金融Essay作業(yè)范文：Benefit of Sponsoring a Mid-Major Collegiate Athletic Department
本文是金融專業(yè)的Essay范例，題目是“Benefit of Sponsoring a Mid-Major Collegiate Athletic Department（贊助一個中等專業(yè)大學體育部的好處）”，隨著高校體育經(jīng)費的不斷增加，許多高校體育部門紛紛加大對體育項目的企業(yè)贊助力度。對于中大學部一所院校來說，由于缺乏全國性的追隨者或全國性的知名度，大型國內(nèi)或國際公司贊助的吸引力就更大了。因此，這些機構必須在地方和區(qū)域層面與較小的公司創(chuàng)造贊助機會。這些公司往往缺乏國際公司在營銷和贊助項目中所使用的巨大財政資源。因此，衡量這些小公司合作伙伴贊助的投資回報對于最大化體育部門和合作伙伴之間的關系至關重要。
Abstract摘要
With the escalating costs of collegiate athletics, many colleges and universities athletic departments accelerate their efforts to increase corporate sponsorships of their programs. For the Mid-Major Division I Institutions, lacking in a national following or national promenence, the attractiveness of sponsorship by large national or international corporations dimenishes. Thus, these institutions must create sponsorship opportunities on the local and regional levels with smaller corporations. These corporations often lack the mega-financial resources that international corporations utilize in their marketing and sponsorship programs. Therefore, gauging the return on investment of the sponsorship by these smaller corporate partners becomes critical to maximizing the relationship between the athletic department and the partner. This study seeks to evaluate the sponsorship of mid-major collegiate level athletic department at NCAA Division I institutions by surveying and measuring the attitude of fans toward the sponsor, the goodwill of the sponsor, and the fan gngagement with the sponsor on the fans’ intentions to purchase the services or products of the sponsor. A similar study measured the sponsorship effectiveness with a Power 5 Football Program (Dees et al.) with national sponsors and previous studies explored brand awareness in sponsorship, but limited research has dealt with the issue of measuring the impact of corporate sponsorship of sports at the local/regional level. The previous research sugests if the proper alignment with sponsor and athletic program occurs and a strong sponsorship program is constructed that local and regional corporate sponsors will enjoy a high return on investment in the smaller but less competative regional sponsorship market.
Background of the Study研究背景
Mid-Major NCAA Division I athletic departments strive to produce winning teams and operate within their annual budgets. Unfortunately, the ever-increasing demand for improvement in facilities, upgrades in training requirements and treatment capabilities, and competition for top-flight athlete prospects leaves many of these programs to seek additional revenue through corporate sponsorships. Good relationships with sponsors lead to consistent revenue streams for the institutions’ athletic departments and provides the sponsors with loyal and captive fan bases with whom the sponsors draw potential new consumers.
美國大學體育協(xié)會(NCAA)中主要的第一區(qū)運動部門努力培養(yǎng)獲勝隊，并在其年度預算范圍內(nèi)運作。不幸的是，對改善設施、提高訓練要求和治療能力的不斷增長的需求，以及對頂級運動員前景的競爭，使得許多此類項目不得不通過企業(yè)贊助來尋求額外的收入。與贊助商的良好關系可以為體育機構的體育部門帶來穩(wěn)定的收入來源，并為贊助商提供忠誠的忠實粉絲群，吸引潛在的新消費者。
Meenaghan describes sponsorship as investing in an activity or event in return for access to the attendees or viewers of the activity or event. Sponsorship can be financial or in-kind goods or services. Sports sponsorship remains attractive with companies because sporting events are often highly publicized, popular and widely attended. Sponsorship at the mid-major collegiate level differs from NCAA Division I Power Five conference level. Corporate sponsorship of an athletic program at a Power Five institution provides national exposure, larger population exposure, and likely requires more national based companies, where at a mid-major the sponsorship opportunities attract smaller more regional/local companies and gains attention of a smaller crowd.
