Data gathered from research on the Mrs. Fields Cookie Store in the Eastland Mall in Bloomington, IL.

1. Descriptive AnalysesforQ28 and Q29
Statistics
1. Have youheardof Mrs.
Fieldscookie store atthe
Eastlandmall inBloomington,
IL?
N Valid 396
Missing 0
Mode 1
1. Have you heard of Mrs. Fieldscookie store at the Eastland mall in
Bloomington,IL?

2. Frequency Percent ValidPercent
Cumulative
Percent
Valid Yes 342 86.4 86.4 86.4
No 54 13.6 13.6 100.0
Total 396 100.0 100.0
Statistics
2. How did you hear about the
Mrs. Fields cookie store in the
mall? (Please check all that...-
Waling by
N Valid 251
Missing 145
Mode 1
Statistics
2. How did you hear about the
Mrs. Fields cookie store in the
mall? (Please check all that...-
Word of Mouth
N Valid 135
Missing 261
Mode 1
Statistics
2. How did you hear about the
Mrs. Fields cookie store in the
mall? (Please check all that...-
Their website
N Valid 10
Missing 386
Mode 1

3. Statistics
2. How did you hear about the
Mrs. Fields cookie store in the
mall? (Please check all that...-
Their Facebook page
N Valid 6
Missing 390
Mode 1
Statistics
2. How did you hear about the
Mrs. Fields cookie store in the
mall? (Please check all that...-
Advertising/promotions in the mall
N Valid 40
Missing 356
Mode 1
Statistics
2. How did you hear about the
Mrs. Fields cookie store in the
mall? (Please check all that...-
Other (please specify)
N Valid 38
Missing 358
Mode 1
Statistics
3. Have youeverhad a
cookie fromthe Mrs. Fields
cookie store inthe mall?

4. N Valid 396
Missing 0
Mode 1
3. Have you everhad a cookie from the Mrs. Fieldscookie store in
the mall?
Frequency Percent ValidPercent
Cumulative
Percent
Valid Yes 232 58.6 58.6 58.6
No 164 41.4 41.4 100.0
Total 396 100.0 100.0
Statistics
4. How frequently do you visit Mrs.
Fields cookie store in the mall?
N Valid 396
Missing 0
Mode 1
4. How frequently do you visit Mrs. Fields cookie store in the mall?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Never 176 44.4 44.4 44.4
Once a year 126 31.8 31.8 76.3
A few times a year 77 19.4 19.4 95.7
Once a month 12 3.0 3.0 98.7
Weekly 5 1.3 1.3 100.0
Total 396 100.0 100.0

5. 5. If you have ever had a cookie from the cookie store, what prompted you to
purchase a cookie fr...-Smell of the cookie
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 178 44.9 100.0 100.0
Missing System 218 55.1
Total 396 100.0
5. If you have ever had a cookie from the cookie store, what prompted you to
purchase a cookie fr...-Word of Mouth
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 69 17.4 100.0 100.0
Missing System 327 82.6
Total 396 100.0
5. If you have ever had a cookie from the cookie store, what prompted you to
purchase a cookie fr...-Cookie quality/selection
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 116 29.3 100.0 100.0
Missing System 280 70.7
Total 396 100.0
5. If you have ever had a cookie from the cookie store, what prompted you to
purchase a cookie fr...-Advertising/promotion
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 44 11.1 100.0 100.0
Missing System 352 88.9
Total 396 100.0

6. 5. If you have ever had a cookie from the cookie store, what prompted you to
purchase a cookie fr...-I have never purchase a cookie from the store.
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 107 27.0 100.0 100.0
Missing System 289 73.0
Total 396 100.0
5. If you have ever had a cookie from the cookie store, what prompted you to
purchase a cookie fr...-Other (please specify)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 22 5.6 100.0 100.0
Missing System 374 94.4
Total 396 100.0
6. If you do not usually purchase a cookie from the store, what kept or is
keeping you from purch...-Distance
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 176 44.4 100.0 100.0
Missing System 220 55.6
Total 396 100.0
6. If you do not usually purchase a cookie from the store, what kept or is
keeping you from purch...-The cookies at the store do not taste good.
Frequency Percent Valid Percent
Cumulative
Percent

