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Empirical Marketing Generalization Using Meta-Analysis

Author

Listed:
  • John U. Farley

    (University of Pennsylvania)

  • Donald R. Lehmann

    (The Columbia Business School and MSI)

  • Alan Sawyer

    (The University of Florida)

Abstract

A decade of work in marketing meta-analysis has produced empirical generalizations concerning parameters in models of advertising, price, diffusion, and consumer behavior. Results from these meta-analyses should replace the now discredited zero null hypotheses of such parameters in future work. Probably more important than nonzero “grand mean” average effects is an approach called , which provides estimated parameter values for specific conditions reflecting markets and research technologies. Systematic application of the methodology can also help guide research along productive routes and away from repetition of work which has little potential to add new knowledge.

Suggested Citation

  • John U. Farley & Donald R. Lehmann & Alan Sawyer, 1995. "Empirical Marketing Generalization Using Meta-Analysis," Marketing Science, INFORMS, vol. 14(3_supplem), pages 36-46.
    • Handle: RePEc:inm:ormksc:v:14:y:1995:i:3_supplement:p:g36-g46
    DOI: 10.1287/mksc.14.3.G36
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    Cited by:

    1. Yaniv Dover & Jacob Goldenberg & Daniel Shapira, 2012. "Network Traces on Penetration: Uncovering Degree Distribution from Adoption Data," Marketing Science, INFORMS, vol. 31(4), pages 689-712, July.
    2. Bahadir, S. Cem & Bharadwaj, Sundar & Parzen, Michael, 2009. "A meta-analysis of the determinants of organic sales growth," International Journal of Research in Marketing, Elsevier, vol. 26(4), pages 263-275.
    3. Yu Ding & Wayne S. DeSarbo & Dominique M. Hanssens & Kamel Jedidi & John G. Lynch & Donald R. Lehmann, 2020. "The past, present, and future of measurement and methods in marketing analysis," Marketing Letters, Springer, vol. 31(2), pages 175-186, September.
    4. Andrea Schöndeling & Alexa B. Burmester & Alexander Edeling & André Marchand & Michel Clement, 2023. "Marvelous advertising returns? A meta-analysis of advertising elasticities in the entertainment industry," Journal of the Academy of Marketing Science, Springer, vol. 51(5), pages 1019-1045, September.
    5. Sara Valentini & Chiara Orsingher & Alexandra Polyakova, 2020. "Customers’ emotions in service failure and recovery: a meta-analysis," Marketing Letters, Springer, vol. 31(2), pages 199-216, September.
    6. Frank M. Bass, 2004. "Comments on "A New Product Growth for Model Consumer Durables The Bass Model"," Management Science, INFORMS, vol. 50(12_supple), pages 1833-1840, December.
    7. Verlegh, Peeter W. J. & Steenkamp, Jan-Benedict E. M., 1999. "A review and meta-analysis of country-of-origin research," Journal of Economic Psychology, Elsevier, vol. 20(5), pages 521-546, October.
    8. Kirthi Kalyanam & John McAteer & Jonathan Marek & James Hodges & Lifeng Lin, 2018. "Cross channel effects of search engine advertising on brick & mortar retail sales: Meta analysis of large scale field experiments on Google.com," Quantitative Marketing and Economics (QME), Springer, vol. 16(1), pages 1-42, March.
    9. Zhang, Fangni & Yang, Zhiwei & Jiao, Jingjuan & Liu, Wei & Wu, Wenjie, 2020. "The effects of high-speed rail development on regional equity in China," Transportation Research Part A: Policy and Practice, Elsevier, vol. 141(C), pages 180-202.
    10. Yves Van Vaerenbergh & Simon Hazée & Annelies Costers, 2018. "Customer participation in service recovery: a meta-analysis," Marketing Letters, Springer, vol. 29(4), pages 465-483, December.
    11. Albers, Sönke, 2012. "Optimizable and implementable aggregate response modeling for marketing decision support," International Journal of Research in Marketing, Elsevier, vol. 29(2), pages 111-122.
    12. Mou, Jian & Benyoucef, Morad, 2021. "Consumer behavior in social commerce: Results from a meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 167(C).
    13. Yani Wang & Jun Wang & Tang Yao, 2019. "What makes a helpful online review? A meta-analysis of review characteristics," Electronic Commerce Research, Springer, vol. 19(2), pages 257-284, June.
    14. Hans H. Bauer & Marc Fischer & Yvonne McInturff, 1999. "Der Bildkommunikationseffekt — eine Metaanalyse," Schmalenbach Journal of Business Research, Springer, vol. 51(9), pages 805-831, September.
    15. Van Ittersum, Koert & Pennings, Joost M.E. & Wansink, Brian & van Trijp, Hans C.M., 2007. "The validity of attribute-importance measurement: A review," Journal of Business Research, Elsevier, vol. 60(11), pages 1177-1190, November.
    16. García-Meca, Emma & Sánchez-Ballesta, Juan Pedro, 2006. "Influences on financial analyst forecast errors: A meta-analysis," International Business Review, Elsevier, vol. 15(1), pages 29-52, February.
    17. Admiraal, P-H. & Carree, M.A., 2000. "Competition and Market Dynamics on the Russian Deposits Market," ERIM Report Series Research in Management ERS-2000-25-STR, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    18. Vieira, Valter Afonso, 2013. "Stimuli–organism-response framework: A meta-analytic review in the store environment," Journal of Business Research, Elsevier, vol. 66(9), pages 1420-1426.
    19. Jonathan Lee & Peter Boatwright & Wagner A. Kamakura, 2003. "A Bayesian Model for Prelaunch Sales Forecasting of Recorded Music," Management Science, INFORMS, vol. 49(2), pages 179-196, February.
    20. Zhang, Jingke & Li, Huan & Lin, Jingxia & Zheng, Wei & Li, Heng & Chen, Zhigang, 2020. "Meta-analysis of the relationship between high quality basic education resources and housing prices," Land Use Policy, Elsevier, vol. 99(C).
    21. Franziska Völckner & Julian Hofmann, 2007. "The price-perceived quality relationship: A meta-analytic review and assessment of its determinants," Marketing Letters, Springer, vol. 18(3), pages 181-196, September.
    22. Francesco Rullani & Karin Beukel & Matteo De Angelis, 2021. "Anti‐counterfeiting strategy unfolded: A closer look to the case of a large multinational manufacturer," Strategic Management Journal, Wiley Blackwell, vol. 42(11), pages 2084-2103, November.
    23. Maecker, Olaf & Grabenströer, Nadja Sophia & Clement, Michel & Heitmann, Mark, 2013. "Charts and demand: Empirical generalizations on social influence," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 429-431.
    24. Ball, A. Dwayne & Sawyer, Alan G., 2013. "Issues involving the use of significant sameness in testing replications and generating knowledge," Journal of Business Research, Elsevier, vol. 66(9), pages 1389-1392.

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