Two studies: One by Dees et al. in 2008 on “Measuring the Effectiveness of Sponsorship of an Elite Intercollegiate Football Program in Sports Marketing Quarterly and the second by Weight et al. in 2010 on the “Corporate Motives for Sports Sponsorship at Mid-Major Collegiate Athletic Departments” in the Journal of Issues in Intercollegiate Athletics formed the basis for this research study.Dees et al. explored the value of sponsorship at Power Five collegiate sporting events and determined that the effects of the sponsorship for the sponsoring company. Weight et al. describe sponsorship serving an integral purpose in revenue generation for collegiate athletic programs pushing athletic administrations to seek new sponsorship avenues.
Problem Statement問題陳述
Extensive research has been completed on sponsorship and brand awareness, but little research has been conducted on measuring how effective the sponsorship of collegiate athletic departments and programs is to the sponsor in generating customers and customers buying product. One study explored the effectiveness of sponsorship at one of the Power 5 conference institutions, but the void exists at the mid-major level of Division I athletics (Dees et al.). This research explored the issue through three independent variables: fan attitude toward the sponsor, goodwill of the sponsor, and fan engagement with the sponsorship and the effect of these three independent variables on the dependent variable of purchase intentions of the fans. Dees et al. utilized purchase intentions as the dependent variable since the researches felt purchase intentions demonstrated good results in future product purchases as demonstrated by Hartley. The research by Covell and by Chen et al. identifies the link between the fan’s attitude and purchasing intentions or brand awareness theory. Sutton and McDonald’s research demonstrated that fan involvement with the sponsor (social theory) is a construct that can measure effectiveness of the sponsorship because the view of the sponsor toward the event or team if good causes the fan to extend goodwill toward the sponsor.
關于贊助和品牌意識的廣泛研究已經(jīng)完成，但很少有研究測量大學體育部門和項目的贊助對贊助商產(chǎn)生顧客和顧客購買產(chǎn)品的有效性。一項研究探討了五大會議機構之一的贊助有效性，但這種空白存在于中等專業(yè)水平的一級競技體育(迪斯等人)。本研究通過球迷對贊助商的態(tài)度、贊助商的商譽、球迷對贊助商的參與三個自變量來探討問題，以及這三個自變量對球迷購買意愿這個因變量的影響。Dees等人使用購買意愿作為因變量，因為研究認為購買意愿在未來的產(chǎn)品購買中表現(xiàn)出良好的效果，如Hartley所示。Covell和Chen等人的研究確定了粉絲態(tài)度與購買意愿或品牌意識理論之間的聯(lián)系。薩頓和麥當勞的研究表明，球迷對贊助商的參與(社會理論)是一個可以衡量贊助有效性的構式，因為如果贊助商對事件或球隊的看法是好的，那么球迷會對贊助商表達善意。
Purpose of the Study
The study will measure the benefit to the corporate sponsor a mid-major collegiate athletic department. The purpose of this research involves gauging the return on investment a company makes with sponsoring a Mid-Major collegiate athletic department.
Significance of the Study研究意義
This research study in evaluating the potential return on investment for companies sponsoring Mid-Major athletic departments may demonstrate the positives for local and regional companies to sponsor Mid-Major athletic departments or for companies to demand more benefits in their sponsorship benefits to increase their return on investment in the sponsorship. The research may show that even though the crowds at mid-major collegiate athletic competitions maybe smaller, with the lesser regional/local competition for sponsorship the return on investment could be higher. If Mid-Major athletic department developing their sponsorship proposals know the research is available, they may find improvements for their sponsorship packages or solicit larger sponsorship payments. The results of the research may revolutionize sponsorship programs for Mid-Major collegiate athletic departments.
本研究評估贊助中大型體育部門的公司的潛在投資回報，可能會證明地方和區(qū)域公司贊助中大型體育部門或公司要求更多的利益在他們的贊助利益中，以增加他們的投資回報贊助。這項研究可能表明，盡管參加中專大學體育比賽的人數(shù)可能會減少，但由于贊助競爭的地區(qū)/地方程度較低，投資回報可能會更高。如果中部主要的體育部門在制定他們的贊助計劃時知道這項研究是可行的，他們可能會發(fā)現(xiàn)他們的贊助計劃得到了改善，或者請求更大的贊助費用。這項研究的結果可能會徹底改變中專大學體育部門的贊助計劃。
Definition of Terms
A common financial term Return on Investment (ROI) indicates the ratio of profitability measuring the profit amount generated by an investment relative to the cost of the investment. ROI, expressed as a percentage, serves as an extremely useful tool for evaluation of investments or comparing investment opportunities (Brown, et al.).
The NCAA labels the Atlantic Coast Conference (ACC), The Big 12 Conference, the Big Ten Conference, the Pac-12 Conference, and the Southeastern Conference (SEC) that compete in the Football Bowl Subdivision, FBS, for football as the Power Five Conferences. The industry and the NCAA utilize the descriptor of Mid-Major Institutions to indicate collegiate institutional teams that complete in the Football Championship Subdivision, FCS, for football or do not offer men’s football. The conferences include the America East, Atlantic 10, Atlantic Sun, Big Sky, Big South, Big West, Colonial, Conference USA, Horizon, Ivy League, MAAC, MAC, MEAC, Missouri Valley, Northeast, Ohio Valley, Patriot, Southern, Southland, SWAC, Summit, Sun Belt, West Coast, and WAC.
Limitations限制
Several limitations potential exists in a research study of this fashion. Since the quantitative study involves the survey of fans attending a sporting event, the number of usable responses provided from the fans at a sporting events maybe reduced or the fans attending the event may not generalize to all mid-major athletic programs due to the type of fans, either gender, age, etc. who attend Mid-Major collegiate athletic events. Extemporaneous variables, such as sport played, gender of sport played, and other sports offered by the institution could affect a fan’s response on purchasing intent because the impact these extemporaneous variables have on the dependent variable. Different sports offered by the institution solicit different fans. Field hockey and football have distinct followers that may or may not overlap. Fan attendance at men’s soccer or basketball usually exceeds the attendance numbers at women’s soccer or basketball. The lack of a football program at an institution may elevate another sport, men’s hockey or basketball, to more elite status or extensive viewer status potentially effecting the ROI. The timeframe for the research data collection may hinder the findings if the timeframe is too short or occurs when the team is experiencing a losing streak or riding the popularity of a winning streak. Geographic location and proximity of the institution to a large metropolitan area likely alters the findings of the research.
在這種方式的研究中存在幾個潛在的限制。定量研究涉及到調(diào)查以來的球迷參加一個體育賽事,從提供的許多可用的回答球迷在體育賽事可能減少或參加活動的球迷可能不概括所有mid-major體育項目由于粉絲的類型,無論性別,年齡,等參加中專大學體育賽事的學生。即時性變量，如所玩的體育運動，所玩的體育性別，以及機構提供的其他體育運動，都可能影響球迷對購買意圖的反應，因為這些即時性變量的影響會對因變量產(chǎn)生影響。該機構提供的不同運動項目吸引不同的球迷。曲棍球和足球有不同的追隨者，可能有也可能沒有重疊。男子足球或籃球比賽的球迷上座率通常超過女子足球或籃球比賽的觀眾人數(shù)。一個機構缺乏足球項目可能會將另一項運動，如男子曲棍球或籃球，提升到更精英的地位或更廣泛的觀眾地位，從而潛在地影響投資回報率。如果收集研究數(shù)據(jù)的時間框架太短，或者發(fā)生在團隊正在經(jīng)歷一場連敗或在一場連勝中受歡迎的時候，那么收集研究數(shù)據(jù)的時間框架可能會阻礙研究結果。該機構的地理位置和與大都市地區(qū)的距離可能會改變研究結果。
Delimitations
In choosing to study the effects of sponsorship at a Mid-Major collegiate institution in the Northeast away from a large metropolitan area without a football program but with a strong hockey program, the research limits the potential returns on investment but hopefully will show a strong return. Thus, demonstrating that ROI for sponsorship of Mid-Major institutions by local/regional corporations can be profitable and beneficial to these companies and to the institutions. In choosing the University of Vermont for the institution, the research will hopefully utilize the lowest common denominator and thus, demonstrate a strong ROI for future investors even at a isolated, non-football institution. The survey and statistical analysis approach appears to be the proper methodology choice for this research, but other different measurement designs, such as structural equation modeling or path modeling (Dees et al.), may provide a better evaluation of the relationship between the independent variables and the dependent variable. A larger sample size and a more diverse sampling population with minority participation would likely enhance the results of the study.
