An Evaluative Study To Establish Whether There Is The Potential To Apply Postcode Analysis For Talent Identification In Sport
University of Wales Institute Cardiff
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Talent identification is a respected area within sport generally, with methods being used to identify talent since the 1970s in the eastern bloc countries. In recent years, talent identification methods have improved with sporting organisations having to continuously develop to remain competitive. This research project seeks to establish whether there is the potential to apply postcode analysis for talent identification in sport. This study will identify talent identification methods used both currently, and in the past; marketing research and the potential of postcode analysis. Sport organisations need to continuously develop and improve their methods to remain competitive as the sporting environment is continuously changing and adapting. Sport organisations need to be proactive in their search if they want to unearth talent. Market research enables decision makers to know and understand their consumers which, in turn, will enable them to be better prepared to deliver a satisfactory product or service. Primary research was gathered in the form of semi structured interviews, and this qualitative data was analysed using grounded theory analysis which involves data reduction, data display and drawing and verifying conclusions. The findings from the primary research identified that sport organisations have the data required to conduct postcode analysis but the use of the information is not being used effectively. There is the potential to apply postcode analysis for talent identification in sport. As more effective information becomes available, it will aid the management decision making process of identifying segments where potential talent could be unearthed. It will also ensure that talent is not missed A future development to this study could be to develop a working model, where a researcher will use an organisation‟s postcode data and present its findings i.e. postcode mapping of talent, colour categories of athletes and geodemographic segmentation to identify the potential of postcode analysis which could then be presented to a sample to highlight this method‟s potential.
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