{"id":1956,"date":"2017-08-02T15:02:40","date_gmt":"2017-08-02T14:02:40","guid":{"rendered":"https:\/\/amecorg.com\/amecframework\/cs\/?page_id=1956"},"modified":"2017-08-02T15:02:40","modified_gmt":"2017-08-02T14:02:40","slug":"taxonomie","status":"publish","type":"page","link":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/","title":{"rendered":"Taxonomie"},"content":{"rendered":"<div id='top'  class='avia-section av-av_section-29380bcf3455b1959c0df92273a3ca79 main_color avia-section-default avia-no-shadow  avia-builder-el-0  el_before_av_hr  avia-builder-el-first  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><main  role=\"main\" itemprop=\"mainContentOfPage\"  class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1956'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-1  avia-builder-el-no-sibling  first flex_column_div av-zero-column-padding  '     ><style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_textblock-7f1066956f81e6629fcde6ff239064a8\">\n#top .av_textblock_section.av-av_textblock-7f1066956f81e6629fcde6ff239064a8 .avia_textblock{\nfont-size:35px;\n}\n<\/style>\n<section  class='av_textblock_section av-av_textblock-7f1066956f81e6629fcde6ff239064a8 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock taxonomy-of-evaluation'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -20px;\">TAXONOMIE VYHODNOCOV\u00c1N\u00cd PODLE STANDARD\u016e<\/p>\n<\/div><\/section><\/div><\/div><\/div><\/main><!-- close content main element --><\/div><\/div><div id='after_section_1'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1956'><div class='entry-content-wrapper clearfix'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_hr-cff9db79973b2b34cd1182f84c56818a\">\n#top .hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a{\nmargin-top:30px;\nmargin-bottom:30px;\n}\n.hr.av-av_hr-cff9db79973b2b34cd1182f84c56818a .hr-inner{\nwidth:300px;\nborder-color:#ff5800;\n}\n<\/style>\n<div  class='hr av-av_hr-cff9db79973b2b34cd1182f84c56818a hr-custom  avia-builder-el-3  el_after_av_section  el_before_av_one_third  avia-builder-el-first  hr-center hr-icon-no'><span class='hr-inner inner-border-av-border-fat'><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-6126cab7d8fab8d08143dd2dacdf673c av_one_third  avia-builder-el-4  el_after_av_hr  el_before_av_one_third  first flex_column_div av-zero-column-padding  '     ><\/div>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93\">\n.flex_column.av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93{\nborder-radius:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-70bcf6a5b8f6cf64519f651ebf272d93 av_one_third  avia-builder-el-5  el_after_av_one_third  el_before_av_one_third  jump-button flex_column_div  '     ><section  class='av_textblock_section av-av_textblock-1984e877b9f7821f9f2384c060d55255 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock jump-button'  itemprop=\"text\" ><p style=\"text-align: center;\"><a href=\"#taxonomy-table\">P\u0159esko\u010dte p\u0159\u00edmo k taxonomii<\/a><\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_third-0aa7055fe62c3622faec82866afbaeb2\">\n.flex_column.av-av_one_third-0aa7055fe62c3622faec82866afbaeb2{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_third-0aa7055fe62c3622faec82866afbaeb2 av_one_third  avia-builder-el-7  el_after_av_one_third  el_before_av_one_full  flex_column_div av-zero-column-padding  '     ><\/div><\/p>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-8  el_after_av_one_third  el_before_av_section  avia-builder-el-last  first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><div id=\"u6560-4\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" data-content-guid=\"u6560-4_content\">\n<p id=\"u6560-2\" style=\"text-align: center;\"><strong>CO JE TAXONOMIE A K \u010cEMU SLOU\u017d\u00cd?<\/strong><\/p>\n<\/div>\n<div id=\"u6543-43\" class=\"ts-Default-Link-Style--copy clearfix colelem shared_content\" style=\"text-align: center;\" data-content-guid=\"u6543-43_content\"><\/div>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p>Model\u016f vyhodnocov\u00e1n\u00ed PR a\u00a0komunikace existuje \u0161irok\u00e1 \u0161k\u00e1la. Vyu\u017e\u00edvaj\u00ed celou \u0159adu term\u00edn\u016f, nap\u0159\u00edklad inputs (vstupy), outputs (v\u00fdstupy), outtakes (co si publikum z\u00a0komunikovan\u00e9ho sd\u011blen\u00ed vezme), outflows (v\u00fdsledn\u00fd ekonomick\u00fd dopad) a\u00a0outgrowths (jak\u00e9si v\u00fdhonky, kter\u00e9 PR komunikace \u201ezaseje\u201c v\u00a0pov\u011bdom\u00ed publika), effects (\u00fa\u010dinky), results (v\u00fdsledky) \u010di impact (dopad). A\u00a0pro ka\u017edou f\u00e1zi se navrhuje je\u0161t\u011b \u0161ir\u0161\u00ed \u0161k\u00e1la metrik a\u00a0metod vyhodnocov\u00e1n\u00ed. Terminologie je pro \u0159adu lid\u00ed matouc\u00ed a v\u00a0praxi ji \u010dasto pou\u017e\u00edvaj\u00ed nespr\u00e1vn\u011b.<br \/>\nNa t\u00e9to str\u00e1nce najdete taxonomii vyhodnocov\u00e1n\u00ed, kter\u00e1 je upraven\u00e1 pro pot\u0159eby strategick\u00e9 komunikace s\u00a0ve\u0159ejnost\u00ed. Taxonomi\u00ed se rozum\u00ed mapov\u00e1n\u00ed oboru za \u00fa\u010delem rozt\u0159\u00edd\u011bn\u00ed koncept\u016f a\u00a0term\u00edn\u016f do kategori\u00ed \u2013 jednodu\u0161e \u0159e\u010deno uk\u00e1zat, kam v\u011bci pat\u0159\u00ed a\u00a0jsou mezi sebou vz\u00e1jemn\u011b propojen\u00e9. Tato taxonomie rozli\u0161uje:<\/p>\n<ol>\n<li>Hlavn\u00ed f\u00e1ze komunikace (nap\u0159. inputs (vstupy), outputs (v\u00fdstupy) atd.).