Event Marketing: How to Successfully Promote Events, Festivals, Conventions, and Expositions

annual income, years of event attendance, and many others de-
scribed in Chapter 2, more definitive and probing questions are
being used as marketers improve their segmentation skills. Figure
8-5 represents questions used in a research instrument searching
for greater audience definition. The instrument can be both qual-
itative and quantitative in design.

How to Improve Your Event Marketing Segmentation Skills 181

Samples of Qualitative and Quantitative Survey Questions

Attendee Information

■Name, Address, Contact Numbers (Optional)

■What is your profession?

■What is your professional title?

■How long have you been in the business?

■Which of the past 10 years have you attended? (Provide check-off

list)

■Why have you attended in those years? Rate on a scale of 1–10 all

that apply. Add any other reasons important to you.

1.Social Events

2.Education/Professional Development

3.Peer Networking/Interaction

4.Travel

5.Combine with Vacation

6.See New Products at the Exposition

7.Find New Markets for My Product

8.Pursue My Leadership Role in Organization

9.Pre- and Postevent Tours

10.Attraction of the Event Venue/Location

11.Celebrity Attractions/Entertainment

12.Test the Pulse of the Industry, Study Trends

13.Gather Information About New Competitors

14.Find a Better Job/Become Upwardly Mobile

15.Review New Professional Literature/Research

Figure 8-5
This example of a survey instrument includes both quantitative
and qualitative items. Key to this approach is to make the
questionnaire long enough to gain the information most
important to the marketing effort, and short enough that the
target will take the time to respond.