SOSYAL BİLİMLERDE PARADİGMA DEĞİŞİMİ VE KALİTATİF KÜLTÜRE DAİR: PAZARLAMA PERSPEKTİFİNDEN NİTEL ARAŞTIRMAYA KAVRAMSAL BİR BAKIŞ
Author :
Abstract
Bu çalışma, sosyal bilimlerin yerli alan yazınında gittikçe popülerleşen ve son birkaç senedir artan bir şekilde karşımıza çıkmakta olan nitel araştırmaya dair kısa bir bilgilendirme amacı gütmektedir. Her ne kadar yabancı alan yazında uzun zamandır uygulanmakta ve tartışılmakta olsa da yerli yazında oldukça yeni olduğu söylenebilir. Özellikle, yerli yazındaki pozitivist görüşün hükümranlığı süregelmesi ve bu nedenle de sosyal bilimin bilimsel pozisyonunun sadece ve sadece nicel yönelimler tarafından belirlendiği çok açık bir şekilde karşımızda durmaktadır. Bunun temel nedeni olarak ise nesnellik algısı ve bilim felsefesindeki baksın paradigma olduğu söylenebilir. Diğer yandan söz konusu nitel araştırmalara dair pek çok farklı kaynağın farklı kavramlar türetmesinin araştırmacılar için kafa karışıklığı yarattığı da alan yazın incelendiğinde açıkça görülmektedir. Bunun yanı sıra, genelde pozitivist bakış açısıyla nitel araştırmalara bakmanın, özelde ise sübjektivite vurgusunun kalitatif araştırmayı yanlış bir şekilde tanıttığını ileri sürmekteyiz. Bu nedenle çalışmada öncelikle nitel araştırmaların arka planı olan felsefi görüşlere ve nitel kavramına dair açıklamalara kısaca değinilecek, ardından nitel ve nicel araştırmalar arası farklılıklar ortaya koyulmaya çalışılacaktır. Sonrasında ise kalitatif araştırmaya dair özet bilgiler verilerek, tüketici davranışları ve pazarlama alan yazını özelinde değerlendirilmeye çalışılacaktır. Elbette ki, söz konusu nitel araştırmaya dair aktarılması gerekli bilgilerin kitaplar dolusu olduğu göz önüne alındığında çalışmanın amacı nitel araştırmanın nasıl yapıldığını derinlemesine bir şekilde ortaya koymaktan ziyade araştırmaya dair farklı kaynaklardan derlenen bilgilerin genel bir değerlendirmesini ortaya koymaktır.
Keywords
Abstract
This study aims to provide a brief information about qualitative research, which has become increasingly popular in the domestic literature of social sciences and has been increasingly appearing in the last few years. Although it has been applied and discussed in foreign literature for a long time, it can be said that it is quite new in domestic literature. In particular, it is very clear that the positivist view in the domestic literature continues to dominate, and therefore the scientific position of social science is determined only by quantitative orientations. It can be said that the main reason for this is the perception of objectivity and the baksin paradigm in the philosophy of science. When the literature is examined, it is clearly seen that the derivation of different concepts from many different sources about the mentioned qualitative research creates confusion for researchers. In addition, we argue that looking at qualitative research from a positivist perspective in general and the emphasis on subjectivity in particular misrepresent qualitative research. For this reason, in this study, firstly, the philosophical views that are the background of qualitative research and the explanations about the concept of qualitative will be briefly mentioned, and then the differences between qualitative and quantitative researches will be tried to be revealed. Afterwards, brief information about qualitative research will be given and an attempt will be made to evaluate consumer behavior and marketing literature. Of course, considering that the information about the qualitative research in question is full of books, the aim of the study is to present a general evaluation of the information gathered from different sources about the research, rather than to reveal how the qualitative research is done in depth.
Keywords
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