Littérature scientifique sur le sujet « Sémantický diferenciál »

Příspěvek v první řadě poskytuje příklad, jak pracovat se sémantickým diferenciálem, v druhé řadě je zaměřen na zjištění postojů k chemii na základě dat získaných prostřednictvím sémantického diferenciálu. Chemie patří mezi málo oblíbené školní předměty, jak v domácím, tak i zahraničním prostředí. Na zkoumání vnímání chemie se nejčastěji používají dotazníky se škálovanými položkami. Použití sémantického diferenciálu patří mezi málo používané metody získávání dat. Cílem výzkumného šetření bylo zjistit postoje žáků základních škol k chemii za použití sémantického diferenciálu, dále byl zjišťován vliv ročníku a genderu na postoje žáků druhého stupně ZŠ k chemii. Výzkumného šetření se zúčastnilo 71 respondentů, kterým byl distribuován výzkumný nástroj s 20 adjektivy na 7bodové škále. Po obdržení dat byla stanovena reliabilita použitím Cronbachova alfa, která indikovala spolehlivost výzkumného nástroje. Použitím faktorové analýzy byla adjektiva rozdělena do čtyř dimenzí. Na základě průměrného skóre byl indikován neutrální postoj k chemii. Pomocí t-testu byl zjišťován rozdíl mezi skupinami proměnných gender a ročník. Chlapci vnímali chemii významně pozitivněji v porovnání s dívkami, mladší žáci vnímali chemii pozitivněji než starší.

Cíle – Studie reaguje na aktuální diskusi o obsahu a celkovém pojetí literární výchovy na základních školách. Hlavním cílem je analýza čtenářské recepce osmi odlišných literárních ukázek žáky devátého ročníku základní školy, následné posouzení rozdílů v jejich čtenářském přijetí a zhodnocení adekvátnosti pro danou věkovou kategorii čtenářů.Metody – V kvantitativní části výzkumu jsme použili metodu sémantického diferenciálu a pomocí upravené a faktorovou analýzou ověřené posuzovací škály jsme zkoumali čtenářské prožitky 203 respondentů z hlediska tří faktorů: srozumitelnosti, hodnocení a působivosti. Kvalitativní část šetření jsme realizovali metodou ohniskových skupin. V pořízených audionahrávkách jsme sledovali, jak žáci vnímali jednotlivé texty a jak nad nimi uvažovali.Výsledky – Z reakcí žáků vyplývá, že náročný a pro ně nesrozumitelný jazyk znemožňuje sémantické vyznění některých literárních děl objevujících se v čítankách (J. W. Goethe: Faust, J. A. Komenský: Labyrint světa a ráj srdce). K jeho myšlenkovému poselství se přes vlastní text nedostanou. Žáci oceňovali především texty, které jsou schopni vztáhnout ke svému životu i dnešnímu světu.Závěry – Výsledky výzkumu mohou sloužit jako základní informace užitečné pro úvahy nad inovací obsahu výuky i nad jejím posunem směrem k potřebám a možnostem žáků. Setkávají-li se žáci s texty v dosahu své úrovně chápání, můžeme rozvíjet i jejich poznatkovou bázi, a to nejen ve vztahu k literární historii a teorii. Je žádoucí a užitečné ovlivňovat čtenářství dětí směrem k vyšší kvalitě. Zároveň však nesmíme ztratit kontakt s jejich bazálním porozuměním, jinak naše výuka ztratí sdělnost a opravdovost a stane se ryze formální.Klíčová slova: čtenářství, recepce textu, porozumění textu, literární výchova, čítanka.

Thesis deals with measurement of positioning in marketing, specifically the method of semantic differential. The main objective of this work is to verify how it changes the semantic profile of selected wine samples tasted by young wine consumers in changing contextual conditions of this experiment. The experiment consists of two separate measurements, during which there is a change in the contextual conditions. The theoretical part is description of his positioning and measurement, which continuously follows the method of semantic differential, where he presented Seman-tick differential as a tool by which we can measure and record the positioning of his value by creating semantic profiles. The practical part explains the connection and answer research questions determined through experiment, where it was shown that the change in the contextual conditions tasted wine samples young wine consumers, changes the semantic profile of the wine samples.

The aim of the thesis is to analyze the mutual perceptions of intercultural differences between Czechs and Germans in business negotiations. Currently, more and more international companies in the Czech republic are based on the cooperation between Czechs and Germans. Mutual cooperation between the representatives of these nations brings many positive effects, but it can also lead to misunderstandings and conflicts, mainly due to the different understanding of some aspects of foreign culture. In theoretical part, the thesis deals with concepts such as globalization, culture, nation and nationality. Furthermore, it deals with intercultural psychology and intercultural communication, which is also related to prejudices and stereotypes. At the end of the theoretical part there is a reference to the cultural dimensions and standards, international business environment and business cooperation between Czechs and Germans. The empirical part describes the semantic differential method, which was the basis for the research. In this research, Czech and German respondents, who are frequent participans in businness negotiations, were addressed.

