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Jewelry2004surveyquestionnairedraft (1)
Jewelry2004surveyquestionnairedraft (1)
Jewelry2004surveyquestionnairedraft (1)
Jewelry2004surveyquestionnairedraft (1)
Jewelry2004surveyquestionnairedraft (1)
Jewelry2004surveyquestionnairedraft (1)
Jewelry2004surveyquestionnairedraft (1)
Jewelry2004surveyquestionnairedraft (1)
Jewelry2004surveyquestionnairedraft (1)
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Jewelry2004surveyquestionnairedraft (1)

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  • 1. Sample: Representative sample of adults 18-70 years old; 500 completes.Standard demographics.Qualifying Question1. In the past 12 months, since September 2003 to August 2004, have you personallypurchased any fine jewelry or costume jewelry, including fine watches or costumewatches?Y/N (NO- disqualified)About Last Purchase2. Thinking about your last jewelry purchase, was your purchase made: As a gift For yourself3. Did you purchase more than one jewelry item during your last purchase? Y/N (If Yes, say “For the following questions about your last item purchased, pleasereport only on the most expensive item that you bought.)4. What kind of jewelry did you purchase? 1. Woman’s Fine Jewelry or Fine Watch, defined as jewelry made from precious or semi-precious stones and/or 14K and above gold, sterling silver or platinum 2. Woman’s Costume or Fashion Jewelry or Costume Watch, defined as jewelry made from base metal, plastic, wood or other non-precious material, with sterling or gold plate and/or man-made stones, such as CZ’s. 3. Men’s Fine Jewelry or Fine Watch 4. Men’s Costume or Fashion Watch of Costume Watch[If Women’s Fine Jewelry, ask…]4a. What type of Womans Fine Jewelry did you purchase? (Please check all that apply- If "none," please indicate "none of the above") (Please check type of jewelry andmaterial of composition.1-Ring2-Necklace3-Bracelet4-Earring5-Pin/Brooch6-Bridal Jewelry7-Charms8-Watch9-Other Womens Fine JewelryJewelry Survey Questionnaire, Draft 9/15/2004 1
  • 2. 10-None of the aboveWhat is the material or composition of the last Woman’s fine jewelry item purchased?For example, if you bought a platinum diamond ring with sapphire stones, you wouldindicate "Platinum," "Diamond," and "Semi-Precious Stones." (Please check all thatapply - If "none," please indicate "none of the above")Metals:1-Fine gold jewelry (e.g. 14k and above, not gold plate)2-Fine platinum jewelry3-Fine sterling silver jewelry4-Gold plate, gold filled or vermeil5- Other, not known6-None of the aboveGemstones: (Please check all that apply - If "none," please indicate "none of the above")1-Diamond jewelry2-Pearl jewelry3-Other precious gemstone jewelry (such as emeralds, sapphires, rubies, etc.)4-Semi-precious gemstone jewelry (such as opals, topaz, amethyst, etc.)5-Other/Not Known6-No Gemstores/None of the above[If Women’s Costume Jewelry, ask…]4b. What type of Womans Costume or Fashion Jewelry did you purchase? (Pleasecheck all that apply - If "none," please indicate "none of the above")1-Ring2-Necklace3-Bracelet4-Earring5-Pin/Brooch6-Charm7-Watch8-Other Womens Costume Jewelry9-None of the above[If Men’s Fine Jewelry, ask…]4c. What type of Men’s Fine Jewelry did you purchase? (Please check all that apply - If"none," please indicate "none of the above") ? (Please check type of jewelry andmaterial of composition.1-Ring2-Necklace3-Bracelet4-Tie Tack/Bar5-Cuff Links6-Bridal JewelryJewelry Survey Questionnaire, Draft 9/15/2004 2
  • 3. 7-Watch8-Other Mens Jewelry9-None of the aboveWhat is the material or composition of the last Men’s jewelry item purchased? Forexample, if you bought a platinum diamond ring with sapphire stones, you would indicate"Platinum," "Diamond," and "Semi-Precious Stones." (Please check all that apply - If"none," please indicate "none of the above")Metal:1-Fine gold jewelry (e.g. 14k and above, not gold plate)2-Fine platinum jewelry3-Fine sterling silver jewelry4-Gold plate, gold filled or vermeil5-Other/Not Known6-None of the aboveGemstones: (Please check all that apply - If "none," please indicate "none of the above")1-Diamond jewelry2-Pearl jewelry3-Other precious gemstone jewelry (such as emeralds, sapphires, rubies, etc.)4-Semi-precious gemstone jewelry (such as opals, topaz, amethyst, etc.)5-Other/Not Known6-No Gemstones/None of the above[If Men’s Costume Jewelry, ask…]4d. What type of Men’s Costume Jewelry did you purchase? (Please check all thatapply - If "none," please indicate "none of the above")1-Ring2-Necklace3-Bracelet4-Tie Tack/Bar5-Cuff Links6-Bridal Jewelry7-Watch8-Other Mens Jewelry9-None of the above5. How much did you spend on your last jewelry item purchased? (For multiple itemspurchased most recently, please report the most expensive single item purchased)1-Under $502-$51-$1003-$101-$2494-$250-$4995-$500-$9996-$1,000-$2,4997-$2,500-$4,999Jewelry Survey Questionnaire, Draft 9/15/2004 3
  • 4. 8-$5,000-$9,9999-$10,000-$24,99910-$25,000 or more6. Was the last jewelry item purchased bought on sale or at a discount off the list price? Y/N7. What were the primary reasons why you bought the last jewelry item? (Check up tothree reasons) 1- Price/Value Relationship 2- Style and Design 3- Favorite Gemstone or Color of Gemstone 4- Excellent Quality 5- Favorite Metal or Color of Metal 6- Matches a Particular Outfit 7- For a Special Occasion 8- Perfect Gift 9- Discounted Price 10- Favorite Brand or Designer 11- Replace a Worn Out/Lost Item 12- Custom Design 13-Other Reasons not mentioned above8. How satisfied were you with your most recent jewelry item purchased?1-Very Satisfied2-Somewhat Satisfied3-Neither Satisfied or Dissatisfied4-Somewhat Dissatisfied5-Very Dissatisfied9. In what kind of store did you purchase your last jewelry item?1-Department Store, such as Sears, JC Penney, Neiman Marcus, Bloomingdales, etc.2-Specialty Fashion Shop or Boutique, such as Gap, Banana Republic, Limited, Chicos,etc.3-Independently or Locally-Owned Jewelry Store4-Chain Jewelry Store, such as Zales, Kay’s, Bailey Banks & Biddle, Tiffany’s, etc.5-Duty-free store6-Other Specialty Luxury Shop or Boutique7-Warehouse Club, Outlet Store, and/or Discount Store8-Through Internet, Mail Order or TV Shopping9-Other Types of Stores Not Listed Above10-None of the aboveJewelry Survey Questionnaire, Draft 9/15/2004 4
  • 5. 10. Before making this last jewelry purchase, did you shop around to compare items andprices? Y/N11. What were the primary reasons why you made your most recent purchase at thisstore? (Check up to three reasons)1-Helpfulness of Staff/Attention to My Needs2-Convenience of Store3-Quality of Merchandise4-Brands carried5-Wide Selection of Merchandise6-Good Prices for Merchandise7-Knowledge of Sales Staff/Information Provided8-Trust in the Store9-Place where I like to shop for other things besides jewelry10-Pleasant environment for shopping11-Other Reasons Not Mentioned Above12. How satisfying was your most recent jewelry shopping experience?1-Very Satisfying2-Somewhat Satisfying3-Neutral4-Somewhat Dissatisfying5-Very DissatisfyingAbout Last Year’s Jewelry Purchases13. Thinking about all your jewelry purchases in the past year, approximately how manyof the following types of jewelry did you buy? 13a. Woman’s Fine Jewelry and/or Fine Watches 13b. Women’s Costume or Fashion Jewelry and/or Costume Watches 13c. Men’s Fine Jewelry and/or Fine Watches 13d. Men’s Costume or Fashion Jewelry and/or Costume Watches1-1 only2- 23-34-45-56-67-78-89-910-1011-11 to 1512-16 to 20Jewelry Survey Questionnaire, Draft 9/15/2004 5
  • 6. 13-21 to 2514-26 or more15-None14. Approximately how much in total did you spend buying these kinds of jewelry in thepast year? 14a. Woman’s Fine Jewelry and/or Fine Watches 14b. Women’s Costume or Fashion Jewelry and/or Costume Watches 14c. Men’s Fine Jewelry and/or Fine Watches 14d. Men’s Costume or Fashion Jewelry and/or Costume Watches1-Under $1002-$101-$2493-$250-$4994-$500-$9995-$1,000-$2,4996-$2,500-$4,9997-$5,000-$9,9998-$10,000-$24,9999-$25,000-$50,00010-More than $50,00011-None15. Thinking about all your jewelry purchases in the past year, approximately how manyof your purchases were gifts to be given to someone else?1-Almost all/all (90-100%)2-Some/Many (Around 75%)3-About half (50%)4-Very few (Around 25%)5-Almost none/none (10% to none)16. In what kind of stores did you make your jewelry purchases in the past year? (Checkall that apply)1-Department Store, such as Sears, JC Penney, Neiman Marcus, Bloomingdales, etc.2-Specialty Fashion Shop or Boutique, such as Gap, Banana Republic, Limited, Chicos,etc.3-Independently or Locally-Owned Jewelry Store4-Chain Jewelry Store, such as Zales, Kay’s, Bailey Banks & Biddle, Tiffany’s, etc.5-Duty-free store6-Other Specialty Luxury Shop or Boutique7-Warehouse Club, Outlet Store, and/or Discount Store8-Through Internet, Mail Order or TV Shopping9-Other Types of Stores Not Listed Above10-None of the aboveJewelry Survey Questionnaire, Draft 9/15/2004 6
