ABSTRACT
This chapter provides a comparative review of quantitative and qualitative research, highlighting many of the different research tools and techniques used in event- and festival-related research. In the context of quantitative methods, this chapter explores the use of questionnaires and debates some of the key issues related to problems associated with sampling, scales and the extent to which various dimensions can be measured. The focus then moves to an examination of qualitative methods of enquiry, and illustrates, through published research, two qualitative tools, namely, interviewing and participant observation. Finally, the chapter addresses the challenges and opportunities represented by the adoption of the mixed-methods approach.
