Final Project Marketing Research!
Avery Fitness Code Book Variable Name
Description Response Options
ID Questionnaire identification number
WEIGHT Utilized weight training in previous 30 days? 0 = no 1 = yes
CLASSES Utilized classes in previous 30 days? 0 = no 1 = yes
CIRCUIT Utilized exercise circuit in previous 30 days? 0 = no 1 = yes
STATION Utilized circulation station in previous 30 days? 0 = no 1 = yes
POOL Utilized therapy pool in previous 30 days? 0 = no 1 = yes
VISITS Number of visits to AFC in previous 30 days? (record number)
DAYPART Normal time to visit AFC? 1 = morning 2 = afternoon 3 = evening
DOCTOR How learned about AFC? Doctor Rec. 0 = no 1 = yes
WOM How learned about AFC? Friend Rec. 0 = no ! = yes
ADVERT How learned about AFC? Advertising 0 = no 1 = yes
SPEAKER How learned about AFC? Heard director speak 0 = no 1 = yes
LOCATION How learned about AFC? Drove by location 0 = no 1 = yes
ARTICLE How learned about AFC? Article in newspaper 0 = no 1 = yes
OTHER How learned about AFC? Other 0 = no 1 = yes
FITNESS Importance for participation: General Health and Fitness
(1–5,“not at all important-very importan”)
SOCIAL Social Aspects SAME
ENJOY Physical Enjoyment SAME
MEDICAL Specific Medical Concerns SAME
RECOM How likely to recommend? (0–10,“not at all likely-extremely likely”)
EVENT What original event caused you to begin AFC? (open ended)
1 = general health/exercise 2 = pool / facilities 3 = rehab / specific medical needs 4 = social considerations 5 = transfer from another center 6 = other
AGE Current Age (record number)
GENDER Gender 1 = male 2 = female
EDUCAT Highest level of education achieved? 1 = less than high school 2 = high school degree 3 = some college 4 = associates degree 5 = four-year college degree 6 = advanced degree
INCOME Annual household income before taxes 1 = $0 – 15,000 2 = $ 15,001 – 30,000 3 = $30,001 – 45,000 4 = $45,001 – 60,000 5 = $60,001 – 75,000 6 = $75,001 – 90,000 7 = $90,001 – 105,000
Avery Fitness Code Book Variable Name
Description Response Options
ID Questionnaire identification number
8 = $105,001 – 120,000 9 = more than $120,000
STATUS Work Status 1 = employed 2 = retired
REVENUE One-year Revenue from Respondent MISSING = BLANK
($$$ from secondary records)