[COPY TEST QUESTIONNAIRE: GameStop]

Introduction: Thank you for your participation in this survey. We will be asking you a series of
questions pertaining to purchasing and playing video games. This survey will also help us make
better advertising for people like you. This survey will take about 10 minutes. Please answer the
questions honestly and to the best of your knowledge. Your responses will be held confidentially
and only used for the purposes of this study. Once again, thank you for your participation.

If you have any questions or concerns about the study, feel free to contact GameStop
representatives: Rylie Birdwell (rebirdwe@uark.edu), Avian King (aak003@uark.edu)

[THIS STUDY WILL INCLUDE PEOPLE WHO IDENTIFY AS MALE, FEMALE OR

NONBINARY, 10 AND OLDER WHO SHOP AT GAMESTOP ONLINE OR IN-STORE,
OWN AT LEAST ONE CONSOLE AND WHO GAME AT LEAST WEEKLY AND FALL
INTO THE CATEGORIES OF:
· CASUAL GAMERS - 300
· AVID GAMERS - 300
· RECREATIONAL GAMERS - 300, AND
· PROFESSIONAL/COMPETITIVE GAMERS -300.]
 [SCREENING]

Please answer the following questions before proceeding to questions about the videogame industry.

S1. How often do you play games? Please select one time frame for each game type.

Never Weekly Monthly Quarterly

(1) (2) (3) (4)

1.Online Games

2.Handheld
Console

3.Traditional
Console

4. Mobile Games

[ IF RESPONDENT DOES NOT ANSWER MONTHLY OR QUARTERLY FOR AT LEAST ONE

TYPE OF CONSOLE/GAME, DISQUALIFY AND GO TO CLOSE.]

S2. Gender - Please select your gender to which you identify:

1. [ ] Male
2. [ ] Female
3. [ ] Non-binary
4. [ ] Other (specify) ………………………..
5. [ ] Prefer not to disclose
[IF RESPONDENT SELECTS 4 OR 5, DISQUALIFY AND GO TO CLOSE. SELECT 33% FEMALE
AND 33% MALE AND 33% OR NONBINARY FOR EACH CELL]

S3. Age - Please select your age range:

1. [ ] Under 16
2. [ ] 16-24
3. [ ] 25-30
4. [ ] 31- 35
5. [ ] 36+
[IF RESPONDENT SELECTS 1 DISQUALIFY AND GO TO CLOSE]
S4. Shopping habits - Please select how often you PURCHASE videogame software (physical disks
or online downloads). Select one time frame for online and one for instore, if applicable.

Online In Store

1.Weekly or more often

2. Monthly or more often, but less than

weekly

3. Quarterly (approx. 4 times a year)

4. Semi-annually (approx. twice a year)

5. Yearly (approx. once a year or less)

[IF RESPONDENT SELECTS 2 TO 5 DISQUALIFY AND GO TO CLOSE]

S5. Shopping habits - Please select how often you PURCHASE videogame hardware (consoles).
Select one time frame for online and one for instore, if applicable.

Online In Store

1. Never purchase consoles online or

instore

2. Yearly (approx. once a year or more

often)

3. Every 2 years

4. Every 3 years

5. Every 4 years

6. Every 5 years

7. Every 6 years

8. Every 7 years

9. Every 8+ years or less frequently

[IF RESPONDENT SELECTS NEVER(1) OR EVERY 8+ YEARS(9) DISQUALIFY AND GO TO
CLOSE]

S6. Lifestyle - Please select your frequency playing video games (consider one, 30 minute session of
videogames as 1 time):
1. [ ] Casual Gamer - less than 7 times/week
2. [ ] Avid Gamer - more than 8 times/week
3. [ ] Non Gamer – I don’t play video games

S7. Lifestyle - Please select your status concerning videogames:

1. [ ] Recreational Gamer - plays videogames for fun
2. [ ] Professional/Competitive Gamer - plays videogames as part of an established
team/league or earning an income from gaming
3. [ ] Non Gamer – I don’t play video games

[PLEASE HAVE RESPONDENTS ANSWER QUESTIONS 1- 5 BEFORE WATCHING THE

COMMERCIAL]

Please answer the following questions as truthfully as possible.

1. What word best describes your videogame buying experience with each company (written in the
left column)? Please select one option only for each brand.

Well-Stocked Under-Stocked Outdated Current

GameStop

Walmart

BestBuy

Amazon

Target

[RANDOMIZE ANSWER CHOICES]

2. How likely are you to buy these brands when purchasing gaming consoles? Please select one level
of likelihood for each brand.

