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Another case in Appendix A-3 is the Radio Store survey. Read this carefully and download the appropriate files.This study has a battery of variables that are suitable for conducting factor analysis cluster analysis (v1–v55). This file has no missing values and all 216 observations have valid responses. Carry out a factor analysis, name the factors and establish a list of issues that can be used as input for a description of what goes on in the mind of a typical consumer who enters a Radio Store outlet. The list should be usable as input for an advertising agency’s consultant who is responsible for Radio Store’s advertising. What should the five main themes centre on?

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