Market
Research
Sports Marketing
Market Research
 The
process of systematically collecting,
recording, analyzing, and presenting data
related to marketing goods and services
Why is Market Research Important?
 Global
Market: other countries are different from
the US and companies need to learn and
understand their needs and wants before they
enter that market
 Competition
: companies need an “edge” to
compete in the marketplace, so the need to
research what their competitors are doing
 Changing
Market: customer needs change daily, it
is important to understand them before a company
enters the marketplace
Primary Research
 The
original research conducted for a specific
marketing situation
 Examples:
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Surveys
Direct Mail
Telephone
Interviews
Focus Groups
Secondary Research
 Published
data that have been collected for
some other purpose
 Examples:
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Census Reports
Demographic Analyses
Trade Associations
State Agencies
Commercial Research Firms
5 steps in Market Research
1.
Identify the problem
2.
Conduct secondary research
3.
Select and design primary research
4.
Collect data
5.
Report and analyze data
1. Identify the Problem
 Ask
questions that research could answer
 Example:
ask
 “What
A golf ball manufacturer might
can we do to improve the image
of our golf ball and stand out from the rest
of the market?”
2. Conduct Secondary Research
 Secondary
research: published data that
have been collected for some other
purpose
 Data
that a company DOES NOT compile
themselves
3. Design Primary Research
 Primary
Research: Original research
conducted for a specific marketing
situation
 Create
surveys
 Develop focus groups
 Interviews
 Telephone calls
4. Collect Data
 Data:
records or facts and figures that are
organized and analyzed in some way
 Ways



to collect:
Experiment – try it out
Observation – watch it happen
Survey – ask about it
5. Report and Analyze
 In
order for data to be useful it must be
reported and analyzed
 What
does the information collected tell us
about the consumer (or subject)?
Market Research Example
 In
2010, the Green Bay Packers held several
focus groups with select season ticket holders
to discuss new seating ideas for a possible
Lambeau Field expansion.
 According
to an article featured in the Green
Bay Post Gazette, focus groups and surveys are
an annual part of the Packers’ effort to meet
fan expectations and better the game day
experience.
Class Activity
 Select
a team, player, entertainer or company and
take them through the 5 steps of Market Research:
1.
Identify the problem
2.
Conduct secondary research
3.
Select and design primary research
4.
Collect data
5.
Report and analyze data