Survey research methods final project

Table of Contents

Executive Summary……………………………………………………………………….………1

Review of Relevant Information……………………………………………………….………….2

Method…………………………………………………………………………………………….6

Results……………………………………………………………………………………………15

a. Purpose……………………………………………………………………………….15

b. Design………………………………………………………………………………..15

c. Participants………………………………………………………………………...…16

d. Procedure…………………………………………………………………………….17

e. Quantitative Results………………………………………………………………….17

f. Qualitative Results………………………………………………………………...…26

Discussion and Recommendations………………………………………………………………29

Appendices……………………………………………………………………………………….32

a. Appendix A…………………………………………………………………………..32

b. Appendix B…………………………………………………………………………..38

c. Appendix C………………………………………………………………………..…58

d. Appendix D…………………………………………………………………………..66

1

Executive Summary

This study was conducted to gain feedback from Auburn University students about the

current services and clothing merchandise available in the Auburn University Bookstore.

Motivated by a desire to serve students in the best way possible, the Auburn University

Bookstore staff wanted actionable items they could improve upon for the betterment of their

services to customers. Under the direction of Catherine Lee, director of the Auburn University

Bookstore, a survey was administered to Auburn University students.

The results of the survey concluded that:

Of the total participants, 57 percent find the Auburn University Bookstore

merchandise to be appealing or very appealing.

Of the total participants, 98 percent found the Auburn University Bookstore

merchandise to be readily available to them.

Of the total participants, 94 percent were not aware of the VIP Program.

The following report analyzes in detail the findings collected through the survey administered for

the purposes of this study. A total of 331 individuals participated in the study. The feedback

garnered was analyzed and interpreted in order to draw conclusions as to how the Auburn

University Bookstore can best serve students, faculty and the community through the services

and merchandise available in store.

2

Review of Relevant Information

Past Research

In the fall of 2014, a research project was conducted by a group of PRCM 4510 students

in collaboration with the Auburn University Bookstore. The purpose of the study was to gain

feedback from Auburn University students regarding the services and customer satisfaction of

the available resources at the bookstore. The project specifically focused on textbook purchasing

and rental. A total of 454 students participated in the study. The results concluded that the

majority of students surveyed say price is the biggest factor in choosing a bookstore. Of the

students surveyed, 44 percent felt that Auburn University Bookstore prices are comparable to

other book retailers. Additionally, the majority of respondents said they would benefit from

extended store hours.

Current Study

Due to the success of the study, a second research project in collaboration with the

bookstore was conducted. Under the direction of Catherine Lee, another group of PRCM 4510

students began a study to gain additional feedback from Auburn University students about the

services and merchandise available in the bookstore, this time focusing on the boutique clothing

and specialty services. This report summarizes the findings gained through the survey conducted

for this study.

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The Auburn University Bookstore

The Auburn University Bookstore is located on Auburn’s central campus in the Haley

Center as a resource for students, faculty and the community. The Auburn University Bookstore

offers a wide variety of services to meet the needs of students and faculty. Additionally, it

provides an assortment of Auburn memorabilia and merchandise for Auburn fans and campus

visitors.

Store Hours

Monday & Friday 7:45 a.m. – 4:45 p.m.

Tuesday – Thursday 7:45 a.m. – 5:15 p.m.

*The Auburn University Bookstore is also open on Saturdays for final exams, textbook buyback

and special Saturday events throughout the year.

Auburn University Bookstore Study ER

The Study ER is an extension of the Auburn University Bookstore. Located on the

second floor of the Ralph Broun Draughn Library, it offers students copy services, testing

materials, study enhancements, project supplies and a variety of other items.

Study ER Hours

Monday-Thursday 7:00 a.m. to 11:00 p.m.

Friday 7:00 a.m. to 2:00 p.m.

Saturday 11:00 a.m. to 4:00 p.m.

Sunday 1:00 p.m. to 11:00 p.m.

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Bookstore Sections

Textbook Services:

Textbook Rental

Purchase/Rental

Sellback

Compare Feature

Clothing & Gifts

Women

Men

Unisex

Children

Under Armor

Hats

Home & Office

Specialty

Recreation

Technology Services:

Apple & PC Computers

Software

Technology & Computer Accessories

Electronics

5

Department Contacts

Toll Free: 1.800.880.0392 Name Phone Title

Katie Lee 334.844.1350 Bookstore Director

Kathryn Harmon 334.844.1698 Assistant Director

Russell Weldon 334.844.1361 Textbook Manager

Abby Coan 334.844.1398 Merchandise Manager

Matt Caudle 334.844.1360 Computer Specialist

Margaret Hendricks 334.844.1392 General Books Manager

Leigh Ann Rowell 334.844.1393 Supplies

Lynn Rhoden 334.844.1695 Online Mrkt. & Sales Specialist

Mike Robinson 334.844.1367 Webmaster

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Method

This study included a 28-question online survey created using Qualtrics Survey Software.

The survey was distributed to Auburn University students through the Auburn University IMG

Athletics weekly Ignited email as well as through social media forms including Facebook,

Groupme and email. The survey was available from April 1, 2015 to April 15, 2015.

The survey design began by meeting with the Auburn University Bookstore staff to

evaluate what information they desired to obtain. During this meeting, the target audience was

identified, sample questions were reviewed and the goal of the research efforts was established.

The purpose of the survey was to gain feedback about the current services and clothing

merchandise available in the Auburn University Bookstore. Questions were strategically written

in order to collect data from Auburn University students on how the bookstore can best serve the

student body.

The first question of the survey included a screener question to ensure that participants came

from the target audience, Auburn University students. The remainder of the survey included a

variety of questions such as Likert-type scale, yes or no, multiple choice and open-ended. The

survey also included four demographic questions.

To meet the client’s needs, the survey needed to have strong validity and reliability. Validity

is “the extent that a research project actually measures what is intended or purports to test”

(Stacks, p. 127). Reliability is “the extent to which results would be consistent or replicable if the

research were conducted a number of times” (Stacks, p. 128). In order to test these, each

member of our team took the survey and practiced sending the link, having those external from

our group take a practice run of the survey.

