A research analyst runs the following two regression models used to predict how sales of brand B
Question:
A research analyst runs the following two regression models used to predict how sales of brand B (the dependent variable) are influenced by the perceived quality of brand B (PQB) and attitude toward brand B (Brand B). Using the results below. (see text)
a. What is the indirect relationship of PQB on sales of B?
b. Presuming no issues with underspecification, is evidence of mediation present? Describe the result.
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a Perceived quality has a statistically significant i...View the full answer
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Related Book For 
Exploring Marketing Research
ISBN: 978-1305263529
11th Edition
Authors: Barry J. Babin, William G. Zikmund
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