Download Slide 1

CHAPTER 3
Research Tools For
Understanding Sports Consumers
CHAPTER OBJECTIVES





Discuss the importance of marketing research to sports
marketers
Explain the fundamental process for conducting
sports marketing research
Identify the various research design types
Describe the process for questionnaire development
Understand how to prepare an effective research
report
Survey Question at River Rat Home Game









How many river rat games have you
attended?
Would you come to a game again?
What are the best two nights of the
week to attend a River Rats game?
To what radio stations have do you
listen?
On what radio stations have you heard
River Rats commercials?
What newspapers do you read?
What are your favorite television
stations?
Do you find the intermissions （赛场休
息）fun?
Demographic information (age, gender,
occupation and hometown)
Albany River Rat （NHL
奥尔巴尼河鼠队）
Marketing Research: Systematic process of collecting,
analyzing, and interpreting data to reduce the risk in
decision making

What kinds of studies would need to be done in sports marketing?

When should the studies be used in the context of the marketing plan?

How would the marketing research studies be conducted?

Three Key issues:

First, marketing research must be systematic in its approach （步骤）.


Second, the marketing research process involves much more than collecting
data and then reporting it back to decision makers.
Third, the importance of marketing research is found in its ability to allow
managers to make informed decisions.
Marketing Research Process
1
Defining the problem or Opportunity
2
Choosing a Research Design Type
3
Identifying Data Collection Method
4
Designing a Data Collection Form
5
Designing the Sample
6
Collecting, Analyzing, and interpreting
7
Preparing the Research Report
Defining the Problem or Opportunity

How does the researcher identify problems or opportunities that confront the
sports organization? Initially（最初）, information is gathered at a meeting
between the researcher and his or her client（客户）。
Table 4.1 Issues addressed at initial research meeting





A brief background or history of the organization or individual requesting
the research
A brief background of the types of research the organization has done in
the past, if any
What information the organization wants and why (what they plan to do
with the information once it is obtained)?
Who is the targeted population of interest for this research?
What are the expectations in terms of the timeframe for the research and
costs of conducting the study?
Research Objective








Research objective describe the various types of information needed to
address the problem or opportunity. Each specific objective will provide
direction or focus for the rest of the study.
Example: Sport sponsorship survey
Rank the most desired characteristics and attributes preferred by sponsors.
Determine the best process to select personalities and teams for sponsorship
purpose.
Determine the current level of satisfaction and any problems associated with
sponsorship purposes.
Determine the level of sponsorship activity and future trends.
Determine the types of sports and endorsers needed for sponsorship
purposes.
Profile the types of companies using sports sponsorship as a marketing tool.
http://v.youku.com/v_show/id_XMTM5NzQ5OTQw.html
Writing a Marketing Research Proposal





A Research Proposal is a written blueprint that describes all the
information necessary to conduct and control the survey.
Table 4.2 Marketing Research Proposal Outline
Background and History
Defining the problem or opportunity
Research Objectives.
Research Methodology

A. Sample
B. Procedures
C. Topical areas

Time Estimate



A. Design of instrument
B. Data collection
C. Data entry
D. Data analysis
E. Final report preparation

Cost Estimate




Choosing the Research Design Type


There are three research design types: exploratory
（探索型）, descriptive（描述型）, and causal（解
释型） designs.
Exploratory design （探索型设计） are useful when research
problems are not well defined. For instance, the general
manager for the River Rats may say that ticket sales are down,
but he is unsure why.
descriptive design （描述型设计）



If the research problem is more clearly defined, then a descriptive design is
used. A descriptive design type describes the characteristics of a targeted
group by answering questions such as who, what, where, when, and how
often.
Albany River Rat Example.
In addition to describing the characteristics of a targeted group, descriptive
designs show the extent to which two variables (变量） differ or correlate
（相关）.
Older
Age
Older
Age
Younger
Unlikely
Likely
Likelihood of Attending
(a) Positive relationship
Younger
Unlikely
Likely
Likelihood of Attending
(b) Negative relationship
causal design （解释型设计）