One of the methods for collecting data in psychology is a method of semantic differential. The using of semantic differential is very large, this method is widely used in personality research, clinical psychology, market psychology and marketing. In recent years, this method has begun to apply to the area of educational research, above all educational psychology. A basic problem with wide using is the huge volume of data obtained by this method. Some of the options of setting up of a questionnaire with light to the selection of bipolar adjectives are listed in the thesis. The options represent the evaluation dimension, the dimension of activity and potency in terms of both representativeness and relevance. A set of tools for automatized generation of various combinations of questionnaire groups was created. A technical support of data collection, their evaluation and visualization using semantic differential method was also created. These methods will be used in realization of the project of introducing teaching of mathematic in English language at primary schools. The primary goal of this level of analysis is to judge to what extent can two terms (or more terms), generally regarded as semantically similar or different.

The subject of this thesis is to find out on the basis of comparative research what is the perception and evaluation of TV commercials for shower gels of cosmetic companies Dermacol, Radox, Dove and Nivea. The theoretical part covers mainly the issues of advertising, advertising psychology and marketing. The thesis also focuses on identifying the relationship and attitudes of customers towards the advertisement of shower gels. The overview of secondary data focused on cosmetic products and advertising is presented together with evaluation and interpretation of primary data obtained from electronic polling and personal interviews. At the end of the thesis, marketing recommendations and marketing campaign proposal for Dermacol Cosmetics Company are assigned.

The thesis analyzes the Szondi's test and its theory in the light of current knowledge. Its aim is to examine the potential of this diagnostic method and to consider the possibilities of its application. On the basis of the free-association research, the direction of interest has divided into two studies. The first of them verifies the relationship of Szondi's theory with personal characteristics that are attributed to individual photos (stimulus material) on the scale of the semantic differential. In most cases, the results confirm significant differences between the factors. In the second study, the narrative approach is selected, it means "telling stories" method will be used for discover the projective potential. Qualitative analysis indicates that stories have some similarities- in the context of given factors, however, in most cases, they do not follow Szondi's assumptions. In order to confirm the potential of the possibility to know the proband's personality or life, the data obtained has not proved sufficient. The data does suggest, however, that after further research, the benefit of its application could be confirmed. KEY WORDS: Szondi test, projection, semantic differential, stories analysis

The goal of this thesis on the theme: "Brand perception" is, based upon the analyzation and comparison of chosen brand from the point of view of the public and the company, to create suggestions of the changes in comunication of this brand.

This diploma thesis provides information how students of chosen faculties of the University of South Bohemia evaluate their teachers, what attitudes they have developed to them, what is particularly important for them and which requirements they impose on the teachers. The theoretical part deals with attitudes, teaching, personalities of a teacher and a student, a current tertiary education in the Czech Republic and mutual relations of students and educators. The empirical part presents a quantitative research that I realized through a semantic differential. Here I describe characteristics of the population and the research sample. Furthermore, I bring results of obtained data and information about students´ attitudes to their teachers. The data collection took place in March 2012 in a form of questionnaires. The research was conducted at the University of South Bohemia, Pedagogical, Health Social and Theological Faculties. Fields of study of similar focus were chosen within each of given faculties. In total 240 questionnaires were distributed. The return was 75%, thus altogether 180 questionnaires. Three hypotheses were defined for the research. The first hypothesis assumed that the preferred field of study positively influenced students´ attitudes to their teachers and the conducted research confirmed this hypothesis. The second hypothesis stated the students studying a prestigious field of study evaluated their teachers more positively than students studying a not prestigious field of study. This hypothesis was not confirmed. The third hypothesis was that women-students were less critical in the evaluation of teachers than men-students. The carried out research did not confirm nor this hypothesis. The thesis can be used to compare attitudes of women-students and men-students from individual faculties of the University of South Bohemia and for publishing activities.

This thesis deals with the question of prestige of subject Geography. Its aim is to explain how much prestige university students attach to Geography, with the help of semantic differential method, and where they place this term in the semantic field of terms. The research was conducted with questionnaire survey which focused on the comparison between the perception of Geography and other subjects, and at the same time the comparison of value judgement of Geography students and students of different programmes. The first part of the thesis explains the key words and the methods of the research into prestige conducted so far. They were analysed and on the basis of this analysis notional parameters of prestige attached to a subject were set. The following part is the main part. It consists of the questionnaire survey, including the evaluation and interpretation of the results, which is followed by suggestions for improvement of the prestige of Geography, with the use of chosen marketing tools. Key words: prestige; social status; value judgement; attitude; geography; semantic differential; marketing

The thesis maps the subjective meaning ascribed to the terms of mathematics and physics by students of secondary schools in České Budějovice. We investigate whether the perception of these tems is influenced by the offer of non-formal education. Main part of thesis is based on research supported by theoretical findings. The theoretical part deals with mathematics and physics in formal and non-formal education, describes the offer of informal education at high schools selected by us and we also describe there the semantic differential method used by us, which is proven in exploring connotative meanings of terms. In the practical part of the work we describe a project of empirical research in detail, the process of data collection and in conclusion, we describe the results obtained.