2. University of Northern Iowa
MR 3116 - Intro to Marketing Research
Professor Anne Britson
December 7, 2015
Emily Adam
Ella Crowhurst
Jennifer Hubbell
Stacie Kincade
Madison Sietsema
4. 2
Executive Summary
The shift from brick and mortar shopping to online shopping has increased exponentially
over the last decade. For this reason, Twirl would like to increase its online existence pertaining
to its online store, social media and personal shopping service, Twirl Trunks. Twirl would also
like to have a better understanding for who their target market is. Our main objectives within this
report will be to identify who Twirl’s target market is, expand their online presence, and elevate
their personal shopping service, Twirl Trunks. We have gathered our data from various sources
including interviews, secondary research and by distributing surveys.
In our secondary research we found that most women’s social media usage, reason for
use and preference is highly dependent on their age. Most women between the ages of 35 and 45
have a tendency to utilize social media as a source when researching products and seeking out
promotions. This group of women also prefers sites such as Facebook over all other sites. In
contrast, women ages 25 to 34 enjoy sharing purchases made over social media sites, such as
Twitter or Instagram. Another finding highlighted the different aspects that entice women to
shop online and utilize personal shopping. The majority of women value shopping online
because of its convenience, service, and wide selection it has to offer. Women also enjoyed
personal shopping services for similar reasons and because they liked the personalized
experience.
For our qualitative research we conducted a total of 10 interviews of women between the
ages of 23 and 43. Within these interviews we found that one of the reasons many women like
online shopping is because of the time it saves them and the convenience it offers. On the other
hand, women seem to be most displeased by the return process associated with online shopping.
Specifically, the idea of garments not fitting correctly and the process of returning the items. We
5. 3
discovered that the utilization of Pinterest when coordinating outfits was popular and that some
women actually used Pinterest to check out new inventory in stores. It was also stated that Twirl
might want to expand on its current inventory. A few women disclosed that they had visited the
store, but that it didn’t have anything that made it standout from the other stores located on Main
Street.
For our quantitative research we sent out surveys and were able to get 181 responses.
Within this sample, we segmented our data into five different age categories—18-24, 25-30, 31-
40, 41-45 and 46+.From these response we were able to see that most women value ‘better deals’
as the highest importance over other factors relating to online shopping. We found out that
Facebook was the most commonly used social media site within this target market and that many
people most likely haven’t been to Twirl because they haven’t heard of it. Our results regarding
Twirl Trunks also stated that many people have never heard of the service.
After reviewing the gathered research, we recommend that Twirl implement a few
strategic changes in order to grow their consumer base and awareness for the store. We
recommend that Twirl add a size chart, specifically for pants, onto their store website to help
customers to feel more at ease when shopping online. It would also be smart for Twirl to begin
regularly posting on social media sites to bring awareness and knowledge of promotions within
the store. Twirl Trunks could stand out to customers by offering more personalized approaches,
such as a note within every trunk displaying custom recommendations for each user. Lastly, a
broader variety of inventory could draw potential customers into the store. Many women
mentioned this within our interviews and we think this would be something important to
consider.
6. 4
Introduction
In the last decade, consumer buying habits have greatly shifted. There is now less of a
need to make in-store purchases when customers have the ease of doing it from their home. This
change in habit stems from innovations in technology and the growing use of different social
media sites.
Twirl is a boutique located in Cedar Falls, Iowa, that specializes in selling women’s
apparel. Currently, Twirl is in the process of expanding their online presence, but would like to
have a better grasp for who their target market is before continuing expansion. Our main
objectives within our research are to define Twirl’s target market and discover the appropriate
social media channels to effectively reach them, thus further expanding their online presence.
We also aim to find more effective methods to promote Twirl’s featured service, Twirl Trunks,
to their target market. Through these findings we hope to gain consumer awareness of the store,
increase sales and grow the startup service, Twirl Trunks.
