HAIR, J. / HULT , T. / RINGLE , C. / SARSTEDT, M.
The Fourth Edition of A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) guides readers through learning and mastering the techniques of this approach in clear language. Authors Joseph H. Hair, Jr., G. Tomas M. Hult, Christian Ringle, and Marko Sarstedt use their years of conducting and teaching research to communicate the fundamentals of PLS-SEM with limited emphasis on equations and symbols, instead, explaining the details in straightforward language. A running case study on corporate reputation follows the different steps in this technique so readers can better understand the research applications.
This edition has been thoroughly updated, featuring the latest version of the popular software package SmartPLS 4. New topics have been added throughout the text.
