{"id":17919,"date":"2024-11-19T17:00:10","date_gmt":"2024-11-19T10:00:10","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=17919"},"modified":"2024-11-20T15:38:01","modified_gmt":"2024-11-20T08:38:01","slug":"trien-khai-nghien-cuu-netnography","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/trien-khai-nghien-cuu-netnography\/","title":{"rendered":"H\u01b0\u01a1\u0301ng d\u00e2\u0303n 6 b\u01b0\u1edbc tri\u00ea\u0309n khai nghi\u00ean c\u1ee9u Netnography"},"content":{"rendered":"

Nghi\u00ean c\u1ee9u Netnography<\/i><\/b><\/a> l\u00e0 ph\u01b0\u01a1ng ph\u00e1p ti\u00ean ti\u1ebfn gi\u00fap c\u00e1c chuy\u00ean vi\u00ean marketing, nh\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u1ea5u hi\u1ec3u h\u00e0nh vi kh\u00e1ch h\u00e0ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn. Th\u00f4ng qua 6 b\u01b0\u1edbc th\u1ef1c hi\u1ec7n \u0111\u01b0\u01a1\u0323c DTM Consulting t\u00f4\u0301m l\u01b0\u01a1\u0323c d\u01b0\u01a1\u0301i \u0111\u00e2y, doanh nghi\u1ec7p s\u1ebd \u0111\u01b0\u1ee3c cung c\u1ea5p c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 <\/span><\/i>nhu c\u1ea7u<\/span><\/i><\/a> v\u00e0 xu h\u01b0\u1edbng ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/i><\/p>\n

B\u00e0i vi\u1ebft s\u1ebd h\u01b0\u1edbng d\u1eabn chi ti\u1ebft t\u1eebng b\u01b0\u1edbc th\u1ef1c hi\u1ec7n <\/span><\/i>nghi\u00ean c\u1ee9u Netnography<\/i><\/b> v\u00e0 \u0111\u01b0a ra khuy\u1ebfn ngh\u1ecb \u0111\u1ec3 doanh nghi\u1ec7p t\u1ed1i \u01b0u chi\u1ebfn l\u01b0\u1ee3c kinh doanh hi\u1ec7u qu\u1ea3 h\u01a1n.<\/span><\/i><\/p>\n

1. Gi\u1edbi thi\u1ec7u ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u Netnography<\/b><\/h2>\n

Trong k\u1ef7 nguy\u00ean k\u1ef9 thu\u1eadt s\u1ed1, ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng d\u00e0nh nhi\u1ec1u th\u1eddi gian tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn, t\u1ea1o ra nh\u1eefng c\u01a1 h\u1ed9i l\u1edbn cho vi\u1ec7c nghi\u00ean c\u1ee9u h\u00e0nh vi ti\u00eau d\u00f9ng. Th\u00f4ng qua nghi\u00ean c\u1ee9u Netnography, doanh nghi\u1ec7p c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn nh\u1eefng ph\u1ea3n h\u1ed3i, th\u1ea3o lu\u1eadn v\u00e0 xu h\u01b0\u1edbng trong c\u00e1c c\u1ed9ng \u0111\u1ed3ng tr\u1ef1c tuy\u1ebfn m\u1ed9t c\u00e1ch d\u1ec5 d\u00e0ng v\u00e0 nhanh ch\u00f3ng.<\/span><\/p>\n

V\u00ec v\u1eady, Netnography c\u00f3 th\u1ec3 h\u1ed7 tr\u1ee3 doanh nghi\u1ec7p hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 h\u00e0nh vi, s\u1edf th\u00edch v\u00e0 xu h\u01b0\u1edbng ti\u00eau d\u00f9ng. Ph\u01b0\u01a1ng ph\u00e1p n\u00e0y c\u00f2n gi\u00fap doanh nghi\u1ec7p nh\u1eadn di\u1ec7n nh\u1eefng y\u1ebfu t\u1ed1 quan tr\u1ecdng \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn quy\u1ebft \u0111\u1ecbnh mua s\u1eafm c\u1ee7a kh\u00e1ch h\u00e0ng, t\u1eeb \u0111\u00f3 ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 ph\u00f9 h\u1ee3p.<\/span><\/p>\n

So v\u1edbi c\u00e1c ph\u01b0\u01a1ng ph\u00e1p truy\u1ec1n th\u1ed1ng, nghi\u00ean c\u1ee9u Netnography ti\u1ebft ki\u1ec7m \u0111\u00e1ng k\u1ec3 v\u1ec1 th\u1eddi gian v\u00e0 chi ph\u00ed. Ng\u01b0\u1eddi nghi\u00ean c\u1ee9u kh\u00f4ng c\u1ea7n ph\u1ea3i t\u1ed5 ch\u1ee9c c\u00e1c cu\u1ed9c <\/span>ph\u1ecfng v\u1ea5n<\/span><\/a> t\u1ed1n k\u00e9m m\u00e0 v\u1eabn c\u00f3 th\u1ec3 thu th\u1eadp l\u01b0\u1ee3ng d\u1eef li\u1ec7u l\u1edbn t\u1eeb c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn.<\/span><\/p>\n

