The factor analysis in this example created 4 distinct groups of media – "in-person", "websites", "Web 2.0" and "industry media" from the seventeen individual media sources. Each factor was identified by the correlation between each media type within the factor, then an average "influence" score was calculated for each factor by looking at the influence of each media type included in the factor. Overall, the "in-person" factor (55%) was the most influential media type when choosing a particular brand.