A content analysis of Sport Marketing Quarterly 1992-2011.

Peetz, Ted B. ; Reams, Lamar

A Content Analysis of Sport Marketing Quarterly: 1992-2011

Sport Marketing Quarterly (SMQ) was the first academic journal designed to specifically investigate sport marketing (Pitts, 2002). The Commission on Sport Management Accreditation (COSMA) lists sport marketing as a key content area of sport management education (COSMA, 2010). SMQ is recognized as the leading publication of conceptual and empirical research on the subject matter (Quarterman, Pitts, Jackson, Kim, & Kim, 2005) and is an increasingly attractive outlet for publication (Crow & Bradish, 2002). Since the first issue was published in 1992 the sport marketing landscape and the field's body of knowledge have increased significantly (Pitts, 2002). Recognizing this growth, the mission of the journal has evolved to reflect a purpose of continued development and application of sport marketing research:

To provide a forum for authors who wish to create new knowledge and/or apply existing concepts and theories in sport marketing. To this end, Sport Marketing Quarterly is committed to publishing high quality research that advances the study and practice of sport marketing and is relevant to the professional interests of the sport marketing community.

("Mission Statement," 2011, p. 66)

Crow and Bradish (2002) noted that "as the practice of sport marketing continues to grow increasingly sophisticated, academicians must be proactive in defining our role in that growth, lest we be left behind" (p. 79). One way to examine how researchers have approached research in a field is through a critical examination of the literature produced. Investigations of the research content of a discipline can "help to determine what is on the cutting edge, considered valuable, or esteemed by academicians" (Pedersen & Pitts, 2001, p. 8). One approach used to analyze communication, including academic research, is content analysis (Pedersen & Pitts, 2001). Therefore, the purpose of this study was to conduct a content analysis examining the first 20 years of SMQ. The study focused on the journal's authors, editors, research methods, sport marketing components, sport industry segments and gender focus of each of the peer-revised, empirical research articles.

Review of Literature

Sport marketing research is still in its relative infancy as a field of study. Many have debated over how to define sport marketing and how to approach research within this area of study. Fullerton (2010) noted, "despite ... growth, there is still considerable confusion as to what types of activities constitute the domain of sports marketing" (p. 2). A result of this confusion is the continuous debate as to what role SMQ should serve in the academic-practitioner relationship (Bradish & Crow, 2002). The journal's tagline, "... where research meets practice ..." (Sport Marketing Quarterly, 2011, inside cover) speaks to the journal's vision of providing a valuable resource to both academic researchers and practicing sport marketers (Bradish & Crow, 2002).

Janet Parks, during her 1992 Zeigler Award Lecture, pointed to this dual approach as one necessary to create a "symbolic relationship between theory and practice in sport management scholarship" (Parks, 1992, p. 221). Others have claimed it is inappropriate for the journal to strive for this dual objective and that it should instead focus on theory-grounded research (Mahony & Pitts, 1998). A critical examination of SMQ will allow for a better understanding of the direction the journal has taken and how sport marketing research has evolved. To this end, the authors conducted a content analysis by adopting the framework of Pedersen and Pitts (2001) to gain perspective on the journal and evolution of the sport marketing research.

Previous analysis of sport management publications have occurred (Barber, Parkhouse, & Tedrick, 1998; Gordon & Yoh, 2007; Kent, Jordan, & Inoue, 2009; Lambrecht, 1991; Mondello & Pedersen, 2003; Pedersen & Pitts, 2001; Pitts & Pedersen, 2005; Quarterman, Pitts, Jackson, Kim, & Kim, 2005; Quarterman, Jackson, Kim, Yoo, Koo, Pruegger, & Han, 2006). However, prior to the current study a comprehensive analysis of SMQ's first 20 years has not been conducted. Many sport management scholars have commented on the state of sport management literature, saying it lacks in reflecting the many areas of the sport business industry (Mahony & Pitts, 1998; Pedersen & Pitts, 2001; Pitts, 2001). Brenda Pitts (2001) noted in her Zeigler Lecture Award that the lack of coverage for all areas within the sport management field could be problematic, saying, "when one reads the totality of our literature, one gets the distinct impression that sport management is nothing more than the study of college athletics and some professional sports" (p. 3).

