The Neighborhood Initiative

Marketing Research-MKTG 326

Ronnies MKTG 326 Consulting Group









June 5, 2014
Drexel University












Kenny Chintaman
Matthew Fiorvanti
Stephanie Mayer
Zunaria Shaikh
Alec Zullo
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Table of Contents

Executive Summary ..........................................................................................................3

Introduction .......................................................................................................................4

Secondary Research ..........................................................................................................4

Qualitative Research .........................................................................................................7

Quantitative Research ......................................................................................................8

Questionnaire Development ........................................................................................8

Data Analysis and Results ........................................................................................10

Recommendations ...........................................................................................................16

Limitations .......................................................................................................................18

Appendices .......................................................................................................................23

References ........................................................................................................................27









3

Executive Summary

One of the most important things when compiling a research is to define a
centralized problem. In our case, Joanne presented us with the problem concerning
shopping options on Drexels campus. Drexel has a growing problem of constantly being
compared to the University of Pennsylvania. For starters, it is a fantastic thing that we are
even considered in the same league as Penn; one of the premier, Ivy League schools in
the nation. On the other hand however, there are some issues with this constant
comparison and one of them is the student experience.
Drexel University has always been about experiential learning and the university's
interaction with the surrounding communities. When comparing Drexel University to
University of Pennsylvania, one can easily see how Drexel falls short when comparing
the options that are provided to students. The breath of selections provided to students on
Penns campus dwarfs that of Drexels. Not only does Penn have a higher number of
stores, but they also give students one thing that is extremely valuable; selection. While
Drexel has decent eating options, it falls short in the categories of groceries, shopping,
and entertainment. Penn has a grocery store (Fresh Grocer), shops such as Urban
Outfitters and the Gap and even its own movie theatre.
This study is aimed at mending this issue of not having enough shopping options.
This report was compiled from information gathered through a focus group, survey and
outside research. Student input was the primary driver in our research and the underlying
theme of understanding the purchasing power and intentions of Drexel students was the
main concern.
4
Introduction

When we were given the option to do a marketing research study on Drexel
University, we were immediately excited. The first goal for any project is to fully
understand the company. It is easy to just look at Drexel and see that local business
selection is a problem, but in order to better understand Drexel, we need to understand its
background and the surrounding area as a whole.
Drexel University currently has just fewer than 14,000 undergraduates enrolled
within the University. Drexel has an extremely diverse student population and pulls from
all 50 states and 100 foreign countries. Drexel really has a focus on an international
market with 13% of its student body being comprised of international students. It is
extremely important to understand the consumer base because a lot of times,
administrators are really out of touch with the purchasing intentions of college students.
The biggest asset that Drexel fails to capitalize on is its great location. Drexel sits
just west of the Schuylkill River, which means it is only blocks from center city. Drexel
also has a respectable sized campus that consists of 74 urban acres. An issue that came up
in the presentation was the whole concept of the campus. Depending on whom you ask,
students tend to give vastly different responses when concerning the boundaries of
campus; it even appears that Drexel is unaware of their true boundaries. Drexels campus
map states that the boundaries run from East to West, 30th street to 35th and from North
to South, Walnut to Spring Garden. This is what we think of when we think of campus,
because in this outline, it includes all academic buildings. The conflict occurs when you
check the Drexel Business Services website and they list Fresh Grocer as a business
even though it is located all the way out on 40th and Walnut. Drexel uses Penn as a sort
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of scapegoat in order to hide their own inability to provide a sufficient amount of
products and services to students.
In this paper, we will share the results acquired from our surveys and focus group.
By analyzing the information through semantic scales and constructs, we gained a better
understanding for what the Drexel student wants to see on campus.

