USTA: Come out swinging
Introduction
This paper aims to clarify the exclusive role of the research methods, surveys, varies sampling techniques in the process of business development and expansion. Throughout the paper we describe a short history of tennis game, its problems in USA and steps taken by USTA and Taylor research group to overcome those issues.
1. USTA and tennis game: a quick glance
Tennis game
The “real tennis” game was reportedly establishes as early as 11th century and it wasn’t until 14th century when the game was played with a stringed racket (Cooper & Schindler, 2004. p. 1). The game that today is seen as modern is derived from a game developed by European monks, played in cloistered monasteries, and was later adopted by the aristocracy (Magdalinsky & Salamone, 2005). According to the popular myth it was Mary Ewing Outerbridge who “discovered” tennis in Bermuda and brought the game back with her to the United States in 187. But the two players who received credit and were known as the first who played tennis match in the United States were Fred R. Sears and James Dwight, in Nahant, Massachusetts (Magdalinsky & Salamone, 2005).
The United States Tennis Association (USTA
According to USTA.com (2010):
“USTA is the national governing body for the sport of tennis and the recognized leader in promoting and developing the sport’s growth on every level in the United States, from local communities to the crown jewel of the professional game, the US Open”.
USTA was founded in 1881 as a progressive, diverse not- for profit organization. USTA’s professional staff, financial resources, and volunteers maintain the single strong mission: “promote and develop the growth of tennis”. Implementation of diversity and multicultural outreach efforts are indispensable in the attempt to achieve the USTA mission. Currently USTA claims to be the largest tennis organization in the world (USTA.com, 2010).
2. What initiated the “Come out swinging “add?
From the problems depicted below it is clear that there were misperceptions associated with tennis game, from who is played, and why. Consequently, in order to vitalize tennis in minds of consumers and encourage more people to play tennis, in 2002-2003 , The United States Tennis Association (USTA) funded one of the most aggressive surveys in single sport history and hired The Taylor Research and Consulting Group to conduct the analysis (Cooper & Schindler, 2004. p. 1).
Problems with Tennis (prior to 2003)
a. Tennis was seen as elitist, Caucasian, country-club set (Cooper & Schindler, 2004. p. 1)
b. The number of people playing tennis continued to be unchanged for several years
c. Tennis suffered from the “leaky bucket “syndrome, in other words the yearly gain of 5million young age players (15 y/o), was accompanied with the yearly loss of 5 million adults as the result of parenthood transition.
d. People were not aware of the three main “playing tennis” benefits: fitness, socialization, and competitiveness.
e. People were unaware of facilities where they can play tennis.
f. People indicate that culturally, ethnically, and financially they felt that tennis was no fit for them (Cooper & Schindler, 2004. p. 2-3).
From the problems depicted below it is clear that there were misperceptions associated with tennis game, who is played from, and why. Consequently, in order to vitalize tennis in minds of consumers and encourage more people to play tennis, The United States Tennis Association (USTA) funded one of the most aggressive surveys in single sport history
3. The research process
I - Research question hierarchy for USTA (Cooper & Schindler, 2008, p. 114-124).
Clarifying the research question through the question hierarchy would b the first step for research team.
1-In 2002, USTA was trying to find answers and conquer over several dilemmas such as:
a. Why tennis participants play tennis
b. Why non players do not participate in tennis games?
c. How change the general perception of tennis?
2-USTA’s Management question(s)
a. How to get more people with different ethnicity, gender, demography , level of education, wealth level, to participate in tennis games?
b. How change the general perception of tennis?
3- USTA’s research question(s)
Should we use an aggressive marketing strategy (such as the “come out swinging” add in attempt to change the general public’s perception on tennis and to secure a broader participation?
4. USTA’s Investigative question(s)
a. What is the current general public’s perception on tennis
b. What is the ratio between newcomers and current member quitting?
c. Why are current member’s quitting
d. What is appealing to new comers?
5. USTA’s custom designed measurement question(s)
a. How many times female(s) (age 6 or more) have played tennis in last 12 months?
b. How many times male (s) (age 6 or more) have played tennis in last 12 months?
c. What is the ethnicity and household income for females that played tennis in last 12 months?
d. What is the ethnicity and household income for males that played tennis in last 12 months?
e. What is the ethnicity and household income for females that did NOT play tennis in last 12 months?
f. What is the ethnicity and household income for males that did NOT play tennis in last 12 months?
