RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS - PowerPoint PPT Presentation

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RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS

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Abbreviated Research Proposal. PROBLEM STATEMENT. RESEARCH OBJECTIVES. METHODOLOGY. Sample. Procedures. DATA COLLECTION INSTRUMENT ... – PowerPoint PPT presentation

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Title: RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS


1
CHAPTER 4
  • RESEARCH TOOLS FOR UNDERSTANDING SPORTS CONSUMERS

2
Marketing Research Systematic process of
collecting, analyzing, and interpreting data to
reduce the risk in decision making
  • What kinds of studies would need to be done in
    sports marketing?
  • When should the studies be used in the context of
    the marketing plan?
  • How would the marketing research studies be
    conducted?

3
Marketing Research Process
  • Problem/Opportunity Definition
  • Choosing a Research Design Type
  • Choosing a Data Collection Method
  • Designing a Data Collection Form
  • Choosing a Sampling Technique and Collecting Data
  • Data Analysis
  • Final Report Preparation

4
Abbreviated Research Proposal
  • PROBLEM STATEMENT
  • RESEARCH OBJECTIVES
  • METHODOLOGY
  • Sample
  • Procedures
  • DATA COLLECTION INSTRUMENT

5
Designing A Questionnaire
  • Specify Information Requirements
  • Determine Method of Administration
  • Determine Content of Questions
  • Determine Form of Response
  • Determine Exact Wording of Questions
  • Determine Question Sequence
  • Pretest and Revise if Necessary
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