220078 SE SE Advanced Data Analysis 3 (2018W)

It is acknowledged among communication scientists, psychologists, and marketing researchers alike that empirical research focusing on ‘latent variables’ or ‘constructs’ (e.g., customer satisfaction, consumer brand engagement, brand identification) enhances our understanding of complex social/psychological phenomena. This course seeks to familiarize participants with opportunities to test hypotheses about causal relationships between latent variables with empirical data. By doing so, the course gives an introduction to ‘structural equations modelling’ (SEM) using the AMOS program. The discussion will include, amongst others, issues associated with the nature, theoretical specification and graphical representation of SEM models. Following the theoretical background, the course enables its participants to apply the AMOS program to estimate simple as well as more complex models and to evaluate the models’ fit along different criteria. Alternative strategies for model modification and cross-validation are also outlined along with detailed guidelines for setting up and interpreting the relevant input/output files of the AMOS program.

The course will take the form of interactive workshop sessions, placing particular emphasis on student participation. Theoretical discussion of key issues will be accompanied with examples taken from literature and practical exercises in the computer lab. While the first part will introduce students to SEM, the second part will provide some hands-on experiences by conducting a mini research project.

The course is designed for master students and assumes previous knowledge of empirical data analysis and statistics (including regression and correlation analysis). While the course includes some practical tutorials on the AMOS program in a computer lab, it is highly recommended that participants to install AMOS on their own computer (PC only). Go to https://zid.univie.ac.at/software-shop/ for reduced software prices.