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									  A Marketing Research Study to Determine Female
Involvement and Usage of Technology in Both Sports
                    and Fitness


                                Prepared for:
                            Dr. John H. Summey
                                     &
     The College of Business of Southern Illinois University- Carbondale




                              Prepared by:
                           M.A.R.C.H. Research
                          Marketing Research Company




                              Marty Pokorney

                            Alexandra Idleman

                                Ryan Works

                             Cassie Cronenwett

                        Hillary Patton (Team Leader)

                                                                           1
April 5, 2010

Dr. John H. Summey
Southern Illinois University
Mail code: 4629
Carbondale, Il 62901

Dear Dr. John H. Summey:

As you requested in early January 2010, M.A.R.C.H. Research has completed the marketing research
analysis for female’s involvement and usage of technology in both sports and fitness. The final results
can be found in the report, “A Marketing Research Study to Determine Female Involvement and Usage
of Technology in Both Sports and Fitness.” Our report is based on 456 respondents with the age of 18
to 45.

The marketing analysis is fully described in the report. You will be able to use the result to look at all
aspects female sports fans and their involvement in sports and fitness along with their level of usage
via technology to access sports and fitness. Due to the wide variety of respondent’s demographics you
will be provided with a full range of results that will work to your advantage.

M.A.R.C.H. Research would like to thank you for giving us the opportunity to embark in this research
project. We guarantee you that the results in this report will be valuable to you, and your future
business plans. We wish you luck in the future and would welcome the opportunity to work with you
again.


Sincerely,


Marty Pokorney


Alexandra Idleman


Ryan Works


Cassie Cronenwett


Hillary Patton (Team Leader)



                                                                                                         2
Biographies

M.A.R.C.H. Research is made up of the five clever, strong-minded, and imaginative individuals. This
team stops at nothing to develop superb research designs by using the array of different backgrounds
that we come from. All members of this fantastic team share a passion of improving your company
with our innovative and meticulous research strategies.

Here is the starting lineup for M.A.R.C.H. Research:

    Marty Pokorrney, whose background consists of Marketing and leadership, brings a strong work
     ethic to M.A.R.C.H. Research. This allows him to motivate the team in order to complete tasks
     efficiently and effectively. Marty holds exceptional qualitative skills that are beneficial to us
     because they assist in many of the different aspects of this research project.
    Alexandra “Allie” Iddleman, has a background that consists of Marketing and Public Relations
     which brings forth creativity, innovative ideas, and style to the team. Her valuable assets have
     proven to be useful when solving problems. She also has been a member of various
     organizations which has contributed to her strong leadership skills.
    Ryan Works, who has a strong background in Marketing, possesses strong quantitative skills
     which have proved useful in statistical analysis. He also presents a unique way of thinking which
     has provided the team with a great advantage in producing and implementing the research
     design. He has proven himself to be a vital member of M.A.R.C.H. Research.
    Cassie Cronenwett, whose background also consists of Marketing and Public Relations, has a
     positive attitude and friendly personality. She is the definition of a team player for M.A.R.C.H.
     Research. She possesses strong communication skills and her ability to convey messages
     verbally and when written are priceless attributes.
    Hillary Patton has a strong background in Marketing, Paralegal Studies, and Advertising. She has
     assumed the role as the leader of M.A.R.C.H. Research. She has the ability to keep us focused
     and motivated while also striving for perfection. Her outstanding organizational skills have
     proven to be a valuable asset to our team. She also has a proficient knowledge of SPSS. Hillary’s
     drive to succeed inspires the rest of the team to do their best.




                                                                                                       3
                                    Table of Contents

Section Title

Executive Summary …………………………………………………………………………………………………………                          6-9

Introduction

      Purpose of Study …………………………………………………………………………………………………… 10

      Research Methodology …………………………………………………………………………………………. 11

      Demographic Analysis ……………………………………………………………………………………………. 12-15

Research Objective One: To determine female involvement
and their use of technology in sports. ……………………………………………………………………………… 16

      Sub-Objective One: Attitudes and Behaviors ………………………………………………………… 17-24

                Summary of Sub-Objective One: Attitudes and Behaviors ….……………………… 25-26

      Sub-Objective Two: Usage and Interactions ………………………………………………………….. 27-49

                Summary of Sub-Objective Two: Usage and Interactions …………………………… 50-51

Objective One Summary ………………………………………………………………………………………………….. 52-53

Research Objective Two: To determine female involvement
and their use of technology in fitness. ……………………………………………………………………………… 54

      Sub-Objective One: Attitudes and Behaviors ………………………………………………………….. 55-61

                Summary of Sub-Objective One: Attitudes and Behaviors …………………………… 62

      Sub-Objective Two: Usage and Interactions ……………………………………………………………              63-69

                Summary of Sub-Objective Two: Usage and Interactions …………………………….    70

Objective Two Summary ……………………………………………………………………………………………………                         71

Limitations …………………………………………………………………………………………………………………………                           72



                                                                                             4
Appendix
      Proposal ………………………………………………………………………………………………………………… 73-75

    Model ……………………………………………………………………………………………………………………. 76

    Suggestions for Improvement ……………………………………………………………………………….. 77

    Sampling Plan ………………………………………………………………………………………………………… 78

    Questionnaire ………………………………………………………………………………………………………… PDF on CD

    Summary Questionnaire ………………………………………………………………………………………… 79-101




                                                                       5
                                      Executive Summary

All of the statistics in the following report were obtained by sending out a survey to females to better
understand their views and feelings toward sports and fitness. The survey was sent to females that do
not attend Southern Illinois University- Carbondale. M.A.R.C.H Research has created the report by
using the respondent’s feedback and analyzing the results from the survey. The report has been
broken down into two main objectives with two sub-objectives for each.

Our first main objective is to determine female involvement and their use of technology in sports. The
focus of the objective will be to measure respondents’ interest and involvement in sports, which will be
researched in sub-objective one.

Sub-objective one is geared toward the attitudes and behaviors of the respondents and their
involvement in sports. This includes playing, watching, and following sports. The demographic analysis
that has been prepared will help guide the research by using frequency tables to track what types of
teams and players that the respondents follow. While researching further into sub-objective one,
M.A.R.C.H create weighted rank tables to find out respondents favorite sports to watch as well as their
favorite league’s to watch. Multiple Response frequencies had been run to obtain these results. Age
played the biggest role in comparison to other variables in sub-objective one to find out how
interested and how involved the respondents are in sports.

The focus of sub-objective two is set toward the connection to sports using technology. This includes
social networking sites, sports websites, and using devices such as Smartphone’s to track/follow sports.
Just as in sub-objective one, age had been weighed heavily on the usage of technology. Interesting
statistics can be seen in sub-objective two as crosstabulation tests and frequency tests show the many
forms of media that females are using to keep track of sports.

Research objective two was to determine female involvement and their use of technology in fitness.
The goal of this objective was to study attitudes and behaviors, which is the first sub-objective. Also,
usage and interactions were to be researched which is found the sub-objective two.

Attitudes and behaviors were used to look further into the involvement in fitness of the respondents.
Their interest was examined and compared using the Demographic Analysis that was prepared.
Frequency tests were run to show an overall interest in fitness, while crosstabs and multiple response
tests were run to get a better understanding of the respondents’ interest in fitness. Also, tests were
run to gain information on an approximate number of hours that respondents spend participating in
fitness activities.




                                                                                                           6
The conclusions we gathered for the first main objective:
Females find Football, Basketball, and Baseball to be the most enjoyable sports to watch.
     Football, Basketball, and Baseball lead in the most watched sports by females by a large
         amount. There was not any other sport that could compare to the popularity of these three
         sports.
     Not only were Football, Basketball, and Baseball picked as the top three sports but they were
         also the top three leagues preferred to watch. The National Football Association, Major League
         Baseball, and National Basketball Association all ranked above the other sports leagues.
Women prefer to watch higher levels of sports.
    Females have picked the responses of Professional, College, and Olympic as their top three
        choices
    The other variables of Local/high school and International sports had a much smaller popularity
        for the younger age groups but did have some popularity in the older age intervals.
Female’s top three sports to play differ from their top three sports to watch.
    As seen above Women prefer to watch Football, Basketball, and Baseball, but when it comes to
        physically playing the sports our respondents picked Basketball, Volleyball, and Softball.
    Basketball was the only sport that stayed the same between watching and playing sports.
Females enjoy watching sports from the comfort of their home.
    Watching sports at home was the top pick, but watching sports at a friend’s house should also
        be noticed even though the index was half of what it was to watch sports at home.
The preferred sports to watch by females are affected by age.
    Football being the most popular showed a pattern of increasing in popularity as the age
        intervals increased.
    Basketball being the second most popular sport to watch was increased through the second age
        interval of 25-34 and then dropped at the oldest age interval of 35-44
    Baseball which came in third for its popularity to be watched my females had a constant
        percentage through the age intervals of 18-24 and 25-34. At the ages of 35-44 there was a drop
        in responses.
Participation in sports by women is heavily affected by age.
    For the respondents who said they did participate in sports there was an obvious pattern of
        decreased responses as an increase an age.
    The exact opposite results were found for the respondents who said they do not participate in
        sports. The amount of responses increased with the increase in age.
The different forms of media used to access sports all had different responses and patterns when
compared to age.
    Websites had one of the highest percentages of responses. This is one of the few forms of
        media that stayed constant through each age interval.
    Social Networking sites were found to be popular for the younger respondents, 18-24. There
        was a dramatic drop of responses for ages 24-34 and 35-44.
    Newspapers had a constant percentage of responses for the first to age intervals but for the
        ages of 35-44 the amount of responses had a fairly large increase.
    Word of Mouth was another very popular response for forms of technology used to access
        sports was constant among age intervals.

                                                                                                      7
       When looking at the overall percentages of responses and not comparing to age Television was
        by far the most popular with a 90.1% response rate.
The female respondents who fall in the age group of 25-34 are the most likely to get updates about
sports.
     The majority of women do not receive updates on sports but the age group of 25-34 had the
        highest amount of responses for getting updates
     The middle age group ranked the highest in updates from email and RSS feeds compared to the
        other age intervals.
Respondents as a whole are using ESPN more than any other sports commentary website.
     Even though a lot of the websites were never visited by women, ESPN was the only website
        that had a large sum of women who went to site and different amounts of time.
     All of the other websites had a large amount of never visiting the site and a very small amount
        of responses for visiting the site at different time intervals.
Respondents as a whole are interacting with sports more on the social network Facebook.
     Facebook had the highest percentage of females who used the site to interact and
        communicate about sports
Different age intervals get updates on their cell phone or Smartphone about sports.
     For the response of never getting updates on cell phone or Smartphone there was an increase
        in percentage or responses as age increased
     When looking at the responses of getting updates 2-3 times a week the ages of 18-24 and 35-44
        were constant with a drop off in percentage for the middle age interval of 25-34
     A pattern of decrease in responses as age increases was found for the responses of daily sports
        updates to cell phone or Smartphone
The majority of women do not prefer to use chat rooms, forums, or online communities to
communicate about sports.
     Even though the majority of females preferred not to use these ways to communicate about
        sports the older age group had the highest percent of responses for females who do used chat
        rooms, forums, or online communities to communicate about sports.
There is an interest in a website about sports from a women’s perspective by the younger
respondents.
     The majority of respondents who had an interest in a women’s perspective website about
        sports fell between the ages of 18-24.
The amount of interest in fantasy sports leagues increases when a female only fantasy sports league is
introduced.
     This might be because there are a percentage of women who believe they are not treated as
        fairly as men when it comes to their opinions about sports.

The conclusions we gathered for the second main objective:
Respondents as a whole participate in physical- fitness activities.
    Over 80% of respondents participate in physical fitness activities
    The percentage of respondents who do participate decreases as the age intervals increase
There is a high interest in physical-fitness activities among females.


                                                                                                     8
       Over the majority of respondents as a whole said that they were either moderately, very, or
        extremely interested in physical-fitness activities.
An interesting pattern was found in the amount of time spent participating in physical-fitness activities
when compared to age and whether or not they were enrolled in college.
     For the range of 1-10 hours a week the percentage of responses increased with age
     For the range of 11-20 hours of participation a week the percentage of responses decreased
        with age
     The range of 1-10 hours of participation in physical fitness per week was higher for the
        respondents who were not enrolled in college.
     The range of 11-20 hours a week of participation was higher for those individuals who were in
        college.
Out of the respondents who use their Smartphone apps to manage their fitness programs fell between
the age groups of 25-34 and enrolled in college.
     The majority of respondents do not use their Smartphone apps to manage their fitness
        program.
The IPod, Smartphone and Wii were the most popular forms of technology incorporated into a
workout.
     The IPod and Smartphone were used most by the respondents who were in college. The
        amount of responses decreased with an increase in age intervals.
     Even though the Wii had an increase in response with an increase an age the responses were
        very similar for those enrolled or not enrolled in college.
     The response of other forms of technology was higher for non-college students.




                                                                                                        9
                                         Purpose of Study
         The M.A.R.C.H. Research group created this report in reply to Leslee Batson, creator of
Fantachicks.com. Ms. Batson asked for our assistance in order to gain a better understanding of
females’ interaction and use of technology in sports and fitness. Our research goal was to find out how
women are using and interacting with different types of technology for the sports interests and fitness
needs.

         In order to collect our sample of females interested in sports and fitness, we created and
distributed online surveys that are all females who are non-Southern Illinois University Carbondale
students. We selected these people, because Ms. Batson wanted a wide variety of respondents within
different age categories and backgrounds.

         After examining all of the possible results related to females and their interaction and usage of
technology with sports and fitness we have decided to break our study into two main objectives:

Objective One: To determine female involvement and their use of technology in sports.

Sub-Objective 1: Identify respondents’ interest and involvement in sports based on their attitudes and
behaviors. We will determine which age groups and education levels are concerned about or partake in
a variety of sports because of their interest in them.

Sub-Objective 2: Identify respondents’ interactions with sports via technology by answering the
questions how, what, when, and where non-SIU females are using technology to access sports.


Objective Two: To determine female involvement and their use of technology in fitness.

Sub-Objective 1: Identify the respondent’s interest in fitness in terms of their amount of engagement.
We will determine this by looking at their age, and whether or not they are a college student.

Sub-Objective 2: Identify how respondents’ incorporate technology into their fitness routine. As in the
first objective we will compare their demographics to how, what, when, and where the respondents
are using technology. In this sub-objective we will focus on females and their involvement in fitness
instead of sports.




