Case study: Chestnut Ridge Country Club
Don’t put all answers together. Please specify the question number clearly in your submission.
Question 1 (25 points)
Please read the case “chestnut Ridge Country 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.
Question 2 (25 points):
Comment on the short questionnaire that follows. Please list at least four issues in the questionnaire design and provide the correct design answers to these issues. (Reference to Chapter 12).
(Note: Please don’t fill in the questionnaire assuming you’re the survey respondent. You are not. Instead, you are the marketing researcher. This questionnaire has some obvious flaws. For example, the age category is non-exhaustive).
Objective of the questionnaire: to determine respondent buyer intentions regarding the purchase of a new car.
Please indicate your income: _____________________
When will you buy your next car? ____________
Age Category: ___0-18 ___19-24 ___35-44 ___45 & over
How much will you spend on your next car? ___________
List the types of cars you will consider in your next purchase:
What is the make and model of your present car? __________________