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Discovery and communication of important marketing findings: Evidence and proposals

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  • Armstrong, J. Scott

Abstract

My review of empirical research on scientific publication led to the following conclusions. Three criteria are useful for identifying whether findings are important: replication, validity, and usefulness. A fourth criterion, surprise, applies in some situations. Based on these criteria, important findings resulting from academic research in marketing seem to be rare. To a large extent, this rarity is due to a reward system that is built around subjective peer review. Rather than using peer review as a secret screening process, using an open process likely will improve papers and inform readers. Researchers, journals, business schools, funding agencies, and professional organizations can all contribute to improving the process. For example, researchers should do directed research on papers that contribute to principles. Journals should invite papers that contribute to principles. Business school administrators should reward researchers who make important findings. Funding agencies should base decisions on researchers' prior success in making important findings, and professional organizations should maintain web sites that describe what is known about principles and what research is needed on principles.

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Bibliographic Info

Article provided by Elsevier in its journal Journal of Business Research.

Volume (Year): 56 (2003)
Issue (Month): 1 (January)
Pages: 69-84

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Handle: RePEc:eee:jbrese:v:56:y:2003:i:1:p:69-84

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Web page: http://www.elsevier.com/locate/jbusres

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Citations

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Cited by:
  1. Prüfer, J. & Zetland, D., 2007. "An Auction Market for Journal Articles," Discussion Paper 2007-027, Tilburg University, Tilburg Law and Economic Center.
  2. Seidl, Christian & Schmidt, Ulrich & Grösche, Peter, 2005. "The Performance of Peer Review and a Beauty Contest of Referee Processes of Economics Journals/," Estudios de Economía Aplicada, Estudios de Economía Aplicada, vol. 23, pages 505-551, Diciembre.
  3. Walter Wymer, 2013. "The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing," International Journal of Financial Studies, MDPI, Open Access Journal, vol. 1(3), pages 102-118, September.
  4. Geuens, Maggie, 2011. "Where does business research go from here? Food-for-thought on academic papers in business research," Journal of Business Research, Elsevier, vol. 64(10), pages 1104-1107, October.
  5. Lehmann, Donald R., 2003. "Finding important findings," Journal of Business Research, Elsevier, vol. 56(1), pages 89-90, January.
  6. Argouslidis, Paraskevas C., 2004. "An empirical investigation into the alternative strategies to implement the elimination of financial services," Journal of World Business, Elsevier, vol. 39(4), pages 393-413, November.
  7. Armstrong, J. Scott, 2003. "The value of surprising findings for research on marketing," Journal of Business Research, Elsevier, vol. 56(1), pages 91-92, January.
  8. Khan, Jashim, 2011. "Validation in marketing experiments revisited," Journal of Business Research, Elsevier, vol. 64(7), pages 687-692, July.
  9. Briggs, Elten & Jaramillo, Fernando & Weeks, William A., 2012. "Perceived barriers to career advancement and organizational commitment in sales," Journal of Business Research, Elsevier, vol. 65(7), pages 937-943.
  10. Rossiter, John R., 2003. "Qualifying the importance of findings," Journal of Business Research, Elsevier, vol. 56(1), pages 85-88, January.
  11. Siemens, Jennifer Christie & Burton, Scot & Jensen, Thomas & Mendoza, Norma A., 2005. "An examination of the relationship between research productivity in prestigious business journals and popular press business school rankings," Journal of Business Research, Elsevier, vol. 58(4), pages 467-476, April.

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