Questionnaire Outline: H-D MIT Q4 2021 Tracking Update 211627 December 07, 2021

LRW Study Name: H-D MIT Q4 2021 Tracking Update
LRW Job Number: 211627

Date: December 07, 2021
The contents of this document are the confidential property of Lieberman Research Worldwide. No part of this document may be
reproduced or distributed in any form without the express written permission of Lieberman Research Worldwide.
QUESTIONNAIRE OUTLINE
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Screener.......................................................................................................................................................................................................................3
DV_Market............................................................................................................................................................................................................3
DV_hGlobalRegions.............................................................................................................................................................................................3
DV_hSample.........................................................................................................................................................................................................3
DV1_data_source.................................................................................................................................................................................................3
DV_Wave..............................................................................................................................................................................................................4
DV_AnnualPulseWave..........................................................................................................................................................................................4
DV_Year................................................................................................................................................................................................................4
S3c_Language_SWZ............................................................................................................................................................................................4
S3d_Language_CAN............................................................................................................................................................................................4
S3e_Language_CHINA........................................................................................................................................................................................4
DV_Language.......................................................................................................................................................................................................5
S1_Gender............................................................................................................................................................................................................5
S2_Age.................................................................................................................................................................................................................5
DV_QTAAgeRange...............................................................................................................................................................................................5
S3a_HispanicOrigin..............................................................................................................................................................................................6
DV_Hispanic.........................................................................................................................................................................................................6
S3_Ethnicity..........................................................................................................................................................................................................6
S25_Ethnicity_Canada.........................................................................................................................................................................................6
DV_QTAEthnicity..................................................................................................................................................................................................7
S4a_ZipUS............................................................................................................................................................................................................7
DV_RegionUS.......................................................................................................................................................................................................7
S4b_Region_CHINA.............................................................................................................................................................................................7
Subsection Start - CATEGORY BEHAVIOR & INTEREST.....................................................................................................................................7
DV_INS_ElectricCar.............................................................................................................................................................................................7
S5_CategoryOwn..................................................................................................................................................................................................8
DT_Intro_Category...............................................................................................................................................................................................8
S8_MotorcycleOwnership.....................................................................................................................................................................................8
DV_Ownership......................................................................................................................................................................................................9
S8b_LicenseHolder...............................................................................................................................................................................................9
S9_LicenseType...................................................................................................................................................................................................9
S14_RidingTenure..............................................................................................................................................................................................10
S10_AidedBrandAwareness...............................................................................................................................................................................10
S11_BrandOwnership.........................................................................................................................................................................................11
DV_hBrandOwnership........................................................................................................................................................................................11
S15_BrandOwnershipLength..............................................................................................................................................................................12
S16_MotorcycleTypeOwned...............................................................................................................................................................................12
S13_MotorcycleSizeOwned................................................................................................................................................................................13
DV_IPS_SulhouettePathIn.................................................................................................................................................................................13
Subsection Start - MOTORCYCLE INTEREST AND ATTITUDES........................................................................................................................13
DT_Intro_2..........................................................................................................................................................................................................13
S17_CategoryInterest.........................................................................................................................................................................................13
DV_INS_PurchaseInterest..................................................................................................................................................................................13
S18_PurchaseInterest........................................................................................................................................................................................14
DV_Prospects.....................................................................................................................................................................................................14
DV_INS_PurchaseIntent.....................................................................................................................................................................................14
S19_MotorcyclePurchase...................................................................................................................................................................................14
DV_hMotorcycleIntender....................................................................................................................................................................................15
S27_IntendedMotoType.....................................................................................................................................................................................15
S28_IntendedMotoBrand....................................................................................................................................................................................16
S20_OwnerCommitmentReten...........................................................................................................................................................................16
S21_JoyEquity....................................................................................................................................................................................................17
S22_CategoryMotivators....................................................................................................................................................................................17
DV_INS_BarriersToCat.......................................................................................................................................................................................17
DV_INS_BarriersLearn.......................................................................................................................................................................................18
S23_CategoryBarriers........................................................................................................................................................................................18
S24_MotorcycleAdvocacy..................................................................................................................................................................................18
Main............................................................................................................................................................................................................................19
Subsection Start - Brand Health.............................................................................................................................................................................19
B2_BrandOwnershipInt.......................................................................................................................................................................................19
LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 1

DV_BrandsEligible..............................................................................................................................................................................................19
DV_BrandsMarketEligible...................................................................................................................................................................................20
DV_BrandsAssigned...........................................................................................................................................................................................20
Subsection Start - Brand Health - Priority Brands..................................................................................................................................................20
DT_Intro_PriorityBrands.....................................................................................................................................................................................20
B3_OverallBrandOpinion....................................................................................................................................................................................21
Loop Start - BrandHealthPolar...............................................................................................................................................................................21
B7_PolarBrandPerception..................................................................................................................................................................................22
DV_hDreamerType.............................................................................................................................................................................................22
Loop Start - BrandImagery.....................................................................................................................................................................................22
B8_BrandImagery...............................................................................................................................................................................................23
Loop Start - BrandPersonalityLoop........................................................................................................................................................................23
B9_BrandPersonality..........................................................................................................................................................................................24
Subsection Start - Harley Davidson Specific Brand Perception.............................................................................................................................24
DT_Intro_HDPerceptions....................................................................................................................................................................................24
HD1_HDBrandAdvocacy....................................................................................................................................................................................25
HD2_HDReasonsForInterest..............................................................................................................................................................................25
HD3_HDEngagement.........................................................................................................................................................................................26
DV_INS_HDBarrier_FeelSt................................................................................................................................................................................26
HD4_HDBarriers.................................................................................................................................................................................................27
HD5_CorporateReputation.................................................................................................................................................................................27
HD6_HD_AT_Awareness_v2.............................................................................................................................................................................27
HD7_HDModelAwareness..................................................................................................................................................................................28
Subsection Start - EV (Electric Section).................................................................................................................................................................28
F19_ElectricMotorcycleEx..................................................................................................................................................................................28
DT_Intro_USFlexElectric....................................................................................................................................................................................29
F20_AnnouncementAwarenes...........................................................................................................................................................................29
F22_HDElectricPerception.................................................................................................................................................................................29
Subsection Start - Flex Module..............................................................................................................................................................................29
DT_Intro_Demos_Flex........................................................................................................................................................................................29
E1_PersonaStatements......................................................................................................................................................................................30
E2_PersonaSelfIdentific......................................................................................................................................................................................31
Subsection Start - Flex Q4'20.................................................................................................................................................................................31
DT_Info_MD........................................................................................................................................................................................................31
X2_RTB_Ranking...............................................................................................................................................................................................31
Demographics............................................................................................................................................................................................................32
Subsection Start - Demos.......................................................................................................................................................................................32
DT_Intro_Demos.................................................................................................................................................................................................32
DV_hTypingTool_Spectrum................................................................................................................................................................................32
DV_First5Segments_Spect................................................................................................................................................................................32
DV_SpectrumOfEngagement.............................................................................................................................................................................33
DV_SuperIntenders............................................................................................................................................................................................34
D6a_IncomeUSA................................................................................................................................................................................................34
D6b_IncomeAUS................................................................................................................................................................................................35
D6c_IncomeIND..................................................................................................................................................................................................35
D6d_IncomeGER................................................................................................................................................................................................35
D6f_IncomeAUSTRIA.........................................................................................................................................................................................36
D6g_IncomeSWIS..............................................................................................................................................................................................36
D6H_IncomeCHI.................................................................................................................................................................................................36
D6I_IncomeCAN.................................................................................................................................................................................................37
D6e_IncomeJAP.................................................................................................................................................................................................37
D7_MaritalStatus................................................................................................................................................................................................37
D8_Employment.................................................................................................................................................................................................38
D9a_EducationUSA............................................................................................................................................................................................38
D9b_EducationAUS............................................................................................................................................................................................38
D9c_EducationIND.............................................................................................................................................................................................38
D9d_EducationGER............................................................................................................................................................................................39
D9e_EducationJAP.............................................................................................................................................................................................39
D13_Children_v2................................................................................................................................................................................................39
D11_LivingArea..................................................................................................................................................................................................39
D12_MilitaryStatus..............................................................................................................................................................................................39
Subsection Start - QC Checks...............................................................................................................................................................................39
DV_QC_StraightLine..........................................................................................................................................................................................40
DV_QC_SelectedAllRespon...............................................................................................................................................................................40
QC1_QC_Placeholder........................................................................................................................................................................................40
DT_OutroScreen.................................................................................................................................................................................................40
QC Flags....................................................................................................................................................................................................................41

SCREENER
- Programmer: Change Log:
https://docs.google.com/spreadsheets/d/1vtyL1wtyxAhk4pSg7f1loTgZNOG18YaiJi4DAHccmoE
Q2'2021 QRE Word Doc:
Wave numbering:
Q2'2019 = wave 11 = LRW P190374
Q3'2019 = wave 12 = LRW P190805
Q4'2019 = wave 13 = LRW P191115
Q1'2020 = wave 14 = LRW P200259
Q2'2020 = wave 15 = LRW P200647
Q3'2020 = wave 16 = LRW P201032
Q4'2020 = wave 17 = LRW P201394
Q2'2021 = wave 18 = LRW P210945
[DV_Market]
- Hidden Question. Applies to all.
DV_Market. Captures Market.
Select one response.
DEFAULT ORDER.
1. USA
2. Australia PC: Suppress starting Q2'21
3. India PC: Suppress starting Q2'21
4. Germany
5. Japan PC: Suppress starting Q2'21
6. Austria
7. Switzerland
8. China
9. Canada
[DV_hGlobalRegions]
DV_hGlobalRegions Autocoding Global Regions
.
DEFAULT ORDER.
1. USA Autocode if respondent selected code [1] at
DV_Market.
2. DACH (Germany, Switzerland, and Austria) Autocode if respondent selected any codes [4, 6-
7] at DV_Market.
3. China Autocode if respondent selected code [8] at
DV_Market.
4. Canada Autocode if respondent selected code [9] at
DV_Market.
[DV_hSample]
DV_hSample. Main Sample vs. Oversample 1 (Prospects)
DEFAULT ORDER.
1. Main Sample
2. Oversample 1 (Prospects)
3. Oversample 2 (Owners) PC: There is such stub in historical data - must
match
4. Oversample 3 (Exiters)
5. Oversample 4 (Motorcycle Intenders)
6. Oversample 5 (Competitive Owners)
[data_source]
- Show to all.
- Programmer Comment: Hidden variable
DV1_data_source. data_source: File name of source data
DEFAULT ORDER.

