{"id":18147,"date":"2025-03-03T15:39:05","date_gmt":"2025-03-03T08:39:05","guid":{"rendered":"https:\/\/dtmconsulting.vn\/?p=18147"},"modified":"2025-03-06T18:24:52","modified_gmt":"2025-03-06T11:24:52","slug":"nghien-cuu-dinh-tinh-qualitative-research","status":"publish","type":"post","link":"https:\/\/dtmconsulting.vn\/en\/nghien-cuu-dinh-tinh-qualitative-research\/","title":{"rendered":"Ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh &#8211; Qualitative Research: Gi\u1ea3i \u0111\u00e1p th\u1eafc m\u1eafc th\u1ef1c ti\u1ec5n &#8211; P1"},"content":{"rendered":"<blockquote>\n<p data-start=\"585\" data-end=\"631\">Nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh &#8211; m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u gi\u00fap kh\u00e1m ph\u00e1 insight kh\u00e1ch h\u00e0ng quan tr\u1ecdng nh\u01b0ng th\u01b0\u1eddng b\u1ecb doanh nghi\u1ec7p v\u00e0 marketer b\u1ecf qua?<\/p>\n<\/blockquote>\n<p data-start=\"585\" data-end=\"631\"><strong data-start=\"588\" data-end=\"629\">Trong qu\u00e1 tr\u00ecnh ti\u1ebfp x\u00fac v\u00e0 g\u1eb7p g\u1ee1 c\u00e1c doanh nghi\u1ec7p c\u0169ng nh\u01b0 marketer, \u0111\u1ed9i ng\u0169 chuy\u00ean gia t\u1ea1i DTM Consulting \u0111\u00e3 g\u1eb7p kh\u00f4ng \u00edt nh\u1eefng th\u1eafc m\u1eafc v\u00e0 b\u0103n kho\u0103n c\u0169ng nh\u01b0 l\u1ea7m t\u01b0\u1edfng c\u1ee7a doanh nghi\u1ec7p v\u1ec1 vi\u1ec7c tri\u1ec3n khai c\u00e1c ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh th\u00f4ng qua m\u1ed9t s\u1ed1 k\u1ef9 thu\u1eadt nghi\u00ean c\u1ee9u ph\u1ed5 bi\u1ebfn nh\u01b0 ph\u1ecfng v\u1ea5n chuy\u00ean s\u00e2u (IDIs), th\u1ea3o lu\u1eadn nh\u00f3m t\u1eadp trung (FGIs), quan s\u00e1t (observational research),&#8230;<\/strong><\/p>\n<p data-start=\"585\" data-end=\"631\">Do \u0111\u00f3, nh\u1eb1m n\u00e2ng cao n\u0103ng l\u1ef1c c\u1ee7a \u0111\u1ed9i ng\u0169 marketing v\u00e0 doanh nghi\u1ec7p, chuy\u00ean gia t\u1ea1i DTM Consulting s\u1ebd ph\u00e1t tri\u1ec3n c\u00e1c n\u1ed9i dung xoay quanh c\u00e1c v\u1ea5n \u0111\u1ec1, kh\u00f3 kh\u0103n m\u00e0 c\u00e1c doanh nghi\u1ec7p, marketer hay m\u1eafc ph\u1ea3i khi tri\u1ec3n khai nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng, insight kh\u00e1ch h\u00e0ng ph\u1ee5c v\u1ee5 vi\u1ec7c ra quy\u1ebft \u0111\u1ecbnh trong kinh doanh v\u00e0 marketing.<\/p>\n<h2 data-start=\"585\" data-end=\"631\"><strong data-start=\"588\" data-end=\"629\"> Gi\u1edbi thi\u1ec7u v\u1ec1 nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh<\/strong><\/h2>\n<blockquote><p>\u0110\u1ec3 tri\u1ec3n khai v\u00e0o th\u1ef1c ti\u1ec5n t\u1ed1t nh\u1ea5t, ch\u00fang ta bu\u1ed9c ph\u1ea3i hi\u1ec3u c\u00e1c c\u00f4ng c\u1ee5 c\u0169ng nh\u01b0 ph\u01b0\u01a1ng ph\u00e1p, k\u1ef9 thu\u1eadt nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng ch\u00fang ta \u0111ang s\u1eed d\u1ee5ng!<\/p>\n<p>N\u1ebfu kh\u00f4ng, m\u1ecdi th\u1ee9 s\u1ebd tr\u1edf n\u00ean r\u1ed1i ren v\u00e0 kh\u00f3 kh\u0103n h\u01a1n<\/p><\/blockquote>\n<h3 data-start=\"633\" data-end=\"682\"><strong data-start=\"637\" data-end=\"680\">1.1. V\u00ec sao ch\u1ecdn ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh (qualitative research)?