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Strategy for e-shop expansion into the DACH region with a focus on SEO
Raymanová, Lenka ; Koudelková, Petra (advisor) ; Houdek, Petr (referee)
This Master's thesis presents a detailed analysis of the market potential of the individual countries of the DACH region - Austria, Germany and Switzerland - in the context of expanding e-commerce into these countries. Specifically, it focuses on the expansion of the Czech e-shop KLENOTA, which focuses on the sale of handmade gold jewellery. The paper identifies the key factors for the company's successful operation in German-speaking markets. The theoretical framework for developing a strategy for expansion into foreign markets is described and the basic concepts related to e-commerce and expansion abroad are explained. The practical part of the thesis contains analyses of the individual markets in the DACH region. PESTLE, SWOT and competitive analyses are carried out, as well as keyword and content gap analyses. The author focuses on the jewellery industry. On the basis of these analyses, specific strategic steps are proposed for the expansion and strengthening of the company's position in these markets. The main contribution of this thesis is a comprehensive view of the factors influencing the expansion of e-commerce stores in the DACH region, thus helping e-commerce stores to plan their expansion in this area. The work also provides a comprehensive insight into the important area of search...
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Comparison of NASA and ESA strategic communications
Thein, Filip ; Poliaková, Karolína (advisor) ; Houdek, Petr (referee)
This thesis deals with the differences in communication between the American space agency NASA and its European counterpart ESA. The theoretical part focuses on the communication of astronomy, historical development of agencies, and cooperation with other national and private entities. In the practical part, NASA and ESA's direct communication with the public is mapped. The aim of the work is to compare the differences in the strategic communication of space agencies and to find key communication aspects. Research carried out using a comparative method and thematic analysis reveals how the communication of the European and American agencies differs. As part of data interpretation, results are tied to their organizational structures, agency histories, stated values, and funding.
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How to ask for donations: an experimental approach to fundraising on social media
Hamrová, Alžběta ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
The objective of this thesis was to compare the effectiveness of different psychological effects used in fundraising and to determine which ones are most effective in motivating people to donate in a digital landscape. The research consisted of a field experiment that tested the following elements of charity appeals using social media ads of the organisation UNICEF Czech Republic: gain and loss framing, message type (statistical or anecdotal information), and the use of inclusive or exclusive language. Based on the data, there were no statistically significant differences in the donation intention using the above methods. Thus, for the most part, the results did not support the findings of previous laboratory experiments, which is subsequently set in the broader context of replicability of social science studies. The thesis highlights the importance of retaining some degree of detachment when implementing strategies based on findings from laboratory research into practice. There are reasons to be cautious, both because of the publication bias and because of the diverse conditions in which research takes place, which may influence the effectiveness of particular fundraising tactics. The main contribution of this paper lies in the high ecological validity of the field experiment and the subsequent...
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The influence of political beliefs on the evaluation of objective information
Ševčíková, Nina ; Shavit, Anna (advisor) ; Houdek, Petr (referee)
The diploma thesis looks at the issue of political conviction among Slovak voters and the subsequent analysis of the influence of this conviction on the evaluation of information. As a goal, with the help of quantitative research, specifically a questionnaire survey, it determines to map this impact. The theoretical part therefore deals with two main parts. In the first, it tries to define political belief, its formation among voters and enumerates various influences that act on it. It further categorizes political beliefs. In the second theoretical part, the thesis dives into the Slovak context of political communication, analyzes party families, the current state of political parties and focuses on the Slovak voter and his perception of democracy. In the practical part, the objectives of the research are defined. The results showed that respondents who identify their political beliefs as strong are much more decisive in evaluating the received information based on agreement and disagreement. At the same time, the findings indicate that voter identification on the left-right scale of political orientation does not have a significant impact on agreement or disagreement when receiving information.
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Evolution of dowry
Pokorný, Daniel ; Kuběna, Aleš (advisor) ; Houdek, Petr (referee)
The topic of marriage markets is solved mainly by economics scientists so far (Tertilt 2002, 2005, Botticini and Siow 2003). Much less attention about this issue is paid by biologists. It is still unclear how variant types of marriage transactios influence the shape of societies. However, the importace is not negligible. Uderstanding of these questions may help us at least partly answer to some of the problems current societies face to. keywords: dowry, brideprice, marriage transactions, social structure
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Development of the use of the decimal classification in the Czech ambient
Poljaková, Anežka ; Pálka, Peter (advisor) ; Houdek, Petr (referee)
Cílem bakalářské práce je shrnutí vývoje a využití desetitmého třídění v českých knihovnách a jiných informačních institucích. V práci jsou nejprve popsány hlavní rozdíly mezi nejvýznamnějšími pořádacími systematyckými jazyky: Deweyho desetinném třídění, Mezinárodním desetinném tříděním a Tříděním Kongresové knihovny. Hlavní důraz je kladen na podání jejich charakteristiky a popsání jejich struktury. Pozornost je zejména věnována prvním pokusům o zavedení desetinného třídění v českém prostředí -je zde uveden výčet nejvýznamnějších osobnosti, které se u nás ponejvíce zasloužily o propagaci a rozšiřování věcného pořádání informací. V navazujících částech jsou popsány snahy o všeobecné zavedení tabulek a pokusy o jejich příslušná vydání. Na něž navazuje modifikace desetinného třídění L. N. Tropovského a následující vydání Tabulek desetinného třídění ÚTEINu a dále tvorba oborových a odvětvových výtahů. Poslední část je věnována pokusům o vydání úplných československých tabulek. V závěru je shrnut celkový přínos desetinného třídění pro české země.
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The use of eye tracking in marketing research
Smékal, Jan ; Vranka, Marek (advisor) ; Houdek, Petr (referee)
This bachelor thesis deals with the use of the eye camera in marketing research. The introductory part focuses on the basics of eye physiology, which are necessary for understanding the principles of eye tracking. This is followed by an introduction to the process of measuring the path of vision, its history and the development of methods. It introduces the reader to the eye camera and its most important parameters and introduces him to examples of practical use of eye tracking in various areas. It also describes the capabilities and limitations of the eye camera, the possibilities of combination with other research methods and, last but not least, it also contains a practical demonstration of the possibilities of analysis and visualization of measured data. Then it looks at eye tracking in the context of marketing and visual perception and introduces the reader to the application of the eye camera in various areas of marketing research. The practical part aims to bring the reader closer to the practical side of eye-tracking. Through a specific example, it shows what such research looks like and what it entails. From experiment design planning to data analysis and interpretation. The research examines the general phenomenon of the influence of the direction of the model's view on the effectiveness...
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Comparing factors influencing purchase behavior of given target groups in beer segment
Konopásková, Michaela ; Schneiderová, Soňa (advisor) ; Houdek, Petr (referee)
This bachelor 's thesis focuses on factors influencing purchase behavior of given target groups in beer segment. It focuses mainly on individual factors, which can enter the decision-making process and somehow affect it. The first part of the thesis focuses on history of brewing and of beer bottles in the Czech Republic. After that, the internal and external factors affecting decision-making during purchase are being introduced. Also purchase behavior is being defined and whole purchase-making process is described. Practical part of the thesis focuses on general knowledge of beer brands and individual factors affecting given target groups using quantitative research. The goal of the thesis is to find out about the preferences of the examined target groups and shed a light on the factors affecting purchase behavior.
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