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This thesis deals with the mystery shopping, which is described from a theoretical and practical point of view. For its application in practice has been chosen area of Czech mobile operators. Telecommunications market in the Czech Republic points to a highly competitive environment. The aim of the work will be understanding and comparison of the advantages offered services and customer access levels for O2, T-Mobile and Vodafone in terms of three different clients (pensioners, students and entrepreneurs). As a result, this work should provide recommendations on what type of customer should each operator to focus the media with regard to perceived competitive advantage, and on what segment would in turn be incorporated into the future.

The thesis focus on detection of motivation and satisfaction of visitors and exhibitors of annual design fair Designblok 2011 in Prague. Its creation proceeded in cooperation with main organizers and the results aimed to be usable in practice while planning and organizing of forthcoming years. One part of it deals with visitor's research executed by personal questioning whose results were analyzed in statistic software IBM SPSS Statistics. Satisfaction and motivation of exhibitors in another section was detected by means of half-structured interviews. While analyzing all the findings the maximal applicability in real life of Designblok and future usability was emphasized. The conclusion includes summary and review of all the recommendations connected to partial research results.

Work is dealing with market of radio stations in Liberec with focus on analysis of the competition in this region. Theoretic base include structural analysis of branches, BCG matric and Porter's five forces model. Practical part is dealing with analysis of local radio station "Dobrý den" and suggests strategy and goals for years to come. One of the partial part is marketer research, whose point is to ascertain the most objective measure of quantity of radio listeners in Liberec. This indicator does not exist in official form, but this indicator is essential for local radio station on small market. Diploma work confront official measure of quantity of radio listeners measured in whole Ústecký and Liberecký region and measure of quantity of radio listeners measured in Liberec done by marketer research.

The first chapter of this thesis analyzes the marketing mix of Prague Quadrennial 2011. The following part focuses on marketing communication of this cultural event, reflecting the non-professional public. Based on data obtained from marketing research on the festival's perception and the last year's marketing campaign, the aim of this academic work is to propose possible improvements for the next festival's marketing campaign.

In the current big data era, customer data are being accumulated and managed at an unprecedented rate. Examples of big marketing data range from traditional brick-and-mortar retailers (e.g., point-of-sale or POS scanner data, radio-frequency identification customer tracking data, and supply chain data) to online retailers (e.g., e-commerce transactions, mobile location-based services, clickstream, and Web traffic data), and other user-generated contents (e.g., customer review, blogging, and social networking data). Among all off-line and online data sources, POS data are the most extensive and frequently regarded as the most valuable marketing asset of retailers. / This study proposes a visual marketing analytics framework (VMAF) to analyze POS transaction data. VMAF is introduced to transform POS data into a display of products and customers on a map. A visual dynamic marketing analytics framework (VDMAF) aims to analyze the time-varying transaction patterns on a joint space map. This map presents a thousand words and allows marketers to view product–customer interaction, which enables them to perceive, compare, and derive insights intuitively to execute correct marketing actions. / VMAF and VDMAF solve two key problems in visual marketing analytics. First, we represent products and customer segments from a high-dimensional space as points on a 2D space with zero dimension reduction errors. Second, we can conduct customer segmentation, product association, and prediction analysis simultaneously, thereby allowing marketers to visualize complete results on a single map and apply these results to marketing campaigns. We apply VMAF to the POS data set (37 products and 49,027 customers) of a fast-food restaurant over a period of one month. We also employ a VDMAF to analyze the transaction data set (28,092 customers and 27 product categories) of a supermarket over a period of four months. Thereafter, we illustrate the different applications and report the results. / 在今天的大數據時代，客戶數據呈現爆炸式增長並廣泛地收集。大數據營銷例子包括從傳統的實體零售店（例如銷售點終端掃描數據、RFID 的客戶跟蹤數據、供應鏈數據）到網上零售點（電子商務交易、行動定位位置服務、點擊流數據和網站流量通數據）和其他用戶生成內容（客戶評論、博客和社交網路數據）。在眾多線下數據和線上數據中，銷售點終端掃描數據 (POS) 往往被視為對零售商最有價值的營銷資產。 / 針對處理大量營銷數據的需要，此論文提出可視化營銷分析框架 (VisualMarketing Analytics Framework – VMAF) 分析POS 的交易數據。VMAF 把POS數據轉換成營銷地圖，把產品和客戶顯示在地圖中。動態可視化營銷分析框架(Visual Dynamic Marketing Analytics Framework – VDMAF) 是分析隨時間變化的聯合空間圖。一幅畫能繪出千言萬語，並讓營銷人員以可視化方式查看產品和客戶的互動，使他們能夠感知、比較和洞察消費者，得出正確的營銷行動。 / 可視化營銷分析框架 (VMAF) 和動態可視化營銷分析框架 (VDMAF) 解決營銷兩個關鍵問題。首先，我們沒有誤差地從高維空間數據表示產品和客戶群在二維空間上。其次，我們可以同時進行客戶細分、產品關聯分析、和預測分析，由此容許營銷人員透過視象方式在同一張地圖上觀看完整的結果，並應用分析結果在營銷活動上。我們應用可視化營銷分析框架 (VMAF) 在有37個產品及49,027顧客的快餐店POS交易系統，並使用動態可視化營銷分析框架 (VDMAF)分析一家超級市場的交易數據集的28,092顧客和27個產品類別超過四個月時間。我們將舉例說明不同的應用，並報告結果。 / Chung, Yu Ho. / Thesis Ph.D. Chinese University of Hong Kong 2015. / Includes bibliographical references (leaves 127-134). / Abstracts also in Chinese. / Title from PDF title page (viewed on 11, October, 2016). / Chung, Yu Ho. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only. / Detailed summary in vernacular field only.

