نشریه مطالعات بازاریابی ورزشی
سال سوم شماره 1 (پیاپی 9، بهار 1401)

With the increasing growth of scientific research in the field of physical education and sports science, the use of statistical software has become obvious. In fact, choosing a type of statistical software according to its features and considering ethical issues may require payment. Today, many statistical softwares are provided for free. Some are in the category of general software that has the ability to perform a wide range of statistical analysis, and on the other hand, small and limited software that has been developed to perform a specific analysis. Some of these softwares have been created only for calculations and have the role of a software calculator, while others are in the form of plugins and can not be run independently. Also, some software has been developed only for a specific research group such as agriculture, social sciences, physiology, biomechanics, etc. This section introduces general statistical software that has the ability to perform a wide range of statistical analysis. The purpose of this study is to review free statistical software in physical education and sports sciences, which are: SPSS، Lisrel، Amos، Pls، EQS، Jasp، Jamovi، MaxStat، PSPP، R، Stata، S-Plus، Excel، Statistician، Minitab، Atlas، Xlstat، Origin،Systat ,Past. Statistical software has special features depending on their nature. Accordingly, the choice of a free statistical software depends to a large extent on the capabilities of the statistical test desired by the software by the software, but in commercial versions due to the breadth and variety of commands and statistical commands in the software, this factor is a limited factor. Is not considered a supplier. One of the most important and essential things in choosing a statistical software is the user interface of that software. In fact, the user interface of many statistical softwares is considered graphically or selectively oriented. But the user interface of R statistical software is textual and commands are given to the software through the programming language. In this regard, learning and understanding software with a graphical user interface is possible in a few hours, but in order to learn R software, you need to spend more time. Some of these statistical softwares such as R and PSPP have help and training packages that do not help the user to learn the basics of the software. Also, many softwares have online guides and educational pages in cyberspace, such as statistical softwares R, PSPP, Vista and OpenStat (Hakimi, 2014). Choosing a statistical package by consumers is often a difficult process and it is necessary to compare different products in order to select the most appropriate one, and this selection should be done based on clear criteria and in accordance with the goals set by researchers (Lina et al. , 2021). In this regard, in order to compare free statistical software, after downloading and installing this software from publishing sites, using the guide in the software as well as sample data, their efficiency and ability in different commands were compared. In order to evaluate the use of statistical software, the number of articles published in ScienceDirect database was measured. Figure 1 shows the number of articles published in 2020 that statistical software was used to analyze the data. Based on these results, SPSS software has the highest usage and MINITAB and SYSTAT software are in the next ranks. The results showed that all these softwares are legally free and without payment and all the results extracted from them can be published. Also Lisrel, Amos, Pls, EQS software are most used in the field of structural equation modeling. In this study, several software packages with their capabilities, compatibility, usefulness and limitations are explained, so what is certain is that researchers use different statistical packages to analyze similar data. Each packet has basic statistical capabilities that can be used, but each packet has its own advantages and disadvantages for using different types of data analysis. Many statistical software developers try to make the graphical user interface capabilities more user-friendly. According to the results, SPSS and Minitab are still the most popular tools for statistical data analysis, especially for those with low statistical or mathematical competencies. The results show that free and open source statistical software have good capabilities, but how they can be used in more advanced ways is questionable. All statistical software has almost the same results (the number of decimals or some decimals may vary at best), although they follow different algorithms in each case. In addition, more information is provided in each software than in other packages. Therefore, according to the need, users should choose their software carefully. When processing and analyzing data, it is important to choose the appropriate statistical method to obtain correct decisions and interpretations. Underestimating the importance of statistical methods and proper organization of relevant experiments can lead to incorrect scientific results.On the other hand, the large number of software packages and the fact that they offer similar or relatively identical opportunities suggest a complex choice that often cannot be made effectively due to the lack of a benchmarking system. Conducting studies such as the present study can help researchers select software that facilitates their work as much as possible in achieving the stated research goal. The choice of statistical software packages for learning should be based on the suitability of the software for all the analyzes that the researcher may want to analyze. Therefore, it is recommended to select at least two softwares to provide a broader and stronger learning analysis of the research. Finally, the researcher's opinion, after analyzing the field data to a great extent, is that statistical software has made a significant contribution to humanities research, especially in the field of demographic and data analysis. This was achieved by using a scientific approach to solve fundamental problems in research that is data analysis. Although some other factors such as literature review, methodology and findings have affected the quality of research work, but it is quite clear that the impact of statistical software packages on research analysis and findings can not be estimated.

The purpose of this study was to investigate the role of demographic characteristics and digital literacy in digital marketing of sports cafes and shops. The research method was descriptive correlation. The statistical population of the study includes; All the officials, managers and owners of cafes and sports shops were in the three provinces of Golestan, Mazandaran and Gilan. Sampling was available in such a way that 990 invitation links were sent to the owners, managers and sellers of cafes and sports shops, and finally 122 reliable questionnaires were collected and analyzed. The instruments used were two questionnaires: digital marketing (Shakoori and Mohammadi, 2018) and digital literacy (Tohidi Asl, 2012). Appearance and content validity of both questionnaires were performed by experts and professors and the structural validity of the questionnaires was done using confirmatory factor analysis. Cronbach's alpha of the Digital Marketing Questionnaire and the Digital Literacy Questionnaire of 0.832 and 0.930 also confirmed their reliability. Questionnaires were designed, distributed and collected online on the online website. Data analysis was performed using correlation tests and regression analysis. The results showed that among the demographic characteristics, age and education level variables play a role in digital marketing. The results of regression analysis also confirmed the significant impact of digital literacy and its levels on digital marketing. According to the findings, all cafes and sports shops are recommended to use younger and more educated people who have a higher level of digital literacy, and to consider digital literacy promotion courses for them.

