نوع مقاله : مقاله پژوهشی
نویسندگان
1 دکتری مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران،ایران
2 دانشیار مدیریت ورزشی، دانشکدة تربیت بدنی و علوم ورزشی، دانشگاه تهران، تهران،ایران
چکیده
هدف از این تحقیق بررسی شاخص‌های روان‌سنجی پرسشنامة اجرای ارتباطات بازاریابی یکپارچه در باشگاه‌های لیگ حرفه‌ای فوتبال کشور بود. پرسشنامه بین مدیران عامل و کمیتة بازاریابی باشگاه‌های لیگ حرفه‌ای فوتبال کشور توزیع شد که در نهایت 61 پرسشنامه دریافت شد. شاخص‌های روان‌سنجی با روش آماری متناسب با آن تعیین شد. به‌منظور بررسی ویژگی‌های روان‌سنجی پرسشنامه ابتدا تحلیل عاملی اکتشافی و سپس بررسی مدل اندازه‌گیری (بررسی روایی و پایایی) انجام گرفت. نتایج به‌دست‌آمده از روش تحلیل عاملی و چرخش واریمکس سه عامل ارتباطات بازاریابی یکپارچه را نشان داد. بعد از چرخش 4 شاخص با عامل اول دارای همبستگی بالاتر از 525/0 بودند. در مجموع 13 سؤال روی عامل دوم دارای بار عاملی بیش از 576/0 و در عین حال 3 شاخص روی عامل سوم دارای بار عاملی بالاتر از 637/0 بودند. همچنین ساختار پرسشنامه برازش قابل قبولی با داده‌ها داشت و تمامی شاخص‌های نیکویی برازش، مدل را تأیید کردند. ضریب پایایی در حد رضایت‌بخش بو؛د به‌ترتیب 76/0 برای تعامل سازمانی و 88/0 برای بازاریابی مأموریت گرا و 88/0 برای برنامه‌ریزی استراتژیک میان‌وظیفه‌ای گزارش شد که مقدار مطلوب پایایی را نشان می‌دهد. با توجه به شاخص‌های روان‌سنجی محاسبه‌شده، این پرسشنامه می‌تواند برای ارزیابی ارتباطات بازاریابی یکپارچه در باشگاه‌های لیگ حرفه‌ای فوتبال کشور مناسب باشد و به بهبود عملکرد آنها کمک کند.
کلیدواژه‌ها
عنوان مقاله [English]
An Investigation of the Psychometric Indices of the Integrated Marketing Communications Questionnaire in Iran Football Professional League Clubs
نویسندگان [English]
- Avisa Ramezani 1
- Mehrzad Hamidi 2
- Mohammad Khabiri 2
1 PhD in Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
2 Associate Professor of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran
چکیده [English]
The aim of this study was to investigate the psychometric indices of the Integrated Marketing Communications questionnaire in Iran football professional league clubs. The questionnaire was distributed among the CEOs and the marketing committee of the mentioned clubs, and finally 61 questionnaires were received. Psychometric indices were determined by appropriate statistical methods. In order to evaluate the psychometric indices of the questionnaire, firstly exploratory factor analysis was performed and then the measurement model (validity and reliability) was evaluated. The results obtained from factor analysis and Varimax rotation method showed three factors of integrated marketing communications. After rotation, 4 indices had a correlation with the first factor higher than 0.525. Totally, 13 items on the second factor had a factor loading more than 0.576 and 3 indices on the third factor had a factor loading higher than 0.637. In addition, the structure of the questionnaire had an acceptable fit with the data and all the goodness of fit indicators confirmed the model. The reliability coefficient was satisfactory: 0.76 for organization interactivity, 0.88 for mission marketing and 0.88 for cross-functional strategic planning, respectively, which indicated the desired values of reliability. According to the calculated psychometric indices, this questionnaire can be suitable to evaluate integrated marketing communications in Iran football professional league clubs and help to improve their performance.
کلیدواژه‌ها [English]
- Football
- integrated marketing communications
- professional league
- psychometric
- questionnaire
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