ساخت و اعتبارسنجی ابزار ارزیابی آمیختۀ بازاریابی اجتماعی ورزش مدارس بر مبنای مدل موریس و کلارکسون

پژوهش حاضر با هدف اعتبارسنجی پرسشنامۀ آمیختۀ بازاریابی اجتماعی در ورزش مدارس انجام شده است. در مطالعۀ حاضر از طرح پژوهش آمیختۀ اکتشافی استفاده شد. در مرحلۀ اول با استفاده از روش فرا ترکیب، تحقیقات انجام شده پیرامون موضوع مورد مطالعه و بر مبنای مدل موریس و کلارکسون جمع آوری و مفاهیم مربوطه شناسایی شد (18 مفهوم) و مفاهیم در قالب سوال طراحی شد. سپس سوالات تدوین شده در اختیار صاحبنظران حوزۀ ورزش مدارس با استفاده از روش نمونه‌گیری هدفمند (10 نفر) گذاشته و مورد تایید خبرگان قرار گرفت. در مرحلۀ دوم از تحلیل عاملی استفاده شد. جامعۀ آماری پژوهش در این مرحله، شامل 12329 دانش‌آموز دختر و پسر هنرستان‌های استان خراسان‌جنوبی بود که بر اساس جدول مورگان و از طریق روش نمونه‌گیری خوشه‌ای-طبقه‌ای 380 نفر انتخاب شدند. روایی محتوایی با استفاده از نظر خبرگان، روایی سازه با استفاده از تحلیل عاملی اکتشافی و تاییدی و پایایی پرسشنامۀ فوق به‌وسیلۀ آلفای کرونباخ (0.96=α) بررسی و مورد تایید قرار گرفت. نتایج پرسشنامه‌ای شامل هفت بعد را فراهم آورد که شاخص‌های برازندگی نشان‌دهندۀ مناسب بودن ابزار تدوین شده بود. نتایج نشان داد که ابزار سنجش بازاریابی اجتماعی مدارس از اعتبار مناسب برخوردار بوده و متخصصان و برنامه‌ریزان ورزش مدارس می‌توانند از این ابزار برای بررسی بازاریابی اجتماعی در مدارس استفاده نموده و بر اساس مولفه‌های آن برنامه‌هایی برای ارتقای سطح ورزش مدارس طراحی و اجرا نمایند.

construction and validation of a mixed assessment tool for social marketing of school sports based on morris and clarkson’s model

people participate in sports because of a variety of factors; some of which are influenced by the environment; while others are influenced by internal factors; hence, changing the behavioral approach to sports is necessary. as a result, methods for modifying people’s behavior should be identified. behavior change encompasses a wide range of concepts. among these concepts that can be applied to enhance physical activity in particular populations is social marketing. as one of the most significant upcoming areas of marketing, it plays a crucial role in social benefit. social marketing aims to enhance individual and social well-being, so this approach can be utilized to develop physical activity and sports for young people. therefore, the purpose of the research conducted is to answer the question, what is the social marketing mix in school sports?the present study was a mixed method exploratory study with a purposeful approach. during the first phase of the research, questions from the researcher’s questionnaire were combined and used as a basis for analysis. using this methodology, first of all, all related research papers and articles (from 2010 to 2022) were reviewed in the external scientific databases of scopus, emerald, google scholar, science direct, as well as civilica and mogiran internal databases, and the codes related to the subject were identified by summing and distinguishing semantics. according to the distances between the fundamental concepts, the differentiation principle and the completion of the research question, the concepts were extracted, and if they could be integrated, integration was carried out. the second stage involved correlation analysis (correlation type of factor analysis with principal component analysis method) and field data collection. the research community was first formed by a combination of sports management experts, university experts, officials from school sports departments, as well as physical education teachers with experience in education. a targeted sampling of 10 of these participants resulted in the preparation of a researcher-made questionnaire based on the theoretical basis and background of the research and based on morris and clarkson (2009)’s model. once the necessary reforms had been made and a consensus had been reached, the final questionnaire was prepared. the statistical population for the second stage of the research consisted of all the male and female students who attended south khorasan conservatories, a total of more than 12,329. a random cluster sampling method was used at this stage, and six clusters were randomly chosen from the identified clusters. as a result of morgan’s table, 380 individuals were selected as the sample size, of which 376 completed and returned the questionnaire.