Usage of multidimensional scaling technique in the preperation of perception maps: example of private hospitals in Ankara

Yıl 2011, Sayı: 4, 91 - 108, 01.05.2011

Aykut Ekiyor

Öz

Although perception maps are visual tools to be used in the location process of the products for marketing managers in the scope of strategic marketing planning, this issue drew insufficient interest in our country. A gap has also been observed in private hospitals where intense competition has increased rapidly. In this respect, this study has been planned to fill the gap in the private healthcame market and to guide the practitioners.In the first part of the study locating, perception maps and multidimensional scaling technique used in the preparation of the perception maps were examined in detail. In the application part of the study perception maps of 7 7 private hospitals in Ankara were composed according to the data obtained from the consumers. Multidimensional scaling analysis which was determined as the most appropriate statistical technique for the aim of the study was applied to the obtained data. In the frame of the statistical analysis similar and different sides of the private hospitals according to their adjacency and distance were identified. The results of the analysis were interpreted appropriately in detail.

Anahtar Kelimeler

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Algılama haritalarının hazırlanmasında çok boyutlu ölçekleme tekniğinin kullanılması: Ankara ili özel hastaneler örneği

Öz

Algılama haritaları pazarlama yöneticilerinin stratejik pazarlama planlaması kapsamında ürün konumlandırma işleminde kullanabilecekleri görsel bir araç olmasına rağmen, ülkemizde bu konu yeterli ilgi görmemektedir. Yoğun rekabetin hızla arttığı özel hastane pazarında da bu boşluk görülmektedir. Bu bağlamda, özel hastane pazarındaki bu boşluğu doldurmak ve uygulamacılara yol göstermek amacıyla bu çalışma planlanmıştır. Bu çalışmada konumlandırma, algılama haritaları ve algılama haritalarının hazırlanmasında kullanılan çok boyutlu ölçekleme tekniği detaylı şekilde incelenmiştir. Araştırmanın uygulama bölümünde ise Ankara'da faaliyet gösteren 11 özel hastanenin algılama haritaları, tüketici anketlerinden elde edilen verilerle düzenlenmiştir. Elde edilen verilere, çalışmanın amacına en uygun istatistiksel teknik olarak belirlenen çok boyutlu ölçekleme analizi uygulanmıştır. İstatistiksel analiz çerçevesinde özel hastanelerin yakınlık ve uzaklıklarına göre benzer ve farklı yönleri ortaya çıkarılmıştır. Sonuçlar, analize uygun şekilde ayrıntılı olarak yorumlanmıştır.

Anahtar Kelimeler

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Kaynakça

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