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MKT 603 Strategic Brand Management Assignments: Retail Search #2 Opinions/Psychographics

Contains product and retail assignment examples

Search #2 Retail Opinions/Psychographics

Task: Find out more about shoppers of your stores or users of your brand based on their attitudes and opinions on a variety of questions.

·         This data tracks if the respondents agree or disagree with statements such as: "I enjoy spending time with my family."  " I find it difficult to say no to my kids."  "I am an optimist."

Setup for the assignment:

  1. Click on the OPEN tab; Select the R2 - Psycographics_Retail DO NOT EDIT.
  2. Click ‘Edit’ in the upper left to return to the search setup screen.
  3. Click the 'X' above the ROWS box clear all the previous selections.
  4. Leave your brand/stores choices in the COLUMNS box. Refer to Search #1 for instructions on finding the brands, if needed.

To do your assignment:

1.     In the DICTIONARY BOX (under the Search button), scroll to find LIFESTYLE STATEMENTS. Click the arrow to expand and see the choices. Double click on the ATTITUDES/OPINIONS - GENERAL.

2.     Choose ATTITUDES (GENERAL) - AGREE A LOT. Read over the list of statements, and select ones that you feel will provide relevant data to your store. Highlight your choices, and then drag to ROWS.

3.     In the DICTIONARY BOX, scroll to find ATTITUDES/OPINIONS - ABOUT SHOPPING. Double click to expand.

4.     Choose ATTITUDES (ABOUT SHOPPING) - AGREE A LOT. Read over the list of statements, and select ones that you feel will provide relevant data to your product. Highlight your choices, and then drag to ROWS.

5.     Click RUN CROSSTAB for analysis. FOCUS on the VERTICAL %, and compare this across different brands.

6.     Click EXPORT to save in Excel. 

Understanding the data

 

  • 7,814 people or 31.6% of the total survey respondents agree a lot with the statement “A store's environment can make a difference in whether I shop there”.
  • Shoppers at American Eagle Outfitters (index 127) and Banana Republic (Index of 130) are much more likely than others to agree a lot with the statement “A store's environment can make a difference in whether I shop there”.

Additional Resources

Simmons OneView Kresge Guide

For help in interpreting your results, see the "Understanding Your Results" tab.