Can you answer each objective?

CASE 8.1 Extreme Exposure Rock Climbing Center Faces The Krag For the past five years, Extreme Exposure Rock Climbing Extreme Exposure's offerings include birthday parties, a kids' Center has enjoyed a monopoly. Located in Sacramento, summer camp, and corporate team-building classes. California, Extreme Exposure is the dream of Kyle Ander- Kyle reads in a local newspaper that another rock- son, a former extreme sports participant who had to "retire" climbing center, called The Krag, will be built in Sac- due to repeated injuries. Kyle has worked hard to make ramento within the next six months. Kyle notes the Extreme Exposure the best rock climbing facility in the following unique features that will differentiate The Krag Northwest United States. from Extreme Exposure: (1) The Krag will have climbs Key features of Extreme Exposure include 6,500 square up to a maximum of 60 vertical feet; (2) it will have a feet of simulated rock walls, with about 100 different routes climber certification program; (3) it will offer day trips to covering up to a maximum of 50 vertical feet. Also, Extreme outdoor rock climbing areas; (4) there will be group over- Exposure's design allows members to engage in the four night trips to climb in the Canadian Rockies; and (5) The major climbing styles: top roping, where the climber is Krag's annual membership fee will be about 20% lower secured by a rope anchored at the top; lead climbing, where than Extreme Exposure's. the climber wears a rope that he or she fixes to clips in the Kyle chats with Dianne, an Extreme Exposure mem- wall while ascending; bouldering, where the climber has no ber who works in marketing, during a break in one of her rope but stays near ground; and rappelling, where a person climbing visits. Dianne summarizes what she believes Kyle descends a rock wall by sliding down a rope. needs to find out about his current members in order to stay Climbers can purchase either monthly or yearly member- competitive, and her list follows. ships, and shoes and harnesses can be rented inexpensively. Helmets are required for all climbers, and are available free of Objective 1: What are the demographic (age, income, gen- charge. In addition to individual and group climbing classes, der, education, marital status, type of dwelling) and rock climbing profiles (meaning what types of climbing do they typically engage in, and how often) of Extreme Exposure's members? Objective 5: Will members consider leaving Extreme Expo- sure to join a new rock climbing center with (1) a maximum climb 10 feet higher than Extreme Exposure's, or (2) an annual membership fee 20% lower than Extreme Expo- sure's, or (3) both? Objective 2: How do members rate Extreme Exposure's various climbing facilities? For the one type of climbing that the member participates in the most, how does he/she rate Extreme Exposure's facilities for this type of climbing as to: (1) availability when he/she wants it; (2) difficulty of the climbing; (3) variety of climbing routes; (4) friendliness and helpfulness of Extreme Exposure employees; (5) age and condition of the equipment; and (6) overall satisfaction? Objective 3: Are members interested in outdoor climbing experiences and if so, how interested are they in (a) full-day or half-day trips to outdoor rock climbing areas; (b) group overnight trips to the Canadian Rockies; (c) single (you alone), couple (you and a friend), and/or family (you with spouse or friend and kids) rock climbing adventures with a personal guide; and (d) a climber certification program that would require at least 5 outdoor climbing sessions? Objective 6: What is the "rock climbing lifestyle" profile of respondents? To what extent do they: (1) Go rock climbing regularly? (2) Like challenging rock climbing experiences? (3) Prefer to climb with friends? (4) Always use the same rock climbing facility? and (5) Spend excessive amounts of money on rock climbing gear? Dianne points out that Extreme Exposure's member- ship records include members' email addresses, so an online questionnaire is available as a data collection method. She suggests that Kyle offer an attractive prize, such as a gift certificate for $250 worth of climbing gear or trips, to be drawn at random from among members who participate in the survey by a certain date. For each research objective, name the relevant construct and indicate how it should be measured. That is, design the question(s) and appropriate response scales for each objec- tive. Then, design a complete online questionnaire for this research project. Objective 4: What are members' opinions regarding the Extreme Exposure membership fee that they pay? CASE 8.1 Extreme Exposure Rock Climbing Center Faces The Krag For the past five years, Extreme Exposure Rock Climbing Extreme Exposure's offerings include birthday parties, a kids' Center has enjoyed a monopoly. Located in Sacramento, summer camp, and corporate team-building classes. California, Extreme Exposure is the dream of Kyle Ander- Kyle reads in a local newspaper that another rock- son, a former extreme sports participant who had to "retire" climbing center, called The Krag, will be built in Sac- due to repeated injuries. Kyle has worked hard to make ramento within the next six months. Kyle notes the Extreme Exposure the best rock climbing facility in the following unique features that will differentiate The Krag Northwest United States. from Extreme Exposure: (1) The Krag will have climbs Key features of Extreme Exposure include 6,500 square up to a maximum of 60 vertical feet; (2) it will have a feet of simulated rock walls, with about 100 different routes climber certification program; (3) it will offer day trips to covering up to a maximum of 50 vertical feet. Also, Extreme outdoor rock climbing areas; (4) there will be group over- Exposure's design allows members to engage in the four night trips to climb in the Canadian Rockies; and (5) The major climbing styles: top roping, where the climber is Krag's annual membership fee will be about 20% lower secured by a rope anchored at the top; lead climbing, where than Extreme Exposure's. the climber wears a rope that he or she fixes to clips in the Kyle chats with Dianne, an Extreme Exposure mem- wall while ascending; bouldering, where the climber has no ber who works in marketing, during a break in one of her rope but stays near ground; and rappelling, where a person climbing visits. Dianne summarizes what she believes Kyle descends a rock wall by sliding down a rope. needs to find out about his current members in order to stay Climbers can purchase either monthly or yearly member- competitive, and her list follows. ships, and shoes and harnesses can be rented inexpensively. Helmets are required for all climbers, and are available free of Objective 1: What are the demographic (age, income, gen- charge. In addition to individual and group climbing classes, der, education, marital status, type of dwelling) and rock climbing profiles (meaning what types of climbing do they typically engage in, and how often) of Extreme Exposure's members? Objective 5: Will members consider leaving Extreme Expo- sure to join a new rock climbing center with (1) a maximum climb 10 feet higher than Extreme Exposure's, or (2) an annual membership fee 20% lower than Extreme Expo- sure's, or (3) both? Objective 2: How do members rate Extreme Exposure's various climbing facilities? For the one type of climbing that the member participates in the most, how does he/she rate Extreme Exposure's facilities for this type of climbing as to: (1) availability when he/she wants it; (2) difficulty of the climbing; (3) variety of climbing routes; (4) friendliness and helpfulness of Extreme Exposure employees; (5) age and condition of the equipment; and (6) overall satisfaction? Objective 3: Are members interested in outdoor climbing experiences and if so, how interested are they in (a) full-day or half-day trips to outdoor rock climbing areas; (b) group overnight trips to the Canadian Rockies; (c) single (you alone), couple (you and a friend), and/or family (you with spouse or friend and kids) rock climbing adventures with a personal guide; and (d) a climber certification program that would require at least 5 outdoor climbing sessions? Objective 6: What is the "rock climbing lifestyle" profile of respondents? To what extent do they: (1) Go rock climbing regularly? (2) Like challenging rock climbing experiences? (3) Prefer to climb with friends? (4) Always use the same rock climbing facility? and (5) Spend excessive amounts of money on rock climbing gear? Dianne points out that Extreme Exposure's member- ship records include members' email addresses, so an online questionnaire is available as a data collection method. She suggests that Kyle offer an attractive prize, such as a gift certificate for $250 worth of climbing gear or trips, to be drawn at random from among members who participate in the survey by a certain date. For each research objective, name the relevant construct and indicate how it should be measured. That is, design the question(s) and appropriate response scales for each objec- tive. Then, design a complete online questionnaire for this research project. Objective 4: What are members' opinions regarding the Extreme Exposure membership fee that they pay