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Activity Number: 439 - Topics in Marketing
Type: Contributed
Date/Time: Thursday, August 12, 2021 : 4:00 PM to 5:50 PM
Sponsor: Section on Statistics in Marketing
Abstract #319128
Title: Data Visualization for Exploratory Factor Analysis
Author(s): Nivedita Bhaktha*
Companies: GESIS
Keywords: exploratory factor analysis; data visualization; dimension reduction; ordinal data; survey research
Abstract:

Exploratory factor analysis (EFA) is routinely used by researchers to reduce the dimensions of their data, and to form meaningful factors. While there are good guidelines on how to report the results, data visualization tools are rarely used in understanding the results of EFA. Good data visualization, especially in a multivariate framework with ordinal data, makes it easier for people interpret the results of the analysis better. This presentation introduces and demonstrates different data visualization techniques that can be used to illustrate the results of EFA and improve its interpretation. Advantages and disadvantages of each of these techniques are discussed. As EFA is oftentimes used on survey data, apart from visualizations for the results, exploratory data visualization for ordinal variables are also presented. Moreover, these graphical tools can be used for purposes other than EFA. Data visualization and analysis is performed in R using publicly available survey data.


Authors who are presenting talks have a * after their name.

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