The Utah Summer Games marketing research project.

Roberts, Wayne A., Jr. ; Steed, Emmett

CASE DESCRIPTION

The primary subject matter of this case concerns the development, implementation, and analysis of a real market research project. Secondary issues examined include the link between research objectives and questionnaire development, sampling and non-sampling error, and practical problems and issues that affect marketing research projects. The case has a difficulty level of four. The case is designed to be taught in one to two class hours, and is expected to require 2 to 3 hours of outside preparation by students.

CASE SYNOPSIS

In 2004 the new director of the Utah Summer Games, an athletic event modeled after the Olympics that draws almost 7500 athletes, is concerned about the lack of any data other than anecdotes and annual registrations. No one was sure how satisfied athletes and their families are with the athletic events, the opening and closing ceremonies, and the products, services and environment of Cedar City. They also do not know how people learn about the events. The case depicts the planning, implementation, and some results of a marketing research project developed to measure satisfaction levels regarding the community and the opening ceremonies, and to assess what other activities participants do in conjunction with the games. Manageable in scope, the case illustrates marketing research steps, has some shortcomings for students to identify, and has enough results to permit them to reach some tentative conclusions. The case is simple enough to be used in a marketing principles course. Its value is probably greatest in a marketing research course, where it can also be used as an illustrative project in the beginning, and referred to throughout the course as sampling and non-sampling error, questionnaire development, and data analysis topics arise. It could also be used as a model for semester-long student projects.

INTRODUCTION

Every year thousands of people participate in athletic events sponsored by members of the National Congress of State Games. Forty states conduct summer games, and 14 conduct winter games. Started in 1978 in New York, more than 90 sporting events, ranging from basketball to arm wrestling to bass fishing, are offered across the country during the summer games, which are modeled after the Olympics.

In Utah, the Utah Summer Games (USG) were started in 1986 by Gerald Sherratt, then president of Southern Utah University (SUU) in Cedar City. Sherratt's belief was that if young athletes and their parents visited the campus and the surrounding area they would be more inclined to consider attending the university. The USG office is maintained on SUU's campus, and the university supports the games financially. The office has a small staff, which is supplemented by roughly 1000 volunteers.

In January of 2004 Kyle Case, a recent MBA graduate, was hired as the director of the Utah Summer Games. He has a strong interest in athletics, and has also participated as an athlete in the USG. Case has a strong interest in seeing the summer games expand and develop.

The total budget for the Utah Summer Games is roughly $375,000. Approximately $165,000 comes from athlete registration fees, and sponsorships account for another $135,000. The rest comes from city, county and state contributions. In addition to donating office space and most utilities, Southern Utah University allows the summer games to use their facilities for free. The total value of SUU's contribution is roughly equivalent to $25,000.

THE 2004 GAMES

For the 2004 USG there were 44 different competitive events. Soccer, as usual, was expected to be the most popular by far, with roughly 2600 participants. Basketball, the second most popular event, was expected to have around 400 to 500 participants. In total almost 7500 athletes were expected to participate. An abbreviated event schedule is provided in Table 1. Most events were to be held in the Cedar City area, but a few were to be held elsewhere. For example, sculling was to be held near Salt Lake City, and bass fishing was scheduled at a reservoir 30 miles south of Cedar City.

The cost for participation varied by event, but for most ran about $25 per person. People could register by mail or electronically via the Internet. Internet registrations, initiated in 2000, had increased from roughly 20% to an expected 45% to 60% in 2004.

The USG has an elaborate opening ceremony each year, complete with the community's best fireworks display, a parade of athletes, a band, and other events. The opening ceremonies are held in the Eccles Coliseum, Southern Utah University's football stadium. Athletes are admitted free, and the price of admittance for others varies depending on seating location. Ticket prices for 2004 varied from $7 to $12. Opening ceremonies account for approximately $45,000 of the USG's total budget. Historically, revenues from ticket sales have fallen short of the cost of the event.

After finals for each event awards ceremonies are held in the Eccles Coliseum, where ribbons and trophies are presented to the top three teams or participants. The award ceremonies occur as each event wraps up.

THE DESIRE FOR INFORMATION

A major concern of Kyle Case's was the lack of hard information:

"We know how many athletes participate each year, in which sports, where they live, and we have lots of anecdotal information that suggests we are doing okay. But we don't know how satisfied the athletes are and, if they are kids, how satisfied their parents are with the games and their Cedar City experience. We advertise and get lots of publicity, but we don't know how they hear about us. Are there other potential athletes out there we aren't reaching? We don't know."

"And there is more we don't know. We don't know how much of an economic impact the games have on the community. We don't know the impact on our sponsors, and we don't know how satisfied sponsors are with us. We want the city and local businesses to continue to support us, and we want to do a good job for our sponsors. However, it sometimes is hard to talk to these and other folks without having any good, specific data."

In addition to discussions with the staff of the USG, one of the researchers also consulted with the mayor of Cedar City, who happens to be the former president of SUU and founder of the Utah Summer Games, Gerald Sherratt. He agreed with the notion of discovering participants' perception of Cedar City resident friendliness.

In discussing the possibility of collecting information to help the USG decision-makers during May 2004, the staff at the USG made it clear that their resources were stretched to the limit for the current season. The many volunteers were all assigned to various needed duties.

In late May Kyle Case and Steve Ahlgreen, the Utah Summer Games Marketing Director, met with two researchers to discuss the possibility of conducting a marketing research project.

RESEARCH PURPOSE AND OBJECTIVES

Given the time and resource restraints it was decided that the objectives of the research would be as follows:

1. Determine how satisfied attendees are with various aspects of the opening ceremonies.

2. Determine if attendees would prefer that the opening ceremonies be changed, with the price of admittance being changed accordingly. Should prices and the quality of the opening ceremonies be raised? Should they be kept about the same, or should the admittance price and the quality of the show be lowered?

3. Determine satisfaction levels of USG participants with their Cedar City experience.

4. Determine what other activities visitors participated in while at the USG.

The first two objectives were of particular interest to the director and the marketing director. The third objective was believed to be of interest to everyone concerned with the summer games, in particular the mayor and local service and merchandise providers. The last objective was intended to provide at least a rough indication of who was impacted by the large influx of visitors. The purpose of all these objectives was to aid in planning future summer games, and in garnering local support for the games.

DESIGNING THE RESEARCH

It was clear that there was little time for any real exploratory research. While it would have been appropriate to talk to individuals and groups, particularly participants, about their experiences associated with the Utah Summer Games, two major hurdles prevented this. First, there was a lack of researcher time to conduct many interviews. Second, given the desire to assess the opening ceremonies, such exploratory research would either have to rely on recall among the previous year's attendees, or would mean that collecting information about 2004's opening ceremonies would have to rely on post-event telephone interviews, email, or mail surveys.

With regard to the objectives regarding opening ceremonies, the interest was in measuring opinions and satisfaction levels of all who attended. Many people from around the area, it is believed, attend open ceremonies--not just USG participants and their families. At the opening ceremonies Delta Airlines was going to give away two first-class round trip tickets, and in order to enter people needed to fill out a form, complete with their telephone numbers and addresses, and drop it into a box. This data, it was believed, could be used to generate a mailing list, or a telephone list, for a subsequent survey.

There were some other things to consider. First, if a questionnaire was to be generated that was meant to provide information regarding all the research objectives, it would have to be designed to be easily filled out by both USG participants and non-participants. Second, it was against university policy to allow surveys of people under 18 years of age unless parental permission was granted. Third, during the event everyone's attention would be glued to the show. After the show, around 11:00 p.m., it seemed questionable whether anyone would be willing to participate in a survey. Lighting would also be a problem. Finally, there was a concern that asking people too long after the event was over might result in some non-sampling error. Non-response would likely be a problem, and depending on how long after the event the data was collected, there might be recall errors.

