50 réponses à ce sujet

[Minion Of Sekhmet]

My name is Jacqueline Burgess and I am Bachelor of Business (Honours) student at the University of the Sunshine Coast, Australia. I am researching the Mass Effect 3 Ending Controversy (Ethics Approval Number: S/14/657) in what is to my knowledge the first academic study of the game series and I need your help.

 

I have devised a questionnaire to find out about your behaviour and opinions regarding the Mass Effect 3 ending which will take no more than 15 minutes to complete. It does not matter if you liked, disliked or were indifferent to the ending; either way your responses are very valuable.

 

The survey can be found here: https://www.surveymonkey.com/s/R8SDLQB and will be open for all of September 2014.

This is a chance for you to give your opinions about the ending and contribute to research that aims to one day have a practical effect on the strategy and practices of entertainment companies.

 

I would be very grateful if you would pass the link on to anyone you think would like to participate.

 

Necessary Ethics Stuff:

There is further information about the questionnaire, including issues of confidentiality and ethical approval of this research, on the first page of the survey when you follow the link. The information is provided just before the beginning of the questionnaire. Your participation is entirely voluntary and you may quit the survey at any time. If you have any concerns or want further information the Student Researcher's contact information can be found there too.

 

Researchers Involved in this Project:

Student Researcher

Name:       Jacqueline Burgess

Position:    Bachelor of Business (Honours) student, School of Business, University of the Sunshine Coast

Email:        jab030@student.usc.edu.au

Principal Researcher

Name:       Dr Wendy Spinks

Position:    Lecturer in Marketing, School of Business, University of the Sunshine Coast

Email:        WSpinks@usc.edu.au

 

Your interest and participation in this research project are greatly appreciated by the research tea and the University of the Sunshine Coast.

[angol fear]

May I ask you what the research project is about. I mean It's about people reaction but what are you trying to find out/ understand?

[Minion Of Sekhmet]

Thanks for your interest. I am trying to measure the scale of the dislike of the ending and how the ending has affected Mass Effect consumers feelings and behaviour to the Mass Effect brand. For example usage of forums, intentions to purchase the next Mass Effect game.

[Devil's Avocado]

Lovely survey, had much fun doing it.

[Minion Of Sekhmet]

Thank you so much for your participation.

[Excella Gionne]

This is going to be a bit broad. Many people dislike it for many reasons, and many like it for many reasons as well. It's hard to find those who actually "like" it. 

[Minion Of Sekhmet]

The focus of the research is more about the feelings and behaviour before and after the ME3 ending rather than reasons as to why someone disliked or liked the ending (there have been so many blogs, forums and comments devoted to this). There are some questions based around that but not many.

[von uber]

Done - you also might want to put it in the Scuttlebutt section.

[FOX216BC]

Help with research into the Mass Effect 3 ending?

 

[themikefest]

Done.

[TheLittleBird]

Oh this is nice! Completed filling in the survey, actually had a lot of fun doing it. Though I must say that I wasn't so sure about my answers to the questions pertaining to my involvement in the Mass Effect community before and after the Extended Cut, as I only started playing through the whole trilogy and got involved in the ME community a mere few months ago.

[Gladerunner]

Fellow Australian did your study.

 

Off topic, couldn't help but notice your first name is the same as... a certain biotic ingame.

[Iakus]

Done.  

[q5tyhj]

There's a problem with your survey form- I haven't played or purchased the original Mass Effect, but the survey won't let me leave the fields for "how many times did you complete", "how did you purchase", and "how many single player DLCs did you purchase" blank, as 0 or N/A is not an option. The only way to complete these fields for players who have not purchased or played one or more titles in the trilogy appears to be by entering false answers. Given that, I'm going to refrain from completing the survey as entering false information would obviously not be productive. 

 

(also, I'll just point out, although you're likely well aware of it, that the inherent bias here will be that players whose attitude towards the ending is negative are probably more likely to respond/complete the survey than those who are neutral, and probably even than those whose attitude is positive)

[JasonShepard]

Done. I suspect I'll be the odd one out that has mostly positive responses - but hey, what else is new around here...

