.<\/span><\/p>\n

4. Th\u00e1ch th\u1ee9c v\u00e0 h\u1ea1n ch\u1ebf c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc<\/b><\/h2>\n

M\u1ed9t trong nh\u1eefng th\u00e1ch th\u1ee9c l\u1edbn c\u1ee7a nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc l\u00e0 \u0111\u00f2i h\u1ecfi th\u1eddi gian v\u00e0 chi ph\u00ed \u0111\u00e1ng k\u1ec3. Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y y\u00eau c\u1ea7u nh\u00e0 nghi\u00ean c\u1ee9u ph\u1ea3i tham gia tr\u1ef1c ti\u1ebfp v\u00e0o cu\u1ed9c s\u1ed1ng c\u1ee7a kh\u00e1ch h\u00e0ng, quan s\u00e1t v\u00e0 ghi nh\u1eadn h\u00e0nh vi trong m\u00f4i tr\u01b0\u1eddng t\u1ef1 nhi\u00ean. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 k\u00e9o d\u00e0i nhi\u1ec1u th\u00e1ng v\u00e0 \u0111\u00f2i h\u1ecfi c\u00e1c ngu\u1ed3n l\u1ef1c t\u00e0i ch\u00ednh l\u1edbn, khi\u1ebfn c\u00e1c doanh nghi\u1ec7p \u0111\u00f4i khi c\u1ea3m th\u1ea5y e ng\u1ea1i khi tri\u1ec3n khai ph\u01b0\u01a1ng ph\u00e1p n\u00e0y trong c\u00e1c chi\u1ebfn l\u01b0\u1ee3c nghi\u00ean c\u1ee9u c\u1ee7a m\u00ecnh.<\/span><\/p>\n

Th\u00eam v\u00e0o \u0111\u00f3, vi\u1ec7c ph\u00e2n t\u00edch v\u00e0 t\u1ed5ng h\u1ee3p d\u1eef li\u1ec7u t\u1eeb nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc c\u0169ng g\u1eb7p ph\u1ea3i kh\u00f4ng \u00edt kh\u00f3 kh\u0103n. D\u1eef li\u1ec7u thu th\u1eadp t\u1eeb c\u00e1c cu\u1ed9c ph\u1ecfng v\u1ea5n s\u00e2u ho\u1eb7c quan s\u00e1t th\u1ef1c \u0111\u1ecba th\u01b0\u1eddng l\u00e0 phi c\u1ea5u tr\u00fac v\u00e0 r\u1ea5t ph\u1ee9c t\u1ea1p. \u0110\u1ec3 chuy\u1ec3n nh\u1eefng th\u00f4ng tin n\u00e0y th\u00e0nh d\u1eef li\u1ec7u c\u00f3 th\u1ec3 \u00e1p d\u1ee5ng v\u00e0o chi\u1ebfn l\u01b0\u1ee3c kinh doanh, c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u ph\u1ea3i s\u1eed d\u1ee5ng c\u00e1c k\u1ef9 thu\u1eadt ph\u00e2n t\u00edch \u0111\u1eb7c th\u00f9. \u0110i\u1ec1u n\u00e0y \u0111\u00f2i h\u1ecfi m\u1ed9t \u0111\u1ed9i ng\u0169 nghi\u00ean c\u1ee9u c\u00f3 kinh nghi\u1ec7m v\u00e0 k\u1ef9 n\u0103ng ph\u00e2n t\u00edch cao, \u0111\u1ed3ng th\u1eddi t\u1ed1n th\u00eam th\u1eddi gian v\u00e0 c\u00f4ng s\u1ee9c.<\/span><\/p>\n

5. C\u00e1c ph\u01b0\u01a1ng ph\u00e1p ch\u00ednh c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc<\/b><\/h2>\n

Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc th\u01b0\u1eddng s\u1eed d\u1ee5ng hai ph\u01b0\u01a1ng ph\u00e1p ph\u1ed5 bi\u1ebfn: Quan s\u00e1t th\u1ef1c \u0111\u1ecba v\u00e0 Ph\u1ecfng v\u1ea5n chuy\u00ean s\u00e2u.<\/span><\/p>\n

Quan s\u00e1t th\u1ef1c \u0111\u1ecba (Field Observation)<\/b> t\u1eadp trung v\u00e0o vi\u1ec7c quan s\u00e1t tr\u1ef1c ti\u1ebfp m\u00f4i tr\u01b0\u1eddng s\u1ed1ng v\u00e0 l\u00e0m vi\u1ec7c c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng nghi\u00ean c\u1ee9u. C\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u tham gia v\u00e0o cu\u1ed9c s\u1ed1ng h\u00e0ng ng\u00e0y c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, ghi nh\u1eadn nh\u1eefng h\u00e0nh vi, th\u00f3i quen v\u00e0 t\u01b0\u01a1ng t\u00e1c c\u1ee7a h\u1ecd v\u1edbi s\u1ea3n ph\u1ea9m ho\u1eb7c d\u1ecbch v\u1ee5 trong ng\u1eef c\u1ea3nh t\u1ef1 nhi\u00ean.<\/span><\/p>\n

