Factor Analysis Results

15:40 Sunday, February 12, 2012

1

The FACTOR Procedure
Input Data Type

Raw Data

Number of Records Read

150

Number of Records Used

150

N for Significance Tests

150

the number of respondents are 150 and there areno missing values
as data of all 150 respondents have been used.

Generated by the SAS System ('Local', W32_VSHOME) on February 12, 2012 at 04:25:42 PM

23547 0.05083 -0.02126 0.07403 -0.01254 -0.02900 -0.01400 -0.07985 0.11714 1.01944 0.00000 -0.04183 Var -0.02067 -0.02037 -0.00197 0.13512 Brand Var 1.01958 -0.10873 0.00000 -0.01128 -0.00000 0.07985 1.11472 -0.27526 -0.03030 -0.13856 0.05473 -0.12394 -0.07377 0.04448 -0.11180 -0.02435 -0.11647 -0.03462 Finish 0.02802 0.14419 -0.01542 0.11076 0.05865 0.04179 0.04151 Style 0.02603 0.03895 -0.13013 Fit 0.02067 0.04151 1.12393 0.23547 -0.14419 -0.00067 -0. W32_VSHOME) on February 12.11180 0.05473 1.04179 0.03030 -0.10635 CelEnd 0.07027 0.11202 Style -0.06499 -0.04904 Fit 0.02799 0.01958 0.00992 0.00067 0.03895 Price 0.11714 -0.08907 0.14094 -0.15645 -0.20055 Avail -0.00000 0.03462 -0.11202 -0.20055 0.00000 Generated by the SAS System ('Local'.14828 0.02126 Diff 0.00992 0.12394 0.00000 0.00000 0.02603 -0.03682 -0.00362 0.09021 -0.00000 0.05865 0.05083 -0. February 12.00221 -0.11076 0.10111 Partial Correlations Controlling all other Variables SalesPer Price Brand Var 0.06296 0.07377 0.00000 -0.04183 -0.01128 1.09021 -0.00000 -0.10635 0.01400 1.19050 -0.12393 0.08619 SalesPer 1. 2012 at 04:25:42 PM 2 .01944 -0.16006 -0. 2012 The FACTOR Procedure Initial Factor Method: Principal Components Partial Correlations Controlling all other Variables Avail Style Fit Personal Finish Diff CelEnd Ads 0.02037 0.19512 -0.00098 Price 0.06296 0.16006 0.07403 -0.03682 -0.02802 Personal 0.27526 -0.01254 Brand -0.00098 -0.13013 Personal 0.11647 -0.15645 0.02435 Avail 1.13856 Finish 0.02900 0.04904 -0.00000 0.19050 -0.10873 CelEnd Ads -0.11472 -0.02799 1.08619 0.14094 0.13512 0.08907 Ads 0.01542 SalesPer -0.Factor Analysis Results 15:40 Sunday.10111 Diff 0.14828 1.04448 0.00197 0.19512 -0.06499 0.07027 1.00221 0.00000 0.25167 -0.25167 0.00362 -0.