                                                                                                         10
                                   Research Methodology

        The reason this research project was conducted was to discover the finding of the involvement
and use of technology for sports and fitness for females. This information was not known by our client
Leslie Baton, so M.A.R.C.H. Research took on the responsibility of getting a better understanding of all
the questions that our client had to help her business in their future marketing activities.




       We wrote a questionnaire based on the questions of concern from our clients request for our
services. We pre-tested the questionnaire and afterwards it was combined with the other student
group and rewritten as one questionnaire by Dr. John H Summey. The final questionnaire was
approved by Leslie Baton and then sent out to multiple non-SIU females to help us conduct our
research and reach our final results.




       Dr. John H. Summey used the completed questionnaire to produce an online version so that the
respondent would be directed to the Qualtrics website. After all respondents completed the survey,
the responses were downloaded directly into a SPSS database. All of our respondents and their
responses were analyzed to produce final results.




        We based all of the statistical tests on a 95% confidence interval. We ran a variety of test, which
include: Frequency Tests, Multiple Response Frequency Tests, Cross-Tabulation, Chi-Square, and One-
Anova. After conducting these tests, we then interpreted the data to be better understood by our
client and took those interpretations to draw a conclusion.




                                                                                                        11
                                      Demographic Analysis
Figure D-1 represents the age of the percentage of participants that finished the survey. We split our
ages into 4 intervals: 18-24, 25-34, 35-44, and 45 and above. As you can see the age group 45 and
above is not evaluated in the figure below or the remaining of the report because that age group did
not fall into our target market. The largest interval was the ages 18-24. The amount of respondents
decreased as the age intervals increased.


                                             Figure D-1

                                                 Age




                             18- 24                    25-34                    35-44




                                                                                                         12
Figure D-2 represents whether the participants of the survey were/ were not enrolled at a college or
university. The largest group was not currently enrolled at a college or university. The participants who
were currently enrolled at a college or university were only about 15% below the amount of non-
college participants.

                                              Figure D-2

                                    College Student- Yes or No




                                                                                                       13
Figure D-3 represnts the participants who anwered yes to being enrolled in a college or university and
their respective class. The percentage of respondents in each class increased all the way thru Senior
class and the dropped at the Graduate Level. The Senior Class had the highest percentage of
respodents with Graduate Students following by about 15% less. The Junior class was about 5% less
than Graduate students and the Sophmore class was about 5% less than the Junior Class. The
Freshman Class had the lowest percentage of respondents with the next highest class, sophmores
having more than double.

                                             Figure D-3

                                           Year in School




                                                                                                     14
Figure D-4 shows the percentage of race of the respondents who finished the survey. The majority of
the respondents were in the race category of White/ Caucasian. The race African American/ Black was
the 2nd largest group of race which was over 50% lower than the highest race category. All remaining
race categories were below 5%.

                                            Figure D-4

                                               Race




                                                                                                   15
                        Research Objective 1
        To determine female involvement and their use of technology in sports.

                           Research Sub- Objectives

   Attitudes and behaviors
   Usage and Interactions




                         Overview of Sub-Objectives

1. Attitudes and behaviors are used to determine how our respondents are involved in sports.
   This ranges from playing, watching and the following of different sports, players, and
   leagues. In our sub-objective one we will segment our respondent according to their
   respective demographics to obtain the segment of non-SIU females and determine how,
   what, when and where they are interacting with sports.

2. Usage and interactions pertain to our respondents interactions with sports via technology.
   We will determine what vehicle the respondents are using to learn, communicate, and
   follow sports and their preference of certain media (i.e. certain websites, magazines, phone
   applications, etc.) In our sub-objective two, we obtain the desired target sample by
   segmenting the respondents based upon their demographics and determine how, what,
   when and where non-SIU females are using technology to access sports.




                                                                                             16
                                                       Sub-Objective 1

                                             Attitudes and Behaviors toward Sports
                                                                           st
Note: weighted ranks are formed by taking the frequency of the 1 choice of the respondent and multiplying three, then
                             nd                                                         rd
taking the frequency of the 2 choice and multiplying them by two. Then multiplying the 3 choice responses by one. The
values are added to form a weighted rank and then made into an index value.

Table 1-1 shows a weighted rank of the entire sample of respondent’s top 3 favorite sports to watch.

The most popular sport to watch was football with a weighted index of one. The second most popular
sport to watch was basketball with a weighted index of .71, followed by baseball with a weighted index
of .56.

Table 1-1

Weighted ranking of Top 3 Sports to Watch
Note: The index statistic is not a percentage
Favorite sports to watch             1st      +         2nd            +        3rd           =   Total   Index
                                     Choice             Choice                  Choice
Football                                  324                162                         47         533              1.00
Basketball                                195                142                         42         379              0.71
Baseball                                  150                106                         45         301              0.56

** The following sports were also included in the weighted rank analysis but their index results were not significant enough to include
in our interpretation: Hockey (.2), Volleyball (.16), Gymnastics (.14), Soccer (.13), Tennis (.092), Softball (.09), Cheerleading (.09),
Swimming (.086), Figure Skating (.05), Golf (.04), Track and Field (.04), NASCAR (.04), Mixed Martial Arts (.04), Others- see below (.03),
Diving (.02), Boxing (.02), Cross Country (.01), Wrestling (.01), Lacrosse (.01), and Rugby (.002)

The other sports that the respondents included were: Bull Riding/ Rodeo, Cricket, Cycling, Dance, Equestrian, Off-Roading, and Ping-
Pong




                                                                                                                                       17
Table 1-2 is a weighted rank table for the top 3 favorite leagues of the entire sample of respondents.

 The National Football League is watched the most by females with a weighted rank index of 1. Major
League Baseball with an index of .75 was the second favorite league to watch. Finally the National
Basketball Association was ranked third with a weighted Index of .57. The number one choice is the
same for sports to watch and league to watch. Basketball is the second favorite sport to watch and the
third favorite league. Baseball is the third favorite sport to watch and the second favorite league. The
reason for the difference in the weighted rank may be due to the popularity or lack thereof of other
levels of the sports not included in the question.


Table 1-2

Ranking of Top 3 League’s to Watch
Note: the index statistic is not a percentage
League                                            1st Choice          2nd Choice          3rd Choice         Total   Index
National Football League                                   378                196                  40            614        1
Major League Baseball                                      258                164                  37            459     0.75
National Basketball Association                            189                112                  52            353     0.57

** The following leagues were also included in the weighted rank analysis but their index results were not significant enough to
include in our interpretation: National Hockey League (.32), Major League Soccer (.12), and Women’s National Basketball Association
(.08)




                                                                                                                                  18
Table 1-3 shows the different level of sports watched by the respondents. The percentages highlighted
in the table are calculated based on the number of respondents in the sample.

The most followed levels of sports were Professional with a percentage of 87.3 and College sports with
a percentage of 64.1 of total respondents. 41.8 percent of respondents follow Olympic level sports.
There was a dramatic decrease in the following of local and/or high school sports and international
sports to 23.8 percent and 10.5 percent respectively.


Table 1-3

Level of Sports Followed


                                                        Responses

                                                    N          Percent       Percent of Cases

Levels            Local or High School                   77          10.5%               23.8%

                  College                               207          28.2%               64.1%

                  Professional                          282          38.4%               87.3%

                  Olympic                               135          18.4%               41.8%

                  International                          34           4.6%               10.5%

Total                                                   735         100.0%             227.6%




                                                                                                    19
Figure 1-1 shows the gender of sports that women are following.

66.25 percent of the respondents follow men’s sports, 1.55 percent of the respondents follow
women’s sports and 32.2 percent follow both. There is a dramatic increase in the following of men’s
sports compared to women’s.



Figure 1-1

Gender of Sports Followed




                                                                                                      20
Table 1-4 is weighted rank table formed from asking the respondents to rank where they view sports
the most.

The respondent’s home was the top choice of the entire sample of respondents with a weighted index
of 1. Friend’s house was the second choice of the respondents with an index of .51. Bars are the third
choice of the entire sample with an index of .42. The fourth choice of the sample was to attend the
event live with an index of .3. There is a big drop in the frequency of watching sports at home to the
second choice of friends.

Table 1-4

Where Sports are Viewed

Locations                             1st Choice               2nd Choice               3rd Choice            Total          Index
Home                                            660                          88                 31                    779               1
Friend’s House                                  120                         226                 51                    397            0.51
Bars                                            105                         138                 68                    311            0.42
Attend Live Event                                51                         116                 67                    234             0.3

** The following locations were also included in the weighted rank analysis but their index results were not significant enough to
include in our interpretation: Restaurants (.1) and Gyms/ Fitness Centers (.03)

The other locations that respondents included in their responses were: Online Clips, Parent’s House, and Work




                                                                                                                                     21
Table 1-5 shows the weighted ranks of the responses when the respondents were asked to rank their
top 3 sports to play

Basketball was the most sport played by the entire sample of respondents with an index 1. Volleyball
was the second most popular sport to play with an index of .96, and softball was the third with an
index of .73. Basketball barely edged out volleyball in the weighted rank and more respondents
actually picked volleyball as their number one pick.


Table 1-5

Ranking of Top 3 Sports to Play

Favorite Sport to Play                   1st Choice                  2nd Choice          3rd Choice            Total   Index
Basketball                                              87                         60             17               164        1
Volleyball                                              96                         48             13               157     0.96
Softball                                                57                         48             14               119     0.73

** The following sports were also included in the weighted rank analysis but their index results were not significant enough to include
in our interpretation: Swimming (.59), Soccer (.61), Tennis (.41), Cheerleading (.31), Football (.3), Golf (.25), Mixed Martial Arts (.24),
Track and Field (.21), Cross Country (.13), Baseball (.12), Gymnastics (.12), NASCAR (.06), Hockey (.05), Lacrosse (.05), Diving (.03),
Boxing (.02), Wrestling (.02), Rugby (.01), and Figure Skating (0)

The other locations that respondents included in their responses were: Badminton, Bowling, Cycling, Darts, Drag Racing, Equestrian,
Field hockey, Professional Dancing, Racquetball, Roller Derby, and Snowboarding




                                                                                                                                        22
Table 1-6 shows the respondents top 3 sports to watch. The respondents are separated by their age.

Across the entire range of age, football was the most preferred sport with the tendency of popularity
rising as the age interval increases. The number of respondents watching football increases much more
dramatically between the age intervals of 18-24 and 25-34 from 30.2 percent to 40.8 percent. The
second preferred sport to watch was basketball, with a large drop off compared to the popularity of
football. Across the range of age basketball has a slight tendency to be viewed by respondents
between the ages of 18-24 and 25-34 rather than 35-44. The number of respondents for the age group
35-44 is comparatively smaller, at only 6 cases, than other categories and that must be taken into
account. The third choice was baseball with a slight drop in popularity from basketball. The third choice
of sport, baseball, had a low drop in popularity from basketball across the entire range of age. There is
not a lot of difference between the age intervals of 18-24 and 25-34. There is a slight drop from age
intervals 25-34 and 35-44, however once again the number of respondents must be taken into account
considering there is only 4 respondents.



Table 1-6

Ranking of Top 3 Sports to Watch Compared to Age


                                                                     What is your age?

                                                                     18-24             25-34            35-44             Total

Favorite         Football                      Count                 58                29               15                102
Sports to
Watch                                          % within Q3           30.2%             40.8%            41.7%

                 Basketball                    Count                 38                16               6                 60

                                               % within Q3           19.8%             22.5%            16.7%

                 Baseball                      Count                 29                11               4                 44

                                               % within Q3           15.1%             15.5%            11.1%

Percentages and totals are based on respondents.
a. Dichotomy group tabulated at value 1.

** Other sports were produced in this cross tabulation but did not have a percentage that was as relevant as the above sports.




                                                                                                                                  23
Table 1-7 shows whether or not the respondents are participating in sports. The responses were
separated by the respondent’s age.

62.5 percent of the respondents between the ages of 18-24 participate in sports. There is a slight drop
in the participation in sports to the ages of 25-34 to 59.2 percent. There is a greater drop to the
respondents between the ages of 35 and 44 to 44.4 percent. As age increases participation in sports
decreases. The rate at which participation decreases also increases as age increases.

Table 1-7

Participation in Sports Compared to Age


                                                             What is your age?

                                                             18-24      25-34     35-44      Total

Do you participate in sports Yes   Count                     120        42        16         178
activities?
                                   % within What is your age? 62.5%     59.2%     44.4%      59.5%

                            No     Count                     72         29        20         121

                                   % within What is your age? 37.5%     40.8%     55.6%      40.5%

Total                              Count                     192        71        36         299

                                   % within What is your age? 100.0%    100.0%    100.0%     100.0%




                                                                                                      24
                              Summary of Sub-Objective 1
For this sub-objective we are comparing the demographics of age to the attitudes and behaviors of
female sports fans. M.A.R.C.H Research has looked at multiple analyses and has been able to gain
valuable results.

Our research team decided that the best way to determine what sports females were watching and
playing was to run a weighted rank analysis. It was unanimous that the top 3 sports watched by
females were Football, Basketball and Baseball. Not only was this found when running the ranked
analysis of sports to watch but also through the most watched League weighted rank analysis. The
Index of these 3 sports/leagues all fell above .5 which shows the amount of respondents liking these
sports was a large amount. When analyzing the top 3 sports played by females, most of the results
were significantly different from the sports females watched. The only sport that was both a favorite to
watch and play by females was Basketball. Basketball scored the highest for female’s favorite sport to
play with Volleyball as a close second with an Index of .96. Softball was the third most played sports by
females. When comparing the watched sports to the played sports for females, it can be concluded
that besides from Basketball women do not watch the same sports as they play.

To further analyze what sports females are interacting with a frequency table for level of sports and a
bar graph for gender of sports was interpreted. In the frequency table, levels from local/ high school to
international were given to the respondents to see which they preferred. Percentages were compared
and the results showed that Professional sports were the most followed by females with a percentage
of 87.3. Females also followed College Sports which came in second and Olympics which came in third.
The other two levels of local/high school and International had much lower percentages of women
who followed them compared to the top three levels. The bar graph looked at what gender females
preferred to watch in sports. The respondents had the option to choose male, female, or both. Male
sports beat the other categories by a long hall with a percentage of 66.25; the option of both came in
second with a percentage 32.2. The categories of female sports were very low compared to the other
two variables. Female sports have a percentage of 1.548. When looking at this bar chart it is obvious
that females prefer to watch only male sports, with a smaller amount preferring a combination of both
male and female.

Another important subject that needed to be explained was where females were watching sports. To
get the appropriate results to this question a weighted rank table was produced with multiple
locations. Watching sports at home stood out among the rest with the second place to watch being a
friend’s house with an Index of .51. The location of Bars and Attending Live Events should also be
noticed with Bars having an Index of .42 and Attending Live Events Index of .3. All of these locations are
places where females prefer to watch sports and should be considered important. The locations of
Restaurants and Gyms were also evaluated in the weighted rank table but had a very low Index.

