Introduction
Thinking of the research, the reader might imagine a collection of quantitative and qualitative data gathered with the help of surveys, questionnaires, interviews, and other methods. While the former are the basics of any research project, there is much more in between the data collection. The following pages of the work contain the research methodology of the thesis. The author explained in detail the choice of the research strategy, the research methods, the research approach, the methods and instruments of data collection.
The research strategy
A basic theoretical kind of research was applied to the project, aiming to develop knowledge about the factors defining the loyalty of sports fans. The proposed research examined the influences causing people to become avid sports fans and offered a fresh point of view on a topic of sports as a means of entertainment.
Research Methods
In compliance with the objectives of the thesis, the qualitative methods were used. Qualitative research involves the synthesis between the use of literature and the collection of the data with the eventual development of the conceptual framework. It ensures the detailed description and interpretation of a specific concept, providing in-depth insight into the given problem. Moreover, qualitative research is applied when dealing with people’s beliefs, feelings, and motivations. Therefore, it is especially useful for answering questions about the perspectives of the groups under study. The sports event is a kind of social activity that involves certain relationships and behavioral models that constitute the factors of fan loyalty studied in the project.
Quantitative research, on the other hand, is used when there is a need for measurement, categorization, or statistical modeling, which is not the case with the project in question, as its aim is observing the behavior of a specific group of people. Accordingly, the sole method of qualitative analysis was used in the thesis.
Research Approach
For the interpretive, qualitative purposes of the research, the inductive approach was applied to the study. The goal was to collect and analyze data on a specific observation and provide an explanation as to what causes a person to become a loyal sports fan.
Methods and instruments of data collection
Collecting accurate data was an integral part of the research. For this purpose, the qualitative data collection techniques, such as the participant observations and the interviews, were used. The methods allowed the author to collect first-hand data on the wide range of behaviors and motives of the sports fans to distinguish the factors of fan loyalty. The main advantage of the participant observation was getting the insider’s perspective. The observations during the fieldwork at the various sports events included the systematic noting and recording of actions and behavior of the research group for a better understanding of the case under study. By volunteering at sports events, the researcher was able to participate in the daily activities of the study group gathering the data about the underlying causes of becoming a loyal sports fan.
The participant observation method required a special set of instruments to record and describe the data and events during the fieldwork. The author used specific protocol with criteria to judge the observations against it, as well as the dated field notes to accurately describe the setting, the interactions, and behavior involved in the sports event participation without being judgmental.
The interviews provided the author with the advantages of direct contact and impartial review of the studied group and its features. For the purpose of gathering relevant content, semi-structured interviews were conducted involving the use of open-ended questions. Such an approach motivated the interviewees to discuss the topics freely while helping the interviewer follow the general structure of discussion. Comprehensive questionnaires were used during the interviews with the subjects of study, as well as the cues to support the conversation flow.
The sample interview questions included:
- How did you become a sports fan?
- Did your geographic location influence your choice of a team?
- Do your family and friends support your choice of a favorite team?
- Is the team of your choice popular with the local population?
- Are the colors and official merchandise of your favorite team important to you?
The disadvantage of the semi-structured interview, however, was that the author had to deal with a large number of subjective thoughts and personal interpretations, which required significant efforts from the researcher to produce an objective idea. The solution to this situation was the use of focus groups during interviews that involved group communication to generate the idea and clarify the views in ways not always existent with one interviewee. The ideal focus groups consisted of about 6 to 10 participants.
Data Analysis
Qualitative data analysis involved the classification of data as primary and secondary. Primary data was gathered directly from participants over the course of interviews and participant observation primarily in the form of field notes. The secondary data is collected from sources such as letters, documents, and research materials. Both types of data were processed by creating theoretical categories providing a structure for further analysis.