Pre-test

Start of Block: Introduction

Introduction text Dear participant,

Thank you for taking part in this survey for my Master Thesis.

This study has two parts. For the first part, you will be asked to judge several possible brand extensions for the brands Samsung and Nike. A brand extension in this study, refers to the addition of a new product to the existing portfolio of a brand. For the second part, you will be asked to judge several types of distances.

The survey will take about 10 minutes to complete.

The answers to this survey will be completely anonymous and the data will be used for educational purposes only. Participation in this study is entirely voluntary, and you may withdraw at any time by closing the survey.

If you have any questions, notes or interest in the findings of this study, you can send an e-mail to Tamara van Zoeren (tamara.vanzoeren@student.uva.nl).

Consent If you agree to participate in this study, please click "I consent and will participate in this study"

o

I consent and will participate in this study (1)

o

I do not consent and will not participate in this study (2)

94 Skip To: End of Survey If If you agree to participate in this study, please click "I consent and will participate in this s... = I do not consent and will not participate in this study

End of Block: Introduction

Start of Block: Part 1 - Fit part 1 - Fit introduction Samsung

Information The first part of this study is about Samsung and Nike, starting with Samsung. Samsung is an international company active in the electronics industry, with a wide range of products. We are trying to find out what product categories Samsung could extend into. In other words, we want to know whether you believe Samsung could or should be selling the following products.

Please give your opinion on the following extensions for Samsung:

End of Block: Part 1 - Fit part 1 - Fit introduction Samsung

Start of Block: Fit part 2 - Samsung gaming console

Q1 A Samsung gaming console

1 2 3 4 5 6 7

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Illogical for

Samsung

o o o o o o o

Logical for

Samsung Does not

make sense

for Samsung

o o o o o o o

^{sense for} Samsung ^Makes

Inappropriate

for Samsung

o o o o o o o

Appropriate

for Samsung Does not fit

Samsung

o o o o o o o

^{Samsung Fits}

Inconsistent with

Samsung

o o o o o o o

Consistent

with Samsung

95 Q2 What do you think the quality of a Samsung gaming console is like?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferior

o o o o o o o

^Superior

End of Block: Fit part 2 - Samsung gaming console

Start of Block: Fit part 3 - Samsung wake-up light

Q3 A Samsung wake-up light

1 2 3 4 5 6 7

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Illogical for

Samsung

o o o o o o o

Logical for

Samsung Does not

make sense

for Samsung

o o o o o o o

^{sense for} Samsung ^Makes

Inappropriate

for Samsung

o o o o o o o

Appropriate

for Samsung Does not fit

Samsung

o o o o o o o

^{Samsung Fits}

Inconsistent with

Samsung

o o o o o o o

Consistent

with Samsung

Q4 What do you think the quality of a Samsung wake-up light is like?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferior

o o o o o o o

^Superior

End of Block: Fit part 3 - Samsung wake-up light

96 Start of Block: Fit part 4 - Samsung vitamins

Q5 A selection of Samsung vitamins

1 2 3 4 5 6 7

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Illogical for

Samsung

o o o o o o o

Logical for

Samsung Does not

make sense

for Samsung

o o o o o o o

^{sense for} Samsung ^Makes

Inappropriate

for Samsung

o o o o o o o

Appropriate

for Samsung Does not fit

Samsung

o o o o o o o

^{Samsung Fits}

Inconsistent with

Samsung

o o o o o o o

Consistent

with Samsung

Q6 What do you think the quality of Samsung vitamins is like?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferior

o o o o o o o

^Superior

End of Block: Fit part 4 - Samsung vitamins

Start of Block: Fit part 5 - Samsung wines

Q7 A selection of Samsung wines

1 2 3 4 5 6 7

97

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Illogical for

Samsung

o o o o o o o

Logical for

Samsung Does not

make sense

for Samsung

o o o o o o o

^{sense for} Samsung ^Makes

Inappropriate

for Samsung

o o o o o o o

Appropriate

for Samsung Does not fit

Samsung

o o o o o o o

^{Samsung Fits}

Inconsistent with

Samsung

o o o o o o o

Consistent

with Samsung

Q8 What do you think the quality of Samsung wines is like?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferior

o o o o o o o

^Superior

End of Block: Fit part 5 - Samsung wines

Start of Block: Part 1 - Fit part 6 - Fit introduction Nike

Information Now you will be asked to answer similar questions for Nike. Nike is an international company in the sports industry. Nike is also looking to extend into new product categories.

