"Beyond Number Crunching:" Applying Qualitative Techniques in Sport Marketing Research

Authors

Aaron Smith, Deakin UniversityFollow
Bob Stewart, Victoria UniversityFollow

Abstract

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.

Keywords

qualitative research

Publication Date

6-1-2001

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.

DOI

10.46743/2160-3715/2001.2003

Recommended APA Citation

Smith, A., & Stewart, B. (2001). "Beyond Number Crunching:" Applying Qualitative Techniques in Sport Marketing Research. The Qualitative Report, 6(2), 1-17. https://doi.org/10.46743/2160-3715/2001.2003