chuong 5 phep thu thi hieu
TRANSCRIPT
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PHP TH TH HIU(hedonic tests)
KS. LE HOANG DU
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PHP TH CM QUAN
Phn bit
M t
Th hiu
Cc sn phm c khc nhau haykhng?
Cc sn phm khc nhau nh thno trn tng tnh cht cm quanc th?
Cc sn phm c a thchnhiu nh th no hoc snphm no c a thch hn?
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Tin hnh trc Mu v danh Ngi th l nhng ngi
tng s dng sn phm tr li ngi tiu dng
c thch tnh cht cm quanca sn phm khng?
K vng da trn cc snphm tng t trong nhm
Khng dng nh giphn hi/sc hp dn vkhi nim sn phm
Tin hnh sau Cung cp thng tin sn phm Ngi tham gia trong giai
on th sn phm tr li sn phm c th
thnh cng trn thngtrng hay khng?
K vng c c t khinim/yu cu v vic sdng cc sn phm tng t
Khng c kh nng o shp dn cm gic khi tchbit khi nim v k vng
TH NGHIM TH HIU NGHIN CU TH TRNG
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PHP TH TH HIU
Mt s vn l thuyt
Cc php th
Mt s nghin cu
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NH NGHA
Hedonic: Tnh cht yu thch hoc khng yu thch
Ght Thch
Aversion: Thi trnh s dng mt cht kch thch
Pleasure: Tnh cm v cm gic d chu lin quan n s hi lng
v mt mong mun, mt nhu cu vt cht hay tinh cm
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CC TNH CHT / C TNH
Phn ng yu thch hoc khng yu thchph thuc vo truyn thng vn ha, kinhnghim c nhnca mi ngi.
Khng n nh theo thi gian
Bin i t c nhn ny sang c nhn khc
C kh nng bin i nh hc hi
nh hng n gin ca s hc hi
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nh hng n gin ca s hc hi
Xu hng t chi cc sn phm thc phm khng quen thuc
Neophobia Neophilic
0
1
2
3
4
5
6
0 5 10 20
S ln th
Mcathch
Pliner (1982) : 3 loi nc tri cy nhit i (A * 5, B*10, C*20)
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YU CU
Dng cc thnh vin cha c hun luyn
Dng cc php th so snh hn l cc php th da
trn cc nh gi tuyt i
Thch nghi vi thuc tnh tiu dng
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Phn tch thuc tnh tiu dng sn phm Thng xuyn
Cht lng
Dng tiu th (nu, ti, lnh, nng)
Chn la ni nh gi cm quan Phng th nghim c nh (fixed laboratory)
Phng th nghim di ng (central location test) nh (home-use test)
Hon cnh t nhin (natural situation)
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La chn ngi tiu dng
i vi th nghim ch din ra 1 ln
Ni cng cngNi bn hngQua in thoiQua th tnThng bo
i vi mt hi ng ngi tiu dng Trong vng 12 thng: Khng qu 24 bui th (ti a 12
bui th cho mt gia nh) .
Tng s cc bui th trong i: khng qu 72 bui.(XP V 09-500)
Vic la chn ngi th ty thuc vo ch tiu nghin cu
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PHP TH TH HIU
Mt s vn l thuyt
Cc php th
Mt s nghin cu
Phn tch thng k
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PHP TH U TIN CP I
Nguyn tc: Hai mu c gii thiung thi. Ngi th c yu cu
ch ra mu m h thch hn. Xc xut ca gi thuyt Ho: Ppc=0.5
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Php th u tin cp i.
362 547
Trong hai mu c gii thiu, bn thch mu no hn?
Trt t trnh by mu: AB/BA
X l kt qu:Tra bng, Khi-bnh phng, Phn b chun vkim nh Z v t l
PHP TH U TIN CP I
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PHIU HNG DN
Mt b mu gm 2 da bnh biscuit s c gii thiu cho bn.
Xin vui lng thanh v bng nc lc trc khi bt u th mu.
Bn hy th nm mu theo th t t tri sang phi v xc nhmu no l mu m bn thch hn bng cch KHOANH TRNm s mu (bn bt buc phi c mt la chn).
Cm n bn tham gia.
362 547
PHP TH U TIN CP I
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PHIU NH GI.M s ngi th: 26
Mu m bn thch hn l mu:
362 547
362 547
PHP TH U TIN CP I
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PHN B NH PHN V BNG TRA
u tin cp iS cu tr li
(n)
Mc xc xut0.01
50 33 35
60 39 41
70 44 47
52
90 55 58
100 61 64
PHP TH U TIN CP I
80
0.05
50
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Nguyn tc: Cc mucgiithiung thi. Ngi th c yu cusp xp cc mu theo mt trt thoc gim dn hoc tng dn theomcutin (mcathch).
