Empirical Marketing Generalization Using Meta-Analysis

John U. Farley, Donald R. Lehmann and Alan Sawyer
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John U. Farley: University of Pennsylvania
Donald R. Lehmann: The Columbia Business School and MSI
Alan Sawyer: The University of Florida

Marketing Science, 1995, vol. 14, issue 3_supplement, G36-G46

Abstract: A decade of work in marketing meta-analysis has produced empirical generalizations concerning parameters in models of advertising, price, diffusion, and consumer behavior. Results from these meta-analyses should replace the now discredited zero null hypotheses of such parameters in future work. Probably more important than nonzero “grand mean” average effects is an approach called , which provides estimated parameter values for specific conditions reflecting markets and research technologies. Systematic application of the methodology can also help guide research along productive routes and away from repetition of work which has little potential to add new knowledge.

Keywords: generalization; meta-analysis; diffusion; advertising; buyer behavior; pricing; international marketing (search for similar items in EconPapers)
Date: 1995
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