1. LRW P190374 Show if autocode.

[DV_Wave]
- Programmer Comment: Q1'2020 = wave 14 = LRW P200259
Q2'2020 = wave 15 = LRW P200647
Q3'2020 = wave 16 = LRW P201032
Q4'2020 = wave 17 = LRW P201394
Q2'2021 = wave 18 = LRW P210945
Q4'2021 = wave 19 = LRW P211627
DV_Wave. Hidden autocode for Wave number
DEFAULT ORDER.
1. Q2 '19 PC: = wave 11 in Kelton chronology
4. Q1'20 PC: = wave 14 in Kelton chronology
8. Q2‘21 PC: = wave 18 in Kelton chronology
9. Q4‘21 PC: = wave 19 in Kelton chronology
[DV_AnnualPulseWave]
- Programmer Comment: Team provides info about Annual Pulse waves
DV_AnnualPulseWave. Annual Pulse Wave or not
DEFAULT ORDER.
1. Yes
2. No
[DV_Year]
- Programmer Comment: Autocode year
DV_Year. Year
DEFAULT ORDER.
1. 2019
2. 2020
3. 2021
[Language_SWZ]
- Show if respondent selected any codes [6-7] at DV_Market.
S3c_Language_SWZ. What language would you like to take the survey in?
DEFAULT ORDER.
1. German
2. French
[Language_CAN]
- Show if respondent selected code [9] at DV_Market.
S3d_Language_CAN. What language would you like to take the survey in?
DEFAULT ORDER.
1. English
2. French
[Language_CHINA]
S3e_Language_CHINA. What language would you like to take the survey in?
DEFAULT ORDER.

1. English
2. Mandarin
[DV_Language]
DV_Language. Language
DEFAULT ORDER.
1. English (US) Autocode if respondent selected code [1] at
DV_Market.
2. German (Germany) Autocode if respondent selected code [4] at
DV_Market.
3. German (Austria) Autocode if respondent selected code [6] at
DV_Market.
5. German (Switzerland) Autocode if respondent selected code [7] at
DV_Market AND respondent selected code [1] at
S3c_Language_SWZ.
6. French (Switzerland) Autocode if respondent selected code [7] at
S3c_Language_SWZ.
7. French (Austria)
8. English (Canada) Autocode if respondent selected code [9] at
S3d_Language_CAN.
9. French (Canada) Autocode if respondent selected code [9] at
S3d_Language_CAN.
10. English (China) Autocode if respondent selected code [8] at
S3e_Language_CHINA.
11. Mandarin (China) Autocode if respondent selected code [8] at
S3e_Language_CHINA.
- Programmer: Set up interview language here.g.
[Gender]
- Show to all.
- Note to client: S1 per Qre
S1_Gender. What is your gender?
DEFAULT ORDER.
1. Male
2. Female
3. Other
[Age]
- Show to all.
- Terminate Immediately if value provided at S2_Age is less than 18 OR value provided at S2_Age is greater than 74.
S2_Age. Please enter your age in the box below.
Enter a numeric response.
MIN: 0. MAX: 100. INTEGER NUMERIC RESPONSES.
[DV_QTAAgeRange]
DV_QTAAgeRange. Age range of respondent
DEFAULT ORDER.
1. 18-24 Autocode if value provided at S2_Age is between
(inclusive) 18 and 24.

6. 65+ Autocode if value provided at S2_Age is greater
than or equal to 65.

[HispanicOrigin]
S3a_HispanicOrigin. Are you of Hispanic, Latino, or Spanish origin?
DEFAULT ORDER.
1. No, not Hispanic, Latino, or Spanish origin
2. Yes, Mexican, Mexican-American, Chicano
3. Yes, Puerto Rican
4. Yes, Cuban
5. Yes, another Hispanic, Latino, or Spanish origin (please
specify)__________
[DV_Hispanic]
- Hidden Question. Applies if respondent selected code [1] at DV_Market.
- Note to client: Need final ethnicity groups for quotas
DV_Hispanic. Hispanic
DEFAULT ORDER.
1. Yes Autocode if respondent selected any codes [2-5]
at S3a_HispanicOrigin.
2. No Autocode if respondent selected code [1] at
S3a_HispanicOrigin.
[Ethnicity]
S3_Ethnicity. What is your race/ethnicity?
Select all that apply.
RANDOMIZE LIST.
1. White/Caucasian
2. Black/African American
3. Asian
4. Pacific Islander
5. Native American/Alaskan
6. Other (please specify)__________ ANCHOR.
[Ethnicity_Canada]
S25_Ethnicity_Canada. In addition to being Canadian, which ethnic or racial group do you identify with most?
DEFAULT ORDER.
1. North American (American (US), Caribbean, Jamaican,
Mexican)
2. South American (Latin American)
3. European (British, Dutch, French, German, Hungarian,
Irish, Italian, Polish, etc.)
4. Asian (Iranian, Russian, Ukrainian)
5. South Asian (East Indian, Pakistani, etc.)
6. East Asian (Chinese, Filipino, Japanese, Korean,
Vietnamese)
7. African
8. Arabic/Middle Eastern
9. Other ANCHOR.
10. None of these ANCHOR. EXCLUSIVE.

[DV_QTAEthnicity]
- Programmer Comment: If someone says that they have more than one race at [Ethnicity], could you please auto-code them to the
"Other" quota?
- Note to client: please confirm that if Yes at DV_Hispanic this overrides and set Hispanic at the quota
DV_QTAEthnicity. Final ethnicity group for respondents
DEFAULT ORDER.
1. White Autocode if (respondent selected code [1] at
S3_Ethnicity AND respondent selected code [2] at
DV_Hispanic).
2. Black Autocode if (respondent selected code [2] at
S3_Ethnicity AND respondent selected code [2] at
DV_Hispanic).
3. Hispanic Autocode if (respondent selected code [1] at
DV_Hispanic).
4. Other Autocode if (respondent selected any codes [3-6]
at S3_Ethnicity AND respondent selected code [2]
at DV_Hispanic). PC: Code is selected multiple
responses in [Ethnicity]
[ZipUS]
S4a_ZipUS. What ZIP code do you primarily live in?
Enter your response in the box.
MIN: 5. MAX: 5.
[DV_RegionUS]
- Hidden Question. Applies if respondent selected code [1] at DV_Market.
DV_RegionUS. US Region
DEFAULT ORDER.
1. Northeast
2. South
3. Midwest
4. West
[Region_CHINA]
S4b_Region_CHINA. Which of the following describes where you live?
DEFAULT ORDER.
1. Tier 1
2. Tier 2
3. Tier 3
4. Other
Subsection Start - CATEGORY BEHAVIOR & INTEREST
[DV_INS_ElectricCar]
- Hidden Question. Applies to all. Autocode row stubs selected at DV_Market.
DV_INS_ElectricCar. INS_ElectricCar
DEFAULT ORDER.
1. - PC: erase label
2. (BEV, PHEV or Hybrid)
6. - PC: erase label

[CategoryOwn]
- Show to all.
- Programmer Comment: "Category Own/Lease" per Qre;
S5_CategoryOwn. Please select all the types of vehicles you currently own or lease and for which you are the primary rider/driver.
RANDOMIZE LIST.
1. Sedan Show if respondent selected any codes [1, 9] at
DV_Market.
2. SUV
3. Pick-up truck Show if respondent selected any codes [1, 9] at
DV_Market.
DEFAULT ORDER.
4. On-road motorcycle (gas-powered)
22. On-road motorcycle (electric-powered)
5. Off-road motorcycle (e.g., dirt bike)
7. Jet ski
8. Snowmobile
9. Electric car [Insert response from DV_INS_ElectricCar]
10. Boat
11. RV
13. ATV
14. UTV/Side by side
15. Electric bicycle
16. Bicycle
17. Compact/City Show if respondent selected any codes [4-8] at
DV_Market.
18. Hatchback Show if respondent selected any codes [4-8] at
DV_Market.
19. Saloon Show if respondent selected any codes [4-8] at
DV_Market.
20. Convertible/Coupe Show if respondent selected any codes [4-8] at
DV_Market.
RANDOMIZE WITHIN.
23. Scooter (electric-powered)
24. Scooter (gas-powered)
RANDOMIZE WITHIN.
25. Moped (electric-powered)
26. Moped (gas-powered)
99. None of the above ANCHOR. EXCLUSIVE.
- Programmer: S6_NewProductInterest and S7_NewProductLikelihood items were hereand were removed in Q1'20 - you

can find these questions with logic/ termination conditions, etc from 191115 WA
[Intro_Category]
- Show to all.
DT_Intro_Category. Thanks for taking this survey.
Now we’d like to ask you questions about on-road motorcycles. Please think about motorcycles that are meant to be
ridden on-road at least some of the time and NOT vehicles like dirt bikes or ATVs meant for off-road use only,
mopeds, or scooters.
[MotorcycleOwnership]
- Show to all.
- Terminate Immediately if (respondent selected any codes [4, 22] at S5_CategoryOwn AND respondent selected any codes [2-3] at
S8_MotorcycleOwnership) OR (respondent did NOT select codes [4, 22] at S5_CategoryOwn AND respondent selected code [1] at
S8_MotorcycleOwnership).
- Note to client: S8a per Qre; There are "Current Ownership" and "Past Ownership" in historic waves
S8_MotorcycleOwnership. Which of the following statements best describes you?
DEFAULT ORDER.

1. I currently own and am the primary operator of an on-road
motorcycle (i.e., not a dirt bike, ATV, moped, scooter,
etc.)
2. I used to own an on-road motorcycle (i.e., not a dirt bike,
ATV, moped, scooter, etc.), but no longer own one
3. I have never owned an on-road motorcycle (i.e., not a dirt
bike, ATV, moped, scooter, etc.)

