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| Author: | Rothman, J. |
| Title: | Some considerations affecting the use of factor analysis |
| Journal: | Journal of the Market Research Society
1996 : OCT, VOL. 38:4, p. 369-382 |
| Index terms: | MARKETING RESEARCH FACTOR ANALYSIS |
| Language: | eng |
| Abstract: | Thanks to the computer, researchers in the sixties started to find it easier to dazzle their clients with multivariate analyses. They no longer had to know the methodology they were using let alone serve an apprenticeship with mechanical calculator or adding machine and slide rule. Factor analysis was developed by psychologists rather than statisticians and at that time was still a controversial technique. This paper arose from a Royal Statistical Society meeting. It explains why selective use of factor analysis was justified and when and how it should be used. |
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