{"id":521,"date":"2016-01-06T14:23:19","date_gmt":"2016-01-06T07:23:19","guid":{"rendered":"http:\/\/thitruongsi.com\/kinh-nghiem\/?p=521"},"modified":"2017-09-01T10:51:02","modified_gmt":"2017-09-01T03:51:02","slug":"tai-sao-cac-doanh-nghiep-can-nghien-cuu-thi-truong","status":"publish","type":"post","link":"https:\/\/thitruongsi.com\/kinh-nghiem\/tai-sao-cac-doanh-nghiep-can-nghien-cuu-thi-truong\/","title":{"rendered":"T\u1ea1i sao c\u00e1c doanh nghi\u1ec7p c\u1ea7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng"},"content":{"rendered":"<p><strong>Khi b\u1ea1n kinh doanh hay ti\u1ebfp th\u1ecb, b\u1ea1n c\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh r\u00f5 nh\u1eefng th\u00f4ng tin sau: <\/strong><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_69_1 counter-hierarchy ez-toc-counter ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title ez-toc-toggle\" style=\"cursor:pointer\">M\u1ee5c l\u1ee5c b\u00e0i vi\u1ebft<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/tai-sao-cac-doanh-nghiep-can-nghien-cuu-thi-truong\/#6_Loai_nghien_cuu_thi_truong_thuong_hay_ap_dung\" title=\"6 Lo\u1ea1i nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng hay \u00e1p d\u1ee5ng:\">6 Lo\u1ea1i nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng hay \u00e1p d\u1ee5ng:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/tai-sao-cac-doanh-nghiep-can-nghien-cuu-thi-truong\/#1_Nghien_cuu_hanh_vi_thai_do\" title=\"1) Nghi\u00ean c\u1ee9u h\u00e0nh vi th\u00e1i \u0111\u1ed9:\">1) Nghi\u00ean c\u1ee9u h\u00e0nh vi th\u00e1i \u0111\u1ed9:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/tai-sao-cac-doanh-nghiep-can-nghien-cuu-thi-truong\/#2_Nghien_cuu_theo_phan_khuc_thi_truong\" title=\"2) Nghi\u00ean c\u1ee9u theo ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng:\">2) Nghi\u00ean c\u1ee9u theo ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/tai-sao-cac-doanh-nghiep-can-nghien-cuu-thi-truong\/#3_Nghien_cuu_dinh_vi\" title=\"3) Nghi\u00ean c\u1ee9u \u0111\u1ecbnh v\u1ecb:\">3) Nghi\u00ean c\u1ee9u \u0111\u1ecbnh v\u1ecb:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/tai-sao-cac-doanh-nghiep-can-nghien-cuu-thi-truong\/#4_Nghien_cuu_ve_gia\" title=\"4) Nghi\u00ean c\u1ee9u v\u1ec1 gi\u00e1:\">4) Nghi\u00ean c\u1ee9u v\u1ec1 gi\u00e1:<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/tai-sao-cac-doanh-nghiep-can-nghien-cuu-thi-truong\/#5_Nghien_cuu_ve_quang_cao_TVC_cua_mot_san_pham_hay_thuong_hieu\" title=\"5) Nghi\u00ean c\u1ee9u v\u1ec1 qu\u1ea3ng c\u00e1o (TVC c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u)\">5) Nghi\u00ean c\u1ee9u v\u1ec1 qu\u1ea3ng c\u00e1o (TVC c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/tai-sao-cac-doanh-nghiep-can-nghien-cuu-thi-truong\/#6_Nghien_cuu_ve_suc_khoe_thuong_hieu_6_thang_1_lan\" title=\"6) Nghi\u00ean c\u1ee9u v\u1ec1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u (6 th\u00e1ng 1 l\u1ea7n)\">6) Nghi\u00ean c\u1ee9u v\u1ec1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u (6 th\u00e1ng 1 l\u1ea7n)<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>S\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 nh\u01b0 th\u1ebf n\u00e0o?