[DV_Ownership]
- Terminate Immediately if (respondent selected code [3] at DV_hSample AND respondent selected any codes [2, 4] at
DV_Ownership) OR (respondent selected code [4] at DV_hSample AND respondent did NOT select code [3] at DV_Ownership).
DV_Ownership. hOwnership
DEFAULT ORDER.
1. Owner Autocode if respondent selected code [1] at
S8_MotorcycleOwnership.
2. Non-Owner Autocode if respondent selected any codes [2-3]
at S8_MotorcycleOwnership.
3. Lapsed Owner Autocode if respondent selected code [2] at
4. Never Owned Autocode if respondent selected code [3] at
[LicenseHolder]
- Show to all.
- Programmer Comment: Autocode and skip if S8a=1
- Note to client: Can you confirm the autocode instruction?
S8b per Qre
S8b_LicenseHolder. Do you currently hold an active, valid Motorcycle License/Endorsement?
DEFAULT ORDER.
1. Yes
2. No
[LicenseType]
- Show if respondent selected any codes [4, 8-9] at DV_Market AND respondent selected code [1] at S8b_LicenseHolder.
S9_LicenseType. Specifically, what type of motorcycle license/endorsement do you have?
DEFAULT ORDER.
1. License D, apply to 2 & 3 wheels motorcycle with engine Show if respondent selected code [8] at
displacement greater than 50cc or maximum speed DV_Market.
greater than 50km/h
2. License E, apply to 2 wheels motorcycle with engine Show if respondent selected code [8] at
displacement greater than 50cc or maximum speed DV_Market.
greater than 50km/h
3. License F, apply to engine displacement less than or Show if respondent selected code [8] at
equal to 50cc and maximum speed less than or equal to DV_Market.
50km/h
7. Beginners Motorcycle license Show if respondent selected code [9] at
DV_Market.
8. Full Motorcycle License Show if respondent selected code [9] at
DV_Market.
6. Other Type of Motorcycle License Show if respondent selected code [9] at
DV_Market.
4. Class A1 (Light motorcycles with a power not exceeding Show if respondent selected code [4] at
11 kW) DV_Market.
5. Class A restricted (Motorcycles of a power not exceeding Show if respondent selected code [4] at
25 kW (full standard after 2 years of driving without DV_Market.
further training or test)
6. Class A Full Standard (Direct access for ages 25 and Show if respondent selected code [4] at
over, with power exceeding 25kW) DV_Market.
9. Not Sure

[RidingTenure]
- Show if respondent selected any codes [1, 3] at DV_Ownership.
- Programmer Comment: UPD Q1'20: Please update the columns to a drop down. Please update the columns itself too
- Note to client: D7 in SPSS
S14_RidingTenure. Please indicate how many years of riding experience you have, if any, with on-road motorcycles and off-road
motorcycles (e.g. dirt bikes).
Select one response for each row.
Cols 1-5,12,11: DEFAULT ORDER. Header: <-- Please select -->.
COLS: DEFAULT ORDER. Less than

ROWS: DEFAULT ORDER. 1 year 1 year 2 years 3 years 4 years 5-9 years 10+ years
1. On-road motorcycles 1 2 3 4 5 12 11
2. Off-road motorcycles 1 2 3 4 5 12 11
[AidedBrandAwareness]
- Show to all.
- Note to client: S10 in SPSS
S10_AidedBrandAwareness. Which of the following motorcycle brands have you heard of before? Please select all that apply.
RANDOMIZE LIST.
RANDOMIZE WITHIN.
1. Harley-Davidson motorcycles
2. BMW motorcycles
3. Can-Am (BRP) three-wheelers
4. Ducati motorcycles
5. Honda motorcycles
6. Indian motorcycles
7. Kawasaki motorcycles
8. KTM motorcycles
9. Royal Enfield motorcycles
10. Suzuki motorcycles
11. Triumph motorcycles
12. Yamaha motorcycles
13. Zero motorcycles
14. Husqvarna motorcycles
15. Benelli motorcycles
16. Aprilia motorcycles
17. Energica motorcycles
21. Polaris Slingshot three-wheeled motor vehicles
22. CF motorcycles Show if respondent selected code [8] at
DV_Market.
23. QJ motorcycles Show if respondent selected code [8] at
DV_Market.
24. ZongShen motorcycles Show if respondent selected code [8] at
DV_Market.
25. Loncin motorcycles Show if respondent selected code [8] at
DV_Market.
27. LiveWire

[BrandOwnership]
- Show if respondent selected code [1] at DV_Ownership. Only show row stubs selected at S10_AidedBrandAwareness.
- Note to client: S11 per Qre aka "Brand Ownership"
S11_BrandOwnership What brand(s) of on-road motorcycle(s) do you currently own for which you’re the primary rider/operator? Please
. select all that apply.
RANDOMIZE LIST.
2. BMW motorcycles
8. KTM motorcycles
9. Royal Enfield motorcycles Show if respondent did NOT select code [8] at
DV_Market.
17. Energica motorcycles Show if respondent did NOT select code [8] at
DV_Market.
22. CF motorcycles
23. QJ motorcycles
24. ZongShen motorcycles
25. Loncin motorcycles
27. LiveWire
22. None of the above ANCHOR. EXCLUSIVE. ALWAYS SHOWN.
[DV_hBrandOwnership]
DV_hBrandOwnership. hBrandOwnership
DEFAULT ORDER.
1. H-D Owner Autocode if respondent selected code [1] at
S11_BrandOwnership. PC: Brand Ownership=1
2. Competitive Owner Autocode if respondent did NOT select code [1] at
S11_BrandOwnership. PC: Brand Ownership≠1
3. H-D Owner Only Autocode if respondent selected only code [1] at
AND NOT 2-99
4. Competitive Owner Only Autocode if respondent did NOT select code [1] at
S11_BrandOwnership. PC: Brand Ownership=2-99
AND NOT 1
5. Mixed Owner Autocode if respondent selected code [1] at
AND at least one additional punch between 2-99

[BrandOwnershipLength]
- Show if respondent selected code [1] at DV_Ownership. Only show row stubs selected at S11_BrandOwnership.
- Programmer Comment: Columns are drop-downs
S15_BrandOwnershipLength. How long have you owned your motorcycle(s)?
Select one response for each.
Cols 1-5,12,11: DEFAULT ORDER. Header: <-- Please select -->.
COLS: DEFAULT ORDER. Less than

ROWS: RANDOMIZE LIST. 1 year 1 year 2 years 3 years 4 years 5-9 years 10+ years
1. Harley-Davidson
1 2 3 4 5 12 11
motorcycles
2. BMW motorcycles 1 2 3 4 5 12 11
3. Can-Am (BRP) three-
1 2 3 4 5 12 11
wheelers
4. Ducati motorcycles 1 2 3 4 5 12 11
5. Honda motorcycles 1 2 3 4 5 12 11
6. Indian motorcycles 1 2 3 4 5 12 11
7. Kawasaki motorcycles 1 2 3 4 5 12 11
8. KTM motorcycles 1 2 3 4 5 12 11
9. Royal Enfield
1 2 3 4 5 12 11
motorcycles
10. Suzuki motorcycles 1 2 3 4 5 12 11
11. Triumph motorcycles 1 2 3 4 5 12 11
12. Yamaha motorcycles 1 2 3 4 5 12 11
13. Zero motorcycles 1 2 3 4 5 12 11
14. Husqvarna
1 2 3 4 5 12 11
motorcycles
15. Benelli motorcycles 1 2 3 4 5 12 11
16. Aprilia motorcycles 1 2 3 4 5 12 11
17. Energica motorcycles 1 2 3 4 5 12 11
21. Polaris Slingshot
three-wheeled motor 1 2 3 4 5 12 11
vehicles
22. CF motorcycles 1 2 3 4 5 12 11
23. QJ motorcycles 1 2 3 4 5 12 11
24. ZongShen
1 2 3 4 5 12 11
motorcycles
25. Loncin motorcycles 1 2 3 4 5 12 11
27. LiveWire 1 2 3 4 5 12 11
ANCH
22. Other, please specify 1 2 3 4 5 12 11
OR.
[MotorcycleTypeOwned]
- Show if respondent selected code [1] at DV_Ownership.
- Programmer Comment: RANDOMIZE ROWS; SHOW MOTORCYCLE SILHOUETTE IMAGES
S16_MotorcycleTypeOwned. What type of motorcycle/s do you currently own?
RANDOMIZE LIST.
1. Performance/Sport
2. Cruiser
3. Power Cruiser
4. Standard
5. Touring
6. Sport Touring
7. Adventure Touring
8. Naked/Streetfighter
9. Trike
10. Dual Sport
97. Other ANCHOR.
98. Not sure ANCHOR. EXCLUSIVE.

[MotorcycleSizeOwned]
S13_MotorcycleSizeOwned. What size motorcycle/s do you currently own?
DEFAULT ORDER.
1. Under 250cc
2. 251-600cc
3. 601-1000cc
4. 1001-1500cc
5. 1501cc+
97. I don’t know ANCHOR. EXCLUSIVE.
[DV_IPS_SulhouettePathIn]
- Hidden Question. Applies to all. Autocode row stubs selected at DV_Language.
DV_IPS_SulhouettePathIn. IPS_SulhouettePathInsert
DEFAULT ORDER.
1. ENU/
2. ENA/
3. ENN/
4. HIN/
5. DEU/
6. JPN/
Subsection End - CATEGORY BEHAVIOR & INTEREST
Subsection Start - MOTORCYCLE INTEREST AND ATTITUDES
[Intro_2]
- Show to all.
DT_Intro_2. We’ll now ask you some more questions about motorcycles. Let’s start with your general thoughts and attitudes towards
motorcycles and motorcycle riding.
[CategoryInterest]
- Show to all.
S17_CategoryInterest. Overall, how interested are you in motorcycles and motorcycle riding?
DEFAULT ORDER.
1. Not at all interested
2. Modestly interested
3. Somewhat interested
4. Very interested
5. Extremely interested
[DV_INS_PurchaseInterest]
DV_INS_PurchaseInterest. INS_PurchaseInterest
DEFAULT ORDER.
1. You previously mentioned that you own an on-road Autocode if respondent selected code [1] at
motorcycle. How likely are you to purchase an on-road DV_Ownership.
motorcycle again?
2. How likely are you to ever purchase an on-road Autocode if respondent did NOT select code [1] at
motorcycle? DV_Ownership.