<\/li>\n<li>St\u011b\u017eejn\u00ed kroky, kter\u00e9 v\u00a0r\u00e1mci ka\u017ed\u00e9 f\u00e1ze prob\u00edhaj\u00ed (nap\u0159. roz\u0161\u00ed\u0159en\u00ed informac\u00ed, p\u0159\u00edjem ze strany publika atd.).<\/li>\n<li>P\u0159\u00edklady metrik a\u00a0p\u0159ed\u011bl\u016f, kter\u00e9 lze v\u00a0r\u00e1mci vyhodnocov\u00e1n\u00ed v\u00a0ka\u017ed\u00e9 f\u00e1zi vytvo\u0159it nebo nal\u00e9zt.<\/li>\n<li>Nejb\u011b\u017en\u011bji vyu\u017e\u00edvan\u00e9 metody vytv\u00e1\u0159en\u00ed t\u011bchto metrik a\u00a0p\u0159ed\u011bl\u016f.<\/li>\n<\/ol>\n<p>Taxonomie nen\u00ed to sam\u00e9, co model. Taxonomie se sna\u017e\u00ed vyjmenovat V\u0160ECHNY hlavn\u00ed koncepty, term\u00edny, metriky, metody atd. v\u00a0dan\u00e9m oboru. Oproti tomu model je zn\u00e1zorn\u011bn\u00edm konkr\u00e9tn\u00edho programu nebo aktivity, kter\u00e1 m\u00e1 b\u00fdt p\u0159enesena do praxe. Modely by m\u011bly vych\u00e1zet z\u00a0koncept\u016f a\u00a0metod, kter\u00e9 jsou\u00a0dan\u00e9m oboru pova\u017eov\u00e1ny za legitimn\u00ed, a\u00a0n\u00e1le\u017eit\u011b je aplikovat.<br \/>\nTaxonomie je d\u016fle\u017eit\u00e1 tak\u00e9 proto, \u017ee za\u0159azuje koncepty, metriky, metody atd. tam, kam skute\u010dn\u011b pat\u0159\u00ed, tj. nemate metriky v\u00fdstupov\u00e9 (spojen\u00e9 s\u00a0outputs) s\u00a0v\u00fdsledkov\u00fdmi (spojen\u00fdmi s\u00a0outcomes). Cutlip, Center a\u00a0Broom, auto\u0159i \u0161iroce vyu\u017e\u00edvan\u00e9ho textu nazvan\u00e9ho Effective Public Relations ve vyd\u00e1n\u00edch od roku 1985 do konce prvn\u00ed dek\u00e1dy 21. stolet\u00ed opakovan\u011b poukazovali na to, \u017ee \u201ep\u0159i vyhodnocov\u00e1n\u00ed program\u016f je b\u011b\u017enou chybou nahrazov\u00e1n\u00ed m\u011b\u0159\u00edtek n\u00e1le\u017eej\u00edc\u00edch do jedn\u00e9 roviny m\u011b\u0159\u00edtky z\u00a0roviny jin\u00e9\u201c (1985, str. 295; 1994, str. 44; Broom, 2009, str. 358). S\u00e1m\u00a0emeritn\u00ed profesor oboru PR Jim Grunig \u0159\u00edk\u00e1, \u017ee \u0159ada lid\u00ed v\u00a0praxi pou\u017e\u00edv\u00e1 \u201emetriku z\u00edskanou na jedn\u00e9 \u00farovni anal\u00fdzy k\u00a0demonstrov\u00e1n\u00ed v\u00fdsledku (outcome) na vy\u0161\u0161\u00ed \u00farovni anal\u00fdzy\u201c (2008, str. 89). Obory PR a\u00a0strategick\u00e9 komunikace v\u00a0tom nejsou samy. \u0160iroce vyu\u017e\u00edvan\u00fd pr\u016fvodce od University of Wisconsin (UWEX) k\u00a0programov\u00fdm model\u016fm ur\u010den\u00fdm k\u00a0vyhodnocov\u00e1n\u00ed nap\u0159\u00edklad \u0159\u00edk\u00e1, \u017ee \u201elid\u00e9 maj\u00ed \u010dasto probl\u00e9m rozli\u0161ovat mezi outputs (v\u00fdstupy) a\u00a0outcomes (v\u00fdsledky)\u201c (Taylor-Power &amp; Henert, 2008, str. 19).<br \/>\n\u017d\u00e1dn\u00e1 taxonomie nen\u00ed nikdy \u00fapln\u011b kompletn\u00ed, ale ta zde p\u0159edkl\u00e1dan\u00e1 \u010derp\u00e1 ze \u0161irok\u00e9 \u0161k\u00e1ly v\u00fdzkumn\u00fdch studi\u00ed, ve snaze b\u00fdt co nej\u00fapln\u011bj\u0161\u00ed (viz <a style=\"text-decoration: none;\" href=\"http:\/\/www.amecorg.com\/amecframework\/introduction.html\">\u00davod do Integrovan\u00e9ho r\u00e1mce pro vyhodnocov\u00e1n\u00ed dle asociace AMEC<\/a>, kde je rozveden p\u016fvod a\u00a0z\u00e1klad t\u00e9to taxonomie i\u00a0samotn\u00e9ho hodnot\u00edc\u00edho r\u00e1mce).<br \/>\nPOZN\u00c1MKY K\u00a0POU\u017d\u00cdV\u00c1N\u00cd TAXONOMIE<\/p>\n<ul>\n<li>St\u011b\u017eejn\u00ed kroky, metriky, p\u0159ed\u011bly a\u00a0metody nejsou vy\u010derp\u00e1vaj\u00edc\u00ed, a\u00a0ne v\u0161echny jsou v\u00a0ka\u017ed\u00e9m programu pot\u0159eba. Vypov\u00eddaj\u00ed o\u00a0b\u011b\u017en\u00fdch a\u00a0typick\u00fdch p\u0159\u00edstupech ke kontaktu s\u00a0ve\u0159ejnost\u00ed, jako je reklama, public relations, marketingov\u00e1 komunikace atd. Lid\u00e9 by m\u011bli metody a metriky v\u00a0praxi vhodn\u011b zam\u011b\u0148ovat, nejl\u00e9pe si vybrat alespo\u0148 jednu pro\u00a0ka\u017edou f\u00e1zi procesu.<\/li>\n<li>Uspo\u0159\u00e1d\u00e1n\u00ed vstup\u016f (inputs), aktivit, v\u00fdstup\u016f (outputs) atd. nelze ch\u00e1pat jen jako prost\u00fd line\u00e1rn\u00ed proces. Je t\u0159eba aplikovat zp\u011btnou vazbu z\u00a0ka\u017ed\u00e9 f\u00e1ze a\u00a0podle n\u00ed p\u0159\u00edpadn\u011b upravit, vyladit nebo zcela\u00a0zm\u011bnit taktiku. Vyhodnocov\u00e1n\u00ed je iterativn\u00ed proces.<\/li>\n<li>Ne ka\u017ed\u00e9 vyhodnocen\u00ed um\u00ed uk\u00e1zat dopad (impact), zejm\u00e9na prov\u00e1d\u00ed-li se v\u00a0relativn\u011b kr\u00e1tk\u00e9 dob\u011b po skon\u010den\u00ed kampan\u011b. K\u00a0dopadu toti\u017e \u010dasto doch\u00e1z\u00ed a\u017e po n\u011bkolika letech. Nav\u00edc, c\u00edlem komunikace s\u00a0ve\u0159ejnost\u00ed je n\u011bkdy tak\u00e9 vytvo\u0159en\u00ed ur\u010dit\u00e9ho pov\u011bdom\u00ed (co\u017e je outtake \u2013 co si ve\u0159ejnost ze sd\u011blen\u00ed vezme \u2013 pop\u0159. kr\u00e1tkodob\u00fd outcome \u2013 v\u00fdsledek) \u010di vybudov\u00e1n\u00ed d\u016fv\u011bry (co\u017e je v\u00fdsledek, kter\u00fd je pouze mezi\u010dl\u00e1nkem) [xii]. Obecn\u011b v\u0161ak plat\u00ed, \u017ee vyhodnocen\u00ed by m\u011blo \u0159\u00edkat mnohem v\u00edce, ne\u017e jen pod\u00e1vat p\u0159ehled o\u00a0outputs a\u00a0outtakes. Vyhodnocen\u00ed by m\u011blo zjistit p\u0159inejmen\u0161\u00edm v\u00fdsledky (outcomes) a\u00a0pokud mo\u017eno tak\u00e9 dopad (impact) a\u00a0podat o\u00a0nich p\u0159ehled.