Pazarlama Araştırmalarında Kategorik Verilerin Haritalanması: Görsel Analizi ve Uygulama Örneği

Araştırmanın amacı, görsel ilişki analizinin (GİA) (correspondence analysis), pazarlama literatüründeki kullanımını ve pazarlama alanındaki uygulanabilirliğini bir örnek uygulama ile ortaya koymaktır. Analizin, kullanım sıklığı ve asıl uygulama alanı bakımından temel pazarlama dergileri taranmış ve pazarlama literatüründeki yeri yansıtılmaya çalışılmıştır. Ayrıca, analizin yöntemi teorik olarak sunulmuş ve Türkiye’deki bira markalarının konumlanması ile ampirik bir uygulaması yapılmıştır. Veri toplanması ve analizi bakımından pazarlama araştırmacılarına kolaylık sağlayan bu yöntemin, örnek uygulamalı tanıtımı ile Türkiye’deki pazarlama araştırmacılarının kullanımı için öneriler sunulmaktadır.

Mapping Categorical Data in Marketing Research: Correspondence Analysis and A Sample Application

The objective of this article is to determine the usage of correspondence analysis in the marketing literature and its applicability in marketing research by an empirical example. The authors reviewed major marketing journals to identify the usage frequency and major field of study of the correspondence analysis and tried to reflect its position in the marketing literature. The authors also present the theory behind the method and illustrate its usage with an empirical example representing the positioning of major beer brands in Turkey. By a sample application, it offers suggestions to the marketing researchers in Turkey to use this technique which offers the ease in data gathering and analyzing.

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