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Factor Analysis: Varimax Rotation
Varimax rotation is a statistical technique used at one level of factor analysis as an attempt to clarify the relationship among factors. Generally, the process involves adjusting the coordinates of data that result from a principal components analysis. The adjustment, or rotation, is intended to maximize the variance shared among items. By maximizing the shared variance, results more discretely represent how data correlate with each principal component. To maximize the variance generally means to increase the squared correlation of items related to one factor, while decreasing the correlation on any other factor. In other words, the varimax rotation simplifies the loadings of items by removing the middle ground and more specifically identifying the factor upon which data load. This entry introduces the varimax rotation and ...
- Creating and Conducting Research
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- Modern History of the Discipline of Communication
- Resource Guide
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