A DECISION TREE-BASED APPROACH TO THE PROCESS OF ADAPTING SCALES TO TURKISH IN MARKETING RESEARCH

Öz

Surveys are measurement-based data collection tools frequently used in marketing research. When measurement tools want to be applied outside the limits for which they were designed, they must go through some adaptation processes. Although researchers have different suggestions regarding this process, there are common stages in most of them. Within the conceptual framework of the article, research on how the scale adaptation process should be carried out was compiled and appropriate stages were determined. Then, studies in the field of marketing that were adapted to Turkish were examined and a bibliometric analysis was conducted to evaluate whether they applied the adaptation process or not. In the final stage of the study, a decision tree-based approach was developed for the Turkish scale adaptation process in marketing research, which includes criteria for the adaptation process decision.

Anahtar Kelimeler

• Scale adaptation
• decision tree
• bibliometric

PAZARLAMA ARAŞTIRMALARINDA ÖLÇEKLERİN TÜRKÇEYE UYARLAMA SÜRECİNE YÖNELİK KARAR AĞACI TABANLI BİR YAKLAŞIM

Öz

Anketler pazarlama araştırmalarında sıkça kullanılan ölçüme dayalı veri toplama araçlarındandır. Ölçüm araçları tasarlandığı sınırlar dışında uygulanmak istendiğinde ise bir takım uyarlama süreçlerinden geçmek durumundadır. Bu sürece dair araştırmacıların farklı önerileri olsa da birçoğunda ortak aşamalar bulunmaktadır. Makalenin kavramsal çerçevesinde ölçek uyarlama sürecinin nasıl yürütülmesi gerektiğine yönelik araştırmalar derlenerek uygun aşamalar belirlenmiştir. Ardından, pazarlama alanında Türkçeye uyarlaması yapılmış çalışmalar incelenerek uyarlama sürecini uygulayıp uygulamadıkları değerlendirmek amacıyla bibliyometrik analiz yapılmıştır. Çalışmanın son aşamasında ise uyarlama süreci kararı için içerisinde kriterler barındıran, pazarlama araştırmalarında Türkçe ölçek uyarlama süreci için karar ağacı tabanlı bir yaklaşım geliştirilmiştir.

Anahtar Kelimeler

• Ölçek uyarlama
• karar ağacı
• bibliyometrik

Kaynakça

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