Most content analysis studies examining sport management research have inspected the Journal of Sport Management (JSM) as it is the first and longest running professional journal devoted to the sport management field. Lambrecht's (1991) early attempt to summarize research published in JSM concluded that in the journal's first 45 articles "no single topic was represented more than the college, university and school setting" (p. 29). Barber, Parkhouse, and Tedrick (1998) reviewed the JSM from 1991 to 1995 and discovered that almost three-fourths (74%) of the articles were survey research. Later, results of a content analysis exploring the first 17 years of JSM concluded an unequal coverage of content areas continued with a majority (40%) of research focusing on intercollegiate athletics (Pedersen & Pitts, 2005). Quarterman,

Jackson, Kim, Yoo, Koo, Pruegger, and Han (2006) conducted an assessment of data analysis statistical techniques used in the journal and concluded that a person with reasonable understanding of simple descriptive and elementary statistics would be able to interpret a major portion of the statistics utilized. Lastly, Kent, Jordan, and Inoue (2009) reviewed the journal to determine the number and types of articles appearing during a 10-year time period ending in 2008. The researchers were curious as to the sampling techniques used and found nearly 30% of the articles reported using convenience samples. In addition, "of the 126 articles that did not achieve a 100% response rate, 69.9% made no attempt to control for nonresponse error or did not report attempts to control for nonresponse error" (p. 358). The researchers illustrated the threat of nonresponse error by authors contributing to articles published in JSM.

Other sport management-related publications have also received critical examination. Mondello and Pedersen (2003) conducted a content analysis of the Journal of Sport Economics which included measures related to authors, gender, sport industry and a number of other aspects. They found that the highest percentage (20%) of the articles focused on team performance and payroll. Mowery (2003) reviewed academic sport organizations conference proceedings from North America, Europe, Australia, and New Zealand and found disproportionate coverage of content areas and an apparent lack of research coherence between the organizations. Gordon and Yoh (2007) investigated the content of the Journal of Legal Aspects of Sport from 1995-2004 and found that topics such as sport law education, negligence, and NCAA student-athletes increased significantly during the last five years of their analysis. The study also found that gender equity and risk management, which had constituted a significant portion of the journal overall, showed the most significant decrease during the same five-year period. Most recently, the International Journal of Sport Management (IJSM) was reviewed to assess the statistical data analysis techniques used and found a majority (71.9%) of research was quantitative in nature (Quarterman, Hwang, Han, Pitts, Jackson, & Ahn, 2010).

SMQ has also been analyzed and these studies have been focused on gaining further understanding of the field's body of knowledge. Similar to the analysis of statistical techniques used to study JSM and IJSM, Quarterman, Pitts, Jackson, Kim, and Kim (2005) assessed the techniques used in SMQ from 1992 to 2004. The research aimed to provide an overview of the statistical methodologies used in the journal. The study allowed academicians to expound certain strengths and weaknesses with regard to the future direction of sport marketing analysis. The authors indicated a wider variety of research methodology and techniques were needed to advance the growing body of knowledge.

Another study specifically focused on SMQ used content analysis methodology. Pedersen and Pitts (2001) inspected all articles published in the SMQ from 1992 to 2000. The authors employed 22 measures in the analysis and found uneven amounts of coverage for the basic sport management components, sport industry segments, and different sports. Also uncovered was an alarming disparity concerning the gender of the authors, editors, and members of the editorial review board. Although there were certain areas with disproportionate representation, the authors noted that the journal had clearly made contributions to the body of knowledge in sport marketing. The authors concluded their study by commenting that "the advancement of the discipline requires that the field of sport management take an inward look at ... scholarly publications ... to identify what advances have been made and where improvements might be made" (p. 23). Using Pedersen and Pitts' (2001) and Pitts and Pedersen's (2005) analyses and recommendations as guides, the present study was a comprehensive content analysis of the content of SMQ.

