Electronic Retailing Survey Template

Electronic Retailing Survey Template has questions designed to obtain a better understanding of retailers and their e-commerce operations. For example, this QuestionPro contains questions about competitor analysis, distribution options, retail organizational culture and other such factors. Survey creators can edit these questions based on applications and send it out to the list of customers.

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2. What is the main retail category that your brick-and-mortar store(s) operates in?

Retail Brand on the Internet

For the following questions please consider your primary e-commerce Web site and the retail category you selected in question #3 above.

	Very Weak	Very Strong
Compared to your online competitors, how would you rate the strength of your company's retail brand on the Internet?	Very Weak	Very Strong

Overall, compared to other brands in your retail category, how would you rate the level of awareness of your retail brand name on the Internet?	Very Weak	Very Strong

Overall, compared to other brands in your retail category, how would you rate the level of quality associated with your retail brand name on the Internet?	Very Weak	Very Strong

Overall, compared to other brands in your retail category, how would you rate the level of favorability associated with your retail brand name on the Internet?	Very Weak	Very Strong

Overall, please rate the level to which your brand is recognized with its retail category on the Internet.	Very Weak	Very Strong

Distribution Operations

Please focus on your primary e-commerce operations. Please rate your agreement with each of the following statements.

	Strongly Disagree	Strongly Agree
Relative to our competitors, products are consistently available in inventory.	Strongly Disagree	Strongly Agree

Compared to our competition, the time between receiving and shipping orders is shorter.	Strongly Disagree	Strongly Agree

Our company relies on supplier drop shipments to consumers to satisfy online orders.	Strongly Disagree	Strongly Agree

Our company's distribution system can handle the volume of online orders.	Strongly Disagree	Strongly Agree

Relative to our competition, online orders are filled from our existing inventory.	Strongly Disagree	Strongly Agree

Compared to our competition, our company relies heavily on backorders.	Strongly Disagree	Strongly Agree

International Markets

Once again, please focus on your primary e-commerce operations.

	Strongly Disagree	Strongly Agree
Before we started our primary Web site, some people in my company had experience in international markets.	Strongly Disagree	Strongly Agree

My company knows how to market products in other countries.	Strongly Disagree	Strongly Agree

Few people in my company's primary Web site operations are knowledgeable about foreign markets.	Strongly Disagree	Strongly Agree

Our e-commerce strategy considers differences between the home market and foreign markets.	Strongly Disagree	Strongly Agree

Internal Organizational Culture

Again, please rate your agreement with each of the following statements.

	Strongly Disagree	Strongly Agree
In general, our e-commerce top managers favor a strong emphasis on marketing tried and true products.	Strongly Disagree	Strongly Agree

In the past year, my firm has marketed many new lines of products on the Web site.	Strongly Disagree	Strongly Agree

In dealing with competitors, our e-commerce approach is to respond to actions which competitors initiate.	Strongly Disagree	Strongly Agree

In dealing with competitors, our e-commerce approach is to pursue an aggressive, competitive posture.	Strongly Disagree	Strongly Agree

In general, our e-commerce top managers favor low-risk projects (i.e., projects with certain rates of return).	Strongly Disagree	Strongly Agree

In general, our e-commerce top managers belieive that bold, wide-ranging acts are necessary to achieve the firm's objectives.	Strongly Disagree	Strongly Agree

When confronted with decision-making situations involving uncertainty, our e-commerce approach is to adopt a cautious, "wait-and-see" posture.	Strongly Disagree	Strongly Agree

This set of questions also considers your company's internal culture. Please focus on your primary e-commerce operations.

	Strongly Disagree	Strongly Agree
Satisfying our customers is our most important business objective.	Strongly Disagree	Strongly Agree

We constantly communicate our commitment to serving customer needs.	Strongly Disagree	Strongly Agree

We share information about our successful and unsuccessful experiences across all business functions.	Strongly Disagree	Strongly Agree

Our strategy for competitive advantage is based on our understanding of customers' needs.	Strongly Disagree	Strongly Agree

We measure customer satisfaction infrequently.	Strongly Disagree	Strongly Agree

We have regular performance measures of customer service.	Strongly Disagree	Strongly Agree

Our competitors are more customer focused than we are.	Strongly Disagree	Strongly Agree

I believe that our business exists primarily to serve customers.	Strongly Disagree	Strongly Agree

Data on customer satisfaction are disseminated at all levels in our e-commerce unit on a regular basis.	Strongly Disagree	Strongly Agree

Channel Isses

If the question does not apply to your company's situation please select not applicable (n/a).

	Strongly Disagree	Strongly Agree	n/a
We find it difficult to change established procedures to cater to the needs of e-commerce customers.	Strongly Disagree	Strongly Agree	n/a

We can easily change the manner in which we carry out tasks to fit the needs of e-commerce.	Strongly Disagree	Strongly Agree	n/a

This firm will not aggressively pursue an e-commerce strategy that causes existing investments to lose value.	Strongly Disagree	Strongly Agree	n/a

We are willing to sacrifice sales from existing channels in order to improve sales on our primary Web site.	Strongly Disagree	Strongly Agree	n/a

Supplier Relations

Considering the relationship with your most important supplier with which you are familiar, please indicate your level of agreement with each of the following statements.

