Foundations and Trends® in Marketing- Three Essential Analytical Techniques for the Behavioral Marketing Researcher Median Splits, Mean-Centering, and Mediation Analysis
Afbeeldingen
Sla de afbeeldingen overArtikel vergelijken
Auteur:
Dawn Iacobucci
Deidre L. Popvich
Co-auteur:
Georgios A. Bakamitsos
- Engels
- Paperback
- 9781601989130
- 30 december 2015
- 106 pagina's
Samenvatting
Reviews several topics that are essential complementary analytics that enable behavioural marketing researchers to thoroughly test theories and hypotheses, and thereby advance their respective literatures and contribute to knowledge bases. The intended audience is behaviourally oriented marketers interested in learning more.
Three Essential Analytical Techniques for the Behavioral Marketing Researcher: Median Splits, Mean-Centering, and Mediation Analysis reviews several topics that are essential complementary analytics that enable behavioural marketing researchers to thoroughly test theories and hypotheses, and thereby advance their respective literatures and contribute to knowledge bases. The intended audience for this monograph is behaviourally oriented marketers interested in learning more about some core analytical tools of the trade. The authors proceed under the assumption that most consumer behaviour researchers have a strong, clear foundation in the understanding and execution of experimentation and the analysis of variance (ANOVA).
After an introduction, Section 2 reviews the use of median splits - what they are and when it is it acceptable and completely appropriate and legitimate to use them. Section 3 examines the use of mean-centering when conducting moderated multiple regressions. Section 4 discusses mediation analysis, first describing the basic approach and then covering advanced issues around fitting the model, including structural equations models, multi-item scales, and categorical variables. Section 5 reviews the earlier topics, and makes further recommendations.
Three Essential Analytical Techniques for the Behavioral Marketing Researcher: Median Splits, Mean-Centering, and Mediation Analysis reviews several topics that are essential complementary analytics that enable behavioural marketing researchers to thoroughly test theories and hypotheses, and thereby advance their respective literatures and contribute to knowledge bases. The intended audience for this monograph is behaviourally oriented marketers interested in learning more about some core analytical tools of the trade. The authors proceed under the assumption that most consumer behaviour researchers have a strong, clear foundation in the understanding and execution of experimentation and the analysis of variance (ANOVA).
After an introduction, Section 2 reviews the use of median splits - what they are and when it is it acceptable and completely appropriate and legitimate to use them. Section 3 examines the use of mean-centering when conducting moderated multiple regressions. Section 4 discusses mediation analysis, first describing the basic approach and then covering advanced issues around fitting the model, including structural equations models, multi-item scales, and categorical variables. Section 5 reviews the earlier topics, and makes further recommendations.
Productspecificaties
Wij vonden geen specificaties voor jouw zoekopdracht '{SEARCH}'.
Inhoud
- Taal
- en
- Bindwijze
- Paperback
- Oorspronkelijke releasedatum
- 30 december 2015
- Aantal pagina's
- 106
- Illustraties
- Nee
Betrokkenen
- Hoofdauteur
- Dawn Iacobucci
- Tweede Auteur
- Deidre L. Popvich
- Co Auteur
- Georgios A. Bakamitsos
- Hoofduitgeverij
- Now Publishers Inc
Overige kenmerken
- Extra groot lettertype
- Nee
- Product breedte
- 156 mm
- Product hoogte
- 6 mm
- Product lengte
- 234 mm
- Studieboek
- Ja
- Verpakking breedte
- 156 mm
- Verpakking hoogte
- 6 mm
- Verpakking lengte
- 234 mm
- Verpakkingsgewicht
- 162 g
EAN
- EAN
- 9781601989130
Je vindt dit artikel in
- Categorieën
- Taal
- Engels
- Boek, ebook of luisterboek?
- Boek
- Studieboek of algemeen
- Studieboeken
Kies gewenste uitvoering
Bindwijze
: Paperback
Prijsinformatie en bestellen
Rapporteer dit artikel
Je wilt melding doen van illegale inhoud over dit artikel:
- Ik wil melding doen als klant
- Ik wil melding doen als autoriteit of trusted flagger
- Ik wil melding doen als partner
- Ik wil melding doen als merkhouder
Geen klant, autoriteit, trusted flagger, merkhouder of partner? Gebruik dan onderstaande link om melding te doen.