SOUTH AFRICAN MOTORSPORT - A BUSINESS PERSPECTIVE OF THE
INVESTMENT OPPORTUNITY
BY:
GARETH JOYCE
(STUDENT NUMBER: 9704663)
RESEARCH THESIS
PRESENTED IN ACCORDANCE WITH THE. REQUIREMENT FOR THE DEGREE
MASTER OF COMMERCE
IN
BUSINESS MANAGEMENT
IN THE
FACULTY OF ECONOMIC AND MANAGEMENT SCIENCE
OF THE
RAND AFRIKAANS UNIVERSITY
STUDY LEADER: PROF. S. KRUGER
OCTOBER 1999 Key Value Drivers of Track Motorsport in South Africa
OPSOMMING
TITEL: "SOUTH AFRICAN MOTORSPORT - A BUSINESS PERSPECTIVE OF THE
INVESTMENT OPPORTUNITY" rormule Een motorsport is vir bale entoesiaste die hoogtepunt van motorsport. Aan die anderkant kan die sport op verskillende vlakke verder ontgin word.
Sover terug as 1968 het die ommekeer met betrekking tot borgskap in motorsport plaasgevind. Groot maatskappye het you tot die besef gekom dat motorsport hoe aansien geniet deur volledig dekking op televisie en deur die pers alhoewel geen borg aan die verloorkant beskikbaar is nie. Die gevolg was dat 'n groot hoeveelheid geld as borgskap aangebied is.
Navorsing dwarsoor die wereld, asook in Suid Afrika, het aan die lig gebring dat motorsport 'n winsgewende bedryf geword het. In Suid Afrika geniet die sporfsoort een van die hoogs betaalde borgskappe alhoewel dit maar net tiende op die rangleer van populere sportsoorte in Suid Afrika is.
Die doel van hierdie verhandeling is om die sleutelfigure in motorsport uit te lig en die ontwikkeling en die Ieemtes aan te vul deur op die behoeftes wat nodig is vir verdere ontwikkeling te konsentreer. Daardeur kan vooruitgang in die sport nie net in openbare belang wees nie, maar ook vir beleggers.
Hierdie verhandeling dien slegs as 'n raamwerk vir verdere navorsing om die sleutelfigure van Motorsport in Suid Afrika te identifiseer met die doel om meer beleggers te lok. Key Value Drivers of Track Motorsport in South Africa jj
DECLARATION
This serves to confirm that this document is the sole work of the author and has not previously been submitted for examination purposes or otherwise.
SIGNED: DATE: 9y// /z
COMMISSIONER OF OATHS: DATE: Key Value Drivers of Track Motorsport in South Africa jjj
To my beautiful wife - thank you for your love ! You are my sunflower. Key Value Drivers of Track Motorsport in South Africa iv
ACKNOWLEDGEMENTS
I wish to express my gratitude to the following people who made valuable contributions to this thesis:
Gillian Joyce, for your inspiration, patience, tolerance, hours of listening, hours of proof reading and endless love. Jim Bolton, for your inspiration and shining example. Mike Birkhead, for SMB and your hours of proof reading. Tony Griffin, for your sound advice and hours of proof reading. Ma Nieuwenhuys, for your hours of assistance. Professor Stefan Kruger, for believing me and helping me reach the end. Respondents, for your support. Anna-Marie Crozier, for your assistance with the translations. Key Value Drivers of Track Motorsport in South Africa V
TABLE OF CONTENTS
EXECUTIVE SUMMARY
DECLARATION II
ACKNOWLEDGEMENTS IV
TABLE OF CONTENTS V
LIST OF TABLES X
LIST OF FIGURES X
CHAPTER 1: INTRODUCTION 1
1:1 INTRODUCTION 1 1:1:1 Motorsport - The Past and the Present 2
1:1:2 The World Scene 3 1 : 1 :3 Sponsorship and Return on Investment 4 1:1:4 Motorsport in South Africa 7
1:2 PROBLEM STATEMENT 10
1:3 OBJECTIVES 11
1:4 METHODOLOGY ...... ...... ...... ...... 12
1 :5 DEMARCATION OF THE STUDY 15
1:6 CHAPTER OUTLINE 1 7
CHAPTER 2: LITERATURE REVIEW 19
2:1 INTRODUCTION 19
2:2 FACT OR FICTION: IS MOTORSPORT THE ADVERTISING VEHICLE IT'S
MADE OUT TO BE 2 20
2:3 THE SOUTH AFRICAN GRANDS PRIX OF 1992 24
2:4 THE SOUTH AFRICAN GRANDS PRIX OF 1993 32
2:5 FINDINGS FROM A TRACK SURVEY 34 Key Value Drivers of Track Motorsport in South Africa vi
2:6 CRITICAL REVIEW OF THE LITERATURE 39
CHAPTER 3: RESEARCH METHODOLOGY 41
3:1 RESEARCH OBJECTIVES 41
3:2 RESEARCH PROPOSITIONS 41 3:2:1 Proposition 1 41 3:2:2 Proposition 2 41 3:2:3 Proposition 3 42
3:3 RESEARCH METHODOLOGY 42 3:3:1 Introduction 42 3:3:2 Questionnaire Design 43 3:3:3 Personal Interviews 43 3:3:4 Pre-Testing of the Questionnaire 45 3:3:5 Questionnaire Construction 45 3:3:6 Section 1: Biographical Information 45 3:3:7 Section 2: Important and Current Value Drivers 46 3:3:8 Section 3: Qualitative Data 47 3:3:9 The Population and Sample 47 3:3:10 Data Collection 48 3:3:1 1 Data Analysis 48 3:3:12 Biographical data 49 3:3:13 Proposition 1 49 3:3:14 Proposition 2 50 3:3:15 Proposition 3 50 3:3:16 Qualitative Data 51 3:4 LIMITATIONS 51
CHAPTER 4: RESEARCH FINDINGS 53
4:1 INTRODUCTION 53 4:2 RATING EVALUATION 54
4:3 GENERIC KEY VALUE DRIVERS 59 4:3:1 Category One: Sporting Competitiveness 61 Key Value Drivers of Track Motorsport in South Africa vii
4:3:2 Category Two: Event Management 61 4:3:3 Category Three: Consumer Value 62 4:3:4 Category Four: Driver Publicity 63 4:3:5 Integration of the Generic Value Categories 64 4:4 QUALITATIVE DATA 65
4:5 DEVELOPMENT NEEDS 67
4:6 VARIABILITY TESTS 70 4:6:1 Significant Differences by Age 71 4:6:2 Significant Differences by Income Grouping 72
4:6:3 Significant Differences by Qualification 73
4:6:4 Significant Differences by Frequency of Viewing 74 4:7 SUMMARY OF RESEARCH FINDINGS 74 4:7:1 Research Proposition 1 75 4:7:2 Research Proposition 2 76 4:7:3 Research Proposition 3 77
CHAPTER 5: SUMMARY, CONCLUSION & RECOMMENDATION 79
5:1 SUMMARY 79
5:2 CONCLUSION 81 5:3 RECOMMENDATION 84
REFERENCES 87
APPENDIX I: INTERVIEW SCHEDULE 91
APPENDIX II: ELECTRONIC MAIL QUESTIONNAIRE 98
APPENDIX III: STATISTICAL ANALYSIS 99
1: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE 8, KEY VALUE DRIVER 99 1:1 Listed in Order of Electronic Questionnaire 99 1:2 Sorted into Rank Order of Importance 99 1:3 Sorted into Rank Order of Evidence 99 1:4 Sorted into Rank Order of Difference of Means 99 Key Value Drivers of Track Motorsport in South Africa viii
FACTOR LOADINGS AFTER VARIMAX ROTATION : 4 FACTORS 99
2:1 Listed in Order of Electronic Questionnaire 99
2:2 Sorted into Rank Order of Factor #1 99
2:3 Sorted into Rank Order of Factor #2 99
2:4 Sorted into Rank Order of Factor #3 99
2:5 Sorted into Rank Order of Factor #4 99
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE
BY AGE 100 3:1 Listed in Order of Electronic Questionnaire 100 3:2 Sorted into Rank Order of Probability 100
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE
BY GENDER 100 4:1 Listed in Order of Electronic Questionnaire 100 4:2 Sorted into Rank Order of Probability 100
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE
BY INCOME GROUP 100 5:1 Listed in Order of Electronic Questionnaire 100 5:2 Sorted into Rank Order of Probability 100
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE
BY QUALIFIFCATION 100 6:1 Listed in Order of Electronic Questionnaire 100 6:2 Sorted into Rank Order of Probability 100
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE
BY INFORMATION SOURCE 101 7:1 Listed in Order of Electronic Questionnaire 101 7:2 Sorted into Rank Order of Probability 101
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE
BY FREQUENCY OF VIEWING 101 8:1 Listed in Order of Electronic Questionnaire 101 8:2 Sorted into Rank Order of Probability 101
QUALITATIVE DATA CONTENT ANALYSIS 101 Key Value Drivers of Track Motorsport in South Africa iX
DATA CORRESPONDENCE PLOT 101
RE-SCALED RAW DATA 101 Key Value Drivers of Track Motorsport in South Africa X
LIST OF TABLES
TABLE 1.1 - PROPOSED DATA COLLECTION TECHNIQUES 14
TABLE 2.1 - GLOBAL TELEVISION VIEWING OF THE 1996 FORMULA ON GRAND
PRIX SEASON .... ......
TABLE 4.1 - RE-SCALED DATA OF THE 5 POINT LIKERT SCALES (IMPORTANCE AND
EVIDENCE OF KEY VALUE DRIVERS) 55
TABLE 4.2 - MEANS OF KEY VALUE DRIVERS RANKED BY IMPORTANCE 56
TABLE 4.3 - GENERIC VALUE CATEGORIES FOR TRACK MOTORSPORT 60
TABLE 4.4 - SUMMARY OF OPEN-ENDED QUESTION CONTENT ANALYSIS .66
TABLE 4.5 - TOP TEN DEVELOPMENT NEEDS FOR TRACK MOTORSPORT IN SOUTH
AFRICA 68
TABLE 4.6 - SUMMARY OF SIGNIFICANT DIFFERENCE OCCURRENCE BY
DEMOGRAPHIC VARIABLE ..71
LIST OF FIGURES
FIGURE 4.1 - A TWO DIMENSIONAL MODEL OF KEY VALUE CATEGORIES FOR
TRACK MOTORSPORT IN SOUTH AFRICA .65 Key Value Drivers of Track Motorsport in South Africa 1
CHAPTER 1: INTRODUCTION
1:1 INTRODUCTION
Millions of people around the world watch motor racing on television, and millions of people journey to race circuits to experience personally the excitement and glamour [Howard, 1992: 81. The ear-splitting noise, the smell of the fuel, the gleaming cars and the drivers - modem-day knights in armour, who do battle at unbelievable speeds. And behind every driver are sponsors, managers, engineers, mechanics and a whole team of professionals.
Since cars were invented more than a century ago, men have felt an impulse to race them, while manufacturers have used the sport to prove the superiority of their vehicles.
France was the birthplace of motor racing, thanks largely to Napoleon's road network, built to move his armies around swiftly in pursuit of his Imperial ambitions. French influence is felt to this day, certainly in the politics of motorsport, as is demonstrated by the impressive headquarters of the Federation Internationale du Sport Automobile (FISA) at number 8, Place de la Concorde in Paris.
The last FISA president was French. Jean-Marie Balestre is described variously as controversial, tireless and enormously likeable - and one of the most autocratic rulers in world sport. However, the current FISA president, Max Mosley, has brought a much more consensual approach to the position. He is one of four founders of the March Key Value Drivers of Track Motorsport in South Africa 2
Formula One team in 1969 and has contact with many forms of motor racing.
1:1:1 MOTORSPORT - THE PAST AND THE PRESENT
At the turn of the century the vision of one man, James Gordon Bennett Junior, was instrumental in establishing motor racing as an organised, and international sport [Howard, 1992: 12]. The son of the Scottish founder of the New York Herald, Bennett Junior was an adventurer and the scourge of New York society. Bennett's social excesses so outraged New York that he went to live in Paris, and it was in France that he became an important influence on the sport by establishing the annual Gordon Bennett races. These contests were run under the rules of the Automobile Club de France. Participating nations were each represented by a three-car team, and the winning country hosted the next event.
The first Grand Prix was held in June 1906 on a triangular 64 mile (103 km) circuit just east of Le Mans. In ninety years, the sport has evolved and survived many changes in both rules and formats [Howard, 1992: 13]. Le Mans, probably the most famous race of all is an excellent example of how cities, regions and countries have used the sport to focus world attention on themselves, boosting tourist revenues and local businesses. This began with regional governments, chambers of commerce and individual enterprises putting up prize money. The more they offered, the better the field they attracted, and the more prestigious their race became. The financing and promotion of motor races has since developed into a very sophisticated high-investment business, fuelled by regional and national interests, and by large sums of sponsorship cash that is attracted by the promise of extensive television coverage. Motor racing's transition from the sport of Key Value Drivers of Track Motorsport in South Africa 3
gentleman-amateurs to big business can be seen most strikingly in the way top teams are now run. The days when the wealthy amateur bought his car from the factory and was happy to make up the numbers are long gone.
1:1:2 THE WORLD SCENE
Formula One may be the pinnacle of motor racing, but the sport can be pursued at many other levels. While there are approximately 40 drivers around the world currently engaged in driving or testing Formula One cars, Britain's RAC Motorsports Association (RACMSA) alone lists 23300 licence holders, of whom 4400 hold full racing licences, and another 3000 have Clubman's tickets [Howard, 1992: 16].
There are three main types of motor racing machines:
Saloon/touring cars Sports/prototype cars Single-seaters
Each of these categories contain a number of sub-categories. In track racing alone, there are a number of internationally governed formulas including:
Formula K (Karting) Formula Renault Formula Ford 1600 Formula Forward Formula Vauxhall Formula 3 Formula 3000 Key Value Drivers of Track Motorsport in South Africa 4
Formula 1 World Sportscar Championship Indianapolis 500
This list excludes other forms of racing endorsed by local authorities all over the world.
1:1:3 SPONSORSHIP AND RETURN ON INVESTMENT
The main task in motor racing is financing the animal that eats the money [Denis, 1992: 46]. The word 'sponsor' is one that is unpopular in motorsport circles because investors do not act charitably and donate money to racing teams, they invest money to get a return on that investment. A racing team offers a service to its sponsors, the investors, and the team is expected to deliver the goods. The turning point for sponsorship in the motor racing industry came in 1968 when companies realised that motorsport carried a very high profile, up-market image. Consequently funds began to pour into Formula One motor racing. The expense of motorsport today is such that if there is no sponsorship, there is no sport.
Motorsport is a highly aspirational sport and therefore attracts a great deal of television and other media coverage. It is a good vehicle for strong brand graphics with massive opportunities for exploitation. The negotiation, administration and management of these sponsorship deals has become an industry in itself - from establishing a relationship with a sponsoring partner, to determining the exact value of the exposure to the partner, generating the image to maximise the sponsors gain, not forgetting the public relations facilitation with key clients. Key Value Drivers of Track Motorsport in South Africa 5
One rule of thumb is that out of every $100 paid to a driver for services rendered, $1 is for driving skill and the other $99 is for promotability [Howard, 1992: 38). Whilst this is speculative, it gives an indication of the emphasis which is placed on promotion of product through public personalities. At the average grand prix, there are 1500 accredited media men and women (press, radio and television journalists, photographers, television cameramen and technicians, and public relations officers trying to muster up sponsorship deals) jostling for position to bring the highlights of the event to the attention of the adoring public. Television dominates this process, with as many as 14 cameras positioned strategically around the circuit, hand-held cameras for interviews at the start / finish line, a remote controlled camera on overhead rails to provide a bird's-eye view of pit stop action, and micro cameras mounted on the cars to put the viewers in the racing cars with the drivers. Advertising boarding around the circuit is carefully positioned to ensure that they are fully in the frame. Once the spectacle is finished, analysts sit in editing suites, logging the amount of time that painstakingly designed car advertisements and trackside graphics were visible on screen. Sponsors want to know what proportion of the five billion annual television audience sees their brand graphics, and whether this exposure improves their sales [FIA, 1996: 2].
A driver's promotability is also part of the 'package' the sponsor pays for. But, what exactly is 'promotability' ? 'promotability' is the ability for something to be promoted for customer acceptance, especially through advertising [Webster's Dictionary, 1993: 294]. In practise, it is the combination of sex appeal, high-street recognition and an articulate or congenial personality.
Recognition is a key factor, drivers such as Nikki Lauda continue to attract media attention long after they have retired from the racing Key Value Drivers of Track Motorsport in South Africa 6 seat. Although he has not raced since 1986, 94 percent of Britons have heard of Lauda, according to a Ford survey. The same survey showed 98 percent recognition for Britain's Jackie Stewart, Stirling Moss and Nigel Mansell. James Hunt, who had the advantage of commentating on television after he retired from racing, enjoyed 97 percent recognition. France's Alain Prost rated only 92 percent and Brazilian Nelson Piquet rated 94 percent. The same Ford survey indicated that British male motorists were more likely to be interested in car racing and rallying than any other sport except football. Interestingly, a similar survey conducted in South Africa in 1997 indicated that car racing was only the tenth most popular sport amongst sporting enthusiasts [WI, 1997: 10]. Already, there is an emerging inconsistency - trends and interests vary from country to country and consequently, the sponsor benefit will vary from country to country. This poses an interesting problem in attempting to establish the tangible benefit of advertising, promotion and sponsorship in motorsport in the international arena.
Motorsport at the Formula 1 level is sophisticated, cosmopolitan, and has the following of intelligent and, on the whole, up-scale males and females [Howard, 1992: 48]. It combines all the elements of 20th century mythology, namely, speed, excitement, money, chic and celebrity. Exploitation, or a return for their money is what sponsors are looking for - whatever the level of investment. An association with motor racing can help raise a sponsor's public profile and image. In this, sponsors rely on the machinery of the media. This interaction between the media and the sponsorship has kept investment in the sport of motor racing spiralling upwards. The more publicity and television time afforded to the sport, the more attractive the sport is to the sponsor as an advertising media. Successful teams will pay retainers of around $20 million per year for top rated drivers, and they Key Value Drivers of Track Motorsport in South Africa 7 can pay the sponsors for their investment in advertising in just one event on a calendar of sixteen events.
The art of developing high speed posters for advertising on these 300 kilometre per hour vehicles is well-developed in Europe and America - to the extent that a value is allocated for each location on the car and justified to potential sponsors.
1 : 1 :4 MOTORSPORT IN SOUTH AFRICA
Motorsport is controlled worldwide by the Federation Internationale de ('Automobile (FIA). In South Africa, the FIA have delegated their sporting powers to Motorsport South Africa (MSA) and all motorsport events in this country are held in accordance with FIA Sporting Codes. During 1996, MSA entered into agreements with professional marketers and promoters with the intention of commercialising the sport. This step has secured important television coverage and motorsport has since enjoyed exceptional media coverage. Notwithstanding the high costs involved, motorsport is extremely healthy and there is increasing numbers of competitors, with motor vehicle manufacturer involvement also growing [Verolini-Schoeman, 1997: 85]. According to independent researchers, motorsport enjoyed the highest sponsorship in 1996, and retained its position among the top ten most popular sports in terms of spectator and television appeal. Motorsport ranked sixth last year out of sixty sports which were broadcast on television - 7 percent of the 2622 hours recorded for all the sports [Verolini-Schoeman, 1997: 85]. Of the 130 active sports in South Africa, motorsport continues to grow and be big business - black spectator involvement has doubled in the past year [Verolini-Schoeman, 1997: 85]. Key Value Drivers of Track Motorsport in South Africa 8
Whilst there has been a lack of major international events, this has not precluded South Africans from gaining valuable international exposure through smaller international events which have been staged in South Africa irregularly. Some local competitors have managed to obtain large sponsorship deals and make the move abroad to compete internationally.
Of the 130 official sports played in South Africa in 1997, motorsport was the tenth most popular sport amongst adults, but it enjoyed the highest value in sponsorship out of all these sports [BMI, 1997: 10].
Motorsport has a significant impact on the economy of South Africa. Some of the salient facts concerning the economic contribution of motorsport during 1997 are presented below jBMI, 1997: 2-3]:
"During 1997, an estimated R460 million was spent on track motorsport in South Africa. In addition to this, a further R5 million was spent on capital projects associated with the track racing industry. Aside from track motorsport, an estimated R18 million will be spent on other forms of motorsport in 1997 across the country (e.g. motocross, rallying, speedway, etc.). The track racing sees 6400 people benefit from direct employment and other forms of motorsport see a further 430 people employed. "On a regional level, AA Kyalami (Pty) Ltd has a significant impact on the economy (as South Africa's premier motorsport venue) in it's own right. The economic impact of the circuit is such that it generates R28 million direct spend (creating 500 jobs) in the Midrand economy, R67 million direct spend (creating 1200 jobs) in the Regional economy, and R74 million direct spend (creating 1300 jobs) in the National economy." Key Value Drivers of Track Motorsport in South Africa 9
Whilst the economic contributions highlighted above are not undesirable, a summary of the economic impacts of the 1992 and 1993 South African HA Formula One Grands Prix are presented below [Kessel Feinstein, 1993: 1-10]:
1992 SOUTH AFRICAN GRAND PRIX:
Generated R67 million in direct spend and R174 million in direct and induced. Created ± 3000 jobs, 600 of which are repeated. Attracted 5200 foreign visitors and 4500 out-of-town domestic tourists. Enjoyed 600 - 700 mentions per month in February and March in international media.
1993 SOUTH AFRICAN GRAND PRIX:
Generated R49 million in direct spend and R78 million in direct and induced spend. Created ± 300 jobs, 240 of which are repeated. Attracted 4500 foreign visitors and 1300 out-of-town domestic tourists. Enjoyed 300 mentions per month in February & March in international media.
From the above facts, it is evident that motorsport on an international scale has developed into a very high value business from which a number of valuable lessons can be learned. If these lessons can be applied within South Africa, the value of motorsport to South Africa can be significantly bolstered. Key Value Drivers of Track Motorsport in South Africa 10
1:2 PROBLEM STATEMENT
For the past few years, motorsport has been dubbed as an 'elitist sport', and has consequently enjoyed little or no support from the government. Whilst industry support for the sport has been very strong to date, there is resistance in the government to support the sport because the perception is that there are more important and pressing issues than motorsport which require government funding. However, the value of motorsport to South Africa is a relatively unknown entity at the moment. There are many different formulas and many participants, but there has been limited research conducted on the value of participation in these motorsport formulas to the stakeholders involved.
The association of the automobile manufacturers and motorsport is a logical one, and it is interesting to note how motorsport acts as an excellent marketing tool for these manufacturers to communicate both their brand names and their new technology to the public.
Therefore, there are four inherent benefits which motorsport presents, namely:
It is an effective tool for automotive manufacturers to market both their product brands and their new technology. It is an excellent and popular form of entertainment for the general public. It is an effective advertising media for interested parties. Key Value Drivers of Track Motorsport in South Africa 11
It is an industry within a sport and thus revenue is generated by both those who are directly and indirectly associated with the sport.
The benefits of motorsport in South Africa are visible only in an intangible form. The problem is that there is no tangible evidence that the government should support a motorsport program in South Africa. There is little empirical data which quantifies how much is invested in motorsport in South Africa and even less data to indicate what sort of a return on investment an organisation will receive by promoting its brand or product in motorsport advertising. Therefore, the purpose of this study is to determine what the key value drivers of motorsport in South Africa are, the importance of these elements to the sport, and finally the consumer perception of motorsport in South Africa. This will provide some insight into where the improvement opportunities lie in terms of spectator interest and thus direction on how to improve the investment opportunity that motorsport presents in South Africa.
1:3 OBJECTIVES
The objectives of this study can be summarised as follows:
To determine the consumers perception of the key value drivers in South African track motorsport. To test the consumer perception of track motorsport in South Africa against a range of demographic variables. To identify the most critical needs to be addressed to promote the track motorsport industry in South Africa with the aim of improving the investment opportunity. Key Value Drivers of Track Motorsport in South Africa 12
With these objectives in mind, the following title is proposed for the research study:
"SOUTH AFRICAN MOTORSPORT — A BUSINESS PERSPECTIVE OF THE
INVESTMENT OPPORTUNITY"
1:4 METHODOLOGY
This study will be formulated on the basis of a literature review, structured interviews and consumer surveys. There is no existing methodology to serve as a guide for a study of this nature and the proposed methodology may vary in accordance with the findings of the literature review.
