Abstract
This chapter provides an introduction to Factor Analysis (FA): A procedure to define the underlying structure among the variables in the analysis. The chapter provides general requirements, statistical assumptions, and conceptual assumptions behind FA. This chapter explains the way to do FA with IBM SPSS 20.0. It shows how to determine the number of factors to retain, interpret the rotated solution, create factor scores and summarize the results. Fictitious data from two studies are analysed to illustrate these procedures. The present chapter deals only with the creation of orthogonal (uncorrelated) components.
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Notes
- 1.
See Ref. Hair et al. (2010).
- 2.
Value consciousness is defined as a concern for price paid relative to quality received (Lichtenstein et al. 1993).
- 3.
Price consciousness is the degree to which the consumer focuses exclusively on paying low prices (Lichtenstein et al. 1993).
- 4.
Purchase decision involvement (PDI) is defined as the extent of interest and concern that a consumer brings to bear upon a purchase-decision task (Mittal 1989). This scale considers purchase decision task as its goal object, and is considered mindset-not response behaviour.
- 5.
Sale proneness is defined as an increased propensity to respond to a purchase offer because the sale form in which the price is presented positively affects purchase evaluations (Lichtenstein et al. 1990).
Reference
Hair JF Jr, Black WC, Babin BJ, Anderson RE (2010) Multivariate data analysis: a global perspective. Pearson, London
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© 2014 Springer International Publishing Switzerland
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Sreejesh, S., Mohapatra, S., Anusree, M.R. (2014). Exploratory Factor and Principal Component Analysis. In: Business Research Methods. Springer, Cham. https://doi.org/10.1007/978-3-319-00539-3_9
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DOI: https://doi.org/10.1007/978-3-319-00539-3_9
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