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Transcript of AMR asnmnt
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PROJECT OBJECTIVE
1. To reduce the number of attributes associated with buying of Laptops
by the students of Tezpur University by using factor analysis method.
2. To find the reliability of the findings as obtained from the factor
analysis.
SCOPE OF THE STUDY
The scope of the study is limited to the students of the Tezpur University.
LIMITATION OF THE STUDY
1. The survey was limited to students of the Tezpur University.
2. Sampling error might have occurred because no sample is a
perfect representation of a given population unless the sample
size equals the population.
3. Response error might have occurred.
4. Since the report is based on primary data and personal interview, occurrence
of personal bias cannot be ruled. For respondents bias make take place if one
tries to reflect his personality in a better way.
SOURCES OF DATA
Primary Source: - Primary data was obtained through the questionnaire
designed for the different corporate offices in Guwahati.
Secondary Source: - No secondary data was used for the survey.
Data Collection methods:
The primary data was collected using the following methods:-
a) Questionnaire
b) Personal Interview: -
SAMPLING PLAN:
A) Population: - All the students from the different departments of a
University.
B) Element: - All the students from Tezpur University are the element
for the study.
C) Sample Size: - 58 students from Tezpur University are the sample
of the study both male and female.
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D) Sampling method: - The sampling used was judgmental and
convenience sampling for the survey.
ANALYSIS OF THE STUDY
1.When all the samples of the study are consideredTotal Variance Explained
Component Initial Eigenvalues
Extraction Sums of SquaredLoadings Rotation Sums of Squared Loadings
Total% of
VarianceCumulative
% Total% of
VarianceCumulati
ve % Total % of VarianceCumulativ
e %
18.064 29.868 29.868 8.064
29.86
8
29.86
8
3.585 13.278 13.278
22.893 10.716 40.583 2.893
10.716
40.583
3.240 11.998 25.276
31.946 7.208 47.791 1.946 7.208
47.791
2.817 10.432 35.708
41.717 6.360 54.151 1.717 6.360
54.151
2.663 9.864 45.572
51.665 6.168 60.319 1.665 6.168
60.319
2.464 9.125 54.697
61.386 5.134 65.453 1.386 5.134
65.453
2.127 7.877 62.574
7 1.148 4.253 69.707 1.148 4.253 69.707
1.926 7.133 69.707
8 .995 3.686 73.3939 .894 3.312 76.70510 .787 2.917 79.62111 .771 2.856 82.47712 .713 2.639 85.11613 .634 2.348 87.46414 .520 1.925 89.38915 .474 1.754 91.14416 .412 1.524 92.66817 .377 1.398 94.06618 .302 1.118 95.18419 .268 .991 96.17620 .218 .808 96.98421 .189 .701 97.68522 .175 .648 98.33323 .135 .498 98.83224 .113 .418 99.25025 .092 .341 99.59126 .066 .244 99.835
27 .044 .165 100.000
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Extraction Method: Principal Component AnalysisHere we see that 7 factors are representing 69.707% of the cases, so wecan conclude that the 27 factors we have taken can be reduced to
Rotated Component Matrix(a)
Component
1 2 3 4 5 6 7F_price -.114
.088 -.067 .059 .088 .254 .820
F_battery back .304
.033 .270 .136 -.308 .123 .654
F_harddisk .335
.436 .492 .167 .130 .060 .331
F_warranty .125
.276 .436 .000 .128 .361 .089
F_wireless .834
.220 .002 .133 .026 -.016 .119
F_bluetooth .536
.189 .383 .001 .421 -.332 .207
F_LAN .852
.089 .149 .093 .155 -.061 -.060
F_Graphcard .313
-.039 .069 .102 .722 .255 -.136
F_soundqual .536
-.048 .422 .214 .277 -.058 .052
F_webcam .390
-.207 .173 -.099 .380 -.167 .511
F_CD/DVDwriter
.787 .105 -.008 .089 .132 .351 .031
F_Powrsav .139
.131 .815 .043 -.035 .097 .069
F_weight .323
.180 .213 .637 -.021 .247 -.043
F_scrnsize .002
.152 .363 .701 .284 .216 -.038
F_Fcerecog .112
-.059 -.298 .698 .038 -.092 .362
F_Oprtngsyst
m
.
