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Segmentation of the organic food market
Doležalová, Barbora ; Koudelka, Jan (advisor) ; Ježková, Renata (referee)
The goal of this masters thesis is focused on segmentation of the organic food market in the Czech Republic based on analysis of similarities or differences among consumers in Czech organic food market and also find out who is a typical organic food consumer. The thesis is divided into three parts, the theoretical, the methodological and the practical part. Process of the market segmentation, methods and approaches of the segmentation, the basic concepts and legislation on the matter are described in the theoretical part. Furthermore, mapping the situation of the contemporary state of the Czech organic food market. Marketing research is introduced in methodological part of the thesis. The practical part includes market segmentation by using secondary data MML - TGI (with Data Analyzer software) and primary data from quantitative research (with SPSS software). Variables were reduced to the four factors by using factor analysis. Then consumers were put into five clusters based on cluster analysis. Segments were characterized in detail using a general analysis, contingency tables, MCART analysis and multivariate statistical methods. Finally, there were elaborated appropriate marketing recommendations for the individual segments to effective marketing communication with them.
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The history of television audience research methodology in Czechoslovakia and in the Czech Republic
Vitková, Zdeňka ; Reifová, Irena (advisor) ; Bednařík, Petr (referee)
Diploma thesis "The history of television audience research methodology in Czechoslovakia and in the Czech Republic" deals with measurement methodology of TV ratings with focus on the recapitulation of the whole process of data acquisition. In the first part of the work, the author approaches theories about audience measurement and social use of television. The following part already concentrates on the development of the audience measurement methodology from the diary method to electronic measurement. The diary method measurement is divided into three periods: measurement before 1970, surveys in 1970 - 76, measurement after 1976. As for electronic measurement author deals with measurement methodology and development of new technologies. The work is enclosed by the brief summary of the audience measurement methods in other selected countries.
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Financial impacts of the economic crisis on Czech festivals of classical music
Jelínek, Jakub ; Riedlbauch, Václav (advisor) ; Mikan, Pavel (referee)
The main objective of this thesis is to map and interpret the financial impacts of the economic crisis on a selected group of classical music cultural events by describing the influence of the possible decline in financial resources on their output and efficiency. The first part of the thesis presents the theoretical basis of culture financing and cultural policy in the Czech Republic and sums up the fundamental economic theories of the behaviour of economy during economic crisis, thus providing a starting point for further interpretation of the performance of these organizations. The second part of this thesis comprises qualitative research of possible variables on a representative sample of classical music festivals. The research is carried out through a content analysis of their annual reports and a secondary analysis of other data provided by relevant institutions. The final section of the thesis attempts to evaluate the impact of the economic crisis on the cultural sector, to confirm or disprove the initial premises and to evaluate generally the financial stability of the Czech classical music festivals.
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Analysis of the activities of South Korean companies from music industry in the European markets
Vohradská, Zuzana ; Zamykalová, Miroslava (advisor) ; Gullová, Soňa (referee)
This master thesis analyzes activities of South Korean companies from music industry in the markets in Europe and this analysis is based on a questionnaire survey. The first part focuses on the theory and describes the Korean popular music, cross its history, major companies in the sector and their activity in foreign markets. In following theoretical chapters there is the definition of basic marketing terms, the theory of marketing research, its methods and evaluation and use of marketing research in culture, a summary of the economic situation in South Korea and differences in business negotiations between Koreans and Europeans. The practical part of the thesis describes in detail the selected companies, their products and activities in Europe. Furthermore there is an introduction to research and information about the survey. The final part deals with the evaluation and interpretation of the findings, conclusions drawn from the information obtained and the proposed solutions.
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Quantitative media research: challenges and limitations
Pevný, Jiří ; Jungová, Eliška (advisor) ; Jirák, Jan (referee)
The diploma thesis concentrates on description of qualitative research of media audience. It is divided into three parts, in first of them introducing historical and teoretical background of the attitudes towards media audience and general methodology of quantitative research as well. Stages of the quantitative research project, description of variables and sampling and most widely used ways of field work compose the core of this part. Following section is focused on history of quantitative research of the media audience worldwide and particulary in Czech Republic (or former Czechoslovakia). In detail the most important up-to-date quantitative surveys in field of radio, television, print and internet are presented. The last part can be divided into two - first of them describes the limitations of the research itself by reason of current technical or economical conditions. Second one offers the view of potential future and challenges that might come to the quantitative research of the media audience.
