SMQ Issue 4:1

Contents for SMQ Issue 4:1

Major League Baseball: What Really Puts Fans in the Stands?
Authors: Ladd Michael Kochman
Abstract: Attendance at Major League Baseball games has long been thought to be a function of the uncertainty of a game’s outcome. Optimal uncertainty and, in turn, maximal attendance are said to occur when there is a 60% chance that the home team will win. This study reexamined the data used by past researchers and found that the betting odds associated with a 60% probability of winning (7-8) are more consistent with outcome certainty than with the accepted conclusion of outcome uncertainty. One explanation for the counterintuitive finding may be that it simply costs too much to attend a MLB game today to take the chance of witnessing a losing effort.

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SMQ Book Review 4-1
Authors: William A. Sutton, Ed.D. (Reviewer)
Abstract: Atlas of American Sport John F. Rooney, Jr. Richard Pillsbury Macmillan Publishing Co. geomarket geograpic segmentation

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A Collegiate Football Program Confronts a Sports Marketing Crisis: Results and Implications of a Descriptive Study
Authors: E. Stephen Grant, R. Edward Bashaw
Abstract: The authors describe a study designed to elicit date relevant to an important market segment for collegiate football programs — the local business community. The study was conducted to garner insight into how those responsible for a university football program should respond to news that an important competitor and major spectator draw would end its association with the university conference. Study findings illustrate the importance of the business community’s awareness and support of collegiate sports. The authors discuss the implications of the study findings and provide suggestions regarding how sports organizations can proactively market their sports programs when faced with a sports marketing crisis similar to the one described.

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SMQ PROfile 4-1
Authors: SMQ Editor
Abstract: Rod Thorn National Basketball Association University of Washington-Seattle NBA

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An Analysis of Choice Intentions of Public Course Golfers
Authors: James B. Faircloth, Michael D. Richard, Victoria P. Richard
Abstract: This study investigates the differences between groups of golfers on the factors and attributes thought to influence their choice intentions to play public golf courses. MANOVA was employed to investigate whether an overall significant difference exists between the low-intentions-to-return group of golfers and high-intentions-to-return group of golfers. In addition, the high-intentions-to-return group of golfers rates multiple attributes significantly higher than does the low-intnetions-to-return group of golfers.

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SMQ Research Highlights 4-1
Authors: Tracy L. Schoenadel
Abstract: Did corporate sponsorship entertainment spending increase in 1994? Collaboration vs. Competition. What is best for sport sponsorship?

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Sport Marketing Among Colleges and Universities
Authors: C. William McConkey
Abstract: This paper reports the results of a study of the marketing of college and university athletics. A high response rate (54.2%) to a mail survey provided data on 291 colleges and universities in the United States. The use of full-time marketing personnel, written marketing plans, and some relatively large sport marketing budgets indicates the increasing importance of sport marketing at the collegiate level. Respondents also rated their most effective marketing tools as well as alternate media.

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Television Consumer Advertising and the Sports Figure
Authors: Edward T. Turner, James Bounds, Dan Houser, Steve Motsinger, Joe Smith
Abstract: The principal investigators analyzed 35 hours of television sport broadcasts and 35 hours of television nonsport broadcasts. A score sheet was used to record types of commercial, types of products, and the names of individuals who endorsed the products. T

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