PHP TH XP DY(ranking test).
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Trt t trnh by mu: hnh vung Latin Williams vi R,package crossdes, hm williams(n). Vd: 3 mu
PHP TH XP DY (ranking test).
X l kt qu: Friedman test
V trN.th
I II III
[1,] A B C[2,] B C A
[3,] C A B
[4,] C B A
[5,] A C B
[6,] B A C
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PHP TH XP DY
PHIU HNG DN
Vui lng thanh v bng nc lc trc khi bt u th mu. Bn c th
thanh v thm bt k lc no trong sut qu trnh th muXin vui lng nm nm mu theo th t c trnh by, t tri sang phi.Bn c th nm li mu mt khi bn th nm xong tt c cc mu.
Hy sp xp cc mu theo th t t a thch nht n t c a thch nht
bng cch in m s cc mu vo thang trong phiu nh gi. V d:
a thch nht t c a thch nht
398 852 426 349 246
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PHP TH XP DY
PHIU NH GI
M s ngi th: 23 Ngy:19/02/2009
a thch nht t c a thch nht
362 547 184 819 651
819 362 547 651 184
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12
NP(P + 1)F= R1++RP - 3N(P+1)[ ]2 2
H0: Tng hng ca cc sn phm l ging nhau
Trong :N: S lng ngi thP: S lng muRi: Tng hng ca sn phm I
Kim nh Friedman
Ftest< F Tra bng Chp nhn gi thuyt H0
Ftest> F Tra bng Gi thuyt H0b loi b, cc mukhc nhau c ngha
=> i xc nh cp mu no khcnhau bng LSD (Least Significant
Difference)
Ki h F i d
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Kim nh Friedman
S khc nhau nh nht c ngha c tnh nh sau:
LSD = z NP(P+1)
6
z l gi tr thu c trong bng Gauss mc2
P(P-1)
Nu |Ri - Rj| > LSD => cc sn phm i v j khc nhau c ngha
(vi = 0.05, z = 1.96; vi = 0.01, z = 2.576)
V d kt h th d
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V d kt qu php th xp dy
Ngi th Mu
A B C D E1 2 4 5 3 1
2 4 5 3 1 2
3 1 4 5 3 2
..
14 3 5 2 4 1Tng hng 33 53 52 45 27
Ta c:
N = 14
P = 5
R1 = 33
R2 = 53
R3 = 52
R4 = 45
R5 = 2712
NP(P + 1)F= R1++RP - 3N(P+1)[ ]2 2
12
14x5x(5 + 1)F= 332+ 532+ 522+ 452+ 272 - 3x14x(5+1) = 15,31[ ]
Ftest= 15,31 > Ftra bng= 9,32 (vi = 0.05, N = 14, P = 5)
=> Cc mu khc nhau c ngha
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Kim nh Friedman
Chng ta c LSD = 1.9614 x 5(5+1)
6= 16,40
E A D C B
27 33 45 52 53
AB: |33 - 53| = 20 E - B: |27 - 53| = 26AC: |33 - 52| = 19 EC: |2752| = 25
ED: |2745| = 18
LSD = z
NP(P+1)
6
PHP TH CHO IM
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Nguyn tc: Cc mu c gii thiuln lt. Ngi th c yu cunh gi mc a thch ca h ivi sn phm trn mt thang im.
Thng thng l thang 9 im
(im 1: cc k ght, im 9 cc k thch)
PHP TH CHO IM
PHP TH CHO IM
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Trt t trnh by mu: hnh vung Latin Williams vi R,package crossdes, hm williams(n). Vd: 4 mu
PHP TH CHO IM
X l kt qu: ANOVA m hnh S*A
V tr
N.th
I II III IV
[1,] 1 2 4 3
[2,] 2 3 1 4
[3,] 3 4 2 1
[4,] 4 1 3 2
PHP TH CHO IM
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PHP TH CHO IM
PHIU HNG DN
Vui lng thanh v bng nc lc trc khi bt u th mi mu.
Bn s nhn c ln lt 5 mu bnh biscuit. Hy nm cc mu bnh nyv cho bit mc a thchca bn i vi tng mu bnh biscuit ln
thang 9 im trong phiu nh gi bng cch nh du cho vo imm bn cho l thch hp nht
Trong :
im 1: cc k khng thch 6: hi thch thch2: rt khng thch 7: thch3: khng thch 8: rt thch4: hi khng thch 9: cc k thch5: khng thch cng khng ght
Ghi ch: mt phiu nh gi ch dng cho mt mu
1 2 3 4 5 6 7 8 9
PHP TH CHO IM
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PHP TH CHO IM
PHIU NH GI
M s mu: M s ngi th: 56 Ngy:12/02/2009
863
1 2 3 4 5 6 7 8 9
863
X
PHP TH CHO IM
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PHP TH CHO IM
PHIU NH GI
M s mu: M s ngi th: 56 Ngy:12/02/2009
161
1 2 3 4 5 6 7 8 9
161
X
V d hi
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V d cu hi
Nm su sn phm gii thiu t tri sang phi
ri nh du vo tng ng vi n tng cabn
NF V 09-015
cc k d chu
rt d chu
d chu
hi d chu
khng d chu khng kh chu
hi kh chu
kh churt kh chu
cc k kh chu
V d hi
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NF V 09-015
sn phm ny lm ti cc k hi lng
sn phm ny lm ti rt hi lngsn phm ny lm ti hi lng
khng kin
sn phm ny lm ti khng hi lng
sn phm ny lm ti rt khnghi lngsn phm ny lm ti cc k khng hi lng
Nm su sn phm gii thiu t tri sang phiri nh du vo tng ng vi n tng cabn
V d cu hi
V d c hi
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NF V 09-015
1 2 3 4 5 6 7 8 9 10
Ti hon ton khng thch Ti rt thch
Nm su sn phm gii thiu t tri sang phi
ri nh du vo tng ng vi n tng cabn
V d cu hi
V d cu hi
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Nm su sn phm gii thiu t tri sang phiri nh du vo v tr tng ng vi nh gi cabn
NF V 09-015
Ti hon ton khng thch Ti rt thch
V d cu hi
V D: C PH PHP VS.
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1) Bn c s dng c ph khng ?c khng
Nu khng, dng iu traNu c, chuyn sang phn nm sn phm (trang sau).
C SC PH VIT NAM
Cu hi
Rgal Jacques Vabre
Carte noire
Maison du caf pur arabica
Maison du caf traditionGringo Jacques Vabre
Highland coffee
Vit PhpM trang
Phng vyTrung Nguyn
C phPhp Vit Nam
Ngi tiu dng
138 sinh vin
10 loi c ph rang xay c gii thiu
trong cc l thy tinh sm mu
nh gi
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S a thch:
0 : Ti hon ton khng thch 5 : thch va phi 10 : Rt thch
Mu 1:
0 1 2 3 4 5 6 7 8 9 10
Mu 2:
0 1 2 3 4 5 6 7 8 9 10
Mu 3:
0 1 2 3 4 5 6 7 8 9 10
nhgi
V d
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2) Gii tnh:F M
3) Tui:15-2021-3031-4041-5051-60>60
4) Ni sinh: 5) Bn ung c ph nh th no?
en khng ng en c ngsa khng ng sa v ng
6) Thi quen ung c ph ca bn:nhiu ln trong ngy mi ngy mt lnnhiu ln trong tun nhiu ln trong tun
7) Thi im no trong ngy?
n sng
bui sngn tra bui chiun ti
V d
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8) Bn ung c ph u?
nh bn vn phng qun ni khc:
9) Bn ung loi c ph no?Arabica Robusta khc : khng bit
10) Bn ung dng c ph no?
c ph bt c ph rang xay c ph ha tan11) Bn ung c ph hiu g?Sn phm bn ung thng xuyn nht:Sn phm bn thnh thong mi ung:
12) Mi bt c ph c phi l tiu chun la chn c ph khng?
c
khng13) Bn c ht thuc khng?
