Sports Marketing and Media Case Study 2022

Running head: SPORTS MARKETING AND MEDIA
A STUDY TO ANALYZE THE CONSUMPTION OF BASKETBALL SPORTING
ACTIVITIES BY THE UNIVERSITY STUDENTS IN AUSTRALIA
Name of the Student:
Name of the University:
Author’s Note:

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Table of Contents
1.0 Introduction................................................................................................................................3
2.0 Literature Review......................................................................................................................3
2.1 Background............................................................................................................................3
2.2 Article 1.................................................................................................................................4
2.3 Article 2.................................................................................................................................5
2.4 Article 3.................................................................................................................................6
2.5 Overview................................................................................................................................6
3.0 Methodology..............................................................................................................................8
3.1 Data Collection Method.........................................................................................................8
3.1.1 Justification for the Selection of Primary Data Collection Method...............................8
3.2 Data Analysis Method...........................................................................................................9
3.2.1 Justification for the Selection of Primary Qualitative Data Analysis Method...............9
4.0 Results........................................................................................................................................9
4.1 Attendance.............................................................................................................................9
4.2 Viewership...........................................................................................................................11
4.3 Playing.................................................................................................................................13
5.0 Discussion................................................................................................................................15
5.1 Attendance...........................................................................................................................15
5.2 Viewership...........................................................................................................................16

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5.3 Playing.................................................................................................................................17
6.0 Conclusion...............................................................................................................................17
References......................................................................................................................................19
Appendix 1: Interview Questions..................................................................................................21
Appendix 2: Interview Transcript..................................................................................................22

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1.0 Introduction
The aim of this study is to analyze the consumption of the Basketball sporting activities
by the university students within the nation of Australia. Egawa et al. (2019) are of the viewpoint
that Basketball is the 2nd most played sport in more than 200 different nations and it is seen that
more than 450 million people indulge in the concerned sport annually. Adding to this, Wen et al.
(2018) have noted that within the nation of Australia it is seen that almost every third individual
either is a fan of the concerned sport or actively indulges in the different activities related to the
same. More importantly, it is seen that the university students within the framework of the
concerned nation are the ones who over the years have shown the maximum amount of
enthusiasm towards this particular sport (Chen et al. 2016). However, as discussed by Borghesi
(2018), the major problem associated with the consumption of Basketball within the concerned
nation arises because in the last few decades the popularity of Cricket had increased in an
exponential manner in Australia. This in turn poses a substantial amount of threat to the
consumption of Basketball in the concerned nation and had also decreased the popularity of
Basketball within Australia and its consumption by the university students as well. It is in this
particular backdrop that the researcher intends to conduct the research under discussion here.
2.0 Literature Review
2.1 Background
The purpose of this Literature Review is to conduct a review of the past literature related
to the concept of consumption of Basketball sports activities among the university students
within the nation of Australia. This is likely to help the researcher to understand the different

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theoretical concepts, frameworks and others related to the topic that had been selected for
research by the researcher. More importantly, the concepts discussed in this particular section of
the study would help the researcher to undertake an effective discussion of the findings derived
from the analysis of the primary data collected through interviews. This is important since it will
help the researcher to effectively analyze the research topic that had been selected for analysis in
this paper.
2.2 Article 1
Taylor et al. (2018) have tried to explore the factors which have contributed towards the
increased participating of the female university students in the different collegiate sports
activities, particularly, Basketball. More importantly, Taylor et al. (2018) have focused on the
challenges that the women athletes face to build a successful career in the field of Basketball and
other kinds of sports within the nation of Australia. The authors collected data or information for
the completion of this article from the different secondary sources NCAA Division I conference
reports and others and thereby the method of qualitative data analysis was being used by the
authors for the analysis of the same.
The results of the article reveal the fact that an important challenge that the women
athletes faced was the lack of career options available to them on the score of the indulgence that
they showed different kinds of sports like Basketball and others. As a matter of fact, the findings
of the study clearly revealed the fact that only 30% of the women athletes who participated in
different kinds of sports at the college or the university level were being able to find adequate job
roles in the later part of their career. More importantly, the results of the study also revealed the
fact that there are various factors like popularity of Basketball, the opportunity to be physically
fit and others have substantially contributed towards the increased participation of women in

