funsportmar1-5

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Fundamentals

of Sport Marketing Auxiliary Materials


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Chapter 1

The Sport Business Industry


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Some Segments of theSport Business Industry

Sports tourismSporting goodsSports apparel

Amateur participant sportsProfessional sportsRecreationHigh school and college athletics

Outdoor sportsSport marketing firmsSports sponsorship industrySports-governing bodies


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Industry

An industry, as defined by Porter (1985),is a market in which similar or closelyrelated products are sold to buyers (p.233).

Some industries may contain only oneproduct (e.g., the tennis racket industry) ora variety of products (e.g., the sportinggoods industry


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Products inthe Sport Industry

ParticipationEntertainment

Equipment and apparelPromotional itemsSport facilities

Marketing researchManagement services


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Sport Defined

Sport , as used in contemporary sportmanagement and in relation to the sportbusiness industry, denoted all people,activities, businesses, and organizationsinvolved in producing, facilitating,promoting, or organizing any sport

business, activity, or experience focusedon or related to fitness, recreation, sports,sports tourism, or leisure.


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Sport Management Defined

Sport Management is the study andpractice of all people, activities,businesses, or organizations involved inproducing, facilitating, promoting, ororganizing any sport-related business orproduct.


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Some examples of the types of productsoffered in the sport industry:

sports as participation product sports as spectatorial product

(entertainment) equipment and apparel promotional merchandise sports facilities as sport products service businesses recreational activities complete management and marketing

professional services sport media businesses products


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Sport Industry Defined

The sport industry is the market in which thebusinesses and products offered to its buyersare sport related and may be goods, services,people, places, or ideas.


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The sportindustry is a

BIG business!In 1995, a studyshowed the sportbusiness industry to bea $152-billion dollarindustry and the 11thlargest industry in theUnited States. That

represents a 242%increase, indicating thatthe industry has grownalmost 2 1 2 timeslarger in 10 years.


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Sport Industry Segments,1987 88


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How to Keep Up With

the Latest in the IndustryRead trade or business magazines,

journals, newsletters, and Internet sites

Attend sport business conventions orexhibitionsObtain research from sport marketing

firmsRead local or national news publications


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I. People

1. Constant Human Interest in Sportsand Recreation. People spend money on cost of admission to the activity, on items needed to participate, and on merchandise.

2. Increase in Sport Business AmongDiverse Market Segments There has been significant growth to

accommodate different populations.


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II. Sports Activities and Events: Sports,Recreation, Fitness, Leisure,

Sports Tourism1. Constant Increase in the Number of

New and Different Sports,Recreational, and Fitness Activities,

and Events2. Consistent Growth in the Offering of

Traditional Sports 3. Constant Increase in the Number and

Type of Professional Level Sport,Fitness, and Recreational Activities

4. Increase in Sports Tourism and Adventure Travel Products


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III. Sporting Goods

1. Increase in Sporting Goods and ApparelDesigned for the Diversity of Marketsand Their Demands

2. Influence of Technology on Sport-Related Goods, Services, and Training

The sporting goods industry is one of thelargest segments of the sport businessindustry because people must have equipmentand apparel in order to participate in mostsports activities.


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IV. Facilities, Sports Medicine,and Fitness Training

1. Increase in the Number and Type ofSports Facilities and Events

2. Movement of Facilities From Single-purpose to Multi-Sport and Full-ServiceFacilities

3. Constant Increase in the Amount and

Types of Sports Medicine and FitnessTraining Services


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V. Commercialization andMarketing of Sport

1. Packaging of Sport as an Entertainment Product2. Increased Marketing and Marketing Orientation in

the Sport Business Industry

3. Increased Understanding and Knowledge ofConsumers of the Sport Business Industry 4. Promotion Perfection as the Goal for Sport

Marketing Professionals 5. Growth of Corporate Sponsorship 6. Increased Endorsements 7. Growth in Importance of Licensing and

Merchandising


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VI. Sport Industry ProfessionalService Businesses

1. Extraordinary Growth in ServiceBusinesses for the Sport Industry

To match the development of thesport industry, service businesseshave arisen to provide legal

representation, consulting, andresearch, marketing, and financialservices.


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VII. The Sport Industry, Media,and Sports Media

1. Sport Industry Benefits of Mass MediaExposure- Exposure to TV, the radio, and the Internet has

increased popular interest in sports and the sport

industry.2. Sports Activities and Events as a Popular

Entertainment Product3. Constant Increase in Television and Radio

Coverage4. Increase in the Number and Variety ofMagazines, Trade Magazines, and AcademicJournals Devoted to Sport

5. The World Wide Web


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VIII. Sport Industry Education1. Increase in Sports and Sport BusinessEducation for Executives, Administrators,

Athletes, and Other Personnel

Sport education is directed towards Participants Officials, coaches, trainers, producers, and

promoters of sports events Producers and promoters of sports events

2. Increase in Competency of SportManagement Professionals

3. Increased Prevalence of Sport Managementas an Academic Discipline and a Career


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The Organizationof the Sport Industry


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Chapter 1 Questions1. What is the sport business industry? Give

some examples.2. Describe the size of the sport industry in

dollars.3. What is sport management?4. What is the North American Society for

Sport Management?5. What are the many factors that influence

the growth and development of the sportindustry? Give examples and explain howeach factor influences the industry. Whyis it important to know this?


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Learning Activities

1. Create a list of sport industry businesses,organizations, clubs, and other enterprises inyour city or community. Categorize everythingaccording to the three sport industry segmentscreated by the Pitts, Fielding and Miller (1994)model: sport performance, sport production,and sport promotion.

2. For each item on your list, list the jobs withineach.

3. For each item on your list, list the sportproducts offered to the consumer.4. Write to the North American Society for Sport

Management and ask for information about theorganization.


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Learning Activities (contd)

5. Subscribe to sport management-related journalssuch as the Journal of Sport Management, SportMarketing Quarterly , and the Seton Hall Journalof Sport Law . Read and summarize the studiesyou find in the journals. Describe how sportmanagement and sport marketing professionalscan use the information.

6. With a group, create a list of 10 very differentproducts offered in the industry. Determinewhich industry segment of the Pitts, Fielding andMiller model each product falls into and why.


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Chapter 2

Historical Eras in Sport Marketing


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Hillerich & Bradsbys Marketing Plan

In 1921, Hillerich & Bradsby Co. (H & B), producer of theLouisville Slugger baseball bat, became the industrialleader in baseball bat production. H & Bs market positionresulted from the implementation of a market plan. Themarket plan included an analysis of external and internalforces.

External Forces (Macromarketing)1. Increased market size.2. Market growth rate.3. Industrial profitability.4. Government policy change.5. Resource availability.

6. Technological change.

7. Economies of scope.8. Economies of scale.9. Buyer preferences for

differentiated products.

10. National economy.


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Hillerich & Bradsbys Marketing Plan(contd)

Internal Responses (Micromarketing)1. Product2. Place3. Price4. Promotion

A competitive marketing plan mustconsider external forces that affect thewhole industry and develop internalresponses that enable the company toget and keep customers.


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Historical Eras In Sport Marketing


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The Era of Origins: 1820 1880

Sport marketing micro activities existed before 1880:

William Fullers tactics in promoting boxing in Charleston,South Carolina during 1824 was the beginning.

Michael Phelans promotion of billiards and billiard tablesduring the 1850s and 1860s marked a significant advanceover earlier boxing promotions.

The commercialization of baseball began with thecharging of an admission fee for a series of all-starmatches between New York and Brooklyn played atthe Fashion Course in 1858 (Goldstein, 1989).


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The Era of InstitutionalizedDevelopment: 1880 1920

During the period of Institutionalized Development,sport products were branded and trademarked.

