The other "meta" of meta-analysis: Qualitative and text-based approaches to "analysis of analyses" in marketing

Ksenia Silchenko

MERCATI & COMPETITIVIT?, 2018, vol. 2018/4, issue 4, 27-45

Abstract: In the exponential growth of scientific publication output and the growing maturity of the marketing discipline, doing literature and research reviews has become more than just a research convention, but rather a proper form of research. However, despite increasing attention and the number of published guides and handbooks, review methodologies tend to evolve in the direction of statistical meta-analyses, thus not only neglecting the knowledge-advancing potential of qualitative work, but also contributing to the widening of the qualitative-quantitative divide. By bringing attention to qualitative review methodologies and introducing a categorization of "meta" approaches informed by the insights from the sociology of knowledge, this critical review paper suggests that a stronger focus on text-based methods applied to the analysis of (marketing) literature can enrich (marketing) research, both in terms of methodologies and new knowledge generation.

Date: 2018
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