<\/li>\n<li>D\u016fle\u017eit\u00fdm rysem t\u00e9to taxonomie je, \u017ee zahrnuje impact (dopad\/v\u00fdsledky), kter\u00fd komunikace m\u00e1 jak pro organizaci, tak pro ostatn\u00ed zainteresovan\u00e9 osoby. To je v\u00a0souladu s teori\u00ed vyhodnocov\u00e1n\u00ed program\u016f, programov\u00fdch model\u016f (nap\u0159. Kellogg Foundation, 1998\/2004; Taylor-Power &amp; Henert, 2008; Wholey, 1979; Wholey, Hatry, &amp; Newcomer, 2010) i\u00a0s teori\u00ed excelence v\u00a0PR, kter\u00e1 poukazuje na to, \u017ee vyhodnocov\u00e1n\u00ed se mus\u00ed prov\u00e1d\u011bt (a) na \u00farovni programu, (2) na \u00farovni funkce (nap\u0159. odd\u011blen\u00ed \u010di jednotky), (3) na \u00farovni organizace a\u00a0(4) i na \u00farovni spole\u010densk\u00e9 (L. Grunig, J. Grunig &amp; Dozier, 2002, str. 91\u201392).<\/li>\n<\/ul>\n<\/div><\/section><br \/>\n<section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><b><span lang=\"EN-AU\">Pro AMEC vytvo\u0159il profesor Jim Macnamara.<\/span><\/b><\/p>\n<\/div><\/section><\/p><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='taxonomy-table'  class='avia-section av-av_section-3fbfd01de096a8d7639870b402802ad3 main_color avia-section-default avia-no-shadow  avia-builder-el-12  el_after_av_one_full  el_before_av_one_full  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1956'><div class='entry-content-wrapper clearfix'>\n\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c\">\n.flex_column.av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-6126cab7d8fab8d08143dd2dacdf673c av_one_full  avia-builder-el-13  avia-builder-el-no-sibling  first flex_column_div av-zero-column-padding  '     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p style=\"text-align: center; margin-top: -57px;\"><a href=\"#top\">Zp\u011bt na za\u010d\u00e1tek<\/a><\/p>\n<\/div><\/section><\/div><\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_2'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-1956'><div class='entry-content-wrapper clearfix'>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-9d24124a545ef7691702bdbb54c0e581\">\n.flex_column.av-av_one_full-9d24124a545ef7691702bdbb54c0e581{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-9d24124a545ef7691702bdbb54c0e581 av_one_full  avia-builder-el-15  el_after_av_section  el_before_av_one_full  avia-builder-el-first  first flex_column_div av-zero-column-padding  '     ><div class='avia-data-table-wrap av-av_table-6f0680863dba18481f7ee32ffb67d954 avia_responsive_table avia-table-1'><table  class='avia-table avia-data-table avia_pricing_default  avia-builder-el-16  avia-builder-el-no-sibling  taxonomy-table'  itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/Table\" ><tbody><tr class='avia-heading-row'><th class=''><b>F\u00c1ZE<\/b> MAKRO \u00daROVE\u0147<\/th><th class=''>VSTUP<sup>2<\/sup><br \/>\n<\/th><th class=''>AKTIVITY<\/th><th class=''>OUTPUTS<\/th><th class=''>OUT-TAKES<sup>3<\/sup><\/th><th class=''>OUTCOMES<sup>4<\/sup><\/th><th class=''>DOPAD<sup>5<\/sup><\/th><\/tr><tr class=''><td class=''>Kr\u00e1tk\u00e1 definice<\/td><td class=''>P\u0159\u00edprava komunika\u010dn\u00ed strategie<\/td><td class=''>Pl\u00e1nov\u00e1n\u00ed a spu\u0161t\u011bn\u00ed komunika\u010dn\u00ed kampan\u011b<\/td><td class=''>Co a jak se z va\u0161ich zve\u0159ejn\u011bn\u00fdch sd\u011blen\u00ed dostane k c\u00edlov\u00e9mu publiku<\/td><td class=''>Co si c\u00edlov\u00e1 skupina z va\u0161ich sd\u011blen\u00ed odnese<\/td><td class=''>\u00da\u010dinek, jak\u00fd va\u0161e komunikace na c\u00edlovou skupinu m\u00e1<\/td><td class=''><br \/>\nV\u00fdsledky (results) p\u0159\u00edmo zp\u016fsoben\u00e9 nebo \u010d\u00e1ste\u010dn\u011b ovlivn\u011bn\u00e9 va\u0161\u00ed kampan\u00ed<br \/>\n<\/td><\/tr><tr class=''><td class=''><b>ST\u011a\u017dEJN\u00cd KROKY<\/b><br \/>\nST\u0158EDN\u00cd \u00daROVE\u0147<\/td><td class=''><b>\u2022 C\u00edle<br \/>\n\u2022 Rozpo\u010det<br \/>\n\u2022 Zdroje <\/b>(nap\u0159. person\u00e1l, za\u0159\u00edzen\u00ed a vybaven\u00ed, extern\u00ed agentury, partne\u0159i)<br \/>\n<\/td><td class=''><b>\u2022 Formativn\u00ed v\u00fdzkum<br \/>\n\u2022 Pl\u00e1nov\u00e1n\u00ed<sup>7<\/sup><br \/>\n\u2022 Produkce<\/b> (nap\u0159. volba designu, p\u0159\u00edprava text\u016f, n\u00e1kup zdroj\u016f, nav\u00e1z\u00e1n\u00ed vztah\u016f s vydavatelsk\u00fdmi domy atd.)