|
|
Validity of Direct Measurement of Stated Willingness to Pay in the Context of Fair Trade
Mičínová, Veronika ; Remr, Jiří (advisor) ; Hendl, Jan (referee)
The diploma thesis deals with validity of direct measurement of stated willingness to pay (WTP) in the fair trade context based on two-phase measurement applied in the INESAN survey. Attention is also paid to the unit of answer to an open-ended question and to the functionality of WTP as an indicator of purchase intent. First, fair trade, the concept of WTP with focus on areas of its application, ways of measurement, critics and problems of its use are introduced from the theoretical perspective. Further, cognitive aspects of the process of answering survey questions as a way of testing the functionality of a measurement tool are analyzed. The thesis is built on a combination of two survey methods, cognitive interviews and secondary analysis of quantitative data. It concludes that measuring WTP for the purpose of capturing the value of fair trade using direct stated method of measurement is problematic as numerous risks with impact on validity of acquired data appear. Those risks concern both the particular way of measurement and the direct stated WTP measurement in general, starting with ambiguous interpretation of WTP questions for a fair trade product among respondents. The thesis also shows that answering open-ended question in the form of percentage is cognitively more demanding than in the...
|
|
|
Response strategies of behavioral frequency questions
Tůmová, Markéta ; Remr, Jiří (advisor) ; Soukup, Petr (referee)
The thesis "Response strategies of behavioral frequency questions" deals with response strategies that respondents use to determine the frequency of behavior during the cognitive process of answering to the open-ended as well as closed behavioral frequency questions. The author uses a combination of research methods of cognitive interview with secondary analysis of quantitative data from the European Social Survey Research. The analytical part describes different types of response strategies used by respondents and deals with variety of factors that influence the choice of these strategies. The author analyzes the influence of the question format on the choice of the response strategy and on the answers to the same behavioral frequency questions. The thesis concludes that the choice of a particular response strategy is affected by the respondent's memory, the context within which the respondents have connected the behavior, regularity and absolute frequency of the behavior. The question format affects respondent's answers and it plays an important role during the cognitive process of answering behavioral frequency questions.
|
|
|
City Space and Place of Residence from the Eyes of Children from Praha-Kunratice
Hrušková, Tereza ; Temelová, Jana (advisor) ; Drbohlav, Dušan (referee)
CITY SPACE AND PLACE OF RESIDENCE FROM THE EYES OF CHILDREN FROM PRAHA - KUNRATICE ABSTRACT The aim of this thesis is to capture children's perception of the place of residence and the way they use it. The actual research has been done based on introduced cognitive processes during childhood, took place in Praha - Kunratice and there were several quantitative methods of investigation used. Using the participating and non-participating observation confirmed the assumption that children in their place of residence engage in activities away from their home. The half-stuctured interviews with selected target groups and mental maps creating followed. The child participants were sketching their ideas about the surroundings of their home. There opinions were thereafter clarified in the discussion. The analysis of the mental maps was done by comparison of age and tender.
|
guest ::
