This entry provides a concise overview of techniques for testing measurement validity, developing useful sets of indicators, and identifying latent factor structures. Both confirmatory and exploratory approaches to factor analysis are discussed. Classical test theory is emphasized as a helpful framework for specifying and evaluating measurement models. Examples are provided along with step‐by‐step guidelines to assist researcher decision‐making during factor analysis. More generally, this entry addresses the concept of measurement and its importance in social sciences such as media psychology. Other topics discussed include structural equation modeling, path analysis, specification error, measurement error, and model fit comparison.