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TÜKETİCİ DAVRANIŞINA YÖNELİK ARAŞTIRMALARDA ALTERNATİF BİR TEKNİK: ETNOGRAFİK ARAŞTIRMA

AN ALTERNATIVE TECHNIQUE FOR CONSUMER BEHAVIOUR RESEARCHES: ETHNOGRAPHIC RESEARCH

Journal Name:

  • İstanbul Ticaret Üniversitesi Sosyal Bilimler Dergisi

Publication Year:

  • 2007

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Consumer behaviour has a complex and dynamic structure. There is a difference between “what people say” and “what people do in fact”. Therefore to fully understand the reasons behind the behaviour requires more sensitive and comprehensive researchesto be conducted. In that scope, it is seen that inthe consumer behaviour researches, ethnographic researchhas gained acceptance in the past decade. Ethnographic research has its roots in antropology,and examines the behaviour directly within the social context it occurs and developes. So that it produces flexible and rich findings for the consumer behaviour. In that study, the structure, the characterstics and the application techniques of the ethnographic research are described and its applications in marketing arediscussed.
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Abstract (Original Language): 
Tüketici davranışı karmaşık ve değişken bir yapıya sahiptir. Tüketicilerin söylediklerive gerçekte yaptıkları davranışlar farklılık göstermektedir. Dolayısıyla tüketici davranışına yönelik yürütülen araştırmalarda davranışın temelinde yatan nedenleri anlamak daha duyarlı ve kapsamlı araştırma yöntemlerinin kullanılmasını gerektirmektedir. Bu bağlamda son yıllarda tüketici davranışına yönelik araştırmalarda alternatif bir teknik olarak etnografik araştırmaların kullanılmaya başlandığı görülmektedir. Etnografik araştırma antropolojik temelli bir araştırma yöntemidir ve insan davranışını doğrudan, oluştuğu ve geliştiği sosyal çevre içerisinde ele almaktadır. Bu nedenle tüketici davranışına yönelik esnek, zengin ve kapsamlı çıkarımlar sağlamaktadır. Bu çalışmada etnografik araştırmaların yapıları, özellikleri ve uygulama yöntemleri detaylı olarak incelenmekte ve pazarlama alanında kullanımları örnek uygulamalar çerçevesinde ortaya konmaktadır.
FULL TEXT (PDF): 
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  • 11
237-252
  • Turkish

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