1. Market Research in Sports/Entertainment
Unit 3 SEM

2. Opening Question
What topics do market researchers focus on when doing research in sports and entertainment?

3. Marketing Research
Gather, disseminated information regarding marketing problems
Process
Define problem
Analyze situation
Process for data collection
Collect data
Analyze findings
Solution
Implement/check for success

4. Data Primary Secondary Collecting data for specific research problems
Preexisting data
Data gathered from another source

5. Collecting Data Primary Data—Sample size Secondary Data collections
Finding the correct amount people to represent the population
Sample must represent demographics of population
Secondary Data collections
Research companies
Nielsen

6. Sophisticated Research
Growth of Market Research industry has lead to developments in research techniques
Data Mining
Using computers to “dig up” data
Nielson is a data source that using mining for clients
Using “cookies” to data mine
Used to collect data on online consumers—tracks behaviors
Ratings

7. Ethical Issues Consumer Privacy Unethical practices Cookies
Federal Trade Commission
Must protect privacy of business and consumer
Illegal to disguise market research as a sales tactic
Reporting truthful findings

8. Work Session
Nielsen Activity
Braves Stadium Activity