Explain sources of secondary sport/event information Sports & Entertainment Marketing I Objective 2.04

Secondary Data Data collected by someone other than the user Sources include; government data, business periodicals (team media guides), internet, trade/industry associations, news media, Sports Information/Media Relations depts Saves time but might not be specific to what the company is looking for

Qualitative Data Deals with descriptions Data can be observed but not measured Colors, textures, smells, tastes, appearance, beauty, etc Qualitative → Quality Not used often in Sport/Event marketing

Quantitative Data Deals with numbers (team stats) Data which can be measured (wins & losses) Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc (player stats) Quantitative → Quantity  More beneficial and widely used in sport/event mktg

Sources of Internal Data Data that originates from within your business Budgets (advertising, personnel, etc) Schedules (wins/losses) Call reports (telemarketing) Order/shipping/billing records Sales reports (ticket sales, sponsorship sales, etc) Customer complaints/requests

Adv/Disadv of Internal Data Advantages Based on own business Easy to collect & analyze Inexpensive to collect Usually already exists Disadvantages Doesn’t allow info from competitors for comparison Could be bias based on team standing, economy, etc

External Data Data that originates outside the organization for which the research is being done More difficult because the data has much greater variety & you have more sources May not know the conditions in which the data was collected

Why do marketers use external data? Efficient It already exists! Provides a basis for comparison How does NC State compare to UNC? NC State has beat UNC the last 5 years in football. Gonna make it 6 on Oct 27!  Fills in the gaps in primary information Improves understanding of the problem

Info Available from External Sources Political/Governmental Economical – have ticket sales decreased during a down economy? Can fans afford tickets? Social – Twitter, Facebook, Instagram, etc Technological Environmental (Physical) – facilities, locations Legal Demographic – age, income, gender, education, occupation, etc

E-Marketers Use external information to help guide their efforts Use digital customer information such as clickstream data Gives webmasters a view of what users are viewing Raises serious security concerns Data sold as a way to increase revenue