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Tranform Roat Ed

This document presents the results of a principal component analysis with varimax rotation on 27 variables related to media usage. The analysis identified 12 components that the variables clustered into, which seem to relate to types of media sources, attitudes, and exposure. The table shows the loadings of each variable on each of the 12 components extracted from the analysis.

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YaronBaba
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57 views

Tranform Roat Ed

This document presents the results of a principal component analysis with varimax rotation on 27 variables related to media usage. The analysis identified 12 components that the variables clustered into, which seem to relate to types of media sources, attitudes, and exposure. The table shows the loadings of each variable on each of the 12 components extracted from the analysis.

Uploaded by

YaronBaba
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as RTF, PDF, TXT or read online on Scribd
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Rotated Component Matrixa

Component
1

NaijaCom

.275

.456

.124

-.071

-.208

-.057

.375

SaharaReports

.230

.166

.102

.046

-.013

.040

.752

NewsPapers

.166

.635

.132

-.042

-.018

-.132

.301

BBCOnline

.091

.821

.055

.055

-.103

-.105

-.055

CNNOnline

.186

.722

.066

.066

-.146

-.109

-.105

-.007

.364

.474

.333

.034

.222

.157

Others

.142

-.022

.818

.023

.018

.012

.149

Facebook

.106

.606

.041

-.006

.269

.144

.084

Twitter

.795

.127

-.035

.234

-.065

-.071

.075

Twoo

.890

-.031

.159

-.010

-.075

-.052

.075

Badoo

.856

.063

.173

-.024

.108

.058

-.031

Youtube

.680

.330

-.040

.047

.139

.174

.017

BlackBerry

.733

.252

-.023

.131

.127

.017

.173

Skype

.820

.014

.117

.101

-.045

-.076

-.006

Others1

.261

.270

.716

-.113

.076

-.108

-.063

Books

.014

.043

-.070

.201

.020

.581

.068

Newspaper

-.011

-.076

.159

-.086

-.098

.787

-.137

Magazine

-.028

-.172

-.307

-.228

.098

.636

.122

Radio

.069

.136

-.031

-.183

.302

.109

-.570

TV

.116

-.122

-.315

-.115

.228

.175

.147

Satelite

.032

-.188

-.297

.042

-.148

.291

-.120

Internet

.089

-.006

.064

.086

-.014

.163

-.109

MP3

.017

.028

.028

-.044

.039

-.015

.112

SociMedia

.207

-.027

.095

-.065

-.009

-.027

-.078

GSM

.003

.101

.070

.075

.110

-.031

-.116

-.168

.003

-.113

.056

.414

-.044

.418

Age

.064

-.050

.052

.018

.791

-.083

-.135

Institution

.047

-.088

.050

.178

.756

.041

-.022

AcceMedia

-.178

-.021

.058

-.090

-.094

-.045

.103

HoursSpent

.147

.032

-.127

.035

.073

-.046

-.173

LocalNorms

-.041

.001

-.192

-.616

-.167

-.071

.053

AljazeeraOnl

Gender

Rotated Component Matrixa


Component
8

10

11

12

NaijaCom

-.187

.014

-.106

-.023

.158

SaharaReports

-.017

-.018

-.023

-.079

-.047

NewsPapers

-.026

.163

.142

.160

-.012

BBCOnline

.009

-.035

-.001

.041

-.069

CNNOnline

.360

-.116

-.134

-.190

.002

AljazeeraOnl

.084

.045

-.408

.004

-.182

Others

.013

-.017

.015

-.066

.119

-.172

-.019

-.024

-.036

.359

Facebook

Twitter

-.060

.117

-.103

-.003

.073

Twoo

.181

-.005

-.043

-.045

.016

Badoo

.041

.048

.059

.073

.025

-.087

.200

-.165

-.144

-.090

.118

-.101

.062

.000

.022

Skype

-.076

.022

.202

-.014

-.055

Others1

-.067

.183

.077

.035

.034

Books

-.354

.029

.088

.292

.293

Newspaper

.114

-.162

.052

-.106

-.063

Magazine

.059

.144

.052

-.149

-.036

Radio

.152

-.275

.159

-.139

.189

TV

.547

.064

-.013

.099

.168

Satelite

.341

.280

.212

.052

.009

Internet

.097

.154

.749

-.065

-.134

-.150

.785

-.031

-.077

-.010

SociMedia

.303

.663

.262

.124

.119

GSM

.725

-.047

.081

-.026

.026

Gender

.046

-.132

.508

-.104

.232

Age

.008

.237

.014

-.158

-.086

Institution

.214

-.181

.003

.147

.040

AcceMedia

-.042

-.064

-.111

.728

.084

HoursSpent

.071

.069

.025

.675

-.259

LocalNorms

.082

.036

-.230

.131

-.069

Youtube
BlackBerry

MP3

Rotated Component Matrixa


Component

Source
Attitudinal
Change
Exposure

.002

.046

.098

.124

-.028

-.008

-.092

-.172

-.081

.014

-.736

.062

.222

-.028

.186

-.042

-.201

.699

.120

-.009

.169

Rotated Component Matrixa


Component
8

10

11

12

Source

.118

.057

-.052

-.092

.827

AttitudinalChange

.058

-.010

.022

-.053

-.191

Exposure

.211

-.086

-.080

-.007

-.102

Extraction Method: Principal Component Analysis.


Rotation Method: Varimax with Kaiser Normalization.a
a. Rotation converged in 14 iterations.

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