IBM Institute for Business Value
2011 Retail Industry Study; FINAL United Kingdom Version, Ver_2
Questionnaire Last Modified: Friday, 23 September 2011, 4:48 PM EDT;
Sample description:
Total of 1,800 completes in the UK, with quota of 150 among children ages 13 to 17.
Respondents must:
 Be UK resident age 13 to 99 (with COPPA language to recruit ages 13 to 17)
 Be primary shopper in at least 1 of the 8 product categories
Target gender preferred mix to fall naturally but not to exceed cap of 70 % female
Overall incidence expected to be 70%
We are interested in your opinions. If you qualify and complete this survey, you will receive ZoomPoints and an email from
ZoomRewards confirming your point award with instructions on how to access your ZoomPoints account.
This important survey aims to understand how you shop. The questions asked do not reflect the opinion of any of the
companies included in the survey. This questionnaire provides insight into providing consumer guidelines for better
serving you in the future.
Please answer each question on your screen prior to proceeding to the next screen. If you experience any difficulty while
taking this survey, please contact us at Survey Support.
Let's get started! Just click on the "CONTINUE" button to begin.
Screener Section
S01 Adult Gender
Are you:
 Male
 Female
S02 Adult age
Please enter your age in years.
Insert Spinner Box. Validate 10 - 125
Respondent will screen out if under 13 OR over 99
Set scripted Age Quota Variable:
13 - 19 (Quota = N=600)
20 - 24 (Quota = N=600)
S04 State
In which county or region do you live?
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

Antrim
Armagh
Avon
Bedfordshire
Berkshire
Borders
Buckingham
shire
 Cambridgesh
ire
 Cheshire
 Cleveland
 Clwyd
 Cornwall
 County
Antrim
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 County
Armagh
 County
Down
 County
Fermanagh
 County
Londonderry
 County
Tyrone
 Cumbria
 Derbyshire
 Derry/
Londonderry
 Devon
 Dorset
 Down
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 Dumfries and
Galloway
 Durham
 Dyfed
 East Sussex
 Essex
 Fermanagh
 Fife
 Gloucestersh
ire
 Grampian
 Greater
London
 Greater
Manchester
 Gwent
 Gwynedd
County
 Hampshire
 Herefordshir
e
 Hertfordshire
 Highlands
and Islands
 Humberside
 Isle of Wight
 Kent
 Lancashire
 Leicestershir
e
 Lincolnshire
 Lothian
 Merseyside
 Mid
Glamorgan
 Middlesex
 Norfolk
 North
Yorkshire
 Northampton
shire
 Northumberl
and
 Nottinghams
hire
 Oxfordshire
 Powys
 Shropshire
 Somerset
 South
Glamorgan
 South
Yorkshire
 Staffordshire
 Strathclyde
 Suffolk
 Surrey
 Tayside
 Tyne and
Wear
 Tyrone
 Warwickshire
 West
Glamorgan
 West
Midlands
 West Sussex
 West
Yorkshire
 Wiltshire
 Worcestershi
re
 Other
 Outside the
United
Kingdom
Screen out if S04 State = “Outside the United Kingdom”
D01 Ethnicity
Which of the following best describes your ethnicity?






White/Caucasian
Black/Black British
Asian or British Asian
Chinese
Other
Prefer not to answer
D02 Household income
What is your current annual household income? Please move the slider below to match your approximate annual
household income.
Please be assured that this information is strictly confidential and will only be used to allow us to group consumers for the
purposes of this study.
Programmer: show this as a slider with left limit being “Under £10,000” and the right limit being “£150,000 or more” and showing £20,000
increments in between. Capture the slider value to the nearest £1,000, and for the end points, capture £10,000 and £150,000. Include
“Prefer not to answer” response option.
D03 Income increase
How likely do you believe it is that your total annual household income will increase by 20% or more in the next 5 years?
Please use a 10-point scale, where “1” is “very unlikely,” 5 is “not sure” and “10” is “very likely.”
Very Unlikely
(1)

(2)
(3)
(4)



Not sure
(5)

(6)
(7)
(8)
(9)




KS01 KidinHH
Do you have children age 17 or under living in your household? (Select one)
 Yes
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Very Likely
(10)

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 No
Skip to S05 Product category if KS01 KidinHH = No
KS02 KidAgeRange
Please indicate the number children who are currently living in your household in each of the following age groups.
(Enter number for each age group)
Validate each 0 to 10
Under 6 years of age
6 to 8 years of age
9 to 10 years of age
11 to 12 years of age
13 or 14 years of age
15 to 17 years of age
Skip to S05 Product category if KS02 KidAgeRange 5 and 6 (ages 13-14 and 15-17) are both 0
Create Interim Kid Quota variable and set scripted quota:
Interim Kid Quota variable: [(S02 Age = 13, 14, 15, 16 or 17) OR (KS02 KidAgeRange/5,6 (13 or 14, 15 to 17)
>0)]
Set scripted quota: n=150
Skip to S05 Product category once Interim Kid Quota is full
[RM note: we need to create that variable here so that once we fill the 13 to 17 year old group we can keep the adult in
the survey as an adult. We will need to track/adjust the quota number to account for those who won’t allow their child to
take the survey.]
13-17 landing page
You indicated there is at least one child 13 to 17 years of age in your household. If there is more than one child in this
age group, please choose one at random who will be available to answer the following questions. Please click on the
"CONTINUE" button to proceed
KS03 Parental consent
PARENTAL CONSENT FORM: We would like your 13-17 year old child to participate in a survey. Please check below to
acknowledge that you are allowing your 13-17 year old child to participate in the following survey with parental
supervision. By answering the following question, you agree that any thoughts or ideas shared by you or your child will be
the sole property of the end user of this data.
 I will allow my child to participate in this survey with my supervision
 I will not allow my child to participate in this survey [Skip to S05 Product category]
Volunteer landing page
Thank you for volunteering. This survey will take approximately 15-20 minutes. You can leave the survey at any time and
you will be returned to the place you left off by clicking on the link in the e-mail you received for this survey. The rest of the
survey will be completed by your child and we ask that you assist him or her if necessary, but please do not answer for
him or her.
Get child landing page
Please have your 13-17 year old child continue with the survey by selecting the continue button below.
Child landing page
Hello! Thanks for helping us out. This survey aims to understand consumers’ opinion of trends impacting you today. It
also allows you to help develop the future shopping processes, store experiences, services and products offered by
retailers. Lastly, it is designed to understand what retailers can do to increase your loyalty.
First, here is a question to get you started.
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KS04 kid participate in
Which of these activities do you like to participate in? (Select all that apply)
Randomize all except “Other” and “None”
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Play video/computer games
Surf the Internet
Social networking (Facebook, MySpace, etc.)
Talk on the phone with friends
Go to movies
Read a book
Text/Instant message
Listen to music
Shop/go to the mall
Go to concerts
Play music
Watch TV/movies
Play sports
Other, please specify
None of the above [Exclusive]
Skip to KS06 Kid Age
[RM note: keeping KS05 school in place because it will be used in the US. Skip it for UK and other countries.]
KS05 school
What type of school do you currently attend? (Select one)




Middle/Junior High School
High School
College
None of the above
KS06 Kid Age
How old are you? (Select one)
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





Under 11 [Screen Out]
11 [Screen Out]
12 [Screen Out]
13
14
15
16
17
18 [Screen Out]
Over 18 [Screen Out]
KS07 Kid Gender
Are you male or female? (Select one)
 Male
 Female
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Set scripted quotas for:
Male child: KS07 Kid Gender = Male, n=75
Female child: KS07 Kid Gender = Female, n=75
S05 Product Category
For which of these types of products, if any, do you frequently shop? (Please select all that apply.)
Randomize except “None”









