Hi guys,
I need help... My PhD thesis is about consumer behaviour analysis. In detail I look at what actions by companies trigger what customer reactions. In my quantitative study, I would like to look at the following dependent variables:
Behavior (with respective items)
Attitude (...)
Emotion (...)
And the following independent variables:
Opportunity for explanation (given/not given)
Alternative presented (yes/no)
My question is... Do I really need SEM? My professor wants me to do so, but I would rather like to use an experimental MANOVA design.
I would appreciate any help!