期刊
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
卷 46, 期 1, 页码 9-30出版社
SPRINGER
DOI: 10.1007/s11747-017-0570-5
关键词
Meta-analysis; Integrative review
类别
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.
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