{"id":798365,"date":"2022-06-20T14:07:42","date_gmt":"2022-06-20T14:07:42","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/netnografi-nedir-ve-neden-onemlidir\/"},"modified":"2022-06-20T14:07:42","modified_gmt":"2022-06-20T14:07:42","slug":"netnografi-nedir-ve-neden-onemlidir","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/tr\/netnografi-nedir-ve-neden-onemlidir\/","title":{"rendered":"Netnografi: Nedir ve Neden \u00d6nemlidir?"},"content":{"rendered":"

Netnografi, inan\u0131lmaz derecede faydal\u0131 olan son teknoloji bir ara\u015ft\u0131rma yakla\u015f\u0131m\u0131d\u0131r. Daha fazla insan deneyimlerini, fikirlerini ve g\u00f6r\u00fc\u015flerini payla\u015fmak i\u00e7in web’de arama yapt\u0131k\u00e7a, ara\u015ft\u0131rmac\u0131lar art\u0131k veri toplaman\u0131n kolay bir yoluna sahip.<\/span><\/p>\n

\u0130ster t\u00fcketicilerin tatil zevklerini, ister gen\u00e7 modas\u0131n\u0131 ya da do\u011fum sonras\u0131 depresyonu inceliyor olun, internette \u00e7ok say\u0131da bilgi mevcut. Bize internet forumlar\u0131ndan medya platformlar\u0131na ve bloglara kadar uzanan \u00e7ok say\u0131da ilgi \u00e7ekici \u00e7al\u0131\u015fma olana\u011f\u0131 sunuyor.<\/span><\/p>\n

Ama tam olarak nedir? Bunu bir ara\u015ft\u0131rma y\u00f6ntemi olarak nas\u0131l yap\u0131yorsunuz? Daha fazlas\u0131n\u0131 \u00f6\u011frenin.<\/span><\/p>\n

Netnografi nedir?<\/h2>\n

Netnografi, \u00e7evrimi\u00e7i t\u00fcketici k\u00fclt\u00fcr\u00fcn\u00fc incelemek i\u00e7in kullan\u0131labilecek bir ara\u015ft\u0131rma<\/a> bi\u00e7imidir. \u0130nternet \u00fczerinde organik olarak meydana gelen tart\u0131\u015fmalar\u0131 ve olaylar\u0131 izleyerek, incelenen gruplar i\u00e7inde t\u00fcketim kararlar\u0131n\u0131 etkileyen k\u00fclt\u00fcrel normlar\u0131 ve ifadeleri yap\u0131s\u00f6k\u00fcme u\u011fratmay\u0131 ama\u00e7lamaktad\u0131r. <\/span><\/p>\n

Sosyal medya s\u00f6z konusu oldu\u011funda dikkate ald\u0131\u011f\u0131 tek \u015fey be\u011feniler, payla\u015f\u0131mlar, influencer’lar ve anahtar kelime kullan\u0131mlar\u0131 de\u011fildir. Netnograflara g\u00f6re sosyal medya, k\u00fclt\u00fcrel fenomenlerin tezah\u00fcrleridir ve bu da onlar\u0131 m\u00fc\u015fteriler hakk\u0131nda zengin ve ba\u011flamsal bir anlay\u0131\u015f kazanmak i\u00e7in m\u00fckemmel siteler haline getirmektedir. Ara\u015ft\u0131rmac\u0131, bu t\u00fcr k\u00fclt\u00fcrel verileri anlamland\u0131rmak i\u00e7in duvardaki bir sinek gibi hareket eder, g\u00f6zlemler ancak m\u00fcdahale etmez.<\/span><\/p>\n

Bireylerin internet \u00fczerindeki \u00f6zg\u00fcr sosyal davran\u0131\u015flar\u0131 bu yolla toplanmakta ve analiz edilmektedir. Burada \u00f6nemli olan nokta, m\u00fc\u015fterilerin a\u015fa\u011f\u0131lanmaktan ka\u00e7\u0131nmak veya anket\u00f6r\u00fc tatmin etmek i\u00e7in tepki g\u00f6sterebildi\u011fi anket ara\u015ft\u0131rmalar\u0131ndan<\/a> farkl\u0131 olarak, bu bilgilerin m\u00fc\u015fteriler do\u011fal davran\u0131rken toplanmas\u0131d\u0131r.<\/span><\/p>\n

