This article emphasizes the importance of marketing research in sport marketing. It is not a “how to” article; rather, it discusses what marketing research is in sport marketing, why it is needed, and who should do the research.
The article should be valuable to sport marketing management who wants a better conceptual understanding of marketing research. It should also help management who wonders whether their organization should do research and how it would be beneficial.
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References
1.
American Marketing Association. (1981). Report of definitions committee of the American Marketing Association, Chicago: Author.
2.
ChurchillG. A. (1983). Marketing research: Methodological foundations (3rd ed.). New York: Dryden Press.
