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Meta-analysis for marketing research
[La méthodologie de la méta-analyse en marketing]

Author

Listed:
  • Patrice Laroche

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

  • Sébastien Soulez

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

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.

Suggested Citation

  • Patrice Laroche & Sébastien Soulez, 2012. "Meta-analysis for marketing research [La méthodologie de la méta-analyse en marketing]," Post-Print hal-00923909, HAL.
    • Handle: RePEc:hal:journl:hal-00923909
    DOI: 10.1177/07673701120270010
    Note: View the original document on HAL open archive server: https://hal.science/hal-00923909
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    Cited by:

    1. Ligia Muntean Jemna, 2017. "Using Quantitative and Mixed Research Methods in Marketing: A Meta-Analytic Approach," Acta Universitatis Danubius. OEconomica, Danubius University of Galati, issue 13(4), pages 227-249, AUGUST.

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