The last two tables that were examined in sub-objective one took a subject and compared it to age to
determine if a relationship existed. The first table looked at the top three sports to watch (Football,
Basketball, and Baseball) and compared them to age. Each sport produced different results. Football
being the most preferred sport had an increasing popularity when it came to age. Basketball, which

                                                                                                       25
was the second most preferred, had a dramatic difference in the age group of 18 to 34 when compared
to 35-44. The older age group had a comparatively smaller response rate. The third most preferred
sport to watch being Baseball did not have a major difference across age intervals. This table is very
valuable when trying to reach a certain age group of females. Each sport having a different result really
shows how important this crosstabulation is to the results. The second crosstabulation that was
analyzed was comparing the relationship between female participation in sports and their age. The
results show that the women participating in sports have a decreasing percentage as they get older.




                                                                                                      26
                                             Sub-Objective 2
                           Usage and Interaction of Technology with Sports
Table 1-8 shows what forms of media the respondents use to stay connected with sports compared to
the age of the respondent the statistics are not ranked they just show if the respondents use the form
of media or not.

The use of social networking decreases as age increases. Social networking sites are used by 45.8
percent of the respondents between the ages of 18 and 24. The use of social networking sites by the
respondents drops greatly by approximately 20 percent to the age intervals of 25-34 and 35-44.
However websites are used by about 55 percent of all the respondents across the entire age of range.
Television is used by 89.1 percent of respondents 18-24. The percentage increases slightly to 90.1
percent of respondents 25-34 and 94.4 percent for respondents between the ages 35 and 44. The
newspaper increases in use from approximately 41 percent for age intervals 18-24 and 25-34 to 52.8
percent for respondents between the ages of 35 and 44. The percentage of respondents who use word
of mouth to stay updated on sports between the ages of 18 and 24 is 56.8 percent. The use of word of
mouth decreases as age increases with a bigger drop to 47.9 percent for respondents between the
ages of 25 and 34 compared to dropping to 44.4 percent for respondents between the ages of 35-44.

Table 1-8
Crosstabulation- Forms of Media Used to Stay Connected with Sports Compared to Age

                                                           What is your age?

                                                   18-24        25-34          35-44        Total
       a
Form       None                      Count                 5            2              0            7

                                     % within Q3     2.6%          2.8%           .0%

           Social Networking sites   Count                 88           19             9        116

                                     % within Q3    45.8%         26.8%         25.0%

           Twitter                   Count                 41           9              3            53
                                     % within Q3    21.4%         12.7%          8.3%

           Websites                  Count            102               41             20       163

                                     % within Q3    53.1%         57.7%         55.6%

           Mobile (Apps)             Count                 57           20             8            85

                                     % within Q3    29.7%         28.2%         22.2%

           Television                Count            171               64             34       269

                                     % within Q3    89.1%         90.1%         94.4%

           Radio                     Count                 50           30             16           96

                                     % within Q3    26.0%         42.3%         44.4%

           Newspaper                 Count                 80           29             19       128
                                     % within Q3    41.7%         40.8%         52.8%



                                                                                                         27
                                                                  What is your Age

                                                         18-24         25-34         35-44        Total

            Magazine                  Count                      36            15            3            54

                                      % within Q3             18.8%      21.1%         8.3%

            Word of Mouth             Count                     109            34            16       159

                                      % within Q3             56.8%      47.9%        44.4%
Total                                 Count                     192            71            36       299


Table 1-9 shows the ratios of respondents using the various types of media. Each response option is
compared individually against the entire sample of respondents.

The responses with the top three frequencies are highlighted below. Television is by far the most
frequently used form of media with 90.1 percent of the respondents using it to stay connected with
sports. There is a huge drop to the second most frequently used media websites at 55 percent
followed by word of mouth at 52.2 percent and the usage of newspapers at 44.1 percent. Even though
the top 3 the most relevant other responses should be examined as they would be relevant ratios in
regard to a population.

Table 1-9

Frequencies- Forms of Media Used to Stay Connected with Sports

                                                  Responses

                                              N         Percent                        Percent of Cases
        a
$Form       None                                    8          .7%                                              2.5%

            Social Networking Sites               121         10.0%                                            37.6%
            Twitter                                53         4.4%                                             16.5%

            Websites                              177         14.6%                                            55.0%

            Mobile (Apps)                          89         7.3%                                             27.6%

            Television                            290         23.9%                                            90.1%

            Radio                                 105         8.6%                                             32.6%

            Newspaper                             142         11.7%                                            44.1%

            Magazines                              61         5.0%                                             18.9%

            Word of Mouth                         168         13.8%                                            52.2%
Total                                         1214        100.0%                                               377.0%




                                                                                                                    28
Table 1-10 shows how the respondents receive their sports updates. The respondents are grouped
according to the age interval they belong to.

Between about 73 and 80 percent of the entire range of age does not receive updates at all. The age
group that receives the most updates is between 25 and 34. 18.3 percent of 25-34 year olds receives
use emails for their updates on sports. 11.3 sign up for RSS feeds

Table 1-10

Crosstabulation: Updates compared to Age



                                                               What is Your Age?

                                                       18-24        25-34          35-44        Total

Updates      I do not get updates        Count             149              52             29           230

                                         % within Q3    79.7%         73.2%         80.6%

             Sign up for email updates   Count                 25           13             5             43

                                         % within Q3    13.4%         18.3%         13.9%

             Sign up for RSS feeds       Count                 19           8              3             30

                                         % within Q3    10.2%         11.3%          8.3%
Total                                    Count             187              71             36           294




                                                                                                              29
In Figures 1-2 through 1-9 bar charts are used to visually represent what web sites are used by the
respondents to stay updated with sports.

Most females did visit ESPN at some point when their preferred sport was in season. It was the most
popular website used by females. Even though the graph shows the highest percent as never, when
combining all of the other variables it can be seen that the majority of females have visited the site.
Over half of the respondents are visiting ESPN more than once a month.

Figures 1-3 through 1-6 show that Fox, CBS, Yahoo!, and NBC Sports had results that were very similar
to one another. Over half of the respondents never visited those websites in order to follow sports and
if they did visit those, few did on a daily basis. In figures 1-7 through 1-9 you can see International
Websites, Sports Blogs, and Fanatachicks had less than 15% of females visit them at all.

Figure 1-2

Bar Graph: Amount of time Accessing ESPN




                                                                                                          30
Figure 1-3

Bar Graph: Amount of time Accessing Fox Sports




Figure 1-4
Bar Graph: Amount of time Accessing CBS Sports




                                                 31
Figure 1-5

Bar Graph: Amount of time Accessing Yahoo for Sports




Figure 1-6

Bar Graph: Amount of time Accessing NBC Sports




                                                       32
Figure 1-7

Bar Graph: Amount of time Accessing International Websites




Figure 1-8

Bar Graph: Amount of time Accessing Sports Blog




                                                             33
Figure 1-9

Bar Graph: Amount of time Accessing Fantachicks.com




                                                      34
Figures 1-10 through 1-13 show the amount of time respondents spend related to sports on different
social networking sites using bar charts.

Figures 1-10 indicates that Facebook is the most preferred social networking site to reference sports
among females. A little over half of the respondents did say they use Facebook to engage in sports but
most of them do not use it very often. There is negative relationship between the amount of
respondents and how much they visit Facebook.

In Figure 1-11 and 1-12 it can be seen that MySpace and Foursquare have less than 5% of the
respondents use them in reference to sports. Figure 1-13 shows Twitter had 81% of respondents that
never use their site when referring to sports but out of the 19% that did use them to engage in sports,
6.5% did it daily.

Figure 1-10

Bar Graph: Amount of time Accessing Facebook




                                                                                                      35
Figure 1-11

Bar Graph: Amount of time Accessing MySpace




Figure 1-12

Bar Graph: Amount of time Accessing Twitter




                                              36
Figure 1-13

Bar Graph: Amount of time Accessing Foursquare




                                                 37
        Table 1-11 shows how often respondents use their cell phone or Smartphone to get sports updates
        when your sport(s) are in season.

        34.9% of the respondents between the ages of 18-24 never use their cell phone or smart phone to get
        sports updates. This percentage increases as age increases to 52.8% of respondents between the age
        of 35-44 never using cell phones or smart phones for sports updates. 17.2% of respondents between
        the ages of 18-24 use their cell phone and smart phone daily which is a large proportion relative to a
        population. Daily use of cell phones and Smartphone’s for updates decreases as age increases.

Table 1-11

Crosstabulation: Use of Cell or Smartphone to Get Updates Compared to Age

                                                                                            What is your age?

                                                                                    18-24        25-34          35-44        Total

How often do you use your     Never                    Count                            67               33             19         119
cell phone or Smartphone to                            % within What is your age?    34.9%         46.5%         52.8%        39.8%
get sports updates when       Less than Once a Month   Count                            20               7              3            30
your sport(s) is in season
                                                       % within What is your age?    10.4%          9.9%          8.3%        10.0%

                              Once a Month             Count                            12               4              2            18

                                                       % within What is your age?     6.3%          5.6%          5.6%            6.0%

                              2-3 Times a Month        Count                            22               5              1            28

                                                       % within What is your age?    11.5%          7.0%          2.8%            9.4%

                              Once a Week              Count                            12               3              2            17

                                                       % within What is your age?     6.3%          4.2%          5.6%            5.7%

                              2-3 Times a Week         Count                            26               8              5            39

                                                       % within What is your age?    13.5%         11.3%         13.9%        13.0%
                              Daily                    Count                            33               11             4            48

                                                       % within What is your age?    17.2%         15.5%         11.1%        16.1%
Total                                                  Count                           192               71             36         299

                                                       % within What is your age?   100.0%        100.0%        100.0%       100.0%




                                                                                                                             38
     Table 1-12 shows the relationship between how often the respondent participates in chat room
     discussions, forums, or online communities, and the age interval that they are a part of.

     Some key relationships have been highlighted in table 1-12 below. A general point to consider, is when
     looking at the age interval 35-44, there is only 36 total respondents. When using the data to make
     business decisions the proportion of respondents in each interval must be taken into account. As you
     can see the there was an increase in the percentage of people never participating in the various
     networking sites from the age intervals of 18-24 and 25-34, going from 75% to 83.1%. From the age
     intervals 25-34 and 35-44 there was a dramatic drop in the percent that never used the networking
     sites to 66.7%. Looking at daily use of networking sites, 8.3% of cases in the age interval 18-24 use the
     sites daily. Though this is a relatively low percentage, it is a viable market when considering a
     population. Also the trend seems to be that as age decreases the use of these sites increases so the
     market may continue to grow in the future.

     Table 1-12
     Crosstabulation: Participation in Chat Room Discussions, Forums, or Online Communities Compared to
     Age



                                                                          What is your age?

                                                                          18-24     25-34      35-44      Total

How often do you           Never                 Count                    144       59         24         227
participate in chat room
discussions, forums, or                          % within What is your    75.0%     83.1%      66.7%      75.9%
online communities?                              age?

                           Less than Once a Month Count                   22        4          6          32

                                                 % within What is your    11.5%     5.6%       16.7%      10.7%
                                                 age?

                           Once a Month          Count                    4         0          0          4

                                                 % within What is your    2.1%      .0%        .0%        1.3%
                                                 age?

                           2-3 Times a Month     Count                    3         3          2          8

                                                 % within What is your    1.6%      4.2%       5.6%       2.7%
                                                 age?



                                                                                                              39
                                                            What is Your Age?

                                                   18-24       25-34     35-44    Total

        Once a Week        Count                   2           1         1        4

                           % within What is your   1.0%        1.4%      2.8%     1.3%
                           age?

        2-3 Times a Week   Count                   1           0         1        2

                           % within What is your   .5%         .0%       2.8%     .7%
                           age?

        Daily              Count                   16          4         2        22

                           % within What is your   8.3%        5.6%      5.6%     7.4%
                           age?

Total                      Count                   192         71        36       299

                           % within What is your   100.0%      100.0%    100.0%   100.0%
                           age?




                                                                                      40
Figure 1-14 shows how often the respondents participate in chat room discussions, forums, or online
communities.

A high percentage of respondents at 76.09 never use them and 10.56% use them once a month. 7.1%
of the respondents use the sites daily and all the percentages in between are very low. The relationship
to be drawn from this is that most of the respondents are never using the sites, but if they are using
them, + they are using them daily. Though 7.14% is relatively low is a viable proportion when in
relation to an entire population.

Figure 1-14
Bar Graph: Participation in Chat Room Discussions, Forums, or Online Communities




                                                                                                      41
To find the relationship between the respondents’ age interval and how interested would you be in a
web site with sports commentary all from a women's perspective, a crosstabulation was run on the
data.

To find the relationship between the respondents’ age interval and how interested would you be in a
web site with sports commentary all from a women's perspective, a crosstabulation was run on the
data.

The relationship between age and how interested would you be in a web site with sports commentary
all from a women's perspective is at its highest in the age interval of 35-44 with a percentage of 41.7%
under the response of not interested. However, women in the age group of 18-24 show signs of great
interest in a website with sports commentary from a women’s perspective. 9.9 percent of females that
fall in the category show a strong interest in a prospective website that ranged from very interested to
extremely interested.

Table 1-13
Crosstabulation: Interest in Website with Sports Commentary from a Women’s Perspective Compared
to Age

                                                                                            What is your age?

                                                                                    18-24        25-34          35-44         Total

How interested would you       Not Interested          Count                            55               27             15            97
be in a web site with sports                           % within What is your age?    28.6%         38.0%         41.7%         32.4%
commentary all from a          Neutral                 Count                            49               21             7             77
women's perspective?
                                                       % within What is your age?    25.5%         29.6%         19.4%         25.8%

                               Slightly Interested     Count                            38               9              6             53

                                                       % within What is your age?    19.8%         12.7%         16.7%         17.7%

                               Moderately Interested   Count                            31               9              4             44

                                                       % within What is your age?    16.1%         12.7%         11.1%         14.7%

                               Very Interested         Count                            13               2              4             19

                                                       % within What is your age?     6.8%          2.8%         11.1%          6.4%

                               Extremely Interested    Count                                6            3              0             9

                                                       % within What is your age?     3.1%          4.2%           .0%          3.0%
Total                                                  Count                           192               71             36        299

                                                       % within What is your age?   100.0%        100.0%        100.0%        100.0%




                                                                                                                         42
The following tables show the frequencies of the respondents levels of interest in fantasy sports (table
1-15) as well as the relationship between their level of interest and their age (table 1-16) and whether
or not they are a college student (table 1-17).

