Individual skill
jams-data-analysis
Use when running and reporting the analysis for a Journal of the Academy of Marketing Science (JAMS) manuscript — selecting the estimator that matches the design (SEM/PLS, HLM, regression/econometrics, experiments, meta-analysis), reporting effect sizes and uncertainty, and translating estimates into managerial magnitudes. Executes and reports; jams-methods designs the study and jams-contribution-framing states the payoff.
Journal-of-the-Academy-of-Marketing-Science-Skills/skills/jams-data-analysis/SKILL.md
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- Last checked
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# Data Analysis & Reporting (jams-data-analysis)
## When to trigger
- Data are collected and it is time to estimate and report
- You are unsure whether the estimator matches the design or the data structure
- A reviewer says "the analysis does not support the inference" or "report effect sizes"
- Significance is reported but the managerial magnitude is missing
## Choose the estimator that matches the design
| Design / claim | Estimator |
|---|---|
| Latent constructs + structural paths (survey) | Covariance-based **SEM** (Mplus / lavaan / AMOS); **PLS-SEM** when prediction or formative constructs dominate |