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Dr. R. RAVANAN
Joint Director of Collegiate Education, Chennai Region
Former Principal, Presidency College, Chennai
Former Head, Dept of Statistics, Presidency College
E-mail: ravananstat@gmail.com
2. The worked out example in the chapter will help clarify the use of Factor
Analysis in Marketing Research
Twenty 2-wheeler users were surveyed about their perceptions and image
attributes of the vehicles they owned. Ten questions were asked to each of
them, all answered on a scale of 1 to 7 (1= completely agree, 7= completely
disagree).