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Journals / Pazarlama ve Pazarlama Araştırmaları Dergisi / 2012 / Cilt: 5 - Sayı: 9

AN ANALYSIS OF TRIANGULATION APPROACH IN MARKETING RESEARCH

PAZARLAMA ARAŞTIRMALARINDA ÇEŞİTLEME TRIANGULATION YAKLAŞIMI KULLANIMINA YÖNELİK BİR ANALİZ

Gül DENKTAŞ ŞAKAR
Pages
65–82
Publication Date
2012-06-01
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.
📊
Key Findings & Data:The study also aims to provide suggestions for the use and application of triangulation approach in the marketing discipline.
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Conclusion & Impact: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
🔬Design:Review & Systematic Survey
📍Scope:Comprehensive Sample
⚙️Variables:Pazarlama · karma yöntemler · çeşitleme yaklaşımı

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

Özet

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

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Cite This Article

ŞAKAR, G. D. (2012). AN ANALYSIS OF TRIANGULATION APPROACH IN MARKETING RESEARCH. Pazarlama ve Pazarlama Araştırmaları Dergisi, Cilt: 5 - Sayı: 9, 65–82. https://ajindex.com/articles/372126

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