This thesis is focused on marketing research of brands in retail chains. In theoretical part a course of each part of marketing research is described so as subject matter of brand value that is necessary for understanding of an examining problem. A practical part is focused on a description of retail chains and a specific conclusion of whole research. Another part is also a recommendation for self-employers.

Globally the domestic worker sector is characterised by a sense of “voicelessness”—an esoteric silence fuelled by a dire need to survive. South Africa is heralded as a global ambassador for the rights of these women. Significant sectoral reforms in recent years regulate the transactional element of this employment relationship through stipulated minimum wages and employment standards. The relational element of this engagement, however, remains underexplored. A decade of global scholarship detailing the hardships that characterise this sector has helped to uncover the plight of domestic workers. The study provided the participants with an opportunity to express their experiences and feelings, and the documented findings will hopefully stimulate more scholarly debate on this issue. It is hoped that the study will engender more sensitivity towards the needs of this vulnerable group of workers and promote positive employment relations within the South African labour market. The study describes the lived realities of domestic workers within the South African labour legislative context through five separate but interrelated journal articles. Article 1 provides a detailed “plan of action” that documents the initial considerations and rationale for the study. Guided by existing scholarly discourse, the research questions are highlighted and the proposed research design is presented. Issues related to trustworthiness are debated. This article constitutes the research proposal that was submitted during the initial phase of this research journey. Article 2 presents a transparent account of the methodological considerations that guided the co-construction of meaning within the South African domestic worker sector. Situated within the interpretivist paradigm, with phenomenology as theoretical underpinning, purposive respondent-driven self-sampling resulted in the recruitment of 20 female participants. All of them can be described as domestic workers in terms of Sectoral Determination 7. The pilot study indicated the value of using metaphors while exploring tentative topics. An interview guide facilitated the exploration of key concepts during our engagement. Rich, dense descriptive verbatim accounts of participants’ lived realities confirmed data saturation. In-depth interviews were transcribed and analysed through an inductive process of data reduction. Emanating themes confirmed that the South African domestic workers sector is far from being voiceless if we are only willing to listen. Making these voices heard constitutes a progressive step in future efforts to empower this neglected sector of the labour market. In article 3 a life-cycle approach is used to explore participants’ lived experiences of their work-life cycle. Each individual progresses through these various phases which are contextualised as a transitional process as a result of their unique circumstances and personal trajectory. Findings confirmed the existence of an institutionalised culture of engagement within the sector perpetuated from one generation to the next. Attempts to exit the sector are unsuccessful due in part to their limited formal education and skills repertoire. The article concludes with the notion that domestic workers are trapped within a never-ending cycle of sectoral engagement, and the possibility of exiting the sector remains “but a dream” for many. Article 4 focusses on the reciprocal interpersonal relatedness that often develops due to the prolonged engagement within the individualised sectoral employment context. Characterised by caring and connectedness, this mutually dignified treatment not only signals but also enhances human flourishing. Participants’ accounts of relational reciprocity are indicative of the enactment of cardinal Ubuntu principles within the employment context. The need for actions that surpass the “letter of the law” in order to enhance flourishing within the South African domestic worker sector is advocated. Article 5 explores the role that legislative awareness fulfils in the everyday lives of domestic workers. Findings indicated that empowerment was an unknown construct for all participants. The participants had little or no confidence in engaging their employers on employment issues; this was due in part to their limited legislative awareness. Domestic workers should thus take ownership of their own empowerment efforts. This will sanction their right to assert their expectations of employment standards with confidence and make use of the judicial system to bring about compliant action. The article concluded with the notion that legislative awareness can result in empowered actions though informed employee voices. / PhD (Labour Relations Management), North-West University, Vaal Triangle Campus, 2014

