The Brand Keys Sports Loyalty Engagement Index® helps professional sports teams increase their broadcast, ticket and merchandise revenues by providing the precise loyalty rankings of fans in the home (and national) market.
The Sports Loyalty Engagement Index gives an apples-to-apples comparison of the intensity with which fans support the home team vs. the corresponding values for the fans of the other teams in the market.
They did not list the survey questions. If the specific language used in the questionnaire is accidentally or deliberately communicated in a biased or persuasive manner, then it is logical to conclude that the answers received would be influenced by the persuasive language used in the survey question. Without seeing the questions, one cannot make a reasonable assumption as to the quality of the answers received.