Basic Marketing Research with Excel 3rd Edition by Alvin Burns,Ronald Bush

Exercise 3

A researcher is investigating different types of customers for a sporting goods store. In a survey, respondents have indicated how much they exercise in approximate minutes per week. These respondents have also rated the performance of the sporting goods store across twelve difference characteristics such as good value for the price, convenience of location, and helpfulness of the sales clerks. The researcher used a 7-point rating scale for these twelve characteristics, where 1 = poor performance and 7 = excellent performance. How can the researcher investigate differences in the ratings based on the amount of exercise reported by the respondents?