Factor analysis in market research

Date of publication: June 15, 1959


In this article I shall try to consider the subject of factor analysis in market research. Anyone acquainted with the literature of factor analysis will be aware that in a single article one can neither give a complete description of the techniques nor a full critique of the subject. All I can hope to do is to indicate briefly what factor analysis is about and then discuss some of its salient features. Whilst some prior knowledge of factor analysis will no doubt be helpful in reading this article, I hope that Market Researchers without such knowledge will at least be enabled to judge whether or not to pursue the subject further.

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