Using a descriptive design, we can explore the relationship between two
variables, such as age and likelihood of attending games in the future.
However, what this does not tell us is that age causes the likelihood of
attending to either increase or decrease. This can only be determined
through a causal design.
Dependent variable is the variable to be explained, predicted, or measured.
The independent variable is the variable that can be manipulated （操作）
or altered（改变） in some way.
Example: River Rats
Example: River Rats
Which one is cause
(independent variable)?
Advertising
On a Local
Radio Station
Attendance
Three Criteria
First, occurrence of the causal event must precede(领先) or be
simultaneous(同步) to the effect it is producing.
Second, causality involves the extent to which the cause and
the effect vary together (concomitant variation 相从变动）.
Third, elimination of other causal factors.
Identifying Data Collection Techniques

Secondary Data

Government reports and documents
Standardized sports marketing information studies
Trade and industry associations
Books, journals, and periodicals

Primary Data







Depth interview （深层访谈）
Focus groups（重点小组）
Surveys（问卷调查）
Experiments（实验）







Government reports and document
中华人民共和国国家统计局
http://www.stats.gov.cn/tjsj/ndsj/
中国知网
http://epub.cnki.net/grid2008/index.htm
国研网
http://www.drcnet.com.cn/DRCNET.Channel.Web/


Depth interview（深层访谈）
Depth interview are a popular data collection
technique for exploratory research. Sometimes called
“one-on-one”, Depth interviews are usually conducted
as highly unstructured conversations that last about an
hour.
Interview
The interview is probably the most widely
employed method in qualitative research. In
Ethnography/Participation Observation usually
involves a substantial amount of interviewing
and this factor undoubtedly contributes to the
widespread use of the interview by qualitative
researchers.
Also the interview flexibility makes it attractive to
use.
Qualitative Interview
1.
Is usually very different from
interviewing in quantitative
research;
2.
The approach tends to be less
structured
in
qualitative
research;
3.
There is much greater interest
in the interviewee’s point of
view;
4.
Rambling or going off at
tangents is often encouraged;
5.
Interviewers
can
depart
significantly
from any
schedule or guide that is being
used;
6.
As
a
result
qualitative
interviewing tends to be
flexible, responding to the
direction in which interviewees
take the interview;
7.
Interviewer
wants
detailed answers;
8.
Interviewee may be interviewed
on more than one occasion.
rich,
Qualitative Interview
In-depth
Illustrative
Allow for greater scope
Types of Qualitative Interview
Unstructured interview
Semi-structured interview
Unstructured Interview

However, qualitative interviewing varies a great deal in the
approach taken by interviewer.

Totally unstructured interview…with only a brief set of
prompts or a range of topics to aid him/her in the interview.

There may be just a single question that interviewer asks and
the interviewee is then allowed to respond freely.

Similar to a conversation.
Semi- Structured Interview

The researcher has a list of questions or fairly specific topics to be
covered, often referred to as an interview guide;

But the interviewee has a great deal of leeway in how to reply;

Questions may not follow on exactly in the way outlined in the
schedule;

Questions that not included in the schedule may also be asked, after
being picked up to by the interviewer;

By in-large similar wording will be used from interviewee to
interviewee.
Steps of Interview
Preparing for the interview
Interviewing the practicalities
After the interview
Preparing for the interview

Create a certain amount of order on the topic areas, so that your
questions about them flow reasonably well…but be prepared to
alter as-well;

Formulate interview questions or topics in a way that will help
you to answer your research questions (not too specific);

Try to use language that is comprehensible and relevant;

Do not ask leading questions;

Remember to ensure that you ask or record general
information…such as name, age, gender, etc. Specific
information…such as position held in group, years involved etc.
Such information is useful contextualises people’s answers
Interviewing the Practicalities

Make sure you are familiar…understand what he/she is saying
in the interviewee’s own terms…accent and language give rise
to difficulties;

Get hold of a good quality recording machine and microphone;

Interview in a quite place.
After the interview

Write notes on how the interview went;

Where it took place;

Any other feelings about the interview;

The setting.
Qualification Criteria of an Interviewer






Knowledgeable; thoroughly
familiar with the focus of the
interview; pilot interview
Structuring; give purpose for
interview
Clear; ask clear simple
questions
Gentle; let people finish
Sensitive; Listen
Open; Respond to what is
important and be flexible






Steering; know what he or
she wants to find out
Critical; be prepared to
challenge
Remembering; what has
been said previously
Interpreting; Clarify
meanings with
interviewee’s
Balance
Ethically Sensitive
The Main Ingredient
•
The Main Ingredient in Interviewing is…
Listening
Be Attentive

