Observed and Unobserved Heterogeneity
Learn about the two types of heterogeneity
In this short lecture, we briefly discuss an advanced topic in PLS-SEM: The role and treatment of observed and unobserved heterogeneity. Specifically, we introduce the concept of multigroup analysis, contrast it with the analysis of interaction effects, and highlight the role of measurement invariance assessment. We also briefly discuss latent class analysis as a means to identify and treat unobserved heterogeneity. The full lecture "PLS-SEM: A comprehensive introduction" discusses each of these topics in detail and gives concrete recommendations on how to implement corresponding analyses in PLS-SEM.
- 10-minute sample video discussing the role and treatment of observed and unobserved heterogeneity in PLS-SEM
- Offers guidance regarding the right choice of method when heterogeneity is a concern
- Highlights the role of measurement invariance assessment in PLS-SEM
Christian M. Ringle is a Chaired Professor of Management and the Director of the Institute of Management and Decision Sciences at the Hamburg University of Technology, Germany. His research focuses on management and marketing topics, method development, business analytics, machine learning, and the application of business research methods to decision-making. His contributions have been published in journals such as International Journal of Research in Marketing, Information Systems Research, Journal of Business Research, Journal of Leisure Research, Journal of Service Research, Journal of the Academy of Marketing Science, Long Range Planning, MIS Quarterly, and Tourism Management. Since 2018, Christian has been included in the Clarivate Analytics' Highly Researchers list. He is a co-developer and co-founder of the statistical software SmartPLS. Christian offers courses and regularly teaches doctoral seminars on quantitative methods such as CB-SEM and PLS-SEM. More information: https://www.tuhh.de/mds/team/prof-dr-c-m-ringle