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Meta-analysis: integrating accumulated knowledge

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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.

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Authors and Affiliations

  1. Babson College, 213 Malloy Hall, Babson Park, MA, 02457, USA

    Dhruv Grewal

  2. University of Bath, Bath, UK

    Nancy Puccinelli

  3. Oxford University, Oxford, UK

    Nancy Puccinelli

  4. Department of Business Administration, University of Illinois, 4905 Old Millrace Place, Glen Allen, VA, 23059, USA

    Kent B. Monroe

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  1. Dhruv Grewal
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  2. Nancy Puccinelli
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  3. Kent B. Monroe
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Correspondence to Dhruv Grewal.

Additional information

The authors appreciate the feedback and insights shared by Michael Borenstein. They also appreciate the helpful comments of Gopalkrishnan Iyer. The authors also appreciate the feedback provided by the editor, AE and the reviewers.

Mark Houston served as Area Editor for this article.

Appendix 1

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Table 5 Review of meta-analyses
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Grewal, D., Puccinelli, N. & Monroe, K.B. Meta-analysis: integrating accumulated knowledge. J. of the Acad. Mark. Sci. 46, 9–30 (2018). https://doi.org/10.1007/s11747-017-0570-5

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