COURSE SUBJECT : EVENT MANAGEMENT – Asia Perspective

COURSE CODES : MEM 503

ACADEMIC FACILITATOR : DALJEET SINGH GILL
Learning Outcome

Be able to:
• Describe the role of evaluation

• Discuss nature & purpose of post-event evaluation

• Understand & discuss the evaluation needs of event
stakeholders
• Identify & use a range of sources of data on events
• Create an evaluation plan for an event
• Apply a range of techniques in evaluation events
• Use event profile to promote the outcomes of events
• Apply knowledge gained to the planning of future events
 Event Management – ASIAN PERSPECTIVE

Source: Event Mgmt Book Cover @ AeU

Evaluation & Research - Introduction

Event evaluation is critical to the event management process. It

enables event managers to evaluate their own process and to
communicate outcomes to key stakeholders.

Event evaluation is the key to the continuous improvement of events

and to the standing and reputation of the event industry.

Meaning
• Event evaluation is the process of critically observing, measuring
and monitoring the implementation of an event in order to assess its
outcomes accurately, with 3 phases…..
a) Pre-event evaluation, b) Monitoring & Control process, c) post-event
evaluation
Post-Event Evaluation

Post event evaluation is concerned primarily with measuring the

success of an event in terms of its objective by collecting and
analysizing relevant data from the event.

• Measurement of event outcome - In planning phase, key goals & objectives

are identified and becomes KPIs (Key Performance Indicators) subsequently used to
measuring and report to stakeholders.
• Creation of a demographic profile of the event audience – Establishing
no of people visiting events, where they come from, how they heard about it &
demographic details.
• Identification of how the event can be improved – what worked and what
did not work, providing basis for improvement.
• Enhancement of event reputation – Capturing & disseminating the
achievement of an event can assist greatly in building its reputation and credibility.
• Evaluation of event management process – Examine the processes used
by the event manager in the planning and conduct of the event
Event Evaluation Process

The event evaluation process has 5 stages;-

• Planning & identification of event data required
• Data collection
• Data analysis
• Reporting
• Dissemination

Host company – Define purpose and what data need to be collected….want to know what
the event achieved….on budget…on time….objectives…how many people
attended,…expectations met?
Event Sponsor – level of awareness of the product and services, media coverage, what
was the demographic profile of people attended?
Funding bodies – audited financial statements, report on social, cultural or sporting
outcome?
Councils & Government – Impact of the event on local or state economies?
Tourism bodies – number of visitors, what they spent….?
Event Evaluation Process

Qualitative or Quantitative Data…..

Qualitative Data - are based on individual perceptions and responses

and are often obtained through informal and in-depth interviews,
focus groups, staff feedbacks and participation observation…..

Quantative Data – are measureable and subject to statistical analysis,

collected via methods such as, box office receipts, financial records,
survey and lend themselves to conclusion based on statistical
analysis….

Both form of data are valuable for event evaluation process…

 Event Evaluation Process
Data Collection

Several main source of data on events….

Event documentation ;-
• Financial performance…event budget and final balance sheet will provide detail
information on income & expenditure…
• Paid attendance – Participants registration or ticket sales report
• Crowd size – for free entry….police crowd estimates, public transport and car park figures
• Demographic information – registration form
• Merchandise sale – sales records
• Safety profiles – recording of occurrence

Media Monitoring;- It is important to monitor and record this coverage as

part of event documentation…provides an excellent record of event for
potential sponsors and partners….
Event Evaluation Process
Event Observation;- Structured and detailed observation of
event….Management observation + staff observation + stakeholder
observation (venue owners, Police, Councils, Sponsors, Vendors,
First-aid-providers)

De-Briefing Meeting:- While the event memory is still fresh……a

valuable opportunity for feedback….

Focus Groups:- Can provide good opportunity to test participants

reactions to an event and obtain in-depth perceptions…group of 8 –
12 people…

Surveys:- Survey technique via a sample representative of the total

attendees
 Event Evaluation Process

Data Analysis :- May be analysized manually in order to identify key

event outcomes…..but data from survey will need to be analysized
using statistical tools or software…such as SPSS (Statistical
Package for Social Science)…

Reporting:- Writing and preparing the event report for the intended
recipients ….

Dissemination:- Final step in the post-event evaluation process is to

disseminate the event report to relevant stakeholders

Source: Event Mgmt Book Cover @ AeU

Summary

Event evaluation is the process of measurement and assessment of an

event throughout the event management process……Good
evaluation is planned and implemented from the outset of the event
management process…involves deciding on the purpose of the
evaluation, and the identifying and collecting data from a number of
sources.