L'objectif de cet article est de présenter et d'illustrer la démarche méthodologique qu'il convient de suivre lorsque l'on souhaite conduire une méta-analyse en marketing. La méta-analyse est une approche méthodologique consistant à faire la synthèse des résultats d'études empiriques individuelles au moyen de méthodes statistiques appropriées. La méta-analyse offre non seulement la possibilité d'intégrer et de combiner les résultats souvent contradictoires que les chercheurs obtiennent sur des questions de recherche identiques mais aussi d'analyser ces résultats de telle sorte que l'on puisse identifier les éventuelles sources de variation entre les résultats obtenus.
Après avoir décrit les principales étapes à suivre pour mener à bien une méta-analyse, deux applications de la méthodologie en marketing sont présentées et des recommandations formulées pour les chercheurs en marketing désirant utiliser cette méthode.
AguinisH.PierceC.A. (1998), Testing moderator variable hypotheses meta-analytically, Journal of Management, 24, 5, 577–592.
2.
AguinisH.PierceC.A.BoscoF.A.DaltonD.R.DaltonC.M. (2011), Debunking myths and urban legends about meta-analysis, Organizational Research Methods, 14, 2, 306–331.
3.
AssmusG.FarleyJ.U.LehmannD.R. (1984), How advertising affects sales: Meta-analysis of econometric results, Journal of Marketing Research, 21, 1, 65–74.
4.
BassF. (1995), Empirical generalizations and marketing science: A personal view, Marketing Science, 14, 3, 6–19 (partie 2).
5.
BeggC.B.BerlinJ.A. (1988), Publication bias: A problem in interpreting medical data, Journal of Royal Statistical Society, 151, 3, 419–463.
6.
BerntE.R.BuiL.T.ReillyD.H.UrbanG.L. (1994), The roles of marketing, product quality, and price competition in the growth and composition of the U.S. anti-ulcer drug industry, papier de recherche 19–94, Massachusetts Institute of Technology.
7.
BijmoltT.H.A.PietersR.G.M. (2001), Meta-analysis in marketing when studies contain multiple measurements, Marketing Letters, 12, 2, 157–169.
8.
BobkoP.Stone-RomeroE.F. (1998), Meta-analysis is another useful research tool but it is not a panacea, in FerrisG. (coord.), Research in personnel and human resources management, Greenwich, JAI Press, 16, 359–397.
9.
CarlsonK.D.XiaoyingJi F. (2010), Citing and building on meta-analytic findings: A review and recommendations, Organizational Research Methods, publié en ligne le 4 octobre 2010.
ChurchillG.A.FordN.M.HartleyS.W.WalkerO.C. (1985), The determinants of salesperson performance: A meta-analysis, Journal of Marketing Research, 22, 2, 103–118.
12.
ChurchillG.A.PeterJ.P. (1984), Research design effects on the reliability of rating scales: A meta-analysis, Journal of Marketing Research, 21, 4, 360–375.
13.
ClarkeD.G. (1976), Econometric measurement of the duration of advertising effect on sales, Journal of Marketing Research, 13, 4, 345–357.
14.
CogginT.D.FabozziF.J.RahmanS. (1993), The investment performance of U.S. equity pension fund managers: An empirical investigation, Journal of Finance, 48, 3, 1039–1055.
15.
CohenJ. (1969), Statistical power analysis for the behavioral sciences, New York, Academic Press.
16.
CooperH.M. (2010), Research synthesis and meta-analysis, Beverly Hills, Sage Publications.
17.
CortinaJ.M. (2003), Apples and oranges (and pears, oh my!): The search for moderators in meta-analysis, Organizational Research Methods, 6, 4, 415–439.
DoucouliagosC.LarocheP. (2003), What do unions do to productivity? A meta-analysis, Industrial Relations (Berkeley), 42, 4, 650–691.
20.
EggerM.SmithG.D.SchneiderM.MinderC. (1997), Bias in meta-analysis detected by a simple, graphical test, British Medical Journal, 315, 7109, 629–634.
21.
ErezA.BloomM.C.WellsM.T. (1996), Using random rather than fixed effects models in meta-analysis: Implications for situational specificity and validity generalization, Personnel Psychology, 49, 2, 275–306.
