2008 North American Society for Sport Management Conference (NASSM 2008)

Regarding business research methods, Zikmund (2002) differentiates between basic (pure) research, which is intended to expand the boundaries of knowledge through the development of concepts and theories, and applied research, which is undertaken to address specific problems or situations. As stated by the author, both types of research employ the scientific method to better understand business phenomena; albeit to varying degrees. Many student research projects in the area of sport have followed along traditional models of academic research (i.e. basic research) required of faculty seeking tenure and promotion within their institution. Applied research is an often forgotten type of research in which students may develop their research skills and provide value to the sport industry. In fact, the research processes involved in business and management research is often misunderstood even by those within the community (Remenyi, 2002). The highly competitive nature of today's sports marketplace requires educators to consider adjusting traditional teaching models when educating future sport managers. Specifically, the use of applied research needs to be incorporated to a greater degree in the classroom. The purpose of this presentation, therefore, is a) to discuss the value of applied research when developing students as researchers, b) to share examples of successful applied student research projects, c) to share innovative approaches to creating valuable applied research opportunities, and d) to demonstrate how applied research, with front-end planning, could also be framed as pure research. The presenters contend that applied research should be incorporated to a greater degree in contemporary sport managemen