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TÜKETİCİ ARAŞTIRMALARINDA HASSAS KONULARIN ÖLÇÜMÜ: TÜKETİCİ ETİĞİNİN DOĞRUDAN VE DOLAYLI ÖLÇÜMÜNE YÖNELİK BİR ARAŞTIRMA

Year 2020, Issue: 29, 127 - 148, 10.10.2020
https://doi.org/10.18092/ulikidince.715456

Abstract

Tüketici araştırmalarında hassas konulara ilişkin veri toplanırken son derece dikkatli davranmak gerekir. Çünkü tüketici hassasiyetinin yüksek olduğu konularda elde edilen verilerin geçerliliği, kullanılan veri top-lama yöntemine son derece duyarlıdır. Ne var ki; Türkiye’de alanda yapılmış çalışmaların geneline ilişkin bir inceleme, tüketici araştırmalarında hassas konuların ölçümünün metodolojik olarak önemli sorunları içer-diğini ortaya koymaktadır. Bu kapsamda bu araştırma ile tüketici araştırmalarında hassas konular ölçümle-nirken faydalanılabilecek projektif tekniklere yer verilmiş ve veri toplama yönteminin, toplanan veri üze-rinde anlamlı bir farka neden olup olmadığı tüketici etiği konusu üzerinden ele alınmıştır. Bu süreçte top-lam 728 üniversite öğrencisine ulaşılmış ve katılımcılara aynı araştırma sorusu, sekiz hafta ara ile, birisi doğ-rudan diğeri ise dolaylı ölçüm yöntemini kullanacak şekilde sorulmuştur. Verilerin analizinde Wilcoxon sıra-lı işaretler testi kullanılmıştır. Araştırma sonuçları göstermektedir ki hassas konularda doğrudan ölçüm ile elde edilen veriler, dolaylı ölçüm ile elde edilen verilerden anlamlı düzeyde farklıdır. Ülkemizdeki tüketici araştırmalarında hassas konuların ölçüm yöntemine ilişkin herhangi bir çalışmanın bulunmaması bu çalış-manın özgün değerini oluşturmaktadır.

Thanks

Bu makalenin şekil ve kaynakça düzenleme sürecindeki titiz emekleri nedeniyle, tez danışmanlığını yürütmekte olduğum yüksek lisans öğrencim Beyza Beşikçi’ye teşekkürü borç bilirim.

