The theoretical part of this thesis intends to familiarize the reader with review of the results of recent studies of how a mobile phone affects individuals, communication and society as a whole. Space is given to the issue of behavioural differences between men and women in relation to mobile phones. The last section shows how big is the attention given to a mobile phone in the field of marketing research. In the research part, the author uses methods typical rather to marketing research, an eye tracking, RTA and interviews to do the research whose goal was to describe the process of selection when buying a mobile phone via e- shop and to point out the possible differences between men and women. Measuring eye attention of 50 participants in the age of 18 - 29 years (25 men, 25 women) showed that eye behaviour of men and women when choosing a mobile phone differed significantly, particularly at the time that respondents gave to particular information areas. The interviews resulted in further differences such as differences in the importance of different criteria for both genders or unequal level of independence in selecting the phone.
Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:310499 |
Date | January 2012 |
Creators | Kolářová, Kristina |
Contributors | Duffková, Jana, Trunda, Jiří |
Source Sets | Czech ETDs |
Language | Czech |
Detected Language | English |
Type | info:eu-repo/semantics/masterThesis |
Rights | info:eu-repo/semantics/restrictedAccess |
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