Foundations and Trends in Marketing
2 total works
Essential Analytical Techniques for the Behavioral Marketing Researcher
by Dawn Iacobucci
Published 28 June 2017
This monograph is a resource and helpful guide for conducting three essential analytical techniques that are also frequently useful to the behavioral marketing researcher: the practice of conducting a median split on a continuous variable and using the result in an analysis of variance model to facilitate communication clarity; the practice of centering variables about their means prior to creating product terms to reflect interaction effects in a moderated multiple regression model; and, the practice of a mediation analysis to test for the relative impact of direct and indirect effects of predictors on dependent variables.
Three Essential Analytical Techniques for the Behavioral Marketing Researcher
by Dawn Iacobucci
Published 30 December 2015
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.
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.