The factors produced and the result of the factor loadings from factor analysis are mathematical constructs. It

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The factors produced and the result of the factor loadings from factor analysis are mathematical constructs. It is the task of the researcher to make sense out of these factors. The table lists four factors produced from a study of cable TV viewers. What label would you put on each of these factors? Why?
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Marketing Research Essentials

ISBN: 978-1118249321

8th edition

Authors: Carl McDaniel Jr., Roger Gates

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