Salzburg University of Applied Sciences

Master’s Degree Program "Innovation and Management in Tourism"

STATISTICS 2
ASSIGNMENT 1 – FACTOR ANALYTICS

Submitted by:
Angela Pagiri
ID: 1910649010

Submitted to:
Dimitri Pradner, PhD

Deadline of Submission:
14 April 2020
 1. Check the 7 Items, recode missing values if necessary! Do a
descriptive analysis of all of them. The variables are ordinal, take
this into account. Report the results!

Frequency Table

Importance: My family
Cumulative
Frequency Percent Valid Percent Percent
Valid Very important [1] 441 69,8 74,5 74,5
[2] 91 14,4 15,4 89,9
[3] 32 5,1 5,4 95,3
[4] 9 1,4 1,5 96,8
[5] 6 ,9 1,0 97,8
[6] 7 1,1 1,2 99,0
Not important at all [7] 6 ,9 1,0 100,0
Total 592 93,7 100,0
Missing -9 37 5,9
I don?t know 3 ,5
Total 40 6,3
Total 632 100,0

The results show that the majority of the respondents (74,5%) value family as a very
important aspect in their life. This result is expected based on our societal norms and
how human life in general is being surrounded by family, practically during the span
of a lifetime.

Importance: My partner
Cumulative
Frequency Percent Valid Percent Percent
Valid Very important [1] 332 52,5 65,1 65,1
[2] 102 16,1 20,0 85,1
[3] 31 4,9 6,1 91,2
[4] 18 2,8 3,5 94,7
[5] 7 1,1 1,4 96,1
[6] 2 ,3 ,4 96,5
Not important at all [7] 18 2,8 3,5 100,0
Total 510 80,7 100,0
Missing -9 41 6,5
I don?t know 81 12,8
Total 122 19,3
Total 632 100,0
The degree of importance of a life partner has been perceived by more than 60% of
respondents as very important. This result is also understandable as during a span of
one’s lifetime, it can be assumed that it is spent with a life partner. To have a life
partner is also considered as a life goal by many, as it is naturally a milestone for
someone to start own family. A noteworthy observation is, however, there is rather
high percentage of missing values (19,3%). We can assume that the reluctance of
answering could derive from the current status of respondent being a single man or
woman or one’s conviction of living a solitary life.

Importance: My friends
Cumulative
Frequency Percent Valid Percent Percent
Valid Very important [1] 249 39,4 42,1 42,1
[2] 205 32,4 34,6 76,7
[3] 89 14,1 15,0 91,7
[4] 30 4,7 5,1 96,8
[5] 12 1,9 2,0 98,8
[6] 5 ,8 ,8 99,7
Not important at all [7] 2 ,3 ,3 100,0
Total 592 93,7 100,0
Missing -9 37 5,9
I don?t know 3 ,5
Total 40 6,3
Total 632 100,0

A similar tendency can be observed in degree of importance of friends. 42,1% of the

total respondents think that friends are very important and followed by 34,6% think it
is important. Aside from inner circle (family and life partner), friends play a big role in
people’s lives in general, hence the higher percentage of people value the
importance of friends can be expected.

Importance: My leisure time

Cumulative
Frequency Percent Valid Percent Percent
Valid Very important [1] 239 37,8 40,7 40,7
[2] 181 28,6 30,8 71,6
[3] 113 17,9 19,3 90,8
[4] 38 6,0 6,5 97,3
[5] 10 1,6 1,7 99,0
[6] 4 ,6 ,7 99,7
 Not important at all [7] 2 ,3 ,3 100,0
Total 587 92,9 100,0
Missing -9 39 6,2
I don?t know 6 ,9
Total 45 7,1
Total 632 100,0

Leisure time can be considered an interesting aspect to observe. A more spread out
distribution could be expected. Based on the result of this study, still most of the
respondents value the importance of leisure time. Higher percentage (total of 71,6%)
of respondents see leisure time as something that is essential in their life, either very
important or important. As one of the non-intrapersonal aspect in people’s life, leisure
time is considered as necessity.