Literature Review
For collegiate athletic departments corporate sponsorship serves as one of the most effective and popular means of revenue generation, even though limited statistical analysis exists on the effectiveness of sponsorship programs for collegiate athletic departments. Meenaghan identifies that advertising often is extremely expensive and not effective in growing the consumer base, while sport sponsorship provides a direct and relatively inexpensive approach to targeting specific consumer groups. Many research studies have identified the benefits to sport sponsorship to the sponsors and even to sponsorship on college campuses (Covell, 2001; Dees et al. 2008; Gray, 1996; McElrath, 2002; Sutton et al., 2001; Wear et al., 2016; and Weight et al., 2010). The research indicated that sponsors desire on-site presence and exclusivity in their agreements and a necessity that the sponsorship program provides a measurement aspect to gauge the effectiveness of the sponsorship.
In Sutton and McDonald’s research, the authors describe the changing landscape in corporate sponsorship of collegiate athletic programs as sponsorships become more sophisticated with unique benefits, targeted selling, and strategic approaches. Corporations want to partner with athletic programs to ensure deeper and more substantial connections with potential and existing customers (Sutton & McDonald, 2001 and Gray, 1996). The authors identify the importance of community outreach programs launching the corporate sponsorships because these programs allow the corporation to engage in community related event, which coincides with the sponsor’s outreach programs/strategies. The corporations link their products and brand name with the popular college team and capture a “feel good” moment in the community with an outreach community event (Sutton & McDonald). The outreach programs provide significant benefit to the sponsor because the outreach programs cause a lasting profound effect on the potential purchaser (Sutton & McDonald). With a viable and profitable approach to target consumers, sports sponsorship requires study to measure the effectiveness of the phenomenon of the sponsorship’s impact on the consumers to purchase the sponsor’s services or goods.
Armed with the need to study the effectiveness of sports spnosorship of college athletic departments and programs, the constructs of the argument must be established. Chen and Zhang established a link between attitude and intention about naming rights, attitude toward commercialization, stadium identification, and perception of financial state of the athletic department on perceptions and purchase intentions toward the sponsor and the sponsor’s product, on feelings toward the team and the stadium, and on the willingness of students to attend sporting events. Hartley determined that awareness, perceptions, and engagement serve as important tenets in measuring the performance and impact of a sports sponsorship. Dees et al. applied Hartley’s areas of focus in their research of the effectiveness of corporate sponsorship at a Power Five Conference football game. From the research performed by Dees et al., the three independent variables of the fan’s attitude toward the sponsor, the fan’s perceivingness toward the goodwill of the sponsor, and the fan engagement with the sponsor (Dees et al.) and the dependent variable of the fan’s purchase intentions of the sponsors’ product or services. The research performed by Wear et al. studied the return on investment for apparel sponsorships on college campuses. The research study performed by Covell provided additional insights or issues in correctly measuring the potential purchasing intent of spectators attending an athletic event (Covell).
In evaluating the effectiveness of a sponsorship program on a college campus, it is important to understand the benefits provided by the college to the sponsor and what elements of the sponsorship program remain critical to the sponsor. Significant research exists which describles benefits to sponsoring companies and McElrath’s research identified the needs of the corporate sponsor regarding the sponsorship opportunity. This study involved identifying a corporate profile for potential sponsors at NCAA D1 institutions and describing the tenets of successful sponsorship programs (McElrath). The research surveyed corporate sponsors and categorized the responses into increasing long-term sales, reaching a demographic target market, and enhancing company image as the leading requirements of a successful sponsorship program (McElrath). Name sponsor of a sporting event, VIP hospitality, and media coverage were identified in the research as the more beneficial and worthwhile opportunities presented by sponsorships (McElrath). Further research involved exploring what benefits and criteria allows local companies to engage in a sponsorship program with mid-major institutions (Weight et al.). Results indicated that sponsors desire on-site presence and exclusivity in their agreements and a necessity that the sponsorship program provides a measurement aspect to gauge the effectiveness of the sponsorship (Weight et al.). Castiglione author discusses the strategy marketing or sponsorship managers in the athletic departments of institutions not recognized on the national level must develop to achieve the results of a potential sponsor, which involves demonstrating a strong return on the sponsor’s investment in the local community. In providing a strong investment and identification in the community, the institution creates the incentive for local companies to sponsor (Castligone).
