Applications of Meta-Analysis for Marketing and Public Policy: A Review

Abstract

Abstract The author examines the relevance of meta-analysis for research on marketing and public policy. He presents an overview of the history, benefits, and criticisms of meta-analysis; reviews and suggests meta-analysis applications; gives a nontechnical description of how to perform a meta-analysis; and concludes with implications of a “meta-analysis mindset” in the conduct and reporting of primary research studies.