7. 5
Secondary Research
When our team first began gathering data for Twirl boutique, we decided our key focuses
would be growing online presence, expanding inventory in the store and having an accurate
understanding of who our target market is. We have divided our secondary research into four
different focal points--social media usage, small business marketing strategies, online shopping,
and personal shopping. These are important components because they reassess the information
we gathered in our primary research and help to answer our key research questions.
As technology expands, so do different social media outlooks. Social media usage has
had a steady incline in the last decade and is expected to increase even more in the near future.
This information is important because it affects how different demographics utilize these sites
when making purchasing decisions and how those decisions impact merchants.
Because we believe our target market to be women between the ages of 25 and 45, our
data is split into two different generations--generation x and millennials. This is interesting
because the implementation and usage of social media vary greatly between these two
subcultures. Generation X consists of people born between the years 1965 and 1980--roughly
half of our target market (Millennial, Gen. X, Boomer Share Similarities, 2015). This generation
was the first generation to incorporate social media. Because of this, approximately 65% use
Facebook monthly, 30% utilize Pinterest, and Twitter usage is forecasted to reach 20% of this
generation within the next two years (Fox, 2014). The primary reason for incorporating social
media within this generation is to receive promotional offers and to show support for their
favorite brands (Scarborough, 2012). This generation is unique because although they primarily
utilize social media as a source for promotions, they’re also more likely to use it as a source of
research before making purchases in contrast to other generations. Sharing product reviews and
8. 6
engaging with brands via social media is another common attribute within this group (Loechner,
2014). Comparatively, millennials (roughly anyone born after 1981) will read reviews about
products on social media sites, but rarely write them. Only 36% of millennials use social media
to interact with brands of interest, while 67% will like/follow their favorite brands on social
media (Marketing to Millenials, 2015). While Facebook is the most popular social networking
site amongst generation x, millenials would rather use Pinterest, Twitter or Instagram. One of the
primary reasons for millennials to use social media is to share with other users--over 70% of
millennial women use social media to share new purchases (Millennial, Gen. X, Boomer Share
Similarities, 2015).
The best way for Twirl to boost their social media presence between both of these
generations of women is to begin catering to their separate needs. Since generation x is centered
around consuming information, Facebook should be implemented as a source regarding the store
and different promotional offerings. In contrast, millennials will want to share information with
their friends and family. Because millennials use Twitter more than they use Facebook, Twitter
should be used to tweet information so that millennials can obtain it and then share it. Both
generations could be reached with Instagram through the use of contests, where users could share
pictures with others (thus marketing Twirl) in order to win.
In general, the retail market focuses on a combination of value, convenience, service and
selection. It is this combination that ultimately decides whether or not a company is successful or
not. Top retailers (L.L Bean, Kohls, Nordstrom, Macys, JCPenney, and Target) are successful
because they “offer a wide selection of quality and unique merchandise at affordable prices” and
they actively grow their consumer base by, “being innovative when it comes to multiple
9. 7
marketing channels and connecting with target audiences” (What’s Working?, 2015). This is
important information, especially to small business owners of a retail company.
For small business owners, markets can be expanded by implementing innovative
strategies. Geo targeting is a new form of technology that will help to accomplish this. Based on
a person’s location, geo targeting can deliver content specific to a consumer’s needs. It works by
picking up a potential customer’s location (usually on a mobile device) and then deciding what
type of content to be delivered based on the ‘adwords’ a customer types. In the past, this type of
software would have been too expensive for a small business to consider, but due to affordable
and quick technology it can now be utilized by most merchants. (Beswick-Bryant, 2015).
Another suggested innovative strategy for small businesses, is to make innovations
according to customer needs that are representative within the company. For example, a
company producing automotive parts wouldn’t want to start producing women’s beauty
products, it wouldn’t make sense to customers or the brand’s initial mission statement. Instead
they would want to implement a feature that associated with their company and accurately
portrayed the business (Young Entrepreneur Council, 2014). Twirl could implement an
innovation, thus expanding to it’s market by producing an additional service fitted to its
customers needs. One example of this might be to include custom tailoring of pants to customers.
