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 9
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) 95
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 effect of aesthetic product presentation on consumer perception and purchase making: The case of Candelae Stories
Anastasiia Donchenko
Assess the role/impact of aesthetics product presentation on consumer perception and following buying decision.
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
The author focuses on the modern and growing field of marketing, which she is Visual communication in social media. The theoretical part of the thesis is related to the researched issue. The author works appropriately with scholarly sources, sufficiently cites them. The thesis has a logical structure. I appreciate that the author carried out qualitative marketing research based on primary data (specifically group discussion). The obtained data are sufficiently analysed and presented in a clear way. The author provides clear answers to established research questions. I also appreciate that the author is aware of the limitations of the research done.
I evaluate the work as “excellent” and I recommend it for defence.
Questions:
1) In your opinion, what are the specifics of effective product presentation on various social networks? What parameters of product presentation do you think are the key ones?
2) Do you think there are any differences in the entitlement of young Russian customers and customers of other countries?