Table 1-14 shows that 26.4% of the sample respondents are interested in Fantasy sports leagues. The
age group 18-24 is the group with the most interest in Fantasy leagues (table 1-15) and the level of
interest drops as our respondents grew older. When comparing respondents levels of interest to “are
you in college” in table 1-16, women that are in college are more interested in Fantasy sports leagues.
7.4% of collegiate females are very interested or extremely interested in fantasy sports.

Table 1-14
Frequencies: Level of Interest in Fantasy Sports
                                                               Responses
                                                                                   Percent of
                                                           N         Percent        Cases


Interest     Please indicate your level of                     211         63.9%          65.5%
             interest in fantasy sports
             leagues.-
             ..........................................I
             am:-Not Interested


             I am:-       Neutral                               34         10.3%          10.6%


             I am:-Slightly Interested                          39         11.8%          12.1%


             I am:-Moderately Interested                        27         8.2%             8.4%



             I am:-Very Interested                              12         3.6%             3.7%


             I am:-Extremely Interested                          7         2.1%             2.2%

Total                                                          330     100.0%           102.5%




                                                                                                      43
Table 1-15
Crosstabulation: Level of Interest in Fantasy Sports Compared to Age

                                                           What is your age?

                                                      1               2             3              Total

$indicate    Not Interested          Count                117              49             27            193

                                     % within Q3      60.9%           69.0%         75.0%

             Neutral                 Count                 21               8              3               32

                                     % within Q3      10.9%           11.3%             8.3%

             Slightly Interested     Count                 26               7              5               38

                                     % within Q3      13.5%           9.9%          13.9%

             Moderately Interested   Count                 20               6              1               27

                                     % within Q3      10.4%           8.5%              2.8%

             Very Interested         Count                  8               3              0               11

                                     % within Q3       4.2%           4.2%              .0%

             Extremely Interested    Count                  6               0              0               6

                                     % within Q3       3.1%               .0%           .0%
Total                                Count                192              71             36            299
Table 1-16
Crosstabulation: Level of Interest in Fantasy Sports Compared to College Student

                                                     Are you a college student?

                                                          Yes               No             Total

$indicate   Not Interested           Count                       80               130          210

                                     % within Q109         59.7%                69.9%

            Neutral                  Count                       18                16              34

                                     % within Q109         13.4%                 8.6%

            Slightly Interested      Count                       16                23              39

                                     % within Q109         11.9%                12.4%

            Moderately Interested    Count                       12                15              27

                                     % within Q109          9.0%                 8.1%

            Very Interested          Count                       5                  6              11

                                     % within Q109          3.7%                 3.2%

            Extremely Interested     Count                       5                  2               7

                                     % within Q109          3.7%                 1.1%
Total                                Count                      134               186          320


                                                                                                                44
Tables 1-17 through 1-19 show the interest of the respondents in a fantasy sports league for only
females. The responses were run to get ratios against the entire sample of respondents in table 1-17.
In table 1-18 the respondents are grouped on whether or they are enrolled in college. Table 1-19
separates the respondents based on their age.

Table 1-17 shows that 21.5 percent of the entire samples of respondents are on the positive side of the
neutral point when it comes to interest in female only fantasy leagues.

Table 1-18 shows that respondents that are college students are more interested in fantasy sports
teams than respondents not enrolled in college

Table 1-19 shows that 23.4% of respondents 18-24 are interested in a female only league. 23.9% of
women in age group 2(25-34) are interested in a female only fantasy league. The percentage of women
35-44 interested in female only fantasy leagues drops dramatically to 11.2 percent.

Table 1-17
Frequency: Interest in Fantasy Sports League for Only Females


                                  Frequency   Valid Percent


Valid     Not Interested                196            60.9


          Neutral                        57            17.7


          Slightly Interested            34            10.6


          Moderately Interested          20             6.2


          Very Interested                10             3.1


          Extremely Interested            5             1.6


          Total                         322           100.0

Missing   System                        134

Total                                   456




                                                                                                        45
Table 1-18

Crosstabulation: Interest in Fantasy Sports League for Only Females Compared to College Student
                                                                                Are you a college student?

                                                                                   Yes             No          Total

How interested would you   Not Interested          Count                                  72             122       194
be in a fantasy sports                             % within Are you a college        53.7%          65.6%       60.6%
league for only female                             student?
participants?
                           Neutral                 Count                                  30              27           57

                                                   % within Are you a college        22.4%          14.5%       17.8%
                                                   student?

                           Slightly Interested     Count                                  12              22           34

                                                   % within Are you a college          9.0%         11.8%       10.6%
                                                   student?

                           Moderately Interested   Count                                  11               9           20

                                                   % within Are you a college          8.2%             4.8%     6.3%
                                                   student?

                           Very Interested         Count                                  4                6           10

                                                   % within Are you a college          3.0%             3.2%     3.1%
                                                   student?

                           Extremely Interested    Count                                  5                0           5

                                                   % within Are you a college          3.7%             .0%      1.6%
                                                   student?
Total                                              Count                                 134             186       320

                                                   % within Are you a college       100.0%         100.0%      100.0%
                                                   student?




                                                                                                                 46
Table 1-19

Crosstabulation: Interest in Fantasy Sports League for Only Females Compared to Age

                                                                                      What is your age?

                                                                                 1           2             3          Total

How interested would you   Not Interested          Count                             111         45             26        182
be in a fantasy sports                             % within What is your age?   57.8%        63.4%        72.2%        60.9%
league for only female
                           Neutral                 Count                              36          9              6            51
participants?
                                                   % within What is your age?   18.8%        12.7%        16.7%        17.1%

                           Slightly Interested     Count                              21         10              2            33

                                                   % within What is your age?   10.9%        14.1%         5.6%        11.0%

                           Moderately Interested   Count                              13          5              1            19

                                                   % within What is your age?    6.8%         7.0%         2.8%         6.4%

                           Very Interested         Count                              7           1              1            9

                                                   % within What is your age?    3.6%         1.4%         2.8%         3.0%

                           Extremely Interested    Count                              4           1              0            5

                                                   % within What is your age?    2.1%         1.4%             .0%      1.7%
Total                                              Count                             192         71             36        299

                                                   % within What is your age?   100.0%      100.0%        100.0%      100.0%




                                                                                                                 47
Figure 1-15 below represents how women are treated in fantasy leagues compared to other males in
the league.

After analyzing the graph, it is shown that 12.112% of women that participate in fantasy leagues are
treated worse in comparison to the men that are also in the league. The graph shows that of the
women that participate, 9.938% are treated equally, while 2.485% are treated in a better manner.
These statistics can support the addition of female only fantasy sports leagues due to more than 12%
of women being treated worse in comparison to males in the league.

Figure 1-15

Bar Graph: How Females are Treated Compared to Men in Fantasy Sports Leagues




                                                                                                       48
           The profile analysis below compares the interest in a website with sports commentary all from a
           woman’s perspective and interest in a fantasy sports league for female only participants. Overall, the
           two questions that are compared in the profile analysis produced similar statistics. In the group
           statistics table below we can see a mean of 2.72 (Between Neutral and Slightly Interested) correlating
           to the website with commentary from a woman’s perspective. 2.72 is also the mean of collegiate
           females. While looking at the interest in female only fantasy league, we see a mean of 1.96, falling just
           below the neutral level of interest. The pattern to be seen below is that even though interest in the
           two questions is low, collegiate females show a stronger level of interest in female only fantasy leagues
           and websites with sports commentary all from a woman’s perspective.




                             Not             Neutral        Slightly      Moderately           Very            Extremely
                          Interested                      Interested      Interested        Interested         Interested

                          1              2               3                4                5               6
How interested would
 you be in a web site
     with sports         I….+….II….+….II….+….II….+….II….+….II….+….I
commentary all from a
women's perspective?




How interested would
  you be in a fantasy
sports league for only   I….+….II….+….II….+….II….+….II….+….II….+….I
 female participants?


           Key

           College Students

           Non College Students




                                                                                                                  49
                              Summary of Sub-Objective 2
In Sub-Objective 2 the usage and type of technology that females use to access sports was compared
to multiple variables and evaluated to help M.A.R.C.H. research draw a substantial amount of results.

The first subject that our research team addressed was the type of media that is used to access sports.
Television, websites, and word of mouth were the top 3 types of media that females use to interact
with sports. When we looked at these different forms of media compared to age, television and
websites had similar percentages across all age intervals but Social networking had a dramatic drop in
the 2nd and 3rdage interval. Newspapers and Word of Mouth also had a fairly high percentage of
respondents across all age intervals.

To address if and how the respondents are getting updates about sports a frequency table and
crosstabulation were interpreted. The frequency table shows that the majority (77.5%) of females do
not get updates on sports. The other variable of getting email updates (15.6%) and RSS updates
(10.2%) had a much lower popularity when compared to not getting updates.

The usage of the Internet has increased dramatically over the last decade and this is having affects on
all businesses. To help us understand how females are using the internet, the respondents were asked
to state their amount of use of different sports websites. Multiple bar graphs were run to demonstrate
the amount of respondents and their usage to each website. When comparing the graphs, ESPN was
seen as the most popular website. The amount of time spent at this websites by our respondents
varied. Most of the intervals of time spent were similar. When looking at the bar graphs of the other
websites they all have a similar trend. They all had a very high percentage of never being visited and
then dramatically decreased in visits as the time intervals increased.

Not only has the Internet been increasing in our society but in more specific terms Social Networking
Sites have attracted millions of individuals. Like the other websites compared above there was one
Social Networking Site that stood out among the rest when used for accessing sports. The most
popular was Facebook, while the other sites, MySpace, Twitter, and Foursquare had a very small
amount of respondents who used the sites for interacting with sports. When looking at our results it
can be seen that a lot of females do not use their social networking sites for sports commentary they
instead use it for other activities.

Another technology change that has occurred over the years is the technology used in cell phone and
Smartphone’s. Since most individuals keep their phones on them and use them frequently it is
important to see if and how much females are using their phones to access their favorite sports when
in season. Since Smartphone’s are a newer product we compared the usage to age through a
crosstabulation to determine the relationships. The respondents had to choose how much they used
their phones to get updates. In all but one of the variables the percentage of responses decreased as
the age intervals increased. The only variable that didn’t decrease with age but increased with the
response was never getting updates to your phone. This shows that no matter how much they are
using their phones for sports updates, the younger age groups of females are using it more often.

                                                                                                        50
So far we have talked about how females are using technology to interact with sports individually, it is
also important to see how the respondents are connecting with others about sports while using
technology. To examine this question we looked at participation and interest in chat rooms, forums,
female only websites, and fantasy leagues.

Let’s first look at participation in chat rooms, forums, etc. to see if this method is a way that females
like to communicate about sports. The top three choices were, in this order, Never, Less than Once a
Month, and Daily, with the percentages from each variable changing dramatically. In all of these
categories age did not make a difference on the use. A bar graph was also run to determine the
respondent’s answers individually. It showed that 76.09% of females never use chat rooms, forums,
etc. to communicate about sports. The next highest percentage was for the response less than Once a
Month, 10.56%. The third highest amount of use was daily with a percentage of 7.143%. It can be
concluded that over the majority of females do not prefer to use chat room, and forums to discuss
sports and the small amount that do are using the chat rooms, and forums either less than once a
month or daily.

The final concept for female communication and interaction of sports was fantasy leagues. We broke
the subject down into two parts. The first one examined their interest in fantasy leagues and the
second looked at what their interest would be for female only fantasy leagues. The interest in fantasy
leagues was fairly low but when the topic of female only fantasy leagues were addressed the interest
rose. The reasoning for this can be found in the bar graph that looks at how the females are compared
to males in fantasy leagues and there was group of respondents who felt they were not treated as well
as the men. Fantasy Leagues have a potential for female involvement especially if an all-women’s
league would be added.




                                                                                                        51
                                 Objective 1 Summary
To determine female’s involvement and use of technology in sports was our overall objective. To fully
answer this question we broke our objective into two sub-objectives: attitudes and behaviors, and
usage and interactions. Within both of these sub-objectives numerous tests were run to produce
results that would be great results for our client.

The first sub-objective was used to determine the sports our respondents were watching and playing
along with where and how much. Multiple analyses were run and results were produced. It can be
concluded that the majority of females prefer to watch Football, Basketball, and Baseball. We were
able to obtain these results from the two questions that looked at their top sports to watch and their
top sports leagues to watch.

After obtaining these results we took the question of which sports they liked to watch and looked at it
in a more general sense. Our research team thought it was important to not only find out what sports
they watched, but also find out what level and gender they were watching. Through our tests we were
able to determine that most females are watching Professional sports with College and Olympic sports
falling in second and third place. We were also able to see that majority of females prefer watching
male sports with a smaller percentage watching a combination of both male and female.

To get a further look into how females were watching sports we interpreted where they were watching
these sports. The majority of female respondents said they were watching these sports at home.
Watching at a friend’s house, bars, and attending live events should also be noted for their fairly high
percentages.

Our last and final subject that was examined in our sub-objective one was female participation in
sports. We asked them what sports they preferred to play and the top three was Basketball, Volleyball,
and Softball. We then compared participation to age and a decrease in participation was shown when
the age intervals were increasing. This concluded our results for female’s interest in sports to watch
and play as well as where and how many females were doing so.

Our sub-objective two was focused on the technology usage to access and communicate about sports
by our female respondents. Our team looked at what forms of media were used, and how they got
updates. The forms of media that stood out the most were television, websites, and word of mouth.
Social networking sites, radio and newspapers have a high enough percentage and should also be
noticed. When comparing this subject to age we were able to conclude that social networking sites and
twitter decreased when age increased and as with radio the percentage increased when age increased.
When interpreting how females received updates on sports most women said they did not get updates
with a small percent getting updates from email or RSS.

We then addressed sports websites and different social networking sites to see how much they used
them to communicate and get information about sports. ESPN was the top website viewed and
Facebook was the most used social networking site for accessing sports. All other websites and social

                                                                                                         52
networking had a large amount of respondents say that they never viewed those websites and a very
small percentage for all other amount of times.

To further examine technology use cell phones and smart phone usage was interpreted. We looked at
how often they were getting updates on their phones about sports. The top 3 uses of phones to get
updates were Never, 2-3 Times a Week, and Daily. We compared this amount of use to age and within
the Never variable it can be seen that the percentage increased when age increased, and with Daily use
the percentage decreased with the age intervals increasing.


