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| The selection of items for the factor analysis appears to include nine items which are worded to indicate negative outcomes and over 40 items which are worded in a positive way. This is problematic in terms of response set biases especially when the researchers (after the Table 1 insert) then use the high percentage variance accounted for on the factors to suggest highly positive evaluation of Expo. The high percentage variance is a result of a large number of positive items which predictably enough load effectively on the same factor (s). If a smaller number of items had been used the factor¡¯s eigen value would have been less. This does not mean the factor would be less coherent. The mistake here lies in assuming that a high percentage variance accounted for is the same as high importance to the respondents. Perhaps the authors are aware of this issue but clarity in expression is needed to make it transparent. |
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