Marketing Research: A Must for Every Sport Organization

Mary Helen Huggins

This article emphasizes the importance of marketing research in sport marketing. It is not a how to article; rather, it discusses what marketing research is in sport marketing, why it is needed, and who should do the research. The article should be valuable to sport marketing management who want a better conceptual understanding of marketing research. It should also help management who wonders whether their organization should do research and how it would be beneficial.