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{"ops":[{"insert":"A popular confectionary brand manufacturing \"dips and salad dressings\" wants to understand what should be the value proposition that it should use to position itself in the minds of consumers. The company asked the respondents to rate Thousand Island dressing on the following parameters and run factor analysis to come up with a solution:\n\nV1 Authentic\nV2 Nutritious\nV3 Healthy\nV4  Good Ingredients\nV5  Tangy\nV6   Sweet and Sour\nV7   Tasty\nV8    Expensive\nV9   Economical\n\n\nThe output factor analysis is presented below:\n\nKMO and Bartlett's Test\n\nKaiser - Meyer - Olkin  Measure of sampling           .888\nAdequacy\n\nBartlett\"s  Test of Approx. chi - square                      800. 400 \nSphericity               Df                                                   36\n                               sig                                                   .000\n\n\nTotal Variance \tExplained\n                             Intial Eigenvalues                                               Extraction sums of squared loadings\n\ncomponent         Total          % of variance       cumlulative %         Total        % of variance   cumulative% \n1                          3.066          30.067                   30.067              3.066           30.067             30.067\n2                            2.021          26.451                   56.517             2.021            26.451             56.517\n3                            1.209           16.436                    72.953             1.209           16.436              72.953\n4                             .679               7.548                     77.501\n5                              .585                6.498                    83.999\n6                              .493                 5.481                    89.480\n7                               416                  4.623                   94.103   \n8                               .303                  3.368                   97.471           .                            \n9                                .228                  2.529                   100.000\n\n\nRotated Component Matrix\n\n                        Component \n                       1                   2                   3\n\nV3                   865              -230             .020\nV4                    778              200               .080\nV6                    .080              .804             .170\nV8                     .040              .054              -8.53\nV9                      .119              .209               .762\nV2                        880               -.128              -.001\nV1                        .858                -.118              .026\nV5                         -.120              .771               -.076\nV7                          -.160               .775                .095\n\nExtraction Method: Prinicipal Component Analysis.\nRotation Method: Varimax with Kaiser\nNormalization.\nRotation converged in 4 iterations.\n\n\nBased on the above output tables, answer the following questions:\na. does the factor analysis give significant results? interpret KMO and Bartlett's.\nb. Based on eigen values how many factors are emerging?\nc. what percentage of variation is explained by those factors?\nd. what are the variables better represented by each factor?\ne. identify the surrogate variable for each other\nf. give a suitable name to the factors\n\n"}]}

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