This chapter outlines the research methodology adopted for the study, including the rationale for the chosen research design, data collection methods, and the sampling strategy.
3.1 Study Design
The methodology employed in the present study was a qualitative research design. The focus of the investigation was to assess and compare the diverse factors that influence consumer engagement with sports broadcasting across television and Over-The-Top (OTT) platforms.
3.2 Sample size
For the primary data collection in the present study, a total of 20 participants with an age range of 18-60 years were selected to participate in both in-depth interviews and the observational approach. The decision to use a sample size of 20 was driven by the need to achieve a comprehensive and nuanced understanding of consumer behaviours and preferences in sports broadcasting. This sample size was deemed sufficient to provide diverse insights while ensuring manageability in data collection and analysis.
3.3 Sampling Technique
A purposive sampling strategy was employed to select these participants. This method involved intentionally choosing individuals from a pool of sports enthusiasts, who were identified through various channels, to represent a wide array of consumption behaviours, age groups, and geographic locations. The use of purposive sampling was instrumental in ensuring that the sample captured a broad spectrum of experiences and perspectives, which is crucial for an in-depth exploration of the factors influencing sports consumption.
3.4 Ethical Consideration
Ethical considerations were considered throughout the study. Participants were fully informed about the research objectives with their voluntary participation emphasized. Measures, including anonymization and secure data storage, were implemented to ensure participant confidentiality and privacy.
3.5 Validity and Reliability
The study meticulously addressed the imperative aspects of validity and reliability. Steps were taken to ensure the trustworthiness of findings through techniques like member checking and triangulation. Member checking involved providing participants with the opportunity to review and confirm the accuracy of their contributions, enhancing the credibility of the study. Additionally, triangulation was employed, combining multiple data sources and methods to validate and corroborate findings, reinforcing the reliability of the research outcomes. These measures were integral to establishing the robustness and credibility of the study’s results.
3.6 Data Collection Tool
The data collection tool employed in the study was a detailed questionnaire, designed to gather insights on various aspects of sports broadcasting consumption. It consisted of 12 open-ended questions on key themes such as content quality and variety, cost and accessibility, social and community engagement, technology and device preferences, and a comparative analysis of TV versus OTT platforms. This approach facilitated a comprehensive understanding of consumer preferences and experiences in sports broadcasting, ensuring a rich and multifaceted data collection process. In addition to primary data collection through interviews, the study also involved the analysis of secondary data, which included reviewing existing literature, research papers, and industry reports to enrich the understanding of sports broadcasting consumption trends and patterns.
3.7 Data Collection Methods
3.7.1 In-Depth Interviews
The research employed a qualitative approach, utilizing semi-structured in-depth interviews to collect primary data. In-depth interviews were conducted with a purposive sample of respondents who expressed diverse consumption behaviours and preferences. 12 Open-ended questions were used to encourage participants to express their thoughts, experiences, and motivations. All interviews were conducted individually in person. Each interview lasted between 30 to 45 minutes and was recorded and transcribed with the participants’ consent. Transcription was crucial for identifying emerging themes and ideas. The data was collected using Microsoft Excel.
A short questionnaire was designed to ascertain the participants’ profiles. Interview questions followed the same major themes but were tailored for different professions to ensure relevance. The questions focused on:
- Participants’ usage and consumption habits on OTT platforms and TV
- Factors influencing their subscription decisions
- The perceived value of OTT platforms compared to traditional TV
- Individual or Shared viewing experiences
- How advertisements influenced their viewing or subscription decisions