<\/strong><\/h3>\n<p data-start=\"476\" data-end=\"711\">Nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh t\u1eadp trung v\u00e0o vi\u1ec7c <strong data-start=\"516\" data-end=\"555\">kh\u00e1m ph\u00e1, hi\u1ec3u s\u00e2u s\u1eafc v\u00e0 di\u1ec5n gi\u1ea3i<\/strong> c\u00e1c h\u00e0nh vi, suy ngh\u0129, v\u00e0 \u0111\u1ed9ng c\u01a1 c\u1ee7a con ng\u01b0\u1eddi. Kh\u00e1c v\u1edbi nghi\u00ean c\u1ee9u \u0111\u1ecbnh l\u01b0\u1ee3ng (\u0111\u01b0\u1ee3c s\u1eed d\u1ee5ng \u0111\u1ec3 \u0111o l\u01b0\u1eddng v\u00e0 th\u1ed1ng k\u00ea), nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh t\u1eadp trung v\u00e0o:<\/p>\n<ul data-start=\"713\" data-end=\"890\">\n<li data-start=\"713\" data-end=\"759\"><strong data-start=\"715\" data-end=\"740\">Nh\u1eefng g\u00ec \u0111ang x\u1ea3y ra?<\/strong> (m\u00f4 t\u1ea3 hi\u1ec7n t\u01b0\u1ee3ng)<\/li>\n<li data-start=\"760\" data-end=\"809\"><strong data-start=\"762\" data-end=\"784\">T\u1ea1i sao n\u00f3 x\u1ea3y ra?<\/strong> (gi\u1ea3i th\u00edch nguy\u00ean nh\u00e2n)<\/li>\n<li data-start=\"810\" data-end=\"890\"><strong data-start=\"812\" data-end=\"837\">C\u00e1ch th\u1ee9c n\u00f3 di\u1ec5n ra?<\/strong> (c\u00e1ch con ng\u01b0\u1eddi t\u01b0\u01a1ng t\u00e1c v\u1edbi m\u00f4i tr\u01b0\u1eddng xung quanh)<\/li>\n<\/ul>\n<h3 data-start=\"918\" data-end=\"975\"><strong data-start=\"922\" data-end=\"973\">1.2. So s\u00e1nh nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh v\u00e0 \u0111\u1ecbnh l\u01b0\u1ee3ng<\/strong><\/h3>\n<table data-start=\"1214\" data-end=\"1714\">\n<thead data-start=\"1214\" data-end=\"1274\">\n<tr data-start=\"1214\" data-end=\"1274\">\n<th data-start=\"1214\" data-end=\"1226\">Ti\u00eau ch\u00ed<\/th>\n<th data-start=\"1226\" data-end=\"1249\">Qualitative Researching<\/th>\n<th data-start=\"1249\" data-end=\"1274\">Quantitative Researching<\/th>\n<\/tr>\n<\/thead>\n<tbody data-start=\"1335\" data-end=\"1714\">\n<tr data-start=\"1335\" data-end=\"1430\">\n<td><strong data-start=\"1337\" data-end=\"1349\">M\u1ee5c ti\u00eau<\/strong><\/td>\n<td>Hi\u1ec3u s\u00e2u v\u1ec1 h\u00e0nh vi, \u0111\u1ed9ng c\u01a1, c\u1ea3m x\u00fac<\/td>\n<td>\u0110o l\u01b0\u1eddng th\u00e1i \u0111\u1ed9, h\u00e0nh vi, xu h\u01b0\u1edbng<\/td>\n<\/tr>\n<tr data-start=\"1431\" data-end=\"1513\">\n<td><strong data-start=\"1433\" data-end=\"1444\">D\u1eef li\u1ec7u<\/strong><\/td>\n<td>V\u0103n b\u1ea3n, h\u00ecnh \u1ea3nh, video, c\u1ea3m nh\u1eadn<\/td>\n<td>S\u1ed1 li\u1ec7u, bi\u1ec3u \u0111\u1ed3, th\u1ed1ng k\u00ea<\/td>\n<\/tr>\n<tr data-start=\"1514\" data-end=\"1616\">\n<td><strong data-start=\"1516\" data-end=\"1540\">Ph\u01b0\u01a1ng ph\u00e1p thu th\u1eadp<\/strong><\/td>\n<td>Ph\u1ecfng v\u1ea5n, quan s\u00e1t, nh\u00f3m t\u1eadp trung<\/td>\n<td>Kh\u1ea3o s\u00e1t, b\u1ea3ng c\u00e2u h\u1ecfi, th\u1ed1ng k\u00ea<\/td>\n<\/tr>\n<tr data-start=\"1617\" data-end=\"1714\">\n<td><strong data-start=\"1619\" data-end=\"1632\">Ph\u00e2n t\u00edch<\/strong><\/td>\n<td>M\u00e3 h\u00f3a n\u1ed9i dung, ph\u00e2n t\u00edch ch\u1ee7 \u0111\u1ec1<\/td>\n<td>Ph\u00e2n t\u00edch th\u1ed1ng k\u00ea, ki\u1ec3m \u0111\u1ecbnh gi\u1ea3 thuy\u1ebft<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><strong data-start=\"1719\" data-end=\"1729\">L\u01b0u \u00fd:<\/strong> Hai ph\u01b0\u01a1ng ph\u00e1p n\u00e0y c\u00f3 th\u1ec3 b\u1ed5 sung l\u1eabn nhau trong nghi\u00ean c\u1ee9u.