Insights into Sports Fans: Syndicated Data and Market Research in the Sport Industry

1. Chapter 4 Market Research in the Sport Industry C H A P T E R 4 Market Research in the Sport Industry

2. 1. MARKET RESEARCH 2. SYNDICATED DATA 3. ECONOMIC INDICATORS 4. AUDIENCE MEASUREMENTS 5. BROADCAST EXPOSURE 6. DIRECT MAIL 7. IN-DEPTH INVERVIEW 8. ETHNOGRAPHY 9. INTERCEPT 10. FOCUS GROUP 11. CUSTOM DATA 12. QUANTITATIVE DATA

3. WHY MARKET RESEARCH?

4. NIKE AND SPORT RESEARCH

5. Sport Market Research Within the sport industry; market research is defined as the provision of insight and information on sports fans from a variety of data sources. They are two types of source: Syndicated data Custom data

6. Sources of Information • Syndicated data are data that have been collected, organized, and repackaged for consumption. • U.S. Census • Demographic profiling (data provided by syndicated research companies) • Audience measurement (e.g., Nielsen or Arbitron) • Broadcast exposure (e.g., Joyce Julius or Repucom) (continued)

7. SYNDICATED DATA U.S. Census is mandated by the U. S. Constitution every 10 years. It identifies trends in the evolving make up of the U.S. population. The most recent census was done in 2010. Advantage: Access is free. It can be found online. Website is American FactFinder 1. demographic 2. economic indicators

8. Syndicated Research Company • Simmons administers the following market research studies: • National Consumer Survey — a survey of adults 18+ • National Hispanic Study — a survey of Hispanic adults 18+ • National Teens Survey — a survey of Teens ages 12-17 • National Kids Survey — a survey of Kids ages 6-11 • SimmonsConnect — a research study that helps shape the internet Because the US Census does not fulfill all the needs related to syndicated data, syndicated research companies provide a more detailed overview. Provide tailor made information for their clients Example companies: Scarborough- surveys more than 200,00 consumers annually in the nation’s 77 most popular market areas. Their tactics include phone, TV diaries, and internet surveys. Simmons- offers access website data base that offer a variety of information.

9. Audience Measurements Nielsen remains the most used source of Television metrics. Nielsen’s panel use devices called People Meters. The device is attached to the TV sets and panelist indicate which members of the household watched the selected programming. It is sent immediately to Nielsen every night. Refer to Table 4.3

10. Broadcast Exposure: Advertising on Network TV, Cable, and etc. need to be research. Sponsors need to know if the exposure is worth the amount paid for exposure of the product. Each firm has an image recognition technology to analyze the time and quality of exposure of the brand.

11. Source of Information (continued) • Methods of custom research data collection: • Quantitative data can be represented numerically. • surveys (online, intercepts, telephone, direct mail) • Qualitative data refers to any data that can interactions (in-depth interviews, focus groups, ethnography) nonnumeric. • Other qualitative sources (social media, business-to-business research)

12. Online SurveysBenefits (continued) Readily available access Readily available survey-design software Can target specific participants Quick access to data Drawbacks Limited to e-mail address access Can be blocked by potential participants May produce relatively low response rates

13. Intercepts • Intercepts target consumers in a specific location, such as those attending a sport venue. • Tips for effective intercept data collection: • Employ objective, unbiased staff in unbranded attire. • Employ an adequate number of interviewers. • Keep the questionnaire short. • Have the staff use a sampling scheme.

14. Telephone Use as a data collection technique has dropped off dramatically in recent years (e.g., do not call list). Participants’ phone numbers are often easier to access than e-mail addresses. Can use random digit dialing (RDD).

15. Direct Mail Has declined in popularity. Requires additional labor to input data after responses are mailed. Response rate is often low. Offers respondents assurance of confidentiality.

16. In-Depth Interviews Helps extract deeper and more detailed data. Can be cost effective depending on organization’s objectives. Interviewer should use a discussion guide. Location of interview can affect responses. Best to use third-party or neutral discussion leader.

17. Focus Groups • . Typically include between 5 and 12 participants. Groups should have high level of homogeneity. Focus groups allow observation of nonverbal cues

19. Ethnography In-depth observations of participants. In sport marketing, ethnography may include observation of spectators before, during, or after an event. Can be time intensive to conduct. Must build trust with participants.

21. Users of Sport Market Research • Professional sport leagues • Professional sport properties (teams) • Measure things such as ticket prices, fan satisfaction, and sponsorship effectiveness • Sponsors • Challenges involved in measuring effectiveness • Must identify baseline metrics or key performance indicators before conducting research and analysis

22. WHY IS MARKET RESEARCH IMPORTANT?

23. Types of Survey Samples Questionnaires-a set of printed or written questions with a choice of answers, devised for the purposes of a survey or statistical study. Survey-ask (many people) a question or a series of questions in order to gather information about what most people do or think about something. Interview-is a conversation between two or more people where questions are asked by the interviewer to elicit facts or statements from the interviewee.[1]Interviews are a standard part of qualitative research.  Sample-In statistics, quality assurance, & survey methodology, sampling is concerned with the selection of a subset of individuals from within a statistical population to estimate characteristics of the whole population.

24. ASSIGNMENT • Develop an instrument: • Survey • Questionnaire • Interview On family, friends, church member, etc. The topic will be selected by you. You will use basic mean, medium, and mode. Present in a pie chart as seen. Explain as such. Bring a pie chart to show.

25. QUIZ:TRUE OR FALSE: _____1. Market research is provision of insight and information on sports fans from a variety of data sources. _____2. There are (4) types of market research sources. _____3. Demographic data is an example of syndicated data. _____4. Syndicated are data that have been collected, organized, and repackaged for consumption. _____5. Nielsen rating is an example of custom data. _____6. Custom data refers to any situation in which researcher customize and implement a methodology for obtaining data. _____7. Qualitative data can be represented numerically. _____8. Quantitative data refers to any data that can interactions (in-depth interviews, focus groups, ethnography) nonnumeric. _____9. In-depth observations of participants are called ethnography. _____10. The use of direct mail was popular at one time and still is today.