8/10/2019 Phep Thu Thi Hieu.sv

1/23

HUTECHthuhari@yahoo.com

Nguyn Th Thu H

nh gi cm quan TP

8/10/2019 Phep Thu Thi Hieu.sv

2/23

HUTECH

PHP TH TH HIU

Phn 6 [Chng 13]

Php th th hiu20142

8/10/2019 Phep Thu Thi Hieu.sv

3/23

HUTECH

Mc ch

Ngi tiu dng c thch sn phm?

Thch sn phm no hn?

C chp nhn sn phm da trn c tnh

cm quan ca n khng?

Php th th hiu20143

8/10/2019 Phep Thu Thi Hieu.sv

4/23

HUTECH

Php th th hiu thc hin khi no?

C s khc bit v th hiu khi c s khcbit v tnh cht cm quan

Thc hin sau: Php th phn bit

Php th m tTin hnh giai on cui ca qu trnh

pht trinsnphmhay cuichu trnh thayicng thcsnphm

Thc hin trc khi tung sn phm ra ngoith trng

20144 Php th th hiu

8/10/2019 Phep Thu Thi Hieu.sv

5/23

HUTECH

Hedonic

c im:Phn ng yu thch ph thuc truyn thng vnha & kinh nghim c nhn

20145 Php th th hiu

Khng n nh theo thi gian

Bin i t c nhn ny sang c nhn khc

C kh nng bin i nh hc hinh hng n gin ca s hc hi

Ght Thch

8/10/2019 Phep Thu Thi Hieu.sv

6/23

HUTECH

nh hng n gin ca s hc hi

Xu hng t chi cc sn phm thc phmkhng quen thuc

20146 Php th th hiu

Neophobia Neophilic

0

1

2

3

4

5

6

0 5 10 20

S ln th

Mcathch

Pliner (1992) : 3 loi nc tri cy nhit i (A * 5, B*10, C*20)

8/10/2019 Phep Thu Thi Hieu.sv

7/23HUTECH

Yu cu

Dng cc thnh vin cha c hun luyn

Thch nghi thuc tnh tiu dng

So snh hn l nh gi tuyt i

Php th th hiu20147

8/10/2019 Phep Thu Thi Hieu.sv

8/23

HUTECH

La chn a im nh gi

Phng th nghim c nh (fixedlaboratory)

Phng th nghim di ng (central locationtest)

Ti nh (home-use test)

Tnh hung thc t (natural situation)

20148 Php th th hiu

8/10/2019 Phep Thu Thi Hieu.sv

9/23

HUTECH

La chn ngi tiu dng

i vi th nghim ch din ra mt ln Ni cng cng

Ni bn hng

Qua in thoi

Qua th tn Thng bo

i vi hi ng ngi tiu dng Khng qu 24 bui th (ti a 12 bui th cho mt

gia nh) trong khong thi gian 12 thng. Tng scc bui th khng qu 72 bui.

Php th th hiu20149

8/10/2019 Phep Thu Thi Hieu.sv

10/23

HUTECH

La chn php th

Php th cp i th hiu

Php th so hng (xp dy) th hiu

Php th cho im th hiu

Php th th hiu201410

8/10/2019 Phep Thu Thi Hieu.sv

11/23

HUTECH

5.1 Php th cp i th hiu

Nguyn tc thc hin

Trt t trnh by mu: AB & BA

p dng:

X l s liu: bng tra

Php th th hiu

Bn thch mu no hn?

431 579

201411

8/10/2019 Phep Thu Thi Hieu.sv

12/23

HUTECH

Phiu hng dn v phiu tr li

Php th th hiu

PHIU HNG DN

Mtbmugm2 dabnh biscuit scgiithiuchobn.

Xin vui lng thanh vbngnclctrckhibtuthmu.

Bn hy thnmmu theo th t t tri sang phiv xc nh

muno l mumbnthch hnbngcch KHOANH TRNm smu(bnbtbucphic mtlachn).

Cmnbntham gia.

M s ngi th:.. Ngy: .

