Your SlideShare is downloading. ×
0
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Unit 3 - Marketing Research
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Unit 3 - Marketing Research

1,046

Published on

Sports Marketing notes for Unit 3: Marketing Research

Sports Marketing notes for Unit 3: Marketing Research

Published in: Education, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,046
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 1 Unit 3:Unit 3: MARKETINGMARKETING RESEARCHRESEARCH Sports MarketingSports Marketing Mr. ElsesserMr. Elsesser
  • 2. 2 What is Marketing Research?What is Marketing Research?  ‘‘the systematic gathering, recordingthe systematic gathering, recording and analysing of data aboutand analysing of data about problems relating to the marketing ofproblems relating to the marketing of goods and services”goods and services”  Carried out through aCarried out through a Marketing Information System (MIS)Marketing Information System (MIS)
  • 3. 3 The Importance ofThe Importance of Marketing ResearchMarketing Research Marketers spend much timeMarketers spend much time researching their marketsresearching their markets because:because: Identifies the needs of the market.Identifies the needs of the market. Marketing activities are expensive.Marketing activities are expensive. Marketers want their plans to haveMarketers want their plans to have the most impact possible.the most impact possible.
  • 4. 4 WHAT IS AN MIS?WHAT IS AN MIS?  An MIS is an organized method ofAn MIS is an organized method of collecting and storing importantcollecting and storing important information for marketers to use (andinformation for marketers to use (and to make) necessary decisions for theirto make) necessary decisions for their organizations.organizations.  An MIS can be as simple as a notebook orAn MIS can be as simple as a notebook or as complex as technical computeras complex as technical computer databases.databases.
  • 5. 5 TYPES OF MARKETINGTYPES OF MARKETING QUESTIONS AN MISQUESTIONS AN MIS NEEDS TO ANSWERNEEDS TO ANSWER WHEN do consumers buy (at the event or before from home) WHO consumes our product decides to purchase attends with whom WHY do consumers buy our product do certain cluster of customers occur WHAT products compete with ours benefits does consumer seek factors influence demand HOW do consumers use our product much do customers buy WHERE is the decision made to buy do buyers seek product info do customers buy the product
  • 6. 6 RESEARCHING THERESEARCHING THE GENERAL MARKETGENERAL MARKET  When conducting your research, there areWhen conducting your research, there are crucial things you need to find out:crucial things you need to find out: Critical Trading RadiusCritical Trading Radius  How far will customers travel for your product?How far will customers travel for your product? Size of the marketSize of the market  Is the market big enough to support your team?Is the market big enough to support your team? DemographicsDemographics PsychographicsPsychographics Spectatorship Levels for each demographic segmentSpectatorship Levels for each demographic segment  How many women watch football?How many women watch football? Data on Future TrendsData on Future Trends  What is the trend for changing uniforms?What is the trend for changing uniforms?
  • 7. 7 DATA SOURCESDATA SOURCES FOR AN MISFOR AN MIS An MIS has TWO general sources ofAn MIS has TWO general sources of Data:Data: INTERNALINTERNAL Information from within the organization.Information from within the organization. EXTERNALEXTERNAL Information from outside the company.Information from outside the company.
  • 8. 8 EXAMPLES OFEXAMPLES OF INTERNAL SOURCESINTERNAL SOURCES Sales RecordsSales Records Inquiries from customers or fansInquiries from customers or fans Accounting RecordsAccounting Records Letters or Phone Calls ofLetters or Phone Calls of Complaint or PraiseComplaint or Praise Web Site InteractionWeb Site Interaction
  • 9. 9 EXTERNALEXTERNAL SOURCESSOURCES  External Sources can be broken downExternal Sources can be broken down into two main categories:into two main categories: 1)1) Secondary DataSecondary Data  Data you receive from other sources.Data you receive from other sources.  Newspapers, Magazines, Websites,Newspapers, Magazines, Websites, EncyclopediaEncyclopedia 2)2) Primary DataPrimary Data  Data that you collect first hand.Data that you collect first hand.
