TRỊNH hà xây DỰNG KÊNH PHÂN PHỐI TIÊU THỤ THẺ VIETTEL TRONG ký túc xá NHÀ g TRƯỜNG đại học CÔNG NGHIỆP THÀNH PHỐ hồ CHÍ MINH cơ sở THANH HOÁ




TIỂU LUẬN
MÔN: NGHIÊN CỨU MARKETING
ĐỀ TÀI:
XÂY DỰNG KÊNH PHÂN PHỐI TIÊU THỤ THẺ VIETTEL TRONG KÝ
TÚC XÁ NHÀ G - TRƯỜNG ĐẠI HỌC CÔNG NGHIỆP THÀNH PHỐ
HỒ CHÍ MINH – CƠ SỞ THANH HOÁ
GIẢNG VIÊN : PHẠM VĂN THẮNG
SINH VIÊN : TRỊNH THỊ HÀ
MSSV : 11018943
LỚP : DHQT7TH
THANH HÓA, THÁNG 10 NĂM 2013
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
NHẬN XÉT CỦA GIẢNG VIÊN











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



Sinh viên: Trịnh Thị Hà – MSSV: 11018943 - Lớp: DHQT7TH
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
DANH MỤC SƠ ĐỒ, BẢNG
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"'()*+,
"-
 !"#$%&'(')(*+',-"  .%%/% 010%0',02/"%,0'/$1/"'3
DANH MỤC BIỂU ĐỒ
.!/".*0120345*('4,
.!/".*0120345+6789
!/".*26:;9
.!//".*+*;6:<
.!/&".*2.+6:;<
.!/,".*'(4=-
.!/9".*+)>';?
.!/<".*01@:(+'=
.!/-".*26(=
.!/?".*+AB0
Sinh viên: Trịnh Thị Hà – MSSV: 11018943 - Lớp: DHQT7TH
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
MỤC LỤC
CDECFGHIJKLMCKNLOC
PJCDQHRSTUMCK
PJCDQHLVWST
QHXQH/
XYLCZLS[W
HD\RCK"]CK#WJCN^CS_
]CK#WJCN_D`a\YCK

XbPcHDdCS_eL
fDgNLCKDLOCHhW/
&ijH^WLVWXWEC/
HD\RCK"HRkXbXWEC&
iDlLCLmN_iOCDfDnCfDoL&
NJLapHIJiqCDfDnCfDoL&
HDhHCrCKHIJiOCDfDnCfDoL,
/PpCKHDMsiOCDfDnCfDoL9
&iOCDatHLjf<
,iOCDKLlCLjf<
9iOCDDuCDvf-
9H@7%():w:1-
9C20"-
9C2-
9C2A;-
9/C26Ax?
9&H64*?
9,C2:w:1*:?
99C2y4z
HD\RCK{D|CDUfD\RCKfDlfCKDLOC
{D|CDCKDLOCHhWS_FW^
"K$7@)}7~>'
DLjijCKDLOCHhW

Sinh viên: Trịnh Thị Hà – MSSV: 11018943 - Lớp: DHQT7TH
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
'(&
/MCKHnWD•L,
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,S1ƒ"<
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/ˆ%@7@:%.-
/#'.+:%.U…+U0+6>'$
/#'.:%.
/…+ *
/+6)4('
/DmDoCKiOCDfDnCfDoLgCKNLqqXaOCS`JeCDJCDDZJ
/ij#WMiDMcl&
/120345*(644&
/678,
/N76:;9
/C26:;9
/24.+6:;<
//D'(;-
///N+)-
//&N7+'=?
//,2'(=
//9XB0(ƒ
HD\RCK&"CDECFGNeS_FW^
&CDECFG"
&HlHS_FW^
Sinh viên: Trịnh Thị Hà – MSSV: 11018943 - Lớp: DHQT7TH
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng

&2.+6:;
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Sinh viên: Trịnh Thị Hà – MSSV: 11018943 - Lớp: DHQT7TH
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
LỜI NÓI ĐẦU
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Sinh viên: Trịnh Thị Hà – MSSV: 11018943 - Lớp: DHQT7TH Trang 1
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
CHƯƠNG 1: TỔNG QUAN VẤN ĐỀ
1.1. TỔNG QUAN VỀ THỊ TRƯỜNG
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Sinh viên: Trịnh Thị Hà – MSSV: 11018943 - Lớp: DHQT7TH Trang 2
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
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$%d,H7:I$P"Y,)*7,c')'(8<6$%+'$/6'$(K)*N*"Y*,>')f2}3W'
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:D#$]'($/6',W"'$0%'0$(*:b*')84*A,D,P"Y,)*7a,R:Y*P"7'(;$(&
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')k'X(/M'),D,(FLd7<{A3W'3W'2}$(*K$<GC89,X+'($(@')$*'?'d'(A
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1.2. LÍ DO CHỌN ĐỀ TÀI
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$(@'),c')C(D$$%*E'%\$:5'(AX€/$(0/R<6:I$:@*$%84')X*'(3/7'(W#
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:\#2/FN*,D,=5''`:q(8')$@*FJ':"Y'$(B,(*;':I$3BD'X*'(3/7'(
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E$(z2-,:&'(AF6:"Y'=*K$:&'(,R$(EP"M'$%d$(4*)*7'AP"M'$%d$6*,(*'(
'(8$(K'6/Z
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•#:5'(<89')$*+"$(l$(‚[*0$$0<$%+'d7=6''6#
1.3. PHẠM VI NGHIÊN CỨU
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$(l$(‚,H72*'(F*+'F6'(6,"'),\CUC(5:F*'(„(]'(F&FG#AEL%7
)*M*C(DCVT#3B')X+'(C(T'C(Y*$(‚[*0$$0<$%/')X]$j,Va'_'(6,H7
$%84')5*(b,@'))(*;C(6'((Y(]*'(89,(*;"P"M'(\$
Y*$89')')(*+',-" ,D,2*'(F*+''_…'(6,H7$%84')5*(b,@')
)(*;C(6'((Y(]*'(F6,D,,z7(6')=D'$(‚U
1.5. KẾT CẤU TIỂU LUẬN
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
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CHƯƠNG 2: CƠ SỞ LÍ LUẬN
2.1. KHÁI NIỆM VỀ KÊNH PHÂN PHỐI
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89,  F7*  $%S  F6  $T:  P"7'  $%b')  $%/')  F*;,  $*+"  $(l  2M'  C(•:  ,H7  3/7'(
')(*;C"#'(*+'A(*;''7#,S'$'$5*'(*L"P"7''*;:X(D,'(7"FLX+'(C(T'
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FN*)*D,M(9C<]
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3>')
2.2. VAI TRÒ CỦA KENH PHÂN PHỐI
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2.3. CHỨC NĂNG CỦA KÊNH PHÂN PHỐI
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(*K$<GC,D,:Y*P"7'(; 5/3B')F63"#$%&:Y*<*+'(;FN*'(_')
')84*:"7$*L:'`')
/6'$(*;'(6')(R7 Š6:,(/(6')(R7DC-')89,'(_')#+",W",M"
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')84*:"7A')(‡7<6$(B,(*;':I$C(W',@')F*;,,H7')84*2M'V"\$
6*$%9 ,(K$6*,(]'()*jC,(/,D,$(6'(F*+'X+'($%/')$(7'($/D'
7'2‚%H*%/ Š*+'P"7'K'P"D$%&'(C(T'C(Y*
2.4. DÒNG CHẢY KÊNH PHÂN PHỐI
D,3S'),(M#,(H#K"$%/')X+'(<6 fS'),("#E'P"#L'2U(_"A3S')
2M'C(•:A3S')$('$*'A3S')Vj,$*K'F63S')$(7'($/D'
fS'),("#E'P"#L'2U(_" (E(*;'F*;,,("#E'P"#L'2U(_"2M'C(•:
$h$(6'(F*+''6#27')$(6'(F*+'X(D,$%/')X+'(C(T'C(Y*fS'),("#E'2U
(_"89,:@$M'(827" 
)84*2M'V"\$QD'="@'QD'<‚)84*$*+"3>'),"Y*,>')
fS')2M'C(•: f*•'$MF*;,FG',("#E'(6')(R7FG$C(•:$(B,2B$%/')
X(@'))*7'F6$(4*)*7'$hd7*E:2M'V"\$$N*d7*E:$*+"3>')P"7(;$(Y')

