Maximum likelihood factor analysis is a useful technique for analyzing attitude data. The solution can be tested statistically for goodness of fit. Companion procedures for restricting the factor solution permit the testing of hypothesized factor structures. Thus the technique can be used to construct solutions that are more clearly interpretable while still providing adequate fit to the data. A case example is given to illustrate the use of the technique.
Get full access to this article
View all access options for this article.
References
1.
BartlettM. S.“Tests of Significance in Factor Analysis,”British Journal of Psychology, Statistics Section, 3(June 1950), 77–85.
2.
HeelerRoger M., and RayMichael L.“Measure Validation in Marketing,”Journal of Marketing Research, 9(November 1972), 361–70.
3.
HeelerRoger M., and WhippleThomas W.“A Monte Carlo Aid to the Evaluation of Maximum Likelihood Factor Analysis Solutions,”The British Journal of Mathematical and Statistical Psychology, 29(November 1976).
4.
HornJohn L.“A Rationale and Test for the Number of Factors in Factor Analysis,”Psychometrica, 30(June 1965), 179–85.
5.
HoweW. G.“Some Contributions to Factor Analysis,” Report No. ONRL-1919. Oak Ridge, Tennessee: Oak Ridge National Laboratory, 1955. Cited in [17].
6.
HurleyJ. R., and CattellR. B.“The Procrustes Program: Producing Direct Rotation to Test a Hypothesized Factor Structure,”Behavioral Science, 7(July 1962), 258–62.
7.
HustadThomas P., and PessemierEdgar A.“Will the Real Consumer Activist Please Stand Up: An Examination of Consumers’ Opinions About Marketing Practices,”Journal of Marketing Research, 10(August 1973), 319–24.
8.
JöreskogKarl G.“UMLFA—A Computer Program for Unrestricted Maximum Likelihood Factor Analysis,” Research Memorandum 66–30. Princeton, New Jersey: Educational Testing Service, 1966.
9.
JöreskogKarl G.“Testing a Simple Structure Hypothesis in Factor Analysis,”Psychometrica, 31(June 1966), 165–78.
10.
JöreskogKarl G.“Some Contributions to Maximum Likelihood Factor Analysis,”Psychometrica, 32(December 1967), 443–82.
11.
JöreskogKarl G.“Simultaneous Factor Analysis in Several Populations,”Psychometrica, 36(December 1971), 409–26.
12.
JöreskogKarl G., and GruvaeusG.“RMLFA—A Computer Program for Restricted Maximum Likelihood Factor Analysis,” Research Memorandum 67-21. Princeton, New Jersey: Educational Testing Service, 1967.
13.
JöreskogKarl G., and LawleyD. N.“New Methods in Maximum Likelihood Factor Analysis,”The British Journal of Mathematical and Statistical Psychology, 21(May 1968), 85-%.
14.
LawleyD. N.“The Estimation of Factor Loadings by the Method of Maximum Likelihood,”Proceedings of the Royal Society Edinburgh (A), 60(1940), 64–82.
15.
McGawBarry, and JöreskogKarl G.“Factorial Invariance of Ability Measures in Groups Differing in Intelligence and Socioeconomic States,”The British Journal of Mathematical and Statistical Psychology, 24 (1971), 154–68.
16.
MitchellAndrew A., and OlsonJerry C.“Use of Restricted and Unrestricted Maximum Likelihood Factor Analysis to Examine Alternative Measures of Brand Loyalty,”Proceedings, Fall Conference, American Marketing Association, 1975181–6.
17.
MulaikStanley A.The Foundations of Factor Analysis.New York: McGraw-Hill Book Co., 1972.
18.
PessemierEdgar A., Stewart De BruickerF., and HustadThomas P.“The 1970 Purdue Consumer Behavior Research Project,” unpublished paper, Krannert Graduate School of Industrial Administration, Purdue University, 1971.
19.
TuckerL. R., and LewisC.“A Reliability Coefficient for Maximum Likelihood Factor Analysis,”Topics in Factor Analysis II, Technical Report, U.S. Office of Naval Research, 1971.
