APLICAÇÃO DA ANÁLISE FATORIAL EXPLORATÓRIA NO SOFTWARE FACTOR: UM TUTORIAL METODOLÓGICO PARA PESQUISADORES DA ÁREA DE MARKETING
Resumo
Este artigo teve como objetivo apresentar um tutorial metodológico para a realização de Análise Fatorial Exploratória (AFE) no software Factor, com foco na configuração dos parâmetros e na aplicação das melhores práticas estatísticas em pesquisas com dados de autorrelato. Como exemplo prático, utilizou-se a escala de Yi e Gong (2013), aplicada em um estudo real na área de marketing. A pesquisa reforça a segurança da utilização dessa escala em pesquisas de marketing que buscam mensurar o comportamento de cocriação, considerando as características específicas de determinado segmento de mercado e o comportamento do consumidor. Além disso, é fornecido um guia didático para a replicação da técnica e tratamento de dados em qualquer banco de dados derivado de autorrelatos, condição inerente aos questionários utilizados em pesquisas de marketing. Pesquisadores da área de marketing são incentivados a utilizar o caminho empregado. Espera-se que o software Factor seja uma ferramenta comum ao desenvolvimento de AFEs, tendo em vista a qualidade e robustez proporcionadas pela ferramenta. As práticas de análise de dados podem ser aprimoradas, gerando insights a partir de pesquisas baseadas em autorrelatos, particularmente relevantes para questões de pesquisa relacionadas a aspectos sociais e de gestão.
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DOI: https://doi.org/10.13059/racef.v16i3.1320
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