<br \/>\n<\/td><td class=''><b>\u2022 \u0160\u00ed\u0159en\u00ed<br \/>\n\u2022 P\u0159edlo\u017een\u00ed<br \/>\n\u2022 P\u0159ijet\u00ed<sup>8<\/sup><\/b><\/td><td class=''><b>\u2022 Pozornost<br \/>\n\u2022 Pov\u011bdom\u00ed<br \/>\n\u2022 Pochopen\u00ed<br \/>\n\u2022 Z\u00e1jem \/ zal\u00edben\u00ed<br \/>\n\u2022 Zaujet\u00ed<br \/>\n\u2022 Participace<br \/>\n\u2022 Zv\u00e1\u017een\u00ed<br \/>\n<\/b><\/td><td class=''><b>\u2022 U\u010den\u00ed \/ znalosti<sup>9<\/sup><br \/>\n\u2022 Zm\u011bna postoje<br \/>\n\u2022 Uspokojen\u00ed<br \/>\n\u2022 D\u016fv\u011bra<br \/>\n\u2022 Preference<br \/>\n\u2022 Z\u00e1m\u011br<br \/>\n\u2022 Obhajoba<br \/>\n<\/b><\/td><td class=''><b>\u2022 Pov\u011bst<br \/>\n\u2022 Vztahy<br \/>\n\u2022 Odpov\u00eddaj\u00edc\u00ed akce<br \/>\n\u2022 Organiza\u010dn\u00ed zm\u011bna<br \/>\n\u2022 Spole\u010densk\u00e1 zm\u011bna<br \/>\n<\/b><\/td><\/tr><tr class=''><td class=''><b>P\u0158\u00cdKLADY METRIK<\/b><\/p>\n<p>MIKRO \u00daROVE\u0147<\/td><td class=''>\u2022 C\u00edle dle metody SMART<br \/>\n\u2022 \u00dakoly \/ KPIs<br \/>\n<\/td><td class=''>\u2022 V\u00fdchodiska \/ pom\u011b\u0159ovac\u00ed krit\u00e9ria<br \/>\n(nap\u0159. aktu\u00e1ln\u00ed pov\u011bdom\u00ed)<br \/>\n\u2022 Pot\u0159eby, preference publika atd.<br \/>\n\u2022 Strategick\u00fd pl\u00e1n<br \/>\n\u2022 Pl\u00e1n vyhodnocov\u00e1n\u00ed<br \/>\n\u2022 Data p\u0159ed testov\u00e1n\u00edm (nap\u0159. kreativn\u00ed koncepty)<br \/>\n\u2022 Vyprodukovan\u00fd obsah (nap\u0159. zpr\u00e1vy z ti\u0161t\u011bn\u00fdch zdroj\u016f, webov\u00fdch str\u00e1nek)<br \/>\n\u2022 Vztahy se sd\u011blovac\u00edmi prost\u0159edky<\/td><td class=''>\u2022Objem publicity<br \/>\n\u2022 Z\u00e1sah m\u00e9di\u00ed<br \/>\n\u2022 Imprese\/OTS<br \/>\n\u2022 Share of voice<br \/>\n\u2022 T\u00f3n\/sentiment\/<br \/>\np\u0159\u00edznivost<br \/>\n\u2022 Um\u00edst\u011bn\u00e1 sd\u011blen\u00ed<br \/>\n\u2022 P\u0159\u00edsp\u011bvky, tweety atd.<br \/>\n\u2022 TARPs u inzerce<br \/>\n\u2022 Objem e-marketingu<br \/>\n\u2022 CPM<br \/>\n\u2022 Prokliky<br \/>\n\u2022 \u00da\u010dast na akci<\/td><td class=''>\u2022 Typick\u00fd n\u00e1v\u0161t\u011bvn\u00edk<br \/>\n\u2022 Zobrazen\u00ed<br \/>\n\u2022 Reakce (nap\u0159. sledov\u00e1n\u00ed, ozna\u010den\u00ed jako \u201eTo se mi l\u00edb\u00ed\u201c, tagy, sd\u00edlen\u00ed, p\u0159eposl\u00e1n\u00ed tweetu d\u00e1l)<br \/>\n\u2022 Opakovan\u00e9 n\u00e1v\u0161t\u011bvy\/zobrazen\u00ed<br \/>\n\u2022 Vzpomenut\u00ed si (bez pomoci, s pomoc\u00ed)<br \/>\n\u2022 Pozitivn\u00ed koment\u00e1\u0159e<br \/>\n\u2022 Pozitivn\u00ed reakce v pr\u016fzkumech atd.<br \/>\n\u2022 P\u0159ihl\u00e1\u0161en\u00ed k odb\u011bru (nap\u0159. RSS, zpravodaje)<br \/>\n\u2022 Dotazy<\/td><td class=''>\u2022 P\u0159ijet\u00ed sd\u011blen\u00ed<br \/>\n\u2022 \u00darove\u0148 d\u016fv\u011bry<br \/>\n\u2022 V\u00fdroky vyjad\u0159uj\u00edc\u00ed podporu \u010di z\u00e1m\u011br<br \/>\n\u2022 Poskytnut\u00ed kontaktu<br \/>\n\u2022 Registrace (nap\u0159. seznam d\u00e1rc\u016f org\u00e1n\u016f)<br \/>\n\u2022 Up\u0159ednost\u0148ov\u00e1n\u00ed zna\u010dky<br \/>\n\u2022 Ozku\u0161ov\u00e1n\u00ed<br \/>\n\u2022 P\u0159ipojen\u00ed se<br \/>\n\u2022 Op\u011btovn\u00e9 uji\u0161t\u011bn\u00ed (nap\u0159. spokojenost person\u00e1lu)<\/td><td class=''>\u2022 Ve\u0159ejn\u00e1 podpora<br \/>\n\u2022 Spln\u011bn\u00ed stanoven\u00fdch \u00fakol\u016f (nap\u0159. d\u00e1rcovstv\u00ed krve, \u010dlenstv\u00ed ve skupin\u011b pro screening rakoviny atd.)<br \/>\n\u2022 Zv\u00fd\u0161en\u00ed tr\u017eeb<br \/>\n\u2022 V\u00edce dar\u016f<br \/>\n\u2022 \u00daspory na n\u00e1kladech<br \/>\n\u2022 Zam\u011bstnanci z\u016fst\u00e1vaj\u00ed<br \/>\n\u2022 Z\u00e1kazn\u00edci z\u016fst\u00e1vaj\u00ed \/ jsou v\u011brn\u00ed<br \/>\n\u2022 Lep\u0161\u00ed \u017eivotn\u00ed \u00farove\u0148 \/ lep\u0161\u00ed \u017eivotn\u00ed podm\u00ednky<\/td><\/tr><tr class=''><td class=''><b>METODY<\/b><br \/>\nVYHODNOCOV\u00c1N\u00cd<\/td><td class=''>\u2022 Intern\u00ed anal\u00fdza<br \/>\n\u2022 Anal\u00fdza prost\u0159ed\u00ed<br \/>\n\u2022 Anal\u00fdza proveditelnosti<br \/>\n\u2022 Anal\u00fdza rizik<\/td><td class=''>\u2022 Anal\u00fdza metadat (v\u00fdzkum a pou\u017eit\u00ed vhodn\u00fdch metrik)<br \/>\n\u2022 Pr\u016fzkum trhu\/publika (nap\u0159. ankety, focus groups, rozhovory)<br \/>\n\u2022 Konzultace se zainteresovan\u00fdmi stranami<br \/>\n\u2022 P\u0159\u00edpadov\u00e9 studie (nap\u0159. osv\u011bd\u010den\u00e9 postupy)<br \/>\n\u2022 SWOT anal\u00fdza (nebo PEST, PESTLE atd.)<br \/>\n\u2022 Panely p\u0159ed spu\u0161t\u011bn\u00edm testov\u00e1n\u00ed<br \/>\n\u2022 Odborn\u00e9 posouzen\u00ed<\/td><td class=''>\u2022 Medi\u00e1ln\u00ed metriky (nap\u0159. statistiky publika, imprese, CPM)<br \/>\n\u2022 Monitoring m\u00e9di\u00ed<br \/>\n\u2022 Anal\u00fdza obsahu ve sd\u011blovac\u00edch prost\u0159edc\u00edch (kvantitativn\u00ed)<br \/>\n\u2022 Anal\u00fdza obsahu ve sd\u011blovac\u00edch prost\u0159edc\u00edch (kvalitativn\u00ed)<br \/>\n\u2022 Anal\u00fdza soci\u00e1ln\u00edch m\u00e9di\u00ed (kvantitativn\u00ed a kvalitativn\u00ed)<br \/>\n\u2022 P\u0159ehledy o aktivit\u00e1ch (nap\u0159. akc\u00edch, sponzoringu)<\/td><td class=''>\u2022 Webov\u00e9 statistiky (nap\u0159. po\u010det zobrazen\u00ed, sta\u017een\u00ed)<br \/>\n\u2022 Anal\u00fdza soci\u00e1ln\u00edch m\u00e9di\u00ed (kvalitativn\u00ed \u2013 nap\u0159. koment\u00e1\u0159e)<br \/>\n\u2022 Zp\u011btn\u00e1 vazba (nap\u0159. koment\u00e1\u0159e, dopisy)<br \/>\n\u2022 Etnografie<sup>10<\/sup> (pozorov\u00e1n\u00ed)<br \/>\n\u2022 Netnografie<sup>11<\/sup> (online etnografie)<br \/>\n\u2022 Pr\u016fzkumy publika (nap\u0159. pov\u011bdom\u00ed, pochopen\u00ed, z\u00e1jem, m\u00edn\u011bn\u00ed)<\/td><td class=''>\u2022 Anal\u00fdza soci\u00e1ln\u00edch m\u00e9di\u00ed (kvalitativn\u00ed)<br \/>\n\u2022 Statistiky z datab\u00e1z\u00ed (nap\u0159. sledov\u00e1n\u00ed dotaz\u016f, zji\u0161\u0165ov\u00e1n\u00ed zdroj\u016f)<br \/>\n\u2022 Etnografie (pozorov\u00e1n\u00ed)<br \/>\n\u2022 Netnografie (online etnografie)<br \/>\n\u2022 Pr\u016fzkumy m\u00edn\u011bn\u00ed<br \/>\n\u2022 Pr\u016fzkumy mezi zainteresovan\u00fdmi stranami (nap\u0159. spokojenost, d\u016fv\u011bra)<br \/>\n\u2022 Focus groups (jako v\u00fd\u0161e)<br \/>\n\u2022 Rozhovory (jako v\u00fd\u0161e)<br \/>\n\u2022 Ochota doporu\u010dovat (NPS)<sup>12<\/sup><\/td><td class=''>\u2022 Z\u00e1znamy z datab\u00e1z\u00ed (nap\u0159. darov\u00e1n\u00ed krve, zdravotn\u00ed v\u00fdsledky, \u010dlenstv\u00ed atd.)