Lesson Plan
Course Title: Sports and Entertainment Marketing
Session Title: The Marketing Research Process
Performance Objective:
After completing this lesson, the student will list and describe the steps involved in marketing
research and explain the human factors associated with marketing research.
Specific Objectives:
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•
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•
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The student will define market research.
The student will list the steps for marketing research.
The student will explain exploratory, desk, descriptive, and causal research.
The student will describe a market sample.
The student will give examples of price points.
The student will explain the effect that the human factor has on research.
The student will define ethical research.
The student will explain the need for marketers to expand their knowledge of the cultures
of potential new customers.
TERMS
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•
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•
•
•
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Market research-information is gathered that is very specifically focused on a single
target market
Exploratory research-conducted when a business is unaware of the exact problem
Desk research-when reports of other completed research are used to help define the
problem
Descriptive research-used when the business is aware of the problem that needs to be
solved
Causal research-used to determine cause-and-effect relationships when the problem is
already clearly defined
Sample-a small number representative of the large group, contacted during the datacollection phase
Price points-range of prices charged for a category of merchandise
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1
Preparation
TEKS Correlations:
This lesson, as published, correlates to the following TEKS. Any changes/alterations to the
activities may result in the elimination of any or all of the TEKS listed.
130.346 (c)(7)(A)
…explain characteristics and purposes of a marketing-information system…
130.346 (c)(7)(B)
…identify benefits and limitations of marketing research…
130.346 (c)(7)(D)
…analyze data used to make accurate forecasts…
130.346 (c)(14)(B)
…distinguish among sports and entertainment marketing terms…
Interdisciplinary Correlations:
English:
110.31 (b)(21)(B)
… organize information gathered from multiple sources to create a variety of graphics and forms
(e.g., notes, learning logs)…
110.31 (b)(22)(B)
…evaluate the relevance of information to the topic and determine the reliability, validity, and
accuracy of sources (including Internet sources) by examining their authority and objectivity…
110.31 (b)(23)(C)
… uses graphics and illustrations to help explain concepts where appropriate…
110.31 (b)(23)(D)
… uses a variety of evaluative tools (e.g., self-made rubrics, peer reviews, teacher and expert
evaluations) to examine the quality of the research…
Teacher Preparation:
Teacher will review the terms in the outline, PowerPoint slides and handouts to become familiar
with lesson.
Teacher should locate and evaluate various resources and websites before the lesson.
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Teacher will have assignments and website information ready to distribute to students.
References:
Sports Business Journal
Sports Illustrated
Advertising Age
Instructional Aids:
1. Display for PowerPoint, websites for assignments and class discussion
2. Sports and Entertainment Marketing, 3rd edition, Kaser & Oelkers, South-Western
Cengage Learning: Sports and Entertainment Management, Kaser & Brooks, SouthWestern Cengage Learning.
3. Advertising Age
4. USA Today
5. Sports Illustrated
6. “The Gallup Organization” website
Materials Needed:
1. Printer paper
2. Assignments and website information ready to distribute to students.
(Gallup PowerPoint/Survey Project) Direction Sheet
2. Sports Business Journal and Entertainment Industry Economics: A Guide for Financial
Success
3. Internet access to Hulu videos
Student projects will be displayed to increase interest in Sports and Entertainment
Marketing.
Equipment Needed:
1. Computer with PowerPoint and Internet Access
2. Projector to Show Internet Sites Undercover Boss Episodes
3. Computers for Students to Conduct Research and Collect Data for Projects
Learner Preparation:
Tell students to go to “The Gallup Organization” and select a current topic that the company has
researched. Write a short summary about what the research results are saying.
Ask students to survey 10 of their friends to determine where they like to eat. Then explain how
this simple form of research helps restaurants to understand the demographics of their
customers.
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Introduction
Introduction (LSI Quadrant I):
SHOW: Show students pictures of college football stadiums that seat more than 100,000
people.
ASK: Ask students how universities determine that they can financially spend millions of dollars
to expand the size of stadiums.
SAY: Explain how major financial decisions are based upon market research. The university will
survey season ticket holders and individuals waiting for the opportunity to purchases season
tickets to see if the stadium expansion is a sound financial decision.
ASK: Ask students to give an example of a professional athletic team that has moved to a
different city.
