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Example 01
Table 01: Sample table for Exploratory Factor Analysis for Reasons to Watch TV
Loadings Communality
Items in the Scale Factor Factor
1: 2:
Watch TV for relief of boredom 0.774 0.599
Watch TV to escape from personal problems 0.744 0.564
Watch TV to cope with stress 0.728 0.575
Watch TV to change my mood 0.71 0.554
Watch TV to fill time 0.697 0.487
Watch TV for stimulation and excitement 0.646 0.433
Watch TV for things to talk about 0.574 0.551
Watch TV to socialize or spend time with other people 0.523 0.35
also watching
Watch TV to find out what’s going on in the world 0.815 0.665
Watch TV to keep in touch with what’s going on 0.756 0.572
Watch TV to challenge me, make me think 0.661 0.515
Watch TV for facts and opinion that will interest others 0.652 0.532
Watch TV to help me make a decision or learn something 0.65 0.429
Eigenvalue 3.894
% of Total Variance 29.953
Total Variance 52.50%
Twelve questions relating to reasons for watching TV were factor analyzed using principal
component analysis with Varimax (orthogonal) rotation. The analysis yielded two factors
explaining a total of 52.503% of the variance for the entire set of variables. Factor 1 was labeled
emotion/affective reasons to watch TV due to the high loadings by the following items: for
relieve of boredom; to escape from personal problems; to cope with stress; to change my mood;
to fill time; for stimulation and excitement; for things to talk about; to socialize or spend time
with other people also watching. This first factor explained 29.953% of the variance. The second
factor derived was labeled cognitive reasons to watch TV. This factor was labeled as such due to
the high loadings by the following factors: to find out what’s going on in the world; to keep in
touch with what’s going on; to challenge me, make me think; for facts and opinions that will
interest others; to help me make a decision or learn something. The variance explained by this
factor was 22.55%.
The communalities of the variables included are rather low overall with one variable (to socialize
or spend time with other people also watching) having a small amount of variance (35%) in
common with the other variables in the analysis. This may indicate that the variables chosen for
this analysis are only weakly related with each other. However the KMO and Bartlett’s Test of
Sphericity both indicate that the set of variables are at least adequately related for factor analysis.
Substantively, this means that we have identified two clear patterns of response among NCP03
respondents – one pattern of watching TV for emotional/affective reasons (or not), and one
pattern of watching TV for cognitive reasons (or not). These two tendencies are independent of
one another (i.e. they are not correlated).
Example 02
To further investigate the number of constructs and structure of this measure, an
exploratory factor analysis was conducted. Velicer’s Minimum Average Partial test and parallel
analysis were employed to determine the appropriate number of factors to retain (O’Connor,
2000). Although the sample size was small and unlikely to have enough power for an adequate
factor analysis, the analyses were done for the sake of comparison with the two-cluster solution.
The exploratory factor analysis using a principal-axis factor extraction was conducted to
determine the factor structure. Velicer’s MAP test recommended a three-factor solution, the
Parallel Analysis recommended a two-factor solution for the cyberloafing items, and the scree
plot indicated a two-factor solution. When comparing the two-factor solution to the three-factor
solution, double-loading of items was an issue in each solution, however, the two-factor solution
provided constructs that were less complex than those in the three-factor solution. For
interpretation of the two factors, a Varimax orthogonal rotation was used. This rotation had
sums of squared loadings ranging from 2.79 to 3.45, and the grouping of items was similar to
that of the cluster analysis where the first factor was behaviors frequently performed and the
second factor was behaviors infrequently performed (see Table 2). The frequent cyberloafing
behavior construct had a Cronbach’s alpha of .848, and the infrequent cyberloafing behavior
construct had a Cronbach’s alpha of .729, which could be increased to .752 if item 3 (“Browse
investment-related Web sites”) was removed. Although the factor analysis was calculated with
an insufficient sample size, and there was a large number of double-loaded items between the
two measures, it shows more evidence of a two-factor structure consisting of frequent and
infrequent cyberloafing behaviors.