Secondary Research
To begin the foundation of our research, we looked to other sources of research
that have already been conducted. Our first thought on secondary research was to ask
Joanne Ferroni, Director of University and Community Partnerships, for her research that
was already conducted by her office. With her office providing use the research project,
we thought Joanne would have research previously done for us as a stepping-stone.
Unfortunately, the research done by her office was not made available to us, prompting
us to find other bases of research. Before starting our own search for secondary research
created a parameter so we could narrow down the research. We knew a lot of research
would be broad, thus why we would be conducting our own research later on. By creating
a parameter for the secondary research, we could find data (quantitative and qualitative)
that will become the foundation for our research design.
Findings:

According to Forbes.com, Drexel University currently hosts 24,860 students; with
at least 61% or 15,047 are undergraduates. Out of the 24,860 students, 54% are males and
46% are females. Forbes also states that 40% of the students populations are out-state
students, this makes a big difference when you take in considerations students who can
6
leave campus and go locally, compared to those that are primarily confined to campus
and those shops around it. Specifically, according to U.S. News Report 28% of the
Drexel population currently lives in college owned, affiliated, or operated housing. This
number is significant because it allows us to assume how many students will actually eat
and shop on campus and who will generally do it off-camp. The research that stuck out to
us more than the others were the research done on shopping by gender. The study, The
Relationships Between Mind Styles, consumer decision-making styles, and shopping
habits of college students, done by Melissa W Chase at Virginia Polytechnic Institute and
State University, found that when it comes to purchasing items like clothing, and
toiletries, women bought more frequently than men. For females purchasing clothing,
42.9% purchase monthly, 23.0% purchase clothing every two weeks, and 15.8% purchase
clothing weekly (Chase). For males, 32.6% purchase monthly, 5.2% purchase every two
weeks, and 46.7% purchase seldom (Chase). Females reported more frequent purchases
of toiletries, 35.5% of females purchase monthly, 38.1% purchase every two weeks, and
23.9% purchase weekly (chase). For males, 40.0% purchase monthly, 34.1% purchase
every two weeks, and 8.1% purchase weekly (Chase). When it came to buying food
outside of home, men were more prone to buy food outside (Chase). But when buying
food for home, both male and female were very similar in their answers stating that they
do it on a regular basis (Chase).
Future:
With this secondary research, we constructed our focus group, wanting to have a
mix of on and off-campus students that can help us figure out if, where, and how frequent
these students shop. We also wanted a mix of males and females so we can specifically
7
narrow those findings from Melisa Chases research to better reflect the Drexel
Community.

Qualitative Research

Our qualitative research delves into a deeper understanding on how and why
consumers pick their preferences. We made use of the inductive reasoning that came
from our participants to examine more choices and answers. With this data we were also
able to form a focused survey for our quantitative data research.
In order to receive proper Qualitative data, we arranged to set up a focus group
and examine six Drexel students and their opinions on Drexels purchasing environment.
We received these students by advertising the focus group on each group members
Facebook. All participants were not aware of the issue until asked questions. All data was
collected through open-ended discussions. We utilized a research method that was
unstructured and allowed participants to answer open-ended questions.
The focus group questions were focused on the purchasing routine made by
students, as shown in Appendix 1 in the moderator's guide.
From the answers we have received, it is safe to assume majority of on campus
and off campus students do not like the environment Drexel has for shopping. There was
a mix of students purchasing from big name brand shops and mom and pop shops.
Students did not feel anything was close for them to purchase needed products. They also
felt that the University of Pennsylvania has a much more diverse and student friendly
environment for shopping. There was nothing ambiguous about the purchasing routines,
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however all of the students believed that Drexel does not have many food choices and
should have built cheaper options at Chestnut Square.

Quantitative Research


Questionnaire Development:

Through the primary research we conducted through the focus group, and with the
original criteria mentioned in Joannes presentation, a questionnaire was developed to
focus on several key factors. We employed Google Forms to collect our data and
assemble our responses neatly and automatically. The link to the survey was posted on
each team members Facebook to allow for maximum exposure Quota sampling was
employed to curtail our responses to students that lived within University City, in either
Drexel-provided housing or off-campus housing. We surmised that the use of these
limitations would gather more accurate information about frequent shoppers and eaters
near Drexel.
Once our sample quota was employed, our variable constructs were designed to
quantify various factors. These were crafted based on the responses we received in our
focus group. The subject of each factor determined the order in which the data would be
collected. Questions that would more likely induct a personally biased opinion were
saved for the end of the survey, and purely quantitative information was collected in the
beginning.
The likelihood of a student to specifically shop at a local business, and
conversely, the likelihood of a student to specifically shop at a big box store were
measured via an ordinal scale, ranking from 1, being extremely unlikely, to 7, being
9
extremely likely, where three is the expected mean indicating indifference to any
likelihood. This particular scale was also employed to query students on how likely they
would be to seek a new restaurant or shopping complex, how likely they would be to seek
a familiar experience, the likelihood of a student choosing to eat in an international, or
domestic restaurant, as well as their likelihood of choosing a tried and proven favorite. It
was also used to quantify and finally, to weigh the value of their satisfaction with
Drexels food options. An interval scale was used to quantify the time spent shopping by
students.
The likelihood scales were not subjected to the survey taker unless they answered,
Yes to being open to the scale being quantified. For instance, students were asked if
they would eat at a new, international restaurant before they were asked of the likelihood
of them choosing to eat there. If their response to the first question was No they were
rerouted around the question quantifying the likelihood of their attendance of such a
restaurant. This method prevents students who would never go to an international
restaurant from stating their likelihood, which would not have been able to be measured
through the nominal scale.
Though not bound by constructs in a metric sense, there were some open-ended questions
to collect qualitative data peppered throughout the survey. This was by design, in order to
keep participants from simply clicking through and aimlessly completing the survey. The
responses collected here were too diverse to have been represented in any nominal scale.
This was used to determine what products students particularly reach for when they have
surplus money to treat themselves.

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Data Analysis and Results:
Twelve of our responses out of 107 total indicated that they were not Drexel
students, and thus they were not included in further analysis. Of those who were Drexel
students, 5 did not fit the criteria set aside to prevent those who did not live in the area to
contribute to the survey, rather, 5 of our 95 Drexel students do not live on campus and
were omitted from our further analysis, leaving 90 samples to choose from. Once our
quota sample was fully isolated from all of our responses, we performed some basic
analysis on student preferences and their shopping habits.

Satisfaction with Current Offerings:
Drexel students satisfaction with their current fresh and prepackaged food
offerings was ranked in a binary ordinal scale, where 0 meant full dissatisfaction and 2
indicated full satisfaction. Assuming that the mean of this value would be normal, our
hypothesis is constructed with the anticipated mean of 1. When compared with the actual
mean, and standardized for the error present, we will find a ratio of student satisfaction.
Therefore, our hypothesis is:
H0. If u > 1, students are satisfied with the food at Drexel.
H1. If u < 1, students are not satisfied with the food at Drexel.



Our mean, u, is 0.56, and according to our hypothesis, this indicates
dissatisfaction with the food available at Drexel.
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Shopping Options:

The satisfaction of shopping options near Drexel was measured as a comparison
between shopping available at the University of Pennsylvania and shopping at Drexel.
The ordinal scale (from 1-7) posed in our questionnaire requested that students rank our
available shopping options against that at the University of Pennsylvania, with 1 defined
as much worse, 4 equating the options at both schools, and 7 defined as much better.
The hypothesis employed to determine Drexels shopping experience is bounded
by the limits of our ordinal scale. The expected normal mean, equating the two shopping
experiences, should be 4. Therefore, we can conclude the formula for our hypotheses.

H0: If u >4, Drexel students believe shopping options at Drexel are better than those at
the University Pennsylvania.

H1: If u <4, Drexel students believe shopping options at Drexel are worse than those at
the University of Pennsylvania.



The resulting derived mean of our sample of satisfaction indicates that Drexel
students think shopping options at Drexel are worse than those at UPenn.

Online Shopping:
Of our 90 students analyzed, 76 responded that they shopped online. At over 84%,
this is a wide majority of our sample. A bivariate comparison was employed amongst
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those who answered yes to determine the effect of online offers, such as free shipping,
discounts, and other benefits on the incidence of online shopping. In this analysis;

H0: P < 0.05, there is no correlation between shopping online and the utilization of offers
of discounts.
.

Since P = 0.215 > 0.05, we must reject the hypothesis that there is no correlation
between shopping online and the discounts and offers available online. This suggests that
there is a direct comparison to be made between the offers available online, and
incidences of shopping online.