M\u1ed9t l\u1ee3i th\u1ebf n\u1ed5i b\u1eadt c\u1ee7a nghi\u00ean c\u1ee9u Netnography l\u00e0 kh\u1ea3 n\u0103ng thu th\u1eadp d\u1eef li\u1ec7u th\u1ef1c t\u1ebf t\u1eeb c\u00e1c t\u01b0\u01a1ng t\u00e1c t\u1ef1 nhi\u00ean c\u1ee7a ng\u01b0\u1eddi d\u00f9ng trong m\u00f4i tr\u01b0\u1eddng s\u1ed1. Nh\u1eefng d\u1eef li\u1ec7u n\u00e0y kh\u00f4ng b\u1ecb can thi\u1ec7p hay \u0111i\u1ec1u ch\u1ec9nh b\u1edfi c\u00e1c y\u1ebfu t\u1ed1 b\u00ean ngo\u00e0i, mang \u0111\u1ebfn c\u00e1i nh\u00ecn ch\u00ednh x\u00e1c, t\u1eeb \u0111\u00f3 gi\u00fap doanh nghi\u1ec7p \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh nhanh ch\u00f3ng v\u00e0 k\u1ecbp th\u1eddi.<\/span><\/p>\n

Xem th\u00eam: 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)<\/a><\/strong><\/p>\n

2. Quy tr\u00ecnh nghi\u00ean c\u1ee9u Netnography<\/b><\/h2>\n

\"c\u00e1c<\/a><\/p>\n

Theo Bartl & c\u1ed9ng s\u1ef1. (2016), quy tr\u00ecnh nghi\u00ean c\u1ee9u Netnography g\u1ed3m 6 b\u01b0\u1edbc c\u01a1 b\u1ea3n<\/span>.<\/span><\/p>\n

2.1. B\u01b0\u1edbc 1: X\u00e1c \u0111\u1ecbnh l\u0129nh v\u1ef1c nghi\u00ean c\u1ee9u<\/b><\/h3>\n

B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean trong nghi\u00ean c\u1ee9u Netnography l\u00e0 x\u00e1c \u0111\u1ecbnh r\u00f5 v\u1ea5n \u0111\u1ec1 ho\u1eb7c c\u00e2u h\u1ecfi nghi\u00ean c\u1ee9u m\u00e0 doanh nghi\u1ec7p mu\u1ed1n gi\u1ea3i \u0111\u00e1p. Vi\u1ec7c n\u00e0y gi\u00fap \u0111\u1ecbnh h\u01b0\u1edbng qu\u00e1 tr\u00ecnh thu th\u1eadp v\u00e0 <\/span>ph\u00e2n t\u00edch d\u1eef li\u1ec7u<\/span><\/a>, t\u1eeb \u0111\u00f3 x\u00e1c \u0111\u1ecbnh r\u00f5 m\u1ee5c ti\u00eau c\u1ee7a nghi\u00ean c\u1ee9u. C\u00e1c c\u00e2u h\u1ecfi nghi\u00ean c\u1ee9u c\u1ea7n c\u1ee5 th\u1ec3, li\u00ean quan tr\u1ef1c ti\u1ebfp \u0111\u1ebfn h\u00e0nh vi ho\u1eb7c ph\u1ea3n \u1ee9ng c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn.<\/span><\/p>\n

V\u00ed d\u1ee5 nh\u01b0 m\u1ed9t doanh nghi\u1ec7p mu\u1ed1n t\u00ecm hi\u1ec3u nh\u1eadn th\u1ee9c c\u1ee7a ng\u01b0\u1eddi d\u00f9ng v\u1ec1 m\u1ed9t s\u1ea3n ph\u1ea9m m\u1edbi, c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t d\u00f2ng s\u1ea3n ph\u1ea9m ch\u0103m s\u00f3c da. Doanh nghi\u1ec7p mong mu\u1ed1n hi\u1ec3u kh\u00e1ch h\u00e0ng c\u1ea3m nh\u1eadn th\u1ebf n\u00e0o v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng, gi\u00e1 tr\u1ecb v\u00e0 hi\u1ec7u qu\u1ea3 c\u1ee7a s\u1ea3n ph\u1ea9m. M\u1ed9t v\u00ed d\u1ee5 kh\u00e1c l\u00e0 ph\u00e2n t\u00edch c\u00e1c ph\u1ea3n h\u1ed3i v\u1ec1 m\u1ed9t chi\u1ebfn d\u1ecbch marketing g\u1ea7n \u0111\u00e2y, nh\u1eb1m \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 th\u00e0nh c\u00f4ng ho\u1eb7c nh\u1eefng v\u1ea5n \u0111\u1ec1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng g\u1eb7p ph\u1ea3i khi ti\u1ebfp c\u1eadn chi\u1ebfn d\u1ecbch.<\/span><\/p>\n

Xem th\u00eam: Khi n\u00e0o tri\u1ec3n khai nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng? C\u00e1c y\u1ebfu t\u1ed1 n\u00ean xem x\u00e9t tr\u01b0\u1edbc khi nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/a><\/strong><\/p>\n

\"B\u01b0\u1edbc<\/p>\n

B\u01b0\u1edbc \u0111\u1ea7u ti\u00ean trong nghi\u00ean c\u1ee9u Netnography l\u00e0 x\u00e1c \u0111\u1ecbnh l\u0129nh v\u1ef1c nghi\u00ean c\u1ee9u<\/span><\/i><\/p>\n

