REVIEW OF SURVEY METHODS IN EVENTS MANAGEMENT RESEARCH

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 surveybased research. 286 articles from four events-specific journals were reviewed. 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 most common events 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. Mixed methods, multiple surveys and more deliberate approaches to sampling are required. Despite an audience focus, ‘before and after’ studies are lacking. Electronic surveys and other emerging technologies undoubtedly provide options but these do not appear to have been investigated or adopted with sufficient rigour. Targeting stakeholders other than audiences, covering a broader range of events and longitudinal studies would also be desirable. The use of survey-based research by policy makers and funders is discussed as it potentially orients towards what the authors term ‘operationalised knowledge management’. A brief but comprehensive typology of survey methods is established to aid future researchers.