에너지경제연구원 전자도서관

로그인

에너지경제연구원 전자도서관

자료검색

  1. 메인
  2. 자료검색
  3. 통합검색

통합검색

단행본

Three Essential Analytical Techniques for the Behavioral Marketing Researcher: Median Splits, Mean-Centering, and Mediation Analysis

발행사항
Hanover, MA : Now Pub, 2015
형태사항
95 p. : graph ; 24cm
서지주기
Includes bibliographical references(p.91-95)
소장정보
위치등록번호청구기호 / 출력상태반납예정일
이용 가능 (1)
자료실E206558대출가능-
이용 가능 (1)
  • 등록번호
    E206558
    상태/반납예정일
    대출가능
    -
    위치/청구기호(출력)
    자료실
책 소개
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 behavioral 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 behaviorally oriented marketers interested in learning more about some core analytical tools of the trade. The authors proceed under the assumption that most consumer behavior 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.
목차
1. Introduction: Behavioral Marketing Research Analytics 2. Conducting a Median Split 3. Mean-Centered Moderated Multiple Regression 4. Mediation Analysis 5. Summary Appendices References