The implementation of partial least square modelling (PLS) for marketing research in Arab countries: introduction to beginner users - evidence from Islamic banks of Palestine
Partial Least Square method works similarly to the standard regression model as each of these are oen used for determining a relationship between certain variables that can influence the marketing strategies in general. The reason why PLS is considered is because of its advantages such as its lowe...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2019
|
| Subjects: | |
| Online Access: | http://eprints.unisza.edu.my/2574/1/FH03-FPP-19-28475.pdf http://eprints.unisza.edu.my/2574/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | Partial Least Square method works similarly to the standard regression model as each of these are oen used for
determining a relationship between certain variables that can influence the marketing strategies in general. The
reason why PLS is considered is because of its advantages such as its lower size sample, easier to test and implement
and capabilities to handle formative indicators. This is considered to be ideal in scenarios which are oen related with
international marketing as it could be difficult for an individual to adopt marketing strategies that are well suited for
that country or region. This is especially true for Arab countries due to the complexities in this region due to a deep
interconnection between their religion and their vast culture. This assessment will primarily focus on understanding
and evaluating the uses of Partial Least Square in international business literature towards helping in understanding
the benefits of using it to develop strategies for marketing research that are well suited for Arab countries. For this,
PLS soware such as SmartPLS will be used in order to run the tests to determine the viability of the marketing
strategies that will be used for this. |
|---|