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Basketball sports at the college or the university level. This is an important resource for the study
since it will elucidate the factors which have contributed towards the consumption of Basketball
sports activities among the university students and also the challenges that they face to build a
successful career within the concerned domain.
2.3 Article 2
Funk, Pizzo and Baker (2018) in this article have tried to analyze the factors which had
increased the tendency on the part of the university students to participate in different kinds of e-
sports, particularly, Basketball. Furthermore, the authors have also tried to analyze the reasons
why the sports regulating authorities are increasingly resorting to different kinds of gaming apps
for the enhancement of the popularity of the sports to which they are associated with. The
authors, Funk, Pizzo and Baker (2018) for the completion of this article collected information
from different secondary sources and thereby the mechanism of qualitative data analysis method
was used by them.
Funk, Pizzo and Baker (2018) on the basis of the secondary data that they collected
found that inability or for that matter the hesitation of the individuals to indulge in different kinds
of sporting activities is an important factor which had contributed towards the widespread usage
of various sports gaming apps. Furthermore, the authors also found that the extensive circulation
of different kinds of gaming apps have enhanced the popularity of the different sports like
Basketball, Cricket and others significantly among the university students. Thus, it can be said
that this resource would be an important one for the study since it will highlight the manner in
which the sports authorities related to Basketball can enhance the popularity as well as the
consumption of the same among the university students.

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2.4 Article 3
Light and Yasaki (2017) in this article have tried to analyze the manner in which
Basketball had become ingrained into the cultural and the social framework of the nations of
Australia and Japan. Furthermore, Light and Yasaki (2017) have also tried to analyze the manner
in which participation of the university students and the other teenagers in Basketball shapes
their outlook, experience, cultural perspective and others. More importantly, the authors
collected primary data through “15-item questionnaire” survey from girls who were associated
with the different Basketball clubs of Japan and Australia. The data that was collected from these
girls was analyzed through the usage of the quantitative data analysis method.
Light and Yasaki (2017) found that the sports of Basketball had become an integral part
of the cultural framework of the nations of Japan and Australia. Furthermore, the results of the
article also reveal the fact that the university students generally like to bond over the different
games of Basketball and a discussion of the various aspects of the concerned sports had become
an important topic of discussion at the diverse social gatherings of the university students as
well. In addition to these, the results of the article under discussion here also reveal the fact that
the concerned sport had positively influenced the outlook, experience, cultural perspective and
others of the university students. Thus, it can be said that this article will be an important one for
the study since it highlights the cultural connotations associated with Basketball sports which
influence the university students to participate in the same.
2.5 Overview
A critical analysis of the three articles selected for discussion in this section of the study
clearly indicates the fact that the sport of Basketball is an extremely popular one among the
different university students and this in turn is one of the most important reasons why the

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majority of the university students actively participate within the same. More importantly, Taylor
et al. (2018) have highlighted the fact that unlike the earlier times when the male students only
used to participate in the Basketball related activities presently it is seen that the female students
are also showing an active interest towards the same. For instance, the article of Taylor et al.
(2018) clearly indicates that the participation of female university students in the concerned sport
had increased by more than 30% in the present. However, an important effect of the same can be
ascribed to the fact that this had not affected the job prospects of these university students and it
is seen that there are many female university who actively participate in Basketball find it very
difficult to get adequate jobs after the completion of their education.
Funk, Pizzo and Baker (2018) have noted that not all the university students have the
required level of physical fitness to participate in the Basketball games however this does not
affect their love for the concerned sport or for that matter their enthusiasm for the same. The
result effect of this is that in order to compensate for the same they use the different Basketball
related gaming apps which in turn had contributed substantially towards the emerging popularity
of the same. On the other hand, Light and Yasaki (2017) have noted that the Basketball games
have become an integral part of the cultural framework of the university students and are often
being used as a social currency by them. Thus, it is seen that a discussion about the same forms
an important topic of discussion among the university students at different social gatherings,
events and others. Therefore, it can be said that Basketball rather than being merely a sport had
become an integral part of life of the university students.

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3.0 Methodology
3.1 Data Collection Method
Hair Jr. et al. (2015) are of the viewpoint that the researchers usually either collect
firsthand primary data or use the information from the different secondary sources related to the
topic that they have selected for research. Adding to this, Sekaran and Bougie (2016) have noted
that primary firsthand data or information is being collected by the researchers through the usage
of the primary data collection method. On the other hand, as stated by Kumar (2019), secondary
data is being collected by the researchers from the different secondary sources through the usage
of the secondary data collection. However, at the same time it needs to be said that the secondary
data collected by the researchers often lack credibility or reliability and are often outdated in
nature and it is because of this aspect that the majority of the researchers take the help of the
primary data collection method (Flick 2015). Furthermore, the researchers who take the help of
primary data collection method have the opportunity to collect the required data through the
usage of the research strategies of survey, interview, observation and others (Quinlan et al.
2019).
3.1.1 Justification for the Selection of Primary Data Collection Method
The researcher had taken the help of the primary data collection method for the
completion of the research and the research strategy of interview have been used for the
collection of data from 6 university students related to their consumption of Basketball sporting
activities. The most important strength point of this data collection method is the fact that it
would help the researcher to collect reliable or credible firsthand information directly from the
university students and thus make the research more accurate. However, at the same time it
needs to be said that the weakness of this data collection method used by the researcher can be

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said to be the fact that it had substantially narrowed down the scope of the research since the
information or data was collected from a few university students.
3.2 Data Analysis Method
Taylor, Bogdan and DeVault (2015) are of the viewpoint that the data analysis method
which is being used by the researchers for the analysis of the data or the information that they
have collected is influenced by the nature or for that matter the kind of data or information that
they have collected. As discussed by Kumar (2019), the researchers who collect primary data
need to take the help of the quantitative data analysis method whereas the researchers using
secondary data need to use qualitative data analysis method.
3.2.1 Justification for the Selection of Primary Qualitative Data Analysis Method
The researcher took the help of the primary qualitative data analysis method since
primary data was collected from 6 university students. The strength of this data analysis method
is the fact that it would help the researcher to adequately analysis the data that had been collected
from the university students through the tool of interview. However, the weakness of this data
analysis method can be attributed to the fact that the data which had been collected from the
university students are completely accurate because of their own perceptions, bias and others and
this can substantially affect the results of the entire study.
4.0 Results
4.1 Attendance
Respondent
s
How often do you attend the Basketball
games?
Do you like to take your friends
along with you while attending

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the Basketball games?
Respondent
1
I attend the Basketball games almost on a
regular basis
Yes, I like to attend the different
Basketball games with my friends
and family members.
Respondent
2
I attend almost all the Basketball games
which are being organized in our area
Yes, I make it a point to take my
friends along with me to the
stadiums while attending the
Basketball games.
Respondent
3
I like to attend the Basketball games
however the majority of the times I am not
being able to do so because of my hectic
schedule
I always take my friends while
attending the different Basketball
games.
Respondent
4
Yes, I like to attend the Basketball games I take my friends along with me so
as to enjoy the Basketball games in
the best possible manner.
Respondent
5
I do not attend the Basketball games very
frequently
I normally take my friends along
with me but that depends
significantly on the time factor.
Respondent
6
No, I do not generally attend the
Basketball games
No, I do not take my friends along
with me to the Basketball games.

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4.2 Viewership
Respondents Do you regularly
watch Basketball
games over
television or the
internet?
Do you have
any sports
channel
subscriptions?
Do you like to
watch the
Basketball
games with your
friends and
family
members?
Do you think
that there is any
difference
between
attending the
Basketball
games and
watching the
same over
television or the
internet?
Respondent 1 Yes, I frequently
watch the
Basketball games
over the television
or the internet as per
my convenience.
Yes, I have a
sports channel
subscription
since I do not
like to miss the
Basketball
games.
Yes, I enjoy
watching the
Basketball games
with my friends
and family
members.
I think that there
is a significant
amount of
difference
between
watching the
Basketball games
in the stadium
live and
watching them
over the

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television or the
internet.
Respondent 2 I normally watch
the Basketball
games over the
television since I
have a sports
channel
subscription
Yes, I have a
sports channel
subscription
through which I
watch all the
games live.
I like to watch
the Basketball
games better my
friends than my
family members.
Yes, there is a
difference
between
watching the
Basketball games
over the
television or the
internet and
watching them in
the stadium.
Respondent 3 I watch the
Basketball games
over the internet
since I buy schedule
does not allow me
to watch the games
live over the
television.
No, I do not have
a sports channel
subscription thus
I have to watch
over the internet.
I thoroughly
enjoy watching
the Basketball
games with my
friends and
family members.
I would say that
there is a
significant
amount of
difference
between the two.
Respondent 4 I prefer to watch the
Basketball games in
the stadium live
Although I have
a sports channel
subscription yet I
Most of my
friends are busy.
Thus, I have to
I think that it is
almost the same.

