CHAPTER 1 - University of Exeter

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48 Chapter 3 – The Shopping Experience might also be interested in participating. The majority of participants completed the survey in English and a few participants responded in German. The latter were translated by the principal investigator and included in the overall sample. Design and Procedure An online survey with both open-ended and closed questions was created in PHP Surveyor Version 0.98. First, to get an overall impression of participants’ feelings towards shopping they were asked to carry out a sentence completion task up to 5 times. Participants were asked to complete the following sentence: “Shopping is…” Most participants gave between three and five responses for this task. In the next two sections participants were asked to write short paragraphs describing their worst and best shopping experiences focusing on those elements that were responsible for making the experience either very bad or very good. The instructions given for the first two sections were almost identical; just the word unpleasant was changed to pleasant for the second question. The instructions for the ‘worst shopping experience’ question were: For this question please take a few moments to think about the most unpleasant shopping experience you have ever had and then try to describe it in as much detail as you can. We are interested in what made the experience so unpleasant. Here are a few questions you might want to consider (but please do not feel limited by them): 1) who did you go with? 2) When did you go? But again do not think too hard about it as we are interested in the first thoughts and feelings that come to mind”. The instructions for the best shopping experience followed the same format. Next, participants were asked to think about their ideal shopping experience, as follows:
49 Chapter 3 – The Shopping Experience This question is a little bit different. Here I would like you to describe what your ideal shopping experience would be like. To make it easier and more realistic imagine that you have £2000 to spend as you want. Tell us about how you would spend it? (i.e. What would you spend it on? Where would you go? etc.) This was followed by a question asking participants to rate their enjoyment of shopping on a scale from 1 (I hate it) to 7 (I love it) and the survey ended with a few demographic questions about participants’ age and gender and then left room for comments. (See Appendix B, p.174, for a full version of the questionnaire used). Qualitative Analysis All participants wrote about a paragraph in response to each of the three questions asked. Thematic analysis (Braun & Clarke, 2006) was used to examine the data as mentioned in Chapter 2. To start the analysis the data corpus was divided into three data sets corresponding to the worst, best, and ideal shopping experiences. As the data for this study were collected online there was no need for transcription. All data relating to the worst shopping experience were read and re-read repeatedly to gain familiarity with the data, notes were taken about the content of each participant’s responses, and initial codes were assigned. Next, codes were collated into possible themes and then each theme was reviewed to make sure that each theme reflected the meanings of all the relevant data extracts. After this, the themes were named and a short description was written to define the meaning and scope of each theme. Finally, responses from men and women were compared. These analytical steps were repeated for the data concerning the best and ideal shopping experiences.
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Page 3 and 4: ABSTRACT This thesis aims to invest
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Page 9 and 10: ACKNOWLEDGEMENTS There are many peo
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99 Chapter 5 - The Concept of Shopp
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101 Chapter 5 - The Concept of Shop
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Figure 3. Two-dimensional INDSCAL s
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115 Chapter 6 - Perceptions of Shop
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Conclusions 137 Chapter 6 - Percept
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CHAPTER 7 GENERAL DISCUSSION AND CO
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143 Chapter 7 - Discussion a leisur
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The Concept of Shopping 145 Chapter
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147 Chapter 7 - Discussion Througho
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149 Chapter 7 - Discussion not eval
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157 Chapter 7 - Discussion they act
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REFERENCES 159 References Allen, C.
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161 References Campbell, C. (1997).
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163 References Fisher, R. J. (1993)
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165 References Conceptualizing and
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167 References Prus, R. (1993). Sho
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APPENDIXES APPENDIX A - ETHICAL APP
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171 Appendixes
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APPENDIX B - QUESTIONNAIRE STUDY 1
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APPENDIX C - QUESTIONNAIRE STUDY 2
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177 Appendixes
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179 Appendixes
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APPENDIX D - SELECTED OUTPUT FROM S
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Pair 1 Pair 2 Pair 3 - HIGHSTSHOP O
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EXTREE Common Features Study 4 For
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APPENDIX E - QUESTIONNAIRES STUDY 3
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189 Appendixes
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APPENDIX F - STUDY 4 PHASE 1 DEBRIE
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193 Appendixes Hello and thanks for
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APPENDIX I - FOCUS GROUP CONSENT FO
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APPENDIX J - FOCUS GROUP SCHEDULE 1
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199 Appendixes APPENDIX K - FOCUS G
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201 Appendixes Ryan: um I did a lit
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203 Appendixes Emma: if like you’
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long queue if I can’t drive into
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207 Appendixes laughing) well yeah
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209 Appendixes than call myself a s
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211 Appendixes Emma: well normally
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Ryan: no I didn’t mean women… I
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215 Appendixes Experimenter: so do
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217 Appendixes the luxury items tha
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219 Appendixes Michael: like for me
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221 Appendixes accident he is doing
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223 Appendixes much about it is tha
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225 Appendixes and look into shop w
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227 Appendixes Experimenter: ok um
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CHAPTER 1 - University of Exeter

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