For this assignment, you will select TWO of the following four Major League Baseball teams and examine their attendance data and the impact of bobblehead promotions on attendance and consumer behavior. (Put the two different teams on different spreadsheets!!!!!!!!! Texas Rangers – https://www.baseball-reference.com/teams/TEX/2018-schedule-scores.shtml Los Angeles Dodgers – https://www.baseball-reference.com/teams/LAD/2018-schedule-scores.shtml Atlanta Braves – https://www.baseball-reference.com/teams/ATL/2018-schedule-scores.shtml Kansas City Royals – https://www.baseball-reference.com/teams/KCR/2018-schedule-scores.shtml Step 2 Use the following link to identify specific dates where bobbleheads were given away, and the quantities given away, for the team you’ve chosen. If it says “Special Ticket Required” use the average of all other bobblehead giveaways to consider the total given away for that date. If there is no limitation listed, then assume that ALL fans received a bobblehead on those dates: https://www.beckett.com/news/2018-mlb-bobblehead-stadium-giveaways-schedule/ Step 3 Fill out the Ticket Pricing and Promotion spreadsheet (located in the Unit 6 module) with all of your selected team’s HOME GAME information, including date of game, day of the week, game start time, opponent, attendance, bobblehead promotion, etc. Information about each team’s 2018 schedule and record is linked above. Step 4 Using the functions within the Excel spreadsheet, find the following information to help aid in finding insight in the data: Overall average number of fans per game Average number of fans by day of the week (find all seven) Average number of fans on bobblehead promotional days Average number of fans on non-bobblehead promotional days Step 5 Insert the following information into your spreadsheet to help identify the value of each bobblehead promotion. The 2018 Average Ticket Price for each of the four teams is as follows: Texas Rangers – $26.94 Los Angeles Dodgers – $41.13 Atlanta Braves – $31.71 Kansas City Royals – $33.58 Using publically available costing information about bobbleheads, we can estimate that the promotion has a cost to the organization of $3 per bobblehead. Step 6 In a separate document answer the following questions about bobblehead promotions: 1 – What was the OVERALL value of the 2018 bobblehead promotions to the MLB team you chose? How much did the team gain/lose financially by running the promotions? Explain, analytically (mathematically) how you came up with your answer. Be sure to take into consideration days and times of games in your calculations. 2 – Did the day of the week, time of day, or opponent seem to influence attendance on days where bobbleheads were being given away? Explain your answer. 3 – What other insights did you find in the data that you think your sports organization would want to consider when making the decision to run this type of promotion? 4 – What would you recommend to the team to consider for the 2019 baseball season? Can you check to see if the team took your advice? Step Bonus **For a guaranteed ‘A’, answer the following questions about the data (you will submit two spreadsheets) 1 – What was the total value of all of the promotions for each team and what was the average value of each bobblehead promotion for each team? Which team was higher in each category? 2 – What is the relationship between average ticket price and the overall value of the bobblehead promotion to each team? 3 – What was the relationship between the number of giveaways and the value of the promotion to the teams?**
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