Evaluating Factor Analysis Decisions for Scale Design in Communication Research

Abstract

Factor analysis techniques offer the communication researcher a set of important tools for the development and substantiation of attitude and opinion scales. Often, however, crucial factoring decisions are based on convention or misunderstanding, leading to questionable conclusions. The purpose of this article is to offer the nontechnical communication researcher a foundation for making and defending rational factoring decisions that can lead to quality scales. Basic concepts and recommendations are discussed regarding scale design, sample size and selection, number of variables, reduction and rotation methods, and factor retention criteria. A content analysis of 184 communication research studies from 51 communication journals that reported the use of exploratory factor analysis is included in order to determine common factoring methods and evidence of factoring decision rationales. Extending previous research that found inappropriate decisions or nonreporting of factoring decisions within studies in communication research and psychological research journals, this study demonstrates that factoring decisions in the broad community of communication journals is even less rigorous in these regards.

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