Construction and Validation of Competency Questionnaire of Sport Marketing Managers Using Exploratory Hybrid Approach

The purpose of this study was to construct and validate a competency questionnaire for sports marketing managers with exploratory hybridization approach. The statistical population of the study consisted of sports management professors, managers and marketers of football clubs, members of the football federation marketing committee and Ph.D. students of sport management. Structural equation modeling was used to analyze the data in a quantity section. To collect data in a quantity section, theoretical sampling and in-depth interview with the elite by 17 people were used. In the quantitative part, 244 questionnaires were collected and analyzed by a questionnaire drawn from the qualitative section and its distribution among the research samples. The face and content validity of the questionnaire, derived from 71 questionnaires, was confirmed by the views of the professors as well as the convergent and divergent validity and the reliability of the questionnaire were approved using Cronbach's alpha and combined reliability. A total of 682 primary codes were obtained. These codes are categorized into 23 groups of codiminders and 4 groups of selected code including core competencies, intelligence, professional and selective were determined. The path coefficient between the competencies of sports marketing managers and the basic competence, intelligence, professional, and operational components were 0.404, 0.511, 0.247 and 0.524, respectively. According to the index value (0.63), GOF = in the general fit assessment, so the measurement model has a good quality. The questionnaire presented in this study can be used as a suitable tool for identifying the competencies of sports club marketing managers.