ABSTRACT
This is the first of two chapters focusing on gaining an initial understanding of the sport consumer. In this chapter on market research and information systems, the reader will expand their knowledge of the concepts of market segmentation, positioning, and demand analysis and will use that knowledge to develop basic capabilities in advertising research, competitive analysis, and strategic outcomes assessment in sport marketing. Inclusive of this will be 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 reader will also gain an appreciation of the use of information systems, including internal reports, marketing intelligence, and decision support systems and how they are utilized to achieve sport marketing goals and objectives through structure, organization, and communication. The chapter will conclude with an explanation about the value of an integrated sport marketing information system.