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A total of 331 participants started the survey, 30 of which were non-Auburn University

students who were automatically directed to the end of the survey. Of the remaining 301

participants, 248 completed each survey question.

The following is a complete list of questions that were included in the survey and the reason

why each question was included.

1. Are you currently a student at Auburn University?

This question was asked because data from only current Auburn University students was

needed. If the participant responded “no” to this question, they were automatically brought to the

end of the survey.

2. Please select you gender.

This question was asked to determine the percentage of male or female participants and

was used in order to cross-reference with the participant’s answers for each question.

3. Are you a member of a Greek organization?

This question was asked to determine the percentage of Greek and non-Greek participants

and was used in order to cross-reference with the participant’s answers for each question.

4. What year are you in school?

This question was asked to determine the distribution across year in school and was used

in order to cross-reference with the participant’s answer for each question.

5. Do you live on-campus or off-campus?

The question was asked to determine the percentage of on-campus and off-campus

participants and was used in order to cross-reference with the participant’s answers for each

question.

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6. Have you ever visited the Auburn University Bookstore?

This question was asked because data on in-store experience was only needed from those

who have visited the store. Those who responded “no” to this question were automatically

directed to questions about the Auburn University Bookstore website beginning with question

16, using the skip logic feature in Qualtrics.

7. On average, how many times per semester do you visit the Auburn University

Bookstore?

This question was asked to determine how frequently participants shop in the Auburn

University Bookstore.

8. Have you ever visited the Auburn University Bookstore to purchase any of the

following merchandise? (Auburn Clothing, Gifts, Technology Products, School

Supplies, General Books/Journals).

This question was asked to determine what types of products participants bought at the

Auburn University Bookstore.

9. Which clothing brands are you most likely to purchase in the Auburn University

Bookstore? (open-ended)

This question was asked to determine what brands participants prefer for Auburn apparel

and other non-boutique clothing items.

10. I find the clothing merchandise in Auburn University Bookstore to be (Very

Unappealing, Unappealing, Neutral, Appealing, Very Appealing).

This question was asked to measure whether the Auburn University Bookstore clothing

merchandise was desirable for the participants.

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11. Where are you most likely to shop for Auburn University merchandise? Select

three: (Anders Bookstore, Big Blue Bookstore, J&M Bookstore, Tiger Rags

Bookstore, Auburn University Bookstore, Academy Sports and Outdoors, Alumni

Hall, Dick’s Sporting Goods, Kinnuncan’s).

This question was asked to measure what stores participants would most likely shop for

Auburn University merchandise. It was used to determine the Auburn University bookstore’s

largest competitors.

12. What clothing brands would you like to see in the Auburn University Bookstore

boutique?

This question was asked to determine what brands participants prefer to see in the

Auburn University boutique.

13. During your visit to the Auburn University Bookstore was the merchandise you

expected to find readily available? (Yes/If no, please explain).

This question was asked to measure the number of participants that could easily locate

the items they desired to buy. It was used to measure the number of participants that found the

merchandise in the bookstore that they expected to find. It was also used to determine why those

who responded “no” did not find the merchandise they expected to find readily available.

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14. During your visit to the Auburn University Bookstore you were: select all that apply

(Greeted, Offered assistance with locating items, Given additional information

about merchandise, Offered assistance in selecting merchandise, Assisted for easy

check-out, Thanked for your visit).

This question was asked to determine the type of service participants received during

their visit to the Auburn University Bookstore. The question was asked to determine the service

received throughout the participant’s visit.

15. I find the Auburn University Bookstore floor staff and cashiers to be knowledgeable

and service-oriented. (Strongly Disagree, Disagree, Neither Agree nor Disagree,

Agree, Strongly Agree).

This question was asked to measure the level of knowledge and service the Auburn

University floor staff and cashiers offered to the customers.

16. Have you ever visited the Auburn University Bookstore website? (Yes/No).

This question was asked to measure the number of participants that have visited the

Auburn University website. Additionally, information on why participants visited the website

was only needed from those who previously visited the website. Therefore, those who responded

“no” were automatically directed to question number 18 using skip logic.

17. I visited the Auburn University Bookstore website to: select all that apply (Shop for

clothing and gifts, Learn about Bookstore events and promotion, Learn about new

products and services, Find information about the Bookstore, Directions or store

hours, Compare textbook prices or reserve/purchase textbooks).

This question was asked to determine why participants visited the Auburn University

bookstore.

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18. Please select all Auburn University Bookstore social media that you follow

(Instagram, Facebook, Twitter, Pinterest, Do no follow).

This question was asked to determine the number of participants that follow the Auburn

University Bookstore social media as well as each type of social media each participant follows.

19. Are you a member of the Auburn University Bookstore VIP Program (Yes/No).

This question was asked to determine the percentage of participants that are members of

the Auburn University Bookstore VIP Program. Additionally, information about the VIP

Program was only needed from participants that were members. Therefore, those who responded

“no” were automatically directed to question 21 using skip logic.

20. I attend VIP events (Never, Rarely, Occasionally, Sometimes, Frequently, Usually,

Every time).

This question was asked to determine how frequently participants attended VIP events.

21. Rate your awareness of the Auburn University Bookstore special events. (Not

Aware, Slightly Aware, Somewhat Aware, Moderately Aware, Extremely Aware).

a. Resident’s Nights

This question was asked to determine how aware participants were of Resident’s Nights.

b. Author Signing Events

This question was asked to determine how aware participants were of Author Signing

Events.

c. Secret Sales

This question was asked to determine how aware participants were of Secret Sales.

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d. Social Media Events

This question was asked to determine how aware participants were of Social Media

Events.

22. Rate how important the Auburn University Bookstore special events are to you.

(Not Important, Slightly Important, Somewhat Important, Moderately Important,

Very Important, Extremely Important).

a. Resident’s Nights

This question was asked to determine how important Resident’s Nights were to

participants.

b. Author Nights

This question was asked to determine how important Author Nights were to participants.

c. Secret Sales

This question was asked to determine how important Secret Sales were to participants.

d. Social Media Events

This question was asked to determine how important Social Media Events were to

participants.

23. What types of events, promotions or sales would you like to see the Auburn

University Bookstore offer? (open-ended).

