publication . Article . Preprint . 2004

The Value of Surprising Findings for Research on Marketing

Name: The value of surprising findings for research on marketing
Creator: J. Scott Armstrong
Keywords: marketing, marketing research, Marketing

J. Scott Armstrong;

Open Access

Published: 06 Dec 2004 Journal: SSRN Electronic Journal (eissn: 1556-5068,

Publisher: Elsevier BV

Summary

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.

doi: 10.2139/ssrn.1159532 , 10.1016/s0148-2963(02)00389-2

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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