This succinct and jargon-free introduction to effect sizes gives students and researchers the tools they need to interpret the practical significance of their results. Using a class-tested approach that includes numerous examples and step-by-step exercises, it introduces and explains three of the most important issues relating to the practical significance of research results: the reporting and interpretation of effect sizes (Part I), the analysis of statistical power (Part II), and the meta-analytic pooling of effect size estimates drawn from different studies (Part III). The book concludes with a handy list of recommendations for those actively engaged in or currently preparing research projects.

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Quantitative evidence drawn from a meta-analysis of 56 studies (58 samples) conducted in 28 countries reveals that market orientation is a generic determinant of firm performance. However, stronger effects were found for studies set in large, mature markets and when market orientation was measured using Kohli, Jaworski and Kumar's (1993) MARKOR scale. The meta-analysis also revealed that the value of a market orientation weakens in proportion to the cultural distance separating the home market from the USA. This study thus extends previous research by: (1) providing evidence of measurement moderators that inhibit the generalization of results obtained from studies using different scales and performance variables; (2) establishing benchmark effect sizes for specific regions around the world; and (3) revealing that the managerial value of a market orientation is significantly affected by the cultural and economic characteristics of the host country.

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