In 2005, entrepreneur Brady Nelson submitted a proposal to bring an arena football team to Spokane and league commissioner approved it (http://www.spokaneshock.com/team/staff/?staff_id=2). In fact, Spokane Shock began its inaugural season in 2006 at “Arenafootball2” (AF2), sub-division of Arena Football League (AFL) and became one of three expansion teams with Everett Hawks and Stockton Lightning. Spokane Shock accomplished both on-field and off-field success by winning division titles in all four seasons and Arena Cups in 2006 (http://www.nationmaster.com/encyclopedia/Spokane-Shock) and off-field success and by achieving 25 sell-outs of 32 games from 2006 to 2009 while playing at AF2. After 2009 season, AF2 filed a bankruptcy heavily due …show more content…
However, Shock was not as competitive in AFL as they used to be both from on-field by being ranked 5th, 3rd, and 6th in 2010, 2011, and 2012, respectively and off-field sides by selling out only 1 game of 26 games from 2010 to 2012 (http://www.arenafan.com/teams/Spokane_Shock-149/history). The Roles of Marketing Research According to Bellenger (1979), marketing research serves as a critical component not only in decision-making process, but also in achieving the organizational goals and objectives. Tarka (2012) also asserted that marketing research helps the organization’s management on the righteousness and correctness of their decisions to be undertaken at present or in the future. Even though the main purpose of marketing research varies depending on the needs and wants of the organization, it can be conducted in the following two ways. First of all, the organization collects and analyzes the external …show more content…
Secondly, once the main value of the customers is available to the marketers, the company will be able to convert a customer into a member of a higher profitability segment. This tactic can only be achieved after completely valuation and analysis of the features and behaviors of the customers for optimizing marketing investments (Tirenni, Kaiser, & Herrmann,