Analýza čtenosti tištěných médií vysokoškolskými studenty

Abstract

The aim of this diploma thesis is to analyse how much the print media are read by university students, i.e. to find out to what extent the students of VŠB – Technical University of Ostrava read print media and to analyse their attitudes towards print and digital media. To meet the objective, the qualitative and quantitative marketing research was used, namely in the form of focus group and online survey. The theoretical part of this work provides basic information concerning the given issue and the fundamental concepts are defined here: mass media, media market, media typology, media audience, media research and its methods and it furthermore deals with the description of Czech media market of print and internet media. The practical part of the thesis includes the methodology of data collection at first which explains the preparation of the research and its process. Then it deals with the analysis of data obtained from the marketing research. It showed that students read both print and digital media but there are many students who read very rarely. Way more women took part in the research than men and the reason may be the fact that there are more female students than male students at the Faculty of Economics. It was also found out that some students do not read media focused on economics. The results of the research provided the material for the proposals and recommendations for the faculty as well as for the students. The proposed recommendations should lead to an increase in reading of print and digital media among students and the broadening of the knowledge of the specialist periodicals, particularly the economic periodicals.