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.
|Number of pages||22|
|Journal||Journal of the Academy of Marketing Science|
|Early online date||7 Nov 2017|
|Publication status||Published - 31 Jan 2018|
- Integrative review
ASJC Scopus subject areas
- Business and International Management
- Economics and Econometrics
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- Management - Professor
- Marketing, Business & Society
Person: Research & Teaching