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Prof. Haydar Kazgan – Seminar Series


Dr. Canan Urhan

“Using Thematic Analysis and Formal Concept Analysis to Determine Semiotic Communities of Lifestyle”

Date: 30 September Tuesday Time: 12:30-13:30 Location: ISB F235 – Blue Auditorium

ABSTRACT

The concept of `lifestyle’ has been so prominently and fruitfully used for determining market segments because of its effectiveness of showing the relation between the values, opinions and consumption patterns. The established practice for determining lifestyle segments in consumer research is using psychographic methods. Psychographic methods make use of structured data collection instruments such as ad hoc AIO (activities, interests and opinions) or LOV (list of values) surveys and usually elicit lifestyle taxonomies using quantitative data reduction techniques such as cluster analysis or correspondence analysis. However, structured instruments are prone to reflecting the researcher’s perspective to the data rather than reflecting the world views of the consumers. On the other hand, although unstructured interviews give the respondents to freely express their own views, the data obtained through these techniques are not usually adequate for being input to systematic and ! objective classification techniques. Within this scope, the aim of this seminar is to offer a systematic way of classifying respondents into lifestyle segments using the data collected through unstructured narrative interviews. For this purpose, a method that bridges qualitative thematic analysis with quantitative formal concept analysis will e introduced.

BIO

Istanbul Bilgi University, Istanbul, Turkey, PhD in Organization Studies, January 2012 PhD Dissertation titled “Consumption of self help in the construction of professional identity: the case of young professional Turkish women” under the supervision of Prof. Ahmet K. Suerdem Boğaziçi University, Istanbul, Turkey, MA in Economics and Finance, August 2006 MA dissertation titled “A Literature Survey on the Gender Wage Gap in Turkey” under the supervision of Assoc. Prof. Guzin Gulsun Arikan Koç University, Istanbul, Turkey, BA in Business Administration, Marketing Minor, January 2005


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