<\/p>\n<p>Kh\u00e1ch h\u00e0ng l\u00e0 ai?<\/p>\n<p>\u0110i\u1ec3m n\u1ed5i b\u1eadt, kh\u00e1c bi\u1ec7t c\u1ea7n nh\u1ea5n m\u1ea1nh?<\/p>\n<p>T\u00ean th\u01b0\u01a1ng hi\u1ec7u?<\/p>\n<p>B\u00e1n gi\u00e1 tr\u00ean th\u1ecb tr\u01b0\u1eddng bao nhi\u00eau?<\/p>\n<p>Doanh thu ?<\/p>\n<p>\u0110\u1ec3 bi\u1ebft \u0111\u01b0\u1ee3c t\u1ea5t c\u1ea3 \u0111i\u1ec1u \u0111\u00f3, b\u1ea1n c\u1ea7n ph\u1ea3i ti\u1ebfn h\u00e0nh nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng tr\u01b0\u1edbc th\u00ec m\u1ee9c \u0111\u1ed9 th\u00e0nh c\u00f4ng c\u1ee7a b\u1ea1n s\u1ebd cao h\u01a1n:<\/p>\n<p><strong><u>C\u00e1ch th\u1ee9c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng:<\/u><\/strong><\/p>\n<p><strong>\u00a0Theo m\u1ee5c \u0111\u00edch<\/strong>: ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng, \u0111\u1ecbnh v\u1ecb, s\u1ea3n ph\u1ea9m, gi\u00e1, ph\u00e2n ph\u1ed1i, xu h\u01b0\u1edbng, l\u1ed1i s\u1ed1ng, nhu c\u1ea7u, xu h\u01b0\u1edbng \u2026<\/p>\n<p><strong>H\u00ecnh th\u1ee9c ti\u1ebfp c\u1eadn<\/strong>: \u0111\u1ecbnh t\u00ednh &amp; \u0111\u1ecbnh l\u01b0\u1ee3ng<\/p>\n<p>Theo \u0111\u1ed1i t\u01b0\u1ee3ng \u0111\u01b0\u1ee3c kh\u1ea3o s\u00e1t &amp; c\u00e1ch thu th\u1eadp:<\/p>\n<p><strong>Ng\u01b0\u1eddi ti\u00eau d\u00f9ng<\/strong>: m\u1eabu kh\u00f4ng c\u1ed1 \u0111\u1ecbnh v\u00e0 m\u1eabu c\u1ed1 \u0111\u1ecbnh<\/p>\n<p><strong>C\u00e1c lo\u1ea1i ph\u1ecfng v\u1ea5n:<\/strong><\/p>\n<p><strong>Tr\u1ef1c ti\u1ebfp: <\/strong>interview qua door to door (b\u1ea1n ph\u1ea3i t\u1edbi t\u1eadn nh\u00e0 \u0111\u1ec3 ph\u1ecfng v\u1ea5n), interview group (cho s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m v\u00e0 tr\u1ea3 l\u1eddi t\u1eebng nh\u00f3m ng\u01b0\u1eddi\/0, interview d\u1ea1ng face to face (1 ph\u1ecfng v\u1ea5n vi\u00ean h\u1ecfi 1 \u0111\u00e1p vi\u00ean)<\/p>\n<p><strong>Gi\u00e1n ti\u1ebfp: <\/strong>interview qua \u0111i\u1ec7n tho\u1ea1i, qua mail\u2026.<\/p>\n<p><strong>Th\u1eddi gian: <\/strong><\/p>\n<p><strong>\u0110\u1ed1i v\u1edbi s\u1ea3n ph\u1ea9m (ch\u1ea5t l\u01b0\u1ee3ng v\u00e0 TVC): <\/strong>tr\u01b0\u1edbc khi ra s\u1ea3n ph\u1ea9m v\u00e0 sau khi ra s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c 3 th\u00e1ng<\/p>\n<p><strong>\u0110\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u: <\/strong>chu k\u1ef3 6 th\u00e1ng s\u1ebd nghi\u00ean c\u1ee9u 1 l\u1ea7n (t\u00f9y theo quy m\u00f4 c\u1ee7a m\u1ed7i c\u00f4ng ty)<\/p>\n<h3><span class=\"ez-toc-section\" id=\"6_Loai_nghien_cuu_thi_truong_thuong_hay_ap_dung\"><\/span><strong>6 Lo\u1ea1i nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng th\u01b0\u1eddng hay \u00e1p d\u1ee5ng:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h3><span class=\"ez-toc-section\" id=\"1_Nghien_cuu_hanh_vi_thai_do\"><\/span><strong>1) Nghi\u00ean c\u1ee9u h\u00e0nh vi th\u00e1i \u0111\u1ed9:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol>\n<li>\u0110o l\u01b0\u1eddng nh\u1eadn bi\u1ebft s\u1ea3n ph\u1ea9m<\/li>\n<li>\u0110o l\u01b0\u1eddng s\u1eed d\u1ee5ng s\u1ea3n ph\u1ea9m<\/li>\n<li>\u0110o l\u01b0\u1eddng vi\u1ec7c mua s\u1ea3n ph\u1ea9m<\/li>\n<li>Ph\u00e2n t\u00edch th\u00e1i \u0111\u1ed9<\/li>\n<li>Ph\u00e2n t\u00edch h\u00ecnh \u1ea3nh s\u1ea3n ph\u1ea9m &amp; th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<\/ol>\n<h3><span class=\"ez-toc-section\" id=\"2_Nghien_cuu_theo_phan_khuc_thi_truong\"><\/span><strong>2) Nghi\u00ean c\u1ee9u theo ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol>\n<li>Quy tr\u00ecnh v\u00e0 quy\u1ebft \u0111\u1ecbnh ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng<\/li>\n<li>Ph\u00e2n t\u00edch ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng b\u1eb1ng bi\u1ebfn s\u1ed1 t\u00ecnh tr\u1ea1ng kinh t\u1ebf x\u00e3 h\u1ed9i<\/li>\n<li>Ph\u00e2n t\u00edch ph\u00e2n kh\u00fac th\u1ecb tr\u01b0\u1eddng b\u1eb1ng bi\u1ebfn s\u1ed1 h\u00e0nh vi<\/li>\n<li>M\u00f4 t\u1ea3 v\u00e0 t\u00ednh quy m\u00f4 t\u1eebng ph\u00e2n kh\u00fac<\/li>\n<\/ol>\n<h3><span class=\"ez-toc-section\" id=\"3_Nghien_cuu_dinh_vi\"><\/span><strong>3) Nghi\u00ean c\u1ee9u \u0111\u1ecbnh v\u1ecb:<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol>\n<li>\u0110o l\u01b0\u1eddng \u0111\u1ecbnh v\u1ecb<\/li>\n<li>\u0110\u1ecbnh v\u1ecb b\u1eb1ng thu\u1ed9c t\u00ednh s\u1ea3n ph\u1ea9m<\/li>\n<li>\u0110\u1ecbnh v\u1ecb b\u1eb1ng h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u Row and Column Points, Symmetrical Normalization t\u00ean th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>Ph\u00e2n t\u00edch bao b\u00ec v\u00e0 k\u00edch c\u1ee1 s\u1ea3n ph\u1ea9m<\/li>\n<\/ol>\n<h3><span class=\"ez-toc-section\" id=\"4_Nghien_cuu_ve_gia\"><\/span><strong>4) Nghi\u00ean c\u1ee9u v\u1ec1 gi\u00e1: <\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol>\n<li>Gi\u00e1 qu\u00e1 r\u1ebb nghi ng\u1edd v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng<\/li>\n<li>Gi\u00e1 qu\u00e1 cao kh\u00f4ng mu\u1ed1n mua<\/li>\n<li>Gi\u00e1 ph\u00f9 h\u1ee3p<\/li>\n<\/ol>\n<h3><span class=\"ez-toc-section\" id=\"5_Nghien_cuu_ve_quang_cao_TVC_cua_mot_san_pham_hay_thuong_hieu\"><\/span><strong>5) Nghi\u00ean c\u1ee9u v\u1ec1 qu\u1ea3ng c\u00e1o (TVC c\u1ee7a m\u1ed9t s\u1ea3n ph\u1ea9m hay th\u01b0\u01a1ng hi\u1ec7u)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol>\n<li>Tr\u1eafc nghi\u1ec7m \u00fd t\u01b0\u1edfng qu\u1ea3ng c\u00e1o<\/li>\n<li>Ph\u00e2n t\u00edch l\u1ef1a ch\u1ecdn qu\u1ea3ng