Marketing Research的课件- marketing_research_factor_analysis_case.ppt

Marketing Research Mark Vroegrijk MSc. Factor Analysis: Case Research Problem Furniture chain’s target for the next year: to increase its customer base by (at least) 2%. Basically a three-step process: 1. Identify potential drivers of (furniture) store patronage. 2. Analyze which of these drivers indeed influence whether consumers shop at this furniture chain. 3. Use results to infer which aspects to improve on if current non-shoppers are to be attracted as well… Issue #1: Driver identification Furniture chain identified a total of 9 drivers that may be linked to patronage of the chain: ? Drivers reflect shopping motivations: for what reasons does the consumer shop? E.g.: ● for functional reasons? ● for fun? ● to find good offers? ? Drivers are measured by 9 questionnaire items ● 5-point Likert scales to capture (dis)agreement ● 10th item: patronization of furniture chain [yes/no]) The questionnaire: shopping motivations 5-pt. Likert: 1 2 3 4 5 strongly disagree strongly agree Issue #2: Importance of drivers Questionnaire was then sent out to consumers… …eventually completed and returned by 383 of them. Assessing which drivers actually influence patronage involves linking these variables in a regression-like analysis. But… # of independent variables relatively large (9)! possible multicollinearity issues? (Exploratory) factor analysis may help in reducing these data for further analyses! Step 1: Deciding on the inputs… Are requirements on the data met? ● Type of variables: ● Is grouping these variables theoretically sound? ● Sample size: Step 2: Checking on assumptions… Is there sufficient association between the 9 variables? ● Method 1: Visual inspection: ● Method 2: Bartletts test of sphericity: ● Method 3: Measure