The purpose of this study was to investigate the method of mixed research and the process of selecting designs used in articles published in sports management journals with emphasis on marketing. For this purpose, all articles published in sports management journals that had a marketing approach were selected as a sample. The statistical sample was the total number and including articles published and related to marketing in Iranian scientific-research journals until the end of the electronic versions of the journals from (2010) to (2019). The method used in the research was content analysis method. The tool used was a coded checklist, the validity of which was assessed by sports management experts. The reliability of the sheets was about 84% using the coefficient of agreement between the coders (Scott test). NVivo software was used to analyze the data. The results showed that only 18 articles were mixed, of which only 5 had mixed designs. Also, the results of this study showed that only 2 articles of qualitative data classification software were used. The results of the present study show that the use of mixed research method in these publications is in the early period and little is known and it is hoped that in the future it will be considered by researchers. Therefore, it is expected that this research, in addition to identifying existing, past problems and limitations, has a forward-looking approach to discovering opportunities and orienting researchers in the optimal use of combined research methods.

The purpose of this study was to design a model for attracting and involving people in sports tourism and to present factors, challenges and strategies. The research method was qualitative with a systematic exploratory approach. The statistical population consisted of two sections: human resources (professors, managers and analysts) and information resources (books, articles, documents, media, etc.). The statistical sample was selected in a purposeful and accessible manner and polled. (52 people and 38 documents). Research tools included the study of systematic libraries and structured exploratory interviews. The validity of the instrument was evaluated and confirmed based on the legal and scientific validity of the sample, the opinion of experts and the agreement between the correctors. In order to analyze the findings, multi-stage conceptual coding method with system analysis approach was used. The final conceptual framework consisted of 100 components, 22 dimensions, and 6 levels identified, and about 70% of the categories had a frequency of 5 or more. The six levels of the model include personal level, contextual level, organizational level, participation level, service level and outcome level, which have successive variables affecting each other. Finally, the most important challenges and strategies for attracting and developing the tourism participation of the people of Guilan in sports were presented based on a conceptual framework. Based on the general findings, it can be said that people's participation in tourism and sports activities requires comprehensive attention to all aspects at different levels.

The objective of the current study is conducting bibliometric review on research undertakings in a sport marketing enabling comprehensive understanding of its trend. Accordingly 1537 articles up to 2021 were retrieved, analyzed and ultimately visualized via vos viewer software. Findings represent growth in quantity of researches, specifically since 2016 as hit highest record in 2020 with 157 articles. This research in the first step identified leading authors ,articles, journals, universities and countries in this field and then using co-citation which facilities the understanding the intellectual structure in a field, four clusters were identified including: sponsorship, branding, consumer behavior and service marketing. In addition keywords co-occurrence analysis depicted the research streams in sport marketing. Correspondingly, in addition to knowing the key role of sponsorship, social media and branding topics in a sport marketing within years, it became clear that researchers in this field shifting towards consumer centric perspective which appreciates the role of fans and sport consumers as a co-creators of value in sport

The purpose of this study was The effect of green marketing drivers on the performance of sport facilities in Tehran universities with social responsibility mediation. A descriptive-correlational design was employed on this study, following an applied approach. Two standard questionnaires of social responsibility and business performance and one researcher-made questionnaires of green marketing were used for this study. The validity of the questionnaire was confirmed by 10 experts. The reliability coefficients of the questionnaires are business performance (0.76), green marketing (0.78), social responsibility (0.89). The statistical population under study included the head and staff of the physical education department of universities in Tehran. According to the research approach, sampling was stratified and included 4 people. Spss 25 and Amous 24 were used for statistical analysis. The results showed that legal obligations have a significant positive effect on the performance of sports facilities in Tehran public universities (B = 0.353, Sig = 0.001, t = 3.787). Green advertising has a significant positive effect on the performance of sports venues (B = 0.138, Sig = 0.015, t = 2.503) but social responsibility has not played a mediating role in the relationship between green marketing and the performance and sustainable development of places. The research results showed that, it can be stated that more attention is given by the officials and staff of the Universities of Physical Education to the legal responsibilities in their field of work, as well as the promotion of programs and services electronically, as opposed to paper advertising no adverse effects on the environment it improves the performance of college sport facilities.

The aim of the present study was to influence international sporting events on the urban brand. The research method was quasi-experimental and applied and included a pre-test and a post-test. The research tool was the standard urban brand questionnaire of Merrils et al. (2009). The method was as follows: first, a city brand questionnaire was distributed among a group of people who did not go to the venue (control group), then by going to the World Club Cup wrestling venue in Bojnourd, first a questionnaire was distributed among the spectators. It was broadcast and they were asked to answer the Urban Brand Questionnaire, and a week after the competition, they answered the same questionnaire again. 90 people were available in three groups, of which 30 people answered the questionnaire as a group. Kolmogorov-Smirnov test, one-way ANOVA and paired t-test were used to compare the pretest and posttest groups. The results showed that there was no significant difference between the urban brand scores of the control group and the tourist group, but a significant difference was observed between the pre-test and post-test in the indigenous group. As a result, it can be said that small events among the group interested in that sporting event will lead to a greater sense of belonging to the city and a sense of inner satisfaction, so it is important that smaller cities use this opportunity and upgrade by hosting various sports competitions. Take the brand of your city and enjoy its benefits.