Dubuque Area Retail Trade Survey - August 1983Cooperative Extension Service
ES Iowa State University
Ames, Iowa 50011
CRD 163 1June 1982
DUBUQUE AREA
CHAMBER OF COMMERCE
ARCHIVES
Dubuque Area
Retail Trade
Survey
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DUBUQUE PUBUC
Cooperative Extension Service
ES Iowa State University
Ames, Iowa 50011 DUBUQUE AREA
CRD 163 1 June 1982 CHAMBER OF COMMERCE
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TABLE OF CONTENTS
Page
Preface i
List of Tables and List of Figures ii
Chapter I. Background, Methodology and Acknowledgments 1
Chapter II. A Profile of Survey Respondents and Households . . 4
Chapter III. Time-of-Day/Week Shopping Preferences & Sources. 7
Chapter IV. Shopping Patterns 13
Chapter V. Evaluation of Shopping in Dubuque 16
Chapter VI. Shopper Profile 28
Appendix A. Buying Patterns & Ratings for 28 Retail Items. . 34
Appendix B. Frequencies for Dubuque Area Retail Trade Survey . 49
nl_IBIJUUE PUBLIC LII R B
au
August, 1983
PREFACE
Late in 1981, the Economic Development Council of the Dubuque Area Chamber of
Commerce, and its Executive Vice President, Harvey Schmitt, began a cooperative
effort with Iowa State University Extension Service to analyze the current status of
retail trade in Dubuque and to develop a long-term plan for commercial development.
In January 1982, Dr. Ken Stone, ISU Extension Retail Economist, presented
results of a retail trade analysis of the Dubuque area to the newly formed Retail
Committee of the Chamber of Commerce. The study indicated excess "leakage" in
several retail categories and a weak "pull factor" as compared to Iowa's other urban
communities.
As a result of this analysis, Chamber staff and members began meeting with ISU
Extension staff to develop a strategy for addressing the leakage problem. A special
Retail Task Force was appointed to assume the responsibility of developing a
questionnaire, conducting a survey, assembling the information, and distributing the
results.
We envision this study as a major step taken by a progressive community aiming
towards shaping its own future. We enjoyed the opportunity to take part in this
project as it enabled meaningful interaction between the university and a border
community. Full cooperation was received from our respondents throughout the course
of the study, and we witnessed enthusiasm among the citizens of the communities.
All of this facilitated the effort and provided further motivation for the task
force.
We feel the use of this survey can have a significant impact on Dubuque
business. It can hopefully be the basis for the establishment of a unified
marketing strategy for Dubuque's business commu
Bob Sullivan
Task Force Chairman
Table
Table
Table
Table
Table
Table
Table
Table
Table
Table
Table
Table
Table
Table
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Figure 1.
Figure 2.
Figure 3.
Figure 4.
Figure 5.
Figure 6.
Figure 7.
Figure 8.
Figure 9.
Figure 10.
Sampling frame
List of Tables
Employment status
Adult wage earners per household
Age and sex distribution of households
Persons in household
Sources of information by distance
Daily papers read
Frequency of shopping trips
Shopping patterns by residence
Reasons respondents buy in Dubuque or some other place.
Household purchases made in Dubuque
Distinguishing characteristics
Six -way profile of shoppers
Shopping improvements of much importance to respondents
List of Figures
Time -of -day shopping preferences
Grocery preferences by # earners
Other preferences by 11 earners
Day -of -week shopping preferences
Grocery preferences by / earners
Other preferences by 1 earners
Other activities when shopping
Retail ratings of Dubuque as a place to shop
Rating of Dubuque as a place to shop by respondents'
residence
Importance of improvements
•
Page
2
5
6
6
6
11
12
13
14
18
28
29
31
32
Page
8
8
8
10
10
10
15
21
23
25
ii
CHAPTER I
BACKGROUND, METHODOLOGY AND ACKNOWLEDGMENTS
Background of Survey Instrument Development
The retail survey task force, appointed by the area retail committee of the
Dubuque Area Chamber of Commerce, met with staff representatives of the Iowa State
University Extension Service to develop a survey strategy. The steps taken include
1) determining the information desired from the survey, 2) exploring the size of the
area which Dubuque merchants should consider as trade area, 3) planning the kinds of
questions and type of survey instrument which would best accomplish their purpose,
and 4) developing the format and framing thequestionsfor the survey.
The task force conducted a series of "Focus Group" meetings to get baseline
information of the feelings of consumers and retailers regarding availability,
price, selection and service considerations in the Dubuque retail community. These
meetings were held with selected consumers in Platteville, Galena, and Dyersville,
as well as with selected management representing geographically diverse retail and
service areas in the Dubuque community. The information gathered from the focus
groups was a valuable assessment tool in the questionnaire development process.
Focus group information along with standard profile information and suggestions
taken from surveys conducted in other communities was utilized by the task force as
they advised Dr. Betty Wells on her task of developing the rough draft of the
questionnaire.
The questionnaire was designed, refined, and field tested before being printed
for distribution to the survey sample population.
Report prepared by Betty L. Wells, Extension Sociologist, and James Meek, Dubuque
Area Resource Development Specialist, Iowa State University Extension Service.
-2-
Methodology
The survey sample was drawn to geographically represent Dubuque's retail trade
area. This area encompasses nine counties in three states: Jo Davies$ County in
Illinois; Lafayette, Grant, and Crawford Counties in Wisconsin; and Dubuque,
Jackson, Jones, Delaware and Clayton Counties in Iowa.
A proportionate stratified random sample of 1200 respondents was drawn from
each of three areas —based on numbers of households in each area (Table 1). This
sample size was determined statistically sufficient with a return rate of at least
50 percent for a 95 percent confidence level for each subsample.
Table 1. Sampling frame.
Area
Number of
Households Proportion Sample Size
Dubuque 24,286 32% 400
Rural Iowa 17,399 23% 320
Illinois. and Wisconsin 34,625 45% 480
Totals 76,310 100% 1200
Ten households were eliminated from the return rate calculations because of
death or relocation. Of the 1190 remaining, 630 completed surveys were obtained for
a return rate of 53 percent.
Questionnaires were mailed to the respondents in the fall of 1982. One week
following the first mailing, a thank you/reminder postcard was mailed to each
household in the sample. About two weeks later, another questionnaire and request
to participants was sent to each sample household that had not yet responded.
Acknowledgments
The contribution of time, talent, and resources of the following groups and
individuals toward the successful completion of this survey is gratefully
acknowledged. Their contributions are too diverse to list here and are explained in
-3-
the preface and the survey development sections. It is hoped their efforts will
result in a strong, unified and progressive business community in Dubuque.
THE DUBUQUE AREA CHAMBER OF COMMERCE
• Retail Survey Task Force
Bob Sullivan, Manager, Model Wallpaper & Paint Co. Chair
Jim Geladas, Director of Project Research and Community Affairs Resources
- Dubuque Telegraph Herald
Dave Rodman, Manager, Dubuque J. C. Penney Co. Store
® Chamber Staff
O Economic Development Council
• Area Retail Committee
IOWA STATE UNIVERSITY EXTENSION SERVICE
Dr. Ken Stone, Retail Economist
Dr. Betty Wells, Sociologist
Dr. Steve Padgitt, Sociologist
Dr. Vern Ryan, Associate Professor Sociology (CD -DIAL Director)
Glen Kuiper, Dubuque Area Extension Director
Jim Meek, Dubuque Area Resource Development Specialist
FOCUS GROUPS --Selected consumers from these communities:
• Platteville, WI
• Galena, IL
p Dyersville, IA
MANAGEMENT FOCUS GROUPS
DOCUMENTED INFORMATION
• Jim Theisen, Theisen's Family Store
® Mike Toskey, Target, Inc., Dubuque
Homart Development Corporation, Chicago
® City of Dubuque, Community Development Department
Woodward Communications, Research Department
O Loras College, Department of Business
-4-
-5-
CHAPTER II
A PROFILE OF SURVEY RESPONDENTS
AND HOUSEHOLDS
Questionnaires were completed by 630 respondents. Characteristics of persons
completing the questionnaires --age, sex and marital status --and the characteristics
of the households in which they reside are described. Generally, household
characteristics are more critical in interpreting the survey results.
Characteristics of the Survey Respondents
Roughly two-thirds (66 percent) of the respondents are female. This may
partially reflect our request that the survey be completed by the person who does
most of the shopping for the household.