Men’s or Women’s apparel
Youth/Kids/Teen Apparel (includes teens/juniors, kids and baby)
Luxury Brand items (i.e. Coach, Armani, Louis Vuitton, Jimmy Choo)
Personal Care Products (includes cosmetics, fragrances, toiletries, make up)
Pharmaceuticals (includes over the counter drugs ONLY)
Groceries
Home Décor/Appliances/Improvement Products (include tools, lawn, paint, carpet, garden supplies, bed, bath,
décor, furniture, homes accessories)
Consumer Electronics (home and personal items that include TV, stereo, computers, camera, games consoles,
etc)
None of above (Exclusive) SCREEN OUT
Create multi-punch category eligible variables as follows:
 Men/Women apparel: S05 Product category = 1
 Youth/etc. apparel: S05 Product category = 2
 Luxury brands: S05 Product category = 3
 Personal care prod: S05 Product category =4
 Pharm: S05 Product category = 5
 Grocery: S05 Product category = 6
 Home décor/etc.: S05 Product category = 7
 Consumer Electr: S05 Product category = 8
Assign to category and set category quotas:
 If eligible for only one category, assign to that category and check quotas
 If eligible for more than one category:
o If eligible for Luxury brands, and Luxury brands has less than 100 completes, assign to Luxury brands
o If eligible for Luxury brands, and Luxury brands has 100 or more completes, assign low bucket among
categories with quotas not already full
o If not eligible for Luxury brands, assign low bucket among categories with quotas not already full
Create scripted quotas as follows:
 Men/Women apparel: n = 300
 Youth/etc. apparel: n = 300
 Luxury brands: n = 300
 Personal care prod: n = 300
 Pharm: n = 300
 Grocery: n = 500
 Home décor/etc.: n = 300
 Consumer Electr: n = 300
 Set overall quota, all categories: n = 1800
Screen out if all category quotas are full
Skip to Q06a if assigned to (Men’s or women’s apparel)
Skip to Q06b if assigned to (Youth/Kids/Teen Apparel)
Skip to Q06c if assigned to (Luxury Brand items)
Skip to Q06d if assigned to (Personal Care Products)
Skip to Q06e if assigned to (Pharmaceuticals)
Skip to Q06f if assigned to (Groceries)
Skip to Q06g if assigned to (Home Décor/Appliances/Improvement Products)
Skip to Q06h if assigned to (Consumer Electronics)
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S06a Retailer Section for Product Category, Section One
S06a Men’s or women’s apparel
In which of these stores do you shop most often for men’s or women’s apparel?
Do not randomize
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


























Abercrombie & Fitch
Additions
Arcadia
Argos
Asda
ASOS
Banana Republic
Bhs
Burton
Choice
Cos
Dorthy Perkins
Empire Stores
Evans
Gap
Great Universal
H&M
Harrods
John Lewis
Kay’s
La Sensa
Laura Ashley
Liberty
Littlewoods
Marks & Spencer
Marshall Ward
Miss Selfridge
Next
Outfit
Primark
Sainsbury
Tesco
TK Maxx
Topman
Topshop
Very
Wallis
Woolworths
Zara
Other, please specify: ______________
Create MenWomen Apparel Retail Group Variables as follows:
 Debenhans: S06a = 3,8,9,12,14, 27,29, 34, 35, 37 (Arcadia, Bhs, Burton, Dorthy Perkins, Evans, Miss Selfridge,
Outfit, Topman, Topshop, Wallis)
 Gap: S06a = 7,15 (Banana Republic, Gap)
 H&M: S06a = 11,17 (Cos, H&M)
 Home Retail Group: S06a = 4 (Argos)
 Limited: S06a=21 (La Sensa)
 Shop Direct: S06a = 2,10,13,16,20, 24,26,36,38 (Additions, Choice, Empire Stores, Great Universal, Kay's,
Littlewoods, Very, Marshall Ward, Woolworths)
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Skip to Retailer Quota Landing Page 1
S06b Youth, Kids, Teen Apparel
In which of these stores do you shop most often for youth, kids and teen apparel (includes teens/juniors, kids and
baby)?
Do not randomize
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





















Additions
Arcadia
Abercrombie & Fitch
Asda
Banana Republic
BHS
Burton
Cos
Debenhams
Dorthy Perkins
Evans
Gap
H&M
John Lewis
La Sensa
Marks & Spencer
Miss Selfridge
Outfit
TK Maxx
Topman
Topshop
Wallis
Zara
Other, please specify: ______________
Create Youth/kid Apparel Retail Groups Variables as follows:
 Debenhams: S06b = 2,6,7,10,11,17,18,20-22(Arcadia, BHS, Burton, Dorthy Perkins, Evans, Miss Selfridge, Outfit,
Topman, Topshop, Wallis)
 Gap: S06b = 5,12 (Banana Republic, Gap)
 H&M: S06b = 8,13 (Cos, H&M)
 Limited: S06b = 15 (La Sensa)
Skip to Retailer Quota Landing Page 1
S06c Luxury Brand items
In which of these stores do you shop most often for luxury brand items (includes brands such as Coach, Armani, Louis
Vuitton, Jimmy Choo)?
Do not randomize
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





Armani
Bottega Veneta
Bulgari
Burberry
Chanel
Coach
Fendi
Gucci
Hermes
Louis Vuitton
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11 March 2016
Loropiana
Missoni
PRADA
Rolex
Tiffany & Co
Trussardi
Emergildo Zegna
Other, please specify: ______________
Skip to Retailer Quota Landing Page 1
S06d Personal Care Products
In which of these stores do you shop most often for personal care products (includes cosmetics, fragrances, toiletries,
make up)?
Do not randomize
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
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Asda
BHS
Boots
Co-Operative Pharmacy
Debenhams
Harvey Nichols
Harrods
House of Frazer
John Lewis
Lloyds Chemists
Numark
Rowlands
Savers
Selfridges
Sephora
Superdrug
Other, please specify: ______________
Create Personal Care Products Retail Groups Variables as follows:
 Walmart: S06d = 1 (Asda)
Skip to Retailer Quota Landing Page 1
S06e Pharmaceuticals
In which of these stores do you shop most often for pharmaceuticals (including over the counter drugs only)?
Do not randomize
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



Arcadia
Asda
Boots
Co-Operative Pharmacy
John Lewis
Lloyds Chemists
Rowlands
Savers
Superdrug
Other, please specify: ______________
Create Pharmaceutical Retail Groups Variables as follows:
 BHS: S06e = 1 (Arcadia)
 Walmart: S06e = 2 (Asda)
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Skip to Retailer Quota Landing Page 1
S06f Groceries
In which of these stores do you shop most often for groceries?
Do not randomize
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


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

Aldi
Alldays
Asda
B&M
Balfour
Boots
Budgen
The Cooperative
Costcutter
John Lewis
John Lewis Direct
Londis
Marks & Spencer
Morrisons
Netto
Ocado
Petrol Station Forecourts
Poundland
Poundstretcher
The Range
Safeway
Sainsbury
Somerfield
Spar
Tesco
Tesco Direct
Waitrose
Wilkinson
Other, please specify: ______________
Create Grocery Retail Groups Variables as follows:
 Co-Operative: S06f = 2,5,8,23,24 (The Cooperative, Somerfield, Alldays, Balfour, Spar)
 John Lewis Partnership: S06f = 10,11,16,27 (Waitrose, Ocado, John Lewis, John Lewis Direct)
 Musgrove: S06f = 7,12 (Budgen, Londis)
 Safeway (UK): S06f = 21 (Safway)
 Tesco: S06f = 25, 26 (Tesco, Tesco Direct)
 Walmart: S06f = 3 (Asda)
Skip to Retailer Quota Landing Page 1
S06g Home Décor, etc. products
In which of these stores do you shop most often for home décor, appliances and home improvement products
(including tools, lawn, paint, carpet, garden supplies, bed, bath, décor, furniture, homes accessories)?
Do not randomize




Argos
B&Q
Focus DIY
Homebase
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 The Range
 Other, please specify: ______________
Create Home Décor Retail Groups Variable as follows:
 Home Retail Group: S06g = 1,4 (Argos, Homebase)
Skip to Retailer Quota Landing Page 1
S06h Consumer Electronics Products
In which of these stores do you shop most often for consumer electronics products (home and personal items that
include TV, stereo, computers, camera, games consoles, etc.)?
Do not randomize
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

Amazon.com
Argos
Asda
Best Buy
Borders
ebay.com
Eda
GameStop
Harvey Norman
John Lewis
John Lewis Direct
Ocado
Tesco
Virgin Megastores
Waitrose
Woolworths
Other, please specify: ______________
Create Consumer Electronics Retail Groups Variable as follows:
 Home Retail Group: S06h = 2 (Argos)
 Walmart: S06h = 3 (Asda)
 John Lewis: S06h = 10,11,12,15 (Waitrose, Ocado, John Lewis, John Lewis Direct)
 Shop Direct: S06h = 16 (Woolworth)
Insert Retailer Quota Setting Landing Page 1
Create Speciality Retailer variable as follows:
Value equals “Speciality Retailer” if any of these stores are punched as primary retailer:
 S06a=1,3,7-9, 11, 12, 14-18, 20-22, 27, 29, 34, 35, 37,39 (Abercrombie & Fitch, Arcadia, Banana Republic, Bhs,
Burton, Cos, Dorthy Perkins, Evans, Gap, Great Universal, H&M, Harrods, Kay’s, La Senas, Laura Ashley, Miss
Selfridge, Outfit, Tomman, Topshop, Wallis or Zara)
 S06b=1-3, 5-8, 10-13, 15, 17, 18, 20-23 (Additions, Arcadia, Abercrombie & Fitch, Banana Republic, BHS,
Burton, Cos, Dorthy Perkins, Evans, Gap, H&M, La Sensa, Miss Selfridge, Outfit, Topman, Topshop, Wallis or
Zara)
Skip to Survey Intro
Programmer: Upon hitting this page in this version of the study, the skip above will take them to the Survey Intro page.
The programming instructions below will (most likely) be active in the US study, when we expect to have quotas for one or
more of the retailers. In the US, we will check the retailer selected in the category assigned against retailer quotas. If that
retailer has met its quotas, we will assign them to a second category (low bucket excluding the first category assigned),
and will skip them to the S07a to S07h series question that will identify their primary retailer in this second category
selected.
Create retailer quotas as follows:
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
Walmart total; any of these group variables = Walmart: S06d Personal Care Products, S06e Pharmaceutical, S06f
Grocery or S06h Consumer Electronics
 [Other retailers TBD]
Set Retailer Quotas:
 Walmart: n=600
 [Other retailer quotas TBD]
If Retailer Quota is met for retailer selected in category assigned:
 If eligible for only one category at multi-punch category eligible variable defined at S05 Product Category, screen
out
 If eligible for two or more categories, assign to Second category based on low bucket excluding the category
selected originally.
Skip to Q07a if Second Category assigned to (Men’s or women’s apparel)
Skip to Q07b if Second Category assigned to (Youth/Kids/Teen Apparel)
Skip to Q07c if Second Category assigned to (Luxury Brand items)
Skip to Q07d if Second Category assigned to (Personal Care Products)
Skip to Q07e if Second Category assigned to (Pharmaceuticals)
Skip to Q07f if Second Category assigned to (Groceries)
Skip to Q07g if Second Category assigned to (Home Décor/Appliances/Improvement Products)
Skip to Q07h if Second Category assigned to (Consumer Electronics)
Retailer Section for Product Category, Section Two
S07a Men’s or women’s apparel
In which of these stores do you shop most often for men’s or women’s apparel?
Do not randomize
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Abercrombie & Fitch
Additions
Arcadia
Argos
Asda
ASOS
Banana Republic
Bhs
Burton
Choice
Cos
Dorthy Perkins
Empire Stores
Evans
Gap
Great Universal
H&M
Harrods
John Lewis
Kay’s
La Sensa
Laura Ashley
Liberty
Littlewoods
Marks & Spencer
Marshall Ward
Miss Selfridge
Next
Outfit
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11 March 2016
Primark
Sainsbury
Tesco
TK Maxx
Topman
Topshop
Very
Wallis
Woolworths
Zara
Other, please specify: ______________
Create MenWomen Apparel Retail Group 2 Variables as follows:
 Debenhans: S07a = 3,8,9,12,14, 27,29, 34, 35, 37 (Arcadia, Bhs, Burton, Dorthy Perkins, Evans, Miss Selfridge,
Outfit, Topman, Topshop, Wallis)
 Gap: S07a = 7,15 (Banana Republic, Gap)
 H&M: S07a = 11,17 (Cos, H&M)
 Home Retail Group: S07a = 4 (Argos)
 Limited: S07a=21 (La Sensa)
 Shop Direct: S07a = 2,10,13,16,20, 24,26,36,38 (Additions, Choice, Empire Stores, Great Universal, Kay's,
Littlewoods, Very, Marshall Ward, Woolworths)
Skip to Retailer Quota Landing Page 2
S07b Youth, Kids, Teen Apparel
In which of these stores do you shop most often for youth, kids and teen apparel (includes teens/juniors, kids and
baby)?
Do not randomize
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





Additions
Arcadia
Abercrombie & Fitch
Asda
Banana Republic
BHS
Burton
Cos
Debenhams
Dorthy Perkins
Evans
Gap
H&M
John Lewis
La Sensa
Marks & Spencer
Miss Selfridge
Outfit
TK Maxx
Topman
Topshop
Wallis
Zara
Other, please specify: ______________
Create Youth/kid Apparel Retail Group 2 Variables as follows:
 Debenhams: S07b = 2,6,7,10,11,17,18,20-22(Arcadia, BHS, Burton, Dorthy Perkins, Evans, Miss Selfridge, Outfit,
Topman, Topshop, Wallis)
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11 March 2016
Gap: S07b = 5,12 (Banana Republic, Gap)
H&M: S07b = 8,13 (Cos, H&M)
Limited: S07b = 15 (La Sensa)
Skip to Retailer Quota Landing Page 2
S07c Luxury Brand items
In which of these stores do you shop most often for luxury brand items (includes brands such as Coach, Armani, Louis
Vuitton, Jimmy Choo)?
Do not randomize


















Armani
Bottega Veneta
Bulgari
Burberry
Chanel
Coach
Fendi
Gucci
Hermes
Louis Vuitton
Loropiana
Missoni
PRADA
Rolex
Tiffany & Co
Trussardi
Emergildo Zegna
Other, please specify: ______________
Skip to Retailer Quota Landing Page 2
S07d Personal Care Products
In which of these stores do you shop most often for personal care products (includes cosmetics, fragrances, toiletries,
make up)?
Do not randomize

















Asda
BHS
Boots
Co-Operative Pharmacy
Debenhams
Harvey Nichols
Harrods
House of Frazer
John Lewis
Lloyds Chemists
Numark
Rowlands
Savers
Selfridges
Sephora
Superdrug
Other, please specify: ______________
Create Personal Care Products Retail Group 2 Variables as follows:
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Walmart: S07d = 1 (Asda)
Skip to Retailer Quota Landing Page 2
S07e Pharmaceuticals
In which of these stores do you shop most often for pharmaceuticals (including over the counter drugs only)?
Do not randomize










Arcadia
Asda
Boots
Co-Operative Pharmacy
John Lewis
Lloyds Chemists
Rowlands
Savers
Superdrug
Other, please specify: ______________
Create Pharmaceutical Retail Group 2 Variables as follows:
 BHS: S07e = 1 (Arcadia)
 Walmart: S07e = 2 (Asda)
Skip to Retailer Quota Landing Page 2
S07f Groceries
In which of these stores do you shop most often for groceries?
Do not randomize



























Aldi
Alldays
Asda
B&M
Balfour
Boots
Budgen
The Cooperative
Costcutter
John Lewis
John Lewis Direct
Londis
Marks & Spencer
Morrisons
Netto
Ocado
Petrol Station Forecourts
Poundland
Poundstretcher
The Range
Safeway
Sainsbury
Somerfield
Spar
Tesco
Tesco Direct
Waitrose
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 Wilkinson
 Other, please specify: ______________
Create Grocery Retail Group 2 Variables as follows:
 Co-Operative: S07f = 2,5,8,23,24 (The Cooperative, Somerfield, Alldays, Balfour, Spar)
 John Lewis Partnership: S07f = 10,11,16,27 (Waitrose, Ocado, John Lewis, John Lewis Direct)
 Musgrove: S07f = 7,12 (Budgen, Londis)
 Safeway (UK): S07f = 21 (Safway)
 Tesco: S07f = 25, 26 (Tesco, Tesco Direct)
 Walmart: S07f = 3 (Asda)
Skip to Retailer Quota Landing Page 2
S07g Home Décor, etc. products
In which of these stores do you shop most often for home décor, appliances and home improvement products
(including tools, lawn, paint, carpet, garden supplies, bed, bath, décor, furniture, homes accessories)?
Do not randomize






