Factor analysis and discriminant validity:a brief review of some practical issues


Growth in availability and ability of modern statistical software has resulted in greater numbers of research techniques being applied across the marketing discipline. However, with such advances come concerns that techniques may be misinterpreted by researchers. This issue is critical since misinterpretation could cause erroneous findings. This paper investigates some assumptions regarding: 1) the assessment of discriminant validity; and 2) what confirmatory factor analysis accomplishes. Examples that address these points are presented, and some procedural remedies are suggested based upon the literature. This paper is, therefore, primarily concerned with the development of measurement theory and practice. If advances in theory development are not based upon sound methodological practice, we as researchers could be basing our work upon shaky foundations.

Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School > Economics, Finance & Entrepreneurship
Event Title: Australia and New Zealand Marketing Academy Conference 2009
Event Type: Other
Event Dates: 2009-11-30 - 2009-12-02
Uncontrolled Keywords: average variance extracted,discriminant validity,factor analysis,Latent Variable Modelling
ISBN: 1-86308-158-5
Last Modified: 17 Apr 2024 07:27
Date Deposited: 15 Jan 2010 13:59
PURE Output Type: Conference contribution
Published Date: 2009
Authors: Farrell, Andrew M. (ORCID Profile 0000-0002-5903-3611)
Rudd, John M.


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