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He is also program director at the Centre for Workplace Leadership, a fellow at the EU centre for shared complex challenges, as well as a fellow at the Centre for Business Analytics at Melbourne Business School. His research has been published in journals such as Journal of Marketing, the Journal of Marketing Research, the International Journal of Research in Marketing, and the Journal of Business Research. His main interest is in business-to-business marketing and works on topics such as outsourcing, inter-firm contracting, innovation, technology licensing, and franchising using advanced econometrics. Ringle).Įrik Mooi is senior lecturer at the University of Melbourne (Australia). Marko has co-edited several special issues of leading journals and co-authored several widely adopted textbooks, including “A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM)” (together with Joe F.
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His research has been published in journals such as Journal of Marketing Research, Journal of the Academy of Marketing Science, Organizational Research Methods, MIS Quarterly, and International Journal of Research in Marketing. His main research is in the application and advancement of structural equation modeling methods to further the understanding of consumer behavior and to improve marketing decision-making. Marko Sarstedt is chaired professor of Marketing at the Otto-von-Guericke-University Magdeburg (Germany). A glossary that includes definitions of all the keywords and other descriptions of selected topics.Improved use of educational elements, such as learning objectives, keywords, self-assessment tests, case studies, and much more.New material on survey design and all data analysis methods to reflect the latest advances concerning each topic.
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Unlike some conven- tional tests for serial correlation, the null distributions of our tests remain invariant.
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Spss is a statistical and data mining software package.
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This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods.