Section one - personal information (1/3)
Hello, we are three students from Austria who are conducting a study on the BMW brand. The purpose of the questionnaire is to measure variations in perception of the BMW brand in different countries. The questionnaire is divided into three sections and should take no more than 5-10 minutes to complete. There is no right or wrong answer, instead we ask you to simply answer as honestly as you can! We really appreciate your participation, thank you!
Nationality
*
Czech Republic
Other
Gender
Male
Female
Age
*
How many cars have you owned so far?
*
0
1
2
3 or more
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Section two (2/3)
Please read each statement carefully and mark a number between 1 to 7 that best reflects the extent that which you agree or disagree with the statement (1=Strongly disagree, 7=Strongly agree)
Rows
1
2
3
4
5
6
7
1. BMW construct high performance products (driving, acceleration)
2. BMW offer superior value to its customers
3. BMW is customer focused
4. BMW is technological advanced (aerodynamics, engine efficiency, weight construction)
5. BMW offer high quality products
6. BMW is different from competitors
7. BMW is innovative (new features, unique features)
8. BMW is reliable (low maintenance, durability, long lasting)
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Section three (3/3)
Please read each statement carefully and mark a number between 1 to 7 that best reflects the extent you associate BMW and the characteristic (e.g. Driving Pleasure: 1=Poor Driving Pleasure 7=Good Driving Pleasure)
Driving Pleasure
1
2
3
4
5
6
7
Poor Driving Pleasure
Good Driving Pleasure
1 is Poor Driving Pleasure, 7 is Good Driving Pleasure
Vale For Money
1
2
3
4
5
6
7
Poor Value For Money
Good Value or Money
1 is Poor Value For Money, 7 is Good Value or Money
Customer Focus
1
2
3
4
5
6
7
Low Customer Focus
High Customer Focus
1 is Low Customer Focus, 7 is High Customer Focus
Fuel Efficiency
1
2
3
4
5
6
7
Low Fuel Efficiency
High Fuel Efficiency
1 is Low Fuel Efficiency, 7 is High Fuel Efficiency
Quality
1
2
3
4
5
6
7
Low Quality
High Quality
1 is Low Quality, 7 is High Quality
Uniqueness (compared to competitors)
1
2
3
4
5
6
7
Ordinary
Unique
1 is Ordinary, 7 is Unique
Features (interior, safety, technology, innovativeness)
1
2
3
4
5
6
7
Normal
Exclusive
1 is Normal, 7 is Exclusive
Predictability (how long it will last, service needed)
1
2
3
4
5
6
7
Unpredictable
Predictable
1 is Unpredictable, 7 is Predictable
Acceleration
1
2
3
4
5
6
7
Poor Acceleration
Good Acceleration
1 is Poor Acceleration, 7 is Good Acceleration
Price
1
2
3
4
5
6
7
Low Priced
High Priced
1 is Low Priced, 7 is High Priced
Expectations
1
2
3
4
5
6
7
Do Not Meet Expectations
Meet Expectations
1 is Do Not Meet Expectations, 7 is Meet Expectations
Energy Efficiency (fuel, weight, construction, technology)
1
2
3
4
5
6
7
Not Energy Efficient
Energy Efficient
1 is Not Energy Efficient, 7 is Energy Efficient
Value (in relation to price)
1
2
3
4
5
6
7
Poor Value
Good Value
1 is Poor Value, 7 is Good Value
Differentiation (compared to competitors)
1
2
3
4
5
6
7
Standardized
Differentiated
1 is Standardized, 7 is Differentiated
Creativeness (interior, safety, technology, innovativeness)
1
2
3
4
5
6
7
Uncreative
Creative
1 is Uncreative, 7 is Creative
Maintenance
1
2
3
4
5
6
7
Low Maintenance
High Maintenence
1 is Low Maintenance, 7 is High Maintenence
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