Research Article
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Application of Necessary Condition Analysis in Marketing Research with RStudio

Year 2024, Volume: 5 Issue: 1, 25 - 46, 26.03.2024

Alişan Baltacı

https://doi.org/10.57116/isletme.1442483

Abstract

This study aims to share fundamental information on how Necessary Condition Analysis, a current quantitative analysis method, can be used in marketing research. For this purpose, first of all, a literature review of the method was made and information about the studies carried out in the marketing field with this method was shared. In the literature review, it is understood that the number of research conducted in the marketing field regarding the method is limited. However, that research is published in journals with high impact factors. On the other hand, no research using this method has been found in the Turkish literature. After the literature review, information on the steps to be followed to perform the analysis and how to perform the analysis step by step with RStudio is provided. RStudio software was preferred to apply the method because it is free and user-friendly. Thus, it is aimed to create a basic user guide that researchers and practitioners who want to use the method can refer to. Finally, although this study was conducted on the axis of marketing research, it is possible to say that the method is a practical tool for different disciplines of social sciences, in addition to different fields such as health, education, and engineering sciences. Therefore, it would be appropriate to state that a wide range of researchers can benefit from the principles conveyed in this study.

Keywords

Marketing Research Quantitative Method Necessary Condition Analysis

References

  • Alyahya, M., Agag, G., Aliedan, M., Abdelmoety, Z. H. & Daher, M. M. (2023). A sustainable step forward: Understanding factors affecting customers’ behaviour to purchase remanufactured products. Journal of Retailing and Consumer Services, 70, 103172. doi:10.1016/j.jretconser.2022.103172
  • Arbabi, F., Khansari, S. M., Salamzadeh, A., Gholampour, A., Ebrahimi, P. & Fekete-Farkas, M. (2022). Social networks marketing, value co-creation, and consumer purchase behavior: Combining PLS-SEM and NCA. Journal of Risk and Financial Management, 15(10), 440–461. doi:10.3390/jrfm15100440
  • Arenius, P., Engel, Y. & Klyver, K. (2017). No particular action needed? A necessary condition analysis of gestation activities and firm emergence. Journal of Business Venturing Insights, 8, 87–92. doi:10.1016/j.jbvi.2017.07.004
  • Bui, Q. N. & Bui, S. N. (2022). Understanding the success of sharing economy startups: A necessary condition analysis. 55th Hawaii International Conference on System Sciences içinde (ss. 4452–4460).
  • Cassia, F. & Magno, F. (2024). The value of self-determination theory in marketing studies: Insights from the application of PLS-SEM and NCA to anti-food waste apps. Journal of Business Research, 172, 114454. doi:10.1016/j.jbusres.2023.114454
  • Cheung, M. L., Leung, W. K. S., Aw, E. C.-X. & Koay, K. Y. (2022). “I follow what you post!”: The role of social media influencers’ content characteristics in consumers’ online brand-related activities (COBRAs). Journal of Retailing and Consumer Services, 66, 102940. doi:10.1016/j.jretconser.2022.102940
  • Chi, T. (1994). Trading in strategic resources: Necessary conditions, transaction cost problems, and choice of exchange structure. Strategic Management Journal, 15(4), 271–290. doi:10.1002/smj.4250150403
  • Contreras Pinochet, L. H., Souza, C. A. de, Viana, A. B. N. & Rodríguez-Abitia, G. (2024). Smart technologies in supermarket retail and their influence on citizens’ quality of life during the COVID-19 pandemic. Revista de Gestão, 31(1), 80–100. doi:10.1108/REGE-09-2021-0178
  • Czakon, W., Klimas, P. & Kawa, A. (2023). Re-thinking strategic myopia: A necessary condition analysis of heuristic and firm’s performance. Industrial Marketing Management, 115, 99–109. doi:10.1016/j.indmarman.2023.09.015
  • Deng, Q., Zhuang, G., Li, S. & Yang, H. (2022). A configurational analysis of cross-channel integration. Industrial Management & Data Systems, 122(7), 1686–1706. doi:10.1108/IMDS-06-2021-0388