Please give your opinion on the following extensions for Nike:

End of Block: Part 1 - Fit part 6 - Fit introduction Nike

Start of Block: Fit part 7 - Nike athletics shoes

98 Q9 Nike athletics shoes

1 2 3 4 5 6 7

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Illogical for

Nike

o o o o o o o

Logical for

Nike Does not

make sense

for Nike

o o o o o o o

^{sense for Makes} Nike

Inappropriate

for Nike

o o o o o o o

Appropriate

for Nike Does not fit

Nike

o o o o o o o

^{Fits Nike}

Inconsistent

with Nike

o o o o o o o

Consistent

with Nike

Q10 What do you think the quality of Nike athletics shoes is like?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferior

o o o o o o o

^Superior

End of Block: Fit part 7 - Nike athletics shoes

Start of Block: Fit part 8 - Nike rock climbing shoes

Q11 Nike rock climbing shoes

1 2 3 4 5 6 7

99

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Illogical for

Nike

o o o o o o o

Logical for

Nike Does not

make sense

for Nike

o o o o o o o

^{sense for Makes} Nike

Inappropriate

for Nike

o o o o o o o

Appropriate

for Nike Does not fit

Nike

o o o o o o o

^{Fits Nike}

Inconsistent

with Nike

o o o o o o o

Consistent

with Nike

Q12 What do you think the quality of Nike rock climbing shoes is like?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferior

o o o o o o o

^Superior

End of Block: Fit part 8 - Nike rock climbing shoes

Start of Block: Fit part 9 - Nike make-up

Q13 Nike make-up

1 2 3 4 5 6 7

100

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Illogical for

Nike

o o o o o o o

Logical for

Nike Does not

make sense

for Nike

o o o o o o o

^{sense for Makes} Nike

Inappropriate

for Nike

o o o o o o o

Appropriate

for Nike Does not fit

Nike

o o o o o o o

^{Fits Nike}

Inconsistent

with Nike

o o o o o o o

Consistent

with Nike

Q14 What do you think the quality of Nike make-up is like?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferior

o o o o o o o

^Superior

End of Block: Fit part 9 - Nike make-up

Start of Block: Fit part 10 - Nike refrigerator

Q15 A Nike refrigerator

1 2 3 4 5 6 7

101

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Illogical for

Nike

o o o o o o o

Logical for

Nike Does not

make sense

for Nike

o o o o o o o

^{sense for Makes} Nike

Inappropriate

for Nike

o o o o o o o

Appropriate

for Nike Does not fit

Nike

o o o o o o o

^{Fits Nike}

Inconsistent

with Nike

o o o o o o o

Consistent

with Nike

Q16 What do you think the quality of a Nike refrigerator is like?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferior

o o o o o o o

^Superior

End of Block: Fit part 10 - Nike refrigerator

Start of Block: Fit part 11 - Product categories

Information Now, we would like to ask you a few questions about what you think about certain product categories.

102 Q17 Please indicate what your opinion is of gaming products in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Very

unfavourable

o o o o o o o

favourable ^Very

Extremely

dislike

o o o o o o o

^{Extremely like}

Bad

o o o o o o o

^Good

Negative

o o o o o o o

^Positive

Q18 Please indicate how well you are acquainted with gaming products in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

I am very familiar

with gaming products

o o o o o o o

I am very unfamiliar

with gaming products Gaming

products are very

well known to

me

o o o o o o o

Gaming products

are completely

unknown to me

103 Q19 Please indicate what your opinion is of home electronics in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Very

unfavourable

o o o o o o o

favourable ^Very

Extremely

dislike

o o o o o o o

^{Extremely like}

Bad

o o o o o o o

^Good

Negative

o o o o o o o

^Positive

Q20 Please indicate how well you are acquainted with home electronics in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

I am very familiar with home

electronics

o o o o o o o

I am very unfamiliar with home electronics Home

electronics are very

well known to

me

o o o o o o o

Home electronics

are completely

unknown to me

Page Break

104 Q21 Please indicate what your opinion is of vitamins in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Very

unfavourable

o o o o o o o

favourable ^Very

Extremely

dislike

o o o o o o o

^{Extremely like}

Bad

o o o o o o o

^Good

Negative

o o o o o o o

^Positive

Q22 Please indicate how well you are acquainted with vitamins in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

I am very familiar

with

vitamins

o o o o o o o

I am very unfamiliar

with vitamins Vitamins

are very well known to

me

o o o o o o o

Vitamins are completely

unknown to me

105 Q23 Please indicate what your opinion is of wine in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Very

unfavourable

o o o o o o o

favourable ^Very

Extremely

dislike

o o o o o o o

^{Extremely like}

Bad

o o o o o o o

^Good

Negative

o o o o o o o

^Positive

Q24 Please indicate how well you are acquainted with wines in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

I am very familiar

with

wines

o o o o o o o

unfamiliar ^{I am very}

with wines Wines

are very well known to

me

o o o o o o o

Wines are completely unknown

to me

Page Break

106 Q25 Please indicate what your opinion is of sports products in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Very

unfavourable

o o o o o o o

favourable ^Very

Extremely

dislike

o o o o o o o

^{Extremely like}

Bad

o o o o o o o

^Good

Negative

o o o o o o o

^Positive

Q26 Please indicate how well you are acquainted with sports products in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

I am very familiar

with sports products

o o o o o o o

I am very unfamiliar

with sports products Sports

products are very

well known to

me

o o o o o o o

Sports products

are completely

unknown to me

107 Q27 Please indicate what your opinion is of make-up products in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Very

unfavourable

o o o o o o o

favourable ^Very

Extremely

dislike

o o o o o o o

^{Extremely like}

Bad

o o o o o o o

^Good

Negative

o o o o o o o

^Positive

Q28 Please indicate how well you are acquainted with make-up products in general:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

I am very familiar

with make-up products

o o o o o o o

I am very unfamiliar

with make-up products Make-up

products are very

well known to

me

o o o o o o o

Make-up products

are completely

unknown to me

End of Block: Fit part 11 - Product categories

Start of Block: Fit part 12 - Brands

Information Finally, we would like to know what your opinion is of Samsung and Nike.

108 Q29 Please indicate what your opinion is of Samsung as a brand:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Very

unfavourable

o o o o o o o

favourable ^Very

Extremely

dislike

o o o o o o o

^{Extremely like}

Bad

o o o o o o o

^Good

Negative

o o o o o o o

^Positive

Q30 Please indicate how well you are acquainted with Samsung as a brand:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

I am very familiar

with

Samsung

o o o o o o o

I am very unfamiliar

with Samsung Samsung

is very well known to

me

o o o o o o o

Samsung is completely unknown

to me

Page Break

109 Q31 Please indicate what your opinion is of Nike as a brand:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Very

unfavourable

o o o o o o o

favourable ^Very

Extremely

dislike

o o o o o o o

^{Extremely like}

Bad

o o o o o o o

^Good

Negative

o o o o o o o

^Positive

Q32 Please indicate how well you are acquainted with Nike as a brand:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

I am very familiar

with Nike

o o o o o o o

unfamiliar ^{I am very}

with Nike Nike is

very well known to

me

o o o o o o o

Nike is completely

unknown to me

End of part 1 This is the end of part 1.

End of Block: Fit part 12 - Brands

Start of Block: Part 2 - Time Introduction

Introduction part 2 For the second part of this study, you will be asked to read some information about BottleCap, and answer some questions about their new product launch.

110 End of Block: Part 2 - Time Introduction

Start of Block: Part 2 - Time

Information BottleCap is a brand selling mineral water, they are trying to determine when to launch their newest product, a sustainable bottle. Below are several possible launch moments, please indicate whether you believe them to close or far in the future.

End of Block: Part 2 - Time

Start of Block: Time part 1

Q33 BottleCap's new product will launch tomorrow 1 - Totally

disagree (1)

2 - Disagree

(2)

3 - Somewhat

disagree (3)

4 - Neither agree nor

disagree (4)

5 - Somewhat

agree (5)

6 - Agree (6)

7 - Totally agree (7)

This product launches in the near

future (1)

o o o o o o o

This product launches in the distant future (2)

o o o o o o o

Launch of this product feels very

far away (3)

o o o o o o o

Launch of this product feels very

close by (4)

o o o o o o o

End of Block: Time part 1

Start of Block: Time part 2

111 Q34 BottleCap's new product will launch in one month

1 - Totally disagree

(1)

2 - Disagree

(2)

3 - Somewhat

disagree (3)

4 - Neither agree nor

disagree (4)

5 - Somewhat

agree (5)

6 - Agree (6)

7 - Totally agree (7)

