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Unit 10: Leadership

Market research will help you determine the target or primary market as well as the Notes
secondary and tertiary markets for your event. Market research will also enable you to
study the service levels expected by guests as well as the perceptions by internal
stakeholders of the services currently being delivered. By studying the market in depth,
you are able to spot emerging trends, develop new service delivery systems, and solve
minor problems before they become major catastrophes.
One example of this is the Event Leader who discovered through research that attendees could
not register for the upcoming convention during normal business hours due to workplace
regulations. Therefore, she invested in an answering service for six months prior to the meeting
to accept registrations between the hours of 5:00 P.M. and 8:00 AM. This new service was a major
success, and registrations for the conference increased markedly.

Quantitative versus Qualitative Research

Quantitative Pre-Event Research

Event Leaders primarily use quantitative research to determine demographic information such
as gender, age, income, and other pertinent facts about the future market for an event. This
research is relatively inexpensive to conduct and easy to tabulate and analyze with computers.
Figure 10.2 provides a model of a typical quantitative pre-event research survey.

Figure 10.2: Quantitative Pre-Event Survey Model
This survey will enable the organizers of XYZ event to determine the feasibility of producing the
following event. Your participation is important in this effort. Answer all questions by checking the
appropriate box. Return this survey by January 1, 2008.
1. Gender? Male Female
2. Age? Under 25 26–34 35–44 45–60 61 and over
3. Income? Under $24,999 $25,000–44,999 Over $45,000
4. If the event were 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)
...................................................................................................................................................
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Return this survey by January 1, 2008 to:
Dr. Joe Goldblatt, CSEP
Temple University
1700 North Broad Street, Suite 412D
Philadelphia, PA 19122
or fax to 215-204-9015
To receive a free copy of the survey results, please include your business card or e-mail.

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