This new feature would draw in new customers, while increasing existing customer’s
appreciation for the store.
One theme that we wanted to explore in relation to Twirl Boutiques Twirl Trunks was
(online) personal shopping. Twirl’s expansion into this aspect of online shopping is a very smart
way for them to expand their online business. In our research it was found that “52% of buyers
expect at least half of their purchases to be made online in three year’s time” and many
10. 8
businesses are looking for a way to keep a personal connection with their consumers going
(Progressive Digital Media Technology News, 2014). In the past personal shopping hasn’t been
something that has been readily available to the general public, but with everyday shopping
moving online, retailers are beginning to bring it into action. Personal shopping facilitates the
idea of building a personal relationship with consumers, in other words “to have a sales associate
who knew you and your family” (Jackson, 2015). In our research, we found that many businesses
that offer online personal shopping try to expand beyond the basic survey by asking about other
aspects of the customer’s life. Some examples include “What grade are her kids in?” or “What
activities does she like to do with her family?” (Jackson, 2015). Questions like these can give the
business or stylist making the recommendations an idea of what their lifestyle requires. The
article also mentioned that to further develop relationships with customers, that is might be
helpful to“include a personal note from a stylist that explains the picks” (Jackson, 2015).
In the past decade, the number of online retailers has grown enormously. The ability to
market to consumers without being constrained by geographical locations or time limitations
makes online retailing very appealing to many businesses. According to Forrester Research,
“Sixty percent of U.S. adults shop online at least once every three months,” the majority of those
being between the ages of 18-65. It was found that 54% of people, aged 18 to 30 years old, shop
online consistently, as do 68% of people aged 31 to 44 years old. The number of U.S. consumers
shopping online in 2015 is approximately 201.1 million, which is 90.1% of internet users (Miller,
2014). This information proves that online shopping is on a rise as more people have access to
the internet. Those who don’t online shop prefer the hands on customer service that in-store
shopping provides. Women are more likely than men to have made a recent online purchase.
While women do tend to have larger gaps in frequency of purchases, the purchases that they do
11. 9
make tend to be larger quantities (Miller, 2014). In order to increase online traffic of women,
online retailers should attempt to implement a wish list program which allows the shopper to add
numerous items to their list periodically and then return to the site to purchase the items at once.
A free shipping option for large purchases may also enhance the click through rate of the wish
list purchases.
A study by A.T. Kearney shows that in 2012, 74% of the online purchases were apparel.
In a poll taken by Nielsen Company, the primary reason for online shopping was due to saving
time (76%) and the ability to comparison shop (61%) (Miller, 2014). These can both be
categorized as convenience, which is a big factor as to why consumers choose to shop online.
The study suggested that women were more likely to use their mobile devices to access the
internet. (Consumer Behavior, 2014). Making mobile friendly versions of online stores may
increase online purchasing.
12. 10
Primary Research: Qualitative Research
Methodology
While choosing our interviewees, we took into account our target market (females, ages
25-45). We tried to find individuals to interview that, foremost, were as close to the range as
possible, and furthermore, were individuals that realistically may shop at Twirl Boutique. In the
end we interviewed 10 women in total, ages 23, 26, 28, 29, 30, 32, 35, 39, 42, and 43. We
thought this was an accurate representation of our target market. While conducting our
interviews we found that our interviewees were quite opinionated in most matters, which kept
our interviews quite brief. On average interviews ranged from five to ten minutes, but those five
to ten minutes were quite informative for us.
