I suddenly find myself overcome with the feeling that I am about to throw myself face-first into an inflatable pool swarming with hungry piranhas but eh, it has been a good run, might as well do it. WOOO!
More than anything, the image/screenshot included in the OP seems to be of a survey intended to, in general, broadly gauge the immediate, overall association a person would have when presented with the description of a certain scenario. It does not seem to be meant to provide specific information or identify how likely the customer in question would be to purchase a particular product; rather, it seems to be geared towards something more along the lines of "here is this Mass Effect thing and it has this scenario. What is the first thing that immediately pops into your head and, taking that into consideration, how much do you agree with the following statements?" In other words, think of it more as something along the lines of questions a therapist might ask you, like "Tell me the first thing you think of when you think of the color blue".
From what I can tell you, practices like these may possibly be used in order to ascertain what kind of overall "image" or "reputation" a product has across the sample of people queried (where this sample could, for instance, be comprised of representatives of the targeted customer group) - what associations it generally invokes. In that respect, this is, in essence, not entirely unlike the question of "What does N7 mean to you?" that was alleged to have come up during those super-secret surveys/meetings at some gaming conferences. The purpose of this particular survey could generally be to use the information about the overall perception of a product to determine how best to market said product. These surveys could give the marketing/advertising department a better idea about the possible answers to certain important questions, such as, e.g., how many people view Mass Effect as more of a shooter? How many as more of a space exploration game? How strong are these views? And, if we market it in a certain way, will that be surprising or potentially alienating to our targeted base (as the product could be perceived as having strayed too far from the general understanding of the brand by the customer), or will it effectively trigger those reactions we want triggered (because it touches the lizard brain of the customer in all the right places and all the right ways)?
Tl;dr - It is a marketing/advertising/communication thing. I would not worry about it.