The Impact of Non-Normality and Estimation Methods in SEM on Satisfaction Research in Marketing |
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| Authors: | Tor W Andreassen Bengt G Lorentzen Ulf H Olsson |
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| Institution: | (1) Department of Marketing, Norwegian School of Management, N-1301 Sandvika, Norway;(2) Norwegian School of Management BI, P.O. Box 580, N-1302 Sandvika, Norway |
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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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| Keywords: | non-normality SEM estimators survey data satisfaction studies |
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