Is nessasary to perform Factor Analysis for Marketing Research?

Hello, I'm a student which conducting a marketing research.
Topic of research related to determinant of E-Service Quality of a company. Questionnaire construct based on ESERVQUAL.

So, is nessasary to run Factor Analysis? Or just replace with Mean and SD.


TS Contributor
Hi wei6722,

I really don't understand what you are trying to do here. We may be more helpful if you give some further details about your objectives, sample size, source of data, etc. Just let me add that I have used Factor Analysis in Marketing Research with great results and I've also seen many applications of Structural Equation Models, which are closely related, obtaining some amazing insights helpful for market segmentation, product placement and even to predict consumer's behavior.