7. Valid 1 16 4.0 100.0 100.0
Missing System 380 96.0
Total 396 100.0
6. If you do not usually purchase a cookie from the store, what kept or is
keeping you from purch...-Price
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 182 46.0 100.0 100.0
Missing System 214 54.0
Total 396 100.0
6. If you do not usually purchase a cookie from the store, what kept or is
keeping you from purch...-Lack of variety
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 15 3.8 100.0 100.0
Missing System 381 96.2
Total 396 100.0
6. If you do not usually purchase a cookie from the store, what kept or is
keeping you from purch...-I don't know the location of the store.
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 26 6.6 100.0 100.0
Missing System 370 93.4
Total 396 100.0

8. 6. If you do not usually purchase a cookie from the store, what kept or is
keeping you from purch...-I don't like cookies.
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 22 5.6 100.0 100.0
Missing System 374 94.4
Total 396 100.0
6. If you do not usually purchase a cookie from the store, what kept or is
keeping you from purch...-Other (please specify)
Frequency Percent Valid Percent
Cumulative
Percent
Valid 1 65 16.4 100.0 100.0
Missing System 331 83.6
Total 396 100.0
7. Once arriving at Eastland Mall, how easy was it to find Mrs. Fields cookie
store?
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very Difficult 6 1.5 1.5 1.5
Difficult 48 12.1 12.1 13.6
Neutral 156 39.4 39.4 53.0
Easy 152 38.4 38.4 91.4
Very Easy 34 8.6 8.6 100.0
Total 396 100.0 100.0

9. Statistics
7. Once arriving at Eastland Mall,
how easy was it to find Mrs. Fields
cookie store?
N Valid 396
Missing 0
Mean 3.40
Std. Deviation .865
Range 4
8. What location do you think it would be best to move the Mrs. Fields cookie store to, if it
wer...
Frequency Percent Valid Percent
Cumulative
Percent
Valid Uptown Normal 234 59.1 59.1 59.1
Downtown Bloomington 39 9.8 9.8 68.9
Another wing in the mall 25 6.3 6.3 75.3
Store location on Veterans
PKwy
33 8.3 8.3 83.6
Stay where it is 56 14.1 14.1 97.7
Other (please specify) 9 2.3 2.3 100.0
Total 396 100.0 100.0
Statistics

10. 9. Please
indicate your
level of
agreement with
the following
statements.-1)
Mrs.
Fields cookie
store in the
Eastland mall is
located
conveniently.
9. Please
indicate your
level of
agreement with
the following
statements.-2)
Mrs.
Fields cookie
store in the
Eastland mall
provides good
services.
9. Please
indicate your
level of
agreement with
the following
statements.-3)
The
price of cookie
and beverages
at the cookie
store is
reasonable.
9. Please
indicate your
level of
agreement with
the following
statements.-4)
The
atmosphere
(e.g.,
interior/decorati
on) of the
cookie store is
appealing.
9. Please
indicate your
level of
agreement with
the following
statements.-5)
The
selection at the
cookie store is
great.
N Valid 396 396 396 396 396
Missing 0 0 0 0 0
Mean 3.14 3.60 3.15 3.54 3.69
Std. Deviation .937 .706 .861 .783 .726
Range 4 4 4 4 4

11. Statistics
10. Please
indicate
your level of
likelihood
with the
following
questions.-
1)
Wh
en you walk
by Mrs.
Fields
cookie store
in the mall,
how likely
are you to
stop and
purchase
something?
10. Please
indicate
your level of
likelihood
with the
following
questions.-
2) If
there were
some type
of promotion
going on at
the Mrs.
Fields
cookie
store, how
likely are
you to
purchase
something
from the
store?
10.
Please
indicate
your
level of
likelihoo
d with
the
followin
g
question
s.-3)
How
likely
are you
to buy a
beverag
e with
your
cookie?
10. Please
indicate
your level
of
likelihood
with the
following
questions.-
4)
H
ow likely
are you to
visit the
Mrs. Fields
cookie
store if
they
offered
free
samples?
10. Please
indicate
your level
of
likelihood
with the
following
questions.-
5)
H
ow likely
are you to
make a
purchase
at the Mrs.
Fields
cookie
store if
given a
coupon?
10. Please
indicate
your level
of likelihood
with the
following
questions.-
6)
Ho
w likely are
you to visit
the Mrs.
Fields
cookie
store if they
had a
rewards
program
(e.g., every
10th cookie
free)?
10. Please
indicate
your level
of
likelihood
with the
following
questions.-
7)
Ho
w likely are
you to
purchase
cookies
from the
store if a
student
discount
were
offered?
10. Please
indicate your
level of
likelihood
with the
following
questions.-
8) How
likely would
you be
enticed to
go to Mrs.
Fields
cookies
store if you
knew that
they served
beverages
such as
coffee/smoo
thies?
10. Please
indicate your
level of likelihood
with the following
questions.-9)
How
likely would you
buy a combo
deal such as a
cookie and drink
from the Mrs.
Fields store?
N Valid 396 396 396 396 396 396 396 396 396
Missing 0 0 0 0 0 0 0 0 0
Mean 2.66 3.50 2.67 4.10 3.75 3.29 3.72 3.23 3.10
Std.
Deviation
1.010 .901 1.166 .928 .898 1.003 .978 1.026 1.116
Range 4 4 4 4 4 4 4 4 4

