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Introduction

The world is in the midst of an all-purpose technological revolution based on management systems related to economy and event. The macroeconomic benefits of the event management based revolution are already apparent in some economies, especially the United States and United Kingdom. However, it should be mentioned that historical experience has shown that such revolutions have often been accompanied by financial booms and busts, and the aspects of event management in respect to social events, especially in UK has been no exception. But, while spending on social events is likely to remain stable in the immediate future, as past overinvestment unwinds, the longer-term benefits for the global economy are likely to continue, or even accelerate, in the years to come. While technological and management formulation change is an ongoing process, there are periods during which technological and management progress is especially rapid, resulting in new products and falling prices of existing products, in this case the footfall of social events, that have widespread uses in the rest of the economy. Such periods are generally identified with social event management revolutions. Earlier examples include textiles production and steam power in the industrial revolution, railroads in the nineteenth century, and electricity in the early twentieth century (the automobile could also be included, but its development was relatively gradual). The effects of such revolutions have generally occurred in three (often overlapping) main stages. First, technological change raises productivity growth in the innovating sector; second, falling prices encourage capital deepening; and, finally, there can be significant reorganization of production around the capital goods that embody the new technology. (Manning, 2003)

The growth of the social event related management sector in the 1980s was an important development for the economy, but it spurred relatively little policy or media interest. True, social event related management sector was recognized as a driver of comparative advantage for the US and the UK and there were a few initiatives involving industrial policy, social event related management sector was of interest primarily to specialists.

A unique confluence of forces certainly came together in the 1990s: rapid technological and management advances in the theoretical and implementation sector; widespread recognition that event management could be used to comparative advantage as well as process it; the rapid spread of a simple, inexpensive, and powerful wide-area active network based on non-proprietary standards; and financial institutions ready to fund investment in advanced management systems. These forces led to very rapid growth of the social event related management sector. As parts of the firms and consumers in the economy flocked to the new social event related management sector in large numbers, it became evident that social event related management sector and development of market segment of the subject required serious attention as there were high potential of the development in this sector. This is where analysis of social condition regarding social events in UK comes into discussion. (Reuvid, 2005)

In this context it would be relevant to mention that in contemporary extremely competitive and cost induced market economy, maintaining a ready for action benefit by becoming a low cost or a differentiator puts a heavy effort on having highly dedicated marketing plans. Competitive advantage is not merely making distinctions between a product and service or in becoming the low cost but in also being proficient enough to tap the company’s exceptional skills or core competencies and speedily respond to customer’s requirements and competitor’s processes. Competitive advantage lies in management’s aptitude to merge corporate-wide technologies and production expertise into competencies that give power to individual businesses to become accustomed with rapidly changing opportunities. Thus it becomes necessary for the organization to understand that any advantage related to event and its management mechanism becomes the competitive advantage of the organization and Market development plan for any organization becomes a very important aspect of that event management measures and its implication in the social arena. (Tyerman, 2005)

Another effective market segment in terms of social event related management sector in the context of social response is the aspect of public safely. A large number of factors pose threat to human life and create a feeling of insecurity among population, resulting in disruption in personal and social life. Public Safety is the concept of governmental organizations concerned with protecting their citizens from all kinds of threats. The term ‘public safety’ covers different aspects of protection of the general population. Some of these include Protection against Accidents and Trauma, Protection against Crimes, Protection against Natural Hazards. But area where homeland security is concerned is Protection against Terrorist Activity. It should be remembered that the disaster of 9/11 took place when the terrorists took advantage of the American social way of life where the number of domestic frequent fliers are high enough to suffer a low security system. The same is true about London underground rail blast. In both the cases the terrorists took advantage of the counties’ way of social life and it would be impossible to alter this way of life putting security as an alibi where the menace is basically organized by a fundamentalist motive. (Pacione, 1997) No country should rupture ever under such motives. It is not really an obvious practice to regard the civilian population within the parameters of agents of a security organization but given the fact that damaging activities are on high mode of action from parties with ramifying interests the authorities is in no position to overlook the issue lightly. As a result the next level of public safety and homeland security needed a better look. For the purpose as a civilian, one has to be burdened with keeping vigilance over people and situations that may be the sign of an impending disaster. There are several situations that demand suspicious attention like keeping notice of an unidentified person loitering near a facility for an unusually long period of time or one has to eye a dubiously dressed individual, especially an over-clothed figure that is wearing long and heavy clothes in which something threatening may have been concealed. There are also situations when someone is asking individual specific questions about sensitive issues, e.g. security matters or a stranger is found engaged in surveillance of a facility i.e. doing photography, sketching, or video recording of some of part of a facility. Alarm should also be raised when one finds a stranger trying to enter a facility by claiming to be a technician, officer, or contractor etc. or an unidentified person is found taking some form of property from a facility or office. Other relating situations may include circumstances when any stranger tries to place something like a package or suspicious object outside a department or facility building, find a waif like a backpack, container, or box etc. in some part of a facility or any suspicious item (even if appearing harmless) lying in some part of the building or outside it. It is obvious that under all these circumstances the best measure would be to monitor all movements with the help of CCTV and it is the responsibility of the event management team to install these to ensure the security in such social events. (Powell, 2004)

Aim

The main aim of this dissertation would be to analyze and evaluate the social impacts of events on the host communities. There have been numerous research papers that have discussed other impacts such as political and economic impact of events. Methodology and literature review in this regard would be carried out in order to evaluate three “UK” social events in different regions of London and they will be compared with each other. The events will vary in size, audience and theme. To analyse the events, questionnaires will be used to gather key primary data amongst participants in each of these 3 events. The questionnaire will be used to measure the perception of the participants and the residents of the communities in which these events are being held. Organisers will also be interviewed to determine the results and objectives that were achieved by the hosting of the events.

Objective

The objective of the paper would be specific yet wide spread. Out of the several related itineraries of the paper it would be specifically noted that stress is given towards identifying potential effects of the 3 social events in the social context in London. Alongside it would also be formulated to identify Key Consultants within the social events and their effects as a whole. Market trends and growth would be analyzed closely and evaluated accordingly to estimate the overall potential of the events. It would also be seen that proper emphasis is provided about the research entry barriers to English market and how to penetrate. Lastly, the compilations of database of market sector would be made along with proper notes that would identify head of events ad its social fall outs and provide the estimated details.

In this context it would be relevant to mention that marketing is one of the most important aspects for a business to grow and from a managerial point of view it is the most involved factor in the aspect of business development. This is a market research and business development project where the research would be able to contribute based on the experience and learn from the process. The objective would be based on the opportunity of primary research on the market and obtain real world information through interfacing directly with the client organization and its customers. (Prawer, 2005)

Event background

Three social events are taken into consideration for the purpose of study. The first one is Booknow Literature Festival and it takes place every year at the month of November. This is the sixteenth year of the event and it is extremely popular. This is a social event that can be visited with the entire family as there is every thing for everybody in the family. Noted writers visit the festival and one can actually start a conversation with his or her favourite author or can simply have a nice time together with the family.

Tower Hamlets Black History Month is the second important social event of London for the research work. It took place from 29th September 2007 to 25th November 2007 at the many venues across Tower Hamlets. This is held in commemoration of the slave trade abolition. This is a fixed fixture and it should be stated that this social event is a very important event in London’s calendar. People visit in large numbers and it is sociologically very fruitful for research.

The third social event is a cricket match at Lords. This is chosen to provide a variation to the parameters of social events covered. As it is cricket, thought not the most popular sports, can be a good crowd puller and provider of entertainment. This event attracts a wide range of population from the various section of the social segment thus making it a very interesting event to cover from the parameters of sociology and this research.

Literature Review

Literature in the realm of research performed on the advances in sales and marking and their use would be quite numerous and diverse in their content and methodology. In the different separate studies located, only few would have spanned a time period beyond a decade. The majority of research pieces which focus on the inclusion of theoretical and technological advances in the social parameter process would actually focus on the overall market segments through fundamental social levels. The fact that there are not very many advanced research items specifically directed toward social events specified in UK would be the main focus of this dissertation.

It can well be stated that social events specified in today’s world are an extremely important factor for any individual or social establishment. This is where Social events of UK come into play. These events offer various modes of social systems related to CCTV based primarily on the developments of dynamic and ever changing society. They negotiate the social developments well enough to formulate systems that would help the researcher to monitor the needful areas. The basic concept of the events regarding their market structure is to become the leading supplier of materials. Alongside, it is the mission to become the best possible that would be responsible to employ every arrangements of events that would be at par with the satisfaction limit of the most demanding customer. Similarly, Social events of UK hold its belief to become the most developed sector in the perimeter of social entertainment. Alongside, the organizers want to become the leader in the area of installation and support of integrated event with a commitment to total customer satisfaction. Broadly speaking the organizer’s concept of business is based on these firmly stated principals.

The most effective method of discussion and understanding the multitudes of studies conducted on social context inclusion of theories and technology would be in the fact that we must first divide the process into manageable segments. These segments are self divided within the research itself. Those pieces include divisions between retailers, wholesalers and manufactures and through corporate operations. The vast majority of the literature would be concentrated from the year 2000 through to the present, more than likely as advances in social and other electronic technology has managed leaps and bounds in both affordability and availability. This is especially true for markets across the country and there is no reason why it would be not applicable for the southern market segments and thus directly relate to social events specified in UK. The several research pieces brought into this literature review would in fact be between the years 2000 and 2006 and would focus on the ability for social events specified in UK to enhance sales and marking in a variety of sales and marking settings in general and specifically on the industry of security relating to Social events of UK. One recognizable difference would be in the fact that literature which remains in the time span since the turn of the century would in fact be the speed, the accessibility and the overall development of systems and the internet itself. These elements, as they become more and more integrated into daily life outside of the consumers must be both understood by management and integrated into their sales and marking processes and procedures to keep the potential customers as well as the managements current in their information capacities. Furthermore, it can well be said that the purpose of this literature review is to provide evidence of prior research managed in regard to sales and management strategy relating to the movement of social events specified in UK. This is to assist the researcher in informative matters for understanding positive and negative aspects to the use of social events from the perspective of the potential consumers or visitors. It also provides aspects of security measures related to social events and its use including probable annual charges, installation, maintenance and up gradations whether in the hands of manufacturers, retailers or wholesalers. This exploration of literature provides a broader examination of each of the aspects that concern security system by the help of social events use and abuse by consumers or visitors from sociological parameters (Banyard, 2005) and thus it would be more relevant to analyze and evaluate the potential of the events with effective market penetrative strategies as specified in Banyard’s Ethical Issues and Guidelines in Sociology.

One of the most valuable texts for this literature review is Michael Hutt and Thomas Speh’s Business Event Management: A Strategic View of Industrial and Organizational Markets. This is a very important piece of text because it deals with the various aspects of marketing perspectives of social events that are the most relevant feature of the dissertation. This book not only analyze and evaluate the marketing perspective of a given market segment but also deals intricately into the parameters of the consumers and especially the notion of the social context. This part is very relevant to the topic as the Social events of UK require deep insight of consumer perspective on the product as a potential consumer or visitors. Furthermore, this book presents a wonderful overview of the marketing strategies in terms of the control of the business. This is important because it is not only important to penetrate the market and occupy a proper market segment but it is more important to sustain it and set momentum to the procedure for a long term benefit. Another very important aspect of this book is its deep understanding of the management of selling functions relating to personnel under marketing communications of business. It presents a thorough insight of the subject with several essential and important models that are important for sustainability of the business along with its social implementations. This part not only incorporates the customer relationship within the management system but also provides enough evaluation of the strategic approaches relating to deployment analysis. Thus it can well be mentioned that this book by Michael Hutt and Thomas Speh presents a wide range of information on the aspects of management of sales forces and it is an invaluable source of information for the study in connection to event management and social events of UK. (Hutt & Speh 2001)

While Michael Hutt and Thomas Speh’s text is more general principals of marketing techniques Urban Geography by Tim Hall deals directly with the social events. It is true that the book mainly deals about the social events of the United States but it is relevant for the study simply because it provides a thorough insight story about the market segment of the social events and security services in the US. It can be stated that though the market of US is different from that of the market segment of the UK there are certain principals that stay true under all conditions. For example the operating result of a certain product can be translated into an alien market if the variables are taken well into consideration. Similarly, the security principals of the US can well be utilized for the UK markets too. (Hall 2006) However, it can well be mentioned that the element that was lacking in Hall’s book can be complemented with Michael Pacione’s Britain's Cities: Geographies of Division in Urban Britain. Though this book is not very recent, as it was published in 1997, it is a very important text in the aspect of analysis of the demographics of United Kingdom and the implementation of sociology. This book is specifically targeted towards the different aspects of social system and a complete evaluation this book would enable the study to understand the various aspects of social events. (Pacione 1997)

Thus once the social events of the Southern Regions of UK is evaluated and understood it becomes important to understand both the organizers’ and customers’ perspective of this form of social event to indulge into the characteristics of sociology as this would help the study understand the inner formulation of the system and help the study to incorporate better and effective manner. This is why it is necessary to use the information provided by Porges and Barrie in their book Design of Social Principal. This is one of latest publications incorporated in this literature review and thus it is able to provide the latest development and application related to the social context. (Barrie and Porges 2005)

Harinarayan Kumar’s Win Some, Lose None: The Approach of a Successful Salesman presents a thoughtful strategically formulated book that deals into the aspects of Social context versus Consumer Goods Markets with subsequent ethical values that lead to the better understanding of a given social event. This book is well illustrated with several graphs and data that are essential for any case study. The author also looks into the different variables of society including research and development and cognitive manufacturing techniques. The approach of the author is somewhat very aggressive and few of the models of consumer relationship could be termed as detrimental in the realistic world. This is because the author assumes too many variables to be favourable for the seller and much less variables are aligned with the consumers and the greater aspect of the society. As a result of this assumption the end result can be flawed in the material world and the cut throat competitive market. An aggressive marking can well be capable of loosing the competitive advantage in a true competitive market structure and provide a delicate definition of the social variables. However, it can be always stated that with proper and intelligent use of the formula used by Kumar the best can be obtained out of these aggressive procedures. Nevertheless, it can always be stated that the book is quite important for the study because it is able to provide a huge amount of data and information related to social events and building business relations. Furthermore, this book sets a well organized value structure that should be incorporated within the minds of the potential customers or visitors. This is an interesting approach of social science and this model can well be incorporated within the determining strategy of the social events. Another important aspect of Kumar’s book is the discussion of working relationship under the parameters of cross function. This includes compatibility, responsive behaviours and methodical communications of social respondent. This part is very interesting can well be used in the study. (Kumar 2005)

It would be relevant to mention in this context that the information and information systems are significant assets vital to supporting the operations in a social event. Thus it is essential for the social events to recognize and protect these assets. This is where, from the physical and visual perspective of the social measures and it becomes more applicable. This social system enables the management to survey and protect physical areas in and around the institution and thus help the organization to protect its vital assets. Organizations all over the world are discovering ways to perk up operational competence and service to customers by proper and extensive applications of social system related to society, which usually encouraged new social contemplations. Organizations have realized their capability of exploiting information technology will contribute in providing them a considerable competitive advantage. In this regard, in several organizations social issue related to social events is more and more being considered as an enabler, an essential step in extenuating the risks related with new applications and safeguard of organization’s computerized data. As a consequence, social is considered as a significant component in enhancing business operations by generating opportunities for using social system related to social events in ways that would not otherwise be possible.

Organizational social control related to social events concentrates on the requirement for a sociological framework that creates, maintains, and administers the social infrastructure, together with the management social forum which endows with a multi-disciplinary committee set up to discuss and broadcast social issues related to social events all through the organization. The authorization processes ensure that social contemplations are evaluated and endorsements obtained for new and customized information processing systems. The specialist information system maintains associations with independent specialists to gain access to proficiency not available within the organization. The independent review mechanisms within events allow independent evaluation of social effectiveness related to social events. The third-party access mechanisms are applied in the organization to administer third-party contacts within the organization based on business necessities. The organizational outsourcing provision should meet comprehensible contractual social requirements and its application related to social events. Companies should educate new employees in social concepts and trends in social to improve their knowledge of social issues, trends, and techniques associated with the integrity, confidentiality, and accessibility of information resources on social systems related to social events of an organization. Dealing under such parameters, the text by John Hood by the name Event Management systems would become very important article to evaluate and analyze the current as well as the future trend of the industry in relation to society.

It can always be stated that events should make available to its employees the base for applying best practices to the social requirements of an organization related to social events. The employee educating procedures should include lecture, discussion, and exercises to help the employees in improving their understanding of the predicament of securing organizational information in the vibrant environment that has been created by global connectivity and social related to social events. The companies should inevitably provide education in social concepts related to social events and trends in social system to employees like administrators, network administrators, social events systems social officers, social events systems social managers in government or private sector organizations, policy makers, systems engineers and systems developers, who are directly responsible for company’s physical and visual social and progress.

The main objectives behind event’s policy of educating employees in social concepts and trends in social is to enable its employees to recognize the challenges of protecting confidential information of the event in a global, dynamic networked systems environment, to recognize the range of weaknesses and intimidation to which an organization's information resources may be exposed, to build up strategies and capital in order to deal with information social tribulations in relation to social events, to identify practical measures to protect and improve the social position of the organization, to suggest ways to improve promptness within organization to take action to and pull through from social incidents. The most relevant text to be considered in this respect is Davis Lamb’s Cult to Culture: Development of Civilization on the Strategic Strata. This book not only identifies the importance of education and up gradation among employees but deals deeply into the various marketing aspects directly related to social events and social systems. It provides a logistical management framework that is mostly applicable in this context. It also looks into the various aspects of e-commerce that could serve as the future of marketing strategy of social events of UK. It also includes the aspects of supply chain management frameworks that are directly related to the social industry in the sense that lamb presents a model that is interesting enough as it incorporates all the critical ingredients of a chain management format through the use of partnership formulation. It also indulges deeply into the parameters of marketing strategies in the context of relationship marketing and connector indices in relation to seller and buyers. (Lamb 2004)

The most important aspect of Charles Manning’s Principals and Practices: Society Today that can be used in the study is the variables of consumer decision from the parameters of social principals. Here the prime discussion is about the approach of consumers towards the product in this case- visiting the event. When businesses use social services related to social events they have the ability to accept the loss of privacy and confidentiality by some degree. However, when businesses have access to social services they will also include the services that enable acceptance of shifted ethical values. This is the service providers’ job in accordance to manning that the business is completely convinced with the price of ethical shift and it should always be remembered to indicate the profit evoked by the use of social system concerning social events in general. The major part of this book is related to the ethical issues and consumer decision making principals it is evident that the topic should incorporate the better part of it as dealing with these essential aspects of the social events of social events of UK. (Manning 2003)

Managing Society: A Practical Guide to Protecting Your Family by Jonathan Reuvid is one book that is directed towards the present welfare and possible welfare of business by looking into the aspects of wide range usage of the social events in business. This again is a latest book and provides a good outlook into the business of social system related to social events and thus would be an invaluable text for the preparation of marketing strategy for social events of UK. This book considers all possible aspects of social including manned guarding, access control, and alarm system with much needed information about updating, upgrading and reviewing related to social events. (Reuvid 2005) It could be well mentioned that there is another text in the same line of processing the information regarding social events and the marketing aspects of it. This book is called Building for the 21st Century: Society, Energy and the Environment and is written by Donna Sioros but it should also be mentioned that this is comparatively as older text and the lack of further editions results in the lack of updated information on the subject but nevertheless this book is an important book in the context of business to business logistic services and some information can well be used in the study. (Sioros 2000)

