Meta-analysis: integrating accumulated knowledge |
| |
Authors: | Dhruv Grewal Nancy Puccinelli Kent B Monroe |
| |
Institution: | 1.Babson College,Babson Park,USA;2.University of Bath,Bath,UK;3.Oxford University,Oxford,UK;4.Department of Business Administration,University of Illinois,Glen Allen,USA |
| |
Abstract: | 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. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|