University of Economics, Prague Faculty of Business Administration
Master's thesis evaluation by the opponent
Title of the Master's thesis:
Author of the Master's thesis:
Objectives of the Master's thesis:
Criteria (max. 10 points per category) Points awarded
1. The objectives of the thesis are evident and accomplished 10
2. Demands on the acquisition of additional knowledge or skills 9
3. Adequacy and the way of the methods used 9
4. Depth and relevance of the analysis in relation to objectives 10
5. Making use of literature/other resources, citing 10
6. The thesis is a well-organised logical whole 10
7. Linguistic and terminological level 10
8. Formal layout and requirements, extent 10
9. Originality, i.e. it is produced by the student 9
10. Practical/theoretical relevance/applicability 9
Total score in points (max 100) 96
Final grading Excellent (1)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Master's thesis opponent:
doc. Mgr. Radek Tahal, Ph.D.
Occupation of the Master's thesis opponent:
June 1, 2021
Signature of the Master's thesis opponent
associate professor, University of Economics, Prague
I honestly declare that I am not in any allied relationship with the author of this Master's thesis.
The Impact of Covid-19 on Consumer Purchase Decision of Luxury Products in the Kingdom of Saudi Arabia
Raoah Marghalani
To identify the shift of consumer consumption and perception of luxury products during the Covid-19 pandemic in the middle east.
E V A L U A T I O N O F T H E M A S T E R ' S T H E S I S
In the introductory part, the author nicely defines the luxury market segment and brings a list of product categories (segments) that belong to this market. The theoretical part is appropriately related to the analysed problematics, the author cites enough scholarly sources. I appreciate that the author carried out both quantitative and qualitative marketing research.
The target group of quantitative research is the population aged 16-74 (in the attached questionnaire, however, the age range ends at 73). The author should explain why she did not include people older than 74 years in the research. The research is probably based on quota sampling, which the author could describe more explicitly. Subsequently, she also carried out qualitative research in the form of the group discussion with respondents aged 25-40. The author has demonstrated sufficient expertise in the analysis of the obtained data. She applied advanced statistical techniques in quantitative research and went into sufficient depth in the analysis of qualitative data. The author provides clear answers to research questions.
I evaluate the work as “excellent” and I recommend it for defence.
Questions:
1) Do you think that the luxury goods market has been more or less affected by the Covid-19 pandemic situation compared to non-luxury goods market?
2) How do you compare the Saudi Arabia luxury market with other countries?
