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Factor Analysis

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Factor Analysis

Factor analysis is a stastical technique used in market research to identify the unobserved variables (called Factors) within a group of correlated, observed variables, which explain that correlation. Factor analysis is used to identify a smaller set of salient variables which can then be used in additional research moving forward.

The technique can be utilised in a wide range of market research services provided by DJS Research, including customer satisfaction, segmentation and customer profiling.

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