How Relevancy, Use, and Impact Can Inform Decision Making: The Uses of Quantitative Research

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.

How Relevancy, Use, and Impact Can Inform Decision Making: The Uses of Quantitative Research

David W. Stewart

University of California, Riverside

Mike Hess


Insights from

Jeff Nelder

Apollo Group


Quantitative 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...

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