MARKETING ANALYSIS AND SPSS

Introduction

Q1 SELECTING AND BUYING PAINT FOR YOUR HOME Senior Marketing majors at the University of Dayton invite you to participate in this survey about selecting and buying paint for the interior and exterior of your home.  This research is being conducted as part of our final capstone marketing strategy project, so your responses are very valuable to us.     This survey should take between 10 and 15 minutes to complete.  When you reach the bottom of a page, click on the arrows ">>" to move to the next set of questions.    Your responses are anonymous and will be kept confidential. If you have any questions about the survey, its purpose, or its legitimacy, please call Professor Randy Sparks at the University of Dayton, (937) 229-2027 or send an email to [email protected].   Thank you for your participation in this important research project.

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Screening Questions

Q2 Do you, or does any member of your family, work for any of the following types of companies?  Please select all that apply.

A marketing research company (1)

An advertising agency (2)

A mass retailer (such as Home Depot, Lowe’s, Walmart) (3)

A painting contractor (4)

An electronic products retailer (such as Best Buy, etc.) (5)

A manufacturer or distributor of paints (6)

A manufacturer or distributor of electronic products (7)

None of the above (8)

Skip To: End of Block If Q2 = An advertising agency (2)

Skip To: End of Block If Q2 = A marketing research company (1)

Skip To: End of Block If Q2 = A mass retailer (such as Home Depot, Lowe’s, Walmart) (3)

Skip To: End of Block If Q2 = A painting contractor (4)

Skip To: End of Block If Q2 = A manufacturer or distributor of paints (6)

Q3 For classification purposes only, what is your age?  Please enter a whole number.

________________________________________________________________

Skip To: End of Block If

Q4 Are you responsible for actually painting, or arranging for someone else to paint, the interior walls or the exterior of your home?  Please select one response in each row.

Skip To: End of Block If Q4 = Exterior of home (2)

Q5 Have any of the interior walls or the exterior of your home been painted in the past two years?  Please select one response in each row.

Skip To: End of Block If Q5 = Exterior of home (2)

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Initial Questions

Q6 Which of the following best describes the home you live in now?

A single family home. (1)

A home in a multi-family unit or complex. (2)

Other (please describe) (3) ________________________________________________

Q7 Which of the following describes the ownership of this home?

Own (1)

Rent (2)

Other (please describe) (3) ________________________________________________

Q8 Regarding the paint on your home's interior walls, which statement best describes the current variety of colors?

The painted walls of my home are all painted with neutral colors (including whites). (1)

The painted walls of my home are mostly neutral colors (including whites) but are accented with bright or vivid colors. (2)

The painted walls of my home are a mixture of neutral (including whites) and vivid colors. (3)

The painted walls of my home are all or mostly all painted in bright or vivid colors. (4)

Q9 Regarding the paint on your home's exterior, which statement best describes the current variety of colors?

The exterior of my home is entirely painted with neutral colors (including whites). (1)

The exterior of my home is mostly neutral colors (including whites) but is accented with bright or vivid colors. (2)

The exterior of my home is a mixture of neutral (including whites) and vivid colors. (3)

The exterior of my home is all or mostly all painted in bright or vivid colors. (4)

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Most Recent Home Painting Project

Q10 Think back to the most recent home painting project you undertook, whether interior or exterior.  The next few questions pertain to that specific painting project.  If you do not remember details clearly, that's fine.  Just answer to the best of your recollection. Was this project primarily an interior painting project or an exterior painting project?  Please select one of the following options.

Primarily an interior painting project (1)

Primarily an exterior painting project (2)

Q11 Using the scale below, approximately how much paint was used for this painting project?

1 gallon of paint or less (1)

2 to 6 gallons of paint (2)

7 to 12 gallons of paint (3)

13 to 18 gallons of paint (4)

More than 18 gallons of paint (5)

Q12 Did you hire a painting professional to do any of the work on this project?

Yes, for all of the work (1)

Yes, for some of the work (2)

No, did not hire a painting professional (3)

Q13 When it comes to buying household paint, who typically decides each of the following?  Please select one response per row.

Q14 To what extent did anyone listed below influence any selections you made for this painting project?  Please select a scale value, ranging from 1, no influence, to 5, a great deal of influence, for each row.

Q15 How many trips in total were made to a paint, hardware, or home improvement store by those involved with this painting project (i.e., get color samples, price paint, etc.)

None (1)

about 1 or 2 times (2)

about 3 or 4 times (3)

5 or more times (4)

Do not know (5)

Q16 Paint companies and retailers offer a wide variety of online resources to help consumers with painting projects.  Examples of these online resources include tools to select colors, compare prices, learn how to paint, and create virtual images of your home.  We are interested in how extensively you used these online tools for each of the following activities associated with your most recent painting project.  