  • 10. 10 SECONDARY DATASECONDARY DATA EXAMPLESEXAMPLES  Census Reports (every ten years)Census Reports (every ten years)  Census-Based Demographic ReportsCensus-Based Demographic Reports  State AgenciesState Agencies NYS Dept. of Education—School Report CardsNYS Dept. of Education—School Report Cards  Public LibrariesPublic Libraries  Chambers of CommerceChambers of Commerce  Trade Associations—player unionsTrade Associations—player unions  Professional Research Services—Professional Research Services— (Nielsen Ratings, Box Office Stats)(Nielsen Ratings, Box Office Stats)  Trade Publications and WebsitesTrade Publications and Websites (ESPN, FANTASY FOOTBALL STATS)(ESPN, FANTASY FOOTBALL STATS)
  • 11. 11 TYPES OFTYPES OF PRIMARY DATAPRIMARY DATA SOURCESSOURCES  PersonalPersonal Observation/InterviewsObservation/Interviews  Focus GroupsFocus Groups  Personal InterviewsPersonal Interviews  Community InterceptsCommunity Intercepts  Panel of ExpertsPanel of Experts  Mystery ShopperMystery Shopper  Surveys andSurveys and QuestionnairesQuestionnaires  On-Site SurveysOn-Site Surveys  Mail SurveysMail Surveys  TelephoneTelephone SurveysSurveys  ComputerizedComputerized SurveysSurveys
  • 12. 12 SURVEYS ANDSURVEYS AND QUESTIONAIRESQUESTIONAIRES Surveys are one of the best methods to conduct research. Offered electronically and in hard-copy Consists of open-ended and close- ended questions. http://changingminds.org/techniques/question
  • 13. 13 Survey QuestionsSurvey Questions  Open-Ended Questions:Open-Ended Questions:  Questions to which there is not one definite answer.Questions to which there is not one definite answer.  Respondents answer questions in their own words.Respondents answer questions in their own words.  Ex: "Are there any other comments about the courseEx: "Are there any other comments about the course you would like to add?"you would like to add?"  Advantages:Advantages:  Very useful to pick-up unique information.Very useful to pick-up unique information.  Yield quotable material.Yield quotable material.  Steinbrenner is an excellent subject for any biography, but "Steinbrenner" doesn't live up to the man.  “These hotdogs make me sick!”  Disadvantages:Disadvantages:  Responses can be more difficult to catalogue and interpret.Responses can be more difficult to catalogue and interpret.  Time consuming to read and record data.Time consuming to read and record data.
  • 14. 14 Survey QuestionsSurvey Questions Close-Ended Questions:Close-Ended Questions:  Have a finite set of answers that theHave a finite set of answers that the respondent chooses.respondent chooses. AdvantagesAdvantages Easy to standardizeEasy to standardize Data gathered from leads to easy statistical analysisData gathered from leads to easy statistical analysis Disadvantages:Disadvantages: More difficult to write than open-ended questions, asMore difficult to write than open-ended questions, as the evaluator must design choices to include all thethe evaluator must design choices to include all the possible answers a respondent could give for eachpossible answers a respondent could give for each question.question.  See example sheet.See example sheet. Source: http://coe.sdsu.edu/eet/Articles/surveyquest/index.htm
  • 15. 15
  • 16. 16 TIPS FOR DESIGNINGTIPS FOR DESIGNING A QUESTIONNAIREA QUESTIONNAIRE  Only publish contain questions for which theOnly publish contain questions for which the marketer really needs answers for.marketer really needs answers for.  Simple, objective, closed-ended questionsSimple, objective, closed-ended questions should be used most of the time.should be used most of the time.  Demographic questions should come at the endDemographic questions should come at the end of the survey.of the survey.  Similar and related questions should beSimilar and related questions should be grouped together and should flow from generalgrouped together and should flow from general to specific.to specific.  Vary the style of questions used to maintainVary the style of questions used to maintain interest.interest.  The questions should be free of ambiguities.The questions should be free of ambiguities.

×