References

  • Alexander, C. S., &Becker, H. J. (1978). The use of vignettes in survey research. Public Opinion Quarterly, 42(1), 93-104.
  • Ariely, D., &Berns, G. S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284.
  • Bakır, N.O. (2013).Pazarlama alanında yapılan doktora tezlerinin kategorik olarak değer-lendirilmesi (1994-2012).Marmara Üniversitesi İşletme Fakültesi Dergisi, 10(40),1-13.
  • Banović, M., Krystallis, A., Guerrero, L., & Reinders, M. J. (2016). Consumers as co-creators of new product ideas: An application of projective and creative research techniques. Food Re-search International, 87, 211-223.
  • Bardakçı, A., Koçoğlu, D., &Haşiloğlu, S. B. (2010). Pazarlama alanında yapılan araştırmalarda elde edilen aritmetik ortalama ölçek orta noktasına eşit midir?.Sosyoekonomi,11(11), 97.
  • Basfirinci, C., Cilingir Uk, Z., Karaoglu, S., &Onbas, K. (2019). Implicit occupational gender stereo-types: a research among Turkish university students. Gender in Management: An Interna-tional Journal, 34(2), 157-184.
  • Berg, I. A., &Collier, J. S. (1953). Personality and group differences in extreme response sets. Educational and Psychological Measurement, 13(2), 164-169.
  • Calder, B., &Tybout, A. M. (1987). What consumer research is... Journal of Consumer Research, 14, 136-140.
  • Cartwright, A., Hussey, I., Roche, B., Dunne, J., &Muphy, C. (2017). An investigation into the rela-tionship between the gender binary and occupational discrimination using the implicit rela-tional assessment procedure. The Psychological Record, 67(1), 121-130.
  • Chen, C., Lee,Sy.,& Stevenson H.W.(1995). Response style and cross-cultural comparisons on rat-ing scales among East Asian and North American student. American Psychological Society, 6(3), 170-175.
  • Chun, K. T., Campbell, J. B., & Yoo, J. H. (1974). Extreme response style in cross-cultural research: A reminder. Journal of Cross-Cultural Psychology, 5(4), 465-480.
  • Cian, L., &Cervai, S. (2011). The Multi-Sensory Sort (MuSeS) A new projective technique to investi-gate and improve the brand image. Qualitative Market Research: An International Jour-nal, 14(2), 138-159.
  • Clarke, I. (2001). Extreme response style in cross-cultural research. International Marketing Re-view, 18, 301–324.
  • Crandall, J. E. (1982). Social interest, extreme response style, and implications for adjust-ment. Journal of Research in Personality, 16(1), 82-89.
  • Çatı, K., &Öcel, Y. (2018). Türkiye’de pazarlama ile ilgili yayınlanan makalelerin bibliyometrik incelenmesi. İşletme Araştırmaları Dergisi, 10(3), 508-519.
  • Damasio, A. R. (1999). Descartes’ in yanılgısı (B.Atlamaz, Trans.). İstanbul, Turkey: Varlık Yayınları.
  • Davidson, L., &Skinner, H. (2010). I spy with my little eye: A comparison of manual versus comput-er-aided analysis of data gathered by projective techniques. Qualitative Market Research: An International Journal, 13(4), 441-459.
  • Davis, D. F., Golicic, S. L., &Boerstler, C. N. (2011). Benefits and challenges of conducting multiple methods research in marketing. Journal of The Academy of Marketing Science, 39(3), 467-479.
  • Dedeoğlu, A. Ö. (2002). Tüketici davranışları alanında kalitatif araştırmaların önemi ve multidi-sipliner yaklaşımlar. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, 17(2), 75-92.
  • Donoghue, S. (2000). Projective techniques in consumer research. Journal of Consumer Scienc-es, 28(1).
  • Drake, C. E., Primeaux, S., & Thomas, J. (2018). Comparing implicit gender stereotypes between women and men with the implicit relational assessment procedure. Gender Issues,35(1), 3-20.
  • Dresden, B. E., Dresden, A. Y., Ridge, R. D., &Yamawaki, N. (2018). No girls allowed: women in male-dominated majors experience increased gender harassment and bias. Psychological Reports, 121(3), 459-474.
  • Eldesouky, A., Pulido, A. F., &Mesias, F. J. (2015). The role of packaging and presentation format in consumers’ preferences for food: an application of projective techniques. Journal of Sen-sory Studies, 30(5), 360-369.
  • Foddy, W., &Foddy, W. H. (1994). Constructing questions for interviews and questionnaires: Theory and practice in social research. Cambridge university press.
  • Fram, E. H., &Cibotti, E. (1991). The shopping list studies and projective techniques: A 40-year view. Marketing Research, 3(4).
  • Fugate, D. L. (2007). Neuromarketing: A layman's look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), 385-394.
  • Greenleaf, E. A. (1992). Measuring extreme response style. Public Opinion Quarterly, 56(3), 328-351.
  • Guo, Y., & He, X. (2015). A stereotypic explanatory bias study of college students' occupational gen-der stereotype. Canadian Social Science, 11(3), 141.
  • Gülmez, M., Yalçıntaş, D., Kurtulgan, A., & Özbay, M. (2019).Türkiye’de pazarlama alanında yazılan doktora tezlerinin incelenmesi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 16(1), 61-72.
  • Hair, J.J., Wolfinbarger, M., Bush, R., &Ortinau, D. (2007). Essentials of Marketing Research. New York,McGraw-Hill.
  • Haire, M. (1950). Projectivetechniques in marketing research. Journal of Marketing, 14(5), 649-656.
  • Hanson, D., &Grimmer, M. (2007). The mix of qualitative and quantitative research in major mar-keting journals 1993-2002. European Journal of Marketing, 41(1/2), 58-70.
