PAZARLAMA ÇEVİKLİĞİ ÖLÇEĞİNİN TÜRKÇEYE UYARLANMASI (GEÇERLİLİK VE GÜVENİLİRLİK ÇALIŞMASI).

In this study, the Marketing Agility scale developed by Zhou J., Mavondo F. and Saunders S.G. (2019) was adapted into Turkish. For language validity, the grammar and sentence structures of the scale items were examined by two academicians who are experts of English, and the translation was checked with the back translation method. The relationship of the scale items with the concept and their suitability to Turkish culture were checked, a questionnaire form has been created. The scale was analyzed with reliability and validity analysis. With the Explanatory Factor Analysis, the sub-dimensions of Marketing Agility were determined as four factors as proactivity, responsiveness, flexibility and speed. According to the results of EFA, the KMO value was found to be 0.834, and the four-factor scale explained 55.088% of the total variance. The model fit was retested by Confirmatory Factor Analysis of the item-factor structure obtained from the EFA. The four-factor structure of the Marketing Agility scale was confirmed, and the validity of the item-structure relationship was supported by four factor and 15 items. The reliability of the scale was found to be a=0.813. Accordingly, it has been determined that the Marketing Agility scale is a reliable and valid measurement tool. [ABSTRACT FROM AUTHOR]