SAY: Explain how the professional team’s market research team conducts research to
determine financial advantages for moving the location of the team. Information must be
acquired from potential customers at the new location.
ASK: Ask students to describe a strategy to improve homecoming or prom festivities.
SAY: Explain how conducting research with the juniors and seniors at the school can provide
the insight to improve homecoming or prom.
ASK: Ask students to think of all the restaurants located in the food court at a shopping mall.
SAY: Explain how all of the restaurants are in competition. Market research will allow the
individual restaurants to offer the most popular food items at prices that the target market is
willing to pay.
Outline
Outline (LSI Quadrant II):
Instructors can use the PowerPoint presentation, slides, handouts, and note pages in
conjunction with the following outline.
MI
Outline
Notes to Instructor
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I. The Marketing Research Process
A. Market Research—when information is gathered
that is very specifically focused on a single target
market
B. Steps in Marketing Research
1. discover and define the problem
2. analyze current conditions
3. develop the process for data collection
4. collect the data
5. analyze and report the data
6. determine a solution to the problem
7. implement and evaluate the results
Use PowerPoint and
current events as aids.
II. Step 1: Discover and Define the Problem
A. Exploratory Research-conducted when a
business is unaware of the exact problem (A
television network conducts research to
determine why fewer people are watching a
particular show.)
B. Desk Research-where reports of other
completed research are used to help define the
problem
C. Descriptive Research-is used when the
business is aware of the problem that needs to
be solved (If a group wants to start a new
professional soccer team, it needs to know if
there will be a sufficient fan base to support the
team.)
D. Causal Research-used to determine cause-andeffect relationships when the problem is already
clearly defined (When the sports team’s
marketing department does not know which of
two team logos and colors will motivate fans to
buy more team merchandise, research can help
determine the effect of each alternative.)
Use PowerPoint as
aid.
Marketing research is
used to make betterinformed decisions.
Politicians use
marketing research to
determine how popular
they are with the
voters.
The world of sports
and entertainment
marketing uses
marketing research to
determine whether to
build new facilities,
increase ticket prices,
rank teams, and find
out the overall public
opinion.
Different types of
research are used for
different situations.
Exploratory research is
used when you don’t
understand the exact
problem. A college
team’s attendance at
home games has
dropped by 10% even
though the team is
winning. Exploratory
research is used to
gain an understanding
of the declining
attendance.
Desk research
involves looking at the
research conducted by
other organizations
that were facing similar
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challenges.
Descriptive research is
used when a company
knows the problem or
challenge and is
looking for a solution.
A city wants a new
entertainment venue.
Now they must
determine if the public
is ready to spend $32
million.
Causal research is
used to determine fan
reaction when ticket
prices are increased
by 20%.
III. Step 2: Analyze Current Conditions
A. Look at Sales Volume
B. Analyze Customer Data to Understand Current
Conditions
Use PowerPoint as
aid.
IV. Step 3: Develop the Process for Data Collection
A. Observation
B. Conducting a Survey
C. Personal Interviews with Customers
Use PowerPoint as
aid.
Research involves
looking at the current
conditions that will
influence consumer
behavior. A bad
economy, high
unemployment, and
uncertainty will
certainly influence
purchasing decisions.
Organizations must
determine the most
efficient means for
collecting data. The
Copyright © Texas Education Agency 2011. All rights reserved.
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information that is
collected must also be
accurate.
V. Step 4: Collect the Data
A. Use E-mail to Contact Season Ticket Holders
B. Survey a Sample-a small number representative
of the large group
Use PowerPoint as
aid.
VI. Step 5: Analyze and Report the Data
A. Electronically Compile Responses
B. Look for Patterns in the Data
C. Draw Conclusions Based on the Patterns
D. Track Sales
E. Determine Price Points-the range of prices
charged for a category of merchandise
F. Spreadsheets and Database Software-help sort
thousands of bits of data and make sense of the
data
G. Charts and Graphs-visual representation of
results
Use PowerPoint as
aid.
Most surveys involve a
sample audience. A
sample should be a
good representation of
the people who will
vote, participate, and
support a cause.
Once data is collected,
it must be defined.
Businesses want to
determine price points
or the dollar amounts
that consumers are
willing to pay for
different categories of
merchandise.
The price point for
sitting in a suite at a
football game will be
much higher than the
price of a seat in the
end zone.