c khng
Kt qu
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C ph Trung bnh Variance
M trang 2,75 4,46Phng Vi 2,96 4,37Gringo 3,40 4,17
Vit Php 3,69 4,99
Trung nguyn 3,70 6,77Rgal 3,95 5,87
Highland coffee 4,41 4,92
Maison du caf 5,01 5,41
(pur arabica)
Maison du caf 5,09 4,45
(tradition)
Carte noire 5,75 7,10
Ktqu
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Vit Nam Php
0
2
46
8
10
Coffee
metr
ang
Phu
ong
yy
Grin
go
Jacq
ues
Vab
re
V
iet
phap
Tru
ng
ngu
yen
Rgal
Jacq
ues
Vab
re
Highland
coffee
Mai
son
duc
af
pur
Maison
duc
af
tradi
tion
Carte
noire
a
bbcccdededeff
Phn tch phng sai : ngi th * sn phm
F(9,1239) = 34.56 p
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Vit Nam Php
0
2
4
6
8
10
Gringo
Jacques
Vabre
Carte
noire
Rgal
Jacques
Vabre
Viet phap Maison
du caf
tradition
Maison
du caf
pur
arabica
Trung
nguyen
Me trang Highland
coffee
Phuong
vy
Th hiu Bia Tp HCM
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p
Sn phm: Bn Thnh, Carlsberg, Foster, H Ni,Heineken, Laser, Si Gn (chai ), Tiger, 333
Ngi th: 90 ngi
Quy trnh nh gi: Blind test (khng c nhn hiu sn phm)
C nhn hiu sn phm
Th hiu Bia Tp HCM
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p
4.934.49
6.66
4.584.244.07
6.32
5.62
6.21
0
1
2
3
4
5
6
7
8
9
Heneiken 333 Tiger H Ni Bn
Thnh
Laser Carlsberg Si Gn
Foster
imt
rungbnh
Khng c nhn hiu
Th hiu Bia Tp HCM
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p
5.765.39 5.64
7.61
4.50 4.28 4.733.74 3.78
0
1
2
3
4
5
6
7
8
9
Loi bia
imt
rungbnh
C nhn hiu
Cc bc t cu hi iu tra
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Cu hi sng lc
Kh nng chp nhn chung
Cc l l thch hay khng thch
Nhng cu hi v thuc tnh c th
Cc yu cu, kin v vn
Mc u tin nu iu tra nhiu sp
10 kinh nghim xy dng bng cu hiiu tra
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iu tra
1. Phi ngn gn2. S dng ngn ng d hiu3. Khng hi nhng g m ngi ta khng bit4. Phi c th5. Nhng cu hi c nhiu cch la chn cu tr li nn thu
o v loi tr ln nhau6. Khng dn dt ngi tr li7. Trnh s m h8. Ch cc tc ng ca cch din t9. Cn thn vi cc hiu ng lch nhn thc tch cc v lch
nhn thc tiu cc10. Th nghim s b thng l cn thit
Nhng vn pht sinh t cc cu hi
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1. ng b c thch sn phm ny khng?
2. Bang Newyork c nn cm s dng ALAR ln to haykhng?3. ng b lm g ngay sau khi mua sa chua gi lnh?4. ng b mua bnh pizza ln gn y nht u?5. Nm ngoi, ng b mua bao nhiu lt sa?6. Ti sao ng b li ni nh vy?7. ngh xp hng nhng loi kem ny t 1 n 9 trn
thang o s a thch.8. S nm sng Newyork
9. C ph ho tan hay loi sy kh v gi lnh tin li vkinh t hn?
Nhng vn pht sinh t cc cu hi
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1. ng b c thch sn phm ny khng?
tr li: Ti thch
Cu hi mang tnh dn dt Nn hi kin chung ca ng b nh th no?
Nhng vn pht sinh t cc cu hi
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2. Bang Newyork c nn cm s dng ALAR trn to
hay khng?
tr li: ng nhin
ALAR l ch vit tt, gy hiu lm Cm mt t tc ng mnh v xc cm, dn dt
ngi tr li
Nhng vn pht sinh t cc cu hi
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3. ng b lm g ngay sau khi mua sa chua gi
lnh?
tr li: ti khng lm g c
Cch gii thch m h
Nhng vn pht sinh t cc cu hi
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4. ng b mua bnh pizza ln gn y nht u?
tr li: Ohio
Cu tr li khng c th
Nhng vn pht sinh t cc cu hi
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5. Nm ngoi, ng b mua bao nhiu lt sa?
tr li: hn 10
Khng nn hi nhng g khng c sn trong tr nh
Nhng vn pht sinh t cc cu hi
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6. Ti sao ng b li ni nh vy?
tr li:
Rt khng c th, t nh vy l nh th no?
Nhng vn pht sinh t cc cu hi
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7. ngh xp hng nhng loi kem ny t 1 n 9
trn thang o s a thch.
Cho im khng phi l xp hng. S dng thutng tu tin, khng c th
Nhng vn pht sinh t cc cu hi
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8. C ph ho tan hay loi sy kh v gilnh tin li v kinh t hn?
M h, cu hi nc i.