Chat room, forums, etc, and Fantasy Leagues was the last subject to be addressed in Objective 1. We
found that females preferred to not use Chat rooms, or Fantasy Leagues to communicate with sports,
but when the questions of a female only website or fantasy league was introduced the interest level
increased. We ran a bar graph to help us better understand why our respondents would prefer female
only access to sports and this was because a percentage of women thought they were not treated as
well as male when it came to sports.

M.A.R.C.H. research has examined a lot of questions and concerns that our client had about the
relationship between females and sports and technology usage. We feel that through the above
information our client will be able to develop a successful marketing strategy to help better their
business now and prepare for the future.




** In the Summary Questionnaire can be found a list of Professional Team, College Teams, and Professional Athletes that
the female respondents have listed as their favorites.

                                                                                                                          53
                        Research Objective 2
        To determine female involvement and their use of technology in fitness.

                          Research Sub- Objectives

   Attitudes and behaviors
   Usage and Interactions




                        Overview of Sub-Objectives


1. Attitudes and behaviors are used to see how involved in fitness our respondents are. Their
   interest is examined and compared to their respective demographics to obtain the segment
   of non-SIU females and determine their involvement in fitness.

2. Usage and interactions shows our respondents use of technology when interacting with
   fitness. We will determine what type of technology females are using to engage in fitness.
   In our sub-objective two, we will determine the relationship between technology usage and
   their interaction with the respondents corresponding demographics.




                                                                                           54
                                              Sub-Objective 1
Table 2-1 shows if the respondents are interested in personal physical fitness or not. The table
separates the respondents according to their age. When the respondents were separated by whether
or not they are college students there were no significant difference in the answers of the two groups
and the table has been omitted.

The highlighted statistics in the table show that around 90 percent of the respondents across all age
intervals are interested in personal physical fitness. There is a slight decrease in the interest of personal
physical fitness as age increases.


Table 2-1
Crosstabulation: Interest in Personal-Physical Fitness Compared to Age

                                                                             What is your age?


                                                                     18-24        25-34          35-44        TOTAL


Are you interested in        Yes     Count                              214               85             42
personal-physical fitness?
                                     % within Are you interested      62.8%         24.9%         12.3%          341
                                     in personal-physical fitness?


                                     % within What is your age?       91.8%         89.5%         87.5%       100.0%


                             No      Count                                   19           10             6     90.7%


                                     % within Are you interested      54.3%         28.6%         17.1%           35
                                     in personal-physical fitness?


                                     % within What is your age?        8.2%         10.5%         12.5%       100.0%


Total                                Count                              233               95             48      376


                                     % within Are you interested      62.0%         25.3%         12.8%       100.0%
                                     in personal-physical fitness?


                                     % within What is your age?      100.0%        100.0%        100.0%       100.0%




                                                                                                                       55
           Table 2-2 shows how interested the respondents are in fitness. The scale is a 5 point scale with 1
           equaling not interested and 5 equaling extremely interested. Table 2-3 shows that we have a
           confidence level of 98.6 percent that the respondent’s level of interest in fitness has no significant
           association across the separate age intervals. The level of interest of sports was also tested with the
           respondents being separated by whether or not they are a college student. The interest levels did not
           show a significant association so the table was omitted.

           Table 2-2 had a high popularity of responses to moderately interested, very interested, and extremely
           interested. Each age group shows a strong level of interest in fitness. There is a pattern shown in the
           following table as age decreases the level of interest in fitness slightly increases. Overall the
           responses were very similar among all age intervals.



          Table 2-2
           Crosstabulation: Interest in Fitness Compared to Age

                                                                                             What is your age?


                                                                                     18-24        25-34          35-44        TOTAL


Please indicate your level of   Not Interested          Count                                1            0              0            1
interest in fitness.
                                                        % within What is your age?      .5%            .0%          .0%          .3%


                                Slightly Interested     Count                                18           8              4           30


                                                        % within What is your age?     8.4%          9.4%          9.5%         8.8%


                                                        Count                                72           30             17       119

                                Moderately Interested   % within What is your age?    33.6%         35.3%         40.5%        34.9%


                                Very Interested         Count                                84           34             15       133


                                                        % within What is your age?    39.3%         40.0%         35.7%        39.0%


                                Extremely Interested    Count                                39           13             6           58


                                                        % within What is your age?    18.2%         15.3%         14.3%        17.0%


Total                                                   Count                            214              85             42       341


                                                        % within What is your age?   100.0%        100.0%        100.0%        100.0%



                                                                                                                                56
Table 2-3

                                                     Asymp. Sig. (2-
                               Value        df           sided)

                                        a
Pearson Chi-Square              1.823            8                .986

Likelihood Ratio                 2.158           8                .976

Linear-by-Linear Association      .702           1                .402

N of Valid Cases                  341




                                                                         57
Table 2-4 shows how many hours the respondents spend per week participating in fitness activities
with respect to their age.

86.6 percent of the respondents between the ages of 25 and 34 participate in fitness activities for 1- 10
hours a week. 71.4 percent of the respondents between the age of 18 and 24 participate in fitness
activities for 1-10 hours a week and 20.7 percent participate in fitness activities 11-20 hours. A little
fewer than 90 percent of all respondents spend at least 1 hour a week participating in fitness activities.
There is slight increase in time spent on fitness within the ages of 18 and 24.
Table 2-4
Crosstabulation: Hours Spent per Week Participating in Fitness Activities Compared to Age

                                                                      What is your age?


                                                              18-24        25-34          35-44       Total


Hours                    0       Count                                1            1              0           2


                                 % within What is your age?      .5%          1.2%           .0%         .6%


                         1-10    Count                           145             71           37         253


                                 % within What is your age?    71.4%         86.6%         88.1%       77.4%


                         11-20   Count                            42               8              2           52


                                 % within What is your age?    20.7%          9.8%          4.8%       15.9%


                         21-30   Count                                7            2              1           10


                                 % within What is your age?     3.4%          2.4%          2.4%        3.1%


                         31-40   Count                                1            0              1           2


                                 % within What is your age?      .5%           .0%          2.4%         .6%


                         41-50   Count                                1            0              0           1


                                 % within What is your age?      .5%           .0%           .0%         .3%


                         51-60   Count                                3            0              1           4


                                 % within What is your age?     1.5%           .0%          2.4%        1.2%


                         61-70   Count                                3            0              0           3



                                                                                                                   58
                                         What is Your Age?


                                      18-24     25-34         35-44     Total


        % within What is your age?    1.5%        .0%          .0%       .9%


Total   Count                           203        82            42      327


        % within What is your age?   100.0%    100.0%        100.0%   100.0%




                                                                                59
Table 2-5 shows how many hours the respondents spend participating in fitness activities. The
respondents are separated by whether or not they are enrolled in college.

73.3 percent of the respondents that are enrolled in college participate in fitness activities
between 1 and 10 hours a week and 19.3 percent participate between 11 and 20 hours a
week. For respondents who are not enrolled in college the percentage of respondents who
participate in fitness activities for 1 to 10 hours rises to 81.6 percent. The percentage
decreases for respondents who are not enrolled in college who participate in fitness activities
for 11- 20 hours to 12.1 percent. College students in the sample spend slightly more time
participating in fitness activities than do respondents not enrolled in college.

Table 2-5
Crosstabulation: Hours Spent Per Week Participating in Fitness Activities Compared To College
                                         Student

                                                                      Are you a college student?


                                                                         Yes             No            Total


Approximately how many           0       Count                                   1                 1           2
hours per week do you
spend participating in fitness           % within Are you a college            .7%            .5%          .6%

activities?-Drag to how                  student?

many hours per week
                                 1-10    Count                                 110             168         278


                                         % within Are you a college        73.3%           81.6%        78.1%
                                         student?


                                 11-20   Count                                  29              25             54


                                         % within Are you a college        19.3%           12.1%        15.2%
                                         student?


                                 21-30   Count                                   6                 4           10


                                         % within Are you a college          4.0%             1.9%       2.8%
                                         student?


                                 31-40   Count                                   1                 2           3




                                                                                                                    60
                                             Are You a College Student?


                                                    Yes             No      Total


                % within Are you a college          .7%           1.0%       .8%
                student?


        41-50   Count                                  0             2         2


                % within Are you a college          .0%           1.0%       .6%
                student?


        51-60   Count                                  2             2         4


                % within Are you a college         1.3%           1.0%     1.1%
                student?


        61-70   Count                                  1             2         3


                % within Are you a college          .7%           1.0%       .8%
                student?


Total           Count                               150            206       356


                % within Are you a college       100.0%        100.0%     100.0%
                student?




                                                                                    61
                                 Sub-Objective 1 Summary

After stating that our research objective 2 was to determine female involvement and their use of
technology in fitness, M.A.R.C.H research developed sub-objective 1 which analyzed attitudes and
behaviors to see how involved in fitness the respondents were.

We began to run tests based on the feedback received from the respondents about their interests in
fitness and could see certain trends in their decisions. The first subject that we looked into was general
interest in fitness. After running a frequency test, it was shown that 90.7% of all respondents have an
interest in fitness. This statistic was a strong base for the research team to begin looking at factors such
as age, collegiate status, and time spent on fitness.

After running the frequency test that showed over a 90% interest in fitness, tests relating to the
respondents age were run to look further into the overall feedback. After analyzing a crosstab, it was
shown that age did not play a large factor in respondents interests in fitness. There is a wide range in
age between all respondents and the test did not prove that there was a distinct difference between
the variety of ages and their general interest in fitness.

While the previous tests that were run looked into general interest in fitness, analysis of participation
in fitness was the next subject to be studied. In our society today, it is easy to say that you have an
interest in fitness because of the many health benefits that it contains. However, having an interest in
fitness but not following through with participation is an obstacle that is seen far too often. The
statistics render that although the percentage of interest is extremely high, the level of participation in
fitness activities is shown to be lower.

Overall, it was found that over 75% of the respondents participate in fitness for at least one hour a
week! Although this is 15% lower than the percentage of interest in fitness, this is a strong statistic
showing that fitness plays a large role in the lives of the respondents. When comparing age to time
spent on participation in physical activities, an inverse relationship was shown. There was a slight
decrease in hours spent on fitness as age increases. While comparing fitness interest and age, tests
were also run to see if there was a difference between collegiate females and non-collegiate females.
Just as age did not have an impact on respondents interest in fitness, collegiate status was also not a
factor in participation of fitness activities.

The trends that were visible to M.A.R.C.H research were the high percentages of interest and
participation in activities as well as their time spent on fitness per week. As we sought out how
involved females are in fitness, we can see that most of the women that have an interest in physical
activity will follow through with their interest and become active. The statistics support the idea of
becoming active and leading a healthy lifestyle.


                                                                                                           62
                                                      Sub-Objective 2
        Table 2-6 shows if the respondents use apps to manage their fitness. The respondents are broken into
        age intervals.

        Table 2-6 shows that there is little difference between using Smartphone apps to manage fitness and
        age. However, you can see that a large portion of respondents, regardless of age, do not use
        Smartphone apps to manage fitness programs. The age group that uses apps the most is 25-34.

        Table 2-6
        Crosstabulation: Usage of Smartphone apps to manage fitness compared to Age


                                                                                       What is your age?


                                                                               18-24        25-34          35-44       TOTAL


Do you use any Smartphone No                      Count                           192               71         38         301
apps to manage your fitness
program?                                          % within What is your age?    89.7%         83.5%         90.5%       88.3%


                              Yes (Which ones?)   Count                                22           14             4       40


                                                  % within What is your age?    10.3%         16.5%          9.5%       11.7%


Total                                             Count                           214               85         42         341


                                                  % within What is your age?   100.0%        100.0%        100.0%      100.0%




                                                                                                                           63
We examined whether there was a relationship between the respondents using Smartphone apps to
manage their fitness programs and if they were a college student or not. A crosstabulation was run to
compare these variables.

As you can see in Table 2-7 the results were very similar whether the respondents were or were not
college students. Therefore there is no relationship between the use of Smartphone apps to manage
fitness and college students.

A Chi-Square test was also run to determine if there was a significant association between the two
variables. As you can see highlighted in table 2-9, a significance of .668 shows there is no statistical
difference.

Table 2-7
Crosstabulation: Usage of Smartphone apps to manage fitness compared to College Student



                                                                                 Are you a college student?


                                                                                    Yes             No


Do you use any Smartphone     No                  Count                                   137            191
apps to manage your fitness
program?                                          % within Are you a college          87.8%            89.3%
                                                  student?


                              Yes (Which ones?)   Count                                    19              23


                                                  % within Are you a college          12.2%            10.7%
                                                  student?

Total                                             Count                                   156            214


                                                  % within Are you a college         100.0%          100.0%
                                                  student?




                                                                                                                64
Table 2-8
Usage of Smartphone apps to manage fitness compared to College Student


                                                         Asymp. Sig. (2-     Exact Sig. (2-     Exact Sig. (1-
                                   Value        Df           sided)             sided)             sided)

                                            a
Pearson Chi-Square                   .184            1                .668

                        b
Continuity Correction                 .069           1                .793

Likelihood Ratio                      .183           1                .669

Fisher's Exact Test                                                                      .741               .394

Linear-by-Linear Association          .183           1                .669

N of Valid Cases                      370


a. 0 cells (.0%) have expected count less than 5. The minimum expected count is 17.71.

b. Computed only for a 2x2 table




                                                                                                                   65
Table 2-9 shows what kind of technology was incorporated in a workout and how it related to the
respondents age.

The respondents who incorporated iPods or MP3 players for music and Smartphone’s into their
workouts the most were between the ages of 18-24 at 78.5 percent. The amount used declines as age
increases to 65.9 percent for respondents 25-34 and 47.6 percent for respondents 35-44. Mobile
phones were used when working out approximately the same between the ages ranges 18-24 and 25-
34 but dramatically decreased in the age range of 35-44. The amount of respondents using the
Nintendo Wii in their workouts gradually increased as age increased. The respondents 18-24 use the
Wii 16.8 percent, 21.8 percent of the respondents 25-34 use the Wii and 28.6 percent of the
respondents 35-44 use the Wii in their workouts
Table 2-9
Crosstabulation: Technology Incorporated into Workout compared to Age


                                                               What is your age?


