February 2016 Newsletter

Complimentary Downloads now available at Sportsandleisureresearch.com:
PGA Show 2016 Golf Market Outlook; Winter Sports Omnibus Findings; The Gender Puzzle: A New Context for Business Golf

2016 Golf Market Outlook

Highlights from the recent Golfer video research conducted with Sports Illustrated Golf Group, along with SLRG’s seventh annual consumer outlook for the golf market, were presented by SLRG President Jon Last at the PGA Merchandise Show on Wednesday January 27th. Each study was culled from surveys of over 1,000 respondents. You can download a copy, here.


SLRG’s 2016 Winter Sports Omnibus is also available for download here, and contains the perspectives of over 2,400 avid sports fans on a wide variety of topics, including:

  • How sports fans are uncertain that College Football Playoff has the ability to crown a true champion
  • A continuing paradox in NFL fan concerns on the issues of concussions and player safety, coupled with an insatiable appetite for more football.
  • Trends and attitudes on contemporary issues in each of the major sports.
  • Which sports are gaining and declining in popularity.
  • How issues like game time length, eligibility rules, and quality of officiating impact fan perceptions about the MLB, NBA, and NHL.
  • How concerns about the US economy will impact sports fan behavior over the coming months.

The Gender Puzzle: A New Context for Business Golf
Golf and business have always had an intrinsic connection. Yet, the magnitude of this relationship has only been sporadically studied. New cutting-edge research from Sports and Leisure Research Group for the PGA of America, unveils new insight into the evolving realities of today’s corporate environment. Read more here.

SLRG’s Last Appointed President Elect of MRII Board of Directors

Sports and Leisure Research Group President Jon Last has been named President-Elect of Marketing Research Institute International (MRII). In partnership with The University of Georgia, MRII is the leader in offering education and certification programs for the marketing research profession. The MRII offers a series of online courses that are designed to prepare marketing and research professionals, worldwide, to grasp marketing research fundamentals and succeed in their careers. More than 8,000 executives from 104 different countries have gone through the program.

Presently, the MRII offers three bodies of study; Principles of Market Research, Principles of Mobile Market Research, and Principles of Pharmaceutical Market Research. MRII’s distance learning online certification courses are supported by numerous trade associations including the Council of American Survey Research Organizations (CASRO), the Advertising Research Foundation (ARF), the American Marketing Association (AMA), and the Marketing Research and Intelligence Association (MRIA), plus several others. The board meets regularly and oversees the strategy, program marketing and direction of course development, assuring that content is fresh, and that course materials evolve to reflect changes within the marketing research profession. The board consists of professionals worldwide, including executives from leading client companies and research firms.

Last states, “The assurance of quality marketing research education has always been important to me, and MRII has always been the leading edge means with which professional researchers can gain a greater depth of understanding and core body of knowledge necessary for effective research. I’m excited and honored to have the opportunity to continue to help lead the association forward.” Last previously served as national president of the Marketing Research Association (MRA). Those interested in learning more about MRII’s Research Certification Programs through the University of Georgia, can click here.