definitions. Quantitative research methods in sports fandom. Quantitative research advantages and disadvantages. Qualitative research methods in sports fandom. Qualitative research advantages and disadvantages. Mixed methods approach Summary
Although interest in the sports fan dates back to the beginning
of the century, there is little empirical research on the subject (Jones, 1997, p. 1).
Sports fandom comprises of emotional and behavioral aspects
which are of a value to the individual. The intensity of fandom can vary significantly (Pooley, 1978, p.14)
Sports fandom consists of cognitive, affective and behavioral
components which are of an equal importance when investigations are undertaken.
Previous research investigations into the sports fan have
favoured more quantitative methodologies such as Branscombe & Wann (1991, 1992). Qualitative research on the sports fan is extremely rare. However, such examples include Armstrong (1998).
Few investigations, if any, adopt a rigid mixed methods
approach of qualitative and quantitative research. Instead opting for a single methodology perspective.
The report argues that a mixed method approach is
worthwhile in order to gain a fuller understanding of the typical sports fan.
The nature of the sports fan investigated will have
implications upon the suitability of a methodology.
Sports fandom consists of more than overt behavior which
has important implications on the choice of research methodology.
Overt behavior is behavior that is done openly or intentionally.
In terms of sports fandom, verbal support for a particular sports team.
Quantitative research can be defined as
assumptions of human behavior of a sports fan according to social fact.
Quantitative research investigations look for
distinguishable characteristics in order to gain a quantifiable measurement of sports fandom.
Quantitative research is mainly used to address
the behavioral components of a typical sports fan.
Relatively easy to collect and collate sets of data.
Statistical analysis can be undertaken, giving the
investigation scientific credibility.
Anomalies can be distinguished within the data set
with relative ease.
Comparisons can be made between broad data
ranges.
Longitudinal data can be collected between
consecutive sessions in order to enhance data validity and reliability.
Jayaratne (1993) argues the strength of
quantitative research as it provides objective data for objective analysis. An example of this in relation to sports fandom is the comparison of fans evaluation of team performance in relation to attendance figures. An example of quantitative research is the SNCCFR (1996, 1997) research into behavioral patterns of a typical English football fan at a number of premier league football games.
Failure to assess the deeper underlying meanings
and explanations of sports fandom.
Only an assessment of the behavioral concept of
sports fandom, therefore does not address affective and cognitive psychological issues.
Single data studies are only considered as a relative
snapshot of sports fandom. This means that it doesnt take into account enduring variable factors such as a teams performance or currant form.
It addresses people as a complete set of variables,
making no reference to specific individuals empathy to sports fandom.
Qualitative research is an interpretative
approach from the informants point of view (Jones, 1997, p.3).
Qualitative methodologies provide in depth
knowledge on sporting fandom from a personal perspective, through research techniques such as interviews and open questionnaires.
Provides an insight to the cognitive and
affective aspects of sports fandom.
Advantages Measurement of human behavior from the outside.
Disadvantages Low sample numbers may mean data is unrepresentative of fandom
Provides an understanding of how Only subjective conclusions can
subjects view personal behavior. be drawn Allows greater in depth cognitive and effective sports fandom research
Maykut and Morehouse (1994)
suggest qualitative research may invite hostility.
Concepts are introduced from a
personal perspective rather than pre-determined by the researcher
Validity of the research is
questioned as it is difficult to determine how true the findings actually are.
Provides flexibility as a researcher Time consuming process of data
and a subject collection and collation Allows for longitudinal changes in sports fandom
Single methodology approach has been advocated
by a number of authors but many supporting arguments are pragmatic. Both qualitative and quantitative single methodology approaches have strengths and weaknesses. The combination of methodologies, however can strengthen research into sports fandom. Jayaratne (1993, p.117) comments qualitative data can support and explicate the meaning of quantitative research. This ensures that the final research product maximises the strength of a mixed methods approach. (Jones, 1997, p.5)
Sports fandom involves cognitive and affective
characteristics, as well as overt behavior. This means a qualitative core is appropriate for the investigation, supported by quantitative evidence. Quantitative analysis can complement the findings of qualitative research into sports fandom. A mixed method approach to sports fandom may enhance the quality of work produce and help provide greater scope for new developments within this particular .