Globally the domestic worker sector is characterised by a sense of “voicelessness”—an esoteric silence fuelled by a dire need to survive. South Africa is heralded as a global ambassador for the rights of these women. Significant sectoral reforms in recent years regulate the transactional element of this employment relationship through stipulated minimum wages and employment standards. The relational element of this engagement, however, remains underexplored. A decade of global scholarship detailing the hardships that characterise this sector has helped to uncover the plight of domestic workers. The study provided the participants with an opportunity to express their experiences and feelings, and the documented findings will hopefully stimulate more scholarly debate on this issue. It is hoped that the study will engender more sensitivity towards the needs of this vulnerable group of workers and promote positive employment relations within the South African labour market. The study describes the lived realities of domestic workers within the South African labour legislative context through five separate but interrelated journal articles. Article 1 provides a detailed “plan of action” that documents the initial considerations and rationale for the study. Guided by existing scholarly discourse, the research questions are highlighted and the proposed research design is presented. Issues related to trustworthiness are debated. This article constitutes the research proposal that was submitted during the initial phase of this research journey. Article 2 presents a transparent account of the methodological considerations that guided the co-construction of meaning within the South African domestic worker sector. Situated within the interpretivist paradigm, with phenomenology as theoretical underpinning, purposive respondent-driven self-sampling resulted in the recruitment of 20 female participants. All of them can be described as domestic workers in terms of Sectoral Determination 7. The pilot study indicated the value of using metaphors while exploring tentative topics. An interview guide facilitated the exploration of key concepts during our engagement. Rich, dense descriptive verbatim accounts of participants’ lived realities confirmed data saturation. In-depth interviews were transcribed and analysed through an inductive process of data reduction. Emanating themes confirmed that the South African domestic workers sector is far from being voiceless if we are only willing to listen. Making these voices heard constitutes a progressive step in future efforts to empower this neglected sector of the labour market. In article 3 a life-cycle approach is used to explore participants’ lived experiences of their work-life cycle. Each individual progresses through these various phases which are contextualised as a transitional process as a result of their unique circumstances and personal trajectory. Findings confirmed the existence of an institutionalised culture of engagement within the sector perpetuated from one generation to the next. Attempts to exit the sector are unsuccessful due in part to their limited formal education and skills repertoire. The article concludes with the notion that domestic workers are trapped within a never-ending cycle of sectoral engagement, and the possibility of exiting the sector remains “but a dream” for many. Article 4 focusses on the reciprocal interpersonal relatedness that often develops due to the prolonged engagement within the individualised sectoral employment context. Characterised by caring and connectedness, this mutually dignified treatment not only signals but also enhances human flourishing. Participants’ accounts of relational reciprocity are indicative of the enactment of cardinal Ubuntu principles within the employment context. The need for actions that surpass the “letter of the law” in order to enhance flourishing within the South African domestic worker sector is advocated. Article 5 explores the role that legislative awareness fulfils in the everyday lives of domestic workers. Findings indicated that empowerment was an unknown construct for all participants. The participants had little or no confidence in engaging their employers on employment issues; this was due in part to their limited legislative awareness. Domestic workers should thus take ownership of their own empowerment efforts. This will sanction their right to assert their expectations of employment standards with confidence and make use of the judicial system to bring about compliant action. The article concluded with the notion that legislative awareness can result in empowered actions though informed employee voices. / PhD (Labour Relations Management), North-West University, Vaal Triangle Campus, 2014

農委會為了提升網站服務品質，委託經營「休閒農業服務網」的台灣農業資訊科技發展協會執行整合旗下二十個子網站計畫，同時參加研考會的評獎，並以「政府服務品質獎評獎作業手冊」為依據，評分設計總分1000分，且應分為外部效益550分、內部效益佔150分、流程整合200分及資通訊服務導入100分。 本研究目的是訂定可衡量且相對客觀的網站績效指標，以利後續跨網站整合。透過文獻探討、深度訪談、焦點團體訪談等方式確認目前網站現況及網站重要使用者的建議，並透過AHP（Analytic Hierarchy Process；層級分析法）得到指標權重，最後與執行單位制定可衡量的關鍵績效指標。結果分為四部分。 1. 內部效益指標150分則分為實際改善程度（人力、時間及設備）及三 構面(工作士氣、配合度、協調性提升及題項改善程度)，各佔75分。 2. 外部效益指標550分共有四個構面，權重以括弧表示，依序為資訊品 質（0.34）、服務品質（0.28）、溝通品質（0.20）及系統品質（0.19）。 其中內、外部效益指標是分別透過實際改善程度及問卷評估。而流程 整合及資通訊服務導入則把焦點團體訪談的建議及休閒農業服務網未來想改進的項目彙整，最後以各類全部應改進事項總完成率計分。 3. 流程整合200分總共有十五項待改進項目，由於項目本身評鑑難易有 別，其中九項是透過焦點團體訪談評鑑，其餘六項透過專家審核。 4. 資通訊服務導入100分總共有五項待改進項目，其中四項是透過焦點 團體訪談評鑑，其餘一項透過專家審核。 本研究發展一套流程結合理論與實務，並建置非營利網站關鍵績效指標（KPI - Key Performance Indicators），以作為其他非營利網站或商務網站重要之參考。 / The Council of Agriculture authorizes Taiwan Agriculture Information Technology Association, the management team of EZGO website, to integrate the twenty subsites of EZGO and enhance the website service quality. In addition, EZGO will participate in the evaluation contest held by Research, Development and Evaluation Commission. According to the “Operation Manual of Evaluation of Government’s Service Quality”, evaluation design should include 1,000 points in total, which contains 550 points for the exterior performance indicator, 150 points for the interior performance indicator, 200 points for the process integration and 100 points for the implementation of ICT. (Information Communication and Technology) The objective of this research is to provide EZGO with measurable and objective KPI (Key Performance Indicators) to integrate its subsites. Through the literature review, in-depth interviews and a focus group interview, the current situations of the web portal, its subsites and suggestions from important users are confirmed. After that, the analytic hierarchy process method to calculate the weight of performance indicators is used. Finally, discussion with executing unit is carried out in the research for setting the measurable KPI, which gives the results in four parts as follows: 1. The interior performance indicator includes the level of improvement in cost (i.e. human resources, time and equipment) and three criteria (i.e. improvement of work morale, compliance and coordinance, as well as their sub-items) for 75 points each. 2. The exterior performance indicator includes 4 criteria with weights indicated within the parathesis in sequence of information quality (0.34), service quality (0.28), communication quality (0.20) and system quality (0.19). The interior and exterior performance indicators are evaluated via the evaluation on level of improvement in cost respectively and questionnaire. For the process integration and implementation of ICT, the users’ suggestions from focus group interview and the items to be improved for future EZGO are combined accordingly. Finally, scores are taken via total completion rate of all items to be improved in each category. 3. The process integration contains fifteen items to be improved in total. Owing to the difficulty of assessment, nine items are assessed via the focus group interview and expert’s assessment for the remaining six items. 4. The information communication technology contains five items to be improved in total. Four items are assessed via the focus group interview and expert’s assessment for the remaining one item. This research develops a set of procedures to combine theory and practice, which establishes the KPI for non-profit portals. Such KPI serves as an important reference for other non-profit or e-commerce portals.

