This 16 page paper is a research proposal to investigate why a football team that is performing well may still be seeing a decline in ticket sales. There is a great deal of literature that associated the demand for tickets with performance levels and outcome uncertainly. There is also a smaller level of studies that has identified other factors, such as ticket cost, weather, day of the week and employment status may also impact on attendance. This paper proposes primary quantitative research with casual fans of a football club to assess what influences are impacting on the attendance in order to develop a simple but comprehensive model of influences. The bibliography cites 15 sources.
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literature that associated the demand for tickets with performance levels and outcome uncertainly. There is also a smaller level of studies that has identified other factors, such as ticket cost,
weather, day of the week and employment status may also impact on attendance. This paper proposes primary quantitative research with fans of Cheshire City that no longer attend football matches
or attend only on a casual basis to assess what influences are impacting on the Cheshire City fans. This will then be assessed with the use of a statistical package
to give the Cheshire City management a model that indicates the impact of the different influences to help then develop strategies to attract higher attendance number at their football matches.
Table of Contents 1. TERMS OF REFERENCE 3 2. LITERATURE REVIEW 5 3. RESEARCH METHODOLOGY AND INSTRUMENTS 8 4. INTERPRETING RESULTS 16 5. IMPLEMENTATION CONSIDERATIONS AND
REPORTING CONSIDERATIONS 17 REFERENCES 19 Table of Figures Figure 1; Gantt Chart 14 Figure 2; Budget 17
1. Terms of Reference Football is an important sport in the UK. In 2004/5 the average attendance at a football match was 15,885.
This indicates a high level of attendance across the country during the season. However attendance is not even across all clubs. The average attendance figures for a Premiership club the
average was 33,885 and for the 3rd division clubs this was 4,500 (Football Economy, 2005). The staging and support of football teams takes resources and the higher the level
of attendance the higher the ticket receipts. The higher levels of attendance, in the past, have also indicated better financial performance as complimentary good, such as football kits and accessories