                                                       18-24        25-34          35-44        Total

        a
$tech       None                         Count                 27           13             13           53


                                         % within Q3    12.6%         15.3%         31.0%


            iPod (Not including music)   Count                 11           6              2            19


                                         % within Q3     5.1%          7.1%          4.8%


            iPod or MP3 (for Music)      Count            168               56             20       244


                                         % within Q3    78.5%         65.9%         47.6%


            Smartphone                   Count                 39           11             3            53


                                         % within Q3    18.2%         12.9%          7.1%


            Mobile Phone                 Count                 16           7              1            24


                                         % within Q3     7.5%          8.2%          2.4%


            Wii                          Count                 36           18             12           66


                                         % within Q3    16.8%         21.2%         28.6%


            Xbox                         Count                 11           3              3            17



                                                                                                             66
                                       What is Your Age?


                                    18-24      25-34       35-44   Total

                      % within Q3   5.1%       3.5%        7.1%


        Playstation   Count            5           2          0            7


                      % within Q3   2.3%       2.4%         .0%


        Nike Plus     Count            9           6          3        18


                      % within Q3   4.2%       7.1%        7.1%


        Other         Count           11           9          3        23


                      % within Q3   5.1%      10.6%        7.1%


Total                 Count          214          85         42       341




                                                                               67
Table 2-10 shows what technology respondents use in their workouts. The respondents were
separated based on being a college student or not.

According to Table 2-10, most respondents who did not use technology when working out were also
not college students. IPod use, not including music, and Nike Plus were very similar between college
and non-college students. However, more college students incorporated music via and iPod or MP3
player than non-college students. Smartphone’s and mobile phones were incorporated into workouts
more by college students. Wii had almost identical responses for both college and non-college
students. More non-college students specified that they used “other” technology almost three times as
much as college students.

Table 2-10
Crosstabulation: Technology Incorporated into Workout Compared to College Student


                                                         Are you a college student?


                                                            Yes             No            Total

        a
$tech       None                         Count                     15              47             62


                                         % within Q109          9.6%          22.0%


            iPod (Not including music)   Count                     10                 9           19


                                         % within Q109          6.4%             4.2%


            iPod or MP3 (for Music)      Count                    133             127         260


                                         % within Q109        85.3%           59.3%


            Smartphone                   Count                     32              24             56


                                         % within Q109        20.5%           11.2%


            Mobile Phone                 Count                     14              10             24


                                         % within Q109          9.0%             4.7%


            Wii                          Count                     29              40             69


                                         % within Q109        18.6%           18.7%




                                                                                                       68
                                                       Are You a College Student?


                                                              Yes             No    Total


           Xbox                        Count                     4            13      17


                                       % within Q109         2.6%           6.1%


           Playstation                 Count                     5             2       7


                                       % within Q109         3.2%            .9%


           Nike Plus                   Count                     8            10      18


                                       % within Q109         5.1%           4.7%


           Other                       Count                     6            20      26


                                       % within Q109         3.8%           9.3%


Total                                  Count                  156            214     370


Percentages and totals are based on respondents.

a. Group




                                                                                            69
                                Sub-Objective 2 Summary
In Sub-Objective 2 the usage of technology in a fitness program was examined. We compared our
variables to the demographics of age and whether or not our respondents were college students. After
looking at all of our results M.A.R.C.H. research was able to produce some valuable information for our
client.

We first examined the use of technology to help manage their fitness program. We took this question
and compared it to age. When the results were concluded it was shown that the majority of individuals
did not use their smart phones to manage their fitness program. No relationship or pattern was found
between the three different intervals against the use of smart phones to manage fitness programs. We
took the same variable and also compared it to whether or not our respondents were college students.
The same results were concluded as when the variable was compared to the demographic of age. It
can be concluded that the popularity of using a smart phone to manage a fitness program is at a low.

Our research team then looked at what type of technology was incorporated into our respondent’s
workout. We first compared this subject to 3 different age intervals. IPods or Mp3 players had a high
percentage of responses and were mostly used by females ages 18-24 this percentage decreased as
age increased. Mobile phones also had a fairly high percentage and should be noted. The first two age
intervals of 18-24 and 25-34 had a very close percentage but the last age interval 35-44 had a much
lower percentage of responses. The Wii should also be noted because of its interesting pattern. Out of
all of the technologies the Wii was the only one who had the most responses by the oldest age interval.

The type of technology incorporated in a workout was also compared to whether or not the
respondents were college students. We were able to determine that more college students used
technology in their workout then not college students. Out of all of the types of technology IPods and
Mp3s had the most dramatic difference between college students and non college students. The Wii
had the same percentage of responses for both college and non college students. Another interesting
pattern that should be noted is that the response of “other” had a higher percent with non college
students.

The use of technology in fitness is a very interesting subject. With the results found above and the
different analysis tests run our client should have valuable information to use in the promotion of her
website.




                                                                                                      70
                                   Objective 2 Summary

Our second objective was to determine female involvement and their use of technology in fitness. This
was broken down into two separate sub-objectives. Attitudes and behaviors were the focal point in
sub-objective one while usage and interactions in fitness were the focus in sub-objective two.

Attitudes and behaviors were based on involvement in fitness. Tests were run to obtain statistics on
how much interest our respondents had in fitness. The variables that were used while running tests
ranged from age, collegiate status, and approximate time spent on physical activities. After finding that
nearly all of the respondents show a general interest in fitness, further tests were run to find out if
their interest is taken into some participation in fitness.

After obtaining the results from these tests, patterns were located between the times spent
participating in fitness and age. It was shown that the first age group (18-24) spends more time
involved in fitness than any of the other age groups.

After analyzing this trend, statistics were shown that as age increases there was a slight decrease in
total time spent on fitness. Interest in fitness and participation in fitness were notable comparisons
because while most females had responded that they have a general interest in fitness, actual
participation levels were lower.

Female usage and interactions shows the use of technology when interacting with fitness. Different
types of technology can be used today to keep up to date with the latest fitness trends and our goal
was to find what forms of technology had been used by the respondents. Respondents in the 18-24
age groups were the most tech savvy, as this group was shown to incorporate MP3 players/iPod into
their fitness activities. The idea of listening to music/engaging in some form of technology while being
active is not a recent phenomenon (SONY walkman, portable CD players, etc.) but with the
introduction to the MP3 player/iPod, it can be seen that younger females are using this form of
technology while engaging in physical activity. A pattern shows that time spent on fitness (Sub-
objective 1) and age has an inverse relationship, as does technology being incorporated into fitness
and age. As our age groups became older, their use of technology while being engaged in fitness
dropped at a consistent rate. Nike Plus, a program to track fitness progress, was also a form of
technology that was favored within the first age group. This supports the idea that younger females are
more willing to engage themselves in new devices and programs than our older age groups.

M.A.R.C.H research has researched and analyzed integral points regarding female involvement and
their use of technology in fitness. We believe that we have brought our client valuable information to
be used to in the future by finding important patterns and trends that show how women are involved
in fitness, their interest levels, participation, and what types of technology used to interact with fitness.

                                                                                                          71
                                           Limitations
M.A.R.C.H. Research encountered several limitations when conducting our survey on female interest
and involvement in sports and fitness. These ranged from a limited sample size to difficulties analyzing
certain types of questions. We had several questions that gave the option to check all that apply. This
option was used multiple times and left us with limited amounts of variation in these types of data. The
fitness section of our survey left us with minimal amounts of relevant information because there were
not many questions on the survey pertaining to this subject. Therefore, we were unable to determine
which types of fitness the respondents were engaging in and how often they were incorporating
technology in their workouts. Although our survey touched on many different subjects, we were
unable to figure out why the respondents answered the way they did.

We also had limitations within our sample. We were limited in our sample selection because we could
only survey non-SIU students. This presented a challenge to our research group because the majority
of our peers are SIU students. Most respondents were from the southern Illinois area which led to
team and player bias.




                                                                                                     72
                                            Proposal
Introduction

This proposal has been created in response to a request from Leslie Batson; the founder and creator of
Fanatchicks.com. Through marketing research, we will determine the level of interest and the use of
technology by females between the ages of 18-44 have for sports and fitness. We will gain a better
understanding of which age groups watch what sports and what technology if any is used for their
activities. While the sports world is seen as predominately male dominated, the female involvement
has been growing in many ways; from playing, watching, and fantasy leagues. Our research team will
focus how females are engaging in sports and fitness activities and also using technology to keep up
with their teams and fitness productivity. This proposal is submitted by M.A.R.C.H. Research.

Background

Sports have always been seen as “the man’s world,” but over the years women have become more
involved in them to a new extreme. The involvement of sports and fitness in the females’ life is
increasing daily. As women fight to compete with men in the corporate world, they are also competing
in other areas like sports. Two decades ago it was rare for women to enjoy watching sports, let alone
playing different sporting events.

Today women are not only watching sports with men, but playing with and against them. As the
advancement of women in sports grows, we need to find out how to keep them involved and updated
with what is going on in the sports and fitness field.

The growth of technology has increased within the years and this has led to new mediums for people
to gain access to their favorite sports and teams. Numerous cell phone applications have been created
to keep track of progression in weight loss or weight management; these are increasingly becoming a
reliable way to watch you get closer to your goal. Many of these programs have been geared towards
women; the amount of applications is still growing monthly.

Questions of Concern

After corresponding with Leslie Batson, we have determined that she would like answers to the
following questions:
    1. How females in and out of college are using technology with sports and/or fitness?
           a. What sports are they communicating about?
           b. What teams are they communicating about?
           c. What athletes are they communicating about?
           d. Who are they communication with?
           e. How are they communicating?
                   i. Voice
                  ii. Text messages

                                                                                                    73
                 iii. Online forums
                 iv. Social networks W
                  v. Websites
          f. What devices are they using?
                   i. Phone – voice
                  ii. Smartphone – text messages
                 iii. Smartphone – applications
                 iv. Computers
          g. How do they consume sports?
                   i. Live game
                  ii. Watch of television
                 iii. Follow online
          h. When do they use each device to engage about sports?
                   i. When watching television
                  ii. While attending live events
                 iii. At a sports bar
          i. How much time do they spend using technology while engaging about sports?
   2. What do they do to work out or to stay active?
          a. Different types of sports
   3. In what ways do they incorporate technology into their workout?
                   i. Applications
                  ii. IPods

These two areas of concerns have been created for us to understand how women within our age range
are interested and engaging in sports and fitness. Also how women are using technology for sports and
fitness. Using these questions, M.A.R.C.H. Research can better understand how the sports works and
technology for sports and fitness is being utilized by women. Our findings will be given to Leslie Batson
for her website Fanatchicks.com.

Necessary Tasks

This proposal is focusing on the level of interest and the use of technology by women with sports and
fitness. In order to successfully complete this research, we must first identify the tasks that are
necessary in order to complete the goal that our team and client agreed upon.
    1. Create a target age group for the survey.
    2. Identify the sports fans and fitness users.
    3. Determine the level of interest in sports.
             a. Watching habits
             b. Involvement of sports
    4. Determine the use of technology with fitness and sports.
    5. Evaluate the levels of interest and technology use that the female respondents engage in on a
        frequent basis.



                                                                                                       74
Strategy and Proposed Methodology

   1. Develop a Marketing Research Strategy
      M.A.R.C.H. Research will develop a survey that will collect data from non-Southern Illinois
      University students between the ages of 18 to 44.
   2. Obtain Data through Online Survey
      This form of survey will make the process of collecting our data much faster and keep it at a
      minimal cost while providing us with accurate results from our respondents.
   3. Evaluation through Collected Data
      Upon completing of the surveys from our respondents, the M.A.R.C.H. Research team will
      conduct an analysis of the data that is collected. This will allow us to create a concise
      presentation answering the questions provided by our client, Leslie Batson.




                                                                                                      75
                                                                                       Fantachics.com

           Model                                                           Demographics


                                                                  Age                    Race

                                                                 College
                                                                 Student
                                                                         Year in
                                                                         School


                                                                   Sports                                                  Fitness

                                 Technology/                                                      Attitudes /      Technology/      Attitudes/
                                    Usage                                                         Behaviors           Usage         Behaviors
                                                                                                     Sports To
                   Sports          Social          Cell Phone.        Chat          Fantasy           Watch                             Interest
Media   Updates                                                                                                       Smartphone
                  Websites        Networks         Smartphon       Rooms, Etc.      League
                                                                                                      Sports to                        Amount of
                   How Often Do     How Often Do                        Amount of                      watch
                                                       Updates                         Interest                      Incorporated        Time
                     You Use         you Use for                         Usage
                                                                                                                     into Workout
                                       Sports
                                                                                                      Sports                           Types of
                                    Commentary          Usage                          Female
                    Hours in a                                          Prefer                        League                            Fitness
                                                        During                        Prefered                         Games/
                     Week                                              Women's                                       Applications
                                                        Games         Perspective                     Level of
                                                                                        How            Sport
                                                                                     Treated by
                                                                                        Male        Professional
                                                                                     Participants     Sports/
                                                                                                      Athletes

                                                                                                      College
                                                                                                      Sports


                                                                                                      Location


                                                                                                     Amount of
                                                                                                       Time

                                                                                                                                                   76
                                Suggested Improvements

M.A.R.C.H Research has numerous suggested improvements in order to allow this study to be as
accurate as possible. We used a convenience sampling plan which members of our team contacted
friends, family members, and peers who were females, non-SIU students, and interested in sports and
fitness. Although this was the most simplistic way for us to obtain data, we believe a more appropriate
sampling plan could be used in order to achieve a precise representation of the population. We
recommend that a simple random sampling method should be used. This would allow a more diverse
group of people to be surveyed and a more truthful representation of the population to be analyzed.

Although Likert scales were used in this questionnaire, they could have been used more frequently to
obtain the intensity of the respondent’s feelings toward a certain question. The focus on fitness was
much smaller than the focus of sports which we feel was not necessarily the correct choice. Women
that are involved in fitness are a very viable market, maybe even greater than women in sports, and
there should have been more questions addressing fitness. The sampling method used created two
problems with this survey, the first being the geographic limitations. The majority of the respondents
were from southern Illinois which created a false representation of the population. The second being
when the respondents were divided up by age intervals they were very disproportionate, which gives a
false representation of the population.




                                                                                                     77
                                         Sampling Plan
M.A.R.C.H. Research utilized a convenience sampling plan when gathering the data needed for our
research study. Each member of our team was responsible for gathering at least 11 respondents who
fit the demographics assigned to section 2 of MKTG 390. These respondents had to be females, non-
SIU students, and over the age of 18. They also were required to have an interest in sports or fitness to
complete the survey. By using a convenience sampling plan, we were able to survey friends, family,
and co-workers. We used an online surveying method through Qualtrics which allowed the
respondents easy access to our survey and for us to get clear and concise results.




                                                                                                       78
                                         Summary Questionnaire

Are you interested in professional and/or collegiate sports?

    Are you interested in professional and/or collegiate sports?


                                                         Cumulative
                           Frequency     Valid Percent    Percent


Valid        Yes                  325             78.7           78.7


             No                     88            21.3          100.0


             Total                413            100.0

Missing      System                 43

Total                             456




                                    Rate your level of interest in sports.

