Comscore Wikia Fandom 2016 121316

Wikia Fandom Study
Draft Survey
December 2016
FOR FURTHER INFORMATION, PLEASE CONTACT:
Kim Rome, Senior Survey Director

comScore, Inc.
(206) 268-6310
krome@comscore.com
Vivey Chen, Lead Analyst

comScore, Inc.
(703) 234-8671
vchen@comscore.com
VERSION TRACKING INTERNAL PURPOSES ONLY
o Version 1 (Original) 11.17.16
o Version 2 11.18.2016
o Version 3 11.23.16
o Version 10 12.04.16
o Version 11 12.05.16
o Version 12 12.06.16
o Version 13 12.07.16
o Version 14 12.09.16
o Version 15 12.12.16
o Version 16 12.13.16
I. SCREENING QUESTIONS
PROGRAMMER NOTE:
o QUOTAS AS FOLLOWS
o TREAT MIN COUNT AS HARD CAP AND WE WILL ADJUST THE CAP WHEN IN FIELD.
Total Hard Quota Group QID and Requirement Target

Quota Quota
Maximum
Count
Total Fandom 13-54 (we need to deliver on n=5000 but the over-recruit target will be
n=5,250
used for the quotas)
Media Category Quota Group QID and Requirement Target

Hard Quota Quota
Maximum
Count
Total Fandom 13-54 n=5,250
TV shows HQCAT=1 1750
Movies HQCAT=2 1750
Video games HQCAT=3 1750
Total Hard Age Quota Group QID and Requirement Target

/ Gender Quota
Sub-Quota Minimum
Count
Total Fandom 13-54 Collect a minimum of n=4,620 and let the remaining n=630 (for
n=4,620
a total of n=5,250) naturally fall out.
Male 13-17 HQAGE4NETS=1 AND GEND=1 210
PAGE 2
Female 13-17 HQAGE4NETS=1 AND GEND=2 210
TV Show Hard Quota Group QID and Requirement Target

Sub-Quota Quota
Minimum
Count
TV Show 13-54 Collect a minimum of n=1,176 and let the remaining n=574 (for a
n=1,540
total of n=1,750) naturally fall out.
Male 13-17 HQAGE4NETS=1 & GEND=1 & HQCAT=1 70
Female 13-17 HQAGE4NETS=1 & GEND=2 & HQCAT=1 70
Movie Hard Quota Group QID and Requirement Target

Sub-Quota Quota
Minimum
Count
Movie 13-54 Collect a minimum of n=1,176 and let the remaining n=574 (for a total of
n=1,540
n=1,750) naturally fall out.
Video Game Quota Group QID and Requirement Target

Hard Sub- Quota
Quota Minimum
Count
Video game 13-54 Collect a minimum of n=1,176 and let the remaining n=574 (for a
n=1,540
total of n=1,750) naturally fall out.
PAGE 3
PROGRAMMER NOTE:
o INTERNET BROWSER WINDOW SHOULD READ Market Research Survey
o FORCE RESPONSE UNLESS OTHERWISE SPECIFIED
o INSERT PAGE BREAK BETWEEN ALL QUESTIONS UNLESS OTHERWISE SPECIFIED
o ALTERNATE SHADING OF ROWS IN GRIDS
o HIGHLIGHT UNANSWERED ROWS
o SHOW TEXT IN BLACK FONT UNLESS OTHERWISE SPECIFIED
INTRODUCTION/SCREENER SECTION
INTRO. We appreciate your interest in participating in this survey! This survey will take approximately 30
minutes.
All study results will be reported as aggregate findings and WILL NOT be linked to you personally in any
manner.
Your responses to the survey will be kept strictly confidential and WILL NOT be used to contact or sell
you any products or information.
PROGRAMMER NOTE:
o SHOW INTRO ON NEXT PAGE IF DEVICE_TYPE=PC OR TABLET
INTRO. Please maximize this window before you continue.
PROGRAMMER NOTE:
o SHOW E INTRO ON NEXT PAGE IF DEVICE_TYPE=PHONE
INTRO. For the best experience, please take this survey on a desktop / laptop or tablet before you
continue.
PROGRAMMER NOTE:
SETTING UP AGE NETS
o IF AGE=1-12; QNETAGE=1
o IF AGE=65+; QNETAGE=8
o IF QNETAGE=1, 7 OR 8, THANK AND TERMINATE.
AGE. What is your age? (DATA BOX)
(DATA BOX MAXIMUM 3 DIGITS, RANGE 1 125)
PROGRAMMER NOTE:
SETTING UP AGE NETS
PAGE 4
o IF QNETAGE=2, HQAGE4NETS=1
o IF QNETAGE=3 OR 4, HQAGE4NETS=2
HQAGE4NETS. Hidden question to track age nets. (RADIO BUTTON - VERTICAL)
Code
13-17 1
18-34 2
35-54 3
55+ 4
GEND. Are you? (RADIO BUTTON - VERTICAL)
Code
Male 1
Female 2
PROGRAMMER NOTE:
o RANDOMIZE CODES, ANCHOR 99
o KEEP CODES 4-5 TOGETHER
o IF QDEV=99, THANK AND TERMINATE
QDEV. Which devices do you own or regularly use? Please select all that apply. (CHECKBOX + RADIO
BUTTON - VERTICAL)
Code
Desktop / laptop 1
Smartphone (e.g., iPhone, Samsung Galaxy, etc.) 2
Tablet (e.g., iPad, Amazon Kindle Fire, etc.) 3
Smart TV 4
Conventional TV that is not a Smart TV 5
Streaming set-top box or stick (e.g., Chromecast, Roku, Apple TV, etc.) 6
Video game console (e.g., Xbox, PlayStation, etc.) 7
Blu-ray disc player 8
Smartwatch or wearable activity tracker (e.g., Apple Watch, Fitbit, etc.) 9
None of the above 99
PROGRAMMER NOTE:
o RANDOMIZE ROWS, ANCHOR 99
o IF QIND1=2, 3, 5, 6 OR 8, THANK AND TERMINATE
QIND1. This research will include participants from various industries. Do you, or does anyone in your
household, work in any of the following industries? Please select all that apply. (CHECKBOX + RADIO
BUTTON - VERTICAL)
PAGE 5
Code
Travel such as a travel agency, airline company, or hotel 1
Advertising such as agencies, ad networks, etc. 2
Market research 3
Retail stores such as Macys, Amazon, Target, Best Buy, etc. 4
Internet industry or social networking websites such as Google, Yahoo!, MSN, Facebook, etc. 5
Broadcast or print media such as newspaper, television or radio 6
Health care such as hospitals, pharmacies, or therapy 7
Entertainment industry such as film, TV, or video games 8
PROGRAMMER NOTE:
o RANDOMIZE ROWS
o ERROR MESSAGE: Please select a response for each row.
o IF QFREQ_1=91-92 AND QFREQ_2=91-92 AND QFREQ_3=91-92, THANK AND TERMINATE
QFREQ. In a typical week, how often do you do each of the following activities? Please select a response
for each row. (RADIO BUTTON - HORIZONTAL)
Never Less Once a Several Daily

A few
than week times a
times a
once a week
week
week
91 92 93 94 95 96 Cod
e
Watch TV shows 1
Watch movies 2
Play PC or console video games 3
Shop online 4
Exercise 5
Read books 6
Listen to audio books 7
Listen to podcasts 8
PROGRAMMER NOTE:
o SHOW IF QFREQ=93-96 FOR ANY ROW
o SHOW ROWS THAT =93-96 IN QFREQ
o SHOW ROWS IN SAME ORDER AS SHOWN IN QFREQ
o IF QTIME_192-96 AND QTIME_292-96 AND QTIME_392-96, THANK AND TERMINATE
PAGE 6
QTIME. In a typical week, how much time do you spend doing each activity? Please select a response for
each row. (RADIO BUTTON - HORIZONTAL)
More
Less than 1 to 5 6 to 9 10 to 15 16 to 20
than 20
1 hour hours hours hours hours
hours
91 92 93 94 95 96 Code
Watch TV shows 1
Watch movies 2
Play PC or console video games 3
Shop online 4
Exercise 5
Read books 6
Listen to audio books 7
Listen to podcasts 8
PROGRAMMER NOTE:
o IF QTIME_1=92-96, PUNCH CODE 1
HQALLCAT. Hidden question to determine all media categories consumed. (CHECKBOX - VERTICAL)
Code
TV shows 1
Movies 2
Video games 3
PROGRAMMER NOTE:
o USE LEAST FILL TO PUNCH ONE CODE IN HQCAT
o IF HQALLCAT=3, PRIORITIZE CODE 3 FOR HQCAT
HQCAT. Hidden question to determine media category. (RADIO BUTTON - VERTICAL)
Code
TV shows 1
movies 2
video games 3
II. OVERALL MEDIA & ENTERTAINMENT
OVERALL CONSUMPTION
PROGRAMMER NOTE:
o SHOW INTRO IN BRIGHT BLUE FONT ON SAME PAGE AS NEXT QUESTION
PAGE 7
INTRO. In this next section, we will ask you questions about your consumption of different media and
entertainment such as TV shows, movies, and video games.
PROGRAMMER NOTE:
o SHOW HEADERS IN BRIGHT BLUE FONT
o RANDOMIZE ROWS WITHIN EACH SECTION
o ANCHOR CODE 99
o KEEP CODES 14-15 TOGETHER, ALWAYS SHOWING 14 BEFORE 15
o KEEP CODES 16-17 TOGETHER, ALWAYS SHOWING 16 BEFORE 17
QSERV. Which of the following services do you use? Please select all that apply. (CHECKBOX + RADIO
BUTTON - VERTICAL)
Code
TV / Video Services
Cable TV service 1
Showtime Streaming (not part of cable subscription) 2
Starz Streaming (not part of cable subscription) 3
Sling TV 4
PlayStation Vue 5
Netflix 6
HBO Go (part of cable subscription) 7
HBO Now (not part of cable subscription) 8
Hulu 9
Amazon Prime Video 10
Digital Media Stores
Google Play 11
iTunes 12
Vudu 13
Music Streaming Services
Spotify (free service) 14
Spotify Premium (paid service) 15
Pandora (free service) 16
Pandora One (paid service) 17
Apple Music 18
Tidal 19
Slacker 20
Google Play Music All Access (paid service) 33
Amazon Prime Music 34
Video Game Services
GameFly 21
PlayStation Now 22
Twitch Prime 23
Xbox Live 24
PAGE 8
PROGRAMMER NOTE:
o SHOW IF QSERV=1-6, 8-9, 15, 17-20, 33, 21-24
o SHOW ROWS 1-24, 33 SELECTED IN QSERV
o SHOW ROWS 1-24, 33 IN THE SAME ORDER AS SHOWN IN QSERV
o DO NOT SHOW CODES 7, 10-14, 16 AND 34
o DO NOT SHOW HEADERS
o ERROR MESSAGE ROW LEFT BLANK: Please enter in a dollar amount for each row. If you do not pay
for a particular service in a typical month, please select the option I do not pay for this service.
o ERROR MESSAGE IF DATA BOX=0: Please enter in a dollar amount greater than 0 for each row. If
you do not pay for a particular service in a typical month, please select the option I do not pay for
this service.
o LIMIT RANGE FOR EACH DATA BOX TO 1-999
o DATA BOX SHOULD ONLY ALLOW FOR WHOLE NUMBERS NO DECIMALS
QSPEND1. In a typical month, approximately how much money do you spend on each service? Please
enter in a dollar amount (in whole numbers) for each row. If you do not pay for a particular service in a typical
month, please select the option I do not pay for this service. (DATA BOX + RADIO BUTTON HORIZONTAL)
Dollars Spent in a I do not pay for this

