ABSTRACT
The research can focus on improving the event product, learning the correct price, determining the appropriate venue location and learning the best method for promotional communication. The organization needs to research potential visitors to learn if their planned event will provide the benefits that will motivate attendance. Descriptive survey data can give answers such as "37 percent of visitors are over the age of 55" or "28 percent of visitors attend annually". Descriptive quantitative research is used to find facts about potential and current visitors. While surveys are the most common form of consumer research, instead of starting with a survey, the research process should start with qualitative research methods such as focus groups and interviews to explore the issue of concern. Social media is a third technology that can be used as a means to distribute the survey to a wider range of research participants.
