1. © Q&A Research & Consultancy 2009 Introduction palm devices

2. © Q&A Research & Consultancy 2009 To collect all data we use palm-top tools, as shown left. The questionnaire is programmed on these devices. In the next pages the use of the devices will be explained.

3. © Q&A Research & Consultancy 2009 Start and set up (1) To switch the device on / off push the button on top. Attention: if you don’t use the device for one minute it will go on standby mode. Just push the switch on / off button to continue. Take the stick to make your selections. In this example you see the menu. If not, click the home button (see circle) till you see the menu as shown in this example. Click the icon iQuestion. If not visible, click also the home button till you see the iQuestion icon. Click iQuestion and “OK”, the program will start.

4. © Q&A Research & Consultancy 2009 Now select which user you are (Donnerstag, Freitag, Samstag) under “Surveyor” and your location (Regensburg, Braunschweig, Viernheim or Frankfurt/Main) under “Venue”. If you do not see your user name or Venue, click on the arrows right of the comment box or the buttons to scroll through venues or surveyors. Click “Proceed” if you have selected Surveyor and Venue. You are now ready to interview! Start and set up (2) On screen the following display will be seen. Choose your questionnaire Leder und Schuh at ‘Tap on a questionnaire to Select it’. Click “Proceed” on the bottom right.

5. © Q&A Research & Consultancy 2009 Start and set up (3) You now can start interviewing. However it is highly recommendable to first test the questionnaire before you start, it gives you a better understanding. Click first “Test Mode” and than “Start Interviews” to view the questions and answers. This data will not be saved. This is an exit research, which means you are located with your palm devices at the exit of the store. Before you start make sure the store manager or his/her assistant knows you are there and ready to start the interviewing. Approach the customer, say hello to the customer that is leaving the store and ask them if they would like to cooperate in a questionnaire about this store and their experience. Make sure your palm is ready and click “Start interview”.

6. © Q&A Research & Consultancy 2009 Start fieldwork Ask the questions as shown on your screen, the palm device selects the right questions. It is an unaided survey but to make it more easy for you the answers are already structured. Ask the question and select the right answer box. Do not answer the question for them, but if you are not sure which answer to select rephrase your answer. Always interview only one customer at the time. Click “Next” to go to the next question. Click “Previous” to go to the prior question. At the end of the questionnaire some demographical questions are asked. Do not forget to thank the customer for their time and select their gender (do not ask it!). After the questionnaire is ended it will show you the start question again and you can ask the next customer to participate.

7. © Q&A Research & Consultancy 2009 Type of questions Single Response questions: you can only select one answer. Click “Next”. Multiple response questions: you can select multiple answers. You will see in the screen how many answers you have selected. Click “Next”. For both types you can use the arrows right of the comment box or the buttons (see circle) to scroll through the answers. Open questions: you have to type in the correct number of minutes, euros spend et cetera. Click the answer box and a num lock will appear. Select the right number and make sure you use the dots right. Click “done” and “Next”.

8. © Q&A Research & Consultancy 2009 Troubleshoot If a customer decides during the interview he or she does not want to participate anymore, ask them friendly to continue. If they really do not want to finish it, ask them if you can ask them a last question. Select “Demog” and the last question is shown. Press the “!“ to view how many interviews have done and when. Make sure your data sample (the customers you speak) is selected customers randomly and gives us representative picture of the people that comes to the stores (other specs 50% man / 50% women, 40 interviews per day). The devices are tested thoroughly, however it can happen that the battery has a short life. Please put your device on a charger when finished. Make sure you see an lightning arrow. If the battery is dead, all data can be lost. MSM gives you further instructions what to do with the devices after finishing working.

9. © Q&A Research & Consultancy 2009 The questions are asked on store level not on general level. The respondents are asked to judge the different aspects in the store and if their store experiences concerning store personnel, environment et cetera are better or worse than expected. Select “Neutral” if they respond okay or acceptable. Use Positive or Negative if they think it was better or worse than neutral. Only use extremely positive or negative if they use words such as much or really. Please make sure that the customers are aware of the difference between experience and expectations. Otherwise explain them the difference. Good luck!