Develop, apply and attitude scale to investigate the social marketing of sport

Abstract

The aim of this study is to develop, apply and assess an attitude scale to investigate the social marketing of sport, its effects on the public attitude and the attitude of the society towards sport.

The sample scale consists of 55 attitude statements including 5 dimensions (habit of doing sport regularly, society and sport, media-advertisement and sport, the effect of state and private sectors on sport, sportive education of families and children). The pilot study was carried out with 150 people over 18 who were randomly chosen from different groups in Muğla. In order to gather data, “the Attitude Scale for Social Marketing of Sport” (ASSMS) was developed by the researcher.

KMO test (0,866) was applied to assure the efficacy of the data gathered from the sample. The reliability coefficient which was 0,973 showed that the data had a high level of reliability. Consequently, a scale of 40 items was developed.