Review of survey methods in events management research

Abstract

Questionnaire-based surveys are a common data collection tool in events research as established by earlier reviews of methods within the literature. This paper examines and critiques the historic development, current position, gaps in knowledge and future implications for survey-based research. Some diversity is found within survey-based research, however the majority was carried out: as a single method (86%), in physical proximity to the event (67%), during the event (49%), using paper-based forms (65%), designed for self-completion (94%). The event types most commonly targeted were: Sports (43%) Festivals & Celebrations (20%) and Music (12%). The stakeholders targeted were: Audiences (54%), Non-participants (16%) and Managers (12%). Sampling methods, where stated, were likely to be random (23%) or convenience based (22%). Despite the predominance of this data collection tool, numerous areas are ideally in need of further understanding and experimentation. Priorities for future survey-based research are in using mixed methods, multiple surveys, electronic surveys, more deliberate approaches to sampling overall; specifically sampling both before and after events. Targeting stakeholders other than audiences and covering a broader range of events may also be desirable. Emerging technologies and a typology of survey-based research are discussed. The use of survey-based research by policy makers and funders is discussed under the label of ‘operationalised knowledge management’.