Bisweilen hört man von Marktforschern vielerlei Probleme bei der Akzeptanz und Umsetzung von Marktforschungsbefunden. So wird beispielsweise beklagt, dass der Auftraggeber die Aufgabenstellung nicht deutlich zu machen vermag, dass zu deutlich signalisiert wird, welche Befunde erwartet werden, dass eine Studie längst schon vorgefasste Meinungen nur noch bestätigen soll, dass eine Studie in unternehmensinternen Grabenkämpfen untergehen oder das schließlich interessante Befunde ohne Konsequenzen bleiben. Die Problemfelder, die an der Schnittstelle zwischen Marketingmanager und Marktforscher auftreten, als Akzeptanz- und Umsetzungsprobleme von Marktforschungsbefunden zu beschreiben ist jedoch eine u. U. einseitige und verkürzte Sichtweise.

This study is concerned with developing a new methodology or "tool" with the use of existing market, research techniques which should enable a firm to measure its market potential and test the validity of its existing market segments.

Title: Marketing Communication of Recently Made Ladies' Eshop Objectives: The main aim of the Dissertation thesis is to create marketing communications for recently made ladies' eshop. This main aim will be reached on the basis of marketing research. Methods: In this thesis I will be use a marketing questionnaire, which will be source for marketing communications for recently made women's eshop Activelady.cz. Results: With the help of marketing research was the properties and behaviour of women's sports were identificated, as well as a new potential women's customers for eshop Activelady.cz. After that on the basis of this anonymous questionnaire were created a few suggestions for marketing communications between eshop and customers. Individual suggestions will be provided to owners of the new women's shop Activelady.cz to improve marketing communications with potential customers. Keywords: marketing communication, marketing research, eshop

Title: Brand image of Gill Summary: The purpose of this thesis is to identify the brand image of Gill in the Czech Republic. The aforementioned brand produces marine clothing and sports equipment. Marketing research has been executed using written questionnaires among the Czech sailors. Based on the results of marketing research, possible solutions to improve the brand image will be proposed. Keywords: image, brand, Gill, marketing research, sailing

Title: Research of football popularity in the Czech republic Objectives: The aim is to determine the public attitude to football, and public opinion on the football competitions. I own contribution will be recommendations for the Football Asocciation of the Czech republic, clubs and media, that could help increase interest in football. Methods: For questioning the Czech public a method of the German marketing agency UFA Sports Hamburg was used and adjusted for Czech conditions. A method of electronic questioning was used in order to obtain the data from respondents. By evaluating the research results the methods data analysis and measuring of dependence were used. Results: Upon the research a relationship between the public and the Czech and world football was discovered as well as the public opinions relativ to football competitions. On the base of the obtained information, some recommendation or problematic questions werw specifik, that the Football associations of the Czech republic, clubs and media should have been focused on in an effort to increase the popularity of football. Keywords: marketing research, popularity of sport, football

Title: Marketing research of the customers satisfaction with services of the company "Hardcore Tréninky" Objectives: The main aim of this diploma thesis is to analyze current level of customer satisfaction with the services of Hardcore Tréninky, discover their opinions and reveal potential drawbacks by using questionnaire survey. Base on the results of empirical research, define any problem areas and suggest appropriate management recommendations, which would let to increase the customers satisfaction. Methods: To determine the satisfaction of the customers of the company Hardcore Tréninky, it has been used the quantitative method, which is called questionnaire survey. Respondents were interviewed mostly by electronic questioning, but few of them were also asked personally. Results: From the results of marketing research is clear that the customers of the company Hardcore Tréninky are satisfied with the quality of its services. They positively evaluated especially characteristic features of the HCT services. On the other hand, the biggest problematic area was discovered in the technical condition of equipment and the building of the Vinohradská gym. It is suggested to enable paying by the internet, promote the new Opatov gym and buy new equipment and reconstruct the locker room in the Vinohradská...