The literature review will focus on those documents published by BMI Sports Research and Kessel Feinstein Consulting - who are apparently the only organisations that have conducted any research in this field. BMI Research has conducted research into the popularity of motorsport in South Africa, the support it enjoys from industry and the sport as an industry in itself. The research indicated that motorsport is in fact a significant industry in it's own right by contributing to the country's Gross Domestic Product (GDP) by around R60 million in 1996. Also, the report highlights that motorsport is the tenth most popular sport out of one hundred and thirty sports amongst adults in South Africa. This contrasts the berth that the sport enjoys in the United Kingdom second from the top. Kessel Feinstein has performed two significant studies in the past eighteen months. Firstly, the well- established Johannesburg based consulting firm was commissioned in 1993 to determine the economic impact of the Formula One Grands Key Value Drivers of Track Motorsport in South Africa 13
Prix held at Kyalami in South Africa in 1992 and 1993. Secondly, the firm conducted an exercise to determine the economic viability of hosting a Formula One Grand Prix in 1998 or 1999. The projected impact of a Grand Prix in 1998 on the South African economy is R200 million according to this document. Whilst this literature is recent and has been thoroughly conducted, it focuses on the benefit of motorsport to South Africa's output, and it gives no indication, of the value of the sport to those who invest in it in advertising, promotion and marketing.
The methodology will include interviews with, and surveys of, persons and organisations that either receive income or incur expense as a result of motorsport, or are negatively or positively influenced by the existence of motorsport in South Africa.
To achieve the desired objectives, five sectors of people need to be canvassed to gain the required research data. They are:
Motor racing teams (Teams) Sponsors of motor racing (Sponsors) Motor racing supporters (Supporters) General public (Public)
Each of these groups varies in structure, size and accessibility and therefore the data collection process for each group will be structured differently. Whilst this may vary when fieldwork is conducted, presented in Table 1.1 is an outline of the proposed technique to be used for the data collection from each of the groups.
Of fundamental importance, will be the need to determine accurately the key value drivers of motorsport in South Africa and the consumer perception of the importance and evidence of these value drivers. Key Value Drivers of Track Motorsport in South Africa 14
This will provide insight into the opportunities to improve consumer support for the sport and thus additional scope for investment in the industry. Therefore, this research will present a platform for further study into the spectator support for motorsport compared to the investment that the sport enjoys from sponsors and industry, to determine a return on investment.
Table 1.1 - Proposed Data Collection Techniques
Type of Measure- Response Secondary Survey sampling: ment method: data method: method: source:
Teams Quota Informal Open- Telephone ended Interviews & Telefax Sponsors Quota Informal Open- Telephone ended Interviews & Telefax Supporters Random Ordinal (Re- 5 Point Likert Motorsport Electronic Mail Convenience scaled to Scale South Africa Questionnaire (Snowballing) Interval) & Kyalami (Pty) Ltd Public Random Ordinal (Re- 5 Point Likert Motorsport Electronic Mail Convenience scaled to Scale South Africa Questionnaire (Snowballing) Interval) & Kyalami (Pty) Ltd
MSA and AA Racing (Pty) Ltd have not endorsed this project, but their records of recent past motorsport events have been available for use in the analysis. These records should provide good insight into the state of domestic motorsport and reliable (but outdated) information on the international Grand Prix events held at the Kyalami Race Circuit in Midrand in 1992 and 1993. Key Value Drivers of Track Motorsport in South Africa 15
With reference to the international events, the data gleaned from the local records on the aforementioned Grand Prix events will be manipulated to accommodate inflation over the period concerned and compared to data accessed on foreign events of the same nature held in recent years. This will serve to validate the data and determine the reliability of the information. The inflation rate for the period concerned will be determined from the Consumer Price Index (CPI) figures as released by the Reserve Bank of South Africa. Projected figures will be based on an inflation rate of 10 percent.
1:5 DEMARCATION OF THE STUDY
There is little existing information on the value of track motorsport to South Africa. Two consulting firms, Kessel Feinstein and BMI, have conducted some research in this field, addressing the following topics:
The Economic Impact for a Potential Grand Prix in 1998 and / or 1999. Motor Racing - An Industry in a Sport.
This research has been based on:
Information obtained from reports on the 1996 Australian Formula One Grand Prix Statistics and records from the 1992 and 1993 South African Formula One Grands Prix Survey studies of attendants and participants (both teams and spectators) at a South African motorsport event. Key Value Drivers of Track Motorsport in South Africa 16
This literature is limited in that:
X It extrapolates data from a first world country to a third world country.
X The survey studies conducted utilised a small sample which raises doubts about the accuracy and reliability of the data.
X Both income and expenditure models are used to determine contribution to the Gross Domestic Product, but the discrepancy of almost 100 percent is cause for concern regarding the validity and reliability of the sample data collected.
This study is therefore limited in that:
X The high profile nature of the sport means that access to financial records may prove to be difficult.
X Motorsport has numerous disciplines which are varied and diverse. Consequently, this study is limited to track motorsport only and may even be confined to one or more of the premier formulas in South Africa currently and internationally, namely: Formula One / Indy Cars Touring Cars Modified Saloon Cars Stannic Group N Cars X Historical records do exist, but with the change in ownership of the track, the integrity of the data may have been compromised. This data will therefore, not be utilised as a sole source of information. Key Value Drivers of Track Motorsport in South Africa 17
X Gathering of spectator information will require manpower and funds, which may not be available in the quantities required. Therefore the results obtained from a small sample may need to be expanded to represent a larger sample.
X There are numerous track-racing venues across the country. Due to the geographic spread of these tracks, it will not be possible to perform surveys at all the venues. Therefore, this research will provide a detailed study of AA Kyalami in Midrand as a track motorsport venue in South Africa and propose a business model for this venue to host racing events cost effectively.
1:6 CHAPTER OUTLINE
This study will consist of five chapters. Chapter 1 constitutes the scope and methods of the study - an introduction to motorsport, problem statement, definition of key objectives, methodology and a demarcation of the research. Chapter 2 will consist of a review of the literature currently available on the value of motorsport to the South African economy, and a brief review of similar studies which have been performed in other countries. Chapter 3 will present the detailed research methodology, paying attention to the questionnaires to be used for surveys to be conducted and the interview sheets for the personal or telephonic interviews with stakeholders and sponsors. The data capturing process will be formulated and conducted. In Chapter 4, the results of the surveys and the interviews will be presented and the validity and reliability of the results will be tested against the results of similar studies conducted internationally. Finally in Chapter 5 conclusions will be drawn from the statistical data in Chapter 4, and Key Value Drivers of Track Motorsport in South Africa 18 where applicable, recommendations will be made on how motorsport in South Africa can be improved to ensure a prosperous future for the sport in the years which lie ahead. Key Value Drivers of Track Motorsport in South Africa 19
CHAPTER 2: LITERATURE REVIEW
2:1 INTRODUCTION
For over fifty years and through hundreds of races, the world has watched racing cars of varied technical complexity competing in a multitude of forms of motor racing. This combination of cars, drivers and tracks has become increasingly complex as this high speed, adrenaline packed, hugely popular sport has evolved into a business dominated by powerbrokers.
Accompanying this ever increasing complexity is mounting pressure from sponsors and spectators on the governing bodies to ensure that the sport provides better and better entertainment value, thus continuing to draw more attention than ever before. All this to ensure that the integral relationship between sport and spectator - supplier and consumer - is not disturbed.
This relationship opens a fascinating window on investment in sponsorship, and the return thereon. It hinges on the supply and demand principle which is the very heart of this industry in the guise of a sport.
Motorsport enjoys huge support internationally, but this international support relies on the foundations built by the domestic racing of many countries around the world. South Africa, being one of these countries, has for many years contributed (albeit on a small scale) to these foundations. Key Value Drivers of Track Motorsport in South Africa 20
Motorsport in South Africa enjoyed tremendous support from the National Party government when former State President, F.W. de Klerk, was Minister of Sport [Anon, 1998: 9], a privilege that it has not been subject to since the 'post-apartheid' government has been in power [BMI, 1997: 1]. On the other hand, motorsport received the highest sponsorship money of all sports in South Africa in 1997 [BMI, 1997: 1].
However, investing time, money and other resources in a business does not automatically yield a return. It is necessary to understand the commercial nature of the sport before its economic viability can be contemplated. This chapter uncovers the financial magnitude of motorsport internationally, the impact it has had on the South African economy when it has travelled here, as well as some history on the economic impact of local motorsport in South Africa.
2:2 FACT OR FICTION:
IS MOTORSPORT THE ADVERTISING VEHICLE IT'S MADE OUT
TO BE?
Motor Racing's False Start on the Stock Exchange [Anon, 1998: 9]:
Recent events indicate that sport may have been over-traded as a vehicle for the marketing and advertising industry, and that the bubble may be about to burst [Anon, 1998: 9]. This raises questions as to whether South Africa was bidding in 'The Last Great Sate of the Olympic Games' - only to be landed with a lot of obsolete and over- priced goods.
The budgets for Cape Town's Olympic bid all presume that television networks around the world will continue to pay hundreds of millions of Key Value Drivers of Track Motorsport in South Africa 21 dollars for the right to sports events because they generally attract large television audiences. But, what if the television networks change their minds ? Developments in London indicate that investors may be poised to radically down- scale their long term estimates of the profit to be squeezed from sport as an advertising opportunity [Anon, 1998: 91. Advertising sponsorships may have reached their peak, and may be set to decline.
The first hint that all might not be that attractive in the sport business came in March, 1998, when Bernie Ecclestone contemplated listing his Formula One motor racing business on the London Stock Exchange. The proposed listing got such a cool reception, that Ecclestone was persuaded not to proceed with the listing [Anon, 1998: 91.
Ecclestone got his stranglehold over motor racing in the early eighties, after he realised that the future wasn't in motor racing at all, but in the advertisers wish to exploit it for commercial gain. He sold his Brabham team and started the Formula One Constructors Association (FOCA), ostensibly for the good of sport. In fact, it perfectly positioned him to sell off the sport to the highest bidding admen.
Eccelstone's own production unit, Global Village, now travels from race to race in two jumbo jets to provide the required digital television 'feeds' of races featuring men, cars and circuits plastered with ads for everything from tyres to insurance to, especially, cigarettes. In many countries where tobacco adverts are banned, motor racing is one of the last avenues open to them. Formula One Holdings (FOH) has cashed in by charging tobacco companies a 10 to 15 percent premium for advertising at racing events. Walter Thomas (of tobacco giant Philip Morris) sits on the FOH board. FOH expected to make a R650 million profit in 1998 and its analysts put its net worth, based on it's Key Value Drivers of Track Motorsport in South Africa 22
25 year rights to stage and market the Grand Prix, at around R14 billion [Anon, 1998: 9].
But investors may not want to speculate on what television audiences will be like for races in years to come. Also, it will not escape the market's attention that it would be quite a blow for Formula One and FOH if the television networks were banned from televising motor races that serve as a medium for tobacco advertising.
The evidence presented above suggests that the controlling body of Formula One, the world's pinnacle form of motorsport, is simply used as a vehicle for companies to reach consumers (at a price). It is easy to speculate on the future viability of Eccelstone's technological ideas and company, but one thing is for certain - this is business, not sport.
The FIA produces Formula 1 Television Broadcasting statistics annually. Table 2.1 presents some of the television viewing statistics from the 1996 Formula One season. Key Value Drivers of Track Motorsport in South Africa 23
Table 2.1 - Global Television Viewing of the 1996 Formula On Grands Prix Season
Number of Viewers: Race Only 5,365,472,075 Qualifying Sessions 818,625,924 Additional Programmes 4,585,763,186 News Coverage 30,222,696,000 TOTAL VIEWERS 40,992,557,185
Minutes Broadcast: Race Only 848,551 Qualifying Sessions 190,229 Additional Programmes 523,397 News Coverage 69.127 TOTAL MINUTES BROADCAST 1,631,304
Number of Broadcasts: Race Only 8,901 Qualifying Sessions 3,123 Additional Programmes 15,520 News Coverage 25,044 TOTAL BROADCASTS 52,588
Broadcasting Countries: Race Only 132 Qualifying Sessions 92 Additional Programmes 167 News Coverage 199 TOTAL BROADCASTING COUNTRIES 202
Source: [FIA, 1996: 67] Key Value Drivers of Track Motorsport in South Africa 24
For the full season, in only live race footage, a total of 848 551 race minutes were broadcast to 5,365,472,075 viewers in 132 countries around the world. It excludes the news broadcasts to some 199 countries around the world, and supporting activities like qualifying sessions. Many organisations around the world do and are eager to pay vast sums of money to harness this advertising potential. In addition to this, this is a growing market, as global viewership has grown from 17,4 billion in 1988 to 40,9 billion in 1996 [FIA, 1996: 67].
This market volume would suggest that scientific research into the economic value of motorsport in South Africa would be very beneficial.
2:3 THE SOUTH AFRICAN GRANDS PRIX OF 1992
The Grands Prix circus returned to South Africa in March, 1992, following an eight year drought. Upon completion of the event, Kessel Feinstein Consulting was commissioned by Tollgate Holdings - the holding company of Motor Racing Enterprises (MRE) - to determine the level of ancillary direct and indirect spending generated in the South African economy as a direct result of the holding of the Formula One Grand Prix.
The methodology included retrospective interviews and surveys of persons and organisations who either received income, incurred expenditure, or were impacted negatively or positively as a direct result of the Grand Prix. Surveys and interviews were conducted with approximately 120 individuals and organisations including hotels, car hire companies, corporations who entertained at the Grand Prix, racing teams, and other relevant parties. Key Value Drivers of Track Motorsport in South Africa 25
The results of the research are briefly outlined below [Feinstein, 1992: 1 - 11]:
DIRECT SPEND IN THE SOUTH AFRICAN ECONOMY: R5,7 million was spent by MRE in South Africa in order to hold the Grand Prix.
MRE SPEND: A further R29,8 million was expended by MRE on capital improvements to land, buildings and the race track in order to hold the 1992 Grand Prix. An equivalent level of capital expenditure would not be required in future years for subsequent Grands Prix.
RACING TEAM SPEND: Sixteen motor racing teams competed in the Grand Prix, with an average complement of 45 people giving a total of 720 overseas team visitors to South Africa. Based on current average foreign tourist spend per trip and team questionnaire returns it was estimated that an average spend per team member in South Africa was R4 000 excluding add-on tours, giving a total of R2,9 million. A limited number of team members went on add-on tours in South Africa worth an estimated R180 000. Prior to the Grand Prix, teams using the Kyalami circuit as a test venue spent an estimated R1,5 million. It can be assumed that this spending was exclusively in foreign currency.
PRESS SPEND: At least 540 foreign media professionals visited South Africa for the 1992 Grand Prix, staying on average five to twelve nights. Based on estimated spends of R3 500 to R7 000 per person, this Key Value Drivers of Track Motorsport in South Africa 26
yielded a basic foreign press spend of R2,4 million. The total bill for telephone calls and telefaxes for the press centre over the period of the Grand Prix was estimated at R1,2 million.
There were also 27 foreign media professionals who came to South Africa prior to the Grand Prix, spending an estimated R0,06 million. This gave a total foreign press spend of R3,6 million. Approximately 180 local media professionals attended the Grand Prix and their total spending was estimated to be worth R0,06 million.
PADDOCK CLUB SPEND: A group of FOCA and FISA personnel (and other official and unofficial entourage) travel to most Grand Prix. This party was estimated to include 1 800 high spend individuals and their total spend in South Africa was estimated to have been R12,6 million, exclusively in foreign currency.
OVERSEAS TOURIST SPEND: It was estimated that 950 foreign tourists saw the Grand Prix as members of the public. Assuming their spend equated to average foreign tourist spend in South Africa it was deduced that they spent R4,7 million in foreign currency. A further 3 000 foreign visitors were guests of corporations who entertained at the Grand Prix, or of FOCA, MRE, and other influential parties. An estimated R16,66 million was spent by these guests.
DOMESTIC TOURIST SPEND: A total of 4 396 tickets were bought for the Grand Prix by the public in Cape Town, Durban and Port Elizabeth. Adding a modest number of PWV purchased tickets for out-of-town guests Key Value Drivers of Track Motorsport in South Africa 27
it was estimated that 4 500 domestic tourists to the area for the event spent a total of R4,05 million (this excludes the spend on Grand Prix tickets).
BOMA HOLDERS, MARQUEE HOLDERS, AND OLD Prr COMPLEX USERS SPEND: Based on questionnaire returns from 21 of the 35 companies who entertained in "Somas" the estimated total Boma occupation for the four days of Grand Prix racing totalled 20 600 guest days at an average per guest day spend of R127.00 (excluding Grand Prix tickets but including catering and bar, all equipment hire, transport, entertainment, accommodation, souvenirs, security, invitations etc). This gave a total Boma holder spend of R2,6 million over the 35 bomas. There was a further R1,57 million spent by marquee holders and R0,89 million spent by holders of suites in the old pit complex.
PUBLIC CATERING SPEND: Kyalami Caterers held the concession for all the public catering (food and beverages) on offer during the Grand Prix. Kyalami Caterers turnover was included in confidential direct spend totals.
SPEND WITH THE SABC: The SABC received income from sponsorship of the South African Grand Prix coverage and hire of broadcast equipment to foreign Broadcasters. This spending was also included in total confidential spend. Key Value Drivers of Track Motorsport in South Africa 28
SPEND WITH SAA: Domestic spend with SAA was covered in other spend categories. Net international Grand Prix flight ticket spend with SAA was included in confidential spend.
SPEND ON TRACK SIGNAGE: All track advertising rights were sold by .FOCA to local and overseas organisations. New signs for the Grand Prix were made by a South African company. The income from sign manufacture for the Grand Prix was included in confidential
spend.
SPONSOR BELOW-THE LINE SPEND: Yellow Pages, the major sponsor of the Grand Prix, spent significant sums on various branded give-away souvenirs and other items such as cushions, peak caps, clothing and signage. They also invested in a major advertising campaign which started two years before the Grand Prix. The value of this spend in the economy was R11,49 million.
PUBLIC SECTOR SPEND: The municipalities of Midrand and Sandton, the Transvaal Provisional Authority, the Department of National Education and the SAP spent an estimated R0,07 million on overtime, equipment and outside services due to the staging of the Grand Prix.
CONFIDENTIAL SPEND: The total spend with SAA on international airfares, with the SABC on sponsorship and equipment hire, on track signage and with the Kyalami Caterers equalled R3,12 million, of which Foreign exchange accounted for R2,45 million. Key Value Drivers of Track Motorsport in South Africa 29
TOTAL ANCILLARY DIRECT SPEND IN THE SOUTH AFRICAN ECONOMY: The foregoing categories of ancillary direct spend in the South African economy amount to a total of R67 million, of which R39,91 would have been foreign exchange (this including the once-off capital spend of R29,85 million made by MRE). This was not the net direct spend in the South African economy. The MRE net income and direct foreign exchange payments out of South Africa were excluded.
INDIRECT SPEND IN THE SOUTH AFRICAN ECONOMY: Direct spending in an economy has a secondary knock-on effect, generating indirect spending as secondary suppliers of goods and services to the primary suppliers of goods and require more inputs - wages & salaries are spent and profits are disbursed. Some of the primary spend will ebb out of the local economy to pay for imports, repatriate profits and salaries. The net impact of this indirect and induced expenditure is commonly referred to as the 'multiplier effect'.
Given that the South African economy is relatively open, but that there is a developed tourism infrastructure, an estimated indirect spend in the South African economy of R36,46 million induced from the event-related direct spend, plus a further R17,91 million generated from the once-off capital improvement direct spend. However, it should be noted that these figures do not represent net indirect spend as they are not based on net direct spend.
INTANGIBLE BENEFITS AND COSTS: The staging of the Grand Prix also results in a number of benefits and costs to South Africa, which cannot be accurately quantified or verified and are therefore classed as "intangible". Key Value Drivers of Track Motorsport in South Africa 30
The ability of South Africa to hold the Grand Prix is testimony to the world that it has the considerable infrastructure and technological know-how required to stage the event. Internationally, some 400 million viewers watched the South African Grand Prix. There were on average 600 to 700 mentions of Kyalami, South Africa, per month in the .media internationally during February and March, 1992. If the country had to conduct a public relations campaign or an advertising campaign to achieve this sort of exposure the costs would be enormous. The quality of the exposure, showing a peaceful and harmonious country, was excellent. The Department of Foreign Affairs used the Grand Prix to invite dignitaries from more than 20 African countries thereby developing and improving the image of South Africa within Africa.
Locally, 2,5 million viewers watched the Grand Prix. For South Africans there are morale and psychological benefits as an event of this nature helps foster confidence and pride in the country. Spin-off international tourism usually accrues from an event of this nature. People who visited South Africa for the Grand Prix, on holiday or as part of an official group, are more likely to visit South Africa again as tourists.
Spin-off business developments can also be generated from the staging of the Grand Prix. Many foreign visitors for the event are prominent international business leaders who can be influenced by a visit to a country to set up operations there. Key Value Drivers of Track Motorsport in South Africa 31
The intangible costs of hosting the event include traffic disruptions and the inconvenience to residents of the surrounding areas.
It can therefore be concluded that the substantial positive intangible benefits of the Grand Prix far outweigh the few negative factors.
✓ EMPLOYMENT GENERATED: In tourism terms, it is estimated that eleven tourists generate one job opportunity. Based on the short average stay of Grand Prix visitors to the PWV area, it was postulated that a more appropriate ratio is twenty-five visitors for one job, which indicates that tourism for the Grand Prix should have generated 472 new job opportunities.
In the construction industry, 80 job opportunities are created for each R1 million spend. The one-off capital improvements to the circuit carried out by MRE would therefore have generated some 2 400 job opportunities.
Other spend, not directly related to Grand Prix tourism or construction, would also have created jobs. Many people were also employed on the race days for jobs including marshals, gatekeepers, waiters, commentators, paramedics and pilots.
In total, it would be likely that more than 3 000 jobs were created, with approximately 600 of these being permanent jobs. Key Value Drivers of Track Motorsport in South Africa 32
The 1992 study can be summarised as follows:
The 1992 Formula One Grand Prix had a major and positive impact on the South African economy. A total of R67 million ancillary direct spend was generated of which R39,91 million was gross foreign exchange income for South Africa. Further indirect spending induced by the direct spend amounted to an estimated R174,2 million giving a total of R241,2 million of ancillary spending generated in the South African economy by the Formula One Grand Prix. There were also innumerable intangible benefits to South Africa, in terms of international image and promotion, local pride and confidence in the country. It is rare that any organised promotional effect could achieve the same international penetration with such a positive message.
2:4 THE SOUTH AFRICAN GRANDS PRIX OF 1993
Following the success of the 1992 South African Formula One Grand Prix, the circus returned to South Africa in 1993. Upon completion of the event this time, Kessel Feinstein Consulting was commissioned by AA Racing (Pty) Ltd - the new owners of the Kyalami race track - to determine the level of ancillary direct and indirect spending generated in the South African economy as a direct result of the holding of the 1993 Formula One Grand Prix. The scope of the assignment was such that it would be conducted in an identical manner to the study of the 1992 South African Formula One Grand Prix (with a few minor modifications). The methodology was similar to the study conducted in 1992 and included retrospective interviews and surveys of persons and Key Value Drivers of Track Motorsport in South Africa 33 organisations who either received income, incurred expenditure, or were impacted negatively or positively as a direct result of Grand Prix. Surveys and interviews were conducted with approximately 115 individuals and organisations including hotels, car hire companies, corporations who entertained at the Grand Prix, racing teams, and other relevant parties.
Due to the identical nature of the studies, a summary of the 1993 study is presented below in a format similar to that for the 1992 study. The salient facts below are extracted from the 1993 study to assess the key differences between the two events:
The 1993 Grand Prix had a positive impact on the South African economy, generating an estimated 848,8 million in local direct spending, of which R25,6 million was foreign currency earnings. Deducting the additional direct spend overseas, the net direct spend in South Africa was R22.6 million (a foreign currency deficit of R600 000 was incurred) [Feinstein, 1993: 11].
Applying an economic multiplier to the direct spend, 878,1 million was generated by the Grand Prix in indirect and induced spending [Feinstein, 1993: 12].
Therefore, the net economic benefit of the Grand Prix to South Africa was R100,7 million.
The spend generated by the 1993 event was considerably less than that for 1992. This can be attributed largely to the negativity surrounding MRE and Tollgate Holdings, the uncertainty of the event taking place, some bad experiences of foreign visitors during the previous year's event and, the fact that Key Value Drivers of Track Motorsport in South Africa 34
this was the second and not the first Grand Prix for many years [Feinstein, 1993: 12].
There were once again innumerable intangible benefits to South Africa in terms of international image and promotion.
2:5 FINDINGS FROM A TRACK SURVEY
BMI-Sport Info (BMI) were commissioned by AA Racing (Pty) Ltd to conduct a track survey at the Kyalami Racetrack in 1996. The report is one of the latest in a series of research projects that BMI conducted for AA Racing amongst spectators at the Kyalami Racetrack. BMI had conducted research of a similar nature in 1994 and 1995, and were requested to establish the latest spectator trends and opinions in the motor racing industry.