<\/p>\n<ul data-start=\"1531\" data-end=\"1652\">\n<li data-start=\"1531\" data-end=\"1588\"><strong data-start=\"1533\" data-end=\"1559\">\u0110\u1ecbnh t\u00ednh \u2192 \u0110\u1ecbnh l\u01b0\u1ee3ng<\/strong>: \u0110\u1ec3 kh\u00e1m ph\u00e1 ho\u1eb7c x\u00e1c nh\u1eadn l\u1ea1i m\u1ed9t ch\u1ee7 \u0111\u1ec1 m\u1edbi tr\u00ean di\u1ec7n r\u1ed9ng<\/li>\n<li data-start=\"1589\" data-end=\"1652\"><strong data-start=\"1591\" data-end=\"1617\">\u0110\u1ecbnh l\u01b0\u1ee3ng \u2192 \u0110\u1ecbnh t\u00ednh<\/strong>: \u0110\u1ec3 l\u00e0m r\u00f5 m\u1ed9t k\u1ebft qu\u1ea3 nghi\u00ean c\u1ee9u.<\/li>\n<\/ul>\n<p><strong>Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/su-khac-biet-giua-nghien-cuu-dinh-tinh-va-nghien-cuu-dinh-luong\/\" rel=\"bookmark\">S\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh v\u00e0 nghi\u00ean c\u1ee9u \u0111\u1ecbnh l\u01b0\u1ee3ng<\/a><\/strong><\/p>\n<p><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Qualitative-Quantitative-Research-J-Gate-min.png\"><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter wp-image-6128 size-medium\" src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Qualitative-Quantitative-Research-J-Gate-min-300x169.png\" alt=\"s\u1ef1 kh\u00e1c bi\u1ec7t gi\u1eefa nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh v\u00e0 \u0111\u1ecbnh l\u01b0\u1ee3ng\" width=\"300\" height=\"169\" srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Qualitative-Quantitative-Research-J-Gate-min-300x169.png 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Qualitative-Quantitative-Research-J-Gate-min-768x432.png 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Qualitative-Quantitative-Research-J-Gate-min-1024x576.png 1024w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Qualitative-Quantitative-Research-J-Gate-min-600x338.png 600w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Qualitative-Quantitative-Research-J-Gate-min-260x146.png 260w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Qualitative-Quantitative-Research-J-Gate-min-50x28.png 50w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Qualitative-Quantitative-Research-J-Gate-min-133x75.png 133w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2019\/05\/Qualitative-Quantitative-Research-J-Gate-min.png 1920w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<h2 data-start=\"1659\" data-end=\"1713\"><strong data-start=\"1662\" data-end=\"1711\">2. C\u00e1c ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh\u00a0<\/strong><\/h2>\n<h3 data-start=\"1715\" data-end=\"1752\"><strong data-start=\"1719\" data-end=\"1750\">2.1. Quan s\u00e1t (Observation)<\/strong><\/h3>\n<p data-start=\"1888\" data-end=\"2008\">Quan s\u00e1t l\u00e0 m\u1ed9t ph\u01b0\u01a1ng ph\u00e1p c\u1ed1t l\u00f5i gi\u00fap nghi\u00ean c\u1ee9u vi\u00ean thu th\u1eadp d\u1eef li\u1ec7u t\u1eeb th\u1ef1c t\u1ebf m\u00e0 kh\u00f4ng c\u1ea7n \u0111\u1eb7t c\u00e2u h\u1ecfi tr\u1ef1c ti\u1ebfp.<\/p>\n<h4 data-start=\"2010\" data-end=\"2035\"><strong data-start=\"2013\" data-end=\"2035\">C\u00e1c lo\u1ea1i quan s\u00e1t:<\/strong><\/h4>\n<ul data-start=\"2036\" data-end=\"2394\">\n<li data-start=\"2036\" data-end=\"2163\"><strong data-start=\"2038\" data-end=\"2085\">Quan s\u00e1t tham gia (Participant observation)<\/strong>: Nh\u00e0 nghi\u00ean c\u1ee9u tham gia v\u00e0o nh\u00f3m ho\u1eb7c c\u1ed9ng \u0111\u1ed3ng \u0111\u1ec3 c\u00f3 g\u00f3c nh\u00ecn t\u1eeb b\u00ean trong.<\/li>\n<li data-start=\"2164\" data-end=\"2286\"><strong data-start=\"2166\" data-end=\"2223\">Quan s\u00e1t kh\u00f4ng tham gia (Non-participant observation)<\/strong>: Nh\u00e0 nghi\u00ean c\u1ee9u ch\u1ec9 theo d\u00f5i m\u00e0 kh\u00f4ng t\u01b0\u01a1ng t\u00e1c v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng.<\/li>\n<li data-start=\"2287\" data-end=\"2394\"><strong data-start=\"2289\" data-end=\"2337\">Quan s\u00e1t b\u00ed m\u1eadt (Shadowing, Mystery shopper)<\/strong>: Quan s\u00e1t m\u00e0 \u0111\u1ed1i t\u01b0\u1ee3ng kh\u00f4ng bi\u1ebft m\u00ecnh \u0111ang b\u1ecb theo d\u00f5i.<\/li>\n<\/ul>\n<h4 data-start=\"2396\" data-end=\"2537\"><strong data-start=\"2399\" data-end=\"2425\">C\u00e1ch thu th\u1eadp d\u1eef li\u1ec7u:<\/strong><\/h4>\n<ul>\n<li data-start=\"2396\" data-end=\"2537\">\u00a0Ghi ch\u00fa b\u1eb1ng <strong data-start=\"2443\" data-end=\"2463\">nh\u1eadt k\u00fd quan s\u00e1t<\/strong><\/li>\n<li data-start=\"2396\" data-end=\"2537\">Ghi \u00e2m, quay video<\/li>\n<li data-start=\"2396\" data-end=\"2537\">V\u1ebd s\u01a1 \u0111\u1ed3 d\u00f2ng ch\u1ea3y kh\u00e1ch h\u00e0ng trong c\u1eeda h\u00e0ng<\/li>\n<\/ul>\n<h4 data-start=\"2539\" data-end=\"2738\"><strong data-start=\"2542\" data-end=\"2560\">V\u00ed d\u1ee5 th\u1ef1c t\u1ebf<\/strong><\/h4>\n<p data-start=\"2539\" data-end=\"2738\">M\u1ed9t c\u00f4ng ty b\u00e1n l\u1ebb mu\u1ed1n hi\u1ec3u c\u00e1ch kh\u00e1ch h\u00e0ng di chuy\u1ec3n trong si\u00eau th\u1ecb \u0111\u1ec3 t\u1ed1i \u01b0u h\u00f3a <strong data-start=\"2647\" data-end=\"2666\">b\u1ed1 c\u1ee5c s\u1ea3n ph\u1ea9m<\/strong>. H\u1ecd s\u1eed d\u1ee5ng <strong data-start=\"2679\" data-end=\"2698\">quan s\u00e1t b\u00ed m\u1eadt<\/strong> \u0111\u1ec3 thu th\u1eadp d\u1eef li\u1ec7u v\u1ec1 h\u00e0nh vi mua s\u1eafm.<\/p>\n<p data-start=\"2539\" data-end=\"2738\"><strong>Xem th\u00eam: <a href=\"https:\/\/dtmconsulting.vn\/en\/nghien-cuu-quan-sat\/\" rel=\"bookmark\">Nghi\u00ean c\u1ee9u quan s\u00e1t (observation) trong nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh \u2013 \u01afu, nh\u01b0\u1ee3c \u0111i\u1ec3m c\u1ea7n l\u01b0u \u00fd khi tri\u1ec3n khai<\/a><\/strong><\/p>\n<p data-start=\"2539\" data-end=\"2738\"><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/10\/Nghien-cuu-quan-sat-observation-trong-nghien-cuu-dinh-tinh-dtm-consulting-tu-van-marketing-nghien-cuu-thi-truong-insight-khach-hang.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-17714 size-medium lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/10\/Nghien-cuu-quan-sat-observation-trong-nghien-cuu-dinh-tinh-dtm-consulting-tu-van-marketing-nghien-cuu-thi-truong-insight-khach-hang-300x156.jpg\" alt=\"Nghi\u00ean c\u1ee9u quan s\u00e1t (observation) trong nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh dtm consulting t\u01b0 v\u1ea5n marketing nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng insight kh\u00e1ch h\u00e0ng\" width=\"300\" height=\"156\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/10\/Nghien-cuu-quan-sat-observation-trong-nghien-cuu-dinh-tinh-dtm-consulting-tu-van-marketing-nghien-cuu-thi-truong-insight-khach-hang-300x156.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/10\/Nghien-cuu-quan-sat-observation-trong-nghien-cuu-dinh-tinh-dtm-consulting-tu-van-marketing-nghien-cuu-thi-truong-insight-khach-hang-768x400.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/10\/Nghien-cuu-quan-sat-observation-trong-nghien-cuu-dinh-tinh-dtm-consulting-tu-van-marketing-nghien-cuu-thi-truong-insight-khach-hang-18x9.jpg 18w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/10\/Nghien-cuu-quan-sat-observation-trong-nghien-cuu-dinh-tinh-dtm-consulting-tu-van-marketing-nghien-cuu-thi-truong-insight-khach-hang-410x214.jpg 410w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/10\/Nghien-cuu-quan-sat-observation-trong-nghien-cuu-dinh-tinh-dtm-consulting-tu-van-marketing-nghien-cuu-thi-truong-insight-khach-hang-570x297.jpg 570w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/10\/Nghien-cuu-quan-sat-observation-trong-nghien-cuu-dinh-tinh-dtm-consulting-tu-van-marketing-nghien-cuu-thi-truong-insight-khach-hang.jpg 940w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/156;\" \/><\/a><\/p>\n<h3 data-start=\"2539\" data-end=\"2738\"><strong data-start=\"2749\" data-end=\"2798\">2.2. Ph\u1ecfng v\u1ea5n c\u00e1 nh\u00e2n (Individual Interview)<\/strong><\/h3>\n<p data-start=\"2802\" data-end=\"2877\">Ph\u1ecfng v\u1ea5n l\u00e0 c\u00f4ng c\u1ee5 m\u1ea1nh m\u1ebd \u0111\u1ec3 thu th\u1eadp th\u00f4ng tin chi ti\u1ebft t\u1eeb m\u1ed9t c\u00e1 nh\u00e2n.<\/p>\n<h4 data-start=\"2879\" data-end=\"2907\"><strong data-start=\"2882\" data-end=\"2905\">C\u00e1c lo\u1ea1i ph\u1ecfng v\u1ea5n:<\/strong><\/h4>\n<ul data-start=\"2908\" data-end=\"3264\">\n<li data-start=\"2908\" data-end=\"3020\"><strong data-start=\"2911\" data-end=\"2956\">Ph\u1ecfng v\u1ea5n th\u0103m d\u00f2 (Exploratory Interview)<\/strong> \u2013 Kh\u00f4ng c\u00f3 c\u1ea5u tr\u00fac c\u1ed1 \u0111\u1ecbnh, \u0111\u1ec3 ng\u01b0\u1eddi tham gia t\u1ef1 do chia s\u1ebb.<\/li>\n<li data-start=\"3021\" data-end=\"3146\"><strong data-start=\"3024\" data-end=\"3078\">Ph\u1ecfng v\u1ea5n b\u00e1n c\u1ea5u tr\u00fac (Semi-structured Interview)<\/strong> \u2013 C\u00f3 b\u1ed9 c\u00e2u h\u1ecfi h\u01b0\u1edbng d\u1eabn nh\u01b0ng linh ho\u1ea1t trong c\u00e1ch \u0111\u1eb7t c\u00e2u h\u1ecfi.