Type
Quiz
Book Title
Basic Marketing Research: Using Microsoft Excel Data Analysis 3rd Edition
ISBN 13
978-0135078228

978-0135078228 Chapter 7 Solution Manual Part 2

June 7, 2019
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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Number of climbing
routes
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
Day trips to outdoor rock
climbing areas
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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