053.274 .071 .246 -.046 .773 .154
F_Durablty . .214 .333 -.091 .228 .732 .131
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008F_shockabsorbnt
-.066
.237 .597 .388 .063 .275 -.090
F_LockFacility .080
.556 .302 .534 .160 .019 .073
F_Heatabsrber .280
.469 .397 .462 -.029 -.034 .095
F_resolution -.034
.249 .051 .069 .397 -.098 .255
F_gaming .225
.183 .095 .521 .512 -.230 -.041
F_videocard .105
.071 -.010 .081 .841 .134 .013
F_brand .008
.778 .010 .071 .033 .316 .199
F_Aftrsalesservice
.146 .700 .241 -.066 .220 .197 -.215
F_Aesthetics .082
.679 .451 .173 .100 .099 -.071
F_colour .407
.614 -.010 .296 -.111 .113 .058
Extraction Method: Principal Component Analysis. Rotation Method:Varimax with Kaiser Normalization.a Rotation converged in 15 iterations.
ScreePlot
Component Number
27252321191715131197531Eigenvalue
10
8
6
4
2
0
Factor1(Communication)
Factor2Quality
Factor3Assurance
Factor4Handling
Factor5Graphics
Factor6Operations
Factor7Economy
1. Wireless2. Bluetooth3. LAN4. Sound Quality
5. CD/DVD
1. Lockfacility2. Heatabsorber3. Brand4. After
sales5. Aest
1. Hard disk2. Warranty3. Powersaving
4. Shock
1. Weight2. Screensize3. Face
recognition
1. Graphiccard2. Resolution3. Ga
ming*4. Vid
1. Operatingsystem2. Durability
1. Price2. BatteryBackup3. We
bcam
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writer hetics6. Colour
absorbent
eocard
R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A)
No ofcases=55.0No of Items =
5
N of Cases =57.0N of Items = 6
N of Items =57N of Items =4
N of Cases =56.0N of Items =3
N of Cases =57.0N of Items =4
N of Cases =57.0N of Items = 2
N of Cases =56.0N of Items = 3
Alpha = .8511
Alpha = .8477
Alpha =.7347
Alpha =.6201
Alpha =.3179
Alpha =.7498
Alpha =.5744
Reliable Reliable Reliable NotReliable
NotReliable
Reliable NotReliable
*Gaming has been transferred to factor 5 although it comes under factor 4
according to the analysis as it matches to the factors under 5.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of
Sampling Adequacy..671
Bartlett's Testof Sphericity
Approx. Chi-Square
840.372
df 351Sig. .000
From the table it is found that KMO value is greater than 0.5, thus
findings are desirable.
Bartetts test of sphericity
H0= There is relationship between the factors
H1= There is no relationship between the factors
Here the p-value of .000 which is less than .1, therefore null hypothesis is
rejected.
Therefore there is no relationship between the factors.
2.When only male samples are considered
Total Variance Explained(a)
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Component Initial Eigenvalues
Extraction Sums ofSquared Loadings
Rotation Sums of SquaredLoadings
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Total
% ofVariance
Cumulative
% Total
% ofVariance
Cumulative
% Total
% ofVarian
ceCumulative
%
18.794
32.571
32.5718.79
432.57
132.571
4.822
17.860
17.860
2 4.568 16.920
49.492 4.568
16.920
49.492 4.817
17.839
35.700
32.160 8.000 57.491
2.160
8.000 57.4913.30
812.25
247.952
41.786 6.616 64.107
1.786
6.616 64.1072.14
07.926 55.878
51.605 5.945 70.052
1.605
5.945 70.0522.00
27.414 63.291
61.348 4.993 75.045
1.348
4.993 75.0451.86
26.897 70.188
7 1.150 4.258 79.303 1.150 4.258 79.303 1.831 6.782 76.971
81.082 4.007 83.310
1.082
4.007 83.3101.71
16.339 83.310
9 .976 3.614 86.92310 .639 2.366 89.28911 .611 2.264 91.55312 .519 1.923 93.47513 .454 1.681 95.15714 .388 1.437 96.59315 .276 1.022 97.615
16 .195 .724 98.33917 .179 .662 99.00018 .087 .322 99.32319 .067 .249 99.57120 .062 .229 99.80121 .027 .101 99.90122 .016 .060 99.96223
.010 .038100.00
0
24 2.429E-16
8.996E-16
100.000
25 -8.183E-17
-3.031E-16
100.000
26 -2.791E-16
-1.034E-15
100.000
27 -8.978E-16
-3.325E-15
100.000
Extraction Method: Principal Component Analysis.
