Market Research Implementation Plan

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Market Research Implementation Plan

Use of market research concerning the Yankees organizations’ proposed increase in ticket, concession, and merchandise prices to enable the organization financially to obtain a Major League Baseball (MLB) championship team. An online secondary research resource is selected and applied to the marketing research implementation plan. Additionally, two of the four market research tools previously analyzed will be selected to develop two survey instruments. Recommendations of sampling procedures for implementing the survey instruments are also discussed.

Secondary Market Research for the Yankees

Is the Yankees payroll almost laughable at this point? For a better part of the past two decades the New York Yankees have outspent nearly 60% of the league by more than double. Last year the Yankees payroll amounted to almost $200 million. The Kansas City Royals’ payroll was $36 million (CBS Interactive, 2011). Because of the Yankees massive payroll, the team has had to increase ticket, merchandise, and food and beverage costs to compensate for its exorbitant payroll. Secondary research shows the following statistics regarding costs: the average cost of a ticket for a Yankees games is $80; the average cost of a ticket for a Cincinnati Reds game is $15 (SeatGeek, 2011). The average cost of a premium seat is $312; the cost for a beer is $6; the cost for a hotdog is $3; the average cost for parking is $35; the average cost for a hat is $25 (Team Marketing Report, 2011). The Yankees will argue that if Yankees fans want a championship the organization has to spend this kind of money on players and concessions. The aftermath is these massive ticket and merchandise prices. Fans do not seem to mind because the ...

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...h ed.). Upper Saddle River, NJ: Prentice Hall.

CBS Interactive. (2011). MLB salaries. Retrieved November 26, 2011, from http://www.cbssports.com/mlb/salaries.

Forbes.com, LLC. (2011). The business of baseball #1 New York Yankees. Retrieved November 26, 2011, from http://www.forbes.com/lists/2011/33/baseball-valuations-11_New-York- Yankees_334613.html.

McDaniel, C., & Gates, R. (2006).Marketing research (7th ed.). Noboken, NJ: John Wiley & Sons.

McDaniel, C., & Gates, R. (2007).Marketing research essentials (6th ed.). Noboken, NJ: John Wiley & Sons.

Newman, M. (2011). MLB posts fifth-highest attendance total. MLB.com. Retrieved from

http://mlb.mlb.com/news/article.jsp?ymd=20110929&content_id=25390384&vkey=news

_mlb&c_id=mlb

SeatGeek. (2011). New York Yankees ticket prices. Retrieved November 26, 2011, from http://seatgeek.com/new-york-yankees-ticket-prices/

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