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survey title:
Mall Based Sporting Good Retailers
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Total Started Survey: 580
Total Completed Survey: 436 (75.2%)
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Page: Please tell us about yourself.
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1. How many times in the last year have you visitied a mall-based sporting goods
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retailer such as Champs Sports, Dick's Sporting Goods, Finish Line, Foot Locker, or Sports Authority?
Response
Response
Percent
Count
0
8.6%
50
1-3
36.0%
209
4-6
22.1%
128
7-9
10.9%
63
10+
22.4%
130
answered question
580
skipped question
0
2. Are you currently between the age of 14 and 24?
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Response
Response
Percent
Count
Yes
98.1%
569
No
1.9%
11
answered question
580
skipped question
0
3. You are currently attending:
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Response
Response
Percent
Count
High school
71.6%
405
College/University
28.4%
161
Show replies Other (please specify)
14
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answered question
566
skipped question
14
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Page: Presentation
1. In your opinion, which sporting goods store gives you the best overall shopping
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experience?
Response
Response
Percent
Count
Champs Sports
3.3%
16
Dick's Sporting Goods
67.2%
324
Finish Line
3.5%
17
Foot Locker
8.9%
43
Sports Authority
17.0%
82
answered question
482
skipped question
98
2. Window displays are the biggest persuasion tool to get me into a store.
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Response
Response
Percent
Count
Strongly agree
7.1%
34
Agree
45.0%
217
Disagree
42.3%
204
Strongly Disagree
5.6%
27
answered question
482
skipped question
98
3. In-store footwear table displays are an effective way to make me want to return
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to the store.
Response
Percent
Response
Count
Strongly agree
9.1%
44
Agree
53.4%
257
Disagree
34.5%
166
Strongly disagree
2.9%
14
answered question
481
skipped question
99
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4. Which of the following displays will most likely draw you into to a sporting
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goods store?
Response
Response
Percent
Count
Window displays
13.8%
66
Apparel displays
36.1%
173
Footwear displays
18.8%
90
31.3%
150
answered question
479
skipped question
101
Sporting good equipment displays
(footballs, eye protection, etc.)
5. Which of the following adds the MOST VALUE to your shopping experience at
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mall-based sporting goods stores?
Response
Response
Percent
Count
Organized layout
30.3%
144
Wide breadth of products
40.0%
190
Good customer service
25.7%
122
Other
4.0%
19
Show replies Other (please specify)
25
answered question
475
skipped question
105
6. What colors draw your attention the most?
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Response
Response
Percent
Count
Bright colors (neon)
67.7%
323
Dark colors
13.6%
65
Black & White
9.9%
47
Other
8.8%
42
Show replies Other (please specify)
37
answered question
477
skipped question
103
7. Pictures or posters on the walls of stores influece me to buy products.
Strongly agree
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Response
Response
Percent
Count
9.3%
45
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Agree
45.8%
221
Disagree
41.0%
198
Strongly Disagree
3.9%
19
answered question
483
skipped question
97
8. What genre of music do you prefer to listen to while shopping?
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Response
Response
Percent
Count
Pop
38.4%
167
Rock
34.9%
152
Rap
17.0%
74
Country
9.7%
42
Show replies Other (please specify)
52
answered question
435
skipped question
145
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Page: People
1. Which mall-based sporting goods store has the BEST and the WORST customer
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service?
Champs
Sports
Dick's
Sporting
Goods
54.1%
(198)
Finish
Foot
Sports
Response
Line
Locker
Authority
Count
9.8% (36)
15.3% (56)
13.4% (49)
366
11.1% (42)
19.5% (74)
23.5% (89)
379
Outstanding
7.4% (27)
Above Average
17.7% (67)
Average
24.2% (90)
12.6% (47)
23.1% (86)
20.7% (77)
19.4% (72)
372
Below Average
24.2% (85)
9.4% (33)
24.2% (85)
25.6% (90)
16.5% (58)
351
Terrible
19.0% (62)
6.4% (21)
28.2% (92)
17.2% (56)
29.1% (95)
326
answered question
417
skipped question
163
28.2%
(107)
