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One of the cases in the book’s main appendix is Appendix A-2, the Zaponia customer survey. Before proceeding, read this case carefully – particularly the comments on missing values – and download the appropriate files from www.pearsoned.co.uk/ schmidt. The data files are available in SPSS (.sav) and Excel (.xls) format.This study has a battery of variables that are suitable for conducting factor analysis (c1–c41). You are asked to carry out a factor analysis, name the factors and establish a list of the most important criteria concerning purchase and maintenance of a copier. The list should be usable as input for an advertising agency’s consultant (a person without any knowledge of statistics). If you compare the variables list with the (Varimax rotated) output from the factor analysis, is there something that looks rather strange?

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