Argos
B&Q
Focus DIY
Homebase
The Range
Other, please specify: ______________
Create Home Décor Retail Group 2 Variable as follows:
 Home Retail Group: S07g = 1,4 (Argos, Homebase)
Skip to Retailer Quota Landing Page 2
S07h Consumer Electronics Products
In which of these stores do you shop most often for consumer electronics products (home and personal items that
include TV, stereo, computers, camera, games consoles, etc.)?
Do not randomize

















Amazon.com
Argos
Asda
Best Buy
Borders
ebay.com
Eda
GameStop
Harvey Norman
John Lewis
John Lewis Direct
Ocado
Tesco
Virgin Megastores
Waitrose
Woolworths
Other, please specify: ______________
Create Consumer Electronics Retail Group 2 Variable as follows:
 Home Retail Group: S07h = 2 (Argos)
 Walmart: S07h = 3 (Asda)
 John Lewis: S07h = 10,11,12,15 (Waitrose, Ocado, John Lewis, John Lewis Direct)
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Shop Direct: S07h = 16 (Woolworth)
Insert Retailer Quota Landing Page2
Create Speciality Retailer variable as follows:
Value equals “Speciality Retailer” if any of these stores are punched as primary retailer:
 S76a=1,3,7-9, 11, 12, 14-18, 20-22, 27, 29, 34, 35, 37,39 (Abercrombie & Fitch, Arcadia, Banana Republic, Bhs,
Burton, Cos, Dorthy Perkins, Evans, Gap, Great Universal, H&M, Harrods, Kay’s, La Senas, Laura Ashley, Miss
Selfridge, Outfit, Tomman, Topshop, Wallis or Zara)
 S07b=1-3, 5-8, 10-13, 15, 17, 18, 20-23 (Additions, Arcadia, Abercrombie & Fitch, Banana Republic, BHS,
Burton, Cos, Dorthy Perkins, Evans, Gap, H&M, La Sensa, Miss Selfridge, Outfit, Topman, Topshop, Wallis or
Zara)
Create retailer quotas as follows:
 Walmart total; any of these group variables = Walmart: S07d Personal Care Products, S07e Pharmaceutical, S07f
Grocery or S07h Consumer Electronics
 [Other retailers TBD]
Set Retailer Quotas:
 Walmart: n=600
 [Other retailer quotas TBD]
If Retailer Quota is met for retailer selected in category assigned, SCREEN OUT
Create “Category Assigned” value for piping:
 If Second Category is blank, assign to category selected as S05 Product Category
 If Second Category has a value, assign to category selected in Landing Page 1
Create “primary retailer” value for piping:
 If Second Category is blank, assign to Primary Retailer selected in S06a to S06h series
 If Second Category has a value, assign to Primary Retailer selected in S07a to S07h series
Speciality retailer variable:
 If Second Category is blank, Speciality Retailer variable value is as selected in S06a to S06h series
 If Second Category has a value, Speciality Retailer variable value is as selected in S07a to S07h series
Skip to Survey Intro
Survey Intro
For the rest of this interview, we’d like you to think about your shopping for [PIPE Category Assigned] at [PIPE primary
retailer].
Trust & Loyalty
T01 Shop Length
How long have you shopped at [pipe primary retailer]?
Please enter the number of years you have shopped at [pipe primary retailer].
Programmer: Insert spinner with values Under 1, 1, 2, 3, 4, … 20, more than 20
T02 Retailer Visit Frequency
How often do you visit [pipe primary retailer name]?




Several times per week
Once a week
Twice a month
Once a month
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

