Filled with useful illustrations to facilitate understanding, you'll find this guide a go-to tool when conducting marketing research. Coupled with business examples and downloadable datasets for practice, the guide includes step-by-step guidelines for advanced PLS-SEM procedures in SmartPLS, including: CTA-PLS, FIMIX-PLS, GoF (SRMR, dULS, and dG), HCM, HTMT, IPMA, MICOM, PLS-MGA, PLS-POS, PLSc, and QEM. Ken Kwong-Kay Wong wrote this reference guide with graduate students and marketing practitioners in mind. When applied correctly, PLS can be a great alternative to existing covariance-based SEM approaches. Marketers can use PLS to build models that measure latent variables such as socioeconomic status, perceived quality, satisfaction, brand attitude, buying intention, and customer loyalty. Partial least squares is a new approach in structural equation modeling that can pay dividends when theory is scarce, correct model specifications are uncertain, and predictive accuracy is paramount.
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