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Meta analysis in marketing

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Donald R. Lehmann

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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Anita Luo, Donald R. Lehmann and Scott A. Neslin

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Justine M. Rapp, Ronald Paul Hill and Donald R. Lehmann