\u00c7evrimi\u00e7i bir \u00f6rnek veya \u00e7evrimi\u00e7i bir <\/span>izleyici<\/span> \u00e7evrimi\u00e7i pazar ara\u015ft\u0131rmas\u0131 d\u00fcnyas\u0131nda pop\u00fcler bir \u00fcr\u00fcnd\u00fcr. Ara\u015ft\u0131rma \u00f6rneklemi, b\u00fct\u00fcn hakk\u0131nda bilgi edinmek i\u00e7in \u00f6zellikleri incelenen istatistiksel bir evrenin sonlu bir par\u00e7as\u0131 olarak tan\u0131mlan\u0131r (Webster, 1985).<\/span><\/p>\n \u0130nsanlarla ilgili olarak, bir \u00e7evrimi\u00e7i ara\u015ft\u0131rma \u00f6rneklemi, bir anketin<\/a> amac\u0131 i\u00e7in daha b\u00fcy\u00fck bir pop\u00fclasyondan se\u00e7ilen bir dizi kat\u0131l\u0131mc\u0131 olarak tan\u0131mlanabilir. Genellikle \u00e7evrimi\u00e7i ara\u015ft\u0131rma \u00f6rnekleri, pazar ara\u015ft\u0131rmas\u0131<\/a> projesinin hedeflerine ba\u011fl\u0131 olarak belirli bir pazar\u0131, kitleyi, siyasi taban\u0131 veya m\u00fc\u015fteri taban\u0131n\u0131 temsil edecek \u015fekilde olu\u015fturulur.<\/span><\/p>\n \u00c7evrimi\u00e7i ara\u015ft\u0131rma \u00f6rneklem b\u00fcy\u00fckl\u00fc\u011f\u00fc, bir ara\u015ft\u0131rma \u00e7al\u0131\u015fmas\u0131na kat\u0131lan panelist say\u0131s\u0131n\u0131 ifade ederken, \u00f6rneklem da\u011f\u0131l\u0131m\u0131, tek bir \u00f6rneklemden al\u0131nan yan\u0131tlar\u0131n s\u0131kl\u0131\u011fa g\u00f6re d\u00fczenlenmi\u015f bir \u00f6l\u00e7\u00fcm\u00fcd\u00fcr. \u00d6rnekleme hatas\u0131, \u00f6rnek<\/a> sonu\u00e7lar\u0131n\u0131n b\u00fct\u00fcn\u00fcn bir g\u00f6stergesi olarak kullan\u0131lmas\u0131yla ili\u015fkili bir yanl\u0131\u015fl\u0131kt\u0131r.<\/span><\/p>\n Kat\u0131l\u0131mc\u0131lar\u0131n\u0131z\u0131 se\u00e7in<\/strong><\/a><\/p>\n \u00d6rneklemenin amac\u0131, bir kat\u0131l\u0131mc\u0131 paneli yard\u0131m\u0131yla \u00e7evrimi\u00e7i ara\u015ft\u0131rma \u00f6rneklerinden pop\u00fclasyonlar hakk\u0131nda sonu\u00e7lar \u00e7\u0131karmakt\u0131r. Bunu yapmak i\u00e7in ara\u015ft\u0131rmac\u0131, pop\u00fclasyonun sadece bir k\u0131sm\u0131n\u0131 (veya \u00f6rneklemini<\/a>) do\u011frudan g\u00f6zlemleyerek pop\u00fclasyonun \u00f6zelliklerini belirlemesine olanak tan\u0131yan \u00e7\u0131kar\u0131msal istatistikleri kullanmal\u0131d\u0131r.