The economic impact of the 2011 Formula 1 ... - Tourism Victoria

Table 6: Identification of representative samples
Attendee Purpose of surveying Victoria Interstate Overseas
Spectators Origin and unique visitors Yes Yes Yes
Level of specific and extend stay
visitation, and retained
Yes Yes Yes
Spend and nights stay data Yes Yes Yes
Media Spend and nights stay data * No Yes/No**
CAMS officials Spend and nights stay data Yes Yes No*
Motorsport participants See notes * * *
Other accredited persons See notes * * *
F1 teams Team spend and nights stay N/a N/a No
Personal spend of participants N/a N/a No
V8 teams Team spend and nights stay * Yes N/a
Personal spend of participants * Yes N/a
Support event teams Team spend and nights stay No No No
Personal spend of participants No No No
Corporate buyers Spend Yes No*** No
Organisations Spend and nights stay data N/a No No
Source: Newspoll and Ernst & Young market research processes.
Note: Usable data was not obtained from the surveying of individual motorsport participants and services and
management accredited persons. In lieu of this, proxies were developed from surveying of other accredited people.
Refer to section 4.5 for details.
* Not directly surveyed or data from surveys was not utilised in compiling the direct expenditures of the Grand Prix.
Refer to relevant sub-sections within section 4 for discussion.
** The sample of international media surveyed in relation to the Grand Prix was representative in relation to the
population of international media attending. The number of international media that provided responses to the
length of stay question was also representative, however responses to the expenditure questions and accompanying
persons questions were not.
***The sample of interstate corporate buyers surveyed in relation to the Grand Prix was representative in relation
to the population of interstate corporate buyers attending. However, the number of respondents that provided
expenditure information was not representative.
For the Assessment, representative samples regarding length of stay and expenditure data
were achieved for approximately 83% of direct expenditure associated with the behaviour of
retained Victorian spectators and organisations, and specific and extended stay interstate
and overseas spectators and organisations. From a ‘triangulation’ process involving
assessing the survey data, comparisons to benchmark data from an earlier study and
discussions with representatives of Government, the non representative data applied to the
remaining 17% of the estimated direct expenditure of the Grand Prix was not considered to
be unreasonable.
Therefore, it should be noted that the implications of not achieving samples within the
industry standard range for the above categories are not considered material for the
purposes of the Assessment.
3.1.5 Other potential limitations of the Assessment
Other than that noted in relation to the limitations created by non representative market
research sample sizes in section 3.1.4, it should be noted that there potentially are other
limitations that may have impacted upon the effectiveness of the market research process,
and the information collected by Ernst & Young for the Assessment.
While we do not believe these potential limitations have had a material impact on the
outcomes of the Assessment, the potential limitations should be considered by readers of
this report when analysing the results.
Tourism Victoria
The economic impact of the 2011 Formula 1 Australian Grand Prix Ernst & Young ÷ 12