Distribution activities and initiatives changedbetween 1880 and 1920. Producer- owned branchhouses, begun in the 1860s by companies likeBrunswick, became widespread after 1900 ascompanies took over wholesale and retail functionsin order to circumvent antitrust laws and control

distribution. After 1880, sporting goods manufacturers and sport

promoters began to develop the relationshipsbetween product quality and price and marketsegmentation and sales.


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The Era of InstitutionalizedDevelopment: 1880 1920 (contd) Promotional activities expanded in volume and intensity between

1880 and 1920 and became more highly organized. Market growth in terms of increased population was tremendous

between 1880 and 1920. Population expansion and concentration were accompanied by a

significant increase in discretionary money.


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The Era of InstitutionalizedDevelopment: 1880 1920 (contd)

Improvements in the standard of living andan increase in spending money made sportincreasingly available among Americans.


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The revolution in distribution made possible by therailroad was also influenced by the telegraph andthe telephone.

Technological changes influenced the production ofcertain kinds of sporting goods.

The advent of the 10 -cent magazine between 1885and 1905 added another external force for sportmarketers to use and contend with.

The increased production capacity ofmanufacturers, the revolution in distribution andcommunication, and the revolution in advertisingmade economies of scale possible and necessary


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Economies of Scale: The decrease in unitmanufacturing cost that is due to massproduction.

Economies of Scope: an economic theorystating that the average total cost of productiondecreases as a result of increasing the number ofdifferent goods produced.

Economies of scope became common after the creation ofThomas E. Wilson Company in 1913.


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Extremes Within the Industry: 1899 1905


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Sporting Goods Industry1899 1905 (N = 516)


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The Era of Refinement andFormalization: 1920 1990

Increased popularity and diversification of sportinterests have increased market size.

Industry profitability has fluctuated through turbulentperiods.

Government policies have also influenced sportmarketing.

Technological changes have influenced both how andfrom what materials sporting goods are made.

Economies of scale have been made possible by newmaterials and new manufacturing techniques, newand more economic forms of transportation, and newand more effective forms of communication


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Chapter 2 Questions1. Identify three ways in which sportmarketers contributed to a growing sport

market between 1820 and 1880.

2. What problems did Fuller encounter whenattempting to market boxing in the early1820s?

3. Were advertisements used to market thegame of baseball in the 1860ssignificantly different from the modernadvertisements used to market baseball?


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Chapter 2 Questions (contd)

4. List 10 characteristics associated with theEra of Institutionalized Development andelaborate on their significance.

5. By what year did most all medium andlarge sporting goods companies havetheir own sales force?

6. During what stage of the product lifecycle does the sporting goods industryoccupy between 1880 and 1920? Defend

your answer.


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7. Elaborate on the contribution the railroad,telegraph, and telephone provided tosport marketing.

8. Elaborate on the impact of technologyduring the Era of InstitutionalDevelopment.

9. How does a competitors advertising helpto sell sport? Elaborate.

10. Elaborate on how both economies ofscale and economies of scope canfacilitate marketing efforts.


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11. How did vertical integration facilitateSpaldings marketing efforts?

12. Identify the five reasons attributed toSpaldings success in the 1920s. Whywere these factors important toSpaldings success?

13. Spalding has a significant learning curveadvantage. Explain.


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Chapter 3The Global Market

for the Sport Industry


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The Four Steps in theUS Customs Process

1. Filing of the appropriate entry documents2. Inspection and classification of the goods

3. Preliminary declaration of value4. Final determination of duty and payment

The easiest and least complicated avenueavailable for entering international markets

is exporting.


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International Economics and Finance

Managers should look for banking institutions thatcan

1. Move money from banks in one country to banks inanother through wire transfer.

2. Handle export financing through personnel in their internaldepartment.

3. Arrange for collections and payments in variouscurrencies.

4. Process foreign currency through exchange conversion atthe lowest possible rate.

5. Issue and process letters of credit to guarantee paymentsand collections from clients.


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International Economics and Finance(contd)

To avoid a common sport marketers nightmare,dont take foreign currency in payment for an

account and consider using countertradeagreements.