[PurchaseInterest]
- Show to all.
S18_PurchaseInterest. [Insert response from DV_INS_PurchaseInterest]
DEFAULT ORDER.
1. Definitely would not
2. Probably would not
3. Might or might not
4. Probably would
5. Definitely would
[DV_Prospects]
- Terminate Immediately if (respondent selected code [2] at DV_hSample AND respondent selected code [2] at DV_Prospects).
- Programmer Comment: SUPPRESS starting Q4'21 (Can be removed if didn't come back in 2022)
DV_Prospects hProspects
.
DEFAULT ORDER.
1. Motorcycle Prospects Autocode if respondent selected any codes [2-5]
at S17_CategoryInterest AND respondent selected
any codes [4-5] at S18_PurchaseInterest.
2. Motorcycle Non-Prospects Autocode if else.
[DV_INS_PurchaseIntent]
DV_INS_PurchaseIntent. INS_PurchaseIntent
DEFAULT ORDER.
1. You previously mentioned that you would definitely or Autocode if respondent selected code [1] at
probably purchase another on-road motorcycle. When do DV_Ownership.
you plan to purchase an on-road motorcycle?
2. You previously mentioned that you would definitely or Autocode if respondent did NOT select code [1] at
probably purchase an on-road motorcycle. When do you DV_Ownership.
plan to purchase an on-road motorcycle?
[MotorcyclePurchase]
- Show if respondent selected any codes [4-5] at S18_PurchaseInterest.
- Programmer Comment: "Motorcycle Purchase Timeframe" in QRE
S19_MotorcyclePurchase. [Insert response from DV_INS_PurchaseIntent]
DEFAULT ORDER.
1. In the next 6 months
2. In the next 7 to 11 months
3. In the next 1 to 3 years
6. More than 7 years from now
99. I don’t know

[DV_hMotorcycleIntender]
- Terminate Immediately if (respondent selected code [1] at DV_Market AND respondent selected code [5] at DV_hSample AND
respondent selected code [4] at DV_hMotorcycleIntender) OR (respondent selected any codes [4, 6-9] at DV_Market AND
respondent selected code [5] at DV_hSample AND respondent selected code [4] at DV_hMotorcycleIntender).
DV_hMotorcycleIntender. hMotorcycleIntender
DEFAULT ORDER.
1. Non-Owner Motorcycle Intenders Autocode if respondent selected any codes [4-5]
at S18_PurchaseInterest AND respondent selected
code [2] at DV_Ownership AND respondent
selected any codes [1-3] at
S19_MotorcyclePurchase.
2. Competitive Owner Motorcycle Intenders Autocode if respondent selected any codes [4-5]
code [2] at DV_hBrandOwnership AND respondent
3. H-D Owner Motorcycle Intenders Autocode if respondent selected any codes [4-5]
code [1] at DV_hBrandOwnership AND respondent
4. Motorcycle Non-Intenders Autocode if respondent did NOT select codes [1-3]
at DV_hMotorcycleIntender.
[IntendedMotoType]
- Show if respondent selected any codes [1-3] at DV_hMotorcycleIntender.
- Programmer Comment: SELECT UP TO 3; SHOW MOTORCYCLE SILHOUETTE IMAGES
S27_IntendedMotoType. You mentioned you’re expecting to buy a motorcycle in the near future. Which type are you most likely to
purchase?
Select up to three.
RANDOMIZE LIST.
1. Performance/Sport
2. Cruiser
3. Power Cruiser
4. Standard
5. Touring
6. Sport Touring
7. Adventure Touring
8. Naked/Streetfighter
9. Trike
10. Dual Sport
11. Other ANCHOR.
12. Not sure ANCHOR. EXCLUSIVE.

[IntendedMotoBrand]
- Show if respondent selected any codes [1-3] at DV_hMotorcycleIntender. Only show row stubs selected at
S10_AidedBrandAwareness.
- Autocode and skip question if respondent would see only one option.
S28_IntendedMotoBrand. And which brand do you think you’re most likely to purchase when you do?
RANDOMIZE LIST.
RANDOMIZE WITHIN.
2. BMW motorcycles
8. KTM motorcycles
9. Royal Enfield motorcycles
17. Energica motorcycles
22. CF motorcycles
23. QJ motorcycles
24. ZongShen motorcycles
25. Loncin motorcycles
27. LiveWire
[OwnerCommitmentReten]
S20_OwnerCommitmentReten. How much do you agree with the following statements about riding motorcycles?
Neither
COLS: DEFAULT ORDER. Strongly agree nor Strongly
ROWS: RANDOMIZE LIST. disagree Disagree disagree Agree agree
1. I have support from my
1 2 3 4 5
family/spouse to ride
2. I am confident in my
1 2 3 4 5
ability to ride
3. I am able to do the type
of riding that I enjoy the 1 2 3 4 5
most
4. I have friends and/or
1 2 3 4 5
family that I ride with
5. Motorcycling puts a
1 2 3 4 5
strain on my finances
6. I enjoy taking overnight
1 2 3 4 5
trips on my motorcycle

[JoyEquity]
S21_JoyEquity. Please read each pair of statements below and decide which one you agree with more to finish the following sentence:
“Riding my motorcycle is…”
RANDOMIZE LIST.
Strongly Somewhat Somewhat Strongly
agree agree agree agree
1. Something I could Something I could never
1 2 3 4
easily replace in my life replace in my life
2. An important part of my A non-essential part of my
1 2 3 4
life life
3. A hobby 1 2 3 4 A lifestyle
[CategoryMotivators]
- Show if respondent selected any codes [2-5] at S17_CategoryInterest AND respondent selected code [1] at DV_AnnualPulseWave.
- Programmer Comment: Q4 2020 Update: UNHIDE for annual pulse waves
S22_CategoryMotivators. What specifically are you interested in when it comes to motorcycles and motorcycle riding?
Check all that apply.
RANDOMIZE LIST.
1. The culture of motorcycle riding
2. Connecting with other riders
3. To feel more empowered
4. To enjoy being outside and connected to nature
5. Experiencing adventure
6. Standing out from the crowd
7. More efficient way to commute
8. Taking road trips or getaways
9. More environmentally-friendly way to get around
10. More economical form of transportation
11. To get away and discover new places
12. Experiencing some freedom
13. The ability to clear my mind and focus
14. The stress relief
15. To be able to more easily explore my city
16. The adrenaline rush
17. Riding a high-performance vehicle
18. Experiencing something unique and fun
97. I don’t have any interest in motorcycles ANCHOR. EXCLUSIVE.
98. Other ANCHOR.
[DV_INS_BarriersToCat]
- Hidden Question. Applies if respondent selected code [1] at DV_AnnualPulseWave. Autocode row stubs selected at
- Programmer Comment: Q4 2020 Update: UNHIDE for annual pulse waves
DV_INS_BarriersToCat. INS_BarriersToCategory
DEFAULT ORDER.
1. -
2. Specifically, what would you say are the main reasons
that hold you back from becoming a motorcycle owner
again, if any?
3. Specifically, what would you say are the main reasons
that hold you back from becoming a motorcycle rider, if
any?

[DV_INS_BarriersLearn]
- Hidden Question. Applies if respondent selected code [1] at DV_AnnualPulseWave. Autocode row stubs selected at
- Programmer Comment: Q4 2020 Update: UNHIDE for annual pulse wave
DV_INS_BarriersLearn. INS_BarriersLearn
DEFAULT ORDER.
1. -
2. Would take too long to re-learn riding skills
3. Would take too long to learn riding skills
[CategoryBarriers]
- Show if respondent did NOT select code [1] at DV_Ownership AND respondent selected code [1] at DV_AnnualPulseWave.
No need to lock stubs in groups in code! Stubs should randomize completely regardless of group.
S23_CategoryBarriers. [Insert response from DV_INS_BarriersToCat]
Check all that apply.
RANDOMIZE LIST.
1. Risk of accidents/injury
2. Motorcycle riding scares me
3. I am worried about distracted drivers on the road
4. The cost of buying a motorcycle
5. Other costs besides the motorcycle itself (i.e. insurance,
maintenance, gear, customization)
6. I can’t get financing/have credit problems
7. Lack of knowledge/experience
8. [Insert response from DV_INS_BarriersLearn]
9. I am intimidated by motorcycles
10. I don’t think I am mechanically inclined enough to have a
motorcycle
11. I don’t know how to go about learning to ride or getting a
motorcycle license
12. I don’t want to give up other hobbies/activities
13. Spouse/significant other/family member is against
purchasing
14. I don’t have anyone to ride with
15. It’s not for people like me
16. I don’t think I would enjoy it
17. I have children at home
18. I don’t have storage space for a motorcycle
19. Motorcycles are an impractical way to get around
compared to other types of vehicles
20. I am not sure I have enough time to dedicate to riding
21. I don’t fit in with other motorcycle riders or the culture
[MotorcycleAdvocacy]
- Show to all.
S24_MotorcycleAdvocacy. Which of the following statements best describes whether and how you bring up motorcycle riding in
conversations with friends, relatives, and co-workers (in person, via email or in online discussion groups,
etc.)?
DEFAULT ORDER.
1. I go out of my way to discourage others from riding
motorcycles
2. I tell people negative things about motorcycle riding when
asked or when it’s brought up in conversations
3. I usually do not bring up motorcycle riding in
conversations
4. I tell people positive things about motorcycle riding when
5. I go out of my way to encourage others to ride
motorcycles
99. I never talk about it
Subsection End - MOTORCYCLE INTEREST AND ATTITUDES

