M.A. Theses
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Browsing M.A. Theses by Author "Akküçük, Ulaş."
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Item A segmentation study of college students based on employer choice preferences(Thesis (M.A.) - Bogazici University. Institute for Graduate Studies in Social Sciences, 2011., 2011.) Erel, Sarhan.; Akküçük, Ulaş.This study tries to determine the important job related attributes for college students during their employer selection process. In doing so, college students are classified into three general groups, or clusters, with respect to their common and most important preferences of job attributes. Various demographic characteristics of each group is identified and discussed. The questionnaire was prepared based on a literature research and applied to 111 college students in Bogazici University during 2010 - 2011 semester. Basic descriptive statistics tools, two-step cluster analysis and statistical hypotheses testing methods were utilized to analyze the resulting data. Collected data were analyzed to identify three distinct groups of college students with respect to their common job attributes preferences. Six categorizing variables, considered to affect the students’ preferences, have been included in the analysis: seniority level, department of study, gender, size of the city they have been raised in, family income level and parents’ education level. Three distinct clusters have been obtained. Cluster characteristics and corresponding preferences were identified and tabulated. In addition, six hypotheses were formed to see the possible effect of some of these independent variables on students’ preferences on job attributes. The analysis showed that while family income level do not provide a clear understanding of student preferences, seniority level, department of study, city size and gender signal the direction of students’ preferences for some job related attributes during an employer selection process.Item An exploratory study of beer consumersʹ preferences and consumption characteristics(Thesis (M.A.) - Bogazici University. Institute for Graduate Studies in Social Sciences, 2010., 2010.) Selek, Muhammet Cumhur.; Akküçük, Ulaş.The present study, tries to explain the preferences and consumption characteristics of beer consumers by utilizing a web‐administered questionnaire and multivariate data analysis techniques. The questionnaire was developed based on a literature review and administered to 119 people. Multivariate data analysis techniques have been applied by utilizing XLSAT 2010 software program. The data gathered have been used to identify the consumer segments with similar lifestyle attributes by carrying out a cluster analysis. Three distinct consumer segments have been identified and compared to both demographic and behavioral variables in order to observe the significant differences. The subject of how consumer segments differ based on the preference of beer brands has been also analyzed. The data gathered have been further examined to reveal the benefits sought by consumers when consuming their favorite beer brand by employing PERVAL (Perceived Value) Scale. Factor analysis suggested that the benefits sought by consumers can be explained by five dimensions; Functional Value in terms of Price/Value for Money, Functional Benefit in terms of Performance/Quality, Social Benefit, Positive Emotional Benefit, and Negative Emotional Benefit. The research also attempts to analyze how consumer segments vary regarding the benefits sought from beer brands and how brand preferences and benefits sought are correlated. The findings of the research reveal that the use of lifestyle segmentation to identify consumer segments is a sound and reliable method. Significant differences between segments in terms of demographic and behavioral variables, brand preferences and benefits sought have been observed. Finally, it has been shown that correlations between brand preferences and benefits sought exist.Item Re-assessment of E-S-Qual scale in the internet banking services in Turkey(Thesis (M.A.) - Bogazici University. Institute for Graduate Studies in Social Sciences, 2011., 2011.) Teuman, Abdullah Behçet.; Akküçük, Ulaş.Service quality and the effective measurement of service quality on the Internet has been drawing much attraction lately with the increasing use of the World Wide Web. Researchers and managers focus on the construction of scales to measure electronic service quality, which assess customer satisfaction and loyalty as an ultimate goal. E-S-Qual is the most recently developed and popular e-service quality measurement technique on which there are quite a number of testing efforts. In this study, the E-S-Qual scale is re-assessed for Internet banking services in Turkey. The original E-S-Qual model has been adapted for Internet banking and the questionnaire has been developed accordingly. The reliability and factorial validity of adapted E-S-Qual model has been tested with the data of 382 observations. Confirmatory Factor Analysis has been conducted on the adapted E-S-Qual model and the model has been re-specified for a reliable, valid and conceptually sounding construct. After the evaluation of the findings following the successive testing of the re-specified E-S-Qual model, it is concluded that the refined scale is effective in Internet banking services in Turkey. Electronic Service Recovery Quality (E-RecS-Qual) is not included in this study because there are not enough observations to analyze.