Tuller (1991) recommends the following guidelinesfor using the global banking system:

1. The education process Get up to speed ininternal finance as soon as possible. Take a collegecourse in international finance. Spend some timewith the head of the international department of aregional bank.


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Tullers Guidelines (contd) 2. Read, read, read The fastest way to learn about

global banking and develop global financialmentality is to read everything available on thesubject.

3. Choosing a commercial bank Determine whichlocal bank has an international department.Interview the department manager.

4. Experiment Open a foreign bank account.Transfer small amounts back and forth.Incorporate exchange rate variances in

forecasts even if you have to use fictitiousentries.

5. Conquer the big boy syndrome The more aperson investigates global banking the more onerealizes it is not just for the big boys. (p. 221)


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Trade RegulationsTrade regulations often affect sports organizations:

In 1994, the United States, Mexico, and Canadaentered into the North American Free Trade Agreement

(NAFTA), which reduced and eliminated manypreviously imposed tariffs. Free -trade agreements also affect sport-related

corporations in terms of liability costs, discouragingthem from relocating to foreign countries for cheaperlabor.

The formation and liberalization that took place withthe European Union (EU) in 1992 also brought manychallenges and opportunities in sport.


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Trade Regulations (contd) Concerns for sport organizations:

the free movement of labor - Both the Single Europe Act of 1986 and

Article 48 of the 1957 Treaty of Rome statedthat residents of member States have theright to work and live in other member Statesand that a free movement of goods, services,

persons, and capital must be ensured.

sports equipment-e.g., safety codes differ between countries


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International Marketing Structure

The structure of international marketing incontrast to that of domestic sport enterprisescontains more similarities than differences.

Probably the most difficult aspect of foreigntrade is customs. If you are dealing in sports

goods and products, successfully negotiatingthe customs system is key to your success.

Another difference in international marketing isthat in many countries, government ownedbusiness can compete with privately heldcompanies.


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The Global Sports Structure

A precursor to involvement in international sportmanagement is a thorough understanding of the globalsport environment.

Each specific sport is governed by an internationalfederation for that sport.

These federations work very closely with the IOC in staging

the Olympics, but have as their main purpose setting rulesand regulations for their sports and conducting the worldchampionships in their sport on a yearly basis.

l b l k l d


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Global Market Selection andIdentification

Japan and Asia

With the endless debate over Japans high tariffs,complex system of distribution and sales, andgovernmental reluctance to encourage foreign businessactivity, sport marketers have not generally beensuccessful.

Asia, as a geographic and social region, is extremelydiverse. Social and political conditions affecting sportvary considerably from predominantly Muslim nationssuch as Malaysia to the socialist ideology in the PeoplesRepublic of China.


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Eastern and Western Europe

The dynamic changes with the formation of theEuropean Union have in some ways helped sportmarketers and in other ways hindered their success.

Eastern Europe, on the other hand, may provide moreopportunities. With pent-up consumer demand and areduction of government controls, sport purchasingand sponsorship avenues may proliferate. However,

some of the problems that sport marketers willencounter include the lack of hard currency andunstable governments.


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The Caribbean and Central and South AmericaSport marketers can take advantage of special

conditions in the Caribbean, including tax breaks andthe reduction of import duties. Why?

In 1983 the US government passed a law thatmade trade with the Caribbean nations both moreaccessible and more lucrative: the CaribbeanBasin Initiative (CBI).

Central America has many free trade possibilities,

and manufacturing potential exists in the sportsgoods industry. However, sport marketers areencouraged to evaluate each opportunity on anindividual basis to decide if such decisions areethical.


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AfricaSports activities in North Africa are, in line withtraditional Muslim view, predominantly male androoted in tradition. For American sport managers toconduct business here demands an understanding of

the culture and the emphasis on sport.

West Africa is entering an era in which sport marketdevelopment is possible. Of specific importance willbe sport equipment and supplies as well as sportservices in coaching and sport management.

In South Africa, enough wealth exists for anymultinational corporation to flourish.

