 PE – Understand data collection-collection methods to evaluate their appropriateness for the research problem/issue.  PI – Explain sources of secondary sport/event information

Estimate Prediction Marketing Information Fact

a. Primary Sources  Primary sources are original materials  Examples:  Interviews  Newspaper articles  Focus Groups  Polls & Surveys  Sampling b. Secondary Sources  Information generated after reviewing primary data  Conclusions you make from primary data  Examples:  Reports  Summary  Recommendations

c. Internal Within organization info  Sales Records  Accounting Records  Communication within the organization (Complaints/Praise) d. External Outside organization info  Census Reports  Public Libraries  State Agencies  Chamber of Commerce

i. Request and Complaint Reports - A record of customers and the product(s) that they requested, along with records of complaints made by customers. ii. Lost Sales Reports – returns, damages or refusals iii. Call Report - records of sales people’s meeting or contact with customers iv. Activity Report - reports requiring salespeople to provide details (such as number of calls made, new accounts opened, displays arranged, dealer sales meetings attended and so on) as a measure of their activity in a given sales period.

i. All marketing information (internal & external) must be objective & accurate data collected in an organized & systematic manner ii. Types 1. Customer 2. Marketing mix 3. Business Environment

 Age  Gender  Income  Education  Family size  Home ownership  Address  Occupation  How money is spent  Attitudes  Primary needs  Product purchases  Purchase frequency  Brand preferences  Information needs  Media preferences  Shopping behavior  Feedback  Expectations

a. Data can be used to determine your Marketing Mix b. Product i. Basic Product Type ii. Product Features iii. Good or Service iv. Packaging c. Price i. Credit Choice ii. Discounts iii. Market d. Place i. Distribution ii. Selling Locations e. Promotion i. Promotion Methods ii. Promotion Timing

a. Type of competition – direct/indirect/price b. Competitors’ strengths & strategies - visit them to gain data - use mystery shopper c. Economic conditions d. Government policies e. New technology f. Consumer protection g. Ethical issues h. Tax policies i. Proposed laws j. International markets k. Risk Management

1. To know what web sites and advertisements visitors see, sports and event e-marketers would check A.text files. B.direct delivery programs. C.clickstream data D.Internet service providers.

1. To know what web sites and advertisements visitors see, sports and event e-marketers would check A.text files. B.direct delivery programs. C.clickstream data D.Internet service providers

2. A sport/event organization that wants to obtain information about the population in a certain geographic location might use A.government sources. B.telephone surveys. C.primary databases. D.personal questionnaires.

2. A sport/event organization that wants to obtain information about the population in a certain geographic location might use A.government sources. B.telephone surveys. C.primary databases. D.personal questionnaires

3. Which of the following is a secondary source of sport/event information: A.Personal interviews B.Computerized surveys C.Accounting records D.Demographic reports

3. Which of the following is a secondary source of sport/event information: A.Personal interviews B.Computerized surveys C.Accounting records D.Demographic reports

 2.04 Activity 1: Game Notes  2.04 Activity 2: Data Sources  Quiz tomorrow