advanced theory and practice in sport marketing - Marshalls University

Panels represent a group of individuals who have agreed to being involved
with market research studies at periodic intervals to measure changes over time
with a consistent sample. Panels may be continuous or discontinuous.
Continuous panels are asked the same questions repeatedly over the period,
hence tracking trends related to the specific objective. Discontinuous panels
vary the questions asked, therefore allowing the researcher to track various
related topics within a specific research area.
Market tracking studies do very much the same as panels, but without the
human interaction. These studies measure one or more variables over a period
of time using data available from other research studies.
Causal Sources of Information
Test Marketing
Most experiments in sport marketing take place in the real world. A common
phrase utilized in sport marketing to describe these field experiments is “test
marketing.” Test marketing usually involves determining the sales potential of
a new product or service, or the acceptance of a product previously entered
into the marketplace. Test marketing for sport organizations often centers on
the variability of the sport marketing mix and how changes may influence
future sales.
Test marketing can take place via normal distribution channels, but because
of the lack of time and resources, these experiments are usually outsourced to
research firms who will conduct testing in one of the three ways. Controlled
testing is where distribution of information or products will be through the
research firm’s predetermined number and type of distribution network. Electronic
testing is a limited methodology involving a panel of sport consumers carrying
a card that they present when making a purchase (or obviously their lack of
product purchase). The information is then fed into a computer and results
compiled. Simulated testing is even more limited in the fact that a small sample
of data is collected from consumers, assumptions about the specific population
made, and information about generic marketing programs collected. All
the information is then put into a theoretical model, and likely results of sales
volume and product interest are generated.
Secret Shopping/Mystery Shopping
Secret shopping (also known as mystery shopping) is a tool utilized in market
research to investigate products and services of competitors by sending individuals
to act as buyers. Usually what happens is a sport organization wants to
measure the level of service offered by a competitor, or needs to collect data
about specific products. The sport marketing professional will hire individuals
to either act as shoppers or legitimately shop on behalf of the organization in
return for either payment or the opportunity to keep what they purchase. Secret
shoppers are: provided with the expected behaviors to be exhibited, questions
and/or complaints to discuss, specific purchases to be made, and data to be
recorded. Sport organizations then use this information to adjust pricing, modify
services, or justify the methods already being utilized.
50 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING