The Value of Surprising Findings for Research on Marketing
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Postprint version. Published in Journal of Business Research, Volume 56, Issue 1, January 2003, pages 91-92.
Publisher URL: http://dx.doi.org/10.1016/S0148-2963(02)00389-2
Abstract
In the work of Armstrong (Journal of Business Research, 2002), I examined empirical research on the scientific process and related these to marketing science. The findings of some studies were surprising. In this reply, I address surprising findings and other issues raised by commentators.
Suggested Citation
J. Scott Armstrong. "The Value of Surprising Findings for Research on Marketing" Marketing Papers (2003).
Available at: http://works.bepress.com/j_scott_armstrong/53
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