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 question 2, Case 8.1 Rockclimbing. There are 6 research objectives already written in case (numbered 1-6). You have to address 1, 2, 3 listed. For each of these objectives, identify the construct(s) (what you need to measure). Then write the question with suitable way to measure. This will help you identify the scale of measurement for that construct.

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 at climbing visits. Dianne summarizes what she believes Kyle the top; lead-climbing, where the climber tows the rope that needs to find out about his current members: he or she fixes to clips in the wall while ascending; boulder- ing, where the climber has no rope but stays near the ground; 1. What is the demographic and rock-climbing profile of and rappelling, where the person descends quickly by sliding Extreme Exposure's members? down a rope. Climbers can buy daily or monthly passes or 2. How satisfied are members with Extreme Exposure's annual memberships. Rental cost for shoes and harnesses is climbing facilities? inexpensive, and helmets are available free of charge as all 3. How interested are its members in (a) day trips to out- climbers must wear protective helmets. In addition to indi- door rock-climbing areas, (b) group overnight and/ vidual and group climbing classes, Extreme Exposure has or extended-stay rock-climbing trips to the Canadian several group programs, including birthday parties, a kids' Rockies, (c) single one person), couple, and/or family summer camp, and corporate team-building classes. rock-climbing adventures with a personal rock-climbing Kyle notices a newspaper article about another rock- guide, and (d) a rock climber certification program that climbing center called The Krag, which will be built in would require at least five outside climbing sessions? REVIEW QUESTIONS/APPLICATIONS 235 4. What are members' opinions of the annual membership 6. Will members consider leaving Extreme Exposure to fee charged by Extreme Exposure? join a new rock-climbing center with higher climbs and 5. Will members consider leaving Extreme Exposure to a lower annual membership fee? join a new rock-climbing center with climbs that are 10 feet higher than the maximum climb at Extreme For each of Dianne's questions, identify the relevant con- Exposure? struct and indicate how it should be measured