  • 7. 17. In the past year, which of these stores did you shop for jewelry in? (Check all thatapply)Jewelry Stores1-Zales2-Kays3-Tiffany’s4-Whitehall5-Gordons6-Bailey Banks & Biddle7-Mayors8-Michael Anthony Jewelers9-Fossil10-Friedmans11-Cartier12-Harry Winston13-Reeds Jewelers14-Jareds15-Swatch16-Lundstrom17-Fortunoffs18-Fred Meyers19-Littman Jewelers20-Jewelry Exchange21-Other Jewelry StoreDepartment Stores1-JC Penneys2-Sears3-Macy’s4-May Department Stores5-Dillard’s7-Bloomingdales8-Neiman Marcus9-Nordstroms10-Other Department StoreFashion & Clothing Stores1-Gap2-Banana Republic3-The Limited4-Chicos5-Talbots6-Other Fashion or Clothing StoreDiscount Stores1-Wal-Mart2-Target3-Kmart4-Sam’s ClubJewelry Survey Questionnaire, Draft 9/15/2004 7
  • 8. 5-Costco6-Kohls7-TJ Maxx8-Marshal’s9-Other Discount StoreTelevision/Mail Order/Internet1-QVC2-HSN3-Ross-Simons4-NBC Shop5-Blue Nile.com6-Amazon.com5-Other Television/Mail Order Soure18. When chosing a store to shop for jewelry and/or watches, how important are thesefactors, using a scale where 1=Very Important to 5-Not Important 1-Very Important 2-Somewhat Important 3-Neither Important/Unimportant 4-Somewhat Unimportant 5-Not Important18a. Helpfulness of Staff/Attention to My Needs18b. Convenience of Store18c. Quality of Merchandise18d. Brands Carried18e. Wide Selection of Merchandise18f. Good Prices for Merchandise18g. Knowledge of Sales Staff/Information Provided18h. Trust in the Store18i. Place where I like to shop for other things besides jewelry18j. Pleasant environment for shoppingTrends19. In the coming year, I do you expect to spend more than, less than or the same buyingjewelry?1-More than2-About the same3-Less thanAttitudinals20. Please check how strongly you agree or disagree with the following statements, usinga scale where 1=Strongly Agree; 2=Somewhat Agree; 3=Neither Agree or Disagree;4=Somewhat Disagree; 5=Strongly DisagreeJewelry Survey Questionnaire, Draft 9/15/2004 8
  • 9. 20a. Jewelry is the best gift to buy when you want to make a statement about how youfeel about another person.20b.Costume jewelry is always less expensive than fine jewelry.20c. I am more careful to comparison shop when purchasing a piece of fine jewelry thanwhen purchasing costume jewelry.20d. Fine jewelry is to be worn mostly for special occasions, while costume jewelry isappropriate almost anytime.20e. You can tell the difference between fine jewelry and costume because fine jewelryhas a luster and character that costume jewelry does not.20f. When I buy fine jewelry, I feel that I am getting a piece of jewelry that has long-lasting value and can be passed down to my children or grandchildren.20g. I often buy jewelry on the spur of the moment if I see something that you like.20h. I feel uncomfortable buying a piece of jewelry if you cannot see it, hold it, and try iton in person.20i. When I buy a piece of jewelry, it must be made of only the finest materials andcrafted to the highest standards, even if I have to pay more for it.20j. Most jewelry at retail is overpriced, so I usually look for sales or discounts before Ibuy.20k. When I buy jewelry for myself, I think of it as a special gift to myself as a reward.20l. Fine jewelry is too expensive, so I mostly buy costume jewelry for myself.20m. I prefer to buy and own costume jewelry because I dont have to worry about losingit or it being stolen.20n. Whenever I dress up for work or other "dressy" occasions, I like to accessorize myclothes with carefully chosen pieces of jewelry.Jewelry Survey Questionnaire, Draft 9/15/2004 9

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