1. Chapter 4Chapter 4
Sport Marketing ResearchSport Marketing Research
1

2. 2
Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation –
Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model

3. 3
Company
Research & Information Collection
Company Mission & Goals
Consumer Competitor Climate
Segmentation
Target Market Decisions
Sport Marketing Mix Decisions & Strategies
Marketing Management Strategies
Implementation –
Management – Evaluation – Adjustment
The Sport Marketing Management Model
PriceProduct Place Promotion
Figure 3.3 The Sport Marketing Management Model
On the 4 C’sOn the 4 C’s
Leads to:Leads to:
andand
This very important
data informs your…
This very important
data informs your…

4. Chapter 4 --Chapter 4 -- Sport Marketing ResearchSport Marketing Research
““Knowledge is the foundationKnowledge is the foundation
of all sport marketing andof all sport marketing and
sport business activity.”sport business activity.”
(Pitts & Stotlar, 2007)(Pitts & Stotlar, 2007)
4

5. Sport Marketing ResearchSport Marketing Research
A simple definition: Sport marketing research “is
the process of planning and organizing activity to
gain information”
InformationInformation is necessary for formulating decisionsis necessary for formulating decisions
concerning the sport company’s financial aspects,concerning the sport company’s financial aspects,
product development, pricing strategies,product development, pricing strategies,
distribution strategies, promotional strategies, anddistribution strategies, promotional strategies, and
all other functions and operations within theall other functions and operations within the
company.company. The information comes fromThe information comes from researchresearch..
First – What is research?First – What is research?
5

6. Sport Marketing ResearchSport Marketing Research
Sport Marketing Research is the process of planning,Sport Marketing Research is the process of planning,
collecting, and analyzing data for these reasons...collecting, and analyzing data for these reasons...
A detailed definition then is…..
1. To gain relevant information needed or to solve a
problem to inform decisions in the sport business;
2. To enhance the body of knowledge in sport marketing
as a field of study; and,
3. To publish this information in journals & books,
deliver to students in sport management classrooms, and
share with industry professionals for their work. 6

7. Table 4.2Table 4.2
Examples of Academic Research JournalsExamples of Academic Research Journals
 Sport BusinessSport Business
 Sport Marketing QuarterlySport Marketing Quarterly
 European Sport Management QuarterlyEuropean Sport Management Quarterly
 Sport Management ReviewSport Management Review
 Journal of Sport ManagementJournal of Sport Management
 International Journal of Sport ManagementInternational Journal of Sport Management
 Sport Management and Other Related Topics JournalSport Management and Other Related Topics Journal
 Journal of Sport and TourismJournal of Sport and Tourism
 Sport StudiesSport Studies
 Journal of Sport BehaviorJournal of Sport Behavior
 Journal of Sport HistoryJournal of Sport History
 Journal of Sport and Social IssuesJournal of Sport and Social Issues
 International Sport JournalInternational Sport Journal
 Women in Sport and Physical Activity JournalWomen in Sport and Physical Activity Journal
 Sociology of Sport JournalSociology of Sport Journal
 Business AdministrationBusiness Administration
 Journal of MarketingJournal of Marketing
 Journal of AdvertisingJournal of Advertising
 Journal of Vacation MarketingJournal of Vacation Marketing
 Academy of Management JournalAcademy of Management Journal
 E-Review of Tourism ResearchE-Review of Tourism Research
 Journal of Website PromotionJournal of Website Promotion
 Journal of Product and Brand ManagementJournal of Product and Brand Management
7

8. Table 4.1Table 4.1
Examples of Sport Market ResearchExamples of Sport Market Research
by Dr. Pittsby Dr. Pitts
 Visitor Spending and Economic Impact of the NCAA Men’s Division IVisitor Spending and Economic Impact of the NCAA Men’s Division I
Basketball RegionsBasketball Regions
 Factors that Affect Attendance: A Consumer Behavior Study of aFactors that Affect Attendance: A Consumer Behavior Study of a
SuperCross EventSuperCross Event
 Visitor Spending and Economic Impact of the Professional BullVisitor Spending and Economic Impact of the Professional Bull
Riders, Inc. EventRiders, Inc. Event
 Sponsorship Recognition: Division I Football Season Ticket HoldersSponsorship Recognition: Division I Football Season Ticket Holders
Go to the Appendix: Sport Marketing Research Briefs; page 361
8

