Armstrong, J. Scott2023-05-222023-05-222003-01-012007-06-13https://repository.upenn.edu/handle/20.500.14332/39661In 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.Article