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Sports Marketing Research Guide

Discover the world of sports marketing research through secondary data sources like government organizations, trade associations, and market research firms. Explore market share analysis, sports business news, and target market demographics.

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Sports Marketing Research Guide

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  1. KNES 452: Sports Marketing Ms. Shana Gass, MSLS, MSsgass@towson.edu Reference Librarian September 2010

  2. Secondary Data • Definition: • “…data that are already published or compiled” (Mullin, Hardy, & Sutton, 2007) • Sources • Government organizations • Trade associations • Market Research firms (example) • Published books & articles; specialized online resources

  3. Topics • Competitors & Market Share • Sports Business News • Sports Marketing Scholarship • Target Markets

  4. Subject Gateways & Course Gateway Research> Course Gateways > KNES 452 • Subject Gateways • KNES • MKTG

  5. Competitors • LexisNexis Academic database> Company Profiles > Check Hoover’s before searching

  6. Market Share • Market Share Reporter • book on reserve • Online in Gale Directory Library (library database) • RDS Business Suite (library database) > TableBase tab

  7. Sports Business News & Marketing Scholarship • Business Source Complete database • Can be searched with SportDISCUS in combination

  8. Sports Business News • SBRNet…..which also has market research!

  9. Target Markets • Demographics • American Factfinder(Census & American Community Survey) : factfinder.census.gov • Sports-specific: SBRNet database • Demographics & Media Habits • Mediamark database • Psychographics (AKA Lifestyle) • SRDS Media database > Local Market Audience Analyst

  10. More Marketing Sources! • Cook Library Subject Gateway for Marketing:http://cooklibrary.towson.edu/marketing • Secondary Data Sources for Marketing: http://cooklibrary.towson.edu/helpguides/guides.cfm?id=45

  11. Questions? Shana GassReference Librarian Cook Library, Towson Universitysgass@towson.edu / 410-704-2395 Thanks and good luck!

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