Meta-analysis in marketing research
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Released OnFriday, 12 May 2017
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DOIhttp://dx.doi.org/10.21511/im.13(1).2017.01
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Article InfoVolume 13 2017, Issue #1, pp. 6-10
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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.
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JEL Classification (Paper profile tab)M00, M30, D83
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References22
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Tables0
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Figures1
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- Fig. 1. Number of studies for each phase
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