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February 1, 1981Journal of Marketing Research229 citations

The Application and Misapplication of Factor Analysis in Marketing Research

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DSDavid W. Stewart

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Abstract

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.

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Cite This Study

David W. Stewart (1981) studied this question.

synapsesocial.com/papers/6a0f165925c30b2cc7fa18d0https://doi.org/10.1177/002224378101800105
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