Quantitative Research

Book chapter (2024)

Authors

A.G. Plugge Responsible Marketing and Consumer Behavior
S. Nikou Responsible Marketing and Consumer Behavior
Research Group
Responsible Marketing and Consumer Behavior
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Published Date

2024

Language

English

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Research Group

Responsible Marketing and Consumer Behavior

Abstract

This chapter describes the quantitative research that we conducted to examine the path relationships depicted in the conceptual research model (see Fig. 3.1). We employed Partial Least Squares Structural Equation Modelling (PLS-SEM) technique (Hair et al., 2016) to test the hypotheses and the relationships between the antecedents of business services portfolio. This approach seems to be appropriate for the research at hand. Overall, PLS-SEM offers a flexible and robust approach to test relationships and hypotheses, particularly in situations where sample size is small, and the conceptual model (see Fig. 3.1) is complex, and the research is exploratory or prediction-oriented.

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