Factor analysis: Key tool in consumer behavior research

Abstract

Quantitative techniques are in frequent use by students of consumer behavior. Most of these techniques, such as correlation analysis and Chi-square tests for significant differences are treated in the various quantitative methods courses taught in or for schools of business across the country. Factor analysis, on the other hand, is rarely included in the content of these courses. Nevertheless, it is not uncommon to find journal articles in which results of factor analytic studies are reported. This state of affairs must produce some frustration among marketing practitioners and even among some academicians, who find it difficult to interpret those results, much less understand how they were obtained. This article is designed to assist those who need to read and comprehend journal articles, who need to discuss such articles with others and who may find it desirable to use factor analysis in their own work.