Harley-Davidson Survey

General information

Name:

Gender:

Age:

Questions

1. How well do you know the brand? (Put an X in front of the answer you prefer)

Very well
Pretty well
A little

2. For how long do you own a Harley now?

3. What was the main reason for buying it?

4. The first thing that comes to mind if you think about Harley is…

5. Of the contradictions below, delete the ones you do not agree with. Harley-Davidson is:

Formal Informal
Freedom Responsibility/Obligations
Mature Young
Artificial/chemical Natural
Sport Leisure
Cold Heat
Heavy Light
Fast Slow
Traditional Innovative
Safe Unsafe
Group Individual
Urban Rural
Top Bottom
 Voluminous Flat
Family-life Bachelor-life
Masculine Feminine
Permanent Changing
Detailed Plain
Monochrome Colorful
Loud Quiet
Strong Soft
Practical Aesthetical
Cheap Expensive
Other:

6. On a scale from 1(totally disagree) to 5(totally agree), rate the following attributes:

Reliable
Excellent service
Respectable
Open
Accessible
Good quality
Integer
Innovative

4. Rank the following motor brands on a scale from 1(best) to 5(worst)

Harley-Davidson
Honda
BMW
Kawasaki
Ducati

5. Would you recommend Harley-Davidson to other people?

Yes
No
Don’t know

6. Explain why.
7. Mark the following media in which you might have heard about Harley and state the frequency on
a scale from 1(never) to 5(very often).

TV
Radio
Newspaper
Magazine
Internet
Family, friends, colleagues

8. Rate on a scale from 1(negative) to 5(positive) what the tone of the message was.

9. To what extent do you think the messages in the media, about Harley-Davidson, represent reality?
Rate on a scale from 1(not at all) to 5 (very much).

10. Is there anything you would like to see changed within the company?

11. Would you like to add anything to this survey?

Thanks for your cooperation!