<\/p>\n<p>\u2022 Sledov\u00e1n\u00ed tr\u017eeb<br \/>\n\u2022 Sledov\u00e1n\u00ed d\u00e1rcovstv\u00ed<br \/>\n\u2022 Data o \u0159\u00edzen\u00ed vztah\u016f se z\u00e1kazn\u00edky (CRM)<br \/>\n\u2022 Data z pr\u016fzkum\u016f mezi zam\u011bstnanci<br \/>\n\u2022 Studie t\u00fdkaj\u00edc\u00ed se pov\u011bsti<br \/>\n\u2022 Anal\u00fdza n\u00e1klad\u016f a p\u0159\u00ednos\u016f \/ Pom\u011br mezi p\u0159\u00ednosy a n\u00e1klady<br \/>\n\u2022 N\u00e1vratnost investic (ROI) (existuj\u00ed-li tak\u00e9 finan\u010dn\u00ed c\u00edle)<br \/>\n\u2022 Ekonometrie13<br \/>\n\u2022 \u0160k\u00e1ly kvality \u017eivota a m\u011b\u0159\u00edtka dobr\u00fdch \u017eivotn\u00edch podm\u00ednek<\/td><\/tr><\/tbody><\/table><\/div><style type='text\/css'>.avia-table-1 td:nth-of-type(1):before { content: 'F\u00c1ZE MAKRO \u00daROVE\u0147'; } .avia-table-1 td:nth-of-type(2):before { content: 'VSTUP2\n'; } .avia-table-1 td:nth-of-type(3):before { content: 'AKTIVITY'; } .avia-table-1 td:nth-of-type(4):before { content: 'OUTPUTS'; } .avia-table-1 td:nth-of-type(5):before { content: 'OUT-TAKES3'; } .avia-table-1 td:nth-of-type(6):before { content: 'OUTCOMES4'; } .avia-table-1 td:nth-of-type(7):before { content: 'DOPAD5'; } <\/style><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0\">\n.flex_column.av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-35ffba341a9e5797256bba7ad31f3cf0 av_one_full  avia-builder-el-17  el_after_av_one_full  el_before_av_one_full  supporting-footnotes-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-35972167d9f102c5ddaec0c531c98b9e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock'  itemprop=\"text\" ><p><strong>POMOCN\u00c9 POZN\u00c1MKY K TAXONOMII VYHODNOCOV\u00c1N\u00cd<\/strong><\/p>\n<ol>\n<li>D\u016fv\u011bra z\u00e1kazn\u00edka se pova\u017euje za v\u00fdsledek (outcome), kter\u00fd je pouze mezistupn\u011bm, proto\u017ee teprve jeho prost\u0159ednictv\u00edm se m\u00e1 doc\u00edlit dlouhodob\u00e9ho dopadu (impact), nap\u0159\u00edklad aby byl kandid\u00e1t zvolen do vl\u00e1dy, aby z\u00e1kazn\u00edci od spole\u010dnosti d\u00e1le nakupovali atd. Nen\u00ed to tedy kone\u010dn\u00fd z\u00e1m\u011br s\u00e1m o\u00a0sob\u011b.<\/li>\n<li>N\u011bkter\u00e9 programov\u00e9 modely naz\u00fdvaj\u00ed toto prvn\u00ed st\u00e1dium f\u00e1z\u00ed vstup\u016f a\u00a0zdroj\u016f (inputs\/resources).<\/li>\n<li>Pokro\u010dil\u00e9 outtakes (co si ve\u0159ejnost z\u00a0komunikovan\u00e9ho sd\u011blen\u00ed vezme) se p\u0159ekr\u00fdvaj\u00ed s\u00a0kr\u00e1tkodob\u00fdmi outcomes (v\u00fdsledky), nebo s\u00a0nimi mohou b\u00fdt toto\u017en\u00e9. To je d\u016fvod, pro\u010d v\u011bt\u0161ina nejb\u011b\u017en\u011bji pou\u017e\u00edvan\u00fdch programov\u00fdch model\u016f s\u00a0outtakes jako s\u00a0f\u00e1z\u00ed v\u016fbec nepracuje. Outtakes a\u00a0outcomes mohou b\u00fdt kognitivn\u00ed nebo afektivn\u00ed (emo\u010dn\u00ed) \u010di konativn\u00ed (behavior\u00e1ln\u00ed).<\/li>\n<li>Dlouhodob\u00e9 outcomes se p\u0159ekr\u00fdvaj\u00ed s\u00a0dopadem (impact) a\u00a0n\u011bkdy jsou s\u00a0n\u00edm ztoto\u017e\u0148ov\u00e1ny.<\/li>\n<li>Dopad se \u010dasto hodnot\u00ed pouze ve vztahu k\u00a0organizaci. Jak je ale poznamen\u00e1no v\u00a0\u00favodu, zv\u00e1\u017eit by se m\u011bl i\u00a0dopad na zainteresovan\u00e9 strany, ve\u0159ejnost a\u00a0spole\u010dnost jako celek, zejm\u00e9na v p\u0159\u00edpad\u011b st\u00e1tn\u00edch, nest\u00e1tn\u00edch a\u00a0neziskov\u00fdch organizac\u00ed, kter\u00e9 maj\u00ed slou\u017eit ve\u0159ejn\u00e9mu z\u00e1jmu. Dopad na zainteresovan\u00e9 strany a\u00a0spole\u010dnost v\u0161ak tak\u00e9 ovliv\u0148uje a\u00a0formuje prost\u0159ed\u00ed, v\u00a0n\u011bm\u017e firmy p\u016fsob\u00ed (tzn. toto vyhodnocen\u00ed tvo\u0159\u00ed sou\u010d\u00e1st anal\u00fdzy prost\u0159ed\u00ed a\u00a0pr\u016fzkumu\u00a0trhu, kter\u00e9 budou formovat budouc\u00ed pl\u00e1nov\u00e1n\u00ed).<\/li>\n<li>P\u0159\u00ed\u010dinnou souvislost je v\u00a0mnoha p\u0159\u00edpadech t\u011b\u017ek\u00e9 zjistit, zejm\u00e9na p\u0159isp\u00edv\u00e1-li k\u00a0dopadu (v\u00fdsledk\u016fm \u2013 results) v\u00edce vliv\u016f, co\u017e je \u010dast\u00fd p\u0159\u00edpad. Je nutn\u00e9 aplikovat t\u0159i st\u011b\u017eejn\u00ed pravidla: (a) p\u0159\u00ed\u010dina mus\u00ed p\u0159edch\u00e1zet n\u00e1sledku\/dopadu, (b) mezi p\u0159\u00ed\u010dinou a\u00a0n\u00e1sledkem mus\u00ed existovat jasn\u00fd vztah (nap\u0159. mus\u00ed existovat d\u016fkaz, \u017ee publikum se dostalo k\u00a0informac\u00edm, kter\u00e9 jste poskytli, a\u00a0vyu\u017eilo je) a\u00a0(c) je nutn\u00e9 do co nejv\u011bt\u0161\u00ed mo\u017en\u00e9 m\u00edry vylou\u010dit jin\u00e9 mo\u017en\u00e9 p\u0159\u00ed\u010diny.