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Market of marketing research - analysis of contemporary state, prediction of future development, international comparison
Laschoberová, Libuše ; Zamykalová, Miroslava (advisor) ; Koudelka, Jan (referee) ; Machková, Hana (referee) ; Přikrylová, Jana (referee)
Marketing research is an important part of marketing, it delivers information which can be used to support decision making, for creation of plans and strategies, and also for their subsequent evaluation. Monitoring the current market, competitors and consumer behaviour, marketing research creates a competitive advantage, increases the level of certainty and reduces the level of risk to the business. It is essential that the marketing research is conducted in a professional manner. The dissertation work of Libuše Laschoberová provides readers with one document which analyses marketing research in a complex way -- it comprises of detailed information about this market and its environment in context, basic theory, brief description of historical development, selective important data, international comparison, up-to-date trends, prediction, data and opinions of marketing research agencies and experts in this field. There are also practical examples which illustrate some theoretical findings. It is focused on analysis of the contemporary state of this branch, prediction of future development and international comparison. In a practical business environment this would help to gain a deeper understanding of the market research process via the collective and structured information contained in this dissertation. The analysis was conducted independently and objectively. From a practical point of view it is an especially important section which describes the possible future trends in the market. It enables the business to adapt to these trends, create appropriate strategies and therefore prepare the firm for likely future developments. The essential part of this dissertation is based around two separate research projects which resulted in new, previously unknown data. The obtained information confirmed the assumed hypothesis and brought experts' opinions on selected issues. It can be concluded that: 1) Czech firms change their point of view on marketing research -- they are beginning to understand its benefits and use them to their own advantage. 2) Clients' requirements for quality and professionalism of marketing research are increasing. 3) The percentage of international marketing research is growing, whereas the number of projects on national level is in decline.
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