VI. Evaluation of Participation
A. Importance of Evaluation

  • Objective
    Investigation of complex and individual questions about the means and long-term effectiveness of the fair engagement (distance of approx. 4 -6 weeks after the fair; or in the long-term control area even later)
  • Method
    Verbal and written interviews with known stand visitors. Interviews last approx. up to 20 minutes depending on subject.
  • Assessment
    Expensive control and market research instrument. Particularly psychographic aims are evaluated: Publicity of the enterprise, recognition of logo, products, statements concerning products, long-term change of the behaviour. Sentimental values in comparison with competitors.
Advantages are to get to know reactions of the visitors referring to e.g. attitudes, opinions, image. Comparison of reference groups (visitor-not visitor) is possible. Important method with regard to the evaluation of the fair as a communication tool.
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