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STOCKHOLM SCHOOL
OF ECONOMICS

European Quant Marketing Workshop

Meta-Analysis in Marketing: A Brief Introduction and an Illustrative Example, with Tammo Bijmolt, Professor in Marketing Research, University of Groningen.
Start time: 2023-11-15 at 15:00
End time: 2023-11-15 at 16:30
Time zone: CET
Location: Online

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Speaker: Professor Tammo Bijmolt, University of Groningen
Date/Time: November 15, 2023. 15:00-16:30 CET/09:00-10:30 ET. Register ►here

Abstract
Typically, the relationship between specific marketing concepts has been studied empirically multiple times. Summarizing the existing empirical findings 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 could be an excellent project for a PhD student or other (junior) researcher having to review the literature on a particular topic. I will discuss the process of conducting a meta-analysis from finding a topic, collecting and analyzing the effect sizes, to reporting the results. This will be illustrated using a recently published meta-analysis on brand extensions.

About the speaker
Tammo H.A. Bijmolt is Professor in Marketing Research at the University of Groningen, the Netherlands and director of the Groningen Digital Business Centre. His research interests include customer behavior, retailing, e-commerce, advertising, and meta-analysis. His publications have appeared in leading international journals, such as Journal of Marketing, Journal of Marketing Research, Marketing Science, Journal of Consumer Research, and International Journal of Research in Marketing. He is Associate editor of the International Journal of Research in Marketing, and member of the editorial boards of Journal of Marketing, Journal of Interactive Marketing, Journal of Retailing, and the International Journal of Electronic Commerce. He won the best paper award in 2007 and the J.B. Steenkamp long-term impact award in 2017 of the International Journal of Research in Marketing, the best paper award in 2011 and 2022 of the Journal of Interactive Marketing, and the best paper award in 2015 and 2017 of the European Journal of Marketing. He is president of the European Marketing Academy (EMAC) and has been board member of EIASM.

How it works?
• Schedule and topics are updated at the beginning of semester (August and January).
• Please pre-register for each workshop of interest and Zoom will automatically send you the link to corresponding workshop.
• All workshops will be organized on Zoom, with 60 minutes of presentation and 30-45 minutes of Q&A.
• Feel free to spread the word to others who might be interested.

Acknowledgement
I appreciate the support and advice by Professor Sara Rosengren (Stockholm School of Economics), Professor Anja Lambrecht (London Business School), Professor Bart Bronnenberg (Tilburg University), Professor Thomas Otter (Goethe University Frankfurt), Professor Dominik Papies (University of Tübingen) and Professor Stephan Seiler (Imperial College London).

Contact

All questions, suggestions, and feedback are welcomed. Please send me an email:

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Nguyen, Huong Ngoc Lan
PhD Student
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Center for Data Analytics
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