How Relevancy, Use, and Impact Can Inform Decision Making: The Uses of Quantitative Research
David W. Stewart
University of California, Riverside
Mike Hess
Carat
Insights from
Jeff Nelder
Apollo Group
INTRODUCTIONQuantitative methods and tools are in such common use that it seems they always have been a part of advertising practice. In reality, these methods and tools have a relatively short history. Advertising and marketing research began to emerge as professional disciplines only 100 years ago (Stewart, 2010). Although the conceptual foundations of quantitative research in advertising and marketing also have their roots in work that dates to the...