박성배
2017-08-21T02:20:28Z
2017-08-21T02:20:28Z
2015-11
한국체육정책학회지, v. 13, NO 4(통권35호), Page. 203-214
1958-8376
http://www.earticle.net/Article.aspx?sn=258280
http://hdl.handle.net/20.500.11754/28631
The main purpose of this current study was to step beyond conventional descriptive analyses by applying a relatively new method of analysis with a more exploratory character, namely data mining. This study was to analyze critical determinants of fan segmentation in a professional baseball franchise in Korea. Also it was to build on previous research on the application of data mining to the fans of the professional baseball franchise in Korea and contributes to the foundational research toward fan segmentation strategies. A total of 25 survey crews were recruited on the voluntary basis from a university in Korea and educated about their roles and responsibilities at the orientation session before they were sent to the baseball stadium. A total of 10 home games of A professional baseball franchise were randomly selected for this study and four to five survey crews were dispatched to each game. 1869 participants (56.8% female and 43.2% male, mean age = 26.59 years, SD = 9.09 years) during a professional baseball game in Korea responded to the questionnaires. Two decision tree models were successfully created with fandom and gender being the dependant variable, respectively. The first model had a total of three layers with eight nodes and the second one consist of four layers with 10 nodes.
ko_KR
한국체육정책학회
CHAID 의사결정 모델
마케팅 전략
시장세 분화
마케팅 리서치
CHAID decision tree model
Market Segmentation
Marketing Strategy
Marketing Research
CHAID 의사결정 모델을 활용한 국내 프로야구 구단의 마케팅전략 수립에 관한 정책 방안 연구
Use of CHAID Decision Tree Model into the Market Strategy of the Professional Korean Baseball Franchises
Article
4
13
203-214
한국체육정책학회지
박성배
최준서
신상현
Park, Sung-Bae Roger
Choi, Joon-Seo Andrew
Shin, Sang-Hyun
2015041740
S
COLLEGE OF ART AND PHYSICAL EDUCATION[S]
DEPARTMENT OF SPORTS INDUSTRY
srogerpark