Dragon Dollar Use:

Assuming the null hypothesis that there is no relationship between shopping at big
box stores and Dragon Card usage, a correlation analysis was determined through
bivariate correlation of the constructs BIGBOXFREQ (whether a student shops at a big
box store, with values 2 meaning yes and 0 meaning no while 1 is sometimes), and
DDUSAGE (whether a student uses Dragon Dollars, with only yes as 2 and 0 as no). In
this situation H0 is P < 0.05, implying there is no correlation between these two
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variables. As a result, P = 0.218. Therefore, P > 0.05, and the hypothesis must be
rejected. This implies that there is a relationship between students using Dragon Dollars
and shopping in big box stores.


Analysis of the Means

With the means analyzed with DDUSAGE as the independent variable and
BIGBOXFREQ as the dependent variable, it can be derived that those who do use
Dragon Dollars have a higher likelihood of shopping at big box stores such as Walmart.

A second test was done between student Dragon Dollar use and student
preference towards shopping at local businesses. The null hypothesis being that there is
no correlation between shopping at local businesses and using Dragon dollars. The result
of this correlation test indicated that correlation value > 0.05, which indicates that there is
a significant correlation, and forces our analysis to reject the notion that there is no
correlation.

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Analysis of the Means

Upon completing the analysis of the means with regard to LOCALBUSFREQ and
DDUSAGE, it can be inferred that students who use Dragon Dollars shop and patronize
Local Businesses more frequently than those who do not use Dragon Dollars. When
comparing the results of the Mean Comparison between Dragon Dollars, Local and Big
businesses, and assuming that the normally distributed total mean would be 1 for both
values, we see a large difference for local and big box stores. 1.06 - 1 = 0.06, and 1.27 - 1
= 0.27. When accounting for standard error, we conclude that students regardless of
Dragon Dollar patronage mildly prefer local businesses, but that when sampling solely
from students using Dragon Dollars, there is a preference towards Big Box stores.

Food Restrictions:

While a small minority, there was a presence in our sample of students
who observed dietary restrictions based on their diet, their religion, or for ethical reasons.
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None of these students indicated in the free response segment which of these restrictions
they observed, or how it impacted their ability to eat out. It is noted, that roughly 11% of
our sample observed some form of dietary restriction.

Frequency Tables for Purchased Items:


These charts highlight some of the responses we received regarding our
qualitative data.







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Recommendations:

Upon completing our study for Joanne and Drexel we have reached a number of
recommendations we can suggest for the university to improve what is offered to students
living on or near campus. The focal point Drexel should base their project on is the need
to make their environment more shopper friendly. We have found that students are
leaving campus to buy basic, everyday items to fit their needs. The location of the local
stores that are available to students is extremely far from them and this results in them
having to travel constantly. When building new stores, Drexel should build them close to
campus so students can commute by foot and get there easily. A suggestion that could
prove to be very popular and appreciated by students would be providing students with a
delivery option and perhaps a mobile application to place orders. Students will find it
extremely helpful if they were to be provided with a delivery option. Students could be
given the option to place orders via a mobile application, a store website, or by calling the
store. Stores can charge a small delivery charge to accommodate students that do not
have the time to physically go into the store and shop. Additionally, Drexel should do its
best to present affordable options to students. Living on campus, many students have to
pay for their own bills in addition to housing and food. There is a high rate of overpriced
items that are unaffordable for most students. In order for the project to be successful it
needs to be affordable. Drexel would be wasting time, money, and a number of useful
resources if it invested in providing students with more shopping options without
providing reasonable pricing as this would result in students continuing to utilize other
places to shop.
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Since Drexel has a high number of international students, they should provide
these students with a variety of food choices. Providing different food choices will assist
in making international students feel welcome on campus. Because international
supermarkets are not in the vicinity of Drexels campus, different options need to satisfy
the needs of international students. This will reduce and perhaps even eliminate
international students from traveling off campus to purchase the foods they need. We
recommend that Drexel create an international supermarket near campus to satisfy the
international population. In addition to international students, Drexel University has
students with dietary and religious restrictions and students that are vegetarians that it
must keep in mind when building new places to shop. Accommodating all these students
can provide maximum results.
One of the best ways to attract students to shop on campus would be to provide
them with the incentive to do so. We recommend that Drexel provide students with
student friendly discounts and shopping perks. An example of a type of student
friendly discount that can be offered to students would be 10% off of their total for
shopping on Saturdays from 3 p.m. to 5 p.m. and this could be referred to as Student
Saturdays. With shopping perks, students can also receive discounts and special offers.
Students can sign up for a store card and be part of a program where they can accumulate
points. Every time they shop they can present their card to the cashier and accumulate
their points. The more they shop, the more points they accumulate. These points can be
used to offer larger discounts and even coupons. From conducting the focus group, we
found that students are not utilizing their Dragon Dollars simply because they do not find
the need to use them. They all agreed that they do not see the purpose in using Dragon
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Dollars when they can simply use cash. We would suggest that Drexel also provide some
type of incentive for using Dragon Dollars similar to student friendly discounts or
shopping perks. A rewards system would also give students more incentive to purchase at
local mom and pop shops near campus. Also, giving discounts via the rewards system
will also encourage students to purchase more.

