Research Handbook on Sports Management and Marketing

This highly-informative Research Handbook presents a comprehensive, practical guide on how academic enquiry in sport management and marketing is conducted and applied. Each chapter includes a particular method or approach to responding to a research question with a complementary illustration of how to use that method. It focuses on expanding the toolkit of sport management researchers and highlights how a set of diverse methodological approaches can generate deeper insights into the business and culture of sport.

Expert international scholars analyse both traditional approaches and innovative methods, exploring research strategies, data collection approaches and data analysis. Chapters demonstrate the how and why of each method and allow readers to either follow the full journey of research or focus on individual techniques. Example case studies include examining career compensation of National Basketball Association players, fan surveys in the National Women’s Soccer League and surveying member satisfaction of a health-fitness club service. Empirical approaches to research such as the Delphi method, secondary data, athlete interviews, predictive modelling and surveys provide important practical analyses that can be applied in real-world scenarios.

This Research Handbook is an essential resource for scholars and graduate students of sports management and marketing, as well as industry researchers in business and management more broadly. Its practical insights are invaluable for researchers in sport marketing and practitioners in the sport industry, such as administrators, marketers and consultants.