Meta-analysis: deconstructing marketing knowledge

Encapsulating and quantitatively synthesizing prior study findings with the aim of providing novel and worthwhile insights into the existing knowledge of a specific research domain, meta-analysis has garnered increasing attention in different fields of social sciences. Among these, particularly, the stream of research on marketing has seen the burgeoning interest in the meta-analytic approach within recent decades. Building on these, this book chapter endeavours to contribute to the current understanding of meta-analysis by theoretically introducing the meta-analytic perspective and elucidating the key steps about how to conduct a good meta-analytic review. Besides, to the end that the theoretical explanations given are enriched by a practical example, a meta-analytic investigation is undertaken on the interrelationship between export market orientation and export performance. All in all, this book chapter is expected to offer a useful guidance regarding meta-analysis for both scholars and practitioners.