Methods and Applications in Marketing Management, Public Policy, and Litigation Support
Edited by Natalie Mizik and Dominique M. Hanssens
Chapter 13: Meta analysis in marketing
This chapter discusses important methods and issues in using meta-analysis to develop a knowledge base in marketing. After defining meta-analysis and explaining its role in marketing, the author discusses various steps in a meta-analytic study, focusing both on design and statistical issues. He then presents a comprehensive tabular overview of published marketing meta-analyses in various subfields of marketing.
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