It means that the interviewer is active without being too
intrusive—a difficult balance;

Interviewer must be very attuned and responsive to what the
interviewee is saying and doing.
Formulating questions for an interview guide
General research
area
Specific research
question
Interview topics
Formulate interview
questions
Review/revise
interview questions
Pilot guide
Identify novel issues
Revise interview
questions
Finalise guide
Examples of Questions





Introducing questions…please tell
me about when your interest in X
began? Have you ever…why did
you…?
Follow-up questions…interviewee
to elaborate his/her answer…such
as what do you mean
Probing questions…could you say
more about that…in what do
you…?
Specifying questions…what did
you do then…how did you react…?
Direct questions…are you happy
with that plan (best left until
toward the end)




Indirect questions…what do
most people around here
thinks about…?
Structuring questions…I
would like to move on to a
different topic
Silence; allow pauses to
signal that you want to give
the interviewee the
opportunity to reflect and
amplify an answer
Interpreting Questions…do
you mean…is it fair to say
Connection



Initial open-ended questions…What events led to…?
Is this typical…?
Intermediate questions…how do you feel about?
What immediate impact…?
Ending questions…how have your views changed…?
What advice…If you had your time all over again…?
Different Kind of things









Values
Beliefs
Behaviour
Formal and informal roles
Relationships
Places and locales
Emotions
Encounters
Stories
Transcribing






It helps to correct the natural limitations of memories
It allows more thorough examination of what people
say
It permits repeated examinations
It opens up the data to public scrutiny and other
researchers
In helps counter accusations of biases
It allows data to be reused in other ways
THE PIT-FALLLLLLLLLSSSSS
Q：How did you conduct your interview?
A: I went to the selected city because I have some friends there. I met
them first and had food first. We have not met for ages so we drank a
lot of alcohol. On the way back to the hotel, I asked the taxi driver
some questions. In the following two days, I talked to hotel managers
and waiters, staller keepers, and some people I met in restaurants.
Q: Did you write down/record and transcribe these interview
information?
A: No. I remember all the information by my brain. When I wrote the thesis, I
recalled all these information because they are just deep in my brain.





Surveys（问卷调查）
Data collection techniques are more narrowly defined for
descriptive research design types. As stated earlier, a
descriptive study describes who, where, how much, how often,
and why people are engaging in certain consumption behaviors.
Surveys that are considered “snapshots” and describe the
characteristics of a sample at one point in time are called
cross-sectional studies（横向研究）.
If a researcher wanted to investigate an issue and examine
responses over a longer period of time, a longitudinal study
（纵向研究） would be used.
What are the advantages/disadvantages of survey?
How to design a survey?




在设计初期，要问自己如下问题：
1. what info I need to answer my question?
2. what questions I can ask to get the needed info?
3. how to analyze the info？
Attention：


Survey should be as short as possible
Do not cover the questions which the research does
not need.
What kind of questions I can ask？





选择一个或者多个答案
本赛季你去现场看了几场比赛?
A 少于10场
B 10-20 场
C 21场或更多



Open question
What is the standard of a good coach?
xxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxxx
When to use the closed questions?




Need statistics
Know clearly what answer you need
The answer will comparatively simple/easy
Closes questions suit more than other types questions.
When to use open questions?




Need qualitative info
You are not sure about the answer
The answer might be complicated
When the personal opinion is needed and
important.
Mixed






Who influenced you most when you made important
decisions on which sporting games you would work
on?
A Dad
B Mum
C Teacher
D Coach
other（please specify）xxxxxxxxxx
问题格式：measuring






1.对于我来说，A 队赢得比赛更重要
完全不是…………………………… 非常
□
□ □
□
□
□ □ □
□
2.对于我来说，别人认为我是A队的球迷很重要。
完全不是…………………………… 非常
□
□ □
□
□
□ □ □
□


在我开始参加足球赛前，我觉得
放松□
□ □
□
□ 紧张
问题格式：sorting






请将下面列出的体育项目排序，1代表你最喜欢
的，3代表你最不喜欢的。
Hockey□
Basketball□
Tennis□
Ping-pong□
Football □
问题格式：listing





Which company sponsored a sports competition
during the past 12 months?
通用汽车 □
福特□
可口可乐□
吉列□
问题格式：screening(过滤型)



问题：during the past 12 months, have you ever
paid to watch a game？
No□ please go to Q 12.
Yes□ please write down the name of the match：
xxxxx
Notes: for a survey


Start from a simple closed question
Do not leave the complicated question at the
beginning of a survey.
Notes: for a survey

Question should not be too lengthy
Question should not be ambiguous

Example: Do you like sports?


