PAZARLAMA ARAŞTIRMACILARININ YAPISAL EŞİTLİK MODELİ ANALİZİ UYGULAMALARI: SORUNLAR VE ÖNERİLER

Bu araştırma makalesinin amacı, ulusal pazarlama araştırmacılarının yapısal eşitlik modeli (YEM) analizi uygulamalarına ilişkin sorunları belirlemek ve önerilerde bulunmaktır. Bu amaca yönelik olarak, 1999-2017 yılları arası ulusal pazarlama kongre kitapçıkları taranmış ve YEM analizinden faydalanmış olan 91 bildiri tespit edilmiştir. Böylece ulusal pazarlama akademisi kapsamında YEM analizinin geçmişi de ilk kez ortaya konmuştur. Bu bildiriler kapsamında, YEM analizi uygulamalarına ve raporlama yaklaşımlarına ilişkin beş sorun tespit edilmiştir. Bu sorunların gelecekte tekrar edilmemesine yönelik önerilerde bulunulmuştur. Ayrıca bu araştırma makalesinin amacı doğrultusunda, YEM'in ardında yatan gizil yapıların operasyonelleştirilmesi yaklaşımı ile realist bilim felsefesinin uyumu tartışılmıştır.

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