<\/li>\n<li>N\u011bkdo sem \u0159ad\u00ed i\u00a0zapl\u00e1nov\u00e1n\u00ed vstup\u016f (inputs). V\u00a0tom p\u0159\u00edpad\u011b je ale t\u0159eba za\u0159adit do vstup\u016f tak\u00e9 formativn\u00ed v\u00fdzkum (kter\u00fd mus\u00ed p\u0159edch\u00e1zet pl\u00e1nov\u00e1n\u00ed). V\u011bt\u0161ina model\u016f vyhodnocov\u00e1n\u00ed program\u016f uv\u00e1d\u00ed formativn\u00ed v\u00fdzkum a\u00a0pl\u00e1nov\u00e1n\u00ed jako st\u011b\u017eejn\u00ed aktivity, kter\u00e9 se mus\u00ed podniknout. Vstupy (inputs) p\u0159itom v\u00fdzkumu a pl\u00e1nov\u00e1n\u00ed kampan\u011b obvykle p\u0159edch\u00e1zej\u00ed.<\/li>\n<li>P\u0159ijet\u00ed (reception) \u0159\u00edk\u00e1, jak\u00e1 informace \u010di jak\u00e9 sd\u011blen\u00ed se dostalo k c\u00edlov\u00e9mu publiku. Je to n\u011bco trochu jin\u00e9ho ne\u017e uve\u0159ejn\u011bn\u00ed (exposure). Pokud u\u017eivatel ur\u010ditou zpr\u00e1vu obsa\u017eenou ve sd\u011blovac\u00edm prost\u0159edku z\u00a0n\u011bjak\u00e9ho d\u016fvodu p\u0159ehl\u00e9dne nebo p\u0159esko\u010d\u00ed, informaci nep\u0159ijme. Stejn\u011b tak se lid\u00e9 mohou \u00fa\u010dastnit n\u011bjak\u00e9 akce, nap\u0159\u00edklad veletrhu, kde jsou o n\u011b\u010dem informov\u00e1ni, ale dan\u00e9 sd\u011blen\u00ed se k\u00a0nim nedostane (nap\u0159\u00edklad proto, \u017ee ned\u00e1vaj\u00ed pozor, nebo se soust\u0159ed\u00ed jen na ur\u010dit\u00fd obsah).<\/li>\n<li>U\u010den\u00ed (tj. nab\u00fdv\u00e1n\u00ed znalost\u00ed) nen\u00ed po\u017eadov\u00e1no \u00fapln\u011b ve v\u0161ech p\u0159\u00edpadech. U\u00a0n\u011bkter\u00fdch komunika\u010dn\u00edch kampan\u00ed jej v\u0161ak pot\u0159eba je. Nap\u0159\u00edklad u\u00a0zdravotn\u00edch kampan\u00ed propaguj\u00edc\u00edch stravu a\u00a0dopl\u0148ky bohat\u00e9 na v\u00e1pn\u00edk pro sn\u00ed\u017een\u00ed v\u00fdskytu osteopor\u00f3zy u\u00a0\u017een se zjistilo, \u017ee \u017eeny je nejprve t\u0159eba o\u00a0osteopor\u00f3ze pou\u010dit (co to je, jak\u00e9 jsou jej\u00ed p\u0159\u00ed\u010diny atd.). Boj proti obezit\u011b vy\u017eaduje to sam\u00e9 \u2013 ur\u010dit\u00e9 znalosti v\u00fd\u017eivi a\u00a0stravov\u00e1n\u00ed. U\u010den\u00ed neznamen\u00e1 jen porozum\u011bn\u00ed obsahu sd\u011blovan\u00e9 zpr\u00e1vy. Jde o nabyt\u00ed hlub\u0161\u00edch \u010di \u0161ir\u0161\u00edch znalost\u00ed o komunikovan\u00e9 problematice.<\/li>\n<li>Etnografie je v\u00fdzkumn\u00e1 metoda zalo\u017een\u00e1 na intenzivn\u00edm p\u0159\u00edm\u00e9m pozorov\u00e1n\u00ed v\u00a0del\u0161\u00edm \u010dasov\u00e9m \u00faseku. \u010casto obsahuje i rozhovory a\u00a0jin\u00e9 v\u00fdzkumn\u00e9 techniky.<\/li>\n<li>Netnografie je etnografie internetu. U\u017eivatel\u00e9 internetu se detailn\u011b sleduj\u00ed a\u00a0zji\u0161\u0165uj\u00ed se jejich vzorce chov\u00e1n\u00ed, postoje atd., z\u00a0jejich koment\u00e1\u0159\u016f, z\u00a0toho, kam klikaj\u00ed, a\u00a0z\u00a0dal\u0161\u00edch ukazatel\u016f.<\/li>\n<li>Net promoter score je sk\u00f3re na desetibodov\u00e9 \u0161k\u00e1le, zalo\u017een\u00e9 na prost\u00e9m dotazu \u201eS\u00a0jakou pravd\u011bpodobnost\u00ed byste zna\u010dku doporu\u010dili sv\u00e9mu kolegovi \u010di zn\u00e1m\u00e9mu?\u201c Respondenti, u\u00a0nich\u017e je v\u00fdsledek 0\u20136, se pova\u017euj\u00ed za \u201ekritiky\/nespokojen\u00e9\u201c, sk\u00f3re 7\u20138\u00a0maj\u00ed respondenti spokojen\u00ed a\u017e nenad\u0161en\u00ed a\u00a0sk\u00f3re 9\u201310 pat\u0159\u00ed respondent\u016fm pova\u017eovan\u00fdm za v\u011brn\u00e9 nad\u0161ence, podporovatele a\u00a0zast\u00e1nce. (Viz <a style=\"text-decoration: none;\" href=\"https:\/\/www.netpromoter.com\/know\">https:\/\/www.netpromoter.com\/know<\/a>).<\/li>\n<li>Ekonometrie vyu\u017e\u00edv\u00e1 matematick\u00fdch a\u00a0statistick\u00fdch metod k\u00a0testov\u00e1n\u00ed hypot\u00e9z a\u00a0zji\u0161\u0165ov\u00e1n\u00ed ekonomick\u00fdch vztah\u016f mezi faktory na z\u00e1klad\u011b empirick\u00fdch dat (viz <a style=\"text-decoration-line: none;\" href=\"http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html\">http:\/\/www.dummies.com\/how-to\/content\/econometrics-for-dummies-cheat-sheet.html<\/a>).<\/li>\n<\/ol>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-ce7704e8c9803d552aabd216f86414ca\">\n.flex_column.av-av_one_full-ce7704e8c9803d552aabd216f86414ca{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-ce7704e8c9803d552aabd216f86414ca av_one_full  avia-builder-el-19  el_after_av_one_full  el_before_av_one_full  abbreviations-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-7b28236849ea9d61f0d419b81fd4954a '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock abbreviations'  itemprop=\"text\" ><p><strong>ZKRATKY<\/strong><br \/>\nCPM (cost per thousand, kde M znamen\u00e1 mille, latinsky tis\u00edc) je cena za tis\u00edc zobrazen\u00ed.<br \/>\nCRM (customer relationship management) je \u0159\u00edzen\u00ed vztah\u016f se z\u00e1kazn\u00edky (data, kter\u00e1 se zpravidla uchov\u00e1vaj\u00ed v datab\u00e1z\u00edch CRM).<br \/>\nKPIs (key performance indicators) jsou kl\u00ed\u010dov\u00e9 ukazatele v\u00fdkonnosti (viz <a href=\"http:\/\/www.ap-institute.com\/what-is-a-key-performance-indicator.aspx\">http:\/\/www.ap-institute.com\/what-is-a-key-performance-indicator.aspx<\/a>).