February 12. Personal.50412190 Kaiser's Measure of Sampling Adequacy: Overall MSA = 0.9065 11 0.Factor Analysis Results 15:40 Sunday.5568 6 1. As a measure of sampling adequacy. KMO can be used to identify which variables to drop from the factor analysis because they lack multicollinearity. the individual KMO's of itmes like Style.5 and hence the items lack in mlticollinearity and hence are likely candidate for removal from the analysis The eigenvalue for a given factor measures the variance in all the variables which is accounted for by that factor.0483 0.49071945 0.05085552 0.0000 12 0.49326416 Avail 0. In this table Factor 1 to Factor 6 have eigen values above 1 and we will only consider these six factors for the study.09972146 0.06444084 0.41686552 0.1030 0.0728 0.6444 7 0.46299909 0.0906 0. Technique.23555480 0.1181 0.1393 2 1.2574 3 1.1393 0. 2012 at 04:25:42 PM .17755786 0.50409099 0.8528 10 0.03604750 0.11982134 0.87329765 0.27160230 0. If a factor has a low eigenvalue. In the given tables it is observed that the Model KMO is .9548 0. Sales Per.7892 9 0.44672146 0.5 indicating the lack of sampling adequcy. 2012 3 The FACTOR Procedure Initial Factor Method: Principal Components Kaiser's Measure of Sampling Adequacy: Overall MSA = 0.493 and hence less than the cut off value of .03681965 0.0452 1.14526322 0.47217369 0.0637 0.76381973 0.0537 0.49326416 Ads SalesPer Price Brand Var 0. Secondly. Finsih.7172 8 0.57955755 0.46559553 0. The ratio of eigenvalues is the ratio of explanatory importance of the factors with respect to the variables.54472282 Style Fit Personal Finish Diff CelEnd 0.0720 0.50604929 0.08667437 0. then it is contributing little to the explanation of variances in the variables and may be ignored as redundant with more important factors.50173726 0.64399838 0. W32_VSHOME) on February 12.3633 4 1.45524702 0.4663 5 1.03581886 0.column-wise for each factorcell1^2+cell2^2+cell3^2+…… 6 factors will be retained by the MINEIGEN criterion. the KMO predicts if data are likely to factor well based on correlation and partial correlation.54273790 The Measure of sampling adequacy is measured by the Kaiser-Meyer-Olkin (KMO) statistic. Price and Brand are also below .14888043 0.0876 0.54449346 Prior Communality Estimates: ONE Eigenvalues of the Correlation Matrix: Total = 12 Average = 1 Eigenvalue Difference Proportion Cumulative 1 1.25462956 0.00975646 0. Generated by the SAS System ('Local'.1060 0.67149508 0.86354119 0.

19963 0.08600 -0.00376 0. 2012 4 The FACTOR Procedure Initial Factor Method: Principal Components Unrotated component matrix Factor Pattern Factor1 Factor2 Factor3 Factor4 Factor5 Factor6 Avail 0.40408 0.15335 0.03699 -0.16634 Finish 0.Factor Analysis Results 15:40 Sunday. Also all calculations for eigen values and communalities has to be based on rotated component matrix and not the unrorated component matrix.52945 Ads -0.26954 0.48918 -0.06368 -0. 2012 at 04:25:42 PM .03891 Style -0..31533 -0.35557 -0.57375 0.17716 -0.17400 0.51677 0. W32_VSHOME) on February 12.30528 0.29913 0.24103 -0.28882 0.54139 0.26941 0.56053 0.08534 0.37898 CelEnd -0.04257 0.06353 -0.39318 -0.41145 0.49895 0.05318 0.11554 Fit 0.44303 0.30446 -0.44753 0.42049 -0.17926 Personal 0.37432 0.55205 0.00938 -0.33955 0.06041 0.06745 -0.02974 0.18426 0.17732 0.31720 -0. If the rotated component matrix is given interpretation of the factor analysis has to be done based on the the rotated component matrix and not the factor pattern or unrotated component matrix.50098 this is the unrotated component matrix were no assumptions regarding the collinerity or non collinearity of factors are made.17036 Brand -0.48485 -0.43733 0.31039 -0.43464 0.36497 0.16135 Var 0.26028 SalesPer 0.08597 -0.26893 -0.07501 0. February 12.49075 0.24629 0. Generated by the SAS System ('Local'.44901 0.09040 0.59570 0.45695 0.35892 0.39324 Price 0.15437 Diff 0.34468 -0.00441 0.

. The communality measures the percent of variance in a given variable explained by all the factors jointly and may be interpreted as the reliability of the indicator.70464196 0.64786095 0.4168655 1.68710333 Style Fit Personal Finish Diff CelEnd 0. Generated by the SAS System ('Local'.733048 Avail 0.2355548 1.67447459 0. W32_VSHOME) on February 12. 2012 at 04:25:42 PM .60016353 0. 2012 5 The FACTOR Procedure Initial Factor Method: Principal Components Variance Explained by Each Factor Factor1 Factor2 Factor3 Factor4 Factor5 Factor6 1.55818087 0.69953515 0.2716023 1.59956096 Communality.Factor Analysis Results 15:40 Sunday. h2.65515815 Ads SalesPer Price Brand Var 0.0508555 Final Communality Estimates: Total = 7. Techniquerow-wise for each variable ----cell1^2+cell2^2+c ell3^2+………. February 12.6714951 1.0866744 1.73602340 0. is the squared multiple correlation for the variable as dependent using the factors as predictors.63843013 0.53191456 0.

