Three Essential Analytical Techniques for the Behavioral ...
Iacobucci, Dawn / Popovich, Deidre L. / Bakamitsos, Georgios A.
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...