This question was asked to determine what types of events, promotions or sales

participants would like the Auburn University Bookstore to offer.

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24. The Auburn University Bookstore hours are Monday and Friday 7:45 a.m.- 4:45

p.m. and Tuesday- Thursday 7:45 a.m.- 5:15 p.m. Are you satisfied with these

hours? (Yes/If no, please explain).

This question was asked to determine the percentage of participants that were satisfied

with the Auburn University Bookstore hours. It was also used to determine why those who

responded “no” were not satisfied with bookstore hours.

25. If the Auburn University Bookstore hours were extended, when would you most

likely shop at the bookstore? (7:30-8:00 a.m., 8:00- noon, Noon- 5:00 p.m., 5:00- 6:00

p.m., 6:00- 7:00 p.m.).

This question was asked to determine when participants would most likely shop at the

Auburn University Bookstore if the hours were extended.

26. What time would you shop in the Auburn University Bookstore on Saturday?

(10:00-12:00 p.m., 12:00-2:00 p.m., 2:00-4:00 p.m., I would no shop on Saturday).

This question was asked to determine what percentage of participants would shop on

Saturdays and at what time those who would shop on Saturdays would be likely to shop.

27. Did you know that the Study ER in the Auburn University Library is an extension

of the Auburn University Bookstore? (Yes/NO).

This question was asked to determine the percentage of participants that were aware that

the Study ER in the Auburn University Library is an extension of the Auburn University

Bookstore.

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28. Are you aware that the Study ER hours are: Monday-Thursday 7:00 a.m. to 11:00

p.m., Friday 7:00 a.m. to 2:00 p.m., Saturday 11:00 a.m. to 4:00 p.m., Sunday 1:00

p.m. to 11:00 p.m. (Yes/ No)

This question was asked to determine the percentage of participants that were aware of

the Study ER’s hours of operation.

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Results

Purpose

The purpose of the survey was to gain feedback about the current services and clothing

merchandise available in the Auburn University Bookstore.

Design

The survey was designed by a group of students enrolled in PRCM 4510 under the

direction of Dr. Jane Teel. The survey was administered through Qualtrics Survey Software.

There were a total of 28 questions including a screener question, demographic questions, Likert-

type questions, multiple choice questions and open-ended response questions.

The survey opened with a screener question asking participants if they were a student

currently enrolled at Auburn University. If participants answered no, they were directed to the

end of the survey using skip logic and the survey was completed. If participants answered yes,

they moved on to demographic questions. The demographic questions, typically found at the end

of a survey, were moved to the front to ensure each participant answered them. The

demographic questions were deemed exceedingly important for this study, as the responses were

necessary for cross tabulation analysis of the results.

Ten of the questions were yes or no, five of which participants who responded “no” were

directed to a later question using the skip logic feature in Qualtrics and one of which that asked

for an open-ended response to clarify why participants selected “no.” The survey also included

multiple Likert-type scale questions. Likert-type scale is “an interval-level measurement scale

that requires people to respond to statements on a set of pre-determined reactions” (Stacks, p.

307). The study utilized five different Likert-type scales in the survey. One question asked the

respondents to rate the clothing merchandise in the Auburn University Bookstore from very

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undesirable to very desirable. A second question asked them to rank their agreement with a

statement strongly agree to strongly disagree. An additional question asked the participants to

rank the frequency that they visited the bookstore from 2 or less to 9 or more.

Another question asked participants to rank how frequently they attend VIP events from

never to always. Lastly, one question asked participants to rank their awareness of four different

events from not aware to extremely aware, as well as an additional question about the importance

of these events from not important to extremely important.

There were three open-ended question that allowed participants to type their opinions in

response to a prompt. Six of the questions were multiple choice, two of which asked for one

response and four of which asked the participants to select all answers that applied.

Participants

All participants who were eligible to provide feedback for this study were Auburn University

students. A total of 331 participants accessed the survey. Of those 331 participants, 319

answered the screener question “Are you currently a student at Auburn University?” 91 percent

(289) answered yes, they were students, and 9 percent answered no, they were not. The 91

percent who answered yes were eligible to continue participation in the study.

o Gender: 279 participants answered the question “Please select your gender.” 12

percent (34) were male, while 88 percent (245) were females.

o Greek affiliation: 279 participants answered the question “Are you a member of a

Greek organization?” 82 percent (230) answered yes and 18 percent (49)

answered no.

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o Year in school: 278 participants answered the question “What year are you in

school?” 26 percent (72) were freshmen; 19 percent (54) were sophomores; 35

percent (97) were juniors and 20 percent (55) were seniors.

o Location: 279 participants answered the question “Do you live on-campus or off-

campus?” 39 percent (108) lived on-campus and 61 percent (171) lived off-

campus.

Procedure

The survey was conducted using Qualtrics Survey Software. It was administered over a

period of two weeks primarily through social media and messaging applications. These included

Facebook, Facebook groups, Groupme and email. The Auburn University Bookstore also

submitted the link to their partner, Auburn Athletics, who shared the survey link in the weekly

Auburn Ignited email on April 8th. This email was sent to all Auburn University students

currently enrolled.

Quantitative

The following includes a list of each quantitative question, not including demographics,

included in the survey. Please refer to Appendix B to see the complete list of result. The

participants’ responses as well as the standard deviation are included. Standard deviation is

defined by Stacks as “the amount of confidence you place on ensuring that your findings truly

represent those in the larger population.” (p. 269).

Of the 319 that responded to the question “Are you currently a student at Auburn

University?” 91 percent (289) responded yes and 9 percent (30) responded no. The standard

deviation was 0.29.

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Of the 279 students that responded to the question “Please select your gender,” 12

percent (34) responded male and 88 percent (245) responded female. The standard deviation was

0.33.

Of the 279 students that responded to the question “Are you a member of a Greek

organization?” 82 percent (230) responded yes and 18 percent (49) responded no. The standard

deviation was 0.38.

Of the 278 students that responded to the question “What year are you in school?” 26

percent (72) responded freshman, 19 percent (54) responded sophomore, 35 percent (97)

responded junior, and 20 percent (55) responded senior. The standard deviation was 0.38.

Of the 279 students that responded to the question “Do you live on-campus or off-

campus?” 39 percent (108) responded on-campus and 61 percent (171) responded off-campus.

The standard deviation was 0.49.

Of the 277 students that responded to the question “Have you ever visited the Auburn

University Bookstore?” 100 percent (277) responded yes and 0 percent responded no. The

standard deviation was 0.00.

Of the 253 students that responded to the question “On average, how many times per

semester do you visit the Auburn University Bookstore?” 30 percent (75) responded 2 or less, 55

percent (140) responded 3-5, 10 percent (25) responded 6-8, and 5 percent (13) responded 9 or

more. The standard deviation was 0.77.


University Bookstore to purchase any of the following merchandise?” 57 percent (138)

responded yes and 44 percent (107) responded no to Auburn clothing. The standard deviation

was 0.50.

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responded yes and 57 percent (138) responded no to gifts. The standard deviation was 0.50.



responded yes and 48 percent (117) responded no to technology products. The standard deviation

was 0.50.



responded yes and 2 percent (6) responded no to school supplies. The standard deviation was

0.50.



responded yes and 22 percent (54) responded no to general books/journals. The standard

deviation was 0.15.

Of the 253 students that responded to the question “I find the clothing merchandise in the

Auburn University Bookstore to be:” 3 percent (8) responded very unappealing, 7 percent (17)

responded unappealing, 34 percent (85) responded neutral, 49 percent (123) responded

appealing, and 8 percent (20) responded very appealing. The standard deviation was 0.41.

Of the 250 students that responded to the question “Where are you most likely to shop for

Auburn University merchandise? Select three:” 16 percent (41) responded Anders Bookstore, 11

percent (27) responded Big Blue Bookstore, 70 percent (176) responded J&M Bookstore, 40

percent (100) responded Tiger Rags Bookstore, 53 percent (132) responded Auburn University

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Bookstore, 11 percent (27) responded Academy Sports and Outdoors, 10 percent (25) responded

Alumni Hall, 8 percent (19) responded Dick’s Sporting Goods, 28 percent (69) responded

Kinnucan’s. The standard deviation was not recorded due to the multiple response option.

Of the 246 students that responded to the question “During your visit to the Auburn

University Bookstore was the merchandise you expected to find readily available?” 98 percent

(242) responded yes and 2 percent (4) responded no. The standard deviation was 0.13.

Of the 250 students that responded to the question “During your visit to the Auburn

University Bookstore you were: (select all that apply)” 77 percent (192) responded greeted, 70

percent (176) responded offered assistance with locating items, 15 percent (38) responded given

additional information about merchandise, 89 percent (222) responded assisted for easy check-

out, and 81 percent (202) responded thanked for your visit. The standard deviation was not

recorded due to the multiple response option.

Of the 251 students that responded to the question, “I find the Auburn University

Bookstore floor staff and cashiers to be knowledgeable and service-oriented” 1 percent (2)

strongly disagreed, 2 percent (5) responded disagree, 8 percent (19) responded neither agree nor

disagree, 59 percent (148) responded that they agree, 31 percent (77) responded strongly agree.

The standard deviation was 0.71.

Of the 252 students that responded to the question, “Have you ever visited the Auburn

University Bookstore website?” 45 percent (113) responded yes and 55 percent (139) responded

no. The standard deviation was 0.50.

Of the 112 students that responded to the question, “I visit the Auburn University website

to: (select all that apply)” 27 percent (30) answered shop for clothing and gifts. There was 7

percent (8) that answered to learn about Bookstore events and promotions, 5 percent (6)

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answered to learn about new products and services, 38 percent (43) answered find information

about the Bookstore, directions or store hours. Finally, 84 percent (94) answered to compare

textbook prices or reserve/purchase textbooks. The standard deviation was not recorded due to

the multiple response option.

Of the 249 students that responded to the question, “Please select all Auburn University

Bookstore social media that you follow:” 2 percent (5) selected Instagram, 7 percent (18)

selected Facebook, 2 percent (6) selected Twitter, 1 percent (2) selected Pinterest and 91 percent

(226) selected do not follow. The standard deviation was not recorded due to the multiple

response option.

Of the 250 students that responded to the question, “Are you a member of the Auburn

University VIP Program?” 6 percent (14) answered yes and 94 percent (236) answered no. The

standard deviation was 0.23.

Of the 13 students that responded to the question, “I attend VIP events:” 92 percent (12)

answered never and 8 percent (1) answered occasionally. The standard deviation was 0.55.

Of the 231 students who responded to, “Rate your awareness of the Auburn University

Bookstore special event: Residents Nights”, 85 percent (197) responded not aware, 6 percent

(15) responded slightly aware, 5 percent (12) responded somewhat aware, 1 percent (4)

responded moderately aware and 1 percent (3) responded extremely aware. The standard

deviation was 0.75.


Bookstore special event: Author Signing Events”, 86 percent (198) responded not aware, 6

percent (15) responded slightly aware, 5 percent (12) responded slightly aware, 1 percent (4)

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responded moderately aware and 1 percent (3) responded extremely aware. The standard

deviation was 0.66.


Bookstore special event: Secret Sales”, 91 percent (209) responded not aware, 4 percent (9)

responded slightly aware, 1 percent (3) responded somewhat aware, 3 percent (7) responded

moderately aware and 0.08 percent (2) responded extremely aware. The standard deviation was

0.69.


Bookstore special event: Social Media Events”, 89 percent (205) responded not aware, 4 percent

(11) responded slightly aware, 3 percent (8) responded somewhat aware, 1 percent (3) responded

moderately aware and 1 percent (3) responded extremely aware. The standard deviation was

0.47.

Of the 230 students who responded to, “Rate how important the Auburn University

Bookstore special event, Resident’s Nights, are to you” 72 percent (167) responded not

important, 14 percent (32) responded slightly important, 7 percent (18) responded somewhat

important, 4 percent (10) responded moderately important, 0.08 percent (2) responded very

important and 0.04 percent (1) responded extremely important. The standard deviation was 0.93.


