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Title

Using Partial Least Regression in Marketing Research

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Year 2002
Collection Cahiers de recherche; 2002.25
Abstract Small datasets, missing values and the presence of multicollinearity often plague samples used in marketing research. Partial-least squares regression (PLS) is a statistical tool specifically designed to cope with such problems. The paper proceeds first with a concise review of the PLS method. It then highlights particular conditions when applying a standard OLS regression leads to unstable statistical results. The argument is supported with an empirical application on the market orientation/performance link. In conclusion, it is called for an increased reliance on the use of PLS in research.
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GRABER, Stéphane, CZELLAR, Sandor, DENIS, Jean-Emile. Using Partial Least Regression in Marketing Research. 2002 https://archive-ouverte.unige.ch/unige:5822

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Deposited on : 2010-04-15

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