Anita Luo, Donald R. Lehmann and Scott A. Neslin
Justine M. Rapp, Ronald Paul Hill and Donald R. Lehmann
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.