Part Four

PHN TCH V GII THCH D LIU

18-1
McGraw-Hill/Irwin 2003 The McGraw-Hill Companies, Inc.,All Rights Reserved.

Chapter Eighteen
PHN TCH NHN T V KIM NH HI QUI

18-2

Phan tch nhan to (factor analysis)

Muc ch
lam giam bien dch chuyen cac yeu to thanh phan o lng mot bien nay sang bien khac

18-3

M hnh nghin cu & khi nim

Trong nghin cu nh lng cn o lng cc khi nim dng trong nghin cu (construct). Mt m hnh nghin cu n gin bn di c 3 khi nim: Gi tr dch v, cht lng dch v v s hi lng.
H1: Co moi quan he thuan chieu
Gia tr dch vu Chat lng dch vu

H1 (+)
S hai long

gia gia tr dch vu va s hai long cua sinh vien.

H2 (+)

H2: Co moi quan he thuan chieu

gia chat lng dch vu va s hai long cua sinh vien.

18-4

Thang o n hng v a hng

Mt khi nim c th ch bao gm mt yu t/thnh phn/kha cnh (component / factor / aspect), v thang o mt khi nim ch bao hm mt thnh phn gi l thang o n hng (unidimesional) Mt khi nim c th bao gm nhiu yu t/thnh phn/kha cnh, v thang o mt khi nim bao hm nhiu thnh phn gi l thang o a hng (mutidemensional) Thang o Likert p dng cho mt khi nim n yu t c th l mt thang o nhiu ch bo c tnh n hng, ch bao gm mt tp hp mc hi. Thang o Likert p dng cho mt khi nim a yu t c th l mt thang o nhiu ch bo c tnh a hng, bao gm nhiu tp hp mc hi, mi mt tp hp mc hi s phn nh mt yu t ca khi nim.
18-5

Chi tit ha khi nim nghin cu V d o lng n hng

S hi lng ca khch hng i vi sp/dv/th (customer satisfaction):
- Mi kha cnh (chc nng, cng dng, ) th hin hn nhng g mong i - Sp/dv/th l tng nh mong i - Thc s hi lng vi sp/dv/th

S trung thnh ca khch hng i vi sp/dv/th (customer loyalty):

18-6

Tip tc mua Khng ngh n nhng th khc Khng c nh mua th nhng th khc Ni tt v sp/dv/th vi ngi khc Gii thiu sp/dv/th vi ngi khc

Chi tit ha khi nim nghin cu V d o lng a hng

Cht lng dch v:
Hot ng o to:
Chng trnh o to Ni dung mn hc Phng php ging dy ....... Phng my tnh Th vin Phng hc ...... Y t, T vn hc tp Ti chnh Cn tin .....

C s vt cht:

Dch v h tr v phc v:

18-7

BANG 3.3 Ket qua phan tch nhan to EFA cua khai niem chat lng dch vu ao tao
Bien quan sat
Cac nhan to chnh H so ti nhn t % bien ong giai thch c Cron bach

F1
CL_1 CL_2

Hoat ong ao tao

Chng trnh ao tao phu hp tot vi yeu cau cua thc tien. Noi dung mon hoc c oi mi, ap ng tot yeu cau ao tao. 0.600 0.620

33.849

0.726

CL_3
CL_4 CL_5 CL_6

Phng phap giang cua GV phu hp vi yeu cau cua tng mon hoc.
Giang vien co kien thc sau ve mon hoc am trach. Cach anh gia va cho iem sinh vien cong bang. To chc thi c, giam th coi thi nghiem tuc.

0.652
0.673 0.583 0.565

F2
CL_8 CL_9 CL_10 CL_11

C s vat chat
C s vat chat trng ap ng tot nhu cau ao tao va hoc tap. Phong may tnh ap ng tot nhu cau thc hanh cua sinh vien. C s vat chat th vien tot. Nhan vien th vien phuc vu tot. 0.639 0.680 0.798 0.698

7.377

0.746

F3
CL_13 CL_14 CL_15 CL_17 CL_19 CL_20

Dch vu ho tr va phuc vu
Dch vu y te ap ng tot sinh vien co nhu cau. T van ap ng tot nhu cau chon la va hoc tap cua sinh vien. Dch vu tai chnh ho tr tot sinh vien co nhu cau. Dch vu an uong giai khat phu hp vi nhu cau sinh vien. Nhan vien giao vu, thanh tra nhiet tnh phuc vu sinh vien. Nha trng va khoa thng xuyen lang nghe y kien sinh vien. 0.645 0.718 0.782 0.638 0.567 0.579

