ABSTRACT
This chapter provides an introduction to the world of social research in the context of sport, as an industry sector, a public policy concern and a field of academic enquiry and reflection. Social science research is carried out using the methods and traditions of social science. Social science differs from the physical or natural sciences in that it deals with people and their social behaviour, and people are less predictable than non-human phenomena. Descriptive research is very common in the sport area, for three reasons: the relative newness of the field, the changing nature of the phenomena being studied, and the frequent separation between research and action. Evaluative research arises from the need to make judgements on the success or effectiveness of policies or programmes for example whether a particular sporting facility or programme is meeting required performance standards or whether a particular promotion campaign has been cost-effective.
