Group 1- , Diana Dzielski, Alyciah Gutierrez, Luz Medina,

Mike Malles, Paulina Piatek, Emma Rutherford

Agenda:
❖ Executive Summary ❖ Ethnography
❖ History/ Background ❖ Creative Brief
❖ Competitive Research ❖ Project Summary and
❖ Secondary Research Recommendations
❖ SWOT ❖ Suggestions for Future
❖ Focus Group Research
❖ Quantitative Survey ❖ Appendix
❖ Analysis of Qualitative
and Quantitative
Combined
Executive Summary
Lake Research group conducted research towards analyzing the athletic shoe and apparel consumer market to
address any communication problems and opportunities between Nike and the target audience (18-39). Nike
still dominates the market for athletic shoes/apparel and is the preferred choice for both male and female
target groups. However, research findings regarding athletic apparel showed that Nike lacks variety and style
compared to Adidas and Under Armour (for apparel). Nike’s strong connection to as “athletic products” can
essentially distance the brand from a large market of buyers. We noticed specifically the female market’s
engagement with athletic products was low and casual style trends were seen most associated with their
everyday outfits. An ‘Everyday Athlete Campaign’ would be an appropriate way of reaching these women.
Buyers are looking to find quality products that can fulfill their style and comfort desires, while giving them an
emotional connection that can also resonate with Nike’s brand identity. By accomplishing this, Nike sales and
brand loyalty will increase and the brand will continue to evolve, supplying buyers with future innovations to
look forward to. Based on the research findings, we recommend Nike to expand on their brand identity by
moving towards fulfilling more styles and trend categories to target new markets of consumers and new
opportunities . Position Nike as more than just athletic wear, and emphasize that the brand can deliver comfort,
style and innovation into your everyday outfit. This report will cover all the topics above and inform you how our
findings in data was collected.
History / Background
- Nike was founded on January 25, 1964 in Eugene, Oregon.
- First retail outlet in 1966 and launched the Nike brand shoe in 1972, two years later
in 1978 company renamed itself to Nike Inc.
- The first founder was Bill Bowerman and Phil Knight in 1978.
- The founder Bill Bowerman, was a track-and-field coach at the University of Oregon.
- The head CEO is Mark Parker.
- Nike has a total of 1,152 stores worldwide in the Fashion and Retail industry.
- The main headquarter is located in Beaverton, Oregon.
- Nike’s mission is “To bring inspiration and innovation to every athlete in the world”.
- The total revenue they earned so far in 2019 is $36. 4 billion dollars.
- Some products that Nike sells include: shoes, apparel, accessories, backpacks,
equipments, and much more.
- Nike is known for is the “swoosh” symbol along with their logo: “Just Do It”.
- Nike’s campaign sets a feeling of “Dream Further” to make everyone know they can
accomplish all their goals.
History / Background (cont.)
● The main target audience for Nike is:
○ Men and Women between the ages 15-40
■ Based off of our research most people answered the age 18-22.
○ Nike currently focuses on these 3 main audiences:
■ Women
■ Young Athletes
■ Runners
● Some history about Nike is:
○ On July 1988 they released their first “Just Do It” Campaign.
○ Nike was first known as Blue-Ribbon then changed to Nike Inc. in 1978.
○ Subsidiaries:
■ Converse
■ Hurley International
■ Nike Flight
○ They make high-end Nike Air Jordan which many people love to wear.
● Noteable Nike Products
○ Nike Air Jordan
○ Nike Pro
○ Air Force 1
● Some Competitors that Nike is against are:
○ Adidas
○ Under Armor
○ Lululemons, etc.
Nike’s Social Media Presence
Twitter: @Nike 8 million
- Mostly tweet about athletes sponsored by Nike.
- Brings attention to those who are on the “come up”.
- Sad ads (2+mins), success stories.

Instagram: @nike (95 million)

- Post more often than twitter.
- Lots of posts of athletes they sponsor.
- Stories of success.
- Care about diversity.
- Multiple accounts with a different purpose.
Adidas Social Media Presence
Twitter: @adidas 3.7 million followers

- Averages two - five tweets a month.

- Tweet mostly about their products.
- Tweet about celebrity partnerships and relevant events once in a while.