  • Duarte, P., Silva, S. C., Linardi, M. A. & Novais, B. (2022). Understanding the implementation of retail self-service check-out technologies using necessary condition analysis. International Journal of Retail & Distribution Management, 50(13), 140–163. doi:10.1108/IJRDM-05-2022-0164
  • Dul, J. (2016). Necessary condition analysis (NCA): logic and methodology of “necessary but not sufficient” causality. Organizational Research Methods, 19(1), 10–52. doi:10.1177/1094428115584005 Dul, J. (2021). Necessary condition analysis (NCA) with R (Version 3.1.0) a quick start guide. Rotterdam. https://www.erim.eur.nl/fileadmin/user_upload/_generated_/download/Quick_Start_Guide_NCA_3.1.0_March_2__2021.pdf adresinden erişildi.
  • Dul, J. (2022). Problematic applications of Necessary Condition Analysis (NCA) in tourism and hospitality research. Tourism Management, 93, 104616. doi:10.1016/j.tourman.2022.104616
  • Dul, J., Hauff, S. & Bouncken, R. B. (2023). Necessary condition analysis (NCA): review of research topics and guidelines for good practice. Review of Managerial Science, 17(2), 683–714. doi:10.1007/s11846-023-00628-x
  • Dul, J., Hauff, S. & Tóth, Z. (2021). Necessary condition analysis in marketing research. N. R. Teeroovengadum ve V. Ringle (Ed.), Handbook of Research Methods for Marketing Management içinde (First Ed., ss. 51–72). Cheltenham: Edward Elgar Publishing. doi:10.4337/9781788976954.00008
  • Dul, J., van der Laan, E. & Kuik, R. (2020). A Statistical Significance Test for Necessary Condition Analysis. Organizational Research Methods, 23(2), 385–395. doi:10.1177/1094428118795272
  • Ebrahimi, P., Khajeheian, D. & Fekete-Farkas, M. (2021). A SEM-NCA approach towards social networks marketing: Evaluating consumers’ sustainable purchase behavior with the moderating role of eco-friendly attitude. International Journal of Environmental Research and Public Health, 18(24), 13276. doi:10.3390/ijerph182413276
  • Escadas, M., Jalali, M. S., Septianto, F. & Farhangmehr, M. (2023). Are emotions essential for consumer ethical decision‐making: A Necessary Condition Analysis. Business Ethics, the Environment & Responsibility. doi:10.1111/beer.12619
  • Frommeyer, B., Wagner, E., Hossiep, C. R. & Schewe, G. (2022). The utility of intention as a proxy for sustainable buying behavior – A necessary condition analysis. Journal of Business Research, 143, 201–213. doi:10.1016/j.jbusres.2022.01.041
  • Karwowski, M., Dul, J., Gralewski, J., Jauk, E., Jankowska, D. M., Gajda, A., … Benedek, M. (2016). Is creativity without intelligence possible? A Necessary Condition Analysis. Intelligence, 57, 105–117. doi:10.1016/j.intell.2016.04.006
  • Karwowski, M., Kaufman, J. C., Lebuda, I., Szumski, G. & Firkowska-Mankiewicz, A. (2017). Intelligence in childhood and creative achievements in middle-age: The necessary condition approach. Intelligence, 64, 36–44. doi:10.1016/j.intell.2017.07.001
  • Knol, W. H., Slomp, J., Schouteten, R. L. J. & Lauche, K. (2018). Implementing lean practices in manufacturing SMEs: testing ‘critical success factors’ using Necessary Condition Analysis. International Journal of Production Research, 56(11), 3955–3973. doi:10.1080/00207543.2017.1419583
  • Koay, K. Y., Cheah, C. W. & Chang, Y. X. (2022). A model of online food delivery service quality, customer satisfaction and customer loyalty: a combination of PLS-SEM and NCA approaches. British Food Journal, 124(12), 4516–4532. doi:10.1108/BFJ-10-2021-1169
  • Kopplin, C. S. & Rausch, T. M. (2022). Above and beyond meat: the role of consumers’ dietary behavior for the purchase of plant-based food substitutes. Review of Managerial Science, 16(5), 1335–1364. doi:10.1007/s11846-021-00480-x
  • Kopplin, C. S. & Rösch, S. F. (2021). Equifinal causes of sustainable clothing purchase behavior: An fsQCA analysis among generation Y. Journal of Retailing and Consumer Services, 63, 102692. doi:10.1016/j.jretconser.2021.102692
  • Lasrado, L. A., Vatrapu, R. & Andersen, K. N. (2016). A Methodological demonstration of set-theoretical approach to social media maturity models using necessary condition analysis. Proceedings of the Pacific Asia Conference on Information Systems (PACIS) içinde (ss. 1–15). Chiayi.
  • Lee, W., Dul, J. & Toth, Z. (2023). Application of necessary condition analysis (NCA) in hospitality and tourism research. Cutting Edge Research Methods in Hospitality and Tourism içinde (ss. 157–172). Emerald Publishing Limited. doi:10.1108/978-1-80455-063-220231010
  • Lee, W. & Jeong, C. (2021). Distinctive roles of tourist eudaimonic and hedonic experiences on satisfaction and place attachment: Combined use of SEM and necessary condition analysis. Journal of Hospitality and Tourism Management, 47, 58–71. doi:10.1016/j.jhtm.2021.02.012
  • Li, C. (Victor) & Larivière, B. (2023). The more extroverted the better? Unraveling the complex relationship between service robots’ personality and the service robot experience. Psychology & Marketing, 40(11), 2370–2386. doi:10.1002/mar.21896
  • Liu, Y., Yu, C. & Damberg, S. (2022). Exploring the drivers and consequences of the “awe” emotion in outdoor sports – a study using the latest partial least squares structural equation modeling technique and necessary condition analysis. International Journal of Sports Marketing and Sponsorship, 23(2), 278–294. doi:10.1108/IJSMS-12-2020-0232
  • Low, M. P. & Ramayah, T. (2023). It isn’t enough to be easy and useful! Combined use of SEM and necessary condition analysis for a better understanding of consumers’ acceptance of medical wearable devices. Smart Health, 27, 100370. doi:10.1016/j.smhl.2022.100370
  • Luther, L., Bonfils, K. A., Firmin, R. L., Buck, K. D., Choi, J., Dimaggio, G., … Lysaker, P. H. (2017). Metacognition is necessary for the emergence of motivation in people with schizophrenia spectrum disorders. Journal of Nervous & Mental Disease, 205(12), 960–966. doi:10.1097/NMD.0000000000000753
  • Matusek, M. (2022). Exploitation, exploration, or ambidextrousness—An analysis of the necessary conditions for the success of digital servitisation. Sustainability, 15(1), 324. doi:10.3390/su15010324 Olya, H. G. T. & Al-ansi, A. (2018). Risk assessment of halal products and services: Implication for tourism industry. Tourism Management, 65, 279–291. doi:10.1016/j.tourman.2017.10.015
  • Olya, H. G. T., Bagheri, P. & Tümer, M. (2019). Decoding behavioural responses of green hotel guests. International Journal of Contemporary Hospitality Management, 31(6), 2509–2525. doi:10.1108/IJCHM-05-2018-0374
  • Pappas, N. (2021). COVID19: Holiday intentions during a pandemic. Tourism Management, 84, 104287. doi:10.1016/j.tourman.2021.104287
  • Pappas, N. & Glyptou, K. (2021). Accommodation decision-making during the COVID-19 pandemic: Complexity insights from Greece. International Journal of Hospitality Management, 93, 102767. doi:10.1016/j.ijhm.2020.102767
  • Richter, N. F. & Hauff, S. (2022). Necessary conditions in international business research–Advancing the field with a new perspective on causality and data analysis. Journal of World Business, 57(5), 101310. doi:10.1016/j.jwb.2022.101310
  • Ryans, J. K., Griffith, D. A. & Steven White, D. (2003). Standardization/adaptation of international marketing strategy. International Marketing Review, 20(6), 588–603. doi:10.1108/02651330310505204
  • Sánchez-Franco, M. J. & Aramendia-Muneta, M. E. (2023). Why do guests stay at Airbnb versus hotels? An empirical analysis of necessary and sufficient conditions. Journal of Innovation & Knowledge, 8(3), 100380. doi:10.1016/j.jik.2023.100380
  • Shahjehan, A. & Qureshi, J. A. (2019). Personality and impulsive buying behaviors. A necessary condition analysis. Economic Research-Ekonomska Istraživanja, 32(1), 1060–1072. doi:10.1080/1331677X.2019.1585268
  • Sharma, A., Dwivedi, R., Mariani, M. M. & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180, 121731. doi:10.1016/j.techfore.2022.121731
  • Solaimani, S. & Swaak, L. (2023). Critical success factors in a multi-stage adoption of artificial intelligence: A Necessary Condition Analysis. Journal of Engineering and Technology Management, 69, 101760. doi:10.1016/j.jengtecman.2023.101760
  • Tiwari, P., Kaurav, R. P. S. & Koay, K. Y. (2023). Understanding travel apps usage intention: findings from PLS and NCA. Journal of Marketing Analytics, 1–17. doi:10.1057/s41270-023-00258-y
  • Yan, B., Liu, Y., Chen, B., Zhang, X. & Wu, L. (2023). What matters the most in curbing early COVID‐19 mortality? A cross‐country necessary condition analysis. Public Administration, 101(1), 71–89. doi:10.1111/padm.12873
  • Yang, Q., Al Mamun, A., Gao, J. & Makhbul, Z. K. M. (2023). Modeling the intention and usage of medicine vending machine: Using partial least squares-structural equation modelling and necessary condition analysis. Digital Health, 9, 1–15. doi:10.1177/20552076231194935

