ارائه الگویی برای آموزش توسعه بازار کودکان در ایران

دوماهنامه علمی - پژوهشی رهیافتی نو در مدیریت آموزشی

مقاله 3، دوره 13، شماره 6 - شماره پیاپی 58، بهمن و اسفند 1401، صفحه 39-50   

نوع مقاله: مقاله پژوهشی

شناسه دیجیتال (DOI): 10.30495/jedu.2022.26591.5309

نویسندگان

بیتا نیک نژاد¹؛ پرویز سعیدی^{* 2}؛ امیر اخوان فر³

¹دانشجوی دکتری گروه مدیریت بازرگانی- بازاریابی، واحد علی آباد کتول، دانشگاه آزاد اسلامی، علی آباد کتول، ایران

²دانشیار گروه مدیریت، واحد علی آباد کتول، دانشگاه آزاد اسلامی ، علی آباد کتول ،ایران

³استادیارگروه مدیریت، دانشگاه پیام نور تهران، ایران.

تاریخ دریافت: 30 آبان 1399،  تاریخ بازنگری: 04 دی 1399،  تاریخ پذیرش: 08 بهمن 1401 

چکیده

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.
 

کلیدواژه‌ها

آموزش؛ بازار کودکان؛ بازار‌گرایی؛ نظریه داده بنیاد

عنوان مقاله [English]

Provide a pattern for teaching the development of the children's market in Iran

نویسندگان [English]

Bita Niknezhad¹؛ parviz saeidi²؛ Amir Akhavanfar³

¹Ph.D. Candidate. Department of Business-Marketing Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran.

²Associate Prof, Department of Management, Aliabad Katoul Branch, Islamic Azad University, Aliabad Katoul, Iran.

³Assistant Prof of Management faculty, Payame Noor University, Tehran, Iran.

چکیده [English]

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.

کلیدواژه‌ها [English]

Education, Children's market, Market orientation, Grounded theory

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