Market Research Implementation Plan: Research Tools
Evaluation of beneficial research tools for the Yankee management in determining the directional goals for the organization will be the focus. Research tools yielding consideration will include primary and secondary research tools with contrast, and comparison of the tools assessed. The applicability of the selected research tools providing resulting of the most applicable tool and the least applicable tool.
Primary Research Tools
Primary research tools provide firsthand information related to the study of determining the fan support of proposed price increases to achieve a Major League Baseball (MLB) championship. A qualitative research tool using a live focus group of Yankee fans could be beneficial for use in determining feedback regarding increase in ticket, concession, and merchandise. In-depth interviews would also be beneficial; however, it would provide a smaller sampling of fan partialities and views. An alternate consideration of primary research and quantitative information would be online surveys, specific to fan feedback regarding the proposed considerations. Both types of research tools would provide direct feedback related to determining fan opinion and views.
Secondary Research Tools
Secondary research tools provide substantive information regarding previously obtained information, not necessarily directly related to the research study at hand, but the information can shed insight to posed questions and concerns for the Yankees organization.
A research organization, such as Simmons Consumer Information, gathers information from various MLB fans. The information gathered covers vast subject matter to assist MLB associations to gain fans behavioral patte...
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