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Whether professional or amateur, sports businesses must develop their brand and image to meet the expectations of a diverse environment, consisting of fans, sponsors, and other stakeholders. The value and instruments of market research can provide the required resources for sports businesses to realize their plans.
In this second edition of Market Research Methods in the Sports Industry, Neven Šerić and Jasenko Ljubica provide a comprehensive elaboration of market research methods used by sports businesses. Identifying and explaining the most effective uses of market research, drawing upon a range of updated, real-life case studies, this updated edition brings new chapters and case studies specifically focused on creation and management of sports brands. The application of the methods presented in this book, ranging from the simplest - monitoring the environment– to the most complex sampling methods, can significantly contribute to the development of sports businesses by increasing the number of members, sponsors, followers and fans.
Market Research Methods in the Sports Industry is invaluable for researchers, educators and students of Sports Management and Marketing, and it will also prove useful to sporting professionals seeking to gain a competitive edge in the market.
Neven Šerić is Full Professor tenured of Marketing at the University of Split (Croatia), Faculty of Economics and a visiting professor at several institutions in Austria, Slovenia, and Bosnia and Hercegovina. His research interests entail Marketing in Sports and Tourism, Market Research, Brand and Product Management.
Jasenko Ljubica is an Assistant Professor at the University of Split, Faculty of Economics, Business and Tourism (FEBT), Croatia. Following his career in international business, he has taught and conducted research across 5 continents and 7 countries. At the intersection of Organizational Behavior, Organizational Psychology and Human Resources in International Business, his work entails Expatriate Management, Global Leadership and Research Methods.
Chapter 1. Introduction
Chapter 2. Motives for Market Research in the Sports Industry
Chapter 3. Simple Market Research in the Sports Industry
Chapter 4. Secondary Data in Market Research in the Sports Industry
Chapter 5. Exploratory Research in the Sports Industry
Chapter 6. Descriptive Research in the Sports Industry
Chapter 7. Primary Data in Market Research in the Sports Industry
Chapter 8. Qualitative Market Research in the Sports Industry
Chapter 9. Field Implementation of Market Research in the Sports Industry
Chapter 10. Analysis of the Market Research Results in the Sports Industry