Most of the studies published recently in the marketing field use quantitative methods. Among those are SEM. I am wondering if it is a fashion? A condition to get your research published. Thank you for enlightening me
Hi Soumaya
From my point of view the quantitative method which you choose is dependent on your research question. Thus, for instance, for comparing two groups with each other you will use an F-test. (looking for differences)
If you want investigate relationships a (multiple) regression analysis would be a good choice.
Finally, if you want analyse an interdependence a factor analysis would be an option. The SEM ( structural equation modeling ) is one type of factor analysis, also called CFA ( confirmatory factor analysis ). Basically, you will use it to confirm your research construct.
I hope that helps a little bit.
Regards
Roland
Thank you very much for your answer. However, I got the feeling that bivariate analysis and basic factor analysis are no longer in style... Publish SEM, or... Perish!!??
It quite depends on what you study, also type of data you use. If you want to estimate price, sales you may use regression models or nonlinear methods; to classify products, brands, people discriminant analysis can work quite well and in the case of a lot of variables especially categorical it may be adequate to use PCA, SEM.
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