13SPORTS MARKETING AND MEDIA
rather than watch
the same over the
internet or the
television.
prefer to watch
the Basketball
games live in the
stadium.
watch the
Basketball games
with my family
members.
Respondent 5 Yes, I watch the
different Basketball
games both over the
internet and also
over the television.
Yes, I have a
sports channel
subscription.
Yes, I enjoy
watching the
games with
friends and
family however
they do not
always have the
time for doing
so.
I believe that it is
more enjoyable
to watch the
matches in the
stadium than
over the internet
or the television.
Respondent 6 No, I do not watch
the Basketball
games over the
television or the
internet.
No, I do not have
a sports channel
subscription.
No, I do not
enjoy watching
the Basketball
games with my
friends or family
members.
I don’t think that
there is any
difference
between the two.
4.3 Playing
Respondents Do you like to
play
Does your
university
How important
playing
Do you see
yourself playing

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Basketball? organize any
Basketball
games?
Basketball is to
you?
Basketball
professionally in
future?
Respondent 1 Yes, I like to
play Basketball
and I have been
playing the same
since my
childhood.
Yes, it regularly
does.
It had been an
important part of
my upbringing
and I think that it
had become an
important part of
my entire life
itself.
Yes
Respondent 2 I am a very big
fan of Basketball
however I cannot
play it.
Yes I think it is very
much important
Yes
Respondent 3 Yes, I like to Yes I had been a part
of my life since
my childhood
and even in the
present times
when I have time
I play it.
Maybe
Respondent 4 Yes, I enjoy Yes It is very Probably

15SPORTS MARKETING AND MEDIA
playing
Basketball
however my
busy schedule
leaves me with
very little time to
play the same.
important
Respondent 5 Of course I do. Yes Of course it is. Yes
Respondent 6 No, I don’t like
to play
Basketball.
Yes I don’t think it is
of much
importance apart
from the
entertainment
value
No
5.0 Discussion
5.1 Attendance
The responses given by the majority of the participants in the interview reveal the fact
that they enjoy attending the different Basketball games in the stadium. Furthermore, only one of
the participants (Respondent 6) in the interview stated that “No, I do not generally attend the
Basketball games” apart from whom the rest of the participants stated that they enjoyed. This as
a matter of fact is in synchronicity with the viewpoint of Taylor et al. (2018) that the

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participation in Basketball sporting activities had increased among the female university students
by more than 30% along with the male university students. Furthermore, “Respondent 1” stated
that “I like to attend the different Basketball games with my friends and family members” and
this viewpoint of “Respondent 1” is supported by the majority of the participants in the
interview. However, the only exception to this is “Respondent 6” who stated that “No, I do not
take my friends along with me to the Basketball games”. More importantly, Light and Yasaki
(2017) had suggested that Basketball had become an important part of the lives of the people of
Australia and the individuals generally like to indulge in the same with their friends and family
members.
5.2 Viewership
The majority of the participants in the interview revealed the fact that they liked to watch
the Basketball matches over the television or the internet and some of them even had taken sports
channel subscription for enjoying the same. Furthermore, the respondents also suggested that
because of timing issues they resorted to the usage of the internet for watching the games.
However, “Respondent 4” stated that “I prefer to watch the Basketball games in the stadium live
rather than watch the same over the internet or the television”. In this relation, Funk, Pizzo and
Baker (2018) have noted that because of physical constraints and also timing issues the
university students take the help of the gaming apps or the internet to stay connected with the
concerned game. This as a matter of fact offers adequate explanation for the fact that the
majority of the participants consider there is a substantial amount of difference between actually
attending the games and watching them over the television or the internet.

