Oprah SurveyOprah Survey

1. Which of the following Oprah Winfrey brands do you use each month, if any?

Which of the following Oprah Winfrey brands do you use each month, if any? I listen to the Oprah and Friends satellite radio

I watch The Oprah Winfrey Show

I watch OWN (the Oprah Winfrey Network)

I read O! Magazine

I read an Oprah Book Club book

Other (please specify)

2. Using adjectives, please state your current opinions or feelings toward Oprah Winfrey.

Using adjectives, please state your current opinions or feelings toward Oprah Winfrey.

3. I am more likely to buy a consumer product if I know that Oprah Winfrey has endorsed it.

I am more likely to buy a consumer product if I know that Oprah Winfrey has endorsed it. Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

4. Please rate the following questions.

	Strongly Disagree	Disagree	Neutral	Agree	Strongly Agree
I feel that Oprah Winfrey is a genuine figure.	*Please rate the following questions. I feel that Oprah Winfrey is a genuine figure. Strongly Disagree	I feel that Oprah Winfrey is a genuine figure. Disagree	I feel that Oprah Winfrey is a genuine figure. Neutral	I feel that Oprah Winfrey is a genuine figure. Agree	I feel that Oprah Winfrey is a genuine figure. Strongly Agree
I feel that Oprah Winfrey is a relatable figure.	I feel that Oprah Winfrey is a relatable figure. Strongly Disagree	I feel that Oprah Winfrey is a relatable figure. Disagree	I feel that Oprah Winfrey is a relatable figure. Neutral	I feel that Oprah Winfrey is a relatable figure. Agree	I feel that Oprah Winfrey is a relatable figure. Strongly Agree
I am more likely to watch The Oprah Winfrey Show than any other talk show on TV.	I am more likely to watch The Oprah Winfrey Show than any other talk show on TV. Strongly Disagree	I am more likely to watch The Oprah Winfrey Show than any other talk show on TV. Disagree	I am more likely to watch The Oprah Winfrey Show than any other talk show on TV. Neutral	I am more likely to watch The Oprah Winfrey Show than any other talk show on TV. Agree	I am more likely to watch The Oprah Winfrey Show than any other talk show on TV. Strongly Agree
I am less likely to form a negative opinion of Winfrey because she is so philanthropic.	I am less likely to form a negative opinion of Winfrey because she is so philanthropic. Strongly Disagree	I am less likely to form a negative opinion of Winfrey because she is so philanthropic. Disagree	I am less likely to form a negative opinion of Winfrey because she is so philanthropic. Neutral	I am less likely to form a negative opinion of Winfrey because she is so philanthropic. Agree	I am less likely to form a negative opinion of Winfrey because she is so philanthropic. Strongly Agree
My opinion of Winfrey changed for the better or for the worse after her endorsement of Barack Obama in 2008.	My opinion of Winfrey changed for the better or for the worse after her endorsement of Barack Obama in 2008. Strongly Disagree	My opinion of Winfrey changed for the better or for the worse after her endorsement of Barack Obama in 2008. Disagree	My opinion of Winfrey changed for the better or for the worse after her endorsement of Barack Obama in 2008. Neutral	My opinion of Winfrey changed for the better or for the worse after her endorsement of Barack Obama in 2008. Agree	My opinion of Winfrey changed for the better or for the worse after her endorsement of Barack Obama in 2008. Strongly Agree
I feel that Oprah’s Winfrey’s “rags to riches” past has been a large reason for her success.	I feel that Oprah’s Winfrey’s “rags to riches” past has been a large reason for her success. Strongly Disagree	I feel that Oprah’s Winfrey’s “rags to riches” past has been a large reason for her success. Disagree	I feel that Oprah’s Winfrey’s “rags to riches” past has been a large reason for her success. Neutral	I feel that Oprah’s Winfrey’s “rags to riches” past has been a large reason for her success. Agree	I feel that Oprah’s Winfrey’s “rags to riches” past has been a large reason for her success. Strongly Agree

5. Do you think Oprah’s motives are truly based on helping others, or do you believe that she solely wants to further market her “brand” in a positive way?

Do you think Oprah’s motives are truly based on helping others, or do you believe that she solely wants to further market her “brand” in a positive way? I believe she is genuine and truly wants to help others.

I believe she is only interested in furthering the Oprah Winfrey brand and is not as genuine as she appears to be.

6. In your opinion, why do you believe Oprah Winfrey has remained so successful over the past 25 years?

In your opinion, why do you believe Oprah Winfrey has remained so successful over the past 25 years?

7. Which of the following traits, if any, do you believe have been the most important aspects Winfrey’s success?

Which of the following traits, if any, do you believe have been the most important aspects Winfrey’s success? Winfrey is a relatable figure

Winfrey’s ability to disclose her personal struggles and concerns (ex: weight loss struggles)

Winfrey’s philanthropic endeavors

Winfrey’s past makes her appear to be more humble

Winfrey’s political stance

Other (please specify)

8. Did Oprah Winfrey’s political endorsement of presidential candidate, Barack Obama, influence your votes or opinions of Obama? If yes, please state why.

Did Oprah Winfrey’s political endorsement of presidential candidate, Barack Obama, influence your votes or opinions of Obama? If yes, please state why. Yes, I was more likely to vote for Obama because of Winfrey’s approval.

No, I was not more likely to vote for Obama because of Winfrey’s approval.

Winfrey’s endorsement turned me off of both Obama and Winfrey.

Other (please specify)

9. Do you think it was appropriate for Winfrey to endorse Obama in the 2008 presidential elections? Please state your opinions.

Do you think it was appropriate for Winfrey to endorse Obama in the 2008 presidential elections? Please state your opinions. Yes, she has a right to support anyone that she wants to.

No, it was not her place to get involved with politics.

Please elaborate.

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