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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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