Index

Citation

Šerić, N. and Ljubica, J. (2018), "Index", Market Research Methods in the Sports Industry, Emerald Publishing Limited, Leeds, pp. 219-232. https://doi.org/10.1108/978-1-78754-191-720181023

Publisher

:

Emerald Publishing Limited

Copyright © 2018 Emerald Publishing Limited

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INDEX

Accuracy rule

, 199–200

Acrobatic dance club

, 165

Adjustments

, 119

Amateur sports

, 13, 81

entities

, 7, 106, 207

Amateurs

, 2

Analytical models

, 19

Annulment technique

, 148

Anonymity

, 116–117, 136, 194

Archer club

, 165

Archival research

, 83

Astro-turfing approach

, 66

Athletes

, 2, 21, 23

amateur athletes

, 3

development of specific records or archives of

, 3–4

growth of

, 13

professional

, 14, 107

top-level professional

, 141

Attitude

, 126–127, 199

measurement through test methods

, 126–132

psychological attitudes

, 103

in sports industry

, 111–113

synergy of

, 93

Attractive factors of sports

, 33

Avalanche effect

, 93

Average family, standard of

, 173

Basic set

, 42, 116–117, 123, 155, 157–158, 159, 161

Benchmark(ing)

, 51

benefits and disadvantages

, 59–61

entity

, 54, 55

method

, 33, 201–202, 207

phases of benchmarking implementation process

, 57–59

project

, 47

sport entity

, 51–52

in sports industry

, 51

types

, 53–57

Business

philosophy

, 15

records of sport entity

, 86

strategy

, 107

Business intelligence (BI)

, 73

completeness of application

, 76–77

data collection approaches

, 73–74

decision-making

, 78–79

market research in sports industry

, 74–75

ORI

, 75–76

strategic decision-making

, 79–80

technology development

, 77–78

Capital inflow

, 74

Capital-intensive sports

, 81

Causal research

, 42, 152, 153

Causality

, 8, 23, 34, 102, 171, 174

Central epistemological principle

, 174

Central statistical bureaus

, 87

Clusters. See Groups

Code of ethics

, 192–193

Collected data evaluation

, 119

College sport competitions

, 3

Communicative factors

, 33

Competitive intelligence

, 76

Competitor intelligence (CI)

, 76

See also Business intelligence (BI)

Complex

quantitative methods

, 167

questions

, 119

sports phenomena

, 38

Computer-aided interviewing (CAI)

, 118

Computer-Assisted Telephone Interviewing (CATI)

, 118

Concept (definition)

, 40

Connoisseurs sample

, 68, 91, 162, 164

Consistency rule

, 199–200

Consumer intelligence

, 75

Contemporary marketing principles

, 16

Contemporary sport

, 1

marketing

, 32, 206

Content analysis method

, 133–134, 187–188

Content marketing

, 65, 66

Continuity of revenues

, 15–16

Continuous long-term monitoring

, 181

Continuous research

, 102

Continuous systematic process

, 114–115

Control settings of experiment method implementation

, 147

Cookie

, 68

Core sample category

, 159

Corporate entities

, 206

Costs

, 210

reduction

, 124

Crawling process

, 66

Crisis management

, 51

Cross-cultural competencies

, 75–76

Cross-tabulation

, 201–202

Cultural anthropology

, 111

Cultural intelligence (CQ)

, 75

Culture

, 2

Customer relationship management (CRM)