2.2. B\u01b0\u1edbc 2: Nh\u1eadn d\u1ea1ng v\u00e0 ch\u1ecdn l\u1ecdc c\u1ed9ng \u0111\u1ed3ng m\u1ea1ng<\/b><\/h3>\n

B\u01b0\u1edbc ti\u1ebfp theo trong nghi\u00ean c\u1ee9u Netnography l\u00e0 t\u00ecm ki\u1ebfm v\u00e0 l\u1ef1a ch\u1ecdn c\u00e1c c\u00f4ng c\u1ee5 tr\u1ef1c tuy\u1ebfn ph\u00f9 h\u1ee3p \u0111\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u. C\u00e1c n\u1ec1n t\u1ea3ng nh\u01b0 di\u1ec5n \u0111\u00e0n (forums), nh\u00f3m Facebook, subreddit hay c\u00e1c trang web chia s\u1ebb \u00fd ki\u1ebfn \u0111\u1ec1u l\u00e0 nh\u1eefng ngu\u1ed3n d\u1eef li\u1ec7u phong ph\u00fa m\u00e0 doanh nghi\u1ec7p c\u00f3 th\u1ec3 khai th\u00e1c. Vi\u1ec7c ch\u1ecdn l\u1ef1a c\u00e1c c\u1ed9ng \u0111\u1ed3ng tr\u1ef1c tuy\u1ebfn c\u00f3 li\u00ean quan \u0111\u1ebfn s\u1ea3n ph\u1ea9m ho\u1eb7c ng\u00e0nh h\u00e0ng c\u1ea7n nghi\u00ean c\u1ee9u gi\u00fap \u0111\u1ea3m b\u1ea3o d\u1eef li\u1ec7u thu \u0111\u01b0\u1ee3c c\u00f3 t\u00ednh ch\u00ednh x\u00e1c v\u00e0 ph\u00f9 h\u1ee3p v\u1edbi m\u1ee5c ti\u00eau nghi\u00ean c\u1ee9u.<\/span><\/p>\n

Sau khi x\u00e1c \u0111\u1ecbnh c\u00e1c c\u1ed9ng \u0111\u1ed3ng ph\u00f9 h\u1ee3p, doanh nghi\u1ec7p c\u1ea7n ph\u00e2n t\u00edch m\u1ed9t s\u1ed1 \u0111\u1eb7c \u0111i\u1ec3m, bao g\u1ed3m \u0111\u00e1nh gi\u00e1 s\u1ed1 l\u01b0\u1ee3ng th\u00e0nh vi\u00ean tham gia, m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c trong c\u1ed9ng \u0111\u1ed3ng v\u00e0 n\u1ed9i dung th\u1ea3o lu\u1eadn. C\u00e1c c\u1ed9ng \u0111\u1ed3ng c\u00f3 m\u1ee9c \u0111\u1ed9 t\u01b0\u01a1ng t\u00e1c cao v\u00e0 th\u1ea3o lu\u1eadn s\u00f4i n\u1ed5i th\u01b0\u1eddng s\u1ebd cung c\u1ea5p th\u00f4ng tin c\u00f3 gi\u00e1 tr\u1ecb h\u01a1n. H\u01a1n n\u1eefa, vi\u1ec7c hi\u1ec3u \u0111\u01b0\u1ee3c \u0111\u1eb7c \u0111i\u1ec3m c\u1ee7a c\u1ed9ng \u0111\u1ed3ng s\u1ebd gi\u00fap nghi\u00ean c\u1ee9u di\u1ec5n ra hi\u1ec7u qu\u1ea3 h\u01a1n, \u0111\u1ea3m b\u1ea3o r\u1eb1ng d\u1eef li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c ph\u1ea3n \u00e1nh \u0111\u00fang nhu c\u1ea7u v\u00e0 \u00fd ki\u1ebfn c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng.<\/span><\/p>\n

\"B\u01b0\u1edbc<\/p>\n

B\u01b0\u1edbc th\u1ee9 hai trong nghi\u00ean c\u1ee9u Netnography l\u00e0 nh\u1eadn d\u1ea1ng v\u00e0 ch\u1ecdn l\u1ecdc c\u1ed9ng \u0111\u1ed3ng m\u1ea1ng<\/span><\/i><\/p>\n

2.3. B\u01b0\u1edbc 3: Quan s\u00e1t c\u1ed9ng \u0111\u1ed3ng v\u00e0 thu th\u1eadp d\u1eef li\u1ec7u<\/b><\/h3>\n

Trong b\u01b0\u1edbc n\u00e0y, doanh nghi\u1ec7p ti\u1ebfn h\u00e0nh quan s\u00e1t c\u1ed9ng \u0111\u1ed3ng v\u00e0 thu th\u1eadp d\u1eef li\u1ec7u theo ti\u00eau ch\u00ed kh\u00f4ng c\u01b0\u1ee1ng \u00e9p, kh\u00f4ng tham gia, kh\u00f4ng thi\u00ean v\u1ecb (Bartl & c\u1ed9ng s\u1ef1., 2016)<\/span>. Ng\u01b0\u1eddi nghi\u00ean c\u1ee9u c\u00f3 th\u1ec3 theo d\u00f5i c\u00e1c b\u00e0i vi\u1ebft, b\u00ecnh lu\u1eadn m\u00e0 kh\u00f4ng can thi\u1ec7p ho\u1eb7c tham gia tr\u1ef1c ti\u1ebfp v\u00e0o cu\u1ed9c tr\u00f2 chuy\u1ec7n. Ngo\u00e0i ra, nh\u00e0 nghi\u00ean c\u1ee9u c\u0169ng c\u00f3 th\u1ec3 tham gia v\u00e0o c\u00e1c cu\u1ed9c th\u1ea3o lu\u1eadn, \u0111\u1eb7t c\u00e2u h\u1ecfi ho\u1eb7c b\u00ecnh lu\u1eadn \u0111\u1ec3 thu th\u1eadp th\u00f4ng tin chi ti\u1ebft h\u01a1n, gi\u00fap hi\u1ec3u r\u00f5 c\u1ea3m x\u00fac v\u00e0 suy ngh\u0129 c\u1ee7a ng\u01b0\u1eddi d\u00f9ng.<\/span><\/p>\n

