Description
Book SynopsisWhether professional or amateur, sports businesses must develop their brand and image to meet the expectations of a diverse environment, consisting of fans, sponsors, and other stakeholders. The value and instruments of market research can provide the required resources for sports businesses to realize their plans.
In
Market Research in the Sports Industry, Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of market research methods to be used by sports businesses. The book identifies and explains the most effective uses of market research, drawing upon real-life case studies. The application of the methods presented in this book, ranging from the simplest - monitoring the environment – to the most complex sampling methods, can significantly contribute to the development of sports businesses by increasing the number of members, sponsors, followers and fans.
The book will be invaluable for researchers, educators and students of Sports Management and Marketing, and it will also prove useful to sporting professionals seeking to gain a competitive edge in the market.
Trade ReviewThis book analyzes market research methods used by sports businesses. It describes motives for market research in the industry, approaches to market research, and objectives and types; simple market research methods; business intelligence; secondary data research; exploratory research; descriptive research; the use of primary data; sampling and types of samples; qualitative market research methods; field implementation of market research methods; and analysis of market research results. -- Annotation ©2018 * (protoview.com) *
Table of ContentsChapter 1. Introduction to Market Research in the Sports Industry
Chapter 2. Motives for Market Research in the Sports Industry
Chapter 3. Simple Market Research in the Sports Industry
Chapter 4. Business Intelligence (BI) in Market Research in the Sports Industry
Chapter 5. Secondary Data in Market Research in the Sports Industry
Chapter 6. Exploratory Research in the Sports Industry
Chapter 7. Descriptive Research in the Sports Industry
Chapter 8. Primary Data in Market Research in the Sports Industry
Chapter 9. Sampling and Types of Samples for Market Research in the Sports Industry
Chapter 10. Qualitative Market Research in the Sports Industry
Chapter 11. Field Implementation of Market Research in the Sports Industry
Chapter 12. Analysis of the Market Research Results in the Sports Industry
