The main purpose of the article is to answer the question concerning the differences that can occur when two multivariate research methods (multivariate regression analysis and structural equation modelling) are used to solve the same complex marketing problem. Both methods are used in marketing for measurement of a relationship between variables. The basis for meta-analysis is a complex marketing problem in terms of which we asses the impact of marketing assets and marketing capabilities on several aspects of firm performance. Comparison of alternative methods suggests that important differences in relationship strength (regression coefficients) and statistical significance can occur. This can result in differences regarding rejection of hypotheses and, in turn, in interpretation of findings.

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URN

URN:NBN:SI:DOC-2A5GM6YE

COBISSID

8964380

Added

16.09.2009

Metadata

Citation

APA:

Milfelner, Borut, Mumel, Damijan, Snoj, Boris (2006). Metaanaliza dveh pristopov k raziskovanju kompleksnih marketinških problemov. Naše gospodarstvo, volume 52, issue 5/6, str. 37-51. URN:NBN:SI:DOC-2A5GM6YE from http://www.dlib.si

MLA:

Milfelner, Borut, Mumel, Damijan, Snoj, Boris. "Metaanaliza dveh pristopov k raziskovanju kompleksnih marketinških problemov." Naše gospodarstvo volume 52. issue 5/6 (2006) str. 37-51.
<http://www.dlib.si/?URN=URN:NBN:SI:DOC-2A5GM6YE>

Naše gospodarstvo
1955-
(Assembly record)

številka

Naše gospodarstvo
2006
(Complete issue)

Metaanaliza dveh pristopov k raziskovanju kompleksnih marketinških problemovMeta-analysis of two research method in marketing

Metaanaliza dveh pristopov k raziskovanju kompleksnih marketinških problemov
Meta-analysis of two research method in marketing