Since bias threatens the validity of a study, it should be avoided where possible. Across all phases of a research project, bias could be introduced, and in most situations the researcher has reasonable control over processes that may be the source of bias. However, within a quantitative research context in social sciences, where the opinions, attitudes and intentions of people are often sought, response styles patterns due to cultural background, for example, are not within the control of the researcher. Typical response style patterns include acquiescence bias, a tendency to be agreeable to statements, which could be more prevalent in certain cultural groups than other. Another response style pattern is extremity ratings, where respondents tend to avoid the middle categories and mark the scale extremes. When practitioners sample respondents from different cultural groups, it is difficult, and depending on the research design, sometimes impossible to know whether significant differences are an artefact of substantive differences, or of differences in response styles. Adjusting scores for bias has a significant effect on the interpretation of research findings. To correct for bias, the method most commonly used to adjust scores within each cultural group is standardisation. In this research, SIMNORM, a target distribution estimation approach was used for the simultaneous estimation of a class of non-linear transformation functions that transform the composite scores within each cultural group to a standard normal distribution. SIMNORM was found to perform better than standardisation to obtain equivalence across cultural groups when composite scores are used. In addition, SIMITNORM, an item normalisation approach was developed, which is a simultaneous non-linear transformation of item scores to a standard normal target distribution. The results of seven nested SIMITNORM models were compared to raw item scores and standardised scores, using a multi-group confirmatory factor analysis approach, a method that is suitable to test for construct equivalence, metric equivalence and scalar equivalence. SIMITNORM had significant advantages over standardisation as an approach to obtain equivalence over items in a set of data where bias is present.

by Lee Hak-lai. / Bibliography: leaf 61 / Thesis (M.B.A.)--Chinese University of Hong Kong, 1985

Using a probabilistic approach for exploring latent patterns in high-dimensional co-occurrence data, topic models offer researchers a flexible and open framework for soft-clustering large data sets. In recent years, there has been a growing interest among marketing scholars and practitioners to adopt topic models in various marketing application domains. However, to this date, there is no comprehensive overview of this rapidly evolving field. By analyzing a set of 61 published papers along with conceptual contributions, we systematically review this highly heterogeneous area of research. In doing so, we characterize extant contributions employing topic models in marketing along the dimensions data structures and retrieval of input data, implementation and extensions of basic topic models, and model performance evaluation. Our findings confirm that there is considerable progress done in various marketing sub-areas. However, there is still scope for promising future research, in particular with respect to integrating multiple, dynamic data sources, including time-varying covariates and the combination of exploratory topic models with powerful predictive marketing models.

The report is an attempt to incorporate consumer insight in the female sportswear segment to figureout how it can be used in the clothing industry. The consumer insight methods are performed on anexperimental basis to get a perception of how it can be done and figure out how it differs fromtraditional market research. The research aims to clarify the important parameters on which buyingdecisions are made. The parameters will be based on price, function, fit, brand, design etc. Thereport is made in cooperation with the company Röhnisch sportswear.The consumer insight concept is a part of a consumer driven or consumer oriented businessapproach. The concept strives to find unconscious needs, the driving forces behind them and furtherput them in a context to solve a problem for the consumer. The aim is to satisfy consumers and atthe same time develop a competitive and successful business model. While traditional marketingresearch usually describe what is, a consumer insight approach aim to understand why.The methods used in this research are participative observations, in-depth interviews, gymobservations and market survey. The qualitative and quantitative methods have been compared anddiscussed. The relevance and the importance of the methods used are highlighted and prioritizinglists are estimated. The result shows a wide variety of shopping behaviours. Varied shoppingbehaviour can be seen depending on products. Essential parameters for an exercising garment are fitand design. The importance of other parameters is also discussed in the report. On one hand aselective, focused and deterministic approach is seen and on the other hand a more passive andopen attitude is observed. Feeling comfortable in terms of aesthetical aspects is essential to motivatethe exercising activity. / Program: Magisterutbildning i Applied Textile Management