Method

Content analysis was used to critically examine articles published in SMQ from the inaugural issue of September 1992 (Volume 1, Issue 1) through the June issue of 2011 (Volume 20, Issue 2). Berg (2007) explained that content analysis is a "careful, detailed, systematic examination and interpretation of a particular body of material in an effort to identify patterns, themes, biases, and meanings" (p. 304). An advantage of using content analysis is that it is an unobtrusive and nonreactive measurement technique. Another advantage of this method is that "measurement by coding teams permits reduction to numbers of large amounts of data that would be logistically impossible for close qualitative analysis" (Riffe, Lacy, & Fico, 2005, p. 38). It is also a fluid method that allows analysts to organize measures to best fit the purpose of their study (Marshall & Rossman, 2011). A quantitative content analysis approach was taken and analysis was applied in a deductive manner. The results were frequencies of preselected categories associated with particular variables (Julien, 2008).

Coders

Two researchers (both doctoral students) independently coded every issue of SMQ. Analysis of a leading journal in the sport marketing field was identified as a worthwhile endeavor. Both coders felt well prepared to examine the content due to extensive time spent emerged in sport marketing scholarship. Prior to conducting the analysis, the two coders were assigned the same eight randomly selected issues (10.5% of total issues) for a pilot study to test the coding system, and determine if there were any areas of concern. To help minimize coder differences a systematic procedure for analyzing the articles was developed and followed by the coders (Riffe, Lacy, & Fico, 2005). When conducting a pilot study, Kaid and Wadsworth (1989) suggest a subsample of "5-7 percent of the total" (p. 964) as being sufficient for assessing reliability. The coders' lowest percentage of agreement for all measures was 83%. Next, Cohen's kappa statistic was calculated. Cohen's kappa is a popular index for measuring chance-corrected agreement between two observers analyzing nominal data (Berry & Mielke, 1988; Zwick, 1988; Riffe, Lacy, & Fico, 2005). Fleiss (1981) suggested that scores over .75 be viewed as excellent. Through the use of Cohen's Kappa all categorical calculations scored above the .75 threshold. Similar to Pedersen and Pitts (2001) and Pitts and Pedersen's (2005) previous results, the high reliability percentages were understandable "as most of the material coded was manifest in nature" (Pedersen & Pitts, 2001, p. 8). The same coders who performed the pilot study were used in the final coding process. The high agreement numbers showed that the coders had become familiar with the coding process and variables used in the content analysis. The remaining 68 issues were then divided up evenly, 34 issues each, and analyzed by the two coders.

It was also important to establish validity as it was "necessary to determine if a study's methods produce the desired information" (Pitts & Pedersen, 2005, p. 39). Face validity was established by using models and categories that had been previously used in performing content analysis on SMQ. Using established models such as Pedersen, Parks, Quarterman, and Thibault's (2011) Sport Industry Segments and Pitts and Stotlar's (2007) Sport Marketing Management Components, measurement categories were clearly defined and easily understood by both coders.

The study involved a descriptive analysis of the 76 issues over the 20-year history of the journal. The categories and measures used were modified from previous research of Pedersen and Pitts (2001) and Pitts and Pedersen (2005), who had previously performed content analyses on the JSM and SMQ. The following section describes each category.

Categories

Only peer-reviewed research articles were included in the analysis. The number of articles in each issue, along with length, was examined. Additional departmental sections such as sport marketing and the law, book reviews, case studies, and the Industry Insider were not included.

Authorship measures looked at gender, institutional affiliation, location, and author credit (number of authors per paper and in what order). Tabulations of these measures allowed for a better understanding of the make-up of those contributing to SMQ. Editorial positions were also analyzed including editor, associate editor, guest editor, section editor, and editorial board members (reviewers). These positions were measured by number, gender, and type of editorial position. Investigation of this information was intended to provide a better understanding of the leadership and decision makers connected with SMQ.

In order to gain a better understanding of the research methods used, journal categories were established to determine the category of research and the type of research methodology employed. A basic description for the categories of research was used, coding the articles as primarily quantitative or qualitative. Articles that used relatively equal amounts of qualitative and quantitative methodology were coded as mixed methods. The gender focus of each article was also studied to determine whether it was male, female, neither, or both. Articles were categorized into one of the four measures based on the gender focal point.

Pitts and Stotlar's (2007) Sport Marketing Components categories formed the framework for analyzing the sport marketing components addressed during the 20-year history of the journal. These components included: consumer analysis of spectators, research, marketing management strategies, marketing management evaluation, consumer segment, place, promotion, analysis of participants, analysis of participants and spectators, industry segment, product, and price. Gaining an understanding of which sport marketing components were researched illuminated areas receiving the greatest attention as well as highlighting areas needing more consideration.

To identify which sport industry segments were most often studied, the sport industry model designed by Pedersen et al. (2011) was utilized. Industry categories included in this model were: sport marketing, professional sport, intercollegiate athletics, sport communication, international sport, event and facility management, participant sport, sport tourism, campus recreation, management and marketing agencies, health promotion, and other.

Results

Articles

In total, 76 issues and 346 articles were included in the content analysis covering 20 years (Volumes 1:1-20:2) of Sport Marketing Quarterly. To provide a comprehensive overview of SMQ's content, the original eight issues used in the pilot study were included in the final analysis totals. The first issue of the journal was released in September 1992. In the inaugural year only two issues were published. As of 1993, SMQ has been published four times per year. The average number of articles published per year was 17.3, with each issue containing an average of 4.5 research articles. The number of research articles per issue ranged from three to six. Thirty-four issues (44.7%) contained five research articles and 29 issues (38.1%) contained four research articles. The journal also had seven issues (9.2%) with six research articles and six issues (7.8%) in which only three research articles were published. The average length of the research articles was 8.95 pages, with articles ranging from 2 to 19 pages. A total of 3,098 pages dedicated to original research have been produced during the journal's 20-year span.

Authors

The 76 issues of SMQ contained 346 research articles representing the work of 439 unique authors. The number of authors for each article ranged from one to eight. Nearly 90% of the articles were authored by either one, two, or three authors. A total of 140 (40.4%) articles had two authors, 89 (26.5%) were collaborations between three authors, and 79 (22.8%) articles were sole authorships. Nine articles (2.8%) had five contributing authors. The remaining combinations of authorship (i.e., six, seven, and eight authors) each occurred one time.

The vast majority of the authors contributing to SMQ were male (79.1% or 634). Female authors accounted for 20.7% (or 166) of all the authors, although the gender of two of the authors could not be identified. Of the 79 articles with one author, 57 (72.2%) were by men and 22 (27.8%) were by women. Of the 447 secondary authors (those listed second, third, etc.), 352 (78.7%) were male and 93 were female (20.8%) while two could not be determined.

There were 14 countries represented by the 439 authors. The majority of the authors came from the United States (84.7% or 679). The authors from the United States were from 39 states and the District of Columbia. The next highest author representation came from Australia (6.7% or 54) and Canada (3.9% or 31). Canadian authors represented the provinces of Alberta, British Columbia, Manitoba, and Ontario. The remaining non-American authors (4.7% or 38) came from the following countries: Japan (9), Israel (5), Korea (5), Greece (4), UK (4), Germany (3), Portugal (3), Spain (2), Netherlands (1), Singapore (1), and France (1).

Authors were also placed into one of six categories to describe affiliation. Authors claiming academic institution affiliations were the most represented (82.5% or 662), followed by graduate students (10.2% or 82). Consulting firms (3.0% or 24) and sport organizations (2.5% or 20) were other categories included, along with public entities (0.9% or 7) and unknown (0.6% or 5).

Editors

The content analysis determined the gender make-up of the editors, associate editors, section editors, and review board members. Of the 76 issues analyzed in this study, a total of 92 editor opportunities existed. The majority, 80.4% (74), of those opportunities were filled by males, including 16 issues that had two male co-editors. Female editors accounted for 19.6% (18) of the editorial opportunities. There have been 55 associate editor opportunities over the course of SMQ's history. Over half of the journal's associate editor opportunities (60.0% or 33) have been female, and the remaining 40.0% (22) have been male. A total of 19 issues did not have associate editors while four issues had two associate editors. Section editors have been listed 212 times during the 20-year history of SMQ. Most section editors 173 (81.6%) were male, while 39 (18.4%) were female. Three different issues have used guest editors. Six guest editors total have contributed to SMQ, four of which have been male and two of which were female. A combined total of 1,600 opportunities were available for reviewers. On average, each issue had 14.2 male reviewers and 6.8 female reviewers. The number of male reviewers per issue ranged from 7 to 27 while female reviewers ranged from 0 to 11. Again, the majority (67.6% or 1,082) of the reviewers were male and 518 (32.4%) were female.

