The Value of Surprising Findings for Research on Marketing
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.
"Discovery and communication of important marketing findings: Evidence and proposals,"
Journal of Business Research,
Elsevier, vol. 56(1), pages 69-84, January.
- JS Armstrong, 2004. "Discovery and Communication of Important Marketing Findings: Evidence and Proposals," General Economics and Teaching 0412011, EconWPA.
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