بررسی پایش رابطه ابعاد سواد فناوری اطلاعات و ارتباطات کارشناسان بازاریابی صنایع تولیدی با میزان موفقیت آنان در بازاریابی

نویسنده
گروه مدیریت بازرگانی، دانشکده مدیریت، دانشگاه آزاد اسلامی، واحد شهر قدس، تهران، ایران.
چکیده
هدف: این پژوهش با هدف آگاهی از رابطه پایش، بین مؤلفه‌های سواد اطلاعاتی کارشناسان بازاریابی صنایع تولیدی با میزان موفقیت آنان در بازاریابی با میزان موفقیت آنان در بازاریابی به انجام رسیده است.

روش پژوهش: روش پژوهشی توصیفی - پیمایشی از نوع همبستگی است. جامعه آماری پژوهش کلیه کارشناسان بازاریابی صنایع تولید مواد غذایی شهر تهران است که دلیل وسعت جامعه آماری تعداد ۳۸۴ از آنان بهعنوان نمونه انتخاب شدند. برای گردآوری دادههای مربوط به سواد اطلاعاتی از پرسش‌نامه سواد فناوری اطلاعات و ارتباطات کاتز و مکلین (۲۰۰۷) و برای سنجش میزان موفقیت کارشناسان در امر بازاریابی از پرسش‌نامه محقق ساخته استفاده شده است. پایایی کلی پرسش‌نامه سواد اطلاعاتی بر اساس فرمول ضریب آلفای کرونباخ ۷۸/. و پایایی پرسش‌نامه محقق ساخته ۷۲/ ۰برآورد گردید.

یافته: برای تجزیه‌وتحلیل دادهها در بخش آمار استنباطی بر ضریب همبستگی از فرمول پیرسون و برای تعیین نرمال بودن دادهها از آزمون کلموگروف اسمیرنف استفاده شده است.

نتیجه‌گیری: نتایج حاصل از پژوهش نشان داد که بین سواد فناوری اطلاعات و ارتباطات و هریک از ابعاد آن (شرح‌دادن، دستیابی، ارزشیابی، مدیریت‌کردن، ترکیب‌کردن، خلق‌کردن و ارتباط برقرارکردن) با میزان موفقیت کارشناسان در امر بازاریابی رابطه وجود دارد.
کلیدواژه‌ها

عنوان مقاله English

Investigating the relationship between the dimensions of information technology and communication literacy of marketing experts of manufacturing industries with their success rate in marketing

نویسنده English

Mahmmoud Ahmadisharif
Business Management Department, Faculty of Management, Islamic Azad University, Quds-Tehran-Iran.
چکیده English

Purpose: This study was conducted to know the relationship between monitoring the relationship between information literacy components of marketing experts in manufacturing industries with their success rate in marketing and their success rate in marketing.

Methodology: The research method is a descriptive survey of correlation type. The statistical population of the study is all marketing experts of food production industries in Tehran, due to the size of the statistical population, 384 of them were selected as a sample. Katz and McLean's (2007) ICT questionnaire was used to collect information related to information literacy and a researcher-made questionnaire was used to measure the success of experts in marketing. Overall reliability of the Information Literacy Questionnaire based on Cronbach's alpha coefficient formula / 78. And the reliability of the researcher-made questionnaire was estimated to be 0.72.

Findings: Pearson's formula was used to analyze the data in the inferential statistics section on the correlation coefficient and Kolmogorov-Smirnov test was used to determine the normality of the data.

Conclusion: The results of the study showed that there is a relationship between ICT literacy and each of its dimensions (describing, achieving, evaluating, managing, combining, creating, and communicating) with the success of experts in marketing. has it.

کلیدواژه‌ها English

Information Literacy
Marketing
Marketing Experts
Manufacturing Industries
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