Özet:

  In this study, the reflections of paradigm shift in the field of management and marketing which shows itself in scientific research methods as a transition from quantitative to qualitative methods, were examined. In this context, the concept of paradigm in science, positivist and postpositivist paradigms and their effects in social sciences were discussed. In direction of the study purpose, master theses that were written in the fields of management and marketing between the years 1990-2005 at Gazi University Institute of Social Sciences were examined by content analysis method. As a result, it was determined that within 15 year-period of time theses carried out by quantitative methods were more than those done by qualitative methods and the number of theses conducted by qualitative methods has not increased. In addition, the lack of variety with regard to the study purpose, research designs and data collection methods in the theses carried out by qualitative methods was another noticeable result.   

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