Short Multilevel Analysis Workshop Using HLM

Event Date: 26 April 2017

Speaker: Professor Heiner Evanschitzky

Time: 9.30am

Location: Strathclyde Business School, Stenhouse Wing, 506b. Tea, coffee and cakes will be provided.

Please confirm your attendance with Christina MacLean (christina.maclean@strath.ac.uk).

Title: Short Multilevel Analysis Workshop Using HLM

Biography: Heiner Evanschitzky is Professor and Chair of Marketing at Aston University and Director of the Aston Centre for Retail Insights (ACRI). Heiner received his PhD and his Habilitation from the University of Muenster (Germany). Previously, he worked as Professor of Marketing at the University of Strathclyde. He was Visiting Professor at University of St. Gallen (Switzerland), Curtin Business School (Australia), and Florida Atlantic University (USA). His research investigates interesting and relevant problems with an attempt to develop impactful conclusions. The current focus primarily lies in Service and Retail Marketing/Management where he investigates retail marketing, customer (value) management, relationship marketing, franchising, and profit chain models. His work has been published in journals such as Journal of Marketing, Journal of Retailing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Service Research, and Journal of Product Innovation Management. Heiner currently serves as Associate Editor for the British Journal of Management.

Abstract:

1.        Aims and Objectives

This short 3 hour workshop will provide an overview of multi-level (nested) data analysis and offers hands-on software training with the HLM software.

Key objectives are:

a. To familiarize participants with the key characteristics of nested data.

b. To enable participants to critically examine nested data and draw meaningful conclusions.

c. To provide a brief overview on how to use the HLM software in a “step-by-step” manner.

The objectives will be achieved when actively participating during the workshop. If participants need further insights, a fairly comprehensive literature list is provided at the end of this document.

1.        Participation Requirements

Participants should be familiar with multivariate statistics, in particular, confirmatory factor analysis (CFA), regression analysis (OLS) and analysis of variance (ANOVA). It is recommended to refresh your memory by reading any suitable textbook (e.g. Hair et al., any recent version)

1.        Workshop Organization

The workshop will start with a brief overview of nested data structure and the challenges of the analysis of such data. It will show two examples from my own research. In particular, I will show step-by-step how the data analysis is done using the HLM software while participants follow my analysis on their own laptop with HLM 7 software installed (Free downloads: http://www.ssicentral.com/hlm/downloads.html, student version will be sufficient; by thetime of the workshop, there might be a newer version on the market, so please install the latest version). 

1.        Reading List
   •          Blut, M., S. Beatty, H. Evanschitzky, and C. Brock (2014), “The Impact of Service Characteristics on the Switching Costs-Customer Loyalty Link,” Journal of Retailing, 90 (2), pp. 275-290. *
   •          Evanschitzky, H., A. Sharma, and C. Prykop (2012), “The Role of the Sales Employee in Securing Business Customers Satisfaction: A Multilevel Study,” European Journal of Marketing, 46 (3), pp. 489-508.
   •          Fu, Frank Q., Keith A. Richards, Douglas E. Hughes, and Eli Jones (2010), "Motivating Salespeople to Sell New Products: The Relative Influence of Attitudes, Subjective Norms, and Self-Efficacy," Journal of Marketing, 74 (6), pp. 61-76.
   •          Hofmann, D.A. (1997), “An Overview of the Logic and Rationale of Hierarchical Linear Models,” Journal of Management, 23 (6), pp. 723-744.
   •          Kidwell, R.E. and Mossholder, K.W. (1997), “Cohesiveness and Organizational Citizenship Behavior: A Multilevel Analysis Using Work Groups and Individuals,” Journal of Management, 23 (6), pp. 775-793. 
   •          Raudenbush, S.W. and Bryk, A.S. (2002). Hierarchical Linear Models: Applications and Data Analysis Methods (2nd ed.), Thousand Oaks, CA: Sage.
   •          Raudenbush, S.W., Bryk, A.S., Cheong, Y. F., Congdon, R. and du Toit, M. (latest version), HLM 7: Hierarchical Linear and Nonlinear Modeling. Lincolnwood, IL: Scientific Software International.
   •          Snijders, T.A.B (2003), “Multilevel Analysis,” In: Lewis-Beck, M., Bryman A.E., and Liao T.F. (eds.) The Sage Encyclopedia of Social Science Research Methods (Vol. II), Sage, pp. 673-677.
   •          Snijders, T.A.B., and Bosker R. (1999), “Chapter 2: Multilevel Theories, Multi-Stage Sampling, and Multilevel Models, “ In: Multilevel Analysis: An Introduction to Basic and Advanced Multilevel Modeling, London: Sage, pp.6-12.

* we will use this paper as an example and replicate the analysis during the workshop.

Published: 20 March 2018