Typical Month service
Code 91 Code 99
TV / Video Services (DO NOT SHOW HEADER)
1 Cable TV service $ [DATA BOX 1-999]
2 Showtime Streaming (not part of cable subscription) $ [DATA BOX 1-999]
3 Starz Streaming (not part of cable subscription) $ [DATA BOX 1-999]
4 Sling TV $ [DATA BOX 1-999]
5 PlayStation Vue $ [DATA BOX 1-999]
6 Netflix $ [DATA BOX 1-999]
7 HBO Go (part of cable subscription) DO NOT SHOW $ [DATA BOX 1-999]
8 HBO Now (not part of cable subscription) $ [DATA BOX 1-999]
9 Hulu $ [DATA BOX 1-999]
10 Amazon Prime Video DO NOT SHOW $ [DATA BOX 1-999]
Digital Media Stores (DO NOT SHOW HEADER)
11 Google Play DO NOT SHOW $ [DATA BOX 1-999]
12 iTunes DO NOT SHOW $ [DATA BOX 1-999]
13 Vudu DO NOT SHOW $ [DATA BOX 1-999]
Music Streaming Services (DO NOT SHOW HEADER)
14 Spotify (free service) DO NOT SHOW $ [DATA BOX 1-999]
15 Spotify Premium (paid service) $ [DATA BOX 1-999]
16 Pandora (free service) DO NOT SHOW $ [DATA BOX 1-999]
17 Pandora One (paid service) $ [DATA BOX 1-999]
18 Apple Music $ [DATA BOX 1-999]
19 Tidal $ [DATA BOX 1-999]
20 Slacker $ [DATA BOX 1-999]
33 Google Play Music All Access (paid service) $ [DATA BOX 1-999]
34 Amazon Prime Music DO NOT SHOW $ [DATA BOX 1-999]
Video Game Services (DO NOT SHOW HEADER)
PAGE 9
21 GameFly $ [DATA BOX 1-999]
22 PlayStation Now $ [DATA BOX 1-999]
23 Twitch Prime $ [DATA BOX 1-999]
24 Xbox Live $ [DATA BOX 1-999]
PROGRAMMER NOTE:
o RANDOMIZE ROWS
o ERROR MESSAGE ROW LEFT BLANK: Please enter in a dollar amount for each row. If you do not pay
for a particular good or service in a typical month, please select the option I do not pay for this good
or service.
o ERROR MESSAGE IF DATA BOX=0: Please enter in a dollar amount greater than 0 for each row. If
you do not pay for a particular good or service in a typical month, please select the option I do not
pay for this good or service.
o LIMIT RANGE FOR EACH DATA BOX TO 1-999
o DATA BOX SHOULD ONLY ALLOW FOR WHOLE NUMBERS NO DECIMALS
QSPEND2. In a typical month, approximately how much money do you spend on the following goods or
services? Please enter in a dollar amount (in whole numbers) for each row. If you do not pay for a particular
good or service in a typical month, please select the option I do not pay for this good or service. (DATA BOX +
RADIO BUTTON HORIZONTAL)
Dollars Spent in a I do not pay for this

Typical Month good or service
Physical or digital TV shows
25 $ [DATA BOX 1-999]
(excluding subscription services)
Physical or digital movies
26 $ [DATA BOX 1-999]
Physical or digital video games
27 $ [DATA BOX 1-999]
28 Physical or digital books $ [DATA BOX 1-999]
Physical or digital music
29 $ [DATA BOX 1-999]
30 Music concert tickets $ [DATA BOX 1-999]
31 Video game events $ [DATA BOX 1-999]
32 Movie theater tickets $ [DATA BOX 1-999]
PROGRAMMER NOTE:
o BASED ON QSPEND1 AND QSPEND2, CREATE A TOTALDOLLARNET VARIABLE SUM OF VALUES
FROM CODES 1-24, 33 IN QSPEND1 AND CODES 25-32 IN QSPEND2
o BASED ON QSPEND1, CREATE TVVIDEODOLLAR NET VARIABLE SUM OF VALUES FROM CODES
1-10
o BASED ON QSPEND1, CREATE MUSICDOLLARNET VARIABLE SUM OF VALUES FROM CODES 14-
20, 33
o BASED ON QSPEND1, CREATE VIDEOGAMEDOLLARNET VARIABLE SUM OF VALUES FROM
CODES 21-24
o BASED ON QSPEND2, CREATE OTHERDOLLARNET VARIABLE SUM OF VALUES FROM CODES
25-32
PROGRAMMER NOTE:
PAGE 10
o RANDOMIZE COLUMNS
o KEEP CODES 1-2 TOGTHER
o DO NOT SHOW A CHECKBOX IN COLUMN 91 FOR CODE 9
o SHOW ERROR MESSAGE: Please select all that apply for each column.
QMETHOD. How do you typically watch TV shows and movies? Please select all that apply for each column.
(CHECKBOX - VERTICAL)
TV Shows Movies
91 92 Code
Stream them online via a streaming service (e.g., Netflix, Hulu, etc.) 1
Stream them online via an online rental (temporarily lease) 2
Download them online (digital movie or TV show that you purchase) 3
Rent physical DVDs / Blu-ray videos (via RedBox, DVD Netflix, etc.) 4
Buy physical DVDs / Blu-ray videos 5
Via physical VHS 6
Live TV / cable broadcast 7
Using DVR 8
At a movie theater 9
Other 98
PROGRAMMER NOTE:
o SHOW IF QMETHOD=1 OR 2 FOR EITHER COLUMN AND QDEV=1-5
o SHOW CODE 91 IF QMETHODX91=1 OR 2
o SHOW CODE 92 IF QMETHODX92=1 OR 2
o SHOW COLUMNS IN SAME ORDER AS SHOWN IN QMETHOD
o IF QMETHODX91=1 OR 2 AND QMETHODX92=1 OR 2, SHOW QUESTION TEXT: TV shows and movies
o IF QMETHODX91=1 OR 2 AND QMETHODX921 AND 2, SHOW QUESTION TEXT: TV shows
o IF QMETHODX911 AND 2 AND QMETHODX92=1 OR 2, SHOW QUESTION TEXT: movies
o SHOW CODE 1 IF QDEV=1
o SHOW CODE 5 IF QDEV=4 OR 5 AND QDEV=6
o SHOW CODE 7 IF QDEV=4 OR 5 AND QDEV=1 OR 2 OR 3
o SHOW ERROR MESSAGE: Please select all that apply for each column.
QSTREAM. Which online streaming methods do you typically use to watch TV shows and movies / TV
shows / movies? Please select all that apply for each column. (CHECKBOX - VERTICAL)
TV Shows Movies
PAGE 11
91 92 Code
Directly on a desktop / laptop 1
Directly on a smartphone 2
Directly on a tablet 3
Directly on a Smart TV using built-in software or apps 4
On your TV by streaming it from a set-top box or stick (e.g., Google
5
Chromecast, Amazon Fire TV, Roku, Apple TV, etc.)
On your TV by streaming it from a gaming console (e.g., Xbox, PlayStation,
6
etc.)
On your TV by streaming it from a desktop / laptop, tablet or smartphone 7
On your TV by streaming it from a Blu-ray disc player 8
Other 98
PROGRAMMER NOTE:
o SHOW IF QMETHODX92=9
o KEEP CODES 1-2 TOGETHER, ALWAYS SHOW CODE 1 BEFORE CODE 2
o KEEP CODES 3-4 TOGETHER, ALWAYS SHOW CODE 3 BEFORE CODE 4
QMOVTHEATER1. When available, what types of movies do you typically watch at movie theaters? Please
select all that apply. (CHECKBOX - VERTICAL)
Code
Standard 2D movies 1
Standard 3D movies (i.e., regular movie watched with 3D glasses) 2
IMAX 2D movies 3
IMAX 3D movies (i.e., IMAX movie watched with 3D glasses) 4
Other (please specify) (TEXT BOX ONE LINE) 98
PROGRAMMER NOTE:
o SHOW IF QMETHODX92=9
o SHOW ALL THREE TABLES VERTICALLY ON THE SAME PAGE
o RANDOMIZE TABLES
o RANDOMIZE CODES 1-2 FOR ALL TABLES
o ERROR MESSAGE: Please select a response for each pair of statements.
QMOVTHEATER2. Below are a few paired statements about movies watched at movie theaters. For each
pair, please pick the statement that you feel best describes you. While you may agree or disagree with both
statements, please choose one statement that is most representative of your movie-going experience. (RADIO
BUTTON - VERTICAL)
Code 90 Code
I typically watch movies at small or indie theaters 1
I typically watch movies at large, multi-screen movie theaters 2
Code 91 Code
I usually pre-order tickets online before going to the movie theater 1
PAGE 12
I usually buy tickets at the box office 2
Code 92 Code
I have to watch a trailer or research a movie before watching it at the theater 1
I will watch a movie at the theater even if I havent seen the trailer or dont know much about it 2
PROGRAMMER NOTE:
o SHOW IF HQALLCAT=3
o RANDOMIZE ROWS, ANCHOR 16-98
o KEEP CODES 6-10 TOGETHER, KEEP CODES 6-7 TOGETHER, KEEP CODES 6-8 TOGETHER
QCONSOLE. What devices or consoles do you use to play PC or console video games? Please select all
that apply. (CHECKBOX - VERTICAL)
Code
Desktop / laptop 1
Smartphone 2
Tablet 3
Xbox One 4
Xbox 360 5
PlayStation 4 Pro 6
PlayStation 4 7
PlayStation 3 8
PlayStation Vita 9
PlayStation VR 10
Wii 11
Wii U 12
Nintendo DS 13
Nintendo 3DS 14
Amazon Fire TV 15
Apple TV 17
Roku 18
Other virtual reality headsets (please specify) (TEXT BOX ONE LINE) 16
Other device or console (please specify) (TEXT BOX ONE LINE) 98
PROGRAMMER NOTE:
PAGE 13
QVGMETHOD. How do you obtain PC or console video games to play? Please select all that apply.
Code
Buy physical copies 1
Buy digital copies 2
Rent physical copies 3
Use a gaming / subscription service (e.g., PlayStation Now, GameFly, etc.) 4
Borrow from a friend 5
GENERAL ACTIVITIES
PROGRAMMER NOTE:
INTRO. In this next section, we will ask you questions about the activities you do related to entertainment
such as TV shows, movies, and video games.
PROGRAMMER NOTE:
o RANDOMIZE ROWS
o CREATE NETS: TOP 2 BOX (CODES 94-95), NEUTRAL (CODES 93), BOTTOM 2 BOX (CODES 91-92)
o REPEAT HEADER EVERY 9 ROWS
QGENFREQ. How often do you do each of the following activities related to entertainment (TV shows,
movies, or video games)? Please select a response for each row. (RADIO BUTTON - HORIZONTAL)
Very
Never Rarely Sometimes Often
Often
91 92 93 94 95 Code
Post / share entertainment-related articles
1
on social media
Post / share entertainment-related videos
2
on social media
Browse through entertainment-related
3
discussion boards / forums
Post in entertainment-related discussion
4
boards / forums
Watch TV show or movie trailers 5
Watch video game trailers or previews 6
PAGE 14
Listen to entertainment-related podcasts 7
Create fan fiction, art or photos 8
Create memes or GIFs 9
Follow entertainment news or celebrity
10
gossip
Watch movies at the movie theater on
11
opening night or weekend
Buy video games the week theyre
12
released
Dress up as a character from a TV show,
13
movie or video game (i.e., cosplay)
Read / watch / listen to critics reviews 14
Read / watch / listen to fan reviews 15
Watch interviews with directors /
producers of a TV show, movie, or video 16
game
Watch interviews with actors 17
Watch movies at the movie theater 18
PROGRAMMER NOTE:
o ALPHASORT ROWS, ANCHOR 97-99
QSITES. Which sites or apps do you use to seek out content related to TV shows, movies and/or video
games? Please select all that apply. (CHECKBOX - VERTICAL)
Code
Google search engine 1
Yahoo search engine 2
Bing search engine 3
Wikia 4
Wikipedia 5
Facebook 6
Twitter 7
Tumblr 8
Reddit 9
Buzzfeed 10
YouTube 11
IMDb 12
IGN 13
Fandango 14
Moviefone 15
TV Guide 16
Twitch 17
GameSpot 18
Kotaku 19
PAGE 15
Crave Online 20
AV Club 21
Giant Bomb 22
TV.com 23
Complex 24
Fandom 25
Polygon 26
Nerdist 27
Entertainment Weekly 28
Vox 29
The Verge 30
Uproxx 31
Collider 32
Movie Pilot 33
QAD. Do you use an ad blocker when browsing the Internet? (RADIO BUTTON - VERTICAL)
Code
I use an ad blocker to get rid of all Internet ads 1
I use an ad blocker, but I will disable it for specific sites I like to browse 2
I do not use an ad blocker 3
Dont know / not sure 99
OVERALL PERCEPTIONS
PROGRAMMER NOTE:
INTRO. In this next section, we will ask you questions about your perceptions of and attitudes towards
different types of media and entertainment.
PROGRAMMER NOTE:
o USE CAROUSEL FORMAT
o RANDOMIZE ROWS
o CREATE NETS: TOP 2 BOX (CODES 6-7), NEUTRAL (CODES 3-5), BOTTOM 2 BOX (CODES 1-2)
o ERROR MESSAGE: Please select a response.
QOVERALL. Please indicate the degree to which each statement describes you. (CAROUSEL FORMAT)
Does not describe me at

