The aim of this paper is to present and illustrate the procedure to follow when a researcher wants to use meta-analysis in marketing research. Meta-analysis is the statistical analysis of a large collection of results from individual studies for the purpose of integrating the findings. Meta-analysis offers new opportunities for integrating and combining the contradictory outcomes of studies and for analyzing variance in effect sizes across findings.
After a description of the different stages of meta-analysis, two applications of meta-analytic procedure in marketing are presented and recommendations are suggested for marketing researchers who want to perform a meta-analysis accurately.
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