Importance: My work
Cumulative
Frequency Percent Valid Percent Percent
Valid Very important [1] 187 29,6 32,1 32,1
[2] 206 32,6 35,4 67,5
[3] 132 20,9 22,7 90,2
[4] 43 6,8 7,4 97,6
[5] 10 1,6 1,7 99,3
[6] 2 ,3 ,3 99,7
Not important at all [7] 2 ,3 ,3 100,0
Total 582 92,1 100,0
Missing -9 37 5,9
I don?t know 13 2,1
Total 50 7,9
Total 632 100,0

Another non-intrapersonal aspect, which is work/job, is also being studied. Based on

the results, another rather spread out distribution can be observed. In details, 32,1%
think work is very important, 35,4% find it important, and 22,7% is rather neutral
about it. All this however still reflect that people in general still think that work is an
important aspect in their life. It is naturally understandable, given the fact that work is
a medium for people to make living, self-actualization, personal development, and
even to meet other people.

Importance: Politics and the public

Cumulative
Frequency Percent Valid Percent Percent
Valid Very important [1] 69 10,9 11,8 11,8
[2] 139 22,0 23,8 35,6
[3] 185 29,3 31,6 67,2
[4] 108 17,1 18,5 85,6
[5] 49 7,8 8,4 94,0
[6] 24 3,8 4,1 98,1
Not important at all [7] 11 1,7 1,9 100,0
Total 585 92,6 100,0
Missing -9 37 5,9
I don?t know 10 1,6
Total 47 7,4
Total 632 100,0

A rather different result is observed on the politics and the public question, where
unlike other aspects studied in this research, there is lower percentage of samples
responded with very important (11,8%). The highest percentage in this result is
people who perceives it as a neutral aspect (31,6%).

Importance: Religion and church

Cumulative
Frequency Percent Valid Percent Percent
Valid Very important [1] 106 16,8 18,2 18,2
[2] 67 10,6 11,5 29,7
[3] 82 13,0 14,1 43,7
[4] 74 11,7 12,7 56,4
[5] 64 10,1 11,0 67,4
[6] 87 13,8 14,9 82,3
Not important at all [7] 103 16,3 17,7 100,0
Total 583 92,2 100,0
Missing -9 37 5,9
I don?t know 12 1,9
Total 49 7,8
Total 632 100,0

The degree of importance from religion and church in people’s life is also being
studied in this research. This time, there is almost equal distribution among the
samples, with an approximate percentage of 11% - 18% for each degree of
importance. It is worth to mention that between people who think that religion and
church is very important (18,2%) and also people who think that it is not important at
all have a tight percentage (17,7%). Religion and church’s role seem to be less
influential than few decades ago. People nowadays tend to look up to spirituality
rather than religiosity and this is especially more apparent in European countries.

2. Calculate Cronbach’s Alpha for the 7 variables!

Scale: How important this aspect in people's life?

Case Processing Summary

N %
Cases Valid 493 78,0
Excludeda 139 22,0
Total 632 100,0
a. Listwise deletion based on all variables in the
procedure.

Reliability Statistics
Cronbach's Alpha
Based on
Standardized
Cronbach's Alpha Items N of Items
,625 ,677 7

The Cronbach’s Alpha coefficient resulted of 0,625. This result is considered

acceptable, although not all in all excellent. This shows that the 7 items are still
comparable. But Cronbach is known to be sensitive to the number of items. Given in
this study we only observe 7 items, this could contribute to the rather low Alpha’s
coefficient. It is more ideal to have 0.7 ≤ α < 0.8.

