PAZARLAMA ARAŞTIRMALARINDA ÇEŞİTLEME TRIANGULATION YAKLAŞIMI KULLANIMINA YÖNELİK BİR ANALİZ

Abstract

Bu çalışma, pazarlama alanında önde gelen kaynaklarda yayınlanan çalışmaların detaylı incelemesini yaparak, pazarlama araştırmalarında çeşitleme yaklaşımının kullanımı ile ilgili mevcut durumu ortaya koymayı amaçlamaktadır. Ayrıca çalışma, pazarlama araştırmalarındaki son gelişmeler ışığında, çeşitleme yaklaşımının kullanımına ilişkin öneriler getirmeyi de hedeflemiştir. Ayrıca, çeşitleme yaklaşımı içerisinde hangi araştırma yöntemlerinin ağırlıklı olarak kullanıldığı, nasıl bir sıra içerisinde gerçekleştirildiği ve çeşitleme yaklaşımı türlerinden hangilerinin araştırmacılar tarafından tercih edildiği de çalışmada incelenmiştir. Çalışmada, çeşitleme yaklaşımının kullanımına yönelik olarak literatürde belirtilen dört ana yöntem göz önüne alınarak belirtilen kaynaklardaki çalışmalar incelenerek bir sınıflandırma gerçekleştirilmiştir. Yapılan incelemeler ve sınıflandırmalara bağlı olarak çalışma, pazarlama araştırmaları kavramının bu alanına yönelik olarak öneriler de getirmektedir. Anahtar Kelimeler: Pazarlama, karma yöntemler, çeşitleme yaklaşımı, pazarlama araştırması

Keywords

• Pazarlama, karma yöntemler, çeşitleme yaklaşımı, pazarlama araştırması.

AN ANALYSIS OF TRIANGULATION APPROACH IN MARKETING RESEARCH

Abstract

This study aims to present the current patterns in marketing research related to the triangulation approach by investigating the articles published in leading journals in the field. The study also aims to provide suggestions for the use and application of triangulation approach in the marketing discipline. Moreover, the main research methods employed in triangulation, the sequence of these research methods in the articles reviewed and the main types of triangulation have also been analysed. A classification has been made based on four main methods existing in the literature regarding triangulation. In the light of the classifications and the investigation of the articles from leading marketing journals, the study provides suggestions regarding the use of triangulation in marke-ting research

Keywords

• Marketing,mixed methods,triangulation,marketing research

References

1. Barbour, R. S. (1998). Mixing Qualitative Methods: Quality Assurance or Qualitative Quagmire? Qualitative Health Research, 8,3, 352-361.
2. Bryman, A. (1988). Quantity and Quality in Social Research. London: Unwin Hyman. Campbell, D.T. ve Fiske, D.W. (1959). Convergent and Discriminant Validation by the Multitrait-multimethod Matrix. Psychological Bulletin, 56, 81-105.
3. Creswell, J. W. (1994). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches, Thousand Oaks: Sage.
4. Creswell, J. W. ve Miller, D. L. (2000). Determining Validity in Qualitative Inquiry. Theory into Practice, 39, 3, 124-131.
5. Creswell, J W. (2003). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches. Thousand Oaks: Sage.
6. Davies, B. (2003). The Role of Quantitative and Qualitative Research in Industrial Studies of Tourism. International Journal of Tourism Research, 5,2, 97-111.
7. Denzin, N. (1978). The Research Act. New York: McGraw-Hill.
8. Hanson, D. ve Grimmer, M. (2007). The Mix of Qualitative and Quantitative Research in Major Marketing Journals, 1993-2002. European Journal of Marketing, 41,2, 58-70.

9. Jick, T. (1979). Mixing Qualitative and Quantitative Methods: Triangulation in Action. Administrative Science Quarterly, 24 (4), 602-611.
10. Kotler, P. ve Armstrong, G. (2001). Principles of Marketing. New Jersey: Prentice Hall. Mathison, S. (1988). Why Triangulate? Educational Researcher, 17, 2, 13-17.
11. Mucuk, İ. (2010). Pazarlama İlkeleri. İstanbul:Türkmen Kitabevi.
12. Nykiel, R.A. (2007). Handbook of Marketing Research Methodologies for Hospitality and Tourism. New York: Haworth Press.
13. Patton, M. (2002). Qualitative Research and Evaluation Methods. Thousand Oaks: Sage Publications.
14. Mayring, P. (2001). Combination and Integration of Qualitative and Quantitative Analysis. Forum Qualitative Sozialforschung, www: Web: http://www. qualitativeresearch.net /index.php/fqs
15. Phillips, D. (1971). Knowledge from What?: Theories and Methods in Social Research. Chicago: Rand McNally.
16. Rocco, T.S., Bliss, L.A., Gallagher, S., Perez-Prado, A. (2003). Taking the Next Step: Mixed Methods Research in Organizational Systems. Information Technology, Learning and Performance Journal, 21,1,19-29.
17. Rohner, R. P. (1977). Advantages of the Comparative Method of Anthropology. Behavior Science Research, 12, 117-144.
18. Sale, J. E. M, Lohfeld, L. H., ve Brazil, K. (2002). Revisiting the Quantitative-Qualitative Debate: Implications for Mixed-Methods Research. Quality & Quantity, 36, 43-53.
19. Smith, H. W. (1975). Strategies of Social Research: The Methodological Imagination. New Jersey: Prentice Hall.
20. Srnka, K.J. ve Koeszegi, S. (2007). From Words to Numbers: How to Transform Qualitative Data into Meaningful Quantitative Results. Schmalenbach Business Review, 59, 29-57.
21. Svensson, G. ve Wood, G. (2007). Research Designs and Scientific Identity in Marketing Journals: Review and Evaluation. European Journal of Marketing, 41, 419-438.
22. Tashakkori, A. ve Teddlie, C. (1998). Mixed Methodology: Combining Qualitative and Quantitative Approaches, Thousand Oaks: Sage.
23. Tashakkori, A. ve Teddlie, C. (2003). Handbook of Mixed Methods in Social and Behavioral Research, Thousand Oaks : Sage.
24. Trumbo, C. W. (2004). Research Methods in Mass Communication Research: A Census of Eight Journals 1990- 2000. Journalism and Mass Communication Quarterly, 81, 417-36.
25. Yıldırım, A., ve Şimşek, H. (2005). Sosyal Bilimlerde Nitel Araştırma Yöntemleri, Ankara: Seçkin Yayıncılık.