Use of Multivariate Statistical Methods in Studies in the Field of Marketing in Turkiye

Today, statistics is frequently used in solving problems that arise in many different branches of science. Multivariate statistical analyzes have become indispensable for scientific studies in every field, following the increase in the use of computers and related internet around the world and the variety and development of ready-made package programs for statistical solutions. In general, Business science and even Marketing are among the fields where multivariate statistical techniques are used extensively. In this context, the Journal of Marketing and Marketing Research, which is the most effective journal published in Turkey in the field of Marketing, and the National Marketing Congress, which has managed to gather the relevant community every year with the same enthusiasm, were examined within the scope of 2022. A total of 29 articles in 3 issues of the journal published in 2022 and 62 studies presented in the 26th Marketing Congress and included in the Proceedings book were examined one by one within the scope of multivariate statistical methods. In both congress and journal studies, it was determined that Structural Equation Modeling was used by far compared to other methods.