Results
Throughout our interviews we discovered that many women were dissatisfied with the
return process associated with online shopping. Many of these women had either experienced
shopping online or had used a common personal shopping source (such as Stitch Fix) where they
had to return an item. Most of these dissatisfactions were associated with anxiety about whether
the garment would fit appropriately or guilt about having to return items. One interviewee,
claimed:
I like shopping at Maurices and New York & Company, with those (stores) I
know my sizes and I will order online. I don’t like to return things though, so I
don’t like to shop online that often because then I feel guilty returning them,
whereas if I try them on in a store, I know they fit. -Female, age 28
Due to this factor, many women seemed to have mixed feelings about the use of personal
shopping sites and promotions. The women we interviewed were either really curious about
13. 11
trying a personalized approach to online shopping or fearful of the outcome if they decided they
did not want to keep the items:
I like the idea of Stitch Fix. I am curious about using it. (However) I don’t like to
return things because I would not be able to send them back by the deadline. Not
a fan of in-store drop off, but I enjoy the personalized aspect of it. I would have to
try it. -Female, age 30
However, one feature that most of the interviewees seemed to like overall was the convenience
that is most commonly attributed to online shopping. Many of the women interviewed have busy
lives that involve running errands, looking after their children and their personal careers. One
women stated:
It’s easy. There’s not a lot of shopping in the Cedar Falls, Waterloo area. I’m
busy and we’re always running all over the place all the time. So, having clothes
delivered right to my doorstep is a win for me. - Female, age 32
Another major theme from our interviewees was the presence of social media, specifically
Facebook. Facebook was mainly used for online sales and to see what the store might have in
stock. Interviewees claimed that they also used Facebook, along with Pinterest, to see what other
people said about the store:
Yeah, I’m not really tech savy, but through Facebook I’ve seen people’s posts on
Pinterest. Apparently somewhere along the way I’ve signed up for Pinterest, but I haven’t
completely gotten into it because I spend too much time on Facebook as it is. -Female,
age 43.
14. 12
Some interviewees indicated Pinterest was of high importance to them. They claimed it helped
them to coordinate and style different outfits. Many women also used Pinterest as a way to see
new inventory of various boutiques:
When I’m on Facebook and Twitter, there are (all sorts of) ads from the sites that I visit.
I’ll find myself going ‘J.Crew has a sale today’, so I’ll click on it and check it out. I also
get emails, but I guess that’s not social media. I mostly use Facebook, Twitter and
Pinterest. I’ll see pins of fashion, different trends; sometimes it’s a shoppable link,
sometimes it’s not. Then I think to myself, “oh that’s really cute, I wonder if it’s still
available in stores.” -Female, age 32
Inventory was another recurring theme mentioned by our interviewees. Through our research we
found many customers did not feel that Twirl Boutique had a good selection of inventory, they
usually thought the inventory was very sparse.
I went in about a year ago and it just seemed kind of sparse to me. Not a lot to
choose from. -Female, age 42
Many of our interviewees also felt there was a lack of variety in the inventory throughout Twirl’s
store. Most declared they shop at boutiques in order to get something unique that can’t be found
at big box stores, and found Twirl’s merchandise to be somewhat the same as what can be found
elsewhere. They believe the store lacks unique factors that some of its competitors have. One of
our interviewees thought Twirl was very similar to other stores and didn’t think the store had
anything that made them stand out from other local boutiques in the area:
To be honest, that store blends in with all the other stores. -Female, age 29
Overall, customers would like to see a return policy for added assurance while online
shopping. Regularly scheduling posts for Facebook and Instagram would also help to introduce
15. 13
new merchandise coming into the store. Additionally, Twirl could benefit by having a new floor
set up within their store. This would bring customers by offering a wider range of clothing to
choose from and new atmosphere.
16. 14
Primary Research: Quantitative Research
Methodology
Before conducting our survey we decided we wanted to reach women between the ages
of 18 and 45, but with a primary focus on women between the ages of 25 and 45 within the
Cedar Falls vicinity. We chose this age group as our target population because we feel that this
demographic is the primary consumer at Twirl based on our previous research. The method used
to conduct our quantitative research data was gathered using surveys. Some of the surveys were
sent out via e-mail to interviewees from our qualitative research, but most of our surveys were
distributed via Facebook. Initially, we had planned to share our surveys by sharing the links to
the survey on our own Facebook pages, but we thought we might have trouble reaching the
majority of our target population. Fortunately, Jenna, the owner of Twirl, allowed us to share the
link on Twirl’s Facebook page and this is where we received a good portion of our data.
