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

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.

Give us a fair go! Legal obstacles to reporting sport on the internet

As the Internet becomes a mainstream conduit for business and communication, it can no longer be referred to as a “ lawless frontier" (De Zwart 1999, 112). The laws that regulate this environment, however, are not always obvious, particularly to reporters who have to collect stories for online newspapers, which are facing competition from their traditional sources of information. This article uses a case study of on-line sport to examine the legal pitfalls facing journalists reporting on-line.

Visitor loyalty in sport tourism: an empirical investigation

This paper reports research regarding the relationship between consumer loyalty, satisfaction,and novelty seeking, including an analysis of these constructs as reflected in the published literature. A telephone survey was conducted of 500 city residents, focusing on their visitation of special events, including sporting events. It was found that satisfaction was somewhat positively related to interest in attending the same sporting event, and the intention to actually visit the sporting event again. However, novelty seeking was virtually unrelated to both interest in attending the same sporting event, and the intention to actually visit the sporting event, and unrelated to satisfaction. Novelty seeking in general, or in relation to special events particularly,performed similarly as a predictor. Further research is needed to clarify the role of other moderating variables, such as the feeling of involvement in sporting events, and to investigate segmentation aspects which might be operating in relation to specific sporting events and tourists.

Nutrition knowledge and food consumption: can nutrition knowledge change food behaviour?

The status and explanatory role of nutrition knowledge is uncertain in public health nutrition. Much of the uncertainty about this area has been generated by conceptual confusion about the nature of knowledge and behaviours, and, nutrition knowledge and food behaviours in particular. So the paper  describes several key concepts in some detail. The main argument is that 'nutrition knowledge' is a necessary but not sufficient factor for changes in consumers' food behaviours. Several classes of food behaviours and their causation are discussed. They are influenced by a number of environmental and intra-individual factors, including motivations. The interplay between motivational factors and information processing is important for nutrition promoters as is the distinction between declarative and procedural  knowledge. Consideration of the domains of nutrition knowledge shows that their utility is likely to be related to consumers' and nutritionists' particular goals and viewpoints. A brief survey of the recent literature shows that the evidence for the influence of nutrition knowledge on food behaviours is mixed. Nevertheless, recent work suggests that nutrition knowledge may play a small but pivotal role in the adoption of healthier food habits. The implications of this overview for public health nutrition are: (i) We need to pay greater attention to the development of children's and adults' knowledge frameworks (schema building); (ii) There is a need for a renewed proactive role for the education sector; (iii) We need to take account of consumers' personal food goals and their acquisition of procedural knowledge which will enable them to attain their goals; (iv) Finally, much more research into the ways people learn and use food-related knowledge is required in the form of experimental interventions and longitudinal studies.

Nutrition communication: do we need a new outlook?

The present paper will discuss the nature of nutrition communication and knowledge in relation to novel foods. The paper starts with an introduction to trends in present-day society, then focuses on the concepts of knowledge and information in relation to human needs and motivation. Next, the relevance of food and nutrition communication to consumer lifestyles is discussed. This is followed by consideration of consumer issues related to novel foods. The key conclusions are that nutrition communication is a minor part of most consumers' lifestyles and that the promotion of novel foods must be based on the dissemination of sound nutrition principles throughout the various values and lifestyles segments of the population.

Location dependency and sport sponsors : a factor analytic study

Theories explaining the mechanics of sport sponsorship relationships arc underdeveloped (Gilbert, 1 988; Hock, Gendall, & West, 1990; Pope, 1 998), bolstered by studies lacking systematic methods (Kuzma, Shanklin, & McCall, 1993) and tending toward broad, descriptive, macro-level analysis (Sandler & Shani, 1993). This paper attempts to redress this empirical chasm in a small way by examining an element of the sponsorship relationship. Specifically this paper explores the importance of one particular mode of sponsorship delivery: the location of a venue containing sponsor affiliations or what has been named location dependency. Location dependency of sport sponsors has been shown to be a pivotal determinant when devising sponsorship proposals or when assessing the attractiveness of a sponsorship opportunity (Wester- beek, 2000). Factor analysis was used to determine if sponsors' response patterns would deliver a number of constructs that could be related to the concept of location dependency. Factor analysis revealed five factors that principally reinforced the notion of location dependency of sponsorship. T-tests delivered significant differences between location dependent and location independent sponsors on some of the factors. The results of this study suggest that appreciating the concept of location dependency may assist companies in the effective discharge of their sponsorship decisions.

The sport spectator satisfaction model : A conceputal framework for understanding the satisfaction of spectators

Customer satisfaction is associated with numerous positive business outcomes and is recognised as an important field of study. However, only limited research has addressed the satisfaction of sport spectators, with even fewer studies examining the determinants of this satisfaction. Yet an understanding of how spectators arrive at evaluations of satisfaction or dissatisfaction provides a useful insight for directing marketing and operational efforts. The Sport Spectator Satisfaction Model (SSSM) is an extension of the Disconfirmation of Expectations Model (DEM) accommodating unique aspects of the sport product, as well as accommodating the core and peripheral dimensions of the spectator service. The SSSM depicts club identification and the win/lose phenomenon as considerable influences on the satisfaction spectators derive from the game and its peripheral services. The SSSM integrates marketing theory, social identity theory and sport marketing theory to broaden our understanding of spectator satisfaction and provide a platform for further research.

Playing their part: the role of physical activity and sport in sustaining the health and well being of small rural communities

It is widely recognised that the health of rural Australians is poor in comparison with their urban counterparts. Similarly, the role played by physical activity in maintaining health has been well researched and is well documented. However, little appears to have been published in recent years about the links between physical activity and health in rural communities. The objective of this article was to begin to address that gap. To achieve this, the article drew on research conducted in two small rural communities in Victoria Australia, and highlighted the role that physical activity and sport played in sustaining the health and wellbeing of individuals and communities in rural areas. Taking the World Health Organisation's definition of health (a state of complete physical, mental and social well-being and not merely the absence of disease) as its measure, the paper highlighted the many ways in which physical activity and sport in rural communities contribute to physical health, mental wellbeing and social cohesiveness. Based this finding, the authors suggest that physical activity and sport make a significant contribution to the health and wellbeing of rural people and their communities and suggest that further research is necessary to better define this apparent contribution.