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Communication Strategy of the Company
Doxanská, Kateřina ; Vlček, Josef (advisor) ; Forst, Václav (referee)
Communication Strategy of the Company Abstract The subject of this thesis is the communication strategy of the company SIKO KOUPELNY a. s. The thesis is divided into the theoretical and the practical part. The first part deals with theory of the issue of marketing strategy, marketing mix with a focus on marketing communication and marketing communication mix. This section is also introducing the company SIKO KOUPELNY a. s., its customer communication and use of tools of communication mix. There are included the questionnaire research focused on the communication of the company, the evaluation of results of the research and proposal of possible solutions in the second part of the thesis.
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KM-SYSTEM Co.-Taking the New Health CHAIR Ásana to Czech Market
Šiler, Jakub ; Průšová, Petra (advisor) ; Forst, Václav (referee)
Bachelor thesis summarizes the basic methodology of market research with an emphasis on introducing a new product to the market. Special attention is paid to market research methodology, definition of target groups and selection of appropriate method of data collecting. Theoretical bases are used to design research focused on sales and communication strategy of the specific product - Ásana health chairs - for the Czech Republic. Sub-topics include issues of sedentary jobs and their influence on health problems, cooperation among employees and employers in solving of working environment issues, definition of ideal health chair, motivation to purchase and price test. The results can be used for adjusting the company strategy, further research is recommended in the last section.
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Comparison of selected data collection techniques of quantitative research
Utler, Richard ; Tahal, Radek (advisor) ; Forst, Václav (referee)
The thesis analyses the differences that result from using of specific data collection method, computer assisted telephone interviewing (CATI) and computer assisted personal interviewing (CAPI). The main findings are based on election model built by research agency TNS Aisa for elections to the Chamber of Deputies of the Parliament of the Czech Republic in 2013. The aim of the thesis is to determine whether the chosen method of data collection influences the results of the estimated electoral preferences, to determine in which sociodemographic categories it is happening and whether the differences in the obtained data are related to the ideological orientation of the political parties. The dependence of the results on the data collection method is assessed by the chi-quadrate independence test. Further, through personal interviews with researchers, it is determined at what stage of the research process the data may be distorted and what its possible causes are. The benefit of the thesis is the finding that the chosen method of collection influences the established preferences among voters aged 30-44, university graduates and voters living in Prague. In these groups, the left-hand side ČSSD is preferred more by personal interviewing and right-handed TOP 09 through telephone interviewing. The collection of data itself was evaluated by the most risky phase of the research process, in which possible distortion could occur. While the accuracy of personal interviewing depends largely on the interviewer's personality, the sources of distortion of the telephone inquiry result more from the nature of the use of the phone itself.
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