Springdale Shopping Survey*

The major shopping areas in the community of Springdale include Springdale Mall, West Mall, and the downtown area on Main Street. A telephone survey has been conducted to identify strengths and weaknesses of these areas and to find out how they fit into the shoppingactivities of local residents. The 150 respondents were also asked to provide information about themselves and their shopping habits. The data are provided in the file SHOPPING. The variables in the survey were as follows:

A. HowOftenRespondent ShopsatEachArea(Variables 1–3)

1. SpringdaleMall / 2. Downtown / 3. WestMall
6ormoretimes/wk. / (1) / (1) / (1)
4–5times/wk. / (2) / (2) / (2)
2–3times/wk. / (3) / (3) / (3)
1time/wk. / (4) / (4) / (4)
2–4times/mo. / (5) / (5) / (5)
0–1times/mo. / (6) / (6) / (6)

B.HowMuchtheRespondentSpendsduringaTriptoEachArea(Variables 4–6)

4. SpringdaleMall / 5. Downtown / 6. WestMall
$200ormore / (1) / (1) / (1)
$150–under$200 / (2) / (2) / (2)
$100–under$150 / (3) / (3) / (3)
$ 50–under$100 / (4) / (4) / (4)
$ 25–under$50 / (5) / (5) / (5)
$ 15–under$25 / (6) / (6) / (6)
lessthan$15 / (7) / (7) / (7)

C.GeneralAttitude towardEachShoppingArea(Variables 7–9)

7. SpringdaleMall / 8. Downtown / 9. WestMall
Likeverymuch / (5) / (5) / (5)
Like / (4) / (4) / (4)
Neutral / (3) / (3) / (3)
Dislike / (2) / (2) / (2)
Dislikeverymuch / (1) / (1) / (1)

D. WhichShoppingAreaBestFitsEachDescription(Variables 10–17)

Springdale
Mall / Downtown / West
Mall / No
Opinion
10. Easytoreturn/exchangegoods / (1) / (2) / (3) / (4)
11. Highqualityofgoods / (1) / (2) / (3) / (4)
12. Lowprices / (1) / (2) / (3) / (4)
13. Goodvarietyofsizes/styles / (1) / (2) / (3) / (4)
14. Salesstaffhelpful/friendly / (1) / (2) / (3) / (4)
15. Convenient shopping hours / (1) / (2) / (3) / (4)
16. Cleanstoresandsurroundings / (1) / (2) / (3) / (4)
17. Alotofbargainsales / (1) / (2) / (3) / (4)

E.ImportanceofEach IteminRespondent’sChoiceofaShoppingArea(Variables18–25)

Not Very

Important Important

F.InformationabouttheRespondent (Variables 26–30)

26. Gender: (1)=Male (2)=Female

27. Numberofyearsofschoolcompleted:

(1)=lessthan8years (3)=12–under16years

(2)=8–under 12years (4)=16yearsormore

28. Maritalstatus:(1)=Married (2)=Singleorother

29. Numberofpeopleinhousehold: persons

30. Age: years

Each respondentin this databaseisdescribed by 30variables. Asanexample oftheir interpretation,considerrownumber1.Thiscorrespondstorespondentnumber 1and contains the followinginformation.

Variablenumber 6=7.The respondentusuallyspends lessthan $15whenshe

shopsatWestMall.

Variablenumber 26=2. Therespondentisafemale.

5556774441131111167765667232421

Variablenumber 1=5.

TherespondentshopsatSpring- daleMall2–4times/month.

Variablenumber 19=7. Respondentbelieves“highquality ofgoods” isveryimportantin choosingashopping area.

*Source:MaterialsforthiscasehavebeenprovidedcourtesyofTheArchimedesGroup, Indiana,PA.Dataarebasedonactual responsesobtainedtothis subsetofthequestions included inthesurvey;townandmallidentities havebeendisguised as well as a number of responses were updated.