Purpose – Researchers often use partial least squares structural equation modeling (PLS-SEM) to estimate path models that include formatively specified constructs. Their validation requires running a redundancy analysis, which tests whether the formatively measured construct is highly...

This book offers an easily accessible and comprehensive guide to the entire market research process, from asking market research questions to collecting and analyzing data by means of quantitative methods. It is intended for all readers who wish to know more about the market research process,...