Birth of Society: The Evolving Intelligence, Part II by Michael Powell are a text that deals with the aspects of social events and its impact on the society by providing individual examples in form of case studies. In the context of social system Powell mentions that there is one question that the consumer all must ask themselves and that question is “should participate for a social events related social system?” The answer is yes one should apply for a social events related social system because if one don’t have any social events related social system the business will not be able to get the extra social that is provided by an enhanced secured system and when the time comes a business will be able to get itself in a better competitive scenario once the social measures are flawless and well placed. So, when a business asks itself about the implementation of social events related social system the answer is yes. Applying for a social events related social system is as simple as 1-2-3 and that is because the only thing that any business must evaluate before incorporating social events related social system is the cost effectiveness and the utility gained by the usage. Thus with the social events of social events of UK the major aspect that should be considered while penetrating the southern market segment in software related social system is its cost effectiveness in terms of utility gained by the customers. Thus Powell’s study related to social events and social indicates that the case studies must incorporate proper cost effective modes from the perspective of the customers. This model is extremely important for the study and thus can be used in the study with great success. (Powell 2004)

John Tyerman’s chapter 3 of his book Invention of the Crusades: The Aggressive Approach of Social Construction is dedicated to the industry of social events. He indicates that to survive in any industry it is important to formulate a specified marketing strategy for the company and to formulate this strategy the company or the stake holders of the company needs some back ups or raw data to work upon. The most important of these data are the demography where the organization deems to operate, the current market trend that the company must follow, the possible market penetration and lastly the potential sales revenue. He also mentions that the demography of the organization should be virtually pre set and pre determined. This because not in any consequences could the company along with its cost and market activities could be regarded as a genuine mass puller. This is in the sense that a limited amount of people would opt for a technology based social system at a higher cost. However, this could be altered by formulating a clever campaign whereby the perception of the general people towards social would be changed. It could be stated that the impact of technology is showing with the advent of internet and its output of online shopping trends. But in the same context it should be remembered that this trend should be utilized by a conscious and growing concern. It is true and it is very relevant to state that owing to a long term plan of success a company like social events of UK should make it a point to be noted and try to stay ahead with programs that may well result into formulation of strategies that would ultimately lead into a higher curve of success. To achieve this targeted result social events of UK must not ignore the current trend of online marketing and stay at par with the other leading companies. To achieve this it would be necessary to formulate a highly structured site that would induce the customers to login into their site and excel social events of UK’s productivity. Another common perception of the industry is that the increase in prices would ultimately changes in consumer demographics. But this is not exclusively true. This is because there may be a section of population that would tend to break away from the usual preference with insignificant rise in expense but these group of the population is always tentative and there is a chance that they hardly exhale any loyalty whatsoever towards any specific company. (Tyreman, 2005)

Herbert Prawer’s Birth of Society: The Evolving Intelligence, Part II is a similar text on social events related social and it deals deep into the subject. Prawer indicates that for social penetration in an event segment it is important for a long lasting organization, social events of UK in this case study, as market penetration should not appear to be such a problem apparently but to survive in today’s world of open competition market structure a company must be able to formulate the latest possible ideas that would lure the clients and open the perimeter of their market segment. It could also be stated in this context that the perception of social system has changed with time, today muscle power replaced by application of technology, and the social companies with entire satisfaction of their clients utilize the facilities completely. In this regard, social events of UK have the potential to become the undisputed market leader in near future. However, it can also be stated that this book also looks into the aspects of cultural differences of the customers and the specific approaches in context of cultural demography and difference of need and approaches evolving out of it. (Prawer, 2005)

Thus it could be ascertained that the focal point of this paper is to present a literature review for the project relating to the sales and management strategy relating to the movement of social events in the southern market segment of United Kingdoms. In this review, analysis would be done on the role that the sales and management strategy, both historically and in the context of contemporary society, in the context of the topic selected. In addition, analysis would also be done on the ethnic and cultural diversity, and legal and ethical considerations that relate because the aspects of social certainly stand on the edge of privacy and confidentiality. Lastly it would be looked upon to identify the common trends in the social and management strategy of behaviours of potential customers that appear in the literature. The literature would be used to demonstrate the importance of the topic to field as a whole.

Research Methods

One of the primary ways in which marketing is defined is in terms of its difference from the so-called ‘pure sciences’ such as physics, chemistry, biology etc. Its use of theory and methodology is, therefore, closely related to this distinction. Academics of marketing often emphasize what too many of us are utterly obvious, that there is no certainty in the study of marketing sciences. This is because marketing not only deals with fiscal variables but also it deals with humanity, which is inherently transient. Taking this element of transience into consideration marketing scientists has to use not just quantitative but also qualitative methods of study. For this study of event management of social events in UK both the methods would be used.

