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Atsushi TAKAOKA
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科学先取りグローバルキャンパス岡山での講義資料
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How Race, Age and Gender Shape Attitudes Towards Mental Health
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講義資料
1.
2.
自然科学 自然現象 自然法則 実験 自然科学者 社会科学 社会現象 社会法則? ?? 社会科学者
3.
• 研究対象 – スポーツをサービス財とする経営と組織 –
スポーツの価値を享受する人間と社会 • スポーツの価値:文化的・社会的・身体的価値 • 研究理念 – スポーツの価値を最大化し,その価値を効果的・効率的・持続的に人に提供 することで,生活と社会を豊かにすること – スポーツ経営現場の当事者に対して,実践的な知見を提供すること • 研究トピック – スポーツ・マーケティング論,スポーツ経営組織論,スポーツ・ファイナンス論・・・
4.
• マーケティング – 「顧客が真に求める商品やサービスを作り、その情報を届け、 顧客がその価値を効果的に得られるようにする」 –
「顧客のニーズを解明し、顧客価値を生み出すための経営 哲学、戦略、仕組み、プロセス」 真に求めるもの,ニーズ(needs),価値
5.
• ファジアーノ岡山ホームゲーム – 5月15日(日)キックオフ前2時間 –
調査対象者:スタジアム全体でランダムに抽出された500名 – 調査員 :岡山大学学生160名 • 「ファジアーノ岡山の観戦者は, なにを求めて観に来るのか?」 どんなことを調べればいいかな?
6.
• 観戦する理由(観戦動機) 3.16 2.78 4.68 3.80 4.70 4.53 3.94 2.78 1.65 2.44 3.87 4.29 3.84 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00
7.
• どんな人が,どんな観戦理由をもつのか? – 性別:男性/女性 –
年代別:若い人/働き盛り/お年寄り – ファン歴別:昔からのファン/Jリーグ昇格からのファン ファジアーノ岡山観戦者の中の部分社会
8.
• どんな人が,どんな観戦理由をもつのか? – 性別 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 男性
女性
9.
• どんな人が,どんな観戦理由をもつのか? – 年代別 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 10代
20代 30代 40代 50代 60代 70代以上
10.
• どんな人が,どんな観戦理由をもつのか? – ファン歴別 1.00 1.50 2.00 2.50 3.00 3.50 4.00 4.50 5.00 1,2年目
3~5年目 6~8年目 9年以上
11.
• スポーツ経営学者 – スポーツと関わる人間(スポーツをする人,観戦する人,ボランティ アをする人,スポーツを経営する人・・・)を理解したい! –
スポーツを取り巻く社会を理解したい! ex.「ファジアーノ岡山の観戦者は,なにを求めて観に来るのか?」 ← より良いスポーツライフを送ってほしい! • 経済学者 • 歴史学者 • 文化人類学者 • 哲学者
12.
• アンケート調査で調べる – 「ファジアーノ岡山の観戦者は,なにを求めて観に来るのか?」
他にどんな方法があるかな?
13.
• 直接話を聴く(インタビュー)という方法 • スポーツ・マーケターとしてインタビューしてみよう! –
「高校生のファジアーノ岡山に対するイメージとは?」 ① 6人のグループになって,2人組でインタビューをしよう(5分) ② 聴き取ったイメージをグループでまとめて,発表(15分) ③ 高校生のファジアーノ岡山イメージを全体で整理(10分)
14.
• ファジアーノ岡山に対する人のニーズ,イメージを理解する方法 アンケート調査ができる理解とは? –
ファジと関係する人が回答した数値データの分析を通して・・・ 人間集団の中の偏りや平均 人間集団が構成する(部分)社会の全体像 インタビュー調査ができる理解とは? – ファジと関係する人の語りを聴くことを通して・・・ ひとりの人が語る,その人の中だけの世界(意味世界) その人の中の,その人の文脈を反映した社会
15.
(部分)社会を構成している人間の集団 (部分)社会 ひとりの人間 としての文脈 ひとりの人 間 としての文 脈 その人から 見た社会 その人から 見た社会 (部分)社会
16.
科学者 人間集団の偏りや平均から,その集団 の特性を理解した上で,それらの集団 が集まった社会を理解する. 人の語りや観察した現象から,その人の 文脈(生きてきた流れや背景)を理解 した上で,その人にとっての社会を理解 する. 数値 (量的データ) 語り・現象 (質的データ)
17.
• まとめ ~社会科学者の思考法~ 量的データ(数値),質的データ(語り・現象)を通して, “この人はどんな人か?”
という問いに答える “この人はどんな人か?” と問う姿勢に必要なこと • 他者への関心=この人を知りたい!というモチベーション • 自分との違い(異質性)を受け入れること • いろいろな人がいること(多様性)を受け入れること “この人はこんな人かもしれない!” に到達するために・・・ • 自分が考える正しさを基準にして人間や社会を理解しようとしないこと • 唯一絶対の正解はない,と心得ること • 他の人が出した回答と比較して,妥当性を高めること
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