Pazarlama Araştırmalarında Gerekli Koşul Analizinin RStudio ile Uygulanması

Year 2024, Volume: 5 Issue: 1, 25 - 46, 26.03.2024

Alişan Baltacı

https://doi.org/10.57116/isletme.1442483

Abstract

Bu çalışma, güncel bir nicel analiz yöntemi olan Gerekli Koşul Analizi’nin pazarlama araştırmalarında nasıl kullanılabileceğine dair temel bilgileri paylaşmayı amaçlamaktadır. Bu amaca yönelik olarak öncelikle yönteme dair bir literatür taraması yapılmış ve bu yöntemle pazarlama alanında yapılmış çalışmalara dair bilgiler paylaşılmıştır. Yapılan literatür taramasında yöntemle ilgili olarak pazarlama alanında yapılan araştırmaların sayısının düşük olmasına rağmen yüksek etki faktörlü dergilerde yayınlandığı anlaşılmaktadır. Diğer taraftan Türkçe literatürde ise bu yöntemle yapılmış bir araştırmaya rastlanmamıştır. Literatür taramasının ardından analizin yapılması için izlenecek işlem basamakları ve RStudio ile analizlerin adım adım nasıl gerçekleştirileceğine dair bilgiler aktarılmıştır. Yöntem in aktarılmasında ücretsiz olması ve kullanım kolaylıkları sebebiyle RStudio yazılımı tercih edilmiştir. Böylece yöntemi kullanmak isteyecek araştırmacıların ve uygulayıcıların başvurabileceği temel bir kullanma kılavuzu oluşturulması hedeflenmiştir. Son olarak, bu çalışma her ne kadar pazarlama araştırmaları ekseninde yapılmış olsa da yöntemin sağlık, eğitim, mühendislik bilimleri gibi farklı alanlara ek olarak sosyal bilimlerin de farklı disiplinleri için kullanışlı bir araç olduğunu söylemekte fayda vardır. Dolayısıyla bu çalışmada aktarılan ilkelerden geniş bir araştırmacı kitlesinin yararlanabileceğini de ifade etmek yerinde olacaktır.