9. Sport Marketing Research ContinuumSport Marketing Research Continuum
(Figure 4.1)(Figure 4.1)
SimpleSimple – Reading a newspaper, magazine, or sport management journal.– Reading a newspaper, magazine, or sport management journal.
ResultsResults:: learn about a new sport business opening; a new technology beinglearn about a new sport business opening; a new technology being
used in sporting equipment; a study on the demographics of fans of theused in sporting equipment; a study on the demographics of fans of the
LPGA.LPGA.
SIMPLE COMPLEX
Examples:
ComplexComplex –– The design and conduct of a study that involves, for example, (a) aThe design and conduct of a study that involves, for example, (a) a
new metal for a new softball bat, (b) a longitudinal study of children withnew metal for a new softball bat, (b) a longitudinal study of children with
disabilities in sports activities to determine their sports activity choices indisabilities in sports activities to determine their sports activity choices in
adulthood, or (c) a study of arena advertising to determine its effects onadulthood, or (c) a study of arena advertising to determine its effects on
spectators over a long period of time.spectators over a long period of time.
9

10. Purposes of Sport Marketing ResearchPurposes of Sport Marketing Research
1.1. To Form a Link Between the Consumer inTo Form a Link Between the Consumer in
the Sport Industry and the Sport Company.the Sport Industry and the Sport Company.
 The “Link” is the consumer’s need or desire forThe “Link” is the consumer’s need or desire for
something.something.
 Info is collected through research so the company canInfo is collected through research so the company can
know their consumers and what they want.know their consumers and what they want.
 See examples page 98See examples page 98
 PUMA North AmericaPUMA North America
 National Sports Center for the DisabledNational Sports Center for the Disabled
10

11. Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
2.2. To Identify and Define MarketingTo Identify and Define Marketing
Opportunities, Problems, and Threats.Opportunities, Problems, and Threats.
 Research can reveal marketing opportunities or
problems as well as potential threats for your sport
business.
……….. A marketing opportunity is…
11

12. A Marketing OpportunityA Marketing Opportunity::
is a chance for a sport company to capitalize on somethingis a chance for a sport company to capitalize on something
that will most likely be positive for the company.that will most likely be positive for the company.
12

13. A Marketing OpportunityA Marketing Opportunity::
is a chance for a sport company to capitalize on something thatis a chance for a sport company to capitalize on something that
will most likely be positive for the company.will most likely be positive for the company.
A Marketing ProblemA Marketing Problem::
occurs when something is not quite right.occurs when something is not quite right.
13

14. A Marketing OpportunityA Marketing Opportunity::
is a chance for a sport company to capitalize on something thatis a chance for a sport company to capitalize on something that
will most likely be positive for the company.will most likely be positive for the company.
A Marketing ProblemA Marketing Problem::
occurs when something is not quite right.occurs when something is not quite right.
A Marketing ThreatA Marketing Threat::
occurs when something will most likely have a negativeoccurs when something will most likely have a negative
effect on the sport company.effect on the sport company.
See textbook page 99 for examples
14

15. Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
3.3. To Generate, Refine, Evaluate, andTo Generate, Refine, Evaluate, and
Monitor Marketing Actions.Monitor Marketing Actions.
 Marketing Actions (activities)
 Determine the company’s products as well as pricing,
promotional, and distribution activities and methods.
 Decisions about what product to offer and how to
offer it can only be made after the research is
conducted.
 Once all decisions are in place, they should be
monitored constantly to evaluate their effectiveness
and performance…. Purpose # 4…. Next…
15

16. Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
4.4. To Monitor Marketing Performances.To Monitor Marketing Performances.
 Determine if marketing efforts are performing
according to the established goals
Example:Example:
** Does the money we’re spending for an ad in the** Does the money we’re spending for an ad in the
Yellow Pages actually bring in business?Yellow Pages actually bring in business?
16

17. Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
5.5. To Improve Understanding of MarketingTo Improve Understanding of Marketing
as a Process.as a Process.
 Some research is conducted to gain an understanding
of the process of marketing – how it works, does it
work, etc.
 Can there be practice without theory? Can there be
theory without practice?
 Often, this type of research is done to understand and
improve your business’ techniques.
 Additionally, this type of research is conducted and
published in scholarly journals and textbooks, as in
the next slides.
17

