Ulusal Pazarlama Yazınında Yer Alan Nitel Makalelerin İncelenmesi
Review of the Qualitative Articles Published in National Marketing Literature

Summary/Abstract: Purpose – The aim of this study is to examine qualitative studies published in the literature within the marketing discipline. Secondly, the problems that may be encountered in qualitative research and their solutions will be examined and articles selected for this purpose will be used. Design/methodology/approach – In this context, five journals that only publish marketing-oriented publications (PPAD, PATU, TTAD, GİPAD and SOMI) were determined and the qualitative studies included here were handled within the framework of topics such as themes, designs, analysis techniques, data collection methods, reliability and validity was subjected to content analysis. Results – In the 33 articles examined, it is seen that most of the researchers did not shape their methodologies with any design. Case analysis and phenomenology were used to a large extent among the selected designs. Most of the researchers have conducted the content analysis method. The most used data collection method is interviews. Researchers have used different techniques such as triangulation, bracketing, peer review, purposive sampling in order to increase validity and reliability. Discussion – In general, researchers are expected to use more techniques to increase validity and reliability, to be more transparent and descriptive about the design, method, and strategies they use, and to pay more attention to sample size and richness.

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