Meta-analysis for Marketing Research

The aim of this paper is to present and illustrate the procedure to follow when a researcher wants to use meta-analysis in marketing research. Meta-analysis is the statistical analysis of a large collection of results from individual studies for the purpose of integrating the findings. Meta-analysis...

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Bibliographic Details
Published inRecherche et applications en marketing Vol. 27; no. 1; pp. 79 - 104
Main Authors Laroche, Patrice, Soulez, Sébastien
Format Journal Article
LanguageEnglish
Published SAGE 01.03.2012
Subjects
Computer software
Correlation coefficients
Marketing
Meta analysis
PEDAGOGY
Publishing industry
Regression coefficients
Research design
Research methods
Sample size
Statistical variance
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Summary:The aim of this paper is to present and illustrate the procedure to follow when a researcher wants to use meta-analysis in marketing research. Meta-analysis is the statistical analysis of a large collection of results from individual studies for the purpose of integrating the findings. Meta-analysis offers new opportunities for integrating and combining the contradictory outcomes of studies and for analyzing variance in effect sizes across findings. After a description of the different stages of meta-analysis, two applications of meta-analytic procedure in marketing are presented and recommendations are suggested for marketing researchers who want to perform a meta-analysis accurately.
ISSN:0767-3701