, 70

Customer-related information

, 20

Customization

, 27

of market research

, 35

Data

, 158, 174, 181

analysis

, 179

coding

, 43

mining

, 78

Data collection

, 42–43

process

, 13

techniques

, 42

Database

, 80

De-objectification principle

, 175

Decision support systems

, 77

Decision-making

, 11, 78–79, 164

based on findings of exploratory research

, 98–100

process

, 18–19, 83

secondary data for decision-making in management

, 81–82

in sports entities management

, 43–45, 96–98

Deming Prize

, 51

Demographic characteristics

, 84, 103–104, 110

Demographic variables

, 27

Dependent variable of sport phenomenon

, 147

Description method

, 174

Descriptive analysis

, 101–102, 201–202

in sports industry

, 105–106

Descriptive data

, 90

Descriptive research

, 41

descriptive analysis in sports industry

, 105–106

MIS

, 102–103

panels types

, 104

sport

, 101

See also Exploratory research

Descriptive statistics application

, 169

Desk research

, 83–84, 109

Development incentives

, 173

Dichotomous questions

, 119–120, 133–134

Direct observation

, 138

Direct scales

, 126–127

Directorate-General for Education and Culture

, 108

Display advertising

, 65, 67

Documentary secondary data

, 83

Draft

, 58

E Post experiment form

, 149–150

E Post–K Post experiment form

, 151

E Pre–post experiment form

, 150

E Pre–Post–K Pre–Post experiment form

, 151

E-mail

discussion groups

, 65

marketing

, 65, 71

Economic

factors

, 5

phenomena

, 171

recession

, 8

Elasticity of demand

, 34

Elimination technique

, 148

Emotions in sports industry

, 111–113

Entity’s decision-making

, 172

Environment(al)

, 2, 171

adaptation

, 206

awareness of sport entity’s activities

, 112–113

changes monitoring

, 26–28

intelligence

, 75

research

, 16

terms

, 84

Epistemological principle

, 171

Epistemology

, 178

Errors

of interviewers and research organizers

, 123

in processing of results

, 123–124

in selection of sample units

, 123

ESPN sports channel

, 4

Ethical

conflicts

, 193

factors

, 5

principles in market research in sports industry

, 191–195

standards

, 73

Ethnography

, 168

knowledge

, 184

study

, 181

Ethnomethodology

, 167, 168

European Quality Award

, 51

European Society for Opinion and Marketing Research (ESOMAR)

, 194–195

Evaluative sample

, 162

Ex Post Facto experiment form

, 151

Exclusivity

, 200

Experiences

, 9, 69

analysis

, 12, 81

research on previous experiences with sport phenomenon

, 90–91

Experiment method

, 42, 48

advantages and disadvantages

, 152–154

application in sports industry

, 144

implementation

, 145

implementation methods of primary research

, 115

practical implementation in sports industry

, 146–152

sports industry

, 110

Expert concept

, 142

Expert samples

, 164

Exploratory research

, 41, 89, 90, 187

analysis of selecting sport case studies

, 91–92

decision-making based on findings

, 98–100

findings

, 161

pilot studies

, 92–96

research on previous experiences with sport phenomenon

, 90–91

secondary data analysis for decision-making in management

, 96–98

secondary data collection for management of sport entities

, 90

in sports industry

, 98–100

See also Descriptive research

External benchmarking

, 54–57

External competitive benchmarking

, 54

External data sources

, 47

External generic benchmarking

, 55–57

External intelligence (EXI)

, 75

External non-competitive benchmarking

, 55

External sources

, 84

of secondary data in sports industry market research

, 87–88

Facebook profile use

, 69

Factorial experiment

, 152

Fan panels

, 102–103

Fans

, 10, 196

FC Bayern Munich, football clubs

, 70

FC Bayern TV (FCB.TV)

, 70

Field implementation of market research

additional guidelines

, 195–197

ethical principles in market research in sports industry

, 191–195

Field researchers

, 190, 193–195

Financial resources redistribution

, 14

Financial support intelligence

, 76

Focus group

, 182–184

Follower intelligence

, 76

Formal approach

, 56

Formal benchmarking process

, 56

Free-time culture

, 23

Fullness

, 200

Funnel technique

, 135

Genealogical approach

, 181

General data

, 48

Generalization methods

, 88

Generic benchmarking

, 60

Generic external benchmarking

, 56

Geographic characteristics

, 110

Global business

, 208

Global market

, 25, 37

Global sports industry income projections

, 109

Globalization

, 45, 74, 82

fostered development

, 23

processes

, 24

of sports commercialization

, 108

of sports industry results

, 81–82

Google analytics tools

, 78

Gradualism rule

, 199–200

Groups

, 160

interview

, 93–94, 183

sample

, 160–161

sample survey

, 161

size criterion

, 161

Guerilla marketing

, 66

Hajduk Football Club

, 58, 59

Hawthorne effect

, 95, 194

Heterogeneity

, 34

Highly complex questions

, 119

Historical approach

, 176, 177

Holistic approach

, 176

Homogenization process

, 175

Human factor

, 123

Human resource management

, 189

Humanitarian attributes

, 71

Hypocritical method

, 144

Hypothesis

, 40, 41, 199–200

of primary research

, 113–114

setting

, 147

Image creation in sports industry

, 77

Implementation methods of primary research in sports industry

, 115

Implementation process

, 163, 178–180

In-depth analysis of experience

, 102

In-depth interviews

, 94–95, 179

Income

, 160

structure of FIFA World Cup, Brazil

, 108

Independent variables of sport phenomenon

, 147

Indexing

, 66

Indirect observation

, 138

Indirect scales

, 126–127, 128–129

Individual

phenomenon

, 186

selection method

, 159

Informal benchmarking

, 56, 58

Informal data in sports industry

, 9–14

Informal surveys

, 12

Innovations

, 107

Integrated marketing

, 16, 17

communications

, 113

function

, 16

See also Web marketing

Intelligence of integrated process

, 76

Intentional sample

, 156–157, 159, 163

of sport entities

, 91

types

, 162

Inter-cultural level intelligence (IQ)

