The purpose of this study was to determine the marketing techniques perceived to effectively promote attendance at women's and men's NCAA Division I basketball events. Further, efforts were made to determine whether there were any differences in the marketing techniques perceived to be effective in the promotion of attendance between women's and men's basketball programs.
The study surveyed sport marketers at NCAA Division I college basketball institutions which had both a women's and a men's basketball program in the 1993-94 basketball season. The marketers responded to the Marketing Technique Questionnaire which contained 25 statements pertaining to marketing techniques.
It was hypothesized that there were no significant differences between the perceived effectiveness of the marketing techniques and proportion of seats filled. Also, it was hypothesized that there would be no significant differences in the perceived effectiveness of marketing techniques between NCAA Division I women's basketball and NCAA Division I men's basketball programs in the promotion of attendance.
Mean analysis and standard deviation, chi-square analysis, and the Wilcoxon signed-rank test were incorporated into the statistical analyses. Based on the results of these statistical analyses, both hypothesis were rejected.
| Identifer | oai:union.ndltd.org:pacific.edu/oai:scholarlycommons.pacific.edu:uop_etds-1520 |
| Date | 01 January 1999 |
| Creators | Bratten, Gregory J. |
| Publisher | Scholarly Commons |
| Source Sets | University of the Pacific |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | University of the Pacific Theses and Dissertations |
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