The Application and Misapplication of Factor Analysis in Marketing Research

1981 ◽  
Vol 18 (1) ◽  
pp. 51-62 ◽  
Author(s):  
David W. Stewart

The use of factor analysis as a method for examining the dimensional structure of data is contrasted with its frequent misapplication as a tool for identifying clusters and segments. Procedures for determining when a data set is appropriate for factoring, for determining the number of factors to extract, and for rotation are discussed.

Author(s):  
Sevinc Gelmez Burakgazi ◽  
İclal Can

The purpose of this study was to develop a scale to investigate Turkish pre-service teachers' perceptions of professional ethics in teaching. This survey research consisted of two studies. In study 1, an exploratory factor analysis (EFA) was performed in SPSS 23 in order to investigate the scale’s factorial structure. Study 1 involved a convenience sample of 220 senior pre-service teachers studying at two Turkish public universities. The EFA yielded a single factor structure which accounted for 39.36% of the total variance and included 43 items. In study 2, a confirmatory factor analysis (CFA) was conducted in LISREL 9.30 to test and confirm the uni-dimensional structure of the 43-item scale obtained in study 1 on a data set of 724 participants from four public universities. Overall, the results prove that this 43-item scale is a valid and reliable tool to test pre-service teachers’ perceptions of professional ethics.


2021 ◽  
Vol 51 (5) ◽  
Author(s):  
Cristiano Ferreira de Oliveira ◽  
Gabriely Teixeira ◽  
Alex da Silva Temoteo ◽  
Moysés Nascimento ◽  
Cosme Damião Cruz

ABSTRACT: Empirical patterns of linkage disequilibrium (LD) can be used to increase the statistical power of genetic mapping. This study was carried out with the objective of verifying the efficacy of factor analysis (AF) applied to data sets of molecular markers of the SNP type, in order to identify linkage groups and haplotypes blocks. The SNPs data set used was derived from a simulation process of an F2 population, containing 2000 marks with information of 500 individuals. The estimation of the factorial loadings of FA was made in two ways, considering the matrix of distances between the markers (A) and considering the correlation matrix (R). The number of factors (k) to be used was established based on the graph scree-plot and based on the proportion of the total variance explained. Results indicated that matrices A and R lead to similar results. Based on the scree-plot we considered k equal to 10 and the factors interpreted as being representative of the bonding groups. The second criterion led to a number of factors equal to 50, and the factors interpreted as being representative of the haplotypes blocks. This showed the potential of the technique, making it possible to obtain results applicable to any type of population, helping or corroborating the interpretation of genomic studies. The study demonstrated that AF was able to identify patterns of association between markers, identifying subgroups of markers that reflect factor binding groups and also linkage disequilibrium groups.


1998 ◽  
Vol 14 (3) ◽  
pp. 202-210 ◽  
Author(s):  
Suzanne Skiffington ◽  
Ephrem Fernandez ◽  
Ken McFarland

This study extends previous attempts to assess emotion with single adjective descriptors, by examining semantic as well as cognitive, motivational, and intensity features of emotions. The focus was on seven negative emotions common to several emotion typologies: anger, fear, sadness, shame, pity, jealousy, and contempt. For each of these emotions, seven items were generated corresponding to cognitive appraisal about the self, cognitive appraisal about the environment, action tendency, action fantasy, synonym, antonym, and intensity range of the emotion, respectively. A pilot study established that 48 of the 49 items were linked predominantly to the specific emotions as predicted. The main data set comprising 700 subjects' ratings of relatedness between items and emotions was subjected to a series of factor analyses, which revealed that 44 of the 49 items loaded on the emotion constructs as predicted. A final factor analysis of these items uncovered seven factors accounting for 39% of the variance. These emergent factors corresponded to the hypothesized emotion constructs, with the exception of anger and fear, which were somewhat confounded. These findings lay the groundwork for the construction of an instrument to assess emotions multicomponentially.


