PT - JOURNAL ARTICLE AU - David W. Stewart AU - Mike Hess AU - Jeff Nelder TI - How Relevancy, Use, and Impact Can Inform Decision Making AID - 10.2501/JAR-51-1-195-206 DP - 2011 Mar 01 TA - Journal of Advertising Research PG - 195--206 VI - 51 IP - 1 50th Anniversary Supplement 4099 - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/195.short 4100 - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/195.full SO - J Advert Res2011 Mar 01; 51 AB - This paper reviews the current state of use (and value) of quantitative research in advertising. It concludes that the value of quantitative research is well established but use is less than might be expected based on value. The authors discuss the reasons for this difference in value.