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"Beyond number crunching" : applying qualitative techniques in sport marketing research

Smith, Aaron and Stewart, Bob 2001, "Beyond number crunching" : applying qualitative techniques in sport marketing research, Qualitative report, vol. 6, no. 2, pp. 1-12.

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Title "Beyond number crunching" : applying qualitative techniques in sport marketing research
Formatted title Beyond number crunching: applying qualitative techniques in sport marketing research
Author(s) Smith, Aaron
Stewart, Bob
Journal name Qualitative report
Volume number 6
Issue number 2
Start page 1
End page 12
Publisher Nova Southeastern University
Place of publication Fort Lauderdale, Fla.
Publication date 2001-06
ISSN 1052-0147
Summary Valid and reliable research is pivotal to successful sport marketing strategy. Market research may be gathered via either quantitative or qualitative means. This paper explores the theoretical background and practical applications of qualitative research techniques. It explains the appropriate context for qualitative approaches, and discusses sampling procedures with particular emphasis on the powerful but simple technique known as theoretical sampling. In addition, it clarifies and explores data analysis procedures. The purpose of this paper is to provide sport market research practitioners with a model for implementing qualitative methodologies in sport marketing campaigns.
Language eng
Field of Research 150399 Business and Management not elsewhere classified
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2001, The authors
Persistent URL http://hdl.handle.net/10536/DRO/DU:30001058

Document type: Journal Article
Collection: School of Management and Marketing
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