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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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  • Armstrong, J. Scott, 2003. "Discovery and communication of important marketing findings: Evidence and proposals," Journal of Business Research, Elsevier, vol. 56(1), pages 69-84, January.
  • Handle: RePEc:eee:jbrese:v:56:y:2003:i:1:p:69-84
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    3. Lehmann, Donald R., 2003. "Finding important findings," Journal of Business Research, Elsevier, vol. 56(1), pages 89-90, January.
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    5. Emile, Renu, 2011. "Retrospection on the impact of Wallendorf and Brucks' "Introspection in consumer research: Implementation and implications"," Journal of Business Research, Elsevier, vol. 64(2), pages 194-198, February.
    6. Ulla A. Saari & Rupert J. Baumgartner & Saku J. Mäkinen, 2017. "Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context," Sustainability, MDPI, vol. 9(7), pages 1-26, July.
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    9. 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.
    10. Rossiter, John R., 2003. "Qualifying the importance of findings," Journal of Business Research, Elsevier, vol. 56(1), pages 85-88, January.
    11. Walter Wymer, 2013. "The Influence of Marketing Scholarship’s Legacy on Nonprofit Marketing," IJFS, MDPI, vol. 1(3), pages 1-17, September.
    12. 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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    14. 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.
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    16. Seidl, Christian & Schmidt, Ulrich & Grösche, Peter, 2005. "The Performance of Peer Review and a Beauty Contest of Referee Processes of Economics Journals/," Estudios de Economia Aplicada, Estudios de Economia Aplicada, vol. 23, pages 505-551, Diciembre.
    17. J. Scott Armstrong & Ruth Pagell, 2003. "The Ombudsman: Reaping Benefits from Management Research: Lessons from the Forecasting Principles Project," Interfaces, INFORMS, vol. 33(6), pages 91-111, December.
    18. Ortinau, David J., 2011. "Writing and publishing important scientific articles: A reviewer's perspective," Journal of Business Research, Elsevier, vol. 64(2), pages 150-156, February.
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    20. Thompson, Ann-Marie K., 2010. "Golder's historical method in research in marketing," Journal of Business Research, Elsevier, vol. 63(12), pages 1269-1272, December.

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