Research Methodology in Marketing Publications in Turkey: Review and Evaluation

摘要

The purpose of this study is to evaluate the marketing publications in Turkey based on their methodological issues and problems by using content analysis method. The main objective is to figure out and identify the basic problem areas in marketing publications from the methodological aspects in order to improve methodologies in marketing research. The evaluation of marketing publications is done in terms of methodological research process such as research type, research modeling, hypotheses development, sampling, measurement, data collection and data analyses. The first study was conducted in 1995 and repeated for each year. This study provides insights and recommendations for the research methodology of marketing papers published in last five annual Turkish National Marketing Congresses' Proceedings until 2011. The main problem areas are related to modeling, hypotheses development, sampling and data analyses stages of research process. The results show that mostly popular analyses are preferred such as factor and regression analyses rather than considering suitability for research model and purpose.