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Reliability Alpha, Principle Component Analysis, and Exploratory Factor Analysis

  • Hubert Gatignon
Chapter

Abstract

In this chapter, we will discuss the issues involved in building measures or scales. We focus on two types of analysis: (1) the measurement of reliability with Cronbach’s alpha and (2) the verification of unidimensionality using factor analysis . In this chapter, we concentrate on exploratory factor analysis and we only introduce the notion of confirmatory factor analysis in this chapter. The next chapter develops in detail the confirmatory factor analytic model and examines the measures of convergent and discriminant validity.

Keywords

Covariance Matrix Exploratory Factor Analysis Principle Component Analysis Consumer Research True Score 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Copyright information

© Springer Science+Business Media, LLC 2010

Authors and Affiliations

  1. 1.INSEAD, The Business School for the WorldFontainebleau CedexFrance

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