ارائه الگویی برای آموزش توسعه بازار کودکان در ایران
محورهای موضوعی : آموزش و پرورش
بیتا نیک نژاد
1
(دانشجوی دکتری گروه مدیریت بازرگانی- بازاریابی، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران)
پرویز سعیدی
2
(دانشیار گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی ، علی آباد کتول ،ایران)
امیر اخوان فر
3
(استادیارگروه مدیریت، دانشگاه پیام نور تهران، ایران.)
کلید واژه: آموزش, نظریه داده بنیاد, بازار کودکان, بازارگرایی,
چکیده مقاله :
مقدمه و هدف: هدف از اجرای این پژوهش ارائه الگویی برای آموزش توسعه بازار کودکان با رویکرد بازارگرایی در ایران بوده است. که از نظر هدف کاربردی و از نظر روش پژوهش، از نوع کیفی، مبتنی بر نظریه پردازی داده بنیاد بوده است. روش شناسی پژوهش: مصاحبه های عمیقی با 18 نمونه ، متشکل از خبرگان علمی حوزههای بازاریابی و خبرگان عملی، مدیران حوزههای بازارکودک صورت گرفت. نمونه گیری براساس روش گلوله برفی و جمعآوری دادهها تا مرز اشباع نظری ادامه یافت. همچنین تجزیه و تحلیل دادههای پژوهش، همزمان با توجه به دادههای به دست آمده از بخش مصاحبه، با کمک سه مرحله کدگذاری باز، کدگذاری محوری و کدگذاری انتخابی انجام پذیرفت. یافته ها: یافته های پژوهش نشان داد: آموزش کودک در خانواده و اجتماع و همچنین آموزش پرسنل و مدیران فعال در عرصه بازارکودک به عنوان شرایط زمینه ای در بازار کودکان موثر است. که در بعد اقتصادی سبب افزایش درآمد، رونق فضای کسب و کار و توسعه بازار کودک و در بعد اجتماعی سبب افزایش رضایت و ایجاد تصویر مطلوب، به عنوان پیامدهای این بازار میگردد بحث و نتیجه گیری: در نتیجه این پژوهش با به کارگیری روش داده بنیاد، یکی از مطالعات اولیه درباره بازار کودکان است. الگوی ارائه شده در این پژوهش میتواند به عنوان مبنایی برای توسعه آموزش بازار کودکان استفاده شود.
Introduction: The purpose of this research was to provide a model for teaching children's market development with a market-oriented approach in Iran. research methodology: This article was applied in terms of purpose and qualitative in terms of research method, based on foundational data method. It was an in-depth interview with 18 samples. It included: scientific experts in the fields of marketing and practical experts and managers in the fields of children's markets Sampling was based on the snowball method. Data collection continued until the limit of theoretical saturation. Also, the analysis of the research data was done in the form of open coding, central coding and selective coding. Findings: The findings of the research showed: child education in the family and community and training of active personnel and managers in the field of children's market are effective as background conditions in the children's market. The economic aspect causes an increase in income, the prosperity of the business environment and the development of the children's market The social dimension increases satisfaction and creates a favorable image as the consequences of this market. Conclusion: this research is one of the first studies about the children's market by using the Foundation's data method. The model presented in this research can be used as a basis for the development of children's market education.
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