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STUDIES OF SPORT CONSUMERS

STUDIES OF SPORT CONSUMERS. Categories of Sport Consumer Studies. How information is reported: Published newsletters (NCAA News) Internet database (SBR Net) Public documents (Stat Abst of US). 2. How consumers are grouped (by): Industry segment Sport Consumer demographics

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STUDIES OF SPORT CONSUMERS

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  1. STUDIES OF SPORT CONSUMERS

  2. Categories of Sport Consumer Studies • How information is reported: • Published newsletters (NCAA News) • Internet database (SBR Net) • Public documents (Stat Abst of US)

  3. 2. How consumers are grouped (by): • Industry segment • Sport • Consumer demographics • Consumer activity

  4. REGULAR LIMITED STUDIES • Annual surveys and reports of sports organizations (NCAA, NFHSA) • Projected trends in participation of • Athletes • Sponsors (IEG, Harris and Assoc)

  5. REGULAR BROAD STUDIES • Focus on “who plays what?” and long term lifestyle trends • Conducted by NSGA, SGMA, and ASD

  6. INDEXING SPORT CONSUMERS • Index compares demographics or lifestyles of sub samples with a national sample

  7. SCOPE AND PURPOSE OF SPORT CONSUMER STUDIES

  8. IRREGULAR, LIMITED STUDIES • Conducted by teams, leagues, sponsors • Focus on consumer demographics and media or product consumption • To attract sponsors

  9. IRREGULAR, BROAD STUDIES: • Funded by corporations • Focus on consumer activity • To determine sports interests of consumers • Irregular studies have limited value because they do not forecast trends

  10. READING SPORT CONSUMER STUDIES

  11. FACTORS TO BE CONSIDERED • Definitions of fans and participants • “One time” spectator/player • Definitions of sport consumption • Involvement and commitment • Interest and participation

  12. Research Problems • Methodologies used • Appropriate • Consistent • Not biased • Sampling of consumers • Appropriate • Representative of group

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