3 Analyse the Benetton data (taken from Exercise 4, Chapter 20). Consider only the following variables: awareness, attitude, preference, intention and loyalty towards Benetton.

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.