In the last 11 days we were very busy with creating our research and discussing about our research and we decided to categorize our research into two different targertgroups. You can find the explanation about this choice somewhere else in our blog. Because we have two different targetgroups we have made two different questionnaires as you can see below. One questinnaire for a manager of Victoria's Secret and one questionnaire for customers of Victoria's Secret.
Questionnaire Manager Victoria’s Secret
1. What are the key values of Victoria’s Secret?
2. What is the mission statement & vision of Victoria’s Secret?
3. From which perspective does Victoria’s Secret operate on management level?
4. What is the target audience?
5. What does Victoria’s Secret want their customers to experience?
6. How does the company get information / an image about their customers? (For example: Research or talking to customers)
7. How does Victoria’s Secret plan & maintain their relation with the customers?
8. How does Victoria’s Secret react on changes in the needs & desires of the customers?
9. What market does Victoria’s Secret operates on?
10. Who is the most important competition?
11. How does Victoria’s Secret distinguishes themselves from other brands?
12. In what way does Victoria’s Secret promote the brand “Victoria’s Secret”?
13. How does Victoria’s Secret choose their physical location? National and international?
14. What are the main processes to get the product to the customer?
15. What is the procedure when a new product is launched?
16. In which price-segment does Victoria’s Secret operate?
17. How does your staff sell the concept/brand?
18. Does Victoria’s Secret train their staff?
19. Do you think Victoria’s Secret is a typical American concept?
1. What are the key values of Victoria’s Secret?
2. What is the mission statement & vision of Victoria’s Secret?
3. From which perspective does Victoria’s Secret operate on management level?
4. What is the target audience?
5. What does Victoria’s Secret want their customers to experience?
6. How does the company get information / an image about their customers? (For example: Research or talking to customers)
7. How does Victoria’s Secret plan & maintain their relation with the customers?
8. How does Victoria’s Secret react on changes in the needs & desires of the customers?
9. What market does Victoria’s Secret operates on?
10. Who is the most important competition?
11. How does Victoria’s Secret distinguishes themselves from other brands?
12. In what way does Victoria’s Secret promote the brand “Victoria’s Secret”?
13. How does Victoria’s Secret choose their physical location? National and international?
14. What are the main processes to get the product to the customer?
15. What is the procedure when a new product is launched?
16. In which price-segment does Victoria’s Secret operate?
17. How does your staff sell the concept/brand?
18. Does Victoria’s Secret train their staff?
19. Do you think Victoria’s Secret is a typical American concept?
Questionnaire customers Victoria’s Secret
1. Are you a male/female?
2.What is your age?
3.What is your relation with Victoria’s Secret?
4.When and how was your first experience with Victoria’s Secret?
5.What were your expectations of Victoria’s Secret before you went to the shop?
6.What were the differences between your expectations and your experience?
7.What is your experience nowadays with Victoria’s Secret? / What is your experience when you enter a Victoria’s Secret store?
8.What is your opinion about the brand Victoria’s Secret?
9.Does the vision/concept of Victoria’s Secret matches with your experience?
10. Do you think Victoria’s Secret is a typical American concept?
11. What is your opinion about the price of the products of Victoria’s Secret?
12. What is your opinion about the geographic location of the stores of Victoria’s Secret?
13. In what way do you get an idea about Victoria’s Secret?
14. Are you feeling attracted to the different advertising campaigns of Victoria’s Secret?
15. What do you think of the customer relationship management of Victoria’s Secret?
16. What do you think of the service of Victoria’s Secret? (could be negative or positive experience)
17. What do you think of the quality of the different products?
18. What do you think of the staff of Victoria’s Secret?
After making thoose questionnaires we have planned two trips to a store of Victoria's Secret. We have been in the mall of Scotsdale, just for orientation. After that we thougt it was easier to call to the store in Tempe, before we go there. We spoke on the phone with the manager and she told us to contact the headoffice of Victoria's Secret. Because they have to give a permission to do an interview with a manager but also to do interviews with their customers. We have tried to reach the headoffice for several times, but it did not work. Although, we went to Victoria's in the Tempe Marketplac and the following story happended:
We came in the store and we just looked around a bit. After a few minutes one of us contacted a saleswomen and explainded to her what we are doing and she asked her to contact a manager. She went immediatly to the manager and explained our story, but the manager reacted very touchy. She told us she had already given us the phone-number of the headoffice and we first need permission of them to interview a manager and to interview customers of Victoria's Secret. Ok, we said, we are going to do that. We stayed in the shop for a few minutes and I asked two customers of they wanted to answer some questions. The said it was fine, but they first wanted to shop. So, we went outside to reach customers who left the store, but after a few minutes the manager came outside en told us ( a bit angry again) we had to leave very quikly and we were also not aloud to interview their customers.
After this little adventure, we did not know what to do anymore. We decided to consider our problem with our teachers. And that is what we did this morning. The following solution had been reached:
After the problems with Victoriaʼs Secret about an agreement of doing interviews with customers and a manager to get to know what their thoughts about the experience of the brand Victoriaʼs Secret are, we decided to do our assignment in a different way. We will describe our fact findings and experiences and the fact findings and experiences of the other NHTV students and teachers who have visited Victoriaʼs Secret. To find out what their experiences/ thought are about the brand Victoriaʼs Secret.
We will interview them, so we get the information we want to come to an useful and realistic conclusion of the experience of the brand Victoriaʼs Secret.
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