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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



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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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


No ofcases=55.0No ofitems

=8


=8


=5


=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





rejected.


3 When only female samples are considered

Total Variance Explained(a)


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


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





rejected.


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)

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