  • Harrison, R. L., &Reilly, T. M. (2011). Mixed methods designs in marketing research. Qualitative Market Research: An International Journal, 14(1), 7-26.
  • Hui, C. H., & Triandis, H. C. (1985). The instability of response sets. Public Opinion Quarterly, 49(2), 253-260.
  • Hill, C. R. (1968). Haire's classic instant coffee study–18 years later. Journalism Quarterly, 45(3), 466-472.
  • Hui, C. H., & Triandis, H. C. (1989). Effects of culture and response format on extreme response style. Journal of cross-cultural psychology, 20(3), 296-309.
  • İhlas Haber Ajansı, (11 Ocak 2012). En çok Kullanılan İsimler. https://www.iha.com.tr/haber-en-cok-kullanilan-isimler-210011/ , Erişim Tarihi: 20 Ağustos 2019.
  • İnce, M., Gül, H.,& Bozyiğit, S. (2017).Türkiye’de turizm pazarlaması konusunda yazılan lisansüstü tezlerin içerik analizi yöntemiyle incelenmesi: 1990-2016.MANAS Sosyal Araştırmalar Dergisi, 6(5), 113-130.
  • Kaya, S. (2019), Pazarlama alanındaki mesleklere ilişkin toplumsal cinsiyet algısı: Doğrudan ve dolaylı ölçüm tekniklerine ilişkin bir araştırma (Yüksek lisans tezi).Trabzon Üniversitesi, Yüksek Lisans Enstitüsü,Retrieved from https://tez.yok.gov.tr/UlusalTezMerkezi/tezSorguSonucYeni.jsp
  • Kurtulus, K., Kurtulus, S., & Bozbay, Z. (2009, July). Research methodology in marketing publica-tions: review and evaluation. 5th International Conference on Social and Organizational In-formatics and Cybernetics, Orlando, Florida.
  • Kurtuluş, K. (2002), Ülkemizdeki akademik amaçlı pazarlama araştırmalarına ilişkin bir değerleme ve öneriler.7. Ulusal Pazarlama Kongresi, Afyon.
  • Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul, Turkey: Türkmen Kitabevi.
  • Lane, G. S., & Watson, G. L. (1975). A Canadian replication of Mason Haire's ‘shopping list’ study. Journal of the Academy of Marketing Science, 3(1), 48-59.
  • Lee, N., Broderick, A. J., &Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion andagendaforfutureresearch. International Journalof Psychophysiology, 63(2), 199-204.
  • Lee, N., Chamberlain, L., &Brandes, L. (2018). Welcome to the jungle! The neuromarketing litera-ture through the eyes of a newcomer. European Journal of Marketing, 52(1/2), 4-38.
  • Levy, S. J. (2005). The evolution of qualitative research in consumer behavior. Journal of Business Research, 58(3), 341-347.
  • Malhotra, N. K. (2010). Marketing research: An applied orientation. Pearson Higher Ed.
  • Malhotra, N. K., Agarwal, J., &Peterson, M. (1996). Methodological issues in cross-cultural mar-keting research: A state-of-the-art review. International Marketing Review, 13(5), 7-43.
  • Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135.
  • Muncy, J. A., &VitellS. J. (1992). Consumer ethics: An investigation of the ethical beliefs of the final consumer. Journal of Business Research, 24, 297–311.
  • Norman, R. P. (1969). Extreme response tendency as a function of emotional adjustment and stimu-lus ambiguity. Journal of Consulting and Clinical Psychology, 33(4), 406.
  • Pich, C., & Dean, D. (2015). Qualitative projective techniques in political brand image research from the perspective of young adults. Qualitative Market Research: An International Jour-nal, 18(1), 115-144.
  • Robertson, D. H., &Joselyn, R. W. (1974). Projective techniques in research. Journal of Advertising Research, 14(5), 27–31.
  • Sáinz, M., Meneses, J., López, B. S., &Fàbregues, S. (2016). Gender stereotypes and attitudes to-wards information and communication technology professionals in a sample of Spanish secondary students. Sex Roles, 74(3-4), 154-168.
  • Semiz, B. B., & Altunışık, R. (2016). Pazarlama araştırmalarında likert tipi ölçeklerin özelliklerinin cevaplama tarzları üzerindeki etkilerinin incelenmesi. Bartın Üniversitesi İ.İ.B.F. Dergisi, 7(14), 577-598.
  • Steinman, R. B. (2009). Projective techniques in consumer research. International Bulletin of Busi-ness Administration, 5(1), 37-45.
  • Tektaş, Ö. Ö. (2010). Uluslararası pazarlama alanında yapılan araştırmaların kategorik olarak değerlendirilmesi: 1995-2010 yılları arası literatür taraması. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28(2), 151-174.
  • Van de Vijver, F. J., Leung, K., &Leung, K. (1997). Methods and data analysis for cross-cultural re-search (Vol. 1). Sage.
  • Vitell, S. J. (2003). Consumer ethics research: review, synthesis and suggestions for the fu-ture. Journal of Business Ethics, 43(1-2), 33-47.
  • Westfall, R. L., Boyd Jr, H. W., &Campbell, D. T. (1957). The use of structured techniques in motiva-tion research. Journal of Marketing, 22(2), 134-139.
  • White, M. J., & White, G. B. (2006). Implicit and explicit occupational gender stereotypes. Sex ro-les, 55(3-4), 259-266.
  • Wilbourn, M. P., &Kee, D. W. (2010). Henry the nurse is a doctor too: Implicitly examining chil-dren’s gender stereotypes for male and female occupational roles. Sex Roles, 62(9-10), 670-683.
  • Zaltman, G. (2003). How customers think: Essential insights into the mind of the market. Harvard Business Press.
  • Zax, M., Gardiner, D. H., &Lowy, D. G. (1964). Extreme response tendency as a function of emo-tional adjustment. The Journal of Abnormal and Social Psychology, 69(6), 654.
Year 2020, Issue: 29, 127 - 148, 10.10.2020
https://doi.org/10.18092/ulikidince.715456

