engleski

Application of factor analysis in reducing a large number of qualitative product attributes

The purpose of the research was to reduce a large number of the qualitative product attributes to a smaller number of the basic attributes. The empirical research was carried out on a set of toothpaste attributes. The factor analysis was performed on the collected data in order to reduce the large number of the attributes to the basic attributes. Factor analysis based on the fourteen observed variables extracted three relevant factors. Comparative analysis of the results of factor analysis using two statistical packages (SAS and SPSS) was carried out.

multivariate data analysis; factor analysis; marketing research; product attributes

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