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Interpretation of Pre-election Polls in The Czech Printed Dailies
Tučková, Kateřina ; Nečas, Vlastimil (advisor) ; Vochocová, Lenka (referee)
The diploma thesis Interpretation of Pre-election Polls in The Czech Printed Dailies studyies the ways in which media portrays data from election polls as part of thier news service. The thesis draws from theories of media effects, the research of which indicates a possible influence of media content on the formation of public opinion or even voting behaviour. For this reason, it maz be expected that the media present data in line with certain standards. However, in the Czech Republic, there is no code of conduct that would formulate such requirements. This leads to an ongoing struggle between the research agencies who supply such data and the media who present it to the public, where each party judges the content's quality by different measures. Some of the often criticised errors include misinterpretation of data and an insufficient explanation of the research's background. This paper uses quantitative content analysis to examine 154 articles from Czech printed journals across the three pre-election periods (2010, 2013, 2017) with the aim of determining in which form the results of pre- election polls are presented, and if all necessary data are added. The final analysis looks at the data as a whole as well as examining the trendlines during the studied time period. In conclusion, it evaluates...
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Sociological Analysis of Recruitment of Qualitative Research Project, especially focus groups in Praxis of Marketing Research
Fridrichovská, Tereza ; Jeřábek, Hynek (advisor) ; Buchtík, Martin (referee)
This bachelor thesis is sociological analysis of recruitment phase of qualitative research projects, especially focus groups in praxis of marketing research. First part of thesis introduces history of focus groups methodology until its nowadays form including rules of its realization. Thesis further deals with history of marketing research within Czech Republic with focus on focus groups methodology and continues until description of todays situation. Next part characterizes projects of qualitative research, especially focus groups with its all varieties. Overmore it brings overview of recruitment methods and standards used in praxis and mostly carried out by Simar association. Last part of thesis is dedicated to methodology and research conducted among five recruiters, who are responsible for qualitative research projects recruitment. By using interviews with them, author describes whole recruitment process, defines its critical points and proposes points for optimization.
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Market research in Czech Republic and its development
Kambourova, Tzveta ; Postler, Milan (advisor) ; Zahradníček, Stanislav (referee)
The paper deals mainly with the market research in the Czech Republic but also contains a part which deals with the market research in Czechoslovakia. The first part of the paper is theoretical, contains the basic theoretical characteristic of the market research-its definition, its goal, its origin, selected types of research, selected methods of research and the code of the market research. The second part is concerned with the market research from the period before World War II until the end of the last millenium. This part focuses on researchers, themes of researches used methods and on the role of the association SIMAR within the context of economic, and political background and the technical progress. The last part of the paper contains further development of the market research in the Czech Republic until present-again in the context of the economic and political background and the technical progress, and also an outline of the possible future trends in the market research in the Czech Republic are involved in this part.
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