While not free from all concerns, it was decided to employ a drop-off and pick-up approach among parents of soccer players as well as other event fans in the days following the opening ceremonies. Since over 2600 soccer players would have been in Cedar City two full days prior to the ceremonies, many with their parents, it was believed that during the day following opening ceremonies they would be able to provide responses appropriate to all the objectives. Further, since players were supposed to arrive early to their competitive events in order to get organized and warm up, it was felt that parents and friends on the sidelines would not be reluctant to fill out questionnaires while waiting for the game to begin. The plan was to randomly choose fields and games, and to make two trips around each playing field. On the first trip questionnaires and pencils would be handed out, and on the second trip the completed questionnaires and the pencils would be picked up.

Regarding the target number of respondents, it was decided, based on experience more than anything else, that 250-300 respondents would suffice.

With the data collection approach chosen, the questionnaire was developed. After several iterations the questionnaire, presented in exhibit 1, was finalized. The questionnaire was developed by the two researchers, without input from people from the Utah Summer Games or from anyone else. However, the final questionnaire was approved by Kyle Case and Steve Ahlgreen.

COLLECTING THE DATA

Opening ceremonies were held the evening of June 10. On the morning of June 11 one of the researchers showed up at a field where 3 soccer games started out simultaneously, donned a Utah Summer Games volunteer shirt, and tested out the procedure. It worked out well, except that 3 fields tended to take too much time if data collection was to occur between the time when the players showed up and the game began. Nevertheless, all respondents were very accommodating.

The researcher had arranged for 3 soccer players to help in data collection for several hours after their first game. Unfortunately, the soccer players decided at the last moment against the job based on the advice of their coach. Hence, the plan to randomly choose games for data collection went out the window. Instead, the lone researcher scrambled from location to location in an effort to garner as many completed questionnaires as possible. In choosing among the many soccer fields used in the area, he chose those fields where he could get a mix of players of various ages. While not quite a quota sampling technique, it was the best that could be accomplished under the circumstances. A total of 176 completed questionnaires were obtained. Remarkably, only two folks refused to fill out the questionnaire. A few others failed to fill out the questionnaire due to getting involved watching the game.

The other researcher, between June 16 and June 19, distributed and collected questionnaires at basketball, swimming, track and equestrian events. He attended events in the SUU swimming pool complex, the Centrum basketball arena, the equestrian arena in Parowan, and the Eccles Coliseum for track events. Parents and coaches were handed surveys in a pass around the sports complex. The surveys were then retrieved in a second pass. Very few people refused to fill out a survey. An additional 89 questionnaires were completed, bringing the total to 265.

Exhibit 1. The Questionnaire

Southern Utah University June 2004

Thank you for helping us make the Utah Summer Games a better event. All information is confidential. Please have only ONE ADULT per family fill out this survey ONCE during the Summer Games. After finishing, please either return the questionnaire to a Utah Summer Games volunteer or deposit the questionnaire in the designated drop box.

1. Did you go to the Utah Summer Games opening ceremonies?

-- a. YES

-- b. NO (Go to question 3)

2. How much did you, personally, like each of the following events of the opening ceremonies? Please circle an appropriate number for each event.

 DISLIKED
 VERY
 MUCH DISLIKED NEUTRAL

BMX stunt team 1 2 3
Black Hawk Band 1 2 3
Utah Jazz Bear 1 2 3
Fireworks 1 2 3
Parade of athletes 1 2 3

 LIKED
 VERY DID NOT
 LIKED MUCH ATTEND

BMX stunt team 4 5 6
Black Hawk Band 4 5 6
Utah Jazz Bear 4 5 6
Fireworks 4 5 6
Parade of athletes 4 5 6

3. Did a child of yours, or a minor under your care, attend the opening ceremonies?

-- a. YES

-- b. NO (Go to question 6)

4. Please rate how you feel the minor in your care enjoyed each of the following events.

 DISLIKED
 VERY
 MUCH DISLIKED NEUTRAL

BMX stunt team 1 2 3
Black Hawk Band 1 2 3
Utah Jazz Bear 1 2 3
Fireworks 1 2 3
Parade of athletes 1 2 3

 LIKED
 VERY DID NOT
 LIKED MUCH ATTEND
BMX stunt team 4 5 6
Black Hawk Band 4 5 6
Utah Jazz Bear 4 5 6
Fireworks 4 5 6
Parade of athletes 4 5 6

5. Which of the following statements most appropriately represent your opinion about the opening ceremonies?

-- a. RAISE THE ENTRANCE PRICE BY $5 OR MORE, AND RAISE THE SHOW QUALITY.

-- b. RAISE THE ENTRANCE PRICE BY $1 TO $4, AND RAISE THE SHOW QUALITY.

-- c. MAINTAIN TODAY'S ENTRANCE PRICE; MAINTAIN THE SAME SHOW QUALITY.

-- d. DECREASE THE ENTRANCE PRICE BY $1-$4, AND REDUCE THE SHOW QUALITY.

-- e. DECREASE THE ENTRANCE PRICE BY $5 OR MORE, AND REDUCE THE SHOW QUALITY.

-- f. NOT SURE/NO OPINION.

6. While at the Utah Summer Games, please indicate what other activities you have participated in or will participate in (circle all that apply).

a. VISITS TO NATIONAL PARKS

b. VISITS TO STATE AND LOCAL HISTORICAL SITES

c. TOURS OF SOUTHERN UTAH UNIVERSITY CAMPUS

d. SHOPPING FOR CLOTHING, GIFTS & SOUVENIRS, OR JEWELRY & ACCESSORIES

e. VISITS TO FAMILY OR FRIENDS IN LOCAL AREA

f. OTHER: PLEASE EXPLAIN --

g. NONE OF THE ABOVE

7. Please indicate how satisfied you are with the following aspects of Cedar City and the Utah Summer Games.

 NEITHER
 SATISFIED
 VERY DIS- DIS- NOR DIS-
 SATISFIED SATISFIED SATISFIED

Lodging 1 2 3
 options
Lodging prices 1 2 3
Eating options 1 2 3
Eating prices 1 2 3
Activities 1 2 3
 between events
Friendliness of 1 2 3
 Cedar City
 residents
Overall, the 1 2 3
 Utah Summer
 Games

 DON'T
 KNOW/
 VERY DOESN'T
 SATISFIED SATISFIED APPLY

Lodging 4 5 6
 options
Lodging prices 4 5 6
Eating options 4 5 6
Eating prices 4 5 6
Activities 4 5 6
 between events
Friendliness of 4 5 6
 Cedar City
 residents
Overall, the 4 5 6
 Utah Summer
 Games

8. Please circle all of the letters that apply.

Sex: a. Male b. Female

Role: a. Coach; b. Parent of athlete; c. Athlete; d. Team or organization representative

Funding: a. We conducted fund raisers to pay for the trip;

b. The school or organization paid for the entire cost of the trip;

c. The school or organization paid for a portion of the trip

Lodging:

a. I am staying in a hotel/motel;

b. I am staying in a Bed & Breakfast:

c. I am staying in a campground;

d. I am staying with a family or friend;

e. I am staying at home

Income:

a. Our household income is less than $35,000

b. Our household income is between $35,001 and $70,000

c. Our household income is over $70,000

Age: a. I am under 18 years old;

b. I am between 18 and 25 years old;

c. I am between 26 and 35 years old;

d. I am between 36 and 55 years old;

e. I am over 55 years old

9. My zip code: --

10. My suggestions for improving the Utah Summer Games experience:

DATA PREPARATION AND ANALYSIS

Each questionnaire was numbered, and the results input into SPSS.

With regard to the opening ceremonies, 49.8% of the respondents attended the event, and 55.6% had a minor in their care attend. Predictably, attendance varied by sport, with 68% of soccer field respondents attending, and 75.6% of the soccer field respondents indicating a minor in their care attended. This was to be expected given the timing of the soccer and opening ceremony events.

Tables 2 through 6 show the results from question 2, regarding the satisfaction levels of adults with the opening ceremony. Tables 7 through 11 show the results from question 4 regarding satisfaction levels among youths and children.

With regard to assessing whether respondents wanted to see the price and quality raised, maintained, or lowered, the results from question 5, ignoring those who were not sure or had no opinion, are shown in table 12.

Tables 13 through 19 depict results to question 7, regarding participant satisfaction levels with various aspects of their Cedar City and Utah Summer Games experience.

An interesting question is whether satisfaction levels with the Utah Summer Games, and with activities between events, is a function of where people stay. If people stay at home or with relatives, they may not need as many activities between events to keep them occupied. Also, people who have to travel longer distances and therefore incur more expenses may be less satisfied with the USG overall. To examine these possibilities, cross tabulations and chi-square tests were performed to test the hypotheses that satisfaction overall, and satisfaction with regard to activities between events, are independent of where people stay. In order to get cell numbers up towards satisfactory numbers collapsing of the data was necessary. The results are shown in tables 20 and 21.

Finally, with regard to determining what other activities people participate in while at the Utah Summer Games, table 22 provides the results from question 6.

INTERPRETING THE RESULTS

At this point the two researchers were ready to interpret the marketing research results. To help they constructed table 23. What should they report and recommend to the director and marketing director of the Utah Summer Games?

SUGGESTED QUESTIONS

1. What other specific research objectives could have been pursued? Why do you think they weren't chosen?

2. The researchers did not do any real exploratory, or qualitative, research prior to designing their research or their questionnaire. What might they have missed by NOT conducting in-depth interviews and focus groups? What are the dangers of skipping this step?

3. The chosen method for collecting data was to drop off and pick up the questionnaires at competitive events following opening ceremonies. What other methods could have been used, and what are the pros and cons of each? Was the sampling method appropriate for achieving the objectives of the study?

4. Critique the questionnaire. The researchers did not do a pretest. What are the risks of skipping this crucial step, and how might it have helped in this particular case?

5. What additional analyses of the data would you recommend?

6. Evaluate the cross-tabulations and the associated chi-square tests. What do the significance level numbers mean?

7. Construct the 95% confidence interval for the overall satisfaction level with the Utah Summer Games. Interpret this number. Is there any non-sampling source of error with which you would be concerned?

8. What conclusions can be reached, and what recommendations would you make?

Wayne A. Roberts, Jr., Southern Utah University

Emmett Steed, Southern Utah University

Table 1
Schedule of Events for the Utah Summer Games, 2004

 Day of the Week & Date in June

Sport TH F Sa SU M T W TH F
 3 4 5 6 7 8 9 10 11

Archery
Baseball
Basketball
Bass fishing
Cycling
Equestrian
Fencing X
Golf
Gymnastics X
Racquetball X X X
Shooting
Soccer X X X
Softball
Volleyball

 Day of the Week & Date in June

Sport SA SU M T W T F SA SU
 12 13 14 15 16 H 18 19 20
 17
Archery X X X
Baseball X X X X
Basketball X X X X X X
Bass fishing X
Cycling X X X
Equestrian X X X X
Fencing X
Golf X X
Gymnastics X
Racquetball
Shooting X X X
Soccer X
Softball X X X X X
Volleyball X X

Table 2. BMX StuTeam-Adult Perception

 Frequency Valid Percent

Disliked very
 much 1 0.8
Disliked 7 5.4
Neutral 30 23.3
Liked 43 33.3
Liked Very 48 37.2
Much
Total 129 100.0

Table 3. Black Hawk Band-Adult Perception

 Frequency Valid Percent

Disliked very
 much 2 1.5
Disliked 11 8.5
Neutral 22 16.9
Liked 44 33.8
Liked Very 51 39.2
Much
Total 130 100.0

Table 4. Utah Jazz Bear-Adult Perception

 Frequency Valid Percent
Disliked very
 much 2 1.5
Disliked 2 1.5
Neutral 23 17.7
Liked 38 29.2
Liked Very 65 50.0
Much
Total 130 100.0

Table 5. Fireworks--Adult Perception

 Frequency Valid Percent
Disliked very
 much 1 0.8
Disliked 2 1.6
Neutral 6 4.8
Liked 25 19.8
Liked Very 92 73.0
Much
Total 126 100.0

Table 6. Parade of Athletes-Adult Perception

 Frequency Valid Percent

Disliked very 3 2.3
 much
Disliked 1 0.8
Neutral 6 4.7
Liked 34 26.6
Liked Very 84 65.6
Much
Total 128 100

Table 7. BMX StuTeam--Child Perception

 Frequency Valid Percent

Disliked very 0 0.0
 much
Disliked 2 1.4
Neutral 23 16.3
Liked 48 34.0
Liked Very 68 48.2
Much
Total 141 100.0

Table 8. Black HBand--Child Perception

 Frequency Valid Percent
Disliked very
much 5 3.5
Disliked 20 14.1
Neutral 38 26.8
Liked 36 25.4
Liked Very 43 30.3
Much
Total 142 100.0

Table 9. Utah Jazz Bear-Child Perception

 Frequency Valid Percent

Disliked very
 much 0 0
Disliked 2 1.4
Neutral 27 18.4
Liked 38 25.9
Liked Very 80 54.4
Much
Total 147 100.0

Table 10. Fireworks-Child Perception

 Frequency Valid Percent

Disliked very 0 0
 much
Disliked 0 0
Neutral 6 4.1
Liked 24 16.6
Liked Very 115 79.3
Much
Total 145 100.0

Table 11. Parade of Athletes
-Child Perception

 Frequency Valid Percent

Disliked very 2 1.4
 much
Disliked 3 2.1
Neutral 13 9.0
Liked 34 23.6
Liked Very 92 63.9
Much
Total 144 100.0

Table 12. Pricing and Equality recommendation

 Frequency Valid Percent

Raise price $5 or more, 6.8
raise quality 10

Raise price $1-$4, raise
quality 36 24.3

Maintain price & quality 89 60.1
Decrease price $1-4,
reduce quality 9 6.1

Decrease price $5 or
more, reduce quality 4 2.7

Total 148 100.0

Table 13. Satisfaction with lodging options

 Frequency Valid Percent

Very 17 9.8
Dissatisfied
Dissatisfied 17 9.8
Neither
Satisfied nor 27 15.5
dissatisfied
Satisfied 80 46.0
Very Satisfied 33 19.0
Total 174 100.0

Table 14. Satisfaction with lodging prices

 Frequency Valid Percent

Very Dissatisfied 9 5.2

Dissatisfied 26 15.0
Neither Satisfied
 nor dissatisfied 45 26.0
Satisfied 71 41.0
Very Satisfied 22 12.7
Total 173 100.0

Table 15. Satisfaction with eating options

 Frequency Valid Percent

Very 5 2.3
Dissatisfied
Dissatisfied 6 2.7
Neither Satisfied 29 13.2
 nor dissatisfied

Satisfied 111 50.5
Very Satisfied 69 31.4
Total 220 100.0

Table 16. Satisfaction with eating prices

 Frequency Valid Percent

Very Dissatisfied 3 1.4

Dissatisfied 5 2.3
Neither Satisfied 34 15.7
 nor dissatisfied

Satisfied 121 56.0
Very Satisfied 53 24.5
Total 216 100.0

Table 17. Satisfaction with activities
etween events

 Frequency Percent

Very 4 2.3
Dissatisfied
Dissatisfied 15 8.8
Neither Satisfied 77 45.0
 nor dissatisfied
Satisfied 62 36.3
Very Satisfied 13 7.6
Total 171 100.0

Table 18. Satisfaction with friendliness
of Cedar City residents

 Frequency Percent

Very Dissatisfied 6 2.8
Dissatisfied 2 0.9
Neither Satisfied 27 12.6
 nor dissatisfied
Satisfied 83 38.6
Very Satisfied 97 45.1
Total 215 100.0

Table 19. Overall satisfaction with the
Utah Summer Games

 Frequency Percent
Very
 6 2.6
Dissatisfied
Dissatisfied 2 0.9
Neither Satisfied
 nor dissatisfied 10 4.3
Satisfied 109 47.4
Very Satisfied 103 44.8
Total 230 100.0

Table 20. Satisfaction with activities between events by lodging
arrangement

 Satisfaction with activities
 between events

 Neither Satisfied
Rooming Arrangements Dissatisfied nor dissatisfied

Rent Room or Frequency 11 55
Camping Row percent 9.9% 49.5%
Stay at Home or Frequency 7 19
with Others Row percent 13.2% 35.8%
 Frequency 18 74
Total Row percent 11.0% 45.1%

 Satisfaction with activities
 between events

Rooming Arrangements Satisfied Total

Rent Room or Frequency 45 111
Camping Row percent 40.5% 100%
Stay at Home or Frequency 27 53
with Others Row percent 50.9% 100%
 Frequency 72 164
Total Row percent 43.9% 100%

Pearson Chi-Square = 2.732, with 2 degrees of freedom.
Significance level = .255

Table 21. Overall satisfaction with the Utah Summer Games by
lodging arrangement

 Overall satisfaction with
 Utah Summer Games

 Neither Satisfied
Rooming Arrangements Dissatisfied nor dissatisfied

Rent Room or Frequency 2 6
Camping Row percent 1.5% 4.5%
Stay at Home or Frequency 6 3
with Others Row percent 7.1% 3.6%
Total Frequency 8 9
 Row percent 3.7% 4.2%

 Overall satisfaction with
 Utah Summer Games

Rooming Arrangements Satisfied Total

Rent Room or Frequency 124 132
Camping Row percent 93.9% 100%
Stay at Home or Frequency 75 84
with Others Row percent 89.3% 100%
Total Frequency 199 216
 Row percent 92.1% 100%

Pearson Chi-Square=4.627, with 2 degrees of freedom.
Significance level=.099

Table 22. Participation frequency in other activities

 Number indicating
Activity participation

Visit national parks 36
Visit state and local historical sites 26
Tour SUU campus 25
Shop 129
Visit family or friends 67
Other 46
None of the above 61

Table 23. Sample means, standard deviations, and standard errors.

 Sample
Question size (n) Mean

2. Opening Ceremonies - Adult

BMX stunt team 129 4.01
Black Hawk Band 130 4.01
Utah Jazz Bear 130 4.25
Fireworks 126 4.63
Parade of Athletes 128 4.52

4. Opening Ceremonies - Young Athletes

BMX Stunt Team 141 4.29
Black Hawk Band 142 3.65
Utah Jazz Bear 147 4.33
Fireworks 145 4.75
Parade of Athletes 144 4.47

7. Satisfaction with Cedar City and the Utah Summer Games

Lodging options 174 3.55
Lodging prices 173 3.41
Eating options 220 4.06
Eating prices 216 4
Activities between events 171 3.38
Friendliness of Cedar City residents 215 4.22
Overall the Utah Summer Games 230 4.31

 Standard Standard Error of
Question Deviation the Mean

2. Opening Ceremonies - Adult

BMX stunt team .948 .083
Black Hawk Band 1.023 .090
Utah Jazz Bear .907 .080
Fireworks .724 .064
Parade of Athletes .823 .073

4. Opening Ceremonies - Young Athletes

BMX Stunt Team .789 .066
Black Hawk Band 1.156 .097
Utah Jazz Bear .822 .068
Fireworks .521 .043
Parade of Athletes .852 .071

7. Satisfaction with Cedar City and the Utah Summer Games

Lodging options 1.190 .090
Lodging prices 1.056 .080
Eating options .871 .059
Eating prices .789 .054
Activities between events .841 .064
Friendliness of Cedar City residents .905 .062
Overall the Utah Summer Games .818 .054