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Shopperscape® Codebook ShopperScape® Codebook For use with the ShopperScape™ Online Database Table of Contents . Overview of ShopperScape Questionnaire……………………………………..………..… 3 . Shopping Frequency Questions…………………………………………………..……..….. 4 – Detail of p6mos_mass, p4wk_mass, mo_mass………………………………....…… 5 – Detail of p6mos_soft, p4wk_soft, and mo_soft………………………………...….…. 6 – DtilfDetail of p6 mos_h ome, p4 wk kh_home, and mo_h ome…………………….……..…… 7 – Detail of p6mos_groc, p4wk_groc, and mo_groc………………………..……..….… 8 . Merchandise Categories Questions……………………………………………...…………. 9 – Detail of purch_appar, plan_appar……………………………………….………..….. 10 – Detail of purch _home , plan _ home……………………………………….………….... 11 – Detail of purch_leis, plan_leis………………………………………………………..... 12 – Detail of purch_hbc, plan_hbc……………………………………………………….... 13 – Detail of purch_groc ………………………………………………………………….... 14 – Detail of purch _ other, plan_ other ………………………………………………..…… 15 – Variables in “Where Spent Most_appar” folder ……………………….………..…… 16 – Variables in “Where Spent Most_home” folder …………………….…………..…… 18 – Variables in “Where Spent Most_leis” folder ……………………………………..…. 20 – Variables in “Where Spent Most_hbc” folder ……………………………………..…. 21 – Variables in “Where Spent Most_other” folder …………………………………….... 22 – Variables in “Why Spent Most_appar” folder ……………………………………..…. 23 – Variables in “Why Spent Most_home” folder ……………………………………..…. 24 – Variables in “Why Spent Most_leis” folder ………………………………………..…. 26 – Vibli“WhSVariables in “Why Spen tMthb”fldt Most _hbc” folder ……………………………………..…… 28 – Variables in “Why Spent Most_other” folder ……………………………………..….. 29 . Demographic and Calendar Variables ……………………………………………….....…. 31 2 Table of Contents . Monthly Questions – RFIS Sector Questions • RFIS_Home………………………………….……………………………………..….. 28 • RFIS_FDM……………………………………………………………………………… 57 • RFISSftRFIS_Soft………………………………………………………………………………. 98 • RFIS_Econ Misc………………………………………………………………………. 132 – Other Monthly Questions • Valentine' ssDay Day…………………………………………………………………………146 • Easter……………………………………………………………………………………148 • Back-to-School………………………………………………………………………… 150 • December Holidays…………………………………………………………………… 153 • Economic Tracking Questions……………………………………………………….. 177 • Trip-Based Questions …………………………………………………………………178 3 Overview of ShopperScape™ Questionnaire . Every month, ShopperScape™ is fielded to 4,000 households across the U.S. Respondents are screened for status as the household’s primary household shopper. The sample is representative of the U.S. population on key census demographics. The majority of the questionnaire provides “tracking” data available in the ShopperScape™ Online Database, which can be used for custom data analyses. – The Online Database ppgrovides the following data: • Retailers shopped in the past 4 weeks (“p4wk” variables) • Retailers shopped on a regular monthly basis (“mo” variables) • Retailer format shopped in the past 4 weeks (“store”, “online” and “catalog” variables) • Categories purchased in the past 4 weeks (“purch” variables) • Where respondents spent the most on categories in the past 4 weeks (“where_spending” variables) • Amount spent on a merchandise group in a specified time period (“amount spent” variables) • Where respondents spent the most on a merchandise group in a specified time period (“where spent most in past X XXXX” variables) • Why respondents spent the most on merchandise groups at specific retailers in the past X XXXX ((why“why” variables) • Demographic variables • RFIS variables 4 Shopping Frequency Questions . Retailers Shopped in Past 4 Weeks: – In “Ret. Shopped Past 4 Weeks” Folder – Which of these retailers’ stores, Web sites or catalogs have you shopped in the past 4 weeks, whether or not you made any purchases at the retailer? (Select all that apply) • P4wk_home • P4wk_soft • P4wk_ mass • P4wk_other • P4wk_groc . Retailers Shopped Monthly: – In “Ret. Shop Monthly” Folder – Then, please indicate which of these retailers you usually shop at least once a month. (Select all that apply) • Mo_home • Mo_ soft • Mo_mass • Mo_other • Mo_groc 5 Shopping Format Questions . Retailer Format Shopped in the Past 4 Weeks ─ In “Format Shopped in Past 4 Weeks” Folder ─Please indicate whether you shopped at these retailers’ stores, Web sites or catalogs in the past 4 weeks, whether or not you made any purchases at the retailer . (Select all that apply for each retailer listed below) • Store_mass • Store_soft • Store_ home • Store_other • Store_groc • Online_mass • Online_soft • Online_home • Online_other • Online_groc • Catalog_soft • Catalog_ home • Catalog_other 6 Detail of p4wk_mass, and mo_mass . Output of all shopping frequency variables ending with “_mass” have the following format: NET - DISCOUNT/SUPERCENTERS NET - SMALL-FORMAT VALUE RETAILERS SUBNET - DISCOUNT DEPT STORES SUBNET - CLOSEOUT RETAILERS Kmart/Big Kmart Big Lots Shopko Other close-out retailers (e.g., Tuesday Morning) Target/Target Greatland SUBNET - DOLLAR STORES Wal-Mart Dollar General Pamida Family Dollar SUBNET - SUPERCENTERS Other small-size dollar/()/value retailers (e.g., Fred's) Meijer One-price general merchandise retailers (e.g., Dollar Tree, 99 Fred Meyer cent Only Stores) SuperTarget NET - WAREHOUSE CLUBS Wal-Mart Supercenter BJ's Wholesale Club Other discount store/supercenter Costco SUBNET - TARGET SAM'S Club Target/Target Greatland NET - DRUG STORES/PHARMACIES SuperTarget CVS/pharmacy SUBNET - WAL-MART Rite Aid Wal-Mart Walgreens Wal-Mart Supercenter Other drug store retailer 7 Detail of p4wk_soft, and mo_soft . Output of all shopping frequency variables ending with “_soft” have the following format: NET - DEPARTMENT STORES Goody's Family Clothing SUBNET - TRADITIONAL DEPARTMENT STORES J. Crew Belk L.L. Bean B'Bergner's Ld'EdLands' End Bon-Ton Lane Bryant Boston Store Limited Stores Carson Pirie Scott Marshall's Dillard's New York & Co./Metrostyle Elder-Beerman Old Navy Herberger's Ross Dress for Less Macy's Spiegel Younkers Stein Mart Other Department Store Retailer Talbots (not Talbots Mens or Talbots Kids) SUBNET - UPSCALE DEPARTMENT STORES TJMaxx Bloomingdale's Victoria's Secret Neiman Marcus Other adult/family clothing retailers NdtNordstrom Children 's Spec ia lty Appare l Re ta iler (e.g., Gym boree, Saks Fifth Avenue Babies \R\" Us, GapKids or babyGap, Limited Too, The SUBNET - VALUE DEPARTMENT STORES Children's Place)" JCPenney NET - SHOE RETAILERS Kohl's DSW Sears Famous Footwear Mervyn' s Foot Locker or Lady Foot Locker NET - APPAREL SPECIALTY STORES Payless ShoeSource SUBNET - ADULT APPAREL SPECIALTY Other shoe retailer Ann Taylor NET - ACCESSORIES RETAILERS Ann Taylor Loft Claire's Banana Republic Coach Burlington Coat Factory Other accessories retailer Chico 's Fine Jewe lry Re ta iler Christopher & Banks Personal Care/Beauty Retailers (e.g., Bath & Body Works, Dress Barn Sephora, The Body Shop, party plans such as Avon, Mary Eddie Bauer Kay) Fashion Bug/Fashion Bug Plus Factory Outlet Retailer 8 Gap (not GapKids or babyGap) Detail of p4wk_home, and mo_home . Output of all shopping frequency variables ending with “_home” have the following format: NET - CONSUMER ELECTRONICS AND COMPUTER SUBNET - SPECIALTY HOME IMPROVEMENT RETAILERS RETAILERS SUBNET - CONSUMER ELECTRONICS RETAILERS Carpet/flooring retailer Best Buy Lawn and garden retailer Circuit City Lumberyard Radio Shack Paint/wallpaper retailer Other consumer electronics/appliance retailer Other specialty home improvement retailer (e.g., tile, SUBNET - COMPUTER SUPPLIES RETAILERS kitchen and bath) Apple NET - HOME TEXTILES/HOME FURNISHINGS CompUSA RETAILERS Dell Bed Bath & Beyond Other computer retailer Bombay NET - HOME IMPROVEMENT/HARDWARE RETAILERS Crate & Barrel SUBNET - HOME IMPROVEMENT CENTER IKEA Lowe's Linens 'n Things Menard's Pier 1 Imports The Home Depot Pottery Barn Other home improvement center Williams-Sonoma SUBNET - HARDWARE STORES Other home textiles/home furnishings retailer Ace Hardware Furniture Retailer Sears Hardware NET - OFFICE SUPPLY RETAILERSl True Value Office Depot Other hardware store retailer Office Max Staples Other office supply retailer 9 Detail of p4wk_groc, and mo_groc . Output of all shopping frequency variables ending with “_groc” have the following format: NET - SUPERMARKETS Wal-Mart Neighborhood Market SUBNET - CONVENTIONAL SUPERMARKETS Winn-Dixie/Winn-Dixie Marketplace A&P Other traditional supermarket/grocery store retailer not listed Acme here (e.g., Basha's, Wegman's) Albertsons SUBNET - HEALTH/NATURAL SUPERMARKET Dillons Whole Foods Market Dominick's Other health/natural foods supermarket not listed here Food Lion SUBNET - EXTREME VALUE GROCERY RETAILERS Fry's/Fry's Marketplace Limited assortment grocer (e.g., ALDI or Save-A-Lot) Giant Eagle Cut-price or warehouse supermarket (e.g., Cub Foods, Food Giant Foods 4 Less, SaveRite) Hannaford NET - CONVENIENCE STORES H-E-B/H-E-B Plus/Central Market Non-gasoline purchases at a convenience store/gas station Jewel/ Jewel-Osco with food mart Kash n' Karry Gasoline purchases at a convenience store/gas station with King Soopers food mart Kroger/Kroger Marketplace Have not shopped at any of the above retailers in the past 4 Publix week QFC Ralph's Randall's Safeway Shaw's Supermarkets or Star Market Smith's Food and Drug/Smith's Marketplace Stop & Shop StbSweetbay Tom Thumb Tops Vons 10 Detail of p4wk_other, and mo_other . Output of all shopping frequency variables ending with “___other” have the following format:” NET - BOOK/MUSIC SPECIALTY RETAILERS NET - VIDEO/DVD/TV GAME RENTAL RETAILER Barnes & Noble Blockbuster Borders Books
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