Renowned scholar to host Goodman workshop on emerging analytics tool

To make informed decisions, businesses are exposed to large amounts of information, known as ‘Big Data,’ which must be converted into knowledge. To do so, organizations need to choose between a number of analytical methods.

Joseph Hair, Director of the PhD Program at the University of South Alabama’s Mitchell College of Business, will share insights into an increasingly popular statistical tool, PLS-SEM, during a workshop edition of Goodman’s Luncheon Speaker Series.

PLS-SEM can be used to explore complex theoretical models and improve scholars’ and practitioners’ understanding of how consumers choose which products and services they purchase. On Friday, April 1, Hair will present on the emerging analytical tool in his workshop, “Recent Methodological Developments for PLS.”

Hair is the world’s top author and expert on PLS-SEM,  ranked No. 1 globally by Clarivate Analytics in marketing, multivariate data analysis, SEM and PLS-SEM. He is also the Cleverdon Chair of Business at the University of South Alabama’s Mitchell College of Business.

The Goodman speaker series provides Goodman faculty, staff and students with an informal opportunity to listen and discuss recent advances in research, teaching and practices with business colleagues virtually.

Hair’s workshop will take place Friday, April 1 from 9 a.m. to 4:30 p.m. There are limited in-person and online spots available and interested participants must RSVP in advance by contacting Crystal Li at

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