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Makale Özeti:
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The purpose of this study was to define and better understand business school students’
opinions and preferences on the design of a mobile marketing education application. To
accomplish this purpose an explanatory mixed methods study design was used and the data
was collected sequentially. First, a questionnaire was conducted with 168 business school
students from Anadolu University to define their learning styles. The learning orientation
questionnaire produced five factors: visual, auditory, dependent, collaborative, and reading
& writing learning styles. In the second phase of the study, semi-structured in depth
interviews were conducted with nine graduate students at Anadolu University to better
understand their preferences and explore their opinions on the mobile application. After the
coding process three themes emerged: learning styles, content, and tools. Added to these
themes, eight motives for the use of a mobile marketing education application were also
identified.
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