2021 ◽  
Vol 8 (2) ◽  
pp. 113-118
Author(s):  
Noora Shrestha

Food and beverage marketing on social media is a powerful factor to influence students’ exposure to social media and application for food and beverage. It is a well-known fact that most of the food and beverage business target young people on the social media. The objective of the study is to identify the factors associated to the students’ exposure in the social media platforms for food and beverage. The young students between the ages 20 to 26 years completed a self-administered questionnaire survey on their media use for food and beverages. The questionnaire was prepared using Likert scale with five options from strongly agree to strongly disagree. The data set was described with descriptive statistics such as mean and standard deviation. The exploratory factor analysis with varimax rotation method was used to extract the factors. The most popular social media among the respondents were Facebook, Instagram, and You Tube. 73.3% of the students were exposed to food and beverage application in their mobile device and 76% of them followed the popular food and beverage pages in social media. The result revealed that social media posts, promotional offer, and hygienic concept have positively influenced majority of the students’ exposure to social media for food and beverage. Keywords: Factor analysis, Social Media, Food and Beverage, Student, Promotional Offer.


2016 ◽  
Vol 32 (3) ◽  
pp. 855 ◽  
Author(s):  
Marina Álvarez-Hernández ◽  
Pilar Castro-Pañeda ◽  
Carmen González-González-de-Mesa ◽  
Eva Álvarez-Martino ◽  
María Ángel Campo-Mon

<p style="margin: 0cm 0cm 0pt; text-indent: 35.45pt;"><span style="font-size: medium;"><span style="font-family: 'Times New Roman',serif;" lang="ES-TRAD">In recent years difficulties in the field of teaching have increased considerably, due to what it is known as disruptive classroom behaviour. Proof of this can be seen in the fact that this topic is the focus of numerous recent studies and also in the fact that this question appears frequently in the media. The main purpose of this study is to validate a scale in order to know objectively the views of educational professionals about disruptive classroom behaviours. Taking into account previous literature and working with a </span><span style="font-family: 'Times New Roman',serif; mso-fareast-font-family: 'Times New Roman'; mso-bidi-font-weight: bold;" lang="ES-TRAD">panel of experts, a new scale of 15 items was developed. </span><span style="font-family: 'Times New Roman',serif;" lang="ES-TRAD">The scale was distributed to a sample composed of 346 professionals with an average age of 43. </span></span></p><span style="font-family: 'Times New Roman',serif; font-size: 12pt; mso-fareast-font-family: 'MS Mincho'; mso-fareast-theme-font: minor-fareast; mso-fareast-language: ES; mso-ansi-language: ES-TRAD; mso-bidi-language: AR-SA;" lang="ES-TRAD">An exploratory factor analysis, a principal components analysis and an analysis of correlations between factors were applied. Such analyses </span><span style="font-family: 'Times New Roman',serif; font-size: 12pt; mso-fareast-font-family: 'Times New Roman'; mso-fareast-language: ES; mso-ansi-language: ES-TRAD; mso-bidi-font-weight: bold; mso-bidi-language: AR-SA;" lang="ES-TRAD">have confirmed that the factorial structure of the scales converges towards the anticipated factors and it reaffirms its weight and confidence level. It can be concluded from this that the scale is valid for measuring the perception of teachers regarding the question being studied. The data indicates an optimum fit of the three-dimensional structure to the items of the scale.</span>


2015 ◽  
Vol 19 (4) ◽  
pp. 430-444 ◽  
Author(s):  
Jieun Kim ◽  
Kim K. Johnson

Purpose – The purpose of this paper is to improve the original Brand Luxury Index (BLI) developed by Vigneron and Johnson to provide a practical tool for assessing consumer’s perception of the luxurious of a brand. Design/methodology/approach – The original BLI was revised through three stages: an initial scale-item generation employing a qualitative method (i.e. focus group interviews), scale purification process using statistical techniques (i.e. exploratory factor analysis and confirmatory factor analysis (CFA)), and scale verification process using CFA. Data (249 for scale purification, 253 for scale validation) were collected with the help of E-rewards, a marketing research company. Findings – The modified BLI contains five dimensions (i.e. quality, extended-self, hedonism, accessibility, and tradition). The number of the dimensions remained the same as the original conceptualization (i.e. conspicuousness, uniqueness, quality, hedonism, extended-self), however, the contents of those dimensions differed. Practical implications – The modified BLI can be used to monitor and manage a prestige brand in the market place. Not only can marketers of prestige brands use the index to assess consumers’ perception of the luxuriousness of their brands but also to position their brand along the desired dimension of luxuriousness. Originality/value – The modified BLI can be used to measure marketing performance of luxury brands.


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