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

24 Chapter 1 Introduction to Event Marketing

Quantitative Preevent Survey Model

The following survey will enable the organizers of XYZ event to determine the feasibil-

ity of producing the following event. Your participation is important in this effort. An-

swer all questions by checking the appropriate box. Return this survey by January 1, 2003.

1. Gender? ■Male ■Female


2. Age? ■Under 25 ■26–34 ■35–44 ■45–60 ■61 and over


3. Income? ■Under $24,999 ■$25,000–34,999 ■Over $35,000


4. If the event held during the summer I would:(Likert scale)
   ■Not Attend ■Maybe Attend ■No Opinion ■Probably Attend
   ■Positively Attend


5. If the event were held during the fall I would:(semantic differential scale)
   Not Attend ■ 1 ■ 2 ■ 3 ■ 4 ■5 Positively Attend


6. If you checked number 1 above please describe your reasons for nonattendance in
   the space below:(Open-ended question)

Return this survey by January 1, 2003 to:

Mary Event Manager

P.O. Box 14

Anywhere, USA

To receive a free copyof the survey results please include your business card.

Figure 1-5

The survey model in Figure 1-5 is primarily quantitative.

However, question 6 adds the possibility for a qualitative

interpretation of an expanded response.

you to places you may not have thought of, lead you to fresh new

concepts, perhaps all the way to the “Field of Dreams.”

There are several favored ways to conduct qualitative research.

Focus Group

This is a small group of participants who are interested in the sub-

ject but who represent disparate representations of your market or

constituency. They should have knowledge of the subject under