Meta-analysis: integrating accumulated knowledge

Dhruv Grewal, Nancy Puccinelli, Kent B. Monroe

Journal of the Academy of Marketing Science · 2018 · Volume 46 · Issue 1

Abstract

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.

Keywords

Meta-analysis, Integrative review

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