Ages of the respondents range from 18 to 86 years. The Median age is 46. Over
three-quarters (77 percent) of the respondents are married. The remainder are
nearly evenly divided among those widowed (10 percent), never married (8 percent),
and divorced or separated (4 percent).
Characteristics of Households
Since the respondents are distributed over a nine -county and three -state
geographic area, understanding this distribution is critical to analysis and
interpretation. Approximately one-third (34 percent) of the respondents live in
Dubuque (including East Dubuque, Ill.). Of the remaining respondents, 38 percent
live in other towns, 19 percent live in farm households, and 9 percent live in rural
nonfarm households. About 69 percent of the respondents live in Iowa, 26 percent in
Wisconsin, and 5 percent in Illinois. The proportion living in Iowa versus Illinois
is exaggerated because East Dubuque, residents were coded as Dubuquers.
A third way of viewing residence is by distance from Dubuque. Fourteen percent
live 20 or fewer miles from Dubuque, 23 percent live 21 to 40 miles from Dubuque,
and 30 percent live over 40 miles from Dubuque. The remaining one-third of the
households are in Dubuque.
The survey also included several measures of socio-economic status including
income and employment status. Over a third (36 percent) of the households surveyed
had gross family incomes $25,000 or more in 1981. Of the remaining 64 percent,
one-half earned under $15,000 and one-half earned $15,000 to $24,999.
Respondents were asked several questions about the employment status of adult
members of household (Table 2) and the number of adult wage earners per household
(Table 3). Forty-three percent of the respondents have at least two adult wage
earners in their households (only 5 percent had over two). This obviously indicates
the purchasing power of the household and, not surprisingly, is highly correlated
with age, employment status, and household income.
About half (49 percent) of the first earners (heads of households) are employed
in Dubuque, but a slightly smaller percentage (45 percent) of second earners (other
adult members) are employed in Dubuque.
Eighty-seven percent of the respondents own their homes and 90 percent of the
respondents live in single family dwellings.
Age and sex distribution of members of the households surveyed and the number
of persons in each household are shown in Tables 4 and 5.
"able 2. Employment status.
%Head of Other Adult
Household Member
N N
0111 Employed fulltime 65% 371 31% 142
Employed parttime 6% 32 18% 80
Retired 21% 117 12% 54
Homemaker fulltime 2% 12 28% 125
Student 1% 1 2% 9
Unemployed 6% 36 10% 145
100% 569 101% 495
-6-
-7-
Table 3. Adult wage earners per household.
None
One
Two or more
Total
Number
15%
42%
43%
100%
579
Table 4. Age and sex distribution of households.
Age
Males
Females
Total Number
Under 5
5-9 years
10-14
15-18
19-24
25-44
45-64
65 and over
Total
Number
10%
7%
10%
8%
7%
26%
22%
9%
8%
8%
10%
7%
8%
26%
22%
12%
99% 101%
921
9%
8%
10%
8%
7%
26%
22%
11%
101%
980 190
167
145
187
144
141
500
414
203
1901
Table 5. Persons in household.
Number
One
Two
Three
Four
Five or More
Total
12
32
18
19
19
100%
CHAPTER III
TIME OF DAY/WEEK SHOPPING PREFERENCES
AND SOURCES OF INFORMATION
Respondents were asked about their time -of -day and day -of -week preferences for
shopping. For time -of -day, they were asked to indicate their first choice for both
groceries and other (nongroceries) goods and services. For day -of -week, they were
given a first and second choice for both groceries and other goods and services.
Time -of -Day -Preferences
Afternoon is the overall preference for both grocery shopping (selected by 38
percent of the respondents) and nongrocery shopping (selected by 49 percent),
followed by morning (30 percent for groceries and 22 percent for nongroceries).
Noon is by far the least popular time (selected by 20 percent in each case) (Figure
If we combine the responses of those indicating afterwork and evening, this
combined category equals the preference of morning for groceries and surpasses that
of morning for nongroceries. Combining these preferences is based on the assumption
that afterwork means after 5 p.m. which is undoubtedly not so in the case for some
parttime and shift workers.
Time -of -day shopping preferences also were analyzed by number of adult wage
earners. In households without an adult wage earner, afternoon (chosen by over
half) and morning (chosen by over 40 percent) are the clear preferences for grocery
shopping (Figure 2). In the case of nongrocery shopping, there is an even stronger
preference for afternoon shopping (about two-thirds) with over one -quarter of those
households with no wage earners preferring mornings (Figure 3).
Among households with one wage earner, time -of -day preferences for grocery
shopping is nearly evenly divided between afternoon and morning (35 percent
-8-
FIG 1. TIME -OF -DAY SHOPPING PREFERENCES
UUIIIIIIIIIIULIIIIIll OPEN = OTHER
SOLID = GROCERIES
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIII
EVENING••••
AF TERWORK••••
AFTERNOON••••
11181IIIilililllillllllil lllllHllilllillllllililllllllllllilliilllllll
NOON•••• •III
MORNING
IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIilNIilllllll
0 10 20 30 40 50
PERCENT
FIG 2. GROCERY PREFERENCES BY # EARNERS
umWum1111l1m ll GRAY = 2 OR MORE
EVENING- BLACK = 1
WHITE = NONE
iI IIiIllumluml11111muImniu111
AF TERWORK•••
::I
AFTERNOON.. muuunuunnnnuunnnnuunnuununuu
NOON•••
MORNING°•• luunuuuununnuuuul
20 40 60
PERCENT
FIG 3. OTHER PREFERENCES BY # EARNERS
EVENING•••
AF TERWORK»••
AFTERNOON•••
NOON•••
MORNING•••
I I I I I I I I I n I l 11111111111111111111111
111111111111111111111111
GRAY = 2 OR MORE
BLACK = 1
WHITE = NONE
1111111111111111111111111111111111111111111111111
nunmulinn
25 50 75
PERCENT
-9-
selecting each). For nongrocery items the preference (over 50 percent) is for
afternoon.
Two -wage earner households prefer afternoon among the single category choices
for both groceries and other items. If afterwork means after 5, then this combined
category becomes the most popular.
While the results are not conclusive, evening store openings may have the
potential to draw more customers (and those with greater buying power) than morning
store hours.
Time -of -Week Preferences
Respondents were asked on which two days of the week they do most of their
shopping for groceries and other retail goods and services (Figure 4). Friday is
named most often as the most important day for buying groceries. The next most
popular days are Thursday and Saturday. For other (nongrocery) retail goods and
services, Saturday is the first choice followed by "no preference" and Friday.
(Note that in Figure 4, first and second choices for grocery and nongrocery shopping
are combined, giving the first choice twice the weighting of the second.)
We can also look at these responses according to the number of wage earners in
the household (Figure 5). The first and second choices are again combined and
weighted with the first choice given twice the weight as the second choice.
Two -wage earner households strongly prefer weekend (especially Saturday) shopping.
The no wage earner households have stronger than average preference for Fridays (the
overall top choice). For other nongrocery retail goods and services (Figure 6), the
two -wage earner households show an even greater preference for weekend shopping than
for grocery shopping.
-10-
FIG 4. DAY -OF -WEF<< SHOPP I NG PREFERENCES
r IONDri 4'- tft{I1iiilfitli:31 ibiliilil SOPEN = OTHER
o ID = GROCERIES
TUESDA Y•-
MWEDN ES.'—'l iri#tlliit.1 t ilitltiliVil`tiit mti
T RSDAY- liililli liifilililllHilt?ililII113lIGlHRIiEliliil!Itl �l
IfilinliilliiBiiMIIIIl11tIN1llLLlltii1111 ilii;ilfilBRllIEp116111HiiliIJII MIM
SATllRDAY-
E iilll!!!?`ll':IlitP!!E!'!llfCltJ{Id1ftJ1i1J;J'4il;IB;f+fkl3��
SCA Y-
NiJIi1.N1
NO PREF- i1Hi1H11431411lIH1#1li!li9ill _._._......_._...._.»_.._
WEIGHTED SCORE
FIG 5. GROCERY PREFERENCES BY 0 EARNERS
� y�� 1 -
tO1 1J. A Ja1!!lYtitft46'. tliltlt:dt HLtU
BLACK = 2 OR MORE
TUESDAY- msa
. r gad .. GRAY^t�� = 1
WH I T C. = NONE
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SA TURDA Y_
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sur�DY Alin ......._......:::::t
NO PRE.f'-"hs;.:.�= . :::.:3ra
IttnmtttttlYM.K l'I:ti_4
WEIGHTED SCORE
FIG A6�6..,TOT}- tE.<R PizE RENC S BY 0 EARNERS
1 iONDi i Y••`(tl4 iuu`lid L.
i` •1.3t ACK = 2 OR MORE
TUESDA Y -- i,Hd;�;i;;;=. GRAY = 1
WHITE = NONE
WEDNESDAY--
1 r URSDA i'•�
r 1 i I D 1i1 •� DD;d Hidr Silt 3itliMU!!i l Sliididtflitdiii
SA 0 U DAY j4t6➢titil tittilv2t26 i:u433:i Liil2H SiDC i:(tt iH:l'.Iitti L:NG r T v
SUNDAY-i= mddtdt'. Uirui:l "
NO PREF"' �;n-i:1H+rniri iluueisefm rrn irntrrrtem
. .. ..... . .