Neutral Describes me very well
all
1 2 3 4 5 6 7 Code
Overall, I am a devoted TV show fan 1
PAGE 16
Overall, I am a devoted movie fan 2
Overall, I am a devoted video game fan 3
PROGRAMMER NOTE:
o RANDOMIZE ROWS
o LENGTHEN TEXT COLUMN AS MUCH AS POSSIBLE
o IF QPERCEPTION1_999=1 OR 3-7, THANK AND TERMINATE
o KEEP CODE 999 ANCHORED AT BOTTOM
QPERCEPTION1. How much do you agree or disagree with the following statements related to
entertainment (e.g., TV shows, movies and video games)? Please select a response for each row. (RADIO
BUTTON - HORIZONTAL)
Disagree Agree
Neutral
completely completely
1 2 3 4 5 6 7 Code
Entertainment is a big part of my life 1
I love browsing the Internet 2
Im usually the first of my friends and
3
family to discover new entertainment
I enjoy entertainment that lets me
4
escape from my regular life
Im someone who likes to talk about
5
what Im currently watching or playing
I get easily excited about a TV show,
6
movie or video game
I find meaning in my own life in the TV
shows, movies or video games that I 7
watch or play
I rely on my friends and family to
8
suggest things to watch or play
People turn to me for advice on the
latest TV shows, movies or video 9
games
I prefer the big screen experience 10
Please select 2 for this row. 999
PROGRAMMER NOTE:
o RANDOMIZE ROWS
PAGE 17
QPERCEPTION2. How much do you agree or disagree with the following statements related to TV shows?
Please select a response for each row. (RADIO BUTTON - HORIZONTAL)
Disagree Agree
Neutral
1 2 3 4 5 6 7 Code
I like to discover new TV shows 1
I enjoy binge-watching TV series 2
I dedicate time in my schedule to catch
3
up on TV shows
I re-watch TV series to see things I
4
didnt notice before
I only watch TV shows once theyve
5
become popular or mainstream
I like to discuss TV shows with my
6
friends and family
I watch releases of new episodes or
7
seasons right away
I like getting behind-the-scenes
8
information about TV shows
I get easily hooked on TV shows 9
I enjoy getting other peoples take /
10
theories on storyline and characters
PROGRAMMER NOTE:
o RANDOMIZE ROWS
QPERCEPTION3. How much do you agree or disagree with the following statements related to movies?
Disagree Agree
Neutral
1 2 3 4 5 6 7 Code
I like when movies transport me to
1
another place
I often walk away from movies longing
2
for more
I prefer to watch movies with friends or
3
family
Im picky about which movies I watch 4
I enjoy watching movie trailers 5
I prefer small / independent films that
6
most people dont know about
PAGE 18
I like to watch movies that are award
7
nominees or winners
I enjoy watching blockbuster movies
8
that get a lot of media hype
The movies lead actors influence my
9
decision to watch
The movies director influences my
10
decision to watch
I like watching movie sequels 11
I like watching movie adaptations of
12
books, comics, or video games
I get excited for new releases after
13
watching movie trailers
PROGRAMMER NOTE:
o RANDOMIZE ROWS
QPERCEPTION4. How much do you agree or disagree with the following statements related to video
games? Please select a response for each row. (RADIO BUTTON - HORIZONTAL)
Disagree Agree
Neutral
1 2 3 4 5 6 7 Code
I feel a connection between my own
1
life and video games
Video games bring out different
2
emotions in me
I like to get immersed in a game and/or
3
the world it creates
I want to become an expert in the
4
games I play
I like to play magical or supernatural
5
characters
I like video games that require a lot of
6
skill or strategy
I like playing games where I progress
7
to higher levels
I select games I can experience with
8
another person
I like to engage in side quests I find
9
interesting
PAGE 19
I prefer playing single-player games
(as opposed to games with other 10
players)
I like to chat with my friends virtually in
11
video games
The video games I play influence my
12
personal values
III. TV SHOW CATEGORY
PROGRAMMER NOTE:
o SHOW THIS SECTION ONLY IF HQCAT=1 (TV SHOWS)
TV SHOW INTRO
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
INTRO. In this next section, we will ask you specific questions about the TV shows you like to watch.
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
QTVGENRE. You mentioned previously that you watch TV shows in a typical week. What TV show genres
do you like to watch? Please select all that apply. (CHECKBOX - VERTICAL)
Code
Action 1
Adventure 2
Animation 3
Anime 4
Biography 5
Comedy 6
Crime 7
Documentary 8
Drama 9
Family 10
Fantasy 11
Foreign 12
Game Show 13
History 14
Horror 15
Music 16
Musical 17
PAGE 20
Mystery 18
News 19
Reality TV 20
Romance 21
Sci-Fi 22
Short 23
Sport 24
Talk Show 25
Thriller 26
War 27
Western 28
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
o ERROR MESSAGE: Please enter in a TV show that best fits each description below.
o IF QTVSHOW_1=99 OR QTVSHOW_2=99 OR QTVSHOW_3=99, THANK AND TERMINATE
QTVSHOW. For this next question, we would like to know the specific TV shows that you have watched in
the past year.
Please enter a TV show that best fits each description below and also meets the following criteria:
You have watched at least one episode from the TV show in the past year.
The TV show has a storyline and is not a game show, talk show or reality TV.
Please ensure that each TV show is spelled correctly as we will be asking you about these TV shows in the next
section of the survey. (TEXT BOX - VERTICAL)
Code Code 99
Devoted fan: This is one of my all-time favorites Dont know /
1 [TEXT BOX]
not applicable
Moderate fan: I really like this but its not one of my all-time Dont know /
2 [TEXT BOX]
favorites not applicable
New fan: Started watching recently and like it so far Dont know /
3 [TEXT BOX]
not applicable
PROGRAMMER NOTE:
o INSERT TEXT SPECIFIED IN QTVSHOW
TVBRAND. Hidden question to insert TV shows in loop. (CHECKBOX - VERTICAL)
Code
(INSERT BRAND SPECIFIED IN QTVSHOWX1) 1
PAGE 21
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
o SHOW INTRO IN BRIGHT BLUE FONT ON SEPARATE PAGE
INTRO. In this next section of the survey, we will ask you a set of questions for each of the three TV
shows you entered in the previous question.
TV SHOW LOOP
PROGRAMMER NOTE:
o IN THE TV SHOW LOOP, SHOW THE ENTIRE SECTION FOR HQCAT=1 WITH TVBRANDX1 INSERTED
IN TVBRAND VARIABLE.
o THEN REPEAT THE SECTION A 2ND TIME FOR TVBRANDX2 INSERTED IN TVBRAND VARIABLE
o THEN REPEAT THE SECTION A 3RD TIME FOR TVBRANDX3 INSERTED IN TVBRAND VARIABLE
o RANDOMIZE THE ORDER OF THE TVBRANDX1/2/3 VARIABLES/LOOPS SHOWN
HQTVLOOP_1/_2/_3. Hidden question to track loops. (RADIO BUTTON - VERTICAL)
Code
Loop 1 (TVBRANDX1 Devoted fan) 1
Loop 2 (TVBRANDX2 Moderate fan) 2
Loop 3 (TVBRANDX3 New fan) 3
PROGRAMMER NOTE:
o VARIABLES REQUIRING INSERT LOGIC ARE HIGHLIGHTED IN ORANGE
o DO NOT SHOW THE INSERTS IN ORANGE FONT SHOW IN BLACK FONT
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
o IF HQTVLOOP=1, SHOW devoted fan
o IF HQTVLOOP=2, SHOW moderate fan
o IF HQTVLOOP=3, SHOW new fan
INTRO. You mentioned previously that you are a devoted fan / moderate fan / new fan of TVBRAND. In this
next section, please think about TVBRAND when answering the questions.
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
QTVTIME. When did you first start watching TVBRAND? Please provide your best estimate. (RADIO
BUTTON - VERTICAL)
Code
In the past month 1
2 to 3 months ago 2
4 to 6 months ago 3
7 to 11 months ago 4
PAGE 22
1 to 2 years ago 5
3 to 5 years ago 6
More than 5 years ago 7
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
QTVVIEW. Which statement below best describes your viewership of TVBRAND? (RADIO BUTTON -
VERTICAL)
Code
I am at the beginning stages of watching the show (regardless of how many seasons have been
1
released)
I have not watched all the episodes but have watched enough to know the plotline 2
I have watched all the episodes released so far and plan to watch future episodes / seasons 3
I have watched the entire series, which is no longer releasing new episodes 4
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
QTVDISC. How did you discover TVBRAND? Please select all that apply. (CHECKBOX - VERTICAL)
Code
Friend, family member, or colleague 1
Retail store (e.g., Amazon, Best Buy, etc.) 2
TV reviews site (e.g., Rotten Tomatoes, Metacritic, etc.) 3
Newspaper (e.g., New York Times, LA Times, etc.) 4
Magazine (e.g., TV Guide, Rolling Stone, etc.) 5
Entertainment news (e.g., E! News, Access Hollywood, etc.) 6
Social media (e.g., Facebook, Twitter, Instagram, etc.) 7
Blog / forum (e.g., Reddit, Tumblr, etc.) 8
Video streaming service (e.g., Netflix, Amazon Prime Video, Hulu, etc.) 9
Video sharing site (e.g., YouTube, Vimeo, etc.) 10
TV network (e.g., HBO, Comedy Central, CW, etc.) 11
Franchise (e.g., Marvel, Star Trek, etc.) 12
TV show trailer / promo 13
Advertisement / commercial 14
Billboard 15
Podcast / talk show 16
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
o SHOW IF QTVDISC=13-14
PAGE 23
QTVAD. You mentioned that you discovered TVBRAND via an advertisement, promo or trailer. Through
which methods did you hear about the TV show? Please select all that apply. (CHECKBOX - VERTICAL)
Code
Saw a banner / static image ad while browsing the Internet 1
Saw a video ad while browsing the Internet 2
Saw a TV commercial while watching live TV / cable broadcast 3
Saw a print ad in a magazine or newspaper 4
Heard an ad while listening to the radio, streaming music, etc. 5
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
o SHOW IF QTVDISC=13-15
o SHOW ROWS 1-5, 98 SELECTED IN QTVAD AND IN SAME ORDER AS SHOWN IN QTVAD
o SHOW ROW 6 IF QTVDISC=15
QTVADINFL. How influential were each of the following in your consideration to watch TVBRAND? Please
select a response for each row. (RADIO BUTTON - HORIZONTAL)
Not at all Very