MAIN
Subsection Start - Brand Health
[BrandOwnershipInt]
- Show to all. Only show row stubs selected at S10_AidedBrandAwareness.
- Programmer Comment: WA does not allow to set it but
Please put "1 -" on its own line so it lines up with the "5-" in column 5
B2_BrandOwnershipInt Below is a list of motorcycle brands you have heard of before. Please indicate your level of interest in owning an on-road
. motorcycle from each of the following brands.
S
Rows 1-17,21-25,27: RANDOMIZE WITHIN.
1 – Not at 5-
COLS: DEFAULT ORDER. all 3 4 Extremely
ROWS: RANDOMIZE LIST. interested 2 interested
1. Harley-Davidson
1 2 3 4 5
motorcycles
2. BMW motorcycles 1 2 3 4 5
3. Can-Am (BRP) three-
1 2 3 4 5
wheelers
4. Ducati motorcycles 1 2 3 4 5
5. Honda motorcycles 1 2 3 4 5
6. Indian motorcycles 1 2 3 4 5
7. Kawasaki motorcycles 1 2 3 4 5
8. KTM motorcycles 1 2 3 4 5
9. Royal Enfield
1 2 3 4 5
motorcycles
10. Suzuki motorcycles 1 2 3 4 5
11. Triumph motorcycles 1 2 3 4 5
12. Yamaha motorcycles 1 2 3 4 5
13. Zero motorcycles 1 2 3 4 5
14. Husqvarna
1 2 3 4 5
motorcycles
15. Benelli motorcycles 1 2 3 4 5
16. Aprilia motorcycles 1 2 3 4 5
17. Energica motorcycles 1 2 3 4 5
21. Polaris Slingshot
three-wheeled motor 1 2 3 4 5
vehicles
22. CF motorcycles 1 2 3 4 5
23. QJ motorcycles 1 2 3 4 5
24. ZongShen
1 2 3 4 5
motorcycles
25. Loncin motorcycles 1 2 3 4 5
27. LiveWire 1 2 3 4 5
[DV_BrandsEligible]
- Hidden Question. Applies to all. Autocode row stubs selected at S10_AidedBrandAwareness.
DV_BrandsEligible. Priority Brands Eligible
DEFAULT ORDER.
2. BMW motorcycles
10. Can-Am three-wheelers

[DV_BrandsMarketEligible]
- Hidden Question. Applies to all. Autocode row stubs selected at DV_BrandsEligible.
- Programmer Comment: Market-Specific Brand:
DACH (Germany, Switzerland, and Austria) OR China: Triumph
Canada AND USA: Can-Am three-wheelers
DV_BrandsMarketEligible. Priority Brands Eligible (Market-specific)
DEFAULT ORDER.
11. Triumph motorcycles Autocode if respondent selected any codes [4, 6-
8] at DV_Market AND respondent selected code [9]
at DV_BrandsEligible.
12. Can-Am three-wheelers Autocode if respondent selected any codes [1, 9]
at DV_Market AND respondent selected code [10]
at DV_BrandsEligible.
[DV_BrandsAssigned]
- Programmer Comment: H-D and up to two of the following, based on awareness & least filled quota: BMW, HONDA, INDIAN (New
Q2'21), market-specific brand
DV_BrandsAssigned. Assigner
Eligibility variable: DV_BrandsEligible

Maximum number of categories to assign: 3
If less than 1 category is assigned: Continue, but skip questions with logic referencing DV_BrandsAssigned
Step 1:
Assignment type: Random
Maximum number of categories that can be assigned to this step: 1
Only assign specific categories?: Yes, one or more stubs from the eligibility variable
Harley-Davidson motorcycles
Step 2:
Assignment type: Most Needed
Only assign specific categories?: Yes, one or more stubs from the eligibility variable
BMW motorcycles
Honda motorcycles
Indian motorcycles
Step 3:
Assignment type: Most Needed
Only assign specific categories?: Yes, from a different variable - DV_BrandsMarketEligible
Subsection Start - Brand Health - Priority Brands

Show if Priority Brands assigned
[Intro_PriorityBrands]
- Show to all.
DT_Intro_PriorityBrands. We’d now like to ask you your opinion of a few brands in particular.

[OverallBrandOpinion]
- Show to all. Only show row stubs selected at DV_BrandsAssigned.
- Note to client: B4 in historical data
B3_OverallBrandOpinion. Overall, what is your opinion of each brand below?
Neither
COLS: DEFAULT ORDER. Very Somewhat positive or Somewhat Very
ROWS: RANDOMIZE LIST. negative negative negative positive positive
1. Harley-Davidson
1 2 3 4 5
motorcycles
10. Can-Am three-
1 2 3 4 5
wheelers
Loop Start - BrandHealthPolar
[BrandHealthPolar]
- Only show row stubs selected at DV_BrandsAssigned.
BrandHealthPolar. BrandHealthPolar
Iterations:
RANDOMIZE LIST.
2. BMW motorcycles
Questions:

[PolarBrandPerception]
- Show to all.
- Programmer Comment: WA is not working correctly and does not save html entities and generates "<" in MDD - please replace it
with "<<<br />" - to not break xml layout.
Please vertically align row text in the middle of each cell
Please note custom respondent instructions.

- Note to client: B10 is SPSS
B7_PolarBrandPerception. Below are some statements that may reflect your attitudes about [Insert current iteration]. Please read each
pair of statements and decide which one better describes [Insert current iteration]. If BOTH statements
describe [Insert current iteration], please decide which one describes it MORE.
RANDOMIZE LIST.
<< >>
<< Describes Describes >>
Describes Somewhat Somewhat Describes
Much More More More Much More
1. For someone like me 1 2 3 4 Not for someone like me
2. Is a brand I’d be proud Is a brand I wouldn’t want
1 2 3 4
to be associated with to be associated with
3. Is authentic 1 2 3 4 Is not authentic
4. Is technologically Is technologically behind
1 2 3 4
advanced other motorcycle brands
5. Only makes a few types Makes many different
1 2 3 4
of motorcycles types of motorcycles
6. Is the most desirable Is less desirable than other
1 2 3 4
motorcycle brand motorcycle brands
7. Has exclusive, hard-to- Has easy-to-find
1 2 3 4
find motorcycles motorcycles to buy
Loop End - BrandHealthPolar
[DV_hDreamerType]
DV_hDreamerType. hDreamerType
DEFAULT ORDER.
1. Dreamer Autocode if, for any row [1] at
B3_OverallBrandOpinion, the respondent selected
any codes [4-5].
2. Engaged Dreamer Autocode if for any row [1] at
B3_OverallBrandOpinion, the respondent selected
any codes [4-5] AND respondent selected any
codes [4-5] at S18_PurchaseInterest.
Loop Start - BrandImagery

[BrandImagery]
BrandImagery. BrandImagery
Iterations:
RANDOMIZE LIST.
1. Has a meaningful brand history
2. Encourages responsible riding
3. Only has expensive motorcycles
4. Encourages all types of riders
5. Is evolving and making new types of vehicles
6. Makes products that suit my needs
7. Is a brand I feel personally connected to
9. Makes me want to ride
10. Has a community I can be a part of
12. Is a brand I trust
13. Is a brand that aligns with my personal beliefs
14. Is a premium brand
15. Offers products that are a good value for the price
16. Stands for more than just motorcycles
Questions:
[BrandImagery]
- Show to all. Only show row stubs selected at DV_BrandsAssigned.
- Programmer Comment: 1 statement per page
use logos for the brands
center the number for end points (1 and 5)
Please stretch it to the right so it aligns with where the question text ends. Currently the grid itself seems too small.
- Note to client: This question includes statements from B10B but has different layout now, brobably it should go with another letter
after B10
B8_BrandImagery. How well do you feel the following statements describe each brand?
[Insert current iteration]
1- Does
not 5-
COLS: DEFAULT ORDER. describe at Describes
ROWS: RANDOMIZE LIST. all 2 3 4 perfectly
1. Harley-Davidson
1 2 3 4 5
motorcycles
10. Can-Am three-
1 2 3 4 5
wheelers
Loop End - BrandImagery
Loop Start - BrandPersonalityLoop

[BrandPersonalityLoop]
- Show if respondent selected code [1] at DV_AnnualPulseWave.Only show row stubs selected at DV_BrandsAssigned.
BrandPersonalityLoop. BrandPersonalityLoop
Iterations:
RANDOMIZE LIST.
2. BMW motorcycles
Questions:
[BrandPersonality]
- Show if ( respondent selected code [1] at DV_AnnualPulseWave ).
- Programmer Comment: Buttons/Tiles
Multi-select tiled buttons, randomize all tiles for each brand, except "None of These"
B9_BrandPersonality. Now please imagine [Insert current iteration] was a person. Which of the following words/phrases do you think
would describe them?
Please select all that apply.
RANDOMIZE LIST.
1. Stylish
2. Cool
3. Intimidating
4. Modern
5. Authentic
6. Timeless
7. Energetic
8. Bold
9. Cold
10. Masculine
11. Determined
12. Confident
14. Inclusive
15. Tacky
16. Unsophisticated
17. Dated
18. Overrated
19. Boring
20. Annoying
21. Unique
Loop End - BrandPersonalityLoop
Subsection End - Brand Health - Priority Brands
Subsection End - Brand Health
Subsection Start - Harley Davidson Specific Brand Perception
[Intro_HDPerceptions]
- Show if respondent selected code [1] at S10_AidedBrandAwareness.
DT_Intro_HDPerceptions. For the next few questions, let's focus on one brand at random. For you, we’ve chosen Harley-Davidson.

[HDBrandAdvocacy]
HD1_HDBrandAdvocacy. Which of the following statements best describes whether and how you’ve brought up Harley-Davidson in
recent conversations with friends, relatives, co-workers (in person, via email or in online discussion groups,
etc.)?
DEFAULT ORDER.
1. I go out of my way to discourage people from engaging
with or purchasing from Harley-Davidson
2. I tell people negative things about Harley-Davidson when
3. I usually do not bring up Harley-Davidson in
conversations, even when discussing motorcycle riding
4. I tell people positive things about Harley-Davidson when
5. I go out of my way to recommend Harley-Davidson to
others
[HDReasonsForInterest]
- Show if for any row [1] at B2_BrandOwnershipInt, the respondent selected any codes [2-5] AND respondent selected code [1] at
DV_AnnualPulseWave.
No need to lock stubs in groups in code! Stubs should randomize completely regardless of group or show group headers
- Note to client: B4B in historical data
HD2_HDReasonsForInterest. Earlier you mentioned interest in owning an on-road motorcycle from Harley-Davidson. Which, if any, of the
reasons listed below describe why you’re interested in owning a Harley-Davidson?
RANDOMIZE LIST.
1. The quality of workmanship
2. Dependability of Harley-Davidson motorcycles
3. The fact that Harley-Davidson is an American brand
4. Superior ride/handling performance
5. The look and atmosphere of Harley-Davidson dealerships
6. The ability to customize Harley-Davidson motorcycles
7. The availability/selection of Harley-Davidson accessories
8. The availability/selection of Harley-Davidson apparel and
riding gear
9. The benefits of the Harley Owners Group (H.O.G.)
10. Availability of financing options
11. Variety of different types of Harley-Davidson motorcycles
available
12. Harley-Davidson uses cutting edge technology
13. Harley-Davidson products are innovative
14. The attention that comes with being a Harley-Davidson
owner
15. The camaraderie of the Harley-Davidson community of
riders
16. The Harley-Davidson brand image
17. The look of Harley-Davidson motorcycles
18. The feel of Harley-Davidson motorcycles
19. I always wanted a Harley-Davidson motorcycle
20. The sound of Harley-Davidson motorcycles
21. My friends/family own Harley-Davidson motorcycles
22. I grew up around Harley-Davidson motorcycles
23. I like Harley-Davidson apparel and riding gear
98. Other ANCHOR.

