Barrett

Barrett, The Honors College at Arizona State University proudly showcases the work of undergraduate honors students by sharing this collection exclusively with the ASU community.

Barrett accepts high performing, academically engaged undergraduate students and works with them in collaboration with all of the other academic units at Arizona State University. All Barrett students complete a thesis or creative project which is an opportunity to explore an intellectual interest and produce an original piece of scholarly research. The thesis or creative project is supervised and defended in front of a faculty committee. Students are able to engage with professors who are nationally recognized in their fields and committed to working with honors students. Completing a Barrett thesis or creative project is an opportunity for undergraduate honors students to contribute to the ASU academic community in a meaningful way.

Displaying 1 - 10 of 15
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Moneyball: Evaluating the Drivers of MLB Attendance and How Modern Franchises Adapt and Capitalize

Description
An analysis of Major League Baseball (MLB) attendance drivers and fan segmentation strategies to identify ways in which teams can attract fans. Core elements of drivers and fan segments are identified then practically applied to three modern MLB franchises. The thesis concludes with recommendations for each of the chosen franchises,…

An analysis of Major League Baseball (MLB) attendance drivers and fan segmentation strategies to identify ways in which teams can attract fans. Core elements of drivers and fan segments are identified then practically applied to three modern MLB franchises. The thesis concludes with recommendations for each of the chosen franchises, as well as, for MLB as a whole, outlining how the league and teams can more effectively serve their fanbase and improve attendance.
ContributorsBrown, Jake (Author) / Mozilo, Dominick (Co-author) / Pleskovitch, Jack (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Department of Supply Chain Management (Contributor)
Created2022-05
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Bringing the Inferno to the Phoenix Municipal Stadium: Increasing Attendance at ASU Baseball Games

Description
This thesis explores data-driven engagement strategies for the ASU Baseball team to implement in order to increase student attendance at their home games, held at Phoenix Municipal Stadium, given that all general students have a financial buy-in to their collegiate athletic programs. Developing a loyal fan base is essential to…

This thesis explores data-driven engagement strategies for the ASU Baseball team to implement in order to increase student attendance at their home games, held at Phoenix Municipal Stadium, given that all general students have a financial buy-in to their collegiate athletic programs. Developing a loyal fan base is essential to a team’s overall success, leading to an increased sense of pride and passion for on-field heroism. Our research team's focus was on analyzing the brand positioning of the Sun Devil Baseball program to determine what opportunities exist within the program. Our methods included collecting secondary data and conducting primary research via a Qualtrics survey administered to undergraduate students on ASU’s campus. The survey results were then used to propose data-driven engagement strategies covering various aspects of campus life in order to provide a well-designed value proposition. Additionally, we used findings from our secondary data to evolve our recommendations past student attendance and into overall presence as well. Through conducting research of different histories, examining the current situation, then identifying an opportunity to grow along with a plan of action, this creative project will cover multiple key areas of a student brand report.
ContributorsBerge, Nicole (Author) / Personale, Caitlin (Co-author) / Mokwa, Michael (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Marketing (Contributor) / School of Sustainability (Contributor)
Created2022-05

Lack of Sponsorship in Liga MX

Description
Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors…

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors that are associated with the league. Recommendations are given for the league to acquire sponsors to help the league continue to grow and succeed.
ContributorsMims, Ambreiah (Author) / Lee, Christopher (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor) / Department of Marketing (Contributor) / Department of Management and Entrepreneurship (Contributor)
Created2022-05
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Mims Final Project (Spring 2022)

Description

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors…

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors that are associated with the league. Recommendations are given for the league to acquire sponsors to help the league continue to grow and succeed.
ContributorsMims, Ambreiah (Author) / Lee, Christopher (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor)
Created2022-05
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Mims PowerPoint Presentation (Spring 2022)

Description

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors…

Liga MX soccer is on the rise with 18 clubs that are part of the league. The league has had some hardships with acquiring sponsorship. Two big sponsors for the league are BBVA Bancomer and Voit. The focus of this marketing plan is to look at current trends and factors that are associated with the league. Recommendations are given for the league to acquire sponsors to help the league continue to grow and succeed.
ContributorsMims, Ambreiah (Author) / Lee, Christopher (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Psychology (Contributor)
Created2022-05
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How Marketing Freebies Impact Consumers Perceptions and Willingness to Engage in Word of Mouth

Description
Marketers are constantly striving to discover strategies that promote the greatest amount of word of mouth (WOM) from their consumers. WOM is perceived as one of the most reputable forms of marketing by consumers due to the authenticity and sincerity that is associated with the strategy. With WOM being an…

Marketers are constantly striving to discover strategies that promote the greatest amount of word of mouth (WOM) from their consumers. WOM is perceived as one of the most reputable forms of marketing by consumers due to the authenticity and sincerity that is associated with the strategy. With WOM being an organic and genuine response from consumers, marketers are often faced with difficulties or failure when explicitly requesting that consumers engage in positive WOM behaviors. However, there are certain practices that firms can implement to encourage WOM behaviors from their consumers. This study examines the effectiveness of two different freebie marketing methods and the impact that each method’s presentation has on a consumer’s willingness to participate in WOM. The results of this study will be used to provide companies with guidelines and recommendations to successfully create freebie marketing strategies that drive authentic WOM surrounding their brand and products.
ContributorsBoyer, Victoria (Author) / Hanzlick, Camille (Co-author) / Lisjak, Monika (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Information Systems (Contributor) / Dean, W.P. Carey School of Business (Contributor) / Department of Marketing (Contributor)
Created2022-05
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How Marketing Freebies Impact Consumers Perceptions and Willingness to Engage in Word of Mouth

