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SPMA Exam 2 Chatper 3,4,5,6 questions well answered
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SPMA Exam 2 Chatper 3,4,5,6Marketing Research - correct answer ✔✔is the process or set of processes that links the consumers,
customers, and end users to the market through information - information used to identify and define
marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor
marketing performance; and improve understanding of marketing as a process.
Sports Marketing Research - correct answer ✔✔the systematic process of collecting, analyzing, and
reporting information to enhance decision making throughout the strategic sports marketing process
Sports Marketing Research: 3 Key Issues - correct answer ✔✔Must be systematic in its approach
Involves more than just collecting data and then reporting back to decision makers; must make sense of
the data
Importance is found in its ability to allow managers to make informed decisions
The Marketing Research Process ( 7) - correct answer ✔✔1) Defining the problem or opportunity
2) Choosing the research design type
3) Identifying data collection methods
4) Designing data collection forms
5) Designing the sample
6) Collecting, analyzing, and interpreting
7)Preparing the research report
Problem definition - correct answer ✔✔requires the researcher to specify what information is needed to
assist in either solving problems or identifying opportunities by developing a research problem
statement.
Research Objectives
(2) - correct answer ✔✔`1 Guidelines that establish an agenda of research activities necessary to
implement the research process.
,2 Describe the various types of information needed to address the problem or opportunity.
Research Proposal - correct answer ✔✔Is a written blueprint that describes all the information
necessary to conduct and control the study; ensures agreement between the researcher and client on
the direction of the research.
Choosing the Research Design Type - correct answer ✔✔Once the problem is correctly defined, the
research design type is considered.
Three types:
-Exploratory
-Descriptive
-Causal
Exploratory Designs - correct answer ✔✔1) Useful when research problems are not well defined.
3) Used when research is conducted to generate insight into the problem or to gain a better
understanding of the problem at hand.
Descriptive Designs - correct answer ✔✔1 Used when the research problem is more clearly defined.
2 Describes the characteristics of a targeted group by answering questions such as who, what , where,
when, and how often.
3 Also show the extent to which two variables differ or correlate.
Causal Designs - correct answer ✔✔1 Useful when problems are very clearly defined.
2 Examine whether changing the level of one variable causes the level of another variable to change
(cause and effect relationship).
Identifying Data Collection Techniques
3 - correct answer ✔✔1) data collection Techniques
2) Secondary Data
3) Primary data
, Data collection Techniques - correct answer ✔✔can be broadly categorized as secondary or primary.
Secondary data - correct answer ✔✔refer to data that were collected earlier but are still related to the
research question. May come from within the sports organization (team merchandise sales figures, event
attendance figures) or outside the organization (government reports, trade and industry associations,
books, journals).
Primary data - correct answer ✔✔are information gathered for the specific research question at hand.
Primary Data - correct answer ✔✔There are a wide variety of primary data collection techniques:
- Depth interviews
-Focus groups
-Projective techniques
-Surveys
-Experiments
Depth Interviews - correct answer ✔✔1 Popular data collection technique for exploratory research.
2 Usually conducted as highly unstructured conversations that last about an hour.
3 Unstructured means that the researcher has a list of topics that need to be addressed during
Advantages of Depth Interview - correct answer ✔✔1 Gather detailed information on the research
question
2 Useful when it is difficult to interface with the target population
3 Appropriate when studying complex decision making
Focus Groups - correct answer ✔✔1 Also popular for exploratory research.
2 is a moderately structured discussion session held with eight to ten people. The discussion focuses on
a series of predetermined topics and is led by an objective, unbiased moderator.
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