Where relevant and applicable, the latest research findings are compared to the findings of the previous projects, to clearly highlight the current trends in the motor racing industry.
The research was based on the following [Grobler, 1996: 1]:
200 interviews were conducted with spectators at Kyalami. All interviews were conducted by experienced fieldworkers of BMI, all of whom had been involved in numerous track event projects before. A structured questionnaire, similar to that used in previous surveys, was again used. Key Value Drivers of Track Motorsport in South Africa 35
The fieldworkers were stationed at various points around the Kyalami Circuit, to ensure that all spectators areas were covered. The 200 respondents were selected at random from amongst the crowd. This meant that all the spectators had an equal chance of being selected for interviewing, and that the sample was therefore representative of all the spectators. Only people of 18 years and older were interviewed. Interviews lasted approximately 10 minutes each.
A summary of the research conducted by BMI is presented below:
SPECTATOR DEMOGRAPHICS [GROBLER, 1996: 36]:
X Spectators were 93 percent white and 80 percent male. X Blacks accounted for 4 percent, Coloureds for 2 percent and Indians for 1 percent.
X The age profile was 31percent being 18 - 24 years old, and a further 38 percent being 25 - 34 years old. Therefore, 69 percent were younger than 35 years of age.
X 16 percent of the spectators were there for the first time, and 94 percent of them stated that they would come again in future. X Some 43 percent of the spectators visit Kyalami more than five times a year, while a further 21 percent claimed to go to Kyalami from three to five times a year. Key Value Drivers of Track Motorsport in South Africa 36
KYALAMI VERSUS OTHER TRACKS PROBLER, 1996: 81:
X About 86 percent of the respondents believed that Kyalami is the best motor racing track in South Africa.
PREFERENCES FOR MOTOR RACING CATEGORIES PROBLER, 1996: 101:
X Touring Car Racing consolidated its position at the top and as the most popular racing category at Kyalami, with 43 percent saying it was their first preference, compared to the 21 percent of Modified Saloon Racing. X Modified Saloon Racing improved its position and moved back to second spot. X When compared to other forms of motorsport, Formula One is in fact most popular, ahead of Touring Cars in second place. Rallying is only in sixth place, behind Group N and Modified Saloon Racing.
EVALUATION OF FACILITIES AT KYALAMI PROBLER, 1996: 161:
Based on the evaluations given by spectators, three different groups of facilities were distinguished:
X The first group was rated very highly and needed no attention from management. They were: Spectator Safety Driver Safely Appearance of Kyalami AA Staff Attitudes Key Value Drivers of Track Motorsport in South Africa 37
X A second group was rated fairly well, and needed no immediate attention, but must be carefully monitored: Ticket Prices Security Parking Cafeterias/Catering The public address system Information/Directions X The last group was rated much lower and needed attention from management if the objective is to strive for excellence. Also note that the ratings of toilets and pavilions in particular had been low during all previous measures: Track vision Toilet facilities Traffic Flow lout) Seating/Pavilions
✓ THE FUTURE OF KYALAMI [GROBLER, 1996: 29]:
X 96 percent of all spectators still believe Kyalami has a good to excellent future because the Automobile Association (AA) is in control of it. X The main reason was because the AA is a large, stable, financially strong organisation that knows motorsport, and is running Kyalami very professionally. Improvements were visible for all to see. X The small percentage that did not agree, felt so largely because of perceived or real problems with the facilities, and also because the AA had not managed to get a Grand Prix back on the South African Calendar. Key Value Drivers of Track Motorsport in South Africa 38
AWARENESS OF TRACK SPONSORS PROBLER, 1996: 291:
X The spectators had a very good knowledge of companies sponsoring different sections of the track. X All the sponsors received good spontaneous and excellent prompted mentions, and it was clear that the spectators at the track take notice of the sponsors. X On another question, 40 percent of respondents spontaneously mentioned the AA as the biggest sponsor of motor racing in South Africa, ahead of Wesbank in second place.
OTHER ASPECTS OF IMPORTANCE PROBLER, 1996: 32J:
X A very high 92 percent of all spectators interviewed believed the South African Government should provide financial backing in order to get South Africa back on to the Grand Prix Calendar. X 65 percent of them believe too little television coverage is given to motor racing. This was down on the 69 percent of July, 1995. X 56 percent of respondents would prefer to watch local motor racing on M-Net, whilst 31 percent would prefer SABC 3. Key Value Drivers of Track Motorsport in South Africa 39
2:6 CRITICAL REVIEW OF THE LITERATURE
In addition to the literature reviewed above, there has been further research conducted by BMI on the impact of domestic track racing on the South African economy. This research is based largely upon the methodology of the research conducted by Kessel Feinstein in 1992 and 1993, and simply provides further evidence that motorsport is actually an industry within a sport. All of the existing research on the value and impact of track motorsport on the South African economy has been based upon:
large survey studies (50 to 200 respondents in most cases), surveys conducted amongst motorsport enthusiasts, an assumption that the investment in the sport is lower than the return thereon.
The literature is therefore limited in that it fails to:
X identify the key elements of the attraction of the sport to enthusiasts, X utilise an unbiased sample which is drawn from the general public and not just the motorsport enthusiasts, X provide a suitable insight into the key value drivers of the sport and propose any mechanisms to improve the support the sport enjoys from enthusiasts relative to the support it enjoys by way of sponsorship, thus providing improved investment attraction.
The research which is to be conducted will not attempt to validate any further the obvious economic benefits of motorsport. However, this Key Value Drivers of Track Motorsport in South Africa 40 research will provide an understanding of those factors which control or drive both enthusiasts' and opponents' attitudes towards motorsport. This data will be used to propose a model that will enable organisers to better understand which elements are required in motorsport to improve the popularity of the sport in South Africa, and thus enhance the investment attraction and opportunity. Key Value Drivers of Track Motorsport in South Africa 41
CHAPTER 3: RESEARCH METHODOLOGY
3:1 RESEARCH OBJECTIVES
The primary objective of this thesis is to determine what the key value drivers of track motor racing to consumers in South Africa are.
A second objective is to assess the evidence of the identified key value drivers of South African track motor racing.
Finally, the research seeks to test the importance of these value drivers across a range of demographic variables such as age, race and gender.
3:2 RESEARCH PROPOSITIONS
3:2:1 PROPOSITION 1
The most important key value drivers in South African motorsport racing are ...
3:2:2 PROPOSITION 2
The most critical needs to be addressed by South African motorsport providers can be identified by identifying the gap between level of importance of the key value driver and the perceived evidence of that value driver in the sport / industry. Key Value Drivers of Track Motorsport in South Africa 42
The five most important needs to be addressed are ...
3:2:3 PROPOSITION 3
There are no significant differences between the importance of key value drivers in the perceptions of consumers, across a range of demographic variables.
3:3 RESEARCH METHODOLOGY
3:3:1 INTRODUCTION
The research method is to be classified as a survey as defined by Groenewald and uses a research questionnaire [Groenewald, 1986].
This research will be conducted in a series of phases. The first phase will include the generation of core elements and components of track motorsport from key people involved in South African motorsport. This research will then be used to develop the questionnaire used in the second phase, based on the research propositions. The questionnaire will then be pre-tested with research experts before being finalised and distributed by electronic mail to motoring enthusiasts.
Once questionnaires have been received from respondents, the answers will be checked, coded, and subjected to descriptive and parametric statistical analysis. Key Value Drivers of Track Motorsport in South Africa 43
3:3:2 QUESTIONNAIRE DESIGN
The questionnaire design will follow a multi-stage system and include:
A series of personal interviews to generate key value drivers, and Questionnaire pre-testing.
3:3:3 PERSONAL INTERVIEWS
Informal personal or telephonic interviews will be used to generate the core components and therefore the key value drivers of track motorsport in South Africa. Between five and ten face-to-face interviews will be conducted with opinion leaders holding senior positions in private organisations or motor racing groups. The list of interviewees was compiled as a judgement sample. All the practitioners listed are regarded as being knowledgeable authorities on the sport or in industry by implication of their offices and prior experience.
The interviews will be scheduled and non-standardised, using the open- ended questions from the questionnaire appended (refer to Appendix I) as a guide to allow the interviewer freedom to probe, explore and generate ideas. The discussion will be recorded in writing by the interviewee and typed up immediately afterwards to provide an accurate record of the conversation. This will assist in extracting crucial concepts. Where geographically impossible to administer the interview face-to-face, it will be conducted by telephone with a slightly modified schedule. Key Value Drivers of Track Motorsport in South Africa 44
Possible candidates for the interviews include:
Peter Du Toll Director Zwartkops Race Track Andre De Kock Editor Citizen Motoring Selwyn Nathan Managing AA Racing Director Hennie Groenewald Race Diver Polo Cup Deon Schoeman Editor Topcar Magazine Adrian Scholtz Manager Motorsport SA Roger McCieery Commentator SABC Graham Duxbury Chairman Touring Car Ass. SA
The final selection of interviewees will be by convenience sample, and will be subject to the availability and accessibility of the interviewees.
Trial interviews will be conducted with members of the working public. This is in order to pre-test the interview schedules and for the interviewer to get accustomed to interviewing skills.
The interviewees will be given sight of the interview schedule ahead of the interview in order to allow the interviewees time to give the questions prior consideration. The interviewees will be briefed about the research propositions, and definitions of key value drivers to ensure a common understanding of the topic. A copy of the interview schedule is included in Appendix II. Following the interviews, it is anticipated that this list of key value drivers will be limited to around twenty five constructs. These constructs will then be used in the preparation of an electronic mail questionnaire to be administered to the general motoring consumer population. Key Value Drivers of Track Motorsport in South Africa 45
3:3:4 PRE-TESTING OF THE QUESTIONNAIRE
The questionnaire will be pre-tested before distribution to the target sample. The questionnaire will be sent to a large sample of people of varying social, cultural, religious, gender and racial backgrounds. It will therefore be necessary to pilot test the questionnaire on a judgement sample of five to ten people.
All necessary changes will be recorded and effected to the questionnaire.
3:3:5 QUESTIONNAIRE CONSTRUCTION
The questionnaire (refer to Appendix II) will be divided into three sections. The first section will include biographical data such as age, gender, profession and race.
The second section will identify the importance of the key value drivers identified in the personal interviews, and seek to identify current needs within the motorsport industry. The final section will allow the respondents to make any additional comments on the topic.
3:3:6 SECTION 1: BIOGRAPHICAL INFORMATION
In the first section of the questionnaire, the respondents will be asked to provide some biographical details in order to established the spread of age, gender, profession and race. This allows the respondent time to `warm up' to the questionnaire [Zimmerer, 1998: 31-38]. The answers will Key Value Drivers of Track Motorsport in South Africa 46 be close-ended to simplify the analysis and minimise the time taken to complete the questions.
3:3:7 SECTION 2: IMPORTANT AND CURRENT VALUE DRIVERS
In the second section of the questionnaire, respondents will be asked to indicate the levels of importance that they attach to the key value drivers identified. An explanation of the meaning of each value driver will be included below the constructs to avoid any ambiguity surrounding the definitions.
Respondents will first be asked to rate each of the competencies in terms of their perceived importance in the current environment on a five-point Likert scale. A similar approach has successfully been used in the past by other researchers using similar formats [Barker 1992; Cresswell, 1995; Overmeyer, 1997; Birkhead, 1999]:
Very Low Low Medium High Very High Key Value Drivers of Track Motorsport in South Africa 47
This scale will then be followed by a second five-point scale, in which the respondent will be asked to rate the current levels of evidence of these value drivers.
Very Low Low Medium High Very High
3:3:8 SECTION 3: QUALITATIVE DATA
The final section of the questionnaire is an open-ended question to ask respondents to suggest additional key value drivers which they consider to be important, but which had been omitted from the questionnaire.
3:3:9 THE POPULATION AND SAMPLE
The target population for this investigation can be defined as the public interested in motoring in South Africa and abroad. The research data will not be collected from a motorsport enthusiast group as this will create bias in the result. The aim of this study is to obtain the opinion of both those who are enthusiasts of motorsport, and those who are opposed to the sport. This will identify a true gap between the current state of the sport and the potential areas for improvement to attract more public interest and therefore more investor interest. Key Value Drivers of Track Motorsport in South Africa 48
3:3:10 DATA COLLECTION
Popular motoring journals and daily newspapers with motoring inserts will be approached with the research propositions, and their permission sought to assist with the distribution of the research questionnaire.
The research questionnaire will take the form of a Microsoft Excel spreadsheet, which will be distributed by electronic mail. The electronic mail will be accessed by clicking on the Excel icon, which will then open the questionnaire. This will include a cover letter, which will then lead into the questions. These will take the form of multiple choice scroll-down menu's, which will be selected by clicking on the desired response.
These Likert scale responses will be allocated codes for processing, and the data will then record the answers as corresponding integers on a linked but hidden spreadsheet. The coded format will be in accordance with the requirements of Number Cruncher Statistical System (NCSS) or the windows equivalent (SPSS).
3:3:11 DATA ANALYSIS
The questionnaires will be returned by electronic mail to the researcher and manually scanned to check for data omissions and consistency. Unanswered questions will not automatically be discarded, but rather processed as blank responses.
The close-ended demographic and Likert scale responses to Sections 1 and 2 will be allocated codes for processing, and the data will then be manually entered into a 'Microsoft Excel' spreadsheet. The coded Key Value Drivers of Track Motorsport in South Africa 49 format will be in accordance with the requirements of Number Cruncher Statistical System (NCSS) or the 'Microsoft Windows' equivalent SPSS.
3:3:12 BIOGRAPHICAL DATA
Descriptive statistical analysis will be applied to the biographical data to analyse the frequency of responses which will be represented graphically using bar charts. The modes of the nominal data will be calculated (namely gender, profession) and the median of the ordinal data (namely age).
It may be possible at a later stage of the research process to use other descriptive analysis on the demographic variables and certain of the competencies to suggest additional relationships.
3:3:13 PROPOSITION 1
Proposition 1 requires the identification of the most important key value drivers in South African motorsport racing.
This will utilise Section 2 of the questionnaire pertaining to the importance of the key value drivers. This data is in the form of a Likert scale, and will be subjected to parametric statistical analysis. It will therefore be necessary to convert this data from ordinal to interval data using correspondence analysis techniques [Bendixen, 1994]. Following this, the means and standard deviation of each construct will then be calculated, and then ranked to assess the importance of the respective value drivers. This will enable the identification of the most and least important of these drivers. Key Value Drivers of Track Motorsport in South Africa 50
3:3:14 PROPOSITION 2
Proposition 2 intends to identify the most critical needs to be addressed by motorsport in South Africa at the present time.
This will require a comparison between the importance of the value drivers, and their perceived evidence of these valUe drivers in the sport. This data will be obtained from the two Liked scales in Section 2 of the questionnaire, and it will be necessary to convert these using correspondence analysis techniques as done previously. The resulting means from the existing levels can then be subtracted from the means of the perceived importance of each of the value drivers to identify the most significant current opportunity development requirements.
3:3:15 PROPOSITION 3
Proposition 3 requires that there are no significant differences between the importance of the key value drivers when testing them across different demographic fields.
This will use the demographic details in Section 1 of the questionnaire, and the adjusted means of the importance of key value drivers in Section 2. Annova and two-sample 'T' tests will then be conducted across the various fields to test for significant differences between these categories. Key Value Drivers of Track Motorsport in South Africa 51
3:3:16 QUALITATIVE DATA
The open-ended answers included in Section 3 of the questionnaire will be test tabulated to set up new idea categories and distribution of responses for these constructs will be checked. If they are substantial, then new categories can be created.
These responses will be recorded separately as qualitative data, and where relevant, be included in the research findings as apposite quotes to amplify the research findings.
3:4 LIMITATIONS
It has been previously discussed that this research is preparatory and by no means exhaustive. As such, it is intended that this research will form the platform for further study. This study is also subject to a series of constraints and limitations.
A limitation of this research is the enormity of the area under investigation. No research of this nature has been conducted in South Africa before. It has always been limited to track surveys which target a very narrow and accessible sample. As this study aims to represent the views of the general public, the representative sample has to be this. There will undoubtedly be grounds for further investigation into specific areas of opportunity that will be identified by this study as it will be constrained to a gap analysis only. This will highlight where opportunity will lie for improvement in the format of track motorsport in South Africa, and therefore enhanced investment opportunity for sponsors and stakeholders. In addition to this, the study has been limited to track motorsport in South Africa as the value drivers of other Key Value Drivers of Track Motorsport in South Africa 52 forms of motorsport are not necessarily the same. This is another area of potential further study. Finally, the research has been confined to South Africa only, but could be extended to countries beyond the South African borders.
This research is also necessarily restricted in terms of funding and time resources. The research forms part of the Master af Commerce Business Management program at the Rand Afrikaans University, and is therefore required to be completed within a specified time frame which limits the breadth of the research. The study also carries no direct sponsorship, and the researcher has been restricted in this study to available financial resources which further limit the research scope. Key Value Drivers of Track Motorsport in South Africa 53
CHAPTER 4: RESEARCH FINDINGS
4:1 INTRODUCTION
There were 62 respondents to the electronic mail questionnaire that was circulated. There was only 1 questionnaire answer sheet that was corrupt and was therefore rejected from the sample.
Each response was checked upon receipt and the data was copied from the hidden answer sheet into a master database in the form of a 'Microsoft Excel' spreadsheet. This raw data was used for all further manipulation and analysis conducted in either 'Microsoft Excel' or Number Cruncher Statistical System (NCSS). The data was analysed in NCSS using descriptive statistics, correspondence analysis, factor analysis, paired 'T' tests and two-sample 'T' tests. The raw data and corresponding tables of analysis are appended (refer to Appendix Ill).
The use of the electronic questionnaire method limited the scope of the sample to those people who have access to computers with e-mail facilities. Of the respondents, 52 percent were over the age of thirty, with 72 percent being male. Furthermore, 44 percent of the respondents have degrees, and 56 percent earn less than R 250,000 per annum. Key Value Drivers of Track Motorsport in South Africa 54
4:2 RATING EVALUATION
The correspondence analysis module of NCSS was used to re-scale the Liked scale responses from ordinal data to interval data (refer to Appendix Ill). This was done by calculating the Euclidean distance between scale points on the first two axes, and using these distances to recreate the interval scale ranging from 1 to 5 [Bendixen, 1994]. This technique is necessary to make parametric statistical manipulation and interpretation of the raw data possible.
This process was used for both of the Likert scales in Section 2 of the questionnaire because the respondents were asked to evaluate each of the key value drivers against 'Importance' and 'Evidence' consecutively. One can therefore assume that the respondents interpreted the rating factors in the same way for each of the Likert scales for each of the key value drivers. The scaling factors of this conversion were thus applied to both of the Liked scales in Section 2 of the questionnaire. The scaling factors are presented in Table 4.1. The results were verified by examining graphical plots of the re-scaled data (refer to Appendix Ill). Key Value Drivers of Track Motorsport in South Africa 55
Table 4.1 - Re-scaled Data of the 5 Point Liked Scales (Importance and Evidence of Key Value Drivers)
Liked Scale 1st Axis (x) 2nd Axis (y) Euclidean Adjusted 5 Co-ordinate Co-ordinate Distance Point Scale
Very Low -0.997 -0.852 0.000 1.000 Low -0.790 -0.259 0.628 1.960 Medium -0.355 0.305 1.340 3.049 High 0.217 0.122 1.941 3.967 Very High 0.804 -0.212 2.616 5.000
The adjusted scale indicates that the original ordinal data was very close to being suitable interval data requiring very little adjustment. That is to say that the respondents perception of the difference between the scale options was fairly constant throughout the range. The correspondence plot produced a stable 'horseshoe' shape and can be reviewed in Appendix Ill [Bendixen, 1994].
The original raw data was replaced with the re-scaled data, as per Table 4.1, and subjected to descriptive statistical analysis (refer to Appendix Ill). The arithmetic means and standard deviations (5) for the perceived 'Importance' and 'Evidence' of each key value driver were calculated and the key value drivers were ranked by the mean of 'Importance'. The results are presented in Table 4.2 (refer also to Appendix Ill). Key Value Drivers of Track Motorsport in South Africa 56
Table 4.2 - Means of Key Value Drivers Ranked by Importance
Key Value Driver Importance Evidence
ion t tion ia ia
r Mean Mean Dev de der tic d Dev tic d r r e e Or Or da da k k hm hm it it tan tan Ran Ran Ar S Ar S Driver Speed 4.67 0.55 1 3.70 0.93 1 The ability to race a car relatively quickly and produce fast lap times. Driver Skill 4.60 0.61 2 3.49 0.84 2 The ability to drive a racing machine more dexterously than similarly equipped competitors. Equipment Handling 4.55 0.63 3 3.49 0.86 2 The ability of manufacturers to surpass previous standards of vehicle agility and road holding. Equipment Speed 4.48 0.65 4 3.47 0.90 4 The ability of manufacturers to surpass previous standards of power and acceleration. Spectator View 4.47 0.83 5 2.91 0.86 18 The degree to which spectators are able to view racing action.
Stimulation 4.45 0.72 6 3.43 0.90 6 The extent to which the sport excites and thrills spectators. Driver And Team Commitment 4.39 0.75 7 3.30 1.00 9
The degree to which a racing driver and team commit to and strive for maximum performance. Key Value Drivers of Track Motorsport in South Africa 57
Venue Facilities 4.34 0.85 8 2.99 1.01 16 The availability of seating, food and other amenities to supporters at race venues. Driver Race Craft 4.31 0.75 9 3.30 1.05 9 The technique of planning and controlling a race to maximise the potential to achieve a desired result. Team Work 4.25 0.90 . 10 3.10 1.03 15 The extent to which a driver and a team can co-operate synergistically. Track Overtaking Opportunities 4.25 0.89 10 3.12 0.99 13 Locations on the track where drivers are able to attempt to alter their race positions. Sponsor Involvement 4.24 0.85 12 3.45 0.87 5 The level of commercial involvement in the sport. Media Coverage 4.16 0.83 13 2.90 1.15 19 The availability of television coverage of race events. Equipment Brand / Supplier / 4.11 0.93 14 3.29 0.93 11 Manufacturer
The degree to which a supporter can associate racing equipment with commercial reputation. Venue Accessibility 4.11 0.89 14 2.78 0.89 20 The ability of spectators to get to, and gain access to, race venues. Public Awareness 4.06 1.01 16 2.40 0.97 26 The way in which information concerning racing events and news is publicised. Track Cornering Speed 4.01 0.80 17 3.32 0.68 8 The opportunity that a track offers a driver to extend equipment to high cornering speeds. Key Value Drivers of Track Motorsport in South Africa 58
Equipment Aesthetics 3.94 0.94 18 3.29 0.85 11 The physical beauty or attraction of equipment. International Benchmarking 3.86 1.04 19 2.74 1.03 22
The extent to which South African track motor racing compares to international standards. Track Straight Line Speeds 3.85 0.94 ' 20 3.12 0.81 13 The opportunity that a track offers a driver to extend equipment to high straight line speeds. Cost 3.80 0.90 21 3.36 0.94 7 The extent to which the price of attending racing events affects its appeal. Social Interaction 3.74 0.88 22 2.99 1.01 16 The degree to which events provide an opportunity for socialising and / or family entertainment. Driver Public Profile 3.67 1.12 23 2.53 1.03 24 The degree to which a candidate represents a popular public role model. Equipment Accessibility 3.46 1.10 24 2.36 1.03 27 The opportunity the public is given to view closely, and enquire about, equipment. Driver Accessibility 3.44 1.08 25 2.60 1.13 23 The extent to which the public is able to approach, contact and communicate with a public personality. Equipment Commercial Availability 3.11 1.28 26 2.76 1.14 21 The degree to which racing equipment is available to the public for purchase. Demographic Representation 2.61 1.17 27 2.41 0.90 25 The extent to which the racing teams are represented in terms of race, gender and culture. Key Value Drivers of Track Motorsport in South Africa 59
The top three rankings in order of importance are the Driver Speed, Driver Skill and Equipment Handling, followed closely by the Equipment Speed. These are the value drivers ranked by the respondents as being the most important to track motorsport. These elements are perceived to be fundamental to track racing and are therefore not surprisingly at the top of the list.
The top seventeen items in rank order all have an arithmetic mean of four or above. This implies that these value drivers are all between high and very high in terms of importance to track motorsport. There is only one value driver with a mean of less than three which suggests that the key value drivers have been well identified and are of medium to very high importance to the industry.