Tuy nhi\u00ean khi th\u1ef1c hi\u1ec7n quan s\u00e1t v\u00e0 thu th\u1eadp d\u1eef li\u1ec7u c\u1ea7n l\u01b0u \u00fd, vi\u1ec7c tu\u00e2n th\u1ee7 c\u00e1c quy \u0111\u1ecbnh v\u1ec1 quy\u1ec1n ri\u00eang t\u01b0 v\u00e0 \u0111\u1ea1o \u0111\u1ee9c l\u00e0 v\u00f4 c\u00f9ng quan tr\u1ecdng. Ng\u01b0\u1eddi nghi\u00ean c\u1ee9u c\u1ea7n \u0111\u1ea3m b\u1ea3o kh\u00f4ng thu th\u1eadp th\u00f4ng tin c\u00e1 nh\u00e2n m\u00e0 ch\u01b0a c\u00f3 s\u1ef1 \u0111\u1ed3ng \u00fd c\u1ee7a ng\u01b0\u1eddi d\u00f9ng, \u0111\u1ed3ng th\u1eddi t\u00f4n tr\u1ecdng quy\u1ec1n ri\u00eang t\u01b0 trong c\u00e1c cu\u1ed9c th\u1ea3o lu\u1eadn tr\u1ef1c tuy\u1ebfn.<\/span><\/p>\n

2.4. B\u01b0\u1edbc 4: <\/b>Data Analysis<\/b><\/a><\/h3>\n

Sau khi thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb c\u1ed9ng \u0111\u1ed3ng tr\u1ef1c tuy\u1ebfn (b\u00ecnh lu\u1eadn, ghi \u00e2m, ghi h\u00ecnh), nh\u00e0 nghi\u00ean c\u1ee9u c\u1ea7n chuy\u1ec3n \u0111\u1ed5i t\u1ea5t c\u1ea3 th\u00f4ng tin n\u00e0y th\u00e0nh v\u0103n b\u1ea3n \u0111\u1ec3 ti\u1ebfn h\u00e0nh ph\u00e2n t\u00edch d\u01b0\u0303 li\u00ea\u0323u (data analysis). B\u01b0\u1edbc ti\u1ebfp theo l\u00e0 m\u00e3 h\u00f3a s\u01a1 b\u1ed9 (draft-coding), trong \u0111\u00f3 c\u00e1c t\u1eeb kh\u00f3a v\u00e0 n\u1ed9i dung quan tr\u1ecdng s\u1ebd \u0111\u01b0\u1ee3c l\u00e0m n\u1ed5i b\u1eadt. Qu\u00e1 tr\u00ecnh m\u00e3 h\u00f3a c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c th\u1ef1c hi\u1ec7n b\u1eb1ng c\u00e1ch \u0111\u00e1nh d\u1ea5u t\u1eeb theo t\u1eeb ho\u1eb7c d\u00f2ng theo d\u00f2ng, gi\u00fap ph\u00e1t hi\u1ec7n c\u00e1c ch\u1ee7 \u0111\u1ec1 ch\u00ednh v\u00e0 xu h\u01b0\u1edbng n\u1ed5i b\u1eadt. Vi\u1ec7c m\u00e3 h\u00f3a c\u1ea7n l\u1eb7p l\u1ea1i nhi\u1ec1u l\u1ea7n \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o t\u00ednh ch\u00ednh x\u00e1c v\u00e0 \u0111\u1ed9 tin c\u1eady c\u1ee7a d\u1eef li\u1ec7u.<\/span><\/p>\n

\u0110\u1ec3 n\u00e2ng cao hi\u1ec7u qu\u1ea3 trong qu\u00e1 tr\u00ecnh ph\u00e2n t\u00edch \u0111\u1ecbnh t\u00ednh, c\u00e1c ph\u1ea7n m\u1ec1m nh\u01b0 QSR NVivo v\u00e0 Leximancer \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng r\u1ed9ng r\u00e3i. Nh\u1eefng c\u00f4ng c\u1ee5 n\u00e0y c\u00f3 kh\u1ea3 n\u0103ng ghi nh\u1edb, s\u1eafp x\u1ebfp v\u00e0 ph\u00e2n t\u00edch c\u00e1c \u0111o\u1ea1n m\u00e3 h\u00f3a m\u1ed9t c\u00e1ch ch\u00ednh x\u00e1c, gi\u00fap nh\u00e0 nghi\u00ean c\u1ee9u d\u1ec5 d\u00e0ng nh\u1eadn di\u1ec7n c\u00e1c xu h\u01b0\u1edbng v\u00e0 m\u00f4 h\u00ecnh \u1ea9n trong d\u1eef li\u1ec7u. Nh\u1edd t\u00ednh n\u0103ng ph\u00e2n t\u00edch m\u1ea1nh m\u1ebd, c\u00e1c ph\u1ea7n m\u1ec1m n\u00e0y kh\u00f4ng ch\u1ec9 ti\u1ebft ki\u1ec7m th\u1eddi gian m\u00e0 c\u00f2n \u0111\u1ea3m b\u1ea3o k\u1ebft qu\u1ea3 ph\u00e2n t\u00edch c\u00f3 t\u00ednh kh\u1ea3 thi v\u00e0 ch\u00ednh x\u00e1c cao.<\/span><\/p>\n

N\u00ea\u0301u ba\u0323n co\u0300n nhi\u00ea\u0300u b\u0103n kho\u0103n va\u0300 kh\u00f4ng bi\u00ea\u0301t b\u0103\u0301t \u0111\u00e2\u0300u t\u01b0\u0300 \u0111\u00e2u khi ti\u00ea\u0301n ha\u0300nh nghi\u00ean c\u01b0\u0301u thi\u0323 tr\u01b0\u01a1\u0300ng no\u0301i chung va\u0300 ph\u00e2n ti\u0301ch d\u01b0\u0303 li\u00ea\u0323u, ha\u0303y LI\u00caN H\u00ca\u0323<\/strong><\/a> v\u01a1\u0301i chu\u0301ng t\u00f4i! DTM Consulting<\/a> hi\u00ea\u0323n \u0111ang cung c\u00e2\u0301p ca\u0301c di\u0323ch vu\u0323 t\u01b0 v\u00e2\u0301n, h\u01b0\u01a1\u0301ng d\u00e2\u0303n doanh nghi\u00ea\u0323p T\u01af\u0323 tri\u00ea\u0309n khai nghi\u00ean c\u01b0\u0301u thi\u0323 tr\u01b0\u01a1\u0300ng<\/a><\/strong> v\u01a1\u0301i chi phi\u0301 h\u01a1\u0323p ly\u0301, hi\u00ea\u0323u qua\u0309.<\/p>\n

\"T\u01b0<\/a><\/p>\n

Xem th\u00eam: <\/span>C\u00e1c ph\u1ea7n m\u1ec1m \u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng trong ph\u00e2n t\u00edch d\u1eef li\u1ec7u nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/span><\/a><\/p>\n

2.5. B\u01b0\u1edbc 5: Th\u1ef1c hi\u1ec7n \u0111\u1ea1o \u0111\u1ee9c nghi\u00ean c\u1ee9u<\/b><\/h3>\n

Vi\u1ec7c tu\u00e2n th\u1ee7 nghi\u00eam ng\u1eb7t c\u00e1c h\u01b0\u1edbng d\u1eabn nghi\u00ean c\u1ee9u khoa h\u1ecdc x\u00e3 h\u1ed9i v\u00e0 \u0111\u1ea1o \u0111\u1ee9c l\u00e0 b\u1eaft bu\u1ed9c khi ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u Netnography. Nh\u00e0 nghi\u00ean c\u1ee9u c\u1ea7n \u0111\u1ea3m b\u1ea3o r\u1eb1ng th\u00f4ng tin c\u00e1 nh\u00e2n v\u00e0 danh t\u00ednh c\u1ee7a c\u00e1c th\u00e0nh vi\u00ean c\u1ed9ng \u0111\u1ed3ng \u0111\u01b0\u1ee3c gi\u1eef k\u00edn v\u00e0 kh\u00f4ng \u0111\u01b0\u1ee3c ti\u1ebft l\u1ed9 ra ngo\u00e0i n\u1ebfu kh\u00f4ng c\u00f3 s\u1ef1 \u0111\u1ed3ng \u00fd c\u1ee7a h\u1ecd. \u0110i\u1ec1u n\u00e0y gi\u00fap b\u1ea3o v\u1ec7 quy\u1ec1n ri\u00eang t\u01b0 c\u1ee7a ng\u01b0\u1eddi tham gia v\u00e0 duy tr\u00ec l\u00f2ng tin c\u1ee7a c\u1ed9ng \u0111\u1ed3ng, \u0111\u1ed3ng th\u1eddi tr\u00e1nh g\u00e2y ra nh\u1eefng t\u00e1c \u0111\u1ed9ng ti\u00eau c\u1ef1c \u0111\u1ebfn ng\u01b0\u1eddi d\u00f9ng v\u00e0 l\u00e0m t\u1ed5n h\u1ea1i uy t\u00edn c\u1ee7a doanh nghi\u1ec7p th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u.<\/span><\/p>\n

2.6. B\u01b0\u1edbc 6: Tr\u00ecnh b\u00e0y k\u1ebft qu\u1ea3 (<\/b>Ph\u00e1t hi\u1ec7n nghi\u00ean c\u1ee9u) v\u00e0 \u0111\u1ec1 xu\u1ea5t gi\u1ea3i ph\u00e1p<\/h3>\n

Nghi\u00ean c\u1ee9u Netnographic th\u01b0\u1eddng mang l\u1ea1i nh\u1eefng hi\u1ec3u bi\u1ebft s\u00e2u s\u1eafc v\u1ec1 ng\u01b0\u1eddi ti\u00eau d\u00f9ng, \u0111\u01b0\u1ee3c ph\u00e1t tri\u1ec3n t\u1eeb th\u00f4ng tin v\u1ec1 nhu c\u1ea7u v\u00e0 gi\u1ea3i ph\u00e1p \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n qua c\u00e1c b\u00e0i \u0111\u0103ng c\u1ee7a h\u1ecd. Nh\u1eefng th\u00f4ng tin n\u00e0y gi\u00fap h\u00ecnh th\u00e0nh c\u00e1c gi\u1ea3i ph\u00e1p s\u00e1ng t\u1ea1o v\u1ec1 s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5, kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i \u1edf vi\u1ec7c c\u1ea3i ti\u1ebfn t\u1eebng b\u01b0\u1edbc m\u00e0 c\u00f2n g\u00f3p ph\u1ea7n t\u1ea1o n\u00ean c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 th\u01b0\u01a1ng hi\u1ec7u ho\u00e0n to\u00e0n m\u1edbi tr\u00ean th\u1ecb tr\u01b0\u1eddng.<\/p>\n