0 20 40 60 8O 100
WEIGHTED SCORE
11111
urces of Information
Respondents were asked: "Where do you get most of your information to make
shopping decisions?" They were given two choices among the following sources:
radio, television, shopper, newspaper, word-of-mouth, and magazine.
Newspaper is the overwhelming first choice--62 percent (Table 6).
Word-of-mouth is named most often as the second most important source (29 percent)
followed by radio, newspaper and television.
When the responses are analyzed according to the distance the respondent lives
from Dubuque, the importance of the newspaper deoreases as distance increases and
the importance of the shopper increases (Table 6). Although second choices are not
included in the table, the same tread holds.
Table 6. Sources of information by distance.
Dubuque
Most Important (%)
20 Miles
or Less
21-40
Miles
41 Miles
Or More
Total
Newspaper 72 68 60 46 62
Shopper 4 5 13 27 12
Word of
Mouth 14 9 16 10 13
Television 5 7 5 7 6
Radio 5 9 5 9 6
Magazine 0 1 1 2 1
Total 100 99 100 101 100
Number 181 75 150 112 518
Seventy-five percent of the respondents indicate that they reed a doily
paper; 89 percent receive a free distribution shopper newspaper. Respondents
were asked to indicate tame(s) of the daily newspaper(s) they read (Table 7).
The reader should be careful in interpreting this table. The responses of all
-12-
respondents reading the Telegraph -Herald were coded specially so that they
could later studied separately. The correct interpretation of Table 7 is that
77 percent of 462 respondents read the Telegraph -Herald. It does not mean that
the Telegraph -Herald is necessarily the first choice newspaper of those
respondents. Many of the respondents also read another daily paper. The
columns headed "1st Paper" and "2nd Paper" in Table 7 do not indicate
preference among those respondents reading more than one daily paper.
Table 7. Daily papers read*.
1st Paper 2nd Paper
Telegraph -Herald 77% —
Wisconsin State Journal or Madison County Times 12% 9%
Clinton Herald or Quad City Times 4% 4%
Cedar Rapids Gazette 3% 5%
Des Moines Register 3% 61%
Other Non -IA 1% 17%
Other IA 1% 5%
Total 101% 101%
Number
462 107
*75 percent of respondents read a daily paper.
-13-
CHAPTER IV
SHOPPING PATTERNS
An analysis of shopping patterns provides information on where respondents
typically purchase a variety of goods and services. The analysis indicates shopping
patterns, variations in patterns, reasons for these variations, and strategies for
influencing these patterns.
The heart of this analysis is a retail grid on which the respondents were asked
(1) to indicate where they buy 28 retail goods and services, (2) to indicate why
they purchase where they do, and (3) to rate Dubuque as a place to purchase that
item. In this chapter we will be concerned only with where they typically make
their purchases and companion activities when shopping in Dubuque.
The frequency with which respondents shop in nine major locations is related to
place of residence (Table 8). Shopping locations are listed in order from greatest
to least frequency in Table 8.
Table 8. Frequency of shopping trips.
Shopping
Area
Several , Several Several
Times Times Times
A Week A Month A Year
Annually
Rarely or
Never
Dubuque
Cedar Rapids
Madison
Davenport/
Quad Cities
LaCrosse
Chicago
Waterloo
Rockford
Rochester
30%
*
*
26% 28% 5% 12%
1% 16% 13% 71%
3% 14% 9% 74% 1
1% 10% 7% 82%
1% 6% 5% 88%
* 4% 10% 86%
1% 4% 4% 91%
* 3% 4% 93%
* 1% 2% 97%
*Less than .4%
Table 9 shows the total number of respondents purchasing each of 28 retail
items and the percent of that number who purchase that item in Dubuque (column 2).
-15--
-14-
Table 9. Shopping patterns by residence.
Retail Item
Total
Number
Purchasing
% Purchasing in Dubuque
Al 1
Respondents
Dubuque Non -
Residents Residents
Fast Foods
Children's Clothing
Books
Entertainment
Women's Clothing
Sporting Goods
Gift Shop Items
Men's Clothing
Jewelry
Restaurants
Shoes
Carpet, Drapes
Food and Groceries
Furniture
Major Appliances
Drugstore Items
Paint and Wallpaper
Lawn/Garden Needs
Hardware
Meat
Gasoline
New & Used Autos
Taverns
Automotive Service
Farm Supplies
Building Supplies
Beauty Shops
Barbers
399 77% 100%
318 77% 95%
353 76% 99%
392 73% 94%
460 73% 90%
345 71% 97%
417 71% 93%
464 71% 94%
365 70% 95%
437 70% 96%
485 68% 90%
395 66% 99%
490 65% 100%
422 63% 93%
446 63% 96%
505 61% 95%
392 60% 99%
440 59% 98%
457 55% 98%
429 53% 92%
469 52% 94%
412 51% 88%
250 51% 94%
449 50% 96%
162 50% 94%
395 49% 95%
415 49% 96%
363 48% 94%
58%
64 %
55%
55%
62%
51%
55%
56%
50%
51%
52%
41%
40%
38%
38%
36%
28%
31%
23%
20%
19%
22%
15%
17%
27%
16%
13%
•13%
The retail items are listed in order according to this percentage from a high of 77
percent for fast food and children's clothing to a low of 48 percent for barbers'
services. In only three cases do fewer than half of all respondents usually
purchase that item outside of Dubuque.
Columns three and four separate Dubuque and non -Dubuque respondents. As we
would expect, Dubuque residents are mare likely to shop in Dubuque. The actual
percentages range from 100 percent for fast foods and groceries to 88 percent for
new and used autos. The percentages for non-residents range from over 60
(for children's and women's clothing) to 13 percent for barber and beauty
Respondents living outside Dubuque were also asked to indicate other
percent
shops.
activities
in which they engage when shopping in Dubuque (Figure 7). They were allowed to
circle as many as apply.
Finally, outside residents were given the opportunity to write-in other
attractions or services, in addition to those listed in Figure 7, that bring them to
Dubuque. The responses fall into clusters centered around: (1) having relatives
who live in Dubuque and visiting them on a regular basis; (2) having friends or
relatives in Dubuque in the'hospital or under nursing care and visiting on a regular
basis; (3) traveling to Dubuque for jobs or work related activities; (4) traveling
to Dubuque for entertainment; (5) traveling to Dubuque for church activities; (6)
traveling to Dubuque for professional services such as medical, legal or business.
FIG 7. OTHER ACTIVITIES
LEG SERV I CE•
GOV ` T OFF I C•
5 FLAGS..
DENT CARE -
THEATER
D I NNER-1
MED CARE
LUNCH ...
ill
ll
Il
'1
WHEN SHOPPING
I
i l l 1 111111i111i11H i 1
0 50 100 150 200 250
TIMES MENTIONED
-16-
CHAPTER V
EVALUATION OF SHOPPING IN DUBUQUE
Twenty-eight different retail goods and services are evaluated by the
respondents on two dimensions: (1) why they shop where they do and (2) how Dubuque
rates as a place to buy each item. These two assessments can be categorized
according to whether or not the respondent usually buys each retail item in Dubuque.
Analysis can also be made on whether or not the respondent lives in Dubuque.
Respondents were asked to assess the importance of 11 improvements in Dubuque's
commercial area. When appropriate, we will include some "other" comments and
opinions offered.
Why Respondents Shop Where They Do
Respondents were given a choice of six reasons for shopping where they do:
lower cost, wider selection, product quality, store personnel, product availability,
or an unspecified other reason.
Availability is the strongest overall reason people shop where they do.
Availability is cited by 40 percent or more of the respondents that purchase each of
the following items: lawn and garden supplies, fast foods, gasoline, drug store
items, paint and wallpaper, entertainment and hardware. Availability was cited
least often as a reason for purchasing women's clothing in a particular place (27
percent). In fact, women's clothing is the only one of the 28 items for which
availability is not the most important reason (selection takes precedence).
Cost and selection are the next most common reasons. Their relative importance
depends on the item. Selection is cited by over 20 percent of the respondents as a
reason for purchasing books, women's clothing, gift shop items, entertainment,
sporting goods, jewelry, restaurant food, shoes, men's clothing and children's
-17-
clothing at certain locations. Cost is named by over 20 percent of the respondents
for their shopping location for food and groceries, gasoline, and drug store items.
Quality is cited by over 17 percent of the respondents as the reason for
patronizing restaurants and buying meat in a particular location.
Store personnel has the least influence on respondents for their shopping
location decisions. However, about 20 percent of the respondents select personnel
as the reason for frequenting barber shops, taverns, and beauty shops. Over 11
percent cite this reason for automotive service and purchasing new and used autos.
Reasons 13.z. Location of Shopping
As we have seen, product availability is the most important overall reason for
shopping decisions. Product availability works to the advantage of Dubuque (Table
10).
Better selection also is advantageous to Dubuque. In no case is selection
cited more frequently as a reason for leaving Dubuque than a reason for remaining in
Dubuque to shop. Selection is most important for these retail categories (in
descending order): restaurants, entertainment, jewelry, books, carpet and drapes,
gift shop items, farm supplies, furniture, paint and wallpaper, sporting goods, new
and used autos, hardware, fast foods, major appliances, children's clothing, food
and groceries, shoes and meat.
Lower costs work in Dubuque's favor in over half of the cases. Cost appears to
be particularly important for food and groceries, drug store items, gasoline, fast
foods and lawn and garden needs. Costs work against Dubuque in the area of new and
used autos.
Quality is cited less often as a reason for shopping decisions than either cost
or selection. It is cited somewhat more often as a reason for shopping elsewhere.
Strong support for quality is shown for major appliances, hardware, building
supplies, and paint and wallpaper.
-18-
-19-
Reasons respondents buy in Dubuque or some other place.
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-20-
Personnel, with exceptions for barber and beauty shops, auto service, new and
used autos and taverns, is cited as a reason less often than cost, selection and
quality. Personnel tends to be cited more often as a reason for shopping outside of
Dubuque than in Dubuque. The greatest difference, however, is only 7 percent in the
cases of men's clothing and beauty shops.
Respondents were also allowed to write in some "other" reason for location of
shopping. The "other" category was selected by a quarter or more of the respondents
in these cases: farm supplies, taverns, major appliances, barber shops, building
supplies, gasoline and drug store items. About one-third or more of the non -Dubuque
residents who do not shop in Dubuque cited this reason. "Other" is more often cited
as a reason for shopping elsewhere than shopping in Dubuque. Over half (51 percent)
of the respondents shopping elsewhere for appliances do so for some "other" reason.
Examples of "other" reasons include convenience and supporting one's community.
Rating Dubuque as a Place to Buy Each Item
Respondents were asked to'rate Dubuque as a good, average, or poor place to buy
retail items. The ratings of each item by people who indicate that they buy that
item are arrayed in Figure 8 from low to high. Differences are relatively small.
Grocery stores and restaurants receive the highest ratings. Beauty and barber
shops are next. At the other end of the continuum are entertainment and new and
used autos.
There is considerable discrepancy between the ratings of retail goods and
services by people living in Dubuque and those living outside (Figure 9). In
several notable instances, people living outside Dubuque give considerably more
favorable ratings to Dubuque as a place to shop for: food and groceries,
restaurants, fast foods, gift shop items, gasoline, children's clothing, men's
clothing, women's clothing and entertainment.
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-21-
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RATING OF DUBUQUE AS A PLACE TO SHOP BY RESPONDENTS
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-24-
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-25-
In the case of groceries, all respondents living in Dubuque buy their groceries
in Dubuque. Over half (53 percent) give food and groceries a "good" rating.
Dubuque residents give considerably more positive ratings than non -Dubuque residents
to beauty and barber shops, meat, and lawn and garden, building and farm supplies.
Appended to this report are 28 tables which summarize why respondents buy where
they do and how they rate each of the 28 items included in the retail grid (Appendix
A). Each of the 28 tables is broken down, first, by whether respondents live
Dubuque or elsewhere and, second, whether they buy that item in Dubuque or
elsewhere. While these tables will not be discussed in this report, they should be
of interest and use, in conjunction.with this report, to retailers in Dubuque and
the surrounding trade area.
Importance of Improvements to Commercial Area
Respondents were asked to indicate whether 11 improvements in Dubuque's
commercial area would be much, some, or little importance to them. More competitive
pricing and knowledgeable sales people are rated most important (Figure 10). A
shuttle bus to shopping area, and store interiors and exteriors are judged to be of
less importance. A shuttle bus is considerably more important to older shoppers,
however.
FIG 10. IMPORTANCE OF IMPROVEMENTS
SHUTTLE BUS-
EXTERIORS -
INTERIORS
UNIFORM HRS--1
INFORMATION
ROADS...
PARK I NG.-
CENT AREA-
VARIETY-
CONVENIENCE -
SALES PEOPL-
COMP PRICES-
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1.25 1.50 1.75 2.00 2.25 2.50
MEAN SCORE
-26-
Participants in the Dubuque Retail Survey also were allowed to respond in their
own words to the question: "What changes would increase the amount of shopping
your household does in Dubuque?" Some consideration should be given to these
responses since they required extra effort on the part of the participant. The
following changes were suggested by survey respondents:
1. More competitive pricing in the stores was listed by 68 respondents (10.8
percent).
2. Merchandise selection was listed by 53 respondents (8.4 percent).
3. Longer store hours with uniform closing times was listed by 35 respondents
(5.5 percent).
4. Friendly and more knowledgeable sales staff was listed by 31 respondents
(4.9 percent).
5. Better roads into and through Dubuque was listed by 25 respondents (4.0
percent).
6. Wider and complete advertising of specials was listed by 22 respondents
(3.5 percent).
7. Living too far from Dubuque to make frequent shopping practical was listed
by 18 respondents (2.9 percent).
8. Inadequate parking (particularly downtown) was listed by 17 respondents
(2.7 percent).
9. A more centralized shopping area was listed by 16 respondents (2.5
percent).
10. Better service on purchased merchandise was listed by 16 respondents (2.5
percent).
11. Better gµality merchandise was listed by 16 respondents (2.5 percent).
12. Better bus service including weekend service and shuttle buses to shopping
areas was listed by 12 respondents (1.9 percent).
13. Removing parking meters downtown was listed as a specific parking problem
by 12 respondents (1.9 percent).
14. More stores needed downtown was listed by 11 respondents (1.7 percent).
15. A clearly defined city map for retail shopping was listed as a need by 8
respondents (1.3 percent).
-27-
Other items listed by individuals include: Upgrading the Mall's appearance; a
stronger economy to improve the job situation; better gas prices to improve
accessibility to shopping; another department store in town; a grocery store at the
Mall; a wider variety of products; and a better refunding policy.
Respondents to the Dubuque survey were finally asked to give any additional
comments about Dubuque such as, "What you like most, what you like least, or changes
that might improve Dubuque."
Two hundred sixty people responded to this written section of the survey.
Responses tended to closely parallel that question asked regarding, "What would
bring you to Dubuque to do additional shopping?" However, some new items of
interest were mentioned in this section of the survey.
Several people made comments about public services or government agencies in
regard to their ability to deal with Dubuque problems. Many people tended to
compare Dubuque retail shopping with that in other cities of varying sizes.
The most consistent thread throughout the responses seemed to center around
difficult traffic patterns and wasted time in driving from one commercial center
another, as well as trying to find a place to park. Many shoppers have a strong
feeling for "Downtown Dubuque" and want to see that remain a strong and viable
retail district.
Several people used this section of the survey to indicate their
dissatisfaction with local taxes and the general cost of living in Dubuque.
However, there were many positive comments made, many of them centering around
Dubuque's friendly people.
to
-28-
CHAPTER VI
SHOPPER PROFILE
A final way of examining the survey results is by the extent to which
respondents purchase items in Dubuque. For this analysis, the respondents are
divided into two nearly equal groups based on their response to the question, "What
percentage of all your household purchases do you make in Dubuque? (Table 11)."
