Week8Assignmenttaskstakeholderinfoandsets

susanneah, , ,

SUSANNE LORRAINE HARFORD

Week 8 Assignment Task

Journal Entry number 13

-Week 8 Activity

Complete the following task in your online journal.

1. Based on your selected client, what types of stakeholder information/data sets would be required to (list data sets and the ‘fields’ required for each):

a) Run your event

b) Assist to achieve business goals

2. How would you obtain the information for each of these data sets given you are running a non-ticketed event?

3. How will you recommend this data be used following your event to assist in achieving immediate and long term goals?

…………………………………………………………………………………………………………..

For the Seniors Expo special event

the types of stakeholder

information/data sets and fields required to

The types of stakeholder information/data sets and fields required are of key importance.

In order to decide the type of information I would examine and consider the objectives I have created for the Seniors Expo closely. I would also consider the creation/acquiring of key data like this from the PR perspective.

As I intend to stay away from any economic imperatives or objectives in this particular special event exercise, the data-collection/ analysis will also have an unusual focus for its objectives –

So, in this exercise my objectives are for every single stakeholder, of any type:

  • to have a good time and enjoy themselves
  • so every single stakeholder wants to return for the next Seniors Expo
  • to bring all their friends, family and associates.
  1. Thus, to run the Seniors Expo event the data includes:
  • Type of Stakeholders, including:
  • client
  • potential sponsors and partners
  • target market audience/s
  • contractors, consultants, staff, essential services, government,
  • media

The essential information about the Seniors Expo stakeholders falls within the areas of the “demography, psychography and behavior”

(Masterman & Wood, 2006, p. 160).

The Max Planck Institute (2015) operates “Online Social Networks Research” and freely provides many great tools. Using tools like these would be a great advantage. (see screenshotmaxplanck2015).

  1. To assist to achieve business goals
  • About the Market
  • size
  • types of prior attendees
  • who those prior attendees are
  • advertising forms that successfully reached those prior attendees
  • “any product preferences and buying patterns” about those prior attendees

(Masterman & Wood, 2006, p. 160)

  • prior media relationships and responses, contacts
  • About the Environment
  • Relevant weather patterns
  • Relevant Transport and parking resources available
  • any positive or negative feedback from those prior attendees
  • any information about the prior event
    • good news
    • any problems, especially emergencies, disasters

So, the creation of these, and any other databases, that can contribute to the event’s “effectiveness”, and its “efficiency” of operation (Masterman & Wood, 2006, p. 160).

……………………………………………………………………………………………

How would you obtain the information for each of these data sets given you are running a non-ticketed event?

In order to obtain the information for each of these data sets I would locate the types of information Masterman and Wood, (2006, pp. 160, 161) describe, below:

Various research methods can be applied in order to collect data and much can be sourced in the public domain. Financial accounts, trading and industry figures, market trends and forecasts, government reports, trade news media and marketing news media are all useful sources of information.

With that free-to-public information, I would create a number of different databases.

This would be using tools such as that IDRE at UCLA (2015) who below explain one of their data collection and use services, the codebook (also see attached: idrechart.png):

The codebook command was introduced in SPSS version 17.

It provides information about the variables in a dataset,

such as the type, variable labels, value labels, as well as

the number of cases in each level of categorical variables

and means and standard deviations of continuous variables.

This information can be as important as the data themselves,

because it helps to give meaning to the data.  Also, this

information can help you distinguish between two similar datasets.

(Idre at UCLA, 2015).

In addition, as time goes by, I would also load into these new databases I am creating all the information I gain access to over the course of the current Seniors Expo, as outlined in my plan over the last few week’s exercises and tasks, I plan to:

  • use optional wash-off tattoos on attendees at parking, trains and entry points
  • electronically record those bar codes to provide attendance numbers – use a programme like SPSS –(Appendix 1)
  • offer these identified Seniors Expo attendees a chance in a competition linked to Instagram/Facebook/Seniors Expo website/train/bus/parking information
  • Using the data from the point immediately above, extract information from what Netbase (2015) call “social listening”.
  • All these linkages are avenues to gain more detailed information.

So they must be given a great deal of thought about the ethics of these data-gathering and ethics must play a large part in how any data-gathering is set up.

……………………………………………………………………………………………………………….. 

  1. How will you recommend this data be used following your event to assist in achieving immediate and long term goals?

The main recommendations I make about using this data are:

  1. The original data and any initial analysis be compared to actual-event, on-the-

ground findings, post-event, especially in regard to the set goals

  1. That all data be carefully recorded and preserved, including :
  • Any analytical work linking the special event objectives to the data
  • All data, in its original form
  • Any comparative post-event analysis of the data and the initial analysis in the frame of achieving immediate and long-term goals
  1. Results from the comparative exercise be:
  • Acted upon, implemented,
  • Results be analysed carefully, recorded and preserved.
  • Data be maintained within easy access
  • At regular periods, the current statistics be actively compared to the historic data
  • Ensure the research, analysis and reflection, etcetera cycle continues
  • Executive decisions and actions flow from there

Reference

ECU PRN2124 off-campus, S2, 2015. BB Week 8 lectures and activities notes.

Idre at UCLA. (2015). http://statistics.ats.ucla.edu/stat/spss/faq/codebook.htm

Masterman, G. and Wood, E. H. (2006). Innovative Marketing Communication,

Strategies for the Events Industry. Oxford: Elsevier Butterworth Heinemann.

Max Planck Institute. (2015). Website. Online Social Networks Research:

http://socialnetworks.mpi-sws.org/data-imc2007.html

Netbase. (2015). Website. http://www.netbase.com/innovation-2/brand-

reputation-social-listening-can-make-break/

SPSS. (2015) Website. Data Collection Tools. http://www.spss-

tutorials.com/spss-what-is-it

APPENDIX

SPSS: Data Collection Tools – Overview Main Features

Now that we have a basic idea of how SPSS works, let’s take a look at what it can do. Following a typical project workflow, SPSS is suitable for

SPSS – What Is It?

Week8Assignmenttaskstakeholderinfoandsets

Leave a comment