文章基本信息

标题："Beyond Number Crunching:" Applying Qualitative Techniques in Sport Marketing Research
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作者：Smith, Aaron ; Stewart, Bob
期刊名称：The Qualitative Report
印刷版ISSN：1052-0147
出版年度：2001
卷号：6
期号：2
页码：1-17
出版社：Nova Southeastern University
摘要：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.