Marketingový výzkum profesních preferencí generace Y

Abstract

The bachelor thesis deals with marketing research of professional preferences of the Generation Y. The aim of the thesis is to find out the professional preferences of the Generation Y by means of Internet polling and, on the basis of the results, to propose suitable recommendations to the company for future prospective employees. The thesis is divided into two parts. The first theoretical part focuses on the theory of marketing and marketing research, the characteristics of generation Y and its differentiation from other generations and the company's performance. The practical part contains a questionnaire and a subsequent interpretation of the results. It also includes suggestions and recommendations for the company emerging from the poll results.