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Psychological aspects of the theory of advertisement
Bahník, Štěpán ; Sirůček, Pavel (advisor) ; Džbánková, Zuzana (referee)
Present work describes two ways of application of psychological findings to economic theory of advertisement. Psychological findings may help with evaluation of different economic approaches of the study of advertisement. Evidence from psychology of persuasion is applied to the question, whether advertisement is used as a source of information. The work then inquires into the possibility, that advertisement can enhance utility. Summarized studies indicate, that it may indeed be so. During the inquiry, neuroeconomics is applied and it's basic methods are presented. The concluding part describes ramifications of chosen approach.
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Analysis of consumer attitudes to the various types of stores
Puchtová, Kateřina ; Bártová, Hilda (advisor) ; Černá, Jitka (referee)
This thesis deals with analysis of consumer attitudes to various types of stores. Its goal is to determine these attitudes and define the various segments of consumers who go shopping in those stores. Further to recommend an appropriate marketing strategy on the basis of the obtained results. The thesis is dividend into two parts. The first theoretical part prepares a theoretical basis for the second part, which is own research on consumer attitudes in Pilsen and environs. The first part of the theoretical basis defines the different types of stores. They differ in many characteristics and their combinations. The second part deals with the attitudes. It includes definitions of attitudes, defines their components, determines the attributes and functions, their formation and possibilities of change. The third section focuses on the segmentation. What segmentation is, how it is done and what is its aim. The fourth section describes the various ways of marketing communications and defines its goal. It also deals with psychological reasons for buying and own trade mark. In the second practical part I achieve own market research, whose goal is analysis of attitudes of pilsener consumers to the various types of stores.
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Classroom Climate at a Primary School
KURČÍKOVÁ, Martina
The thesis is divided into two parts - theoretical and practical. The theoretical part deals with terms related to its main theme ? the social climate of the classroom. This is especially the concepts of environment lighting, climate, atmosphere, teaching communication and socialization. The thesis focuses on explaining the formation process of class change its stakeholders, especially students and teachers, the possibilities of class climate and provides a brief overview of research results so far analyzed interested professionals. Marginally provides information on the developmental psychology of children younger than school age, school social climate and social climate of the teaching staff. The practical part focuses on research into the social climate in real classrooms. Studies were conducted at third, fourth and fifth classes of three elementary schools in the South region, using a standardized questionnaire "My class inventory?. The content of the practical work is to introduce readers to the used diagnostic method, the interpretation of the award process questionnaires, the completion and analysis of results of research in particular. The research results are presented graphically and accompanied by commentary. Finish their part of the practical conclusions that have been raised prior to the compilation of hypotheses.
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Youngs, values and media.
FANTOVÁ, Kristýna
This bachelor work deals with the problematics of value orientation of nowadays` youth, media models influence, and the influcence of media as such on the value orientation of our youth. In the theoretical part, work is divided into three sections. First section deals with the value orientation generally, it defines kinds and essence of values as well as it deals with the axiology in the history of philosophy. Second section deals with values, interests, attitudes and adolescence generally. Furthermore it deals with the axiological view on youth. Third section is aimed on media and rules of law that limit it{\crq}s activity within the frame of youth{\crq}s protection. Practical part consists of working out a questionnaire that will catch the intensity of consumation the media offer, influence of media model and receiving opinions, values and attitudes in construed media. It also consists of a high-school research and questionnaire evaluation.
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The value world of present youth
HAVELKOVÁ, Tereza
The aim of this work is to focus on using a questionnaire survey on the value orientation of youth and find out what values present youth prefers. The theoretical part of the work aims to explain individual key concepts. Closer to the views of different experts who have dealt with this topic. The practical part is focused on the evaluation of the collected data and description of the results. The questionnaire has task to find out what values the young people recognize, what considers in life of the most important and which pathologies of the community most condemns. Continue should reveal, if the young people have some views and in the case that they have, so what. The research will be also focus on the development of values with consideration of the age, the differences between boys and girls and disparity in values rising due to another place of residence and another social strata.
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Attitudes and value system of adolescents
MATĚJKOVÁ, Lenka
The title of this work is {\clqq}Attitudes and value system of adolescents``. This study deals with value system of adolescents and their attitudes to education, family life, leisure time and shows us their conceptions of their immediate future. The theoretical part of this work describes adolescence and thereinbefore terms. The practical part includes 4 presumtions which they relate to attitudes and system of values of adolescents and education of their parents influencing their children.
