Designing Chaotic Model for Effective Marketing in Athletic Sport of Iran, Mixed Research

The purpose of this study was designing chaotic model for effective marketing in athletic sport of Iran based on mixed method.

The statistical population in the qualitative section included 10 sports management professors and elite sport managers and in quantitive section included sports management professors and marketing experts and chairpersons and vice chairmen of federations and sports marketing staff of sports federations and the National Olympic Committee, elite coaches and athletes that were 396 people and according to the Morgan table, 220 individuals were selected as samples. First, Delphi method was used to identify the research items and model by structured interpretation modeling method. Then, a quantitative research tool was developed and its validity was verified by sports management professors and exploratory and confirmatory factor analysis and reliability was calculated by Cronbach's alpha test 0.91.

Findings show that the interpretive structural model has 12 components in 5 levels, and the quantitative research model has five main components and has significant fit.

It can be concluded that sports organizations should provide development of athletic sport in the chaotic environment by planning for factors influencing the critical and chaotic points.