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Quantitative marketing
Ráčková, Adéla ; Hušek, Roman (advisor) ; Beck, Jiří (referee) ; Hlaváček, Jiří (referee) ; Tomek, Gustav (referee)
In my dissertation I am interested in the management of marketing cummunication and techniques which make this communication more effective. The main topic of this thesis is the optimization of marketing communication which is discussed from the theoretical point of view at first. Then a social network analysis improving additional and complementary information to predictive models related to customers' behaviour is a part of this thesis. The analysis of social network represents an approach which is used for study of social structure and the analysis of social linkage of individuals in a form of relational data is a subject of its interest. Models of binary choice are used to estimate predictive models, the main attention is dedicated to the logistic regression, further to the logit and probit models including discussion related to the possible use of models of multinomial choice. The mentioned techniques are combined in the application part. The telecommunication market is selected for case studies because it represents a dynamically developing market opened to new and fresh technologies and approaches. Three case studies are discribed in this thesis. The first study is focused on the optimization of proactive telemarketing campaigns realized with foreign telecom operator. The second case study is focused on the optimization of reactive telemarketing campaings what means the optimization of marketing communication in call centers in czech telecom operator. The third case study relates to the important change of czech telecom market which happened in April 2013 and to the role of predictive modelling and optimization in it.
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An Interrelationship Between Stock Indices
Křepelová, Marika ; Pánková, Václava (advisor) ; Ráčková, Adéla (referee)
This work analyzes an interrelationship between stock indices S&P 500, FTSE 100, DAX, HSI, Nikkei, BSI and PX in a time period from September 2004 till March 2010. Such an interrelationship has already been examined and a dominating position of American indices has been found. This influence was stronger during a financial crisis. Because the examined time period covers both financial crisis and the period before, the work studies their interrelationship in the whole period and at the end in the time period before financial crisis. The influence of one stock index on the other can be cause by several factors: (i) dominance of influencing stock index, (ii) efficient market and (iii) financial crisis. As the reaction of stock index is evoked from new information, the intention of this work is to take into account nonsychronous trading of stocks exchanges. Therefore I explored those exchange stocks closing earlier than the others start in two ways by respecting the time lag and by non-respecting the time lag. The interrelationship between the indices was modeled with help of VAR models and proved by Granger causality test.
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Analýza spotřeby v ČR 1996 - 2008
Kyncl, Jan ; Tichý, Filip (advisor) ; Ráčková, Adéla (referee)
Práce se snaží vysvětlit spotřební závislosti v ČR pomocí známého tvaru makroekonomické keynesiánské spotřební funkce. V první části jsou shrnuty základní poznatky teorie lineárních regresních modelů a způsoby jejich odhadu. Dále teoretická stránka ekonomické, statistické a ekonometrické verifikace modelu. V druhé části jsou teoretické znalosti využity v praxi na reálných datech z národních účtů ČR. Je sestaven vhodný regresní model spotřeby a proveden jeho odhad a verifikace.
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Travelling salesman problem solved by Clark-Wright's method
Brož, Vojtěch ; Fábry, Jan (advisor) ; Ráčková, Adéla (referee)
Essay solves two real-life travelling salesman problems with 18 and 30 nodes. Applicating Clark-Wright's solving method chosen by author as most suitable, mainly because it takes into account real constraints. In the beginning the essay consists of travelling salesman's problem needful theoretical basics, it's resolvability and practical use. Followed by detailed description of Clark-Wright's method computational process. Solving of real-life problems includes also the description of how were data used in essay obtained and adapted. The results are compared with optimal solution and results gained without including the constraints. Possibility of using this method in practice is discussed in conclusion.
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Application modified Romer´s model for the Czech Republic
Ráčková, Adéla ; Hušek, Roman (advisor) ; Pelikán, Jan (referee)
Diplomová práce se zabývá modifikovaným IS-MP-IA modelem české ekonomiky rozšířeným o veličiny týkající se EU. Model zachycuje vliv eknomiky EU na ekonomický vývoj ČR a umožňuje snadno interpretovat dopady prováděné měnové a fiskální politiky. Lze říci, že použitá GARCH metoda je vhodná pro odhad modifikovaného IS-MP-IA modelu a pro následnou predikci.
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