A research on market segmentation of Turkish non-voters in Germany

The mixed method was used in this research aiming at examining the non-voting behaviours of Turkish Republic citizens who have the qualifications of voters living in Germany in terms of political marketing. The sample of the study consists of 1004 voters from 13 electoral districts in Germany by sampling method according to the quota. Both qualitative and quantitative data were utilized for the purpose of the research. In the research, it was aimed to develop a scale that is generalizable to the universe through the data obtained from qualitative methods. The data in this context were obtained through face-to-face interviews and the scale developed by the researcher was used to cluster the voters with homogeneous characteristics and then to differentiate the voter features separating the clusters from each other. In the qualitative purging process the data were obtained through semi-structured interviews. In the quantitative dimension of the study, the data were obtained through a questionnaire consisting of three groups of questions. Descriptive analysis was carried out in the qualitative research approach part of the study. In the quantitative part of the study, Cronbach Alpha coefficient which is an internal consistency calculation approach was carried out for construct validity, exploratory and confirmatory factor analysis for construct validity, correlation analysis between dimensions for adaptability validity, expert opinion for scope validity and reliability study was used. In the quantitative part of the study, explanatory and confirmatory factor analysis was used for construct validity, analysis of correlation between dimensions was used for adaptation validity, expert opinion was used for content validity and Cronbach Alpha coefficient which is an internal consistency calculation approach was used for reliability study. As voters who did not vote, clustering analysis method was used to partition among the participants. Discriminant analysis was used to determine which variables best distinguished the set of voters determined by the clustering analysis and to determine the possibility of voters being assigned the correct set of clusters. As a result of the analyses made in this context, it can be said that the clusters formed provide a strategic political marketing technique that can be used to increase the participation of the Republic of Turkey citizens who have the voting qualities in Germany.