Determination of Validity and Reliability of Questionnaire Regarding the Role of Advertising in Youth Attraction towards Taekwondo Schools Based on AIDA Model

Dolatyari, Esmail; Poorsoltani, Hosein

doi:10.22089/smrj.2017.909

Document Type : Research Paper

Authors

¹ M.Sc. of Sport Management, Payame Noor University of Karaj

² Assistant Professore of Sport Management, Payame Noor University of Karaj

https://doi.org/10.22089/smrj.2017.909

Abstract

The purpose of this study was to determin the validity and reliability of a questionnaire regarding the role of advertising in youth attraction towards Taekwondo schools based on AIDA model. The statistical population included 360 young boys (aged 12–18) engaged in Taekwondo in Zanjan, of which 186 people were recruited as statistical sample. Data was collected by a researcher-made questionnaire with 20 items and 4 components (attraction, interest, desire, and action) and was scored by a Likert-type 5-value scale. Ten academic specialists and sports experts approved the content and face validity of the questionnaire. The questionnaire reliability was determined by Cronbach’s alpha and factor analysis. The results showed that of four components of AIDA model, interest and attention components had the most and the least significant roles in youth attraction toward Taekwondo schools, respectively. Cronbach’s alpha coefficient showed that internal reliability of the questionnaire was 0.8 and that there was significant correlation between items and components. Based on these results, this questionnaire had an optimal internal reliability and goodness. Therefore, researchers can use this questionnaire in evaluating the role of advertisement in other sports.

Keywords

References

1. Afjeh, S. A., & Mansoorimoayed, F. (2012). Evaluating commercial advertisement related to Maskan Bank services. Promption & Revolution Management Quarterly, (47). 8 (20), 13-8 (Persian).

2. Ahadi, H., & Jamhari, F. (2013). Growth psychology: Teenage & adult (5^th ed). Qom: Ayande Derakhshan Publication, 10-1 (Persian).

3. Alipoor, M., & Kovaroei, M. (2010). Marketing & market management (with modern perspective) (1^st ed). Tehran: Mahkameh Publication, 66-8.

4. Amaldos, W., & He, Ch. (2010). Informative advertising. Journal of Marketing Research, 47(1), 146.

5. Amiri, A. (2008). Investigating TV ads on attracting non-profit account for Tejarat Bank. MA Dissertation, Shahid Beheshti University. (Persian).

6. Belch, G., & Belch, M. (1998). Advertising and promotion (4^th ed). Homewood; New York. 102.

7. Esmaeili, N., & Goodarzi, M. (2013). Ranking public relations tools based on AIDA

Model in industrial production sector through AHP method. Sport Management and Motor Sciences Researches,1 (1), 8-11. (Persian).

8. Fox, J. (2012). Taekwondo education (6^th ed). (M. Gholampoor, Trans). Qom: Sepehr Publication. 111-114, (Persian).

9. Hackley, C. (2005). Advertising and promotion: Communicating brands. London: SAGE‌, 2^nd publish, 36.

10. Hawkinz, D., Best, R., & Kani, K. (2006). Costumer behavior (Roosta & Bathaei). Tehran: Sargol Publication. 1^st publish, 45-6 (Persian).

11. Hoseini, S. Z., Hoseini, M. H., & Bagheri, S. M. (2011). TV ads on attracting customers based on AIDA model and delivering thizer. Journal of the Management`s Researches, 2(5), 23-5 (Persian).

12. How Kinz, D. (2007). Behavioral consumer analytical: Concepts &theories, cases & practices, marketing strategy. British Library Catalouging, Oxford University, 1^st publish, 174-‌6.

13. Jalilvand, M., Ranjbarian, B., & Fathi, S. (2011). The effect of word-of-moth advertisement on attracting foreign tourists in Isfahan. Geographical Researches Quarterly, 5 (12), 85-8 (Persian).

14. Kalantari, F. (2013). Investigating advertisement effects on attracting teenagers to

football school based on AIDA model. (Unpublished master dissertation). Tabriz University. (Persian).

15. Kavooskelasi, L. (2004). Investigating TV advertisements on teenagers. (Unpublished master dissertation). Islamic Azad University, Southern Tehran Branch, (Journalism). (Persian).

16. Khodadad Hoseini, A., Rosta, H., & KhaliliShojaei, V. (2010). Advertisement theory to practice (1^st ed). Tehran: Horofieh Publication, 56-7 (Persian).

17. Mackkay, A. (2005). The practice of Advertising (5^th ed). Australia: Elsevier Butter Worth- Sydney, 121- 2

18. Maleki, A (2004). Evaluating advertisement effectiveness on food industry (Kaleh industrial group) based on AIDA model. (Unpublished master dissertation). Tehran University. (Persian).

19. Mcdonough, J. (2003). Encyclopedia of advertising (1^st ed). New York: Taylor and Francis Group.

20. Mashayekh, A. (2009). Body comparison of self-imagination of Iranian national boy team in taekwondo with girl counterparts and soccer counterparts. (Unpublished master dissertation). Tehran University. (Persian).

21. Mohammadian, M. (2012). Advertisement management. Tehran: Horoofieh Publication‌, 1^St Publish, 101-5. (Persian).

22. Moosavian‌, A., Firoozian, A., & Farhangi, M. (2009). Investigating effectiveness of Iranian National Gas Co. to optimize consumption. Journal of Marketing Management, 4 (7), 19-23(Persian).

23. Motallebi, M., Alipoor, M., & Khodaverdi, Y. (2012). Investigating AIDA model applications on psychological and behavioral reaction of bank customers and delivering model. M.A Dissertation, Islamic Azad University, Zanjan Branch. (Persian).

24. Motallebi, M. GH. (2011). Investigating AIDA model application on bank costumers` mental & behavioral reactions in Zanjan and proposing a model. (Unpublished master dissertation). Islamic Azad University, Zanjan Branch. (Persian).

25. Nahidi, M., Mehrani, H., & Foruzandeh, L. (2010). Investigating effectiveness of advertising media and their ranking in costumers view in Akhavanjam Co. (Unpublished master dissertation). Payamenoor University, Golestan. (Persian).

26. Roosta, A., Venus, D., & Ebrahimi, A. (2012). Business management (16^th ed). Tehran: SAMT Publication, 30-2 (Persian).

27. Shokrgozar, S., & Heidarzadeh, K. (2012). The effect of advertisement and brand

Characteristic ‌on purchase decision. (Unpublished master dissertation). Islamic Azad University, Qazvin Branch. (Persian).

Sport Management Studies

Determination of Validity and Reliability of Questionnaire Regarding the Role of Advertising in Youth Attraction towards Taekwondo Schools Based on AIDA Model

References

References

Volume 8, Issue 40
January and February 2017
Pages 147-170

Determination of Validity and Reliability of Questionnaire Regarding the Role of Advertising in Youth Attraction towards Taekwondo Schools Based on AIDA Model

References

References

Volume 8, Issue 40January and February 2017Pages 147-170

Volume 8, Issue 40
January and February 2017
Pages 147-170