D Exhibiti Questionnaire Used to Survey Alden, Chalet, and Lancaster Exhibit 1 Questionnaire Used to Survey Alden, Chalet, and Lancaster Country Club Members (Continued) Country Club Members (Continued) Club management is effective. Club management is ineffective. Total family income: Dining room atmosphere is pleasant. Dining room atmosphere is unpleasant. _Less than $20,000 Food prices are unreasonable. Food prices are reasonable. $20,000-$29,999 Food quality is excellent. Food quality is poor. $30,000-$49,989 Golf course is poorly maintained. Golf course is well maintained. $50,000-$99,999 Golf course is challenging. Golf course is not challenging. $100,000 or more Tennis courts are in excellent condition. Tennis courts are in poor condition. Do not knowRefuse to answer There are too many tennis courts There are too few tennis court Membership rates are too high. Membership rates are too law. Thank you for your cooperation! 7. The following is a list of phrases pertaining to Chestnut Ridge Country Club. Please place an X in the space that best describes your in . pressions of Chestnut Ridge. Do so even if you are only vaguely familiar with Chestnut Ridge. Club landscape is attractive. Club landscape is unattractive. contain no information regarding Chestnut Ridge nor country clubs, and Exhibit 3 shows their ratings of the Clabhouse facilities are poor. Clubhouse facilities are excellent information by which each of the other clubs could com- various clube on an array of dimensions. Exhibit 4 in a Locker room facilities are excelent Locker room facilities are poor pare itself to any of the other clubs in the area, in con- breakdown of attitudes toward Chestnut Ridge by the Club management is ineffective. Club management is effective. tragt to the information to be provided to the Chestnut three different membership groups: Alden, Chalet, and Dining room atmosphere is pleasant. Dining room atmosphere is unpleasant. Ridge board of directors. The report would only contain Lancaster. The data are average ratings of respondents. Food prices are unreasonable Food prices are reasonable. Food quality is excellent. a small portion of the overall study's results. After care- Exhibit 2 acores are based on a five point acale, where ood quality is poor. Golf course is poorly maintained. Golf course is well maintained. fully considering the research team's argumenta, the "1" is poor and "5" is excellent. The last two are based Tennis courts are in poor condition. Tennis courts are in excellent condition. board of directors agreed to the proposal on seven-point acalea in which "1" represents an There are too many tennis courts. There are too few tennis courts. extremely negative rating and "7" an extremely positive Swimming pool is in poor condition. Swimming pool is in excellent condition. rating- Membership rates are too high. Membership rates are too low. Membership Surveys A review of the liate subsequently provided by each club 8. The following is a list of phrases pertaining to Lancaster Country Club. Please place an X in the space that best describes your puts signs of Lancaster. Do so even if you are only vaguely familiar with Lancaster. showed that Alden had 114 members, Chalet had 98 Clab landscape is attractive. Club landscape is unattractive. members, and Lancaster had 132 members. The Questions Clubhouse faciities are poor. Clubhouse facilities are excellent researchers believed that 69 to 70 responses from each 1. What kind of research design is being used? Is it a Locker room facilities are excelent Locker room facilities are poor membership group would be adequate. Anticipating a 70 good choice? Club management is ineffective. Club management is effective. to 75% response rate because of the unusually high 2. Overall, how does Chestnut Ridge compare to the Dining room atmosphere is pleasant. Dining room atmosphere is unpleasant. involvement and familiarity of each group with the sub- other three country clubs (Alden, Chalet, and Food prices are unreasonable. Food prices are reasonable. ject matter, the research team decided to mail 85 to 90 Lancaster)? Food quality is excellent. Food quality is poor. 3. In what areas might Chestnut Ridge consider Golf course is poorly maintained. Golf course is well maintained. surveys to each group; a simple random sample of mem making improvements to attract additional Tennis courts are in poor condition. Tennis courts are in excellent condition. bars was chosen from each list. In all, 87 members from each country club were mailed a questionnaire (348 sur- members? There are too many tennis courts. There are too few tennis courts. Swimming pool is in poor condition. Swimming pool is in excellent condition. vers in total). Sixty-three usable surveys were returned Membership rates are too high. Membership rates are too low. from each group (252 in total) for a response rate of 72%. Summary results of the survey are presented in the 9. Overall, how would you rate each of the country clubs? Circle the appropriate response, where 1 - poor and 5 - excellent. Alden exhibita. Exhibit 2 gives members' overall