Sports Market Research and Outlets Chapter 6.1 The Research Process

If you had to choose... would you rather be an all-star athlete but smell horrible or never be famous but smell great.? If you had to choose would you rather be stuck in a one-room cabin for two weeks during a severe snowstorm with Lady Gaga or Ricky Martin? Coke or Pepsi? If you had to choose…would you rather drink a cup of spoiled milk or eat 10 slices of rotten cheese? If you had to choose would you rather be unable to taste for a year or see for two months? Would you rather be stuck in an elevator with two wet dogs or with two people with terrible breath? Would you rather read minds or fly? Would you rather be stuck in a broken elevator or a broken ski lift?

Research & Marketing Concept What is market research? Can you personally ask each and every customer about their level of satisfaction? Red Sox 7 th inning stretch VS Durham Bulls 7 th inning.

Steps in the Research Process 1.Identify the problem 2.Conduct secondary research 3.Select and design primary research 4.Collect data 5.Report & analyze data

Ok… So what’s the problem? What can we do to…? What would happen when…? Would it be better if…? Hey, why don’t we…?

Who’s Asking? Secondary research is published data. Could come from internal or external data sources Can be sold – Which group??

What Are You Asking Me? Primary research is original research conducted for a specific marketing situation. Three types: – Experiment – Observation – Survey Focus Group Questionnaires

Numbers Are Your Friends Survey Monkey Census – Counts everyone Sample – Representative of population Ask specific questions to determine if your sample is qualified. Data Mining – Collecting and looking for relationships.

And the Survey Says Qualitative Subjective Paragraph format. Inferences Insight Quantitative Objective Numbers Formal report