Chapter Three
Research Methodology

3.1 Sampling

The study includes a sample of volunteers from two festivals that took place in London. This city is selected for accessibility reason. The study includes a convenience sample of approximately 100 individuals that is selected from volunteers who offered their services in two different events. The cooperation with event managers was necessary in order to provide email database of volunteers.

3.2 Development of Measurement Instrument

Monga (2006) reviewed the MTV literature and concluded that the majority of literature has emphasized three categories which explain motives for volunteer participation. Material/utilitarian: rewards that have monetary value or can be translated into monetary value, such as wages, salaries, property value, information. Solidary/affective/social: derived from social interaction, interpersonal relationships, friendships, group status and group identification, and purposive/normative/altruistic: based on global concerns of a suprapersonal nature. Appeal to values such as community action and support, civic responsibility and environmental concern (Caldwell & Andereck, 1994). ‘Material/utilitarian’ category is divided into tangible benefits - instrumentalist, and intangible - egoistic.
The questionnaire was developed upon previous studies. The survey instrument includes questions used in earlier research and new questions investigating impact of current economic situation on volunteer motivation. The present questionnaire reflects the most widespread and accepted by the majority of studies items with emphasis on employment related motives.
As a result the motivation dimension used in the current study includes: Career Orientation (8 items), Purposive Motivations (6 items), Interpersonal Contacts (5 items), Egoistic Motivations (6 items). Therefore, the final instrument includes 25 items.
Career Orientation dimension include the motive to enhance career, and to get experience which can be used later in paid employment. The following items measure career motivations:
Volunteering can have a positive effect on my career progression
I want to gain new skills for a future paid position
Volunteering experience will look good on my resume
I want to get work-related experience
Volunteering will help me to succeed in my chosen profession
I want to gain experience that would be beneficial in any job
I was recently fired
It is difficult to find a paid job

Purposive factor represents a desire to do something valuable and contribute to the community and the event. It coincides with Clary’s et al. (1998) factor named ‘values’. They highlighted that ‘one function that may be served by involvement in volunteer service centers on the opportunities that volunteerism provides for individuals to express values related to altruistic and humanitarian concerns for others’. The following items measure purposive motivations:
Volunteering creates a better society
I want to do something worthwhile
I feel it is important to help others
I am compassionate towards people on need
I want to help this event to reach its goals
I wanted to put something back in the community

Egoistic factor is ‘derived from the intrinsic and intangible needs of the ego. It results in enhanced self-esteem by making the person feel needed and important’ (Monga, 2006, p.53). The egoistic motives referred to Clary et al. (1998) ‘Enhancement’, Bang and Chelladurai (2003) ‘Personal Growth’, Saleh and Wood (1998) ‘Egoistic’, and Farrell et al. (1998) ‘Solidary factor’. Saleh and Wood (1998, p.67) pointed out that ‘volunteer participation is driven by egoistic reasons with participants seeming to enjoy their volunteering experiences, and find that it helps them to maintain a positive self-image’. The following items on the scale measure egoistic motivations:
Volunteering makes me feel needed
It makes me feel important
It enhances my self-esteem
It makes me feel good about myself
I have free time to spare
I want to discover new interests

Interpersonal contacts factor reflects needs for social interaction, interpersonal relationships and friendship. Saleh and Wood (1998) named it ‘Social/Adaptive’, and indicated that many volunteers consider their participation to be a good means for developing new friends and contacts. Clary’s et al. (1998) ‘Social function’ reflects motivations concerning relationships with others. ‘Volunteering may offer opportunities to be with one's friends or to engage in an activity viewed favorably by important others’ (Clary et al., 1998, p. 1518). The following items on the scale measure interpersonal contacts:
I want to interact with others
I want to meet people
It is an opportunity to make new friends with similar interests
I want to work with different people
The society expects me to volunteer

This model represents different reasons and understanding of these reasons should help managers to obtain, retain and train volunteers.
Quantitative data collection is chosen as a technique for this study. Quantitative methods have dominated tourism research for many years, and they are prominent in event industry research as well. Surveys, in particular, are used frequently in both academic and industry research. They collect a great deal of information.
Self-administered internet-mediated questionnaires will be used and administered electronically using the Internet. The reason of using internet questionnaires, and in particular those administered in conjunction with email, is that they offer greater control because most users read and respond to their own mail at their personal computer (Witmer et al., 1999, quoted in Saunders et al., 2007). Respondents to self-administered questionnaires are relatively unlikely to answer to please researcher or because they believe certain responses are more socially desirable (Dillman, 2000, quoted in Saunders et al., 2007).
In the survey are used closed questions, namely 5-point numeric rating scale that will give the possibility to reflect the feeling of the respondents.

3.3 Analysis

The reliability is examined through calculating Cronbach’s alpha coefficient for each of the dimensions. The final survey was mailed to the volunteers, after a pilot-test was conducted, who had participated in the most recent events selected for the study.
The data is prepared and analyzed using SPSS Data Entry. This will enable the non-open text data set to be automatically coded for data analysis at the point of data entry (Monga, 2006). Factor analysis was conducted in order to assess how well the 6-factor model fits the data as a factorial validity test.
Demographic information, such as gender, age, and employment status, will be collected to examine potential subgroup differences, using multivariate analysis of variance (MANOVA). It will allow testing the effects of gender and employment status of the participations on motivational factors. Findings will provide a better understanding of subgroup differences in motivation of volunteering.