MASTER’S THESIS

Master thesis: sport spectator preferences
The examination of the teenage motive data show in Fig.16, that for sport consumption
the motives entertainment and atmosphere/eustress were the most
important for sport event consumption.
Table 5: Motivations for Teenage consumption of sport
(Summers, Morgan, Kanoyanngwa, 2010, p. 8).
4 The empiric study
4.1 Qualitative Research
4.1.1 Procedure data elevation
The data was collected by spectators attending the Grand Prix Düsseldorf 2011
and competitions of the German Judo Bundesliga, KSV Esslingen. Goal was to
collect information of the attitudes “why” spectator got to judo events. The first
data collection was conducted on sport spectators attending the Grand Prix in
Düsseldorf. This event as product for the master thesis investigation is important,
because the Grand Prix in Düsseldorf is one of the biggest judo events in Germany.
The interviewed persons were selected by random sampling.
The representativeness is given by random sampling through the method itself.
The advantage of a random sampling is that no knowledge of the basic population
is needed. (Mayer, 2008)
The basic population consist of all spectators attending the Grand Prix competition
(N= 2-3000 event visitors each day). On two competition days total amount
of 18 (n) depth interviews could be collected. The structured laddering interviews
were hold as described in chapter 3.1.2. The first part was to develop demographical
and specific judo indicies, the second part was to examine the product
attributes and the third part was to figure out the event values.
The empiric study page 53