Question: A market researcher wants to see whether people in four regions of a city buy the same brand of dish detergent. He takes a random sample of people in the different areas and asks then which of 10 brands (coded from 1 to 10) they purchase most often. He enters the data into SPSS and runs the One-Way ANOVA procedure. The observed significance level for his F value is 0.00001. What can he conclude based on these results?