Factor Analysis and Research Methods

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Questions and Answers

What is the primary goal of factor analysis?

To ensure all variables load significantly on every factor

To create a linear relationship among all variables

To achieve convergent and discriminant validity (correct)

To summarize and reduce data effectively (correct)

What characterizes orthogonal rotation in factor analysis?

Axes remain at right angles throughout the rotation (correct)

Factors may overlap significantly

The rotation results in significant loading on multiple factors

The angles between axes can change freely

What is desired regarding variable loadings when conducting factor analysis?

No variable should load significantly on any factor

Variables should load significantly on only one factor whenever possible (correct)

It is sufficient for variables to have zero loadings

Each variable should load significantly on all factors

Why is rotation performed in factor analysis?

To achieve a better fit between factors and data points Signup and view all the answers

What does convergent validity ensure in the context of factor analysis?

A variable expected to load on a factor does so significantly Signup and view all the answers

What is the minimum accepted value of Cronbach's alpha for reliability analysis?

0.7 Signup and view all the answers

In factor analysis, what type of variables is crucial for conducting the analysis?

Metric variables Signup and view all the answers

Which of the following is not a step in the iterative process of assessing reliability and validity?

Recalculating the total variance Signup and view all the answers

What does a high factor loading indicate in factor analysis?

Strong correlation with the factor Signup and view all the answers

Which criterion is used to assess the normal distribution of data in univariate analysis?

Skewness and kurtosis Signup and view all the answers

What is the purpose of using ANOVA in the described experiment?

To compare mean scores among different treatment groups Signup and view all the answers

Which statement describes the characteristics of the independent variable in this study?

It consists of multiple treatment levels that are categorical Signup and view all the answers

What does the null hypothesis state in the context of this experiment?

All population means are equal with no observed differences Signup and view all the answers

When would you be interested in rejecting the null hypothesis in this study?

When you want to conclude that waiting time affects service perceptions Signup and view all the answers

Which of the following is NOT a requirement for the dependent variable in the experiment?

It must be independent from the independent variable Signup and view all the answers

What is the primary purpose of conducting a KMO/Bartlett's Test in factor analysis?

To assess the adequacy of the sample size for factor analysis Signup and view all the answers

In factor analysis, what does a communalities value greater than 0.20 indicate?

The variable has substantial shared variance with the extracted factors Signup and view all the answers

What inefficiency might occur when using Orthogonal rotation as opposed to Oblique rotation in factor analysis?

Inability to assess the correlation between factors Signup and view all the answers

What does the term 'Eigenvalue' refer to in the context of factor analysis?

The measure of variance explained by each factor Signup and view all the answers

Study Notes

Methodology Marketing & Strategic Management Research (MMSR)

The exam is not an open book exam
The exam is in January
Zoom account with RU mail is required
2 assignments in block 1 and 2 assignments in block 2
Thesis is not mandatory for quantitative
Videos are available in advance
Assignments are done in groups + Online tutorial
Application lecture
Book: Hair, multivariate data analysis 8th edition 9781473756540

Introduction Lecture

The exam is not an open book exam, the book has to be studied detailed.
Zoom account with RU mail is required
2 assignments in block 1, and 2 assignments in block 2
Thesis is not mandatory for quantitative research.
Videos are available in advance
Assignments are done in groups + online tutorial
Application lecture
Book title: Hair, multivariate data analysis 8th edition, ISBN: 9781473756540

Theory

Theories in MSR are not theoretical, practical
Theories are testable or falsifiable
Theories consist of constructs (concepts, phenomena, variables)
Theories consist of hypotheses (about their interactions or relationships).
A theory is a proposed description, explanation, or model of the manner of interaction of phenomena.

Hypothesis

Interrelation between two constructs (consist of condition and consequence)
Independent variable is the condition.
Dependent variable is the consequence.
Example: The higher A, the higher B, or A leads to B
Can hypothesize relatedness of two constructs, or influence one another.

Construct

Conceptual term used to describe a phenomenon of theoretical interest.
It is quantifiable and observable (directly or indirectly)
Indirectly observable construct is latent (e.g., IQ).
Example: Customer satisfaction

Methodology

Researchers in marketing and strategy research usually want to investigate relationships between constructs:
Direct causal relationship (arrow from A to B): A leads to B
Mediated (indirect) causal relationship: A affects Z which affects B
Spurious relationship: a third variable Z affects both A and B - unidirectional
Bidirectional (cyclic) causal relationship (A to B, B to A)
Unanalyzed relationship: correlation between A and B
Moderated causal relationship: the effect of A on B depends on M

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Description

This quiz explores key concepts in factor analysis and its application in research methodologies. Questions cover important aspects such as orthogonal rotation, variable loadings, reliability analysis, and the significance of the null hypothesis. Test your knowledge on these foundational topics in statistics and psychology.