Instagram: @adidas 24.9 million followers

- Feed has a mix of promotions, product highlight, partnered posts and

testimonies.
Nike Does Fine Without Promotions
- Unlike other fashion companies, Nike does not promote
any sales on their social media platforms.
- Instead prompts you to subscribe to their “insider”
emails.
Nike Leaves a lasting impression with its
advertisements
- Emotional advertisements promote a feeling of
empowerment.
- Celebrity endorsements are popular.
- Nike’s most viewed video “Tiempo De Ser Héroes” has 32
Million views.
-
Nike’s presence on internet stable over
time (with exception of controversial
Kaepernick connection in 9/2018)

Source: Google Trends

Nike Has Many Different Online
Personalities
- Multiple accounts with a different purpose.
- Different types of visual representations.
- Nike has accounts accounts dedicated to certain
sports.
- Nike also has an account dedicated to women
- This is a fantastic way to target specifically
female consumers and introduce them
to the Nike brand.
- Also Nike Accounts for specific city
- For Example: Nike Chicago has over 60k
followers.
- There are nearly 100 million posts that
reference Nike,
S. W. O. T (Strengths)

- Nike is a strong global brand.

- Swoosh label is always recognized the second it is seen
on any shoe or apparel.
- They do an amazing job with enhancing their brand for
decades.
- Able to stand out in a retail sportswear store.
- Large and well managed supply chain.
- Has a diversified range of sports products.
- Uses star and notable athletes as effective endorsers and
effective influencers.
S. W. O. T (Weaknesses)

- Due to it being a popular known brand, Nike’s items can

be seen as high pricing.
- Has high prices on its products.
- Over Dependent on U.S market for sales and revenue.
- Uses star and notable athletes as effective endorsers and
effective influencers.
- Uses star and notable athletes that influence consumers
perception of the brand, causing some consumers to see
Nike as an athletes only brand.
S. W. O. T (Opportunities)

- Create new and innovative products that can branch

from Nike’s Athlete’s only perception.
- Nike should look into making more accessories and
clothing to pair with the Nike shoes and apparel.
- Branch into more fashion forward styles and products to
secure a position for Nike in “Street Fashion”.
- Focus Nike’s message for the everyday woman, reaching
the portion of female consumers who feel alienated by
Nike’s strong athlete message.
S. W. O. T. (Threats)
- Other athletic companies with a stronger focus on apparel.
- Many other sports shoes and apparel brands are starting to
create cutting edge products which could lead Nike into an
issue on losing loyal customers due to these new items
coming out.
- Due to it being international it can be at risk for strikes and
other international settings that can cause issues when it
happens.
- Economic / business conditions can cause issues for Nike
- Not all men and women enjoy Nike as there go to workout
gear.
Focus Group
- The focus group was conducted on October 8th, at Roosevelt
University.
- There was 8 participants in total, 5 females and 3 males.
- Participants were reached through convenience sampling,
utilizing Lake Research Company’s classmates and friends.
- Participants were guided in discussion by a male and female
focus group leader.
- Participants discussed questions asked by the leaders, built upon
each other answers and shared personal experiences and
connections to Nike.
- Participants were also asked to complete two short surveys on
paper during the discussion.
Focus Group Cont.
- Key Takeaways:
- Nike is very well known, there is not an issue with
consumers not knowing about the Nike brand.
- Nike is considered number one for athletic shoes, but when
it comes to apparel, Nike falls short.
- A male participant of the focus group said that Nike is
his number one for shoes, but when it comes to
apparel he prefers Adidas.
- A male and female participant also described Adidas
as street fashion, and explained Nike is not.
- Focus Group participants referred to Nike as “trendy”,
explaining Nikes popularity in the current market.
Quantitative Data Collection
- Our online survey on Qualtrics Platform was composed
of 50 questions and distributed through a link as well as
each team members social media platforms to a
convenience sample of respondents in October 2019.
- In total 66 responses were collected.
- Out of that 66 participants: among those who provided gender,
approximately 63% were female, 37% were male..
 Today’s Everyday Attire is Casual Attire

Over 80% of
Respondents Dress
Casually Overall for
Work or School

85% of Respondents Dress

Casually for Work
Everyday Attire is De Rigueur

- Work appropriate attire today has become more casual.

- While men are dressing slightly more formally for work
than women do, overall there is no dress code where the
participants work.
- When asked about dress code, a male focus group
participant said “there’s not really [a dress code], it’s a
little formal but still relaxed”.
Why Do Women Wear Athletic Gear?

