“Ken Wong has created an easy-to-use, all-in-one blueprint for academics and practitioners on PLS-SEM.” The comprehensiveness of the edition will allow it to also serve as a valuable reference for even the most advanced researchers.”įormer Academic Chair, School of Marketing The clarity of the content will encourage those new to the field to enhance their skill set with step-by-step support. Wong brings a refreshing approach to this important topic supporting a wider application across sectors. “A must-have edition for academics and practitioners alike. Researchers at all levels would definitely benefit from this well-organized book to become competent in this multivariate data analysis method.” “We teach PLS-SEM as part of our Marketing Research course at Seneca and Ken was able to turn this difficult subject into an easy one for our students. Nyenrode Business Universiteit, The Netherlands Wong’s book does just that and is therefore highly recommended.” For that reason, key methodologies like PLS-SEM must become available and understood beyond an elite scholar group. “In a world filled with fake-news, academic research results get ever more important. Since PLS-SEM quantitative analysis has gained prominence with most top tiered academic journals, this book is a necessity for aspiring academics who wish to have prolific publications in highly ranked publications.”Īsia Pacific University of Technology & Innovation, Malaysia Mastering Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS in 38 Hoursprovides all the essentials in comprehending, assimilating, applying and explicitly presenting sophisticated structured models in the most simplistic manner for a plethora of Business and Non-Business disciplines. “Having supervised to completion twenty-seven doctoral candidates, of which 70% utilized quantitative methodology using PLS, I wish I had Dr. President (European) and Professor of Marketing I would highly recommend it to all PLS-SEM user.” This easy-to-read book helps researchers apply various statistical procedures in SmartPLS quickly in a step-by-step manner. “PLS-SEM is a very robust and advanced technique that is well suited for prediction in multi-equation econometric models. Mastering Partial Least Squares Structural Equation Modeling (PLS-SEM) Filled 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.įilled with useful illustrations to facilitate understanding, you’ll find this guide a go-to tool when conducting marketing research. Ken Kwong-Kay Wong, an award-winning marketing professor who has taught applied research for more than fifteen years, 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.ĭr. 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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