A Qualitative method of study differs from the usual quantitative methods (used in the study of pure sciences) in the sense that it tends to be far more subjective. This is in sharp contrast to the methods used in pure sciences which are exclusively objective. The research methods for marketing are a combination of both quantitative and qualitative methods. Being open to qualitative methods of study also allows social scientists to incorporate non-quantitative data (i.e. non-numerical data, such as words, images, gestures, impressions etc.) in their study. Since human beings tend to operate in terms of such data and not in terms of the terminology used in ordinary sciences this broader outlook is far more applicable in the study of social sciences. In keeping with the methodology employed in marketing researches the theories too are formulated and used keeping in mind that they aren’t necessarily applicable to all conditions. Be it psychology, history, political science or economics human events are most likely to influence the rules which define the basic theories of a marketing subject. Success in the field of marketing researches can therefore be achieved if and only if it is understood that the subject has no space or opportunity for water-tight methodologies or theories. (Sioros, 2000)

It can always be stated that Qualitative research is a process that includes interpretative paradigm under the measures of theoretical assumptions and the entire approach is based on sustainability that is depended on people’s experience in terms of communication. It can also be mentioned that the total approach is based on the fact that reality is created on the social formulations. It can also be mentioned that the basic target of qualitative research is instrumented towards social context under normal circumstances where it would be possible to interpret, decode and describe the significances of a phenomenon. The entire process is operational under the parameter of interpretative paradigm that can minimize illusion and share subjectivity under contextualization, authenticity and complexity of the investigation. (Rigby, 2005)

The basic advantages of qualitative measures are multifold. Firstly, it presents a completely realistic approach that the statistical analysis and numerical data used in research based on quantitative research cannot provide. Another advantage of qualitative measures is that it is more flexible in nature in terms of collected information interpretation, subsequent analysis and data collection. It also presents a holistic point of view of the investigation. Furthermore this approach of research allows the subjects to be comfortable thus be more accurate as research is carried on in accordance to the subject’s own terms.

Methodology

The best statistical method would be to interview long well formulated day to day working procedure at a specific and well selected location and in this case it would be the three selected events mentioned. Throughout the procedure, it should be noticed whether there are specific variables within the testable population or not. These variables would be extremely important while evaluating the basic data in the final stages where the adjustments would be made to the formulated data in accordance to the observations. However, it is important to completely take into account the aspects of fundamental variables of an individual such as ethnicity, religious belief or positive support from the sales structure of the management and individual.

It is necessary to design a new experiment that test the statistical method. For the purpose it is necessary to collect a complete data of the site that would include different religion, ethnicity or gender. An open meeting with potential customers of the event management of social events in UK would be very relevant in this context but only the upper income limits should be taken into account in the initial stages. This is because only upper sections are the groups that are most likely to be present at the event management of social events in UK. The mixed gender of male and female potential customers could well be excluded as that would complicate matters in the context of gender variable juxtaposed with other pre mentioned variables but considering other dependable factors sustaining it would yield to be fruitful in the long run. Data would be collected in relation to the gender, colour, and religion of the potential customers in respect to the composition of the management under the same parameters. Furthermore, the favourable conditions in the context of experienced customer response would also be accounted.

All these variables are considered as very relevant and important features of the statistical method and it is to be seen if these aspects are fundamentally acceptable in practical world and it could well be mentioned that service, especially event management of social events in UK, are a very relevant manifestation of the social dimensions. As a result if the test is carried out in a proper manner with proper calculations of the population involved then there is no reason that the results would be both logical and true at the end consideration. (Arthur, 1997)

In accordance to the basic test selected it could be stated that it could be possible that the outcome would be relatively logical in the sense that it would ultimately follow the trends of social facilitation theory in marketing and thus it would be agreeable with the statistical method and thus a well formulated marketing strategy can be constructed for the benefit of the event management of social events in UK. However, it should be stated that there would be few independent variables in the context of the test that could not be explained by the statistical method statements. Here the ethical consideration of the potential customers or the ethnic background of the potential customers may not be a very relevant factor. Thus there could be some flaws to the collection of the population but if these aspects are kept in mind then the shortcomings would easily be negotiated during the ultimate computations. As a result the test would appear to be a full proofed measure that would be able to define and prove the fundamental aspects and statistical method applied. (Carrigan, 1997)

However it could be stated that the most basic distinction is between a quantitative or qualitative evaluation. In a quantitative evaluation, the purpose is to come up with some objective metric of human performance that can be used to compare interaction phenomena. This can be contrasted with a qualitative evaluation, in which the purpose is to derive deeper understanding of the human interaction experience. A typical example of a quantitative evaluation is the empirical user study, a controlled experiment in which some hypothesis about interaction is tested through direct measurement. A typical example of a qualitative evaluation is an open-ended interview with relevant users. As a result this method would be used widely.

