Empirical Processes

The Value of Surprising Findings for Research on Marketing

by J Armstrong

Reprinted with permission from Journal of Business Research (2003), 91-92.

In the work of Armstrong (Journal of Business Research, 2002), I examined empirical research on the scientific process... more 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.