a Only cases for which Gender = Male are used in the analysis phase.
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Here we see that 8 factors are representing 83.310% of the cases, so wecan conclude that the 27 factors we have taken can be reduced to 8.
Scree Plot
Component Number
27252321191715131197531
Eigenvalue
10
8
6
4
2
0
-2
Rotated Component Matrix(a,b)
Component
1 2 3 4 5 6 7 8F_price .002 .197 .011 .177 .871 .006 .033 .109F_batteryback
.313 .153 .246 .043 .639 .290 -.354 .091
F_harddisk .633 .539 .190 .274 .246 .045 -.101 .043F_warranty
.106 .435 .404 -.198 .267 .155 .371-.36
3F_wireless .856 .101 .020 .177 -.084 -.097 .294 .164
F_bluetooth .784 -.106 .095 .257 .120 .150 -.104 -.031
F_LAN.867 .072 .150 .108 -.166 .096 .028
-.177
F_Graphcard.258 .048 .174 .307 -.121 .060 .828
-.096
F_soundqual.728 -.102 .263 -.012 .213 .149 .076
-.392
F_webcam .725 -.301 -.151 -.183 .142 .359 .116 .198F_CD/DVDwri .634 .354 .052 -.043 .040 .146 .503 -.02F_Powrsav
.417 .370 .229 .321 .200 .239 -.370-.26
2F_weight .221 .467 .519 .316 -.115 .141 .010 .060F_scrnsize .106 .328 .689 .470 .010 .241 -.023 .108F_Fcerecog
-.098 .133 .151 .033 .235 .176 -.042.
781F_Oprtngsystm
-.120 .712 .411 -.144 .228 -.199 .110 .244
F_Durablty-.002 .783 .231 -.278 .279 .092 .039
-.327
F_shockabsorbnt
.007 .814 .170 .069 -.067 -.002 .019 .040
F_LockFacilit
y .065 .555 .604 .029 -.098 .270 -.073 .321F_Heatabsrber .242 .548 .248 -.020 -.169 .589 -.186 .196
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F_resolution .312 -.125 .105 .185 .187 .821 .169 .039F_gaming .182 -.066 .135 .879 .152 .044 .129 .056F_videocard
.455 .059 .118 .574 .189 .167 .395-.20
9F_brand -.029 .820 .089 .082 .408 -.142 .043 .100
F_Aftrsalesservice -.047 .556 .170 .267 .033 .277 .271 -.475F_Aesthetics
.081 .365 .747 .092 .111 .267 .023-.08
8F_colour
.155 .092 .870 .024 .131 -.172 .173-.00
9
Extraction Method: Principal Component Analysis. Rotation Method:Varimax with Kaiser Normalization.a Rotation converged in 14 iterations.b Only cases for which Gender = Male are used in the analysis phase
Factor1Facilities
Factor2Assurance
Factor3Features
Factor4Gamezone
Factor5Economic
Factor6Resolution
Factor7Graphiccard
Factor8Facerecognition
F_soundqualF_webcamF_CD/DVDwriterF_PowrsavF_wirelessF_bluetooth
F_LANF_harddisk
F_warrantyF_OprtngsystmF_DurabltyF_shockabsorbntF_brandF_Aftrsaless
erviceF_Heatabsrber*
F_weightF_scrnsizeF_LockFacilityF_AestheticsF_colour
F_videocardF_gaming
F_priceF_battery back
F_resolution
F_Graphcard
F_Fcerecog
R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A)
No ofcases=55.0No ofitems
=8
No ofcases=57.0No ofitems
=8
No ofcases=56.0No ofitems
=5
No ofcases=57.0No ofitems
=2
No ofcases=56.0No of
items=
2Alpha=0.8541
Alpha=0.8371
Alpha=
0.8329
Alpha=
0.6680
Alpha=0.6285
Reliable
Reliable Reliable
NotReliable
NotReliabl
e* Heat absorbent has been transferred to factor 2 although it comes under
factor 6 according to the analysis as it matches to the factors under 2.
