The other "meta" of meta-analysis: Qualitative and text-based approaches to "analysis of analyses" in marketing

Author/s Ksenia Silchenko
Publishing Year 2018 Issue 2018/4 Language English
Pages 19 P. 27-45 File size 480 KB
DOI 10.3280/MC2018-004003
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In the exponential growth of scientific publication output and the growing maturity of the marketing discipline, doing literature and research reviews has become more than just a research convention, but rather a proper form of research. However, despite increasing attention and the number of published guides and handbooks, review methodologies tend to evolve in the direction of statistical meta-analyses, thus not only neglecting the knowledge-advancing potential of qualitative work, but also contributing to the widening of the qualitative-quantitative divide. By bringing attention to qualitative review methodologies and introducing a categorization of "meta" approaches informed by the insights from the sociology of knowledge, this critical review paper suggests that a stronger focus on text-based methods applied to the analysis of (marketing) literature can enrich (marketing) research, both in terms of methodologies and new knowledge generation.

Keywords: Review methodologies, meta-analysis, meta-synthesis, discourse analysis, sociology of knowledge, qualitative-quantitative divide.

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Ksenia Silchenko, The other "meta" of meta-analysis: Qualitative and text-based approaches to "analysis of analyses" in marketing in "MERCATI & COMPETITIVITÀ" 4/2018, pp 27-45, DOI: 10.3280/MC2018-004003