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Target Pulls Plug on Psyche Survey
US retailer Target has pulled an e-mail survey which made some respondents feel 'uncomfortable'. The questionnaire, which was designed by New York firm Mindset Media and distributed to Target customers on Friday by Nielsen, was canceled by Saturday morning.
Designed to compare the psyches of Target customers with those of Wal-mart shoppers, the survey asked respondents to rate their level of agreement from 'strongly disagree' to 'strongly agree' with statements such as:- I'm not known for my generosity
- I often get into arguments with my family and co-workers
- My partner is likely to reject me at some point unless I am better (smarter, better looking, etc) than any other potential mate
- I could disappear from the face of the earth and no one would notice.
'The survey has been stopped,' Target spokeswoman Lena Michaud said. 'We recognise that some of the questions made our guests uncomfortable. We apologise for any discomfort or offence some of the questions may have caused.' Michaud said she had no information on the purpose of the psychological probing.
The survey starts by asking respondents whether they shop at Wal-Mart and Target and which store gets the greater share of their money. Customers were then asked what type of car they drive, before being given the list of psychological questions. There were no questions relating directly to the in-store shopping experience.
The Target survey comes at a time when Wal-Mart has been looking at ways to appeal to middle and high-income consumers and compete more directly with Target. Wal-Mart has upgraded areas of its stores and added higher-quality products.
Target is on the web at www.target.com .
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