Martech Zone’a g\u00f6re, “bireylerin \u00fccretsiz \u00e7evrimi\u00e7i etkinliklerini inceleyen etnografinin (bireysel halklar\u0131n ve k\u00fclt\u00fcrlerin geleneklerinin bilimsel \u00e7al\u0131\u015fmas\u0131) bir dal\u0131d\u0131r [using] ilgili bilgiler sunmak i\u00e7in \u00e7evrimi\u00e7i pazarlama<\/a> ara\u015ft\u0131rma ara\u00e7lar\u0131.”<\/span><\/p>\n

Basit\u00e7e s\u00f6ylemek gerekirse, sosyal dinleme, bireyleri neyin \u00e7\u0131ld\u0131rtt\u0131\u011f\u0131n\u0131 anlamak i\u00e7in onlar\u0131n do\u011fal ortamlar\u0131ndaki sohbetlerini inceler. “\u00d6zg\u00fcr davran\u0131\u015f” k\u0131sm\u0131 \u00e7ok \u00f6nemlidir, \u00e7\u00fcnk\u00fc tart\u0131\u015fman\u0131n anketler veya odak gruplar\u0131nda oldu\u011fu gibi d\u0131\u015f g\u00fc\u00e7lerden etkilenme olas\u0131l\u0131\u011f\u0131 daha d\u00fc\u015f\u00fckt\u00fcr.<\/span><\/p>\n

D\u00fcr\u00fcst olmak gerekirse, i\u015finizle ilgili umutlar\u0131n\u0131z\u0131 genel demografik veri<\/a> trendlerine ba\u011flamak biraz zaman kayb\u0131d\u0131r. Kesin bir bak\u0131\u015f a\u00e7\u0131s\u0131 i\u00e7in m\u00fc\u015fteri psikolojisinin derinliklerine iniyor. Pazarlamac\u0131lar i\u00e7in bu, psikografik verileri eleyebilen sosyal medya analiz sistemleri ile m\u00fcmk\u00fcnd\u00fcr. Ki\u015filik \u00f6zellikleri, inan\u00e7lar, g\u00f6r\u00fc\u015fler, tutumlar, hobiler ve ya\u015fam tarz\u0131 \u00f6zellikleri dikkate al\u0131nmas\u0131 gereken fakt\u00f6rlerdir.<\/span><\/p>\n

Sonu\u00e7ta bu, markan\u0131z veya sekt\u00f6r\u00fcn\u00fcz d\u0131\u015f\u0131nda insanlar\u0131n neyle ilgilendi\u011fini g\u00f6sterir. Neden sadece onlara gitmiyorsun? <\/span><\/p>\n

Ara\u015ft\u0131rmalarda Netnografinin \u00d6nemi?<\/h2>\n

“Netnografi” terimi basit\u00e7e internetin incelenmesini ifade eden bir terimdir. Etnografinin tan\u0131m\u0131na g\u00f6re (Henning, 2011), “insan k\u00fclt\u00fcrlerinin incelenmesi ve metodik olarak kaydedilmesidir. Ayr\u0131ca, b\u00f6yle bir ara\u015ft\u0131rman\u0131n sonucunda ortaya \u00e7\u0131kan betimleyici bir \u00e7al\u0131\u015fmad\u0131r.” <\/span><\/p>\n

