ANALIZĂ FACTORIALĂ ÎN CADRUL CERCETĂRILOR DE MARKETING PRIVIND IMAGINEA PRIMĂRIEI MUNICIPIULUI ARAD
FACTORIAL ANALYSIS OF MARKETING RESEARCH OF THE IMAGE OF ARAD MUNICIPALITY
Author(s): Valerii Şontea Subject(s): Economy
Published by: Editura Universităţii Vasile Goldiş
Keywords: factor analysis; Ordinary Least Squares method; Scree test; Alfa Crombach index; common factors; CEFA tools program.
Summary/Abstract: In this paper the author describes an application of factor analysis in studding the image of Arad City House trying to exemplify the application of multivariate analysis as an advanced research method in marketing research. This is an application made in doctoral study program during the years of 2005-2008. This application uses CEFA tools program and SPSS program as special software for factor analysis. The researcher compute the Alpha Crombach index for internal validity analysis, also uses the “Scree test” for computation of number of factor to be used in further studding the common factors. For rotation procedure it was used the OLS (Ordinary Least Squares). Finally it was discovered 8 factors that shape the image of Arad City House. The author concludes that three of these factors have a negative influence over the image of City House of our city and five of them shape the positive aspect of the image. In conclusion it was presented some suggestions about the practical uses of this analysis.
Journal: Studia Universitatis Vasile Goldiş, Arad - Seria Ştiinţe Economice
- Issue Year: 19/2009
- Issue No: 4
- Page Range: 46-59
- Page Count: 14
- Language: Romanian