<br \/>\nOTS (opportunities to see) jsou zpravidla to sam\u00e9 co imprese.<br \/>\nPEST je vyhodnocovac\u00ed r\u00e1mec, kter\u00fd zahrnuje politick\u00e9, ekonomick\u00e9, spole\u010densk\u00e9 a technologick\u00e9 (political, economic, social, technological) faktory.<br \/>\nPESTLE je vyhodnocovac\u00ed r\u00e1mec, kter\u00fd sleduje politick\u00e9, ekonomick\u00e9, spole\u010densk\u00e9 a technologick\u00e9 a pr\u00e1vn\u00ed faktory a faktor prost\u0159ed\u00ed (political, economic, social, technological, legal, environmental) (pou\u017e\u00edv\u00e1 se rovn\u011b\u017e zkratka PESTEL, v n\u00ed\u017e se faktor prost\u0159ed\u00ed (environmental) klade p\u0159ed faktor pr\u00e1vn\u00ed (legal)) (viz <a href=\"http:\/\/pestleanalysis.com\/how-to-do-a-swot-analysis\">http:\/\/pestleanalysis.com\/how-to-do-a-swot-analysis<\/a>).<br \/>\nROI (return on investment) je n\u00e1vratnost investic.<br \/>\nSMART je zkratka, kter\u00e1 se t\u00fdk\u00e1 c\u00edl\u016f. Ty maj\u00ed b\u00fdt konkr\u00e9tn\u00ed (specific), m\u011b\u0159iteln\u00e9 (measureable), dosa\u017eiteln\u00e9 (achievable), relevantn\u00ed (relevant, nap\u0159. spojen\u00e9 s c\u00edli organizace) a \u010dasov\u011b ohrani\u010den\u00e9 (time-bound, tj. je t\u0159eba je splnit v ur\u010dit\u00e9m term\u00ednu).<br \/>\nSWOT je zkratka pro metodu strategick\u00e9ho pl\u00e1nov\u00e1n\u00ed, kter\u00e1 zahrnuje siln\u00e9 str\u00e1nky (strengths), slab\u00e9 str\u00e1nky (weaknesses), p\u0159\u00edle\u017eitosti (opportunities) a hrozby (threats).<br \/>\nTARPs (target audience rating points) je sledovanost danou c\u00edlovou skupinou. Je zalo\u017eena na syst\u00e9mu m\u011b\u0159en\u00ed sledovanosti, kter\u00fd se pou\u017e\u00edv\u00e1 v reklam\u011b (viz <a href=\"http:\/\/www.multimediabuying.com.au\/faq\">http:\/\/www.multimediabuying.com.au\/faq<\/a>).<br \/>\nUWEX je roz\u0161\u00ed\u0159en\u00fd program wisconsinsk\u00e9 univerzity naz\u00fdvan\u00fd University of Wisconsin Extension (viz Taylor-Power &amp; Henert, 2008).<\/p>\n<\/div><\/section><\/div>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1\">\n.flex_column.av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1{\nborder-radius:0px 0px 0px 0px;\npadding:0px 0px 0px 0px;\n}\n<\/style>\n<div  class='flex_column av-av_one_full-0fd34ff97a6f55f6d4f438eeabb9a7c1 av_one_full  avia-builder-el-21  el_after_av_one_full  avia-builder-el-last  references-taxonomy first flex_column_div av-zero-column-padding  column-top-margin'     ><section  class='av_textblock_section av-av_textblock-787aaea060e08877c1e025c4d1d99375 '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/CreativeWork\" ><div class='avia_textblock references'  itemprop=\"text\" ><p dir=\"ltr\" style=\"line-height: 1.3800000000000001; margin-top: 0pt; margin-bottom: 10pt;\"><span style=\"font-size: 12pt;\"><strong><span style=\"font-family: Calibri; color: #000000; background-color: transparent; font-style: normal; font-variant-ligatures: normal; font-variant-caps: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">ZDROJE &amp; DOPL\u0147UJ\u00cdC\u00cd INFORMACE<\/span><\/strong><\/span><\/p>\n<p dir=\"ltr\" style=\"line-height: 1.2; margin-top: 0pt; margin-bottom: 0pt;\"><span style=\"font-size: 12pt; font-family: Calibri; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">Broom, G. (2009). Cutlip &amp; Center\u2019s effective public relations (10th ed.). Upper Saddle River, NJ: Pearson.<\/span><\/p>\n<p dir=\"ltr\" style=\"line-height: 1.2; margin-top: 0pt; margin-bottom: 0pt;\"><span style=\"font-size: 12pt; font-family: Calibri; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">Cutlip, S., Center, A., &amp; Broom, G. (1985). Effective public relations (6th ed.). Englewood Cliffs, NJ: Prentice Hall.<\/span><\/p>\n<p dir=\"ltr\" style=\"line-height: 1.2; margin-top: 0pt; margin-bottom: 0pt;\"><span style=\"font-size: 12pt; font-family: Calibri; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">Cutlip, S., Center, A., &amp; Broom, G. (1994). Effective public relations (7th ed). Upper Saddle River, NJ: Prentice Hall.<\/span><\/p>\n<p dir=\"ltr\" style=\"line-height: 1.2; margin-top: 0pt; margin-bottom: 0pt;\"><span style=\"font-size: 12pt; font-family: Calibri; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">Grunig, J. (2008). Conceptualizing quantitative research in public relations. In B. van Ruler, A. Tkalac Ver\u0109i\u0109, &amp; D. Ver\u0109i\u0109 (Eds.), Public relations metrics: research and evaluation (pp. 88\u2013119). New York, NY: Routledge.<\/span><\/p>\n<p dir=\"ltr\" style=\"line-height: 1.2; margin-top: 0pt; margin-bottom: 0pt;\"><span style=\"font-size: 12pt; font-family: Calibri; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">Grunig, L., Grunig J., &amp; Dozier, D. (2002). Excellent organizations and effective organizations: A study of communication management in three countries. Mahwah, NJ: Lawrence Erlbaum.