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Pazarlama Alanında Yapılan Araştırmalarda Elde Edilen Aritmetik Ortalama Ölçek Orta Noktasına Eşit Midir?

Author

Listed:
  • Ahmet BARDAKCI
  • Duygu KOÇOĞLU
  • Selçuk Burak HAŞILOĞLU

Abstract

This paper aims (1) to appraise means of measured concepts in marketing related fields in terms of number of scale points employed and (2) to investigate relationship between the number of scale points and response styles. In line with this aim papers, which were published in proceedings of national marketing congress (UPK) and journal of Pazarlama Dunyasi between 2000 and 2007, presenting the findings as means and as frequency tables have been recovered. In conjunction with the aim of our research 2443 variables from 76 articles were extracted. Findings indicate that means are not equal to neutral point of the scales that were utilized for individual studies; moreover, respondents indicate their responses above the scale neutral. Both DARS and ERS are higher at 3 response categories than 4 or 5 response categories. MPR is higher at 3 response categories than 5 response categories.

Suggested Citation

  • Ahmet BARDAKCI & Duygu KOÇOĞLU & Selçuk Burak HAŞILOĞLU, 2010. "Pazarlama Alanında Yapılan Araştırmalarda Elde Edilen Aritmetik Ortalama Ölçek Orta Noktasına Eşit Midir?," Sosyoekonomi Journal, Sosyoekonomi Society, issue 2010-1.
    • Handle: RePEc:sos:sosjrn:100106
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    More about this item

    Keywords

    Marketing Research; Neutral Point of Attitude Scales; Response Style.;
    All these keywords.

    JEL classification:

    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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