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

Version 2 2024-06-16, 13:25
Version 1 2014-10-27, 16:25
journal contribution
posted on 2024-06-16, 13:25 authored by A Smith, B Stewart
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.

History

Alternative title

Beyond number crunching: applying qualitative techniques in sport marketing research

Journal

Qualitative report

Volume

6

Pagination

1-12

Location

Fort Lauderdale, Fla.

ISSN

1052-0147

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2001, The authors

Issue

2

Publisher

Nova Southeastern University

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