varimax rotation, in factor analysis

a widely used method of the orthogonal rotation of the initial factors in a factor analysis in which the variance of the loadings of the variables within a factor are maximized. High loadings on the initial factors are made higher on the rotated factor and low loadings on the initial factors are made lower on the rotated factor. Differentiating the variables that load on a factor in this way makes it easier to see which variables most clearly define that factor and to interpret the meaning of that factor. Orthogonal rotation is where the factors are at right angles or unrelated to one another.