Theory into practice: Toward a set of standards for the use of factor analysis in the Journal of Broadcasting & Electronic Media

After finding that factor analysis is used extensively in the Journal of Br oadcasting & Electronic Media, and further finding that there is little con sistency to how the analysis is used, this article proposes some standards which authors ought to consider when using factor analysis, especially rele asing the limits on the number of factors in exploratory analysis, and usin g structural models for confirmatory analysis.