As descriptions of statistical methods that will be used it could be stated that in order to isolate the results for this particular study, only a survey questionnaire done would have been utilized. These questionnaires would be delivered to potential customers and retailers along with the administrators of the events. The results were divided into these same categories to ensure validity and reliability. General information in regard to identifiers was utilized in order to ensure that there would be no bias. This information provided the researcher with a more clarified view of perceptions in regard to the possibility and impact of economic, social and market penetration in the event management of social events in UK. (Yin, 1994)

The objective in this study was to see the possible effect of the event management of social events in UK. The study would in fact be balanced in its validity and reliability by results in questionnaires delivered. The objective would be to discover whether a prior knowledge of management of market segmentation would be beneficial or detrimental toward the company and their understanding of the use of strategies as marketing tools. Data would be gained from a specific area for ease of accessibility and for targeted accuracy lending reliability and validity to the research process.

The variables involved would also include age groups, amount of education, and understanding of security needs and responsibility. Other variables may be inclusive of the economic standings of the potential customers of the event management of social events in UK along with the same standings for the customers at the edge of the market segment interviewed. A third series of variables includes the types of studies that are managed and the cultural background of the customers at each of these areas. The research paradigm considered by the researcher in regard to this work included the consideration of groups and how strategically developed planning would target them. These considerations included in management and how the different respondents would in fact classify usage of event goers. (Kotler, 1999)

The data for this work was managed through a single questionnaire handed out to potential customers of the event management of social events in UK. The researcher utilized gender identifiers and numbers or letters to separate each questionnaire for validity and reliability of results and to ensure bias reductions. The questionnaire is located in the Appendix section for understanding of the questions. Each question had either a yes or a no answer or followed positive or negative reactions to certain questions. The process to deliver and collect these questionnaires would be spanned around approximately two weeks.

The data sampling would be randomly managed utilizing stratified means with thirty-seven questionnaires completed by both male and female potential customers. The choice to use potential and existing customers alone in this research was made for three reasons. First, it was far simpler to have access to customers in regard to the researcher’s availability. Second, the focus itself is on customers’ attitudes and understanding of the gadget. Third, the quantification of such information allows the researcher to gain a broader perspective on how customers observe and realize the validity and reliability of information received from a variety of sources and how they apply it to daily life in terms of events. (Mason, 1998)

It should be noted that reliability for the researcher was achieved in the assurance that only a specified group of men and women were utilized in regard to the research. That group was focused mostly on customers and retails along with administrative personnel. This gave the research a more focused view of the research goal. The validity was managed as a result of this focus and emphasized in the considerations involved in the data collection, variables, and sampling methods. Privacy and confidentiality methods included assigning numeric and alphabetic coding to each responding questionnaire. This ensured anonymity in regard to the researcher and the subjects of the research process.

Thus the most important objective of the interviews regarding this study concerning the market segment of event management of social events in UK would be building an impact regarding the profitability of this market for the stakeholder. As a result the study would feature qualitative interviews of personnel and personalities that are well known to the arena of marketing and a huge amount of potential customers who would provide complete views of their needs through as series of open and close ended questions.

The interviews and questioners would certainly include the Administrators, Managers, marketing experts and Scholar, senior managers and obviously the potential customers of event management of social events in UK. The involvement of the administrators is a logical conclusion as this is the main stronghold that would be able to render the impetus of the market with his valued opinions. It should be noted that the interviews of the organization managers would be very helpful as they are the personnel who directly understand the ground reality of the nature and feasibility of the game plans established in the market segments of the event management of social events in UK. Marketing and event management scholars and experts are also important for the basic strategy development these are the people who would be able to provide the theoretical framework of entire project. Interviews of the senior administrators, Journalists and retailer are very important because not only these people are well respected and their words highly valued, these are the people who are able to influence the structure of the event management of social events in UK with their experience and insights. Lastly, interview would also be taken of experienced and potential consumers because they are the key objective of the entire scenario and these are the people who would actually present the objective of the market and would be instrumental directly to make the market worth venturing. (Mason, 2002)

To sum it up it should be mentioned that the methodology will involve client interviews, client’s strategic customer interview, event records, secondary research through the Internet and university database, it will also use strategic analysis tools for development of the marketing plan. In this context it should also be mentioned that the purpose of the project is formulated in a mutually beneficial way such that from an academic perspective there would be a huge gain in the context of valuable experience, and simultaneously add value by providing insights as well as a fresh & objective outlook on any matter relevant to the organization. (Mintel, 2000)

