Unit 3 Sports Marketing Research


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Unit 3 Sports Marketing Research

  2. 2. 2 WHAT IS AN MIS? An MIS stands for Marketing Information System. An MIS is an organized method of collecting and storing important information for marketers to use to make necessary decisions for organizations. An MIS can be as simple as a notebook or as complex as technical computer databases.
  3. 3. 3 TYPES OF MARKETING QUESTIONS AN MIS NEEDS TO ANSWER W H E N - D o c o n s u m e r s b u y ? ( a t th e e v e n t o r b e f o r e f ro m h o m e ) W H O - C o n s u m e s o u r p r o d u c t? - D e c id e s t o p u r c h a s e ? - A t t e n d s w it h w h o m ? W H Y - D o c o n s u m e r s b u y o u r p r o d u c t? - D o c e r t a in c lu s te r o f c u s t o m e r s o c c u r? W H A T - P r o d u c t s c o m p e t e w it h o u r s ? - B e n e f it s d o e s c o n s u m e r s e e k ? - F a c t o r s in flu e n c e d e m a n d ? H O W - D o c o n s u m e r s u s e o u r p r o d u c t? - M u c h d o c u s t o m e r s b u y ? W H E R E - I s t h e d e c is io n m a d e t o b u y ? - D o b u y e r s s e e k p r o d u c t in f o ? - D o c u s t o m e rs b u y t h e p r o d u c t?
  4. 4. 4 RESEARCHING THE GENERAL MARKET There are important data needed from the general market. Some are: Critical Trading Radius--how far will customers travel for your product? Size of the market--Is the market big enough to support your team? Demographics Psychographics Level of spectatorship for each demographic segment--how many women watch football? Data on Future Trends--what is the trend for changing uniforms?
  5. 5. 5 DATA SOURCES FOR A Marketing Information System THERE ARE TWO GENERAL SOURCES OF DATA FOR AN MIS: INTERNAL  within-organization information EXTERNAL  information from outside the company
  6. 6. 6 INTERNAL SOURCES Sales Records Inquiries from customers or fans Accounting Records Letters or Phone Calls of Complaint or Praise Web Site Interaction
  7. 7. 7 EXTERNAL SOURCES External Sources can be broken down into two main categories: 1) Primary Data – Information that we have 2) Secondary Data – Information that we get from someone else
  8. 8. 8 TYPES OF PRIMARY DATA SOURCES  Personal Observation  Focus Groups  Personal Interviews  Community Intercepts  Panel of Experts  Mystery Shopper On-Site Surveys Mail Surveys Telephone Surveys Computerized Surveys Surveys and Questionnaires* * Used most frequently*
  9. 9. 9 TIPS FOR DESIGNING A QUESTIONNAIRE  It should only contain questions for which the marketer really needs answers.  Simple, objective, closed-ended questions should be used most of the time.  Demographic questions should come at the end of the survey.  Similar and related questions should be grouped together and should flow from general to specific.  Try to vary the style of questions used to maintain interest.  The questions should be free of ambiguities.
  10. 10. 10 SECONDARY DATA EXAMPLES Census Reports--every ten years Census-Based Demographic Reports State Agencies--Department of Recreation Public Libraries Chambers of Commerce Trade Associations--player unions Professional Research Services--Nielsen Company Trade Publications--print and online