University of Economics, Prague Faculty of Business Administration
Bachelor's thesis evaluation by the opponent
Title of the Bachelor's thesis:
Author of the Bachelor's thesis:
Objectives of the Bachelor's thesis:
Criteria (max. 10 points per category) Points awarded
1. The objectives of the thesis are evident and accomplished 8
2. Demands on the acquisition of additional knowledge or skills 9
3. Adequacy and the way of the methods used 7
4. Depth and relevance of the analysis in relation to objectives 9
5. Making use of literature/other resources, citing 9
6. The thesis is a well-organised logical whole 9
7. Linguistic and terminological level 9
8. Formal layout and requirements, extent 10
9. Originality, i.e. it is produced by the student 10
10. Practical/theoretical relevance/applicability 10
Total score in points (max 100) 90
Final grading Excellent (1)
Overall evaluation and questions to be answered in the course of the defense:
Name of the Bachelor's thesis opponent:
Occupation of the Bachelor's thesis opponent:
The author realized a qualitative study focused on an actual topic of behavioral change during the Covid-19 pandemic in a specific context of Millennials living in Vietnam. The author describes the aim and objectives of the thesis on p. 2. However, I believe that this could have been done in a more precise and organized way. For example, part of the aim is the “potential future state“ of changes in consumer behavior. However, the focus of the thesis is somewhere else. The thesis generally has a logical structure, even though the literature review could have been more systematic. The author uses relatively many academic sources. As for the methodology, the author conducted ten in-depth interviews with Vietnamese consumers aged 23 – 39 (applying thematic analysis). The sampling is unfortunately not described appropriately. I also miss the interview guide.
The author should also be careful with quantifications in the case of qualitative research (e.g., “During the pandemic, eight out of ten participants, spent more time on social media contacting their friends,“ p. 20). This approach may be misleading. Also, I found some inappropriate generalizations (e.g., “Finding from the in-depth interview have shown that four main factors influence customer decision-making in Vietnam,“ p. 32). Regardless of those weaknesses, I still believe that the thesis has a relatively high level. It brings several valuable insights, which are discussed with the existing academic literature. It also meets the formal requirements. Therefore, I recommend it for defense. Question: Part of your aim was to analyze the potential future state in consumer behavior of Vietnamese Millennials (p. 2). Which of the changes described (e.g., moving to online shopping, moving from global brands to local ones, etc.) do you expect to stay in the future?
Doc. Ing. Miroslav Karlíček, Ph.D.
Department of Marketing, Faculty of Business Administration VŠE
I honestly declare that I am not in any allied relationship with the author of this Bachelor's thesis.
Impact of COVID-19 on the consumer behaviour in Vietnam
Minh Thu Pham
To investigate the shift of consumer behaviour under the impact of COVID-19 on the Millennials living in Vietnam.
E V A L U A T I O N O F T H E B A C H E L O R ' S T H E S I S
May 21, 2021
Signature of the Bachelor's thesis opponent
