The following data collection techniques can be used to sample an event population. There are advantages and disadvantages to each which will need to be considered when developing/commissioning the research:
Administered surveys at the event
- Accurate data, good completion levels
- Costly and time intensive, often only narrow windows of opportunity, low(ish) sample sizes
Self completion survey at the event
- Larger sample
- Maximise window of opportunity - best use of fieldworkers
- Less accurate data - trade off between sample size and data quality
Postal survey
- To event attendees post-event - beware if sales data shows lots bought by one person
- Need to collect addresses from non-ticketed events
- Can be costly dependent on sample size
Hybrid survey
- Distribute survey packs to those attending free events in the hope of them responding
- Reach wide audience but no guarantees of success (sell them on an idea, incentivise)
- Bias as only certain types respond (though true of all surveys)
Online
- Distribute URL cards at event
- Collect emails at event
There may be instances where data is required from non-attendees or the population at large. In such cases access to local omnibus surveys such as Citizens Panels where simple, event specific questions can be included, is one option. Such surveys provide a means to get quick, relatively low cost answers to questions without financing and organising a full survey. For more detailed feedback about a variety of event related topics a simple household or telephone survey would be a better option, but is likely to cost more than a question on an omnibus survey.