Research Method Used

The 346 research articles were analyzed based on methodology used. Over half of the articles (61.3% or 212) were categorized as using quantitative methods while 35.8% (124) were labeled as using qualitative methods. Ten articles (2.9%) used relatively equal amounts qualitative and quantitative methods and were labeled mixed methodology.

The highest percentage of quantitative articles used were descriptive (26.4%), factor analysis (16.5%) and t-test and ANOVA (14.6%). Other quantitative methodology used in SMQ included: regression (26), MANOVA (23), chi-square (17), "other" (16), correlation (6), and ANCOVA (2). Descriptive research accounted for 59.7% (74 articles) of the qualitative research appearing in the journal. Other qualitative methods used were: theoretical (25), interview (9), historical (8), focus group (4) and observational (4).

Sport Marketing Components

Sport marketing components outlined in the Pitts and Stotlar Sport Marketing Management Components (2007) were used to examine the research article contents. At least one article was labeled under each of the sport marketing components described in the aforementioned model.

Articles devoted to analysis of spectators (33.2% or 115) had the highest representation followed by 88 (25.4%) articles focused on marketing research. Fifty (14.5%) research articles analyzed marketing management strategies and 35 (10.1%) focused on marketing management evaluation. The remaining articles concentrated on the following sport marketing components: consumer segments (19 articles), promotions (8), place (8), analysis of participants (6), industry segmentation (5), analysis of spectators and participants (5), product (4), company mission (2) and price (1).

Sport Industry Segments

Each article was examined to identify which segments of the sport industry were in SMQ coverage over the 20-year history. Pedersen et al.'s (2011) Sport Industry Segments were used for the analysis. Sports medicine was the only industry segment not represented.

Sport marketing was the segment most often represented in SMQ, having 136 (39.3%) of the 346 total articles. Another 148 articles were represented by professional sport (25.5% or 88) and intercollegiate sport (17.3% or 60). The remaining industry segments examined were: sport communication (15 articles), international sport (13), sport event and facility management (10), participant sport (8), other (7), sport tourism (5), campus recreation (2), management and marketing agencies (1), and health promotion (1).

The coders also looked at the particular sport focus of each article. The majority of articles focused on multiple sports (209 articles or 60.4%). Football (7.8% or 27) and basketball (7.2% or 25) were the next most frequently addressed sports. The remaining sports appearing in the journal included: golf (15 articles), baseball (13), Olympics (11), soccer (11), auto-racing (9), hockey (7), action sports (6), tennis (5), wrestling (3), horse-racing (2), mixed martial arts (2), and the Gay Games (1).

Gender Focus of Articles

Articles were examined to see the degree to which they had an identifiable gender focus in the content. If an article concentrated on a male sport, such as the NFL, it was recorded as a male-focused article; likewise if a sport centered on females, such as the WNBA, it was labeled as a female-focused article. Articles that did not have an identifiable gender focus as well as articles which focused on both genders were categorized and placed into distinct separate categories. Over two-thirds of the articles (68.2% or 236) had no identifiable gender focus. Articles which had a male gender focus accounted for 15.6% (54 articles) while 7.8% (27 articles) focused on females. The remaining 29 articles (8.4%) were focused on both genders.

Discussion

In their 2001 study, Pedersen and Pitts called for their content analysis to be replicated in the future and the results compared with their findings. The current study was conducted in response to the 2001 call for replication. While the findings of the current study show progress has been made in certain areas highlighted in their analysis, the study's findings also reveal a need for continued efforts to be made to improve the breadth and depth of SMQ. This content analysis has revealed the journal has contributed 346 research articles to sport marketing literature and provide an outlet for 439 authors to disseminate their work. Without question the journal has made a significant contribution to the field during its 20-year history. The following suggestions were designed to assist the journal in addressing certain areas that are in need of attention as well as provide support for areas where improvement has already begun.

