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  2. 2005
  3. September
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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
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
When it comes to children’s products, I need to see many different options before I find the right ones to buy
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 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
If my kids want it, I get it for them
I consider prices very carefully before I buy children’s products
I buy new things for my kids or their rooms more often than other moms
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
 
 
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?
Toys "R" Us or Babies "R" Us
K-Mart
The Children's Place
Gymboree
Wal*Mart
Old Navy
Independently owned specialty stores
Gap Kids
Department stores such as Macy's & Bloomingdales
Kohl's or Mervyn's
Target
JC Penney or Sears
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
Clothing that had characters like Spiderman or Powerpuff Girls on it
Basic styling, no-frills children’s clothing
Children’s clothing with a more classic style
Children’s clothing that was more trendy and fashionable
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 their age
 
I mostly bought clothing last year in which kids look like “little adults”
 
 
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?
Wal*Mart
Target
K-Mart
JC Penney or Sears
Independently owned specialty stores
Toys "R" Us
Babies "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 on toys in the past year?
1 2 3 4 5
Low prices
Familiar brand names
Play value
Popular children’s characters
Quality / durability
Educational value
 
 
At which of the following stores could you see yourself buying toys?
Check all that apply
 
Gymboree
 
Gap Kids
 
Old Navy
 
The Children's Place
 
Wonderkids
 
IKEA

 
 
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?
Independently owned specialty stores
Gap Kids
Wal*Mart
K-Mart
Stride Rite
JC Penney or Sears
Gymboree
Kohl's or Mervyn's
Target
The Children's Place
Department stores such as Macy's & Bloomingdales
Babies "R" Us
Payless
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
Familiar brand names
Popular children’s characters
Quality / durability
Fit and support
Style / fashion / color
Low prices
 

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
 
Gymboree
 
IKEA
 
Wonderkids
 
The Children's Place
 
Old Navy
 
Gap Kids

 
 
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?
 
Bombay Kids
Kohl's or Mervyn's
K-Mart
Target
Pottery Barn Kids
JC Penney or Sears
IKEA
Independently owned specialty stores
Bed, Bath & Beyond
Babies "R" Us
Wal*Mart
Toys "R" Us
Department stores such as Macy's & Bloomingdales
Pier 1 Kids
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
Type of material and finish
Stability and durability
Familiar brand names
Safety
Low prices
 

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
 
The Children's Place
 
Wonderkids
 
Gap Kids
 
Gymboree
 
Old Navy
 
Toys "R" Us

 
 
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?
JC Penney or Sears
Bombay Kids
Toys "R" Us
Department stores such as Macy's & Bloomingdale's
Independently owned specialty stores
Target
Pier 1 Kids
Babies "R" Us
Kohl's or Mervyn's
Pottery Barn Kids
IKEA
Wal*Mart
K-Mart
Bed, Bath & Beyond
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
Durability and quality
Popular children’s characters
Style / fashion / color
Familiar brand names
The feel of the product
Low prices
 

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
 
The Children's Place
 
Wonderkids
 
Gymboree
 
Old Navy
 
Toys "R" Us
 
Gap Kids

 
 
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
 
Old Navy
 
Toys "R" Us
 
The Children's Place
 
Gap Kids
 
Wonderkids
 
Gymboree

 
 
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?
 
Independently owned stores
Party City
Toys "R" Us
Supermarkets or Drug Stores
Target
Wal*Mart
0
 
 
At which of the following stores could you see yourself buying children's party products?
Check all that apply
 
The Children's Place
 
Wonderkids
 
Gymboree
 
Old Navy
 
Toys "R" Us
 
Gap Kids

 
 
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
The Children's Place
Toys "R" Us
Old Navy
Gap Kids
Gymboree
Wonderkids
 
 


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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