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    Option 1: Springdale Shopping Survey
    Instructions
    The major shopping areas in the community of Springdale include Springdale Mall West Mall and the downtown area on Main Street. A telephone survey has been conducted to identify strengths and weaknesses of these areas and to find out how they fit into the shopping activities of local residents. The 150 respondents were also asked to provide information about themselves and their shopping habits. The data are provided in the fileSHOPPING. The variables in the survey can be found in the fileCODING.
    We will concentrate on variables 1825 which reflect how important each of eight different attributes is in the respondents selection of a shopping area. Each of these variables has been measured on a scale of 1 (the attribute is not very important in choosing a shopping area) to 7 (the attribute is very important in choosing a shopping area). The attributes being rated for importance are listed below. Examining the relative importance customers place on these attributes can help a manager fine-tune his or her shopping area to make it a more attractive place to shop.
    18 Easy to return/exchange goods
    19 High quality of goods
    20 Low prices
    21 Good variety of sizes/styles
    22 Sales staff helpful/friendly
    23 Convenient shopping hours
    24 Clean stores and surroundings
    25 A lot of bargain sales

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