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7 Cards in this Set
- Front
- Back
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Information Based Approach to Marketing
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-reactive vs. proactive
-based on: budget, availability of data, size and geographic dispersion |
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Ideal MIS
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-centralized
-various databases all integrated -retrievable so it can be used -multiple user/simultaneous access -who, what, when, where, why, how |
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General Market Data
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-critical data (behavior, consumption, spectatorship)
-data on individual consumers (name, address, ect.) -data on competitors (prices, products) |
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Data Sources
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-internal (sales records, inquiries)
-external (census reports, demographics) |
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Types of Primary Data in Sports
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-personal observation
-surveys and questionnaires -focus groups -on-site surveys |
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Integrate...
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Qualitative and Quantitative
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Designing/Analyzing Questionnaire
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-ask only questions you really want to know
-know how to interpret -simple, objective questions -demographics at the end |
