Prospects, Problems of Marketing Research and Data Mining in Turkey

The objective of this paper is to review and assess the methodological issues and problems in marketing research, data and knowledge mining in Turkey. As a summary, academic marketing research publications in Turkey have significant problems. The most vital problem seems to be related with modeling. Most of the publications had major weaknesses in modeling. There were also, serious problems regarding measurement and scaling, sampling and analyses. Analyses myopia seems to be the most important problem for young academia in Turkey. Another very important finding is the lack of publications on data and knowledge mining in the academic world.

Authors:

• Sema Kurtuluş
• Kemal Kurtuluş

Keywords:

• Marketing research
• data mining
• knowledge mining
• research modeling
• analyses.

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