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TÜRKİYE’DE AKADEMIK PAZARLAMA DÜŞÜNCESİNİN GELİŞİMİ VE YAYIMI: YÜKSELEN BİR PAZARDA 1980 – 2008 YILLARINDA YAZILMIŞ YÜKSEK LİSANS VE DOKTORA TEZLERİNİN SCIENTOMETRİK ANALİZİ

THE DEVELOPMENT AND TRANSFER OF SCHOLARLY MARKETING THOUGHT IN TURKEY: A SCIENTOMETRIC ANALYSIS OF MASTER AND PHD THESES 1980 – 2008 IN AN EMERGING MARKET COUNTRY*

Journal Name:

  • Bilgi Ekonomisi ve Yönetimi Dergisi

Publication Year:

  • 2011

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Marketing knowledge generated at institutions of higher education is mostly considered to be distributed via journal publications and books. The neglected part of work of scholarly marketing evaluation is theses written for an academic and practitioner audience. This study focuses on the knowledge transfer achieved via theses (masters or Ph.D.) in an emerging market country, Turkey. The research questions describe the aim of study: ‘What are the main significant topical structures of the marketing theses in terms of keyword patterns? What are the keywords patterns reflecting the linkages between main and peripheral themes? Which granular structure of theses topics are constitutive elements of the keyword patterns?’ The methodological approach chosen for the analysis is a combination of quantitative scientometric and network analytical procedures. They are based on co-occurrence of keywords of 2000 marketing theses as elaborated by YÖK Thesis Center data base. The significant results show evidence that three different areas can be identified in the marketing keyword network. The core ‘Turkey, distribution channels, problems and marketing activities’, the semi-periphery ‘Competitiveness and Power’, and the periphery ‘Buyer preferences’ build the structure of the knowledge domain provided by theses work.
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Abstract (Original Language): 
Yüksek öğretim kurumlarında geliştirilen pazarlama bilgisinin çoğunlukla dergiler ve kitap yayıncılığı ile kitlelere ulaştığı varsayılır. Akademik pazarlama çalışmalarının ihmal edilen bölümü ise akademisyenler ve uygulama alanındakilerin kullanımı için yazılan tezlerdir. Bu çalışma, bir yükselen pazar olan Türkiye’de yüksek lisans ve doktora tezleri yolu ile elde edilen bilginin transferine odaklanmıştır. Araştırma soruları, çalışmanın amacını da tanımlamaktadır: ‘Pazarlama tezlerinin temel konusal yapıları anahtar kelimeler göre nasıl şekillenmektedir? Anahtar kelimelerin oluşturduğu şekillenmede çekirdekteki ana konular ve çemberindeki yan konular arasında nasıl bir ilişki göstermektedir? Tez konularının hangi tanecikli yapısı anahtar kelimelerin şekillenmesindeki yapısal unsurlardır?’ Analiz için seçilen yöntembilimsel yaklaşım, nicel scientometrik (bilimselölçev) ile network (ağ) çözümsel yöntemlerinin bir birleşimidir. YÖK Tez Merkezi veri tabanından elde edilen 2000 pazarlama tezindeki kendini tekrarlayan ve birlikte ortaya çıkan anahtar kelimelerin analizidir. Anlamlı sonuçlar üç farklı alanda anahtar kelimelerin birer ağ oluşturduğunu yansıtmaktadır. Çekirdekte ‘Türkiye, dağıtım kanalları, sorunlar ve pazarlama faaliyetleri’ yer almaktadır. İlk çemberde ‘rekabet ve güç’, ikinci çemberde ise ‘alıcıların tercihleri’ tez çalışmalarının bize sunduğu bilgi alanının yapısını ortaya koymaktadır.
FULL TEXT (PDF): 
PDF icon arastirmax-turkiyede-akademik-pazarlama-dusuncesinin-gelisimi-yayimi-yukselen-bir-pazarda-1980-2008-yillarinda-yazilmis-yuksek-lisans-doktora-tezlerinin-scientometrik-analizi.pdf
  • 1
75-91
  • Turkish

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