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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- JS Armstrong, 2004.
"Discovery and Communication of Important Marketing Findings: Evidence and Proposals,"
General Economics and Teaching
- 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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