This chapter provides an introduction to hierarchical linear modeling (HLM) for marketing researchers. We begin by motivating why one might use HIM models, describing what they are and what research questions they can address. We then describe the techniques. We illustrate the models on a small...

In this research, we present the inferential statistics for Cronbach's coefficient alpha. This index of reliability is extremely important in consumer research. The estimation of alpha and its confidence intervals are described and an analytical demonstration illustrates the effects on these...

This research presents the inferential statistics for Cronbach’s coefficient alpha on the basis of the standard statistical assumption of multivariate normality. The estimation of alpha’s standard error (ASE) and confidence intervals are described, and the authors analytically and...

Two key issues in business-to-business (B2B) sales force management are (1) how much a given sales job should be compensated (pay level) and (2) how much of the compensation should be fixed versus variable (pay structure). The authors examine the paychecks drawn by people in more than 14,000...

This research posits that what consumers believe they are doing in actions related to their thoughts drives the impact of those thoughts on subsequent evaluations. We demonstrate that thoughts can be treated as if they were physical objects and that the actions performed related to their...