Keywords

Pazarlama Araştırması Nicel Yöntem Gerekli Koşul Analizi

References

  • Alyahya, M., Agag, G., Aliedan, M., Abdelmoety, Z. H. & Daher, M. M. (2023). A sustainable step forward: Understanding factors affecting customers’ behaviour to purchase remanufactured products. Journal of Retailing and Consumer Services, 70, 103172. doi:10.1016/j.jretconser.2022.103172
  • Arbabi, F., Khansari, S. M., Salamzadeh, A., Gholampour, A., Ebrahimi, P. & Fekete-Farkas, M. (2022). Social networks marketing, value co-creation, and consumer purchase behavior: Combining PLS-SEM and NCA. Journal of Risk and Financial Management, 15(10), 440–461. doi:10.3390/jrfm15100440
  • Arenius, P., Engel, Y. & Klyver, K. (2017). No particular action needed? A necessary condition analysis of gestation activities and firm emergence. Journal of Business Venturing Insights, 8, 87–92. doi:10.1016/j.jbvi.2017.07.004
  • Bui, Q. N. & Bui, S. N. (2022). Understanding the success of sharing economy startups: A necessary condition analysis. 55th Hawaii International Conference on System Sciences içinde (ss. 4452–4460).
  • Cassia, F. & Magno, F. (2024). The value of self-determination theory in marketing studies: Insights from the application of PLS-SEM and NCA to anti-food waste apps. Journal of Business Research, 172, 114454. doi:10.1016/j.jbusres.2023.114454
  • Cheung, M. L., Leung, W. K. S., Aw, E. C.-X. & Koay, K. Y. (2022). “I follow what you post!”: The role of social media influencers’ content characteristics in consumers’ online brand-related activities (COBRAs). Journal of Retailing and Consumer Services, 66, 102940. doi:10.1016/j.jretconser.2022.102940
  • Chi, T. (1994). Trading in strategic resources: Necessary conditions, transaction cost problems, and choice of exchange structure. Strategic Management Journal, 15(4), 271–290. doi:10.1002/smj.4250150403
  • Contreras Pinochet, L. H., Souza, C. A. de, Viana, A. B. N. & Rodríguez-Abitia, G. (2024). Smart technologies in supermarket retail and their influence on citizens’ quality of life during the COVID-19 pandemic. Revista de Gestão, 31(1), 80–100. doi:10.1108/REGE-09-2021-0178
  • Czakon, W., Klimas, P. & Kawa, A. (2023). Re-thinking strategic myopia: A necessary condition analysis of heuristic and firm’s performance. Industrial Marketing Management, 115, 99–109. doi:10.1016/j.indmarman.2023.09.015
  • Deng, Q., Zhuang, G., Li, S. & Yang, H. (2022). A configurational analysis of cross-channel integration. Industrial Management & Data Systems, 122(7), 1686–1706. doi:10.1108/IMDS-06-2021-0388
  • Duarte, P., Silva, S. C., Linardi, M. A. & Novais, B. (2022). Understanding the implementation of retail self-service check-out technologies using necessary condition analysis. International Journal of Retail & Distribution Management, 50(13), 140–163. doi:10.1108/IJRDM-05-2022-0164
  • Dul, J. (2016). Necessary condition analysis (NCA): logic and methodology of “necessary but not sufficient” causality. Organizational Research Methods, 19(1), 10–52. doi:10.1177/1094428115584005 Dul, J. (2021). Necessary condition analysis (NCA) with R (Version 3.1.0) a quick start guide. Rotterdam. https://www.erim.eur.nl/fileadmin/user_upload/_generated_/download/Quick_Start_Guide_NCA_3.1.0_March_2__2021.pdf adresinden erişildi.
  • Dul, J. (2022). Problematic applications of Necessary Condition Analysis (NCA) in tourism and hospitality research. Tourism Management, 93, 104616. doi:10.1016/j.tourman.2022.104616
  • Dul, J., Hauff, S. & Bouncken, R. B. (2023). Necessary condition analysis (NCA): review of research topics and guidelines for good practice. Review of Managerial Science, 17(2), 683–714. doi:10.1007/s11846-023-00628-x
