...Ke-Hai Yuan Purpose The purpose of this paper is to discuss the pros and cons of partial least squares approach to structural equation modeling (PLS-SEM). The topics include bias, consistency, maximization of R², reliability and model validation. Design/methodology/approach...

... of the proposed firm-wide IMC scale applying second-order confirmatory factor and structural equation modelling analyses. Findings This research produced the firm-wide IMC scale, a 25-item Likert-format measure exhibiting adequate dimensionality, reliability and construct (convergent, discriminant...

..., not provable fact. A construct can be “reasonable or unreasonable” (in its definition) but it can't be “true or false” (validated). Construct definition Content validity Reliability Marketing knowledge Marketing Measurement A detailed comparison of Churchill's method and the C‐OAR‐SE method...

...Thabet A. Edris; A. Meidan One of the persisting problems that the consumer researcher frequently encounters in using psychographics is the reliability of its measures and analysis. Like any other consumer behaviour measures,psychographics should be reliable enough to measure that which...