X(/$6')F6C(8')$*;'FG'$M*
fS')2M'C(•:,(/=*K$2BC(D$2*'(,(*C(]F6$(4*)*7',W'$(*K$E$(B,
(*;',D,,@')F*;,C(T'C(Y*FG$,(\$$%/'):I$X+'(C(T'C(Y*'(\$d'(fS')
2M'C(•:X(@')X*+'P"7'$%B,$*KC$N*3S'),("#E'P"#L'2U(_"'(8')'R<5*
,RF7*$%SP"7'$%b')Y*FN*F*;,$*K$X*;:,(*C(]A)*M:=N$$(4*)*7'X(*C(T'
C(Y*2M'C(•:fS')2M'C(•:89,:@$M'(827"
)84*2M'V"\$‹e[G'$M*g‹QD'="@'‹e[G'$M*g‹QD'<‚‹)84*
$*+"3>')
fS')$(7'($/D' Š63S')FG'I')')89,,(*L",H7$*L'$;F6,(-')$h
$(7'($R7$h')84*:"7,"Y*,>')P"7,D,$%"'))*7'$%U<5*')84*2M'V"\$fS')
$(7'($/D'89,:@$M'(827" 
)84*2M'V"\$ŒQD'="@'ŒQD'<‚Œ)84*$*+"3>')27",>')
fS')$(@')$*' ,(/$(\#)*_7,D,$(6'(F*+'$%/')X+'($%7/?*$(@')$*'
FN*'(7"A,R$(E<6$%7/?*)*_7,D,$(6'(F*+'XK,G'(/O,X(@')XK,G'fS')
$(@')$*'89,:@$M'(827" 
)84*2M'V"\$Œ‹QD'="@'Œ‹QD'<‚Œ‹')84*$*+"3>'),"Y*,>')
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fS')Vj,$*K' @$M'(_')(/5$I')Vj,$*K'X("#K'$%8')(~$%9<J'
'(7")*_7,D,$(6'(F*+'X+'(
2.5. KÊNH TRỰC TIẾP
T#<6</5*X+'(C(T'C(Y*:6P"7R')84*2M'V"\$=D'(6')$%89,$*KC
,(/')84*$*+"3>')X(@')$(@')P"7=\$Xi:I$$%"'))*7''6/(*2z3l')
</5*X+'('6#<9*'("G',H73/7'(')(*;CX(@')=d,(*72‚,(/,D,$%"'))*7'
X(D,A:O$X(D,3/7'(')(*;C,R,(I*$*KCVj,$%89,$*KCFN*X(D,((6')3/
FG#,R$(E'k:=k$,(]'(VD,'(",W",H7')84*$*+"3>'),c')'(82B$(7#?*
'(",W""#'(*+'</5*X+'('6#,(t$(],((9CFN*'(_')/5'$(d$%84')X(D,(
(6')$GC$%"')FL:O$d7<]
2.6. KÊNH GIÁN TIẾP
T#<6</5*X+'(:6)*_7')84*2M'V"\$F6')84*$*+"3>')V"\$(*;'

