The Value of Surprising Findings for Research on Marketing

3 Pages Posted: 14 Jul 2008

See all articles by J. Scott Armstrong

J. Scott Armstrong

University of Pennsylvania - Marketing Department

Date Written: July 13, 2008

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.

Suggested Citation

Armstrong, J. Scott, The Value of Surprising Findings for Research on Marketing (July 13, 2008). Available at SSRN: https://ssrn.com/abstract=1159532 or http://dx.doi.org/10.2139/ssrn.1159532

J. Scott Armstrong (Contact Author)

University of Pennsylvania - Marketing Department ( email )

700 Jon M. Huntsman Hall
3730 Walnut Street
Philadelphia, PA 19104-6340
United States
215-898-5087 (Phone)
215-898-2534 (Fax)

HOME PAGE: http://marketing.wharton.upenn.edu/people/faculty/armstrong.cfm

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