Marketing Papers

Document Type

Journal Article

Date of this Version

January 2003


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.


Postprint version. Published in Journal of Business Research, Volume 56, Issue 1, January 2003, pages 91-92.
Publisher URL:



Date Posted: 14 June 2007

This document has been peer reviewed.