PAZAR ARAŞTIRMA CI SI VE PAZARLAMA ARAŞTIRMA CI SI: ULUSAL PAZARLAMA AKADEMİASINDA PARADİGMATİK DÖNÜŞÜM GEREKSİNİMİ

Yıl 2019, Cilt: 12 Sayı: 24, 453 - 482, 01.12.2019

Volkan Doğan

Öz

Bu kavramsal makalede, betimleyici araştırma ile teori testi araştırması uçlarına sahip süreklilik kapsamında pazar araştırması ve pazarlama araştırması ile pazar araştırmacısı ve pazarlama araştırmacısı kavramları tanımlanmıştır. Ayrıca pazar araştırmacısı ve pazarlama araştırmacısı ayrımının kurgusal düzey perspektifinden, araştırma soruları bakımından ve metodolojik araçları bakımından karşılaştırılması da yapılmıştır. Ulusal pazarlama akademisi kapsamında gerçekleşen bilgi üretim sürecine yönelik bir tehdit olduğu düşünülen pratik katkı - teorik katkı gerilimi sorunsalına ilişkin tartışma da bu kavramsal makale kapsamında ele alınmıştır. Yapılan tartışmalar neticesinde ulusal pazarlama akademisi kapsamında pazar araştırması odaklılıktan pazarlama araştırması odaklılığa doğru bir paradigmatik dönüşüm gerekliliği olduğu vurgulanmıştır. Bu paradigmatik dönüşüm ile hem pazarlama disiplininin hem de pazarlama akademisinin ulusal ve uluslararası düzeyde bilimsel itibarının olumlu yönde değişeceği ileri sürülmüştür

Anahtar Kelimeler

Pazar araştırması, pazar araştırmacısı, pazarlama araştırması, pazarlama araştırmacısı

MARKET RESEARCH ER AND MARKETING RESEARCH ER : THE NEED FOR A PARADIGMATIC SHIFT IN TURKISH MARKETING ACADEMIA

Öz

Based on the bipolar continuum in which descriptive research and theory testing research are the endpoints, the present paper defines the concepts of market research, market researcher, marketing research, and marketing researcher. Moreover, a comparison between market research and marketing research is made from the perspectives of how the research question is construed, what kind of research question is examined, and which methodological tools are frequently used. The tension between practical contribution and theoretical contribution, which is evaluated as a threat towards the knowledge generation process in Turkish marketing academia, is discussed in the current paper. The discussion suggests a paradigmatic shift that requires Turkish marketing researchers to focus on marketing research rather than market research. It is believed that this paradigmatic shift will enhance the scientific reputation of marketing discipline and marketing academia

Anahtar Kelimeler

Market research, market researcher, marketing research, marketing researcher

Kaynakça

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