Which of the following platforms do you use most
often when shopping online with each retailer? Please see below for the
definition of each platform.
Desktop/Laptop Browser: Using a personal computer or laptop to shop brand
websites through Internet browsers like Chrome, Firefox, or Safari.
Mobile Web Browser: Using your smartphone or tablet to shop brand
websites through Internet browser apps like Chrome or Safari
Mobile App: Using your smartphone or tablet to
shop brands using their dedicated mobile app that you would've had to have
installed from the App Store (e.g., going to the Amazon app on your home
screen, rather than searching oldnavy.com into your Internet browser).
We would like to understand where you buy most
of your clothing. In the past 12 months, which of the following types of
retailers have you shopped from in-store or online?
For each type of retailer below, please either select 0 if you have not shopped at this type of store or 1 if you have within the past 12 months.
For each pair of statements, please tell us which you prefer. If you
are near the middle, please tell us which way you lean. Even if something
doesn’t apply to you, please choose the closest answer that applies.
Then, please indicate if you strongly agree or somewhat agree with your
preferred statement. Only select one statement per pair
Pair 1 Statements
1: I spend my discretionary income on experiences like food and travel
2: I spend my discretionary income on things like fashion and technology
Pair 2 Statements
1: I have a lot of free time
2: I have very little free time
Pair 3 Statements
1: I will spend more time on something if it means I will save money
2: I will pay a higher price in order to save time
Pair 4 Statements
1: I pay attention to the prices and discounts as I pick clothes out
2: I choose what I want to buy and am often surprised at check out if it’s on sale
Pair 5 Statements
1: I shop at stores that I know they offers the lowest price without sales or promotions
2: I shop at stores where I can use coupons, price matching, and promotion to get the lowest price
Pair 6 Statements
1: When shopping I primarily focus on getting the best price
2: When shopping I primarily focus on getting the best quality
Pair 7 Statements
1: I usually pay full price for clothing
2: I usually buy clothing on a sale or promotion
Pair 8 Statements
1: I am willing to pay more for a well-known brand
2: I am not willing to pay more for a well-known brand
Pair 9 Statements
1: I like to shop on the weekends
2: I like to shop on weekdays
Pair 10 Statements
1: I shop for entertainment
2: I generally shop just when I need something
Pair 11 Statements
1: I enjoy shopping online because it's fun
2: I only shop online because it is easier
Pair 12 Statements
1: I welcome sales associate suggestions when shopping
2: I prefer to figure things out on my own and only ask for help if I need it
Pair 13 Statements
1: I tend to pre-shop online to figure out what I want to see in person
2: I just go to the store without any research beforehand
Pair 14 Statements
1: I primarily shop at stores that are convenient for me (near my home, work, or on my typical route)
2: I primarily shop my favorite stores, whether or not they are the most convenient options
Pair 15 Statements
1: I prefer shopping at stores with a broad selection of brands
2: I prefer shopping at stores that sell only their own brand
Pair 16 Statements
1: I shop the same brands repeatedly for products I know and love
2: I regularly branch out to shop new brands
Pair 17 Statements
1: I like to shop at stores where I can buy clothing, shoes, accessories, as well as other necessities
2: I like to shop at stores that are specialized in one thing
Pair 18 Statements
1: I like to shop at stores that are specifically for me
2: I like to shop at stores where I can buy for me as well as family members
Pair 19 Statements
1: I prefer to purchase from brands that utilize sustainable practices
2: I haven’t paid attention to the sustainability practices of the brands I buy
Pair 20 Statements
1: The brand of clothing that I buy is important to me
2: The brand of clothing that I buy isn’t important to me
Pair 21 Statements
1: My personal style represents me and I don’t take others’ opinions into account
2: My personal style incorporates trends in fashion and design
Pair 22 Statements
1: Comfort is most important to me
2: Style is most important to me
Pair 23 Statements
1: I have a hard time finding clothes that fit and flatter my body type
2: I typically can find clothes that fit me well
Please select the five attributes that matter most to you in deciding where to shop
for clothing for yourself. Select and rank the five most important attributes,
with 1 being the most important.
What did you do before making your purchase at
the most recent retailer you shopped at?
For each option below, please either select 0 if you did not do this or 1 if you have done this.