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Michal Novak

University of Economics, Prague, Faculty of Management, Department of Management, Faculty Member

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Assistant Professor at the Deparment of Management, Universit of Economics in Prague, Faculty of Management
Address: Jarosovska 1117
Jindrichuv Hradec
377 01
Czech Republic

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Papers by Michal Novak

Improving sentiment analysis performance on morphologically rich languages: Language and domain independent approach

Computer Speech & Language, Jul 1, 2019

This is a PDF file of an unedited manuscript that has been accepted for publication. As a service... more This is a PDF file of an unedited manuscript that has been accepted for publication. As a service to our customers we are providing this early version of the manuscript. The manuscript will undergo copyediting, typesetting, and review of the resulting proof before it is published in its final form. Please note that during the production process errors may be discovered which could affect the content, and all legal disclaimers that apply to the journal pertain. Highlights  Simple all-in-one character n-gram based classifier, which uses a mixture of labeled data from multiple languages (or domains) to train a sentiment classification model, may rival more sophisticated domain/language adaptation techniques  The experiments confirmed the approach of incorporating the surrounding context in order to be effective for improving the classification performance  Suggested approach better reflects the needs of companies, since most companies operate across multiple markets and would find it difficult to obtain a specific sentiment analysis solution for each market they serve

Mass Media Communication & Companies’ Market Position: The Case of Czech Mortgage Market

Acta Oeconomica Pragensia, 2018

The study analyses mass media communication by mortgage lenders in the Czech marketand builds on ... more The study analyses mass media communication by mortgage lenders in the Czech marketand builds on Kotler’s competitive strategies concept and aims to answer the question of whetherthere is a relationship between the mortgage lenders’ market position and their mass mediacommunication profile. Furthermore, it analyses the mass media communication of mortgagelenders according to their financial performance. The analysis utilises complete monitoringdata from the mass media market in the Czech Republic. As a result of this study, the differentadvertising patterns of the market leaders and challengers on a highly commoditised market areshown. Market leaders do not utilise defensive strategies to protect their market shares but employmore offensive strategies to increase the size of the market. Market challengers have no resourcesto implement a massive and offensive communication strategy to challenge the market leaders.Such a conclusion contributes to the debate on communication strategies...

Reaching Specific Audiences by Television Advertising Scheduling – the Case of the Czech Republic

A Cross-Cultural Study of Online Marketing in International Higher Education – a Keyword Analysis

The New Educational Review

Higher education is a dynamic global industry with highly competitive and developed market. Unive... more Higher education is a dynamic global industry with highly competitive and developed market. Universities communicate their international programs to attract prospective students interested in studying abroad. This study addresses a question, whether there is a difference between communicated characteristics of international programs among universities from various cultures. Websites of seventy universities coming from different cultural clusters are analysed through data-mining methods. The results suggests that marketing communications in international higher education do not stand on cultural grounds as there are only minor differences between international program communications across the world. The only difference in the group of prime international higher education providers was found between the Anglo-Saxon universities and the rest of the world. Check my website (http://www.tomaskincl.net/) to get the full version of the manuscript

Automated Attention Analysis Across Brands and Cultures in Online Beer Marketing

Lecture Notes in Electrical Engineering, 2013

This chapter presents an extended study focused on application of automated attention analysis in... more This chapter presents an extended study focused on application of automated attention analysis in online marketing. The research question we are trying to address is whether automated tools can be used to depict differences between brand related websites of beer companies. Automated and quick comparison of websites from different markets and cultures might provide stimulating and instructive feedback and thus become an invaluable tool for online marketers. In spite of being exploratory in nature, the study and indicates that the automated tools instead of human-centered attention analysis could be an inexpensive yet relevant tool for brand site development.

Designing for Culturally Diverse Audiences: Can Automated Attention Analysis Substitute the Eye-Tracking in Website Development?

Communications in Computer and Information Science, 2013

Developers use a variety of methods to evaluate user's reactions to the website. Research in neur... more Developers use a variety of methods to evaluate user's reactions to the website. Research in neuroscience and natural vision processing resulted in the development of automated methods which simulate human attention and are able to provide similar results to eye-tracking. However robust evidence is still missing. This study contributes and expands on this debate. Eye-tracking studies on cultural differences confirmed that users from different cultures have different expectations and preferences. This study answers the question whether cultural differences in web design could be revealed also by automated attention analysis. Websites of the largest beer producers from different countries with different cultural background were analyzed through automated attention analysis tool to determine whether there is a difference in the number of potential areas of interest and their size. The study confirms that automated tools can depict cultural differences and thus provide fast and inexpensive results for initial assessment of website interfaces.

Language Independent System for Document Context Extraction

Proceedings of the World Congress on Engineering and Computer Science, 2011

Abstract—At this time all people, especially managers and businessmen, are exposed to the ever-pr... more Abstract—At this time all people, especially managers and businessmen, are exposed to the ever-present information pollution. This is why tools of business intelligence are of great importance; nevertheless the current methods can hardly cope with large and unstructured text sources like World Wide Web that currently becomes more and more important. To achieve this main goal we have to find and verify satisfactorily reliable methods for automatic extraction of a main context of a document, ie, multidimensional structured ...

Erotic appeals in advertising

Medijske studije, 2022

Erotic appeals in advertising are sometimes considered unethical or provocative. This‎study addre... more Erotic appeals in advertising are sometimes considered unethical or provocative. This‎study addresses how consumers perceive advertisements with erotic appeals regarding eye movement‎and subjective appropriateness. This study is methodologically based on eye-tracking to capture the‎participants’ visual attention and semi-structured interviews to obtain further in-depth information‎on the perceived appropriateness of erotic appeal in a particular advertisement from the respondent’s‎perspective. The results show a difference in how consumers look at advertising according to their‎perceived appropriateness of an erotic appeal and indicate the importance of a suitably chosen‎protagonist concerning the target group. Concerning the chosen protagonist, marketers must pay‎attention to the strength and congruence of the erotic appeal.‎

Media Behaviour of Preschool Children: TV and TV Advertising Viewing

EMC Review - Časopis za ekonomiju - APEIRON, 2020

This study aims to analyse the TV and TV advertising viewing habits of preschool children. This s... more This study aims to analyse the TV and TV advertising viewing habits of preschool children. This study uses a qualitative approach based on media diaries, which were completed by the parents of fifteen preschool children over one week. The findings show that the preferable daypart for viewing TV by preschool children is the evening hours. Furthermore, the children mostly view children’s oriented TV programmes either alone or with their siblings. The results show that advertising influences children’s behaviour. In contrast with several previous studies, this paper does not support the claim that children begin to understand advertising messages from the age of eight as the study shows they understand it at an earlier age. Ultimately, this study confirms that TV advertising is still a convenient tool for communication with preschool children. The findings of this study contribute to the on-going debate about children’s TV viewing behaviour and children’s TV advertising.

Preference ve spotřebě potravin bohatých na bílkoviny

Acta Oeconomica Pragensia, 2007

Pre fe ren ce ve spo tøe bì po tra vin bo ha tých na bíl ko vi ny Mi chal No vák Ve dou cí prá ce... more

Language-Independent Sentiment Analysis with Surrounding Context Extension

Lecture Notes in Computer Science, 2015

Income and Expenditure of Czech Households

journal.aplimat.com

Abstract. The paper focuses on the analysis of income and expenditure of Czech households with re... more Abstract. The paper focuses on the analysis of income and expenditure of Czech households with regard to their indebtedness. The main goal is capturing the global differences between indebting and money saving households. Attention is also given to the nature of the distribution of income and expenditures and changes in the structure of household expenditure that occurred in the period 2002-2007. The paper has been created with the support of the grant project of the Grant Agency of the Czech Republic 402/09/ ...

Industry analysis of TV commercials: Do companies reflect audience profiles?

Journal of Direct, Data and Digital Marketing Practice

The purpose of the article is to explore one of the Cental and East European media markets to det... more The purpose of the article is to explore one of the Cental and East European media markets to determine whether different audience profiles reflect the various industry structures of the commercials aired. The article is based on data from a complete television (TV) commercials data set (n = 2,303,435) from 2013. The results indicate that there are only minor differences between TV channels while audience targeting is only implemented by a very few thematic channels. The article contributes to media marketing management research by showing that the differences in the distribution of commercials among different TV channels are smaller than expected.