  • Dul, J., Hauff, S. & Tóth, Z. (2021). Necessary condition analysis in marketing research. N. R. Teeroovengadum ve V. Ringle (Ed.), Handbook of Research Methods for Marketing Management içinde (First Ed., ss. 51–72). Cheltenham: Edward Elgar Publishing. doi:10.4337/9781788976954.00008
  • Dul, J., van der Laan, E. & Kuik, R. (2020). A Statistical Significance Test for Necessary Condition Analysis. Organizational Research Methods, 23(2), 385–395. doi:10.1177/1094428118795272
  • Ebrahimi, P., Khajeheian, D. & Fekete-Farkas, M. (2021). A SEM-NCA approach towards social networks marketing: Evaluating consumers’ sustainable purchase behavior with the moderating role of eco-friendly attitude. International Journal of Environmental Research and Public Health, 18(24), 13276. doi:10.3390/ijerph182413276
  • Escadas, M., Jalali, M. S., Septianto, F. & Farhangmehr, M. (2023). Are emotions essential for consumer ethical decision‐making: A Necessary Condition Analysis. Business Ethics, the Environment & Responsibility. doi:10.1111/beer.12619
  • Frommeyer, B., Wagner, E., Hossiep, C. R. & Schewe, G. (2022). The utility of intention as a proxy for sustainable buying behavior – A necessary condition analysis. Journal of Business Research, 143, 201–213. doi:10.1016/j.jbusres.2022.01.041
  • Karwowski, M., Dul, J., Gralewski, J., Jauk, E., Jankowska, D. M., Gajda, A., … Benedek, M. (2016). Is creativity without intelligence possible? A Necessary Condition Analysis. Intelligence, 57, 105–117. doi:10.1016/j.intell.2016.04.006
  • Karwowski, M., Kaufman, J. C., Lebuda, I., Szumski, G. & Firkowska-Mankiewicz, A. (2017). Intelligence in childhood and creative achievements in middle-age: The necessary condition approach. Intelligence, 64, 36–44. doi:10.1016/j.intell.2017.07.001
  • Knol, W. H., Slomp, J., Schouteten, R. L. J. & Lauche, K. (2018). Implementing lean practices in manufacturing SMEs: testing ‘critical success factors’ using Necessary Condition Analysis. International Journal of Production Research, 56(11), 3955–3973. doi:10.1080/00207543.2017.1419583
  • Koay, K. Y., Cheah, C. W. & Chang, Y. X. (2022). A model of online food delivery service quality, customer satisfaction and customer loyalty: a combination of PLS-SEM and NCA approaches. British Food Journal, 124(12), 4516–4532. doi:10.1108/BFJ-10-2021-1169
  • Kopplin, C. S. & Rausch, T. M. (2022). Above and beyond meat: the role of consumers’ dietary behavior for the purchase of plant-based food substitutes. Review of Managerial Science, 16(5), 1335–1364. doi:10.1007/s11846-021-00480-x
  • Kopplin, C. S. & Rösch, S. F. (2021). Equifinal causes of sustainable clothing purchase behavior: An fsQCA analysis among generation Y. Journal of Retailing and Consumer Services, 63, 102692. doi:10.1016/j.jretconser.2021.102692
  • Lasrado, L. A., Vatrapu, R. & Andersen, K. N. (2016). A Methodological demonstration of set-theoretical approach to social media maturity models using necessary condition analysis. Proceedings of the Pacific Asia Conference on Information Systems (PACIS) içinde (ss. 1–15). Chiayi.
  • Lee, W., Dul, J. & Toth, Z. (2023). Application of necessary condition analysis (NCA) in hospitality and tourism research. Cutting Edge Research Methods in Hospitality and Tourism içinde (ss. 157–172). Emerald Publishing Limited. doi:10.1108/978-1-80455-063-220231010
  • Lee, W. & Jeong, C. (2021). Distinctive roles of tourist eudaimonic and hedonic experiences on satisfaction and place attachment: Combined use of SEM and necessary condition analysis. Journal of Hospitality and Tourism Management, 47, 58–71. doi:10.1016/j.jhtm.2021.02.012