, 75

Interactive online communication

, 181

Interactive process

, 177

Internal benchmarking

, 53–54

Internal data sources

, 85–86

Internal databases

, 47

Internal market

, 38

Internal sources

, 84

of secondary data in sports industry market research

, 85–86

International Chamber of Commerce (ICC)

, 194–195

International competitions

, 3

International Cup competitions

, 3

Internet

, 62, 68, 77, 205

articles

, 70

services

, 67

software

, 66

Interpretative approach

, 167

Interpretative research

, 167

Interpretive validity–objectivity

, 176

Interval scale

, 128, 129

Interviews

, 115–116

protocol

, 94

questionnaire

, 133–134, 136

Introspection

, 177

‘Judgement sample’

, 162

Karate Association of City of Split

, 165

Latin square experiment method

, 152

‘Learning’ entity

, 54–55

Legal factors

, 5

Legal sports entity

, 1

Leisure concept

, 142

Life history method

, 180–182

Lifestyle sports

, 22

Likert scale

, 129–130, 131

Local community

, 165

Local sport federations

, 82–83

Mailing lists

, 65, 68

Malcolm Baldrige National Quality Award

, 51

‘Manoeuvre space’

, 168

Market

liberalization

, 74

in sports

, 32

variables

, 27

Market intelligence (MI)

, 75, 76

Market monitoring

, 37

data in sports industry

, 9–14

in narrow sense

, 37–38

Market research

, 35, 81, 163, 206

activities

, 3

approaches to

, 38–43

case study method

, 185–187

classification and control of collected data

, 199–200

content analysis method

, 187–188

creating market research reports in sports industry

, 202–204

data in sports industry

, 9–14, 28, 45–49

focus group

, 182–184

general limitations of samples

, 163–165

implementation of marketing tools

, 4–5

in sports entities management

, 43–45

life history method

, 180–182

method

, 195

objectives and types

, 46–49

observation method

, 136–144

optimal development

, 36–37

personal diaries

, 184–185

quantitative research

, 30–31

reports creation in sports industry

, 202–204

research instrument design for

, 133–136

results analysis in sports industry

seasonality

, 34–35

secondary data

, 29–30

special factors

, 33–34

sport federations

, 1–2

sports entities

, 2–3, 28–29

in sports industry

, 2, 3–4, 7, 126–127, 155, 160

sports marketing

, 5–6

sports offer

, 32–33

statistical data processing

, 201–202

technologies

, 31–32

types of samples

, 159–163

utilizations of market research

, 35–36

See also Descriptive research; Exploratory research

Marketing

, 77

concepts

, 14, 37

function

, 17

in market research

, 14–18

See also Web marketing

Marketing information systems (MIS)

, 18, 102

of sport entity

, 18–21

Mass sports

, 20, 144

Mass-media sports

, 157

Mathematical data processing

, 180–181

Media

, 11–12, 33, 140, 181, 187

Median

, 127–128

Mediators

, 29

Membership fees

, 205

Metadata system

, 79

Michigan Wolverines, web marketing in sports industry

, 69–70

Mixed martial arts (MMA)

