NFL Marketing Research Proposal

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Executive Summary
The National Football League is one of America’s largest forms of sports fandoms. NFL fans
tend to be extremely loyal to their teams, players, and coaches. When it comes to the NFL
organization, fans tend to have two opinions, either very strong, or could care less. Over the
past year the NFL has had a series of bad press regarding players and how the NFL
Commissioner, Roger Goodell is handling the issues.
The NFL needs to make a major change overall. The NFL Players need to understand that
even if they believe this is their job, they are also role models for future generations and how
they behave on and off the field is perceived as ‘appropriate’ behavior. Roger Goodell needs
to create a standard and bylaws for all NFL ‘employees’ which would include players,
coaches, and staff within the organization. Without a set of rules, Goodell has been able to
treat different players cases however he sees fit for each player instead of treating them all
equally.
The research throughout this proposal will show that the NFL has work to do in all aspects of
their organization. The research will be conducted directly with NFL fans. It includes a mix
of researching the US Census, social media analytics, qualitative analysis, and quantitative
analysis. This proposal will also outline how the information will be used once it is received.
The overall objective of this research is to gain the trust back from the fans and create a
unified front when it comes to organization policies.

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Background……………………………………….... 4
Research Objectives……………………………….. 6
Recommended Methodology……………………… 6
Research Design……………………………………………... 6
Exploratory…………………………………………………… 6
Descriptive……………………………………………………. 7
Causal…………………………………………………………. 7
Data Collection Method………………………………........... 8
US Census…………………………………………………….. 8
Social Media………………………………………………….. 9
Qualitative Research………………………………………….. 9
Quantitative Research……………………………………….... 11
Sample Plan………………………………………………….. 12
Analytical Plan………………………………………………. 14
Deliverables………………………………………… 16
Time Table…………………………………………. 31
Conclusion………………………………………….. 31
Appendices…………………………………………. 32
Appendix-A…………………………………………………... 32
Appendix-B…………………………………………………... 36
Appendix-C…………………………………………………... 42
Appendix-D…………………………………………………... 45
Appendix-E…………………………………………………... 53
References………………………………………….. 55

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Background
The National Football League was formed in 1920 under the name of the American
Professional Football Association (Klein, 2014). The APFA started with 12 teams, some of
which have changed owners and cities, while others were disbanded (Pro Football HOF,
2014). Today, the NFL is a multi-billion-dollar enterprise, with 32 teams throughout the
country (Klein, 2014). NFL teams play 16 games in a 17-week period. The major event in the
NFL is the Super Bowl, which is the most watched sporting event of all time (Brown, 2014).
NFL Players may not be role models in the sense that all children will be able to be
professional athletes, but athletes are showing children how to use their heart, have initiative,
and that hard work can change a community (Steinberg, 2013).
In the past few years, there has been a rise of bad press attached to NFL players. In the past
15 years, the average amount of NFL players arrested per year is 52 (USA Today, 2014).
Year
Number of
Arrests
2014 48
2013 62
2012 47
2011 48
2010 54
2009 52
2008 68
2007 63
2006 71
2005 48
2004 39
2003 43
2002 43
2001 44
2000 39

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In July 2014, the NFL suspended Ray Rice, with the Baltimore Ravens, for two games, for
knocking his fiancée unconscious. There has been a rise in domestic violence arrests in the
NFL over the years, with a total of 83 domestic violence arrests. “Domestic violence
accounts for 48 percent of arrests for violent crimes among NFL players, compared to our
estimated 21 percent nationally” (Morris, 2014). Not until the video of Ray Rice knocking
out his, then fiancée, surfaced through TMZ, did the NFL take action against Ray Rice for
more than a two game suspension. The NFL felt a lot of pressure at that time to make a
drastic statement to indefinitely suspend Ray Rice. After, there was a lot of speculation on if
the NFL covered up the event before it was released to the press. “The NFL initially
suspended Rice for two games prior to TMZ releasing video of his domestic abuse. Rice's
legal team allegedly contends he deserves a suspension no longer than the new NFL policy of
six games for first-time offenders because commissioner Roger Goodell was made aware of
what was on the video” (Rohrbach, 2014, para 3). On December 1, 2014, Ray Rice won his
appeal against an indefinite suspension and was reinstated to the NFL (ESPN, 2014). Ray
Rice is not the only NFL player this year that has been arrested for domestic violence. Since
the beginning of 2014, 4 other players have been arrested for domestic violence.
The other major NFL player that has been involved in the news in 2014 is Minnesota
Vikings’ Running Back, Adrian Peterson. On September 17, 2014, Adrian Peterson was
arrested on recklessly injuring his 4-year-old son (Mello, 2014). The problem with the NFL
doesn’t just involve the NFL Players, but how the NFL Commissioner handles these issues.
The research conducted in this proposal will give insight into the views of NFL fans and if
there is a relationship between the NFL Organization and viewership of the sport.

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Research Objectives
The objectives of this study would be to assist the NFL Organization conduct research:
• To determine how fans perceive Roger Goodell as NFL Commissioner
• To compare how the NFL is viewer compared to other professional sports
• To establish if bad press effects NFL viewership
Recommended Methodology
Research Design
Exploratory
Exploratory research is generally the initial research conducted to understand a concept
(McDaniel & Gates, 2013). For the situation in the NFL, three types of exploratory
research can be conducted in order to gather the information needed to redefine the
NFL’s image.
1. “Experience surveys involve talking with knowledgeable individuals, both inside and
outside the organizations, who may provide insights into the problem” (McDaniel &
Gates, 2013, p. 37). For this research, I would suggest that the NFL talk to coaches and
players that are viewed as leaders, inside the organization. They should also talk to
lawyers, domestic violence counselors, and reporters from the major sports networks like,
ESPN, NBC, FOX, CBS, and even other sports organizations like the MLB, NBA, NHL,
MLS, etc.
2. Secondary data analysis is data that’s gathered for a reason unrelated to the situation
(McDaniel & Gates, 2013). Secondary data can include TV viewership like I talked about
above, and data about NFL player’s arrests.
3. Case analysis is information from other situations that are similar to the current research

