Chapter 6: Sports Market Research & Outlets – Flashcards
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Market Research
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The process of systematically collecting, recording, analyzing and presenting data related to marketing goods and services
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Secondary Research
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Published data that have been collected for other purposes
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Primary Research
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Original research conducted for a specific marketing situation
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Observation Method
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A research technique that involves watching actual behavior and recording it
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Census
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A study that counts everyone in the research method
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Sample
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A number of people who are representative of a study's population
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Direct Channel
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The path a product takes without the help of any intermediaries between the producer and consumer
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Direct Marketing
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Marketing activities to sell products directly to the customers through the use of a customer database
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Indirect Channel
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The path a product takes using intermediaries, or people or services in the middle of a transaction, between the producer and consumer
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Independent Variable
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Variable that is being manipulated, or change
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Dependent Variable
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Variable that is affected by the change made by the independent variable
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Focus Group
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Panel of 6-10 participants who are brought together to discuss their feelings, reactions, and attitudes regarding a product, promotion or some other topic
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Secondary Research is:
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Published data that has been collected for some other purpose
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Primary Research is:
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Original research conducted for a specific marketing situation
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The three types of primary research methods are include all of the following EXCEPT:
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agents
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The three basic types of intermediaries in an indirect channel of distribution include all of the following EXCEPT:
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Manufacturers
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The research method that includes two variables is:
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experiment
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This research method includes asking questions of participants in a study
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survey
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This research method includes watching actual behavior and recording it:
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observation
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The experiment research method should be used when:
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you need to draw conclusions from 2 variables
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Data are reported with graphs or charts with the analysis written in paragraphs
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Quantitative
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Data are reported in paragraph form and only inferences can be made not conclusions
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Qualitative
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Primary Research data are collected, reported, and analyzed by using ____, _____, or _______ _________
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Census, sample, data mining
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A city must use market research to determine if there is enough___ and _________ before bringing in a minor league team
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Interest, Financial Resources
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When conducting market research, one would conduct ___ research first because it is information that has already been collected- thus saving you time ad money
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secondary
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In the experiment method of research, a/n ___ variable is the one being manipulated or changed
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Independent
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In the experiment method of research, a/n ___ variable is the one being affected by the change made
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dependent
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A panel of 6-10 participants who are brought together to discuss their feelings, reactions, and attitudes regarding a product, promotion, or some other topic
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focus group
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Five steps in the research process
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1. state the problem 2. conduct secondary research 3. conduct primary research 4. collect data 5. analyze/ report data
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1. Direct Channel 2. Indirect Channel 3. Multiple Channels
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1. Producer>>Consumer 2. producer>> wholesaler>>>Consumer >> retailer>>>Consumer 3. Producer>> wholesaler>>consumer >>retailer>>consumer >>agents>>consumer
