a.Run Principal component analysis (Factor analysis) using R, and show (1) your choice of how many components (factors, or dimensions, if you will) you decide to use, (2) perceptual maps, and (3) the factor loadings and factor scores (1 pts).
b.How can you use these factor loadings for perceptual map? In other words, are these factor loading for the coordinate of variables or individual brands? (0.5 pt)
c.How can you use these factor scores for perceptual map? In other words, are these factor loading/factor scores for the coordinate of variables or individual brands? (0.5 pt)
d.Evaluate the current positioning map. Be thorough and complete (2 pts)
e.If you have to reposition it, which direction would you target and how would you re-position it? (1 pts)
Sample Solution