Meta-analysis in marketing research
-
DOIhttp://dx.doi.org/10.21511/im.13(1).2017.01
-
Article InfoVolume 13 2017, Issue #1, pp. 6-10
- 1241 Views
-
29 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Meta-analysis is a method that allows us to accomplish such a work by combining the results of several studies in order to make an objective synthesis following precise stages. With the help of meta-analysis, we can quantify a global result for the entire studies taken into consideration and obtain a more precise response and a more acceptable generalization.
This paper focuses on the steps of meta-analysis on resumed data, which are used more frequently, because they can easily tend towards exhaustiveness. The synthesis work has to be standardized. It consists in four stages: studies’ research, selection, data extraction and analysis. Its feasibility is linked to the existence of a sufficient number of studies that can be included in this meta-analysis. This method has been used in research since 1970 and it became irreplaceable for making recommendations. Its application field is only limited to that of existent studies.
- Keywords
-
JEL Classification (Paper profile tab)M00, M30, D83
-
References22
-
Tables0
-
Figures1
-
- Fig. 1. Number of studies for each phase
-
- Abernethy, A. M., and Franke, G. R. (1996). The Information Content of Advertising: A Meta-Analysis. Journal of Advertising, 25(2), 1-17.
- Bland, C. J., Meurer, L. N., Maldonado, G. (1995). A systematic approach to conducting a non-statistical meta-analysis of research literature. Academic Medicine, 70(7), 642-653.
- Cankurtaran, P., Langerak, F., & Griffin, A. (2013). Consequences of New Product Development Speed: A Meta-Analysis. Journal of Product Innovation Management, 30(3), 465-486.
- de Matos, C. A., and Rossi, C. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of The Academy of Marketing Science, 36(4), 578-596.
- Edeling, A., & Fischer, M. (2016). Marketing’s Impact on Firm Value: Generalizations from a Meta-Analysis. Journal of Marketing Research, 53(4), 515-534.
- Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of The Academy of Marketing Science, 37(2), 191-203.
- Eisend, M. (2015). Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research. Journal Of Marketing, 79(3), 23-40.
- Farley, John U., Donald R. Lehmann, and Alan Sawyer. (1995). Empirical marketing generalization using meta-analysis. Marketing Science, 14(3), 36-46.
- Franke, G. R. (2001). Applications of Meta-Analysis for Marketing and Public Policy: A Review. Journal of Public Policy & Marketing, 20(2), 186-200.
- Gerpott, T. J., and Thomas, S. (2014). Empirical research on mobile Internet usage: A meta-analysis of the literature. Telecommunications Policy, 38(3), 291-310.
- Gertner D. A (1995). (Tentative) meta-analysis of the ‘place marketing’ and ‘place branding’ literature. Journal of Brand Management, 19(2), 112-131.
- Glass, G. (1976). Primary, secondary and meta-analysis of research. Educational Researcher, 5(10), 3-8.
- Grinstein, A. (2008). The effect of market orientation and its components on innovation consequences: a meta-analysis. Journal of The Academy of Marketing Science, 36(2), 166-173.
- Hunt, M. (1997). How science takes stock: the story of meta-analysis. Russel sage Foundation, New York.
- Laroche, P. and Soulez, S. (2012).Meta-analysis for Marketing Research. Recherche Et Applications En Marketing, 27(1), 79-104.
- Lodish, L. M., Abraham, M., Kalmenson, S., Livelsberger, J., Lubetkin, B., Richardson, B., and Stevens, M. E. (1995). How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments. Journal of Marketing Research, 32(2), 125-139.
- Rosario, A. B., Sotgiu, F., De Valck, K., and Bijmolt, T. A. (2016). The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors. Journal of Marketing Research, 53(3), 297-329.
- Sultan, F., and Farley, J. U. (1996). Reflections on A Meta-Analysis of Applications of Diffusion Models. Journal of Marketing Research, 33(2), 247-249.
- Van den Bulte, C. (2000). New Product Diffusion Acceleration: Measurement and Analysis. Marketing Science, 19(4), 366-380.
- Woodside, A. G., Beretich, T., Lauricella, M. A. (1993). A Meta-Analysis of Effect Sizes Based on Direct Marketing Campaigns. Journal of Direct Marketing, 7(2), 19-33.
- Ya, Y., Vadakkepatt, G. G., and Joshi, A. M. (2015). A Meta-Analysis of Electronic Word-of-Mouth Elasticity. Journal of Marketing, 79(2), 19-39.
- Yang, A., Lee, D., Hwang, J., and Shin, J. (2013). The influence of regulations on the efficiency of telecommunications operators: A meta-frontier analysis. Telecommunications Policy, 37(11), 1071-1082.