<\/li>\n<li data-start=\"3147\" data-end=\"3264\"><strong data-start=\"3150\" data-end=\"3198\">Ph\u1ecfng v\u1ea5n c\u00f3 c\u1ea5u tr\u00fac (Structured Interview)<\/strong> \u2013 Danh s\u00e1ch c\u00e2u h\u1ecfi c\u1ed1 \u0111\u1ecbnh, ph\u00f9 h\u1ee3p khi nghi\u00ean c\u1ee9u quy m\u00f4 l\u1edbn.<\/li>\n<\/ul>\n<h4 data-start=\"3266\" data-end=\"3458\"><strong data-start=\"3269\" data-end=\"3301\">K\u1ef9 thu\u1eadt ph\u1ecfng v\u1ea5n hi\u1ec7u qu\u1ea3:<\/strong><\/h4>\n<ul>\n<li data-start=\"3266\" data-end=\"3458\">L\u1eafng nghe ch\u1ee7 \u0111\u1ed9ng<\/li>\n<li data-start=\"3266\" data-end=\"3458\">S\u1eed d\u1ee5ng c\u00e2u h\u1ecfi m\u1edf<\/li>\n<li data-start=\"3266\" data-end=\"3458\">Kh\u00f4ng l\u00e0m gi\u00e1n \u0111o\u1ea1n c\u00e2u tr\u1ea3 l\u1eddi c\u1ee7a ng\u01b0\u1eddi tham gia<\/li>\n<li data-start=\"3266\" data-end=\"3458\">T\u1ea1o kh\u00f4ng gian th\u00e2n thi\u1ec7n \u0111\u1ec3 khuy\u1ebfn kh\u00edch chia s\u1ebb<\/li>\n<\/ul>\n<p><strong>Chi ti\u1ebft: <a href=\"https:\/\/dtmconsulting.vn\/en\/phong-van-chuyen-sau\/\" rel=\"bookmark\">H\u01b0\u1edbng d\u1eabn th\u1ef1c hi\u1ec7n ph\u1ecfng v\u1ea5n chuy\u00ean s\u00e2u (In-depth interview) cho marketer<\/a><\/strong><\/p>\n<p><a href=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/02\/phong-van-chuyen-sau.jpg\"><img decoding=\"async\" class=\"aligncenter wp-image-17280 size-medium lazyload\" data-src=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/02\/phong-van-chuyen-sau-300x156.jpg\" alt=\"ph\u1ecfng v\u1ea5n chuy\u00ean s\u00e2u\" width=\"300\" height=\"156\" data-srcset=\"https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/02\/phong-van-chuyen-sau-300x156.jpg 300w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/02\/phong-van-chuyen-sau-768x400.jpg 768w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/02\/phong-van-chuyen-sau-18x9.jpg 18w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/02\/phong-van-chuyen-sau-410x214.jpg 410w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/02\/phong-van-chuyen-sau-570x297.jpg 570w, https:\/\/dtmconsulting.vn\/wp-content\/uploads\/2024\/02\/phong-van-chuyen-sau.jpg 940w\" data-sizes=\"(max-width: 300px) 100vw, 300px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 300px; --smush-placeholder-aspect-ratio: 300\/156;\" \/><\/a><\/p>\n<h4 data-start=\"3460\" data-end=\"3621\"><strong data-start=\"3463\" data-end=\"3481\">V\u00ed d\u1ee5 th\u1ef1c t\u1ebf:<\/strong><\/h4>\n<p data-start=\"3460\" data-end=\"3621\">M\u1ed9t c\u00f4ng ty m\u1ef9 ph\u1ea9m th\u1ef1c hi\u1ec7n <strong data-start=\"3514\" data-end=\"3540\">ph\u1ecfng v\u1ea5n b\u00e1n c\u1ea5u tr\u00fac<\/strong> \u0111\u1ec3 hi\u1ec3u <strong data-start=\"3549\" data-end=\"3592\">c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 s\u1ea3n ph\u1ea9m m\u1edbi<\/strong> tr\u01b0\u1edbc khi ra m\u1eaft th\u1ecb tr\u01b0\u1eddng.