4:3 GENERIC KEY VALUE DRIVERS
By definition, the key value drivers are required to be generic and few in number. The list of key value drivers can be collapsed into a few generic factors using component factor analysis [Zikmund, 1997]. The list of twenty seven factors was subjected to a series of iterations of component factor analysis, with a four factor solution being accepted by virtue of a series of tests. Firstly, all factors have Eigen values greater than one, and the factors clustered were sensibly interpretable. Also, the Scree plot of the Eigen values resulted in an elbow between the three and five factor solutions [Zikmund, 1997].
The factor groupings derived were named in accordance with the key value drivers that load onto these factors. These factor groupings identify the generic key value drivers or categories for track motorsport. Key Value Drivers of Track Motorsport in South Africa 60
The generic categories are listed in Table 4.3 in order of the average mean for the component value drivers (refer also to Appendix III).
Table 4.3 - Generic Value Categories for Track Motorsport
Rank Category Component Value Rotated Factor Drivers . Factor Average Loading
1 Sporting Driver Race Craft -0.679 4.42 Competitiveness Equipment Handling -0.624 Driver And Team -0.535 Commitment
2 Event Management Public Awareness -0.723 4.17 Media Coverage -0.661 Spectator View -0.655 Track Overtaking -0.635 Opportunities Track Cornering -0.624 Speed International -0.607 Benchmarking Stimulation -0.586 Venue Accessibility -0.560 3 Consumer Value Venue Facilities -0.727 4.00 Equipment Brand / -0.619 Supplier / Manufacturer Social Interaction -0.521 Cost -0.521 4 Driver Publicity Driver Public Profile -0.626 3.56 Driver Accessibility -0.417 Key Value Drivers of Track Motorsport in South Africa 61
4:3:1 CATEGORY ONE: SPORTING COMPETITIVENESS
The top ranked generic value driver is Sporting Competitiveness with an average factor importance value of 4.42. This means that it ranks between high and very high in importance, strongly motivating the argument that racing is about competing for position in the field and not about any one individual performance. The three key value drivers that constitute this category are Driver Race Craft, Equipment Handling and Driver & Team Commitment. Interestingly, only one of the three component value drivers is in the top three by order of importance - Equipment Handling being ranked third. This suggests that motorsport is not only about any one value driver, but rather about how these value drivers combine synergistically. The other two key value drivers intimate that the planning and controlling of a race are fundamentally important to the entertainment value of that race.
This result suggests that the respondents are looking for sporting competition, the thinking ability of a driver supported by his / her team, with competitive equipment challenging for race positions.
4:3:2 CATEGORY TWO: EVENT MANAGEMENT
Ranked second is the category of Event Management, incorporating value drivers like Public Awareness and Media Coverage, strongly supported by the Track Overtaking Opportunities and Spectator Views amongst others. This category has the largest number of important value drivers loaded onto it. There is therefore substantial support for this category which has a value driver average of 4.17 (also rating between high and very high). The respondents are looking for a good publicity or marketing and advertising plan by the track motorsport Key Value Drivers of Track Motorsport in South Africa 62 authorities, backed up by media exposure of event information and racing results.
In addition, once the respondents attend the race events, they want to be able to see the racing action - it must be exciting, stimulating and of an international standard.
4:3:3 CATEGORY THREE: CONSUMER VALUE
Consumer Value enjoys an average rating of 4.00, translating to a high rating. This category encompasses those elements that a spectator or supporter will consider when comparing this entertainment source to others at their disposal if the primary source of entertainment is removed from the environment. That is, the degree to which the motorsport can be enjoyed through the facilities provided at the source, the degree to which one can socialise at an event (adding to the enjoyment thereof), and finally, the price at which this enjoyment comes.
According to the importance ranking, this category has a highly ranked value driver in Venue Facilities (at number 8), combined with some very low ranking value drivers in Social Interaction (at number 22) and Cost (at number 21). Again, not dissimilar to Category One, this category shows how important it is that the value drivers combine well to give the consumer good 'value for money' as a source of entertainment in this case.
The apparent anomaly in this category is the value driver Equipment Brand / Supplier / Manufacturer, but when one considers that the motorsport arena can be an important source of technical information for the motor vehicle consumer, this value driver is well positioned in this Key Value Drivers of Track Motorsport in South Africa 63 cluster. The motorsport enthusiast would perceive that motorsport is of value if the attendance of events or the following of results enables that individual to be empowered as a consumer of a vehicle for personal use.
4:3:4 CATEGORY FOUR: DRIVER PUBLICITY
The final category by rank is that of Driver Publicity. Although this category does not have the depth of support that some of the above categories have, this is the one which is most clearly defined. Both the value drivers in this category (Driver Public Profile and Driver Accessibility) rank near the bottom on the importance scale, but are nevertheless still rated as medium to high importance with a value driver importance average of 3.56. Logically, as with many sports throughout the world, the public often looks to the sporting arena for its role models and idols. This is evidenced in South Africa in sports like rugby, soccer and cricket. These sports often provide the country with national heroes like Bobby Skinstad, Benni McCarthy and Lance Klussner. The exposure that events like the Rugby, Cricket and Soccer World Cups have enjoyed has enabled heroes like the above to be uncovered by the South African nation, as well as others.
Motorsport is no different. The respondents want to see the personalities of the competitors exposed, and they want to be able to relate to them, by having contact with them. These heroes have to be accessible to the public to retain their human qualities whilst being honoured with a higher status.
In addition, the element of competition must not be forgotten here. It is important for people to be able to identify with a competitor in order to create sensational events. If the public does not have insight into Key Value Drivers of Track Motorsport in South Africa 64 the personalities of the drivers, they cannot relate to them and therefore cannot become passionate about supporting a particular competitor. Without the support for different competitors, motorsport would lose its competitive attraction.
4:3:5 INTEGRATION OF THE GENERIC VALUE CATEGORIES
Whilst the categories defined above are clearly delineated and independent, there is opportunity to graphically represent these categories in a two dimensional space as they are not mutually independent. The categories are defined on the basis of those dominant key value drivers in that particular factor. However, there is an overlap between the respective factors. For example, there is a similarity between Category One and Category Three in Driver and Team Commitment, and between Category One and Category Two in Stimulation. The overlap between categories is shaped such that Event Management (Category Two) and Consumer Value (Category Three) overlap in the centre, flanked by Sporting Competitiveness (Category One) and Driver Publicity (Category Four) on either side. This relationship is presented in Figure 4.1. Key Value Drivers of Track Motorsport in South Africa 65
Fiqure 4.1 - A Two Dimensional Model of Key Value Categories for Track Motorsport in South Africa
4:4 QUALITATIVE DATA
Of the 61 respondents, 8 made use of the open-ended question at the end of the questionnaire. Although this amounts to only 13 percent, the feedback was interesting in that the objective was to establish if there were any other key value drivers that had been omitted during the compilation of the questionnaire. The results of this survey were subjected to content analysis, using the four Key Value Categories of Key Value Drivers of Track Motorsport in South Africa 66 track motorsport in South Africa as the basis for the content analysis (refer to Appendix III). The results of the analysis are presented in Table 4.4.
Table 4.4 - Summary of Open-ended Question Content Analysis
Value Category Number of Rank Occurrences
Event Management 6 1 Sporting Competitiveness 3 2 International Competition 3 3 Consumer Value 2 4 Media Coverage 2 5 Driver Publicity 0 6
At the top of the list is the category of Event Management. The underlying support for this category comes in the form of the actual race formats and formulas being hosted at a particular event. There is evidence that the current track racing formulas in South Africa are poorly constructed. Further research into this specific area would be required to quantify this.
At the bottom of the list is the Driver Publicity category, which is very specifically covered by the key value drivers. It is therefore not surprising that there is no evidence of this in the open-ended question responses.
The two categories highlighted in red are those which do appear in the questionnaire as key value drivers, but do not feature very prominently in the factor analysis. This suggests added support for these two value drivers to be addressed as unique entities. Key Value Drivers of Track Motorsport in South Africa 67
4:5 DEVELOPMENT NEEDS
The principal development needs within the motorsport industry were identified by determining the gap between the level of importance of each key value driver and the perceived level of evidence of its occurrence within the track motorsport industry.
The two sets of re-scaled data were then subjected to paired 'T' tests to establish which development needs were significant. The data was first tested for normality to determine which significance test would be adopted. If normality was rejected, the Wilcoxen Signed Rank test was used and if normality was accepted, the paired T test was applied [Birkhead, 1998: 25-26]. Following this, the result of the test was checked for acceptance or rejection of the null hypothesis. If the null hypothesis was rejected, there was a significant difference at the 5 percent level. Conversely, if the null hypothesis was accepted, there was no significant difference.
At a 5 percent significance level, 26 of the 27 key value drivers were identified as representing significant development needs, with only Demographic Representation excluded. These development needs were then ranked by calculating the size of the gap between the level of importance and the perceived level of evidence of each key value driver, which is represented by the difference of their means.
The top ten development needs are listed according to rank in Table 4.5 (refer also to Appendix III). Key Value Drivers of Track Motorsport in South Africa 68
Table 4.5 - Top Ten Development Needs for Track Motorsport in South Africa
Key Value Driver Gap Rank by Rank by Gap Importance
Public Awareness 1.66 1 16 Spectator View 1.56 • 2 5 Venue Facilities 1.35 3 8 Venue Accessibility 1.33 4 14
Media Coverage 1.26 5 13 Team Work 1.15 6 10 Driver Public Profile 1.14 7 23 Track Overtaking Opportunities 1.13 8 10 International Benchmarking 1.12 9 19 Driver Skill 1.11 10 2
Interestingly, the top two development needs both stem from the generic category, Event Management.
The top five key value drivers when ranked by importance are all spectator related factors. None of these actually have bearing on the type of racing activity in question, but rather on the environment in which it takes place, and the circumstances surrounding the event.
The Public Awareness was perceived to be most important, which suggests that without any knowledge of a sporting event, it cannot be supported. Spectator View, followed closely by Venue Facilities and Venue Accessibility, confirms that the respondents want to see the racing clearly and comfortably without having difficulty in getting to, entering or exiting the venues. Media Coverage in fifth place supports Key Value Drivers of Track Motorsport in South Africa 69 the Public Awareness factor as these two key value drivers are inherently linked.
From the respondents perceptions, it is evident that the primary needs are not to develop the motorsport format itself, but rather to develop the infrastructure of the motorsport industry to ensure that the public is aware of event news, and is able to see the racing when attending track events. Finally, when at these events, the patrons expect both a high standard of venue facilities and to receive information pertaining to forthcoming and past events.
There are only four key value drivers in the top ten that pertain directly to the racing that occurs at the track meetings. The Team Work displayed was ranked sixth important to the respondents, with the Driver Publicity ranking seventh. The placing of Driver Publicity ahead of Driver Skill (in tenth position) would suggest that the sample rated it more important that a driver has a high public profile than driver skill.
Added to Table 4.5 are the rankings of each key value driver according to the importance of that driver to track motorsport in South Africa. This is particularly important as it indicates which of the key value drivers are development needs and should be addressed first. When considering the sum of the rank by gap and the rank by importance, the lowest values will point towards those key value drivers that require the most immediate attention. This approach would suggest that the Spectator View, Venue Facilities and Driver Skill are the top three development needs. Superimposing these onto the ranking by gap, the two key value drivers which undoubtedly require development first are the Spectator View and the Venue Facilities. Key Value Drivers of Track Motorsport in South Africa 70
4:6 VARIABILITY TESTS
In addition to the above analysis, further tests were conducted on the level of importance response data to determine whether there were significant differences in responses relating to the demographic variables (namely Age, Gender, Income Group, Frequency of Viewing, Source of Information and Qualification). For the purposes of better representation, each of these demographic categories was conflated into two sections.
For each demographic variable, the two sets of re-scaled data were subjected to two-sample 'T' tests to establish which variances were significant. The data was first tested for normality and equal variance to determine which significance test would be adopted. The following logic was applied [Birkhead, 1998: 25-261:
Normal Distribution & Equal Variance = 'T' test Normal Distribution & Not Equal Variance = Aspen-Welch test Not Normal Distribution & Equal Variance = Mann-Whitney U test Not Normal Distribution & Not Equal Variance = Kolmogorov-Smirnoff test
Following this, the result of the test was checked for acceptance or rejection of the null hypothesis. If the null hypothesis was rejected, there was a significant difference at the 5 percent level. Conversely, if the null hypothesis was accepted, there was no significant difference. Key Value Drivers of Track Motorsport in South Africa 71
All variability tests conducted at a 5 percent significance level revealed only seven significant differences throughout the range of demographic variables. A summary of the occurrence of these differences is presented in Table 4.6 according to the demographic variable in which the differences occurred (refer also to Appendix III).
Table 4.6 - Summary of Significant Difference Occurrence by Demographic Variable
Significant Differences Demographic Variable f
o n tion
tio
e ing ifica ma l uency der up rc w 0 n come for ca ie Freq Gro Qua < In In Sou Ge V Significant Differences 3 out 1 out 0 out 2 out 0 out 1 out of 27 of 27 of 27 of 27 of 27 of 27
Whilst only seven significant differences were identified, they all provide further insight into the development needs of track motorsport in South Africa with reference to these demographic factors. Each of these differences is discussed individually to enhance the results of this study.
4:6:1 SIGNIFICANT DIFFERENCES BY AGE
The respondents were grouped into ages above and below thirty years old. There were 29 respondents under the age of thirty and 32 above. In these two categories, there were three significant differences. Key Value Drivers of Track Motorsport in South Africa 72
They are listed below in order of greatest probability (the probability is listed in brackets next to each key value driver):
Track Overtaking Opportunities (0.00) Demographic Representation (0.01) International Benchmarking (0.02)
It is more important to people in the sample who are under thirty years of age that overtaking opportunities are abundant at track racing venues. Similarly, the younger generation in the sample feels it is more important that the population demographics are represented in the motorsport industry in South Africa and that track motorsport in South Africa is benchmarked against international standards. This would perhaps be logical as the younger generation is more globally aware today due to the global workplace and economy that has emerged over the past decade. Also, this group of people is more conscious of the need to treat all people equally, irrespective of race , colour or creed.
4:6:2 SIGNIFICANT DIFFERENCES BY INCOME GROUPING
The respondents were grouped into income groups of more or less than R 250 000 per annum per household. There were 34 respondents who have a household income of up to R 250 000 per annum and 27 respondents with higher than R 250 000. In this category, there was only one significant difference. It is listed below (the probability is listed in brackets next to the key value driver):
Demographic Representation (0.04) Key Value Drivers of Track Motorsport in South Africa 73
It is of greater importance to the lower income grouping in the sample that the demographics of the South African population are represented in the track motorsport industry in South Africa. This result indicates the lower income groupings awareness and desire for equal opportunity.
4:6:3 SIGNIFICANT DIFFERENCES BY QUALIFICATION
The respondents were grouped into those who posses at least one degree or more and those who do not. There were 27 respondents with a degree and 34 without. In these two categories, there were two significant differences. They are listed below in order of greatest probability (the probability is listed in brackets next to each key value driver):
Driver Public Profile (0.03) Venue Facilities (0.05)
The drivers public profile and the venue facilities are more important to the respondents with a degree than those without. It is possible that the prestige associated with an educational degree is carried through into ones lifestyle and therefore, it is important for those people with degrees that the racing drivers are high profile people.
It is understood that a person with a degree should be able to afford a better lifestyle than that of someone without. This could account for the importance of the venue facilities in that a person does tend to expect what they are accustomed to. Key Value Drivers of Track Motorsport in South Africa 74
4:6:4 SIGNIFICANT DIFFERENCES BY FREQUENCY OF VIEWING
The respondents were grouped into people who watch motorsport once per week or more and those who do not. There were 28 respondents who do, and 33 who do not. In this category, there was only one significant difference. It is listed below (the probability is listed in brackets next to the key value driver):
✓ Demographic Representation (0.05)
It is of greater importance to those respondents who watch track motorsport in South Africa less frequently that the demographics of the South African population are represented in the industry.
Although these few variances were evident in the demographic variables, the overall results of the variance tests substantiate the notion that the key value drivers of track motorsport in South Africa are generic across a range of demographic variables.
4:7 SUMMARY OF RESEARCH FINDINGS
The results of the research provide definitive answers to the research propositions. The research findings have therefore been summarised according to each proposition. Key Value Drivers of Track Motorsport in South Africa 75
4:7:1 RESEARCH PROPOSITION 1
The key value drivers of track motorsport were successfully identified. They are listed below in rank order of importance from highest to lowest:
Driver Speed Driver Skill Equipment Handling Equipment Speed Spectator View Stimulation Driver and Team Commitment Venue Facilities Driver Race Craft Team Work Track Overtaking Opportunities Sponsor Involvement Media Coverage Equipment Brand / Supplier / Manufacturer Venue Accessibility Public Awareness Track Cornering Speed Equipment Aesthetics International Benchmarking Track Straight Line Speeds Cost Social Interaction Driver Public Profile Equipment Accessibility Driver Accessibility Key Value Drivers of Track Motorsport in South Africa 76
Equipment Commercial Availability Demographic Representation
In addition to this, these key value drivers were grouped into four generic value categories, which consist of clusters of these key value drivers presenting some key focal aspects of track motorsport in South Africa. They are listed below in order of decreasing importance:
Sporting Competitiveness Event Management Consumer Value Driver Publicity
There is naturally an overlap of the various elements in each of these generic categories, which suggests that improvements of any one of the key value drivers can have positive influence on some of the others.
4:7:2 RESEARCH PROPOSITION 2
The five most critical needs to be addressed in track motorsport in South Africa have been established and are highlighted below:
Public Awareness Spectator View Venue Facilities Venue Accessibility Media Coverage
The above factors which are listed in decreasing order of importance suggest that the actual activity of track racing is not where the Key Value Drivers of Track Motorsport in South Africa 77 fundamental improvements should be focussed. It is actually in the spectator related issues which would make for a comfortable, exciting environment that is easily accessible. This must be supported by good publicity of news, results and other racing related information.
Interestingly, the only key value driver which resulted in no significant difference between importance and evidence is that of Demographic Representation in the sport.
4:7:3 RESEARCH PROPOSITION 3
Contrary to the proposition, there were actually seven significant differences identified in the variability tests conducted across the range of demographic variables measured.
Those respondents under thirty years of age rated Track Overtaking Opportunities, Demographic Representation and International Benchmarking as significantly more important than those respondents who were older than thirty. Those respondents earning less than R 250,000 per annum rated Demographic Representation as significantly more important than those respondents who earn more than R 250,000 per annum. Those respondents with university degrees rated Driver Public Profile and Venue Facilities as significantly more important than those respondents who do not have a degree. Those respondents watch motorsport less than once per week or more rated Demographic Representation as Key Value Drivers of Track Motorsport in South Africa 78
significantly more important than those respondents who watch motorsport once per week or more. Key Value Drivers of Track Motorsport in South Africa 79
CHAPTER 5: SUMMARY, CONCLUSION & RECOMMENDATION
5:1 SUMMARY
This report has presented substantial evidence in support of the argument that motorsport has become a global industry. The industry enjoys a sound foundation of local motorsport from many countries around the world, culminating in Formula One - the pinnacle of motor- racing. The sport has provided an excellent advertising and sponsorship ground for many organisations since Gold Leaf first sponsored Team Lotus in 1968. Today, sponsors of Formula One want to know what proportion of the five billion annual audience sees their brand graphics, and whether this exposure improves their sales.
In South Africa, of the 130 official sports, motorsport was the tenth most popular sport, yet it enjoyed the highest sponsorship spend out of all these sports. The mathematical investment opportunity presented by these statistics is not a particularly desirable one. This prompted a survey of the existing literature on the investment opportunity in motorsport, which yielded in depth analyses of the value of a country hosting a Formula One Grand Prix, but little else of any inherent value. There is strong empirical data in favour of a country hosting a Formula One Grand Prix, emphasising the commercial nature of modern motorsport.
However, no research has been conducted in South Africa to attempt to understand why a sport which enjoys so much sponsorship, is only the tenth most popular sport in the country. In addition, this sport is an Key Value Drivers of Track Motorsport in South Africa 80 industry within a sport, with no fundamental understanding of where the inherent value lies in this industry.
This research addresses this void by posing answers to three research propositions:
The most important key value drivers in South African motorsport racing are ...
The most critical needs to be addressed by South African motorsport providers can be identified by identifying the gap between level of importance of the key value driver and the perceived evidence of that value driver in the sport / industry.
The five most important needs to be addressed are ...
There are no significant differences between the importance of key value drivers in the perceptions of consumers across a range of demographic variables.
The research was conducted in a series of phases. The first included the generation of the key value drivers of track motorsport in South Africa, by using informal interviews with stakeholders presently in the industry. This research was then developed into an electronic questionnaire. The questionnaire was divided into three sections. The first, was the demographic data for each respondent which was presented in the form of close-ended questions. Second, were the questions concerning the importance and evidence of the key value drivers to track motorsport in South Africa. These questions were evaluated on a five point Liken scale in each case. Finally, there was Key Value Drivers of Track Motorsport in South Africa 81 an open-ended question at the end of each questionnaire to establish if any of the key value drivers had not been identified.
The questionnaires were circulated using electronic mail as the conveying medium, with 'snowballing' proving invaluable. The raw data gleaned from the responses was manipulated in 'Microsoft Excel' and analysed using Number Cruncher Statistical System. The data was re-scaled using the correspondence analysis tools to determine scaling factors to transform the original ordinal data into interval data. Initially, a gap analysis was conducted on the data between the importance and evidence of the key value drivers in track motorsport in South Africa. This was done by subjecting the data to a 5 percent significance level paired 'T' test, and determining mean and standard deviation figures for each key value driver. Following that, the data was tested for generic clusters using factor analysis. Finally, the importance of the key value drivers was tested against the range of demographic variables for a 5 percent significance level using two- sample 'T' tests. Although few respondents completed it, the qualitative data obtained from the open-ended question was used to test the generic clusters of value drivers.
5:2 CONCLUSION
The key value drivers were identified successfully, with confirmation of this result emerging in the factor analysis and the application of the respondent comments to the resulting generic value categories. The analysis of the raw data provided a quantitative insight into the current state of track motorsport in South Africa. Evidence of significant development needs is present. The three research propositions were successfully addressed and the results are concluded in point form. Key Value Drivers of Track Motorsport in South Africa 82
Twenty seven elements were identified as the key value drivers of track motorsport in South Africa. When subjected to factor analysis, these twenty seven key value drivers can be conflated into four generic value categories. They are listed below in order of the average of the means of the constituent key value drivers:
X Sporting Competitiveness (1) X Event Management (2) X Consumer Value (3) X Driver Publicity (4)
The public is looking for a public figure in the competitors, rather than just a fast racing driver. Together with this, the racing must be competitive, but hosted at well-planned, publicised and managed events. Key to these events is the formulas that are run at the race meetings. Finally, the potential spectator or consumer is looking for entertainment value through stimulation and social enjoyment at the right price.
The five most important key value drivers to the respondents ranked in decreasing order of importance were:
X Driver Speed (1) X Driver Skill (2)
X Equipment Handling (3) X Equipment Speed (4)
X Spectator View (5) Key Value Drivers of Track Motorsport in South Africa 83
All of the above achieved a rating between high and very high, confirming the public's requirement to be able to see fast, competitive racing.
The gap analysis between the importance and evidence of the key value drivers for track motorsport in South Africa yielded the top five development needs. They are listed below in decreasing order of the perceived gap.
X Public Awareness (1)
X Spectator View (2) X Venue Facilities (3) X Venue Accessibility (4) X Media Coverage (5)
Interestingly, there is no mention of a pure racing value driver in the top five. The results suggest that the greatest development needs lie in the issues involved in Event Management and Consumer Value. The public would like to know about the events and the results. Tracks are evidently not accessible enough to the public, and once at the events, the public requires good amenities and an excellent view of the racing action.
The only key value driver that does not reflect a significant difference is that of Demographic Representation.
When tested against the range of demographic variables, contrary to the research proposition, there were some significant differences. Although few in number, the seven significant differences are relevant. Key Value Drivers of Track Motorsport in South Africa 84
X Age: Those respondents under thirty years of age are apparently more globally aware requiring International Benchmarking. They are also more conscious of Demographic Representation and enjoy racing excitement through Track Overtaking Opportunities.
X Income Group: The lower income group consisting of earnings per annum of less than R 250 000 are more aware of the Demographic Representation in the track motorsport industry in South Africa.
X Qualification: The Drivers Public Profile and Venue Facilities were more important to those respondents who have university degrees than those who do not. X Frequency of Viewing: Demographic Representation in the industry is more important to those respondents who watch track motorsport less than once per week.
5:3 RECOMMENDATION
Due to a lack of funding and other resources, this research was conducted using a modern form of data collection that is not accessible to the majority of the South African population. For this reason, the sample is not demographically representative. Key Value Drivers of Track Motorsport in South Africa 85
In addition, the absence of any research of this nature in the past has resulted in this empirical data prompting further research into numerous aspects of the study.
