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• cost of goods <br /> • selection • <br /> • service <br /> - 4. Other businesses needed in downtown <br /> CUSTOMER INTERCEPT SURVEY <br /> Good planning is the key to getting good results from an intercept survey.The time of day, day <br /> of week, season of year, and location of surveyor all have to be taken into account when <br /> designing this survey to avoid biased results and get an accurate picture of the range of customers <br /> that downtown serves. Technique and skill of the interviewer and question design are also <br /> important to getting quality results,so consult a professional for advice,and get samples from <br /> other communities. <br /> Things to ask in an intercept survey: <br /> 1. Profile of customer <br /> • sex <br /> • age <br /> • household income <br /> • place of residence <br /> 2. Shopping preferences <br /> • how often come downtown <br /> • purpose of this downtown trip <br /> • where customer usually shops • <br /> • provide a list of types of goods with check offs for downtown, other competing <br /> shopping <br /> centers and a"don't buy this"option <br /> • media used for shopping information <br /> • time of day and day of week most likely to go shopping <br /> 3. Perceptions of downtown as a place to shop.Have respondents indicate whether they think <br /> the following attributes are excellent,good,fair or poor: <br /> • parking <br /> • cleanliness <br /> • traffic <br /> • shopping hours <br /> • promotions <br /> • crime <br /> • quality of businesses <br /> • cost of goods <br /> • selection <br /> • service <br /> 4. Other businesses needed in downtown <br /> • <br /> 22 -STEP BY STEP MARKET ANALYSIS <br />