Title: Explain market research and its use in the sports and entertainment industries.
Course: Sports and Entertainment Management (12163-II) > Section: Understanding Market Research

Explanation should include

- the purpose of market research (i.e., gathering information that will help guide marketing decisions to improve a company’s bottom line)
- how market segmentation is used in market research
- the process used to gather the information, analyze it, and report findings
- application of research to all seven functions of marketing (e.g., how research drives promotion, product service management).

Process/Skill Questions:

- How is the scientific method applied to market research?
- What ethical guidelines should govern market research?
- What market research method offers participants an easy way to respond?
- How does cost affect market research decisions?
- How are demographics, geographics, psychographics, and behavioral data used in the sports and entertainment industries?