<\/p>\n<h3 data-start=\"3628\" data-end=\"3671\"><strong data-start=\"3632\" data-end=\"3669\">2.3. Th\u1ea3o lu\u1eadn nh\u00f3m t\u1eadp trung (Focus Group Interview)<\/strong><\/h3>\n<p data-start=\"3672\" data-end=\"3767\">Focus Group l\u00e0 m\u1ed9t cu\u1ed9c th\u1ea3o lu\u1eadn nh\u00f3m c\u00f3 <strong data-start=\"3714\" data-end=\"3728\">8-10 ng\u01b0\u1eddi<\/strong>, \u0111\u01b0\u1ee3c d\u1eabn d\u1eaft b\u1edfi m\u1ed9t ng\u01b0\u1eddi \u0111i\u1ec1u ph\u1ed1i (moderator). Tuy nhi\u00ean, do \u0111\u1eb7c th\u00f9 t\u00e2m l\u00fd, v\u0103n h\u00f3a v\u00e0 h\u00e0nh vi ng\u01b0\u1eddi Vi\u1ec7t, m\u1ed9t focus group t\u1ea1i Vi\u1ec7t Nam th\u01b0\u1eddng hi\u1ebfm khi c\u00f3 th\u1ec3 t\u1ed5 ch\u1ee9c \u0111\u01b0\u1ee3c v\u1edbi 8-10 ng\u01b0\u1eddi.<\/p>\n<h4 data-start=\"3769\" data-end=\"3796\"><strong data-start=\"3772\" data-end=\"3794\">Quy tr\u00ecnh t\u1ed5 ch\u1ee9c:<\/strong><\/h4>\n<ul data-start=\"3797\" data-end=\"4007\">\n<li data-start=\"3797\" data-end=\"3833\"><strong data-start=\"3800\" data-end=\"3831\">Ch\u1ecdn nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng ph\u00f9 h\u1ee3p<\/strong><\/li>\n<li data-start=\"3834\" data-end=\"3904\"><strong data-start=\"3837\" data-end=\"3866\">X\u00e2y d\u1ef1ng k\u1ecbch b\u1ea3n d\u1eabn d\u1eaft<\/strong> (c\u00e2u h\u1ecfi m\u1edf, th\u1ea3o lu\u1eadn theo ch\u1ee7 \u0111\u1ec1)<\/li>\n<li data-start=\"3905\" data-end=\"3980\"><strong data-start=\"3908\" data-end=\"3934\">Qu\u1ea3n l\u00fd cu\u1ed9c th\u1ea3o lu\u1eadn<\/strong> (ki\u1ec3m so\u00e1t th\u1eddi gian, gi\u1eef kh\u00f4ng kh\u00ed c\u1edfi m\u1edf)<\/li>\n<li data-start=\"3981\" data-end=\"4007\"><strong data-start=\"3984\" data-end=\"4005\">Data Analysis<\/strong><\/li>\n<\/ul>\n<p><strong>Chi ti\u1ebft: <a href=\"https:\/\/dtmconsulting.vn\/en\/phong-van-nhom-focus-group\/\" rel=\"bookmark\">Ph\u1ecfng v\u1ea5n nh\u00f3m \u2013 Focus group Interview l\u00e0 g\u00ec? C\u00e1ch l\u00e0m th\u1ebf n\u00e0o?<\/a><\/strong><\/p>\n<h4 data-start=\"4009\" data-end=\"4035\"><strong data-start=\"4012\" data-end=\"4033\">\u01afu v\u00e0 nh\u01b0\u1ee3c \u0111i\u1ec3m:<\/strong><\/h4>\n<table data-start=\"4036\" data-end=\"4300\">\n<thead data-start=\"4036\" data-end=\"4060\">\n<tr data-start=\"4036\" data-end=\"4060\">\n<th style=\"text-align: center;\" data-start=\"4036\" data-end=\"4046\">\u01afu \u0111i\u1ec3m<\/th>\n<th style=\"text-align: center;\" data-start=\"4046\" data-end=\"4060\">Nh\u01b0\u1ee3c \u0111i\u1ec3m<\/th>\n<\/tr>\n<\/thead>\n<tbody data-start=\"4085\" data-end=\"4300\">\n<tr data-start=\"4085\" data-end=\"4144\">\n<td>K\u00edch th\u00edch \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o<\/td>\n<td>C\u1ea7n k\u1ef9 n\u0103ng \u0111i\u1ec1u ph\u1ed1i cao<\/td>\n<\/tr>\n<tr data-start=\"4145\" data-end=\"4220\">\n<td>Ph\u00f9 h\u1ee3p nghi\u00ean c\u1ee9u xu h\u01b0\u1edbng, th\u00e1i \u0111\u1ed9<\/td>\n<td>\u0110\u00f2i h\u1ecfi chi ph\u00ed v\u00e0 th\u1eddi gian cao<\/td>\n<\/tr>\n<tr data-start=\"4221\" data-end=\"4300\">\n<td style=\"text-align: center;\">Hi\u1ec3u c\u00e1ch nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng t\u01b0\u01a1ng t\u00e1c<\/td>\n<td style=\"text-align: center;\">C\u00f3 th\u1ec3 b\u1ecb chi ph\u1ed1i b\u1edfi ng\u01b0\u1eddi n\u00f3i nhi\u1ec1u<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p