Table 11. Household purchases made in Dubuque.
Response
Percent Number
Under 10%
10-25%
26-50%
51-75%
76-100%
30.4%
11.0%
10.1%
14.87
33.8%
187
68
62
91
208
100.1% 616
The respondents are divided into two groups: (1) those that make over half of
their household purchases in Dubuque and (2) those that make half or fewer of their
household purchases in Dubuque. The first group will be called "Dubuque shoppers"
and the second group will be called "other shoppers." Scanning the two columns in
Table 12, provides the reader with a quick profile of the two groups. This analysis
should be useful in interpreting the data and using survey results to develop a
strategy for retail improvements.
Over two-thirds of to Dubuque shoppers live in Dubuque. Place of work is also
important: 84 percent of the heads of households and 80 percent of other adults are
employed in Dubuque.
Dubuque shoppers are more likely to read a daily newspaper and to consider the
newspaper as the most or second most important source of shopping information.
Dubuque shoppers are less likely to rely upon the free distribution shoppers
newspaper.
-29-
Table 12. Distinguishing characteristics.
Characteristic
Dubuque
Shopper
Other
Shopper
Live in Dubuque
Employment Status (Head of Household)
Full-time
Part-time
Retired
Full-time Homemaker
Student
Unemployed
Employment Status (Other Adult)
Full-time
Part-time
Retired
Full-time Homemaker
Student
Unemployed
Work in Dubuque (Head of Household)
Work in Dubuque (Other Adult)
Persons in Household
Average Age
Receive Free Distribution Shoppers Newspaper
Read Daily Newspaper
Shopper as 1st or 2nd Most Important
Information Source
Newspaper as 1st or 2nd Most Important
Information Source
Adult wage-earners
One.adult wage-earner
Two or more adult wage-earners
Gross Annual Family Income (1981)
Less than $10,000
$10,000-14,999
$15,000-19,999
$20,000-24,999
$25,000-34,999
$35,000-49,999
$50,000 and over
68% 2%
69% 60%
6% 50%
16% 26%
1% 4%
0% 1%
8% 4%
31% 317
19% 17%
13% 117
24% 31%
2% 1%
11% 97
84% 8%
80%
3.3 2.9
46.0 49.3
88% 90%
86% 65%
14% 34%
88% 77%
11% 20%
41% 43%
48% 38%
13% 23%
13% 15%
14% 18%
18% 15%
20% 15%
14% 8%
9% 7%
-30-
The Dubuque shoppers also have higher incomes relative to other shoppers.
Nearly half of the Dubuque shoppers are from households with two or more adult wage
earners. This is particularly significant when compared to the other shoppers and
when the difference in purchasing power among these three groups is considered.
Because of the importance of these differences a six -way profile is provided
which breaks the two previous groups into subcategories according to the number of
earners in the household (Table 13). The difference in purchasing may be seen by
examining income categories.
These differences should suggest specific retail development strategies. For
example, the different time -of -day and day -of -week shopping preferences of
households in the various income categoris were examined in Chapter III. Later
store hours would be a possible strategy that would appeal to two -earner households.
However, the point is not to aim retail strategies at only the high income
categories but rather to develop different strategies to meet the needs of as many
groups as possible.
The importance of various shopping improvements was examined in Chapter V
(Figure 10). These can also be examined based on the six profiles (Table 14).
Again, it is important to consider these findings as a means to developing a
multi -faceted, audience -specific strategy for improving the shopping experience for
consumers.
One conclusion is that improvements are generally more important to the Dubuque
shoppers. However, information about Dubuque stores is equally important to the
other shoppers. Therefore, one retail improvement strategy would be to target store
information at the other shoppers (Table 12 gave some more specific information
about the other shoppers).
Six -way profile of shoppers.
Table 13.
Other Sho
ue Shopper (Over 50%)
Characteristic
-31-
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-32-
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-33-
As another example, a more centralized retail/service area and a shuttle bus to
shopping areas are much more popular among the no -earner category of Dubuque
shoppers. Since they are typically retired individuals, lack of physical mobility
or access to transportation probably explain this finding. A retail improvement
strategy might seek to explore the feasibility of alternative means of providing
transportation assistance to these shoppers.
These examples illustrate the possibilities for utilizing the data produced in
this report. The final measure of the survey's worth will be the extent to which
the findings are acted upon.
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DNIH.LO'ID SI N3W
-SE-
annbngnc Ong
.good
poop
Pag eH
pageu
aagwnN
Tego.L
aayg0
AgTTTgeTTeny
Tavuosaad
AgTTent
uoTgoaTaS
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aood pageg
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aagmnN
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aagg0
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Tauuosaad
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gs op
Cost
Selection
Quality
Personnel
Availability
Other
Total
Number
Rated Good
Rated Poor
Cost
Selection
Quality
Personnel
Availability
Other
Total
Number
Rated Good
Rated Poor
-36-
CHILDREN'S CLOTHING
Live in Dubuque
2ax Dubuque Bir Elsewhere
11.3%
9.3
9.3
1.0
41.2
27.8
99.9
97
31.1
8.7
0.0%
60.0
20.0
0.0
0.0
20.0
100.0%
5
0
50.0
SHOES
Live in Dubuque
Buy Dubuque Buy Elsewhere
