An analysis of rankings by region shows that average rankings are the same. However, stores are much more important in the South than in the other regions (particularly the North). Therefore, for this variable, the F-value for the ANOVA is 3.3, with an associated probability of 0.02 (showing the inequality among channels for this variable in the four regions in question). Stores are most important in the South (average 5.5 out of 7), followed by the Midwest (5.33), West (5.21), and North (5.14). There is no difference among the averages for the four regions for the other communication channels. However, a t-test on this variable shows a significant difference between North and South (t 1⁄4 7.8, sig. 1⁄4 0.005). Catalogs and ads are more important for women than men, on average, but these channels are ranked the same by both genders.