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.
|Product dimensions:||6.14(w) x 9.21(h) x 0.22(d)|
Table of ContentsIntroduction: Behavioral Marketing Research Analytics. Conducting a Median Split. Mean-Centered Moderated Multiple Regression. Mediation Analysis. Summary. Appendices. References.