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CHIEN LLTOC 0!NH V| NGUdl TIEU DUNG

5. Cuoi ding, hay thay doi mpt chut, chuym cac muc
danh gia 1 -7 thanh 0 va chuyen cac muc 7 -9 thanh 100. Ly do
cho vi^c thay doi tir thang danh gia thanh mpt gia tri nhi phan
(0 hoac 100) la do each ngudi ta muon dien giai du lieu. Mac
du cac tre xep hang miic do quan tarn tren ciing mot thang,
nhung chung toi muon biet lieu thuc te ban tre c6 thich y
tudng (xep hang no tir 7 - 9) hay ban do khong thich y tudng
(xep h ^ g no tir 1 - 6). Gia tri 100 ding giup chung toi dien giai
"ket qua" cua p h ^ tich nhu ti le phan tram ngudi tham gia.

Quy vi se thay each dien giai nay d cudi chuong. Nhung gia tri
quan tarn mdi xuat hien trong cot Danh gia d Bang 5.2.
6. Gid da san sang de phan tich ma tran that ranh re, sir
dung phuong phap hoi quy’. Phan tich hoi quy, mqt cong cu
thong ke pho bien va san c6, gan cac bien so dge lap (yeii to)
vdi mot bien so phu thupc (xep hang). Nhung gi chung toi thir
nghiem d day la gan su xuat hien/khdng xuat hien cua timg
yeu to trong so 36 yeu to trong cac khai niem kiem nghiem
ezine danh cho cac ban tre vdi muc xep hang quan tam/khdng
quan tarn (100 hoac 0) cua ngudi tham gia.
7. Cac con so c6 dugc tir phan tich nay cho thay ti le
hoac cai goi la xdc sud't c6 dteu kien ma mpt ngudi se thay khai
niem la thii vi.

Bang 5.2 - Thiet ke thir nghiem va mpt so du lieu; du
lieu khong hoan chinh.

' P. E. Green va V. A. Srinivasan, "A General Approach to Product
Design Optimization via Conjoint Analysis", Journal of Marketing 45
(1981: 17-37).

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