factor analysis. A group of methods of multivariate analysis used to examine the inter-relationships of a set of measured data, typically a number of ATTITUDE SCALES applied to a number of people. The technique seeks by one of a number of factor methods employing various criteria to deduce the existence of certain underlying factors which contribute to the scores achieved by individuals for the various scales according to the strength for the individual of these factors. The method has been attacked on the grounds that the results are arbitrary, since they are determined by a series of arbitrary decisions on methods, and that a better understanding of the data may be obtained by an examination of the correlations between scores for the various scales. Such an examination should certainly precede factor analysis. (JAB)
KeywordsIncome Marketing Univer
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