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    Chapter 5: Factor Analysis: 5.1 KMO & Bartlett's Test

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    Rayhan Tanvir
    This document summarizes the results of factor analysis conducted on survey data from 221 respondents about factors influencing their choice of foreign skin care brands. The analysis included Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Bartlett's Test of Sphericity to assess sample size adequacy. Principal component analysis identified 5 factors with eigenvalues over 1, accounting for 55.6% of total variance. Rotated component matrix analysis grouped survey questions into 5 interpretable components or factors. A second factor analysis removed redundant product quality questions, identifying 3 interpretable factors from the remaining questions.

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    Chapter 5: Factor Analysis: 5.1 KMO & Bartlett's Test

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    Rayhan Tanvir
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    This document summarizes the results of factor analysis conducted on survey data from 221 respondents about factors influencing their choice of foreign skin care brands. The analysis included Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Bartlett's Test of Sphericity to assess sample size adequacy. Principal component analysis identified 5 factors with eigenvalues over 1, accounting for 55.6% of total variance. Rotated component matrix analysis grouped survey questions into 5 interpretable components or factors. A second factor analysis removed redundant product quality questions, identifying 3 interpretable factors from the remaining questions.

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    This document summarizes the results of factor analysis conducted on survey data from 221 respondents about factors influencing their choice of foreign skin care brands. The analysis included Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Bartlett's Test of Sphericity to assess sample size adequacy. Principal component analysis identified 5 factors with eigenvalues over 1, accounting for 55.6% of total variance. Rotated component matrix analysis grouped survey questions into 5 interpretable components or factors. A second factor analysis removed redundant product quality questions, identifying 3 interpretable factors from the remaining questions.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    119 views7 pages

    Chapter 5: Factor Analysis: 5.1 KMO & Bartlett's Test

    Uploaded by

    Rayhan Tanvir
    This document summarizes the results of factor analysis conducted on survey data from 221 respondents about factors influencing their choice of foreign skin care brands. The analysis included Kaiser-Meyer-Olkin Measure of Sampling Adequacy and Bartlett's Test of Sphericity to assess sample size adequacy. Principal component analysis identified 5 factors with eigenvalues over 1, accounting for 55.6% of total variance. Rotated component matrix analysis grouped survey questions into 5 interpretable components or factors. A second factor analysis removed redundant product quality questions, identifying 3 interpretable factors from the remaining questions.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    of 7

    Chapter 5: Factor Analysis 

    5.1 KMO & Bartlett’s test 

    Factor analysis is used to see how closely the respondents are linked to the questionnaires. This
    analysis assists us in obtaining more accurate and detailed data from respondents, as well as
    removing the remainder of the unnecessary and unwanted conflicts. It clarifies the questionable
    components even more, and the results following factor analysis is more accurate. The research
    is problematic and imprecise without factor analysis. We analyzed our dataset of 221
    respondents using Kaiser-Meyer Olkin Measure of Sampling Adequacy and Bartlett's test of
    Sphericity (KMO & Bartlett's test), Communalities, Total Variance Explained, and Rotated
    Component Matrix. In this study, the results of each test are reported in detail.

    KMO and Bartlett's Test


    Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .849
    Bartlett's Test of Sphericity Approx. Chi-Square 1040.166
    df 171
    Sig. .000

    The sampling adequacy in the KMO test was 0.849, indicating that the sample size for our
    survey was acceptable. The Chi-Square in Bartlett's test of Sphericity was 1040.166.
    Additionally, the significance level was less than 0.05. The null hypothesis is thereby rejected.
    This also demonstrates that our sample size was adequate.
    Total Variance Explained
    C Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings
    o
    m
    p
    o
    n
    e
    n
    t Total % of Variance Cumulative % Total % of Variance Cumulative % Total % of Variance Cumulative %
    1 5.006 26.345 26.345 5.006 26.345 26.345 3.052 16.063 16.063
    2 1.672 8.801 35.146 1.672 8.801 35.146 2.548 13.412 29.475
    3 1.423 7.490 42.636 1.423 7.490 42.636 2.021 10.634 40.109
    4 1.300 6.844 49.480 1.300 6.844 49.480 1.582 8.325 48.435
    5 1.169 6.154 55.634 1.169 6.154 55.634 1.368 7.199 55.634
    6 .991 5.215 60.848
    7 .884 4.653 65.501
    8 .790 4.160 69.661
    9 .689 3.627 73.289
    1 .669 3.521 76.810
    0
    1 .650 3.420 80.230
    1
    1 .624 3.284 83.513
    2
    1 .605 3.182 86.695
    3
    1 .492 2.590 89.285
    4
    1 .470 2.473 91.758
    5
    1 .453 2.386 94.144
    6
    1 .399 2.099 96.243
    7
    1 .364 1.915 98.157
    8
    1 .350 1.843 100.000
    9
    Extraction Method: Principal Component Analysis.

