Capital-intensive sports
, 81
Causal research
, 42, 152, 153
Causality
, 8, 23, 34, 102, 171, 174
Central epistemological principle
, 174
Central statistical bureaus
, 87
Collected data evaluation
, 119
College sport competitions
, 3
Communicative factors
, 33
Competitive intelligence
, 76
Competitor intelligence (CI)
, 76
See also Business intelligence (BI)
Complex
quantitative methods
, 167
questions
, 119
sports phenomena
, 38
Computer-aided interviewing (CAI)
, 118
Computer-Assisted Telephone Interviewing (CATI)
, 118
Connoisseurs sample
, 68, 91, 162, 164
Consistency rule
, 199–200
Consumer intelligence
, 75
Contemporary marketing principles
, 16
Contemporary sport
, 1
marketing
, 32, 206
Content analysis method
, 133–134, 187–188
Content marketing
, 65, 66
Continuity of revenues
, 15–16
Continuous long-term monitoring
, 181
Continuous systematic process
, 114–115
Control settings of experiment method implementation
, 147
Core sample category
, 159
Costs
, 210
reduction
, 124
Cross-cultural competencies
, 75–76
Cross-tabulation
, 201–202
Cultural anthropology
, 111
Cultural intelligence (CQ)
, 75
Customer relationship management (CRM)
, 70
Customer-related information
, 20
Customization
, 27
of market research
, 35
E Post experiment form
, 149–150
E Post–K Post experiment form
, 151
E Pre–post experiment form
, 150
E Pre–Post–K Pre–Post experiment form
, 151
E-mail
discussion groups
, 65
marketing
, 65, 71
Economic
factors
, 5
phenomena
, 171
recession
, 8
Elimination technique
, 148
Emotions in sports industry
, 111–113
Entity’s decision-making
, 172
Environment(al)
, 2, 171
adaptation
, 206
awareness of sport entity’s activities
, 112–113
changes monitoring
, 26–28
intelligence
, 75
research
, 16
terms
, 84
Epistemological principle
, 171
Errors
of interviewers and research organizers
, 123
in processing of results
, 123–124
in selection of sample units
, 123
Ethical
conflicts
, 193
factors
, 5
principles in market research in sports industry
, 191–195
standards
, 73
Ethnography
, 168
knowledge
, 184
study
, 181
Ethnomethodology
, 167, 168
European Quality Award
, 51
European Society for Opinion and Marketing Research (ESOMAR)
, 194–195
Ex Post Facto experiment form
, 151
Experiences
, 9, 69
analysis
, 12, 81
research on previous experiences with sport phenomenon
, 90–91
Experiment method
, 42, 48
advantages and disadvantages
, 152–154
application in sports industry
, 144
implementation
, 145
implementation methods of primary research
, 115
practical implementation in sports industry
, 146–152
sports industry
, 110
Exploratory research
, 41, 89, 90, 187
analysis of selecting sport case studies
, 91–92
decision-making based on findings
, 98–100
findings
, 161
pilot studies
, 92–96
research on previous experiences with sport phenomenon
, 90–91
secondary data analysis for decision-making in management
, 96–98
secondary data collection for management of sport entities
, 90
in sports industry
, 98–100
See also Descriptive research
External benchmarking
, 54–57
External competitive benchmarking
, 54
External data sources
, 47
External generic benchmarking
, 55–57
External intelligence (EXI)
, 75
External non-competitive benchmarking
, 55
External sources
, 84
of secondary data in sports industry market research
, 87–88
Malcolm Baldrige National Quality Award
, 51
Market
liberalization
, 74
in sports
, 32
variables
, 27
Market intelligence (MI)
, 75, 76
Market monitoring
, 37
data in sports industry
, 9–14
in narrow sense
, 37–38
Market research
, 35, 81, 163, 206
activities
, 3
approaches to
, 38–43
case study method
, 185–187
classification and control of collected data
, 199–200
content analysis method
, 187–188
creating market research reports in sports industry
, 202–204
data in sports industry
, 9–14, 28, 45–49
focus group
, 182–184
general limitations of samples
, 163–165
implementation of marketing tools
, 4–5
in sports entities management
, 43–45
life history method
, 180–182
method
, 195
objectives and types
, 46–49
observation method
, 136–144
optimal development
, 36–37
personal diaries
, 184–185
quantitative research
, 30–31
reports creation in sports industry
, 202–204
research instrument design for
, 133–136
results analysis in sports industry
seasonality
, 34–35
secondary data
, 29–30
special factors
, 33–34
sport federations
, 1–2
sports entities
, 2–3, 28–29
in sports industry
, 2, 3–4, 7, 126–127, 155, 160
