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  • 标题:Meta-analysis in marketing research
  • 本地全文:下载
  • 作者:Georgeta-Madalina Meghisan ; Thierry Burger-Helmchen
  • 期刊名称:Innovative Marketing
  • 印刷版ISSN:1814-2427
  • 电子版ISSN:1816-6326
  • 出版年度:2017
  • 卷号:13
  • 期号:1
  • 页码:6-10
  • DOI:10.21511/im.13(1).2017.01
  • 语种:English
  • 出版社:LLC "CPC "Business Perspectives"
  • 摘要:Meta-analysis is a method that allows us to accomplish such a work by combining the results of several studies in order to make an objective synthesis following precise stages. With the help of meta-analysis, we can quantify a global result for the entire studies taken into consideration and obtain a more precise response and a more acceptable generalization. This paper focuses on the steps of meta-analysis on resumed data, which are used more frequently, because they can easily tend towards exhaustiveness. The synthesis work has to be standardized. It consists in four stages: studies’ research, selection, data extraction and analysis. Its feasibility is linked to the existence of a sufficient number of studies that can be included in this meta-analysis. This method has been used in research since 1970 and it became irreplaceable for making recommendations. Its application field is only limited to that of existent studies.
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