1. Sports & Entertainment Marketing II
1.06 Collect secondary marketing data to ensure accuracy and adequacy of information for decision making

2. Keys to Successful Marketing
Must understand and meet customer needs and wants
To meet customer needs, marketers must collect information

3. The Collection Process
This collection process includes:
Intelligence generation
Monitoring the external environment
Collecting data
Coordinating the collected data
Intelligence dissemination
Sharing the data gathered
Responsiveness
Analyzing the data
Detecting an anticipating customer demand
Utilizing the information to develop effective marketing strategies

4. Information Information gathered from others can be reported in:
Final reports
Journal articles
Oral presentations

5. Determining Type of Data
Marketers can use one of three different research designs (or some combination of the three) to collect marketing data.
The research design chosen for the study should stem directly from the questions which need to be answered and how much time, money, and resources are available for the study.

6. Research Designs Exploratory research Descriptive research
Used when the problem is not well-defined
Answers questions such as, “Why are ticket sales down?”
Descriptive research
Often used to determine characteristics of the target market
Answers, “who, what, where, when, and how often” questions
Causal research
Explores the relationship between two variables
Answers questions such as, “Does increased advertising result in more ticket sales?”

7. Collecting Information
Marketing information can be collected in various ways:
Primary research
May include surveys that can be mailed, posted on the Internet, conducted on the phone, or carried out in person by intercepting people at sporting events
Secondary research
Obtaining and using data collected for another reason
Examining the content of written materials (e.g., financial statements, ticket sales numbers, newspaper articles, etc.)