Chapter Three
Research Methodology

3.1 Methodology

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. Event industry is a mass phenomenon and requires a major involvement of work force and in particular volunteers. Questionnaire surveys are ideal to collect and provide a great deal of information. The collected and analyzed information provided by questionnaire surveys is clear and could be re-analyzed to develop and extend future research. Quantitative method gives the opportunity to repeat surveys over time and compare them in order to study changes. It also gives a complete picture of samples.
Self-administered internet-mediated questionnaires were used and administered electronically using the Internet. 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). Respondent-completion questionnaires are cheaper and quicker then interviewer-completion, and relatively anonymous. However, they require greater care in designing, as they must be completed by ‘untrained’ people. Closed questions were used in order to maximize the response rate. The respondents completed the questionnaire on-line by following the link which was emailed to them with the covering letter explaining the purpose of the survey. The advantage of e-surveys is that ‘the data are delivered in electronic form and can be instantly analyzed using appropriate software’ (Veal, 2006, p. 244).
The survey instrument includes questions used in earlier research and new questions investigating impact of current economic situation on volunteer motivation as well as demographic information. Therefore the final instrument consisted of three questions related to volunteering experience, 14 questions investigating impact of current economic situation on volunteer motivation, 35 motivational statements, and seven demographic related questions.


3.2 Sampling

The study includes a sample of volunteers from two festivals, Love London and Toast Festival that took place in London. This city was 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. The covering letter with the link of the questionnaire was emailed to 75 volunteers. As a nonresponse procedure, a reminder email was sent after the initial email invitation in order to facilitate maximum return. Fifty questionnaires were completed out of seventy five.

3.3 MTV for Events: Development of Nine-Dimensional Model

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 model was developed upon previous studies. The present model 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 (4 items), Egoistic Motivations (6 items), Interpersonal Contacts (5 items), Affiliatory (4 items), Extrinsic rewards (2 items), Value expressive (2 items), External traditions (3 items), and Leisure (3 items).
Career Orientation dimension includes the motives to enhance career, and to get experience which can be used later in paid employment. The following items measure career orientation motives:
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:
I want to do something worthwhile
I feel it is important to help others
I am compassionate towards people on need
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 motivations:
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

Affiliatory dimension ‘recognizes that a significant reason for volunteer participation is a volunteer’s sense of affiliation with and attachment to the event or activity’ (Monga, 2006, p. 51). Monga (2006, p. 52) pointed out that ‘it the event itself could be the initial motivator or attractor for event volunteers besides other reasons’. The following items on the scale measure the affiliatory motivations:
I wanted to help this event to reach its goals
I wanted to be a part of the event
I am involved in this activity
I have special interest in this activity

Extrinsic rewards factor reflects the desire to get tangible rewards such as free uniform, food, and admission. Monga (2006) highlighted that extrinsic rewards is seen as a part of instrumentalist motivations for volunteering. It includes ‘the tangible rewards such as souvenirs, free tickets/entry to the event, or appreciation certificates’ (Monga, 2006, p. 52-53). ‘This dimension of motivation is also reflected by Gold (1998) under the heading: “Forget Altruism Give us a T-shirt” (quoted in Monga, 2006, p. 53). The following items on the scale measure extrinsic rewards motives:
I wanted to get tickets/free admission
I wanted to get event uniforms/souvenirs

Value expressive factor reflects ‘concern for others, the success of the event, and society’ (Bang et al., 2009, p. 122). Bang and Chelladurai (2003) and Bang et al. (2009) named it ‘Expression of Values’. Saleh and Wood (1998) named it ‘Value expressive’. The following items on the scale measure value expressive motivations:
I wanted to contribute to the well-being of my community
Volunteering creates a better society

External traditions dimension expresses motivations related to family traditions. Strigas and Jackson (2003) pointed out that ‘External Factor’ is similar to Farrell et al. (1998) called ‘external traditions’. ‘It assesses the extent to which volunteers are engaged to volunteering activities influenced by motives related to factors outside of their immediate control, like family traditions and significant others’(Strigas and Jackson, 2003, p. 119). The following items on the scale measure external traditions motives:
My friends/family were also volunteering
A relative or friends is involved in event
I wanted to continue a family tradition of volunteering

Leisure factor reflects the need for ‘various leisure choices. Strigas and Jackson (2003, p. 119) highlighted that ‘leisure factor and its extraction support Tedrick’s and Henderson’s theory (1989) that volunteering is better conceptualized as a leisure choice’. The following items on the scale measure leisure motives:
I wanted to get away from the responsibilities of everyday life
By volunteering I feel less lonely
Volunteering is a good escape from my own troubles

This model represents different reasons and understanding of these reasons should help managers to obtain, retain and train volunteers. The final nine-dimensional model included 35 items. A 4-point Likert type scale was used (1 = strongly disagree to 4 = strongly agree) that gave the possibility to reflect the feeling of the respondents. The survey’s questions started with “I was volunteering because . . .” before the items.

3.4 Sociodemographic characteristics

The current study attempted to develop the understanding of how subgroups of event volunteers, such as gender, age, income, marital and employment status, differ in motivational factors. Several studies suggested that women volunteer more than men do (Clary and Snyder, 1991; Duchense, 1989; quoted in Saleh and Wood, 1998). Most studies find a ‘positive correlation between volunteerism and the volunteer’s socioeconomic status, educational level, and income’ (Clary and Snyder, 1991; Duchense, 1989; Pearce, 1993; quoted in Saleh and Wood, 1998, p. 60).
Bang and Chelladurai (2003) found significant effects of gender and marital status on several volunteer motivational dimensions. For example, female volunteers expressed greater desire for the Career Orientation factor than male volunteers (Bang & Chelladurai, 2003, quoted in Bang et al. 2009). ‘Single volunteers were likely to be more motivated by Interpersonal Contacts, Career Orientation, and Extrinsic Rewards factors than married volunteers’ (Bang & Chelladurai, 2003, quoted in Bang et al., 2009, p. 123).
Bang et al. (2009) highlighted that the social role theory of gender and helping (Eagly & Crowley, 1986) indicates ‘the male gender role is more likely to promote the norm of heroic and chivalrous helping behavior whereas the traditional female gender role is more related to the norm of nurturant and caring helping behavior’ (Eagly & Crowley, 1986, quoted in Bang et al., 2009, p. 123). It means that female volunteers would possess higher altruistic motivation and male volunteers would be influenced by self-interested motives.
Bang and Chelladurai (2003) also pointed out that single volunteers would be interested in getting interpersonal contacts and married volunteers would tend to spend more time with their family. Single volunteers would be more interested in developing their career, as well as getting external rewards, as they are mostly younger then married volunteers and their career is not yet well established.
In order to effectively recruit, manage, and retain volunteers different management strategies should be applied for the different subgroups, that is why understanding of subgroup differences in motivational factors is very important (Bang et al., 2009).


3.5 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, income, marital and employment status was collected to examine potential subgroup differences, using multivariate analysis of variance (MANOVA). It allows 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.

3.6 Research Ethics

The present survey was anonymous in order to protect respondent anonymity and to maintain confidentiality of data provided by participants. The participation in the research survey was voluntary. A brief description of the purpose of the project was included on the questionnaire with phone number for those requiring more information about research. Personal questions, dealing with such things as age or income, were placed to the end of the questionnaire. The questionnaire was advertised by email and respondents were invited to access a website and to complete an online questionnaire. It means that respondents could remain anonymous.