Quote
Müller, W. (2004). Multivariate Statistics in Quantitative Marketing: Concept and Applications of Factor Analysis.
Content
Factor analysis has long been one of the most important methods of multivariate data analysis. Its origins lie in psychology, where as early as the beginning of the last century, attempts were made to measure "intelligence" by tracing it back to a single factor, the "general factor". Later, the now common practice of organizing or simplifying complex relationships between a large number of given (manifest) characteristics by condensing them into a smaller number of underlying "latent" factors on the basis of their empirical characteristic correlations became established.
References
URN urn:nbn:de:hbz:dm13-355
Keywords
Factor analysis
Multivariate statistics
QuantitativeMarketing