Cilt 6 Sayı 1 (2018): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Makaleler

GÜÇLÜ BİR METODOLOJİK ARAŞTIRMA YÖNTEMİ OLARAK ÇEŞİTLEME

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  • Mohammed Lutfı ASHOUR
Mohammed Lutfı ASHOUR
Al-Zaytoonah University of Jordan · Department of Marketing
DOI: https://doi.org/10.15295/bmij.v6i1.209

Yayınlanmış 2018-04-25

Anahtar Kelimeler

  • Çeşitleme,
  • Teknoloji Tabanlı Hizmetler,
  • Telekomünikasyon Hizmetleri Güçlükleri,
  • Ürdün

Nasıl Atıf Yapılır

ASHOUR, M. L. (2018). GÜÇLÜ BİR METODOLOJİK ARAŞTIRMA YÖNTEMİ OLARAK ÇEŞİTLEME. Business & Management Studies: An International Journal, 6(1), 193–208. https://doi.org/10.15295/bmij.v6i1.209

Özet

Bu araştırma, yüksek teknoloji hizmeti sunan sektörlerde araştırmacıların karşılaştıkları problemlerin üstesinden gelmede, çeşitleme yöntemlerinin uygunluğunun önemini vurgulamayı amaçlar. Müşteri-telekomünikasyon hizmet sağlayıcıları (THS) arasındaki iletişimin sıklığı, gelişmiş hızlı teknolojinin güvenirliği ve kısa sürmesi nedeniyle, telekomünikasyon hizmetleri oldukça karmaşık bir hizmet sektörü olarak tanımlanmaktadır. Hizmetin öne çıkan bu özelliklerine ek olarak, THS’lerin pazarlama faaliyetlerinin (mallara değil) insanlara yönelik olması da, telekomünikasyon sektöründe araştırmalar yapma konusunda büyük sıkıntılara yol açmakta ve kabul görme konusunda güçlükleri beraberinde getirmektedir. Bu nedenle, çeşitlemenin çoğulcu bakış açısı, çeşitli metodolojik yöntemler arasındaki uyuma ve bu türden karmaşık sektörlerde araştırma yapma zorluklarına daha dikkatli bir biçimde yaklaşmaktadır. Ayrıca, metodolojik bir yaklaşım olarak çeşitleme, önyargı, eklektizm veya diğer problemli meselelerin aşılmasını sağlayacak bir alternatif teknik sunmaktadır. Bu çalışmanın amacı yüksek teknolojili hizmetler içerisindeki araştırma çıktılarının güvenilirliği ve geçerliliğine tehdit oluşturan güçlükleri ve bu güçlüklerin aşılmasında araştırmacının yararlanabileceği uygun metodolojik araştırma tekniklerini incelemektir. 

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