11.5%
11.5
11.5
2.3
41.2
22.1
100.1%
131
44.7
5.7
14.3%
64.3
7.1
7.1
0.0
7.1
99.9%
14
6.7
60.0
Live Elsewhere
Buy Dubuque Buy Elsewhere
26.2%
38.8
6.8
0.0
18.4
9.7
99.9%
103
50.5
5.8
18.8%
8.3
4.2
2. 1
18.8
47.9
100.1%
48
40.0
4.0
Live Elsewhere
Buy Dubuque Buy Elsewhere
22.0%
43.9
3.3
1.6
23.6
5.7
100. 1%
123
50.0
.8
13.1%
10.3
13.1
5.6
23.4
34.6
100. 1%
107
30.0
15.0
-37-
MAJOR APPLIANCES
Live in Dubuque
Buy Dubuque Elsewhere B Y Dubuque Buy Elsewhere
Cost 11.1% 66.7% 22.9% 7.0%
Selection 5.9 16.7 33.7 2.6
Quality 17.0 0.0 9.6 8.7
Personnel 3.7 0.0 2.4 6.1
Availability 43.0 0.0 25.3 23.5
Other 19.3 16.7 6.0 52.2
Total 100.0% 100.1% 99.9% 100.1%
Number 135 6 83 115
Live Elsewhere
Rated Good
Rated Poor
50.0 0 64.2 24.4
2.9 75.0 1.2 9.8
FURNITURE
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere Buy Dubuque Buy Elsewhere
Cost 10.4% 30.0% 21.6% 16.7%
Selection 11.2 30.0 50.0 7.4
Quality 13.6 30.0 6.8 8.3
Personnel 4.0 0.0 1.4 3.7
Availability 40.8 10.0 13.5 25.0
Other 20.0 0.0 6.8 38.9
Total 100.0% 100.0% 100.1% 100.0%
Number 125 10 74 108
Rated Good
Rated Poor
47.1 12.5 60.0 23.9
5.9 50.0 0.0 15.2
-38-
HARDWARE
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere
Buy Dubuque Buy Elsewhere
Cost 9.7% 66.7% 27.5%
Selection 12.7 0.0 27.5
Quality 12.7 0.0 2.0
Personnel 3.0 0.0 5.9
Availability 44.0 33.3 27.5
Other 17.9 0.0 9.8
Total 100.0% 100.0% 100.2%
Number 134 3 51
Rated Good
Rated Poor
9.0%
5.1
2.6
5.8
39.7
37.8
100.0%
156
53.1 50.0 46.2 35.2
2.8 50.0 0.0 8.5
CARPET, DRAPES
Live in Dubuque
Buy Dubuque Buy Elsewhere
Live Elsewhere
Buy Dubuque Buy Elsewhere
Cost 11.2% 50.0% 23.9% 17.0%
Selection 11.2 0.0 39.4 4.0
Quality 15.2 0.0 7.0 7.0
Personnel 3.2 0.0 4.2 9.0
Availability 39.2 50.0 18.3 28.0
Other 20.0 0.0 7.0 35.0
Total 100.0% 100.0% 99.8% 100.0%
Number 125 2 71 100
Rated Good
Rated Poor
44.6 100.0 50.0 30.2
3.8 0.0 0.0 7.0
-39-
BUILDING SUPPLIES
Live in Dubuque
Buy Dubuque Buy Elsewhere
Live Elsewhere
Buy Dubuque Buy Elsewhere
Cost 14.0% 40.0% 31.3% 18.5%
Selection 10.5 0.0 18.8 6.4
Quality 10.5 0.0 6.3 2.5
Personnel 3.5 40.0 3.1 5.1
Availability 42.1 0.0 31.3 31.2
Other 19.3 20.0 9.4 36.3
Total 99.9% 100.0% 100.2% 100.0%
Number 114 5 32 57
Rated Good 44.1 50.0 44.8 25.8
Rated Poor 47.5 33.3 51.7 61.3
LAWN, GARDEN
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere
Buy Dubuque Buy Elsewhere
Cost 17.2% 0.0% 31.8% 5.8%
Selection 7.8 0.0 18.2 5.0
Quality 5.5 50.0 4.5 3.6
Personnel -- -- 1.5 5.0
Availability 50.8 50.0 31.8 44.6
Other 18.8 0.0 12.1 36.0
Total 100.1% 100.0% 99.9% 100.0%
Number 128 2 66 139
Rated Good
Rated Poor
49.3 0 32.2 32.1
3.4 12.9 2.2 100.0
-40-
FOOD, GROCERIES
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere
Buy Dubuque Buy Elsewhere
Cost 18.6% 0.0% 57.8% 11.4%
Selection 13.1 0.0 14.4 2.3
Quality 6.9 0.0 3.3 4.5
Personnel 2.8 0.0 1.1 6.1
Availability 41.4 0.0 16.7 36.4
Other 17.2 0.0 6.7 39.4
Total 100.0% 0.0% 100.0% 100.1%
Number 145 0 90 132
Rated Good 53.1 -- 65.2 53.4
Rated Poor 3.1 - 0.0 0.0
M EAT
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere Buy Dubuque Buy Elsewhere
Cost 15.0% 30.0% 36. 1 % 1 1. 3%
Selection 7.5 0.0 22.2 0.7
Quality 16.5 40.0 5.6 18.3
Personnel 1.5 10.0 0.0 4.9
Availability 42.1 0.0 22.2 26.8
Other 17.3 20.0 13.9 38.0
Total 100.0% 100.0% 100.0% 100.0%
Number 133 10 36 142
Rated Good 54.9 40.0 51.4 45.9
Rated Poor 3.5 20.0 2.9 5.4
-41-
DRUGSTORE
Live in Dubuque
Bar Dubuque Buy Elsewhere Buy Dubuque Buy Elsewhere.
Live Elsewhere
Cost 15.2% 42.9% 48.8%
Selection 9.7 14.3 11.6
Quality 3.4 0.10 2.3
Personnel 2.1 28.6 0.0
Availability 51.7 0.0 29.1
Other 17.9 14.3 8.1
Total 100.0% 100.1% 99.9%
Number 145 7 86
Rated Good
Rated Poor
52.0 37.5
3.3 12.5
8.1%
2.7
1.4
2.0
42.6
43-2
100.0%
145
52.3 50.7
0.0 1.4
GIFT SHOP ITEMS
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere Buy Dubuque Buy Elsewhere
Cost 9.6% 0.0% 20.0% 6.1%
Selection 19.2 80.0 57.1 12.2
Quality 3.2 0.0 1.9 3.7
Personnel 2.4 0.0 0.0 4.9
Availability 47.2 10.0 15.2 35.4
Other 18.4 10.0 5.7 37.8
Total 100.0% 100.0% 99.9% 100.1%
Number 125 10 105 82
Rated Good
Rated Poor
43.9 10.0
2.3 60.0
r
51.4 36.8
1.9 2.6
Cost
Selection
Quality
Personnel
Availability
Other
Total
Number
Rated Good
Rated Poor
-42-
JEWELRY
Live in Dubuque
Buy Dubuque Buy Elsewhere
9.5%
14.7
8.6
2.6
48.3
16.4
100.1%
116
45.5
40.0%
40.0
20.0
0.0
0.0
0.0
100.0%
5
0
3.3 66.7
SPORTING GOODS
Live in Dubuque
Buy Dubuque Buy Elsewhere
Cost 9.9%
Selection 15.3
Quality 8.1
Personnel --
Availability 50.5
Other 16.2
Total 99.9%
Number 111
Rated Good
Rated Poor
42.1
2.6
60.0%
20.0
20. 0
0.0
0.0
100.0%
5
0
66.7
Live Elsewhere
Buy Dubuque Buy Elsewhere
20.7% 11.4%
53.7 10.1
3.7 3.8
0.0 7.6
15.9 31.6
6.1 35.4
100.1% 99.9%
82 79
53.8
0.0
36.1
5.6
Live Elsewhere
Buy Dubuque Buy Elsewhere
26.3%
51.3
1.3
15.0
6.3
100.2%
80
14.7%
14.7
6.7
29.3
34.7
100. 1%
75
39.5 39.4
0.0
9.1
-43-
SHOP FOR BARBERS
Live in Dubuque
Buy Dubuque Buy Elsewhere Buy Dubuque Buy Elsewhere
Cost 10.1% 37.5% 16.7% 15.2%
Selection 8.3 12.5 0.0 0.7
Quality 5.5 12.5 4.2 2.8
Personnel 21.1 25.0 25.0 18.6
Availability 38.5 0.0 33.3 26.9
Other •16.5 12.5 20.8 35.9
Total 100.0% 100.0% 100.0% 100.1%
Number 109 8 24 145
Live Elsewhere
Rated Good
Rated Poor
55.2 50.0
0.9 16.7
BEAUTY SHOPS
Live in Dubuque
Buy Dubuque Buy Elsewhere
37.5 49.0
0.0 8.2
Live Elsewhere
Buy Dubuque Buy Elsewhere
Cost 15.8% 42.9% 23.1% 16.4%
Selection 5.8 14.3 7.7 0.6
Quality 8.3 14.3 7.7 4.4
Personnel 24.2 14.3 23.1 15.7
Availability 29.2 0.0 19.2 34.0
Other 16.7 14.3 19.2 28.9
Total 100.0% 100.1% 100.0% 100.0%
Number 120 7 26 159
Rated Good 58.3 60.3 48.1 50.0
Rated Poor 0.8 20.0 0.0 8.6
I!
