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The Impact of Non-Normality and Estimation Methods in SEM on Satisfaction Research in Marketing

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Abstract

This paper discusses consequences of violating the normal distribution assumption imbedded in Structural Equation Modeling (SEM). Based on real data from a large sample customer satisfaction survey we follow the procedures as suggested in leading textbooks. We document consequences of this practice and discuss its impact on decision making in marketing.

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Authors and Affiliations

  1. Department of Marketing, Norwegian School of Management, N-1301, Sandvika, Norway

    Tor W. Andreassen, Bengt G. Lorentzen & Ulf H. Olsson

  2. Norwegian School of Management BI, P.O. Box 580, N-1302, Sandvika, Norway

    Tor W. Andreassen

Authors
  1. Tor W. Andreassen
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  2. Bengt G. Lorentzen
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  3. Ulf H. Olsson
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Correspondence to Tor W. Andreassen.

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Andreassen, T.W., Lorentzen, B.G. & Olsson, U.H. The Impact of Non-Normality and Estimation Methods in SEM on Satisfaction Research in Marketing. Qual Quant 40, 39–58 (2006). https://doi.org/10.1007/s11135-005-4510-y

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