'(*L"$%"'))*7'X(D,'(7"<6'(*;:Fl87(6')(R7$h')84*2M'V"\$K'$7#
')84*3>')%/')</5*X+'('6#(6')(R7,"703/7'(')(*;C,R$(E89,$*+"
$(lFN*$Y,I'(7'(('AX(Y*<89')<N'('AF62M'C(•:89,$*+"$(l$%+'
:I$d7=6'%I')<N'('[*;,2z3l')</5*X+'('6#,R$(E<6:)*M::I$C(W'
<9*'("G',H73/7'(')(*;C3/C(M*,(*72‚FN*,D,$%"'))*7'X(D,%/')X+'(
)*D'$*KC')84*$7,R$(E,(*7%7<6:,D,</5*X+'(,R:-,I36*(5'X(D,'(7"
3B7F6/2Y<89'),D,$%"'))*7',R$%/')X+'(
Kênh một cấp T#<6</5*X+'(')k''(\$$%/'),D,X+'()*D'$*KC$%/')
X+'('6#,(tV"\$(*;':I$</5*$%"'))*7'$%/')P"D$%&'(C(T'C(Y*2M'C(•:A
R,R$(E<6')84*=D'<‚$%/')X+'($*+"3>'),D'(T'A,R$(E')84*C(T'C(Y*
,@')')(*;C(/O,5*<]$%/')X0'($*+"3>'),@')')(*;C
Kênh hai cấp %/')X+'('6#,R$(+:')84*=D'="@'Y*FN*X+'($*+"
3>'),D'(T'AF6,R,M5*<]F6')84*C(T'C(Y*,@')')(*;C$%/')X+'($*+"
3>'),@')')(*;CY*FN*(6')(R7$*+"3>'),D'(T'AX+'('6#$(84')89,
3>')Y*FN*'(_')(6')(R7,R)*D$%d'Fd$(\CF6$(84'89,:"7$(8')
V"#+'
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Kênh ba cấp Š/5*X+'('6#$(84'),(t89,2z3l')Y*FN*'(_')(6')
(R7F63d,(Fl,D'(T'%/')X+'('6#V"\$(*;'$(+:')84*5*<]=+',5'(
')84*=D'="@'F6=D'<‚A:I$5*<]89,2z3l')E)*jCC(Y*(9C,7"'),\C
2M'C(•:FN*X(Y*<89')<N'
2.7. KÊNH HỖN HỢP
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</5*X+'(,>'):I$<j,EC(T'C(Y*:I$(/O,'(*L"2M'C(•:$%+':I$X("Fl,
$(*$%84')(/O,'(*L"X("FB,$(d$%84')X(D,'(7"
2.7.1. Các thành viên trong kênh phân phối
2.7.1.1. Người sản xuất:
)84*2M'V"\$$(84')89,,/*<6')84*=D'$(-'(\$A(b=D',D*:6(b
2M'V"\$%7*E:V"\$C(D$,H7P"D$%&'(FG'I'),M"(6')(R7$h'*2M'V"\$A

$h,(]'('*:6'R89,$5/%7T#,c'),(]'(<6')84*)*_F7*$%S*E"X(*E'
X+'(A$%/')'(*L"$%84')(9C(b<6')84*87%7,D,P"#K$d'(FL$?,(j,X+'(
2.7.1.2. Người bán buôn
T#<6'(_')')84*$(B,(*;'(/5$I')$(8'):5*$("W'$j#A:"7E
=D'O,$%8'),=M',H7</5*$%"'))*7'<6:"7=D'FN*:I$X(Y*<89')<N':I$
</5*(6')(R7'6/R(_')')84*=D'="@',R$(E<6,W"'Y*)*_7')84*2M'
V"\$FN*')84*$*+"3>'),"Y*,>')$%/')<‡'(FB,$*+"3>'),@')')(*;CA,R$(E
<6,W"'Y*)*_7')84*2M'V"\$F6,D,$%"'))*7'X(D,$%/')X+'($*+"3>'),D,
'(T'
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$%84')(9C(b,RX(M'`')X(Y'),(K$(d$%84'),(*C(Y*,M')84*2M'V"\$F6
')84*=D'<‚
2.7.1.3. Người bán lẻ
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')84*2M'V"\$E=D'<5*,(/')84*$*+"3>')27",>')
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')84*2M'V"\$,c')'(8')84*=D'="@'
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<5*,RV"(8N')$(*K$<GC:Y*P"7'(;$%B,$*KCFN*')84*2M'V"\$E(&'($(6'(
'+''(_')X+'(')k'U'(_')$(d$%84')$GC$%"')O$X(D,T#<6'(_')
')84*$*KCVj,$%B,$*KCFN*')84*$*+"3>')27",>'),(/'+'(b,R<9*$(K<N'
$%/')F*;,$&:(*E"A'k:=k$'(",W"F6$(d(*K"')84*$*+"3>')A'(\$<6'(_')
'(",W"'<‚AC(T'$D'A,RX(M'`')$(],(-')'(7'(FN*2B=*K'I'),H7$(d
$%84')
2.7.1.4. Người đại lý
T#<6:I$</5*X*'(3/7'(<6,(-,'`')$%"'))*7'$%/')P"D$%&'(FG'
I'),H7(6')(R75*<]X(@'),RP"#L'2U(_"(6')(R7:6,(t$(B,(*;'