    We examine how many groups are constructed from the components given in the questionnaire
    in the table of Total Variance Explained, and we further verify the items using this table. We can
    determine how many groups the respondents detected from the set questionnaire in the table by
    looking at the Initial Eigenvalues, which we consider a total factor if the Initial Eigenvalues are
    more than or equal to 1. And variables are significant if the cumulative percentage of Rotation
    Sums of Squared Loadings is greater than 60%.

    5.2 Rotated Component Matrix

    Rotated Component Matrixa


    Component
    1 2 3 4 5
    COO1 .750
    COO2 .682
    COO3 .785
    COO4 .427
    COO5 .557
    PQ1 .738
    PQ2 .672
    PQ3 .739
    PQ4 .746
    PQ5 .598
    SMI2 .619
    SMI3 .714
    SMI4 .617
    SMI5 .682
    BI1 .743
    BI2 .803
    BI3 .793
    BI4 .734
    BI5 .621
    Extraction Method: Principal Component Analysis.
    Rotation Method: Varimax with Kaiser Normalization.
    a. Rotation converged in 6 iterations.

    For the first factor analysis, we combined our four independent variables into a single dependent
    variable. In the choosing of foreign brands in skin care products, four independent variables were
    used: data in the country of origin (COO), product quality (PQ), and social media influence
    (SMI). We were able to implement this without compromising any value. Our second variable
    was split into two clusters in this factor analysis. PQ1, PQ2, and PQ5 were assigned to
    component 4; PQ3, PQ4 were assigned to component 5.

    5.3 Factor Analysis with small Coefficient Suppression

    KMO and Bartlett's Test


    Kaiser-Meyer-Olkin Measure of Sampling .843
    Adequacy.
    Bartlett's Test of Approx. Chi-Square 764.792
    Sphericity df 78
    Sig. .000

    Extraction Method: Principal Component


    Total Variance Explained
    Initial Eigenvalues Extraction Sums of Squared Loadings
    Component Total % of Variance Cumulative % Total % of Variance Cumulative % Tota
    1 4.248 32.675 32.675 4.248 32.675 32.675 2
    2 1.603 12.329 45.004 1.603 12.329 45.004 2
    3 1.246 9.586 54.590 1.246 9.586 54.590 1
    4 .906 6.972 61.562
    5 .815 6.270 67.831
    6 .703 5.405 73.237
    7 .649 4.995 78.231
    8 .628 4.828 83.059
    9 .518 3.981 87.040
    10 .498 3.834 90.874
    11 .432 3.326 94.200
    12 .383 2.947 97.147
    13 .371 2.853 100.000
    Extraction Method: Principal Component Analysis.
    Rotated Component Matrixa
    Component
    1 2 3
    COO1 .783
    COO2 .700
    COO3 .765
    COO4 .495
    COO5 .585
    SMI2 .653
    SMI3 .695
    SMI4 .645
    SMI5 .659
    BI1 .769
    BI2 .808
    BI3 .797
    BI4 .743
    Extraction Method: Principal Component
    Analysis.
    Rotation Method: Varimax with Kaiser
    Normalization.
    a. Rotation converged in 4 iterations.

    We deleted PQ1,PQ2,PQ3,PQ4, and PQ5 because the minimum condition for creating a cluster
    is three factors. PQ1, PQ2, PQ3, PQ4, and PQ5 have redundancy, according to the response. We
    got three clusters from three variables after the second factor analysis. The KMO score decreased
    to .843. In the second factor analysis, which is still higher than the benchmark. This suggests that
    the number of respondents is sufficient.

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