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Case from journal
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Reference no. JIACS12-01-02
Subject category: Marketing
Published by: Allied Business Academies
Published in: "Journal of the International Academy for Case Studies", 2006

Abstract

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 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.
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Abstract

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 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.

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