Alejandra Ayala

Understanding the Power of Asking and Testing in Sports Marketing. Image by Pavel Danilyuk from Pexels. In the competitive world of sports marketing, being able to collect statistics and read the results is really vital.Whether it is learning what it is that fans want or checking how much they accept campaigns, surveys and experiments are two tools marketers use to get by with very short notice. Whether to ask or to test, the difference between liking to know and guessing is done in knowing...

Image by Tara Winstead from Pexels. Have you ever taken a survey that left you more confused than curious? Maybe it asked you ten slightly different versions of the same question, or worse, forced you to pick an answer that didn’t describe you at all. That’s not just annoying, it’s bad research design. According to The Market Research Toolbox (Edward.F. McQuarrie.2015), a good survey starts long before the first question is asked. In fact it begins with an elucidation of the objectives of...

How to know when to go qualitative and when to go quantitative. Photo by Lukas on Pexels. The starting point of all great marketing insights is a good question, since after all questions are everywhere. However, there is a catch: the kind of answers you get will greatly depend on the form in which that question is asked. Some questions are heard with curiosity and open discussion, others are answered in numbers and data. It is knowing the difference between qualitative and quantitative...