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Methodology
This chapter introduces the method and methodology chosen for this research. It introduces the specific methods used for sampling and data collection. In addition, the employed results of the qualitative analysis, and credibility of findings are discussed.
Research philosophy
According to Saunders, Lewis and Thornhill (2009), the research philosophy portrays the way in which a person views the world. It is a perspective through which the researcher approaches the research questions and interprets the findings. They further elaborate on four main philosophies that define the marketing research literature: interpretivism, positivism, realism, and pragmatism. In the case of this research, the authors chose to follow the path of a pragmatic research. The pragmatic research implies both an objective and subjective point of view and assumes that the researcher’s view on reality is external and chosen to best enable answering defined research questions (Saunders et al., 2009). Furthermore, it involves both a quantitative and qualitative method of approach.
The reasoning towards utilizing the pragmatic philosophy is because the authors focused on exploring the research questions as to how the different levels (high and low) of identified Arsenal FC fans perceive the sponsor-team fit with Emirates Airlines. In addition to the pragmatic philosophy of a quantitative and qualitative method of approach, a scaling technique was used to capture the specific level of identified Arsenal FC fans. In turn, an in-depth interview was conducted to measure the fan’s perception on the sponsor-team fit. Ultimately, the pragmatic philosophy allowed the authors to switch from one perspective to another with a purpose to help interpret the findings.
Research approach
The research approach examines how the theory is applied, which data collection methods are carried out and the level of finding’s generalizabity (Saunders et al., 2009). In a research approach, two constructs are identified: a deductive approach and an inductive approach. In order to follow the path of a deductive approach, one must develop a theory ,a hypothesis and design a strategy to test that hypothesis. In terms of an inductive approach, it exemplifies collecting data and potentially developing a theory based off the analysis. Furthermore, an inductive approach is based on learning from experiences; patterns, resemblances and regularities in experience are observed in order to reach conclusions (Saunders et al., 2009).
Saunders et al. (2009) however, argue of a third approach that exists: an abductive approach. This approach involves the use of a mixed method research design. It focuses on the particularities and not the generalizations of a specific situation, and can be used to comprehend phenomena in a new way through interpretation (Danermark, 2001). This research is guided by pragmatism and the perception of the sponsor-team fit between Emirates Airlines and Arsenal FC, collecting samples using a quantitative component to facilitate the identification of an appropriate sample to answer the research questions, and then identifying the perceptions of those samples using a qualitative in-depth interview approach. From there, the results of the different levels of identified Arsenal FC fans were taken into consideration to predict a probable conclusion. Despite having backed up theory within the frame of reference, the results were not always guaranteed. As can be seen in figure 3, the thesis is constructed from prior theoretical research, deviating those real-life observations with theory matching, and suggesting new theory with an application of conclusions. Thus, the authors chose to adopt the abductive approach.
Research design
Malhotra, Birks and Wills (2007) define the research design as « a framework or blueprint for conducting a marketing research project » (p. 64). The aim of the research design is to therefore define the procedures followed in gathering the required data that allows the researcher to solve the marketing research problem.
In general, there are two ways to conduct a research design: through an exploratory study or conclusive study (Malhotra et al., 2007). An exploratory study means finding out « what is happening » (quote page number). It is sought out to seek new insights, ask questions and assess those questions into a phenomena (Saunders et al., 2009). In addition, it helps understanding the nature of a problem in which the researcher is unsure about. A conclusive study, on the other hand, is divided into two constructs: a descriptive study and an explanatory study. A descriptive study focuses on a more structured and planned out process of quantitative techniques like questionnaires or structured interviews in order to describe the characteristics of a particular group. In terms of an explanatory study, it ideally searches to establish causal relationships between variables, the emphasis on studying a situation or a problem. Furthermore, conclusive research, in contrast to exploratory research, is based on large and representative samples with the collected data being analysed using a quantitative analysis (Wilson, 1996).
Since there is a consistent base of literature and theoretical concepts that are elaborated throughout the frame of reference within this thesis, and the purpose is to figure out a specific phenomenon of a fan’s perception toward the sponsor-team fit of Emirates Airlines and Arsenal FC, this thesis withheld an exploratory approach. The exploratory approach is used in cases where the problem must be defined more precisely, and which courses of action should be identified (Saunders et al., 2009). The authors explored how the different levels of identified Arsenal FC fans perceived the sponsor-team fit between Emirates Airlines and Arsenal FC.
Qualitative & Quantitative
The fundamental objective behind an exploratory research design lies within its ability to serve as a means to understand or attempt to interpret certain phenomena. In an exploratory research design, the research data can be collected in one of two ways:
quantitative or qualitative research. Saunders et al. (2009) simplifies the two types of research by associating quantitative as numerical data and qualitative as non-numerical (words). However, Brannick and Roche (1997) have argued that it is weak to describe the difference between the two in terms of words and numbers. Rather, they define quantitative as the focus on the connection among « a number of clearly defined and measured attributes involving many cases » and qualitative as the focus on the connection among « many contextualised attributes involving relatively few cases » (Brannick & Roche, 1997, p. 2). In terms of data collection, quantitative data uses a structured approach whereas qualitative data generally adopts an unstructured or semi-structured data collection technique.