  • Li, C. (Victor) & Larivière, B. (2023). The more extroverted the better? Unraveling the complex relationship between service robots’ personality and the service robot experience. Psychology & Marketing, 40(11), 2370–2386. doi:10.1002/mar.21896
  • Liu, Y., Yu, C. & Damberg, S. (2022). Exploring the drivers and consequences of the “awe” emotion in outdoor sports – a study using the latest partial least squares structural equation modeling technique and necessary condition analysis. International Journal of Sports Marketing and Sponsorship, 23(2), 278–294. doi:10.1108/IJSMS-12-2020-0232
  • Low, M. P. & Ramayah, T. (2023). It isn’t enough to be easy and useful! Combined use of SEM and necessary condition analysis for a better understanding of consumers’ acceptance of medical wearable devices. Smart Health, 27, 100370. doi:10.1016/j.smhl.2022.100370
  • Luther, L., Bonfils, K. A., Firmin, R. L., Buck, K. D., Choi, J., Dimaggio, G., … Lysaker, P. H. (2017). Metacognition is necessary for the emergence of motivation in people with schizophrenia spectrum disorders. Journal of Nervous & Mental Disease, 205(12), 960–966. doi:10.1097/NMD.0000000000000753
  • Matusek, M. (2022). Exploitation, exploration, or ambidextrousness—An analysis of the necessary conditions for the success of digital servitisation. Sustainability, 15(1), 324. doi:10.3390/su15010324 Olya, H. G. T. & Al-ansi, A. (2018). Risk assessment of halal products and services: Implication for tourism industry. Tourism Management, 65, 279–291. doi:10.1016/j.tourman.2017.10.015
  • Olya, H. G. T., Bagheri, P. & Tümer, M. (2019). Decoding behavioural responses of green hotel guests. International Journal of Contemporary Hospitality Management, 31(6), 2509–2525. doi:10.1108/IJCHM-05-2018-0374
  • Pappas, N. (2021). COVID19: Holiday intentions during a pandemic. Tourism Management, 84, 104287. doi:10.1016/j.tourman.2021.104287
  • Pappas, N. & Glyptou, K. (2021). Accommodation decision-making during the COVID-19 pandemic: Complexity insights from Greece. International Journal of Hospitality Management, 93, 102767. doi:10.1016/j.ijhm.2020.102767
  • Richter, N. F. & Hauff, S. (2022). Necessary conditions in international business research–Advancing the field with a new perspective on causality and data analysis. Journal of World Business, 57(5), 101310. doi:10.1016/j.jwb.2022.101310
  • Ryans, J. K., Griffith, D. A. & Steven White, D. (2003). Standardization/adaptation of international marketing strategy. International Marketing Review, 20(6), 588–603. doi:10.1108/02651330310505204
  • Sánchez-Franco, M. J. & Aramendia-Muneta, M. E. (2023). Why do guests stay at Airbnb versus hotels? An empirical analysis of necessary and sufficient conditions. Journal of Innovation & Knowledge, 8(3), 100380. doi:10.1016/j.jik.2023.100380
  • Shahjehan, A. & Qureshi, J. A. (2019). Personality and impulsive buying behaviors. A necessary condition analysis. Economic Research-Ekonomska Istraživanja, 32(1), 1060–1072. doi:10.1080/1331677X.2019.1585268
  • Sharma, A., Dwivedi, R., Mariani, M. M. & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180, 121731. doi:10.1016/j.techfore.2022.121731
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There are 45 citations in total.

Details

Primary Language Turkish
Subjects Marketing Research Methodology
Journal Section Articles
Authors

Alişan Baltacı 0000-0002-3280-405X

Publication Date March 26, 2024
Submission Date February 24, 2024
Acceptance Date March 14, 2024
Published in Issue Year 2024 Volume: 5 Issue: 1

Cite

APA Baltacı, A. (2024). Pazarlama Araştırmalarında Gerekli Koşul Analizinin RStudio ile Uygulanması. İşletme, 5(1), 25-46. https://doi.org/10.57116/isletme.1442483
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