Using Partial Least-Squares Regression in Marketing Research
Détails
ID Serval
serval:BIB_CA335B696D04
Type
Actes de conférence (partie): contribution originale à la littérature scientifique, publiée à l'occasion de conférences scientifiques, dans un ouvrage de compte-rendu (proceedings), ou dans l'édition spéciale d'un journal reconnu (conference proceedings).
Collection
Publications
Institution
Titre
Using Partial Least-Squares Regression in Marketing Research
Titre de la conférence
Proceedings of the 32nd European Marketing Academy Conference
Editeur
European Marketing Academy
Adresse
Glasgow, Scotland, UK
Statut éditorial
Publié
Date de publication
05/2003
Peer-reviewed
Oui
Langue
anglais
Résumé
Small datasets, missing values and the presence of multicollinearity often plague samples used in marketing research. Partial-least squares regression (PLS) is a statistical tool specifically designed to cope with such problems. The paper proceeds first with a concise review of the PLS method. It then highlights particular conditions when applying a standard OLS regression leads to unstable statistical results. The argument is supported with an empirical application on the market orientation/performance link. In conclusion, it is called for an increased reliance on the use of PLS in research.
Mots-clé
marketing research, multivariate analysis, PLS regression, market orientation: business performance
Création de la notice
09/12/2010 17:14
Dernière modification de la notice
21/08/2019 6:15