Comments - The quant–qual debate: where are we in advertising?
Arthur J. Kover, Les Carlson and John Ford
This Comments section discusses the quant-qual debate, a long-running discussion in the discipline of advertising, but also a division which is essentially problematic, as good research requires a combination of both qual and quant techniques.
Comments – The quant–qual debate: where are we in advertising?
John FordOld Dominion University, Virginia, USA
Within the advertising discipline, there is a non-too-subtle chasm that regularly rears its ugly head when conflicts arise in perspective...
