Validation of Questionnaire and Factors Affecting Decision Making Sports Customers With Marketing Mix Approach

Document Type : Research Paper

Authors

1 M.A of Sport Management, University of Kharazmi

2 Assistant Professor of Sport Management, Payam Noor University

Abstract

Abstract.
The purpose of this study was to validate the questionnaire, marketing factors affecting customer decisions based sports marketing mix was clubs
The population of the study all male customersclubsports (fitness and bodybuilding) Qazvin(1500 = N)gaveup Morgan uses the sample was estimated to equal 250 randomly clusters were selected. To gather the marketing factors affecting the questionnaire customers (Ranjbarian, 1385), which has four components, promotion, price, place and ‌ product was used Scoring method based on Likert scale questions were worth 5. Face and content validity of the questionnaire was determined with the help of experts in Physical EducationIn order toanalyzeteststatisticalCronbach's alpha coefficientto determinethe reliability ofself-test, KMOforsampling adequacy‌taking,exploratory factor analysisto identify theparameters‌andconfirmatory factor analysisto determine thevalidityof thestatistical softwareSPSSandLISRELwas used..The results showed thatmarketingfactorsaffecting thereliability of the questionnaireCustomerMarketing86/0. Exploratory factor analysisindicated that thequestionnaire wasinclinedrotationof four factors:1-promoted2- Price3-and4places- the productis saturated. These fourfactors togetherwere capable of56/64% of theirtotal variance. Allquestionsconcerning thevalidityof hisagenthadasignificantrelation‌predictioncouldbegood foryourcauseindexofX2with respecttodf (02/3), 075/0 = RMSEA, 93/0 = CFI, 90/0 = NFIand93/0 = RFIconfirmed thesuitabilitymodel. Theinternal and externalvalidity"modelof marketingfactorsaffectingcustomers'decision" was confirmed.

Keywords

References

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History

  • Receive Date: 13 February 2015
  • Revise Date: 13 March 2017
  • Accept Date: 16 April 2017

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