While Women Are Wearing Athletic Gear

and Working Out As Much As Male
Participants, Women Do Not View
Themselves As Active and Are Not
Responding to Athletic Appeals In Ads.
Why Do Women Wear Athletic Gear? Cont.

- Women, overall, do not view themselves as athletic or

incredibly active.
- But they are still wearing and utilizing running shoes and
athletic apparel in abundance.
- Women are likely not associating their athletic apparel
and shoes in a strictly athletic light.
Why Do Women Wear Athletic Gear? Cont.
- Women view themselves as active, but not as athletes/
- While the message of supreme athlete is effective, it is
missing these women who do not view themselves as
athletes, but instead as a more bodily conscious person.
- Brand recognition, trend following, and outfit
synchronization and matching are most important to
women.
- Women of this age (18-39) appear to attend to formality/informality
with regard to synchronizing outfits, but less than men on an
athletic/non-athletic continuum.
- While those factors are just as important to men, the cost of
the apparel is slightly more influential than the style.
 Style Matters Too! Style Needs to
Warrant the Price, According to
Consumers

21% of women are considering

style compared to the 21% of Men
who are considering cost
The Style Needs to Warrant the
Price, According to Consumers
- Comfort is considered the most important factor overall, but explained by
a female participant in the focus group: “I feel like a lot of my shoes are
comfortable but also look nice”.
- While appearance and style weigh into women’s athletic apparel
purchase, Men take into consideration price and functionality first before
considering appearances.
- A female participant during the focus group commented, “Nike seems like
a “better quality,” justifying the higher price.
- But a male participant during the focus group countered that was a
“tricky” situation, because with Nike you could get a basic jacket for a
certain amount, where with Adidas you could get that same jacket with a
couple more features for the same price.
 Nike Is Dominating
Nike Is The Force To Be
Reckoned With, But Adidas Is
A Competitor That Is Making
Impacts In The Market.

Adidas is Nike’s Only

Competition, And Only Roughly
30% Of Consumers Pick Adidas
Over Nike For Apparel
Nike Runs The Show In Athletic
Shoes...
- Nike holds firm as the number one choice for athletic
shoes with consumers.
- Nike’s only real competition is Adidas, according to focus
group participants. When customers would be stating an
example, they always referenced Adidas as the
hypothetical competition in the scenario.
But When It Comes To Apparel,
There Is Something Missing
- Nike loses to Adidas in favorite apparel because of their
lack of sizing options and style variety.
- Adidas is seen as a “street fashion” and trend setting
style, as Nike is not see as a stylish brand.
- Adidas has about 32% of Females who prefer them as their favorite
overall brand, and a female participant explained that she views
Adidas as a “street fashion” brand while Nike was not.
- Nike apparel and shoes are generally associated with
athletics. This may be in due part to Nike’s strong
advertisement as that brand for athletes.
Empowerment, Comfort, & ‘Just Getting it Together!’
Females Have A Stronger Emotional Connection To
Brands

Around 30% of Men

and Women feel
“Empowered” while
wearing Nike, and
34% of Women feel
“Together”
What Does Nike Mean To
Customers?
- Nike is seen as “trendy” by consumers.
- Consumers associate strong positive feelings with the
brand Nike and Nike’s products.
- Customers feel powerful, put together, prepared, and
more confident when wearing Nike products.
- Athletes equate winning and strength with their Nike
gear.
- Participants say without Nike as an option, they would
feel “heartbroken” and experience “emotional loss”
because of the brands significance in their childhood.
What Does Nike Mean To
Customers?
- Consumers who are not traditional athletes or active
people still associate these strong feelings of strength and
success with Nike.
- “Just Do It” symbolizes perseverance and tenacity, and
brings those characteristics out in consumers when they
wear Nike products.
What It Comes Down To

- Women tend to be the primary buyers and have

emotional intent.
-Women tend to support and purchase from brands like
Nike based on values and characteristics they attribute
to the brand.
- Marketing Communication needs to be directed
towards women without affecting male perception in a
negative way.
Redefining Nike’s Identity
- We recommend Nike broaden their identity and move
forward with more fashion-focused material, especially
for women.
- Nikes has a strong hold in the field and heavy support
from customers.
- Branching out from athletic gear and into more stylistic,
cutting fashion designs can extend the positive
associations customers have with the brand to a new
audience base - and new purchases by its existing
athletic-centric base.
From Working Out to Working a
Nine-to-Five, Nike Is There
- Nike’s top competitor, Adidas, is successfully reaching the
fashion-focused audience.
- Women specifically are being missed at some usage
opportunities because of their lack of connection with Nike’s
call to ‘athletes’ and their desire for stylish cuts and designs.
- Leveraging the feelings of strength and power of being
affiliated with Nike, the brand can sell stylish and functional
products to everyday consumers who want the confidence
Nike brings them with them in every situation.
Women Dominate Customer Demographic Of Nike
Stores Weekdays and Weekends
Creative Brief
Target Audience:
-Male and Female,
-18-38 years old
-Income ranging $25,000-$150,000+
-Active people looking for comfort and quality in durable products.
Competitors: New Balance, Adidas, Reebok, Under Armour
Advertising Objective:
-Strengthen the relationship between Nike and everyday styles and trends.
-Ensure Nike shoes and apparel delivers top-tier quality, comfort, style and innovation with every
product.
Consumer Insight/Research Findings:
-There is a gap between the female consumers and their engagement with athletic shoes and apparel.
-Women tend to not associate themselves as athletes compared to men.
-Comfort and style is the biggest component when it comes to purchases.
-Men purchase athletic shoes and apparel more often than women.
Creative Brief Cont.

Solution:
-Position Nike as being more than just a brand focused on athlete consumer base.
-Start to integrate Nike products into more casual style and trend categories.

Communication Objectives:
-Use Nike’s strong, influential social media presence to focus on creating awareness of Nike towards
new markets.
-Emphasize on the quality and diverse styles of Nike products that fit in with a variety of different
trends and styles
-Emphasize proper fit with all attire.
-Increase Nike’s engagement with female groups who don’t consider themselves athletes.
-Increase awareness of Nike online store and apps which will help engage directly with consumers,
giving them a more personal, one on one buying experience tailored to each individual.
-Give consumers the ability to access more exclusive items that might not be seen in most retail and
outlet stores.
Project Summary & Recommendations
Nike is a strong brand that makes its consumers feel like they can
accomplish any goal they put their mind to. While Nike is the #1 pick
overall according to our surveys and data collections, Nike lacks variety
and fails to target to non athletes. Nike is known as mostly an athlete’s
brand, but with our research, most consumers wear the brand because of
comfort and the feeling of being empowered. This is especially true for
women, as the fierce competitor and supreme athlete message Nike
promotes alienates some non athletic women from the brand. Nike could
improve on promoting their apparel and shoes to an everyday setting for
those that are not active. Nike does a great job at promoting inspiration
which gets more athletes and competitive people to purchase more
apparel and shoes, but does not appeal to those that do not consider
themselves as sport athletes, but who may see themselves as active or
successful in some other area or skill.
Project Summary & Recommendations Cont.
Nike should reposition their message as a means to target those, specifically
women, that do not necessarily view themselves as athletes, but still desire to feel
empowered and inspired while doing activities or errands in their apparel or shoes.
As this tendency was found to be more prevalent in women, we recommend Nike
expands on their athletic “Just Do It” logo to also “Just Doing It,” to target women
and other people who do not relate to the superior athlete position Nike has taken
in advertising. This will also prevent Nike from ostracizing male consumers because
it does not explicitly target women, but will make the brand more approachable to
all. We also recommend Nike expands their brand to include more street and
everyday clothing, opening up the potential customer base to those who are looking
for more casual looks without the athletic aesthetic as a means to combat
competitors like Adidas who have done so. By expanding Nike’s message and
opening up to new styles and fashion wear, Nike can potentially reach a broad group
of consumers that do not feel like they fit into Nike’s identity, growing Nike’s already
powerful customer base even more.
Suggestion for Future Research
- Ask more lifestyle questions.
- Probe for rationale to place swoosh logo more prominently or in
contrastive colors on boots for seasonal dress, such as in
Chicago.
- Try to close the number of Male and Female participants
- Look into the relationship between customers identities and
customers purchases.
- Ask more descriptive questions for consumers to build on and
share their subjective ideas and opinions.
- Explore the disconnect between customers who view
themselves as athletes compared to those who do not.
- Have customers define what is athletic gear, what is fashion, and
what is both athletic and fashion.
Appendix: Focus Group Key Elements

- Members buy clothes about 2-3 times a month.

