Trade-offs in consumer choice become central to understanding how choice actually occurs. This study examines the trade-offs sport management students are willing to make in order to select the program of their choice. Sport management undergraduate students (N = 498) participated in a full-profile conjoint experiment asking them to rate 18 program-choice scenarios resulted from the factorial design of seven attributes and nineteen levels. Results at the aggregated level indicated that program environment was the most important attribute in choosing a sport management graduate program, followed by program reputation, graduate assistantship, cost/tuition, NCAA affiliation, program length, and location. Given these results, a sensitivity analysis illustrated that students were willing to make trade-offs among program characteristics, particularly pay more for a program with better reputation. Results from the current study are valuable and informative for sport management programs for setting market boundaries and selecting what to promote when advertising to attract prospective students.
Gonzalo A. Bravo, Doyeon Won and Mauricio Ferreira
Ian J. Connole, Jack C. Watson II, Vanessa R. Shannon, Craig Wrisberg, Edward Etzel and Christine Schimmel
This study used a consumer marketing approach to investigate the market for sport psychology positions in National Collegiate Athletic Association (NCAA) institutions. Athletic administrators’ (AA) preferences for various sport psychology positions were compared based on time commitment, affiliation, payment, services, and clients. Results indicated that AAs were most attracted to positions that included (a) part-time commitment, (b) athletic department employment, (c) payment via annual salary, (d) both performance and mental health related services, and (d) work with athletes, teams, and athletics staff members. Over two thirds of the 478 AAs sampled were interested in hiring a sport psychology professional to fill that position. It was concluded that the field of sport psychology collaborate across disciplines and emphasize multiple options for meeting the perceived needs of NCAA athletic departments.
Toby Woolway and Chris Harwood
Understanding the practitioner attributes that influence consumers’ preferences is of vital importance to licensing organizations and individual practitioners in the field of sport psychology (Hamberger & Iso-Ahola, 2006; Van Raalte, Brewer, Matheson & Brewer, 1996). This study examined consumer preferences toward three professional titles (sport psychologist, life coach, and neuro-linguistic programming practitioner) and a range of other practitioner characteristics, as well as the extent to which a brief intervention impacted these preferences. Following an assessment of current preferences among athletes (N = 229), researchers presented brief, educational vignettes formed of enhanced information regarding the three professions. Conjoint analysis was used to determine the relative importance of practitioner attributes pre- and postintervention. Interpersonal skills emerged as the most important attribute before intervention. Several significant, postintervention changes emerged in consumer preferences for practitioners, including an increased salience of professional title. The findings are discussed with an emphasis on implications for the training, professional development, and marketing of practitioners to potential clients.
Brianna L. Newland, Laurence Chalip and John L. Ivy
To determine whether athletes are confused about supplementation, this study examines the relative levels of adult runners’ and triathletes’ preferences for postexercise recovery drink attributes (price, fat, taste, scientific evidence, and endorsement by a celebrity athlete), and the ways those preferences segment. It then examines the effect of athlete characteristics on segment and drink choice. Only a plurality of athletes (40.6%) chose a carbohydrate-protein postexercise recovery drink (the optimal choice), despite the fact that they valued scientific evidence highly. Athletes disliked or were indifferent to endorsement by a celebrity athlete, moderately disliked fat, and slightly preferred better tasting products. Cluster analysis of part-worths from conjoint analysis identified six market segments, showing that athletes anchored on one or two product attributes when choosing among alternatives. Multinomial logistic regression revealed that media influence, hours trained, market segment, gender, and the athlete’s sport significantly predicted drink choice, and that segment partially mediated the effect of sport on drink choice. Findings demonstrate confusion among athletes when there are competing products that each claim to support their training.
Steve Amireault, John M. Baier and Jonathan R. Spencer
). Explicating physical activity preferences of community-dwelling Filipino elderly in urban and rural settings: A conjoint analysis . Educational Gerontology, 41 ( 4 ), 251 – 266 . doi:10.1080/03601277.2014.954492 10.1080/03601277.2014.954492 Delgado-Rodríguez , M. , & Llorca , J. ( 2004 ). Bias
Sarah Stokowski, Bo Li, Benjamin D. Goss, Shelby Hutchens and Megan Turk
conjoint analysis of the impact of higher fees on students applying for university in 2012 . Tertiary Education and Management, 18 ( 3 ), 199 – 220 . doi:10.1080/13583883.2012.657228 10.1080/13583883.2012.657228 Fleischman , G. , Stephenson , T. , Walker , K. , & Cook , K. ( 2017 ). Factors
Kerry E. Costello, Janie L. Astephen Wilson, William D. Stanish, Nathan Urquhart and Cheryl L. Hubley-Kozey
G . The relative importance of perceived doctor’s attitude on the decision to consult for symptomatic osteoarthritis: a choice-based conjoint analysis study . BMJ Open . 2015 ; 5 ( 10 ): e009625 . PubMed ID: 26503396 doi:10.1136/bmjopen-2015-009625 10.1136/bmjopen-2015-009625 18. Zhang Y , Niu
Beth A. Cianfrone, Jessica R. Braunstein-Minkove and Alyssa L. Tavormina
deals. Finally, daily-deal users could be studied through a conjoint analysis to determine preferences in purchasing. A theoretical model could be developed based on these studies that will allow research to develop in this dynamic area. Summary This study provides a foundation for future work in the
Christopher R. Barnhill, W. Andrew Czekanski and Adam G. Pfleegor
careers in sport management . Journal of Sport Management, 3 , 158 – 164 . doi:10.1123/jsm.3.2.158 10.1123/jsm.3.2.158 Bravo , G.A. , Won , D. , & Ferreira , M. ( 2009 ). Attributes, trade-offs and choice: A conjoint analysis of sport management programs . Sport Management Education Journal