PRáCTICAS DEL ANáLISIS FACTORIAL EXPLORATORIO (AFE) EN LA INVESTIGACIóN SOBRE CONDUCTA DEL CONSUMIDORY MARKETING

exploratory factor analysis (efa) is one of the most widely used statistical procedures in social research. the main objective of this work is to describe the most common practices used by researchers in the consumer behavior and marketing area. through a literature review methodology the practices of afe in five consumer behavior and marketing journals (2000-2010) were analyzed. then, the choices made by the researchers concerning factor model, retention criteria, rotation, factors interpretation and other relevant issues to factor analysis were analized. the results suggest that researchers routinely conduct analyses using such questionable methods. suggestions for improving the use of factor analysis and the reporting of results are presented and a checklist (exploratory factor analysis checklist, efac) is provided to help editors, reviewers, and authors improve reporting exploratory factor analysis.