Description
Marketers are constantly striving to discover strategies that promote the greatest amount of word of mouth (WOM) from their consumers. WOM is perceived as one of the most reputable forms of marketing by consumers due to the authenticity and sincerity that is associated with the strategy. With WOM being an…

Marketers are constantly striving to discover strategies that promote the greatest amount of word of mouth (WOM) from their consumers. WOM is perceived as one of the most reputable forms of marketing by consumers due to the authenticity and sincerity that is associated with the strategy. With WOM being an organic and genuine response from consumers, marketers are often faced with difficulties or failure when explicitly requesting that consumers engage in positive WOM behaviors. However, there are certain practices that firms can implement to encourage WOM behaviors from their consumers. This study examines the effectiveness of two different freebie marketing methods and the impact that each method’s presentation has on a consumer’s willingness to participate in WOM. The results of this study will be used to provide companies with guidelines and recommendations to successfully create freebie marketing strategies that drive authentic WOM surrounding their brand and products.
ContributorsHanzlick, Camille (Author) / Boyer, Victoria (Co-author) / Lisjak, Monika (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Economics (Contributor) / Department of Marketing (Contributor)
Created2022-05
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Social Media in Basketball: Measuring NBA Team Performance and Fan Twitter Sentiment to Gauge Fan Engagement and Revenue Generation

Description
Basketball has evolved and is continuing to evolve in parallel with media and communication. The 21st century bears witness to the digitization of basketball, media, and communication with the advent of social media. Arguably the most esteemed professional basketball league in the world, the National Basketball Association (NBA) observes fans…

Basketball has evolved and is continuing to evolve in parallel with media and communication. The 21st century bears witness to the digitization of basketball, media, and communication with the advent of social media. Arguably the most esteemed professional basketball league in the world, the National Basketball Association (NBA) observes fans and players alike conversing about the game through social media platforms available across the world. One of the most popular platforms, Twitter, enables anyone with a computer to write a textual post known as a “tweet” that can be made viewable to the public. The Twitter landscape holds a trove of data and information including “sentiment” for NBA teams to analyze with the goal of improving the success of their team from a managerial perspective. Two aspects this paper will examine are fan engagement and revenue generation from the perspective of several franchises in the NBA. The purpose of this research is to explore and discover if key measures of performance including both the number of points scored in a game and the game outcome either being a win or a loss, and the location of a game being won either at home or away on the road influence fan Twitter sentiment and if there is a correlation between fan Twitter sentiment and game attendance. The statistical computing tool RStudio in combination with data compiled from online databases and websites including Basketball Reference, Wikipedia, ESPN, and Statista are employed to execute two t-tests, two analysis of variance (ANOVA) tests, and one correlation test. The results indicate there is a significant difference in fan Twitter sentiment between high-scoring games and low-scoring games, between game wins and losses, among games being won at home versus away on the road, and there is no conclusion that can be made regarding any existing correlation between fan Twitter sentiment and game attendance.
ContributorsKwan, Matthew (Author) / McIntosh, Daniel (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / School of Mathematical and Statistical Sciences (Contributor) / Department of Information Systems (Contributor)
Created2022-05
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Optimizing Player Contracts for Major League Baseball Teams

Description
This thesis aims to develop a new way to value players for all teams in the MLB, despite the financial disparity. Displayed in the rest of this paper, is a player valuation model created around each team's salary level, focusing on player’s offensive output. The model functions in a way…

This thesis aims to develop a new way to value players for all teams in the MLB, despite the financial disparity. Displayed in the rest of this paper, is a player valuation model created around each team's salary level, focusing on player’s offensive output. The model functions in a way that values players by their ability to help their team score runs and win games by setting parameters for salary expectations based on player performance. This allows for small market MLB teams, like the Cleveland Guardians, to build a roster of players around their specific salary limit, specifically to score the maximum runs and win games. On the contrary, the model also works for big market teams, like the Los Angeles Dodger, allowing them to project their larger salary limit to players and build their ideal roster as well.
ContributorsPearce, Eric (Author) / Lewis, Spencer (Co-author) / Licon, Lawrence (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / School of Accountancy (Contributor) / Department of Finance (Contributor)
Created2022-05
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Optimizing Player Contracts for Major League Baseball Organizations

Description

This thesis aims to develop a new way to value players for all teams in the MLB, despite the financial disparity. Displayed in the rest of this paper, is a player valuation model created around each team's salary level, focusing on the player’s offensive output. The model functions in a…

This thesis aims to develop a new way to value players for all teams in the MLB, despite the financial disparity. Displayed in the rest of this paper, is a player valuation model created around each team's salary level, focusing on the player’s offensive output. The model functions in a way that values players by their ability to help their team score runs and win games by setting parameters for salary expectations based on player performance. This allows for small market MLB teams, like the Cleveland Guardians, to build a roster of players around their specific salary limit, specifically to score the maximum runs and win games. On the contrary, the model also works for big market teams, like the Los Angeles Dodger, allowing them to project their larger salary limit to players and build their ideal roster as well.
ContributorsLewis, Spencer (Author) / Pearce, Eric (Co-author) / Licon, Lawrence (Thesis director) / Eaton, John (Committee member) / Barrett, The Honors College (Contributor) / Department of Finance (Contributor) / Department of Information Systems (Contributor) / School of Mathematical and Statistical Sciences (Contributor)
Created2022-05