Retention, Rotation, Reliability and Whether the Weights Matter
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Capstone 32 · Technical Report
Technical Report

Retention, Rotation, Reliability and Whether the Weights Matter

Kaiser's rule retains 9.8 components from twenty variables with no structure. Parallel analysis retains three here. Unit weights then reproduce the component scores above r = 0.96.

Data  1,628 usable responses, 20 five-point agreement items
Method  PCA on the correlation matrix, varimax rotation, parallel analysis
Headline  3 components, 54.6% of variance, unit weights lose nothing
Where this comes from
Chapter Chapter 194 · Principal Component Analysis: A Survey Battery
Part Part XXXI · Capstone Projects: Machine Learning
Dataset capstone-pca-survey-battery.xlsx
Notebook View the analysis

1. Sample and preparation

From 1,896 exported responses: a duplicated block of 46 removed on respondent_id; 173 responses carrying at least one item coded 99 ('prefer not to say') removed; 49 straight-liners, respondents whose twenty responses had zero variance, removed. Analysis sample 1,628.

The straight-liner exclusion is not cosmetic. A zero-variance response vector is perfectly consistent with every other zero-variance vector, and the entire analysis is a function of the correlation matrix.

Four items (q05, q11, q13, q17) are negatively worded and were reverse-scored as 6 minus the response before any analysis.

2. Number of components

Table 1. Parallel analysis against 500 simulated datasets of identical shape from uncorrelated variables.
ComponentEigenvalueVarianceNoise 95th percentileRetain
16.17430.9%1.235yes
22.55912.8%1.189yes
32.17810.9%1.159yes
40.9524.8%1.135no
50.6593.3%1.112no

The three rules in common use behave differently. Kaiser's eigenvalue-greater-than-one retains three here but came within 0.048 of retaining a fourth. The scree sequence (6.17, 2.56, 2.18, 0.95, 0.66) admits an elbow at two or at four. Parallel analysis retains three and rejects the fourth by 0.183.

A direct demonstration of the Kaiser problem: across 400 replications of twenty uncorrelated variables at n = 1,628, the rule retained a mean of 9.8 components (range 8 to 12). Sample eigenvalues scatter around 1 under the identity, so roughly half exceed it. The cutoff is the mean eigenvalue, not a test statistic. Parallel analysis is the sampling-aware form of the same comparison.

Three components account for 54.6 percent of the total item variance.

3. Rotation

Unrotated, 19 of 20 items load above 0.30 on the first component, which is the usual general factor that arises whenever all correlations are positive. Varimax rotation of the three retained components leaves the variance explained at 54.6 percent, unchanged by construction, and reduces the number of items loading above 0.30 on more than one component from many to two.

Rotation is a change of basis within a subspace fixed by the data. It has no effect on fit and constitutes no discovery; it should be described to non-technical readers as a readability step.

Two panels: a scree plot with a parallel-analysis reference line, and a heatmap of rotated loadings across three components.
Figure 1. Left, the eigenvalues against what noise produces at this sample size. Right, the rotated loading matrix, with the two cross-loading items and the one item that loads on nothing.

4. Rotated loadings

Table 2. Varimax-rotated loadings, values below 0.30 suppressed.
ItemDigitalSupportValueCommunality
q01 app easy0.770.62
q02 site fast0.760.60
q03 find info0.710.53
q04 checkout simple0.750.60
q05 app crashes (reversed)0.680.49
q06 account setup0.680.47
q07 app to support0.550.530.60
q08 agent knowledge0.790.64
q09 agent courtesy0.760.61
q10 first contact0.710.54
q11 wait too long (reversed)0.720.54
q12 kept informed0.710.51
q13 repeat myself (reversed)0.650.45
q14 issue resolved0.750.58
q15 price fair0.810.68
q16 worth paying0.800.65
q17 fees unclear (reversed)0.740.57
q18 plan choice0.740.56
q19 value vs rivals0.430.620.60
q20 ads appealing0.08

q07 and q19 cross-load and are excluded from the indices rather than assigned to the larger of their two loadings. q20 has a communality of 0.08 and is excluded entirely. All three exclusions are recorded here because item selection after seeing the results is the mechanism by which a battery is tuned toward a desired conclusion, and the defense against it is a written record rather than a rule.

5. Reliability

Table 3. Cronbach's alpha, with and without the reverse-scoring step.
IndexItemsAlpha (reverse-scored)Alpha (raw)Correlation with the overall item
Digital experience60.8390.555+0.545 / +0.488
Support quality70.8660.246+0.587 / +0.470
Value for money40.8280.400+0.532 / +0.489
All twenty as one scale200.877

Two points. First, reverse-scoring has no effect whatever on the eigenvalues: reversing an item multiplies its column by minus one, a similarity transformation of the correlation matrix. The retention decision, the rotation and the block structure are all identical either way, and the only symptom is negative loadings on four rows. Alpha, by contrast, collapses. Alpha is therefore the diagnostic that detects the error, and the component analysis is not.

Second, the twenty items treated as a single scale yield alpha = 0.877, exceeding two of the three block alphas, on a battery demonstrably measuring three things. Alpha increases with item count largely independently of dimensionality and should not be cited as evidence of unidimensionality.

Paired bars of alpha with and without reverse scoring for three indices.
Figure 2. Cronbach's alpha for each index with and without the reverse-scoring step. The component analysis is identical either way; alpha is the diagnostic that detects the error.

6. Unit weights against estimated weights

Table 4. Regression-method component scores against the plain average of the same items.
IndexCorrelation between component score and unweighted mean
Digital experience0.9722
Support quality0.9769
Value for money0.9613
Table 5. Five-fold cross-validation against the two outcome items collected alongside the battery.
Predictor setOverall satisfaction R²Would recommend AUC
Three component scores0.56960.7609
Three unweighted averages0.56100.7605
All twenty items separately0.56560.7552

The three predictor sets differ by 0.009 in R-squared and 0.006 in AUC. Retaining all twenty items and allowing a model to weight them freely does not outperform three unweighted averages. This reproduces the standard unit-weights result: where items are positively correlated with loadings of similar magnitude, equal weighting matches estimated weighting on out-of-sample prediction.

The operational conclusion is to deploy unweighted averages. The analytical conclusion is that the component analysis was still required, since it is what identified the three-block structure, the item assignments and the three exclusions. Dimension reduction was necessary as an investigation and unnecessary as a pipeline.

Two panels: a histogram centered near ten components retained from structureless data, and scatter plots showing correlations above 0.96 between component scores and unweighted averages.
Figure 3. Left, how many components the eigenvalue-greater-than-one rule retains from twenty variables with no structure. Right, component scores against the plain average of the same items.

7. Limitations

PCA is not factor analysis. Components are weighted sums of observed items chosen to maximize captured variance; a common-factor model treats items as noisy indicators of latent constructs with item-specific error terms. For index construction the two agree closely at these communalities. For any claim about a latent construct as a cause, the factor model is the appropriate object.

Treating five-point ordinal responses as continuous attenuates the correlations, increasingly so with skew. Polychoric correlations would produce somewhat larger loadings. At five categories and mild skew this does not usually change the grouping; at three categories or with strong floor or ceiling effects it can, and the analysis should be repeated on the polychoric matrix if either condition holds in a future wave.

The three-block structure is established on a single wave. It should be confirmed on the next one before the indices are treated as fixed, particularly if items are added or reworded.

From Statistics, Data Science and AI: A Visual Handbook by John Fisher. Every statistic, table, and figure in this report is reproduced by the companion notebook.