Transcription
Here we go with module four and chapter 4. Uh, we are still lining up with the chapters uh for this week uh or for this module. Uh, and we're going to talk market research and analytics in the sport industry. All right.
So, I I want to to preface things um with our objectives um so that you get an understanding and a flavor for the fact that we're not really talking analytics in the form and fashion that some of you may be thinking we're talking analytics. Right? So, analytics has gotten uh to be very popular in sport environments because of performance analytics, right? So, if it's uh baseball, we're talking launch angle and distance of home runs. If it's NBA, we're talking uh the concept of uh you know, Steph Curry and Caitlyn Clark logo. uh that that lingo in shooting um from pretty far distance and you know, everything in between um and so, yeah, we're going to be talking about it in in a bit different light and so I'll make want to make sure that we're clear on that and we'll get into it and hopefully it will be very clear. Okay.
So, sport market research is um ultimately within within the sport industry obviously and market research designed as the provision of insight and information on sport fans called from a variety of data sources. So, we in sport marketing obviously, we're concerned about the sport fan as we talked about last week. We're concerned with their identification. We're concerned with their experience. We're concerned with their uh consumer buying habits, all of that stuff, right? And so, there are several sources of information that we're going to go over. We're going to go over syndicated data, customer search, and business-to-business research. And most of this is a review from your textbook. I want you to stick with me. Some of you may have already read and then taken the quiz. And you know, that's fine. It is a reading quiz. I I mean, you know, that that's how it's supposed to go. But the idea with these lectures is that I'm going over um the important stuff, the stuff that I really want you to get. And I'm also going to be adding stuff. And so, it's important that you're getting that additional information as well. Okay. But this one for the most part is a review of um the textbook reading um with me cutting some parts out. Okay.
So, first let's go over syndicated data. You know, I've got this image of Nielsen ratings. I think that's um uh you know, I I think that's a good representation of what syndicated data is, right? So, we can take the Nielsen ratings that have been done um and that are done for uh television and streaming audiences and that sort of thing and we can look at that data and figure out what it's telling us. Um in um PhD research um academic research that I do um the the word for it is secondary data analysis. That means someone else collected it. Um I did not collect it. Primary data would be me collecting it directly, me being involved and collecting it directly. Um, so, for example, the market research that we're doing in this class would be considered primary data for me because I designed the study. I'm in I'm the researcher in charge. Okay. Um, but anyway, syndicated data is data that has been collected, organized, and repackaged for consumption. Um and then it gives you a list of um some of the types of sources for such data and obviously Nielsen was one of them there and then I added in um or or and then not I added in and then they added a few others. Okay.
Customer search um is what uh what we're doing follows uh falls under in terms of um like I said a second ago, primary data, right? So, any situation in which researchers customize and implement a methodology for obtaining data that is not already collected and available for usage. Okay. So, um the data that we're collecting in this class not already available. This is a completely customized survey that uh me and my research team um designed and you were are going to be helping us um collect data and test that data. All right. Falls into one of two categories. Quantitative data which is represented numerically. Okay. That means we can quantify, right? So, most of the questions that will be that are being asked in that survey, we're able to quantify. We're able to put into a number. Okay? Whereas qualitative data is non-numeric, right? And we'll we'll get into um a little bit more the difference for that. For some of you students who have taken um for example RPTA 360, I think it's the what it 365, I think is the is the course um uh RPTA 360, not 365. RPTA 360 is our um research and evaluation class um you have may maybe have already covered this um for others, you may have taken um survey research, you may have taken a methodology class. It maybe may be a review for you. For others, it's not. And since um uh like I said at the very beginning, I have to be go pretty basic with this. Okay.
So, quantitative research comes in uh the most common method to collect it is surveying. Okay. And then there are four different types of surveys, right? Digital, which is an online survey, which is the predominant form now and is obviously what we are collecting. Intercepts. That's really the only other one that's viable. And it's viable because uh uh of what we've talked about with sport marketing, right? It's live in-person events. And so, if I am um if I am at Levi Stadium, if I am at SoFi Stadium, if I am at um Petco Park, I can set up an intercept with a table, meaning a table um where people are collecting surveys um and stopping fans as they are in the concourse. Okay. That's really the only other viable one because telephone and direct mail used to be predominant, right? It's they no longer are. Um very, very low response rates. Okay.
So, um we're we're going to get into to our market research and what we're doing. We're going to get into that. Don't worry about that. We're going to get into that on the last slide. All right. So, like I said, what we are doing is digital online surveys. Excuse me. I'm I'm drinking coffee while I'm uh while I'm doing this. Um and obviously like I said, these are the most popular and the easiest form. They can be conducted in-house. We can design them. Um you know, it says here consumers can become inundated with survey requests. They can absolutely and they were um when this concept uh first came out. People know now that they can't really inundate people with them um because the response rates have also gotten kind of low with online surveys. Um and really you have to have incentives or you have to have a what's called a captive audience. Okay. Um for sport organizations obviously you need email addresses which obviously you're going to get for season ticket holders. You're going to get for um most people who buy tickets unless they buy it on um the secondary market, which you might not get them then. Um and you know, response rates can still be pretty low. Um we use Qualtrics and so Ryan Smith is pictured here who was the co-founder of Qualtrics to show you how lucrative um online survey uh online surveys can be. Ryan Smith um bought the Jazz for 1.8 billion or 1.5 billion. And if you'll remember from a few slide decks ago um that was back in 2020. He sold Qualtrics after building it um for 8 billion um to uh SAP. All right.