- The look is most important, they aren’t looking specifically for a brand.
- Adidas is leading in street fashion and cutting edge looks, Nike is not
associated with style.
- Nikes shoes aren't always seen as athletic shoes-
- Even though they are sneakers/basketball shoes/athletic/running
shoes, there are certain shoes you don't work out in and certain
ones it is socially acceptable to work out in.
- Comfort is most important.
- Chris associates the brand heavily with the sponsor
- Brands without sponsors do not resonate with him or work for him.
Appendix: Key Elements Cont.

- Nike is well liked because of the amount of variety they have.

- Nike ID is really important so they can stand out and be unique.
- Nike shoe style trumps.
- While Nike was number one for shoes, it was not for apparel.
- This is because Adidas had more sizing options.
- Nike is seen as higher quality, warranting the higher price sometimes, but adidas has
more bonuses to the clothes (water proof was the example) for less money.
- Nikes apparel has more options and variety compared to other brands.
- Nike is “trendy”.
- Nike is go to for work out apparel.
- Versatility is important for shoes.
- Athletes associate winning and success with their shoes, specifically nike.
- The logo needs to have a purpose, participants didn’t want blatant logos that had no
purpose.
Appendix: Key Elements Cont.

- Participants do NOT want to mix nike and adidas, it has to be all nike or all adidas. Their
outfit doesn’t feel complete when its mixed, it looks “silly”.
- Participants friends and family like the same brand as them.
- Participants: Just do it pushes people to be athletic, to push forward. It would be
“detrimental” to the brand to change the logo.
- Legend would be “heartbroken” if nike stopped existing, Yuhao will adjust fine but there
would be an “emotional loss” because it is a brand he associates with his childhood.
- Chris uses Nike ID to look and be creative, but doesn’t purchase ID shoes often because it
is more expensive.
- For Yuhao would rather go with limited edition shoes that make his own.
- Nikes logo works with the tagline, participants associate the swoop with the tagline.
- NIKE AD
- Inspirational, made yuhao (male) realize the struggle female athletes have had.
- Mahri feels like nike pays attention to female athletes and give special consideration
than other brands.
Appendix: Focus Group Discussion Guide
Appendix: Focus Group Discussion Guide Cont.
Appendix: Focus Group Discussion Guide Cont.
Appendix: Focus Group Discussion Guide Cont.
Appendix: Qualtrics Questionnaire
(Matrix: General Lifestyle Questions)
1. My everyday outfit would best be described as,
a. Business Casual
b. Athleisure
c. Casual (such as jeans and a top)
d. Uniform
2. On a weekly basis how often do you wear running shoes?
a. Everyday
b. 2-4 days a week
c. once a week
d. Only when working out
e. Never
3. I consider myself as an active person.
a. T/F
4. On a weekly basis how often do you participate in being active (playing sports, biking, hiking, etc.)
or working out (weight training, cardio, etc.)?
a. Everyday
b. 5 days a week
c. 3-4 days a week
d. 1-2 days a week
e. Never
Appendix: Qualtrics Questionnaire Cont.
1. How often do you purchase new workout apparel?
a. Once a month
b. 2-7+ times in a month
c. Once a year
d. 3-7+ times yearly
e. Never
2. Where do you shop for workout apparel?
a. Department stores (Ex: Nordstroms, Macys)
b. Big box stores (Ex: Target, Walmart)
c. Retail stores (Ex: Lululemon, Athleta)
d. Sports stores (Ex: Dicks, Sports Authority)
e. Branded stores Ex: (Nike store, Adidas store)
3. How do you shop for workout apparel?
a. Instore
b. Online
4. How often do you purchase new running shoes?
a. Once a month
b. 2-7+ times in a month
c. Once a year
d. 3-7+ times yearly
Appendix: Qualtrics Questionnaire Cont.
1. Where do you shop for running shoes?
a. Department stores (Ex: Nordstroms, Macys)
b. Big box stores (Ex: Target, Walmart)
c. Retail stores (Ex: Lululemon, Athleta)
d. Sports stores (Ex: Dicks, Sports Authority)
e. Branded stores Ex: (Nike store, Adidas store)
2. How do you shop for running shoes?
a. Instore
b. Online
(Apparel and Shoe Preferences)
1. What is your favorite brand of workout apparel?
a. Nike
b. Adidas
c. Under Armour
d. Reebok
e. Puma
2. What is your favorite brand of running shoes?
