Muhasebecilerin Mesleki Ve Demografik Özelliklerine Göre Reklama Yönelik Tutumlarının Belirlenmesine Yönelik Bir Araştırma

Year 2006, Volume: 15 Issue: 1, 411 - 426, 01.03.2006

Doç. Dr. İnci Varinli

Abstract

While accountants in our country are banned to advertise this is the case for their colleagues in many countries In this study it has been tried to find out accountants’ attitudes toward advertisement Some forms of questionnaire was delivered in a convention that the accountants hold periodically The answers gathered from 115 accountants were evaluated Test z correlation analysis and discriminant analysis were applied to the data gathered More than half the accountants who took the questionnaire expressed that they would do advertisement if the ban were to be put an end Besides they specified that they were willing to give information to the public about their services and their qualifications if they were not willing to specify their fees While leaflets and accounting magazines are among the leading means of advertisement that they would like to use radio and tv are the last means of advertisement they think of It was found out that the accountants had a positive approach to advertisement The younger the less experienced and the less customer the more tended to advertisement The features that came out to differ those willing to do advertisement and those who are not can be summarized as willing to give information about accounting to the public favoring the advertisement and its affect on competing Keywords: Advertising Advertising ban Attitudes Accountants

Keywords

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Muhasebecilerin Mesleki Ve Demografik Özelliklerine Göre Reklama Yönelik Tutumlarının Belirlenmesine Yönelik Bir Araştırma

Abstract

Ülkemizde muhasebecilerin reklam yapması yasak olmakla birlikte birçok ülkede reklam yapabilmektedirler Bu çalışmada muhasebecilerin reklama karşı tutumları belirlenmeye çalışılmıştır Muhasebecilerin belirli aralıklarla düzenledikleri bir toplantıya katılarak hazırlanan anket formu dağıtılmıştır 115 muhasebeciden alınan cevaplar değerlendirilmiştir Elde edilen verilere z testi korelasyon analizi ve ayırma analizi uygulanmıştır Araştırmaya katılan muhasebecilerin yarıdan fazlası yasak kalksa reklam yapacaklarını belirtmişlerdir Ayrıca muhasebeciler reklam yapmalarına izin verilse hizmetleri ve nitelikleri hakkında bilgi vermeyi istediklerini belirtmişlerdir Diğer yandan muhasebecilerin ücretleri hakkında bilgi vermekte istekli olmadıkları ortaya çıkmıştır Yararlanmayı düşündükleri reklam araçlarının başında muhasebe dergileri tanıtım broşürleri gelirken radyo ve televizyon düşündükleri en son araçlar arasında yer almıştır Muhasebecilerin genel olarak reklama karşı olumlu bir tutum gösterdikleri ortaya çıkmıştır Genç daha az tecrübeli ve müşteri sayısı az olan muhasebecilerin reklam yapma ihtimali oldukça yüksektir Reklam yapma niyeti olan muhasebeciler ile olmayanları ayırt edici özellikler arasında reklam yapma taraftarı olma muhasebecilerin nitelikleri hakkında bilgilendirme mesleğin kamuoyundaki imajını olumsuz yönde etkileme ve reklam yapmanın rekabeti artırması konuları yer almıştır Anahtar Kelimeler: Reklam Reklam Yasağı Tutumlar Muhasebeciler

Keywords

Reklam, Reklam Yasağı, Tutumlar, Muhasebeciler

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