Bookstore special event, Author Nights are to you”, 73 percent (168) responded not important,

13 percent (30) responded slightly important, 7 percent (17) responded somewhat important, 4

percent (9) responded moderately important, 0.08 percent (2) responded very important and 0.08

percent (2) responded extremely important. The standard deviation was 0.96.

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Bookstore special event, Secret Sales are to you”, 43 percent (100) responded not important, 11

percent (25) responded slightly important, 15 percent (35) responded somewhat important, 18

percent (40) responded moderately important, 9 percent (21) responded very important and 3

percent (7) responded extremely important. The standard deviation was 1.55.


Bookstore special event, Social Media Events are to you”, 65 percent (147) responded not

important, 11 percent (25) responded slightly important, 9 percent (20) responded somewhat

important, 11 percent (24) responded moderately important, 2 percent (5) responded very

important and 0.08 percent (2) responded extremely important. The standard deviation was 1.21.

Of the 231 students who responded to “The Auburn University Bookstore hours are

Monday and Friday 7:45 a.m. – 4:45 p.m. and Tuesday – Thursday 7:45 a.m. – 5:15 p.m. Are

you satisfied with these hours?” 86 percent (199) responded yes and 14 percent (32) responded

no. The standard deviation was 0.35.

Of the 228 people who responded to “If the Auburn University Bookstore hours were

extended, when would you most likely shop at the Bookstore”, 16 percent (37) responded 7:30

a.m.-8:00 a.m., 14 percent (31) responded 8:00 a.m.-noon, 27 percent (62) responded noon-6:00

p.m., 25 percent (58) responded 5:00 p.m.-6:00 p.m. and 18 percent (40) responded 6:00 p.m.-

7:00 p.m. The standard deviation was 1.31.

Of the 231 students who responded to the question, “What time would you shop in the

Auburn University Bookstore on Saturday?” 10 percent (24) responded 10:00 a.m.-noon, 34

percent (78) responded noon-2:00 p.m., 30 percent (69) responded 2:00 p.m.-4 p.m. and 26

percent (60) responded I would not shop on Saturday. The standard deviation was 0.97.

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Of the 231 students that answered the question, “Did you know that the Study ER in the

Auburn University Library is an extension of the Auburn University Bookstore”, 24 percent (56)

answered yes and 76 percent (175) answered no. The standard deviation was 0.43.

Of the 231 students that answered the question, “Are you aware that the Study ER hours

are: Monday-Thursday 7:00 a.m. to 11:00 p.m., Friday 7:00 a.m. to 2:00 p.m., Saturday 11:00

a.m. to 4:00 p.m. and Sunday 1:00 p.m. to 11:00 p.m.” 25 percent (58) answered yes and 75

percent (173) answered no. The standard deviation was 0.43.

Statistical Significance

The survey contained multiple questions yielding results with 95 percent confidence. This

significant variable is called the p-value. The p-value shows that the error level in the survey is

no larger than 5 percent. To be considered statistically significant the relationship would have a

p-value of 0.05 or less (Stocks, p. 269). The complete results of p-values can be found in

Appendix C.

There is a statistical significance between participants who are a member of a

Greek organization and how many times per semester a participant has visited the

bookstore of a 0.02 p-value.

There is a statistical significance between participants who are a member of a

Greek organization and participants who have visited the bookstore to purchase

general books or journals of a 0.05 p-value.

There is a statistical significance between participant’s year in school and the

opinion of the clothing merchandise in the bookstore of a 0.05 p-value.

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There is a statistical significance between whether a participant lives on or off

campus and where a participant is most likely to shop for Auburn University

merchandise of a 0.04 p-value.

There is a statistical significance between participants who are in a Greek

organization and participants who have visited the Auburn University Bookstore

website of a 0.02 p-value.

There is a statistical significance between the participants’ year in school and

participants who have visited the Auburn University Bookstore website of a 0.00

p-value.

There is a statistical significance between participants who live on or off campus

and participants who have visited the Auburn University Bookstore website of a

0.01 p-value.

There is a statistical significance between the participants’ year in school and

participants who are members of the VIP Program of a 0.02 p-value.

There is a statistical significance between participants who are members of a

Greek organization and participants who attend VIP events of a 0.04 p-value.

There is a statistical significance between participants who are member of a Greek

organization and participants’ awareness of the Auburn University Bookstore

resident nights of a 0.00 p-value.

There is a statistical significance between the year in school and participants’

awareness of the bookstore residence nights of a 0.04 p-value.

26

There is a statistical significance between participants who are members of a

Greek organization and participants’ awareness of author-signing events of a 0.01

p-value.

There is a statistical significance between participants’ gender and participants’

awareness of secret sales of a 0.02 p-value.

There is a statistical significance between participants’ year in school and

participants’ awareness of secret sales of a 0.04 p-value.

There is a statistical significance between the year in school of participants and

the importance of residence nights to participants of a 0.05 p-value.

There is a statistical significance between the year in school of participants and

the time a participant would most likely shop in the Auburn University Bookstore

on a Saturday of a 0.03 p-value.

Qualitative Results

One hundred and thirty-five students answered the open-ended question “Which clothing

brands are you most likely to purchase in the Auburn University Bookstore?” The results

included:

Comfort Colors (45)

Under Armour (23)

Auburn branding (22)

No preference (13)

T-shirts/ sweatshirts (16)

Nike (11)

27

Alta Gracia (2)

School Supplies/ Books (2)

Lily Pulitzer (1)

The open-ended question “What clothing brands would you like to see in the Auburn

University Bookstore boutique?” received 85 responses. The results included:

Comfort Colors/ t-shirts (12)

Free People (10)

Ya/ boutique brands (9)

Nike (8)

No preference (7)

Columbia/ Patagonia/ Northface (5)

Do not like shopping at the boutique (5)

Under Armor (4)

Tory Burch/ Lilly Pulitzer/ Judith March (4)

Auburn brand/ game day attire (3)

Chaco (3)

Mudpie (2)

Southern Shirt Company/ Vineyard Vines (2)

Any fair trade brand (1)

Geneologie (1)

Jessica Simpson (1)

Splendid (1)

28

Umgee (1)

