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  2. 2005
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Hello:

Thank you for your time today. As we mentioned in the email, we are doing a survey about how and where people shop for their kids. We’re not selling anything, and we would like your honest opinions on the questions to come.


Please start with the survey now by clicking on the Continue button below.
 
 

* Are you the person in your household who most often buys children’s products – things like kids’ clothing, shoes, furniture and home furnishings, toys, party goods?
 
Yes
 
No
 
 

* Are you age 18 or older?
 
Yes
 
No
 
 

* Do you work for a retailer or a children's products company?
 
Yes
 
No
 
 

Thank you for participating in our research. We are interested in your opinions on shopping for products for children such as clothing, shoes, furniture and home furnishings, toys, party goods, and soaps/lotions/beauty products.
 
 
 
The first store I think of that sells children's clothing is
   
The first store I think of that sells children's shoes is
   
The first store I think of that sells furniture for kids' rooms is
   
The first store I think of that sells home furnishings (e.g., duvet covers, sheets, bath accessories, and wall art) for kids' rooms is
   
The first store I think of when I think of children's paper and party goods is
   
The first store I think of that sells children's toys and playthings is
   
The first store I think of that sells products for infants and babies is
   
The first store I think of that sells children's skin care and beauty products is
   
The first store I think of that sells all these products under one roof is
   
 
 

Where do you primarily to shop for children’s products?
 
Major malls
 
Strip malls off highways & roads
 
Superstores (e.g., Walmart/Target, Toys 'R Us, IKEA)
 
In the center of town
 
 
To what extent do you agree or disagree with each of the following statements below when buying or shopping for children’s products? Please select the best option for each statement below.
Strongly Disagree Disagree Neutral Agree Strongly Agree
When it comes to children’s products, I need to see many different options before I find the right ones to buy
I usually shop children’s stores that have a product selection just right for me and my kids
I tend to buy things for my kids only when they wear them out or need to replace something
I will leave a kids store that is not well-lit and organized rather than shop there, no matter how good the product or value is
I spend much less money if my kids are not entertained while I shop for children’s products
I don’t mind traveling to many different stores to find the right children’s product
I usually shop children’s stores that have a large selection of all kinds of products, and I take the time to sort through what’s right for me and my kids
I consider prices very carefully before I buy children’s products
If my kids want it, I get it for them
I buy new things for my kids or their rooms more often than other moms
 
 
How many times in the past year did you shop for children's clothing?
*  
 
1 to 3 times
 
4 to 7 times
 
8 or more times
 
Did not shop
 
 
 
* Roughly how much did you spend in total on children's clothing in the past 12 months?
   
 
 

Approximately how much did you spend at each of the following retailers on children’s clothing in the past 12 months?
Independently owned specialty stores
Department stores such as Macy's & Bloomingdales
K-Mart
JC Penney or Sears
The Children's Place
Gymboree
Target
Kohl's or Mervyn's
Gap Kids
Wal*Mart
Toys "R" Us or Babies "R" Us
Old Navy
0
 
 

* What percentage of the money you spent last year went to each of the following styles of children's clothing? Please make the numbers add to 100
Children’s clothing that was more trendy and fashionable
Basic styling, no-frills children’s clothing
Clothing that had characters like Spiderman or Powerpuff Girls on it
Children’s clothing with a more classic style
0
Values must add up to 100
 
 

Which of the following best describes the children's clothing you purchased last year?
 
I mostly bought clothing last year in which kids look like “little adults”
 
I mostly bought clothing last year in which kids look their age
 
 
How many times in the past year did you shop for children's toys?
*  
 
1 to 3 times
 
4 to 7 times
 
8 or more times
 
Did not shop
 
 
 
* Roughly how much did you spend in total on toys in the past year?
   
 
 

Approximately how much did you spend on toys in the past year at each of the following stores?
Babies "R" Us
Toys "R" Us
JC Penney or Sears
Independently owned specialty stores
K-Mart
Wal*Mart
Target
0
 
 
On a scale of 1 to 5, with 5 being most important, how important have each of the following been for how you spent money on toys in the past year?
1 2 3 4 5
Familiar brand names
Low prices
Educational value
Play value
Quality / durability
Popular children’s characters
 
 
At which of the following stores could you see yourself buying toys?
Check all that apply
 
Old Navy
 
IKEA
 
Wonderkids
 
Gymboree
 
The Children's Place
 
Gap Kids

 
 
How many times in the past year did you shop for children's shoes?
*  
 
1 to 3 times
 
4 to 7 times
 
8 or more times
 
Did not shop
 
 
 
* Roughly how much did you spend in total on children’s shoes in the past year?
   
 
 
 
Approximately how much did you spend on children's shoes in the past year at each of the following stores?
Babies "R" Us
Target
Gap Kids
Kohl's or Mervyn's
Wal*Mart
The Children's Place
JC Penney or Sears
Gymboree
Payless
K-Mart
Stride Rite
Department stores such as Macy's & Bloomingdales
Independently owned specialty stores
0
 
 
On a scale of 1 to 5, with 5 being most important, how important were each of the following for how you chose to spend money on children's shoes in the past year?
1 2 3 4 5
Low prices
Familiar brand names
Popular children’s characters
Quality / durability
Fit and support
Style / fashion / color
 

In general, what type of in-store service did you have at the store where you spent most of your money on children’s shoes?
 
I spent most of my money at self-service children’s shoe stores
 
I spent most of my money at stores with salespeople who knew how to measure children’s feet and bring me product from the backroom
 
I spent most of my money at stores with salespeople who knew in detail the differences among different types of shoes and who helped me choose the perfect shoes for my kid(s)
 
 
At which of the following stores could you see yourself buying children's shoes?
Check all that apply
 
Wonderkids
 
Old Navy
 
Gap Kids
 
IKEA
 
Gymboree
 
The Children's Place

 
 
How many times in the past year did you shop for furniture for your child’s room, such as a desk, bed, chair, table, shelving?
*  
 
1 to 3 times
 
4 to 7 times
 
8 or more times
 
Did not shop
 
 
 
* Roughly how much did you spend in total on children’s furniture in the past year?
   
 
 
Approximately how much did you spend on children’s furniture in the past year at each of the following stores?
 
Kohl's or Mervyn's
Independently owned specialty stores
Target
Pier 1 Kids
Bed, Bath & Beyond
JC Penney or Sears
K-Mart
Babies "R" Us
Bombay Kids
Wal*Mart
Department stores such as Macy's & Bloomingdales
IKEA
Pottery Barn Kids
Toys "R" Us
0
 
 
On a scale of 1 to 5, with 5 being most important, how important have each of the following been for how you spent money last year on children's furniture?
1 2 3 4 5
Style / fashion / color
Familiar brand names
Type of material and finish
Low prices
Safety
Stability and durability
 

In general, what type of in-store service did you have at the store where you spent most of your money on children’s furniture?
 
I spent most of my money at self-service children’s furniture stores
 
I spent most of my money at stores with salespeople who could answer basic questions about the product and who could arrange delivery
 
I spent most of my money at stores with salespeople who could help me with designing a child’s room
 
 
At which of the following stores could you see yourself buying children's furniture?
Check all that apply
 
Gymboree
 
The Children's Place
 
Wonderkids
 
Old Navy
 
Toys "R" Us
 
Gap Kids

 
 
How many times in the past year did you shop for home furnishing items for your child’s room or bathroom, such as sheets, towels, lamps, rugs, window coverings, picture frames?
*  
 
1 to 3 times
 
4 to 7 times
 
8 or more times
 
Did not shop
 
 
 
* Roughly how much did you spend in total on children’s home furnishings (products like sheets, comforters, bath items, wall décor, rugs) in the past year?
   
