Despite the availability of vast amounts of secondary data, there is little doubt that survey research still plays a major role in business research. Carefully conducted surveys allow researchers to gain an understanding of the nature of and relationships between unobserved conceptual variables and offer insights into consumers’ behavioral intentions. While it may seem easy to create a questionnaire (just ask what you want to know, right?), there are many issues that could turn good intentions into bad results. Designing questionnaires to measure unobserved conceptual variables also requires a sound understanding of measurement theory and the steps involved in the operationalization of constructs. The first part of this course is designed to familiarize participants with the key design choices for good surveys and the principles of measurement theory.
Complementing these topics, the second of the course introduces participants to partial least squares structural equation modeling (PLS-SEM), a method that has recently gained massive dissemination in a variety of business research fields. More precisely, the course aims offers an introduction to PLS-SEM by familiarizing participants with the principles of model estimation and evaluation. Complementing these basic topics, the course also discusses advanced topics related to measurement issues in PLS-SEM (e.g., higher-order modeling, confirmatory tetrad analysis, measurement invariance). Practical applications and the use of the software application SmartPLS 3 (http://www.smartpls.com) are an integral part of this course.
Date of Event: 11. – 14. September 2018
Freie Universität Berlin
Prof. Dr. Sascha Raithel (Freie Universität Berlin)
Prof. Dr. Christian M. Ringle (Technische Universität Hamburg-Harburg)
Prof. Dr. Marko Sarstedt (Otto-von-Guericke-Universität Megdeburg)
To get an overview of the amount of the participation fee and to register for the course, please use this link: http://vhbonline.org/veranstaltungen/prodok/anmeldung/
You can also send an email to prodok(at)vhbonline(dot)org.
Registration deadline: 24. August 2018