Seventy-one students answered the open-ended question “What type of events,

promotions or sales would you like to see the Auburn University Bookstore offer?” The

responses included:

Textbook sales/ cheaper textbooks/ school supplies (30)

More public/ highly advertised sales (11)

No preference (10)

Free scantrons/ items (4)

Clothing sales (4)

Game day/ game day attire sales (3)

Greek sales event (2)

Student discounts (2)

Auburn shirt sales/ t-shirt sales (2)

More secret sales (1)

Sidewalk sales (1)

A total of 246 participants answered the question “During your visit to the Auburn

University Bookstore was the merchandise you expected to find readily available?” Of those that

responded, 4 responded “no.” The reasons for answering “no” included:

Books are often sold out (2)

Lack of needed ink cartridges (1)

Shortage of sizes (1)

29

The survey collected 231 participants who responded to the question “The Auburn

University Bookstore hours are Monday and Friday 7:45 a.m.- 4:45 p.m. and Tuesday-Thursday

7:45 a.m.-5:15 p.m. Are you satisfied with these hours?” Of those that responded, 32 responded

“no.” The reasons individuals responded “no” included:

Needing a later closing time (14)

Needing an earlier opening time (12)

Wanting the bookstore to be open on the weekends (6)

Discussion and Recommendations

The purpose of the study was to gain feedback about the current services and clothing

merchandise available in the Auburn University Bookstore. The targeted audience was students

who attend Auburn University. The goal of the research was to look deeper into the amount of

knowledge and awareness students have regarding the Auburn University Bookstore and their

satisfaction with the services and merchandise available. After gathering and analyzing the

results, the next step was to provide specific recommendations that could be beneficial to the

client’s goal. The survey included Likert-type scale questions, yes or no questions, multiple-

choice questions, open-ended questions and demographic questions. The different types of

questions were specifically chosen depending on the content of the question.

Limitations

Of 279 participants who started the survey, 245 (88 percent) of the participants were

female. This could be due to the fact that all members of the research team are females; therefore

the survey was sent to a majority of females. Four of the five members conducting the study are

members of a Greek organization which are composed of females, contributing to the large

percent of Greek and female participation. The survey was distributed to many students in the

30

college of liberal arts, specifically public relations majors, which is a female dominated major.

Therefore, the results yielded were limited due to the primarily female feedback.

Another limitation to the study was time. Due to the school calendar and spring break, the

survey was active for only two weeks. This limited the amount of responses able to be received.

The survey was also limited in distribution, as social media, email and the Auburn University

IMG Athletics weekly Ignited email were the best channels. Due to social media networking,

every student did not receive equal access to the survey, hindering the outcome of the results.

Recommendations

The results show that 57 percent of students find the Auburn University Bookstore

merchandise to be appealing or very appealing. Ninety-eight percent of students found the

Auburn University Bookstore merchandise to be readily available to them. However, 55 percent

of students said that they have never visited the Auburn University Bookstore website. One

recommendation for this issue is to provide more advertising and awareness of the website.

Students would be more likely to browse the website outside of the store if they were more

aware of the merchandise offered.

Results also show that 94 percent of students are not aware of the VIP program. Research

shows that this could be due to a lack of advertising. If fliers or emails were sent out informing

students what the VIP program is, people would be more likely to join the program. The majority

of students were not aware of any of the special events happening in the Auburn University

Bookstore. Having employees inform students of upcoming events happening as they are

entering, exiting and checking out in the bookstore could help increase attendance at special

events.

31

Results also show that 91 percent of students do not follow social media for the Auburn

University Bookstore. In order to increase strategies to help gain followers it would be beneficial

to look at the content being posted to the social media platforms.

Also, looking at the results of the questions of the Study ER, people were both unaware

that it was part of the Auburn University Bookstore and the hours it operates. A recommendation

is to focus on letting people know the services and the hours, in order to increase the sales.

32

Appendix A

Auburn University Bookstore Survey

The purpose of this survey is to gain feedback about the current services and clothing

merchandise available in the Auburn University Bookstore. This survey is being administered by

a group of students enrolled in PRCM 4510. All responses are anonymous. Thank you for

sharing your opinions with us. If you have any questions, please contact [email protected].

1) Are you currently a student at Auburn University?

Yes (1)

No (2)

If No is selected, then skip to the end of the survey.

2) Please select your gender.

Male (1)

Female (2)

3) Are you a member of a Greek organization?

Yes (1)

No (2)

4) What year are you in school?

Freshman (1)

Sophomore (2)

Junior (3)

Senior (4)

5) Do you live on-campus or off-campus?

On-campus (1)

Off-campus (2)

6) Have you ever visited the Auburn University Bookstore?

Yes (1)

No (2)

If No is selected, then skip to “Have you ever visited the Auburn University Bookstore website?”

mailto:[email protected]

33

7) On average, how many times per semester do you visit the Auburn University Bookstore?

2 or less (1)

3-5 (2)

6-8 (3)

9 or more (4)

8) Have you ever visited the Auburn University Bookstore to purchase any of the following

merchandise?

Yes No

Auburn Clothing o o

Gifts o o

Technology Products o o

School Supplies o o

General Books/Journals o o

9) What clothing brands are you most likely to purchase in the Auburn University Bookstore?

10) I find the clothing merchandise in the Auburn University Bookstore to be

Very Unappealing (1)

Unappealing (2)

Neutral (3)

Appealing (4)

Very Appealing (5)

11) Where are you most likely to shop for Auburn University merchandise? Select three:

Anders Bookstore (1)

Big Blue Bookstore (2)

J&M Bookstore (3)

Tiger Rags (4)

Auburn University Bookstore (5)

Academy Sports and Outdoors (6)

Alumni Hall (7)

Dick’s Sporting Goods (8)

Kinnucan’s (9)

12) What clothing brands would you like to see in the Auburn University Bookstore boutique?

34

13) During your visit to the Auburn University Bookstore was the merchandise you expected to

find readily available?

Yes (1)

If no, please explain. (2) _______________________________________

14) During your visit to the Auburn University Bookstore you were: (select all that apply)

Greeted (1)

Offered assistance with locating items (2)

Given additional information about merchandise (3)

Offered assistance in selecting merchandise (4)

Assisted for easy check-out (5)

Thanked for your visit (6)

15) I find the Auburn University Bookstore floor staff and cashiers to be knowledgeable and

service-oriented.