Qu\u00e1 tr\u00ecnh chuy\u1ec3n \u0111\u1ed5i nh\u1eefng ph\u00e1t hi\u1ec7n t\u1eeb nghi\u00ean c\u1ee9u th\u00e0nh gi\u1ea3i ph\u00e1p l\u00e0 m\u1ed9t nhi\u1ec7m v\u1ee5 \u0111\u1ea7y th\u00e1ch th\u1ee9c, \u0111\u00f2i h\u1ecfi s\u1ef1 linh ho\u1ea1t v\u00e0 s\u00e1ng t\u1ea1o, b\u1edfi n\u00f3 kh\u00f4ng di\u1ec5n ra theo m\u1ed9t l\u1ed9 tr\u00ecnh tuy\u1ebfn t\u00ednh. C\u1ee5 th\u1ec3, C\u00e1c \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o kh\u00f4ng xu\u1ea5t hi\u1ec7n theo tr\u00ecnh t\u1ef1 r\u00f5 r\u00e0ng m\u00e0 th\u01b0\u1eddng y\u00eau c\u1ea7u th\u1eed nghi\u1ec7m, \u0111i\u1ec1u ch\u1ec9nh v\u00e0 t\u00edch h\u1ee3p t\u1eeb nhi\u1ec1u ngu\u1ed3n d\u1eef li\u1ec7u kh\u00e1c nhau.<\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3, vi\u1ec7c \u0111\u1ea3m b\u1ea3o \u0111\u1ed9 tin c\u1eady c\u1ee7a th\u00f4ng tin \u0111\u00f3ng vai tr\u00f2 then ch\u1ed1t, v\u00ec d\u1eef li\u1ec7u thu th\u1eadp ch\u1ee7 y\u1ebfu d\u1ef1a tr\u00ean c\u00e1c cu\u1ed9c trao \u0111\u1ed5i t\u1ef1 nhi\u00ean v\u00e0 kh\u00f4ng ch\u00ednh th\u1ee9c gi\u1eefa c\u00e1c th\u00e0nh vi\u00ean trong c\u1ed9ng \u0111\u1ed3ng. Do \u0111\u00f3, c\u1ea7n th\u1ef1c hi\u1ec7n ki\u1ec3m tra ch\u1eb7t ch\u1ebd v\u1ec1 t\u00ednh x\u00e1c th\u1ef1c, m\u1ee9c \u0111\u1ed9 \u0111\u1ea1i di\u1ec7n v\u00e0 ng\u1eef c\u1ea3nh c\u1ee7a th\u00f4ng tin \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o c\u00e1c gi\u1ea3i ph\u00e1p ph\u00e1t tri\u1ec3n th\u1ef1c s\u1ef1 ph\u00f9 h\u1ee3p v\u00e0 \u0111\u00e1ng tin c\u1eady. V\u00ed d\u1ee5: t\u00ednh x\u00e1c th\u1ef1c c\u1ee7a ngu\u1ed3n, m\u1ee9c \u0111\u1ed9 \u0111\u1ea1i di\u1ec7n c\u1ee7a d\u1eef li\u1ec7u, ho\u1eb7c ki\u1ec3m tra xem c\u00e1c ph\u00e1t hi\u1ec7n c\u00f3 b\u1ecb \u1ea3nh h\u01b0\u1edfng b\u1edfi th\u00e0nh ki\u1ebfn hay kh\u00f4ng.<\/p>\n

\"B\u01b0\u1edbc<\/p>\n

B\u01b0\u1edbc cu\u1ed1i c\u00f9ng l\u00e0 tr\u00ecnh b\u00e0y k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u<\/span><\/i><\/p>\n

3. L\u01b0u \u00fd khi th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u Netnography<\/b><\/h2>\n

Khi th\u1ef1c hi\u1ec7n nghi\u00ean c\u1ee9u Netnography, doanh nghi\u1ec7p c\u1ea7n l\u01b0u \u00fd m\u1ed9t s\u1ed1 v\u1ea5n \u0111\u1ec1 sau:<\/span><\/p>\n

3.1. \u0110\u1ea3m b\u1ea3o t\u00ednh \u0111\u1ea1o \u0111\u1ee9c trong nghi\u00ean c\u1ee9u<\/b><\/h3>\n

Nh\u00e0 nghi\u00ean c\u1ee9u ph\u1ea3i tr\u00e1nh thu th\u1eadp th\u00f4ng tin c\u00e1 nh\u00e2n c\u1ee7a ng\u01b0\u1eddi d\u00f9ng n\u1ebfu ch\u01b0a c\u00f3 s\u1ef1 cho ph\u00e9p t\u1eeb h\u1ecd. \u0110i\u1ec1u n\u00e0y bao g\u1ed3m c\u1ea3 vi\u1ec7c kh\u00f4ng l\u01b0u tr\u1eef d\u1eef li\u1ec7u nh\u1ea1y c\u1ea3m nh\u01b0 t\u00ean, \u0111\u1ecba ch\u1ec9 email ho\u1eb7c th\u00f4ng tin t\u00e0i kho\u1ea3n tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn. Vi\u1ec7c vi ph\u1ea1m quy\u1ec1n ri\u00eang t\u01b0 kh\u00f4ng ch\u1ec9 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn \u0111\u1ea1o \u0111\u1ee9c nghi\u00ean c\u1ee9u m\u00e0 c\u00f2n c\u00f3 th\u1ec3 g\u00e2y t\u1ed5n h\u1ea1i \u0111\u1ebfn uy t\u00edn c\u1ee7a doanh nghi\u1ec7p v\u00e0 th\u1eadm ch\u00ed d\u1eabn \u0111\u1ebfn c\u00e1c h\u1eadu qu\u1ea3 ph\u00e1p l\u00fd.<\/span><\/p>\n

