Analýza potenciálu prostředí internetu pro marketingový výzkum

Abstract

The master thesis focuses on the possibilities of internet environment for marketing research. The aim of this thesis is to analyze the potential of the internet environment for the marketing research. The possibilities offered by research agencies and internet applications for a creation of the on – line questionnaire by own capacities of a company will be analyzed. In the theoretical basis for the on – line quantitative research I focused on the advantages and disadvantages of the use of the marketing research, on – line research typology, methods for recruitment of respondents, ethics of the on – line marketing research and aspects during the planning of the on – line research. The analysis of the competencies of the research agencies in on – line research is a part of the analysis of the results. The next part analyses possibilities of the use of internet applications for a creation and management of the on – line questionnaire by own capacities of a company. Based on the results of the analysis of the primary and secondary data, recommendations to the company Kofola Holding, a.s. were made for further decisions about the use of the internet environment for the marketing research.