The American Bowling Congress, the world's largest sports organization, conducted marketing research among its 3 1/2 million members last year to find out their attitudes toward ABC and its current and new service opportunities. Bruce Noren, marketing department manager for the 93-year-old organization, says the sport of bowling is "just beginning to wake up to research."


"We haven't done a lot of research in the past," says Noren. "We realized that we're too big of an organization not to do it, to find out what our members and non-members think about us and our programs."

The purpose of ABC's qualitative (focus groups) and quantitative (mail questionnaires) research was to understand the needs of its current members in order to gain insight and direction for both retaining members and attracting new ones. The Goldring Co., Chicago, was commissioned to conduct the study. The basic objectives were to evaluate overall attitudes toward ABC, determine the importance of current ABC programs and services and measure the level of acceptance of proposed new programs and services. Other specific areas of investigation included: ABC's meaningfulness to its members; awareness of current ABC services; attitudes toward ABC communication; topics of specific interest to members and methods of communication; attitudes toward promotional ideas, instructional services and ABC's added value programs and the likelihood of taking advantage of each service/program; perceptions of the ABC awards program and awareness of awards offered; extent of agreement/disagreement with statements about the bowling center and league; bowling background of members and demographic questions.

In August, 1987, four focus groups were conducted in Chicago among ABC league secretaries (persons who are in charge of keeping records and collecting dues), members and team captains. The purpose was to develop and fine-tune potential new services that ABC could offer, and provide more specific direction for the enhancement of services currently offered. Noren said information obtained from these groups was further evaluated in the quantitative research stage and was used to assist in working out the wording of the questionnaire.

In February and March, 1988, an eight-page questionnaire was mailed to league secretaries and members. The members' sample was provided by ABC from league secretaries of these geographic regions: East - New York, Pennsylvania and New Jersey; Midwest - Wisconsin, Illinois, Michigan and Ohio; South - Florida and Texas; and West - Washington, Colorado and California. The secretaries' sample was obtained directly from ABC files and covered the same geographic regions as the members' sample with the additions of Virginia and Minnesota. The outgo sample size was reduced so as not to delay the mailing procedure. In all, 2,900 questionnaires (2,100 to members; 800 to secretaries) were mailed. Of those, 742 (35%) member and 379 (47%) secretary questionnaires were returned and tabulated.

Each mailing included a one dollar incentive and postage-paid return envelope. One week prior to the mailings, an introductory letter outlining the purpose and importance of participating in the study was sent to members and secretaries.

Observations, recommendations

Overall, bowlers said they were unclear about their league affiliations and what those affiliations mean to them as bowlers. This finding showed that ABC's member communication was lacking. Among bowlers who were currently receiving communication from ABC, almost half said they would like more, while three-quarters of those who weren't receiving any indicated an interest. Bowlers said they also wanted ABC to be more active in promoting the sport of bowling as a whole as well as provide its members with more benefits. The study showed that specific groups of bowlers (high average, older, team captains, beginners) have specialized needs and wants.

Study findings

The following were the major findings from the study:

  • Bowling history. Secretaries and team captains are more active bowlers than are the basic members. Specifically, secretaries and team captains are more likely than other members to have participated in league bowling for a longer number of years (approximately 18 vs. 14 for members) and bowl in more than one league (approximately 35% of secretaries and team captains bowl in two leagues vs. 25% of members).

    Composition of leagues varies between all male and mixed leagues. Among those who bowl in one league, slightly more than one-half (53%) bowl in a mixed league. Overall, regardless of the number of leagues bowled in, three in five (63%) bowl in a mixed league either exclusively or in addition to an all male league and one in two (52%) report their team has a sponsor. The average bowling score is 169 with team captains and secretary/team captains having averages somewhat higher than secretaries and members.
  • Awareness of affiliation. Although bowlers are all aware of ABC, awareness of state and local associations is low (57% for state and 69% for local). This may indicate that bowlers are unclear of the hierarchy of affiliation leading up to a league belonging to ABC.
  • Attitudes toward ABC communication. On average, ABC's communication is given a slightly less than good grade by bowlers. This rating is higher among secretaries and secretary/team captains, probably as a function of receiving more information in general from ABC than members.