This product launches in the near

future (1)

o o o o o o o

This product launches in the distant future (2)

o o o o o o o

Launch of this product feels very

far away (3)

o o o o o o o

Launch of this product feels very

close by (4)

o o o o o o o

End of Block: Time part 2

Start of Block: Time part 3

112 Q35 BottleCap's new product will launch in 6 months

1 - Totally disagree

(1)

2 - Disagree

(2)

3 - Somewhat

disagree (3)

4 - Neither agree nor disagree

(4)

5 - Somewhat

agree (5)

6 - Agree (6)

7 - Totally agree (7)

This product launches in

the near future (1)

o o o o o o o

This product launches in the distant future (2)

o o o o o o o

Launch of this product feels very

far away (3)

o o o o o o o

Please select 3 - Somewhat

disagree (4)

o o o o o o o

Launch of this product feels very close by (5)

o o o o o o o

End of Block: Time part 3

Start of Block: Time part 4

113 Q36 BottleCap's new product will launch in one year

1 - Totally disagree

(1)

2 - Disagree

(2)

3 - Somewhat

disagree (3)

4 - Neither agree nor

disagree (4)

5 - Somewhat

agree (5)

6 - Agree (6)

7 - Totally agree (7)

This product launches in the near

future (1)

o o o o o o o

This product launches in the distant future (2)

o o o o o o o

Launch of this product feels very

far away (3)

o o o o o o o

Launch of this product feels very

close by (4)

o o o o o o o

End of Block: Time part 4

Start of Block: Controls

Information Finally, please answer the following questions about yourself

114 Q37 What is your gender?

o

Male (1)

o

Female (2)

o

Other (3)

o

Prefer not to say (4)

Q38 What is your age?

________________________________________________________________

Q39 What is your nationality?

▼ Afghanistan (1) ... Zimbabwe (1357)

115 Q40 What is your highest completed level of education?

o

Less than high school (1)

o

High school graduate (2)

o

^{MBO (3)}

o

HBO Bachelor (4)

o

HBO Master (5)

o

WO Bachelor (6)

o

WO Master (7)

o

Doctorate (8)

o

Other, namely (9) ________________________________________________

Q41 What best describes your employment status over the last three months?

o

Working full-time (1)

o

Working part-time (2)

o

Unemployed and looking for work (3)

o

A homemaker or stay-at-home parent (4)

o

Student (5)

o

Retired (6)

o

Other (7) Page Break

116 End of Block: Controls

Start of Block: End of survey

End of survey This is the end of the study. Thank you for participating.

This was a pretest to determine people’s perceptions of well-fitting and ill-fitting brand extensions, and their perceptions of distance in time.

Please be aware that to the researcher’s best knowledge, Samsung is not planning to launch any of the judged extensions, nor is Nike. Furthermore, BottleCap is a fictional brand and is thus not launching any product.

If you would like to know more, please send an e-mail to tamara.vanzoeren@student.uva.nl

End of Block: End of survey

117 B. Dutch version

Pre-test

Start of Block: Introduction

Introduction text Beste deelnemer,

Bedankt voor het deelnemen aan deze enquête voor mijn Master scriptie.

Deze enquête bestaat uit twee delen. Voor het eerste deel willen we u vragen verschillende

merkextensies te beoordelen voor Samsung en Nike. In deze studie refereert een merkextensie naar het toevoegen van een nieuw product aan het bestaande assortiment van een merk. Voor het tweede deel willen we vragen verschillende soorten afstanden te beoordelen.

Deze enquête duurt ongeveer 10 minuten.

De antwoorden op deze enquête zijn volstrikt anoniem en de data zal alleen gebruikt worden voor opleidingsdoeleinden. Deelname aan de studie is volledig vrijwillig, en u mag op elk moment stoppen door de enquête te sluiten.

Als u vragen, opmerkingen, of interesse in de resultaten van de studie heeft, kan u een e-mail sturen naar Tamara van Zoeren (tamara.vanzoeren@student.uva.nl).

Consent Als u akkoord gaat mee te doen aan deze enquête, klik dan op "I ga akkoord en doe mee aan de enquête"

o

Ik ga akkoord en doe mee aan de enquête (1)

o

Ik ga niet akkoord en doe niet mee aan de enquête (2)

Skip To: End of Survey If If you agree to participate in this study, please click "I consent and will participate in this s... = I do not consent and will not participate in this study

End of Block: Introduction

118 Start of Block: Part 1 - Fit part 1 - Fit introduction Samsung

Information Het eerste deel van deze enquête gaat over Samsung en Nike, om te beginnen met Samsung. Samsung is een internationaal bedrijf wat vooral actief is in elektronica, met een groot productassortiment. We willen er graag achter komen in welke product categorieën Samsung een rol zou kunnen spelen. In andere woorden, we willen graag weten of u vind dat Samsung de volgende producten zou moeten (kunnen) verkopen.