9.166

0.811

BANG 3.4 Ket qua phan tch nhan to cua khai niem s hai long cua sinh vien
Bien quan sat HL_1 HL_2 HL_3 Hoc tai trng H Kinh Te TPHCM hn nhng g toi mong i. Trng H Kinh Te giong nh trng H ly tng ma toi hang mong i. Toi hai long khi hoc tai trng H Kinh Te TPHCM. Gia tr Eigen % bien ong c giai thch Cronbach alpha H s ti nhan t 0.880 0.883 0.862 2.296 76.522 0.846

Phn tch cc mc hi
Tm ra v gi li nhng mc hi c ngha gip o lng c mt kha cnh ca khi nim nghin cu t danh sch cc mc hi ban u -> kim tra tnh n hng Tnh im cc tr li Kim tra tng quan gia cc mc hi v tnh ton Cronbach alpha Kim tra tng quan gia tng im ca tng ngi v im ca tng mc hi. Tiu chun: ln hn 0,6.

18-10

M hnh phn tch nhn t

Cc nhn t chung c th c din t nh nhng kt hp tuyn tnh ca cc bin quan st: Fi = W1 X1 + W2 X2 + W3 X3 +...+ Wk Xk
Fi : c lng tr s ca nhn t th i W : quyn s hay trng s nhn t (weight or factor score coefficient) k : s bin

18-11

Cc tham s thng k trong FA

iu kin p dng FA: cc bin c tng quan vi nhau Barlett test of sphericity: kim nh c tng quan hay khng, gi thuyt khng l: khng c tng quan gia cc bin quan st. Kaiser-Mayer-Olkin (KMO): t 0,5 -> 1, cc tng quan ln n mc c th p dng FA.

18-12

Cc tham s thng k trong FA

Correlation matrix (ma trn tng quan): ma trn cha tt c cc h s tng quan cp gia cc cp bin trong phn tch. Communality (phn chung): lng bin thin ca 1 bin c gii thch chung vi cc bin khc (cng l phn bin thin c gii thch bi cc nhn t chung). Eigenvalue: bin thin ca tp bin quan st c gii thch bi mi nhn t rt ra so vi bin thin cn li ca tp bin quan st sau khi nhn t c rt ra. Factor scores (cc im s nhn t): cc tr s c c lng cho tng quan st trn tng nhn t c rt ra. 18-13

Xoay cc nhn t
Thnh thong c mt vi bin c h s ln i vi hn mt nhn t hoc c nhiu nhn t c h s ln trong cng mt bin, vic gii thch s tr nn kh khn Mi bin gc nn c h s ti nhn t ln (0.5 tr ln) i vi ch mt nhn t c rt ra -> xoay nhn t. Nu sau khi xoay m vn c bin quan st khng c h s ti nhn t mnh (0.5) ln bt k nhn t no c rt ra th loi b bin quan st ny ra khi tp bin phn tch.

18-14

t tn v gii thch cc nhn t

Vic gii thch cc nhn t c thc hin trn c s nhn ra cc bin c h s (factor loading) ln cng mt nhn t.

18-15

Rt trch cc nhn t ca cht lng o to

Descriptive Statistics
Std. Dev iation .799 .843 .795 .769 .931 .909 1.025 1.059 1.041 1.086 .975 .978 .922 .991 1.029 1.030

CT ao tao cua trng phu hp v i y eu cau thc tien

Mean 3.14

Analy sis N 971 971 971 971 971 971 971 971 971 971 971 971 971 971 971 971

ND cac mon hoc c cap nhat, oi mi, ap ng tot y eu cau3.11 ao tao PP giang day c ua GV phu hp v i y eu cau c ua tng mon hoc 3.17 GV co kien thc sau v e mon hoc am trach Cach anh gia v a c ho iem sinh v ien cong bang To chc thi, coi thi nghiem tuc CSVC nha trng ap ng tot nhu cau ao tao v a hoc tap Phong may tnh ap ng tot nhu cau thc hanh cua SV CSVC th v ien tot Nhan v ien th v ien phuc v u tot DV y te, cham soc sc khoe ap ng tot nhu cau cua SV DV tai chnh ho tr tot SV co nhu cau DV an uong giai k hat trong trng phu hp v i nhu cau SV Nhan v ien th ky , giao v u, thanh tra nhiet tnh phuc v u SV 3.67 3.16 3.58 2.92 2.61 2.81 2.70 2.71 2.94 3.01 2.72

