Essential Analytical Techniques for the Behavioral Marketing Researcher Dawn Iacobucci

Format:
Paperback
ISBN:
9781601989123
Published:
28th March 2016
Publisher:
now publishers Inc
Dimensions:
100 pages:
Series:
Foundations and Trends in Marketing

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.


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