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Strongly Agree
5
1.
2.
3.
Strongly Disagree
1
10
Characteristics
Factor Analysis seeks to resolve a large set of
measured (manifest) variables in terms of
relatively few categories known as factors.
No criterion or predictor subsets.
Examines the overall association amongst
variables
Based on linear correlation and assumes data
in metric scale( interval or ratio)
It serves the purpose of scientific parsimony.
Subjectivity is involved in naming the factor.
Product Quality
.248
- .501
- .081
.670
E-Commerce
.307
.713
.306
.2884
Technical Support
.292
- .369
.794
- .202
Complaint Resolution
.871
.031
- .274
- .215
Advertising
.340
.581
.115
.331
Product Line
.716
- .455
- .151
.212
Salesforce Image
.377
.752
.314
.232
Competitive Pricing
- .281
.660
- .069
- .348
.394
- .306
.778
- .193
.809
.042
- .220
- .247
Delivery Speed
.876
.117
- .302
- .206
Complaint Resolution
.933
Delivery Speed
.931
.886
Salesforce Image
.898
E-Commerce
.868
Advertising
.743
Technical Support
.940
.933
Product Quality
.892
Competitive Pricing
-.730
Issues involved(Contd)
Default Eigen value and changing it.
Selecting a cut off point for factor loading.
Two views: 0.33 or 0.50. It should be same for
all the factors
Subjectivity involved in extracting the factor
and giving name.
Number of observations should be = 5 X No of
Variables used.
Example 2
Factor 1 (Upmarketness)
Expensive (0.80)
Celebrity endorsement (0.79)
Exclusive show room ( 0.69)
Factor 2 (Loyalty)
Brand Loyalty ( 0.81)
Store Loyalty (0.59)
Factor 3 (Economy)
Discount (0.89)
Special offer (0.81)
Cluster Analysis
A classificatory technique
Cluster Analysis classifies objects e.g.
respondents, products or entities so that each
object is very similar to others within the cluster
with respect to some predetermined selection
criterion or variable specified.
The resulting clusters of objects exhibit high
internal (within the cluster) homogeneity and high
external (between the cluster) heterogeneity.
One can determine how many mutually exclusive
groups or clusters are there in the sample or
population.
Features of CA Contd
The solutions are not unique as the cluster
membership may differ with respect to the
variables used. Addition or deletion of variables
can have substantial impact on resulting solutions.
The Euclidian distance in the Dendogram is used
to find clusters. It is done manually and several
trial & error method is applied.
In general, it is judgmental and devoid of
statistical inference from sample to population
using probability measures. However, the results
of a representative sample may be used for
arriving at conclusions about the population .