The determination of the effectiveness
of customer service programs and marketing campaigns is complex
and can require multiple projects. The research projects are designed
to compliment each other while ensuring accuracy of the results.
Individual projects can identify the attitudes and perceptions
of customers (fans/consumers), corporate sponsors, employees,
local businesses, and local residents. Each of these groups
impacts, or is impacted by, the sport entity's customer service
and marketing programs.
Click on one of the following methods of data collection for
more information, or continue scrolling down this page: |
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On Site Surveys:
On-site surveys
can be developed to provide data on the various elements of
an experience, consumer purchasing patterns and corporate sponsor
recognition and loyalty issues. The on-site surveys can be distributed
at any type of event at the facility.
The survey distribution should be based on a statistically
valid method of randomized surveys. The target groups that
the surveys can be used to reach include: general spectator
population, local residents/fans/attendees, visiting tourists,
corporate sponsors, and facility employees.
The types of surveys that
can be administered on-site include:
- Demographic Information
- Attendee Overall Satisfaction
- Facility Operations Satisfaction
- Fan Sponsor Recall
- Employee Satisfaction
- Economic
Impact Studies
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Secret
Shopper
| A secret
shopper study involves SMRI personnel posing as customers
in order to use and rate the different services available
at a facility. Participants are provided with the areas or
services to rate, rating cards with specific questions, and
funds to purchase the goods and services. Conducting secret
shopper studies helps to determine inconsistencies or biases
that might have occurred during the surveys. |
The services that
can be rated include:
- Concessions
- Housekeeping
- Stadium
Personnel
- Restrooms
- Merchandise
Stores/Stands
- Parking
- Ticketing
- Suites/Club
Seats
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Telephone
Research
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To address the issues of non-attendance,
consumer preferences, corporate sponsor awareness and loyalty,
a telephone research campaign can be developed. Telephone research
provides data on a predetermined demographic (or regional) target
group. The telephone research campaign should provide a random
sampling. A telephone research campaign can also be conducted
with the area business to determine the economic impact of a
facility, team, or other sport entity on the local community. |
A telephone research campaign can
provide the following information:
- Residents
attendance at, and opinions of, a facility or event
- Demographic
information
- Entertainment/corporate
sponsor preferences
- Consumer
purchasing profiles
- Economic
impact of a facility or event on business
- Sport/facility/event
development in the local area
- Community
Impact Studies
Focus
Groups
SMRI
is now holding Online
Focus Group Sessions!!
Focus groups provide the opportunity for researchers to meet with
a group of individuals from various target groups to discuss issues
addressed in a survey questionnaire and in telephone research campaigns.
This allows for more in-depth coverage of the issues by providing
various viewpoints and suggestions.
Input and
data gathered by the individual focus group can be combined with
that of the related surveys. The data from the focus groups will
serve to support and verify the data collected through secret shopper
studies, surveys, and telephone research campaigns.
Focus groups consist of eight to ten individuals who represent a
target group. The group meets for a two hour session and the discussion
is monitored by an SMRI Moderator. Participants are directed
to the desired discussion topics, as well as allowed to voice individual
concerns. Compensation for their time and efforts is given to the
participants.
The types of issues that can be addressed in a focus group include:
- Attendee Satisfaction with Facility Operations
and Vendors
- Product or Marketing Campaign Design and
Effectiveness Issues
- Name the Team/Mascot Efforts
- Improving Employee Customer Service Efforts
- Corporate
Sponsorship Effectiveness and Loyalty
Panel
Studies
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A panel
study utilizes a specific sample of industry consumers who
respond periodically to questioning, either via telephone
or via mail. This method makes it possible to track reactions
and behaviors of the same person over a period of time and
can provide valuable information regarding advertising, branding
and corporate sponsors.
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Internet
Research
The Internet can be an effective
research tool to investigate consumers using on-line surveys...
providing companies with access to opinions and consumer preferences
of their internet population. Surveys can be developed independently
or in conjunction with a company's web site.
For more on this BRAND NEW SERVICE, E-Mail
SMRI TODAY!
Direct
Mail Questionnaires
Direct mail surveys are well suited
to specific types of research. When soliciting information from
a more narrow-focused target market such as sponsors, suite holders,
or employees, SMRI can utilize detailed mailer questionnaires
which allow the recipient to respond at their own convenience.
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