When we had finished collecting data from our survey we had received a total of 181
useable responses that composed our sample. Within this sample, we segmented our data into
five different age categories—18-24, 25-30, 31-40, 41-45 and 46+. Based on the different age
groups, we were able to gather the information we needed to get accurate results. Approximately
66% of the women that took the survey were within our population of interest and 38% were
women of primary focus. The results of the survey showed that most women (60%) haven’t been
into Twirl because they haven’t heard of it.
Data Analysis and Findings
Our hypothesis was that there was a difference in the importance of convenience, free
shipping, deals, and variety between the various age groups. However, after running one-way
ANOVA statistical tests (one-way ANOVA is used to test two or more groups regarding
17. 15
differences among them about a subject or construct), we found that there was no significant
difference for convenience, free shipping, deals or variety between the age groups. Through this
information we can interpret that regardless of a woman’s age, women still highly value all of
these factors.
Hypothesis #1:
The importance assigned to convenience in regards to online shopping will change depending on
the age of the consumer.
Using a one-way ANOVA test (α=.05) we were unable to find notable differences
between the age groups, and therefore had to reject our hypothesis due to the fact that there was
no significance in the data (α > .05).
Mean S.D. F Sig. (α )
18-24 4.12 .793
25-30 4.26 .619
31-40 4.37 .556
41-45 4.22 .441
46+ 3.96 .951
1.508 .203
18. 16
Hypothesis #2:
The importance assigned to free delivery in regards to online shopping will change depending on
the age of the consumer.
Using a one-way ANOVA test (α=.05) we were unable to find notable differences
between the age groups, and therefore had to reject our hypothesis due to the fact that there was
no significance in the data (α > .05).
Mean S.D. F Sig. (α )
18-24 4.12 .851
25-30 4.04 .878
31-40 4.37 .850
41-45 4.44 .527
46+ 4.15 1.061
.691 .599
19. 17
Hypothesis #3:
The importance assigned to better deals in regards to online shopping will change depending on
the age of the consumer.
Using a one-way ANOVA test (α=.05) we were unable to find notable differences
between the age groups, and therefore had to reject our hypothesis due to the fact that there was
no significance in the data (α > .05).
Mean S.D. F Sig. (α )
18-24 4.14 .675
25-30 4.09 .515
31-40 4.17 .602
41-45 4.33 .707
46+ 3.96 .999
.709 .587
20. 18
Hypothesis #4:
The importance assigned to more variety in regards to online shopping will change depending
on the age of the consumer.
Using a one-way ANOVA test (α=.05) we were unable to find notable differences
between the age groups, and therefore had to reject our hypothesis due to the fact that there was
no significance in the data (α > .05).
Mean S.D. F Sig. (α )
18-24 3.84 .898
25-30 3.96 .928
31-40 3.86 .639
41-45 3.89 .601
46+ 3.89 .913
.078 .989
21. 19
Additional Questions
We wanted to see the age range of respondents of our survey in order to help decide if
Twirl needed to possibly alter their target market.
Figure 1
Figure 1 illustrates that we found that the majority of females who took our survey were
in the 18-24 and 46+ age ranges, which is a little outside of Twirl’s indicated target market.
Based on this information, Twirl should consider expanding their target market to capture those
in the 18-24 and 46+ age groups.
Because Twirl is interested in the online aspects of shopping, we wanted to look at which
aspects of online shopping were most important to our respondents to determine what areas
Twirl should focus on.
22. 20
Figure 2
Figure 2 illustrates that most of our respondents found all aspects listed on our survey
(convenience, free delivery, better deals, and more variety) to be very important in online
shopping. Overall, better deals was the leading factor of importance with 91 people answering
that they online shop in order to receive better deals.
