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Unit 3: Unit 3: MARKETING MARKETING RESEARCHRESEARCH

Sports MarketingSports MarketingMr. ElsesserMr. Elsesser

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What is Marketing Research?What is Marketing Research?

‘‘the systematic gathering, recording the systematic gathering, recording and analysing of data about and analysing of data about

problems relating to the marketing of problems relating to the marketing of goods and services”goods and services”

Carried out through a Carried out through a Marketing Information System (MIS)Marketing Information System (MIS)

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The Importance of The Importance of Marketing ResearchMarketing Research

Marketers spend much time Marketers spend much time researching their markets researching 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 have Marketers want their plans to have

the most impact possible. the most impact possible.

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WHAT IS AN MIS?WHAT IS AN MIS?

An MIS is an organized method of An MIS is an organized method of collecting and storing important collecting and storing important information for marketers to use (and information for marketers to use (and to make) necessary decisions for their to make) necessary decisions for their organizations.organizations.An MIS can be as simple as a notebook or An MIS can be as simple as a notebook or

as complex as technical computer as complex as technical computer databases.databases.

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TYPES OF MARKETING TYPES OF MARKETING QUESTIONS AN MIS QUESTIONS AN MIS NEEDS TO ANSWERNEEDS TO ANSWER

WHENdo consumers buy

(at the event or before from home)

WHOconsumes our productdecides to purchaseattends with whom

WHYdo consumers buy our product

do certain cluster of customers occur

WHATproducts compete with ours

benefits does consumer seekfactors influence demand

HOWdo consumers use our product

much do customers buy

WHEREis the decision made to buydo buyers seek product info

do customers buy the product

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RESEARCHING THE RESEARCHING THE GENERAL MARKETGENERAL MARKET

When conducting your research, there are crucial When conducting your research, there are crucial things you need to find out: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?

DemographicsDemographicsPsychographicsPsychographicsSpectatorship 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?

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DATA SOURCES DATA SOURCES FOR AN MISFOR AN MIS

An MIS has TWO general sources of An 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.

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EXAMPLES OF EXAMPLES OF INTERNAL SOURCESINTERNAL SOURCES

Sales RecordsSales RecordsInquiries from customers or fansInquiries from customers or fansAccounting RecordsAccounting RecordsLetters or Phone Calls of Letters or Phone Calls of

Complaint or PraiseComplaint or PraiseWeb Site InteractionWeb Site Interaction

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EXTERNAL EXTERNAL SOURCESSOURCES

External Sources can be broken down External 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.

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SECONDARY DATA SECONDARY DATA EXAMPLESEXAMPLES

Census Reports (every ten years)Census Reports (every ten years)Census-Based Demographic ReportsCensus-Based Demographic ReportsState AgenciesState Agencies

NYS Dept. of Education—School Report CardsNYS Dept. of Education—School Report CardsPublic LibrariesPublic LibrariesChambers of CommerceChambers of CommerceTrade Associations—player unionsTrade Associations—player unionsProfessional 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)

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TYPES OF TYPES OF PRIMARY DATA PRIMARY DATA

SOURCESSOURCES Personal Personal

Observation/InterviewsObservation/Interviews Focus GroupsFocus Groups Personal InterviewsPersonal Interviews Community InterceptsCommunity Intercepts Panel of ExpertsPanel of Experts Mystery ShopperMystery Shopper

Surveys and Surveys and QuestionnairesQuestionnairesOn-Site SurveysOn-Site SurveysMail SurveysMail SurveysTelephone Telephone

SurveysSurveysComputerized Computerized

SurveysSurveys

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SURVEYS AND SURVEYS 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/ques

tioning/open_closed_questions.htm

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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.

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Survey QuestionsSurvey QuestionsClose-Ended Questions:Close-Ended Questions:

Have a finite set of answers that the Have a finite set of answers that the respondent chooses.respondent chooses.

AdvantagesAdvantagesEasy to standardizeEasy to standardizeData gathered from leads to easy statistical analysis Data gathered from leads to easy statistical analysis

Disadvantages:Disadvantages:More difficult to write than open-ended questions, as More difficult to write than open-ended questions, as

the evaluator must design choices to include all the the evaluator must design choices to include all the possible answers a respondent could give for each possible 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

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TIPS FOR DESIGNING TIPS FOR DESIGNING A QUESTIONNAIREA QUESTIONNAIRE

Only publish contain questions for which the Only publish contain questions for which the marketer really needs answers for.marketer really needs answers for.

Simple, objective, closed-ended questions should be Simple, objective, closed-ended questions should be used most of the time.used most of the time.

Demographic questions should come at the end of Demographic questions should come at the end of the survey.the survey.

Similar and related questions should be grouped Similar and related questions should be grouped together and should flow from general to specific.together and should flow from general to specific.

Vary the style of questions used to maintain interest.Vary the style of questions used to maintain interest. The questions should be free of ambiguities.The questions should be free of ambiguities.