The research stream on interpartner learning in international strategic alliances has evolved in recent years. Although several research problems have been addressed, there remain gaps in the literature about the facilitators and outcomes of knowledge acquisition in international joint ventures. To bridge these gaps, this research has two main objectives. Firstly, it identifies various antecedents and tests their effects on the acquisition of marketing know-how by the local partner from the foreign partner. Secondly, it investigates how the acquired marketing know-how impacts on the learning outcomes in an IJV.The findings of this study show the effects of eight antecedents on the acquisition of tacit and explicit forms of marketing know-how. Research gaps have been bridged by this study in several ways. The thesis has also answered the call for empirical studies to provide statistical evidence with respect to inter-organizational learning in the international arena. It contributes new measurement scales as well as suggests effective ways of acquiring marketing knowledge from foreign partners in IJV. / Doctor of Philosophy (PhD)

This thesis was designed and written with advertising stakeholders in mind. The aim of my thesis is to illustrate how listening to and understanding the behavior and voices of consumers from the perspective of a trained anthropologist can improve advertising strategies. My instruments for conducting this research include an in-depth investigation of 28 consumers who use organizing devices (e.g. personal digital assistants and paper-based organizers) and a qualitative analysis of two print ads from Palm, Inc. In the first phase of my research, I employed ethnographic techniques and analyses to shed light on the usage-based benefits consumers realize by using organizers. In the second part of my research, I reveal my analysis and interpretations of print ads from Palm, one of the world's largest producers of organizers. My research culminates with the placement of the Palm advertisers' decisions in a critical framework. I do this by illuminating the consonance and contradiction between the ways in which I found consumers using organizers and the ways in which they are promoted in the advertising. Among other things, my research found informants using their organizers as a means to escape the tedium of commuting to and from work; I also found informants using their organizers to extend their memory capacity and create solutions to problems. In the end, my interpretations lead to pragmatic conclusions that potentially make advertising strategy more efficacious: Palm advertising should create scenes in which people are actively using their organizers to achieve benefits (e.g. memory, entertainment, etc.) they seek. / Graduation date: 2003

In order to stay competitive and to be the first choice for customers in a world driven by a high level of competitive advantage, it is important for companies to stay ahead of the competition by conducting thorough market research. Even if this tends to be the case, many products still fail when reaching the market, leaving companies with great losses. The reason for this could be that the development of existing research methods has stagnated, or that they simply lack the ability to find the true answer as to what intentions underlie consumer’s decision making when shopping. Many believe that a new method is desired in order to get a better picture of what customers really think. As a solution to the problem, researchers are using a mix of neuroscience and marketing in order to get into the customers minds. Therefore, this study seeks to create knowledge about the new emerging trend called neuromarketing and its potential as a complement or substitute to surveys, interviews and focus groups. In order to achieve this purpose, relevant theory was collected and compared to the empirical data from focus group studies that were conducted. Findings show that scanning customers’ brains, for now, cannot fully substitute surveys, interviews or focus groups, since each have their own investigational characteristics. This could although change as neuromarketing still is in an early development stage and researchers believe that the method has good future potential. Although neuromarketing cannot be seen as a substitute for now, it still has its advantages compared to surveys, interviews and focus groups. We therefore see that scanning of the brain could be used as a sufficient complement to the other methods through triangulation if companies can afford it.

In order to survive well in the rapidly changing and very competitive E-Commerce age, a website manager must discern the customer behavior all the times and carry out the necessary marketing research and therefore proceed the right marketing decisions at the right time. Although the Internet brings a new chance to the small and medium enterprises (SME), it is not easy for them to develop an online marketing research system by themselves due to the scarcity of resources. In order to let the SME have better online marketing capabilities, the purpose of this research is to develop a scaleable, flexible, and portable online marketing research system. What the flexibility means is that users can configure the system and implement the marketing analysis based on their requirements, whereas the scalability means that users can add new items into the available analytical models or new models into the system whenever there is new marketing research requirement. Regarding the portability, it means the system can be used in various system environments. With such a system, the marketing people of SME can carry out the required online marketing research easily without the assistance from IS people.