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Sports & Leisure Research Group E-Newsletter | January 2016

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.

Marketing Sports

Moving Beyond the "What" and "Why" In Sports Marketing Insights, Here's To The "How"

In the January 2016  Marketing: Sports, SLRG President Jon Last ruminates on the ability of observational research to add "the how" to the "what" and "why" of quantitative and qualitative research, respectively. Read it here.

Silver Linings To Gray Clouds: The Pulse Of The Sports Fan In Early 2016

In his February 2016 Media Post column, SLRG President Jon Last speaks to how, despite some skittishness towards the overall U.S. economy, fans aren’t willing to give up their passion for sports. Read it here.

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PGA Merchandise Show Report

Leisure Industry Analyst Casey Alexander cites SLRG industry research in his annual assessment of the state of the golf market. Read it here.

James Keegan's Top 11 Take'Aways from the 2016 PGA Merchandise Show

Golf industry analyst JJ Keegan cites two SLRG studies in his wrap-up of the most significant happenings at the 2016 Show.  You can read it, here.

Connect with SLRG

Click here for archived issues of SLRG’s "News and views" e-newsletter, for all of the most up-to-date insight on issues impacting marketing research, the media, travel, sports and leisure industries.