文章基本信息

标题：Meta-analysis in marketing research
本地全文：下载
作者：Georgeta-Madalina Meghisan ; Thierry Burger-Helmchen
期刊名称：Innovative Marketing
印刷版ISSN：1814-2427
电子版ISSN：1816-6326
出版年度：2017
卷号：13
期号：1
页码：6-10
DOI：10.21511/im.13(1).2017.01
语种：English
出版社：LLC "CPC "Business Perspectives"
摘要：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.