The aim of this Master's Thesis is to reveal and describe segments within a group of university students. The first part includes the theory of market segmentation, including the market research theory and description of the technique of cluster analysis. The second part contains the exploration of secondary data - identifying characteristics of the target group and searching for ideas for own research. The third part describes preparation for primary research, collecting of the data and their analysis. At the end I reveal segments with the help of cluster analysis and describe all uncovered segments.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76070 |
| Date | January 2009 |
| Creators | Kafková, Petra |
| Contributors | Koudelka, Jan, Susnyak, Viktor |
| 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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