Qualitative versus Quantitative Research Traditions: A Needless and Useless Debate That Hampers Advertising and Marketing Knowledge Development

The author presents commentary on the article "Qual vs. Quant... Again!" by Arthur J. Kover regarding qualitative and quantitative research methods as they are used in advertising. The author feels qualitative research denotes that which is mostly interpretive while quantitative research is empirical in nature like experimental design work. He feels Kover combined qualitative and quantitative research findings within the article and commends him for it.

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	Carlson, Les Interim Department Chair & Professor of Marketing Expertise: Consumer Behavior Consumer Socialization Marketing Communication Services Marketing Marketing CBA 310 P.O. Box 880492 University of Nebraska-Lincoln Lincoln, NE 68588-0492, USA Phone: (402) 472-3156 Fax: (402) 472-9777 lcarlson3@unl.edu	Carlson, Les	Marketing