Case Study 1
Li-Hsien Chen
09/16/12
Case Study 1
The Springfield Nor’ easters : Maximizing Revenues in the Minor League
1. Critically analyze the research undertaken by Larry Buckingham, Nor’ easters Marketing Director. Discuss if you feel the objectives, questions asked, sample chosen, and method utilized were appropriated and why they were or were not. What type of questions would you have added to the survey and why? 2. -------------------------------------------------
What do you consider to be the key findings of both the League Sports Association Survey and the research survey conducted by the Nor’easters? Discuss any potential biases that might exist. Comment on what Buckingham learned about a prospective customer profile, pricing, and single ticket versus season-ticket packages from both.
The sport marketing research plan that Buckingham tried to do is well organized especially in this short time stress. However, it may not fully accomplish and still need some more steps to achieve the goal. The purpose and problem of the research is simple and clear. Buckingham want to know how many people would come to see and how much to charge them. There are many of key findings that Buckingham can make a good use of it. According to the League Sports Association Survey, over 73% residences are willing to attend baseball game who having an income ranging from$22,500 to $75,000. Base on the statement, Buckingham used non-probability sampling method. Trying to focus on the most possible group that becoming the game attenders. I think the problem is only one existing finding and Buckingham just used it as model. It seems to me that he trying to prove the result from the previous found but there is no novel or creative finding appear. It's a pity that he couldn’t use this time to find something new and more inspiring result,
Because of time stress and budget consideration, Buckingham chose postcard and internet survey to finish the research instead of mail survey.
09/16/12
Case Study 1
The Springfield Nor’ easters : Maximizing Revenues in the Minor League
1. Critically analyze the research undertaken by Larry Buckingham, Nor’ easters Marketing Director. Discuss if you feel the objectives, questions asked, sample chosen, and method utilized were appropriated and why they were or were not. What type of questions would you have added to the survey and why? 2. -------------------------------------------------
What do you consider to be the key findings of both the League Sports Association Survey and the research survey conducted by the Nor’easters? Discuss any potential biases that might exist. Comment on what Buckingham learned about a prospective customer profile, pricing, and single ticket versus season-ticket packages from both.
The sport marketing research plan that Buckingham tried to do is well organized especially in this short time stress. However, it may not fully accomplish and still need some more steps to achieve the goal. The purpose and problem of the research is simple and clear. Buckingham want to know how many people would come to see and how much to charge them. There are many of key findings that Buckingham can make a good use of it. According to the League Sports Association Survey, over 73% residences are willing to attend baseball game who having an income ranging from$22,500 to $75,000. Base on the statement, Buckingham used non-probability sampling method. Trying to focus on the most possible group that becoming the game attenders. I think the problem is only one existing finding and Buckingham just used it as model. It seems to me that he trying to prove the result from the previous found but there is no novel or creative finding appear. It's a pity that he couldn’t use this time to find something new and more inspiring result,
Because of time stress and budget consideration, Buckingham chose postcard and internet survey to finish the research instead of mail survey.