Belki de ara\u015ft\u0131rmac\u0131lar\u0131n olas\u0131l\u0131klar\u0131 ortaya \u00e7\u0131karmak veya kavramlar\u0131 do\u011frulamak i\u00e7in eylemlerinizi, tutumlar\u0131n\u0131z\u0131, sat\u0131n alma kararlar\u0131n\u0131z\u0131 ve hayat\u0131n\u0131z\u0131n di\u011fer y\u00f6nlerini izledikleri etnografik ara\u015ft\u0131rman\u0131n nesnesi oldunuz. Bu olduk\u00e7a maliyetli ve zaman al\u0131c\u0131 bir prosed\u00fcr olabilir. Verilerin g\u00fcvenilirli\u011fi de sorgulanm\u0131\u015ft\u0131r.<\/span><\/p>\n

Baz\u0131 ki\u015filer, izlendiklerinin fark\u0131nda olduklar\u0131 i\u00e7in t\u00fcketici davran\u0131\u015flar\u0131n\u0131n<\/a> \u00e7arp\u0131t\u0131laca\u011f\u0131ndan ve dolay\u0131s\u0131yla normalde davrand\u0131klar\u0131 gibi davranmayacaklar\u0131ndan endi\u015fe duymaktad\u0131r. Etnografi bir g\u00f6zetleme stratejisi oldu\u011fu i\u00e7in, izlenebilecek insan say\u0131s\u0131 para ve \u00e7abayla s\u0131n\u0131rl\u0131d\u0131r. En parlak oldu\u011fu yer buras\u0131.<\/span><\/p>\n

\u00d6znelerine ula\u015fmak i\u00e7in odaklanm\u0131\u015f topluluklar, odaklanm\u0131\u015f tart\u0131\u015fma forumlar\u0131, bloglar gibi \u00e7e\u015fitli internet platformlar\u0131n\u0131 kullan\u0131r. Ara\u015ft\u0131rmac\u0131, bu ara\u00e7lar\u0131n kurulmas\u0131ndan ve izlenmesinden, ayr\u0131ca m\u00fc\u015fterinin ihtiya\u00e7lar\u0131na g\u00f6re s\u00f6ylemin y\u00f6nlendirilmesinden veya yeniden y\u00f6nlendirilmesinden sorumludur. <\/span><\/p>\n

Baz\u0131 ki\u015filere yorum yapmalar\u0131 i\u00e7in para \u00f6denirken, di\u011ferleri sadece bir \u00fcr\u00fcn veya hizmete g\u00fc\u00e7l\u00fc bir ilgi duyabilir ve g\u00f6r\u00fc\u015flerini \u00f6zg\u00fcrce ifade edebilir. Peki, bunun etnografik ara\u015ft\u0131rmadan<\/a> fark\u0131 nedir?<\/span><\/p>\n

Kurulu\u015flar, m\u00fc\u015fterilerin art\u0131k yaln\u0131zca sat\u0131\u015f yapt\u0131klar\u0131 bireyler olmad\u0131\u011f\u0131n\u0131 fark ettik\u00e7e, bu \u00e7ok \u00f6nemli bir kavramd\u0131r. Bunlar, pazar analizi ve konsept do\u011frulama i\u00e7in en \u00f6nemli ara\u00e7lard\u0131r. A\u00e7\u0131k kaynak stratejisi \u015fu anda giderek artan say\u0131da firma taraf\u0131ndan yarat\u0131c\u0131 \u00e7abalar\u0131na y\u00f6nelik fikirleri ke\u015ffetmek i\u00e7in kullan\u0131l\u0131yor. Peki, i\u015fletmeler neden m\u00fc\u015fteri geri bildirimine ihtiya\u00e7 duyar?<\/span><\/p>\n

“\u0130novasyon” alan\u0131nda \u00e7ok say\u0131da \u00e7al\u0131\u015fma g\u00f6r\u00fcyoruz. Bu terim s\u0131kl\u0131kla kullan\u0131l\u0131r, ancak bu ba\u011flamda yeni, yenilik\u00e7i pazar beklentilerinin geli\u015ftirilmesine at\u0131fta bulunur. Yeni \u00fcr\u00fcnler ve\/veya end\u00fcstriler ke\u015ffetmek, yo\u011fun olarak kullan\u0131ld\u0131\u011f\u0131 bir ba\u015fka aland\u0131r. Daha fazla para kazanmak i\u00e7in kapasitelerini yeni bir alana geni\u015fletmek isteyen \u00fcreticiler bunu s\u0131kl\u0131kla yap\u0131yor. <\/span><\/p>\n

Bu temel bir beceri olmad\u0131\u011f\u0131ndan, bilmedikleri bir alana girmeden \u00f6nce kapsaml\u0131 bir \u00e7al\u0131\u015fma yapmalar\u0131 gerekir. Bu ara\u015ft\u0131rman\u0131n bir di\u011fer \u00f6nemli amac\u0131 da yerle\u015fik end\u00fcstriler hakk\u0131nda yeni g\u00f6r\u00fc\u015fler elde etmektir (Henning, 2011).<\/span><\/p>\n

Netnografi i\u00e7in Ad\u0131mlar<\/h2>\n

Bir pazar ara\u015ft\u0131rmas\u0131nda Netnografi uygulama s\u00fcreci d\u00f6rt ana a\u015famada ger\u00e7ekle\u015ftirilir:<\/p>\n

1. Sanal topluluklar\u0131n se\u00e7imi<\/h3>\n

\u0130lk ad\u0131m, analizin nesnesi olacak sanal topluluklar\u0131n se\u00e7ilmesinden olu\u015fmaktad\u0131r. \u0130lgilendi\u011finiz konuyla ilgili t\u00fcm gruplar ve forumlar dikkate al\u0131nabilir. Daha sonra, topluluklar\u0131n toplam n\u00fcfusu daha fazla temsil etmesini sa\u011flamak i\u00e7in bir filtre yap\u0131l\u0131r.<\/p>\n

2. \u00c7al\u0131\u015fma s\u00fcresinin tan\u0131m\u0131<\/h3>\n

Bir sonraki ad\u0131m, veri toplama a\u015famas\u0131n\u0131n ne kadar s\u00fcrece\u011fine karar vermektir. Genellikle, iyi miktarda bilgi toplamak i\u00e7in \u00fc\u00e7 veya d\u00f6rt ay boyunca takip yap\u0131l\u0131r.<\/p>\n

3. Veri toplama<\/h3>\n

Sanal toplulu\u011fun sohbetlerinde, forumlar\u0131nda, gruplar\u0131nda ve listelerinde payla\u015f\u0131lan bilgiler bu d\u00f6nemde toplan\u0131r. Metinleri analiz etmek ve bu verileri sistematik bilgiye d\u00f6n\u00fc\u015ft\u00fcrmek i\u00e7in yapay zeka ara\u00e7lar\u0131n\u0131n kullan\u0131lmas\u0131n\u0131 da i\u00e7erebilir.<\/p>\n

4. Sonu\u00e7lar\u0131n yorumlanmas\u0131<\/h3>\n

Bu a\u015famada, ara\u015ft\u0131rmac\u0131lar mesajlar\u0131 analiz etmekten ve yorumlar\u0131 \u00f6nceden belirlenmi\u015f kriterlere g\u00f6re s\u0131n\u0131fland\u0131rmaktan sorumludur. T\u00fcm de\u011ferlemeler analiz edildi\u011finde, toplanan bilgilerin genel bir de\u011ferlendirmesi ve yorumu yap\u0131l\u0131r.<\/p>\n

Bu \u015fekilde, ara\u015ft\u0131rma raporunun bir par\u00e7as\u0131 olacak sonu\u00e7 ve \u00f6nerileri elde edecek, kullan\u0131c\u0131lar\u0131n belirli \u00fcr\u00fcn veya hizmetler hakk\u0131nda ne d\u00fc\u015f\u00fcnd\u00fcklerini bilmenize ve bunlara dayal\u0131 kararlar alman\u0131za olanak sa\u011flayacaks\u0131n\u0131z.<\/p>\n

