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Marketing Research: Within a Changing Information Environment, 2/e

Joseph Hair, Louisiana State University
Robert Bush, University of Memphis
David Ortinau, University of South Florida

Coding, Editing, and Preparing Data for Analysis

Case 15-1: Understanding Tobacco Consumption:

A few years ago the Center for Disease Control (CDC) conducted a mail survey to establish a baseline on tobacco consumption among young people in the U.S. This short questionnaire was developed to measure attitude, current consumption, shopping behavior, and trends toward tobacco consumption. A version of the questionnaire that was used is provided below. Based on your understanding of information provided in chapter 15, provide a coding design for the questionnaire. More specifically, provide a coding plan for each question, including a coding plan for open-ended and "other" responses.

Questionnaire No.___________

The purpose of this project is to better understand the attitudes and opinions of consumers toward tobacco use and consumption. The questionnaire will take only 10 minutes to complete, and all responses will remain strictly confidential. Thank you for your help on our project.

1. Below is a listing of various stores that sell tobacco products. How many of the stores would yuo say you visited in the past month to bu tobacco products? Check as many as apply.

		Tabacco store____	Drug store(Walgreens, ect.)____
		Convenience store(Circle K, ect.)____	Gas store(Exxon, Shell, ect.)____
		Discount store(Walmart, Target, ect.)____	Supermarket(Kroger, ect.)____
		Other_____,	Please specify type of store here____________

2. What type of tobacco products have you bought in the past two weeks? Check many as apply

			Cigarettes_____	Cigars_____	Chew/Dip____
			Other, Please specify type________________

3. What brand or brands of cagarettes do you normally smoke?

Please list brand/brands____________________

4. Listed below are a set of reasons many people use when selecting a store to visit when buying tobacco products. Regarding you most recent purchase of tobacco products, please rate each reason on a scale of 1 to 5, with 1 being "most important" and 5 being "least important" for your selection of that particular store:

Price..........................................................	1	2	3	4	5
Convenient location of the store...............	1	2	3	4	5
In store promotions...................................	1	2	3	4	5
Variety of brands.......................................	1	2	3	4	5
Friendly employees....................................	1	2	3	4	5
Sell other items beside tobacco products..	1	2	3	4	5

The following questions refer to your opinions on stores that sell tobacco products. On a scale of 1 to 6, with 1 being strongly agree" and 6 being "strongly disagree", how would you rate the following statements in regards to shopping for tobacco products:

I normally buy tobacco products from stores that are convenient to my home or work.	1	2	3	4	5	6
The price of cigarettes is not important when selecting a store to purchase them.	1	2	3	4	5	6
Tobacco stores have the lowest price on cigarettes.	1	2	3	4	5	6
I prefer to but cigarettes at convenience stores because they offer more product variety(snacks, beer, candy, ect.)	1	2	3	4	5	6
I tend to buy different brands of cigarettes	1	2	3	4	5	6
I don't like to visit tobacco stores because of the negative image they project.	1	2	3	4	5	6
I consistently visit the same store to buy my cigarettes	1	2	3	4	5	6
I normally buy cigarettes when I purchase gas or other items like milk, snacks, or beer.	1	2	3	4	5	6
To me, buying cigarettes is purely convenience, I buy them at the closest location	1	2	3	4	5	6

6. Please respond to the following statements by checking the appropriate response category:

When I purchase cigarettes, I normally buy them by:

		The pack	______
		The carton	______
		Both	______
		Neither	______

I normally visit the same store to but my cigarettes:

		Yes	________
		No	_________

I normally look for stores that offer sales or price discounts when I shop for cigarettes:

		Yes	________
		No	_________

Samples and/or coupons influence the brand of cigarettes that I would normally buy:

		Yes	________
		No	_________

I also have a tendency to smoke cigars:

		Yes	________
		No	_________

If and when I purchase cigars, I prefer to purchase them from a store that has a walk in humidor:

		Yes	________
		No	_________
		Does not apply	_________

We need some information for classification purpose. Please tell us about yourself:
Do you have children:

		Yes	________
		No	_________

Are you:

		Married	_________
		Single	_________
		Divorced	_________
		Widowed	_________

What is your occupation:______________________________

What is your race:

		Black/African-American	_________
		Hispanic	_________
		White	_________
		Other	_________

What is your gender:

		Male	________
		Female	________

What age category do you best fit into:

		18 to 21	________
		22 to 29	________
		30 to 34	________
		35 to 40	________
		41 to 45	________
		46 to 50	________
		over 50	________

What is your Zip Code:________________

THANK YOU FOR SHARING YOUR OPINIONS WITH US AND HELPING WITH OUR MARKETING RESEARCH PROJECT

List of responses to question #1, "other" category:

Butcher Shop
Bar/Restaurant
Nite Club
Vending Machine

List of responses to question #2, "other" category:

Pipe Tobacco
Little Cigars

List of brands for question #3

Marlboro
Winston
Salem
Camel
Doral
Virginia Slims
Merit
Vantage
Kool
Benson and Hedges
GPC
Outlook
Premier
Eclipse

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