18. Table 4.2Table 4.2
Examples of Academic Research JournalsExamples of Academic Research Journals
 Sport BusinessSport Business
 Sport Marketing QuarterlySport Marketing Quarterly
 European Sport Management QuarterlyEuropean Sport Management Quarterly
 Sport Management ReviewSport Management Review
 Journal of Sport ManagementJournal of Sport Management
 International Journal of Sport ManagementInternational Journal of Sport Management
 Sport Management and Other Related Topics JournalSport Management and Other Related Topics Journal
 Journal of Sport and TourismJournal of Sport and Tourism
 Sport StudiesSport Studies
 Journal of Sport BehaviorJournal of Sport Behavior
 Journal of Sport HistoryJournal of Sport History
 Journal of Sport and Social IssuesJournal of Sport and Social Issues
 International Sport JournalInternational Sport Journal
 Women in Sport and Physical Activity JournalWomen in Sport and Physical Activity Journal
 Sociology of Sport JournalSociology of Sport Journal
 Business AdministrationBusiness Administration
 Journal of MarketingJournal of Marketing
 Journal of AdvertisingJournal of Advertising
 Journal of Vacation MarketingJournal of Vacation Marketing
 Academy of Management JournalAcademy of Management Journal
 E-Review of Tourism ResearchE-Review of Tourism Research
 Journal of Website PromotionJournal of Website Promotion
 Journal of Product and Brand ManagementJournal of Product and Brand Management
18

19. Purposes of Sport Marketing Research (cont’d)Purposes of Sport Marketing Research (cont’d)
6.6. To Analyze and Understand the SportTo Analyze and Understand the Sport
Company, Its Industry, and ItsCompany, Its Industry, and Its
Competition.Competition.
 Knowledge derives from information; information
derives from research and study.
see Tables 4.4, 4.5, and 4.6 (pp. 105-107)
19

20. 20
Table 4.4 What Kind of Information is Needed About The 4 CsTable 4.4 What Kind of Information is Needed About The 4 Cs

21. For example, here is some research about sports globally. IfFor example, here is some research about sports globally. If
you are a global company like Nike or Adidas, how can youyou are a global company like Nike or Adidas, how can you
use this information?use this information?
JapanJapan USAUSA Tasmania/AustraliaTasmania/Australia TaiwanTaiwan
1st1st BowlingBowling Exercise WalkingExercise Walking WalkingWalking WalkingWalking
2nd2nd GymnasticsGymnastics
(no equipment)(no equipment)
Exercising withExercising with
EquipmentEquipment
Aerobics/FitnessAerobics/Fitness JoggingJogging
3rd3rd Jogging, MarathonsJogging, Marathons SwimmingSwimming SwimmingSwimming BasketballBasketball
4th4th Swimming (pool)Swimming (pool) CampingCamping CyclingCycling HikingHiking
5th5th Catch ball, BaseballCatch ball, Baseball BicyclingBicycling GolfGolf ExcursionExcursion
6th6th TrainingTraining BowlingBowling TennisTennis Mountain ClimbingMountain Climbing
7th7th Cycling, Cycle sportsCycling, Cycle sports Aerobic ExercisingAerobic Exercising RunningRunning CyclingCycling
8th8th FishingFishing HikingHiking BushwalkingBushwalking SwimmingSwimming
9th9th Table TennisTable Tennis Workout at ClubWorkout at Club NetballNetball
10th10th BadmintonBadminton Running/JoggingRunning/Jogging SoccerSoccer
Top 10 Participation Sports by CountryTop 10 Participation Sports by Country (Table 4.5)(Table 4.5)
21

22. Sport Marketing ResearchSport Marketing Research
So… my
precious…
How do you
DO
research???
22

23. Competitor
Research & Analysis
Mission
Consumer Company Climate
Segmentation
Target Market
Decisions
Sport Marketing Mix Decisions & Strategies
PriceProduct Place Promotion
Marketing Management Strategies
Implementation – Management – Evaluation Adjustment
Sport Marketing
Management Model
(Figure 3.3)
On the 4 C’s
Leads to:
and
This very important
data informs…
23

