Comments - The quant–qual debate: where are we in advertising?

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...

Not a subscriber?

Schedule your live demo with our team today