              Statistics                                                                              Frequency   Valid Percent

Rate your level of interest in                                      Valid     Not Interested                  3              .9
sports.
                                                                              Slightly Interested            35            10.8
N         Valid                  323
                                                                              Moderately Interested         120            37.2
          Missing                133
                                                                              Very Interested               112            34.7
Mean                             3.55

                                                                              Extremely Interested           53            16.4
Std. Deviation                   .922

                                                                              Total                         323          100.0

                                                                    Missing   System                        133

                                                                    Total                                   456




                                                                                                                        79
Rank your favorite sports to watch by typing in 1 for your most favorite, 2 for your
second, and 3 for your third. (Please select at least one but no more than three.)


Favorite sports to watch             1st      +         2nd            +    3rd           =    Total      Index
                                     Choice             Choice              Choice
Football                                  324                162                     47            533               1.00
Basketball                                195                142                     42            379               0.71
Baseball                                  150                106                     45            301               0.56

** The following sports were also included in the weighted rank analysis but their index results were not significant enough to include
in our interpretation: Hockey (.2), Volleyball (.16), Gymnastics (.14), Soccer (.13), Tennis (.092), Softball (.09), Cheerleading (.09),
Swimming (.086), Figure Skating (.05), Golf (.04), Track and Field (.04), NASCAR (.04), Mixed Martial Arts (.04), Others- see below (.03),
Diving (.02), Boxing (.02), Cross Country (.01), Wrestling (.01), Lacrosse (.01), and Rugby (.002)

The other sports that the respondents included were: Bull Riding/ Rodeo, Cricket, Cycling, Dance, Equestrian, Off-Roading, and Ping-
Pong



Please rank your favorite professional sports organizations to watch by typing 1
for your most favorite, 2 for your second, and 3 for your third. (Please select no
more than three. If none, go to the next question.)

League                                              1st Choice             2nd Choice         3rd Choice          Total   Index
National Football League                                     378                   196                 40             614        1
Major League Baseball                                        258                   164                 37             459     0.75
National Basketball Association                              189                   112                 52             353     0.57

** The following leagues were also included in the weighted rank analysis but their index results were not significant enough to
include in our interpretation: National Hockey League (.32), Major League Soccer (.12), and Women’s National Basketball Association
(.08)




                                                                                                                                       80
Which categories of sports do you follow? (Check all that apply.)
                                         Frequencies

                                                    Responses
                                                                        Percent of
                                                   N          Percent    Cases


Category           Local or High School                  77     10.5%         23.8%


                   College                             207      28.2%         64.1%


                   Professional                        282      38.4%         87.3%


                   Olympic                             135      18.4%         41.8%


                   International                         34      4.6%         10.5%

Total                                                  735     100.0%        227.6%


a. Dichotomy group tabulated at value 1.



What gender category of sports do you follow?
What gender category of sports do you follow?

                         Frequency       Valid Percent


Valid      Men's                   214            66.3


           Women's                  5              1.5


           Both                    104            32.2


           Total                   323           100.0

Missing System                     133

Total                              456




                                                                                      81
Which professional sports team(s) do you follow?

                                          Frequencies

                                                       Responses                  Percent of
                                                     N           Percent             Cases

 Team          Chicago Bears                             161        40.5%                  64.4%

               Chicago White Socks                        48        12.1%                  19.2%

               Chicago Cubs                              121        30.4%                  48.4%

               Cardinals                                  68        17.1%                  27.2%
 Total                                                   398       100.0%                159.2%

a. Group
                                         Other (Who?)

                                                                                        Cumulative
                               Frequency         Percent        Valid Percent             Percent

 Valid         1                         138             30.3              100.0                  100.0
 Missing       System                    318             69.7

 Total                                   456          100.0




Professional Sports Teams                                                                 Numbers of Respondents
Chicago Blackhawks                                                                        12

Green Bay Packers                                                                                                                                       11

Chicago Bulls                                                                                                                                           10

Dallas- Cowboys                                                                                                                                           6

***Other Professional Sports Teams: Anaheim Angels (1), Atlanta- Braves (2) Hawks (1) Thrashers (1), Baltimore Ravens (1), Boston- Breakers (1) Celtics
(1), Chicago Fire (1), Cleveland- Tigers (1) Indians (1), Dallas- Mavericks (2) Stars (1), Denver- Broncos (2) Nuggets(1), Detroit Red Wings (1), Florida
Gators (1), Houston- Astros (2) Rockets (2), Indianapolis Colts (3), Jacksonville Jaguars (1), Kansas City- Chiefs (2) Royals (2), Los Angeles- Dodgers (2)
Lakers (2), Manchester United (1), Memphis Grizzlies (1), Miami- Dolphins (1) Heat (4), Milwaukee- Brewers (2) Admirals (1), New England Patriots (1),
New Orland’s Saints (2), New York Giants (10, Orlando Magic (2), Phil Eagles (2), Phoenix Suns (1), Pittsburg Steelers (3), Premiership Soccer (1), San
Antonia Spurs (1), San Diego Chargers (1), Seattle Seahawks (1), St. Louis- Blues (3) Rams (2), Tampa Bay- Buccaneers (2) Lightings (1), Tuscan Padres (1)




                                                                                                                                                       82
Which college team(s) do you follow? (Please name college or university and the
sport)

College/ Sport                                                                                               Number of Responses
University of Illinois – Football                                                                                                      42
University of Illinois - Basketball                                                                                                    35
Southern Illinois University - Basketball                                                                                              28


Southern Illinois University - Football                                                                                                19


Notre Dame – Football                                                                                                                  14
Duke – Basketball                                                                                                                      11
UNC – Basketball                                                                                                                       11
*** Other College Teams/Sports: Alabama A&M University (1), Arizona- Basketball (2) Football (2), Auburn- Football (2), Austin Peay
State- Basketball (1) Girls Golf (1), Baylor University- Women's Basketball (1), Boston College- Basketball (1) Football (1), Bradley
University- Basketball (2) Softball(1), Butler University- Basketball (2), De Paul- Basketball (1) Soccer (1), Florida- Basketball (2) Football
(6) Swimming (1), FSU- Basketball (2) Cycling (1) Football (1) Softball (2), Georgetown- Basketball (1), Georgia- Football (3) Gymnastics
(1), Illinois State University- Football (2) Basketball (5), Indiana University- Basketball (1) Soccer (1), Iowa- Football (8) Gymnastics (1),
Iowa State- Track (1), Kansas- Basketball (4) Football (1), Kentucky- Basketball (8) Football (2), Knox College- Baseball (1) Basketball (2)
Football (2), Lincoln College- Softball (1) Volleyball (1), LSU- Football (2), Marquette- Basketball (4), Michigan State- Basketball (1),
Missouri State- Basketball (1) Swimming (1), Mizzou- Basketball (1) Football (1), Monmouth- Basketball (1) Football (1), Murray State
University- Basketball (1), Nebraska- Football (1), NIU- Football (3), Northwestern- Football (1), Notre Dame- Basketball (3), NWIU-
Basketball (2) Lacrosse (1), Ohio State- Basketball (1) Football (4), Oklahoma University- Football (1), Pen State- Football (2) Men's
Basketball (1) Volleyball (3), Purdue- Basketball (5) Football (2), Rice University (1), Saint Louis University- Horseback Riding (1), San
Diego State-Basketball (1), Southeast Missouri State- Baseball (7) Football (1), Southern California- Swimming (1), Southern Illinois
University- Baseball (3) Swimming (5) Tennis (2) Volleyball (1) Women's Basketball (1), Syracuse- Basketball (2) Football (1) Lacrosse (1),
TCU- Football (1), Texas- Football (3), Texas A&M- Basketball (1) Football (4), U. Penn- Track (1), UConn- Women's Basketball (1),
University of Illinois- Men's Tennis (1) Gymnastics (1) Volleyball (1) Women's Tennis (1) Wrestling (1) , UND (1), University of Miami-
Football (2), University of Northern Iowa- Basketball (1), University of Alabama- Football (1), University of Cincinnati- Basketball (1),
University of Connecticut- Women's Basketball (3), University of Denver- Hockey (2), University of Michigan- Basketball (2) Football (7),
University of Montana- Football (1), University of South Florida- Football (1), University of Southern California- Football (1), University
of Tennessee- Basketball (2) Football (2), University of Texas- Basketball (1) Football (1), University of Vermont- Hockey (1), University of
Virginia- Basketball (2), VCU- Basketball (1), Virginia Tech- Basketball (1) Cycling (1) Football (2), West Virginia Wesleyan- Soccer (1)
Tennis (1) Basketball (4), Wisconsin- Football (3) Hockey (1) Basketball (1), WIU- Football (1), Wright State- Softball (1)




                                                                                                                                            83
Which professional athlete(s) do you follow?

Professional Athletes                                                                             Number of Responses

Albert Pujoles                                                                                                              13

Brian Urchalcer                                                                                                             11

Derek Rose                                                                                                                  13

Derrick Rose                                                                                                                20

Kobe Bryant                                                                                                                 16

Lebron James                                                                                                                17

**Other Athlete Responses: Aaron Rodgers (8), Adam Wainwright (4), Adrian Peterson (3), AJ Hawk (1), Alex Rodriguez (1), Alfonso
Soriano (1), Andre Smith (1), Andy Ruddick (1), Ashley Force (1), Ben Roethlisberger (2), Betty Lennox (1), Blake Griffin (2), Bobby Labonte
(1), Brandon Jacobs (1), Brett Favre (2), Brooks Conrad (1), Cal Ripken (1), Candace Parker (2), Carlos Boccanegra (1), Carlos Boozer (3),
Carmello Anthony (5), CC Sabathia (1), Cesar Cielo (2), Chad Ochocinco (5) Charles Woodson (1), Chauncey Billups (1), Chipper Jones (1),
Chris Bosh (2), Chris Johnson (1), Chris Paul (1), Christiano Ronaldo (3), Clay Mattews (3), Dale Earnhardt Jr. (1), Dallas Clark (1), Danica
Patrick (1), Daron Williams (1), David Beckham (1), David Freese (1), Dee Brown (1) De Marcus Ware (1), Denny Hamlin (1), Derek Brown
(1), Derek Jeter (1), Derek Lee (1), Deron Williams (3), Devin Hester (3), Dez Bryant (1), Dirk Nowitzki (1), Donald Driver (1), Drew Brees
(2), Duncan Keith (2), Dwayne Wade (9), Dwight Howard (5), Eli Manning (2), Eric Berry (1), Fernado Torres (1), Fordan Hayward (1), Hines
Ward (2), Ian Thorpe (1), Jaime Mc Murray (1), Jalen Rose (1), Jason Kidd (1), Jason Terry (1), Jay Culter (4), Jeff Burton (1), Jenni Finch (1),
Jerlin Rose (1), Jim Edmonds (1), Jimmy Johnson (1), JJ Redick (1), Jakim Noah (4), Jonathon Toews (5), Johnny Knox (1), Jordy Nelson (1),
Josh Smith (1), Julius Peppers (1), Kareem Jackson (1), Katie Smith (1), Kerry Wood (1), Kevin Durant (2), Kevin Garnett (2), Kevin Harvick
(2), Kim Clisters (1), Kristin Lily (1), Ladamion Tomlinson (1), Lamar Odom (6), Landon Donovan (1), Laynce Nix (1), Leisel Jones (1), Lionel
Messi (1), Lisa Leslie (2), LofaTatupu (1), Mairon Barber (1), Mark Martin (1), Mark Sanchez (1), mark Stuart (1), Matt Barnes (1), Matt
Holliday (2), Maurice Jones-Drew (1), Maya Moore (1), Michael Jordan (1), Michael Phelps (7), Micheal Johnson (1), Michelle Quan (1),
Mike Bibby (1), Mike VIck (1), Miles Austin (1), Misty May (1), NastiaLiukin (1), Nick Rimando (1), OJ Mayo (1), Patrick Kane (7), Patrick
Sharp (3), Pau Gason (2), Paul Pierce (1), Payton manning (6), Rafael Nadal (7), RajonRondon (2), Randy Ramirez (1), Randy Wells (1), Ray
Lewis (1), Reed Johnson (1), Reggie Bush (6), Richardo Kaka (1), Ricky Williams (1), Robbie Gould (1), RodrigueBeaubois (1), Roger Federer
(1), Rudy Gay (1), Russel Westbrook (2), Ryan Grant (1), Ryan Lotche (2), Sam Bradford (1), Sam Young (1), Sean White (1), Serena
Williams (3), Sergio Ramos (1), Sheryl Swoopes (1), Steve Nash (4), Terrell Owens (1), Thaddeus Young (1), Thierry Henri (1), Tiger Woods
(3), Tim Lincecum (1), Tim Tebow (1), Tina Thompson (1), TJ Oshe (1), Tom Brady (3), Tony Allen (1), Tony Parker (1), Tony Romo (3), Troy
Palomalu (1), Tyler Colvin (1), Tyler Hansborough (1), Venus Williams (2), Vladmir Guerrero (1),Vontae Davis (1), Wane Ronney (1), Yadier
Molina (7), Zach Randolph (1)

** Some respondents had said they favored all of the players from certain teams: Chicago Bears (5), Chicago Blackhawks (3), Chicago
Bulls (1), Chicago Cubs (6), Chicago White Sox (2), Philadelphia Eagle (1), Green Bay Packers (1), and St. Louis Blues (1)




                                                                                                                                              84
At what locations do you typically watch sports? (Please rank most often, 2nd
most often, 3rd most often, etc. Please choose at least one, but no more than 3.)

Locations                              1st Choice              2nd Choice               3rd Choice            Total          Index
Home                                             660                         88                 31                    779               1
Friend’s House                                   120                        226                 51                    397            0.51
Bars                                             105                        138                 68                    311            0.42
Attend Live Event                                 51                        116                 67                    234             0.3

** The following locations were also included in the weighted rank analysis but their index results were not significant enough to
include in our interpretation: Restaurants (.1) and Gyms/ Fitness Centers (.03)

The other locations that respondents included in their responses were: Online Clips, Parent’s House, and Work




Do you participate in sports activates?

                           Frequency       Valid Percent


 Valid       Yes                   186                57.6


             No                    137                42.4


             Total                 323              100.0

 Missing     System                133

 Total                             456




                                                                                                                                     85
Rank your favorite sports to play by typing 1 for your most favorite, 2 for your
second, and 3 for your third. (Please select at least one but no more than 3.)


