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REVIEW OF THE BACHERLOR THESIS OPPONENT
Student’s name and surname: Farid Naghiyev ...
Thesis title: The impact of advertising on the price elasticity ...
Thesis opponent: Klára Čermáková ...
1 2 3 4
Assessment of the main aspects of the thesis:
1 Structure of the thesis (logical and systematic construction) ☐ x☐ ☐ ☐ 2 Goal of the thesis (unambiguity of formulation, adequacy) x☐ ☐ ☐ ☐
3 Quality of the theoretical part ☐ x☐ ☐ ☐
4 Quality of the application/analytical/empirical part ☐ x☐ ☐ ☐ 5 Adequacy of the methods to the goal of the thesis x☐ ☐ ☐ ☐
6 Sources (topicality, relevance, frequency) x☐ ☐ ☐ ☐
7 Quality of conclusions, fulfillment of the goal of the thesis ☐ ☐ ☐ x☐
8 Formal aspects (formatting, stylistics, references) ☐ x☐ ☐ ☐
Verbal assessment (describe the strongest and weakest aspects of the thesis; especially in case of a low assessment 3-4, concrete reproaches need to be expressed):
The impact of advertising is constantly significant in economic reality and research. The author estimates the effect of advertising on price elasticity in selected industries across the EU. The topic and goal are very promising, unfortunately the conclusions are not adequate. The thesis contains several interesting information, and both theoretical and practical part must have required a considerable effort, but the conclusion part does not present the value added leaving the reader a bit disappointed.
Abstract provides and adequate summary of the thesis. Research aim and objectives are clearly stated in the introductory part, unfortunately not deeply discussed in the conclusion part.
Practical part contains much of the value added which consists in using real data in elasticity estimation. Graphs and tables are very illustrative and provide some interesting results. Some results would merit a deeper economic discussion. For example on p. 34-35: tab 4 shows numerous results with positive price elasticity (Giffen goods). It would be interesting to hear authors interpretation, also because the figure 7, which shows positive values of price elasticity
for the insurance industry, is commented that this positive value is to be dismissed. Next question - why then this value is presented in the graph?
I also recommend theoretical and practical part being more interconnected as the practical part hardly ever recalls theoretical approaches presented in the practical part.
Complex assessment (it is necessary to state whether the thesis complies with the Methodological guidelines of the Faculty of Economics, University of Economics, Prague as concerns the quality of the content, the extent and formal requirements and whether the thesis is being recommended to the defense or not; the thesis can also be nominated to a special award, etc. ):
Although the thesis has undergone a substantial improvement mainly in the practical part, conclusions are still very soft. I would recommend discussing more deeply the results in the Conclusion part, as well as relate own results to theoretical concepts presented in the theoretical part. Grammar and also economic terminology is not always correct, understanding the text is more or less painful in some passages. Formal layout would merit a careful review as well (p.33, 36, 38, et al.) On the other hand I appreciate that the author references very recent literature titles and references are used very fluently in the author´s text. The thesis shows the author´s analytical abilities on one hand, but lack of care in finalizing all details on the other.
In its current state, the thesis text correspond to grade very good/good with recommendation to be defended.
Questions to the defense:
1. One of your conclusions is that advertising in banking reduces price elasticity in Germany, while in Greece it makes the demand more elastic. As this conclusion is not quite intuitive, how would you explain such a difference in results?
Suggested grade: very good / good
Date: 18.01.2021 ...
Thesis opponent’s signature Instructions to the reviewer: The reviewer needs to fill in the verbal assessment which is adequately informative with respect to the purpose of the defense.
Assessment scale: 1 = excellent, 2 = very good, 3 = good, 4 = failed.