Hoat ong TVan hoc tap, nghe nghiep ap ng tot nhu cau cua 3.05 SV

18-16 Nha trng v a khoa thng xuy en lang nghe v a thu thap y kien 2.91 SV

KMO and B artle tt's Tes t

Ka iser-Mey er-Olk in Me asure of Sampling Adeq uacy . Ba rt le tt 's Te st of Sphe ricit y Ap pro x. C hi-Squ are df Sig. . 907 4439 .28 7 120 . 000

Total Variance E xplained

Ex tract ion Sums of Squared Loadings Tot al 5. 416 1. 467 1. 180 % of Variance 33. 849 9. 166 7. 377 C umulat i ve % 33. 849 43. 015 50. 392 R otation Sums of Squared Loadings Tot al 3. 037 2. 614 2. 412 % of Variance 18. 979 16. 339 15. 074 C umulat i ve % 18. 979 35. 318 50. 392

I nit ial Eigenv alues C omponent 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 Tot al 5. 416 1. 467 1. 180 . 961 . 788 . 768 . 708 . 685 . 641 . 586 . 520 . 510 . 492 . 452 . 421 . 405 % of Variance 33. 849 9. 166 7. 377 6. 006 4. 922 4. 803 4. 423 4. 284 4. 007 3. 660 3. 253 3. 189 3. 075 2. 824 2. 632 2. 530 C umulat i ve % 33. 849 43. 015 50. 392 56. 398 61. 320 66. 123 70. 546 74. 830 78. 837 82. 497 85. 750 88. 939 92. 014 94. 838 97. 470 100. 000

Ex traction Method: Princ ipal Component A naly sis.

a Rotated Component Matrix Component DV tai chnh ho tr tot SV co nhu cau DV y te, cham soc sc khoe ap ng tot nhu cau cua SV DV an uong giai khat trong trng phu hp v i nhu cau SV Nhan v ien th ky , giao v u, thanh tra nhiet tnh phuc v u SV GV co kien thc sau v e mon hoc am trach PP giang day c ua GV phu hp v i y eu cau cua tng mon hoc CT ao tao cua trng phu hp v i y eu cau thc tien To chc thi, coi thi nghiem tuc Cach anh gia v a cho iem sinh v ien c ong bang CSVC th v ien tot Nhan v ien th v ien phuc v u tot Phong may tnh ap ng tot nhu c au thc hanh cua SV CSVC nha trng ap ng tot nhu cau ao tao v a hoc tap 1 .782 .645 .638 .567 .673 .652 .600 .583 .565 .768 .698 .680 .639 2 3

Hoat ong TVan hoc tap, nghe nghiep ap ng tot nhu cau cua .718 SV

Nha trng v a khoa thng xuy en lang nghe v a thu thap y kien .579 SV

ND cac mon hoc c cap nhat, oi mi, ap ng tot y eu cau ao tao.620

Ex traction Method: Princ ipal Component A naly sis . Rotation Method: V arimax w ith Kaiser Normaliz ation.
a. Rotation conv erged in 5 iterations. 18-18

R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) 1. M31 CT ao tao cua trng phu hp vi 2. M32 ND cac mon hoc c cap nhat, oi mi 3. M33 PP giang day cua GV phu hp vi yeu cau 4. M34 GV co kien thc sau ve mon hoc a 5. M35 Cach anh gia va cho iem sinh vien 6. M36 To chc thi, coi thi nghiem tuc Cases 1. M31 971.0 2. M32 971.0 3. M33 971.0 4. M34 971.0 5. M35 971.0 6. M36 971.0 N of Statistics for Mean Variance Std Dev Variables SCALE 19.8260 10.8119 3.2882 6 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted M31 16.6890 7.9898 .4838 .6821 M32 16.7199 7.7503 .5004 .6764 M33 16.6581 7.9057 .5083 .6753 M34 16.1576 8.2133 .4557 .6904 M35 16.6612 7.6552 .4441 .6948 M36 16.2441 8.0012 .3856 .7125 Reliability Coefficients N of Cases = 971.0 N of Items = 6 Mean 3.1370 3.1061 3.1679 3.6684 3.1648 3.5819 Std Dev .7987 .8435 .7954 .7687 .9315 .9094