22.
FarleyJ.U.LehmannD.R.RyanM.J. (1982), Patterns in parameters of buyer behavior models: Generalizing from sparse replication, Marketing Science, 1, 2, 181–204.
FeinsteinA.R. (1995), Meta-analysis: Statistical alchemy for the 21st century, Journal of Clinical Epidemiology, 48, 1, 71–79.
25.
FornellC. (1995), The quality of economic output: Empirical generalizations about its distribution and relationship to market share, Marketing Science, 14, 3, 203–212 (partie 2).
26.
FournierC.Vauquois-MathevetE. (1999), Intérêt et méthodologie de la méta-analyse: Une illustration menée dans le domaine des forces de vente sur la relation « intention de quitter l'entreprise-roulement du personnel », in PrasB. (coord.), Faire de la recherche en marketing ?, Paris, Vuibert, 66–77.
27.
FrankeG.R. (2001), Applications of meta-analysis for marketing and public policy: A review, Journal of Public Policy & Marketing, 20, 2, 186–200.
28.
GeyskensI.KrishnanR.SteenkampJ.-B.CunhaP.V. (2009), A review and evaluation of meta-analysis practices in management research, Journal of Management, 35, 2, 393–419.
29.
GeyskensI.SteenkampJ.-B.KumarN.A. (2006), Make, buy, or ally: A transaction cost theory meta-analysis, Academy of Management Journal, 49, 3, 519–543.
30.
GlassG. (1976), Primary, secondary and meta-analysis of research, Educational Researcher, 5, 10, 3–8.
31.
GlassG.McGawB.SmithM.L. (1981), Meta-analysis in social research, Beverly Hills, Sage Publications.
32.
GurevitchJ.HedgesL.V. (1993), Meta-analysis: Combining results of independent experiments, in ScheinerS.GurevitchJ. (coord.), Design and analysis of experiments, New York, Chapman and Hall, 378–398.
33.
HedgesL.V. (1981), Distribution theory for Glass's estimator of effect size and related estimators, Journal of Educational Statistics, 6, 2, 107–128.
34.
HedgesL.V.OlkinI. (1985), Statistical methods for meta-analysis, Londres, Academic Press.
35.
HedgesL.V.VeveaJ.L. (1998), Fixed-and random effects models in meta-analysis, Psychological Methods, 3, 486–504.
36.
HermannJ.L.JosephS. (1999), Problématique et méthodologies des généralisations empiriques: Contribution à une réflexion critique, in PrasB. (coord.), Faire de la recherche en marketing ?, Paris, Vuibert, 48–65.
37.
HunterJ.E.SchmidtF.L. (1990), Methods of meta-analysis: correcting error and bias in research findings, Londres, Sage Publications.
38.
HunterJ.E.SchmidtF.L.JacksonG.B. (1982), Meta-analysis: cumulating research findings across studies, Beverly Hills, Sage Publications.
39.
KalyanaramG. (1993), Entry effects in consumer goods: cross sectional pooling, lag entry time effect and endogeneity of entry, papier de recherche, University of Texas-Dallas.
40.
LarocheP. (2007), L'exploration statistique du biais de publication, Journal de la Société Française de Statistique, 148, 4, 29–56.
41.
LarocheP.SchmidtG. (2004), La méta-analyse en sciences de gestion: Utilisations et débats, inSavallH.BonnetM.PéronM. (coord.), Crossing frontiers in quantitative and qualitative research methods, Research Methods Division, Academy of Management, Lyon.
42.
LaurentG. (1999), Les généralisation empiriques en marketing, in PrasB. (coord.), Faire de la recherche en marketing ?, Paris, Vuibert, 29–47.
43.
LeizoroviczA.BoisselJ.P. (1983), Oral anticoagulant in patients surviving myocardial infarction: A new approach to old data, European Journal of Clinical Pharmacology, 24, 3, 333–336.
44.
LightR.J.PillemerD.B. (1984), Summing up: the science of reviewing research, Cambridge, Harvard University Press.
45.
MullerJ.-L. (1988), Pour une revue quantitative de la littérature: Les méta-analyses, Psychologie Française, 33, 4, 295–303.
