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Sémantický diferenciál jako metoda zjišťování positioningu a jeho závislost na kontextuálních podmínkách / Semantic differential as a method of detecting positioning and its dependence on contextual conditions

Thesis deals with measurement of positioning in marketing, specifically the method of semantic differential. The main objective of this work is to verify how it changes the semantic profile of selected wine samples tasted by young wine consumers in changing contextual conditions of this experiment. The experiment consists of two separate measurements, during which there is a change in the contextual conditions. The theoretical part is description of his positioning and measurement, which continuously follows the method of semantic differential, where he presented Seman-tick differential as a tool by which we can measure and record the positioning of his value by creating semantic profiles. The practical part explains the connection and answer research questions determined through experiment, where it was shown that the change in the contextual conditions tasted wine samples young wine consumers, changes the semantic profile of the wine samples.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262244
Date January 2015
CreatorsPetrová, Dominika
ContributorsKincl, Tomáš, Novák, Michal
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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