Research

Research method & data collection

Survey design

The survey was designed as part of regular assignments in the Marketing Research class at Fort Lewis College during the Fall 2022 semester (August - December, 2022). The students designed the survey to address the research questions that were developed as part of previous course activities (e.g., the review of available secondary data and qualitative research).

As part of the survey design process, the students received support from their professor, Dr. Tomasz Miaskiewicz. The industry mentors (see the mentors page for a list of individuals) as well as other individuals involved in the project (e.g., a few other faculty members at Fort Lewis College) also provided feedback on the questions wording, response options, and other components of the overall survey design.

After finalizing the survey questions and overall flow, the survey was implemented using the Qualtrics software. The survey was then reviewed and approved by the Institutional Review Board (IRB) at Fort Lewis College.

Data collection

The survey data was collected in November and December of 2022. We first distributed the survey using a series of Facebook groups and other snowsliding-specific outlets/groups (e.g., Open Snow). We also received some media coverage in outlets like Westword and the Durango Herald, which helped with getting the word out about the survey. We also shared the survey within the Durango community by having the link shared by outlets like the Durango Weather Guy.

The survey was anonymous (i.e., we didn't ask for any identifying information). Respondents had the option to enter a raflle for Smith goggles and LEKI poles, but these entries were stored separately from the main survey response.

The initial survey data was skewing heavily towards those who self-identified as expert snowsliders. Therefore, we ended up collecting about 200 additional, paid responses focused on beginner and intermediate snowsliders using a research platform called Prolific. Through the Prolific platform, we were able to get access to a wider pool of potential participants. The responses were also anonymous on Prolific, but we didn't offer the raffle incentive as we were paying for each response (<$5 per response).

Sampling techniques and key considerations

Given our data collection approach, it is clear that a non-probability sampling was used. The primary reason for the use of non-probability sampling is that we did not have a sampling frame (i.e., a list of all snowsliders along with their contact information) that we could utilize for random sampling. More specifically, we used a combination of judgmental, convenience, and snowball sampling.

Given that non-probability sampling was used, generalizations from our sample to the broader population cannot be made. This means that our data should not be used to describe snowsliders in general, ski areas in general, collisions trends in general, etc. Our data should only be used to characterize of our specific sample of snowsliders.

Sample size and data cleaning

In total, 5,348 individuals at least partially completed the survey. We then used a series of approaches to systematically clean up the data. For example, we looked at the proportion of the overall survey that was completed, the time that it took to complete the survey, how specific attention checks were answered, and a few other criteria. This led to a final sample of 4,320 (1,028 responses were removed as a result of our data cleaning).

The analyses and the data cleanup were led by Dr. Ivan Guardiola, Chair and Associate Professor of Business Administration at Fort Lewis College. Dr. Guardiola was not involved in the data collection.

Result set 1 (posted on May 17th, 2023)

Below you will see how the final sample of respondents (n=4,320) answered specific questions that composed our survey. A few comments about this initial findings release:

• Respondents had the option to skip most of the questions that composed the survey. While skipping questions was very uncommon, you will see some differences in the sample size for specific questions.
• A few of the questions were contingent on survey branching logic. In other words, a previous response impacted whether or not a respondent received a more specific follow-up question. Consequently, some differences in the overall sample size are due to the logic built into our survey.
• The data is not broken down based on generation, skill level, and other key dimensions. In other words, we are showing only the overall trends across our entire sample, which tends to skew towards skiers, experts, individuals that snowslide frequently, etc.
• We are showing only some of the questions/variables that make up our dataset in this initial release.

Skill level

The question that we asked was phrased as follows: "How do you classify your level of skill level in terms of the snowsliding activities that you participate in?"

Number of days

The question that we asked was phrased as follows: "Approximately how many days do you visit a ski area in a typical season?"

Years snowsliding

The question that we asked was phrased as follows: "Approximately how many years have you been snowsliding?"

Generation

The question that we asked was phrased as follows: "What generation do you belong to?"

Winter activities

The question that we asked was phrased as follows: "In the last season, which winter activities did you participate in at a ski area? Select all that apply." Note: multiple options could be selected (e.g., someone could indicate that they  participated in nordic skiing and snowboarding).

State

The question that we asked was phrased as follows: "In which US state or territory do you most commonly snowslide?" Note: we are only showing the top 5 response options below in terms of the number of respondents.

Helmet use

The question that we asked was phrased as follows: "How often do you wear a helmet while snowsliding?"

Factors impacting ski area choices

The question that we asked was phrased as follows: "Please rate the importance of each of the following factors when determining which ski area you snowslide at."

Factors impacting individuals to slow down

The question that we asked was phrased as follows: "Please tell us the extent to which you agree or disagree with the following statements."

Snowsliding behaviors

The question that we asked was phrased as follows: "Please tell us the extent to which you agree or disagree with the following statements."

Ski area communication and expectations

The question that we asked was phrased as follows: "Please tell us the extent to which you agree or disagree with the following statements."

Your Responsibility Code awareness

The question that we asked was phrased as follows: "What is your level of awareness of the Your Responsibility Code at ski areas?"

Discussion of guest safety

The question that we asked was phrased as follows: "Is the culture of guest safety at your most commonly visited ski area something that you discuss with others? Select all that apply" Note: multiple options could be selected.

Collisions

The question that we asked was phrased as follows: "Have you ever been in a collision with another snowslider at a ski area?"

The question that we asked was phrased as follows: "How many times have you been in a collision with another snowslider?" Note: this question and the below follow-up questions were only asked when a participant indicated that they were in a collision.

The question that we asked was phrased as follows: "Did one or more of the collisions require medical attention?"

The question that we asked was phrased as follows: "Did one or more of the collisions require legal involvement?"

Reckless behavior

The question that we asked was phrased as follows: "Have you personally witnessed reckless snowsliding behavior?". Note: respondents were first asked to define reckless behavior before this question and follow-up questions were asked.

The question that we asked was phrased as follows: "Taken as a whole, what is your perception of reckless behavior today compared to your past experiences?"

The question that we asked was phrased as follows: "Have you ever engaged in reckless snowsliding behavior yourself?"

Next steps and questions

As a next step, we will release some high-level analyses for additional variables in our dataset. We will also be conducing follow-up research during the Fall 2023 semester (August - December, 2023). If you have suggestions for research questions that we should consider, please reach out to us.