sports marketing
, 5–6
sports offer
, 32–33
statistical data processing
, 201–202
technologies
, 31–32
types of samples
, 159–163
utilizations of market research
, 35–36
See also Descriptive research; Exploratory research
Marketing
, 77
concepts
, 14, 37
function
, 17
in market research
, 14–18
See also Web marketing
Marketing information systems (MIS)
, 18, 102
of sport entity
, 18–21
Mathematical data processing
, 180–181
Media
, 11–12, 33, 140, 181, 187
Michigan Wolverines, web marketing in sports industry
, 69–70
Mixed martial arts (MMA)
, 164
Modern marketing concepts
, 17
Money in professional and amateur sports
, 73
Monitoring
, 18, 26, 179
continuous monitoring
, 15, 18–19
and controlling of business
, 25
direct monitoring
, 181
of environmental changes surrounding sport entities
, 26–28
market monitoring
, 9–14
Monopoly position, business
, 195–196
Motives for market research in sports industry
approaches to market research in sports industry
, 38–43
invisibility of services
, 7–8
market research, market monitoring and informal data
, 9–14
market research and decision-making
, 43–45
market research in sports industry
, 28–37, 45–49
marketing concepts
, 14–18
MIS of sport entity
, 18–21
monitoring of environmental changes surrounding sport entities
, 26–28
research of trends in sports industry
, 21–26
sports entities
, 8–9
sports industry market monitoring and market research
, 37–38
Multi-method streamlined process
, 167
Multidimensional scales
, 132
Multiple theoretical frameworks
, 168
Multiple-choice questions
, 120, 133–134
Panel(s)
experiment
, 152
types
, 104
Paradigmatic framework
, 178
Participating entities
, 91
Participating sport entities
, 109
Personal diaries
, 184–185
Personal observation
, 138
Phenomenology
, 163, 168, 176
Pilot studies, in sports industry
, 92
group interview
, 93–94
in-depth interviews
, 94–95
projective techniques
, 95–96
Popularity of martial arts
, 164
Post-coding administers
, 200
Postal survey
, 69, 117–118
Pre-test examination, sports industry
, 119–120
Preliminary research
, 139, 189
Preparation and planning of implementation phase
, 119
Prestigious quality awards
, 51–52
Pricing
policy
, 20
strategies
, 64
Primary data collection method
, 107–108
Primary data in market research in sports industry
analysis of opinions, attitudes, emotions and psychological variables
, 111–113
application of experiment method in sports industry
, 144–154
conducting primary research in sports industry
, 113–115
global sports industry income projections
, 109
implementation methods of primary research in sports industry
, 115
income structure of FIFA World Cup
, 108
observation method in market research in sports industry
, 136–144
primary research
, 110
research instrument design for market research in sports industry
, 133–136
testing method for sport entities
, 115–132
Primary offer of sports entity
, 33
Primary research
, 30, 42, 108, 109–110
conducting in sports industry
, 113–115
implementation methods in sports industry
, 115
Probability
of inclusion of individuals
, 161–162
theory
, 156
Problem-solving techniques
, 74
Professional sport
club
, 1
entities
, 73, 98–99
Projective techniques
, 42, 95–96
Psychological characteristics
, 103–104
Psychological variables in sports industry
, 111–113
Public loyalty enhancement
, 209
Sample/sampling
, 42, 155–158, 160–161, 163
of connoisseurs
, 162, 164
error
, 158
frame
, 157, 158
group
, 161
limitations in market research in sports industry
, 163–165
research
, 41
scope of
, 158
selection
, 157
and selection criteria determination phase
, 119
types of samples in market research in sports industry
, 159–163
unit
, 155
Search engine marketing (SEM)
, 65
Search engine optimization (SEO)
, 66
Search engines
, 65, 66, 71
Seasonality of demand
, 34–35
Secondary data
, 44
analysis for decision-making in management of sport entities
, 96–98
collection for management of sport entities
, 90
decision-making process
, 83
external sources of secondary data in sports industry market research
, 87–88
globalization
, 82
internal and external sources
, 84
internal sources of secondary data in sports industry market research
, 85–86
in market research in sports industry
, 81
research in sports industry
, 84–85
special records of secondary data of sport entity
, 86–87
two basic categories of secondary data
, 82–83
Segmentation
, 42
of environment
