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7 Cards in this Set

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