Conduct a factor analysis with q5a-q5i (the dataset of movie_attendance.sav).

1) Obtain the correlation matrix. What is the highest correlation in absolute value other than the diagonal elements?

2) Check the Bartlett's test of sphericity. What's the null hypothesis? Can we reject the null? What conclusion can be drawn here?

3) Identify a common theme for each factor (naming the factors).

4) What understanding has this analysis helped you gain about how movie-goers perceive their movie-going experience? What recommendations would you give a manager of a movie house based on this analysis?

data:

https://docs.google.com/spreadsheets/d/1-eYUocRJy3jU5jxAGtlFxxPxvsDjDu600TRKag7S1Ro/edit?usp=sharing

Answer rating: 100% (QA)

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