This thesis examines how exclusive women's magazines readers approach the category of luxury, their relationship with products announced in these magazines and whether the feeling of luxury, aroused by such magazines, is affiliated with a certain social class. This thesis also focuses on question whether these readers regard physisal atractiveness as a sign of social status. The theoretical part of this thesis describes several concepts which are important in the context of media studies: social constructivism, the process of understanding media effects, the conception of uses and gratification and the role of mass media in the socialization process. This part further elaborates on exclusive women's magazines, conceptions of lifestyle, luxury, fashion and its importance for identity construction. The methodological part introduces the methodology of the analysis and the analysis itself. The sample used for this analysis was composed of ten respondents which were subjected to an in-depth interview. Each interview also included reception analysis. The following chapters describe the results of this analysis.

Water brand Bonaqua belongs among well established brands on the Czech beverage market. In July 2007 was launched campaign "možná ti ulehčí cestu", which was primarily designed to provide much better market performance. Although this campaign was very successful, today, after three years, it is obvious that a basic goal of this campaign was not fulfilled. This thesis deals with detailed characterization of the whole campaign and with following testing and effects evaluation by using of series in-depth interviews and one focus group. Due to large amount of the gathered data about campaign I was able to identify strong and weak elements of this campaign. If it was possible I designed improvement of the weak elements. These designs were tested again to verify their potential effects.

In the current pluralistic societies, public policy-makings had to take into account various stakeholders as well as the social values. In this thesis, based on the integrated framework for public affairs management(PAM), and Value Capacity Support¡]V.C.S.¡^strategy management and Simple multi-attributes rating technique(SMART), defined the applicable operational variables which includes three major factors of Value, Capacity, Support, and twelve derivative attributes, three situations. Although they will influence the stakeholders as decision-makers while deciding if they should advance tax reform of efficiency and fairness. For research design, we employed in-depth interview to call on stakeholders, and analyze the feasible strategy for three major factors and twelve derivative attributes of tax reform. And then, we will design questionnaire and survey to the stakeholders in SMART, so that understanding the cognition judgment of decision-makers. At last, we will select the best alternative. Finding of this thesis include¡G 1. As the Statute for upgrading Industries carried on expiration, to assess among the three situations of all cancel, retain four items factor, government direct subsidy of tax incentive. The most is ¡§all cancel¡¨, the second is ¡§government direct subsidy¡¨, and then the third is ¡§retain four items factor¡¨. 2. Reform of the Statute for upgrading Industries reached the efficiency and fairness, eleven interviewers of all twelve considered only efficiency. 3. Under three situations, analyze weights of three factors and twelve derivative attributes in SMART. ¡]1¡^situation one¡]all cancel¡^¡GThe most is ¡§sound government finance¡¨, the second is ¡§government internal integrated opinion and establish consensus¡¨, and then the third is ¡§reducing poverty gap¡¨. ¡]2¡^situation two¡]retain four items factor¡^¡GThe most is ¡§economic continuing grow¡¨, the second is ¡§sound government finance¡¨, and then the third is ¡§estimate the loss of reducing tax and draw a complete alternative¡¨. ¡]3¡^situation third¡]government direct subsidy¡^¡GThe most is ¡§sound government finance¡¨, the second is ¡§economic continuing grow¡¨, and then the third is ¡§estimate the loss of reducing tax and draw a complete alternative¡¨. 4.In theoretically and method¡GThis is a new try and approach for V.C.S. combined with SMART, and make use of the strategy management for decision-makers and cognition judgment for stakeholder.