, 164

Mobile advertising

, 65

Mobile networks

, 67

Mode

, 127–128

Moderator

, 184

Modern marketing concepts

, 17

Money in professional and amateur sports

, 73

Monitoring

, 18, 26, 179

continuous monitoring

, 15, 18–19

and controlling of business

, 25

direct monitoring

, 181

of environmental changes surrounding sport entities

, 26–28

market monitoring

, 9–14

Monopoly position, business

, 195–196

Motives for market research in sports industry

approaches to market research in sports industry

, 38–43

invisibility of services

, 7–8

market research, market monitoring and informal data

, 9–14

market research and decision-making

, 43–45

market research in sports industry

, 28–37, 45–49

marketing concepts

, 14–18

MIS of sport entity

, 18–21

monitoring of environmental changes surrounding sport entities

, 26–28

research of trends in sports industry

, 21–26

sports entities

, 8–9

sports industry market monitoring and market research

, 37–38

Multi-method streamlined process

, 167

Multidimensional scales

, 132

Multiple theoretical frameworks

, 168

Multiple-choice questions

, 120, 133–134

National sports federations

, 3, 82–83

National statistics

, 87

Natural factors

, 5

Naturalistic approach

, 168

Naturalistic research

, 167

Neo-functionalism

, 170

Networks

, 66

Neuro-marketing in observation

, 138

Nominal scale

, 126, 127

Non-competitive benchmarking

, 60

Non-mass sports

, 157, 164

Non-verbal

communication

, 184, 190–191

response

, 96

Notable observation

, 138

Objective external variables

, 34

Objective method

, 160

Observation method

, 42, 48, 137–138

advantages and disadvantages

, 139–140

case study

, 140–144

implementation methods of primary research

, 115

in market research in sports industry

, 136

neuro-marketing in observation

, 138

stakeholders

, 137

Olympic Games

, 3, 4, 65, 108

Olympic sports

, 87

Omnibus research in sports industry

, 104

One-time research

, 102

Online analytical processing (OLAP)

, 79

Online market research

, 68

Online research

, 69

Online surveys

, 69

Online testing, sport entities

, 117–118

Ontology

, 178

Open-ended questions

, 120, 133–134

Operational decisions

, 10, 12, 20

Opinions analysis in sports industry

, 111–113

Optimization process

, 65–66

Ordinal scale

, 127–128

Organizational Intelligence (ORI)

, 75–76

Organizers, representatives of

, 94

Orientation to target segments

, 15

Panel(s)

experiment

, 152

types

, 104

Paradigm

, 170

Paradigmatic framework

, 178

Paralympic Games

, 3

Participants

, 103–104

Participating entities

, 91

Participating sport entities

, 109

Personal diaries

, 184–185

Personal judgement

, 162

Personal observation

, 138

Pertinent sample

, 162

Phenomenology

, 163, 168, 176

Phone testing

, 116–117

Physical entity

, 2

Pilot studies, in sports industry

, 92

group interview

, 93–94

in-depth interviews

, 94–95

projective techniques

, 95–96

Political factors

, 5

Pop-under ads

, 67

Pop-up advertising

, 67

Popularity of martial arts

, 164

Post-coding administers

, 200

Postal survey

, 69, 117–118

Pre-test examination, sports industry

, 119–120

Preliminary data

, 44

Preliminary research

, 139, 189

Preparation and planning of implementation phase

, 119

Prestigious quality awards

, 51–52

Pricing

policy

, 20

strategies

, 64

Primary data collection method

, 107–108

Primary data in market research in sports industry

analysis of opinions, attitudes, emotions and psychological variables

, 111–113

application of experiment method in sports industry

, 144–154

conducting primary research in sports industry

, 113–115

global sports industry income projections

, 109

implementation methods of primary research in sports industry

, 115

income structure of FIFA World Cup

, 108

observation method in market research in sports industry

, 136–144

primary research

, 110

research instrument design for market research in sports industry

, 133–136

testing method for sport entities

, 115–132

Primary method

, 180

Primary offer of sports entity

, 33

Primary research

, 30, 42, 108, 109–110

conducting in sports industry

, 113–115

implementation methods in sports industry

, 115

Probability

of inclusion of individuals

, 161–162

theory

, 156

Problem-solving techniques

, 74

Professional sport

club

, 1

entities

, 73, 98–99

Projective techniques

, 42, 95–96

Psychological characteristics

, 103–104

Psychological variables in sports industry

, 111–113

Psychology

, 111

Public loyalty enhancement

, 209

Public relations

, 77

Publications

, 13

‘Purposive sample’

