ABSTRACT
Descriptive research is a very common design in sport management studies. It is by far the methodology of preference in sport marketing, because the descriptive technique is tailor-made to yield answers for the types of questions that emerge in marketing. It provides invaluable information for those who make marketing decisions. Descriptive research may be performed in several formats, but questionnaire-based data is used most frequently. A case study is a unique form of descriptive research as it examines one aspect of a specific problem or question in depth. The researchers gather extensive information based on observations or reliable reports related to a single phenomenon. In other words, case studies marshal a large amount of evidence and data to explain one issue. The results of a case study may not be generalizable (i.e., applicable to a larger population) and, thus, may not generate theory (i.e., provide an overarching concept that guides future research).
