Essentials of Marketing Research 3rd Edition by Joseph Hair ,Mary Celsi ,Robert Bush,David Ortinau

Exercise 4

Analysis of variance (ANOVA) allows you to test for the statistical difference between two or more means. Typically, there are more than two means tested. If the ANOVA results for a set of data reveal that the four means that were compared are significantly different from each other, how would you find out which individual means were statistically different from each other? What statistical techniques would you apply to answer this question?