Q17 What brand or brands of paint were used for this project?  Check all brands that were used.

Behr (1)

Benjamin Moore (2)

Glidden (3)

Sherwin Williams (4)

Valspar (5)

Other (please specify) (6) ________________________________________________

Do not remember (7)

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Perceptions of Value and Use

Q18 Thinking of the following brands of paint, we'd like to know your opinion of the value of each of those brands.  That is, what is your opinion of the paint's quality relative to its price?

Q19 Paint companies and retailers offer one-on-one, expert service in their stores and offer a wide variety of online resources and virtual tools to assist you.   For each of the following activities associated with painting projects,  indicate the extent to which you would find in-store services or online resources and virtual tools more helpful than the other.  

Q20 Suppose you're looking at paint colors on a digital device (smartphone, computer, or tablet).  How confident are you that the digital device accurately displays the colors you're viewing?  Please answer for each device according to the scales below.

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BOPIS

Q21 Many retailers are developing ways for customers to select and pay for items online and then pick up their purchases at the retail store.  This is called "BOPIS" (Buy Online Pickup In Store).  We'd like to ask you a few questions about your opinion of BOPIS.

Q22 Regarding your use of BOPIS to make a purchase, how many times in the past year have you selected and paid for a purchase online and then picked it up at a retail store?

Never (1)

1-2 times (2)

3-4 times (3)

5 or more times (4)

Skip To: Q25 If Q22 = Never (1)

Q23 In the past year, from what types of retailers have you made BOPIS purchases?  Select all that apply.

Grocery stores or supermarkets (1)

Home improvement stores (2)

Clothing or shoe stores (3)

Home furniture stores (4)

Consumer electronics stores (5)

Cellular, cable, or satellite providers (6)

Other (please specify) (7) ________________________________________________

Q24 Have any of these BOPIS purchases been for household paint?

Yes (1)

No (2)

Q25 Thinking about using BOPIS to purchase paint and other painting supplies for future home projects, how useful would BOPIS be to you?

Q26 In order to encourage you to use BOPIS to make a purchase, a retailer might include the features listed below on its website .  Arrange these features in order from number 1, the feature that would have the most positive influence on your use of BOPIS, through number 8, the feature that would have the least amount of influence on your use of BOPIS.  To change the order of features, click on a feature and then move it up or down.

______ Positive online reviews of BOPIS (1)

______ Easy to use online purchasing process (2)

______ Readily available online chat (3)

______ Direct links to social media sites like Pinterest, Youtube, Instagram, or Facebook (4)

______ Online content that provides all the information needed to make a decision (5)

______ Online tools that make it easy to compare alternatives (6)

______ Virtual reality tools that customize each alternative for you (7)

______ Price discounts (8)

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Descriptive Characteristics

Q27 Finally, we'd like to know more about you, your feelings about home improvement projects, and your use of digital devices.

Q28 When thinking about your own skills and abilities to start and complete a project painting the interior walls of your home, which of the following statements best describes you?

I don't have the skills and abilities to complete an interior home painting project. (1)

I have the skills and abilities to complete a small and simple interior home painting job. (2)

I have the skills and abilities to complete a moderately sized interior home painting job. (3)

I have the skills and abilities to complete a large and complicated interior home painting job. (4)

Q29 When thinking about your own skills and abilities to start and complete a project painting the exterior of your home, which of the following statements best describes you?

I don't have the skills or abilities to complete an exterior home painting project. (1)

I have the skills and abilities to complete a small and simple exterior home painting job. (2)

I have the skills and abilities to complete a moderately sized exterior home painting job. (3)

I have the skills and abilities to complete a large and complicated exterior home painting job. (4)

Q30 Within your skills and abilities, in general, how much do you enjoy taking on home improvement projects?

Do not enjoy at all. (1)

Enjoy a little. (2)

Enjoy a moderate amount. (3)

Enjoy a great deal. (4)

Q31 How frequently do you engage in the following?

Q32 How frequently do you use the following digital devices at home?

Q33 When thinking about your use of digital devices, which of the following statements best describes you?

Poor. I often encounter difficulties using one or more of my digital devices. (1)

Fair. I easily perform some of the functions provided by one or more of my digital devices. (2)

Good. I easily perform many of the functions provided by one or more of my digital devices. (3)

Excellent. I encounter very few problems performing any task on my digital devices. (4)

Q34 What is your gender?  

Male (1)

Female (2)

Prefer not to answer (3)

Q48 Select the range that includes your household's total annual income.

Less than $50,000 (1)

$50,000 to $150,000 (2)

$151,000 to $250,000 (3)

More than $250,000 (4)

Prefer not to answer (5)

Q35 Please indicate your highest level of education.

High School Degree (1)

Some College (2)

College Degree (3)

Graduate Degree (4)

None of the above (5)

Prefer not to answer (6)

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