Factory Analysis — a Tool for Data Reduction

  title={Factory Analysis — a Tool for Data Reduction},
  author={I. Crawford and R. Lomas},
  journal={European Journal of Marketing},
Determines that factor analysis is a data reduction technique, which takes a number of different variables and tries to note any underlying relationships which may be present. Posits that the factor analysis technique was originally pioneered by a psychologist named Spearman to aid his understanding of human abilities, he postulated that a basic factor of intelligence underlies each person's ability to perform various skills. Adumbrates that the applications of factor analysis in marketing are… Expand
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