DATA COLLECTION METHODS

The determination of the effectiveness of customer service programs and marketing campaigns is complex and can require multiple projects. The research projects are designed to compliment each other while ensuring accuracy of the results.

Individual projects can identify the attitudes and perceptions of customers (fans/consumers), corporate sponsors, employees, local businesses, and local residents. Each of these groups impacts, or is impacted by, the sport entity's customer service and marketing programs. Click on one of the following methods of data collection for more information, or continue scrolling down this page:

• On Site Surveys
  
• Focus Groups
  
• Secret Shopper
  
• Telephone Research
  
• Panel Studies
  
• Internet Research
  
• Direct Mail Questionnaires
  

On-site surveys can be developed to provide data on the various elements of an experience, consumer purchasing patterns and corporate sponsor recognition and loyalty issues. The on-site surveys can be distributed at any type of event at the facility. The survey distribution should be based on a statistically valid method of randomized surveys. The target groups that the surveys can be used to reach include: general spectator population, local residents/fans/attendees, visiting tourists, corporate sponsors, and facility employees. The types of surveys that can be administered on-site include: Demographic Information Attendee Overall Satisfaction Facility Operations Satisfaction Fan Sponsor Recall Employee Satisfaction Economic Impact Studies

The services that can be rated include: Concessions Housekeeping Stadium Personnel Restrooms Merchandise Stores/Stands Parking Ticketing Suites/Club Seats

To address the issues of non-attendance, consumer preferences, corporate sponsor awareness and loyalty, a telephone research campaign can be developed. Telephone research provides data on a predetermined demographic (or regional) target group. The telephone research campaign should provide a random sampling. A telephone research campaign can also be conducted with the area business to determine the economic impact of a facility, team, or other sport entity on the local community.

A telephone research campaign can provide the following information:

• Residents attendance at, and opinions of, a facility or event
• Demographic information
• Entertainment/corporate sponsor preferences
• Consumer purchasing profiles
• Economic impact of a facility or event on business
• Sport/facility/event development in the local area
• Community Impact Studies

Input and data gathered by the individual focus group can be combined with that of the related surveys. The data from the focus groups will serve to support and verify the data collected through secret shopper studies, surveys, and telephone research campaigns.

Focus groups consist of eight to ten individuals who represent a target group. The group meets for a two hour session and the discussion is monitored by an SMRI Moderator. Participants are directed to the desired discussion topics, as well as allowed to voice individual concerns. Compensation for their time and efforts is given to the participants.

The types of issues that can be addressed in a focus group include:

• Attendee Satisfaction with Facility Operations and Vendors
• Product or Marketing Campaign Design and Effectiveness Issues
• Name the Team/Mascot Efforts
• Improving Employee Customer Service Efforts
• Corporate Sponsorship Effectiveness and Loyalty

A panel study utilizes a specific sample of industry consumers who respond periodically to questioning, either via telephone or via mail. This method makes it possible to track reactions and behaviors of the same person over a period of time and can provide valuable information regarding advertising, branding and corporate sponsors.

The Internet can be an effective research tool to investigate consumers using on-line surveys... providing companies with access to opinions and consumer preferences of their internet population. Surveys can be developed independently or in conjunction with a company's web site.

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Direct mail surveys are well suited to specific types of research. When soliciting information from a more narrow-focused target market such as sponsors, suite holders, or employees, SMRI can utilize detailed mailer questionnaires which allow the recipient to respond at their own convenience.