1. 1
SPORTS
MARKETING
RESEARCH

2. 2
WHAT IS AN MIS?
An MIS stands for Marketing Information
System.
An MIS is an organized method of
collecting and storing important
information for marketers to use to make
necessary decisions for organizations.
An MIS can be as simple as a notebook
or as complex as technical computer
databases.

3. 3
TYPES OF MARKETING
QUESTIONS AN MIS
NEEDS TO ANSWER
W H E N
- D o c o n s u m e r s b u y ?
( a t th e e v e n t o r b e f o r e f ro m h o m e )
W H O
- C o n s u m e s o u r p r o d u c t?
- D e c id e s t o p u r c h a s e ?
- A t t e n d s w it h w h o m ?
W H Y
- D o c o n s u m e r s b u y o u r p r o d u c t?
- D o c e r t a in c lu s te r o f c u s t o m e r s o c c u r?
W H A T
- P r o d u c t s c o m p e t e w it h o u r s ?
- B e n e f it s d o e s c o n s u m e r s e e k ?
- F a c t o r s in flu e n c e d e m a n d ?
H O W
- D o c o n s u m e r s u s e o u r p r o d u c t?
- M u c h d o c u s t o m e r s b u y ?
W H E R E
- I s t h e d e c is io n m a d e t o b u y ?
- D o b u y e r s s e e k p r o d u c t in f o ?
- D o c u s t o m e rs b u y t h e p r o d u c t?

4. 4
RESEARCHING THE
GENERAL MARKET
There are important data needed from
the general market. Some are:
Critical Trading Radius--how far will customers
travel for your product?
Size of the market--Is the market big enough to
support your team?
Demographics
Psychographics
Level of spectatorship for each demographic
segment--how many women watch football?
Data on Future Trends--what is the trend for
changing uniforms?

5. 5
DATA SOURCES
FOR A Marketing
Information System
THERE ARE TWO GENERAL
SOURCES OF DATA FOR AN MIS:
INTERNAL
 within-organization information
EXTERNAL
 information from outside the company

6. 6
INTERNAL SOURCES
Sales Records
Inquiries from customers or fans
Accounting Records
Letters or Phone Calls of Complaint
or Praise
Web Site Interaction

7. 7
EXTERNAL
SOURCES
External Sources can be broken
down into two main categories:
1) Primary Data – Information that
we have
2) Secondary Data – Information
that we get from someone else

8. 8
TYPES OF
PRIMARY DATA
SOURCES
 Personal Observation
 Focus Groups
 Personal Interviews
 Community Intercepts
 Panel of Experts
 Mystery Shopper
On-Site Surveys
Mail Surveys
Telephone Surveys
Computerized
Surveys
Surveys and
Questionnaires*
* Used most frequently*

9. 9
TIPS FOR DESIGNING
A QUESTIONNAIRE
 It should only contain questions for which the
marketer really needs answers.
 Simple, objective, closed-ended questions should
be used most of the time.
 Demographic questions should come at the end of
the survey.
 Similar and related questions should be grouped
together and should flow from general to specific.
 Try to vary the style of questions used to maintain
interest.
 The questions should be free of ambiguities.

10. 10
SECONDARY DATA
EXAMPLES
Census Reports--every ten years
Census-Based Demographic Reports
State Agencies--Department of Recreation
Public Libraries
Chambers of Commerce
Trade Associations--player unions
Professional Research Services--Nielsen
Company
Trade Publications--print and online