F*;,C(T'C(Y*A$*+"$(l(6')(R7,(/3/7'(')(*;CF6'(G'89,<9*],($(@')
P"7$m<;(/7(')3/(7*=+'$(„7$("G'
*_75*<]F63/7'(')(*;CC(M*,>')'(7"X{(9C5*<{%/')(9C
')P"*d'(%•P"#L'<9*F6$%D,('(*;:,H7:~*=+'$%/')P"D$%&'($*+"$(l
2M'C(•:
2.7.1.5. Chi nhánh đại diện
 (B,(*;'F*;,$GC(9C,D,'(6')F6$?,(-,$(B,(*;''(6')
'6#')$(4*$(*K$<GC:Y*P"7'(;$*KCVj,$(`:3S$(d$%84')A$(B,(*;',@')
F*;,=D'(6')'(8'(_')')84*=D'="@',("#+'')(*;C(*'(D'(5*3*;'
,c'),"'),\C:I$2Y3d,(Fl,(/X(D,((6')')$(4*<6,W"'Y*)*_7')84*
2M'V"\$F6X(D,((6')$%/')F*;,)*M*P"#K$,D,$%7'(,(\CC(D$2*'(
2.7.1.6. Người phân phối công nghiệp
T#<6'(_')$%"'))*7',(tV"\$(*;'$%"')X0'($*+"3>'),@')')(*;CA
'(_')$%"'))*7''6#U:I$X(]7,5'('6/R(b)W')*Y')'(8')84*=D'="@'
$%/')X+'$*00*3>'),D,'(T'b<6'(_')')84*:"72M'C(•:,H7,@')$#FN*
X(Y*<89')<N'E,"'),\C,(/,D,X(D,((6'),@')')(*;C
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2.7.1.7. Người tiêu dùng
T#<6')84*2z3l')2M'C(•::"789,F6/F*;,$(•7:a''(",W",H7
(b84*$*+"3>')<6:B,$*+"F6,c')<6],(:6')84*2M'V"\$C(M*(8N')$N*

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CHƯƠNG 3. MÔ HÌNH, PHƯƠNG PHÁP NGHIÊN
3.1. MÔ HÌNH NGHIÊN CỨU ĐỀ XUẤT
7"X(*X(M/2D$A$@*VT#3B'):@(&'(')(*+',-"LV"\$F6$(B,(*;'
D'()*D$(0/:@(&'(')(*+',-"'6#E%j$%7,D,)*M*C(DCEVT#3B')X+'(
C(T'C(Y*$*+"$(l$(‚[*0$$0<$5*X]$j,VD'_'(6,H7$%84')5*(b,@')
)(*;C(6'((Y(]*'(

Bảng 3.1 Mô hình nghiên cứu đề xuất.
STT NỘI DUNG NGHIÊN CỨU
 (D,((6')e2*'(F*+''_'(6g
 (R*P"0'$*+"3>')e2*:A:;'()*D'5CA2Y<W''5CA')6#'5CA'*:"7
‰g
q ("'(GC
 D,F\'LP"7'$T:e)*D,MA$(T'P"0'A$(D*IC(l,FlA$("G'$*;'X*
:"7AX("#K':a*g
o U$(],(e(&'($(-,)*7/3d,(g
 (6,"'),\C
 E<5*$(‚
q -,,(*K$X(\"
 d7*E:
o "7,(d"
x Y$*L',(/,(d"
Ž (4*(5',(/'9
• Ša*2"\$
• D,F\'LP"7'$T:
‘ &'($(-,)*7/3d,(
Bảng 3.2: Giả thuyết và kỳ vọng của các biến nghiên cứu
Biến độc lập
Giả
thiết
Phát biểu
Kỳ
vọng
("'(GC  ("'(GC,H7,D,=5'2*'(F*+',6'),7/$(&
3/7'($("=D'$(‚,6'),7/
e’g
*: q D,=5'2*'(F*+'3>')2*:[*0$$0<,6') e’g

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'(*L"$(&3/7'($("=D'$(‚,6'),7/
;'()*D'5C  ;'()*D'5C,6'),7/$(*3/7'($("=D'
$(‚,6'),7/
e’g
Y<W''5C$(E o Y<W''5C$(‚,6')'(*L"$(&3/7'($("=D'
$(‚,6'),7/
e’g
*'5C$(‚ x *'5C$(‚,6'))W'$(&3/7'($("=D'$(‚
,6'),7/
e’g
(D*IC(l,Fl Ž (D*IC(",Fl,6')$Y$$(&3/7'($("=D'
$(‚,6'),7/
("#K':5* • ("#K':a*,6')'(*L"$(&3/7'($("=D'
$(‚,6'),7/ e’g
-,,(*K"X(\" • -,,(*K"  X(\" ,6') ,7/  $(& 3/7'( $("
=D'$(‚,6'),7/
e’g
Y<89'):"7,(d" ‘ Y<89'):"7,(d",6')<N'$(&3/7'($("
=D'$(‚,6'),6'),7/
Ša*2"\$ u <a*2"\$,6')$(\C$(&<9*'("G'=D'$(‚,6')
,7/
3.3 THIẾT KẾ NGHIÊN CỨU
3.3.1. Tiến độ các bước nghiên cứu
(B,(*;'')(*+',-"=7/):q=8N,,(]'('(827"
Bảng 3.3. Tiến độ các bước nghiên cứu
Bước Dạng Phương pháp Kỹ thuật Thời gian
 =I d'($]'( (M/<"G' q$"W'
q (]'($(-, d'(<89') *L"$%7P"7=M'),T"(„* o$"W'