	Strongly Disagree	Strongly Agree
There is open communication between our e-commerce business and our most important supplier.	Strongly Disagree	Strongly Agree

Our e-commerce business and our most important supplier share common objectives.	Strongly Disagree	Strongly Agree

Our most important supplier makes it difficult for our e-commerce business to do its job.	Strongly Disagree	Strongly Agree

Our most important supplier does not like many of the things our e-commerce business does.	Strongly Disagree	Strongly Agree

The products we get from our most important supplier can also be purchased by end-users on our most important supplier's Web site.	Strongly Disagree	Strongly Agree

Our most important supplier does not offer products to end-users on their Web site.	Strongly Disagree	Strongly Agree

There is an overlap in products offered to end-users on our Web site and our most important supplier's Web site.	Strongly Disagree	Strongly Agree

Market

For the following please consider the market in which your retail brand competes online.
Please consider the online retail category you specified at the beginning of the survey.

	Strongly Disagree	Strongly Agree
Customers' preferences change frequently.	Strongly Disagree	Strongly Agree

Our customers rarely request new products.	Strongly Disagree	Strongly Agree

Customer needs are becoming more predictable.	Strongly Disagree	Strongly Agree

Customer loyalty is decreasing.	Strongly Disagree	Strongly Agree

On the Internet, the rate of firm failure is high in this retail category.	Strongly Disagree	Strongly Agree

Approximate revenue growth (%)

Approximate total online sales (in US $)

Percentage of Web site customers that were repeat purhasers (%)

Advertising dollars as a percentage of sales dedicated to e-commerce (%)

Percentage of sales generated from affiliate program (%)

Approximate advertising budget (in US $)

Percentage of sales generated from outside the headquarters' country (%)

Please indicate the extent to which your company's Web site has achieved the following outcomes relative to its original objectives for the most recent annual fiscal period.

	Well below objectives	Met objectives	Well above objectives
Total sales	Well below objectives	Met objectives	Well above objectives

Profitability	Well below objectives	Met objectives	Well above objectives

Market share	Well below objectives	Met objectives	Well above objectives

Sales growth	Well below objectives	Met objectives	Well above objectives

Number of new customers	Well below objectives	Met objectives	Well above objectives

Customer service	Well below objectives	Met objectives	Well above objectives

Please indicate when your company entered the online market, relative to the competition, in the online retail category you specified at the beginning of the survey.

Please indicate your current job title.

1. How many Web sites does your company currently operate?

2. How many of the Web sites you specified in question #1 are e-commerce sites (i.e., allow online purchases)?

3. What is the main retail category that your Web site operates in?

For the remainder of the survey, when asked about your Web site, please focus on the e-commerce site that you consider to be your company's primary e-commerce Web site.

5. How many people are employed for your Web site operations?

4. Where is your Web site headquartered?

1. Does your company operate one or more brick-and-mortar retail stores?

Yes

Brick-and-Mortar Retail Brand

Please consider the retail category of your brick-and-mortar operations you selected in question #2 directly above.

	Very Weak	Very Strong
Compared to your brick-and-mortar competitors, how would you rate the strength of your company's retail brand in the physical marketplace?	Very Weak	Very Strong

Overall, compared to other brands in your retail category, how would you rate the level of awareness of your retail brand name in the physical marketplace?	Very Weak	Very Strong

Overall, compared to other brands in your retail category, how would you rate the level of quality associated with your retail brand name in the physical marketplace?	Very Weak	Very Strong

Overall, compared to other brands in your retail category, how would you rate the level of favorability associated with your retail brand name in the physical marketplace?	Very Weak	Very Strong

Overall, please rate the level to which your brand is recognized with its retail category in the physical marketplace?	Very Weak	Very Strong

Does your primary Web site have an affiliate program?

Yes

How many affiliates are currently enrolled in your affiliate program?

How long has your affiliate program been in operation?

How many marketing agreements does your company have with search engines and portals for its primary e-commerce Web site?

1-3

4-9

10-19

20-49

50 or more

Do not know

On average, how many unique visitors does the primary e-commerce Web site receive each month?

	Yes	No	Don't know
Is your primary e-commerce Web site the result of a joint venture or partnership with another company?	Yes	No	Don't know

Is your primary e-commerce Web site maintained by an outside firm?	Yes	No	Don't know

How long have you been employed by this company?

Less than 1 year

1-2 years

3-5 years

More than 5 years

Name

Company

Street Address

City

State

Zip Code

E-mail address

Would you like to receive a summary report of the findings?

If so, be sure to complete the next section.

Yes

Thank you for completing this questionnaire!

To finish the survey and submit your responses, simpliy click the "Submit" button.

If you have any questions about this questionnaire or the study in general, please feel free to contact:

This survey is designed to obtain a better understanding of retailers and their e-commerce operations.

In return for completing the summary, you will be able to receive a summary report of the results. Please be assured that your responses will be kept strictly confidential. Only summary information will be reported.

Please focus your responses on the online portion of your retail operations if your company operates both an online store and physical store(s). If your company operates more than one Web site, please focus on the Web site that you consider to be the primary e-commerce site, unless specified otherwise.

Instructions for completing the survey.

Drop-down Menu: click on the arrow on the right and use your mouse to select your response.

Circles: click on the circle that best represents your response to the statement or question.

Fill-in Box: type your response in the space provided.

1. How many Web sites does your company currently operate?

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