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Objective:

A newspaper advertising executive wanted current data on customers' shopping habits, including store loyalty, to reach major retail chain marketing executives.

Methodology:

12,000 four-page self-administered questionnaires were inserted in the paper. 400 questionnaires were selected from the 560 that were mailed back. Results covered 20 stores in five retail classifications.

Results:

The survey produced a wealth of data, including:

• Among grocery store shoppers, store loyalty had completely broken down. Eight out of ten grocery shoppers visited several chains every month.
• Pre-print ad inserts varied greatly in effectiveness. Research revealed that one store's ads could be six times more effective than a competitors' ads:

  Home Imp. Store	Checked Store Ads	Shopped Competition
  Store A	100%	26%
  Store B	100%	4%
  Store B's ads were significantly more effective than store A's ads.

• Backed by the research, the advertising executive sold a significant schedule of newspaper ads to a grocery chain that had been using direct mail only.

Survey Price: $3,900 plus printing and return postage costs.