1525-0012-0187 US Mint Quant Consumer Research-Silver Inquiries/Kennedy Gold Rsrch&1525-0012-0188 US Mint Qual Inactive Catalog Purch Rsrch

U.S. Mint Inactive Catalog Purchasers Research

Discussion Guide

Study 23-859, January 2014

United States Mint Inactive Catalog Purchasers Research
Discussion Guide

1. INTRODUCTION

According to the Paperwork Reduction Act of 1995, no persons are required to respond to a collection of information unless it displays a valid OMB number.  The valid OMB control number for this information collection is 1525-0012-XXXX. 

• Ground Rules: Audio-taping, anonymity, etc.

• Background & Objectives: The purpose of today’s discussion is to understand your past purchase experiences with the United States.

• Personal Background: Tell me about your interest in U.S. coins

2. PAST PURCHASE BEHAVIOR

• Tell me about your most recent purchase from the United States Mint.

• When was it?

• What product(s) did you buy?

• Was it for yourself or a gift?

• If a gift, who was the recipient?

• Now I’d like to get some information on your experiences with the United States Mint prior to this most recent purchase.

• Prior to this most recent purchase, how long had it been since you last purchased from the United States Mint?

• When did you begin collecting items from the United States Mint?

• Please describe your purchasing when you used to buy from the United States Mint.

• Probe: Was prior purchase a one-time event, were you a frequent customer, a collector of a certain coin and/or set?

• What type of products have you purchased from the U.S. Mint (excluding your most recent purchase)?

• What prompted you to make those purchases?

• How satisfied were you with your purchases?

• Why did you stop purchasing items from the United States Mint?

Probe:

• Price/Financial Circumstances

  • Less money to spend, price of products too high, felt I was spending too much on coins, etc.

• Interest

  • Only interested in one product, stopped collecting a certain product, U.S. Mint discontinued desired products, U.S. Mint offers too may products, not as interested in the subject matter/current products, not aware of new products, etc.

• Availability

  • Difficulty getting access to products, product release dates

• Communications

  • Was not aware of products

• Investment

  • No longer a good investment

• Past Purchase Experiences

  • Order problems, customer service, shopping issues, difficulty ordering, damaged products

• No longer giving as gifts

3. REASON FOR MOST RECENT PURCHASE

• Earlier you said that you recently made a purchase from the United States Mint.

• What prompted you to make this purchase?

Probe:

• The catalog reminded me

• There was a new product of interest (special mint mark, special interest/finish, historical themes, etc.)

• Old products brought back

• Better quality

• Special offer/price: free shipping

• Product availability/access

• I had enough savings

• Increased interest in becoming a collector

• A life event transpired (e.g., birth of a child, wedding, etc.)

• I started giving coins as gifts

• Can you explain (or elaborate) on what about this made you want to make a purchase?

• Probe (Examples):

  • Catalog reminded me: Have you looked at catalogs in the past/what about this catalog was intriguing and made you purchase?

  • New product of interest: What about this product intrigued you? Would you continue to buy more products like this?

  • Life event: What about this event led to your purchase?

  • Gifts: Why did you decide to start giving coins as gifts? Why was this a good gift for the occasion?

• Was there anything specific that made you decide to make a purchase at this time?

  • Probe: If answer is not time specific (e.g., not a life event), why didn’t you make an earlier purchase?

  • Probe: If answer is related to a time of year (e.g., holiday gifts), what prompted you to buy this year and not in the past/what specifically about this year was different than previous years?

4. CATALOG FEEDBACK

• What did you think of the Holiday catalog?

  • Probe: What about it did you like/dislike?

• If you had not received the catalog, do you think you still would have made your purchase? Why or why not?

• Have you received United States Mint catalogs in the past?

  • Probe: If yes, what about this catalog made you want to purchase an item?

• Were you satisfied with what you bought? Why or why not?

• Do you plan on purchasing more items from the United States Mint in the future? Why or why not?

5. WRAP UP

• Wrap up. Ask for any other comments. Thank participant.

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