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Event Management

Notes Whether you use a written survey, an in-person interview, or a telephone interview method of
construction, the research survey is of prime importance.

Qualitative Pre-Event Research

Market research consultants rely on qualitative research to probe for hidden meanings in
quantitative studies. Qualitative research tells the research organization what is beneath the
numbers in quantitative research and, therefore, is an important step in the research process.
This type of research may take the form of a focus group, participant/observer research, or a
case study.

Did u know? Selecting the proper methodology depends on your goals, the time available,
and the funding.
Qualitative research is generally more expensive than quantitative research due to the time that
is involved in probing for deeper, more meaningful answers than only digits. The cost of
training interviewers, the interviewers’ time, the time for analyzing the data, and other costs
contribute to this investment. Although the cost is greater, many Event Leaders require both
qualitative and quantitative studies to validate their assumptions or research their markets.

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Caution Qualitative research is generally more expensive than quantitative research.
Combined Research

In most cases, Event Leaders use a combination of quantitative and qualitative research to make
decisions about future events. Event Leaders obtain large volumes of information in a cost-
efficient manner using the quantitative method and then probe for hidden meanings and subtle
feelings using the qualitative approach.
Effective quantitative research includes elements of qualitative research to increase the validity
of the questions. Event Leaders should use a small focus group or team of experts to review the
questions before conducting a survey. These experts can confirm that a question is understandable
and valid for the research being conducted. Figure 10.3 provides a simple way for Event Leaders
to determine what research methodology is most effective for their purpose. The goals and
required outcomes of the research, combined with the time frame and funding available, will
ultimately determine the best method for your pre-event research.

Figure 10.3 Selecting the Appropriate Pre-Event Research Method

Goal Method
Collect gender, age, and income data Written survey
Collect attitudes and opinions Focus group
Examine culture of community Participant/observer
Identify comparable characteristics Case study
Collect demographic and psychographic data Combined methods
Regardless of the type of research you conduct, it is important that you take care to produce
valid and reliable information. Reliability helps prove that your research will remain truthful
and accurate over time. For example, if you were to conduct the same study with another group
of senior citizens, would the answers be significantly different? If the answer is yes, your data

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