12. 11. What do you think is the best way to drive more foot traffic to the cookie store in the mall...
Frequency Percent Valid Percent
Cumulative
Percent
Valid Offer samples in the mall 187 47.2 47.2 47.2
Decorate the store front
better
16 4.0 4.0 51.3
Place a big banner in fromt
of the store to inform
customers ofmenu and
prices of cookies
15 3.8 3.8 55.1
Offer coupons 107 27.0 27.0 82.1
Offer a reward program 35 8.8 8.8 90.9
Place several banners in the
mall to inform customers of
the store location
23 5.8 5.8 96.7
Other (please specify) 13 3.3 3.3 100.0
Total 396 100.0 100.0
Statistics
11. What do you think is the best
way to drive more foot traffic to the
cookie store in the mall...
N Valid 396
Missing 0
Mode 1
Group Statistics
28. What is your gender? N Mean Std. Deviation Std. Error Mean
Male 200 2.75 1.007 .071

13. 10. Please indicate your
level of likelihood with the
following questions.-1)
When you walk by
Mrs. Fields cookie store in
the mall,how likely are you
to stop and purchase
something?
Female
196 2.57 1.008 .072
10. Please indicate your
level of likelihood with the
following questions.-2) If
there were some type of
promotion going on atthe
Mrs. Fields cookie store,how
likely are you to purchase
something from the store?
Male 200 3.42 .899 .064
Female
196 3.59 .899 .064
10. Please indicate your
level of likelihood with the
following questions.-3)
How likely are you to
buy a beverage with your
cookie?
Male 200 2.79 1.164 .082
Female
196 2.56 1.160 .083
10. Please indicate your
level of likelihood with the
following questions.-4)
How likely are you to
visit the Mrs. Fields cookie
store if they offered free
samples?
Male 200 3.97 .982 .069
Female
196 4.23 .851 .061
10. Please indicate your
level of likelihood with the
following questions.-5)
How likely are you to
make a purchase atthe Mrs.
Fields cookie store if given a
coupon?
Male 200 3.60 .941 .067
Female
196 3.91 .824 .059
Male 200 3.18 .995 .070

14. 10. Please indicate your
level of likelihood with the
following questions.-6)
How likely are you to
visit the Mrs. Fields cookie
store if they had a rewards
program (e.g., every 10th
cookie free)?
Female
196 3.40 1.000 .071
10. Please indicate your
level of likelihood with the
following questions.-7)
How likely are you to
purchase cookies from the
store if a studentdiscount
were offered?
Male 200 3.68 1.017 .072
Female
196 3.77 .936 .067
10. Please indicate your
level of likelihood with the
following questions.-8)
How likely would you
be enticed to go to Mrs.
Fields cookies store ifyou
knew that they served
beverages such as
coffee/smoothies?
Male 200 3.20 1.006 .071
Female
196 3.27 1.048 .075
10. Please indicate your
level of likelihood with the
following questions.-9)
How likely would you
buy a combo deal such as a
cookie and drink from the
Mrs. Fields store?
Male 200 3.16 1.068 .076
Female
196 3.03 1.163 .083

15. Independent Samples Test
Levene's
Test for
Equality
of
Variances t-test for Equality of Means
F Sig. t df
Sig. (2-
tailed)
Mean
Difference Std. Error Difference
95% Confidence
Interval of the
Difference
Lower Upper
10. Please
indicate your
level of
likelihood with
the following
questions.-1)
When
you walk by
Mrs. Fields
cookie store in
the mall, how
likely are you to
stop and
purchase
something?
Equa
l
varia
nces
assu
med
.225.636 1.714 394 .087 .174 .101 -.026 .373
Equa
l
varia
nces
not
assu
med
1.714
393.8
36
.087 .174 .101 -.026 .373
10. Please
indicate your
level of
likelihood with
the following
questions.-2)
Equa
l
varia
nces
assu
med
.285.594 -1.846 394 .066 -.167 .090 -.344 .011

