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CHOICE Review

Farley and Lehmann (both of Columbia University) present the first book-length publication on the application of meta-analysis to marketing. Meta-analysis, developed by social science researchers over the past few decades, applies data analysis to quantitative outcomes of a number of different studies to generalize results of those studies to new situations. This book serves as a good introduction to the subject of meta-analysis and thus could be read with profit by all business researchers, not simply those involved with marketing. It is concisely and clearly written, although some background in the statistical design and analysis of surveys and experiments is necessary to thoroughly understand the text. Figures, tables, and an excellent bibliography are included. Further statistical insights can be obtained from Larry V. Hedges and Ingram Olkin, Statistical Methods for Meta-Analysis (1985). The social science approach is presented in John E. Hunter, Frank L. Schmidt, and Gregg B. Jackson, Meta-Analysis: Cumulating Research Findings Across Studies (1982), and Gene V. Glass, Barry McGaw, and Mary L. Smith, Meta-Analysis in Social Research (1981). Highly recommended for college and university libraries.-W.C. Struning, Seton Hall University