* In case of factors 6, 7and 8, the reliability testing is not possibleas there are only one variable under this factors.
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KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure ofSampling Adequacy. .671
Bartlett's Testof Sphericity
Approx. Chi-Square
840.372
Df 351Sig. .000
From the table it is found that KMO value is greater than 0.5, thus findings
are desirable
Bartetts test of sphericity
H0= There is relationship between the factors
H1= There is no relationship between the factors
Here the p-value of .000 which is less than .1, therefore null hypothesis is
rejected.
Therefore there is no relationship between the factors.
3 When only female samples are considered
Total Variance Explained(a)
Component Initial Eigenvalues
Extraction Sums of SquaredLoadings
Rotation Sums of SquaredLoadings
Total
% ofVarianc
eCumulati
ve % Total% of
VarianceCumulati
ve % Total% of
VarianceCumulati
ve %
1 8.865 32.835 32.835 8.865 32.835 32.835 4.435 16.425 16.425
2 3.033 11.233 44.068 3.033 11.233 44.068 3.390 12.557 28.982
3 2.315 8.575 52.643 2.315 8.575 52.643 3.353 12.419 41.401
4 1.987 7.358 60.001 1.987 7.358 60.001 2.774 10.273 51.674
51.786 6.613 66.614 1.786 6.613 66.614 2.723 10.085 61.7596 1.594 5.905 72.519 1.594 5.905 72.519 1.998 7.400 69.159
7 1.270 4.706 77.224 1.270 4.706 77.224 1.686 6.243 75.401
8 1.161 4.300 81.524 1.161 4.300 81.524 1.653 6.122 81.524
9 .901 3.338 84.862
10 .791 2.929 87.791
11 .582 2.157 89.947
12 .484 1.793 91.740
13 .427 1.580 93.320
14 .397 1.470 94.790
15 .337 1.248 96.037
16 .243 .901 96.93817 .192 .710 97.648
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18 .175 .649 98.297
19 .162 .600 98.897
20 .121 .450 99.347
21 .065 .240 99.587
22 .043 .160 99.747
23 .028 .103 99.85024 .017 .064 99.914
25 .013 .048 99.962
26 .006 .024 99.986
27 .004 .014 100.000
Extraction Method: Principal Component Analysis.a Only cases for which Gender = Female are used in the analysis phase.
Here we see that 8 factors are representing 83.310% of the cases, so wecan conclude that the 27 factors we have taken can be reduced to 8.
