978-0135078228 Chapter 7 Solution Manual Part 2

CASE SOLUTIONS

Case 7.1 Extreme Exposure Rock Climbing Center Faces the Krag

Case Objective: This case requires students to identify constructs in research objectives

and to create measurement scales for these constructs.

Answers to Case Questions

Objective #1: What is the demographic and rock climbing profile of Extreme Exposure’s

members?

Construct(s): Demographic characteristics of consumers and rock-climbing behavior.

For the demographics, students should apply the commonly used ones such as: age,

education, marital status, income before taxes, dwelling type, etc.

Objective #2: How satisfied are the members with Extreme Exposure’s climbing

facilities?

Construct: Satisfaction.

Satisfaction is one of the constructs described in Table 7.5.

performance by circling the appropriate number.

Feature Extremely

Unsatisfied

Somewhat

Unsatisfied

Neither

Unsatisfied

or Satisfied

Somewhat

Satisfied

Extremely

Satisfied

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Objective #3: How interested are its members in (a) day trips to outdoor rock climbing

areas, (b) group overnight and/or extended-stay rock climbing trips to the Canadian

Rockies, and (c) a rock climber certification program?

Construct: Interest level

Interest can be measured on an interest continuum. The following example is a

How interested are you in each of the following rock climbing activities. Circle the

number corresponding to your interest level for each one.

Feature

No

interest

Little

interest

Some

interes

t

Moderate

interest

Much

interest

certification program

Objective #4: What are members’ opinions of the annual membership fee charged by

Extreme Exposure?

Construct: Attitude toward price; opinion of the price

A modified Likert scale would work well here.

Statement

Strongly

disagree

Disagree Neither

disagree

or agree

Agree Strongly

agree

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fee for Extreme Exposure

is reasonable.

Objective #5: Will members consider leaving Extreme Exposure to join a new rock

climbing center with climbs that are 10 feet higher than the maximum climb at Extreme

Exposure?

Construct: Intentions to purchase

Intentions to purchase is one of the constructs in Table 7.5, so students can use this

recommendation.

If another rock climbing center opens in Sacramento with climbs that are 10 feet

higher than the highest one at Extreme Exposure, how likely are you to consider

joining the new center?

Objective #6: Will members consider leaving Extreme Exposure to join a new rock

climbing center with climbs that are 10 feet higher than the maximum climb at Extreme

Exposure and whose annual membership fee is 20% lower than Extreme Exposure’s?

Construct: Intentions to purchase

The question could immediately follow the one about 10 feet higher walls.

Case 7.2 Integrated Case: Advanced Automobile Concepts

Case Objective: This case requires students to develop/recommend scales to measure

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important constructs identified in the integrated case. A reasonable

scale is identified for each of the constructs.

Answers to Case Questions

1. Current vehicle ownership (size and type of vehicle)

2. Beliefs about global warming and the effects of the use of gasoline on global

warming

3. Beliefs about gasoline price levels and trends

4. Opinions as to the impact of alternative fuel automobiles (hybrids, synthetic fuels,

electric, etc.) on global warming

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5. Intentions to buy an alternative fuel automobile

How likely are you to buy a very small (one seat) hybrid auto within 3 years

How likely are you to buy a small (two seat) hybrid auto within 3 years

6. Preferences for various sizes of alternative fuel automobiles (mini, economy

two-door, economy four-door, standard)

How desirable is a Super Cycle one seat hybrid?

How desirable is a Runabout Sport two seat hybrid?

7. Preferred television show type (e.g., drama, mini-series, sports), magazine type (e.g.,

business and finance, family living, travel), radio music genre (e.g., rock, jazz, easy

listening), and newspaper section (e.g., local news, sports, editorial)

What is your favorite television show type?

Comedy, Drama, Movies/Mini-Series, News/Documentary, Reality, Science-Fiction,

Sports

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