I i l S


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International SportMarketing Personnel

It is imperative that personnel be educated forcultural sensitivity prior to their involvement ininternational affairs.

Review and understand the following issues about yourhost nation before traveling and dealing with internationalexecutives.

Touching

Relationships between males and females Drinking Gifts Time and schedules Business etiquette


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Specifics of International Sport MarketingThe expansion of professional and amateur sportsinternationally has been well recognized in the sport-marketing arena. One of the first sport organizations torecognize the global demand for its product was the NBA.

The sport of soccer (football, in the internationalcommunity) is the most popular sport on television acrossthe globe, and many US companies, like Nike and Adidas,have been very successful with their sponsorships.

It is important to remember that the United States has anaging population, yet in much of the developing world,the population is considerably younger and becomingeven younger.


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Trends for the Future

Companies that can communicatetheir concern for global problems

through the delivery of the sportproducts and services will be morehighly valued than will those whoignore this social component.


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Chapter 3 Questions1. Diagram the relationship of the International

Olympic Committee to a specific InternationalFederation. Include a discussion of how eachfunctions with the United States OlympicCommittee and a national governing body in theUnited States.

2. What are the keys to successful banking ininternational sport marketing?

3. How does marketing a sport productinternationally differ from marketing the sameproduct in the United States?


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Learning Activities1. Investigate opening a Swiss bank account. It

could be a lot of fun and a great conversationtopic among friends.

2. How would you handle the following situation? You had just completed a consulting projectnegotiating sponsorship deals for the LithuanianNational Basketball team and were due to be paid$10,000 in US dollars. At the last minute, you

were informed that they could pay you only in thelocal currency. What is that currency? How muchof it would you get? Would you accept payment inthat form, and if not, what would be analternative?


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Chapter 4

Sport Marketing Theory


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Sport Marketing Defined

The process of designing andimplementing activities for the production,pricing, promotion, and distribution of asport or sport business product to satisfythe needs or desires of consumers and toachieve the companys objectives.


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Marketing Defined

Marketing is the study of people and whatthey buy, how much they will pay, wherethey want to purchase a product, and how

they are affected by promotional tacticsand messages.

The sport marketer must be able torecognize and analyze a businesssenvironments, determine their effects, andmake strategic decisions that will enhancethe success of the sport business.


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Marketing Defined (contd)

The marketing orientation, or concept, is aphilosophy concerning the way a company shouldbe managed. It consists of three requirements(Cravens and Woodruff, 1983):

1. Examine peoples needs and wants as the basisof deciding what the business (or economy)will do.

2. Select the best way to meet the consumersneeds that are targeted by the firm.

3. Achieve the organizations performanceobjectives by meeting the consumersneeds satisfactorily.

Sport Marketing Fundamentals &


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Sport Marketing Fundamentals &Theory

The two different concepts of sportmarketing being used today.

A l i g S t S i l g


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Applying Sport Sociology

Yiannakis suggests that sport sociology could make

significant contributions to sport marketing and managementin the following ways:1. Conceptualization, design, and implementation of good

market research;2. Instrument development;3. Interpretation of the findings by grounding both a priori

and post hoc explanations in existing knowledge bases;4. Advertising effectiveness by providing essential

information bases, especially in the area of lifestyle

characteristics;5. Development of a general marketing information base(target market characteristics);

6. Exploration and identification of new markets; and7. Introduction of social science orientation to the enterprise.


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Contemporary Sport Marketing Theory


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Sport Marketing Management Model


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The Sport Companys Mission and Objectives

Understanding the companys mission and itscurrent status enables the sport marketer tomake key decisions and formulate strategies.

An MIS, or Marketing Information System,

enables businesses to handle vast amountsof information by collecting, storing, andretrieving it.

Sport Marketing Research and Analysis

Four Cs for the


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Four Cs for theSport Business to Study

Consumer

CompetitionCompanyClimate

The Four Cs: Consumer


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The Four Cs: Consumer,Competitor, Company, and

ClimateKnowledge of yourconsumers will guide

you and your sportbusiness in makingimportant decisionsabout product, price,

distribution, andpromotion.

