نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی،کرج، ایران
2 استاد مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی،کرج، ایران
3 دانشیار مدیریت ورزشی، واحد کرج، دانشگاه آزاد اسلامی، کرج، ایران
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.
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
Construction and Validation of the Neuromarketing Questionnaire in Sport Clubs in the Northwest of the Country
نویسندگان [English]
- Hosein Mikaeili 1
- Mahvash Noorbakhsh 2
- Mehdi Kohandel 3
1 Ph.D. Student of Sports Management, Karaj branch, Islamic Azad University Karaj, Iran
2 Professor of Sport Management, Karaj branch, Islamic Azad University Karaj, Iran
3 Associate 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
- Andrija, J., & Monika Koller, Nick Lee, Laura Chamberlain, and Gerhard Ransmayr. (2013). Neuromarketing and consumer neuroscience: contributions to neurology. BMC Neurology 13(13):1-12
- Ariely, D., & Gregory, S. Berns. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience .11:284-92.
- Bakardjieva, E., & Kimmel, A. J. (2017). Neuromarketing research practices: Attitudes, ethics, and behavioral intentions. Ethics & Behavior, 27(3), 179-200.
- Barneys, E. L. (1928). Propaganda. USA: Horace Live right Inc.
- Boghosian, Z.h., Jozi, A. (2013). Neuromarketing 21 new ways to encourage customers to buy. Zarrin kelke aftab. Tehran. (Persian).
- Connell, G. (2011). Tracking the impact of neuroethics. Cortex.; 4: 1259-60.
- Dargi, P. (2013). Neuromarking; Theory and Application. Entesharat bazaryab. Tehran. (Persian).
- DuPlessis, E. (2011). The branded mind: What neuroscience really tells us about the puzzle of the brain and the brand. Kogan Page.
- Duchowski, A. T. (2007). Eye tracking methodology: Theory and practice.9, 271-373. Springer.
- Hammou, K. A., Galib, M. H., & Melloul, J. (2013). The Contributions of Neromarketing in Marketing Research. Journal of Management Research. 5(4), 95-3.
- Karmarkar, U. R., Shiv, B., & Knutson B. (2015). The neural and behavioral impact of price primacy on decision-making. Journal of Marketing Research.
- Kennrik, P., Plassmann, H., & Ahlert, D. (2013). Applications of functional magnetic resonance imaging for market research. Qualitative Market Research.
- Klincekova, S. (2016). Neuromarketing – research and prediction of the future. International Journal of Management Science and Business Administration.
- Koller, M. (2008). A future research agenda for mixed-method-designs in business research. International Journal of Business Research, 8 (4), 98- 140.
- Koc, E., & Boz, H. (2018). The role of psychophysiological and neuromarketing research. In Cape Town (Ed)., Case studies in the traditional food sector.
- Kotler, P. (2003). Marketing management. Massachusetts: Prentice-Hall, Englewood Cliffs.
- Krajnovic, A., Sikiric, D., & Jasic, D. (2012). Neuromarketing and customers’ free. Paper presented at the 13th International Conference Manageing Transformation whit Creativity, Budapest, Hungary, 22-24 November.
- Kuan, G., Morris, T., Kueh, Y. C., & Terry, P. C. (2018). Effects of relaxing and arousing music during imagery training on dart throwing performance, physiological arousal indices, and competitive state anxiety. & Frontiers in Psychology.
- Lai, C. F., Lai, Y. H., Hwang, R. H., & Huang, T. C. (2018). Physiological signals anticipatory computing for individual emotional state and creativity thinking. Computers in Human Behavior.
- Lewandowska, A., Borusiak, B., Dierks, C., Giungato, P., Jerzyk, E., Kurczewski, P., & Witczak, J. (2018). Neuro-marketing Tools for Assessing the Communication Effectiveness of Life Cycle Based Environmental Labelling—Procedure and Methodology. In Designing Sustainable Technologies, Products and Policies Springer, Cham.
- Mcdonald, George R., Milne, & Hong. (2015). Motivationalfactors for evaluating sport spectator and participant market. Sport Marketing Quarterly.
- Montague, R., Chiu P. (2007). For goodness' sake. Nature Neuroscience 10(2):137-8. doi:10.1038/nn0207-137.
- Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Symposium: Consumer Culture in Global Perspective.
- Park, K. S., Choi, H., Lee, K. J., Lee, J. Y., Ann, K. O., & Kim, E. J. (2011). Emotion recognition based on the asymmetric left and right activation. International Journal of Medicine and Medical Sciences.
- Plant, J. (2014). Step-by-step guide for data analysis using the SPSS Rescue Guide. (A. Rezaei, translator). Tabriz: Forouzesh Publications.
- Qasemi, W. (2011). Estimating Optimal Sample Size in Structural Equation Mdls and Assessing Its Sufficiency for Social Researchers: Iranian Journal of Soology: 12(4); 138-61.
- Raminfar, H. (2013). Quantitative research methods using structural equation. Available at: (https://www.academia.edu/2018).
- Rosta, A. (2011). A look at neural marketing and its applications in the tourism industry. The first international conference. Islamic Azad University of Roodehen Branch. (Persian).
- Saiedi, A. J., & Akbari, S. (2012). Research methods in medical sciences and health. Tehran: Jamenegar-Salemi Publication. (Persian).
- Suomala, J., Palokangas, L., Leminen, S., Westerlund, M., Heinonen, J., & Numminen, J. (2018). Neuromarketing: understand customers’ subconscious responses to marketing. Technology Innovation Management Review. December 2012, 12-21.
- Vlasceanu, S. (2014). Neuromarketing and evaluation of cognitive and emotional responses of consumers to marketing stimuli. Procedia - Social and Behavioral Sciences.
- Venkatraman, V. & Dimoka, A. Paviou, PA. Hampton, W. Bollinger, B. Hershfield HE. (2016). Predicting advertising success beyond traditional measures: new insights from neurophysiological methods and market response modelling. Journal of Marketing Research.
- Yoon, C., Gonzalez, R., Bechara, A., Berns, G. S., Dagher, A. A., Dubé, L. (2012). Decision neuroscience and consumer decision making. Marketing Letters, 23(2), 473–85.
- Zurawicki, L. (2013). Neuromarketing: Exploring the brain of the consumer. Heidelberg, Germany: Springer & Verlag Berlin.
)