NGHI?M-PH? Bình | Research Field | Department of Global Business, Graduate School of Social Sciences, University of Hyogo

Research Field: I got my MA from Rikkyo University and PhD from Keio University. Before attending the University of Hyogo, I taught at other educational institutions in Vietnam and Japan, such as Thuongmai University (Vietnam) and Fukushima College – National Institute of Technology (Japan). I specialize in Marketing and Consumer Behaviors.

Research Topic: Most of my research aims to understand consumers’ perceptions of and behaviors toward products, services, organizations, and places. I adopt the approaches of applied psychology theories to the implementation of marketing, logistics, management, and education activities. I can use both qualitative and quantitative techniques. I can collect (a) qualitative data through personal interviews, group discussions, and direct observation, (b) analyze quantitative data in SPSS, Amos, SmartPLS, and CMA, and (c) text-mine user comments and reviews.

Message to Prospective Students: In my observations, each student has abilities, including strengths and weaknesses. In many cases, the student might not fully understand or be made aware of their abilities. Thus, a personalized approach is more appropriate than a mass approach. I begin my teaching and instruction by finding what my students need and want to learn. Then, I help them search for suitable methods or how to obtain their objectives.

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