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  1. Surveys
  2. 2009
  3. July
  4. A
  5. Arts and Crafts TEST
 
 
Thank you for taking the time to share your opinions. This survey should take no more than 10 minutes to complete. We thank you again for providing your valuable insight.
 
 
Please rate your interest in the following activities.
Not at all interested
1

2

3

4 		Very
interested
5
* Gardening
* Attending music performances
* Arts and crafts
* Cooking
* Reading books
* Playing video games
* Photography
* Attending sports events
 
 
 
* Which of the following retailers have you visited in the past six months?
 
Michaels
 
Jo-Ann
 
Local craft store
 
Hobby Lobby
 
A.C. Moore
 
Local yarn shop
 
None of the above

 
 
 
* Which of the following product categories have you purchased in the last year?
 
Kids craft projects
 
General crafts
 
Art supplies
 
Beading/craft jewelry
 
Framing
 
Seasonal decorations
 
Scrapbooking
 
Knitting/sewing
 
Artificial floral
 
None of the above

 
 
 
* How much would you say you have spent in the past year on all the different types of arts and crafts products you selected in the previous question?
 
Less than $100
 
$100-$249
 
$250-$499
 
$500-$999
 
$1,000-$2,000
 
More than $2,000
 
 
 
Do you consider yourself to be a professional crafter, that is, you resell arts and crafts based on the raw materials you purchase from crafts stores?
 
Yes
 
No
 
 
 
What is your gender?
 
Male
 
Female
 
 
 
How frequently do you visit arts and crafts stores?
 
More than once per month
 
About once per month
 
About once every 2-3 months
 
About once every 4-6 months
 
About once every 7-12 months
 
Less than once per year
 
 
 
* There are a few different ways people typically shop an arts and crafts store. Please indicate what percent of the time you shop arts and crafts stores in each of the following ways.
I go for something specific, go right to it, get it if it’s available, and check out
%
I go for something specific, but browse around a bit as well
%
I go without something specific in mind just to browse around and get ideas
%
0
Values must add up to 100
 
 
 
How long is your typical visit to an arts and crafts store (not including time spent waiting to check out)?
 
Less than 15 minutes
 
15-30 minutes
 
31-60 minutes
 
More than an hour
 
 
 
What is the maximum amount of time (in minutes) that you feel is acceptable to have to wait in line for check out?
 
 
 
* With whom do you typically visit an arts and crafts store?
 
Child(ren)
 
Spouse/Significant Other
 
Grandparent(s)
 
Parent(s)
 
Friend(s)
 
Typically go alone
 
Other
 

 
 
 
* What percentage of your arts and crafts purchases are for projects that need to be worked on vs. items that you just buy and use (home decorations, frames, etc.)?
Projects (for your personal creation/use)
%
Projects (for use with or by children/grandchildren)
%
Projects (for another social group – e.g. a church/school project)
%
Buy and use (e.g. a frame, seasonal decorations, etc.)
0
Values must add up to 100
 
 
 
* Which type of pricing would most encourage you to visit a particular arts and crafts store?
 
Prices that are on par with the competition, but with frequent coupons
 
Lowest everyday prices found in the market versus the competition
 
 
How interested are you in each of the following arts and crafts activities?
Not at all interested
1

2

3

4 		Very interested
5
* Scrapbooking
* Floral arrangement
* Knitting/sewing
* Beading/craft jewelry
* Picture painting
* Kids craft projects
 
 
How would you rate your skills in each of the following arts and crafts activities?
 
 
 
Are there other arts and crafts areas not previously listed in which you are interested?
   
 
 
How important is it to you that an arts and crafts store provides each of the following?
Not at all important
1

2

3

4 		Very important
5
* Store displays of finished projects
* Consistent, low prices
* Knowledgeable employees
* Community environment where you can talk to and learn from others
* Large selection of many brands at various price points
* Store environment that inspires you to take on new projects
* Clean, neat store environment
* Friendly employees
* Classes/learning opportunities
* Quick check-out
* All items are consistently in-stock
* Large selection of different crafts categories
 
 
How satisfied have you been with each of the following aspects of the store experience at the A.C. Moore store that you visited within the past six months?
Very dissatisfied
1

2

3

4 		Very satisfied
5 		N/A
* Large selection of different crafts categories
* Knowledgeable employees
* Friendly employees
* Community environment where you can talk to and learn from others
* Classes/learning opportunities
* Store environment that inspires you to take on new projects
* Quick check-out
* Large selection of many brands at various price points
* Store displays of finished projects
* Clean, neat store environment
* All items are consistently in-stock
* Consistent, low prices
 
 
How satisfied have you been with each of the following aspects of the store experience at the Michaels store that you visited within the past six months?
Very dissatisfied
1

2

3

4 		Very satisfied
5 		N/A
* Store environment that inspires you to take on new projects
* Consistent, low prices
* Clean, neat store environment
* Quick check-out
* Classes/learning opportunities
* Large selection of different crafts categories
* All items are consistently in-stock
* Knowledgeable employees
* Friendly employees
* Large selection of many brands at various price points
* Store displays of finished projects
* Community environment where you can talk to and learn from others
 
 
How satisfied have you been with each of the following aspects of the store experience at the Jo-Ann store that you visited within the past six months?
Very dissatisfied
1