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11 March 2016
Once every 2-3 months
2 times per year
Once per year
Rarely
T04 Retailer Last Visited
The last time you shopped for [pipe product category], did you shop with [pipe primary retailer]?
 Yes
 No
Skip to T05 Retailer Second Visited if T04 Retailer Last Visited = Yes
T04a Other retailer last visit
At which retailer did you shop at last?
Pipe primary retailer list for category selected, excluding the retailer selected as primary retailer
T05 Retailer Second Visited
The second to last time you shopped for [pipe product category], did you shop with [pipe primary retailer]?
 Yes
 No
Skip to T06 Retailer Third Visited if T05 Retailer Last Visited = Yes
T05a Other retailer second visit
At which retailer did you shop at second to last time?
Pipe primary retailer list for category selected, excluding the retailer selected as primary retailer
T06 Retailer Third Visited
The third to last time you shopped for [pipe product category], did you shop with [pipe primary retailer]?
 Yes
 No
Skip to SP01 Store Personnel if T06 Retailer Third Visited = Yes
T06a Other retailer third visit
At which retailer did you shop at third to last time?
Pipe primary retailer list for category selected, excluding the retailer selected as primary retailer
Section 1: Store Personnel
SP01 Store Personnel
This section will ask you questions about [pipe primary retailer] store personnel [staff, cashiers, customer service]. Please
indicate how much you agree with these statements using a scale from 1 to 7 where 1 is strongly disagree and 7 is
completely agree.
The [pipe primary retailer] staff …
Strongly
disagree
…is expert or competent
…is honest
1
1
Completely
agree
2
2
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3
4
4
5
5
6
6
7
7
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11 March 2016
1
1
1
1
1
… is friendly
…is available to provide advice and help if necessary
Can be trusted
Has my interest in mind
Keeps his/her promises
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
6
6
6
6
6
7
7
7
7
7
Section 2: Assortment
SP02 Assortment
We will ask you questions about the products at [pipe primary retailer]. Please indicate how much you agree with these
statements using a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
The [pipe primary retailer], in general …
Strongly
disagree
Products are high quality
… I find products that meet all of my needs
… for each type of product there is a wide variety of
selections
… products offer excellent value for money
… products are offered at very affordable prices
… compared to other (pipe category) retailers, I can
save time
Compared to other (pipe category) retailers, I can save
money
has the right number of product choices for me
Completely
agree
1
1
2
2
3
3
4
4
5
5
6
6
7
7
1
2
3
4
5
6
7
1
1
2
2
3
3
4
4
5
5
6
6
7
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
Section 3: Store Environment
SP03 Store Environment
We will ask you questions about the store environment at [pipe primary retailer]. Please indicate how much you agree
with these statements using a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
The [pipe primary retailer], in general …
Strongly
disagree
… the environment is very pleasant
… I feel comfortable
… it is easy to navigate
… the display of merchandise is excellent
… The shelf labels and/or product tags are very clear
The signage is very clear
1
1
1
1
1
1
Completely
agree
2
2
2
2
2
2
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3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
6
6
6
6
6
6
7
7
7
7
7
7
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11 March 2016
Section 4: Store Communications
SP04 Store Communications
Consider [pipe primary retailer] communications and signage in general. Please indicate how much you agree with these
statements using a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
[PIPE primary retailer] communications and signage, in general…
Strongly
disagree
1
1
1
1
1
are credible
are clear
are comprehensive
makes you want to shop
Frequency is to my liking
Completely
agree
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
6
6
6
6
6
7
7
7
7
7
Skip to Branded products intro if SP04 Store communications/5 (frequency…) = 3-7 (mildly disagree to agree)
AND Category assigned = Personal care products or Pharmaceuticals or Groceries or Home Décor/etc. or
Consumer Electronics
Skip to B03 Generic/House Label Quality if SP04 Store communications/5 (frequency…) = 3-7 (mildly disagree to
agree) and [(Category assigned = Luxury Brands) OR ((Category assigned = Men/Women Apparel or Youth/etc.
Apparel) AND (Speciality Retailer))]
SP05 Frequency of communications
Does [PIPE primary retailer] communicate with you…?
 Too frequently
 Not frequently enough
Skip to B03 Generic/House Label Quality if [(Category assigned = Luxury Brands) OR ((Category assigned =
Men/Women Apparel or Youth/etc. Apparel) AND (Speciality Retailer))]
Section 5: Branded Products
Branded products intro
There are two types of products sold by retailers, national brands and retailer’s brand products.
National brand products are manufactured and owned by separate companies, such as Coke. The retailer chooses which
national brand products to buy and have available to be sold to you in their stores.
Retailer’s brand products, otherwise known as [pipe primary retailer] brand products, are owned by the retailer itself and
exclusive brands for the store. When referring to this type of products, we will call them [pipe primary retailer] own brand
products.
In this section we will ask you some questions about your familiarity and impressions of first the [pipe primary retailer]
brand products and second about the national brand products the retailer sells.
B01 Private Label Awareness
Are you aware of [pipe primary retailer] branded products?
 Yes
 No
Skip to P03 Promotions if B01 Private Label Awareness = No
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B02 Private Label Awareness Level
How familiar are you with [pipe primary retailer] [pipe product category] brand products? Please indicate how familiar
you are with the [pipe primary retailer] branded products using a scale from 1 to 7 where 1 is Not Very Familiar and 7 is
Extremely Familiar.
Not Very
Familiar
1
Extremely
familiar
2
3
4
5
6
7
Skip to P03 Promotions if B02 Private Label Awareness Level = 1,2,3 (not very familiar…)
B03 Generic/House Label Quality
Consider [pipe primary retailer] branded products. Please indicate how much you agree with these statements using a
scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
Strongly
disagree
[pipe primary retailer] branded products, in general,
are of high quality
[pipe primary retailer] branded products, in general,
are of lower quality than national brand products
I doubt that [pipe primary retailer] brand products are
of high quality
[pipe primary retailer] brand products have similar
quality as national brand products
Completely
agree
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
B04 Generic/house brand Impressions
Always refer to [pipe primary retailer] brand products. Please indicate how much you agree with these statements using a
scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
Strongly
disagree
[pipe primary retailer] brand products, in general,
keep their promises
[pipe primary retailer] brand products, in general, are
reliable
I will continue to buy [pipe primary retailer] brand
[pipe product category] products
In the future, I will also buy [pipe primary retailer]
brand products that I do not buy today
I will recommend [pipe primary retailer] brand {pipe
product category} products to a friend
Completely
agree
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
Skip to P03 Promotions if Category = Luxury Brands or if ((Category = Category assigned = Men/Women Apparel
or Youth/etc. Apparel) AND (Speciality Retailer))
B05 National Brand products Quality
Consider national brand products, such as Coke. Please indicate how much you agree with these statements using a
scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
Strongly
disagree
National brand products, in general, are of high quality
National brand products, in general, are of lower quality
than retailer brand products
I doubt that national brand products are of high quality
National brand products have similar quality as retailer
Completely
agree
1
2
3
4
5
6
7
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
6
6
6
7
7
7
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brand products
B06 National brand Impressions
Always refer to national brand products, such as Coke. Please indicate how much you agree with these statements using
a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
Strongly
disagree
National brand products, in general, keep their promises
National brand products, in general, are reliable
I will continue to buy national brand [PIPE primary category]
products
In the future, I will also buy national brand [PIPE primary
category] products that I do not buy today
I will recommend [PIPE primary retailer] national brand products
to a friend ...........................................................................................
Completely
agree
1
1
2
2
3
3
4
4
5
5
6
6
7
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
Section 6: Store Promotions
P03 Promotions
Let’s talk about promotions. Please indicate how much you agree with these statements using a scale from 1 to 7 where
1 is strongly disagree and 7 is completely agree.
In general, store promotions (e.g. discounts, coupons, buy one/get one free) in [PIPE primary retailer], …
Strongly
disagree
1
1
1
1
1
1
…are good deals
…are clear
…are interesting
…make me want to shop
…frequency is to my liking
…are personalized for me
Completely
agree
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
6
6
6
6
6
6
7
7
7
7
7
7
Section 7: Retail Store
RS01 Retail Store
Think about [pipe primary retailer] store in general. Please indicate how much you agree with these statements using a
scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
Strongly
disagree
I am pleased with the overall service that [pipe
primary retailer] offers me
Shopping at [pipe primary retailer] is a very delightful
experience
I am completely satisfied with the shopping experience
at [pipe primary retailer]
Completely
agree
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
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RS02 Retail Store confidence
Think about [pipe primary retailer] store in general. Please indicate how much you agree with these statements using a
scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
Considering [pipe primary retailer] store in general,…
Strongly
disagree
1
1
1
1
1
I have confidence in [pipe primary retailer]
Customers can trust [pipe primary retailer]
[pipe primary retailer] keeps its promise
[pipe primary retailer] has my interests at heart
[pipe primary retailer] is reliable
Completely
agree
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
6
6
6
6
6
7
7
7
7
7
RS03 Retail Store Advocacy Components
Now think ahead, do you agree with these statements? Again use a scale from 1 to 7 where 1 is strongly disagree and 7
is completely agree.
Considering [pipe primary retailer] store in general,…
Strongly
disagree
Completely
agree
I will continue to shop in [pipe primary retailer]
In the future, I will also buy products from [pipe
primary retailer] that I do not buy today
1
2
3
4
5
6
7
1
2
3
4
5
6
7
I will recommend [pipe primary retailer] to a friend
1
2
3
4
5
6
7
RS04 Retail Store Advocacy Components
Consider [pipe primary retailer] will increase their prices, what maximum percentage that you will accept before
switching to a new retailer?
Use a slider between 0 to 100%; mark left end point with 0%, right end point with 100% and mark 10% increments on the bar.
Section 8: Shopping Influences
SB01 Retail or Store Brand Choice
Now consider when shopping for [pipe product category]. Please indicate how much you agree with these statements
using a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
When I shop for [PIPE product category], the first thing I consider is…
Strongly
disagree
…the retailer
…the generic branded product
…the national name brand (e.g. Coke)
…the brand variety of products that the retailer
provides
Completely
agree
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
6
6
6
7
7
7
1
2
3
4
5
6
7
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SH01 Transaction Level
Using a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree, please indicate how much you agree
with these statements.
I chose [PIPE primary retailer] to shop for [PIPE product category] because [PIPE primary retailer] …
Strongly
disagree
… has an everyday low price
…provides discounts specifically for the items I regularly buy
…has great sales
…has a great selection
…consistently has inventory available
…saves me time
….is closest to my house
…usually has the product available
…allows me to check out quickly
…allows me to shop in multiple ways (e.g in the store, online,
mobile technologies)
…has a loyalty program
…values my suggestions
I have the retailers credit card
…values my business and cares about me
…fits my image
…understands my lifestyle and passions (e.g. my life as a
hunter, cook, runner, athlete, reader)
…has the same values as me (e.g. environmentally friendly,
healthy, contributes to my causes, organic)
…provides a sense of belonging
…supports my causes or local community
Completely
agree
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
6
6
6
6
7
7
7
7
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
6
6
6
6
7
7
7
7
1
1
1
1
1
1
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
6
6
6
6
6
6
7
7
7
7
7
7
1
2
3
4
5
6
7
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
6
6
6
7
7
7
Section 8: Retail Spend (Financial Metrics)
F01 Retailer Segment Spend
Though you may not buy [pipe product category] every month, think about your spend over a course of a year. On
average, about how much do you spend a month for [PIPE Product category]?
Programmer: Validate value is 0 to 10,000
Average amount spent per month for [PIPE product category]: £_______
Skip to F03 Retailer spend if Category assigned = Luxury Brands, Men/Women Apparel or Youth/etc. Apparel
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F02 Spend on total category
There are two types of products sold by retailers, national brands and retailer’s brand products.
National brand products are manufactured and owned by separate companies, such as Coke. The retailer chooses which
national brand products to buy and have available to be sold to you in their stores.
Retailer’s brand products, otherwise known as [pipe primary retailer] brand products, are owned by the retailer itself and
exclusive brands for the store. When referring to this type of products, we will call them [pipe primary retailer] own brand
products.
In this section we will ask you some questions about your familiarity and impressions of first the [pipe primary retailer]
brand products and second about the national brand products the retailer sells.
If you spend, in an average month, [pipe F01 Retailer segment spend] in [pipe product category], about what portion
is spent on retailer brand [pipe product category]?