A bibliometric analysis of the European Union Statistics on Income and Living Conditions (EU-SILC) research (2007-2018)

Proceedings of the International Scientific Conference of Business Economics Management and Marketing 2019, 2019

The European Union Statistics on Income and Living Conditions (EU-SILC) provides comparable micro... more The European Union Statistics on Income and Living Conditions (EU-SILC) provides comparable microdata on income, poverty, social exclusion and living conditions of EU households. This paper presents bibliometric analysis that provides insights into the academic usage of EU-SILC data. More than 400 studies published and indexed in Web of Science during years 2007–2018 are investigated using rigorous bibliometric methods. Research clusters, key research topics, leading journals and fundamental papers are identified. Results provide an insight into the academic usage of EU-SILC data and an overview of the current research progress and future research directions.

Analýza ekonomického chování sektoru domácností v České republice z hlediska zadluženosti

ABSTRAKT Předložený článek si klade za cíl popsat na základě údajů z národních účtů situaci na fi... more ABSTRAKT Předložený článek si klade za cíl popsat na základě údajů z národních účtů situaci na finančním trhu a její vliv na zadluženost domácností v České republice, analyzovat determinanty, které ji ovlivňují, a provést komparaci situace s dalšími zeměmi. Tento globální pohled na zadluženost českých domácností bude doplněn odhadem jejich subjektivního vnímání schopnosti splácet dluhy.

International Higher Education Online Marketing: A Cross-Cultural Study of GLOBE Clusters

Higher education is dynamic global industry with highly competitive and developed market. Univers... more Higher education is dynamic global industry with highly competitive and developed market. Universities strive to communicate their international programs to impress prospective students interested in studying abroad. International education is provided in local environment and influenced by local culture and characteristics, however it might be perceived as a global product satisfying needs of students worldwide, attaining consistent positioning and referring to similar values on all markets. This study addresses a question, whether there is a difference between communicated characteristics of international programs among universities from various cultures. Websites of seventy universities coming from different GLOBE cultural clusters are analyzed through data-mining methods. The analysis suggests that marketing communications to international students do not stand on cultural grounds as there are only marginal differences between international program communications across the world. The major difference in the group of prime international higher education providers was found between the GLOBE Anglo universities and the rest of the world.

Language Independent System for Document Context Extraction

by Michal Novak, Vladislav Bína, and Jiri Pribil

At this time all people, especially managers and businessmen, are exposed to the ever-present inf... more At this time all people, especially managers and businessmen, are exposed to the ever-present information pollution. This is why tools of business intelligence are of great importance; nevertheless the current methods can hardly cope with large and unstructured text sources like World Wide Web that currently becomes more and more important. To achieve this main goal we have to find and verify satisfactorily reliable methods for automatic extraction of a main context of a document, i.e., multidimensional structured characterization representing the main topic of the document. To cope with the multilingual sources we have to develop approaches that would not be dependent on the language of the source and that would not need any additional language dependent tools (like thesauri). In our conception, the context is dynamic – it means that a classification of a document will not be dependent only on the document in question but also on the corpus; the expansion of a corpus can result in a change of a document classification.

Income and Expenditure of Czech Households

The paper focuses on the analysis of income and expenditure of Czech households with regard to th... more The paper focuses on the analysis of income and expenditure of Czech households with regard to their indebtedness. The main goal is capturing the global differences between indebting and money saving households. Attention is also given to the nature of the distribution of income and expenditures and changes in the structure of household expenditure that occurred in the period 2002-2007. The paper has been created with the support of the grant project of the Grant Agency of the Czech Republic 402/09/0515 "Analysis and Modelling of Financial Power of Czech and Slovak Households”.

Analysis of the Economic Behaviour of Households in the Czech Republic in Terms of Indebtedness

The goal of this paper is to describe, on the basis of national accounts, the situation on the fi... more The goal of this paper is to describe, on the basis of national accounts, the situation on the financial market and its influence on indebtedness of households in the Czech Republic and to analyze determinants that affect it. This global view of indebtedness of Czech households will be accompanied by an estimate of their subjective perception of ability to pay debts.