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9781787541924

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This book analyzes market research methods used by sports businesses. It describes motives for market research in the industry, approaches to market research, and objectives and types; simple market research methods; business intelligence; secondary data research; exploratory research; descriptive research; the use of primary data; sampling and types of samples; qualitative market research methods; field implementation of market research methods; and analysis of market research results.--Annotation (c)2018 (protoview.com)

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Neven Seric, Ph.D., is Professor of Marketing at the University of Split (Croatia), Faculty of Economics. His research interests include Market Research in Tourism; Marketing Strategy in Tourism; Business Logistics; Hotel Business Marketing and Product Management. He is a visiting professor at a number of institutions in Austria, Slovenia, and Bosnia and Herzegovina, and serves as a member of the editorial and reviewing boards for several academic journals in Europe and the US. With two decades of executive experience in various industries, he served as a consultant for marketing management projects in sports and tourism and as an IPA EU projects consultant. Jasenko Ljubica, Ph.D., is Assistant Professor of International Business at Tec de Monterrey (Mexico) and a visiting professor at Universidad de Rosario (Colombia). He is passionate about researching expatriate phenomena entailing (but not limited to) cognition and decision-making, innovation and knowledge transfer and behavioral ethics, while also specializing in research methods in management sciences. He spent a decade serving in tourism, consulting, trade and sports industries in top-level positions, earning professional and public recognition.

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