sports & entertainment marketing i 2.04
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Understanding data-collection methods to evaluate their appropriateness for the research problem/issue. . Sports & Entertainment Marketing I 2.04. Primary Data. Data collected by the researcher first hand specifically for the purpose of the study . Secondary Data. - PowerPoint PPT PresentationTRANSCRIPT
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Understanding data-collection methods to evaluate their
appropriateness for the research problem/issue.
Sports & Entertainment Marketing I2.04
![Page 2: Sports & Entertainment Marketing I 2.04](https://reader036.vdocuments.site/reader036/viewer/2022081507/56816138550346895dd096b9/html5/thumbnails/2.jpg)
Primary DataO Data collected by the researcher first
hand specifically for the purpose of the study
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Secondary DataO Data collected by someone other
than the user
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Qualitative DataO Deals with descriptions. O Data can be observed but not
measured. O Colors, textures, smells, tastes,
appearance, beauty, etc. O Qualitative → Quality
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Quantitative DataO Deals with numbers. O Data which can be measured. O Length, height, area, volume,
weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc.
O Quantitative → Quantity
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Sources of Internal Records
O BudgetsO SchedulesO Call reportsO Order/shipping/billing recordsO Sales reportsO Customer complaints/requests
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External DataO Data the originates outside the
organization for which the research is being done
O More difficult because the data has much greater variety & you have more sources
O Outside data may be biased O Common Sources:
O Government agenciesO Trade/industrial associations
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Why do marketers use external data?
O EconomicalO EfficientO Provides a basis for comparisonO Fills in the gaps in primary
information O Improves understanding of the
problem
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Info Available from External Sources
• Political• Economical• Social• Technological• Environmental (Physical)• Legal• Demographic
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E-MarketersO Use external information to help
guide their effortsO Use digital customer information
such as clickstream dataO Gives webmasters a view of what
users are viewingO Raises serious security concerns O Data sold as a way to increase
revenue
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1. To know what web sites and advertisements visitors see,
sports and event e-marketers would check:
A. Text filesB. Direct delivery programsC. Clickstream dataD. Internet service providers
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1. To know what web sites and advertisements visitors see,
sports and event e-marketers would check:
A. Text filesB. Direct delivery programsC. Clickstream dataD. Internet service providers
![Page 13: Sports & Entertainment Marketing I 2.04](https://reader036.vdocuments.site/reader036/viewer/2022081507/56816138550346895dd096b9/html5/thumbnails/13.jpg)
2. Which of the following is a secondary source of
sport/event information:
A. Personal interviewsB. Computerized surveys C. Accounting records D. Demographic reports
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2. Which of the following is a secondary source of
sport/event information:
A. Personal interviewsB. Computerized surveys C. Accounting records D. Demographic reports
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3. A sport/event organization that wants to obtain
information about the population in a certain
geographic location might use: A. Government sources B. Telephone surveys C. Primary databases D. Personal questionnaires
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3. A sport/event organization that wants to obtain
information about the population in a certain
geographic location might use: A. Government sources B. Telephone surveys C. Primary databases D. Personal questionnaires