Empirical generalization in marketing: Introduction of meta-analysis method

Marketing science has matured to the point where it seems desirable to take stock of where we are, what we have learned, and develop a research agenda for extending the knowledge base that has developed. For some old topics, the need today is not for additional empirical data but for some means of making sense of the vast amounts of data that have been accumulated. Meta-analysis method can make quantitative generalizations across empirical studies on the related subject to achieve the above goal. By combing and comparing the existing studies, meta-analysis can give general conclusions to resolve controversy in previous research, improve the statistical power of research findings, point out research directions for future studies, and find out moderating factors for a specific relationship. To sum up, it is a superior method for knowledge accumulations of marketing or other behavior science in management filed. This article focuses on the application of meta-analysis in marketing field. It first claims the meaning of meta-analysis method for marketing research, then describes how to perform a meta-analysis in marketing field by using an example, and finally discusses the limitations of meta-analysis as a supplement.