XX Commonwealth Games Visitor Study: Visitor Survey Results Report

Annex B: Survey methods and data accuracy

Data collection approach

Visitors were surveyed through a programme of face-to-face personal interviews conducted across the 23^rd July – 3^rd August period at locations adjacent to Glasgow 2014 and Festival 2014 venues.

The survey was undertaken using Computer Assisted Personal Interviewing approaches (i.e. tablet computers), providing benefits in terms of the quality of data collected and reducing interview durations.

Sampling

Survey field work was undertaken across 144 interviewing shifts. Interview locations and timings were selected to obtain a representative sample of visitors at sporting and cultural events, with all having a similar probability of inclusion in the survey sample, whilst ensuring adequate coverage of Festival 2014 locations to allow sub-analysis. The table below summarises the distribution of the final sample of 2,214 interviews.

Table B.1. Interviews achieved by venue and interviews achieved by date

Interviews achieved by venue
Barry Buddon Shooting Centre	24
Royal Commonwealth Pool	45
Cathkin Braes Mountain Bike Trails	21
Celtic Park	16
Customs House Quay	38
Emirates Arena	190
George Square	43
Glasgow Green	289
Glasgow National Hockey Centre	106
Hampden Park	281
Ibrox Stadium	95
Kelvingrove Bandstand	41
Kelvingrove Lawn Bowls Centre	70
Merchant City	128
Scotstoun Sports Campus	193
SECC Precinct (including Clyde Auditorium, SSE Hydro)	534
Strathclyde Country Park	23
Tollcross International Swimming Centre	77

Interviews achieved by date
23rd July 2014	16
24th July 2014	109
25th July 2014	207
26th July 2014	281
27th July 2014	257
28th July 2014	154
29th July 2014	243
30th July 2014	212
31st July 2014	301
1st August 2014	228
2nd August 2014	143
3rd August 2014	63

An average of 15.4 interviews were achieved per shift to provide the final sample of 2,214 interviews with a random sampling approach used to select respondents. This approach provided the most representative sample of visitors at each venue whilst allowing high volumes of interviews to be achieved. To ensure that the selection procedure was random, interviewers were instructed to approach the next person to pass on completion of the last interview. When there was more than one adult in a party, the 'next birthday' rule was used to randomly select who took part in the interview. All visitors aged 16 and over were eligible for interview.

With an overall sample of 2,214, data relating to all respondents are accurate to +/-2.1% at the 95% levels of confidence.

Margins of error relating to key sub-groups of the overall sample are as follows:

Table B.2. Margins of error relating to key sub-groups of the overall sample

Sub-group	Sample size	Margin of error (result of 50% at 95% levels of confidence)
By events attended during Games period
All Glasgow 2014 events (ticketed or non-ticketed including opening and closing ceremonies)	1,897	2.3%
All ticketed sporting events	1,849	2.3%
Festival 2014 events	1,470	2.6%
By place of residence
Glasgow	444	4.7%
Clyde Valley	440	4.7%
Other Scotland	527	4.3%
Other UK	705	3.7%
Overseas	98	9.9%

Weighting and grossing

In the analysis stages data has been weighted to adjust for any variations between the distribution of fieldwork (i.e. where and when interviews were undertaken) and the actual distribution of visitors during the Games (based on event scheduling and venue capacity information).

Final results have also been grossed up so that findings may be presented as absolute volumes of unique visitors attending the Games. A separate note outlining the approaches taken to derive the estimate of total unique visitors to the Games is available separately^[21].

The grossed estimates of unique visitors and number of days spent attending have also been used together with data on visit expenditure to produce estimates of total expenditure.

As shown in the table below, the total spend estimates are derived separately for day visitors and overnight visitors by applying average daily expenditure amounts derived from the survey, applying these to estimates of total visitor days for each group.

For overnight visitors, a distinction is made between those days when ticketed events were attended and other days on the same trip. A conservative approach is taken assuming that money was only spent on tickets for events or other entertainment on those days when Glasgow 2014 and/or Festival 2014 events were attended. However, expenditure on other items such as accommodation and food and drink is still assumed to be similar across all days of the visit.

The table below summarises the data used in the estimation and calculations followed to obtain the estimate of total spend.

Table B.3. Summary of the data used in the estimation and calculations of the estimate of total spend

	Visitor days(m)	Visitor days attending ticketed Games events(m)	Average spend per day on tickets(£m)	Average spend per day on other items(£m)	Total spend on tickets (£m)	Total spend on other items(£m)	GRAND TOTAL SPEND(£m)
	A	B	C	D	B*C	A*D
Day visitors	1.16	1.16	£18	£39	£21	£45	£66
Overnight visitors	1.73	0.62	£49	£76	£31	£131	£161
						All visitors	£228

Glossary

The following terms have been used in this report:

The Games

The overall series of events within the scope of the study, including both Glasgow 2014 and Festival 2014 events and activities between 23 July and 3 August.

Glasgow 2014

Ticketed and non-ticketed sporting events taking place in Glasgow, at Strathclyde Country Park, Barry Budden Centre and Royal Commonwealth Pool between 23 July and 3 August. Also includes the Opening and Closing ceremonies.

Festival 2014

A mix of entertainment, culture and enjoyment in public places in Glasgow during the Games period from 19 July to 3 August. This included the Opening and Closing Celebration events, other activities taking place at Live Zones across Glasgow (including Glasgow Green and Kelvingrove Bandstand) and numerous other organised cultural events across the city including the Merchant City Festival.

Culture 2014

The Scotland-wide cultural countdown to the Games which ran from July 2013 including events around Scotland as the Queen’s Baton Relay passed through the country.

Games time

Period between 23 July and 3 August.

All Visitors

Those visitors who attended the Games (i.e. one or more Glasgow 2014 and/or Festival 2014 events) – comprising the total sample of visitors.

Glasgow 2014 Total Event Visitors

Those visitors attending any ticketed or non-ticketed sport event and/or the Opening and Closing ceremonies.

Glasgow 2014 Ticketed Sporting Event Visitors

Those attending any Glasgow 2014 sporting events which required a ticket.

Glasgow 2014 Non-ticketed Sporting events

Those attending a sporting event which did not require a ticket; that is, the triathlon, marathon, cycling time trial or cycling road race.

Festival 2014 events

Those attending any ticketed or non-ticketed Festival 2014 events, including Merchant City Festival, Opening and Closing Celebrations and Live Zone activities.