Unit 4 “Research Tools”. Marketing Research -Systematic process of collecting, analyzing and interpreting data to reduce the risk in decision-making What.

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Presentation transcript:

Unit 4 “Research Tools”

Marketing Research -Systematic process of collecting, analyzing and interpreting data to reduce the risk in decision-making What kinds of studies would need to be done in sports marketing? When to use in the context of the marketing plan? How to conduct a marketing research study?

Primary Data –Info. Gathered firsthand Secondary –Info. Already collected –Govt. reports –Trade journals –Trade Associations –Periodicals Phoenix Cardinals might want to explore merchandise trends before undertaking a study to see why their merchandise sales have fallen

Primary Data Interviews Focus groups-8-10 people –XFL-focus group w/males under 24 to pare down nicknames –Food to sell in concession area –Evaluate proposed ad campaign

Marketing Research Process Problem/Opportunity Definition Choosing a Research Design Type Choosing a Data Collection Method Designing a Data Collection Form Choosing a Sampling Technique & Collecting Data Data Analysis Final Report Preparation

Abbreviated Research Proposal PROBLEM STATEMENT RESEARCH OBJECTIVES METHODOLOGY –Sample –Procedures DATA COLLECTION INSTRUMENT

Designing A Questionnaire Specify Information Requirements Determine Method of Administration Determine Content of Questions Determine Form of Response Determine Exact Wording of Questions Determine Question Sequence Pretest and Revise if Necessary