Wednesday, November 3, 2010

The Survey Says...

Surveys. They are the most popular quantitative method of research used. Not only that, but they are also very popular in the academic world. Why?

They are cheap. Not only that, but you are also able to get a lot of responses rather quickly and the data is relatively easy to analyze. Not to mention, they are much easier to conduct than performing something like ethnographic research.

That is why when companies need to get a lot of data quickly, they usually conduct a survey.

I found an article from PR Newswire that talks about Europeans' interest and engagement with sports. The European version of the U.S. study (from 1994) will provide sponsors, leagues, and the media with valuable insights about the impact that sports has on consumers and the role it plays in their lives.

The initial results were based on 500 online interviews conducted in January 2010 in each of the following countries: France, Germany, Italy, Spain and the UK.

The article quotes Robert Fox who is Senior VP of Sport & Sponsorship research at TNS North America. He says,
"Companies have tools to measure specific aspects of their sports business, like television ratings and media exposure programs. These are important, but they do not tell the whole story... this study offers brands a 10,000-meter vantage point to assess their target markets across the entire sports landscape."
This is interesting to see their reasons for using a survey to collect their data.

Also quoted in the article is Artie Bulgrin, Senior VP at ESPN. He said,
"The Sports Poll is unique in that it provides in-depth intelligence about the impact that sports has on the population with respect to involvement, media usage, and consumer behavior. The monthly Sports Poll tracking in the US helps us identify trends that ultimately affect media and advertising performance. We are enthusiastic about what we can all learn in Europe now."

Here are some sample questions from the survey they used:

  • Which sports offer the best opportunities to reach a specific target market?
  • What is the true consumer profile of a sports fan? How intense is their fandom? To what extent does an emerging sport have potential to grow? Should my company be an early adopter?
  • How does our property stack up against other sports? Who is paying most attention? Is my company in the right countries? What opportunities are we missing?
Overall, this survey helped this company learn more about the average European's interest in sports. This information then helped marketing agencies learn more about their target audiences. And the survey was the most efficient way to collect that information.

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