4.2. Data collection
The questionnaires were distributed at random at five different conventions each of which had an exhibition. The events were held at the Orange County Convention Center in Orlando, FL, USA. A total of 600 questionnaires were distributed by a team of research assistants with 566 questionnaires returned to yield a response rate of 94.3%. Interviews were conducted throughout the day, on all days that the trade shows were open. Following approval from the respective show managers, interviews were conducted both on the trade show floor as well as the public areas of the convention center.