, 27–28
optimal
, 28
of total population
, 42
Segments
, 21, 29, 110, 156, 185
Semantic scales
, 130, 131
Simple market research in sports industry
benchmarking in sports industry
, 51–61
web marketing and
, 61–71
Simple random sample
, 160
Single variable analysis
, 201–202
Single-degree
cluster
, 161
surface samples
, 161
Social media marketing
, 65, 66
Social networks
, 67, 71, 205
Socio-cultural factors
, 5
Socio-demographic
changes
, 24
characteristics
, 48, 118
Socioeconomic characteristics
, 103–104, 110
Socioeconomic variables
, 27
Sport case studies, analysis of selecting
, 91–92
Sport entities
, 77, 80, 81, 89, 90, 174, 186, 188, 199–200, 202–203, 205, 206, 208
application
, 118–122
environment
, 61
fan population
, 161
followers
, 160
measuring attitudes through test methods
, 126–132
members
, 160
online testing
, 117–118
phone testing
, 116–117
secondary data analysis for decision-making in management
, 96–98
secondary data collection for sport entities management
, 90
special records of secondary data of
, 86–87
testing method for
, 115
weaknesses
, 122–125
Sport federation’s activities
, 2
Sport phenomenon
, 46, 82, 89, 99, 159, 162, 163, 175, 177, 193, 199–200, 202–203
research on previous experiences with
, 90–91
Sport(s)
, 1, 7–8, 9, 23, 26, 101, 145, 156, 157, 168, 170, 174, 205, 208
clubs
, 1
competitions
, 3
databases
, 13
event
, 33
federations
, 1–2
federations
, 3
managers
, 159
marketing
, 5–6
offer
, 32–33
practice
, 94–95
recreational organizations
, 1
strategy
, 107
types
, 20
Sports entities
, 1, 2, 4, 5, 8–9, 17, 27–29
market research and decision-making in
, 43–45
marketing concept
, 15–16
monitoring of environmental changes surrounding
, 26–28
Sports industry
, 91, 160, 163, 172, 195
analysis of opinions, attitudes, emotions and psychological variables
, 111–113
basic characteristics of qualitative research in sports industry
, 169–171
common methods of qualitative research in sports industry
, 180
conduct primary research in
, 113–115
criteria for implementation of qualitative research in sports industry
, 172–177
decision-making based on findings of exploratory research in
, 98–100
descriptive analysis in
, 105–106
external sources of secondary data in
, 87–88
implementation methods of primary research in
, 115
implementation process of qualitative research in sports industry
, 178–180
internal sources of secondary data in
, 85–86
limitations of qualitative research in sports industry
, 171–172
market monitoring and informal data in market research
, 9–14
market monitoring and market research in narrow sense
, 37–38
market research in
, 28–37, 174
qualitative market research in
, 169
secondary data research in
, 84–85
Stakeholders
, 2, 3, 11, 12, 90, 101, 191–192
Statistical analysis
, 148, 201–202
Statistical data processing
, 180, 201–202
Strategic benchmarking
, 57
Strategic decision-making
, 36, 79, 100, 106, 122, 171, 175, 181, 186
Stratification
, 127, 160, 195
Stratified sample
, 160, 161
Structured observation
, 138
Structured questions
with hidden objectives
, 120–121
with unhidden goals
, 120
Structured statistics
, 85–86
Subjective external variables
, 34
Subject–object relationship
, 175
SVPETRVS Fight Night, mixed martial arts tournament
, 105
Swim swam community website
, 67
System oriented towards data
, 77
System oriented towards decision-making support
, 77
Tactical benchmarking
, 56, 57
Tactical decision-making
, 21, 36, 79, 81, 153, 175, 181, 186
Tactical decisions
, 10, 79, 81, 98
Target group
, 155, 157, 158
Target population
, 7, 20, 26, 43, 65, 101, 181, 207
Target(ed) segments
, 2, 16, 20, 63, 64, 143, 188
authentication
, 37
orientation to
, 15
perceptions
, 16
Technical/electronic devices, observation using
, 138
Technological development
, 25
Technological factors
, 5, 77
Test(ing) method
, 42, 48, 110
application
, 118–122
implementation methods of primary research
, 115
measuring attitudes through test methods
, 126–132
online testing
, 117–118
phone testing
, 116–117
for sport entities
, 115
weaknesses of
, 122–125
Textual argumentation
, 171
Thematic-perception techniques
, 95, 96
Theoretical paradigms
, 167, 168, 170
Third-party technique
, 95, 96
Thurston scale
, 128, 129, 130
Traditional MMA martial tournament
, 164
Triangulation of research methods
, 98–99
Two variable analysis
, 201–202
Two-degree surface samples
, 161
Two-way tabulation
, 201–202