[HDEngagement]
- Show if ((respondent selected any codes [1-3] at DV_hMotorcycleIntender AND respondent selected code [1] at
S10_AidedBrandAwareness) OR (respondent selected code [1] at S10_AidedBrandAwareness AND respondent selected code [1] at
DV_Ownership)) AND respondent selected code [1] at DV_AnnualPulseWave.
HD3_HDEngagement. Which of the following have you done in the past year with Harley-Davidson?
DEFAULT ORDER.
1. Visited H-D.com or H-D Dealership website
2. Visited/came in contact with H-D or an H-D dealership on
social media
3. Followed H-D or an H-D dealership on social media
4. Visited an H-D dealership location
5. Rented or test rode a Harley-Davidson motorcycle
6. Completed an H-D riding training course
7. Attended an H-D event or rally
8. Attended an event at an H-D dealership
9. Received and opened email or mail from H-D
10. Watched videos/Read about/Read reviews of H-D online
or in print
[DV_INS_HDBarrier_FeelSt]
- Hidden Question. Applies if respondent selected code [1] at S10_AidedBrandAwareness AND respondent did NOT select code [1]
at S11_BrandOwnership AND respondent selected code [1] at DV_AnnualPulseWave.
DV_INS_HDBarrier_FeelSt. Text insert for HDBarriers

DEFAULT ORDER.
2. I feel strange walking into a Harley-Davidson dealership Autocode if respondent did NOT select code [1] at
when I don't ride a motorcycle DV_Ownership.
1. I feel strange walking into a Harley-Davidson dealership Autocode if respondent selected code [1] at
when I don't ride a Harley-Davidson motorcycle DV_Ownership.

[HDBarriers]
- Show if respondent selected code [1] at S10_AidedBrandAwareness AND respondent did NOT select code [1] at
S11_BrandOwnership AND respondent selected code [1] at DV_AnnualPulseWave.
HD4_HDBarriers. Thinking about Harley-Davidson, what would you say are the main reasons that hold you back from potentially owning
one of their motorcycles?
RANDOMIZE LIST.
1. I have read poor reviews about Harley-Davidson
2. I don’t think I would feel welcomed at a Harley-Davidson
dealership
3. None of my friends own Harley-Davidson motorcycles
4. At this point in my life, I am not ready to own a Harley-
Davidson motorcycle
5. Harley-Davidson motorcycles are too expensive
6. Harley-Davidson motorcycles are not a good value for the
price
7. Other brands offer better-looking motorcycles
8. Other brands offer more technologically advanced
motorcycles
9. I don’t think I would feel welcomed by other Harley-
Davidson riders
10. Harley-Davidson motorcycles have quality/reliability
issues
11. [Insert response from DV_INS_HDBarrier_FeelSt] PC: SUPPRESS Starting Q4'21
12. I had a bad experience at a Harley-Davidson dealership
13. Harley-Davidson does not offer the type of motorcycle I
am interested in
14. I don’t want to commit to the lifestyle that comes along
with owning a Harley-Davidson
15. I don’t want to purchase a motorcycle from an American Show if respondent did NOT select code [1] at
brand DV_Market.
16. The Harley-Davidson brand image isn’t for me
[CorporateReputation]
HD5_CorporateReputation. How well do you feel the following statements describe Harley-Davidson?
1-
Does not 5-
COLS: DEFAULT ORDER. describe at Describes I don't
ROWS: RANDOMIZE LIST. all 2 3 4 Perfectly Know
1. Is a company that I’d be
1 2 3 4 5 99
proud to work for
3. Is a socially responsible
1 2 3 4 5 99
company
6. Is a well-run company 1 2 3 4 5 99
7. Is stable/financially
1 2 3 4 5 99
sound
ANCHOR.
EXCLUSIVE.
[HD_AT_Awareness_v2]
HD6_HD_AT_Awareness_v2. Prior to taking this survey, did you know that Harley-Davidson released an Adventure Touring motorcycle?
When we mention Adventure Touring motorcycles, we’re referring to dual-sport, street-legal motorcycles that
have both long-range touring and on-road or off-road capabilities.
DEFAULT ORDER.
1. Yes
2. No
3. Unsure

[HDModelAwareness]
- Answer by column.
HD7_HDModelAwareness Please select the option that best describes your level of familiarity with the following Harley-Davidson
. motorcycle models.
COLS: RANDOMIZE LIST. Pan Street

ROWS: DEFAULT ORDER. Sportster S America Softail Road King Glide
1. I’ve never heard of it 1 2 3 4 5
2. I’ve only heard the
1 2 3 4 5
name
3. I’ve heard of it and
1 2 3 4 5
know a little about it
4. I’ve heard of it and can
1 2 3 4 5
talk about it in detail
Subsection End - Harley Davidson Specific Brand Perception
Subsection Start - EV (Electric Section)

Programmer Comment: Q4 2021 Update: SUPPRESS SECTION
- Programmer: These items are the requests to "unhide", search for similar questions in Q2'19 (190374).
Variable names should match those in the historical data (it's a tracker and the waves are merged)
[ElectricMotorcycleEx]
- Show to all.
- Repeat column headers after every 8 rows
- Programmer Comment: Make sure brand name categories match (1-8). Show brands selected at DV_AidedBrandAwareness (1-8)
Please repeat the column labels halfway down so they don't dissapear from the screen when you scroll down the list
F19_ElectricMotorcycleEx Please use the scale below to rate how much you would expect each of the brands below to make and sell an
. electric motorcycle.
1- I would 5- I would
not expect expect this
this brand brand to
to make an make an
COLS: DEFAULT ORDER. electric electric
ROWS: RANDOMIZE LIST. motorcycle 2 3 4 motorcycle
Show if respondent selected code [1] at
1. Harley-Davidson 1 2 3 4 5
2. BMW 1 2 3 4 5
3. Ducati 1 2 3 4 5
4. Honda 1 2 3 4 5
5. Indian 1 2 3 4 5
6. KTM 1 2 3 4 5
Show if respondent selected code [12]
7. Yamaha 1 2 3 4 5
at S10_AidedBrandAwareness.
8. Zero 1 2 3 4 5
9. Tesla 1 2 3 4 5
10. Ford 1 2 3 4 5
11. GM 1 2 3 4 5
12. Google 1 2 3 4 5
13. Apple 1 2 3 4 5
14. Volkswagen 1 2 3 4 5
15. Audi 1 2 3 4 5
16. Uber 1 2 3 4 5
17. Energica 1 2 3 4 5
18. Damon 1 2 3 4 5
19. Sondors 1 2 3 4 5
20. Tarform 1 2 3 4 5

[Intro_USFlexElectric]
- Show to all.
DT_Intro_USFlexElectric. In case you were not already aware, Harley-Davidson now makes an electric motorcycle called LiveWire.
[AnnouncementAwarenes]
- Show to all.
F20_AnnouncementAwarenes. Prior to taking this survey, did you know Harley-Davidson makes an electric motorcycle?
DEFAULT ORDER.
1. Yes
2. No
3. Unsure
[HDElectricPerception]
- Show to all.
F22_HDElectricPerception. How much do you agree or disagree with each of the following statements about Harley-Davidson making an
electric motorcycle?
Neither
COLS: DEFAULT ORDER. Strongly Somewhat agree or Somewhat Strongly
ROWS: RANDOMIZE LIST. disagree disagree disagree agree agree
2. It means they have lost
1 2 3 4 5
touch with who they are
3. It means they’re staying
1 2 3 4 5
innovative
5. It makes me more likely
to think they’re a brand for 1 2 3 4 5
someone like me
6. It makes Harley-
Davidson a more desirable 1 2 3 4 5
motorcycle brand
Subsection End - EV (Electric Section)
Subsection Start - Flex Module
[Intro_Demos_Flex]
- Show to all.
DT_Intro_Demos_Flex. Next, we want to learn more about what motivates you as a person.

[PersonaStatements]
- Show to all.
- Programmer Comment: No need to lock stubs in groups in code! Stubs should randomize completely regardless of group or show
group headers
E1_PersonaStatements. How well do the following statements describe you?
1 – Does 5–
not Describes
COLS: DEFAULT ORDER. describe me
ROWS: RANDOMIZE LIST. me at all 2 3 4 perfectly
1. I strive to be unique
1 2 3 4 5
rather than conventional
2. I always look to create
1 2 3 4 5
my own path through life
3. I love new products and
experiences that draw
1 2 3 4 5
heavily from and improve
upon the classics
4. I’m always an early
adopter of new technology,
1 2 3 4 5
products, experiences and
brands
5. I seek experiences,
knowledge, and experts to 1 2 3 4 5
build my life skills
6. I share my love for
adventure with my family 1 2 3 4 5
and friends
7. If I don’t know what to
do, I have the desire and 1 2 3 4 5
drive to figure it out
8. I’m always up for a new
adventure (even if there's 1 2 3 4 5
some risk involved)
9. I make time for
everything that’s important 1 2 3 4 5
to me and my family
10. Having fun is a top
priority in my life as well as 1 2 3 4 5
those close to me
11. I’m loyal to brands and
products that have worked 1 2 3 4 5
for me in the past
12. I value excitement &
having stimulating 1 2 3 4 5
experiences
13. I enjoy keeping
traditions and passing 1 2 3 4 5
them on to others
14. I prioritize learning by
doing, seeing and 1 2 3 4 5
experiencing
15. Hard work is a way of
1 2 3 4 5
life
16. I'm proud of my life
accomplishments but have 1 2 3 4 5
more to achieve
17. It is important for me
to keep traditions alive and 1 2 3 4 5
pass them on to others
18. I don't think anything
can take the place of real-
1 2 3 4 5
world
experience/connection
19. The things I buy
represent my success and 1 2 3 4 5
hard work
20. I consider myself a
craftsman, artisan, or 1 2 3 4 5
creative person

