?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=Discovery+and+Communication+of+Important+Marketing+Findings%3A+Evidence+and+Proposals&rft.creator=Armstrong%2C+J.+Scott&rft.subject=Behavioral+Analysis&rft.description=My+review+of+empirical+research+on+scientific+publication+led+to+the+following+conclusions.+Three+criteria+are+useful+for+identifying+whether+findings+are+important%3A+replication%2C+validity%2C+and+usefulness.+A+fourth+criterion%2C+surprise%2C+applies+in+some+situations.+Based+on+these+criteria%2C+important+findings+resulting+from+academic+research+in+marketing+seem+to+be+rare.+To+a+large+extent%2C+this+rarity+is+due+to+a+reward+system+that+is+built+around+subjective+peer+review.+Rather+than+using+peer+review+as+a+secret+screening+process%2C+using+an+open+process+likely+will+improve+papers+and+inform+readers.+Researchers%2C+journals%2C+business+schools%2C+funding+agencies%2C+and+professional+organizations+can+all+contribute+to+improving+the+process.+For+example%2C+researchers+should+do+directed+research+on+papers+that+contribute+to+principles.+Journals+should+invite+papers+that+contribute+to+principles.+Business+school+administrators+should+reward+researchers+who+make+important+findings.+Funding+agencies+should+base+decisions+on+researchers'+prior+success+in+making+important+findings%2C+and+professional+organizations+should+maintain+web+sites+that+describe+what+is+known+about+principles+and+what+research+is+needed+on+principles.&rft.publisher=Elsevier+Science+Inc.&rft.date=2002&rft.type=Journal+(Paginated)&rft.type=NonPeerReviewed&rft.format=application%2Fpdf&rft.identifier=http%3A%2F%2Fcogprints.org%2F5181%2F1%2FDiscovery_and_Communication.pdf&rft.identifier=++Armstrong%2C+J.+Scott++(2002)+Discovery+and+Communication+of+Important+Marketing+Findings%3A+Evidence+and+Proposals.++%5BJournal+(Paginated)%5D+++++&rft.relation=http%3A%2F%2Fcogprints.org%2F5181%2F