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Understanding the Dynamics of Athletic Shoe Purchases and Consumer Behavior

This article explores key factors influencing the purchasing decisions of athletic shoes, taking into account variables such as gender, age, and consumer knowledge of shoe effectiveness. It addresses critical questions regarding consumer habits, the accuracy of manufacturer claims, and the impact of advertising on choices. The piece suggests methodologies for further research, including surveys and interviews, to collect data that can enhance our understanding of how specialized shoe options affect athlete injury rates and overall footwear effectiveness. It emphasizes the importance of communicating findings to relevant audiences, such as athletes, coaches, and manufacturers.

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Understanding the Dynamics of Athletic Shoe Purchases and Consumer Behavior

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Presentation Transcript

  1. Where to Begin?

  2. Consider an article on athletic shoes… • How might we move forward from an article on athletic shoes to collect new or additional data about these shoes. Questions to consider: • How do gender, age and other variables affect buying habits? • Do consumers purchase wisely? • How accurate are manufactures’ claims about their shoes? • How much do advertisements affect purchasers’ choices? • How much do athletes and coaches at school know about which shoes are right for which sports and which feet? • Has the proliferation of specialized shoes positively affected injury levels of athletes over time? • Who knows more about athletic shoes: coaches, orthopedists, physical therapists, athletic trainers, or shoe salespersons? • How has the development of new technologies and materials affected shoe manufacturing? • Does the price of an athletic shoe determine its effectiveness?

  3. How could we find answers to these questions? • By… • interviewing (in person, by phone, or by email), • designing and distributing questionnaires, • analyzing survey data, • contacting manufacturers for further information and their market research data, etc. • Determine which techniques would be most appropriate to answer which questions. • Exactly who should be interviewed? Surveyed? Contacted by mail, email, or phone?

  4. Other Factors to Consider • List any audience who could benefit from the result: • School athletes, coaches, salespersons, manufacturers, etc. • What format should be used to communicate the research results? • Multi-page publication, video, web page, lecture, etc.

  5. Other Factors to Consider • Once you decide how you want to communicate the information, do you have the skills, or do you need to acquire them? • Multimedia, web-design, etc. • What are the logistical considerations? • Postage costs, booking a date/site, etc. • What instrument could you design to get feedback? • What constitutes excellence?

  6. What does this mean for you? • Find an article in a general readership newspaper or magazine. Good ones might include Time, Newsweek, U.S. News and World Report, the Baltimore Sun, the Washington Post, the New York Times, Popular Science, Baltimore Magazine, the Washingtonian, or the Business Monthly. If you already have a very specific interest such as computer programming, chemical engineering, or elementary education, you may want to locate and bring in some more specialized journals that cover recent advances in your area of interest. • Think about the questions raised, what isn’t discussed, what you could do to fill in the gaps, who might be interested in your findings, and the format in which you could convey your results.

  7. The Assignment • Summarize the article in a few sentences. • Copy, directly with quotation marks, a quote from the article that you believe is notable. • How can you determine if the contents of this article are biased or arguable? • What questions does this article raise? What assertion could you make based on what you know? • What other resources could you consult to find answers to these questions? • If you wanted to create a project to answer these questions, how might you collect data (consider observations, interviews, surveys, etc.)? • What accessible audience might be interested in learning about your findings? • How could you best communicate the results (i.e., presentation, fundraiser, etc.)? • How could you evaluate your success?

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