Marketing Information

1
Marketing Information

• HSS 3000/5263
• Sport Marketing
• Brian Turner

2
Characteristics of an Ideal MIS

• Centralized
• Integrated
• Retrievable data
• Multiple simultaneous users
• Standard questions

3
General Market Data

• Critical trading radius
• Size of the market
• Demographics
• Purchase behaviors and consumption patterns
• Level of spectatorship/participation
• Future trends

4
Individual Consumers

• Names, addresses, phone numbers
• Frequency of purchase/attendance, use of product
  quantity of product purchases, dates of
  purchasing/attendance
• Method of payment, location of purchase, and lead
  time
• Media utilized/source of awareness

5
Data on Competitors

• Organization offering similar products or
  services whose critical trading radius overlaps
  more than 25 of the marketers own trading
  radius
• Price lists, product lines, promotional
  strategies, description of services

6
Defining Marketing Research

• the systematic process of collecting,
  analyzing, and reporting information to enhance
  decision making throughout the strategic sports
  marketing process.

7
Definition of the Problem/Opportunity

• Most important step
• Research objectives are developed
• Research proposal written

8
Choosing theResearch Design Type

• Exploratory Designs
• Descriptive Designs
• Causal Designs

9
Identifying DataCollection Techniques

• Internal data sources

10
Identifying DataCollection Techniques

• External data sources
• Secondary

11
Identifying DataCollection Techniques

• Primary

12
Identifying DataCollection Techniques

• Depth interviews
• Focus groups
• Projective techniques

13
Identifying DataCollection Techniques

• Surveys questionnaires
• On-site surveys
• Mail surveys
• Telephone surveys
• Computerized surveys
• Protocol research
• Community intercepts
• Internet web site surveys
• Mystery shoppers
• Experiments

14
Designing DataCollection Instruments

• Specify information requirements
• Decide on administration method
• Determine content of questions
• Determine form of response
• Determine exact wording of questions

15
Designing DataCollection Instruments

• Determine question sequence
• Design physical characteristics of questionnaire
• Pre-test

16
Sampling

• subset of the population of interest from
  which data is gathered that will estimate some
  characteristics of the population.

17
Sample Size

• 5 3 5 3
• Pop. 95 CL 95 CL 99 CL 99 CL
• 100 80 92 88 95
• 500 218 341 250 394
• 1,000 278 517 399 649
• 5,000 357 880 586 1,347
• 10,000 370 965 622 1,557
• 50,000 382 1,045 655 1,778
• 100,000 383 1,068 659 1,844
• 1,000,000 383 1,068 659 1,844

18
Data Analysis

• Excellent software programs

19
Preparing the Final Report

• Know your audience
• Be thorough, not overwhelming
• Carefully interpret the findings