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Thesis (M.A.)—University of Nebraska—Lincoln, 1965. Department of Business Organization and Management.


Copyright 1965, the author. Used by permission.


The purpose of this thesis is to determine what sources and methods, if any, department store executives use to obtain information about their customers.

The principal source of primary information is a mail questionnaire sent to 170 department stores. At least three questionnaires were sent to each of the 50 states and additional questionnaires were sent to states having a greater than average number of department stores.

The results of this investigation should help to enlighten retailers not as to the sources of consumer information available but rather as to the sources presently being used, if any, by department store executives.It should also point out to people interested in retailing how important department store executives consider the consumer and whether or not they actually try to find out more about him.

Advisor:Phillip McVey