Analysis of the Turkish market research industry: The changing role of the researcher

Basit Öğe Kaydı
dc.contributor.authorKarancı, O.
dc.date.accessioned2024-07-12T21:40:27Z
dc.date.available2024-07-12T21:40:27Z
dc.date.issued2018en_US
dc.department[Belirlenecek]en_US
dc.description.abstractMarket research and insight generation is the art of unifying relevant pieces of information when formulating the solution to a puzzle. The present chapter contributes to the market research industry and the literature on research methods by providing a detailed snapshot of the current state of the industry in Turkey, as an emerging market, together with the future outlook. The comprehensive review in convergence with expert precepts elucidates the transformation of the industry. In the last decade, the world has witnessed a digital revolution that has affected the way in which research is conducted, and the identity of the storyteller. The consumer is the principal actor, and researchers assume the roles of co-creators and curators who are responsible for combining different forms of data. The new roles have changed the perception of the term market research and have generated new labels to denote business in the digital era. From the study, conclusions can also be drawn regarding the impact of technology and new methods upon research designs. New technologies are inspirational; they raise the industry to a higher level and allow researchers spend their time, energy and resources on the interpretation of data rather than on the gathering process. Consequently, the role of the researcher is to understand people, and hence the eternal principles of marketing research remain valid even in this new era. Professionals are expected to be courageous in their decisions and to be agile leaders who will be active participants in the transformation process of the discipline. © 2018 by Emerald Publishing Limited. All rights reserved.en_US
dc.identifier.doi10.1108/978-1-78714-557-320181008
dc.identifier.endpage101en_US
dc.identifier.isbn9781787145573
dc.identifier.isbn9781787145580
dc.identifier.scopus2-s2.0-85148188783en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage75en_US
dc.identifier.urihttps://doi.org/10.1108/978-1-78714-557-320181008
dc.identifier.urihttps://hdl.handle.net/20.500.12415/7290
dc.indekslendigikaynakScopus
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltd.en_US
dc.relation.ispartofMarketing Management in Turkeyen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmzKY05376
dc.subjectAnalyticsen_US
dc.subjectCo-Creationen_US
dc.subjectConsumer Insighten_US
dc.subjectMarket Researchen_US
dc.subjectNew Generation Researchen_US
dc.titleAnalysis of the Turkish market research industry: The changing role of the researcheren_US
dc.typeBook Chapter
dspace.entity.typePublication

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