advanced theory and practice in sport marketing - Marshalls University

out the questionnaire. Sport marketing researchers would design and post the
survey via the website, and the responses would be tabulated and forwarded by
the Internet site company. Some of the most popular sites to use for surveys today
are www.surveymonkey.com; www.zoomerang.com; www.surveyshare.com; and
www.websurveyor.com.
Two other methods of computer-administered survey are computer-assisted
telephone interviews (CATI) and fully computerized interviews. CATI is where
the survey questions pop up on a computer screen, the interviewer reads the
question to the respondent, the respondent gives the answer, and the interviewer
enters the answer into the computer. Fully computerized interviews take
the interviewer out of the equation. The respondent sits at the computer, questions
show up on the screen, and the respondent enters their answer directly
into the computer for tabulation.
SUPER BOWL MARKET RESEARCH
Claria is a pioneer and leader in behavioral marketing and personalization
technology. Claria’s proprietary behavioral marketing platform provided
consumers with relevant content and offers based on their ordinary Web
browsing and search behavior. Since its inception in 1998, Claria has served
millions of online consumers and more than 1000 advertisers. By November
1999, Claria had revolutionized the online advertising industry by introducing
its contextual and behavioral relevant online advertising model. A highly
effective alternative to demographic targeting, this advertising method
resulted in unparalleled ROI for advertisers.
One of Claria’s former divisions (Feedback Research) provided full-service,
custom marketing research programs and in-depth analytics of anonymous
consumer Web usage patterns across a broad spectrum of the Internet.
Feedback Research offered a breakthrough way of communicating one-toone
with tens of millions of consumers. Through the power of behavioral
targeting, Claria was able to gather data from hard-to-reach consumers
targeted based on their actual, not self-reported, online behavior.
Claria, through its Feedback Research division, conducted an independent,
non-sponsored research study of its user base around advertising and sponsorship
activities associated with the Super Bowl. The data Claria generated
was comprised of Web analytics, where it analyzed Web traffic among the
GAIN Network user base from December 1, 2003 through February 1, 2004
for all official NFL team Websites, popular football content sites (NFL.com;
Superbowl.com; ESPN NFL; Yahoo! Sports NFL; and Sportsline NFL), and
Super Bowl television advertiser sites. Search terms that were relevant to the
NFL football and the Super Bowl were also monitored. The GAIN network was
comprised of consumers who had agreed to become part by of the service,
which allowed the user to receive more advertising (pop-up and banner ads)
by choosing to download software that was supported by online advertising.
Because there was a significant scale and a wide variety of applications
54 ADVANCED THEORY AND PRACTICE IN SPORT MARKETING