{"id":1944,"date":"2015-07-09T05:46:54","date_gmt":"2015-07-09T05:46:54","guid":{"rendered":"http:\/\/www.enago.com.tr\/blog\/?p=1944"},"modified":"2021-04-28T17:20:32","modified_gmt":"2021-04-28T14:20:32","slug":"donusebilir-tuketici-arastirmalari-ne-demektir","status":"publish","type":"post","link":"https:\/\/www.enago.com\/academy\/tr\/donusebilir-tuketici-arastirmalari-ne-demektir\/","title":{"rendered":"D\u00f6n\u00fc\u015febilir T\u00fcketici Ara\u015ft\u0131rmalar\u0131 Ne Demektir?"},"content":{"rendered":"<p>Pazarlama alan\u0131nda \u00e7al\u0131\u015fan akademik ara\u015ft\u0131rmac\u0131lar y\u0131llard\u0131r t\u00fcketici davran\u0131\u015flar\u0131 \u00fczerine \u00e7al\u0131\u015f\u0131yorlar. \u00d6zellikle iyi hedeflenmi\u015f reklam kampanyalar\u0131 ve t\u00fcketici davran\u0131\u015flar\u0131n\u0131 direkt olarak etkileyen kabiliyetler b\u00fcy\u00fck ara\u015ft\u0131rma fonlar\u0131n\u0131n da ilgisini \u00e7ekiyor. Asl\u0131nda bu olduk\u00e7a normal \u00e7\u00fcnk\u00fc yap\u0131lan \u00e7o\u011fu ara\u015ft\u0131rma g\u00fcn\u00fcn sonunda t\u00fcketicilere sunulmak \u00fczerine planlan\u0131yor. \u00d6zellikle destek veren fonlar\u0131n arkas\u0131nda t\u00fcketici ile birebir temas kuran b\u00fcy\u00fck \u015firketler varsa bu ara\u015ft\u0131rmalar\u0131n \u00f6nemi bir kat daha art\u0131yor.<\/p>\n<div id=\"om-dfkezcblxflckadbahas-holder\"><\/div>\n<p><script type=\"text\/javascript\" src=\"https:\/\/a.omappapi.com\/app\/js\/api.min.js\" data-campaign=\"dfkezcblxflckadbahas\" data-user=\"41855\" async><\/script><\/p>\n<p>Bu konuda ele\u015ftiriler de yok de\u011fil. Genelde ele\u015ftirmenler yoksulluk, ba\u011f\u0131ml\u0131l\u0131k ve s\u00fcrd\u00fcr\u00fclebilirlik gibi sosyal konular\u0131 ilgilendiren ara\u015ft\u0131rmalar\u0131n b\u00f6yle c\u00f6mert fonlardan yoksun oldu\u011funu s\u00f6yl\u00fcyorlar. \u0130ngilizcesi \u2018\u2019Transformative Consumer Research&#8221; (TCR) olan D\u00f6n\u00fc\u015febilir T\u00fcketici Ara\u015ft\u0131rmalar\u0131 kavram\u0131 ilk olarak 2006 y\u0131l\u0131nda ortaya at\u0131lm\u0131\u015ft\u0131r. Bunun nedeni de bu \u015fekilde yap\u0131lan ara\u015ft\u0131rmalar\u0131n t\u00fcketici davran\u0131\u015flar\u0131n\u0131 iyile\u015ftirmekten \u00e7ok onlar\u0131n problemlerini \u00e7\u00f6zmeye odakland\u0131\u011f\u0131 i\u00e7indir.<\/p>\n<p><strong>T\u00fcketim sorunlar\u0131<\/strong><br \/>\nBahsetti\u011fimiz bu t\u00fcketici ara\u015ft\u0131rmalar\u0131 format\u0131 asl\u0131nda sosyal problemlerdeki t\u00fcketimi \u00e7\u00f6zmeye olduk\u00e7a uzak bir y\u00f6ntemdir. \u00c7\u00fcnk\u00fc bu ara\u015ft\u0131rmalar\u0131n as\u0131l hedefi uygulamal\u0131 ara\u015ft\u0131rmalara pratik \u00e7\u00f6z\u00fcmler \u00fcretmesi i\u00e7in bir \u015fans sunmakt\u0131r. T\u00fcketim sorunlar\u0131na biraz daha ger\u00e7ek\u00e7i yakla\u015farak onlar\u0131n \u00e7\u00f6z\u00fcm\u00fc konusunda daha odakl\u0131 ve daha uygulanabilir fikirleri hayata ge\u00e7irmek TCR\u2019nin yani d\u00f6n\u00fc\u015febilir t\u00fcketici ara\u015ft\u0131rmalar\u0131n\u0131n as\u0131l hedefidir.<\/p>\n<p><strong>Transdisipliner bir yakla\u015f\u0131m<\/strong><br \/>\nD\u00f6n\u00fc\u015febilir t\u00fcketici ara\u015ft\u0131rmalar\u0131ndan \u00f6nce, bu tarz ara\u015ft\u0131rmalar anketler ve odak gruplar\u0131 olu\u015fturularak yap\u0131l\u0131rd\u0131. Ayn\u0131 zamanda bu ara\u015ft\u0131rmalar pazarlamac\u0131, antropolog, t\u0131bbi ara\u015ft\u0131rmac\u0131 ve halk sa\u011fl\u0131\u011f\u0131 uzman\u0131 gibi tek bir alanda uzmanl\u0131klar\u0131 olan ara\u015ft\u0131rmac\u0131lar taraf\u0131ndan y\u00f6netilirdir. Bunun sonucunda ortaya \u00e7\u0131kan sonu\u00e7lar da akademik dergilerde yay\u0131nlan\u0131rd\u0131. Fakat d\u00f6n\u00fc\u015febilir t\u00fcketici ara\u015ft\u0131rmalar\u0131 sosyal problemlerin \u00e7ok daha karma\u015f\u0131k oldu\u011funu ve bu y\u00fczden tek bir \u00e7\u00f6z\u00fcmden daha \u00f6te bir yakla\u015f\u0131m gerekti\u011fini ortaya koymu\u015ftur. Bunun sonucunda ortaya \u00e7\u0131kan Transdisipliner yakla\u015f\u0131m farkl\u0131 disiplinlerden gelen ki\u015filerden ara\u015ft\u0131rma tak\u0131mlar\u0131 olu\u015fturur ve bu \u015fekilde t\u00fcketim ile alakal\u0131 problemlere her a\u00e7\u0131dan \u00e7\u00f6z\u00fcm getirebilecek sonu\u00e7lar ortaya koyar.<\/p>\n<p><strong>Umudu kaybetmeyin<\/strong><br \/>\nBu tarz sorunlara pratik \u00e7\u00f6z\u00fcmler getirme s\u00f6z\u00fc asl\u0131nda sayg\u0131 duyulacak bir \u015feydir. Fakat bu ara\u015ft\u0131rma y\u00f6nteminin fonksiyonel zorluklar\u0131n\u0131 da g\u00f6z ard\u0131 edemeyiz. Transdisipliner dedi\u011fimiz farkl\u0131 disiplinler aras\u0131 b\u00fcy\u00fck ara\u015ft\u0131rma tak\u0131mlar\u0131 olu\u015fturmak o kadar kolay bir \u015fey de\u011fildir. Bu kadar b\u00fcy\u00fck tak\u0131mlar\u0131 olu\u015fturabilmek i\u00e7in \u00f6nce iyi bir maddi kaynak gerekir. Bu da \u00f6zellikle eski tarz, tek alanda tak\u0131l\u0131 kalan projeleri destekleyen kurumlar\u0131n tercih edece\u011fi bir \u015fey de\u011fildir. Ayr\u0131ca bu tarz b\u00fcy\u00fck ara\u015ft\u0131rma gruplar\u0131n\u0131 e\u015fit seviyede y\u00f6netmek farkl\u0131 ve yeni bir yakla\u015f\u0131m gerektirir. Kendi alan\u0131nda iyi olan bu kadar fazla akademisyeni ve bilim insan\u0131n\u0131 beraber \u00e7al\u0131\u015fmaya ikna etmek ve onlar\u0131 verimli bir \u015fekilde \u00e7al\u0131\u015fmaya y\u00f6nlendirmek ba\u015fa gelebilecek zorluklardan biridir. Ama yine de akademisyenler \u00fcmitlerini hi\u00e7bir zaman kaybetmezler. Bunu biliyoruz.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pazarlama alan\u0131nda \u00e7al\u0131\u015fan akademik ara\u015ft\u0131rmac\u0131lar y\u0131llard\u0131r t\u00fcketici davran\u0131\u015flar\u0131 \u00fczerine \u00e7al\u0131\u015f\u0131yorlar. \u00d6zellikle iyi hedeflenmi\u015f reklam kampanyalar\u0131 [&hellip;]<\/p>\n","protected":false},"author":1741,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1504,1503],"tags":[1600],"ppma_author":[],"class_list":["post-1944","post","type-post","status-publish","format-standard","hentry","category-phds-postdocs","category-career-corner","tag-tips-for-phd-students"],"acf":[],"single_webinar_page_date":null,"single_webinar_page_time":null,"session_agenda":null,"who_should_attend_this_session":null,"about_the_speaker_field":null,"co-webinar-sec":null,"co_webinar_sec_one":null,"speaker-name":null,"webinar-date":null,"webinar-time":null,"webinar-s-image":null,"custum_webinar_category":null,"authors":[],"_links":{"self":[{"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/posts\/1944","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/users\/1741"}],"replies":[{"embeddable":true,"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/comments?post=1944"}],"version-history":[{"count":3,"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/posts\/1944\/revisions"}],"predecessor-version":[{"id":29599,"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/posts\/1944\/revisions\/29599"}],"wp:attachment":[{"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/media?parent=1944"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/categories?post=1944"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/tags?post=1944"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.enago.com\/academy\/tr\/wp-json\/wp\/v2\/ppma_author?post=1944"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}