Abstract

References

  • Alexander, C. S., &Becker, H. J. (1978). The use of vignettes in survey research. Public Opinion Quarterly, 42(1), 93-104.
  • Ariely, D., &Berns, G. S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284.
  • Bakır, N.O. (2013).Pazarlama alanında yapılan doktora tezlerinin kategorik olarak değer-lendirilmesi (1994-2012).Marmara Üniversitesi İşletme Fakültesi Dergisi, 10(40),1-13.
  • Banović, M., Krystallis, A., Guerrero, L., & Reinders, M. J. (2016). Consumers as co-creators of new product ideas: An application of projective and creative research techniques. Food Re-search International, 87, 211-223.
  • Bardakçı, A., Koçoğlu, D., &Haşiloğlu, S. B. (2010). Pazarlama alanında yapılan araştırmalarda elde edilen aritmetik ortalama ölçek orta noktasına eşit midir?.Sosyoekonomi,11(11), 97.
  • Basfirinci, C., Cilingir Uk, Z., Karaoglu, S., &Onbas, K. (2019). Implicit occupational gender stereo-types: a research among Turkish university students. Gender in Management: An Interna-tional Journal, 34(2), 157-184.
  • Berg, I. A., &Collier, J. S. (1953). Personality and group differences in extreme response sets. Educational and Psychological Measurement, 13(2), 164-169.
  • Calder, B., &Tybout, A. M. (1987). What consumer research is... Journal of Consumer Research, 14, 136-140.
  • Cartwright, A., Hussey, I., Roche, B., Dunne, J., &Muphy, C. (2017). An investigation into the rela-tionship between the gender binary and occupational discrimination using the implicit rela-tional assessment procedure. The Psychological Record, 67(1), 121-130.
  • Chen, C., Lee,Sy.,& Stevenson H.W.(1995). Response style and cross-cultural comparisons on rat-ing scales among East Asian and North American student. American Psychological Society, 6(3), 170-175.
  • Chun, K. T., Campbell, J. B., & Yoo, J. H. (1974). Extreme response style in cross-cultural research: A reminder. Journal of Cross-Cultural Psychology, 5(4), 465-480.
  • Cian, L., &Cervai, S. (2011). The Multi-Sensory Sort (MuSeS) A new projective technique to investi-gate and improve the brand image. Qualitative Market Research: An International Jour-nal, 14(2), 138-159.
  • Clarke, I. (2001). Extreme response style in cross-cultural research. International Marketing Re-view, 18, 301–324.
  • Crandall, J. E. (1982). Social interest, extreme response style, and implications for adjust-ment. Journal of Research in Personality, 16(1), 82-89.
  • Çatı, K., &Öcel, Y. (2018). Türkiye’de pazarlama ile ilgili yayınlanan makalelerin bibliyometrik incelenmesi. İşletme Araştırmaları Dergisi, 10(3), 508-519.
  • Damasio, A. R. (1999). Descartes’ in yanılgısı (B.Atlamaz, Trans.). İstanbul, Turkey: Varlık Yayınları.
  • Davidson, L., &Skinner, H. (2010). I spy with my little eye: A comparison of manual versus comput-er-aided analysis of data gathered by projective techniques. Qualitative Market Research: An International Journal, 13(4), 441-459.
  • Davis, D. F., Golicic, S. L., &Boerstler, C. N. (2011). Benefits and challenges of conducting multiple methods research in marketing. Journal of The Academy of Marketing Science, 39(3), 467-479.
  • Dedeoğlu, A. Ö. (2002). Tüketici davranışları alanında kalitatif araştırmaların önemi ve multidi-sipliner yaklaşımlar. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, 17(2), 75-92.
  • Donoghue, S. (2000). Projective techniques in consumer research. Journal of Consumer Scienc-es, 28(1).
  • Drake, C. E., Primeaux, S., & Thomas, J. (2018). Comparing implicit gender stereotypes between women and men with the implicit relational assessment procedure. Gender Issues,35(1), 3-20.
