Reliability Alpha, Principle Component Analysis, and Exploratory Factor Analysis

  • Hubert Gatignon


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.


Covariance Matrix Exploratory Factor Analysis Principle Component Analysis Consumer Research True Score 
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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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