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5.2 Limitations of the study
Considering the findings of the survey, it is essential to take into account that results may not provide
an adequate representation and assessment of marketing practices in the performing arts industry. First of
all, the data were derived from a relatively small sample may not reflect the comprehensive viewpoints of
the majority professionals of this industry. In addition, after analyzing the survey results, it was found that
the number of respondents who participated in identifying usage of social media tools and those who make
assessments of these tools in other questions is dissimilar. This discrepancy may be evidence of a tendency
of some respondents to make assessments based on their general opinions, not actual experiences in using
these social media tools. Thus, the findings of the survey are most likely based on the current understanding
of social media marketing by the surveyed venues rather than their concrete practices and experiences.
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