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MKT 346

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by

Gyalbaa Punsag

on 27 November 2012

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Transcript of MKT 346

Demographic B4
Mac vs. PC Survey
MKT 346
Prof Bruce Lammers
2012/11/27 10 Likerts graph Primary Initial Factor Analysis Results Final Reliable Survey Erinn Brown
Lyndsi Hellard
German Linares
Gyalbaa Punsag Purpose statement



Respondent segment





10 Likert Questions



Global Satisfaction Question



Psychographic and Demographic variables Initial Survey Psychographics
Where are you most likely to use the laptop you selected? All 4 factors account for 66.916% of the variance in the Likert items. Primary Initial Factor Analysis Results
Four Significant Factors (Eigen values > 1)
Factor Eigen Value Variance %
Factor 1 2.276 22.756
Factor 2 1.999 19.986
Factor 3 1.209 12.094
Factor 4 1.208 12.080 Factor 1 items
This laptop weighs too much.
I purchase this brand of computer because of the price.
It is not convenient to travel with this computer
This computer does not offer better features.
Factor 2 items
Using this computer makes you smarter.
The battery on this computer lasts longer than others.
I purchase this brand of computer because of its image.
I enjoy watching movies on this computer (DVD, Blu-ray)
Factor 3 items
There is lack of software available for this computer.
Factor 4 items
It is hard to navigate on this computer. Factor Loading Primary Reliability Analysis Results Reliable Items
Factor 1: Physical Features and Price
1. This laptop weighs too much.
2. It is not convenient to travel with this computer.
3. I purchase this brand of computer because of the price.
4. This computer does not offer better features.


Unreliable items
Factor 2:
Using this computer makes you smarter.
The battery on this computer lasts longer than others.
I purchase this brand of computer because of its image.
I enjoy watching movies on this computer (DVD, Blu-ray)

Factor 3 items
There is lack of software available for this computer.
Factor 4 items
It is hard to navigate on this computer. Final Coefficient Alpha: 0.828

Attitude Dimension: Physical Features and Price

Likert Summated Ratings Score: 4.48 Reliability Analysis Results Mean Overall Satisfaction NPS Index Thank you! FINI
Full transcript