Meenaghan postulates that a fan’s favorable feelings toward the sponsor greatly influence the consumer’s intentions to purchase the sponsor’s product or services. Furthermore, higher involved fans provide greater engagement with the sponsor and exhibit a higher propensity toward purchasing the sponsor’s product or services because of the connection drawn between the sponsor and the sporting event (Meenaghan).
Methodology方法
The research purpose involves gauging the return on investment a company receives with sponsoring a Mid-Major collegiate athletic department in the hopes of demonstrating that by fostering fans’ positive attitude, goodwill, and involvement with a sponsor the purchasing intent of those fans will increase. According to Johnson and Christensen, the quantitative research method provides statistical data that will either support or deny the hypotheses of the research. The data collected in this research study will permit the generalization of sponsorship benefits for all Mid-Major institutions or help those institutions craft better sponsorship packages that will generate more corporate support in their local regions.
該研究的目的包括評估公司通過贊助中專大學體育部門而獲得的投資回報，希望證明通過培養(yǎng)球迷的積極態(tài)度、善意和與贊助商的參與，這些球迷的購買意愿將會增加。根據(jù)Johnson和Christensen的觀點，定量研究方法提供了統(tǒng)計數(shù)據(jù)來支持或否定研究的假設。本研究收集的數(shù)據(jù)將有助于推廣所有中大型院校的贊助利益，或幫助這些院校制定更好的贊助方案，從而在其所在地區(qū)獲得更多的企業(yè)支持。
Sample (Participants)
Participants in the study will be selected at random by choosing the second, seventh and tenth person through the gate of every ten individuals that passed through the gate. This randomization method of sampling hopefully provides a diverse representation of the population. The subjects will be fans attending paid sporting events (men’s and women’s soccer, men’s and women’s basketball, men’s and women’s hockey and men’s and women’s lacrosse, whichever sports are available at the time of the data collection) at a northeast mid-major institution during a season. The different sports will normalize the generalization by creating a more fully demographic representation of the fan population. Limiting the study to a season will allow the researchers to focus the results but may skew the findings with some statistical anomalies. The intent of the sampling is to capture between 100 and 250 participants per sporting event.
Methods of Data Collection數(shù)據(jù)收集方法
The method of data collection for this research study involves a questionnaire survey distributed to a randomly selected sample of fans attending various sporting events at the selected mid-major collegiate institution. The survey will include demographical information on the fan participants and responses to five questions involving each of the three independent variables and the dependent variable. Demographic information and contact information will be collected at the event site and then the survey sent to the fan participants via email with a link to the web-based online survey. The online surveys offer a higher response rate according to Wright’s research than paper surveys. The online survey reduces time spent performing the survey and collecting the data (Wright) and cost savings because storage of paper surveys are eliminated (Wright). Disadvantages from Wright’s article include sampling issues with the population and their demographic responses and low response rates due to participant’s neglect.
