You are interested in purchasing a new minor league baseball franchise. The franchise will be located in your area. To reduce risk in your decision making, you have requested that a sports marketing firm submit a detailed research proposal. The following questions pertain to the issue:
What is the broad problem/opportunity facing you in this decision? Write the research objectives based on the problem formulation. What type of research design type do you recommend? The sports marketing firm has submitted the following preliminary questionnaire. Please provide detailed critique of their work. Age, gender, Are you likely to go to a baseball game at the new stadium, how many minor league games did you go to last year, what types of promos would you like to see? What sampling technique's do you recommend? How is the correct sample size determined, given your choice of sampling technique?
What’s the answer
The broad problem/opportunity facing you in this decision is the potential investment in a new minor league baseball franchise. The research objectives should provide insights into the market demand, target audience preferences, and potential profitability.
Based on the problem formulation, the research objectives could include:
1. Assess the market potential and demand for minor league baseball in the local area.
2. Identify the target market segments and their characteristics (demographics, preferences, behavior).
3. Determine the potential revenue streams and profitability of the franchise.
4. Evaluate the effectiveness of different promotional strategies and identify the most appealing promotions for the target audience.
For these objectives, a combination of qualitative and quantitative research design types is recommended.
Now, moving on to the critique of the sports marketing firm's preliminary questionnaire:
1. Age and gender criteria: Age and gender are relevant demographic factors that can help assess the target market. However, additional demographic questions such as income level, occupation, and residence location should also be considered for a more comprehensive analysis of the target audience.
2. Likelihood of attending games at the new stadium: This question captures the potential interest in the minor league baseball franchise. However, it could be improved by including a Likert scale or options to gauge the level of interest (e.g. very likely, somewhat likely, not likely).
3. Number of minor league games attended last year: This question provides insight into the respondent's level of engagement with minor league baseball. However, it would be helpful to add response options/categories to capture a range of attendance frequency (e.g. none, 1-5 games, 6-10 games, more than 10 games).
4. Preferred types of promotions: This question aims to identify the promotional strategies that would appeal to the target audience. It is a good starting point, but it would be beneficial to provide a list of potential promo options for respondents to choose from. Additionally, an open-ended response option could be included to capture any additional suggestions.
In terms of sampling technique, a combination of probability and non-probability sampling techniques is recommended. Probability sampling (e.g. random sampling) ensures that every member of the target population has an equal chance of being selected, providing a representative sample. Non-probability sampling (e.g. convenience sampling) can be used to supplement the quantitative data with qualitative insights, but it should not be the sole sampling method.
The correct sample size is determined by considering factors such as the desired level of precision, confidence level, and the variability of the target population. There are formulas and online calculators available based on the chosen sampling technique that can help determine the appropriate sample size.
The broad problem/opportunity facing you in the decision to purchase a new minor league baseball franchise is to minimize risk and ensure a successful investment. The research objectives should focus on gathering information that will help you understand the potential market demand, target audience preferences, and the viability of the new franchise.
Some potential research objectives could include:
1. Determining the target market size and demographics for minor league baseball in your area.
2. Assessing the level of interest and likelihood of attendance at the new stadium among potential customers.
3. Evaluating the competitors and their impact on the potential success of the new franchise.
4. Identifying the types of promotions and fan experiences that would be most appealing to the target audience.
Based on the objectives mentioned, I would recommend a combination of exploratory and descriptive research design types. Exploratory research can help you gather initial insights, understand the market conditions, and identify relevant variables. Descriptive research can help you quantify and describe the target audience, determine their preferences, and establish relationships between variables.
Now, let's critique the preliminary questionnaire provided by the sports marketing firm:
- Age and gender: These demographic variables are essential for segmenting and understanding the target market. Including them in the questionnaire is relevant and useful.
- Likelihood of attending a baseball game at the new stadium: This question aims to gauge potential interest and attendance rates. However, it may benefit from additional probing, such as asking about the reasons for attending or not attending.
- Number of minor league games attended last year: This question allows the firm to gather information about the respondents' previous attendance behavior, which can be valuable for predicting future interest and benchmarking against competitors.
- Types of promos desired: This question helps the firm understand what promotional activities potential customers find appealing.
For the sampling technique, I recommend using a combination of probability and non-probability sampling. Probability sampling methods, such as random sampling, can ensure that every individual in the target population has an equal chance of being selected, improving representativeness. Non-probability sampling, such as convenience sampling, can be used to gather additional insights from specific subgroups within the target market.
To determine the correct sample size, several factors need to be considered, including the desired level of precision, the variability of the population, and the chosen sampling technique. Sample size determination formulas, such as the formula for estimating proportions or means, can help determine an appropriate sample size based on these factors. A larger sample size generally provides more accurate and reliable results.
It would be best to consult with the sports marketing firm and consider their expertise in choosing the most appropriate design and sampling technique, as well as determining the specific sample size required for the research objectives.