  • Dresden, B. E., Dresden, A. Y., Ridge, R. D., &Yamawaki, N. (2018). No girls allowed: women in male-dominated majors experience increased gender harassment and bias. Psychological Reports, 121(3), 459-474.
  • Eldesouky, A., Pulido, A. F., &Mesias, F. J. (2015). The role of packaging and presentation format in consumers’ preferences for food: an application of projective techniques. Journal of Sen-sory Studies, 30(5), 360-369.
  • Foddy, W., &Foddy, W. H. (1994). Constructing questions for interviews and questionnaires: Theory and practice in social research. Cambridge university press.
  • Fram, E. H., &Cibotti, E. (1991). The shopping list studies and projective techniques: A 40-year view. Marketing Research, 3(4).
  • Fugate, D. L. (2007). Neuromarketing: A layman's look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), 385-394.
  • Greenleaf, E. A. (1992). Measuring extreme response style. Public Opinion Quarterly, 56(3), 328-351.
  • Guo, Y., & He, X. (2015). A stereotypic explanatory bias study of college students' occupational gen-der stereotype. Canadian Social Science, 11(3), 141.
  • Gülmez, M., Yalçıntaş, D., Kurtulgan, A., & Özbay, M. (2019).Türkiye’de pazarlama alanında yazılan doktora tezlerinin incelenmesi. Çağ Üniversitesi Sosyal Bilimler Dergisi, 16(1), 61-72.
  • Hair, J.J., Wolfinbarger, M., Bush, R., &Ortinau, D. (2007). Essentials of Marketing Research. New York,McGraw-Hill.
  • Haire, M. (1950). Projectivetechniques in marketing research. Journal of Marketing, 14(5), 649-656.
  • Hanson, D., &Grimmer, M. (2007). The mix of qualitative and quantitative research in major mar-keting journals 1993-2002. European Journal of Marketing, 41(1/2), 58-70.
  • Harrison, R. L., &Reilly, T. M. (2011). Mixed methods designs in marketing research. Qualitative Market Research: An International Journal, 14(1), 7-26.
  • Hui, C. H., & Triandis, H. C. (1985). The instability of response sets. Public Opinion Quarterly, 49(2), 253-260.
  • Hill, C. R. (1968). Haire's classic instant coffee study–18 years later. Journalism Quarterly, 45(3), 466-472.
  • Hui, C. H., & Triandis, H. C. (1989). Effects of culture and response format on extreme response style. Journal of cross-cultural psychology, 20(3), 296-309.
  • İhlas Haber Ajansı, (11 Ocak 2012). En çok Kullanılan İsimler. https://www.iha.com.tr/haber-en-cok-kullanilan-isimler-210011/ , Erişim Tarihi: 20 Ağustos 2019.
  • İnce, M., Gül, H.,& Bozyiğit, S. (2017).Türkiye’de turizm pazarlaması konusunda yazılan lisansüstü tezlerin içerik analizi yöntemiyle incelenmesi: 1990-2016.MANAS Sosyal Araştırmalar Dergisi, 6(5), 113-130.
  • Kaya, S. (2019), Pazarlama alanındaki mesleklere ilişkin toplumsal cinsiyet algısı: Doğrudan ve dolaylı ölçüm tekniklerine ilişkin bir araştırma (Yüksek lisans tezi).Trabzon Üniversitesi, Yüksek Lisans Enstitüsü,Retrieved from https://tez.yok.gov.tr/UlusalTezMerkezi/tezSorguSonucYeni.jsp
  • Kurtulus, K., Kurtulus, S., & Bozbay, Z. (2009, July). Research methodology in marketing publica-tions: review and evaluation. 5th International Conference on Social and Organizational In-formatics and Cybernetics, Orlando, Florida.
  • Kurtuluş, K. (2002), Ülkemizdeki akademik amaçlı pazarlama araştırmalarına ilişkin bir değerleme ve öneriler.7. Ulusal Pazarlama Kongresi, Afyon.
  • Kurtuluş, K. (2010). Araştırma Yöntemleri. İstanbul, Turkey: Türkmen Kitabevi.
  • Lane, G. S., & Watson, G. L. (1975). A Canadian replication of Mason Haire's ‘shopping list’ study. Journal of the Academy of Marketing Science, 3(1), 48-59.
  • Lee, N., Broderick, A. J., &Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion andagendaforfutureresearch. International Journalof Psychophysiology, 63(2), 199-204.