Since Twirl is hoping to expand their social media presence, it will be important for them
to understand which sites have the most traffic in relation to their target market. Figure 3 on the
next page displays social media usage between the four sites (Facebook, Twitter, Instagram, and
Pinterest) and the frequency in which they visited those sites.
23. 21
Figure 3
Our survey results indicated that Facebook was predominantly the main social media site
used with 144 respondents visiting the site daily.
It will be important for Twirl to know how often women shop online so that they can
better understand their consumer. Figure 4 below displays how often respondents shopped online
within a month time frame.
Figure 4
24. 22
Our survey indicated that the majority of respondents did not shop online that often.
Nearly 50% of our respondents stated they shopped online once a month or less than once a
month.
We also asked our respondents, which items they preferred, to shop online for and which
they would rather go in store to purchase. This will help Twirl decide which items should have
more emphasis when marketing online versus in-store.
Figure 5
As illustrated above in Figure 5, our survey indicated only 7 respondents would rather
shop online for pants, and 52 for shoes. Shirts, sweaters, and accessories were all very close in
both categories, but there was a slight preference for online shopping in those categories.
Since Twirl has interest in expanding their personal shopping service, Twirl Trunks, we
were curious to find out if any of our respondents had ever subscribed to a personal shopping
service before. The results are illustrated on the following page in Figure 6.
25. 23
Figure 6
Based on the results of our survey, 76% of respondents have never subscribed to a
personal shopping service. We were surprised to see that 24% actually had used some type of
personal shopping service before.
We also wanted to get an idea of how many of those taking our survey had been into
Twirl Boutique’s store before.
Figure 7
26. 24
As illustrated on the previous page in figure 7, our survey indicated that 60% of
respondents had never heard of Twirl Boutique before and only 27% of respondents had
physically visited the store. This was interesting and will be hopefully be helpful for the owners
of Twirl to know when planning new marketing strategies.
We wanted to see how many people we surveyed had heard of and used the Twirl Trunks
service before. Twirl Trunks is a new service that Twirl is offering and it was a large focus of our
research.
Figure 8
We found that 76% of those surveyed had never even heard of Twirl Trunks, and only
2% had actually used the service, the results are illustrated above in figure 8.
27. 25
Conclusion and Recommendations
Recommendations
Implement A Size Chart On Website
In conclusion we found that people do online shopping for purposes of convenience.
When ordering online they like to be aware of the return policy because it can be a hassle when
having to return online orders if they have to pay postage or if there are only a couple days to
send the item back. We also noted that interviewees have a tendency to be weary about ordering
online because of problems with sizing and based on our survey results, specifically for pants.
We recommend that the return policy be posted on Twirl’s website so that customers are aware
right away and that Twirl also add a size chart for pants, so customers have a more accurate
knowledge of sizing before ordering online.
Market Via Social Media
We saw a trend of people using social media to follow favorite boutiques to view new
merchandise within the store. We recommend that Twirl post pictures of the new merchandise on
the most commonly used sites as soon as it comes in. Daily posts about upcoming discounts or
deals within the store would be helpful since many women within the survey expressed they
valued ‘better deals’ the most. This would be a great way to bring awareness to both the store
and Twirl Trunks since only 22% of the women we surveyed have heard of the service. More
specifically, in regard to social media, would be to post information that speaks directly to the
different targeted age groups. The older half of our target market (gen. x) is more likely to use
Facebook as a source of information, whereas the younger half will more likely use Twitter to
28. 26
share information they read. This information could be beneficial before posting on a specific
media site.
Make Twirl Trunks More Personalized
In regard to Twirl’s personal shopping service, Twirl Trunks should ask questions
beyond the basic “how do you describe your style” in order to get a broader look at what the
customer really needs. Including a personal note to explain why a product was recommended
would be help to foster a relationship between the business and customer. The information
obtained on online shopping further proves that Twirl should really begin focusing on this.
