Determine the need for market researchIs there a lack of information in your market?• The Sacramento Kings were able to change their entire franchise to the Seattle Super Sonics and to make the brand better known. because the sports industry is major in Seattle, but unfortunately the NBA did not agree with that. • The organization was also very horrible in terms of player development, bad draft picks, and bad trades. • Due to all the negative impacts on the team, in the 2013-2014 NBA season, the Sacramento Kings were ranked last in the Western Conference and not all fans (Wagoner's group) were interested in supporting teams performing poorly. • The Kings' salary cap is around $12.5 million and that's a small amount if the team wants to change its name or add new players to the team due to a high-demand salary. • If the team performs this poorly, they should consider looking for a new head coach, as head coach is one of the main reasons why a team performs terribly. • Due to lack of popularity of the Sacramento Kings franchise, current generation NBA fans idealize teams such as the Miami Heat, Oklahoma City Thunder, Indiana Pacers, etc. • Individuals who watch the NBA believe that this team really doesn't exist due to a poor record and the franchise hasn't done anything extremely exciting for a long time that would amaze fans and make them popular like in 1951. won the final of the NBA under the name of the Rochester Royals. After seeing the price of the jerseys compared to other teams' jerseys, they set prices slightly lower than other teams and the Kings also have more promotions on their jerseys. o This shows the kings a...... middle of paper...... and off the court. This data will support the Kings, possibly giving the team some solutions to rebuild this organization if possible, however, if this is not the case, then a relocation procedure may be necessary. This secondary data will also expose basic information regarding 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 obtain an accurate statistical measure of what and how the public recommends changing the previously identified problem. • This survey was created using a trusted source known as SurveyMonkey. ; It is accessible via this link: https://www.surveymonkey.com/s/N5TKL8ZSecondary Data: