ABSTRACT: Numerous special events in Arizona, including the State
Fair, have come to rely on destination marketing firms to provide information
about event attendees. This information is used in planning efforts for
future events. The firms use a convenience sampling method, enticing
attendees to participate with the lure of potential prizes. This study
compared this approach with a random sampling approach at two special
events in Glendale, Arizona. Findings showed that there were significant
differences on seven out of 10 comparisons. Although the firms provide a
cost effective way of gathering data, the findings in this study offer further
support for the use of random sampling and a cautionary note for those
entities that do not