UNIVERSITY OF COLOGNE

For numerous marketing strategy variables, the relationships have been studied multiple times, and summarizing the existing empirical findings on those relationships may result in an important scientific contribution. Meta-analysis encompasses a broad set of methods to conduct a systematic, quantitative review of the literature in order to derive empirical generalizations. As such, conducting a meta-analysis is an excellent project for a PhD student or other (junior) researcher having to review the literature on a particular topic. We will discuss the entire process of conducting a meta-analysis from idea generation, to literature search, analysis methods, reporting and writing the paper. These steps will be illustrated using a recent meta-analysis project within marketing strategy.