data-start=\"4302\" data-end=\"4434\">Hi\u1ec7n nay, do ng\u01b0\u1eddi \u0111i\u1ec1u ph\u1ed1i FGIs th\u01b0\u1eddng c\u1ea7n nhi\u1ec1u k\u1ef9 n\u0103ng v\u00e0 kinh nghi\u1ec7m v\u00e0 chi ph\u00ed t\u1ed5 ch\u1ee9c cao, kh\u00f4ng nhi\u1ec1u doanh nghi\u1ec7p t\u1ea1i Vi\u1ec7t Nam c\u00f3 th\u1ec3 t\u1ef1 t\u1ed5 ch\u1ee9c FGIs th\u00e0nh c\u00f4ng, th\u1eadm ch\u00ed l\u00e0 IDIs. Ch\u00ednh v\u00ec v\u1eady, DTM Consulting hi\u1ec7n \u0111ang cung c\u1ea5p c\u00e1c g\u00f3i d\u1ecbch v\u1ee5 T\u01af V\u1ea4N, THI\u1ebeT K\u1ebe V\u00c0 H\u01af\u1edaNG D\u1eaaN, <a href=\"https:\/\/dtmconsulting.vn\/en\/service\/tu-van-nghien-cuu-thi-truong\/\">HU\u1ea4N LUY\u1ec6N DOANH NGHI\u1ec6P T\u1ef0 TRI\u1ec2N KHAI NGHI\u00caN C\u1ee8U TH\u1eca TR\u01af\u1edcNG, INSIGHT KH\u00c1CH H\u00c0NG<\/a><\/p>\n<p style=\"text-align: center;\" data-start=\"4302\" data-end=\"4434\"><strong><a href=\"https:\/\/dtmconsulting.vn\/en\/lien-he\/\">CONTACT US<\/a> v\u1edbi ch\u00fang t\u00f4i \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c t\u01b0 v\u1ea5n c\u1ee5 th\u1ec3!<\/strong><\/p>\n<p data-start=\"4302\" data-end=\"4434\"><strong data-start=\"4305\" data-end=\"4323\">V\u00ed d\u1ee5 th\u1ef1c t\u1ebf:<\/strong><br data-start=\"4323\" data-end=\"4326\" \/>M\u1ed9t h\u00e3ng xe h\u01a1i s\u1eed d\u1ee5ng <strong data-start=\"4350\" data-end=\"4365\">focus group<\/strong> \u0111\u1ec3 ki\u1ec3m tra <strong data-start=\"4378\" data-end=\"4433\">c\u1ea3m nh\u1eadn c\u1ee7a kh\u00e1ch h\u00e0ng v\u1ec1 thi\u1ebft k\u1ebf m\u1edbi c\u1ee7a xe \u0111i\u1ec7n<\/strong>.<\/p>","protected":false},"excerpt":{"rendered":"<p>Nghi\u00ean c\u1ee9u \u0111\u1ecbnh t\u00ednh &#8211; m\u1ed9t trong nh\u1eefng ph\u01b0\u01a1ng ph\u00e1p nghi\u00ean c\u1ee9u gi\u00fap kh\u00e1m ph\u00e1 insight kh\u00e1ch h\u00e0ng quan tr\u1ecdng nh\u01b0ng th\u01b0\u1eddng b\u1ecb doanh nghi\u1ec7p v\u00e0 marketer b\u1ecf qua? Trong qu\u00e1 tr\u00ecnh ti\u1ebfp x\u00fac v\u00e0 g\u1eb7p g\u1ee1 c\u00e1c doanh nghi\u1ec7p c\u0169ng nh\u01b0 marketer, \u0111\u1ed9i ng\u0169 chuy\u00ean gia t\u1ea1i DTM Consulting \u0111\u00e3 g\u1eb7p kh\u00f4ng \u00edt nh\u1eefng [&hellip;]<\/p>","protected":false},"author":4,"featured_media":18152,"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-18147","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\/18147","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\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/comments?post=18147"}],"version-history":[{"count":4,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/18147\/revisions"}],"predecessor-version":[{"id":18155,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/posts\/18147\/revisions\/18155"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media\/18152"}],"wp:attachment":[{"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/media?parent=18147"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/categories?post=18147"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dtmconsulting.vn\/en\/wp-json\/wp\/v2\/tags?post=18147"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}