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...