Khi nh\u00e0 nghi\u00ean c\u1ee9u quy\u1ebft \u0111\u1ecbnh tham gia t\u01b0\u01a1ng t\u00e1c trong c\u00e1c c\u1ed9ng \u0111\u1ed3ng tr\u1ef1c tuy\u1ebfn, h\u1ecd n\u00ean th\u00f4ng b\u00e1o r\u00f5 r\u00e0ng cho c\u00e1c th\u00e0nh vi\u00ean v\u1ec1 vi\u1ec7c tham gia c\u1ee7a m\u00ecnh v\u00e0 l\u00fd do t\u01b0\u01a1ng t\u00e1c. \u0110i\u1ec1u n\u00e0y gi\u00fap x\u00e2y d\u1ef1ng l\u00f2ng tin v\u1edbi c\u1ed9ng \u0111\u1ed3ng, \u0111\u1ed3ng th\u1eddi \u0111\u1ea3m b\u1ea3o r\u1eb1ng ng\u01b0\u1eddi d\u00f9ng hi\u1ec3u r\u00f5 vai tr\u00f2 c\u1ee7a nh\u00e0 nghi\u00ean c\u1ee9u v\u00e0 kh\u00f4ng c\u1ea3m th\u1ea5y b\u1ecb l\u1ee3i d\u1ee5ng. Minh b\u1ea1ch trong qu\u00e1 tr\u00ecnh nghi\u00ean c\u1ee9u gi\u00fap duy tr\u00ec t\u00ednh \u0111\u1ea1o \u0111\u1ee9c v\u00e0 \u0111\u1ea3m b\u1ea3o r\u1eb1ng d\u1eef li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c l\u00e0 ch\u00ednh x\u00e1c v\u00e0 \u0111\u00e1ng tin c\u1eady.<\/span><\/p>\n

3.2. Ch\u1ecdn c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3 ph\u00f9 h\u1ee3p<\/b><\/h3>\n

Vi\u1ec7c l\u1ef1a ch\u1ecdn c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3 ph\u00f9 h\u1ee3p \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c n\u00e2ng cao hi\u1ec7u qu\u1ea3 thu th\u1eadp v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u. C\u00e1c c\u00f4ng c\u1ee5 nh\u01b0 QSR NVivo v\u00e0 Leximancer l\u00e0 nh\u1eefng l\u1ef1a ch\u1ecdn ph\u1ed5 bi\u1ebfn \u0111\u01b0\u1ee3c nhi\u1ec1u nh\u00e0 nghi\u00ean c\u1ee9u s\u1eed d\u1ee5ng. QSR NVivo gi\u00fap qu\u1ea3n l\u00fd v\u00e0 ph\u00e2n t\u00edch d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh, h\u1ed7 tr\u1ee3 m\u00e3 h\u00f3a, ph\u00e2n nh\u00f3m t\u1eeb kh\u00f3a v\u00e0 x\u00e2y d\u1ef1ng c\u00e1c m\u00f4 h\u00ecnh ph\u00e2n t\u00edch ph\u1ee9c t\u1ea1p.<\/span><\/p>\n

C\u00f2n Leximancer l\u00e0 m\u1ed9t c\u00f4ng c\u1ee5 h\u1ed7 tr\u1ee3 ph\u00e2n t\u00edch v\u0103n b\u1ea3n t\u1ef1 \u0111\u1ed9ng \u0111\u1ec3 nh\u1eadn di\u1ec7n c\u00e1c ch\u1ee7 \u0111\u1ec1 v\u00e0 xu h\u01b0\u1edbng t\u1eeb d\u1eef li\u1ec7u \u0111\u1ecbnh t\u00ednh. C\u00f4ng c\u1ee5 n\u00e0y s\u1eed d\u1ee5ng c\u00e1c thu\u1eadt to\u00e1n h\u1ecdc m\u00e1y \u0111\u1ec3 l\u1eadp b\u1ea3n \u0111\u1ed3 kh\u00e1i ni\u1ec7m (concept mapping), gi\u00fap nh\u00e0 nghi\u00ean c\u1ee9u d\u1ec5 d\u00e0ng h\u00ecnh dung m\u1ed1i quan h\u1ec7 gi\u1eefa c\u00e1c t\u1eeb kh\u00f3a v\u00e0 ph\u00e1t hi\u1ec7n c\u00e1c h\u00e0nh vi ti\u1ec1m \u1ea9n. Vi\u1ec7c ch\u1ecdn l\u1ef1a c\u00f4ng c\u1ee5 ph\u00f9 h\u1ee3p kh\u00f4ng ch\u1ec9 gi\u00fap t\u1ed1i \u01b0u h\u00f3a th\u1eddi gian m\u00e0 c\u00f2n n\u00e2ng cao t\u00ednh ch\u00ednh x\u00e1c v\u00e0 \u0111\u1ed9 tin c\u1eady c\u1ee7a k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u Netnography.<\/span><\/p>\n

