... the analysis of theoretically established models in terms of both explanation and prediction. This study aims to offer a comparative evaluation of GSCA and PLSPM in a predictive modeling framework. Design/methodology/approach A simulation study compares the predictive performance of GSCA and PLSPM under...

... been employed to analyse both practical situations and the subject of marketing itself. SSM and POSIT, although distinct, have features in common which are explored in this paper. A reader‐friendly simulation of SSM is taken as an example to show the relationships of the two methodologies...

...Chad Perry; Terry Euler In the last three years, the number of simulations available to marketing educators has grown from about two to seven. Seven simulations using various criteria are reviewed, including criteria of learning effectiveness previously developed from action learning principles...

...Jonathan Rosenhead Examines advantages and disadvantages of aggregated analytic models and disaggregated simulation models. States the object is to explore the advantages and disadvantages of the two types of model, with greater emphasis on simulation models that are of more recent development...

...David L. Rados Draws on a study conducted in a grocery chain with over 50 stores, located in the western USA. Simulates selection of a grocery item, for a chain store advertisement, using a logical flow chart model of the decision and then conditions favouring successful simulations are discussed...