Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

METHODOLOGY AND RESEARCH DESIGN 
This study was supported by the second largest convention center in the United States. Qualitative in-depth 
interviews were selected for the data collection process to meet the objective to investigate and clarify the concepts 
of value, brand, and relationship equity specific to the convention industry. This technique is referred to by Rubin 
and Rubin (2005) as concept clarification. All interviews were digitally audio-taped and then transcribed for the 
purpose of conducting content analysis.
The interview process used both open-ended and closed questions. The supporting convention center 
provided a list of show managers who were current members of their Client Advisory Board (CAB). The mission of 
the Client Advisory Board is to work closely with the convention center and the Convention and Visitors Bureau 
staff to enhance the city-wide meeting and convention experience. This, in turn, supports the convention center’s 
mission of economic development through strategic planning.
The Client Advisory Board membership encompasses a broad range of convention and tradeshow managers 
such as representatives from the American Academy of Family Physicians; to the International Association of 
Amusement Parks & Attractions/IAAPA. This sample was determined appropriate due to the participants’ 
experience with top tier convention centers within the United States and their commitment to the industry by serving 
on a Client Advisory Board for a leading convention center. The majority of the show managers interviewed 
produce shows ranked in the top 100 shows in the United State by one of the industry trade publications. 

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