Neutral
influential influential
1 2 3 4 5 6 7 Code
Online banner / static image ad 1
Online video ad 2
TV commercial 3
Print ad 4
Radio / music streaming ad 5
Billboard 6
(INSERT QTVAD_OTHER TEXT) 98
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
QTVREASON. What were your reasons for starting to watch TVBRAND? Please select all that apply.
Code
PAGE 24
Familiar with the work of the director 1
Familiar with the work of the writer(s) 2
Familiar with the work of the lead actors 3
Familiar with the work of the supporting cast 4
Familiar with the work of the producer 5
Familiar with the franchise (e.g., Marvel, Star Trek, etc.) 6
Read the book / comic 7
Like the genre 8
Like the content the TV network produces (e.g., HBO, Comedy Central, etc.) 9
Like the content the streaming service produces (e.g., Netflix, Amazon Prime Video, etc.) 10
Liked the TV trailer / promo / commercial 11
Storyline seemed interesting 12
Highly rated by critics 13
Award winner or nominee (e.g., Emmy, Golden Globes, etc.) 14
Recommended to me by a friend, family member or colleague 15
Recommended to me by a video streaming service based on my interests (e.g., Netflix, Amazon
16
Prime Video, Hulu, etc.)
Popular among friends or people I follow - wanted to see what the fuss was about 17
A friend / family member was watching the show and I joined in 18
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
o ALPHASORT ROWS, ANCHOR 98
o ERROR MESSAGE: Please select up to five words that best describe the show.
QTVDESC. In your opinion, how would you describe TVBRAND? Please select up to five words that best
describe the show. (CHECKBOX - VERTICAL)
Code
Addicting 1
Adventurous 2
Approachable 3
Artistic 4
Complex 5
Dark 6
Dramatic 7
Emotional 8
Entertaining 9
Family-friendly 10
Fascinating 11
Fast-moving 12
Feel-good 13
Funny 14
Graphic 15
Imaginative 16
PAGE 25
Inspirational 17
Intellectual 18
Intense 19
Ironic 20
Mind-blowing 21
Mysterious 22
Nostalgic 23
Offbeat 24
Original 25
Quirky 26
Realistic 27
Refreshing 28
Romantic 29
Suspenseful 30
Thought provoking 31
Unpredictable 32
Violent 33
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
o ERROR MESSAGE: Please select up to five elements.
QTVFEAT. Please select up to five elements of the TV show that keep you interested. (CHECKBOX -
VERTICAL)
Code
The genre 1
The characters 2
The acting 3
The dialogue 4
The plot / storyline 5
The cinematography 6
The music selection 7
The setting 8
The graphics 9
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
o RANDOMIZE ROWS WITHIN EACH SECTION, ANCHOR 99
PAGE 26
o DO NOT SHOW HEADER
QTVACTA. Besides watching TVBRAND, what other activities do you do in relation to the TV show?
Please select all that apply. (CHECKBOX + RADIO BUTTON - VERTICAL)
Follow / Look Up (DO NOT SHOW) Code

Follow / Look Up
Look up information about the cast, crew and/or production 1
Look up episode recaps or highlights 2
Look up fan theories 3
Look up spoilers 4
Look up character deep dives 5
Look up background or historical information about the TV show 6
Look up Easter eggs (i.e., an inside joke, message or reference hidden in a scene) 7
Catch up on top stories / latest news 8
Read / follow show-related posts on social media (e.g., Facebook, Twitter, etc.) 14
Read forums / discussion boards (e.g., Reddit, etc.) 15
Listen to podcasts / talk shows 16
Visit fan sites / blogs 17
Follow franchise updates 21
Read fan discussions / debates 22
Visit the official TVBRAND site 56
Reviews / Interviews
Watch interviews with the actors 11
Watch interviews with the director / producer 12
Watch interviews with the writers 13
Other
Avoid social media until youve caught up on the show 18
View memes 19
View GIFs 20
View fan material (e.g., fan fiction, art, photos, videos, etc.) 23
View production and behind-the-scenes photos 24
None of these 99
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
o KEEP CODES 38-40 TOGETHER, ANCHOR 40
PAGE 27
QTVACTB. Besides watching TVBRAND, what other activities do you do in relation to the TV show?
Participate (DO NOT SHOW) Code

Discuss / Participate
Post on social media while watching the TV show 25
Post on social media after watching the TV show 26
Use social media during major events such as a season premiere, finale or award show 27
Post in forums / discussion boards (e.g., Reddit, etc.) 28
Comment on blogs (e.g., Tumblr, etc.) 29
Re-watch an episode or season 30
Re-watch the entire series 31
Participate in a fan club 36
Participate in costume play (i.e., cosplay) 37
Discuss TV show characters or episodes with friends 41
Visit locations where the show is filmed 42
Take character personality quizzes 43
Participate in bracket tournaments 44
Attend
Attend a viewing party 32
Attend a TV show marathon (i.e., to binge-watch) 33
Attend press / marketing events (e.g., live interviews, pop-up events, etc.) 34
Attend fan conventions or meet-ups 35
Purchase
Buy physical DVD / Blu-ray TV show copies 38
Buy digital TV show copies (via iTunes, Amazon, Google Play, etc.) 39
Buy other merchandise (e.g., books, toys, apparel, collectibles, etc.) 40
None of these 99
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
o ADD A SPACE ABOVE AND BELOW CODE 98
QTVACTC. Besides watching TVBRAND, what other activities do you do in relation to the TV show?
Create / Host / Share (DO NOT SHOW) Code

Create
PAGE 28
Publish content on your own blog, forum, podcast, newsletter, social media account, etc. 45
Publish your own reviews, episode recaps, etc. 46
Create fan material (e.g., fan fiction, art, photos, videos, etc.) 47
Create a fan club 48
Create costumes 49
Create memes 50
Create GIFs 51
Share
Recommend the show to friends / family 52
Introduce the show to friends / family by watching it with them 53
Host a viewing party 54
Host a TV show marathon (i.e., to binge-watch) 55
Other
Other activity (please specify) (TEXT BOX ONE LINE) 98
None of these 99
PROGRAMMER NOTE:
o PUNCH CODE IF RESPECTIVE CODE IN QTVACTA/B/C IS PUNCHED
o ONLY PUNCH CODE 99 IF QTVACTA=99 AND QTVACTB=99 AND QTVACTC=99
o CREATE TVPASSIVENET (CODES 1-24, 56)
o CREATE TVPARTICIPATENET (CODES 25-44)
o CREATE TVCREATENET (CODES 45-55)
HQTVACT. Hidden question to track all activities done in relation to the TV show.
Code
Follow / Look Up
Look up episode recaps or highlights 2
Look up spoilers 4
Look up background or historical information about the TV show 6
Read / follow show-related posts on social media (e.g., Facebook, Twitter, etc.) 14
Avoid social media until youve caught up on the show 18
PAGE 29
View memes 19
View GIFs 20
Visit the official TVBRAND site 56
Participate
Post on social media while watching the TV show 25
Post on social media after watching the TV show 26
Use social media during major events such as a season premiere, finale or award show 27
Re-watch an episode or season 30
Re-watch the entire series 31
Attend a TV show marathon (i.e., to binge-watch) 33
Buy physical DVD / Blu-ray TV show copies 38
Buy digital TV show copies (via iTunes, Amazon, Google Play, etc.) 39
Discuss TV show characters or episodes with friends 41
Visit locations where the show is filmed 42
Create / Host / Share
Publish your own reviews, episode recaps, etc. 46
Create costumes 49
Create memes 50
Create GIFs 51
Recommend the show to friends / family 52
Introduce the show to friends / family by watching it with them 53
Host a TV show marathon (i.e., to binge-watch) 55
Other activity 98
None of these 99
PAGE 30
PROGRAMMER NOTE:
o SHOW IF HQTVACT=1-7, 9-13, 19-24, 43-44
o SHOW ROW IF RESPECTIVE CODE FROM HQTVACT IS PUNCHED
o RANDOMIZE ROWS
o ERROR MESSAGE: Please select all that apply for each row.
o RANDOMIZE CODES 91-93, ANCHOR 94 AND 99 ON FAR RIGHT
o DO NOT SHOW CHECKBOX FOR CODES 19-20, 24-44 FOR CODE 93
o DO NOT SHOW CHECKBOX FOR CODES 43-44 FOR CODE 92
QTVCONTENT. In what online formats are you consuming the following TVBRAND content? Please select
all that apply for each row. (CHECKBOX + RADIO BUTTON - HORIZONTAL)
I do not
Online Audio /
Online Other consume
videos podcast
articles / online this
or live s / radio
text format content
streams shows
online
91 92 93 94 99 Cod
e
Information about the cast, crew, and/or
1
production
Episode recaps or highlights 2
Fan theories 3
Spoilers 4
Character deep dives 5
Background / historical information 6
Easter eggs 7
Critics reviews 9
Fan reviews 10
Interviews with the actors 11
Interviews with the director / producer 12
Interviews with the writers 13
Memes 19
GIFs 20
Franchise updates 21
Fan discussion / debates 22
Fan material (e.g., fan fiction, art, photos,
23
videos, etc.)
Production and behind-the-scenes photos 24
Character personality quizzes 43
Bracket tournaments 44
PROGRAMMER NOTE:
o SHOW IF HQTVACT=1-7, 9-13, 19-24, 43-44
o SHOW ROWS SHOWN IN QTVCONTENT
PAGE 31
o SHOW ROWS IN SAME ORDER AS SHOWN IN QTVCONTENT
QTVCONTENTINFL. How influential is each of the following in deepening your interest in TVBRAND?
Not at all Very