-44-
NEW, USED AUTOS
Live in Dubuque Live Elsewhere
Buy Dubuque Bj' Elsewhere Buy Dubuque Buy Elsewhere
Cost 13.2% 71.4% 16.3% 18.8%
Selection 7.9 0.0 41.9 1.3
Quality 6.1 7.1 2.3 6.0
Personnel 10.5 21.4 4.7 12.8
Availability 43.9 0.0 23.3 23.5
Other 18.4 0.0 11.6 37.6
Total 100.0% 99.9% 100.1% 100.0%
Number 114 14 43 149
Rated Good 23.8 36.7 57.9 23.1
Rated Poor 7.4 46.2 7.1 16.7
AUTO SERVICE
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere B� Dubuque 12a Elsewhere
Cost 15.1% 0.0%
Selection 7.1 0.0
Quality 5.6 16.7
Personnel 15.9 66.7
Availability 40.5 0.0
Other 15.9 16.7
Total 100.1% 100.1%
Number 126 6
Rated Good
Rated Poor
24.3% 12.4%
8.1 0.0
8.1 10.6
8.1 12.9
35.1 28.2
16.2 35.9
99.9% 100.1%
37 170
39.7 66.7 41.2 34.4
11.0 33.3 2.9 21.9
-45-
GASOLINE
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere Bud+ Dubuque Buy Elsewhere
Cost 22.1 16.7% 59.5% 13.9%
Selection 5.0 0.0 2.4 0.0
Quality 2.9 16.7 2.4 1.2
Personnel 6.4 33.3 2.4 4.6
Availability 45.7 16.7 23.8 41.6
Other 17.9 16.7 9.5 38.7
Total 100.0% 100.1% 100.0% 100.0%
Number 140 6 42 173
Rated Good
Rated Poor
42.3 42.9
12.7 0.0
44.4 56. 7
0.0 4.4
FAST FOODS
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere Bum Dubuque Buy Elsewhere
Cost 12.2% 0.0% 24.3% 4.3%
Selection 12.2 0.0 31.5 8.6
Quality 8.4 0.0 2.7 1.4
Personnel 2.3 0.0 2.7 2.9
Availability 47.3 0.0 32.4 45.7
Other 17.6 0.0 6.3 37.1
Total 100.0% 0.0% 99.9% 100.0%
Number 131 0 111 70
Rated Good 44.2 59.6 50.0
Rated Poor 2.9 - 1.0 2.8
-46-
RESTAURANTS
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere Buy Dubuque Buy Elsewhere
Cost 6.9%
Selection 13.0
Quality 18.3
Personnel 6.1
Availability 38.9
Other 16.8
Total 1,00.0%
Number 131
Rated Good 55.5
Rated Poor 8.0
0.0% 10.6% 5.2%
50.0 51.9 7.2
50.0 16.3 14.4
0.0 3.8 7.2
0.0 11.5 30.9
0.0 5.8 35.1
100.0% 99.9% 100.0%
4 104 97
40.0 68.0 57.1
40.0 0.0 2.0
PAINT, WALLPAPER
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere Buy Dubuque Buy Elsewhere
Cost 10.6% 0.0% 25.0% 8.9%
Selection 11.4 0.0 36.5 3.3
Quality 10.6 0.0 5.8 3.3
Personnel 4.9 0.0 1.9 5.7
Availability 45.5 100.0 21.2 43.1
Other 17.1 0.0 9.6 35.8
Total 100.1 100.0 100.0 100.1
Number 123 2 52 123
Rated Good 47.3 50.0 48.9 47.8
Rated Poor 0.8 0.0 0.0 1.1
P11
-47-
TAVERNS
Live in Dubuque
Buy Dubuque Bud Elsewhere
Cost 6.2%
Selection 13.6
Quality 1.2
Personnel 19.8
Availability 42.0
Other 17.3
Total 100.1%
Number 81
Rated Good
Rated Poor
46.9
1.2 0.0
0.0%
0.0
0.0
50.1
16.7
33.3
100.1%
6
Live Elsewhere
Buy Dubuque Buy Elsewhere
5.9%
0.0
5.9
29.4
35.3
23.5
100.2%
17
40.0 33.3
0.0 2.2
7.3%
2.1
2. 1
17.7
31.3
39.6
100. 1%
96
37.8
ENTERNTAINMENT
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere
Cost 6.5% 0.0%
Selection 16.1 50.0
Quality 4.0 25.0
Personnel 0.0 0.0
Availability 54.8 12.5
Other 17.7 12.5
Total 99.9% 100.0%
Number 124 8
Rated Good
Rated Poor
37.1
15.9 87.5
12.5
Buy Dubuque Buy Elsewhere
4.8%
57.1
6.0
0.0
25.0
. 7.1
100.0%
84
37.8
7.8
11.1%
9.7
1.4
4.2
38.9
34.7
100.0%
72
50.0
5.9
111
w
-48-
BOOKS
Live in Dubuque
Buy Dubuque Buy Elsewhere
Live Elsewhere
Buy Dubuque B.�` Elsewhere
Cost 8.1% 0.0% 5.1% 7.0%
Selection 23.4 50,0 65.8 22.8
Quality 1.6 50.0 1.3 1.8
Personnel 1.6 0.0 0.0 1.8
Availability 46.8 0.0 24.1 33.3
Other 18.5 0.0 3.8 33.3
Total 100.0% 100.0% 100.1% 100.0%
Number 124 2 79 57
Rated Good
Rated Poor
50.0 0 61.0 28.6
3.8 100.0
0.0 10.7
FARM SUPPLIES
Live in Dubuque Live Elsewhere
Buy Dubuque Buy Elsewhere Buy Dubuque Buy Elsewhere
Cost 12.5% 100.0% 13.6% 9.4%
Selection 25.0 0.0 27.3 7.8
Quality -- 0.0 3.1
Personnel. 2.5 0.0 0.0 4.7
Availability 40.0 0.0 45.5 32.8
Other 20.0 0.0 13.6 42.2
Total 100.0% 100.0% 100.0% 100.0%
Number 40 2 22 64
Rated Good
Rated Poor
42.5 50.0 36.8 25.0
2.5 0.0 5.3 8.3
t
-49-
APPENDIX B
FREQUENCIES FOR DUBUQUE AREA RETAIL TRADE SURVEY
-50-
A. 1. How often do people in your household shop in the
1. Chicago
2. Madison
3. Waterloo
4. Cedar Rapids
5. Dubuque
6. Rockford
7. Davenport/Quad Cities.
8. Rochester
9. LaCrosse
following areas?
(Circle your answer.)
SEVERAL
TIMES
A WEEK
1
2
175
2
1
SEVERAL
TIMES
A MONTH
1
13
3
3
156
1
7
1
5
SEVERAL
TIMES
A YEAR
20
71
20
83
163
13
49
4
22
RARELY
OR NO
ANNUALLY NEVER RESPONSE
50 448 110
49 386 109
22 454 131
65 363 116
30 68 38
19 459 136
37 415 121
10 487 128
23 453 116
2. Where do you get most of your information to make your shopping decisions?
numbers of your answers in the boxes to the right.)
1. RADIO
2. TELEVISION
3. SHOPPER
4. NEWSPAPER
5. WORD-OF-MOUTH
6. MAGAZINE
7. NO RESPONSE
(Put the
MOST
IMPORTANT
36
34
69
350
71
5
65
SECOND MOST
SOURCE IMPORTANT SOURCE
110
97
65
104
162
15
77
3. Do you read a daily newspaper? (Circle number
NO 156
YES 468-)IF YES, which one(s)?
1) 1. TELEGRAPH HERALD 355
2. DES MOINES REGISTER 14
3. CEDAR RAPIDS GAZETTE 15
4. WISCONSIN STATE JOURNAL
or MADISON CAPITOL TIMES 54
5. CLINTON HERALD or
QUAD CITY TIMES 16
6. OTHER IOWA PAPER 3
7. NON-IOWA PAPER 5
NO RESPONSE 168
of answer.)
2) 1. DES MOINES REGISTER
2. CEDAR RAPIDS GAZETTE
3. WISCONSIN STATE JOURNAL
or MADISON CAPITOL
TIMES
4. CLINTON HERALD or
QUAD CITY TIMES
5. OTHER IOWA
6. NON-IOWA PAPER
7. UNRECOGNIZABLE
NO RESPONSE
4. Do you receive a free distribution shoppers newspaper?
NO
YES
NO RESPONSE
69
548
13
5. Which TV stations do you watch the most?
65
5
10
4
4
18
1
523
6. Which radio stations do you listen to the most?
-51-
7. Which magazine do you read the most?
8. What time of the day do you do most of your grocery shopping? (Circle one)
MORNING
NOON
AFTERNOON
AFTER WORK
EVENING
NO RESPONSE
182
11
229
102
76
30
9. What time of the day do you do most of your shopping for other goods and
services? (Circle one)
MORNING
NOON
AFTERNOON
AFTER WORK
EVENING
NO RESPONSE
129
10
294
62
104
31
10. On which 2 days of the week do you do most of your shopping for groceries and
for other retail goods and services? (Put numbers of most and second most
important days in boxes.)
Grocery Shopping
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
SUNDAY
NO PREFERENCE
NO RESPONSE
Shopping for Other
Goods and Services
MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
SUNDAY
NO PREFERENCE
NO RESPONSE
11. What percentage of all your
(Circle number)
UNDER 10% 187
10%-25% 68
26%-50% 62
MOST IMPORTANT SECOND MOST IMPORTANT
59
62
59
98
140
87
8
59
58
39
41
38
50
90
157
31
108
76
37
34
62
82
130
112
41
39
93
25
26
28
44
75
85
105
111
131
•
household purchases
do you make in Dubuque?
51%-75%
76%-100%
NO RESPONSE
91
208
14
-52-
12. How important would the following improvements in. Dubuque's commercial area
be to you? (Circle your answer)
Uniform store hours
Wider variety of products and
services
More competitive pricing .
More centralized retail/service
area
Improved Roads
More Parking
Knowledgeable sales people
Store Interiors
Store Exteriors
Shuttle bus to shopping areas
More information about Dubuque
stores
Convenience
MUCK
122
SOME
149 256
177 167 175
301 121 110
160 169 184
168 134 214
159 163 204
233 148 135
43 160 307
31 120 358
45 59 404
135 190 196
227 148 143
IMPORTANCE
LITTLE NO RESPONSE
103
111
98
117
114
104
114
120
121
122
109
112
13. What changes would increase the amount of shopping your household does in
Dubuque? (Consider the improvements listed in question 10 or add your own
ideas.)
