TY - JOUR T1 - How Relevancy, Use, and Impact Can Inform Decision Making JF - Journal of Advertising Research JO - J Advert Res SP - 195 LP - 206 DO - 10.2501/JAR-51-1-195-206 VL - 51 IS - 1 50th Anniversary Supplement AU - David W. Stewart AU - Mike Hess AU - Jeff Nelder Y1 - 2011/03/01 UR - http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/195.abstract N2 - 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. ER -