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Department Store Market Research Survey

About this study:
The purpose of this study is to examine consumer’s interactions with a leading department store. The outcomes of this study are expected to lead to a greater understanding of customer loyalty and the relationships that consumers form between themselves and this leading department store. The focus of this particular survey is on consumer identification.

Instructions:
The survey consists of a series of statements. For each statement, please select one answer that best reflects your perceptions or feelings. There is no right or wrong answers to these questions. Your opinions are important. Please read the questions carefully and answer honestly. You will notice that in each section a number of questions are very similar. This is deliberate and is needed for statistical reasons. Please respond to all questions on all pages.

Your participation is voluntary and you may withdraw at any time. Your responses will not be used if you complete only part of the survey. Nonetheless, we encourage you to participate because your responses will help us to improve our understanding of consumer identification and brand loyalty for this department store. All responses you provide will be confidential and you will be completely anonymous. Your right to privacy is important to the research team and all aspects of this study have been designed with upholding this right in mind. Once you have completed this survey please press "submit" button on the bottom of the page.

Ethics statement:
This study adheres to the standards of the ethical review process of international marketing guidelines. If you wish to discuss your participation in this study with project staff please contact Matthew McCabe appliedmarketresearch@hotmail.com

Research team:
Matthew McCabe
Katie Baines

Agreement to participate in this study:
Before commencing the questionnaire, it is asked that you formally acknowledge that you understand the requirements of this survey (based on the details provided on the previous page) and that you agree to participate in this study by completing this questionnaire. Please read the statement below and check the box to the right of it to indicate your agreement to participate in this survey.

I have read and understood the details provided on the previous page and agree to participate by completing this questionnaire.

Thank you. Now please start the questionnaire below.
 

Part A: Department Store Selection
 

Q1. Have you recently (in the past 6 months) made a purchase at either Myer or David Jones department stores? 

Q2. At which department store did you make your most recent purchase? 

Q3.Generally how often would you purchase something from the above department store that you made your recent purchase?

Q4.Generally how often would you purchase something from the other department store where you did not make your purchase?

Q5. What product did you purchase and what was the reason for purchasing it from this department store? (Please answer in the space provided)                   

 

Part B: Department Store Related Feelings

Questions 5a-5e asks you to consider how you feel towards the department store that you made your most recent purchase. Please click the response that best indicates your level of agreement (or disagreement) with the following statements. 

Positive Feelings:

 

Strongly Disagree

 

 

         

Strongly Agree 

Q5a. Being a consumer of this department store makes me feel happy.

Q5b. Being a consumer of this department store makes me feel good.

Q5c. Being a consumer of this department store makes me feel confident.

Q5d. Being a consumer of this department store makes me feel positive.

Q5e. Being a consumer of this department store makes me feel comfortable.

Part C: Consumer–Department Store Identification

Questions 6a-6e asks you to consider the extent to which you feel a connection and identify with the department store that you made your most recent purchase.

 Please click the response that best indicates your level of agreement (or disagreement) with the following statements.
 

Oneness:

 

Strongly Disagree

 

 

         

Strongly Agree 

Q6a. I feel a sense of oneness with this department store.

Q6b. I feel like I am meant to buy from this department store.

Q6c. I connect with this department store.

Q6d. I feel like I am closely linked to this department store.

Q6e. I identify with this department store.

Part D: Consumer–Brand Agreement

Questions 7a-7e asks you to consider the extent to which you feel a fit or match between

 yourself and the department store that made your most recent purchase. Please click the response that best indicates your level of agreement (or disagreement) with the following statements.

Consumer-Brand Agreement

 

Strongly Disagree

 

 

         

Strongly Agree 

Q7a. This department store image is a good fit with my desired self image

Q7b. This department store image is a close match with the image I aspire to.

Q7c. This department stores image is close to the image I want to portray.

Q7d This department store image reflects the image that I want to portray.

Q7e. This department store image overlaps with my desired self image.

