Research Topics:

Data Analysis | Factor Analysis | Social Research

Content Type:

Glossary

Achieved Communality Definition

Total amount of variance an original variable shares with all other variables included in the analysis. A variable's commonality must be estimated prior to performing a factor analysis.

In reference to marketing research, achieved communality is a measure used in factor analysis. Factor analysis is a technique that clarifies the underlying structure among a large number of variables by grouping them into common factors. Achieved communality is significant in marketing research because it assists in dimension reduction and data simplification. Higher achieved communality values indicate that the factors are more effective at explaining the observed variables. By identifying the shared variance among observed variables, researchers can reduce the complexity of data while retaining essential information. Additionally, it aids in identifying redundant or irrelevant variables, allowing for researchers to focus on the most influential factors. Moreover, a higher achieved communality suggests the factor analysis is successful in capturing common patterns and indicating that the analysis is valid and robust. Achieved communality represents the proportion of variance in an observed variable that can be explained by the common factors. It quantifies how well the factors account for the observed variables' shared variance. Higher achieved communality values indicate that the factors are more effective at explaining the observed variables.

Who relies on achieved communality?

Market researchers, data analysts and social scientists heavily rely on achieved communality. They use factor analysis as part of their research methodology to uncover latent factors influencing consumer behaviors, preferences and opinions. Understanding the achieved communality helps researchers determine which variables are well-represented by the underlying factors and which ones might require further investigation or refinement in their studies.

Why should marketing researchers care about achieved communality?

Achieved communality is crucial to people in marketing research or any field that involves data analysis because it provides insights into the reliability and validity of the factors determined through factor analysis. High achieved communality values say the observed variables are well explained by the identified common factors, thus increasing the trustworthiness of the results. This knowledge enables more accurate decision-making in marketing, as well as comprehends the relationships between different variables and the underlying factors influencing them.