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Meta-analysis in marketing research

Author

Listed:
  • Georgeta-Madalina Meghisan

    (University of Craiova)

  • Thierry Burger-Helmchen

    (BETA - Bureau d'Économie Théorique et Appliquée - INRA - Institut National de la Recherche Agronomique - UNISTRA - Université de Strasbourg - UL - Université de Lorraine - CNRS - Centre National de la Recherche Scientifique)

Abstract

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.

Suggested Citation

  • Georgeta-Madalina Meghisan & Thierry Burger-Helmchen, 2017. "Meta-analysis in marketing research," Post-Print hal-02189756, HAL.
    • Handle: RePEc:hal:journl:hal-02189756
    DOI: 10.21511/im.13(1).2017.01
    as

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