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4 of 5 Chicago Shoppers Want Marshall Field's
(CHICAGO-May 18, 2012)
FieldsFansChicago.org Annual Survey Results
Survey Shows Overwhelming Demand for Marshall
Field's Continues to Hold Steady:
Four Out of Five Chicago Shoppers Still Prefer Marshall Field's Over
Jim McKay, Co-Organizer, FieldsFansChicago.org
info AT FieldsFansChicago DOT org
latest survey of North Michigan Avenue and State Street shoppers
completed in the past eleven weeks indicates that 78% continue to
prefer Marshall Field's over Macy's. Comparable surveys
administered in 2009, 2010 and 2011 showed that 78%, 81% and 79%
(respectively) preferred Marshall Field's to Macy's. As such,
there has been no statistically significant change in the shopping
preference for Marshall Field's in the past four years.
The survey of 477 shoppers was conducted anonymously by the grassroots
organization FieldsFansChicago.org. Three questions were
administered. Results from 2009, 2010 and 2011 are shown in
parenthesis. This year's survey had a margin of error of 4.43% (
< 5.0%), with a confidence level of 95% and a response distribution
* Do you prefer Marshall Field's, Macy's or both about the
- 78.4% preferred Marshall Field's (2009: 78.0%
/ 2010: 80.8% / 2011: 79.0%)
- 14.0% preferred Macy's (2009: 12.6% /
2010: 12.7% / 2011: 12.5%)
- 7.5% preferred both equally (2009: 9.4% /
2010: 6.5% / 2011: 8.4%)
* Do you shop at the store more, less or about the same since
the store became Macy's?
- 7.1% said that they shop more (2009: 8.6% /
2010: 6.7% / 2011: 7.8%)
- 72.3% said that they shop less (2009: 72.2% /
2010: 71.5% / 2011: 72.5%)
- 20.6% said that they shop with the same frequency
(2009: 19.2% / 2010: 21.7% / 2011: 19.7%)
* Would you shop at the store more, less or about the same if
the store was converted back to
Marshall Field's from Macy's?
- 78.0% said that they would shop more (2009:
78.3% / 2010: 77.1% / 2011: 78.2%)
- 3.5% said that they would shop less (2009: 2.9%
/ 2010: 4.7% / 2011: 3.1%)
- 18.5% would shop with the same frequency as now
(2009: 18.8% / 2010: 18.1% / 2011: 18.6%)
The statistically rigorous survey is a preliminary assessment of
respondents' preferences and perceptions and should be considered as
the basis for future, more in-depth analysis.
The results were related to Macy's, Inc.'s CEO, President and
Chairman, Terry J. Lundgren, and Macy's Board of Directors by Mr.
Frank Farmer Loomis immediately after today's annual meeting of
shareholders in Cincinnati. Based in Cincinnati, Mr.
Farmer Loomis is an antique authority with his own radio show in
Macy's "co-hometown." Said Mr. Jim McKay, Co-organizer
at FieldsFansChicago.org, "Mr. Farmer Loomis is representative of
the millions nationally and internationally -- outside of Chicagoland
-- who continue to want to see Marshall Field's restored to its
rightful place on State Street."
Further information about the survey, results and the grass-roots
organization FieldsFansChicago.org can be found at
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