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Forschungsergebnis (Zeitschriftenartikel)

Martin Eisend: Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research

Abstract

This study measures the value and progress of knowledge produced in marketing research by using meta-analytic
effect sizes as a measure of scientific knowledge. The author combines the results of 176 meta-analyses that
include data from more than 7,500 primary studies published between 1918 and 2012. The 1,841 meta-analytic
effect sizes show that a considerable body of marketing knowledge has been developed, as expressed by a metameta-
analytic correlation of .24. This medium-sized effect is as strong or stronger than effects that have been found
in compilations of meta-analyses in other, more basic fields of inquiry (e.g., psychology), which shows that
marketing is a successful academic discipline. The effect sizes vary across subject areas, with pricing showing the
strongest effects, followed by consumer behavior; methods and new product development show the weakest
effects. This finding reveals different degrees of knowledge production and varying benchmarks to assess the
contribution of future research outcomes in these subject areas. Marketing knowledge follows a discontinuous
model of progress: knowledge has increased over time, but at a decreasing rate; the marketing field, which is
currently characterized by fragmentation and specialization, has reached a stage of maturity. The findings provide
implications for further research regarding how to measure, evaluate, and progress knowledge in marketing.

Autor Martin Eisend
Titel des Aufsatzes Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research
Jahr 2015
Zeitschrift Zeitschrift Journal of Marketing
Ausgabe / Nummer 79 / May
Ranking A + (VHB-Jourqual 2.1 (2011))
Seiten 23-40

Einordnung in die Universitätsstruktur

Fakultät Wirtschaftswissenschaftliche Fakultät
Lehrstuhl Professur für Betriebswirtschaftslehre, insbesondere Marketing

Bibliographische Angabe

Martin Eisend: Have We Progressed Marketing Knowledge? A Meta-Meta-Analysis of Effect Sizes in Marketing Research. In: Journal of Marketing 79 / May, 2015, S. 23-40.