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VII. Step 6: Determine a Solution to the Problem
A. Based on Conclusions from the Data
B. Make Recommendations
VIII. Step 7: Implement and Evaluate the Results
A. Concerns Might Be Uncovered
B. Companies Implement the Changes-to
determine whether they actually result in an
effective solution to the problem
IX. The Human Factor of Marketing Research
A. Research Sophistication
1. gut feeling and intuition
2. research is valued and actively used to make
decisions
3. decisions based on sound information
B. Reducing Conflict
1. research results may indicate the need for
change
2. managers should not “shoot the messenger”
3. research that indicates unhappy customerspresents opportunities for departments to
work together for the best solution
C. Ethical Research
1. report information accurately and objectively
2. biased research is inaccurate research
3. obligation to protect the privacy of individuals
who provide information for research
4. confidentiality-the researcher has an
obligation to not reveal the specific identities
of the respondents
5. FTC makes it illegal for researchers to
pretend they are conducting research when
they are actually disguising a sales tactic
Use PowerPoint as
aid.
When the results of
research indicate that
there is great interest
for more stadium
seats, organizations
will pursue bond
issues and other
financial strategies to
increase the size of
the stadium.
Use PowerPoint as
aid.
Research may or may
not produce the results
that a company wants
to hear. The research
might uncover
concerns of potential
fans or customers.
Use PowerPoint as
aid.
Humans often follow
their gut feeling which
sometimes is not an
accurate indicator.
Research results may
be discouraging for the
marketing or sales
departments.
Individuals must be
willing to make the
necessary changes
indicated by research
results.
Biases or leading
questions will not
result in accurate
research findings.
Respondents to
surveys must have
confidentiality.
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X. What’s in it for Me?
A. Coupons-discount on a meal for answering a
survey
B. Free Movie Ticket-for responding to the movie
survey
XI. Worldwide Data
A. Global Market-growing for sports,
entertainment, and recreation
B. Billions of People-in more than 200 countries
watched or listened to the 2006 FIFA World Cup
matches
C. Export Sports and Entertainment Programming
D. Must Be Sensitive to Different Cultures
Verbal
Linguistic
Logical
Mathematical
Visual
Spatial
Musical
Rhythmic
Bodily
Kinesthetic
Intrapersonal
Use PowerPoint as
aid.
Many people are
turned off by telephone
research or filling out
surveys. Incentives are
provided to encourage
people to participate in
the research or
surveys.
Use PowerPoint as
aid.
The global market
potential for sports and
entertainment is huge.
Research must be
conducted to
determine the best
alternatives for
expansion in the global
market.
Interpersonal
Naturalist
Existentialist
Application
Guided Practice (LSI Quadrant III):
Show students pictures of different brands of automobiles. Then ask students to rank the brands
according to their preference. Ask students to list characteristics of each brand and then
summarize the student’s results. Then explain how you have conducted a simple form of
research.
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Independent Practice (LSI Quadrant III):
Survey Says…Gallup PowerPoint/Survey Project (2 students per team)
Ask students to use the Internet to research “The Gallup Organization.” Students select one
current topic researched by The Gallup Organization and prepare a PowerPoint that explains
The Gallup Organization and their research findings for a current topic. Then ask students to
develop five survey questions (cannot be leading questions) to ask fellow students regarding the
school cafeteria food. After the teacher makes sure the questions are not leading, students will
survey 30 students and calculate their results of the survey.
This project will be evaluated using the assigned rubric.
Summary
Review (LSI Quadrants I and IV):
Question: Why would a television network use exploratory research to determine low television
audience for a new program?
Question: What are some reasons for potential conflict between sales managers and marketing
research managers?
Question: What is a market sample?
Question: Why would a university use causal research to determine low merchandise sales?
Question: What kind of research should be used if a radio station wants to determine the
potential demand for tickets to an outdoor country music concert?
Evaluation
Informal Assessment (LSI Quadrant III):
Instructor should observe the work ethic of individuals involved in the endorsement activity. All
students are required to contribute to the three-part independent practice activity.
Formal Assessment (LSI Quadrant III, IV):
Students will be evaluated on their “Gallup PowerPoint/Survey Project” by using the assigned
Copyright © Texas Education Agency 2011. All rights reserved.
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rubric.
