Định vị thương hiệu khu du lịch Mỹ Lệ tại thị trường Thành phố Hồ Chí Minh - 13




QUAN



Frequency


Percent


Valid Percent

Cumulative Percent

Valid

Q1

3

3.0

3.0

3.0


Q2

3

3.0

3.0

6.0


Q3

3

3.0

3.0

9.0


Q4

3

3.0

3.0

12.0


Q5

3

3.0

3.0

15.0


Q6

4

4.0

4.0

19.0


Q7

4

4.0

4.0

23.0


Q8

7

7.0

7.0

30.0


Q9

4

4.0

4.0

34.0


Q10

4

4.0

4.0

38.0


Q11

4

4.0

4.0

42.0


Q12

7

7.0

7.0

49.0


Go_Vap

9

9.0

9.0

58.0


Tan_Binh

7

7.0

7.0

65.0


Tan_Phu

7

7.0

7.0

72.0


Binh_Thanh

8

8.0

8.0

80.0


Phu_Nhuan

3

3.0

3.0

83.0


Thu_Duc

7

7.0

7.0

90.0


Binh_Tan

10

10.0

10.0

100.0


Total

100

100.0

100.0


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Định vị thương hiệu khu du lịch Mỹ Lệ tại thị trường Thành phố Hồ Chí Minh - 13




NGNGHIEP



Frequency


Percent


Valid Percent

Cumulative Percent

Valid

Học sinh-Sinh Viên

16

16.0

16.0

16.0


Buôn bán nhỏ

18

18.0

18.0

34.0


Nhân viên khối nhà nước

18

18.0

18.0

52.0


Nhân viên công ty tư nhân-

NN

14

14.0

14.0

66.0


Nghề nghiệp khác

34

34.0

34.0

100.0


Total

100

100.0

100.0





HVAN



Frequency


Percent


Valid Percent

Cumulative Percent

Valid

Pho thong co so

2

2.0

2.0

2.0


Pho thong trung hoc

46

46.0

46.0

48.0


Caodang_Daihoc

52

52.0

52.0

100.0


Total

100

100.0

100.0





TNHAP



Frequency


Percent


Valid Percent

Cumulative Percent

Valid

< 5 trieu

46

46.0

46.0

46.0


5-10 trieu

42

42.0

42.0

88.0


10-18 trieu

12

12.0

12.0

100.0


Total

100

100.0

100.0





PHỤ LỤC 6: KẾT QUẢ VẼ BẢN ĐỒ NHẬN THỨC BẰNG MDS‌

(Nguồn: Kết quả phân tích từ SPSS)

Alscal


Case Processing Summarya

Cases

Valid

Missing

Total

N

Percent

N

Percent

N

Percent

5

100.0%

0

.0%

5

100.0%

a. Euclidean Distance used

Iteration history for the 2 dimensional solution (in squared distances) Young's S-stress formula 1 is used.

Iteration S-stress Improvement 1 .05585

2 .04454 .01131

3 .04410 .00043

Iterations stopped because

S-stress improvement is less than .001000 Stress and squared correlation (RSQ) in distances

RSQ values are the proportion of variance of the scaled data

(disparities)

in the partition (row, matrix, or entire data) which is accounted for by their corresponding distances.

Stress values are Kruskal's stress formula 1.

For matrix

Stress = .04583 RSQ = .99032

Configuration derived in 2 dimensions Stimulus Coordinates

Dimension

Stimulus Stimulus 1 2

Number Name


1

CQUAN

.4161

-.0442

2

VTHU

.4292

.6500

3

CVNUOC

2.3433

-.0251

4

LHOI

-2.0251

-.7703


5

KPHA

-.7776

-.7985

6

HBIET

1.2326

-.6280

7

GIAODUC

-.7239

.3996

8

VANDONG

-1.3083

.2051

9

CGIACMAN

-1.1900

1.1421

10

TCAM

-.1415

-.2534

11

CLUONG

2.1172

.1154

12

GIA

-.3721

.0073









Case Processing Summarya

Cases

Valid

Missing

Total

N

Percent

N

Percent

N

Percent

5

100.0%

0

.0%

5

100.0%

a. Euclidean Distance used


Iteration history for the 2 dimensional solution (in squared distances) Young's S-stress formula 1 is used.

Iteration S-stress Improvement 1 .01465

2 .01229 .00237

3 .01213 .00015

Iterations stopped because

S-stress improvement is less than .001000


Stress and squared correlation (RSQ) in distances

RSQ values are the proportion of variance of the scaled data

(disparities)

in the partition (row, matrix, or entire data) which


is accounted for by their corresponding distances.

Stress values are Kruskal's stress formula 1.

For matrix

Stress = .01248 RSQ = .99934

Configuration derived in 2 dimensions Stimulus Coordinates

Dimension


Stimulus

Number

Stimulus 1

Name

2

1

VAR1 1.3535

-.2809

2

VAR2 1.5354

.2033

3

VAR3 .0220

.2291

4

VAR4 -2.2877

-.0311

5

VAR5 -.6232

-.1204





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