Sport Market Research Chapter 3 Copyright 2009

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OBJECTIVES • To appreciate the importance of market research in making business decisions. • To identify the role of market research in the marketing process. • To recognize the different types of research and techniques available. • To learn the steps in the market research process. Copyright © 2009 Nelson Education Ltd. All rights reserved. 2

WHAT IS IT GOOD FOR? Marketing research is highly tailored process designed specifically for individual questions. Marketers use research to gather information about: • • Their industry Products Competition Clients Copyright © 2009 Nelson Education Ltd. All rights reserved. 3

WHAT IS IT GOOD FOR? Helps ensure educated and timely business decisions are made. Research can: • Find new opportunities for existing products. • Identify new markets segments for new products. • Identify needs of customers to serve them better. Copyright © 2009 Nelson Education Ltd. All rights reserved. 4

SIX QUESTIONS OF MARKET RESEARCH Who? Who is my consumer/audience/fan? Who will make the final decision on this purchase? Who is my competitor’s consumer/audience/fan? What features does my consumer look for in my product? What is my consumer willing to pay? Where does my consumer learn about my product? Where does my consumer shop for my product? Where will my consumer use my product? When does my consumer purchase my product? When does my consumer use it? How many of my products will my consumer purchase? How is my product consumed? Why does the consumer buy my product? Adapted from: Mullin, Hardy & Sutton (2000), 81 Copyright © 2009 Nelson Education Ltd. All rights reserved. 5

MARKET RESEARCH PROCESS STEP 1 Define the marketing issue STEP 2 Set objectives and budget STEP 3 Select research type, technique and design STEP 4 Collect data STEP 5 Organize and analyze data STEP 6 Prepare and present market research findings Source: Zikmund, W. G. (2003). Essentials of Marketing Research, (2 nd ed. ). Thompson South Western: 47. Copyright © 2009 Nelson Education Ltd. All rights reserved. 7

RESEARCH TECHNIQUES TECHNIQUE DESCRIPTION Questionnaire Also known as a survey, this is administered to a sample of respondents who are asked to answer a number of questions on a given topic. It often includes scale questions, open-ended questions, and questions about demographic characteristics. Interview A qualitative method in which the researcher asks an individual respondent a variety of questions (typically open ended) and records answers. Expert Interview Like an interview but the respondent is an expert in their field. Secondary Data Search of studies completed by others. Experiment Controlled research in which the researcher views consumer behavior under controlled conditions to examine the relationships between two or more variables. Observation Non-intrusive technique (e. g. ethnography) in which the researcher observes consumer behavior in real-life environments. Focus Groups A qualitative technique in which several respondents sit at a table with a facilitator to discuss a topic. The discussion is recorded analyzed as qualitative data Copyright © 2009 Nelson Education Ltd. All rights reserved. 8

SAMPLING Sampling: Examining a smaller, randomly chosen selection (the sample) of group members to obtain information about a large group. Two methods: 1. Probability sampling 2. Non-probability sampling Copyright © 2009 Nelson Education Ltd. All rights reserved. 9

NETNOGRAPHY • New research methodology (1997) • Four Key Aspects: 1. Cultural entrée 2. Data collection and analysis 3. Research ethics 4. Member checks Copyright © 2009 Nelson Education Ltd. All rights reserved. 10