    Almost one-half received some type of written communication from ABC. Although ABC sends information to all league secretaries, just one of 10 mention not receiving anything. Among those bowlers currently receiving communication, slightly more than half (53%) are satisfied with the amount they receive while the other half (46%) indicate a desire to receive more. Additionally, among bowlers not currently receiving any ABC communication, three-quarters indicate wanting to receive some. Ideally, bowlers want information sent to them about once a month in a newsletter or magazine format. Almost one-half indicate a willingness to pay higher dues or an additional fee to receive these types of publications (46% for a magazine, 41% for a newsletter). Enforcing members' desire for some kind of communication from ABC is their willingness to pay extra for the privilege.
  • Publication information. There are various types of information which bowlers believe ABC should provide in its publication, such as notification of rule change (89%) and bowling tips (81%). Of secondary importance is information about: new bowling equipment (63%); consumer reports on bowling equipment (59%); how to run a better league (57%) and local bowling news (57%).

    The kinds of topics bowlers would most like ABC to include in a publication are also the topics bowlers would be most likely to read about such as notification of rule changes (84 %) and bowling tips (84%).

    Of secondary reading interest are pieces of information which could aid bowlers in their game, such as: information about new bowling equipment (62%), consumer reports on bowling equipment, local bowling news (58%) and articles about how to run a better league (56%).

    Although some topics may not be considered as appropriate or important for ABC to include in a publication, bowlers nonetheless indicate interest in reading articles such as bowling humor (44%), bowling trivia (30%) and human interest stories (30%).

  • Attitudes towards programs, services. ABC's role as the governing body over bowling is supported by the types of programs and services bowlers are most aware of: standardized rules for leagues and tournaments (95%); awards for bowling leagues (92%); league supplies (85%); lane inspection and certification (84%); bonding protection for leagues (77%); a national bowling tournament (74%) and disciplinary measures for not following rules/regulations (73%).

Overall, members are the least aware of programs and services offered by ABC and secretaries and secretary/team captains are the most aware.

Newcomers to league bowling (1-5 years) are significantly less aware that ABC offers various programs and services than bowlers who have participated in league bowling six or more years. It appears the longer bowlers have been involved in league bowling the more informed and knowledgeable they are about ABC. Similarly, older bowlers (45 plus) who most likely have been involved in league bowling for more than 10 years, are more aware of current ABC programs and services than bowlers under 35 years old. Additionally, higher average bowlers (over 170), who probably participate more in tournament play, are more aware of ABC programs and services which relate to rules/regulations, awards and tournaments.

ABC's function as a governing body is further supported by the high level of importance bowlers place on the programs and services of which they are most aware. These include providing: standardized rules for leagues and tournaments (91 %); lane inspection and certification (82%); league supplies (77%); bonding protection for leagues (74%) and disciplinary measures for failure to follow rules/regulations (73%).

A pattern seems to occur between the number of years a bowler has participated in league bowling and the level of importance they place on ABC offering various programs and services. In particular, bowlers involved in league bowling for six or more years are more likely to feel it especially important for ABC to provide standardized rules for league and tournaments, lane inspection and certification, bonding protection for leagues, league supplies and awards for bowling leagues.

Although ABC's added value program and accessories program generate little interest as a whole among bowlers, they appear to be more enticing to bowlers who are new to league bowling (1-5 years).

Higher average bowlers (over 170) on the other hand, are more likely to value programs arid services such as a test center for bowling equipment, awards for bowling leagues, disciplinary measures for failure to follow rules/regulations and a national bowling tournament.

However, lower average bowlers (170 or less) place more importance on ABC providing how-to-bowl guides and pamphlets.

  • Attitudes toward seminars, clinics. Overall, bowlers feel that it is important for ABC as an organization to offer these seminars and clinics: instructional clinics for youth bowlers (64%); clinics for beginning bowlers and senior citizens (56% and 45%, respectively); bowling classes offered through a local school (40%); bowling instruction on video for home use (38%) and a bowling camp for youths (38%).

The majority of seminars and clinics bowlers feel to be beneficial for ABC to offer are very age specific, (i.e., for youths and new bowlers) and therefore, are not necessarily the types of services in which bowlers would be most likely to participate.

The seminars and clinics generating the greatest likelihood of participation among bowlers are: bowling instruction on video for home use (35%); seminars on rules and regulations conducted by an ABC representative (27%); clinics for advanced and youth bowlers (26% and 25%, respectively); clinics conducted by Hall of Fame members (26 %) and instructional clinics organized by bowling averages (25%).

In general, members show the least interest overall in using instructional oriented services. Older aged bowlers (60 plus), however, indicate a strong interest in clinics designed specifically for bowlers their age as well as a desire for seminars on rules and regulations.

Additionally, several differences occur between age groups; 35-44 year-olds are most likely to participate in instructional clinics for youth bowlers, bowling classes offered through a local school or park district and a bowling camp for youths. Bowlers 45 or older are more likely than bowlers under 35 to participate in seminars on bowling rules and regulations conducted by an ABC representative.