Favorite Sport to Play                   1st Choice                  2nd Choice          3rd Choice             Total   Index
Basketball                                              87                          60            17                164        1
Volleyball                                              96                          48            13                157     0.96
Softball                                                57                          48            14                119     0.73

** The following sports were also included in the weighted rank analysis but their index results were not significant enough to include
in our interpretation: Swimming (.59), Soccer (.61), Tennis (.41), Cheerleading (.31), Football (.3), Golf (.25), Mixed Martial Arts (.24),
Track and Field (.21), Cross Country (.13), Baseball (.12), Gymnastics (.12), NASCAR (.06), Hockey (.05), Lacrosse (.05), Diving (.03),
Boxing (.02), Wrestling (.02), Rugby (.01), and Figure Skating (0)

The other locations that respondents included in their responses were: Badminton, Bowling, Cycling, Darts, Drag Racing, Equestrian,
Field hockey, Professional Dancing, Racquetball, Roller Derby, and Snowboarding



Approximately how many hours did you spend playing sports in the last 7 days?

                Statistics
Approximately how many hours did                                             Approximately how many hours did you spend
you spend playing sports in the last 7                                        playing sports in the last 7 days?-Drag to how
days?-Drag to how many hours per                                                             many hours per week
week
                                                                                                       Frequency       Valid Percent
 N         Valid                       165
                                                                            Valid        1                      141               85.5
           Missing                     291
                                                                                         2                       20               12.1
 Mean                                 1.19
                                                                                         3                        2                1.2
 Std. Deviation                       .536
                                                                                         4                        1                  .6

                                                                                         5                        1                  .6

                                                                                         Total                  165              100.0
                                                                            Missing      System                 291
                                                                            Total                               456




                                                                                                                                          86
 What form of media do you use to stay connected with
            sports? (Check all that apply)

                                  Frequencies

                                             Responses                  Percent of
                                            N           Percent            Cases
        a
Form        None                                 8           .7%                2.5%

            Social Networking Sites             121         10.0%             37.6%

            Twitter                              53         4.4%              16.5%

            Websites                            177         14.6%             55.0%

            Mobile (Apps)                        89         7.3%              27.6%
            Television                          290         23.9%             90.1%

            Radio                               105         8.6%              32.6%

            Newspaper                           142         11.7%             44.1%

            Magazines                            61         5.0%              18.9%

            Word of Mouth                       168         13.8%             52.2%
Total                                        1214        100.0%              377.0%

a. Group




How do you get updates on sports that interest you? (Check all that apply.)

                                       Frequencies


                                                      Responses
                                                                             Percent of
                                                  N           Percent          Cases


Updates        I do not get updates                   244         75.1%              77.5%


               Sign up for email updates               49         15.1%              15.6%


               Sign up for RSS feeds                   32           9.8%             10.2%

Total                                                 325      100.0%                103.2%


a. Dichotomy group tabulated at value 1.




                                                                                              87
How often do you access the following sports websites
when your sport(s) is in season?

                                        Frequencies


                                                  Responses
                                                                           Percent of
                                                 N            Percent        Cases


Websites       ESPN                                    75         4.3%            24.2%


               Fox Sports                            179         10.3%            57.7%


               CBS Sports                            198         11.4%            63.9%


               Yahoo! Sports                         213         12.3%            68.7%


               NBC Sports                            218         12.6%            70.3%


               International Websites                276         15.9%            89.0%


               Sports Blogs                          264         15.3%            85.2%


               Fanatchicks.com                       308         17.8%            99.4%

Total                                             1731          100.0%            558.4%



How often do you use the following social networking sites to engage in sports
commentary?
                                  Frequencies


                                              Responses
                                                                         Percent of
                                             N              Percent       Cases


Social networking      Facebook                  137          13.4%            42.9%


                       MySpace                   310          30.3%            97.2%


                       Twitter                   261          25.5%            81.8%


                       Foursquare                315          30.8%            98.7%

Total                                         1023           100.0%           320.7%



                                                                                           88
How often do you use your cell phone or Smartphone to get sports updates when
your sport(s) is in season?

   How often do you use your cell phone or Smartphone to get
          sports updates when your sport(s) is in season


                                      Frequency     Valid Percent


Valid      Never                              135            41.9


           Less than Once a Month              30              9.3


           Once a Month                        18              5.6


           2-3 Times a Month                   30              9.3


           Once a Week                         18              5.6


           2-3 Times a Week                    40            12.4


           Daily                               51            15.8


           Total                              322           100.0

Missing    System                             134

Total                                         456




                                                                           89
How do you use your cell phone or Smartphone during games? Check all that
apply

                                         Frequencies


                                    Responses
                                                        Percent of
                                   N          Percent    Cases


During       None                        82     14.3%         25.5%


             Call                        74     12.9%         23.0%


             Text                      196      34.2%         60.9%


             Tweet                       49      8.6%         15.2%


             Mobile apps                 76     13.3%         23.6%


             Facebook                    96     16.8%         29.8%

Total                                  573     100.0%        178.0%


a. Dichotomy group tabulated at value 1.




In the last 7 days, approximately how many hours did you spend using web-
based applications to learn about sports?


              Statistics
In the last 7 days, approximately how                                               Frequency   Valid Percent

many hours did you spend using web-                              Valid     1              237            90.5
based applications to learn...-Drag to                                     2               15              5.7
how many hours per week                                                    3                4              1.5
N        Valid                     262                                     4                3              1.1
         Missing                   194                                     5                2               .8
Mean                              1.18
                                                                           7                1               .4
Std. Deviation                    .672
                                                                           Total          262           100.0
                                                                 Missing   System         194
                                                                 Total                    456




                                                                                                                 90
How often do you participate in chat room discussions, forums, or online
communities?
How often do you participate in chat room discussions, forums, or
                      online communities?

                                      Frequency    Valid Percent


Valid     Never                              245            76.1


          Less than Once a Month              34            10.6


          Once a Month                         5              1.6


          2-3 Times a Month                    9              2.8


          Once a Week                          4              1.2


          2-3 Times a Week                     2               .6


          Daily                               23              7.1


          Total                              322           100.0

Missing   System                             134

Total                                        456




                                                                           91
How interested would you be in a web site with sports commentary all from a
women’s perspective?

              Statistics

How interested would you be in a web
site with sports commentary all from a
women's perspective?


N         Valid                     322


          Missing                   134

Mean                                2.46

Std. Deviation                     1.383




                                           Frequency   Valid Percent


Valid       Not Interested                       104            32.3


            Neutral                               81            25.2


            Slightly Interested                   59            18.3


            Moderately Interested                 49            15.2


            Very Interested                       20              6.2


            Extremely Interested                   9              2.8


            Total                                322           100.0

Missing     System                               134

Total                                            456




                                                                              92
Please indicate your level of interest in fantasy sports leagues.

                                                         Frequencies


                                                                       Responses
                                                                                          Percent of
                                                                   N         Percent       Cases


 Interest            Please indicate your level of                     211     63.9%            65.5%
                     interest in fantasy sports
                     leagues.-
                     ..........................................I
                     am:-Not Interested


                     I am:-       Neutral                               34     10.3%            10.6%


                     I am:-Slightly Interested                          39     11.8%            12.1%


                     I am:-Moderately Interested                        27         8.2%           8.4%


                     I am:-Very Interested                              12         3.6%           3.7%


                     I am:-Extremely Interested                          7         2.1%           2.2%

 Total                                                                 330    100.0%           102.5%


 Dichotomy group tabulated at value 1

For which sports do you participate in a Fantasy League?

Fantasy Leagues                                                                                          Number of
                                                                                                         Responses
Baseball                                                                                                              5
basketball                                                                                                           14
College volleyball                                                                                                    1
Figure Skating                                                                                                        1
Football                                                                                                             13
Hockey                                                                                                                1
Madden                                                                                                                1
MLB                                                                                                                   1
Nascar                                                                                                                2
NFL                                                                                                                   1
Soccer                                                                                                                3
softball                                                                                                              1
Swimming                                                                                                              2
tennis                                                                                                                1



                                                                                                                      93
How interested would you be in a fantasy sports league for only female
participants?

                Statistics

How interested would you be in a                                             Frequency   Valid Percent
fantasy sports league for only female
participants?                              Valid     Not Interested                196            60.9


N        Valid                     322               Neutral                        57            17.7


         Missing                   134               Slightly Interested            34            10.6


Mean                               1.78              Moderately Interested          20              6.2

Std. Deviation                  1.202                Very Interested                10              3.1


                                                     Extremely Interested            5              1.6


                                                     Total                         322           100.0

                                           Missing   System                        134

                                           Total                                   456




                                                                                          94
If you participate in fantasy sports leagues, how would you say you are treated in
comparison to the male participants?

               Statistics                                                                    Frequency   Valid Percent

If you participate in fantasy sports                           Valid     Don't Participate         243             75.5
leagues, how would you say you are
treated in comparison to the...                                          Extremely Worse             4              1.2


N         Valid                        322                               Moderately Worse           12              3.7


          Missing                      134                               Slightly Worse             23              7.1

Mean                                   1.84                              Equally                    32              9.9

Std. Deviation                    1.571                                  Slightly Better             5              1.6


                                                                         Moderately Better           2               .6


                                                                         Extremely Better            1               .3


                                                                         Total                     322            100.0

                                                               Missing   System                    134

                                                               Total                               456




Are you interested in personal-physical fitness?

 Are you interested in personal-physical fitness?


                            Frequency         Valid Percent


Valid       Yes                   373                  91.0


            No                         37                9.0


            Total                 410                 100.0

Missing     System                     46

Total                             456



                                                                                                             95
Please indicate your level of interest in fitness?

              Statistics                                                                           Frequency         Valid Percent

Please indicate your level of interest                      Valid     Not Interested                       1                     .3
in fitness.
                                                                      Slightly Interested                 31                    8.3
N         Valid                     372
                                                                      Moderately Interested              130                  34.9
          Missing                      84
                                                                      Very Interested                    144                  38.7
Mean                               3.65

                                                                      Extremely Interested                66                  17.7
Std. Deviation                     .875

                                                                      Total                              372                 100.0

                                                            Missing   System                              84

                                                            Total                                        456




Approximately how many hours per week do you spend participating in fitness
activities?

              Statistics                                    Valid     1                      282           78.8
Approximately how many hours per                                      2                       54           15.1
week do you spend participating in
                                                                      3                       10               2.8
fitness activities?-Drag to how many
                                                                      4                       3                 .8
hours per week
                                                                      5                       2                 .6
N         Valid                     358
                                                                      6                       4                1.1
          Missing                      98
                                                                      7                       3                 .8
Mean                               1.36
Std. Deviation                     .939                               Total                  358          100.0
                                                            Missing   System                  98
                                                            Total                            456




                           Frequency        Valid Percent



                                                                                                                      96
Do you use any Smartphone apps to manage your fitness program?

     Do you use any Smartphone apps to manage your fitness program?
                                       Frequency           Valid         Cumulative
                                                         Percent           Percent
Valid        No                                329             88.4               88.4
             Yes (Which ones?)                  43             11.6              100.0
             Total                             372           100.0
Missing      System                             84
Total                                          456
*** OTHER SMARTPHONE RESPONSES: Lose it (7), Nike + (4), My Fitness Pal (4), Calorie Counter (3), Live Strong (3), Weight
Watchers (3), iPhone (2), Beat Burn, Blackberry, Calorie Burn, Fit Tracker, Healthy Living, iPod Touch, Jillian Michaels, Map My Run,
Map Fitness, North Face, Run Keepers




                                                                                                                                  97
What types of technology do you incorporate into your workout? (Check all that
apply)
                                 Frequencies

                                             Responses            Percent of
                                            N         Percent       Cases
        a
Tech        None                                 63     11.2%            16.9%

            IPod not including music             19      3.4%             5.1%

            iPod or mps                         261     46.5%            70.2%

            Smartphone                           56     10.0%            15.1%

            mobile phone                         24      4.3%             6.5%

            Wii                                  69     12.3%            18.5%

            Xbox                                 17      3.0%             4.6%

            Play station                         7       1.2%             1.9%

            Nike Plus                            18      3.2%             4.8%

            Other                                27      4.8%             7.3%
Total                                           561    100.0%           150.8%

*** OTHER TECHNOLOGY RESPONSES: DVD (5), Television (3), Laptop (2),
Forerunner, Garmin, iPhone, Kindle, On Demand Video, Pandora, Radio, Treadmill,

Videos, Y Fitness Mobile




                                                                                  98
** Please specify the games and/or applications you are using with the
technology stated above.
Games and Apps
beat burn                              1
biggest loser                          1
DDR                                    1
fitness evo                            1
Garmin                                 1
i pod                                  4
i tunes                                5
insanity                               1
Jillian Michaels DVD                   1
Live strong                            5
lose it                                2
Map My Run                             1
Map Fitness                            1
Michael Jackson Experience             1
My Fitness Pal                         1
My fitness plan                        2
Nike Plus                              3
P90X                                   3
Pandora                                6
play station                           1
podcasts                               1
Timer                                  1
weight watchers                        2
Wii games                             44
Xbox Kinect games                     13



What is your gender?
               What is your gender?

                       Frequency      Valid Percent


 Valid      Male                4                1.0


            Female           404               99.0


            Total            408              100.0

 Missing    System             48

 Total                       456




                                                                         99
What is your age?

                            What is your age?

                                                                 Cumulative
                    Frequency     Percent        Valid Percent    Percent

Valid     1                 233         51.1              62.0           62.0

          2                  95         20.8              25.3           87.2

          3                  48         10.5              12.8          100.0

          Total             376         82.5             100.0
Missing   System             80         17.5
Total                       456        100.0


Are you a college student?

          Are you a college student?


                    Frequency     Valid Percent


Valid     Yes               173                42.5


          No                234                57.5


          Total             407             100.0

Missing   System             49

Total                       456




                                                                                100
What year in school are you now?

              What year in school are you now?

                                   Frequency       Valid Percent


Valid       Freshman                         12               6.0


            Sophomore                        28             13.9


            Junior                           38             18.9


            Senior                           76             37.8


            Graduate Student                 47             23.4


            Total                          201             100.0

Missing     System                         255

Total                                      456



What is your race? (Check all that apply)
                                   Frequencies

                                               Responses             Percent of
                                             N          Percent        Cases

Race        White/Caucasian                       314     75.8%             77.9%

            African American/ Black                63     15.2%             15.6%

            Hispanic/ Latino                       15      3.6%               3.7%

            Asian                                  13      3.1%               3.2%

            Native American                        1         .2%                  .2%

            Other                                  8       1.9%               2.0%
Total                                             414    100.0%            102.7%

a. Group
*** OTHER RACE RESPONSES: BI-Racial (2), Filipino Black White, Multiracial, and
South African




                                                                                        101

								
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