 
 

Approximately how much did you spend at each of the following retailers on children’s home furnishings in the past 12 months?
Pottery Barn Kids
JC Penney or Sears
Wal*Mart
Target
Bed, Bath & Beyond
Toys "R" Us
Babies "R" Us
Independently owned specialty stores
Kohl's or Mervyn's
K-Mart
Department stores such as Macy's & Bloomingdale's
IKEA
Pier 1 Kids
Bombay Kids
0
 
 
On a scale of 1 to 5, with 5 being most important, how important have each of the following been for how spent money last year on children’s home furnishings in the past year?
1 2 3 4 5
Familiar brand names
Style / fashion / color
Durability and quality
Popular children’s characters
Low prices
The feel of the product
 

In general, what type of in-store service did you have at the place or places where you spent most of your money on children’s home furnishings?
 
I spent most of my money at self-service children’s home furnishings stores
 
I spent most of my money at stores with salespeople who welcomed me into the store and helped me find the product I needed
 
I spent most of my money at stores with salespeople who could help me with designing a child’s room
 
 
At which of the following stores could you see yourself buying children's home furnishings?
Check all that apply
 
Old Navy
 
Toys "R" Us
 
Gap Kids
 
Gymboree
 
Wonderkids
 
The Children's Place

 
 
How many times in the past year did you shop for children's health and beauty products such as lotions, creams, cosmetics?
*  
 
1 to 3 times
 
4 to 7 times
 
8 or more times
 
Did not shop
 
 
 
* Roughly how much did you spend in total on children’s health and beauty products (like lotions, soaps, cosmetics) in the past year?
   
 
 
At which of the following stores could you see yourself buying children's health and beauty products?
Check all that apply
 
Gap Kids
 
Gymboree
 
Toys "R" Us
 
Wonderkids
 
The Children's Place
 
Old Navy

 
 
How many times in the past year did you shop for children’s party supplies, such as cards, table settings, party favors?
*  
 
1 to 3 times
 
4 to 7 times
 
8 or more times
 
Did not shop
 
 
 
Roughly how much did you spend in the past year on children’s party supplies, such as cards, table settings, party favors?
   
 
 
Approximately how much did you spend at each of the following retailers on children's party supplies in the past 12 months?
 
Supermarkets or Drug Stores
Wal*Mart
Target
Toys "R" Us
Independently owned stores
Party City
0
 
 
At which of the following stores could you see yourself buying children's party products?
Check all that apply
 
Old Navy
 
Wonderkids
 
Gap Kids
 
Toys "R" Us
 
Gymboree
 
The Children's Place

 
 
In your opinion, for which age groups does each of the following stores sell children's products today?Check all that apply.
0 to 3 years 4 to 6 years 7 to 9 years 10+ years
Wonderkids
Old Navy
Toys "R" Us
The Children's Place
Gymboree
Gap Kids
 
 


Just For The Record
 

Do you:
Own Rent
 
 

Is that an apartment or house?
Apartment House
 
 

Speaking broadly, is your total annual family income over or under $50,000?
 
Under $50,000
 
Over $50,000
 
Prefer not to answer
 
 

Is that
 
$50-$70,000
 
$70-$100,000
 
$100-$150,000
 
Over $150,000
 
Prefer not to answer
 
 

Is that
 
Under $25,000
 
$20-$30,000
 
$30-$40,000
 
$40-$50,000
 
Prefer not to answer
 
 
 
What is your age?
   
 
 

Your gender?
 
Male
 
Female
 
 

Which of the following categories best describes your ethnic background?
 
Caucasian/White
 
African American
 
Latino/Hispanic
 
Asian
 
Prefer not to answer
 
Other
 
 
 

Are you...
 
Single
 
Married
 
Divorced
 
Separated
 
Widowed
 
Prefer not to answer
 
 

Are you currently...
 
Employed full-time
 
Employed part-time
 
A student
 
A homemaker
 
Not currently employed
 
Retired
 
Prefer not to answer
 
 

How many children under the age of 13 are living in your household?
 
None
 
One
 
Two
 
Three
 
Four or more
 
 
Check all that apply
What are the ages and gender of your children?
 
Boy under 3 years
 
Boy 3-6 years
 
Boy 7-12 years
 
Boy older than 12 years
 
Girl under 3 years
 
Girl 3-6 years
 
Girl 7-12 years
 
Girl older than 12 years

 
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