RT Journal Article
SR Electronic
T1 How Relevancy, Use, and Impact Can Inform Decision Making
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 195
OP 206
DO 10.2501/JAR-51-1-195-206
VO 51
IS 1 50th Anniversary Supplement
A1 David W. Stewart
A1 Mike Hess
A1 Jeff Nelder
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/1_50th_Anniversary_Supplement/195.abstract
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.