Market Research Methods in the Sports Industry

Neven Šerić
University of Split, Croatia

Jasenko Ljubica
The Monterrey Institute of Technology and Higher Education, Mexico


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Product Details
Format:
Hardback
ISBN:
9781787541924
Published:
29 May 2018
Publisher:
Emerald Publishing Limited
Dimensions:
256 pages - 152 x 229mm
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 Market Research in the Sports Industry, Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of market research methods to be used by sports businesses. The book identifies and explains the most effective uses of market research, drawing upon real-life case studies. 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.
The book will be 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. 

Chapter 1. Introduction to Market Research in the Sports Industry
Chapter 2. Motives for Market Research in the Sports Industry
Chapter 3. Simple Market Research in the Sports Industry
Chapter 4. Business Intelligence (BI) in Market Research in the Sports Industry
Chapter 5. Secondary Data in Market Research in the Sports Industry
Chapter 6. Exploratory Research in the Sports Industry
Chapter 7. Descriptive Research in the Sports Industry
Chapter 8. Primary Data in Market Research in the Sports Industry
Chapter 9. Sampling and Types of Samples for Market Research in the Sports Industry
Chapter 10. Qualitative Market Research in the Sports Industry
Chapter 11. Field Implementation of Market Research in the Sports Industry
Chapter 12. Analysis of the Market Research Results in the Sports Industry
Neven Seric, Ph.D., is Professor of Marketing at the University of Split (Croatia), Faculty of Economics. His research interests include Market Research in Tourism; Marketing Strategy in Tourism; Business Logistics; Hotel Business Marketing and Product Management. He is a visiting professor at a number of institutions in Austria, Slovenia, and Bosnia and Herzegovina, and serves as a member of the editorial and reviewing boards for several academic journals in Europe and the US. With two decades of executive experience in various industries, he served as a consultant for marketing management projects in sports and tourism and as an IPA EU projects consultant. 
Jasenko Ljubica, Ph.D., is Assistant Professor of International Business at Tec de Monterrey (Mexico) and a visiting professor at Universidad de Rosario (Colombia). He is passionate about researching expatriate phenomena entailing (but not limited to) cognition and decision-making, innovation and knowledge transfer and behavioral ethics, while also specializing in research methods in management sciences. He spent a decade serving in tourism, consulting, trade and sports industries in top-level positions, earning professional and public recognition.

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