The following recommendations are therefore proposed:
To obtain a demographically representative sample, the questionnaire used in this research would need to be completed by a larger sample, sourced from a variety of geographic areas throughout South Africa. This would provide greater insight into the views of the South African public with reference to the key value drivers of South African track motorsport.
The results of this research prompt one to develop a better understanding of why the developments that were established have not been, or are not being, addressed. It is these improvements that will enhance the appeal of track motorsport to the South African consumer and therefore improve the investment opportunity for industry in this sport.
There is a suggestion in the results that the current track motorsport formulas in South Africa are not configured suitably or interestingly enough. There is enormous scope for further investigation into the optimum format that a formula of track motorsport should assume if the key value drivers of the sport are clearly defined and understood.
If the support of the governing body of motorsport in South Africa, MSA, could be obtained, this study could rapidly be Key Value Drivers of Track Motorsport in South Africa 86
extended into an international study, enabling the state of South African track motorsport to be benchmarked against other countries quantitatively.
This relatively undiscovered field of research does present some fascinating research opportunities that could have a significant impact on the growth of this industry. Key Value Drivers of Track Motorsport in South Africa 87
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APPENDIX I: INTERVIEW SCHEDULE
Key Value Drivers of Track Motorsport in South Africa 92
Interviewer to start with: "Good day. Thank you for agreeing to give me some of your valuable time. Further to our previous discussions over the telephone, I am calling you to ask you some questions regarding the track motorsport industry in South Africa. As you are aware, I am an MComm student researching the key value drivers of track motorsport in South Africa, and would be grateful for any assistance you may offer. It is my intention to conduct this interview in the form of open-ended questions to highlight the themes that will be used to generate a questionnaire. This questionnaire will then be administered to members of the public of South Africa.
"It is anticipated that this interview will take about fifteen minutes of your time, and your contribution will ultimately benefit the business community and sporting enthusiasts. Your input would therefore be greatly appreciated. I would like to assure you that all answers will remain confidential, and are for research purposes only."
Researcher Use Only:
Name of Interviewee:
Organisation:
Copy of the research findings required: Yes ❑ No Cli
Address to which the findings can be posted: Key Value Drivers of Track Motorsport in South Africa 93
1. DEMOGRAPHIC BACKGROUND
Your Involvement in the Motorsport Industry: (Mark your involvement with a ✓)
Driver Manager ' Commentator
Manufacturer Sponsor Organiser
Team Owner Other
Your Age: (Mark your approximate age with a ✓
Under 25 years 26 - 30 years 31 - 35 years
36 - 40 years 41 - 45 years 46 - 50 years
51 - 55 years Over 56 years
Your Gender: (Indicate your gender with a ✓)
Male Female Key Value Drivers of Track Motorsport in South Africa 94
Your Experience in the Motorsport industry: (Indicate your experience with a ✓
0 - 5 years 5 - 10 10 - 20 years 20+ years years Key Value Drivers of Track Motorsport in South Africa 95
2. KEY VALUE DRIVERS & DEVELOPMENT NEEDS
For the purposes of this research, key value drivers are defined as 'those elements of track motor racing that create, or could create, the appeal of the sport to the general public'.
Do you wish to add anything to the above definition ?
What, in your opinion, are the key value drivers in track motorsport ?
Key Value Drivers of Track Motorsport in South Africa 96
(Probe for 10 value drivers)
Are there additional key value drivers which are specific to the South African context ?
(Can be omitted if already covered)
In your opinion, are there any significant gaps between the existing levels or evidence of the key value drivers in South Africa and the importance of the drivers to the sport ?
Can you identify the most important development needs for track motorsport currently required in South Africa for the sport to have a wider appeal to the general public ? Key Value Drivers of Track Motorsport in South Africa 97
(Encourage the interviewees to share ideas from their direct experience)
Q6. Is there anything else you wish to share about key value drivers ?
Interviewer then says:
"Thank you for your time. Should you think any of any other ideas pertaining to this discussion, please can you contact me at this telephone number" (Hand over business card with contact details) Key Value Drivers of Track Motorsport in South Africa 98
APPENDIX II: ELECTRONIC MAIL QUESTIONNAIRE Dear Sir / Madam
Re : Research into Key Value Drivers of•Track•Motoraport in South Africa.
The track metorsport inditStry in South Afilea is-about to experience some controversial changeadnitiativeS are tinderway•ta:CoMbine certain racing categories with the objective of producing more economical race meetingS ..There. has been little or no research conducted into the element§ of motorspertOiat attract :.the public-_:tnthiS sport. Changes such as those Mentioned above are often effected without• • a proper underitanding of the fundamentals o f the . . •• . • . We are.• conduct• ... indepen dentieSearchinto•dent the . . • •.:drivers of motorsport to tryland-understan which e lements.• of the .need • to be addressed iiiinake.theSportniore•Miliesiiiii*d attractive spectators. The sport:has 16St tilat.of stiPPOrt recently. from due.tO'sonie Changes made .bYthergeyerning. body of the sport in South Africa, MotorsPort South Africa(MSA): This research; which is . dot encioisedby IstsA;:*titilt tO .gairi.A11jettitf understanding of what some,of the problem areas are:andhoW•the:ppoil**:efitieforSOtitt .-.: calibeioppovactiVe.WoilldtherefOre:ippreeiate•YonriSSiStance in conducting ties survey.: which. should take no:longer than ten minutes
Please complete the attached Oceet4itestionriaire,-and return it by e-mail to gioYce(ibicoii.etiia - Giireth-JOyee research in partial frilfillment of a•Master:Of.Comtherce l3UsineSS:Matiagement degree at Rand Afrikaans University The validity of theiiSearcii. is dependent inithe:responSe rate , and:we thank you in ndVanCe for youi. participation.
If you should require any assistance:with regard to .thiS. questionnaire. please contact the:reSearcher - at ..(011 ) (W)iOr (011).609 73240-0: reminded that the:qUestiOnnaireiS -inionYmous, and:all information received wilt beltreated in. crinfidenee:
YourS sincerely
Gareth Joyce .Profess o r: • Kruger (Reieztreher): (Research 5UperVisor)
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Key Value Drivers of Track Motorsport in South Africa 99
APPENDIX III: STATISTICAL ANALYSIS
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER
IMPORTANCE & KEY VALUE DRIVER
1:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE
1:2 SORTED INTO RANK ORDER OF IMPORTANCE
1:3 SORTED INTO RANK ORDER OF EVIDENCE
1:4 SORTED INTO RANK ORDER OF DIFFERENCE OF MEANS
FACTOR LOADINGS AFTER VARIMAX ROTATION : 4
FACTORS
2:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE
2:2 SORTED INTO RANK ORDER OF FACTOR #1
2:3 SORTED INTO RANK ORDER OF FACTOR #2
2:4 SORTED INTO RANK ORDER OF FACTOR #3
2:5 SORTED INTO RANK ORDER OF FACTOR #4 Key Value Drivers of Track Motorsport in South Africa 100
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER
IMPORTANCE BY AGE
3:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE
3:2 SORTED INTO RANK ORDER OF PROBABILITY
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER
IMPORTANCE BY GENDER
4:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE
4:2 SORTED INTO RANK ORDER OF PROBABILITY
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER
IMPORTANCE BY INCOME GROUP
5:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE
5:2 SORTED INTO RANK ORDER OF PROBABILITY
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER
IMPORTANCE BY QUALIFIFCATION
6:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE
6:2 SORTED INTO RANK ORDER OF PROBABILITY Key Value Drivers of Track Motorsport in South Africa 101
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER
IMPORTANCE BY INFORMATION SOURCE
7:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE
7:2 SORTED INTO RANK ORDER OF PROBABILITY
TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER
IMPORTANCE BY FREQUENCY OF VIEWING
8:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE
8:2 SORTED INTO RANK ORDER OF PROBABILITY
QUALITATIVE DATA CONTENT ANALYSIS
DATA CORRESPONDENCE PLOT
RE-SCALED RAW DATA 1: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE & KEY VALUE DRIVER EVIDENCE
1:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE
# KEY VALUE DRIVER Importance Evidence Test Result
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x .a d fic re dar dar i a k Orde k e k hme n .o n ir thm n lco i it i ffe O i ig tan tan D Ra Pa S Ran Ra W Ar S Ar S - a: 1 DRIVER SKILL 4.60 0.61 2 3.49 0.84 2 ✓ Y 1.11 10 0.00 2 DRIVER SPEED 4.67 0.55 1 3.70 0.93 1 ✓ Y 0.97 17 0.00 3 DRIVER RACE CRAFT 4.31 0.75 9 3.30 1.05 9 ✓ Y 1.01 16 0.00 4 DRIVER AND TEAM COMMITMENT 4.39 0.75 7 3.30 1.00 9 ✓ Y 1.09 12 0.00 5 TEAM WORK 4.25 0.90 10 3.10 1.03 15 ✓ I' 1.15 6 0.00 6 DRIVER ACCESSIBILITY 3.44 1.08 25 2.60 1.13 23 ✓ Y 0.84 18 0.00 7 DRIVER PUBLIC PROFILE 3.67 1.12 23 2.53 1.03 24 ✓ Y 1.14 7 0.00 8 EQUIPMENT SPEED 4.48 0.65 4 3.47 0.90 4 ✓ Y 1.01 15 0.00 9 EQUIPMENT HANDLING 4.55 0.63 3 3.49 0.86 2 ✓ Y 1.06 13 0.00 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.11 0.93 14 3.29 0.93 11 ✓ Y 0.82 19 0.00 11 EQUIPMENT COMMERCIAL AVAILABILITY 3.11 1.28 26 2.76 1.14 21 ✓ Y 0.35 26 0.05 12 EQUIPMENT ACCESSIBILITY 3.46 1.10 24 2.36 1.03 27 ✓ Y 1.10 11 0.00 13 EQUIPMENT AESTHETICS 3.94 0.94 18 3.29 0.85 11 ✓ Y 0.65 24 0.00 14 TRACK STRAIGHT LINE SPEEDS 3.85 0.94 20 3.12 0.81 13 ✓ Y 0.73 22 0.00 15 TRACK CORNERING SPEED 4.01 0.80 17 3.32 0.68 8 ✓ Y 0.69 23 0.00 16 TRACK OVERTAKING OPPORTUNITIES 4.25 0.89 10 3.12 0.99 13 ✓ Y 1.13 8 0.00 17 SPECTATOR VIEW 4.47 0.83 5 2.91 0.86 18 ✓ Y 1.56 2 0.00 18 VENUE FACILITIES 4.34 0.85 8 2.99 1.01 16 ✓ Y 1.35 3 0.00 19 VENUE ACCESSIBILITY 4.11 0.89 14 2.78 0.89 20 ✓ Y 1.33 4 0.00 20 PUBLIC AWARENESS 4.06 1.01 16 2.40 0.97 26 ✓ Y 1.66 1 0.00 21 SOCIAL INTERACTION 3.74 0.88 22 2.99 1.01 16 ✓ Y 0.75 21 0.00
22 STIMULATION 4.45 0.72 6 3.43 0.90 6 ✓ Y 1.02 14 0.00 23 MEDIA COVERAGE 4.16 0.83 13 2.90 1.15 19 ✓ Y 1.26 5 0.00 24 DEMOGRAPHIC REPRESENTATION 2.61 1.17 27 2.41 0.90 25 ✓ N 0.20 27 0.11 25 SPONSOR INVOLVEMENT 4.24 0.85 12 3.45 0.87 5 ✓ Y 0.79 20 0.00 26 COST 3.80 0.90 21 3.36 0.94 7 0.44 25 0.01 27 INTERNATIONAL BENCHMARKING 3.86 1.04 19 2.74 1.03 22 ✓ Y 1.12 9 0.00 I: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE & KEY VALUE DRIVER EVIDENCE
1:2 SORTED INTO RANK ORDER OF IMPORTANCE
# KEY VALUE DRIVER Importance Evidence 1 Test Result
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2 DRIVER SPEED 4.67 0.55 1 3.70 0.93 1 ✓ Y 0.97 17 0.00 1 DRIVER SKILL 4.60 0.61 2 3.49 0.84 2 ✓ Y 1.11 10 0.00 9 EQUIPMENT HANDLING 4.55 0.63 3 3.49 0.86 2 ✓ Y 1.06 13 0.00 8 EQUIPMENT SPEED 4.48 0.65 4 3.47 0.90 4 ✓ Y 1.01 15 0.00
17 SPECTATOR VIEW 4.47 0.83 5 2.91 0.86 18 ✓ Y 1.56 2 0.00 22 STIMULATION 4.45 0.72 6 3.43 0.90 6 ✓ Y 1.02 14 0.00 4 DRIVER AND TEAM COMMITMENT 4.39 0.75 7 3.30 1.00 9 ✓ Y 1.09 12 0.00 18 VENUE FACILITIES 4.34 0.85 8 2.99 1.01 16 ✓ Y 1.35 3 0.00 3 DRIVER RACE CRAFT 4.31 0.75 9 3.30 1.05 9 ✓ Y 1.01 16 0.00 5 TEAM WORK 4.25 0.90 10 3.10 1.03 15 ✓ Y 1.15 6 0.00 16 TRACK OVERTAKING OPPORTUNITIES 4.25 0.89 10 3.12 0.99 13 ✓ T 1.13 8 0.00
25 SPONSOR INVOLVEMENT 4.24 0.85 12 3.45 0.87 5 ✓ Y 0.79 20 0.00 23 MEDIA COVERAGE 4.16 0.83 13 2.90 1.15 19 ✓ Y 1.26 5 0.00 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.11 0.93 14 3.29 0.93 11 ✓ 1' 0.82 19 0.00 19 VENUE ACCESSIBILITY 4.11 0.89 14 2.78 0.89 20 ✓ Y 1.33 4 0.00 20 PUBLIC AWARENESS 4.06 1.01 16 2.40 0.97 26 ✓ Y 1.66 1 0.00 15 TRACK CORNERING SPEED 4.01 0.80 17 3.32 0.68 8 ✓ Y 0.69 23 0.00 13 EQUIPMENT AESTHETICS 3.94 0.94 18 3.29 0.85 11 ✓ Y 0.65 24 0.00 27 INTERNATIONAL BENCHMARKING 3.86 1.04 19 2.74 1.03 22 ✓ Y 1.12 9 0.00
14 TRACK STRAIGHT LINE SPEEDS 3.85 0.94 20 3.12 0.81 13 ✓ Y 0.73 22 0.00 26 COST 3.80 0.90 21 3.36 0.94 7 ✓ -Y 0.44 25 0.01 ✓ 21 SOCIAL INTERACTION 3.74 0.88 22 2.99 1.01 16 -Y -0.75 21 0.00
7 DRIVER PUBUC PROFILE 3.67 1.12 23 2.53 1.03 24 ✓ Y 1.14 7 0.00 12 EQUIPMENT ACCESSIBILITY 3.46 1.10 24 2.36 1.03 27 If Y 1.10 11 0.00
6 DRIVER ACCESSIBILITY 3.44 1.08 25 2.60 1.13 23 ✓ Y 0.84 18 0.00 11 EQUIPMENT COMMERCIAL AVAILABILITY 3.11 1.28 26 2.76 1.14 21 ✓ Y 0.35 26 0.05 24 DEMOGRAPHIC REPRESENTATION 2.61 1.17 27 2.41 0.90 25 ✓ N 0.20 27 0.11 1: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE 8 KEY VALUE DRIVER EVIDENCE
7:3 SORTED INTO RANK ORDER OF EVIDENCE
# KEY VALUE DRIVER Importance Evidence Test Result
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De t D S Te ty ic der li d Dev tic d t ce r T - en bi Or en d da ifican k Order k Order k hme ba thme t i i ilcox ffer i ign tan tandar Ran Pro Ran Paire D Ran S S Ar S W Ar
2 DRIVER SPEED 4.67 0.55 1 3.70 0.93 1 ✓ Y 0.97 17 0.00 1 DRIVER SKILL 4.60 0.61 2 3.49 0.84 2 ✓ Y 1.11 10 0.00 9 EQUIPMENT HANDLING 4.55 0.63 3 3.49 0.86 2 ✓ Y 1.06 13 0.00 8 EQUIPMENT SPEED 4.48 0.65 4 3.47 0.90 4 ✓ Y 1.01 15 0.00 25 SPONSOR INVOLVEMENT 4.24 0.85 12 3.45 0.87 5 ✓ Y 0.79 20 0.00 22 STIMULATION 4.45 0.72 6 3.43 0.90 6 ✓ Y 1.02 14 0.00 26 COST 3.80 0.90 21 3.36 0.94 7 ✓ Y 0.44 25 0.01 15 TRACK CORNERING SPEED 4.01 0.80 17 3.32 0.68 8 ✓ Y 0.69 23 0.00. 3 DRIVER RACE CRAFT 4.31 0.75 9 3.30 1.05 9 ✓ Y 1.01 16 0.00 4 DRIVER AND TEAM COMMITMENT 4.39 0.75 7 3.30 1.00 9 ✓ Y 1.09 12 0.00 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.11 0.93 14 3.29 0.93 11 ✓ V 0.82 19 0.00 13 EQUIPMENT AESTHETICS 3.94 0.94 18 3.29 0.85 11 ✓ Y 0.65 24 0.00 14 TRACK STRAIGHT LINE SPEEDS 3.85 0.94 20 3.12 0.81 13 ✓ Y 0.73 22 0.00 16 TRACK OVERTAKING OPPORTUNITIES 4.25 0.89 10 3.12 0.99 13 ✓ Y 1.13 8 0.00 5 TEAM WORK 4.25 0.90 10 3.10 1.03 15 ✓ Y 1.15 6 0.00 18 VENUE FACILITIES 4.34 0.85 8 2.99 1.01 16 ✓ Y 1.35 3 0.00 21 SOCIAL INTERACTION 3.74 0.88 22 2.99 1.01 16 ✓ Y 0.75 21 0.00 17 SPECTATOR VIEW 4.47 0.83 5 2.91 0.86 18 ✓ Y 1.56 2 0.00 23 MEDIA COVERAGE 4.16 0.83 13 2.90 1.15 19 ✓ Y 1.26 5 0.00 19 VENUE ACCESSIBILITY -4.11 0.89 1-4 2.78 0.89 20 ✓ Y 1.33 -4 0.00 11 EQUIPMENT COMMERCIAL AVAILABILITY 3.11 1.28 26 2.76 1.14 21 V Y 0.35 26 0.05 27 INTERNATIONAL BENCHMARKING 3.86 1.04 19 2.74 1.03 22 ✓ Y 1.12 9 0.00
6 DRIVER ACCESSIBILITY 3.44 1.08 25 2.60 1.13 23 ✓ T 0.84 18 -0.00 7 DRIVER PUBLIC PROFILE 3.67 1.12 23 2.53 1.03 24 V Y 1.14 7 0.00. 24 DEMOGRAPHIC REPRESENTATION 2.61 1.17 27 2.41 0.90 25 ✓ N 0.20 27 0.11 20 PUBLIC AWARENESS 4.06 1.01 16 2.40 0.97 26 ✓ Y 1.66 1 0.00 12 EQUIPMENT ACCESSIBILITY 3.46 1.10 24 2.36 1.03 27 ✓ Y 1.10 11 0.00 1: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE & KEY VALUE DRIVER EVIDENCE
