The Application and Misapplication of Factor Analysis in Marketing Research
对比了因子分析在检验数据维度结构中的正确应用，以及被误用于识别聚类和分段的常见错误，并讨论了判断数据是否适合因子分析、确定因子数量和旋转方法的步骤。
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.