, 162

Qualitative approach

, 178

Qualitative methods

, 167, 185

Qualitative research

, 31, 49, 167, 168–169, 170

basic characteristics

, 169–171

case study method in market research in sports industry

, 185–187

common methods

, 180

content analysis method in market research in sports industry

, 187–188

criteria for implementation

, 172–177

focus group in market research in sports industry

, 182–184

implementation process

, 178–180

life history method in market research in sports industry

, 180–182

limitations

, 171–172

methodology

, 169, 180

personal diaries in market research in sports industry

, 184–185

principles

, 175

strategy

, 178

See also Descriptive research; Exploratory research

Qualitative social research

, 172

Quantitative data

, 90, 171

Quantitative findings

, 169

Quantitative indicators

, 171, 187

Quantitative methods

, 30, 31, 167, 185

Quantitative research

, 30, 168–169, 171

fundamental approach

, 175

selection of appropriate methods

, 182

See also Descriptive research; Exploratory research

Quantitative studies

, 49

Questionnaire

, 133–134, 199–200

Quota sample

, 68, 162, 165

Random numbers

, 160

Random sample

, 68, 156, 159

group sample

, 160–161

simple

, 160

stratified sample

, 160

surface sample

, 161

systematic sample

, 160

Randomization process

, 175

Ratio scales

, 128

Readability rule

, 199–200

Receptive factors

, 33

Recession reality

, 23

Recorded fans

, 159

Recreational part

, 33

Research

coordinators

, 191, 192–193

design

, 168

instrument design for market research in sports industry

, 133–136

phenomenon

, 89, 156, 158, 163

problem

, 156, 168, 177, 183

process

, 168, 170, 176

sample

, 155

strategy

, 167

variables

, 40–41

Researchers

, 124, 190–191, 194

Respondent(s)

, 95, 120, 193–195

sport entities

, 116–117

Revenues

, 209–210

Role-play techniques

, 95, 96

Rotation technique

, 148

Sample/sampling

, 42, 155–158, 160–161, 163

of connoisseurs

, 162, 164

error

, 158

frame

, 157, 158

group

, 161

limitations in market research in sports industry

, 163–165

research

, 41

scope of

, 158

selection

, 157

and selection criteria determination phase

, 119

types of samples in market research in sports industry

, 159–163

unit

, 155

Search engine marketing (SEM)

, 65

Search engine optimization (SEO)

, 66

Search engines

, 65, 66, 71

Seasonality of demand

, 34–35

Secondary data

, 44

analysis for decision-making in management of sport entities

, 96–98

collection for management of sport entities

, 90

decision-making process

, 83

external sources of secondary data in sports industry market research

, 87–88

globalization

, 82

internal and external sources

, 84

internal sources of secondary data in sports industry market research

, 85–86

in market research in sports industry

, 81

research in sports industry

, 84–85

special records of secondary data of sport entity

, 86–87

two basic categories of secondary data

, 82–83

Segmentation

, 42

of environment

, 27–28

optimal

, 28

of total population

, 42

Segments

, 21, 29, 110, 156, 185

Semantic scales

, 130, 131

Simple market research in sports industry

benchmarking in sports industry

, 51–61

web marketing and

, 61–71

Simple questions

, 119

Simple random sample

, 160

Single variable analysis

, 201–202

Single-degree

cluster

, 161

surface samples

, 161

Skype

, 91

Social media marketing

, 65, 66

Social networks

, 67, 71, 205

Social process

, 185, 186

Socio-cultural factors

, 5

Socio-demographic

changes

, 24

characteristics

, 48, 118

Socioeconomic characteristics

, 103–104, 110

Socioeconomic variables

, 27

Software solutions

, 77

Sport case studies, analysis of selecting

, 91–92

Sport entities

, 77, 80, 81, 89, 90, 174, 186, 188, 199–200, 202–203, 205, 206, 208

application

, 118–122

environment

, 61

fan population

, 161

followers

, 160

measuring attitudes through test methods

, 126–132

members

, 160

online testing

, 117–118

phone testing

, 116–117

secondary data analysis for decision-making in management

, 96–98

secondary data collection for sport entities management

, 90

special records of secondary data of

, 86–87

testing method for

, 115

weaknesses

, 122–125

Sport federation’s activities

, 2

Sport phenomenon

, 46, 82, 89, 99, 159, 162, 163, 175, 177, 193, 199–200, 202–203

research on previous experiences with

, 90–91

Sport(s)