24. 24

25. 25

26. 26

27. 27

28. 28
Table 4.10 Trade Associations, Organizations,
Exhibitions, Conferences, & Publications Examples for
the Golf Business Industry
Golf Industry Show – held annually
World Conference and Club Business Expo – held annually
GCSAA Education Conference – held annually
Women in the Golf Industry – www.wigi.info
PGA Magazine – www.pgamagazine.com
Golf Business Magazine – www.golfbusiness.com
Golf Course Superintendents Association of America – www.gcsanc.com
Golf Builder’s Association of America (GCBAA) – www.gcbaa.org
Society of Golf Appraisers – www.golfappraisers.org
American Society of Golf Course Architects (ASGCA) – www.asgca.org
United States Golf Association (USGA)
National Golf Foundation (NGF)
International Golf Course Equipment Managers Association (IGCEMA)
National Golf Course Owners Association (NGCOA) – ww.ngcoa.org
Club Managers Association of America (CMAA) -- www.cmaa.org
CMAA Club Careers – www.clubcareers.org
The Environmental institute for Golf (EIFG) – www.eifg.org
Professional Golfers Association of America (PGA) – www.pga.com
Golf Business Development Magazine (GBD) –
www.golfbusinessdevelopment.com
Golf Business Advisors – www.golfbusinesadvisors.com
Golf Course Industry Magazine– www.golfcourseindustry.com

29. Sources of InformationSources of Information
Primary SourcesPrimary Sources::
are those sources from which information is gatheredare those sources from which information is gathered
directly. Example - Studiesdirectly. Example - Studies
Secondary SourcesSecondary Sources::
are sources that contain information that someoneare sources that contain information that someone
else compile and reported, published, or collected.else compile and reported, published, or collected.
29

30. Examples of Research from the NationalExamples of Research from the National
Sporting Goods AssociationSporting Goods Association
 Sports Participation year by yearSports Participation year by year
 Sports Participation State by StateSports Participation State by State
 Sporting Goods MarketSporting Goods Market
30

31. Here is a recent example from ESPN Magazine… HowHere is a recent example from ESPN Magazine… How
can you use this information?!?!?can you use this information?!?!?
1. Pittsburgh Pirates --- $4.75 21 22.6 cents1. Pittsburgh Pirates --- $4.75 21 22.6 cents
2. Pittsburgh Penguins -- $5.25 21 25.0 cents2. Pittsburgh Penguins -- $5.25 21 25.0 cents
3. New Orleans Saints -- $6.00 24 25.0 cents3. New Orleans Saints -- $6.00 24 25.0 cents
4. Denver Nuggets ----- $6.25 24 26.0 cents4. Denver Nuggets ----- $6.25 24 26.0 cents
5. Miami Heat ------------ $5.50 21 26.2 cents5. Miami Heat ------------ $5.50 21 26.2 cents
117.117. New Jersey Mets -- $7.75 16 48.4 centsNew Jersey Mets -- $7.75 16 48.4 cents
118.118. New York Jets ----- $7.75 16 48.4 centsNew York Jets ----- $7.75 16 48.4 cents
119.119. New York Yankees - $6.00 12 50.0 centsNew York Yankees - $6.00 12 50.0 cents
120.120. Nashville Predators - $6.75 12 56.3 centsNashville Predators - $6.75 12 56.3 cents
121.121. Boston Red Sox ----- $7.25 12 60.4 centsBoston Red Sox ----- $7.25 12 60.4 cents
Cheapest & Most Expensive Beers inCheapest & Most Expensive Beers in
SportsSports OuncesCost Cost per Ounce
31

32. A Few Research MethodsA Few Research Methods
SurveysSurveys: In Person, Phone, Mail, Web: In Person, Phone, Mail, Web
Observation: Formal or InformalObservation: Formal or Informal
InterviewInterview
Focus GroupFocus Group
Purchase BehaviorPurchase Behavior
Test MarketingTest Marketing
Other Scientific ResearchOther Scientific Research
32

33. Survey is the MOST common research method in sport business.33

34. A Few Types of ResearchA Few Types of Research
SurveysSurveys: In Person, Phone, Mail, Web: In Person, Phone, Mail, Web
Observation: Formal or InformalObservation: Formal or Informal
InterviewInterview
Focus GroupFocus Group
Purchase BehaviorPurchase Behavior
Test MarketingTest Marketing
Other Scientific ResearchOther Scientific Research
34

35. Competitor
Research & Analysis
Mission
Consumer Company Climate
Segmentation
Target Market
Decisions
Sport Marketing Mix Decisions & Strategies
PriceProduct Place Promotion
Marketing Management Strategies
Implementation – Management – Evaluation Adjustment
Sport Marketing
Management Model
(Figure 3.3)
On the 4 C’s
Leads to:
and
This very important
data informs…
35