2

3

4 		Very satisfied
5 		N/A
* All items are consistently in-stock
* Quick check-out
* Knowledgeable employees
* Store environment that inspires you to take on new projects
* Community environment where you can talk to and learn from others
* Classes/learning opportunities
* Large selection of many brands at various price points
* Consistent, low prices
* Large selection of different crafts categories
* Store displays of finished projects
* Friendly employees
* Clean, neat store environment
 
 
How satisfied have you been with each of the following aspects of the store experience at the Hobby Lobby store that you visited within the past six months?
Very dissatisfied
1

2

3

4 		Very satisfied
5 		N/A
* Quick check-out
* Consistent, low prices
* Community environment where you can talk to and learn from others
* Friendly employees
* Store environment that inspires you to take on new projects
* All items are consistently in-stock
* Classes/learning opportunities
* Large selection of many brands at various price points
* Clean, neat store environment
* Large selection of different crafts categories
* Knowledgeable employees
* Store displays of finished projects
 
 
How satisfied have you been with each of the following aspects of the store experience at the local craft store that you visited within the past six months?
Very dissatisfied
1

2

3

4 		Very satisfied
5 		N/A
* Classes/learning opportunities
* Quick check-out
* Large selection of different crafts categories
* Clean, neat store environment
* Store environment that inspires you to take on new projects
* All items are consistently in-stock
* Knowledgeable employees
* Consistent, low prices
* Community environment where you can talk to and learn from others
* Large selection of many brands at various price points
* Friendly employees
* Store displays of finished projects
 
 
How important is each of the following product categories to you when you visit an arts and crafts store?
Not at all important
1

2

3

4 		Very important
5
* Wedding/bridal/special event
* Scrapbooking
* Framing
* Art supplies
* Artificial floral
* Kids craft projects
* Knitting/sewing
* Baby
* Seasonal decorations
* Beading/craft jewelry
 
 
How satisfied have you been with each of the following product categories at the A.C. Moore store that you visited within the past six months?
Very dissatisfied
1

2

3

4 		Very satisfied
5 		N/A
* Knitting/sewing
* Wedding/bridal/special event
* Artificial floral
* Baby
* Kids craft projects
* Framing
* Art supplies
* Beading/craft jewelry
* Seasonal decorations
* Scrapbooking
 
 
How satisfied have you been with each of the following product categories at the Michaels store that you visited within the past six months?
Very dissatisfied
1

2

3

4 		Very satisfied
5 		N/A
* Art supplies
* Beading/craft jewelry
* Knitting/sewing
* Kids craft projects
* Seasonal decorations
* Baby
* Artificial floral
* Framing
* Scrapbooking
* Wedding/bridal/special event
 
 
How satisfied have you been with each of the following product categories at the Jo-Ann store that you visited within the past six months?
Very dissatisfied
1

2

3

4 		Very satisfied
5 		N/A
* Seasonal decorations
* Beading/craft jewelry
* Artificial floral
* Framing
* Wedding/bridal/special event
* Kids craft projects
* Art supplies
* Scrapbooking
* Knitting/sewing
* Baby
 
 
How satisfied have you been with each of the following product categories at the Hobby Lobby store that you visited within the past six months?
Very dissatisfied
1

2

3

4 		Very satisfied
5 		N/A
* Baby
* Scrapbooking
* Framing
* Kids craft projects
* Art supplies
* Artificial floral
* Seasonal decorations
* Wedding/bridal/special event
* Beading/craft jewelry
* Knitting/sewing
 
 
How satisfied have you been with each of the following product categories at the local craft store that you visited within the past six months?
Very dissatisfied
1

2

3

4 		Very satisfied
5 		N/A
* Seasonal decorations
* Framing
* Wedding/bridal/special event
* Kids craft projects
* Art supplies
* Beading/craft jewelry
* Artificial floral
* Scrapbooking
* Baby
* Knitting/sewing
 
 
How satisfied are you overall with each of the following stores that you visited within the past six months?
 
 
 
* How satisfied are you overall with the entire set of arts and crafts stores available to you?
Very dissatisfied
1
2
3
4 		Very satisfied
5
 
 
 
If someone were to build a new crafts store from scratch, how should they improve the overall experience versus your current options?
   
 
 
 
Which of the following communications have you been exposed to most frequently by arts and crafts stores?
 
A catalog you received by mail
 
Circulars in the newspaper
 
Television advertising
 
Radio advertising
 
Emails
 
Online advertising
 
Frequent buyer club
 
 
How much of an impact does each of the following types of communications have on your decision about when to visit an arts and crafts store and what to purchase?
No impact at all
1

2

3

4 		Very strong impact
5
Frequent buyer club
* Emails
* Radio advertising
* Television advertising
* Circulars in the newspaper
* A catalog you received by mail
Online advertising
 
 
 
* Into which age range do you fall?
 
Under 18
 
18-24
 
25-34
 
35-44
 
45-54
 
Over 54
 
Prefer not to answer
 
 
 
* Into which ethnic group do you classify yourself? (Please select one)
 
Caucasian
 
African-American
 
Latino
 
Asian
 
Prefer not to answer
 
Other
 
 
 
 
* How many children under the age of 18 live in your household?
 
0
 
1
 
2
 
3
 
More than 3
 
Prefer not to answer
 
 
 
* Do you rent or own your home?
 
Rent
 
Own
 
Prefer not to answer
 
 
 
* Into what range does your household income fall?
 
Under $30,000
 
$30,000 - $50,000
 
$50,001 - $75,000
 
$75,001 - $100,000
 
$100,001 - $150,000
 
$150,001 - $200,000
 
Over $200,000
 
Prefer not to answer
 
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