0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
F03 Retailer spend
If you spend [pipe primary retailer segment spend F01] in [pipe product category], how much of that [pipe primary
retailer segment spend F01] do you spend a month with [pipe primary retailer]?
Programmer: Validate value is 0 to F01 Retailer Segment Spend value
Average amount spent per month for [PIPE product category]: £_______
F04 Specific Retailer brand spend
If you spend [pipe F03 retailer spend] in [pipe product category] about what proportion do you spend for [pipe
primary retailer] brand [pipe product category]?











0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
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F05 Spend through channel
When shopping for [pipe product category], what percentage of your [pipe F01 Retailer Segment Spend] is spent on
each of these types of spending. Please allocate your total spend to 100%.
Programmer: validate total is 100%
In the store
Retailer Website
Through mobile technology (mobile phone or iPad)
Through retailer portal site (e.g. Amazon or eBay)
Through social networks
Time based deals (e.g. Groupon, Living social)
Total
F06 Time spent researching in channel
Think about the time you spend researching for [pipe product category] products, what percentage of your time is
spent researching in each option: Please allocate your total spend to 100%
Programmer: validate total is 100%
In the store
Retailer Website
Through mobile technology (mobile phone or iPad)
Through retailer portal site (e.g. Amazon or eBay)
Through social networks
Time based deals (e.g. Groupon, Living social)
Total
Section 9: Advocacy
Q02a Advocacy Attributes
Indicate how much you agree or disagree with the following statements. Please choose a response from 1 to 7, 1 being
strongly disagree, 4 being neutral, and 7 being strongly agree.
Randomize
I would recommend [PIPE primary
retailer] to my family and friends
If [PIPE primary retailer] began to
offer similar quality and value items
that I usually buy from another
retailer, I would be inclined to buy
these items now from [PIPE primary
retailer]
If another retailer opened in the area
and was an attractive alternative to
[PIPE primary retailer], I would
switch to the new retailer.
Strongly
Disagree
Strongly
Agree





















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Q03 Trust ranking
Please consider the list below and rank the groups on how much you trust them to provide honest feedback.
Rank the one you trust most with a “1”, the one you rank next most with a “2,” and continue until you have ranked all 6
items.
Please use each number 1 to 6 only once.
Programmer: randomize list. Include a pull-down box next to each item with numbers 1 to 6. Validate that each item is ranked and that
each number is used only once.






Talking with family / friends
Customer reviews on retailer website
Customer reviews on independent website or social network (e.g. Facebook)
Independent product experts online (e.g. contractors, chefs, designers, nutritional experts, stylists)
Retail employees (sales associates)
Product manufacturer: (including product package or label)
Q04 Trust Influence time to purchase
Please indicate how much you agree with statements using a scale from 1 to 7 where 1 means strongly disagree and 7
completely agree.
When purchasing [PIPE product category], my purchase decision is faster if I receive advise about where to buy from…
Strongly
disagree
Friends / family
Customer reviews on a retailer website
Customer reviews on an independent website or social
network
An independent expert, such as physician, stylist, chef,…
Retail Employees (Sales Associates)
Product Manufacturer
Completely
agree
1
1
2
2
3
3
4
4
5
5
6
6
7
7
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
6
6
6
6
7
7
7
7
Channel Elements
Section 11: Channel Differences
Instructions : The consumer only gets assigned to one channel to answer the questions. Feel TV, Social Videos, Time Based eals, and Electronic
games first) – quota is 200 with a minimum of 100
C01 Channels
Besides shopping at [pipe primary retailer] stores, which of the following would you be willing to use to shop and to make
purchases, assuming they are available? Select all that apply
Randomize and assign to one channel. Fill Retailer sites, tv, social networks, you tube, games first









