Marketing Research Proposal: NHL Fan Attendance

Paper Summary:

This marketing research proposal focuses on the question of how small- market National Hockey League (NHL) teams can increase fan attendance. Its objectives are to determine NHL fan demographics based on different regions, understand what fans want in their NHL experience, why potential fans are not attending NHL games, and where they are spending their entertainment dollars instead. The proposal concludes that is possible for small market NHL teams to increase their fan attendance with the right mix of marketing (promotions, prices, and product) based on the data collected and how the individual teams will use it.

Table of Contents:
Opening
The National Hockey League
Sport Marketing Research Company
Research Problem
Research Objectives
Research Design
Research Timelines
Research Budget
Conclusion

From the Paper:

"How can small market NHL teams increase fan attendance? The research problem should recognize the most specific issue facing an organization and the level of need. Why are small market teams struggling to fill arenas even though the overall interest in the NHL has increased since the lockout? Small market teams face many problems but increasing fan attendance would provide the following benefits: an obvious increase in revenue and return on investment, added value to the franchise, increase the interest in corporate sponsorships and also cause an increase in the external aspects of the team such as team merchandise and television ratings. SMRC will travel and analyze specific data for each of the small market teams in the NHL."

Sample of Sources Used:

• Bae, S.W. (2004). Attitudes, interests and sport spectator profiling: Variables affecting game attendance in a NHL franchise. Dissertation Abstract. The University of British Columbia.
• Burns, A.C. and Bush, R.F. (Ed.).(2006). Marketing Research 5th Edition. Upper Saddle River, NJ: Pearson Prentice Hall
• Forbes Online Magazine. (2007). The business of hockey. Retrieved from www.forbes.com/business/NHL-team-values07
• Halloway, A. (2006). Hockey stuck. Canadian Business. 79(3), 25-27.
• Laverie, D.A. & Arnett, D.B. (2000). Factors affecting fan attendance: The influence of identity salience and satisfaction. Journal of Leisure Research, 32(2), 225-246.

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