[PersonaSelfIdentific]
- Show to all.
E2_PersonaSelfIdentific. Which of the paragraphs below BEST describes you?
RANDOMIZE LIST.
1. I don't follow trends, I set them. Authenticity is important
to me, so I resist convention and stand out from the
crowd. I have a forward-looking mindset and constantly
seek new things that reinvent the “classics”. I crave new
experiences, products, and technology and am more
interested in what’s to come rather than what’s currently
happening.
2. I strive to gain knowledge and experience, and I take
risks by trying new things and exploring new
opportunities. I enjoy bringing my friends and family along
for the various adventures I have. Uncertainty excites me,
as I have the drive to master what I do not know.
3. Life is busy with lots of competing priorities, but it is still
important to have fun and be in the moment.
Relationships with my family and friends are everything to
me. I take pride in my ability to ‘do it all’ for myself and for
those I care about. With my busy schedule, I like to have
a plan, so I lean on what I know and what’s worked for
me in the past.
4. I succeed through hard work and practice. I solve
problems through past experiences and have a “hands-
on” mindset. While proud of my accomplishments, I am
always thinking about the next thing to conquer. I value
keeping traditions and passing them on to others, but also
find myself taking control to ensure all tasks are done the
right way. I stay true to myself and my beliefs, so I value
keeping traditions alive and passing them on to others,
but also find myself taking control to ensure all tasks are
done the right way.
5. None of these paragraphs describe me well ANCHOR. EXCLUSIVE.
Subsection End - Flex Module
Subsection Start - Flex Q4'20

Programmer Comment: Q2 2021 Update: SUPPRESS SECTION
[Info_MD]
- Show always.
DT_Info_MD. For this next section, please imagine you’re in the market to buy a new motorcycle. We’re going to ask you to select things
that are MOST and LEAST likely to make you think Harley-Davidson is a desirable brand.
On each screen, you will be shown 34 statements to evaluate. After you submit your answers there will be a brief follow-up,
then a new set of attributes will appear and the process will repeat numerous times.
- Programmer: Insert MaxDiff Exercise here. Design doc attached to this

ticket: https://lrwjira.atlassian.net/browse/P201394-1
NOTE: No standard follow up needed. We show X2 question instead
[RTB_Ranking]
- Show always.
- Programmer Comment: Stubs are MaxDiff Statements. Show only those which were selected as 'Most likely' in MaxDiff
X2_RTB_Ranking. Below is the list of benefits that you just chose as most likely to make you think Harley-Davidson is a desirable
motorcycle brand. Which would you be most willing to pay more for?
Please select up to five.
Subsection End - Flex Q4'20

DEMOGRAPHICS
Subsection Start - Demos
[Intro_Demos]
- Show to all.
DT_Intro_Demos. You’re nearly done! We just have a few last questions for classification purposes only.
[DV_hTypingTool_Spectrum]
- Hidden Question. Applies if respondent selected code [1] at DV_hSample.
- Programmer Comment: SE: please set data-type to `double`
DV_hTypingTool_Spectrum. hTypingTool_SpectrumOfEngagement
Enter numeric responses.
COLS: DEFAULT ORDER.

ROWS: DEFAULT ORDER. Score
1. seg1_Discouraged [1]
2. seg2_Indifferent [1]
3.
[1]
seg3_MaybeABikeNotHD
4. seg4_Curious [1]
5. seg5_Intenders [1]
MIN: 0. MAX:
99999.
INTEGER
NUMERIC
RESPONSE
S.
[DV_First5Segments_Spect]
DV_First5Segments_Spect. First5Segments_SpectrumOfEngagement
DEFAULT ORDER.
1. seg1_Discouraged
2. seg2_Indifferent
3. seg3_MaybeABikeNotHD
4. seg4_Curious
5. seg5_Intenders

[DV_SpectrumOfEngagement]
DV_SpectrumOfEngagement. SpectrumOfEngagement
DEFAULT ORDER.
1. Intenders, Purchase <4 years Autocode if respondent selected any codes [2-3]
at S8_MotorcycleOwnership AND respondent
selected code [1] at S10_AidedBrandAwareness
AND respondent selected code [5] at
DV_First5Segments_Spect AND respondent
2. Intenders, Purchase 4+ Autocode if respondent selected any codes [2-3]
selected any codes [4-6, 99] at
3. Curious Autocode if respondent selected any codes [2-3]
DV_First5Segments_Spect.
4. Maybe Bike, Not H-D Autocode if respondent selected any codes [2-3]
5. Indifferent Autocode if respondent selected any codes [2-3]
6. Discouraged Autocode if respondent selected any codes [2-3]
7. H-D Owners Autocode if respondent selected code [1] at
S8_MotorcycleOwnership AND respondent
S11_BrandOwnership AND respondent selected
any codes [1-4] at HD1_HDBrandAdvocacy.
8. H-D Evangelists Autocode if respondent selected code [1] at
S11_BrandOwnership AND respondent selected
code [5] at HD1_HDBrandAdvocacy.
9. Competitive Owners, H-D Uninterested Autocode if, respondent selected code [1] at
AND respondent did NOT select code [1] at
S11_BrandOwnership AND for any row [1] at
B2_BrandOwnershipInt, the respondent selected
any codes [1-3].
10. Competitive Owners, H-D Interested <4 years Autocode if respondent selected code [1] at
codes [1-3] at S19_MotorcyclePurchase.

11. Competitive Owners, H-D Interested 4+ years Autocode if (respondent selected code [1] at
codes [4-6, 99] at S19_MotorcyclePurchase) OR
(respondent selected code [1] at
codes [1-3] at S18_PurchaseInterest).
12. Category Uninterested Autocode if respondent did NOT select code [1] at
S10_AidedBrandAwareness AND respondent
selected any codes [1-3] at S17_CategoryInterest.
13. Category Interested Autocode if respondent did NOT select code [1] at
S10_AidedBrandAwareness AND respondent
selected any codes [4-5] at S17_CategoryInterest.
[DV_SuperIntenders]
- Programmer Comment: SUPPRESS starting Q4'21
DV_SuperIntenders. SuperIntenders
DEFAULT ORDER.
1. Super Intenders (without ownership criteria) Autocode if, respondent selected code [5] at
S19_MotorcyclePurchase AND for any row [1] at
code [5].
2. Super Intenders (Non-Owners) Autocode if respondent selected code [5] at
S19_MotorcyclePurchase AND for any row [1] at
code [5] AND respondent selected any codes [2-3]
at S8_MotorcycleOwnership.
[IncomeUSA]
D6a_IncomeUSA. Which of the following best describes your HOUSEHOLD’S total estimated ANNUAL income, before taxes?
DEFAULT ORDER.
1. Under $30,000
2. $30,000 - $39,999
3. $40,000 - $49,999
4. $50,000 - $59,999
5. $60,000 - $69,999
6. $70,000 - $79,999
7. $80,000 - $89,999
8. $90,000 - $99,999
9. $100,000 - $109,999
10. $110,000-$119,999
11. $120,000-$129,999
12. $130,000-$139,999
13. $140,000-$149,999
14. $150,000 - $159,999
15. $160,000-$169,999
16. $170,000-$179,999
17. $180,000-$189,999
18. $190,000-$199,999
19. $200,000 or more

[IncomeAUS]
- Programmer Comment: Q2 2021 Update: SUPPRESS
D6b_IncomeAUS. Which of the following best describes your HOUSEHOLD’S total estimated ANNUAL income, before taxes?
DEFAULT ORDER.
1. Under $30,000
2. $30,000 - $39,999
3. $40,000 - $49,999
4. $50,000 - $59,999
5. $60,000 - $69,999
6. $70,000 - $79,999
7. $80,000 - $89,999
8. $90,000 - $99,999
9. $100,000 - $109,999
10. $110,000-$119,999
11. $120,000-$129,999
12. $130,000-$139,999
13. $140,000-$149,999
14. $150,000 - $159,999
15. $160,000-$169,999
16. $170,000-$179,999
17. $180,000-$189,999
18. $190,000-$199,999
19. $200,000 or more
[IncomeIND]
D6c_IncomeIND Which of the following best describes your HOUSEHOLD’S total estimated ANNUAL income, before taxes?
.
DEFAULT ORDER.
1. Less than 7 lakhs
2. 7 lakhs to 11 lakhs
8. 67 lakhs or more
[IncomeGER]
D6d_IncomeGER. Which of the following best describes your HOUSEHOLD’S total estimated ANNUAL income, before taxes?
DEFAULT ORDER.
1. Under €5,000
2. €5,000 - €9,999
3. €10,000 - €19,999
4. €20,000 - €29,999
5. €30,000 - €39,999
6. €40,000 - €49,999
7. €50,000 - €59,999
8. €60,000 - €69,999
9. €70,000 - €79,999
10. €80,000 - €89,999
11. €90,000 - €99,999
12. €100,000 - €149,999
13. €150,000 or more

[IncomeAUSTRIA]
D6f_IncomeAUSTRIA. Which of the following best describes your HOUSEHOLD’S total estimated ANNUAL income, before taxes?
DEFAULT ORDER.
1. Under €20,000
2. €20,000 - €39,999
3. €40,000 - €59,999
4. €60,000 - €79,999
5. €80,000 - €99,999
6. €100,000 - €149,999
7. €150,000 - €299,999
8. €300,000 - €499,999
9. €500,000 or more
[IncomeSWIS]
D6g_IncomeSWIS. Which of the following best describes your HOUSEHOLD’S total estimated ANNUAL income, before taxes?
DEFAULT ORDER.
1. Under CHF 10,000
2. CHF10,000 - CHF24,999
3. CHF25,000 - CHF34,999
4. CHF35,000 - CHF49,999
5. CHF50,000 - CHF74,999
6. CHF75,000 - CHF99,999
7. CHF100,000 - CHF124,999
8. CHF125,000 - CHF149,999
9. CHF150,000 - CHF174,999
10. CHF175,000 - CHF199,999
11. CHF200,000 - CHF224,999
12. CHF225,000 - CHF249,999
13. CHF250,000 or more
[IncomeCHI]
D6H_IncomeCHI. Which of the following best describes your HOUSEHOLD’s total estimated ANNUAL income, before taxes?
DEFAULT ORDER.
1. Under RMB 50,000
2. RMB 50,000 – RMB 74,999
3. RMB 75,000 – RMB 99,999
4. RMB 100,000 – RMB 149,999
5. RMB 150,000 – RMB 199,999
6. RMB 200,000 – RMB 299,999
7. RMB 300,000 – RMB 399,999
8. RMB 400,000 – RMB 499,999
9. RMB 500,000 – RMB 749,999
10. RMB 750,000 – RMB 999,999
11. RMB 1,000,000 – RMB 1,499,999
12. RMB 1,500,000 – RMB 1,999,999
13. RMB 2,000,000 or more

