The Ethnography of market research companies in Turkey: the re-production of knowledge

Date

2017

Author

Güneş, Önder

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This study is an attempt to investigate and analyze market research sector in Turkey in its various aspects and to understand market research ethos. Corporations from different sectors increasingly tend to work together with market research companies in all over the world. In parallel with this, private sector actors in Turkey ask market research companies to conduct researches in order to sell their products in a broader market and try to determine the future of their corporations. In that sense, market research companies have emerged as a response to a certain necessity and they produce “useful” and “effective” knowledge in accordance with this necessity. Those companies conduct their researches mostly by using social scientific and statistical methods and techniques. Thus, we may claim that who works in the sector are widely the graduates of social sciences. Therefore, in this study, I discuss opinions, feelings, working experience and observations of those workers by using active participant observation and in-depth interviews. I also examine the scientific status, value and the reliability of methods and researches of market research companies while they are carrying out their business.

Subject Keywords

Consumer profiling., Consumer behavior., Consumption (Economics).

URI

http://etd.lib.metu.edu.tr/upload/12621163/index.pdf
https://hdl.handle.net/11511/26520

Collections

Graduate School of Social Sciences, Thesis

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Citation Formats

Ö. Güneş, “The Ethnography of market research companies in Turkey: the re-production of knowledge,” Ph.D. - Doctoral Program, Middle East Technical University, 2017.