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problem (McDaniel & Gates). Unfortunately, the situation that the NFL is currently in
has happened before in all different sports organizations. Research can be done on how
other Leagues handled the situation. In 2006, Brett Myers of the Philadelphia Phillies was
arrested for domestic violence. The MLB was criticized for how they handled the
situation (Associated Press, ESPN, 2006).
Descriptive
“Descriptive studies are conducted to answer who, what, when, where, and how
questions” (McDaniel & Gates, 2013). With this type of research the NFL could focus
more on how to regain the trust of their fans and gain a positive image. Surveys should be
given to current NFL fans. For example, if the fan knows about the participation of teams
in philanthropy. In the surveys for fans, the NFL can get demographic and lifestyle
information. This will help determine who is more likely to change their view of the NFL
after a certain time period and major changes are implemented within the organization.
Causal
The last basic type of research is causal studies. “In causal studies, the researcher
investigates whether the value of one variable causes or determines the value of another
variable in an attempt to establish linkage between them” (McDaniel & Gates, 2013).
This type of research for the NFL should include an experimental design. Experimental
design refers to a test in which the researcher has control over and manipulates one or
more independent variables (McDaniel & Gates, 2013, p. 187). The design for this
research will be A/B testing. The experimental design for the NFL for this research
problem is a true experimental design with a traditional test market. The independent
variable that the NFL will be manipulating is negative press and headlines when you

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enter the NFL’s website. The dependent variable that the NFL will measure is how many
sales for tickets or how much apparel is purchased through the NFL’s website after
seeing the negative press. The test subjects will be any NFL fan that visits the NFL
website within the next 6 months. It will be conducted as a before and after with control
group design and the test subjects will be chosen at random. The NFL will set up a cookie
that will activate when a visitor clicks on tickets (to buy them) or shop (for apparel) and it
will only select half of the visitors that buy tickets or apparel. The control group will be
the visitors without the cookie and the experimental group will be the visitors with the
cookie. The people with the cookie will only see a negative headline when they open the
NFL website again. After the experiment we will see if the negative ad being the first
thing the fan sees on the website affects overall sales.
Data Collection Method
The methods outlined below will be best suited for the NFL’s research. The methods will
include collection of information from the United States Census, collection of social media
data, qualitative research, and quantitative research.
US Census
The focus for the National Football League research is to find out if negative press affects
the viewership and buying behavior of NFL fans. One of the marketing research
objectives is to determine the demographic profile of a typical NFL fan. While searching
through the Census some very useful data and information was found. Some information
on the US Census pertains directly to the NFL and information surrounding Domestic
Violence in the US. Considering the bad press this year has been about domestic

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violence, looking at statistics of the crime would be helpful in understanding the negative
press. All of the US Census tables are located in Appendix-A.
Social Media
The social media analytics are located in the Appendix-B. After searching through
several different social media analytical tools, a few social media marketing strategies for
the NFL have been determined.
• Change timing of Facebook posts from between 10 a.m. and 1 p.m. EST to between
the times of 1 p.m. and 4 p.m. EST within the next 6 months
• Ask more questions on Facebook and Twitter to create a conversation between fans
and the NFL before the Super Bowl in February of 2015
• Respond to fans posts on Facebook and tweets on Twitter to show that the NFL cares
about their fans within the next two months
These three objectives will help the NFL interact with their fans through social media,
which will create a positive brand relationship between fans of teams to fans of the
National Football League.
Qualitative Research
The qualitative research will include a series of focus groups. The recruitment criteria for
these focus groups are:
• 6 Groups – 8 Participants in each group
• Separated by Sex and then by Class
Men Women Class
18-
34
18-34 Blue Collar – manual labor
Pink Collar – service industry
White Collar – professional, managerial,
administrative work
35-
49
35-49
50-
65
50-65

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• At least 1 of each race in each group, preferably 2
White
Hispanic
Asian
African
American
• ¼ of participants should have gone to college on scholarship for athletics
• ½ of participants should have children
• ½ participants must have attended at least 1 NFL game
• ¾ should watch the NFL on TV
• At least ½ should play Fantasy Football
The discussion topics for the focus groups are listed in Appendix-C. For a focus group
facility, the NFL should use:
SIS International Market Research
11 East 22nd
Street, 2nd
Floor
New York, NY 10010
Phone: (212) 505-6805
Web: www.sismarketresearch.com
Contact: Ruth Stanat, President
SIS International Market Research as the focus group facility for the NFL is the right
choice because of several reasons. SIS conducts several forms of research methods:
• Primary Custom Research
• Secondary Custom Research
• Digital Research Methods
• NYC Focus Groups
Since NFL Headquarters are located in New York City, it is a good idea to hold a focus
group near headquarters and in a city that hosts two NFL teams, it’s a good meeting
ground. This ensures that there will be a variety of demographics in the focus group.
Another reason that SIS is a good fit for the NFL is the fact that they can host an online

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focus group and other qualitative research methods and the NFL wouldn’t have to change
companies to assist with all of their research needs. SIS was listed in the American
Marketing Association 2014 Directory of Focus Group Facilities & Moderators.
Quantitative Research
The quantitative research being conducted in the research proposal will be a an Internet
survey.
Interviewer Instructions
This questionnaire will be sent out through the Internet. The NFL will be using
Sawtooth Software to conduct this quantitative research. This survey will end after
384 people have completed it. The 384 respondents will be chosen randomly through
a list of emails on the NFL database of:
• NFL ticket purchasers within the past 2 years that
• NFL Social Media Followers
• Fantasy Football League Owners
• NFL package holders through cable or satellite
• NFL Now subscribers
The screening questions at the beginning of the questionnaire will give the population
of interest that the NFL wants to respond to this survey.
Screening Questions
The screening questions will be place at the beginning of the survey. If at the end of
the 5 screening questions they did not answer YES to at least one question, their
survey will end. The pop-up screen that will come up for the respondents that finish
after question 5 will be a coupon for $5 off any purchase in the NFL Store online and