Neutral
1 2 3 4 5 6 7 Code
Information about the cast, crew,
1
and/or production
Episode recaps or highlights 2
Fan theories 3
Spoilers 4
Easter eggs 7
Critics reviews 9
Fan reviews 10
Memes 19
GIFs 20
Fan material (e.g., fan fiction, art,
23
photos, videos, etc.)
Production and behind-the-scenes
24
photos
PROGRAMMER NOTE:
o SHOW IF HQCAT=1
QTVSPEND. In the past 12 months, how much money have you spent overall on doing activities or buying
merchandise related to TVBRAND? Please provide your best estimate. (RADIO BUTTON - VERTICAL)
Code
None 1
$1-$50 2
$51-$100 3
$101-$200 4
$201-$300 5
PAGE 32
$301-$500 6
$501-$999 7
$1000 or more 8
IV. MOVIE CATEGORY
PROGRAMMER NOTE:
o SHOW THIS SECTION ONLY IF HQCAT=2 (MOVIES)
MOVIE INTRO
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
INTRO. In this next section, we will ask you specific questions about the movies you like to watch.
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
QMOVGENRE. You mentioned previously that you watch movies in a typical week. What movie genres do
you like to watch? Please select all that apply. (CHECKBOX - VERTICAL)
Code
Action 1
Adventure 2
Animation 3
Anime 4
Biography 5
Comedy 6
Crime 7
Documentary 8
Drama 9
Family 10
Fantasy 11
Film-Noir 12
Foreign 13
History 14
Horror 15
Music 16
Musical 17
Mystery 18
News 19
Romance 20
Sci-Fi 21
PAGE 33
Short 22
Sport 23
Thriller 24
War 25
Western 26
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
o ERROR MESSAGE: Please enter in a movie that best fits each description below.
o IF QMOVIE_1=99 OR QMOVIE_2=99 OR QMOVIE_3=99, THANK AND TERMINATE
QMOVIE. For this next question, we would like to know the specific movies that you have watched in the
past year.
Please enter a movie that best fits each description below and meets the following criteria:
You have watched the movie in the past year.
If the movie is part of a series or franchise, please enter the specific movie title and not the overall
series / franchise name.
Please ensure that each movie is spelled correctly as we will be asking you about these movies in the next
section of the survey. (TEXT BOX - VERTICAL)
Code Code 99
1 [TEXT BOX]
not applicable
2 [TEXT BOX]
New fan: Watched it recently for the first time and like it Dont know /
3 [TEXT BOX]
not applicable
PROGRAMMER NOTE:
o INSERT TEXT SPECIFIED IN QMOVIE
MOVBRAND. Hidden question to insert movies in loop. (TEXTBOX - VERTICAL)
Code
(INSERT BRAND SPECIFIED IN QMOVIEX1) 1
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
PAGE 34
INTRO. In this next section of the survey, we will ask you a set of questions for each of the three movies
you entered in the previous question.
MOVIE LOOP
PROGRAMMER NOTE:
o IN THE MOVIE LOOP, SHOW THE ENTIRE SECTION FOR HQCAT=2 WITH MOVBRANDX1 INSERTED
IN MOVBRAND VARIABLE.
o THEN REPEAT THE SECTION A 2ND TIME FOR MOVBRANDX2 INSERTED IN MOVBRAND VARIABLE
o THEN REPEAT THE SECTION A 3RD TIME FOR MOVBRANDX3 INSERTED IN MOVBRAND VARIABLE
o RANDOMIZE THE ORDER OF THE MOVBRANDX1/2/3 VARIABLES/LOOPS SHOWN
HQMOVLOOP_1/_2/_3. Hidden question to track loops. (RADIO BUTTON - VERTICAL)
Code
Loop 1 (MOVBRANDX1 Devoted fan) 1
Loop 2 (MOVBRANDX2 Moderate fan) 2
Loop 3 (MOVBRANDX3 New fan) 3
PROGRAMMER NOTE:
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
o IF HQMOVLOOP=1, SHOW devoted fan
o IF HQMOVLOOP=2, SHOW moderate fan
o IF HQMOVLOOP=3, SHOW new fan
INTRO. You mentioned previously that you are a devoted fan / moderate fan / new fan of MOVBRAND. In
this next section, please think about MOVBRAND when answering the questions.
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
QMOVSERIES1. Is this movie part of a series or franchise? Some examples of movie series or franchises
include James Bond, Star Wars, Harry Potter, Marvel Comics, etc. (RADIO BUTTON - VERTICAL)
Code
Yes 1
No 2
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
o SHOW IF QMOVSERIES1=1
o SHOW DYNAMICALLY ON SAME PAGE AS QMOVSERIES1
PAGE 35
QMOVSERIES2. Which statement below best describes your viewership of the movie series / franchise?
(RADIO BUTTON - VERTICAL)
Code
I have only watched MOVBRAND and not other movies in the series / franchise 1
I have watched other movies in the series / franchise but not all of them 2
I have watched all the movies in the series / franchise 3
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
QMOVTIME. When did you first watch MOVBRAND? Please provide your best estimate. (RADIO BUTTON -
VERTICAL)
Code
In the past month 1
2 to 3 months ago 2
4 to 6 months ago 3
1 to 2 years ago 5
3 to 5 years ago 6
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
o ONLY SHOW CODE 12 IF QMOVSERIES1=1
QMOVDISC. How did you discover MOVBRAND? Please select all that apply. (CHECKBOX - VERTICAL)
Code
Retail store (e.g., Amazon, Best Buy, etc.) 2
Movie reviews site (e.g., Rotten Tomatoes, Metacritic, etc.) 3
Magazine (e.g., TV Guide, Rolling Stone, etc.) 5
Entertainment news (e.g., E! News, Access Hollywood, etc.) 6
Blog / forum (e.g., Reddit, Tumblr, etc.) 8
Video streaming service (e.g., Netflix, Amazon Prime Video, Hulu, etc.) 9
TV network (e.g., HBO, Comedy Central, CW, etc.) 11
Franchise (e.g., Marvel, DC Comics, etc.) 12
Movie trailer / promo 13
PAGE 36
Billboard 15
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
o SHOW IF QMOVDISC=13-14
QMOVAD. You mentioned that you discovered MOVBRAND via an advertisement, promo or trailer.
Through which methods did you hear about the movie? Please select all that apply. (CHECKBOX -
VERTICAL)
Code
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
o SHOW IF QMOVDISC=13-15
o SHOW ROWS 1-5, 98 SELECTED IN QMOVAD AND IN SAME ORDER AS SHOWN IN QMOVAD
o SHOW ROW 6 IF QMOVDISC=15
QMOVADINFL. How influential were each of the following in your consideration to watch MOVBRAND?
Not at all Very

Neutral
1 2 3 4 5 6 7 Code
Online video ad 2
TV commercial 3
Print ad 4
Billboard 6
(INSERT QMOVAD_OTHER TEXT) 98
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
PAGE 37
QMOVREASON. What were your reasons for starting to watch MOVBRAND? Please select all that apply.
Code
Familiar with the work of the director 1
Familiar with the work of the writer(s) / screenwriter 2
Familiar with the work of the lead actors 3
Familiar with the work of the supporting cast 4
Familiar with the work of the producer 5
Familiar with the franchise (e.g., Marvel, DC Comics, etc.) 6
Read the book / comic 7
Like the genre 8
Like the content the studio produces (e.g., Warner Brothers, Disney, etc.) 9
Like the content the streaming service produces (e.g., Netflix, Amazon Prime Video, etc.) 10
Liked the movie trailer / promo / commercial 11
Storyline seemed interesting 12
Highly rated by critics 13
Award winner or nominee (e.g., Oscar, Golden Globes, etc.) 14
Recommended to me by a video streaming service based on my interests (e.g., Netflix, Amazon
16
Prime Video, Hulu, etc.)
A friend / family member was watching the movie and I joined in 18
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
o ERROR MESSAGE: Please select up to five words that best describe the movie.
QMOVDESC. In your opinion, how would you describe MOVBRAND? Please select up to five words that
best describe the movie. (CHECKBOX - VERTICAL)
Code
Addicting 1
Adventurous 2
Approachable 3
Artistic 4
Complex 5
Dark 6
Dramatic 7
Emotional 8
PAGE 38
Entertaining 9
Family-friendly 10
Fascinating 11
Fast-moving 12
Feel-good 13
Funny 14
Graphic 15
Imaginative 16
Inspirational 17
Intellectual 18
Intense 19
Ironic 20
Mind-blowing 21
Mysterious 22
Nostalgic 23
Offbeat 24
Original 25
Quirky 26
Realistic 27
Refreshing 28
Romantic 29
Suspenseful 30
Unpredictable 32
Violent 33
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
QMOVFEAT. Please select up to five elements of the movie that keep you interested. (CHECKBOX -
VERTICAL)
Code
The genre 1
The characters 2
The acting 3
The dialogue 4
The plot / storyline 5
The cinematography 6
The music selection 7
The setting 8
The graphics 9
PAGE 39
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
o ONLY SHOW CODES 6 AND 21 IF QMOVSERIES1=1
QMOVACTA. Besides watching MOVBRAND, what other activities do you do in relation to the movie?

Follow / Look Up
Look up recaps or highlights 2
Look up spoilers 4
Look up background or historical information about the movie series / franchise 6
Read / follow movie-related posts on social media (e.g., Facebook, Twitter, etc.) 14
Visit the official MOVBRAND site 58
Other
Avoid social media until youve seen the movie 18
View memes 19
View GIFs 20
None of these 99
PAGE 40
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
o KEEP CODES 39-42 TOGETHER, ANCHOR 41-42
o ONLY SHOW CODES 32 AND 41 IF QMOVSERIES1=1
QMOVACTB. Besides watching MOVBRAND, what other activities do you do in relation to the movie?