2. What sporting goods store has the BEST and the WORST return policy?
Champs
Sports
Dick's
Sporting
Goods
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Finish
Foot
Sports
Response
Line
Locker
Authority
Count
47.8%
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Outstanding
14.1% (48)
Above Average
14.9% (50)
Average
20.2% (68)
Below Average
Terrible
(163)
7.6% (26)
11.7% (40)
18.8% (64)
341
12.8% (43)
16.4% (55)
24.2% (81)
335
17.2% (58)
26.1% (88)
20.5% (69)
16.0% (54)
337
18.9% (60)
10.4% (33)
26.5% (84)
27.8% (88)
16.4% (52)
317
24.7% (77)
8.3% (26)
23.7% (74)
18.9% (59)
24.4% (76)
312
answered question
378
skipped question
202
31.6%
(106)
3. What makes you want to return to your favorite sporting goods store?
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Response
Response
Percent
Count
Low prices
72.9%
307
Helpful staff
35.9%
151
Location of the store
33.5%
141
Store organization
34.0%
143
Other
9.3%
39
Show replies Other (please specify)
40
answered question
421
skipped question
159
4. Rate the importance of the following employee traits.
Very
important
Friendly
Attractive
Helpful
Knowledge
Professionalism
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Important
70.4%
(298)
26.2%
(111)
21.2% (89)
23.4% (98)
75.2%
(313)
20.0% (83)
70.1%
25.1%
(293)
(105)
46.9%
40.3%
(194)
(167)
Little
No
Rating
Response
importance
importance
Average
Count
1.9% (8)
1.4% (6)
1.34
423
18.6% (78)
2.53
419
3.6% (15)
1.2% (5)
1.31
416
2.6% (11)
2.2% (9)
1.37
418
8.9% (37)
3.9% (16)
1.70
414
answered question
427
skipped question
153
36.8%
(154)
5. Rate the following stores on customer service
Outstanding
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Above
Average
Download
Average
Below
Average
Terrible
Download
Rating
Response
Average
Count
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Champs Sports
14.6% (58)
Dick's Sporting Goods
36.5% (146)
Finish Line
13.8% (54)
Foot Locker
18.1% (72)
Sports Authority
17.3% (69)
32.0%
42.1%
6.8%
4.5%
(127)
(167)
(27)
(18)
37.0%
21.5%
3.0%
2.0%
(148)
(86)
(12)
(8)
26.9%
45.8%
8.7%
4.9%
(105)
(179)
(34)
(19)
28.7%
36.5%
11.6%
5.0%
(114)
(145)
(46)
(20)
33.6%
31.6%
9.3%
8.3%
(134)
(126)
(37)
(33)
2.55
397
1.97
400
2.64
391
2.57
397
2.58
399
answered question
408
skipped question
172
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Page: Product
1. What brand do you look for most often when shopping at sporting goods
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stores?
Response
Response
Percent
Count
Nike
66.7%
272
Puma
24.8%
101
Under Armor
36.3%
148
Adidas
31.1%
127
Asics
14.7%
60
New Balance
8.3%
34
Converse
15.4%
63
Other
8.6%
35
Show replies Other (please specify)
36
answered question
408
skipped question
172
2. Which of the following as the widest assortment of products and brands?
Champs
Sports
Products
Brands
Dick's
Sporting
Goods
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Finish
Foot
Sports
Rating
Response
Line
Locker
Authority
Average
Count
7.6%
73.2%
2.9%
3.4%
12.9%
(29)
(278)
(11)
(13)
(49)
6.6%
52.5%
8.2%
15.3%
17.5%
(24)
(192)
(30)
(56)
(64)
2.41
380
2.85
366
answered question
385
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skipped question
3. What types of products do you look for in a mall-based sporting goods store?
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195
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Please Check all that apply.
Response
Percent
Response
Count
Running shoes
69.3%
285
Cleats
30.4%
125
Jerseys
23.8%
98
T-shirts
51.8%
213
Shorts
63.0%
259
Sweatshirts
54.0%
222
Sporting Equipment
59.4%
244
Other
8.0%
33
Show replies Other (please specify)
25
answered question
411
skipped question
169
4. How important are the following criteria when shopping for products in a mall-
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based sporting good store?
