Surveys can go a long way in the marketing world. The data collected can provide valuable insight if the survey has a purpose and is done correctly.
One project students will focus on this spring in Associate Professor of Marketing Mike Lewis’s Sports Marketing Analytics class is creating a marketing research instrument called, “The Atlanta Sports Survey.” After the survey is created, the students will then analyze the data.
To help provide better insight for the survey, representatives from the Atlanta Falcons, Braves and Hawks visited the class to speak with the students.
“Although we’re all counterparts at different organizations, we’re all trying to get share of wallet, share of time and share of fandom of everybody in Atlanta and in the region,” said Atlanta Hawks Vice President of Analytics David Elgin. “Our businesses don’t generally share data back and forth, so this project is really awesome because it brings us together and we all play by the same rules and we can all share the insights.”
Last year, students did a similar survey which was emailed out to fans of the Atlanta Braves, Hawks, United and Falcons. The plan is to email out this year’s survey to Atlanta sports fans again.
The survey will focus on fan preferences and behaviors across customer segments. In this project, students will look at customer experience and the purchase funnel.