1دانشجوی دکتری مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی،کرج، ایران
2استاد مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی،کرج، ایران
3دانشیار مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
تاریخ دریافت: 01 دی 1397،
تاریخ بازنگری: 07 بهمن 1397،
تاریخ پذیرش: 23 بهمن 1397
چکیده
هدف از انجام پژوهش حاضر، ساخت و تعیین ساختار عاملی و پایایی پرسش‌نامة بازاریابی عصبی در خدمات باشگاه‌های ورزشی در شمال غرب کشور در سال 1397 بود. برای نیل به این هدف، با بررسی مستندات علمی و مقالات متعدد و هفت نفر از متخصصان نوروساینس و نُه نفر از متخصصان بازاریابی، به روش گلوله‌برفی درزمینة بازاریابی عصبی 87 گویه به‌دست آمدند. سپس، با نظرخواهی دوباره از اساتید مجرب درزمینة بازاریابی و بازاریابی ورزشی، پرسش‌نامه به 42 گویه تقلیل یافت. پس از طی مراحل کیفی، پرسش‌نامة مقدماتی برای تحلیل عامل اکتشافی، به روش خوشه‌ای تصادفی نسبتی بین 620 نفر از استفاده‌کنندگان از خدمات ورزشی باشگاه‌های ورزشی در مراکز چهار استان آذربایجان غربی، آذربایجان شرقی، اردبیل و کردستان در تابستان سال 98-1397 توزیع شد. پس از طی مراحل کمی و کیفی، پرسش‌نامة نهایی با 37 گویه و شش عامل جایگاه‌سازی، تحریک احساسات، نقش جمیع حواس، حس دیداری، ارتباطات و مزایا طراحی شد. تحلیل عاملی تأییدی برای پرسش‌نامة بازاریابی عصبی اجرا شد و برازش مدل با توجه به جذر برآورد خطای واریانس تقریب به‌دست 68/0 بدست آمد که نشان‌دهندة مناسب‌بودن برازش مدل است. این پژوهش به استخراج ابزار مناسبی برای بازاریابی عصبی در خدمات ورزشی منجر شد. برای سنجش افزایش فروش خدمات ورزشی باید از یک پرسش‌نامة قابل‌اعتماد استفاده کرد. پرسش‌نامة طراحی‌شده در این مطالعه می‌تواند ابزاری مناسب برای رعایت عوامل فروش و بازاریابی در خدمات ورزشی باشد.
Construction and Validation of the Neuromarketing Questionnaire in Sport Clubs in the Northwest of the Country
نویسندگان [English]
Hosein Mikaeili1؛ Mahvash Noorbakhsh2؛ Mehdi Kohandel3
1Ph.D. Student of Sports Management, Karaj branch, Islamic Azad University Karaj, Iran
2Professor of Sport Management, Karaj branch, Islamic Azad University Karaj, Iran
3Associate Professor of Sport Management, Karaj branch, Islamic Azad University Karaj, Iran
چکیده [English]
The purpose of this study was to construct and determine the factor structure and reliability of neuromarketing questionnaire in sport club services in the northwest of the country in 1397. To achieve this goal, scientific documentation, multiple essays, 7 neurosciences and 9 marketing experts, by the use of snow bullet in the field of neuromarketing 87 questions were found. Then, with a survey of experienced professors in the field of marketing the questionnaire lessens to 42 questions. After that, the questionnaire for analyzing exploratory factor was distributed among 620 people who utilized the sporting services of the team clubs in the centers of 4 provinces of Western Azerbaijan, East Azerbaijan, Ardebil and Kurdistan in the summer 1397-98. Then the final questionnaire was distributed among 620 of statistical sample by using of Relative random clustering method for analyzing confirmatory factor. Having passed through qualitative and quantity stages, the final questionnaire containing 37 questions with 6 factors named; positioning, stimulating emotions, the role of all senses, visiting sense, communication and advantages were designed. The confirmatory factor analysis was performed for the neuromarketing questionnaire and showed the model fitted to the root estimate of the variance was estimated to be 0.68, which indicates that the fit of the model is appropriate. This research led to the development of appropriate tools in sports services. In order to assess the increase in sales of sports services, a reliable questionnaire should be used.
کلیدواژه‌ها [English]
Neuromarketing, Team Sports, Exploratory and Confirmatory Factor Analysis, Sport Clubs
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