[Minion Of Sekhmet]

Thanks for everyone help so far! Really appreciate it (especially my fellow Aussie  ), keep the responses coming!

 

And especially thanks to q5thj for pointing out that oversight. I have played all three and didn't think about that. Though in my defence I had two friends go through this first as beta testers and they didn't mention that either.   An option for '0' has been added to number of times played and an option for 'Did not purchase' has been added to purchase method. There was already a '0' option for amount of dlc.

[von uber]

I suggest you add an option 'I bought this a signifcant time after the final release' (as I did) otherwise a few of the questions are pointless, so maybe a not applicable option on the opinion scale rankings.

[Minion Of Sekhmet]

Thanks for the suggestion. Unfortunately that would be a massive change to the questions and SurveyMonkey will delete all the responses so far. In research surveys adding that option can mean a lot of people just sit on the fence. 

 

I did consider adding a 'bought significantly after' option but decided that the more simple 'bought new at or after launch' covered enough.

[Cknarf]

11. (Optional) What about Mass Effect do you/did you like or love the most?

MAKO.

[Farangbaa]

This is for real?

 

I mean, oh my god. The entire survey screams 'the Mass Effect 3 ending destroyed my life'

 

Before the ending I was a happy person, but after the ending...

[angol fear]

There's only one problem with this research : it is done on internet, so it doesn't reflect reality. I mean there are people who really loved the original ending but who don't spend their time on internet because they don't care about forums. Sure they are not "fans" but a game isn't made to create "fans" (which sounds more like "fanatics" than anything else). Moreover, the few ones who loved the original ending and tried to defend the game are now exhausted (talking to a brick during months, it's exhausting) and most of them don't come anymore. You will mostly have a specific aspect of the fanbase answering, I think.

[TheOneTrueBioticGod]

There's only one problem with this research : it is done on internet, so it doesn't reflect reality. I mean there are people who really loved the original ending but who don't spend their time on internet because they don't care about forums. Sure they are not "fans" but a game isn't made to create "fans" (which sounds more like "fanatics" than anything else). Moreover, the few ones who loved the original ending and tried to defend the game are now exhausted (talking to a brick during months, it's exhausting) and most of them don't come anymore. You will mostly have a specific aspect of the fanbase answering, I think.

Well, no, actually, that wouldn't matter.

The point of the study is not to determine what proportions of the fanbase either disliked or liked the fanbase; it's to determine what effect the dislike of the ending had on players' thoughts on the brand as a whole. 

Which is a rather creative marketing study. 

[angol fear]

Well, no, actually, that wouldn't matter.

The point of the study is not to determine what proportions of the fanbase either disliked or liked the fanbase; it's to determine what effect the dislike of the ending had on players' thoughts on the brand as a whole. 

Which is a rather creative marketing study. 

But people who don't come on the forum don't buy Mass Effect stuffs? It's actually not true. But sure these people didn't buy as much as "fans" did and some who left maybe buy more than the "fanbase" do. Their opinion on the brand as a whole isn't less important I think.

[TheOneTrueBioticGod]

But people who don't come on the forum don't buy Mass Effect stuffs? It's actually not true. But sure these people didn't buy as much as "fans" did and some who left maybe buy more than the "fanbase" do. Their opinion on the brand as a whole isn't less important I think.

It isn't about buying habits on merchandise.  

On a broader sense, it's about how something so negative, like the ending, affects the way consumers consider a certain brand when considering what to spend their money on, particularly on non-essential entertainment items. 

And it's just not feasible to do it any other way. Take ten random people on the street and there's a very solid chance none of them have played ME.  

[Minion Of Sekhmet]

TheOneTrueBioticGod (awesome user name by the way) has really nailed the point of the study. To go into more detail I am using the brand resonance theory (according to the theory when a brand resonates with a consumer it is the most intense type of relationship) put forward by the Keller in numerous papers. The questions are designed to measure each factor and see how these changed before and after the ending of Mass Effect 3. One of these factors is active engagement which encompasses consumer behaviour beyond the consumption of a product eg posting on forums, reading/writing fanfiction, buying tie-in products like books and action figures and so on. Therefore to measure this factor one must go to places where active engagement could occur. I am also advertising this survey in other places.