Czasopismo
Tytuł artykułu
Autorzy
Warianty tytułu
Meta-analysis in Evidence-based Marketing : Clinical Orientation in Marketing Research.
Języki publikacji
Abstrakty
Omówiono pojęcie marketingu zorientowanego na dowody, a następnie przedstawiono podstawowe etapy metaanalizy skal złożonych w badaniach marketingowych.
In contemporary market research (especially in the area of market metrics) the new methodological approach based on clinical view to resolving marketing problems is observed. On the basis of medical sciences this approach is named evidence-based marketing. The medical analogy stresses the importance of research replications and systematic comparisons of the evidence. Meta-analysis is the core method of data summation in this field. In the paper the assumptions and basic steps of meta-analysis are presented. A lot of techniques as forest and funnel plots, homogeneity analysis (Hedges Q test) and publication bias analysis is discussed used in the meta-analysis of market indicators. (original abstract)
Rocznik
Strony
114--124
Opis fizyczny
Twórcy
autor
- Uniwersytet Ekonomiczny w Krakowie
Bibliografia
- Bearden W., Netemeyer R., Handbook of marketing scales, Newbury Park, CA: Sage Publications, 1999.
- Duval S., Tweedie R., Trim and fill: a simple funnel-plot-based method of testing and adjusting for publication bias in meta-analysis, "Biometrics" 2000, no. 56.
- Glass G.V., Primary, secondary and meta-analysis of research, "Educational Researcher" 1976, no. 5.
- Hedges L.V., Olkin I., Statistical methods for meta-analysis, Orlando, FL: Academic Press 1985.
- Huedo-Medina T.B., Sanchez-Meca J., Martin-Martinez F., Botella J., Assessing hetegorenity in metaanalysis: Q statistic or P index!', "Psychological Methods" 2006, no. 11(2).
- Peterson R.A, A meta-analysis of Cronbach's Coefficient Alpha, "Journal of Consumer Research", September 1994, no. 21.
- Sachs J.D., The end of poverty. Economic possibilities of our time, Penguin Press 2005.
- Sackett, D.L., Richardson W.S., Rosenberg W., Haynes R.B., Evidence based medicine - how to practice and teach EBM, 1996.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.ekon-element-000164664171