Çevrimiçi ve Yüz Yüze Anket Teknikleri ile Toplanan Verilerin Geçerlilik ve Güvenilirliklerinin İncelenmesi

Selçuk Efe Küçükkambak; Ece Armağan

doi:10.52791/aksarayiibd.938192

EN TR

Çevrimiçi ve Yüz Yüze Anket Teknikleri ile Toplanan Verilerin Geçerlilik ve Güvenilirliklerinin İncelenmesi

Öz

İnternet ve bilgi teknolojileri alanında özellikle 2000’li yılların başından itibaren yaşanan gelişimler ve yenilikler pazarlama araştırmalarını da pek çok yönüyle etkilemiştir. Tüketici ve pazar hakkındaki bilgilere daha hızlı erişme ve yorumlama ihtiyacı; pazarlama araştırmalarında kullanılan yöntem ve tekniklerde birtakım yenilikleri de beraberinde getirmiştir. Bilgi ve teknoloji çağında yaşanan hızlı gelişmeler araştırmacıların veri toplama yöntemlerini yenilikçi ve çağdaş bakış açısıyla sorgulamasını, çağın gereklilikleriyle uyumlu bilimsel araştırma yöntemleri kullanmasını bir ihtiyaç haline getirmiştir. Bu çalışmada pazarlama alanındaki nicel araştırma yöntemlerinde araştırmacıların sıklıkla başvurduğu veri toplama tekniklerinden yüz yüze ve online anket yöntemleriyle toplanan verilerin geçerlilik ve güvenilirlikleri, örnek bir ölçme aracı kullanılarak karşılaştırmalı biçimde analiz edilmiştir. Araştırmada yüz yüze ve online olarak toplanan verilerin geçerlilik ve güvenilirliklerinin birbirine yakın olduğu, her iki veri grubunun birleştirilmesiyle elde edilen yeni veri grubunun da geçerli ve güvenilir olduğunu sonucuna ulaşılmıştır. Bu çalışmada ulaşılan sonuçların gelecekte pazarlama araştırmalarında yürütülecek çalışmalarda kullanılacak yenilikçi ve karma veri toplama yaklaşımları konusunda araştırmacılara yol göstermesi beklenmektedir.

Anahtar Kelimeler

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Selçuk Efe Küçükkambak ^*
0000-0001-6633-1492
Türkiye

Ece Armağan
0000-0001-5371-219X
Türkiye

Publication Date

December 29, 2022

Submission Date

May 17, 2021

Acceptance Date

November 16, 2022

Published in Issue

Year 2022 Volume: 14 Number: 4

DOI

https://doi.org/10.52791/aksarayiibd.938192

IZ

https://izlik.org/JA76XN29LU

Cite

RIS / Bibtex

APA

Küçükkambak, S. E., & Armağan, E. (2022). Çevrimiçi ve Yüz Yüze Anket Teknikleri ile Toplanan Verilerin Geçerlilik ve Güvenilirliklerinin İncelenmesi. Aksaray Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 14(4), 397-410. https://doi.org/10.52791/aksarayiibd.938192

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Çevrimiçi ve Yüz Yüze Anket Teknikleri ile Toplanan Verilerin Geçerlilik ve Güvenilirliklerinin İncelenmesi

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Abstract

Çevrimiçi ve Yüz Yüze Anket Teknikleri ile Toplanan Verilerin Geçerlilik ve Güvenilirliklerinin İncelenmesi

Öz

Anahtar Kelimeler

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

Cite

Cited By

Validity and Reliability Study of the Turkish Adaptation The Certainty About Mental States Questionnaire (CAMSQ)

Açık ve Uzaktan Öğrenmede ChatGPT Türü Yapay Zekâ Destekli Uygulamaların Kullanım Alanlarının Belirlenmesi

MALİYET LİDERLİĞİ VE FARKLILAŞTIRMA STRATEJİLERİNİN MÜŞTERİLERİN GÜCÜ ÜZERİNDEKİ ETKİSİNDE ÇEVRİMİÇİ DIŞ KAYNAK KULLANIMININ ARACI ROLÜ