The Value of Surprising Findings for Research on Marketing
Auteur : J. Scott Armstrong
Date de publication : 2011
Éditeur : SSRN
Nombre de pages : 3
Résumé du livre
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.