Workshop on marketing research

Islamabad : Pakistan Institute of Development Economics (PIDE) Office of Research, Innovation & Commercialisation organised a two-day workshop on Structural Equation Modeling (SEM) using AMOS, says a press release.

Structural equation modeling (SEM) is a method that is very frequently applied by marketing and business researchers to assess empirically new theoretical proposals articulated by means of complex models. It is, therefore, a logical thought that the quality of the new advances in marketing and business theory depends, in part, on how well SEM is applied. This study aims to conduct an extensive review and empirical analysis of a broad variety of classic and recent controversies and issues related with the use of solutions for its suitable application.

About 30 students and experts from different institutes including NUST, QAU, KUST, Comsats, etc. participated in the workshop. Dr Ahsan Ul Haq Satti, assistant professor at PIDE was the main trainer at the workshop. Some of the key topics covered in the workshop included fundamentals of structural equation modeling, path analysis, confirmatory factor analysis, structural regression models, mediation, moderation, MIMIC modeling, latent change analysis and bootstrapping as an aid to non-normal data.