<\/span><\/p>\n Ara\u015ft\u0131rmac\u0131, bir\u00e7ok nedenden \u00f6t\u00fcr\u00fc n\u00fcfusun tam say\u0131m\u0131n\u0131 (n\u00fcfus say\u0131m\u0131) yapmak yerine \u00e7evrimi\u00e7i bir ara\u015ft\u0131rma \u00f6rneklemi elde eder. Birincisi, b\u00fct\u00fcn yerine bir par\u00e7ay\u0131 g\u00f6zlemlemek daha ucuzdur, ancak ara\u015ft\u0131rmac\u0131 bazen \u00f6rneklem kullanman\u0131n getirdi\u011fi tehlikelerle ba\u015fa \u00e7\u0131kmaya kendini haz\u0131rlamal\u0131d\u0131r. Ara\u015ft\u0131rman\u0131z\u0131n kesin bir teslim tarihi oldu\u011funda bir \u00f6rneklem olu\u015fturmak, ara\u015ft\u0131rman\u0131za fayda sa\u011flayacak \u00e7evrimi\u00e7i \u00f6rnekleme i\u00e7in en iyi yakla\u015f\u0131md\u0131r. <\/span><\/p>\n \u00d6rnekleme hem nitel hem de nicel ara\u015ft\u0131rmalarda<\/a> s\u00f6z konusu olabilir; ancak \u00f6rnekleme sorunlar\u0131 her biri i\u00e7in biraz farkl\u0131d\u0131r. Herhangi bir \u00e7al\u0131\u015fmada, ara\u015ft\u0131rma sorusu \u00e7al\u0131\u015fma y\u00f6ntemini belirler, ancak \u00f6rnekleme plan\u0131n\u0131, kullan\u0131lan \u00f6rneklem t\u00fcr\u00fcn\u00fc ve \u00e7al\u0131\u015fma \u00f6rneklemini olu\u015fturacak ki\u015fi say\u0131s\u0131n\u0131 tan\u0131mlayan ara\u015ft\u0131rma sorusu ve y\u00f6ntemdir.<\/span><\/p>\n Anket \u00f6rneklem b\u00fcy\u00fck<\/a> l\u00fckleri ve \u00f6rnekleme planlar\u0131 hakk\u0131ndaki kararlar\u0131 etkileyen di\u011fer fakt\u00f6rler aras\u0131nda zaman, para, deneklere eri\u015fim ve \u00e7al\u0131\u015fma de\u011fi\u015fkenlerinin say\u0131s\u0131 yer almaktad\u0131r. T\u00fcm bunlara ra\u011fmen, \u00f6rneklemenin genel avantajlar\u0131 say\u0131s\u0131zd\u0131r. Bu s\u00fcre\u00e7 daha az say\u0131da dene\u011fi kapsar ve daha fazla zaman tasarrufu sa\u011flar, daha az maliyetlidir ve potansiyel olarak daha do\u011frudur (\u00e7\u00fcnk\u00fc daha az say\u0131da denek \u00fczerinde kontrol sa\u011flamak daha m\u00fcmk\u00fcnd\u00fcr).<\/span><\/p>\n EMI gibi bir pazar ara\u015ft\u0131rmas\u0131 komisyoncusu kullan\u0131ld\u0131\u011f\u0131nda, m\u00fc\u015fteri, kendilerine mevcut en iyi temsili \u00f6rne\u011fi vermek s\u00f6z konusu oldu\u011funda t\u00fcm konsantrasyon alanlar\u0131n\u0131n kapsand\u0131\u011f\u0131ndan emin olabilir. Pazar ara\u015ft\u0131rmas\u0131 komisyoncusu bu g\u00f6revi yerine getirmek i\u00e7in panel ortaklar\u0131yla birlikte \u00e7al\u0131\u015f\u0131r.<\/span><\/p>\n Bir panel sa\u011flay\u0131c\u0131 (ortak), bir pazar ara\u015ft\u0131rmas\u0131 \u00e7al\u0131\u015fmas\u0131na kat\u0131lmak \u00fczere bir pop\u00fclasyondan belirli bir demografik b\u00f6l\u00fcm veya \u00f6rnek sa\u011flayan \u015firkettir. Daha sonra bu n\u00fcfusa anket uygulan\u0131r ve ara\u015ft\u0131rma sonu\u00e7lar\u0131na ula\u015fmak amac\u0131yla veri ve bilgiler toplan\u0131r.