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Marketing Research Articles Related to the Sports Industry

Marketing Research Articles Related to the Sports Industry

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Marketing research strikes American Bowling Congress

Published
December 1988
Author
Quirk's Staff
Abstract
Researchers conducted focus groups and mail questionnaires to understand the needs of the American Bowling Congress’ current members in order to gain insight and direction for both retaining members and attracting new ones.

Winning isn't everything for teens who play sports

Published
October 1991
Author
Quirk's Staff
Abstract
The Athletic Footwear Association asked more than 10,000 junior high and high school students about their participation in sports, including their current participation and reasons for participation as well as their intentions to participate.

Research uncovers keys to creating good advertising for soccer’s World Cup

Published
March 1994
Author
Joseph Rydholm, Quirk's Editor
Abstract
Dentsu Corporation of America used Brand Keys, a projective research technique, in the development of ads promoting the 1994 World Cup in America. This challenging campaign had to satisfy 11 company clients and their respective ad agencies.

Florida golf school uses neural networks to analyze advertising brochure

Published
March 1995
Author
Quirk's Staff
Abstract
The Ben Sutton Golf School used neural networks to critique new advertising copy. The analysis generated quantitative information in three phases used to evaluate existing and new advertising. The artificial neural network analysis can be a valuable safety-check of copy and design efforts.

Super Bowl advertising: What really works?

Published
March 1996
Authors
Don Bruzzone and Paul Shellenberg
Abstract
Bruzzone Research Co. used mailed questionnaires to determine the success of Super Bowl advertising and what really works.

Maxfli puts a new spin on its golf ball line

Published
May 1997
Author
Joseph Rydholm, Quirk's Editor
Abstract
Maxfli used a variety of qualitative and quantitative approaches to guide logo, packaging and advertising redesign in an effort to create a niche in the multimillion-dollar golf industry.

Minor league, major loyalty - Michigan baseball team surveys its fans

Published
October 2000
Author
Tom Logue
Abstract
Minor league baseball team West Michigan Whitecaps used a questionnaire to help determine how to effectively maintain fan loyalty on a limited budget.

Agency uses qualitative and quantitative techniques to tackle an advertising campaign for the Cleveland Browns Foundation

Published
May 2003
Author
Jennifer Hirt-Marchand
Abstract
The Cleveland Browns Foundation used one-on-one in-depth interviews with multiple staff and board members and 213 online surveys with foundation donors and prospects to develop a brand identity and supporting advertising campaign.

Trade Talk: Quite the double-header

Published
July 2005
Author
Joseph Rydholm, Quirk's Editor
Abstract
A report on how the Minnesota Twins use marketing research.

Research defines market for CheckFree

Published
February 1989
Author
Quirk's Staff
Abstract
CheckFree Systems used tracking studies to determine market demand and develop marketing strategies in its efforts to expand beyond its initial success in the health club market.

Data Use: Understanding conjoint analysis in 15 minutes

Published
June 1989
Author
Joseph Curry
Abstract
Marketers use conjoint analysis determine what features a new product should have and how it should be priced. This article details the basics of conjoint analysis using a simple example.

How do respondent behaviors and online sample quality affect measures of ad performance?

Published
April 2009
Author
Don Bruzzone
Abstract
As part of an annual tracking survey on Super Bowl advertising, Bruzzone Research conducted a research-on-research study to gauge the effects of specific survey-taking behaviors on data quality. Three behaviors were found to have a noticeable impact: speeding, straightlining answers and failing to follow instructions.

Trade Talk: Eisenberg book looks at why we buy

Published
November 2009
Author
Joseph Rydholm, Quirk's Editor

The Top 10s in 2009 entertainment

Published
December 2009
Abstract
The Nielsen Company documents the most successful products and people of 2009 entertainment.

Are car and beer ads lost amidst network promotion during the Super Bowl?

Published
January 2010
Author
Quirk's Staff
Abstract
Super Bowl advertisers are spending more money only to compete with more ads - an increasing number of which are for the network, by the network.

Sponsors prove big winners at the Games

Published
August 2008
Author
Quirk's Staff

Do NCAA brackets and green thumbs mix?

Published
March 2009
Author
Quirk's Staff

Recession markdowns miss the NFL

Published
August 2009
Author
Quirk's Staff

Cracking the code of social media data analysis

Published
August 2010
Author
Thomas Malkin
Abstract
While analyzing data from social media is something new to researchers, one way of extracting meaning from the data isn’t. Old-fashioned coding - with an assist from technology, of course - is an approach that can generate useful insights and bring clarity to a seemingly murky process.

The psychology of Facebook: what teens want from your brand online

Published
October 2010
Author
Amy Henry
Abstract
When marketing to teens and tweens via social media, it can be more valuable to show young participants what the mean to the brand instead of focusing on what the brand means to them. A look into the minds of youths reveals a desire to be heard and, more importantly, to fit in.