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will have links to NFL’s social media for them to “like” or “follow.”
Questionnaire
After the 5 screening questions, if the respondent answers YES to at least one
question, the survey will continue and the first 5 screening questions will be defined
as “warm-up” questions. The questionnaire will be split equally into three types of
questions: transitions, difficult and complicated questions, and classifying and
demographic questions.
Demographics
The demographic questions will be asked at the end and used as information for the
respondent to be entered in a random drawing to win two VIP tickets to Super Bowl
50 on February 7, 2016 in the San Francisco Bay Area. The VIP tickets include two
round-trip airline tickets to San Francisco, a hotel suite for 3 nights, two tickets to the
game, and transportation on game day.
The example of the full questionnaire is located in Appendix-D.
Sample Plan
Population of Interest
Geographic Area
The National Football League is located in the US, therefore the population of interest
should be from the United States of America
Demographic Characteristics
The demographics for the population of interest should include men and women, age
25 to 60, and college educated.

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Behaviors
The population of interest’s behaviors should include at least one of the
following:
• Attended an NFL game
• Pay for NFL packages through cable or satellite
• Play Fantasy Football
• Like or Follow NFL on Facebook, Twitter, or other social media sites
Data Collection Method
Internet Survey
Even though internet surveys have problems with professional respondents and the e-
mail list may not represent the population of interest, because the NFL fan base is all
over the United States, internet surveys are the most practical and least expensive
(McDaniel & Gates, 2013). Specifically, the Internet survey would be offered to
recruited samples.
Sampling Method Recommended
• Non-Probability Sampling
• Quota Samples
Sampling Frame
The sampling frame for the online survey will be e-mails from recruited samples that
fall within the population of interest characteristics and will be retrieved through:
• NFL ticket purchasers within the past 2 years that
• NFL Social Media Followers
• Fantasy Football League Owners

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• NFL package holders through cable or satellite
• NFL Now subscribers
The number of units for this sampling frame should be the sample size increased by
30% to compensate for a lack of completion rate, 1,020 emails should be sent out to
the population of interest.
Sample Size
The population was estimated through the NFL’s social media following and the 2010
US Census Table 1246.
• NFL Twitter – 7.87M
• NFL Facebook – 11.81M
• NFL Regular Season Attendance – 2.5M
After figuring out the average between social media following and NFL regular
season attendance, the average would be approximately 8 million people. Figuring
that these 8 million people fall into the population of interest, with the acceptable
level of confidence at 95% and the acceptable level of sampling error at 5%, the
sample size would be 384.
Sampling Error
The sample error that could occur with this type of quantitative research is random
error. The NFL doesn’t have the funds to do a census for this research problem, so the
sample is the best choice because of money and time constraints.
Analytical Plan
After the sample size, 384 respondents, have completed the online questionnaire, the NFL
will begin the data analysis procedure.

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Validation and Editing
Since the questionnaire will be given through SSI Web, editing is built into the software. If
for whatever reason a few surveys were not taken online, validation and editing would need
to occur. If a survey is given via telephone, then the respondent must be contacted again to
ensure that they were actually the respondent, that the survey was given properly, and the
screening questions were asked before moving on to the rest of the questionnaire. If a survey
is printed and handed to a respondent to fill out, editing must occur. The NFL would need to
make sure the answers are legible and if the questions were filled out completely.
Coding
On the Questionnaire written for the NFL there is a total of 5 open-ended questions. With the
questionnaire being given online, data entry and coding for closed ended questions is
eliminated because the SSI Web system automatically codes the answers. One of the 5 open-
ended questions is information about the respondent, so there will not need to be any coding
for that question. The information will need to be recorded in the NFL database for future use
and for the Super Bowl 50 VIP tickets raffle. For the other four open-ended questions, the
NFL will have to go through the coding process, which is located on Appendix-E.
Data Entry
For this step, the NFL will need to enter the data into the computer that will be processing the
information.
Logical Cleaning of Data
The NFL should use IBM’s SPSS software to perform the analytics. Before starting the
analysis, a final computerized error data check. At this point the questionnaire will be
checked again for any missing information and to make sure coding is complete.

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Deliverables
After all of the data has been collected and analyzed, the information will be put into a
PowerPoint presentation and shared with the National Football League’s Organization. The
completed questionnaires will also be available for the NFL. For the data’s tabulation and
statistical analysis the NFL will use the data from the questionnaire to create several different
analyses.
Descriptive Analysis
One-Way Frequency Tables Example:
Q.1 Have you ever attended an NFL game?
Total
Total 384
100%
Yes 185
48.2%
No 199
51.8%
Questions to evaluate with one-way frequency tables:
1. Have you ever attended an NFL game?
0 Yes 0 No
2. Do you have a subscription to the NFL package through your cable/satellite provider?
0 Yes 0 No
3. Do you “like” or “follow” the NFL on social media?
0 Yes 0 No
5. Do you play Fantasy Football?
0 Yes 0 No
8. If you were to attend an NFL game, what’s the most you would pay per ticket?
$0 – $49