<\/span><\/p>\n \u00c7evrimi\u00e7i pazar ara\u015ft\u0131rmas\u0131nda<\/a>, pop\u00fclasyona ba\u015flang\u0131\u00e7ta internet \u00fczerinden anketler<\/a> g\u00f6nderilir ve ileriye d\u00f6n\u00fck olarak pazar ara\u015ft\u0131rmas\u0131 \u00e7al\u0131\u015fmalar\u0131na kat\u0131lmay\u0131 kabul eder. Bir \u00e7evrimi\u00e7i \u00f6rneklem veya panel sa\u011flay\u0131c\u0131s\u0131, \u00e7evrimi\u00e7i ara\u015ft\u0131rma \u00e7al\u0131\u015fmalar\u0131nda kullan\u0131lmak \u00fczere kapsaml\u0131, y\u00fcksek profilli bir panelist listesini i\u015fe al\u0131r, do\u011frular ve s\u00fcrd\u00fcr\u00fcr.<\/span><\/p>\n Temel demografik, \u00fcr\u00fcn kullan\u0131m\u0131\/sahipli\u011fi ve di\u011fer nitelikler genellikle daha zamanl\u0131, verimli ve hedefe y\u00f6nelik pazar ara\u015ft\u0131rmas\u0131 f\u0131rsatlar\u0131 sunmak i\u00e7in korunur. \u00c7evrimi\u00e7i panellerin kullan\u0131m\u0131 ayn\u0131 zamanda boylamsal ara\u015ft\u0131rma<\/a> f\u0131rsatlar\u0131n\u0131 da kolayla\u015ft\u0131rarak ayn\u0131 bireyin zaman i\u00e7inde benzer veya ilgili ara\u015ft\u0131rma giri\u015fimlerine kat\u0131lmas\u0131n\u0131 sa\u011flar ve de\u011fi\u015fimi vurgular.<\/span><\/p>\n Son derece etkili \u00f6rnekleme yaz\u0131l\u0131m\u0131, pazar ara\u015ft\u0131rmac\u0131lar\u0131 taraf\u0131ndan \u00e7evrimi\u00e7i ara\u015ft\u0131rma \u00f6rneklemi bilgilerini elde etmek i\u00e7in kullan\u0131l\u0131r. \u00d6rnekleme s\u00fcreci do\u011fru bir \u015fekilde y\u00fcr\u00fct\u00fclm\u00fc\u015fse, ara\u015ft\u0131rma sonu\u00e7lar\u0131n\u0131n bir b\u00fct\u00fcn olarak grubu veya evreni temsil etti\u011fi d\u00fc\u015f\u00fcn\u00fclebilir.<\/span><\/p>\n Panel y\u00f6netimi, \u00e7evrimi\u00e7i pazar ara\u015ft\u0131rmas\u0131 paneli \u00fcyelerinin i\u015fe al\u0131nmas\u0131, te\u015fvik edilmesi, kat\u0131l\u0131mlar\u0131n\u0131n sa\u011flanmas\u0131, segmentlere ayr\u0131lmas\u0131, profillerinin \u00e7\u0131kar\u0131lmas\u0131 ve bak\u0131mlar\u0131n\u0131n yap\u0131lmas\u0131na y\u00f6nelik kapsaml\u0131 bir s\u00fcreci ifade eder. \u00c7evrimi\u00e7i numune sa\u011flay\u0131c\u0131s\u0131 genellikle t\u00fcm panel y\u00f6netimi faaliyetlerinden sorumludur.<\/span><\/p>\n Ara\u015ft\u0131rma i\u00e7g\u00f6r\u00fcleri toplay\u0131n<\/strong><\/a><\/p>\n\u00c7evrimi\u00e7i ara\u015ft\u0131rman\u0131n \u00f6nemi<\/b><\/h2>\n