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Market Research Paper

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Market Research Paper
MODEL PAPER-I
SRI BALAJI SOCIETY
PGDM - SECOND SEMESTER EXAMINATION
BATCH: 2011 – 2013
Marketing Research Time : 3Hrs
-------------------------------------------------
Marks: 100
Note: 1. Solve any four questions 2. Write full justification for your answers
Que. 1: a) How do we decide that the statements/variables selected for Factor analysis are appropriate? (5) b) Following statements were considered to find the image of IBM in customers’ mind. Researcher conducted Factor analysis on these statements and obtained following output. What conclusion can he draw? (15)

Statements: Company cares about the society | Highly ethical company | Leader in the IT industry | Innovative company | Company has strong capable senior leaders | Financially sound company | Company I can trust | Known for treating its employees well | Company does its fair share to help society |

Output:

KMO and Bartlett's Test | Kaiser-Meyer-Olkin Measure of Sampling Adequacy. | .899 | Bartlett's Test of Sphericity | Approx. Chi-Square | 2312.178 | | df | 36 | | Sig. | .000 |

Communalities | | Initial | Extraction | Company cares about the society | 1.000 | .778 | Highly ethical company | 1.000 | .749 | Leader in the IT industry | 1.000 | .712 | Innovative company | 1.000 | .608 | Company has strong capable senior leaders | 1.000 | .694 | Financially sound company | 1.000 | .696 | Company I can trust | 1.000 | .596 | Known for treating its employees well | 1.000 | .594 | Company does its fair share to help society | 1.000 | .647 | Extraction Method: Principal Component Analysis. | Rotated Component Matrixa | | Component | | 1 | 2 | Highly ethical company | .858 | .118 | Company cares about the society | .844 | .256 | Company does its fair share to help society | .731 | .336 | Known for treating its employees
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