Now, qualitative research. So, qualitative re research um takes several structured forms but it can also be unstructured observations and discussions with consumers. Um in-depth interviews, focus groups, ethnography and market research online with um the the MRO MC market research online communities and social media sites. And so, we'll we'll we'll jump in really quickly to each of those. Um, well, no, we won't. I'm sorry. Um, in-depth interviews, I mean, they're pretty self-explanatory or what I just said. In-depth interviews are the one-on-one. You have a you have a actual script. Um, focus groups are when you have um a set number of people and you're talking and you have a script, you have a set discussions that you're going to ask them and you record it. And then um the ethnography is where you're going deeper. You're asking deeper questions. You're trying to get into the culture. Um and and um and then the um online communities and social media sites is just basically simply um diving into those communities where people are discussing things and analyzing what they're saying. Okay.
Business-to-business research uh or B2B. Um you know uh I I would say yes and no. I I don't necessarily agree with that statement of it's more difficult than collecting data from fans. Um yeah, if you don't have a pre-existing relationship, of course, it's more difficult, but if you have an existing relationship, it's um it's not difficult at all because they want to give you feedback. Um you are engaged in a relationship, right? And so and and that's what the book is meaning here with this key businesses have a stake in feedback, right? So, if you're a corporate partner or you're a vendor or you're a premium seat holder, and by premium seat holders that in that um sense, we're talking like corporate boxes and that sort of thing. Um corporate club seats, that sort of thing, you're obviously going to be more willing to give feedback.
Now, the users of sport marketing research obviously the professional sport leagues, you know, so I have the logo for NWSL, you know, um women's soccer has not traditionally um from a professional standpoint been very successful and so obviously sport market research is critically important to them, right? For professional sport properties or or teams or franchises, I mean obviously sport market research um is important to them, especially for teams that aren't um doing as well and figuring out how to be able to attract more people to be able to grow their fan base. Obviously, that is a huge thing. And then obviously sponsors. And when we get more into sponsorships, we're going to talk about the difference between return on investment, return on experience, and those sorts of things. But, you know, there's there's there's lots of problems. Um, I I alluded to this earlier. You know, if I'm at a NASCAR event and there are, I don't know, 40 cars with sponsors, um, how on earth am I ever going to measure whether or not Tide going by at anywhere from 100 or I don't know how slow they go. Maybe they go 50 when they're uh when they're um you know, getting ready to race. Um so 50 to 100 miles per hour. Um you know uh for what two to three four hours, I don't know. Um the impact on whether or not how effective that is the fans of of the 20 car and Tide, I it's just so difficult to measure. Those performance indicators are really hard. All right.
So, um we get into data analytics, right? And so, ultimately the data analytics element is reducing large quantities of data into information that is actionable in the workplace, right? And so, um we are going to be engaged in market research and you're going to get um a data set that you have contributed to that you have helped to build. Okay? But if you were working for a professional sport franchise or a professional sport league or a corporate client of a sport organization, you are more than likely the vast majority of organizations now use some form of customer relationship management software. All right. Um and um that's basically a suite of tools um to support analytics and to help you with your um your your uh customer relationship management. Okay.
Um when we're looking from a data analytics standpoint, we might do cluster analysis, right? We might group fans into segments. We might say, "Okay, the most highly identified fans." We might say our season ticket holders. We might say our kids club members. Right? There. There's all kinds of cluster analysis that we might be able to do from a data analytics standpoint. You'll get a better viewpoint of this when you get the database um or the the the analytics um printout that you'll get for our market research. But there's lots of different statistics that that you can utilize, right? Everything from the most basic, which is descriptive statistics. So, this is um you know, for example, um something as basic as uh 52% were female, uh 48% were male. Uh the the percentages of the age groups, um that sort of thing. Frequency, how long, how many games they attended. Um, that sort of thing. So, we're talking numbers and percentages. Um and so pretty basic. Um we can also talk mean, we can talk averages, right? And then inferential statistics means um taking observations from a smaller group and trying to generalize that to a larger population. Now, for us that's going to be highly difficult with only about 200 surveys. Um we won't necessarily be able we won't be able to generalize to the public at large. Um but, you know, it will still give us some data. And then predictive analytics looks at um it analyzing previous sets of data to understand and predict future behaviors. Obviously, that's pretty critical for sport organizations.
So, now we get to our sport market research. And so, I just want to remind you if you were watching this um you know, a couple of days before the deadline, you've kind of waited a little longer than I would have liked you to wait, but um so I would say do not delay any further. Remember that your responsibility is five completed surveys from ages 25 to 85. I want to warn you that you cannot fake this. Um I will know if you fill it out five different times or if you have your roommates do it or um your college friends. That's I will be I will know this. Uh Qualtrics did not become a an 8 billion company for nothing. And so please recognize that you cannot do that. Um these have to be um these have to be unique um people that use your survey identification code. So, don't forget to make sure they have that. Um and then make sure that you give them the pitch of number one, this is helping you. This is helping me. So, this is helping um this is helping you, your department, your professor. This is helping um market research. This is helping us to refine this survey. All of the above. And so, you just ask them to please complete the survey and then ple please give us any feedback that they want to give us on their experience in taking the survey. Right? So, it is a threefold, right? So, there there's a three goals associated with it. Your experience, us getting a glimpse into a a target market and and giving you um experience with that, and then also refining our survey. Okay.
Um, and then I also ask you remember, um, do not solely target diehard fans, okay? Um, we're not, this is not just looking for sport fans. We want a more representative population of adults 25 to 85 at large. All right. Hope you enjoyed this lecture. Um, please don't delay. Get those five surveys done. All right. Um, and then you also part of it is a reflection on um yourself. So, you're going to look at the survey. You're not going to take the survey, but you're going to look at the survey and um uh and try to get uh an idea of how you might improve it as well. And you can get that from asking them to send you feedback. The five people that you recruit, if you can ask them to send you feedback too and that will help you to reflect on how you might how you think you can improve uh the uh the survey. Okay. All right. See you.