| Author: | Franke, G. R. |
| Title: | Applications of Meta-Analysis for Marketing and Public Policy: A Review |
| Journal: | Journal of Public Policy and Marketing
2001 : FALL, VOL. 20:2, p. 186-200 |
| Index terms: | MARKETING PUBLIC POLICY QUALITATIVE RESEARCH |
| Language: | eng |
| Abstract: | Meta-analysis is the quantitative synthesis of research findings. The purpose of this article is to examine the use of meta-analysis for the cumulation of knowledge relevant to marketing and public policy (MPP). To that end, the article presents an overview of the history, benefits, and criticisms of meta-analysis. It then reviews and suggests applications for meta-analysis in research on MPP. Next, the article describes, in a nontechnical way, how such an analysis is performed. The final section discusses other relevant issues, such as the development of a "meta- analysis mindset" in the conduct and reporting of primary research studies. |
SCIMA