The real‐time response survey can be viewed as a dialectic elaboration of the focus group and the sample survey, incorporating some of the advantages of each and producing a program of research quickly. An evaluation of the methodology shows its predictive utility from: real‐time response...

This article sheds light on how fans, as consumers of sports, perceive environmental factors at collegiate sporting events and how these consumer perceptions relate to positive affect toward the event for men's versus women's intercollegiate basketball customers in the USA. Gaining a deeper...

Lifestyle is an important concept in advertising and applied marketing research, although casual use of the term has rendered it suspect amomg scholars. This book approaches the concept of lifestyle from a current

Research on social values has been shown to be beneficial in market segmentation. This article describes the List of Values (LOV), a methodology that may allow comparison and contrast of values. Details of the methodology and recent research using it are described, and data analysis strategies...

The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an...