MKTG 7590 - Analysis of Structural-Equation Models

Ph.D. students only. Initially considers structure of a data set by means of exploratory factor analysis. Expands treatment of this structure using confirmatory factor analysis as a means of assessing measurement models. Moves to analysis of structural equations that express relationships among constructs. Topics include reliability of validity of multiple measures of constructs, criteria for evaluation of models, and revision of models based on empirical evidence.