The purpose of this study was to determine the relative effects of selected marketing techniques on the attendance of minor professional hockey teams during two stages of a playing season. Twenty-six marketing techniques comprised a questionnaire using a 5-point Likert scale to describe the degree of relative importance each marketing technique had on attendance from the view of the population of 28 marketing directors in the American (AHL) and International (IHL) Hockey Leagues. It was hypothesized that no differences would exist in marketing techniques between high and low attendance teams during two stages of the playing season, and that no differences would exist in marketing techniques between winning and losing teams during two stages of the season. Descriptive statistics were used to determine general trends in the data and independent samples t-tests were used to test for significant differences. The response rate was 93% and significant differences resulted. Marketing techniques generating differences for high and low attendance teams were media relations, and ticket options and incentives during the first half of the season. Winning and losing teams differed significantly for media sponsorships during the first half of the season, and for ticket options and incentives, and signage during the second half. This study provided information regarding the marketing environment and the marketing activities of minor professional hockey teams and indicated a further need to study marketing techniques used in different sports.
| Identifer | oai:union.ndltd.org:uottawa.ca/oai:ruor.uottawa.ca:10393/10173 |
| Date | January 1994 |
| Creators | Vaughan, Anne. |
| Contributors | Hansen, Hal, |
| Publisher | University of Ottawa (Canada) |
| Source Sets | Université d’Ottawa |
| Detected Language | English |
| Type | Thesis |
| Format | 153 p. |
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