Book: Mastering PLS-SEM in 38 Hours

Overview:

Partial least squares is a new approach in structural equation modeling that can pay dividends when theory is scarce, correct model specifications are uncertain, and predictive accuracy is paramount. 

Marketers can use PLS to build models that measure latent variables such as socioeconomic status, perceived quality, satisfaction, brand attitude, buying intention, and customer loyalty. When applied correctly, PLS can be a great alternative to existing covariance-based SEM approaches. 

Dr. Ken Kwong-Kay Wong, an award-winning marketing professor who has taught applied research for more than fifteen years, wrote this reference guide with graduate students and marketing practitioners in mind. Filled with business examples and downloadable datasets for practice, the guide includes step-by-step guidelines for advanced PLS-SEM procedures in SmartPLS, including: CTA-PLS, FIMIX-PLS, GoF (SRMR, dULS and dG), HCM, HTMT, IPMA, MICOM, PLS-MGA, PLS-POS, PLSc, and QEM.

Filled with useful illustrations to facilitate understanding, you’ll find this guide a go-to tool when conducting marketing research.

Praise for

Mastering Partial Least Squares Structural Equation Modeling (PLS-SEM) 

with SmartPLS in 38 Hours

“PLS-SEM is a very robust and advanced technique that is well suited for prediction in multi-equation econometric models. This easy-to-read book helps researchers apply various statistical procedures in SmartPLS quickly in a step-by-step manner. I would highly recommend it to all PLS-SEM user.”

— Prof. Dipak C. Jain

President (European) and Professor of Marketing

CEIBS, Shanghai

“Having supervised to completion twenty-seven doctoral candidates, of which 70% utilized quantitative methodology using PLS, I wish I had Dr. Wong's book earlier. Mastering Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS in 38 Hoursprovides all the essentials in comprehending, assimilating, applying and explicitly presenting sophisticated structured models in the most simplistic manner for a plethora of Business and Non-Business disciplines.  Since PLS-SEM quantitative analysis has gained prominence with most top tiered academic journals, this book is a necessity for aspiring academics who wish to have prolific publications in highly ranked publications.”

— Prof. Siva Muthaly

Dean, Faculty of Business & Management

Asia Pacific University of Technology & Innovation, Malaysia

“In a world filled with fake-news, academic research results get ever more important. For that reason, key methodologies like PLS-SEM must become available and understood beyond an elite scholar group. Dr. Wong’s book does just that and is therefore highly recommended.”

— Prof. dr. Jack AA van der Veen

Professor of Supply Chain Management

Nyenrode Business Universiteit, The Netherlands

“We teach PLS-SEM as part of our Marketing Research course at Seneca and Ken was able to turn this difficult subject into an easy one for our students. Researchers at all levels would definitely benefit from this well-organized book to become competent in this multivariate data analysis method.”

—Chris McCracken

Academic Chair, School of Marketing

Seneca College, Canada

“A must-have edition for academics and practitioners alike.  Dr. Wong brings a refreshing approach to this important topic supporting a wider application across sectors. The clarity of the content will encourage those new to the field to enhance their skill set with step-by-step support.  The comprehensiveness of the edition will allow it to also serve as a valuable reference for even the most advanced researchers.”

—Prof. Margaret D. Osborne

Former Academic Chair, School of Marketing

Seneca College, Canada

“Ken Wong has created an easy-to-use, all-in-one blueprint for academics and practitioners on PLS-SEM.”

—Prof. Seung Hwan (Mark) Lee

Interim Director

Ted Rogers School of Retail Management

Ryerson University, Canada

“Finally, a step-by-step guide to one of the most used method in academia. Life would be much easier for many of us. A must for anyone wanting to know it — well.”

—Prof. Terence Tse 

Associate Professor of Finance

ESCP Europe Business School, UK

“The new book of Dr. Ken Wong on PLS-SEM is a good contribution to help researchers in the application of this important tool in marketing research. His lucid writing style and useful illustrations make life simple for students, researchers and practitioners alike. Strongly recommended!”

— Prof. Kanishka Bedi

Professor, School of Business and Quality Management

Hamdan Bin Mohammed Smart University, UAE

“In real world scenarios, researchers as well as practising managers have always struggled with actual data that does not mimic the properties of a statistically normal distribution. Ken’s graphic attempt proposing PLS-SEM as a possible alternate solution to identify complex causal relationships is indeed noteworthy, more so due to the book’s hands on approach in using software with enough downloadable data sets to aid the familiarisation process without overwhelming the reader.”

— Prof. Chinmoy Sahu

Dean, Manipal GlobalNxt University, Malaysia