ABSTRACT
The main objective of this chapter is to expand on the concepts of market segmentation, positioning, and demand analysis to develop basic capabilities in advertising research, competitive analysis, and strategic outcomes assessment,
research process including the development and implementation of focus group research, survey research, and experimental studies; the identification, retrieval, and analysis of secondary data; the utilization of qualitative and quantitative research methodologies; and the application of the research method. The chapter will conclude with a description of research services within sport marketing research, including but not limited to studies of customer satisfaction, economic impact, need assessment, organizational behavior, and risk assessment.
