Problem: A two-wheeler manufacturer is interested in determining which variables his potential customers think about when they consider

his product. The research team surveys 20 two-wheeler owners for this purpose. The respondents were asked to indicate on a 7-point scale ( !completely agree" 7! completely disagree#" their agreement or disagreement on a set of 0 statements relating to their perceptions and some attributes of the twowheelers. $ased on the apparent similarity of some of these statements and the large number ( 0# of variables it was decided to use factor analysis on this data. The ten statements are as follows% . & use a two-wheeler because it is affordable. 2. &t gives me a sense of freedom to own a two-wheeler. '. (ow-maintenance cost makes a two-wheeler very economical in the long run. ). A two-wheeler is essentially a man*s vehicle. +. & feel very powerful when & am on my two-wheeler. ,. -ome of my friends who don*t have two-wheeler are very .ealous of me 7. & feel good whenever & see an ad for my two-wheeler on my T/" maga0ine or a hoarding. 1. 2y vehicle gives me a comfortable ride. 3. & think two-wheelers are a safe way to travel. 0. Three people should be legally allowed to travel on a two-wheeler.
Question Number 3 1 2 2 4 2 3 5 3 2 2 1 1 4 2 1 3 2 1 2 2

Respondents. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20

1 1 2 2 5 1 3 2 4 2 1 1 1 3 2 2 5 1 2 3 4

2 4 3 2 1 2 2 2 4 3 4 5 6 1 2 5 6 4 3 3 3

4 6 4 1 2 5 3 1 4 6 2 3 1 4 2 3 2 2 1 3 7

5 5 3 2 2 4 3 2 4 5 1 2 1 4 2 2 1 1 2 4 6

6 6 3 1 2 4 3 1 5 6 2 3 1 3 2 3 3 2 2 3 6

7 5 3 1 2 4 3 2 3 5 1 2 1 3 2 2 2 1 2 4 6

8 2 5 7 3 1 6 4 2 1 4 2 1 6 1 2 5 1 3 3 2

9 3 5 6 2 1 5 4 3 4 4 2 2 5 3 1 5 1 2 3 3

10 2 2 2 3 2 3 5 3 1 1 1 2 3 2 6 4 3 2 3 6