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Sports & Entertainment Marketing I 2.04

Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. . Sports & Entertainment Marketing I 2.04. Primary Data. Data collected by the researcher first hand specifically for the purpose of the study . Secondary Data.

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Sports & Entertainment Marketing I 2.04

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  1. Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. Sports & Entertainment Marketing I 2.04

  2. Primary Data • Data collected by the researcher first hand specifically for the purpose of the study

  3. Secondary Data • Data collected by someone other than the user

  4. Qualitative Data • Deals with descriptions. • Data can be observed but not measured. • Colors, textures, smells, tastes, appearance, beauty, etc. • Qualitative → Quality

  5. Quantitative Data • Deals with numbers. • Data which can be measured. • Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc. • Quantitative → Quantity 

  6. Sources of Internal Records • Budgets • Schedules • Call reports • Order/shipping/billing records • Sales reports • Customer complaints/requests

  7. External Data • Data the originates outside the organization for which the research is being done • More difficult because the data has much greater variety & you have more sources • Outside data may be biased • Common Sources: • Government agencies • Trade/industrial associations

  8. Why do marketers use external data? • Economical • Efficient • Provides a basis for comparison • Fills in the gaps in primary information • Improves understanding of the problem

  9. Info Available from External Sources • Political • Economical • Social • Technological • Environmental (Physical) • Legal • Demographic

  10. E-Marketers • Use external information to help guide their efforts • Use digital customer information such as clickstream data • Gives webmasters a view of what users are viewing • Raises serious security concerns • Data sold as a way to increase revenue

  11. 1. To know what web sites and advertisements visitors see, sports and event e-marketers would check: • Text files • Direct delivery programs • Clickstream data • Internet service providers

  12. 1. To know what web sites and advertisements visitors see, sports and event e-marketers would check: • Text files • Direct delivery programs • Clickstream data • Internet service providers

  13. 2. Which of the following is a secondary source of sport/event information: • Personal interviews • Computerized surveys • Accounting records • Demographic reports

  14. 2. Which of the following is a secondary source of sport/event information: • Personal interviews • Computerized surveys • Accounting records • Demographic reports

  15. 3. A sport/event organization that wants to obtain information about the population in a certain geographic location might use: • Government sources • Telephone surveys • Primary databases • Personal questionnaires

  16. 3. A sport/event organization that wants to obtain information about the population in a certain geographic location might use: • Government sources • Telephone surveys • Primary databases • Personal questionnaires

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