Strongly Disagree (1)

Disagree (2)

Neither Agree nor Disagree

Agree

Strongly Agree

16) Have you ever visited the Auburn University Bookstore website?

Yes (1)

No (2)

If No is selected, then skip to “Please select all Auburn University social media that you follow.”

17) I visit the Auburn University Bookstore website to: (select all that apply)

Shop for clothing and gifts (1)

Learn about Bookstore events and promotions (2)

Learn about new products and services (3)

Find information about the Bookstore, directions or store hours (4)

Compare textbook prices or reserve/purchase textbooks (5)

35

18) Please select all Auburn University Bookstore social media that you follow:

Instagram (1)

Facebook (2)

Twitter (3)

Pinterest (4)

Do not follow (5)

19) Are you a member of the Auburn University Bookstore VIP Program?

Yes (1)

No (2)

If no is selected, then skip to “Rate your awareness of the Auburn University Bookstore special

events.”

20) I attend VIP events:

Never (1)

Rarely (2)

Occasionally (3)

Sometimes (4)

Frequently (5)

Usually (6)

Every time (7)

21) Rate your awareness of the Auburn University Bookstore special events.

Not

Aware

Slightly

Aware

Somewhat

Aware

Moderately

Aware

Extremely

Aware

Resident’s Night o o o o o

Author Signing

Events

o o o o o

Secret Sales o o o o o

Social Media

Events

o o o o o

36

22) Rate how important the Auburn University special events are to you.

Not

Important

Slightly

Important

Somewhat

Important

Moderately

Important

Very

Important

Resident’s

Night

o o o o o

Author Signing

Events

o o o o o

Secret Sales o o o o o

Social Media

Events

o o o o o

23) What type of events, promotions or sales would you like to see the Auburn University

Bookstore offer?

24) The Auburn University Bookstore hours are Monday and Friday 7:45 a.m. – 4:45 p.m. and

Tuesday – Thursday 7:45 a.m. – 5:15 p.m. Are you satisfied with these hours?

Yes (1)

If no, please explain. (2) ________________________________

25) If the Auburn University Bookstore hours were extended, when would you most likely shop

at the bookstore?

7:30 - 8:00 a.m. (1)

8:00 - Noon (2)

Noon - 5:00 p.m. (3)

5:00 p.m. – 6:00 (4)

6:00-7:00 p.m. (5)

26) What time would you shop in the Auburn University bookstore on Saturday?

10:00-12:00 p.m. (1)

12:00-2:00 p.m. (2)

2:00-4:00 p.m.

I would not shop on Saturday

27) Did you know that the study ER in the Auburn University Library is an extension of the

Auburn University Bookstore?

Yes (1)

No (2)

37

28) Are you aware that the Study ER hours are:

Monday - Thursday 7:00 a.m. to 11:00 p.m.

Friday 7:00 a.m. to 2:00 p.m.

Saturday 11:00 a.m. to 4:00 p.m.

Sunday 1:00 p.m. to 11:00 p.m.

Yes (1)

No (2)

Thank you for taking the time to take this survey. We value your feedback and appreciate

your help to better serve the Auburn University Bookstore customers.

38

Appendix B

Initial Report Last Modified: 04/21/2015

1. Are you currently a student at Auburn University? # Answer

Response % 1 Yes

289 91% 2 No

30 9% Total 319 100%

Statistic Value Min Value 1 Max Value 2 Mean 1.09 Variance 0.09 Standard Deviation 0.29 Total Responses 319

2. Have you ever visited the Auburn University Bookstore to purchase

any of the following merchandise?

# Question Yes No Total

Responses Mean

1 Auburn Clothing

138 107 245 1.44

2 Gifts 105 138 243 1.57

3 Technology Products

127 117 244 1.48

4 School Supplies

246 6 252 1.02

5 General Books/Journals

192 54 246 1.22

Statistic Auburn Clothing

Gifts Technology

Products School

Supplies General

Books/Journals Min Value 1 1 1 1 1 Max Value 2 2 2 2 2 Mean 1.44 1.57 1.48 1.02 1.22 Variance 0.25 0.25 0.25 0.02 0.17 Standard Deviation

0.50 0.50 0.50 0.15 0.41

Total Responses

245 243 244 252 246

39

3. Please select your gender # Answer

Response % 1 Male

34 12% 2 Female

245 88% Total 279 100%


4. Are you a member of a Greek organization? # Answer

Response % 1 Yes

230 82% 2 No

49 18% Total 279 100%


5. I find the clothing merchandise in Auburn University Bookstore to be # Answer

Response %

1 Very Unappealing

8 3%

2 Unappealing

17 7% 3 Neutral

85 34% 4 Appealing

123 49% 5 Very Appealing

20 8% Total 253 100%


40

6. Where are you most likely to shop for Auburn University

merchandise? Select three: # Answer

Response %

1 Anders Bookstore

41 16%

2 Big Blue Bookstore

27 11%

3 J&M Bookstore

176 70%

4 Tiger Rags Bookstore

100 40%

5 Auburn University Bookstore

132 53%

6 Academy Sports and Outdoors

27 11%

7 Alumni Hall

25 10%

8 Dick's Sporting Goods

19 8%

9 Kinnucan's

69 28%

Statistic Value Min Value 1 Max Value 9 Total Responses 250

7. What year are you in school? # Answer

Response % 1 Freshman

72 26% 2 Sophomore

54 19% 3 Junior

97 35% 4 Senior

55 20% Total 278 100%


41

8. Do you live on-campus or off-campus? # Answer

Response % 1 On-campus

108 39% 2 Off-campus

171 61% Total 279 100%


9. Have you ever visited the Auburn University Bookstore? # Answer

Response % 1 Yes

277 100% 2 No

0 0% Total 277 100%


10. On average, how many times per semester do you visit the Auburn

University Bookstore? # Answer

Response % 1 2 or less

75 30% 2 3-5

140 55% 3 6-8

25 10% 4 9 or more

13 5% Total 253 100%


11. Which clothing brands are you most likely to purchase in the Auburn

University Bookstore?

