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The Value of Surprising Findings for Research on Marketing

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  • JS Armstrong

    (The Wharton School - University of Pennsylvania)

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.

Suggested Citation

  • JS Armstrong, 2004. "The Value of Surprising Findings for Research on Marketing," General Economics and Teaching 0412012, University Library of Munich, Germany.
    • Handle: RePEc:wpa:wuwpgt:0412012
    Note: Type of Document - pdf; pages: 3
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    References listed on IDEAS

    as
    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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    More about this item

    Keywords

    marketing; marketing research;

    JEL classification:

    • A - General Economics and Teaching

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