c\u00e1o<\/li>\n<li>Ph\u00e2n t\u00edch ph\u01b0\u01a1ng ti\u1ec7n qu\u1ea3ng c\u00e1o v\u00e0 quy\u1ebft \u0111\u1ecbnh l\u1ef1a ch\u1ecdn ph\u01b0\u01a1ng ti\u1ec7n<\/li>\n<li>Ph\u00e2n t\u00edch \u0111o l\u01b0\u1eddng k\u1ebft qu\u1ea3 th\u1ef1c hi\u1ec7n qu\u1ea3ng c\u00e1o<\/li>\n<\/ol>\n<h3><span class=\"ez-toc-section\" id=\"6_Nghien_cuu_ve_suc_khoe_thuong_hieu_6_thang_1_lan\"><\/span><strong>6) Nghi\u00ean c\u1ee9u v\u1ec1 s\u1ee9c kh\u1ecfe th\u01b0\u01a1ng hi\u1ec7u (6 th\u00e1ng 1 l\u1ea7n)<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ol>\n<li>\u0110\u1ed9 nh\u1eadn bi\u1ebft<\/li>\n<li>Ch\u1ea5t l\u01b0\u1ee3ng c\u1ea3m nh\u1eadn<\/li>\n<li>Li\u00ean t\u01b0\u1edfng &amp; h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u<\/li>\n<li>M\u1ee9c \u0111\u1ed9 trung th\u00e0nh 6. Ph\u00e2n t\u00edch v\u1ecb tr\u00ed v\u00e0 h\u00ecnh \u1ea3nh th\u01b0\u01a1ng hi\u1ec7u\/c\u00f4ng ty<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>Khi b\u1ea1n kinh doanh hay ti\u1ebfp th\u1ecb, b\u1ea1n c\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh r\u00f5 nh\u1eefng th\u00f4ng tin sau: S\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 nh\u01b0 th\u1ebf n\u00e0o? Kh\u00e1ch h\u00e0ng l\u00e0 ai? \u0110i\u1ec3m n\u1ed5i b\u1eadt, kh\u00e1c bi\u1ec7t c\u1ea7n nh\u1ea5n m\u1ea1nh? T\u00ean th\u01b0\u01a1ng hi\u1ec7u? B\u00e1n gi\u00e1 tr\u00ean th\u1ecb tr\u01b0\u1eddng bao nhi\u00eau? Doanh thu ? \u0110\u1ec3 bi\u1ebft \u0111\u01b0\u1ee3c t\u1ea5t c\u1ea3  &#8230;<\/p>\n","protected":false},"author":1,"featured_media":5521,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[46,69],"tags":[],"class_list":["post-521","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ban-le","category-quy-trinh-van-hanh-quan-ly"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>T\u1ea1i sao c\u00e1c doanh nghi\u1ec7p c\u1ea7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng - Th\u1ecb Tr\u01b0\u1eddng S\u1ec9 Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thitruongsi.com\/kinh-nghiem\/tai-sao-cac-doanh-nghiep-can-nghien-cuu-thi-truong\/\" \/>\n<meta property=\"og:locale\" content=\"vi_VN\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"T\u1ea1i sao c\u00e1c doanh nghi\u1ec7p c\u1ea7n nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng - Th\u1ecb Tr\u01b0\u1eddng S\u1ec9 Blog\" \/>\n<meta property=\"og:description\" content=\"Khi b\u1ea1n kinh doanh hay ti\u1ebfp th\u1ecb, b\u1ea1n c\u1ea7n ph\u1ea3i x\u00e1c \u0111\u1ecbnh r\u00f5 nh\u1eefng th\u00f4ng tin sau: S\u1ea3n ph\u1ea9m v\u00e0 d\u1ecbch v\u1ee5 nh\u01b0 th\u1ebf n\u00e0o? Kh\u00e1ch h\u00e0ng l\u00e0 ai? \u0110i\u1ec3m n\u1ed5i b\u1eadt, kh\u00e1c bi\u1ec7t c\u1ea7n nh\u1ea5n m\u1ea1nh? T\u00ean th\u01b0\u01a1ng hi\u1ec7u? B\u00e1n gi\u00e1 tr\u00ean th\u1ecb tr\u01b0\u1eddng bao nhi\u00eau? 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