Research Methodology

Handbook of Sport Marketing Research

Drawing from the seminal works published during the past two decades in Sport Marketing Quarterly, this collection edited by Nancy L. Lough and William A. Sutton brings to light foundational theories that have guided some of the most pragmatic studies to date. The Handbook of Sport Marketing Research revisits trends, presents instruments designed to assess key constructs, and provides critical analysis of industry practices with regard to issues such as gender, race, and ethical practices.

Jerome Quarterman

Jerome Quarterman, Ph.D., is an associate professor in Health, Human Performance and Leisure Studies and Coordinator of Sport Management Studies at Howard University in Washington, D.C. Previously, he was a full-time faculty member in sport management studies at Florida State University and at Bowling Green State University in Ohio. Of his 34 years of teaching, 18 have involved teaching students in sport management courses in undergraduate and graduate courses at both the master's and doctoral levels.

Brenda G. Pitts

Brenda G. Pitts is an internationally renowned name in sport business management, particularly in sport marketing and in sport management program development. She is currently professor of sport management, director of the Dr. R. Cooter Sport Business Research Center, and program director at Georgia State University in Atlanta. Dr. Pitts has also served as a consultant in sport marketing for various sport businesses, including the Georgia Dome in Atlanta (with clients such as the Professional Bull Riders, Inc., SuperCross, and the Atlanta Falcons), Tallahassee Soccer Association, and the NCAA.

Michael W. Metzler

Michael W. Metzler is a professor in the Department of Kinesiology and Health at Georgia State University. From 2003 to 2008 he served as the associate dean for academic programs in the College of Education with responsibilities in the areas of program assessment, accreditation, and graduate research. He served concurrently as associate dean and chair of the KH department in 2004–2005.

Nancy L. Lough

Nancy L. Lough, PhD, is a professor in UNLV’s College of Education where she also serves as director of marketing. Her areas of expertise include sport marketing and sponsorship, development of women leaders, and gender equity and Title IX in sport.

Brenda G. Pitts

Brenda G. Pitts, Professor at Georgia State University, is well known nationally and globally in sport marketing and sport business management. She is among the first research fellows of both the North American Society for Sport Management and the Sport Marketing Association, and is the honored recipient of the 2016 Diversity Award, the prestigious Dr. Earle F. Zeigler Scholar Award, Distinguished Sport Management Educator, and the Dr. Garth Paton Distinguished Service Award.