publication . Article . Preprint . 2004

The Value of Surprising Findings for Research on Marketing

J. Scott Armstrong;
Open Access
  • Published: 06 Dec 2004 Journal: SSRN Electronic Journal (eissn: 1556-5068, Copyright policy)
  • Publisher: Elsevier BV
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.
Subjects
free text keywords: marketing, marketing research, Marketing, jel:A, Public relations, business.industry, business, Marketing science, Quantitative marketing research, Qualitative marketing research, Market research, Empirical research, Marketing mix, Marketing research, Marketing myopia
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