PIII(CYllgphtip lghie Clnt kl,,, hoc trong kinh donn, Nguyel D,,,,, 1719 An bOnIan th 2,2013 NI,a xuat bOn70i Chtnh Phcichanh b6iNH THO GIAo TRiNH PHUdNG PHAp NG a - kZYar(r) Yar(lI) /I ktk -l)k Yar( r) '" (k-I)Yar(//) =( k k I ),kzYar(r)-kVarCT)] k = (II k - I ~ Yar(H) kl\lar(r)+"~ ~,:, ,Var(c.)-kl-'aT(r.)- _' :'j_, VarCR) NHA XUAT BAN TAl CHINH ~!:::!li Giao trinh Phuo-ng phap nghien ctru khoa hoc KINH DOANH • ~ ~ f\(r.c -+Izt - JJr lor / );JAr oqo.! 34- ()602d PIII(CYllgph tip /lghie" Clnt kl,,," hoc kinh donn", Nguye/l D,,,,, 1719 An bOn Ian th" 2, 2013 NI,a xuat bOn70i Chtnh Phcichanh b6t phuong phap IUOng cac khai ni~m nghien cuu (chlr khong phai ban than cac thang luang khai niem nghien elm do, vd, thang khang dat gia tr] noi dung, bien Itrong kh6ng rang gay hie'u nham, vv) Sai lech CMV xuat hien nhieu nguyen nhan (vd, Podsakoff & ctg 2003; Bagozzi & Yi 1990) Mot so nguyen nhan chinh sau day: I-lieu ung halo (halo effects) lil hi~u ung ngtroi tra lui (doi ILI'(;mg phong van) danh gia tot (hay xau) ve mQt thuoc Ilnh, tinh each, VV, nao cua mQt doi nrong danh gia, dan den viec danh giit t5t (hay xil'u) ve nhimg thuoc tlnh, tinh each khac cua doi ll.l'Q'ng Vi du chung ta danh gia cha't luong mot 1l1U'CY11ghieu ella mot doanh nghiep, thuong hi~lI co chilt ILI'