  • Products and services ABC should discount. In total, bowlers are most likely to agree that ABC should offer discounts on products and services which relate to bowling equipment and game prices. Specifically, these include: discounts on bowling equipment (78%); open bowling for senior citizens (71%); open bowling for children (69%) and specials on open bowling (61%). Discounts on non-bowling related items such as cars, tools and other sports equipment are not seen as particularly appropriate for ABC to offer.
  • Likelihood of using discounts. Offering discounts to specific target groups such as beginner bowlers, senior citizens and children allow ABC to perhaps attract groups of bowlers who might not think about picking up the game or continuing to play as they get older. Although bowlers surveyed are not inclined to use these discounts, nonetheless, they still feel they are important for ABC to offer.

However, the types of discounts bowlers indicate being most likely to use themselves are: discounts on bowling equipment (68%); discounts on practice games (58%) and specials on open bowling (64%).

Bowlers who have been involved in bowling for one to five years are most likely to take advantage of discounts on products as opposed to game price discounts. Specifically, these include discounts on bowling clinics or seminars, bowling video tapes, clothing, tools and non?bowling related sports equipment. Bowlers under 35 years are most interested in participating in discount offers on bowling equipment, open bowling, practice games and clothing.

Finally, bowlers with a higher average (over 170), who probably travel to tournaments more often than lower average bowlers, are more likely to use hotel and car rental discounts.

  • Likelihood of taking advantage of promotional ideas. In total, bowlers are most likely to utilize coupons for reduced game prices (63%) and bowling equipment (62%).

    Other promotional ideas most likely to be taken advantage of by bowlers include: free game with product purchase (47%); ABC certified bowling balls (43%); major bank credit card with no annual fee (42%) and TV bowling shows (40%).
  • Attitudes toward ABC awards program. ABC's awards program does not receive particularly high marks from bowlers. Specifically, slightly less than one in three bowlers (31%) agree that overall, ABC does a good job with its awards program and that it is prompt in delivering awards. Furthermore, only one in four bowlers agree that the types of awards ABC gives to bowlers are high quality awards.

    While the majority of bowlers (65%) don't feel the awards program as a whole should be expanded, the types of awards they do want reflect a desire for more bowler recognition. Specifically, bowlers feel that ABC should: give awards to the most improved bowler in each league (61%); have a display of all ABC awards at the bowling center (51%); give awards to the best team in the league (40%); publish a list of major award winners (39%); and have regional tournaments (38%).
  • Attitudes toward the total bowling experience. Slightly less than one-half (47%) of all bowlers surveyed rate their total bowling experience as superior or excellent.

    As bowling averages increase, however, bowlers feel more positive about their total bowling experience. Similarly, bowlers who have participated in league bowling for 11 or more years are significantly more satisfied as well.
  • Attitudes toward the bowling center. On average, bowlers rate their bowling center as good and one in three feel their center is superior or excellent.

    In particular, bowlers who have participated in a league for 21 or more years are significantly more likely, on average, to give their bowling center a higher grade. Similarly, bowlers with an average of 200 or more and older bowlers (60 or older) rate their center higher on an overall measure.
  • Ratings on specific attributes. A proprietor has certain responsibilities to uphold as the owner of the bowling center. These responsibilities involve maintaining cleanliness of the center, enforcing starting times and keeping equipment running smoothly. However, bowlers are quick to criticize their bowling centers' performance in these areas. The percent of bowlers who agree completely that their bowling center does a good job in these areas is as follows: maintains a clean appearance (46%); enforces starting times (37%); fixes broken equipment (32%); replaces bad/broken equipment (31%) and tests equipment regularly (18%).

Changes underway

While the results of the study only recently have been made available, Noren says many changes are already underway. To improve communications' the membership magazine is being upgraded to reflect more of a consumer type magazine. Target marketing is also being improved. Instead of targeting logged products to league secretaries, ABC is now targeting them among new league bowlers. Research showed that new league bowlers, not league secretaries, are the ones most interested in these items. The ABC is also adding more educational programs such as how to improve one's game and how to run better leagues for league secretaries.

A multi-tiered membership is also being considered for ABC members. Under this system, members, not the ABC, will be able to decide what programs to take advantage of, based on their interest and skill level.

Noren predicts it will take about one year to implement the recommended programs. In two years, a follow up study is planned. At that time, more focus groups will be conducted in selected markets among ABC members and non-member league bowlers to find out if ABC is improving its image and services.