Part E: Department Store Brand Characteristics

Questions 8, 9 and 10 ask you to evaluate the department store that you made your most recent purchase with respect to a number of brand characteristics. Please click the response that best indicates your level of agreement (or disagreement) with the following statements.

Prestige

 

Strongly Disagree

 

 

         

Strongly Agree 

Q8a. People think highly of this department store.

Q8b. This department store is considered to be prestigious.

Q8c. This department store has an outstanding reputation

Q8d. This department store has a reputation for prestige.

Q8e. People think of this department store as an elite department store..

 

Distinctiveness

 

Strongly Disagree

 

 

         

Strongly Agree 

Q9a. This department store is different to its competing department store.

Q9b. This is a relatively unique department store.

Q9c. This department store differs from other department store.

Q9d. Few department stores are alike to this department store.

 

Quality

 

Strongly Disagree

 

 

         

Strongly Agree 

Q10a. This is a quality department store.

Q10b. This department store has a reputation for quality.

Q10c. This department store is considered to be a high quality one.

Q10d. This department store is known for its quality.

Q10e. People regard this department store as a quality one.

Part F: Department Store Loyalty

Question 11 asks you to evaluate the department store that you made your most recent purchase with respect to department store loyalty. Please click the response that best indicates your level of agreement (or disagreement) with the following

Department Store Loyalty

 

Strongly Disagree

 

 

         

Strongly Agree 

Q11a. I am committed to this department store..

Q11b. I will be likely to make a purchase from this department store next time I make a store next time I make a purchase.

Q11c. I intend to keep purchasing at this particular department store.

Q11d. I am loyal to this department store.

Q11e. I expect to purchase at this department store again.

The following questions are an extension of the questions above, in regards to loyalty program membership of the department store.

Q12a. If your brand has a loyalty program (e.g., valued customer club or store credit card), are you a member of it?

(Only if answered yes please proceed to following question)

Q12b.What loyally programs are you a member of? (Please describe in the space provided)                   

Q13.If your department store brand does not have a loyalty program, would you join one if it did?

 Q14. Do you intended to repurchase from the following department store in the near future? (In the next 6 months)?

Part G:  Customer Demographics

Questions 15-18 ask you some demographic questions about yourself. These questions will be used for classification purposes.

 Q15. What is your age?   Years

Q16. What is your gender?

Q17. What is your highest education level of achievement?

 Q18. What was your annual gross income (i.e., before tax) in the most recent financial year (2004/2005)?  

Part H: Department Store Customer Lifestyles

Question 19 asks you about your lifestyle and some personal characteristics. Data in this section is collected for classification and description purposes. Please indicate the extent to which you agree or disagree with the following statements

Lifestyle

 

Strongly Disagree

 

 

         

Strongly Agree 

Q19a. Success is very important to me.

Q19b. I mostly buy well known brand names.

Q19c. Other people take my opinions seriously..

Q19d. I look for quality and value for money when shopping.

Q19e. I feel more comfortable in a group than alone.

Q19f. I am concerned about how others perceive me.
Q19g. I am a stylish and fashionable person.
Q19h. I have a good idea of where I want to be five years from now.
Q19i. I want to spend some time working overseas.
Q19j. I have a busy social life.
Q19k. I resent being given instructions/orders.

Part I:  Media Consumption

This section asks you about the types of media you consume, and your consumption habits. Data in this section is collected for classification and description purposes.

Q20. On an average day, how many hours of commercial television do you watch (commercial television is channels 7, 9 and 10)?
 

Q21. When do you watch most of your commercial television?
Q22. What types of programmes do you prefer to watch? (You can click more than one type by holding down "ctrl" and clicking with mouse)

Q23. If you regularly read any magazines, what is the main type that you read?

(If you read more than one type of magazine, select the one that you read most often)
 

THANK YOU. THAT CONCLUDES THE QUESTIONNAIRE.

Please ensure that you have completed ALL questions items, and then press "submit" button below to submit your responses and conclude the questionnaire.