Alpha =

.7263

1. M38 2. M39 3. M40 4. M41

R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) CSVC nha trng ap ng tot nhu cau Phong may tnh ap ng tot nhu cau CSVC th vien tot Nhan vien th vien phuc vu tot Cases 1. M38 971.0 2. M39 971.0 3. M40 971.0 4. M41 971.0 N of Statistics for Mean Variance Std Dev Variables SCALE 11.0350 10.0648 3.1725 4 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted M38 8.1195 6.4929 .4827 .7182 M39 8.4243 5.9084 .5900 .6585 M40 8.2255 5.9212 .6037 .6512 M41 8.3357 6.2418 .4871 .7177 Reliability Coefficients N of Cases = 971.0 N of Items = 4 Alpha = .7458 Mean 2.9156 2.6107 2.8095 2.6993 Std Dev 1.0250 1.0585 1.0413 1.0861

1. 2. 3. 4. 5. 6.

M43 M44 M45 M47 M49 M50

R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A) DV y te, cham soc sc khoe ap ng Hoat ong TVan hoc tap, nghe nghiep DV tai chnh ho tr tot SV co nhu cau DV an uong giai khat trong trng Nhan vien th ky, giao vu, thanh tra Nha trng va khoa thng xuyen lang nghe Cases 1. M43 971.0 2. M44 971.0 3. M45 971.0 4. M47 971.0 5. M49 971.0 6. M50 971.0 N of Statistics for Mean Variance Std Dev Variables SCALE 17.3326 18.0490 4.2484 6 Item-total Statistics Scale Scale Corrected Mean Variance ItemAlpha if Item if Item Total if Item Deleted Deleted Correlation Deleted M43 14.6251 12.9006 .5990 .7745 M44 14.2873 13.0565 .5709 .7807 M45 14.3924 12.9768 .6356 .7675 M47 14.3203 13.7313 .4545 .8060 M49 14.6117 12.6790 .5882 .7768 M50 14.4264 12.7108 .5826 .7781 Reliability Coefficients N of Cases = 971.0 N of Items = 6 Mean 2.7075 3.0453 2.9403 3.0124 2.7209 2.9063 Std Dev .9754 .9781 .9220 .9906 1.0291 1.0297

Alpha =

.8105

Kim nh hi qui n bin

D bo gi tr ca 1 bin ph thuc da trn gi tr ca t nht 1 bin c lp Gii thch nh hng ca s thay i 1 bin c lp ln mt bin ph thuc. Bin ph thuc: bin ta mong mun gii thch Bin c lp: bin c s dng gii thich bin ph thuc. Ch c 1 bin c lp, x Mi quan h gia x v y c gii thch bng chc nng tuyn tnh S thay i ca Y c cho l do s thay i ca X ng hi qui tuyn tnh ca mu d bo ng hi qui ca m ng.

y i = b 0+ b 1x
18-22

Kim nh hi qui a bin

Ham hi qui cua am ong Yp= 0 + 1x1 +2x2 + ...+ nxn+ Ham hi qui cua mau Ys = b0 + b1x1 + b2x2+..+bnxn

Gia thuyet kiem nh: H0: i = 0 Dung phep kiem nh t, vi t c tnh nh sau:

bi i t SE (bi )
18-23

Kiem nh hi qui a bien

SE (bi): sai lec tieu chuan cua he so bi
Neu t nho hn hoac bang tth, chung ta se chap nhan gia thuyet H0: i = 0 Neu t ln hn tth, chung ta se t choi gia thuyet H0. ieu nay co ngha la bien xi co tac ong en bien Y.