Limitations
As with any marketing research, the research that we conducted for Drexel
University was presented with limitations. Limitations are weaknesses in research
methodology that might affect confidence in research conclusions (Essentials of
Marketing Research). No matter how small or large a marketing research project may be,
poorly conducted and poorly performed research will not provide relevant and useful
results. Marketing research can be carried out as efficiently as possible, however there
will always be a potential for error. Any amount and any type of limitation can hinder the
outcome that will be provided through research. Our groups main focus was to provide
our client with the most accurate, reliable, efficient, and up to date information so that it
could be utilized to better serve Drexel University students that live on or near campus,
however we faced a number of limitations during the course of our research. Limitations
that we faced included budgetary constraints, time constraints, legal and ethical
constraints, reliability of the data, lack of experienced researchers, and the ever-
changing/unpredictable behavior of consumers. Experiencing limitations during research
does not make the gathered data unreliable or useless, they are just a part of an every
study (Essentials of Marketing Research).
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During this study we had a focus group session where we asked six students
questions about the Drexel University campus and the opportunities they have and do not
have to shop on campus. Joanne, our client, provided us incentives for the six students
during our focus group session, however these incentives were not provided for the one
hundred plus students that responded to the questionnaire. The incentives were not
provided to them because it would have been too costly for the university. Although it
was not necessary to provide incentives to students who took the questionnaire, it could
have been a way to thank them for providing the university with necessary information
that is crucial to their planning. Gathering and processing data can prove to be very
expensive for any organizations. In the future, Drexel University may consider hiring
special marketing agencies to conduct surveys and research for its neighborhood
initiative project, however this may be costly, which may cause the university to not
utilize this possibility. If the university does not consider this possibility, it may be forced
to utilize data that can be accessed through secondary resources since this would be more
cost efficient.
In real world application, marketing research is time consuming and takes much
longer than the time that we were allotted during our course. Although our course was ten
weeks long, we were unable to use the full ten weeks to conduct our study. First, we had
to wait for Joanne to present the problem to us, then we had to reach out to her to provide
us with incentives for our focus group and once we were guaranteed incentives, we were
able to move forward with our focus group. Also, it took us some time to create and
modify the questionnaire before we could send it out. We had to follow a set of deadlines
with regards to carrying out the focus group, creating a questionnaire, having the
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questionnaire completed by at least one hundred students, analyzing the results and data,
and presenting the results and data to our client. The limitation of time could have caused
us to rush our study without us even being aware of it. It is possible that prior knowledge
of time constraints may have affected the research design. This may have caused our
group to put forward a research design that was forced which would in turn cause us to
gather information that was not as precise as it needed to be, however it was delivered
according to schedule.
Conducting marketing research requires researchers to invest a lot of time to
obtain the most reliable and accurate results. In addition to having only a few weeks to
carry out this study, another time constraint experienced was the limited time we had
available to put in to the study. Since we are currently students enrolled in other classes
and some of us have jobs, we had to divide our time equally with everything else.
Although some of us may be considering having a career in market research in the future,
currently we were subjected to time constraints. Additionally, because we are students, a
very strong limitation was the fact that this study lacked experienced, professional, and
polished researchers. We were not trained to carry out this study and had to carry out this
study with limited knowledge on how to conduct it as a professional researcher would.
We were limited on both prior knowledge and experience and this may have
tremendously affected how we carried out our entire study and the research design we put
in to use.
Studies that require feedback and responses from subjects may be presented with
legal and ethical constraints. We had to ensure the data we obtained was kept secure and
only used for ethical purposes to come to a conclusion for Drexel University. It was our
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responsibility to ensure that the study was carried out in a manner that would not invade
the privacy of the respondents by asking questions that were too personal or questions
that could cause respondents to become uncomfortable.
It is important to remember that even though a study will provide data for the
moment, once the study is completed, that data may change. Consumer behavior is
something that cannot be predicted because it is different from consumer to consumer
and it can change at any time. For example, we asked respondents in our focus group if
they used Dragon Dollars or found Dragon Dollars useful and all six agreed that Dragon
Dollars were not useful for them. Although they are currently agreeing that they do not
currently find Dragon Dollars useful, some of them may change their mind in the future
and decide to use Dragon Dollars. Social, religious, and economic factors as well as
family, friends, and media can influence consumer behavior changes according to the
time and moods of consumers and it. If the opinions of the respondents change in the
future, the university may act upon an initiative with past information that is not as
relevant for the project.
Research findings can be very valuable if the data collected is accurate. The client
may question the reliability of the data and decide that the findings presented to them are
not relevant or the findings are not useful and this can compromise the entire study.
Ensuring that the findings are reliable and valid is a key part of making conclusions about
those findings. A major question to ask is can the results be effectively used in order to
achieve the desired results. Overall, this study provided suggestions instead of solutions
and this might compromise the reliability of the findings if the findings/suggestions turn
out to have no use. The sample size of this study may not be indicative of the rest of the
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Drexel University students that live on or near campus and therefore a study with a much
larger sample size may need to be conducted to maximize the results before the university
decides to move forward with the project.
The limitations we faced are an expected part of the data collection process. All
studies have their own limitations but they are nothing to be ashamed of (Essentials of
Marketing Research). Researchers just need to find a way to champion the limitations
they are presented with do their best to conduct studies as efficiently as possible.



