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$50 – $99
$100 – $149
$150 – $199
$200 – $249
$250 – $299
$300 +
9. If you’ve been to an NFL game, how much did you pay per ticket?
$0 – $49
$50 – $99
$100 – $149
$150 – $199
$200 – $249
$250 – $299
$300 +
I’ve never purchased an NFL ticket
13. Out of this list, who is your favorite NFL Player?
Tom Brady Adrian Peterson
Drew Brees Troy Polamalu
Jay Cutler Ray Rice
Robert Griffin III Aaron Rodgers
Rob Gronkowski Tony Romo
Colin Kaepernick Richard Sherman
Andrew Luck Ndamukong Suh
Marshawn Lynch Michael Vick
Eli Manning J.J. Watt
Peyton Manning Russell Wilson
14. Out of the same list who is your least favorite NFL Player?
Jay Cutler Ray Rice

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21. What is your gender?
Male Female
22. What is your age in years?
Under 12
12-17
18-24
25-34
35-44
45-54
55-64
65-74
75 or older
23. Please specify your ethnicity.
White
Hispanic or Latino
Black or African American
Native American
Asian/Pacific Islander
Other
24. Are you a citizen of the United States?
0 Yes 0 No
25. What is the highest level of education you have completed? If currently enrolled,
highest degree received.
No schooling completed
Nursery school to 8th
grade
Some high school, no diploma
High school graduate, diploma or equivalent (i.e., GED)
Some college credit, no degree

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Trade/technical/vocational training
Associate degree
Bachelor’s degree
Master’s degree
Professional degree
Doctorate degree
26. What is your marital status?
Single, never married
Married or domestic partnership
Widowed
Divorced
Separated
27. Are you currently…?
Employed for wages
Self-employed
Out of work and looking
Out of work, but not currently looking
Homemaker
Student
Military
Retired
Unable to work
28. Is your annual income before taxes…?
Under $50,000
Above $50,000
29. Would you like to be entered into a random drawing to win two Super Bowl 50 VIP
tickets?
0 Yes 0 No

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Multiple-Response Frequency Table Example:
Q.6 Which Fantasy Football platforms do you currently use?
Total Respondents Total Responses
Total 384 1,086
100% 100%
NFL.com 142 142
36.9% 13%
Yahoo 268 268
69.7% 24.7%
ESPN 216 216
56.3% 19.9%
Fox Sports 112 112
29.2% 10.3%
CBS Sports 196 196
51% 18%
My Fantasy League 56 56
14.6% 5.1%
FleaFlicker 42 42
11% 3.8%
Fanduel 24 24
6.3% 2.2%
I don’t play Fantasy Football 30 30
7.8% 2.7%
Questions to evaluate using multiple-response frequency tables:
6. Which Fantasy Football platforms do you currently use?
NFL.com
Yahoo
ESPN
Fox Sports
CBS Sports
My Fantasy League
FleaFlicker
FanDuel
I don’t play Fantasy Football
10. Which NFL team is your favorite? (Choose up to 3)
Arizona Cardinals Miami Dolphins
Atlanta Falcons Minnesota Vikings
Baltimore Ravens New England Patriots
Buffalo Bills New Orleans Saints
Carolina Panthers New York Giants

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Chicago Bears New York Jets
Cincinnati Bengals Oakland Raiders
Cleveland Browns Philadelphia Eagles
Dallas Cowboys Pittsburgh Steelers
Denver Broncos San Diego Chargers
Detroit Lions San Francisco 49ers
Green Bay Packers Seattle Seahawks
Houston Texans St. Louis Rams
Indianapolis Colts Tampa Bay Buccaneers
Jacksonville Jaguars Tennessee Titans
Kansas City Chiefs Washington Redskins
By doing a descriptive analysis, the NFL will be able to get a base line of information on the
questions written above. The SPSS software will then be able to give us frequencies,
percentages, mean, median, and modes, and range, variance, and standard deviation. This is a
good base line of information, especially for the demographic questions because then the NFL
will be able to find the mean or average NFL fan.
Inferential Analysis
With Inferential Analysis, the NFL will be able to test the original hypotheses for their
research.
Original Research Hypotheses
• NFL fans are American citizens, predominantly male, age 12 to 65.
o Null hypothesis: Mean NFL fan ≠ American Citizen
o Alternative hypothesis: Mean NFL fan = American Citizen
o Null hypothesis: Mean NFL fan’s gender ≠ male
o Alternative hypothesis: Mean NFL fan’s gender = male
o Null hypothesis: Mean NFL fan’s age range ≠ 25-34
o Alternative hypothesis: Mean NFL fan’s age range = 25-34
The NFL should use a Z test for one mean for the demographic hypothesis test.

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For the hypothesis about viewership/following compared to other major league sports
questions need to be added to the questionnaire. Questions to be added should include:
1. Have you ever attended an NBA game?
0 Yes 0 No
2. Have you ever attended an NHL game?
0 Yes 0 No
3. Have you ever attended an MLB game?
0 Yes 0 No
4. Have you ever attended an MLS game?
0 Yes 0 No
5. Do you have a subscription to the NBA package through your cable/satellite provider?
0 Yes 0 No
6. Do you have a subscription to the NHL package through your cable/satellite provider?
0 Yes 0 No
7. Do you have a subscription to the MLB package through your cable/satellite provider?
0 Yes 0 No
8. Do you have a subscription to the MLS package through your cable/satellite provider?
0 Yes 0 No
9. Do you “like” or “follow” the NBA on social media?
0 Yes 0 No
10. Do you “like” or “follow” the NHL on social media?
0 Yes 0 No

