نوع مقاله : مقاله پژوهشی

نویسندگان

1 دکتری مدیریت ورزشی، معاون ادارۀ کل ورزش و جوانان استان چهارمحال و بختیاری

2 استادیار مدیریت ورزشی، پژوهشگاه تربیت بدنی و علوم ورزشی

3 استاد مدیریت ورزشی، دانشگاه تربیت مدرس تهران

چکیده

پژوهش حاضر با هدف ساخت و اعتباریابی پرسشنامۀ شایستگی مدیران بازاریاب ورزشی با رویکرد آمیختۀ اکتشافی انجام شد. جامعۀ آماری پژوهش، اساتید مدیریت ورزشی، مدیران عامل و بازاریابان باشگاه‌های فوتبال، اعضای کمیتۀ بازاریابی فدراسیون فوتبال و دانشجویان دکتری مدیریت ورزشی بودند. برای تجزیه و تحلیل داده‌ها در بخش کمّی از مدل‌سازی معادلات ساختاری استفاده شد. در بخش کیفی برای جمع‌آوری داده‌ها از نمونه‌گیری نظری و مصاحبۀ عمیق و برای تحلیل داده‌ها از نظریۀ داده‌بنیاد استفاده شد. در بخش کمّی بعد از تدوین پرسشنامۀ پژوهش برگرفته از بخش کیفی و توزیع آن بین نمونه‌های پژوهش، 244 پرسشنامه جمع‌آوری شد و سپس تجزیه و تحلیل شد. روایی محتوایی پرسشنامۀ 71 سؤالی با استفاده از نظرهای اساتید و نیز روایی همگرا و واگرا با استفاده از نرم­افزار اسمارت پی.‌ال.‌اس و پایایی پرسشنامه با استفاده از آلفای کرونباخ و پایایی ترکیبی  تأیید شد. درمجموع، 682 کد اولیه به دست آمد که بعد از استخراج کدهای مشابه، 109 کد باز متمایز مشخص شد. این کدها در 23 گروه کدمحوری و چهار گروه کد انتخابی شامل شایستگی­های پایه، هوشی، حرفه­ای و انتخابی دسته­بندی شدند. ضریب مسیر بین شایستگی­های مدیران بازاریاب ورزشی و مؤلفه­های شایستگی پایه، هوشی، حرفه­ای و عملیاتی به‌ترتیب برابر با 404/0، 511/0، 247/0 و 524/0 بود. با توجه به مقدار شاخص) 63/0 (GOF = در بررسی برازش کلی، مدل اندازه­گیری از کیفیت مناسبی برخوردار است. پرسشنامۀ ارائه‌شده در این پژوهش می‌تواند ­به­عنوان ابزاری مناسب برای شناسایی شایستگی­های مدیران بازاریاب ورزشی باشگاه‌های فوتبال استفاده شود.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Construction and Validation of Competency Questionnaire of Sport Marketing Managers Using Exploratory Hybrid Approach

نویسندگان [English]

  • Tahmaseb SHirvani 1
  • Mohsen Smaeili 2
  • mohamad ehsani 3

1 Ph.D. in Sport Management, Deputy General Manager of Department of Sports and Youth of Chaharmahal and Bakhtiari Province e

2 Assistant Professor of Sport Management, Sport Sciences Research Institute, Tehran, Iran

3 Professor of Sport Management, Tarbiat Modaress University, Tehran, Iran

چکیده [English]

The purpose of this study was to construct and validate a competency questionnaire for sports marketing managers with exploratory hybridization approach. The statistical population of the study consisted of sports management professors, managers and marketers of football clubs, members of the football federation marketing committee and Ph.D. students of sport management. Structural equation modeling was used to analyze the data in a quantity section. To collect data in a quantity section, theoretical sampling and in-depth interview with the elite by 17 people were used. In the quantitative part, 244 questionnaires were collected and analyzed by a questionnaire drawn from the qualitative section and its distribution among the research samples. The face and content validity of the questionnaire, derived from 71 questionnaires, was confirmed by the views of the professors as well as the convergent and divergent validity and the reliability of the questionnaire were approved using Cronbach's alpha and combined reliability. A total of 682 primary codes were obtained. These codes are categorized into 23 groups of codiminders and 4 groups of selected code including core competencies, intelligence, professional and selective were determined. The path coefficient between the competencies of sports marketing managers and the basic competence, intelligence, professional, and operational components were 0.404, 0.511, 0.247 and 0.524, respectively. According to the index value (0.63), GOF = in the general fit assessment, so the measurement model has a good quality. The questionnaire presented in this study can be used as a suitable tool for identifying the competencies of sports club marketing managers.
 

کلیدواژه‌ها [English]

  • Competency
  • Football
  • Sports Marketing
  • Questionnaire
  • Validation
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