Mobile technologies (mobile application or personal mobile device)
Website
Social network (e.g. Facebook)
Retailer sites to co-create products, such as design new products, services or offerings for you with a retailer
TV (e.g. use a remote control to purchase item you see in a TV program or a commercial)
Social videos (e.g. You Tube)
Time based deals (e.g Deals that you have to buy within a set time frame to receive the deal, such as Groupon,
Rue La La)
Electronic games (either via a computer, mobile technology or game console (PS3, Wii, Nintendo)
None of the above [exclusive]
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Create Channel assigned variable as follows:
 If only select “None of the above” in C01 Channels, assign to “No Channels” and skip to PM01 Source of
Awareness
 If only select one prompt selected in C01 Channels, assign to that channel. Use only the non-parenthetical part of
the prompt for the channel name (e.g., use “Social network” for the prompt “Social network (e.g. Facebook)”)
 If two or more prompts selected:
o If only one of prompts 4,5,6,8 (Retailer sites, TV, Social Videos or Electronic Games) selected, give them
priority in the selection until they reach 100 assignments
o If more than one of prompts 4,5,6,8 (Retailer sites, TV, Social Videos or Electronic Games) is selected
and has less than 100 assignments, assign low bucket
o If prompts 4,5,6,8 (Retailer sites, TV, Social Videos or Electronic Games) are not selected or if they are all
at100 or more assignments, assign low bucket
 THERE ARE NO SCREEN OUTS ON THIS QUESTION.
Skip to C02 Online shoppig (website) if Channel assigned = Website
Skip to C04 Mobile technologies if Channel assigned = Mobile technologies
Skip to C06 Social shopping if Channel assigned = Social network
Skip to C08 Co-create for you if Channel assigned = Retailer sites to co-create products
Skip to C10 TV if Channel assigned = TV
Skip to C12 Social video if Channel assigned = Social videos
Skip to C14 Gaming if Channel assigned = Electronic games
Skip to C16 Time based discounts if Channel assigned = Time based deals
C02 Online Shopping (website)
We understand that these capabilities may NOT be available but please indicate your agreement with the following
statements about [pipe primary retailer]. Use a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
[PIPE primary retailer] online shopping, in general,…
Strongly
disagree
Results in lower prices for me .................................................
Is convenient for me
Stimulates the development of new products and services
Helps me save time
Allows for comparative shopping
Is a fun way to shop
Is hassle free
Provides a wider selection
Allows me to give the retailer suggestions/opinions
1
1
1
1
1
1
1
1
1
Completely
agree
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
4
5
5
5
5
5
5
5
5
5
6
6
6
6
6
6
6
6
6
7
7
7
7
7
7
7
7
7
C04 mobile technologies
We understand that these capabilities may NOT be available but please indicate your agreement with the following
statements about [pipe primary retailer]. Use a scale from 1 to 7 where 1 is strongly disagree and 7 is completely
agree.
Assume that [pipe primary retailer] provided mobile shopping capabilities, what benefits would you expect?
Strongly
disagree
Results in lower prices for me .................................................
Is convenient for me
Saves me time at check out
Helps me save time
1
1
1
1
Completely
agree
2
2
2
2
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3
3
3
4
4
4
4
5
5
5
5
6
6
6
6
7
7
7
7
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11 March 2016
Allows for comparative shopping
Is a fun way to shop
Is hassle free
Provides a personalized selection of products for me based
on what I usually buy
Provides promotions for the items that I regularly buy
Provides promotions based on what I scan
Provides me an easy way to find help (sales associate)
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
6
6
6
7
7
7
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
6
6
6
6
7
7
7
7
Provides a way to locate products in the store
Skip to PM01 Source of awareness if Channel assigned = Website
C05 Mobile Shopping attitudes
Please indicate your feelings about mobile shopping with [pipe primary retailer] using a scale from 1 to 7.
Important to me .......................................................................
1
2
Security is of no concern to me
1
2
Very meaningful to me
1
2
Matters to me
1
2
Interesting
1
2
Exciting
1
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
6
6
6
6
6
6
7
7
7
7
7
7
Not important to me
Security is a concern to me
Means nothing to me
Does not matter
Not interesting
Boring
Skip to PM01 Source of awareness
C06 social shopping
We understand that these capabilities may NOT be available but please indicate your agreement with the following
statements about [pipe primary retailer]. Use a scale from 1 to 7 where 1 is strongly disagree and 7 is completely
agree.
Assume that [pipe primary retailer] provided social network shopping capabilities, what benefits would you expect?
Strongly
disagree
Results in lower prices for me .................................................
Is convenient for you
Helps me save time
Discuss topics that represent my lifestyle
Shows me what my friends are buying
Is a fun way to shop
Is an interactive way to shop
Provides a wider selection of products
Provides a personalized selection for me based on what I
usually buy
Provides promotions for items that I regularly buy
Completely
agree
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
4
4
4
4
4
4
4
4
5
5
5
5
5
5
5
5
6
6
6
6
6
6
6
6
7
7
7
7
7
7
7
7
1
1
2
2
3
3
4
4
5
5
6
6
7
7
Alows me to express my opinion openly
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C07 Social shopping attitudes
Please indicate your feelings about social network shopping with [pipe primary retailer] using a scale from 1 to 7.
Important to me
Of no concern to me
1
1
2
2
3
3
4
4
5
5
6
6
7
7
Not important to me
Of concern to me
Irrelevant
Relevant
Very meaningful to me
Means nothing to me
Matters to me
Does not matter
Interesting
Not interesting
Significant
Exciting
Insignificant
Boring
1
2
3
4
5
6
7
Skip to PM01 Source of awareness
C08 Co-create for you
We understand that these capabilities may NOT be available but please indicate your agreement with the following
statements about [pipe primary retailer]. Use a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
Assume that [pipe primary retailer] wanted to partner with you to co-create, i.e., develop new opportunities, products,
offerings and things of interest to you. What benefits would you expect?
Strongly
disagree
Results in lower prices for me .................................................
Could improve the product for me and others
Makes the products more unique
Is a fun way to shop
makes my life easier
Provides a wider selection of products
Allows me to show my friends what I co-created
1
1
1
1
1
1
1
Completely
agree
2
2
2
2
2
2
2
3
3
3
3
3
3
3
4
4
4
4
4
4
4
5
5
5
5
5
5
5
6
6
6
6
6
6
6
7
7
7
7
7
7
7
C09 co-create attitudes
Please indicate your feelings about co-creating (i.e. developing new opportunities, product, offerings and things of
interest to you) with [pipe primary retailer] using a scale from 1 to 7.
Important to me .......................................................................
1
2
3
Of no concern to me
1
2
3
4
4
5
5
Irrelevant
6
6
7
7
Not important to me
Of concern to me
Relevant
Very meaningful to me
Means nothing to me
Skip to PM01 Source of awareness
C10 TV
We understand that these capabilities may NOT be available but please indicate your agreement with the following
statements about [pipe primary retailer]. Use a scale from 1 to 7 where 1 is strongly disagree and 7 is completely
agree.
Assume that you could purchase items on your TV with a push of a button on a remote control, either while watching
a show or a commercial, what benefits would you expect?
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Strongly
disagree
Is convenient for me
Allows me to save the product I see on TV and research later
either online or in the store
Is a fun way to shop
Allows me access to new and unique products
Provides a wider selection of products
More product information provided in the commercials
Completely
agree
1
2
3
4
5
6
7
1
1
1
1
1
2
2
2
2
2
3
3
3
3
3
4
4
4
4
4
5
5
5
5
5
6
6
6
6
6
7
7
7
7
7
C11 TV attitudes
Please indicate your feelings about purchasing items on your TV with a push of a button on a remote control using a
scale from 1 to 7.
Important to me .......................................................................
1
2
3
4
5
6
7
Not important to me
Irrelevant
Relevant
Very meaningful to me
Means nothing to me
Interesting
Not interesting
Significant
Insignificant
Skip to PM01 Source of awareness
C12 Social Video
We understand that these capabilities may NOT be available but please indicate your agreement with the following
statements about [pipe primary retailer]. Use a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
Assume that you could purchase items based on a social video (e.g. You Tube), what benefits would you expect?
Strongly
disagree
Is convenient for me
Allows me to save the product I see on you tube video then
research it later either online or in the store
Is a fun way to shop
Allows me access to new and unique products
Provides a wider selection of products
Allows me to see what retailers carry the products in the
social video
Completely
agree
1
2
3
4
5
6
7
1
1
1
1
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
6
6
6
6
7
7
7
7
1
2
3
4
5
6
7
C13 Social Video attitudes
Please indicate your feelings about purchasing items based on a social video (e.g. You Tube) on your TV with a push of
a button on a remote control using a scale from 1 to 7.
Important to me
Of no concern to me
1
1
2
2
3
3
4
4
5
5
Irrelevant
6
6
7
7
Not important to me
Of concern to me
Relevant
Very meaningful to me
Means nothing to me
Interesting
Not interesting
Significant
Insignificant
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Skip to PM01 Source of awareness
C14 Gaming
We understand that these capabilities may NOT be available but please indicate your agreement with the following
statements about [pipe primary retailer]. Use a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
Assume that you could purchase items through video or online games, what benefits would you expect?
Strongly
disagree
Completely
agree
Is convenient for me
Is a fun way to shop
1
1
2
2
3
3
4
4
5
5
6
6
7
7
Is a social way to shop because I play multiplayer games
Allows me access to new and unique products
Allows me to use my favorite products virtually in my games
1
1
2
2
3
3
4
4
5
5
6
6
7
7
C15 Gaming attitudes
Please indicate your feelings about purchasing items through your video or online game using a scale from 1 to 7.
Important to me .......................................................................
1
2
3
Of no concern to me
1
2
3
4
4
5
5
6
6
7
7
Not important to me
Of concern to me
Irrelevant
Relevant
Very meaningful to me
Means nothing to me
Interesting
Not interesting
Significant
Insignificant
Skip to PM01 Source of awareness
C16 Time Based Discounts
We understand that these capabilities may NOT be available but please indicate your agreement with the following
statements about [pipe primary retailer]. Use a scale from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
Assume that you could purchase discounts through time based discounts (e.g. coupons that I buy in advance for a
premium discount but must be purchased within a given number of hours), what benefits would you expect?
Strongly
disagree
Is convenient for me
Is a fun way to shop
Allows me access to new and unique products
Allows me to buy deals for retailers I already shop
1
1
1
1
Completely
agree
2
2
2
2
3
3
3
3
4
4
4
4
5
5
5
5
6
6
6
6
7
7
7
7
Allows me to try new retailers
Allows me to try new experiences (e.g. a hot air balloon ride)
C17 Time Based Discounts Attitudes
Please indicate your feelings about purchasing discounts through time based discounts using a scale from 1 to 7.
Important to me .......................................................................
1
2
3
Of no concern to me
1
2
3
4
4
5
5
Irrelevant
6
6
7
7
Not important to me
Of concern to me
Relevant
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Very meaningful to me
Means nothing to me
Interesting
Not interesting
Significant
Insignificant
Section 12Consumers Purchase Moment
PM01 Source of Awareness
We’ve listed below some of the ways people become aware of new [PIPE PRODUCT CATEGORY]. Please select the
top-3 ways you become aware of new [PIPE PRODUCT CATEGORY].
Please select a “1” for the way you most often become aware of new [PIPE PRODUCT CATEGORY], a “2” for the second
most and a “3” for the third most. Please rank three items and use each number 1 to 3 only once.
Randomize; show a pull-down box next to each prompt with the numbers 1 to 3. Validate that each number is used and each is selected
only once.











Emails from retailers, including promotions or new products
Search engine and comparison sites (Google/Yahoo/Bing)
Shopping portal/auctions (ebay.com/amazon.com)
People you know personally (friends, family, acquaintances)
Social media, blogs, discussion groups (e.g. Linked In, Facebook, Twitter)
Magazines
Retail store (physical location)
Retail website
Mobile application or mobile website
Traditional advertising (mail/radio/TV/billboards)
Online streaming video (You Tube)
PM02 Sources of research
Now that you are aware of a [pipe product category] item, where do you primarily go to get information on this new
[PIPE PRODUCT CATEGORY] product? Please select the top sources you use to get information.
Please select a “1” for the way you most often most often get information on new [PIPE PRODUCT CATEGORY], a “2”
for the second most and a “3” for the third most. Please rank three items and use each number 1 to 3 only once.
Randomize; show a pull-down box next to each prompt with the numbers 1 to 3. Validate that three items are ranked and each number is
selected only once.











