واقع التسويق الرياضي لدي المنظمات الرياضية في إقليم كوردستان العراق

Abstract EN

The study aimed to build a measure of sports marketing among the members of sports organizations, and to identify the reality of applying sports marketing among the members of sports organizations.

The researcher used the descriptive approach in two analytical and comparative methods.

The researcher identified the research community represented by workers in sports organizations, whose number is (800) people.

The researcher chose them deliberately, and the research sample was chosen by a simple random method, which amounted to (624) people who represent (78% ) of the research community.

The building sample reached (312), and the application sample reached (312) members of sports organizations, who were chosen in a simple random way.

In order to define and establish the axes of the study, the researcher distributed the proposed research axes to specialists in the field to identify the most important axes for the scale (sports marketing), as (8) axes of sports marketing were presented.

After obtaining the answers of the specialists and by analyzing their content, the researcher prepared a scale with (6) axes and the content of (62) phrases for the axis of sports marketing in its initial form.

After completing the procedures for building the scale in its final form through the statistical analysis conducted by the researcher for the scale paragraphs and calculating the discriminatory strength of these paragraphs, as well as ensuring the stability and validity of the scale, the measures of sports marketing for members in sports organizations, which the researcher prepared for the purposes of the current research in its final form Which consists of the sport marketing scale that includes six axes and by (48) phrases, and the answer to them is by giving scores (1, 2, 3, 4, 5) according to the gradient chosen by the respondent of the multiple response scale that was placed in front of the paragraphs in a degree (very large, large, Medium, Low, Very Low), and the total score of the respondent is calculated by adding the scores that he obtains in each paragraph of the scale.

The researcher used the following statistical treatments: percentage, percentage weight, arithmetic mean, weighted arithmetic average, hypothetical arithmetic mean, standard deviation, simple correlation (Pearson), (T) test for one sample, and the data were processed using the SPSS statistical package.

In light of the results of the study, the researcher reached a group of conclusions, the most important of which are: The degree of application of the measures of knowledge management and sports marketing exceeded the average hypothesis in most of the research axes