Q8N, (B,(*;'')(*+',-"2=Id'($]'()(*+',-"d'($]'('6#
89,$(B,(*;'$(@')P"7X“$("G$$(M/<"G'FN*:I$36'=6*2/5'2ˆ'EX(7*
$(D,,D,F\'LV"')P"7'(L$6*A3B7$%+''L'$M'),H7,2U<{$("#K$K$
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P"M,H7P"D$%&'(')(*+',-"2}(/6'$(*;'=M'),T"(„*ea89,C(D$$(M/
$%8N,RƒV0:C(l<l,g
Q8N,q Š6')(*+',-",(]'($(-,d'(<89')):q)*7*/5'*7*/5'
W"2}$*K'(6'(*L"$%7$%B,$*KCX(/M')u')84*A'(s:VD,<GC$]'(<@)*,,H7
=M'),T"(„*(7#E</5*=N$'(_')=*K'89,V0:<6$(-#K"F6X(@')P"7'
$T:*7*/5'XK$*KC2}$%*E'X(7*F*;,*L"$%7=s')=M'),T"(„*
D,3_<*;"27"X(*$("$(GC2}89,Vz<{=s')C(W':L:Žu7"
X(*:a(R7F6<6:25,(A3_<*;"2}89,87F6/Vz<{F6C(T'$],(E:@$MP"7
,D,,@'),lC(T'$],(27"
!"#$%&'(')(*+',-"
/6'=IP"#$%&'(')(*+',-",R$(E:@$M$(0/$%&'($B27" VD,d'(F\'
L')(*+',-"A,2U<{$("#K$A36'=6*$(M/<"G'AC(„')F\'$(zA=M'),T"(„*
”•A(*;",(t'(A=M'),T"(„*,(]'($(-,AC(„')F\',(]'($(-,e$("$(GC$(@')
$*'gAVz<{A,"Y*,>')<6=D/,D/')(*+',-"
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NGHIÊN CỨU SƠ BỘ
NGHIÊN CỨU CHÍNH THỨC
…D,d'(F\'L')(*+',-"
2U<{$("#K$
@(&'(')(*+',-"
f6'=6*$(M/<"G'
e'–x‰ug
(„')F\'$(z
e'–x‰ug
Bảng câu hỏi chính

thức
(R')F\',(]'($(-,
e'–ug
BÁO CÁO
Xử lý thông tin
Xử lý thông tin
Bảng câu hỏi [1]
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
Sơ đồ 3.1: Quy trình nghiên cứu
!"#$%&'($%+'89,=k$W"$hVD,d'(F\'L')(*+',-"T#<6=8N,
P"7'$%b')EVD,d'(F\'L89,87%7,R$(B,2B,W'$(*K$,(/'(6$%84')
F6C(>(9CFN*X(M'`'),H7')84*')(*+',-"(7#X(@')E$(B,(*;'89,
=8N,'6#A$D,)*MaO$%7,D,,T"(„*F6$B$%M<4*EVD,d'(F\'L'6/<6
$(],((9C'(\$
3.3.2. Thang đo
)(*+',-",(H#K"2z3l')$(7')/f7'(')(‡7F6$(7')/Š*X0%$A
$(7')/VKC(5')$(0/$(-$B,(/,D,X(D*'*;:
(7')/f7'(')(‡7e$(7')/=*E"37'(g<6</5*$(7')/d'($]'(E
C(T'</5*,D,Y*$89') )*N*$]'(A$%&'(IA$("'(GCAI$"?*l,],(,(H#K"
<62z3l'),(/C(T'$],(2BX(D,=*;$FL$(D*I)*_7,D,'(R:')(*+',-"
)/6*%7')(*+',-",S'2z3l')$(7')/VKC(5')$(-$BAX“$("G$'6#S*(„*
DCF*+'VKC(5'):-,IP"7'$%b'))*_7,D,$*+",(]
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Hiệu
chỉnh
Bài tiểu luân môn Nghiên cứu Marketing GVHD: Phạm Văn Thắng
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=s'),D,,/'2YEC(T',\C$(0/:-,I$`')3W'(7#)*M:3W'$hvC(M'Y*w
K'v'){w(7#')89,<5*fB7F6/,D,,\C$%/')$(7')/A)*D/F*+'2},(/
=*K${X*K'D'()*D,H7:&'(=s'),D,(D'(3\",D,C(T',\C$(],((9C%/')

