Sports marketing - chapter 3

sports maketing research

the systematic process of collecting, analyzing, and reporting information to enhance decision making throughout the strategic sports marketing process

problem definition

requires the researcher to specify what information is needed to assist in either solving problems or identifying opportunities by developing a research problem statement

research problem statement

if the research addresses the correct problem or opportunity and seeks to properly define the problem or opportunity, then the project could be successful

research objectives

describe the various types of information needed to address the problem or opportunity

research proposal

is a written blue print that describes all the information necessary to conduct and control the study

research design

is the framework for a study that collects and analyzes data

exploratory designs

are helpful when research problems are not well defined

descriptive designs

if the research problem is more clearly defined, then a descriptive design is used. A descriptive design type describes the characteristics of a targeted group by answering questions such as who, what, where, when, and how often.

causal designs

They are useful when problems are clearly defined. more specifically, causal designs examine whether changing the level of one variable causes the levelof another variable to change

dependent variable

is the variable to be explained, predicted, or measured

Independent variable

is the variable that can be manipulated or altered in some way or prepared whether to advertise at all

concomitant variation

involves the extent to which the cause and the effect vary together

data collection techniques

can be broadly categorized as secondary or primary

secondary data

refers to data that were collected eariler but are still related to the research question

primary data

are information gathered for the specific research question at hand

focus group

is a moderately structured discussion session held with eight to ten people

Projective techniques

refers to any of a variety of methods that allow respondents to project their feelings, beliefs, or motivation onto a relatively neutral stimulus

cross-sectional studies

surveys that are considered “snapshots“ and describe the characterisitcs of a sample at one point in time

longitudinal study

if a researcher wanted to investigate an issue and examine responses over a longer period of time

experimentation

is research in which one or more variables are manipulated while others are held constant; the results are then measured

test marketing

is traditionally defined as introducing a new product or service in one or more limited geographic areas

simulated test market

the problem of cost, time, and competitive reaction may be alleviated by means of a more nontradition test market approach

questionnaire design

the information requirments must be specified,

pretest

can be thought of as a “trial run“ for the questionnaire to determine if there are any problems in interpreting the questions

sample

is a subset of the population of interest from which data are gathered that will estimate some characteristic of the population

non probability sampling

is that the sample units are chosen subjectively by the researcher

probability sampling

are objective producers in which sample units have a known and nonzero chance of being selected for the study

convenience sampling

are also called accidental sampling because the sampling units are chosen based on the “convenience“ of the researcher

judgment sample

thye chosen subjectively and based on the judgment of the researcher, they best serve the purpose of the study

quote sampling

may also be used to address the research problem

Describe the 3 criteria for a marketing-oriented organization. 

One way of demonstrating a marketing orientation is to gather information used for decision-making.

Another way of establishing a marketing orientation is to disseminate information and share the marketing information with those responsible for making decisions.

Marketing research is viewed as an essential element of marketing-oriented organizations

What are the 3 issues that emerge from the definition of sports marketing research?

First, marketing research must be systematic in its approach. Systematic research is both well-organized and unbiased.

Second, the marketing research process involves much more than collecting data and then reporting it back to decision makers.

Third, the importance of marketing research is found in its ability to allow managers to make informed decisions.

How can marketing research be used in the “control” phase of the strategic sports marketing process?

How can the information be used to better understand consumers

Where can secondary data be found?

- government reports and documents

- standardized sports marketing information studies 

- trade and industry associations

- books, journals, and periodicals

State one limitation of government sources of secondary data.

They are generally more useful for looking at national or global trends in the marketing environment