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The Attitude Analysis of Elementary and Secondary School Students to Romany Population
JANOTA, Pavel
The bachelor thesis briefly describes the fundamental of the attitudes and their formation. It informs the reader about a present situation of Romanies in the Czech Republic, predicates and shortly describes certain problems that Romanies deal with in particular parts of their lives. The theoretical part also briefly describes main aspects of the relation between the majority society and Romanies, informs the reader about a media presentation of Romanies and their present situation and points out the extreme form of the relation of the majority society to Romanies. The practical part contains a respondent informedness analysis about Romanies, their history and present situation and a respondent experience analysis with Romanies. Then there is an analysis of mutual relation among the pieces of information which the respondents have about Romanies and how they evaluate them afterwards. There is an analysis of mutual relation of the pieces of experience that the respondents have with Romanies and how the respondents evaluate Romanies then. Finally, there is an analysis of the sources where the respondents get their pieces of information about Romanies from. The aim of thesis was to find out the attitudes of the young to the Romany population and to analyze some of the influences which can be formative in this process.
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The relationship with the Police ČR and choosen nonconforming subcultures
ŠUPLER, Josef
The aim of my bachelor thesis was to describe the attitudes of the Police members in the CR to chosen subcultures existing in contemporary Czech society as well as identify possible antipathies towards certain subcultures. In the theoretical part I focused on defining relevant terms such as attitude, prejudice, stereotype and subculture. However, the major part of the literature search deals with particular subcultures like graffiti artists, participants in illegal free techno parties, hooligans, skinheads, anarchists, satanists, EMO style and gay and lesbian subcultures. Each subculture is briefly characterized, including its short history. Before starting the investigation I defined two hypotheses. Hypothesis no.1: Respondents inthe age group of 26 ? 35 years view the subcultures in a more positive way than the respondents over 55 years of age. This hypothesis was not proved. The views of the respondents were not significantly different. Hypothesis no.2: The subcultures which the respondents encounter when in service are viewed more negatively by them than the subcultures which they do not ever encounter. This hypothesis was proved. During the investigation I used the technique of quantitative-qualitative research according to my own questionnaire, together with in-depth interviews with several chosen respondents. The anonymous questionnaire was filled in by 106 respondents ? members of the Police of the Czech Republic, out of which there were 78 men and 28 women. The survey contained both the questions about the respondents and other questions related to particular nonconformist subcultures.The in-depth interviews were carried out with 6 respondents in order to investigate their attitudes more thoroughly.
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Attitudes towards ethnical and national minorities
SVOBODOVÁ, Kateřina
This Bachelor Thesis deals with the issue of attitudes of pupils of classes 7 and 8 of elementary schools of the Region of South Bohemia towards ethnical and national minorities. The theoretical part summarizes the current knowledge on selected minorities (Romany, Vietnamese, Ukrainian and American). The implementation of the practical part took place in form of quantitative-qualitative research made in February and March 2010 in classes 7 and 8 of selected elementary schools in villages under 7 000 citizens (ZŠ J. A. Komenského Blatná, ZŠ Bělčice, ZŠ Sedlice). The goal of the Thesis consisted in mapping of attitudes of the target group of pupils with differentiation by gender towards the most frequent ethnical and national minorities in the Czech Republic. The research results show that the attitudes of pupils of classes 7 and 8 towards minorities do not copy the attitudes of broad public stated in public opinion polls. Girls from the target set show more positive relationship to ethnical and national minorities than boys. It can be stated in general that pupils of classes 7 and 8 are relatively helpful and open towards minority groups of fellow citizens, but they are aware of problems related particularly to coexistence with Romany minority. Creation of positive attitudes towards minorities through school lessens and special programs and events for pupils is important with regard to the possibility of such individuals starting life without prejudices emerging in close environment of the individual on the base of stereotyped behaviour and thinking. The research shows that pupils of classes 7 and 8 are able to perceive the characteristics of the relevant groups on the base of interpretation presented by their environment but that they can also express their opinion on fellow citizens from other national and ethnical minorities they meet.
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