Post on social media while watching the movie 25
Post on social media after watching the movie 26
Use social media during major events such as an award show or movie premiere 27
Re-watch the movie 30
Discuss the movie characters or story with friends 43
Visit locations where the movie was filmed 44
Attend
Attend a movie series marathon (i.e., to binge-watch) 32
Attend a movie premiere 33
Attend a film festival 34
Purchase
Buy physical DVD / Blu-ray movie copies 39
Buy digital movie copies (via iTunes, Amazon, Google Play, etc.) 40
Buy other movies in the series / franchise 41
None of these 99
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
PAGE 41
QMOVACTC. Besides watching MOVBRAND, what other activities do you do in relation to the movie?

Create
Publish your own movie reviews 48
Create costumes 51
Create memes 52
Create GIFs 53
Share
Recommend the movie to friends / family 54
Introduce the movie to friends / family by watching it with them 55
Host a movie series marathon (i.e., to binge-watch) 57
Other
None of these 99
PROGRAMMER NOTE:
o PUNCH CODE IF RESPECTIVE CODE IN QMOVACTA/B/C IS PUNCHED
o ONLY PUNCH CODE 99 IF QMOVACTA=99 AND QMOVACTB=99 AND QMOVACTC=99
o CREATE MOVPASSIVENET (CODES 1-24, 58)
o CREATE MOVPARTICIPATENET (CODES 25-46)
o CREATE MOVCREATENET (CODES 47-57)
HQMOVACT. Hidden question to track all activities done in relation to the movie.
Code
Follow / Look Up
Look up recaps or highlights 2
Look up spoilers 4
Look up background or historical information about the movie series / franchise 6
PAGE 42
Read / follow movie-related posts on social media (e.g., Facebook, Twitter, etc.) 14
Avoid social media until youve seen the movie 18
View memes 19
View GIFs 20
Visit the official MOVBRAND site 58
Participate
Post on social media while watching the movie 25
Post on social media after watching the movie 26
Use social media during major events such as an award show or movie premiere 27
Re-watch the movie 30
Attend a movie series marathon (i.e., to binge-watch) 32
Attend a movie premiere 33
Attend a film festival 34
Buy physical DVD / Blu-ray movie copies 39
Buy digital movie copies (via iTunes, Amazon, Google Play, etc.) 40
Buy other movies in the series / franchise 41
Discuss the movie characters or story with friends 43
Visit locations where the movie is filmed 44
Publish your own movie reviews 48
PAGE 43
Create costumes 51
Create memes 52
Create GIFs 53
Recommend the movie to friends / family 54
Introduce the movie to friends / family by watching it with them 55
Host a movie series marathon (i.e., to binge-watch) 57
Other activity 98
None of these 99
PROGRAMMER NOTE:
o SHOW IF HQMOVACT=1-7, 9-13, 19-24, 45-46
o SHOW ROWS IF RESPECTIVE CODES IN HQMOVACT ARE PUNCHED
o RANDOMIZE ROWS
o DO NOT SHOW CHECKBOX FOR CODES 19-20, 24-46 FOR CODE 93
o DO NOT SHOW CHECKBOX FOR CODES 45-46 FOR CODE 92
QMOVCONTENT. In what online formats are you consuming the following MOVBRAND content? Please
select all that apply for each row. (CHECKBOX + RADIO BUTTON - HORIZONTAL)
I do not
Online Audio /
videos podcast
or live s / radio
text format content
streams shows
online
91 92 93 94 99 Cod
e
Information about the cast, crew, and/or
1
production
Recaps or highlights 2
Fan theories 3
Spoilers 4
Easter eggs 7
Critics reviews 9
Fan reviews 10
Memes 19
PAGE 44
GIFs 20
23
videos, etc.)
PROGRAMMER NOTE:
o SHOW IF HQMOVACT=1-7, 9-13, 19-24, 45-46
o SHOW ROWS SHOWN IN QMOVCONTENT
o SHOW ROWS IN SAME ORDER AS SHOWN IN QMOVCONTENT
o ERROR MESSAGE: Please select a response for each row
QMOVCONTENTINFL. How influential is each of the following in deepening your interest in MOVBRAND?
Not at all Very

Neutral
1 2 3 4 5 6 7 Code
Information about the cast, crew,
1
and/or production
Recaps or highlights 2
Fan theories 3
Spoilers 4
Easter eggs 7
Critics reviews 9
Fan reviews 10
Memes 19
GIFs 20
23
24
photos
PAGE 45
PROGRAMMER NOTE:
o SHOW IF HQCAT=2
QMOVSPEND. In the past 12 months, how much money have you spent overall on doing activities or
buying merchandise related to MOVBRAND? Please provide your best estimate. (RADIO BUTTON -
VERTICAL)
Code
None 1
$1-$50 2
$51-$100 3
$101-$200 4
$201-$300 5
$301-$500 6
$501-$999 7
$1000 or more 8
V. VIDEO GAME CATEGORY
PROGRAMMER NOTE:
o SHOW THIS SECTION ONLY IF HQCAT=3 (VIDEO GAMES)
VIDEO GAME INTRO
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
INTRO. In this next section, we will ask you specific questions about the PC and console video games
you like to play.
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
QVGGENRE. You mentioned previously that you play PC or console video games in a typical week. What
genres do you like to play? Please select all that apply. (CHECKBOX - VERTICAL)
Code
Action 1
Adventure 2
Arcade 3
Collectible card or battle card 4
Exercise 5
Fighting 6
Fishing or hunting 7
PAGE 46
Horror 8
Military & espionage 9
MMORPGs 10
MOBA 11
Music & dance 12
Open world 13
Puzzle 14
Racing 15
Role-playing 16
Shooter (e.g., First person shooter) 17
Simulation 18
Sports 19
Stealth 20
Strategy 21
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
o ERROR MESSAGE: Please enter in a PC or console game that best fits each description below.
o IF QGAME_1=99 OR QGAME_2=99 OR QGAME_3=99, THANK AND TERMINATE
QGAME. For this next question, we would like to know the specific PC or console video games that you
have played in the past year.
Please enter a PC or console video game that best fits each description below and meets the following
criteria:
You have played the game in the past year.
If the game is part of a series or franchise, please enter the specific game title and not the overall
series / franchise name.
Please ensure that each PC or console video game is spelled correctly as we will be asking you about these
games in the next section of the survey. (TEXT BOX - VERTICAL)
Code Code 99
1 [TEXT BOX]
not applicable
2 [TEXT BOX]
New fan: Started playing recently and like it so far Dont know /
3 [TEXT BOX]
not applicable
PROGRAMMER NOTE:
o INSERT TEXT SPECIFIED IN QGAME
VGBRAND. Hidden question to insert video games in loop. (TEXTBOX - VERTICAL)
PAGE 47
Code
(INSERT BRAND SPECIFIED IN QGAMEX1) 1
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
INTRO. In this next section of the survey, we will ask you a set of questions for each of the three video
games you entered in the previous question.
VIDEO GAME LOOP
PROGRAMMER NOTE:
o IN THE VIDEO GAME LOOP, SHOW THE ENTIRE SECTION FOR HQCAT=3 WITH VGBRANDX1
INSERTED IN VGBRAND VARIABLE.
o THEN REPEAT THE SECTION A 2ND TIME FOR VGBRANDX2 INSERTED IN VGBRAND VARIABLE
o THEN REPEAT THE SECTION A 3RD TIME FOR VGBRANDX3 INSERTED IN VGBRAND VARIABLE
o RANDOMIZE THE ORDER OF THE VGBRANDX1/2/3 VARIABLES/LOOPS SHOWN
HQVGLOOP_1/_2/_3. Hidden question to track loops. (RADIO BUTTON - VERTICAL)
Code
Loop 1 (VGBRANDX1 Devoted fan) 1
Loop 2 (VGBRANDX2 Moderate fan) 2
Loop 3 (VGBRANDX3 New fan) 3
PROGRAMMER NOTE:
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
o IF HQVGLOOP=1, SHOW devoted fan
o IF HQVGLOOP=2, SHOW moderate fan
o IF HQVGLOOP=3, SHOW new fan
INTRO. You mentioned previously that you are a devoted fan / moderate fan / new fan of VGBRAND. In
this next section, please think about VGBRAND when answering the questions.
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
QVGSERIES1. Is this video game part of a series or franchise? Some examples of video game series or
franchises include Call of Duty, Madden NFL, Grand Theft Auto, etc. (RADIO BUTTON - VERTICAL)
PAGE 48
Code
Yes 1
No 2
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
o SHOW IF QVGSERIES1=1
o SHOW DYNAMICALLY ON SAME PAGE AS QVGSERIES1
QVGSERIES2. Which statement below best describes your interaction with the video game series /
franchise? (RADIO BUTTON - VERTICAL)
Code
I have only played VGBRAND and not other video games in the series / franchise 1
I have played other video games in the series / franchise but not all of them 2
I have played all of the video games in the series / franchise 3
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
QVGTIME. When did you first start playing VGBRAND? Please provide your best estimate. (RADIO BUTTON
- VERTICAL)
Code
In the past month 1
2 to 3 months ago 2
4 to 6 months ago 3
1 to 2 years ago 5
3 to 5 years ago 6
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
o ONLY SHOW CODE 12 IF QVGSERIES1=1
QVGDISC. How did you discover VGBRAND? Please select all that apply. (CHECKBOX - VERTICAL)
Code
Retail store (e.g., GameStop, Amazon, Best Buy, etc.) 2
Magazine (e.g., Game Informer, GamePro, etc.) 3
Video game information site (e.g., IGN, GameFAQs, etc.) 5
PAGE 49
Blog / forum (e.g., Reddit, VG247, Kotaku, etc.) 7
Game rental service (e.g., GameFly, Gamerang, etc.) 8
Live streaming video site (e.g., Twitch, etc.) 10
Video game developer (e.g., EA Games, Blizzard, Square Enix, etc.) 11
Franchise (e.g., Call of Duty, Madden NFL, etc.) 12
Video game trailer / preview 13
Billboard 15
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
o SHOW IF QVGDISC=13-14
QVGAD. You mentioned that you discovered VGBRAND via an advertisement, promo or trailer. Through
which methods did you hear about the video game? Please select all that apply. (CHECKBOX - VERTICAL)
Code
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
o SHOW IF QVGDISC=13-15
o SHOW ROWS 1-5, 98 SELECTED IN QVGAD AND IN SAME ORDER AS SHOWN IN QVGAD
o SHOW ROW 6 IF QVGDISC=15
QVGADINFL. How influential were each of the following in your consideration to play VGBRAND? Please
select a response for each row. (RADIO BUTTON - HORIZONTAL)
Not at all Very

