To pursue reliability of the research results, stratified sampling was used. Strategies significant to assuring validity in this particular study included briefing the respondent over telephone before the actual survey, making all respondents aware of the importance and practical consequences of this research, obtaining informed consent and putting the respondents at east through a candid and friendly approach. The honesty and openness of respondents in filling out the questionnaire had to ensure better validity of the research results.
The research involved a number of limitations. First, the use of surveys as the basic data collection tool implied that surveys would be the only source of information for the researcher. Any wrong answers presented by the audience who was questioned could introduce the error in the results. Second, since affective variables were researched, there was a significant risk that many people would not be able to translate their opinion by using the options presented as answers. The risks of a non-response error were relevant, too. Finally, the relatively small number of respondent made it difficult for the researcher to generalize the results obtained in the process of data analysis.