Deck 3: Research Tools for Understanding Sports Consumers

Question 1

Research objectives describe the various types of information needed to address the problem or opportunity.

Answer 1

True

Question 2

Problem definition requires the researcher to specify what information is needed to assist in either solving problems or identifying opportunities by developing a _____.

A) research problem statement
B) sport marketing questionnaire
C) set of research objectives
D) set of research solutions
E) none of the above

Answer 2

A

Question 3

Marketing research is useful in which phase of the strategic sports marketing process?

A) planning
B) implementation
C) control
D) organizing
E) all of the above

Answer 3

E

Question 4

The most critical stage in the marketing research process is _____.

A) problem definition
B) determination of research design
C) determination of data collection methods
D) development of data collection forms
E) research objectives

Question 5

According to the text,sports marketing research is the systematic process of collecting,analyzing,and reporting information to enhance decision making throughout the strategic sports marketing process.

Question 6

When wording questions in a survey you must not:

A) have lengthy questions
B) have double-barreled questions
C) have questions that can be interpreted in more than one way
D) avoid technical questions
E) all of the above

Question 7

With regard to surveys,if a small collegiate athletic program wanted to measure fan satisfaction for the halftime promotions at their football games,_____ would be used.

A) longitudinal study
B) secondary study
C) dependent study
D) cross-sectional study
E) all of the above

Question 8

Which of the following is an example of why there is a need for sports marketing research?

A) checking the stats for Joe Torre's career managerial winning percentage
B) how fans are spending their entertainment dollars
C) which player has the most arrests
D) how much the Phoenix Suns paid to acquire Shaquille O'Neal
E) all of the above

Question 9

Surveys and questionnaires are most closely associated with _____.

A) exploratory research
B) casual research
C) descriptive research
D) test marketing
E) exploratory designs

Question 10

All of the following are tools of exploratory research EXCEPT _____.

A) experiments
B) literature reviews
C) case analysis
D) focus groups
E) both a and b

Question 11

To determine the effect of ticket price on attendance,a market researcher may devise a laboratory experiment in which fans are offered the opportunity to purchase tickets at a variety of prices.In this experiment,price would be the _____.

A) independent variable
B) effect variable
C) dependent variable
D) result variable
E) research variable

Question 12

According to the text,the basic framework or process of conducting marketing research changes often to meet society demands.

Question 13

Three key issues emerge from the definition of sports marketing research.The first being that this research must be systematic in its approach; and it is both _____ and _____.

A) well organized; biased
B) well catalogued; informal
C) well organized; unbiased
D) unbiased; informal
E) biased; informal

Question 14

Trade and industry associations,such as the National Sporting Goods Manufacturers,are excellent sources of _____.

A) simulated test markets
B) primary data
C) secondary data
D) projective data
E) dependent data

Question 15

The primary role of marketing research is to _____.

A) reduce risk in managerial decision making
B) make decisions for management
C) replace managers who make routine, relevant decisions
D) confirm the correctness of past decisions
E) both c and d

Question 16

Which of the following does NOT fit into the sports marketing research process?

A) defining the problem
B) choosing the research design
C) identifying data collected
D) designing the sample
E) All of the above are part of the sports marketing research process.

Question 17

According to the text,the first and most important step in the marketing research process for sports marketers is to define the _____.

A) solution
B) parameters of research
C) problem
D) research process
E) none of the above

Question 18

A research proposal is the framework for a study that collects and analyzes data.

Question 19

Prior to beginning a formal research project,Bill is interviewing a few knowledgeable people to gain a better understanding of the nature of the problem his team faces and the characteristics of the environment in which it exists.Bill is conducting _____.

A) a market test
B) a casual study
C) descriptive research
D) exploratory research
E) none of the above

Question 20

The research design is a written blueprint that describes all the information necessary to conduct and control the study.

Question 21

A focus group is a moderately structured discussion held with fewer than five people.

Question 22

You are a new employee for USA Sports Marketing Group and your first job assignment is to prepare a marketing research (mini)proposal for Kansas City on whether a new race track (NASCAR)should be built.

Question 23

List and describe the types of data collection techniques.

Question 24

The last step in the sports marketing research process is preparing a final report.The text gives three simple guidelines for preparing this report.List and briefly describe these guidelines.

Question 25

Data collected specifically to answer your research questions are called primary data.

Question 26

Write a brief marketing research proposal to address the feasibility of creating a Junior X Games in Orlando,Florida for the summer.

Question 27

According to the text,data collection techniques can be broadly categorized as secondary or primary.

Question 28

Your boss at USA Sports Marketing Group has asked you to prepare a brief questionnaire (no more than eight questions)to determine the attitudes toward the WNBA.List the steps in preparing a questionnaire,and then write a questionnaire.

Question 29

Government reports and documents are excellent sources of data for sports marketers exploring the marketing environment.

Question 30

According to the text,surveys allow sports marketing researchers to collect primary data such as awareness,attitudes,behaviors,demographics,lifestyles,and other variables of interest.