Research Methods
staley8
question_3_attachment.rtf
Old School versus New School Sports Fans
Three academic researchers investigated the idea that, in American sports, there are two segments with opposing views about the goal of competition (i.e.,
winning versus self-actualization) and the acceptable/desirable way of achieving this goal.' Persons who believe in "winning at any cost" are proponents of sports success as a product and can be labeled new school (NS) individuals. The new school is founded on notions of
the player before the team, loyalty to the highest bidder, and high- tech production and consumption of professional sports. On the
other hand, persons who value the process of sports and believe that "how you play the game matters" can be labeled old school (OS) individuals. The old school emerges from old-fashioned American
notions of the team before the player, sportsmanship, and loyalty above all else, and competition simply for "love of the game."
New school/old school was measured by asking agreement with ten attitude statements. The scores on these statements were com- bined. Higher scores represent an orientation toward old school values. For purposes of this case study, individuals who did not answer every question were eliminated from the analysis. Based on their summated scores across the 10 items, respondents were grouped into low score, middle score, and high score groups. Exhibit 22.1-1 shows the SPSS computer output of a cross-tabulation to relate the gender of the respondent (GENDER) with the new school/old
school grouping (OLDSKOOL).
::;"SE EXHIBIT 22 1-1
SPSS Output
OLDSKOOL
high
Count
9
17
26
within OLDSKOOL
34.6
65.4
100.0
within GENDER
10.6
9.2
9.6
of Total
3.3
6.3
9.6
low
Count
45
70
115
within OLDSKOOL
39.1
60.9
100.0
within GENDER
52.9
37.8
42.6
of Total
16.7
25.9
42.6
middle
Count
31
98
129
within OLDSKOOL
24.0
76.0
100.0
within GENDER
36.5
53.0
47.8
of Total
11.5
36.3
47.8
Count
85
185
270
Total
within OLDSKOOL
31.5
68.5
100.0
'F
.§
within GENDER
100.0
100.0
100.0
of Total
31.5
68.5
100.0
oJ
{~
(Continued)
552
Part 6: Data Analysis and Presentation
C"SE EXHIB,T 22.1-1 (Continued)
SPSS Output
Pearson Chi-Square
6.557"
2
.038
Likelihood Ratio
2
.037
6.608
N of Valid Cases
270
"0 cells (.0) have expected count less than 5. The minimum expected count is 8.19.
Questions
2. Is the analytical approach used here appropriate?
3. Describe an alternative approach to the analysis of the original data. Which of these two analyses would you suggest using?
I. Interpret the computer output. What do the results presented above indicate?