Very unlikely Unlikely Neutral Likely Very likely

1 2 3 4 5

1.Microsoft
(Xbox)

2.Sony
(PlayStation)

3.Nintendo

4.Oculus

5. Ubisoft

[RANDOMIZE ANSWER CHOICES]

3. About how often do you notice a commercial for any videogame retailer? Please select one.
1. [ ] Less than once per month (Hardly ever)
2. [ ] Once a month
3. [ ] Once a week
4. [ ] Three times a week
5. [ ] Every day
6. [ ] Multiple times a day
7. [ ] Other __________

4. Where do you see most of these ads?

1. [ ] Social media
2. [ ] In-store
3. [ ] Online
4. [ ] On television
5. [ ] Other (specify)

5. Which of the following brands is your favorite? Please select one.

1. [ ] Microsoft (Xbox)
2. [ ] Sony (PlayStation)
3. [ ] Nintendo
4. [ ] Oculus
5. [ ] Ubisoft
6. What is your overall preference for each brand? Please rank order from 1 to 5 according to your
preference of the brand where 1 is the least liked and 5 is the most liked.

Microsoft (Xbox) Sony (PlayStation) Nintendo Oculus Ubisoft

[ ] [ ] [ ] [ ] [ ]

7. What is your overall attitude toward each gaming brand? Please check only one method for each
brand?
Microsoft Sony Nintendo Oculus Ubisoft
(Xbox) (PlayStation)

Negative

Neutral

Positive

[PLEASE SHOW COMMERCIAL AT THIS TIME]

LINK: https://youtu.be/fay56Tuz1Rs

[Respondents:] Please press play to see the commercial. You will be able to watch the commercial two
times. After viewing, please answer the following questions. Please select only one answer choice unless
told otherwise.

8. Have you seen this commercial before now?

1. [ ] Yes
2. [ ] No

9. What do you think this commercial's main message is?

Type answer here:

10. What are you currently feeling after watching this commercial? Please select all that apply
1. [ ] Interested
2. [ ] Informed
3. [ ] Neutral
4. [ ] Confused
5. [ ] Annoyed
6. [ ] Other_____
11. What is your strongest reaction after watching this commercial? Please select only one.
1. [ ] Encouraged/ Confident
2. [ ] Happy/ Excited
3. [ ] Neutral
4. [ ] Sad/ Uncomfortable
5. [ ] Angry/ Upset

12. What element of the commercial caused that emotion? Please type your response below.
[INSERT RESPONSE SELECTED IN QUESTION 8. ]
___________________________________________________________________________________

[ALLOW 250 CHARACTERS. OPEN-ENDED QUESTION]

13. Select only one number according to your agreeance with each of the following statements:

1 2 3 4 5
Strongly Disagree Neutral Agree Strongly
disagree agree

The commercial is
empowering

A wide variety of people

are represented

The commercial

The community will like

this commercial

The commercial was too

silly

It is inclusive

The commercial was

offensive to me

This commercial fits in

with GameStop’s image

GameStop could have

done a better commercial
14. How likely are you to share this commercial on social media or with friends? Please select one.
1.Very Unlikely 2.Unlikely 3.Neutral 4. Likely 5. Very Likely

15. How likely are you to purchase GameStop accessories in the future? Please select one.
Very Unlikely Unlikely Neutral Likely Very Likely
1 2 3 4 5

16. If GameStop was going to have a different main purpose, or brand image, what should that look
like? Type answer below.
 [DEMOGRAPHICS]

D1. Please select your race/ethnicity. Please select all that apply.
1. [ ] White/ Caucasian
2. [ ] Black/ African American
3. [ ] Hispanic
4. [ ] Native Hawaiian or other Pacific Islander
5. [ ] Asian
6. [ ] Native American
7. [ ] Prefer not to say

D2. Which of the following describes your household’s level of income?

1. [ ] Under $24,999
2. [ ] $25,000 to $39,999
3. [ ] $40,000 to 54,999
4. [ ] $55,000 to $69,000
5. [ ] $70,000 to $84,999
6. [ ] $85,000 to $99,999
7. [ ] $100,000 to $124,999
8. [ ] $125,000 or more
9. [ ] Prefer not to say

D3. What is your education level?

1. [ ] Some high school, no diploma
2. [ ] High school graduate, diploma, or the equivalent (for example: GED)
3. [ ] Some college credit, no degree
4. [ ] Trade/technical/vocational training
5. [ ] Associate degree
6. [ ] Bachelor’s degree
7. [ ] Master’s degree
8. [ ] Professional degree
9. [ ] Prefer not to say

D4. Please select your current marital status.

1. [ ] Single
2. [ ] Married
3. [ ] Divorced
4. [ ] Other… specify: _______________
5. [ ] Prefer not to say

Thank you for your participation in this survey.