Very
important
Assortment of products
Quality of merchandise
Comfort of clothing
Style of products
Important
51.1%
41.2%
(207)
(167)
77.2%
(312)
21.3% (86)
59.0%
34.3%
(239)
(139)
48.3%
(195)
41.3%
(167)
5. What mall-based store is your go-to for sporting equipment?
Little
No
Rating
Response
importance
importance
Average
Count
5.9% (24)
1.7% (7)
1.58
405
1.0% (4)
0.5% (2)
1.25
404
5.9% (24)
0.7% (3)
1.48
405
6.2% (25)
4.2% (17)
1.66
404
answered question
408
skipped question
172
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Response
Response
Percent
Count
Champs Sports
2.5%
10
Dick's Sporting Goods
66.5%
270
Finish Line
2.7%
11
Foot Locker
6.7%
27
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Sports Authority
16.7%
68
Other
4.9%
20
Show replies Explain Why
165
answered question
406
skipped question
174
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Page: Price
1. What is your favorite athletic shoe store?
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Response
Response
Percent
Count
Champs Sports
2.3%
9
Dick's Sporting Goods
26.4%
101
Finish Line
18.8%
72
Foot Locker
40.5%
155
Sports Authority
12.0%
46
Show replies Explain Why
164
answered question
383
skipped question
197
2. How often do you shop at your favorite athletic shoe store?
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Response
Response
Percent
Count
Everyday
1.8%
7
1-2 times a WEEK
2.8%
11
1-2 times a MONTH
37.1%
147
1-2 times a YEAR
58.3%
231
answered question
396
skipped question
184
3. How much money are you willing to spend on a pair of athletic shoes?
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Response
Percent
Response
Count
$0-30
6.0%
24
$31-60
35.3%
141
$61-90
39.0%
156
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$91+
4. Which sporting goods retailer has the best clearance items?
19.8%
79
answered question
400
skipped question
180
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Response
Response
Percent
Count
Champs Sports
5.9%
22
Dick's Sporting Goods
40.9%
152
Finish Line
10.5%
39
Foot Locker
16.7%
62
Sports Authority
26.1%
97
answered question
372
skipped question
208
5. In your opinion, which store has the highest and lowest prices on merchandise?
Champs
Sports
Highest Prices
Best Prices
Lowest Prices
Dick's
Sporting
Goods
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Finish
Foot
Sports
Rating
Response
Line
Locker
Authority
Average
Count
9.8% (34)
2.49
348
2.79
349
3.44
343
answered question
366
skipped question
214
32.8%
24.4%
13.2%
19.8%
(114)
(85)
(46)
(69)
8.6%
49.3%
12.9%
12.6%
16.6%
(30)
(172)
(45)
(44)
(58)
15.5%
13.1%
17.5%
20.1%
33.8%
(53)
(45)
(60)
(69)
(116)
6. At which sporting goods store do you think you will get the highest quality
products in the $50 range?
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Response
Response
Percent
Count
Champs Sports
6.5%
25
Dick's Sporting Goods
52.9%
202
Finish Line
8.9%
34
Foot Locker
12.6%
48
Sports Authority
19.1%
73
answered question
382
skipped question
198
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Page: Promotion
1. What mall-based sporting goods store WEBSITE do you visit first?
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Response
Percent
Response
Count
Champs Sports
6.2%
22
Dick's Sporting Goods
56.7%
202
Finish Line
10.1%
36
Foot Locker
15.7%
56
Sports Authority
11.2%
40
answered question
356
skipped question
224
2. For which sporting goods store do you see the most advertisements?
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Response
Response
Percent
Count
Champs Sports
4.6%
17
Dick's Sporting Goods
57.7%
211
Finish Line
4.6%
17
Foot Locker
26.0%
95
Sports Authority
7.1%
26
Show replies Other (please specify)
12
answered question
366
skipped question
214
3. Which of the following features do you value the most about your favorite
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sporting goods store?
Response
Response
Percent
Count
Variety of selections/brands
52.8%
197
Exclusivity of selections/brands
9.9%
37
Price point
19.0%
71
Store layout
9.7%
36
Customer Service
8.6%
32
Show replies Other (please specify)
7
answered question
373
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skipped question
4. How do you normally find out about new products?
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207
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Response
Response
Percent
Count
TV
43.2%
161
Magazines and newspapers
41.8%
156
Internet
33.2%
124
Other people
40.8%
152
Other
6.7%
25
Show replies Other (please specify)
23
answered question
373
skipped question
207
5. What best describes your needs when you go into a mall-based sporting goods
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store?
Anti-Spam Policy
Response
Response
Percent
Count
Personal fitness
20.1%
75
Team sports
36.9%
138
Individual sports
15.8%
59
Casual wear
24.1%
90
Other
3.2%
12
Show replies Other (please specify)
10
answered question
374
skipped question
206
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