VI.
Evaluation of Participation
A. Importance of Evaluation
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- Objective
Investigation of complex and individual surveys of the exhibitors.
- Method
Verbal, written and computer-assisted interviews with the stand visitors. Interviews last approx. 5 to 20 minutes depending on subject and surroundings.
- Assessment
Expensive control and market research instrument. Evaluated: Stand visitor structures (short interviews); Judgement of the booth (e.g. information offer, choice of the exhibits, quality of the customer contact, attractiveness of the booth).
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Advantages are to discover observable reactions of the visitors (e.g. to exhibits, special events); but also to analyze e.g. attitudes, opinions. No sample inquiry ensured; interviewers can have influence on the reply. Structure of the people asked can be one-sided. |