  • Lee, N., Chamberlain, L., &Brandes, L. (2018). Welcome to the jungle! The neuromarketing litera-ture through the eyes of a newcomer. European Journal of Marketing, 52(1/2), 4-38.
  • Levy, S. J. (2005). The evolution of qualitative research in consumer behavior. Journal of Business Research, 58(3), 341-347.
  • Malhotra, N. K. (2010). Marketing research: An applied orientation. Pearson Higher Ed.
  • Malhotra, N. K., Agarwal, J., &Peterson, M. (1996). Methodological issues in cross-cultural mar-keting research: A state-of-the-art review. International Marketing Review, 13(5), 7-43.
  • Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135.
  • Muncy, J. A., &VitellS. J. (1992). Consumer ethics: An investigation of the ethical beliefs of the final consumer. Journal of Business Research, 24, 297–311.
  • Norman, R. P. (1969). Extreme response tendency as a function of emotional adjustment and stimu-lus ambiguity. Journal of Consulting and Clinical Psychology, 33(4), 406.
  • Pich, C., & Dean, D. (2015). Qualitative projective techniques in political brand image research from the perspective of young adults. Qualitative Market Research: An International Jour-nal, 18(1), 115-144.
  • Robertson, D. H., &Joselyn, R. W. (1974). Projective techniques in research. Journal of Advertising Research, 14(5), 27–31.
  • Sáinz, M., Meneses, J., López, B. S., &Fàbregues, S. (2016). Gender stereotypes and attitudes to-wards information and communication technology professionals in a sample of Spanish secondary students. Sex Roles, 74(3-4), 154-168.
  • Semiz, B. B., & Altunışık, R. (2016). Pazarlama araştırmalarında likert tipi ölçeklerin özelliklerinin cevaplama tarzları üzerindeki etkilerinin incelenmesi. Bartın Üniversitesi İ.İ.B.F. Dergisi, 7(14), 577-598.
  • Steinman, R. B. (2009). Projective techniques in consumer research. International Bulletin of Busi-ness Administration, 5(1), 37-45.
  • Tektaş, Ö. Ö. (2010). Uluslararası pazarlama alanında yapılan araştırmaların kategorik olarak değerlendirilmesi: 1995-2010 yılları arası literatür taraması. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 28(2), 151-174.
  • Van de Vijver, F. J., Leung, K., &Leung, K. (1997). Methods and data analysis for cross-cultural re-search (Vol. 1). Sage.
  • Vitell, S. J. (2003). Consumer ethics research: review, synthesis and suggestions for the fu-ture. Journal of Business Ethics, 43(1-2), 33-47.
  • Westfall, R. L., Boyd Jr, H. W., &Campbell, D. T. (1957). The use of structured techniques in motiva-tion research. Journal of Marketing, 22(2), 134-139.
  • White, M. J., & White, G. B. (2006). Implicit and explicit occupational gender stereotypes. Sex ro-les, 55(3-4), 259-266.
  • Wilbourn, M. P., &Kee, D. W. (2010). Henry the nurse is a doctor too: Implicitly examining chil-dren’s gender stereotypes for male and female occupational roles. Sex Roles, 62(9-10), 670-683.
  • Zaltman, G. (2003). How customers think: Essential insights into the mind of the market. Harvard Business Press.
  • Zax, M., Gardiner, D. H., &Lowy, D. G. (1964). Extreme response tendency as a function of emo-tional adjustment. The Journal of Abnormal and Social Psychology, 69(6), 654.
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Authors

Cigdem Basfirinci 0000-0003-1194-9804

Publication Date October 10, 2020
Published in Issue Year 2020 Issue: 29

Cite

APA Basfirinci, C. (2020). TÜKETİCİ ARAŞTIRMALARINDA HASSAS KONULARIN ÖLÇÜMÜ: TÜKETİCİ ETİĞİNİN DOĞRUDAN VE DOLAYLI ÖLÇÜMÜNE YÖNELİK BİR ARAŞTIRMA. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(29), 127-148. https://doi.org/10.18092/ulikidince.715456

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