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

Andrew M. Farrell, John M. Rudd

Research output: Chapter in Book/Report/Conference proceedingConference publication

Abstract

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.
Original languageEnglish
Title of host publicationANZMAC 2009 conference proceedings
EditorsDewi Tojib
PublisherANZMAC
ISBN (Print)1-86308-158-5
Publication statusPublished - 2009
EventAustralia and New Zealand Marketing Academy Conference 2009 - Melbourne, Australia
Duration: 30 Nov 20092 Dec 2009

Conference

ConferenceAustralia and New Zealand Marketing Academy Conference 2009
Abbreviated titleANZMAC 2009
CountryAustralia
CityMelbourne
Period30/11/092/12/09

Keywords

  • average variance extracted
  • discriminant validity
  • factor analysis
  • Latent Variable Modelling

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  • Cite this

    Farrell, A. M., & Rudd, J. M. (2009). Factor analysis and discriminant validity: a brief review of some practical issues. In D. Tojib (Ed.), ANZMAC 2009 conference proceedings ANZMAC.