42

43

44

45

46

Statistic Value Total Responses 85

13. During your visit to the Auburn University Bookstore was the

merchandise you expected to find readily available? # Answer

Response % 1 Yes

242 98%

2 If no, please explain.

4 2%

Total 246 100%

If no, please explain. Shortage of sizes Books are often sold out. Many times the bookstore has not ordered enough textbooks for all the students registered for the section. needed ink cartridges. they didn't have the kind i needed


47

14. During your visit to the Auburn University Bookstore you were:

(select all that apply) # Answer

Response % 1 Greeted

192 77%

2 Offered assistance with locating items

176 70%

3

Given additional information about merchandise

38 15%

4

Offered assistance in selecting merchandise

72 29%

5 Assisted for easy check-out

222 89%

6 Thanked for your visit

202 81%


15. I find the Auburn University Bookstore floor staff and cashiers to be

knowledgeable and service-oriented. # Answer

Response %

1 Strongly Disagree

2 1%

2 Disagree

5 2%

3 Neither Agree nor Disagree

19 8%

4 Agree

148 59%

5 Strongly Agree

77 31%

Total 251 100%


48

16. Have you ever visited the Auburn University Bookstore website? # Answer

Response % 1 Yes

113 45% 2 No

139 55% Total 252 100%


17. I visit the Auburn University Bookstore website to: (select all that

apply) # Answer

Response %

1 Shop for clothing and gifts

30 27%

2 Learn about Bookstore events and promotions

8 7%

3 Learn about new products and services

6 5%

4

Find information about the Bookstore, directions or store hours

43 38%

5

Compare textbook prices or reserve/purchase textbooks

94 84%


49

18. Please select all Auburn University Bookstore social media that you

follow: # Answer

Response % 1 Instagram

5 2% 2 Facebook

18 7% 3 Twitter

6 2% 4 Pinterest

2 1% 5 Do not follow

226 91%


19. Are you a member of the Auburn University Bookstore VIP Program? # Answer

Response % 1 Yes

14 6% 2 No

236 94% Total 250 100%


20. I attend VIP events: # Answer

Response % 1 Never

12 92% 2 Rarely

0 0% 3 Occasionally

1 8% 4 Sometimes

0 0% 5 Frequently

0 0% 6 Usually

0 0% 7 Every time

0 0% Total 13 100%


50

21. Rate your awareness of the Auburn University Bookstore special

events.

# Question Not

Aware Slightly Aware

Somewhat Aware

Moderately Aware

Extremely Aware

Total Responses

Mean

1 Resident's Nights

197 15 12 4 3 231 1.27

2 Author Signing Events

198 17 8 5 1 229 1.23

3 Secret Sales

209 9 3 7 2 230 1.19

4 Social Media Events

205 11 8 3 3 230 1.21

Statistic Resident's Nights Author Signing

Events Secret Sales

Social Media Events

Min Value 1 1 1 1 Max Value 5 5 5 5 Mean 1.27 1.23 1.19 1.21 Variance 0.56 0.43 0.47 0.47 Standard Deviation

0.75 0.66 0.69 0.69

Total Responses 231 229 230 230

22. Rate how important the Auburn University Bookstore special events

are to you.

# Question

Not Importa

nt

Slightly Importa

nt

Somewhat

Important

Moderately

Important

Very Importa

nt

Extremely

Important

Total Respons

es

Mean

1 Resident's Nights

167 32 18 10 2 1 230 1.48

2 Author Nights

168 30 17 9 2 2 228 1.48

3 Secret Sales

100 25 35 40 21 7 228 2.46

4 Social Media Events

147 25 20 24 5 2 223 1.75

51

Statistic Resident's Nights Author Nights Secret Sales Social Media

Events Min Value 1 1 1 1 Max Value 6 6 6 6 Mean 1.48 1.48 2.46 1.75 Variance 0.86 0.92 2.41 1.47 Standard Deviation

0.93 0.96 1.55 1.21

Total Responses 230 228 228 223

23. What type of events, promotions or sales would you like to see the

Auburn University Bookstore offer?

52

Statistic Value Total Responses 71

53

24. The Auburn University Bookstore hours are Monday and Friday 7:45

a.m.- 4:45 p.m. and Tuesday-Thursday 7:45 a.m.-5:15 p.m. Are you

satisfied with these hours?

# Answer

Response % 1 Yes

199 86%

2 If no, please explain.

32 14%

Total 231 100%

54


25. If the Auburn University Bookstore hours were extended, when

would you most likely shop at the bookstore? # Answer

Response %

1 7:30-8:00 a.m.

37 16%

2 8:00-Noon

31 14%

3 Noon-5:00 p.m.

62 27%

4 5:00 p.m.-6:00 p.m.

58 25%

5 6:00-7:00 p.m.

40 18%

Total 228 100%


55

26. What time would you shop in the Auburn University bookstore on

Saturday? # Answer

Response %

1 10:00-12:00 p.m.

24 10%

2 12:00-2:00 p.m.

78 34%

3 2:00-4:00 p.m.

69 30%

4 I would not shop on Saturday.

60 26%

Total 231 100%


27. Did you know that the Study ER in the Auburn University Library is

an extension of the Auburn University Bookstore? # Answer

Response % 1 Yes

56 24% 2 No

175 76% Total 231 100%


28. Are you aware that the Study ER hours are: Monday-Thursday 7:00

a.m. to 11:00 p.m. Friday 7:00 a.m. to 2:00 p.m. Saturday 11:00 a.m. to

4:00 p.m.Sunday 1:00 p.m. to 11:00 p.m. # Answer

Response % 1 Yes

58 25% 2 No

173 75% Total 231 100%

56


57

Appendix C

58

59

60

61

62

63

64

65

Appendix D

References

Auburn University Bookstore Fall 2014 Research Project

Stacks, D. (2011). Primer of public relations research (2nd ed.). New York: Guilford Press.

Welcome | Auburn University Bookstore. (n.d.). Retrieved April 22, 2015, from

http://www.aubookstore.com/

Documents

Survey research methods final project