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Analysis of Financing Research and Development in the Czech Republic
Vacek, Jan ; Hnilica, Jiří (advisor) ; Sieber, Patrik (referee)
The topic of this bachelor Thesis is an Analysis of Financing Research and Development in the Czech Republic. Research and Development (R&D) plays an important role in improving the competitive ability of the Czech Republic, for it constitutes a source for increasing productivity, economic growth and employment. The results of R&D lead to creation of new products and services, which in return increases the quality of life of the Czech citizens. This bachelor thesis focuses on analysis of financing R&D in the Czech Republic. The objective is to find out who finances R&D in the Czech Republic, where do these funds go to, and what they are used on. This thesis also focuses on R&D employees and R&D departments in which they work. The bachelor thesis is concluded by comparison between the R&D data for Czech Republic and other countries form the Europian Union.
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The current situation of Social Services, comparation with the legal adjustment after January 1,2007.
SERBUSOVÁ, Martina
{\clqq}Everyone is equal before the law{\crqq} which applies also for the field of social services since 1st January 2007 because after many years of preparatory stages Act n. 108/2006 Sb. On Social Services entered in force. This act having been passed means a break through moment for social workers, social services providers as well as for the citizens and beneficiaries of social benefits and services. The paper is divided in a theoretical and a practical part. In the theoretical part I dealt with the development of social services, introduction of the new Act n. 108/2006 Sb. On Social Services into our social system and I compared the allowance for attendance of a next of kin or other person according to Act n. 100/1998 Sb. On Social Welfare and the attendance allowance according to Act n. 108/2006 Sb. On Social Services. In the practical part I concentrated solely on the attendance allowance since, according to my point of view, this is the greatest change the new Act On Social Services brought about and it plays a very important part in this field. The research was carried out using the questionnaire research method. The questionnaire was filled out by social workers employed in the attendance allowance department at local authorities of communities with extended powers in South Bohemia. 57 questionnaires were handed out, 48 of which were in total used for the paper. Graphs were used to evaluate the research part. The goal of the paper was the assessment using the SWOT analysis of the allowance for attendance of a next of kin or other person according to Act n. 100/1998 Sb. On Social Welfare and the attendance allowance according to Act n. 108/2006 Sb. On Social Services. Regarding this goal the following hypothesis was set: Social workers consider the attendance allowance according to Act n. 108/2006 Sb. On Social Services offering more strong points and more opportunities than the allowance for attendance of a next of kin or other person according to Act n. 100/1998 Sb. On Social Welfare. Results of the carried out research confirm this hypothesis. In spite of other problems that are to be dealt with in connection with this Act, we can presume that the introduction of the attendance allowance into the system of social services was and shall be the right step.
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Film induced tourism
Čepková, Petra ; Abrhám, Josef (advisor) ; Kalábová, Markéta (referee)
The master thesis deals with new phenomenon in tourism film induced tourism. The main objective of the master thesis is to characterize film induced tourism which could be used as a tool to increase the attendance of the destination where the film was shot. Next main objective of the thesis is evaluation of film induced tourism in Europe, more precisely in Great Britain and Northern Ireland where the film induced tourism is at relatively advanced level. The master thesis is divided into the eight main chapters. The first part briefly defines term tourism, its importance and tips related to the place of realization. In the second chapter there is described management of destination, following with marketing direction in the fourth chapter. In the fifth part, there is definition of film-induced tourism, related history, supply, the opportunities of marketing promotion and typology of the film induced tourist. Next parts of thesis show significance and efficiency of film induced tourism, film induced tourism in Czech Republic and in the Europe where the main attention was focused on Great Britain and Northern Ireland. The last chapter refers to own research where the potential of film induced tourism was investigated by using quantitative and qualitative methods from respondents which were based in Czech Republic.
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Marketing and communication strategy of Spotify streaming service
Petlach, Radim ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The objective of this Masters`s Thesis is an analysis of marketing and communication strategy of Spotify, the music streaming service, and subsequent presentation of proposals and recommendation with the aim to improve existing strategy. The thesis consists of theoretical and practical part. In the theoretical part, basic terms such as marketing, marketing mix, marketing and communication strategy, are defined. In the practical part, streaming service Spotify, its marketing and communication mix and competitors analysis, are described. A substantial part of this thesis is own market research in a form of a survey. Findings and results derived from primary and secondary sources help the author to draw conclusions and provide recommendation for improvement of existing marketing and communication strategy of Spotify in the Czech Republic.
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