An investigation into exhibitors' measurement of trade show effectiveness

This is an empirical study to assess whether trade show exhibitors do evaluate trade show effectiveness and what are the measures they use to do so. The hypotheses that large companies are more likely to be systematic in their use of measures for trade show evaluation was also examined. 44 Mauritian textile firms which had participated in overseas trade shows were surveyed through personal interviews. A response rate of 73 percent was achieved with 32 questionnaires being answered by managers. Findings revealed that exhibitors did evaluate trade show effectiveness but there was no relationship between the size of companies and firms’ use of measures to evaluate trade show effectiveness.