Phep Thu Thi Hieu.sv
Transcript of Phep Thu Thi Hieu.sv
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Nguyn Th Thu H
nh gi cm quan TP
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HUTECH
PHP TH TH HIU
Phn 6 [Chng 13]
Php th th hiu20142
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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
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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
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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
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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)
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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
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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
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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.
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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
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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
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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:
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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
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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
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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
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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
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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
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HUTECH
Thang im
Php th th hiu201419
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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
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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
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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
?
?
?
?
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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.