46.
OrwinR.G. (1983), A fail-safe N for effect size, Journal of Educational Statistics, 8, 2, 157–159.
47.
PetersonR.A.JolibertA. (1995), A meta-analysis of country-of-origins effects, Journal of International Business Studies, 26, 4, 883–895.
48.
PomeroyB.ThorntonD.B. (2008), Meta-analysis and the accounting literature: The case of audit committee independence and financial reporting quality, European Accounting Review, 17, 2, 305–330.
49.
RaudenbushS.W. (1994), Random effects models, in CooperH.HedgesL.V. (coord.), The handbook of research synthesis, New York, Russel Sage Foundation, 301–321.
50.
ReisingerH. (1997), The impact of research designs on R2 in linear regression models: an exploratory meta-analysis, Journal of Empirical Generalizations in Marketing Science, 2, 1, 1–12.
51.
RobinsonW.T. (1988), Sources of market pioneer advantages: The case of industrial goods industries, Journal of Marketing Research, 25, 1, 87–94.
52.
RosenthalR. (1979), The ‘file drawer’ problem and tolerance for null results, Psychological Bulletin, 86, 3, 638–641.
53.
RosenthalR. (1991), Meta-analytic procedures for social research, Beverly Hills, Sage Publications.
54.
RosenthalR.RubinD.B. (1978), Interpersonal expectancy effects: The first 345 studies, Behavioral and Brain Sciences, 3, 377–415.
RustR.T.LehmannD.R.FarleyJ.U. (1990), Estimating publication bias in meta-analysis, Journal of Marketing Research, 27, 2, 220–227.
57.
SackettP.R.SchmittN.TenopyrM.L.KehoeJ.ZedeckS. (1985), Commentary on forty questions about validity generalization and meta-analysis, Personnel Psychology, 38, 4, 697–798.
58.
SchmidtF.L. (1992), What do data really mean? Research findings, meta-analysis and cumulative knowledge in psychology, American Psychologist, 47, 10, 1173–1181.
59.
StanleyT.D. (2001), Wheat from chaff: Meta-analysis as quantitative literature review, Journal of Economics Perspectives, 15, 3, 131–150.
60.
StanleyT.D.JarrellS.B. (1989), Meta-regression analysis: A quantitative method of literature surveys, Journal of Economics Surveys, 3, 2, 161–170.
61.
SterneJ.A.C. (2009), Meta-analysis in Stata: an updated collection from the Stata Journal, Texas: Stata Press.
62.
SubramonyM. (2009), A meta-analytic investigation of the relationship between HRM bundles and firm performance, Human Resource Management, 48, 5, 745–768.
63.
SuttonA.J.DuvalS.J.TweedieR.L.AbramsK.R.JonesD.R. (2000), Empirical assessment of effect of publication bias on meta-analyses, British Medical Journal, 320, 7249, 1574–1577.
64.
SzymanskiD.M.TroyL.C.BharadwajS.G. (1995), Order of entry and business performance: An empirical synthesis and reexamination, Journal of Marketing, 59, 4, 17–33.
65.
TrappeyC. (1996), A meta-analysis of consumer choice and subliminal advertising, Psychology & Marketing, 13, 5, 517–30.
66.
ViswesvaranC.OnesD.S. (1995), Theory testing: Combining psychometric meta-analysis and structural equations modeling, Personnel Psychology, 48, 4, 865–885.
67.
VölcknerF.HofmannJ. (2007), The price-perceived quality relationship: A meta-analytic review and assessment of its determinants, Marketing Letters, 18, 3, 181–196.
68.
WangM.C.BushmanB.J. (1999), Integrating results through meta-analytic review using SAS software, Cart, NC: SAS Institute.
69.
WolfF.M. (1986), Meta-analysis: quantitative methods for research synthesis, Sage University Paper, 59.
70.
WuJ.LedererA. (2009), A meta-analysis of the role of environment-based voluntariness in information technology acceptance, MIS Quarterly, 33, 2, 419–432.
71.
YuJ.CooperH. (1983), A quantitative review of research design effects on response rates to questionnaires, Journal of Marketing Research, 20, 1, 36–44.