Geef aan wat u vindt van de volgende extensies voor Samsung:

End of Block: Part 1 - Fit part 1 - Fit introduction Samsung

Start of Block: Fit part 2 - Samsung gaming console

Q1 Een Samsung game console

1 2 3 4 5 6 7

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Niet logisch voor

Samsung

o o o o o o o

Samsung ^{Logisch voor}

Slaat nergens op

voor

Samsung

o o o o o o o

Is begrijpelijk

voor Samsung Ongepast

voor

Samsung

o o o o o o o

Samsung ^{Gepast voor}

Past niet bij

Samsung

o o o o o o o

^{Samsung Past bij}

Inconsistent voor

Samsung

o o o o o o o

Consistent

voor Samsung

Q2 Wat denkt u dat de kwaliteit van een Samsung game console zou zijn?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferieur

o o o o o o o

^Superieur

119 End of Block: Fit part 2 - Samsung gaming console

Start of Block: Fit part 3 - Samsung wake-up light

Q3 Een Samsung wake-up light

1 2 3 4 5 6 7

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Niet logisch voor

Samsung

o o o o o o o

Samsung ^{Logisch voor}

Slaat nergens op

voor

Samsung

o o o o o o o

Is begrijpelijk

voor Samsung Ongepast

voor

Samsung

o o o o o o o

Samsung ^{Gepast voor}

Past niet bij

Samsung

o o o o o o o

^{Samsung Past bij}

Inconsistent voor

Samsung

o o o o o o o

Consistent

voor Samsung

Q4 Wat denkt u dat de kwaliteit van een Samsung wake-up light zou zijn?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferieur

o o o o o o o

^Superieur

End of Block: Fit part 3 - Samsung wake-up light

Start of Block: Fit part 4 - Samsung vitamins

120 Q5 Een selectie van Samsung vitamines

1 2 3 4 5 6 7

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Niet logisch voor

Samsung

o o o o o o o

Samsung ^{Logisch voor}

Slaat nergens op

voor

Samsung

o o o o o o o

Is begrijpelijk

voor Samsung Ongepast

voor

Samsung

o o o o o o o

Samsung ^{Gepast voor}

Past niet bij

Samsung

o o o o o o o

^{Samsung Past bij}

Inconsistent voor

Samsung

o o o o o o o

Consistent

voor Samsung

Q6 Wat denkt u dat de kwaliteit van Samsung vitamines zou zijn?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferieur

o o o o o o o

^Superieur

End of Block: Fit part 4 - Samsung vitamins

Start of Block: Fit part 5 - Samsung wines

Q7 Een selectie van Samsung wijnen

1 2 3 4 5 6 7

121

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Niet logisch voor

Samsung

o o o o o o o

Samsung ^{Logisch voor}

Slaat nergens op

voor

Samsung

o o o o o o o

Is begrijpelijk

voor Samsung Ongepast

voor

Samsung

o o o o o o o

Samsung ^{Gepast voor}

Past niet bij

Samsung

o o o o o o o

^{Samsung Past bij}

Inconsistent voor

Samsung

o o o o o o o

Consistent

voor Samsung

Q8 Wat denkt u dat de kwaliteit van Samsung wijnen zou zijn?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferieur

o o o o o o o

^Superieur

End of Block: Fit part 5 - Samsung wines

Start of Block: Part 1 - Fit part 6 - Fit introduction Nike

Information Nu zullen we u soortgelijke vragen stellen voor Nike. Nike is een internationaal bedrijf wat actief is in de sport industrie. Nike is ook op zoek naar nieuwe product categorieën om een rol in te spelen.

