03593ntm a22005057i 4500 000722107 CZ-PrVSE 20250705084420.0 m d cr n|||||||||| 250705s2025 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Zámečník, Robert ISIS:165680 dis Umělá inteligence v oblasti kvalitativního marketingového výzkumu v ČR eng Artificial intelligence in the field of qualitative marketing research in the Czech Republic / Robert Zámečník 2025 ?? stran : digital, PDF soubor Vedoucí práce: Radek Tahal Disertační práce (Ph.D.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2025 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2025 Abstract The introduction, use and adoption of artificial intelligence technology has and will probably have serious consequences and impacts in the market research industry. This work brings a view from the perspective of qualitative marketing research on the current problem of artificial intelligence adoption. This work synthesizes the existing literature focused on the adoption of artificial intelligence and available information about artificial intelligence technologies in qualitative marketing research in the form of a systematic literature review. The main objective of this work is to identify factors influencing the adoption of technologies using artificial intelligence in qualitative marketing research in the Czech Republic. The target group for the research is decision makers of qualitative marketing research commissioners. Both quantitative and qualitative research were used to examine the objectives. One of the main findings is that the more useful, and easy to use the AI application is perceived by the target audience, the more it will be adopted. It was also found that the fear factor and apprehension about this new technology plays an important role in its adoption. The main theoretical contribution of this work is the real application of The Technology Acceptance Model (TAM) theory and a partial theoretical extension of this model in the field of artificial intelligence adoption in qualitative marketing research with a possible practical contribution usable within the marketing research community. Způsob přístupu: Internet management a manažerská ekonomie [obor disert. práce] disertace fd132024 czenas dissertations eczenas technology adoption qualitative marketing research artificial intelligence Technology Acceptance Model Tahal, Radek, 1970- xx0170470 ths Špaček, Miroslav, 1954- vse2013764330 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/78184/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/78184 Hlavní práce https://insis.vse.cz/zp/78184/posudek/oponent/85716 Oponentura https://insis.vse.cz/zp/78184/posudek/oponent/85717 Oponentura https://insis.vse.cz/zp/78184/podrobnosti dc:identifier NEPOSILAT VSKP vse78184 250705 78184