A Comparison of Two Methods for Gathering Marketing Information at Special Events

Authors

  • Richard Gitelson
  • Wendy Hultsman
  • Vern Biaett

Keywords:

methodology, sampling, special events, planning, research, marketing

Abstract

Numerous special events in Arizona, including the State Fair, have come to rely on destination marketing firms to provide information about event attendees. This information is used in planning efforts for future events. The firms use a convenience sampling method, enticing attendees to participate with the lure of potential prizes. This study compared this approach with a random sampling approach at two special events in Glendale, Arizona. Findings showed that there were significant differences on seven out of 10 comparisons. Although the firms provide a cost effective way of gathering data, the findings in this study offer further support for the use of random sampling and a cautionary note for those entities that do not.

Published

2002-10-18

Issue

Section

Programs That Work