Factor Analysis Exercise In a study of the relationship between household behavior and shopping behavior, data on the following lifestyle statements were obtained on a 7-point scale (1 = disagree, 7 = agree): V1 I would rather spend a quiet evening at home than go out to a party. V2 I always check prices, even on small items. V3 Magazines are more interesting than movies. V4 I would not buy products advertised on billboards. V5 I am a homebody. V6 I save and cash coupons. V7 Companies waste a lot of money advertising. The data obtained from a pretest sample of 25 respondents are given in the associated file: a. Analyze this data using principal components analysis, using the varimax rotation procedure. b. Interpret the factors extracted. c. Calculate factor scores for each respondent. d. If surrogate variables were to be selected, which ones would you select? e. Examine the model fit. f. Analyze the data using common factor analysis, and answer questions b through e again. Source: Malhotra Das