Hey all,
For my master's thesis I am conducting research to determine the influence of certain factors (ghost games, lack of fan interaction, esports) on fan loyalty. For my statistical analyses, I will first conduct confirmatory factor analysis to validate which items (f.e., purchased merchandise) belong to what latent factor (f.e., behavioral loyalty).
However, I am unsure for my next step. Can I use multiple lineair regression with my latent variables to identify the relationship between the factors and loyalty. The data is collected through a survey of mainly 7-point Likert scale questions. Can I use lineair regression or is ordinal regression a must with Likert scale data?
Thanks in advance for answering!
Nope nope you can't. You can think about the fact that ordinal logistic regression is a linear model too. The you can use ordinal logistic regression to attack your problem with LIKERT DVs. Since you have some latent variables too.,Perhaps you should take a course on psych measurements as well. Should you develop some scales for those variables.? Google David L Morgan's work some of which is posted here. Don't forget SEM models for the additional latent variables or scales. Some work left before the computer stage. it seems. Good luck, David Booth
Hi Bram Ten Barge
In statistics, it's crucial to think about testing the assumptions that go along with the analysis and determining the suitability of the data set for various analyses. Using factor analysis, few factors are extracted from the large number of related variables to a more manageable number, prior to using them in other analysis such as multiple regression or multivariate analysis of variance: Article Factor Analysis as a Tool for Survey Analysis
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