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11. Do you “like” or “follow” the MLB on social media?
0 Yes 0 No
12. Do you “like” or “follow” the MLS on social media?
0 Yes 0 No
13. Do you play Fantasy Basketball?
0 Yes 0 No
14. Do you play Fantasy Hockey?
0 Yes 0 No
15. Do you play Fantasy Baseball?
0 Yes 0 No
16. Do you play Fantasy Soccer?
0 Yes 0 No
17. Which NBA team is your favorite? (Choose up to 3)
Atlanta Hawks Miami Heat
Boston Celtics Milwaukee Bucks
Brooklyn Nets Minnesota Timberwolves
Charlotte Hornets New Orleans Pelicans
Chicago Bulls New York Knicks
Cleveland Cavaliers Oklahoma City Thunder
Dallas Mavericks Orlando Magic
Denver Nuggets Philadelphia 76ers
Detroit Pistons Phoenix Suns
Golden State Warriors Portland Trail Blazers
Houston Rockets Sacramento Kings
Indiana Pacers San Antonio Spurs
Los Angeles Clippers Toronto Raptors
Los Angeles Lakers Utah Jazz
Memphis Grizzlies Washington Wizards

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18. Which NHL team is your favorite? (Choose up to 3)
Anaheim Ducks Montreal Canadiens
Arizona Coyotes Nashville Predators
Boston Bruins New Jersey Devils
Buffalo Sabres New York Islanders
Calgary Flames New York Rangers
Carolina Hurricanes Ottawa Senators
Chicago Blackhawks Philadelphia Flyers
Colorado Avalanche Pittsburgh Penguins
Columbus Blue Jackets San Jose Sharks
Dallas Stars St. Louis Blues
Detroit Red Wings Tampa Bay Lightning
Edmonton Oilers Toronto Maple Leafs
Florida Panthers Vancouver Canucks
Los Angeles Kings Washington Capitals
Minnesota Wild Winnipeg Jets
19. Which MLB team is your favorite? (Choose up to 3)
Arizona Diamondbacks Milwaukee Brewers
Atlanta Braves Minnesota Twins
Baltimore Orioles New York Mets
Boston Red Sox New York Yankees
Chicago Cubs Oakland Athletics
Chicago White Sox Philadelphia Phillies
Cincinnati Reds Pittsburgh Pirates
Cleveland Indians San Diego Padres
Colorado Rockies San Francisco Giants
Detroit Tigers Seattle Mariners
Houston Astros St. Louis Cardinals
Kansas City Royals Tampa Bay Rays
Los Angeles Angels Texas Rangers
Los Angeles Dodgers Toronto Blue Jays
Miami Marlins Washington Nationals

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20. Which MLS team is your favorite? (Choose up to 3)
Chicago Fire New York Red Bulls
Chivas USA Philadelphia Union
Colorado Rapids Portland Timbers
Columbus Crew Real Salt Lake
D.C. United San Jose Earthquakes
FC Dallas Seattle Sounders FC
Houston Dynamo Sporting Kansas City
Los Angeles Galaxy Toronto FC
Montreal Impact Vancouver Whitecaps
New England Revolution
Differences Analysis
There is multiple differences analysis that can be evaluated from the survey that would be
interesting for the NFL. For the differences analysis the NFL can use any nominal variable that
was analyzed in the descriptive analysis.
Cross-Tabulation Example:
Q.3 Do you ‘like’ or ‘follow’ the NFL on social media?
Total Male Female
Total 384 272 112
100% 100% 100%
Yes 240 125 90
62.5% 46% 80.4%
No 144 147 22
37.5% 54% 19.6%
Using this analysis the NFL could figure out how a certain gender feels about the following
questions:
0 Yes 0 No
0 Yes 0 No
3. Do you “like” or “follow” the NFL on social media?

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0 Yes 0 No
0 Yes 0 No
NFL.com
Yahoo
ESPN
Fox Sports
CBS Sports
My Fantasy League
FleaFlicker
FanDuel
6. How likely are you to attend on of these sporting events?
Extremely Likely Very Likely Somewhat Likely Not Very Likely Not at all Likely
MLB 0 0 0 0 0
NFL 0 0 0 0 0
NHL 0 0 0 0 0
NBA 0 0 0 0 0
MLS 0 0 0 0 0
$0 – $49
$50 – $99
$100 – $149
$150 – $199
$200 – $249
$250 – $299
$300 +
$0 – $49
$50 – $99
$100 – $149

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$150 – $199
$200 – $249
$250 – $299
$300 +
Jay Cutler Ray Rice
Jay Cutler Ray Rice

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12. For each pair of adjectives, please put an “X” at the point, which reflects your current view
of the NFL Commissioner, Roger Goodell?
Honest ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Dishonest
Fair ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Biased
Strong ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Weak
Wise ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Foolish
Active ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Passive
Good ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Bad
Reliable ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Unreliable
0 No Opinion
13. Using the same list of adjectives please put an “X” at the point, which reflects your current
view of the NBA Commissioner, Adam Silver?
Fair ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Biased
Strong ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Weak
Wise ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Foolish
Active ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Passive
Good ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Bad
0 No Opinion
view of the NHL Commissioner, Gary Bettman?
Fair ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Biased
Strong ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Weak
Wise ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Foolish
Active ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Passive
Good ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Bad
0 No Opinion

WVU • IMC • 611 29
15. Using the same list of adjectives please put an “X” at the point, which reflects your view of
the newly retired MLB Commissioner, Bud Selig?
Fair ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Biased
Strong ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Weak
Wise ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Foolish
Active ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Passive
Good ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Bad
0 No Opinion
view of the MLS Commissioner, Don Garber?
Fair ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Biased
Strong ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Weak
Wise ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Foolish
Active ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Passive
Good ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Bad
0 No Opinion
Associative Analysis
The NFL will be able to use multiple statistical procedures to get a more in depth analysis of the
questionnaire.
Correlation Analysis
For the correlation analysis the NFL can figure out if an NFL fans income correlates with
how much the fan is willing to spend on an NFL ticket. The third variable for this equation
could be the number of NFL teams because the fan would have to go to one of the 32
stadiums if they are willing to purchase a ticket.

