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The value of surprising findings for research on marketing

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  • Armstrong, J. Scott

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.
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  • 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.
    • Handle: RePEc:eee:jbrese:v:56:y:2003:i:1:p:91-92
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    References listed on IDEAS

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    1. 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.
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