16. If there
were some type
of promotion
going on at the
Mrs. Fields
cookie store,
how likely are
you to purchase
something from
the store?
Equa
l
varia
nces
not
assu
med
-1.846
393.8
37
.066 -.167 .090 -.344 .011
10. Please
indicate your
level of
likelihood with
the following
questions.-3)
How
likely are you to
buy a beverage
with your
cookie?
Equa
l
varia
nces
assu
med
.006.936 1.959 394 .051 .229 .117 -.001 .459
Equa
l
varia
nces
not
assu
med
1.960
393.8
92
.051 .229 .117 -.001 .459
10. Please
indicate your
level of
likelihood with
the following
questions.-4)
Equa
l
varia
nces
assu
med
.252.616 -2.865 394 .004 -.265 .092 -.446 -.083

17. How
likely are you to
visit the Mrs.
Fields cookie
store if they
offered free
samples?
Equa
l
varia
nces
not
assu
med
-2.869
388.2
22
.004 -.265 .092 -.446 -.083
10. Please
indicate your
level of
likelihood with
the following
questions.-5)
How
likely are you to
make a
purchase at the
Mrs. Fields
cookie store if
given a
coupon?
Equa
l
varia
nces
assu
med
9.31
3
.002 -3.521 394 .000 -.313 .089 -.488 -.138
Equa
l
varia
nces
not
assu
med
-3.526
389.1
13
.000 -.313 .089 -.488 -.139
10. Please
indicate your
level of
likelihood with
the following
questions.-6)
How
likely are you to
visit the Mrs.
Fields cookie
store if they had
Equa
l
varia
nces
assu
med
.985.322 -2.275 394 .023 -.228 .100 -.425 -.031
Equa
l
varia
nces
not
-2.275
393.7
33
.023 -.228 .100 -.425 -.031

18. a rewards
program (e.g.,
every 10th
cookie free)?
assu
med
10. Please
indicate your
level of
likelihood with
the following
questions.-7)
How
likely are you to
purchase
cookies from
the store if a
student discount
were offered?
Equa
l
varia
nces
assu
med
2.07
8
.150 -.971 394 .332 -.095 .098 -.289 .098
Equa
l
varia
nces
not
assu
med
-.972
392.4
31
.332 -.095 .098 -.288 .098
10. Please
indicate your
level of
likelihood with
the following
questions.-8)
How
likely would
you be enticed
to go to Mrs.
Fields cookies
store if you
knew that they
served
Equa
l
varia
nces
assu
med
1.03
8
.309 -.681 394 .496 -.070 .103 -.273 .133
Equa
l
varia
nces
not
assu
med
-.681
392.5
30
.496 -.070 .103 -.273 .133

19. 9. Please indicate your level of agreement with the following
statements.-1) Mrs. Fields cookie store in the Eastland mall is
located conveniently.
Duncana,b
29. What age group do you
fall in? N
Subset for alpha = 0.05
1 2
26-29 years old 14 3.07
19-25 years old 340 3.08
30-39 years old 15 3.40 3.40
younger than 18 years old 10 3.60 3.60
40+ years old 17 3.82
Sig. .134 .215
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 16.674.
beverages such
as
coffee/smoothie
s?
10. Please
indicate your
level of
likelihood with
the following
questions.-9)
How
likely would
you buy a
combo deal
such as a cookie
and drink from
the Mrs. Fields
store?
Equa
l
varia
nces
assu
med
1.88
7
.170 1.154 394 .249 .129 .112 -.091 .350
Equa
l
varia
nces
not
assu
med
1.153
389.6
60
.250 .129 .112 -.091 .350

20. b. The group sizes are unequal.The harmonic mean ofthe group
sizes is used.Type I error levels are not guaranteed.
10. Please indicate your level of likelihood with the
following questions.-1) When you walk by Mrs. Fields
cookie store in the mall, how likely are you to stop and
purchase something?
Duncana,b
29. What age group do you
fall in? N
Subsetfor alpha
= 0.05
1
younger than 18 years old 10 2.60
19-25 years old 340 2.61
30-39 years old 15 2.73
40+ years old 17 3.18
26-29 years old 14 3.21
Sig. .117
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 16.674.
b. The group sizes are unequal.The harmonic mean ofthe
group sizes is used.Type I error levels are not guaranteed.