18-24

Phn tch h s tng quan nh bin

Pearson correlation coefficient (h s tng quan Pearson) r symbolized the coefficient's estimate of linear association based on sampling data (r tng trng cho vic d bo h s tng quan mi quan h tuyn tnh da trn d liu ca mu.) Correlation coefficients reveal the magnitude and direction of relationships (h s tng quan biu th ln v chiu hng ca mi quan h) Coefficients sign (+ or -) signifies the direction of the relationship (du + hay -) ca h s biu hin chiu ca mi quan h
18-25

Bivariate Correlation Analysis

Scatterplots
Provide a means for visual inspection of data (cung cp 1 phng thc kim tra d liu bng th gic) the direction of a relationship (chiu ca mi quan h) the shape of a relationship (hnh dng ca mi quan h) the magnitude of a relationship ( ln ca mi quan h)
18-26

Interpretation of Coefficients Gii thch h s

Suggests alternate explanations for correlation results ( ngh nhiu cch gii thch thay th i vi cc h s)
X causes Y. . . or (X to ra Y hay) Y causes X . . . or (Y to ra X hay) X & Y are activated by one or more other variables . . . or (X & Y c kch hot bi nhiu bin khc) X & Y influence each other reciprocally (X & Y nh hng qua li vi nhau)

18-27

Interpretation of Coefficients Gii thch h s

Goodness of fit ( thch hp ca m hnh) F test (kim nh F) SSR

k SSE n k 1

Coefficient of determination (h s xc nh R2)

SSR R SST
2

Correlation matrix (ma trn tng quan) used to display coefficients for more than two variables (dc s dng trnh by cc h s trong trng hp nhiu hn 2 bin)
18-28

Kim nh nh hng ca gi tr dch v v cht lng dch v ln mc hi lng ca sinh vin

Correlations
Mc o haiDch v u ho tr Hoat ong C s v at long v a phuc v u ao tao chat 1.000 .465 .539 .411 1.000 .499 .564 .000 . .000 .000 971 971 971 971 .499 1.000 .462 .000 .000 . .000 971 971 971 971 .564 .462 1.000 .000 .000 .000 . 971 971 971 971 .539 .411 . .000 .000 971 971 971

Pears on Correlation Mc o hai long Hoat ong ao tao C s v at chat Sig. (1-tailed) Mc o hai long Hoat ong ao tao C s v at chat N Mc o hai long Hoat ong ao tao

Dch v u ho tr v a phuc v u .465

Dch v u ho tr v a phuc v u .000

Dch v u ho tr v a phuc v u 971

18-29

C s v at chat

b Variables Entered/Removed Variables Variables Entered Removed Method a tr va phuc C s vat chat, Hoat ong ao tao, Dch vu ho . v Enter u

Model 1

a. All requested v ariables entered. b. Dependent Variable: Mc o hai long

b Model Summ ar y Adjusted R Square .348 Std. Error of the Estimate .80734826

Model 1

R .592a

R Square .350

a. Predictors: (Constant), C s v at chat, Hoat ong ao ta v u ho tr v a phuc v u b. Dependent Variable: Mc o hai long

ANOVAb
Sum of Squares 339.699 630.301 970.000

Model 1

df

Regression Residual Total

Mean Square 3 113.233 967 970 .652

F 173.720

Sig. .000a

a. Predictors: (Constant), C s vat chat, Hoat ong ao tao, Dch v u ho tr v a p b. Dependent Variable: Mc o hai long

Coefficientsa
Standardized Unstandardized Coef f icients Coef f icients Model 1 (Constant) Hoat ong ao tao C s vat chat B -3.553 .694 .147 Std. Error .162 .047 .056 .041 Beta .209 .380 .117 t -21.962 6.308 12.297 3.600 Sig. .000 .000 .000 .000

Dch vu ho tr va phuc vu .296

a. Dependent Variable: Mc o hai long

HL = 0,21 DVHT + 0,38 HT + 0,12 CSVC

18-32

Normal P-P Plot of Regression Standa Dependent Variable: Su hai long

1.00

.75

.50

.25

0.00 0.00 .25 .50 .75 1.00

Obs erved Cum Prob

Partial Regression Plot Dependent Variable: Su hai long

3 2

-1

-2 -3 -3 -2 -1 0 1 2

Dich vu ho tro va phuc vu

Giai thch ket qua kiem nh

Ket qua khao sat the hien rang ba yeu to chnh: hoat ong ao tao, c s vat chat va dch vu ho tr eu ong vai tro quan trong tac ong en chat lng dch vu ma sinh vien cam nhan c. Trong o, nhan to hoat ong ao tao ( = 0.38, p < 0. 001) la nhan to noi bat nhat.

18-35