<\/span><\/p>\n<p dir=\"ltr\" style=\"line-height: 1.2; margin-top: 0pt; margin-bottom: 0pt;\"><span style=\"font-size: 12pt; font-family: Calibri; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">Stacks, D., &amp; Bowen, S. (Eds.). (2013). Dictionary of public relations measurement and research. Gainesville FL: Institute for Public Relations. Available at <a href=\"http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research\">http:\/\/www.instituteforpr.org\/topics\/dictionary-of-public-relations-measurement-and-research<\/a><\/span><\/p>\n<p dir=\"ltr\" style=\"line-height: 1.2; margin-top: 0pt; margin-bottom: 0pt;\"><span style=\"font-size: 12pt; font-family: Calibri; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">Taylor-Power, E., &amp; Henert, E. (2008). Developing a logic model: Teaching and training guide. Retrieved from <a href=\"http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf\">http:\/\/www.uwex.edu\/ces\/pdande\/evaluation\/pdf\/lmguidecomplete.pdf<\/a><\/span><\/p>\n<p dir=\"ltr\" style=\"line-height: 1.2; margin-top: 0pt; margin-bottom: 0pt;\"><span style=\"font-size: 12pt; font-family: Calibri; color: #000000; background-color: transparent; font-weight: 400; font-style: normal; font-variant: normal; text-decoration: none; vertical-align: baseline; white-space: pre-wrap;\">Wholey, J. (1979). Evaluation: Promise and performance. Washington, DC: Urban Institute Press.<\/span>Wholey J., Hatry, H., &amp; Newcomer, K. (Eds.). (2010). Handbook of practical program evaluation (3rd ed.). San Francisco, CA: Jossey-Bass.<\/p>\n<\/div><\/section><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":1954,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"tags":[],"class_list":["post-1956","page","type-page","status-publish","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Taxonomie - AMEC Integrated Evaluation Framework<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Taxonomie - AMEC Integrated Evaluation Framework\" \/>\n<meta property=\"og:url\" content=\"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/\" \/>\n<meta property=\"og:site_name\" content=\"AMEC Integrated Evaluation Framework\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"21 minut\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/\",\"name\":\"Taxonomie - AMEC Integrated Evaluation Framework\",\"isPartOf\":{\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/#website\"},\"datePublished\":\"2017-08-02T14:02:40+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/#breadcrumb\"},\"inLanguage\":\"cs\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Domov\",\"item\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Supporting Material\",\"item\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/\"},{\"@type\":\"ListItem\",\"position\":4,\"name\":\"Taxonomie\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/#website\",\"url\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/\",\"name\":\"AMEC Integrated Evaluation Framework\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"cs\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Taxonomie - AMEC Integrated Evaluation Framework","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"cs_CZ","og_type":"article","og_title":"Taxonomie - AMEC Integrated Evaluation Framework","og_url":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/","og_site_name":"AMEC Integrated Evaluation Framework","twitter_card":"summary_large_image","twitter_misc":{"Est. reading time":"21 minut"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/","url":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/","name":"Taxonomie - AMEC Integrated Evaluation Framework","isPartOf":{"@id":"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/#website"},"datePublished":"2017-08-02T14:02:40+00:00","breadcrumb":{"@id":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/#breadcrumb"},"inLanguage":"cs","potentialAction":[{"@type":"ReadAction","target":["https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/taxonomie\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/"},{"@type":"ListItem","position":2,"name":"Domov","item":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/"},{"@type":"ListItem","position":3,"name":"Supporting Material","item":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/domov\/supporting-material\/"},{"@type":"ListItem","position":4,"name":"Taxonomie"}]},{"@type":"WebSite","@id":"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/#website","url":"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/","name":"AMEC Integrated Evaluation Framework","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/amec.blazedev.co.uk\/amecframework\/ru\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"cs"}]}},"_links":{"self":[{"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/wp-json\/wp\/v2\/pages\/1956","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/wp-json\/wp\/v2\/comments?post=1956"}],"version-history":[{"count":1,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/wp-json\/wp\/v2\/pages\/1956\/revisions"}],"predecessor-version":[{"id":1958,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/wp-json\/wp\/v2\/pages\/1956\/revisions\/1958"}],"up":[{"embeddable":true,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/wp-json\/wp\/v2\/pages\/1954"}],"wp:attachment":[{"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/wp-json\/wp\/v2\/media?parent=1956"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/amec.blazedev.co.uk\/amecframework\/cs\/wp-json\/wp\/v2\/tags?post=1956"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}