Meta-analysis in marketing research

Georgeta-Madalina Meghisan-Toma () and Thierry Burger-Helmchen

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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.

Keywords: Meta-analysis methodology; Marketing research; Regression function; Mobile telecommunications services (search for similar items in EconPapers)
Date: 2017-05-12
Note: View the original document on HAL open archive server: https://hal.science/hal-02189756v1
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Published in Innovative Marketing , 2017, 13 (1), pp.6-10. ⟨10.21511/im.13(1).2017.01⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02189756

DOI: 10.21511/im.13(1).2017.01

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