Das psychologisch-diagnostische Interview gehört zu den diagnostischen Breitbandverfahren, die eine effiziente Sammlung von Informationen zu einer Vielzahl von Themen ermöglichen, die mit Tests, Fragebögen oder einer Verhaltensbeobachtung nicht effizienter erfasst werden können. Trotz der großen Schwankungen in der Datenqualität, die in der Interviewliteratur berichtet werden, erfreut sich das Verfahren in den verschiedenen Anwendungsbereichen der Psychologie großer Beliebtheit. Für die Gewinnung zuverlässiger Daten und somit Urteile sind Objektivität, Zuverlässigkeit sowie Gültigkeit, wie sie es DIN 33430 für psychodiagnostische Instrumente vorschreibt, von großer Bedeutung. Die anforderungsbezogene Gestaltung des Interviews, die Verwendung eines Leitfadens, die Trennung der Informationserhebung von der Auswertung, die Verwendung verhaltensverankerter Auswerteskalen sowie die Formulierung von Interviewfragen stellen nach der aktuellen Interviewliteratur wichtige Ansatzpunkte zur Verbesserung der Datenqualität aus dem Interview dar. In diesem Zusammenhang spielt der Interviewer, der Instrument und Anwender zugleich ist, eine Schlüsselrolle. Ziel der vorliegenden Arbeit war es, Qualitätsstandards in Form von Anforderungen an die Planung, Durchführung sowie Auswertung von psychologisch-diagnostischen Interviews, systematisch zusammengetragen und diese empirisch zu prüfen. Auf diese Weise können die einzelnen Phasen getrennt beurteilt und eine Rückmeldung zu Stärken und Schwächen sowie gezielte Verbesserungsvorschläge zum Interview bzw. zu der Interviewerkompetenz gemacht werden. Eine Analyse der Interviewliteratur machte deutlich, dass das Konzept der Entscheidungsorientierten Gesprächsführung (EOG, Westhoff & Kluck, 2003) eine geeignete Grundlage für die iterative Entwicklung eines Anforderungsprofils für psychologisch-diagnostische Interviews darstellt. Interviewexperten aus deutschen Hochschulen wurden in strukturierten Interviews befragt, wie sie Interviews planen, durchführen und auswerten und wie sie Studierende im Interviewen ausbilden. Der Vergleich der qualitativen Daten aus dieser Studie mit den Regeln der EOG machte deutlich, dass das Regelsystem des EOG weitestgehend vollständig ist (Kici & Westhoff, 2000). Auf dieser Grundlage wurde das „Anforderungsprofil für psychologisch-diagnostische Interviews“ (APDI) bestehend aus drei Teilinstrumenten (Planung, Durchführung und Auswertung) zur Beurteilung eines psychologisch-diagnostischen Interviews entwickelt. Die empirische Prüfung fand mittels eines Prä-Post-Interventionstrainings mit 49 Studierenden der Psychologie im Hauptstudium statt. Von Bedeutung war die Frage, ob mit dem APDI die Stärken und Schwächen eines Interviews identifiziert werden können, um die Interviewerkompetenz konkret zu beschreiben und diesem ggf. eine differenzierte Rückmeldung zu geben. Entsprechend den drei Phasen eines psychologisch-diagnostischen Interviews sind diese Seminare in die Abschnitte Planung, Durchführung sowie Auswertung unterteilt. Den Studierenden wurde jeweils vor und nach dem jeweiligen Ausbildungsabschnitt ein Ausschnitt eines Leitfadens, einer Interviewdurchführung sowie einer Interviewauswertung zur Beurteilung mit dem APDI vorgelegt. Während der Leitfaden und das Interview bezüglich formalem Aufbau, Inhalte und Qualität der Frageformulierungen beurteilt wurden, fand die Beurteilung der Interviewauswertung hinsichtlich formaler und inhaltlicher Anforderungen statt. Die Antworten der Studierenden wurden mit einer Musterlösung verglichen, die mit den Dozenten der EOG Seminare entwickelt worden war und der prozentuale Anteil der Übereinstimmung wurde berechnet. Dieses Übereinstimmungsmaß stellte ein grobes Maß für die Gültigkeit des Verfahrens dar. Die Erkennensleistung der Studierenden bei der Beurteilung des Leitfadens, Interviews und der Interviewauswertung schwankten vor der Ausbildung zwischen 34% und 63% während die Erkennensleistung sich nach der Ausbildung von 58% bis 76% bewegte. Es wurde deutlich, dass zum einen das Instrument dafür geeignet ist, die Qualität von Leitfäden, Interviewdurchführungen sowie Interviewauswertungen zutreffend zu beurteilen und zweitens die praktische Ausbildung in der Regel zu einer Verbesserung der Erkennensleistung der Studierenden führt (Kici & Westhoff, 1999, 2000, 2004). Auf der Grundlage der Erkenntnisse aus der ersten Studie wurde das APDI einer Revision unterzogen. Um die Unabhängigkeit des APDIs vom Thema und der Stichprobe zu untersuchen, wurde die zweite empirische Prüfung des APDI-R im Rahmen der Seminare zur EOG durchgeführt. Die Darbietung des Untersuchungsmaterials sowie die Auswertung erfolgten in Analogie zur ersten Untersuchung. Bei der Beurteilung des Leitfaden und des Interviews als Transkript erzielten die Studierenden vor der praktischen Ausbildung Werte zwischen 0% und 78% und nach der Ausbildung schwankte die Erkennensleistung von 78% bis 100%. Die Erkennensleistung bei der formalen Beurteilung der Interviewauswertung lag bei 87%, während der Wert für die inhaltliche Auswertung bei 66% lag. Die Ergebnisse der empirischen Prüfung des APDI sowie des APDI-Rs aus der Beurteilung durch zwei unabhängige studentische Beurteilungsgruppen eines Leitfadens, eines Interviews sowie einer Interviewauswertung zu jeweils anderen Themen zeigten, dass das Instrument dazu geeignet ist, die Qualität des psychologisch-diagnostischen Interviews und die der Interviewerkompetenz zutreffend zu beurteilen. Das bedeutet, dass mit dem APDI die Stärken und Schwächen eines Leitfadens, Interviews und einer Interviewauswertung beurteilt werden können und die praktische Ausbildung in der Regel dazu führt, dass die Studierenden ihre Kompetenzen im Erkennen von Stärken und Potentialen eines Leitfadens, einer Interviewdurchführung sowie einer Interviewauswertung verbessern können. Geht man davon aus, dass Erkennen eine wichtige Voraussetzung für das tatsächliche Handeln ist, so liefern diese Ergebnisse Hinweise, dass die praktische Ausbildung einen wichtigen Beitrag zur Steigerung der Interviewerkompetenz darstellt.

