What are the Intermediate Satisfaction Measures?
In addition to measuring overall satisfaction, organisers may be interested in finding out attendees' opinions about certain aspects of their event experience. The attributes of interest to organisers may vary from one event to another depending on their aims and objectives but can include, for example:
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Accessibility
Ease of booking tickets
Access to seat/spectating location
Access to merchandise, refreshments
Access to ancillary events/activities
Parking
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Value for money
Value for money of admission price
Value for money of merchandise, refreshments
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Quality of facilities and services
Pre event information, marketing
View from seat/vantage point
The event format
Quality of ancillary events/activities
Event website
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Other
Helpfulness of event staff
Security
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A simple question asking people to rate on a scale of (say) 'very satisfied' - 'very dissatisfied' or 'very good' - 'very poor' can be used to assess satisfaction with specific attributes. It is also worth including a 'don't know' / 'not applicable' option for event attributes that respondents did not use or were unaware of. Some useful examples from the events industry are presented below, which utilise different rating scales.
The London 2012 Festival audience survey, respondents’ experience of events1
Notting Hill Carnival and the Mayor's Thames Festival audience survey, event ratings2
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Events for London Project Evaluation (2009)