33922 -0.primarily by removing the items which cross load.06202 0.10855^2+ .70391 Price 0..11164 0.3058007 1.3290548 1.16739^2 + .08525 0.41308)^2 = eigen value of the Factor 1 Brand Variance Explained by Each Factor Factor1 Factor2 Factor3 Factor4 Factor5 Factor6 1..71539 0.77825 -0.61260 6 -0.16777 -0.32607 -0.60706 5 0.41308 -0.32190 0.47877 -0.02931 -0. 6 All these arew the factor loadings.06493 -0.02234 Rotated Factor Pattern Factor1 Factor2 Factor3 Factor4 Factor5 Factor6 .75091 0.00068 Style 0..03904 0.52477 0.06033 0.79219?^2+ (-.60352 -0..63114 0..21954 0.19847 0.73654 -0..79219 -0.68245 0.2446458 Rotated Component Matrix.+ (-.05223 -0.00506 -0.3064084 1..37881 0.27004 0.19051 0. The factor loadings are the correlation coefficients between the variables (rows) and factors (columns).+.13894 0.78056 -0.73853 0.Factor Analysis Results 15:40 Sunday.10855 0. In here Varimax rotation has been applied.22894 0.04443 Ads 0.53469 -0.33117 3 -0.07190 CelEnd -0.16739 0.07357 0.2760303 1.05643 0.42108 0.04971 0. 4.13501 0..43219 3 4 5 6 0..19562 0.06492 -0.27586 0.10696 0.13995 0.61025 4 -0.00779 -0.82795 -0.. This table is an outcme of the application of variamax rotation.04363 -0.21937 -0.01884 0.09788 -0.73200 -0.03384 0.60352^2+ .08894 -0. W32_VSHOME) on February 12.04363 is the correlation between Cell End and Factor 3 From this table it is apparent that items Avail and Var load in Factor 1 Items Style and Cell End loadin Factor 2 Items Finish and Fit load in Factor 3 Item Brand loads in Factor 4 Diff anD Personal load in Factor 5 Item Price and Sales Per load in Factor 6. Generated by the SAS System ('Local'...2711075 1.01005 -0.75829 0.18245 0.19780 0.08752 -0..34742 0. Thus . 5.06776 -0.05642 -0.01483 -0. Factor loadings should be atleast ..2 should be taken care off.12426 0.07287 -0. After identifying the appropriate factors it is necessary to lable/ name the factors based on the items that have loaded under it.15786 0.51028 Fit ..07189 0.27259 0.18597 0.09626 -0.25925 -0.21609 0...23975 0.5 and all cross loadings or -ve loadings in the range of .01141 -0.00799 Personal 0.79219^2+ .15072 Finish -0.43079 0.03031 0.02611 Diff 0.30332 0. A variamx rotation is done on the assumption that factors are not correlated that is there is orthoginality among the factors.05246 0.02026 0.24287 0...05660 -0.19515 0. 2012 at 04:25:42 PM .10989 Var 0. February 12. 2012 6 The FACTOR Procedure Rotation Method: Varimax Orthogonal Transformation Matrix 1 2 1 0.66497 SalesPer -0. 3.06055 0.55264 2 0.10980^2 = Communality of the item Availability Avail 0.08475 -0..20502 0.08235 0.55258 0.05699 0.41547 0.06033)^2 +. In this table the Factor 1 is not correlated with Factor 2..20705 -0..

2012 at 04:25:42 PM 7 .60016353 0.53191456 0.67447459 0.733048 Avail 0.69953515 0.64786095 0.68710333 Style Fit Personal Finish Diff CelEnd 0. 2012 The FACTOR Procedure Rotation Method: Varimax Final Communality Estimates: Total = 7.73602340 0.65515815 Ads SalesPer Price Brand Var 0.63843013 0. W32_VSHOME) on February 12. February 12.70464196 0.55818087 0.59956096 Generated by the SAS System ('Local'.Factor Analysis Results 15:40 Sunday.