Xem th\u00eam: <\/span>Ph\u01b0\u01a1ng ph\u00e1p quan s\u00e1t trong nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u1ef1c hi\u1ec7n nh\u01b0 th\u1ebf n\u00e0o?<\/span><\/a><\/p>\n

Ph\u1ecfng v\u1ea5n chuy\u00ean s\u00e2u (In-depth Interviews)<\/b> t\u1eadp trung v\u00e0o vi\u1ec7c khai th\u00e1c \u00fd ki\u1ebfn v\u00e0 suy ngh\u0129 s\u00e2u s\u1eafc t\u1eeb ng\u01b0\u1eddi tham gia. Thay v\u00ec h\u1ecfi c\u00e1c c\u00e2u h\u1ecfi c\u1ed1 \u0111\u1ecbnh nh\u01b0 trong kh\u1ea3o s\u00e1t th\u00f4ng th\u01b0\u1eddng, nh\u00e0 nghi\u00ean c\u1ee9u linh ho\u1ea1t \u0111\u1eb7t c\u00e1c c\u00e2u h\u1ecfi m\u1edf \u0111\u1ec3 ng\u01b0\u1eddi tham gia c\u00f3 th\u1ec3 t\u1ef1 do chia s\u1ebb suy ngh\u0129, c\u1ea3m nh\u1eadn v\u00e0 tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n.<\/span><\/p>\n

Xem th\u00eam: <\/span>H\u01b0\u1edbng d\u1eabn th\u1ef1c hi\u1ec7n ph\u1ecfng v\u1ea5n chuy\u00ean s\u00e2u (In-depth interview) cho marketer<\/span><\/a><\/p>\n

Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc (Ethnography research)<\/i><\/b> mang \u0111\u1ebfn nhi\u1ec1u l\u1ee3i \u00edch khi doanh nghi\u1ec7p \u00e1p d\u1ee5ng trong kinh doanh v\u00e0 marketing. Nh\u1eefng insight thu \u0111\u01b0\u1ee3c t\u1eeb nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc kh\u00f4ng ch\u1ec9 h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p c\u1ea3i ti\u1ebfn s\u1ea3n ph\u1ea9m m\u00e0 c\u00f2n t\u1ed1i \u01b0u h\u00f3a c\u00e1c chi\u1ebfn l\u01b0\u1ee3c marketing v\u00e0 ch\u0103m s\u00f3c kh\u00e1ch h\u00e0ng.<\/span><\/i><\/p>\n

V\u1edbi nh\u1eefng l\u1ee3i \u00edch tr\u00ean, c\u00e1c doanh nghi\u1ec7p n\u00ean c\u00e2n nh\u1eafc \u0111\u1ea7u t\u01b0 v\u00e0o nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc \u0111\u1ec3 khai th\u00e1c t\u1ed1i \u0111a ti\u1ec1m n\u0103ng th\u1ecb tr\u01b0\u1eddng v\u00e0 t\u1ea1o ra s\u1ef1 kh\u00e1c bi\u1ec7t trong m\u00f4i tr\u01b0\u1eddng c\u1ea1nh tranh. Li\u00ean h\u1ec7 v\u1edbi \u0111\u1ed9i ng\u0169 chuy\u00ean gia c\u1ee7a ch\u00fang t\u00f4i \u0111\u1ec3 \u0111\u01b0\u1ee3c t\u01b0 v\u1ea5n chi ti\u1ebft v\u00e0 tri\u1ec3n khai m\u1ed9t c\u00e1ch hi\u1ec7u qu\u1ea3 nh\u1ea5t!<\/span><\/i><\/p>","protected":false},"excerpt":{"rendered":"

Nghi\u00ean c\u1ee9u d\u00e2n t\u1ed9c h\u1ecdc (Ethnography research) l\u00e0 ph\u01b0\u01a1ng ph\u00e1p gi\u00fap doanh nghi\u1ec7p hi\u1ec3u s\u00e2u s\u1eafc h\u00e0nh vi, v\u0103n h\u00f3a v\u00e0 nhu c\u1ea7u ti\u1ec1m \u1ea9n c\u1ee7a kh\u00e1ch h\u00e0ng th\u00f4ng qua vi\u1ec7c quan s\u00e1t th\u1ef1c t\u1ebf. \u0110\u00e2y l\u00e0 ph\u01b0\u01a1ng ph\u00e1p \u0111\u01b0\u1ee3c c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, marketer v\u00e0 nh\u00e0 qu\u1ea3n l\u00fd s\u1eed d\u1ee5ng \u0111\u1ec3 mang […]<\/p>","protected":false},"author":26,"featured_media":17909,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74],"tags":[656,651],"class_list":["post-17887","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-insights-khach-hang","tag-nghien-cuu-thi-truong-tag",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/17887","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=17887"}],"version-history":[{"count":3,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/17887\/revisions"}],"predecessor-version":[{"id":17913,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/17887\/revisions\/17913"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/17909"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=17887"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=17887"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=17887"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}