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Annexe A: The Questionnaire (Individual and Group)
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Annexe A: The Questionnaire (Individual and Group)

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This annex presents the questionnaire, which is elaborated and used to collect data about the shoppers in Square One mall in Toronto area. The questionnaire contains two main parts: the first is for the individual shoppers, while the second is for the groups. Each part contains several sections that contain many questions. This questionnaire is presented, in detail, in the rest of this annexe. It is important to notice that it exists a french version of this questionnaire, which is conducted in Place De La Cité mall in Québec City. Unfortunately, the french version of the questionnaire is not presented in this annex.

A.1. Individual questionnaire

This section contains the following elements:

  • The head : It contains the identification information of the individual questionnaire, such as the station’s number where the questionnaire is conducted, the administrator number, the questionnaire or the shopper number, the date/hour of the interview, and the group number (if the interviewed shopper belongs to a group).

  • Project description : This element gives a brief description of the project related to the questionnaire. This element must be read by the questionnaire administrator for the respondent before starting the interview.

  • Confidentiality : By reading this element of the questionnaire, the administrator assures the respondent about the confidentiality of the gathered information.

  • Recompense and reward : In order to encourage the shopper to fill the questionnaire we reserved an amount of the budget to recompense the respondents. This recompense is a 5 dollars gift certificate.

  • Instructions : This element informs the respondent about the general instructions of the questionnaire.

This section is filled by the respondent. It contains some general and demographic questions. In this section, we find the following questions:

  • The gender:

  • The age group:

  • The occupations:

  • The sectors of employment:

  • The marital statuses:

  • The life modality:

  • The persons whom live with…

  • The postal code:

  • The frequency of mall’s visit:

  • The origin:

  • The transportation mean:

  • The household income:

This section aims to gather data about the shopper’s objectives or his/her shopping purposes. It contains an oral interview, which is composed of two parts. The first part is filled before the shopping trip and is related to the planned objectives, while the second part is filled after the shopping, and aims to gather the shopper’s unplanned objectives, which are accomplished during the shopping trip. The two sections contain two types of objectives: general objectives and specific objectives. The general objectives are related to the general activities that can be done in the mall, such as exploring, browsing, etc. The specific objectives are related to visiting specific stores, kiosks or places in the mall in order to purchase specific product or service.

This part of the questionnaire begins with some instructions clauses, which are the following:

  • Sub-section pre-shopping trip:

    • General objectives (planned):

  • Specific objectives (planned and expected):

  • Sub-section pre-shopping trip:

    • General objectives (unexpected):

  • Specific objectives (for department and big stores):

This section aims at gathering data about the spatial use of the two floors of Square One mall.

In this section, we gather data concerning the habits, preferences, and interests of the respondents.

  • Parking preferences:

  • The usual used parking:

  • Preferred shopping period-s :

  • Preferred shopping day-days:

  • Preferred shopping floor-s in the mall-s :

  • Preferred mall corridors:

  • Preference of density and crowding:

  • The emotional states in crowding:

  • Sense of orientation and wayfinding :

  • Odor preferences

  • Lighting preferences:

  • Colors preferences (display colors)

  • Colors preferences (decoration colors)

  • Advertisment preferences:

  • General interests:

  • Musical preferences:

In this last section of the individual questionnaire, we put the respondent in specific shopping situation and we ask him/her about his/her emotional states or actions when he/she is in this situation. In the following points we present these situations.

  • Satisfaction or dissatisfaction:

  • Don’t have enough time:

  • Reactions in specific emotional state:

    • Happy or joyous:

  • Sad or Worried:

  • Disappointed:

  • Angry:

  • Satisfied pr comfortable:

  • Unsatisfied or uncomfortable:

A.2. Group questionnaire

The second part of the questionnaire is addressed to gather data about a group of shoppers. This group can be formed by members’ family, friends, colleagues, etc. who come to the mall in order to do shopping together. Before filling the group questionnaire, we need to fill the individual questionnaires for each member of the group who is over than 13 years. When the members finish filling the questionnaire, we choose one member from this group, and we ask him/her to fill the group questionnaire. The selected member must be able to fill the questionnaire, such as the leader of the group. The group questionnaire is composed of the following sections:

Like the individual questionnaire, the first section aims to identify the questionnaire and to give some instructions for the respondents. It contains a head and a part for the instructions. The head is the following:

The instructions are the following:

This section aims to identify the group concerned with this questionnaire. We have the following questions:

  • The type of the group:

  • The composition of the group:

  • If there is a planned separation:

In this section, we gather some data about the potential separation of the group members and about the movement of the group members inside the mall.

  • If the group is separated:

© Walid Ali, 2006

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Bibliography  Sommaire  Annexe B: Descriptions of the multi-agent based models of shopping behavior in a mall