Since the data is collected from public, the evidence of it being valid and reliable is very rare and it may have to be accepted on large. This is because accuracy can never be received in research where large primary data is collected from public. The answers given by all may not be taken as correct and at face value since some may have answered it just for fun or for being a part of it and might not coincide with their actual internal thinking about the same subject. This is a big flaw in ethnographic research and this need be minimised to whatever level it could, by using observation as one more weapon of validation of the answers (Crary, 1999). These are sensitive issues and must be thoroughly applied in a mock up style before it is applied in the real scenario among participants.
The answers received by the researcher can be interpreted in a different manner which may not lead to a legitimate conclusion. There is hardly any better option other than believing in the answers that are given as they are coming directly from the participants who are to be believed in any circumstances. The validity can be checked on a broader scale when it is compared with the general trend of answers among other participants and also by deep observation of the people answering the questions (Denscombe, 2007).
Besides, the video that is made is always under question as it is made with a particular intention and if that intention is not met then there is something else in the viewers’ mind which the video has not been able to understand. The James Bond character in the video is interesting and makes a good case of more fan following. However, if it is considered through a typical culture point of view, it is to be seen whether the character is really that popular or it is just a euphoric moment due to the presence of other characters who also share the same video. These are never ending interpretations which require a lot of thinking and application of theoretical and scholarly knowledge to make it into a more legitimate topic.
Thus, the research of the character of James Bond in the video is a complex subject as the media exists with a particular intent which is hidden. In addition, the answers of the participants are not completely reliable and valid, indicating a deeper ethnographic observation of culture, media behaviours, and the viewers’ reaction to the films and the character.