Eigenvalue 2 Component 3 4 5 6 7 B 9 10 1 POC FRIENDLY FOOD VFM COMP BF GREEN ECO_ZONE SCENIC Total COURTEOUS PROFESSIONAL 3.935 2.687 1.593 695 593 255 117 071 039 016 Extraction Method Principal Component Analysis. 2 Initial Eigenvalues % of Variance 39.353 26.967 15.934 1 969 .963 960 6.951 5928 2.546 1.166 3 Rotated Component Matrix" Component 2 707 389 161 889 908 Cumulative % 39 353 66.219 82.154 89.104 95.032 97,577 98.744 99.451 99.839 100.000 -649 622 Scree Plot 5 6 Component Number 3 828 .770 ENTERTAINMENT SUFF WATER TEA 975 Extraction Method: Principal Component Analysis. Rotation Method: Quartimax with Kaiser Normalization. a. Rotation converged in 4 iterations. Total Variance Explained Extraction Sums of Squared Loadings Cumulative % Total % of Variance .626 3.935 2.687 1.593 7 8 39.353 26.867 15.934 9 10 39.353 66.219 82.154 1. What is factor analysis? Why is factor analysis used is research? 2. Study the results and answer the following questions. Rotation Sums of Squared Loadings Cumulative % of Variance Total 39.061 25.082 18.011 3.906 2.508 1.801 39.061 64.143 62.154 a) Comment on the suitability of extracting factors in the above examp with justification. b) How many factors have been extracted? What criteria has been used to extract factors? E the factor loading and suggest some suitable names for the factors. c) What percentage of variance are being explained by the factors? d) What is scree plot? What is it used for? iate size size hat had rel, ere W. Case Jungle View resort wants to start a new promotion for their resort. For this purpose, they have surveyed twenty respondents about their perceptions related to their stay in the resort. Ten questions were asked to each of them, all answered on a scale of 1 to 7 (1 = completely agree, 7 = completely disagree). 1. Room rents are pocket friendly. 2. Food provides value for money. 3. Complementary breakfast is an added attraction. 4. All the staffs are very courteous. 5. Service personnel are very professional and punctual in their services. 6. The resort is specious and green. 7. I enjoy spending time in the eco zone inside the resort. 8. All the rooms provide scenic view. 9. There is enough entertainment options inside the resort. 10. Sufficient mineral water, tea-coffee pouches, toiletries are provided free of cost. Factor analysis was performed in SPSS. Results are presented below. KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. Bartlett's Test of Approx. Chi-Square Sphericity df sig. .630 172.181 45 .000