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Evaluation of neuromarketing and its applicability in practice
Kuchtová, Alexandra ; Sigmund, Tomáš (advisor) ; Čermák, Radim (referee)
The main point of the bachelor thesis is to evaluate neuromarketing and its practical applicability from different perspectives. The thesis includes the definition of neuromarketing and also its definition from the closely related sections viewpoints. The history and important milestones of neuromarketing are also briefly described. Furthermore, the thesis deals with theoretical areas that influence customer decision making, which is an important part of researches. In the next part, the work presents methods, used by neuromarketing and then it describes its potential benefits. From a practical point of view, the thesis looks at the most interesting examples of neuromarketing studies and explores the trends. Finally the thesis also describes the basic ethical issues that this scientific department brings and ultimately deals with the overall assessment of neuromarketing.
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Freedom of speech and censorship on the Internet
Hatok, Tibor ; Sigmund, Tomáš (advisor) ; Malinová, Ludmila (referee)
Bachelor thesis focuses on freedom of expression and censorship on the Internet. In the last 30s reached the internet globally. With the advent of Internet freedom of expression has reached unexpected proportions, because the Internet is a type of mass communicator that facilitates the availability of information around the world. In the beginning was the communicator without any barriers, but in a very short time began to abuse to crime, pornography, terrorism, and thus began willed, or rather "necessary" censorship. Bachelor thesis consists of seven chapters. The first part focuses on freedom of expression on the Internet. The second part deals with censorship itself. The third part deals with the reasons that Internet censorship is unfounded. The penultimate part of my work is dedicated to non-technical and technical tools of censorship. The last part of this work is devoted to the research, which will seek the views of the Slovak population to internet censorship.
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Possibilities, risks and legislative restrictions of multirotors from information management point of view
Štěrba, Jan ; Sigmund, Tomáš (advisor) ; Čermák, Radim (referee)
The thesis deals with the possibilities and risks of multirotors in connection with acquiring, processing and distribution of information with regard to how these possibilities are limited and the risks addressed by legislation. The aim of the theoretical part of this thesis was to analyze how multirotors are involved in the information society, what are the possibilities of their use in connection with data collection and acquiring of information, what are the risks of using them and how problems are dealt with by Czech legislation. Categorized use possibilities state practical examples of what data can multirotors provide and how multirotors can be used to acquire information. The risks associated with using multirotors were found mainly in context of invasion of privacy and physical security. Based on the research of legislative sources, it was found that the legislation covers all the risks very well. The aim of the research part of this thesis was to find out how the users of multirotors abide the current legislation, which provisions they violate from the point of view of aviation regulations and to what extent they invade the privacy of third parties when using multirotors. Based on quantitative research, where the research method used was an electronic questionnaire, it was found that even though that about half of the users do not fly in accordance with aviation regulation L2 - aviation rules, 78% of them violates only one provision. In addition, it can be stated that there is a dependence between the presence of navigation systems on a multirotor and violation of this aviation regulation. It was also found that 89% of users do not intrude the privacy of third parties by using multirotors and that the violation of the amendment X and intruding of privacy are independent.
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Darknet networks as a way of protecting internet users' privacy
Plevný, Marek ; Sigmund, Tomáš (advisor) ; Čermák, Radim (referee)
In this age when information technologies became inseparable parts of our lives we can hardly imagine for example living without internet. There is a phenomenon connected with internet and that is large scale collection of data about internet users and their activities. Because of this fact, it is important to protect our internet privacy as a very important aspect of our lives. This work examines large scale collection of data about users internet activities. During this work, different methods and reasons for this largescale data collection are examined. Later, different ways how internet users are protected by law or how they can protect themselves are examined. One of the ways how internet users can protect their internet privacy is by using so-called anonymizing networks connected with a phenomenon called Darknet. This work examines if it is possible by ordinary internet users to adapt this method of internet privacy protection.
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Human-computer interaction - cooperation of human and computer
Nápravníková, Hana ; Vacura, Miroslav (advisor) ; Sigmund, Tomáš (referee)
The work is devoted to Human-computer interaction and its main goal is to get closer to the field. The first part describes two main areas, namely Cognitive Science and Cogni-tive Psychology, from which HCI is based on. The second part deals specifically with Human-computer interaction, the history of the origins, aspects of human factor, ele-ments of interaction and modeling of interaction together with examples from everyday life.