3.3. Hi\u1ec3u r\u00f5 v\u1ec1 ha\u0323n ch\u00ea\u0301 c\u1ee7a Netnography<\/b><\/h3>\n

M\u1eb7c d\u00f9 Netnography l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u m\u1ea1nh m\u1ebd, nh\u01b0ng n\u00f3 c\u0169ng c\u00f3 m\u1ed9t s\u1ed1 gi\u1edbi h\u1ea1n c\u1ea7n ph\u1ea3i hi\u1ec3u r\u00f5. M\u1ed9t trong nh\u1eefng h\u1ea1n ch\u1ebf l\u1edbn l\u00e0 vi\u1ec7c ch\u1ec9 c\u00f3 th\u1ec3 ti\u1ebfp c\u1eadn d\u1eef li\u1ec7u c\u00f3 s\u1eb5n tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn. \u0110i\u1ec1u n\u00e0y c\u00f3 th\u1ec3 kh\u00f4ng ph\u1ea3n \u00e1nh \u0111\u1ea7y \u0111\u1ee7 h\u00e0nh vi v\u00e0 suy ngh\u0129 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng ngo\u00e0i m\u00f4i tr\u01b0\u1eddng m\u1ea1ng. Do \u0111\u00f3, k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u c\u00f3 th\u1ec3 thi\u1ebfu s\u1ef1 \u0111a d\u1ea1ng n\u1ebfu ch\u1ec9 d\u1ef1a v\u00e0o c\u00e1c c\u1ed9ng \u0111\u1ed3ng tr\u1ef1c tuy\u1ebfn nh\u1ea5t \u0111\u1ecbnh v\u00e0 kh\u00f4ng \u0111\u1ea1i di\u1ec7n cho to\u00e0n b\u1ed9 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau.<\/span><\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3, vi\u1ec7c ph\u00e2n t\u00edch d\u1eef li\u1ec7u t\u1eeb c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn c\u0169ng c\u00f3 th\u1ec3 g\u1eb7p ph\u1ea3i s\u1ef1 thi\u00ean l\u1ec7ch. C\u00e1c c\u1ed9ng \u0111\u1ed3ng tr\u1ef1c tuy\u1ebfn kh\u00f4ng ph\u1ea3i l\u00fac n\u00e0o c\u0169ng ph\u1ea3n \u00e1nh ch\u00ednh x\u00e1c h\u00e0nh vi c\u1ee7a t\u1ea5t c\u1ea3 ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Do v\u1eady, c\u00e1c nh\u00e0 nghi\u00ean c\u1ee9u c\u1ea7n nh\u1eadn th\u1ee9c r\u00f5 r\u00e0ng r\u1eb1ng d\u1eef li\u1ec7u thu th\u1eadp \u0111\u01b0\u1ee3c t\u1eeb Netnography kh\u00f4ng ho\u00e0n to\u00e0n ch\u00ednh x\u00e1c v\u00e0 c\u1ea7n \u0111\u01b0\u1ee3c x\u00e1c th\u1ef1c qua c\u00e1c ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u kh\u00e1c.<\/span><\/p>\n

K\u00ea\u0301t lu\u00e2\u0323n<\/h2>\n

Quy tr\u00ecnh nghi\u00ean c\u1ee9u Netnography<\/b> bao g\u1ed3m s\u00e1u b\u01b0\u1edbc c\u01a1 b\u1ea3n t\u1eeb vi\u1ec7c x\u00e1c \u0111\u1ecbnh l\u0129nh v\u1ef1c nghi\u00ean c\u1ee9u, nh\u1eadn d\u1ea1ng c\u1ed9ng \u0111\u1ed3ng m\u1ea1ng, thu th\u1eadp d\u1eef li\u1ec7u, ph\u00e2n t\u00edch \u0111\u1ebfn vi\u1ec7c tr\u00ecnh b\u00e0y k\u1ebft qu\u1ea3 v\u00e0 th\u1ef1c hi\u1ec7n c\u00e1c nguy\u00ean t\u1eafc \u0111\u1ea1o \u0111\u1ee9c. \u0110\u1ec3 n\u1eafm b\u1eaft k\u1ecbp th\u1eddi nh\u1eefng thay \u0111\u1ed5i trong h\u00e0nh vi v\u00e0 s\u1edf th\u00edch c\u1ee7a kh\u00e1ch h\u00e0ng, c\u00e1c doanh nghi\u1ec7p n\u00ean c\u00e2n nh\u1eafc \u00e1p d\u1ee5ng <\/span>ph\u01b0\u01a1ng ph\u00e1p Netnography<\/b> v\u00e0o <\/span>nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng<\/span><\/a>. Vi\u1ec7c hi\u1ec3u r\u00f5 kh\u00e1ch h\u00e0ng s\u1ebd gi\u00fap doanh nghi\u1ec7p t\u1ea1o ra c\u00e1c s\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 \u0111\u00e1p \u1ee9ng \u0111\u00fang nhu c\u1ea7u c\u1ee7a th\u1ecb tr\u01b0\u1eddng.<\/span><\/p>\n

N\u1ebfu b\u1ea1n mu\u1ed1n \u00e1p d\u1ee5ng Netnography trong nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng v\u00e0 khai th\u00e1c t\u1ed1i \u0111a ti\u1ec1m n\u0103ng c\u1ee7a ph\u01b0\u01a1ng ph\u00e1p n\u00e0y, \u0111\u1eebng ng\u1ea7n ng\u1ea1i li\u00ean h\u1ec7 v\u1edbi c\u00e1c chuy\u00ean gia cu\u0309a DTM Consulting \u0111\u1ec3 \u0111\u01b0\u1ee3c t\u01b0 v\u1ea5n va\u0300 tri\u00ea\u0309n khai.<\/span><\/p>","protected":false},"excerpt":{"rendered":"

Nghi\u00ean c\u1ee9u Netnography l\u00e0 ph\u01b0\u01a1ng ph\u00e1p ti\u00ean ti\u1ebfn gi\u00fap c\u00e1c chuy\u00ean vi\u00ean marketing, nh\u00e0 nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u1ea5u hi\u1ec3u h\u00e0nh vi kh\u00e1ch h\u00e0ng tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng tr\u1ef1c tuy\u1ebfn. Th\u00f4ng qua 6 b\u01b0\u1edbc th\u1ef1c hi\u1ec7n \u0111\u01b0\u01a1\u0323c DTM Consulting t\u00f4\u0301m l\u01b0\u01a1\u0323c d\u01b0\u01a1\u0301i \u0111\u00e2y, doanh nghi\u1ec7p s\u1ebd \u0111\u01b0\u1ee3c cung c\u1ea5p c\u00e1i nh\u00ecn s\u00e2u s\u1eafc v\u1ec1 nhu […]<\/p>","protected":false},"author":26,"featured_media":17931,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[74],"tags":[651],"class_list":["post-17919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-nghien-cuu-thi-truong-tag",""],"_links":{"self":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/17919","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=17919"}],"version-history":[{"count":7,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/17919\/revisions"}],"predecessor-version":[{"id":17939,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/17919\/revisions\/17939"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/17931"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=17919"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=17919"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=17919"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}