professional or amateur, sports businesses must develop their brand and image
to meet the expectations of a diverse environment, consisting of fans,
sponsors, and other stakeholders. The value and instruments of market research
can provide the required resources for sports businesses to realize their
In Market Research in the Sports Industry,
Jasenko Ljubica and Neven Seric provide a comprehensive elaboration of market
research methods to be used by sports businesses. The book identifies and
explains the most effective uses of market research, drawing upon real-life
case studies. The application of the methods
presented in this book, ranging from the simplest - monitoring the environment
- to the most complex sampling methods, can significantly contribute to the
development of sports businesses by increasing the number of members, sponsors,
followers and fans.
The book will be
invaluable for researchers, educators and students of Sports Management and
Marketing, and it will also prove useful to sporting professionals seeking to
gain a competitive edge in the market.
Neven Seric, Ph.D., is Professor of Marketing at the University of Split (Croatia), Faculty of Economics. His research interests include Market Research in Tourism; Marketing Strategy in Tourism; Business Logistics; Hotel Business Marketing and Product Management. He is a visiting professor at a number of institutions in Austria, Slovenia, and Bosnia and Herzegovina, and serves as a member of the editorial and reviewing boards for several academic journals in Europe and the US. With two decades of executive experience in various industries, he served as a consultant for marketing management projects in sports and tourism and as an IPA EU projects consultant. Jasenko Ljubica, Ph.D., is Assistant Professor of International Business at Tec de Monterrey (Mexico) and a visiting professor at Universidad de Rosario (Colombia). He is passionate about researching expatriate phenomena entailing (but not limited to) cognition and decision-making, innovation and knowledge transfer and behavioral ethics, while also specializing in research methods in management sciences. He spent a decade serving in tourism, consulting, trade and sports industries in top-level positions, earning professional and public recognition.
Chapter 1. Introduction to Market Research in the Sports Industry Chapter 2. Motives for Market Research in the Sports Industry Chapter 3. Simple Market Research in the Sports Industry Chapter 4. Business Intelligence (BI) in Market Research in the Sports Industry Chapter 5. Secondary Data in Market Research in the Sports Industry Chapter 6. Exploratory Research in the Sports Industry Chapter 7. Descriptive Research in the Sports Industry Chapter 8. Primary Data in Market Research in the Sports Industry Chapter 9. Sampling and Types of Samples for Market Research in the Sports Industry Chapter 10. Qualitative Market Research in the Sports Industry Chapter 11. Field Implementation of Market Research in the Sports Industry Chapter 12. Analysis of the Market Research Results in the Sports Industry