I tried to fill out your survey, but I found some of the questions confusing. The survey really needs to be worded better if you want to get accurate information. At first, I filled out the Prius/Insight brand-added factors in terms of how important they were to me. Unfortunately, then I discovered (since this was what was asked on the next page), that I was supposed to rate how I felt about the Toyota and Honda brands.
I guess I'll give filling out your survey another shot, but I really feel it is in need of improvement. Right now the survey's quality and coherency is greatly lacking.
Here are my particular concerns with the survey:
1) Under the "Value Added" sections, the terms "Not Important", "Somewhat Important", "Very Important", don't seem to correlate with the question at all. Since we are judging our perception of each brands' quality the labels should be "Poor", "Fair" and "Good".
2) The attributes relating to our perceptions of the Prius and the Insight are not all listed in the proper context. The attributes should all be listed as adjectives, but some currently are listed as nouns. For example, you have "Comfort" listed, when the correct term would be "Comfortable" since it is describing one of the vehicle's attributes. Right now, essentially what you're saying is "The vehicle is comfort." It just doesn't work. The same problem exists with "Roominess". The next issue applies to this section as well.
3) One word descriptions aren't very professional and leave room for confusion. Instead of "Comfortable" (or "comfort" as listed currently), you should change it to read "The vehicle is comfortable." Alternatively, you can change it to read "Rate your view of the vehicle's comfort level", but in that case you need to change the answers from "Dis/Somewhat/Strongly Agree" to "Poor", "Fair", "Good" (actually that is what I personally would recommend doing).
4) The term "Environment Friendly" should be changed to "Environmentally Friendly". "High mileage" should be changed to "High Gas Mileage", at least unless you want to know how many people have racked up 100,000 miles on their vehicles.
5) I question your choice to ask peoples' perceptions of cars they don't even own. At the very least you need to include a "No Opinion" choice. Personally, I have no clue about Toyota's customer service (or their other attributes such as maintenance), and I have a hard time just arbitrarily rating it.
6) Maybe there's no easy solution to this, but stuff like "customer service" varies widely from dealership to dealership. It even varies depending on who you are dealing with. So, I'm not sure how much validity this factor will have overall.
7) Body Shop Accessibility is not based on brand. This is an issue relating directly to the cars themselves. For example, because the Insight is made out of aluminum it is no doubt harder to get it serviced at a body shop. However, that has no bearing on the entire Honda brand, since I'm sure a Honda Civic would be repaired at almost any body shop.
8 ) What if you own both a Toyota Prius and a Honda Insight? No selection was provided for both.
9) What if you own a Honda Civic Hybrid? I understand you were not aware it was available, but it is (and has been for the past model year). You really need to add it to the survey.
In conclusion, it seems like you are off to a good start, but you need to think out your questions and answers more clearly. The survey needs to be revised so everything is written in the correct context and so it's easier for people to understand. If people have to wrestle through the survey in its current form, the data you are going end up with will be highly flawed and effectively useless.
To be honest, I have a hard time saying even my answers to your survey are worth anything, because I was forced to rate a bunch of stuff about which I had no knowledge whatsoever.