本研究采用的數(shù)據(jù)收集方法是隨機抽取中專院校參加各類體育賽事的球迷樣本進行問卷調(diào)查。調(diào)查將包括有關粉絲參與者的人口統(tǒng)計信息，以及對涉及三個自變量和因變量的五個問題的回答。人口統(tǒng)計信息和聯(lián)系信息將在活動現(xiàn)場收集，然后通過電子郵件將調(diào)查發(fā)送給粉絲參與者，并附上基于網(wǎng)絡的在線調(diào)查鏈接。根據(jù)賴特的研究，在線調(diào)查的回復率高于書面調(diào)查。在線調(diào)查減少了執(zhí)行調(diào)查和收集數(shù)據(jù)所花費的時間(Wright)，同時也減少了紙質調(diào)查的存儲成本(Wright)。Wright的文章的缺點包括人口的抽樣問題和他們的人口統(tǒng)計反應，以及由于參與者的忽視而導致的低反應率。
Instrumentation and Data Collection Procedure
The questions on the online survey will measure the fan’s attitude toward the sponsor, the fan’s awareness of the goodwill of the sponsor, the fan’s engagement with the sponsor, and the fan’s purchase intentions of the sponsor’s products or services. Through working with quantitative research professors to develop the questionnaire and utilizing other studies to help prepare questions the survey questions can be vetted. Further refinement of the questions can occur through the use of small sample groups on whom to tryout the questionnaire. The survey questions should be written to avoid bias and avoid leading the responder’s answers in a common direction. The ratings for the responses will utilized a fully anchored five-point scale (Johnson and Christensen) with ratings from 1 to 5 corresponding to strongly disagree to strongly agree, respectively. SurveyCrafter will serve as the tool to create and administer the survey, which enables the online survey to track respondent’s email, email response notification, real-time tracking of responses, and export data collected into statistical software.
Data Analysis
A correlational analysis (Johnson and Christensen) will be conducted on the three independent variables and the dependent variable to determine significance of the variables and whether the variables possess a positive corelation with each other. Further regression analysis of the results will hopefully indicate whether the three independent variables are adequate predictors of sonsumer purchase intentions of the sponsor’s product or services.
將對三個自變量和因變量進行相關分析(Johnson and Christensen)，確定變量的顯著性以及變量之間是否存在正相關關系。進一步的回歸分析結果將有希望表明這三個自變量是否足夠預測消費者對贊助商的產(chǎn)品或服務的購買意愿。
Ethical Considerations
To ensure the safety of human subjects in this research, all participants will be granted voluntary participation and informed consent to participate in the study along with access to the findings and conclusions of the study. The research study, and specifically the data collection, handling, and analysis will follow the AERA standards (Johnson and Christensen) guaranteeing that all human subjects choose to participate of their own free will and each has been fully informed regarding the procedures of the research project and any potential risks. These standards will protect the confidentiality and anonymity of the subjects.
Validity, Reliability, and Trustworthiness有效性、可靠性和可信度
The fan’s attitude toward the sponsor, goodwill or positive attitude toward the sponsor, and fan involvement and engagement serve as the independent variables and the purchase of the sponsor’s product serves as the dependent variable. Numerous studies have indicated that a fan’s positive attitude toward a sponsor indicates a potential for the fan to purchase of the product, thus a relationship between fan’s positive attitude and potential purchase exists. The fans positive feeling toward the sponsor occurs before the purchase of the sponsors product. Though conditions exist that may cause a fan not to purchase a sponsor’s product, those conditions do not affect the fans good feeling toward the sponsor. Causation exists since the three conditions are established, the relationship exists, temporal ordering is correct, and the lack of alternative explanations occur, thus causation exists, and internal validity is established.
球迷對贊助商的態(tài)度、對贊助商的親善或積極態(tài)度、球迷的參與和參與為自變量，購買贊助商產(chǎn)品為因變量。大量研究表明，粉絲對贊助商的積極態(tài)度表明了粉絲購買該產(chǎn)品的可能性，因此粉絲的積極態(tài)度與潛在購買之間存在著一種關系。球迷對贊助商的積極感覺發(fā)生在購買贊助商產(chǎn)品之前。雖然存在可能導致球迷不購買贊助商產(chǎn)品的條件，但這些條件并不影響球迷對贊助商的好感。因果存在，因為這三個條件建立了，關系存在，時間順序正確，并且出現(xiàn)了替代解釋的缺失，因此因果存在，內(nèi)部效度建立。
External validity will be established through the systematic measurement of the fans’ positive response to the sponsor, goodwill or positive attitude toward the sponsor, fan involvement and engagement, and the purchase of the sponsor’s product across all specters of age, race, and genders. The quantitative assessment can be arranged to measure multiple groups of different participants. The fans selected to participate are to be solicited by random means but of significant quantity to ensure that population validity can be established for the target population of fans. The survey will include demographic information about each fan participant.