WVU • IMC • 611 30
Cluster Analysis
A cluster analysis will help the NFL with figuring out a subgroup within the demographics.
• Cluster 1 includes people that are not at all likely to attend an NFL game or any other
professional sport.
• Cluster 2 includes people that are extremely likely to attend an NFL game but only
somewhat likely to attend any other professional sport.
• Cluster 3 includes people that are extremely likely to attend an NFL game and any other
professional sport.
The cluster analysis can also be used on figuring out a subgroup between NFL social media
followers and NFL game attendees or Fantasy Football players that do attend NFL Games.
Factor Analysis
Through factor analysis the NFL will be able to determine fans as categories between:
• NFL Enthusiast: A person who has attended an NFL game, follows the NFL on
Social Media, plays Fantasy Football and is up on current information.
• NFL Band-wagoner: A person who tends to like NFL teams or players that are doing
well at the time of the survey.
• What is Football? Fan: A person who doesn’t know anything about football, but has
attended a game and is willing to pay more money for seats. This type of fan would
have also answered ‘No Opinion’ to all of the questions about the commissioners.

WVU • IMC • 611 31
Time Table
Task Timing
Gathering of data 6 days
Social Media analytics 3 days
Focus groups 2 weeks
Survey programming and quality control 5 days
Data collection 12 weeks
Final data tabulations 3 days
Final report 1-2 weeks
TOTAL 4 MONTHS
Conclusion
After this research is conducted over the 4-month time period given, the NFL will be certain of
how to effectively reach their fans and what needs to be done moving forward with Roger
Goodell as NFL Commissioner. The questionnaire and focus groups will provide enough
information from a wide variety of the NFL fan base with their views on the current situations in
the NFL. This research will also give information regarding who the NFL fans are and if they are
actively involved with current events and social media.

WVU • IMC • 611 32
Appendices
Appendix-A
Table 1244 shows the summary of College and Professional Football from 1990-2010. It breaks
down the attendance for NCAA and NFL, number of teams in college and professional and NFL
players’ salaries.

WVU • IMC • 611 33
Table 1245 shows selected spectator sports from 1990 to 2010. It breaks down information more
in depth between Baseball, Basketball, NHL and Professional Rodeo. This table is useful
because it shows player salaries for Major League Baseball compared to table 1244 which shows
National Football League Salaries.
Table 1246 shows adult attendance at sporting events for fall 2010. The data was collected
through a survey. This table is useful not only for the NFL information, but it’s nice to have a
comparison between other sporting events. This data shows that NFL games on Monday or
Thursday nights had a regular attendance of 1,119,000. NFL weekend games, (Sunday games),
had a regular attendance of 1,377,000. The playoff games and Super Bowl only had an
attendance of 829,000. The difference between attendances between regular season games to
playoff games is from a lack of seating, since there are 32 teams that play during the regular
season at 16 stadiums almost every weekend, but only 8 teams get to playoffs with two wild card
teams that play first.

WVU • IMC • 611 34
This graph from the Bureau of Justice Statistics shows that from 1994 to 2013, domestic
violence against an intimate partner declined faster than immediate family or other relative. This
report http://www.census.gov/content/dam/Census/newsroom/c-
span/2014/20141010_cspan_domestic_violence.pdf shows that “domestic violence accounted for
21% of all violent victimizations” (Planty, 2014). This information will be useful because it can
be compared to the rate of NFL players committing domestic violence against the national
average of domestic violence.

WVU • IMC • 611 35
This table shows all NFL Player arrests in the last 15 years for domestic violence. This is the
information that can be used to compare to the national average of domestic violence statistics.
For the rest of NFL Player arrests and all categories of arrests go to USA Today.
Date Team Name Pos Case Category Description Outcome
9/17/14 ARI Jonathan Dwyer RB Arrested
Domestic violence
Suspected of aggravated assault in
incident involving woman. Resolution undetermined.
9/4/14 NYJ Quincy Enunwa WR Arrested
Domestic violence
Charged with simple assault after alleged
incident with woman at hotel in Florham
Park, N.J.
Dropped after alleged victim
said she didn't want to pursue
the case.
8/30/14 SF Ray McDonald DE Arrested
Domestic violence
Suspected of domestic violence against
pregnant fiance, who showed police
bruising on her body. Dropped by prosecutors.
5/13/14 CAR Greg Hardy DE Arrested
Domestic violence
Police responded to call and reported that
a woman accused Hardy of assaulting her
and threatening her.
Convicted by judge on assault
charge, 18 months probation.
Played first game of 2014
before being deactivated.
2/15/14 BAL Ray Rice RB Arrested
Domestic violence
Accused of striking his wife at Atlantic City
casino, rendering her unconscious. She
also is accused of hitting him.
Diversion program. Two-game
suspension, then indefinite
suspension, cut by team.
11/25/13 MIN A.J. Jefferson CB Arrested
Domestic violence
Taken to jail by Eden Prairie police on
probable cause of domestic assault.
Pleaded guilty to
misdemeanor, suspended jail
sentence. Cut by team hours
later.
5/3/13 ARI Daryl Washington LB Arrested
Domestic violence
Accused of assaulting ex-girlfriend,
grabbing her by throat and shoving her to
the ground.
Pleaded guilty to aggravated
assault, one year of
supervised probation.
4/18/13 ATL William Moore S Arrested
Domestic violence
Accused of grabbing woman by shoulder
in dispute, charged with simple battery. Resolution undetermined.
3/26/13 DET Amari Spievey S Arrested
Domestic violence
Accused of third-degree assault, risk of
injury to a child and disorderly conduct in
dispute with girlfriend about child support.
Diversion program. Released
from team in August.
1/29/13 SEA Leroy Hill LB Arrested
Domestic violence
Accused of third-degree assault and
unlawful imprisonment in dispute with
girlfriend.
Charges dropped for lack of
evidence. Not re-signed by
Seattle.
1/10/13 PIT Chris Rainey RB Arrested
Domestic violence
Accused of slapping girlfriend in face in
dispute over cell phone.
Pleaded no contest to
disorderly conduct, $500 in
fines and costs. Released by
team hours later.
1/4/13 CIN Robert Sands S Arrested
Domestic violence
Accused of assaulting his wife at their
home in Florence, Ky. Wife treated at
hospital for minor injuries. Released by team in June.
10/31/12 NYJ Bryan Thomas LB Arrested
Domestic violence
Charged with assault on wife at their New
Jersey home. He allegedly punched her in
stomach.
Probation, pretrial intervention
program.
NFL PLAYER ARRESTS

