Master Thesis

1. Master Thesis Questionnaire

 
The purpose of the research is to understand how people interact online, specifically in a brand community which is dedicated to a particular brand or cause. A brand community is thus defined as a specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand.
1. Brand community you are a member of
2. Sex
3. Please indicate the closest estimate to the following questions.
Daily1-2 times a weekEvery two weeksOnce a monthEvery couple of months, or less
How often do you visit the brand community?
How often would you say there is new information/postings in the brand community?
4. Please state the degree to which you agree or disagree with the following statements regarding what you do in the brand community
Strongly AgreeAgreeNeutralDisagreeStrongly Disagree
I log on to the brand community to do research
I log on to the brand community to share new information I have about the brand
I usually log on to the brand community to see if anything new has been posted
I log on to the brand community to pass time
I log on to the brand community to partake in discussions about the brand
I log on to the brand community to keep in touch with other members
I log on to the brand community to give my opinion on news about the brand
It is important that I contribute to the brand community
I log on to the brand community mainly to get new information about the brand
When I get new information about the brand, I am compelled to share it in the brand community
I know what to expect when I log on to the brand community
I am totally absorbed in what I am doing when I am logged on to the brand community
Time seems to go very quickly when I visit the brand community
Visiting the brand community is personally interesting to me
I am deeply focused when I visit the brand community
When navigating in the brand community I feel in control
I consider myself knowledgeable about the content in the brand community
When I visit the brand community I tend to lose track of time
Logging on the brand community excites my curiosity
I forget about my immediate surroundings when I am logged onto the brand community
I know how to find what I am looking for in the brand community
5. Do you keep up to date with news items posted in the brand community?
6. Please consider the other members in the brand community and state the degree to which you agree or disagree to the following statements:
Strongly AgreeAgreeNeutralDisagreeStrongly Disagree
The other members of the community share interests that are similar to mine
One of the reasons I am member is to meet and interact with new people
Being a member of the brand community means a lot to me
I have a lot in common with the other members in the brand community
The forums, discussions and traditions in the brand community relate to me
It matters to me what the other members have to say
I consider the other members part of my social network
I trust the opinions of the other members
I communicate mostly with members who are of the same sex as me
I know somewhat less than most members of the brand commuity
The people I interact with in the brand community relate to me on a personal level
I feel part of the brand community
I am more knowledgeable than most other members in my brand community
7. Compared to the other members of the brand community, to what degree do you feel that you contribute new information?
8. Instructions: The word flow is used to describe a state of mind sometimes experienced by people who are deeply involved in some activity. One example of flow is where a professional athlete is playing exceptionally well and achieves a state of mind where nothing else matters but the game; he or she is completely and totally immersed in it. The experience is not exclusive to athletics: many people report this state of mind when playing games, engaging in hobbies, or working.

Activities that lead to flow completely captivate a person for some period of time. When one is in flow, time may seem to stand still, and nothing else seems to matter. Flow may not last for a long time on any particular occasion, but it may come and go over time. Flow has been described as an intrinsically enjoyable experience.

Thinking about your own use of the brand community: do you ever think you have experienced flow in the brand community’s website?
9. If you answered no to the previous questions, please do not answer the following question.

In general, how frequently would you say you have experienced “flow” when you are logged on to the brand community?

10. Please rate the degree to which you agree or disagree to the following questions
Strongly AgreeAgreeNeutralDisagreeStrongly Disagree
Most of the time I am logged on to the brand community I feel that I am in flow
Overall, I am a devoted fan of the brand
I consider myself loyal to my brand
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