Inter-Item Correlation Matrix

Import
Import Import ance: Import
Import ance: Import ance: Import Politic ance:
ance: My ance: My ance: s and Religio
My partne My leisure My the n and
family r friends time work public church
Importance: My family 1,000 ,385 ,379 ,285 ,313 ,119 ,266
Importance: My partner ,385 1,000 ,347 ,233 ,202 -,015 ,099
Importance: My friends ,379 ,347 1,000 ,413 ,263 ,227 ,026
Importance: My leisure time ,285 ,233 ,413 1,000 ,261 ,231 ,071
Importance: My work ,313 ,202 ,263 ,261 1,000 ,285 ,269
 Importance: Politics and the ,119 -,015 ,227 ,231 ,285 1,000 ,185
public
Importance: Religion and church ,266 ,099 ,026 ,071 ,269 ,185 1,000

Item-Total Statistics

Correcte Cronbac
Scale Scale d Item- Squared h's
Mean if Variance if Total Multiple Alpha if
Item Item Correlati Correlati Item
Deleted Deleted on on Deleted
Importance: My family 14,91 21,803 ,496 ,295 ,549
Importance: My partner 14,67 22,161 ,310 ,218 ,597
Importance: My friends 14,44 22,665 ,418 ,309 ,571
Importance: My leisure time 14,34 22,754 ,379 ,223 ,579
Importance: My work 14,23 22,228 ,455 ,215 ,561
Importance: Politics and the 13,32 22,779 ,275 ,154 ,608
public
Importance: Religion and church 12,41 18,791 ,246 ,139 ,666

3. Do an exploratory factor analysis!

Factor Analysis

Descriptive Statistics
Mean Std. Deviation Analysis N
Importance: My family 1,48 1,089 493
Importance: My partner 1,72 1,369 493
Importance: My friends 1,95 1,065 493
Importance: My leisure time 2,04 1,115 493
Importance: My work 2,16 1,080 493
Importance: Politics and the 3,06 1,328 493
public
Importance: Religion and church 3,97 2,155 493
 Correlation Matrix
Import
Import ance: Import
Import ance: Import Politic ance:
ance: Importa Importan My ance: s and Religio
My nce: My ce: My leisure My the n and
family partner friends time work public church
Correlation Importance: My family 1,000 ,385 ,379 ,285 ,313 ,119 ,266
Importance: My partner ,385 1,000 ,347 ,233 ,202 -,015 ,099
Importance: My friends ,379 ,347 1,000 ,413 ,263 ,227 ,026
Importance: My leisure ,285 ,233 ,413 1,000 ,261 ,231 ,071
time
Importance: My work ,313 ,202 ,263 ,261 1,000 ,285 ,269
Importance: Politics ,119 -,015 ,227 ,231 ,285 1,000 ,185
and the public
Importance: Religion ,266 ,099 ,026 ,071 ,269 ,185 1,000
and church

a. Check the KMO Score and Sig. of the Model

KMO and Bartlett's Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy. ,729
Bartlett's Test of Sphericity Approx. Chi-Square 507,537
df 21
Sig. ,000

The KMO measure shows ,729 and the significance value p<0,05. This result
confirms that the model is useful and the samples used is feasible for this factor
analysis.
b. Control the extracted information!
Communalities
Initial Extraction
Importance: My family 1,000 ,630
Importance: My partner 1,000 ,678
Importance: My friends 1,000 ,667
Importance: My leisure time 1,000 ,585
Importance: My work 1,000 ,518
Importance: Politics and the 1,000 ,750
public
Importance: Religion and church 1,000 ,791
Extraction Method: Principal Component Analysis.
As well as the extraction, it shows that all the information extracted is over 50%,
which indicates good result, or in other words, we are not losing too much
information. At this stage, we do not need to recalculate the Factor Analysis, as all
the 7 items’ information extraction is above 0,5.

c. How many factors can be extracted? (Use both the Eigen-Value and
the Scree-Plot!)
Total Variance Explained
Extraction Sums of Squared Rotation Sums of Squared
Com Initial Eigenvalues Loadings Loadings
pone % of Cumulat % of Cumulati % of Cumulati
nt Total Variance ive % Total Variance ve % Total Variance ve %
1 2,442 34,881 34,881 2,442 34,881 34,881 1,646 23,517 23,517
2 1,159 16,551 51,432 1,159 16,551 51,432 1,597 22,819 46,337
3 1,019 14,552 65,984 1,019 14,552 65,984 1,375 19,648 65,984
4 ,662 9,464 75,449
5 ,638 9,114 84,563
6 ,575 8,218 92,781
7 ,505 7,219 100,000
Extraction Method: Principal Component Analysis.