1:4 SORTED INTO RANK ORDER OF DIFFERENCE OF MEANS
# KEY VALUE DRIVER Importance Evidence Test Result
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Tes ty ic de der der li d t tic d an bi ar Or Or Or ence d T - fic r i dar d k hme ba hk fe nk lcoxen it ithme o i an tan Ra Pr dif Ran Paire Sign Ra W Ar St S Ar
20 PUBLIC AWARENESS 4.06 1.01 16 2.40 0.97 26 ✓ Y 1.66 1 0.00 17 SPECTATOR VIEW 4.47 0.83 5 2.91 0.86 18 ✓ Y 1.56 2 0.00 18 VENUE FACILITIES 4.34 0.85 8 2.99 1.01 16 ✓ Y 1.35 3 0.00 19 VENUE ACCESSIBILITY 4.11 0.89 14 2.78 0.89 20 ✓ Y 1.33 -4 0.00 23 MEDIA COVERAGE 4.16 0.83 13 2.90 1.15 19 ✓ Y 1.26 5 0.00 5 TEAM WORK 4.25 0.90 10 3.10 1.03 15 ✓ Y 1:15 6 0.00 7 DRIVER PUBLIC PROFILE 3.67 1.12 23 2.53 1.03 24 ✓ Y 1.14 7 0.00 16 TRACK OVERTAKING OPPORTUNITIES 4.25 0.89 10 3.12 0.99 13 ✓ Y 1.13 8 0.00 27 INTERNATIONAL BENCHMARKING 3.86 1.04 19 2.74 1.03 22 ✓ Y 1.12 9 0.00 1 DRIVER SKILL 4.60 0.61 2 3.49 0.84 2 ✓ Y 1.11 10 0.00 12 EQUIPMENT ACCESSIBILITY 3.46 1.10 24 2.36 1.03 27 ✓ Y 1.10 11 0.00 4 DRIVER AND TEAM COMMITMENT 4.39 0.75 7 3.30 1.00 9 ✓ 'Y 1.09 12 0.00 9 EQUIPMENT HANDLING 4.55 0.63 3 3.49 0.86 2 ✓ "Y 1.06 13 0.00 22 STIMULATION 4.45 0.72 6 3.43 0.90 6 ✓ Y 1.02 14 0.00 ✓ 8 EQUIPMENT SPEED 4.48 0.65 4 3.47 0.90 4 - Y 1.01 15 0.00 3 DRIVER RACE CRAFT 4.31 0.75 9 3.30 1.05 9 ✓ I' 1.01 16 .0.00 2 DRIVER SPEED 4.67 0.55 1 3.70 0.93 1 ✓ Y 0.97 17 0.00 6 DRIVER ACCESSIBILITY 3.44 1.08 25 2:60 1.13 23 ✓ -Y 0:84 18 0.00 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.11 0.93 14 3.29 0.93 11 ✓ `I .0.82 19 0.00 25 SPONSOR INVOLVEMENT -4.24 0.85 12 3A5 0.87 5 ✓ Y 0.79 -20 0.00 - 21 SOCIAL INTERACTION 3.74 0.88 22 2:99 1-.01 16 ✓ -Y 0.75 21 0.00 ✓ 14 TRACK STRAIGHT LINE SPEEDS - 3.85 0.94 3.12 0.81 13 - Y '0.73 22 0.00 15 TRACK CORNERING SPEED 4.01 0.80 17 3.32 0.68 8 ✓ 0.69 23 0.00 13 EQUIPMENT AESTHETICS 3.94 0.94 18 3.29 0.85 11 ✓ Y 0.65 24 0.00 26 COST 3.80 0.90 21 3.36 0.94 7 ✓ Y 0.44 25 0.01 11 EQUIPMENT COMMERCIAL AVAILABILITY 3.11 1.28 26 2.76 1.14 21 ✓ Y 0.35 26 0.05 24 DEMOGRAPHIC REPRESENTATION 2.61 1.17 27 2.41 0.90 25 ✓ N 0.20 27 0.11 2: FACTOR LOADINGS AFTER VARIMAX ROTATION : 4 FACTORS
2: 1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE # KEY VALUE DRIVER Factor 1 Factor 2 Factor 3 Factor 4 1 DRIVER SKILL -0.167644 -0.115385 -0.050204 -0.381829 2 DRIVER SPEED -0.477110 -0.173940 0.104840 0.057280 3 DRIVER RACE CRAFT 0.049201 -0.678582 -0.015722 0.033666 4 DRIVER AND TEAM COMMITMENT -0.045188 -0.535288 -0.462306 -0.096033 5 TEAM WORK 0.034260 -0.437875 -0.221978 -0.054835 6 DRIVER ACCESSIBILITY -0.171940 -0.193179 -0.216786 -0.417482 7 DRIVER PUBLIC PROFILE -0.146940 -0.101141 -0.093759 -0.626039 8 EQUIPMENT SPEED -0.191128 -0.458769 0.030337 -0.068568 9 EQUIPMENT HANDLING -0.111357 -0.624278 0.039696 0.065103 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 0.154344 -0.217377 -0.618889 -0.158279 11 EQUIPMENT COMMERCIAL AVAILABILITY -0.221311 -0.144444 -0.306734 -0.270187 12 EQUIPMENT ACCESSIBILITY -0.300453 -0.353846 -0.302657 -0.207478 13 EQUIPMENT AESTHETICS -0.266911 -0.392023 -0.321068 -0.190381 14 TRACK STRAIGHT LINE SPEEDS -0.389285 -0.011283 -0.092853 -0.390485 15 TRACK CORNERING SPEED -0.624016 -0.069814 -0.195451 -0.225805 16 TRACK OVERTAKING OPPORTUNITIES -0.635134 -0.031570 -0.084687 -0.299946 17 SPECTATOR VIEW -0.655413 -0.058190 -0.286215 -0.179642 18 VENUE FACILITIES -0.113577 -0.006493 -0.727147 -0.121195 19 VENUE ACCESSIBILITY -0.559810 -0.215882 -0.444758 -0.186868 20 PUBLIC AWARENESS -0.722794 0.146570 -0.409025 -0.097972 21 SOCIAL INTERACTION -0.267268 -0.019393 -0.521393 0.036864 22 STIMULATION -0.585864 -0.201024 -0.296420 -0.074885 23 MEDIA COVERAGE -0.660988 -0.145659 0.052833 0.019948 24 DEMOGRAPHIC REPRESENTATION -0.048525 -0.087294 -0.232851 -0.061588 25 SPONSOR INVOLVEMENT -0.423490 -0.233300 -0.389232 0.219860 26 COST -0.224356 0.065199 -0.521160 0.083273 27 INTERNATIONAL BENCHMARKING -0.607037 -0.083591 -0.180751 0.255358 2: FACTOR LOADINGS AFTER VARIMAX ROTATION : 4 FACTORS
2:2 SORTED INTO RANK ORDER OF FACTOR #1 # KEY VALUE DRIVER Factor 1 Factor 2 Factor 3 Factor 4 20 PUBLIC AWARENESS -0.722794 0.146570 -0.409025 -0.097972 23 MEDIA COVERAGE -0.660988 -0.145659 0.052833 0.019948 17 SPECTATOR VIEW -0.655413 -0.058190 -0.286215 -0.179642 16 TRACK OVERTAKING OPPORTUNITIES -0.635134 -0.031570 -0.084687 -0.299946 15 TRACK CORNERING SPEED -0.624016 -0.069814 -0.195451 -0.225805 27 INTERNATIONAL BENCHMARKING -0.607037 .0.083591 -0.180751 0.255358 22 STIMULATION -0.585864 -0.201024 -0.296420 -0.074885 19 VENUE ACCESSIBILITY -0.559810 -0.215882 -0.444758 -0.186868 2 DRIVER SPEED -0.477110 -0.173940 0.104840 0.057280 25 SPONSOR INVOLVEMENT -0.423490 -0.233300 -0.389232 0.219860 14 TRACK STRAIGHT LINE SPEEDS -0.389285 -0.011283 -0.092853 -0.390485 12 EQUIPMENT ACCESSIBILITY -0.300453 -0.353846 -0.302657 -0.207478 21 SOCIAL INTERACTION -0.267268 -0.019393 -0.521393 0.036864 13 EQUIPMENT AESTHETICS -0.266911 -0.392023 -0.321068 -0.190381 26 COST -0.224356 0.065199 -0.521160 0.083273 11 EQUIPMENT COMMERCIAL AVAILABILITY -0.221311 -0.144444 -0.306734 -0.270187 8 EQUIPMENT SPEED -0.191128 -0.458769 0.030337 -0.068568 6 DRIVER ACCESSIBILITY -0.171940 -0.193179 -0.216786 -0.417482 1 DRIVER SKILL -0.167644 -0.115385 -0.050204 -0.381829 7 DRIVER PUBLIC PROFILE -0.146940 -0.101141 -0.093759 -0.626039 18 VENUE FACILITIES -0.113577 -0.006493 -0.727147 -0.121195 9 EQUIPMENT HANDLING -0.111357 -0.624278 0.039696 0.065103 24 DEMOGRAPHIC REPRESENTATION -0.048525 -0.087294 -0.232851 -0.061588 4 DRIVER AND TEAM COMMITMENT -0.045188 -0.535288 -0.462306 -0.096033 5 TEAM WORK 0.034260 -0.437875 -0.221978 -0.054835 3 DRIVER RACE CRAFT 0.049201 -0.678582 -0.015722 0.033666 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 0.154344 -0.217377 -0.618889 -0.158279 2: FACTOR LOADINGS AFTER VARIMAX ROTATION : 4 FACTORS
2:3 SORTED INTO RANK ORDER OF FACTOR *2 # KEY VALUE DRIVER Factor 1 Factor 2 Factor 3 Factor 4 3 DRIVER RACE CRAFT 0.049201 -0.678582 -0.015722 0.033666 9 EQUIPMENT HANDLING -0.111357 -0.624278 0.039696 0.065103 4 DRIVER AND TEAM COMMITMENT -0.045188 -0.535288 -0.4462306 -0.096033 8 EQUIPMENT SPEED -0.191128 -0.458769 0.030337 -0.068568 5 TEAM WORK 0.034260 -0.437875 -0.221978 -0.054835 13 EQUIPMENT AESTHETICS -0.266911 -0.392023 -0.321068 -0.190381 12 EQUIPMENT ACCESSIBILITY -0.300453 -0.353846 -0.302657 -0.207478 25 SPONSOR INVOLVEMENT -0.423490 -0.233300 -0.389232 0.219860 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 0.154344 -0.217377 -0.618889 -0.158279 19 VENUE ACCESSIBILITY -0.559810 -0.215882 -0.444758 -0.186868 22 STIMULATION -0.585864 -0.201024 -0.296420 -0.074885 6 DRIVER ACCESSIBILITY -0.171940 -0.193179 -0.216786 -0.417482 2 DRIVER SPEED -0.477110 -0.173940 0.104840 0.057280 23 MEDIA COVERAGE -0.660988 -0.145659 0.052833 0.019948 11 EQUIPMENT COMMERCIAL AVAILABILITY -0.221311 -0.144444 -0.306734 -0.270187 1 DRIVER SKILL -0.167644 -0.115385 -0.050204 -0.381829 7 DRIVER PUBLIC PROFILE -0.146940 -0.101141 -0.093759 -0.626039 24 DEMOGRAPHIC REPRESENTATION -0.048525 -0.087294 -0.232851 -0.061588 27 INTERNATIONAL BENCHMARKING -0.607037 -0.083591 -0.180751 0.255358 15 TRACK CORNERING SPEED -0.624016 -0.069814 -0.195451 -0.225805 17 SPECTATOR VIEW -0.655413 -0.058190 -0.286215 -0.179642 16 TRACK OVERTAKING OPPORTUNITIES -0.635134 -0.031570 -0.084687 -0.299946 21 SOCIAL INTERACTION -0.267268 -0.019393 -0.521393 0.036864 14 TRACK STRAIGHT LINE SPEEDS -0.389285 -0.011283 -0.092853 -0.390485 18 VENUE FACILITIES -0.113577 -0.006493 -0.727147 -0.121195 26 COST -0.224356 0.065199 -0.521160 0.083273 20 PUBLIC AWARENESS -0.722794 0.146570 -0.409025 -0.097972 2: FACTOR LOADINGS AFTER VARIMAX ROTATION : 4 FACTORS
2:4 SORTED INTO RANK ORDER OF FACTOR *3 # KEY VALUE DRIVER Factor 1 Factor 2 Factor 3 Factor 4 18 VENUE FACILITIES -0.113577 -0.006493 -0.727147 -0.121195 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 0.154344 -0.217377 -0.618889 -0.158279 21 SOCIAL INTERACTION -0.267268 -0.019393 -0.521393 0.036864 26 COST -0.224356 0.065199 -0.521160 0.083273 4 DRIVER AND TEAM COMMITMENT -0.045188 -0.535288 -0.462306 -0.096033 19 VENUE ACCESSIBILITY -0.559810 -.0.215882 -0.444758 -0.186868 20 PUBLIC AWARENESS -0.722794 0.146570 -0.409025 -0.097972 25 SPONSOR INVOLVEMENT -0.423490 -0.233300 -0.389232 0.219860 13 EQUIPMENT AESTHETICS -0.266911 -0.392023 -0.321068 -0.190381 11 EQUIPMENT COMMERCIAL AVAILABILITY -0.221311 -0.144444 -0.306734 -0.270187 12 EQUIPMENT ACCESSIBILITY -0.300453 -0.353846 -0.302657 -0.207478 22 STIMULATION -0.585864 -0.201024 -0.296420 -0.074885 17 SPECTATOR VIEW -0.655413 -0.058190 -0.286215 -0.179642 24 DEMOGRAPHIC REPRESENTATION -0.048525 -0.087294 -0.2328.51 -0.061588 5 TEAM WORK 0.034260 -0.437875 -0.221978 -0.054835 6 DRIVER ACCESSIBILITY -0.171940 -0.193179 -0.216786 -0.417482 15 TRACK CORNERING SPEED -0.624016 -0.069814 -0.195451 -0.225805 27 INTERNATIONAL BENCHMARKING -0.607037 -0.083591 -0.180751 0.255358 7 DRIVER PUBLIC PROFILE -0.146940 -0.101141 -0.093759 -0.626039 14 TRACK STRAIGHT LINE SPEEDS -0.389285 -0.011283 -0.092853 -0.390485 16 TRACK OVERTAKING OPPORTUNITIES -0.635134 -0.031570 -0.084687 -0.299946 1 DRIVER SKILL -0.167644 -0.115385 -0.050204 -0.381829 3 DRIVER RACE CRAFT 0.049201 -0.678582 -0.015722 0.033666 8 EQUIPMENT SPEED -0.191128 -0.458769 0.030337 -0.068568 9 EQUIPMENT HANDLING -0.111357 -0.624278 0.039696 0.065103 23 MEDIA COVERAGE -0.660988 -0.145659 0.052833 0.019948 2 DRIVER SPEED -0.477110 -0.173940 0.104840 0.057280 2: FACTOR LOADINGS AFTER VARIMAX ROTATION : 4 FACTORS
2:5 SORTED INTO RANK ORDER OF FACTOR #4 # KEY VALUE DRIVER Factor 1 Factor 2 Factor 3 Factor 4 7 DRIVER PUBLIC PROFILE -0.146940 -0.101141 -0.093759 -0.626039 6 DRIVER ACCESSIBILITY -0.171940 -0.193179 -0.216786 -0.417482 14 TRACK STRAIGHT LINE SPEEDS -0.389285 -0.011283 -0.092853 -0.390485 1 DRIVER SKILL -0.167644 -0.115385 -0.050204 -0.381829 16 TRACK OVERTAKING OPPORTUNITIES -0.635134 -0.031570 -0.084687 -0.299946 11 EQUIPMENT COMMERCIAL AVAILABILITY -0.221311 -0.144444 -0.306734 -0.270187 15 TRACK CORNERING SPEED -0.624016 -0.069814 -0.195451 -0.225805 12 EQUIPMENT ACCESSIBILITY -0.300453 -0.353846 -0.302657 -0.207478 13 EQUIPMENT AESTHETICS -0.266911 -0.392023 -0.321068 -0.190381 19 VENUE ACCESSIBILITY -0.559810 -0.215882 -0.444758 -0.186868 17 SPECTATOR VIEW -0.655413 -0.058190 -0.286215 -0.179642 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 0.154344 -0.217377 -0.618889 -0.158279 18 VENUE FACILITIES -0.113577 -0.006493 -0.727147 -0.121195 20 PUBLIC AWARENESS -0.722794 0.146570 -0.409025 -0.097972 4 DRIVER AND TEAM COMMITMENT -0.045188 -0.535288 -0.462306 -0.096033 22 STIMULATION -0.585864 -0.201024 -0.296420 -0.074885 8 EQUIPMENT SPEED -0.191128 -0.458769 0.030337 -0.068568 24 DEMOGRAPHIC REPRESENTATION -0.048525 -0.087294 -0.232851 -0.061588 5 TEAM WORK 0.034260 -0.437875 -0.221978 -0.054835 23 MEDIA COVERAGE -0.660988 -0.145659 0.052833 0.019948 3 DRIVER RACE CRAFT 0.049201 -0.678582 -0.015722 0.033666 21 SOCIAL INTERACTION -0.267268 -0.019393 -0.521393 0.036864 2 DRIVER SPEED -0.477110 -0.173940 0.104840 0.057280 9 EQUIPMENT HANDLING -0.111357 -0.624278 0.039696 0.065103 26 COST -0.224356 0.065199 -0.521160 0.083273 25 SPONSOR INVOLVEMENT -0.423490 -0.233300 -0.389232 0.219860 27 INTERNATIONAL BENCHMARKING -0.607037 -0.083591 -0.180751 0.255358 3: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY AGE
3: 1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE # KEY VALUE DRIVER < 30 Years > 30 Years Test Result
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1 DRIVER SKILL 4.45 0.73 4.74 0.45 1 N -0.29 21 0.73 2 DRIVER SPEED 4.72 0.53 4.61 0.56 1 N 0.11 7 0.21 3 DRIVER RACE CRAFT 4.14 0.77 4.47 0.71 / N -0.33 27 0.96 4 DRIVER AND TEAM COMMITMENT 4.38 0.76 4.40 0.75 1 N -0.02 - 18 0.55 5 TEAM WORK 4.17 0.96 4.31 0.85 1 N -0.14 21 0.73 6 DRIVER ACCESSIBILITY 3.63 1.04 3.28 1.11 1 N 0.35 5 0.10 7 DRIVER PUBLIC PROFILE 3.72 1.19 3.65 1.07 1 N 0.07 12 0.36 8 EQUIPMENT SPEED 4.51 0.58 4.46 0.72 1 N 0.05 14 0.40 9 EQUIPMENT HANDLING 4.50 0.70 4.58 0.57 1 N -0.08 20 0.62 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 3.99 1.07 4.21 0.76 1 N -0.22 25 0.83 11 EQUIPMENT COMMERCIAL AVAILABILITY 2.95 1.26 3.25 1.29 1 N -0.30 24 0.81 12 EQUIPMENT ACCESSIBILITY 3.34 1.11 3.56 1.10 1 N -0.22 23 0.77 13 EQUIPMENT AESTHETICS 3.90 0.85 3.97 1.03 1 N -0.07 19 0.61 14 TRACK STRAIGHT LINE SPEEDS 3.97 0.89 3.75 0.98 1 N 0.22 6 0.18 15 TRACK CORNERING SPEED 4.03 0.90 3.99 0.71 1 N 0.04 15 0.42 16 TRACK OVERTAKING OPPORTUNITIES 4.54 0.74 3.99 0.95 i Y 0.55 1 0.00 17 SPECTATOR VIEW 4.48 0.94 4.46 0.73 1 N 0.02 9 0.25 18 VENUE FACILITIES 4.38 0.85 4.31 0.85 1 N 0.07 13 0.37 19 VENUE ACCESSIBILITY 4.21 0.80 4.02 0.96 1 N 0.19 10 0.28 20 PUBLIC AWARENESS 4.17 0.93 3.96 1.09 1 N 0.21 8 0.24 21 SOCIAL INTERACTION 3.89 0.80 3.60 0.94 1 N 0.29 4 0.09 22 STIMULATION 4.48 0.79 4.43 0.67 1 N 0.05 11 0.29 23 MEDIA COVERAGE 4.17 0.88 4.14 0.80 1 N 0.03 17 0.46 24 DEMOGRAPHIC REPRESENTATION 2.99 1.25 2.27 0.99 ✓ Y 0.72 2 0.01 25 SPONSOR INVOLVEMENT 4.09 0.98 4.37 0.70 N -0.28 26 0.90 26 COST 3.83 0.96 3.78 0.86 1 N 0.05 15 0.42 27 INTERNATIONAL BENCHMARKING 4.13 0.99 3.63 1.03 1 Y 0.50 3 0.02 3: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY AGE
3:2 SORTED INTO RANK ORDER OF PROBABILITY
KEY VALUE DRIVER < 30 Years > 30 Years Test Result
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16 TRACK OVERTAKING OPPORTUNITIES 4.54 0.74 3.99 0.95 ✓ Y 0.55 1 0.00 24 DEMOGRAPHIC REPRESENTATION 2.99 1.25 2.27 0.99 / Y 0.72 2 0.01 27 INTERNATIONAL BENCHMARKING 4.13 0.99 3.63 1.03 ✓ Y 0.50 3 0.02 21 SOCIAL INTERACTION 3.89 0.80 3.60 0.94 1 N 0.29 4 0.09 6 DRIVER ACCESSIBILITY 3.63 1.04 3.28 1.11 1 N 0.35 5 0.10 14 TRACK STRAIGHT LINE SPEEDS 3.97 0.89 3.75 0.98 1 N 0.22 6 0.18 2 DRIVER SPEED 4.72 0.53 4.61 0.56 1 N 0.11 7 0.21 20 PUBLIC AWARENESS 4.17 0.93 3.96 1.09 1 N 0.21 8 0.24 17 SPECTATOR VIEW 4.48 0.94 4.46 0.73 / N 0.02 9 0.25
19 VENUE ACCESSIBILITY 4.21 0.80 4.02 0.96 , N 0.19 10 0.28 22 STIMULATION 4.48 0.79 4.43 0.67 V N 0.05 11 0.29 7 DRIVER PUBLIC PROFILE 3.72 1.19 3.65 1.07 V N 0.07 12 0.36 18 VENUE FACILITIES 4.38 0.85 4.31 0.85 V N 0.07 13 0.37 8 EQUIPMENT SPEED 4.51 0.58 4.46 0.72 1 N 0.05 14 0.40 15 TRACK CORNERING SPEED 4.03 0.90 3.99 0.71 V N 0.04 15 0.42 26 COST 3.83 0.96 3.78 0.86 1 N 0.05 15 0.42 23 MEDIA COVERAGE 4.17 0.88 4.14 0.80 V N 0.03 17 0.46 4 DRIVER AND TEAM COMMITMENT 4.38 0.76 4.40 0.75 1 N -0.02 18 0.55 13 EQUIPMENT AESTHETICS 3.90 0.85 3.97 1.03 V N -0.07 19 0.61 9 EQUIPMENT HANDLING 4.50 0.70 4.58 0.57 1 N -0.08 20 0.62 1 DRIVER SKILL 4.45 0.73 4.74 0.45 I N -0.29 21 0.73 5 TEAM WORK 4.17 0.96 4.31 0.85 / N -0.14 21 0.73 12 EQUIPMENT ACCESSIBILITY 3.34 1.11 3.56 1.10 V N -0.22 23 0.77 11 EQUIPMENT COMMERCIAL AVAILABILITY 2.95 1.26 3.25 1.29 V N -0.30 24 0.81 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 3.99 1.07 4.21 0.76 1 N -0.22 25 0.83 25 SPONSOR INVOLVEMENT 4.09 0.98 4.37 0.70 1 N -0.28 26 0.90 3 DRIVER RACE CRAFT 4.14 0.77 4.47 0.71 / N -0.33 27 0.96 4: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY GENDER
4:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE KEY VALUE DRIVER Male Female Test Result