Mu bn thch hn l mu:

358 426

201412

8/10/2019 Phep Thu Thi Hieu.sv

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HUTECH

5.2 Php th so hng th hiuHy sp xp cc mu theo s a thch

ca bnTrt t trnh by mu: Hnh vung Latin Williams: lnh williams(n)

trong Rp dng

X l s liu: Kim nh Friedman Tra bng gi tr ti hn khc bit khi

bit s ngi nh gi v s sn phmPhp th th hiu201413

8/10/2019 Phep Thu Thi Hieu.sv

14/23

8/10/2019 Phep Thu Thi Hieu.sv

15/23

HUTECH

S liu th

201415 Php th th hiu

P1 P2 P3 P4

S1 3 1 4 2

S2 3 1 2 4

S3 2 1 3 4S4 1 2 3 4

S5 3 1 2 4

RP R1 R2 R3 R4

8/10/2019 Phep Thu Thi Hieu.sv

16/23

HUTECH

Kim nh Friedman

Gi thuyt Hocc sn phm c u thch

nh nhau

P: s sn phmN: s ngi nh gi

RP: tng hng ca sn phm p

Ftest> Ftra bng bc b Ho

201416 Php th th hiu

)1(3...)1(

12 221

PNRRPNP

F p

8/10/2019 Phep Thu Thi Hieu.sv

17/23

HUTECH

So snh bi cc tng hng ca cc sn phm

Tnh s khc nhau nh nht c ngha

Nu |Ri - Rj| > LSD: mca thch cacc snphmi v j khc nhau c ngha

201417 Php th th hiu

6

)1(

PNPzLSD

V d: LSD = 1.96

5 x 4(4+1)

6= 8.00

p2 p1 p3 p4

6 12 14 18

vi = 0.05, z = 1.96;vi = 0.01, z = 2.576

8/10/2019 Phep Thu Thi Hieu.sv

18/23

HUTECH

5.3 Php th cho im th hiu

Nguyn tc thc hin

Trt t trnh by mu Hnh vung Latin

Mu hm nng

p dng:

X l s liu: ANOVA

Php th th hiu201418

8/10/2019 Phep Thu Thi Hieu.sv

19/23

HUTECH

Thang im

Php th th hiu201419

8/10/2019 Phep Thu Thi Hieu.sv

20/23

HUTECH

Phiu hng dn

Php th th hiu

PHIU HNG DN

Vui lng thanh vbngnclctrckhibtuthmimu.

Bnsnhnclnlt5 mubnh biscuit. Hy nmcc mubnh ny v chobitmc a thch cabn i vi tng mu bnh biscuit ln thang 9 im trongphiunhgibngcch nhducho vo immbncho l thch hpnht

Trong :im1: cck khng thch 6: hi thch

2: rtkhng thch 7: thch

3: khng thch 8: rtthch4: hikhng thch 9: cck thch5: khng thch cngkhng ght

Ghi ch: mtphiunhgi chdng cho mtmu

1 2 3 4 5 6 7 8 9

201420

8/10/2019 Phep Thu Thi Hieu.sv

21/23

HUTECH

Phiu tr li

Php th th hiu

PHIU NH GI

M s mu: . M s ngi th: . Ngy: .

1 2 3 4 5 6 7 8 9

201421

8/10/2019 Phep Thu Thi Hieu.sv

22/23

HUTECH

Bng cu hi iu tra

201422 Php th th hiu

CUHI

NHNTHC

CM

NHN

Thi quen, kinhnghim s dng,hiu bit v sn

phm

Mc a thchtrn sn phm

thc phm

A

THCH

C S,L DO

Gii thch

1

Phn nhm

2

3

4

?

?

?

?

8/10/2019 Phep Thu Thi Hieu.sv

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HUTECH

Tnh hung

201423 Php th th hiu

Mt cng ty sn xut tr xanh ng chai muntung ra th trngmt loisnphmmi. PhngR&D thchinphp thphn bitnhgiskhc bitvtnh chtcmquan casnphm

ny vi cc sn phm khc cng loi trn thtrng. Cng ty mun chc chn trc khi raquytnhtung ra thtrng. Ban Lnh ocngty yu cuphng R&D thchinmtphp thth

hiu vi cc nhm sn phm tng t trn thtrng.