Metaanaliza danych w marketingu zorientowanym na dowody - orientacja kliniczna w badaniach rynkowych i marketingowych

• Autorzy: Adam Sagan

Warianty tytułu

Meta-analysis in Evidence-based Marketing : Clinical Orientation in Marketing Research.

• Języki publikacji: PL

Abstrakty

Omówiono pojęcie marketingu zorientowanego na dowody, a następnie przedstawiono podstawowe etapy metaanalizy skal złożonych w badaniach marketingowych.

EN

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)

Słowa kluczowe

PL

Badania marketingowe; Analiza danych; Statystyczna analiza porównawcza; Metaanaliza

EN

Marketing research; Data analysis; Statistical comparison analysis; Meta-analysis

• Czasopismo: Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu
• Rocznik: 2009
• Numer: nr 51 Projektowanie, ocena i wykorzystanie danych rynkowych
• Strony: 114--124

Twórcy

autor

Adam Sagan

• Uniwersytet Ekonomiczny w Krakowie

Bibliografia

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