ratings of the Chalet Chestnut Ridge Lancaster Average Overall Ratings of Each Club by Club Membership of the 10. The following questions are designed to give a better understanding of the members of country clubs. Exhibit 2 Respondent Have you ever been a member of another club in the Elma area? _yes no Approximately what is the distance of your residence from your clab in miles? Membership 0-2 miles 3-5 miles _6-10 miles_ 10+ miles 21-30 _41-50 _51-60 61 ar aver Composite Ratings Age: _31-40 Sex: male female Club Rated Alden Chalet Lancaster Across All Members Marital status widowed divorced Alden 4.57 3.64 3.34 3.85Exhibit3 Average Ratings of the Respective Country Clubs across Dimensions Country Club Dimension Alden Chalet Chestnut Ridge Lancaster Club landscape 6.28 4.65 6.48 5.97 Clubhouse facilities 5.37 4.67 6.03 5.51 Locker room facilities 4.99 d.79 5.36 4.14 Club management 5.38 5.00 5.23 Dining room atmosphere 5.91 5.66 5.48 Food prices 5.42 4.78 4.46 4.79 Food quality 4.12 5.48 4.79 Golf course maintenance 6.17 5.01 6.43 5.89 Golf course challenge 5 14 5.01 4.77 Condition of taris carts b 5.10 4.52 5 08 Number of tennis courts 4 14 4.00 3.89 Swimming pool 4.66 5.35 Membership rates 4.49 3.97 5.00 4.91 WHATAga not asked alat applicable Exhibit4 Attitudes toward Chestnut Ridge by Members of the Other Country Clubs Dimension Alden Chalet Lancaster Club landscape 6.54 6.54 6.36 Clubhouse facilities 6.08 6.03 5.98 Locker room facilities 5.66 5.35 5.07 Club management 4.97 5.15 4,78 Dining room atmosphere 5.86 5.70 5.41 Food prices 4.26 4.48 4.63 Food quality 5.52 5.75 5.18 Golf course maintenance 6.47 6.59 6.22 Condition of tennis courts 4.55 4.46 4.55 Number of tennis courts 4.00 4.02 3.98 Swimming pool 5.08 4.69 4.26 Membership rates 5.09 5.64 4.24case 6 Exhibit 1 Questionnaire Used to Survey Alden, Chalet, and Lancaster Chestnut Ridge Country Club Country Club Members The Chestnut Ridge Country Club has long maintained attitudes would be asked of those contacted, the a distinguished reputation as one of the outstanding researchers decided to use a mail questionnaire. . Of which club are you currently a member? country clubs in the Elma, Tennessee, area. The club's The researchers thought it would be useful to survey 2. How long have you been a member of this club?_ golf facilities are said by some to be the finest in the members from Alden, Chalet, and Lancaster country 3. How familiar are you with each of the following country clubs? atate, and its dining and banquet facilities are highly clubs in addition to those from Chestnut Ridge for two regarded as well. This reputation is due in part to the reasons: (1) Members of these other clube would be Alden Country Club very fam liar (I am a member or I have visited the club as a guest] commitment by the board of directors of Chestnut Ridge knowledgeable about the levels and types of services and somewhat familar (I have heard of the club from others) to offer the finest facilities of any club in the area. For facilities desired from a country club and (2) They had at unfamiliar example, several negative comments by club members one time represented potential members of Chestnut regarding the dining facilities prompted the boardto Ridge. Hence, their perceptions of Chestnut Ridge Chalet Country Club survey members to get their feelings and perceptionsof might reveal why they chose to belong to a different _ very familiar (I am a member or I have visited the club as a guest) the dining facilities and food offerings at the club. country club. _ somewhat familar (I have heard of the club from others) Based on the survey findings, the board of directors No public documents were available that contained a unfamiliar established a quality control committee to oversee the listing of each club's members. Consequently, the Chestnut Ridge Country Club dining room, and a new club manager was hired. researchers decided to contact each of the cluba person- very fam liar (I am a member or I have visited the club as a guest) Most recently, the board became concerned about the ally to try to obtain a mailing list. Identifying themselves somewhat familiar (I have heard of the club from others) number of people seeking membership to Cheatnut as being affiliated with an independent research firm _ unfamiliar Ridge. Although no records are kept on the number of conducting a study on country clubs in the Elma area, membership applications received each year, the board the researchers firat apoke to the chairman of the board at Lancaster Country Club zenzed that this figure was declining. They also believed Alden Country Club. The researchers told the chair- very familiar (I am a member or I have visited the club as a guest] somewhat familar [I have heard of the club from others) that membership applications at the three competing man that they could not reveal the organization sponsor- _ unfamiliar country clubs in the area-namely, Alden, Chalet, and ing the study but that the results of their study would Lancaster-were not experiencing similar declines. not be made public. The chairman was not willing to 4. The following is a list of factors that may be infuential in the decision to join a country club. Please rate the factors according to their im- Because Chestnut Ridge had other facilities, such as tennis provide the researchers with the mailing list. The chair- portance to you in joining your country club. Circle the appropriate response, where 1 - not at all important and 5 - extremely important. courts and a pool, that were comparable to the facilities at man cited an obligation to respect the privacy of the Golf facilities 5 these other clubs, the board was perplexed as to why mem- club's membera as his primary reason for turning down Tennis facilities berahin applications would be falling at Chestnut Ridge the research team's request. Pool facilities Dining facilities To gain insight into the matter, the board of direc, The researchers then made the following proposal to Social events tore hired an outside research firm to conduct a study of the board chairman: In return for the mailing list, the Family activities the country clubs in Elma, Tennessee. The goals of the researchers would provide the chairman a report on Number of friends who are members research were (1) to outline areas in which Chestnut Alden members perceptions of Alden Country Club. In Cordiality of members Ridge fared poorly in relation to other clubs in the area; addition, the mailing list would be destroyed as soon as Prestige 5 (2) to determine people's overall perception of Chestnut the surveys were sent. The proposal seemed to please Location Ridge; and (3) to provide recommendations for ways to the chairman, for he agreed to give the researchers a list- 5. The following is a list of phrases pertaining to Alden Country Club. Please place an X in the space that best describes your impressions increase membership applications at the club. ins of the members and their addresses in exchange for of Alden. The ends represent extremes; the center position is neutral. Do so even if you are only vaguely familiar with Alden. the report. The researchers told the chairman they had Clab landscape is attractive. Club landscape is unattractive. to check with their sponsoring organization for approval Clabhouse facilities are poor. Clubhouse facilities are excelent Research Method of this arrangement. Locker room facilities are excellent. Locker room facilities are poor The researchers met with the board of directors and key The research team made similar proposals to the Club management is ineffective. Cub management is effective. personnel at Chestnut Ridge to gain a better understand- chairmen of the boards of directors of both the Chalet Dining room atmosphere is pleasant. Dining room atmosphere is unpleasant. ing of the goals of the research and the types of services and Lancaster country cluba. In return for a mailing list of Food prices are unreasonable. Food prices are reasonable. Golf course is poorly maintained. Golf course is well maintained and facilities offered at a country club. A literature search the club's members, they promised each chairman a Golf course is challenging. Golf course is not challenging of published research relating to country clube uqcar: report outlining their members' perceptions of their Membership rates are too high Membership rates are too low exed no studies. Based solely on their contact with indi clubs, contingent on approval from the research team's vidyaly at Chestnut Ridge, therefore, the research team sponsoring organization. Both chairmen agreed to supply 6. The following is a list of phrases pertaining to Chalet Country Club. Please place an X in the space that best describes your impressions developed the survey contained in Exhibit 1. Because the requested liat of members. The researchers sub- of Chalet. Do so even if you are only vaguely familiar with Chalet. personal information regarding demographics and sequently met with the Chestnut Ridge board of Clab landscape is attractive. Club landscape is unattractive. directors. In their meeting, the researchers outlined the Clubhouse facilities are poor. Clubhouse facilities are excelent Locker room facilities are excellent. Locker room facilities are poor situation and asked for the board's approval to provide each of the clubs with a report in return for the mailing The contributions of David M. Szym saski to the development of this lists. The researchers emphasized that the report would case are gratefully acknowledged. 2915 words English (United Sta Text Predictions: Focus BEPlease read the case \"chestnut Ridge Countly Club\" and answer the following questions. 1. Overall, how does Chestnut Ridge compare to the other three country clubs (Alden, Chalet, and Lancaster)? (5 points) 2. In what areas might Chestnut Ridge consider making improvements to attract additional members? (10 points) 3. What kind of research design is being used (exploratory, descriptive or causal research design)? Is it a good choice? (You have to provide a clear rationale (10 points). Hint: The case has used a questionnaire. Think about What type of research design mainly uses survey approach