WVU • IMC • 611 36
Appendix-B
Google Trends was used to compare the NFL, MLB, NBA, NHL, and MLS to see which
professional sport has been the most talked about within the last 10 years.
This graph shows that the two most talked about professional sports are the NFL and the NBA
switching back and forth between popularity depending on the month.

WVU • IMC • 611 37
Google Correlate was used to compare if the NFL was searched for more on the Internet than
head coaches and then another correlation chart to see the NFL compared to individual
quarterbacks.
These graphs show that the NFL as an organization is searched less on the Internet than
individual quarterbacks and head coaches.

WVU • IMC • 611 38
Likealyzer is used to review Facebook pages and give tips on how to enhance the user
experience. The NFL page along with all other professional sports Facebook pages were
analyzed to be able to do a comparison between the five pages.

WVU • IMC • 611 40
The results from LikeAlyzer are organized from highest to lowest score between the five most
popular professional sport pages. NFL is doing the best on Facebook, but there are a lot of areas
that still needs to be strengthened to change the overall image of the NFL.

WVU • IMC • 611 41
Topsy was used to search the topic of the NFL over a 30 day period. The Topsy Sentiment Score
was a 70. Through the Topsy search I was able to get a better understanding of what exactly
people were talking about with the NFL and what was important to them. Several tweets from
this past weekend’s football games were about individual players, teams and playoffs, scores
from Sunday Football. I also noticed that on Monday Night Football on November 10, a new
commercial aired with NFL players and coaches, past and present, about the No More campaign.
Also, because it was a day before Veteran’s Day, the NFL Monday Night Football Game, did a
tribute to veterans, this became one of the most positive topics talked about.
The Topsy analytics show that certain days within the past month, the NFL was talked about
more than others; after looking at the headline associated with the highest amount of mentions, I
found that the highest mentioned day had to do with Ray Rice possibly being reinstated within a
month and it was tweeted by Yahoo Sports.

WVU • IMC • 611 42
Appendix-C
Focus Group Discussion Topics
I. Introduction
Purpose: Establish group dynamics and put participants at ease.
• Favorite season of the year?
• What do you like to watch on TV?
• Where do you tend to watch sports games?
• Favorite sports teams?
II. Top of Mind Associations
Purpose: To get participants to speak broadly about a topic without strong directional lead
from the moderator.
• When I say the following words, what’s the first thing that comes to your mind?
[Looking for if they associate with negative news reports (Domestic Abuse,
Concussions, etc.)]
o Football
o Baseball
o Hockey
o Tackle
o NFL
o NFL Players Association (NFLPA)
o Baltimore Ravens
o Roger Goodell

WVU • IMC • 611 43
III. In-Depth look at problem in the NFL
Purpose: To define range of opinion in the group concerning problem and to determine
readiness.
• Some of you mentioned Domestic Abuse when you heard NFLPA because of several
players that have been arrested… let’s talk about the players… (Probe: why do you
associate all of the players with domestic abuse?
o How serious is domestic abuse to you?
o How do you expect the NFL to handle cases where players are being charged with
a crime?
• When I said Roger Goodell, a majority of you said he should be fired. Why should he
be fired?
o On a scale of 1-10, where would you rate how Roger Goodell handles running
NFL day-to-day operations?
o On a scale of 1-10, how did Roger Goodell handle the situations with players in
the past year?
IV. Conclusion
Purpose: To find out about spokespersons, media channels and other communication
channels and bring the group to a close.
• Are there certain people that you would like to see as a spokesperson for the NFL?
• If you saw a commercial about the NFL giving back or philanthropic events by
players, would it be convincing?
• What if you saw players writing articles/blog posts or social media posts about
helping a cause?

WVU • IMC • 611 44
• What would you think if NFL teams got involved with more causes or gave a portion
of proceeds from things like tickets, apparel, etc. to a cause?
Is there anything else you want to share about the NFL? Thanks and wrap up.

WVU • IMC • 611 45
Appendix-D
NFL Questionnaire
In light of recent events that have occurred in the 2014-15 NFL season, the NFL is conducting
research regarding fan appreciation and customer service, the league’s image, and management
decision. The NFL appreciates your time.
0 Yes 0 No
0 Yes 0 No
19. Do you ‘like’ or ‘follow’ the NFL on social media?
0 Yes 0 No
20. If YES, which social media?
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
0 Yes 0 No
NFL.com
Yahoo
ESPN
Fox Sports
CBS Sports
My Fantasy League
FleaFlicker
FanDuel

WVU • IMC • 611 46
23. How likely are you to attend one of these sporting events?
Extremely Likely Very Likely Somewhat Likely Not Very Likely Not at all Likely
MLB 0 0 0 0 0
NFL 0 0 0 0 0
NHL 0 0 0 0 0
NBA 0 0 0 0 0
MLS 0 0 0 0 0
$0 – $49
$50 – $99
$100 – $149
$150 – $199
$200 – $249
$250 – $299
$300 +
$0 – $49
$50 – $99
$100 – $149
$150 – $199
$200 – $249
$250 – $299
$300 +

