Marketingový výzkum ve společnosti Unilever ČR, spol s r.o.

Abstract

Thesis is divided into two parts – a theoretical part and a practical part. The theoretical part defines and describes the sense, purpose and benefits of marketing research. There are defined the types and individual steps of marketing research in other parts of the theoretical part. Part of this part is also characteristic of the questionnaire in terms of its creation, the types of questions, scaling and interpretation of results. The practical part deals with characteristics of the UNILEVER Company and SWOT analysis as well. Key topic of the practical part is a marketing research among current and potential customers conducted through a questionnaire survey. The goal of the work is a marketing research of brand Míša which is part of the company´s production program and based on its results submit some proposals to make the brand image better and better meet of customer needs.