lang="en-US" Past Researchers | ISM

Past Researchers

Tyler Aird

Tyler Aird

Research Associate Alumnus, Institute for Sport Marketing

Tyler Aird is from Ancaster, Ontario, and holds an undergraduate degree and MBA from the Sports Administration program at Laurentian University, where he was among the first group of graduates from the SPAD MBA program.

During the summer of 2008, Tyler worked as a Research Associate at the ISM on projects including modeling professional sport, an NBA globalization study, a study on marquee player movement, and Olympic ambush marketing. The modeling professional sport project involved the evaluation of sport team players, facilities and brands using portfolio theory to diversify risk. The marquee player movement study analyzes the effects of a salary cap in professional sport on marquee player movement.

Tyler presented a marketing plan to the Belfast Giants in the United Kingdom. He has also contributed to raising funds for the Northern Ontario Cancer Research Centre through the organization of the annual Miner’s for Cancer Hockey Tournament, and worked for the National Hockey League’s Corporate Marketing department in Toronto as an intern to fulfill the requirements of his undergraduate degree.

Steven Ayer

Steven Ayer

Research Associate Alumnus, Institute for Sport Marketing

Steven Ayer holds a Commerce MBA from Laurentian University and is now a senior advisor working for Imagine Canada, a not-for-profit organization that researches and develops the not-for-profit industry in Canada.

Steven was a Research Associate with the ISM and supervised undergraduate students during the summer of 2008. His research interests include nonprofit marketing, positive and personality psychology, persuasion, and consumer behavior. He was also involved in Dr. Ann Pegoraro’s project to evaluate the differences in how companies advertise online vs. on television, and collaborated on a number of other projects at the ISM.

Steven was a recipient of the Social Sciences and Humanities Research Council Master’s Scholarship, worth $17,500, for the 2007-2008 academic year. Using this funding, he investigated consumers’ choice behavior, in particular a personality trait known as “maximization” (the tendency for an individual to seek the best option) and how it relates to making choices between alternatives in consumption environments.

Pierre Huneault

Pierre Huneault

Research Associate Alumnus, Institute for Sport Marketing

Pierre Huneault is from Sudbury, Ontario and going in to his fourth year in the Sports Administration Program at Laurentian University. He is currently completing his internship for that program with TrojanOne, with Mark Harrison, a Laurentian SPAD alumnus.

He worked as a Research Associate with the ISM in the summer of 2008. His main project was the creation of affinity programs with the Faculty of Management at Laurentian University for the members of the Greater Sudbury Chamber of Commerce. These courses and modules were designed to meet the needs of businesses in Northern Ontario and were devised by university researchers and industry specialists with many years of experience in the field.

Bridget Leonard

Bridget Leonard

Research Associate Alumna, Institute for Sport Marketing

Bridget Leonard is a part-time MBA student at Laurentian who is soon to finish her thesis and will be attending the University of Colorado in the fall of 2009 to begin her PhD in Marketing. Bridget’s research interests include consumption cultures and subcultures, fan behaviour, hedonism, and advertising. Her thesis work focuses on bargaining behaviors, consumption motivations and flea market culture.

In 2008, Bridget worked as a Research Associate with the ISM on various projects, including an examination of consumers’ perceived service quality and satisfaction with University food services; an examination of the drivers of sport participation among Canadian youth; the Institute of Sport Marketing/Canadian Sponsorship Forum, Collaborative Study of the Canadian Sponsorship Industry, and an analysis of television commercials.

Chris Pirie

Chris Pirie

Research Associate Alumnus, Institute for Sport Marketing

Chris Pirie is from Pembroke, Ontario, and is completing his MBA at Laurentian University. A graduate of the Sports Administration undergraduate program in 2007, Chris is completing a thesis on the effects of variable based ticket pricing in professional ice hockey. As a part of his undergraduate degree, Chris completed an internship with the Media Relations department of the Toronto Maple Leafs, and made a presentation on market segmentation to the Anaheim Ducks. In 2008 he volunteered for Hockey Northwestern Ontario, working on the implementation of a sledge hockey program, the creation of two branch manuals, and a case study outlining the situation facing the smallest branch of Hockey Canada.

He has been involved as a Research Associate in other projects through the ISM, including the Canadian Sponsorship Forum, content analysis for Dr. Ann Pegoraro, and a profit analysis of the National Hockey League since the 2005 lockout.

Jeremy Rody

Jeremy Rody

Research Associate Alumnus, Institute for Sport Marketing

Jeremy Rody is from Wawa, Ontario and is a graduate of the Sports Administration program at Laurentian University. Jeremy’s position as a Research Associate with the ISM in 2008 was completed as the internship component of his degree. The main project Jeremy worked on was a study of the effect the salary cap has had on marquis player movement in the four major leagues (NHL, NBA, MLB, NFL). This project required considerable statistical analysis and subjective methods of determining what makes a marquis player in each respective league. Dr. Norm O’Reilly’s goal for this project was to discover whether or not the salary cap has created a competitive balance between small market teams and teams that enjoy a very responsive market.

Anne Parisé

Anne Parisé

Research Associate Alumna, Institute for Sport Marketing

Anne Parisé is a graduate of the Commerce program at Laurentian University. She spent her third year of undergraduate studies abroad in Finland and France, where she collected data to expand on a previous study. Her research interests include international finance, sustainable development, and corporate responsibility. She is now taking time to travel before finding employment. Anne was a Research Associate with the ISM in the summer of 2007 and 2008.

 

Scott Gauvreau

Scott Gauvreau

Research Associate Alumnus, Institute for Sport Marketing

Scott Gauvreau is from Sudbury, Ontario, and is a recent graduate of the Sports Administration program at Laurentian University. He was a Research Associate for the ISM in the summer of 2007, when he worked on a project based on physical activity engagement among urban youth in Canada. This project required the use of a netnography research method and was conducted in various online forums. Research was collected by downloading member posts and organizing them into specific categories, such as health and fitness, with the goal of further understanding what drives urban youth in Canada to get involved in physical activity and sports, as well as what factors contribute to the vast decline in sport related activities among the youth demographic in the country.

Nick Hodge

Nick Hodge

Research Associate Alumnus, Institute for Sport Marketing

Nick Hodge is from Keswick, Ontario and is a graduate of the Sports Administration program at Laurentian University. He recently won a six-month contract with TrojanOne for having the highest mark in Mark Harrison’s fourth-year SPAD course. In the summer of 2007, he worked for the ISM on two main projects. The first was the Lake Shore Properties project in Elliot Lake, Ontario, which involved compiling both primary (data collection) and secondary research (published articles & general press). The second project was to lead data collection of marketing efforts at the 2007 NCAA Division I men’s basketball tournament. This project involved coding commercials to uncover commonly used marketing ploys during the 2007 NCAA tournament.