On repeated measures designs: hierarchical structures and time trends

The basic anatomy of an experimental design is used as an expository introduction to the examination of several repeated measures experiments described in recent pages of this and other journals. This examination reveals problematic issues concerning some common design and analysis features of such experimental designs. In particular, the hierarchical structures and/or presence of time trends is highlighted. These issues are discussed in an attempt to assist researchers to recognize such problems, to avoid the associated difficulties in the future, and to exploit the advantages of sound design with appropriate, efficient and informative analysis. While alternate reanalyses of the data of these experiments might reveal the conclusions to be unaffected by such issues, researchers should still be cautious. In retrospect, such occurrences should be seen as fortuitous, not as justification for inefficient or less informative analyses. More importantly, such reanalyses could reveal more enlightening information, and I argue that if a design permits such information to be discovered, then it behoves researchers to perform such analyses and to make such discoveries.     

Getting Generation Y to attend: Friends,interactivity and half-time entertainment

People from Generation Y, given their number and stage in the family life-cycle, represent a key emerging audience for major sports. The study focussed on the effect of friends and half time enhancements on likely attendance at matches. The sport domain was the Australian Football League (AFL), the elite Australian rules football competition. The enhancements being tested were half-time entertainments based on performers from well-known television talent shows, Australian Idol and It Takes Two. Scenarios with and without interactive participation, based on short messaging service (SMS) messages, were tested. The study used a general population sample of 909 Generation Y people in a traditional AFL market and one where AFL is not the major winter competition. Previous attendance and sport orientation were the major influences on attendance at major sports, including the AFL. Friends influenced likely attendance at a game, but no effects were found for half-time entertainments. People who attended matches with friends typically had social activities before and after the game. This suggested that one promotional strategy to expand existing markets was to find and engage the social networks of existing fans, making sport attendance a broader part of an overall social event.