Shopping Survey

This survey was a team project for my class in Market Research at Yale. For the results of the survey, please view the Executive Summary.

This survey, conducted by students of consumer behavior at the Yale School of Management, is meant to gather information about people's buying habits on the internet-for example, through the World Wide Web home pages. Please take a few minutes to answer the following questions. Thank you for your cooperation!

1. How many times have you purchased something over the Internet?

• Never
• Once
• Twice
• Three or more times

2. What items might you purchase over the internet?

Please assign a value, 1=not likely at all; 5=very likely.

A. Computer Software

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

B. Computer Hardware

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

C. Electronics

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

D. Books

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

E. Music or videos

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

F. Information

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

G. Clothing

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

H. Jewelry

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

I. Cosmetics

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

J. Food

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

K. Flowers and Plants

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

L.Gifts

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

M. Household Items

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

N. Consulting, business, legal, financial services, travel services

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

3. What do you see as being the benefits of purchasing over the Internet?

(1-5 scale from not important at all to very important)

A. Convenience

    Not Important at all       Not Important       Neutral       Important       Very Important 
              1                 2            3           4            5 

B. Transaction speed

    Not Important at all       Not Important       Neutral       Important       Very Important 
              1                 2            3           4            5 

C. Anonymous purchase

    Not Important at all       Not Important       Neutral       Important       Very Important 
              1                 2            3           4            5 

D. Information availability - easy to compare products

    Not Important at all       Not Important       Neutral       Important       Very Important 
              1                 2            3           4            5 

E. Cost savings

    Not Important at all       Not Important       Neutral       Important       Very Important 
              1                 2            3           4            5 

F. Product variety

    Not Important at all       Not Important       Neutral       Important       Very Important 
              1                 2            3           4            5 

4. State whether you agree or disagree with the following statements

(1-5 scale from strongly disagree to strongly agree).

A. I did not know that I could buy things on the net.

    Strongly Disagree        Disagree       Neutral       Agree       Strongly Agree 
           1                2          3        4           5 

B. I have not seen anything I wanted to buy.

    Strongly Disagree        Disagree       Neutral       Agree       Strongly Agree 
           1                2          3        4           5 

C. I want to interact with a person when I buy something.

    Strongly Disagree        Disagree       Neutral       Agree       Strongly Agree 
           1                2          3        4           5 

D. I want to touch or see the product physically.

    Strongly Disagree        Disagree       Neutral       Agree       Strongly Agree 
           1                2          3        4           5 

E. I do not trust an unfamiliar company.

    Strongly Disagree        Disagree       Neutral       Agree       Strongly Agree 
           1                2          3        4           5 

F. I am concerned about the security of on-line payment options.

    Strongly Disagree        Disagree       Neutral       Agree       Strongly Agree 
           1                2          3        4           5 

G. I am concerned about the misuse of the personal information I release over the Internet .

    Strongly Disagree        Disagree       Neutral       Agree       Strongly Agree 
           1                2          3        4           5 

5. Have you bought anything from a mail-order catalog within the past six months?

     Yes       No

In the past year?

     Yes       No

In the past three years?

     Yes       No

6. In the past six months, have you purchased anything through a newspaper ad or a mail advertisement?

     Yes       No

In the past year?

     Yes       No

In the past three years?

     Yes       No

7. For what dollar range would you want to buy over the internet?

(check all that apply)

• Not an issue
• under $20
• $20 to $50
• $50 to $100
• $100 to $500
• over $500

8. You are interested in buying a telephone. How likely would you be to buy over the internet,

A. if you must pay 10% premium for convenience?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

B. if the product costs the same as retail outlet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

C. if the product is discounted 10% on the internet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

D. if the product has a 30% discount on the internet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

9. You are interested in buying a sweater. How likely would you be to buy over the internet,

A. if you must pay 10% premium for convenience?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

B. if the product costs the same as retail outlet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

C. if the product is discounted 10% on the internet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

D. if the product has a 30% discount on the internet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

10. You are interested in buying a watch. How likely would you be to buy over the internet,

A. if you must pay 10% premium for convenience?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

B. if the product costs the same as retail outlet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

C. if the product is discounted 10% on the internet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

D. if the product has a 30% discount on the internet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

11. You are interested in buying a briefcase. How likely would you be to buy over the internet,

A. if you must pay 10% premium for convenience?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

B. if the product costs the same as retail outlet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

C. if the product is discounted 10% on the internet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

D. if the product has a 30% discount on the internet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

12. You are interested in buying a well-known perfume, for yourself or as a gift. How likely would you be to buy over the internet,

A. if you must pay 10% premium for convenience?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

B. if the product costs the same as retail outlet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

C. if the product is discounted 10% on the internet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

D. if the product has a 30% discount on the internet?

    Very Unlikely       Unlikely       Neutral       Likely       Very Likely 
        1             2           3          4           5 

13. What would you most like to change about internet shopping?

14. How long have you been using the Internet?

(Check one)

• under 6 months
• 6 months to a year
• over a year.

15. How many hours a week do you spend on the Internet?

hours/week

16. How old are you?

years

17. What is your gender?

• M
• F

18. Where do you live?

• Western U.S.
• Midwestern U.S.
• Eastern U.S.
• Asia
• Europe
• Other

19. What is your occupation?

• Student
• Educator
• Technical
• Government
• Consultant
• Business
• Other (please specify)

20. What is the highest degree you have attained?

• No degree
• High School
• Some college
• College degree
• Graduate degree

21. What is your annual income?

  Less than $25,000    $25,000 to $45,000    $45,000 to $75,000    over $75,000
 
 
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© Drew McCormick 1998