Sport Management Studies

Construction and Validation of the Neuromarketing Questionnaire in Sport Clubs in the Northwest of the Country

Document Type : Research Paper

Authors

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

https://doi.org/10.22089/smrj.2019.6715.2392
Abstract
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.

Keywords

Neuromarketing
Team Sports
Exploratory and Confirmatory Factor Analysis
Sport Clubs

Subjects

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Sport Management Studies
Volume 11, Issue 56
September and October 2019
Pages 99-120

  • Receive Date 22 December 2018
  • Revise Date 27 January 2019
  • Accept Date 12 February 2019

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