Much of our findings support those uncovered by Pedersen and Pitts (2001) that showed an unequal coverage of basic sport marketing components and industry segments. Nearly three-fourths of the articles focused on the analysis of spectators, marketing research and marketing management strategies. More than 80% of the industry segments concentrated on sport marketing, professional sport, and intercollegiate athletics. It is logical for a journal devoted to sport marketing research to have a large percentage of articles centered on these areas; however, sport marketing researchers should be aware that more consideration needs to be given to other aspects of sport marketing. There remains a need for current and future researchers to expand the scope of research topics to allow for a deeper understanding of the sport marketing field. It has been suggested that special issues be commissioned to focus on components, industry segments, and sport businesses that have received little or no attention and although there have been a few, it would be advantageous for authors to consider increasing the frequency of these publications (Pedersen & Pitts, 2001).

A greater variety of research designs and statistical analyses have started to occur since Pedersen and Pitts (2001) conducted their review. The amount of quantitative based articles published in the journal has increased as well as the selection of methods employed. Although descriptive measures continue to be the most often employed means of research, a greater variety of both qualitative and quantitative research methodology has provided a more thorough examination for selected sport marketing issues. To the contrary, the increased number of quantitative-based articles has come at the expense of a decreasing number of conceptual articles. Noting this fact, researchers should continue to be conscious of using a wide range of research methodologies to expand our grasp of sport marketing knowledge.

The gender percentage of contributing authors has unfortunately made little progress since Pedersen and Pitts' (2001) content analysis ten years ago. In fact, the percentage of male authors has actually increased by 1%. Pedersen and Pitts (2001) noted that a journal has no control over the demographics of submitting authors but did caution such a discrepancy does not reflect well in light of today's emphasis on diversity, and the current authors agree. Diversity also needs to be addressed with an emphasis made to increase the number of international authors, which currently only account for roughly 16% of the contributors. Sport is a global enterprise and a journal devoted to publishing marketing research needs to reflect this scope by having a larger contribution from international authors.

An area over which SMQ decision makers do have direct control are editorial positions, which have shown evidence of positive change within the past ten years. During the first half of the journal's existence there were no female editors--a combined total of 92 editorial opportunities were all filled by men (Pedersen & Pitts, 2001). However, more recently editorial positions have been filled by women. Other editorial posts--including associate editor, section editor, and editorial review members--have all shown significant increases in female representation. Pedersen and Pitts (2001) noted in their content analysis that "SMQ has a long way to go to achieve gender equity in relation to its editorial and review board positions" (p. 22). Significant increases have been made with regard to female representation in SMQ's editorial ranks, yet efforts need to continue to ensure both genders have an opportunity to contribute to the decision making processes of the journal.

Limitations and Future Studies

It is important to recognize the limitations in this study. The current study only focused on empirically based research articles and did not analyze other important sections of the journal such as case studies, sport marketing and the law, and the Industry Insider. These sections offer unique perspectives on the state of sport marketing and should be examined in future studies. Also, the current study compared findings to a previous content analysis of Sport Marketing Quarterly but did not compare results with other sport-related academic journals. It would be prudent to weigh the findings of the current study with other comparable sport-related journals to gauge strengths and weaknesses as well as SMQ's overall contribution to the sport management discipline.

Future studies examining SMQ could determine additional categories that should be included to more accurately reflect the full depth and scope of the scholarly contributions. As new marketing and sport trends continue to emerge, it is important to develop categories of investigation that reflect these additions in the marketplace. Another possibility for future research would also be to examine the cover art of SMQ to see how these images echo the content of the journal and diversity of the sport landscape. Lastly, more detailed analysis concerning specific aspects of the content included in SMQ, such as sampling techniques and statistical measures employed, are warranted.