a. Nike
b. Adidas
c. Under Armour
d. Reebok
e. Puma
Appendix: Qualtrics Questionnaire Cont.
1. What is the #1 most important thing you consider when buying running shoes?
a. Cost effective
b. Style
c. Color
d. Comfort
2. What is the #1 most important thing you consider when buying workout apparel?
a. Cost
b. Good fit/ flattering on body type
c. Style
d. Comfort/mobility level
(Specifics about favorite brand)
1. Overall, what is your favorite brand for BOTH workout apparel AND shoes?
a. Nike
b. Adidas
c. Under Armour
d. Reebok
e. Puma
2. Based off your favorite apparel and shoe brand why is it your favorite?
a. Provides many different options and styles in shoes and clothes
b. Brand has good values and beliefs that I also support
c. Brand is affordable
d. Brand items are good quality and reliable
e. Other (please specify)
Appendix: Qualtrics Questionnaire Cont.
1. When wearing your favorite brand of workout apparel and or shoes how does it make you feel?
a. Strong
b. Bougie
c. Empowered
2. How many pairs of running shoes do you own from your favorite brand?
a. 1
b. 2-4
c. 6-8
d. 9+
3. Would you consider yourself a loyalist to your favorite brand? (meaning you will only buy workout
apparel and shoes from that brand)
a. Yes
b. No
4. Other than your favorite athletic brand, what other brands would you consider to purchase? (Order
from 1 being most likely, 4 being least likely, specifying your favorite brand with a 0)
a. Nike
b. Adidas
c. Under Armour
d. Reebok
e. Puma
Appendix: Qualtrics Questionnaire Cont.
(Commercials)
Please watch this short commercial from Nike
https://www.youtube.com/watch?v=whpJ19RJ4JY
1. In your opinion is this commercial effective in making you want to support and
purchase Nike products?
a. Yes
b. Sort of
c. No
2. Does this advertisement make you more or less likely to purchase Nike products?
a. More likely
b. Less less likely
c. No affect
3. How does this commercial make you feel? (what emotions does it elicit, or what was
your reaction to the video)
a. Text box
4. In your opinion what is the main message of the advertisement?
a. Text box
Appendix: Qualtrics Questionnaire Cont.
Please watch this short commercial from Reebok
https://www.youtube.com/watch?v=K-PSNspNQms
1. In your opinion is this commercial effective in making you want to support and purchase Reebok
products?
a. Yes
b. Sort of
c. No
2. Does this advertisement make you more or less likely to purchase Reebok products?
a. More likely
b. Less less likely
c. No affect
3. How does this commercial make you feel? (what emotions does it elicit, or what was your reaction to
the video)
a. Text box
4. In your opinion what is the main message of the advertisement?
a. Text box
5. Being a consumer how effective was this advertisement compared to the previous Nike
advertisement?
a. More effective
b. Less effective
c. Same effect as Nike
Appendix: Qualtrics Questionnaire Cont.
(Nike Questions)
1. I would consider Nike as my most purchased brand of shoes.
a. True
b. False
2. I would consider Nike my most purchased brand of workout apparel.
a. True
b. False
3. Within the last year how many Nike products have you purchased?
a. 1
b. 2-4
c. 6-8
d. 9+
4. If Nike was a person, what attributes would you describe them? (Ex: strong, outgoing, bubbly, etc.)
a. Text box
5. In three words how would you describe Nike as a whole brand? (Ex: Fun, colorful, expensive, etc.)
a. Text box
6. How likely are you to recommend Nike workout apparel/shoes to a friend
a. Very likely
b. Likely
c. Somewhat likely
d. Not likely
Appendix: Qualtrics Questionnaire Cont.
(Demographics)
1. What is your age?
a. Under 18
b. 18-22
c. 23-30
d. 31-50
e. 50+
2. Gender
a. Male
b. Female
3. Education level
a. Some high school
b. High school graduate
c. Some college,
d. College grad,
e. Some grad school
f. Grad school degree/certificate
4. Employment
a. Full time employment
b. Part time employment
c. Student
d. Employed Student (either full or part time)
e. Homemaker
Appendix: Qualtrics Questionnaire Cont.
1. Source of Income
a. Job
b. Parents
Other
2. Yearly Income
a. $0-$10,000
b. $20,000-$50,000
c. $60,000-90,000
d. $100,000
3. Residency
a. City
b. Suburbs
c. Rual
4. Race/ ethnicity
a. White
b. Hispanic or Latino
c. Black or African American
d. Asian / Pacific Islander
e. Other
Appendix: Focus Group Video