6. USTA’s management decision
Management decision is the last step and concludes the question hierarchy process. Based on the research findings (provided by the research team and their recommendation, the USTA’s management executives must make their decision.
The first stage of the research process will be then followed by five more stages as depicted below:
II. Research proposal
III. Research design strategy
The research was conducted in 2 different years (2002, 2003) involved 25,000 households , and included United States, British Columbia, Puerto Rico, and the U.S. Virgin Islands. The research team conducted 2 surveys:
a. The five-minute random-digit-dialed phone surveys reflected the participation of more than 66,000 people.
b. The second survey was a 10- to 15-minuteextended phone survey with 2,032 participants divided into three sample segments: current tennis players, former tennis players, and people who had never played tennis (Cooper & Schindler, 2004, p. 2)
Both surveys were designed to quantify participation among all demographics,
IV. Data collection and preparation
V. Data analyses and interpretation
VI. Reporting results
4. The “Come out swinging “add
In March 30, 2004 the USTA and Tennis Industry Association (TIA) announced the launch of Tennis Welcome Centers, and “TENNIS. COME OUT SWINGING,” the first branding campaign for the sport, an act that represents the collaborative efforts of the entire tennis community.
The ads featured actress/model Daisy Fuentes, NASCAR champion Jeff Gordon, boxing champion Roy Jones Jr., and “60 Minutes” host Mike Wallace and its goal was to deliver messages about the unique health and social benefits of the sport. Furthermore, ads attempted to direct consumers to TennisWelcomeCenter.com. This web site obtained detailed information on Tennis Welcome Centers across the country offering new player instruction programs.
Come out swinging ad was published on Sports Illustrated, ESPN Magazine, Shape, Fitness, Vibe, Men’s Fitness, Men’s Health, Travel & Leisure, Runner’s World and Tennis. In addition, the ad was aired on CBS Sports and USA Network as well as other tennis broadcasts on The Tennis Channel (norcal.usta.com, 2004)
5. Tennis growth after the “Come out swinging “add
After the 2002-2003 campaign, tennis has become the fastest growing sport in America marking an increase in participation of 43% from 2000 to 2008and is one of only six sports to experience participation growth exceeding 40% from 2000 through 2008. Tennis has become a leader compared to other traditional sports like baseball, ice hockey, gymnastics and football, all of which experienced decrease in participation during the past eight years.
According to north California USTA (2004):
“In December, the Taylor Research Group (TRG) reported that tennis participation reached a record high of 27 million players in 2008, more than any other period in the past 15 years. Sales of tennis racquets and balls have both also increased significantly, most notably, an 88% increase in the sale of youth racquets from 2003 through 2008, according to the TRG report.”
Currently USTA claims to be the largest tennis organization in the world, with 17 geographical sections, more than 700,000 individual members and 7,000 organizational members, thousands of volunteers, and a professional staff dedicated to growing the game and they plan / intent to have as many as 30 million tennis players in the U.S. and its territories by the year 2010 (USTA.com. 2010)
Conclusion
USTA’s management realized the present of the problem and very wisely decided to take action. They hired a research team that had proved itself with its effective and unique research methods such as Taylor research group. The samples and surveys utilized throughout the research, and the whole research process were very successful. Once more, the role of the research and its elements in business development assistance remains indisputable.
References
Cooper, R. D., & Schindler, S. P. (2008). Business Research Methods.
(10th Edition) New York: McGray-Hill/Irwin.
Cooper, R. D., & Schindler, S. P. (2004). Marketing Research.
(1st Edition) .Retrieved June 10, 2010 from : http://highered.mcgraw-
Magdalinski, T. & Salamone, A. F. (2005). Tennis. Britain and the
Americas: Culture, Politics, and History. Retrieved via
LIRN/CREDCOreference.
(N.D.). (2010). About Us. USTA.com. Retrieved June 10, 2010 from:
(N.D.). (2004). Come out swinging. USTA Northern California. .
Retrieved June 10, 2010 from:
(N.D.). (2010). Tennis Growth Skyrockets 43 Percent. Life Science Weekl.
Retrieved via LIRN/CREDCOreference.
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