“Apparently, it is so easy to find semantic scales which seem relevant to [information]
sources, so easy to name or describe potential/hypothetical sources, so easy to capture
college students to use the scales to rate the sources, so easy to submit those rates to
factor analysis, so much fun to name the factors when one’s research assistant returns
with the computer printout, and so rewarding to have a guaranteed publication with no
fear of nonsignificant results that researchers, once exposed to the pleasures of the
factor analytic approach, rapidly become addicted to it”.