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1 DRIVER SKILL 4.54 0.63 4.76 0.56 1 N -0.22 25 0.93 2 DRIVER SPEED 4.68 0.56 4.64 0.51 1 N 0.04 3 0.32 3 DRIVER RACE CRAFT 4.32 0.76 4.29 0.76 1 N 0.03 6 0.45 4 DRIVER AND TEAM COMMITMENT 4.32 0.76 4.59 0.70 1 N -0.27 22 0.91 5 TEAM WORK 4.20 0.90 4.36 0.92 1 N -0.16 10 0.72 6 DRIVER ACCESSIBILITY 3.46 1.11 3.41 1.06 1 N 0.05 5 0.44 7 DRIVER PUBLIC PROFILE 3.57 1.08 3.92 1.20 1 N -0.35 19 0.86 8 EQUIPMENT SPEED 4.42 0.63 4.64 0.70 1 N -0.22 20 0.88 9 EQUIPMENT HANDLING 4.49 0.68 4.70 0.49 1 N -0.21 17 0.85 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.04 0.96 4.28 0.86 1 N -0.24 15 0.81 11 EQUIPMENT COMMERCIAL AVAILABILITY 3.19 1.30 2.88 1.22 ✓ N 0.31 1 0.20 12 EQUIPMENT ACCESSIBILITY 3.34 1.12 3.77 1.03 1 N -0.43 22 0.91 13 EQUIPMENT AESTHETICS 3.91 0.95 4.00 0.93 1 N -0.09 8 0.63 14 TRACK STRAIGHT LINE SPEEDS 3.80 0.99 4.00 0.77 1 N -0.20 12 0.77 15 TRACK CORNERING SPEED 4.06 0.81 3.87 0.77 1 N 0.19 2 0.21 16 TRACK OVERTAKING OPPORTUNITIES 4.27 0.92 4.22 0.84 1 N 0.05 4 0.36 17 SPECTATOR VIEW 4.47 0.82 4.46 0.88 1 N 0.01 7 0.55 18 VENUE FACILITIES 4.23 0.87 4.64 0.70 1 N -0.41 27 0.95 19 VENUE ACCESSIBILITY 4.04 0.93 4.29 0.76 1 N -0.25 16 0.84 20 PUBLIC AWARENESS 3.97 1.11 4.28 0.68 1 N -0.31 22 0.91 21 SOCIAL INTERACTION 3.71 0.87 3.81 0.95 1 N -0.10 9 0.66 22 STIMULATION 4.40 0.76 4.58 0.62 1 N -0.18 14 0.79 23 MEDIA COVERAGE 4.11 0.83 4.29 0.92 / N -0.18 12 0.77 24 DEMOGRAPHIC REPRESENTATION 2.51 1.09 2.87 1.36 1 N -0.36 17 0.85 25 SPONSOR INVOLVEMENT 4.15 0.91 4.45 0.63 1 N -0.30 21 0.90 26 COST 3.69 0.90 4.10 0.86 1 N -0.41 26 0.94 27 INTERNATIONAL BENCHMARIUNG 3.82 1.05 3.99 1.00 1 N -0.17 10 0.72 4: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY GENDER
4:2 SORTED INTO RANK ORDER OF PROBABILITY
# KEY VALUE DRIVER Male Female Test Result
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11 EQUIPMENT COMMERCIAL AVAILABILITY 3.19 1.30 2.88 1.22 ✓ N 0.31 1 0.20 15 TRACK CORNERING SPEED 4.06 0.81 3.87 0.77 1 N 0.19 2 0.21 2 DRIVER SPEED 4.68 0.56 4.64 0.51 ✓ N 0.04 3 0.32 16 TRACK OVERTAKING OPPORTUNITIES 4.27 0.92 4.22 0.84 1 N 0.05 4 0.36 6 DRIVER ACCESSIBILITY 3.46 1.11 3.41 1.06 1 N 0.05 5 0.44 3 DRIVER RACE CRAFT 4.32 0.76 4.29 0.76 1 N 0.03 6 0.45 17 SPECTATOR VIEW 4.47 0.82 4.46 0.88 1 N 0.01 7 0.55 13 EQUIPMENT AESTHETICS 3.91 0.95 4.00 0.93 1 N -0.09 8 :0.63 21 SOCIAL INTERACTION 3.71 0.87 3.81 0.95 1 N -0.10 -9 0.66 5 TEAM WORK 4.20 0.90 4.36 0.92 1 N -0.16 10 0.72 27 INTERNATIONAL BENCHMARKING 3.82 1.05 3.99 1.00 1 N -0.17 10 0.72 14 TRACK STRAIGHT LINE SPEEDS 3.80 0.99 4.00 0.77 1 N -0.20 12 0.77 23 MEDIA COVERAGE 4.11 0.83 4.29 0.92 1 N -0.18 12 0.77 22 STIMULATION 4.40 0.76 4.58 0.62 1 N -0.18 14 0.79 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.04 0.96 4.28 0.86 1 -N -0.24 15 0.81 19 VENUE ACCESSIBILITY 4.04 0.93 4.29 0.76 1 N -0.25 16 =0.84 9 EQUIPMENT HANDLING 4.49 0.68 4.70 0.49 1 N -0.21 17 0.85 24 DEMOGRAPHIC REPRESENTATION 2.51 1.09 2.87 1.36 1 N -0.36 17 0.85 7 DRIVER PUBLIC PROFILE 3.57 1.08 3.92 1.20 1 N -0.35 19 0.86 8 EQUIPMENT SPEED 4.42 0.63 4.64 0.70 1 N -0.22 20 -0.88 25 SPONSOR INVOLVEMENT 4.15 0.91 4.45 0.63 1 N -0.30 21 0.90
4 DRIVER AND TEAM COMMITMENT 4.32 0.76- 4.59 0.70 • N -0.27 22 -0.91 12 EQUIPMENT ACCESSIBILITY 3.34 1.12 3.77 1.03 1 N -0.43 22 0.91 20 PUBLIC AWARENESS 3.97 1.11 4.28 0.68 1 N -0.31 22 0.91 1 DRIVER SKILL 4.54 0.63 4.76 0.56 1 N -0.22 25 0.93 26 COST 3.69 0.90 4.10 0.86 1 N -0.41 26 0.94 18 VENUE FACILITIES 4.23 0.87 4.64 0.70 1 N -0.41 27 0.95 5: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY INCOME GROUP
5:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE KEY VALUE DRIVER < R 250 K > R250 K Test Result
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1 DRIVER SKILL 4.49 0.62 4.74 0.59 J N -0.25 26 0.97 2 DRIVER SPEED 4.67 0.54 4.66 0.56 1 N 0.01 18 0.49 3 DRIVER RACE CRAFT 4.35 0.73 4.26 0.80 1 N 0.09 13 0.33 4 DRIVER AND TEAM COMMITMENT 4.47 0.74 4.29 4.76 1 N 0.18 7 0.18 5 TEAM WORK 4.23 0.98 4.26 0.80 1 N -0.03 19 0.55 6 DRIVER ACCESSIBILITY 3.59 0.88 3.26 1.29 1 N 0.33 4 0.14 7 DRIVER PUBLIC PROFILE 3.85 1.07 3.44 1.15 1 N 0.41 2 0.08 8 EQUIPMENT SPEED 4.52 0.62 4.44 0.69 V N 0.08 11 0.32 9 EQUIPMENT HANDLING 4.58 0.67 4.51 0.59 1 N 0.07 8 0.24 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.15 0.95 4.07 0.52 1 II 0.08 14 0.37 11 EQUIPMENT COMMERCIAL AVAILABILITY 2.91 1.38 3.36 1.11 V N -0.45 25 0.92 12 EQUIPMENT ACCESSIBILITY 3.41 1.07 3.51 1.15 V N -0.10 21 0.64 13 EQUIPMENT AESTHETICS 4.06 0.87 3.78 1.01 V N 0.28 3 0.12 14 TRACK STRAIGHT LINE SPEEDS 3.92 0.99 3.78 0.88 V N 0.14 10 0.28 15 TRACK CORNERING SPEED 3.91 0.86 4.13 0.72 i N -0.22 24 0.86 16 TRACK OVERTAKING OPPORTUNITIES 4.02 1.03 4.55 0.58 1 N -0.53 16 0.44 17 SPECTATOR VIEW 4.32 0.98 4.66 0.56 V N -0.34 23 0.85 18 VENUE FACILITIES 4.44 0.77 4.22 0.93 V N 0.22 5 0.15 19 VENUE ACCESSIBILITY 4.00 0.99 4.15 0.76 1 N -0.15 17 0.47 20 PUBLIC AWARENESS 4.02 1.17 4.10 0.80 ./. N -0.08 27 0.98 21 SOCIAL INTERACTION 3.80 0.93 -3.66 0.83 1 N 0.14 9 0.26 22 STIMULATION 4.46 0.75 4.44 0:69 1 "N 0.02 15 0.39 23 MEDIA COVERAGE 4.21 0.87 4.10 0.80 .1 N 0.11 11 0.32 24 DEMOGRAPHIC REPRESENTATION 2.84 1.11 2.32 1.20 ✓ Y 0.52 1 0.04 25 SPONSOR INVOLVEMENT 4.22 0.86 4.25 0.86 V N -0.03 19 0.55 26 COST 3.90 0.96 3.68 0.81 1 N 0.22 6 0.17 27 INTERNATIONAL BENCHMARKING 3.79 1.03 3.96 1.05 V N -0.17 22 0.76 5: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY INCOME GROUP
5:2 SORTED INTO RANK ORDER OF PROBABILITY # KEY VALUE DRIVER < R 250 K > R 250 K Test Result
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ithme 0. dn iithme iffe les ig D Ran Pro S Ar Stan A St Man T- Zi 31 24 DEMOGRAPHIC REPRESENTATION 2.84 1.11 2.32 1.20 1 Y 0.52 1 0.04 7 DRIVER PUBLIC PROFILE 3.85 1.07 3.44 1.15 I N 0.41 2 0.08 13 EQUIPMENT AESTHETICS 4.06 0.87 3.78 1.01 ✓ N 0.28 3 0.12 6 DRIVER ACCESSIBILITY 3.59 0.88 3.26 1.29 1 N 0.33 4 0.14 18 VENUE FACILITIES 4.44 0.77 4.22 0.93 1 N 0.22 5 0.15 26 COST 3.90 0.96 3.68 0.81 / N 0.22 6 0.17 4 DRIVER AND TEAM COMMITMENT 4.47 0.74 4.29 4.76 1 N 0.18 7 0.18 9 EQUIPMENT HANDLING -4.58 0.67 4.51 0.59 ./ N 0.07 8 0.24 21 SOCIAL INTERACTION 3.80 0.93 3.66 0.83 1 0.14 9 0.26 - 14 TRACK STRAIGHT LINE SPEEDS 3.92 0.99 3.78 0.88 1 N 0.14 10 0.28 8 EQUIPMENT SPEED 4.52 0.62 4.44 0.69 V N 0.08 11 0.32 23 MEDIA COVERAGE 4.21 0.87 4.10 0.80 1 N 0.11 11 0.32 3 DRIVER RACE CRAFT. 4.35 0.73 4.26 0.80 1 N 0.09 13 0.33 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.15 0.95 4.07 0.52 1 N 0.08 14 0.37 22 STIMULATION 4.46 0.75 4.44 0.69 1 N 0.02 15 0.39 16 TRACK OVERTAKING OPPORTUNITIES 4.02 1.03 4.55 0.58 1 N -0.53 16 0.44 19 VENUE ACCESSIBILITY 4.00 0.99 4.15 0.76 1 N -0.15 17 0.47 2 DRIVER SPEED 4.67 0.54 4.66 0.56 V N 0.01 18 0.49 5 TEAM WORK 4.23 0.98 4.26 0.80 V N -0.03 19 0.55 25 SPONSOR INVOLVEMENT 4.22 0.86 4.25 0.86 V N -0.03 19 0.55 12 EQUIPMENT ACCESSIBILITY 3.41 1.07 3.51 1.15 V N -0.10 21 0.64 27 INTERNATIONAL BENCHMARKING 3.79 1.03 3.96 1.05 N -0.17 22 0.76 17 SPECTATOR VIEW 4.32 0.98 4.66 0.56 V N -0.34 23 0.85 15 TRACK CORNERING SPEED 3.91 0.86 4.13 0.72 1 N -0.22 24 0.86 11 EQUIPMENT COMMERCIAL AVAILABILITY 2.91 1.38 3.36 1.11 / N -0.45 25 0.92 1 DRIVER SKILL 4.49 0.62 4.74 0.59 V N -0.25 26 0.97 20 PUBLIC AWARENESS 4.02 1.17 4.10 0.80 V N -0.08 27 0.98 6: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY QUALIFICATION
6:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE KEY VALUE DRIVER Degree No Degree Test Result
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1 DRIVER SKILL 4.44 0.70 4.81 0.41 1 N -0.37 3 0.22 2 DRIVER SPEED 4.61 0.61 4.73 0.46 1 N -0.12 23 0.75 3 DRIVER RACE CRAFT 4.26 0.78 4.37 0.73 1 N -0.11 21 0.70 4 DRIVER AND TEAM COMMITMENT 4.44 0.70 4.34 0.82 1 N 0.10 10 0.31 5 TEAM WORK 4.20 0.94 4.30 0.86 1 N -0.10 19 0.66 6 DRIVER ACCESSIBILITY 3.53 1.10 3.33 1.07 1 N 0.20 4 0.24 7 DRIVER PUBLIC PROFILE 3.92 1.01 3.36 1.18 i Y 0.56 1 0.03 8 EQUIPMENT SPEED 4.43 0.70 4.55 0.58 1 N -0.12 23 0.75 9 EQUIPMENT HANDLING 4.55 0.71 4.54 0.52 1 N 0.01 10 0.31 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.06 0.94 4.18 0.92 1 N -0.12 20 0.69 11 EQUIPMENT COMMERCIAL AVAILABILITY 3.20 1.45 2.99 1.03 ✓ N 0.21 6 0.27 12 EQUIPMENT ACCESSIBILITY 3.52 1.19 3.37 1.00 1 N 0.15 8 0.29 13 EQUIPMENT AESTHETICS 4.00 0.98 3.85 0.90 1 N 0.15 5 0.26 14 TRACK STRAIGHT LINE SPEEDS 3.86 1.07 3.85 0.76 / N 0.01 15 0.48 15 TRACK CORNERING SPEED 4.00 0.91 4.02 0.65 1 N -0.02 17 0.61 16 TRACK OVERTAKING OPPORTUNITIES 4.14 0.96 4.40 0.80 1 -N -0.26 26 0.87 17 SPECTATOR VIEW 4.49 0.86 4.44 0.80 1 N 0.05 12 0.33 18 VENUE FACILITIES 4.50 0.77 4.14 0.90 ✓ Y 0.36 2 0.05 19 VENUE ACCESSIBILITY 4.15 1.04 4.07 0.66 1 N 0.08 8 0.29 20 PUBLIC AWARENESS 4.04 1.18 4.07 0.76 1 N -0.03 25 0.84 21 SOCIAL INTERACTION 3.71 0.90 3.78 0.88 1 N -0.07 18 0.62 22 STIMULATION 4.41 0.82 4.51 0.59 1 N -0.10 21 0.70 23 MEDIA COVERAGE 4.20 0.84 4.11 0.84 1 N 0.09 12 0.33 24 DEMOGRAPHIC REPRESENTATION 2.70 1.12 2.50 1.25 1 N 0.20 6 0.27 25 SPONSOR INVOLVEMENT 4.26 0.90 4.21 0.80 1 N 0.05 14 0.42 26 COST 3.79 0.91 3.82 0.91 1 N -0.03 16 0.55 27 INTERNATIONAL BENCHMARKING 3.58 1.13 4.22 0.79 1 N -0.64 27 0.99 6: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY QUALIFICATION
6:2 SORTED INTO RANK ORDER OF PROBABILITY
# KEY VALUE DRIVER Degree No Degree Test Result
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7 DRIVER PUBLIC PROFILE 3.92 1.01 3.36 1.18 1 Y 0.56 1 0.03
18 VENUE FACILITIES 4.50 0.77 4.14 0:90 ✓ Y 0.36 2 0.05 1 DRIVER SKILL 4.44 0.70 4.81 0.41 1 N -0.37 3 0.22 6 DRIVER ACCESSIBILITY 3.53 1.10 3.33 1.07 1 N 0.20 4 0.24 13 EQUIPMENT AESTHETICS 4.00 0.98 3.85 0.90 1 N 0.15 5 0.26 11 EQUIPMENT COMMERCIAL AVAILABILITY 3.20 1.45 2.99 1.03. V N 021 6 0.27 24 DEMOGRAPHIC REPRESENTATION 2.70 1.12 2.50 1.25 V N 0.20 6 0.27 12 EQUIPMENT ACCESSIBILITY 3.52 1.19 3.37 1.00 1 N 0.15 8 0.29 19 VENUE ACCESSIBILITY 4.15 1.04 4.07 0.66 1 N 0.08 8 0.29 4 DRIVER AND TEAM COMMITMENT 4.44 0.70 4.34 0.82 V N 0.10 10 031 9 EQUIPMENT HANDLING 4.55 0.71 4.54 0.52 1 N 0.01 10 0.31 17 SPECTATOR VIEW 4.49 0.86 4.44 0.80 V N 0.05 12 '0.33 23 MEDIA COVERAGE 4.20 0.84 4.11 0.84 1 N 0.09 12 0.33 25 SPONSOR INVOLVEMENT 4.26 0.90 .4.21 0.80 V N 0.05 14 0.42 14 TRACK STRAIGHT LINE SPEEDS 3.86 1.07 3.85 0.76 V N 0.01 15 0.48 26 COST 3.79 0.91 3.82 0.91 V N -0.03 16 0.55 15 TRACK CORNERING SPEED 4.00 0.91 4.02 0.65 1 N -0.02 17 0.61 21 SOCIAL INTERACTION 3.71 0.90 3.78 0.88 V N -0.07 18 0.62 5 TEAM WORK 4.20 0.94 4.30 0.86 V N -0.10 19 0.66 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.06 0.94 4.18 0.92 1 N -0.12 20 '0.69 3 DRIVER RACE CRAFT 4.26 0.78 4.37 0.73 1 -N -0.11 21 0.70 22 STIMULATION 4.41 0.82 4.51 0.59 1 .N -0.10 21 0.70 2 DRIVER SPEED 4.61 0.61 4.73 0.46 V N -0.12 23 0.75 8 EQUIPMENT SPEED 4.43 0.70 4.55 0.58 J N -0.12 23 0.75 20 PUBUC AWARENESS 4.04 1.18 4.07 0.76 1 N -0.03 25 0.84 16 TRACK OVERTAKING OPPORTUNITIES 4.14 0.96 4.40 0.80 I N -0.26 26 0.87 27 INTERNATIONAL BENCHMARKING 3.58 1.13 4.22 0.79 1 N -0.64 27 0.99 7: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY INFORMATION SOURCE
7:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE # KEY VALUE DRIVER Print AV Test Result
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1 DRIVER SKILL 4.54 0.63 4.66 0.60 V 'N 10.12 22 0.82 2 DRIVER SPEED 4.67 0.55 4.66 0.55 .1 N 0.01 6 0.47 3 DRIVER RACE CRAFT 4.29 0.81 4.33 0.71 V N -0.04 9 0.57 4 DRIVER AND TEAM COMMITMENT 4.45 0.76 4.35 0.75 1 N 0.10 3 0.27 5 TEAM WORK 4.22 0.95 -4.27 0.85 1 N -0.05 11 0.58 6 DRIVER ACCESSIBILITY 3.35 1.23 3:54 0.92 1 N -0.19 18 0.74 7 DRIVER PUBLIC PROFILE 3.42 1.14 3.93 1.05 1 N -0.51 24 0.96 8 EQUIPMENT SPEED 4.44 0.58 4.53 0.73 1 N -0.09 17 0.71 9 EQUIPMENT HANDLING 4.47 0.73 4.62 0.51 1 N -0.15 26 1.00 10 EQUIPMENT BRAND / SUPPLIER /.MANUFACTURER 4.09 0.91 4.13 0.97 I N -0.04 9 0.57 11 EQUIPMENT COMMERCIAL AVAILABILITY 3.28 1.32 2.93 1.23 1 N 0.35 1 0.14 12 EQUIPMENT ACCESSIBILITY 3.41 1.02 3:50 1.19 1 N -0.09 14 0.61
13 EQUIPMENT AESTHETICS 3.94 -0.95 3:93 0.94 1 N 0.01 -7 0.49 14 TRACK STRAIGHT LINE SPEEDS 3.84 0.99 3.86 0.89 1 N -0.02 8 0.53 15 TRACK CORNERING SPEED 3.92 0.93 4.09 0.65 1 N -0.17 21 0.79 16 TRACK OVERTAKING OPPORTUNITIES 4.15 1.00 4.36 0.77 J N -0.21 19 0.75 17 SPECTATOR VIEW -4.54 0.63 4.39 1.01 1 N 0.15 26 1.00 18 VENUE FACILITIES 4.19 0.87 4:50 0.81 1 N -0.31 23 0.92 19 VENUE ACCESSIBILITY 4.00 0:99 4.23 0.76 1 N -0.23 20 078 20 PUBLIC AWARENESS 4.09 1.05 4.03 0.99 1 N 0.06 4 0.34 21 SOCIAL INTERACTION 3.84 0.92 3.63 0.84 V N 0.21 2 0.18 22 STIMULATION 4.41 0.81 4.49 0.63 V N -0.08 15 0.66 23 MEDIA COVERAGE .4.19 0.83 4.13 0.85 V N 0.06 5 0.39 24 DEMOGRAPHIC REPRESENTATION 2:57 1.03 2.65 1.32 V N -0.08 13 0.60 25 SPONSOR INVOLVEMENT 4.02 0.95 4.46 0.68 1 N -0.44 25 0:98 26 COST 3.75 1.05 3.86 0.72 1 N -0.11 16 0.68 27 INTERNATIONAL BENCHMARKING 3.84 1.06 3.89 1.03 1 N -0.05 11 0.58 7: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY INFORMATION SOURCE
7:2 SORTED INTO RANK ORDER OF PROBABILITY # KEY VALUE DRIVER Print AV Test "Result
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11 EQUIPMENT COMMERCIAL AVAILABILITY 3.28 1.32 2.93 1.23 ✓ N 0.35 1 0.14 21 SOCIAL INTERACTION 3.84 0.92 3.63 0.84 ✓ N 0.21 2 0.18 4 DRIVER AND TEAM COMMITMENT 4.45 0.76 4.35 0.75 1 N 0.10 3 0.27 20 PUBLIC AWARENESS 4.09 1.05 4.03 0.99 1 N 0.06 4 0.34 23 MEDIA COVERAGE 4.19 0.83 4.13 0.85 1 N 0.06 5 0.39 2 DRIVER SPEED 4.67 0.55 4.66 0.55 1 N 0.01 6. 0.47 13 EQUIPMENT AESTHETICS 3.94 0.95 3.93 0.94 1 N 0.01 7 0A9 14 TRACK STRAIGHT LINE SPEEDS 3.84 0.99 3.86 0.89 .1 N -0.02 8 .0.53 3 DRIVER RACE CRAFT 4.29 0.81 4.33 0.71 1 N -0.04 9 -0.57
10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.09 0.91 4.13 0.97 1 N -0.04 9 - 0:57 5 TEAM WORK 4.22 0.95 4.27 0.85 1 N -0.05 11 0.58 27 INTERNATIONAL BENCHMARKING 3.84 1.06 3.89 1.03 1 14 -0.05 11 0.58 24 DEMOGRAPHIC REPRESENTATION 2.57 1.03 2.65 1.32 1 N -0.08 13 0.-60 12 EQUIPMENT ACCESSIBILITY 3.41 1.02 3.50 1.19 1 N -0.09 14 0.61 22 STIMULATION 4.41 0.81 4.49 0.63 1 N -0.08 15 0.66 26 COST 3.75 1.05 3.86 0.72 1 N -0.11 16 0.68 8 EQUIPMENT SPEED 4.44 0.58 4.53 0.73 1 N -0.09 17 0.71 6 DRIVER ACCESSIBILITY 3.35 1.23 3.54 0.92 V N -0.19 18 0.74 16 TRACK OVERTAKING OPPORTUNITIES 4.15 1.00 4.36 0.77 V N -0.21 19 0.75 19 VENUE ACCESSIBILITY 4.00 0.99 4.23 0.76 N -0.23 20 0.78 15 TRACK CORNERING SPEED 3.92 0.93 4.09 0.65 1 N -0.17 21 0.79 1 DRIVER SKILL 4.54 0.63 4.66 0.60 1 N -0.12 22 OM 18 VENUE FACILITIES 4.19 0.87 4.50 0.81 1 -0.31 23 0.92 7 DRIVER PUBLIC PROFILE 3.42 1.14 3.93 1.05 1 N -0.51 24 0:96 25 SPONSOR INVOLVEMENT 4.02 0.95 4.46 0.68 V N -0.44 25 0.98 9 EQUIPMENT HANDLING 4.47 0.73 4.62 0.51 1 N -0.15 26 1.00 17 SPECTATOR VIEW 4.54 0.63 4.39 1.01 1 N 0.15 26 1.00 8: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY FREQUENCY OF VIEWING
8:1 LISTED IN ORDER OF ELECTRONIC QUESTIONNAIRE # KEY VALUE DRIVER < Monthly > Monthly Test Result
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1 DRIVER SKILL 4.59 0.63 4.60 0.61 / N -0.01 9 0.52 2 DRIVER SPEED 4.59 0.52 4.69 0.56 1 N -0.10 21 0.81 3 DRIVER RACE CRAFT 4.07 0.78 4.39 0.74 1 N -0.32 27 0.93 4 DRIVER AND TEAM COMMITMENT 4.20 0.84 4.45 0.71 1 N -0.25 23 0.85 5 TEAM WORK 4.20 0.93 4.26 0.90 1 N -0.06 11 0.58