The climate and its factors that


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The climate and its factors thataffect sport marketing strategies


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Climate

Sport businesses must be aware of the climate inwhich they operate. For example, the corporatepractice of establishing plants in foreign countriesto take advantage of the relatively low wages hasfaced heavy criticism by Americans who object toexporting American jobs and to condoning poorand inhumane working conditions in under-

developed countries. Business practices should notbe undertaken without considering their potentialeffects on other aspects of the business.


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Segmenting, Targeting, and Positioning

Segmenting , also called segmentation , isdifferentiating groups of consumers based on uniquecharacteristics.

Targeting , also called target marketing , is theselection of consumer segments (also called targetmarkets) for which selective marketing-mix strategiesare developed.

Positioning is the way a company uses its marketingmix to influence the consumers perception of aproduct.


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Sport Marketing Mix Strategies

The 4 Ps of Marketing

P roductP riceP lace

P romotionThe sport business must study the consumer andthe competition in order to move its product into linewith current trends, wants, and needs.


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Promotional Methods

Direct-mail advertisingRadio and television advertisingLocal newspaper or nationally circulated

Magazine advertisingBillboards advertisingSpecial limited-time salesSpecial financing

A marketers message should grab peoples attention, educate or convey a message, and

entice people to purchase.


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Promotional Methods

Special customer servicesUse of specific colors on a product or itspackage

Use of a concert in conjunction with asporting eventOffering a variety of product packages at

various pricesProduct giveaways during an event


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Chapter 4 Questions

1. What is theory?

2. What is marketing?

3. What is sport marketing?

4. What is sport marketing theory? Whatfields of study serve as the foundation ofsport marketing fundamentals andtheory? What are some of the areas ofresearch in sport marketing?


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5. What is the sport marketing managementmodel? What are the components of themodel? Define and describe each one.

6. What are the research journals for thefield of sport marketing?

7. What are the different climates withinwhich a sport business exists? Describeeach one and how it affects the business.


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2. Go to the university library and check outtextbooks in marketing. Look for the definitions,fundamentals, and theory of marketing. Comparethese to the definition, fundamentals, and theory

of sport marketing in this book. Analyze yourresults. Give a presentation in class.3. Take this book to some people who work in the

industry. Ask them to look at the sport marketing

management model and to tell you if it matchesthe marketing activities they perform (orsomeone performs) in the company. Compile theiranswers. Give a presentation in class.


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Chapter 5Sport Marketing Research

Sport Marketing


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Sport MarketingResearch Defined

The process of planning, collecting, andanalyzing data to

(1) gain relevant information needed orsolves a problem to inform decision inthe sport business; and,

(2) to enhance the body of knowledge insport marketing as a field of study.


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Sport Marketing Research Continuum


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Purposes of Sport Marketing Research

The American Marketing Associations (AMA) definition ofmarketing states that marketing research links theconsumer, customer, and public to the marketer throughinformation information used to identify and definemarketing opportunities and problems; generate, refine,and evaluate marketing actions; monitor marketingperformance; and improve understanding of marketing asa process. Marketing research specifies the informationrequired to address these issues; designs the methods for

collecting information; manages and implements the datacollection process; analyzes the results; andcommunicates the findings and their implications. (NewMarketing, 1987, p. 1).

To Form a Link Between the Consumer in


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To Form a Link Between the Consumer inthe Sport Industry and the Sport Company

One way to use the increased availability of media tothe consumer is to create a media package that offers avariety of ways to access the information and thencross-promote and sell all the parts.

The company must know and understand what theconsumer needs or desires in order to createproducts that will meet those needs and desires. To

know the consumer requires research and constantmonitoring. To do this research, the company musthave contact with the consumer.

To Identify and Define Marketing


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To Identify and Define MarketingOpportunities, Problems, and Threats

A marketing opportunity is a chance for a sportcompany to capitalize on something that will mostlikely be positive for the company.