Scree Plot
Component Number
27252321191715131197531
Eigenvalue
10
8
6
4
2
0
Rotated Component Matrix(a,b)
Component
1 2 3 4 5 6 7 8F_price .019 -.026 -.087 -.013 -.076 .036 -.073 .873F_batteryback
.152 .089 -.042 -.072 .862 -.239 -.050 -.003
F_harddisk .468 .398 .230 -.006 .410 -.063 -.225 .331F_warranty .079 -.100 .241 .040 .563 .324 .246 .459
F_wireless .578 .079 .370 -.057 .212 .383 .072 .394F_bluetooth .734 .086 .234 .275 .336 .246 .179 .063F_LAN .816 .061 .144 .223 .119 .231 -.109 -.026F_Graphcard .597 .060 -.140 .576 .138 .146 .177 .015F_soundqual .337 .767 .124 .183 -.096 .101 .111 -.143F_webcam .687 .138 .092 .275 -.031 -.033 .175 -.011F_CD/DVDwriter
.688 .144 .121 .110 .019 .100 .546 -.098
F_Powrsav .072 .150 .189 -.181 .718 .234 .314 -.291F_weight .130 .383 -.031 .056 -.035 .857 -.097 .042F_scrnsize .083 .815 .098 .110 -.051 .411 .079 .126
F_Fcerecog .134 .269 -.081 .616 -.293 .427 .143 .130F_Oprtngsyst .346 .083 .043 .094 .197 -.050 .715 -.208
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mF_Durablty .758 .345 .150 -.042 .000 -.334 .120 .062F_shockabsorbnt
.095 .841 .091 .014 .340 -.004 .142 -.037
F_LockFacilit
y
.281 .468 .442 .413 .206 .158 -.037 .119
F_Heatabsrber
.153 .494 .434 .348 .465 .078 -.067 .046
F_resolution -.019 .159 .188 .248 -.031 -.079 .603 .427F_gaming .193 .481 .222 .731 .053 .082 -.019 -.082F_videocard .196 -.044 .007 .899 -.112 -.116 .142 .004F_brand .209 .060 .813 -.030 -.258 -.296 .132 .023F_Aftrsalesservice
.492 .262 .601 -.179 -.026 -.221 -.149 .065
F_Aesthetics .033 .160 .810 .121 .406 .008 .181 -.038F_colour .134 .077 .854 .055 .146 .279 .048 -.049
Extraction Method: Principal Component Analysis. Rotation Method:Varimax with Kaiser Normalization.a Rotation converged in 24 iterations.b Only cases for which Gender = Female are used in the analysis phase.
* In case of factors 6 and 8, the reliability testing is not possibleas there are only one variable under this factors.
Factor 1Facility
Factor2EXTRAFACILITY
Factor3BRAND
Factor4GAMING
Factor5ASSURANCE
Factor6
Factor7OPERATION
Factor8
Hard diskWirelessBluetooth
LANGraphicscardWebcamDurabilityF_CD/DVDwriter
SoundqualityScreen size
Shockabsorbent
Lock Facility
Heatabsorber
ColourAesthetics
AftersalesserviceBrand
Facerecognition
GamingVideocard
BatterybackupWarranty
Power save
Weight
Resoluti
on
Operating
system
Price
R E L I A B I L I T Y A N A L Y S I S - S C A L E (A L P H A)
No of
cases=56.0No of
items=8
No of
cases=56.0No of
items=5
No of
cases=57.0No ofitems
=4
No of
cases=57.0No ofitems
=3
No of
cases=57.0No of
items=3
No of
cases=57.0No of
items=2
Alpha=0.8128
Alpha=0.8014
Alpha=0.7845
Alpha=0.5479
Alpha=0.5798
Alpha=0.0859
Reliable Reliable Reliable Notreliable
Notreliable
Notreliable
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KMO and Bartlett's Test(a)
Kaiser-Meyer-Olkin Measure ofSampling Adequacy. .401
Bartlett's Testof Sphericity Approx. Chi-Square 643.651df 351Sig. .000
a Only cases for which Gender = Female are used in the analysis phase.From the table it is found that KMO value is lesser than 0.5, thus findings
are not desirable
Bartetts test of sphericity
H0= There is relationship between the factors
H1= There is no relationship between the factors
Here the p-value of .000 which is less than .1, therefore null hypothesis is
rejected.
Therefore there is no relationship between the factors.
An Assignment on ADVANCED
MARKETING RESEARCHTopic: Factor Analysis
Submitted to
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Dr. Mrinmoy Kr Sarma,
Department of Business Administration
Tezpur University
Submitted by
Sanjeeb Kr. Choudhury(BAM08007)
Hemendu Arnav Neog(BAM08010)
Sreema Baidya (BAM08034)