Neutral
1 2 3 4 5 6 7 Code
Online video ad 2
TV commercial 3
PAGE 50
Print ad 4
Billboard 6
(INSERT QVGAD_OTHER TEXT) 98
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
o ONLY SHOW CODE 1 IF QVGSERIES1=1
QVGREASON. What were your reasons for starting to play VGBRAND? Please select all that apply.
Code
Familiar with the franchise (e.g., Call of Duty, Madden NFL, etc.) 1
Like the genre 2
Like the content the video game developer / studio produces 3
Like the content the video game designer produces 4
Liked the video game trailer / preview 5
A free beta version was released for me to try 6
Gameplay seemed interesting 7
Highly rated by experts 8
Award winner or nominee (e.g., The Game Awards, etc.) 9
Popular among professional gamers I follow 12
Popular on live streaming video sites (e.g., Twitch, etc.) 13
A friend / family member was playing the video game and I watched / joined in 14
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
o ERROR MESSAGE: Please select up to five words that best describe the video game.
QVGDESC. In your opinion, how would you describe VGBRAND? Please select up to five words that best
describe the video game. (CHECKBOX - VERTICAL)
Code
Addicting 1
Adventurous 2
Approachable 3
Artistic 4
Complex 5
Dark 6
PAGE 51
Dramatic 7
Emotional 8
Entertaining 9
Family-friendly 10
Fascinating 11
Fast-moving 12
Feel-good 13
Funny 14
Graphic 15
Imaginative 16
Inspirational 17
Intellectual 18
Intense 19
Ironic 20
Mind-blowing 21
Mysterious 22
Nostalgic 23
Offbeat 24
Original 25
Quirky 26
Realistic 27
Refreshing 28
Romantic 29
Suspenseful 30
Unpredictable 32
Violent 33
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
QVGFEAT. Please select up to five elements of the video game that keep you interested. (CHECKBOX -
VERTICAL)
Code
The setting / virtual world 1
The genre 2
The characters 3
The storyline / narrative 4
The gameplay 5
The game rules / objectives 6
The challenges / missions / puzzles / levels 7
The visual graphics 8
PAGE 52
The sound effects / music 9
The team-playing / collaborative nature (multi-player) 10
The competitive nature 11
The user interactions and feedback interface 12
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
QVGACTA. Besides playing VGBRAND, what other activities do you do in relation to the video game?

Follow / Look Up
Look up game information 1
Look up strategy guides 2
Visit gaming sites / blogs dedicated to the game youre playing 14
Read / follow game-related posts on social media (e.g., Facebook, Twitter, etc.) 10
Read forums / discussion boards (e.g., Reddit, Fandom, etc.) 11
Visit general gaming sites / blogs 13
Visit the official VGBRAND site 52
Watch
Watch live broadcasts of competitive games (e.g., eSports, etc.) 7
Watch video game playthroughs / Lets Plays 8
Watch trailers / previews 6
Read / watch / listen to expert reviews 4
Read / watch / listen to amateur reviews 5
Read / watch / listen to interviews with professional players 20
Read / watch / listen to interviews with game developers 21
Other
View memes 16
View GIFs 17
PAGE 53
Track professional game stats 9
None of these 99
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
o KEEP CODES 33-37 TOGETHER, ANCHOR 37-38
QVGACTB. Besides playing VGBRAND, what other activities do you do in relation to the video game?

Post on social media 24
Post in forums / discussion boards (e.g., Reddit, Fandom, etc.) 25
Comment on blogs 26
Discuss the video game with friends 38
Participate in a gamer fan club 31
Attend
Attend a gaming party 27
Attend gamer conventions or meet-ups (virtual or in-person) 28
Attend a professional competition (virtual or in-person) 29
Attend press / marketing events (virtual or in-person) 30
Purchase
Buy strategy guides 33
Buy in-game content / goods 34
Buy expansion packs 35
Buy other video games in the series / franchise 36
Buy other merchandise (e.g., collectibles, action figures, gaming gear, etc.) 37
None of these 99
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
PAGE 54
QVGACTC. Besides playing VGBRAND, what other activities do you do in relation to the video game?

Create
Create your own game 39
Create a strategy guide 40
Publish your own reviews 42
Publish your own playthroughs / Lets Plays 43
Create costumes 46
Create memes 47
Create GIFs 48
Share
Broadcast your games live (via Twitch, etc.) 44
Recommend the video game to friends / family 49
Introduce the video game to friends / family by playing it with them 50
Host a gaming party 51
Other
None of these 99
PROGRAMMER NOTE:
o PUNCH CODE IF RESPECTIVE CODE IN QVGACTA/B/C IS PUNCHED
o ONLY PUNCH CODE 99 IF QVGACTA=99 AND QVGACTB=99 AND QVGACTC=99
o CREATE VGPASSIVENET (CODES 1-23, 52)
o CREATE VGPARTICIPATENET (CODES 24-38)
o CREATE VGCREATENET (CODES 39-51)
HQVGACT. Hidden question to track all activities done in relation to the video game.
Code
Follow / Look Up
Look up game information 1
Look up strategy guides 2
Read / watch / listen to expert reviews 4
Read / watch / listen to amateur reviews 5
Watch trailers / previews 6
Watch live broadcasts of competitive games (e.g., eSports, etc.) 7
Watch video game playthroughs / Lets Plays 8
Track professional game stats 9
Read / follow game-related posts on social media (e.g., Facebook, Twitter, etc.) 10
Read forums / discussion boards (e.g., Reddit, Fandom, etc.) 11
PAGE 55
Visit general gaming sites / blogs 13
Visit gaming sites / blogs dedicated to the game youre playing 14
View memes 16
View GIFs 17
Read / watch / listen to interviews with professional players 20
Read / watch / listen to interviews with game developers 21
Visit the official VGBRAND site 52
Participate
Post on social media 24
Post in forums / discussion boards (e.g., Reddit, Fandom, etc.) 25
Comment on blogs 26
Attend a gaming party 27
Attend gamer conventions or meet-ups (virtual or in-person) 28
Attend a professional competition (virtual or in-person) 29
Attend press / marketing events (virtual or in-person) 30
Participate in a gamer fan club 31
Buy strategy guides 33
Buy in-game content / goods 34
Buy expansion packs 35
Buy other video games in the series / franchise 36
Buy other merchandise (e.g., collectibles, action figures, gaming gear, etc.) 37
Discuss the video game with friends 38
Create your own game 39
Create a strategy guide 40
Publish your own reviews 42
Publish your own playthroughs / Lets Plays 43
Broadcast your games live (via Twitch, etc.) 44
Create costumes 46
Create memes 47
Create GIFs 48
Recommend the video game to friends / family 49
Introduce the video game to friends / family by playing it with them 50
Host a gaming party 51
Other activity 98
PAGE 56
None of these 99
PROGRAMMER NOTE:
o SHOW IF HQVGACT=1-2, 4-5, 7-9, 15-23
o SHOW ROWS IF RESPECTIVE CODE IN HQVGACT IS PUNCHED
o RANDOMIZE ROWS
o DO NOT SHOW CHECKBOX FOR CODES 16-17, 23 FOR CODE 93
QVGCONTENT. In what online formats are you consuming the following VGBRAND content? Please select
all that apply for each row. (CHECKBOX + RADIO BUTTON - HORIZONTAL)
I do not
Online Audio /
videos or podcasts
live / radio
text format content
streams shows
online
91 92 93 94 99 Code
Game information 1
Strategy guides 2
Expert reviews 4
Amateur reviews 5
Live broadcasts of competitive games 7
Playthroughs / Lets Plays 8
Professional game stats 9
Easter eggs 15
Memes 16
GIFs 17
Interviews with the professional players 20
Interviews with game developers 21
22
videos, etc.)
PROGRAMMER NOTE:
o SHOW IF HQVGACT=1-2, 4-5, 7-9, 15-23
o SHOW ROWS SHOWN IN QVGCONTENT
o SHOW ROWS IN SAME ORDER AS SHOWN IN QVGCONTENT
PAGE 57
QVGCONTENTINFL. How influential is each of the following in deepening your interest in VGBRAND?
Not at all Very

