Document Type : Research Paper
Authors
- Masoud Darabi 1
- Seyed Mortrteza Azimzadeh 2
- Mohammad Keshtidar 3
- Houriyeh Dehghanpouri 4
- Omid Asgari 5
1 Ph.D. Student, Sports Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
2 Assistant Prof, Sports Management, Faculty of Sports Sciences, Ferdowsi University of Mashhad, Mashhad, Iran.
3 Associate Professor of Sport Management, Faculty of Sport Sciences, Ferdowsi University of Mashhad
4 Assistant Professor and faculty member, Shahrood University of Technology, Shahrood,
5 Assistant Prof, Faculty of Business and Economics, Universidad de Lisbon Nova, Lisbon, Portugal.
Abstract
in this research, a look at some of the factors influencing the design of posters in sports events has been taken. In this research, a combination of interviews and questionnaires have been used to identify the factors influencing the innovative design of sports Olympiads posters; Therefore, the current research was conducted using the Delphi-Fuzzy technique. First, using qualitative data obtained from exploratory studies, including the review of exploratory texts and semi-structured exploratory interviews, in which the interview questions were predetermined and similar questions were asked to all respondents. Validity and reliability in the qualitative part were confirmed using the CVR coefficient and the Kappa-Cohen test. Based on this, the factors affecting the innovative design of sports posters were determined, So, after extracting the factors, they were evaluated using field research. The statistical population of this research is a brand design, advertising, and marketing experts with master's and doctorate degrees, as well as senior managers and experts in student sports in the country, which according to the purpose of the research, sampling in this research is targeted. According to the targeted sampling method, the sample size includes 20 high and middle managers of sports organizations. The results of the de-fuzzified average difference of the experts' opinions in both stages were less than 0.1 and the experts reached a consensus regarding the factors affecting the innovative design of sports posters and identified and confirmed 71 factors.
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