')(*+',-"'6#$(&$(7')/Š*X0%$89,2z3l')'(*L"'(\$'(s:D'()*D:-,
I(6*<S')A:-,IP"7'$%b')Y*FN*(6$%84')"#'(*+'A$(7')/'6#,R
'(89,*E:<6)*D/F*+'2}$%M<4*$(0/x:-,Id'(2ˆ'AX(@')$(E(*;'89,
{X*K'%*+'),H7:&'(f/RA$D,)*M2}X(@')$("89,$(+:'(_'){X*K':N*
F6X(RX(`'X(*87%7'(_')X*K'')(d,(/(6$%84')[&FG#$D,)*MX(k,
C(l,'(89,*E:'6#=s'),D,(O$$(+:,T"(„*:UE$("$(+:{X*K'
(7')VKC(5')$(0/$(-$B f>')EVKC(5'),D,FG$(7#(*;'$89')
$(0/:I$$(-'(\$d'(FN*2/2D'(d'($]'(A'(8')X(@'),(/=*K$3_<*;"d'(
<89')
(7')VKC(5')3>')E2/2D'(F689,VKC$h$(\CK',7/(/O,')89,
<5*
Bảng 3.2: Thang đo các khái niệm
 (D*'*;: f*•')*M*
 -,IP"7'$T: (7')/Š*X0%$x*E:
q ("'(GC o)*D$%d
 *;'$(/5* q)*D$%d
o z3l')2*: o)*D$%d
x Y<W''5C$(‚ o)*D$%d
3.4. BẢNG CÂU HỎI
(*K$XK=M'),T"(„*Fh7R')Fh7:UI$=M'),T"(„*):,R=7C(W'
(W')*N*$(*;" )*N*$(*;":l,],(C(„')F\'A,M:'
(W''I*3"') =7/):'(_'),T"(„*F62B<B7,(b'EX(D,((6'),R
$(E$%M<4*$(0/{,H7$D,)*M
(W'P"M'<{ '(_')$(@')$*'FL,D'(T',H7DCF*+''(s:E(*;"
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,(t'(2Y<*;"X(*27*2R$,R$(E$&:K'X(D,((6')EC(„')F\'<5*
3.5. MÃ HÓA CÁC BIẾN QUAN SÁT
`',-F6/,D,,T"(„*$%/')C(*K"X(M/2D${X*K''(T'F*+'a$("$(GC
89,A$D,)*M$*K'(6'(:a(R7,D,=*K''(827"