Based on the total variance explained, out of 7 items, we manage to come up with 3
factor solution. Each factor explains more than one individual variable, to be exact,
Factor 1 explains 2,442; 2 explains 1,159; and 3 explains 1,019. The total cumulative
variance is over 60% which is a good result as it means that with this factor analysis,
we are able to retain almost 66% of the information we extracted from the 7 items by
producing 3 new factors.
As well as the Eigenvalue fulfills the criteria to have at least 1 for each factor.
 Component Matrixa

Component
1 2 3
Importance: My family ,704 -,137 ,340
Importance: My friends ,694 -,316 -,292
Importance: My leisure time ,633 -,146 -,404
Importance: My work ,632 ,340 ,048
Importance: My partner ,568 -,493 ,335
Importance: Religion and church ,386 ,583 ,550
Importance: Politics and the ,437 ,566 -,488
public
Extraction Method: Principal Component Analysis.
a. 3 components extracted.

Rotated Component Matrixa

Component
1 2 3
Importance: Politics and the ,710 -,328 ,372
public
Importance: My leisure time ,705 ,297 -,030
Importance: My friends ,645 ,496 -,074
Importance: My partner ,078 ,818 ,052
Importance: My family ,201 ,667 ,379
Importance: Religion and church -,092 ,096 ,879
Importance: My work ,419 ,179 ,557
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
a. Rotation converged in 12 iterations.
b.

Here we can see the respective loadings on each factor. From the result, all loading
shows a value of >0,5 which means that all loadings are acceptable for the model.

Component Transformation Matrix

Component 1 2 3
1 ,663 ,603 ,443
2 ,102 -,659 ,745
3 -,741 ,449 ,499
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.
 d. Provide a write down of the solution (think about how you can
describe the factors)
Based on the factor analysis result, it can be interpreted as follows:
Factor 1: Importance of Politics and the Public, Leisure Time, and Friends – The
three items load are not necessarily associate to each other without deeper
interpretation. However, politics & public, as well as leisure time are two of the
common topic heavily discussed among friends.

Factor 2: Importance of Partner and Family – Those people who value their life
partner are having the tendency to value family in their life. This is quite a natural
construct, as one starts a family by finding the right partner.

Factor 3: Importance of Religion & Church and Work – although when we take a
glance, these aspects are not necessarily correlated, if not irrelevant at all, one can
argue that if someone is religious, or find that religion is essential in living someone’s
life, he or she could tend to be obedient, compliant, and have higher work ethic.

Syntax
* Encoding: UTF-8.

DATASET ACTIVATE DataSet2.

RECODE ME01_01 ME01_02 ME01_03 ME01_04 ME01_05 ME01_06 ME01_07 (SYSMIS=-9).
EXECUTE.

FREQUENCIES VARIABLES=ME01_01 ME01_02 ME01_03 ME01_04 ME01_05 ME01_06 ME01_07

/STATISTICS=MINIMUM MAXIMUM MEAN MEDIAN MODE
/ORDER=ANALYSIS.

RELIABILITY
/VARIABLES=ME01_01 ME01_02 ME01_03 ME01_04 ME01_05 ME01_06 ME01_07
/SCALE("How important this aspect in people's life?") ALL
/MODEL=ALPHA
/STATISTICS=CORR
/SUMMARY=TOTAL.

FACTOR
/VARIABLES ME01_01 ME01_02 ME01_03 ME01_04 ME01_05 ME01_06 ME01_07
/MISSING LISTWISE
/ANALYSIS ME01_01 ME01_02 ME01_03 ME01_04 ME01_05 ME01_06 ME01_07
/PRINT UNIVARIATE INITIAL CORRELATION KMO EXTRACTION ROTATION
/FORMAT SORT
/PLOT EIGEN
/CRITERIA MINEIGEN(1) ITERATE(25)
/EXTRACTION PC
/CRITERIA ITERATE(25)
/ROTATION VARIMAX
/SAVE REG(ALL)
/METHOD=CORRELATION.