“I’ve finished running my analysis in SPSS. Do I still need to learn SmartPLS?”This is a question frequently asked by many Master’s and PhD researchers.
In reality, some research projects appear to reach a dead end because the analytical results do not meet expectations. However, the problem may not lie in the data itself, but rather in the choice of an inappropriate analytical method.
A Marketing researcher once developed a model consisting of several latent variables, including:
E-Service Quality
Trust
Perceived Value
Satisfaction
Repurchase Intention
Initially, the researcher used traditional regression methods. However, several issues emerged:
❌ The measurement model could not be adequately assessed.
❌ Mediating variables could not be properly tested.
❌ Analyzing multiple latent variables simultaneously was challenging.
❌ The research model lacked persuasiveness when presented to the examination committee.
After switching to SmartPLS (PLS-SEM), the analytical approach changed significantly.
Instead of merely testing relationships between variables, SmartPLS enabled a more comprehensive assessment of:
✔ The reliability and validity of measurement scales.
✔ The Measurement Model.
✔ The Structural Model.
✔ Direct, indirect, and mediating effects.
✔ The model’s explanatory and predictive capabilities through indicators such as R², f², Q², HTMT, and SRMR.
More importantly, the researcher gained a deeper understanding of not only whether a hypothesis was statistically significant, but also why the model behaved as it did, which variables had the strongest effects, and how well the model explained the phenomenon under investigation.
This is one reason why PLS-SEM is increasingly used in international research and dissertations in fields such as Marketing, Business Administration, Consumer
Behavior, and E-commerce, including studies published in Q1 and Q2 journals.
SmartPLS cannot rescue a weak research model. However, when a model is theoretically well-founded, it can help researchers extract greater value from their data and present their results in a scientific, logical, and persuasive manner.
Do not learn SmartPLS merely to know which buttons to click.
Learn it to develop your data analysis skills, interpret results, critically evaluate research models, and confidently answer questions from examination committees and international reviewers.
📘 Dr. Mỹ Academy supports Master’s and PhD researchers in mastering SmartPLS, SPSS, AMOS, and research methodologies aligned with international academic standards. Our personalized learning pathways guide researchers from research model development to data analysis and interpretation.
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👉 Inbox Dr. Mỹ Academy today to develop a research roadmap tailored to your study.
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