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Meta-analysis: integrating accumulated knowledge
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DOI：10.1007/s11747-017-0570-5.png)
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摘要
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Building a foundation of marketing theory requires developing effective ways to aggregate research results. Meta-analyses that accumulate knowledge within a research domain is an important means for summarizing research findings and increasingly is being conducted in various substantive marketing domains. Moderator analysis and structural models using meta-analytic inputs have emerged as a powerful means to advance current knowledge in a research domain, and, importantly, identify fruitful areas for future inquiry. This article reviews the growth of meta-analysis in marketing and identifies several important issues researchers must consider when conducting and reporting a meta-analysis.
Keyword:
Meta-analysis
Integrative review
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10.1
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3.4K
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