advanced theory and practice in sport marketing - Marshalls University

in sport marketing. Inclusive of this will be an analysis of the sport marketing
research process including the development and implementation of focus group
research, survey research, and experimental studies; the identification, retrieval,
and analysis of secondary data; the utilization of qualitative and quantitative
research methodologies; and the application of the research method. The chapter
will conclude with a description of research services within sport marketing
research, including but not limited to studies of customer satisfaction, economic
impact, need assessment, organizational behavior, and risk assessment.
Specifically, the reader will be able to:
■ Recognize the purpose and uses of sport marketing research.
■ Distinguish between the steps of the sport marketing research process,
including realizing the importance of each step and the development process
associated with those steps.
■ Know the variety of research services in sport marketing research and how to
access them.
■ Understand the difference between sport marketing research and online sport
marketing research.
WHAT IS SPORT MARKETING RESEARCH?
Sport marketing research is the collection and analysis of information about
sport consumers, market niches, and the effectiveness of sport marketing initiatives.
This is accomplished by first identifying and defining market opportunities
and threats, and then designing, implementing, managing, and evaluating
marketing actions via the marketing plan. Sport marketing research is a 10-step
process as follows:
1. Determining the need for sport marketing research
2. Defining the problem
3. Establishing sport marketing research goals and objectives
4. Choosing the appropriate research methodology
5. Identifying sources of information and determining methods for
collecting data
6. Designing data collection forms
7. Determining sample size
8. Collecting data
9. Examining data and drawing conclusions
10. Preparing and presenting the final research report
SPORT MARKETING RESEARCH PROCESS
Determining the Need for Sport Marketing Research
Research is needed for many purposes within sport marketing. In some cases,
research is conducted when there is a lack of information about what is going
42 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING