Read the case carefully. For research objectives 1, 2, 3, name the relevant construct and indicate how it should be measured. That is, design the question(s) and appropriate response scales for each objective. For example, one of the constructs for objective 1 is demographics. Which demographics are to be measured? Each demographic should have a corresponding scale.

CASE 8.1 Extreme Exposure Rock Climbing Center Faces The Krag For the past five years, Extreme Exposure Rock Climbing Sacramento in the next six months. He notes the follow- Center has enjoyed a monopoly. Located in Sacramento, ing items about The Krag that are different from Extreme California, Extreme Exposure is the dream of Kyle Ander- Exposure: (1) The Krag will have climbs up to a maximum son, a former extreme sports participant who had to retire" of 60 vertical feet, (2) it will have a climber certification pro- due to repeated injuries resulting from this activity. Kyle gram, (3) there will be day trips to outdoor rock-climbing has worked hard to make Extreme Exposure the best rock- areas, (4) there will be group overnight and extended- climbing facility in the northwestern United States. stay rock-climbing trips to the Canadian Rockies, and Kyle's rock-climbing center has over 6,500 square feet (5) The Krag's annual membership fee will be about 20% of simulated rock walls to climb with about 100 different lower than Extreme Exposure's fee. routes up to a maximum of 50 vertical feet. Extreme Ex- Kyle chats with Dianne, one of his Extreme Exposure posure's design permits the four major climbing types: top- members who is in marketing, during a break in one of her roping, where the climber climbs up with a rope anchored climbing visits. Dianne summarizes what she believes Kyle at the top; lead-climbing, where the climber tows the rope needs to find out about his current members: that he or she fixes to clips in the wall while ascending; bouldering, where the climber has no rope but stays near the 1. What is the demographic and rock-climbing profile of ground, and rappelling, where the person descends quickly Extreme Exposure's members? by sliding down a rope. Climbers can buy daily or monthly 2. How satisfied are members with Extreme Exposure's passes or annual memberships. Rental cost for shoes and climbing facilities? harnesses is inexpensive, and helmets are available free of 3. How interested are its members in (a) day trips to charge as all climbers must wear protective helmets. In ad- outdoor rock-climbing areas, (b) group overnight and/ dition to individual and group climbing classes, Extreme or extended-stay rock-climbing trips to the Canadian Exposure has several group programs, including birthday Rockies, (c) single (one person), couple, and/or parties, a kids' summer camp, and corporate team-building family rock-climbing adventures with a personal classes. rock-climbing guide, and (d) a rock climber certification Kyle notices a newspaper article about another rock- program that would require at least five outside climb- climbing center called The Krag, which will be built in ing sessions