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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

    (Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar, CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

L'objectif de cet article est de présenter et d'illustrer la démarche méthodologique qu'il convient de suivre lorsque l'on souhaite conduire une méta-analyse en marketing. La méta-analyse est une approche méthodologique consistant à faire la synthèse des résultats d'études empiriques individuelles au moyen de méthodes statistiques appropriées. La méta-analyse offre non seulement la possibilité d'intégrer et de combiner les résultats souvent contradictoires que les chercheurs obtiennent sur des questions de recherche identiques mais aussi d'analyser ces résultats de telle sorte que l'on puisse identifier les éventuelles sources de variation entre les résultats obtenus. Après avoir décrit les principales étapes à suivre pour mener à bien une méta-analyse, deux applications de la méthodologie en marketing sont présentées et des recommandations formulées pour les chercheurs en marketing désirant utiliser cette méthode.

Suggested Citation

  • Patrice Laroche & Sébastien Soulez, 2012. "La méthodologie de la méta-analyse en marketing," Post-Print hal-01075249, HAL.
    • Handle: RePEc:hal:journl:hal-01075249
    DOI: 10.1177/076737011202700104
    as

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    Citations

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    Cited by:

    1. Abdesamad Zouine & Pierre Fenies, 2014. "The Critical Success Factors Of The ERP System Project: A Meta-Analysis Methodology," Post-Print hal-01419785, HAL.
    2. Driss El Kadiri Boutchich, 2022. "Human Capital in Public Research Laboratory: Towards an Alternative Evaluation and Prediction Method Based on Hybridization," Annals of Data Science, Springer, vol. 9(6), pages 1181-1200, December.
    3. Olfa Aissa, 2016. "A Meta-Analysis of the Financial Participation Impact on Firm Performance," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(8), pages 186-186, July.

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