Marketing Research for Organizers of Sports Events
Marketing istraživanje za potrebe organizatora sportskih događaja
Abstract
Marketing research, which provide the data and the information for the decision making process, are essential for organizers of sport events, especially to the organizers of the most significant ones. The mentioned marketing research involves: research of the local market, visitors satisfaction research, evalution of sponsorship effectivness, research of the sport events economic influence on the local community or host cities, event host attitudes examination-local population and so on. The marketing research process, for the sport event organizers of needs, involves several steps, such as: goal definition, choice of the research method, research instruments determination, interviewer education, information gathering, data processing, data report, conclusions.
Apstrakt
Organizatorima sportskih događaja, pogotovo onih najvećih, su potrebna marketing istraživanja koja mogu obezbediti podatke i informacije potrebne za donošenje adekvatnih odluka. Data marketing istraživanja uključuju: istraživanje lokalnog tržišta; ispitivanje zadovoljstva posetilaca/gledalaca; procene efektivnosti sponzorstva; istraživanje ekonomskog uticaja sportskih događaja na lokalne zajednice ili gradove domaćine; ispitivanje stavova domaćina događaja - lokalnog stanovništva, i sl. Proces marketing istraživanja za potrebe organizatora sportskih događaja uključuje više koraka, kao što su: definisanje cilja; odabir načina istraživanja; određivanje instrumenata istraživanja; obučavanje anketara i osoba za vođenje intervjua; prikupljanje podataka; obrada podataka; rezime ili izveštaj sa podacima; zaključci.
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