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Appendices


Appendix 1: Moderators Guide

Introduction - Explaining the mission of the focus group.

1. Do you live on campus or off campus? On campus is a walking distance of less than 20
minutes.

2. What types of goods do you usually purchase? I.e. - food or clothing. You can specify
what you buy on campus and what is off campus.

3. What is your outlet of buying them? I.e. - online, biking, using a car, walking.

4. How much time do you feel like you spend purchasing the items in your one time shop
for your whole week?

5. Are you guys interested in spending money at the local businesses and buying products
from them or would you go elsewhere such as Wal-Mart?

6. What goods and services would you like to see in our neighborhood?

7. If you were to state how our campus is today, compared to Penn's, and lets say Penn is
the same school as Drexel, would you choose Penn over Drexel based on the location and
shopping districts around it?

8. If you were to see some type of store from your hometown, would you be likely to
shop from there because you are familiar with it or would you be willing to shop at other
stores and explore what is in the area?

9. Would you be willing to put more towards Dragon Dollars if you were able to use
them towards the shops around campus or would you rather keep your cash and use cash
instead?

10. If you saw more international stores/restaurants around campus would you try them
out or would you rather stick with what you are used to, for instance a place like Chilis?

11. With regards to disabilities for foods, such as being allergic to certain foods, being
lactose intolerant, or religious limitations, do you feel our community allows you to buy
foods even with those limitations in place?
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12. When you go to a store, what do you feel is the first thing you need to buy just for fun
to treat yourself? (Excluding the regular things such as egg, bread, milk, etc).

13. Are you happy/satisfied with your food choices here at Drexel?

14. Is online shopping a trend for any of you?

15. Do you feel like incentives online would make you purchase more online?

Thank Everyone - Explain answers mean a lot, will not be shared. Will only be used for
researching purposes.