Stt Mã hóa Diễn giải
 (D,((6')
  Q5',R2z3l')*;'$(/5*3*I')X(@')
q q *;'$5*=5'7')2z3l')2*:)&Z
  6')$(D')7*<6')84*'5C$(‚,(/=5'
o o Q&'(P"T'=5'$(84')'5C$(‚=7/=7/'(*+"<W'n$(D')Z
x x Q5'$(84')36'(=7/'(*+"$("'(GC,H7:&'(E'5C$(‚
*;'$(/5*Z
Ž Ž ;'()*D$(‚=5'$(84')'5CZ
• • (*,(b':"7$(‚A=5'P"7'$T:K')*D,M'(8$(K'6/Z
• • (*,(b':"7$(‚A=5'P"7'$T:K'2B$(T'P"0''(8$(K
'6/Z
‘ ‘ (*,(b':"7$(‚A=5'P"7'$T:K'$(D*IC(l,Fl'(8$(K
'6/Z
u u (*,(b':"7$(‚A=5'P"7'$T:K'$("G'$*+:X(*:"7
'(8$(K'6/Z
  (*,(b':"7$(‚A=5'P"7'$T:K'X("#K':5*'(8$(K
'6/Z
q q Q5'$(84')'5C$(‚UT"Z
  &'($(-,)*7/3d,(:6=5':"Y'Z
o o ("'(GC(6')$(D'),H7=5'<6=7/'(*+"Z
Q (6,"'),\C
  '(n,(d,R:"Y'E<5*$(‚FN*)*D2tX(@')Z
q q '(n,(d,R$(EE<5*FN*,(*K$X(\"=7/'(*+"y$%+':;'(
)*D$(‚Z
  *E:)*7/3d,(:67'(n,(d:"Y'Z
o o '(n,(d,R,(/:"7,(d"X(@')Z
x x (*:"7,(d"$(&7'(n,(d,R$(E,(/,(d"FN*:-,=7C'(*+"
$%+'$?')2Y<89'):"7Z
Ž Ž (4*(5':67'(n,(d,R$(E,(/,(d"<6=7/'(*+"Z

• • Ša*2"\$:67'(n,(d$]'($%+'$?')'9Z
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Stt Mã hóa Diễn giải
• • (*=D'$(‚$(&7'(n,(dP"7'$T:FLF\'L:"7,(d"'(8$(K
'6/Z
‘ ‘ (*=D'$(‚$(&7'(n,(dP"7'$T:FLF\'L2Y<89'):"7$(‚
'(8$(K'6/Z
u u (*=D'$(‚$(&7'(n,(dP"7'$T:FLF\'L:-,,(*K$X(\"
'(8$(K'6/Z
  (*=D'$(‚$(*7'(n,(dP"7'$T:FLF\'L"#$]''(8$(K
'6/Z
q q &'($(-,$(7'($/D':67'(n,(d:"Y'Z
3.6. MẪU VÀ THÔNG TIN MẪU
3.6.1. Mẫu
3.6.1.1. Đối tượng nghiên cứu:
Y*$89')')(*+',-"<6,D,2*'(F*+''_F6,D,'(6,"'),\C$%+'d7=6'
$*'((7'(R7D,($(-,<\#:J"89,$(B,(*;'=s')C(8')C(DCC(„')
F\'$%B,$*KC
3.6.1.2. Phương pháp chọn mẫu
?')$(E<62*'(F*+''_$5*…'_'(6,H7—ƒ2U(7'(
R7F6$\$,M,D,'(6=D'$(E$%+'$t'((7'(R7
'Fd:J" *L"$%7ƒ2*'(F*+''_U…$hR3>')<6:X("'),(b'
:J"E,(b':J"$(0/C(8')C(DC')J"'(*+'F6,D,'(6,"'),\C$(‚U$(6'(
C(Y(7'(R7
3.6.1.3. Thời gian phỏng vấn: 3 tuần
3.6.2. Thông tin mẫu
?')2YC(*K"'(G'FL27"P"D$%&'(C(„')F\'<6uC(*K"D,XK$P"M
89,$?')(9CF6:*'((b7<5*=s')C(W':L:Žu
3.7. TIẾN ĐỘ NGHIÊN CỨU

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Bảng 3.3: Tiến độ nghiên cứu
Công việc Tuần thứ
 )(*+',-"2=I  q  o x Ž • • ‘ u  q 
 (M/  <"G'  $7#
@*
 
q *;"  ,(t'(
$(7')  /QM')
,T"(„*eqg

Q )(*+'  ,-"  ,(]'(
$(-,
 q  o x Ž • • ‘ u  q 
 (D$(6'(=M')
,T"(„*

q ("  $(GC  (*
DC
 
 …z<{ F6 C(T'
$],(3_<*;"
 
 /5'$(M/=D/,D/  q  o x Ž • • ‘ u  q 
 K'  XK$  P"M
C(W'
  
q K'  XK$  P"M
C(W'Q

  
 K$  <"G'  F6
$(M/<"G'
 
o *;",(t'(,"Y*
,>')
 
CHƯƠNG 4: THỰC TRẠNG VỀ VẤN ĐỀ NGHIÊN CỨU
4.1. GIỚI THIỆU VỀ CÔNG TY VIETTEL
4.1.1. quá trình hình thành và phát triển
+'W#H,H737/'(')(*;C ˜[™!—š
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