Limitations

However, it should be mentioned there are certain limitations of the study. A number of people (usually senior administrators) may also insist that the consumers have no contribution to the issue. Many of them may think that consumers come into the working formulation only during the advertising scenario and never in the development plan of the marketing procedure. As a result they do not use the requisite strategic management techniques or adaptive methods that need to be exercised while developing a study such as this. However, it creates a void in the test as this limitation can be overcome by taking the subject into better mode of confidence. However, at the same time, it should also be noted that there are certain limitations regarding the methodology of the interview aspect. It could be mentioned that past history has shown that it is not always people revealing a context in a survey or interview holds much truth in the long run in general sense. This is one variable that is able to corrupt any well formulated strategically set formulations. But this again is a possibility and not the general rule. At any case it should be noted that all steps would be taken with utmost care so that such variables are not allowed to upset the basic test of market segmentation beyond a certain permissible limit. If all these parameters are well implemented there could be no reason why a long term strategy for operation in a full length marketing penetration and procedure cannot be established

Findings

Analysis of information in regard to research managed by the researcher must include complete and full understanding of the questionnaire. This understanding focuses in the use of the questionnaire created specifically for this process. It is the considerations realized within the questionnaires, no matter their simplicity, that will focus considerations in later chapters of this work. Within this section of Analysis and Findings there will be measurement of all responses in regard to the questionnaire.

Analysis strategy included a full series of statistical diagrams of all information collected including positive and negative responses, gender variations and marital status. This strategy provided the researcher with a wider spread for the conclusions that became evident in regard to the researcher’s focus. This information was broken down into specific charts for the benefit of visual context. The visual context provided insight in regard to perceptions of credit use and considerations by collegiate consumers in regard to financial planning and execution. These perceptions and considerations provide the researcher with evidence to support the hypothesis made in that there would in fact be adverse affects in the abuse of credit and that the use of credit, if not held in check, could in fact have auxiliary outside influence on other portions of daily life for collegiate students and perhaps for those outside the realm of studies.

The researcher held awareness of the potential for study in regard to the social events and their use through many methods. Those methods include observation, interaction and extensive research. The awareness of the media discussions of men and women and the similar studies within this idea would in fact have influenced the choice made. The choice of analyzing how population amongst this particular social event population would in fact consider their social use and knowledge allows for a singular perspective isolated from the more broadly painted view including financial advisors, professors, families and more. The focus itself was on the social events and how they absorbed this information from the various resources available before applying it to their personal decisions.

Overall, the respondents to the questionnaires provided insight in regard to how many individuals are learning more and more about social events management. The understanding of this information gathered is proven in the statistics within the questionnaires that were completed and submitted. The research found that all respondents understood the material being requested and filled the questionnaires accordingly in timely fashion. This information was then examined thoroughly for consistency and validity. The researcher now understands that there is a great deal of diversity in the understanding of financial matters based on how those financial matters are taught to individuals whether through personal research, a parent, a bank representative, friends or other family members. The number of participants who pursued avenues toward understanding was surprising to the researcher in that there were far more to ask advice and to heed initial learning methods in regard to financial stability and concerns.

Data Report and Analysis

Information from the interviews will be classified into meaningful categories, which can be derived from the objectives and the literature. In using this categorisation approach, the data can be ordered and summarised according to the topic areas discussed and the depth of information attained. This could be done by establishing a suitable matrix and entering the data into the appropriate cells. However, it is essential to ensure that the categories devised are a coherent set so that the analytical framework is well structured and allows for effective analysis. This approach will allow the researcher to identify the most prevalent opinions and viewpoints as well as identifying polarised opinions. The analysis will help to draw out key themes and relationships, which will hopefully establish meaning in the data set.

The key themes from the two types of interviewees can often be compared and contrasted in an attempt to create a clearer understanding of meaning. Lamb suggests that when existing theory has been used to formulate objectives, the theoretical propositions that enabled the researcher do this can also be used as a framework to help organise the data analysis. A clear theoretical framework was not used to establish the research question, although the objectives do acknowledge the relevant theory, so it is possible to use some theoretical framework to assist in the data analysis. The secondary data analysis will be used to support and augment the primary data. (Saunders, 2003)

Recommendation

There are different recommendations possible based on the research carried out.

It could be stated that a social event is a place where the interconnection of the society takes place that is why it is important to get involved as far as possible.

It is important for the organizers to look into the matters related to security as there would be a huge amount of footfall and it is the organizer’s duty to look at their safety.

The business parameters of the event are also relevant in this context but ethical measures are to be taken so that the events do not become a complete marketing gimmick.

It is also a great concern for future researchers to look into similar parameters like social events as there are still many aspects to be evaluated and analyzed.

Conclusion

Conclusions in this research are based only on those respondents managed. These conclusions drawn provide only a small focus on a very large portrait of social events in London amongst consumers or visitors, focusing singularly upon English conditions. Despite the limitations spelled out in the fact that only London social events were considered and they were not divided by age group, only by gender, would in fact provide still an interesting view of event management in regard to the social impact of social events in UK. The research draws the conclusion that the more education in regard to social event the better informed and more meticulous the consumer will manage being. This is an important validation that population who are more informed tend to take better care of their social aspects. The fact that the less informed population would be in regard to social planning the more difficult they find society and families would also be evident in regard to the information obtained from respondents. This also proves an important piece of conclusive validation toward the researcher’s hypothesis.

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