Application of Necessary Condition Analysis in Marketing Research with RStudio

Abstract

This study aims to share fundamental information on how Necessary Condition Analysis, a current quantitative analysis method, can be used in marketing research. For this purpose, first of all, a literature review of the method was made and information about the studies carried out in the marketing field with this method was shared. In the literature review, it is understood that the number of research conducted in the marketing field regarding the method is limited. However, that research is published in journals with high impact factors. On the other hand, no research using this method has been found in the Turkish literature. After the literature review, information on the steps to be followed to perform the analysis and how to perform the analysis step by step with RStudio is provided. RStudio software was preferred to apply the method because it is free and user-friendly. Thus, it is aimed to create a basic user guide that researchers and practitioners who want to use the method can refer to. Finally, although this study was conducted on the axis of marketing research, it is possible to say that the method is a practical tool for different disciplines of social sciences, in addition to different fields such as health, education, and engineering sciences. Therefore, it would be appropriate to state that a wide range of researchers can benefit from the principles conveyed in this study.

Keywords

• Marketing Research
• Quantitative Method
• Necessary Condition Analysis

Pazarlama Araştırmalarında Gerekli Koşul Analizinin RStudio ile Uygulanması

Abstract

Bu çalışma, güncel bir nicel analiz yöntemi olan Gerekli Koşul Analizi’nin pazarlama araştırmalarında nasıl kullanılabileceğine dair temel bilgileri paylaşmayı amaçlamaktadır. Bu amaca yönelik olarak öncelikle yönteme dair bir literatür taraması yapılmış ve bu yöntemle pazarlama alanında yapılmış çalışmalara dair bilgiler paylaşılmıştır. Yapılan literatür taramasında yöntemle ilgili olarak pazarlama alanında yapılan araştırmaların sayısının düşük olmasına rağmen yüksek etki faktörlü dergilerde yayınlandığı anlaşılmaktadır. Diğer taraftan Türkçe literatürde ise bu yöntemle yapılmış bir araştırmaya rastlanmamıştır. Literatür taramasının ardından analizin yapılması için izlenecek işlem basamakları ve RStudio ile analizlerin adım adım nasıl gerçekleştirileceğine dair bilgiler aktarılmıştır. Yöntem in aktarılmasında ücretsiz olması ve kullanım kolaylıkları sebebiyle RStudio yazılımı tercih edilmiştir. Böylece yöntemi kullanmak isteyecek araştırmacıların ve uygulayıcıların başvurabileceği temel bir kullanma kılavuzu oluşturulması hedeflenmiştir. Son olarak, bu çalışma her ne kadar pazarlama araştırmaları ekseninde yapılmış olsa da yöntemin sağlık, eğitim, mühendislik bilimleri gibi farklı alanlara ek olarak sosyal bilimlerin de farklı disiplinleri için kullanışlı bir araç olduğunu söylemekte fayda vardır. Dolayısıyla bu çalışmada aktarılan ilkelerden geniş bir araştırmacı kitlesinin yararlanabileceğini de ifade etmek yerinde olacaktır.

Keywords

• Pazarlama Araştırması
• Nicel Yöntem
• Gerekli Koşul Analizi

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