The measurement of the variables will be performed through fully anchored five-point scale response to the questions in the surveys, which would gauge the fan’s attitude toward the sponsor goodwill or positive attitude toward the sponsor, fan involvement and engagement, and record the likelihood of the fan to purchase the sponsor’s product. The surveys will be reviewed by quantitative research experts and a focus group to assure relevance of the survey questions to the study, representativeness of the study questions and the available responses to the questions to the scope of the study, and the clarity of the questions and responses. Once the survey has been reviewed, then it should be sampled by a small group and frequency measures calculated and reliability analysis conducted on the constructs.
The survey measures the attitude of the fan toward the sponsor goodwill or positive attitude toward the sponsor, fan involvement and engagement, and the intent to purchase the sponsor’s product through five different questions for each resulting in twenty questions and five questions regarding demographics of the respondent. Each survey will be coded, and the response data tabulated for data analysis, which will determine frequencies, means, and standard deviation of the data measured. From the data analysis statistical conclusions will be drawn regarding the relationship between goodwill or positive attitude toward the sponsor, fan involvement and engagement, and the fans purchasing demand of the sponsor’s product. From the statistical conclusions the research should be able to determine the magnitude of the connection between the fans’ positive feelings toward the sponsor and the fans’ intention to purchase product from the sponsor.
該調(diào)查通過五個不同的問題來衡量球迷對贊助商的好感或對贊助商的積極態(tài)度，球迷的參與和參與，以及購買贊助商產(chǎn)品的意向，每個問題有二十個問題，五個問題是關于被調(diào)查者的人口統(tǒng)計數(shù)據(jù)。將對每個調(diào)查進行編碼，并將響應數(shù)據(jù)制成表格進行數(shù)據(jù)分析，這將確定所測量數(shù)據(jù)的頻率、平均值和標準偏差。從數(shù)據(jù)分析中得出對贊助商的善意或積極態(tài)度、球迷參與與參與、球迷對贊助商產(chǎn)品的購買需求之間的關系的統(tǒng)計結論。從統(tǒng)計結論來看，研究應該能夠確定粉絲對贊助商的積極感覺和粉絲從贊助商那里購買產(chǎn)品的意愿之間的聯(lián)系的大小。
Reliability in the data occurs if the surveys are conducted over different years and at least three different Mid-Major Institutions. However, the scope of that scale of research exceeds the bounds of this work and thus must be left to other researchers to replicate this research at one mid-major collegiate institution with isolated geography during one season of events. Further study should demonstrate the findings can be replicated at other geographically located institutions near or in large metropolitan areas and different regions of the United States and in different economic situations.
Research Timeline研究時間表
Completion of the data collection and analysis within an eight week session may prove to be daunting. Realistically, the preperation of the survey may take two weeks with the review by quanitative researchers and the assembly and review from the focus group. This two-step review is inherently necessary to eliminate bias and capture the correct data in the survey. The survey work will likely involve four to six weeks of time, given the availablity of enough home sporting events of a variety of sports to build a diverse sample pool. The data assembly and analysis will involve a two week period even though assembly will overlap with collection and cateloguing of the data. The write-up of the research will then involve another two week period for consultation with my professor and subsequent editing. In all, the research should involve a ten to twelve week project timeline.
在8周的時間內(nèi)完成數(shù)據(jù)收集和分析可能是令人生畏的。實際上，調(diào)查的準備工作可能需要兩周的時間，包括定量研究人員的審查和焦點小組的會議和審查。為了消除偏見和在調(diào)查中獲取正確的數(shù)據(jù)，這兩個步驟的審查本質上是必要的。調(diào)查工作可能需要四到六周的時間，因為有足夠多的各種體育項目的家庭體育活動，可以建立一個多樣化的樣本庫。數(shù)據(jù)組裝和分析將涉及兩周的時間，盡管組裝將與數(shù)據(jù)的收集和分類重疊。研究報告的撰寫還需要兩周的時間來咨詢我的教授并進行后續(xù)的編輯?？偟膩碚f，這項研究應該包括一個10到12周的項目時間表。
留學生論文相關專業(yè)范文素材資料，盡在本網(wǎng)，可以隨時查閱參考。本站也提供多國留學生課程作業(yè)寫作指導服務，如有需要可咨詢本平臺。
