I don't think it was general at all - it was targeted at seeing whether or not people recognize Trek branding. The questions started somewhat general, but all the Trek questions at the end weren't a big surprise to me - usually surveys like this are made for some specific brand. Some are more transparent than others, but usually you can figure out who is interested in the results.... I would guess the project was to imagine that you were working for a local business. The student's may have even been assigned one - in the real world in that field I would think that you aren't always going to be interested or knowledgeable in the businesses that you end up working for. The one question I felt was a bit off was the how active are you... working out 5-6 days a week was only "moderately active"....