A1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä
Marketing or methodology? : Exposing the fallacies of PLS with simple demonstrations (2023)
Rönkkö, M., Lee, N., Evermann, J., McIntosh, C., & Antonakis, J. (2023). Marketing or methodology? : Exposing the fallacies of PLS with simple demonstrations. European Journal of Marketing, 57(6), 1597-1617. https://doi.org/10.1108/EJM-02-2021-0099
JYU-tekijät tai -toimittajat
Julkaisun tiedot
Julkaisun kaikki tekijät tai toimittajat: Rönkkö, Mikko; Lee, Nick; Evermann, Joerg; McIntosh, Cameron; Antonakis, John
Lehti tai sarja: European Journal of Marketing
ISSN: 0309-0566
eISSN: 1758-7123
Julkaisuvuosi: 2023
Ilmestymispäivä: 27.03.2023
Volyymi: 57
Lehden numero: 6
Artikkelin sivunumerot: 1597-1617
Kustantaja: Emerald
Julkaisumaa: Britannia
Julkaisun kieli: englanti
DOI: https://doi.org/10.1108/EJM-02-2021-0099
Julkaisun avoin saatavuus: Avoimesti saatavilla
Julkaisukanavan avoin saatavuus: Osittain avoin julkaisukanava
Julkaisu on rinnakkaistallennettu (JYX): https://jyx.jyu.fi/handle/123456789/86200
Tiivistelmä
Over the past 20 years, partial least squares (PLS) has become a popular method in marketing research. At the same time, several methodological studies have demonstrated problems with the technique but have had little impact on its use in marketing research practice. This study aims to present some of these criticisms in a reader-friendly way for non-methodologists.
Design/methodology/approach
Key critiques of PLS are summarized and demonstrated using existing data sets in easily replicated ways. Recommendations are made for assessing whether PLS is a useful method for a given research problem.
Findings
PLS is fundamentally just a way of constructing scale scores for regression. PLS provides no clear benefits for marketing researchers and has disadvantages that are features of the original design and cannot be solved within the PLS framework itself. Unweighted sums of item scores provide a more robust way of creating scale scores.
Research limitations/implications
The findings strongly suggest that researchers abandon the use of PLS in typical marketing studies.
Practical implications
This paper provides concrete examples and techniques to practicing marketing and social science researchers regarding how to incorporate composites into their work, and how to make decisions regarding such.
Originality/value
This work presents a novel perspective on PLS critiques by showing how researchers can use their own data to assess whether PLS (or another composite method) can provide any advantage over simple sum scores. A composite equivalence index is introduced for this purpose.
YSO-asiasanat: markkinointi; markkinointitutkimus; metodologia; tutkimusmenetelmät; mittaus; tilastomenetelmät; rakenneyhtälömallit; virhepäätelmät
Vapaat asiasanat: partial least squares; measurement; composites; structural equation models; model testing; theory testing
Liittyvät organisaatiot
OKM-raportointi: Kyllä
VIRTA-lähetysvuosi: 2023
JUFO-taso: 2
