Online Video Case 3.1 NATIONAL FOOTBALL LEAGUE: The King of Professional Sports Visit www.pearsonhighered.com/malhotra to read the video case and view the accompanying video. National Football...

Online Video Case 3.1

NATIONAL FOOTBALL LEAGUE: The King of Professional Sports

Visit www.pearsonhighered.com/malhotra to read the video case and view the accompanying video. National Football League: The King of Professional Sports highlights the NFL’s use of marketing research to foster immense goodwill and influence to make a difference to the community. The description of focus groups and consumer perception and attitudinal surveys in the video can stimulate discussion of the three basic research designs (exploratory, descriptive, and causal) and their role in helping the NFL’s various social initiatives and programs. Specific marketing research questions on this and the previous chapters are posed in the video case.