Extension
Extension/Enrichment (LSI Quadrant IV):
Buying a New Car Research
Student Directions
1. Conduct research to determine the best new car to buy.
2. Go to Edmunds.com and Consumer Reports to compare/contrast three new automobiles
in the same price range.
3. Prepare a chart that shows the characteristics for each of the three cars and includes
the information acquired from your research. Then write a paragraph to explain which
car you would purchase and why.
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Sports and Entertainment Marketing
Student Directions
Independent Practice (LSI Quadrant III):
Survey Says…Gallup PowerPoint/Survey Project (2 students per team)
1.
Use the Internet to research “The Gallup Organization.” Select one current topic
researched by The Gallup Organization and prepare a PowerPoint that explains The
Gallup Organization and their research findings for a current topic.
2.
Develop five survey questions (cannot be leading questions) to ask students regarding
the school cafeteria food. After the teacher makes sure the questions are not leading,
students will survey 30 students and calculate their results of the survey.
This project will be evaluated using the assigned rubric.
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Survey Says…Gallup PowerPoint/Survey Project
CATEGORY
20
15
10
5
Quality of Work
Provides work of the Provides high
highest quality.
quality work.
Provides work that
occasionally needs to
be checked/redone
by other group
members to ensure
quality.
Provides work that
usually needs to be
checked/redone by
others to ensure
quality.
Focus on the
task
Consistently stays
focused on the task
and what needs to
be done. Very selfdirected.
Focuses on the task
and what needs to
be done most of the
time. Other group
members can count
on this person.
Focuses on the task
and what needs to be
done some of the
time. Other group
members must
sometimes nag,
prod, and remind to
keep this person ontask.
Rarely focuses on
the task and what
needs to be done.
Lets others do the
work.
Contributions
Routinely provides
useful ideas when
participating in the
group and in
classroom
discussion. A
definite leader who
contributes a lot of
effort.
Usually provides
useful ideas when
participating in the
group and in
classroom
discussion. A strong
group member who
tries hard!
Sometimes provides
useful ideas when
participating in the
group and in
classroom
discussion. A
satisfactory group
member who does
what is required.
Rarely provides
useful ideas when
participating in the
group and in
classroom
discussion. May
refuse to participate.
Preparedness
Brings needed
materials to class
and is always ready
to work.
Almost always
brings needed
materials to class
and is ready to
work.
Almost always brings Often forgets needed
needed materials but materials or is rarely
sometimes needs to ready to get to work.
settle down and get
to work
Pride
Work reflects this
student's best
efforts.
Work reflects a
strong effort from
this student.
Work reflects some
effort from this
student.
Work reflects very
little effort on the part
of this student.
Total Points Earned ________
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Extension/Enrichment (LSI Quadrant IV):
Buying a New Car Research
Rubric
20
15
10
Presentation
Well-rehearsed with
smooth delivery that
holds audience
attention.
Rehearsed with fairly
smooth delivery that
holds audience
attention most of the
time.
Delivery not smooth, Delivery not smooth
but able to maintain and audience
interest of the
attention often lost.
audience most of the
time.
Attractiveness
Makes excellent use
of font, color,
graphics, effects,
etc. to enhance the
presentation.
Makes good use of
font, color, graphics,
effects, etc. to
enhance to
presentation.
Makes use of font,
color, graphics,
effects, etc. but
occasionally these
detract from the
presentation
content.
Use of font, color,
graphics, effects etc.
but these often
distract from the
presentation content.
Content
Covers topic indepth with details
and examples.
Subject knowledge
is excellent.
Includes essential
knowledge about the
topic. Subject
knowledge appears
to be good.
Includes essential
information about
the topic but there
are 1-2 factual
errors.
Content is minimal
OR there are several
factual errors.
Organization
Content is well
organized using
headings or bulleted
lists to group related
material.
Uses headings or
bulleted lists to
organize, but the
overall organization
of topics appears
flawed.
Content is logically
organized for the
most part.
There was no clear
or logical
organizational
structure, just lots of
facts.
Sources
Source information
collected for all
graphics, facts and
quotes. All
documented in
desired format.
Source information
collected for all
graphics, facts and
quotes. Most
documented in
desired format.
Source information
collected for
graphics, facts and
quotes, but not
documented in
desired format.
Very little or no
source information
was collected
CATEGORY
5
Total Points Earned ________
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