Open AccessThe Value of Surprising Findings for Research on Marketing
Author(s) -
J. Scott Armstrong
Publication year - 2008
Publication title -
ssrn electronic journal
Language(s) - English
Resource type - Journals
ISSN - 1556-5068
DOI - 10.2139/ssrn.1159532
Subject(s) - value (mathematics) , marketing , business , mathematics , statistics
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.
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