Author :
Abstract
İnsan doğasının evrensel olarak kabul edilebilecek yönleri olabilir ancak bulunduğu kültürün değerlerine ve sosyal öğrenmeye bağlı olarak eşsiz bazı niteliklere, davranış biçimlerine, tutumlara, algıya sahip olması da beklenebilir. Sosyal bilim araştırmalarında deneyimlenen en belirgin ikilemlerinden biri etik ve emik yaklaşımlardır. Özellikle kültürler arası araştırmaların anlamlı kabul edilebilmesi için çalışmanın nasıl yürütülmesi gerektiği hususunda önemli tartışmalar yapılmaktadır. Bu bağlamda, evrensel davranış yasalarının kabul edilmesi (etik yaklaşım) veya farklı kültürlerin benzersiz yönlerine odaklanılması (emik yaklaşım) yönünde farklı görüşler hâkimdir. Batılı ülkelerin sosyal bilimlerde kullanılan ölçeklerin birincil kaynağı olması etik-emik ayrımını daha önemli hale getirmektedir. Özellikle kültürler arası araştırmalara yönelik, ‘eşdeğerlik’ halinin kısmen veya tamamen sağlanmadığı eleştirileri yapılmaktadır. İlgili araştırmalarda etik-emik ayrımına yeterli ölçüde yer verilmediği veya konunun hiç dikkate alınmadığı görülmektedir. Araştırmacının çalışma sonucunu genelleyebilme arzusu ile kolaylığı, genel kabul görüyor oluşu, zaman ve maliyet kısıtları vb. sebeplerden dolayı etik yaklaşımı temel alan sosyal bilim araştırmalarının literatürde çoğunlukta olduğu görülmektedir. Bu çalışma ile tüketici davranışları alanında sıklıkla kullanılan “tüketici etnosentrizmi” kavramını dikkate alarak, bilimsel araştırmalarda kullanılan araştırma yönteminde etik-emik yaklaşımların ne derecede dikkate alındığı belirlenmeye çalışılmıştır. Bunun için Etnosentrizm Ölçeği (ethnoscale) kullanan, Türkiye’deki pazarlama alanında yayınlanmış 145 makale ve lisansüstü tez incelenmiştir. Araştırma sonuçları yayınların tamamının emik bir perspektife ihtiyaç duymadan doğrudan ölçeğin ödünç alınarak kullanılması şeklinde gerçekleştirildiğini ortaya koymaktadır.
Keywords
Abstract
There may be aspects of human nature that are universal, but it can also be expected to have some unique qualities, behavioral patterns, attitudes, perception depending on the values of the culture in which it is located and social learning. One of the most obvious dilemmas experienced in social scientific research is etic and emic approaches. In particular, important debates are held on how to conduct meaningful cross-cultural research. In this context, different opinions prevail in the direction of accepting the universal laws of behavior (etic approach) or focusing on the unique aspects of different cultures (emic approach). The fact that Western countries are the primary source of scales used in social sciences makes the ethical-emic distinction more important. Especially in cross-cultural studies, criticisms are made that the state of ‘equivalence’ is not fully or partially achieved. It is seen that the subject is not covered sufficiently in the relevant studies or the subject is not taken into consideration at all. It is seen that social science researches based on ethical approach are predominant due to reasons such as the researcher's desire to generalize the results of the study, its ease, its general acceptance, and time and cost constraints. With this study, it was tried to determine the extent to which ethical-emic approaches are taken into account in the research method used in scientific researches by taking into account the concept of "consumer ethnosentrism" which is often used in the field of consumer behavior. For this purpose, 145 articles and postgraduate thesis published in the field of marketing in Turkey using ethnosentrism scale (ethnoscale) were examined. The results of the research reveal that all publications are carried out in the form of borrowing the scale directly, without caring about an emic perspective.
Keywords
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