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Market Research Methods in the Sports Industry : Managing Sports Brands.

Market Research Methods in the Sports Industryprovides a comprehensive elaboration of market research methods currently used by sports businesses. The book identifies and explains the most effective uses of market research, drawing upon a range of updated, real-life case studies.

Bibliographic Details
Main Author: Serić, Neven
Other Authors: Ljubica, Jasenko
Format: eBook
Language:English
Published: Leeds : Emerald Publishing Limited, 2025.
Edition:2nd ed.
Subjects:
Sports > Marketing > Research.
Sporting goods > Marketing.
Sporting goods industry.
Marketing research > Methodology.
Sports > Economic aspects.
Articles de sport > Industrie.
Marketing > Recherche > Méthodologie.
Sports > Aspect économique.
Table of Contents:
  • Cover
  • Market Research Methods in the Sports Industry, 2nd Edition
  • Market Research Methods in the Sports Industry, 2nd Edition: Managing Sports Brands
  • Copyright Page
  • Dedication
  • Contents
  • List of Figures and Tables
  • About the Authors
  • 1. Introduction
  • 2. Motives for Market Research in the Sports Industry
  • 1.1 Market Research, Market Monitoring, and Informal Data in the Sports Industry
  • 1.2 Marketing Concepts in Market Research in the Sports Industry
  • 1.3 Research of Trends in the Sports Industry
  • 1.4 Monitoring of the Environmental Changes Surrounding Sport Entities
  • 1.5 Market Research in the Sports Industry
  • 1.6 Sports Industry Market Monitoring and Market Research in the Narrow Sense
  • 1.7 Approaches to Market Research in the Sports Industry
  • 1.8 Market Research and Decision-Making in the Management of Sport Entities
  • 1.9 Market Research for Designing and Creating a Sports Brand
  • 1.9.1 Designing the Competitive Characteristics of a Sports Brand
  • 1.9.2 Defining the Physical Characteristics of a Sports Brand
  • 1.9.3 Research and Analysis of the Potential Market Value of a Sports Brand
  • 1.10 Market Research in Sports Brand Management
  • 1.10.1 Variables of Sports Brand Management in Sport Market Research
  • 1.10.2 Co-Branding and Synergy of Different Brands
  • 3. Simple Market Research in the Sports Industry
  • 1.1 Benchmarking in the Sports Industry
  • 1.2 Types of Benchmarking in the Sports Industry
  • 1.3 Phases of the Benchmarking Implementation Process in the Sports Industry
  • 1.4 Benefits and Disadvantages of Benchmarking in the Sports Industry
  • 1.5 Benchmarking in the Creation and Positioning of a Sports Brand
  • 1.5.1 Communicating the Identity of the Sports Brand in Marketing
  • 1.5.2 Avoiding Brand Image Pitfalls in Re-Branding
  • 4. Secondary Data in Market Research in the Sports Industry
  • 1.1 The Importance of Secondary Data Research in the Sports Industry
  • 1.2 Internal Sources of Secondary Data in the Sports Industry Market Research
  • 1.3 Special Records of Secondary Data of the Sport Entity
  • 1.4 External Sources of Secondary Data in the Sports Industry Market Research
  • 5. Exploratory Research in the Sports Industry
  • 1.1 Secondary Data Collection for the Management of Sport Entities
  • 1.2 Research on Previous Experiences With the Given Sport Phenomenon
  • 1.3 Analysis of Selected Sport Case Studies
  • 1.4 Pilot Studies
  • 1.5 Group Interview
  • 1.6 In-Depth Interviews
  • 1.7 Projective Techniques
  • 1.8 Secondary Data Analysis for Decision-Making in the Management of Sport Entities
  • 1.9 Decision-Making Based on the Findings of Exploratory Research in the Sports Industry
  • 6. Descriptive Research in the Sports Industry
  • 1.1 Descriptive Analysis in the Sports Industry