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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262244 |
| Date | January 2015 |
| Creators | Petrová, Dominika |
| Contributors | Kincl, Tomáš, Novák, Michal |
| Publisher | Vysoká škola ekonomická v Praze |
| 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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