1. Chapter 4
Sport Marketing Research

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. Why is research vital to sport marketing?
• To gain relevant information needed or to solve
a problem to inform decisions in the sport
business
• To enhance the body of knowledge in sport
marketing as a field of study
• To publish this information in journals and
books, deliver to students in sport management
classrooms, and share with industry
professionals for their work.

4. Sport Marketing Research Continuum
Simple: Reading a newspaper, magazine, or sport management journal.
Results: learn about a new sport business opening; a new technology
being used in sporting equipment; a study on the demographics of fans
of the LPGA.
Complex: The 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
with disabilities in sports activities to determine their sports activity
choices in adulthood, or (c) a study of arena advertising to determine its
effects on spectators over a long period of time.
SIMPLE COMPLEX

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

6. To Identify and Define
Marketing
Opportunities,
Problems, and Threats.
• Opportunity: a chance
for a sport company to
capitalize on something
that will most likely be
positive for the company
• Problem: something isn’t
quite right
• Threat: occurs when
something will most likely
have a negative effect on
the sport company.

7. To Generate, Refine, Evaluate, and MonitorTo Generate, Refine, Evaluate, and Monitor
Marketing Actions.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

8. To Monitor Marketing Performances.To Monitor Marketing Performances.
 Determine if marketing efforts are performing
according to the established goals
(Ex.—Does the money spent on an ad in the Yellow(Ex.—Does the money spent on an ad in the Yellow
Pages actually bring in business?)Pages actually bring in business?)

9. To Improve Understanding of Marketing asTo Improve Understanding of Marketing as
a Process.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.

10. To Analyze and Understand the SportTo Analyze and Understand the Sport
Company, Its Industry, and Its Competition.Company, Its Industry, and Its Competition.
 Knowledge derives from information; information
derives from research and study.
[see Tables 4.4, 4.5, and 4.6 (pp. 105-107)]

11. The 7-step Marketing Research Process
1. Define the objective.
2. Locate existing relevant information.
3. Consider hiring research company.
4. Determine the research design.
5. Conduct the study.
6. Analyze the data.
7. Use any new knowledge.

12. Sources of Information
• Primary Sources: sources from which information
is gathered directly. Ex.—Studies
• Secondary Sources: sources that contain
information that someone else compiled and
reported, published, or collected.

13. Research Methods
• Surveys: In Person, Phone, Mail, Web
• Observation: Formal or Informal
• Interview
• Focus Group
• Purchase Behavior
• Test Marketing
• Other Scientific Research