Appendix 2: Final Questionnaire

1. Are you a Drexel student?
y/n

2. Do you live on campus? (less than a 20 minute walk to campus)
y/n

3. What do you purchase on a regular basis? Check all that apply.
food/clothing/paper products

4. How much time do you spend purchasing these items in your regular stop?
>5min/>10min/>15min/>30min/45-60min

5. Do you prefer to spend money at local businesses?
y/n/depends on the product

6. Do you prefer to spend money at Walmart?
y/n/depends on the product

7. If a new business opened in your neighborhood (>5 mins from abode) would you
prefer a new service, or a new place to buy goods?
services/goods

8a (if services). What services would you be interested in seeing?
open ended
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8b. (if goods) What type of goods would you be interested in seeing?
open ended

9. On a scale of 7-1, assume shopping options are scaled so that (4) is equivalent to
Penns campus shopping options. Rate Drexel accordingly in comparison so that (4)
would be equal to Prenn, (1) would be the worst, and (7) would be the best?

10. When you pass a brand or store chain that is present in your hometown, are you more
inclined to shop there due to the familiarity of the experience?
y/n

11.When in an unfamiliar area, how inclined are you to try a new store or service?
rate(1-7, 4 being neutral, 1 being least inclined, 7 being most inclined)

12. Do you utilize Dragon Dollars?
y/n

12a (if 12=y)
Do you use Dragon Dollars for goods or services?
y/n
12b (if 12=n)
Would you use Dragon Dollars if they were able to be utilized at local businesses near
campus?
y/n

13. Suppose a variety of unique international restaurants and stores were introduced to
the area. Would you be inclined to try any of them on your next outing?
y/n

13b (if 13=y). How inclined would you be?
(1-7, 7=very, 1=not at all, 4 = neutral)

13c(if 13=n) Would you be inclined to approach old favorite spots on an outing?
y/n

13d (if 13c=y)
How inclined would you be?
(1-7, 7=very, 1=not at all, 4 = neutral)


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14. Do you have any allergies to certain types of foods, or do you observe any culinary
restrictions for religious or ethical purposes?
y/n

14b (if 14=y)
Do you find difficulty in going out to eat with these allergies/religious
observations/ethical awareness?
y/n

14c(if 14=y)
Would you go out to eat if a restaurant specifically catered to your eating habits?
y/n

14d(if 14=y)
What are the restrictions you face/observe?
(open ended)

15. When food shopping, what is your reach item? As in, outside of the necessities you
purchase regularly, what do you reserve as a treat for yourself?
(open ended)

16. Ultimately, do you feel satisfied with the prepared and packaged food available for
purchase around Drexels campus?
y/n

16b(if16=n) What would it take to satisfy your food choices/preferences?
(open ended)

17. Do you purchase items of any type via the internet through services such as Amazon,
Instacart, eBay or any other market?
y/n

17b(If 17=y)
What sort of item do you most frequently purchase via online shopping?
(technology/food/clothing/accessories/vidya)

17c(if17=y)
Do you find that incentives such as discounts, free shipping or customer gifts inspire you
to purchase more items online?
(1-7, 1=disagree strongly, 4=neutral, 7=agree strongly)

27
References

Chase, M. W. (2004). The relationship between mind styles, consumer decision-making
styles, and shopping habits of beginning college students. (Order No. 3191732, Virginia
Polytechnic Institute and State University). ProQuest Dissertations and Theses, , 193-193
p. Retrieved from http://search.proquest.com/docview/305104885?accountid=10559.
(305104885).

Dining and Retail Directory - Drexel Business Services. (n.d.). Drexel Business Services.
Retrieved June 5, 2014, from http://www.drexel.edu/dbs/dining-retail/directory/

Drexel University. (n.d.). Forbes. Retrieved June 2, 2014, from
http://www.forbes.com/colleges/drexel-university/
Facts and Figures. (n.d.). Drexel University. Retrieved June 5, 2014, from
http://drexel.edu/undergrad/about/facts/

Hair, Joseph F., Mary W. Celsi, David J. Ortinau, and Robert P. Bush. Essentials of
Marketing Research. 3rd ed. New York, NY: McGraw-Hill/Irwin, 2013. Print.

U.S. News. Drexel University Student Life. Drexel University. Retrieved June 2, 2014,
from http://colleges.usnews.rankingsandreviews.com/best-colleges/drexel-university-
3256/student-life