Neutral
1 2 3 4 5 6 7 Code
Game information 1
Strategy guides 2
Expert reviews 4
Amateur reviews 5
Live broadcasts of competitive games 7
Playthroughs / Lets Plays 8
Professional game stats 9
Easter eggs 15
Memes 16
GIFs 17
Interviews with the professional
20
players
Interviews with game developers 21
22
23
photos
PROGRAMMER NOTE:
o SHOW IF HQCAT=3
QVGSPEND. In the past 12 months, how much money have you spent overall on doing activities or
buying merchandise related to VGBRAND? Please provide your best estimate. (RADIO BUTTON -
VERTICAL)
Code
None 1
$1-$50 2
$51-$100 3
$101-$200 4
$201-$300 5
$301-$500 6
$501-$999 7
$1000 or more 8
VI. DORMANCY
PAGE 58
PROGRAMMER NOTE:
o SHOW TV show IF HQCAT=1
o SHOW movie IF HQCAT=2
o SHOW video game IF HQCAT=3
INTRO. The next few questions are related to the loss of interest for a particular TV show / movie / video
game.
PROGRAMMER NOTE:
o SHOW TV show IF HQCAT=1
o SHOW movie IF HQCAT=2
o SHOW video game IF HQCAT=3
DORMBRAND. Please think about a TV show / movie / video that you were once a fan of but have lost
interest in.
In the space below, please enter in the specific name of the TV show / movie / video game.
Please ensure that the TV show / movie / video game is spelled correctly as we will be asking you about it in the
next question. (TEXT BOX + RADIO BUTTON - VERTICAL)
Code
[TEXT BOX] 1
Dont know / Dont recall 99
PROGRAMMER NOTE:
o SHOW IF DORMBRAND =1 (99)
o SHOW CODES 1-16 IF HQCAT=1
o ALWAYS SHOW CODES 98-99
o RANDOMIZE ROWS, ANCHOR 98-99
QDORM1. What would renew your interest in DORMBRAND? Please select all that apply.
Code
TV Show (DO NOT SHOW)
Remastered version 1
Special / limited editions 2
Interviews with the writer 5
PAGE 59
Behind-the-scenes articles / photos / videos 6
Directors commentary 7
Alternate versions 8
Fan fiction 9
Fan art / photos 10
Memes 11
GIFs 12
Top episode lists 14
Historical or background information 15
New fan theories 16
Movie (DO NOT SHOW)
Re-releases in movie theaters 17
Remastered version 18
Interviews with the writer 22
Directors commentary 24
Fan fiction 26
Fan art / photos 27
Memes 28
GIFs 29
Historical or background information 31
New fan theories 32
Video game (DO NOT SHOW)
Video game remake / remastered version 33
Video game offered on new platforms / consoles 34
Backwards compatibility offering 36
Interviews with the game developers 37
Designer commentary 39
Enhanced game features 41
Fan fiction 42
Fan art / photos 43
Memes 44
GIFs 45
New strategy guides 46
New playthroughs / Lets Plays 47
New fan theories 48
PAGE 60
Easter egg lists 49
None of these 99
VII. FANDOM & ADVERTISING PERCEPTIONS
PROGRAMMER NOTE:
INTRO. The next few questions are to better understand your opinions of fandom and advertising.
PROGRAMMER NOTE:
o FOR CODES 4, 8-9, 11, 12, IF HQCAT=1, SHOW: TV shows
o FOR CODES 4, 8-9, 11, 12, IF HQCAT=2, SHOW: movies
o FOR CODES 4, 8-9, 11, 12, IF HQCAT=3, SHOW: video games
o FOR CODES 4, 12, IF HQCAT=1-2, SHOW: watch
o FOR CODES 4, 12, IF HQCAT=3, SHOW: play
o REPEAT HEADER AFTER 7 ROWS
QPERCEPTION5. How much do you agree or disagree with the following statements related to HQCAT?
Disagree Agree
Neutral
1 2 3 4 5 6 7 Code
I find connections between the
1
story/characters and my personal life
I have a desire to keep the storyline
2
alive
I build relationships with other fans 3
I watch/play TV shows/movies/video
4
games as a creative outlet
Character development is important to
5
me
I like the ever-changing storylines 6
Im drawn to complex storylines 7
I choose TV shows/movies/video
8
games that I can identify with
I root for TV shows/movies/video
games that have not yet been widely 9
discovered
PAGE 61
I prefer media content created by fans
10
more than professionals
I highly praise TV shows/movies/video
11
games that I am passionate about
I watch/play TV shows/movies/video
12
games even if critics rate them poorly
Please select 2 for this row. 999
PROGRAMMER NOTE:
o RANDOMIZE ROWS
o REPEAT HEADER AFTER 6 ROWS
QPERCEPTION6. How much do you agree or disagree with the following statements related to
advertising? Please select a response for each row. (RADIO BUTTON - HORIZONTAL)
Disagree Agree
Neutral
1 2 3 4 5 6 7 Code
I pay attention to ads when Im
1
browsing the Internet
I pay attention to ads that are
2
mentioned in podcasts / blogs
I appreciate when ads are
3
personalized based on the sites I visit
I tend to ignore ads 4
I subscribe to video services that allow
5
me to skip ads
Ads dont deter me from watching my
6
favorite shows live
I dont trust advertising 7
I pay more attention to ads that are
8
personalized to me
I think ads are an invasion of privacy 9
I skip ads if I have the chance 10
I like ads that help me discover new
11
things
DEMOGRAPHICS SECTION
PROGRAMMER NOTE:
INTRO. Youre almost done! The final questions are for classification purposes only.
PAGE 62
PROGRAMMER NOTE:
o CREATE NETS: <$60K (CODES 1-4), $60K-<$99K (CODES 5-6), $100K+ (CODE 7)
HHI. Which category best describes your total yearly household income before taxes? Please combine all
incomes for your household. (RADIO BUTTON - VERTICAL)
Code
Less than $15,000 1
$15,000 to $24,999 2
$25,000 to $39,999 3
$40,000 to $59,999 4
$60,000 to $74,999 5
$75,000 to $99,999 6
$100,000 or more 7
Prefer not to answer 99
HIS. Are you of Hispanic or Latino decent? (RADIO BUTTON VERTICAL)
Code
Yes 1
No 2
ETH. Which of the following best describes you? (RADIO BUTTON VERTICAL)
Code
White or Caucasian 1
Black or African American 2
Asian 3
Native Hawaiian or Pacific Islander 4
Native American or Alaskan Native 5
Other 6
MAR. What is your marital status? (RADIO BUTTON VERTICAL)
Code
Married 1
Single 2
Living with a partner 3
Divorced/separated/widowed 4
Other 8
HHSIZE. How many people live in your household including yourself? (RADIO BUTTON VERTICAL)
PAGE 63
Code
One 1
Two 2
Three 3
Four 4
Five 5
Six or more 6
PROGRAMMING NOTE:
IF HHSIZE = 1, THEN AUTOPUNCH KIDS = 1
IF HHSIZE = 2 ONLY SHOW RESPONSE OPTIONS 1-2, 99
IF HHSIZE = 6 OR 99 SHOW ALL CODES
KIDS. How many children under the age of 18 live in your household? (RADIO BUTTON VERTICAL)
Code
None 1
One 2
Two 3
Three 4
Four 5
Five or more 6
EMP. Which of the following best describes your current employment status? (RADIO BUTTON
VERTICAL)
Code
Employed full-time 1
Employed part-time 2
Self-employed 3
Not currently employed but looking for a job 4
Not currently employed and not looking for a job 5
Student 6
Retired 7
Other 8
PROGRAMMING NOTE:
RANDOMIZE ROWS, ANCHOR 4
AREA. How would you classify the area where you live? (RADIO BUTTON - VERTICAL)
PAGE 64
Urban (in a city) 1
Suburban 2
Rural 3
Dont Know 4
PROGRAMMING NOTE:
IF RELCOUNTRY DOES NOT CONTAIN US, PUNCH CODE 1
IF BROWSER_LANG DOES NOT CONTAIN en or en-us or en_us, PUNCH CODE 2
IF HQTVACT=99 AND HQTVLOOP=1, PUNCH CODE 3
IF HQMOVACT=99 AND HQMOVLOOP=1, PUNCH CODE 4
IF HQVGACT=99 AND HQVGLOOP=1, PUNCH CODE 5
IF HQTVLOOP=3 AND (QTVVIEW_3=1 OR QTVVIEW_4=1), PUNCH CODE 6
IF HQTVLOOP=1-2 AND (QTVVIEW_1=1 OR QTVVEW_2=1), PUNCH CODE 7
IF THE SAME CODE IS STRAIGHTLINED ACROSS QPERCEPTION1/2/3/4/5/6, PUNCH CODE 8
IF THE SAME CODE IS STRAIGHTLINED ACROSS QPERCEPTION1/2/3/4, PUNCH CODE 9
IF THE SAME CODE IS STRAIGHTLINED ACROSS QPERCEPTION1/2, PUNCH CODE 10
IF THE SAME CODE IS STRAIGHTLINED ACROSS ROWS IN QPERCEPTION1, PUNCH CODE 14
IF QPERCEPTION5_999=1 OR 3-7, PUNCH CODE 20
IF THE SAME CODE IS STRAIGHTLINED ACROSS ROWS IN QGENFREQ, PUNCH CODE 27
HQ_FLAG. Flag for cleaning (CHECKBOX - VERTICAL)

Code
RELCOUNTRY not US 1
Browser language not English 2
HQTVACT=99 for loop 1 3
HQMOVACT=99 for loop 1 4
HQVGACT=99 for loop 1 5
HQTVLOOP=3 (New fan) and QTVVIEW=3 or 4 6
HQTVLOOP=1-2 (Devoted or moderate fan) and QTVVIEW=1 7
QPERCEPTION1 & 2 & 3 & 4 & 5 & 6 straight liner 8
QPERCEPTION1 & 2 & 3 & 4 straight liner 9
PAGE 65
QPERCEPTION1 & 2 straight liner 10
QPERCEPTION1 straight liner 14
QPERCEPTION5_999=1 OR 3-7 20
QGENFREQ straight liner 27
Tag Tag Description/Purpose Questions to Apply to:

Dashboard To be included on Dashboard page (max N/A
6 closed-ended questions)
Demo To be included in the Nest By list on the N/A
Scorecard setup page
Filter To be included on Filter page (max 30 HQCAT
single select questions) HQTVLOOP_1, HQTVLOOP_2, HQTVLOOP_3
HQMOVLOOP_1, HQMOVLOOP_3, HQMOVLOOP_3
HQVGLOOP_1, HQVGLOOP_2, HQVGLOOP_3
Sort To be sorted by answer item value from HQTVACT, HQMOVACT, HQVGACT, QSERV, QSITES,
high to low QTVDESC, QMOVDESC, QVGDESC, QTVDISC,
QMOVDISC, QVGDISC, QTVREASON,
QMOVREASON, QVGREASON
Exclude Variables not to be included in Reportal HQ_FLAG
lists (security variables already excluded)
Index Closed-ended variables to be searchable HQCAT
or sortable in Verbatim by Respondent
table, only single select variables need to
be indexed (max 5 closed-ended
questions)
PAGE 66

Comscore Wikia Fandom 2016 121316

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Comscore Wikia Fandom 2016 121316

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Wikia Fandom Study

FOR FURTHER INFORMATION, PLEASE CONTACT:

Kim Rome, Senior Survey Director

Vivey Chen, Lead Analyst

Total Hard Quota Group QID and Requirement Target

Media Category Quota Group QID and Requirement Target

Total Hard Age Quota Group QID and Requirement Target

TV Show Hard Quota Group QID and Requirement Target

Movie Hard Quota Group QID and Requirement Target

Video Game Quota Group QID and Requirement Target

INTRO. Please maximize this window before you continue.

AGE. What is your age? (DATA BOX)

(DATA BOX MAXIMUM 3 DIGITS, RANGE 1 125)

HQAGE4NETS. Hidden question to track age nets. (RADIO BUTTON - VERTICAL)

GEND. Are you? (RADIO BUTTON - VERTICAL)

Never Less Once a Several Daily

Play PC or console video games 3

Listen to audio books 7

HQCAT. Hidden question to determine media category. (RADIO BUTTON - VERTICAL)

II. OVERALL MEDIA & ENTERTAINMENT

Dollars Spent in a I do not pay for this

Dollars Spent in a I do not pay for this

Does not describe me at

III. TV SHOW CATEGORY

TVBRAND. Hidden question to insert TV shows in loop. (CHECKBOX - VERTICAL)

HQTVLOOP_1/_2/_3. Hidden question to track loops. (RADIO BUTTON - VERTICAL)

Not at all Very

Follow / Look Up (DO NOT SHOW) Code

Participate (DO NOT SHOW) Code

Create / Host / Share (DO NOT SHOW) Code

Not at all Very

IV. MOVIE CATEGORY

MOVBRAND. Hidden question to insert movies in loop. (TEXTBOX - VERTICAL)

HQMOVLOOP_1/_2/_3. Hidden question to track loops. (RADIO BUTTON - VERTICAL)

Not at all Very

Follow / Look Up (DO NOT SHOW) Code

Participate (DO NOT SHOW) Code

Create / Host / Share (DO NOT SHOW) Code

Not at all Very

V. VIDEO GAME CATEGORY

VIDEO GAME INTRO

VGBRAND. Hidden question to insert video games in loop. (TEXTBOX - VERTICAL)

VIDEO GAME LOOP

HQVGLOOP_1/_2/_3. Hidden question to track loops. (RADIO BUTTON - VERTICAL)

Not at all Very

Follow / Look Up (DO NOT SHOW) Code

Participate (DO NOT SHOW) Code

Create / Host / Share (DO NOT SHOW) Code

Not at all Very

Other (please specify) (TEXT BOX ONE LINE) 98

VII. FANDOM & ADVERTISING PERCEPTIONS

HIS. Are you of Hispanic or Latino decent? (RADIO BUTTON VERTICAL)

MAR. What is your marital status? (RADIO BUTTON VERTICAL)

HQ_FLAG. Flag for cleaning (CHECKBOX - VERTICAL)

Tag Tag Description/Purpose Questions to Apply to:

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