A marketing problem occurs when something isnot quite right in the company.

A marketing threat occurs when something willmost likely have a negative effect on the sportcompany.

To Generate, Refine, Evaluate, and


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To Generate, Refine, Evaluate, andMonitor Marketing Actions

Marketing actions include such actions asdetermining the companys products and

all of their characteristics, determiningpricing strategies, developing promotionalmethods, and deciding on distribution.

To Market: A New Era in


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To Market: A New Era inSponsorship Marketing

It is no secret that the average spectator ofmany professional sports is being squeezedout of the prime seating areas of the sports

venue. But who would have predicted thatspectators would cease to be the primetarget of sponsorship advertising? Agrowing trend in some professional sports,where sponsorship is a form of advertising,is business-to-business sponsors (Owens,1999).

T M i M k i P f


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To Monitor Marketing Performance

Every sport business must determine if itsmarketing efforts are performing according tothe established goals. The sport marketingprofessional can use brand-awarenessresearch tools to determine if consumers areaware of and recognize the companys brand.

To Improve Understanding of


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p gMarketing as a Process

9 Studies on Sport SponsorshipConsumer classification data and sponsorshipeffect that were measured in the nine papers.1. Sponsored property consumer profile2. Exposure

amount of exposure 3. Effects on consumer

on awareness on image/attitude towards the company on behavior

4. Multimedia effects

To Analyze and Understand the Sport


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To Analyze and Understand the SportCompany, Its Industry, and Its Competition

Try to answer the following questions by analyzingthe information from the various positions:

If you are a sporting goods retailer, how would you view this information in relation

to your specific business? If you are a soccer ball manufacturers salesrepresentative, how do you think thisinformation would affect your product andcompany?

If you work for a computer company and youare head of a team to seek sports activitiesevents for sponsorship possibilities, how wouldyou use this information?

Q i f h S M k


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Questions for the Sport Marketer

Basic Process for Sport Marketing


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p gResearch Design

A Basic Process for


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Designing Research (contd)

Step 1: Define the Objective or Problem Step 2: Locate Existing Relevant Data

Determine the Kind of Information Needed:

Primary sources are those sources from whichinformation is gathered directly.

Secondary sources are sources that containinformation that someone else compiled andreported, published, or collected.

A Basic Process for Designing Research (contd)


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g g ( )

Step 3: Determine the Research Design Reliability is a measure of the level of consistency of the

method. Validity is a measure of the level of correctness of the

method. Types of research: basic, applied, survey, observation,

scientific A random sample is a way to select the members of a

sample so that every member of the population has anequal chance of being selected.

A convenience sample comes from using respondentswho are convenient, or readily available/accessible tothe researcher.

A Basic Process for Designing Research


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g g(contd)

Step 4: Conduct the Study

Step 5: Analyze the DataMake use of fresh perspectives by asking for input on

the data you collect from other people in thebusiness.

Step 6: Determine How to Use the NewKnowledge

Chapter 5 Questions


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p Q1. What is sport marketing research? Why is it

important?

2. What are the purposes of sport marketingresearch?

3. List and describe some types of sport marketingresearch.

4. What are the sources of information? Giveexamples of each.

5. What are the primary areas of sport marketing

research? Give examples of each.

L i g A ti iti


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Learning Activities

1. Interview people in a variety of sportbusinesses, organizations, or other enterprisesin your city or community and ask them whatkind of marketing research they conduct andwhy.

2. Identify at least 10 different places you couldobtain existing information in your city orcommunity. Go to the places and research thetypes of information available at these places.Create a notebook of these resources and savethis material for the future.

Learning Acti ities (contd)


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3. With a group of other students, and with thesupervision of your instructor, develop aresearch study to determine sponsorshiprecognition (see appendix F). Conduct the studyduring a local sports event. Analyze the resultsand present your analysis to the class.

4. See appendix F. With the supervision of yourinstructor, design a study using one of theexamples of surveys, conduct the study,analyze the results, determine how theinformation can be used by the sport business,

d h h l i h h l d h

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