Sonu\u00e7<\/h2>\n

Netnografi, \u00e7al\u0131\u015fma i\u00e7in \u00e7e\u015fitli \u015fekillerde kullan\u0131labilir. Son olarak, i\u015fletmelerin istedi\u011fi bilgileri d\u00fczenli olarak elde etmek i\u00e7in uygun maliyetli, h\u0131zl\u0131 ve do\u011fru bir y\u00f6ntemdir. D\u00fcnya n\u00fcfusunun \u00e7evrimi\u00e7i varl\u0131\u011f\u0131 artt\u0131k\u00e7a ve teknik becerilerimiz geli\u015ftik\u00e7e bu durum daha da yayg\u0131nla\u015facakt\u0131r.<\/span><\/p>\n

Bu t\u00fcr bir \u00e7al\u0131\u015fmaya liderlik eden akademisyenler i\u00e7in en zorlu g\u00f6revlerden biri veri haz\u0131rlama ve y\u00f6netimidir. Teknoloji son y\u0131llarda bu alanda \u00f6nemli bir rol oynam\u0131\u015ft\u0131r.<\/span><\/p>\n

Ara\u015ft\u0131rmac\u0131lar, ara\u015ft\u0131rma havuzlar\u0131n\u0131 kullanarak zaman i\u00e7inde biriken verileri ekleyebilir, koruyabilir ve g\u00f6zden ge\u00e7irebilir. Bu t\u00fcr bir sistem, kendisine akan t\u00fcm verilerin tan\u0131mlanmas\u0131 ve y\u00f6netilmesine odaklanmas\u0131 nedeniyle t\u00fcm bu verilerin d\u00fczg\u00fcn bir \u015fekilde y\u00f6netilmesini sa\u011flar.<\/span><\/p>\n

Bu, ara\u015ft\u0131rmac\u0131lar\u0131n sadece verilerinin bir yede\u011fini tutmalar\u0131na izin vererek de\u011fil, ayn\u0131 zamanda \u00e7al\u0131\u015fma s\u0131ras\u0131nda karma\u015f\u0131k ve kesin sonu\u00e7lar \u00e7\u0131karmalar\u0131na yard\u0131mc\u0131 olan ak\u0131ll\u0131 filtreler kullanarak ihtiya\u00e7 duyduklar\u0131 verilere saniyeler i\u00e7inde eri\u015fmelerini sa\u011flayarak zaman i\u00e7inde \u00e7al\u0131\u015fmalar\u0131na \u00f6nemli \u00f6l\u00e7\u00fcde yard\u0131mc\u0131 olmu\u015ftur. <\/span><\/p>\n

Her t\u00fcrden ara\u015ft\u0131rmac\u0131ya sadece anket yaz\u0131l\u0131m\u0131m\u0131z gibi veri toplama ara\u00e7lar\u0131 sa\u011flamakla kalm\u0131yor, ayn\u0131 zamanda her t\u00fcrden uzun vadeli \u00e7al\u0131\u015fmalar i\u00e7in de anlay\u0131\u015fl\u0131 bir kaynak sunuyoruz <\/span>SoruPro<\/b>.<\/span><\/p>\n

Bir tan\u0131t\u0131m veya ek bilgi almak isterseniz, l\u00fctfen Insight Hub’\u0131 ziyaret edin.<\/span><\/p>\n

DAHA FAZLA BI\u0307LGI\u0307 EDI\u0307NI\u0307N<\/strong><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Netnografi, inan\u0131lmaz derecede faydal\u0131 olan son teknoloji bir ara\u015ft\u0131rma yakla\u015f\u0131m\u0131d\u0131r. Daha fazla insan deneyimlerini, fikirlerini ve g\u00f6r\u00fc\u015flerini payla\u015fmak i\u00e7in web’de […]<\/p>\n","protected":false},"author":49,"featured_media":713397,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[1118],"tags":[],"yoast_head":"\nNetnografi: Nedir ve Neden \u00d6nemlidir? | QuestionPro<\/title>\n<meta name=\"description\" content=\"Netnografi, \u00e7evrimi\u00e7i t\u00fcketici k\u00fclt\u00fcr\u00fcn\u00fc incelemek i\u00e7in kullan\u0131labilecek bir ara\u015ft\u0131rma bi\u00e7imidir. 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