In the case of this research, the authors have opted to use both a quantitative and qualitative approach in order to discern the proposed research questions. For the quantitative component of the research, two separate scales were adapted to measure the fans’ identification with Arsenal FC and the fans’ identification of the sponsor-team fit with Emirates Airlines and Arsenal FC. These scales were used to categorise the respondents based on their level of identification (high or low) with Arsenal FC and their identification with the sponsor-team fit. The qualitative component involved semi-structured, in-depth interviews with the participants that had identified themselves as either a high-identified or low-identified Arsenal FC fan. Through the use of the laddering technique, the authors aimed to explore the main research questions with the selected participants. The authors believed that in-depth interviews allowed for a more purposeful investigation of the relationship between the participants and their perceptions of the sponsor-team fit.
Though this research has adopted a quantitative method, the thesis still remained a qualitative study in nature. The quantitative questionnaire was implemented purely as an instrument to categorize the different levels (high and low) of identified Arsenal FC fans in Sweden. The qualitative portions of in-depth interviews were aimed at obtaining a deeper understanding of the fan’s perception of the sponsor-team fit between Emirates Airlines and Arsenal FC. Therefore, with the advantages of the laddering technique, it helped stimulate the identified Arsenal FC fans to reflect upon their perception in a way unconnected from their usual perceptions (Malhotra et al., 2007).
Sampling design
Any successful report is defined through a sampling process in which the reader can understand how and why the specific samples were chosen in order to implement the research purpose. Malhotra et al. (2007) defines the sampling process in six basic steps:
In the first step of the sampling process, a clear definition of the target population was expressed. It contains the collection of elements that possess the information caught on by the researcher, which inferences are then brought about. In order to support the effectiveness of the research, the elements of the target population must be clearly defined (Malhotra et al., 2007). In terms of this thesis, the target population were the different levels (high and low) of identified Arsenal FC fans in Sweden. As mentioned in chapter 1.1, 22.45% of Swedish Premier League fans support Arsenal FC, making it the most popular team among Premier League supporters in Sweden.
When discussing the sampling frame, a representation of the elements of the target population were taken into consideration; it consists of a list or set of directions in which the target population will be identified (Malhotra et al., 2007). In regards to the research at hand, the authors designed and implemented their own sampling frame: a matrix in which the high-identified and low-identified Arsenal FC fans were measured, placed and analysed based on perceptions.
In continuation with the sampling design, the third process involved selecting the sampling technique. According to Malhotra et al. (2007), there are two directions in which the researcher must decide whether to sample with or without replacement, and to use non-probability or probability sampling. The first approach, the Bayesian approach, is where the elements are selected subsequently, where as in the traditional approach the whole sample is selected before the collection of data has started. In terms of differentiating between non-probability and probability sampling, non-probability sampling is based on the sole judgement of the researcher while probability sampling relies on pure chance (Saunders et al., 2009). For the purpose of this thesis, the authors opted for the traditional approach and non-probability sampling method due to the fact that the results of the identified Arsenal FC fan depended on their personal willingness to participate and their affiliation towards Arsenal FC.
Sample size refers to the number of elements that were included within the study. Determination of the sample size depends on several different factors including the nature of the research. For an exploratory research, which is the case for this thesis, relatively small samples were required (Malhotra et al., 2007). The authors achieved this result by reaching fans residing in Sweden, through various Arsenal FC Facebook groups, word of mouth, and social connections of the authors.
In the final execution of the sampling process, detailed specifications of the first four sampling design steps were implemented in order to guarantee the consistency of the whole process (Malhotra et al., 2007). With respect to the execution of the sampling process, the final step incorporated a validation of the sample. This step aimed at taking account for the sampling frame error by screening the respondents within the data collection phase (Malhotra et al., 2007). For this thesis, the authors executed the sampling steps by using the SSIS scale in order to provide a more defined target population of either high-identified or low-identified Arsenal FC fans, guaranteeing a strong valid sample.
Since the focus of the study was on different levels of identified Arsenal FC fans in Sweden, the samples were not randomly selected. Instead, they were based on the researchers’ subjective judgement, which is why the non-probability sampling method was chosen. Within this technique the judgemental sampling, also known as purposive sampling, was selected as the primary source of sampling. Judgemental sampling is « a form of convenience sampling in which the population elements are selected based on the judgement of the researcher » (Malhotra et al., 2007, p. 412). Several Arsenal FC fan pages such as Facebook and supporter groups based in Sweden were identified in order to reach the target population. Finally, the authors adopted the snowball sampling method by asking Arsenal FC fans to pass the survey on to their fellow Arsenal FC fans. This method was implemented to strengthen the responses received.
Despite the fact that the judgemental and snowball sampling techniques are considered to be inexpensive, convenient and less time consuming, the authors acknowledge that it still contains certain limitations, for example the representative samples not being defined explicitly (Malhotra et al., 2007).
Table of Contents
1Introduction
1.1Background
1.2Problem discussion
1.3Purpose
1.4Delimitations
1.5Key terms
2Frame of reference
2.1Sponsorship in general
2.2Benefits of sponsorship
2.3Sponsorship portfolio diversity
2.4Sponsorship fit
2.5Sports fan identification
3Methodology
3.1Research philosophy
3.2Research approach
3.3Research design
3.4Sampling design
3.5Data collection
3.6Trustworthiness
4Empirical Findings
4.1SSIS scale evaluation
4.2Interview findings
5Analysis
5.1Benefits of sponsorship
5.2Sponsorship portfolio diversity
5.3Perception of sponsor-team fit
5.4Sports fan identification
6Conclusion
6.1Implications
6.2Limitations
6.3Future research recommendations 5
References
Appendices
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Fan identification and the perception of the sponsor-team fit The case of Emirates Airlines and Arsenal FC
