Computational experiments of Confirmatory Composite Analysis as a tool for empirical design research

Natural and social sciences study phenomena of the current world and try to answer questions on how the world works. In contrast, design research is a science of the artificial, trying to answer questions like ‘How can the world be changed?’ Yet, design research is still lacking a holistic construal of how to theorize and to empirically test design theories. UT’s Chair of Product-Market Relations explores to what extent “emergence” can be a leading criterion in design research and develops confirmatory composite analysis as a statistical tool. A series of computational experiments is applied to examine the efficacy of confirmatory composite analysis, and helps derive characteristics such as statistical power.

Short bio:
Jörg Henseler is Professor of Product-Market Relations and head of the Department of Design, Production & Management at the Faculty of Engineering Technology of the University of Twente, Enschede, The Netherlands; Visiting Professor at NOVA Information Management School, Universidade Nova de Lisboa, Portugal; and Distinguished Invited Professor in the Department of Business Administration and Marketing at the University of Seville, Spain. His current research focuses on bridging marketing and design research. His work has been published in Computational Statistics, Computational Statistics & Data Analysis, MIS Quarterly, Organizational Research Methods, and Structural Equation Modeling, among others, and he is author of the world’s currently most impactful marketing article.