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5.3 Playing
The majority of the participants in the interview stated that they like to Basketball and
having been playing the concerned game since their childhood. More importantly, “Respondent
1” had also stated that “It had been an important part of my upbringing and I think that it had
become an important part of my entire life itself”. Furthermore, the respondents also pointed out
that their University regularly organized Basketball games and they think that they are likely to
stay associated with the concerned sport in future as well. In this relation, Light and Yasaki
(2017) have pointed that playing Basketball had become a kind of a social currency and the
individuals during the social gatherings, events and others often discuss Basketball with their
friends and family members. This in turn explains the enthusiasm as well as the love for
Basketball that the majority of the participants in the interview share with each other.
6.0 Conclusion
To conclude, Basketball is an important sport within the nation of Australia and the
different university students actively indulge within the same. Furthermore, the results of the
study also reveal the fact that the university students not only frequently attend the Basketball
games with their friends or family members but also watch or play the same as well. More
importantly, Basketball had become a kind of social currency among the university students and
they generally like to discuss the same at social gathering, events and others.
The three most important recommendations that can be followed for the expansion of the
scope of this study in future are listed below-

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 Collection of information or data through the usage of the research strategy of survey so
as to collect information from a large number of people which in turn would enhance the
scope of the study
 Usage of both primary and secondary data collection methods for enhancing the quality
of data or information that would be collected for the completion of the study
 Rather than focusing on just one university, the researcher will collect data from the
students related to the other universities of Australia as well for the expansion of the
scope of this study

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References
Bell, E., Bryman, A. and Harley, B., 2018. Business research methods. Oxford university press.
Borghesi, R., 2018. The financial and competitive value of NCAA basketball recruits. Journal of
Sports Economics, 19(1), pp.31-49.
Chen, S., Duncan, T., Street, E., Hesterberg, B., Steve Chen, D.S.M. and is an undergraduate
Sport, B.H., 2016. Differences in official athletic website coverage and social media use between
men’s and women’s basketball teams. Sport J, 49.
Egawa, J., Hochi, Y., Iwaasa, T., Togashi, E., Inaba, K. and Mizuno, M., 2019, July. The Effects
of University Students’ Physical Activity Experience on Communication Skills and Anxiety.
In International Conference on Applied Human Factors and Ergonomics (pp. 358-366).
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Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Funk, D.C., Pizzo, A.D. and Baker, B.J., 2018. eSport management: Embracing eSport education
and research opportunities. Sport Management Review, 21(1), pp.7-13.
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business research methods. Routledge.
Kumar, R., 2019. Research methodology: A step-by-step guide for beginners. Sage Publications
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Layne, T.E. and Yli-Piipari, S., 2015. Effects of the Sport Education model on university
students game performance and content knowledge in basketball. Journal of Sports
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Light, R. and Yasaki, W., 2017. Adolescent girls’ experiences of basketball in Australian and
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Cengage.
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John Wiley & Sons.
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Appendix 1: Interview Questions
1. How often do you attend the Basketball games?
2. Do you like to take your friends along with you while attending the Basketball games?
3. Do you regularly watch Basketball games over television or the internet?
4. Do you have any sports channel subscriptions?
5. Do you like to watch the Basketball games with your friends and family members?
6. Do you think that there is any difference between attending the Basketball games and
watching the same over television or the internet?
7. Do you like to play Basketball?
8. Does your university organize any Basketball games?
9. How important playing Basketball is to you?
10. Do you see yourself playing Basketball professionally in future?

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Appendix 2: Interview Transcript
Respondent 1
Question: How often do you attend the Basketball games?
Answer: I attend the Basketball games almost on a regular basis
Question: Do you like to take your friends along with you while attending the Basketball
games?
Answer: Yes, I like to attend the different Basketball games with my friends and family
members.
Question: Do you regularly watch Basketball games over television or the internet?
Answer: Yes, I frequently watch the Basketball games over the television or the internet as per
my convenience.
Question: Do you have any sports channel subscriptions?
Answer: Yes, I have a sports channel subscription since I do not like to miss the Basketball
games.
Question: Do you like to watch the Basketball games with your friends and family members?
Answer: Yes, I enjoy watching the Basketball games with my friends and family members.
Question: Do you think that there is any difference between attending the Basketball games and
watching the same over television or the internet?

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Answer: I think that there is a significant amount of difference between watching the Basketball
games in the stadium live and watching them over the television or the internet.
Question: Do you like to play Basketball?
Answer: Yes, I like to play Basketball and I have been playing the same since my childhood.
Question: Does your university organize any Basketball games?
Answer: Yes, it regularly does.
Question: How important playing Basketball is to you?
Answer: It had been an important part of my upbringing and I think that it had become an
important part of my entire life itself.
Question: Do you see yourself playing Basketball professionally in future?
Answer: Yes