Title: Creation of marketing communication within the business plan of the new created e-shop Objective: The main goal of the final diploma thesis will be the creation of marketing communication for the new created online store. Methods: The theoretical and practical knowledge of internet marketing acquired during the study of the issue and in the long-term employment relationship in the area of social media was used to write the final diploma thesis. It were used qualitative research methods, such as focus group and in-depth interview. Also these methods of qualitative research together with informal interviews helped to analyse the appropriate tools of marketing communication. Results: The result of the final diploma thesis is the creation of a marketing communication campaign for the new internet shop. The campaign focuses on advertisement on social network and paid PPC advertisement. Realizing adverts on social network is planned for Facebook and Instagram platforms, which are currently a very powerful tool for marketing communications. PPC ad placement is designed for Google's web search engine, which also has a high potential for marketing communications. Other elements of the proposed marketing communications are questionnaire, e-mailing, search engine optimization and competition. The...

This thesis is focused on research of school undiscipline (misbehaviour) by using the anchoring vignettes method. The results obtained of qualitative research (focus groups and in-depth interviews) were used for the compilation of the vignettes and questionnaire. In its theoretical part, the thesis introduces with multi-dimensional concept of school discipline and with works of the other authors. Further the thesis presents an overview of research methods for measuring of school discipline. The practicle parts presents the results of the author's own survey. These results have led for construction of the questionnaire with anchoring vignettes. These ones were compiled by using results of focus groups with 13 - 15 years old pupils and in-depth interviews with their teachers. The final questionnaire will be standardized within author's doctoral studies a thesis. Even so, it appeals that the anchoring vignette method takes its place in educationas scienses. KEYWORDS school discipline/undiscipline, anchoring vignettes method, fosuc group, in-depth interview, self-assessment