Exercise

Measuring loyalty

At the beginning of this chapter, we asked rhetorically, "How do you measure 'loyalty'?" In this lesson, we're about to do exactly that. The b_loyal_10 survey has been loaded -- as you might have guessed, this is a 10-item survey meant to measure the latent variable, "loyalty". The developers of the study believe the survey measures three dimensions of brand loyalty.

Does the data agree? Let's conduct some EFA diagnostics on this survey and find out! psych has been loaded into your environment.

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Create a three-factor EFA of the b_loyal_10 data frame. Store the results as b_loyal_10_EFA_3.