Introduction

The word ‘research’ means to search for knowledge. It is a
vigilant examination or inquiry especially through search for new facts in any
branch of knowledge.

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According to Clifford Woody, “Research means
defining and redefining problems formulating assumption or suggested solutions;
collecting, organizing and evaluating facts making deductions and getting
conclusions; and at as cautiously testing the conclusions to determine whether
they fit the formulating a hypothesis.”

According to M S Sridhar (Head, Library &
Documentation ISRO Satellite Centre, Bangalore), research is-

“A systematized effort to gain new knowledge; a
movement from the known to the unknown”-

o   Search for (New) facts through objectives,
systematic and scientific technique of finding solution to a dilemma.

o   Implicit question + Explicit answer + Data to
answer the question

o   Not identical with commonsense, but systematic,
objective (purposeful), reproducible, relevant activity having control over
some factors.

Types of Research

1. Descriptive – It includes surveys and
fact-finding exploration of different kinds and report of the state of affairs
as it exists at present.                     

2. Analytical – In Analytical research, the
use of facts or information previously available is done by the
researcher and also analyzes this fact to make a considerable evaluation
of the material.

3. Applied – Applied
research aims at finding a solution to an immediate problem in front of by a
society or an industrial/business organization.

4. Fundamental-
Research is mainly apprehensive with generalizations and with the formulation
of a theory. “Congregation knowledge for knowledge’s sake is termed ‘pure’ or
‘basic’ research.”

5. Conceptual-
Conceptual research is that research which is correlated to some speculative
idea or presumption.

6. Empirical research –It relies on experience or examination alone, often without due regard
for system and theory.

4.2 Research process

During the research
the following research process/ steps are being followed:  

1)  Identifying and defining the problem and
research objectives

2) Planning the
research design

3) Selecting
research methods (observations, surveys, experiments, secondary data studies,
and Schedule)

4) Selecting a
sampling method (probability sampling and non probability sampling)

5) Data collection
(primary and secondary sources)

6) Evaluating data

7) Preparing and
presenting research report

4.3 Data Collection Method

There are some methods used to collect or obtain data for
statistical analysis. Three of the most popular methods are:

o   Direct Observation

o   Experiments and

o   Questionnaire Surveys.

Surveys may be administered in a variety of ways, like

o   Personal Interview

o   Telephone Interview and

o   Self-Administered Questionnaire.

To collect the
information for research, Questionnaire Survey method is adopted in which both
open ended and close ended questions are taken.

1)     
Primary data
collected through detailed
discussions with event management companies.

2)     
Secondary data
– The secondary information was collected from
various marketing journals and books on event marketing, sales promotions and
publicity as well as from websites. Daily newspaper reading in order to keep
track of various kinds of events also proved helpful.

 

4.3.1       
Benefits of Close Ended Questions

1)     
It is easier and faster for respondents to respond.

2)     
The answers of different respondents are easier to evaluate.

3)     
Answers are easier to code and statistically analyze.

4)     
The response choices can simplify question meaning for
respondents.

5)     
Respondents are more likely to answer about sensitive
topics.

6)     
There are fewer inappropriate or confused answers to
questions.

7)     
Less clear or less literate respondents are not at a
disadvantage.

8)     
Duplication is easier.

4.3.2       
Benefits of Open Ended Questions

1)     
They are allowed to give an unlimited number of possible answers.

2)     
Respondents can reply in detail and can meet the criterion
and make clear responses.

3)     
Unanticipated findings can be discovered.

4)     
They permit adequate answers to complex issues.

5)     
They permit creativity, self-expression, and richness of
detail.

6)     
They reveal a respondent logic, thinking process, and
frame of reference.

4.3.3       
Limitations of
Close Ended Questions

1)   Respondents with
no opinion or no awareness can answer anyway.

2)   Respondents can
be annoyed because their preferred answer is not a choice.

3)   Misinterpretation
of a question can go unnoticed.

4)   Distinctions
between respondent answers may be hazy.

5)   Clerical
mistakes or marking the erroneous response is possible.

6)   Respondents are
forced to give simplistic responses to complex issues.

7)   Respondents are
forced to make choices they would not create in the real world.

4.3.4       
Limitation of
Open Ended Questions

1)     
Various respondents provide different degrees of detail in
answers.

2)     
Responses given may be inappropriate.

3)     
Comparisons and statistical analysis become difficult.

4)     
Coding responses is difficult to eloquent and highly
literate respondents      can have an
advantage.

5)     
A larger amount of respondent time, attention and effort
is necessary.

6)     
Respondents can be intimidated by questions.

7)     
Lots of space in the questionnaire is required.

4.4     
Problem
Statement

The problem statement is:

1) There are many Event Management Companies in Rajasthan but general
public is not aware about the benefits of hiring an Event Organizing Company.

2) How effective are events organized by the event management companies
at getting attention, creating interest, arousing desire, and getting action.

3) There is gap
between clients’ desired result and actual result of the events which has been
organized by event Management Company.

4.5 Objectives of the study

1)     
To find out the
growth strategies of the event management companies in   Rajasthan.

2)     
To
find a concise overview of the approaches towards managing events in a changing
market environment and summarizes issues of responsibility, sustainability and
quality management within events organizations.

3)     
To study which type
of event is mostly taking place in the state.

4)     
To
identify the opportunities for a person to enter into event management
industry, and to fill the vacuum.

 

4.6 Type of Research

The Research is
Descriptive and Conceptual in nature. 

4.7
Hypothesis

Based on the review of literature, the following
hypothesis can be framed:

H1: There is high potential in event management and customers
are willing to take full advantage from them in organizing their events.

H2: In spite of many efforts taken by the event organizers
they are not fully satisfying the customers. Customers want some more
attractive and reasonable packages offered to them.

H3: Any type of a gathering,
ceremony, competition, convention, happening, festival, media event, party or
sporting event comes under the purview of the event management market. Event
management is quite new in Rajasthan and gaining momentum to creating market.

H4: Rajasthan being rich in heritage and culture
holds plentiful events throughout the year. Due to this factor there are huge
opportunities of growth in this sector.

 

4.8
Sampling Framework:-

Universe – For the proposed study, five Divisional Headquarters were
selected i.e. Jaipur, Jodhpur, Udaipur, Kota and Ajmer.

These five places are selected on the basis of:

Jaipur – Being the capital of Rajasthan, many Events are
organized in Jaipur city

Jodhpur –Wedding Destination and Tourist place

Udaipur –Wedding Destination and Tourist place

Kota – Being an Educational/Coaching Hub, more scope of
Meeting, Conferences and Seminar Events.

Ajmer – Combination of Tourism, Education and Belief on Ajmer
Dargah Sharif and Pushkar, many celebrities visit to this place.

Sample Size – 49 Event Management Companies

Data Collection
Method – Semi-structured Questionnaire
(Both Open Ended and Close Ended questions)

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