Add Variety
The women we interviewed mentioned that they would like to see a larger variety of
clothing within the store. They didn’t think the store stood out as much as they thought it could.
We recommend that the store be rearranged to flow better and window displays organized so that
apparel can be scene on real-life forms. Twirl could make new displays and floor arrangements
occasionally to switch up their look. Increases in the amount of inventory variety could also be
implemented.
Overall, by expanding their online presence, more people will have awareness of Twirl
and might be more inclined to stop in and make a purchase. As a group, we believe that Twirl
can increase their consumer base by marketing more regularly on social media sites and offering
more promotions to customers.
29. 27
Limitations
Although, we believe that overall we received accurate data, there were some limitations
we encountered within our research. One of those limitations was due to the time frame and
limited scope of women we could reach to interview and take our survey. Because of this, we
were unable to get a wider set of data from women outside of the Cedar Valley area which might
have lead to different results.
Another limitation was reaching our target market. We initially thought it would be
challenging since many of us knew few women within that age range. Luckily, Jenna was able to
share our survey onto the Twirl Facebook page, thus allowing us to have many responses.
Without her help we might have encountered issues with reaching enough people in our target
market.
30. 28
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32. 30
Appendix
Interview Guide
*** questions in italics are important and must be asked ***
● Have you been to Twirl?
○ if yes
■ What was your experience/first impression of the boutique?
○ if no
■ What type of boutiques do you shop at in the Cedar Falls area?
■ What drew your attention to those boutiques (specifically)?
● What is your experience with online shopping?
● What entices you to shop online?
● What do you typically shop online for? What do you prefer to go in-store for?
● What types of social media do you find yourself using most in accordance with online
shopping, and why?
● What type of promotions would you be interested in at a boutique?
● How much would you be willing to spend on your average day-to-day outfit? Max?
● What are your thoughts on personal shopping? Would you ever consider using it?
● How would you describe your personal style? (ie. modest, trendy, minimalistic, classic,
etc.)
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Blank Survey
Q1 What is your gender?
❏ Male (1)
❏ Female (2)
If Male Is Selected, Then Skip To End of Survey
Q2 How old are you?
❏ 18-24 (1)
❏ 25-30 (2)
❏ 31-40 (3)
❏ 41-45 (4)
❏ 46+ (5)
Q3 Have you been to Twirl Boutique in Cedar Falls?
❏ Yes, I have been to Twirl Boutique before. (1)
❏ No, but I have heard of Twirl Boutique before. (2)
❏ No, I've never heard of Twirl Boutique before. (3)
Q4 Why did you visit Twirl Boutique or why haven't you visited Twirl Boutique?
Q5 How many times do you visit each of these social media in a week?
1-3 Times a
Week (1)
4-6 Times a
Week (2)
Daily (3) N/A (4)
Facebook (1) ❏ ❏ ❏ ❏
Twitter (2) ❏ ❏ ❏ ❏
Instagram (3) ❏ ❏ ❏ ❏
Pinterest (4) ❏ ❏ ❏ ❏
Q6 How often do you shop online?
❏ Never (1)
❏ Less than Once a Month (2)
❏ Once a Month (3)
❏ 2-3 Times a Month (4)
❏ Once a Week (5)
❏ 2-3 Times a Week (6)
❏ Daily (7)
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Q7 How important are the following aspects of online shopping to you?
Not at all
Important
(1)
Very
Unimportant
(2)
Neither
Important nor
Unimportant
(3)
Very
Important
(4)
Extremely
Important
(5)
Convenience
(1)
❏ ❏ ❏ ❏ ❏
Free Delivery
(2)
❏ ❏ ❏ ❏ ❏
Better Deals
(3)
❏ ❏ ❏ ❏ ❏
More Variety
(4)
❏ ❏ ❏ ❏ ❏
Q8 What are you more likely to buy in-store rather than online?
