The Value of Surprising Findings for Research on Marketing
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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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2003-01-01
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Postprint version. Published in Journal of Business Research, Volume 56, Issue 1, January 2003, pages 91-92. Publisher URL: http://dx.doi.org/10.1016/S0148-2963(02)00389-2