6 DRIVER ACCESSIBILITY 3.21 1.20 3.52 1.05 / N -0.31 . 22 0.83 7 DRIVER PUBLIC PROFILE 3.59 1.35 3.69 1.05 1 N -0.10 15 0.62 8 EQUIPMENT SPEED 4.45 0.75 4.49 0.63 1 N -0.04 10 0.57 9 EQUIPMENT HANDLING 4.45 0.53 4.58 0.66 1 N -0.13 24 0.86 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.25 0.89 4.06 0.95 1 N 0.19 6 0.25 11 EQUIPMENT COMMERCIAL AVAILABILITY 2.73 1.16 3.23 1.30 / N -0.50 26 0.91 12 EQUIPMENT ACCESSIBILITY 3.26 1.16 3.52 1.09 N -0.26 20 0.78 13 EQUIPMENT AESTHETICS 3.86 1.06 3.96 0.91 1 N -0.10 17 0.64 14 TRACK STRAIGHT LINE SPEEDS 3.80 0.85 3.87 0.97 1 N -0.07 13 0.61 15 TRACK CORNERING SPEED 3.86 0.91 4.05 0.77 N -0.19 19 0.76 16 TRACK OVERTAKING OPPORTUNITIES 4.19 0.94 4.27 0.89 / N -0.08 13 0.61 17 SPECTATOR VIEW 4.39 0.92 4.49 0.81 1 N -0.10 16 0.63 18 VENUE FACILITIES 4.46 1.00 4.31 0.80 1 N 0.15 5 0.22 19 VENUE ACCESSIBILITY 4.31 0.50 4.05 0.98 1 N 0.26 4 0.18 20 PUBLIC AWARENESS 4.07 0.70 4.05 1.09 1 N 0.02 8 0.48 21 SOCIAL INTERACTION 4.06 0.88 3.63 0.87 1 N 0.43 2 0.06 22 STIMULATION 4.39 0.64 4.47 0.75 1 N -0.08 18 0.65 23 MEDIA COVERAGE 3.93 0.95 4.23 0.79 1 N -0.30 25 0.89 24 DEMOGRAPHIC REPRESENTATION 3.05 1.34 2.47 1.09 1 Y 0.58 1 0.05 25 SPONSOR INVOLVEMENT 4.20 0.76 4.25 0.88 1 N -0.05 11 0.58 26 COST 4.05 0.58 3.72 0.97 1 N 0.33 2 0.06 27 INTERNATIONAL BENCHMARKING 3.99 0.74 3.82 1.12 1 N 0.17 7 0.28 8: TESTS FOR DIFFERENCES BETWEEN KEY VALUE DRIVER IMPORTANCE BY FREQUENCY OF VIEWING
8:2 SORTED INTO RANK ORDER OF PROBABILITY
# KEY VALUE DRIVER < Monthly > Monthly Test Result
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re n tion t Pro a ia ia ey Sm h - iffe f Means v by lc o
D Mean Me hitn t rov der o tic d Dev tic d De ility an r W We e ir b Or - t ic ence - f da dc i k in nn hm ba hme n lmog fer in it if Tes ilt ig tan tc Ko D Ran Pro Ma S T- Asp S S A Ar
24 DEMOGRAPHIC REPRESENTATION 3.05 1.34 2.47 1.09 1 Y 0.58 1 0.05 21 SOCIAL INTERACTION 4.06 0.88 3.63 0.87 1 N 0.43 2 0.06 26 COST 4.05 0.58 3.72 0.97 ✓ N 0.33 2 0.06 19 VENUE ACCESSIBILITY 4.31 0.50 4.05 0.98 1 N 0.26 4 0.18 18 VENUE FACILITIES 4.46 1.00 4.31 0.80 N 0.15 5 0.22 10 EQUIPMENT BRAND / SUPPLIER / MANUFACTURER 4.25 0.89 4.06 0.95 1 N 0.19 6 0.25 27 INTERNATIONAL BENCHMARKING 3.99 0.74 3.82 1.12 1 N 0.17 7 0.28 20 PUBLIC AWARENESS 4.07 0.70 4.05 1.09 1 N 0.02 8 0.48 1 DRIVER SKILL 4.59 0.63 4.60 0.61 1 N -0.01 9 0.52 8 EQUIPMENT SPEED 4.45 0.75 4.49 0.63 V N -0.04 10 0.57 5 TEAM WORK 4.20 0.93 4.26 0.90 I N -0.06 11 0.58 25 SPONSOR INVOLVEMENT 4.20 0.76 4.25 0.88 V N -0.05 11 0.58 14 TRACK STRAIGHT LINE SPEEDS 3.80 0.85 3.87 0.97 1 N -0.07 13 0.61 16 TRACK OVERTAKING OPPORTUNITIES 4.19 0.94 4.27 0.89 1 N -0.08 13 0.61 7 DRIVER PUBLIC PROFILE 3.59 1.35 3.69 1.05 V N -0.10 15 0.62 17 SPECTATOR VIEW 4.39 0.92 4.49 0.81 1 N -0.10 16 0.63 13 EQUIPMENT AESTHETICS 3.86 1.06 3.96 0.91 1 N -0.10 17 0.64 22 STIMULATION 4.39 0.64 4.47 0.75 1 N -0.08 18 0.65 15 TRACK CORNERING SPEED 3.86 0.91 4.05 0.77 V N -0.19 19 0.76 12 EQUIPMENT ACCESSIBILITY 3.26 1.16 3.52 1.09 1 N -0.26 20 0.78 2 DRIVER SPEED 4.59 0.52 4.69 0.56 1 N -0.10 21 0.81 6 DRIVER ACCESSIBILITY 3.21 1.20- 3.52 1.05 V N -0.31 22 0.83 4 DRIVER AND TEAM COMMITMENT 4.20 0.84 4.45 0.71 1 N -0.25 23 0.85 9 EQUIPMENT HANDLING 4.45 0.53 4.58 0.66 1 N -0.13 24 0.86 23 MEDIA COVERAGE 3.93 0.95 4.23 0.79 V N -0.30 25 0.89 11 EQUIPMENT COMMERCIAL AVAILABILITY 2.73 1.16 3.23 1.30 1 N -0.50 26 0.91 3 DRIVER RACE CRAFT 4.07 0.78 4.39 0.74 1 N -0.32 27 0.93 9: QUALITATIVE DATA CONTENT ANALYSIS
# VALUE DRIVER CATEGORY Respondent Data Correlation Total 1 2 3 4 5 6 7 8 Sum 1 EVENT MANAGEMENT ✓ ✓ ✓ ✓ ✓ ✓ ✓ 6 2 SPORTING COMPETITIVENESS ✓ ✓ ✓ 3 3 INTERNATIONAL COMPETITION ✓ ✓ ✓ 3 4 CONSUMER VALUE ✓ ✓ 2 5 MEDIA COVERAGE , ✓ ✓ 2 6 DRIVER PUBLICITY 0 10: Correspondance Plot 11: RESCALED RAW DATA
5.1 6.1 7.1 8.1 9.1 10.1 11.1 Reemel Ago Gender Ova' Income Into From 1.1 2.1 3.1 4.1 5 5 1.96 3.05 5 5 5 5 AB 3 1 1 3 1 4 5 3.05 5 1.96 1.96 3.05 3.967 5 3.967 AC 3 1 I 3 4 5 5 5 3.967 3.967 3.967 1.96 3.05 3.05 3.967 3.967 1.96 1 AC I 2 I 2 2 2 5 3.967 5 3.05 3.05 3.05 3.05 3.967 3.967 1.96 1 AC2 2 1 2 2 2 5 3.967 5 3.05 3.05 1.96 3.05 1.96 5 5 3.05 3.967 AO 3 I 4 4 2 5 5 5 5 3.967 3.967 34)5 3.967 5 5 3.967 3.967 AS 3 I 2 I 2 5 3.967 5 5 3.967 3.967 3.05 3.05 .5 5 1.96 1 CC 2 I 4 3 3 2 5 5 3.967 3.967 3.967 5 3.967 5 51 3.967 5 CH 3 I 2 2 1 5 5 5 5 5 5 3.05 I 3.967 3.967 5 1 CM 2 2 3 2 3 1 5 3.967 3.967 3.05 3.05 305 3.05 3.967 3.967 CT 3 I I 3 6 5 3.967 5 5 5 5 1 3.05 3.967 5 5 5 1.96 DC 4 I 3 2 4 3 3.967 3.967 5 5 5 3.05 3.05 5 5 1.96 014 5 1 I 2 4 4 5 5 5 5 5 3.05 5 305 3.967 3.967 3.967 3.05 DW 5 1 3 2 4 3 3.967 3.967 3.05 305 3.05 3.967 3.05 3.967 3.967 5 3.05 1.96 FS 2 I 2 2 4 4 3.967 3.05 5 3.967 3.967 3.967 3.967 5 3.967 FW 3 1 4 2 3 3 3.967 5 3.967 3.05 3.967 3.967 3.967 3.967 3.967 3.967 5 3.05 GM 3 1 3 2 4 5 5 5 5 5 5 3.967 1.96 3.967 3.967 5 3.05 GM I 4 1 3 3 1 4 5 5 5 5 34)5 3.967 5 3.967 3D5 3.967 GM 2 1 3 3 4 5 5 5 3.967 3.967 5 ' 3115 3.05 3.967 5 3.967 3.967 1.96 GS 2 1 3 3 2 5 3.967 3.967 5 3D5 3.967 5 3.967 5 3.967 3.967 GJ 2 1 3 4 4 5 5 5 5 3.967 3D5 5 5 5 5 3.967 3.967 HP g 1 3 3 2 4 5 5 5 5 5 3.05 3.967 1.96 5 5 3.967 3.05 .1W 3 I 3 3 4 5 5 5 3.967 3.05 3.967 1.96 1.96 5 5 3.967 1.96 .1W 2 2 4 3 6 2 5 3.967 5 5 5 1.96 5 3.967 5 5 5 5 KB 3 2 2 3 4 5 5 5 5 5 5 1 3.967 3.967 3.05 1 KC 4 1 4 3 2 3 5 3.967 3.05 3.05 3.05 1 3.967 3.967 5 3.967 5 KC 5 I 2 2 2 5 3.967 3.967 3.967 5 3.967 5 3.967 5 5 5 3.05 KM 2 2 4 2 4 4 5 5 3.967 5 5 3.967 3.967 3.05 3.967 3.967 3.05 KW 2 2 3 I 3 2 5 5 3.967 5 3.967 3.967 5 5 1 I.CP 3 2 1 2 4 4 5 3.967 5 5 3.05 3.967 5 5 5 3.967 3.05 I LOB 3 I 1 2 2 4 5 3.967 3.967 5 3.967 1.96 5 5 5 3.967 LV 2 2 2 2 4 3 3.05 5 5 3.967 5 3135 5 5 5 3.05 5 MOP 3 I 2 3 4 4 5 5 3.05 3.05 3.05 5 5 5 3.967 3.967 1.96 MG 2 2 4 3 4 3 5 5 3.05 3.967 3.05 1 5 3.967 5 3.967 3.967 JB 2 I 2 2 2 5 5 5 3.967 5 5 3.05 3.05 5 5 3.967 3135 PD 2 2 4 3 4 3 5 5 3.967 5 5 3D5 3.967 5 5 3.05 1.96 PM 5 I I 2 4 4 5 3.967 5 3.967 5 3.967 3.967 3.967 3.05 3D5 PP 4 1 2 2 1 4 5 5 5 3.967 5 3.967 3.967 3.967 5 5 5 3.967 PS 2 I 3 I 4 5 3.967 5 5 5 3.967 3.967 3.967 5 5 3.967 R B 3 1 3 3 2 4 5 5 5 5 5 3.967 3.05 5 5 1 RP 3 1 1 2 2 4 3.967 5 3.967 5 5 1.96 3.05 3.967 5 5 3.967 RR 2 2 4 2 2 5 5 5 3.967 5 5 1.96 1.96 5 5 3.967 3.05 RS 2 I 4 3 2 4 5 5 5 3.967 3.967 3.967 5 3.967 3.967 5 3.967 SCJ 2 1 2 3 2 5 3.967 5 3.967 5 3.05 3.967 3.05 5 5 5 3.05 SE 5 I 2 2 2 4 5 5 5 3.967 3.05 1.96 5 3.967 5 3.967 3.05 SF 4 2 I 2 4 3 5 5 3.967 3.967 3.967 3.05 5 6 3.967 3.967 SK 2 I 3 2 4 3 5 5 5 5 5 5 5 5 5 5 3.967 5 3.967 SP 3 1 4 3 2 5 5 5 5 5 5 3D5 3.05 5 5 TDB 2 I 1 1 2 5 3.967 5 3.967 3.967 5 3.967 3.05 3.967 3.967 3.05 1.96 WG 3 I 1 3 4 4 5 3.967 3.967 3.967 3.967 3.05 3.05 34)5 3.967 3.967 3.967 1 LC 3 2 I 2 4 4 5 3.967 5 5 3.05 3.967 5 5 5 5 GF 2 1 2 3 2 5 3D5 3.967 3D5 5 5 5 5 3.967 3.967 5 3.967 GF I 2 1 2 3 2 5 3.05 3.967 3.05 5 5 5 5 3.967 3.967 5 3.967 DS 2 2 2 3 2 5 5 3.967 3D5 3.05 3.967 3.967 3.967 3.967 5 3.967 3.05 1 DK 2 1 I 1 4 5 3.05 5 3.967 5 5 3.967 5 5 5 3D5 SN 2 1 2 2 1 5 5 5 5 5 5 5 1 5 5 5 5 Al 3 2 3 2 4 2 5 3.967 3.05 5 6 3.967 3.967 3.967 3.967 5 3.967 TV 2 2 2 2 6 1 3.967 5 5 5 3.967 5 3.967 3.967 5 5 3.967 CH 4 2 2 1 4 5 3.967 5 5 5 5 3.967 5 5 5 3.05 3.967 5 SL 2 1 2 2 1 5 5 5 3.05 5 3.05 3.05 5 5 1.96 5 DCJ 5 I 2 3 2 5 5 5 3.967 3.967 5 3D5 3.967 3.967 3.967 3.967 3.05 GJ 2 2 4 4 4 4 5 5 5 5 5 3.05 3.967 5 5 1.96 1.96 11: RESCALED RAW DATA
23.1 24.1 25.1 26.1 27.1 1.2 2.2 12.1 13.1 14.1 15.1 16.1 17.1 18.1 19.1 20.1 21.1 22.1 1.96 1.96 3.05 3.05 1 5 3.967 1.96 3.05 3.05 3.05 3.05 3.967 3.967 3.05 1.96 1.96 3.05 5 3.967 1 5 5 5 3.967 3.967 5 5 5 5 5 5 5 5 3.967 3.967 5 1.96 3.967 3.05 3.967 3.05 3.05 1.96 3.05 3.05 3.05 3.967 3.967 3.05 34)5 3.967 3.05 3.967 5 1.96 3.967 3.05 3.967 3D5 3A5 1.96 3.05 3.05 3.05 3.967 3.967 305 3.05 3.967 3.05 3.967 3.967 1.96 3.967 3.05 5 1.96 3.05 3.967 3.05 3.05 3.967 3.967 3.967 3.05 3.967 3.967 3.967 .5 3.0.5 1.96 3.05 1.96 1.96 3.967 3.967 3.967 5 5 3.05 3.05 3.967 3A5 1.96 3.05 3.05 3.05 3A5 3.967 3.967 3.05 3.967 1.96 5 1 5 1.96 5 5 5 34)5 3.967 3.967 3.967 5 3.05 5 3.05 3.967 3.967 5 5 3.967 1.96 3.967 1.96 5 5 5 5 5 5 5 1.96 3.05 3.967 3.967 3.967 3.967 3.967 1.96 1.96 34)5 3A5 1.96 3.05 5 3.967 3.967 3.967 3.967 5 1.96 3.967 3.967 3.05 1.96 1.96 1 1.96 3.05 3.967 3.967 3.967 34)5 3.967 3.967 3.967 3.967 3.967 5 3.967 5 3.05 3.05 3.967 5 3.05 5 5 5 5 3.967 5 5 5 3.967 1.96 5 3.05 3.967 3.05 3.05 3.05 3.967 34)5 3.967 3.967 3.967 5 3.967 1 3.05 3.967 3.967 3.967 5 1 3D5 3.967 3.05 3.967 3.967 34)5 3.05 3.967 3.05 3.05 3.967 3.967 3.967 305 3.05 3.0.5 3.05 1.96 3D5 3A5 1 3.967 3.967 1.96 3A5 3A5 3.05 3.967 I 5 3.05 1.96 3A5 3.05 3.967 5 3.967 3.05 1.96 3.05 3D5 34)5 3.967 3.967 3.967 3.967 5 3.967 3.05 3.967 3.967 5 3D5 3.967 3.967 3.05 3.967 3.05 3.05 3.967 3.967 3.967 3.967 3.967 3.05 3.967 3.967 3.05 3.967 1.96 5 5 5 3.967 5 3.967 5 3.967 3.967 3.967 5 3.967 3D5 5 5 3.967 3.967 3.967 5 ' 3A5 5 3.05 5 5 5 3D5 3A5 3.967 5 3.967 305 3A5 305 3.05 1.96 105 1 1.96 34)5 3.967 3.05 3.05 3D5 3.05 3D5 3.967 5 5 3.967 3.967 3A5 3D5 5 1 3.967 3A5 3.967 3A5 3A5 5 3.967 3.967 3.967 5 3.967 3.05 105 34)5 3.0.5 5 3.967 1.96 3.967 5 3.967 3.967 3.967 3.967 5 3.967 3.967 5 5 3.967 5 5 3.967 5 5 3.967 3.967 3.05 34)5 3.967 5 1.96 3.967 3.05 3.967 3.967 5 3.967 3.967 3.967 3.967 3.967 3.967 3.967 34)5 3.967 3.967 5 5 3.967 3.05 3.05 3D5 1.96 3.967 3.967 3.967 3.967 305 5 3.05 1 5 3.967 1.96 3.967 5 3.967 5 3.967 5 5 5 5 5 5 3.967 5 5 1.96 3A5 3A5 3.05 3.05 5 1.96 1.96 3.967 3.967 3.967 3.967 1.96 3.967 3.967 1.96 3.967 3.967 3.05 3.967 5 3.967 3.05 3.967 3.967 3.967 3.05 3.967 5 5 5 3.967 5 3.967 3.967 3.967 5 1.96 3.967 1.96 5 3.967 5 3D5 3.05 5 3.967 3.967 5 5 5 5 5 5 5 5 5 5 3.05 3.05 3.967 5 3.967 3.967 5 5 5 5 5 3.967 5 5 3.967 5 3.967 3.967 5 3.05 5 5 3.05 3.967 3.967 3.967 5 3.05 3.967 1.96 5 3.967 105 5 5 3.05 1.96 3.05 1.96 5 6 3.967 3.05 5 5 3.967 3.967 5 3.967 3.967 5 3.967 3.967 5 305 3D5 3.967 3.967 5 5 5 5 3.967 3.967 3.967 3.967 3.967 3.967 1 5 5 5 5 5 5 3.05 5 5 5 5 5 5 5 3.05 5 5 1 3.05 3.967 3.967 3D5 3.05 5 3.967 3.05 3.967 5 5 6 5 3.967 3.967 3.967 3.05 5 3.967 5 3.967 3.05 3.967 3.967 5 5 5 5 5 5 5 5 5 5 3.05 3.967 5 5 3.967 3.967 5 305 3.967 5 3.967 5 5 5 3.967 3.967 3.967 3.967 3.967 5 3.967 3.967 3A5 3.967 3.967 3.05 3.967 3.967 5 5 5 5 5 3A5 5 3.967 1.96 3A5 3.967 3.967 3.967 3.05 5 3.05 5 3.967 5 3.967 5 5 3.967 3.967 3.05 5 3.967 3.967 5 5 5 3.967 3.05 3.967 3.967 3.967 3.967 5 5 5 5 5 3.967 5 3.967 1 3.967 3.05 3.05 3.967 3.967 5 3.967 .5 3.967 5 5 3.967 3.05 3.967 3.05 5 3.967 1.96 3.967 5 3D5 3.967 5 34)5 5 1.96 1.96 1 3D5 3.967 1 1 3.967 5 3.05 1 5 6 5 3.967 3D5 3AS 3.967 5 5 5 3.967 3.967 3.967 5 3.05 5 5 3.967 3.967 3.05 5 3.05 3.967 3.967 3.967 3.967 3.967 5 5 3.967 3.967 3.967 3.967 3.967 3.967 34)5 305 3.05 5 3.05 1.96 3.967 3.967 3.967 3.967 5 5 5 3.967 3.967 3.967 5 3.967 1.96 3.967 3.0.5 5 3.05 1.96 3D5 5 5 5 5 5 3.967 5 3.967 305 5 5 1.96 5 3.967 3.967 31)5 34)5 3.967 5 3.967 3.05 3.967 5 5 5 5 5 5 5 1.96 5 3.967 3.967 3.05 3.967 3.967 5 5 5 5 5 5 5 5 5 5 5 1 5 3.05 5 3.967 5 3.967 3.90 3.967 3.967 5 5 5 5 5 5 5 5 1.96 1.96 1.96 1.96 I 3.05 3.05 3.05 1.96 3A5 3A5 3.05 3.05 1.96 3.05 1.96 305 3.05 1 5 3.967 31)5 3.967 3.05 3.05 1.96 1.96 34)5 3.967 5 3 5 5 3.967 3.05 3.05 5 3.967 3.967 5 3.05 5 5 3.05 3.967 3.967 3.967 5 3.05 3.967 1.96 5 3.967 3.967 5 3.967 3.967 3.967 3.967 3.967 5 5 5 5 5 5 5 5 3.967 5 3.967 3.967 5 3.967 3.967 3.967 3.967 3.967 5 5 5 5 5 5 5 5 3.967 5 3.967 3.967 5 3.967 3.05 5 3.967 3.05 3D5 3.967 3.967 3.967 5 5 5 5 3.967 5 5 3.967 3.967 3.967 3.967 3.967 3.967 I 3.967 5 3.967 5 5 3.967 5 5 3.967 5 5 3.967 5 5 5 5 1.96 3.05 5 5 3.05 5 5 5 5 5 5 5 5 5 1.96 3.967 3.967 3.967 3.05 3.967 1.96 3.967 3.967 3.967 3A5 1.96 3.967 3.967 3.05 3.05 5 3A5 3.967 3.967 5 3.05 3D5 3.05 5 3.967 3.967 3D5 3.967 5 5 5 5 5 5 5 1.96 3.967 3A5 1.96 3.05 305 5 305 5 3.967 3.967 5 3.05 5 3.967 3.967 3.967 5 5 34)5 3.05 5 3.05 5 5 5 5 5 5 5 5 5 5 3.05 1.96 1.96 5 1.96 3.967 34)5 3.967 3.967 3.05 3.05 5 3.967 3.967 5 3.967 3.967 3.05 3.967 5 3A5 5 3.967 5 34)5 3.05 3.967 5 3.967 3.967 5 5 3.967 3.05 3.967 3.05 5 5 1.96 11: RESCALED RAW DATA
16.2 17.2 18.2 19.2 20.2 3.2 4.2 5.2 6.2 7.2 8.2 9.2 10.2 11.2 12.2 13.2 14.2 15.2 3.967 3.967 1.96 3.05 1.96 5 3AS 1.96 1.96 1.96 5 5 3.967 3.967 1.96 3.967 .5 3.967 3.967 3.967 3.05 3.967 3.05 1.96 3.967 3.967 3.967 1.96 1 325 3.967 3A5 3.05 1.96 3.967 3.967 3.05 3.05 3.05 3135 1.96 31)5 3.05 1.96 1.96 3.05 3.967 3.05 3.05 1.96 1.96 3.05 3.05 3.05 3.05 3.05 3.05 3.05 1.96 3.05 3.05 1.96 1.96 3.05 3.967 325 3.05 1.96 1.96 3.05 3.05 3.05 3.967 3.05 3.05 3.05 3.05 3.05 3.967 31)5 3.967 1.96 3135 3.967 1.96 1.96 1.96 3.05 3.05 3.05 5 3.05 3.967 1.96 3135 3.967 5 5 3.967 5 5 5 3.967 3.967 5 5 3.05 3.967 3.05 3.967 3.05 1.96 1.96 1.96 1 1.96 31)5 3135 3.967 3.967 1 1 I 1.96 1.96 3.05 5 I I 1 1.96 3.967 3.967 3.967 5 3135 5 3.967 3.967 1 1 3.05 3.967 3.967 1 3.967 5 3135 3.967 3.05 3135 1.96 1 1.96 5 3.967 1.96 3135 1.96 3.967 1.96 3.05 1 1.96 1.96 1 1.96 1.96 1.96 1 3.967 1.96 1.96 1.96 1.96 1.96 5 3.967 1 1.96 3.967 31)5 1.96 3.967 3.05 3.967 3.967 3.967 3.05 I 3.967 5 3.05 3.05 1 3.967 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1.96 3.05 3.967 3.05 5 3115 1.96 1.96 3.05 3.05 3135 3.05 3.967 1.96 3.05 3.05 3.05 1.96 1.96 31)5 3.05 1.96 5 5 5 5 5 5 5 5 5 31)5 5 325 3.05 5 5 5 5 5 3.967 1.96 3.05 1.96 3135 1.96 3.967 3.967 31)5 1.96 3.05 3135 3.05 3.967 3135 1.96 3.967 3.05 1.96 3.05 3.05 1.96 1 1.96 3135 3135 1.96 1.96 1.96 3.05 3.05 3135 1.96 1.96 1 3.05 17; RESCALED RAW DATA
21.2 22.2 23.2 24.2 25.2 26.2 27.2 1.96 3.05 1.96 1.96 305 3.967 1.96 3.967 3.967 3.967 3.05 5 1 5 1.96 3D5 3 AS 3D5 3.05 3A5 3A5 1.96 3D5 3.05 3A5 34)5 3.05 3A5 3.967 3.967 3D5 1.96 1.96 3.05 1.96 3.05 105 3.05 1.96 3D5 1.96 1.96 1.96 3.967 3.967 1.96 3.05 3.05 1.96 3.05 3.05 1 34)5 5 3.967 3.967 3.967 1.96 3.967 3.967 3.05 3.967 3.967 1 1.96 I 3.967 1 1 1 1.96 3A5 3.967 3.967 3.967 3.967 5 3 AS 305 3.05 3.967 5 3.05 3.967 3.05 3.967 5 1 3.05 305 3.05 3.967 1.96 3.967 3.967 3.967 3.967 1.96 3A5 3A5 34)5 3 DS 3.967 3 AS 34)5 1.96 1.96 3.05 34)5 3A5 1.96 1 5 3.05 3.967 1.96 3.05 5 5 1.96 3D5 3.967 1 3D5 3.05 3.05 3A5 34)5 1.96 1.96 3D5 1.96 1.96 1.96 1.96 3.05 1.96 34)5 3.05 1 1.96 3.05 3.05 1.96 5 3.967 3.967 3.05 3.967 3.967 3D5 3.967 34)5 1.96 5 3.967 3.967 3.05 3.967 3.967 1.96 3.05 5 3.05 1 3.05 3.967 1.96 1.96 3.05 3.05 1.96 3A5 3.05 3.05 3.05 3.05 1 1.96 3.05 1.96 1.96 3.05 5 3.967 1.96 3.967 1.96 3A5 3.967 3.967 1.96 1.96 1.96 3A5 3A5 1.96 5 3.967 3D5 5 3.967 3A5 5 3.967 5 3.967 5 5 3.05 1.96 3.05 3.967 1 3.967 305 3.05 1 5 1 1 3.05 5 5 3A5 3A5 1.96 1.96 3.05 3.967 3D5 3.967 3.967 3.05 3.05 3.967 3.967 1.96 3AS 3.967 3.05 1.96 3.967 3.967 1.96 34)5 3.967 1.96 1.96 3.967 3.967 1.96 3.05 3.967 1 1.96 3.05 3.967 3A5 3.05 3.05 3.967 3.05 3.967 3.967 3.967 3.05 3.05 1.96 1 3.05 3.05 1.96 3.967 5 3.05 3.05 3.967 5 3.05 3.967 5 3.05 1 3.05 3.967 1.96 3.05 3.05 1 1.96 1.96 3A5 1.96 3.967 1.96 1.96 3.05 3.967 3.967 3.05 3A5 3.05 3.05 1 3.05 3.05 1 1 3.05 1 1.96 34)5 5 3.05 3.05 3.967 3.967 1.96 1.96 3.967 1.96 1.96 1.96 1 3.967 34)5 3D5 1.96 3A5 3.05 3.05 3A5 34)5 3.05 3A5 1 1.96 1.96 1 3.967 1.96 3.05 1.96 5 3.967 34)5 5 3.967 3.05 3.05 3.05 1 3.05 3.05 3.967 3.05 3.05 3.05 1 3A5 3A5 3.967 3A5 3.967 3.967 3.05 34)5 105 3.967 3.05 3.967 3.967 3.967 1.96 1.96 3.05 3.05 3A5 3.967 3D5 1.96 3.967 3D5 1.96 3.967 5 3.05 1.96 3.967 3.05 3.05 3.967 34)5 3.967 1.96 34)5 5 1.96 3.967 3A5 1.96 1.96 3.967 3.05 1.96 5 5 5 3D5 5 1.96 5 3 AS 3.05 3.967 1.96 3.967 1.96 3.05 1.96 3.05 1.96 3D5 3.05 3.05 1