Date of this Version
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.
Armstrong, J. S. (2003). The Value of Surprising Findings for Research on Marketing. Retrieved from https://repository.upenn.edu/marketing_papers/84
Date Posted: 14 June 2007
This document has been peer reviewed.