Grewal, Dhruv

Monroe, Kent B.

Puccinelli, Nancy

Journal of the Academy of Marketing Science

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.</p

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Meta-analysis:integrating accumulated knowledge

Dhruv Grewal

Nancy Puccinelli

Kent B. Monroe

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Meta-analysis: integrating accumulated knowledge

https://purehost.bath.ac.uk/ws/files/190826774/Grewal_Puccinelli_Monroe2018.pdf

Meta-analysis:integrating accumulated knowledge

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