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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

  • How information is reported:

  • Published newsletters (NCAA News)

  • Internet database (SBR Net)

  • Public documents (Stat Abst of US)


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2. How consumers are grouped (by):

  • Industry segment

  • Sport

  • Consumer demographics

  • Consumer activity


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REGULAR LIMITED STUDIES

  • Annual surveys and reports of sports organizations (NCAA, NFHSA)

  • Projected trends in participation of

    • Athletes

    • Sponsors (IEG, Harris and Assoc)


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REGULAR BROAD STUDIES

  • Focus on “who plays what?” and long term lifestyle trends

  • Conducted by NSGA, SGMA, and ASD


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INDEXING SPORT CONSUMERS

  • Index compares demographics or lifestyles of sub samples with a national sample



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IRREGULAR, LIMITED STUDIES

  • Conducted by teams, leagues, sponsors

  • Focus on consumer demographics and media or product consumption

  • To attract sponsors


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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



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FACTORS TO BE CONSIDERED

  • Definitions of fans and participants

    • “One time” spectator/player

  • Definitions of sport consumption

    • Involvement and commitment

    • Interest and participation


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Research Problems

  • Methodologies used

    • Appropriate

    • Consistent

    • Not biased

  • Sampling of consumers

    • Appropriate

    • Representative of group