1.2 In a study of the relationship between household behaviour and shopping behaviour, data on the following lifestyle statements were obtained on a seven-point scale (1 = disagree, 7 = agree):

V1 I would rather spend a quiet evening at home than go out to a party.

V2 I always check prices, even on small items.

V3 Magazines are more interesting than movies.

V4 I would not buy products advertised on billboards.

V5 I am a homebody.

V6 I save and cash coupons.

V7 Companies waste a lot of money advertising.

The data obtained from a pre-test sample of 25 participants are given below:

a Analyse these data using principal components analysis, using the varimax rotation procedure.
b Interpret the factors extracted.
c Calculate factor scores for each participant.
d If surrogate variables were to be selected, which ones would you select?
e Examine the model fit.
f Analyse the data using common factor analysis, and answer parts b to e.

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