In-Store (1) Online (2)
Pants (1) ❏ ❏
Shirts (2) ❏ ❏
Sweaters (3) ❏ ❏
Shoes (4) ❏ ❏
Accessories (5) ❏ ❏
Q9 Have you ever subscribed to a personal shopping service?(For example: StitchFix, Ipsy,
Birchbox, etc.)
❏ Yes (1)
❏ No (2)
Q10 Have you used Twirl Trunks before?
❏ Yes, I have used Twirl Trunks before. (1)
❏ No, but I have heard of Twirl Trunks before. (2)
❏ No, I have never heard of Twirl Trunks before. (3)
35. 33
Master Code Sheet
1. What is your gender?
2. How old are you?
3. Have you been to Twirl Boutique in Cedar Falls?
36. 34
4. Why did you visit Twirl Boutique or why haven't you visited Twirl Boutique?
37. 35
5. How many times do you visit each of these social media in a week?
38. 36
6. How often do you shop online?
7. How important are the following aspects of online shopping to you?
8. What are you more likely to buy in-store rather than online?
39. 37
9. Have you ever subscribed to a personal shopping service?(For example: StitchFix, Ipsy, Birchbox, etc.)
10. Have you used Twirl Trunks before?
40. 38
ANOVA Test Data
Importance of Convenience
ANOVA
How important are the following aspects of online shopping to you?-Convenience
Sum of Squares df Mean Square F Sig.
Between Groups 3.654 4 .914 1.508 .203
Within Groups 93.302 154 .606
Total 96.956 158
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How important are the following aspects of online
shopping to you?-Convenience
Tukey HSDa,b
How old are you? N
Subset for alpha =
0.05
1
46+ 54 3.96
18-24 43 4.12
41-45 9 4.22
25-30 23 4.26
31-40 30 4.37
Sig. .430
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 21.768.
b. The group sizes are unequal. The harmonic mean of the
group sizes is used. Type I error levels are not guaranteed.
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Importance of Free Delivery
ANOVA
How important are the following aspects of online shopping to you?-Free Delivery
Sum of Squares df Mean Square F Sig.
Between Groups 2.343 4 .586 .691 .599
Within Groups 131.400 155 .848
Total 133.744 159
45. 43
How important are the following aspects of online
shopping to you?-Free Delivery
Tukey HSDa,b
How old are you? N
Subset for alpha =
0.05
1
25-30 23 4.04
18-24 43 4.12
46+ 55 4.15
31-40 30 4.37
41-45 9 4.44
Sig. .604
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 21.800.
b. The group sizes are unequal. The harmonic mean of the
group sizes is used. Type I error levels are not guaranteed.
46. 44
Importance of Better Deals
ANOVA
How important are the following aspects of online shopping to you?-Better Deals
Sum of Squares df Mean Square F Sig.
Between Groups 1.713 4 .428 .709 .587
Within Groups 93.054 154 .604
Total 94.767 158
48. 46
How important are the following aspects of online
shopping to you?-Better Deals
Tukey HSDa,b
How old are you? N
Subset for alpha =
0.05
1
46+ 55 3.96
25-30 23 4.09
18-24 43 4.14
31-40 29 4.17
41-45 9 4.33
Sig. .521
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 21.691.
b. The group sizes are unequal. The harmonic mean of the
group sizes is used. Type I error levels are not guaranteed.
49. 47
Importance of More Variety
ANOVA
How important are the following aspects of online shopping to you?-More Variety
Sum of Squares df Mean Square F Sig.
Between Groups .226 4 .056 .078 .989
Within Groups 110.475 152 .727
Total 110.701 156
51. 49
How important are the following aspects of online
shopping to you?-More Variety
Tukey HSDa,b
How old are you? N
Subset for alpha =
0.05
1
18-24 43 3.84
31-40 29 3.86
46+ 53 3.89
41-45 9 3.89
25-30 23 3.96
Sig. .991
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 21.627.
b. The group sizes are unequal. The harmonic mean of the
group sizes is used. Type I error levels are not guaranteed.
