Marketing Research for Pulse Climbing: Data Analysis and Recommendations

This marketing research report analyzes the demographic and psychographic profile of Pulse Climbing customers using statistical tools such as frequencies, one sample T test, Chi square test, Cronbach’s alpha reliability test, Mann Whitney U test, independent samples t test, one way ANOVA, multivariate ANOVA, regression modelling, and correlational analysis Spearman test. The report provides recommendations for improving customer satisfaction and remaining competitive in the adventure and rock climbing facility market.

Marketing research

TABLE OF CONTENTS
EXECUTIVE SUMMARY.............................................................................................................3
DATA ANALYSIS.........................................................................................................................3
RQ1: Frequencies........................................................................................................................3
RQ2 One Sample T test...............................................................................................................4
RQ3 Chi square test Cramers V...................................................................................................5
RQ4 Cronbach’s alpha reliability test..........................................................................................5
RQ5 Mann Whitney U test..........................................................................................................6
RQ6 Independent Samples t test..................................................................................................6
RQ7 One Way ANOVA..............................................................................................................7
RQ8 Multivariate ANOVA..........................................................................................................7
RQ9 Regression modelling..........................................................................................................8
RQ10 Correlational Analysis Spearman test...............................................................................9
RQ 11 Multidimensional scaling.................................................................................................9
CONCLUSION..............................................................................................................................10
RECOMMENDATIONS...............................................................................................................11
APPENIDCES...............................................................................................................................12

EXECUTIVE SUMMARY
The study is based upon the Pulse Climbing that provide all levels of climbing, from
beginners starting out to high class training facility. The company faces a management decision
problem related to adapt the positioning strategy for remaining competitive adventure and rock
climbing facility. The results reveals that the customer satisfaction level is neutral and that is
why, company has to hire quality team in order to remain competitive. Whereas there is a need to
provide an alternative positioning strategy that helps the company to improve the overall
performance. The demographic profile of Pulse Climbing customers reflected that they have
average number of years and that is why, there is a need to provide proper trained staff that helps
to improve the performance of the company.
DATA ANALYSIS
RQ1: Frequencies
In order to collect the information pertaining to demographic and psychographic profile
of Pulse Climbing Customer, frequency as a statistical data is used that helps to understand
which option occur more and less often in a dataset.
As per the appendix 1.1, it has been identified that majority of the selected respondents
are moderately satisfied with the Pulse Climbing facility such that out of 402, 68 respondents are
moderate satisfied whereas 64 of them do not state anything (nil). However, 43 of them are
satisfied with the facility and 53 of them are not satisfied. Further, according to appendix 1.2, it
has been analysed that 27% of the selected respondents are stated that 15 meters is the preferred
height for climbing whereas 15% of them stated that 20 meter is the preferred height. On the
other side, 10% of them stated that 10 meter is the preferred climbing height for the respondents.
Through appendix 1.3, it has been analysed that 42.3% of the respondents prefer lead climbing
style and 29.1% of them stated that Top roping style is preferred style by them. In accordance
with the appendix 1.4, it is to be interpreted that out of 402, 259 prefer indoor rock climb and
143 of them preferred outdoor rock climb.

Further, in accordance with the appendix 1.5, it is has been identified that 37.1% of the
selected participants have 2 to 3 year experience and 25% of the selected respondents have more
than 3 year experience. Moreover, appendix 1.6 stated that 45.8% participants attend 2 to 3 times
gym a week and 32.3% of them attend 3-5 times in a week. With the frequency table of 1.6, it
has been interpreted that 42.5% of the selected participants are very fit and only 3.5% of them
stated that they are not fit at all. From the appendix 1.7, it has been identified majority of the
selected respondents are 26 years old and 35 respondents stated that they are 22 year old. In
addition to this, 51% of the selected participants are female (appendix 1.8) and 43.3% of them
are male whereas 5% of them do not prefer to state anything. Appendix 1.9 stated that most of
the selected respondents earn $1000 to $1499 per week and 28% of them earn $1500 to $1999
per week.
Through the information collected through survey, it has been analysed that management
of Pulse Climbing get accurate information because the selected respondents provide valid
answer as they are experienced and good earner that helps to provide solution regarding the
stated problem.
RQ2 One Sample T test
H0: There is no significant difference between customer’s average preferred climbing height to
maximum vertical height.
H1: There is a significant difference between customer’s average preferred climbing height to
maximum vertical height.
In order to determine whether an unknown population mean is differ from a specific value i.e. 15
meter, one sample T test is used.
As per the appendix 2, the test reflected that alternative hypothesis is accepted because
the value of p=0.00 which is lower than 0.05 and that is why, customers’ average preferred
climbing height is differ from Pulse Climbing maximum height.
Thus, for management of Pulse Climbing, it is to be interpreted from the analysis
revealed that customer prefer climbing height is 15 meter and that is why, the company should
not design any rope beyond the defined meter.

RQ3 Chi square test Cramers V
In order to determine relationship between different climbing style and year of experience
in climbing, chi-square test is used because of having categorical data that determine the
relationship between variable.
In accordance with the appendix 3 under crosstabulation, it has been identified that 33
respondents have less than 1-year top roping and 47 of them have between 1 to 2 years whereas
31 of them have only 2 to 3 years. On the other side, under lead climbing, 18 respondents out of
170 have less than 1-year experience whereas 29 of them have between 1 to 2 year, but majority
(70) of them have 2 to 3 years while 53 of them more than 3 years. Under Bouldering, 71 out of
6 of them have less than 1 year experience, 41 of them have 2 to 3 years and only 6 of them
greater than 3 years. In the case of rapelling only 37 of them have more than 3 year experience
and 7 of them have between 2 to 3 years. Through Chi-square test, it has been identified that
there is a strong association between preferred climbing style and years of climbing experience
due to value of P = 0.00 < 0.05 which in turn shows acceptance of alternative hypothesis.
The analysis is helpful for management of Pulse Climbing because having a good
experience customer who getting enough training from the company in order to increase their
experience of climbing. That is why, it will be beneficial for the company to provide safety tips
to the customers, as they have enough experience of different types of climbing.
RQ4 Cronbach’s alpha reliability test
To provide the reliability, Cronnbach’s Alpha reliability test is to be used which help to
reflect how closely related a set of items are as a group. That is why, it is considered to be a
measure of scale reliability.
Through the Appendix 4, it has been analysed that the selected data is 82% closely
associated and that is why, it provide appropriate answer.
This is beneficial for the management of Pulse Climbing because the internal consistency
of data set is closely associated and it will tell the experience of selected respondents so that the
market research problem can be solved by implementing effective steps.

RQ5 Mann Whitney U test
Mann Whitney U test is used in order to compare that there is a difference within a dependent
variable for two independent groups. That is why, in order to determine the customer views, it is
suitable because it help to determine the dependency.
As per the appendix 5, it has been identified that only facility has a days trip to outdoor
climbing areas is significantly true because the value is also lower than 0.05. However, in all the
other case, there is no significant difference proved. Thus, there is a need to make effective steps
in order to determine the criteria of customers.
This results are beneficial for the management of Pulse Climbing because this assist to
determine that in order to remain competitive there is a need to improve the results and consider
the criteria of customers. This in turn assist to make decision effectively and answer the
marketing question as well.
RQ6 Independent Samples t test
H0: There is no mean difference between the likelihood of revisiting Pulse Climbing and
customer preference.
H1: There is a mean difference between the likelihood of revisiting Pulse Climbing and customer
preference.
Independent Sample T Test is used in order to compare the means of two independent group i.e.
likelihood of revisiting Pulse Climbing and customer preference that assist to determine the
association between the groups.
From the table (Appendix 6), it has been analysed that null hypothesis is rejected because
the significant difference is 0.00 which is lower than standard criteria. This in turn reflected that
there is a means difference between both independent groups and that is why, the customer
preference to rock climb is changes by the likelihood of revisiting Pulse climbing.
The data generated is beneficial for management of quoted company because this will
help to supply the equipment because customer preference is identified. This in turn help to
determine the steps taken so that company can answer the market question.

RQ7 One Way ANOVA
The rationale for using One Way Anova is to determine the statistical difference between
the mean of two groups i.e. years of experience and satisfaction level of Pulse Climbing.
Null hypothesis: There is no statistical difference between the mean group of satisfaction level
and years of climbing experience.
Alternative hypothesis: There is a statistical difference between the mean group of satisfaction
level and years of climbing experience.
From the results generated under one way Anova (attached in appendix 7), it has been
interpreted that there is no difference between the group because (0.266 > 0.05). This in turn
shows that null hypothesis is accepted over other.
With the help of test, management of Pulse Climbing determine that if the customer have
years of climbing experience, then it does not have any relationship between satisfaction level of
Climbing experience. This in turn reflected that company need to offer the facility that helps to
lead satisfaction level.
RQ8 Multivariate ANOVA
Multivariate ANOVA is used in this because it helps to determine the dependency of
different independent variable over dependent. In this case, there are different independent
variable and that is why, this statistical tool is preferred over other.
H0: There is no difference identified between the customer preference and climbing experience
as well as preferred vertical height.
H1: There is a difference identified between the customer preference and climbing experience as
well as preferred vertical height.
As per the Box’s Test of Equality of Covariance Matrices (appendix 8), it has been
interpreted that alternative hypothesis is accepted because the value of significance difference is

0.00 < 0.05. Also, it can be stated that respondents experience and preferred vertical height is
varying from the climbing preference and that is why, there is a difference identified.
This information is beneficial for management of cited firm because it assists to
determine whether there is an interaction between the years of climbing experience and
preference for climbs so that company would design the equipment accordingly and supply the
same in order to increase the customer satisfaction level.
RQ9 Regression modelling
The regression analysis is used that helps to predict the value of dependent variable for
independent. This in turn assist to determine or estimate the effect of some explanatory variable
on dependent variable. That is why, to determine relationship between variable, regression is
used.
H0: There is no statistically relationship between the participant’s satisfaction with Pulse
Climbing and participants’ evaluation of their experience
H1: There is a statistically relationship between the participant’s satisfaction with Pulse Climbing
and participants’ evaluation of their experience
In accordance with the model summary (attached in appendix 9) it has been interpreted
that there is moderate association between the variable and only 24% change is identified when
the independent variable changes over dependent. Whereas, the Anova table clearly reflected that
there is a statistical relationship identified between the variable such that the value of p is 0.00
which I lower than 0.05 and that is why, alternative hypothesis is accepted over null.
The chosen information is beneficial for the management of Pulse Climbing such that
management can determine whether experience is beneficial for the company to determine the
satisfaction level. This help to make decision effectually and then improve the level of customer
satisfaction.

RQ10 Correlational Analysis Spearman test
Correlation is used in order to determine the association between variables. With the help
of this, scholar is able to determine the strength of their association and this in turn assist to
determine the level of change in one variable due to other.
H0: There is no relationship between criteria used to choose an adventure and rock climbing
facility.
H1: There is a relationship between criteria used to choose an adventure and rock climbing
facility
With the help of the Appendix 10, it has been interpreted that there is negative lower
correlation between facility has all styles of climbing available with booking climbing time,
facility cater for all level of climbers, facility provides high quality of customer service and
experienced staff. On the other side, there is a lower negative relationship identified within easily
climbing booking with facility caters for all level of climbers and facility provide high quality of
customer service. Further, there is lower association between climbing book times and
experience staff because 0.024 is fall under the category of below 0.025. Moreover, facility
caters for all level of climber is also lower associated with high quality customer service whereas
facility supply is negatively associated with experienced staff. Moreover, it has been identified
that there is almost negative and lower association between the variables and that is why, it can
be stated that there is no changes identified between the variable when one of the independent
variable changes.
The results drawn from the correlation will be beneficial for the management of Pulse
Climbing because there is no association between the variable and that is why, company should
focused individually upon their facility so that effective outcome can be generated for the
welfare of the customers.
RQ 11 Multidimensional scaling
In order to determine the attribute of the company, Multidimensional scaling is used that
helps market researchers to produce invaluable perceptual map in order to make it useful in

brand similarity study and product positioning as well as market segmentation. This in turn assist
to provide a visual representation of a different set of relationship.
As per the appendix 11, it has been interpreted that there is a level of similarity of
individual cases of a dataset in which it can be stated that with each variable is closely linked.
Through the goodness of fit, it has been identified that staff friendliness, staff helpfulness, and
staff welcoming nature are closely linked with the Pulse climbing and that is why, it helps to
improve the results and make management aware with the same.
Through the data, it has been identified that management should focus upon the different
aspect of the company that helps to create a better outcome and reach the business at further
level of success. There is a strong association between the staff helpfulness and that is why,
company should focus upon the skills that need to be improved and let the customers be
satisfied.
CONCLUSION
By summing up above it has been concluded that Pulse Climbing should focused upon its
services because in order to remain competitive, there is a need to analyse which position
strategy is useful for the company with regard to adventure and rock climb.
criteria while selecting facility
Customer prefer trendy facilities by Pulse Climbing in order to remain engaged with the
long term, but due to low level of satisfaction, management might not offering the same.
choice criteria of customers
Rock climbing facility selection and evaluation criteria is quite challenging and lack of
positioning strategy adapted by Pulse Climbing. The customers preferred only 15-meter height
vertical climbing and that is why, company should increase the same to remain competitive.
nature of Pulse Climbing’s appeal

Through frequency, it has been concluded that company has moderate or neutral level of
customer satisfaction and that is why, the quality need to be focused that help to improve the
performance and attracted the customers.
alternative positioning strategies
Through chi-square test, it has been concluded that there is a relationship between
climbing style and the level of experience. That is why, there is a need to consider the important
determinants of customers that helps to improve the climbing facility and target the customers so
that they make effective decision.
demographic and psychological profiles
Through the frequency, it has been concluded that demographic profile of the customer
includes average age 22 to 26, majority of them are female, preferred height is 15 meter and
average experience of climbing is between 2 to 3 years
RECOMMENDATIONS
 With the help of demographic information, most of the customers are of 22 to 26 and also
have around 2-3 years of experience. That is why, it is to be suggested to the company
that it should re-focus upon the experienced staff so that they develop new ideas that
helps to attract the customers who have at least more than 3-year experience so that they
can enjoy the services offered by company.
 Majority of the customers preferred to have 15-meter vertical height during climbing but
to remain competitive, it is essential to study the rival firms offered height and then
change the same as per that in order to grab attention of new customers towards it.
 It is also suggested to the company to focus upon the offered service so that effective
outcome can be generated, as per the demographic information, customer preferred lead
climbing only. That is why, now management should focus upon those items that helps to
grab attention of customer to increase the sale of rapelling because the customers do not
preferred this style due to shortage of trained staff. That is why, company need to focus
upon this aspect in order to remain competitive and attract the customers towards it.

 Along with this, experienced staff of Pulse Climbing should also provide effective
training so that they can provide tips and training to customers more than 15 meter
vertical height. This in turn help to attract the customers and increase the financial
performance that contribute to raise the sales.
 Due to lack of customer satisfaction, it is to be suggested to focus upon the offered
products and services and by hiring quality team, company can increase the satisfaction
level of the customers and solve the problem that assist to remain competitive in a
market.

APPENIDCES
1 Frequencies
1.1
On a scale from 0-10, how satisfied are you with the [Pulse Climbing]
facility?
Frequency Percent Valid Percent Cumulative
Percent
Valid
.00 9 2.2 2.2 2.2
1.00 22 5.5 5.5 7.7
2.00 29 7.2 7.2 14.9
3.00 53 13.2 13.2 28.1
4.00 68 16.9 16.9 45.0
5.00 64 15.9 15.9 60.9
6.00 47 11.7 11.7 72.6
7.00 43 10.7 10.7 83.3
8.00 31 7.7 7.7 91.0
9.00 23 5.7 5.7 96.8
10.00 13 3.2 3.2 100.0
Total 402 100.0 100.0

1.2
Please use the slider to indicate the following: Preferred climbing
height in metres
Frequency Percent Valid Percent Cumulative
Percent
Valid 5.00 27 6.7 6.7 6.7
10.00 40 10.0 10.0 16.7
15.00 112 27.9 27.9 44.5
20.00 63 15.7 15.7 60.2
25.00 59 14.7 14.7 74.9
30.00 29 7.2 7.2 82.1
35.00 9 2.2 2.2 84.3
40.00 15 3.7 3.7 88.1
50.00 19 4.7 4.7 92.8
55.00 3 .7 .7 93.5
60.00 3 .7 .7 94.3

65.00 7 1.7 1.7 96.0
75.00 7 1.7 1.7 97.8
100.00 6 1.5 1.5 99.3
120.00 3 .7 .7 100.0
Total 402 100.0 100.0
1.3
Please indicate your preferred climbing style from the following options:
Frequency Percent Valid Percent Cumulative
Percent
Valid Top Roping 117 29.1 29.1 29.1
Lead Climbing 170 42.3 42.3 71.4

Bouldering 71 17.7 17.7 89.1
Rapelling 44 10.9 10.9 100.0
Total 402 100.0 100.0
1.4
Where do you prefer to rock climb?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Indoor 259 64.4 64.4 64.4
Outdoor 143 35.6 35.6 100.0
Total 402 100.0 100.0

1.5
How many years of climbing experience do you have?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Less than 1 year 57 14.2 14.2 14.2
Between 1 and 2 years 94 23.4 23.4 37.6
Between 2 and 3 years 149 37.1 37.1 74.6
Greater than 3 years 102 25.4 25.4 100.0
Total 402 100.0 100.0

1.6
How many times do you exercise or attend a gym per week?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Do not exercise or attend
the gym 17 4.2 4.2 4.2
Once a week 28 7.0 7.0 11.2
2-3 times a week 184 45.8 45.8 57.0
3-5 times a week 130 32.3 32.3 89.3
Every day 43 10.7 10.7 100.0
Total 402 100.0 100.0

1.7
How would you describe your fitness level?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Not fit at all 14 3.5 3.5 3.5
Moderately fit 78 19.4 19.4 22.9
Fit 139 34.6 34.6 57.5
Very fit 171 42.5 42.5 100.0
Total 402 100.0 100.0

1.8
What is your age?
Frequency Percent Valid Percent Cumulative
Percent
Valid 18.00 28 7.0 7.0 7.0
19.00 28 7.0 7.0 13.9
20.00 26 6.5 6.5 20.4
21.00 22 5.5 5.5 25.9
22.00 35 8.7 8.7 34.6
23.00 1 .2 .2 34.8
24.00 7 1.7 1.7 36.6

25.00 11 2.7 2.7 39.3
26.00 40 10.0 10.0 49.3
27.00 1 .2 .2 49.5
28.00 26 6.5 6.5 56.0
29.00 4 1.0 1.0 57.0
30.00 29 7.2 7.2 64.2
31.00 20 5.0 5.0 69.2
32.00 7 1.7 1.7 70.9
33.00 18 4.5 4.5 75.4
34.00 22 5.5 5.5 80.8
35.00 1 .2 .2 81.1
36.00 3 .7 .7 81.8
37.00 1 .2 .2 82.1
38.00 3 .7 .7 82.8
39.00 5 1.2 1.2 84.1
40.00 28 7.0 7.0 91.0
41.00 11 2.7 2.7 93.8
42.00 4 1.0 1.0 94.8
43.00 1 .2 .2 95.0
44.00 1 .2 .2 95.3
45.00 1 .2 .2 95.5
46.00 4 1.0 1.0 96.5
48.00 2 .5 .5 97.0
50.00 7 1.7 1.7 98.8
55.00 3 .7 .7 99.5
60.00 1 .2 .2 99.8
72.00 1 .2 .2 100.0
Total 402 100.0 100.0

1.9
How do you identify?
Frequency Percent Valid Percent Cumulative
Percent
Valid
Female 208 51.7 51.7 51.7
Male 174 43.3 43.3 95.0
NonBinary/Other/Prefer
not to say 20 5.0 5.0 100.0
Total 402 100.0 100.0

1.10
In order for us to determine the influence of income on attitudes and behaviour related
to adventure and rocking climbing facilities, please indicate your household income:
Frequency Percent Valid Percent Cumulative
Percent
Valid $1 - $499 per week 29 7.2 7.2 7.2
$500 - $999 per week 89 22.1 22.1 29.4
$1000 - $1499 per week 141 35.1 35.1 64.4
$1500 - $1999 per week 114 28.4 28.4 92.8
Greater than $2000 per
week
29 7.2 7.2 100.0

Total 402 100.0 100.0
2 One Sample T test
One-Sample Statistics

N Mean Std.
Deviation
Std. Error
Mean
Please use the slider to
indicate the following:
Preferred climbing
height in metres
402 24.8010 19.03757 .94951
One-Sample Test
Test Value = 15
t df Sig. (2-
tailed)
Mean
Difference
95% Confidence Interval of
the Difference
Lower Upper
Please use the slider to
indicate the following:
Preferred climbing
height in metres
10.322 401 .000 9.80100 7.9344 11.6676
3 Chi square test Cramers V
Please indicate your preferred climbing style from the following options: * How many
years of climbing experience do you have? Crosstabulation
Count
How many years of climbing experience do you
have?
Total
Less than 1
year
Between 1
and 2 years
Between 2
and 3 years
Greater
than 3
years
Please indicate your
preferred climbing
style from the
following options:
Top Roping 33 47 31 6 117
Lead
Climbing 18 29 70 53 170
Bouldering 6 18 41 6 71
Rapelling 0 0 7 37 44
Total 57 94 149 102 402

Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 159.843a 9 .000
Likelihood Ratio 160.708 9 .000
Linear-by-Linear
Association 79.536 1 .000
N of Valid Cases 402
a. 0 cells (0.0%) have expected count less than 5. The minimum
expected count is 6.24.
Symmetric Measures
Value Approx.
Sig.
Nominal by
Nominal
Phi .631 .000
Cramer's V .364 .000
N of Valid Cases 402
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null
hypothesis.
4 Cronbachs alpha reliability test
Reliability Statistics
Cronbach's
Alpha
N of Items
.828 11
5 MannWhitney U test

Descriptive Statistics
N Mean Std.
Deviation
Minimum Maximum Percentiles
25th 50th
(Median)
75th
The equipment is
in good condition 402 2.6692 1.06754 1.00 5.00 2.0000 3.0000 3.0000
The facility has
challenging
vertical heights
402 2.6816 1.10456 1.00 5.00 2.0000 3.0000 3.0000
The facility has
day trips to
outdoor climbing
areas
402 2.6294 1.06845 1.00 5.00 2.0000 3.0000 3.0000
The facility has a
relaxed and
welcoming
atmosphere
402 2.5896 1.10685 1.00 5.00 2.0000 3.0000 3.0000
Staff offer safety
tips and training 402 2.9876 1.15715 1.00 5.00 2.0000 3.0000 4.0000
How do you
identify? 402 1.5323 .59104 1.00 3.00 1.0000 1.0000 2.0000
Mann-Whitney Test
Ranks
How do you
identify?
N Mean Rank Sum of Ranks
The equipment is in good
condition
Female 208 183.32 38131.00
Male 174 201.28 35022.00

Total 382
The facility has
challenging vertical
heights
Female 208 190.19 39558.50
Male 174 193.07 33594.50
Total 382
The facility has day trips
to outdoor climbing areas
Female 208 181.09 37667.00
Male 174 203.94 35486.00
Total 382
The facility has a relaxed
and welcoming
atmosphere
Female 208 191.61 39855.00
Male 174 191.37 33298.00
Total 382
Staff offer safety tips and
training
Female 208 192.69 40079.00
Male 174 190.08 33074.00
Total 382
Test Statisticsa
The
equipment is
in good
condition
The facility
has
challenging
vertical
heights
The facility
has day trips
to outdoor
climbing areas
The facility
has a relaxed
and
welcoming
atmosphere
Staff offer
safety tips and
training
Mann-Whitney U 16395.000 17822.500 15931.000 18073.000 17849.000
Wilcoxon W 38131.000 39558.500 37667.000 33298.000 33074.000
Z -1.650 -.264 -2.096 -.022 -.237
Asymp. Sig. (2-
tailed) .099 .792 .036 .982 .813
a. Grouping Variable: How do you identify?
6 Independent Samples t test
Group Statistics
Where do you prefer
to rock climb?
N Mean Std.
Deviation
Std. Error
Mean
On a scale from 0-10, Indoor 259 6.0193 1.95977 .12177

how likely are you to
visit [Pulse Climbing]
next time you seek
adventure or want to
go rock climbing?
Outdoor 143 4.0490 1.75759 .14698
Independent Samples Test
Levene's
Test for
Equality
of
Variances
t-test for Equality of Means
F Sig. t df Sig.
(2-
tailed
)
Mean
Differenc
e
Std. Error
Differenc
e
95%
Confidence
Interval of the
Difference
Lower Upper
On a
scale
from 0-
10, how
likely are
you to
visit
[Pulse
Climbing
] next
time you
seek
adventur
e or want
to go
rock
climbing
?
Equal
variance
s
assumed
1.42
1
.23
4
10.00
4 400 .000 1.97035 .19695 1.5831
6
2.3575
5
Equal
variance
s not
assumed
10.32
3
320.69
3 .000 1.97035 .19087 1.5948
4
2.3458
7

7 One Way ANOVA
ANOVA
How many years of climbing experience do you have?
Sum of
Squares
df Mean Square F Sig.
Between Groups 12.140 10 1.214 1.236 .266
Within Groups 383.910 391 .982
Total 396.050 401
8 Multivariate ANOVA
Box's Test of Equality
of Covariance
Matricesa
Box's M 341.202
F 37.520
df1 9
df2 520375.592
Sig. .000
Tests the null
hypothesis that the
observed covariance
matrices of the
dependent variables
are equal across
groups.
a. Design: Intercept +
Climbing_Experience_
Q13

Multivariate Testsa
Effect Value F Hypothesis
df
Error df Sig. Partial
Eta
Squared
Intercept
Pillai's
Trace .899 1758.524b 2.000 397.000 .000 .899
Wilks'
Lambda .101 1758.524b 2.000 397.000 .000 .899
Hotelling's
Trace 8.859 1758.524b 2.000 397.000 .000 .899
Roy's
Largest
Root
8.859 1758.524b 2.000 397.000 .000 .899
Climbing_Experience_Q13
Pillai's
Trace .320 25.233 6.000 796.000 .000 .160
Wilks'
Lambda .691 26.912b 6.000 794.000 .000 .169
Hotelling's
Trace .433 28.601 6.000 792.000 .000 .178
Roy's
Largest
Root
.396 52.556c 3.000 398.000 .000 .284
a. Design: Intercept + Climbing_Experience_Q13
b. Exact statistic
c. The statistic is an upper bound on F that yields a lower bound on the significance level.
Levene's Test of Equality of Error Variancesa
F df1 df2 Sig.
Please use the slider to
indicate the following:
Preferred climbing
height in metres
45.802 3 398 .000
Where do you prefer to
rock climb? 182.486 3 398 .000
Tests the null hypothesis that the error variance of the dependent
variable is equal across groups.
a. Design: Intercept + Climbing_Experience_Q13

Tests of Between-Subjects Effects
Source Dependen
t Variable
Type III
Sum of
Squares
df Mean
Square
F Sig. Partial
Eta
Square
d
Corrected Model
Please use
the slider
to indicate
the
following:
Preferred
climbing
height in
metres
35311.160a 3 11770.387 42.579 .00
0 .243
Where do
you prefer
to rock
climb?
22.154b 3 7.385 42.000 .00
0 .240
Intercept
Please use
the slider
to indicate
the
following:
Preferred
climbing
height in
metres
197656.03
8 1 197656.03
8 715.007 .00
0 .642
Where do
you prefer
to rock
climb?
608.203 1 608.203 3459.16
5
.00
0 .897

Climbing_Experience_Q1
3
Please use
the slider
to indicate
the
following:
Preferred
climbing
height in
metres
35311.160 3 11770.387 42.579 .00
0 .243
Where do
you prefer
to rock
climb?
22.154 3 7.385 42.000 .00
0 .240
Error
Please use
the slider
to indicate
the
following:
Preferred
climbing
height in
metres
110022.92
0
39
8 276.439
Where do
you prefer
to rock
climb?
69.978 39
8 .176
Total
Please use
the slider
to indicate
the
following:
Preferred
climbing
height in
metres
392600.00
0
40
2
Where do
you prefer
to rock
climb?
831.000 40
2

Corrected Total
Please use
the slider
to indicate
the
following:
Preferred
climbing
height in
metres
145334.08
0
40
1
Where do
you prefer
to rock
climb?
92.132 40
1
a. R Squared = .243 (Adjusted R Squared = .237)
b. R Squared = .240 (Adjusted R Squared = .235)
Estimated Marginal Means
How many years of climbing experience do you have?
Dependent Variable How many years of
climbing experience do
you have?
Mean Std. Error 95% Confidence Interval
Lower Bound Upper Bound
Please use the slider to
indicate the following:
Preferred climbing height
in metres
Less than 1 year 14.298 2.202 9.969 18.628
Between 1 and 2 years 15.851 1.715 12.480 19.222
Between 2 and 3 years 24.530 1.362 21.852 27.208
Greater than 3 years 39.314 1.646 36.077 42.550
Where do you prefer to
rock climb?
Less than 1 year 1.018 .056 .908 1.127
Between 1 and 2 years 1.106 .043 1.021 1.191
Between 2 and 3 years 1.443 .034 1.375 1.510
Greater than 3 years 1.647 .042 1.565 1.729
9 Regression modelling

Model Summary
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
1 .491a .241 .219 2.11997
a. Predictors: (Constant), Pulse Climbing has a relaxed and
welcoming atmosphere, Pulse Climbing has climbing facilites
that meet your needs, Pulse Climbing has challenging vertical
heights, Pulse Climbing has a variety of climbing options to
suit individual competencies, Pulse Climbing always has
booking times that suit your needs, Pulse Climbing
equipment is in good condition, Pulse Climbing has lower
prices than competitors, Pulse Climbing has conveniently-
located facilities, Pulse Climbing has favourable climbing
styles, Pulse Climbing provides high-quality customer
service, The Pulse Climbing staff are available if I need
support to set up my climb
ANOVAa
Model Sum of
Squares
df Mean Square F Sig.
1
Regression 555.927 11 50.539 11.245 .000b
Residual 1752.772 390 4.494
Total 2308.699 401
a. Dependent Variable: On a scale from 0-10, how satisfied are you with the [Pulse
Climbing] facility?
b. Predictors: (Constant), Pulse Climbing has a relaxed and welcoming atmosphere,
Pulse Climbing has climbing facilites that meet your needs, Pulse Climbing has
challenging vertical heights, Pulse Climbing has a variety of climbing options to suit
individual competencies, Pulse Climbing always has booking times that suit your
needs, Pulse Climbing equipment is in good condition, Pulse Climbing has lower
prices than competitors, Pulse Climbing has conveniently-located facilities, Pulse
Climbing has favourable climbing styles, Pulse Climbing provides high-quality
customer service, The Pulse Climbing staff are available if I need support to set up
my climb

Coefficientsa
Model Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 1.494 .494 3.022 .003
Pulse Climbing has
challenging vertical
heights
.001 .054 .001 .010 .992
Pulse Climbing provides
high-quality customer
service
.130 .044 .173 2.941 .003
Pulse Climbing has
climbing facilites that
meet your needs
.000 .047 .000 .008 .994
Pulse Climbing has
lower prices than
competitors
-.012 .051 -.014 -.245 .806
Pulse Climbing has a
variety of climbing
options to suit individual
competencies
-.027 .044 -.031 -.617 .537
Pulse Climbing has
conveniently-located
facilities
.043 .052 .047 .842 .400
The Pulse Climbing staff
are available if I need
support to set up my
climb
.112 .053 .126 2.118 .035
Pulse Climbing
equipment is in good
condition
.044 .051 .050 .871 .384
Pulse Climbing always
has booking times that
suit your needs
.061 .040 .080 1.523 .129
Pulse Climbing has
favourable climbing
styles
.041 .051 .046 .799 .425
Pulse Climbing has a
relaxed and welcoming
atmosphere
.138 .048 .183 2.887 .004

a. Dependent Variable: On a scale from 0-10, how satisfied are you with the [Pulse Climbing]
facility?
10 Correlational Analysis Spearman test
Correlations
The
facility has
all styles
of
climbing
available
(top
roping,
lead
climbing,
bouldering,
and
rapelling)
You can
book
climbing
times
easily
The
facility
caters for
all levels
of
climbers
The
facility
provides
high
quality
customer
service
Experienced
staff are
able to
assist when
setting up
your climb
The facility has
all styles of
climbing
available (top
roping, lead
climbing,
bouldering, and
rapelling)
Pearson
Correlation 1 -.016 -.076 -.013 -.011
Sig. (2-tailed) .742 .126 .790 .831
N 402 402 402 402 402
You can book
climbing times
easily
Pearson
Correlation -.016 1 -.095 -.053 .024
Sig. (2-tailed) .742 .056 .288 .626
N 402 402 402 402 402
The facility caters
for all levels of
climbers
Pearson
Correlation -.076 -.095 1 .026 -.034
Sig. (2-tailed) .126 .056 .597 .499
N 402 402 402 402 402
The facility
provides high
Pearson
Correlation
-.013 -.053 .026 1 -.050

quality customer
service
Sig. (2-tailed) .790 .288 .597 .315
N 402 402 402 402 402
Experienced staff
are able to assist
when setting up
your climb
Pearson
Correlation -.011 .024 -.034 -.050 1
Sig. (2-tailed) .831 .626 .499 .315
N 402 402 402 402 402
Correlations
The
facility has
all styles
of
climbing
available
(top
roping,
lead
climbing,
bouldering,
and
rapelling)
You can
book
climbing
times
easily
The
facility
caters
for all
levels of
climbers
The
facility
provides
high
quality
customer
service
Experienced
staff are
able to
assist when
setting up
your climb
Spearman's
rho
The facility
has all styles
of climbing
available
(top roping,
lead
climbing,
bouldering,
and
rapelling)
Correlation
Coefficient 1.000 -.030 -.088 -.006 -.015
Sig. (2-
tailed) . .552 .078 .902 .765
N 402 402 402 402 402
You can
book
climbing
times easily
Correlation
Coefficient -.030 1.000 -.084 -.058 .018
Sig. (2-
tailed)
.552 . .091 .244 .726

N 402 402 402 402 402
The facility
caters for all
levels of
climbers
Correlation
Coefficient -.088 -.084 1.000 .024 -.053
Sig. (2-
tailed) .078 .091 . .634 .289
N 402 402 402 402 402
The facility
provides
high quality
customer
service
Correlation
Coefficient -.006 -.058 .024 1.000 -.045
Sig. (2-
tailed) .902 .244 .634 . .371
N 402 402 402 402 402
Experienced
staff are able
to assist
when setting
up your
climb
Correlation
Coefficient -.015 .018 -.053 -.045 1.000
Sig. (2-
tailed) .765 .726 .289 .371 .
N 402 402 402 402 402
11. Multidimensional scaling
Table 13: Stress and Fit Measures
Normalized Raw Stress .05352
Stress-I .23135a
Stress-II .51079a
S-Stress .11764b
Dispersion Accounted For (D.A.F.) .94648
Tucker's Coefficient of Congruence .97287
PROXSCAL minimizes Normalized Raw Stress.
a. Optimal scaling factor = 1.057.
b. Optimal scaling factor = .960.