RESM 5510.001 - Revenue Generation and Financial Management in Recreation, Event, and Sport Organizations

Article Review Paper #1 1

Your Name

RESM 5510 Spring 20xx

Month/Day/Year

Dwyer, B., & Yongjae, K. (2011). For love or money: Developing and validating a motivational scale for fantasy football participation. Journal of Sport Management, 25(1), 70-83.

Approach

This study used a mixed-methods approach. Qualitative research was used in the form of a semi-structured interview guide to lead a focus group discussion. Open-ended questions were used to elicit reasons for participating in fantasy football. A quantitative research method was then followed. From the data gathered in the focus group, a series of statements regarding the most popular reasons were identified. From these statements, a questionnaire with a seven-point Likert-type scale ranging from 1 = Strongly Disagree to 7 = Strongly Agree was developed.

Theoretical Rationale

Sport managers need to understand what motivates fantasy sport consumers. This information is important, as it allows marketers to provide products and services that continually meet the needs and wants of sport consumers. Nearly 30 million people in North America participate in some type of fantasy sport league. A large portion of these participants represents corporate America’s most highly coveted group of consumers. This group included Caucasian males, ages 18-45, with bachelor’s degrees and an annual income of at least $78,000. Fantasy sport is becoming an increasingly effective way to reach these valuable consumers.

Primary Research Questions

1. What is the consumer motivation for fantasy sports participants?

Variables

This study focused on and measured the validity of three participant motivations: (a) entertainment/escape, (b) competition, and (c) social interaction. These variables were measured by study participants by completing a questionnaire where they rated their level of agree/disagreement on 12 statements. The instrument used in the study was the Motivation Scale for Fantasy Football Participants (MSFFP).

Population/Sample

The focus groups that were conducted included 23 Caucasian males, ages 23-35. They were selected by their willingness to participate in the focus group and their level of involvement in fantasy football. The final web-based survey used a sample of fantasy football participants on ESPN.com and Yahoo.com who indicated they were at least 18 years old. Of the 1,314 people who viewed the initial posting that solicited participation, 384 started the survey and 201 respondents completed it.

Findings

Gambling was an initial focus of the study. It was discovered early on that while gambling was an important motivation for some fantasy football participants, it was not a good predictor of sport-related media consumption. Fantasy football participants are motivated by social interaction to “stay in contact and/or connect with family, friends, and coworkers.” Competition is another motivational factor that influences positive consumer behavior. Participants who were motivated by competition actively seek out sport statistics, player stats, and team strategy. This potentially leads to “higher demand for NFL products and services.”

Strengths and Weaknesses of the Article

Strengths

· The statements developed for the Motivation Scale for Fantasy Football Participation (MSFFP) were easy to understand and rate by participants.

· The study had a pretty good response rate and a good sample size.

· The theoretical basis for the study was strong, with a lot of previous research cited in support of their study.

· The initial focus groups encouraged open discussion to gain a vast and comprehensive look at the motivations of fantasy football participants. The most popular statements were cross-referenced by two independent content evaluators.

Weaknesses

· The sample was somewhat homogenous, comprised mainly of young, highly educated males. This could underestimate the correlations and impact generalization of the study to other groups.

· The sample for the focus group was somewhat limited.

· Only fantasy football was studied in this study, while there are other forms of fantasy sports.

· Only positive motives were included in this study while constraints were not.