studies of sport consumers
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STUDIES OF SPORT CONSUMERS. Categories of Sport Consumer Studies. How information is reported: Published newsletters (NCAA News) Internet database (SBR Net) Public documents (Stat Abst of US). 2. How consumers are grouped (by): Industry segment Sport Consumer demographics

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categories of sport consumer studies
Categories of Sport Consumer Studies
  • How information is reported:
  • Published newsletters (NCAA News)
  • Internet database (SBR Net)
  • Public documents (Stat Abst of US)
slide3
2. How consumers are grouped (by):
  • Industry segment
  • Sport
  • Consumer demographics
  • Consumer activity
regular limited studies
REGULAR LIMITED STUDIES
  • Annual surveys and reports of sports organizations (NCAA, NFHSA)
  • Projected trends in participation of
    • Athletes
    • Sponsors (IEG, Harris and Assoc)
regular broad studies
REGULAR BROAD STUDIES
  • Focus on “who plays what?” and long term lifestyle trends
  • Conducted by NSGA, SGMA, and ASD
indexing sport consumers
INDEXING SPORT CONSUMERS
  • Index compares demographics or lifestyles of sub samples with a national sample
irregular limited studies
IRREGULAR, LIMITED STUDIES
  • Conducted by teams, leagues, sponsors
  • Focus on consumer demographics and media or product consumption
  • To attract sponsors
irregular broad studies
IRREGULAR, BROAD STUDIES:
  • Funded by corporations
  • Focus on consumer activity
  • To determine sports interests of consumers
  • Irregular studies have limited value because they do not forecast trends
factors to be considered
FACTORS TO BE CONSIDERED
  • Definitions of fans and participants
    • “One time” spectator/player
  • Definitions of sport consumption
    • Involvement and commitment
    • Interest and participation
research problems
Research Problems
  • Methodologies used
    • Appropriate
    • Consistent
    • Not biased
  • Sampling of consumers
    • Appropriate
    • Representative of group
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