Volume 12, Number 1 ISSN 1078-4950 JOURNAL OF THE INTERNATIONAL ACADEMY FOR CASE STUDIES An official Journal of the International Academy for Case Studies, Inc. and the Allied Academies, Inc. Editors Inge Nickerson, Barry University Charles Rarick, Barry University Editorial and Academy Information are published on the Allied Academies’ web page www.alliedacademies.org The International Academy for Case Studies is an affiliate of the Allied Academies, Inc., a non-profit association of scholars, whose purpose is to support and encourage research and the sharing and exchange of ideas and insights throughout the world. The purpose of the IACS is to encourage the development and use of cases and the case method of teaching throughout higher education. Whitney Press, Inc. Printed by Whitney Press, Inc. PO Box 1064, Cullowhee, NC 28723 www.whitneypress.com Authors provide the Academy with a publication permission agreement. Allied Academies is not responsible for the content of the individual manuscripts. Any omissions or errors are the sole responsibility of the individual authors. The Editorial Board is responsible for the selection of manuscripts for publication from among those submitted for consideration. The Publishers accept final manuscripts in digital form and make adjustments solely for the purposes of pagination and organization. The Journal of the International Academy for Case Studies is published by the Allied Academies, PO Box 2689, 145 Travis Road, Cullowhee, NC 28723, (828) 293-9151, FAX (828) 293-9407. Those interested in subscribing to the Journal, advertising in the Journal, submitting manuscripts to the Journal, or otherwise communicating with the Journal, should contact the Executive Director at [email protected]. Copyright 2006 by the International Academy for Case Studies, Inc., Cullowhee, NC, USA iii EDITORIAL BOARD MEMBERS Charlotte Allen Thomas M. Box Stephen F. Austin State University Pittsburg State University Nacogdoches, Texas Pittsburg, Kansas Thomas T. Amlie William Brent SUNY Institute of Technology Howard University Utica, New York Washington, DC Kavous Ardalan Michael Broihahn Marist College Barry University Poughkeepsie, New York Miami, Florida Barry Armandi Gary Brunswick SUNY-Old Westbury Northern Michigan University Old Westbury, New York Marquette, Michigan Joe Ballenger Carol Bruton Stephen F. Austin State University California State University San Marcos Nacogdoches, Texas Poway, California Lisa Berardino Chauncey Burke SUNY Institute of Technology Seattle University Utica, New York Seattle, Washington Thomas Bertsch Gene Calvasina James Madison University Southern University Harrisonburg, Virginia Baton Rouge, Louisiana Steve Betts Yung Yen Chen William Paterson University Nova Southeastern University Wayne, New Jersey Davie, Florida Narendra Bhandari Wil Clouse Pace University Vanderbilt University North Brunswick, New Jersey Nashville, Tennessee Barbara Bieber-Hamby Clarence Coleman Stephen F. Austin State University Winthrop University Nacogdoches, Texas Rock Hill, South Carolina W. Blaker Bolling Michael H. Deis Marshall University Clayton College & State University Huntington, West Virginia Morrow, Georgia Lisa N. Bostick Carol Docan The University of Tampa CSU, Northridge Tampa, Florida Northridge, California Michael W. Boyd Scott Droege University of Tennessee at Martin Mississippi State University-Meridian Campus Martin, Tennessee Meridian, Mississippi Journal of the International Academy for Case Studies, Volume 12, Number 1, 2006 iv EDITORIAL BOARD MEMBERS Martine Duchatelet Robert D. Gulbro Barry University Athens State University Miami, Florida Athens, Alabama Steve Edison Allan Hall University of Arkansas at Little Rock SUNY Institute of Technology Little Rock, Arkansas Utica, New York Andrew A. Ehlert Karen Hamilton Mississippi University for Women Appalachian State University Columbus, Mississippi Boone, North Carolina Henry Elrod Heikki Heino University of the Incarnate Word Governors State University San Antonio, Texas University Park, Illinois Mike Evans Terrance Jalbert Winthrop University University of Hawaii at Hilo Rock Hill, South Carolina Hilo, Hawaii Werner Fees Marianne L. James Georg-Simon-Ohm-Fachhochschule Nuernberg California State University, Los Angeles Nuernberg, Germany Los Angeles, California Troy Festervand Marlene Kahla Middle Tennessee State University Stephen F. Austin State University Murfreesboro, Tennessee Nacogdoches, Texas Art Fischer Joseph Kavanaugh Pittsburg State University Sam Houston State University Pittsburg, Kansas Spring, Texas Barbara Fuller William J. Kehoe Winthrop University University of Virginia Rock Hill, South Carolina Charlottesville, Virginia Ramaswamy Ganesan Wasif M. Khan BITS-Pilani Goa Campus Lahore University of Management Sciences Goa, India Lahore, PU, Pakistan Joseph J. Geiger Marla Kraut University of Idaho University of Idaho Moscow, Idaho Moscow, Idaho Michael Grayson S. Krishnamoorthy Jackson State University Amrita Institute of Management Jackson, Mississippi Tamil Nadu, India Richard Gregory Dave Kunz University of South Carolina Spartanburg Southeast Missouri State University Spartanburg, South Carolina Cape Girardeau, Missouri Journal of the International Academy for Case Studies, Volume 12, Number 1, 2006 v EDITORIAL BOARD MEMBERS John Lawrence William B. Morgan University of Idaho Felician College Moscow, Idaho Jackson, New Jersey Jonathan Lee Inder Nijhawan University of Windsor Fayetteville State University Windsor, Ontario, Canada Fayetteville, North Carolina John Lewis Adebisi Olumide Stephen F. Austin State University Lagos State University Nacogdoches, Texas Lagos, Nigeria Rod Lievano Joseph Ormsby University of Minnesota Duluth Stephen F. Austin State University Duluth, Minnesota Nacogdoches, Texas Steve Loy Karen Paul Eastern Kentucky University Florida International University Richmond, Kentucky Miami, Florida Anne Macy Steven K. Paulson West Texas A&M University University of North Florida Canyon, Texas Jacksonville, Florida Edwin Lee Makamson D. J. Parker Hampton University Tacoma, Washington Hampton, Virginia Paul Marshall Terry Pearson Widener University West Texas A&M University Chester, Pennsylvania Canyon, Texas James R. Maxwell Edith Piaf State University of New York College at Buffalo LI schools Buffalo, New York France Steve McGuire Rashmi Prasad California State University, Los Angeles University of Alaska Anchorage Los Angeles, California Anchorage, Alaska Michael McLain Sanjay Rajagopal Hampton University Montreat College Elizabeth City, North Carolina Montreat, North Carolina Todd Mick Glenn Rhyne Longwood University Mississippi University for Women Allentown, Pennsylvania Columbus, Mississippi Kenneth K. Mitchell Ida Robinson-Backmon Shaw University University of Baltimore Raleigh, North Carolina Baltimore, Maryland Journal of the International Academy for Case Studies, Volume 12, Number 1, 2006 vi EDITORIAL BOARD MEMBERS Sherry Robinson Joseph Sulock Penn State University UNC-Asheville New Albany, Pennsylvania Asheville, North Carolina Joesph C. Santora Jennifer Ann Swanson Essex County College Stonehill College Newark, New Jersey N. Easton, Massachusetts Sujata Satapathy Prasanna J. Timothy Indian Institute of Technology Karunya Institute of Technology New Delhi, India Tamil Nadu, India Elton Scifres Jeff W. Totten Stephen F. Austin State University Southeastern Louisiana University Nacogdoches, Texas Hammond, Louisiana Herbert Sherman Jack E. Tucci Southampton College Mississippi State University-Meridian Campus Southampton, New York Meridian, Mississippi Linda Shonesy George Vozikis Athens State University University of Tulsa Athens, Alabama Tulsa, Oklahoma Mike Spencer Rae Weston University of Northern Iowa Macquarie Graduate School of Management Cedar Falls, Iowa NSW Australia Harriet Stephenson Greg Winter Seattle University Barry University Seattle, Washington Miami Shores, Florida Philip Stetz Chris Wright Stephen F. Austin State University Central Missouri State University Nacogdoches, Texas Warrensburg, Missouri Jim Stotler Thomas Wright North Carolina Central University University of Nevada - Reno Chapel Hill, North Carolina Reno, Nevada Journal of the International Academy for Case Studies, Volume 12, Number 1, 2006 vii JOURNAL OF THE INTERNATIONAL ACADEMY FOR CASE STUDIES CONTENTS EDITORIAL BOARD MEMBERS............................................... iii LETTER FROM THE EDITORS ................................................ ix SURVEY RESEARCH: QUESTION WORDING AND DESIGN .....................................1 Charlotte A. Allen., Stephen F. Austin State University THE UTAH SUMMER GAMES MARKETING RESEARCH PROJECT ......................................5 Wayne A. Roberts, Jr., Southern Utah University Emmett Steed, Southern Utah University THE ORANGE PEEL SOCIAL AID AND PLEASURE CLUB ................................................23 Dennis Patenotte, Western Carolina University George W. Mechling, Western Carolina University FITNESS PRO: MANAGING A GROWING BUSINESS .............................27 Lee Tompkins, Jr., Fitness Pro Russell Kent, Georgia Southern University Michael McDonald, Georgia Southern University INTERNATIONAL PRODUCTS LTD ............................................43 Rawiporn Koojaroenpaisan, Chiang Mai University Robin Peterson, New Mexico State University ABOCA S.S.: PERFECTING A 700 YEAR TRADITION OF BOTANICAL REMEDIES.................................55 Chauncey Burke, Seattle University Carl Obermiller, Seattle University Journal of