It appears that many wrestled with the questions on experience vs. adventure, both at the time of taking the survey, and now, with presentation of the results. I did not find these questions particularly difficult and simply answered them quickly based on my own definitions and beliefs. The variation in peoples definitions and beliefs may make analyzing these questions somewhat difficult, but it will also be part of the fun.
Yup. But you need to think about it this way. We're looking at the type of research that underlies DEVELOPMENT of marketing communications. This is how this sort of thing is done.
Consider this: Companies like Nike and Coke and McDonalds all do something just like this to come up with their campaigns. They test different words against each other. They looked at different meanings, etc. And I'm sure many of the people who participated in that research were confused. But they were confused by themselves for about two minutes and went on with their lives. They didn't have the opportunity to discuss and debate the survey or the results with all the other people who tool the survey, they didn't get to ask the guy who designed the survey what he meant, and they never saw the survey results.
What people did see was the campaign that rolled out.
And when the campaign rolled out no one said "I'm confused... What do they mean by 'just' here? Are they saying I should "only do this one activity and then quit?' Do they mean that I should only 'do it' but not think about it before or after? And what do they mean by 'it' anyway? I'm so confused!!!
No. The people who saw the campaign simply went out and laid down some of their hard-earned money for sneakers... served with a side-order of self esteem. (Though, in truth they bought self-esteem with a side order of sneakers... but I've said too much already.)