Common problems in sport marketing research Rutger van Wesel.

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Presentation transcript:

Common problems in sport marketing research Rutger van Wesel

Researchers questions How big should my population be? How big should my population be? How dependable are my findings? How dependable are my findings? Where / When certain questions? Where / When certain questions? How can randomness be ensured? How can randomness be ensured? Etc. Etc.

Techniques for finding answers Sampling Sampling Questionnaire design Questionnaire design

Sampling What is the structure of the population to be surveyed? What is the structure of the population to be surveyed? Homogenous random-sample survey Homogenous random-sample survey Segmented stratified sample survey Segmented stratified sample survey How can randomness be ensured? How can randomness be ensured? Distribute surveys in concession areas Distribute surveys in concession areas How reliable should the result be? How reliable should the result be? How higher the reliability the larger the population How higher the reliability the larger the population

Designing the questionnaire (1) What do I want to know? What do I want to know? Feel for possible answers Feel for possible answers Simple, objective, pre-coded questions Simple, objective, pre-coded questions Demographics at the end Demographics at the end Group similar and related questions Group similar and related questions Logical sequence Logical sequence From general to specific From general to specific

Designing the questionnaire (2) Not a large number of pre-coded or semantic differentials in sequence Not a large number of pre-coded or semantic differentials in sequence Use semantic differentiation with care in attitude questions Use semantic differentiation with care in attitude questions Free of ambiguities Free of ambiguities Each question must have a distinct purpose Each question must have a distinct purpose Final open-ended question Final open-ended question

Analyzing survey data Data-entry / analysis program Data-entry / analysis program SPSS SPSS PC+ PC+ Cross tabulations Cross tabulations

Questions