Conclusion

When SMQ debuted 20 years ago, the intent was to strengthen sport and develop a body of knowledge in the field of sport marketing (Branch, 2002). The findings from the current study support that the journal has achieved this goal during the initial 20 years of publication. Still, efforts are needed to expand the breadth of content. For example, few studies have focused on marketing to sport participants, despite evidence that this area has grown dramatically in the past 20 years. To remain relevant, the scope of sport marketing research must also expand beyond the focus on fans/sport spectators and US-based sport. Although the findings show areas in which the journal needs to improve to reflect the many aspects of the sport marketing industry, it appears that efforts are in place to continue to make Sport Marketing Quarterly a highly respected outlet for publication within the sport management discipline.

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Ted B. Peetz is a doctoral student in Sport Education Leadership at the University of Nevada, Las Vegas. His research interests include sport consumer behavior and the use and effectiveness of athlete endorsers.

Lamar Reams is a doctoral student in the Sport Administration Program at the University of Northern Colorado. His research interests include marketing and the consumer behavior of combat sports fans.

Table 1.
Countries of Authors in Sport Marketing Quarterly

Country of Author     f       P

United States        679    84.7%
Australia             54     6.7%
Canada                31     3.9%
Japan                  9     1.1%
Israel                 5     0.6%
Korea                  5     0.6%
Greece                 4     0.5%
United Kingdom         4     0.5%
Germany                3     0.4%
Portugal               3     0.4%
Spain                  2     0.3%
Netherlands            1     0.1%
Singapore              1     0.1%
France                 1     0.1%

Total                802

Table 2.
Editors

Editor Position       f        P      Total
  Editor                                92
  Male                 74    80.4%
  Female               18    19.6%
Associate Editor                        55
  Male                 22      40%
  Female               33      60%
Section Editor                         212
  Male                173    81.6%
  Female               39    18.4%
Guest Editor                             6
  Male                  4    66.7%
  Female                2    33.3%
Reviewer                              1,600
  Male              1,082    67.6%
  Female              518    32.4%

Table 3.
Research method

Research Method         f     % of total    % of type of research

Quantitative           212       61.3%
  Descriptive           56       16.2%               26.4%
  Factor Analysis       35       10.1%               16.5%
  t-test and ANOVA      31        9.0%               14.6%
  Regression            26        7.5%               12.3%
  MANOVA                23        6.6%               10.8%
  Chi-Square            17        4.9%                8.0%
  Other                 16        4.6%                7.5%
  Correlation            6        1.7%                2.8%
  ANCOVA                 2        0.6%                0.9%
Qualitative            124       35.8%
  Descriptive           74       21.4%               59.7%
  Theoretical           25        7.2%               20.2%
  Interview              9        2.6%                7.3%
  Historical             8        2.3%                6.4%
  Focus                  4        1.2%                3.2%
  Observational          4        1.2%                3.2%
Mixed Method            10        2.9%

Total                  346

Note: Percentages may not equal 100% due to rounding.

Table 4.
Sport marketing components

Component                                   f       p

Analysis of Spectators                     115    33.2%
Marketing Research                          88    25.4%
Marketing Management Strategies             50    14.5%
Marketing Management Evaluation             35    10.1%
Consumer Segments                           19     5.5%
Promotions                                   8     2.3%
Place                                        8     2.3%
Analysis of Participants                     6     1.7%
Industry Segmentation                        5     1.4%
Analysis of Spectators and Participants      5     1.4%
Product                                      4     1.2%
Company Mission                              2     0.6%
Price                                        1     0.3%

Total                                      346

Adapted from Fundamentals of Sport Marketing (3rd ed.), Pitts &
Stotlar (2007).

Note: Percentages may not equal 100% due to rounding.

Table 5.
Sport business industry segment

Segment                                  f       p

Sport Marketing                         136    39.3%
Professional Sport                       88    25.4%
Intercollegiate Sport                    60    17.3%
Sport Communications                     15     4.3%
International Sport                      13     3.8%
Sport Event and Facility Management      10     2.9%
Participant Sport                         8     2.3%
Other                                     7     2.0%
Sport Tourism                             5     1.4%
Campus Recreation                         2     0.6%
Management and Marketing Agencies         1     0.3%
Health Promotion                          1     0.3%

Total                                   346

Adapted from Contemporary Sport Management (4th ed.), Pedersen, Parks,
Quarterman, & Thibault (2011).

Note: Percentages may not equal 100% due to rounding.