Emails from retailers, including promotions or new products
Search engine and comparison sites (Google/Yahoo/Bing)
Shopping portal/auctions (ebay.com/amazon.com)
People you know personally (friends, family, acquaintances)
Social media, blogs, discussion groups (e.g. Linked In, Facebook, Twitter)
Magazines
Retail store (physical location)
Retail website
Mobile application or mobile website
Traditional advertising (mail/radio/TV/billboards)
Online streaming video (You Tube)
Randomly select one of the three ranked items to be piped into PM03, etc.
PM03 Enough Research
Can you usually get all of the information you need to make a purchase from [pipe research method]?
 Yes
 No
Skip to PM05 Missing information if PM03 Enough research = No
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PM04 Purchase
After getting information at [pipe research method], where do you usually purchase the item you were researching?
Randomize except “Other”







Mail-in or fax catalogue order
Mobile technology (mobile phone or mobile application)
Retail store
Retailers call center (800# or equivalent)
Retailers website
Shopping portal/auction site (ebay.com/amazon.com)
Some other source , please specify
PM05 Missing Information
If you can not make a purchase after you researched with [pipe research method], what information was missing?
Randomize except “Other”







Could not tell if the product was in stock
Independent product review information was not available
Need to consult with family, friends before purchasing
Other like product information (quality, product attributes)
Price comparisons to determine if the best price
Promotional information to ensure I receive the best price
The ability to see, touch, experience or smell the item before
final purchase

The ability to speak with an in-store associate before buying
was needed

Some other type of information, please specify
PM06 Sources 2nd research location
If you were not able to get all the information you needed on this new [PIPE PRODUCT CATEGORY] product, where did
you go next to get information? Please select the top-3 sources you used to get information.
Randomize; show a pull-down box next to each prompt with the numbers 1 to 3. Validate that three items are ranked and each number is
selected only once.











Emails from retailers, including promotions or new products
Search engine and comparison sites (Google/Yahoo/Bing)
Shopping portal/auctions (ebay.com/amazon.com)
People you know personally (friends, family, acquaintances)
Social media, blogs, discussion groups (e.g. Linked In, Facebook, Twitter)
Magazines
Retail store (physical location)
Retail website
Mobile application or mobile website
Traditional advertising (mail/radio/TV/billboards)
Online streaming video (You Tube)
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Privacy
Section 12: Privacy Elements
P01 Privacy concern measure
This is the last section of the study. In this section, we will ask you a few questions about privacy, and then finish the
survey with a few questions about you.
Please indicate how much you agree with these statements using a scale from 1 to 7 where 1 is strongly disagree and 7 is
completely agree.
In regards to privacy, in general…
Strongly
disagree
When companies ask me for personal information, I
sometimes think twice before providing it
It bothers me to give personal information to so many
companies
I am concerned that companies are collecting too much
personal information about me
Companies should devote more time and effort to preventing
unauthorized access to personal information
Companies should take more steps to make sure that
unauthorized personnel cannot access personal information
in their companies
Companies should take more steps to make sure that
personal information in their files is accurate
Companies should have better procedures to correct errors
in personal information
Companies should devote more time and effort to verifying
the accuracy of the personal information in their databases
When people give personal information to a company for
some reason, the company should never use the information
for any other purpose
Companies should never sell the personal information in their
computer databases to other companies
Companies should never share personal information with
other companies unless it has been authorized by the
individuals who provided the information
Completely
agree
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
4
5
6
7
P02 Privacy participation
We will ask you questions about your privacy disclosure.
Please indicate how much you agree with these statements using a scale from 1 to 7 where 1 is completely unwilling and
7 is willing.
What is your willingness to provide information for each of the following items?
Completely
unwilling
Identification data (name, address, etc)
Demographic data (age, ethnic group, height, etc)
Data related to lifestyle (number of cars owned, ownership or
1
1
1
2
2
2
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Willing
3
3
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rental of home, etc)
Data referred to media usage habits (television programs
watched, magazines read, etc)
Medical data
Financial data (credit card number, type, expiration date, etc)
Location based (where you have been or where you are
going)
1
1
1
2
2
2
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P03 Privacy controlled by Individual
We will ask you questions about privacy.
Please indicate how much you agree with these statements using a scale from 1 to 7 where 1 is completely unwilling and
7 is willing.
Assume you maintained control of this data for the company and you could select and deselect the data shared, what is
your willingness to provide information for each of the following items if you could control and update what was shared?
Completely
unwilling
Identification data (name, address, etc)
Demographic data (age, ethnic group, height, etc)
Data related to lifestyle (number of cars owned, ownership or
rental of home, etc)
Data referred to media usage habits (television programs
watched, magazines read, etc)
Medical data
Financial data (credit card number, type, expiration date, etc)
Location based (where you have been or where you are
going)
Willing
1
1
2
2
3
3
4
4
5
5
6
6
7
7
1
2
3
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7
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7
P04 Privacy trade for relevancy
We will ask you questions about privacy.
Please indicate how much you agree with these statements using a scale from 1 to 7 where 1 is where 1 is completely
unwilling and 7 is willing.
What is your willingness to provide information for each of the following items if [pipe primary retailer] provided
something relevant to you in exchange for this data (non-monetary)?
Completely
unwilling
Identification data (name, address, etc)
Demographic data (age, ethnic group, height, etc)
Data related to lifestyle (number of cars owned, ownership or
rental of home, etc)
Data referred to media usage habits (television programs
watched, magazines read, etc)
Medical data
Financial data (credit card number, type, expiration date, etc)
Location based (where you have been or where you are
going)
Willing
1
1
2
2
3
3
4
4
5
5
6
6
7
7
1
2
3
4
5
6
7
1
1
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7
1
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P05 Privacy breach
Has your privacy been violated or breached in the last 12 months?
 Yes
 No
 Not sure
P06 Privacy Benefits Exchange
We will give you examples of how companies or brands could collaborate and better serve you.
Please indicate how much agree with these statements using a scale from 1 to 7 where 1 is strongly disagree and 7 is
completely agree.
Assume you maintained control of this data for the company and could select and deselect the data shared, what is your
willingness to provide information for each of the following items?
Completely
unwilling
Identification information (Ford, Ford Credit, Ford
service) share your information so you do not have to
provide it twice
Lifestyle interests (more than one retailers provide
special events for you to attend)
Data related to lifestyle (e.g. if you prefer luxury
brands, a travel agent would give you discounts for
Four Seasons and luxury retail items as well as
clothing discounts)
Data referred to media usage habits (television
programs watched, magazines read, etc. and retailers
only promote items you regular buy through the media
types you prefer.)
Medical data (data shared between your physician and
retailer to save you medical costs or to promote healthy
wellness)
Preferred products ( you identify the products you
prefer to receive new product introductions)
Preferred products (you identify the products you prefer
to receive preferred price or discounts)
Family Information (you provide the categories you
frequently purchase for others and the retailer only
promotes those items that you regularly buy or items
that you may consider based on past purchases)
Willing
1
2
3
4
5
6
7
1
2
3
4
5
6
7
1
2
3
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5
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7
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7
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7
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7
Section 13: Ethnicity and cultural factors
H03 Spend Attitudes
Think about your shopping attitudes for 2012. Please indicate how much you agree with these statements using a scale
from 1 to 7 where 1 is strongly disagree and 7 is completely agree.
In 2012, I will…
Strongly
disagree
…search out more items on sale or markdown than in
1
Completely
agree
2
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4
5
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2011
…spend more on entertainment or travel
…spend more money for products in some categories
but less in other categories
…reward myself with a few more big purchases
…spend more in general
1
2
3
4
5
6
7
1
1
1
2
2
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7
Thank You Page
Thank you for participating in our survey. Your responses have been successfully recorded.
Screen Out Page
Thank you for your interest. However, at this time, we are looking for adult survey respondents who fit a different profile.
Thank you again.
Survey Closed Page
Thank you for your willingness to participate, however this study has been completed and is closed. We hope you will visit
us in the future for other surveys.
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