Electronic Retailing

This survey is designed to obtain a better understanding of retailers and their e-commerce operations.



   
 
2. What is the main retail category that your brick-and-mortar store(s) operates in?
 
   
Retail Brand on the Internet

For the following questions please consider your primary e-commerce Web site and the retail category you selected in question #3 above.

Very Weak Very Strong
Compared to your online competitors, how would you rate the strength of your company's retail brand on the Internet?

Overall, compared to other brands in your retail category, how would you rate the level of awareness of your retail brand name on the Internet?

Overall, compared to other brands in your retail category, how would you rate the level of quality associated with your retail brand name on the Internet?

Overall, compared to other brands in your retail category, how would you rate the level of favorability associated with your retail brand name on the Internet?

Overall, please rate the level to which your brand is recognized with its retail category on the Internet.
 
   
Distribution Operations

Please focus on your primary e-commerce operations. Please rate your agreement with each of the following statements.

Strongly Disagree Strongly Agree
Relative to our competitors, products are consistently available in inventory.

Compared to our competition, the time between receiving and shipping orders is shorter.

Our company relies on supplier drop shipments to consumers to satisfy online orders.

Our company's distribution system can handle the volume of online orders.

Relative to our competition, online orders are filled from our existing inventory.

Compared to our competition, our company relies heavily on backorders.
 
   
International Markets

Once again, please focus on your primary e-commerce operations.

Strongly Disagree Strongly Agree
Before we started our primary Web site, some people in my company had experience in international markets.

My company knows how to market products in other countries.

Few people in my company's primary Web site operations are knowledgeable about foreign markets.

Our e-commerce strategy considers differences between the home market and foreign markets.
 
   
Internal Organizational Culture

Again, please rate your agreement with each of the following statements.

Strongly Disagree Strongly Agree
In general, our e-commerce top managers favor a strong emphasis on marketing tried and true products.

In the past year, my firm has marketed many new lines of products on the Web site.

In dealing with competitors, our e-commerce approach is to respond to actions which competitors initiate.

In dealing with competitors, our e-commerce approach is to pursue an aggressive, competitive posture.

In general, our e-commerce top managers favor low-risk projects (i.e., projects with certain rates of return).

In general, our e-commerce top managers belieive that bold, wide-ranging acts are necessary to achieve the firm's objectives.

When confronted with decision-making situations involving uncertainty, our e-commerce approach is to adopt a cautious, "wait-and-see" posture.
 
   
This set of questions also considers your company's internal culture. Please focus on your primary e-commerce operations.
Strongly Disagree Strongly Agree
Satisfying our customers is our most important business objective.

We constantly communicate our commitment to serving customer needs.

We share information about our successful and unsuccessful experiences across all business functions.

Our strategy for competitive advantage is based on our understanding of customers' needs.

We measure customer satisfaction infrequently.

We have regular performance measures of customer service.

Our competitors are more customer focused than we are.

I believe that our business exists primarily to serve customers.

Data on customer satisfaction are disseminated at all levels in our e-commerce unit on a regular basis.
 
   
Channel Isses

If the question does not apply to your company's situation please select not applicable (n/a).

Strongly Disagree Strongly Agree n/a
We find it difficult to change established procedures to cater to the needs of e-commerce customers.

We can easily change the manner in which we carry out tasks to fit the needs of e-commerce.

This firm will not aggressively pursue an e-commerce strategy that causes existing investments to lose value.

We are willing to sacrifice sales from existing channels in order to improve sales on our primary Web site.
 
   
Supplier Relations

Considering the relationship with your most important supplier with which you are familiar, please indicate your level of agreement with each of the following statements.

Strongly Disagree Strongly Agree
There is open communication between our e-commerce business and our most important supplier.

Our e-commerce business and our most important supplier share common objectives.

Our most important supplier makes it difficult for our e-commerce business to do its job.

Our most important supplier does not like many of the things our e-commerce business does.

The products we get from our most important supplier can also be purchased by end-users on our most important supplier's Web site.

Our most important supplier does not offer products to end-users on their Web site.

There is an overlap in products offered to end-users on our Web site and our most important supplier's Web site.
 
   
Market

For the following please consider the market in which your retail brand competes online.
Please consider the online retail category you specified at the beginning of the survey.

Strongly Disagree Strongly Agree
Customers' preferences change frequently.

Our customers rarely request new products.

Customer needs are becoming more predictable.

Customer loyalty is decreasing.

On the Internet, the rate of firm failure is high in this retail category.
 