Question should not be double barreled contain two
questions in one.

Example: Do you enjoy collecting and selling baseball cards?

Question should not be lack specificity

Example: Do you watch sports on a regular basis?

Question should not be technical in nature

Example: What type of swing weight do you prefer in your driver?
Avoid following problems:







1. unclear wording
2. incorrect order
Eg. How many times do you attend the training in a week?
A. Never B. 1-2 times C. 2-3 times D. more than 3 times
3. Do not influence the responder’s objective opinion.
4. do not ask 2 questions in 1 question.
5. Do not be biased.
Pilot Survey



Check the questions.
Check the orders.
Check the possible time for answering the survey.
Focus groups（重点小组）



Another popular exploratory research tool is focus groups. A
focus group is moderately structured discussion held with 8 to
10 people.
适合探索型研究的另一个普遍的工具是重点小组。重点小
组是包括8-10人的适度组织的讨论会议。
The discussion focuses on a series of predetermined（事先决
定的） topics and is led by an objective, unbiased（没有偏见
的） moderator.
Planning and implementing focus group
1.
2.
3.
4.
5.
6.
7.
How many people should be in a focus group?
How many people should I recruit if I want 8 people in my group?
What is a good incentive for participants?
Where should the focus groups be conducted?
How should I choose a moderator?
How many groups should be conducted?
What about the composition of the groups?

焦点小组具有群体动力（Group
dynamics）、自由开放（Open
discussion）、定性数据
（Qualitative data）和适合探索
目的（exploratory purposes）等
特点。群体动力是指焦点小组参
试之间存在交互作用，参试之间
会相互影响。任何一个参试的观
点都会影响其他参试的反应，任
何参试的观点和意见都是建立在
其他参试的观点的基础上。从用
户的角度来说焦点小组是自由开
放的，没有特定框架约束的，虽
然实际上主持人通常是按照预先
计划的内容提出问题。
焦点小组是一种定性方法，因此要避免通过焦点小组收集定量数据。在焦点
小组的数据呈现过程中也要避免用定量的方式呈现结果。比如对A和B两种设
计方案，8个参试中有6个赞成A方案，那么在报告中说有75%的用户赞成A方
案这种说法是不科学的。因为焦点小组只是小样本，此时我们可以表述为8
个用户中有6个用户赞成A方案。焦点小组特别适合用探索性目的的用户研究，
在确定用户使用产品或者服务的习惯、使用模式、态度、确定用户语言、为
新产品开发收集创意、为问卷调查等定量方法收集问题等方面有重要的作用。
表1 焦点小组和问卷调查的差异
Designing Data Collection Instruments
（设计数据搜集工具）
• Once the data collection method has been chosen, the
next step in the marketing research process is designing the
data collection instrument. Data collection instruments are
required for nearly all types of data collection methods.
Guides are necessary for depth interviews and focus
groups. Data collection forms are needed for projective
techniques. Even experiments require data collection
instruments.
• One of the most widely used data collection instruments
in sports marketing is the questionnaire or survey. All
forms of survey research require the construction of a
questionnaire.

Preparing a final report（准备一份最终报告）

2007年北京国际马拉松赛





Typically, the report is intended for top management of the
sports organization, who can either put the research findings
into action or shelve the project.
Guidelines:
Know your audience
Be Thorough, not overwhelming
Carefully interpret the findings
Key terms and concepts

















Concomitant variation
Convenience sampling techniques
Cross-sectional studies
Data collection techniques
Dependent variable
Experimentation
Focus group
Independent variable
Judgment sample
Longitudinal study
Management problem statement
Marketing research
Methodology
Non probability sampling
Pretest
Primary data
Probability sampling
•
•
•
•
•
•
•
•
•
•
•
•
•
Problem definition
Projective techniques
Questionnaire design
Quota sampling
Research design
Research objectives
Research problem statement
Research proposal
Sample
Secondary data
Simulated test market
Sports marketing research
Test marketing