14. Do you live in
YES
-53-
Dubuque?
193 -� IF YES, GO TO NEXT PAGE
NO 391 > IF NO, ANSWER A-E
NO RESPONSE 46
A. Where do you live?
IN ANOTHER COMMUNITY (Please specify)
DYERSVILLE
MAQUOKETA, SABULA, BELLEVUE, LAMONT
ELKADER, EDGEWOOD
CASCADE, MONTICELLO, BERNARD, ANAMOSA
OTHER IOWA
ILLINOIS
WISCONSIN
NO RESPONSE
RURAL
RURAL NON -FARM
NO RESPONSE
B. How far do you live from Dubuque?
5 MILES OR LESS 17
6-10 MILES 11
11-20 MILES 53
21-40 MILES 170
OVER 40 MILES 128
NO RESPONSE 251
C. How
36
43
42
10
6
25
125
343
110
51
255
often do you or another member of your household visit Dubuque?
SEVERAL TIMES A WEEK 49
SEVERAL TIMES A MONTH 99
SEVERAL TIMES A YEAR 145
ANNUALLY 29
RARELY OR NEVER 53
NO RESPONSE 255
D. When you come to Dubuque to shop, which of the following do you also do
or visit? (Circle all numbers that apply.)
Have dinner
Have lunch
Receive dental care
Receive medical care
Go to theater
Visit Five Flags
Receive legal services
Visit government offices
170
241
77
178
99
49
18
42
NO RESPONSE
460
389
553
452
531
581
612
588
E. What other attractions or services in addition to those listed above bring
you to Dubuque?
E
0
-.-10
0
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0
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0 0
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0.0
.04-)
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> . 0
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-54-
0.
E•+
DUBUQUE RATE AS A
PLACE TO BUY THIS
MOUx q 1 U 0Q
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WHERE DO YOU USUALLY SHOP? WHAT IS THE MAJOR REASON DUBUQUE RATE AS A
YOU SHOP WHERE YOU DO? PLACE TO BUY THIS ITEM?
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25. Taverns
26. Entertainment
27. Books
28. Farm Supplies
04
-56-
C. BACKGROUND INFORMATION
1. How many people, including yourself, currently live in your household? (Do not
include college students living away from home while at school.) PERSONS
1 2 3 4 5 6 7 8 OR MORE
73 194 107 117 76 27 9 2
NO RESPONSE
25
2. How many people in your household, including yourself, are in each of the following
categories? Write the number of males and females in each age category.
UNDER 5 YEARS OF AGE
5-9 YEARS OF AGE
10-14 YEARS OF AGE
15-18 YEARS OF AGE
19-24 YEARS OF AGE
25-44 YEARS OF AGE
45-64 YEARS OF AGE
65 YEARS OF AGE & OVER
UNDER 5 YEARS OF AGE
5-9 YEARS OF AGE
10-14 YEARS OF AGE
15-18 YEARS OF AGE
19-24 YEARS OF AGE
25-44 YEARS OF AGE
45-54 YEARS OF AGE
65 YEARS OF AGE & OVER
3. Are you
MALE
FEMALE
NO RESPONSE
204
395
31
4-. What is your age? YEARS
LESS TI-IAN 25 YEARS 32
25-34 YEARS 133
35-49 YEARS 150
50-64 YEARS 169
65 YEARS OF AGE & OVER 111
NO RESPONSE 35
5. What is your marital status?
NEVER MARRIED 49
MARRIED 473
DIVORCED OR SEPARATED 27
WIDOWED 64
NO RESPONSE 17
MALES
0 1 2 3 OR MORE
523 62 12 1
542 48 7 1
521 68 11 1
539 49 11 1
539 55 6 -
364 227 8
404 193 4
515 84 1
0 1 2
-
527 64 7
528 60 10
524 60 15
539 55 6
530 63 4
352 239 9
391 207 3
491 109 4
FEMALES
3 OR MORE
1
1
NO RESPONSE
32
32
29
30
30
31
29
30
NO RESPONSE
32
32
30
30
32
30
29
26
-57-
6. What is the present employment status of head of household?
EMPLOYED OR SELF-EMPLOYED ON
EMPLOYED OR SELF-EMPLOYED ON
RETIRED
FULL-TIME HOMEMAKER
STUDENT
UNEMPLOYED
NO RESPONSE
OCCUPATION
PROFESSIONAL/TECHNICAL
MANAGERS/ADMINISTRATORS
SALES
CLERICAL
CRAFTSMEN
OPERATIVES
TRANSPORT OPERATIVES
LABORERS
FARMERS
FARM LABORERS
SERVICE WORKERS
PRIVATE HOUSEHOLD
NO RESPONSE
A FULL-TIME BASIS
A PART-TIME BASIS
371
32
117
12
1
36
61
IF EMPLOYED OR SELF-EMPLOYED:
Please describe present occupation:
COMMUNITY
74 1. DUBUQUE, ZWINGLE, EPWORTH, DURANGO,
69 ASBURY, JAMESTOWN, WI., E. DUBUQUE, IL, 188
31 2. DYERSVILLE, NEW VIENNA, FARLEY,
23 WORTHINGTON, EARLVILLE 22
49 3. MAQUOKETA, SABULA, BELLEVUE, LAMONT 19
20 4. ELKADER, EDGEWOOD, COLESBURG, MARQUETTE,
19 STRAWBERRY POINT, GARNAVILLO,
35 FARMERSBURG, MCGREGOR, GUTTENBERG 18
68 5. CASCADE, ANAMOSA, MONTICELLO, BERNARD 8
6. OTHER IOWA (TEEDS GROVE, ANDREW,
28 PETERSBURG) 24
2 7. ILLINOIS COMMUNITIES
212 (NOT EAST DUBUQUE) 22
8. WISCONSIN COMMUNITIES
(NOT JAMESTOWN) 87
NO RESPONSE 242
7. How many adult wage earners reside in your household?
0 1 2 3 4 NO RESPONSE
88 245 214 24 8 51
8. What is the present
employment status of the other adult member of the household?
EMPLOYED OR SELF-EMPLOYED ON A
EMPLOYED OR SELF-EMPLOYED ON A
RETIRED
FULL-TIME HOMEMAKER
STUDENT
UNEMPLOYED
NO RESPONSE
OCCUPATION
PROFESSIONAL/TECHNICAL
MANAGERS/ADMINISTRATORS
SALES
CLERICAL
CRAFTSMEN
OPERATIVES
TRANSPORT OPERATIVES
LABORERS
FARMERS
FARM LABORERS
SERVICE WORKERS
PRIVATE HOUSEHOLD
NO RESPONSE
FULL-TIME BASIS
PART-TIME BASIS
142
80
54
125
9
45
175
IF EMPLOYED OR SELF-EMPLOYED:
Please describe present occupation:
COMMUNITY
51 1. DUBUQUE, ZWINGLE, EPWORTH, DURANGO,
14 ASBURY, JAMESTOWN, WI., E. DUBUQUE, IL. 102
10 2. DYERSVILLE, NEW VIENNA, FARLEY,
68 WORTHINGTON, EARLVILLE 12
10 3. MAQUOKETA, SABULA, BELLEUVE, LAMONT 12
9 4. ELKADER, EIGEWOOD, COLESBURG, MARQUETTE,
3 SOAWBERRY'POINT, GARNAVILLO,
12 FARMERSBURG, MCGREGOR, GUTTENBERG 14
28 5. CASCADE, ANAMOS, MONTICELLO, BERNARD 7
6 6. OTHER IOWA (TEEDS GROVE, ANDREW,
25 PETERSBURG) 8
4 7. ILLINOIS COMMUNITIES
390 (NOT EAST DUBUQUE) 16
8. WISCONSIN COMMUNITIES
(NOT JAMESTOWN) 55
NO RESPONSE 404
-58-
9. Do you own or rent your home?
OWN 531
RENT 79
NO RESPONSE 20
10. In which of the following do you reside?
SINGLE FAMILY HOME 546
APARTMENT 42
DUPLEX 19
TOWNHOUSE OR CONDOMINIUM 2
NO RESPONSE 21
11. What was your approximate gross family income from all sources, before
taxes, for 1981? (Circle answer)
LESS THAN $10,000 100
$10,000-$14,999 78
$15,000-$19,999 88
$20,000-$24,999 93
$25,000-$34,999 98
$35,000-$49,000 61
$50,000 OR MORE 45
NO RESPONSE 67