{"id":2292,"date":"2013-04-22T22:09:51","date_gmt":"2013-04-22T19:09:51","guid":{"rendered":"http:\/\/www.berjournal.com\/?p=2292"},"modified":"2013-04-22T22:09:51","modified_gmt":"2013-04-22T19:09:51","slug":"neden-sonuc-zinciri-teorisi-ve-basamaklama-yontemi-tuketici-davranisi-arastirmalarinda-kullanimi","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/neden-sonuc-zinciri-teorisi-ve-basamaklama-yontemi-tuketici-davranisi-arastirmalarinda-kullanimi","title":{"rendered":"Neden \u2013 Sonu\u00e7 Zinciri Teorisi ve Basamaklama Y\u00f6ntemi: T\u00fcketici Davran\u0131\u015f\u0131 Ara\u015ft\u0131rmalar\u0131nda Kullan\u0131m\u0131"},"content":{"rendered":"\n\n<\/colgroup>\n\n\n\n\n\n\n\n
Makale Bilgileri<\/b><\/span><\/span><\/td>\n<\/tr>\n
Dergi:<\/b><\/span><\/span>\u0130\u015fletme ve Ekonomi Ara\u015ft\u0131rmalar\u0131 Dergisi
\nMakalenin Ba\u015fl\u0131\u011f\u0131:<\/b><\/span><\/span> Neden \u2013 Sonu\u00e7 Zinciri Teorisi ve Basamaklama Y\u00f6ntemi: T\u00fcketici Davran\u0131\u015f\u0131 Ara\u015ft\u0131rmalar\u0131nda Kullan\u0131m\u0131
\nYazar(lar):<\/b><\/span><\/span> Ay\u00e7a Kangal
\nCilt:<\/b><\/span><\/span>4
\nSay\u0131:<\/b><\/span><\/span>2
\nY\u0131l:<\/b><\/span><\/span>2013
\nSayfa:<\/b><\/span><\/span> 55-78
\nISSN:<\/b><\/span><\/span>1309-2448<\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/span><\/td>\n<\/tr>\n
\u00d6zet<\/b><\/span><\/span><\/td>\n<\/tr>\n
\n

T\u00fcketicilerin mal, hizmet ve deneyim gibi pazarlama sunumlar\u0131na ili\u015fkin karar verme s\u00fcre\u00e7lerini bili\u015fsel bir yakla\u015f\u0131mla ve t\u00fcketici bak\u0131\u015f a\u00e7\u0131s\u0131yla ke\u015ffetmeye \u00e7al\u0131\u015fan neden \u2013 sonu\u00e7 zinciri teorisi (means \u2013 end chain theory) ve basamaklama y\u00f6ntemi (laddering technique), t\u00fcketici davran\u0131\u015flar\u0131n\u0131 anlamak i\u00e7in pazarlama alan\u0131nda ba\u015fvurulan pop\u00fcler yakla\u015f\u0131mlardan biridir. Bu \u00e7al\u0131\u015fman\u0131n amac\u0131 t\u00fcketici davran\u0131\u015flar\u0131 konusunda yabanc\u0131 yaz\u0131nda s\u0131kl\u0131kla kullan\u0131lan, nitel bir y\u00f6ntem olan basamaklama y\u00f6ntemini teorik alt yap\u0131s\u0131 ve uygulamas\u0131yla birlikte inceleyerek yerli yaz\u0131na katk\u0131 sa\u011flamakt\u0131r. Bu ama\u00e7la yaz\u0131n incelenerek ilk olarak basamaklama y\u00f6nteminin teorik alt yap\u0131s\u0131n\u0131 olu\u015fturan neden \u2013 sonu\u00e7 zinciri teorisi, teorinin kavramsal yap\u0131s\u0131, varsay\u0131mlar\u0131 ve t\u00fcketici davran\u0131\u015f\u0131 ara\u015ft\u0131rmalar\u0131ndaki uygulamalar\u0131, sonras\u0131nda ise s\u0131ras\u0131yla basamaklama y\u00f6ntemi, veri toplama, veri analizi ve yorumlama a\u015famalar\u0131, basamaklama y\u00f6ntemine y\u00f6neltilen ele\u015ftiriler ve y\u00f6ntemin t\u00fcrleri (sert basamaklama) ele al\u0131nmakt\u0131r. Basamaklama y\u00f6ntemi alternatif veri toplama ara\u00e7lar\u0131 ve y\u00f6ntemleriyle yerli ara\u015ft\u0131rmac\u0131lar\u0131n ilgisini beklemektedir.<\/span><\/p>\n<\/td>\n<\/tr>\n

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Anahtar Kelimeler:<\/b><\/span><\/span> Neden \u2013 sonu\u00e7 zinciri, basamaklama y\u00f6ntemi, sert basamaklama, nitel ara\u015ft\u0131rma, t\u00fcketici davran\u0131\u015f\u0131.<\/span><\/p>\n<\/td>\n<\/tr>\n

JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/b><\/span><\/span> M30, M31<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

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Makale Bilgileri Dergi:\u0130\u015fletme ve Ekonomi Ara\u015ft\u0131rmalar\u0131 Dergisi Makalenin Ba\u015fl\u0131\u011f\u0131: Neden \u2013 Sonu\u00e7 Zinciri Teorisi ve Basamaklama Y\u00f6ntemi: T\u00fcketici Davran\u0131\u015f\u0131 Ara\u015ft\u0131rmalar\u0131nda Kullan\u0131m\u0131 Yazar(lar): Ay\u00e7a Kangal Cilt:4 Say\u0131:2 Y\u0131l:2013 Sayfa: 55-78 ISSN:1309-2448 \u00d6zet T\u00fcketicilerin mal, hizmet ve deneyim gibi pazarlama sunumlar\u0131na ili\u015fkin karar verme s\u00fcre\u00e7lerini bili\u015fsel bir yakla\u015f\u0131mla ve t\u00fcketici bak\u0131\u015f a\u00e7\u0131s\u0131yla ke\u015ffetmeye \u00e7al\u0131\u015fan neden \u2013 sonu\u00e7 […]<\/p>\n

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