, 1, 7–8, 9, 23, 26, 101, 145, 156, 157, 168, 170, 174, 205, 208

clubs

, 1

competitions

, 3

databases

, 13

event

, 33

federations

, 1–2

federations

, 3

managers

, 159

marketing

, 5–6

offer

, 32–33

practice

, 94–95

recreational organizations

, 1

strategy

, 107

types

, 20

Sports entities

, 1, 2, 4, 5, 8–9, 17, 27–29

market research and decision-making in

, 43–45

marketing concept

, 15–16

monitoring of environmental changes surrounding

, 26–28

Sports industry

, 91, 160, 163, 172, 195

analysis of opinions, attitudes, emotions and psychological variables

, 111–113

basic characteristics of qualitative research in sports industry

, 169–171

common methods of qualitative research in sports industry

, 180

conduct primary research in

, 113–115

criteria for implementation of qualitative research in sports industry

, 172–177

decision-making based on findings of exploratory research in

, 98–100

descriptive analysis in

, 105–106

external sources of secondary data in

, 87–88

implementation methods of primary research in

, 115

implementation process of qualitative research in sports industry

, 178–180

internal sources of secondary data in

, 85–86

limitations of qualitative research in sports industry

, 171–172

market monitoring and informal data in market research

, 9–14

market monitoring and market research in narrow sense

, 37–38

market research in

, 28–37, 174

qualitative market research in

, 169

secondary data research in

, 84–85

Stakeholders

, 2, 3, 11, 12, 90, 101, 191–192

Statistical analysis

, 148, 201–202

Statistical data processing

, 180, 201–202

Strategic benchmarking

, 57

Strategic decision-making

, 36, 79, 100, 106, 122, 171, 175, 181, 186

Stratification

, 127, 160, 195

Stratified sample

, 160, 161

Stratums

, 160

Structured observation

, 138

Structured questions

with hidden objectives

, 120–121

with unhidden goals

, 120

Structured statistics

, 85–86

Subjective external variables

, 34

Subject–object relationship

, 175

Surface sample

, 161

Surveys

, 115–116

SVPETRVS Fight Night, mixed martial arts tournament

, 105

Swim swam community website

, 67

SWOT analysis

, 53

System oriented towards data

, 77

System oriented towards decision-making support

, 77

Systematic sample

, 160

Tactical benchmarking

, 56, 57

Tactical decision-making

, 21, 36, 79, 81, 153, 175, 181, 186

Tactical decisions

, 10, 79, 81, 98

Target group

, 155, 157, 158

Target population

, 7, 20, 26, 43, 65, 101, 181, 207

Target(ed) segments

, 2, 16, 20, 63, 64, 143, 188

authentication

, 37

orientation to

, 15

perceptions

, 16

Technical/electronic devices, observation using

, 138

Technological development

, 25

Technological factors

, 5, 77

Tertiary method

, 180

Test(ing) method

, 42, 48, 110

application

, 118–122

implementation methods of primary research

, 115

measuring attitudes through test methods

, 126–132

online testing

, 117–118

phone testing

, 116–117

for sport entities

, 115

weaknesses of

, 122–125

Textual argumentation

, 171

Thematic-perception techniques

, 95, 96

Theoretical paradigms

, 167, 168, 170

Third-party technique

, 95, 96

Thurston scale

, 128, 129, 130

Ticket revenues

, 15

Traditional MMA martial tournament

, 164

Transcoding

, 200

Triangulation of research methods

, 98–99

Two variable analysis

, 201–202

Two-degree cluster

, 161

Two-degree surface samples

, 161

Two-way tabulation

, 201–202

Un-notable observation

, 138

Unfinished sentences test

, 95, 96

Unrecorded fans

, 159

Unstructured observation

, 138

Unstructured question(s)

, 133–134

with hidden agendas

, 121

with unhidden goals

, 120

URLs

, 66

Validation

, 83, 179

Variables

, 40, 122, 152, 202

causal

, 186

dependent

, 145, 147, 149

independent

, 146, 147, 148

internal and external

, 34

psychological

, 49, 110

research

, 40–41

Verbal communication

, 184

Verbal response

, 96

Virtual services

, 63

Volley Ball Team Camp–Porech, Croatia

, 140–144

Web bots

, 66

Web crawlers

, 66

Web marketing

, 62

case study analysis

, 69

commercial activities

, 63–64

communication with target segments

, 65–68

exploratory research

, 61–62

FC Bayern Munich

, 70

final insights into

, 68–69

forms

, 71

and market research

, 61

Michigan Wolverines

, 69–70

pricing strategies

, 64–65

sport entity

, 62–63

Wings for Life

, 70–71

Web platform

, 64, 68, 184

Web server

, 68

Web-marketing platform

, 207

Website ranking process

, 66

Whims

, 21–23

Wings for Life marathon

, 70

Word-association tests

, 95–96

World and Continental Championships

, 3

World Football Championship

, 108

YouTube

, 63, 65, 66, 71