Effects of Factor Analysis on the Questionnaire of Strategic Marketing Mix on Organisational Objectives of Food and Beverage Industry.
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Date
2013-08-10
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European Journal of Business and Management
Abstract
This study examines the effects of factor analysis on the questionnaire of strategic marketing mix on
organizational objectives of food and beverage industry. The objective is to test the effect of factor analysis on
the questionnaire, and to show if factor analysis is appropriate and desired if a desired result is to be achieved.
The methodology employs primary and secondary sources of data. The primary source envelopes questionnaires
while the secondary source allows for the use of journals, internet and the periodicals. The data were analyzed
using descriptive (percentages) and inferential statistics(factor analysis). It should be noted that the result of the
questionnaires were subjected to factor analysis.The findings show that the correlation matrix was all positive
and above 0.5.The Kaiser-Mayer Olkin has a value of 0.882which show the greatness of the data. After
extraction, the principal component analysis show high percentages of the variance accounted for. Eight factors
were extracted which explain 72.6% of the variability. Finally, the variables were loaded in one component or
the other.It is hereby concluded that the correlation matrix shows the adequacy of the factor analysis on the
questionnaire. The Kaiser-Mayer Olkin of .0882 and Batlette test of 0.00 show that factor analysis is appropriate.
The extracted component represents the variables well. The eight factors explained 72.6% of the information
contained by the 25items (variables).More so, the variables were loaded in one component or the other, showing
that the variables are satisfactory for further studies. All these show that factor analysis has effect on the
questionnaire of strategic marketing mix on organizational objectives of food and beverage industry.
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Keywords
Factor analysis, questionnaire, strategic marketing mix, organizational objectives, food and beverage industry