FACTOR

/VARIABLES Billboards WOM Print TV Radio

/MISSING LISTWISE
/ANALYSIS Billboards WOM Print TV Radio
/PRINT UNIVARIATE INITIAL CORRELATION SIG KMO EXTRACTION ROTATION
/FORMAT SORT BLANK(.10)
/PLOT EIGEN
/CRITERIA FACTORS(3) ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.

Factor Analysis
Notes
Output Created

10-Mar-2014 21:35:43

Comments
Input

Active Dataset

DataSet2

Filter

<none>

Weight

<none>

Split File

<none>

N of Rows in Working Data

72

File
Missing Value Handling

Definition of Missing

MISSING=EXCLUDE: User-defined
missing values are treated as missing.

Cases Used

LISTWISE: Statistics are based on cases

with no missing values for any variable
used.

Syntax

FACTOR
/VARIABLES Billboards WOM Print TV
Radio
/MISSING LISTWISE
/ANALYSIS Billboards WOM Print TV
Radio
/PRINT UNIVARIATE INITIAL
CORRELATION SIG KMO EXTRACTION
ROTATION
/FORMAT SORT BLANK(.10)
/PLOT EIGEN
/CRITERIA FACTORS(3) ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/METHOD=CORRELATION.

Resources

Processor Time

00:00:01.076

Elapsed Time

00:00:00.781

Maximum Memory Required

4100 (4.004K) bytes

[DataSet2]

Descriptive Statistics
Mean

Std. Deviation

Analysis N

Billboards

2.6250

1.35769

72

WOM

3.1111

1.23967

72

Print

2.7222

1.12866

72

TV

3.8611

1.03876

72

Radio

3.7639

1.19262

72

Correlation Matrix
Billboards
Correlation

Billboards

Sig. (1-tailed)

WOM

Print

TV

Radio

1.000

.151

.060

-.157

-.055

WOM

.151

1.000

.093

-.064

-.163

Print

.060

.093

1.000

.183

.003

TV

-.157

-.064

.183

1.000

.360

Radio

-.055

-.163

.003

.360

1.000

.103

.309

.093

.322

.219

.295

.086

.062

.490

Billboards
WOM

.103

Print

.309

.219

TV

.093

.295

.062

Radio

.322

.086

.490

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity

Approx. Chi-Square
df

18.231
10

Sig.

.051

Communalities
Initial

.503

Extraction

Billboards

1.000

.925

WOM

1.000

.520

.001
.001

Print

1.000

.705

TV

1.000

.698

Radio

1.000

.761

Extraction Method: Principal Component

Analysis.

Total Variance Explained

Initial Eigenvalues

Compo
nent

Total

% of Variance

Extraction Sums of Squared Loadings

Cumulative %

Total

% of Variance

Rotation Sums of Squared Loadings

Cumulative %

Total

% of Variance

Cumulative %

1.505

30.108

30.108

1.505

30.108

30.108

1.415

28.310

28.310

1.181

23.612

53.720

1.181

23.612

53.720

1.137

22.745

51.054

.922

18.443

72.163

.922

18.443

72.163

1.055

21.109

72.163

.825

16.505

88.668

.567

11.332

100.000

Extraction Method: Principal Component Analysis.

Component Matrixa
Component
1

TV

.762

.339

Radio

.730

Print

.150

.765

-.311

WOM

-.433

.558

-.146

Billboards

-.428

.406

.759

.475

Extraction Method: Principal Component Analysis.

a. 3 components extracted.

Rotated Component Matrixa

Component
1

Radio

.844

-.188

.115

TV

.750

.282

-.237

Print

.197

.815

WOM

-.320

.594

.256

Billboards

.958

Extraction Method: Principal Component Analysis.

Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 4 iterations.

Component Transformation Matrix

Compo
nent

.908

-.061

-.415

.223

.908

.355

.356

-.415

.837

Extraction Method: Principal Component

Analysis.
Rotation Method: Varimax with Kaiser
Normalization.