Reviews
It is a well-written book that is easy to understand.
Ha Ji-cheol: Marketing Research Practical Notes 2: Modeling Edition
"Marketing Research Practical Notes 2: Modeling Edition" is designed to provide maximum assistance to the many practitioners currently involved in marketing research. Rather than focusing on dry theories or a list of complex formulas, the book centers on the practical application of structural equation modeling. It provides a detailed introduction to the basic concepts, differences from AMOS, and practical applications of Partial Least Squares (PLS)—which has become widely known as an ACSI analysis tool alongside AMOS, a tool used for rigorous scientific verification in academia—allowing readers to select the appropriate tool based on their specific needs. As an essential guide for all marketers, this book will be of great help.
Korean title: 마케팅조사 실무노트 2: 모델링편
Korean author: 하지철
Korean publisher: 이담북스
ISBN-13: 9788926809501
Reviews
It is a well-written book that is easy to understand.