Geef aan wat u vindt van de volgende extensies voor Nike:

End of Block: Part 1 - Fit part 6 - Fit introduction Nike

Start of Block: Fit part 7 - Nike athletics shoes

122 Q9 Nike atletiek schoenen

1 2 3 4 5 6 7

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Niet logisch

voor Nike

o o o o o o o

^{voor Nike Logisch}

Slaat nergens op

voor Nike

o o o o o o o

begrijpelijk ^Is

voor Nike Ongepast

voor Nike

o o o o o o o

^{voor Nike Gepast}

Past niet bij

Nike

o o o o o o o

^{Past bij Nike}

Inconsistent

voor Nike

o o o o o o o

Consistent

voor Nike

Q10 Wat denkt u dat de kwaliteit van Nike atletiek schoenen zou zijn?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferieur

o o o o o o o

^Superieur

End of Block: Fit part 7 - Nike athletics shoes

Start of Block: Fit part 8 - Nike rock climbing shoes

Q11 Nike klimschoenen

1 2 3 4 5 6 7

123

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Niet logisch

voor Nike

o o o o o o o

^{voor Nike Logisch}

Slaat nergens op

voor Nike

o o o o o o o

begrijpelijk ^Is

voor Nike Ongepast

voor Nike

o o o o o o o

^{voor Nike Gepast}

Past niet bij

Nike

o o o o o o o

^{Past bij Nike}

Inconsistent

voor Nike

o o o o o o o

Consistent

voor Nike

Q12 Wat denkt u dat de kwaliteit van Nike klimschoenen zou zijn?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferieur

o o o o o o o

^Superieur

End of Block: Fit part 8 - Nike rock climbing shoes

Start of Block: Fit part 9 - Nike make-up

Q13 Nike make-up

1 2 3 4 5 6 7

124

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Niet logisch

voor Nike

o o o o o o o

^{voor Nike Logisch}

Slaat nergens op

voor Nike

o o o o o o o

begrijpelijk ^Is

voor Nike Ongepast

voor Nike

o o o o o o o

^{voor Nike Gepast}

Past niet bij

Nike

o o o o o o o

^{Past bij Nike}

Inconsistent

voor Nike

o o o o o o o

Consistent

voor Nike

Q14 Wat denkt u dat de kwaliteit van Nike make-up zou zijn?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferieur

o o o o o o o

^Superieur

End of Block: Fit part 9 - Nike make-up

Start of Block: Fit part 10 - Nike refrigerator

Q15 Een Nike koelkast

1 2 3 4 5 6 7

125

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Niet logisch

voor Nike

o o o o o o o

^{voor Nike Logisch}

Slaat nergens op

voor Nike

o o o o o o o

begrijpelijk ^Is

voor Nike Ongepast

voor Nike

o o o o o o o

^{voor Nike Gepast}

Past niet bij

Nike

o o o o o o o

^{Past bij Nike}

Inconsistent

voor Nike

o o o o o o o

Consistent

voor Nike

Q16 Wat denkt u dat de kwaliteit van een Nike koelkast zou zijn?

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Inferieur

o o o o o o o

^Superieur

End of Block: Fit part 10 - Nike refrigerator

Start of Block: Fit part 11 - Product categories

Information We zouden u nu graag een aantal vragen willen stellen over wat u vindt van bepaalde product categorieën.

126 Q17 Geef aan wat uw mening is over game producten in het algemeen:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Heel

ongunstig

o o o o o o o

^{gunstig Heel}

Heel erg

vervelend

o o o o o o o

^{Heel erg leuk}

Slecht

o o o o o o o

^Goed

Negatief

o o o o o o o

^Positief

Q18 Geef aan hoe goed u bekend bent met game producten in het algemeen:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Ik weet heel veel van game

producten

o o o o o o o

Ik weet heel weinig van game producten Game

producten zijn heel

bekend voor mij

o o o o o o o

Game producten

zijn heel onbekend

voor mij

127 Q19 Geef aan wat uw mening is over huishoudelektronica in het algemeen:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7)

Heel

ongunstig

o o o o o o o

^{gunstig Heel}

Heel erg

vervelend

o o o o o o o

^{Heel erg leuk}

Slecht

o o o o o o o

^Goed

Negatief

o o o o o o o

^Positief

Q20 Geef aan hoe goed u bekend bent met huishoudelektronica in het algemeen:

1 (1) 2 (2) 3 (3) 4 (4) 5 (5) 6 (6) 7 (7) Ik weet heel veel

van

huishoudelektronica

o o o o o o o

Ik weet heel weinig

van

huishoudelektronica Huishoudelektronica

zijn heel bekend

voor mij

o o o o o o o

Huishoudelektronica

zijn heel onbekend voor mij

Page Break

In document Influencing brand extension evaluations (pagina 93-200)