Market Research in Sports/Entertainment

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Presentation transcript:

Market Research in Sports/Entertainment Unit 3 SEM

Opening Question What topics do market researchers focus on when doing research in sports and entertainment?

Marketing Research Gather, disseminated information regarding marketing problems Process Define problem Analyze situation Process for data collection Collect data Analyze findings Solution Implement/check for success

Data Primary Secondary Collecting data for specific research problems Preexisting data Data gathered from another source

Collecting Data Primary Data—Sample size Secondary Data collections Finding the correct amount people to represent the population Sample must represent demographics of population Secondary Data collections Research companies Nielsen http://www.nielsen.com/us/en/insights/reports/2015/local-watch-where-you-live-and-its-impact-on-your-choices-q1-2015.html

Sophisticated Research Growth of Market Research industry has lead to developments in research techniques Data Mining Using computers to “dig up” data Nielson is a data source that using mining for clients Using “cookies” to data mine Used to collect data on online consumers—tracks behaviors Ratings

Ethical Issues Consumer Privacy Unethical practices Cookies Federal Trade Commission Must protect privacy of business and consumer Illegal to disguise market research as a sales tactic Reporting truthful findings

Work Session Nielsen Activity Braves Stadium Activity