The Value of Surprising Findings for Research on Marketing

Preprint OPEN
JS Armstrong;
(2004)
  • Subject: marketing, marketing research
    • jel: jel:A

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 rai... View more
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