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Social trading from the perspective of soft systems methodology
Hošek, Martin ; Malinová, Ludmila (advisor) ; Sigmund, Tomáš (referee)
This diploma thesis deals with problems in the field of eToro social trading community. The aim is to analyze and outline solutions to specific problems. To solve selected problems, it is used Soft Systems Methodology by Peter Checkland. In the first part, important concepts are theoretically defined as well as a virtual social trading community is defined as a soft system for the purpose of the thesis. The second part describes the Soft Systems Methodology. In the third practical part, two problems of the eToro community are analyzed. The problems were selected by community members with a questionnaire. For each of these problems is performed single iteration of methodology cycle. The final part evaluates the use of methodology in the field of social trading communities in general and describes the advantages and problems of its application.
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Evaluation of chat bots
Hazdra, Jan ; Sigmund, Tomáš (advisor) ; Čermák, Radim (referee)
This thesis deals with the evaluation of theability of machines to imitate human behavior. Presents a brief history of the development on the field of artificial intelligence and intelligent machines, specifically chat botsand describes their evolution throughout the 20th century. It describes the most important features and building blocks of chat bots, including the most widely used programming languages for creating them.It also describes the theory of A. Turing, the test and the imitation game, on which is based methodology for evaluating chat bots. Then it also examines the criticism of the Turing's test by J. R. Searle's chinese room argument that is used for its better understanding and finding its boundaries. The work also describes H. Dreyfus's assumptions, which led to optimism in the late 90s in development in artificial intelligence and limits of artificial intelligence, on which he pointed out. The main objective is the metodology proposed in the second part, which is used for comparing selected chat bots and then used for their evaluation. Overall evaluation consists of evaluations in the sub-categories in which will be individual chat bots scored. The methodology is based on the Turing test, which slightly modifies, but also extends thanks to the ideas of other authors.
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Prototyping of mobile apps and their testing in real environment
Ornst, Zdeněk ; Sigmund, Tomáš (advisor) ; Michaličová, Alexandra (referee)
This thesis describes process of designing mobile user interface with regard to the context of use. In this context the discipline of prototyping and its utilization for designing is further examined. Next focus is on the principles of user testing of usability in mobile applications. Building on theoretical knowledge the solution for usability testing of prototypes in real environment is proposed. It aims to more effective process of designing mobile applications. The solution is presented on real case with evaluation of its success.
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Application of neuroscience in the field of marketing in relation to ethics
Smetanová, Alžběta ; Sigmund, Tomáš (advisor) ; Vacura, Miroslav (referee)
The bachelor thesis Application of neuroscience in the field of marketing in relation to ethics focuses on a current topic of neuromarketing and its ethical aspects. Firstly, it describes neuroscience as a discipline which lays the foundation for neuromarketing. Consequently, it defines the term neuromarketing and briefly summarizes its history. The thesis continues with a thorough examination of practical use of findings of neuroscience for commercial purposes, ranging from basic principles of neuromarketing to a relevance of this relatively new discipline. While reflecting diversity of opinions on the actual contribution of neuromarketing, the thesis proceeds with a discussion of the issue of communicating neuromarketing methods on a business-to-business market and then pays close attention to potentially unethical areas in the practice of neuromarketing. In its final part, the thesis debates a question of manipulation through the lens of three different approches to moral philosophy, namely utilitarianism, deontology and the ethics of responsibility.
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Intelligent Personal Assistants: Present state and potential risks
Smysl, Tomáš ; Sigmund, Tomáš (advisor) ; Kunca, Tomáš (referee)
This bachelor thesis aims to describe what is meant by term Intelligent Personal Assistant and what are the capabilities of this technology nowadays. The technology is being presented in the context of following topics: Internet and the Artificial Intelligence. These topics are commonly associated with few problems and risks. The problems connected with Internet and Artificial Intelligence might be inherited by the technology of Intelligent Personal Assistants (IPA) and because of other aspects of the technology, the risk of outcomes that may be potentialy harmful can be even higher with IPA than originaly. This thesis aims to define problems connected with privacy and addiction. It describes risks that arise from delegating mans work to a machine and potential danger of giving a machine personality traits. Eventually, the thesis suggests a possible solution.
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