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
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.
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
Related Organizations
Any information missing or wrong?Report an Issue