Publication: Üniversite öğrencilerinde düzenli spor anlayışının yerleştirilmesinde sosyal pazarlamanın etkisi
Abstract
Bu araştırmanın amacı, sosyal pazarlama yaklaşımının üniversite öğrencilerinde düzenli spor anlayışını yerleştirmedeki etkisini araştırarak, toplumların geleceği olarak varsayılan gençler arasında düzenli sporun yaygınlaştırılmasına yönelik çabalara ışık tutacak ve çabaları destekleyecek sosyal pazarlamayla ilgili yeni öneriler ortaya koymaktır. Araştırmada düzenli spor anlayışını yerleştirmek üzere sosyal pazarlamayı temel alan bir kampanya planlanmıştır. Kampanyaya ilişkin uygulamalar 03.03.2003-09.05.2003 tarihleri arasındaki 10 hafta boyunca devam etmiştir. Kampanyanın hedef kitlesi, Abant İzzet Baysal Üniversitesi'nde gündüz öğrenim gören 1. sınıf öğrencileri olmuştur. Araştırmaya dahil olan öğrenci sayısı ön testte 594, son testte 457'dir. Verilerin toplanmasında araştırmacı tarafından geliştirilen Düzenli Spora Yönelik Tutum Ölçeği (Cronbach alpha= .92) ve ölçekle birlikte iki ayrı bilgi toplama formu kullanılmıştır. Grubun ön test-son test karşılaştırmalarında bağımlı ve bağımsız gruplar t testi ile tek yönlü varyans analizi kullanılmıştır. Bilgi toplama formlarından elde edilen verilerin analizinde frekans ve yüzde dağılımlarından yararlanılmış, açık uçlu sorulardan elde edilen veriler benzer başlıklar altında toplanarak nitelendirilmeye çalışılmıştır. Sonuç olarak, uygulamalar sonunda hedef kitledeki öğrencilerin düzenli spora yönelik tutumları arasında anlamlı fark tespit edilmiştir (p<0.01). Düzenli spora yönelik tutumlar arasında cinsiyete göre bir farklılık tespit edilirken (p<0.01), spor yapma durumu, fakülte ve bölüme göre farklılık tespit edilmemiştir. Açık uçlu soruların neticeleri öğrencilerin bir bölümünün düzenli spora yönelik olumlu tutumlar geliştirdiklerini göstermiştir. 2.
THE EFFECTS OF SOCIAL MARKETING ON UNDERSTANDING THE IMPORTANCE OF REGULAR SPORTS TO UNIVERSITY STUDENTS The purpose of the study was to examine the effects of social marketing approach on understanding the importance of regular sports practices to university students, so that recommendations on social marketing contributing to the studies on promoting regular sports among youth, who are considered the future of societies, could be given . In the study a campaign, based on the social marketing to adopt regular sports understanding, was planned. Implementation continued for 10 weeks during the period of 03.03.2003-09.05.2003. The target audiences were the first year students at Abant Izzet Baysal University. The number of subjects in pre-test was 594 and 457 in post-test. Data was collected by University Students' Attitude Scale Towards Regular Sports Understanding (Cronbach alpha = .92) and two other questionnaire forms prepared by the researcher. Dependent and independent group's t test and One-way ANOVA were used in the comparison of the pre-test and post-test results of the groups. Frequency analyses were used to analyse the data gathered from questionnaire forms and the data collected from the open-ended questions was categorised. As a result, significant difference was found among the attitudes towards regular sports of target audiences at the end of the implementations (p<0.01). There was a significant difference between the attitudes towards regular sports according to the gender (p<0.01), however no significant difference was found according to practising sports, faculty and department. The results of the open-ended questions showed that some of the students developed positive attitudes towards regular sports.
THE EFFECTS OF SOCIAL MARKETING ON UNDERSTANDING THE IMPORTANCE OF REGULAR SPORTS TO UNIVERSITY STUDENTS The purpose of the study was to examine the effects of social marketing approach on understanding the importance of regular sports practices to university students, so that recommendations on social marketing contributing to the studies on promoting regular sports among youth, who are considered the future of societies, could be given . In the study a campaign, based on the social marketing to adopt regular sports understanding, was planned. Implementation continued for 10 weeks during the period of 03.03.2003-09.05.2003. The target audiences were the first year students at Abant Izzet Baysal University. The number of subjects in pre-test was 594 and 457 in post-test. Data was collected by University Students' Attitude Scale Towards Regular Sports Understanding (Cronbach alpha = .92) and two other questionnaire forms prepared by the researcher. Dependent and independent group's t test and One-way ANOVA were used in the comparison of the pre-test and post-test results of the groups. Frequency analyses were used to analyse the data gathered from questionnaire forms and the data collected from the open-ended questions was categorised. As a result, significant difference was found among the attitudes towards regular sports of target audiences at the end of the implementations (p<0.01). There was a significant difference between the attitudes towards regular sports according to the gender (p<0.01), however no significant difference was found according to practising sports, faculty and department. The results of the open-ended questions showed that some of the students developed positive attitudes towards regular sports.