WVU • IMC • 611 47
27. Which current NFL Quarter Back’s jersey would you choose to wear?
–––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
28. List three adjectives that you want in a professional athlete.
–––––––––––––––––––––––––––––––––––––
–––––––––––––––––––––––––––––––––––––
–––––––––––––––––––––––––––––––––––––
Jay Cutler Ray Rice

WVU • IMC • 611 48
Jay Cutler Ray Rice
31. For each pair of adjectives, please put an “X” at the point, which reflects your current view
of the NFL Commissioner, Roger Goodell?
Fair ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Biased
Strong ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Weak
Wise ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Foolish
Active ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Passive
Good ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Bad
0 No Opinion
view of the NBA Commissioner, Adam Silver?
Fair ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Biased
Strong ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Weak
Wise ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Foolish
Active ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Passive
Good ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Bad
0 No Opinion

WVU • IMC • 611 49
view of the NHL Commissioner, Gary Bettman?
Fair ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Biased
Strong ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Weak
Wise ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Foolish
Active ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Passive
Good ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Bad
0 No Opinion
34. Using the same list of adjectives please put an “X” at the point, which reflects your view of
the newly retired MLB Commissioner, Bud Selig?
Fair ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Biased
Strong ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Weak
Wise ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Foolish
Active ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Passive
Good ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Bad
0 No Opinion
view of the MLS Commissioner, Don Garber?
Fair ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Biased
Strong ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Weak
Wise ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Foolish
Active ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Passive
Good ––––+–––––––––+––––––––––+–––––––––+––––––––––+––––––––+–––– Bad
0 No Opinion

WVU • IMC • 611 50
36. If you were the commissioner of a national sports league, list three adjectives that you would
want people to use to describe your leadership.
–––––––––––––––––––––––––––––––––––––
–––––––––––––––––––––––––––––––––––––
–––––––––––––––––––––––––––––––––––––
37. What is your gender?
Male Female
38. What is your age in years?
Under 12
12-17
18-24
25-34
35-44
45-54
55-64
65-74
75 or older
39. Please specify your ethnicity.
White
Hispanic or Latino
Black or African American
Native American
Asian/Pacific Islander
Other
40. Are you a citizen of the United States?
0 Yes 0 No

WVU • IMC • 611 51
41. What is the highest level of education you have completed? If currently enrolled, highest
degree received.
No schooling completed
Nursery school to 8th
grade
Some high school, no diploma
High school graduate, diploma or equivalent (i.e., GED)
Some college credit, no degree
Trade/technical/vocational training
Associate degree
Bachelor’s degree
Master’s degree
Professional degree
Doctorate degree
42. What is your marital status?
Single, never married
Married or domestic partnership
Widowed
Divorced
Separated
43. Are you currently…?
Employed for wages
Self-employed
Out of work and looking
Out of work, but not currently looking
Homemaker
Student
Military
Retired
Unable to work
44. Is your annual income before taxes…?
Under $50,000
Above $50,000

WVU • IMC • 611 52
45. Would you like to be entered into a random drawing to win two Super Bowl 50 VIP tickets?
0 Yes 0 No
46. If YES, please fill out this personal information:
First Name:
Last Name:
Street Address:
City: State: Zip:
Email:
Phone: Cell:
We will be drawing for the winner of the VIP tickets to Super Bowl 50 at the first game of the
2015-16 NFL Season and will be announced during the game. On the following day we will call
the winner and send an email with further instructions. Thank you for taking the time to answer
this questionnaire. Please remember that your opinion counts!

WVU • IMC • 611 53
Appendix-E
I.List the responses
The four open-ended questions are:
1. IF YES, which social media?
Sample Responses:
Facebook
Twitter
Instagram
Tumblr
Google+
Pinterest
2. Which current NFL Quarter Back’s jersey would you choose to wear?
Sample Responses:
Carson Palmer Matt Ryan
Joe Flacco EJ Manuel
Cam Newton Jay Cutler
Andy Dalton Johnny Manziel
Tony Romo Peyton Manning
Matt Stafford Aaron Rodgers
Ryan Fitzpatrick Andrew Luck
Chad Henne Alex Smith
Ryan Tannehill Teddy Bridgewater
Tom Brady Drew Brees
Eli Manning Geno Smith
Matt Schaub Nick Foles
Ben Roethlisberger Phil Rivers
Colin Kaepernick Russell Wilson
Sam Bradford Josh McCown
Jake Locker Robert Griffin III
3. List three adjectives that you want in a professional athlete.
4. If you were the commissioner of a national sports league, list three adjectives that you
would want people to use to describe your leadership.
For both question #3 and #4, a list of adjectives will be compiled.
II.Consolidate the responses

WVU • IMC • 611 54
For question #1 there should only be a possible 10 responses given, to consolidate make
sure they spelled the social media site correctly. If the respondent wrote ‘All of Them’ then
separate that response into each social media name given by other respondents. For question
#2 there could be more than 32 answers given. Make sure that if they wrote the team name
and then QB (i.e., Oakland Raiders’ QB), count that as a response for Matt Schaub. Lastly,
for questions #3 and #4 after compiling a list of adjectives used make sure that all synonyms
are compiled into one word (i.e., leadership and supervision would be counted as
leadership).
III.Set codes
Assign each answer to the open-ended questions a number. For the social media question
assign each answer a number from 1–6. For the question about quarterbacks, because each
team has multiple quarterbacks assign each team a number 1–32 because there are 32 NFL
teams. For the questions regarding adjectives, assign each adjective, after being compiled, a
number from 1–12 (or however many adjectives are used).
IV.Enter codes
Once the codes are created, go through the original questionnaire and give each answer a
numerical code. For question #2, if the answer Mark Sanchez is given, use the code for the
Philadelphia Eagles or Nick Foles. For the adjective questions if supervision is given as an
answer, use the code for leadership.

WVU • IMC • 611 55
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