Module 2 sports marketing

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Haleigh Behnck Strategic Sports Marketing Feb. 11th, 2023 Assignment 2 Chapter 3 2. What are the various steps in the marketing research process? - Marketing research is the process or set of processes that links the consumers, customers, and end users to the market through information (Shank & Lyberger, 2015, 98). The first step in the process is to define the problem or opportunity. Problem definition requires the researcher to specify what information is needed to assist in either solving problems or identifying opportunities by developing a research problem statement (Shank & Lyberger, 2015, 99). Following this important step are the remainder of the steps in Figure 3.1 (Shank & Lyberger, 2015, 99): The research design is the framework for a study that collects and analyzes data. The designs include (exploratory designs, descriptive designs, and casual designs) (Shank & Lyberger, 2015, 105-107) Identifying data collection can be broadly categorized as secondary or primary (Shank & Lyberger, 2015, 107). Secondary data is collected prior and primary data is collected for the specific question at hand (Shank & Lyberger, 2015, 108). Designing data collection forms is required for nearly all types of data collection methods (Shank & Lyberger, 2015, 118). The data collection instrument that is used the most in sports marketing is questionnaires or surveys (Shank & Lyberger, 2015, 119).

Designing the sample is a subset of the population of interest from which data are gathered that will estimate some characteristics of the population (Shank & Lyberger, 2015, 122). The two sampling techniques commonly used are nonprobability sampling and probability sampling. Collecting, analyzing, and interpreting data takes place. The data is examined for impossible responses, missing responses, or any other abnormalities that would render the data useless (Shank & Lyberger, 2015, 124). Preparing the research report is intended for top management of the sports organization, who can either put the research findings into action or shelve the project (Shank & Lyberger, 2015, 126). 4. What are some of the basic issues that should be addressed at a research request meeting? - The goal of these types of meetings are to ensure that there is a clear understanding between the researcher and the decision makers as to the nature and role of the research and how it relates back to the need for information in the decision-making process (Shank & Lyberger, 2015, 100). With that being said, the issues that should be addressed are as follows: A brief background or history of the organization or individual(s) requesting the research A brief background of the types of research the organization has done in the past, if any

The information the organization wants and why ( ie., what they plan to do with the information once it is obtained) The targeted population of interest for this research The expectations in terms of the timeline for the research and costs of conducting the study (Shank & Lyberger, 2015, 100) 6. Define a research design. What are the three types of research designs that can be used in research? How does the choice of research design stem from the problem definition? Can a researcher choose multiple designs within a single study? - Research design is the framework for a study that collects and analyzes data (Shank & Lyberger, 2015, 105). Exploratory designs are useful when research problems are not well defined. The research is conducted to generate insight Into the problem or to gain a better understanding of the problem at hand. (Shank & Lyberger, 2015, 105). Descriptive designs are used if the research problem is more clearly defined (Shank & Lyberger, 2015, 107). This design describes the characteristics of a targeted Group by answering questions such as who what where when and how often. For example this would include how often fans attended games and the demographics of the fans. Casual designs are useful in problems are very clearly defined they are also used to examine whether changing the level of one variable causes the level of another variable to change (Shank & Lyberger, 2015, 107). The research design is highly dependent on the desired outcomes. Whatever research design or designs are ultimately chosen it is important to remember the crucial principle

in research is that the design of the research should stem from the problem (Shank & Lyberger, 2015, 105) Multiple research designs can be chosen for a study. The text states that “Whatever research design or designs are ultimately chosen it is important to remember the crucial principle in research is that the design of the research should stem from the problem” (Shank & Lyberger, 2015, 105). No matter what design or designs that are chosen, the data should all support the chosen problem. 8. What are some of the central issues that must be considered when conducting focus groups? - Some issues that must be considered when conducting focus groups include the amount of people that should be in the focus group (Shank & Lyberger, 2015, 115). The most common number of people to have in focus groups are 8 to 10 people, but there are also mini groups that can consist of 5 to 6 people. How many people should be recruited (Shank & Lyberger, 2015, 115). Generally You want to recruit 25% more people than the number needed so if a company is wanting six people within the group you would recruit eight. What is a good incentive for participants (Shank & Lyberger, 2015, 115)? Depending on the type of research that you are conducting would determine the proper incentive for your team members. Where should the focus group be conducted? (Shank & Lyberger, 2015, 115). The best place to conduct a focus group would be in an up-to-date focus group facility which is equipped with modern facilities to make the research go smoothly. How should a moderator be chosen? (Shank & Lyberger, 2015, 115). A moderator should have the characteristics of a good listener quick learner friendly leader and a high degree of sports industry knowledge. How many groups

should be conducted? (Shank & Lyberger, 2015, 115). The number of groups interviewed depends on the number of different characteristics that are being examined in the research if your group is wanting to assess more than one focus the multiple groups should be chosen. What about the composition of the group? (Shank & Lyberger, 2015, 115). Generally focus group participants should be homogeneous which means they should be as similar as possible. 10. Outline the nine steps in questionnaire design. What are some of the most common errors in the wording of questions? 1. Specify information requirements- For the first step the information requirements must be specified in the researcher figures out what information needs to be gathered through a questionnaire (Shank & Lyberger, 2015, 119). 2. Decide method of administration- The method of administration can be used in either male phone email websites or personal interviews depending on what is being measured (Shank & Lyberger, 2015, 119). 3. Determine the content of questions- Having the right content for the questions is important therefore the question is asked in the right nature (Shank & Lyberger, 2015, 120). 4. Determine the form of response for questions- The form of the response is dependent on the degree of structure in the question. (Shank & Lyberger, 2015, 121). Having open-ended questions allows the respondent to feel comfortability answering with their responses.

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