Determining the need for market researchLacking information about your market?• The Sacramento Kings were in a position to change their entire franchise to the Seattle Super Sonics and make the brand better known because the sports industry is important in Seattle, but unfortunately the NBA didn't agree with that. • The organization was also terrible in terms of player development, poor draft picks, and bad trades. • Due to all the negative impacts on the team, in the 2013-2014 NBA season the Sacramento Kings place last in the Western Conference and all the fans (Wagoner's band) are not interested in supporting teams that are doing poorly. • The Kings salary cap is around $12.5 million and that is a small amount if the team ever wanted to re-brand or acquire new players on the team due to a high-demand salary. • If the team is performing poorly, they should look for a new coach because the coach is one of the main reasons why a team performs terribly. • Due to the lack of popularity of the Sacramento Kings franchise, NBA fans of today's generation idealize themselves for teams like the Miami Heat, Oklahoma City Thunder, Indiana Pacers, etc. • Those who watch the NBA believe that this team doesn't actually exist due to its poor record and that the franchise hasn't done anything extremely exciting over a long period of time that would wow fans and make them as popular as they did in 1951 when they won the NBA Finals with the Rochester Royals • After seeing the price of the jerseys compared to other teams' jerseys, they set a slightly lower price than the other teams and the Kings also have more sales promotions on their jerseys. o This shows the Kings... in the middle of the card... and off the field. This data will support the Kings, possibly providing the team with some solutions to rebuild this organization if possible, however, if not, a transfer procedure may be necessary. This secondary data will also expose basic information revolving around the economy and population of the city of Sacramento. Primary Data Primary data was collected through a short survey consisting of 10 questions sent to people living in North America. The goal is to analyze and collect at least 100 respondents, in order to have an accurate statistical measure of what and how the public recommends changing the previously identified problem.• This survey was created using a reliable source known as SurveyMonkey ; It can be accessed via this link: https://www.surveymonkey.com/s/N5TKL8ZSecondary Data: