4 You are a marketing research analyst for a manufacturer of fashion clothing targeted at teenage boys. You have been asked to develop a set of 10 statements for measuring psychographic characteristics and lifestyles that you feel would relate to their fashion personas. The participants would be asked to indicate their degree of agreement with the statements using a seven-point scale (1 = completely disagree, 7 = completely agree).

Question 40 students on campus using these scale items. Factor analyse the data to identify the underlying psychographic factors.