Posted: May 24th, 2015

This document is authorized for use only by KYLE MATTICE in MGT 509 Spring 2015-1 taught by Keith Yurgosky, University of Scranton from March 2015 to August 2015.

For the exclusive use of K. MATTICE, 2015.
eHarmony

Exhibit 6

709-424

Percent of web users within a demographic group who have gone to a personals website

Category
All Internet Users

Percentage
11(a)

Category

Percentage

Education Level
Less than High School
High School Grad
Some College
College+

14
10
11
10

Source: Adapted from Mary Madden and Amanda Lenhart, “Online Dating: Americans who are seeking romance use the
Internet to help them in their search, but there is still widespread public concern about the safety of online dating,”
Pew Internet & American Life Project, March 5, 2006, p. 10.

Exhibit 7

How Internet Users in Committed Relationships Met Their Partners

Mode of Meeting
Met at work or school
Met through family or friends
Met at a club, bar, café, or social gathering
Met through the Internet

Percent
38
34
13
4

Mode of Meeting
Met at church
Met by chance, such as on the street
Met at a recreational facility like a gym
Other

Percent
2
2
1
6

19
This document is authorized for use only by KYLE MATTICE in MGT 509 Spring 2015-1 taught by Keith Yurgosky, University of Scranton from March 2015 to August 2015.

6
19

Section 2
Section 3

Section 4

Section 5

Section 6

Section 7

Section 8

Section 9

Section 10

Section 11

Optional

My matching preferences

My living skills

My personal interests

My personality

Important qualities in a partner

About my feelings

My personal characteristics

My self-descriptions

My personal beliefs
About me

My general Information

Theme

Sample Questions

What is your height? What ethnicity are you? Which ethnicities are you willing to be matched with?
How many times have you been married? How many children do you have who are 18 years old or
younger and living full time in your home?
Which religion do you affiliate yourself with?
On the scale of 1 to 7 rate yourself on items such as “I do things according to a plan” and “I often
leave a mess in my room.”
On the scale of 1 to 7 rate yourself on self descriptions such as “agreeable,” “spiritual,” “cold,”
“quarrelsome,” “attractive,” and “liberal.”
On the scale of 1 to 7 rate yourself on the following statements “I enjoy mingling with people on
social occasions” or “I ask questions in search of information.”
On the scale of 1 to 7 rate how often you felt the following way during the past month. Feelings
include “Happy”, “Fearful about future”, “Misunderstood” and “Fortunate.”
On the scale of 1 to 7 rate how important the following characteristics are in your potential partner.
Characteristics include “my partner’s energy level” and “my partner’s ability to communicate.” This
section also asks for three things for which the applicant is most grateful.
True or False? “If a store-clerk gave me too much change, I might keep it without telling them” or “I
sometimes wish that certain other people would fail.”
On the scale of 1 to 7 rate how interested you are in the following activities. Choices include “board
games,” “church involvement,” “movies,” and “shopping.” These choices were followed by open
ended questions such as “What are you most passionate about?” and “Please describe two or three
things that you most enjoy doing with your leisure time.”
Choose three living skills that you do best out of a list of 34. Choices include “Using humor to make
friends laugh,” “Helping those who are less fortunate or in need,” and “Car maintenance and repair”
How much do you smoke? Would you accept being matched to a smoker? How much do you drink?
Indicate the most you would accept your ideal match to drink? How far are you willing to relocate if
you met the right person?

Source: Compiled by the case writers from http://www.eharmony.com/.

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eHarmony Personality Profile

Section 1

Exhibit 8

709-424

-20-

For the exclusive use of K. MATTICE, 2015.

This document is authorized for use only by KYLE MATTICE in MGT 509 Spring 2015-1 taught by Keith Yurgosky, University of Scranton from March 2015 to August 2015.

For the exclusive use of K. MATTICE, 2015.
eHarmony

Exhibit 9

709-424

Subscription List Prices in 2002 (monthly equivalents in 2008 dollars)

Membership Length
1 month
3 months
6 months
12 months

eHarmony
59.86
39.92
31.95
24.95

Match
23.91
15.96
11.97
11.97

Yahoo! Personals
23.91
15.96
8.98
8.98

Source: Compiled from http://www.onlinedatingmagazine.com/datingservicereviews/matchcomreview.html, accessed
February 2008. CPI was used to convert 2002 to 2008 dollars (http://www.greatdepressionbook.com/
research/data/us/calc/).

Exhibit 10

Subscription List Prices in 2008

Membership Length
1 month
3 months
6 months
12 months

eHarmony
59.95
39.95
29.95
19.95

Chemistry
49.95
33.32
26.65
26.65

Match
39.99
22.99
19.99
19.99

Yahoo! Personals
29.99
19.99
15.99
13.99

Source: Compiled from company websites,
https://www.eharmony.com/singles/servlet/subscription?PURCHASE_REASON=10,
http://www.match.com/subscribe/subscribe.aspx?lid=1, http://personals.yahoo.com/us/reg/billingsplash,
https://www.chemistry.com/subscribe/subscribe.asp, accessed February 2008.

Exhibit 11

Monthly List Prices in 2008 dollars (based on 12-month commitment)

Name

Service

Price

Offline subscriptions
Boston Sports Club
AT&T
Verizon

Gym access in Boston
900 cell phone minutes
3.0 Mbps Internet Access

74.99
59.99
29.99

One-time online payments
Carfax
Second-hand car history
Equifax
Personal credit rating

24.99
12.95

Online subscriptions
eHarmony
Ancestry
Gmail

19.95
12.95
6.25

On-line dating
Search for ancestors
40 GB extra storage space

Source: Compiled from https://www.google.com/accounts/PurchaseStorage,http://www.ancestry.com/subscribe/
signup.aspx, https://www.eharmony.com/singles/servlet/subscription, http://www22.verizon.com/
ForHomeDSL/Channels/DSL/olo_landing_new.asp, http://www. mysportsclubs.com/member/,
http://www.equifax.com/home/ https://secure.carfax.com/cfm/CCard_Options.cfm.

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