[IncomeCAN]
D6I_IncomeCAN. Which of the following best describes your HOUSEHOLD’S total estimated ANNUAL income, before taxes?
DEFAULT ORDER.
1. Under C$ 30,000
3. C$ 30,000 - C$ 39,999
4. C$ 40,000 - C$ 49,999
5. C$ 50,000 - C$ 59,999
6. C$ 60,000 - C$ 69,999
7. C$ 70,000 - C$ 79,999
8. C$ 80,000 - C$ 89,999
9. C$ 90,000 - C$ 99,999
10. C$ 100,000 - C$ 109,999
11. C$ 110,000 - C$ 119,999
12. C$ 120,000 - C$ 129,999
13. C$ 130,000 - C$ 139,999
14. C$ 140,000 - C$ 149,999
15. C$ 150,000 - C$ 159,999
16. C$ 160,000 - C$ 169,999
17. C$ 170,000 - C$ 179,999
18. C$ 180,000 - C$ 189,999
19. C$ 190,000 - C$ 199,999
20. C$ 200,000 or more
[IncomeJAP]
D6e_IncomeJAP. Which of the following best describes your HOUSEHOLD’S total estimated ANNUAL income, before taxes?
DEFAULT ORDER.
1. Under ¥ 1,000,000
2. ¥1,000,000 - ¥1,999,999
3. ¥2,000,000 - ¥2,999,999
4. ¥3,000,000 - ¥3,999,999
5. ¥4,000,000 - ¥4,999,999
6. ¥5,000,000 - ¥7,499,999
7. ¥7,500,000 - ¥9,999,999
8. ¥10,000,000 - ¥12,499,999
9. ¥12,500,000 - ¥14,999,999
10. ¥15,000,000 - ¥17,499,999
11. ¥17,500,000 - ¥19,999,999
12. ¥20,000,000 - ¥29,999,999
13. ¥30,000,000 or more
[MaritalStatus]
- Show to all.
D7_MaritalStatus Which of the following best describes your marital status?
.
DEFAULT ORDER.
1. Single
2. Married
3. Divorced/separated
4. Widowed
5. Living with someone/in a committed relationship

[Employment]
- Show to all.
D8_Employment. What is your employment status?
DEFAULT ORDER.
1. Full-time employed
2. Part-time employed
3. Self-employed
4. Homemaker
5. Student
6. Unemployed
7. Unable to work
8. Retired
[EducationUSA]
- Programmer Comment: Q4 2021 Update: SHOW
D9a_EducationUSA. What is the highest level of education you have completed?
DEFAULT ORDER.
1. Grade school
2. Some high school
3. Graduated from high school
4. Technical or vocational school
5. Some college
6. Graduated from college
7. Graduate or post-graduate work
[EducationAUS]
D9b_EducationAUS. What is the highest level of education you have completed?
DEFAULT ORDER.
1. Primary school
2. Some secondary school
3. Graduated from secondary school
4. Technical or vocational school
5. Some university
6. Graduated from university
7. Graduate or post-graduate work
[EducationIND]
D9c_EducationIND. What is the highest level of education you have completed?
DEFAULT ORDER.
1. Matriculation/X/secondary school
2. Some Intermediate/XII/higher secondary school
3. Intermediate/XII/higher secondary school
4. Diploma or Polytechnic
5. Some college education but no degree
6. Graduate degree (for example, B.A., B.Sc.)
7. Post-Graduate degree (for example, M.A., M.S., M.Eng.,
M.Ed., M.S.W, M.B.A)
8. Professional degree (for example: B.E., M.B.B.S., LL.B.)
9. Doctorate degree (for example, M.Phil., Ph.D.)
10. Certificate Programme

[EducationGER]
D9d_EducationGER. What is the highest level of education you have completed?
DEFAULT ORDER.
1. Hauptschulabschluss
2. Realschulabschluss
3. Abitur/Fachabitur
4. Berufsausbildung
5. Abgeschlossenes Studium (FH/Uni)
6. Weiterführendes Studium/ MBA /Promotion
7. Professional qualification
8. Other
9. None
[EducationJAP]
D9e_EducationJAP. What is the highest level of education you have completed?
DEFAULT ORDER.
1. 中学卒業未満
2. 中学卒業
3. 高校卒業/短大または専門学校中退
4. 短大/大学卒業
5. 大学院卒業、またはそれ以上
6. 専門的な資格保有
7. その他
8. どれにも当てはまらない
[Children_v2]
- Show to all.
D13_Children_v2. Which of the following describes you?
DEFAULT ORDER.
1. I don’t have children ANCHOR. EXCLUSIVE.
2. I have children under the age of 18 that live with me
3. I have children 18 years of age or older that live with me
4. I have children who no longer live with me
[LivingArea]
- Show to all.
D11_LivingArea. Which of the following best describes the area in which you live?
DEFAULT ORDER.
1. Downtown/city-center of a large city/metropolitan area
2. Suburbs of a large city/metropolitan area
3. Medium sized city/metropolitan area
4. Small city/metropolitan area
5. Rural area
[MilitaryStatus]
D12_MilitaryStatus. Which of the following best describes you?
DEFAULT ORDER.
1. I am actively serving in the U.S. Armed Forces
2. I am a Veteran of the U.S. Armed Forces
3. None of the above
Subsection Start - QC Checks

[DV_QC_StraightLine]
DV_QC_StraightLine. Check straightlined questions
DEFAULT ORDER.
1. New Product Interest
2. New Product Likelihood to Purchase
4. Brand Ownership Interest
5. Overall Brand Opinion
9. Polar Brand Perceptions PC: Check "for all brands"
10. Brand Imagery PC: Check "for all brands"
11. Corporate Reputation
12. Owner Commitment/Retention
13. Electric Motorcycle Expectation
14. Electric Motorcycle Perceptions
[DV_QC_SelectedAllRespon]
- Programmer Comment: Take care if none stubs in the filter - it should not be punched
DV_QC_SelectedAllRespon. Check questions where all responses are selected
DEFAULT ORDER.
1. Motorcycle Type Owned PC: including [Other]
2. Brand Ownership PC: (if a given respondent is aware of every brand
& claims to own each brand)
[QC_Placeholder]
- Show to all.
QC1_QC_Placeholder. WA does not allow to define QC checks at DV's - created this item to hold flags. Don't create this in the survey.
Subsection End - QC Checks
[OutroScreen]
- Show to all.
DT_OutroScreen. Thank you for agreeing to participate in this survey. We truly appreciate your feedback!
Subsection End - Demos

QC FLAGS
Terminate if respondent has accumulated at least 3 points.
Flag Type Apply To Rule Points

Timer Screener 0 Minutes 1
Timer Main + Screener 0 Minutes 1
Logical Question - respondent selected code 3
S22_CategoryMotivators [IDontHave] at
S22_CategoryMotivators.
Timer Question - S21_JoyEquity 6 Seconds 1
Programmer Comment Question - Please add QC flag (3 pts) if 3
S10_AidedBrandAwareness Owner/Lapsed Owner
(hOwnership=1 or 3) and Not
aware of any brands
(AidedBrandAwareness=99)
Timer Question - 14 Seconds 1
B7_PolarBrandPerception
Programmer Comment Question - Straightline on any iteration of B7 1
B7_PolarBrandPerception (Not in QCFlags. Logic in QC
Checks Subsection)
Programmer Comment Section - Demographics if no responses in the hidden 1
variable
DV_SpectrumOfEngagement
Programmer Comment Question - Remove respondents who select 1
DV_QC_SelectedAllRespon all responses (Logic in QC Flags
section)
Programmer Comment Question - DV_QC_StraightLine Remove respondents who 1
straightline >75% of below
questions (Logic in QC Flags
section)

Questionnaire Outline: H-D MIT Q4 2021 Tracking Update 211627 December 07, 2021

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Questionnaire Outline: H-D MIT Q4 2021 Tracking Update 211627 December 07, 2021

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LRW Study Name: H-D MIT Q4 2021 Tracking Update

LRW Job Number: 211627

Hold CTRL and click on a question to jump there

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 1

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 2

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 3

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 4

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 5

- Programmer: Set up interview language here.g.

MIN: 0. MAX: 100. INTEGER NUMERIC RESPONSES.

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 6

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 7

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 8

Subsection Start - CATEGORY BEHAVIOR & INTEREST

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 9

- Programmer: S6_NewProductInterest and S7_NewProductLikelihood items were hereand were removed in Q1'20 - you

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 10

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 11

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 12

Cols 1-5,12,11: DEFAULT ORDER. Header: <-- Please select -->.

COLS: DEFAULT ORDER. Less than

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 13

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 14

Cols 1-5,12,11: DEFAULT ORDER. Header: <-- Please select -->.

COLS: DEFAULT ORDER. Less than

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 15

Subsection End - CATEGORY BEHAVIOR & INTEREST

Subsection Start - MOTORCYCLE INTEREST AND ATTITUDES

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 16

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 17

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 18

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 19

LRW # 211627 © 2021 LRW. All rights reserved. CONFIDENTIAL. 20

Subsection End - MOTORCYCLE INTEREST AND ATTITUDES

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Rows 1-17,21-25,27: RANDOMIZE WITHIN.

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Eligibility variable: DV_BrandsEligible

Subsection Start - Brand Health - Priority Brands

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Loop Start - BrandHealthPolar

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Please vertically align row text in the middle of each cell

Please note custom respondent instructions.

Loop End - BrandHealthPolar

Loop Start - BrandImagery

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Loop End - BrandImagery

Loop Start - BrandPersonalityLoop

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Loop End - BrandPersonalityLoop

Subsection End - Brand Health - Priority Brands

Subsection End - Brand Health

Subsection Start - Harley Davidson Specific Brand Perception

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DV_INS_HDBarrier_FeelSt. Text insert for HDBarriers

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COLS: RANDOMIZE LIST. Pan Street

Subsection End - Harley Davidson Specific Brand Perception

Subsection Start - EV (Electric Section)

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