Meta-Análise em Marketing

Meta-analysis is a method that seeks to aggregate, integrate, and adjust results from previous studies, while considering the different conditions in which the original studies were investigated. The expected benefit is demonstration of the association between one or more variables, and generation of a systematic review and integration of studies. Hence, in the meta-analysis, the researcher can present broad evidence for or against a given theory. This study discusses the methodological and structural aspects of the organization of meta-analytical investigations in marketing. In addition, this paper suggests eight steps to organize the data and interpret the results. Lastly, we discuss the implications of the formulas and the corrections of the effects, as well as proposing paths for investigations that use meta-analysis in marketing.