Online Shopping
The data gathered from these questions will be used to divide the users into three groups: online shoppers, mobile shoppers and physical shoppers. Mobile shoppers are the most interesting group. My hypothesis is that this percentage of consumers is small but expanding at a stable rate, and m-commerce will soon be able to compete with or overtake e-commerce.1. Have you ever made a purchase online?
- No, never
- Yes, once or twice
- Yes, several times
- Yes, on a regular basis
- Yes, I do all of my shopping online
2. Have you ever made a purchase through your mobile device?
- No, never
- Yes, once or twice
- Yes, several times
- Yes, on a regular basis
3. How do you prefer to shop?
- Physically
- Online
Mobile Behaviour
This data will give us an insight on what different user groups do on their mobile devices, and what marketing techniques would be the most beneficial for brands going mobile. If, for example, the mobile shopper group indicates they are playing a lot of games, this indicates that brands should go into gamification - launch game app related to the brand, invest in in-game advertising in other popular gaming apps, or gamify their mobile website.4. Do you use your mobile device more than your computer?
- Yes
- No
- I don’t own a mobile device
5. What do you use your mobile device for?
(Check all that apply)- Browsing the internet and/or checking my email
- Social media (Facebook, Twitter, Pinterest, Instagram, Tumbr, etc.)
- Games
- Listening to music
- Watching videos
- Other apps
- I don’t own a mobile device
6. Do you download apps by your favourite retail brands?
- Never
- Sometimes
- Often
Shopping Behaviour
These questions relate both to physical shopping and online shopping, and will be used to evaluate how the different user groups behave when shopping in general.If we find that users that like shopping at stores located near each other are also very mobile, we can suggest that brands use location-based mobile marketing such as an app that gives push notification whenever a brand store is near - or, for braver and more innovative brands, beacon technology.
If we find that mobile users tend to shop during sales or use discount cards and loyalty points, the conclusion is that brands should lean toward loyalty marketing, and launch an app or website where users can check in at the store and collect points for their purchases. Moreover, if this user group is also found to use their mobile device for playing games (questions above), the process could be gamified to engage them further.
If we find that mobile users like shopping with friends, and are more likely to buy products recommended by friends, we can conclude that brands should go into social media, and also humanise themselves so that the user is more likely to perceive the brand itself as a friend.
8. Check all that apply to you
I don’t have time to shop
I prefer to shop at shops which are located physically close to my location, and to one another
I like to look at many products before making a purchase
I have a definite idea of what I want when I go shopping
In a store with many products, I end up buying more than what I originally had in mind
I buy things in an impulse
I shop during sales, when prices are low
I use discount cards, vouchers and loyalty points
I return products I have bought
I like shopping with my friends
If a friend recommends an item, I would be more likely to buy it
Online Shopping Behaviour
The data from these questions will give an idea of things that can be improved (if disliked by users) or emphasised (if liked by users). If users indicate that they cannot judge the quality of products when shopping online, brands can improve this by including videos of products and customer reviews.The last question will be used to determine whether users tend to shop online more if their friends do it too. If so, we can suggest that brands lean toward social media and showing the user how many of their friends have already made online purchases.
9. Check all that apply to you
I find better prices online
I think shopping online is easier
I can’t judge the quality of products online
I find the payment process hard / takes too long
I don’t like giving out my credit card number
I think returning a product I bought online would be difficult
My friends shop online
Sources
http://www.questionpro.com/survey-templates/internet-shopper/
https://www.smallbusiness.wa.gov.au/how-to-write-a-questionnaire
http://www.uj.ac.za/EN/Research/Statkon/Documents/Statkon%20Example%20Questionaire.pdf