   
 
Approximate revenue growth (%)
   
Approximate total online sales (in US $)
   
Percentage of Web site customers that were repeat purhasers (%)
   
Advertising dollars as a percentage of sales dedicated to e-commerce (%)
   
Percentage of sales generated from affiliate program (%)
   
Approximate advertising budget (in US $)
   
Percentage of sales generated from outside the headquarters' country (%)
   
 
   
Please indicate the extent to which your company's Web site has achieved the following outcomes relative to its original objectives for the most recent annual fiscal period.
Well below
objectives
Met
objectives
Well above
objectives
Total sales
Profitability
Market share
Sales growth
Number of new customers
Customer service
 
   
This set of questions are general inquiries into your e-commerce operations.

Again, please focus on your company's primary e-commerce Web site. This set of questions are general inquiries into your e-commerce operations.


Please indicate when your company entered the online market, relative to the competition, in the online retail category you specified at the beginning of the survey.


 
   
 
Please indicate your current job title.
 
   
The first set of questions pertain to your e-commerce operations in general. Some of your responses will be referred to later in the survey.
1. How many Web sites does your company currently operate?
 
   
 
2. How many of the Web sites you specified in question #1 are e-commerce sites (i.e., allow online purchases)?
 
   
 
3. What is the main retail category that your Web site operates in?
 
   
 
For the remainder of the survey, when asked about your Web site, please focus on the e-commerce site that you consider to be your company's primary e-commerce Web site.
 
   
 
5. How many people are employed for your Web site operations?
 
   
 
4. Where is your Web site headquartered?
 
   
Brick-and-Mortar Operations

The next few questions pertain to brick-and-mortar operations (i.e., retail store(s) operating in the physical marketplace).

You will directed to the next section based on your response by clicking on the 'Submit' button

1. Does your company operate one or more brick-and-mortar retail stores?




 
Yes
 
No
 
   
Brick-and-Mortar Retail Brand

Please consider the retail category of your brick-and-mortar operations you selected in question #2 directly above.

Very Weak Very Strong
Compared to your brick-and-mortar competitors, how would you rate the strength of your company's retail brand in the physical marketplace?

Overall, compared to other brands in your retail category, how would you rate the level of awareness of your retail brand name in the physical marketplace?

Overall, compared to other brands in your retail category, how would you rate the level of quality associated with your retail brand name in the physical marketplace?

Overall, compared to other brands in your retail category, how would you rate the level of favorability associated with your retail brand name in the physical marketplace?

Overall, please rate the level to which your brand is recognized with its retail category in the physical marketplace?
 
   
Affiliate Program

An affiliate is defined as a Web site that is linked to your site and receives a commission or fee for sales generated from the affiliate's link.

You will directed to the next section based on your response by clicking on the 'Submit' button.

Does your primary Web site have an affiliate program?
 
Yes
 
No
 
   
 
How many affiliates are currently enrolled in your affiliate program?
 
   
 
How long has your affiliate program been in operation?
 
   
 
How many marketing agreements does your company have with search engines and portals for its primary e-commerce Web site?
 
0
 
1-3
 
4-9
 
10-19
 
20-49
 
50 or more
 
Do not know
 
   
 
On average, how many unique visitors does the primary e-commerce Web site receive each month?

 
   
 
Yes No Don't know
Is your primary e-commerce Web site the result of a joint venture or partnership with another company?
Is your primary e-commerce Web site maintained by an outside firm?
 
   
Lastly, we would appreciate your providing the following information about you personally.

Note that this information will be used for classification purposes only, and will not be analyzed on an individual basis.

How long have you been employed by this company?
 
Less than 1 year
 
1-2 years
 
3-5 years
 
More than 5 years
 
   
 
Name
   
Company
   
Street Address
   
City
   
State
   
Zip Code
   
E-mail address
   
 
   

Summary Report Request

Would you like to receive a summary report of the findings?

If so, be sure to complete the next section.


 
Yes
 
No
 
   
 

Thank you for completing this questionnaire!



 



To finish the survey and submit your responses, simpliy click the "Submit" button.


 



If you have any questions about this questionnaire or the study in general, please feel free to contact:


 

 
   
 
This survey is designed to obtain a better understanding of retailers and their e-commerce operations.

In return for completing the summary, you will be able to receive a summary report of the results. Please be assured that your responses will be kept strictly confidential. Only summary information will be reported.



 




Please focus your responses on the online portion of your retail operations if your company operates both an online store and physical store(s). If your company operates more than one Web site, please focus on the Web site that you consider to be the primary e-commerce site, unless specified otherwise.

Instructions for completing the survey.




  • Drop-down Menu: click on the arrow on the right and use your mouse to select your response.

  • Circles: click on the circle that best represents your response to the statement or question.

  • Fill-in Box: type your response in the space provided.


 
   
The first set of questions pertain to your e-commerce operations in general. Some of your responses will be referred to later in the survey.
1. How many Web sites does your company currently operate?
 

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